Facebook and Big Data Insights

Facebook live is a new addition to the social networks. It allows users to record videos and broadcast live to friends and followers. Although the live broadcast is not a brand-new thing, it receives huge success in Facebook. The database of Facebook is enormous and outstanding, which brings valuable big data insights.

 

Facebook, Big Data Algorithm

 

big data insights 2

 

There are over 2.27 billion monthly active Facebook users for Q3 2018. (Source: Facebook 10/30/18). Facebook is the world’s most popular social media with more than two billion monthly active users worldwide. Facebook stores large amounts of data. It’s predicted that there will be more than 170 million Facebook users in the United States by 2018. Facebook is too big to ignore.

 

There are thousands of posts that might be displayed in the user’s News Feed. The algorithm analysis these posts and arranges their order according to the preference and relevance of users. The Facebook algorithm is constantly improving, in order to provide a good experience for users. Facebook prioritizes posts from family and friends over public because they treasure the connection of person to person.

 

Facebook, Big Data Insights

 

Every activities and engagement such as clicking, browsing, like, sharing, follow and etc. They are being collected and monitored by Facebook. Those data became valuable assets of the big database. The big data analysis produces insights. Insights can accurately foresee the user’s interests. Therefore, we can always see the most related post up front. Facebook live apply the same mechanism. In the News Feed, those videos we interest the most will be prioritized.

 

The emergence of Facebook Live has made the “personal TV station” no longer an obstacle. Everyone with a Smartphone can manage their personal TV channel. Facebook tracks its users by cookies. If a user is logged into Facebook, Facebook can track every site they visited. Facebook grasp the technology of facial recognition which presents its skills in photo tagging and image management.

 

 

 

big data insights 3

TVmost and Facebook

 

TVmost anniversary award broadcasted live on the free TV network ViuTV, which announced the cooperation between online media and traditional media in content and distribution. The TV online station owns over 7 hundred thousand followers on Facebook. It is a big asset to TVmost. All it has to do is a one-time authorization from fans. It allows TVmost to access fans’ Facebook profile and personal information such as gender, age, location, and ETC. The insights it brings assist TVmost to understand the interests and the characteristics of fans. It benefits TVmost to strengthen their digital marketing services.

 

The success of Facebook live and TVmost emphasizes the importance of Big Data insights. It helps to improve the customer experience and customer loyalty. Adopting of Big Data solutions helps analyze customer interests and consumption behaviors across multiple channels to determine when, where and how customers are most likely to buy.

 

Other articles:

 

Social CRM: Game Changer

Big Data Analysis-CRM Big Data

Big Data Analysis- Collection

 

Extended reading:

 

Understand your customers better with big data

Will Big Data Finally Turn CRM Into Something Truly Valuable?

What Is Social Marketing? And How Does It Work?

How Big Data Change Journalism?

Journalism is the activities of gathering, evaluating, creating, and news and information delivery. It requires verification, accuracy, and creativity. The recent development of communication and mobile technology made the process more efficient and influential. The evolution does not stop there. The emergence of Big Data may once again alter the game rules of journalism.

 

Big Data and Article Screening System

 

big data

 

Lifehack is a leading online media. It produces articles daily, which about making things easier and better in every aspect. It provides practical and adaptable knowledge dedicated to improving Health, happiness, productivity, relationships.

 

The monthly page views of Lifehack in 2017 exceeded 20 million. It has over 1 million followers on Facebook. However, the company has only a dozen people operating, most of which are IT programmers. Leon is the founder of Lifehack. He chose English as the language of the online media at the beginning, therefore the readers extended to English speakers worldwide.

 

big data

example of Lifehack’s article

 

Leon used Big Data to further expand Lifehack. Leon had a programmer created an “Article Screening Automatic System.’’ It monitored the vastly updated articles on more than 200 of the world’s most popular online media. It estimated the popularity of each article, by calculating the number of Like and Share in social media. The system highlighted the articles automatically once it qualified.

