BSI Social Media at Nokia: From Broadcast to Conversation

Marketing 2.0 Conference, Paris 2008
Join the conversation
MARKETING 2.0 CONFERENCE
      www.marketing2conference.com
Social Media @
Nokia
              From broadcast to conversation




Company Confidential
1   © 2008 Nokia   Cutting Edge...
What we do
Our role is to deliver responsible and effective corporate messages
 in a series of new environments.


We will...
How we do this
    1. Encourage internal social                                      media –
       the real voice of the ...
History of social media in Nokia
2003                   2004                           2005                            200...
Internal social media activities
• Contribute to and share Social                                   Media
    guidelines
•...
Build Social media guidelines for our
employees
Internal Social Media tools
• Blog
• Wiki
• Infopedia (for comms)
• Photo ...
Build an internal blog portal to:
• Provide a simple aggregated                                                  view
  to...
BlogHub UI
1. Best rated                                                                  7. Live feed
                   ...
External social media activities
• Nokia Conversations allows us to
  outreach (YouTube, Flickr, Share on Ovi etc.)
• Inte...
Nokia Conversations - Reasoning
Controlling this new media is impossible.
• The Web is fragmenting
• One message no longer...
Nokia Conversations - Content
Sunday Supplement style
• Our own material
• To contribute to and jump-start the conversatio...
Company Confidential
        © 2008 Nokia Nokia Conversations -Communications Training / March 3, 2008 / JM
              ...
Complementarity
                                                                                                  Nokia Co...
The big picture
• Engage our staff
• Give people the chance to expand                                               their
...
People want complete experiences

                                                                                Web/serv...
Share
                    Upload, share
                    & republish
                                                  ...
Thank you!




  Company Confidential
        © 2008 Nokia Nokia Conversations -Communications Training / March 3, 2008 / ...
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SocialMedia at Nokia: From Broadcast to Conversation

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SocialMedia at Nokia: From Broadcast to Conversation

