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Social Media and Measurement
at Nokia

@jussipekka
@mingk
@saara
@timymc
We are the Connecting People people!
We enable social
through our services & partnerships on Nokia devices




We build relationships
with our customers, assist in problems and reach
out to prospects through social media



2
Integrating social into your business

                Share brand message and           Use information shared by          Share the responsibility of
                content to ignite conversations   consumers to respond quickly       developing our offering across
                and action among consumers        and with relevant offerings        functions and with partners in
                                                                                     the ecosystem
Social as a                                                                                                           Social as a
marketing                                                                                                             business
channel                                                                                                               model


                                             Consumer                Intranet to                Social as the
                                             advisory                operate like               backbone for all our
              Active
                                             panels                  social                     services (eg social
              monitoring of
              and                                                    networking                 phonebook)
                                                                     sites
              participation      Consumer               Sales                    Crowd-sourcing
              in consumer        generated              promotions               product
              forums and         content in             in social                development (eg
              social             marketing (eg          presences                between
              networking         product                                         consumers and
              sites              reviews in                                      developers)
                                 retail)
The Challenge




4
The Framework
                                                      Derive real-time marketing
                                                      intelligence by connecting
                                                      external social media and
                                                      internal conversations as part of
                                                      a single Nokia ecosystem
                                     organisational
                                    optimisation


                                          SHARE TO
                                          CONNECT



Nokia guidelines of common
social user experiences. Analyze
and aggregate customer insights
                                                      Encourage a new organisational
to get the right actions to the
                                                      model through collaboration
right teams at the right time
                                                      and rewards.
                                                      Socialize intelligence internally
                                                      within Nokia to create
        Source: 2009 Dachis group
                                                      actionable insights.
Nokia’s approach


                           Marketing




                   Care                   Comms




                          R&D, HR, CSR,
                            Insights




6
Global and local sales units work in a community mode
                                      Mark
                                     eting
                                   Com
                                    ms Care
                  Mark                                 Mark
                 eting                                eting
               Com                                  Com
                ms Care                              ms Care


                                 Marketing

       Mark
      eting                                                       Mark
                                              Com                eting
                          Care
    Com
     ms Care
                                               ms              Com
                                                                ms Care




                                  others
                  Mark                                 Mark
                 eting                                eting
               Com                                  Com
                ms Care                              ms Care
                                      Mark
                                     eting
                                   Com
                                    ms Care




7
The 4 A’s of Social Marketing
To be relevant and actionable, we need to define KPI framework
based on intent /objective of social media campaign relative to
the medium
• What is the campaign
  trying to achieve?
                                             Awareness           Appreciation
• What type of reaction
  do we want to drive?
                                        Cost per Impression   Cost per Engagement
• Measure activities according to those
                                               (CPM)                  (CPE)
 objectives


 Metrics taken from IAB standardized        Action                 Advocacy
 metrics (most relevant to Nokia) and
 Sloan management review article
 Can You Measure the ROI of your        Cost per Lead           Cost per Referral
 Social Media Marketing?                    (CPL)                     (CPR)
Business Value to Nokia
By measuring and tracking priority KPIs, we have a clear understanding of our targets and how we
can impact them. As a result we can make decisions, take actions and measure results.


                                                                   Social media
                                        Business metric                                  Engagement data
                                                                     analytics

                                             Impressions
                        Awareness                                    Share of Voice       Impressions (CPM)
                                         (impact on ROI & cost)


                                             Engagement
                                                                   Cost per Engagement   # of likes, comments,
                        Appreciation    (sum total of engagement
                                              interaction)
                                                                          (CPE)                   replies


                                              Conversion               Cost per DL &        # of downloads
                        Action              (Revenue € value)          Cost per Sale           and sales



                        Advocacy            Advocacy Index            Word of Mouth             research




Source: Jeremiah Owyang – ROI pyramid
        & IAB framework
The ROI Pyramid
We must base the KPIs on the medium and the goals, but they
must be tailored to the right people.
Get the right data to the right people.
Jeremiah Owyang’s ROI Pyramid


                                                             Social Media
 DM KPI                     Engagement Data                                                Business metrics
                                                              Analytics


   Conv
 Volume ;                                                  WOM / Share of                   costs / ROI
             Awareness      # uniques / CPM                                              (same or awareness w.
own media                                                     Voice                            less spend)
  visits



