Development of a Social Media Model for Nissan Dubai

This research aims to develop a social media model that can optimize engagement and leads for Nissan Arabian Automobiles in Dubai. It will explore digital engagement and sales lead performance for Nissan Dubai, evaluate current trends and practices in the automobile industry, and assess the current social media engagement of Nissan.

Research Project

Table of Contents
TOPIC:.............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Overview of research..................................................................................................................1
Background of research...............................................................................................................1
Rationale of research...................................................................................................................2
Research aim...............................................................................................................................2
Research objectives.....................................................................................................................2
Research question........................................................................................................................3
Conceptual framework................................................................................................................3
Gantt Chart..................................................................................................................................3
LITERATURE REVIEW................................................................................................................5
Introduction of literature review.................................................................................................5
To explore the digital engagement and sales lead performance for Nissan Company in Dubai.5
Investigate and evaluate current trends and practices which are used for automobile industry
in Dubai with extra emphasis in Arabian automobiles Nissan...................................................7
To provide in depth of understanding of the team digital transformation and how this is
interconnected with the digital strategies/ social engagement....................................................9
To assess the current social media engagement of Nissan. Compare with the direct
competitors and provide recommendation for the future to critically evaluate primary and
secondary data...........................................................................................................................11
REFERENCES..............................................................................................................................14

TOPIC:
Towards the development of a social media model (framework) that can optimize
engagement and leads for Nissan Arabian Automobiles in Dubai.
INTRODUCTION
Overview of research
The present has tried to put emphasis on the relevancy of the secondary data in regards to
the research to logical or kind of the assertive thinking and overviewed its related findings. In
this overview of the research, major emphasis will be given to collection of data with use of
primary sources of data collected into the later stage with use of an interview and also
conducting planed observation with help of the well structured questionnaires. Moreover,
research will try to focus on current position or status and combined growth of an auto-mobile
industry internationally as well as UAE. This try to put focus on its impact on the Nissan which
is one of the leading auto-mobile sector into the region of the UAE. Intentionally, report will try
to be focus on transformation of the digital sector and also it is beneficial for the Nissan to rise
its growth and sustainability of the business operation. Also, this detailed research will try to
focus on how the digital media would help Nissan Dubai and being helpful in case of the
reaching out to its customer or the manager. As, there is no as such kind of the holistic approach
to do plan, manage or implement for social media for the Nissan Dubai which is one of the
leading auto-mobile firm operates in the Dubai and serves their people and customer. Lastly,
detailed report will also have understanding about the topic along with its applicability of the
topic in the auto-mobile industry.
Background of research
This research will be helpful to cover company such as Nissan Dubai and how social
media will lead to transform its operation. Nissan is one of the leading firm operates in the
automotive sector to led optimisation of the business operation and led its operation in the region
of the Dubai. Nissan Dubai is already leading on an appropriate car manufacturing hub deals in
providing auto-mobile support to its clients or manager. Social media is necessary to attracts
people to buy or engages for certain benefits or advantages. Through this research, goal set is to
realises an impact of the social media to optimises engagement and led Nissan Dubai to achieve
strategic in the market. Research will help to analyse the actual position and general growth of
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auto-mobile industry internationally and UAE market. Emphasis will define terms such as digital
transformation, digital marketing, and social media.
Rationale of research
In this investigation, there is discussion about developments which are taking place in
social media model that assist organisation in understanding and engaging new market. In
current market, there are many changes taking place in market,. So it is essential and relevant to
understand what has to be done through which positive outcome can be achieved. In current
market, demand of consumers is not consist, hence there is requirement of alteration through
which organisation has to come with their new and innovative ideas. There are many changes
which are taking place in external market such as technological changes, so it is essential for
managers to understand it and implement to get positive outcome. With the help of this
investigation, researcher is able to understand about technological changes and implement it
properly.
