icew 2013 allana barber - mobile brand community building strategies

Nokia Internal Use Only

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ALLANA BARBERCONSUMER ENGAGEMENT MANAGER : DIGITAL & CRMNOKIA SOUTH & EAST AFRICA

CONSUMER ENGAGEMENT Any Device,

Any Channel, Any Time

@allanabarberallana.barber@nokia.com

IT’S STILL ALL ABOUT CONNECTING PEOPLE

Most Powerful Consumer Engagement channel is in their hands

NOKIA COMMUNITIES

Mobile Centric Communities are personal, intimate and perfect for enabling or extending conversations

ProfileAcquire

• Media• On Pack• POS / POP• Communit

y• Social• Direct

Comms

Push and Pull

Segment

Engage• Special

Content• Products• User

Generated• Social• Comps• Utility

Opt-in• Communicatio

n• Promotions• Special

Interest Content

• Using Cell/Email

• Social Connect thru Twitter, Facebook and LinkedIn

Promote(pull)

SellRewardInfluenceInform & Entertain

Conversation

Nokia SEA CRM Programme

Integrated ATL, BTL, Web, Mobile & Social

Strategy

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Creating Conversations at all Touch Points

Nokia Internal Use Only

Let’s Journey Multi-layered mobile consumer relationship strategy Nokia South East Africa

TraditionalMedia

SMS Engage & Convert

Reply | Click

Creating conversations based

on Interests

TraditionalMedia

SMS Engage & Convert

Reply - Click

Put yourself in the consumer’s shoes:What’s in it for me… How do I connect?

Win

The Adventurer

The Muso

The Entrepreneur

Include a Call to Action Focus on Value ExchangeAppeal to Pins and Needles

Seamless Social Integration Leveraging Facebook And

Driving Likes

More than 13,000 opt-ins, generating 5000 mobile likes on Facebook

SMSRaymond, if u liked Nokia SA on Facebook click http://lnq.in/NOKOLfbl/aaa to complete the KOL VIP entry. Ur Password is 12345

Radio and Activation

SMS KOL to 41801

Paid/Owned Banners, Social and Mailers…

Direct click to tracked URLhttp://lnq.in/KOL_c1..n

Reply SMS:You’re on your way to Rocking out with Nokia and the Kings of Leon. Complete your entry- click on http://lnq.in/KOL or dial *120*9473*565# Rules apply.

TraditionalMedia

SMS Engage & Convert

Reply - Click

Email to mobile is HUGE

More than 50% of emails are sent and received from phones – conversion 35% higher

Device Detection

Emailer

Web Mobi

Register + Profile

Complete Survey

Music Voucher 1

SMS

Music Voucher 2

SMS

Activate and Redeem on Nokia Music

Engage & Convertemail

Click – Detect

- Route

Rewards

Join, Earn, Win>>> Let’s QWERTY

Gamification and Rewarding engagement

TiersInterest

sModerator

#Sessions >300,000#PageViews >1,200,000#Registrations >20,0007% Registration RateAverage 4.3 EPS#Points earned > 580,000

How To

My Dashboard

Winners

Share, Tweet, Like

Challenges

Don’t Break the Beat Seamless integration

with YouTube

Cyphering In East Africa Contribute, ListenVoteUser Generated Content

Nokia SEA mobile/CRM: Body of Work 2012 / Company Client Confidential10

Gallery

Judges

Live Feed & Chat

Social on mobile is powerful

Treasure hunt – 5,000 concurrent users – 160,000 engagement actions

http://lumia.nokia.co.za

Call to Action

User sends SMS to Short code

Receives Reply Message with Link

to Mobi and secret code

Gets SMS to present to Promoter at Mystery

location

Engage & Convertemail

Click – Detect

- Route

Rewards

SMS

Evolve from a Campaign to Always On content

Lumia Family – integrated launch and sales promotionNokia “Global Truths” Localized

Idea

http://lumia.nokia.co.za

Engage & Convert

email

Click – Detect

- Route

SMSTraditional

Media

m

Online media

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Nokia Retail Promoter & Sales Incentive

Apps

Deploy Retail Sales Incentive Apps on MobileUse data to drive Lumia Activations Get consumers involved in Lumia Community

Promoters & Sales Consultants

• Refer prospective customers• Register Sales• Incentivize and Reward • Consumers get sms to Opt into Community• Take-on consumers to CRM

Pro

mote

r’s

App

Jesse – U are invited to the Nokia Lumia Amazing Everyday Community where you could win a Nokia Lumia 800! Click http:/lnq.in/lumiainvite to start.

Enter promoter’s cell number

Check in to a location

Capture Lead Refer More or Access Options

SMS 2 CONSUMER

Check Out Leader Board

NOKIA REWARDS

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Direct Activation

during /post purchase

From Campaign Participant to Lumia

Owner

Nokia Phone Owners Reward Community

Campaign

Activation

Lumia Ownership Validation:1. Detection

of device2. IMEI

validation3. Direct from

121/3rd party

Activate• Warranty• Nokia Services• Getting Started Tips

Discover• Nokia Community• Content• Social

Services• Nokia Services

• Drive/Maps• Music/Mix Radio

• Features and Functionality

How To• Lumia Features and Functionality• Windows Phone Services• Troubleshooting• Tips

Rewards• Competitions• Promos• Exclusive Content• Points Redemption

Support• Nokia Care• Contact Form• Store/Location Finder

Engage

Nokia’s growing Communities

generating Engagement

Engaging communities to drive loyalty

Reach

Engagement

Conversion

DisplayAds; 50million

Email; 11.4million

Mobi; 3million

SMS; 1.4million

Promotion; 100,000

Asha Lumia Rewards0

1000000

2000000

3000000

4000000

1,083,914

1,588,329 1,192,

911

3,410,728

3,602,289 3,049,

064

#Sessions #PageViews

Asha Lumia Rewards -

100,000 200,000 300,000 400,000

186,770

78,70

8

342,0

06

Members Owners

~70m impressions- multiple channels

~4m Engagements on Mobile

~600k Community Members on

Mobile(>10% owners)

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Owner Incentive Campaign…

Bundled Offer to drive Activation and Sell Out at Retail

Push

email

Click – Detect - Route

SMS

SMS to Short Code

Pull

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Nokia Rewards App Truly Mobile Centric CRM

12:38 12:38 12:38

You have 654 Points

Promos

Poll Badge

News…

Challenges Apps Music

Tips

Burn Points Games

Bonus

12:38

You have 654 Points

Claim Your Rewards

50Win a Kings of Leon VIP Lounge Experience

400Gift a Nokia Music Album to a Friend

100 Win EA Games

50Chance for Free Upgrade to a Lumia 920

200Publish a Nokia Mix Radio Playlist

Phone Start Rewards App Home Earn/Burn Points

Nokia Internal Use Only

Consumer Engagement is a journey to Loyalty

• Think mobile from the start

• Experiment, Measure and Learn

• Integrate Social with Communities

• go ALWAYS ON

• Engage and Reward

In partnership with