A deep analysis of Nokia's "full Social Networking Conference"

This is a case of Cfi-social Media Watch 19th in-depth reviews, writing a more profound, so bring it over to share with you in the blog. At the same time, social Media Watch the 19th and previous installments of all online reading and download links here, also welcome you follow my Sina Weibo @ Ai Song and I discussed together, and I hope you are also concerned about the Sino-Sea interactive Sina microblogging @ China-Sea interaction.

August 25, 2010 10 o'clock in the morning, Nokia company in its activities official website, Sina Weibo, happy net, Renren and Youku several social media platform jointly held a 8-hour, the theme of "technology, because people and Yi" new product launch, this is the first pure social media nokia in China released, Launched the world's first smartphone based on the Symbian^3 operating system-n8,nokia called it the "full social networking conference."

In the past two years, Nokia seems to have faded out of sight as the iphone and Android phones have moved into people's lives, especially in the world of fashion and technology. The author of Nokia This "full social network conference" as Nokia in the social network of the full "brand breakthrough"-The face of the fact that the global market share decline, the former giant can no longer indifferent, in the face of countless gphone and iphone fans flooded the internet, Nokia needs a campaign to win more viewers and voices from netizens-and the online press conference, which is based on all social media, came into being.

Social media is a battleground for it brands because there are people who are most sensitive to it products and who are most willing to follow and speak the most. Almost all of the world's first-line mobile phone brands are in China's social media, and are sparing no effort to talk, voice, convey information, and compete in social media with netizens. Nokia N8 's "All social networking press conference" was a success, and on August 25, 2010, N8 became the focus of the entire Internet conversation.

In fact, the beginning of the Sino-Sea interaction that N8 conference will last 8 hours when the heart is surprised-to know that the current netizen is very impatient, people are too easy to jump from a website to another site, and what kind of content and form can support this whole 8 hours? When the answer is revealed, we finally understand Nokia's scheme, it put the "social Network conference" into the "UGC mode" of the conference-an absolute "Nokia set up, you opera" Social party.

The exquisite layout of "all social networks"

Throughout this N8 "social networking release", the selection and use of several social media has been carefully planned and arranged. (as shown in the following figure)

This conference's core aggregation position is the Nokia set up in the Sina online a minisite, in minisite, the whole "conference" process by the Nokia directly provides not many content, mainly is a series of video (this will be mentioned later) and product information, More times Nokia is a moderator, non-stop convergence of the press conference "soul"-"interaction"-invited guests to the interaction, the interaction of netizens. The central way to participate in these interactions is through "Sina Weibo." (on how to interact the next section will be detailed) Youku as a video sharing site, on the official Nokia theme, Youku video is synchronized with the minisite, while Youku for Nokia This event provides the most comprehensive video display space, and therefore, Nokia specifically emphasizes the "sharing" feature in the design of the topic page, and its sharing mechanism can share the video directly to everyone, happy and Sina Weibo , happy net and Renren two a relationship-oriented SNS platform at the core of this conference is to let their fans keep abreast of the news of the event (this dynamic does not include the interactive content of Sina Weibo, mainly Nokia's official microblog speech), Of course, Nokia will not give up this better opportunity to close the relationship with fans, and actively promote the two platform fans to participate in Sina Weibo interaction.

I have to say, this "all social networking press conference", the real "release" of the word is only Youku, happy and everyone more to use this opportunity to expand their influence on these two platforms and the relationship between the fans. And the core essence of the Conference "real-time interaction" is given to Sina Weibo--and brand interaction is not the first Nokia, the micro-blog interactive information and minisite synchronization is not the Nokia initiative, but spent so much energy, The focus of mobilizing almost all of Nokia's social platforms is "big" on Sina Weibo.

In summary, Youku has become the core position for the distribution and sharing of video content, happy and everyone has become a series of reports and widely disseminated positions, and Sina Weibo has become the core of the fragmented interaction, through this case we can see the demand for real-time interaction, and Sina Weibo in this respect show strong marketing value.

What U (users) in the creation of the core of C (content)

In front of a mouth, Nokia actually just put up a platform, acting as a "host", and the actor is not actually nokia--but this is precisely the highlight of the conference, and it is these "actors", so that the history of the 8-hour conference sparkling.

While observing the N8 press conference, I also heard some questioning voices. Some people think that Nokia chose the whole society as the publishing platform for the media, the first thing should be reflected in its interaction, and no matter on which platform, there is no interaction between the brand and netizens, if there is no such interaction, and talk about what social?

