@Dave_Nissan

Nissan Social and Digital Engagement

Measure your social self…

David Parkinson – GM AMIE

: @Dave_Nissan

@Dave_Nissan

Who are we?

• Nissan is evolving, internally and externally, we are moving

towards a brand and custom centric world with focus on stories

– the shift takes some time but as a company, that builds and

designs cars in Europe for Europe, we are getting there car by

car

• Rather than me tell you what we are doing, how we are

changing, let me show you – it gives us the direction we need

for social…

@Dave_Nissan

How have we organised…

Social &Digital

Engagement Centre

of Excellence

S&DE guidance, policies,

procedures, support & training,

Community Management

MarketingVP

Brand and Product

Digital, ATL marketing,

B2C, CRM, Mobile

Dual Report

NE S&M SVP

Comms VP

Social Media Manager

RBUMarketing

RBUComms

RBUMD

Other Departments

Other Departments

Create and manage policies, procedures

and guidelines

Develop training, reporting, guide and advise across social

Support all areas of the business across all

S&DE needs

Develop long term platform independent S&DE strategies to

support the business

@Dave_Nissan

Why we want to measure?

• We ask ourselves three simple questions:

• What’s the purpose of measurement

• What do we want to measure and Why

• What CAN we measure to take actionable decisions

What is your online sentiment?

Can you track real

time issues?

Where are the conversations?

Depth and scale of reports?

Can/Do/ Should you engage?

Who is talking about what?

What KPI’s do

we NEED?

@Dave_Nissan

Decisions, decisions…

• Page rank, page scores, engagement

• Took stock of our Owned Assets and how they were being used

• Monthly/Adhoc reporting, analysis, sentiment (SRS)

• Reviewed Earned sites – Blogs, Forums, mainstream PR sites etc

@Dave_Nissan

SRS (Social Reputation Score)

• E=MC²?

• Or

• ((positive - negative) / (sum of positive, neutral and negative)*5)+5

Standard NPS

type

calculation

But using the

sum of all

comments

Make it a

number out of

10

What is the worth of Neutral or Influence?

@Dave_Nissan

SRS (in action!)

@Dave_Nissan

Monthly Measurement

@Dave_Nissan

Monthly Measurement

@Dave_Nissan

Case Study – Nissan Leaf

@Dave_Nissan

Overview

• Also needed to constantly track the campaign progress and changes in online

perception, buzz, etc

• Needed to understand in detail what the current challenges around Leaf were

from a very vocal online community

• We wanted to kick off a campaign through online only utilising influencers to

help spread the word about Leaf

@Dave_Nissan

Barriers Sentiment - Pre-Campaign

Overall Sentiment

Pre-Campaign SRS 5.9

Barriers Sentiment - Campaign Period

Overall Sentiment

Campaign Period7.3SRS

+2% growth in

share of voice for EV vs

Hybrids across all markets

Nissan Leaf’s Share of Voice

increased by more than 2

percentage points

The Leaf’s Social

Reputation Score

increased by 1.3 points

76% growth in

average daily Leaf

verbatim during the

campaignPlease note that Pre-Campaign refers to all data collected from January 30th, 2012 to March 27th, 2012.

Campaign Period refers to all data collected from March 28th, 2012 to July 9th, 2012

Measuring Ourselves

@Dave_Nissan

Further measurement of our worth…

• Continue refine SRS methodology

• Investigate linking SRS to more tangible business metrics –

Engagement, Loyalty, Sales

• Measurable influencer utilisation through tools/processes

• Expansion of country metrics to include FB page scores with

Social Bakers and monitoring of Twitter etc through audits