Xm Asia nokia ap digital case history
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Transcript of Xm Asia nokia ap digital case history
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Nokia Asia Pacific Creating a #1 digital brand 2004 - 2008
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What was the business need • In order to maintain their leadership in the industry, Nokia needed to reinvent the way it
has been marketing its mobile phones as consumers were moving online. • Nokia’s corporate objective was to shift itself from a mobile phone manufacturer to become
the mainstay of communications, enabling consumers access to information, services and content through their mobile phones.
40% market share
140 million phones
17% market share
8% market share
8% market share
Nokia is Number 1 in the telecommunications business
Make Nokia Number 1 in the land of Internet Giants
Over time, we recognised that the evolution of digital & consumer trends were imperative in making digital
the backbone of Nokia’s entire business
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2004 2005 2006 2007 2008
Age of portals
How to create a one-stop platform that synergised all
10 websites in APAC
XM engaged to maintain 10
brandsites in Asia Pacific
(1) Made Nokia’s 10 sites into a key sales channel with digital
Proliferation of portals
How to focus on
consolidation and enhancements
XM’s site maintenance and content creation
received a 75% in satisfaction score in agency review
(2) Used data to
increase site traffic and user
engagement
Web 2.0 evolution
How to reinvent the business model to map
evolving consumers’ consumption
patterns
XM developed Find and Compare
Tool
(3) Facilitated target
understanding and increased user engagement by
over 420%
Web 2.0 takes off
How to build integration
between online and office and
build engagement
XM created award-winning
work for Nokia Nseries utilizing social
media
(4) Leveraged social trends to
optimise channel planning
Web 2.0 way of life
How to leverage on new media
trends and social networks
XM continues to maintain brand
site with engaging content, and built
a social community
platform for music
(5) Built communities and
harnessed content to extend Nokia’s service offerings
Digital Trends
Nokia’s Key Challenges
XM’s insight-driven solutions
Digital Achievements
XM’s key achievements
Won Cannes Bronze Cyberlion
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#1: How XM ‘s digital strategy transformed Nokia’s sites into key sales channels Business Challenge • Consumers were using information online to determine purchase. Nokia needed to
synergise all local websites and incorporate with timely and relevent content that will influence purchase.
Solution • We built a large-scale workflow solution ensuring seamless integration, smooth
communications and maximising efficiency across the 10 local websites
What we did • Continuously track how users navigate websites and constantly enhance websites with
engaging content and applications. • Create, localise, and maintain web pages and beyond-the-browser applications
creation • Set-up content management system infrastructure set-up • Editorial planning across all online channels • Created and maintained .mobi edition of the brandsite • Database acquisition through campaign drivers. • Create, localise and maintained Nokia’s “Be the first to know” newsletter. • Content for newsletter is also used for RSS feeds. Turned around all new
announcements within 24 hours. • Systematic tracking of spends and efforts on a monthly basis. • Robust campaign creation and dissemination process involving Nokia stakeholders
(Global, Regional and Local levels) and key agency partners • The output: we perfected the large-scale maintenance workflow • Results: XM received 75% in satisfaction score in agency review!
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#2: How XM used data to increase site traffic and user engagement
Business Challenge • We needed to measure the return on marketing investment • digital marketing due to its natural ability to measure defined conversions, became
the platform of change Solution • We created a sophisticated tracking framework in all digital work, enabling end-to-
end data tracking, measurements and consumer trending
What we did • Continuously track how users navigate websites and converted learnings into
actionable enhancement ideas • Created reporting dashboards measuring and cross-referencing site, campaign,
and eNewsletter performance, thus providing an in-depth understanding of the customer journey in a multi-media environment
• Monitored and analysed social forums regularly as well as combined analytics and data reports to better understand audience behaviour
• Keyword learnings were used to enhance Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) to increase searchability of websites, to increase site traffic
• Comprehensive SEO tactics helped increase visits to low-traffic pages, and also increase user relevancy by driving results to specific pages
• Results: Increased traffic by 30% over a year, user activities on site increased by 15%. Traffic directed to campaign sites increased by 25%.
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#3: How XM understood the target better and increased user engagement
Business Challenge • Consumers were getting confused with the multitude of phone brands and
products available. There was no real point of differentiation between products anymore
Solution • Created a ‘living and organic’ application that took into consideration a visitor’s
real-time journey within the brand site to produce contextually relevant recommendations
What we did • Used Hitbox’s tracking tool, XM conceptualized and designed a solution that
served out relevant products through tracking a visitor’s user journey during his visit in the brandsite.
• The output: A “Find & Compare” application residing in relevant touchpoints within a visitor’s user journey within the Nokia brandsite
• The Global Find & Compare tool provided a seamless experience while browsing through the phones – without the user realizing it, automating the target identification process, anytime, anywhere.
