NokiaNokia Corporation (Finnish pronunciation: [ˈnɔkiɑ]) (OMX: NOK1V, NYSE:NOK, FWB: NOA3) is a Finnish multinational communications corporation that isheadquartered in Keilaniemi, Espoo, a city neighbouring Finlands capitalHelsinki. Nokia manufactures mobile electronic devices, mostly mobiletelephones and other devices related to communications, and in convergingInternet and communications industries, with over 132,000 employees in 120countries, sales in more than 150 countries and global annual revenue of over €42billion and operating profit of €2 billion as of 2010. It was the worlds largestmanufacturer of mobile phones in 2011, with global device market share of 23% inthe second quarter.Thanks Wikipedia
OverviewNokia is a big brand, there’s no denying that. In the mid1990s there was not the wide range of manufacturers anddevices that we see today. In the last 10 years Apple andGoogle have moved into the marketplace. Google does nothave it’s won device ‘yet’, but iPhone has taken a largemarket share away from Nokia and continues to do so.Nokia needs something new, a spark.This content strategy has been designed for a client with anunlimited amount of resources who is looking to re-emergein the full and fertile market place – The Internet. (beforeit gets censored…)
Index 1. Content – Spaces 1.1 Users and Technology 2 Story Telling 3. BVA 4. The Brief 5. The Content 5.1 The Content – Part 2 6. 70/20/10 7. Research 8. The Multiplier
1. Content – Spaces Create engaging ‘liquid’ content Earn a disproportionate share of popular culture Create brand stories to create conversations Act and react to conversations 24/7
1.1. Content – Users and Tech Fuel consumer and business created stories Create an ‘on demand’ culture using technology that runs 24/7 Combine ideas with technology Leverage customer behavior Build and develop direct relationships with customers
2. Story Telling Incremental increases in brand ideas across multiple channels to create unified idea. Ruthlessly edit each piece of content otherwise it’s just background noise. Immerse the content in story telling.
3. BVA Create a blue print for each brand Live positively ethos Convey the ethos to employees Try and win the hearts of every generation The antidote to modern woes Uplift every day Everyone around the World
4. The Brief Bigger thinking at the heart of strategic briefs Data will become the new soil Liquid creative brief Listen and converse online Find target spaces based on size and target audience
5. The Content Develop stories that can be expressed through every connection Add value to everyone’s lives Content will become substance of brand engagement and conversation Create the world’s most engaging content Ideas must stay connected Work with Directly with creative talent Brand fans New creative industry collaborators A single rock star agency
5.1 The Content – Part 2 Work conflict constructively conflict can be an enabler of outstanding thinking Define ‘north star’, Holy Grail, guiding point, target Some big impact on popular culture Encourage bravery Ensure clarity in thinking Embrace risk Incubate creative ideas Create culture of creativity Content creation must Inspire participation amongst the very, very best Connect these creative minds Share the results of our efforts Continue development Measure success
6. 70/20/10 Use 70/20/10 content models Low risk content on 70% of content safe, easy, day to day stuff, pays the bills Innovate of what works with 20% with broad scale 10% of content with brand new, high risk ideas, be prepared to failure – celebrate failure and success
7. Research Examples of great content Gatorade Old Spice Nike – Write the Future Nike – Live Strong They are all part of an idea Understand how to use research Expand the potential of creative spaces Create feedback and online dialogue tools, inspirational spaces Tools Twelpforce Commuspace B-Cubed Ad-Track Netbase
7.1 Research – Part Two Using these tools we can create an a-z of story arches to drive content Genuine consumer collaboration Iterative evolution of content Fuel the conversations we’re having to extend PLC of content
8. Applying the multiplier Need more stuff with less money Dollar multiplier principle Jump on the bandwagon of good ideas and extend the reach of these ideas. Sprite ad on YouTube (street sport) – run an urban games festival – extend Remain flexible Iterate Iterate Iterate
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