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HKD2 - Nokia - Nokia and social media strategy

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HKD2 - Nokia - Nokia and social media strategy

  1. 1. Nokia & social media strategy Jussi-Pekka Erkkola #HKD2 @jussipekka
  2. 2. Agenda •! Our approach to social media •! Strategic framework •! Cases
  3. 3. "The digital world is all about 0’s and 1´s. You either ARE or you ARE NOT. And in my opinion, it is better to be than not to be." Anssi Vanjoki
  4. 4. Is marketing shouting? Eyeballs sales Awareness Consideration Preference Action Loyalty
  5. 5. Marketing is a Conversation conversation conversation Listening
  6. 6. Markets are conversation Christoper Locke et al., The Cluetrain Manifesto, 1999
  7. 7. Us Talking About Our Products Markets are not about us, but about conversation around products. Hey consumer, we have done market studies and know who you are! Hey consumer, here is a new product!
  8. 8. Instead of Fireworks… It is OK to talk but it is better to listen.
  9. 9. Let’s Nurture Bonfires Today people search for conversation instead of content.
  10. 10. Only Interactive Value Creation Value is created through the way how our customers use services.
  11. 11. Sales Funnel Inverted Funnel Company Perspective & Control Customer Perspective & Control R.I.P
  12. 12. Digital Marketing Has Evolved Online Marketing Display Contextual Age of Experimentation Advertising Keywords Collaboration 1994-1997 AD 1996-2000 AD 2002-current 2006 >>
  13. 13. BOUGHT! EARNED! MEDIA! MEDIA! Strangers Participants OWN! Digital MEDIA! Customers Media Trinity
  14. 14. Cyclical boosts short-term impact Campaign peak Own media Bought media
  15. 15. = Constant impact Own media Bought media Earned media
  16. 16. Redefining Digital Marketing Today! Tomorrow! OWN! MEDIA! OWN! BOUGHT! MEDIA! MEDIA! BOUGHT! MEDIA! EARNED! MEDIA! EARNED! MEDIA! *EARNED MEDIA IS A CONSEQUENCE, NOT SOMETHING WE CAN BUY/CONTROL
  17. 17. Social is also impacting search 1$6%"'7""'*89:#' !"#$%&' !"#$%$&'()*+$',-.,'$ /012.3(1/,$4#56$7"89:;$ !"7$%$&'()*+$',-.,'$ 2()<'1,-$4=#>?@A$7"89:;$ ()*'+,-./' !7#$%$&/*.(B$2'C.($ /012.3(1/,$4":D6"8$7"89:;$ 1(2345' +,-./' ,/0*,-'+,-./'
  18. 18. Digital media optimization SEO Search engine optimization Own media SEM Search engine marketing Boiught media SMO Social media optimization Earned media
  19. 19. Nokia HELPS Connecting people in new and better ways Customer satisfaction Active User Growth Retenetion HELP ENABLE Quality Time-to-market LEARN Innovation PARTICIPATE SELL Awareness Sales Advocacy, NPS 22 © 2005 Nokia V1-Filename.ppt / yyyy-mm-dd / Initials
  20. 20. Strategy Build Manage Be there where your customers are
  21. 21. Strategy Build Manage Aggregate, filter and repusblish the most valuable content
  22. 22. Strategy Build Manage Be sure to utilize the architecture of participation a.k.a. social features
  23. 23. Strategy Build Manage Make your own content flexible, fluid and easy to travel
  24. 24. Case: Nokia Beta Labs
  25. 25. Nokia Beta Labs •! Lead user community •! Community driven open innovation http://betalabs.nokia.com
  26. 26. Case: Nokia Messaging
  27. 27. Nokia Messaging •! Service for email, IM and social networking services, e.g. Twitter and FB support •!Customer support online •! Bug reporting and ideas go straight to the development team •! Active participation in social media http://messaging.nokia.com
  28. 28. Case: Nokia Support Discussion
  29. 29. Nokia Support Discussions •! Started as a C2C support forum •! Also employees participating nowadays •! Where do we offer official customer support in online channels? •! Signposting activities http://www.nokia.com/ discussions
  30. 30. Case: Ovi Maps & Free Navigation
  31. 31. Case: Coordination, guidance and planning of Nokia’s social media presence
  32. 32. Nokia in social media •! Guidelines for employees, organsations and brand •! Communication and marketing planning in real time •! “Topic of the day” –thinking •! Participating in relevant communities in different countries •! Showing the benefits for individual employee •! Competences and training http://blogs.nokia.com
  33. 33. Case: Faces
  34. 34. @jussipekka jussi-pekka.erkkola@nokia.com

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