An Easy Access Social Media Marketing Method for Japanese Enterprise

Gosuke KumamuraCentral Marketing Grp.

Microsoft Co., Ltd.

Today’s TopicI. Introduction

i. Gosuke is...

ii. The first step to get into Social Media World

iii. Background – in The U.S.

iv. Background – in Japan

II. As the part of ‘Digital Marketing’

i. Digital Marketing Initiative - Digital Centers of Excellence (DCOE)

ii. ‘Social Media Centers of Excellence’ (SMCOE)

iii. SMCOE Task Force

iv. The ‘Handbook’

v. Considering Cultural Gap

Today’s Topic – cont’dIII. Considering Cultural Gap

i. Characteristics of Japanese ‘Social Media Culture’

ii. Differences of ‘Social Graph’ Formulation

iii. Differences of Social Media usage (Blog, SNS, Twitter…)

IV. What’s in the ‘Handbook’?

i. The ‘Handbook’ has 3 sections

ii. Section 1: Overview

iii. Section 2: Strategy Formulation

iv. Section 3: Rules/Guidelines

V. Conclusion

I. Introduction

i. Gosuke is…

A saxophonist

Played as a professional mucisian

Played jazz, rock, funk, R&B, pops, etc…

I. Introduction

i. Gosuke is…

A ‘Social Media Lead’ of Microsoft Japan

• The ‘Driving Force’ behind the movement to Social Media Marketing

• The ‘Pivotal Figure’ of laying down the rules, guidelines, and policies

• In-Company Consultant of drawing up the strategies of Social Media Marketing

• The ‘advisor’• Handling practical operations occasionally

I. Introduction

ii. The first step to get into Social Media World

It’s not ‘Mandatory’ but ‘Unavoidable’

• It must be required (by HQ) sooner or later• It’s highly possible that some customers are

already users of Social Media• Certain employees are already ‘active users’• It’s highly possible that the company will get

caught in ‘flame’ regardless of participation• Getting into Social Media World is Unavoidable

I. Introduction

iii. Background – in the U.S.

The headquarters

• The movement of Digitalization accelerates over the past few years (especially for Ad)

• Planning to make use of Social Media forBusiness/Marketing purpose since 4 yrs. ago

• Focusing on Buzz/Viral Marketing

But there’s a big doubt for adoption

I. Introduction

iv. Background – in Japan

The Subsidiary

• It’s highly possible that HQ’s methodologies will be adopted without ‘localization’

• ‘Bubble’ of Social Media Marketing is growing • Fueled by the famous case studies• Getting many proposal by Agencies• Some activities have started without planning

II. As the part of ‘Digital Marketing’

i. Digital Marketing Initiatives

Digital Centers of Excellence (DCOE)

Digital Marketing Initiatives

Digital Marketing Mix

Standardized Framework &

Process

Skill Development of Employees and

Agencies

II. As the part of ‘Digital Marketing’

i. Digital Marketing InitiativesOnline AD(OACOE)

Guidance of placement of Online Ads in external media

E-mail(ECOE)

Guidance of email mktg. including Promotional Email and Mail Magazine

Search(SCOE)

Guidance of Search Engine Optimization and Listing Ads

Campaign Site(CSCOE)

Guidance of Campaign Sites development & deployment onto Corporate Website

Components

Strategy

Resources

Process

Internal Communication

Policy

Measurement

Tools

Skill

Social Media

(SMCOE)

Guidance of ‘Social Media

Marketing’

II. As the part of ‘Digital Marketing’

ii. ‘Social Media Centers of Excellence’ (SMCOE)

• Monitoring & Information Sharing

• Adopt for projects proactively

• Company-wide Training based on ‘Handbook’

• Basic Guidance

SMCOE‘Handbook

’

TrainingSeminar

Social Media

Listening

Pilot Project

II. As the part of ‘Digital Marketing’

iii. SMCOE Task Force

Agency

• Mandatory to collaborate with

the teams involving

information transmission and

reception

• Training is the most important

factor

• Take enough time to coordinate

• Necessary for ‘Objective View’

• Should not be ‘Platform-Centric’

• Must be familiar with various social media as a

‘user’

Task ForceMktg

Ad

PR

Legal

Training

II. As the part of ‘Digital Marketing’

iv. The ‘Handbook’

The ‘Handbook’ will give the employee…

• Systematic knowledge of Social Media Marketing

• Ideas to utilize Social Media for developing their digital marketing plan

• Skills to measure the performance of theirSocial Media Marketing activities appropriately

• Knowledge to master Social Media sanely without ‘flaming’

II. As the part of ‘Digital Marketing’

v. Considering Cultural Gap

United States vs. Rest of the World

Head Quarters

Subsidiaries Subsidiaries Subsidiaries Subsidiaries

but…

II. As the part of ‘Digital Marketing’

v. Considering Cultural GapSocial Media “Society” ≒

Everything might be changed by Country, Language, Culture, etc...

