1

Nuance CommunicationsSocial Media Marketing Campaign

July 2009

• Overview:• Why have a social media presence? • Social media options• How to be successful

• Nuance Mobile in social media• Strategy per product• Final recommendation

Contents

Why have a social media presence?

• Establish Nuance as a thought leader• Engage with community • Increase visibility to all departments within OEMs• Identify & strengthen relationships with decision makers & influencers

• Collect market requirements• Immediate feedback in a real world setting• Get product ideas• Help determine future product positioning• Sharing attracts attention

• Complement to traditional PR efforts• Reinforce messages• Ex: Michael Thompson Speech Tech Mag interview

• Raw statistics Site Total registered users Active users % int'l India UK Y/ Y growth

Twitter 6 mil 3.5 mil 40% N/A N/A 1928%Facebook 250 mil 200 mil 70% 3.3 mil 22.7 mil 254%

Statistics are from insidefacebook.com and Nielsen Online

• Cost effective• Collecting market requirements: cheaper than traditional focus groups

• From Groundswell: GM’s CEO blog estimated cost savings: customer insights from feedback equal to 5 focus groups at $8k each = $40k savings

• Advertising: increased visibility among interested audiences for a fraction of traditional ad campaign costs

• Customer support: in addition to phone & email support

Why have a social media presence for DTC products?

16 total forms of advertising ranked. Source: Nielsen

• Established communities & qualified reviews build trustRespondents trust “completely” or “somewhat” in the following forms of advertising:

Top 2:

Bottom 2:

We seek out consumers: search for keywords on Twitter, then follow those users

Consumers find us: searching on Google, ads, WOM

Consumer lands on product website

Consumer explores social media touch points, sees community, reviews, customer support

Consumer is more likely to purchase if a sizeable engaged community is visible

Community influence on DTC sales cycle

• A strong community builds trust and increases probability users will download product Sample touch

points:

Social media options: the universe and major players

Social Media

24/7 webcam

Online presence aggregator

• Interact, engage, listen• Post quality content

• Information community might not find• Our commentary• Relates to their interests

• Get internal buy-in and involvement• Hire dedicated resource to be the project manager• Be transparent• Be prepared to offer feedback and support• Be prepared for negative comments• Don’t be promotional

To be successful in social media…

• Overview• Nuance Mobile in social media

• Goals for Nuance Mobile’s social media presence• Social media overview for Nuance Mobile• Social media options detailed• Twitter overview• Division blog

• Strategy per product• Final recommendation

Contents

• Short term• Engage with customers and industry pros• Build community• Collect market requirements

• Long term• Establish as a thought leader• Raise awareness, influence perceptions• Increase revenue

• Measurement• Difficult to show direct link to revenue growth• Define measurement by reach and engagement• Link “buzz” to traditional ROI

Goals for Nuance Mobile’s social media presence

Social media overview for Nuance Mobile

Performed by a social media employeePerformed by internal employees

Key

Social media venues: bucket view

Name Symbol Type PurposeLevel of effort (5 is highest)

Necessary ingredients

Goal Deviations

PhpBB Forum

interact/ listen

discuss focused topics with forum members

2user interaction,

contentprovide support, facilitate

discussions, engage with customersPhorum,

MyBulletinBoard

Facebookinteract/

listen

social networking site: share photos, links, comments with

friends, engage with brands3

customers, brand loyalty or

recognition, content

keep in touch with customers, give product info, enhance brand

Bebo, Orkut, Myspace

Twitterinteract/

listen

microblogging (short updates) link sharing, interact with customers & community

4constant updates, quality followers,

value added content

broadcast PR messages, develop community, launch products,

interact with customers

FriendFeed, Yammer

Blogs (Wordpress)

interact/ listen

online journal- news, longer updates, comment on related

industry blogs and reviews4

content, user interaction

enhance brand and personality, launch products, PR, set record

straight, build archive of info

photoblogs, vlogs, podcasts

Delicious sharearchive all bookmarked

articles to share1

bookmarked and tagged articles

build archive of related materials: index of articles we read

Stumbleupon, Digg

YouTube share video sharing 5videos generated by

company or user

venue for user generated content, enhance brand, provide product

instructions

Vimeo, Viddler, Yahoo video

How will Twitter work for us?

• Connect with like minded people• Be an active participant in discussions &

help out others. Use that social currency to leverage brand & push messages.

• Build personal relationships with customers. People are more likely to buy from businesses with a visible online personality.

