Global Business in the Media Mix: How Nissan and Other Firms are Driving D-I-Y News-making

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Global Business in the Media Mix: How Nissan and Other Firms are Driving D-I-Y News-making

  1. 1. Nissan Global Media Center Temple University Japan October 12, 2011
  2. 2. The Newsroom April - August Multimedia Content -Nissan 3-11 Recovery -EV/Zero Emission -Earnings/MTP/AGSM -Features/Breaking News Interviews Global Events Motorsports Social Media - Twitter/YouTube Live Broadcasts
  3. 3. The Global Newsroom From September Multimedia Content -World Story/Power 88 -EV/Zero Emission -Earnings/MTP/AGSM -Features/Breaking News Weekly Live Interviews Social Media/Blogs -LEAF for Tohoku Expanded Motorsports Global Editorial Calendar
  4. 4. Multimedia News Strategies <ul><li>Elevate the Brand – People, Products, Relationships, Technologies </li></ul><ul><li>Interactive, Changing Interface </li></ul><ul><li>Compelling, Timely, Exclusive Content </li></ul><ul><li>Multilingual Storytelling </li></ul><ul><li>Create Communities – Social Media </li></ul><ul><li>Truly Global Reach </li></ul><ul><li>ALL AUDIENCES WELCOME! </li></ul>
  5. 5. Social Media <ul><li>Promote Media Center Content across Globe – YouTube/Tudou/Twitter/Blogs </li></ul><ul><li>Develop Online Communities as Multimedia Audience Expands </li></ul><ul><li>Create Expectations for Content at Nissan/Infiniti-Supported Events and Promotions </li></ul><ul><li>Bring Execs Closer to Staff and General Public </li></ul><ul><li>LEAF for Tohoku – Twitter, YouTube, Blogs, Links </li></ul>
  6. 6. The Global Audience <ul><li>Integrate EMEA/Americas’ Content </li></ul><ul><li>Mirror Platforms – co.jp </li></ul><ul><li>Other Dotcoms – Top Gear </li></ul><ul><li>Other Languages – Tudou/Weibo </li></ul><ul><li>(Spanish, Portuguese, etc.) </li></ul><ul><li>Smartphone/Tablet Apps </li></ul><ul><li>Interactive QMC Production Center </li></ul><ul><li>FTP Server for Transfer, Storage </li></ul><ul><li>Link Global Digital News Centers </li></ul>
  7. 7. <ul><li>Live Webcast </li></ul><ul><li>Share & Archive </li></ul><ul><li>Events & Interviews </li></ul><ul><li>Video Editor / Writer at Media Center </li></ul>NISSAN GLOBAL WORK FLOW
  8. 8. Media Center Buzz <ul><li>“ As digital media proliferates, new opportunities are opening up for companies to shape their own stories.” FT – June 9 </li></ul><ul><li>“ Smart companies, governments and NGOs will recognize that the best play is to participate in the conversation and add value with video examples; data from studies in understandable form (data visualization); access to third party professors willing to engage; and aggregate of comments from a broad array of sources. PR pros can also make our content more credible by moving our standard from advocacy alone to providing both sides of the story.” Richard Edelman – June 27 </li></ul><ul><li>“ After earning nearly 75,000 views and pickups in auto blogs, the footage of Nissan’s zero-emission LEAF Nismo electric race car is a success—and a hint of things to come from a new journalistic-style communication strategy.” Ragan.com – June 29 </li></ul>
  9. 9. Global Editorial Calendar <ul><li>Create Interactive Protected Interface </li></ul><ul><li>Replicate “Hot Topics” Template </li></ul><ul><li>Event, Description, Contact, Comment </li></ul><ul><li>Region, Resources, Attendees, Media Plans </li></ul><ul><li>Offer Global 24-7 Coverage, Utility </li></ul><ul><li>Database Links to Past Events, Content </li></ul>
  10. 10. Nissan Global Media Center <ul><li>Thank You and All Questions Welcome. </li></ul>

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