Big social data: the hero behind the marketing revolution

The hot "Big data" is setting off an intelligent advertising revolution around the world. The pervasive ads no longer come from the art director or creative division of the big-name 4-a advertising company, but from the automated generation of intelligent systems.

Facebook's advertising revenue climbed to 4.3 billion dollars in 2012. Facebook has created a highly accurate advertising system that replaces traditional advertising agencies, where advertisers simply upload tens of thousands of photos of their products to the database, and once the relevant user logs on to Facebook, the system automatically generates the ads based on the user's interest, based on the user's " Relational Atlas of data analysis.

Larry Weber, author of the global best-selling book Social consumption network Marketing, said: "The so-called large data, including enterprise informatization of user transactions, social media user behavior, relationships and wireless Internet location data." "Big data captures the" people "in social networks, while smart ads use data to track, research, and understand" people "to choose" right people "and" right Time ". In this connection, Thomas Kremp, a British contemporary mathematician and anthropologist, wrote in the book Digital Anthropology: "The essence of numbers is human, and data mining is the analysis of the human race itself." ”

Data mining and accurate delivery

2010, Ericsson [Weibo] helped the Expo organizing committee to provide information on the flow of people, that is, through the operator's wireless network information to determine the density of people. "This monitoring data is being used in more commercial applications," said Changgang, China's chief market officer for Ericsson. For example, someone to open a restaurant in Zhongguancun (4.56,0.07,1.56%) area, then choose a relatively concentrated section of the road to obtain data, you can analyze what time, what position, what kind of people will appear in Zhongguancun, thus for restaurant location and marketing positioning to provide recommendations. ”

Such applications are now being applied to the commercial location of fast-food giants such as McDonald's [Weibo]. This is just an application of large data services to business decisions.

The first story about big data happened in--target, the second-largest supermarket in the United States. In order to retain pregnant clients, target, referring to a registration form for the baby-friendly party, constructs a "pregnancy Prediction Index", which predicts a client's pregnancy in a very small margin of error, allowing target to send a pregnant woman's preferential advertisement to the customer early. The precision was then extended to other commodities, which eventually led to target sales rising from $44 billion trillion in 2002 to $67 billion in 2010. Since then, there are numerous classic stories about the use of large data for accurate advertising.

The overwhelming advertising bombing is no longer a necessary tactical arrangement for marketing. Last year, the banana-like "stupid Nana" became Nestle Greater China sales ranked second star single product. Nestlé summed it up as a hot-talk on the Nana of social media, allowing it to get rid of the usual marketing of television commercials, which, five months before the product was listed, led people to talk about silly nana through interesting topics on Weibo. Makedo, marketing vice president of Nestle Greater China, said, "Now customer service has shifted to social networks, corporate microblogs can let Nestle listen to consumer dissatisfaction online, if the complaint is reasonable, the company will immediately contact the consumer to solve the problem." ”

In fact, big data is changing the way the entire marketing industry works: To understand the huge amount of data behind the consumer, to tap the user's needs, and to provide a cross-platform personalized marketing solution. And the first task of all this is to collect the user data, that is, find the right person, find people, spend the money is the key to social media marketing. For how to "find the right person", Tencent Weibo, deputy general manager Li pointed out, "in the ' Smart media ' era, more social elements of the intervention, social means will let the intelligent media contained in the gold surface." The mining of these data makes the smart media more commercially valuable to what people, what topics, and whom to interact with. At the same time, the value of social media is not only to provide users with the needed, but also to filter out unwanted content, so that information can actively find people, and find the right person. ”

Group Intelligence

As people have seen, big data makes social advertising more popular. According to emarketer, the US market research firm, social-networking advertisers will spend 7.72 billion of billions of dollars in 2012 on ads for social networking sites, social games and apps. By 2014, Global social network advertising revenues will be close to $12 billion trillion, according to projections.

In social media, smart ads are no longer "ads" and become "stories" or "games". Ogilvy's chairman, Kentwertime, played a video at the Tencent Wisdom Summit in 2013, looking like a magical movie fragment: In quiet Paris, through a mysterious door, 60 guests gathered to find the mysterious location of the Perrier water, the whole process like a wonderful treasure-hunting trip. "In order to marketing stupid nana, we have customized a variety of flash games on the Tencent gaming platform." "said Will, the Nestle's Ice cream business and brand development manager in the Greater China region. In "The Magic Game" on the stupid Nana Island, the stupid Nana is the important food that the small monkey crosses through the jungle to appear. "From the formal, intelligent advertising is becoming more intangible and interactive." More users of spontaneous wisdom is derived from large data, and eventually formed a marketing idea. Now the media is not just media, it plays a very important role in the whole digital ecological chain, and extends directly to the sales link. Tencent Network National Planning Center General Manager Onssija pointed out.

