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IAB Forum Milano 2010 / Sylvain Querné / Social Media Ecosystem


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Nokia's digital media strategy explained (very quickly)...

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IAB Forum Milano 2010 / Sylvain Querné / Social Media Ecosystem

  1. 1. Head of Digital Marketing - Nokia Social Media Ecosystem SYLVAIN QUERNÉ 1
  2. 2. Agenda – Changing context: conversation in the new conversion – The digital media trinity: constant impact model – Case: Nokia Italia 2
  3. 3. Company Confidential Changing context
  4. 4. The Crisis What is the problem of our marketing?
  5. 5. Us Talking About Our Products Markets are not about us, but about conversation around products.
  6. 6. Let’s Change Our Language We are not talking AT consumers but WITH customers.
  7. 7. 81% of Online Sessions Start With a SEARCH Source: Google Study, Search Branding and offline 2009
  8. 8. Yesterday’s Search
  9. 9. Social networks Search Engines Images & video Bookmarking sitesPeople web Today’s Search
  10. 10. Online Marketing Experimentation Display Advertising Contextual Keywords Age of Collaboration Digital Marketing Has Evolved 1994-1997 AD 1996-2000 AD 1999-current 2006 >>
  11. 11. Conversation is the New Conversion Customers Participants Strangers
  12. 12. Digital Media Trinity Strangers Participants Customers OWN MEDIA BOUGHT MEDIA EARNED MEDIA
  13. 13. Our HQ – “Own Media” MyNokia OWN MEDIA
  14. 14. WOM Viral Mobile Marketing Digital Media SEM/SEO Experiential Reaching Neighbors – ”Bought Media” Bought Media
  15. 15. Nokia Online Cultivating Conversations – ”Earned Media” Earned Media
  16. 16. Cyclical boosts short-term impact Campaign peak Bought media Own media
  17. 17. = Constant impact Earned media Own media Bought media
  18. 18. Yesterday Tomorrow EARNED MEDIA EARNED MEDIA OWN MEDIA OWN MEDIA BOUGHT MEDIA BOUGHT MEDIA Redefining Digital Marketing Optimization
  19. 19. Case: Nokia Italia in Social Media This is how it could have started.... 19 Dilbert – Sept. 13 2010
  20. 20. ...fortunately it didn’t go this way! – Define a humble social mission statement • We are the connecting people, PEOPLE. Yes. Let’s reflect that in EVERYTHING we do. – Translate organization complexity into consumer simplicity • Social Media has many masters @nokiaitalia: Marketing, PR, Care, Sales, HR, Consumer insights, Strategy... – Constantly monitor and optimize • The editorial calendar is built to create conversations, to drive traffice to own media and generate conversions – Test, Learn and Listen • Social media is not a broadcast channel, it’s a valuable consumer insight channel 20
  21. 21. Build a single presence in the main online venues 21 1- Be where our customers are 2- Aggregate and publish the most valuable content
  22. 22. How Facebook helps nurture the digital media trinity – In sept. 2010, 185k fans: • Generated over 5M “incremental” impressions • Exchanged 12k feedbacks (likes, comments, wall posts) • Drove over 50k visitors to own media (resulting in sales, registrations) 22Source: Facebook insights (oct’10)
  23. 23. Beyond the fan page: Apps ecosystem 23 © 2008 Nokia V1-Filename.ppt / YYYY- MM-DD / Initials
  24. 24. It’s all about participation... And speed! 24 Source: Nokia internal data (oct’10) 80% of interactions happen within 1 hour of posting Spontaneous consumer feedback
  25. 25. Thank you! Keep the conversation going Questions, comments: @squerne