Nokia Care in

Social MediaJuha-Matti Heikkinen

@juhish

Editorial Manager, Social Media

Care Operations

February 8th, 2011

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Social media is an umbrella term that defines the various activities that

integrate technologies, social interactions, and the construction of content

(words, pictures, audio, video). *

Simply put,

Social media is people having conversations online.

* http://en.wikipedia.org/wiki/Social_media

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We enable socialthrough our services & partnerships on Nokia devices

We build relationshipswith our customers, assist in problems and reach

out to prospects through social media

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Nokia Care

Product support, repair and

customer service

ONLINE: 250+ million unique

visitors at Nokia Support per

year

CONTACT CENTERS: calls

and emails

80+ countries

30+ languages

REPAIR: 5000+ Nokia Care

points handling warranty

repairshttp://img210.imageshack.us/i/gedc0076.jpg/

http://expatbrazil.files.wordpress.com/2009/02/call-center.jpg

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Online Support

Support for every device and

service since 2002

All regional and local websites

Phone software updates

PC and Mac software

User guides in pdf and online

Support videos

FAQ’s / knowledge base

How-to-articles

Troubleshooting info

Email forms and phone numbers

Repair locations

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In Nokia-owned global social media channels, Care- gives product support and customer service

- runs www.nokia.com/discussions support forum (25 million visitors per year)

- manages http://www.twitter.com/NokiaHelps - global Twitter account for support

- supports other organizations in managing their official Facebook accounts

- Youtube channel for support videos (http://www.youtube.com/user/NokiaSupportVideos)

Assists other Nokia organizations and employees- teaching how to help Nokia customers online & how to direct them to the right

Nokia touchpoint

- FAQ’s to most common questions & complaint escalation instructions

- on country level, Care operates in the existing local channels, such as

• www.twitter.com/nokianl

• www.facebook.com/nokianederlands

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Nokia Support Discussions:

www.nokia.com/discussions

Global consumer forum for using and

troubleshooting Nokia products and

Ovi services in English

live since November 2005

available via 8 Nokia sites around the

world

Team setup:

2 administrators

6 technical experts

~12 moderators (24/7)

+ 100+ voluntary employees

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Monthly visitors: 2 million +

Total posts 800 000

Topics 160 000

Registered members 260 000

Nokia employees participating: 105

Posts made by employees

in the past 6 months: 1100

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What’s in it for Nokia

IMPROVED BRAND EXPERIENCE– Key element in Nokia’s social media service portfolio

– Shows that we are listening and we care

– Enables and encourages Nokia employees to be open about their identity and meet customers online

IMPROVED CUSTOMER SERVICE– Customers can use their preferred channel to solve problems or learn more

– The most efficient channel for self-service

– Huge library of information that grows every day

– Leverages existing Nokia Care organization to provide peer-to-peer support 24/7IMMEDIATE FEEDBACK

– Direct consumer feedback to all Nokia organizations and employees

– Issues are immediately known and verified via the community of Nokia users

– Interactive discussions rather than static escalations over levels

SUPPORTS NOKIA STRATEGY– Key enabler for Nokia’s social media guidelines

– Supports Nokia’s strategy by enabling direct dialogue with the consumers– Supports Nokia Care targets by increasing customer satisfaction and promoting self help

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Promoted across Nokia sites

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Great SEO

A question was posted

at noon, first answers

within minutes

Google finds it in under

two hours

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The Round Table - private forum

Forum superusers

200 invited

backbone of the community

t-shirts and mugs + 10 x N8

collect forum feedback for us

employees also get access

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Forum team roles

Nokia Care experts have a

“Technical Expert” status +

Nokia logo

Tasks:

Monitor their responsibility areas

Give technical advice and answers

from Nokia

Create new cases internally ,

update existing cases with

customer voice

Create + update official FAQ’s

based on forum feedback

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All Nokia employees can participate

Nokia Logo + ”Employee” status

Employee guidelines for social media

Elearning course

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Employee participation in social media

Be prepared

Be transparent

Be smart

Be nice

Be yourself

Be professional

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3 steps for building a customer care forum

People are already talking about your company and products online.

Invite the discussion into your own domain, so you can monitor, participate,

and – to an extent - control it.

Having a sustained social presence in your own domain brings continuity and focus.

1 Create the meeting place

- get internal buy-in and support

- define your scope and purpose

- nominate the team

- community manager + moderators

- integrate the forum with your website

- invite your customers

- recognize key contributors over time

- start the discussion

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3 steps for building a customer care forum

2 Listen and act

- gather customer feedback and make it heard inside the company

- align social media feedback process to your existing ones

- act on the feedback and improve your products

- advocate the forum for all employees

3 Inform and engage

- acknowledge issues, do not hide them

- let people know that you have heard them

- inform people what happens next

- empower and help your employees to participate openly

Thank you

@juhish