An Easy Access Social Media Marketing Method for Japanese Enterprises

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An Easy Access Social Media Marketing Method for Japanese Enterprises

  1. 1. An Easy Access Social Media Marketing Method for Japanese Enterprise Gosuke Kumamura Central Marketing Grp. Microsoft Co., Ltd.
  2. 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. 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. 4. I. Introduction i. Gosuke is… A saxophonist Played as a professional mucisian Played jazz, rock, funk, R&B, pops, etc…
  5. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 16. III. Considering Cultural Gap i. Characteristics of Japanese ‘Social Media Culture’ Strong Anonymity Offline to Online Deepen over Broaden
  17. 17. III. Considering Cultural Gap ii. Differences of ‘Social Graph’ Formulation “Online to Offline” vs. “Offline to Online”
  18. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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”

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