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20170902小坂資料「小坂流コンセプトダイアグラム活用法」
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20170902小坂資料「小坂流コンセプトダイアグラム活用法」
1.
小坂流 コンセプトダイアグラム 活用法 1
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自己紹介(過去) 株式会社環:2000年~2017年3月 ウェブ解析士:2010年~ 旅人:2017年3月~6月 2
3.
旅人 3
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自己紹介(今) 4 MA スマホ アプリ 解析 EC
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最近の話題から 5
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6
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KGIとKSFとKPIの例 (推測) 宮城県の観光客を増やそう ↓ 来県増目標は〇人にしよう。 ↓ 動画〇人見たら〇人来るんじゃ ない? Youtubeから〇人呼ぼう ↓ よし炎上させてしまえ ↓ 再生数450万も増えたよ。 ↓ 観光客増えますか? 7
8.
宮城県知事曰く 妖艶(ようえん)な壇蜜さんの 魅力を最大限に引き出して、宮 城は夏でも涼しいということをP Rすることが狙い。成果はあった。 ↓ 成果の根拠を説明していない これまでの観光PR動画より (アクセスが)30~40倍に もなっているのは『災い転じて福と なす』だ ↓ KPIが目的になっている 8この夏宮城県に行く人は何人いたのか?
9.
目的を見失うことが多い 目的からかい離したり、連携がおろそかになることが多い。 KGIとKSF・KPIの関係のチェックがされないケースがある 9
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うどん県 10
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この違い プロモーションはプロモーション サービスはサービス という考えでは通用しない 11
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本日の話題 1. 変化、セールスの課題、マーケティングの課題 2. ウェブ解析
1.0,2.0,3.0 12
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環境の変化と課題 13
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3つの変化 14
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①事業・生活の変化 15 経験と知識のある人 機械・技術など人が操作 経験と知識のある人 機械・技術など 人が操作 データ提供 経験と知識のある人
デジマ/AI/IoT 人が要望 機械が操作
16.
①事業・生活の変化(例:広告運用) 16 経験と知識のある人 広告プラットフォーム人が操作 経験と知識のある人 広告プラットフォーム 人が操作 データ提供 経験と知識のある人
広告プラットフォーム 人が要望 最適化 ウェブ解析1.0 ウェブ解析2.0
17.
①必要なスキルが変わる (昔) 操作や業務知識が重要 データを分析することが大 切 (今) 要望や目的を明確にする ことが重要 データを分析するだけでは なく、適切に集めることが大 切 17 ウェブ解析 担当者は 最初から 入る ウェブ解析1.0 ウェブ解析2.0
18.
②営業・マーケティングの変化 18 20代の女性の消費者行動 ネットで調べて店舗で買う割 合 「雑誌・テレビで調べて店舗で買う」 「店舗の商品から選んでネットで買う」 より多い。 BWRITE 調べ
19.
②営業・マーケティングの変化 19 BtoB領域では、 57%もの顧客が 営業担当者と会う前に 購買製品を決めている 出典:CEB、 "The Challenger
Sale, " 2011
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②組織変革が必要 営業とマーケティングは切り離せない。 20
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③デジタルに関わる人の増加 マーケティング(広告・分析含む) 営業 製品開発 広報 人事 21
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③関わる人の増加 社⾧)業界トップを目指そう ↓ 部⾧)売上を30億円増やそう ↓ ウェブで新規1000人確保しよう ↓ セッション数1万人増やそう Youtubeから8000人呼ぼう ↓ よし炎上させてしまえ ↓ おっ、セッション数2万も増えた ↓ 売上増えました? 22
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ウェブ解析担当者の仕事 1. 要望や目的を明確にし、各施策に与え続けること(Why?) 2. データを分析するだけではなく、適切に集めること 3.
事業を考えること(営業もマーケティングも)(What?) 4. 目的からかい離するのを防ぎ、連携をしっかり行うこと(True?) 23
24.
KGIとKPIの関係性 KGIを達成するための施策を検証できるのがKPI しかし KPIを達成したらKGIに近づくとは限らない。 24
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KGIがおかしい事例 宮城県の事例で言えば 「認知度をあげる」ではなく「〇〇な人の認知度をあげる」 「再生数を増やす」ではなく「〇〇な人の再生す数を増や し、〇〇な態度変容を起こす」 25
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数だけでなく質が重要 26 現状 共感 知識
27.
では正しいウェブ解析は? ユーザを目標に近づけるには「どのようなステップ」が必要で、 「どうすれば達成」できて、「どうすれば測れる」のか?をあら かじめ考え、組織内で意思統一し、測りながら進める。 27
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ウェブ解析は ビジネスづくり 28
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事例紹介(ウェブ解析士の例) 29 Googleアナリティク スでの流入増加 アクセス解析の講 座立上げ 受講者増加 セッション増加 新しい講座・資格立 上げ 口コミで広がる 専業以外の人増 事業分析ニーズ カリキュラム改訂営業関係者へ普及カリキュラム改訂 ウェブ ウェブ ウェブ ウェブウェブ この中でウェブ解析担当者が関わるのはどこでしょうか?全てウェブ解析担当者が関わる
30.
ウェブ解析=分析ではない 1. 要望や目的を明確にし、各施策に与え続けること(Why?) 2. データを分析するだけではなく、適切に集めること 3.
事業を考えること(営業もマーケティングも)(What?) 4. 目的からかい離するのを防ぎ、連携をしっかり行うこと(True?) 30
31.
