#Japan #Tokyo #Hotlink #SNS Strategies #Community Marketing

Hotlink's Groundbreaking Book on Community Marketing

Hotlink, a Tokyo-based company specializing in SNS marketing support, will release "Community Marketing: Riding on the Shoulders of Giants" on December 20, 2023, through Nikkei BP. This book, authored by Hiroki Matsuoka, the head of Hotlink's consulting division, aims to provide practical marketing strategies that leverage existing online communities to enhance business results, such as increased sales and brand recognition.

Understanding the Book

This publication offers an in-depth look into how companies can utilize pre-existing, vibrant communities on social media instead of solely building their own from scratch. Matsuoka advocates for a paradigm shift in community marketing, suggesting that brands can achieve success by engaging with current community dynamics rather than trying to create a fan base from the ground up.

Matsuoka's approach involves categorizing communities based on the intensity of "time" and "relationships." He introduces three perspectives - the Private Graph, Social Graph, and Interest Graph - to help businesses identify where they can resonate most effectively. As users navigate various communities in their daily lives, understanding community characteristics can guide companies to penetrate the right network and capitalize on its strengths.

The book also discusses practical methods and case studies where user-generated content (UGC) significantly contributed to business outcomes. The underlying premise is that by utilizing the existing enthusiasm of active communities, companies can cultivate effective communication and drive measurable results.

Moreover, the concept of "Riding on the Shoulders of Giants" is introduced as a strategy to optimize the journey from gaining recognition to creating UGC. This guide consolidates the methods and thought processes required for companies to identify suitable communities and engage strategically to improve their marketing efforts.

Who Should Read This Book?

• - Executives looking to revamp their marketing strategies for sustainable growth
• - Marketing managers striving to transform their brands into the top choice without direct competition
• - Anyone involved in community marketing facing challenges in delivering visible results
• - Businesses currently investing in SNS marketing but not seeing a corresponding increase in sales
• - Companies feeling the pressure of rising advertising costs and poor ROI on new customer acquisition

Book Details

• - Title: Community Marketing: Riding on the Shoulders of Giants - A New Normal in SNS Utilization with UGC and Increased Branded Searches
• - Author: Hiroki Matsuoka, Head of Consulting Division, Hotlink
• - Price: 2,200 yen (excluding tax)
• - Publisher: Nikkei BP
• - Release Date: December 20, 2023
• - Format: A5, 208 pages
• - ISBN-10: 4296209728
• - ISBN-13: 978-4296209729
• - Available in bookstores nationwide and online, including Amazon. Kindle version also in the pipeline.

Engaging with the Community

For those interested in discussing the book on social media, please use the hashtag #巨人本 (meaning "Giant Book") for interactions. Hotlink employees will engage with posts via likes and shares to foster a community dialogue around the book’s insights.

Author Background

Hiroki Matsuoka, after joining Hotlink in 2016, has played a pivotal role in developing SNS marketing strategies across various industries, including food, entertainment, and consumer goods. His expertise in promoting brands through effective social media communication makes this book a must-read for marketers striving to better leverage community dynamics.

As the Chief of the Consulting Division, Matsuoka is dedicated to solving client challenges through strategic SNS implementation aimed at driving sales success.

Future Aspirations

Hotlink remains committed to sharing insights on SNS marketing through various mediums, including writing, public speaking, and expert commentary, contributing to its mission of creating a world where people can feel "HOTTO" (comforted) through meaningful social engagements.

For more information, visit Hotlink's website.