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Following the previous article Vol.73 – Ranking: Companies/Brands Leveraging Social Media Generating Sales in Japan some of the successful companies and/or brands operating in Japan to generate sales will be introduced, starting with this article.

The first one is Muji.

1. What is the overview of the brand?

Muji is the brand of series of products of a company called Ryohin Keikaku Co., Ltd. that is engaged in business of developing, marketing and selling high quality products of non-brands i.e. not the brands of major manufacturers to consumers who visit their stores under their original brand of “Mujirushi”.

They have been doing this business since 1980 and their products have become quite popular, Mujirushi or Muji has in fact a popular brand in Japan.

2. How Muji has been leveraging social media to drive consumers to their stores?

One good example of how Muji has been leveraging social media is their campaign they did from December 26, 2011 to January 10, 2012 to promote their retort-pouched curries.

1) What was the campaign?

As a part of the campaign, they developed a web content linking with account of Facebook Twitter or Mixi in their web site in which the consumers can enjoy Snakes abd Ladders game. Among web users who enjoyed the game, 10,000 people won the coupon with which they could exchange with Muji’s butter chicken curry, and 9 people won coupon with which they could exchange with 9 types of Muji’s retort-pouched curries and crockery.

In order to successfully drive people to their stores, the rule was that they could exchange with products only if they visited one of the Muji shops. That is to say, they could not exchange with products in Muji online stores (EC site).

2) What was the outcome of the campaign?

28,000 people enjoyed the game, and among 10,000 people who won the coupon, 9,761 visited shops to exchange with Muji product(s).

And because many of them would be uneasy to only exchange their coupons with products, they purchased some products as well.

One interesting outcome was that users of their EC site increased as well. This was probably because the awareness of the Muji’s retort-pouched curries increased among web users and those who could not be bothered to visit Muji offline stores visited their online stores.

As a result, even though there were no discounts, sales of their retort-pouched curries　increase by 80% from the same time of the previous year during the campaign.

3. Is there any other benefit(s) that Muji has been enjoying by leveraging social media?

Yes, there is. It is the fact that Muji now can distinguish which products sells well from others by leveraging social media while not promoting by other media. This made Muji to leverage social media and allocate their resources more effectively and strategically.

1) How has Muji been leveraging social media to distinguish products that sells well from others?

Muji promotes their products leveraging social media without promoting by other media such as e-newsletter, flyer, website, and magazine and TV advertising, and sees how the sales of the products changed.

There was a case in which such social media use led to sales increase by 10% – 300% from previous day.

2) What is an example of such social media use?

One good example is in the case of promoting a pair of gloves with which consumers can use touch panels of iPhones etc. When the products were promoted in the morning of October 14 2011 by Facebook, Twitter and Mixi, the sales on the day increase by 63% from October 13 on average in Muji stores throughout the nation.

The reason why October 14, 2011 was strategically selected as such a promotion was the fact that it was the day when iPhone 4S was launched in Japan. Muji assumed that iPhone 4S launch in Japan would be a hot topic on the day and sales of related products would increase, which turned out to be true.

3) Does such social media use works for all products?

No, it does not. It seems to work only for FMCG (fast moving consumer goods). This is because after data analysis, it became evident that it did not lead to sales increase for products whose price is rather high and frequency of purchase is rather low such as consumer electronics.

In the next article, the author would like to continue introducing case studies of companies and brands that were included in top 20 of the ranking.

References:-
Japan First Company/Brand Ranking that Generates Sales by Leveraging Social Media (in Japanese)

http://business.nikkeibp.co.jp/article/report/20120224/228963/?rt=nocnt

Resources:-
Muji, a original brand of a company called Ryohin Keikaku that develops, markets and sells their high quality products in their stores, has been successfully leveraging social media to drive consumers to their stores by campaigns in which they provided social coupons to selected web users who enjoyed their Snakes and Laders game on their website. This led to sales increase in their offline and offline stores when consumers could only exchange their coupons with products if they visited offline stores. Also Muji now can distinguish products that sell well from other by strategically using social media.

Publish this article: Vol.74 – Case Study: Companies Brands Leveraging Social Media in Japan (Muji)

Nikkei Digital Marketing, a publishing company in Nikkei group (a leading business publisher in Japan) specialized in digital marketing recently executed a survey and announced on February 22 the first ranking in Japan of companies and brands that are successful in leveraging social media to reach consumers and generate sales.

