Case study: Nokia-Email With Ease Campaign

India Social Case Challenge – Edition 1

Category: Long-term Initiatives

Title : Nokia Email With Ease Campaign

Share a little about your organisation

Bloggers’ Mind is a three-year-old company, dedicated to Social Media analytics and buzz marketing. It is a 25 member team with offices in US, Delhi and Mumbai. Bloggers’ Mind supports Nokia India in furthering their company objectives and rolling out Social Media campaigns and strategic initiatives.

Executive Summary

Email with ease campaign was launched in April 2009. The KRAs were to:

• Handhold mobile users in setting up their emails in 3 simple steps
• Educate them about the fact that mobile emails are easy to set up and they can do it themselves and
• Clear perceptions around email configuration and the fact that it can only be handled by IT Heads/geeks, increase adoption. A holistic consumer education and advocacy program was launched that reached out to over 10,09,822 active online consumers and helped increase adoption significantly.

Background

Nokia was primarily associated with mobile devices and attracting users towards email solutions was a challenge.

At the same time, there was a compelling need for people to access email on the move as it helped people work smarter. An in-depth consumer behavior study was conducted online that helped derive that the major bottleneck was its complexity to set up. The common user was perplexed with the way email needed to be configured and relied on their organization IT Heads for help.

Approach/ Strategy

• Build thought leadership for Nokia in the mobile email segment
• Drive wider adoption amongst both advanced and aspiring users
• Increase awareness on Mobile Email and its benefits
• Establish the fact that it’s easy to set up mobile email

Stakeholders

Establish thought leadership for Nokia in mobile email

Build a community

• Step 1: Create a pull for early adopters (awareness)
• Step 2: Build advocates (credibility)
• Step 3: Trigger adoption (conversion)

Counter negative perceptions around mobile email, change consumer mindsets

• Launch an education program
• Create awareness features and benefits
• Develop a platform which can be used to address email related queries

Build conviction around ease of use in setting up mobile email

• Trigger conversations
• Ease of use, benefits
• E75 as a preferred option
• Tap into a wide segment of mobile users across Social Media touch points

Duration:April 2009 till date.

The campaign was initiated in April with the launch of E75 (Nokia’s business device) and was later merged into Nokia E72, the latest business device from Nokia, thus ensuring a long term approach and optimization.

Resources:

An expert panel with 8 specialists on email, 4 buzz specialists and campaign lead.

About the initiative

The stakeholders engaged with were:

1. Business executives
2. Entrepreneurs and SMEs and
3. Senior/top management executives.

The initiative was very well received amongst professionals from different walks of life, individual entrepreneurs and business professionals.

1. Capture the audience and build a communication channel: Capture a large audience via an interactive online widget that allows consumers to submit their queries and get expert tips.
2. Influence and engage through an interesting two way dialogue: Launched a dedicated community for Eseries and other S60 users to interact and generate conversations around email on mobile
3. Build a panel of experts to generate credibility: Created a panel of experts aimed at addressing and resolving consumer queries established trust amongst consumers looking for a solution.
4. Spread WOM through influencer relations: Seeded the E75 amongst influential Bloggers to experience and demonstrate the benefits of email on the go, how to use NMS and set up corporate emails.

Impact – Outcome

• Generated over 26,709 conversations, 12,987 comments and impacted over 8,72,8000 consumers over a period of 3 months
• Facebook and Twitter pages attracted over 3,000 fans and generated over 10,098 conversations.
• Averaging 4092 + conversations per month
• 16,098 direct conversations triggered around Nokia Messaging and setting up corporate emails
• Developed an Indian mobile email community with over 13,000+ members, generating over 2500+ conversations
• The online help widget generated over 3000+ queries, over 2000 tips have been shared with consumers helping them resolve their issues
• Over 3000 profiles captured, close to 1000 consumers have acknowledged that the tips shared have allowed them to resolve their issues

Learnings

• Adopt long-term strategies and build campaigns that are sustainable
• Reach out to consumers and provide them a platform to speak up, share their problems
• Shape opinions via specialist guidance and build consumer confidence
• Understand the pain points of consumers at multiple levels and help them graduate to the next level.
• Be patient, rewards come in time. Look at long-term goals than short term.

What Next

Take the campaign to the next level and leverage on the current user based.

• Use the power of influence and awareness to build advocacy and spread the word across a larger audience.
• Drive higher adoption and activations for Nokia Messaging (email solutions).
• Broadbase the campaign to younger generations, middle management/students

Reasoning

This is a best example of a Social Media case, wherein a practical statement was identified, steps were taken to address the pain points and the efforts were measured at every step to ascertain the impact of the campaign. This ties in a few fundamentals of Social Media very well, that are:

• Identify and engage
• Convert and advocate
• Measure the influence.

Credits – Strategy

Self

Credits – Execution

Self

Factsheet

Name of the company: Bloggers’ Mind
Number of Employees: 11-50
Category: Technology
Case submitted by: Songita Verma; Founder and CEO
Website: http://bloggersmind.com