Reader gain knowledge about social media model which they can implement in near
future to get positive impact on their business. There is use of different methodologies which is
important and crucial to understand conduct research properly and effective manner. In current
market demand of consumers regarding auto-mobile changes frequently, so this requires changes
in products and services.
Research aim
Towards the development of a social media model (framework) that can optimize
engagement and leads for Nissan Arabian Automobiles in Dubai.
Research objectives
 To explore the digital engagement and sales lead performance for Nissan Company in
Dubai.
 Investigate and evaluate current trends and practices which are used for automobile
industry in Dubai with extra emphasis in Arabian automobiles Nissan.
 To provide in depth of understanding of the team digital transformation and how this is
interconnected with the digital strategies/ social engagement.
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 To assess the current social media engagement of Nissan. Compare with the direct
competitors and provide recommendation for the future to critically evaluate primary and
secondary data.
Research question
How can we work towards the development of a social media model (framework) that
can optimize engagement and increase leads for Nissan Arabian Automobiles in Dubai?
Conceptual framework
Gantt Chart
Gantt chart is the representation of research activities in horizontal and vertical basis with
their time. So this is the research technique with the help of which researcher get knowledge
about time required to complete specific activity and get to know about synchronization of
activities. It is important and crucial because it assist in completing study within specified time.
With the use of Gantt chart it is easy for researcher to get knowledge about progress rate of
research and in case of negative outcome, corrective measures can be taken.
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LITERATURE REVIEW
Introduction of literature review
In research literature review, is the section which talks about information which is
collected through secondary sources. In order to make investigation authenticate and relevant,
there is requirement of complete knowledge through which researcher get complete knowledge
about social media model in improving engagement of organisation in new market. This section
is crucial in whole research because this providers complete about topic with considering all the
essential components. Literature review is done on the basis of pages which are properly named
and recently dated. Literature review for this section is as under-
To explore the digital engagement and sales lead performance for Nissan Company in Dubai
According to Tim Lioyd, 2018, digital engagement can be described as online interaction
by using digital tools like, social media platform in the global market. By adopting this in the
working premises they are able to build strong and healthy relations with potential customers
across the globe which is a positive sign for the administration. In the era of dynamic
environment and technological world execution of digital engagement plays a crucial role. This
directly or indirectly leads to accomplish the desire objectives in the competitive market place.
Administration adopts this in the day to day operations in order to boost up customers retention,
customers loyalty and customers acquisition. Digital engagement is possible with the help of
social media model. These days, there is more trend of social media mode because this assist in
communicating with internal and external parties of organisation. There are many changes which
are taking place in social media operations because of up- gradations and arrival of new
techniques. For instance: new social media technique is implemented in Nissan, then managers
has to understand whether it has to implemented or not. There is requirement of evaluation
through which what benefits are arrived with it and cost required to install it. Employees must
have knowledge about social media model through which project is completed within specified
time considering aims and objectives.
With the help of social media techniques, experiment can be done with in specified time
and provides value to planned aspects. With use of this model, there is collection of information,
valuable data will be extracted then analysis of information is done. This assist in monitoring
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actions with consideration of evaluated information. After monitoring visualisation of
information will be done. This assist in understanding whether information is correct or not.
With this mode, there is proper evaluation of data which assist in providing what is the gist of
whole investigation. This makes individuals aware about changes and they are able to understand
what assist in adding values and what is waste. So managers of Nissan can bifurcate between
right and wrong. This whole process is monitored at each step, so possibilities of getting negative
outcome is low. Social media modelling is relevant in current market when Nissan wants to
expand their business in Dubai where many competitors are required and demand of consumers
gets changed frequently. This also makes employees aware about what is happening in current
market and they can easily provide their ascent over it. In order to get positive assistance with
social media model, Nissan has to conduct training program to workers through which they can
implement social media properly. There is ease in communicating with internal and external
parties of Nissan and managers are able to implement changes properly and in effective manner.
