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The state of social media: A customer experience approach, presented by Bryan Long

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In his Brands-Only Summit presentation, Nissan's Bryan Long shares a case study on their customer experience approach.

He discusses the next phase of their social customer care program, including a look at their social media command center and social ecosystem.

Published in: Social Media

The state of social media: A customer experience approach, presented by Bryan Long

  1. 1. SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016 The state of social media: A customer experience approach BRYAN LONG NISSAN NORTH AMERICA
  2. 2. THE STATE OF SOCIAL MEDIA A CUSTOMER EXPERIENCE APPROACH BRYAN LONG SENIOR MANAGER SOCIAL MEDIA CUSTOMER STRATEGY NISSAN NORTH AMERICA @NISSANUSA @NISSANSUPPORT
  3. 3. Past State: Social Media Support 2012 Current State: Social Media CRM Hybrid Model Future State: Social Media is no longer Social Media OUTLINE
  4. 4. IN THE BEGINNING … September 2012
  5. 5. SOCIAL MEDIA CRM Current State
  6. 6. 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 YES Customer Responds Support Assigns to themselves via Sprinklr Is Contact Information Required? Marketing Will Source Assets As Needed YES Social Media CRM Social Media Marketing
  7. 7. FUTURE Social Media Customers
  8. 8. SOCIAL MEDIA COMMAND CENTER
  9. 9. 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
  10. 10. NISSAN ECOSYSTEM Current evolves to Future State
  11. 11. PR Legal Consumer Affairs Product Planning Engineering Manufacturing Marketing Contact Center Dealer Network THE ECOSYSTEM Social Media
  12. 12. PR Legal Consumer Affairs Product Planning Engineering Manufacturing Marketing Contact Center Dealer Network THE ECOSYSTEM Social Media Decrease Risk Reduce Cost Grow Revenue
  13. 13. Social media lead management Build, grow & nurture advocate communities across social media channels GROW REVENUE
  14. 14. Improve social compliance & governance Protect brand reputation Rapidly respond & diffuse crisis DECREASE RISK
  15. 15. Tuesday, Dec. 1 29K followers 1K followers#KR4Heisman @KR4Heisman HEISMAN HOUSE FAN VOTE
  16. 16. 1.98M followers 87.2K followers21.8K followers Wednesday, Dec. 2 HEISMAN HOUSE FAN VOTE
  17. 17. Improve productivity by connecting customer- facing teams Leverage an integrated system of engagement for cross-functional collaboration REDUCE COST
  18. 18. Social Media Reputation Management Overall Brand Opinion Voice of Customer
  19. 19. STOP USING THE WORD SOCIAL
  20. 20. QUESTIONS?
  21. 21. THANK YOU BRYAN LONG SENIOR MANAGER SOCIAL MEDIA CUSTOMER STRATEGY NISSAN NORTH AMERICA @NISSANUSA @NISSANSUPPORT
  22. 22. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016

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