Nokia: Don't hire a social media agency
The decision to take Nokia's social campaign in-house was made in the summer of 2011, in time for the Lumia range launch. Together with social media CMS experts, EngageSciences, we developed a campaign management tool called the social engagement platform.
It allowed local Nokia markets to activate campaigns without the need to worry about technical builds of apps and pages and to cover a wide range of activities such as social advocacy, competitions, giveaways, rich-media demos with interactive videos, along with a strong focus on social commerce.
Part of the platform was a reporting facility that provided consumer insights besides campaign-related data. All interactions could be tracked to analyse behaviour patterns and fans relationships, enabling us to provide a solid user-experience. There were three key reasons for taking the social media campaign management in-house.
1. Flexibility and empowerment
The platform provided our markets with an end-to-end solution allowing our teams to focus on the actual campaign activation and avoid distractions from the technical set-up. Page design, management and campaign data acquisition was easy to both manage and change on an ongoing basis.
2. Brand consistency
The platform was in use in more than 40 Nokia markets providing unprecedented global brand consistency and visual control with enough power to localise. It allowed us to aggregate content from many sources, for example, pull in posts from Twitter, Facebook, blogs, photos from Flickr or videos from YouTube - content curation at its best.
3. Maximising budgets and ROI
Ongoing global development ensured the platform remained cutting-edge technology and included all necessary features to cater to our local markets as well as concentrating on the needs of our fans and followers.
With a stronger focus on social commerce we started working closely with business partners to cross-promote great deals on Nokia and their Facebook. Partners could add the deal tab to their own page with just a few clicks.
Besides pure online activities, the platform helped us use social media to drive footfall and in-store sales. Such cross-promotion can be done in conjunction with individual retailers or operators in each market.
Overall, the decision to bring our social media campaign management in-house was successful and empowered both our global and local teams with fast and flexible campaign set-ups tailored to our consumers' needs.
Alex Oberberg is global marketing manager for social media of Nokia.
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