 

The editor Anna was responsible to interpret the results. She grasped and studied the themes, structure, and style of those popular articles. She anglicized them and integrated a manuscript, then sent out to their writers. The manuscript was more like a guiding book, which includes the suggestions on writing directions, styles, and keywords. It adopted the Big Data concept gathering mass data from the internet. It spotted out successful popular articles automatically, which reduced labor force. We called it Data Driven Journalism.

 

 

SEO Results Supervisor: Robot

 

Lifehack further developed a ‘Robot’ system for internal supervising and analysis purposes. Robot monitored the SEO ’‘search engine optimization’’ results and scored them based on their popularity. The good or bad standard toward an article was subjective. The Robot made it an evaluable and objective scoring system. Lifehack exploited the A/B choice to determine the best writing scheme. Lifehack published A and B version under the same topic, then Robot compared the SEO results. Journalism shift from editor-driven to data-driven. The change is controversial. Some argue that themes and style are being influenced by Big Data, which endanger creativity and diversity. Let’s see some headlines we can find in Lifehack.

 

‘’ 7 Simple Hacks To Make Your Days In The Kitchen Easier、10 Effective Leg Exercises You Can Do On The Couch、7 Easy Body Language Tricks to Help You Get Over Anger and Get You Back to Feeling Great and etc.’’

Above headline’s style are quite similar. Styles become singular and dull.

 

The consequence of data-driven journalism is that labor is being replaced by AI. Bad news for employees but absolutely good news to entrepreneurs. An automatically accurate system brings insights on customer’s interest. It allows understanding the demands of your market while improving your work to satisfy the needs of customers.

 

Other articles:

 

CRM System, Improved and Evolved

Social CRM: Game Changer

Big Data Analysis-CRM Big Data

Big Data Analysis- Collection

 

Extended reading:

 

Understand your customers better with big data

Will Big Data Finally Turn CRM Into Something Truly Valuable?

What Is Social Marketing? And How Does It Work?

Social CRM: Game Changer

Customer Relationship Management System (CRM) is a system to manage current and potential customers. It usually makes use of the incentive program and membership program to attract customers, thereby enhancing revisit rate and customer loyalty. The system collects data from members and customers to conduct big data analysis. Today it isn’t enough! You have to collect the ‘’Fans’ ‘data as well. We call it Social CRM.

 

Social CRM

Social CRM-Fans to Customers

 

‘’Fans’’ is a new keyword which emerges in recent years. Fans are potential customers who have interest in the products or services. The keyword “fans” is closely related to social media. Many merchants start running their own Facebook, Twitter, YouTube, We Chat and etc. Social media allows footprint collection and interaction with fans. You can engage with fans and ‘get likes’ to increase loyal customers.

 

Social CRM: Low Conversion Rate?

 

Just recently, I was invited to ’like’ and ‘follow’ a Facebook page by a restaurant. As a return, it offered a cocktail for free. I believe everyone shares the same experience right? Shops offer discounts to induce fans on Facebook, and most people will do that. However how many of you un-follow the Facebook page afterward? The promotion is effective but only work for a while. Only a few fans will keep following the Facebook page. Therefore, the conversion rate is low while the cost can be quite expensive.

’Content’ and ‘engagement’ is the foundation of Social CRM. Fans may leave you once they found your content not interesting. Continued engagement is more important than discounts. Instead of spending money to offer discounts, it is more effective to spend resources to enrich your content.

 

Social CRM-Big Data

 

Social Marketing is the trend of the times. Many enterprises reduce traditional media advertising and spend more resources on Social Media. They made videos, info-graphic, text to interact with fans. Fans and visitors response and sometimes even engage with you.

Those engagements from fans are valuable data, which represents the consumption behavior and preference. Don’t waste them! What you need is an automatic CRM system which allows data analysis, data collection, continued monitoring and prediction. Like Google Ads, they collect your footprint and cookies on internet, analysis and then deliver related advertisements. If you search shoes on the internet then you will most likely see a shoe advertisement on Facebook.

Social CRM allows enterprises to engage with fans and customers across multiple channels. This is precious because it understands of customer needs more effectively than more marketing research ever could. Social CRM is redefining customer relationships management and also reshaping long-standing business processes.

