通过实时社交媒体分析获得高收视率并赢得大量观众
公司规模
Large Corporate
地区
- America
国家
- Brazil
产品
- IBM Research FAMA solution
- IBM DB2
- IBM Streams
- SoftLayer
技术栈
- Cloud Computing
- Real-time Data Processing
- Social Media Analytics
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Brand Awareness
技术
- 分析与建模 - 实时分析
- 基础设施即服务 (IaaS) - 云计算
适用功能
- 销售与市场营销
用例
- 实时定位系统 (RTLS)
服务
- 云规划/设计/实施服务
- 数据科学服务
关于客户
Grupo Globo 是巴西领先的媒体和娱乐企业，也是全球第二大媒体公司。其电视广播公司 Globo 通过 123 个电视台为超过 1.98 亿巴西人提供服务，并向 190 多个国家/地区提供巴西新闻、体育和娱乐内容。该公司被宣布为 2014 年 FIFA 世界杯的巴西官方电视台，旨在为近 2 亿巴西人提供最丰富的 FIFA 世界杯观看体验。为了实现这一目标，Globo 着手开发一款第二屏移动应用，让球迷能够全程参与比赛。
挑战
Grupo Globo 是巴西领先的媒体和娱乐企业，它面临着移动设备快速普及的挑战。研究表明，电视观众现在平均每小时被智能手机、平板电脑和个人电脑等第二屏幕分散注意力 47 次。对于下一代电视观众——年轻观众来说，这个数字甚至更高。为了鼓励观众在更换设备时继续消费其内容和广告，Globo 决定推出自己的移动应用程序。当该公司宣布成为 2014 年 FIFA 世界杯的巴西官方电视台时，竞争就已经开始，以便在比赛开始前推出新的移动平台。
解决方案
Globo 与 IBM 合作构建了其应用程序的一个关键部分 — 一个用于检测粉丝情绪的“社交温度计”。社交温度计基于 IBM Research 的一款名为 FAMA 的解决方案构建，该解决方案使用 IBM® Streams 近乎实时地捕获来自 Twitter 的传入数据，并将其存储在 IBM DB2® 数据库中。FAMA 解决方案用于“读取”推文，并将其与关键葡萄牙语单词和短语词典进行比较。通过此分析，Globo 可以即时查看正在讨论的主要主题，并自动评估每条推文的情绪，以了解意见是正面的还是负面的。该解决方案使用 SoftLayer® 托管在云中。SoftLayer 提供了所需的灵活计算能力，可以近乎实时地收集和分析数百万条推文，并立即扩展以满足关键比赛期间的额外需求。
运营影响
数量效益
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