Slides: Stories, Numbers & Conversations: Nokia's social media marketing principles

Stories, Numbers, Conversations

Nokia’s principles for social media marketing

Brilliant Noise September 2012@brilliantnoise

brilliantnoise.com/nokiapaper

#nokiasocial

Webinar

- Challenge: Social at Scale

- Context: Social is the Shift

- Nokia’s Principles

- Q & A

Craig HepburnGlobal Digital Director, Nokia

@craighepburn

Antony MayfieldFounding Partner, Brilliant Noise

@amayfield

Talking to yourself (in public)

Telling its own social media story

- Already active in social media

- Need to “do social at scale”

- Global teams

- Business challenges

ChallengeSocial at scale

Social brands that have gone furthest, fastest...

StarbucksDellBurberry Red Bull Coca-Cola Bank of America Marks & Spencer

What do they have in common?

- Leadership: A mandate from a senior leader

- Clear values and vision: They know what the organisation is about

- Principles-led: Articulate how they want to operate

- Piloting & scaling: Managed experiments with managed risk and clear metrics, leading to the building of systems and resources to build on success

- Frameworks & Governance: Systems to guide projects and connect key stakeholders

- Digital literacy: They invest in digital skills across the organisation

Six Brilliant things social brands do...

With values and vision being established...

This project focused on Principles and Scale...

ThemesSocial is the shift

Social media is a proxy for change

Tell the story of what socialmeans to the business

From strategic contextto operations...

image (cc) Annalisano | Flickr

Consumer behaviour has changed

So - like all brands - Nokia must change

There is a need for asocial business case

And a focus on the consumer

Model first published Harvard Business Review

Nokia is embracing customer-centric models

Bond

Advocate

Enjoy

Buy

Evaluate

Mckinsey & Co’s Consumer Decision Journey Model

Consider

StoriesNumbers Conversations

Robin Sloan’s model ofStock & Flow

Stories- Ability to tell compelling brand

stories to consumers

- Editorial and creative

- Nokia’s “stock” (see Robin Sloan)

- The agents of its reputation

Conversations

- Community: the network of connections with with consumers around the brand

- Dialogue keeps the organisation open, honest and in touch with consumer needs and feelings

- The “flow” of communications in Robin Sloan’s model

Numbers

- Data and insights that flow into Nokia from the social web - and vice versa

- Metrics: uplifts in advertising performance, awareness and engagement

- Evidence to base business decisions upon

Nokia’sSocial media principles

1. Consider the social opportunity in everything we do

2. Engage in better conversations with more consumers

3. Deliver personal experiences, be authentic, and earn trust

4. Sharing is more important than control

5. Define clear objectives from the outset

6. Invest and commit to social presences

Consider the social opportunity in everything we do 1.

“It is an approach, not a technology”

image (cc) Wikipedia

Speech briansolis.com

TRONSponsorship

image (cc) Disney

Engage in better conversations with more consumers

NokiaSocializer

Connectingwith consumers

Deliver personal experiences (be authentic) & earn trust

Nokia’s#FollowFriday

Sharing is more important than control 4.

Nokia Shorts 2011

http://vimeo.com/25451551

Define clear objectives from the outset 5.

SocialCommerceSuccess

Invest and commit to social presences 6.

Nokia Connects

Conclusion toward a social business

Conclusion

- Make social a priority for the business

- Models like Consumer Decision Journey help marketers plan social

- Clear principles, backed with investment, are key to building brand capabilities in social media

Download the paper at

htt://brilliantnoise.com/nokiapaper

Ta-dah!