 

Other articles:

 

Big Data Analysis-CRM Big Data

Big Data Analysis- Collection

 

Extended reading:

 

Understand your customers better with big data

Will Big Data Finally Turn CRM Into Something Truly Valuable?

What Is Social Marketing? And How Does It Work?

Big Data Analysis-CRM Big Data

Some may see Big Data as something distant and complicated therefore not applicable to small and medium enterprises. The truth is Big Data can be practical and profitable. We can use the CRM (customer relationship management) system to practice big data analysis. Let’s see an example of CRM Big Data.

CRM Big Data

 

Akindo Sushiro is one of Japan’s number one chain sushi restaurants with more than 440 stores nationwide. It takes the lead in implanting wafers under sushi plates to calculate the distance travel by sushi on the slewing belt. Each dish of sushi walking at a predetermined distance will be withdrawn to maintain the freshness of the food to guarantee the quality.

In June 2015, Merchant Sushi Lang launched a Smartphone app (App), allowing guests to book a table through the app. Guests enter the telephone number, region and schedule time. The app will display the waiting time of all the stores in the area. The app will then issue a reservation number. Once the customers arrive at the store at the preserved time, they key in the reservation number on the electronic board outside the store. The electronic board receives the message and the seat will be arranged.

 

CRM Big Data-Collecting Effectively

 

This app solves the problem of long waiting time, also making the booking much easier. It benefits customers and most importantly, customers are giving out their information willingly.

Some guests may provide false information in phone or paper during the registration and booking, which affects the accuracy of big data analysis.

By using the Smartphone app’s online booking system, guests can learn the availability of the table, obtain the reservation number and compare the waiting time between different restaurants. The popup notification function is also available. The app notifies users once the table is ready. These user-friendly and convenient functions successfully motivate lots of guests to download the app. They are now happy to leave their true information like phone number, GPS location, age in order to place the booking, which guarantees the validity of the data.

 

CRM Big Data-Analysis and Insights

 

The app includes membership program, promotions, and coupons. This package offers not only discounts but also a more convenient and easier way which saves time for guests. All they need to do is to download and register. When the app became more mature and smooth, they further released the take-out service function. This required customer to provide more detailed personal information like the delivery address. Address of your customers can be very useful because it can tell whether it is a business or residential. It indicates the income level of your customers which suggest which groups you should target on.

The merchant’s CRM System integrates the guest’s data and carries out an analysis. The system tracks customers all activities like which store he went to, how many people visited, when did he enter, when did he left, what did he eat, how much he spent, did he use any coupons, did he click the promotions/advertisements through the app and etc.

Once the guest books through the app again, the data management systems will analysis the previous consumption data and conduct preliminary data mining and analysis. The app will offer custom, unique and attractive member discounts which base on the customer’s preference. In other words, every guest may receive different member discounts. If the CRM system detects a customer prefer salmon than tonguefish, the app delivers promotions on salmon more often. This is so-called Precision Marketing or Targeting Marketing, which significantly increases marketing successful rate.

CRM big data 3

 

Know Yourself, Know Your Customers. CRM Big Data assists you to draw up successful marketing strategies and giving you insights on managing existing customers.  Small, medium and big enterprises can utilize the advantages of CRM system through big data analysis.

 

 

Other articles:

 

Big Data Analysis- Collection

 

Extended reading:

 

Understand your customers better with big data

Will Big Data Finally Turn CRM Into Something Truly Valuable?

What Is Social Marketing? And How Does It Work?

大數據銷售-比顧客自己更了解顧客(下)

或者我們舉出一個更具體的例子,說明-大數據銷售-分析如何捕捉客人的喜好。Netflix 影片推薦系統就是大數據分析與CRM(客戶關係管理)結合的例子。它容許Netflix 使用更有效率的方式,把適合的內容,推薦給有興趣的特定客群。精準內容推薦或者精準行銷並不是一件新鮮的事,Amazon、Facebook、Google 都是使用用戶歷史行為資料,來推薦商品或產出個人化客製化的頁面,以優化使用者體驗。

 

大數據銷售-演算法先知系統

 

