The document outlines a content strategy for a client looking to re-emerge in the marketplace. It discusses developing brand stories and engaging content across multiple channels to create conversations. It also recommends using research tools to understand consumers and fuel ongoing content development through collaboration and iterative evolution. The goal is to apply the "multiplier principle" to extend the reach of ideas with less money by jumping on trends and remaining flexible.

1. CONTENT AUDIT JAN ‘12
HTTP://FATBALLOON.CO.UK

2. Nokia
Nokia Corporation (Finnish pronunciation: [ˈnɔkiɑ]) (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

3. Overview
Nokia is a big brand, there’s 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 it’s 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…)

4. 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

5. 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

6. 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

7. 2. Story Telling
 Incremental increases in brand ideas across multiple
channels to create unified idea.
 Ruthlessly edit each piece of content otherwise it’s
just background noise.
 Immerse the content in story telling.

8. 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

9. 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

10. 5. The Content
 Develop stories that can be expressed through every
connection
 Add value to everyone’s lives
 Content will become substance of brand engagement and
conversation
 Create the world’s most engaging content
 Ideas must stay connected
 Work with
 Directly with creative talent
 Brand fans
 New creative industry collaborators
 A single rock star agency

11. 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

12. 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

13. 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

14. 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 we’re having to extend PLC of
content

15. 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