Social Media Strategy forCorporate Responsibility
Final Presentation – May 6th, 2009Champa Gujjanudu, Saket Misra
Background:Corporate Responsibility (CR) agenda is framed around the Nokia Values and is carried out in all
aspects of work to ensure customer satisfaction and respect, and also to assist us in embracing renewal and striving for achievement. By striving to include all members of Nokia’s community in this process, we are demonstrating our overall commitment to the belief that responsibility is everybody’s business. Community Involvement is a critical part of Nokia’s CR
strategy for stakeholder engagement.
Objectives:Help Nokia research Web 2.0 technology for the promotion and
messaging of existing Community Involvement initiatives
Project Overview
1. Research Social Media Technology Opportunities• Existing Social Media Technology Initiatives at Nokia• Interviews with Nokia participants• Primary research on various social media platforms suited for Nokia 2. Develop an evaluation Framework• Developing a framework for evaluating the efficacy of various tools • Identification of factors required for success and challenges
3. Application of Framework for Opportunity Assessment • Assessment of sample tools (up to 3) using the framework• Case studies of 1-2 best practices for tool usage
4. High-level recommendations on how Nokia should proceed• Assessment of key drivers for Nokia• High-level ideas on how Nokia can proceed based on current state capabilities
Our Approach
Community Involvement Objectives
Nokia is committed to enhancing the quality of life around the world through strategic partnerships, sponsored programs and corporate giving
The Time Is Right
Nokia has made huge investments in long term corporate responsibility initiatives focused on empowering and engaging community stakeholders
It’s time to leverage these investments through innovative communication platforms that are aligned with core Nokia values
Web 2.0 is the innovation platform
Web 2.0 is a platform that allows users to engage, communicate, connect and be empowered
Embrace the power of the web to harness collective intelligence
Build on the network effect of user contribution to market brand
Certain classes of core data are up for ownership - location, identity, identifiers and namespaces
Enable companies to leverage competitive advantage
The key to competitive advantage in internet applications is the extent to which users add their own data to that which you provide
Community based on openness and sharing of technology & features
Lightweight user interfaces, development models, business models
Services, not packaged software, with cost-effective scalability
Why should we care?
Companies are increasingly using Web 2.0 tools to communicate with key stakeholders including employees and most importantly customers
About one-fifth of companies using Web 2.0 tools to interface with customers say they are using blogs to improve customer service or solicit customer feedback
Social Media Trends
88% of businesses indicated they were employing social media for marketing purposes
A significant 72% of marketers have either just started or have been using social media for only a few months
64% of marketers are using social media for 5 hours or more each week and 39% for 10 or more hours weekly
Experience Curve: People who use the tools for a longer period of time end up wanting to use it more
Those working for a business are twice as likely as business owners to be committing 20+ hours a week to social media
Nearly all marketers spending 6+ hours a week on social media marketing found exceptionally positive results
*Source: SOCIAL MEDIAMARKETING INDUSTRY REPORT - How Marketers Are Using Social Media to Grow Their Businesses MA R C H 2 0 0 9, B Y M I C H A E L A . S T E L Z N E R
Commonly used tools (% percent)
*Source: SOCIAL MEDIAMARKETING INDUSTRY REPORT - How Marketers Are Using Social Media to Grow Their Businesses MA R C H 2 0 0 9, B Y M I C H A E L A . S T E L Z N E R
Social Media Trends
Benefits of social media (% percent)
Age group using social media tools (% percent)
Nokia Current State
Great opportunity to bring your core competencies together
+
Innovative Community Involvement Initiatives
Foresight in using Web 2.0 technology for product marketing
Future tools matter for Nokia
Nokia has a very active community that is quite adept at using the following beginner and intermediate Web 2.0 tools
There exists a great opportunity to capitalize on this in order to engage stakeholders around corporate responsibility initiatives
Social NetworksBlogs Online Video
Wikis, web forums
RSS
Most active Web 2.0 tool
Primarily used for product marketing
Some CR usage e.g. Nokiaconversations
Relatively new at using this tool
No CR usage
Primarily used for product marketing
Very popular product page on Facebook.com
Very active on wiki and web forums
No CR usage
Primarily used for product discussion
Very popular wikiwiki.forum.nokia.com
Focused on mobile video platform and streaming video
No CR usage
Primarily used for product marketinge.g. Nokia video featuring Bruce Li
Successfully integrated in Nokiawebsites & blogs
Some CR usage
Great opportunity to build on this further
Further…
Experience with Web 2.0 tools and presence of large millennial employee and customer base could provide Nokia an innovative head start with newer tools
“In the moment” blogging encouraged by platforms allowing users to succinctly express themselves on topical issues
ExamplesTwitter, Jotter,
Microblogging Mashups Virtual worlds Social commerce
Mashups combine data from multiple sources into a single integrated tool.
