How Big Companies Use Social Media
New York City | April 29, 2009
Molly Schonthal
Nokia
“How Nokia is Connecting People
with Social Media”

Social Media @
Nokia
From broadcast to conversation
Company Confidential

Nokia: Connecting People
Nokia’s Vision: A world where
everyone can be connected
Nokia is about enhancing
communications and exploring
new ways to exchange
information
Nokia’s approach to social
media: participating in the
conversation in an honest,
respectful way
2 © 2008 Nokia

The Challenge: We Adopt Before We Integrate...
Adopting technologies before we have the opportunity to integrate them
VS

... And Building Social Capital Takes Time
Cultivating social capital
VS

Meeting the Challenge: A Dynamic Strategy
Creating relevant and unique content to meet influencers where they are
VS
VS

Meeting the challenge : Promoting Dialouge
Joining conversations rather than delivering messages
VS

Meeting the challenge: Collaborating
Crossing functional boundaries
VS

Social Media Communications @ Nokia
Encourage adoption through promoting
internal social media
Work cross-functionally by engaging
network of international
contacts and relationships
Incorporate social media into existing
practices by contributing to
p
product and service
announcements
Help promote usage and understanding
by providing consultancy and
outreach about the social media
space

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

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

Nokia Conversations
People, p
p places
and thoughts: the
stories behind the
news: th stories
the t i
behind the news.
Ill t t real-life
Illustrates l lif
benefits.

Video Hub
Nokia Internal video
sharing service
g
• Upload, view, discuss
and rate videos.
• Embed videos from
video up on other
intranet pages internal
pages,
blogs or project pages.

Case Study: Nokia Tweet Up at SXSW
Goal: Make a lasting impression, let
social media influencers get to know
Nokia, create maximum impact on a
minimal budget.
Tactic: Tweet Ups
Result: Total twitter audience of 300K+

Case Study: Blogger Test Center Tour
Goal: Highlight unique Nokia manufacturing
process,
process emphasize product quality, build
quality
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,
g g g
TechCrunch, BBC Online, etc. Online Reach
(video and story) = audience of 500,000

Continuous
Improvement
• Fosters integration as well as
adoption
p
• Enables flexible
goals and a
strategy that can evolve
• Promotes consistent monitoring
and dialogue
• Increases productivity and
d
knowledge sharing
• Increases commitment to Nokia
goals, by advancing common and new
ideas
• Increases customer satisfaction

Thank you!
Company Confidential
© 2008 Nokia Nokia Conversations - brief.ppt / 2008-07-04 / CSc
16/16

Thanks to…
• http://www.flickr.com/photos/red_devil/sets/
• http://www.flickr.com/photos/ukaaa/

How Big Companies Use Social Media
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