Nuance Communications Social Media Marketing Campaign July 2009
<ul><li>Overview: </li></ul><ul><ul><li>Why have a social media presence?  </li></ul></ul><ul><ul><li>Social media options...
Why have a social media presence?  <ul><ul><li>Establish Nuance as a thought leader </li></ul></ul><ul><ul><ul><li>Engage ...
<ul><ul><li>Cost effective </li></ul></ul><ul><ul><ul><li>Collecting market requirements: cheaper than traditional focus g...
We seek out consumers: search for keywords on Twitter, then follow those users  Consumers find us: searching on Google, ad...
Social media options: the universe and major players Social Media 24/7 webcam Online presence aggregator
<ul><li>Interact, engage, listen </li></ul><ul><li>Post quality content </li></ul><ul><ul><li>Information community might ...
<ul><li>Overview </li></ul><ul><li>Nuance Mobile in social media </li></ul><ul><ul><ul><li>Goals for Nuance Mobile’s socia...
<ul><li>Short term </li></ul><ul><ul><li>Engage with customers and industry pros </li></ul></ul><ul><ul><li>Build communit...
Social media overview for Nuance Mobile  Performed by a social media employee Performed by internal employees Key
Social media venues: bucket view
How will Twitter work for us?  <ul><li>Connect with like minded people </li></ul><ul><li>Be an active participant in discu...
Nuance Mobile division blog: voice of the company
<ul><li>Overview </li></ul><ul><li>Social media overview for Nuance Mobile </li></ul><ul><li>Strategy per product:  </li><...
<ul><ul><li>Subscriber size:  </li></ul></ul><ul><ul><ul><li>520k users when free, 18K users when paid </li></ul></ul></ul...
<ul><li>Overview </li></ul><ul><li>Strategy per product:  </li></ul><ul><ul><li>Jott </li></ul></ul><ul><ul><li>NVC 2.1: t...
NVC 2.1: Commercial launch goals & venues <ul><li>Continue phase 1 activities. Add: </li></ul><ul><li>YouTube: instruction...
How does everything work together? NVC website and blog connects to all touch points & share points <ul><li>Potential cust...
Frequent & varied updates grows community Frequency of updates and community size Content purpose and venue
Metrics, market size and forecasts Market size & download forecast Engagement based on Nuance Mobile Twitter and Jott soci...
DTC campaign job descriptions <ul><li>Product marketing manager is overall owner </li></ul><ul><li>Social media employee i...
Savings & value outweigh costs
<ul><li>Overview </li></ul><ul><li>Social media overview for Nuance Mobile </li></ul><ul><li>Strategy per product:  </li><...
T9 Nav: Follow the NVC social media plan  <ul><ul><li>Push social media sites to build community </li></ul></ul><ul><ul><u...
Who’s following T9 Nav?  <ul><li>Notes on categories: </li></ul><ul><ul><li>“ Industry people” includes bloggers </li></ul...
Why did they follow T9 Nav? Keywords used: Feb, March, April 146 followers or ~12/ week, 22 tweets Sample tweets: Keywords...
<ul><li>Overview </li></ul><ul><li>Social media overview for Nuance Mobile </li></ul><ul><li>Strategy per product:  </li><...
<ul><li>Goals </li></ul><ul><ul><li>Raise awareness of capability of product </li></ul></ul><ul><ul><li>Generate buzz to g...
<ul><li>Voice control on the iPhone </li></ul><ul><ul><li>Collect data on number of mentions and categories </li></ul></ul...
TALKS&ZOOMS: Leverage a niche audience <ul><li>Goals </li></ul><ul><ul><li>Take advantage of a focused target market </li>...
Final recommendation Nuance Mobile as B2B <ul><li>Quality content will establish Nuance as a thought leader, helping the i...
<ul><li>Next steps </li></ul><ul><li>Twitter and Facebook statistics for all Nuance pages </li></ul><ul><li>Aflac duck Fac...
<ul><li>Moving forward with T9 Nav </li></ul><ul><ul><li>Website consolidation and redesign </li></ul></ul><ul><ul><li>Add...
