1111Rakuten. Inc, Internal Social Media Commit tee March 7 t h , 2012

Rakuten Internal Social Media Committeeat Enterprise SNS Forum

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Agenda

1. Review of 20112. Objectives for 20123. Action plans and KPIs

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Review of 2011

1. Usage continues to grow (100,000th post was made in December)

2. Executive officer usage high (December 86%/m for full month)

TOTALAugust

monthlySeptember

monthlyOctobermonthly

Novembermonthly

Decembermonthly

Januarymonthly

Februrarymonthly

Number of users 6966 7055 7253 7530 7541754175417541 7624762476247624 7621762176217621

Posters 3094 3212 3335 3534 3614361436143614 3676367636763676 3738373837383738

Groups 414 425 455 527 558558558558 602602602602 627627627627

Number of total posts 50211 73856 82720 92920 100860100860100860100860 109175109175109175109175 119409119409119409119409

Poster UU 833 856 869 1129 797 766 840WEEKLY/Monthly -

Posts 6983 7732 8416 9820 7617761776177617 8131813181318131 9611961196119611

Posters 833 856 869 1129 797797797797 766766766766 840840840840

English/all post 84.3 85.1 85.5 87.9 84 .884 .884 .884 .8 87.787.787.787.7 87.587.587.587.5

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Review of 2011

About 2,000 posts per week

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Review of 2011

After 3/11, Yammer has been the official enterprise SNS in Rakuten.

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Review of 2011

Activities• Made manuals for beginners• Delivered Rakuten News articles about the hottest topics on yammer• Shared useful cases on yammer at ASAKAI.• Held special event, “yamjam” ( “What is the ideal model of an engineer?”)

7777

Japanese press recognizes us as a leader for using private SNS

NIKKEI COMPUTER 2012 Jan. editionNIKKEI Shinbun 2012 Jan.23th edition

“Toyota uses an internal SNS to share marketing and sales tips.”

“Rakuten uses Yammer as a globalization tool”

(Example)

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Socialization

共同化

Externalization

表出化

Combination

連結化

Internalization

内面化

Tacit/暗黙知 TacitE

xplicitE

xplicit

TacitTacit

Explicit/形式知 Explicit

Challenge of a Global Knowledge-Creating Organization

�共同化（Socialization） This process focuses tacit to tacit.�表出化（Externalization） This process focuses tacit to explicit. knowledge. �連結化（Combination） Knowledge transforms from explicit to explicit.�内面化（Internalization） Tacit knowledge is created using explicit knowledge and shared across the organization.

Review from Takeuchi-sensei’s lecture: Knowledge needs to move from “Tacit to Explicit” and “Explicit to Tacit”This is especially hard for Global Companies!

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KPIs for 2012

Non-user Daily Unique Logins

1,200

Increase daily logins

+25%

Poster/ week

Login/ day

Post/ week

KPIs

1,500

(2012 1Q)

750 (10% of users)

1,500 (20% of users)

3,000 (avg. 4 posts/user)

400

1,200

1,900

2011

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Objectives for 2012

Non-user

#6,300/day

Login user

#1,200/ day

16%84%

Increase login users