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Nokia Asia Pacific Creating a #1 digital brand 2004 - 2008

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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.

40% market share

140 million phones

17% market share

8% market share

8% market share

Nokia is Number 1 in the telecommunications business

Make Nokia Number 1 in the land of Internet Giants

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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2004 2005 2006 2007 2008

Age of portals

How to create a one-stop platform that synergised all

10 websites in APAC

XM engaged to maintain 10

brandsites in Asia Pacific

(1) Made Nokia’s 10 sites into a key sales channel with digital

Proliferation of portals

How to focus on

consolidation and enhancements

XM’s site maintenance and content creation

received a 75% in satisfaction score in agency review

(2) Used data to

increase site traffic and user

engagement

Web 2.0 evolution

How to reinvent the business model to map

evolving consumers’ consumption

patterns

XM developed Find and Compare

Tool

(3) Facilitated target

understanding and increased user engagement by

over 420%

Web 2.0 takes off

How to build integration

between online and office and

build engagement

XM created award-winning

work for Nokia Nseries utilizing social

media

(4) Leveraged social trends to

optimise channel planning

Web 2.0 way of life

How to leverage on new media

trends and social networks

XM continues to maintain brand

site with engaging content, and built

a social community

platform for music

(5) Built communities and

harnessed content to extend Nokia’s service offerings

Digital Trends

Nokia’s Key Challenges

XM’s insight-driven solutions

Digital Achievements

XM’s key achievements

Won Cannes Bronze Cyberlion

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#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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#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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#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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#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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#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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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.

Nokia APAC Online Managers

XM Program Planning team

Production Team (Based in Singapore)

Analytics

Technology

Rich M

edia

Creative

eCommunications Management

Brandsite Maintenance

eCommunications Program

Brandsite Maintenance Producer Team

Local Country Agencies Nokia Local Country Online Managers

Mobi Maintenance

Mobi Maintenance

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•  Core team which supports Nokia Digital Activation activities •  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 •  Comprising site management, creative, marketing, analytics and

technical expertise •  Ensure operational efficiency of site maintenance and systematic

injection of innovative ideas and improvements

•  Provides strategic business direction & leadership within RMG/JWT •  Provides digital insights to activation teams •  Provides overall brand guardianship across APAC

Team Nokia – Roles and responsibilities

•  Engagement programme planning and content maintenance •  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)

STRATEGY STEERING TEAM

PROGRAM MANAGEMENT TEAM

DIGITAL ACTIVATION TEAM

TECHNOLOGY AND OPERATIONS TEAM

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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.

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.

Source: Digital Media Top Brands Singapore

THANK YOU www.xm-asia.com

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