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

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Slides from the webinar presentation about Brililant Noise's paper "Stories, Numbers & Conversations: Nokia's principles for social media marketing". …

Slides from the webinar presentation about Brililant Noise's paper "Stories, Numbers & Conversations: Nokia's principles for social media marketing".

A video of the presentation by Antony Mayfield, Founding Partner at Brilliant Noise and Craig Hepburn, Director Digital and Social at Nokia can be seen at http://vimeo.com/brilliantnoise/nokiapaper

The paper outlines Nokia's global strategy for social media. It was developed with Brilliant Noise, a digital strategy agency. It includes Nokia's six guiding principles for social media marketing, along with supporting case studies.

Download the paper at htpp://brilliantnoise.com/nokiapaper

Published in: Business, News & Politics

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Transcript

  • 1. Stories, Numbers,ConversationsNokia’s principles for socialmedia marketingBrilliant NoiseSeptember 2012@brilliantnoisebrilliantnoise.com/nokiapaper#nokiasocial
  • 2. Webinar- Challenge: Social at Scale Craig Hepburn Global Digital Director, Nokia- Context: Social is the Shift @craighepburn- Nokia’s Principles- Q&A Antony Mayfield Founding Partner, Brilliant Noise @amayfield
  • 3. Talking toyourself(in public)
  • 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. Social brandsthat havegone furthest,fastest...
  • 7. StarbucksDellBurberryRed BullCoca-ColaBank of AmericaMarks & Spencer
  • 8. What do they havein common?
  • 9. 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
  • 10. With valuesand visionbeingestablished...
  • 11. This projectfocused onPrinciples andScale...
  • 12. ThemesSocial is theshift
  • 13. Social mediais a proxy forchange
  • 14. Tell the storyof what socialmeans to thebusiness
  • 15. From strategiccontextto operations... image (cc) Annalisano | Flickr
  • 16. Consumerbehaviour haschanged
  • 17. So - like allbrands -Nokia mustchange
  • 18. There is aneed for asocialbusiness case
  • 19. And a focuson theconsumer
  • 20. Nokia is embracingcustomer-centricmodels Consider Bond Advocate Evaluate Enjoy Buy Mckinsey & Co’s Consumer Decision Journey Model Model first published Harvard Business Review
  • 21. StoriesNumbersConversations
  • 22. Robin Sloan’smodel ofStock & Flow
  • 23. Stories- Ability to tell compelling brand stories to consumers- Editorial and creative- Nokia’s “stock” (see Robin Sloan)- The agents of its reputation
  • 24. 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
  • 25. 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
  • 26. Nokia’sSocial mediaprinciples
  • 27. 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
  • 28. Consider the socialopportunity ineverything we do
  • 29. “It is anapproach, not atechnology” Speech briansolis.com image (cc) Wikipedia
  • 30. TRONSponsorship image (cc) Disney
  • 31. Engage inbetterconversationswith moreconsumers
  • 32. NokiaSocializer
  • 33. Connectingwithconsumers
  • 34. Deliverpersonalexperiences(be authentic)& earn trust
  • 35. Nokia’s#FollowFriday
  • 36. Sharing is moreimportant thancontrol
  • 37. Nokia Shorts2011
  • 38. http://vimeo.com/25451551
  • 39. Define clearobjectivesfrom theoutset 5
  • 40. SocialCommerceSuccess
  • 41. Invest andcommit tosocialpresences
  • 42. NokiaConnects
  • 43. Conclusiontowarda socialbusiness
  • 44. 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
  • 45. Download the paper atTa-dah! htt://brilliantnoise.com/nokiapaper