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Social Media Strategy for Corporate Responsibility. Final Presentation – May 6th, 2009 Champa Gujjanudu, Saket Misra . Project Overview. Background:

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social media strategy for corporate responsibility

Social Media Strategy forCorporate Responsibility

Final Presentation – May 6th, 2009Champa Gujjanudu, Saket Misra


Project Overview


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.


Help Nokia research Web 2.0 technology for the promotion and messaging of existing Community Involvement initiatives


Our Approach

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

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

Collective Intelligence

Collective Intelligence

  • 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

Data Collection

  • 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

Ease of programming


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


Social Media Trends

Benefits of social media (% percent)

Commonly used tools (% percent)

Age group using social media 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


Nokia Current State

Great opportunity to bring your core competencies together


Foresight in using Web 2.0 technology for product marketing

Innovative Community Involvement Initiatives


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


Wikis, web forums

Online Video

Social Networks


  • Successfully integrated in Nokiawebsites & blogs
  • Some CR usage
  • Great opportunity to build on this further
  • Very active on wiki and web forums
  • No CR usage
  • Primarily used for product discussion
  • Very popular
  • Focused on mobile video platform and streaming video
  • No CR usage
  • Primarily used for product marketinge.g. Nokia video featuring Bruce Li
  • Relatively new at using this tool
  • No CR usage
  • Primarily used for product marketing
  • Very popular product page on
  • Most active Web 2.0 tool
  • Primarily used for product marketing
  • Some CR usage e.g. Nokiaconversations

There exists a great opportunity to capitalize on this in order to engage stakeholders around corporate responsibility initiatives



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



Virtual worlds

Social commerce

  • Computer simulations to let users explore and manipulate a modeled scenario or environment.
  • Examples: Second Life,
  • 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
  • “In the moment” blogging encouraged by platforms allowing users to succinctly express themselves on topical issues
  • ExamplesTwitter, Jotter,
  • 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

In evaluating the list of potential tool usage we considered the following criteria for selection based on Nokia’s Community Involvement objectives


1. Integrated CSR Portal: Nokia Cares

Target Audience

  • Employees

Web 2.0 Tools

  • Blogs
  • Facebook
  • Twitter
  • RSS Feeds

Idea Description

  • 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
  • TwitterUpdates: 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

1. Integrated CSR Portal: Nokia Cares

  • List of charities supported by employees and featured employee donor
  • Mentoring opportunities to engage employees with social entrepreneurs
  • Employees share their thoughts and opinions on Community Involvement programs

2. Wiki:Nokia Knowledge Banks

Target Audience

  • Depending upon the program using wiki, the target audience can be employees, partner organizations or end users/beneficiaries such as students and teachers.

Web 2.0 Tools

  • 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 “

Idea Description

  • 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

  • Education Experts at the Mobile Learning Institute Innovation Centers
  • Case Studies of targeted educational programs
  • Get Creative with Michael

3. Video: Nokia Community Vision

Target Audience

  • Employees, partners, beneficiaries, customers

Web 2.0 Tools

  • 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

Idea Description

  • 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

Target Audience

  • Employees, partners, customers, beneficiaries, general population

Web 2.0 Tools

  • Blogs
  • RSS Feeds

Idea Description

  • 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

Target Audience

  • Employees
  • Customers
  • Partners

Web 2.0 Tools

  • Facebook

Idea Description

  • 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

5. Facebook: Facebook for Nokia

  • Facebook application version of Nokia Helping Hands

6. Twitter:Connect Tweet

Target Audience

  • Employees
  • Customers
  • Partners
  • NGOs

Web 2.0 Tools

  • Twitter
  • Intranet
  • Blog

Idea Description

  • 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

6. Twitter:Connect Tweet

  • Twestival focused on Nokia’s launch of Education Delivery in Ethiopia
  • Get the community engaged and provide information about initiative

Roadmap for Recommendations

SHORT-TERM(first 3 months)

MEDIUM-TERM(6-9 months)

LONG-TERM(12-24 months)

  • CSR Portal
    • Encourage employees to blog on Community Involvement issues
    • Identify existing portal capabilities
    • Survey employees togauge 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
  • 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

Enable your largest internal audience to promote the brand - employees

  • Foster a culture which encourages employees to participate
  • Program may not need a facelift but messaging might
  • Integrate messaging with existing competencies
  • Focus on existing capabilities and build on them
  • Leverage existing social media communities
  • Identify strategic partnerships and start talking
  • Let different stakeholder groups interact

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



Tool Evaluation andBest 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

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 that adds value to core business activitiessuch as information gathering potential and customer connectivity

Includes criteria addressing ease ofadoption such as mass appeal and



Framework Components

A break down of each of the components under the framework is described blow along with the ratings used for evaluation




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

  • No data gathering feature
  • Some data collected
  • Data gathering provides competitive advantage

Relationship building potential

Tools that allow companies to engage in a dialogue with stakeholders provide better business value and insight

  • 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
  • Info pushed by company
  • Users have some control
  • Users have full control

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).

