Edelman and Technorati Announce New PR Study of Japanese Bloggers; Japanese Bloggers Shows Most are Communicating about Companies, but Companies Not Nommunicating With Most of Them.Tokyo, Japan, Aug 30, 2006 - (JCN JCN Japan Corporate News JCN Journal of Cognitive Neuroscience JCN Journal of Cardiovascular Nursing JCN Journal of Christian Nursing JCN Job Control Number JCN Journal of Child Neurology JCN joint communications network (US DoD) Newswire) - Edelman (www.edelman.jp), Japan's fastest-growing international PR consultancy, today announced the results of a new PR study of 213 Japanese bloggers that the agency recently conducted with Technorati Japan (www.technorati.jp), the leading authority on the Japanese blogosphere The total universe of blogs. See blog. . The primary purpose of the study was to discover how Japan's bloggers communicate with companies and write about their products, with a view to determining general blogger PR preferences for corporate and product communications. Targeted Dialogue Should Supplement Mass Monologue monologue, an extended speech by one person only. Strindberg's one-act play The Stronger, spoken entirely by one person, is an extreme example of monologue. -- 84.5% blog or have blogged about companies (industry, services, products) -- 55.4% say they have never been contacted by companies or their representatives -- 70.4% and 62.9% say that the corporate website and corporate news release, respectively, are trustworthy sources of information about a company Reasons for blogging Seventy percent (70%) of the respondents In the context of marketing research, a representative sample drawn from a larger population of people from whom information is collected and used to develop or confirm marketing strategy. said that among the reasons they blog is 'to create a record of their thoughts;' 63.8% said that they blog 'to create a record of the information that I have gained;' and, 58.7% said that they blog 'to share information I have gained with others' (multiple reasons for blogging were allowed). A cross-cultural difference? Just 4.7% of the Japanese bloggers surveyed said that the primary reason they blog is to 'raise visibility as an authority in my field, whereas 33.9% stated in a similar Edelman/Technorati American-based study of English language English language, member of the West Germanic group of the Germanic subfamily of the Indo-European family of languages (see Germanic languages). Spoken by about 470 million people throughout the world, English is the official language of about 45 nations. bloggers last year that this is their primary reason for blogging -- seemingly seem·ing adj. Apparent; ostensible. n. Outward appearance; semblance. seem  ing·ly adv. a significant
cross-cultural difference (note: Japanese respondents had more options
from which to choose on the survey compared to English-speaking
respondents).Most bloggers are communicating about companies and their products -- A total of 84.5% said that they blog about companies (their industry, service, products), with 49.3% doing so at least once a week (with 14.6% saying 'daily or almost daily'). -- but companies not communicating with most bloggers In answer to the question: "How often are you contacted by companies or their communications representatives?," a majority - 55.4% - said 'never.' Yet company communication is trusted in Japan -- When asked "When you want to know about products, how trustworthy are [these] sources of information?", 70.4% of Japanese bloggers said that the 'corporate website' is trustworthy or very trustworthy, while 62.9% indicated that they find the 'corporate news release' trustworthy or very trustworthy. Last year's similar Edelman/Technorati American-based study indicated that only 26.2% of English language bloggers found the corporate website trustworthy or very trustworthy, with a mere 4.9% saying the same thing about news releases. "What these results show is that while Japanese bloggers are communicating about companies or products all the time, companies are not communicating with them enough, even though conventional methods of corporate communications Corporate communications is the process of facilitating information and knowledge exchanges with internal and key external groups and individuals that have a direct relationship with an enterprise. are still more trusted in Japan compared to America," says Edelman North Asia North Asia or Northern Asia is a subregion of Asia. The most common definition of the term is;
