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Afraid of social media but tempted to try its marketing potential?



Have you ever dreamed of knowing what people are saying about you and understanding how they are sharing opinions ?


Did you know that you can listen to what they’re saying about you on the web and measure the results of your social media marketing actions?


Did you know the Web is a powerful source to establish and manage the relation with your customers and prospects?



web listening

brand race quadrant


Member & Partners






Company name: Nokia Italy
Location: Italy
Industry: Telecommunications
Annual company revenue:
Number of employees: N/A
Project timeframe: 12 months
Year: 2010


The Challenge:
Give up-to-date information to marketing on users perception of Nokia products and competitors to drive marketing campaigns throughout 2010.

Nokia is one of the biggest mobile device providers in the world. To drive marketing campaigns and understand competition in 2010, Nokia wanted to monitor the Web to understand users perception of its mobile devices, issues, concerns, strengths, weaknesses and desires. Also, in a tough but profitable market such as mobile devices, Nokia wanted to better understand its relative position compared to its main competitors and how users decide to buy a device. This was NOT a short term analysis of Web opinion about Nokia. Instead, the monitor had to provide in depth marketing and business sentiment, both tactical and strategic.

The Solution: Web Listening by Freedata® was initiated in Jan 2010 along with access to the conversation database and analysis through 24/7 Web access.

The Web monitoring was initiated in January 2010. Nokia can access the conversation database via secure Web access thanks to Freedata Social Reader+ ®. Conversations taking place on the Web about Nokia, its products and competitors are ranked based on their relevance using the semantic analysis phase of the platform. Nokia can also access data mining and analysis reports online which provide marketing with relevant information such as The Brand Race Quadrant ® from Freedata Labs, and semantic maps, topics & features, share of buzz analysis and more.

The Results: Nokia counts on the analysis from the Web monitoring phase to drive both marketing and business development initiatives, as well as digital press.

Thanks to Web monitoring and related analysis, both easily accessible via the Social Reader+ ®, Nokia marketing and business development count on up-to-date information to inform marketing campaigns and initiatives. Moreover, digital press uses the information to get in touch with influential bloggers, communities and others to communicate Nokia product launches and new initiatives. Thanks to the ranking model of the URLs and conversations which are sequentially updated in the database, Nokia can act precisely where most appropriate to build relationships with its customers and fans on a daily basis.







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