Presented at University of Tallinn, Estonia (the home of Skype) Consumers have changed and so has Marketing. The pace of change is accelerating, putting more pressure on organizations to embrace this new Digital Reality and transform the way they market. Nokia has been at the forefront of this change by leveraging Digital Media and new ways of Marketing to engage Consumers in meaningful ways. Transforming Nokia’s Marketing Organization successfully, requires a comprehensive program utilizing all relevant levers to drive this change. This presentation will give you insights around the latest (digital) marketing trends and the successful approach Nokia has taken to adopt to this new Digital Reality.

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6. Background Chris
• 15 years of Digital Marketing Experience
• In Europe, US and Asia
• Digital Agency, Digital Media Owner, Client Side Marketing
• Boutique Web Design Agencies
• WPP agency: XM Asia
• Microsoft Advertising & WW CMG
• Nokia
• SEAP, Head of Consumer Engagement
• Global, Director Digital Capability Development
• Europe, Director Advocacy
• Blogging about the Future Shape of Advertising at
Advertising3.WordPress.com & tweeting at @ChrisS35
• Basketball, Snowboarding, Wakeboarding, Traveling
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7. 24 Nokia 2013 – All Rights reserved
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Slide 7

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© Nokia 2013
24 March

14. Almost 2.5 Billion Internet Users
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15. Global Internet Device Sales
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16. The Need for Mobile
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17. Mobile Rich Ad Example
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18. Video on the Rise
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19. Huge Video Ad Opportunity
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20. Video Ad Market
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23. Share of Voice/Video
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24. Digital Media Inventory Trends
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25. 210 Years of Information
Source: Where is Everyone? http://www.baekdal.com/articles/management/market-of-information/
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26. 210 Years of Information
Source: Where is Everyone? http://www.baekdal.com/articles/management/market-of-information/
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Slide 29

30. Marketing Capabilities Levers
Organisation Talent
Behavior
Strategy
(incl. KPIs)
Culture
Ways of Working Competencies
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38. BREAKING DOWN OLD BUSINESS MODELS

42. 3” 4” 5” 6” 7” 8” 9” 10” 11” …
NO ASSUMPTIONS

43. NEW
RESPONSIVE
WEBSITE
WWW.NOKIA.COM/GLOBAL
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49. GO TO WHERE THE FANS ARE
Nokia will launch the Nokia VIP hub
on the Global Nokia Facebook
page. Targeting over 10 million
fans

50. MAKE YOUR PRODUCTS
GO SOCIAL

51. By the end of
2013
Nokia wants to
become the most
TALKED ABOUT and
most POLARISING
tech brand in social

52. 1. Consider the social opportunity in everything we do
2. Engage in better conversations with more advocates
3. Deliver personal experiences, be authentic and earn trust
4. Sharing is more important than control
5. Define clear objectives from the outset
6. Invest and commit to social presences
http://bit.ly/SGNTXO

54. CES MWC ENFUSE YOUTH
90,000+ organic views 1mil+ collective views 56,000+ Social connections
CONSUMER GENERATED ENTERTAINMENT
CNN iReport SMW
23,000+ people reached on 7000+ total posts over 5 GIFT MACHINE
the day days 3000+ checkins in 2012

62. HERE City Lens HERE Transit HERE Maps HERE Drive
62

64. SENSE

66. Advertising v3.0
https://advertising3.wordpress.com/

70. Contact at Nokia
Digital Marketing & CRM
Chris Schaumann
Vice President, Digital Marketing & CRM
Nokia Global Marketing
SlideShare SlideShare.net/ChrisS
Blog Advertising3.WordPress.com
LinkedIn LinkedIn.com/in/ChrisSch
Twitter @ChrisS35