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Digital TransformationA BluePrint of SanityChris SchaumannHead Consumer EngagementNokia, Southeast Asia & Pacific1   © 201...
Agenda2   © 2011 Nokia   7/6/2011
Real(ity)3   © 2011 Nokia   7/6/2011
Digital 20154   © 2011 Nokia Company Confidential 6/15/2011   Source: http://digitallife.neolabels.com/
Exploding Online Users in APAC                                                                           Over 2 Billion Us...
Mobile Dominance7   © 2011 Nokia Company Confidential 7/6/2011   Source: Morgan Stanley Research
Geo-Social Universe8   © 2011 Nokia Company Confidential 7/6/2011
Talking vs. Listening9   © 2011 Nokia Company Confidential 7/6/2011
2011 Digital Ad Share - APAC35%30%          19% APAC average25%                             Mobile,                       ...
9 out of 12 studies Online was        proven to be the most cost     effective medium in influencing a     brand’s brandin...
Agenda12   © 2011 Nokia   7/6/2011
Advertising v3.0Experiences count13   © 2011 Nokia Company Confidential 7/6/2011
New Marketing Model14   © 2011 Nokia Company Confidential 7/6/2011   Source: Isobar http://www.youtube.com/watch?v=lN_RgS5...
BOUGHT    EARNED                                                  MEDIA         MEDIA                     Strangers       ...
Cyclical Boosts  Short-term                 ImpactCampaign Peak                               Own MediaBought Media17   ©...
= Constant Impact                                                  Own Media     Bought Media                             ...
Owned Media19   © 2011 Nokia Company Confidential 7/6/2011
Owned Media                                                  CRM                                                  Owned   ...
Bought MediaContinuous Engagement21   © 2011 Nokia Company Confidential 7/6/2011
Reaching Neighbors – ”Bought Media”                                                        eMa                            ...
23   © 2011 Nokia Company Confidential 7/6/2011
Social MediaIt’s time to Listen24   © 2011 Nokia Company Confidential 7/6/2011
Cultivating Conversations – ”EarnedMedia”                                                   NokiaEarned Media             ...
Source: Razorfish - Consumer Experience Report, 200826   © 2011 Nokia Company Confidential 7/6/2011
Social Media Revolution 327   © 2011 Nokia Company Confidential 7/6/2011   Source: http://www.youtube.com/watch?v=x0EnhXn5...
(Social Media) Marketing29   © 2011 Nokia Company Confidential 7/6/2011
Agenda31   © 2011 Nokia   7/6/2011
Nokia’s Strategy32   © 2011 Nokia Company Confidential 7/6/2011
Digital² ProgramChanging Minds and Hands35   © 2011 Nokia Company Confidential 7/6/2011
Digital ROIFocus on what matters most36   © 2011 Nokia Company Confidential 7/7/2011
Southeast Asia & Pacific– E7 Launch: SuccessMeter -Case Study37   © 2011 Nokia   7/6/2011
38   © 2011 Nokia Company Confidential 7/6/2011
Nokia N9                                                  http://swipe.nokia.com/39   © 2011 Nokia Company Confidential 7/...
Social Media ROI40   © 2011 Nokia Company Confidential 7/6/2011   Source: http://www.youtube.com/watch?v=ypmfs3z8esI
Summary42   © 2011 Nokia   7/6/2011
Advertising v3.0 Bloghttp://advertising3.wordpress.com/43   © 2011 Nokia   7/6/2011
44   © 2011 Nokia   7/6/2011
Contact     Chris Schaumann     Head of Consumer Engagement     Southeast Asia & Pacific     Nokia Pte Ltd     Mobile:    ...
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Nokia Digital Transformation

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- Latest trends and developments in digital advertising and marketing and their implications
- Transforming Nokia into a 21st century marketing organization
- Nokia's social media strategy and digital success stories