In interactive advertising, Nike has been at the forefront of creativity. Nike has launched such a classic event on the micro-letter: Users upload a picture of their favorite shoes style, Nike will be based on the image to help users generate related drawings, if the user likes to be able to pay directly, complete the purchase. This is true customization. In Japan, users of nikefreerun+ running shoes can take part in a reward program by turning on a computer camera, imitating the shape of a shoe and making a face, and the most exaggerated and most spiritual works will stand out and get Nike coupons.

Kentwertime, chief executive of Ogilvy Asia Pacific, said: "Marketers always have the task of tracking where consumers spend the most, and create more value for consumers, but at the same time can not interfere with consumers, consumers need is their favorite things." "So, what is the consumer's favorite?" The answer is what you create. Kevinkelly, founder editor of Wired magazine, believes that in the era of intelligent media, consumers ' creativity has formed a huge intelligent network, which is the wisdom of the group and the source of the enterprise's originality.

Sharing and communication strategies

While excavating the wisdom of the community, social media is also developing targeted communication strategies through user data mining. The user's comments, uploaded pictures, music, videos and so on, which contains the consumer propensity. Chenhui, Coca-Cola's interactive marketing director, points out that the essence of social media is emotional communication and interaction that will play an increasingly important role in marketing. For example, if a customer wants to buy a car, in the way it used to, it could be a linear process like "read media-Physical store view-Test drive-buy", but now customers can easily skip the enterprise preset information, contact other customers ' evaluation feedback from social media and mobile terminals, and change the advance purchase plan. It is also easy to dispel the various kinds of advertising marketing activities that enterprises bother to layout.

Because of this, targeting ads through social networks has become an inevitable choice. During the 2012 Olympics, Nike, through a Hightouch-rich media campaign, analyzed the relationship between the user account and Nike Weibo, providing users of a particular sport with rich media advertising content, and Nike automatically pushed another set of ads for those who did not pay attention to a particular sport. "In the future, the development trend of intelligent advertising will be to the video ads, micro-blog ads, wireless advertising, display ads in four directions." "In China's online advertising, video patch advertising and rich media advertising will be the main drivers of the continued growth of advertising," said Zheng Jingwei, general manager of the Tencent Network Media business group advertising platform. ”

Recently, Tencent launched a "teng fruit" of the DSP advertising system-based on the effect of Pay-per-click, through participation in bidding to obtain each advertisement to show the opportunity of advertising service platform. This advertising system is considered to be the main operating platform of the future intelligent advertising era. In addition, Tencent has launched a MIND3.0 social strategy, that is, through the insight, analysis and excavation of user behavior data, depicting each user community, the use of differentiated labels in the brand and the audience to establish a social marketing relationship. For example, for the mature mother and the newborn Mother two subdivision group, it through to the big data analysis to travel alienation insight result. Mature mother is often a group of sensible play women help, in the entertainment application, they like games, music and costume drama, in the social interaction level, they QQ group, flower workshop and diary-oriented. Newborn moms tend to be socially active fashion moms, and may be more focused on digital products.

Yes, the more people share, the more they can make decisions. Social networks are doing everything they can to spark this shared passion. In December 2011, Facebook released a large data product called timeline, and at the end of the page, Facebook would analyze the timeline to find out the rules of their minds, initiate a transformation of the cancellation pages and impress people with emotion. As a result, Facebook succeeded in reducing the write-off rate by 7%.

Obviously, the communication between enterprises and users is changing dramatically, and more and more enterprises are actively embracing the change. In an interview with U.S. marketers in September 2012, nearly two-thirds of respondents said the drive to push their use of data management platforms in advertising marketing came from the need to tap big data. 、

"Large data systems from social networks are radically changing the global advertising industry to change manufacturing, retailing, technology and other industries," he said. Song, the creative director of the Blue-Man interactive communications agency, said that, "in the age of information explosion, more than 95% of all messages will be forgotten and filtered out, with very little information being remembered." In the era of intelligent advertising, social media not only make people remember the recommended information from the circle, news topics, emotional stories, more importantly, to generate people's potential consumer demand, so that people's consumption curve become known. ”