BlogWell Seattle Social Media Case Study: Nokia, presented by Molly Schonthal

1 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM

Company Confidential

Social Media Communications @ Nokia

@mollstarr

Molly’s Mom

Converged Identities

The Old World:

High School Me

College Me

Friends Me

Work Me

The NEW World:

Me

Shift From Passive to Active Consumption

Source: Threadless

Then and Now

Old Media Consumption New Media Consumption

Infinite Touch Points

So What?

Make Social Media A Way of Life

VS

Source: Unknown

BlogHub

Presents all internal blog content in one place and gives employees access to what people inside the company are talking about.

Video Hub

Nokia Internal video sharing service

• Upload, view, discuss and rate videos.

• Embed videos from video up on other intranet pages, internal blogs or project pages.

Nokia Infopedia

Nokia – Infopedia-Wikipedia for Nokia internal use. Provides short explanations for items and links to related information inside and outside Nokia.

Nokia Conversations

People, places and thoughts: the stories behind the news.

Illustrates real-life benefits.

Let Them Talk

Benefits of Employee Participation

• Building key relationships• Gaining critical consumer insights• Improving products, services and

ways of working through feedback• Demonstrating leadership and

values

Digital Ambitions Program

“Digital U”

Holistic training program

Digital Talent

Digital Undergroun

d

Digital Leadership

Focused internal job rotation for digital talent

Promoting sharing of digital best practices

Focus on senior leadership

Collaborate!

VS

Source: Unknown

The Nokia Team…

Cathy Brooks – Lead Consultant/Secret Weapon

Digital/social media expert and strategic relationship developer, previously of Seesmic, LeWeb & TechTV

(www.cathybrooks.com)

Nokia Ambassadors and Researchers

Tammy Oler & Ehren Gresehover

Molly Schonthal – LeadSocial Media Communications, North America

CARE:(Device Doctor/ On-Site Support)

CARE:(Device Doctor/ On-Site Support)

IT(Product Expertise & On-Site Support)

IT(Product Expertise & On-Site Support)

WOMWOM NA MarketingNA Marketing

Five organizations, three hired guns & one mission: To ROCK IT at SxSw

Strategy: Engage All Levels of SXSW Community

Greater SXSW Community:

Interactive, Film & Music

SXSW Interactive Community

Core Conversations: Key Influencers,

Product Posse

• Ice Cream Man

• SXSW Interactive Panels & Parties

• Moonshine • VIP Lounge

Results

• 204 targeted contacts• 160 Influencers, bloggers, and SXSW participants tweeted about Nokia products, events, panels and people (including tweets, retweets and #nokiasxsw hashtag):

• Reach: 351,285 followers• 743,072 Potential Impressions

(Twitter User x # of Nokia Tweets x # of Followers)

Results: Media Buzz

“On Saturday, raconteur Cathy Brooks and Nokia kicked off an invite-only ongoing happy hour on the rooftop of the Brazilian BBQ restaurant Fogo De Chao... the intimate atmosphere and relaxed vibe at this event have sparked more than a giant margarita buzz.”

http://blogs.laweekly.com/• Alexa US Traffic Rank: 2,161• Sites Linking In: 4,432

Nokia Product Posse

• Goals:• Engage diverse social

media influencers in “hands-on” experiences with Nokia products

• Build long-term relationships to create high value Nokia brand ambassadors

Competition• The competition to win a place at SXSW stimulated over 1,100

conversations using the #Nokiacomp hashtag• 239 different people used the hashtag within 6 days of the competition

being announced as the news was shared around individuals’ communities

Congrats to @thenokiablog Mark Gium on being chosen to go to SXSW10 with @WOMWorldNokia in the nokiacomp Have a bash

guys.!

Voices spreading conversation about the competition, as well as interaction with

@womworld Twitter profile generate high levels of conversation in a short space of time

http://vimeo.com/9993784

Ice Cream Man Sponsorship

• Nokia promoted on Ice Cream Man web site, Facebook fan page, and Twitter profile.

• Ovi Maps & Ovi Share integration.• Nokia 5800 Navigation Edition and

N97 phones used for taking and uploading photos.

• 25 Nokia Nurons and 2 Booklet 3Gs given away through Twitter contests and SXSW scavenger hunts.

• Nokia sponsorship promoted through WOM/ad-hoc evangelism.

• 5,000 Nokia napkins distributed with ice creams.

Nokia Giveaways @ SXSW25 Nokia Nurons

& 2 Booklets

Create Consumable Content

• More consumable (video, pictures, clear language)

• More qualitative (personal, insightful)

• More available• consider the format and

site where it is delivered • Allow consumer to choose

what is important to them rather than us pre-filtering the info available

Source:FoodNetwork

Creating Consumable Content: Nokia World

Create a Syndication Ecosystem

Efficiently and effectively activate online conversations across the entire digital ecosystem

• Ask yourself• Can your brand be

understood based on search results?

• Are your social media efforts aligned with business unit objectives?

• Are your tactics aligned with your key audiences? (just because twitter is popular doesn’t mean it’s the right tool)

VS

Find Your Stories: Blogger Test Center Tour

Goal: Highlight unique Nokia manufacturing process, emphasize product quality, build relationships, provide compelling blog content and have fun!

Tactic: Facilitate test center tours for bloggers in two countries.

Result: Test center story published in leading blogs, including Gizmodo, TechCrunch, BBC Online, etc. Online Reach (video and story) = 500,000

• Survey the landscape • Pinpoint relevant

dialogues/tactics• Prioritize participation

strategies

Develop Consistent Metrics

• Page Views• Inbound Links• Outbound Links• Comment Count• # of Subscribers• Twitter Followers, Re-Tweets, etc.• Engagement (highly subjective)• Share of Voice• Tone

Measure against your KPI’s

Foster Dialogue

Promote Advocacy

Facilitate Support

Spur Innovation

Share of VoiceAudience EngagementConversation Reach

Percent Active AdvocatesAdvocate InfluenceAdvocate Impact

Resolution RateResolution TimeSatisfaction Score

Topic TrendsSentiment Ratio

Flexible goals and a strategy that can evolve

© 2008 Nokia Nokia Conversations - brief.ppt / 2008-07-04 / CSc

Company Confidential

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Thank you!

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39 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM