Jussi-Pekka Erkkola, Nokia Digital Marketing Manager, describes Nokia's social media strategy

1. Nokia & social media
strategy
Jussi-Pekka Erkkola
#HKD2
@jussipekka

2. Agenda
•! Our approach to social media
•! Strategic framework
•! Cases

5. "The digital world is all about 0’s and 1´s. You
either ARE or you ARE NOT. And in my opinion,
it is better to be than not to be."
Anssi Vanjoki

7. Is marketing shouting?
Eyeballs
sales
Awareness Consideration Preference Action Loyalty

8. Marketing is a Conversation
conversation
conversation Listening

9. Markets are
conversation
Christoper Locke et al., The Cluetrain Manifesto, 1999

10. Us Talking About Our Products
Markets are not about us, but about conversation around products.
Hey consumer, we
have done market studies
and know who you are!
Hey consumer,
here is a new product!

11. Instead of Fireworks…
It is OK to talk but it is better to listen.

12. Let’s Nurture Bonfires
Today people search for conversation instead of content.

13. Only Interactive Value Creation
Value is created through the way how our
customers use services.

14. Sales Funnel Inverted Funnel
Company Perspective & Control Customer Perspective & Control
R.I.P

15. Digital Marketing Has Evolved
Online Marketing Display Contextual Age of
Experimentation Advertising Keywords Collaboration
1994-1997 AD 1996-2000 AD 2002-current 2006 >>

16. BOUGHT! EARNED!
MEDIA! MEDIA!
Strangers Participants
OWN!
Digital
MEDIA!
Customers
Media
Trinity

17. Cyclical boosts short-term impact
Campaign peak
Own media
Bought media

18. = Constant impact
Own media
Bought media
Earned media

19. Redefining Digital Marketing
Today! Tomorrow!
OWN!
MEDIA!
OWN!
BOUGHT!
MEDIA! MEDIA!
BOUGHT!
MEDIA!
EARNED!
MEDIA!
EARNED!
MEDIA!
*EARNED MEDIA IS A CONSEQUENCE, NOT SOMETHING WE CAN BUY/CONTROL

20. Social is also impacting search
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21. Digital media optimization
SEO
Search engine optimization
Own media
SEM
Search engine marketing
Boiught media
SMO
Social media optimization
Earned media

22. Nokia HELPS Connecting people in
new and better ways
Customer satisfaction Active User Growth
Retenetion HELP
ENABLE
Quality
Time-to-market LEARN
Innovation
PARTICIPATE
SELL
Awareness Sales
Advocacy, NPS
22 © 2005 Nokia V1-Filename.ppt / yyyy-mm-dd / Initials

23. Strategy Build Manage
Be there where your customers are

24. Strategy Build Manage
Aggregate, filter and repusblish the most valuable content

25. Strategy Build Manage
Be sure to utilize the architecture of participation
a.k.a. social features

26. Strategy Build Manage
Make your own content flexible, fluid and easy to travel

27. Case: Nokia Beta Labs

28. Nokia Beta Labs
•! Lead user community
•! Community driven open
innovation
http://betalabs.nokia.com

29. Case: Nokia Messaging

30. Nokia Messaging
•! Service for email, IM and
social networking services,
e.g. Twitter and FB support
•!Customer support online
•! Bug reporting and ideas
go straight to the
development team
•! Active participation in
social media
http://messaging.nokia.com

31. Case: Nokia Support
Discussion

32. Nokia Support Discussions
•! Started as a C2C support
forum
•! Also employees
participating nowadays
•! Where do we offer official
customer support in online
channels?
•! Signposting activities
http://www.nokia.com/
discussions

33. Case: Ovi Maps & Free
Navigation

35. Case:
Coordination, guidance
and planning of Nokia’s
social media presence

36. Nokia in social media
•! Guidelines for employees,
organsations and brand
•! Communication and
marketing planning in real
time
•! “Topic of the day” –thinking
•! Participating in relevant
communities in different
countries
•! Showing the benefits for
individual employee
•! Competences and training
http://blogs.nokia.com

37. Case: Faces

39. @jussipekka
jussi-pekka.erkkola@nokia.com