With assisting changes as per external market, Nissan is able to outshine in industry and able to
discuss over competitor policies. There is sue of different policies through which performance of
workers are attached with their rewards and awards. This makes them working properly to
maintain balance with their personal objective. Social media engagement can be considered with
number of like, share, comments by individuals at social media account of Nissan. This is the
best way to communicate with consumers to work according to their preferences. Employees are
communicated regarding feedbacks and actions taken to over come it and improves all over
performance in Dubai. Twitter, Facebook, Instagram, Skype, etc. are the sources through which
social media engagement can be implemented.
According to Linda d. Hollebeek, 2019, in the technological world the role of digital
engagement is cocreating customer experience and value for companies goods and services in
the instance competitive world. By raising the value of product goodwill can be raised as well as
competitive advantages is attained against rivalry.
Whereas, According to Brian Lambert, 2019 digital sales can be defined as that platform
where goods and services are sold in order to generate huge revenue. Nissan by adopting this
digital engagement and sales in their working premises best out comes can be achieved in the set
time frame. It also directly leads in generating huge revenue in the cut throat competitive world.
Every administration adopts this in the global market place to survive for longer time duration.
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Nissan is a Japanese multinational auto-mobile company located in Nishi-Ku, Yokohama. It
deals in cars and are successfully able to meet the emerging needs of the consumers in the
instance competitive world. According to Clodagh O' Brien , 2019, digital selling refers to as
promoting the product or services on digital platform so as to attract huge customers as
compared to rivalry. By adopting this modern techniques of selling huge profit is generated and
competitive advantages is accomplished against competitors. Digital selling covers a wide range
of tactics so that human assets and machinery work together to grab the overall marketing goal.
This leading car company is adopting modern tools and techniques so that set standards can be
achieved as well as tough competition is created for others. Violation of digital engagement and
sales brings huge loss to the enterprise as well as gradually, decreases the market value of the
organization. Avoidance of digital engagement and sales raises the switching rate of potential
customers to platform which is a negative sign for the firm. To succeed successfully in the
competitive market place it is very important to adopt to the dynamic tools and techniques so as
to retain for longer time duration. In the cut throat competitive world as per the requirements the
modification is done in the digital engagement and sales. This particular act proves to be
effective if implemented in effective manner in the business operation.
Investigate and evaluate current trends and practices which are used for automobile industry in
Dubai with extra emphasis in Arabian automobiles Nissan
In order to grow business successfully in the competitive market place it is very
important to scan the market environment. By doing so current trends prevailing in the dynamic
surrounding is studied. This helps the Nissan auto mobile company to grow and develop the car
business globally by effectively satisfying the customers needs and demand. In order to gain
competitive advantages against competitors it is very essential to be a part of current trends and
practices prevailing in the global market. Nissan by adopting social media model is able to meet
the desired objectives in the intance competitive world. This directly or indirectly aid the
administration to raise the potential customers over the years. Which leads to decrease in
switching rate of customers to other firm in order to meet their preferences and demand. In the
neck to neck competitive world Nissan investigate current trends and practices availing in the
market place of Dubai.
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According to Paul Gao, Hans-Werner Kaas, Detlev Mohr and Dominik Wee, 2019,
Current trends adopted by Nissan helps the organization to grow and develop in continuous basis
which is a positive sign for the company. As per the view point of above stated authors
technology driven trends will revolutionize and how they actively react to the dynamic consumer
behaviour. Trends directly or indirectly affect the customers purchasing behaviour to a large
extent in the cut throat competitive world. However, uplifting automation, new business model
and digitization has revolutionized other industries. In the global market this factors are giving
uplifting disruptive technology driven trends in the auto-mobile industry.
