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Social Media Marketing & Corporate Strategy in Japan

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Covering the historical context of social marketing in Japan and presenting a framework for managing social media programs developed by Ed Thompson, Marketing Consultant/Founder of Concept Design.

Covering the historical context of social marketing in Japan and presenting a framework for managing social media programs developed by Ed Thompson, Marketing Consultant/Founder of Concept Design.

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  • 1. Social Media & Corporate Strategy Consumer & Business Landscape in Japan Strategic Market Planning www.cd-smp.com/fb www.cd-smp.com www.cd-smp.com/twitter © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 2. An Introduction to Concept Design Strategic Market Planning © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 3. About Concept DesignConcept Design is an international network of experienced creative professionals based inTokyo, Japan and Dallas, Texas, founded in 2000.We provide traditional and interactive design and development, marketing consultation,and project management.Marketing Strategy Campaign Planning Process Frameworks Brand ExperienceTiffany & Co., Guerlain Paris, Boots Cosmetics UK, Vidal Sassoon (P&G), Vogue Japan, Heineken Japan, IWHarper (JWS), Johnnie Walker, Nike (Presto Series), the Royal & SunAlliance Insurance Group, DresdnerKleinwort Wasserstein (DrKW), Symantec, Amway Japan, All Nippon Airways (ANA), Tokyo Disneyland (OLC)and ExxonMobil Agency ExperienceHakuhodo • NTT Advertising • McCann-Erickson • Wieden & Kennedy • Beacon Communications • Ogilvy &Mather • 141 • J. Walter Thompson • d/g* desgrippes gobé © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 4. Alliances & Partnerships Global Business Development Market Representation & PromotionWe are partnered with thenetworkone, a global Our relationship with Burns Entertainment fromnetwork of agencies and marketing specialists, the US allows companies access to premierwith expertise in building international agency figures in entertainment and sports for Japannetworks for multinational corporations. and the Asia Pacific region.We have recently expanded to include agencies With Burns, we serve as your talentand consultancies in major global centers with procurement partner leveraging experience andJapanese-speaking staff in senior positions: expert industry savvy to negotiate and executeNew York, London, Sao Paolo, Australia, deals in the entertainment and sports space.Singapore, Korea and China. 300+ agencies in 65 countries © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 5. Academic Instruction & Corporate Training Staff training, team building and organizational development are a part of our core consulting focus, to assist businesses in improving their overall effectiveness.Customized seminars and workshops for Lead instructor in Temple University‘s Continuingcorporations to enhance the interaction between Education Program since 2006.management and employees, and the effeciencyof their sales and marketing initiatives. Development of curriculum for core courses and electives across several certificate programsStrategic Planning / Marketing Strategy targeting working professionals.Research & AnalysisScenario & Alignment PlanningBrand Identity Development Social Media Strategies (SMS) Advertising & Promotional Strategies (ADV)Marketing ConsultingCommunications PlanningCampaign Development Internet Communications (ICO)Project Management Strategic Marketing & Planning (SMP)Account DirectionDevelopment PlanningProduction Coordination © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 6. Today’s Narrative © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 7. Presentation Content 1)  Influence of Web Trends on Marketing Strategy 2)  Affinity for Social Media & Usage in the Japanese Market 3)  Considerations for the Social Media Mix and Campaign Execution 4)  Case Studies of Social Media Campaigns 5)  Developing a Social Marketing Framework: Planning, Teams & Tools © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 8. Influence of Web Trends on Marketing Strategy © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 9. Evolution of Corporate Messaging 2000~ 2003~ 2005~ 2008~ Web Email Mobile SocialMarketing Marketing Marketing Marketing Search Engine Optimization Podcasting (Organic Search) Database MarketingWeb Presence Consumer Generated Mobile Payment Systems (eCRM) Discounts Media (CGM) Flash! Branded Entertainment Official Mobile Site SNS Apps Gaming Analytics Search Engine Marketing (Paid Search) Blogs Social Media Platforms Online Video Online Radio Coupons Engagement Communities User Generated Content Incentives (UGC) © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 10. Affinity for Social Media & Usage in the Japanese Market © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 11. The Origins of Social Narratives in Japan (I) 1)  The Emergence of Kuchikomi (WOM) Marketing in 1990s   Successful marketing campaigns produced during the early 1990s by Her Story, a company based in Hiroshima, are among the first business milestones.   