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