The document discusses Nissan's vision and strategies for social media. It aims to engage customers through social media to support brand loyalty. Key strategies include amplifying marketing activities, actively moderating content and listening to customer feedback. It provides examples of successful social media campaigns including the "My Versa Road Trip" campaign that engaged over 13,000 users and garnered thousands of contest submissions. The document also discusses using social CRM to integrate social interactions with customer relationship processes to enhance customer experience, as shown through the NissanLEAFDrivers community site and Twitter support page.

1. Nissan North America &
Social Media
What we think we know… (so far).

2. NNA’s Vision For Social Media
Support Brand Opinion &
Loyalty by:
Engaging • Amplify core Nissan
Content Mktg / PR activity
• Actively moderate, and
add CRM value
• Listen for & proactively
Goal seek VOC
Nissan
Brand-On-
Demand
Research / Social CRM /
Issue
VOC Resolution

3. Best Practices & Lessons Learned
• Facilitate, don’t dominate.
 Nordstrom Café
 Post consistently, but judiciously • Is it Shareable?
 Social is owned by our community  Reach is maximized via sharing
 Patience  Media type matters
 Simple is better than complex
 It’s about the cars, dummy
 Relatable
• Be Built for Social Engagement
 Agency
Content / Moderation
 Budgets
 Press / Audience
 Process
• Connect to mainstream processes
 Scale by leveraging mainstream
support workflows
• Grow Responsibly
 Connect social IDs with Customer
 You can buy fans, but you can’t buy Master; Expand 360 customer view
Brand Evangelists
 Enable closed-loop; create
 Balance of Quantity / Quality
accountability for quality/timely follow-up
 Leverage “fan moments”
 Make engagement ROI measurable

4. Case Study #1
“My Versa Road Trip”

5. My Versa Road Trip
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.
5

6. My Versa Road Trip
6

7. My Versa Road Trip Summary
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

8. My Versa Road Trip Context 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

9. We Even Got Celebrities Talking About
It…
15MM Facebook
10.6MM Twitter
(#6 Overall)
#1 Most
Downloaded
Podcast
on iTunes
12+MM Facebook
~5MM Twitter

10. And a Guest Appearance on the #1
Podcast!
“The Adam Versa Show”

11. Case Study #2
Social CRM & LEAF

12. Social CRM – What is it?
Identify and
Reward Loyalists
Acquisition Awareness
Facilitate
Repurchase/ Consideration
Service
Social
Social Support / CRM Enlistment
Social
Renewal
Support Marketing
“C360”
Problem Resolution
Build Advocacy
- Workflow and
Knowledgebase
Promote Community
Sales Promo Engagement
- Lead Generation, Offers, Defy “Assassins”
Appointment Setting, etc
Connecting Social Interactions with our mainstream CRM and
12
Support Processes to enrich Social Customer Experiences

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

14. @NissanLEAFHelp

15. How Are We Doing?

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

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

18. 1,000,000 Fans… achieved the right way…
with strong engagement.

19. But What About ROI?!

20. THANK YOU