Social Media Strategy for Corporate Responsibility Final Presentation – May 6th, 2009 Champa...

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

Ideas for Social Media Initiatives

1. Integrated CSR Portal: Nokia Cares

Employees

Blogs

Facebook

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

Twitter

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

Facebook

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

Twitter

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

APPENDIXTool Evaluation and

Best Practice Case Studies

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

BU

SIN

ES

S

VA

LU

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AS

E O

F

AD

OP

TIO

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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


Stickiness Once a user is engaged, they are reluctant to disengage No user engagement Some user engagement Heavy user engagement


Long range investment Moderate investment Low investment tool

Heavy involvement Mostly user driven Completely user driven

AF

FO

RD

AB

ILIT

YU

SE

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PA

RT

ICIP

AT

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Case Studies

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


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


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



Momentum



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


1.Need to establish credibility

2.Be willing to accept criticism

3.Engage in a highly targeted discussion


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


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



Momentum



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.


1.Trust in the expertise and good intents of contributors.

2.Generating traffic and motivating contributors

3.Organizing/editing information


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


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



Momentum



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.


1.Content needs to be engaging

2.Professional advertisers needed to make good quality videos.

3.Generate traffic


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.


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

Complete list of ideas generated

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


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


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


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



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


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


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


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


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