Chen Kun and Huang Xiaoming under the Big Data of Social Media

In recent years, the emergence and flourishing of social media (and self-media) can profoundly affect its development under the giant of film and television industry . It links directly to audiences (consumers) at every aspect of the production of film and television. Many decision-makers who have significant resources in the industry are also trying to assess whether the projects in their hands have real markets by analyzing the information on social media value. Not only that, they are even more engaged in using this information to make products or build brands and get real money back.

And for the movie industry's most scarce and the most sought-after resources - the star, the benefits of social media to them is also a lot. It makes the star's work and life, mood and feelings become "transparent", it allows celebrities closer to their "pink" and "black", but also for investors, producers, advertisers and other groups have More convenient, more fully, more three-dimensional channels to understand and "hook" them.

To microblogging, for example, the stars microblogging is really inextricably linked with their cause. Although there are various indications that Sina Weibo's activity is declining since the rise of WeChat, it is undeniable that it is still the most open platform for self-expression of Chinese film stars. Most movie stars are happy to use social media such as Weibo to show themselves, promote their work, and interact with fans in order to enhance their business value. Recently, Chen Kun WeChat public account test water member fee system, is the fan concerned about the realization of an attempt.

This issue of "Film and Television" magazine entertainment big data columns will focus on the film and television star in the social media Sina microblogging "personal brand building." We selected two popular male stars from the Mainland film and television industry circles - Chen Kun and Huang Xiaoming. Through the analysis of big data, we tapped 120 million Weibo messages related to them and quickly grasped the key words they presented on Weibo , Their social relations circle, network influence and its film and television works, business endorsements and other key content.

Next, we take a look at the public microblogging information have told us Chen Kun, Huang Xiaoming what and what ......

Method introduction

Conducted a data extraction of all microblogs and active fans of both Chen Kun and Huang Xiaoming and removed accounts of suspected naval and zombie users through its own proprietary technologies and sampled a total of 150,000 microblogging active users Including 500,000 active fans of Chen Kun and Huang Xiaoming and 50,000 active users of Sina microblogging randomly sampled), analyzed and processed a total of about 120 million Weibo messages.

team introduction

DATATOPIA Creative Analysis Studio is a creative application team keen to explore the value of big data. All of the team members graduated from Tsinghua University, focusing on big data processing and mining, Weibo WeChat new media analysis, Data creative application development.

Chen Kun VS Huang Xiaoming

The popular TV screen of the 2013 music talent show was originally a talent show for the rookie battlefield. It has also become a good platform for jurors and teachers to show charm, make conversation and earn popularity. Huang Xiaoming and Chen Kun, both of whom appeared in the popular shows "Voice of Dreams of China" and "Happy Boys," continued their controversial topics during the broadcast of the programs. This not only effectively pushed the popularity and attention of the talent shows, Also forged their own public image.

Huang Xiaoming starred in "Voice of China's Dream" and published a "more healthy twenty-two" declaration, succeeding in transforming the once negative label into positive energy. In "Happy Boys," Chen Kun constantly proclaimed "the power of walking" and his life creed "to listen to his own voice to see his heart" and tried to go further on the road to getting rid of the idol burden.

The two men, once classmates, came from the famous "Star Class" at Beiying - a class of 96. They have their own talent in the world of film and television dramas. They are leaders in variety shows and perform differently on social media.

Chen Kun VS Huang Xiaoming microblogging

"Wearing a collar, a weibo ..." November 16, 2009, Chen Kun opened his own microblogging account.

"Hello everyone, I am Huang Xiaoming, I opened a microblogging, please support!" April 15, 2010, Huang Xiaoming published his first microblogging.

As of the publication date, Chen Kun microblogging account issued a total of 3674 microblogging, with 54.97 million fans; Huang Xiaoming has sent 1758 microblogging, fans 16.78 million. Through the analysis of the two microblogging, not difficult to find two people have a different style.

