Monitoring Report on Nokia Part one: Terms of reference · Monitoring Report on Nokia Part one:...

Name: Liyi Liang Email: [email protected]

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Monitoring Report on Nokia

Part one: Terms of reference

i. About Nokia

Nokia Corporation, with over the past 150 years, is the global telecommunications leader

that provides mobiles and portable IT services, connecting with over 1.3 million people all

over the world1.

Surrounding the competitive environment, Nokia has been struck by other mobile makers

such as Samsung and Apple during the last five year. In 2011, Nokia shifted to cooperate

with Microsoft as strategic partner, which incorporated Microsoft's Windows Phone

operating system into all its latest mobiles, replacing Symbian system2.

Lumia and Asha are Nokia’s latest smartphone ranges that employ Windows system and also

the products that Nokia mainly promotes on social media now.

ii. Nokia’s social media goals

Connecting people is Nokia’s long-term mission and extends it into its corporate goal- to

build great mobile products that enable billions of people worldwide to enjoy more of what

life has to offer3.

Under this big idea, Nokia aims to use social media to connect and dialogue with more

people, hoping to drive acquisition and retention of their customers through four actions4:

Help customers learn more about Nokia’s products;

Help customers to buy Nokia’s handsets;

Help users to explore more with their phones to get the best out of them;

Help customers to tell their friends or families that how great Nokia’s products are.

iii. Target audience

Demographics: Nokia Lumia targets at people aged 20-34 who are students or

young working professionals. In particular, Lumia 620 is for youths that have low

budget but want to experience first smart phones.

Psychographics: in terms of audience’s needs and interests, Nokia primarily targets

at young adults who are techno savvy, game lovers and sporty people. Also it

considers those young professional who demand mobile as working helpers; and

who are young parents.

1 http://www.nokia.com/global/about-nokia/about-us/about-us/

2 http://en.wikipedia.org/wiki/Nokia

3 http://www.nokia.com/global/about-nokia/about-us/about-us/

4 http://usefulsocialmedia.com/blog/featured/practitioner-profile-nokia/


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Part two: Extent of social media activity

i. Platforms

Nokia is an active corporate user on various social media platforms including Facebook,

Twitter, Linkedin, its official blog site (conversation.nokia.com) and Youtube. In this report,

we focus on analysing and evaluating the first three platforms as Nokia did not upload many

new videos on Youtube during the monitoring time.

ii. Timeline

Data collected weekly from 18th Jan to 7th Feb. The whole monitoring report includes three

weekly reports which are written in the same format that displays weekly charts, tables and

narrative analysis of different platforms’ performance according to engagement,

segmentation, content, resonation and sentiment. Finally, conclusion and accommodation

would be given.

Part three: Definition of what you are tracking and measuring

i. Engagement

In the book < Social media metrics how to measure and optimize your marketing

investment>, author states that cares toward a brand and interaction to the content are two

essential elements that make up ‘engagement’.

Social engagement represents how audiences respond after being exposed to the context

that organisation provides. Do they like it? Share it? Leave comments on the post? Or they

do nothing just close up the ‘window’.

In this report, the number of ‘Likes’ and ‘shares’ on Nokia’s Facebook, ‘retweets’ and

‘favourite’ on Twitter, ‘likes’ on Linkedin and ‘comments’ and ‘shares’ on blog would be

tracked and measured as engagement.

ii. Audience Segmentation

Different platforms have different ‘characteristics’. And those features are affected by

majority platform users’ personality, attitudes and demands. So organisation need to

consider employing the right platform to target the right audiences. Some platforms may be

suitable to talk to wide range of people but others may be formed by specific group people.

iii. Topics and Content

Content could be a link, video, post and image, etc. As different platforms target to

various audience, so topics and content need to be related to those users’ needs and

demands. Organisation could measure to which level that those contents could

interest target group. In the meanwhile, we could track what kind of platform people

would largely use to share one topic.

iv. Message resonation


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Resonation could be measured as how wide or deep the messages reach to people and how

those message influence audience. The number of people mentions, retweets or repeat

messages can be used to evaluate the level of resonation- not simply how many people see

the messages but how those stories influence them.

v. Tone and sentiment

On one hand, organisation can improve its product and service from customers’ complaints

and understand target audiences demands. On the other hand, tracking what audience talk

about the brand could help to prevent a potential issue or even crisis. So it’s important to

monitor audiences’ sentiment.