Twitter & Facebook statistics for all Nuance pages July 29, 2009 <ul><li>T9 Nav Tw: 44 updates, following 302, 205 followe...
<ul><li>Aflac duck’s photo album </li></ul><ul><li>134,843 fans </li></ul>
<ul><li>Facebook newsfeed showing Aflac duck updates, friend updates, NYT updates </li></ul>
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090729social Media For Nuance Mobilerv2

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  • 090729social Media For Nuance Mobilerv2

    1. 1. Nuance Communications Social Media Marketing Campaign July 2009
    2. 2. <ul><li>Overview: </li></ul><ul><ul><li>Why have a social media presence? </li></ul></ul><ul><ul><li>Social media options </li></ul></ul><ul><ul><li>How to be successful </li></ul></ul><ul><li>Nuance Mobile in social media </li></ul><ul><li>Strategy per product </li></ul><ul><li>Final recommendation </li></ul>Contents
    3. 3. Why have a social media presence? <ul><ul><li>Establish Nuance as a thought leader </li></ul></ul><ul><ul><ul><li>Engage with community </li></ul></ul></ul><ul><ul><ul><li>Increase visibility to all departments within OEMs </li></ul></ul></ul><ul><ul><ul><li>Identify & strengthen relationships with decision makers & influencers </li></ul></ul></ul><ul><ul><li>Collect market requirements </li></ul></ul><ul><ul><ul><li>Immediate feedback in a real world setting </li></ul></ul></ul><ul><ul><ul><li>Get product ideas </li></ul></ul></ul><ul><ul><ul><li>Help determine future product positioning </li></ul></ul></ul><ul><ul><ul><li>Sharing attracts attention </li></ul></ul></ul><ul><ul><li>Complement to traditional PR efforts </li></ul></ul><ul><ul><ul><li>Reinforce messages </li></ul></ul></ul><ul><ul><ul><li>Ex: Michael Thompson Speech Tech Mag interview </li></ul></ul></ul><ul><ul><li>Raw statistics </li></ul></ul><ul><ul><ul><li>Statistics are from insidefacebook.com and Nielsen Online </li></ul></ul></ul>
    4. 4. <ul><ul><li>Cost effective </li></ul></ul><ul><ul><ul><li>Collecting market requirements: cheaper than traditional focus groups </li></ul></ul></ul><ul><ul><ul><ul><li>From Groundswell : GM’s CEO blog estimated cost savings: customer insights from feedback equal to 5 focus groups at $8k each = $40k savings </li></ul></ul></ul></ul><ul><ul><ul><li>Advertising: increased visibility among interested audiences for a fraction of traditional ad campaign costs </li></ul></ul></ul><ul><ul><ul><li>Customer support: in addition to phone & email support </li></ul></ul></ul>Why have a social media presence for DTC products? <ul><ul><li>16 total forms of advertising ranked. Source: Nielsen </li></ul></ul><ul><ul><li>Established communities & qualified reviews build trust </li></ul></ul><ul><ul><li>Respondents trust “completely” or “somewhat” in the following forms of advertising: </li></ul></ul><ul><ul><li>Top 2: </li></ul></ul><ul><ul><li>Bottom 2: </li></ul></ul>
    5. 5. We seek out consumers: search for keywords on Twitter, then follow those users Consumers find us: searching on Google, ads, WOM Consumer lands on product website Consumer explores social media touch points, sees community, reviews, customer support Consumer is more likely to purchase if a sizeable engaged community is visible Community influence on DTC sales cycle <ul><ul><li>A strong community builds trust and increases probability users will download product </li></ul></ul><ul><ul><li>Sample touch points: </li></ul></ul>
    6. 6. Social media options: the universe and major players Social Media 24/7 webcam Online presence aggregator
