BlogWell Seattle Social Media Case Study: Nokia, presented by Molly Schonthal


Published on

In her BlogWell Seattle presentation, "Social Media Communications @ Nokia" Nokia's Molly Schonthal shares how Nokia uses internal communication and collaboration to improve their company's external social media competence.

Molly explained that collaboration among members of different departments and outside contributors helped Nokia achieve successful social media outreach during SXSW.


BlogWell is the only conference where social media executives from big brands come together to share their case studies, offer practical how-to advice, and answer your questions.

To learn more about BlogWell, visit

BlogWell is produced by GasPedal and the Social Media Business Council.

Learn More: and

Published in: Business
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • More and more of our personal relationships include an online element. The social web is changing the way we communicate and collaborate and also how consumers and brands interact. Implications of who you were in these different situations didn’t really have effects on your different spheresCompanies need to embrace this change, understand the expectations, and participate respectfully to benefit from the opportunities that these global conversations offer.Likewise, every employee that chooses to participate in social media related to their work shares this responsibility.
  • .
  • Mckinsey released a white paper called “Six Ways to Make the web work”It was about the factors that allow for successful integration of web 2.0 practices in large companiesMost interesting aspect of this white paper for me- authors explanation of why adapting to a web 2.0 environment is particularly challenging for large companie-Technological adoption precedes physiological/social adoptionIn contrast to technologies and tools such as ERP, and CRM, whose implementation required lengthy technical implementations, time and planning—and because of their very nature were incorporated into the companies workflow—business processes were aligned around them not vice versaCompany was “prepped” for the incorporation of new technologyIn contrast, Web 2.0 tools are easy to implement (blogs, wiki’s forums, twitter feeds) – use of technology can become widespread before organizations have a strategy for how to incorporate them. OR they could be implemented but not used.Therefore it’s important to implement social media in a way that it can be understood and adopted
  • Nokia’s internal blogBest rated and most comment on posts from the last two months (left side)Profile page with customized RSS feedsTop Commenter's listTags and Tag searchLink to existing posts from your post to draw attention to other bloggersbut you can find people from the Top Commenters list.When you are more interested in what people say about a particular topi (e.g. Ovi), you can take advantage of tags. Search the list of all tags to find all blog posts labeled with a particular topic.How do I get my message through?If you have your own blog, it's good to follow up in BlogHub if other people already talk about the topic so you can write your posts from a new point of view. You can also link to existing posts with your posts and draw attention of the other bloggers.You can also contact bloggers who have good reputation and provide them more information on the topic, which they can then write about. Or directly comment to their posts providing more information in your comments.Do you have good experiences?If you have gotten your work done better because of BlogHub, please let us know. We would be honored to hear your experiences.The easiest way to enter BlogHub is through the "Video & blog highlights" channel in the intranet portal, which also links to recommended blog posts and videos.The tagline that I've been thinking about is "Where opinions come together".  That sums up what we're doing: aggregating opinions from around the company in one place so that they can contribute to our common targets more effectively than on their own.Regarding VideoHub, there have been some campaigns where employees can contribute their own stuff, but I don't think that's the main intent. (However, Johanna Komonen has organized video-production trainings for some employees around the world in conjunction with Values Makes a Difference.)  Perhaps more importantly it's a place to host videos so that they can be embedded elsewhere (e.g. NewsHub, intranet pages, blogs).  This reduces load on other servers, improves the visitor experience, and gives you statistics and commenting capabilities.
  • Provides short explanations for items and links to related information inside and outside Nokia—Helps to spread knowledge of and familiarity with social media using social media as the medium
  • Our External Blog-Nokia ConversationsGoal: Humanize the company and focus on the stories behind the newsA place to feature our environment, design and social responsibility storiesCurrently we’re getting around 96K unique views per monthYoutube Site /nokiaconversationsTwitter Feed-—twitter/nokiaconvBlogBite- weekly roundup of key stories in a short, two to three minute audio program delivered radio style
  • We are in the business of connecting people so it is only natural that you publish work-related web pages, post information and ideas, and participate in online discussions with consumers, colleagues, and the world. We do this not because it is the trendy thing to do, but for the business benefits it offers:building relationshipsimproving our products, services and ways of working ordemonstrating our leadership and values
  • Social media is hard to place within an organizationIs it a communications function? A marketing function? A sales function?YESSuccessful utilization of social media involves cross functional collaboration.For example, an event supplemented with a twitter feed, or a marketing campaign that involves a social networking site have much more impact than each of these activities executed in a functional vacuum
  • Raised awareness across all of ICM’s social sites, Integrated Nokia technologiesICM has goodwil, cultural cache and lives social media valuesTook close to 1000 images to phones Drove traffic to ovi share siteDrove everyone looking for their photo to ovi share.With every ice cream given there is a conversation
  • Challenge- in person communications can be dehumanizingIn some cases content is an experience—take people out of digital world into real world
  • Social media requires continues improvement. We’re trying to focus on integration as well as adoption which is why we make our goals flexible- so that they can meet the needs of our internal and external stakeholders. It also increases productivity and knowledge and best practice sharing and helps to advance new ideas. Finally, participating in the discussion helps increasing customer satisfaction- by humanizing the brand
  • BlogWell Seattle Social Media Case Study: Nokia, presented by Molly Schonthal

