Engagement Marketing

Who I Am

www.facebook.com/yutaka.hara

CSV

http://blogs.itmedia.co.jp/engagement/

1995626

78,30020153

632,50020153

38520153

!!

WEB+

2011

2014

MEMBERSHIP!!

Mission

Shared Value Agency !

DY(20146)/

41.8%

!(77)

!(172)2010

2014

!!(25)

!(69)

!(157)

!!

(92)

!385

!347

29.3%49.5%

40.7%

152.9

117.7

98.4

122.8

105.7

153.8

184.3

150.5

126.6

145.6

170.7

215.4

250.6

28.9

7.9

38

37.7

37.2

28.6

58.2

8.2

5.4

20

21.2

27.5

30.5

19.9

5

10.7

14.3

18

29.4

42.6

6

6

7.4

20.2

27.9

37

11

7

13.2

15.3

16.4

14.5

17.4

15.4

12.4

8.8

6.8

14.7

11.7

68.1

46.2

103.2

108.9

93.9

68

67.6

49.3

62.8

45.7

46.4

49.8

34.6

20.6

29

30.7

28.1

21.1

15

8.2

28.9

37.3

8

21.8

18.9

9.7

80.3

135.7

128.7

90.9

58.9

39.8

23.2

161.9

187.5

105.9

53.2

45.9

21.1

0 50 100 150 200 250 300 350 400 450 500

15-19

20

30

40

50

60

15-19

20

30

40

50

60

Website 10

Blog 10

Game 22

Video 50

Search/Portal 50

SNS 78

DY10002

e-mail

0% 22.5% 45% 67.5% 90%

42%

48%

56%

57%

57%

60%

61%

61%

62%

67%

68%

69%

84%

2013Global Trust in Advertising, Nielsen

Engagement Survey

16%$

41%$18%$

14%$

11%$

2015Engagement Survey(n=576), Members

,"57.5%"

,"42.5%"

82.5%&

42.3%&

28.1%&

13.9%&

3.0%&

Q6#

2015Engagement Survey(n=576), Members

15%

50%

24%

11%

Q11#n=576

2015Engagement Survey(n=576), Members

63%$

19%$

8%$13%$

5%$15.3%$

29%$

68%$

60%$46%$

68%$ 50.3%$

8%$12%$

25%$

28%$

24%$

23.8%$

0%$ 1%$7%$

13%$

3%$10.6%$

0%$

50%$

100%$

2015Engagement Survey(n=576), Members

27%$

8%$ 7%$ 4%$ 0%$6.9%$

48%$

47%$

28%$ 33%$ 38%$

36.3%$

15%$

29%$

43%$

26%$35%$

32.1%$

8%$10%$ 18%$

30%$22%$ 15.3%$

2%$ 6%$ 3%$ 7%$ 5%$ 9.4%$

0%$

50%$

100%$

2015Engagement Survey(n=576), Members

9%

30%

29%

32%

&

2015Engagement Survey(n=576), Members

2015Engagement Survey(n=576), Members

25.4%&

11.8%&

36.1%&

23.1%&

12.4%&

12.4%&

35.5%&

3.0%&

Q18$

Marketing 3.0

Marketing 1.0 Marketing 2.0 Marketing 3.0

one-to-many!one to one!

many-to-many!

J.Stengel GROW !" !- - - - -

Creating Shared Value

CSR Corporate Social Responsibility

CSV Creating Shared Value

CSR

Engagement

Engagement

"Being Involved With Somebody/Something in an attempt to understand them/it " /(Oxford Advanced Learner's Dictionary, 6th edition )

"Engagement is turning on a prospect to a brand idea enhanced by the surrounding context. !

20064

Engagement

wikipedia

Engagement Marketing

One to One

paid media Database owned media

GRP NPS GSE(Gross Social Engagements:NPS

Web

e-mail

+

WEB

WEB

WEB=EMC(Engagement Marketing Center)

The Power of Engagement

The Power of Engagement

1.

2.

3.

4.

5.

6.

2,116

2,667

2014 2013

Facebook

926,190

1,556,000

2014 2013

Facebook

17,585

26,730

2014 2013

26% 68% 52%

1.

2.

3.

4.

5.

6./Not

7.

8.

9./

10.

Engagement Marketing 10

Muji 0.3 Muji 3.0

(B) to C (B) with C

/EC

400

-

https://www.youtube.com/watch?v=PCvjbq8eQa0

https://www.youtube.com/user/americanexpressOPEN

Twitter

https://brightfuture.unilever.com/

https://www.youtube.com/watch?v=-8aXwHl3OGA&feature=youtu.be

Top

30.00$

35.00$

40.00$

45.00$

50.00$

55.00$

60.00$

65.00$

70.00$

30.00$ 35.00$ 40.00$ 45.00$ 50.00$ 55.00$ 60.00$ 65.00$ 70.00$

2020

https://www.facebook.com/video.php?v=727552557361691&set=vb.167387470044872&type=2&theater

Engagement First !