Nissan social media monitoring social bakers feb 2013 v2

Nissan social media monitoring social bakers feb 2013 v2

• 1.
  Nissan Social andDigital 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 weorganised… 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 wantto 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 ReputationScore) • 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 ofour 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