Acceptance among food and fashion makers as an effective medium, particularly when targeting single and married women.   Decade was marked by the success of @cosme, a cosmetic- focused kuchikomi site boasting more than 8 million postings in 1999.   While not yet a major kuchikomi site, Kakaku.com was also founded in 1999. 1999 2006 © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 12. The Origins of Social Narratives in Japan (II) 1)  A New Set of Hazards in the Social Medium   Current issues that continue to repeatedly occur, including opaque corporate sponsored tie-ups or associations, yarase (akin to certain forms of astro-turfing), and blatant ineptness in some corporate promotions, were all seen as technology and social marketing developed. Customer Service Blog Promotions Shopping Comparison Site Toshiba Sayaka Bono (Model) Bike King (Bike Ou) 1999 2006 2011 2)  Self-Regulation & Guideline Establishment   In early 2010 the Word of Mouth Association in Japan established clear guidelines to create clarity and standards for ethical social marketing. © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 13. The Origins of Social Narratives in Japan (III) No story of social narratives and SNS in Japan can be made without historical reference to 2-chan (2-channeru), one of the largest BBS sites in the country. Daily posts numbered a staggering 2.5 million in 2007. There are innumerable slightly to extremely negative episodes, for public and private individuals, and also corporations, related to this early edition social networking site launched in 1999. This background has very much influenced the core population of internet users in Japan, making many cautious of interaction with strangers online. For this and related reasons, many operators of emerging sites implemented invitation-only systems as a barrier, in order to create stable community environments. © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 14. SNS Timeline: Competition among GREE, Mixi, and DeNA 2004Launch of GREE as the1st major JapaneseSNS  Created by a Sonet employee as a personal project  Numerous SNS services launch, but fail to effectively monetize operationsMixi launchesservices  Mainly targeting youth and women with a focus on providing an extremely simple interface coupled with stylish design © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 15. SNS Timeline: Competition among GREE, Mixi, and DeNA 2004 2006Launch of GREE as the Mixi achieves1st major Japanese dominance in the SNSSNS arena  Created by a Sonet   Blogging diaries, with employee as a ashiato trackback personal project features, provide  Numerous SNS distinction from GREE services launch, but and other services fail to effectively   A quicker strategy to monetize operations monetize than otherMixi launches competitors leadsservices towards a successful  Mainly targeting IPO youth and women   Early pursuit of SNS with a focus on development for young providing an mobile phone users extremely simple   Becomes a cultural interface coupled phenomenon with “Mixi with stylish design Fatigue – Mixi ” becoming part of the national lexicon © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 16. SNS Timeline: Competition among GREE, Mixi, and DeNA 2004 2006 2008Launch of GREE as the Mixi achieves Prominence of SNS-1st major Japanese dominance in the SNS based Game SitesSNS arena   Expansion of game  Created by a Sonet   Blogging diaries, with sites based on “free employee as a ashiato trackback play” — up-sell to personal project features, provide customize avatars or  Numerous SNS distinction from GREE game play as services launch, but and other services monetization fail to effectively   A quicker strategy to strategy monetize operations monetize than other   Mixi incorporatesMixi launches competitors leads Gaming Appsservices towards a successful   Mobage (DeNA)  Mainly targeting IPO makes significant youth and women   Early pursuit of SNS growth as a with a focus on development for young resurgent entrant providing an mobile phone users   GREE aggressively extremely simple   Becomes a cultural changes its business interface coupled phenomenon with “Mixi model from social with stylish design Fatigue – Mixi ” community to social becoming part of the gaming development national lexicon © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 17. Evolution of SNS in Japan (I) As computer-based internet usage proliferated, numerous SNS-based sites were created between 2000 – 2004 as operators attempted to establish successful business models. Most of these efforts ended in failure with players quickly being eliminated. GREE began as a service targeting business users but could not sustain profitability, partially due to its late entry in the crowded SNS landscape. At the same, the slightly more casual user profile targeted by Mixi was also not easy to monetize. An