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Nokia Asia Pacific
Creating a #1 digital brand
2004 - 2008


                              1
What was the business need
 •    In order to maintain their leadership in the industry, Nokia needed to reinvent the way it
      has been marketing its mobile phones as consumers were moving online.
 •    Nokia’s corporate objective was to shift itself from a mobile phone manufacturer to become
      the mainstay of communications, enabling consumers access to information, services and
      content through their mobile phones.

        Nokia is Number 1 in the                          Make Nokia Number 1 in the land of
       telecommunications business                                   Internet Giants




      40% market
        share
      140 million    17% market   8% market   8% market
       phones          share        share       share




                    Over time, we recognised that the evolution of digital &
                     consumer trends were imperative in making digital
                           the backbone of Nokia’s entire business



                                                                                                   2
Digital Achievements
                        2004                   2005                   2006                 2007                2008

 Digital            Age of portals         Proliferation of      Web 2.0 evolution    Web 2.0 takes off    Web 2.0 way of
 Trends                                        portals                                                          life
                                                                  How to reinvent        How to build
 Nokia’s Key        How to create a       How to focus on          the business           integration      How to leverage
 Challenges        one-stop platform     consolidation and         model to map        between online       on new media
                  that synergised all     enhancements               evolving           and office and    trends and social
                 10 websites in APAC                               consumers’         build engagement        networks
                                                                   consumption
                                                                     patterns

                   XM engaged to              XM’s site                                 XM created         XM continues to
 XM’s insight-                                                     XM developed        award-winning        maintain brand
                     maintain 10         maintenance and
 driven                                                          Find and Compare          work for       site with engaging
                  brandsites in Asia       content creation
 solutions             Pacific           received a 75% in              Tool           Nokia Nseries      content, and built
                                         satisfaction score                            utilizing social         a social
                                          in agency review                                  media             community
                                                                                                          platform for music
                                           (2) Used data to         (3) Facilitated    (4) Leveraged           (5) Built
 XM’s key     (1) Made Nokia’s 10
                                         increase site traffic          target         social trends to    communities and
 achievements sites into a key sales           and user          understanding and    optimise channel    harnessed content
                  channel with digital
                                             engagement            increased user         planning        to extend Nokia’s
                                                                  engagement by                            service offerings
                                                                      over 420%




                        Won Cannes Bronze Cyberlion
                                                                                                                               3
#1: How XM ‘s digital strategy transformed Nokia’s sites into key sales
channels
Business Challenge
•   Consumers were using information online to determine purchase. Nokia needed to
    synergise all local websites and incorporate with timely and relevent content that will
    influence purchase.

Solution
•   We built a large-scale workflow solution ensuring seamless integration, smooth
    communications and maximising efficiency across the 10 local websites

What we did
•  Continuously track how users navigate websites and constantly enhance websites with
   engaging content and applications.
•  Create, localise, and maintain web pages and beyond-the-browser applications
   creation
•  Set-up content management system infrastructure set-up
•  Editorial planning across all online channels
•  Created and maintained .mobi edition of the brandsite
•  Database acquisition through campaign drivers.
•  Create, localise and maintained Nokia’s “Be the first to know” newsletter.
•  Content for newsletter is also used for RSS feeds. Turned around all new
   announcements within 24 hours.
•  Systematic tracking of spends and efforts on a monthly basis.
•  Robust campaign creation and dissemination process involving Nokia stakeholders
   (Global, Regional and Local levels) and key agency partners
•  The output: we perfected the large-scale maintenance workflow
•  Results: XM received 75% in satisfaction score in agency review!




