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Nokia
Nokia Corporation (Finnish pronunciation: [nki]) (OMX: NOK1V, NYSE: NOK, FWB: NOA3) is a Finnish multinational communications corporation that is headquartered in Keilaniemi, Espoo, a city neighbouring Finland's capital Helsinki.[2] Nokia manufactures mobile electronic devices, mostly mobile telephones and other devices related to communications, and in converging Internet and communications industries, with over 132,000 employees in 120 countries, sales in more than 150 countries and global annual revenue of over 42 billion and operating profit of 2 billion as of 2010.[1] It was the world's largest manufacturer of mobile phones in 2011, with global device market share of 23% in the second quarter. Thanks Wikipedia

Overview
Nokia is a big brand, theres no denying that. In the mid 1990s there was not the wide range of manufacturers and devices that we see today. In the last 10 years Apple and Google have moved into the marketplace. Google does not have its won device yet, but iPhone has taken a large market share away from Nokia and continues to do so. Nokia needs something new, a spark. This content strategy has been designed for a client with an unlimited amount of resources who is looking to re-emerge in the full and fertile market place The Internet. (before it gets censored)

Index
1. Content Spaces 1.1 Users and Technology 2 Story Telling 3. BVA 4. The Brief 5. The Content 5.1 The Content Part 2 6. 70/20/10 7. Research 8. The Multiplier

1. Content Spaces
Create engaging liquid content Earn a disproportionate share of popular culture Create brand stories to create conversations Act and react to conversations 24/7

1.1. Content Users and Tech


Fuel consumer and business created stories Create an on demand culture using technology that

runs 24/7 Combine ideas with technology Leverage customer behavior Build and develop direct relationships with customers

2. Story Telling
Incremental increases in brand ideas across multiple

channels to create unified idea. Ruthlessly edit each piece of content otherwise its just background noise. Immerse the content in story telling.

3. BVA
Create a blue print for each brand Live positively ethos Convey the ethos to employees Try and win the hearts of every generation The antidote to modern woes Uplift every day Everyone around the World

4. The Brief
Bigger thinking at the heart of strategic briefs Data will become the new soil Liquid creative brief Listen and converse online Find target spaces based on size and target audience

5. The Content
Develop stories that can be expressed through every

connection Add value to everyones lives Content will become substance of brand engagement and conversation Create the worlds most engaging content Ideas must stay connected Work with

Directly with creative talent Brand fans New creative industry collaborators A single rock star agency

5.1 The Content Part 2


Work conflict constructively

conflict can be an enabler of outstanding thinking

Define north star, Holy Grail, guiding point, target


Some big impact on popular culture Encourage bravery Ensure clarity in thinking Embrace risk Incubate creative ideas Create culture of creativity

Content creation must

Inspire participation amongst the very, very best

Connect these creative minds Share the results of our efforts Continue development Measure success

6. 70/20/10
Use 70/20/10 content models Low risk content on 70% of content safe, easy, day to day stuff, pays the bills Innovate of what works with 20% with broad scale 10% of content with brand new, high risk ideas, be

prepared to failure celebrate failure and success

7. Research
Examples of great content Gatorade Old Spice Nike Write the Future Nike Live Strong They are all part of an idea Understand how to use research Expand the potential of creative spaces Create feedback and online dialogue tools, inspirational spaces Tools Twelpforce Commuspace B-Cubed Ad-Track Netbase

7.1 Research Part Two


Using these tools we can create an a-z of story arches

to drive content Genuine consumer collaboration Iterative evolution of content Fuel the conversations were having to extend PLC of content

8. Applying the multiplier


Need more stuff with less money Dollar multiplier principle Jump on the bandwagon of good ideas and extend the reach of these ideas. Sprite ad on YouTube (street sport) run an urban games festival extend Remain flexible Iterate Iterate Iterate

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