Adways Session 2.Twitter as a marketing partner for the development of Japanese game market: case and key for success
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Adways ??? ??? ?? ??? ??? 2015 ??? ?? ?? ??.- Twitter, Sr.Accountant Manager Mihoo Kim
Adways Session 2.Twitter as a marketing partner for the development of Japanese game market: case and key for success
- 1. June 4, 2015 @Mihoo Twitter as a marketing partner for Japanese game market
- 2. ?? ??? ???
- 3. @TwitterAdsJP | Con?dential 2.88? Monthly Active User ??? 2.11? Monthly Active User ??? 5? Tweet per Day ?? Twitter internal 2015 THE SOURCE ??? ???
- 4. ??? ??? ?? ??? 2??? ? ??? ?? ??
- 5. ÄÐ ÐÔÄê´ú„e ѧÉú »áÉç†T ¥Ñ©`¥È?¥¢¥ë¥Ð¥¤¥È ŒŸ˜IÖ÷‹D(Ö÷·ò) ×ÔÓɘI?×Ô†Ó˜I Ÿoš ¹«„Õ†T ½U†ÓÕß?ÒÛ†T ¤½¤ÎËû 4% 1% 2% 5% 7% 9% 12% 25% 35% š˜I 15-20 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-65 0% 5% 10% 15% 20% 25% 1% 1% 2% 3% 4% 4% 5% 6% 12% 12% 1% 2% 3% 3% 5% 6% 5% 7% 9% 10% ÄÐÐÔ Å®ÐÔ 48%52% (šr) ??/?? ?? ?? (???) Male Female Student Business Person Part-timer Homemaker/ Househusband Self Employed Unemployed Other Government Employee Business Manager Source: Twitter Users Actual Condition Survey w/ Macromill Inc., n=10,000 (Nov 2014) ?? ??? ??? ?? ??, ??? ???? ??, 15~29 ???? ?? ??? ? 60% ??? ???? ?? ?? ???? ???? ??? ?? ???? ??? ????? ???? ??? ???? ??? ??
- 6. ???? ???? ???? ?? ?? ???? ???? ??? 21??25?/? Twitter.com LINE Facebook Yahoo mixi 0 0.3 2.3% 4.2% 4.7% 11.1% 25.7% 85% No.1 ?? Source | Nielsen Mobile NetView 2015Äê1Ô¥ǩ`¥¿: Twitter.com£¨Brand£© / Android+iOS / ¥¢¥×¥ê¥±©`¥·¥ç¥óº¬¤á¤ë ¡£¤³¤³¤ÇÑÔ¤¦¡¸Ñ§Éú¡¹¤Ï¡¢18-29šr¤ÎÄêýhŒÓ¤ÎÖФ«¤é¡¢Âš˜I¤ò¡¸Ñ§?Éú¡¹¤È»Ø´ð¤·¤¿?Èˤò¶¨Áx ¡ù1 Twitter¤Ë¤Æ¶À×Ô¤Ëßx’k¤·¤¿¡¢¥¹¥Þ©`¥È¥Õ¥©¥ó¤Çîl·±¤ËÀûÓ䵤ì¤ë¥µ©`¥Ó¥¹£¨Brand£©ÄڤǤΥé¥ó¥¥ó¥° ¡ù2 •régÕ¼ÓÐÂÊ(%)£ºÈ«Brand¤Î¾tÔL†–•rég¤ËÕ¼¤á¤ë¸÷Brand¤Î¾tÔL†–•rég 25.7% 2.3% ? 1?? ??? ?? ???????? ???? ??????? ??? ? ??? ??? ??? SNS Service B Portal service C Video Service D Messenger Service A
- 7. 10??55?/?79% No.1 20? ?? Source | Nielsen Mobile NetView 2015Äê1Ô¥ǩ`¥¿: Twitter.com£¨Brand£© / Android+iOS / ¥¢¥×¥ê¥±©`¥·¥ç¥óº¬¤á¤ë ¡£¤³¤³¤ÇÑÔ¤¦¡¸ÈôÄêÉç»áÈË¡¹¤Ï¡¢18?29šr¤ÎÄêýhŒÓ¤ÎÖФ«¤é¡¢Âš˜I¤ò¡¸¥Õ¥ë¥¿¥¤¥à£¨ßL¤Ë30•régÒÔÉÏ£©¤ÎÇÚ„Õ¡¹¤È»Ø´ð¤·¤¿Èˤò¶¨Áx ¡ù1 Twitter¤Ë¤Æ¶À×Ô¤Ëßx’k¤·¤¿¡¢¥¹¥Þ©`¥È¥Õ¥©¥ó¤Çîl·±¤ËÀûÓ䵤ì¤ë¥µ©`¥Ó¥¹£¨Brand£©ÄڤǤΥé¥ó¥¥ó¥° ¡ù2 •régÕ¼ÓÐÂÊ(%)£ºÈ«Brand¤Î¾tÔL†–•rég¤ËÕ¼¤á¤ë¸÷Brand¤Î¾tÔL†–•rég Twitter.com LINE Facebook Yahoo YouTube 0 0.16 2.2% 6.3% 9.1% 10.9% 14.9%14.9% ? 1?? ??? ?? ???????? ???? ??????? ??? ? ??? ??? ??? SNS Service B Portal service C Video Service D Messenger Service A ?? 20? ??? ?????? ?? ???? ???? ?? ???
