Save Energy, Japan and the World (and make a handsome profit while you're at it).

Setsuden is big in Japan. Setsuden is Japanese for saving electricity, and since the terrible disasters on 11 March, it has become a hype, a rage and maybe even a moral obligation.

With the summer well under way, Japanese policy-makers and corporations are alike are trying to get the consumer to save energy. With a part of electricity generating infrastructure still broken, combined with the rising need for electricity during the hot months (airconditioners are ubiquitous in Japan), any reduction in usage is warmly welcomed.

What effects does this have on the search engine giants in Japan? In any case, search volumes of the word Setsuden have risen sharply since 3/11, as can be seen in the graph below.

Some research with the Google Keyword Tool shows that a popular related query is "how to save energy". It seems the demand for innovative ideas is very high.

What are companies doing? On June 17 Google Japan launched the "Go Setsuden" project. On this website users can register and keep track of the energy they are saving, share their results through social media and even publish own ideas on how to save energy. Earlier, Yahoo Japan released its "Setsuden Guide" with many tips and sharing functions. This guide has been online for nearly 2 months when Google's site was released. What are the differences?

Google Go Setsuden
- Functionality to publish own ideas
- Map with power stations in Japan
- Track daily energy savings and publish these through social media

Yahoo Setsuden Guide
- Categorisation in home tips and office tips
- Many other tips including clothing and lifestyle
- Publish energy saving plan once through social media
- Links to external sites of related organisations
- Links to Yahoo Commerce site with related products
- Advertisements on main page

All in all, it can be said that Yahoo's guide is more extensive while the unique features of Google's solution is that it is possible to track daily savings and contribute to generating ideas about generating energy. Also, the advertisements and links on Yahoo's site might seem like a strange way of making money, but it may be argued that these relevant advertisements helps the recovery of the Japanese economy.

So how can the international advertiser act on this? If you sell products or ideas that reduce energy consumption, you could consider targeting Japan. There is a great demand for implementable solutions. It would be hard to compete against local producers in the area of high end electronics, but niche products could do well.

Also, if you're active on the Japanese web, be sure to adapt your strategy to implement energy saving schemes with high visibility. Participating in the discussion will not only make you look good on the web, but it may also lead to energy saving and cost reductions within the company. Pass these savings on to your customers to create a triple-win situation.

So ask yourself: how will you save energy today? How will you save the world tomorrow?