nokia digital transformation
DESCRIPTION
Presented at University of Tallinn, Estonia (the home of Skype) Consumers have changed and so has Marketing. The pace of change is accelerating, putting more pressure on organizations to embrace this new Digital Reality and transform the way they market. Nokia has been at the forefront of this change by leveraging Digital Media and new ways of Marketing to engage Consumers in meaningful ways. Transforming Nokia’s Marketing Organization successfully, requires a comprehensive program utilizing all relevant levers to drive this change. This presentation will give you insights around the latest (digital) marketing trends and the successful approach Nokia has taken to adopt to this new Digital Reality.TRANSCRIPT
24 March 2013 © Nokia 2013 – All Rights reserved Slide 4
Background Chris
• 15 years of Digital Marketing Experience
• In Europe, US and Asia
• Digital Agency, Digital Media Owner, Client Side Marketing
• Boutique Web Design Agencies
• WPP agency: XM Asia
• Microsoft Advertising & WW CMG
• Nokia • SEAP, Head of Consumer Engagement
• Global, Director Digital Capability Development
• Europe, Director Advocacy
• Blogging about the Future Shape of Advertising at Advertising3.WordPress.com & tweeting at @ChrisS35
• Basketball, Snowboarding, Wakeboarding, Traveling
24 March 2013 © Nokia 2013 – All Rights reserved Slide 6
24 March 2013 © Nokia 2013 – All Rights reserved Slide 7
Slide 10 © Nokia 2013 – All Rights reserved 24 March 2013
Almost 2.5 Billion Internet Users
24 March 2013 © Nokia 2013 – All Rights reserved 14
Global Internet Device Sales
24 March 2013 © Nokia 2013 – All Rights reserved 15
The Need for Mobile
24 March 2013 © Nokia 2013 – All Rights reserved Slide 16
Mobile Rich Ad Example
24 March 2013 © Nokia 2013 – All Rights reserved Slide 17
Video on the Rise
24 March 2013 © Nokia 2013 – All Rights reserved Slide 18
Huge Video Ad Opportunity
24 March 2013 © Nokia 2013 – All Rights reserved 19
Video Ad Market
24 March 2013 © Nokia 2013 – All Rights reserved Slide 20
Share of Voice/Video
24 March 2013 © Nokia 2013 – All Rights reserved Slide 23
Digital Media Inventory Trends
24 March 2013 © Nokia 2013 – All Rights reserved Slide 24
210 Years of Information
24 March 2013 © Nokia 2013 – All Rights reserved Slide 25
Source: Where is Everyone? http://www.baekdal.com/articles/management/market-of-information/
210 Years of Information
24 March 2013 © Nokia 2013 – All Rights reserved Slide 26
Source: Where is Everyone? http://www.baekdal.com/articles/management/market-of-information/
24 March 2013 © Nokia 2013 – All Rights reserved Slide 29
Marketing Capabilities Levers
24 March 2013 © Nokia 2013 – All Rights reserved Slide 30
Behavior
Culture
Strategy (incl. KPIs)
Organisation Talent
Ways of Working Competencies
BREAKING DOWN OLD BUSINESS MODELS
NO ASSUMPTIONS
3” 4” 5” 10” 7” 6” 11” 9” 8” …
WWW.NOKIA.COM/GLOBAL
NEW RESPONSIVE WEBSITE
24 March 2013 © Nokia 2013 – All Rights reserved Slide 43
GO TO WHERE THE FANS ARE Nokia will launch the Nokia VIP hub
on the Global Nokia Facebook
page. Targeting over 10 million
fans
MAKE YOUR PRODUCTS GO SOCIAL
By the end of 2013
Nokia wants to become the most
TALKED ABOUT and most POLARISING
tech brand in social
1. Consider the social opportunity in everything we do
2. Engage in better conversations with more advocates
3. Deliver personal experiences, be authentic and earn trust
4. Sharing is more important than control
5. Define clear objectives from the outset
6. Invest and commit to social presences
http://bit.ly/SGNTXO
CES 90,000+ organic views
MWC 1mil+ collective views
SMW 7000+ total posts over 5
days
ENFUSE YOUTH 56,000+ Social connections
GIFT MACHINE 3000+ checkins in 2012
CNN iReport 23,000+ people reached on
the day
CONSUMER GENERATED ENTERTAINMENT
62
HERE City Lens HERE Transit HERE Maps HERE Drive
SENSE
Advertising v3.0
https://advertising3.wordpress.com/
Contact at Nokia
Chris Schaumann Vice President, Digital Marketing & CRM
Nokia Global Marketing
SlideShare SlideShare.net/ChrisS
Blog Advertising3.WordPress.com
LinkedIn LinkedIn.com/in/ChrisSch
Twitter @ChrisS35
Digital Marketing & CRM
