What comes to mind when you hear about attracting customers through social media?
- Posting lots of attractive photos.
- It seems like a lot of work to create new posts every day.
- Even if you’ve heard of it, you don’t know where to start when it comes to actually using it.
An event offering hints on how to solve these problems was held on November 8, 2024.
It was called “From Kurashiki to the Nation: A Zero-Ad-Spend Social Media Strategy for Local Businesses—A One-Day Seminar on Attracting Customers Without Needing Followers.”
The event was organized by Oura Shota, who works for a travel agency inside LOGIN Kurashiki in the Bikan Historical Area.
The main speaker was Section Manager Sera, who has made a name for himself managing X (formerly Twitter).
The seminar explored ways to use social media, with Shibatami, who handles public relations for a temple in Niimi City, as a guest speaker.
Wanting to learn how these two people have used social media to expand their influence, I went to hear their talks.
The information presented was accurate when this article was published in December 2024. Please note that it may differ from current information.
Speaker Profiles
Here are profiles of Section Manager Sera and Shibatami.
Section Manager Sera (CEO of Omoitsuki Inc.)
Section Manager Sera works as a social media management advisor for companies and business owners. He is also an influencer with 70,000 followers on X.
He specializes in social media branding that makes people say, “I want to work with you.” He supports social media strategies for small and medium-sized businesses and has helped produce many success stories.
He is also skilled at planning events using social media, and has set a Guinness World Record with 513 participants.
For that event, participants posted on X, during a designated time slot, photos of themselves holding a piece of paper with a dream written on it, including the phrase “#DreamFestivalGuinnessWorldRecord” in their posts.
- https://x.com/sera_sera_sera8
Shibatami
Shibatami handles public relations for her family’s temple, Saito-ji Temple, in Niimi City. Using social media, she brought Hakuryu-mon Gate to the top of the Okayama Tourism Web access rankings. Today, Saito-ji Temple is a hugely popular spot for taking photogenic pictures.
With a single press release, she secured coverage from NHK Okayama Broadcasting Station and every commercial broadcaster in Okayama, and was featured in a double-page spread in the national edition of the Asahi Shimbun. She has a track record of strategically using the media to attract customers and increase sales.
How the Seminar Came About
The seminar began when its organizer, Oura, reached out to Shibatami, with whom he had already been in contact on X.
Oura wanted to bring more people to LOGIN Kurashiki.
As he consulted with Shibatami, they discussed using the power of social media. She introduced him to Section Manager Sera, and the seminar came to fruition.
Choosing the Venue and the Day’s Events
Once the seminar was confirmed, Oura wanted to boost not only their own reach but also the reach of Kurashiki and Okayama Prefecture. Hoping to hold it somewhere that felt distinctly Kurashiki, he chose Keikendo Hall at Shinkei-en Garden as the venue.
On the day, nearly 100 people gathered at the venue, listening attentively.
The attendees ranged widely in age and included business owners, company employees, and local government staff.
Some had come from outside the prefecture, showing the high level of interest in using social media.
Section Manager Sera’s Talk
The seminar began with a discussion of the potential of Kurashiki as a region.
The Theme: Promoting Regional Tourism and Attracting Customers Through Social Media
Section Manager Sera had come from Tokyo for the seminar.
On his way from JR Kurashiki Station to the venue, he felt there was plenty to share about the streets of the Bikan Historical Area and the shops he stopped at.
On the other hand, when he searched X and Instagram for Kurashiki and the Bikan Historical Area, he found that little was being shared.
“There’s still so much to tell people about Kurashiki—it’s a treasure trove of stories,” he said.
“I want to support all of you so you can share what makes this place special. I want you to know that sharing information can transform your life through a small screen.”
Section Manager Sera addressed the attendees with conviction.
Why Businesses Should Use Social Media and the Background
Next, he discussed why businesses should use social media. Section Manager Sera said the reason is that “we’re in an era when businesses won’t be chosen unless they share information in line with how people make purchasing decisions.”
He cited two factors behind this:
- The growing variety of ways people receive information
- Changes in how people search for information about the products and services they want
In the past, the ways people could receive information were limited to sources such as television and newspapers. In recent years, however, people have been able to get information through a variety of channels, including social media and the internet.
He also explained that people used to buy products and services through a step-by-step process: learning about a service, comparing options, and then making a purchase. In recent years, however, people don’t necessarily buy as soon as they learn about a service. Instead, they may step away from the information and make a purchase later, in an unpredictable pattern.
Awareness and Sharing Information
He went on to explain that building awareness is essential to attracting customers through social media. The goal is for customers to think, “When I think of [this], I think of your business.” To achieve that, people need to know what a business can do and what motivates it. After discussing different types of awareness, he described the actions needed to build awareness and specific steps for deepening it.
Finally, regarding what to share, Section Manager Sera said, “I want you to think about what kind of information people looking at social media want.”
Emphasizing the importance of sharing things that we take for granted, Section Manager Sera concluded his talk.
Shibatami’s Talk
The talk focused on using social media and press releases.
“Are there any of you who can step outside your front door and see no houses or shops anywhere?”
The talk began with this question. In a room with nearly 100 attendees, only one or two people raised their hands.
The nearest shop to Saito-ji Temple, where Shibatami handles public relations, is a 23-minute drive one way.
“Your neighbors are much closer than ours, so you can attract customers more easily than Saito-ji Temple can,” she told the attendees encouragingly.
Defining Your Target Audience
When sharing information on social media, the key to success is accurately defining the target audience—the kind of people you want as customers.
She also said that if an organization manages its social media as a team, it is important for members to agree on who they are trying to reach.
Creating Content
When creating content, she said it is helpful to consider the target audience you have defined, including when they might take action and what they are looking for. She also noted that it is important to create content with elements that will make the media want to cover it.
Press Releases
Drawing on her own experience, she discussed effective ways to issue press releases while keeping costs down.
The key is to proactively encourage the media and customers to spread the information. Getting coverage from one media outlet, she said, can increase the chances of attracting attention from others.
“Each and every one of your efforts will ultimately help Kurashiki, Okayama Prefecture, and Japan grow,” Shibatami said as she concluded her talk.
Reflections on the Seminar
After listening to Section Manager Sera and Shibatami, I realized that using social media doesn’t require any special skills.
Take action yourself. Remember that people are watching what you share on the other side of the screen, and communicate information to them.
I think the two speakers have expanded their influence this far because they have steadily built up these efforts.
I also felt the power of social media in the lead-up to the seminar. When organizer Oura shared information about the event, many people who saw it helped spread the word.
You can draw people in through what you share and build a circle of support. It was a seminar that gave me a strong sense of social media’s potential.
“From Kurashiki to the Nation: A Zero-Ad-Spend Social Media Strategy for Local Businesses—A One-Day Seminar on Attracting Customers Without Needing Followers” Information
| Name | From Kurashiki to the Nation: A Zero-Ad-Spend Social Media Strategy for Local Businesses—A One-Day Seminar on Attracting Customers Without Needing Followers |
|---|---|
| Date | Friday, November 8, 6:30 p.m.–8:00 p.m. |
| Location | 1-1-20 Chuo, Kurashiki City, Okayama Prefecture |
| Admission (tax included) | 3,000 yen |
| Website | Peatix | Event page |
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