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Social media strategy for Nokia
1. Social Media Strategy for
Presented By
Casey Ryan | Manav Gupta | Michael Budiman | Muhammad Ali Usmani
Sajith Kaimal | Temidayo Adebayo
2. Where Is Nokia Today?
• Largest mobile phone manufacturer worldwide
• 2011 Brand Ranking fell from 8th to14th place
• 2011 Strategic alliance with Microsoft to use Windows Phone 7 platform
"The reality is if we are not successful with Windows
Phone, it doesn’t matter what we do (elsewhere).“
"North America is a priority for Nokia…because it is a
key market for Microsoft.“
- Chris Weber, President of Nokia Inc. (US), SVP of Markets, America's
3. Benefitting from Social Media
Why Nokia needs to play an active role in social media
• One of the most powerful marketing channel
• “It’s Word-of-Mouth on steroids!”
7. Select Objectives Select Approach & Tools Prepare Internally Measure Success Monitor & Improve
Select Approach & Tools
Objective #1: Increase Product Awareness
Approach
Generate buzz and create viral effect
Tools
YouTube, Facebook, Twitter
• Post latest video campaigns
• Announce upcoming events & exciting features
• Create user contests to win the new product
• Blog about the new product
8. Select Objectives Select Approach & Tools Prepare Internally Measure Success Monitor & Improve
Select Approach & Tools
Objective #2: Improve Customers Experience
Approach
Provide excellent support & build loyal customers community
Tools
Twitter, Facebook, Forums, Blogs, Wikis
• Respond to user comments
• Create strong presence in multiple channels
• Ask for feedback on current and future products
• Create beta-tester & super-user communities
9. Select Objectives Select Approach & Tools Prepare Internally Measure Success Monitor & Improve
Internal Preparation
Knowing the Customers
• Who are they?
• What channels are they using?
• What are they talking about?
• What roles do they have?
• Casual followers
• Active contributors
• Complainers
• Who are they influenced by?
10. Select Objectives Select Approach & Tools Prepare Internally Measure Success Monitor & Improve
Internal Preparation
Social Media Department Structure
One Grassroots/ One hub sets
department organic growth rules and
controls all procedures
Authentic
Consistent Spreads
Not widely
May not be as coordinated
authentic Takes time
11. Select Objectives Select Approach & Tools Prepare Internally Measure Success Monitor & Improve
Internal Preparation
Resources & Policies
• Create dedicated department and roles
• Head of Social Media
• Community managers
• Set up clear policies & procedures
• Rules of engagement
• Negative comments handling
12. Select Objectives Select Approach & Tools Prepare Internally Measure Success Monitor & Improve
Measure Success
Social Media Metrics
# of unique visitors
# of return visitors
Search ranking
Average time on site
# of comments
# of likes
# of followers/fans
# of reviews
# of bookmarks
# of views
# of replies
13. Select Objectives Select Approach & Tools Prepare Internally Measure Success Monitor & Improve
Measure Success
Business Metrics
Product Awareness
Number of product mentions on social media
Total mentions of competitor products on social media
14. Select Objectives Select Approach & Tools Prepare Internally Measure Success Monitor & Improve
Measure Success
Business Metrics
Customer Experience
# of service issues on social media acknowledged within 4 hours
Total number of service issues noted on social media
15. Select Objectives Select Approach & Tools Prepare Internally Measure Success Monitor & Improve
Monitor & Improve
• Get customer feedback
• Identify opportunities for improvement
• Process
• Technology (eg: Integration tool such
as Cisco’s SocialMiner)
• Adapt accordingly
28. Appendix: BA’s Recommended Social Media
Strategy to Nokia
Risks of not having a defined strategy
You might lose control !
An exemple :
1. People talk about you in a bad way
2. You do not know how to answer so you reply anonymous
3. An influent blogger realizes this and buzz about it
4. The buzz increases
5. You lose control and decide to respond honestly…too late
6. You set up a bad image and now you have to deal with crisis
management
Results : You lost the opportunity to express yourself easily from
the first time and you lost lot of time and credibility in
one shot.
29. Combine the tools
Use multiple tools and spread your
presence !
• Leverage the effect by using multiple tools
• One media or one profile is not enough to see the effects
• It is the combination of multiple tools that will make you
successfull
30. Be patient
The effect will be there !
• You will only see small changes at the beginning
• The strategy is powerful when users will see your engagement
• One page on facebook is not going to create miracles but the
combination of multiple tools might
• Never release your presence because communities need to
be animated
31. Some behaviors…
…to embrace !
• Embrace transparency
Do not post with fake names.
• Do not delete critical comments
Do not be afraid and respond to them.
• Build trust
By showing you are truly listening.
32. Some actions to undertake…
…to start with
• Go and meet users on the Internet
Answer comments left by users on multiple blogs. Read what they say about your
brand.
• Set up collaborative tools
Make sure you offer tools to your customers to share with you about your products
(blogs, forums, online surveys).
• Connect with your customers
Be present on online social networks and create a profile for your brand.
• Replay offline campaigns on the Internet
Post your last TV campaigns on YouTube, announce your coming event on Twitter, post
feeds on Facebook, Blog about your brand...
33. Some actions to undertake…
…to start with
• Engage users in product testing
Create restricted communities who will be able to test the product and help in its
development. Create user communities.
• Engage users to buzz
Share and present your products to bloggers in order to engage a viral wave.
• Trigger the conversation
Engage the conversation on your blog and over chat rooms. Post on other blogs.
• Develop an honest and viral state of mind
Be open, do not be afraid, be honest and share as much as you can.