                                                                                              4
#2: How XM used data to increase site traffic and user engagement
Business Challenge
•   We needed to measure the return on marketing investment
•   digital marketing due to its natural ability to measure defined conversions, became
    the platform of change

Solution
•   We created a sophisticated tracking framework in all digital work, enabling end-to-
    end data tracking, measurements and consumer trending

What we did
•  Continuously track how users navigate websites and converted learnings into
   actionable enhancement ideas
•  Created reporting dashboards measuring and cross-referencing site, campaign,
   and eNewsletter performance, thus providing an in-depth understanding of the
   customer journey in a multi-media environment
•  Monitored and analysed social forums regularly as well as combined analytics and
   data reports to better understand audience behaviour
•  Keyword learnings were used to enhance Search Engine Optimisation (SEO) and
   Search Engine Marketing (SEM) to increase searchability of websites, to increase
   site traffic
•  Comprehensive SEO tactics helped increase visits to low-traffic pages, and also
   increase user relevancy by driving results to specific pages
•  Results: Increased traffic by 30% over a year, user activities on site increased by
   15%. Traffic directed to campaign sites increased by 25%.




                                                                                          5
#3: How XM understood the target better and increased user engagement
Business Challenge
•   Consumers were getting confused with the multitude of phone brands and
    products available. There was no real point of differentiation between products
    anymore

Solution
•   Created a ‘living and organic’ application that took into consideration a visitor’s
    real-time journey within the brand site to produce contextually relevant
    recommendations

What we did
•  Used Hitbox’s tracking tool, XM conceptualized and designed a solution that
   served out relevant products through tracking a visitor’s user journey during his
   visit in the brandsite.
•  The output: A “Find & Compare” application residing in relevant touchpoints
   within a visitor’s user journey within the Nokia brandsite
•  The Global Find & Compare tool provided a seamless experience while
   browsing through the phones – without the user realizing it, automating the
   target identification process, anytime, anywhere.
•  Consumers were able to compare phones of interest, simply by tracking the
   phone models viewed.
•  Results: Phone comparison usage increased over 420% after the launch of the
   new Phone Selector with record sales.




                                                                                          6
#4: How XM leveraged social trends to optimise channel planning
Business Challenge
•   The overwhelming range of phones available on the market made it hard for
    Nokia to communicate the multimedia benefits of the new N81 phone to
    consumers

Solution
•   XM created an experiential platform that seamlessly integrates offline and online
    channels to demonstrate N81’s high tech features, while creating user dialogues
    and building user participation
•   This social platform allowed Nokia to ‘own and earn’ its media asset
    complimentary to it’s ‘paid’ media, thereby extending reach and credibility.

What we did
•  Digital Playzone was a regional, high-engagement activation campaign where
   contestants had to spend 3 days in a glass room without personal belongings
   save for a Nokia N81. Contestants compete for points over tasks that involve
   using key features of the device (involvement).
•  Public participation was via the event, online campaign site and mobile shoutbox
•  We also created a common communication platform for registrants, participants
   and the public to converse before, during and post event with real-time chat
   boxes, live blog entries and a mobile site that allowed users/promoters to
   access the website onsite.
•  Results: 372,969 unique visitors. Post campaign analytics showed social
   bookmarks are well-utilised as a method for raising awareness of the event.




                                                                                        7
#5: How XM built communities and harnessed content to extend Nokia’s
service offerings

Business Challenge
•   Nokia needed to develop an association with “Music” as a key lifestyle driver.
    And in turn harness music content for its mobile devices

Solution
•   XM created an online music community platform, the Independent Artist Club
    (IAC), which allowed for sharing and downloading of music files. It creating huge
    brand equity and presence in the digital music space for Nokia.

What we did
•  XM developed a hybrid platform using 2.0 web technologies that enabled easy
   sharing and uploading/downloading of content, necessary for the success of a
   community platform like IAC
•  Separated online registration and moderation for country level music agents and
   artists so that talent spotters could easily identify and qualify local artists by
   market and genre, increasing the chances of local artists getting signed.
•  Multiple country sites accessing an APAC level database of songs could filter
   consumer choices at country level
•  Results: Created an online music brand for Nokia. IAC is now 2nd largest online
   independent music site in Asia




                                                                                        8
How XM was resourced to create digital achievements
 XM utilised the following communication model to provide regional support to Nokia local agency vendors
 for smooth and effective regional coordination and exchange of work.