internal project created a career site called Find Job!, which allowed business operations to continue. The early incorporation of features such as the ashiato trackback, an intuitive user interface and a blogging experience increasingly became strong merits among the general SNS user base. In addition, the influx of significant numbers of young users on mobile phones led to explosive growth. As Mixi gained attention nationwide, inclusion of an advertisement platform in 2006 created a viable revenue model, lending momentum to a subsequent public offering. Mixi had 20 million users in mid-2010. © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 18. Evolution of SNS in Japan (II) DeNA, founded in 1999, was another notable company from the early days of the internet in Japan. Its most notable asset was the auction site Bidders. However, that space was eventually dominated by Yahoo Auction. 2006—2008 saw a reversal of DeNA’s fortune, becoming a de facto standard in the SNS sphere with its mobile media asset, Mobage Town. This community grew to approximately 20 million users in mid-2010. Having lost its relevance as an early SNS community, GREE has become almost exclusively focused on the free mobile game model, achieving similar level of success as Mobage Town with approximately 20 million users in mid-2010. © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 19. Evolution of SNS in Japan (III) Hatena is a somewhat niche, but Ameba registered 10 million users in growing social marketing brand with late 2010, a tenfold increase from a 1 million users in 2009. base of approximately 1 million users in late 2007. © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 20. SNS User Registrations1 million 10 million 20 million 20 million 20 million 71+ million social media users among these sites © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 21. Blog vs SNS User Numbers Registered Blog Users Registered SNS Users 27 million Users 71 million Users 21 billion PVs 44 billion PVs Even with a smaller blogger population, the access ratio (media consumption) is much higherSource: 2009 Blog/SNS Study by IICP / Approximate Numbers Shown © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 22. Global Gaiatsu — Current International Challenger 2010 — 2011Challenges Opportunities  Totally open platform, based on a   Mixi facing attrition of users due to Western interface, is encountering extensive saturation and evolving confusion among Japanese users, consumer preferences and but making small but steady inroads competitive pressures towards increasing its user base   Low barriers for corporations when creating branded campaigns Approximately 1.5 million users registered in Japan in late 2010. © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 23. The Social Media Mix & Campaign Execution © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 24. Combining Corporate Strategy with Marketing Messaging Market Analysis Trend Analysis Campaigns Competitive Advantage Strategic Planning Promotional PlanningDemographics Consumers Research Alignment SWOT Reaching Your Specific Markets with Integrated Programs © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 25. Selecting Platforms for Social InteractionNiche Representatives Niche Community Mass Community Individual Bloggers Individual SNS Users 27 million 71 million Interest-Based SNS Corporate B2C/C2C SNS 21 billion PVs 44 billion PVs Sustained Social Presence © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 26. Social Media Case Studies © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 27. Social Media Campaign (I): Kakure Karakuri (Coca-Cola) An Automation in Long Sleep (English Title)Social Media & Branded Entertainment  A tie-up campaign launched in 2006 by Coca Cola for it’s 120th anniversary. A novel by the popular mystery novelist Hiroshi Mori was developed as a TV drama series with an accompanying website for an ambitious cross-media promotion.   The campaign also incorporated a community based in Mixi as a foray into social marketing. Mixi was not yet such a large social media platform and there were restrictions to how users could participate and post in the community.  However, a good amount of buzz was generated among consumers and industry as a unique promotion. © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 28. Social Media Campaign (II): Uniqlo Lucky Line 1Extensive Social Marketing Experimentation  The Lucky Line campaign commemorated the brand’s 26th anniversary in 2010. A counter-intuitive approach encouraged visitors, many that would not normally do so in real life, to line-up to participate via the website and Twitter. 1 in 26 users won a 1,000 yen online coupon and 260 original t-shirts were offered as prize hooks.  This initial campaign launch gathered 140,000 users. © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 29. Social Media Campaign (II): Uniqlo Lucky Line 2  The second campaign at year end expanded to include Facebook and Mixi, gathering approximately 190,000 users.  