Maddy Wood at Brilliant Noise offered insights of the Nokia global social media strategy: working principles to spread best practice in social media marketing among thousands of Nokia employees around the world.

1. Stories, Numbers,
Conversations
Principles for global social
media marketing
Brilliant Noise
October 2012
@brilliantnoise

2. Challenge: Social at Scale
Context: Social is the Shift
Nokia’s Principles

3. Talking to
yourself
(in public)
brilliantnoise.com/nokiapaper

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

7. What do they have
in common?

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

9. With values
and vision
being
established...

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

11. Themes
Social is the
shift

12. Social media
is a proxy for
change

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

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

15. Consumer
behaviour has
changed

16. So - like all
brands -
Nokia must
change

17. There is a
need for a
social
business case

18. And a focus
on the
consumer

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

20. Stories
Numbers
Conversations

21. Stock & Flow

22. Stories
- Ability to tell compelling brand
stories to consumers
- Editorial and creative
- Nokia’s “stock”
- The agents of its reputation

23. 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

24. 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

25. Nokia’s
Social media
principles

26. 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

27. Consider the social
opportunity in
everything we do

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

29. TRON
Sponsorship
image (cc) Disney

30. Engage in
better
conversations
with more
consumers

31. Nokia
Socializer

32. Connecting
with
consumers

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

34. Nokia’s
#FollowFriday

35. Sharing is more
important than
control

36. Nokia Shorts
2011

37. http://vimeo.com/25451551

38. Define clear
objectives
from the
outset
5

39. Social
Commerce
Success

40. Invest and
commit to
social
presences

41. Nokia
Connects

42. Conclusion
toward
a social
business

43. 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

44. Thank you
Download the paper at
htt://brilliantnoise.com/nokiapaper