                              # comments,                Engagement / CPE /                    Customer
 Polarity    Appreciation
                              replies, likes                  Polarity                        Satisfaction


Services &
                            # of downloads /                 Cost per dl /
  Device        Action                                                                     Revenue / Sales
Retention                      active users              Cost per active user



                            # of shares, likes,
              Advocacy                                            WOM                    Reputation / costs
                                   CPR



                                     How do Engagement Data metric & Social Media Analytics data
                                     impact Business metrics?
Company Confidential. ©2010 Nokia




 @jussipekka
 @mingk
 @saara
 @timymc
 http://twitter.com/nokia/nokians




12

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Social Media and Measurement at Nokia

  • 1. Social Media and Measurement at Nokia @jussipekka @mingk @saara @timymc
  • 2. We are the Connecting People people! We enable social through our services & partnerships on Nokia devices We build relationships with our customers, assist in problems and reach out to prospects through social media 2
  • 3. Integrating social into your business Share brand message and Use information shared by Share the responsibility of content to ignite conversations consumers to respond quickly developing our offering across and action among consumers and with relevant offerings functions and with partners in the ecosystem Social as a Social as a marketing business channel model Consumer Intranet to Social as the advisory operate like backbone for all our Active panels social services (eg social monitoring of and networking phonebook) sites participation Consumer Sales Crowd-sourcing in consumer generated promotions product forums and content in in social development (eg social marketing (eg presences between networking product consumers and sites reviews in developers) retail)
  • 5. The Framework Derive real-time marketing intelligence by connecting external social media and internal conversations as part of a single Nokia ecosystem organisational optimisation SHARE TO CONNECT Nokia guidelines of common social user experiences. Analyze and aggregate customer insights Encourage a new organisational to get the right actions to the model through collaboration right teams at the right time and rewards. Socialize intelligence internally within Nokia to create Source: 2009 Dachis group actionable insights.
  • 6. Nokia’s approach Marketing Care Comms R&D, HR, CSR, Insights 6
  • 7. Global and local sales units work in a community mode Mark eting Com ms Care Mark Mark eting eting Com Com ms Care ms Care Marketing Mark eting Mark Com eting Care Com ms Care ms Com ms Care others Mark Mark eting eting Com Com ms Care ms Care Mark eting Com ms Care 7
  • 8. The 4 A’s of Social Marketing To be relevant and actionable, we need to define KPI framework based on intent /objective of social media campaign relative to the medium • What is the campaign trying to achieve? Awareness Appreciation • What type of reaction do we want to drive? Cost per Impression Cost per Engagement • Measure activities according to those (CPM) (CPE) objectives Metrics taken from IAB standardized Action Advocacy metrics (most relevant to Nokia) and Sloan management review article Can You Measure the ROI of your Cost per Lead Cost per Referral Social Media Marketing? (CPL) (CPR)
  • 9. Business Value to Nokia By measuring and tracking priority KPIs, we have a clear understanding of our targets and how we can impact them. As a result we can make decisions, take actions and measure results. Social media Business metric Engagement data analytics Impressions Awareness Share of Voice Impressions (CPM) (impact on ROI & cost) Engagement Cost per Engagement # of likes, comments, Appreciation (sum total of engagement interaction) (CPE) replies Conversion Cost per DL & # of downloads Action (Revenue € value) Cost per Sale and sales Advocacy Advocacy Index Word of Mouth research Source: Jeremiah Owyang – ROI pyramid & IAB framework
  • 10. The ROI Pyramid We must base the KPIs on the medium and the goals, but they must be tailored to the right people. Get the right data to the right people.
  • 11. Jeremiah Owyang’s ROI Pyramid Social Media DM KPI Engagement Data Business metrics Analytics Conv Volume ; WOM / Share of costs / ROI Awareness # uniques / CPM (same or awareness w. own media Voice less spend) visits # comments, Engagement / CPE / Customer Polarity Appreciation replies, likes Polarity Satisfaction Services & # of downloads / Cost per dl / Device Action Revenue / Sales Retention active users Cost per active user # of shares, likes, Advocacy WOM Reputation / costs CPR How do Engagement Data metric & Social Media Analytics data impact Business metrics?
  • 12. Company Confidential. ©2010 Nokia @jussipekka @mingk @saara @timymc http://twitter.com/nokia/nokians 12