In this regard, the author believes that the focus of the conference is released, instead of integration (the front has said SNS position is alive and fan relations to enhance the income), Nokia wisely chose a "lever effect" approach, so that more people know the release of N8, but also successfully let N8 related to the network of speech, On this point, I think Nokia's goal has been achieved.

The launch, Nokia selected a number of different areas of "opinion leaders" as guests, by them on the stage with fans, leveraging their interaction with fans and their respective influence, the information reached two times or even many times the spread.

Nokia employees ' social tactics

The day before the N8 conference, all Nokia employees in China should have received an invitation to participate in the social media conference.

One of the most important courses in social media marketing's marketing project is the social media marketing of employees (Social Media Watch 17th mentions a case of Xiamen airlines-recruitment = publicity? "is about how to use social HR marketing to enhance the brand's social media image and social goodwill, and do you remember the careless Apple engineer who leaked iphone4 's engineering machine, a very successful employee social media marketing, social media Watch in the third issue mentioned, you can click here to view.

In the social media age, consumers look at the brand more humane and more curious (if the brand has been working their social media image), employees as a brand is also a key element of the elements, they as business staff and consumers to communicate their love for business and their ideas , it is more interesting for consumers to tell them than a brand ID. Staff is the best image of the ambassador, can be said that employees in the social media performance, the side reflects the image of an enterprise, will also involve user experience and feelings.

"We hereby invite all Nokia employees to join us in this online event and interact with tens of millions of netizens to share and promote our beloved products," the company said in a Nokia invitation letter to all staff. This will be our own N8 conference. "Yes, I believe all employees in Nokia can become the publisher of this product, no longer the product information released by the official Nartina, but the interactive release of all the employees, a brand that will penetrate the social spirit into the corporate culture, Why do we not believe that their attitude towards consumers is also open and responsible?

In addition to the personal participation of Nokia executives, further stimulated the participation of netizens and interactive enthusiasm. In fact, for some brands, the top of the enterprise has almost been able to represent the brand, as its spokesperson, they are more than ordinary employees to represent the corporate image. and the high-level participation, I think is for another part of the user group, they are high-end users, they are extremely worship of successful people, high-level personal participation in interaction, more to meet their worship mentality. So as to further narrow the distance between users and brands.

star's fan marketing

The people who watched this conference probably all had the impression that whenever a star publishes a microblog "I'm at the N8 conference scene", the number of microblogs is very increased, each star's short words will trigger thousands of of reprint, even fans say "I came to see Han, I also in the N8 conference scene"-- The star's strength is formidable, such a simple star Weibo raises the fan to be enthusiastic, thanks to the fan to the star's love to concern, who can say this is not a successful marketing.

Of course, the Conference for the use of stars, I think there are two levels of significance.

First of all, Nokia invited a number of high impact on Weibo, such as the popular singer JJ Lin, Han Geng, famous actress Yendan, such as special guests, through their respective influence will press conference information in the wider scope of proliferation.

Second, Nokia has no choice but to focus too much on the power of its products and the interpretation of technical data in this event, and the greater energy spent in a brand-building and the sense of fashion technology to convey, in this one detail, the star's appearance is undoubtedly for Nokia's fashion sense increased the score. A mere 140 words (the real Internet users to release the words are often less than 20 words) in fact, can not communicate too detailed product information, but can express a love and sought after. The star effect is the simplest and most likely to inspire this sentiment, Nokia did not choose the mobile phone industry professionals to participate in interactive, with the professional smartphone iphone and Android mobile phone in China, business people, smartphone users have already started from Nokia to the iphone, Android, BlackBerry offset, although Nokia is still in the domestic handset industry market share first, but in the face of such a market situation, Nokia needs to have a new target user group positioning. And these like the pursuit of fashion trends, follow the star Idol, living conditions of the younger people, is consistent with Nokia's current user positioning.

strong traditional media spread two times side

In the "cast" lineup, there is a category that has to be said, is the traditional advantage of the media Sina Weibo participation. People who play Sina Weibo will know that the "new weekly" and "Triple Life weekly" on Sina Weibo marketing is very successful, as a traditional print media, they have an early insight into the powerful power of real-time media, the successful use of their own media brand influence, in real-time media quickly established a strong personal brand influence, Completely retained its as a print media news name perceptual, stereoscopic the content of a media brand, enhance the height and depth of media speech, but also let their media brands have the spread of the "cross-attribute"-that is, both real-time interaction, fragmentation of the impact of speech and high communication power, Also has the depth of graphic media analysis and dissemination of the long tail effect-and therefore, such a dual-media brand has become a new favorite brand of marketing, in the commercial operation of the effect, reflecting the high complex marketing value.