III. Considering Cultural Gap

i. Characteristics of Japanese ‘Social Media Culture’

Strong Anonymity

Offline to Online

Deepen over Broaden

III. Considering Cultural Gap

ii. Differences of ‘Social Graph’ Formulation“Online to Offline” vs. “Offline to Online”

III. Considering Cultural Gap

ii. Differences of ‘Social Graph’ Formulation

The influence of ‘Real Social Graph’ is very strong for ‘Social Graph’formulation

• How many friends have not met in your SNS and/or twitter Account?

• Have you ever (been) asked your friend before sending ‘Friend Request’?

• What do you do with Facebook except submitting/accepting ‘Friend Request’?

III. Considering Cultural Gap

ii. Differences of Social Media usage‘Bonding’ over ‘Finding’

Finding

Bonding

Japanese Social Media users have a greater tendency for ‘bonding’ than ‘Finding’

Japanese Social Media users need ‘Friends’ over ‘Acquaintance’

III. Considering Cultural Gap

ii. Differences of Social Media usageThe ‘Friends’ and Social Media

US• Find and expand new relationships• Show personal information to help finding

new relationships (name, occupation, place to live...)

• Broaden over Deepen

JP• Build confidence of existing relationships• The functions and services for nurturing

relationships are required• Deepen over Broaden

Social Media Japan US

Blog Using as ‘Lifelog’ (private diary) and communication tool among friends

Delivering their own idea and opinion

SNS Building (nurturing) confidence of existing relationships

Developing new relationships

Twitter Similar usage as Blog (there are not obvious distinction between Blog and Twitter) or getting information from news source

Using as ‘Lifelog’ and communication tool among friends

IV. What’s in the ‘Handbook’?

i. The ‘Handbook’ has 3 sections

Overview

• Overview of Social Media and its market size• Enlightening the ‘Sense’ of Social Media Usage

Strategy

• Explaining action plan with detail• Totally covers from ‘Strategy Formulation’ to ‘Measurement’

Rules

• The Rules/Guideline of Social Media Usage for Business/Marketing purposes

It’s not only ‘Rulebook’ but also ‘Playbook’

IV. What’s in the ‘Handbook’?

ii. Section 1: Overview

Overview Strategy Rules

• Advantage of ‘DO’ over Disadvantage of ‘Don’t Do’ This section was the presentation for Managers/Directors

Explained the Disadvantage of ‘Don’t Do’ deeply

Explained with dispassionate view and without ‘Magic Case Studies’

Enriched and Equalized the knowledge of employees and Agencies

IV. What’s in the ‘Handbook’?

ii. Section 2: Strategy Formulation

Overview Strategy Rules

• Be ‘Strategic’ and ‘Visualization’ Emphasized ‘Leverage’ over ‘Use’

Emphasized to ‘leverage’ Social Media as Tactics for resolving the problem

Explained how to ‘leverage’ Social Media deeply with detail

Explained how to track and measure the performance especially

IV. What’s in the ‘Handbook’?

ii. Section 2: Strategy Formulation

Planning Budgeting Deployment Measurement Optimization

Finding Problems and Issues

Define 5W1HWHEN

WHERE

WHO

WHAT

HOW

WHY

Develop Strategy

people

objectives

strategy

technology

P

O

S

T

Structure of Strategy Formulation

IV. What’s in the ‘Handbook’?

ii. Section 3: Rules

Overview Strategy Rules

• Do not be ‘Detailed’ but ‘Principle’ Various usage of Social Media depend on Organizations and Activities

Corporate communicates but handled by ‘Individual’

Nothing will can be done with ‘Detailed’ rules

Emphasized ‘Appropriate Response’ is the most important factor

Rule is important but ‘Training’ is more important

IV. What’s in the ‘Handbook’?

ii. Section 3: Rules1. Show you’re working as MSKKs employee at first, the show

your name, title, and job2. Do not publish confidential information and abide

Employment Agreement3. Speak your personal opinion within your specialty4. Think about responsibility of both MSKK and yourself comes

from your posts5. Be open6. Respond quickly and correctly7. Acknowledge your error (do not hide or cover-up)8. Do not libel against other people and companies9. You are liable for compliance with the law of privacy,

copyright, and relevant10.Remember, you’re one of many participants of Social Media

V. Conclusion

• Mandatory to collaborate with the teams involving

information transmission and reception

• ‘Enlighten’ but DON’T ‘Fan’

• DON’T Control, just advise

• Social Media is just the ‘Tools’

• DON’T hound the External Case Studies so much

• Keep providing the Training

• Share what we do everytime

V. Conclusion

• Participate Social Media as much as you can

• Think Objectively

• DON’T be a Dream Maker, be an Advisor

• Make many friends

• Prepare for many meetings ([Orgs.] × [Hierarchy])

• Keep motivate yourself

• DON’T give up to communicate

For NEXT “Social Media Lead”