Robson TelesNOKIA

Localization & Technology

Mixing of cultures: Globalization

• Shorter Go-to-market

• Globalization demands

much more from loc agencies

• Empower localization

work

• Benefits from anywhere

Customers & Consumers

• Different flavors & expectations

• Selective purchasing

• New approaches

• Improved purchasing cycles

• Segmentation market

Consumers

Nielsen25k Internet Users50 countries

Consumers

From 2007 to 2009, the brand sponsorship has increased in levels of trust from 49% to 64%.

In LTA, the numbers are more expressive:

81% in Venezuela and Colombia

79% in Brazil

Content Writing & Localization

• Global and generic content doesn’t work in a globalized world

• Marketing texts which don’t connect consumers

• Square information to describe only tech or basic elements

• Insignificant content for some consumer’s target

HUMAN Tech, HUMAN Product & HUMAN Content

Modular Information Design

- Provide customized info

according to people’s

desires, culture,

sales strategy, etc.

- Transformation of products

- Modeling information

- Driving consumers into new experiences

User Experience

Is your content producing a real user experience?

How is it connecting consumer’s needs with solution?

What is the improvement?

“You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new.”

“I want to put a ding in the universe.”

“Fit and Finish”

“We have been working hard on fashion, which is

very important in the consumer market”

“Innovation distinguishes between a leader and a

follower.”

“Disney and Apple are offering customers a new and exciting way to experience television”

User Experience: Study Case

     

“Design is not just what it looks like

and feels like. Design is how it works.”

CRM (Customer Relationship Management)

CRM using Web 2.0

CRM magazine says: “The entire point behind the marriage of CRM and social media is that it empowers the individual and amplifies conversation.”

Web 2.0 Revolution

Web 2.0 isn’t only connecting people in a network, but creating value.

How are the companies creating added value with social networks?

Web 2.0 & Social Media

Web 2.0 is enabling:

• Collaboration

• Community

• Conversation

• Creativity

SM is enabling:

• Collaboration

• Engagement

• Sharing

• Feedback

Channels

Channels

Have you already thought about using SM for creating your own content?

Or Localization?

New trends … Stay tuned!

Social Media Revolution

Click to play

Social Influence

STRATEGY

OPERATIONS

ORGANIZATION

SOCIAL INFLUENCE

Retention

Why is retention important?

Is it the best approach to grow?

Retention

“Building a true relationship with the consumer is not simply about Marketing, Social Media, CRM. It is much deeper and takes time to develop and bear fruit.”

Nokia team

Note: Each 5% increase in customer retention can add 25% to 125% in profits.

Latin America

Customers & Consumers• Feel connected

• Long for a relationship

• Price*

• Tend to be loyalty

• If they like, they will share

• If they don’t like, they will share

Social Media

• Growing faster

Note: 1 in every 11 online

minutes globally are spent

on social networking sites, like Facebook and MySpace.

In Brazil, the population has increased this number to a remarkable 1 in every 4 Internet minutes.

Internet Data

• Invest in content looking at consumer’s needs• Drive localization accordingly• Capture and maximize the user experience• Engage in CRM using web 2.0• Focus on Social Media for the future• Establish retention rates and measure that• Grow together

Conclusions ….

THANK YOU!

Robson Telesrobsonlteles@gmail.com