Fing out more at my Advertising v3.0 Blog http://advertising3.wordpress.com/

Published in: Business, Technology

Nokia Digital Transformation

  1. 1. Digital TransformationA BluePrint of SanityChris SchaumannHead Consumer EngagementNokia, Southeast Asia & Pacific1 © 2011 Nokia 7/6/2011
  2. 2. Agenda2 © 2011 Nokia 7/6/2011
  3. 3. Real(ity)3 © 2011 Nokia 7/6/2011
  4. 4. Digital 20154 © 2011 Nokia Company Confidential 6/15/2011 Source: http://digitallife.neolabels.com/
  5. 5. Exploding Online Users in APAC Over 2 Billion Users worldwide 900 846 Million in APAC (43%) 800 700 600 500 475 825 400 300 266 200 205 100 111 - 63 Asia 21 Europe North Latin America Africa America Middle East Australia/ Oceania6 © 2011 Nokia Company Confidential 7/7/2011 Source: www.internetworldstats.com, May 2011
  6. 6. Mobile Dominance7 © 2011 Nokia Company Confidential 7/6/2011 Source: Morgan Stanley Research
  7. 7. Geo-Social Universe8 © 2011 Nokia Company Confidential 7/6/2011
  8. 8. Talking vs. Listening9 © 2011 Nokia Company Confidential 7/6/2011
  9. 9. 2011 Digital Ad Share - APAC35%30% 19% APAC average25% Mobile, 10% Display, 47% Search,20% 43% Display15% Search Mobile10%5%0%10 © 2011 Nokia Company Confidential 7/6/2011 Source: PricewaterhouseCoopers LLP, Wilkofsky Gruen Associates – Estimates, Apr 2010
  10. 10. 9 out of 12 studies Online was proven to be the most cost effective medium in influencing a brand’s branding or sales metrics11 © 2011 Nokia Company Confidential 7/6/2011
  11. 11. Agenda12 © 2011 Nokia 7/6/2011
  12. 12. Advertising v3.0Experiences count13 © 2011 Nokia Company Confidential 7/6/2011
  13. 13. New Marketing Model14 © 2011 Nokia Company Confidential 7/6/2011 Source: Isobar http://www.youtube.com/watch?v=lN_RgS5xU-o
  14. 14. BOUGHT EARNED MEDIA MEDIA Strangers Participants OWNDigital MEDIAMarketing CustomersChannels16 © 2011 Nokia Company Confidential 7/6/2011
  15. 15. Cyclical Boosts  Short-term ImpactCampaign Peak Own MediaBought Media17 © 2011 Nokia Company Confidential 7/6/2011
  16. 16. = Constant Impact Own Media Bought Media Earned Media18 © 2011 Nokia Company Confidential 7/6/2011
  17. 17. Owned Media19 © 2011 Nokia Company Confidential 7/6/2011
  18. 18. Owned Media CRM Owned Media Nokia.com Nokia.mobi20 © 2011 Nokia Company Confidential 7/6/2011
  19. 19. Bought MediaContinuous Engagement21 © 2011 Nokia Company Confidential 7/6/2011
  20. 20. Reaching Neighbors – ”Bought Media” eMa rketi ng Experienti al Viral Bought Media OVI.com Nokia.com SEM/SEO Mobile Marketing Digital Media 22 © 2011 Nokia Company Confidential 7/6/2011
  21. 21. 23 © 2011 Nokia Company Confidential 7/6/2011
  22. 22. Social MediaIt’s time to Listen24 © 2011 Nokia Company Confidential 7/6/2011
  23. 23. Cultivating Conversations – ”EarnedMedia” NokiaEarned Media Online 25 © 2011 Nokia Company Confidential 7/6/2011
  24. 24. Source: Razorfish - Consumer Experience Report, 200826 © 2011 Nokia Company Confidential 7/6/2011
  25. 25. Social Media Revolution 327 © 2011 Nokia Company Confidential 7/6/2011 Source: http://www.youtube.com/watch?v=x0EnhXn5boM June 2011
  26. 26. (Social Media) Marketing29 © 2011 Nokia Company Confidential 7/6/2011
  27. 27. Agenda31 © 2011 Nokia 7/6/2011
  28. 28. Nokia’s Strategy32 © 2011 Nokia Company Confidential 7/6/2011
  29. 29. Digital² ProgramChanging Minds and Hands35 © 2011 Nokia Company Confidential 7/6/2011
  30. 30. Digital ROIFocus on what matters most36 © 2011 Nokia Company Confidential 7/7/2011
  31. 31. Southeast Asia & Pacific– E7 Launch: SuccessMeter -Case Study37 © 2011 Nokia 7/6/2011
  32. 32. 38 © 2011 Nokia Company Confidential 7/6/2011
  33. 33. Nokia N9 http://swipe.nokia.com/39 © 2011 Nokia Company Confidential 7/7/2011
  34. 34. Social Media ROI40 © 2011 Nokia Company Confidential 7/6/2011 Source: http://www.youtube.com/watch?v=ypmfs3z8esI
  35. 35. Summary42 © 2011 Nokia 7/6/2011
  36. 36. Advertising v3.0 Bloghttp://advertising3.wordpress.com/43 © 2011 Nokia 7/6/2011
  37. 37. 44 © 2011 Nokia 7/6/2011
  38. 38. Contact Chris Schaumann Head of Consumer Engagement Southeast Asia & Pacific Nokia Pte Ltd Mobile: +65 9620 1029 Email: chris.schaumann@nokia.com Site: http://www.nokia-asia.com/ Blog: http://advertising3.wordpress.com/ Twitter: @Chriss3545 © 2011 Nokia 7/6/2011

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