According to Sarwant Singh, 2019, Auto-mobile industry by adopting present current
trends will be able to survive for longer time period. To be a part of competitive world it is
important to follow present trends in the cut throat competitive world. By doing so huge revenue
can be generated and tough competition is formulated for competitors in the competitive market
place. There are many software companies which inroads into auto-mobile industry by
providing leasing services, usage based insurance and new finance through which customers
engaged and satisfied by enhancing the after sales services and solutions. By adopting the current
trends and partices prevailing in the open market place customers emerging needs can be full-
filled and sales volume can be raised accordingly. It also helps to firm to motivate skilled and
unskilled workers to perform effectively and efficiently to achieve their personal and
professional goals in the set time duration. Below are current trend and partices which are used
for auto mobile industry in Dubai are explained as follows:
Crossover vehicles: In the global market the existing trend which is prevailing in the
market is crossover vehicles. Nissan which is a leading Japanese car company by adopting this
trend will be able to double their profit maximization ratio in the competitive market place. As
young generation expects comfort and operational cost effectiveness for them this crossover
vehicles is best. This vehicles does not compromise comfort level at any cost and tries to full-fill
the emerging needs of the customers. It is a mixer of regular sedans and SUVs which makes it
unique in nature. Due to which large number of customers gets attracted towards the product and
services.
IoT Sparking the growth of connected cars: It is device which is widely used in auto-
mobile industry. It is also a part of existing trends in the cut throat competitive world. Nissan by
adopting this in their working premises helps in development obscurity and ultimately became a
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necessary personal item in order to connect to the internet. By doing so sales volume of the car
can be raised and huge profit can be raised accordingly. Moreover, the technology isn't new but
by adoption rate of connection with vehicles this will steadily grab up the huge market ratio over
the years.
3D printing changing the face of auto-mobile manufacturer: 3D printing is the
existing trend which is widely carried out by Nissan. By doing so more and more customer base
has been raised for the car which is a positive sign for the company. The 3D prototypes has
raised the safety and cost effective nature due to which business associates are able to
accomplish competitive advantages against rivalry. This leads in gaining huge market ratio as
well as strong relation is build in among employer and employee.
Improve pricing with block-chain capabilities: This another trend and practices which
is prevailing in the global market. But this is a big challenge for Nissan auto-mobile to deal with
counterfeit parts. But for the problem of managing counterfeit parts can be solved by block-chain
effective solutions. This aspects investigate the issues and make it similar in nature as well as
transparency is build into the system. By doing so overall pricing strategies is upgraded and by
block-chain fair pricing is set for car in the open market place.
To provide in depth of understanding of the team digital transformation and how this is
interconnected with the digital strategies/ social engagement
Nissan is the auto- mobile organisation which is dealing all over the world. With the ehlp
of social media tools, it is easy for managers to understand what is the success rate of project and
in case of any change in working style, corrective measures has to be taken. For Nissan, it is not
easy to perform actions working individuals. As per Alex York, 2019 There is requirement of
team through which organisation is able to use new and different techniques. Team is group of
individuals who are working in group to achieve similar aims and objectives are achieved. As
compared to older days, there is requirement of complete knowledge to individuals working in
team, so they work by sitting at specific place. But with the help of social media model, it is easy
for individuals to work in better and effective manner while they are sitting at distant place
because there is ease in working as people can communicate frequently and in effective manner.
With the help of digital technology, managers of Nissan to work in team and perform
actions with understanding external market. These days, as Nissan is operating globally, so it is
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easy for managers to operate through digital media and physical presence of team mate gets
changed with digital team. For instance: team mates are discussing their project through video
call conferencing on Skype, Apple TV, etc. This makes easy for individuals to work in group and
get correct and relevant outcome. Teams are working with more efficiency because team mates
have proper knowledge about roles ad responsibilities. In case of any mismanagement, corrective
actions can be taken at that instance only. Digital technology is important for Nissan because
they are working at global level and team mates are sitting at distant place. With use different
social media techniques, it is easy for managers of Nissan to understand what has to be done to
get improvement in services. For instance: there is change in technological changes which results
in up-gradations in social media techniques due to change in working style.
