How Nokia Uses Social Media

This past weekend a few of us attended the CEMS Nordic Forum in Helsinki. Apart from being a great party and bonding experience, the forum also introduced us to a few new initiatives at Nokia.

The speakers, @jussipekka and @mingk, introduced to us how Nokia uses social media technology to build “bond fire”conversations externally with their clients and partners, and internally as an enterprise collaboration tool.

The first half of the presentation was about how Nokia uses SEM, SEO and SMO to engage their customers. With a strategic effort in social media optimization (SMO) they hope to build and strengthen the impact of earned media; ideally minimizing the need for bought media (SEM).

They continued by explaining that their Social Media Framework consisted of the following elements: a strategy (vision, goal, roadmap); enabling technology (listening, engagement); organization and governance (design and controls); and metrics (KPIs), and that to keep their Social Media activities “fresh” they actively aggregated, published, integrated and filtered the content.

The first half of the conference ended with an interesting presentation of a few case examples of how Nokia uses social media to engage their customers in the brand community and how their social media services help customers interact with each other in new ways:  Nokia Discussion, Nokia Beta Labs, Nokia Messaging, Ovi Maps, Nokia Blog, 50 branded Nokia Twitter accounts, and Nokia conversations on You Tube.

The second half of the conference was about how Nokia uses social media for internal communication and collaboration. With over 120 000 employees worldwide (includes Navteq & NSN), Nokia has recognized the power social media has to build cross border/cross functional relationships. Ultimately enabling greater collaboration, knowledge sharing and innovation.

@Mingk made an enthusiastic presentation of how Nokia’s new internal social media tools (Wikis, blogs, twitter, video-hub, micro-messaging, widgets etc.) act as a complement to traditional collaboration methods. Essentially because the SM tools enhance the idea of the “wisdom of crowds”. Ming gave the example of how today at Nokia it is common for someone in Helsinki to blog or Tweet about an idea for a project on the internal Nokia blog/Twitter platform and be connected with interested employees in India or elsewhere who can help develop the project and bring it to fruition. The project or idea not only gains quick cross border/functional participation but also becomes visible for others to follow and give comments.  Of course this could have happened if the employee in Helsinki had decided to send out a company wide email explaining the project idea, but this is unlikely to happen.

Ming further stressed her point by referring to Granovetter’s idea of weak ties (weak ties enable reaching populations and audiences that are not accessible via strong ties and give you the network you need to find ideas. Weak ties being those in the firm who work across the globe or  in a totally separate function, and strong ties being those who work in the same office or department) as well as the visibility and employee brand building advantages enterprise social media tools can give (basically a way to make your 20% idea brainstorming time more visible)

The conference ended with a discussion about the critical mass needed to make enterprise social media platforms valuable. The idea of the 90-9-1 rule was explained. The 90% representing those who only act as the audience for published content. Basically those that listen and read what is out there and ideally gain insight and inspiration that they then share through traditional collaboration tools. The 9% represents the editors: those that “comment”, “like”, “modify” and “re-tweet” the published content. Finally the 1% represents those that create or influence content. These are the content creators who write the blogs, tweets and Wikis that the other 99% read and edit. So in Nokia’s case, the 1200 employees create enough content for the 10 800 to comment on and 108 000 to read.

The discussion then wrapped up with a simple step by step guide to engaging in social media.

1. Listen: read the blogs, subscribe to an RSS through Google Reader, set up a Twitter account, download Foursquare.

2. Filter: put your RSS feeds into folders, create columns in your TweetDeck, put followers or connections in limited view or in groups, and most importantly: delete content you never read. Keep it relevant!

3. Contribute: become an editor. Start commenting, re-tweeting, modifying, liking and sharing

4. Create: become an influencer. Write bogs, tweets, Wikis, etc. Even if only to help you crystallize your thoughts and ideas; only in this case you allow others to help you develop your thoughts and ideas.

@mingk’s response to a comment about all these tools being just trends: ” … surely some social media platforms are just trends and will loose out in the end, but the concept of interaction and collaboration is definitely NOT a trend.”

It was a very interesting conference and I decided to share my thoughts and learning with all of you. I guess that makes me an “influencer” …

Andy over at Smartblog recently discussed how Nokia uses social media as well. Check it out HERE

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7 Responses to How Nokia Uses Social Media

  1. Riikka says:

    Thanks for sharing this Vanessa!

    For others: If you found this interesting, check also this slide set on how Nokia uses social media: http://www.slideshare.net/arjoensu/conversational-marketing-3314248 . Found the presentation a while ago, as it happens through @jussipekka’s tweet. 🙂

    The presentation also refers to SEO, SEM and SMO as own media, bought media and earned media. I was reminded of this division and the term own media this morning, when Pontus Bergdahl talked of private label media during his guest lecture. The article that he recommended can be found here: http://www.strategy-business.com/article/09215?gko=1d7bb

  2. Pingback: How Nokia Uses Social Media « SSE 4M | ItsSEO.com

  3. Vanessa Meyer says:

    Thanks Riikka,

    Ming also said she would be putting her slides up on slide share soon too. Ill follow up with her and let you know.

    @jussipekka also recommended this blog: http://www.web-strategist.com/blog/

    Enjoy!

  4. Ming Kwan says:

    Great post Vanessa! Am working on publishing the slides, just waiting for the appropriate approvals 🙂

    Just a quick clarification, the 120 k Nokia employees includes Navteq & NSN, Nokia proper is around 60k employees.

    Was great meeting all of you, it was a great group!

  5. Lisa Enckell says:

    Really interesting to read how Nokia is using social media!

    I read an article today about the difference between content and conversation and I guess that is what you are referring to a bit above. Kristin Heinonen internet strategist at Good Old, mean that a lot of companies have understood that they need to create a discussion with their customers and others online, but very few knows about what. It is not enough to discuss, you must also be able to create content yourself – like the 1% you mentioned. To become an influential company I think it is crucial to find out how to become an interesting content provider to the community.

  6. Vanessa Meyer says:

    Andy’s Answers: How Nokia explores new ideas in social media

    In her recent BlogWell presentation, Molly Schonthal explained how Nokia has created a culture that embraces social-media exploration.

    http://smartblogs.com/socialmedia/2010/07/28/andys-answers-how-nokia-explores-new-ideas-in-social-media/

  7. Pingback: The Social Job Hunt: Building your Online Brand and ‘Tweet’ your Way to a Great Career | SSE 4M

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