Stories numbers conversations - IDF London 23.10.2012

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Maddy Wood at Brilliant Noise offered insights of the Nokia global social media strategy: working principles to spread best practice in social media marketing among thousands of Nokia employees around the world.

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Stories numbers conversations - IDF London 23.10.2012

  1. 1. Stories, Numbers,ConversationsPrinciples for global socialmedia marketingBrilliant NoiseOctober 2012@brilliantnoise
  2. 2. Challenge: Social at ScaleContext: Social is the ShiftNokia’s Principles
  3. 3. Talking to yourself (in public)brilliantnoise.com/nokiapaper
  4. 4. Telling its own social media story- Already active in social media- Need to “do social at scale”- Global teams- Business challenges
  5. 5. ChallengeSocial at scale
  6. 6. StarbucksDellBurberryRed BullCoca-ColaBank of AmericaMarks & Spencer
  7. 7. What do they havein common?
  8. 8. Six Brilliant thingssocial brands do... - 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
  9. 9. With valuesand visionbeingestablished...
  10. 10. This projectfocused onPrinciples andScale...
  11. 11. ThemesSocial is theshift
  12. 12. Social mediais a proxy forchange
  13. 13. Tell the storyof what socialmeans to thebusiness
  14. 14. From strategiccontextto operations... image (cc) Annalisano | Flickr
  15. 15. Consumerbehaviour haschanged
  16. 16. So - like allbrands -Nokia mustchange
  17. 17. There is aneed for asocialbusiness case
  18. 18. And a focuson theconsumer
  19. 19. Nokia is embracingcustomer-centricmodels Consider Bond Advocate Evaluate Enjoy Buy Mckinsey & Co’s Consumer Decision Journey Model Model first published Harvard Business Review
  20. 20. StoriesNumbersConversations
  21. 21. Stock & Flow
  22. 22. Stories- Ability to tell compelling brand stories to consumers- Editorial and creative- Nokia’s “stock”- The agents of its reputation
  23. 23. 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
  24. 24. 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
  25. 25. Nokia’sSocial mediaprinciples
  26. 26. 1. Consider the social opportunity in everything we do2. Engage in better conversations with more consumers3. Deliver personal experiences, be authentic, and earn trust4. Sharing is more important than control5. Define clear objectives from the outset6. Invest and commit to social presences
  27. 27. Consider the socialopportunity ineverything we do
  28. 28. “It is anapproach, not atechnology” Speech briansolis.com image (cc) Wikipedia
  29. 29. TRONSponsorship image (cc) Disney
  30. 30. Engage inbetterconversationswith moreconsumers
  31. 31. NokiaSocializer
  32. 32. Connectingwithconsumers
  33. 33. Deliverpersonalexperiences(be authentic)& earn trust
  34. 34. Nokia’s#FollowFriday
  35. 35. Sharing is moreimportant thancontrol
  36. 36. Nokia Shorts2011
  37. 37. http://vimeo.com/25451551
  38. 38. Define clearobjectivesfrom theoutset 5
  39. 39. SocialCommerceSuccess
  40. 40. Invest andcommit tosocialpresences
  41. 41. NokiaConnects
  42. 42. Conclusiontowarda socialbusiness
  43. 43. 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
  44. 44. Thank you Download the paper at htt://brilliantnoise.com/nokiapaper

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