    1. 1. 1 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM<br />
    2. 2. Social Media Communications @ Nokia<br />
    3. 3. Molly’s Mom<br />@mollstarr<br />
    4. 4.
    5. 5.
    6. 6.
    7. 7. Converged Identities<br />The NEW World:<br />The Old World:<br />High School Me<br />Friends Me<br />Me<br />College Me<br />Work Me<br />
    8. 8. Shift From Passive to Active Consumption<br />Source: Threadless<br />
    9. 9. Then and Now<br />New Media Consumption<br />Old Media Consumption<br />
    10. 10. Infinite Touch Points<br />
    11. 11. So What?<br />
    12. 12. Make Social Media A Way of Life<br />VS<br />Source: Unknown<br />
    13. 13. BlogHub<br />Presents all internal blog content in one place and gives employees access to what people inside the company are talking about.<br />
    14. 14. Video Hub<br />Nokia Internal video sharing service<br />Upload, view, discuss and rate videos.<br />Embed videos from video up on other intranet pages, internal blogs or project pages. <br />
    15. 15. Nokia Infopedia<br />Nokia – Infopedia-Wikipedia for Nokia internal use. Provides short explanations for items and links to related information inside and outside Nokia.<br />
    16. 16. Nokia Conversations<br />People, places and thoughts: the stories behind the news.<br />Illustrates real-life benefits.<br />
    17. 17. Let Them Talk<br />
    18. 18. Benefits of Employee Participation<br />Building key relationships<br />Gaining critical consumer insights<br />Improving products, services and ways of working through feedback<br />Demonstrating leadership and values<br />
    19. 19. Digital Ambitions Program<br />Digital Leadership<br />“Digital U” <br />Digital Talent<br />Digital Underground<br />Focus on senior leadership<br />Promoting sharing of digital best practices<br />Focused internal job rotation for digital talent<br />Holistic training program <br />
    20. 20. Collaborate!<br />VS<br />Source: Unknown<br />
    21. 21.
    22. 22. The Nokia Team…<br />Five organizations, three hired guns & one mission: <br />To ROCK IT at SxSw<br />Molly Schonthal – Lead<br />Social Media Communications, <br />North America<br />Cathy Brooks – Lead Consultant/Secret Weapon<br />Digital/social media expert and strategic relationship developer, previously of Seesmic, LeWeb & TechTV<br />(<br />Nokia Ambassadors and Researchers<br />Tammy Oler & Ehren Gresehover<br />CARE:<br />(Device Doctor/ On-Site Support)<br />IT<br />(Product Expertise & On-Site Support)<br />WOM<br />NA Marketing<br />
    23. 23. Strategy: Engage All Levels of SXSW Community<br />
    24. 24. Results<br />204 targeted contacts<br />160 Influencers, bloggers, and SXSW participants tweeted about Nokia products, events, panels and people (including tweets, retweets and #nokiasxsw hashtag):<br />Reach: 351,285 followers<br />743,072 Potential Impressions (Twitter User x # of Nokia Tweets x # of Followers)<br />
    25. 25. Results: Media Buzz<br /><br /><ul><li>Alexa US Traffic Rank: 2,161
    26. 26. Sites Linking In: 4,432</li></ul>“On Saturday, raconteur Cathy Brooks and Nokia kicked off an invite-only ongoing happy hour on the rooftop of the Brazilian BBQ restaurant Fogo De Chao... the intimate atmosphere and relaxed vibe at this event have sparked more than a giant margarita buzz.”<br />
    27. 27. Nokia Product Posse<br />Goals:<br />Engage diverse social media influencers in “hands-on” experiences with Nokia products<br />Build long-term relationships to create high value Nokia brand ambassadors <br />