ウェブ解析はビジネスづくりの一部 ウェブや広告を改善するだけではもったいない ビジネスモデルに反映し、新たなビジネスやチャネルを作り、 事業を動かしていくのがウェブ解析の本髄 31
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コンセプトダイアグラム 32
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コンセプトダイアグラムの活用 ・戦略の具体化・可視化 ・ユーザの態度変容を促す ・施策とKPIが明確になる ※本日は復習を兼ねて 33
34.
コンセプトダイアグラム(宮城県) 34 軸① 宮城県への好印象 軸 ② 宮 城 県 の 知 識 家族で涼みに行きたいお母さん プランが 作れない 躊 躇 家族で涼しい 宮城県に満足 宮城ってこん なに涼しんだ でも何がある の? 宮城の涼しさがわかる写真 統計 松島・青葉 城等楽しそう 観光地紹介動画 お勧め経路 車・鉄道など 交通便利ね 面倒だなあ 宮城県までの行き方 宮城県内の移動プラン 子どもは楽しめ るのかな? 各施設子供 割あるのね プロモーションに合わせて夏の割引実施 子供向けプラン ポケモン列車の紹介 実際に行く 動画をどこで使うのか 誰に見てほしいのか どういう印象を与えるのか?
35.
ポイント ・プロモーションだけで考えない 集客に合わせてプランを作るなど ・量だけではなく質を求める 数は一人一人の集合体 ・測定方法を決めておく 測定はウェブとは限らない。アンケートなども活用。 35
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つまり コンセプトダイアグラムは サービス を考えなければ有効活用できない。 36
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ビジネスへの活用 37
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今までの軸 従来の世の中におけるプロモーション 自社や商品を理解してもらう:知識 自社の商品を欲しいと思ってもらう:意欲 商品ありき、これいいでしょ? テレビ広告や営業マンの話が象徴 38
39.
新しい軸 デジタルで情報があふれる世の中 企業とユーザとの距離:共創 社会や仲間の意見を気にする:不安解消、安心、共感 Amazonが象徴 39
40.
関係性の変化(リーンスタートアップ) ☆売る人と買う人→一緒に作り買う中間層 (例:インフルエンサー、クラブツーリズム、サポーター) ☆身近な意見だけで決める→多くの人の意見で決める (例:口コミサイト、twitter、instagram) 当事者意識を持ちやすくすることが大切 40
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ウェブ解析を例に 41
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ウェブ解析を例に コンセプトダイアグラムで考える ※あくまでも小坂個人の見解です。 ・ウェブ解析1.0(前夜~2013年ごろ) ・ウェブ解析2.0(2014年~2017年) ・ウェブ解析3.0(未来) 42
43.
描画の手順と作画ルール 作図上の決まり事とその意味 描画に使う各線や図には、役割と意味があるので、それを踏まえて作図する。 ゴール到達に至るステップ(気 持ちの変化またはアクション) 望ましい気持ちの変化 望ましくない流れ 補足説明のためのカスタマー の心の声 スタート地点 ゴール ピットフォール(落し穴)
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コンセプトダイアグラム(ウェブ解析1.0) 44 軸①数字の見方 軸 ② 投 資 意 欲 CVを増やしたいウェブ担当者 数字オタク 投 資 破 綻 社内でウェブ 施策の評価 UP 言葉の意味 知りたい いいの?悪い の? 用語を説明してあげる 比較できた 他社比較・事例を示す トレンドを追 う 面倒だなあ 毎月レポートを作成してあげる 何すればいい の? 広告や施策 の提示 改善施策の提示 広告の提案 継続していく 立場はウェブ解析士 レポート&報告会
45.
コンセプトダイアグラム(ウェブ解析2.0) 45 軸①様々な手法論 軸 ② 影 響 力 デジタルマーケティングを事業の中心にしたい担当者 準備万端 実行不可 偏 り デジタルマー ケティングの 浸透 最新のトレン ドを知りたい 俺だけじゃでき ないじゃん アドネットワークやDMP等の理屈 データ連携の方法 周囲もわかっ たらしい 関係者への説明資料 プレゼン ツール紹介 やるの大変よ ね? 実施に向けたツールの紹介 代行・コンサルティング 周囲を巻き込み たい 見える化推 進 自動化、BIによる自動レポート 立場に合わせたレポート 継続していく 立場はウェブ解析士 教育と設定、運用監視
46.
コンセプトダイアグラム(ウェブ解析3.0) 46 軸①声を聴く 軸 ② 声 を 出 す お客さんと共創してサービスを作りたい事業責任者 切がない ス テ マ 顧客が 自社ごと と思う 売れるものを 作りたい 新規顧客にいい 印象を持ってほ しい 顧客の態度変容を把握する仕組 上記をサービスに取り入れる仕組 評判をよくし たい SNS活用 インフルエンサー アプリ、会員 化 この人たちも取 り込みたい スマホの面を取る 最適化施策を打てるようにする より最適化した い IoTやAIの 活用 オウンドメディア作成。効果検証 検討・注文・最適化の流れを一環で 多品種少量 生産 立場はウェブ解析士 データ取得・自動化・IoT
47.
変化まとめ ・担当者 ウェブ担当者→デジタルマーケティング担当者→事業責任者 ・目的 ウェブ施策の評価→デジタルマーケを軸に→顧客を巻き込む ・やること レポート→教育→自動化 47
48.
最後に データ設計が大切 顧客と一緒に レポート作成や施策実施はできるだけ自動的に 顧客の声をサービスに 48
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おススメ本 49
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ご清聴ありがとうございました。 FB:「小坂淳」 メール:kosaka@kosakaatsushi.jp 50
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