With the Taiwan retail store launch, more than 630,000 users engaged the brand. © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 30. Social Media Campaign (II): Uniqlo Notable Campaigns Additional campaigns: /march /utweet /colortweet /sportweet © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 31. Social Media Campaign (III): Suntory HighballCross-media Integration & Sales Promotion  An incredibly successful large-scale, cross-media, sales promotion campaign launched in April 2008 to increase weak distribution, targeting izakaya restaurants.  Within a 1-year period, distribution increased from 6,200 to an astounding 58,000 on-premise locations, marking sales 24% greater than the previous year. Target case sales were set at 560,000, but were exceeded by 3.6 at 2 million cases. © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 32. Social Media Campaign (III): Suntory Highball (YouTube) “Of course you like whiskey.” Campaign Tagline   In addition, the entire whiskey consumer market expanded considerably, by more than 9% compared to the previous year. This campaign triggered a significant rebound in an industry that had seen a 25 year decline. © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 33. Social Media Campaign (IV): Honda CR-ZSelection of Social Media to Reach an Older Demographic  A campaign utilizing Mixi to target an older consumer base and establish long-term mindshare for the Honda CR-Z hybrid car. Users became eligible for a drawing offering a CR-Z during the campaign by adding “CR-Z” to their site nickname.  In a 6-week period, the campaign had more than 830,000 users incorporate the brand into their nicknames. A recent Mixi app had 74,000 registered users. © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 34. Social Media Campaign (IV): Honda CR-Z  The CR-Z campaign site achieved very notable product awareness and PVs. In less than 6 months, sales goals were exceeded by 3x with 20,000 orders being received. © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 35. Social Media Campaign (V): Knorr ClubBrand Community Site (B2C/C2C)  A very well-known recipe site ran by Ajinomoto for the Knorr Soup brand with 60,000 users in 2009.  Quality communications content in several areas. Structured to encourage consumer feedback for new product development, and purchasing incentives to improve brand loyalty in a B2C context. Circles and groups provided C2C-based communications, for a well-rounded social marketing experience.  Cross-promotions and content generation with women’s magazines featuring interviews with models and celebrities, to bring in new users and support consumer education. © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 36. Social Media Campaign (VI): Hankoya Dot ComSustained B2C Community Engagement  Hankoya Dot Com is famous for their successful internet marketing focus, including operation of a fan site and proactive adoption of social media.  The fan site emphasizes B2C messaging as opposed to C2C, and is especially focused on communicating with loyal consumers and recruiting them as product testers (monitors). © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 37. Social Media Campaign (VI): Hankoya Dot Com  The overall strategy is to interact closely and activate a small percentage of dedicated users, through surveys and product reviews, and spread their recommendations virally for wider user education. Blog & Twitter Links Monitor Recruitment Reciprocal Link System © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 38. Social Media Campaign (VII): Nissan Leaf (EV) A Social Media Focused Campaign   This promotion was created for the newly launched electronic car, the Nissan Leaf (EV). It was based exclusively on social media components, avoiding mass media promotions. © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 39. Social Media Campaign (VII): Nissan Leaf   A Twitter account was created for the brand 9 months ahead of the car launch, featuring news and updates on car development and electric car technology.   The brand actively engages users on Facebook and Twitter answering questions. © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 40. Social Media Campaign (VII): Nissan Leaf (YouTube)   Over a 6 month period, the brand has uploaded 168 video clips showing various aspects of car development and the driving experience. © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 41. Social Media Campaign (VII): Nissan Leaf (Tumblr)   Inclusion of a tumblog is one of the most interesting aspects of the campaign, since that is not yet a service well-known in Japan.   