    7. 7. <ul><li>Interact, engage, listen </li></ul><ul><li>Post quality content </li></ul><ul><ul><li>Information community might not find </li></ul></ul><ul><ul><li>Our commentary </li></ul></ul><ul><ul><li>Relates to their interests </li></ul></ul><ul><li>Get internal buy-in and involvement </li></ul><ul><li>Hire dedicated resource to be the project manager </li></ul><ul><li>Be transparent </li></ul><ul><li>Be prepared to offer feedback and support </li></ul><ul><li>Be prepared for negative comments </li></ul><ul><li>Don’t be promotional </li></ul>To be successful in social media…
    8. 8. <ul><li>Overview </li></ul><ul><li>Nuance Mobile in social media </li></ul><ul><ul><ul><li>Goals for Nuance Mobile’s social media presence </li></ul></ul></ul><ul><ul><ul><li>Social media overview for Nuance Mobile </li></ul></ul></ul><ul><ul><ul><li>Social media options detailed </li></ul></ul></ul><ul><ul><ul><li>Twitter overview </li></ul></ul></ul><ul><ul><ul><li>Division blog </li></ul></ul></ul><ul><li>Strategy per product </li></ul><ul><li>Final recommendation </li></ul>Contents
    9. 9. <ul><li>Short term </li></ul><ul><ul><li>Engage with customers and industry pros </li></ul></ul><ul><ul><li>Build community </li></ul></ul><ul><ul><li>Collect market requirements </li></ul></ul><ul><li>Long term </li></ul><ul><ul><li>Establish as a thought leader </li></ul></ul><ul><ul><li>Raise awareness, influence perceptions </li></ul></ul><ul><ul><li>Increase revenue </li></ul></ul><ul><li>Measurement </li></ul><ul><ul><li>Difficult to show direct link to revenue growth </li></ul></ul><ul><ul><li>Define measurement by reach and engagement </li></ul></ul><ul><ul><li>Link “buzz” to traditional ROI </li></ul></ul>Goals for Nuance Mobile’s social media presence
    10. 10. Social media overview for Nuance Mobile Performed by a social media employee Performed by internal employees Key
    11. 11. Social media venues: bucket view
    12. 12. How will Twitter work for us? <ul><li>Connect with like minded people </li></ul><ul><li>Be an active participant in discussions & help out others. Use that social currency to leverage brand & push messages. </li></ul><ul><li>Build personal relationships with customers. People are more likely to buy from businesses with a visible online personality. </li></ul><ul><li>Pull & send traffic to other social media sites, increasing product visibility </li></ul><ul><li>Good content can be rewarded with “retweets,” helping product go viral </li></ul><ul><li>Tweet links to products and articles, helping your community discover relevant content </li></ul>Traffic Networking <ul><li>Share info and ideas, ask your community questions and get feedback </li></ul><ul><li>Enhance productivity: use Twitter to follow all industry news </li></ul><ul><li>Find out what others are saying about yours and competitor’s products </li></ul>Information <ul><li>Customers are more likely to purchase from a business visibly providing support </li></ul><ul><li>Use real time messaging to alert existing users of product updates or problems </li></ul><ul><li>Send surveys to your community to get quality feedback </li></ul>Customer service
    13. 13. Nuance Mobile division blog: voice of the company
    14. 14. <ul><li>Overview </li></ul><ul><li>Social media overview for Nuance Mobile </li></ul><ul><li>Strategy per product: </li></ul><ul><ul><li>Jott: Brand built by social media </li></ul></ul><ul><ul><li>NVC 2.1 </li></ul></ul><ul><ul><li>T9 Nav </li></ul></ul><ul><ul><li>XT9 </li></ul></ul><ul><ul><li>VSuite </li></ul></ul><ul><ul><li>TALKS&ZOOMS </li></ul></ul><ul><li>Final recommendation </li></ul>Contents
