Sina co-CEO Xu Liangje: Big data will reshape Sina Weibo

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Sina Science and technology news on the morning of October 30, Sina Joint president and chief Technology Officer Xu Liangje today at the 2013 Android developers conference to address the impact of the big data age on social media, and share how Sina Weibo mining large data resources to bring new value to users.

At the lecture site, Xu Liangje first shared a map of the world made up of Sina Weibo users ' sign-in data. He revealed that Sina Weibo has accumulated more than 600 million attendance data, of which 10% for overseas check-in, the most distributed location is the United States, Britain and so on. and domestic sign up to the north of the main, of which food and beverage sites accounted for 60%, tourist attractions accounted for 20%.

Xu Liangje said that in Sina Weibo 600 million users, 76.5% of the users through the mobile phone, because the mobile phone has the characteristics of real-time, so that information dissemination more transparent, news delay is nearly equal to 0, social media is breaking the barriers of information dissemination.

He cited the Bo Xilai trial as an example, August 22, 2013, China's most important case in nearly 10 years on the Bo Xilai trial, held in Jinan, Shandong, the trial lasted 5 days, the case is sensitive and complex. Jinan, Shandong opened a micro-blog account, the exclusive through the Sina Weibo platform broadcast the entire trial information, a total of 150 micro-blog published, real-time, transparent, clear coverage of the entire trial process.

"First-level forwarding over 400,000 times, the entire process covers hundreds of millions of users." Even the Phoenix satellite TV host in the hands of the phone report trial situation. Xu Liangje said the trial was the first to take place through social media, reducing information errors, increasing the speed of information dissemination and becoming a benchmark case for government use of social media.

Talking about the performance of Sina Weibo in the disaster, Xu Liangje, citing the Yaan earthquake, for example, 3 seconds after the quake, the first related micro-blog appeared on Sina, in 1 minutes 56 seconds, in the disaster area of a microblog users released the first real-time information. During the relief period, Sina Weibo, through lbs positioning, to the Sichuan earthquake-stricken areas of users pushed 1.7 million of fixed-point push information to help users find relatives, transmission relief situation.

Xu Liangje said Sina Weibo has recorded the entire Chinese society over the past 3 years, small to buy a cup of coffee, a shopping experience, to disaster relief, Sina platform accumulated a large number of data, but as a platform operator, how to put so many chaotic data carding, mining, analysis is a great challenge and opportunity.

"Now a lot of companies are talking about big data, but I think Sina is one of those companies that really have big data or the ability to analyze big data." Xu Liangje revealed that today Weibo has precipitated nearly 50 billion relationships between people and the relationship between people, Sina is combing, research this huge relationship map, the future will also be shared with developers.

Xu Liangje said, "with microblogging to travel" is Sina Weibo combined with the first two months of tourism season, Golden Week, the organization of tourism brand activities, sustained nearly 2 months, the entire activity produced nearly 100 million original micro-blog, 300 million people to participate in interaction, Sina Weibo from the excavation of a lot of interesting data. "

For example, the most frequent travellers are Beijing, Guangzhou, Shanghai, the most popular tourist destinations are Thailand, the United States, Japan, the most popular place in Beijing, the more than the younger than the more like tourism, Libra users like to take photos, the most do not like to travel is Aries.

"By studying this data, we can serve each user more accurately." For example, for tourists who have just arrived in Thailand, push local travel information, popular attractions and telephone fee information, and recommend movies, TV dramas and so on to Aries who don't like traveling. "Xu Liangje said that if the micro-Bo on the user's characteristics have a more profound understanding of the ad can be recommended into a beautiful landscape, not just tough advertising.

Xu Liangje revealed that Sina's big data has been practiced in film-arranging films. Now Weibo has a lot of talk about movies every day, and Weibo has become a box-office indicator before a movie is launched. Data analysis has made it possible to predict exactly which movies will be popular at the box office and which ones are unpopular.

Speaking of the open platform, Xu Liangje said, the current Sina open platform has more than 570,000 third-party developers, more than 60,000 sites with Sina Weibo link, covering the film, tourism, shopping, music and many other fields.

"We want to be able to comb the bottom of the data and get through, with partners, third-party developers to the entire China Mobile internet to another climax, the micro-Bo to create an efficient social information and service platform." "Xu Liangje said. (Nan)