2. 7 years old
@Nokia_Connects (18,000 followers)
Nokia Connects blog (50,000 unique visits weekly)
Global network of > 20,000 advocates
Inspires > 360,000 conversations every year
> 50 device experiences per month
Nokia Connects
3. • Learn more about Nokia products
• Buy Nokia products / make a
purchase decision
• Do more with Nokia products to
get the best out of them.
• Tell more of their friends about
how great Nokia products are
online and offline.
We help people…
4. • Generate Nokia conversation from
advocates
• Inspire creation of content with
Nokia smartphones
• Build relationships with non-tech
influencers
• Drive sales of smartphones
Our key objectives…
5. 2 3 4 5
The advocacy journey
ENGAGE INSPIRE NURTURE GROW
Through listening
and manual
profiling, we identify
and profile voices
from relevant
passion groups,
looking at reach
and influence,
quality of content,
passion and
interaction within
their communities
We engage the
chosen selection
with personalised
one-to-one contact
and issue a unique
pack to generate
initial excitement
and confirm
involvement in the
community
We bring our
influencers together
using product trials,
exciting ideas and
invitations exclusive
events that play on
the strength of
friendships and
trying new
experiences
We maintain an on-
going dialogue with
our key influencers
through on-going
engagement on
email, twitter,
Facebook, F2F and
on the phone –it’s a
1 to 1 relationship
with real people
We amplify and
share content
created across
Nokia’s social
presences, in order
to raise awareness
and engage new
potential
community
members using
assets from our
previous
campaigns
PROFILE
1
6. INTEGRATE WITH CAMPAIGNS
10. Non-tech audiences
57
top fashion bloggers
1,282
posts in social
+26k
video views
95%
of fashion bloggers had never
spoken about Nokia before
+17m
impressions generated from
posts in social about Nokia LVK
13. Real ROI
93% of respondents said they would recommend
the trial device to friends and family
48% of triallists said they would switch
to Lumia from their current phone
We’ve been encouraging those who trial a Lumia to give us some honest
feedback about their trial experience
14. I am often asked my family friends and colleges
for my recommendations on the best smartphone.
I generally recommend users switch to the iPhone
or a Nexus device, but have found that neither
match the performance, features and user
friendliness of the Lumia 920
“
Dushyanthan – Lumia 920, Jan
15. Its an awesome experience! I had no idea
companies did this and I've really gained a lot of
respect and appreciation for Nokia and their great
team for allowing me to proper test out the phone
for free. Really happy I was given the opportunity
:)
“
Ollie – Lumia 900, Dec
16. I feel like Nokia is getting more and more
innovative and closer to its customers, which is
phenomenal in such a competitive market.… I
think the trial experience proposed by Nokia is the
best marketing strategy and I wouldn't change
much!
“
Georgina – Lumia 920, Dec
17. I think its a great way to get the phones out there.
So many people still have no idea about what
Windows Phone is all about, letting people use
them for a period of time is a great way of getting
them hooked
“
Steven Lumia 800 trial, December
Notas del editor
.
.
We reached beyond the traditional mobile-tech communities to challenge 200 socially influential individuals who had a ‘beef’ with gravity – who mostly got their kicks from jumping, floating, flying or climbing – to show us what they could do with a lightweight revolutionary motion capture phone. Out of our shortlisted group of 200 N8 Producers, the winning entrants – as chosen by Nokia’s marketing team and their 4 million Nokia Facebook fans – got to cut the gravitational cord completely by being taken to NASA’s Cape Canaveral and up into zero gravity to shoot and capture without limits – a dream realised.This was a truly earned media campaign. Over 50,000 conversations and content about the project were created and seen by over 30 million people with 174,000 likes & comments across Facebook, Twitter and other social platforms There was no bought media support whatsoever and all contributors weren’t paid to participate or create.Videos were picked up and showcased on ESPN’s Sports Nation in the U.S.A. and another featured in an article on Mashable that collated “Seven Superb Short Films Shot With Mobile Cellphones” as the number one best film. This exposed the content – and the N8’s capabilities – to very wide and mainstream audiences across the world
Twitter users are being given a chance to win a Nokia Lumia 820 – as well as a personalised 3D printed case with their Twitter handle on the back cover – by tweeting ‘something fun, entertaining, witty’ to the @Nokia_Connects account while using the hashtag #Lumia820.
With that in mind, we are setting fashion fanatics a unique fashion quest – armed, of course, with the Nokia Lumia 900, to bring their personality to life.Our trend-setters are being given the task of inspiring Leila’s next jewellery creation! Participants will select one of the five bespoke LVK collections to create the ultimate mood board on their blog, filled with individual style inspirations captured through the lens of the Lumia.And that’s not all! We are giving one overall winner the chance to join Leila in London and make their mood board come to life by creating their very own, bespoke LVK jewellery piece alongside Leila. Also ties in with the Style Saint moodboard app
But this February, by asking what would really be helpful to busy event-hopping attendees, we helped Nokia devise the ‘social taxi’: a cab branded with eye-catching Lumia 800 Amazing Everyday visuals, which could be ordered by anyone in town tweeting @nokia_connects using the #SMWLDN and #nokiaconnectshashtags. As well as taking you from A to B, the cab offered random lucky travellers the chance to head to a game of laser tag, a relaxing massage or a glass blowing class instead. And it reacted in real time to remain as useful as possible. When one tweeter bemoaned the fact that he’d left it too late to buy his girlfriend a Valentines gift, the cab picked up a romantic treat and delivered it straight to his feet. If a business is relevant, helpful and full of delightful surprises, it truly earns its place in social media.
Themed community management of Nokia social presences and bespoke Facebook apps, were used to introduce the world’s first dynamic 3D Map of Gotham City. The interactive map – an accurate representation of the 2D version seen in the film – contained Dark Knight themed trivia to encourage users to solve puzzles, explore the map and share with their friends. This extraordinary map demonstrated Nokia’s innovation and expertise with 3D mapping technology.Seeding of exclusive content to relevant online communities played a pivotal role; product, ATL and video content was integrated and leveraged to raise awareness and sustain conversation throughout the campaign. 1000heads kicked things off by creating 40 bespoke Lumia 800s engraved with the iconic bat shield; the “Nokia Bat Phone”. These 40 devices were sent to influential technology bloggers (resulting in over 25 million social impressions), driving so much interest that Nokia created 5,000 limited edition Nokia Lumia 900s, which sold out immediately.