This document outlines Nokia's principles for social media marketing. It discusses Nokia's need to embrace social media at scale due to changing consumer behavior. The key principles presented are: consider social opportunities in all activities, engage in conversations to build connections, deliver authentic personal experiences to earn trust, prioritize sharing over control, define clear objectives, and commit investment to social presences. Social media is positioned as crucial for Nokia to tell its story and understand consumers in order to adapt as a business in today's environment.
2. Webinar
- Challenge: Social at Scale Craig Hepburn
Global Digital Director, Nokia
- Context: Social is the Shift @craighepburn
- Nokia’s Principles
- Q&A
Antony Mayfield
Founding Partner, Brilliant Noise
@amayfield
9. 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
20. 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
23. Stories
- Ability to tell compelling brand
stories to consumers
- Editorial and creative
- Nokia’s “stock” (see Robin Sloan)
- The agents of its reputation
24. 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
25. 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
27. 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
44. 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