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Buzzcast #67: Charlie Schick / Nokia

 

Posted on April 22, 2009
C. Werle

 

Charlie Schick is the editor-in-chief of Nokia conversations, a blog covering stories from the company, talking about environment, design, technology, products, services, business, and the industry. The objective of this blog is to demystify and humanize the company in order to make it more approachable. As Charlie Schick explains, as a major brand Nokia has for a long time used mass marketing but then realized that nowadays people want to interact with real human beings. Nokia has been using social media since 2003 in order to better understand its customers.

Charlie Schick talks about how to get past simple measurements and how to actually monitor and react to what’s going on when using social media. He mentions the difficulty of building a relationship between the brand and its consumers without risking that when people leave the company they take the brand and its social capital with them. He also explains how to make sure that it’s the company that’s talking through representatives, not random individuals, and how being a Finnish company makes Nokia different from US companies.

The interview was conducted by Gregory Pouy at the Marketing 2.0 conference (co-organized by Vanksen and the Brand Science Institute) held at the European Business School ESCP-EAP in Paris on March 30 and 31 2009.


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