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Social Media なうprepared for ESOMAR Best of Japan Conference 2013

15th April 2013

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

How are these services being used?

What are the implications for brands?

Young (18-30) social media users…

150 xsemi-structured 10 min interviews

10 x intimate 2 hour friendship triads

Young (18-30) social media users…

150 xsemi-structured 10 min interviews

10 xintimate 2 hour friendship triads

5 xindustry ‘expert’

interviews

Five Key Themes

The Big Three Networks

The Implications for Brands

Five Key Themes

Broader and more active

relationships, on and offline

Media consumption

increasingly people-centered

Consumers feel

empowered!

A low tolerance for interruption

Social overload creating

demand for simplicity

The Big Three

Networks

Identified

Anonymous

Closed Open

Each service fulfills a different niche…

Private, Public & Anonymous Spaces…

Identified

Anonymous

Closed Open

Private Public

Anonymous

‘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

‘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

The Implications For Brands?

Current brand interactions are shallow

A challenging climate… but with opportunities

It’s not about ‘Social Media’.

It’s about becoming a more ‘social’ brand and moving from ads to ‘adding value’.

1. Create cultural capitalKirin

Ben & Jerrys

2. Go beyond the brand

Riedel Japan

Hokkaido Likers (Sapporo)

3. Get PersonalNissan

Lawson

FamilyMart

4. Make social the center

Lumine

Uniqlo

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