                                                                                                 Production Team
                                                                                               (Based in Singapore)




                                                                                                                          Technology
              Nokia APAC                                          XM Program




                                                                                                             Rich Media




                                                                                                                                       Analytics
                                                                                               Creative
            Online Managers                                      Planning team




eCommunications    Mobi        Brandsite       eCommunications      Mobi          Brandsite
   Program      Maintenance   Maintenance        Management      Maintenance     Maintenance              Producer Team




                         Nokia Local Country                          Local Country Agencies
                          Online Managers



                                                                                                                                                   9
Team Nokia – Roles and responsibilities
     STRATEGY STEERING TEAM           •     Provides strategic business direction & leadership within RMG/JWT
                                      •     Provides digital insights to activation teams
                                      •     Provides overall brand guardianship across APAC

                                  •        Engagement programme planning and content maintenance
   PROGRAM MANAGEMENT TEAM        •        Integrate activities and maintain dialogues with customers with a
                                           segmented e-marketing and communications approach
                                  •        Provides regional support to local markets
                                  •        Key to account communications and support
                                  •        On-going collation, analysis and dissemination of monthly
                                           dashboards and measurements data collected from various Nokia
                                           owned channels (country advisory role to share data with countries)


                                 •         Core team which supports Nokia Digital Activation activities
    DIGITAL ACTIVATION TEAM      •         Provide Activation Campaign & Creative Strategy development
                                 •         Plan & manage assets development to ensure seamless delivery
                                 •         Review measurements (web analytics) to ensure objectives are
                                           achieved and provide a recommended action where addressable
                                 •          Ensure alignment to other non-digital activation channels

                                 •         Implement Activation Campaign & Creative Strategy development
TECHNOLOGY AND OPERATIONS TEAM   •         Comprising site management, creative, marketing, analytics and
                                           technical expertise
                                 •         Ensure operational efficiency of site maintenance and systematic
                                           injection of innovative ideas and improvements




                                                                                                                 10
Results: XM’s thinking helped
shape Nokia’s business objective
of becoming #1
Reputation:
Made Nokia #1 a giant in the digital space with
breakthrough digital campaigns that harnessed
great brand presence and sales results by tapping
into the power of community, user engagement,
data mining and new media technologies.

                                                    Source: Digital Media Top Brands Singapore
Retention:
We enjoyed a 5 year enduring relationship with
Nokia and has seen through over 300 phone
launches, delivered breakthrough campaigns with
outstanding results; engaging multiple countries
and stakeholders with one team, one focus.

Revenue
XM Singapore has indicatively grown the digital
spend of Nokia more than 75% from 2003,
expanding the jobscope from a brandsite
maintenance to a digital led marketing mix across
brand, product/sales (over 300+ phone launches),
and service/content channels.




                                                                                                 11
www.xm-asia.com

THANK YOU


                  12

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Xm Asia nokia ap digital case history