Mass appeal


  • Tool radically different
  • Somewhat different
  • Transition to tool is easy and seamless

Ease of implementation

The ease with which the tool can be integrated with traditional stakeholder engagement tools.


Framework Components




Level of investment and effort required for developing the tool e.g. availability of APIs help faster development

  • Info pushed by company
  • Users have some control
  • Users have full control


  • Long range investment
  • Moderate investment
  • Low investment tool

Level of investment and effort required for set-up and implementation



  • Heavy involvement
  • Mostly user driven
  • Completely user driven


Level of effort required for ongoing tool usage

  • Info pushed by company
  • Users have some control
  • Users have full control


The degree to which tool allows users to interact and participate. Passive tools allow less user interactivity


  • No user engagement
  • Some user engagement
  • Heavy user engagement


Once a user is engaged, they are reluctant to disengage


Tool Evaluation: Blogs


Weblogs (blogs) have the ability to be transformed into active dialogue forums due to the interaction with customers through comments & feedback

Top 3 Considerations:

Needs regular updates

Get customers to participate

Content needs to be current and engaging

  • Best used for:
  • Progress updates on key issues
  • Commenting on pressing issues



  • Most used by:
  • All ages
  • All demographics – one of the few tools that older and less tech savvy individuals are comfortable using
  • Not recommended for:
  • Replacing CSR reports
  • Toting “the company line” – this will be seen as inauthentic and will alienate readers

Degree of corporate control






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:
    • Leverage brand identity to engage in CSR and Social Impact discussions
    • Showcases customer feedback on Intel’s community efforts
    • 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:
    • Personalized connection between the visionary CEO and stakeholders
    • Enabled company to reaffirm the veracity of its sustainability initiatives
    • Resulted in community of 13,000 users endorsing company products
  • Similar Examples:
  • WholeFoods – Whole Story
  • Sun Microsystems – EcoNotes
  • Starbucks – Ideas in Action

Tool Evaluation: Social Networks


Social Networks are increasingly providing people with a way to interact directly with companies and engage in a real dialogue

Top 3 Considerations:

Need to establish credibility

Be willing to accept criticism

Engage in a highly targeted discussion

  • Best used for:
  • Directly interact with and study current and potential customers
  • Link people who believe in common causes & issues



  • Most used by:
  • Young Adults (18 – 24 yr olds) – nearly 44% use it
  • Increasing number of adult respondents (nearly 43%)
  • Desire driven by a need to express one’s self in new and creative ways, to larger audiences
  • 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

Degree of corporate control






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:
    • Well done Facebook page that provides utility for the customer base
    • 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.
    • 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:
    • A vibrant community of 222,514 fans. It's easy to see how many people join and participate in Greenpeace campaigns via these sites.
    • Enables users to raise questions which are answered by Greenpeace personnel.
    • Active participation of fans through discussions, comments and and feedback.
  • Similar Examples:
  • National Public Radio (NPR) on
  • Facebook

Tool Evaluation: Wiki


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

  • Best used for:
  • Gathering knowledge (not just feedback) from multiple community stakeholders
  • Establishing credibility within a wider audience to engage in dialogue

Top 3 Considerations:

Trust in the expertise and good intents of contributors.

Generating traffic and motivating contributors

Organizing/editing information



  • Most used by:
  • Employees, committed customers, stakeholders willing to share their knowledge or looking for specific information.
  • All age groups depending on the topic.
  • Not recommended for:
  • Public wikis are not recommended for discuss ing issues internal to the company
  • Applications where accuracy of information is critical

Degree of corporate control






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:
    • Highly interactive Wiki where users can add pages, videos, photos, or text. Has video tutorials on using the wiki.
    • 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.
    • Unobtrusive links to HP deals and discounts for community members.
  • Similar Examples:
  • IBM’s Wiki Central
  • Wiki by Executive Travel Magazine

Tool Evaluation: Online Video


Viral video campaigns on internet and mobiles are powerful tools to grab audience attention, raise awareness and motivate participation

Top 3 Considerations:

Content needs to be engaging

Professional advertisers needed to make good quality videos.

Generate traffic

  • Best used for:
  • Messages packed with emotional appeals.
  • Enhancing the impact of other media such as blogs, social networks and wikis.



  • 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.
  • Not recommended for:
  • Replacing text and data based communication.
  • Using videos tools to advertise company products (in community involvement context).

Degree of corporate control






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:
    • Relevance to a major cause and youthful style built instant connection with young audience.
    • 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 micro site spiked
    • 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