• Pull & send traffic to other social media sites, increasing product visibility

• Good content can be rewarded with “retweets,” helping product go viral

• Tweet links to products and articles, helping your community discover relevant content

Traffic

• Share info and ideas, ask your community questions and get feedback

• Enhance productivity: use Twitter to follow all industry news

• Find out what others are saying about yours and competitor’s products

Information

Networking

• Customers are more likely to purchase from a business visibly providing support

• Use real time messaging to alert existing users of product updates or problems

• Send surveys to your community to get quality feedback

Customer service

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Nuance Mobile division blog: voice of the company

• Overview• Social media overview for Nuance Mobile• Strategy per product:

• Jott: Brand built by social media• NVC 2.1• T9 Nav• XT9• VSuite• TALKS&ZOOMS

• Final recommendation

Contents

• Subscriber size: • 520k users when free, 18K users when paid

• Switched to paid in January 2008

• Summary:• Started social media sites after users created their own pages• Didn’t track ROI• Best for customer communication

• Resources: 15% of marcom employee’s time, other employees contributed content ~2 times/ month

• Details on social media presence:

Jott: Brand built by social media

Venue Start date Metrics Content

Blog Sept '06 1,130 subscriberspersonality/ brand building, links to news & recommended blogs,

product updates, reader commentsForum 2007 3,000 posts on 1100 topics product discussions, updates

Newsletter 2007 ~600,000 subscribers product updates, links to blog updates Facebook March '08 2,000 fans all shared content with blog, fans comments

Twitter April '08 720 followers one on one communication w/ customers, links to blog updatesYouTube June '08 130,000 views on 24 videos product instructions

• Overview• Strategy per product:

• Jott• NVC 2.1: the DTC test campaign

• Goal and venues• How social media sites will work together• Content • Metrics, market size and forecast• Job descriptions• Costs, savings and value

• T9 Nav• XT9• VSuite• TALKS&ZOOMS

• Final recommendation

Contents

NVC 2.1: Commercial launch goals & venues

Goals:

PHASE ONE: PHASE TWO:

Rating system: OptimalStrongGood

PHASE ONE PHASE TWO

Why start with Twitter & Facebook?• First build community• Ideal venues for meeting all goals• Level of effort minimal for broad reach

Continue phase 1 activities. Add:• YouTube: instructional videos• NVC blog: build brand, content archive,

link to touch points and share points• NVC forum: migrate from Beta to public

16k active cumulative users in 6 months Good Optimal Good GoodBuild community Optimal Strong Good StrongRaise product & technology awareness Strong Optimal Strong StrongCollect market requirements, product ideas Strong Optimal Good StrongFoster customer interaction Optimal Strong Good GoodProvide customer support Optimal Optimal Strong StrongGenerate buzz Good Optimal Strong StrongBuild brand Strong Strong Strong Optimal

How does everything work together?

Content is sharedLink to siteNVC website and blog connects to

all touch points & share points

Connect with us:

• Potential customers discover NVC via:• Friends share NVC website via share points• Find us when searching Twitter for keywords we’ve posted

• Sample keywords: “Blackberry,” “voice control”• Sizeable social networks return on page 1 of Google search results

• We find new users by:• Searching Twitter for keywords and following those users• Cross selling: Imaging reports 25% of revenue comes from emails sent to users

of other Nuance products

Update Twitter

4-5 times per week

300 followersUpdate Twitter

daily, plus customer interactions

500 followersdaily, plus customer

interactions800 followers

Update Facebook

weekly 50 fansUpdate

Facebookweekly, plus

customer interactions200 fans

weekly, plus customer interactions

500 fans

Create videos 2 new videos 200 views 4 new videos 600 viewsUpdate Blog 3 updates 30 subscribers 5 updates 100 subscribers

*Community size growth estimate based on Nuance Mobile Twitter and Jott social media experience

Total size Month 5-6 Total sizePhase one activities

Month 1-2 Estimated community size*

Phase two activities

Month 3-4

Frequent & varied updates grows community

Frequency of updates and community size

Content purpose and venueContent type Ideal venue Category Purpose

Links to related news allProvides user with news they might not otherwise find, adding value to user experience

Commentary on news BlogAdds value to user experience, establishes company as thought leader, builds personality

Unrelated items TW, blog Adds variety to posted content which helps build personalityCompany news TW, blog Shows users that company is not just one product, potential cross selling opportunityList of recommended blogs Blog Directs users to news they might not otherwise find, adding value to user experienceDiscussion questions FB, TW Builds community, use to collect feedbackProduct instructions FB, blog, YT Teach users how to use product, increases # of active usersProduct updates FB, blog, YT Informs users, increases number of active usersVideos YouTube Helps users actively use product

One on one interaction FB, TW, Blog SupportBuilds personal relationships with customers, increases level of trust when seen by others

