strategic framework overall

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Strategic Framework

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Page 1: Strategic Framework Overall

Strategic Framework

Page 2: Strategic Framework Overall

We engage with consumers, so that they

“Learn More” …about our products and services“Buy More” …of our products over and over again“Do More” …with our products and services“Tell More” …people how awesome Nokia is

#Amazing20m24/7

Digital Vision: Creating awesome Digital Experiences & pushing the boundaries of Marketing, to delight Nokia's Consumers

22 April 2023 © Nokia 2012 – Company ConfidentialSlide 2

Page 3: Strategic Framework Overall

Customizing

Upgrading and

developingUsing,

expanding and exploring

Initialacquaintances

hipFirst bill

Consideringchange Set up

Immediatepost

purchase

Completepurchase

stage

Commenceself

education

Initialrealisation

First 7 days

First use

The consumer outcomes are based on the journey the consumer goes through when purchasing a device

22 April 2023 © Nokia 2012 – Company ConfidentialSlide 3

Page 4: Strategic Framework Overall

Customizing

Upgrading and

developing Using, expanding

and exploring

Initialacquaintances

hipFirst bill

Consideringchange Set up

Immediatepost

purchase

Completepurchase

stage

Commenceself

education

Initialrealisation

First 7 days

First use

Est. 20-30%People with mobile

phones researching/looking/ buying for new

device

Est. 40-45%Using and discovering how to

get more from their device

Est. 20-25%people assessing their purchase and getting used to their new

device

Est. 20-25%people assessing

their purchase and getting used

to their new device

To plan our activities effectively, we have to understand what volume of consumers there are at each stage of the journey

22 April 2023 © Nokia 2012 – Company ConfidentialSlide 4

Page 5: Strategic Framework Overall

The overall consumer journey has been simplified to 9 stages and is being used to structure marketing planning.

22 April 2023 © Nokia 2012 – Company ConfidentialSlide 5

Re-engaging Self Education Listing Shopping

First

FamiliarisingSelf ExploringSupport

Expansion

& Customising

7Days

Page 6: Strategic Framework Overall

22 April 2023 © Nokia 2012 – Company ConfidentialSlide 6

…even though there are 9 stages to the customer journey we can simplify this further into 4 consumer outcomes.

Re-engaging Self Education Listing Shopping

First

FamiliarisingSelf ExploringSupport

Expansion

& Customising

7Days

‘Learn More’Increase Product Consideration .

‘Buy More’Increase Product Purchase

‘Tell More’Drive Higher Levels of Advocacy

‘Do More’Engaging Existing Customers

.

Page 7: Strategic Framework Overall

Consumer Action

Business Outcome

Consumer Journey stage

“Learn More”

pre purchase

product consideratio

n

“Buy More”

purchase

sell out

“Do More”

post purchase

retention

“Tell More”

post purchase

advocacy

Total € of Referrals

High Quality Engagement

(HQE)Shares

Do More Engagement

(DME)

…we are driving towards a single KPI for each outcome which can be measured, actioned and reviewed on a weekly basis.

22 April 2023 © Nokia 2012 – Company ConfidentialSlide 7

Page 8: Strategic Framework Overall

Consumer Action

Business Outcome

Consumer Journey stage

“Learn More”

pre purchase

product consideration

Paid & Natural Search Listing

Interactive Facebook Demo

Video Content on You Tube

Optimised Product Pages

Prime presence in partner sites

Influencer coverage

Operator Co-Marketing

Marketing

Actions

“Buy More”

purchase

sell out

Online Pre-order Page

Presence in Review sites

Digital Voucher Programme

Promote RE Price Comparison

Refer a Friend Mechanics

Store Locator / Click to Collect

Mobile Proximity Marketing

“Do More”

post purchase

retention

Care Start Smart

Preload Facebook Link

Lumia Highlights App

Promote Maps, Apps & Music

Software Upgrades

GEAR Promotion

Targeting Models

“Tell More”

post purchase

advocacy

Nokia Connects Programme

Leverage Consumer Reviews

Social Sharing Functionality

Blogger Toolkits

Facebook Promotions

Twitter Engagement

In Device Pop Up Tips

These outcomes then become the way in which we organise, prioritise and manage up all consumer engagement activity

22 April 2023 © Nokia 2012 – Company ConfidentialSlide 8

Page 9: Strategic Framework Overall

‘Learn More’

Review Sites

Operator Sites

Facebook

Nokia.com Google Search

You Tube

Bought Media

Drive step-change improvements in all areas of digital in order to emotionally engage the consumer to put our products on their shopping list.

