SoCon2011 nokia


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Tejal Petal from Nokia's presentation on social media strategy at SoCon2011, October 20th, 2011, ICO London.

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SoCon2011 nokia

  1. 1. Commercializing Nokia’s SocialPresencesTejal Patel @tejpSoConOctober 20111 © 2011 Nokia Company Confidential
  2. 2. Challenge 2 © 2011 Nokia Source: Flicker user Photographic Poetry Company Confidential
  4. 4. Social at the heart of campaigns Get devices into the hands Seeding of our advocates Develop social presence frameworkReal time optimisation to encourage sharingtools drive continued Measure & Capture & growth of advocacyadvocacy & engagement optimise moments SOCIALISE EVERYTHING Drive Amplify • Comms amplifies theSocial media framework drives engagement moments advocacy TTLactive engagement • Specific projects driveWith social & product page amplificationpresences Company Confidential
  5. 5. It’s not just about conversations… Company Confidential
  6. 6. What do fans want? Company Confidential
  7. 7. Nokia’s unique position• Total global reach of 7m engaged Nokia fans in over 60 countries• Nokia’s social presences are valuable real estates that can be used to our advantage• Treat all our social presences as media space we can ‘trade’ with operator and retail partners• Commercializing our social presences – convert our engaged based into leads for our partners Company Confidential
  8. 8. Social commerce is not justdumping an e-commerce siteinto Facebook… Company Confidential
  9. 9. Strategy• Expand boundaries of the traditional e-commerce model• Create a Social Shopping Experience by connecting online and offline• Be Consumer Centric – enabling consumers to have the choice to shop where they choose Consumer empowerment Company Confidential
  10. 10. Social Engagement Platform Content creation, Competitions, Creative advocacy, offers, assets, demos, engagement, promotions, videos curation Social Engagement Platform Global brand consistency Empower local markets Lower management cost & resource Content amplification Company Confidential
  11. 11. Providing solutions through the funnel Fan / follower acquisition Fan / follower engagement Leads/sales/ advocates Company Confidential
  12. 12. Nokia UK Fan acquisition has beenstrong Company Confidential
  13. 13. What next?• Create a place within Facebook that highlights the best of what we sell• But also give users a reason to join us, participate and interact Company Confidential
  14. 14. Product v Promotions • Showcase hero devices Products • Shop window • Aim to get people ‘through the door’ by tab generating excitement & encouraging interaction • Predominantly targeted at non-Nokia owners or renewalPromotions • A place that ‘houses’ all promotional items e.g. Nokia operator offers, freebies, competitions • Role of tab is to drive loyalty, repeat visits, tab engagement, a reason to become a fan • Aimed at Nokia and Non-Nokia owners Company Confidential
  15. 15. How a viral Sweepstake Works Company Confidential
  16. 16. Early results… Promotions the mostpopular tab after Wall – 50% of fans interact with it Average 13% CTR to individual promotions. The highest for One Direction at 37% 18% CTR from the Top Phones tab to Company Confidential
  17. 17. Looking ahead...17 © 2011 Nokia Company Confidential
  18. 18. The social campaigndatabase Company Confidential
  19. 19. Exclusive dealsEasily create a space forexclusive deals within existingNokia fan pages.Provide our partners with theexact page to easily upload totheir own Facebook page.Cross-promotion and fanacquisition opportunities. Company Confidential
  20. 20. AdvocacySurface user commentary,reactions & testimonials in realtimeAggregate from many sources.Pull in posts from Twitter,Facebook and blogs. Integratephotos from Flickr or videosfrom YouTube.Integrate with Bazaarvoice forgenerating ratings & reviews.Provide signposting topurchase… Company Confidential
  21. 21. Summary…• Galvanizing internal stakeholders to buy into power of social & prepare for the next steps at Nokia• Putting social at the heart of our marketing campaigns• Taking steps to move beyond fan acquisition and engagement…• Taking Social Business seriously and developing plans to articulate and execute this area21 © 2011 Nokia Company Confidential
  22. 22. Thank You @tejp22 © 2011 Nokia Company Confidential