COMMUNICATIONS METRICS,WEB ANALYTICS & DATA MININGA.A. 2019/2020

Lesson n. 5

FEEDBACK on THE EXPERTS

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PR CampaignNissan @ Tokyo Motor Show 2017

External Communications Metrics- Coverage, Reach, TOV, KMP

Case History

YOUR TURN NOW

NISSAN STRICTLY CONFIDENTIAL

Media Content Analysis of the PR Campaign

Nissan @ Tokyo Motor Show 2017

1-28 OCTOBER, 2017

ASSELYA SEKEROVA, CHAYMAE NASSIM, SOFIA KHROUZ,

LAURA KEINÄNEN & GIULIA SCIALDONE

NISSAN STRICTLY CONFIDENTIAL 5

Coverage 157 clippings

(9 print – 3 broadcast - 145 web)

Reach 66.6 M

(14,6M print –6.4M broadcast – 45.6M web)

Overview

Hosted Media

Topics on Clippings

Key Messages

* the percentage refers to each topic’s occurrences compared to total clippings

Repubblica.it

Quattroruote

Lastampa.it

Corriere dello Sport

Giornale

Automobilismo.it

EXECUTIVE SUMMARY

0,00%

0,00%

2,82%

7,04%

12,68%

12,68%

29,58%

35,21%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Nissan tests fully autonomous…

Nissan will become the first Japanese…

New LEAF

Nissan unveils two new fully…

Nissan Serena e-POWER

Nissan's future mobility vision: more…

Nissan Imx Concept

Nissan LEAF NISMO

Technology

Design strategy

NISSAN STRICTLY CONFIDENTIAL 6

Source CoverageShare of

Media MixReach SoR Coverage by Tonality

total clippings 157 66,6M 127 17 13

print 9 6% 14,6M 22% 8 0 1

broadcasts 3 2% 6,4M 10% 2 0 1

web 145 92% 45,6M 68% 117 17 11

MEDIA ANALYSIS – OUTPUT & OUTTAKES

1. Repubblica.it – 23.5M

2. Canale 5 – 6.4M

3. Gazetta dello Sport – 5.5M

4. Giorno-Carlino-Nazione – 3.8M

5. Quattroruote – 2.2M

Top 5 Publications Talking About That (by reach)

2%

6%

92%

Coverage by Source

BROADCAST

PRINT

WEB

10%

22%

68%

Reach of Source

BROADCAST

PRINT

WEB 7%

11%

82%

Coverage by Tonality

NISSAN STRICTLY CONFIDENTIAL

KEY INSIGHTS

1. Coverage

Web Media created the highest coverage with 145 clippings and resulting 92% of the share of the media mix. The Broadcast was

the least resultative media with coverage only by 3 clippings and resulting only 2% of the share of media mix.

2. Reach by source

The web also resulted as the most efficient and the Broadcast was the least efficient channel according to the reach by source

with 45.6 and 6.4 million respectively.

3. Tonality

One of two clippings (50%) from Broadcast had a Negative tonality and gives the media the highest ratio between Positive and

Negative tonality, what is quite risky from the reputational point of view.

4. Topics on clippings

Nissan referred to 8 different key messages. Out of these, 6 key messages were covered. The most highly covered were two of

them, regarding:

• Nissan LEAF NISMO = 35%

• Nissan LMX concept = 30%

The priorities of this campaign, which were technology and design strategy, have been expressed. Almost 60% of clipping is

covering Nissan Leaf Nismo and Nissan Imx concept.

5. IN CONCLUSION:

- Nissan should put more effort into distributing the right communications to the print media since 3 of the top 5 publications took

place in this channel. Also, even if print media covered by only 9 articles, it managed to reach 1/3 of the web audience with

coverage in 145 clippings.

- With accounting the high coverage and reaches it should put even more effort in communicating with the Web media.

- Preventing any possibilities of appearance negative reactions in communications with Broadcast media.