    15. 15. <ul><ul><li>Subscriber size: </li></ul></ul><ul><ul><ul><li>520k users when free, 18K users when paid </li></ul></ul></ul><ul><ul><ul><ul><li>Switched to paid in January 2008 </li></ul></ul></ul></ul><ul><li>Summary: </li></ul><ul><ul><ul><ul><li>Started social media sites after users created their own pages </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Didn’t track ROI </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Best for customer communication </li></ul></ul></ul></ul><ul><ul><li>Resources: 15% of marcom employee’s time, other employees contributed content ~2 times/ month </li></ul></ul><ul><li>Details on social media presence: </li></ul>Jott: Brand built by social media
    16. 16. <ul><li>Overview </li></ul><ul><li>Strategy per product: </li></ul><ul><ul><li>Jott </li></ul></ul><ul><ul><li>NVC 2.1: the DTC test campaign </li></ul></ul><ul><ul><ul><li>Goal and venues </li></ul></ul></ul><ul><ul><ul><li>How social media sites will work together </li></ul></ul></ul><ul><ul><ul><li>Content </li></ul></ul></ul><ul><ul><ul><li>Metrics, market size and forecast </li></ul></ul></ul><ul><ul><ul><li>Job descriptions </li></ul></ul></ul><ul><ul><ul><li>Costs, savings and value </li></ul></ul></ul><ul><ul><li>T9 Nav </li></ul></ul><ul><ul><li>XT9 </li></ul></ul><ul><ul><li>VSuite </li></ul></ul><ul><ul><li>TALKS&ZOOMS </li></ul></ul><ul><li>Final recommendation </li></ul>Contents
    17. 17. NVC 2.1: Commercial launch goals & venues <ul><li>Continue phase 1 activities. Add: </li></ul><ul><li>YouTube: instructional videos </li></ul><ul><li>NVC blog: build brand, content archive, link to touch points and share points </li></ul><ul><li>NVC forum: migrate from Beta to public </li></ul>Goals: PHASE ONE: PHASE TWO: PHASE ONE PHASE TWO <ul><li>Why start with Twitter & Facebook? </li></ul><ul><li>First build community </li></ul><ul><li>Ideal venues for meeting all goals </li></ul><ul><li>Level of effort minimal for broad reach </li></ul>
    18. 18. How does everything work together? NVC website and blog connects to all touch points & share points <ul><li>Potential customers discover NVC via: </li></ul><ul><ul><li>Friends share NVC website via share points </li></ul></ul><ul><ul><li>Find us when searching Twitter for keywords we’ve posted </li></ul></ul><ul><ul><ul><li>Sample keywords: “Blackberry,” “voice control” </li></ul></ul></ul><ul><ul><li>Sizeable social networks return on page 1 of Google search results </li></ul></ul><ul><li>We find new users by: </li></ul><ul><ul><li>Searching Twitter for keywords and following those users </li></ul></ul><ul><ul><li>Cross selling: Imaging reports 25% of revenue comes from emails sent to users of other Nuance products </li></ul></ul>Content is shared Link to site Connect with us:
    19. 19. Frequent & varied updates grows community Frequency of updates and community size Content purpose and venue
    20. 20. Metrics, market size and forecasts Market size & download forecast Engagement based on Nuance Mobile Twitter and Jott social media experience Forecast based on marketing manager’s projections PHASE ONE PHASE TWO Social media metrics Social media engagement forecast Free (months 1-3) Paid (months 4-6)
    21. 21. DTC campaign job descriptions <ul><li>Product marketing manager is overall owner </li></ul><ul><li>Social media employee is project manager for all social media activities </li></ul>
    22. 22. Savings & value outweigh costs
    23. 23. <ul><li>Overview </li></ul><ul><li>Social media overview for Nuance Mobile </li></ul><ul><li>Strategy per product: </li></ul><ul><ul><li>Jott </li></ul></ul><ul><ul><li>NVC 2.1 </li></ul></ul><ul><ul><li>T9 Nav: use lessons from Jott & NVC </li></ul></ul><ul><ul><li>XT9 </li></ul></ul><ul><ul><li>VSuite </li></ul></ul><ul><ul><li>TALKS&ZOOMS </li></ul></ul><ul><li>Final recommendation </li></ul>Contents