Examples: Google Maps – use of map data to add location info on Craigslist postings, GreenMap
Computer simulations to let users explore and manipulate a modeled scenario or environment.
Examples: Second Life,
A subset of Ecommerce in which the main element is the involvement of a customer in the marketing of products being sold (e.g. recommendations and comments from customers)
Examples:MyStarbucksIdea
Criteria for Nokia
Use mobile technology to provide access to knowledge
Invest in programs that reflect social impact values
Enable mobile data collection for knowledge sharing
Bridge communication gap across global communities
Evaluation Criteria
Ease of Implementation
Ease with which the idea can be implemented and put into action
Ability to leverage Nokia products
Ability to be integrated with Nokia products to provide better business value
Ability to address issue areas for Nokia
Ability to address key issues areas: Health, Education, International Development
Impact Ability to assess wide ranging impact for Community Involvement
Ability to engage key stakeholders
Ability to engage important stakeholders
Time horizon Time horizon within which idea can be implemented and put into action
Degree of spread Degree of spread for the idea: domestic/regional appeal vs. global
In evaluating the list of potential tool usage we considered the following criteria for selection based on Nokia’s Community Involvement objectives
Short list of proposed ideas
Idea Ease of Implementation
Ability to leverage Nokia
products
Ability to address focus
areas for Nokia
Impact Ability to engage key
stakeholdersTime horizon Degree of
spread
CSR Portal
Nokia Knowledge
Banks
Nokia Community
Vision
Nokia Community
Facebook for Nokia
ConnectTweet
Low Medium High
1. Integrated CSR Portal: Nokia Cares
Employees
Blogs
An integrated CSR portal that provides employees with a one stop shop for important CR initiatives incorporated with social media tools such as:
Mentor Match: Includes a mentor matching tool that allows employees to connect with youth action net social entrepreneurs to help with them projects either individually or in teams
Connect Causes: Integrate a Facebook application that enables employees to select their charities and make donations, also able to track donations
Donor of the month: Profile employees who make the most contributions on a monthly basis
Employee insights: Include a forum for employees to comment on Nokia CR programs and also generate new ideas
Twitter Updates: Create specific Twitter accounts that raise key issues with Nokia CR initiatives. Allow employees to participate in that discussion and include a filtered list of their tweets on the intranet
RSS Feeds
1. Integrated CSR Portal: Nokia Cares
List of charities supported by
employees and featured
employee donor
Employees share their
thoughts and opinions on Community Involvement
programs
Mentoring opportunities
to engage employees with social
entrepreneurs
2. Wiki:Nokia Knowledge Banks
Depending upon the program using wiki, the target audience can be employees, partner organizations or end users/beneficiaries such as students and teachers.
Wiki along with videos to enrich content. Wikis can be hosted on third party platforms “ like HP community wiki on WetPaint” or by Nokia itself like “Forum Nokia Wiki “
Multiple wikis can be created to serve as platforms for knowledge sharing on different focus areas e.g. use of digital and mobile technologies to facilitate learning, education etc.