COVER

TEAM

SUBJECT

PERIOD

Exposure from 3rd of October to 27th of October

AGENDA

• Executive summary

• Media Analysis

• Key Insights/Action Plan

Coverage 157 clippings

(9 print – 3 broadcast - 145 web)

Reach 66.623.814

(14.630.251 print –6.357.381 broadcast – 45.636.182

web)

Overview

Hosted Media Nissan's future mobility vision: more autonomy, more electrification, more connectivity

New LEAF

Nissan Imx Concept: zero emission crossover concept embodies the future of Nissan Intelligent Mobility

Nissan LEAF NISMO concept: Nissan’s flagship electric car meets NISMO’s driving excitement

Nissan Serena e-POWER: popular minivan becomes second model with Nissan’s innovative electric-

motor drivetrain

Nissan will become the first Japanese automotive brand to compete in the all-electric FIA Formula E

racing championship starting in 2018

Nissan tests fully autonomous prototype technology on streets of Tokyo on a modified Infiniti Q50 sports

sedan

Nissan unveils two new fully customized vehicles at the Tokyo Motor Show to improve city mobility: the

new Paramedic Concept and the all-electric e-NV200 Fridge Concept

Key Messages

* the percentage refers to each topic’s occurrences compared to total clippings

EXECUTIVE SUMMARY

New LEAF

Nissan unveils two new fully (..)

Nissan tests fully autonomous (..)

Nissan Serena e-POWER

Nissan’s future mobility vision (..)

Nissan will become the first…

Nissan LEAF NISMO

Nissan Imx Concept

Topics on Clippings

29%

22%

17%

9%

9%

6%

5%

2%

- Repubblica.it- Quattroruote- Lastampa.it- Corriere dello sport- IlGiornale- Automobilismo.it

11

Source CoverageShare of

Media MixReach SoR Coverage by Tonality

total clippings 157 100% 66M 100% 129 11

print 9 6% 14M 22% 8 1

broadcast 3 2% 6M 9% 2 1

web 145 92% 45M 69% 119 9

MEDIA ANALYSIS – OUTPUT & OUTTAKES

Nissan, green attack: the 'maxi' van becomes electric – Repubblica.it (reach: 6k)

IMx, Nissan electric crossover at Tokyo Motor Show - Repubblica.it (reach: 6k)

Nissan al Tokyo Motor Show: il veicolo paramedico e il van e-NV200 Fridge 100% elettrico – Repubblica.it (reach: 6k)

Tokyo Motor Show, Nissan in the forefront – Repubblica.it (reach: 6k)

TG5 20:00 - Technology. Cars fully covered with rubber arrive at Tokyo motor show. Nissan presents the new Leaf Nismo –

Canale 5 (reach: 4k)

Top 5 Publications Talking About That (by reach)

Positive92%

Negative8%

Coverage by Tonality

broadcast2%

print6%

web92%

Coverage by Source

print22%

broadcast9%

web69%

Reach by Source

KEY INSIGHTS

1. The communication objective to enhance media knowledge of Nissan’s key techs &

design strategy has been successful, as seen in the top 5 publications. In reference

to coverage by tonality 92% of the publications resulted to be positive, while the

most quoted topic was “Nissan IMX Concept”, which covered 30% of the total

clippings and were overall 33% positive.

2. In terms of Reach, Coverage and Tonality the most used source was the web with

92% of coverage, 68% of reach and 92% of tonality. On the other hand, broadcast

had the lowest results, reaching barely 10% of coverage, reach and tonality.

3. From these results we can understand that the company should invest into a more

consistent communication through the web, as it’s obvious that it effects higher and

better results in terms of coverage and reach.

Nissan @ Tokyo Motor Show

2017

EXTERNAL COMMUNICATIONS

METRICS

• Marialaura Borreggine

• Agustina Cevasco

• Anna Halat

• Beatrice Manfioletti

• Lia Maria Palmieri

• Valentina Panetta

• Huynh Vy Tran Nguyen

KEY MESSAGES

▪ Nissan's future mobility vision

▪ New LEAF

▪ Nissan Imx Concept

▪ Nissan LEAF NISMO concept

▪ Nissan Serena e-POWER

▪ FIA Formula E racing championship starting in 2018

▪ Nissan tests fully autonomous prototype: Q50 sports sedan

▪ New Paramedic Concept and the all-electric e-NV200 Fridge Concept

19

Coverage 157 clippings

(9 prints – 3 broadcasts – 145

webs)

Reach 66,6M

(14M print – 6,3M broadcast – 45

M web)

Overview

Hosted Media

Topics on Clippings

* the percentage refers to each topic’s occurrences compared to total clippings

Print

Web

20

▪ Nissan Imx Concept▪ Nissan LEAF NISMO▪ FIA Formula E▪ Nissan Serena e-POWER▪ Nissan's future mobility vision

