For Customer Experience Professionals (Length: 9 pages)

Executive Summary (This is a document excerpt)

Japan's second largest online video portal — Nico Nico Douga — has succeeded in engaging its target audience of young Japanese consumers. Forrester spoke with company executives and attended Nico Nico Douga's user conference to learn about the secrets of the site's success and the latest enhancements. Customer experience executives seeking to emulate Nico Nico Douga's approach to fostering communication and collaboration around video should first evaluate the readiness of their customers to interact in this way and then consider how willing their companies are to entrust their branded content to the creative but fickle hands of an online community.

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