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.

Médias sociaux

SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
The state of social media:
A customer experience approach
BRYAN LONG
NISSAN NORTH AMERICA

THE STATE OF SOCIAL MEDIA
A 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

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

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 ECOSYSTEM
Current 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

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

THANK YOU
BRYAN LONG
SENIOR MANAGER
SOCIAL MEDIA CUSTOMER STRATEGY
NISSAN NORTH AMERICA
@NISSANUSA
@NISSANSUPPORT

Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016

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