Mobile Learning Institute Leadership Summit Series An exclusive wiki is especially useful since the program requires sharing of ideas, experiences and expertise among a large body of experts.
Partners can post specific challenges faced by them and invite suggestions from other experts .
Can be used to flag new ideas and innovations.
Make a Connection through Art:
Expert tips and lessons can be uploaded in form of videos.
It may provide details of craft (e.g. how to join pieces of glass) associated with art. Students can ask questions to be answered by experts.
2. Wiki:Nokia Knowledge Banks
•Get Creative with Michael
Education Experts at the Mobile Learning Institute Innovation Centers
Case Studies of targeted educational programs
3. Video: Nokia Community Vision
Employees, partners, beneficiaries, customers
Videos hosted on YouTube by a dedicated account NokiaCommunityVision, much along the lines of NokiaConversations on You Tube. Same Videos can be linked with other platforms such as Facebook, Blogs and Wikis.
Similar to Nokia Video Hub but focused on Community Involvement
Sources of Videos Videos made by Nokia through professional ad agencies. Citizen journalism: Employees/volunteers from program locations can
upload videos through their Nokia phones providing clearer description of problems/achievements.
Nokia specific videos from partner organizations can be put at one place through this account.
Online video platforms can also be utilized to help specific Nokia Community Programs such as:
• Watsonville/Pajaro Valley Education Programs: Students learning English as second language can upload videos of their speeches and receive feedback from peers and experts.
• Directors of Change and BUMP programs: Participants from the two programs can work together to create and upload music videos, taping the creative talents of students.
3. Video:Nokia Community Vision
Maria finds a mentor to help her with English
as part of the Watson Valley
Program
Nokia’s Free the Children
Campaign finds new
supporters
4. External Blog:Nokia Community
Employees, partners, customers, beneficiaries, general population
Blogs
RSS Feeds
An external blog for Nokia Community should be included as a separate category on NokiaConversations. (Similar to “Yahoo! For Good‘ on Yahoo Corporate Blog)
Contribution to the blog would come from Nokia CSR managers, project leads from partner nonprofits, Nokia employees and screened content from internal Nokia CSR portal.
Blog being collective would ease the pressure on individual contributors to write every week.
Internal Nokia CSR portal would serve as reservoir, screened content from which can be directed to feed the blog during times of lean individual contributions.
External NGO partners talking about Nokia community work would have greater credibility, contributing to brand image.
4. External BlogNokia Community
Part of Nokia Conversations Blog based on
Community Involvement
blogging
5. Facebook:Facebook for Nokia
Employees
Customers
A Nokia branded Facebook platform that is particularly accessible through Nokia devices and a collection of Facebook applications such as:
Nokia: A Facebook app that actually allows people to buy Nokia products (e.g. Zappos) and in turn there is a cause related messaging (e.g. Product Red). This purchase automatically updates the profile of the customer and indicates the cause they supported by their purchase
Loyalty Program: Can also incorporate a loyalty program associated with it the cause related purchasing that is added to the customer’s profile
Helping Hands: Nokia branded Facebook application that tracks volunteer opportunities within the organizations supported by Nokia and updates the user’s profile with their participation information
Partners
5. Facebook: Facebook for Nokia
Nokia
About Helping Hands
Facebook application version of
Nokia Helping Hands
6. Twitter:Connect Tweet
Employees
Customers
Intranet
Twitter lends itself as a viable candidate given its affinity and ease of use with mobile technology.. Focus on awareness of key issues and promoting Community Involvement programs along with activities such as:
Generate Interest: Point out interesting things in your space. Share links to neat things in your community. Respond to questions/queries raised by users
Ask for Help: Ask open ended questions and engage users in providing ideas/solutions.
