Social listening is the process of monitoring what people are saying about topics, brands and industries across social media. Here's our methodology on how we get insights from social media.

1. SAKE TRUTHES
英国市場における日本酒の需要
︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎Uncovering effective methods to market
Japanese Sake in the United Kingdom
Social listening case study

2. SEO + Digital
Advertising
Content Creation
+ Transcreation
Social Media
Campaigns
JAPANESE CONTENT AGENCY
TOKYO / LONDON

3. WHAT IS SOCIAL LISTENING?
Social listening is the process of monitoring what people
are saying about topics, brands and industries across
social media.

4. IDENTIFYING
NEEDS
KEYWORD
SELECTION
PLATFORM
SELECTION
DATA
COLLECTION
DATA
ANALYSATION
STRATEGY
& PLANNING
RESEARCH METHODOLOGY

5. ︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎In this report we investigate shifts in the category
of Sake, the iconic alcoholic beverage of Japan.
The purpose being to uncover the current most
effective ways to market sake in the UK.
IDENTIFYING NEEDS

6. + Sake
PLATFORM & KEYWORD SELECTION
︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎We chose to monitor all conversations around
Sake on Twitter in the whole of the United
Kingdom.

7. Initial research showed that the
conversation was growing.
0
250
500
750
1000
DATA COLLECTION
Feb2017
Jan2018
Jan2019

8. So we delved deeper, analysing
what was driving this increase in
conversation
1500
DATA COLLECTION
750
0
Main themes connected with Sake
Sushi Japan Bar Brewery Cocktails Sake Tasting Ramen

9. Food pairings and sake cocktails
dominated this trend.
DATA COLLECTION

10. DATA ANALYSATION
Umami
7.5%
Dry
19.7%
Sweet
33.8%
Sparkling
38.9%
Nama
5.2%
Daiginjo
21.9%
Ginjo
15.8%
Honjozo
9.4%
Junmai
47.8%
We uncovered that people
prefer sweeter and often
sparkling Junmai Sake.

11. 😅
3.0%
😃
20.8%
😜
3.8%
😗
0.2%
😘
4.7%
😍
14.2%
😇
1.4%
😊
10.9%
😉
7.5%
😂
33.6%
🧂
61.5%
🍷
3.5%
🍸
9.3%
🍹
3.9%
🍱
0.6%
🍘
0.2%
🍙
0.5%
🍚
1.0%
🍜
2.6%
🍣
15.9%
🍤
1.0%
DATA ANALYSATION
And we identified what emojis people prefer
to use when discussing sake.

12. Cold
38.7%Hot
61.3%
DATA ANALYSATION
What was fascinating is people talk about warm Sake a lot
more than cold Sake, despite there being much more cold
Sake offered. This highlights a gap in UK Sake education
and presents an advertising opportunity for a Sake brand.

13. From our analysis, the UK Sake Audience can be
divided in to these 3 persona groups.
STRATEGY & PLANNING
Foodie Political Enthusiasts Japanophile
Age
25-34
Gender
Male
Interests
Law, Govt & Politics,
Society, Sports
Purchasing Drivers
Product Utility
Consumer Behaviour
Likely to respond to marketing
campaigns & targeted ads
Age
25-34
Gender
Female
Interests
Movies & TV, Music,
Tech & Computing
Purchasing Drivers
Word of Mouth, Online Ads
& Social Media
Consumer Behaviour
Likely to make spur of the
moment purchases
Age
18-24
Gender
Male
Interests
Food & Drink, Travel,
Shows & Events
Purchasing Drivers
Word of Mouth, Brand Names
Consumer Behaviour:
Likely to respond to marketing
campaigns, targeted ads and to
make spur of the moment purchases

14. DATA ANALYSATION
Summary of findings
Interest is driven by
the following trends:
Food pairings, Sake
cocktails, Brewery
launches & Sake tastings︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎
Interest in
Sake in the UK
is increasing
People prefer
Junmai and sweet,
sparkling Sake
than any other
types
The UK Sake
audience can
be segmented
in to 3 personas
︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎The majority of
people think that
you can only get
warm or hot Sake

15. DATA ANALYSATION
Sake enthusiasts are
interested in Japanese
myths, folk stories,
consumer events and
competitions ︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎︎
If you're designing a
sake cocktail list,
choose autumnal
colours in your social
media posts
There are
influencers
pushing these
trends
Additional findings from the research

16. And learn more about how TAMLO can help you
with your social media content marketing.
GET IN TOUCH
Yuichi Ishino
MD & Content Marketer
ishino@tam-tam.co.jp
James Lovell
Social Media Planner
james.lovell.tam@tam-tam.co.jp