1. An Easy Access Social Media Marketing Method
for Japanese Enterprise
Gosuke Kumamura
Central Marketing Grp.
Microsoft Co., Ltd.

2. Today’s Topic
I. Introduction
i. Gosuke is...
ii. The first step to get into Social Media World
iii. Background – in The U.S.
iv. Background – in Japan
II. As the part of ‘Digital Marketing’
i. Digital Marketing Initiative - Digital Centers of Excellence (DCOE)
ii. ‘Social Media Centers of Excellence’ (SMCOE)
iii. SMCOE Task Force
iv. The ‘Handbook’
v. Considering Cultural Gap

3. Today’s Topic – cont’d
III. Considering Cultural Gap
i. Characteristics of Japanese ‘Social Media Culture’
ii. Differences of ‘Social Graph’ Formulation
iii. Differences of Social Media usage (Blog, SNS, Twitter…)
IV. What’s in the ‘Handbook’?
i. The ‘Handbook’ has 3 sections
ii. Section 1: Overview
iii. Section 2: Strategy Formulation
iv. Section 3: Rules/Guidelines
V. Conclusion

4. I. Introduction
i. Gosuke is…
A saxophonist
Played as a professional mucisian
Played jazz, rock, funk, R&B, pops, etc…

5. I. Introduction
i. Gosuke is…
A ‘Social Media Lead’ of Microsoft Japan
• The ‘Driving Force’ behind the movement to
Social Media Marketing
• The ‘Pivotal Figure’ of laying down the rules,
guidelines, and policies
• In-Company Consultant of drawing up the
strategies of Social Media Marketing
• The ‘advisor’
• Handling practical operations occasionally

6. I. Introduction
ii. The first step to get into Social Media World
It’s not ‘Mandatory’ but ‘Unavoidable’
• It must be required (by HQ) sooner or later
• It’s highly possible that some customers are
already users of Social Media
• Certain employees are already ‘active users’
• It’s highly possible that the company will get
caught in ‘flame’ regardless of participation
• Getting into Social Media World is Unavoidable

7. I. Introduction
iii. Background – in the U.S.
The headquarters
• The movement of Digitalization accelerates
over the past few years (especially for Ad)
• Planning to make use of Social Media for
Business/Marketing purpose since 4 yrs. ago
• Focusing on Buzz/Viral Marketing
But there’s a big doubt for adoption

8. I. Introduction
iv. Background – in Japan
The Subsidiary
• It’s highly possible that HQ’s methodologies
will be adopted without ‘localization’
• ‘Bubble’ of Social Media Marketing is growing
• Fueled by the famous case studies
• Getting many proposal by Agencies
• Some activities have started without planning

9. II. As the part of ‘Digital Marketing’
i. Digital Marketing Initiatives
Digital Centers of Excellence (DCOE)
Digital Marketing Initiatives
Digital Marketing
Mix
Standardized
Framework &
Process
Skill
Development of
Employees and
Agencies

10. II. As the part of ‘Digital Marketing’
i. Digital Marketing Initiatives
Online AD
(OACOE)
Guidance of
placement of
Online Ads in
external media
E-mail
(ECOE)
Guidance of
email mktg.
including
Promotional
Email and Mail
Magazine
Search
(SCOE)
Guidance of
Search Engine
Optimization
and Listing
Ads
Campaign
Site
(CSCOE)
Guidance of
Campaign
Sites
development &
deployment
onto Corporate
Website
Components
Strategy
Resources
Process
Internal
Communication
Policy
Measurement
Tools
Skill
Social
Media
(SMCOE)
Guidance of
‘Social Media
Marketing’

11. II. As the part of ‘Digital Marketing’
ii. ‘Social Media Centers of Excellence’ (SMCOE)
•Monitoring &
Information
Sharing
•Adopt for
projects
proactively
•Company-wide
Training based
on ‘Handbook’
•Basic Guidance
SMCOE
‘Handbook’
Training
Seminar
Social
Media
Listening
Pilot
Project

12. II. As the part of ‘Digital Marketing’
iii. SMCOE Task Force
Agency
• Mandatory to collaborate with
the teams involving
information transmission and
reception
• Training is the most important
factor
• Take enough time to coordinate
• Necessary for ‘Objective View’
• Should not be ‘Platform-Centric’
• Must be familiar with various social media as a
‘user’
Task
Force
Mktg
Ad
PR
Legal
Training

13. II. As the part of ‘Digital Marketing’
iv. The ‘Handbook’
The ‘Handbook’ will give the employee…
• Systematic knowledge of Social Media
Marketing
• Ideas to utilize Social Media for developing
their digital marketing plan
• Skills to measure the performance of their
Social Media Marketing activities appropriately
• Knowledge to master Social Media sanely
without ‘flaming’

14. II. As the part of ‘Digital Marketing’
v. Considering Cultural Gap
United States vs. Rest of the World
Head
Quarters
Subsidiaries Subsidiaries Subsidiaries Subsidiaries
but…

15. II. As the part of ‘Digital Marketing’
v. Considering Cultural Gap
Social Media ≒ “Society”
Everything might be changed by Country, Language, Culture, etc...

