ASTD 2010 International Conference & Exposition

 Session TU119

 International Perspectives and
 Cultural Influences on W...
SNS in Japan – General Information




                                     2
Usage status of Public SNS by countries
    Countries        No. of users        Time length per
                         ...
Participation Rate in Public Social Networks in Japan
                                           Publish a blog or web-pag...
Japan             USA               UK           France        Germany        Korea
Creators                         34%  ...
SNS Population in Japan

Twitter : 75 million users (6.7% of worldwide
users) Creating 14% of Tweets of worldwide

       ...
Resources Dedicated to your Social Media Activity : Data

Figure @

 November 2009 report on Social Media and Online PR,

...
Corporate usages of SNS in Japan




                                   8
Intra-Corporate SNS Usage
 Beat Communication, a Japanese SNS provider has conducted survey twice
in 2007 and 2009, how or...
Pre-adoption expectancy




        The more than 80% of answerers said their
        aims stated above were accomplished....
User percentage
by company scale of employee numbers




                              Source : Beat Communication, Inc.
 ...
Access Frequency of averaged users




                          Source : Beat Communication, Inc.
                       ...
Intra-corporate SNS in Japan

     Cases in Companies




                               13
Case 1:
   A case of an organization                          (Insurance Company)
  Organization size: 15,000    Users: 25...
Case 1:
  A case of an organization                (Insurance Company)

Communication categories are broad

              ...
Images of Networking Communities
A community where knowledge, know-how and vision are vividly shared
                     ...
Case 2:
Intra-corporate SNS of a Electronic Company
Organization size: 250,000




                   ※Referred from http:...
As COMOREVY does not regulate subjects….
Concerns


                                • To activate self organization and di...
Further challenges for better operation




          ※Referred from http://it.nikkei.co.jp/business/news/index.aspx?n=MMI...
Other Unique Usage of SNS by corporate


To retain people:
• Prospective employee SNS communities in Mixi
• OB, OG SNS com...
SNS in Japan: Summary
SNS Demand in Japan:
• Re-establish communication and communities over the organization
  in the sil...
Thank you
ありがとうございました。



6-58-1003 Honcho, Naka-ku, Yokohama, 231-0005 JAPAN
        Tel: +81 45 228 6316 Fax: +81 45 228...
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ASTD_TU119_Web2.0_Social_Media_Learning_Japan

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How Social Learning is happening in Japan.Discussion on Web2.0 and Social Media usage in Japanese companies.

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ASTD_TU119_Web2.0_Social_Media_Learning_Japan

