icew 2013 allana barber - mobile brand community building strategies
DESCRIPTION
How will mobiles be used in emerging markets ? Remember, it's not just a smartphone world. What should be the framework for integration into cross-media and multi-channel ? Using case studies and insight from real world campaigns, Allana will illustrate on how communities can be built centred on mobile technologies in Africa and emerging markets.TRANSCRIPT
Nokia Internal Use Only
1
ALLANA BARBERCONSUMER ENGAGEMENT MANAGER : DIGITAL & CRMNOKIA SOUTH & EAST AFRICA
CONSUMER ENGAGEMENT Any Device,
Any Channel, Any Time
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
4
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
Click – Detect
- Route
SMSTraditional
Media
m
Online media
13
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
14
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)
16
Owner Incentive Campaign…
Bundled Offer to drive Activation and Sell Out at Retail
Push
Click – Detect - Route
SMS
SMS to Short Code
Pull
17
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