Social Interest Graph, Chinese Social Media Experts

1. 2013. 05
WeiResearch
Social Interest Graph
Social Media Insights and Service in China

2. China market is a huge emerging market
 560.4 millions internet users
 420 millions people access internet by mobile
 Chinese outbound travel & tourism market will be 97
millions travelers by the end of 2013
 0.39 million people apply study abroad per year
 World’s 2nd largest luxury market
 Apple’s revenue climbs 8% to $8.2Billion in Q2 2013
What is happening in China

3. Rapid growth of social activity
3
domain Similar sites
Alexa
Global
Rank
Alexa
Rank in
China
Active Users
(Million)
qq.com Facebook.com 9 2 825
weibo.com Twitter.com 27 6 536
youku.com Youtube.com 70 14 170
taobao.com Ebay.com 10 3 370
tmall.com Amazon.com 45 8 180
Billions of data generated in Chinese social media

4.  Establish market & user insights by
 collective social listening
 capturing the trends in consumer behavior
 opinion forming
 Connect consumer needs with business offers by
 Interest-targeting
 Analyzing user behavior on the fly, matching
business offers in real time
 Enable cross-boundary social engagement and
feed rich and dynamic content through social
communication channel (WeChat)
WeiResearch Mission
4

5. WeiResearch Product Line
5
Social Interest
Graph Product
Social Media
Service Product
 Social Listening—Real time
sentiment analysis. Send alert
message automatically by
email or SMS
 Project-based
performance monitor and
report—Measuring program
effectiveness and marketing
efficiency. Collect consumer
opinions, engagement.
Evaluate the scale and depth
of reach and impact
 Interest-based-
advertising—Accurate
advertisement. Deliver
interest-focused advertising
based on real-time analysis of
user social behavior
 WeiResearch Cloud
Analysis Service—Long
term big data storage and
analysis. Determine online
influencers and classify fans
 WeiResearch Social
Mobile Cloud—Establishing
cross boundary social
engagement . Aggregate blogs,
micro-blogs , B2C and C2C
sites as WeChat APP
 WeiResearch System
Integration—Data
integration. Import social
media data into CRM, ERP
system

6. WeiResearch Technologies
Social Media
ROI
Advertisement
driven by
interest graph
Social media big
data analysis
Combine semantic web to social media
Our Team members come from
6
Opinion mining enhanced by semantic
role labeling can be used not only
Chinese but also Japanese.
Natural
Language
Parser
Ontology
Analysis
Chinese lexicons,
tree banks and
tag of speech
Semantic knowledge
based on reasoning and
inference engine
optimized for
advertisement
Precise, Effective, Intelligent

7. 7
Social Interest Graph Product
Social Media Listening
Project-based Performance
Monitor and Report
Interest-based-advertising

8. Social Media Listening
88
 Social listening. China's social environment monitoring
and analysis
 Environmental scan (i.e. hot topics, opinion leaders, brand
and product collecting) based on social insights
 Market trends watch(i.e. what brands or products are
popular and getting more traction)
 Product features
 Depth demographic
 Real time share of voice sentiment analysis
 Data download as PDF or CSV
 Automatic alert by SMS and email
 Influence analysis

9. Social Listening Preview
9
 Demographic (i.e. gender, income, activeness and social
media level)
Activeness Gender
Social
media level
Income
(RMB)

10. Social Listening Preview
10
 Depth demographic (i.e. education, mobile client)
Mobile Client
(i.e. iPhone, Android,
BlackBerry, Symbian)
education level
(i.e. bachelor, master, PhD)

11. Social Listening Preview
11
 Share of voice volume time line
 Sentiment analysis
Positive and
Negative
6 basic emotions
• Happiness
• Anger
• Fear
• Sadness
• Boringness
• Willingness

12. Data download as PDF or CSV
12
 Download as PDF
 Download as CSV

13. Influence Analysis
13
 Real time influence analysis

14. Project-based advanced report
14
 Advanced social listening
 User and group insights
 Behavior oral characteristics
 Aggregated interests
 Brand, product perception. (i.e. what users want/
share / discuss / like / dislike)
 Competition analysis: strength/weakness, changes of
views
 Product features
 Social media evaluation
 Share of voice time line
 Product features opinion mining
 Search engine index and social media index comparison

