This document discusses social media engagement strategies for a Surface brand account in Japan. It outlines five principles for real engagement: reliable, polite, deep knowledge, frank, and quick/simple. Several case studies are presented to demonstrate applying these principles in practice. Metrics are shared showing how the account has grown over a year from no resources to over 25,000 tweets and a dedicated social media team. Insights reports analyzing social listening data are suggested to convince business teams of the value of social marketing. The key learnings are that real engagement comes from diving into social conversations and demonstrating value through analytical reports on those conversations.

2. Hi. I’m Akihisa
as Social lead Japan.

3. 1 year ago, one director said.
“Like”, then they like
Surface?

4. 1.What’s is real
engagement?
2.How can we
convince business
team the value of
social marketing?

5. 1.What’s real
engagement?

6. 5 Principles for real engagement.
1. Reliable.
2. Polite.
3. Deep & wide knowledge.
4. Frank.
5. Quick & Simple
Thank you
Thank you
Thank you
Thank yo….

7. I just got Surface Pro 2! Yea----h.
Surface official, you watch me?
3 days later….
Principles used
for this case.
1. Reliable.
2. Polite.
3. Deep & wide
knowledge.
4. Frank.
5. Quick & Simple
Case Study 1

8. Case Study 2
10 minutes later…
Happy Birthday.
Principles used for this case.
1. Reliable.
2. Polite.
3. Deep & wide knowledge.
4. Frank.
5. Quick & Simple

9. What ‘s real engagement?
1. Reliable.
2. Polite.
3. Deep & wide knowledge.
4. Frank.
5. Quick & Simple
Thank you
Thank you
Thank you
Thank yo….

10. 2.How can we
convince business
team the value of
social marketing?

11. Yes we live in different world.

12. 1,777
4,923
3,865
6,097
2,726
9,097
7,157
15,454
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
Design Cat. Price Cat. App Cat. Keyboard
Cat.
Acc Cat. Office Cat. Pen Cat. 艦これ
Cat.
Tweet Category
Game
1. Social Listening & Insight report.
Which value prop is tweeted for Surface?
Why consumer purchased Surface?
156
473
314
880
212
644
741
980
0
200
400
600
800
1,000
1,200
Design Cat. Price Cat. App Cat. Keyboard Cat. Acc Cat. Office Cat. Pen Cat. 艦これ Cat.
Purchase Action Analysis
Game
Tweet volume by Value prop
Purchase Action tweet volume by Value prop

13. vs iPad
1. Social Listening & Insight report.
2. Competitive Insight.
Vs Compete

14. Happy Birthday.
3. Unexpected findings.
I’m wondering to buy Surface 2 or Surface Pro 2.
Surface will be able to write a thesis and play your favorite
browser game with outdoor mobility 
@SurfaceJP I appreciated your kindly support. Everyone
replied “It’s Surface issue” without any solution.You are
Super!
Voice of Customer

15. Unexpected findings.
Manga x Surface Pen
3. Case Study.

16. Results

17. 1 year ago.
No resource.
No Budget.

18. Today.
1. Over 25,000 tweets.
2. Social Operation
Center
3. Budget.

19. And more…

20. Over 20,000 tweets of
each labeled by
customer journey steps
name with Sprinklr.

21. General
Total
Of Conversation
lead conversion retention support advocate
Posts 4,218 12,807 5,664 185 4,837 1,984 137
Engagements 23,811 10,136 4,854 131 3,280 1,669 202
Engage/Post 5.6 0.8 0.9 0.7 0.7 0.8 1.5
Engage/Total
Reach 0.02% 0.003% 0.003% 0.003% 0.003% 0.003% 0.005%
Twitter Total
Reach 114,897,598 322,100,856 152,220,328 4,875,444 108,831,467 51,871,831 4,301,786
Social conversation is generated
+40% engagements
+280% total reach
Social ConversationOne way communication
Engagement index by customer Journey

22. Learnings Summary.
1. How do you get real engagement?
A. Dive into the sea of social voice and to be loved account.
to be not only one way communication.
2.How can we convince business team the value of social
marketing?
A. Share the report evidence of conversation,
Listening report and insight report.
Social Conversation is generated adding social
engagements with love.

23. Thanks!
Akihisa Kamishiro