Social is becoming mainstream into the overall business mix, GM digital for Nissan in Europe states
The death of organic social media is the biggest change in the industry over the past year, David Parkinson, general manager of digital for Nissan in Europe has said.
A judge of the Social Media Awards, which is taking place in association with iomart, Parkinson has said that he will be “looking for an end to end approach that’s not just focused on one area of the business with real provable ROI” while judging.
This is not Parkinson’s first year of judging at the Awards – last year he also sat on the board.
Of last year’s entries, he said: “They were very mainstream. There were some good ideas in there but the innovation and depth to some of them was missing. I’m looking this year for social to get back to its roots, but grow up at the same time.”
Social media is something that Nissan looks to weave into its campaign, as can be seen by the #JukeDNA campaign, which saw consumers sent a personalised image of the new car.
Parkinson suggested that this level of interaction is important when looking at the social aspects of a campaign: “It’s the best way to show a customer you are listening to that one person and their needs. Be it in a sale or a conversation. Don’t think of personalisation – think of personal one to one conversations or interactions – including sales…”
Discussing what channels he uses at Nissan, Parkinson admitted that “Twitter is still the best place for unfiltered real time info” and added “Facebook is turning more and more into a combination of a customer service channel and advertising platform”.
If you have a social campaign that you think has the depth and innovation to impress David Parkinson, enter it into the Social Buzz Awards.
The deadline for entries is 13 August.