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Social Ma)ers Dan Sloan October 15, 2014 The Content Kojo (Factory): Nissan Global Media Center

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Brand as Content Creator: The why’s and the how’s of doing-it-yourself - What are the benefits of creating an in-house content team? - How is this justified internally? - How do I report the most important metrics in a way that aligns internal stakeholders? - How do I apply data to encourage more sharing and advocacy? - Can authentic content be designed to generate sales or leads? If so, how? Speaker: Dan Sloan, Editor-in-Chief, Nissan Global Media Center, Nissan Motor Corp.

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Page 1: Nissan Global Media Center: Brand as Content Creator: The Why’s and the How’s of Doing It Yourself, Social Matters 2014 HK

Social  Ma)ers  Dan  Sloan  

October    15,  2014  

The  Content  Kojo  (Factory):  Nissan  Global  Media  Center  

Page 2: Nissan Global Media Center: Brand as Content Creator: The Why’s and the How’s of Doing It Yourself, Social Matters 2014 HK

www.nissan-global.com

D-­‐I-­‐Y  Content  Factory  How,  Why  &  ROI  

 Nissan’s Oppama Factory: Create, Build,

Distribute, Analyze, Repeat

Page 3: Nissan Global Media Center: Brand as Content Creator: The Why’s and the How’s of Doing It Yourself, Social Matters 2014 HK

www.nissan-global.com 3

Content  Flow:  Then  

Corporates                            Agencies                            Media    

Consumer 3

Staff

Page 4: Nissan Global Media Center: Brand as Content Creator: The Why’s and the How’s of Doing It Yourself, Social Matters 2014 HK

www.nissan-global.com

Content  Flow:  Now    

Page 5: Nissan Global Media Center: Brand as Content Creator: The Why’s and the How’s of Doing It Yourself, Social Matters 2014 HK

www.nissan-global.com 5

Content  Factory:  How    

•  Hire  MulMmedia    ProducMon  Team  

•  Integrate  HQ,  R&D,  Factories,  Dealerships,  Etc.  

•  Use  Live,  On-­‐line,  Social  Media,  Consumers  

•  Measure,  Refine  

Page 6: Nissan Global Media Center: Brand as Content Creator: The Why’s and the How’s of Doing It Yourself, Social Matters 2014 HK

www.nissan-global.com

Content  Factory:  Why                        

•  Internal  &  External  Brand  Value  

•  Asset  CreaMon,  DistribuMon  &  Management  

•  Measurable  &  Immeasurable  Data  

Performance YouTube Views Avg. View Time

Subscribers

Page 7: Nissan Global Media Center: Brand as Content Creator: The Why’s and the How’s of Doing It Yourself, Social Matters 2014 HK

www.nissan-global.com

Play  Video  Snippets  

7

Page 8: Nissan Global Media Center: Brand as Content Creator: The Why’s and the How’s of Doing It Yourself, Social Matters 2014 HK

www.nissan-global.com 8

Content  Factory:  Why                          •  Deeper  NarraMves,    

Untold  Stories  •  Elevate  People,  Products,  Methods,  RelaMonships  &  Geographies  

•  Global  but  Local  –  Language,  Story    

Page 9: Nissan Global Media Center: Brand as Content Creator: The Why’s and the How’s of Doing It Yourself, Social Matters 2014 HK

www.nissan-global.com 9

Content  Factory:  Why                          •  Deeper  NarraMves,    

Untold  Stories  •  Elevate  People,  Products,  Methods,  RelaMonships  &  Geographies  

•  Global  but  Local  –  Language,  Story    

Page 10: Nissan Global Media Center: Brand as Content Creator: The Why’s and the How’s of Doing It Yourself, Social Matters 2014 HK

www.nissan-global.com 10

“CreaMve”  Spend  Averages  

       Video  ProducMon  Costs                              Agencies                                                                              Content  Factory  $15,000-­‐500,000                                                                                                                    $0-­‐10,000  

       Video  Broadcast  Costs                              Agencies                                                                            Content  Factory  $2,000-­‐500,000                                                                                                                        $0-­‐30,000  

Page 11: Nissan Global Media Center: Brand as Content Creator: The Why’s and the How’s of Doing It Yourself, Social Matters 2014 HK

www.nissan-global.com 11

Content  Factory:  ROI                        

•  Value  of  2  Minutes  of  Consumer  AaenMon?  

•  Is  Content  Strategy  Licing  Brand/Product  Overall  Opinion?  

•  Is  Content  Improving  Share  of  Voice?  

•  Are  Sales  Rising?  

Page 12: Nissan Global Media Center: Brand as Content Creator: The Why’s and the How’s of Doing It Yourself, Social Matters 2014 HK

www.nissan-global.com

นิสสันเผยโฉม เอ็นพี300 นาวารา ใหม่ ครั้งแรกในโลกที่เมืองไ

NissanChannel/NissanThailand      

440K  Views  300K  Views

12

Global/Local:  ROI                        

Page 13: Nissan Global Media Center: Brand as Content Creator: The Why’s and the How’s of Doing It Yourself, Social Matters 2014 HK

www.nissan-global.com 13

D-­‐I-­‐Y  Content  Factory      

Nissan Kotozukuri:

Create, Build,

Distribute, Analyze, Repeat


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