Integrate with wiki: Filter important suggestions from users and incorporate into Community Involvement wiki. Provide recognition to the contributor within the Twitter community
Twitter friendly tools: Use tools such as TweetDeck or Twhirl to filter and focus on important conversations
Nokia Twestivals: Create issue based twestivals that focuses on a critical challenge and tracks progress, engaging a wider community of users including partner organizations and NGOs
Blog
Partners
NGOs
6. Twitter:Connect Tweet
Tweet about the program
Get the community engaged and
provide information
about initiative
Twestival focused on Nokia’s launch of Education Delivery in
Ethiopia
Roadmap for Recommendations
SHORT-TERM(first 3 months)
CSR Portal Encourage employees to blog on
Community Involvement issues Identify existing portal capabilities Survey employees to
gauge participation Gauge interest for Mentor Match/Donor
of the Month Online Video
Create a Nokia Community Vision YouTube account
Post sample videos and create a forum for people to provide feedback
Nokia Facebook Create Nokia Community Facebook
group focused on engaging employees Nokia Twitter
Identify organizational opportunities/challenges for Twitter use
MEDIUM-TERM(6-9 months)
LONG-TERM(12-24 months)
CSR Portal Initiate Employee Insights program
requesting their participation Implement Mentor Match/Donor of the
Month Gauge interest for Connect Causes
Nokia Knowledge Banks Work with partners such as Nokia Data
Gathering to identify wiki opportunities Create program specific wikis such as
Mobile Learning Institute Summit Twitter
Create a few program based accounts on Twittere.g.. Education Delivery
Engage interested employees to tweet on issue areas
Monitor quality of interaction Nokia Community (Ext Blog)
Encourage Community Involvement blogging on Nokia Conversations
Enable employees to blog at work Measure participation
CSR Portal Bring Community Involvement tools
into a single location Launch an internal CSR Portal
Nokia Knowledge Banks Fully integrated wiki for Nokia
Community Initiatives, promoting cross flow of ideas among different community programs.
Nokia Facebook Nokia Facebook interface which
provides information on CSR Facebook applications focused on
existing Nokia programs – e.g. Nokia Helping Hands
Twitter Identify a Twitter strategy for Nokia –
e.g. encourage partners to start Twestivals
Incorporate SMS updates
In Conclusion: Critical Success Factors
The following factors play a critical role in the success of any of the proposed Web 2.0 recommendations for Community Involvement
Ultimately, work toward the day when there is a Community Involvement ecosystem built around Web 2.0 tools with consistent and transparent messaging
Strategic Framework for Evaluation
Given the wide array of Web 2.0 tools available, it’s critical to evaluate their use in the context of specific business needs and objectives
USER PARTICIPATION
AFFORDABILITY
BUSINESS VALUE
EASE OF ADOPTION
Includes evaluation criteria addressing the cost and technology factors of implementing the tools
Includes evaluation criteria that enables greater user
participation such as unique features and
interactivity
Includes criteria addressing ease ofadoption such as mass appeal and accessibility
Includes criteria that adds value to
core business activitiessuch as information
gathering potential and customer connectivity
Framework Components
Data gatheringpotential
Tools that allow companies to learn more about stakeholders will provide more opportunities to engage stakeholders in a way that competitors cannot imitate
Components Description Rating
A break down of each of the components under the framework is described blow along with the ratings used for evaluation
Relationship building potential
Tools that allow companies to engage in a dialogue with stakeholders provide better business value and insight
Mass appeal Some tools require users to have access to specific applications (e.g. social media sites) while others are accessible by anyone on any machine (e.g. blogs).
Info pushed by company Users have some control Users have full control
Ease of implementation
The ease with which the tool can be integrated with traditional stakeholder engagement tools.
