How Big Companies Use Social Media

Molly SchonthalNokia

New York City | April 29, 2009

“How Nokia is Connecting Peoplewith Social Media”

Social Media @Social Media @ NokiaNokia

From broadcast to conversation

Company Confidential

Nokia: Connecting People

Nokia’s Vision: A world where everyone can be connected

Nokia is about enhancing communications and exploringnew ways to exchange information

Nokia’s approach to social media: participating in the conversation in an honest, respectful way

2 © 2008 Nokia

The Challenge: We Adopt Before We Integrate...Adopting technologies before we have the opportunity to integrate them

VS

... And Building Social Capital Takes TimeCultivating social capital

VS

Meeting the Challenge: A Dynamic StrategyCreating relevant and unique content to meet influencers where they are

VSVS

Meeting the challenge : Promoting DialougeJoining conversations rather than delivering messages

VS

Meeting the challenge: Collaborating

Crossing functional boundaries

VSVS

Social Media Communications @ NokiaEncourage adoption through promoting

internal social mediaWork cross-functionally by engaging

network of international contacts and relationships

Incorporate social media into existing practices by contributing toproduct and service pannouncements

Help promote usage and understanding by providing consultancy andby providing consultancy and outreach about the social media space

Nokia Infopedia

Nokia – Infopedia-Nokia Infopedia-Wikipedia for Nokia internal use. P id h tProvides short explanations for items and links to related information inside and outside NokiaNokia.

BlogHub

Presents all internal blog content in one gplace and gives employees access to what people inside thewhat people inside the company are talking about.

Nokia Conversations

People, places p pand thoughts: the stories behind the

th t inews: the stories behind the news.

Ill t t l lifIllustrates real-life benefits.

Video Hub

Nokia Internal video sharing serviceg

• Upload, view, discuss and rate videos.

• Embed videos from video up on other intranet pages internalintranet pages, internal blogs or project pages.

Case Study: Nokia Tweet Up at SXSW

Goal: Make a lasting impression, let social media influencers get to knowsocial media influencers get to know Nokia, create maximum impact on a minimal budget.Tactic: Tweet UpsTactic: Tweet UpsResult: Total twitter audience of 300K+

Case Study: Blogger Test Center Tour

Goal: Highlight unique Nokia manufacturing process emphasize product quality buildprocess, emphasize product quality, build relationships, provide compelling blog content and have fun!Tactic: Facilitate test center tours forTactic: Facilitate test center tours for bloggers in two countries.Result: Test center story published in leading blogs, including Gizmodo, g g gTechCrunch, BBC Online, etc. Online Reach (video and story) = audience of 500,000

Continuous ImprovementImprovement

• Fosters integration as well as adoptionp

• Enables flexible goals and a strategy that can evolve

• Promotes consistent monitoring and dialogue

• Increases productivity d• Increases productivity and knowledge sharing

• Increases commitment to Nokia goals, by advancing common and new ideas

• Increases customer satisfactionIncreases customer satisfaction

Thank you!

© 2008 Nokia Nokia Conversations - brief.ppt / 2008-07-04 / CSc

Company Confidential

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Thanks to…• http://www.flickr.com/photos/red_devil/sets/• http://www.flickr.com/photos/ukaaa/

How Big Companies Use Social Media

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