SMMART is a social media marketing analysis tool that uses Solr, Hadoop, and Amazon EC2 to provide large-scale data processing and storage. It crawls social media data using Nutch, parses the content, and indexes it in an Apache Solr index. The tool allows users to discover insights from social media at scale and track the impact of marketing activities. Cierzo Development, located in Spain, created SMMART and provides social media monitoring and reputation management services to its clients.

1. SMMART FOR PARTNERS
Social Media Scheduler based on
Solr + Hadoop + Amazon EC2
Pablo Aragón
Cierzo Development

2. CIERZO DEVELOPMENT
Located in the European Centre of Innovating
Enterprises of Aragon, Zaragoza (Spain)
Research + Development

3. Social Media Marketing Analysis Tool
What is said about your product in Internet?
Who says what?
What is the impact on your sales?
SMMART

4. •

5. • More than 10% of the benchmark stock market
index of Madrid
• Interactive Advertising Bureau recommends
SMMART
• Managing the biggest Social Media Marketing
Spanish Community in Linkedin
LEADING SPANISH SOCIAL MEDIA MARKETING

6. Meeting between most popular Spanish bloggers
and the Ministry of Culture
SOCIAL MEDIA IMPACT

7. Retrieving
Definining an
action plan
Participating in
the conversation
Cierzo Development
SOCIAL MARKETING PERFORMANCE

8. SMMART FOR PARTNERS
HDFSMapReduce
Hadoop
SMMART FOR PARTNERS
AMAZON EC2
Apache SolrParserNutch
SMMART FOR PARTNERS
provides data for SMMART
MINING ECOSYSTEM

9. How many pages make up
social media at this exact point?
How is it growing?
SMMART FOR PARTNERS: Large data volumes

10. SMMART FOR PARTNERS: AMAZON EC2
HDFSMapReduce
Hadoop
SMMART FOR PARTNERS
AMAZON EC2
Apache SolrParserNutch
Scalable infrastructure for storage,
transfer and computing on demand

11. High fault tolerance
Optimizing Memory
Reducing Cost
SMMART FOR PARTNERS: HADOOP
HDFSMapReduce
Hadoop
SMMART FOR PARTNERS
AMAZON EC2
Apache SolrParserNutch

12. Based on Nutch
Metadata
Language
Kind of source
Parse
Outlinks extraction
Generator
Rejection
SMMART FOR PARTNERS: CRAWLING
HDFSMapReduce
Hadoop
SMMART FOR PARTNERS
AMAZON EC2
Apache SolrParserNutch

13. Social Media Parser
extracts the concrete
data from social
media contents
SMMART FOR PARTNERS: PARSING
HDFSMapReduce
Hadoop
SMMART FOR PARTNERS
AMAZON EC2
Apache SolrParserNutch

14. SMMART FOR PARTNERS
API opens the door to the
Spanish Social Media, indexed
in an Apache Solr Index
SMMART FOR PARTNERS: INDEXING
HDFSMapReduce
Hadoop
SMMART FOR PARTNERS
AMAZON EC2
Apache SolrParserNutch

16. Discovering Learning Suite.
Experience and enjoy the power to teach SMMART to search for
content by examples, NOT with the antiquated system based on full-
text keywords.
Content and semantic analysis workbench.
Smart approach that blends automated semantic analysis and human
data. SMMART integrates this powerful module for performing
statistical analysis and semantic content so you can get an overview
about what is happening
MINING PRODUCTS

18. Usually online reputation is in the hands of a specialized
agency or a Comunity Manager within the company. The
requirements are clear:
• Perform qualitative analysis and strategic data
• CRM managed through contacts with media and bloggers
• Measure the impact of marketing events and activities
• Report doing tasks that will
MINING PRODUCTS (II)

19. Campaign designer
We often lack information about who is who, what are the influencers, who could be contacted. With
the campaign module designer you can easily identify the most relevant media. It is really the first step
of a strategy for successful social media marketing!
Real-time reporting system
Alerts, graphic information, export to Excel or PDF, custom views. Our system of real-time reporting
allows you to deliver high value-added services in real time.
Multimedia labs
Soon SMMART will integrate powerful multimedia features that will revolutionize the way we do
internet marketing. We do not report media appearances, we want to signal business opportunities to
our clients.
SMMART MINING ECOSYSTEM

20. • High scalability
• Customized Solutions
• NOT only Spain
CONCLUSIONS…

21. THANKS FOR YOUR ATTENTION