Nokia’s Digital Transformation

Speaker:

Chris Schaumann, Nokia, VP of Digital Marketing & CRM


All Media will be Digital. On any given day, you’re shown 5,000 ads. Global device sales have a huge increase and has been year-on-year since 2009. Now, you have to think about a “digital first” campaign which has taken too long to happen. Now we’re at the stage of mobile-first. Rich mobile ads are now becoming popular and is great for mobile-first marketing. Microsoft was the first large brand who took a mobile-first design, with Nokia following shortly after.

There are huge video ad opportunities. TV has 25% ad-time, but Internet has 1.5% which is great still, as it’s a good way to get a PPC campaign in order to provide lower cost but higher converting ads in rich media. This is also changing the way video ads are delivered to the consumer and growth over 2 years on video ads has doubled year-on-year.

The way people consume media has evolved and interesting thing is that social networks provide news to you rather than you looking for it. Nokia actually received the most retweets by a brand (40k+) due to a tongue-in-cheek tweet to Apple:

Our challenge is that the way we ingest data is ever-changing and makes it harder not just for marketers but for society in general. TThe winners of the 21st century aren’t going to be people who read and write but instead who learn. So how does a company get more into digital? Nokia created a program to help their team focus, and use data which is now the “new oil”. Create a KPI framework and use data to back it up and be able to use it to your advantage in your next campaign.

More info can be found on Chris’ blog.

GEOX – 7 Days of Rain

Speakers:

Richard Holley
Digital Communications Manager
Geox S.p.A.
Richard is now leading the Digital Communications team for the premium Italian footwear brand Geox, where he is overseeing the brand’s integrated digital strategy. GEOX is known for its invention of the “shoe that breathes”, and has created a cult-like following in more than 100 countries with its blend of breathable technologies and stylish Italian design. Geox‘s mission is to diffuse technological innovation, enhancing people’s daily wellbeing through products with premium comfort, breathability and impermeability. Since starting their collaboration with Norwegian creative agency SMFB in 2012, together they have won Gold at the Cannes Lions festival for their campaign “Amphibiox Urban Waterproof Shoes”. Their follow up 2013 waterproof shoe collection launch “7 Days of Rain” also recently picked up Grand Prix at Euro Best, while the “Geox – Scream Challenge” sponsorship activation viral surpassed 1,000,000 organic unpaid views within only a few weeks of its launch.
Kristian Kristiansen
Account Director / Partner
SMFB
Kristian Kristiansen (KK) is an enthusiastic individual with a strong understanding of the brand marketing & sales process. Experienced in the hands-on deployment of related strategies and well skilled in project and team management. KK is always looking to further develop his marketing, communication & managerial skills, and gain deeper understanding of the full sales, consumer and marketing process. KK seeks to working with companies and brands that challenge him on a day-to-day basis and push him to the limit of his knowledge and expertise.


GEOX is based in Treviso, Italy. Mario Polegato, the founder of GEOX, decided to poke holes into his shoes to make his feet cooler. He found a membrane that make a “breathable” shoe. He was turned down by many companies so decided to make his own. It’s now a 1 Billion EUR per year company.

For the past 2 years, digital has been at the forefront of GEOX along with research into new shoe technology. They created a new product with an improved membrane for a waterproof shoe but still needed a Winter technology to increase “off season” sales.

Amphibiox

To execute this properly, there needed to be proof that was easy to understand and easy to experience. Here, the best thing to do was to take these shoes to the wettest place on Earth. Cherrapunjee in India was the destination at the Indian/Bangladesh border. Why not watch the video about the experience :)

GEOX then made a completely interactive microsite to experience all the collection and go into detail for the really technical (and emotional) store. They then decided to make the idea more technical and comedic, such as this “7 Days of Rain” campaign.

KLM: Service is Sales

Speaker:

Koen Spiers
Social Media Manager
KLM Royal Dutch Airlines
Responsible for: – Setting up and managing international online (Social Media) campaigns. – Campaign strategy – Developing new (commercial) campaign concepts – The Integration of Social Media in other online-marketing campaigns – The commercial use of Google+ – Social advertising


Koen has his job because of the Eyjafjallajökull eruption in 2010. The question for KLM was “are we going to respond” as if we did, there’s no turning back. They did respond and answered as many questions as possible.

  1. Service – service is sales.
  2. Brand & Rep – Brand actions speak louder than tweets.
  3. Commerce – Make commerce social by design.

KLM’s challenges geographically.

  • 65 countries
  • 131 worldwide desitinations
  • Over 100 languages
  • 25,8000,000 passengers per year

Flying is a huge moment of stress people. More than 100 people working on social media now in over 10 languages. 35,000 interactions per week, 75% of which are through Facebook. They now take away forms and replace with social media interaction. Lost and found team have 3 dedicated employees to retrieve lost objects.

Crew now have an iPad to connect to airports during flights and connects with Salesforce to integrate social inflight.

Reactive – Proactive – Predictive. This process means managing expectations. KLM promise to respond within an hour but with this has to come transparency.

Social Payment is now active within Facebook and Twitter to make things really simple to do something such as an upgrade. This came to 100,000 EUR in payments in the first 2 weeks alone meaning it really works.