Part four: Results

1. Week one: 18 Jan to 24 Jan, 2013

i. Tables, graphs, charts

Chart 1 Chart 2

Image 1


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Image 2 Image 3

Chart 3

Chart 4


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Image 4 Image 5

Image 6

Image 7

Chart 5 Chart 6


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ii. Narrative

Facebook

During week one, Nokia increases 37,433 new ‘likes’ on Facebook (chart 1) and 128,795

people talk about Nokia (chart 2); Nokia totally posts 14 feeds.

Nokia posts a controversial video which shows an experiment of harsh treatment to mobiles-

Lumia 920 vs. Samsung SIII. The video emphasises that Lumia is stronger and more

indestructible than its rival. However, this video doesn’t get much engagement (262 shares,

lower than average) and some users leave comments that it’s fake and tricky (image 1).

Moreover, Nokia doesn’t give any answer to those users.

The highest engaged post (1,167 shares, 428 comments, and 13,670 likes) this week is a link

to the blog about 3D printing technology plus Lumia (image 2), and the second highest (994

shares, 452 comments, 16,595 likes) is a Lumia 820 picture with 3D printed shell, which is

the same topic related to technology innovation- 3D printing (image 3).

Besides, Nokia quotes and shares two Lumia handset-review blog links from creditable

phone information providers, which also gets high engagement.

A photo with short description (‘this cute little thing is our most affordable Windows Phone

8 smartphone - Lumia 620!’) that features handset gets the most comments-610. The tone

Nokia uses is lovely and therefore gets widely resonation. Lots of people (existing users)

agree with Nokia. And because it uses the word ‘affordable’, which reaches to those

potential customers asking how much of this set. But there is no reply from Nokia.

Twitter

According to (chart 3), Nokia’s twitter rises 334,843 followers. In particular, during 22 to 23

Jan, followers increase the most. Nokia totally tweets 27 feeds and gets 1,301 retweets, 121

comments and 594 favourites.

Figure (chart 4) shows that there are 376 retweets on 18th which is the best performance in

the week. When we check back the feeds and find that it is because of the break news about

3D-printing technology related to Lumia mobiles, which shows that both Facebook fans and

Twitter followers are interested in the innovations news related to handsets.

Also, on 22th and 23th, over 220 people retweet the feeds separately. It contributes to two

funny pictures (image 4 and 5) that include Nokia’s two significant features- typical snake

game and indestructible characteristic. People feel engaged and share those messages

actively, which on one side they think it’s interesting and on other side they recognise Nokia

phones have those positive features.

Another feed (image 6) that gets high engagement (80 retweets) is the one that mentions

Lumia can ‘withstand all kinds of harsh treatment.’ Again, the element- harsh treatment

seems could easily get people resonated.


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During this week, Nokia posts a photo competition link, a poll about how to protect your

phone and several product introduction links. But those feeds are in low engaged level.

Sentiment analysis (image 7) on this week shows that 93 positive, 527 neutral and 21

negative tweets. Some consider Nokia Lumia’s battery is quite great and Music+ is fantastic

while some complaint Windows system.

Blog site

Data (chart 5) shows that at the first day, the blog posts get highest engagement which is

2,808 shares, 297 comments and 17,978 views. And 22 January also attracts 6084 people to

read and 894 shares.

The article about 3D printing innovation and Lumia820 gets 8,909 views and 2,065 shares.

Particularly, 890 readers share it via Facebook, 676 use Twitter and 427 via Linkedin. It

seems that facebook leads more people to click on the link and read this news.

Another popular blog posts on the same day is a photo competition (Nokia Connects

Challenge #1 – colour match your Lumia (or Nokia phone)) which attracts 606 shares, 216

comments and 5,307 views. The contest is based on the same blog site that asks users to

leave the photo on comment blank. Again, Facebook drives large traffic to visit this blog.

What needs to mention is that an interview to a Windows Phone developer- Rob Crocombe

on the blogsite doesn't engage many facebook and twitter accounts to share but 66 people

share it to Linkedin platform, which means those business-related articles could get more

linkedin users’ interested.

Contents on the blog site include the article that helps customers to explore Lumia’s mobile

function and the feature about new app recommendations. In particular, there is a post

specifically targets to young parents, guiding them how to make your new Lumia with Kid’s

Corner. Although the blog doesn’t get much reaction but we could see those share this post

largely use Twitter but not Facebook, which means that those topics may not attract

facebook users. By contrast, the topics relate to design and cool things can drive more

facebook account engaged and shared.