  1. 1. BSI Social Media at Nokia: From Broadcast to Conversation Marketing 2.0 Conference, Paris 2008
  2. 2. Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
  3. 3. Social Media @ Nokia From broadcast to conversation Company Confidential 1 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM
  4. 4. What we do Our role is to deliver responsible and effective corporate messages in a series of new environments. We will have to speak for Nokia, but never sound corporate. We will have to manage the incompatible rules of corporate communications and blog etiquette. All this we will learn how to do live, real-time, in the public eye. 2 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM
  5. 5. How we do this 1. Encourage internal social media – the real voice of the company 2. Relate to the external social media on behalf of Nokia 3. Build a network of international contacts and relationships 4. Contribute to product and service announcements 5. Provide consultancy and outreach about the social media space 3 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM
  6. 6. History of social media in Nokia 2003 2004 2005 2006 2007 2008 Next March Social Text wiki January created by Insight Nokia 2.0 seminar January Infopedia is launched and Foresight in NVO June Day 1 videos March January OPK's blog launched Groupware blog Testing of VideoHub NBlog is launched Forum Nokia blogs migrated to NBlog InternalWiki begins launched to launched InternalWiki becomes 25 Nwiki users Rebranding of allow employees August standard wiki February NServices and tools to upload and NPlanet launched by platform March to IntoServices, etc. share short 50 Nwiki users Søren Henssel- SocialText wiki videos First Nokia work- April March Rasmussento ramped down related blog post - by Nokia Beta Labs Internal blogs Christian Lindholm Internal Bloggers aggregate internal Nokia Sphere is migrated to portal channel open blog content launched publicly MediaWiki set about Lifeblog launched upgraded November on intranet September May platform up Nokia People Network NWiki is launched as Groupware blog is SIS Amnesty Day to Nokia Way Jam established BlogHub unofficial internal wiki launched kick of Alpha Labs September launched to February platform 25 wikis hosted November 3m hits a month of aggregate all 870 blogs created 77 blog posts internal blogs and blog content NewsHub allows since 2005 (264 10 active blogs commenting to wikis inactive) WidSets articles 300 internal blogs provides mobile 30 blog accounts 37,887 posts and intranet access May Nokia 2.0 mailing list 6000 users of nokia 14,280 comments established wikis Social Blogging seminar 64 avg. posts/blogs Phonebook ChatBoard is used at Hubcast podcast November 26 avg. OkGo Conference as series kicked off comments/blog S60 blogs launched. a parallel Values photo contest Wikis First posts by Jouni conversational Blogs Juntunen, Tommi channel Vilkamo, and Esa Collaboration/Networking Erola December Videos, photos, audio Nokia Alpha Labs launched internally 4 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM
  7. 7. Internal social media activities • Contribute to and share Social Media guidelines • Build our BlogHub to aggregate internal blog content • Raise awareness of blogging • Strengthen our internal blogging community • Consult with Communications & Marketing • Experiment with new ways of working, new concepts in social media. • Support Communications launch activities • Contribute to the Employee Communications technology roadmap 5 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM
  8. 8. Build Social media guidelines for our employees Internal Social Media tools • Blog • Wiki • Infopedia (for comms) • Photo sharing and rating tool • Nokia Way Jam tool • Discussion forums and opt-in email lists • Survey tools • HR Jazz Cafe, Ask HR • VideoHub • ChatBoard 6 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM
  9. 9. Build an internal blog portal to: • Provide a simple aggregated view to the internal blogosphere • Help opinions to surface, not Emails & PowerPoints • Help people to connect in a non-linear way • Encourage participants to go and publicly blog • Help answer questions in employees’ minds • Learn about blog dynamics in a safe environment 7 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM
  10. 10. BlogHub UI 1. Best rated 7. Live feed  posts  8. How to..  9. Go to  10. Check these posts  2. Most commented posts  11. Check these blogs 3. Top  commenters  4. Recent comments  5. Video posts  6. Tag cloud  8 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM
  11. 11. External social media activities • Nokia Conversations allows us to outreach (YouTube, Flickr, Share on Ovi etc.) • Interact with the social media universe, blogs, podcasts, wiki’s, etc. • We support Communications launch events • Work with the internal team to raise key Nokia bloggers awareness • Promote existing Nokia sites, blogs and on-line content • Write the External Communications technology strategies & guidelines 9 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM
  12. 12. Nokia Conversations - Reasoning Controlling this new media is impossible. • The Web is fragmenting • One message no longer fits all • The Rise of Social Media - the users are the message creators We must participate in the conversation. • Openly, honestly, and with respect • Two-way, personal • Listening without being defensive • Wherever the conversations are, online and offline Nokia Conversations helps our participation in this conversation, making it easy for people to create more connections and have more conversations. 10 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM
  13. 13. Nokia Conversations - Content Sunday Supplement style • Our own material • To contribute to and jump-start the conversation • Highlighting the best, going in-depth into subjects for which we have no proper channel to explore • Tone = familiar stranger in the Nokia neighborhood What will it include? • Launch announcements • How to’s • Stories & Opinions from internal blog portal • External blog content and comment • Nokia forum content • Comment from existing blogs/journalists 11 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM
  14. 14. Company Confidential © 2008 Nokia Nokia Conversations -Communications Training / March 3, 2008 / JM Cutting Edge brief.ppt / 2008-07-04 / CSc 12 12 /16 © 2008 Nokia
  15. 15. Complementarity Nokia Conversations •Stories, not statements. Nokia.com/press •From around the Nokia •Formal statements. neighborhood. •Key announcements. •A dialogue. •Formal reactions. •Listening and speaking. •Tied to requirements for •A deeper discussion of business. statements and reactions. •The WORD, writ in stone. Nokia.com •Social Media Releases •The baseline for all our •Marketing materials. •In<->Out. statements. •Product and solution •From Nokia. showcase. •In->Out. •Product comparisons. •Support. •From Nokia. •In->Out. Company Confidential © 2008 Nokia Nokia Conversations -Communications Training / March 3, 2008 / JM Cutting Edge brief.ppt / 2008-07-04 / CSc 13 13 /16 © 2008 Nokia
  16. 16. The big picture • Engage our staff • Give people the chance to expand their social spheres and become true networkers • Increase productivity and internal knowledge management • Increase commitment to Nokia goals, by advancing common and new ideas • Increase customer satisfaction • Become a true Internet company and a fun and attractive place to work 14 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM
  17. 17. People want complete experiences Web/service Mobile PC / Mac 15 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM
  18. 18. Share Upload, share & republish My blog 16 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM
  19. 19. Thank you! Company Confidential © 2008 Nokia Nokia Conversations -Communications Training / March 3, 2008 / JM Cutting Edge brief.ppt / 2008-07-04 / CSc 17 17 /16 © 2008 Nokia

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