Social Media Marketing in Japan

Social media marketingSocial media marketingSocial media marketingSocial media marketing
in Japanin Japanin Japanin Japan

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10th,after Russia
From Wikipedia.orf

3rd, after U.S. and China
From Wikipedia.orf
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Photo by Héctor de Pereda on Flickr.com

Why do we wantto use social
media for marketing?

Social mediarefers 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 mediadepend on mobile and web-based technologies to create
highly interactive platforms through which individualsand
communities share, co-create, discuss,and modifyuser-generated
content. They introduce substantial and pervasive changes to
communication between organizations, communities, and individuals…
(followedby50,000letters of explanation)

But let’s dig it deeper
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Interactby taggingwebsites and searching
throughwebsites bookmarked by other people.
About.com

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Interactby votingfor articles and commenting
on them.
About.com

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Interactby adding friends, commentingon
profiles, joininggroups and havingdiscussions.
About.com

Photo by Steve Cherrier Flickr.com

Interactby sharing photos or videos and
commentingon user submissions.
About.com

Interactby adding articles and editing existing
articles.
About.com

• Blog
• Slideshare.net (users post PowerPoint,
PDF, Keynote or OpenDocument
presentations)
• Online forum (often annoymous)
• Ustream (video streamingservice)

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
entirepopulation!

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

70% talks about products
and companies
Yes
No

2012
Photo by Sebastiaan ter Burg on Flickr.com

2012
Photo by [Jim] on Flickr.com

• 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
somethinguseful to the audience!
• Blog
• Facebook fanpage
• Niconicodouga, Youtube
• Twitter,pinterest, instagram,etc..

• More posts, higher placement on search
results.
• More articles, more share.
• Helpful content= trust = leads = sales

Encourage sharing blog posts
by social bookmarking buttons!

Photo by Marc Veraart on Flickr.com

The mostpopular social bookmarking, social news tool

Social news. List of popular news pagecategorized 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
service
26%
Manufacture 19%
Internet 13%
Retail 8%
finance and
insurance
6%
agricultureand
construction
1%
other services 23%
hatena

work %
engneer 33%
admin 13%
service 14%
sales 7%
executives 5%
other 28%
engneer
admin
service
sales
executives
other
hatena

IT
cosmetics
travel
education&HR
retail
others
finance food
home electronics
mass media
automobile
real estate
Other

10kk
15kk
19kk
21kk
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

10s
16%
20s
41%
30s
23%
40s
13%
50s
4%
other
3%

recipe website with more than1.5 millionrecipes

The biggest anonymousinternetforum

2.5 million posts / day!
In 2007
11,700,000 users
In 2009
230,000,000 PV/Day
In 2013

Blogs thatpost summary and quotes from anonymousinternet
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 millionPV
for no cost!

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Kawaii culture
Kawaii(かわいい[kaw͍aiꜜi],"lovable","cute", or "adorable")is
the qualityof cuteness in the contextof Japaneseculture.
(wikipedia)

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(´・ω・`)
3. Different symbols, facemark
and internet slangs.

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Successful cases of Viral
marketing in Japan

Thank you very much
MasaharuHayataki
Freelancer.com:
http://www.freelancer.com/u/hayatakimasaharu.html
Designbymarijanmikolić
Email:Marijan.mikolic@gmail.com
Freelancer.com: http://www.freelancer.com/u/LittleDinamit.html

Social Media Marketing in Japan

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