Apart from the same labels such as actors, singers, photography and art, Chen Kun's label also includes screenwriter, publishing, Buddhism, reading and freedom. Huang Xiaoming focuses on dummies, joke, humor, gossip, 90 and houses.

Weibo also from the two characteristics of the contents of the words, we can also see some interest and concerns of two different. Among the features of Chen Kun's hair styling, there are quite a few words related to Tibet, religion and spiritual practice in Sara Rinpoche, Sakyamuni, Mogao Grottoes, Guanyin Bodhisattva, etc. These words are also the words he is carrying out " Walking force "key words of public welfare projects. In addition, "one day, see if wearing three autumn pants," "want to get rich, wear Qiuku" is also Chen Kun and fans closer to the fun oral language.

Huang Xiaoming's hair styling feature words, in addition to the staff, film, director, steal the spotlight, micro interviews, paparazzi and other entertainment-related vocabulary, but also more parents, friends, teachers, and happy, support, Help to express the vocabulary of emotions.

Weibo content in the message can be seen, Chen Kun are often "walking" on the way, the Tibetan blue sky and white clouds, mountain heights often appear in his Weibo. His signature is: the glamor you want is not necessarily what I want. Their microblogging text often combines life introspection, and reveals its like "philosopher" in general thinking.

Huang Xiaoming's personal signatures are: Speak less, do more work! I'm not the best, but I have to work harder ... This is quite in line with the public image he has built in recent years, and his Weibo text often provides some positive energy Outbreak of soul chicken soup, to show life's little good.

Microblogging contacts

The level of coincidence with them is very high. According to the number of fans sorted from high to low, two of the top 20 people each other powder, 13 people the same, the coincidence of up to 65%. But the two did not pay attention to each other.

From the interaction between the two microblogging point of view, Chen Kun and the publishing industry, public sector interaction is very frequent, such as Jet Li One Foundation, Deng Fei, Wang Keqin, etc .; and Huang Xiaoming frequent interaction of the object more concentrated in film stars, directors, screenwriter Wait.

Who do they influence on Weibo?

Chen Kun and Huang Xiaoming two active fans, the distribution of age and sex are very close.

Women account for about three quarters of the total number of ordinary users, accounting for 80% of the total, which is significantly higher than the Weibo user's gender distribution and user type distribution statistical average, indicating that female ordinary users have a strong tendency to pay attention to both .

In terms of the age distribution of fans, the number after 90 is the largest, accounting for 70% of the total, and the fan preference is much higher than the statistical average of the Weibo user's age distribution. The overall average age of Chen Kun fans fans Huang Xiaoming average age slightly higher.

In terms of geographical distribution, the two active fans showed a clear difference. Chen Kun fans in Tibet and Northwest provinces have the highest degree of preference. Boldly guess, if there is western theme + Buddhism film and television drama, Chen Kun participation should get good attention. Huang Xiaoming is more influential in the northeast and central provinces. At the same time, it can be seen that Fanny Huang is also very popular with fans in Taiwan. It is called "Taiwan's prime milk killer."

Overall, both are more popular with fans in northern China, but Shanghai, Guangdong, Fujian and Hong Kong and Maucao are both less enthusiastic about the two, especially in Cantonese, Guangdong and Hong Kong and Maucao, cold.

In addition, since the two active fans 7 into 90, it is not difficult to understand the active fans in the TOP50, the happy family and the "era" all the names on the list, Hunan TV hit actor and heroine, Such as Zhao Liying, Chen Xiao, etc. are also listed.

From the rankings of media accounts most watched by fans, Chen Kun's active fans seem to be more concerned about current affairs politics. They focus on the relatively serious media accounts such as Southern Weekend, National Geographic of the United States and Sanlian Life Weekly. Huang Xiaoming's fans seem to favor more easily entertaining information, preferring to pay more attention to micro-blogs and Hunan Taiwan's variety shows, such as "Variety Big Show" and so on.

In addition, luxury has become the love of Chen, Huang fans group heart. In the active fans concerned about the corporate brand TOP10, Chanel, Dior, GUCCI, LV, Burberry and other big international brands impressively.

