With the spread of social media (SNS), a huge amount of consumer voices are posted on SNS every day. An increasing number of companies are analyzing big data collected on a two-way network that is evolving day by day in real time and utilizing it in their businesses.
Utilization of social big data, which can utilize the voice of consumers in marketing, will be indispensable for the future growth of companies.
Here, we will introduce the marketing utilization of social big data.
Benefits of using social big data
Since social big data collects data posted on SNS, it has the advantage of being able to analyze data even if there is no data owned by the company.
You can collect the data to be surveyed from various SNS such as Twitter, Instagram, YouTube, and blogs.
In addition, in these days when information leakage and handling of personal information data are becoming stricter, the cost of dealing with information leakage risk cannot be underestimated.
The extremely low risk of information leakage is also an advantage of using social data.
Our social listening tool can collect data for up to the past 51 months, so you can monitor the market over the long term.
You can also analyze changes in trends and negative / positive emotional changes to them.
Visualize consumer trends and trends
It can also be found from social big data that the interest of tourists visiting US, especially tourists from other countries, has changed from “consumption of goods” to “consumption of things”.
Until now, the content and places posted on the SNS of tourists visiting US have been concentrated in urban areas where many products and stores purchased by them are gathered. However, as trends have changed, more posts have been posted about what we have experienced.
In addition, the areas where posts are posted are also decentralized, and you can see changes in the trends of tourists visiting US, such as an increase in posts from tourist destinations that are not well known in US.
The advantage of social big data is to be quick to notice such trends and changes in consumer trends.
Predicting consumer behavior from social big data, recognizing changes quickly, and developing businesses that meet needs are becoming more important regardless of the size of the company.
In addition, by analyzing the voices of consumers on SNS over the long term, it is possible to predict in a long range market trends such as whether the current hit products are continuous or temporary trends. For example, let’s say you’ve analyzed posts about sweets that are explosively popular among women in their teens and twenties over the past few years.
If user posts are gradually increasing over the long term and the content is positive, it is predicted that it is likely to increase in the future.
Analysis of images posted on SNS
In recent SNS, the mainstream of communication is changing from text to image. Along with that, the importance of image analysis in SNS analysis is also increasing.
In social big data image analysis, you can visualize the usage scene of a product by analyzing the photo of the product and determining the location.
For example, consider the case of soft drinks.
If there are many pictures of indoors and furniture, it can be judged that “many people drink in the house”, and if there are many pictures of outdoors, it can be judged that “they prefer to drink outdoors”. I will.
Furthermore, if there are many pictures of people wearing sportswear, it is possible to clarify the actual usage scene by analyzing the images in detail, such as “It is often drunk when playing sports”. ..
By analyzing images from a large amount of social big data, it is possible to clarify trends in usage scenes.
Utilizing such analysis data to improve product sales promotion creatives and promotion timing will lead to an increase in profits.
For example, it is possible to clarify how much a baseball stadium billboard is visible to consumers by analyzing images of photos posted on SNS.
By learning specific images such as company logos and advertisements, we extract posts related to them. This makes it possible to verify the effectiveness of the advertisement’s exposure as expected, and to consider advertising in a more exposed place.
It is also possible to measure the effect of the advertisement being reflected in the image and posted on SNS to the extent that it is spread to consumers who have not visited the stadium.