Industry insiders say Weibo TV index: Social Big Data Makeover TV

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Social media and television are just a pair of natural good friends.

From the product design mechanism, social media produces content from the user's communication, while television generates the need for communication from the content output. In other words, the content of television can be extended to social media to discuss, not only for social media to bring a lot of content for consumption, but also for the television station to bring space for communication. However, for a long time, this seemingly simple so-called content closed loop has not formed, social media has never had a deep relationship with the television.

If Facebook is a time node for social media, social media is certainly the product of the PC era. Social media in the PC era is far from the output of fragmented content. Too much equipment, bandwidth and wireless deficiencies limit people's desire to break up and read at anytime.

The above factors that constrain social media and television dances are being changed, driven by a wave of shifting movements. In China, for example, according to public information, as of January 2014, mobile internet users reached 500 million, accounting for more than 80% of the total number of netizens. The first earnings report after the microblog listing showed that more than 70% of the 143.8 million of Twitter users in the country were accustomed to using mobile-side access to microblogs.

With the advent of social mobility, the attributes of social media are stimulated. For example, real-time, users can publish information anywhere, such as portable portable devices can maximize the occupancy of the user's fragmentation time. These two major changes bring new opportunities to the television industry. Social mobility enables social media to display TV content in real time.

It is against this background that from the second half of 2013, social media at home and abroad began to cooperate widely with television or television programs. Twitter has bought Bluefin labs, the giant that dominates the social interaction of American television programs, and has launched a joint US television Twitter index with Nielsen. Weibo, which launched a beta version of the Weibo TV index with CCTV-Sofres last week, provides the most representative social media feedback to Chinese television organizations. Social media want to use their own user relationships to bring the content of television to the maximum consumption space, and hope that in this partnership to find more extensible business model.

The traditional TV industry is in the production mode of editing and cataloging for a long time, whether it is a TV play or a variety show, it reveals a kind of "elite culture". Traditional TV stations have come to realize the importance of data guidance after Netflix used a card house to test large numbers of TV dramas. But unfortunately, the TV station can not like Netflix to analyze the user's preferences, although many domestic television stations have their own sites, but these sites do not operate users, but also no user data accumulation.

In this era of data-driven everything, TV stations desperately need data to achieve the "internet" of their own programs.

According to a white paper published by CSM and Weibo on the 2013 TV variety show program and micro blog discussion, the number of micro-blogging mentions of TV shows is basically the same as the number of television arrivals, based on the seven-day cycle of the week. This is a good indication that social media has become an effective front for real-time interactive television programs. TV stations can use social media to increase exposure and use feedback from social media to optimize the content of their programs. This solves the long one-way transmission of the shortcomings of the television station, and more importantly, this will allow TV programs to catch the "big data age" of high-speed trains. The big data age is not universally recognized, but the big data age has four important features: Volume (Large), velocity (high Speed), produced (multiple), value. Among them, the first three V is also the characteristics of social media data, while the fourth V will need to rely on the first three characteristics of the effective mining to produce. IBM began customizing social media data analysis in its solutions to give customers real value for social media data (see the Idonews column "Micro blog Reviews: Big Data launches next business closed loop").

For TV and Weibo, how do you get the fourth V (Value) from the top three v? Take a look at Hunan TV, "Flowers and youth" and micro-bo cooperation results: Only four weeks, the topic of reading more than 1.8 billion times, compared to the increase in the previous 1 billion times, and directly promote the program ratings from the previous 1.5% Rose 1.8%. This directly reflects the value of micro-broad data on TV programs.

This value can be achieved, in addition to integrating the massive data on the microblog, also need to assist in the operation of micro-Bo platform, including three major parts: Before the broadcast, the TV station can set some key words, guide users to discuss, broadcast, the television station can also tap and combine social media spontaneous discussion hot spot, expand the dissemination effect; After the broadcast, the television station through to the first two stages spread the effect analysis, found the better spread point, joins to the next program preheating. The above three steps are interlocking, everywhere with the data as the guidance, truly realizes the television program from "The personal liking" to "the group likes" the change. At the same time, the use of data from micro-BO, TV stations can also be aware of the program may be in advance of the viewing effect, timely adjustments to avoid waste of resources.

Word, driven by mobile power, the marriage of social media and television is bursting with a huge industry dividend. Social media, on the one hand, are constantly looking for content consumption hotspots from TV programs, on the other hand providing data support for television innovation. And the television station, then uses the social media relations and the data, impels itself to adopt the compilation broadcast mode The innovation, gradually enters the social big data age.

(Author Zhao Saipo, idonews column)