    24. 24. T9 Nav: Follow the NVC social media plan <ul><ul><li>Push social media sites to build community </li></ul></ul><ul><ul><ul><li>Create monthly newsletter, include touch points </li></ul></ul></ul><ul><ul><ul><ul><li>Include tidbits from blog to increase CTR </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Incentivize current users to post reviews </li></ul></ul></ul></ul><ul><ul><ul><li>Add touch points and share points to every page on website </li></ul></ul></ul><ul><ul><li>Changes to T9 Nav website </li></ul></ul><ul><ul><ul><li>Consolidate all sites to build brand consistency </li></ul></ul></ul><ul><ul><ul><li>Ensure entire process is user friendly </li></ul></ul></ul><ul><ul><ul><ul><li>Eliminate purchasing roadblocks </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Add customer service links to each page </li></ul></ul></ul></ul><ul><ul><li>Merge social media campaigns for consistency </li></ul></ul><ul><ul><ul><li>Ensure consistent message and brand </li></ul></ul></ul><ul><ul><ul><li>Sites should be connected and cohesive </li></ul></ul></ul><ul><ul><ul><li>Continue regional efforts </li></ul></ul></ul><ul><ul><ul><ul><li>Ex: Orkut social networking site in India </li></ul></ul></ul></ul><ul><ul><ul><li>Cost savings </li></ul></ul></ul>
    25. 25. Who’s following T9 Nav? <ul><li>Notes on categories: </li></ul><ul><ul><li>“ Industry people” includes bloggers </li></ul></ul><ul><ul><li>T9 Nav & NVC would fall into “related companies” </li></ul></ul><ul><ul><li>“ Industry news:” only provide info and do not interact </li></ul></ul>Word cloud of follower’s bio’s Followers by category (July only) Sample bio
    26. 26. Why did they follow T9 Nav? Keywords used: Feb, March, April 146 followers or ~12/ week, 22 tweets Sample tweets: Keywords used: July 1 to 28 62 followers or ~15/ week, 23 tweets Sample tweets:
    27. 27. <ul><li>Overview </li></ul><ul><li>Social media overview for Nuance Mobile </li></ul><ul><li>Strategy per product: </li></ul><ul><ul><li>Jott </li></ul></ul><ul><ul><li>NVC 2.1 </li></ul></ul><ul><ul><li>T9 Nav </li></ul></ul><ul><ul><li>XT9: raise visibility </li></ul></ul><ul><ul><li>VSuite: listening to a growing community </li></ul></ul><ul><ul><li>TALKS&ZOOMS: leverage a niche audience </li></ul></ul><ul><li>Final recommendation </li></ul>Contents
    28. 28. <ul><li>Goals </li></ul><ul><ul><li>Raise awareness of capability of product </li></ul></ul><ul><ul><li>Generate buzz to get reviewers to mention capability </li></ul></ul><ul><ul><li>Gather feedback on UI and design </li></ul></ul><ul><li>Types used </li></ul><ul><ul><li>Listen & interact on mobile phone forums </li></ul></ul><ul><ul><ul><li>Collect market requirements, use community to educate on product use </li></ul></ul></ul><ul><ul><li>Create and share videos </li></ul></ul><ul><li>Action </li></ul><ul><ul><ul><li>Idea #1: Create instructional videos for each phone </li></ul></ul></ul><ul><ul><ul><ul><li>Post on YouTube and distribute via social networks </li></ul></ul></ul></ul><ul><ul><ul><li>Idea #2: In-store “XT9 Challenge” at AT&T, Verizon, or Best Buy stores </li></ul></ul></ul><ul><ul><ul><ul><li>Share content with online community via Twitter, Facebook </li></ul></ul></ul></ul>XT9: Raising visibility
    29. 29. <ul><li>Voice control on the iPhone </li></ul><ul><ul><li>Collect data on number of mentions and categories </li></ul></ul><ul><ul><ul><li>Categories: raving, complaining, asking questions </li></ul></ul></ul><ul><ul><ul><li>“ iPhone” + “voice control” mentions continue but are slowing </li></ul></ul></ul><ul><ul><ul><ul><li>Twitter: post- 3GS release: ~4 mentions per hour </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Early July 2009: ~1 every 2 hours; late July: ~2 every 3 hours </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>YouTube: ~20 dedicated videos, ~1.3 million views </li></ul></ul></ul></ul><ul><ul><li>Apple features voice control on TV ads and in-store promotion showing it is a differentiator </li></ul></ul><ul><ul><li>Buzz is evidence that market demands the product </li></ul></ul><ul><li>VSuite on other phones </li></ul><ul><ul><li>Use Twitter to find users mentioning voice control </li></ul></ul><ul><ul><li>Engage with users and provide instructions on product </li></ul></ul>VSuite: Listening to a growing community
