One of the companies that really understands what Social Media Marketing is all about is the Finnish world’s leading mobile phone supplier Nokia. They use the social web perfectly to market their products and are taking the lead in communicating on a whole different set of levels with their customers.
As an example, we’ll take a closer look at the launch of the Nokia N95. That launch came at a really bad time for Nokia, just about the same time Apple was launching its iPhone. Although the Nokia N95 has more features than the iPhone, the reactions to the N95 were clearly outnumbered by the enthusiasm of Apple launching a cell phone.
Nokia was aware of the problem and decided to go for an aggressive launch of the new N95 using the social web. We’ll go over some of the actions Nokia did to support the N95.
Before the decision is made to start developing a new model, Nokia listens very carefully to what the customers think and feel. In order to get active feedback from their users, Nokia has set up a forum where you can post your experiences, annoyances and ideas about cell phones. No need to say this is critical and extremely valuable information for Nokia.
During the development of the new cell phone, Nokia keeps the entire world up-to-date on several blogs, maintained by Nokia developers, employees and enthusiasts.
Even before the N95 was released, Nokia launched a website where anybody could register to try a Nokia N95 for a few days. This was a huge success.
Besides the corporate website, sub sites and micro sites were setup to support the new product line.
- AFTER THE LAUNCH
After the launch of the Nokia N95, a social website was put online. On this social site, all N95 users were invited to share pictures, podcasts and movies made with NSeries mobile phones, which other users could reply to and comment on.
- THE VIRAL CAMPAIGN
A viral campaign for the Nokia N95 about Jealous Computers generated massive online exposure.
- THE ICING ON THE CAKE
The day the iPhone was launched in several US cities, some Nokia fans (or employees, it’s not always clear) went out and filmed the absurd iPhone waiting lines with a Nokia N95 and talked to the people standing in line about the advantages the Nokia N95 has over the iPhone.
Paul Whitaker, Nokia evangelist, flew across the US navigating only with his Nokia N95. While flying he blogged about his trip, posted pictures on Flickr, posted movies on YouTube and blogged about his stunt using only, you guessed it, his Nokia N95.
Now that’s what Social Media Marketing is all about.