Top 5 topic

Media Type ClippingsClippings

by sourceReach SoR Negative Neutral Positive

Broadcast 3 2% 6357380.709 10% 1 2

Print 9 6% 14630251 22% 1 8

Web 145 92% 45636182 69% 9 17 119

Total 157 100% 66623813.71 100% 11 17 129

MEDIA

ANALYSIS

VISIBILITY TIMELINE BY MEDIA TYPE

TONALITY SPLIT BY TOP 5 TOPICS

TIMELINE BY TONALITY

1. Tonality:

• The general tonality was quite good, because there are always huge percentages for all of the 5 top topics,

regarding the “positive” tone (from 66,6% to 91,2%).

In the future we are going to focus our efforts in order to improve the tonality of Nissan lmx concept, Nissan LEAF

Nismo and FIA Formula E, that are the topics with the worst Tonality results.

And we will also work on Nissan Serena E-power Communication, because 33,3% of neutral tonality could not be

considered a satisfyng result.

The channel with the major number of positive tonality, is Web.

2. Reach:

• Considering the 5 top topics, the highest number of reach made by one of the three media, belongs to the

Broadcast one (A/V, TV and Radio), instead of Print and Web.

3. Visibility:

• The PR campaign visibility has changed during the period.

• Talking about the Web visibility, it was the only one that had relevance from the start of the campaign (10/3/17) to

the end (10/27/17).

• It means that this kind of visibility has generated more of it in terms of people that have seen the campaign.

• Considering the Print and the Broadcast visibility, they had relevance just in the last three days of the Motor Shows.

• This means that people had known about the event from Print and Broadcast, just at the end of it.

In the future we will consider this result in order to implement the visibility of Motor Shows on Print and Broadcast also

in the previous period to create expectations before the Event, considering that Broadcast has the highest number of

reach.

KEY INSIGHTS

THANKS FOR YOUR ATTENTION

- Without name

team

COMMUNICATION METRICS WEB ANALYTICS AND DATAMINING

Professor: Fulvio FerrariGroup: The New Pink PentagonPeriod: 9th November 2019

• Giulia Bellomo• Federica De Giovanni• Elisa Roncon• Nguyen Thi Linh Chi• Francesca D’Anna

Group members

27

Coverage 157 clippings

( 6%print – 2%broadcast – 92% web)

Reach 67 M

(22%M print –10%M broadcast – 68%M web)

Overview

Hosted Media

Topics on Clippings

• New Leaf• Nissan IMX Concept• Nissan Leaf NISMO• Nissan Serena e-POWER• Nissan tests fully autonomous prototype technology on streets of Tokyo on a modified Infiniti

Q50 sports sedan• Nissan will become the first Japanese automotive brand to compete in the all-electric FIA

Formula E racing championship starting in 2018• Nissan's future mobility vision: more autonomy, more electrification, more connectivity • Nissan unveils two new fully customized vehicles at the Tokyo Motor Show to improve city

mobility: the new Paramedic Concept and the all-electric e-NV200 Fridge Concept

Topics

* the percentage refers to each topic’s occurrences compared to total clippings

Web - 9

Print - 3

EXECUTIVE SUMMARY

0% 20% 40% 60% 80% 100%

BROADCAST

PRINT

WEB

28

Source CoverageShare of

Media MixReach SoR Coverage by Tonality

total clippings 157 67 M 129 11 17

Print 9 5.7% 15 M 22% 8 1 0

Broadcasts 3 1.9% 6 M 10% 2 1 0

Web 145 92.4% 46 M 68% 119 9 17

MEDIA ANALYSIS – OUTPUT & OUTTAKES

Repubblica.it (23.527.456) Canale 5 (6.357.381) Gazzetta dello Sport (5.460.870) Lastampa.it (4.568.646) Giorno – Carlino – Nazione (3.765.036)

Top 5 Publications Talking About That (by reach)

Coverage By Source

PRINT (5,70%) BROADCAST (1,9%)

WEB (92,40%)

Reach by Source

PRINT (22%) BROADCAST (10%) WEB (68%)

Coverage By Tonality

NEGATIVE (7%) NEUTRAL (10,80%)

POSITIVE (82,20%)

RESULTS:

I. Analysis on Media channel’s results:

1. Topics in web media that obtained much more clippings compared to those ones appear on print andbroadcast:

On the overall 157 the web media channel has revealed the most used channel with 145 clippings, instead for printthere are 9 and for broadcast just 3

2. The majority of the clippings on the web media got positive feedbacks:

In the chart of “Web”, the result is 119 positive tonality, 17 neutral and 9 negative. There are 2 positive and 1negative in “Broadcast”. 8 positive and 1 negative in the chart of “Print”.