 1. How was the survey executed?

 1) Selecting 100 companies/brands available in Japan

 Number of Facebook fans and Twitter followers of companies/brands available in Japan were added and top 100 companies were selected.

 2) Calculating “Reach Score”

 “Reach Score” is defined as how many fans and followers the company/brand has. This is calculated by the unique methodology developed by Nikkei Digital Marketing analysis, which was converted to deviation value.

 3) Calculating “Consumer Behaviour Score”

 “Consumer Behaviour Score” is a metric to see how much social media changed consumer behaviour to purchase products and services. With help from a consulting department of Nikkei group, questions on how social media is used were asked to which 15,164 people answered. The result of the questionnaire was analyzed to calculate Consumer Behaviour Score, which was converted to deviation value.

4) Calculating Total Score for ranking

 Total Score was calculated by adding Reach Score and Consumer Behaviour Score, which was then converted to deviation value. Ranking is of Total Score.

 2. What was the result of the ranking?

Companies and brands that have been successfully using social media to improve their reach and change consumer behaviour in a positive way are ranked high up.

 Top 20 ranking of Total Score (# in bracket is ranking of each score)

Rank / Company/Brand Name / Deviation Value of Total Score / Deviation Value of Consumer Behaviour Score / Deviation Value of Reach Score

1 / UniQlo / 81.0 / 71.2 (2) / 85.1 (2)

2 / Lawson / 75.6 / 66.8 (6) / 80.8 (4)

3 / Muji / 75.2 / 65.6 (8) / 82.2 (3)

4 / All Nippon Airways / 74.8 / 68.9 (4) / 74.4 (6)

5 / Starbucks / 74.2 / 60.5 (18) / 89.9 (1)

6 / T Point / 68.3 / 65.6 (8) / 64.9 (9)

7 / Japan Air Lines / 65.6 / 61.3 (15) / 66.5 (8)

8 / Haagen-Dazs / 65.3 / 72.8 (1) / 42.8 (75)

9 / Subway / 64.7 / 66.4 (7) / 54.1 (21)

10 / McDonald’s / 63.8 / 69.9 (3) / 44.8 (60)

11 / Moss Burger / 61.0 / 61.0 (11) / 55.6 (17)

12 / Sony / 60.4 / 57.6 (20) / 61.0 (11)

13 / The Premium Malt / 60.2 / 63.4 (10) / 48.8 (43)

14 / Yamada Denki / 59.9 / 66.9 (5) / 41.2 (98)

15 / Kentucky Fried Chicken / 59.3 / 62.5 (13) / 48.5 (45)

16 / Tokyu Hans / 59.1 / 56.7 (26) / 59.4 (12)

17 / KDDI (au) / 58.9 / 49.7 (54) / 72.9 (6)

18 / Family Mart / 58.5 / 57.5 (21) / 56.3 (15)

19 / Edy / 57.8 / 63.1 (12) / 43.3 (71)

20 / Seven Eleven / 57.1 / 63.2 (11) / 41.4 (95)

#1 was UniQlo with Total Score as high as 81.0. Both Reach Score and Consumer Behaviour Score were quite high.

This was because of its successful campaign leveraging Facebook held in November 2011 in addition to its strong brand, which drove over 200,000 consumers to the UniQlo shops nationwide, leading to sales generation. With the campaign, when consumers registered their location information using Facebook, they could win discount coupon of maximum 2000 yen upon registration.

#2 with Total Score of 75.6 was Lawson, another company successfully using social coupon. Last summer, the company held a campaign in which coupons were provided to 1.3 million consumers collaborating with special website co-developed by Tokyo FM (a FM radio station in Tokyo) and Mixi (leading social media company in Japan). This resulted in driving 420,000 consumers to their shops throughout the nation. Lawson also did another campaign in autumn of 2011 providing social coupons which helped generating sales.

In the next article(s), the author would like to introduce some case studies of companies and brands that were included in top 20 of the ranking.

