Interview with Dylan Robertson, Founder of and Pure Enterprise – Part 2/3



DYLAN: Logic is the basic skill among the Japanese, and most very important, it depends on your target market. You have to think what is your demographic, you’re targeting: what is the age group, the gender, their industry and those people can be spending their time off.

JASON: For somebody who works on a social media full time, do you have a sense for the kind of demographic as smaller it could be on Facebook as compared to “gree” or mixx, and other largest Japanese social resources?

DYLAN: Yes. Generally and it’s definitely been the case until recently. The Japanese people, who are using Facebook a lot, tend to be people who have been abroad. They perhaps live and study abroad, they’ve travelled and make friends over seas and keeping in touch with them on Facebook and then that’s how they get into it.

JASON: And it speaks more of International English speaking demographic.

DYLAN : Yes it is or let’s say  Japanese who have a lot of foreign friends in Japan and since  all foreigners based on Japan are on Facebook and it’s incredible, so that’s where it started, and then of course when Japanese started talking amongst themselves, and I heard Japanese say,” well, I like Facebook  more than this domestic equivalence because it is international, it is available to people of all different languages and meet people from overseas”. It is just more functional and easier to use and started to spread amongst the Japanese. Now you have this strong growing base of completely domestic users who entering all the posts and content all in Japanese language. By using Facebook all in Japanese language they’re not particularly looking to communicate with people with foreigners and people abroad because they don’t speak any other language. It is now growing strongly in Japan but “mixe and gree”, these platforms are currently only available in Japanese language. Gree particularly focused on a mobile platform, they focus their development effort on Japanese K-text and now we can see available smart phones as well, there is a PC version, but they really focused their resources on mobile and in particular mobile gaming, so it’s in younger demographic. It is under 40 demographic in general, but they have a huge use of this.  “mixe” similarly is on Japanese, very strong on the “K-ti” and the reason why it keep coming back as the word “K-ti” for the general consumer market. This is the key, because most people, computer something they might fire off after 11 pm when they get home at night but basically they wake up in the morning; they dash up to the train ; they have their one hour and 90 minutes to commute; they’re in the office, they can’t be seen on social networks in the office with their colleague because there’s no private offices, usually in Japanese offices it’s all widely open. The only time that they can really get online to socialize is on their mobile devices and generally they do this when they’re on the train during this 1 hour or more to commute.

JASON: So I guess going back to Pure Enterprise, I know that also you’re very deeply involved with the Tyler Foundation, and there is a major project that you are working on. Can you give us a bit more about your involvement with the Tyler Foundation?

DYLAN: It’s been a real privilege to be involved with this organization. The Tyler Foundation supports children with cancer in Japan and their families and they were great clients. I tell you, charities are not profit organizations but they are fantastic clients, obviously they have to be very focused on saving money. They don’t have a lot of money to spend, which is actually a great thing because it means that they are very open to thinking out of the box. Very aggressive in trying new technologies especially once which are low costs such as, I mean, social media offered for free, but you need to have manpower to operate. To effectively marketing through those channels, there is a cost there, so they’re very open to it. Before I establish my company, when I was in the process of leaving my final employer, which was a approaching 500 Company, I sat down with the Managing Director and I said “look here is one last idea.”

JASON:  Is the Managing Director of your forging 500 Company, you’re working before?

DYLAN: Yes, and so they needed to reduce head count because of the bad economy in the market, so I just have one last idea.  I would like to take over social media marketing; I think that would be a way to generate business. And he said “social media, but where doing beats to be?” Anyway his couldn’t get his head around it and he just folded it off.

JASON: The traditional kind of idea that social media mainly to tell the consumers?

DYLAN: And I can guarantee that if we haven’t had the same conversation ten years earlier, it would have been a website, we don’t need a website? People call us and the funny thing is, in doing my preparation for that meeting I had researched, and it happens to be an America headquartered company in US, they won’t have that word started building quarterzisable social media presents,  on all the media platforms: the Facebook, Twitter, Link ten etc. But I didn’t bother arguing with them. People have to choose their own path, but I guarantee you now, one year later all are certainly using it as part of their strategy but it’s all about managing relationships. People do business with people and whether it’s a clientele or a service vendor, you want to know that person a bit more better, and the better you know them, the more of the relationship you build, the smoother the things flow in terms of communication.  And especially for people in senior management, this is the way that they can keep in the back of their prospective client’s minds. It is high level reactivity, I know one prospective client who’s been watching me for a while, they’re really interested in my sales and like saying ” Dylan, every time I switch on Facebook you’re there, there is something you’re putting out there and they kind of falling what I am doing and that’s high level reactivity. If it is done properly, you don’t want to be mixing your private with your business stuffs online. So there are wasted strategies and processes to follow to keep things nicely organized in that way.

JASON: I guess one of the comments you have before is that people are real, and you have to be real, your authentic image in the business is to connect with people. How do you balance being real and being authentic, with trying to completely separate your business and your personal kind of Facebook profiles?

DYLAN: You can show some of your private stuffs but obviously it’s going to be selective, I know a lot of people who have huge online profiles, huge online presences, and massive followings. If you’re talking about business people turn-offs: you make people feel good, so then talking about all the fun things they’re doing and the good places they’re going.

JASON: For me it doesn’t make me feel good. I’m some kind of jealous; guys are posting

DYLAN: it’s not what you’re saying but it’s how you do it, I’m sure that we will see an example with people who constantly posting  but there are other people who posted equally. Stop it, any person in the right mind will think it is so, what to do with that anything, it clicks and you just follow it. It’s more about the person’s character.

JASON: What social media strategy wills you bared in mind for this issue?

DYLAN: In terms we’re talking Facebook for now, you can separate your friends into lists, and you can have people you do business with and people who are part of your social circle. And when you post something, you can then limit who can see it; there is only one person who can see it. I want to hide it from people in this list, that’s one way. Another way is to have your personal profile. And you only allow connection with close friends and family, which is really personal and then you make a page for your business. So your business should have a page, for the Japan market because of their language here. It should have two pages, one should be all in English and the other will be all in Japanese. So you’re putting the same content out on both pages. Similarly with your website, if you’re doing business in Japan, you almost certainly have bi-lingual website. The same thing on Twitter, everything goes out in the same languages. You have two separate twitter accounts. This is because, for example, bi-lingual people like me, I can read Japanese with no problem, but it does take me twice as long for me to read it in English. So when I’m scanning it through the newsfeed on Facebook, I tend to skip over the Japanese language posts, and Japanese people who read English will do the same.

JASON: They’re only reading the content and the language where they’re active in and where they are really exposed.

DYLAN: So you’re going to posts all your business stuffs on your business page and then the question is, what goes on your page? Do you just sit there and telling people how great you are and how great yourselves and how much you need them, no, nobody wants to listen to that. You want to be having a studies stream of useful tips and information, so you’re putting this out through your Facebook page, pages in English and Japanese, through your Twitter feeds, and also in your website you should have a blog, and ideally the same with YouTube. We should have separate English and Japanese YouTube channels, now to pay on the nature of your videos: if there’s talking, you might put Japanese subtitles; if it speaks in English, in English subtitles  or vice versa. If it’s mainly non-verbal you cannot made that, but the actual documentation of the video of the title, the description fields, The tags will be on their respective languages.

JASON: Giving these ideas, you tend to remove any barriers with people, to engage with the brand you’re bringing out?

Go to Part 3.

Back to Part 1.