0

50

100

150

POSITIVE NEUTRAL NEGATIVE

WEB

POSITIVE NEUTRAL NEGATIVE

0

0,5

1

1,5

2

2,5

POSITIVE NEGATIVE

BROADCAST

POSITIVE NEGATIVE

0

2

4

6

8

10

POSITIVE NEGATIVE

PRINT

POSITIVE NEGATIVE

II. Analysis on Key Insight:Nissan LEAF NISMO has fewer clippings than Nissan IMX Concept. So Nissan LEAF NISMO just reached 26,29%, while Nissan IMX Concept reached 30,13%.Nissan IMX Concept has no negative in tonality of “Web” and Nissan LEAF NISMO has 2 negative. The positive is quite similar, 34 positive for Nissan IMX Concept and 27 positive for Nissan LEAF NISMO.Finally, both of two topics used 100% on “Web” and they reach the most on total of topics. So, “Web” is the only channel in terms of positive tonality.

SHARE OF MEDIA MIX TONALITY REACH TOT OF CLIPPINGS

Nissan IMX

Concept

WEB: 100%

PRINT: 0%

BROADCAST: 0%

WEB: 39 (34 POSITIVE, 5 NEUTRAL)

PRINT: 0

BROADCAST: 0

(13.013.825)

30,13%39

Nissan LEAF

NISMO

WEB: 100%

PRINT: 0%

BROADCAST: 0%

WEB: 30 (27 POSITIVE, 1 NEUTRAL, 2 NEGATIVE)

PRINT: 0

BROADCAST: 0

(11.355.720)

26,29%30

III. Final result :Nissan IMX Concept had a perfect marketing campaign. They account for 30,13% of total, reach 13.013.825 audiences. The only channel they used was “Web’. They should follow this campaign to reach more audiences in the future.Need requirement is improving print and broadcast contents in topics in order to increase the reach and more clipping with positive feedbacks

Thank you for your attention!

31

Case Study

3 Keys insight

Tesla used sucessfully the multiple social media

channels reaching in three days an incredible increase

(573%)

Entering the mass market: the Tesla 3 reaches a range

of 200 miles at a 35000$

Due to the low price Tesla competes with more

competitors

NOBRIDGE AgencyMichele Cilifrese, Giulia Pasquali, Francesca D’Agostino, Valentina Panetta, Alessandro Orsini, Gabriele Agliastro

INSIGHTS

1. Considering that during Tesla launch, Audi had an important slice of visibility (23%), and during the Audi Genève Motor Show, Tesla was not relevant in visibility. In the future could be important to improve Tesla visibility during Genève Motor Show and during competitors’ launch events in general.

2. Taking into account the high visibility reached by Tesla among the launch days compared to the overall sentiments perceived through the different channels, it has been noticed that the quick burst of the trending discussion after the date may be related to the predominance of the neutral tonality sentiments before and during the event.

3. The rapid burst of the overall activity through the different channel analyzed it may be linked to the fact that Tesla did not an actual product yet and it may be perceived by audience just like a rumor.

• WHO Tesla and its competitors (other motor brands, as BMW, Mercedes-Benz and Audi);

• WHAT Impact of Tesla Model 3 Launch, focused on multiple channels;

• WHEN March 1st – April 1st 2016 (up to 11am BST);

• WHY Tesla was seen as a «premium brand» with higher prices and considered as a niche supplier; by lowering its costs, its peaks compared to othercompetitors are explained.

• WHERE 25 Countries (global); Traditional (Print) and Social Media (FaceBook and Twitter) and Google Trends Data;

• HOW Successful use of tech media, social influencers (twitteraccounts of @elonmusk and @mashable)and multiple social

channels to drive interest.

KEY INSIGHTS:

• SENTIMENT: it’s more neutral than positive

• SOCIAL MEDIA: in terms of evolution growing during the pre-launch period; peak in the launch period and decreased slowlyafter launching

• GOOGLE SEARCHES: from to