Social Media Marketing in Japan

Social media marketing Social media marketing Social media marketing Social media marketing

in Japanin Japanin Japanin Japan

Why Japan

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10th, after RussiaFrom Wikipedia.orf

3rd, after U.S. and ChinaFrom Wikipedia.orf

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Photo by Héctor de Pereda on Flickr.com

Hang on!

Why do we want to use social

media for marketing?

And what is social media?!

Wikipedia says…

Social media refers to interaction among people in which they create,

share, and/or exchange information and ideas in virtual communities

and networks. Andreas Kaplan and Michael Haenlein define social

media as "a group of Internet-based applications that build on the

ideological and technological foundations of Web 2.0, and that allow

the creation and exchange of user-generated content." Furthermore,

social media depend on mobile and web-based technologies to create

highly interactive platforms through which individuals and

communities share, co-create, discuss, and modify user-generated

content. They introduce substantial and pervasive changes to

communication between organizations, communities, and individuals…

(followed by 50,000 letters of explanation)

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But let’s dig it deeper

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There are 4 types of

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Interact by tagging websites and searching

through websites bookmarked by other people.

About.com

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Interact by voting for articles and commenting

on them.

About.com

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Interact by adding friends, commenting on

profiles, joining groups and having discussions.

About.com

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Interact by sharing photos or videos and

commenting on user submissions.

About.com

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Interact by adding articles and editing existing

articles.

About.com

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• Blog

• Slideshare.net (users post PowerPoint,

PDF, Keynote or OpenDocument

presentations)

• Online forum (often annoymous)

• Ustream (video streaming service)

Now you know what

Is!

So why would you use

for marketing in Japan?

http://www.youtube.com/watch?v=GaRLnHwFnFw

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Do not use social media

Use social media

That is 40% of the

entire population!



65% (=33 million) post

message of articles.


Yes No


More than 20 million twitter users!


0

10,000,000

20,000,000


20k tweets per second at

“BALS – Laputa” festival!


0

5000

10000

15000

20000

Per

second


30 million registered user of Niconico

Douga (youtube alternative in Japan)


0

10000000

20000000

30000000


12millon, 85% of 20’s are users


Users

Not users

http://www.youtube.com/watch?v=GaRLnHwFnFwhttp://www.youtube.com/watch?v=GaRLnHwFnFw


70% talks about products

and companies


Yes

No


2012


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2012


Photo by [Jim] on Flickr.com

So what should I do?

listen

• Use google alerts and local social bookmarking

news to find posts about your products.

• Tweetdeck

• SocialMention

• Comments on blogs

• Google analytics

Don’t campaign or promote. Speak

something useful to the audience!

• Blog

• Facebook fanpage

• Niconico douga, Youtube

• Twitter, pinterest, instagram, etc..

Why?

• More posts, higher placement on search

results.

• More articles, more share.

• Helpful content = trust = leads = sales

Encourage sharing blog posts

by social bookmarking buttons!

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The most popular social bookmarking, social news tool

Social news. List of popular news page categorized by tags.

age %

>19 9%

20-29 13%

30-39 24%

40-49 25%

50-59 17%

60> 12%

>19

20-29

30-39

40-49

50-59

60>

hatena

Informatio

n service

27%

Manufactu

re

20%Internet

14%

retail

8%

other

services

24%

industry %

Information

service26%

Manufacture 19%

Internet 13%

Retail 8%

finance and

insurance6%

agriculture and

construction1%

other services 23%hatena

work %

engneer 33%

admin 13%

service 14%

sales 7%

executives 5%

other 28%

engneer

admin

service

sales

executives

other

hatena

27.1 million usersFrom mixi

mixi

IT

cosmetics

traveleducation&HR

retail

others

finance food

home electronics

mass media

automobilereal estate

Other

10kk

15kk

19kk21kk

2012.2 2012.9 2013.2 2013.9

Facebook page and/or google+

and shares fans’ posts

• Share posts of fans and other fans share them

• Create event and invite people

• Embed youtube

• Analysis tools

• Install applications

• Display HTML page by embedding iframe page

hosted on web server

Photo by ThisParticularGreg on Flickr.com

Japanese youtube alternative

10s

16%

20s

41%

30s

23%

40s

13%

50s

4%

other

3%

recipe website with more than 1.5 million recipes

The biggest anonymous internet forum

2.5 million posts / day!In 2007

11,700,000 usersIn 2009

230,000,000 PV/DayIn 2013

Blogs that post summary and quotes from anonymous internet

forum 2ch

More than

300 blogs

Some people earn 500,000 JPY, 1 million PV a month

Which means…

…If your product review is posted on 2channel

and quoted on blogs, you will earn million PV

for no cost!

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Kawaii cultureKawaii (かわいい [kaw͍aiꜜi], "lovable", "cute", or "adorable") is

the quality of cuteness in the context of Japanese culture.

(wikipedia)

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Aesthetic typography in Kanji

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(´・ω・`)3. Different symbols, facemark

and internet slangs.

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Successful cases of Viral

marketing in Japan

Google map retro game version

Pizza cans by domino pizza

must be exciting!

Let’s get psyched on

Thank you very muchMasaharu Hayataki

Freelancer.com:

http://www.freelancer.com/u/hayatakimasaharu.html

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Email:[email protected]

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