A Wetpaint Site | TV Fandex 100

DIGITAL MEDIA ACROSS ASIA

Nissan Case Studies

Social network for employees
Nissan, the Japan-based global car manufacturer, ventured into Japan's social media space in 2007, with the launch of N-Square, an internal social networking site which connected 50,000 of the company's 180,000 employees globally. It allows its user to to create online profiles, blogs, communities and discussion groups and share data files. N-Square aims to be a virtual lunch room, and the 1,000 employees who participated in its pilot study liked the site. According to BusinessWeek, Simon Sproule, the Nissan executive overseeing N-Square, says that the site will provide employees with a way to avoid bureaucratic channels and create new partnerships, citing the inefficiency of traditional tools and channels as the main reason for launching the site. Source: Nissan launches N-Square Why is Nissan mimicking MySpace Nissan shifts to social networking

Social network for employees

Nissan, the Japan-based global car manufacturer, ventured into Japan's social media space in 2007, with the launch of N-Square, an internal social networking site which connected 50,000 of the company's 180,000 employees globally. It allows its user to to create online profiles, blogs, communities and discussion groups and share data files. N-Square aims to be a virtual lunch room, and the 1,000 employees who participated in its pilot study liked the site. According to BusinessWeek, Simon Sproule, the Nissan executive overseeing N-Square, says that the site will provide employees with a way to avoid bureaucratic channels and create new partnerships, citing the inefficiency of traditional tools and channels as the main reason for launching the site.

Source: Nissan launches N-Square Why is Nissan mimicking MySpace Nissan shifts to social networking

2. Nissan: Blogging as a serious tool in Japan

According to Nikkei, Japan's leading Business magazine, TV advertising is no longer influential in Japan. Companies are therefore getting more interested in word-of-mouth on the Internet, making them more interested in blogging. Nissan Motors is an ideal example. Nissan adopted blogging while promoting a new city car. The blog, written by a product manager, refrained from taking a formal corporate tone. Instead it showed a personal version of Nissan. This kind of blogging was found to be extremely useful in Japan. In an interview on Japanese blogs, Nob Seki, Six Apart’s EVP and general manager, mentioned that when Japanese people start blogging, they usually do it personally, not as business people; they are different at work than they are at home. In Naked Conversations, Robert Scoble and Shel Israel second the importance of personalizing the corporate messages for consumers.Nissan's blog engaged consumers for precisely this reason; it entered the radar of comfort (friend, family) for the Japanese people. Notably, what seemed to have generated much interest in Nissan's blog was that the posts always begun with, "I am Yamamoto from Nissan Motors.” In the Japanese context, this blogging style gathered a lot of interest in Japan, because senior managers usually don’t get to introduce themselves to the public site like this, or talk to the groundswell directly. Source: Interview on social media in Japan

According to Nikkei, Japan's leading Business magazine, TV advertising is no longer influential in Japan. Companies are therefore getting more interested in word-of-mouth on the Internet, making them more interested in blogging. Nissan Motors is an ideal example. Nissan adopted blogging while promoting a new city car. The blog, written by a product manager, refrained from taking a formal corporate tone. Instead it showed a personal version of Nissan. This kind of blogging was found to be extremely useful in Japan.

In an interview on Japanese blogs, Nob Seki, Six Apart’s EVP and general manager, mentioned that when Japanese people start blogging, they usually do it personally, not as business people; they are different at work than they are at home. In Naked Conversations, Robert Scoble and Shel Israel second the importance of personalizing the corporate messages for consumers.Nissan's blog engaged consumers for precisely this reason; it entered the radar of comfort (friend, family) for the Japanese people. Notably, what seemed to have generated much interest in Nissan's blog was that the posts always begun with, "I am Yamamoto from Nissan Motors.” In the Japanese context, this blogging style gathered a lot of interest in Japan, because senior managers usually don’t get to introduce themselves to the public site like this, or talk to the groundswell directly.

Source: Interview on social media in Japan

Japan: Case Studies - Social Media and PR across Asia

Read more about Social media in Japan:

joshua.sum	Latest page update: made by joshua.sum , Nov 9 2009, 11:44 AM EST (about this update About This Update Edited by joshua.sum view changes - complete history)
	Keyword tags: Japan Nissan social media social networking More Info: links to this page

Threads for this page

Post a new thread

There are no threads for this page. Be the first to start a new thread.

Malaysia	About Malaysia	Japan: Technology Implications
In session with Pedestrian	Iran: Interviews	About Japan
Qatar: Social Media	Malaysia: Interviews	Malaysia: Commercial and Social Mobile Applications
Pakistan: Social Media and Censorship	Response to Noynoy's Blogger Email Criticisms	japan - previous page

DIGITAL MEDIA ACROSS ASIA

Nissan Case Studies

Threads for this page

Related Content