1.
Why I own a Nokia N8
A very personal case study…
Social Media in a Corporate Context
James Whatley, 19th October 2010

2.
Paperboy, (an award winning) Burger
flipper, Runner (the TV kind, not long
distance), Dancer (yes, really), Accountant
(it was a dark time), Product Manager,
Customer Champion, Digital Marketer,
Head of Digital, Head of Social & Digital
and today?
Engagement Strategy Director at…
@Whatleydude

3.
July 2005

4.
MC HAMMER

5.
Building advocacy: sample journey

6.
Building advocacy: sample journeyEmotionalindex
NASCENT ADVOCACY
LOW LEVEL OF EMOTIONAL
INVESTMENT
Time

7.
Building advocacy: sample journeyEmotionalindex
NASCENT ADVOCACY
LOW LEVEL OF EMOTIONAL
INVESTMENT
Time
First post
about a
brand in an
online
conversatio
n
Spark
(advertising, in-store,
launch anticipation,
digital campaign)

8.
Building advocacy: sample journeyEmotionalindex
NASCENT ADVOCACY
LOW LEVEL OF EMOTIONAL
INVESTMENT
Time
First post
about a
brand in an
online
conversatio
n
Profiling /
understanding
Spark
(advertising, in-store,
launch anticipation,
digital campaign)

9.
Building advocacy: sample journeyEmotionalindex
NASCENT ADVOCACY
LOW LEVEL OF EMOTIONAL
INVESTMENT
Time
First post
about a
brand in an
online
conversatio
n
Direct
engagement
phase
Profiling /
understanding
Spark
(advertising, in-store,
launch anticipation,
digital campaign)

10.
Building advocacy: sample journeyEmotionalindex
NASCENT ADVOCACY
LOW LEVEL OF EMOTIONAL
INVESTMENT
Time
First post
about a
brand in an
online
conversatio
n
Profiling /
understanding
Spark
(advertising, in-store,
launch anticipation,
digital campaign)
Ignition
Direct
engagement
phase

11.
Building advocacy: sample journeyEmotionalindex
NASCENT ADVOCACY
LOW LEVEL OF EMOTIONAL
INVESTMENT
Time
First post
about a
brand in an
online
conversatio
n
Profiling /
understanding
Personal and
relevant
conversational
marketing
Spark
(advertising, in-store,
launch anticipation,
digital campaign)
Ignition
Direct
engagement
phase

12.
Building advocacy: sample journeyEmotionalindex
NASCENT ADVOCACY
LOW LEVEL OF EMOTIONAL
INVESTMENT
Time
First post
about a
brand in an
online
conversatio
n
Profiling /
understanding
Advocacy, peer
recommendation,
purchase
strength
Personal and
relevant
conversational
marketing
Spark
(advertising, in-store,
launch anticipation,
digital campaign)
Direct
engagement
phase
Ignition

13.
Building advocacy: sample journeyEmotionalindex
NASCENT ADVOCACY
LOW LEVEL OF EMOTIONAL
INVESTMENT
Time
First post
about a
brand in an
online
conversatio
n
Profiling /
understanding
Advocacy, peer
recommendation,
purchase
strength
Personal and
relevant
conversational
marketing
Spark
(advertising, in-store,
launch anticipation,
digital campaign)
Ignition
Ongoing
Fuelling
(WOM / advocacy
stream)Direct
engagement
phase

14.
Building advocacy: sample journeyEmotionalindex
NASCENT ADVOCACY
LOW LEVEL OF EMOTIONAL
INVESTMENT
MATURE ADVOCACY
HIGH LEVEL OF EMOTIONAL
INVESTMENT
Time
First post
about a
brand in an
online
conversatio
n
Profiling /
understanding
Advocacy, peer
recommendation,
purchase
strength
Personal and
relevant
conversational
marketing
Spark
(advertising, in-store,
launch anticipation,
digital campaign)
Ignition
Ongoing
Fuelling
(WOM / advocacy
stream)Direct
engagement
phase

15.
Online + Offline

16.
Presences
Online + Offline
Narratives
Baseline Advocacy Detractor management
Events
WOM triggers
Campaign support Relationships Workshops

17.
Traditionally
Anticipation, excitement
Ongoing gratification
Product launch
Reasons to join
conversation
More energy needed

18.
Word of Mouth
Higher spend per capita
Recommending products & services
Embracing future activity
Building passion
Developing offline following
Respected
Themes & Campaigns
Product launch

19.
How do you evaluate?

20.
Set clear goals

21.
Time for a quick case study?

22.
• A WOM narrative created
to support the launch of the
Nokia N96
• 12 key voices were
creatively inspired through
challenges to interact with
Nokia products & services,
producing compelling &
informative WOM during
their journey
• Ninja suits & ancient
parchments were sent to the
voices to immerse them into
the experience
• Key voices generated
186,000 engagements
WOM project
The N96 challenge

23.
Most, if not all my
family now own a
Nokia device, mainly
down to myself
highly
recommending the
Nokia brand
WOM project
The N96 challenge

24.
WOM marketing activity such as the N96
challenge has built brand advocates who are
super consumers and who evangelise the brand
to others.
Deep connections have been made with an inner
circle of 7000+ key social media savvy consumers
– the key voices.
WOM project
The N96 challenge

25.
* Jan 09 voices poll (200 key voices – tech and non tech)
WOM project
The N96 challenge
The WOM ripple…
93%
of key voices recommend Nokia products and services to friends and family
43%
of those who took part in a WOM programme went on to purchase the
product

26.
Key takeaways?

27.
Presences
Online + Offline
Narratives
Baseline Advocacy Detractor management
Events
WOM triggers
Campaign support Relationships Workshops

28.
Set clear goals

29.
Thank you
Social Media in a Corporate Context
James Whatley, 19th October 2010