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Juha matti heikkinen nokia lithium - your social t4ss event


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Juha matti heikkinen nokia lithium - your social t4ss event

  1. 1. Nokia Care inSocial MediaJuha-Matti Heikkinen@juhishEditorial Manager, Social MediaCare OperationsFebruary 8th, 2011
  2. 2. Social media is an umbrella term that defines the various activities that integrate technologies, social interactions, and the construction of content (words, pictures, audio, video). * Simply put, Social media is people having conversations online.* 2
  3. 3. We enable socialthrough our services & partnerships on Nokia devices We build relationships with our customers, assist in problems and reach out to prospects through social media 3
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  6. 6. Nokia CareProduct support, repair andcustomer serviceONLINE: 250+ million uniquevisitors at Nokia Support peryear CENTERS: callsand emails 80+ countries 30+ languagesREPAIR: 5000+ Nokia Carepoints handling warranty 6
  7. 7. Online SupportSupport for every device andservice since 2002All regional and local websitesPhone software updatesPC and Mac softwareUser guides in pdf and onlineSupport videosFAQ’s / knowledge baseHow-to-articlesTroubleshooting infoEmail forms and phone numbersRepair locations 7
  8. 8. In Nokia-owned global social media channels, Care - gives product support and customer service - runs support forum (25 million visitors per year) - manages - global Twitter account for support - supports other organizations in managing their official Facebook accounts - Youtube channel for support videos ( other Nokia organizations and employees - teaching how to help Nokia customers online & how to direct them to the right Nokia touchpoint - FAQ’s to most common questions & complaint escalation instructions - on country level, Care operates in the existing local channels, such as • • 8
  9. 9. Nokia Support consumer forum for using and troubleshooting Nokia products and Ovi services in Englishlive since November 2005available via 8 Nokia sites around the worldTeam setup:2 administrators6 technical experts~12 moderators (24/7)+ 100+ voluntary employees 9
  10. 10. Monthly visitors: 2 million +Total posts 800 000Topics 160 000Registered members 260 000Nokia employees participating: 105Posts made by employeesin the past 6 months: 1100 10
  11. 11. What’s in it for NokiaIMPROVED BRAND EXPERIENCE – Key element in Nokia’s social media service portfolio – Shows that we are listening and we care – Enables and encourages Nokia employees to be open about their identity and meet customers onlineIMPROVED CUSTOMER SERVICE – Customers can use their preferred channel to solve problems or learn more – The most efficient channel for self-service – Huge library of information that grows every day – Leverages existing Nokia Care organization to provide peer-to-peer support 24/7IMMEDIATE FEEDBACK – Direct consumer feedback to all Nokia organizations and employees – Issues are immediately known and verified via the community of Nokia users – Interactive discussions rather than static escalations over levelsSUPPORTS NOKIA STRATEGY – Key enabler for Nokia’s social media guidelines – Supports Nokia’s strategy by enabling direct dialogue with the consumers – Supports Nokia Care targets by increasing customer satisfaction and promoting self help 11
  12. 12. Promoted across Nokia sites 12
  13. 13. Great SEOA question was postedat noon, first answerswithin minutes Google finds it in under two hours 13
  14. 14. The Round Table - private forumForum superusers200 invitedbackbone of the communityt-shirts and mugs + 10 x N8collect forum feedback for usemployees also get access 14
  15. 15. Forum team rolesNokia Care experts have a“Technical Expert” status +Nokia logoTasks:Monitor their responsibility areasGive technical advice and answers from NokiaCreate new cases internally , update existing cases with customer voiceCreate + update official FAQ’s based on forum feedback 15
  16. 16. All Nokia employees can participateNokia Logo + ”Employee” statusEmployee guidelines for social mediaElearning course 16
  17. 17. Employee participation in social mediaBe preparedBe transparentBe smartBe niceBe yourselfBe professional 17
  18. 18. 3 steps for building a customer care forumPeople are already talking about your company and products online.Invite the discussion into your own domain, so you can monitor, participate,and – to an extent - control it.Having a sustained social presence in your own domain brings continuity and focus. 1 Create the meeting place - get internal buy-in and support - define your scope and purpose - nominate the team - community manager + moderators - integrate the forum with your website - invite your customers - recognize key contributors over time - start the discussion 18
  19. 19. 3 steps for building a customer care forum 2 Listen and act - gather customer feedback and make it heard inside the company - align social media feedback process to your existing ones - act on the feedback and improve your products - advocate the forum for all employees 3 Inform and engage - acknowledge issues, do not hide them - let people know that you have heard them - inform people what happens next - empower and help your employees to participate openly 19
  20. 20. Thank you@juhish