Adds value

Product use info

Metrics, market size and forecasts

Market size & download forecast

Engagement based on Nuance Mobile Twitter and Jott social media experience

Add "how did you find NVC" to order formDistribute coupons to track orders Good Optimal N/A N/AMeasure click-throughs to product website Good Optimal Optimal GoodTotal number of fans, followers, views Optimal Optimal Optimal OptimalComments or replies by fans or followers Optimal Optimal Strong OptimalNumber of new product ideas Strong Optimal Good Strong

Direct

Indirect

on order form

Forecast based on marketing manager’s projections

PHASE ONE PHASE TWO

Social media metrics

Social media engagement forecast

Free (months 1-3)

Paid (months 4-6)

% active in NVC's social media (estimate percentage of cumulative users after 6 months) 30%# active in social media 4,758% who add quality content 20%# of quality content posts by users after 6 months 952

# of Blackberry users who download NVC 105,000 12,000% who continue to use the app (active users) 20% 80%attrition rate 10% 10%# of cumulative active users 18,120 15,859

Rating system: OptimalStrongGood

DTC campaign job descriptions

• Product marketing manager is overall owner• Social media employee is project manager for all social media activities

Ensure social media campaign is consistent w/ product goalsEnsure product webpage is optimized for social media campaignCreate content (text and videos)Maintain all pagesAggregate feedback, monitor metricsMonitor industry newsCreate and post basic contentManage internal employee involvementEdit and post employee created contentEnsure support Q's are answered

Customer service employee Respond to support Q's 5%Marketing employees Create content- text and videos 3%Video employee Shoot and edit videos 1%

Monitor buzzPush selected messages

Estimated time spent

Social media DTC campaign job dutiesResponsibility

PR

Social media employee

Product marketing manager

30%

<1%

5%

Labor costsSocial media employee cost at $18/hr for 12 hrs/ week ($5,616)NVC product manager's cost at $35/ hr for 2 hrs/ week ($1,820)Customer service employee cost at $30/hr for 2 hrs/ week ($1,560)Other marketing employee's cost at $35/hr for 2 hrs/ month for two additional employees ($840)Video shooting and editing cost at $35/hr for 8 hrs for entire 6 months ($280)PR cost at $50/hr for 1 hr/ week ($1,300)Total labor costs for 6 months ($11,416)Optional: Facebook ad (at $50 per day) cost for 6 months ($9,125)

Cost savings estimateAdvertising savings: visibility/ traffi c (30,000 daily page views at $2.50 cost per thousand) $13,688PR savings: press stories about or driven from social media campaign (2 stories per month at $2k each) $24,000Support savings: calls avoided because information is found online (10 daily calls at $5.50 per call) $10,038Support savings: emails avoided because information is found online (50 daily emails at $2 per email) $18,250Research savings: customer insights (ideas found online equivalent to 5 focus groups at $5k each) $25,000Total cost savings for 6 months $90,975

Savings & value outweigh costs

Potential value estimate (value based on half downloads for free, half for $9.99) Downloads Value

Word of mouth value: customers refer product to their own social network, estimate 1 out of 5 customers' friends purchase

3,200 $15,984

Cross-selling NVC to Imaging & Dragon users: if 60k users receive emails from Nuance and 25% of them download NVC

15,000 $74,925

Facebook ads effect: estimated 20k users click on ad over 6 months, if 10% download directly from Facebook and 5% more download later

3,000 $14,985

Total increase in downloads and potential value for 6 months 21,200 $105,894

• Overview• Social media overview for Nuance Mobile• Strategy per product:

• Jott• NVC 2.1• T9 Nav: use lessons from Jott & NVC• XT9• VSuite• TALKS&ZOOMS

• Final recommendation

Contents

T9 Nav: Follow the NVC social media plan

• Push social media sites to build community• Create monthly newsletter, include touch points

• Include tidbits from blog to increase CTR• Incentivize current users to post reviews

• Add touch points and share points to every page on website• Changes to T9 Nav website

• Consolidate all sites to build brand consistency• Ensure entire process is user friendly

• Eliminate purchasing roadblocks• Add customer service links to each page

• Merge social media campaigns for consistency• Ensure consistent message and brand• Sites should be connected and cohesive• Continue regional efforts

• Ex: Orkut social networking site in India• Cost savings

Who’s following T9 Nav?

• Notes on categories:• “Industry people” includes bloggers• T9 Nav & NVC would fall into “related companies”• “Industry news:” only provide info and do not interact

Word cloud of follower’s bio’s

Followers by category (July only)

Sample bio

Category Number of followersQuality real people 17Industry people 9Related companies 10Industry news 9Sketchy/ unrelated 11Suspended accounts 6Total followers 62

Why did they follow T9 Nav?

