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!
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
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 Š 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
30. Nokia Messaging
â˘! Service for email, IM and
social networking services,
e.g. Twitter and FB support
â˘!Customer support online
â˘! Bug reporting and ideas
go straight to the
development team
â˘! Active participation in
social media
http://messaging.nokia.com
32. Nokia Support Discussions
â˘! Started as a C2C support
forum
â˘! Also employees
participating nowadays
â˘! Where do we offer official
customer support in online
channels?
â˘! Signposting activities
http://www.nokia.com/
discussions
36. Nokia in social media
â˘! Guidelines for employees,
organsations and brand
â˘! Communication and
marketing planning in real
time
â˘! âTopic of the dayâ âthinking
â˘! Participating in relevant
communities in different
countries
â˘! Showing the benefits for
individual employee
â˘! Competences and training
http://blogs.nokia.com