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Nokia's commitment to conversation

by Molly Flatt on 04 March 2010

Nokia is our longest standing client. The Nokia team are a pleasure to work with for many reasons, not least because they’re curious. They really think around and strive to understand the social and word of mouth space themselves, they blog about it, they attend its key events. This is so great because it means we don’t have a traditional agency and brand we-tell-you, you-tell-us relationship;

we have a conversation.

A nice example of this is the deck Nokia Head of Digital Arto Joensuu has just popped up on Slideshare; they created it last year but the thinking and articulation are still spot on.

It’s also worth checking out the conversation on Senior Marketing Manager Dan Goodall‘s blog. His latest post on The Goodwill Hunters is particularly worth a read (and make sure to mine his links for some excellent further insights).

At Like Minds 2010 last weekend Dan and I also discussed the PESH model he created with Arto back in July as ‘a way of mapping out the different roles that brands need to fulfill from a digital marketing perspective.’

I really like it, although I agree with Arto that it works for a wider social context beyond digital, and I’d like to make a few tweaks myself.

First of all, you need Listening in there – right at the centre – as this drives the ways in which brands can add value to consumers. And I’d prioritise Help and Enable over Participate and Sell. Lots of brands are jumping into the social space to do a bit of Participation here and push a few Sales there – but unless they are either Helping or Enabling, they don’t earn the right to do either.

In which case PESH becomes HELPS, and looks something like this:

What do you think?

It’s great to be able to refine your own thinking with rather than despite a client. This is surely the way that companies and agencies must work going forwards to really benefit consumers.

Heads together, not worlds apart.

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  • http://scottgould.me/ Scott Gould

    Ooooh! You made that work! “HELPS” – very, very good!

  • http://twitter.com/DaGood Daniel Goodall

    Awesome :)

  • http://twitter.com/DaGood Daniel Goodall

    I wonder if Learning is an even better word than Listening?

    (You can't learn without listening, of course)

  • http://twitter.com/Jussipekka Jussi-Pekka Erkkola

    Really good! I agree with Dan, learning is better word to describe the process.

  • mollyflatt

    Dan – glad you like my raping and pillaging of PLESH!

    Yes learning is good, and analysis and insight is the key to listening…

    But then I still somehow like the simplicity of listening, it suggests dropping preconceptions, shutting up and just concentrating…

    I'm torn (imagine appropriate Aussie accent).

  • http://twitter.com/r2r0 Arto Joensuu

    This is greatness :) Thanks again for your HELPS, we'll start using it from now on. Rock on

  • http://treypennington.com treypennington

    Sweet. You turned our joke “PLESH” into something HELPful. Brilliantly done. Listening is indeed at the heart of the matter.

  • http://twitter.com/lesanto Glenn Le Santo

    Companies would do well to read, understand and put into practice the 'HELPS' method.

    All good businesses have always operated in this manner but now they have the tools that social media can provide, they can do it so much better.

    My only question, is why aren't they? Figures suggest the vast majority of businesses large and small are still not even attempting social media, let alone getting it right.

    Do yourselves a favour, get a commercial advantage in these difficult times, get HELPs.

  • http://whatleydude.com James Whatley

    I think the Like Minds summit *really* … ahem…. HELPed the distillation 'round this thinking. Good work sir, danke…

    :)

  • http://whatleydude.com James Whatley

    Perhaps the whole model sits *within* a bubble of 'learning'. I would imagine that every step of the way there is an opportunity to learn and adjust en route…

    What do you think?

  • http://whatleydude.com James Whatley

    Hey Arto,

    It was awesome having Dan talk us through the initial PESH model at the Like Minds conference. Looking forward to kicking HELPS around sometime soon too :)

    Take it easy,

    James

  • http://www.sample.org.uk/blog/ dsample

    I agree that listening is a key feature, and I definitely feel that selling should be the last thing on your agenda if you want truely want to engage with your 'audience'. Selling will take care of itself without you pushing it into the conversation, as long as the HEL parts are covered well. I don't quite understand the meaning of 'participate' though, listening, helping, enabling are all forms of participation, so I don't think it needs it's own point.

    I would change the acronym to HEELS, Help, Enable, Engage, Listen and Sell. Engagement is an important part of making people feel like they belong to a vibrant community where the centrepiece (in this case, Nokia) is not just the object of desire but is part of the community as an equal.

    Something I've noticed with the Nokia community is that we all seem to be passionate about helping Nokia succeed, and not many companies have managed to create such a welcoming community.

  • http://www.socialmediamashup.co.uk/ Rob Murray

    I love this model James, thanks for sharing : ) The PESH model is useful but i’m a firm advocate for the listening aspect of social/WOM. It’s a good insight to include it in the ‘HELP’ model, as it’s vital at every stage.

    Listen > to learn about the environment in which you’re operating/about to operate in (what people are already saying about you.)
    Listen > to feedback on activity.
    Listen > to consolidate sentiment.

    So, where L = Listen then maybe the L.H.L.E.L.L.P.L.S.L model?! Doesn’t have the same ring to it though!

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  • johnpeavoy

    Definitely the way to go for brands.

    I have noticed that where customer service activities are conducted in an open environment, like on twitter, this enables brands to glean a much deeper understanding of their customers' wants & needs.

    Here in Ireland, @vodafoneireland and @Talk2O2 both provide an invaluable customer service to their respective customers. The information that is exposed however may not be fully used by the Marketing Departments – this is a fairly typical disconnect with brands and is a missed opportunity in my opinion.

    Indeed in returns and repair processes for consumer electronics products, the more progressive brands are using this activity to enhance their reputation and upsell / drive increased brand recognition. Traditionally this has been seen as a cost-centre, but the opportunity is to delight customers with superlative customer service, and move the brand position up a couple of notches.

    I have digressed a little, but in essence I'm agreeing with the concepts above, and emphasising that the integration with the customer service / support activities is a huge mine of information and potential to delight customers and drive sales.

  • http://twitter.com/guy1067 guy1067

    Excellent post with lots to think about. I think there's a lot of validity to the HELPS model. Some of my thoughts in no particular order on the idea of 'listening'.

    - listening is great, but I think it needs to be an 'active', 'empathetic' and 'relevant' type of listening. By this I mean, really listening to what the person is saying, not to what you want to hear as a business. Furthermore, listening has to become active at some point, otherwise you end up simply becoming a bystander or voyeur.
    - the slidedeck makes a jump from listening to having a conversation, and so often people who 'know' throw words such as 'listening' and 'conversing' around. For someone who doesn't know, how do they make that transition from 'listening' to 'conversing', let alone know what they should be listening to or for? ie. relevance of what I am listening to.
    - I like the idea of helping and enabling. So much about social media is about giving customers and people the tools not only to speak and voice their opinions, but in so doing actually begin to shift/reclaim some of the traditional company-customer dynamic back in favour of customers/ people themselves. This certainly ties in well with customer service, which from my experience over the last 18 months or so seems to be moving outwards into the hands of customers who are helping themselves and each other, and bypassing the need to engage with companies even.
    - I also agree about 'help' and 'enable' being prioritised over 'sell'. I think the 'sell', albeit a type of softer, socialised selling, will become a natural by product of the above two.

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