Digital Marketing & Social Media Opportunities - Japan
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Transcript of Digital Marketing & Social Media Opportunities - Japan
Social Media Opportunities
International Marketing Secretariat
International Trade and Investment Attraction Division
Ministry of Jobs, Tourism and Innovation
Agenda
Part 1: Why is Digital Marketing Critical?
Part 2: Integrated Marketing and Promotional StrategiesPreliminary Results from China Trade MissionLessons Learned
Part 3: A Snapshot of Digital Media in Japan
Why is digital marketing critical?
Creating a professional Business Social Identity helps fuse your business networking with the power of online networking and relationship-building.
Social Media is considered new media and communications that are creating a world conversation online with constant dialogue.
Search Engine Marketing increases website traffic from search engines. To be Search Engine Optimized is to appear in the top listings of all major search engines.
Open Source Platforms are free and transparent websites there is an exchange of business information and engagement
Objective1: Build brand reputation, awareness and professionalbusiness social identity
Protect, expand and strengthen a new CanadaStartsHere brand by proactively engaging and listening to online conversations, identifying brand ambassadors and key companies and clients for business development and lead generation.“90% of consumers trust peer recommendations, only 14% trust ads”
“34% of Bloggers post opinions about products & brands”
What does it look like?
”
Brand Ambassador
Objective 2: Effectively engage business and organizations online
Utilize open-source platforms to participate in conversations across social channels to establish a reputation for delivering business expertise online in real-time.
London-based social marketing agency FreshNetworks claims 40 percent of businesses around the world have successfully leveraged social platforms for new business development.
What does it look like?
“
Objective 3: Mobile Access
Mobile technologies are increasingly how businesses reach customers and clients.
In 2010, Forbes reported 45 per cent of senior corporate executives believe a smartphone or web-enabled tablet will be their primary device for business-related use within 3 years.
What does it look like?• Customized business APPS supporting missions, events and trade shows• Adoption of APPS by TID to facilitate B2B social networking
Integrated Marketing Messaging /booth activation at trade shows E-collateral & Social Media Search Engine Optimization / Search Engine Marketing; Google AdWords
Increased Recognition & Influence 4,748% increase in webpage visits (campaign: Oct 28-Nov 21, compared over Oct 3-27) Domestic Twitter following increased 40%, international following 13% Twitter Klout Score increased 6.41, to 43 points
Promotional outreach to extended audience via SINA Seafood blog earned 56 reads, 2 comments on B.C.’s SINA Weibo account Average of 2-3 comments, “likes” and “shares” on BC Government Facebook BC seafood video received 41 views on B.C.’s SINA Weibo account
Trade and Investment Services 1 business query on trade and investment for Latin America
Preliminary Results from China Trade Mission
Lessons Learned
1. Use established, international social media channels and designate a “community manager.”
2. Identify high value channels, ensure usability and define metrics for integration of social media outreach and central website.
3. Commit to building social media networks over the long-term to build following, trust, and relationships.
4. Attract business with business-specific content
Market intelligence; breaking news Investment opportunities Trade and investment services and resources
Offer free brand exposure, marketing opportunities
Digital Media & Japan
In Japan, behaviours online are characterized by a number of unique traits that can impact foreign business looking to do business.
Preference towards online anonymity
Consume information on mobile-based platforms
Cultural customization of platforms
Top social networks in Japan include Mixi, Gree, Twitter and FC2 Inc. – just one of many blog websites in Japan.
Japan Social Networking Study, 2010
Infographic
Digital Media &
Japan
Burson – MarstellerAsia Pacific Infographic2011