コモディティ化時代におけるファンコミュニティの価値

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Keishi Ide

CMC_MeetupのLTにてお話しした内容です。講演内容と比べ、一部、内容を削っております。

Business

Page1ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved.
トライバルメディアハウスのお客様
and many more

Page2ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved.
色々と書籍も出版してます！
LINE@ 公式ガイド繁盛店につなが
る集客・運営小さなお店の店長・ス
タッフが実践すべき新・100の法則。
いちばんやさしいLINE ビジネスコネクト
の教本人気講師が教える双方向マー
ケティング実践
始まりを告げる《世界標準》音楽マー
ケティング戦略PRとソーシャルメディア
でムーヴメントを生み出す新しい方法
次世代共創マーケティング音楽の明日を鳴らす~ソーシャルメディ
アが灯す音楽ビジネスマーケティング新
時代~
ソーシャルメディアマーケター美咲 2年
目
ソーシャルインフルエンス戦略PR×ソー
シャルメディアの設計図
ソーシャルメディアマーケター美咲新人
担当者美咲の仕事帳
Facebookマーケティング戦略キズナのマーケティングソーシャルメディ
アが切り拓くマーケティング新時代

Page4ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved.
私の自己紹介
井手桂司
Ide Keishi
トライバルメディアハウス
沸騰ナビゲーター
PR、SNS、コミュニティなどを通じて
様々なブランドの“ファンづくり”の
お手伝いをさせていただいています。
●好きなブランド：
ヤッホーブルーイング、乃木坂46

Page5ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved.
個人ブログ「感動するマーケティング」

Page6ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved.
個人ブログ「感動するマーケティング」

Page7ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved.
所属しているコミュニティ

Page8ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved.
所属しているコミュニティ

Page11ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved.
特徴の１つ目
モノの価値だけで
戦えない時代へ

Page12ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved.
例えば…
コモディティ化の促進

Page13ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved.
つまり…
モノ価値以外の
情緒価値づくりが重要に

Page15ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved.
特徴の２つ目
モノ消費からコト消費へ

Page16ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved.
現在、大人気！

Page17ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved.
アパレル業界の状況
●アパレル市場は、'91年から'13年の
間に市場は15.3兆円から10.5兆円
まで縮小。
●‘02～’13年の家計の5年毎の平均
値を取ると、最初の5年から直近の5年
までにスカートに遣う年額は約1万
2000円から約6000円に、シャツは約
3万8000円から約2万3000円に落ち
ている。
● 『着飾る文化』から離れ、服は
『ファッション』から『生活用品』に変わっ
た。

Page18ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved.
洋服に積極的にお金を投資しなくなった背景
「インスタグラムに自分の生活を投稿するな
ど、SNSでアイデンティティを表現でき、もは
や服でアピールする必要がなくなりつつある
のかもしれません。
服を買うとは、情報を消費すること。同じ情
報を扱うインターネットで、精神が満たされて
いる側面があると思う」
('05年までワールドの総合企画部長を務めたコンサルタントの北村禎宏氏)

Page19ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved.
現在の起こっている潮流
コト体験のためのモノ消費

Page20ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved.
例えば・・・
#フェスコーデ

Page21ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved.
例えば・・・
#ゴルフ女子

Page22ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved.
結論
コト消費の流れを掴むことが
ブランド成長の決定打に

Page23ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved.
結論
マスプロダクトにおけるファンコミュニティ
▼
「コト価値づくり」の種を
ファンと共創する場

Page24ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved.
そのために重要になってくるメンバー選定
3. 社交性(コミュニケーション能力)
1. ロイヤルティ(熱狂度)が高い
2. ミッションへの共感
メンバー選定のポイント

Page25ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved.
最後に
まとめ
 モノの価値だけで勝ち続けるのが難しい時代にお
いて、コト価値づくりが成長には必要。
 ファンコミュニティを活用し、生活者目線を取り入
れた”コト価値づくり”の共創が始まっている。
 ファンコミュニティから価値を創出するには、①高
ロイヤルティ、②ミッションへの共感、③社交性
を持っているメンバーを集めるべし。

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コモディティ化時代におけるファンコミュニティの価値

1. 17.10.03

3. Page2ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved. 色々と書籍も出版してます！ LINE@ 公式ガイド繁盛店につながる集客・運営小さなお店の店長・スタッフが実践すべき新・100の法則。いちばんやさしいLINE ビジネスコネクトの教本人気講師が教える双方向マーケティング実践始まりを告げる《世界標準》音楽マーケティング戦略PRとソーシャルメディアでムーヴメントを生み出す新しい方法次世代共創マーケティング音楽の明日を鳴らす~ソーシャルメディアが灯す音楽ビジネスマーケティング新時代~ ソーシャルメディアマーケター美咲 2年目ソーシャルインフルエンス戦略PR×ソーシャルメディアの設計図ソーシャルメディアマーケター美咲新人担当者美咲の仕事帳 Facebookマーケティング戦略キズナのマーケティングソーシャルメディアが切り拓くマーケティング新時代

4. 私の自己紹介

5. Page4ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved. 私の自己紹介井手桂司 Ide Keishi トライバルメディアハウス沸騰ナビゲーター PR、SNS、コミュニティなどを通じて様々なブランドの“ファンづくり”のお手伝いをさせていただいています。 ●好きなブランド：ヤッホーブルーイング、乃木坂46

10. メーカーを取り巻くマーケティング環境

11. 1つ目の特徴

15. 2つ目の特徴

18. Page17ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved. アパレル業界の状況 ●アパレル市場は、'91年から'13年の間に市場は15.3兆円から10.5兆円まで縮小。 ●‘02～’13年の家計の5年毎の平均値を取ると、最初の5年から直近の5年までにスカートに遣う年額は約1万 2000円から約6000円に、シャツは約 3万8000円から約2万3000円に落ちている。 ● 『着飾る文化』から離れ、服は『ファッション』から『生活用品』に変わった。

19. Page18ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved. 洋服に積極的にお金を投資しなくなった背景「インスタグラムに自分の生活を投稿するなど、SNSでアイデンティティを表現でき、もはや服でアピールする必要がなくなりつつあるのかもしれません。服を買うとは、情報を消費すること。同じ情報を扱うインターネットで、精神が満たされている側面があると思う」 ('05年までワールドの総合企画部長を務めたコンサルタントの北村禎宏氏)

26. Page25ConfidentialCopyright © 2017 Tribal Media House, Inc. All Rights Reserved. 最後にまとめ  モノの価値だけで勝ち続けるのが難しい時代において、コト価値づくりが成長には必要。  ファンコミュニティを活用し、生活者目線を取り入れた”コト価値づくり”の共創が始まっている。  ファンコミュニティから価値を創出するには、①高ロイヤルティ、②ミッションへの共感、③社交性を持っているメンバーを集めるべし。

コモディティ化時代におけるファンコミュニティの価値

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コモディティ化時代におけるファンコミュニティの価値