Notes de l'éditeur
Looking externally, Boston Advertising clients too need to engage customers using social mediaLet’s look at Nokia, one of BA’s clients. How can they use Social Media Marketing?
Nokia is world’s largest manufacturer of mobile phonesBut, their brand ranking fell to 14th place in 2011 compared to 8th in 2010, that’s a big drop in a single yearNow with the recent strategic alliance with Microsoft on using Windows OS for Nokia phones going forwardSo, currently North America market is their top priorityhttp://bits.blogs.nytimes.com/2011/11/22/nokias-microsoft-phones-may-not-get-traction-analyst-says/As Nokia is the largest mobile phone manufacturer worldwide it is suggested the alliance will make Microsoft's Windows Phone 7 a stronger contender against Android and iOS. In June 2011, Nokia was overtaken by Apple as the world's biggest smartphone maker by volume.In August 2011, Chris Weber, head of Nokia's subsidiary in the U.S., stated "The reality is if we are not successful with Windows Phone, it doesn’t matter what we do (elsewhere)." He further added "North America is a priority for Nokia (...) because it is a key market for Microsoft.“Nokia is engaged in the manufacturing of mobile devices and in converging Internet and communications industries, with over 132,000 employees in 120 countries, sales in more than 150 countries and global annual revenue of over €42 billion and operating profit of €2 billion as of 2010.[1] It is the world's largest manufacturer of mobile phones: its global device market share was 23% in the second quarter 2011
So, why does Nokia needs to invest in Social Media?Its one of the most powerful marketing channel today with over 1 Billion people already tuned into some kind of social networkingPower of digital and social media is going to get bigger, when you look at growth rate stats year by yearBecause of the massive population already out there, Nokia can tap into their customers (Unparallel reach to customers)Whatever is in Social media spreads quickly like wildfireis the idea of marketing as a conversation.Social Media has made traditionally most effective word of mouth marketing accessible and available to everyone with a computer (or phone)The rise of social media – made possible by Web 2.0 tools such as blogging, podcasting, social networks (MySpace, Facebook, branded corporate sites), microblogging (Twitter, FriendFeed) and user-generated content sites (YouTube, Flickr).Power of digital and social media is “only going to become more pervasive and as such, become a critical factor in the success or failure of any business”Social Media is people having conversations online to share content, opinions, insights, experiences, perspectives and media itself. It’s a dialogue, not a monologuehttp://socialmediainfluence.com/2011/01/13/doesnt-anybody-blog-anymore/Social media has revolutionized marketing- Market Research, Potential growth, some numbers, some text, setting up context
Now next question is what social tools should Nokia use?It can get confusing, specially when there are hundreds of them to choose from..Our recommendation here is not to focus just on tools, but formulate a broader strategy
So, here’s our recommended Social Media Marketing Strategy for Nokia:First decide what your business objectives areNext step is to select an approach to meet your objective, this should help you to select appropriate tools tooThen Nokia needs to prepare internally to implement social media marketing processFinally, Nokia needs to periodically capture metrics, see what’s working, what’s not & adapt accordingly!Do Not Focus on the Tools, but let’s formulate a strategyEverything starts from knowing what your objectives are; everything else is driven by those objectives
These are common objectives what businesses today want to achieve using Social Media:Nokia needs to know what exact business objective they are focusing on for Social Media campaignBased on our research, Nokia presently has these two priorities-- increasing product awareness among consumers & improving customer experienceMy associate, Mike is going to talk further on how to select approach & tools for these objectives
Once we know where we want to accomplish, we need to know how we want to approach it, before we select the toolsFor the first objective…..…..users contests example: photo/video taken using Nokia phonesApply some creativity to show how it can create viral effectSome crazy ad about phoneMention what BA has already implemented for their other clients
For the second objective, here are…..Blog about the new phone model & give blog links to above channels too!Blogging- Technorati, Nokia Forum/Blogging community
Social media monitoring is a key strategic advantage for businesses. It will have a transformative impact on how Nokia engage and serve their customers.http://www.thestrategyweb.com/how-ciscos-socialminer-helps-the-social-conversation-with-customers-a-john-hernandez-interviewhttp://www.cisco.com/en/US/products/ps11349/index.htmlCreate Rules of Engagement:Be Transparent & AuthenticOffer your name/title/organization/experienceProvoke Engaging DialogueWhen customers trust your content, they will trust your productsKnow what to do with negative commentsAdmit mistakes and thank those who bring to your attentionEstablish an Editorial Calendar
We don’t want to create a mess like EMC did!
Create Rules of Engagement:Be Transparent & AuthenticOffer your name/title/organization/experienceProvoke Engaging DialogueWhen customers trust your content, they will trust your productsKnow what to do with negative commentsAdmit mistakes and thank those who bring to your attentionEstablish an Editorial Calendar
Numerous metrics are available, which ones to use?Metrics selection needs to serve the business objective!
Numerous metrics are available, which ones to use?Metrics selection needs to serve the business objective!
Numerous metrics are available, which ones to use?Metrics selection needs to serve the business objective!
Invest in pro-active social media monitoring & customer care tools like Cisco’s SocialMinerGetting real time feedback from customers & responding pro-activelySocial Media strategy needs to be executed carefully & meticulously otherwise it can backlash, waste time & effort, & result in missed opportunities instead of bringing desired value
Invest in pro-active social media monitoring & customer care tools like Cisco’s SocialMinerGetting real time feedback from customers & responding pro-activelySocial Media strategy needs to be executed carefully & meticulously otherwise it can backlash, waste time & effort, & result in missed opportunities instead of bringing desired value
Social Media by Categories
Response flowchart
Growth Projection for different social media tools
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Create useful algorithm by combining different metricsSet campaign goals based on these metrics