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

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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.

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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 gaspedal.com/blogwell/

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

Learn More: gaspedal.com and socialmedia.org

Published in: Business
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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 />(www.cathybrooks.com)<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 />http://blogs.laweekly.com/<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 />http://vimeo.com/9993784<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 />

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