Targeting is key "The important thing is targeting," says Technorati Japan Marketing Manager Fumi Yamazaki. "Because bloggers have different attitudes depending on what company or product or product category they are talking about, we are trying to reach out to the bloggers, understand what they want and provide the means for the companies and bloggers to both be satisfied with what we provide." Premium placed on accuracy The survey shows that Japanese bloggers are committed to posting accurate information and are eager to correct mistakes in previous posts, which augers well for the future credibility of blogs in Japan as trusted sources of information about a company or its products. When asked (with multiple responses allowed) "If one of your previous posts contains information that is factually incorrect about a product or company, how do you correct it?," 42.3% said 'strikethrough the error and insert correct information;' 39% said 'leave the error but append To add to the end of an existing structure. a correction;' 29.6% said 'create a new post containing the correct information; 20.2% said 'remove the post' and 11.7% said 'leave the post and rely on open comments to make the correction.' Only 2.3% said 'leave the post as-is.' About the Edelman Japan/Technorati Japan PR Study of Japanese Bloggers The Edelman Japan/Technorati Japan PR Study of Bloggers was designed to identify the opinions and attitudes of Japanese bloggers as they relate to communicating with companies and products. The study was conducted/hosted by Technorati Japan from April-May 2006 (respondents voluntarily clicked a link to take the online survey, which was posted at www.technorati.jp). 213 Japanese respondents completed the survey, which was exclusively in the Japanese language Japanese language Language spoken by about 125 million people on the islands of Japan, including the Ryukyus. The only other language of the Japanese archipelago is Ainu (see Ainu), now spoken by only a handful of people on Hokkaido, though once much more widespread. (166 or 78% were male and 47 or 22% were female). This study makes no claim to be of a 'scientific' nature -- it was a voluntary poll of users online who chose to fill-out the survey and neither Edelman nor Technorati pre-selected those eligible to participate in what is best described as a totally open 'straw poll.' While the survey was aimed at bloggers, there is no guarantee that all respondents are in fact bloggers. There is also the question of inter-question validity, with no certainty that a respondent's answer to one question is consistent with their answer to another. For general comparison purposes (with no claim of scientifically valid comparison between the two 'straw polls'), data from another Edelman/Technorati study of 821 English-language bloggers (55% from the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. based on IP address with the balance from Western Europe Western Europe The countries of western Europe, especially those that are allied with the United States and Canada in the North Atlantic Treaty Organization (established 1949 and usually known as NATO). and Canada) conducted from September 26th 2005 is listed in this report (as the 'US survey'). This survey is available at http://www.edelman.com/image/insights/content/ BloggerSurvey_FINAL_fromprinterRVSD.pdf About Technorati Japan Technorati Japan is Japan's leading authority on what's happening in the world of audience-generated media. Currently tracking more than 4 million blogs in near real-time, Technorati Japan surfaces new blog posts within minutes of being published. About Edelman Japan Founded in 1952, Edelman (www.edelman.jp) is the world's largest independent public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most agency with annual revenues of USD USD In currencies, this is the abbreviation for the U.S. Dollar. Notes: The currency market, also known as the Foreign Exchange market, is the largest financial market in the world, with a daily average volume of over US $1 trillion. 292 million (JPY JPY In currencies, this is the abbreviation for the Japanese Yen. Notes: The currency market, also known as the Foreign Exchange market, is the largest financial market in the world, with a daily average volume of over US $1 trillion. 34 billion). The firm's more than 2,200 professionals serve clients from 46 offices in 23 countries. Japan's fastest-growing international PR consultancy, Edelman offers a full spectrum of the most state-of-the-art public relations services available today. From CSR (1) (Customer Service Representative) A person who handles a customer's request regarding a bill, account changes or service or merchandise ordered. Agents in call centers are known as CSRs. See call center. consulting to crisis communications Crisis communications are generally considered a sub-specialty of the public relations profession that is designed to protect and defend an individual, company, or organization facing a public challenge to its reputation. to understanding the rise of blogging and personal media, Edelman is working to set a new PR standard by helping world companies communicate in Japan, and helping Japanese companies This is a list of companies from Japan. Note that 株式会社 can be (and frequently is) read both kabushiki kaisha and kabushiki gaisha (with or without a hyphen). See that article for more details. communicate around the world. Source: Edelman Japan Contact: Edelman Japan Jennifer Poulson jennifer.poulson@edelman.com +81-3-6403-5212 Copyright [c] 2006 JCN Newswire. All rights reserved. A division of Japan Corporate News Network K.K. |
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