Nokia Rangers – Empowering your Fan base Objective: - Facilitate direct engagement with Nokia fans on forums - Empower vocal Nokia fans through providing support and access to individuals within the Nokia organisation Strategic Approach: - A listening period was carried out to determine the most vocal and positive Nokia fans on the forums - Seeded Nokia Rangers with the new Nokia N8 to generate conversations on the forums about the device and excite other community members - Rangers were provided with direct access to Nokia executives and product managers - It was communicated to the Nokia Rangers they were not expected to evangelise Nokia event as a Ranger, to make their voice more credible Results: - Buzz and conversations about the brand increased drastically, while the sentiment of the posts on the forums also became more positive - Nokia was perceived as being more open to feedback, and was praised by many forum June/Jul Dec /Jan 0 50 100 150 200 250 Buzz Analysis and Comparison HWZ - Mobile Communication Techology HWZ - Nokia Users Group HWZ - Nokia N Series HWZ - Nokia E Series Amount of buzz