Singapore– When Nokia launched the C3 mobile phone, the phone manufacturer wanted to promote the device as a “social media phone” that could be used to easily connect to friends on social networks.
Because Indonesia has the second highest number of people on Facebook outside the United States, Nokia took a social approach to promote the phone in that country, said Arun Poojari, acting head of consumer engagement, South East Asia and Pacific at Nokia.
“In Indonesia, you measure your social standing by how many friends you have on social networks,” he said during a keynote presentation Tuesday at SES Singapore this week. And people in Indonesia frequently ask each other, “How social are you?” Building off that theme, Nokia worked with Wunderman to create a social media analyzer called the C3 Eksismeter.
On launch day, people were queuing up for the device, Poojari said. With 10 weeks after the launch, nearly one million people had visited the Nokia 3C website. The Eksismeter tool was so popular that it was used during campaigns to launch the C3 phone in other markets such as Malaysia and Brazil.
Meanwhile, Nokia is increasing spending on social media and digital marketing, while trimming spending on television and print advertisements.
Nokia, which sells more than one million phones a year, does not sell the devices online. So it tracks other metrics to assess the effectiveness of its digital marketing activities. It tracks “deep [consumer] actions” with the brand, such as watching a product video or demo, signing up for a pre-order, or engaging with the brand on Facebook, Poojari said. “This takes effort by the consumer. Only if he’s genuinely interested and takes a genuine action, do we see some type of action. You can call it high-quality engagement… or conversions,” he said. From there, Nokia assesses what impact those actions have on purchase intent or brand awareness.
In his role, Poojari works in diverse markets, from Bangladesh to Australia. “Each one is different in terms of their digital emergence,” he said. “Markets we find the most easy are the markets that are now exploding in terms of digital like Vietnam, Thailand, and Indonesia.”
Typically, Nokia aims to have a digital presence on three fronts: on the web for PC users, on mobile for wireless users, and on social networks.