但這件事對 Netflix 非常重要,因為在使用影音串流平台時,大多數的用戶是漫無目的尋找能打發時間的電視節目,如果Netflix 無法在短時間內精準推薦用戶喜愛的影片,用戶很容易就被別的平台或傳統電視吸引走而流失。根據 Netflix 2015 年發表的報告 ,80% 的用戶觀看時數都是靠推介而得來的。

為了滿足不同口味的用戶們,Netflix 一直致力於優化推薦演算法。而優化推薦演算法的最有效方法,便是進行大數據分析(big data analysis) 解剖客人的口味和消費模式。

在過去,Netflix 試圖去預測每位用戶對於每部影片的評價 (分數 1-5),藉此推薦用戶可能感到有興趣的內容。不過隨著 Netflix 掌握更多用戶行為資料 (包括用戶觀看的內容、使用設備、收看時間、觀看頻率和長度、觀看地點、性別等等),現在更以機器學習 (Machine Learning) 來進行大數據分析,並以此為基礎建立推薦演算法,對預測顧客喜好行為相當有幫助,例如:觀看影片的順序、不同因素之間的交互作用等等。

 

大數據銷售-客制化的推薦界面

 

Netflix 的用戶都知道,Netflix 的首頁是由不同主題的影片列組成的,這些主題選擇、影片挑選、排列順序背後便是由不同的演算法推算出來,成為一個個客制化的推薦界面。例如,先找出喜好恐怖片類的的用戶,藉此推斷這類觀眾會喜愛與此相關影片。

演算法除了應用在推薦影片之外,其實 Netflix 更加依照個人興趣來客製化電影海報和圖片。如果用戶 A 曾看過較多奧瑪·花曼(Uma Karuna Thurman)的影片,那麼演算法會判斷用戶A 是Uma 的粉絲,因此會將Uma 優先展現在電影的海報上,提高影片對於指定客群的吸引力。

 

大數據銷售

奧瑪·花曼

 

 

Netflix針對每天過百萬次的搜尋、評價、以千萬計的播放量進行觀測,整個過程的搜尋、點擊、播放、暫停、快轉、罷看、重播、添加書籤、正負評價,都會被視為事件紀錄在系統當中。同時整合地理位置、使用收看裝置、收視率、社交媒體分享等,通過大數據分析和的演算法,Netflix就可以精準分析與理解觀眾的收視習慣,判斷有那些內容比較受到會員的青睞,根據這項結果Netflix的推薦引擎可以激發觀眾的興趣,協助每個人快速找到自己想看的內容。

 

大數據銷售-利用CRM會員系統

 

提供限期優惠是吸引客人登記成為會員的有效方法,但如果登記會員程序若過於繁複,會令人望而卻步。在會員系統上,Netflix 善用APPLE這個戰略伙伴。Netflix 容許Apple TV 機頂盒用戶直接連接並註冊Netflix,用戶亦能夠透過iTunes帳戶來支付服務費用。這除了可以節省客戶登記時間、登記手續和付款時間外,更加是一個訪問接觸Apple龐大客戶群的重要商機。最重要一點,是做到神不知鬼不覺地收集客戶數據。最佳的收集數據方法,從來是讓客人自願地提供。利用CRM會員系統,與社交帳號或者APPLE帳號的連結大大加快登記程序,提供多一個便利客人的誘因,便能成功增加客人忠誠度。

總結來說,如果企業能藉由大數據分析,結合CRM系統,能精準地將推銷優惠內容呈現給最適合的顧客,必定能大幅提升客人消費體驗。如此一來,用戶也就有更大的誘因繼續留在你的企業上,而不會輕易被新進業者的低價促銷或大製作內容吸引走。更重要的是,一個優惠推廣或者銷售策略,並不能針對所有的客人,由於每個客人都是獨一無二的,只有能掌握每位觀眾的喜好,才有機會趁勢而起提高銷售命中。

 

其他大數據銷售故事:

大數據分析-比顧客自己更了解顧客(上)

大數據行銷-是捕捉客人的真命天子?

客戶關係管理-邂逅大數據

從粉底說數據行銷

數據行銷第一步

延伸閱讀

Understand your customers better with big data

Will Big Data Finally Turn CRM Into Something Truly Valuable?

What Is Social Marketing? And How Does It Work?