Tool radically different Somewhat different Transition to tool is easy
and seamless
No data gathering feature Some data collected Data gathering provides
competitive advantage
No relationships built Builds loose relationships Fosters community bond
Momentum/Growth Rate
Tools with a potential for gaining momentum with stakeholders will allow greater growth opportunities
No momentum for tool Some hype and growth Tool here to stay
Leading edge Tools which are considered leading edge enable companies to gain first mover competitive advantage
“old technology” Still generating buzz Never been done before
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Framework Components
Components Description Rating
Development Level of investment and effort required for developing the tool e.g. availability of APIs help faster development
Implementation Level of investment and effort required for set-up and implementation
Maintenance Level of effort required for ongoing tool usage
Interactivity The degree to which tool allows users to interact and participate. Passive tools allow less user interactivity
Info pushed by company Users have some control Users have full control
Stickiness Once a user is engaged, they are reluctant to disengage No user engagement Some user engagement Heavy user engagement
Info pushed by company Users have some control Users have full control
Long range investment Moderate investment Low investment tool
Heavy involvement Mostly user driven Completely user driven
AF
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Tool Evaluation: Blogs
35
5
5
10
3
9
9
5
5
9
0
2
4
6
8
10Interactivity
Stickiness
Data gathering potential
Relationship potential
Momentum
Leading edgeMass appeal
Ease of Implementation
Development
Implementation
Maintenance
Most used by: All ages All demographics – one of the few tools that older and less tech savvy individuals are comfortable using
Most used by: All ages All demographics – one of the few tools that older and less tech savvy individuals are comfortable using
Top 3 Considerations:
1.Needs regular updates
2.Get customers to participate
3.Content needs to be current and engaging
Top 3 Considerations:
1.Needs regular updates
2.Get customers to participate
3.Content needs to be current and engaging
Not recommended for: Replacing CSR reports Toting “the company line” – this will be seen as inauthentic and will alienate readers
Not recommended for: Replacing CSR reports Toting “the company line” – this will be seen as inauthentic and will alienate readers
Best used for: Progress updates on key issuesCommenting on pressing issues
Best used for: Progress updates on key issuesCommenting on pressing issues
xDegree of corporate control
Low High
AFFORDABILITY
EASE OF ADOPTION
USER PARTICIPATION
BUSINESS VALUE
Weblogs (blogs) have the ability to be transformed into active dialogue forums due to the interaction with customers through comments & feedback
1. Blogs Best Practice: CSR @Intel
• Why: Intel wanted to facilitate a more transparent, open dialogue between it’s CSR leadership team and stakeholders. The blog authors hope to offer an inside perspective on Intel’s CSR efforts.
• What: A frequently updated blog featuring posts from Intel’s CSR team, partners and other high-level executives. CSR@Intel uses text, video, images, feeds and social bookmarking (tagging) to communicate its CSR thoughts.
• Key Successes: o Leverage brand identity to engage in CSR and Social Impact discussionso Showcases customer feedback on Intel’s community effortso Engages in an authentic discussion with the wider stakeholder community
Similar Examples:• WholeFoods – Whole Story
• Sun Microsystems – EcoNotes
• Starbucks – Ideas in Action
• Seventh Generation – 7Gen Blog
2. Blogs Best Practice: 7Gen Blog
• Why: Seventh Generation, Inc. a leading manufacturer of eco-friendly cleaning and personal care products, wanted to set up an interactive platform for sharing the vision of company leadership and promote customer loyalty.
• What: A frequently updated blog featuring posts from the CEO and other employees. Enables users to create profiles, avail discount coupons, suggest new products and ask questions. Contains links to company pages on different social networking sites.
