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Social Media in Japan

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Adam Acar
Adam Acar

The talk I gave at Sietar about Social media in Japan. Most of the material was already covered here http://asiajin.com/blog/2012/04/02/a-summary-of-the-latest-studies-about-japan-social-media/

EducationTechnologyBusiness
1 of 32
2011 Published the first academic study about the Tohoku earthquake 2008 Published antecedents of social networking behavior, cited more than 40 times 2006 Conducted one of the earliest studies about facebook
History of Social Networks Source: Boyd & Ellison, 2007
Social Capital We have a natural tendency to build functioning networks which usually result in physical, informational, financial or other forms of gains.
Communication Imperative We are born to communicate and we are driven to maximize our communication satisfaction and interaction.
.7= Correlation between perceived social support and happiness
– RESEARCH • Efficient and convenient communication • Curiosity • Desire for popularity • Relationship building • relationship maintenance. (Urista et al. (2009) • a) social network surfing • b) social investigation • c) social connection • d) shared identities • e) content and status updating. (Joinson, 2008) • diversion (pass time, break, escapism), • personal motives (self presentation, impression management) • informational motives (information seeking, information sharing, surveillance, social investigation, social sneaking). (Sejrup, 2009)
Surveillance Connection (information gathering) (social bonding)
My Study • Conducted in 2006, published in 2008 • The size of online social networks is larger than real life social networks • Females spend more time social networking • People with high self esteem don’t add strangers to their network and might even have smaller circles.
How about Japan?
History of Social Networks in Japan Facebook 2010 GOCO GREE & MYSPACE 2nd Life Twitter (Interface 2003 MIXI 2004 2006 2007 2008 change & Tokyo Office)
March, 2012, N:1000
To kill time To have fun Get info about my interest area Contact w. friends Easily communicate w. friends To find out about the news To get relaxed To tell others what I am up to To check what my friends are up to To relieve stress
March, 2012, N:1000
March, 2012, N:1000
Because of the earthquake?...no
Unique Japan #1 Secure twitter accounts Almost nonexistent anywhere else in the world In Japan around 8%
Unique Japan #2 Twitter core users Are actually more introvert than other fb or Mixi users
Unique Japan #3 Facebook is seen more like social MEDIA Rather than a social network
Unique Japan #4 It’s RUDE if you post a photo on Facebook and then do not respond to every single comment on that photo
Unique Japan #5 People post individual messages more than community related messages on Twitter
Unique Japan #6 Compared to the US People post more about TV and less about sports/news/polit ics on Twitter
Unique Japan #7 Twitter core users usually have lower self esteem and don’t easily trust others. Similar to the 2channel crowd.
Unique Japan #8 Most brands don’t allow fans to post on their brand pages on Facebook.
Unique Japan #9 Traditionally the highest blogger per capita in the world and has the world largest nickname based Forum: 2channel.
Unique Japan #10 Location based services (even though promoted by Mixi, Facebook and of course Foursquare) are not likely to pick up because of security concerns…
Last thing… Japan is Hard to predict. The power of social conformity is higher than perhaps any other country in the world.
Thank you…
Did you know? Yesterday, 250 million photos were uploaded to Facebook, 864,000 hours of video were uploaded to YouTube, and 294 billion emails were sent.
No one saw it was coming, including… • Facebook wanted to spend a huge chunk of its resources to found a separate P2P sharing site in 2004 instead of focusing of basic sns functions. • Google, the worlds richest and biggest website didn’t care much about and invest in Orkut. • 6 Degrees.com was not discovered by many of us and just went out of business. • People thought Friendster was a dating site even though its features were pretty much the same with Facebook.
• Better communication skills • Better English Skills • Better Presentation Skills • Better business Skills • Better leadership skills MARKETING COMPETITION JAPAN Twitter:@mcJapan Facebook: search marketing competition Japan

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Social Media in Japan

  • 1.
  • 2. 2011 Published the first academic study about the Tohoku earthquake 2008 Published antecedents of social networking behavior, cited more than 40 times 2006 Conducted one of the earliest studies about facebook
  • 3. History of Social Networks Source: Boyd & Ellison, 2007
  • 4.
  • 5. Social Capital We have a natural tendency to build functioning networks which usually result in physical, informational, financial or other forms of gains.
  • 6. Communication Imperative We are born to communicate and we are driven to maximize our communication satisfaction and interaction.
  • 7. .7= Correlation between perceived social support and happiness
  • 8. – RESEARCH • Efficient and convenient communication • Curiosity • Desire for popularity • Relationship building • relationship maintenance. (Urista et al. (2009) • a) social network surfing • b) social investigation • c) social connection • d) shared identities • e) content and status updating. (Joinson, 2008) • diversion (pass time, break, escapism), • personal motives (self presentation, impression management) • informational motives (information seeking, information sharing, surveillance, social investigation, social sneaking). (Sejrup, 2009)
  • 9. Surveillance Connection (information gathering) (social bonding)
  • 10. My Study • Conducted in 2006, published in 2008 • The size of online social networks is larger than real life social networks • Females spend more time social networking • People with high self esteem don’t add strangers to their network and might even have smaller circles.
  • 12. History of Social Networks in Japan Facebook 2010 GOCO GREE & MYSPACE 2nd Life Twitter (Interface 2003 MIXI 2004 2006 2007 2008 change & Tokyo Office)
  • 14. To kill time To have fun Get info about my interest area Contact w. friends Easily communicate w. friends To find out about the news To get relaxed To tell others what I am up to To check what my friends are up to To relieve stress
  • 17. Because of the earthquake?...no
  • 18. Unique Japan #1 Secure twitter accounts Almost nonexistent anywhere else in the world In Japan around 8%
  • 19. Unique Japan #2 Twitter core users Are actually more introvert than other fb or Mixi users
  • 20. Unique Japan #3 Facebook is seen more like social MEDIA Rather than a social network
  • 21. Unique Japan #4 It’s RUDE if you post a photo on Facebook and then do not respond to every single comment on that photo
  • 22. Unique Japan #5 People post individual messages more than community related messages on Twitter
  • 23. Unique Japan #6 Compared to the US People post more about TV and less about sports/news/polit ics on Twitter
  • 24. Unique Japan #7 Twitter core users usually have lower self esteem and don’t easily trust others. Similar to the 2channel crowd.
  • 25. Unique Japan #8 Most brands don’t allow fans to post on their brand pages on Facebook.
  • 26. Unique Japan #9 Traditionally the highest blogger per capita in the world and has the world largest nickname based Forum: 2channel.
  • 27. Unique Japan #10 Location based services (even though promoted by Mixi, Facebook and of course Foursquare) are not likely to pick up because of security concerns…
  • 28. Last thing… Japan is Hard to predict. The power of social conformity is higher than perhaps any other country in the world.
  • 30. Did you know? Yesterday, 250 million photos were uploaded to Facebook, 864,000 hours of video were uploaded to YouTube, and 294 billion emails were sent.
  • 31. No one saw it was coming, including… • Facebook wanted to spend a huge chunk of its resources to found a separate P2P sharing site in 2004 instead of focusing of basic sns functions. • Google, the worlds richest and biggest website didn’t care much about and invest in Orkut. • 6 Degrees.com was not discovered by many of us and just went out of business. • People thought Friendster was a dating site even though its features were pretty much the same with Facebook.
  • 32. • Better communication skills • Better English Skills • Better Presentation Skills • Better business Skills • Better leadership skills MARKETING COMPETITION JAPAN Twitter:@mcJapan Facebook: search marketing competition Japan