Nissan Global Media Center: Brand as Content Creator: The Why’s and the How’s of Doing It...
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Transcript of Nissan Global Media Center: Brand as Content Creator: The Why’s and the How’s of Doing It...
![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](https://reader035.fdocuments.us/reader035/viewer/2022081404/559239b51a28ab225d8b45e7/html5/thumbnails/1.jpg)
Social Ma)ers Dan Sloan
October 15, 2014
The Content Kojo (Factory): Nissan Global Media Center
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www.nissan-global.com
D-‐I-‐Y Content Factory How, Why & ROI
Nissan’s Oppama Factory: Create, Build,
Distribute, Analyze, Repeat
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www.nissan-global.com 3
Content Flow: Then
Corporates Agencies Media
Consumer 3
Staff
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www.nissan-global.com
Content Flow: Now
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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
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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
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www.nissan-global.com
Play Video Snippets
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www.nissan-global.com 8
Content Factory: Why • Deeper NarraMves,
Untold Stories • Elevate People, Products, Methods, RelaMonships & Geographies
• Global but Local – Language, Story
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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](https://reader035.fdocuments.us/reader035/viewer/2022081404/559239b51a28ab225d8b45e7/html5/thumbnails/10.jpg)
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
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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?
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www.nissan-global.com
นิสสันเผยโฉม เอ็นพี300 นาวารา ใหม่ ครั้งแรกในโลกที่เมืองไ
NissanChannel/NissanThailand
440K Views 300K Views
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Global/Local: ROI
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www.nissan-global.com 13
D-‐I-‐Y Content Factory
Nissan Kotozukuri:
Create, Build,
Distribute, Analyze, Repeat