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 …

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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  • 1. Stories, Numbers,ConversationsPrinciples for global socialmedia marketingBrilliant NoiseOctober 2012@brilliantnoise
  • 2. Challenge: Social at ScaleContext: Social is the ShiftNokia’s Principles
  • 3. Talking to yourself (in public)brilliantnoise.com/nokiapaper
  • 4. Telling its own social media story- Already active in social media- Need to “do social at scale”- Global teams- Business challenges
  • 5. ChallengeSocial at scale
  • 6. StarbucksDellBurberryRed BullCoca-ColaBank of AmericaMarks & Spencer
  • 7. What do they havein common?
  • 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. With valuesand visionbeingestablished...
  • 10. This projectfocused onPrinciples andScale...
  • 11. ThemesSocial is theshift
  • 12. Social mediais a proxy forchange
  • 13. Tell the storyof what socialmeans to thebusiness
  • 14. From strategiccontextto operations... image (cc) Annalisano | Flickr
  • 15. Consumerbehaviour haschanged
  • 16. So - like allbrands -Nokia mustchange
  • 17. There is aneed for asocialbusiness case
  • 18. And a focuson theconsumer
  • 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. StoriesNumbersConversations
  • 21. Stock & Flow
  • 22. Stories- Ability to tell compelling brand stories to consumers- Editorial and creative- Nokia’s “stock”- The agents of its reputation
  • 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. 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. Nokia’sSocial mediaprinciples
  • 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. Consider the socialopportunity ineverything we do
  • 28. “It is anapproach, not atechnology” Speech briansolis.com image (cc) Wikipedia
  • 29. TRONSponsorship image (cc) Disney
  • 30. Engage inbetterconversationswith moreconsumers
  • 31. NokiaSocializer
  • 32. Connectingwithconsumers
  • 33. Deliverpersonalexperiences(be authentic)& earn trust
  • 34. Nokia’s#FollowFriday
  • 35. Sharing is moreimportant thancontrol
  • 36. Nokia Shorts2011
  • 37. http://vimeo.com/25451551
  • 38. Define clearobjectivesfrom theoutset 5
  • 39. SocialCommerceSuccess
  • 40. Invest andcommit tosocialpresences
  • 41. NokiaConnects
  • 42. Conclusiontowarda socialbusiness
  • 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. Thank you Download the paper at htt://brilliantnoise.com/nokiapaper