{"id":377,"date":"2020-09-11T13:41:44","date_gmt":"2020-09-11T04:41:44","guid":{"rendered":"https:\/\/tam-tamlo.com\/en\/?p=377"},"modified":"2024-06-30T19:16:16","modified_gmt":"2024-06-30T10:16:16","slug":"using-social-media-to-research-the-japanese-market","status":"publish","type":"post","link":"https:\/\/tam-tamlo.com\/en\/377","title":{"rendered":"Using social media to research the Japanese market"},"content":{"rendered":"<h2><b>Introduction to social media research<\/b><\/h2>\n<p><span style=\"font-weight: 400\">20 or so years ago, growing an online reputation was important for a brand to succeed, but now it is essential. And it goes without saying that the cornerstone to any successful digital reputation starts and ends with a social media presence. But as a marketeer, PR guru, or business owner, if this is the singular way that you view social media, then you are thinking too linearly.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400\">&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400\">According to <\/span><a href=\"https:\/\/www.oberlo.co.uk\/blog\/social-media-marketing-statistics\"><span style=\"font-weight: 400\">Oberlo<\/span><\/a><span style=\"font-weight: 400\">, there are 3.2 billion individual, active social media users worldwide. That\u2019s 42% of the global population. That\u2019s a hell of a lot of people sharing, commenting, \u201cliking\u201d, researching brands, reviewing products and complaining about their flight delays. This offers up an opportunity. Find me a survey or focus group that ever included this many applicants!&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400\">&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400\">Aside from the census, you won\u2019t find one. \u2018Social Media Research\u2019 or \u2018Social Listening\u2019 is the research method that allows you to tap into this online focus group. So what is it and why should it be the fundamental research method for tailoring your content for a market, such as Japan?<\/span><\/p>\n<h2><b>What is social media research \/ social listening?<\/b><\/h2>\n<p><span style=\"font-weight: 400\">Social media research, or social listening, allows you to tap into the billions of conversations occurring across the internet every day. By creating trackers\/queries\/searches, you can understand exactly how people are engaging with topics, brands, keywords, and content online. You can then categorise, filter, and visualise this information in the following ways:<\/span><\/p>\n<p><span style=\"font-weight: 400\">&nbsp;<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Subtopics \u2013 e.g. Across social media what topics do people care about when they talk about hair care?<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Time-line \u2013 how does the conversation change week by week, month by month and year by year?<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Time of day \u2013 when do people talk about different topics?<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Channels Identification \u2013 which social media channels or domains is the conversation living on?<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Audience understanding \u2013 does the conversation change by gender, age, interest, etc?<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Media \u2013 which images are people more likely to share?<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Locations \u2013 where is the conversation taking place and in which languages?<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Brand Reputation \u2013 what did people think about the most recent ad campaign or brand?<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Influencer Identification \u2013 which influencers match your chosen topic or brand?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400\">But why should you choose social listening over other more traditional forms of research?<\/span><\/p>\n<p><span style=\"font-weight: 400\">&nbsp;<\/span><\/p>\n<h2><b>The raw value of social media research<\/b><\/h2>\n<p><span style=\"font-weight: 400\">When targeting a local market (eg. Japan), it is crucial to understand that territory through the audiences\u2019 posts on social media. This understanding is rooted in the following core values.<\/span><\/p>\n<p><span style=\"font-weight: 400\">&nbsp;<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">The data catchment is large: there are 3.2 billion individual, active social media users worldwide.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">It is representative: <\/span><a href=\"https:\/\/www.emarketer.com\/Chart\/US-Social-Media-Users-by-Generation-2019-of-population\/226029\"><span style=\"font-weight: 400\">90.4% of \u2018Millennials\u2019, 77.5% of \u2018Generation X\u2019, and 48.2% of \u2018Baby Boomers<\/span><\/a><span style=\"font-weight: 400\">\u2019 are active social media users (Emarketer, 2019).<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">It is unguarded and volunteered: Unlike surveys and focus groups, people can be brutally honest about brands and topics.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">You can test brand hypotheses or beliefs: E.g. If you believe that you should be targeting a specific persona online, then test it using social listening. Is this the right thing to do?<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">You can discover unknown unknowns: Insights and discoveries that you can use to inform your marketing.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400\">&nbsp;<\/span><\/p>\n<h2><b>How to make the most of the data from social media research<\/b><\/h2>\n<p><span style=\"font-weight: 400\">Nothing can stop the onward advance of technological innovation and social listening is no exception. Tools have become powerful integrated systems that can help you to localise your content no matter the country. But how can you get the most out of these tools and help you to tailorise your marketing for a specific nation or territory?<\/span><\/p>\n<p><span style=\"font-weight: 400\">&nbsp;<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Have a clear understanding of what you are trying to find out. E.g. I am a marketeer at a travel company that specialises in selling holidays to the Asian market. I want to research what holiday-makers care about when they travel to Japan compared to other Asian countries. This will help me to tailor my content aimed at attracting more visitors to Japan.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Look for variations in topics and language and match this with your tone and subject matter. This will help to resonate your content with your audience. E.g. What is the most talked-about location in Japan and does this differ depending upon where the holidaymaker is from?&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Look for seasonality changes to help you to schedule your content for the right moments in your content calendar. E.g. Does blossom dominate images of Japan during springtime and where is this most prevalent?<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Identify audience groups. E.g. Are these holiday-makers young or old and what are they interested in? Are there influential people within the category?<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400\">&nbsp;<\/span><\/p>\n<h2><b>The more you listen to social media, the more you\u2019ll understand the Japanese market<\/b><\/h2>\n<p><span style=\"font-weight: 400\">It can be very hard to understand the local culture when you are not living in the country. Japan is no exception as it is a unique market both culturally and linguistically.<\/span><\/p>\n<p><span style=\"font-weight: 400\">&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400\">However, in this digital era, technology can help and social listening tools are one way of taking on this challenge. Diving deep into the Japanese market using a social listening tool will surface insights. Then it is up to you to make the most of these findings and create the best content for your campaign in Japan.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"Introduction to social media research 20 or so years ago, growing an online reputation was [&hellip;]","protected":false},"author":12,"featured_media":380,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[7],"tags":[17,12],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Using social media to research the Japanese market | TAMLO<\/title>\n<meta name=\"description\" content=\"We explore social listening and how it can be used to carry out research on the Japanese market and understand the audience.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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