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- Latest trends and developments in digital advertising and marketing and their implications - Transforming Nokia into a 21st century marketing organization - Nokia's social media strategy and digital success stories Fing out more at my Advertising v3.0 Blog http://advertising3.wordpress.com/
Citation preview
1
Chris Schaumann
Head Consumer Engagement
Nokia, Southeast Asia & Pacific
Digital Transformation A BluePrint of Sanity
© 2011 Nokia 7/6/2011
2
Agenda
© 2011 Nokia 7/6/2011
3
Real(ity)
© 2011 Nokia 7/6/2011
Digital 2015
6/15/2011 © 2011 Nokia Company Confidential 4 Source: http://digitallife.neolabels.com/
Source: www.internetworldstats.com, May 2011 6
Exploding Online Users in APAC
© 2011 Nokia Company Confidential 7/7/2011
-
100
200
300
400
500
600
700
800
900
AsiaEurope
North
AmericaLatin
AmericaAfrica
Middle
East Australia/
Oceania
825 475
266
205
111
63
21
Over 2 Billion Users worldwide
846 Million in APAC (43%)
7
Mobile Dominance
© 2011 Nokia Company Confidential 7/6/2011 Source: Morgan Stanley Research
8
Geo-Social Universe
© 2011 Nokia Company Confidential 7/6/2011
9
Talking vs. Listening
© 2011 Nokia Company Confidential 7/6/2011
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2011 Digital Ad Share - APAC
© 2011 Nokia Company Confidential 7/6/2011
0%
5%
10%
15%
20%
25%
30%
35%
Display
Search
Mobile
Source: PricewaterhouseCoopers LLP, Wilkofsky Gruen Associates – Estimates, Apr 2010
19% APAC average Mobile,
10%
Search, 43%
Display, 47%
9 out of 12 studies Online was
proven to be the most cost effective medium in influencing a brand’s branding or sales metrics
11 © 2011 Nokia Company Confidential 7/6/2011
12
Agenda
© 2011 Nokia 7/6/2011
13
Experiences count
Advertising v3.0
© 2011 Nokia Company Confidential 7/6/2011
7/6/2011 © 2011 Nokia Company Confidential 14
New Marketing Model
Source: Isobar http://www.youtube.com/watch?v=lN_RgS5xU-o
Digital Marketing Channels
Strangers Participants
Customers
OWN
MEDIA
BOUGHT
MEDIA
EARNED
MEDIA
7/6/2011 © 2011 Nokia Company Confidential 16
Campaign Peak
Bought Media
Own Media
Cyclical Boosts Short-term Impact
7/6/2011 © 2011 Nokia Company Confidential 17
Earned Media
Own Media
Bought Media
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= Constant Impact
© 2011 Nokia Company Confidential 7/6/2011
19
Owned Media
© 2011 Nokia Company Confidential 7/6/2011
Owned Media
Nokia.com Nokia.mobi
Owned Media
CRM
20 © 2011 Nokia Company Confidential 7/6/2011
21
Continuous Engagement
Bought Media
© 2011 Nokia Company Confidential 7/6/2011
eMa
rketi
ng
Viral
Mobile
Marketing
Digital
Media
SEM/SEO
Experienti
al
OVI.com Nokia.com
Reaching Neighbors – ”Bought Media”
Bought Media
22 © 2011 Nokia Company Confidential 7/6/2011
23 © 2011 Nokia Company Confidential 7/6/2011
24
It’s time to Listen
Social Media
© 2011 Nokia Company Confidential 7/6/2011
Nokia Online Earned Media
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Cultivating Conversations – ”Earned Media”
© 2011 Nokia Company Confidential 7/6/2011
Source: Razorfish - Consumer Experience Report, 2008 7/6/2011 © 2011 Nokia Company Confidential 26
27
Social Media Revolution 3
© 2011 Nokia Company Confidential 7/6/2011 Source: http://www.youtube.com/watch?v=x0EnhXn5boM June 2011
29 © 2011 Nokia Company Confidential 7/6/2011
(Social Media) Marketing
31
Agenda
© 2011 Nokia 7/6/2011
32
Nokia’s Strategy
© 2011 Nokia Company Confidential 7/6/2011
35
Changing Minds and Hands
Digital² Program
© 2011 Nokia Company Confidential 7/6/2011
36
Focus on what matters most
Digital ROI
© 2011 Nokia Company Confidential 7/7/2011
37
Case Study
Southeast Asia & Pacific – E7 Launch: SuccessMeter -
© 2011 Nokia 7/6/2011
38 © 2011 Nokia Company Confidential 7/6/2011
39 © 2011 Nokia Company Confidential 7/7/2011
Nokia N9 http://swipe.nokia.com/
40 © 2011 Nokia Company Confidential 7/6/2011 Source: http://www.youtube.com/watch?v=ypmfs3z8esI
Social Media ROI
42
Summary
© 2011 Nokia 7/6/2011
Advertising v3.0 Blog http://advertising3.wordpress.com/
7/6/2011 © 2011 Nokia 43
44 © 2011 Nokia 7/6/2011
45
Contact
© 2011 Nokia 7/6/2011
Chris Schaumann Head of Consumer Engagement Southeast Asia & Pacific Nokia Pte Ltd Mobile: +65 9620 1029 Email: chris.schaumann@nokia.com
Site: http://www.nokia-asia.com/
Blog: http://advertising3.wordpress.com/
Twitter: @Chriss35
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