• Key Successes: o Personalized connection between the visionary CEO and stakeholderso Enabled company to reaffirm the veracity of its sustainability initiativeso Resulted in community of 13,000 users endorsing company products
Similar Examples:• WholeFoods – Whole Story
• Sun Microsystems – EcoNotes
• Starbucks – Ideas in Action
7
5
7
5
755
7
7
7
5
0
2
4
6
8Interactivity
Stickiness
Data gathering potential
Relationship potential
Momentum
Leading edgeMass appeal
Ease of Implementation
Development
Implementation
Maintenance
Tool Evaluation: Social Networks
Most used by: Young Adults (18 – 24 yr olds) – nearly 44% use itIncreasing number of adult respondents (nearly 43%) Desire driven by a need to express one’s self in new and creative ways, to larger audiences
Most used by: Young Adults (18 – 24 yr olds) – nearly 44% use itIncreasing number of adult respondents (nearly 43%) Desire driven by a need to express one’s self in new and creative ways, to larger audiences
Top 3 Considerations:
1.Need to establish credibility
2.Be willing to accept criticism
3.Engage in a highly targeted discussion
Top 3 Considerations:
1.Need to establish credibility
2.Be willing to accept criticism
3.Engage in a highly targeted discussion
Not recommended for: Product reviews Resistance towards listening to and even publicizing the voice of the customer are more likely to lose customers and brand equity
Not recommended for: Product reviews Resistance towards listening to and even publicizing the voice of the customer are more likely to lose customers and brand equity
Best used for:Directly interact with and study current and potential customersLink people who believe in common causes & issues
Best used for:Directly interact with and study current and potential customersLink people who believe in common causes & issues
xDegree of corporate control
Low High
AFFORDABILITY
EASE OF ADOPTION
USER PARTICIPATION
BUSINESS VALUE
Social Networks are increasingly providing people with a way to interact directly with companies and engage in a real dialogue
1. Social Networks Best Practice: WholeFoods on Facebook
• Why: WholeFoods wanted set up a real identity on the social media space to engage in dialogue with their customers and utilize the product marketing benefits of Facebook advertising
• What: A frequently updated Facebook page featuring product discount coupons, links to important stories on the WholeFoods blog and corporate giving initiatives, plugs for social impact events and podcasts
• Key Successes: o Well done Facebook page that provides utility for the customer baseo Group messages are signed by an actual person who works at Whole Foods and who often
comments in an official capacity on the corporate blog.o Did not try to make this into a sales channel, instead included product discount coupons
Similar Examples:•Zappos Application on Facebook
2. Social Networks Best Practice: Greenpeace on Facebook• Why: Greenpeace International wanted to use social media for campaigning on a variety of issues
concerning environment and involve volunteers all over the world.• What: A frequently updated Facebook page featuring news feeds, discussion boards, small notes,
videos and take action items which lead user to action pages on Greenpeace website. Also contains links to pages of Greenpeace branches in different countries.
• Key Successes: o A vibrant community of 222,514 fans. It's easy to see how many people join and participate in
Greenpeace campaigns via these sites. o Enables users to raise questions which are answered by Greenpeace personnel.o Active participation of fans through discussions, comments and and feedback.
Similar Examples:•National Public Radio (NPR) on Facebook
55
7
8
9
89
3
3
3
6
0
2
4
6
8
10Interactivity
Stickiness
Data gathering potential
Relationship potential
Momentum
Leading edgeMass appeal
Ease of Implementation
Development
Implementation
Maintenance
Tool Evaluation: Wiki
Most used by: Employees, committed customers, stakeholders willing to share their knowledge or looking for specific information.All age groups depending on the topic.
Most used by: Employees, committed customers, stakeholders willing to share their knowledge or looking for specific information.All age groups depending on the topic.
Top 3 Considerations:
1.Trust in the expertise and good intents of contributors.
2.Generating traffic and motivating contributors
3.Organizing/editing information
Top 3 Considerations:
1.Trust in the expertise and good intents of contributors.
2.Generating traffic and motivating contributors
3.Organizing/editing information
Not recommended for:Public wikis are not recommended for discuss ing issues internal to the companyApplications where accuracy of information is critical
Not recommended for:Public wikis are not recommended for discuss ing issues internal to the companyApplications where accuracy of information is critical
Best used for:Gathering knowledge (not just feedback) from multiple community stakeholdersEstablishing credibility within a wider audience to engage in dialogue
Best used for:Gathering knowledge (not just feedback) from multiple community stakeholdersEstablishing credibility within a wider audience to engage in dialogue
xDegree of corporate control
Low High
AFFORDABILITY
EASE OF ADOPTION
USER PARTICIPATION
BUSINESS VALUE
Wikis are used as collaborative tools t for customer relationship management and partnership platforms for sharing information. Additional relevance since Nokia is
a pioneer in the use of corporate wikis
1. Wiki Best Practice: The HP Community Wiki
• Why: HP's U.S. Imaging and Printing Group wanted to ensure long-term loyalty, value, satisfaction, and incremental revenue through direct social relationship of customers with the brand.
