Title: Social Media Intelligence 101 by Joseph Latteri タイトル：ソーシャルメディアインテリジェンスの現状 💡Description: The amount of information published online keeps increasing every day, while PR and Marketing professionals have limited time to find relevant content. We now live in an age where nothing happens in the real world without leaving a mark online. Learn about how companies have shifted the way they utilise & invest in the social & news media landscape. From fan marketing, product development, and crisis management, the presentation will introduce best practices and real-life examples by companies in Japan that are innovating the way they gain insight from the outside world to make better business decisions. 💡イベント概要 ネット上で公開される情報量は日々増え続け、広報・マーケティング担当者は、限られた時間の中で自社に必要な情報収集を求められています。 わたし達が生きる現代では、日常のあらゆる出来事において、ネット上に何かしらの痕跡が残されることは不可避です。 この10年間で日本企業がソーシャルメディア＆ニュースをどのように活用し、投資しているのか、Joseph Latteri氏がご案内します。ファンマーケティングから商品開発、危機管理まで、オンライン上のインサイトを活用し、データに基づいた意思決定を実践している日本企業のベストプラクティスをご紹介します。

1. 1
meltwater.com
meltwater.com
18th November 2022
Social Media Intelligence
Optimizing the Digital Consumer Journey
Tokyo Digital Marketers Meetup #41

2. 2
Joseph Latteri Education: University of Oregon
Meltwater Career:
• 2008~ International Management Trainee
• 2009~ Recruitment
• 2012~ Channel Sales
• 2013~ Customer Growth
• 2016~ Customer Success Director

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Agenda
01 Japan’s Evolving Digital Landscape
Traditional vs. New Digital Customer Journey (DCJ)
Measuring success across your DCJ
The importance of technology and structuring data
to ensure optimal DCJ process
Conclusion and Q&A
02
03
04
05

4. 4
Digital Trends in JAPAN
93% of people in Japan
have a smartphone
Spend 4.5 hours on the
internet every day
Spend nearly 1 hour on
social media every day
Makeup of Social Media
Users in JAPAN
Source: WeAreSocial, Hootsuite (2022)

5. 5
JAPAN
Digital Media
Trends
Source: WeAreSocial, Hootsuite (2022)
LINE
79.9%
Instagram
47.7%
Twitter
58.2%
Facebook
30.8%

6. 6
JAPAN
Digital Media
Trends
Source: Reuters slide 98
In 2020, online media
overtook TV for top
source of News
In 2020, mobile
overtook desktop in
Japan

7. 7
JAPAN
Digital Media
Trends
Source: Reuters slide 98
Trust in the media sits at
only 37% (drop of 10%
in last 5 years)

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Source: https://www.gartner.com/en/newsroom/press-releases/2022-09-15-gartner-survey-reveals-marketing-analytics-are-only-influencing-53-percent-of-
decisions#:~:text=Marketing%20analytics%20are%20responsible%20for,marketing%20analytics%20in%20decision%20making.
Gartner Survey
Reveals Marketing
Analytics are Only
Influencing 53% of
Decisions
STAMFORD, Conn., September 15, 2022
The challenges of “data are
inconsistent across sources”
and “data are difficult to
access” rose to the top in this
year’s survey.

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Traditional vs. Digital
Traditional
Customer
Journey
Discover
Explore
Buy
Engage
Digital
Customer
Journey
Ads
Social
Likes
E-Commerce
Comparing
App
Youtube
Ad
Videos
Reviews
Blog
Optimising the DCJ keeps a customer loyal to a brand, even
after they perform their initial purchase

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10
Digital Customer Journey
PR Radio, TV,
Print
Word of
Mouth
Online
Ads
Email PPC
Reviews
Social
Ads
Blog
Media
Direct
Email
E-Commerce Store Website
Community
Forum
FAQ Knowledge
Base
Promotions Newsletter
Social
Networks
Blog
Evaluation
Retention
Purchase
Awareness
Loyalty

