Nokia.com content strategy. Presentation by Tuomas Manninen and Maria Tuuli at Talent Base - Nitor Breakfast Seminar on Dec 5th, 2012.

1. Nokia.com
Content strategy
5th of December 2012
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2. Content strategy defines
• key themes and messages, recommended topics,
• content purpose (i.e., how content will bridge the space
between audience needs and business requirements),
• taxonomy (folksonomy),
• content gap analysis,
• content audit,
• metadata frameworks and related content attributes,
• content mapping and modeling,
• search engine optimization (SEO),
• metrics, analytics, KPI’s,
• implications of strategic recommendations on content creation,
publication, and governance.
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3. Why content strategy?
A clear content creation framework has several benefits:
• It helps create a consistent customer experience across all
Nokia websites.
• It helps create a unified Nokia brand image and consistently
high content quality standards.
• It ensures a good balance between business needs and
customer needs.
• It makes content creation faster and more cost efficient.
• It simplifies content deployment and management.
• It helps streamline operations and prevents time and
resources being wasted on ‘reinventing the wheel’.
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4. Building blocks

5. Put simply, this document combines drivers and
content types into a content creation framework for
the different pages in the product journey.
Drivers + Content types = Framework
The needs of both the A mix of text, images Guidelines and rules
business and the and rich assets that that define what
customer, plus the can be used differently content should be
‘truths’ about the according to the needs. created when (and
products. how).
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6. The drivers

7. Balancing the drivers
This content framework balances the product characteristics, the needs of
the user and the needs of the business.
Business needs
(marketing and branding)
Business
Customer needs
based on journeys
Customer Product
Product truths
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8. Product priority: a closer look
High priority
Typically 4-6 models / 20-25% of core range
Each high priority model should have a clear point of
difference to other high priority models, e.g. one model
High for business, one for style etc.
Medium priority
Typically 6-9 models / 30-40% of core range
Medium There should be roughly 50% more medium priority models
than high priority model
Low priority
Typically 10-15 models / 40-50% of core range
Low There should be roughly 50% more low priority models than
medium priority models
No priority
None Models not part of core range
Usually older models or those of very low
importance to the business
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9. Content depth
The depth of content is the richness or detail available in different
areasof the product journey. It’s like a volume control that can be
dialled up or down depending on various factors.
This framework balances the depth of different types of content, based
on the product priority and lifecycle. This is important to ensure
relevant content is prominent at different stages in the lifecycle.
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10. Controlling content depth
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11. Nokia.com
Content management
5th of December 2012
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12. Efficiencies from ways of working
Old way of working New way of working
…
1st local 2nd local 3rd local ’n’th local Global content pool with local
content pool content pool content pool content pool versions
Local content managed by presentation
layer, rules and metadata
… …
1st local site 2nd local site 3rd local site n’thlocal site 1st local site 2nd local site 3rd local site n’thlocal site
version version version version view view view view

13. Three levels of localisation
Global
1
Non-localised (e.g. videos &
images)
Translation
2
Global content translated by a
translation agency
2. TRANSLATION Adaptation
3
Volume of content
Local placement of content
Globally
originated Origination
4 Locally created content
content
1. GLOBAL
3. ADAPTATION Locally
originated 4. ORIGINATION
content
Degree of localisation
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14. A mixture of localisation types to populate global page
templates
Product Overview Page
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15. The localisation process includes both global and local
stakeholders
Key roles Responsibility description
Global
Responsible for assigning content to local markets and global publishing
Content Manager
Translation Agency Responsible for content translation
Local Content Responsible for validating translated content, adaptation of content
Manager placement and origination of local content, as well as local publishing
Local Base Language Responsible for validating base language translations on-behalf of own
Validator and other base language sites
Global Nokia.com Responsible for localisation process, process efficiency and
Operations team improvements, issue handling, vendor management and other daily ops
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16. Content management process (localisation of
global content)
High-level overview of Nokia.com localisation process
Content
Global content
Content validation,
creation Content Content
selection & adaptation
& master site publishing optimization
translation and/or
creation
origination
• Global content • Global/local • Local validation of • Global/local
creation selection of content translated content in publishing of
• Master site upload & markets for translation tool & content
localization preview
• Content translation • Localisation of
by a translation content
agency and/or
• Content adaptation
and/ or
• Content origination
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17. 0perational efficiency, web performance and page load
1. Operational efficiency measures five main CMS workflow phases
2. Web performance measures site availability
3. Page load report measures site performance

18. Next steps
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19. Thank you