SOCIAL MEDIA BUSINESS INTELLIGENCE AS A SERVICEdure.net/ebiz1306.pdf · 2017-02-20 · social big-data unique & high value business/marketing intelligence data & management tools

SOCIAL MEDIA BUSINESS INTELLIGENCE AS A SERVICE

이전행 ([email protected])http://www.cloump.com

13년 6월 17일 월요일

Introduce

Music Business in China.

About SNS in China.

What we do with social network.



Copyright © 2012 Incitez Pte. Ltd.

China Social Network Users & Penetration 2011-2014e�

256.5

307.5

366.2

414.5

50.0% 54.0%

59.0% 63.0%

2011 2012 2013 2014

Social Network Users (Million) % of Internet Users

Source: eMarketer Feb 2012

China Internet Watch

Update 1



http://www.resonancechina.com/wp-content/uploads/2012/03/resonance-cic-2012-china-social-meida-landscape.jpg


Twitter Profile Vs Weibo Profile


WHAT WE DO

ANALYZESOCIAL BIG-DATA UNIQUE

& HIGH VALUEBUSINESS/MARKETING INTELLIGENCE DATA &MANAGEMENT TOOLS

COLLECT INFLUENCERS, BRAND NETWORK, RELATIONS,VOICES ..

USING PROVIDECUTTING-EDGE NLP, PREDICTION, MACHINE LEARNING, STATIC ALGORITHMS & BIG-DATA SYSTEM

TO ENTERPRISES WHO NEED

MORE INTELLIGENT AND EFFICIENT WAYS

TO DO BUSINESS/MARKETING IN SOCIAL MEDIA

MAX 4TB/DAY @30~40M PEOPLE’S VOICE

IN REALTIME, DAILYMPI, HADOOP BASE THROUGH ANALYTICS WEB


SOCIAL BI/ANALYTICSMARKET IS

SIZEGROWTH

22B USD@ 201251B USD@315B CNY 2016

45% CAGR

2011 2012 2013 2014 2015 2016Business IntelligenceApplication Infrastructure and MiddlewareData integration Tools and Data Quality ToolsDatabase Mangement SystemsBig Data Social and Content AnalyticsStorage Management

22B

51B

22B

Ref Gartner 2012


COMPETITORS


CLOUMP BASIC SCHEME


Cloump supportsSOCIAL MEDIA MARKETING PROCESS

Instant, Real-time engagements (p2p) Short-term activities

Long-term brand strategy

“ All levels of process work together and it is Agile”

“cloump is designed to support social media marketing

process”


Cloump supportsSOCIAL MEDIA MARKETING PROCESS

for Instant, Real-time engagements (p2p)

for short-term activities

For Long-term brand strategy

BRAND EQUITY ANALYTICS

INFLUENCE ANALYTICS

REALTIME ANALYTICS


Brand equity analysis

Cloump patent pending

Supporting strategic level process

Analyze every aspects of brand

Understand brand position (by demographic, geographic, perceptional)

Identify weakness/strength

Compose ROMI easily

Top level KPI for social marketing

Cloump supports

by SNS


Cloump supportsInfluencer Analysis

“Leader”! “Fan”! “Maven”!

“Connector”! “Salesman”!

Leadership

Likeness

Activeness

Attribute Index


CLOUMP REALTIME ANALYTICS


Cloump’s Realtime Analytics

age x gender x country x province x city x what they like

Post, Retweet, Comment

Positive, Neutral, Negative

Voice & Unique influencer amount in every milli seconds

x

x

= full segmentation


REALTIME ANALYTICS Use case : Geo/Demographic break down

“Select primary dimension”

“Select primary dimension”

“ View Full reports”


REALTIME ANALYTICS Use case : Geo/Demographic break down

“Select 20’s Shang Hai and Comment voices”

“ View what they are talking”


Cloump’s Realtime Analytics


INFLUENCE ANALYTICS Brand social network


Cloump’s Influence Analytics

Find Real Leaders

Find Brand fans

In visualized interactive social influence map

Find Active Influencers

View detailed influencer profile

Find engaged people


INFLUENCE ANALYTICS Brand social network

Zoom In


INFLUENCE ANALYTICS Use case : find connectors


INFLUENCE ANALYTICS Use case : view voices

From

To


INFLUENCE ANALYTICS Use case : find mavens


INFLUENCE ANALYTICS Brand social network : find mavens


INFLUENCE ANALYTICS Use case : view how voices are flowing


INFLUENCE ANALYTICS Use case : Find Real Leader in Social Network

“Sort by leadership score”

ActivenessLikenessLeadership



“Click, select influencer”

Automatically marked at influencer



“Collect as my group”



“Select my group”

“Manage my group’s brand fans”