15. Social marketing report data source
15
The web sites we covered
No. Media Type Quantity
1 News sites and government sites 131
2 Specialized media sites 84
3 Micro blog
Weibo.com,
t.qq.com
4 Discussion 4,500,000+
5 News paper, video sites 187
6 E-commerce sites 117

16. 1616
Burj Dubai2010(@迪拜塔2010) has more than 20,000 fans at Sina Weibo, and average reply count
is 11.78, has more male fans and the fans generation are mainly after 80s.
The Most Influential KOL Analysis
Burj Dubai2010（@迪拜塔2010）
http://weibo.com/1157877463
Attention 898
Fans 22037
Weibo 653
Average Reply 11.78
Fans Classification ：
Livings15.8% Economics 3.1%
Politics 2.3%
Male
57%
Female
43%
Gender Distribution
0.00% 2.08%
38.58%
0.26% 0.00% 0.07%
0.00%
20.00%
40.00%
Post 00s Post 90s Post 80s Post 70s Post 60s Post 50s
Age Distribution
Social media evaluation

17. Mention volume on comparison
Mention volume change analysis: the influence of local news and activities
Based on the data statistics, the mentions of London is 126 times the Dubai mentions, but the
mention volume of London is only 7 times Dubai, so Dubai has more influences than London
500,000
1,500,000
2,500,000
3,500,000
4,500,000
5,500,000
6,500,000
7,500,000
Nov Dec Jan Feb Mar April
Dubai LondonMention
Volume
1 2
3
4

18. Keywords cloud
18
Regional Keywords Cloud Comparison Last 6 Months
Dubai is known as a city of dreams, and recently the mention volume increased a lot by the news that a
man is expelled from the country because he is too handsome, so the city is also recognized as a place
people are handsome and pretty. Also the luxury hotel Burj-al-Arab, police patrol by driving
Lamborghini contribute many mentions. No negative news.
The London highest mention volume keyword is gold stock price collapse, and people is panic buying
gold. Also the lonely silhouette in subway, Mrs.Thatcher and her soft ice scream, London fashion
contributes many mentions. No negative news.
Shortage of Water
Luxury
Burjuman
Burj-al-Arab
Ferris WheelCity of Dreams
Lamborghini
Handsome Man
Fabulous Princes
Green Building
Dubai Keywords Cloud London Keywords
Cloud
Subway
anish kapoor
London Express
Marathon
Ice Scream
Mrs Thatcher
British Style
London Fasion
Gold Stock Price
London Eye
Guinness World
Records
VS

19. 19
Satisfaction comparison
Satisfaction matrix
The satisfaction matrix is mainly built on the analysis of huge
mount of social media data from micro blog. The analysis
leverages the machine learning technology, and classify different
people into different classification based on what they have said in
micro blog.
With more than 5 million sample accounts, it’s quite accurate to
classify any person based on their micro blog content.

20. 20
Public sentiment focus and satisfaction
For Dubai, netizens are most satisfied by tour, the next is news.
For London, netitzens are most satisfied by news, which Mrs. Thatcher plays a very important role
For hotels, Dubai hotel satisfaction than London, the peculiar shape of the Burj Al Arab Hotel, the
hotel has played an important role. For emotions and Reverse emotional.
User satisfaction：Netizens are quite satisfied about tour in Dubai
0%
25%
50%
Dubai London
Tour News Shopping Hotel ActivitySatisfaction

21. Monitor report preview
21

22. Interest-targeting advertising
222222
 Delivering Interest-focused advertising based on real-
time analysis of user social behavior
 Target audiences analysis
 Online influencer analysis
 Advertising based on target audiences

23. 目标
用户
目标
用户
目标
用户
目标
用户
目标
用户
目标
用户
目标
用户
目标
用户
Target audiences filter
23
Active audience
filter
Key opinions lead
evaluation
Target audience
analysis
目标
用户
WeiResearch Social
Media Tools

24. 24
Social Media Service Product
 WeiResearch Cloud Big Data Analysis
 WeiResearch Social Mobile Service
 WeiResearch Social Media System Integration

25. WeiResearch social interest graph
25
Choice
Social
graph
Personality

26. WeChat O2O CRM Service
26
• WeChat is the China "Whatsapp", developed by Tencent.
Clients are available for Android, iPhone, BlackBerry,
Windows Phone and Symbian platform.
• Mar, 2013, WeChat has 194.4 million active users, and
more than 300 million registered users.
• It has big influence in Mainland China, HK, Taiwan,
South-East Asia, Chinese People areas around the world
and westerners.