- 8. #TwitterGamers ??? ????? ?? ??? ?????? ??? ??? ?? ??
- 9. #APEXPMM#PlaywithTwitter ?? ??? ??? ?? ? ???????
- 10. #PlaywithTwitter ??? ??? ?? ??
- 12. ???? ?? ??? ?, ????, ?? ? ??? ??? ??? Source: Nielsen Clickstream 2014 Mar. TwitterÀûÓÃÕߤΤ¦¤Á¡¢Android¥æ©`¥¶©`¤Î¥¢¥×¥ê¼ÚƒP¥í¥°¤òÔª¤Ë¼¯Ó‹ 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am #PlaywithTwitter
- 13. #PlaywithTwitter ????? ???? ??? ?? ?????, ?? ??? ?? ??? ?? ? ????
- 14. ???? ??? ??? ?? ???? ???? #PlaywithTwitter ?? ????? ?? ??? ?? ==>
- 15. ????? ?? ??? ?? ??? ?? ???? ????? ?? ??? ?? ?? ???? ????? ?? ??? ?? ???? ????? ??? 44 16 % % Source: #TwitterGamers survey. 2014Äê6ÔÂ, Macromill
- 16. #APEXPMM#PlaywithTwitter ???? ????? ???? ?? ??? 3?
- 18. #PlaywithTwitter ??? ??? Source: Twitter Internal. 12am 12am 12am 12am 12am 12am 12am ???? ?? ???? ??? ??? ???
- 19. #PlaywithTwitter ?? ??? ?? ????? ?? ???? ??
- 20. #PlaywithTwitter ?? ?? ??? ?? ?? ?? ??? ?? ????
- 21. #PlaywithTwitter ?? ?? ??? Gacha ??? ?? ??
- 22. ?????? ????? ?? ??? ??? ?? ????, ???? ???? #PlaywithTwitter
- 24. ??? - ??? ?? ??? ???? ? ? ???? ?? #PlaywithTwitter
- 25. 4?? 3?? ???? ???? ?? ?? ??? ?? ???? #PlaywithTwitter Source: #TwitterGamers survey. 2014Äê6ÔÂ, Macromill
- 26. ?? ???? ?? ???? ???? ??? ??? Source: Twitter Internal. 2014Äê5Ô¤Υĥ¤©`¥ÈÊý¤ò¼¯Ó‹¡£ÕýʽÃû³Æ¤Ë¼Ó¤¨¡¢ ¥¹¥¿¥Ð ¡¢ Åž¤³¤ì ¡¢ ¥Ñ¥º¥É¥é ¤òº¬¤á¤Æ¼¯Ó‹¡£ Åžê ¤³¤ì¤¯¤·¤ç¤ó 1,930,000 (Kantai Collection) Tweets/month 2,970,000 ¥Ñ¥º¥ë£¦¥É¥é¥´¥ó¥º (Puzzle & Dragon) Tweets/month Tweets/month Starbucks 1,040,000 ¡ù Japanese brand account? with most followers
- 27. #PlaywithTwitter ?? ??? ?? ????? ?? ??? ?????.
- 28. #PlaywithTwitter ?? ???? ??? ?? ???? ?????? ?????
- 29. #PlaywithTwitter ?? ? ??? ???? ??? ????? ??????
- 30. ???? ?? ???? ??? ?? ?? ??? ???? ???? ? ?? ??????
- 32. ???? ????? ?? ???? ?? ?? ??? ??? ???? ????
- 33. ?? ??? ?? ?? ???? ???? ??? Source: #TwitterGamers survey. 2014Äê6ÔÂ, Macromill ?? ?? ??? ?? ??? 77% #PlaywithTwitter
- 34. ?? ???? ?? ?? ?? ?? ??? ???? #PlaywithTwitter
- 35. #PlaywithTwitter ¡°Brave Frontier¡± ? ?? ???? ?? ¡°?? ???? ??? ??? ????¡±
- 36. #PlaywithTwitter
- 38. 302 ??/? 1? ?? ??? Puzzle & Dragon ?? Source: Crimson Hexagon ForSight 7/1-8/31 #PlaywithTwitter
- 39. Source: Crimson Hexagon ForSight 7/1-8/31 RT? ?? ??? ???? RT?? ???? I love Puzzle&Dragon Puzzle&Dragon ?? ??? ?? ?? ?? ??? ?? ??? (Tweets in a month from 100 Puzzle & Dragon accounts) 607 469 345 153 138 119 ?? ?? ??? ??? ????? ??? ???? ?? ???? ¡®Puzzle & Dragon¡¯ ?? ?? #PlaywithTwitter
- 40. #PlaywithTwitter ?? ?? ??? ??? ????? ??? ???? ?? ????
