A Wetpaint Site | TV Fandex 100

DIGITAL MEDIA ACROSS ASIA

NTT DoCoMo Case Study

NTT DoCoMo: Unsuccessful online consumer engagement in Japan

According to an Edelman report, NTT DoCoMo, a leading mobile carrier in Japan, was unsuccessful in its efforts to engage Japanese consumers online. During the launch of a new product, it attempted to engage its potential consumers through an online community, but failed miserably and had to take the site off cyberspace within 10 days of its creation. NTT DoCoMo's unsuccessful foray in Japan's social media space was blamed upon a lack of transparency. Moderators of the site refused to answer questions regarding the company’s involvement, which further infuriated users, leading to a flurry of anonymous comments. The company's experience with its Japanese consumers online stresses upon the the importance of transparency to the Japanese. Since trust and loyalty are an integral part of the Japanese culture , open conversation is important in order to engage the Japanese audience, especially in the blogosphere, and in cyberspace in general. Source: Edelman report

According to an Edelman report, NTT DoCoMo, a leading mobile carrier in Japan, was unsuccessful in its efforts to engage Japanese consumers online. During the launch of a new product, it attempted to engage its potential consumers through an online community, but failed miserably and had to take the site off cyberspace within 10 days of its creation. NTT DoCoMo's unsuccessful foray in Japan's social media space was blamed upon a lack of transparency. Moderators of the site refused to answer questions regarding the company’s involvement, which further infuriated users, leading to a flurry of anonymous comments. The company's experience with its Japanese consumers online stresses upon the the importance of transparency to the Japanese. Since trust and loyalty are an integral part of the Japanese culture , open conversation is important in order to engage the Japanese audience, especially in the blogosphere, and in cyberspace in general.

Source: Edelman report

Japan: Case Studies - Social Media and PR across Asia

Read more about Social media in Japan:

joshua.sum	Latest page update: made by joshua.sum , Nov 9 2009, 9:17 AM EST (about this update About This Update Edited by joshua.sum view changes - complete history)
	Keyword tags: Japan marketing mobile phone NTT DoCoMo social network More Info: links to this page

Threads for this page

Post a new thread

There are no threads for this page. Be the first to start a new thread.

Japan: Technology Implications	About Japan	Malaysia: Business Issues
Japanese Politicians Case Study	Amazon Case Study	Nissan Case Studies
Casio Case Study	J-Magic Inc. Case Study	Disney Case Study
japan - previous page	japan - back	Brief History of Japanese Social Media

DIGITAL MEDIA ACROSS ASIA

NTT DoCoMo Case Study

Threads for this page

Related Content