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Why it Matters
For
Brands
For
Consumers
• Data driven approach
to improve efficiency
and track ROI
• Rise of Social
commerce
• Multifaceted ways of
getting to a consumer
• More tech savvy and
require higher quality of
experience
COVID’s
acceleration
of
digitisation
• More and more digital
channels emerging
• Change in consumer
behaviour

12. Awareness:
Brand
Impressions
Media
Volume
Owned
Media
Paid Media
Earned
Media

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Example: All-in-one awareness metrics across
(Paid/Owned/Earned)
XYZ

14. Evaluation
Engagement
Rates
Social
Sentiment
Social Echo Influencer
Campaigns

15. Evaluating your audience's feedback

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Purchase
Conversion Rate:
How often do leads
convert to sales?
(CPC, CPM, CPE)
Campaign Budget:
Social ROI of budget spent
on campaign
Measure Sales:
Integrate your eCommerce
to measure sales driven by
your influencers

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Example: Influencer Campaigns Sales Tracking

18. Retention
Ecommerce
Ratings
Product
Feedback
Customer
Experience
Net Sentiment

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How are my customers rating their post purchase experience?

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Product Feedback for Retention
Understand
feedback on
your products to
understand
what products
to push to
market

21. Loyalty
Optimization aims straightforwardly to keep
a customer loyal to a brand, even after they perform
their initial purchase
Building the right profiles/influencers for your brand
Better understanding of who you are targeting by
understanding their behaviors and analyzing the
channels they use

22. Followers
(5M+)
Engagement %
(High)
KOL
High Interest/Conversions
KOC/Micro KOL
High Relevancy
Celebrities
Brand awareness
Power Users
Brand Loyalty
Engagement %
(Low)
Followers
(Less than 1K)
Gen Z Celebrity KOL
KOL
Key Opinion
Consumers (KOCs)
Celebrity
Power User
Types of Influencers

23. 23
Tribes
They form tribes, a group of
like-minded individuals who
actively interact with each other
based on shared interests and
values shaped by the roles they
play in a social world.
Consumers want to be
addressed authentically
by their peers.
Change
Makers
Urbanized Tech
Savvy

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Example: The future of E-Mobility
Top Hashtags, Emojis and Posts of each Tribe

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Conclusion
Understanding
objectives and
goals for each
stage of the
digital customer
journey
How to slice
your data based
on the
objectives of
each stage in
the journey
Finding the right
tools and tech to
help you
optimize the
Digital Customer
Journey

26. AI is our Secret Sauce!
AI is more than just a marketing buzzword - it lets us do:
• Topic Modeling: categorizing and organizing data by
topic, quickly, accurately, and at scale
• Computer Vision: automatically describes the content
of images and videos, making it easier to analyze them
• Data Cleansing: removes spam and junk content from
social data
• Custom Index feature, each project has its own copy
of our dataset, which the AI can refine and structure in
a way that is optimized for your own objectives. What do you see in this image?

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Customers request for more context for actionable insights:
Computer-Vision based Enrichment
People
identification
Scene
recognition
Emotion
detection
Age detection in
image
Occupation
detection
Gender detection
from names
Age detection
from bio or
inferred
In relationship,
has children's
statuses
Logo recognition
Object
recognition
Face
Detection
Gender detection
in image
Customer
Journey
Detection
Named entities
recognition
Topic categories
Geolocation
inference
Sentiment
analysis
Reach
Calculation
● Ability to filter content by
Age, Gender,
Occupation
● Tracking by visual markets
like Logo, Face, Color,
Style, Scene
● Make projections based
on historical baselines
● Use SNS profile
markers for Social Ad
Targeting

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Q&A
Joseph.latteri@meltwater.com
www.linkedin.com/in/jlatteri
Connect with Me!
Scan the QR code to get a
FREE social maturity model assessment
for your team
@jlatteri

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Resources
For all the facts and figures
about Japan’s digital
landscape check out the
essential guide to the latest
connected behaviours!
2023 version coming in
February next year.
o https://www.slideshare.net/DataReportal/digital-2022-japan-february-2022-v01