Nov. 14th, 2007Fujitsu Laboratories of America, Inc

Marketing Intelligence Sharingin Japan

Kunio Matsui

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Consumer

Enterprise

Consumer Enterprise

Solution Casting

User

Producer

Structur

e

Specialization

Analysis

Example: Promotion

Internal Info sharing

Example: Rich Media Sharing

Online Viral Marketing

Example: Utilizing of CGM

Approach for Information Sharing Business

BusinessIntelligence

Service

Value Added Service

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Blog Message Analysis in Japan

Brand Reputation

CompetitiveLandscape

Market Trend

MarketingEffectiveness Risk Alerts

Hundred millions ofBlog messages

Blog Analysis

CollectiveIntelligenc

e

• 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

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Snapshots on BuzzPulse

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Real Clients Real Results

• Business started in March 2006• Total Sales in trailing 12 months: $5M

Broadcasting Transportation Event & leisure

AutomotiveReal Estate Apparel

Food & Beverage Insurance

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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

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Next step

• Online services for marketers

【 Amount of WOM 】 【 Daily, Weekly, Monthly posts 】

【 Daily, Weekly, Monthly positive posts 】

【 Significant Positive words 】

【 Daily, Weekly, Monthly negative posts 】

【 Significant negative words 】

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