Principles of Marketing

1. Stories, Numbers,
Conversations
Nokia’s principles for social
media marketing
Brilliant Noise
September 2012
@brilliantnoise
brilliantnoise.com/nokiapaper
#nokiasocial

2. Webinar
- Challenge: Social at Scale
- Context: Social is the Shift
- Nokia’s Principles
- Q & A
Craig Hepburn
Global Digital Director, Nokia
@craighepburn
Antony Mayfield
Founding Partner, Brilliant Noise
@amayfield

3. Talking to
yourself
(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. Challenge
Social at scale

6. Social brands
that have
gone furthest,
fastest...

7. Starbucks
Dell
Burberry
Red Bull
Coca-Cola
Bank of America
Marks & Spencer

8. What do they have
in common?

9. - 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
Six Brilliant things
social brands do...

10. With values
and vision
being
established...

11. This project
focused on
Principles and
Scale...

12. Themes
Social is the
shift

13. Social media
is a proxy for
change

14. Tell the story
of what social
means to the
business

15. From strategic
context
to operations...
image (cc) Annalisano | Flickr

16. Consumer
behaviour has
changed

17. So - like all
brands -
Nokia must
change

18. There is a
need for a
social
business case

19. And a focus
on the
consumer

20. Model first published Harvard Business Review
Nokia is embracing
customer-centric
models
Bond
Advocate
Enjoy
Buy
Evaluate
Mckinsey & Co’s Consumer Decision Journey Model
Consider

21. Stories
Numbers
Conversations

22. Robin Sloan’s
model of
Stock & 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’s
Social media
principles

27. 1. Consider the social opportunity in
everything we do
2. Engage in better conversations with
more consumers
3. Deliver personal experiences, be
authentic, and earn trust
4. Sharing is more important than
control
5. Define clear objectives from the
outset
6. Invest and commit to social presences

28. Consider the social
opportunity in
everything we do

29. “It is an
approach, not a
technology”
image (cc) Wikipedia
Speech briansolis.com

30. TRON
Sponsorship
image (cc) Disney

31. Engage in
better
conversations
with more
consumers

32. Nokia
Socializer

33. Connecting
with
consumers

34. Deliver
personal
experiences
(be authentic)
& earn trust

35. Nokia’s
#FollowFriday

36. Sharing is more
important than
control

37. Nokia Shorts
2011

38. http://vimeo.com/25451551

39. Define clear
objectives
from the
outset
5

40. Social
Commerce
Success

41. Invest and
commit to
social
presences

42. Nokia
Connects

43. Conclusion
toward
a social
business

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 at
htt://brilliantnoise.com/nokiapaper
Ta-dah!