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Nokia Internal Use Only
ALLANA BARBER
CONSUMER ENGAGEMENT MANAGER : DIGITAL & CRM
NOKIA SOUTH & EAST AFRICA
CONSUMER ENGAG...
IT’S STILL ALL ABOUT
CONNECTING PEOPLE
Most Powerful Consumer
Engagement channel is
in their hands
NOKIA
COMMUNITIES
Mobile Centric Communities
are personal, intimate and
perfect for enabling or
extending conversations
Pr...
Integrated ATL, BTL,
Web, Mobile & Social
Strategy
4
Creating Conversations at
all Touch Points
Nokia Internal Use Only
Let’s Journey Multi-layered mobile
consumer relationship
strategy
Nokia South East Africa
Traditio...
Creating conversations
based on Interests
Traditional
Media
SMS Engage & ConvertReply - Click
Put yourself in the
consumer...
Seamless Social Integration
Leveraging Facebook And
Driving Likes
More than 13,000 opt-ins,
generating 5000 mobile likes
o...
Email to mobile is
HUGE
More than 50% of emails
are sent and received
from phones – conversion
35% higher
Device
Detection...
Join, Earn, Win>>>
Let’s QWERTY
Gamification and
Rewarding
engagement
Tiers Interests Moderator
#Sessions >300,000
#PageVi...
Don’t Break the Beat
Seamless integration
with YouTube
Cyphering In East Africa
Contribute, Listen
Vote
User Generated Con...
Social on mobile is
powerful
Treasure hunt – 5,000
concurrent users –
160,000 engagement
actions
http://lumia.nokia.co.za
...
Evolve from a Campaign to
Always On content
Lumia Family – integrated
launch and sales promotion
Nokia “Global Truths”
Loc...
Nokia Retail Promoter &
Sales Incentive Apps
Deploy Retail Sales Incentive Apps
on Mobile
Use data to drive Lumia Activati...
Direct
Activation
during /post
purchase
From Campaign
Participant to Lumia
Owner
Nokia Phone Owners
Reward Community
14
Ca...
Nokia’s growing
Communities generating
Engagement
Engaging communities to
drive loyalty
Reach
Engagement
Conversion
[CATEG...
Owner Incentive
Campaign…
Bundled Offer to drive
Activation and Sell Out
at Retail
16
Push
email
Click –
Detect
- Route
SM...
Nokia Rewards App Truly Mobile Centric CRM
17
12:38 12:38 12:38
You have
654 Points
Promos
Poll Badge
News…
Challenges App...
Nokia Internal Use Only
Consumer
Engagement
is a journey to
Loyalty
• Think mobile from the
start
• Experiment, Measure an...
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ICEW 2013 Allana Barber - Mobile brand community building strategies

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How will mobiles be used in emerging markets ? Remember, it's not just a smartphone world. What should be the framework for integration into cross-media and multi-channel ? Using case studies and insight from real world campaigns, Allana will illustrate on how communities can be built centred on mobile technologies in Africa and emerging markets.

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ICEW 2013 Allana Barber - Mobile brand community building strategies