Free travel industry report for 2014

Travel industry report for 2014

Linkdex and State of Digital have collaborated together to produce a travel industry report for 2014. It is clear that 2014 is likely to be an important year for the travel industry so this is a must read for anybody that wants to take the industry seriously. Not only is this a good report/study but it is free to download also.

The report is a great overview of what companies in the industry are / should be doing when it comes to online.

 The full list of chapter titles and contributors can be found below:

  • Executive Summary – Bas van den Beld
  • Foreword – Kevin May
  • Introduction: Surviving ‘Google Travel’ – Jono Alderson
  • From Teletext to multi-screen: Evolution in the travel industry from 1993-present – Lee Stuart
  • ZMOT Review: Where the customer journey begins – Google Think Insights
  • The Online Travel Ecosystem Diagram
  • Educating the Expedia Affiliate Network – Martin MacDonald
  • Creating a digital experience at Thomas Cook – John Straw
  • Housetrip: Finding a place to stay in the ecosystem – Simon Dance
  • The TripAdvisor business ecosystem: Completing the virtuous circle – Alison Copus
  • Adriano Comegna Q&A
  • Kevin Gibbons Q&A
  • Honest stories: Breathing new life into online travel content – Rob Cowen
  • Searching For Inspiration in Online Travel Content – Gian Caprini, Jade Conroy
  • Gus Ferguson Q&A
  • Digital opportunities in PR: Extraordinary travel campaigns – James Brooke
  • Building relationships for brands – Andrew Whiteside
  • British Airways’ multichannel travel content – Case study
  • Daniel Bianchini Q&A
  • A persona based approach to search and integration – Stefan Hull
  • A multi-signal search strategy: Integrating offline brand values with the digital offering – Claire Mason
  • Blueclaw Q&A
  • Stephen Pavlovich Q&A
  • Inspired by Iceland: An international marketing campaign case study – Kristjan Hauksson
  • Obermutten: Global interactions on a local scale – Inspired by a post from State of Digital
  • Conclusion – Bas van den Beld
  • Final Thoughts – Linkdex

 

Happy Holidays from the team at Nordic eMarketing

Holiday greetings from Iceland and my team at Nordic eMarketing (… about 43% of it – The others also say hi! ). Happy holidays and have a great 2014. Big thanks for 2013 and we are really looking forward to great 2014.

Facebook News Feed Algo: What’s in Store?

Nordic eMarketing FacebookHas your brand recently faced drop in number of subscribers on Facebook? Well then, there is a possibility that your brand page is affected by Facebook news algorithm (Facebook’s version of Panda –  I am hoping that Facebook calls their updates something cool like the Dragon Update or Black Ninja… etc…). Most of the marketers have been trying to understand this latest news feed update from Facebook and its implications.

What is Facebook News Feed?

News Feed is the center column which gets reflected on user’s profile page. This section shows latest updates, photos, videos, links, likes, app activity from your friends and pages your follow on Facebook. News Feed generally informs about latest information from who all are there in your friends list. Read more »

eBook about content marketing

The title of the eBook is “Re-think Your Content Marketing” and I am one of over 30 authors contributing to this effort lead Matt Roberts at Linkdex and his team. This is in my books an industry defining book that contains chapters from great authors like Kristjan Mar Hauksson (myself) and some good industry friends like Lee Odden, Avinash Kaushik, Bas van den Beld, Stephen Lock, Rob & Nick Garner, Matt Roberts and Kevin Gibbons to mention few.

eBook Authors Ccontent Marketing

About the eBook
“Marketing is shifting towards content creation as a primary source of lead generation and – more importantly – as a key integrated process combined with search marketing, social media, analytics and public relations. We have been talking with some great people on how marketers can innovate to stay ahead of the curve and make the most of content marketing, and we wanted to keep those conversations going and give out this free 211 page eBook. Thank you to all the below people who kindly included their opinions in this publication.” Read more »

The Geox Seven Day Rain Test

Goex just launched their latest shoe collection with a really good story told through Video using the amplification of social media to help endorse their great products. The video’s accompanying the launch of next years select are called “Geox Amphibiox: One Man For 7 Days In Nonstop Rain” and they tell a story of Tom the shoe tester, who apparently also has a Twitter account https://twitter.com/GEOXSHOETESTER.

B2B Influencing complex sales cycles through content

Here is an infographic we created about Influencing complex sales cycles through content in B2B. This is a very undervalued part of the Marketing efforts of B2B companies. This infographic illustrates the impact different content has on various stakeholders through out the path to conversion.

Infographic - B2B Influencing complex-sales cycles through content

The Fast and the Humorous

For a long time now I have been a fan of various forms of motor sports, especially Formula 1. It’s something about the speed and tactical elements that I admire; I like to feed this into my working ethos. But, I mainly enjoy watching F1 on a Sunday, catching-up on some ‘me time’ whilst my kids are occupied with their weekend cartoons.

I admit that F1 is not for everyone, alongside motor sports in general. However, I happened to stumble upon this video currently trending via YouTube that had me in stiches….and everyone else I showed it to for that matter:

Read more »

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