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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".

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

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://

Published in: Business, News & Politics
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Slides: Stories, Numbers & Conversations: Nokia's social media marketing principles

  1. 1. Stories, Numbers,ConversationsNokia’s principles for socialmedia marketingBrilliant NoiseSeptember
  2. 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. 3. Talking toyourself(in public)
  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. Social brandsthat havegone furthest,fastest...
  7. 7. StarbucksDellBurberryRed BullCoca-ColaBank of AmericaMarks & Spencer
  8. 8. What do they havein common?
  9. 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. 10. With valuesand visionbeingestablished...
  11. 11. This projectfocused onPrinciples andScale...
  12. 12. ThemesSocial is theshift
  13. 13. Social mediais a proxy forchange
  14. 14. Tell the storyof what socialmeans to thebusiness
  15. 15. From strategiccontextto operations... image (cc) Annalisano | Flickr
  16. 16. Consumerbehaviour haschanged
  17. 17. So - like allbrands -Nokia mustchange
  18. 18. There is aneed for asocialbusiness case
  19. 19. And a focuson theconsumer
  20. 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. 21. StoriesNumbersConversations
  22. 22. Robin Sloan’smodel ofStock & Flow
  23. 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. 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. 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. 26. Nokia’sSocial mediaprinciples
  27. 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. 28. Consider the socialopportunity ineverything we do
  29. 29. “It is anapproach, not atechnology” Speech image (cc) Wikipedia
  30. 30. TRONSponsorship image (cc) Disney
  31. 31. Engage inbetterconversationswith moreconsumers
  32. 32. NokiaSocializer
  33. 33. Connectingwithconsumers
  34. 34. Deliverpersonalexperiences(be authentic)& earn trust
  35. 35. Nokia’s#FollowFriday
  36. 36. Sharing is moreimportant thancontrol
  37. 37. Nokia Shorts2011
  38. 38.
  39. 39. Define clearobjectivesfrom theoutset 5
  40. 40. SocialCommerceSuccess
  41. 41. Invest andcommit tosocialpresences
  42. 42. NokiaConnects
  43. 43. Conclusiontowarda socialbusiness
  44. 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. 45. Download the paper atTa-dah! htt://