#GorkanaSocial panel event: Molly Flatt, 1000heads
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Molly Flatt from 1000head's slides from the Gorkana "Social Currency: Building Brand Advocacy" event on 17 April 2013.
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#GorkanaSocial panel event: Molly Flatt, 1000heads
- 1. Nokia Connects Advocacy Programme Gorkana | April 2013 t: +44 203 206 2000 www.1000heads.com ©1000heads 2013 @mollyflatt @1000heads
- 2. 7 years old @Nokia_Connects (18,000 followers) Nokia Connects blog (50,000 unique visits weekly) Global network of > 20,000 advocates Inspires > 360,000 conversations every year > 50 device experiences per month Nokia Connects
- 3. • Learn more about Nokia products • Buy Nokia products / make a purchase decision • Do more with Nokia products to get the best out of them. • Tell more of their friends about how great Nokia products are online and offline. We help people…
- 4. • Generate Nokia conversation from advocates • Inspire creation of content with Nokia smartphones • Build relationships with non-tech influencers • Drive sales of smartphones Our key objectives…
- 5. 2 3 4 5 The advocacy journey ENGAGE INSPIRE NURTURE GROW Through listening and manual profiling, we identify and profile voices from relevant passion groups, looking at reach and influence, quality of content, passion and interaction within their communities We engage the chosen selection with personalised one-to-one contact and issue a unique pack to generate initial excitement and confirm involvement in the community We bring our influencers together using product trials, exciting ideas and invitations exclusive events that play on the strength of friendships and trying new experiences We maintain an on- going dialogue with our key influencers through on-going engagement on email, twitter, Facebook, F2F and on the phone –it’s a 1 to 1 relationship with real people We amplify and share content created across Nokia’s social presences, in order to raise awareness and engage new potential community members using assets from our previous campaigns PROFILE 1 6. INTEGRATE WITH CAMPAIGNS
- 7. Incredible relationships Nokia advocates propagate the #SwitchtoLumia message. @AlexNuggz has inspired 8 people to switch to Lumia
- 10. Non-tech audiences 57 top fashion bloggers 1,282 posts in social +26k video views 95% of fashion bloggers had never spoken about Nokia before +17m impressions generated from posts in social about Nokia LVK
- 11. On the ground at events
- 13. Real ROI 93% of respondents said they would recommend the trial device to friends and family 48% of triallists said they would switch to Lumia from their current phone We’ve been encouraging those who trial a Lumia to give us some honest feedback about their trial experience
- 14. I am often asked my family friends and colleges for my recommendations on the best smartphone. I generally recommend users switch to the iPhone or a Nexus device, but have found that neither match the performance, features and user friendliness of the Lumia 920 “ Dushyanthan – Lumia 920, Jan
- 15. Its an awesome experience! I had no idea companies did this and I've really gained a lot of respect and appreciation for Nokia and their great team for allowing me to proper test out the phone for free. Really happy I was given the opportunity :) “ Ollie – Lumia 900, Dec
- 16. I feel like Nokia is getting more and more innovative and closer to its customers, which is phenomenal in such a competitive market.… I think the trial experience proposed by Nokia is the best marketing strategy and I wouldn't change much! “ Georgina – Lumia 920, Dec
- 17. I think its a great way to get the phones out there. So many people still have no idea about what Windows Phone is all about, letting people use them for a period of time is a great way of getting them hooked “ Steven Lumia 800 trial, December
Editor's Notes
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- We reached beyond the traditional mobile-tech communities to challenge 200 socially influential individuals who had a ‘beef’ with gravity – who mostly got their kicks from jumping, floating, flying or climbing – to show us what they could do with a lightweight revolutionary motion capture phone. Out of our shortlisted group of 200 N8 Producers, the winning entrants – as chosen by Nokia’s marketing team and their 4 million Nokia Facebook fans – got to cut the gravitational cord completely by being taken to NASA’s Cape Canaveral and up into zero gravity to shoot and capture without limits – a dream realised.This was a truly earned media campaign. Over 50,000 conversations and content about the project were created and seen by over 30 million people with 174,000 likes & comments across Facebook, Twitter and other social platforms There was no bought media support whatsoever and all contributors weren’t paid to participate or create.Videos were picked up and showcased on ESPN’s Sports Nation in the U.S.A. and another featured in an article on Mashable that collated “Seven Superb Short Films Shot With Mobile Cellphones” as the number one best film. This exposed the content – and the N8’s capabilities – to very wide and mainstream audiences across the world
- Twitter users are being given a chance to win a Nokia Lumia 820 – as well as a personalised 3D printed case with their Twitter handle on the back cover – by tweeting ‘something fun, entertaining, witty’ to the @Nokia_Connects account while using the hashtag #Lumia820.
- With that in mind, we are setting fashion fanatics a unique fashion quest – armed, of course, with the Nokia Lumia 900, to bring their personality to life.Our trend-setters are being given the task of inspiring Leila’s next jewellery creation! Participants will select one of the five bespoke LVK collections to create the ultimate mood board on their blog, filled with individual style inspirations captured through the lens of the Lumia.And that’s not all! We are giving one overall winner the chance to join Leila in London and make their mood board come to life by creating their very own, bespoke LVK jewellery piece alongside Leila. Also ties in with the Style Saint moodboard app
- But this February, by asking what would really be helpful to busy event-hopping attendees, we helped Nokia devise the ‘social taxi’: a cab branded with eye-catching Lumia 800 Amazing Everyday visuals, which could be ordered by anyone in town tweeting @nokia_connects using the #SMWLDN and #nokiaconnectshashtags. As well as taking you from A to B, the cab offered random lucky travellers the chance to head to a game of laser tag, a relaxing massage or a glass blowing class instead. And it reacted in real time to remain as useful as possible. When one tweeter bemoaned the fact that he’d left it too late to buy his girlfriend a Valentines gift, the cab picked up a romantic treat and delivered it straight to his feet. If a business is relevant, helpful and full of delightful surprises, it truly earns its place in social media.
- Themed community management of Nokia social presences and bespoke Facebook apps, were used to introduce the world’s first dynamic 3D Map of Gotham City. The interactive map – an accurate representation of the 2D version seen in the film – contained Dark Knight themed trivia to encourage users to solve puzzles, explore the map and share with their friends. This extraordinary map demonstrated Nokia’s innovation and expertise with 3D mapping technology.Seeding of exclusive content to relevant online communities played a pivotal role; product, ATL and video content was integrated and leveraged to raise awareness and sustain conversation throughout the campaign. 1000heads kicked things off by creating 40 bespoke Lumia 800s engraved with the iconic bat shield; the “Nokia Bat Phone”. These 40 devices were sent to influential technology bloggers (resulting in over 25 million social impressions), driving so much interest that Nokia created 5,000 limited edition Nokia Lumia 900s, which sold out immediately.