22 April 2023 © Nokia 2012 – Company ConfidentialSlide 9

Page 10: Strategic Framework Overall

‘Buy More’

Nokia.com

Facebook

Physical Retail

Bought Media

Telesales

Referral Engine

Independent

Driving consumers to rational engagement by making the decision to purchase one of our devices or services either online or offline.

22 April 2023 © Nokia 2012 – Company ConfidentialSlide 10

Page 11: Strategic Framework Overall

Nokia Maps Nokia Music

Promoting GEAR

Applications

Software UpdatesStart Smart

Lumia Highlights

‘Do More’Encouraging exploration of their new product to drive a closer personal bond.

22 April 2023 © Nokia 2012 – Company ConfidentialSlide 11

Page 12: Strategic Framework Overall

‘Tell More’

Nokia.com Discussion Board

Blogs

You Tube

Facebook

Twitter

offline

Encouraging consumers to tell their friends about how great their new product is or Nokia are in general.

22 April 2023 © Nokia 2012 – Company ConfidentialSlide 12

Page 13: Strategic Framework Overall

22 April 2023 © Nokia 2012 – Company Confidential

Appendix

Slide 14

Page 14: Strategic Framework Overall

The global Digital Marketing & CRM organisation is currently made up of 4 separate teams…

Digital Marketing

Develop and deploy great digital

marketing campaigns, programs, tools,

analysis and optimization to drive product consideration

and sales.

Nokia.comDeliver the best online

experience for consumers, customers & partners supported

by a world-class, intelligent web

channel to drive sell out.

Social Media

Socialise everything Nokia does by fuelling

word-of-mouth, advocacy, and sales.

CRMDrive continuous

consumer engagement through the

development, deployment, and support of CRM

activities across the entire organisation. Includes Consumer

Privacy team.

22 April 2023 © Nokia 2012 – Company ConfidentialSlide 15

Page 15: Strategic Framework Overall

We now report our metrics on a weekly basis to help reinforce the outcome approach and drive data based decision making.

22 April 2023 © Nokia 2012 – Company ConfidentialSlide 16

https://in.nokia.com/sites/consumerportal/Dashboards/Pages/Dashboard.html?DB=Dashboard-Links&ID=37

Page 16: Strategic Framework Overall

10M

50%

14%

10%

TARGET

€15M€125

Est. ASP

9M

51%

12%

7%

ACTUAL

€13M

ACTION10M

51%

15%

9%

REVIEW

€17M

AB Test Different CTA layouts(Nokia.com)

Bundle DevicesContent & GEAR(Selected Areas)

IncreaseSEM

…we are starting to run weekly trading meetings for ‘Buy More’ to use data to drive decisions.

22 April 2023 © Nokia 2012 – Company ConfidentialSlide 17

SEMDispla

y Social SEO Direct

ncom / social product page visits

clicks “buy now”(enters referral

engine)

Leads referred to 3rd party site

Lead Value

Page 17: Strategic Framework Overall

Obse

rvable

Invis

ible

THINKING

EMOTIONS

BEHAVIOURS

RESULTS

Every piece of marketing activity we deploy as a business must have a clear and measureable consumer action in mind

This feels like the right thing to be doing because we believe this will make us more effective as a marketing function.

Common ‘Consumer Engagement’ language, swift fact-based decision making and consistent operating cadence.

Improved and consistent measurement framework which is reflected globally & locally.

The Outcomes

Our Habits

What We Feel

What We Think

In order to drive change within the organisation we need to change the way people THINK about engaging with consumers.

Page 18: Strategic Framework Overall

22 April 2023 © Nokia 2012 – Company Confidential

Thank you!

Slide 19