1. BSI Social Media at Nokia: From Broadcast to Conversation
Marketing 2.0 Conference, Paris 2008

2. Join the conversation
MARKETING 2.0 CONFERENCE
www.marketing2conference.com

3. Social Media @
Nokia
From broadcast to conversation
Company Confidential
1 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM

4. What we do
Our role is to deliver responsible and effective corporate messages
in a series of new environments.
We will have to speak for Nokia,
but never sound corporate.
We will have to manage the incompatible rules
of corporate communications and blog etiquette.
All this we will learn how to do
live, real-time, in the public eye.
2 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM

5. How we do this
1. Encourage internal social media –
the real voice of the company
2. Relate to the external social
media on behalf of Nokia
3. Build a network of international
contacts and relationships
4. Contribute to product and service
announcements
5. Provide consultancy and
outreach about the social media
space
3 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM

6. History of social media in Nokia
2003 2004 2005 2006 2007 2008 Next
March
Social Text wiki January
created by Insight Nokia 2.0 seminar January
Infopedia is launched
and Foresight in NVO June Day 1 videos
March
January OPK's blog launched Groupware blog
Testing of VideoHub
NBlog is launched Forum Nokia blogs migrated to NBlog
InternalWiki begins launched to
launched InternalWiki becomes
25 Nwiki users Rebranding of allow employees
August standard wiki
February NServices and tools to upload and
NPlanet launched by platform
March to IntoServices, etc. share short
50 Nwiki users
Søren Henssel- SocialText wiki videos
First Nokia work- April
March Rasmussento ramped down
related blog post - by Nokia Beta Labs Internal blogs
Christian Lindholm Internal Bloggers aggregate internal Nokia Sphere is migrated to
portal channel open blog content launched publicly
MediaWiki set about Lifeblog launched upgraded
November on intranet September May platform
up Nokia People Network
NWiki is launched as Groupware blog is SIS Amnesty Day to Nokia Way Jam established BlogHub
unofficial internal wiki launched kick of Alpha Labs September launched to
February
platform 25 wikis hosted November 3m hits a month of aggregate all
870 blogs created
77 blog posts internal blogs and blog content
NewsHub allows since 2005 (264
10 active blogs commenting to wikis inactive) WidSets
articles 300 internal blogs provides mobile
30 blog accounts 37,887 posts and
intranet access
May Nokia 2.0 mailing list 6000 users of nokia 14,280 comments
established wikis Social
Blogging seminar 64 avg. posts/blogs Phonebook
ChatBoard is used at Hubcast podcast
November 26 avg.
OkGo Conference as series kicked off
comments/blog
S60 blogs launched. a parallel Values photo contest
Wikis First posts by Jouni conversational
Blogs Juntunen, Tommi channel
Vilkamo, and Esa
Collaboration/Networking Erola
December
Videos, photos, audio Nokia Alpha Labs
launched internally
4 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM

7. Internal social media activities
• Contribute to and share Social Media
guidelines
• Build our BlogHub to aggregate internal blog
content
• Raise awareness of blogging
• Strengthen our internal blogging community
• Consult with Communications & Marketing
• Experiment with new ways of working, new
concepts in social media.
• Support Communications launch activities
• Contribute to the Employee Communications
technology roadmap
5 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM

8. Build Social media guidelines for our
employees
Internal Social Media tools
• Blog
• Wiki
• Infopedia (for comms)
• Photo sharing and rating tool
• Nokia Way Jam tool
• Discussion forums and
opt-in email lists
• Survey tools
• HR Jazz Cafe, Ask HR
• VideoHub
• ChatBoard
6 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM

9. Build an internal blog portal to:
• Provide a simple aggregated view
to the internal blogosphere
• Help opinions to surface,
not Emails & PowerPoints
• Help people to connect in a
non-linear way
• Encourage participants to go and publicly blog
• Help answer questions in employees’ minds
• Learn about blog dynamics in a safe environment
7 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM

10. BlogHub UI
1. Best rated 7. Live feed

posts 
8. How to..

9. Go to

10. Check
these posts

2. Most
commented posts

11. Check
these blogs
3. Top 
commenters

4. Recent
comments 
5. Video posts

6. Tag cloud
 8 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM

11. External social media activities
• Nokia Conversations allows us to
outreach (YouTube, Flickr, Share on Ovi etc.)
• Interact with the social media universe, blogs, podcasts, wiki’s, etc.
• We support Communications launch events
• Work with the internal team to raise key Nokia bloggers awareness
• Promote existing Nokia sites, blogs and on-line content
• Write the External Communications technology strategies & guidelines
9 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM

12. Nokia Conversations - Reasoning
Controlling this new media is impossible.
• The Web is fragmenting
• One message no longer fits all
• The Rise of Social Media - the users
are the message creators
We must participate in the conversation.
• Openly, honestly, and with respect
• Two-way, personal
• Listening without being defensive
• Wherever the conversations are, online and offline
Nokia Conversations helps our participation in this conversation,
making it easy for people to create more connections and have
more conversations.
10 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM

13. Nokia Conversations - Content
Sunday Supplement style
• Our own material
• To contribute to and jump-start the conversation
• Highlighting the best, going in-depth into
subjects for which we have no proper channel
to explore
• Tone = familiar stranger in the Nokia
neighborhood
What will it include?
• Launch announcements
• How to’s
• Stories & Opinions from internal blog portal
• External blog content and comment
• Nokia forum content
• Comment from existing blogs/journalists
11 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM

14. Company Confidential
© 2008 Nokia Nokia Conversations -Communications Training / March 3, 2008 / JM
Cutting Edge brief.ppt / 2008-07-04 / CSc
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/16 © 2008 Nokia

15. Complementarity
Nokia Conversations
•Stories, not statements.
Nokia.com/press •From around the Nokia
•Formal statements. neighborhood.
•Key announcements. •A dialogue.
•Formal reactions. •Listening and speaking.
•Tied to requirements for •A deeper discussion of
business. statements and reactions.
•The WORD, writ in stone. Nokia.com •Social Media Releases
•The baseline for all our •Marketing materials. •In<->Out.
statements. •Product and solution
•From Nokia. showcase.
•In->Out. •Product comparisons.
•Support.
•From Nokia.
•In->Out.
Company Confidential
© 2008 Nokia Nokia Conversations -Communications Training / March 3, 2008 / JM
Cutting Edge brief.ppt / 2008-07-04 / CSc
13 13
/16 © 2008 Nokia

16. The big picture
• Engage our staff
• Give people the chance to expand their
social spheres and become true networkers
• Increase productivity and internal
knowledge management
• Increase commitment to Nokia goals, by advancing
common and new ideas
• Increase customer satisfaction
• Become a true Internet company and a fun and attractive
place to work
14 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM

17. People want complete experiences
Web/service
Mobile
PC / Mac
15 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM

18. Share
Upload, share
& republish
My blog
16 © 2008 Nokia Cutting Edge Communications Training / March 3, 2008 / JM

19. Thank you!
Company Confidential
© 2008 Nokia Nokia Conversations -Communications Training / March 3, 2008 / JM
Cutting Edge brief.ppt / 2008-07-04 / CSc
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/16 © 2008 Nokia