  1. 1. ASTD 2010 International Conference & Exposition Session TU119 International Perspectives and Cultural Influences on Web 2.0 - Web 2.0 and Learning in Japan Koko Nakahara koko@instructionaldesign.jp Instructional Design, Inc. Japan
  2. 2. SNS in Japan – General Information 2
  3. 3. Usage status of Public SNS by countries Countries No. of users Time length per person United States 142,052,000 6:09:13 Japan 46,558,000 2:50:21 Brazil 31,345,000 4:33:10 United Kingdom 29,129,000 6:07:54 Germany 28,057,000 4:11:45 France 26,786,000 4:04:39 Spain 19,456,000 5:30:55 Italy 18,256,000 6:00:07 Australia 9,895,000 6:52:28 Switzerland 2,451,000 3:54:34 December 2009, by Nielsen Company 3
  4. 4. Participation Rate in Public Social Networks in Japan Publish a blog or web-pages at least once a Creators: 34% month, Upload created video, write an article or stories and post them. Post rating/review comment on others' blog, Critics: 30% online forums and various contents Use RSS feeds, add tags to web pages for data Collectors: 11% gathering Visiting and Maintaining profile on a social Joiners: 26% networking site Use contents created by others such as reading Spectators: 69% blogs, forum sites, and comments None of the above Inactive: 23% Those categorized into higher ladder diagrams, the more influence or stronger connection Forrester‘s Social Techno graphics online survey http://www.forrester.com/groundswell/profile_tool.html 4
  5. 5. Japan USA UK France Germany Korea Creators 34% 24% 15% 12% 9% 49% Critics 30% 37% 21% 19% 12% 46% Collectors 11% 21% 6% 6% 4% 19% Joiners 26% 51% 38 % 24% 21% 48% Spectators 69% 73% 50% 51% 38% 76% Inactive 23% 18% 37% 40% 52% 9% 2009 Techno graphics survey http://www.forrester.com/groundswell/profile_tool.html US: Forrester Research's Noth America® Interactive Marketing Online Survey, Q2 2009 (US), 4,766 respondents Europe: Forrester Research's European Technographics® Benchmark Survey, Q2 2009, 25,932 Asia Pacific: Forrester Research's Asia Pacific Technographics® Survey, Q2 2009, 7,652 5
  6. 6. SNS Population in Japan Twitter : 75 million users (6.7% of worldwide users) Creating 14% of Tweets of worldwide Mixi Mixi (Japan Origin SNS) : 25 million users 1 million Communities Facebook : 1.6 million “pages” among 350 million worldwide users Based on research data by Alexi Poliakov (SNS researcher) 6
  7. 7. Resources Dedicated to your Social Media Activity : Data Figure @ November 2009 report on Social Media and Online PR, http://mashable.com/2010/05/17/social-media-ownership/ 7
  8. 8. Corporate usages of SNS in Japan 8
  9. 9. Intra-Corporate SNS Usage Beat Communication, a Japanese SNS provider has conducted survey twice in 2007 and 2009, how organizations which adopted its corporate products “ Beat Office” use in the form of a questionnaire on web site. The findings indicated that SNS is no longer a tool just for communication, but various purposes. The graph below shows the usage rate by industries. Source : Beat Communication, Inc. 9
  10. 10. Pre-adoption expectancy The more than 80% of answerers said their aims stated above were accomplished. Source : Beat Communication, Inc. 10
  11. 11. User percentage by company scale of employee numbers Source : Beat Communication, Inc. 11
  12. 12. Access Frequency of averaged users Source : Beat Communication, Inc. 12
  13. 13. Intra-corporate SNS in Japan Cases in Companies 13
  14. 14. Case 1: A case of an organization (Insurance Company) Organization size: 15,000 Users: 2500 by the end of 2007 Purpose of SNS adoption • Build up unity of community among the insurance agents across the country. • Create open communication (bottom-up) culture • Knowledge share • Share customer voices from the agents in timely manner Implementation features • Nomination 1~2 from every branch + partial invitation • Started from 850 • 4 SNS facilitators to literate usage of Internet and SNS • Frequent feedback and follow up to the post by facilitators • Members are limited only under line leader • Under anonymity 14
  15. 15. Case 1: A case of an organization (Insurance Company) Communication categories are broad • Share the thoughts on company vision • Raise business efficiency ・Exchanging tools • Topics for certification exam WHAT CAN BE DONE FOR SHAKEOUT? • Discussion the way of business • Opinions to HQ ・Tips for personal lives like how to combine family life, career etc • Job Day Book, inquiries • Discuss about systematic issue ; as to rules employees can hardly use, for instance . • Personal Diary : meals and leisure • Personal Diary : troubles and worries • Communities for hobbies and leisure Source:http://journal.mycom.co.jp/series/sns/002/index.html 15
  16. 16. Images of Networking Communities A community where knowledge, know-how and vision are vividly shared Logistics In-house Sales My new role Tell us how to as manager educate is bit tough for Knowing jobs in Logistics freshmen? me …. another Those manuals divisions is aren’t good quite helpful ! enough….. In-house In-house In-house Have we complied with regulation? Logistics Sales Our new product is In-house Sales excellent though how Sales In-house come the sales figure is In-house so dull? Do you have any In-house idea how it is advertised Sales sick leave Logistics efficiently ? Our office hasn’t got enough manpower so that In-house everyone here is How can we stressed out !!! not to be delayed anymore? Source:http://journal.mycom.co.jp/series/sns/002/index.html 16
  17. 17. Case 2: Intra-corporate SNS of a Electronic Company Organization size: 250,000 ※Referred from http://it.nikkei.co.jp/business/news/index.aspx?n=MMITs2000009032009 17
  18. 18. As COMOREVY does not regulate subjects…. Concerns • To activate self organization and diversity of group companies, there are only three rules: • Do not disclose business confidentiality • Do not harass copy right • Do not post inappropriate message as a business person ? ※Referred from http://it.nikkei.co.jp/business/news/index.aspx?n=MMITs2000009032009 18
  19. 19. Further challenges for better operation ※Referred from http://it.nikkei.co.jp/business/news/index.aspx?n=MMITs2000009032009 19
  20. 20. Other Unique Usage of SNS by corporate To retain people: • Prospective employee SNS communities in Mixi • OB, OG SNS communities in Mixi Mixi 20
  21. 21. SNS in Japan: Summary SNS Demand in Japan: • Re-establish communication and communities over the organization in the silo culture • Sense of urgency to be “Learning Organization” – Needs to organizational change from “Control” to “Self –organization” – Needs for Break through • Leverage diversity of group companies to encourage new business creation/ innovation Challenges: • Increase users (more than 10% participation a large scale company) without compulsion • Top management level participation ( overcoming hierarchal limitation of communication) • Balancing between “to be open” and “ruling” - Compliance / Copy right issues 21
  22. 22. Thank you ありがとうございました。 6-58-1003 Honcho, Naka-ku, Yokohama, 231-0005 JAPAN Tel: +81 45 228 6316 Fax: +81 45 228 6317 Homepage: http://instructionaldesign.jp Mailto: innov_gr@instructionaldesign.jp 22

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