16. III. Considering Cultural Gap
i. Characteristics of Japanese ‘Social Media Culture’
Strong Anonymity
Offline to Online
Deepen over Broaden

17. III. Considering Cultural Gap
ii. Differences of ‘Social Graph’ Formulation
“Online to Offline” vs. “Offline to Online”

18. III. Considering Cultural Gap
ii. Differences of ‘Social Graph’ Formulation
The influence of ‘Real Social Graph’ is very strong for ‘Social Graph’
formulation
• How many friends have not met in your SNS and/or twitter Account?
• Have you ever (been) asked your friend before sending
‘Friend Request’?
• What do you do with Facebook except submitting/accepting
‘Friend Request’?

19. III. Considering Cultural Gap
ii. Differences of Social Media usage
‘Bonding’ over ‘Finding’
Finding
Bonding
Japanese Social Media users have a
greater tendency for ‘bonding’
than ‘Finding’
Japanese Social Media users need
‘Friends’ over ‘Acquaintance’

20. III. Considering Cultural Gap
ii. Differences of Social Media usage
The ‘Friends’ and Social Media
US
•Find and expand new relationships
•Show personal information to help finding
new relationships (name, occupation, place
to live...)
•Broaden over Deepen
JP
•Build confidence of existing relationships
•The functions and services for nurturing
relationships are required
•Deepen over Broaden
Social Media Japan US
Blog Using as ‘Lifelog’ (private diary) and
communication tool among friends
Delivering their own idea and opinion
SNS Building (nurturing) confidence of
existing relationships
Developing new relationships
Twitter Similar usage as Blog (there are not
obvious distinction between Blog and
Twitter) or getting information from
news source
Using as ‘Lifelog’ and communication
tool among friends

21. IV. What’s in the ‘Handbook’?
i. The ‘Handbook’ has 3 sections
Overview
• Overview of Social Media and its market size
• Enlightening the ‘Sense’ of Social Media Usage
Strategy
• Explaining action plan with detail
• Totally covers from ‘Strategy Formulation’ to ‘Measurement’
Rules
• The Rules/Guideline of Social Media Usage for
Business/Marketing purposes
It’s not only ‘Rulebook’ but also ‘Playbook’

22. IV. What’s in the ‘Handbook’?
ii. Section 1: Overview
Overview Strategy Rules
• Advantage of ‘DO’ over Disadvantage of ‘Don’t Do’
 This section was the presentation for Managers/Directors
 Explained the Disadvantage of ‘Don’t Do’ deeply
 Explained with dispassionate view and without ‘Magic Case Studies’
 Enriched and Equalized the knowledge of employees and Agencies

23. IV. What’s in the ‘Handbook’?
ii. Section 2: Strategy Formulation
Overview Strategy Rules
• Be ‘Strategic’ and ‘Visualization’
 Emphasized ‘Leverage’ over ‘Use’
 Emphasized to ‘leverage’ Social Media as Tactics for resolving the problem
 Explained how to ‘leverage’ Social Media deeply with detail
 Explained how to track and measure the performance especially

24. IV. What’s in the ‘Handbook’?
ii. Section 2: Strategy Formulation
Planning Budgeting Deployment Measurement Optimization
Finding Problems
and Issues
Define 5W1H
WHEN
WHERE
WHO
WHAT
HOW
WHY
Develop Strategy
people
objectives
strategy
technology
P
O
S
T
Structure of Strategy Formulation

25. IV. What’s in the ‘Handbook’?
ii. Section 3: Rules
Overview Strategy Rules
• Do not be ‘Detailed’ but ‘Principle’
 Various usage of Social Media depend on Organizations and Activities
 Corporate communicates but handled by ‘Individual’
 Nothing will can be done with ‘Detailed’ rules
 Emphasized ‘Appropriate Response’ is the most important factor
 Rule is important but ‘Training’ is more important

26. IV. What’s in the ‘Handbook’?
ii. Section 3: Rules
1. Show you’re working as MSKKs employee at first, the show
your name, title, and job
2. Do not publish confidential information and abide
Employment Agreement
3. Speak your personal opinion within your specialty
4. Think about responsibility of both MSKK and yourself comes
from your posts
5. Be open
6. Respond quickly and correctly
7. Acknowledge your error (do not hide or cover-up)
8. Do not libel against other people and companies
9. You are liable for compliance with the law of privacy,
copyright, and relevant
10.Remember, you’re one of many participants of Social Media

27. V. Conclusion
• Mandatory to collaborate with the teams involving
information transmission and reception
• ‘Enlighten’ but DON’T ‘Fan’
• DON’T Control, just advise
• Social Media is just the ‘Tools’
• DON’T hound the External Case Studies so much
• Keep providing the Training
• Share what we do everytime

28. V. Conclusion
• Participate Social Media as much as you can
• Think Objectively
• DON’T be a Dream Maker, be an Advisor
• Make many friends
• Prepare for many meetings ([Orgs.] × [Hierarchy])
• Keep motivate yourself
• DON’T give up to communicate
For NEXT “Social Media Lead”