What can be done in the post-World Cup era data?

The 2014 World Cup has been the curtain, but the major media on the World Cup review, comments still do not do. From the numerous comments and reports, it is not difficult to find that at this World Cup, large data has become a widely discussed key words.

From a technical point of view, the Brazilian World Cup is indeed a big data-built World Cup. On the one hand, in the internet age, mobile terminals and social media platform to narrow the distance between the audience and the World Cup, improve the audience's attention and participation, creating a huge amount of new data. According to statistics. 2014 Brazil World Cup's attention rate is 1.5 times times higher than the last. In the event of fans watching the World Cup, "online spit, discussion" became the most popular fans "eat, drink", "chat with people around, discuss" the most activities. Almost every game generates tens of millions of of discussions on the web and produces hundreds of millions of comments and forwards in social media. On the other hand, with large data of the east wind, many companies are also involved in the World Cup wrestling, such as Goldman Sachs, gold and so on, from the point of view of the data to interpret the World Cup, predict the results of the game.

But the lively, after the World Cup, the big data can bring about how much change, what kind of impact, is the post World Cup era, it is worth our thinking.

As a leader in the domestic new media, in the preparations for the World Cup, Tencent hopes to break through the traditional media reporting mode, unique in content innovation, from the numerous media to stand out from the World Cup, to attract more fans attention. In the era of information explosion, the quality of judging a story is no longer just a matter of whether the media has exclusive data or whether the content covers all the facts, but how the media can understand the fans. In order to tap the fans ' real needs and create a reporting perspective that meets the expectations of fans and is different from others, Tencent chooses to work with IBM to take advantage of social data analysis and cloud computing technology, from real-time analysis of event information, deep excavation of fan behavior and personality, and insight into hot topics. Collect and analyze the fans ' comments, opinions, voices in social networks, and integrate the analysis results into their own content, and use large data to guide the reporting mode and content output, and develop a new mode of cooperation between science and technology and media.

For example, the July 8 World Cup, the results from the semantic analysis showed that fans of the four strong support to the highest in Germany, Argentina, the Netherlands and Brazil in descending order. Compared with the results of the July 14 final, the ranking is exactly the same as the final four teams. It can be said that, as early as the week before the finals, Chinese fans have been ahead of 100% accuracy rate predicted the final four results. After the game, fans commented that if everyone read the report of Tencent and then buy lottery tickets, it is estimated that the sky.

And in the analysis of fan behavior personality, through social data analysis and large five personality analysis (Big 5 personality), Tencent based on the unique personality characteristics of different star fans, creating fans portrait, sparked a comparison between fans and hot discussion. For example, Essio and unrestrained Ronaldo fans mostly female, fan personality and Ronaldo, the character of the appearance of outward-looking, cognitive open characteristics. And the low-key and introverted Messi, his fans are also one-sided display of sensitive, glass-minded personality characteristics.

In terms of insight into fan heat, but also based on social data analysis, IBM for Tencent screened out hundreds of hot words, real time for Tencent's World Cup report "burst". For example, in Germany vs Brazil on July 10, the Brazilian team in a short span of 29 minutes, they were hit by the Germanic chariot of the pieces, and eventually defeated by 7-1 of the score, shocked the world, many fans pain tears. Fans have used "shame", "tragedy", "wash the host" to express their hearts of grief and dissatisfaction. Tencent also timely capture such analysis results, the first time to produce a targeted content.

As the emerging internet giant in China, the World Cup report is the first time Tencent to use social data analysis of the insights to guide the content of the report, the fans, the audience into the original editorial reporting system, free from the traditional one-way mode of communication, to achieve a good content with the audience interaction and complementarity. According to Tsinghua University Media Research Laboratory released data show that the World Cup 64 games, mobile end 48.9% users preferred Tencent video client access to image content, PC-side 65.4% users preferred Tencent video. In the user information access channel, Tencent News client penetration rate reached 53.3%, daily UV2226 million, a full lead in other network platforms.

However, from football to business, from media to business, social data analysis has been widely applied to different industries and has achieved new business value. Tencent and technology cooperation model, can also be in various industries by extension. Using social data analysis, for example, companies can pinpoint customers or potential customers in massive social media data, and have a clear grasp of the characteristics and potential needs of different customers through large data analyses of their social network language and behavior. Like the fan portrait shown in the Tencent World Cup report, the use of social data analysis and personality models to analyze the positioning of clients on social media, can be very precise and meticulous. Based on this, companies can develop more accurate marketing strategies to provide more accurate services and information to different customers on social networks, dramatically boosting marketing efficiency and customer experience.