IBM Case Studies Scoring high ratings and winning huge audiences with real-time social media analytics

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	Scoring high ratings and winning huge audiences with real-time social media analytics IBM

Scoring high ratings and winning huge audiences with real-time social media analytics

IBM

Technology Category	Analytics & Modeling - Real Time Analytics Infrastructure as a Service (IaaS) - Cloud Computing
Applicable Functions	Sales & Marketing
Use Cases	Real-Time Location System (RTLS)
Services	Cloud Planning, Design & Implementation Services Data Science Services
Challenge	Grupo Globo, Brazil’s leading media and entertainment enterprise, faced a challenge with the rapid proliferation of mobile devices. Studies showed that TV viewers were now distracted by second screens—such as smartphones, tablets and PCs—47 times per hour on average. This figure was even higher for younger audiences, who will form the next generation of TV viewers. To encourage viewers to continue consuming its content and advertising even when they switch devices, Globo decided to launch its own mobile app. When the company was announced as the official Brazilian TV station for the 2014 FIFA World Cup, the race was on to deliver the new mobile platform before the tournament began. Read More
About Customer	Grupo Globo is Brazil’s leading media and entertainment enterprise, and the second largest media company in the world. Its TV broadcaster, Globo, serves more than 198 million Brazilians via 123 stations, and delivers Brazilian news, sports and entertainment content to more than 190 countries. The company was announced as the official Brazilian TV station for the 2014 FIFA World Cup, and it aimed to deliver the richest possible FIFA World Cup viewing experience to nearly 200 million Brazilians. To achieve this, Globo set out to develop a second screen mobile app that would keep fans engaged with the action. Read More
Solution	Globo teamed up with IBM to build a key part of its app—a “social thermometer” that detects fan sentiment. The social thermometer was built on a solution from IBM Research called FAMA, which uses IBM® Streams to capture incoming data from Twitter in near real time, and store it in an IBM DB2® database. The FAMA solution was used to “read” the tweets, comparing them against a dictionary of key Portuguese words and phrases. This analysis gave Globo an instant view into the main topics that were being discussed, and also automatically assessed the sentiment of each tweet to understand whether the opinion was positive or negative. The solution was hosted in the cloud, using SoftLayer®. SoftLayer delivered the flexible computing capacity required to collect and analyze millions of tweets in near real time, and scale up instantly to meet additional demand during pivotal matches. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Infrastructure as a Service (IaaS) - Cloud Computing

Applicable Functions

Sales & Marketing

Use Cases

Real-Time Location System (RTLS)

Services

Cloud Planning, Design & Implementation Services

Data Science Services

Challenge

Grupo Globo, Brazil’s leading media and entertainment enterprise, faced a challenge with the rapid proliferation of mobile devices. Studies showed that TV viewers were now distracted by second screens—such as smartphones, tablets and PCs—47 times per hour on average. This figure was even higher for younger audiences, who will form the next generation of TV viewers. To encourage viewers to continue consuming its content and advertising even when they switch devices, Globo decided to launch its own mobile app. When the company was announced as the official Brazilian TV station for the 2014 FIFA World Cup, the race was on to deliver the new mobile platform before the tournament began.

About Customer

Grupo Globo is Brazil’s leading media and entertainment enterprise, and the second largest media company in the world. Its TV broadcaster, Globo, serves more than 198 million Brazilians via 123 stations, and delivers Brazilian news, sports and entertainment content to more than 190 countries. The company was announced as the official Brazilian TV station for the 2014 FIFA World Cup, and it aimed to deliver the richest possible FIFA World Cup viewing experience to nearly 200 million Brazilians. To achieve this, Globo set out to develop a second screen mobile app that would keep fans engaged with the action.

Solution

Globo teamed up with IBM to build a key part of its app—a “social thermometer” that detects fan sentiment. The social thermometer was built on a solution from IBM Research called FAMA, which uses IBM® Streams to capture incoming data from Twitter in near real time, and store it in an IBM DB2® database. The FAMA solution was used to “read” the tweets, comparing them against a dictionary of key Portuguese words and phrases. This analysis gave Globo an instant view into the main topics that were being discussed, and also automatically assessed the sentiment of each tweet to understand whether the opinion was positive or negative. The solution was hosted in the cloud, using SoftLayer®. SoftLayer delivered the flexible computing capacity required to collect and analyze millions of tweets in near real time, and scale up instantly to meet additional demand during pivotal matches.

Impact #1	By delivering relevant, near real-time information in a compelling manner, the Globo app won huge popularity among fans. It was downloaded 1.9 million times during the 2014 FIFA World Cup, and peaked at over 100,000 simultaneous users.
Impact #2	Globo also harnessed insight from the social thermometer to help its sportscasters understand how fans were reacting to different aspects of each game. This helped them adapt their commentary in real time to engage directly with the hot topics that fans were discussing.
Impact #3	After such phenomenal success during the 2014 FIFA World Cup, Globo has incorporated the mobile app into its daily operations. Now, fans watching a film or soap opera can read about the cast and discuss the show with their friends, and the app automatically updates when the next program begins. The app’s popularity has continued to climb, with total downloads now exceeding 2.5 million.

Impact #1

By delivering relevant, near real-time information in a compelling manner, the Globo app won huge popularity among fans. It was downloaded 1.9 million times during the 2014 FIFA World Cup, and peaked at over 100,000 simultaneous users.

Impact #2

Globo also harnessed insight from the social thermometer to help its sportscasters understand how fans were reacting to different aspects of each game. This helped them adapt their commentary in real time to engage directly with the hot topics that fans were discussing.

Impact #3

After such phenomenal success during the 2014 FIFA World Cup, Globo has incorporated the mobile app into its daily operations. Now, fans watching a film or soap opera can read about the cast and discuss the show with their friends, and the app automatically updates when the next program begins. The app’s popularity has continued to climb, with total downloads now exceeding 2.5 million.

Benefit #1	80 million tweets analyzed, revealing hot topics for sportscasters to focus on
Benefit #2	71% rise in the time spent by each user on the mobile
Benefit #3	36 points average TV rating for Globo’s coverage, outperforming 3 major competitors

Benefit #1

80 million tweets analyzed, revealing hot topics for sportscasters to focus on

Benefit #2

71% rise in the time spent by each user on the mobile

Benefit #3

36 points average TV rating for Globo’s coverage, outperforming 3 major competitors

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Overview

Scoring high ratings and winning huge audiences with real-time social media analytics

Operational Impact

Quantitative Benefit