SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016

The state of social media:A customer experience approach

BRYAN LONGNISSAN NORTH AMERICA

THE STATE OF SOCIAL MEDIAA CUSTOMER EXPERIENCE APPROACH

BRYAN LONG

SENIOR MANAGER

SOCIAL MEDIA CUSTOMER STRATEGY

NISSAN NORTH AMERICA

@NISSANUSA

@NISSANSUPPORT

Past State: Social Media Support 2012

Current State: Social Media CRM Hybrid Model

Future State: Social Media is no longer Social Media

OUTLINE

IN THE BEGINNING … September 2012

SOCIAL MEDIA CRMCurrent State

YES

CURRENT SOCIAL MEDIA WORKFLOW

Customer Posts

Specific Concern or

Issue

NO

No Response needed

Is there a Marketing

Engagement Opportunity?

Support Requests Private

Message via Sprinklr

NO

Support Posts Public

Response via Sprinklr

YES

NO

Private Resolution

Ensues

No Further Action

Marketing Assigns to

themselves via Sprinklr

MarketingTeam Responds to

Post via Sprinklr

NO

YESCustomer Responds

Support Assigns to themselves via Sprinklr

Is Contact Information Required?

Marketing Will Source Assets

As Needed

YES

Social Media CRM

Social Media Marketing

FUTURE

Social Media Customers

SOCIAL MEDIA COMMAND CENTER

NISSAN SOCIAL SUPPORT – HYBRID MODEL?

We are not…

• Marketing

• Public Relations

• Call Center Based

• Consumer Affairs

We are…

• Customer Experience – Listening on behalf of the entire organization

NISSAN ECOSYSTEMCurrent evolves to Future State

PR

Legal

Consumer Affairs

Product Planning

Engineering

Manufacturing

Marketing Contact Center

Dealer Network

THE ECOSYSTEM

Social Media

PR

Legal

Consumer Affairs

Product Planning

Engineering

Manufacturing

Marketing Contact Center

Dealer Network

THE ECOSYSTEM

Social Media

Decrease Risk

Reduce Cost

Grow Revenue

Social media lead management

Build, grow & nurture advocate communities across social media channels

GROW REVENUE

Improve social compliance & governance

Protect brand reputation

Rapidly respond & diffuse crisis

DECREASE RISK

Tuesday, Dec. 1

29K

followers

1K

followers#KR4Heisman@KR4Heisman

HEISMAN HOUSE FAN VOTE

1.98M

followers

87.2K

followers21.8K

followers

Wednesday, Dec. 2

HEISMAN HOUSE FAN VOTE

Improve productivity by connecting customer-facing teams

Leverage an integrated system of engagement for cross-functional collaboration

REDUCE COST

Social Media

Reputation Management

Overall Brand Opinion

Voice of Customer

STOPUSING

THE WORD

SOCIAL

QUESTIONS?

THANK YOUBRYAN LONG

SENIOR MANAGER

SOCIAL MEDIA CUSTOMER STRATEGY

NISSAN NORTH AMERICA

@NISSANUSA

@NISSANSUPPORT

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SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016