Keywords used: Feb, March, April 146 followers or ~12/ week, 22 tweetsSample tweets:

Keywords used: July 1 to 2862 followers or ~15/ week, 23 tweetsSample tweets:

• Overview• Social media overview for Nuance Mobile• Strategy per product:

• Jott• NVC 2.1• T9 Nav• XT9: raise visibility• VSuite: listening to a growing community• TALKS&ZOOMS: leverage a niche audience

• Final recommendation

Contents

• Goals• Raise awareness of capability of product• Generate buzz to get reviewers to mention capability• Gather feedback on UI and design

• Types used• Listen & interact on mobile phone forums

• Collect market requirements, use community to educate on product use• Create and share videos

• Action• Idea #1: Create instructional videos for each phone• Post on YouTube and distribute via social networks

• Idea #2: In-store “XT9 Challenge” at AT&T, Verizon, or Best Buy stores

• Share content with online community via Twitter, Facebook

XT9: Raising visibility

• Voice control on the iPhone• Collect data on number of mentions and categories

• Categories: raving, complaining, asking questions• “iPhone” + “voice control” mentions continue but are slowing

• Twitter: post- 3GS release: ~4 mentions per hour• Early July 2009: ~1 every 2 hours; late July: ~2 every 3 hours

• YouTube: ~20 dedicated videos, ~1.3 million views• Apple features voice control on TV ads and in-store promotion

showing it is a differentiator • Buzz is evidence that market demands the product

• VSuite on other phones• Use Twitter to find users mentioning voice control• Engage with users and provide instructions on product

VSuite: Listening to a growing community

• Goals• Take advantage of a focused target market• Raise awareness of products

• Type used• Listen & engage on community forums, Twitter and blogs

• Action• Monitor forums for related discussions, participate and provide

product information

TALKS&ZOOMS: Leverage a niche audience

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Final recommendation

Nuance Mobile as B2B• Quality content will establish Nuance as

a thought leader, helping the industry understand what we do

• Blogs show commitment to understanding the customer

• ROI difficult to calculate, focus instead on building community

• Quality content will establish Nuance as a thought leader, helping the industry understand what we do

• Blogs show commitment to understanding the customer

• ROI difficult to calculate, focus instead on building community

DTC products• Build communities & promote

interaction to increase conversion rate

• Collect market requirements to determine future product positioning

• Cost effective for providing customer service

• Increased visibility is cheap advertising

• Build communities & promote interaction to increase conversion rate

• Collect market requirements to determine future product positioning

• Cost effective for providing customer service

• Increased visibility is cheap advertising

• Monitor buzz to get product ideas

• Educating consumers will increase product usage

• Monitor buzz to get product ideas

• Educating consumers will increase product usage

Final thoughts• Dedicated employee as project manager

• Need internal buy-in to drive quality content

• Dedicated employee as project manager

• Need internal buy-in to drive quality content

• Next steps• Twitter and Facebook statistics for all Nuance pages• Aflac duck Facebook page• Aflac in the newsfeed• Keywords we track on Twitter

Appendix index

• Moving forward with T9 Nav• Website consolidation and redesign• Add touch points• Create monthly newsletter

• Educating Nuance on social media• Questions from XT9 UI engineers on gathering feedback on design• APAC Enterprise marketing managers

• Transition:• Finding the right social media employee• Taking over @NuanceMobile

Next steps

Twitter & Facebook statistics for all Nuance pagesJuly 29, 2009

• T9 Nav Tw: 44 updates, following 302, 205 followers• NuanceMobile Tw: 73 updates, following 805, 558 followers• Jott on Tw: 194 updates, following 68, 719 followers• T9 Nav Facebook page: 143 fans, 3 updates in July • Other T9 Nav pages:

• Philippines: 222 fans, 2 July updates, never responded to my question about Nokia E71

• India: 42 fans, no recent updates, answered incorrectly to my question about Nokia E71, then said “T9Nav does not support QWERTY and touch screen handsets”

• Dragon FB page: 1077 fans, Tw: 110

• Aflac duck’s photo album

• 134,843 fans

• Facebook newsfeed showing Aflac duck updates, friend updates, NYT updates

Tracking keywords

Keywords tracked on tweetbeep.comFor T9 Nav For Nuance Mobileovi store nuances60 voice commandsymbian iphone voice control#nokia voice controlnokia apps nuance jottnokia forum nuance symbiannokia N95 spinvoxsamsung omnia hd ford syncT9 Nav XT9nokia n75 jott