    30. 30. TALKS&ZOOMS: Leverage a niche audience <ul><li>Goals </li></ul><ul><ul><li>Take advantage of a focused target market </li></ul></ul><ul><ul><li>Raise awareness of products </li></ul></ul><ul><li>Type used </li></ul><ul><ul><li>Listen & engage on community forums, Twitter and blogs </li></ul></ul><ul><li>Action </li></ul><ul><ul><li>Monitor forums for related discussions, participate and provide product information </li></ul></ul>
    31. 31. Final recommendation Nuance Mobile as B2B <ul><li>Quality content will establish Nuance as a thought leader, helping the industry understand what we do </li></ul><ul><li>Blogs show commitment to understanding the customer </li></ul><ul><li>ROI difficult to calculate, focus instead on building community </li></ul>DTC products <ul><li>Build communities & promote interaction to increase conversion rate </li></ul><ul><li>Collect market requirements to determine future product positioning </li></ul><ul><li>Cost effective for providing customer service </li></ul><ul><li>Increased visibility is cheap advertising </li></ul><ul><li>Monitor buzz to get product ideas </li></ul><ul><li>Educating consumers will increase product usage </li></ul>Final thoughts <ul><li>Dedicated employee as project manager </li></ul><ul><li>Need internal buy-in to drive quality content </li></ul>
    32. 32. <ul><li>Next steps </li></ul><ul><li>Twitter and Facebook statistics for all Nuance pages </li></ul><ul><li>Aflac duck Facebook page </li></ul><ul><li>Aflac in the newsfeed </li></ul><ul><li>Keywords we track on Twitter </li></ul>Appendix index
    33. 33. <ul><li>Moving forward with T9 Nav </li></ul><ul><ul><li>Website consolidation and redesign </li></ul></ul><ul><ul><li>Add touch points </li></ul></ul><ul><ul><li>Create monthly newsletter </li></ul></ul><ul><li>Educating Nuance on social media </li></ul><ul><ul><li>Questions from XT9 UI engineers on gathering feedback on design </li></ul></ul><ul><ul><li>APAC Enterprise marketing managers </li></ul></ul><ul><li>Transition: </li></ul><ul><ul><li>Finding the right social media employee </li></ul></ul><ul><ul><li>Taking over @NuanceMobile </li></ul></ul>Next steps
    34. 34. Twitter & Facebook statistics for all Nuance pages July 29, 2009 <ul><li>T9 Nav Tw: 44 updates, following 302, 205 followers </li></ul><ul><li>NuanceMobile Tw: 73 updates, following 805, 558 followers </li></ul><ul><li>Jott on Tw: 194 updates, following 68, 719 followers </li></ul><ul><li>T9 Nav Facebook page: 143 fans, 3 updates in July </li></ul><ul><li>Other T9 Nav pages: </li></ul><ul><ul><li>Philippines: 222 fans, 2 July updates, never responded to my question about Nokia E71 </li></ul></ul><ul><ul><li>India: 42 fans, no recent updates, answered incorrectly to my question about Nokia E71, then said “T9Nav does not support QWERTY and touch screen handsets” </li></ul></ul><ul><li>Dragon FB page: 1077 fans, Tw: 110 </li></ul>
    35. 35. <ul><li>Aflac duck’s photo album </li></ul><ul><li>134,843 fans </li></ul>
    36. 36. <ul><li>Facebook newsfeed showing Aflac duck updates, friend updates, NYT updates </li></ul>
    37. 37. Tracking keywords

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