  • 1. Nokia Asia Pacific Creating a #1 digital brand 2004 - 2008 1
  • 2. What was the business need •  In order to maintain their leadership in the industry, Nokia needed to reinvent the way it has been marketing its mobile phones as consumers were moving online. •  Nokia’s corporate objective was to shift itself from a mobile phone manufacturer to become the mainstay of communications, enabling consumers access to information, services and content through their mobile phones. Nokia is Number 1 in the Make Nokia Number 1 in the land of telecommunications business Internet Giants 40% market share 140 million 17% market 8% market 8% market phones share share share Over time, we recognised that the evolution of digital & consumer trends were imperative in making digital the backbone of Nokia’s entire business 2
  • 3. Digital Achievements 2004 2005 2006 2007 2008 Digital Age of portals Proliferation of Web 2.0 evolution Web 2.0 takes off Web 2.0 way of Trends portals life How to reinvent How to build Nokia’s Key How to create a How to focus on the business integration How to leverage Challenges one-stop platform consolidation and model to map between online on new media that synergised all enhancements evolving and office and trends and social 10 websites in APAC consumers’ build engagement networks consumption patterns XM engaged to XM’s site XM created XM continues to XM’s insight- XM developed award-winning maintain brand maintain 10 maintenance and driven Find and Compare work for site with engaging brandsites in Asia content creation solutions Pacific received a 75% in Tool Nokia Nseries content, and built satisfaction score utilizing social a social in agency review media community platform for music (2) Used data to (3) Facilitated (4) Leveraged (5) Built XM’s key (1) Made Nokia’s 10 increase site traffic target social trends to communities and achievements sites into a key sales and user understanding and optimise channel harnessed content channel with digital engagement increased user planning to extend Nokia’s engagement by service offerings over 420% Won Cannes Bronze Cyberlion 3
  • 4. #1: How XM ‘s digital strategy transformed Nokia’s sites into key sales channels Business Challenge •  Consumers were using information online to determine purchase. Nokia needed to synergise all local websites and incorporate with timely and relevent content that will influence purchase. Solution •  We built a large-scale workflow solution ensuring seamless integration, smooth communications and maximising efficiency across the 10 local websites What we did •  Continuously track how users navigate websites and constantly enhance websites with engaging content and applications. •  Create, localise, and maintain web pages and beyond-the-browser applications creation •  Set-up content management system infrastructure set-up •  Editorial planning across all online channels •  Created and maintained .mobi edition of the brandsite •  Database acquisition through campaign drivers. •  Create, localise and maintained Nokia’s “Be the first to know” newsletter. •  Content for newsletter is also used for RSS feeds. Turned around all new announcements within 24 hours. •  Systematic tracking of spends and efforts on a monthly basis. •  Robust campaign creation and dissemination process involving Nokia stakeholders (Global, Regional and Local levels) and key agency partners •  The output: we perfected the large-scale maintenance workflow •  Results: XM received 75% in satisfaction score in agency review! 4
  • 5. #2: How XM used data to increase site traffic and user engagement Business Challenge •  We needed to measure the return on marketing investment •  digital marketing due to its natural ability to measure defined conversions, became the platform of change Solution •  We created a sophisticated tracking framework in all digital work, enabling end-to- end data tracking, measurements and consumer trending What we did •  Continuously track how users navigate websites and converted learnings into actionable enhancement ideas •  Created reporting dashboards measuring and cross-referencing site, campaign, and eNewsletter performance, thus providing an in-depth understanding of the customer journey in a multi-media environment •  Monitored and analysed social forums regularly as well as combined analytics and data reports to better understand audience behaviour •  Keyword learnings were used to enhance Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) to increase searchability of websites, to increase site traffic •  Comprehensive SEO tactics helped increase visits to low-traffic pages, and also increase user relevancy by driving results to specific pages •  Results: Increased traffic by 30% over a year, user activities on site increased by 15%. Traffic directed to campaign sites increased by 25%. 5
  • 6. #3: How XM understood the target better and increased user engagement Business Challenge •  Consumers were getting confused with the multitude of phone brands and products available. There was no real point of differentiation between products anymore Solution •  Created a ‘living and organic’ application that took into consideration a visitor’s real-time journey within the brand site to produce contextually relevant recommendations What we did •  Used Hitbox’s tracking tool, XM conceptualized and designed a solution that served out relevant products through tracking a visitor’s user journey during his visit in the brandsite. •  The output: A “Find & Compare” application residing in relevant touchpoints within a visitor’s user journey within the Nokia brandsite •  The Global Find & Compare tool provided a seamless experience while browsing through the phones – without the user realizing it, automating the target identification process, anytime, anywhere. •  Consumers were able to compare phones of interest, simply by tracking the phone models viewed. •  Results: Phone comparison usage increased over 420% after the launch of the new Phone Selector with record sales. 6