References:-
Japan First Company/Brand Ranking that Generates Sales by Leveraging Social Media (in Japanese)

http://business.nikkeibp.co.jp/article/report/20120224/228963/?rt=nocnt

Resources:-
The Japan first ranking of companies/brands that are successfully generating sales by leveraging social media was announced. “Reach” and “Consumer Behaviour” were the 2 metrics used for ranking. Companies and brands (mostly of BtoC) with many fans/followers and successfully driving consumers to their shops nationwide to generate sales were ranked high up, such as UniQlo and Lawson, that held campaigns providing social coupons to drive consumers to their shops nationwide.
 

Publish this article: Vol.73 – Ranking: Companies/Brands Leveraging Social Media Generating Sales in Japan

Niche marketing is just what it sounds like – selling products or services to a niche market or a special area of demand. Basically, you wouldn’t target the whole world as your market, just those people who have a particular interest in your products or services.

Even a big business can use niche marketing by breaking down their product range into smaller pieces. For example a computer manufacturer wouldn’t just sell PCs, they’d sell netbooks, laptops, printers, external hard drives, cables, memory cards and so on. Thus, someone who already has a PC but is looking at laptops would still seek out their products – that is a niche.

Taking out adverts in national newspapers and magazines or on national TV or radio costs an absolute fortune but of course the major companies can afford it. However, it wouldn’t be possible for the average small business to advertise to a huge market in that way but by choosing a narrow niche the advertising budget goes further. For example, if you’re selling knitting patterns you wouldn’t want to advertise in the New York Times because out of that huge readership, very few people would want to buy knitting patterns but if you display your wares in a knitting magazine, you can assume that all its readers are interested in knitting. That’s a good use of an advertising budget.

Niche marketing targets the specific needs of a target audience. A website offering advice on how to treat acne is only of interest to acne sufferers; a book on caring for cats is if no interest to people who don’t own a cat and don’t intend to.

Niche marketing isn’t about trying to compete with the big boys; very few individuals can do that. Make your niche extremely narrow and target the right audience. For instance, many people own dogs and lots of doggie subjects can be aimed at most dogs – that is rather a wide niche. However, if your niche focuses on a specific breed and its particular problems, then owners of that breed will come flocking to buy your product or service.

Aim small to start with and a few sales can make big profits; no sales mean no profits.

So in answer to the question "what is niche marketing", it’s an efficient and cost effective method of selling specific products to a targeted market.

Liz Canham has done a lot of research into niche marketing so for more examples of a niche market and help with choosing one, visit Liz’s website, Liz-e-Biz.com.

Publish this article: What is Niche Marketing?

This article might be a bit different than you’ve come to expect from a webmaster-related article. The reason is that, in my opinion, it is a facet of the internet many people don’t really think about. And that is communication. But, by communication I mean more than just talking or writing. Read on… What is Communication? Communication is defined simply as the transferring of an idea or concept from one point to another with full duplication on the receiving side.

This last component is one often forgotten. So, a full one-way communication would be Fred has an idea about a widget. He propels that idea across space to Ted. Ted receives the communication, understands it, and has full duplication on his end of the exact concept Fred was thinking about that widget. Now, a full two-way communication would be the above process, but with the addendum that Ted thereby acknowledge Fred for his communication, sending the acknowledgement across space to Fred, at which point Fred receives the acknowledgement and fully duplicates and understands the acknowledgement. Fred would then thank Ted for this acknowledgement. So, what we have here is an interchange of ideas with full understanding on both sides, as well as the full understanding on both sides that their communication(s) is/are being received.

Why Do I Bring This Up? Good question. The above communication formula applies to everything. Interpersonal relations, business, family, etc. However, we are in the business of websites.

A website, by its very nature, is a communication medium. If your site does not properly observe this communication formula, you may be spinning your wheels posting and emailing your visitors/customers and they might still not really be receiving your communication. And, again, I emphasize that receipt. When you email a customer, I am not referring to whether that email arrives in their inbox. No, I am referring to whether that person fully duplicated your communication and got the exact point you were trying to make.

Have you ever written an article which, to you, makes sense, but others seem to not be able to grasp?

Have you written sales copy that generated little to no sales?

Have you dealt with a client which, no matter how hard you try, just doesn’t seem to "get it"?