Nokia's use of this type of media brand is unique, they kept the media in their media, interviewed Nokia executives online, made conversations, and let the media publish both interviews and news commentary on their microblogs-with the media's influence on Weibo Digging deep into the compound value of these media brands creates quality content in the post--a wonderful game.

How far is

from "know" to "order"?

The launch of several social platforms-everyone, happy, Naomi Space Station, have set a key into the Nokia Online store button to facilitate users at any time in the Conference can be directly purchased (according to the message: August 25 on the day, the N8 online turnover of more than 1000W).

The ultimate goal of any marketing can not be separated from sales, the use of social media platform for the release of the N8, in the social E-commerce design is also worth learning. (Social Media Watch the 18th issue of a social E-commerce article, you can click here to view.) ）

In the Internet era of information explosion, enterprises always have a headache-what is my consumer going through a process, seeing how much information we have and finally deciding to order? I have heard of a "3 clicks" golden Rule, that is, from the consumer accidentally sprang up a purchase desire, to his end to get the product in the middle of the number of clicks not more than 3 times-the golden rule for some impulsive consumption of the behavior is very necessary The consumer buying decision process is no longer a funnel in the social media age.

Even a rational consumer, it is possible that a lengthy and complex search, alignment, and questioning process cannot be finalized, and a purchase decision is made immediately because of a comment by one person--there are countless numbers of data confirming that consumers now prefer to trust a friend's recommendation rather than a merchant's ad, But we can't control how consumers are moved by the way they are recommended by their friends.

There is a way to solve this problem completely (this is all about buying. Rather than Word-of-mouth and user-recommended formation problems, it's just that every link that can trigger a consumer's impulse to buy becomes a very easy thing (no more than 3 clicks)--perhaps no data confirms N8 the day of the purchase reason is what, but there is no doubt that Nokia did not miss every place where the purchase button can be placed.

in the ointment

Of course, there was also an episode in the gleaming press conference, where a well-known Chinese it website posted a message that N8 's video was misplaced in the press conference. For this, Nokia officially the first time in Nokia official microblogging also issued a solemn statement, "in N8 's press conference, we have never broadcast the media coverage of inappropriate content, the content is not from Nokia." This press conference uses the video, the picture and the text content, all undergo the rigorous examination, fully conforms to the law and regulations request. ”

Still, the message spreads rapidly across social platforms, and the spread is particularly severe in microblogs. Regarding the microblogging platform's negative information spreads the speed to be widespread, quickly to the enterprise's threat, social media Watch once had the related case to describe "the microblogging battlefield", everybody may look here.

The horror of real-time media is that it is possible that the development of a particular piece of information is unlikely to be controlled, and it is far less like traditional media, as long as the source of the information is cut off and the information may cease to spread. Nokia's episode should actually be a lively education class for a number of brands that are doing microblogging marketing and ready to go into Weibo marketing-even if the PR power is as strong as Nokia, there is no way to prevent a negative message from spreading quickly on Weibo, Because you can't control every information node (a real person).

The author does not evaluate whether this is a malicious attack or a real marketing error, I think in Nokia Comprehensive marketing innovation, this incident really can only be regarded as "episode", regardless of how vulgar content, will not affect Nokia to complete his marketing task.

In the social media platform, especially on a very real-time platform, crisis management is an essential lesson for every brand. Crises are unavoidable, and the key is how to deal with them. A dare to fully open their own and consumer-wide dialogue on the brand attitude towards the crisis should also be open (the product itself has a problem of the proposal to solve the product is a mishap, otherwise it will be submerged with consumers in the acrimony), the real damage to the brand is to consumers blind, deaf, And can make the brand points is just sometimes the attitude and treatment of the crisis enterprises-since the choice of standing in the same way as consumers to communicate and communicate, there must be enough brand tolerance to face abuse, misunderstanding, questioning, and even malicious attacks.

Based on the above analysis, I believe it is not difficult to see that this is a carefully planned, full of innovation, thoughtful and comprehensive social media conference. Nokia is a constant attempt to innovate the spirit is very worthy of our affirmation and learning. Although the comments on Nokia's mobile phones are mixed, and the market share of the decline even Nokia's global branch of a wail ... But I believe that this big bomb will definitely be a lot of points for Nokia!

Nokia Technology for people

Source: http://www.siwom.com/417.html