LINE, How Do Japanese Brands Use this Social Media Platform?

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This a report about LINE, prepared by my student as part of the social media seminar I am teaching. It explains how Japanese brands are using this group messaging application for commercial purposes.

LINE, How Do Japanese Brands Use this Social Media Platform?

  1. 1. LINE~How companies are using this popular application to attract customers? Prepared by Mio O. Supervised by Adam Acar
  2. 2. What is LINE? LINE is one of the popular social networking services(SNS) in Japan. There are 41.5million registered Line users in Japan. It reached 100million users in 19 months.→facebook 54months, Twitter 49months It is used in over 230 countries and got no.1 in 41 regions. 100MILLION users in only 19MONTHS!?
  3. 3. Functions  Free phone call  Chat  Group chat  Time line  Coupons  Games  Stamps
  4. 4. Similar Applications There are many similar smart phone based messaging applications, Skype, Kakao talk, WeChat, Viber, Comm...etc Viver Kakao talk Skype LINE 0 10 20 30 40 50 60 Table1: Percentage of peoples usage of messaging application
  5. 5. Company usage of LINE There are about 30 companies using LINE (As of January 30, 2013) They design unique stamps (a digital item/sign/logo) to make customers feel closer to them. A stamp from LAWSON Distribution of coupons Campaign information Latest news about their products
  6. 6. How Do Companies use LINE? Companies often send information about their new stamps and campaigns only to LINE followers. Coca colas Christmas stamps Many companies have campaigns for big events such as Christmas, New Year and Valentines day. TSUTAYA had a campaign for celebration Shiseidos Christmas/ New Year stamps of LINE users reached 100million.
  7. 7. Reserch about what companies sent Six companies from different industries (au, Sukiya, TSUTAYA, Shiseido, Lawson, Coca cola) were analyzed. 10 latest messages they posted on LINE were collected. Contents (How many pictures, coupons, campaign information and URLs they sent. )
  8. 8. Results Update # Time # # Inclu # of frequency Pictures Coupons Campaigns des Emoticons URLau Once or 5 12:00 1 3 7 9 twice a 17:00 weekSukiya Twice a 5 11:00 6 0 10 6 weekTSUTAY Once in 2 9~10:00 0 4 5 11A 1~20days (+2 18~19:00 videos)Shiseido Once in 2 12:30 0 2 7 6 7~10daysLawson Once a 3 10~12:00 6 0 6 8 monthCoca Once in 3 12:00 0 5 10 18Cola 7~20days 19:00
  9. 9. Companies reply to our message 1
  10. 10. 2 The responses are sent automatically. Companies cant read what we send.
  11. 11. When users start following a brand they get a few messages right away like these…
  12. 12. What do they say?- “Thanks for adding me as your friend.” and- “We are going to inform you about our coupons and campaigns from now on.” These two messages were sent by all six companies.- Au, Sukiya and TSUTAYA’s messages include that …”we cannot reply or read your messages…- Also, Sukiya and Coca Cola sent a message saying if our messages are bothering you, please turn off notification. They even sent an page that explains how to turn of notifications.
  13. 13. Some messages from Coca Cola and Lawson
  14. 14. Some messages from Shiseido and Sukiya
  15. 15. What do they say?• Au: How are you? I’m doing well.• Sukiya: What about going to eat lunch at Sukiya? It tastes good!• TSUTAYA: a famous saying from movie• Shiseido: I’m sorry but we can’t read your message, so if you have any questions, please go to this page.• Lawson: Valentine’s Day is just around the corner. Go to this page and check out my advice.• Coca Cola: Limited campaign for LINE
  16. 16. Recently 56 LINE users were asked… About 60% of LINE users are following at least 1 brandSample: 83 College Students whoare registered at a public universityin Japan. 80% of the respondentsreported having a smart phone.Among those who had a smartphone 56 answered this question,
  17. 17. Recently 56 LINE users were asked… BRANDS are way more popular than celebrities…Sample: 83 College Students whoare registered at a public universityin Japan. 80% of the respondentsreported having a smart phone.Among those who had a smartphone 56 answered this question,
  18. 18. Referenceshttp://www.techinasia.com/line-100-million-infographic/http://www.itmedia.co.jp/news/articles/1208/20/news103.htmlhttp://consult.nikkeibp.co.jp/consult/news/2012/0726sp/http://markezine.jp/article/detail/16139?date=1130711http://mpra.ub.uni-muenchen.de/2925/1/MPRA_paper_2925.pdf Thank you!

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