27. WeiResearch Chat
Robot
Intelligence O2O Integration
CRM
System
Weixin
t.qq.com
weibo
Authorized data
import and
exchange Semantic SoLoMo
Application
Offline
WeiResearch
Big data
Location
Mobile
Social
O2O Business Needs

28.  Semantic Knowledge Base
 100 thousands triples optimized for advertisement fields
 540 thousands Chinese lexicons, with part of speech
 35 thousands syntactical definitions, with treebank
 NetizenCache
 30 million interest graphs for active netizens
 High Speed Flash Storage Optimized for Social Media
 Short reaction time
 Optimized for unstructured data
 Profession team
 3 PhDs are working at machine learning, nature language
parser and semantic search
 All developers with master degree on computer science or
related field
WeiResearch API
28

29.  SSO interest graph API Deployment
 1 working day to deploy JavaScript API
 1 month to do performance test
 WeiResearch Cloud Deployment 3 month
 Recommendation engine Installation
 Knowledge base on load
 NetizenCache deployment
 JavaScript API
Implement plan
29

30. WeiResearch Big Data Solution
30
Unstructured Data Semi-Structured Data
DFS HDFS NoSQL
Structured Data
RDB
Real Time Event ETLMap Reduce
Streaming Engine Mining Engine
Reporting/Dashboard BI/Social Applications
Advanced
Analysis
Hardwar
e
Big
Data
Cluster
Memor
y
Analysi
s

31. WeiResearch Big Data Hardware
31
Disk
CPU CPU Storage Class
Memory (SCM)
Attribute DRAM
FlashMAX
SCM
Storage-class
SATA/SAS SSDs
Disk
Capacity 10% of SCM 200 GB – 2 TB 200 – 1 TB 1 – 10 TB
Read performance
10x 1x 25% of SCM 1% of SCM
Write performance
Persistence No Yes Yes Yes
SATA/S
AS SSDs
PCIe
SSDs
FlashMA
X
SCM
Thanks for Virident

32. About WeiResearch

33. WeiResearch’s Customers
33

34.  Tencent Inc. is one of largest comprehensive Internet service
company in China, include instant messenger, mobile
messaging service, social networks, web portals, online
games.
 As of Mar 2013, the instant messenger Tecent QQ has 825.4
million active user accounts, and the number of
simultaneously online QQ accounts has sometimes reached
173 million.
 The mobile messaging service, WeChat, has 194.4 million
active user accounts and the application download is in top 3
apps in apple store and android market of China.
 Social network, QZone, 611 million active user accounts, the
largest social network in China. web portal, qq.com,
 Alexa rank is #2 in China and #9 worldwide. Online games,
QQ games, has exceeded 9.2 million user online
simultaneously in some time point
Appendix Tencent
34

35.  Sina Weibo, the largest micro blogging website of China, with
a similar market penetration as Twitter
 Alexa rank China #6, worldwide #27, launched by SINA
corporation on 14 August 2009, has 536 million registered
users by Mar. 2013, and the average active online users are
49.8 million everyday.
Appendix weibo.com
35

36.  Youku is the China "YouTube", the second largest video site
in the world with a alexa ranking just after YouTube. and No.
1 in China Internet video hosting service.
 As of Mar. 2013, youku has more than 100 million monthly
active users, videos play 170 million times per day, and
average video watching time for each user is more than 70
minutes every day.
Appendix youku.com
36

37.  Tmall is the largest B2C online retail platform in China,
operated by Alibaba Group.
 As of Mar 2013, tmall has 48.5% share of China B2C
market, more than 70,000 international and Chinese brands
from more than 50,000 merchants and serves more than 180
million buyers.
Appendix tmall.com
37

38. Thank you