    28. 28. Competition<br /><br /><ul><li>The competition to win a place at SXSW stimulated over 1,100 conversations using the #Nokiacomp hashtag
    29. 29. 239 different people used the hashtag within 6 days of the competition being announced as the news was shared around individuals’ communities</li></ul>Voices spreading conversation about the competition, as well as interaction with @womworld Twitter profile generate high levels of conversation in a short space of time <br />Congrats to @thenokiablog Mark Gium on being chosen to go to SXSW10 with @WOMWorldNokia in the nokiacomp Have a bash guys.! <br />
    30. 30. Ice Cream Man Sponsorship<br />Nokia promoted on Ice Cream Man web site, Facebook fan page, and Twitter profile.<br />Ovi Maps & Ovi Share integration.<br />Nokia 5800 Navigation Edition and N97 phones used for taking and uploading photos.<br />25 Nokia Nurons and 2 Booklet 3Gs given away through Twitter contests and SXSW scavenger hunts.<br />Nokia sponsorship promoted through WOM/ad-hoc evangelism.<br />5,000 Nokia napkins distributed with ice creams.<br />
    31. 31. Nokia Giveaways @ SXSW<br />25 Nokia Nurons <br />& <br />2 Booklets<br />
    32. 32. Create Consumable Content<br />More consumable (video, pictures, clear language)<br />More qualitative (personal, insightful)<br />More available<br />consider the format and site where it is delivered <br /> Allow consumer to choose what is important to them rather than us pre-filtering the info available<br />Source:FoodNetwork<br />
    33. 33. Creating Consumable Content: Nokia World<br />
    34. 34. Create a Syndication Ecosystem <br />Efficiently and effectively activate online conversations across the entire digital ecosystem<br />Ask yourself<br />Can your brand be understood based on search results?<br />Are your social media efforts aligned with business unit objectives?<br />Are your tactics aligned with your key audiences? (just because twitter is popular doesn’t mean it’s the right tool)<br />VS<br />
    35. 35. Find Your Stories: Blogger Test Center Tour<br />Goal: Highlight unique Nokia manufacturing process, emphasize product quality, build relationships, provide compelling blog content and have fun!<br />Tactic: Facilitate test center tours for bloggers in two countries.<br />Result: Test center story published in leading blogs, including Gizmodo, TechCrunch, BBC Online, etc. Online Reach (video and story) = 500,000<br />
    36. 36. <ul><li>Survey the landscape
    37. 37. Pinpoint relevant dialogues/tactics
    38. 38. Prioritize participation strategies</li></li></ul><li>Develop Consistent Metrics<br />Page Views<br />Inbound Links<br />Outbound Links<br />Comment Count<br /># of Subscribers<br />Twitter Followers, Re-Tweets, etc.<br />Engagement (highly subjective)<br />Share of Voice<br />Tone<br />
    39. 39. Measure against your KPI’s<br />Share of Voice<br />Audience Engagement<br />Conversation Reach<br />Percent Active Advocates<br />Advocate Influence<br />Advocate Impact<br />Resolution Rate<br />Resolution Time<br />Satisfaction Score<br />Topic Trends<br />Sentiment Ratio<br />Foster Dialogue<br />Promote Advocacy<br />Facilitate Support<br />Spur Innovation<br />
    40. 40. Flexible goals and a strategy that can evolve<br />
    41. 41. Thank you!<br />Company Confidential<br /> © 2008 Nokia Nokia Conversations - brief.ppt / 2008-07-04 / CSc<br />38<br />/16<br />
    42. 42. 39 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM<br />