1. Nissan Social and Digital Engagement
Measure your social self…
David Parkinson – GM AMIE
: @Dave_Nissan
@Dave_Nissan

2. 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

3. How have we organised…
NE S&M
SVP
Marketing Create Comms
Dual Report and manage RBU
VP policies, procedures
VP MD
and guidelines
Develop training,
Social &
RBU RBU
Digital
reporting, guide and
Engagement Marketing Comms
adviseofacross social
Centre
Excellence
Brand and
Support S&DEareas of
all
guidance,
Product the business across all
policies, Social Media Other
Digital, ATL procedures, Manager Departments
marketing, S&DE needs
support &
B2C, CRM, M training,
obile Community
Develop long term
Management
platform independent
S&DE strategies to
Other
support the business
Departments
@Dave_Nissan

4. 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
Who is sentiment?
talking Can you
about track real
what? time
issues?
What
KPI’s do
we NEED?
Depth and Where are the
scale of conversations?
reports?
Can/Do/
Should you
engage?
@Dave_Nissan

5. Decisions, decisions…
• Took stock of our Owned Assets and how they were being used
• Reviewed Earned sites – Blogs, Forums, mainstream PR sites etc
• Monthly/Adhoc reporting, analysis, sentiment (SRS)
• Page rank, page scores, engagement
@Dave_Nissan

6. SRS (Social Reputation Score)
• E=MC²?
• Or
• ((positive - negative) / (sum of positive, neutral and negative)*5)+5
Standard NPS But using the Make it a
type sum of all number out of
calculation comments 10
What is the worth of Neutral or Influence?
@Dave_Nissan

7. SRS (in action!)
@Dave_Nissan

8. Monthly Measurement
@Dave_Nissan

9. Monthly Measurement
@Dave_Nissan

10. Case Study – Nissan Leaf
@Dave_Nissan

11. Overview
• We wanted to kick off a campaign through online only utilising influencers to
help spread the word about Leaf
• Needed to understand in detail what the current challenges around Leaf were
from a very vocal online community
• Also needed to constantly track the campaign progress and changes in online
perception, buzz, etc
@Dave_Nissan

12. Measuring Ourselves
Pre-Campaign
Nissan Leaf’s Share of Voice SRS The Leaf’s Social
5.9
increased by more than 2
Campaign Period Reputation Score
percentage points SRS 7.3
Overall Sentiment
increased by 1.3 points
Overall Sentiment
Barriers Sentiment - Pre-Campaign
Barriers Sentiment - Campaign Period
76% growth in +2% growth in
average daily Leaf share of voice for EV vs
verbatim during the Hybrids across all markets
campaign
Please 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
@Dave_Nissan

13. 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
@Dave_Nissan