Jussi-Pekka Erkkola (Nokia) presentation in N2 Social Media Hub on 31.3.2011.
http://facebook.com/N2SocialMediaHub
Attend the next Social Media Hub: http://bit.ly/socialmedia2011
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Social Media and Measurement at Nokia
1. Social Media and Measurement
at Nokia
@jussipekka
@mingk
@saara
@timymc
2. We are the Connecting People people!
We enable social
through our services & partnerships on Nokia devices
We build relationships
with our customers, assist in problems and reach
out to prospects through social media
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3. Integrating social into your business
Share brand message and Use information shared by Share the responsibility of
content to ignite conversations consumers to respond quickly developing our offering across
and action among consumers and with relevant offerings functions and with partners in
the ecosystem
Social as a Social as a
marketing business
channel model
Consumer Intranet to Social as the
advisory operate like backbone for all our
Active
panels social services (eg social
monitoring of
and networking phonebook)
sites
participation Consumer Sales Crowd-sourcing
in consumer generated promotions product
forums and content in in social development (eg
social marketing (eg presences between
networking product consumers and
sites reviews in developers)
retail)
5. The Framework
Derive real-time marketing
intelligence by connecting
external social media and
internal conversations as part of
a single Nokia ecosystem
organisational
optimisation
SHARE TO
CONNECT
Nokia guidelines of common
social user experiences. Analyze
and aggregate customer insights
Encourage a new organisational
to get the right actions to the
model through collaboration
right teams at the right time
and rewards.
Socialize intelligence internally
within Nokia to create
Source: 2009 Dachis group
actionable insights.
7. Global and local sales units work in a community mode
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8. The 4 A’s of Social Marketing
To be relevant and actionable, we need to define KPI framework
based on intent /objective of social media campaign relative to
the medium
• What is the campaign
trying to achieve?
Awareness Appreciation
• What type of reaction
do we want to drive?
Cost per Impression Cost per Engagement
• Measure activities according to those
(CPM) (CPE)
objectives
Metrics taken from IAB standardized Action Advocacy
metrics (most relevant to Nokia) and
Sloan management review article
Can You Measure the ROI of your Cost per Lead Cost per Referral
Social Media Marketing? (CPL) (CPR)
9. Business Value to Nokia
By measuring and tracking priority KPIs, we have a clear understanding of our targets and how we
can impact them. As a result we can make decisions, take actions and measure results.
Social media
Business metric Engagement data
analytics
Impressions
Awareness Share of Voice Impressions (CPM)
(impact on ROI & cost)
Engagement
Cost per Engagement # of likes, comments,
Appreciation (sum total of engagement
interaction)
(CPE) replies
Conversion Cost per DL & # of downloads
Action (Revenue € value) Cost per Sale and sales
Advocacy Advocacy Index Word of Mouth research
Source: Jeremiah Owyang – ROI pyramid
& IAB framework
10. The ROI Pyramid
We must base the KPIs on the medium and the goals, but they
must be tailored to the right people.
Get the right data to the right people.
11. Jeremiah Owyang’s ROI Pyramid
Social Media
DM KPI Engagement Data Business metrics
Analytics
Conv
Volume ; WOM / Share of costs / ROI
Awareness # uniques / CPM (same or awareness w.
own media Voice less spend)
visits
# comments, Engagement / CPE / Customer
Polarity Appreciation
replies, likes Polarity Satisfaction
Services &
# of downloads / Cost per dl /
Device Action Revenue / Sales
Retention active users Cost per active user
# of shares, likes,
Advocacy WOM Reputation / costs
CPR
How do Engagement Data metric & Social Media Analytics data
impact Business metrics?