With understanding external market, it is analysed that there is requirement of proper
knowledge about external market through which implementation of social media is possible.
There is requirement of proper panning through which individuals are able to understand what
has to be done and taking corrective actions accordingly. With use of social media modelling,
there is ease in integration of working of overall organisation. In social media model, there is
positive impact on organisational aims and objectives because of change in working style. It is
important to understand current marketing strategies which is essential to perform actions with
consideration of external market because of change in working style. There is proper
identification of information through which it is easy to understand changes which are taking
place in current market. There is requirement of complete information regrading social media
through which employees of Nissan get complete information about working style. As per
change in social media working of Nissan because workers has to perform actions with
consideration of external market. It is important and relevant to understand changes which are
taking place in external environment, so Nissan is able to out shine in industry because of change
in social media.
As per view of Tony Tran, 2019 Team of Nissan gets transformed in digital form because
of use of social media strategies. It is crucial and relevant to understand changes which are
taking place in external market, hence managers are able to perform activities in consideration of
market. There is improvement in working style of Nissan because of change in working policies
and it is essential to understand it by employees, so they can implement it in proper and effective
manner. If managers of Nissan wants to expand business in market, then they have to perform
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actions with consideration of change in social media techniques because it assist in getting
business operations easily with understand progress rate of project. There is requirement of
change in auto – mobile segment as per change in demand of consumers, legal policies, political
factors, etc. So it is responsibility of managers to implement it. Hence in this case, there is
requirement of change in working style with approval of top level mangers which are at head
quarter. So with use of social media strategies, it is easy to connect with top level managers and
get proper communication with the. With the help of social media assistance, team can perform
their operations with communicating through audio, video calls, group chats, etc. There is ease in
transferring data from one individuals to other in document form with considering security and
authenticity format. With the help of digital teams, it is easy for managers to communicate
frequent and get correct response with evaluating current situation. Managers can transfer data
related to consumers and they are able to discuss over it to get proper outcome from it.
To assess the current social media engagement of Nissan. Compare with the direct competitors
and provide recommendation for the future to critically evaluate primary and secondary
data
It collects the audiences likes, shares and comments on an online business or on products
by social media efforts like posting images or videos of their launching products. Through social
media a company can maintain their relationship with customers for long-term. Usually it is used
to promote and advertise the product and it is purely responsible for sale. Nissan Motor Co. Ltd
is an 84 years old automobile company. Nissan is highly positive in social media engagement.
As it indicates a genuine interest and good reputation among customers. According to Sarwant
Singh 2019 Understanding public sentiment towards the company is crucial in all industries.
Nissan is earning audiences support for its 2015 leaf vehicle with a participation in social media
campaign on Twitter, Instagram and a series of online videos on YouTube. There are some
factors used by Nissan to engage their customers:
Post daily: To keep the company on top of the newsfeed on social media, they need to
post daily or frequently about their product. Posting images frequently on social media keeps the
brand visible for customers, reminding them that this brand is exist and also have something
interesting to say. As 90% of population uses social media frequently so they need to post about
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their product on time. And also don't go overboard as too many posts prove that you are a spam
user. So, decide post's daily limit.
Use images: Images majorly increase interaction rates for the social media platforms in
comparison to videos as it takes time to load and many of the users will scroll the newsfeed too
fast. Research has shown that posts with images and attractive content have an 85% interaction
rate as compared with other types of posts.
Listen: Engagement is a two way path. As it involves the critiques and brand. Listen that
what people are saying about your brand and respond to critiques in a positive manner. If users
will give negative feedback then don't respond in an offensive manner, be calm and listen or
answer them in an appropriate way. Then make sure everyone sees how responsive and generous
the brand can be.
Monitor: It is necessary to monitor the social account like who is seeing your posts and
responding on it. There are several free social media marketing apps which track re-tweets,
shares and likes associated with the company. There are paid promotions also through which
company can promote and advertise their product. There are some free sites like HookSuite,
Social Mention etc. through which company can monitor that who is seeing or responding on
posts.
