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Taking its lead from Gatorade’s ‘mission control’, Nokia is rolling out a similar set-up internally that will “bring together conversation, insight and consumer device activity about the Nokia brand in a real-time and easily digestible format”.

This is to be named Agora, after the Greek meeting place where people came together to discuss things and learn from each other, according to Tom Libretto, VP consumer engagement for Nokia.

Built in partnership with 1000heads, Agora is simply six LCD screens that sit within the reception area of the brand's Finnish headquarters. In the video below, Nokia’s global director of digital and social Craig Hepburn explains that its aim is to provide a physical manifestation of conversation around the brand.

There are many other brands that already do this, so the fact that Nokia has started to show its employees and visitors what’s being said about the brand is nothing particularly new.

The transparency shown is admirable, but really this simply reiterates the benefit to internal communications that doing something like this brings.

It’s all very well for a marketing team to be digesting, absorbing and reviewing what’s being said online – but there are endless benefits to the rest of the organisation when this is opened up for other teams to review.

Nokia’s offering contains a single stream that shows brand-created content such as product videos, while another screen highlights content published to its own social channels and another displays an editorial planning calendar.

The last three screens display a user-generated video stream, a focus on conversation around specific products and finally a snapshot of how “the brand is performing" within social media. The latter is updated every 15 minutes to show sentiment, share of conversation and competitive analysis.

So while this might not be revolutionary, the detail shown is impressive. Nothing is moderated or censored, and so presents a true depiction of what’s going on, in real-time. 

Basic tactics like these highlight work being carried out by marketing or PR teams, helping to reinforce its importance – but also help to share information, strengthen communication between teams and kick-start projects that otherwise may never have had a chance to get started.

Last November research from Google's Enterprise division and Vanson Bourne revealed the growing popularity of mapping technology - with 90% of marketers saying that they planned to use data visualisation in 2012.

Though it was found to be popular when concerning marketing strategy, adoption across businesses more broadly was prohibited because of ‘internal politics’. 62% of those using data visualisation already said it had forced them to reconsider their entire product strategy. 

Plus, the third Quarterly Digital Intelligence Briefing from Econsultancy in partnership with Adobe found that companies striving to embrace social data are most likely to be held back by organisational structures which aren't conducive to a joined-up approach to data collection and analysis. Just under half of responding companies (44%) said this was a top-three barrier.

As Social Media Week kicks off, with a raft of sessions on big data, commerce and the like, it’s worth remembering that sometimes the simplest of techniques can often be the most effective in getting ‘buy in’ from your colleagues and peers.

Vikki Chowney

Published 13 February, 2012 by Vikki Chowney

Vikki is head of community at TMW. You can follow her on Twitter or Google+

249 more posts from this author

Comments (1)



I think it's really interesting that nothing is mandated or censored - I think it's important to provide people with a real unlimited 'voice'

over 4 years ago

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