1. Nokia Care in
Social Media
Juha-Matti Heikkinen
@juhish
Editorial Manager, Social Media
Care Operations
February 8th, 2011

2. Social media is an umbrella term that defines the various activities that
integrate technologies, social interactions, and the construction of content
(words, pictures, audio, video). *
Simply put,
Social media is people having conversations online.
* http://en.wikipedia.org/wiki/Social_media
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3. We enable social
through our services & partnerships on Nokia devices
We build relationships
with our customers, assist in problems and reach
out to prospects through social media
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4. 4

5. 5

6. Nokia Care
Product support, repair and
customer service
ONLINE: 250+ million unique
visitors at Nokia Support per
year
http://expatbrazil.files.wordpress.com/2009/02/call-center.jpg
CONTACT CENTERS: calls
and emails
80+ countries
30+ languages
REPAIR: 5000+ Nokia Care
points handling warranty
http://img210.imageshack.us/i/gedc0076.jpg/
repairs 6

7. Online Support
Support for every device and
service since 2002
All regional and local websites
Phone software updates
PC and Mac software
User guides in pdf and online
Support videos
FAQ’s / knowledge base
How-to-articles
Troubleshooting info
Email forms and phone numbers
Repair locations
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8. In Nokia-owned global social media channels, Care
- gives product support and customer service
- runs www.nokia.com/discussions support forum (25 million visitors per year)
- manages http://www.twitter.com/NokiaHelps - global Twitter account for
support
- supports other organizations in managing their official Facebook accounts
- Youtube channel for support videos
(http://www.youtube.com/user/NokiaSupportVideos)
Assists other Nokia organizations and employees
- teaching how to help Nokia customers online & how to direct them to the right
Nokia touchpoint
- FAQ’s to most common questions & complaint escalation instructions
- on country level, Care operates in the existing local channels, such as
• www.twitter.com/nokianl
• www.facebook.com/nokianederlands
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9. Nokia Support Discussions:
www.nokia.com/discussions
Global consumer forum for using and
troubleshooting Nokia products and
Ovi services in English
live since November 2005
available via 8 Nokia sites around the
world
Team setup:
2 administrators
6 technical experts
~12 moderators (24/7)
+ 100+ voluntary employees
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10. Monthly visitors: 2 million +
Total posts 800 000
Topics 160 000
Registered members 260 000
Nokia employees participating: 105
Posts made by employees
in the past 6 months: 1100
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11. What’s in it for Nokia
IMPROVED BRAND EXPERIENCE
– Key element in Nokia’s social media service portfolio
– Shows that we are listening and we care
– Enables and encourages Nokia employees to be open about their identity and meet customers
online
IMPROVED CUSTOMER SERVICE
– Customers can use their preferred channel to solve problems or learn more
– The most efficient channel for self-service
– Huge library of information that grows every day
– Leverages existing Nokia Care organization to provide peer-to-peer support 24/7
IMMEDIATE FEEDBACK
– Direct consumer feedback to all Nokia organizations and employees
– Issues are immediately known and verified via the community of Nokia users
– Interactive discussions rather than static escalations over levels
SUPPORTS NOKIA STRATEGY
– Key enabler for Nokia’s social media guidelines
– Supports Nokia’s strategy by enabling direct dialogue with the consumers
– Supports Nokia Care targets by increasing customer satisfaction and promoting self help
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12. Promoted across Nokia sites
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13. Great SEO
A question was posted
at noon, first answers
within minutes
Google finds it in under
two hours
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14. The Round Table - private forum
Forum superusers
200 invited
backbone of the community
t-shirts and mugs + 10 x N8
collect forum feedback for us
employees also get access
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15. Forum team roles
Nokia Care experts have a
“Technical Expert” status +
Nokia logo
Tasks:
Monitor their responsibility areas
Give technical advice and answers
from Nokia
Create new cases internally ,
update existing cases with
customer voice
Create + update official FAQ’s
based on forum feedback
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16. All Nokia employees can participate
Nokia Logo + ”Employee” status
Employee guidelines for social media
Elearning course
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17. Employee participation in social media
Be prepared
Be transparent
Be smart
Be nice
Be yourself
Be professional
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18. 3 steps for building a customer care forum
People are already talking about your company and products online.
Invite the discussion into your own domain, so you can monitor, participate,
and – to an extent - control it.
Having a sustained social presence in your own domain brings continuity and focus.
1 Create the meeting place
- get internal buy-in and support
- define your scope and purpose
- nominate the team
- community manager + moderators
- integrate the forum with your website
- invite your customers
- recognize key contributors over time
- start the discussion
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19. 3 steps for building a customer care forum
2 Listen and act
- gather customer feedback and make it heard inside the company
- align social media feedback process to your existing ones
- act on the feedback and improve your products
- advocate the forum for all employees
3 Inform and engage
- acknowledge issues, do not hide them
- let people know that you have heard them
- inform people what happens next
- empower and help your employees to participate openly
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20. Thank you
@juhish