If anything like this is out, then your communication formula is out. For one reason or the other, they are not getting the same understanding you are. How Does This Apply? It’s far easier to observe proper communication in person than over the internet. First, when the person is right in front of you, you get immediate feedback as to whether they are understanding you. On the internet, if someone doesn’t understand your writing, they will just leave and you’ll never know. In fact, on the internet, if the communication is out in any way, you’ll probably just lose the visitor. And the nature of the medium is that you won’t know. But, how can you do your part to enforce a proper communication formula on your website?

Let’s look at that:

1. Definitions of Words. Words are part and parcel of the language. But, if someone does not understand the words you are using, the language will not communicate to them. In fact, as human nature has it, when a person is reading something they don’t understand, they will first forget they read it, second they will individuate from it. Ultimately, they will just leave and not come back. So, it is in your interest to use words that your visitors will understand. Do not use big, fancy words just for the sake of looking learned. It doesn’t work. Also, if your site discusses topics which are technical in nature, do your best to describe things in an easy-to-follow way. Lastly, it is my opinion that every site which is an instructional type of site should include a glossary. Maintain a glossary of commonly misunderstood terms and, in your content, hyperlink those words to the definition. You could even use ALT tags or DIV layers to make the definition pop up when you hover over the word. However you choose to employ it, making sure your writing communicates to your reader is in your interest. And this starts with using words they understand.

2. Acknowledge Your Visitors. As discussed above, acknowledgement is half of the communication cycle. So, when your visitors send you an email, acknowledge it. If you do not, your visitor will think you are ignoring them and they may become upset. I don’t intend to make your visitor seem like a child there, but it is true. Visitors who are in good communication with a website are more likely to remember that website. Their like for the site will increase and they will have a higher level of agreement with the people behind it. That is good for you. On the other hand, if you ignore them and do not reply to their messages, then the communication really doesn’t exist. Therefore, they will write you off. So, organize your site’s email lines so that emails are replied to. At the least, set up an auto responder to let them know their message was received. Ideally, though, you will send them an actual reply.

3. When needed, enforce acknowledgement. Sometimes, a visitor will initiate a transaction of some variety and then abandon it. For example, they may sign up for your mailing list but fail to confirm their subscription. Well, the communication formula is out. They never acknowledged the confirmation email. Maybe it never arrived. Maybe they forgot. Regardless, you need to repeat the question. Just as you would in real life if somebody does not answer your question, you repeat until you get an answer. In our example, you may send them a series of reminders (enabled via cron) until they confirm their subscription. After a few tries, you can write them off.

4. Design to Communicate. The design of your website needs to lend itself to the message you are trying to communicate. Badly designed, a site’s design can impede the message. It would be like trying to communicate to someone over the loud noise of a jet engine. In this case, you may be talking fine, but you need to handle the environment around you to make your communication arrive. Stop the jet engine or go somewhere else where you can get your message across. Online, your site is the medium. Your content can be well-written and the words defined, but if the site is a chore to use, then your site becomes the din that will keep the message from arriving in the mind of the reader. I will reserve design theories for another article, but pay attention to things like:

(1) cross-browser compatibility,

(2) your main message being very apparent when the user arrives to your homepage,

(3) functional layout. On #2, do not overcrowd the page with so much information that the user doesn’t know where to focus.

5. Allow Others to Communicate. Communication is the engine which powers life. It is what makes the world go round. This is the reason why interactive elements on a website make the site more sticky and more trafficked. People love to communicate. So, set up online forums, interactive quizzes, anything that will invite feedback and participation on the part of your visitor. Your site does not need to be a one-way flow from you to them. In fact, a successful website will actively get the return flow from them to the site. 6. Speak to Their Reality. This could take an article in and of itself, but I will give it a brief mention here. Even observing all of the above, you have the simple fact that everybody has a certain way of looking at things. And everybody thinks their way of looking at the world is right. In fact, they KNOW they are right. If you are communicating to them assuming things that are not part of their reality, then the communication will not arrive to them. A person has to be receptive to your communication. An example would be trying to explain the health benefits of meat to a member of PETA. So, in any situation, you need to find what the reality of your target audience is and then tailor your communication to THAT reality in order for your communication to really arrive. This is where inviting visitor feedback comes into play.