SWOT

Find Brand Position

Competitor Analysis

age x gender x country x province x city x what they like


BRAND EQUITY ANALYTICS Use case : Find brand position(QQ)

“Potential is lower than present activities, so should consider to develop marketing plan to give more close message to people”

“QQ has high power for elders than young generation, especially 30~50 year’s old and male”

Brand Position

Stature

Energy


BRAND EQUITY ANALYTICS Use case : Competitor analysis #1(QQ VS SINA)

“Sina brand has more attraction ability than QQ”

“QQ’s brand score is higher than Sina but sina has more well developed network and attraction ability than QQ”

‘Sina’s brand network is more dense and heavier than QQ’s brand network”

RelationshipKnowledge Communication

Leadership Friendship Attraction Willingness

Brand Energy

Brand Stature

Reach Network Influence

Voice Forum Voice Power ActivenessWeight Density



“Sina has highest power on 10’s HuBei people”

“QQ has the highest score on 50’s 浙江 province people”



“Overall QQ brand has higher value than sina in QQ weibo network, Sina brand has more balanced score than QQ, if QQ focus on more trendy marketing to be close to young people’s mind , QQ can have more higher position than Sina”


BRAND EQUITY ANALYTICS Use case : iPhone Vs Galaxy Note

iPhone!Galaxy note!


CORE CUSTOMER VALUESINTELLIGENCE

REALTIME ANALYSIS

INFLUENCE INSIGHTS

RIGHT STRATEGIC PLANEFFICIENT TACTIC DEVELOPMENTEFFECTIVE EXECUTION PLANBRAND ROI MEASUREMENT

MARKETING ROI MEASUREMENTPERFORMANCE EVALUATION

PRE-POST AD EVALUATIONUSE P2P ARMIESMANAGE SOCIAL WAVEP2P ENGAGEMENT

MONITOR & TRACK

ALERT IN REALTIMEPREVENT BAD EMOTIONCATCH PERCEPTION

GET BRAND’S POSITION/SWOT/PROBLEMSBY FULL GEO/DEMOGRAPHIC SEGMENTS DAILY WITH COMPETITOR COMPARISON

MEASURE BRAND/CHANNEL/WIRTER/CAMPAIGN RELATED ENGAGEMENTS IN REALTIMEWITH FULL DIMENSIONAL COMPARISON

SEARCH/FIND/SORT/FILTER BY LIKENESS,ACTIVENESS,LEADERSHIP,SEGMENTCHECK ALL OF THEIR INFLUENCE IN VISUAL.

VOICE SENTIMENT/CAMPAIGN/CHANNEL/KEY-WORD.... TRACK ANYTHING IN REALTIME.


CRM

CHANNEL MANAGEMENT- Collect and manage company's all social resources in one place- Agency channel management- One channel multi writers- Full analytics for channel in realtime

WRITER MANAGEMENT- Easy invitation- Agency writer management- Brand staff management

CAMPAIGN MANAGEMENT- Events management- Content management- Integrated schedule management- Inspect before publish by approval- Supported by realtime analytics

ACTION MANAGEMENT- My action calendar- Issue, Todo and my events- instant publishing- Action status

VOICE MONITORING- Realtime tracking- Integrated multi channel voice view with related media - View by periods- In and outbox- Customization of tracking condition- Instant internalization

ANALYTICS

ENGAGEMENT ANALYSIS- Realtime analytics- Full segmentation- Various charts and reports- View related voices instantly- Comparison by periods and segmentation- Unique influencer analysis- Campaign, channel analysis- Writer analysis

DOMAIN TOPIC ANALYSIS- Identify what influencers interest- 36 detailed categories- Full segmentation- Easy comparing with different segmentation

INFLUENCE ANALYSIS- Interactive influence and relation map- Predict who will like brand and how much- Analyze who is important leader to influence brands- Understand each influencer's activeness- Find each influencer's detailed information- Collect influencers to my group and manage-

BRAND NETWORK ANALYSIS- identify brand's market position - Full segmentation- All aspects of brand performance and potential analysis- Comparing with other competitors- Detailed SWOT for social marketing

FEATURES


system

Firehose/Kafka

Realtime analysis engine

Realtime data store

NLP engine

Daily compute engine Postgres SQL

Crawlers

Map server

IIS

Messaging/zookeeper Voice data/MongoDB

HDFS

MPI

Hadoop M/R

Daily data store/MongoDB

Visual engine

Cloump is using bunch of open sources to support different types of web scaled big data analysis, this system is highly flexible and expandable according to data amount and algorithm performance requirements.


SOCIAL MEDIA BUSINESS INTELLIGENCE AS A SERVICEdure.net/ebiz1306.pdf · 2017-02-20 · social big-data unique & high value business/marketing intelligence data & management tools

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