• Consumers were able to compare phones of interest, simply by tracking the phone models viewed.
• Results: Phone comparison usage increased over 420% after the launch of the new Phone Selector with record sales.
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#4: How XM leveraged social trends to optimise channel planning
Business Challenge • The overwhelming range of phones available on the market made it hard for
Nokia to communicate the multimedia benefits of the new N81 phone to consumers
Solution • XM created an experiential platform that seamlessly integrates offline and online
channels to demonstrate N81’s high tech features, while creating user dialogues and building user participation
• This social platform allowed Nokia to ‘own and earn’ its media asset complimentary to it’s ‘paid’ media, thereby extending reach and credibility.
What we did • Digital Playzone was a regional, high-engagement activation campaign where
contestants had to spend 3 days in a glass room without personal belongings save for a Nokia N81. Contestants compete for points over tasks that involve using key features of the device (involvement).
• Public participation was via the event, online campaign site and mobile shoutbox • We also created a common communication platform for registrants, participants
and the public to converse before, during and post event with real-time chat boxes, live blog entries and a mobile site that allowed users/promoters to access the website onsite.
• Results: 372,969 unique visitors. Post campaign analytics showed social bookmarks are well-utilised as a method for raising awareness of the event.
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#5: How XM built communities and harnessed content to extend Nokia’s service offerings
Business Challenge • Nokia needed to develop an association with “Music” as a key lifestyle driver.
And in turn harness music content for its mobile devices
Solution • XM created an online music community platform, the Independent Artist Club
(IAC), which allowed for sharing and downloading of music files. It creating huge brand equity and presence in the digital music space for Nokia.
What we did • XM developed a hybrid platform using 2.0 web technologies that enabled easy
sharing and uploading/downloading of content, necessary for the success of a community platform like IAC
• Separated online registration and moderation for country level music agents and artists so that talent spotters could easily identify and qualify local artists by market and genre, increasing the chances of local artists getting signed.
• Multiple country sites accessing an APAC level database of songs could filter consumer choices at country level
• Results: Created an online music brand for Nokia. IAC is now 2nd largest online independent music site in Asia
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How XM was resourced to create digital achievements
XM utilised the following communication model to provide regional support to Nokia local agency vendors for smooth and effective regional coordination and exchange of work.
Nokia APAC Online Managers
XM Program Planning team
Production Team (Based in Singapore)
Analytics
Technology
Rich M
edia
Creative
eCommunications Management
Brandsite Maintenance
eCommunications Program
Brandsite Maintenance Producer Team
Local Country Agencies Nokia Local Country Online Managers
Mobi Maintenance
Mobi Maintenance
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• Core team which supports Nokia Digital Activation activities • Provide Activation Campaign & Creative Strategy development • Plan & manage assets development to ensure seamless delivery • Review measurements (web analytics) to ensure objectives are
achieved and provide a recommended action where addressable • Ensure alignment to other non-digital activation channels
• Implement Activation Campaign & Creative Strategy development • Comprising site management, creative, marketing, analytics and
technical expertise • Ensure operational efficiency of site maintenance and systematic
injection of innovative ideas and improvements
• Provides strategic business direction & leadership within RMG/JWT • Provides digital insights to activation teams • Provides overall brand guardianship across APAC
Team Nokia – Roles and responsibilities
• Engagement programme planning and content maintenance • Integrate activities and maintain dialogues with customers with a
segmented e-marketing and communications approach • Provides regional support to local markets • Key to account communications and support • On-going collation, analysis and dissemination of monthly
dashboards and measurements data collected from various Nokia owned channels (country advisory role to share data with countries)
STRATEGY STEERING TEAM
PROGRAM MANAGEMENT TEAM
DIGITAL ACTIVATION TEAM
TECHNOLOGY AND OPERATIONS TEAM
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Results: XM’s thinking helped shape Nokia’s business objective of becoming #1 Reputation:
Made Nokia #1 a giant in the digital space with breakthrough digital campaigns that harnessed great brand presence and sales results by tapping into the power of community, user engagement, data mining and new media technologies.
Retention:
We enjoyed a 5 year enduring relationship with Nokia and has seen through over 300 phone launches, delivered breakthrough campaigns with outstanding results; engaging multiple countries and stakeholders with one team, one focus. Revenue XM Singapore has indicatively grown the digital spend of Nokia more than 75% from 2003, expanding the jobscope from a brandsite maintenance to a digital led marketing mix across brand, product/sales (over 300+ phone launches), and service/content channels.
Source: Digital Media Top Brands Singapore
THANK YOU www.xm-asia.com
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