The document summarizes Rakuten's internal social media committee review of 2011 and objectives for 2012. In 2011, usage of their internal social network Yammer grew significantly with over 100,000 total posts. Executive usage was high at 86% monthly active users in December. Their goals for 2012 include increasing weekly posters by 10% of total users, daily logins by 20% of users, and weekly posts to an average of 4 per user. The committee aims to drive more engagement by increasing daily unique logins by 25%.

1. Rakuten Internal Social Media Committee
at Enterprise SNS Forum
Rakuten. Inc, Internal Social Media Committee March 7th, 2012 1

2. Agenda
1. Review of 2011
2. Objectives for 2012
3. Action plans and KPIs
2

3. Review of 2011
1. Usage continues to grow (100,000th post was made in December)
2. Executive officer usage high (December 86%/m for full month)
August September October November December January Februrary
TOTAL monthly monthly monthly monthly monthly monthly monthly
Number of users 6966 7055 7253 7530 754 1 762 4 76 21
Posters 3094 3212 3335 3534 361 4 367 6 37 38
Groups 414 425 455 527 55 8 6 02 6 27
Number of total posts 50211 73856 82720 92920 1 0086 0 10917 5 1194 09
Poster UU 833 856 869 1129 797 766 840
WEEKLY/Monthly -
Posts 6983 7732 8416 9820 761 7 813 1 96 11
Posters 833 856 869 1129 79 7 7 66 8 40
English/all post 84.3 85.1 85.5 87.9 84 .8 8 7.7 8 7.5
3

4. Review of 2011
About 2,000 posts per week
4

5. Review of 2011
After 3/11, Yammer has been the official enterprise SNS
in Rakuten.
5

6. Review of 2011
Activities
• Made manuals for beginners
• Delivered Rakuten News articles about the hottest
topics on yammer
• Shared useful cases on yammer at ASAKAI.
• Held special event, “yamjam” ( “What is the ideal model of
an engineer?”)
6

7. Japanese press recognizes us as a leader for using private SNS
NIKKEI COMPUTER 2012 Jan. edition (Example)
NIKKEI Shinbun 2012
Jan.23th edition
“Rakuten uses Yammer as
a globalization tool”
“Toyota uses an internal
SNS to share marketing
and sales tips.”
7

8. Challenge of a Global Knowledge-Creating Organization
Review from Takeuchi-sensei’s lecture:
Knowledge needs to move from “Tacit to Explicit” and “Explicit to Tacit”
This is especially hard for Global Companies!
Tacit/暗黙知 Tacit
Explicit
Socialization Externalization
Tacit
共同化 表出化
Explicit
Internalization Combination
Tacit
内面化 連結化
Explicit/形式知 Explicit
共同化（Socialization） This process focuses tacit to tacit.
表出化（Externalization） This process focuses tacit to explicit. knowledge.
連結化（Combination） Knowledge transforms from explicit to explicit.
内面化（Internalization） Tacit knowledge is created using explicit knowledge and shared across the organization.
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9. KPIs for 2012
KPIs
2011 (2012 1Q)
Poster/ week 400 750 (10% of users)
Login/ day 1,200 1,500 (20% of users)
Post/ week 1,900 3,000 (avg. 4 posts/user)
Increase daily logins
Daily Unique Logins +25%
Non-user
1,200 1,500
9

10. Objectives for 2012
Increase login users
Login user
Non-user
#1,200/ day
#6,300/day
16%
84%
10