@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