Weibo, their influence?

As of the end of the statistics, Chen Kun's fans close to 55 million, compared with Huang Xiaoming's more than 16 million fans is much less, only Chen Kun 30%. However, the number of fans is only a manifestation of the influence of Weibo. Under the circumstances that various marketing accounts, navy and zombie accounts exist, we should consider from multiple dimensions so as to objectively evaluate the actual status of a microblogging celebrity account Influence.

From this series of data comparison we can see that although Chen Kun fan number is Huang Xiaoming more than three times, but these indicators reflect the amount of interaction and communication is not proportional to the number of fans. There was no significant difference between the fans' enthusiasm for their microblogging content and their ability to communicate. Then do a specific analysis.

A [influence]

In social media, everyone is not isolated, so considering the impact of Weibo, we must also consider the social circle closely related to it. Here we observe an indicator - network influence, that is, the sum of the influence of someone's friend.

B [Variety show referred to the degree of preference]

In order to assess the star's promotional role in participating variety shows, we refer to the quoted degree of two programs including "Happy Boys" and "Chinese Dreams" collected randomly from Weibo for a reference value. Take a look at Chen Kun, Huang Xiaoming two fans of these two programs referred to the degree of preference comparison.

Can see, Chen Kun and Huang Xiaoming fans are more like random than ordinary users to watch these two entertainment. Two male star mentors to join, to attract their fans concerned about these two programs have a significant lead effect. Huang Xiaoming, in particular, has played a very significant role in driving the "Voice of China's Dream", which is evident in his powerful appeal.

Meanwhile, fans of Huang Xiaoming also showed a higher enthusiasm for the "happy boys" involved in Chen Kun. In contrast, Chen Kun fans Huang Xiaoming involved in the "Voice of China Dream" enthusiasm in general, only slightly higher than the average user's level of concern.

C [video work mentioned preference]

The two mentions the degree of preference of the film and television works from one angle also reflects the two of their film and television publicity to promote the role. As shown in the figure, Chen Kun's performance of his works "Dragon Flying A", "Qian Xuesen" and "cross-border", Huang Xiaoming on his participating works "Jing Zhong Yue Fei", "a romantic scene", all produce A very good fan driven role. In contrast, "Painted skin", "China partner" fans drive more general effect.

D [commercial brand refers to the degree of preference]

Comparative analysis of two endorsements of some of the commercial brands, we see Chen Kun endorsements have Road cloud notes, Huang Xiaoming endorsement Tissot, are fans of their groups formed a positive brand awareness (group preferences are more than double the upgrade), and Chen Kun Endorsement of the Peugeot 308 positive effect seems less obvious. Interestingly, although both endorsed the Master Brand, the two-person fan community referred even more to the brand than random users.

We then look at the two microblogging marketing effectiveness from the perspective of the spread of microblogging. Take two business micro-blog analysis as an example.

When we removed the number of bubbles brought by the navy, we found that the commercial microblogs made by the two men were actually similar in their effect to the average amount of their microblog interactions. From this we can see that most of the additional interactive figures displayed by a single commercial Weibo actually have marketing promotion actions that are actually not effectively propagated to more real users.

Conclusion

Social media is a magnifying glass. For the average user on social media, Big Data Analytics understands its character from its own words. Analysis of the star account, you can at least see:

1. With hard work and perseverance, it is highly possible to capture the audience you want to lock in.

2. In the social media has a distinctive personal brand image, help to get a stable reputation.

3. By demonstrating social responsibility, cross-border influence can be enhanced.

In a "show" era, the use of social media to create a more charismatic public image (brand) is a question that many marketing teams are enthusiastically thinking. Big data analytics provides an insightful look at the effects of "make a show," as well as a starting point for thinking. The next question is: how can we make all the concerns not waste in the sea of ​​data and the torrent of information, making sense every time?

Original link: http://news.xinhuanet.com/ent/2013-10/10/m_125505737.htm

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