Nissan North America & Social Media

What we think we know… (so far).

NNA’s Vision For Social Media

GoalNissan

Brand-On-Demand

Engaging Content

Social CRM / Issue

Resolution

Research / VOC

• Amplify core Nissan Mktg / PR activity

• Actively moderate, and add CRM value

• Listen for & proactively seek VOC

Support Brand Opinion & Loyalty by:

Engagement

Content / Moderation

Best Practices & Lessons Learned

• Facilitate, don’t dominate.

Nordstrom Café

Post consistently, but judiciously

Social is owned by our community

Patience

• Grow Responsibly

You can buy fans, but you can’t buy Brand Evangelists

Balance of Quantity / Quality

Leverage “fan moments”

• Is it Shareable?

Reach is maximized via sharing

Media type matters

Simple is better than complex

It’s about the cars, dummy

Relatable

• Connect to mainstream processes

Scale by leveraging mainstream support workflows

Connect social IDs with Customer Master; Expand 360 customer view

Enable closed-loop; create accountability for quality/timely follow-up

Make engagement ROI measurable

• Be Built for Social

Agency

Budgets

Press / Audience

Process

Case Study #1

“My Versa Road Trip”

My Versa Road Trip

5

OBJECTIVES:

• Create true demonstrations of the All-New 2012 Nissan Versa’s key

innovations in an integrated fashion our national launch campaign.

• Establish and grow the Nissan Versa community on Facebook.

• Drive engagement and garner submissions for the “My Versa Road

Trip” contest

HOW:

• Give people a first-person experience of the All-New Versa through

road trips of their own design that they can share with friends.

My Versa Road Trip

6

13,742 unique trips created

Avg. engagement time per user who created road trip= 25:45

7,666 unique users socially-shared trips

6,543 unique contest submissions

My Versa Road Trip Summary

Toyota “Auto-Biography” = 10k engagements in 90 days.

*MVRT accomplished in 30 days

Ford “Fiesta Movement” - 11k videos created through life

of the Phase 1 campaign (~6 months)

*MVRT accomplished in 30 days

Audi “Estate Sale” - 19 minutes of engagement per person

on the app over the course of the week-long program

*MVRT road trippers spent 26 minutes creating road trip

My Versa Road Trip Context Summary

15MM Facebook

10.6MM Twitter(#6 Overall)

#1 Most

Downloaded

Podcast

on iTunes

12+MM Facebook

~5MM Twitter

We Even Got Celebrities Talking About

It…

And a Guest Appearance on the #1

Podcast!

“The Adam Versa Show”

Case Study #2

Social CRM & LEAF

12

Social CRM – What is it?

Social CRM

“C360”

Acquisition

Enlistment

Engagement

Support / Renewal

Social

Marketing

Social

Support

Awareness

Consideration

Build Advocacy

Promote Community

Defy “Assassins”

Problem Resolution

- Workflow and

Knowledgebase

Sales Promo

Identify and

Reward Loyalists

Facilitate

Repurchase/

Service

Connecting Social Interactions with our mainstream CRM and

Support Processes to enrich Social Customer Experiences

- Lead Generation, Offers,

Appointment Setting, etc

NissanLEAFDrivers.com

Tumblr Blog for LEAF owners to share their experiences, thoughts, etc.

@NissanLEAFHelp

How Are We Doing?

Social Media Accolades

Mashable reports that Nissan is the #8 Most Talked About Brand on Twitter for 2011.

Best Google+ Brand Page (aka “Not As Bad As The Rest”)

1,000,000 Fans… achieved the right way… with strong engagement.

But What About ROI?!

THANK YOU