Linkedin

Linkedin is a platform that much different from Facebook and Twitter, targeted to investors,

businesses and working professionals. During this week, only 8 pieces of feeds are posted

(chart 6). The one gets highest engagement (31 likes) is an article from forbes.com- Nokia

Investors are showing lots of confidence in Nokia.

Topics also include Nokia business performance, senior management’s interview and

insights of telecommunications industry.


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2. Week two: 25 Jan to 31 Jan, 2013


Chart 7 Chart 8

Chart 9 Chart 10

Chart 11

Image 8


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Chart 12 Chart 13

Chart 14 Image 9

Chart 15

Chart 16


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ii. Narrative

Facebook

Compared to week one, Facebook performance improves: 36,996 more people increase to

talk about Nokia, which is 165,791 during week two (chart 7); and raise 38,441 new

followers, which is 1,008 higher than last week (chart 8). Specifically, the number of people

talking about Nokia soars significantly from 28th to 30th Jan (chart 9).

According to chart 4, 27th of January witnesses the peak records which are total 45,634 likes,

1,704 comments and 9,936 shares. This high engagement is driven by two posts. One is a

funny picture that again highlights Nokia is indestructible. The picture goes viral with almost

9,000 shares (image 8). Another is a business promotion about Nokia Music+,

recommending that users could save more money.

To be noticed, a feed posted a photo with Lumia series handsets-Lumia 620, Lumia 820,

Lumia 920 gets most comments. Majority show affinity to Nokia and comment which one

they love. What could drive people engaged and share their thoughts can be simply because

of the tone Nokia uses- ‘Pick one!’ This gives us an insight that sometimes the words implicit

an action could naturally drive people to react.

Besides, a post that promotes Lumia’s photo function (also Lumia’s best selling point) that

could remove people from the original picture receives 1,344 shares. Actually, this feed was

firstly posted on 12th Dec, 2012. Although it is an old post but still gets new interest and

engagement. It gives us another insight that the introduction of mobile ’s special and creative

function could be reposted regularly. What could be changed in not the content but the

context- a picture or the description of post.

Twitter

During the second week, twitter followers rise by 2,279, reaching to 37, 4442 and a

significant increase shows on 30th to 31 January (chart 11). The number of retweets on 30th

climb to the peak- 1,035 (chart 13) and twitalyzer tool also displays that engagement on that

day is the highest (chart 13). Moreover, it analyses the effective reach on the first four days

is wider than the last three days (chart 14).

Indeed, on 30th January, Nokia posts a tweet that engages 592 people retweet and 103

favourite. As Blackberry launches it latest mobile during that night, Nokia posts the tweet,

saying ‘Blackberries make a great snack, but for the world’s best business smartphone try a

#Lumia’. Those kind of humour words, comparing it to rivals could be more accepted by

people rather than the first week’s controversial video.

Like the performance on Facebook, when Nokia posts the product promotion about Music+

subscription, it gets high resonation- 115 retweets, which shows that those promotions are

effective on both platforms.


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On 30th, Nokia launches a hashtag competition, which is ‘All business, dress code optional!

Caption this image & tweet with #LumiaCaption for a chance to win #Lumia820 +shells.’ The

competition is promoted four times during this week, effectively driving people to retweet

this campaign and participate.

Nokia retweets three user-generated information about the positive review of Nokia, which

also gets many people interests. There are 97 retweets a blog’s link- Nokia is the most

trusted brand in India, according to The Brand Trust Report. What’s more, the feed about

introducing Lumia as business mobile get 88 retweets.

There are 91.93% people feel neutral to Nokia while 6.02% are towards positive and 2.05%

shows negative (Image 9).

Blog site

30th January sees an excellent record about views (18,336) and shares (2,626) and the

traffics of 27th are also on high level- 9,523 views and 2,121 shares(chart 15).

When looking back the content, we find that the high engaged blogpost is about Windows

system to be updated. Users express their affinity, saying looking forward to it while some

leave enquiries about mobile problem he/she suffers now. And other readers are trying to

answer, which shows like crowd-sourcing. This post is mainly shared via facebook (897).

During this week, there are two posts about music topic both get high engagement. For

example, an article is to introduce the music app- Soundtracker Radio, which attracts 2,034

people to share it. And facebook again, the most use it as a sharing platform.