  1. 1. Nokia Internal Use Only ALLANA BARBER CONSUMER ENGAGEMENT MANAGER : DIGITAL & CRM NOKIA SOUTH & EAST AFRICA CONSUMER ENGAGEMENT Any Device, Any Channel, Any Time 1 @allanabarber allana.barber@nokia.com
  2. 2. IT’S STILL ALL ABOUT CONNECTING PEOPLE Most Powerful Consumer Engagement channel is in their hands
  3. 3. NOKIA COMMUNITIES Mobile Centric Communities are personal, intimate and perfect for enabling or extending conversations Profile Acquire • Media • On Pack • POS / POP • Community • Social • Direct Comms Push and Pull Segment Engage • Special Content • Products • User Generated • Social • Comps • Utility Opt-in • Communication • Promotions • Special Interest Content • Using Cell/Email • Social Connect thru Twitter, Facebook and LinkedIn Promote (pull) SellRewardInfluence Inform & Entertain Conversation Nokia SEA CRM Programme
  4. 4. Integrated ATL, BTL, Web, Mobile & Social Strategy 4 Creating Conversations at all Touch Points
  5. 5. Nokia Internal Use Only Let’s Journey Multi-layered mobile consumer relationship strategy Nokia South East Africa Traditional Media SMS Engage & ConvertReply | Click
  6. 6. Creating conversations based on Interests Traditional Media SMS Engage & ConvertReply - Click Put yourself in the consumer’s shoes: What’s in it for me… How do I connect? Wi n The Adventurer The Muso The Entrepreneur Include a Call to Action Focus on Value Exchange Appeal to Pins and Needles
  7. 7. Seamless Social Integration Leveraging Facebook And Driving Likes More than 13,000 opt-ins, generating 5000 mobile likes on Facebook SMS Raymond, if u liked Nokia SA on Facebook click http://lnq.in/NOKOLf bl/aaa to complete the KOL VIP entry. Ur Password is 12345 Radio and Activation SMS KOL to 41801 Paid/Owned Banners, Social and Mailers… Direct click to tracked URL http://lnq.in/KOL_c1..n Reply SMS: You’re on your way to Rocking out with Nokia and the Kings of Leon. Complete your entry- click on http://lnq.in/KOL or dial *120*9473*565# Rules apply. Traditional Media SMS Engage & ConvertReply - Click
  8. 8. Email to mobile is HUGE More than 50% of emails are sent and received from phones – conversion 35% higher Device Detection Emailer Web Mobi Register + Profile Complete Survey Music Voucher 1 SMS Music Voucher 2 SMS Activate and Redeem on Nokia Music Engage & Convertemail Click – Detect - Route Rewards
  9. 9. Join, Earn, Win>>> Let’s QWERTY Gamification and Rewarding engagement Tiers Interests Moderator #Sessions >300,000 #PageViews >1,200,000 #Registrations >20,000 7% Registration Rate Average 4.3 EPS #Points earned > 580,000 How To My Dashboard Winners Share, Tweet, Like Challenges
  10. 10. Don’t Break the Beat Seamless integration with YouTube Cyphering In East Africa Contribute, Listen Vote User Generated Content Nokia SEA mobile/CRM: Body of Work 2012 / Company Client Confidential10 Gallery Judges Live Feed & Chat
  11. 11. Social on mobile is powerful Treasure hunt – 5,000 concurrent users – 160,000 engagement actions http://lumia.nokia.co.za Call to Action User sends SMS to Short code Receives Reply Message with Link to Mobi and secret code Gets SMS to present to Promoter at Mystery location Engage & Convertemail Click – Detect - Route Rewards SMS
  12. 12. Evolve from a Campaign to Always On content Lumia Family – integrated launch and sales promotion Nokia “Global Truths” Localized Idea http://lumia.nokia.co.za Engage & Convert email Click – Detect - Route SMS Traditional Media m Online media
  13. 13. Nokia Retail Promoter & Sales Incentive Apps Deploy Retail Sales Incentive Apps on Mobile Use data to drive Lumia Activations Get consumers involved in Lumia Community 13 Promoters & Sales Consultants • Refer prospective customers • Register Sales • Incentivize and Reward • Consumers get sms to Opt into Community • Take-on consumers to CRM Promoter’sApp Jesse – U are invited to the Nokia Lumia Amazing Everyday Community where you could win a Nokia Lumia 800! Click http:/lnq.in/lumiainvit e to start. Enter promoter’s cell number Check in to a location Capture Lead Refer More or Access Options SMS 2 CONSUMER Check Out Leader Board NOKIA REWARDS
  14. 14. Direct Activation during /post purchase From Campaign Participant to Lumia Owner Nokia Phone Owners Reward Community 14 Campaign Activation Lumia Ownership Validation: 1. Detection of device 2. IMEI validation 3. Direct from 121/3rd party Activate • Warranty • Nokia Services • Getting Started Tips Discover • Nokia Community • Content • Social Services • Nokia Services • Drive/Maps • Music/Mix Radio • Features and Functionality How To • Lumia Features and Functionality • Windows Phone Services • Troubleshooting • Tips Rewards • Competitions • Promos • Exclusive Content • Points Redemption Support • Nokia Care • Contact Form • Store/Location Finder Engage
  15. 15. Nokia’s growing Communities generating Engagement Engaging communities to drive loyalty Reach Engagement Conversion [CATEGORY NAME]; 50million [CATEGORY NAME]; 11.4million [CATEGORY NAME]; 3million [CATEGORY NAME]; 1.4million Promotion, 100, 000 1,084 1,588 1,193 3,411 3,602 3,049 0 1000 2000 3000 4000 Asha Lumia Rewards Thousands #Sessions #PageViews 186,770 78,708 342,006 - 200,000 400,000 Asha Lumia Rewards Members Owners ~70m impressions - multiple channels ~4m Engagements on Mobile ~600k Community Members on Mobile (>10% owners)
  16. 16. Owner Incentive Campaign… Bundled Offer to drive Activation and Sell Out at Retail 16 Push email Click – Detect - Route SMS SMS to Short Code Pull
  17. 17. Nokia Rewards App Truly Mobile Centric CRM 17 12:38 12:38 12:38 You have 654 Points Promos Poll Badge News… Challenges Apps Music Tips Burn Points Games Bonus 12:38 You have 654 Points Claim Your Rewards 50 Win a Kings of Leon VIP Lounge Experience 400 Gift a Nokia Music Album to a Friend 100 Win EA Games 50 Chance for Free Upgrade to a Lumia 920 200 Publish a Nokia Mix Radio Playlist Phone Start Rewards App Home Earn/Burn Points
  18. 18. Nokia Internal Use Only Consumer Engagement is a journey to Loyalty • Think mobile from the start • Experiment, Measure and Learn • Integrate Social with Communities • go ALWAYS ON • Engage and Reward In partnership with

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