Download - Social Media なう
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Social Media なうprepared for ESOMAR Best of Japan Conference 2013
15th April 2013
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30 million accounts early 2012
Launched 2004 - 21.6m users as of May ‘08
8m users in May 2011 to 17m in May 2012
Nearly 50m Japanese users since ‘11 launch
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How are these services being used?
What are the implications for brands?
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Young (18-30) social media users…
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150 xsemi-structured 10 min interviews
10 x intimate 2 hour friendship triads
Young (18-30) social media users…
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150 xsemi-structured 10 min interviews
10 xintimate 2 hour friendship triads
5 xindustry ‘expert’
interviews
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Five Key Themes
The Big Three Networks
The Implications for Brands
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Five Key Themes
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Broader and more active
relationships, on and offline
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Media consumption
increasingly people-centered
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Consumers feel
empowered!
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A low tolerance for interruption
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Social overload creating
demand for simplicity
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The Big Three
Networks
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Identified
Anonymous
Closed Open
Each service fulfills a different niche…
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Private, Public & Anonymous Spaces…
Identified
Anonymous
Closed Open
Private Public
Anonymous
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‘Online Meishi’‘Private Booth’
‘Open World’‘Release Valve’
Share positive life moments with wide circle – visuals NOT opinions
Hold casual & emotional conversations with
individuals or groups
Connect to liquid stream of info
around my interests
Express my innermost thoughts in a free
environment
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‘Online Meishi’‘Private Booth’
‘Open World’ ‘Release Valve’
Open to brands as one more voice amongst many
Brands struggling to maintain
conversations
High self-consciousness about brand associations
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The Implications For Brands?
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Current brand interactions are shallow
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A challenging climate… but with opportunities
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It’s not about ‘Social Media’.
It’s about becoming a more ‘social’ brand and moving from ads to ‘adding value’.
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1. Create cultural capitalKirin
Ben & Jerrys
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2. Go beyond the brand
Riedel Japan
Hokkaido Likers (Sapporo)
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3. Get PersonalNissan
Lawson
FamilyMart
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4. Make social the center
Lumine
Uniqlo
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