Keep a running record of feedback to see what their reality is. Do surveys. Find out what their experience is and speak to that. By doing this and observing the proper communication formula, you WILL be the authority for them in your field. Look at Oprah. She is very wealthy, so much so that most other people cannot really identify with that kind of wealth. But, Oprah is out there, talking to everyone. And she positions herself in such a way where people identify with her. She doesn’t put up a front. She is REAL to people. She speaks to their reality. And she is very successful because of it. Wrap It Up I have touched on some things in this article which I can easily expand upon at a later date. And I probably will. But, this will get you started. Judge the communication to and from your website and see how it measures up. Any successful website cannot sit there on the internet as it’s own little island. It has to communicate and communicate in a big way. It has to serve as that 6 lane highway with traffic going in both directions. Make your site do this and you’ll be on your way.

About the author: David Risley is a web developer and founder of PC Media, Inc. Specializes in PHP/MySQL development, consulting and internet business management. He is also the founder of PC Mechanic.

Publish this article: Really Communicate To Your Website Visitors

One of the most difficult tasks, having developed your website is to promote it on the search engines and achieve first page rankings. This is after all where we, as web site owners want to be, especially if you are selling products or promoting your services. Anything after the third page is generally useless for attracting visitors and potential customers. So how can you achieve this first page ranking on the major search engines? I will assume that you have good content and update this at least on a weekly basis as this attracts the search engine spiders to regularly visit your site.

However content alone will not see you leap through the rankings. What will encourage this movement on all the search engines are backward links. You will have undoubtedly read of the many ways of getting links to your website, from reciprocal links to one way links, and that the latest information out of Google suggests that buying links may result in a penalty and in being demoted in the rankings. So how do you, as a busy person running your own business and attempting to promote your own website do it? You could as people suggest e-mail a variety of webmasters whose sites are related to yours asking them to link to you.

This is very time consuming and yields little result. Reciprocal linking is easier but still time consuming and the links seem to be of little value now so again the time spent on this may not be a useful and productive way of using your time. Directories are again relatively easy if time consuming and many of them now require a payment for a link in their directory. If you are planning on registering with as many directories as possible then this can ultimately turn out to be an expensive enterprise.

This is OK if you have a big budget but most of us work on very tight budgets. It is also being suggested that the value of directory links is being downgraded so again it may not be the most valuable use of your time. That leaves one avenue, that of writing and publishing articles. You are presumably an expert in your field so writing about different aspects related to your website should not be difficult. The very first article is difficult and takes up a lot of time but subsequent ones become easier and easier to write.

You will surprise yourself as to what you can actually write about. How valuable these articles are I can only relate from my own experience. Three months ago I started writing articles and have averaged ten per month ever since.

When I first started my web site had 12 links registered on Google, 36 on MSN, 8 on Yahoo and none on Teoma and was languishing on pages seven and eight. Three months down the line and 30 articles later the site is on the first page of these three search engines for at least six of my keywords and the links have increased as follows; Google 54, Yahoo 616, MSN 2056, and Teoma 606. When these links are investigated over 90% of them are from these articles which have been picked up by ezines, weblogs and used as content on other peoples sites. It is a constant source of surprise and enjoyment looking to see where they end up!

Getting excellent link backs to your website is not the only benefit you get from the articles because they also encourage visitors to your site, and every visitor is a potential customer.

About the author: David Andrew Smith operates a cleaning services company, http://www.wesparkle.co.uk, which operates throughout the UK.

Publish this article: Obtaining Links For Your Website

Marketing online has become fiercely competitive. Marketers are attempting to unravel and decipher online marketing to succeed. Some argue that there should not be a distinction between traditional (off-line) marketing and online marketing. Others feel that concepts applied to mail order work well on the web, while still others argue that online marketing is a breed of its own and what works in one arena may not work in another. While some standard practices like "above" the fold, hold true in both print and online copy, it is rare that you see the printed type face on the web the same as in printed advertisements. Regardless there are traditional forms of advertising that are viable and make sense to use on the web but many marketers do not.

These undervalued marketing opportunities are not the end-all be-all but are great supplemental channels, that compliment strong online marketing campaigns.

Buyers Guides

Many print magazines offer free listings in buyers guides. Buyers guides typically have a long shelf life and are viewed as a product resource, meaning it is one of the first places consumers look when wanting to purchase an item. Often magazines will include product reviews or sponsored placement in a buyers guide. Typically the standard listing is free, but optionally vendors can increase their exposure by adding listings in additional categories for a nominal fee. Regardless the free listings are a great value and worth pursuing.

