XM helped transform Nokia's websites into key sales channels through their digital strategy and solutions. They created a large-scale workflow to integrate Nokia's 10 local websites and ensured timely and relevant content. XM also used data to increase site traffic and user engagement by continuously tracking user behavior and converting learnings into actionable insights. Additionally, XM leveraged social trends to optimize channel planning and understand target audiences better by creating experiential campaigns like their "Digital Playzone" activation.

1. Nokia Asia Pacific
Creating a #1 digital brand
2004 - 2008
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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
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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
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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!
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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%.
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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.
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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.
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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
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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
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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
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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.
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12. www.xm-asia.com
THANK YOU
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