Technology news about European graphene initiative is less interested by facebook and

twitter users but is spotlighted by Linkedin users, driving to the most shares via Linkedin in

this week.

Linkedin

The most engaged posts happens on 31th January where creates 50 likes, followed by the

day on 26th which achieves 41 likes (chart 16). The topics of them are about introducing

Lumia as best mobiles for business.


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3. Week three: 1 Feb to 7 Feb, 2013


Chart 17 Chart 18

Image 10

Chart 19

Chart 20

Chart 21

Chart 22

Chart 23


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Chart 24

Chart 25


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ii. Narrative

Facebook

According to chart 17, there increase 43,904 ‘likes’ on facebook and 165,791 people are

talking about Nokia(chart 18). Although the followers are increasing, the number of people

that talk about Nokia drops apparently from 4 to 6 Feb (chart 19).

The posts on 3th Feb get the most views (32,734) and shares (8,796) but those on the next

day achieve most comments (chart 20). A funny photo again highlights Nokia’s indestructible

feature gets people attraction and therefore gain high engagement which is 8,796 shares

and 32,784 likes (image 10).

Another remarkable post is a simple question ‘Remember your first Nokia phone?’ with an

old Nokia handset. Nokia once was the popular mobile maker and was the mobile that many

people first owned. There’re many memory within users’ mind, which is the link connected

Nokia with people. Those questions could easily raise people’s affinity to Nokia as to their

cherish memory. Therefore, it is not hard to know why this post could engage so many

people.

Twitter

2,304 more followers increase during the third week (chart 21). Twitalyzer tool analyses that

on 5th and 6th, Nokia twitter account gets the highest level of engagement (chart 22).

According to chart 23, 1st Jan and 6th Jan wittiness over 280 retweets separately. Like what

has analyse before on facebook platform that an old blog introducing Lumia’s photo function

still get people’s interest and therefore drive 164 people retweeting it. The same tendency

happen both on this two platforms. Moreover, twitter platform also get largely resonation

towards the feed of a simple question ‘Remember your first Nokia phone?’

Another feed that gets many retweets is the user-generated experience, saying that he

meets a woman in the AT&T store who asks to exchange the Iphone to Lumia as her kid get

bored with Iphone. Over 130 people retweet it and feel interested.

During this week, there are four feeds post to promote the hashtag competition-

#LumiaCaption and it ends on 6th February. The caption contest engages large number of

people to take part in. According to TweetReach tool’s analysis, this hashtag reaches

416,402 people, which is very remarkable (chart 24).

Blog site

The best performance is on 4th February which includes 7,709 views, 1,549 shares and 146

comments (chart 25). It is a blogpost about experience with Lumia 620, which helps

customers to explore more fun with Lumia handsets. Almost 700 people share the blog via

twitter account and over 350 use facebook. Another blogpost also talking the experience

with Lumia smartphone get customers interested- 261 shares. A review to Nokia Lumia 620

received 479 shares which mainly share via facebook.


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Linkedin

During this week, Nokia just posts four feeds on Linkedin which is an interview about the rise

of Lumia(16 likes) and other one that gets 21 likes is the infographic of 11 features of

Windows 8.

Part five: Conclusion & Recommendations

i. conclusion

Facebook and Twitter are the most active social media platforms than Linkedin.

Nokia’s performances on those platforms are in an engaged way especially on

Facebook.

Some Nokia’s features are easily getting people engaged and show their affinity such

as the old handset, snake games, good battery and most importantly, withstanding

of harsh treatment.

Controversial materials like comparing Nokia’s mobile with other rivals could easily

make chaos and debates.

People visiting Nokia’s blog site like to share the articles about Music, sport and

design competition via facebook, and use linkedin share the business related

features. Twitter is the platform that between facebook and linkedin, which means

that its user range seems more widely.

ii. Recommendations

Competitions that use hashtag could be created more as it costs effectively and

easily to measure.

The peer experience is highly thought about by customers, so Nokia could

encourage more users to share their experience with Nokia mobiles.

Funny photo related to Nokia’s features such as being indestructible can create

more and post them regularly to make close to previous users. Or Nokia could hold a

contest asking people to design interesting photos featuring one or two Lumia’s

characteristics.

Sometimes there are three or four articles posted on blog site at the same day, and

sometimes there is no post on the blog. Why not schedule the posts on various days

rather than a whole day?

The conversations between Nokia and audiences on facebook platform are too

limited, which suggests that Nokia should enhance the connections on this platform.

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