The digital landscape is forcing brands to re-think their business strategies as well as how they engage with their consumers. Social media and mobile are continuing to speed this change and it's up to those brands who can co-create value with their consumers, who will succeed in this space. This is a short presentation that i gave at a recent E-consultancy Event called Dubai Digital Cream. It's a summary of some of the building principles we've gone by, along with some MEA specific stats. the presentation materials include contributions by @anssimakela, @saara, @jussipekka, @dagood, @tar1na, @eskokilpi, @jussisolja, @1000heads

1. Social Media @ Nokia
What we’ve learned so far
Dubai Digital Cream Event
April 12th 2011
Arto Joensuu
Head of Digital Marketing
Nokia Middle East & Africa
arto.joensuu@nokia.com
www.artojoensuu.com
@artojoensuu
http://www.slideshare.net/arjoensu
Company Confidential. ©2010 Nokia 1

2. The 4th screen becomes the 1st
http://www.youtube.com/watch?v=XpeNk3E36YU
Company Confidential. ©2010 Nokia 2

3. Mobile, the new mass medium (just as the Beatles were)
Mobile broadband subscribers in MEA1 New undersea cables bringing substantial new
capacity:
CAGR: +24%
503
429
363
284
227
174
2010 2011 2012 2013 2014 2015
Mobile advertising opportunity in MEA (in mln US$)2
CAGR: +34% 549
418
311
235
175
129
http://www.beatlesebooks.com/not-a-second-time
2010 2011 2012 2013 2014 2015
Source: 1Pyramid research projections (EDGE, UMTS, HSPA, Mobile WiMax subscribers), 2Informa network projections, Oct 2010, MEA Team projections
Company Confidential. ©2010 Nokia 3
Source: 2InMobi, http://alltopstartups.com/2011/02/27/mobile-advertising-opportunities-in-africa/, March 2011
3

4. http://arabcrunch.com/wp-content/uploads/2011/03/Arab-world-Digital-Marketing-Trends-infographics.jpg
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5. http://arabcrunch.com/wp-content/uploads/2011/03/Arab-world-Digital-Marketing-Trends-infographics.jpg
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6. 21 million Facebook members are Arabic speaking. (1)
11% of search terms in the Middle East region refer to Facebook or its derivatives. (2)
17 million
There are around Facebook users in the MENA region. (3)
1[Source: The Next Web, December 2010]
2[Source: The Next Web, December 2010]
3[Source: Spot On, September 2010]
Company Confidential. ©2010 Nokia 6

7. Technology related
Twitter accounts seeing
a growth in popularity
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Copyright Tidalwave 2009

8. WHY?
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9. The Break Up
http://www.youtube.com/watch?v=D3qltEtl7H8
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10. Marketing as Talking?
Broadcast to Eye Balls
Sales
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11. Marketing is a Conversation
conversation
conversation Listening
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12. Sales Funnel
Company Perspective & Control
Inverted Funnel
Consumer Perspective & Control
R.I.P
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13. 81% of internet users enter sites via a search engine
What’s the meaning of life? search
Company Confidential.Study, Nokia
Source: Google ©2010 Search Branding and offline 2009 13

14. Yesterday’s Search
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15. Today’s Search
Search Engines
Social networks
Images & video
Bookmarking
People web sites
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16. Today’s Media Redefined
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17. HOW?
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18. 1st: We listen
Where are people talking? Venues?
What are they saying?
Who is, who isn’t? Influencer/detractor mapping
Polarity?
Volumes? Sentiment? Episodes? etc
Company Confidential. ©2010 Nokia 18

19. 2nd : We define our strategy
= Help
= Enable
= Listen
= Participate
= Supply
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20. 3rd : We set your KPI’s (and commit)
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21. Concept
4th : We convince the finance guy Production
Media Buy
“Non-working “Working “Non-working “Working
Media” Media” Media” Media”
15% 15% 70% 30% 30% 40%
Before the Internet
Company Confidential. ©2010 Nokia 21 After the Internet

22. 5th : We align + train across the “A team”
Care
HR
Comms
Marketing
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23. 5th : We build to live, not to die
Social media is not a campaign, it’s a commitment
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24. WHAT?
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25. Human: CRM -> ARM
Experimenters
News breakers
Evangelists
Experts & Gurus
Detractors
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The advocacy model www.1000heads.com

26. Machine: CSS + CMS + SMO
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27. Nokia & Ovi Facebook pages
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28. Nokia, Ovi and Care Twitter accounts
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29. Nokia Youtube Nokia Vimeo
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30. Dot The world's smallest stop-motion animation
character shot on a Nokia N8
http://www.youtube.com/watch?v=CD7eagLl5c4
Company Confidential. ©2010 Nokia 30

31. Nokia Shorts 2011
http://vimeo.com/21352366
Company Confidential. ©2010 Nokia 31

32. HUMAN MEDIA
To participate on Support Discussion Forums: create a
username (use your Nokia email address & make sure
you complete the registration), then apply for the Nokia
employee badge by email
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33. Blogs.nokia.com
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34. Womworld.com
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35. Mobile Year 2010 in Review
http://www.youtube.com/watch?v=6mCkbrYKQyI
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36. THANKS!
@artojoensuu
www.artojoensuu.com
www.about.me/artojoensuu
Arto.joensuu@nokia.com
Company Confidential. ©2010 Nokia 36