socon2011 nokia

Company Confidential

Tejal Patel @tejp SoCon October 2011

Commercializing Nokia’s Social Presences

1 © 2011 Nokia


2

Challenge

© 2011 Nokia Source: Flicker user Photographic Poetry


3 © 2011 Nokia

ENGAGE LISTEN SOCIAL

BUSINESS

Nokia’s Social Approach

AGORA SOCIALIZER

SOCIAL ENGAGEMENT PLATFORM

AC

TIV

ITY

T

OO

L


Social at the heart of campaigns

SOCIALISE EVERYTHING

Seeding

Capture moments

Amplify moments

Drive engagement

Measure & optimise

Get devices into the hands of our advocates

Develop social presence framework to encourage sharing & growth of advocacy

Real time optimisation tools drive continued advocacy & engagement

Social media framework drives active engagement With social & product page presences

• Comms amplifies the advocacy TTL

• Specific projects drive amplification


It’s not just about conversations…


What do fans want?


Nokia’s unique position

• Total global reach of 7m engaged Nokia fans in over 60 countries

• Nokia’s social presences are valuable real estates that can be used to our advantage

• Treat all our social presences as media space we can ‘trade’ with operator and retail partners

• Commercializing our social presences – convert our engaged based into leads for our partners


Social commerce is not just dumping an e-commerce site into Facebook…


Strategy

• Expand boundaries of the traditional e-commerce model

• Create a Social Shopping Experience by connecting online and offline

• Be Consumer Centric – enabling consumers to have the choice to shop where they choose

Consumer empowerment


Global brand consistency Empower local markets

Lower management cost & resource Content amplification

Social Engagement Platform

Competitions, offers,

promotions,

Content creation,

advocacy, engagement,

curation

Creative assets, demos,

videos

Social Engagement Platform


Providing solutions through the funnel

Fan / follower acquisition

Fan / follower engagement

Leads/sales/ advocates


Nokia UK Fan acquisition has been strong


What next?

• Create a place within Facebook that highlights the best of what we sell

• But also give users a reason to join us, participate and interact


Product v Promotions

• Showcase hero devices

• Shop window

• Aim to get people ‘through the door’ by generating excitement & encouraging interaction

• Predominantly targeted at non-Nokia owners or renewal

Products tab

• A place that ‘houses’ all promotional items e.g. Nokia operator offers, freebies, competitions

• Role of tab is to drive loyalty, repeat visits, engagement, a reason to become a fan

• Aimed at Nokia and Non-Nokia owners

Promotions tab


How a viral Sweepstake Works


Early results…

Promotions the most popular tab after Wall –

50% of fans interact with it

Average 13% CTR to individual promotions.

The highest for One Direction at 37%

18% CTR from the Top Phones tab to

Nokia.co.uk


The social campaign database


Exclusive deals

Easily create a space for exclusive deals within existing Nokia fan pages.

Provide our partners with the exact page to easily upload to their own Facebook page.

Cross-promotion and fan acquisition opportunities.


Advocacy

Surface user commentary, reactions & testimonials in real time

Aggregate from many sources. Pull in posts from Twitter, Facebook and blogs. Integrate photos from Flickr or videos from YouTube.

Integrate with Bazaarvoice for generating ratings & reviews. Provide signposting to purchase…


Summary…

• Galvanizing internal stakeholders to buy into power of social & prepare for the next steps at Nokia

• Putting social at the heart of our marketing campaigns

• Taking steps to move beyond fan acquisition and engagement…

• Taking Social Business seriously and developing plans to articulate and execute this area

21 © 2011 Nokia

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