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.