Strategy paper: Stories, Numbers & Conversations: Nokia's principles for social media marketing

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  1. 1. Stories,Numbers &ConversationsNokias principles for social media marketing
  2. 2. ContentsForeword2Foreword3Introduction: Social is the shift3shift5A world of networked change4 change 6Social media and the business of marketing marketing7 6Guiding principles for Nokias social media marketingmarketing 13 12Principle 1. Consider the social opportunity everything we doPrinciple 1. Consider the social opportunity in in everything we do14 14Principle 2. Engage better conversations with more consumersPrinciple 2. Engage inin better conversations with more consumers16 18Principle 3. Deliver personal experiences (be authentic) and earn trustPrinciple 3. Deliver personal experiences (be authentic) and earn trust 19 22Principle 4. Sharing is more important than controlPrinciple 4. Sharingis more important than control2126Principle 5. Define clear objectives from the outsetPrinciple 5. Define clear objectives from the outset 2333Principle 6. Invest and commit to social presencesPrinciple 6. Invest and commit to social presences 2630Conclusion36Conclusion28@brilliantnoisebrilliantnoise.com2012 Brilliant Noise - all rights reserved23
  3. 3. Foreword I felt it was important forThe disruptive wave that is social media has swept through us to share much of whatthe business world at an incredible rate. It has prompted an the team found across accompanying deluge of commentary and thinking from the wider marketing,business and marketing strategists alike. social media and business community. Sharing is While theory is useful, nothing has the practical usefulness of such a vital part of thewatching an organisation working things out for itself. In Nokia, social web it felt like the we were fortunate to have that opportunity and are even more fortunate to have been given permission to share the results. right thing to do to have our thoughts and lessonsNokia wants to take social media beyond marketing tactics to driving transformational published in this way. change throughout its whole organisation, becoming a social business. Working closely with Nokia insiders we set about articulating what the company was doing right in social and the challenges it faced. The result is an account of one organisations global strategic approach to social media, and the principles it has chosen to guide its efforts. There are elements here, challenges and opportunities, that are specifically about Nokia, but there is also a great deal that any organisation, of any size, in any sector, will identify with.Craig Hepburn Were grateful to Nokia for allowing us to publish our observations and insights in this way. Craig Hepburn, Nokias Director, Digital & Social Media explained why: I felt it was important for us to share much of what the team found across the wider marketing, social media and business community. Sharing is such a vital part of the social web it felt like the right thing to do to have our thoughts and lessons published in this way.. It does seem appropriate that an organisation with ambitions to embrace social media so fully is happy to share what it has learned in this way. Nonetheless it is a bold step. We hope you find it useful. Antony Mayfield Founding Partner, Brilliant Noise1 2
  4. 4. Introduction: Social is the shift A world of networked changeToday, social media describes a set of deep challenges to the way marketing - and Looking back to the stories that have dominated the recent news agenda around the world,business - operates. It also presents powerful opportunities to reach and engagemany have had an explicit social media element, or one that lies just below the surface.customers. It is with this perspective that Nokia has committed itself to adapt its thinking,approach, systems and practices.Social media describes, and is a key part of, a shift inCompanies fall to public outrage; news cycles and political establishments are sweptpower and relationships between organisations and individuals, whether we are looking atalong at speed by spontaneous movements on Twitter and Facebook; activists forcemedia and audiences, governments and citizens or brands and customers. The whole worldtransparency on states and organisations on a massive scale.is changing fast.In some political upheavals, social media played a role not just technically but culturally.Adapting to the social media world is an imperative for Nokia, and not least for thoseIt changed peoples expectations of how they could organise, of what was possible. Eveninvolved in its marketing and communications functions. Nokia needs to understand where when authorities, in some cases, turned off the internet, the communities of dissent thatit is going, how it changes the game for its business, its brand and its products & services. had sprung up found other ways to communicate, connect and organise.Nokia already does social quite well. It is regularly recognised by analysts and industryexperts alike for its social media prowess. Nokias products and services are intrinsicallysocial, connecting people to each other and the web.What is social media?It has learned and done a lot, but when we can see change and opportunity coming at thescale and pace of the web and social media, companies like Nokia need to be restless, and What exactly social media is can be hard to pin down, but it is important that we beginlook ahead to anticipate where it could be, where it needs to be, in order to succeed inby outlining how Nokia thinks about it and what the organisations common definitionsincreasing brand awareness, consideration, preference, and loyalty. are. Some people talk about social computing, social technologies 1 or the social webinstead of social media. Nokia sticks with the latter, because it is the most commonlyEventually social media will be so much a part of everything Nokia does that its employeesused term to describe this change phenomenon.wont need to think about it, it will run through every conversation and function of thebusiness. For now, however, social media represents a shift - a shift in media, commerceThere are three elements, which the term social media covers in this booklet:and society - that demands a bold and ambitious response.Tools and platforms: Most commonly accepted definitions - from Wikipedia to dictionaries - characterise social media as a set of online tools and services.The state of the web and computing: The web itself is social - it is designed to be openand to connect. Social media is a way of describing computing as a many-to-manymedium.A mindset: Social media brings about a need to think differently. The importance ofconnectedness, openness, collaboration and being useful to our networks become clearelements of success in a social media world.1 Nigel Fenwick of Forrester puts a good case for social technologies in his blog post The Social Ecosystem(http://goo.gl/gSrJQ), but perhaps this even more appropriate for him as his audience is primarily CIOs3 4