Unique and convenient features of the blog include the ability to follow other users and also include a Twitter feed. © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 42. Social Media Campaign (VII): Nissan Leaf (User #s)Twitter: 8,429 Facebook: 749 YouTube: 168 Tumblr: 70+ Sustained B2C Community Engagement © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 43. Social Media Campaign (VII): Nissan Twitter Account Stats Sustained B2C Community Engagement An emerging standard for measuring social influence © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 44. Developing a Social Marketing Framework Planning, Teams & Tools © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 45. Selecting the Appropriate Platforms(Or Developing an Original Community) abcdefg © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 46. Social Interaction Planning & Activation Strategy Frameworks Program Control & Evaluation Social Media Marketing Campaign & Corporate Integration Operational Program Strategy Programs Focus Implementation Program Frameworks © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 47. Developing the Planning Elements Strategic Components   Audience Selection (B2C/B2B/C2C)   Goals and Performance Targets   Engagement Planning   Selection of Social Platforms (Social Media Sites, Communities and Groups) Strategy Framework Audience Goals Engagement Platforms © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 48. Structuring the Operational Workflow Operational Components   Project Teams   Posting Guidelines   Methodology for Content Generation (Creation, Distribution, and Sharing)   Analytics & Metrics (Tracking, Monitoring, and Reporting)   Conversion Mapping Program Framework Teams Guidelines Content Analytics Conversion © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 49. Components of a Social Media Strategy Strategic Components Operational Components   Audience Selection   Project Teams (B2C/B2B/C2C)   Posting Guidelines   Goals and Performance Targets   Methodology for Content Generation   Engagement Planning (Creation, Distribution, and Sharing)   Selection of Social   Analytics & Metrics Platforms (Tracking, Monitoring, and Reporting) (Social Media Sites, Communities and Groups)   Conversion Mapping Integrated Plan to Promote Social Media ActivationAudience Goals Engagement Platforms Teams Guidelines Content Analytics Conversion © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 50. Classifying Your Social AudienceObservers  Reads blogs, comments, reviews  Watches videos, downloads, etc ObserversBroadcasters  Consistent sharing/tagging via Broadcasters bookmarks, links  Active in multiple Social NetworksSharers Sharers  Leaves comments, reviews and participates in forums  Provides feedback on services/ Creators productsCreators  Original postings on blogging/video sites CuratorsCurators  Manages or moderates forums/ groups © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 51. Social Media Interaction Map Product/Service Brand Positioning © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 52. Creating a Message System: 3-Tiered Process Product/Service A 3-Tiered Process Brand Positioning © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 53. Corporate Social Media Policies & Guidelines (I)http://www.nec.co.jp/site/ja/socialpolicy.html http://www.flickr.com/guidelines.gne Examples of Policy and Guidelines © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 54. Corporate Social Media Policies & Guidelines (II) Air Force Web Posting Response Assessment © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 55. Social Media Management Tools © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 56. Program & Channel Management (Benchmark: North America) The approach of major corporations is evolving, but common elements are to focus on the teams and channel management.6 people 22+ people 35 people 1,400+ people11 channels 11 channels 10 channels 9+ channels Source: WebTrends.com Blog 2009 © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 57. Social Media Management Tools (Intl. Versions in Japanese) abcdefgHootsuite Tweetdeck  Manages multiple social networks   Manages multiple social networks (web-based) (desktop app)  Proprietary URL shortener   Customized tabbing for groups,  Team Management columns, searches  Extensive Social Network Support   Auto-updates of streams (Mixi/LinkedIn/Salesforce.com)   Scheduling  Analytics & Tracking © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 58. Social Media Management Tools (I) Posting & Monitoring of Communications Streams © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 59. Social Media Management Tools (II)Community/Follower Information Analytics © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 60. Social Media Management Tools (III) Task Management Social Network Assignment © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 61. Combining Corporate Strategy with Marketing Messaging Market Analysis Trend Analysis Campaigns Competitive Advantage Strategic Planning Promotional PlanningDemographics Consumers Research Alignment SWOT Reaching Your Specific Markets with Integrated Programs © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning
  • 62. Combining Corporate Strategy with Marketing Messaging Thank You. www.cd-smp.com www.cd-smp.com/fb www.cd-smp.com/twitterwww.linkedin.com/in/ethompson www.cd-smp.com/hootsuite © 2011 Ed Thompson, Marketing Consultant / Founder, Concept Design: Strategic Marketing Planning