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Transcript
Marketing Intelligence Sharing in Japan Nov. 14th, 2007 Fujitsu Laboratories of America, Inc Kunio Matsui Approach for Information Sharing Business Example: Utilizing of CGM Example: Rich Media Sharing Enterprise Online Viral Marketing Business Intelligence Service Internal Info sharing Analysis User Value Added Service Specialization Solution Casting Consumer Example: Promotion Consumer Fujitsu Laboratories of America, Inc. Confidential Producer Enterprise 2 Blog Message Analysis in Japan Collective Intelligenc e Hundred millions of Blog messages Blog Analysis Brand Reputation • • • • • • Competitive Landscape Market Trend Marketing Effectiveness Risk Alerts Analyze what consumers really think through a huge amount of messages View the competitive landscape from multiple perspectives Grasp changes of consumer tastes in real time Assess quickly the effectiveness of marketing campaigns and other activities Get alerted on complaints, PR problems, events triggering negative images, etc. Know who and what are influencing many consumers Fujitsu Laboratories of America, Inc. Confidential 3 Snapshots on BuzzPulse Fujitsu Laboratories of America, Inc. Confidential 4 Real Clients Real Results • Business started in March 2006 • Total Sales in trailing 12 months: $5M Insurance Food & Beverage Broadcasting Real Estate Transportation Automotive Fujitsu Laboratories of America, Inc. Confidential Event & leisure Apparel 5 Business Issues • Long sale cycle to large companies – It takes time for large companies to adopt new marketing methods • Customization – New dictionary is needed for each new market – Needs domain expertise in the new markets • Scalability – Current business model depends on the quality and quantity of consultants – It is difficult to scale up quickly Fujitsu Laboratories of America, Inc. Confidential 6 Next step • Online services for marketers 【Amount of WOM】 【Daily, Weekly, Monthly positive posts】 【Significant Positive words】 Fujitsu Laboratories of America, Inc. Confidential 【Daily, Weekly, Monthly posts】 【Daily, Weekly, Monthly negative posts】 【Significant negative words】 7 8