- 41. Source: #TwitterGamers survey. 2014Äê6ÔÂ, Macromill #PlaywithTwitter ???? ??? ?? ?? 89% ?? ??? ??? ?? ??? ?? 77% 72% ?? ??? ?? ?? ?? ?? ??? ??? ?? ?? ???? ?? ?? ? ?? ??
- 42. 30% ? ?? ???? ?? ?? ?? ?? ?? Source: #TwitterGamers survey. 2014Äê6ÔÂ, Macromill #PlaywithTwitter
- 43. 1?? ?? ?? ???? 60% ?? ?? ?? ?? Source: #TwitterGamers survey. 2014Äê6ÔÂ, Macromill #PlaywithTwitter Note: ÖØÕn½ð¥æ©`¥¶©`: 1¥öÔ¤Ë1ÍòƒÒÒÔÉϤÎÕn½ð
- 44. #PlaywithTwitter Interactivity? ?????? Anonymity ??? SPEED ??? ???? ?? ??? ??? ???? ??????
- 45. ???? ?? ?? ????? ?? ?? ?? ?? ???? ?? ??? ??? ???? ??????
- 46. #APEXPMM#PlaywithTwitter ?? ???? ?? ?? ??? ???
- 47. ?? ???? ??? ??? ??? #PlaywithTwitter
- 48. #PlaywithTwitter Gacha (??) ?? ?? April July October January April July October January April July 2012 2013 2014 1.3-1.5?? ??/?
- 49. #PlaywithTwitter ?? ???? ???? ???? ???? ??? ¥¹©`¥Ñ©`¥ì¥¢ Õn½ð ¥Ï¥¤¥¹¥³¥¢ Ò™ÐÑ ¥³¥ó¥Ü ħ·¨Ê¯ ¥ì¥Ù¥ë ¥â¥ó¥¹¥¿©` ¥Ü¥¹¥¥ã¥é Super Rare Combo Monster Boss Level Stone High score Illusion Purchase
- 50. ?? ?? ????? ??? ??? ?? ?????? ???? #PlaywithTwitter
- 51. ??? ????? ?? 57% 43% 43 % 43% 57% 57 % ?? ???? ?? ????? ?? ? ????? ?? ??? ????? ????? ? ?? ?? ??? ? ?? ?? Source: #TwitterGamers survey. 2014Äê6ÔÂ, Macromill #PlaywithTwitter
- 52. ??? ?? ??? ?? ?? #PlaywithTwitter
- 53. ?? ??? ????? ??? ?? #PlaywithTwitter
- 54. ???? ? ?????? ???? ?? ??? ?? #PlaywithTwitter
- 55. ??? ??? ??, ??? ??? ????? ?? ???? ??? #PlaywithTwitter
- 56. ????? ??? ??? ??? ? ?? ?? #PlaywithTwitter
- 57. #PlaywithTwitter 38% 62% 62% ?? ??? 3? ? 2?? ??? ??? ???? ??? ?????? Source: #TwitterGamers survey. 2014Äê6ÔÂ, Macromill
- 58. ?? ?? ????? ? ?? ??? ??? ? ???? ??? ?????? Source: #TwitterGamers survey. 2014Äê6ÔÂ, Macromill #PlaywithTwitter ? ? ?? ???? ?? ?? 5,000?/? ?? ???? ?? ?? 1% 2% 3% 6% ?? ?? ??? ? ?? ????
- 59. 56% 44% 44%?? ??? ????? ??? ? ?? ?? Source: #TwitterGamers survey. 2014Äê6ÔÂ, Macromill #PlaywithTwitter
- 60. #PlaywithTwitter ?? ??? ??? ???, ? ????? ????? SEGA? ??? ??? ?? ??? ???? SEGA ?? ?? ??
- 61. #TwitterGamers ???? ???? ?? ???? ??? ???? ??? ??? ?????? ??? ?? ???? ??? ???, ??? ???? ?????? ????? ?? ??? ?? ?????, ?? ??? ?? ? ?? ? ???? ?? ?? ==> ? ?? ??? ? ??? #PlaywithTwitter
- 62. 62 ??? ? ???? ??? ???? ? ?? ?? ?? CPAC(Cost per App Click) ???? ? ???, ?? ?? ?? ?? ¡ùiOS??? ?? ??? ???? ?? ?? ? ?? ?? ?? ?????? ???? Home Clash of Clans @ClashofClans ???? iOS ???? 1? ??, ??? ? ? ??! ?? ?? ???! Clash of Clans ?? ???? ? TwoDots 4.5/5.0 stars - 5,438 ratings Install Sarah Lindberg @sarahe About to get on a 6 hour ?ight with no movie and forgot my books. I¡¯m going to be so #bored #fail
- 65. ??? ?? ?? ?? (??) ? ?? ?? CPC CPI ??? ?? $30,000+ $0.15-0.30 $2.50-4.00 ???? ?? $20,000+ $0.25-0.40 $8-10.00 ???? ? $30,000+ $0.15-0.30 $2.50-4.00