Product Reviews

The impartial overview from a credible source can spark product interest. A third party independent review of your product or service is seen as a vote of confidence. Invite publishers or even bloggers to review your product or service.

When requesting a review, it is proper net etiquette to always provide the reviewer an evaluation product free of charge. After the review, be sure to thank the reviewer and if appropriate, link to the completed review.

Forums/Volunteering in Communities

Offering your time and expertise will establish expertise and knowledge in a specific industry. Participants who participate in forums have a genuine interest and are a great target audience. Posting helpful information rather than blatant product advertisements will enhance an image.

Article Syndication

Writing quality informative and educational articles will also establish expertise. Articles also educate users about related product or service. Generally educated users require less technical help and are an easier sale because they understand how the people or service will help them.

RSS Feeds

Provide content in an RSS feed. While RSS is becoming very popular there are still a number of industries and sectors where very little content is available via RSS feeds. Placing quality content in an RSS feed and being "early to market" will help your company shine.

When small businesses compete with big businesses there are a number of areas in which they can compete effectively. As more businesses turn to the web as an advertising model, it is important that marketers and businesses define themselves by giving themselves every opportunity to be found. Utilizing undervalued marketing opportunities will separate online successes from failures.

About the Author:

Sharon Housley manages marketing for FeedForAll http://www.feedforall.com software for creating, editing, publishing RSS feeds and podcasts. In addition Sharon manages marketing for FeedForDev http://www.feedfordev.com an RSS component for developers.

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Publish this article: Alternative Marketing Strategies

Sure, you’re looking to get as much bang for your buck from the holiday PPC traffic as possible, and who could blame you? Just make sure that the "bang" you hear is that of the cash register drawer slamming shut, and not your hand slamming against your forehead because of all the money you wasted on ineffective keywords. Holiday shoppers will click on anything that even remotely looks interesting without necessarily having any intent of buying once they get to the site. This means if you have hot Holiday keywords, but your sales copy doesn’t convert well, you could end up going broke depending upon the cost per click of your holiday key words. That’s why it is so important to hone your keywords so they match exactly what it is you are selling.

Let’s say that you sell holiday gift baskets that contain bath oils and lotions. If you choose "holiday gift baskets", you would get hammered by every person who is looking for a fruit basket, sausage and cheese basket, and any other kind of gift basket you can imagine. Unless your price point is so good, and your sales copy is so compelling that it can convince Aunt Agnes that Uncle Bernie would rather have a basket full of lotions instead of deer meat jerky, then you have a problem and your PPC costs are going to be through the roof. Here’s a good strategy to follow during the holidays when PPC traffic goes through the roof. Watch your click-through and sales conversion rates carefully. for each keyword.

If you are getting a high number of clicks, and a low number of sales, drop that keyword. Remember, the goal here is to make a lot of sales, not draw a lot of wasted traffic. Choose keywords which reflect the needs of the holiday shopper. If you are currently advertising "jewelery" try "jewelry gifts" or "teen gift ideas" if you sell products for that age group. The idea is to associate your product with the traditional gift-giving holidays. If you have added seasonal items to your product line then remember to update your campaigns to include these new products. If you have dropped inventory, or are out of stock, remember to pause those campaigns. It doesn’t make any sense to pay for traffic if you can’t deliver the product. The most best tip of all is to find competitive "niche" keyword phrases that have a high demand and low competition.

With some diligence you should be able to uncover keywords which are capable of generating good traffic but, because the "big boys" haven’t discovered them, the bid prices are still affordable. The best way to accomplish this is to work down your list of current keywords, find synonyms, and then determine how much traffic each of these words generate. It may be a lot of work, but, with a little bit of luck, it will lower your PPC costs and drive better targeted holiday traffic to your site. If it’s too close to the holiday season, and you don’t have time for the "lot of work" and the "little bit of luck" method, then you should consider getting your hands on a copy of Keyword Locator, the amazing PPC Keyword mining software program that eliminates both the hard work as well as the need for luck. In fact, it pays for itself the first time you use it.

About the author: Visit Keyword Locator to learn more about this gift to yourself that keeps on giving by finding profitable keywords all year long. Keyword Locator

Publish this article: Do Not Let The Wrong Google Adword Keywords Take You Broke During The Holidays