• What: A frequently updated Wiki featuring tips on printing photos, spreadsheets, printing on fabric and other printing applications for home, small and medium office. Users can add or request specific categories of topics.
• Key Successes: o Highly interactive Wiki where users can add pages, videos, photos, or text. Has video tutorials on
using the wiki.o Site is administered by HP experts who have their profiles on Wiki (presenting human face of the
organization) like other users and can be reached by users with specific requests.o Unobtrusive links to HP deals and discounts for community members.
Similar Examples:•IBM’s Wiki Central•Wiki by Executive Travel Magazine
2 23
4
9
89
9
7
32
0
2
4
6
8
10Interactivity
Stickiness
Data gathering potential
Relationship potential
Momentum
Leading edgeMass appeal
Ease of Implementation
Development
Implementation
Maintenance
Tool Evaluation: Online Video
Most used by: 18-34 years.(80 percent of the 18-34 year olds watch online video) Social networking sites emerging as major platforms to direct traffic to online videos.
Most used by: 18-34 years.(80 percent of the 18-34 year olds watch online video) Social networking sites emerging as major platforms to direct traffic to online videos.
Top 3 Considerations:
1.Content needs to be engaging
2.Professional advertisers needed to make good quality videos.
3.Generate traffic
Top 3 Considerations:
1.Content needs to be engaging
2.Professional advertisers needed to make good quality videos.
3.Generate traffic
Not recommended for: Replacing text and data based communication. Using videos tools to advertise company products (in community involvement context).
Not recommended for: Replacing text and data based communication. Using videos tools to advertise company products (in community involvement context).
Best used for:Messages packed with emotional appeals.Enhancing the impact of other media such as blogs, social networks and wikis.
Best used for:Messages packed with emotional appeals.Enhancing the impact of other media such as blogs, social networks and wikis.
xDegree of corporate control
Low High
AFFORDABILITY
EASE OF ADOPTION
USER PARTICIPATION
BUSINESS VALUE
Viral video campaigns on internet and mobiles are powerful tools to grab audience attention, raise awareness and motivate participation
1. Online Video Best Practice:Häagen-Dazs Loves Honey Bees
• Why: Dreyer’s, the maker of Häagen-Dazs ice cream, adopted the cause of disappearing honey bees because of its direct impact on its product. Many Häagen-Dazs flavors contain ingredients pollinated by honey bees
• What: The company used a web video called "Bee-Boy Dance Crew," featuring a hip-hop interpretation of the "dance" a bee performs for its hive mates
• Key Successes: o Relevance to a major cause and youthful style built instant connection with young audience.o The video garnered over two million web views, enthusiastic user feedback, 11,000 discussion
sessions on mainstream media outlets, blogs, forums, and online social networks. Traffic to the Häagen-Dazs www.helpthehoneybees.com micro site spiked
o Passion about the cause transformed into passion about the brand
Similar Examples:•Pedigree adoption commercials.