  5. 5. Consumer behaviour has fundamentally changed, requiring Nokia to changeas wellSocial media and the business ofFor all of the uncertainty and noise about social media there are a few of things we can bemarketingsure of: A new set of consumer behaviours have emerged and are here to stay. Social media usage is growing and will likely continue to do so.At its simplest, the challenge everyone faces with social media in marketing is that we need to re-learn our trade. Being expert in one-to-many marketing is not enough. Nokia, like Influence is shifting from organisations into networks and crowds.many organisations, needs to re-think its planning, investment, execution and measurement in order to succeed. This is because we are all now operating in a world where many-to-Nokias customers use social media in all kinds of ways. It is important to them as a way of many communication is increasingly important.finding information, staying informed, communicating, engaging with brands, communitiesof interest, and with each other, and getting things done. Conversely, social media enablesNokias efforts in social media need to be addressed at a systemic level. Nokia needs to re-Nokia to be closer to its customers, expand the reach of its messages, and pick up signals think how it does marketing, centring its focus on the things that have changed.or direct feedback that enable faster product innovation and improvement. Look at the marketing element of Nokias business - like so many other major brands - andBeyond the changes in the way Nokias customers are using social media, as anyou might be convinced that this business was basically advertising plus support. Paidorganisation Nokia also needs to consider changes in its own behaviour. In every aspectmessages dominate budgets, thinking and strategy for everything from brand building toof the business, social media has a role to play, even if it is just in helping teams to share specific product promotion, and everything in between.information efficiently, and collaborate more effectively. If social media is simply thought of as media, a replacement or an adjunct of existing paid media systems of marketing, Nokia, and others will miss a bigger opportunity: to understand how the world is changing, how its consumers are changing and how the business itself can change too. So far, little has changed in the way Nokia tries to earn the attention of its consumers. Despite some of its effort in social media marketing, it has been relatively modest compared to the might of its broader marketing efforts.5 6
  6. 6. The Stakeholder Decision JourneyCONSIDEROne significant driver of a change in how Nokia thinks aboutmarketing is the spread of the stakeholder decision journeyas an idea and a useful model for thinking about marketinginvestment.For the past few decades, a great deal of marketing at Nokiaand other major brands has been organised around thenotion of a sales funnel. Today, the forces of technology andmedia change require companies to reassess the consumersrelationship with brands and their products and services.They have also forced different kinds of communications toreach and affect consumer decisions at different points.BONDIn his seminal article for the Harvard Business Review,McKinseys David C Edelman describes a new model toreplace the funnel, called the Consumer Decision JourneyADVOCATE EVALUATE (which Nokia has adapted this to the stakeholder decisionjourney to include important non-consumer audiences) 2.Edelman describes three ways marketers can support ENJOYconsumers in their journey:Edelman says that the Consider and Buy points in thejourney are often over-emphasised by marketers, resulting in BUYover-investment in advertising and retail promotions to raiseawareness. However, consumers take many cues from otherconsumers via social media, especially product reviews.Making it easier and even more desirable to spread positivefeedback to other consumers can be more powerful thanadvertising.Social media has a potential role at every point across theconsumer journey, especially during what the model callsthe Advocate stage. Marketers have under-valued, andtherefore under-invested in activity which will encourage,facilitate and spread consumer advocacy. Social mediamarketing can provide Nokia with tools that can help toredress this imbalance.2 Branding in the Digital Age: Youre Spending Your Money in All the Wrong Places, Consumer Decision Journey modelby David C Edelman - Harvard Business Review, December 2010 - used with the kind permission of McKinsey & Co. 7 8
  7. 7. Nokia can also take this idea and extend it to other important stakeholders - like potential What does social media mean for Nokia as a whole, beyond the marketinghires, developers, retailers - thinking about the way that the people within the businessteam?build relationships and trust with partners in its product and business ecosystems. Nokia has started to explain social media in terms that make sense to non-marketingNokias brand, and its reputation, is an outcome of building trust in the relationship withspecialists. When the jargon and technical language of marketing and the web are strippedits consumers. When they look for Nokia and try to communicate with the organisation inaway there are three their employees talk about:social media Nokia needs to be there. It is an inexcusable, missed opportunity if it is not. Stories: The elaboration of the large and small ways in which Nokia and its products andIt is across the Stakeholder Decision Journey that Nokia must structure its marketingservices are changing peoples lives. Content assets, insights, folklore, the scattered matterefforts, treating every touch-point with the consumer - from the first brand message theythat makes up what the brand is both for its employees and its customersStories bring tosee to contacting support staff - as an opportunity to reinforce the Nokia brand, and foster life the essence of Nokias brand for customers and employees alike.more attachment to its product and services. Conversations: The connections with customers and other influencers online; thePerhaps most of all, the opportunity lies in the important role that social media can play indialogue that keeps us open and honest; the conversations between customers thatadvocacy - people who have positive experiences with Nokia products and services and we can learn from.want to share that enjoyment and satisfaction with others. For Nokia to have these kindsof connections with its consumers greatly expands the opportunity for word-of-mouthNumbers: The data and insights that flow from Nokia into the social web and vice versa;messages to spread further and faster. the measures and evaluation methods to understand what is happening and how decisions can be made.Social media in the Stakeholder Decision Journey These three are a loose but useful construct with which to think about social media and theMarketing is where Nokias organisation encounters the social web first. So the marketing team value it can deliver. At the planning, execution and evaluation stages, Nokia must look atat Nokia have an important role to play in two ways beyond the normal functions of marketing.its social media marketing activity through each of these lenses. Where are the stories that will be valued and passed onto others? What conversations are taking place, how do theyFirst, Nokias marketing teams can practically support other parts of the business with theneed to be supported, how can the connections be sustained? Where are the numbers, theinsights they gain from actively listening to consumers in social media. data and insights that help the people within Nokia to understand what is happening, the opportunities to learn and adapt, and the impact on the business?Second, those teams can pass on the lessons they learn about how to work with socialmedia: whats needed in terms of skills and capabilities, how to build networks andThere is an echo from the opening of Guy Kawasa...