Contests: This is the best way which is used by Nissan to increase interest in the brand.
Like company mostly organises contests in the festive season to attract customers towards the
brand as everyone like free stuff and this factor will increase customers views on the brand.
Cover all the social media bases: Make content for the top social media sites like
Facebook, Instagram and Twitter and cross-pollinate your content among all the social media.
For example, link the best or dynamic post of the brand to the top social media sites.
COMPETITORS OF NISSAN
As there are many competitors of Nissan like Volkswagen, Honda, Toyota etc. and they will use
their different methods of social media engagement like live activity updates, message tags etc.
But the methods which Nissan uses are great and those methods make it the best company. As
mostly companies uses social media video tool to promote their product and videos are
appropriate as they cover full knowledge of product. But somehow they forget that videos will
buffer and sometimes take long time to play. Thus, Nissan doesn't use social videos as its
engagement or promotional tool.
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RECOMMENDATIONS
There are some major drawbacks of using social media like cyber security as the
confidential information of company become public or data can be easily accessible by others.
So, the major drawbacks of using social media are:
Cyberbullying: It becomes trendy on the social media as many companies will become
victims of cyberbullying over the past. Like, the fraud users will promote easy or accessible
schemes for people on social media and share some links to buy products of the brand. So in this
case, Nissan should be more manual sell most of its products part offline. Moreover, even if the
company plans to sell its product online, in order to improve its online strategy, the firm must
ensure protective actions against these aspects through essential surveys, which would help the
company in enhancing the scope of engagement of people.
Market Analysis: Another recommendation for Nissan is that the company must engage
in appropriate market analysis in order to present their products effectively in ways which is
essential for them to attract masses. Moreover, this would help them assess what marketing
methods and techniques could be adopted by the company in order to attract its target market in
different locations.
Cyber Security: There are aspects which are associated with threat which the company
could face from social media, such as data infringement and rising risk to confidential
information. Thus, in order to combat the same, the organisation must adopt several measures
such as adoption of safety tools within their social media portals like Facebook, Twitter and
Instagram. Adoption of these tools would allow them to safeguard their crucial and confidential
information from being released within the public.
Adoption of all these methods are associated with enhanced and effective social media
engagement improving on the part in context with increased commitment of people towards the
company and increased level of security.
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REFERENCES
Books and Journals
Online
Lloyd. T., 2018. DIGITAL CUSTOMER ENGAGEMENT – WHAT IT IS AND WHY YOU NEED
IT. [Online]. Available through: <https://callvu.com/blog/digital-customer-engagement-
what-it-is-and-why-you-need-it/>.
Linda d. Hollebeek, 2019. Customer Engagement. [Online]. Available through:
<https://www.researchgate.net/publication/232906670_Customer_Engagement>.
Lambert. B., 2019. The Definition of Sales - Professional Selling Defined. [Online]. Available
through: <https://ezinearticles.com/?The-Definition-of-Sales---Professional-Selling-
Defined&id=1309312>.
York. A., 2019. What Is Social Media Engagement & Why Should I Care?. [Online]. Available
through: <https://sproutsocial.com/insights/what-is-social-media-engagement/>.
Tran. T., 2019. How to Increase Social Media Engagement: A Guide for Marketers. [Online].
Available through: <https://blog.hootsuite.com/social-media-engagement/>.
Singh. S., 2019. Top Automotive Trends In 2019: A Year Of Wows And Woes. [Online].
Available through: <https://www.forbes.com/sites/sarwantsingh/2019/02/11/top-
automotive-trends-in-2019-a-year-of-wows-and-woes/#341966571be8>.
John. A., 2019. The social media model. [Online]. Available through:
<https://www.stabroeknews.com/2015/the-scene/10/03/the-social-media-model/>.
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