Molly Flatt from 1000head's slides from the Gorkana "Social Currency: Building Brand Advocacy" event on 17 April 2013.

1. Nokia Connects
Advocacy Programme
Gorkana | April 2013
t: +44 203 206 2000 www.1000heads.com ©1000heads 2013
@mollyflatt
@1000heads

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

6. Daily decision making

7. Incredible relationships
Nokia advocates propagate the #SwitchtoLumia message.
@AlexNuggz has inspired 8 people to switch to Lumia

8. Inspiring content

9. Innovative tech

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

11. On the ground at events

12. Integrating partnerships

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