1. Online Video Best Practice:Häagen-Dazs Loves Honey Bees
http://www.youtube.com/watch?v=OPpLUQEObhA
Potential Ideas for Nokia
Idea Web 2.0 Tool(s) Description Target
Audience
Integrated CSR Portal
• Blogs • Intranet• Internet• Social Networking
Apps
• Set up a CSR blog to allow employees within all levels of the organization to share their thoughts
• Link blog to existing intranet and other social networking tools that employees use actively
• Blog will also have an external facing component with a dedicated team of contributors including partner organizations
• Employees• Management
Mentor Match
• Blog• Twitter• Intranet
• Let employees organize themselves in teams and adopt a Nokia (Youth Action Net) fellow as a project they mentor
• Track project challenges, success and outcomes on Twitter app integrated on Nokia blog
• Employees• Customers• Partners
Connect Causes
• Facebook App• Blogs• Intranet
• A Nokia branded Facebook application that connects Nokia partnered NGOs/Charities to potential volunteers in their local area
• This could be hosted on Nokia’s Facebook page or also integrated within their CSR blog/intranet
• Employees• Customers• Partners• Community
Nokia Twestival
• Twitter• Blogs• Intranet
• Themed Nokia Twestivals focused on mobilising the wireless user community through SMS inputs from Twitter
• Others can track this through the CSR portal• Sample topics: Partner with Blue Planet Run to identify information
delivery challenges associated with water projects• Monitor Nokia’s Free the Children – school buidling projects using
Twitter e.g. http://www.charitywater.org/twestival/
• Employees• Customers• Community
Idea Web 2.0 Tool(s) Description Target
Audience
Charity Quest
• Facebook• Intranet
• Nokia currently sponsors an internal employee donation matching program and there is an extensive list of charity Facebook profiles
• Nokia themed Facebook app that allows employees to donate to a specific cause or organization and track their progress via Facebook
• Employees• Management
Nokia- Facebook
• Facebook• Mobile
• A Nokia branded mobile Facebook interface that’s feature rich and allows tracking of key Nokia programs and initiatives
• Opportunity to brand and partner with a key player in the social media space
• Employees• Customers• Partners
Nokia Education Delivery
• Blogs• Intranet
• Nokia has Educational Delivery software that can be used to share ANY kind of content
• Explore an opportunity to facilitate knowledge sharing by partnering with education providers for technology education content in different parts of the world where Nokia has a presence
• Customers• Community
Nokia Knowledge
Bank
• Twitter• Blogs• Citizen
Journalism
• Nokia has a social entrepreneurship fellowship program with Youth Action Net • A big challenge for this program is knowledge sharing and access to expert
knowledge. Nokia could initiate a knowledge sharing program that allows entrepreneurs or subject matter experts or people at the grass roots issue level to submit their findings via Twitter
• The findings can then probably be fed into a wiki like application in order for it to be synthesized and presented in a logical manner
• The wiki could also be embedded within the Nokia portal and also the knowledge could be shared with top educational institutions for Nokia to gain more brand share
• Employees• Customers• Community
Potential Ideas for Nokia
Idea Web 2.0 Tool(s) Description Target
Audience
Nokia Vision
• Facebook• Intranet• Citizen
Journalism
• Nokia has a huge online video presence which again is conducive to the mobile technology interface
• Let chosen citizen journalists (from various parts of the world where the Nokia
• Nokia can partner with online video website such as YouTube or even use their corporate blog to broadcast these videos
• Employees• Management
Nokia Facebook
Application
• Facebook • Intranet
• Some type of zappos like Facebook app that actually allows people to buy Nokia products and in turn there is a product Red like messaging associated with it
Potential Partnerships
Nokia- NetHope
• TBD• NetHope is a nonprofit IT consortium of leading international NGOs
serving tens of millions of endbeneficiaries each year in 150+ countries . Members include: Intel, Microsoft, Cisco
• Employees• Customers• Partners
Nokia- California
• TBD• Nokia has a HUGE presence in CA. 40% of their North American
workforce is based out of Mountain View. There is opportunity for leveraging this huge employee base in a CA specific initiative
• Employees• Customers• Partners
Nokia- Yahoo
• Facebook• Mobile
• Yahoo’s Mobile Business Unit is undergoing strategic change in direction and is really committed to innovation, potential opportunity for Nokia
• Employees• Customers
Potential Ideas for Nokia