Social media in Japan, LinkedIn

Download Social media in Japan, LinkedIn

Post on 12-May-2015




1 download

Embed Size (px)


While doing some research about B2B use of social media I found these and wanted to create some slides to share. Seemingly LinkedIn Japan's performance is not great but it's gaining some traction.


  • 1.Social Media in Japan, LinkedIn

2. There are already More than 10 books in Japan about how to use LinkedIn 3. Number of Facebook pages and Twitter Accounts 4. Interviews with Japanese Users 5. The interest peaked last year seems tobe fading away 6. According to a Social Media Consulting Company, Half a year ago the site had more active users 7. Qualitative Assessment Looked at the last 25 comments by different users on themost active Japan related group (Business in Japan, has over30K members). Only 4 out of the last 25 comments were from people withJapanese last names (ending with vowel and at least 2 ormore syllabus, etc.) Seems like most of the content is generated by less than 5%of the members. Seems like most of the people who left a comment changedtheir jobs recently (strangely 72% of those who left acomment had a new job started within the past 3 years) The ones who posted a comment may not be typical users as8 of those who posted a comment had more than 500connections (30%). According to this source it is around17%. Only 3 of the last 25 comments were from members affiliatedwith large corporations or organizations. 8. The Last 25 Members who left amessage on BIJs LinkedIn Group The most# of recent Career Contacts Company 2013240 Independent Consultant 2013105 City Pass Guide 2012333 The American Radio Show 201269 2012500 United States Patent and Trademark Office 2012500 Knowledge Bridge Inc. 2012162 Brush Research Manufacturing 2012500 CMO (Chief Marketing Officer) Council 201226TURTEKS TEKSTIL ETIKET A.S 2012500 Business in Japan Television 2011500 Bandai Namco 201172Texas Workforce Commission 2011270 White Feather Solutions 201081Pro ESL - Professional English Skills and Language 2010500 Deschenes Production House Inc. 2010500 KEA Japan 201073Environmental Tectonics Corporation2008 45Jolex Inc.2007 500 Sarkar Office Japan KK India camp office2006 240 Toyota Motor Corporation2005 311 Investor Networks Inc.2005 311 Japan Investor2003 269 Overseas Trading Support Inc.2001 500 Matsuzaki General Counsel Office1997 291 Success Stories Media, Inc. 9. Qualitative Assessment Also looked at 4 more Japan related groups.The ratio of comments to members was verylow. Seemingly most of the members resideoutside Japan.# of posts by #% inthe top Group members Comments Japan influencer BIJ (Business in Japan)36,5922281220 Japan Intercultural Consulting5,730 3312 5 Expats in Japan 5,171427 Japanese Speaking Executives(JSE) 9,352 4217 2 Kansai Business Cafe686429 10. Japanese Culture and LinkedIn There are no job swingers in WesternJapan. Generally speaking JapancountriesSmall talk with colleagues & seniorslowhighpeople want life time Praise of good work lowhighemployment and many Selflessness and unhesitating sacrifice for onescompany high lowJapanese dont want to change Success and social power depends on personalachievements rather than ascribed social status high lowtheir jobs EVEN if they arepaid more or offered more The prestige of any company is solely based on its size,paid capital, number of employees, overseas branchesincentives to work(rather than its technology or its recent popularity)highlowSelf employment is encouraged, self employed peoplesomewhere else. are respected (regardless of their income)lowhigh This table shows Japanese Amae : people should trust each other 100% beforeany simple business transaction high lowvalues that make it difficult for Chokkan to ronri: Intuition is as important as logichigh lowHonne/tatemae: Hiding true feelings to not to disturbLinkedIn to penetrate the harmony high lowDirect communication style (say as it is) lowhighJapanese market.Speed of relationship development slow fasterRisk taking behaviorlowhigh relativelyInterest in self improvement and lifetime learningrelatively low high 11. LinkedIn Can Actually Be Useful forBusinesses An early Microsoft study suggested that LinkedIn is best for young professionalswho may be interested in changing jobs. For students and people with establishedcareers it may have low value. The study also suggested that LinkeIn can be good to keep in touch after meetingsomeone at a business exhibition, etc. (instead of becoming a FB friend I guess). The relationship is kept alive since people can see others recent activities. And asimple note of "congratulations" may keep the relationship refreshed. Mid-age people are more likely to use linkedIn compared to people in their earlytwenties which is the opposite of Facebook usage among those age groups. Its good for recruiting, finding suppliers and getting information about someonesbackground before meeting that person for a business purpose. 30% Small business owners regularly use LinkedIn for business (compared with22% who report using Facebook for business) 41% of small business owners think LinkedIn has the highest potential forbuilding business followed by 16% who think Youtube is the best. Only 14% thinkFacebook has the highest potential and only a dismal 3% think Twitter is the best. 12. LinkedIn Can Actually Be Useful forBusinesses 28% of the users generated new business opportunities 38% build new relationships with potential customers 50% built new relationships with people who mayintroduce new business oppts. 45% increased face-toface networking effectiveness 69% reconnected with past colleagues and clients 37% increased brand presence (online) 38% found new job oportunities 77% used to search for people and companies Source: 13. LinkedIn Can Actually Be Useful for Businesses There are more than 1 million groups and more than 2.6 million company pages and 75,000 APIs. 90% of the users think the site is useful. Most of the members are females 35% LinkedIn is 3 times more effective when it comes to generating sales leads (compared to Twitter and Facebook) According to Maccebbee PR these are things companies can do on LinkedIn 1- Reach and interact with the most influential people in certain industries 2- improve search engine rankings 3-Do market research (e.g. search with certain keywords and see what ppl aretalking about those topics) 4-Monitor potential customers 5- Better represent the brand 6-Find out about media organs that cover certain industries 7- Represent the brand as an industry thought leaderSources: 14. Social Media Has Limited Effects An eMarketer study found that 88% of B2Bcompanies use social media BUT only 18% of them report generating highquality sales leads versus 40% emailmarketing, 36% SEO activities. Offline-Tactics-Yields-High-Quality-B2B-Leads/1009664 15. lastly Japanese people have high social conformity. Even though Facebook is against Japanesevalues (early self disclosure, in/out groupcommunication, etc.) it picked up. So, LinkedIn also may increase its user baseone day