  • 7. #4: How XM leveraged social trends to optimise channel planning Business Challenge •  The overwhelming range of phones available on the market made it hard for Nokia to communicate the multimedia benefits of the new N81 phone to consumers Solution •  XM created an experiential platform that seamlessly integrates offline and online channels to demonstrate N81’s high tech features, while creating user dialogues and building user participation •  This social platform allowed Nokia to ‘own and earn’ its media asset complimentary to it’s ‘paid’ media, thereby extending reach and credibility. What we did •  Digital Playzone was a regional, high-engagement activation campaign where contestants had to spend 3 days in a glass room without personal belongings save for a Nokia N81. Contestants compete for points over tasks that involve using key features of the device (involvement). •  Public participation was via the event, online campaign site and mobile shoutbox •  We also created a common communication platform for registrants, participants and the public to converse before, during and post event with real-time chat boxes, live blog entries and a mobile site that allowed users/promoters to access the website onsite. •  Results: 372,969 unique visitors. Post campaign analytics showed social bookmarks are well-utilised as a method for raising awareness of the event. 7
  • 8. #5: How XM built communities and harnessed content to extend Nokia’s service offerings Business Challenge •  Nokia needed to develop an association with “Music” as a key lifestyle driver. And in turn harness music content for its mobile devices Solution •  XM created an online music community platform, the Independent Artist Club (IAC), which allowed for sharing and downloading of music files. It creating huge brand equity and presence in the digital music space for Nokia. What we did •  XM developed a hybrid platform using 2.0 web technologies that enabled easy sharing and uploading/downloading of content, necessary for the success of a community platform like IAC •  Separated online registration and moderation for country level music agents and artists so that talent spotters could easily identify and qualify local artists by market and genre, increasing the chances of local artists getting signed. •  Multiple country sites accessing an APAC level database of songs could filter consumer choices at country level •  Results: Created an online music brand for Nokia. IAC is now 2nd largest online independent music site in Asia 8
  • 9. How XM was resourced to create digital achievements XM utilised the following communication model to provide regional support to Nokia local agency vendors for smooth and effective regional coordination and exchange of work. Production Team (Based in Singapore) Technology Nokia APAC XM Program Rich Media Analytics Creative Online Managers Planning team eCommunications Mobi Brandsite eCommunications Mobi Brandsite Program Maintenance Maintenance Management Maintenance Maintenance Producer Team Nokia Local Country Local Country Agencies Online Managers 9
  • 10. Team Nokia – Roles and responsibilities STRATEGY STEERING TEAM •  Provides strategic business direction & leadership within RMG/JWT •  Provides digital insights to activation teams •  Provides overall brand guardianship across APAC •  Engagement programme planning and content maintenance PROGRAM MANAGEMENT TEAM •  Integrate activities and maintain dialogues with customers with a segmented e-marketing and communications approach •  Provides regional support to local markets •  Key to account communications and support •  On-going collation, analysis and dissemination of monthly dashboards and measurements data collected from various Nokia owned channels (country advisory role to share data with countries) •  Core team which supports Nokia Digital Activation activities DIGITAL ACTIVATION TEAM •  Provide Activation Campaign & Creative Strategy development •  Plan & manage assets development to ensure seamless delivery •  Review measurements (web analytics) to ensure objectives are achieved and provide a recommended action where addressable •  Ensure alignment to other non-digital activation channels •  Implement Activation Campaign & Creative Strategy development TECHNOLOGY AND OPERATIONS TEAM •  Comprising site management, creative, marketing, analytics and technical expertise •  Ensure operational efficiency of site maintenance and systematic injection of innovative ideas and improvements 10
  • 11. Results: XM’s thinking helped shape Nokia’s business objective of becoming #1 Reputation: Made Nokia #1 a giant in the digital space with breakthrough digital campaigns that harnessed great brand presence and sales results by tapping into the power of community, user engagement, data mining and new media technologies. Source: Digital Media Top Brands Singapore Retention: We enjoyed a 5 year enduring relationship with Nokia and has seen through over 300 phone launches, delivered breakthrough campaigns with outstanding results; engaging multiple countries and stakeholders with one team, one focus. Revenue XM Singapore has indicatively grown the digital spend of Nokia more than 75% from 2003, expanding the jobscope from a brandsite maintenance to a digital led marketing mix across brand, product/sales (over 300+ phone launches), and service/content channels. 11