By Nick Johnson - November 5th, 2010
Hi everyone, In the build up to the Corporate Social Media Summit in London in a couple of weeks, I'll be releasing a series of short interviews with key speakers at the event. The first is with Ju...
In the build up to the Corporate Social Media Summit in London in a couple of weeks, I'll be releasing a series of short interviews with key speakers at the event. The first is with Jussi-Pekka Erkkola, who is Global Head of Social Media strategy at the Finnish phone giant Nokia. You can see more below. I'm sure we'd both appreciate any feedback you've got!
Give us a quick overview on how your company is using social media to enhance your marketing and communications
Nokia is all about connecting people. We help our customer to connect each other with the devices and services we provide. We also want build relationship with our customers and we are present and take part into discussions on our owned presences and outside. We also encourage our employees to be active online and participate in relevant discussions.
What is your aim with your company’s social media strategy?
Our aim is to support our business strategy with our social media related activities. Nokia is all about connecting people. We want to enable the usage of social media and also serve our customer better online and build relationship with all of our stakeholders.
What’s your opinion on the search for a £-based ROI on social media? Can it be achieved? How?
You need measure the effectiveness of all the social media activities and cross reference different data point to show your results. But at the same time it is hard to put monetary value for the relationships you are building. I’m not even sure if you should. But you can follow the ROI at least with more tactical level social media activities, e.g. preorders through social channels, time to market, cost per contact for online customer service.
What’s the most successful piece of social-media based marketing/comms you’ve done? Why do you think it worked so well?
We see social media as combination of our continuous and ongoing community activities across the web. Some of these are brand driven, some driven by our employees and some of them by our fans and advocates. We have managed to build quite successful, responsive and engaging online presence through our different blogs, support discussion forums, social media presences and activities like Nokia Beta Labs and we are actively in contact with Nokia related communities.
What’s the one piece of advice you would give to a peer who has just been assigned responsibility for their company’s social media strategy?
Keep it simple, understand your business goals, strategy and culture, start internally, empower your colleagues and get your C-level management buy in.
What’s next in corporate social media? Are there any interesting developments on the horizon?
I see that social will become an important part businesses and impact the ways businesses are designed and managed.