Stories, Numbers, Conversations
Nokia’s principles for social media marketing
Brilliant Noise September 2012@brilliantnoise
brilliantnoise.com/nokiapaper
#nokiasocial
Webinar
- Challenge: Social at Scale
- Context: Social is the Shift
- Nokia’s Principles
- Q & A
Craig HepburnGlobal Digital Director, Nokia
@craighepburn
Antony MayfieldFounding Partner, Brilliant Noise
@amayfield
Talking to yourself (in public)
Telling its own social media story
- Already active in social media
- Need to “do social at scale”
- Global teams
- Business challenges
ChallengeSocial at scale
Social brands that have gone furthest, fastest...
StarbucksDellBurberry Red Bull Coca-Cola Bank of America Marks & Spencer
What do they have in common?
- 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...
With values and vision being established...
This project focused on Principles and Scale...
ThemesSocial is the shift
Social media is a proxy for change
Tell the story of what socialmeans to the business
From strategic contextto operations...
image (cc) Annalisano | Flickr
Consumer behaviour has changed
So - like all brands - Nokia must change
There is a need for asocial business case
And a focus on the consumer
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
StoriesNumbers Conversations
Robin Sloan’s model ofStock & Flow
Stories- Ability to tell compelling brand
stories to consumers
- Editorial and creative
- Nokia’s “stock” (see Robin Sloan)
- The agents of its reputation
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
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
Nokia’sSocial media principles
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
Consider the social opportunity in everything we do 1.
“It is an approach, not a technology”
image (cc) Wikipedia
Speech briansolis.com
TRONSponsorship
image (cc) Disney
Engage in better conversations with more consumers
NokiaSocializer
Connectingwith consumers
Deliver personal experiences (be authentic) & earn trust
Nokia’s#FollowFriday
Sharing is more important than control 4.
Nokia Shorts 2011
http://vimeo.com/25451551
Define clear objectives from the outset 5.
SocialCommerceSuccess
Invest and commit to social presences 6.
Nokia Connects
Conclusion toward a social business
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
Download the paper at
htt://brilliantnoise.com/nokiapaper
Ta-dah!
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