Scoring high ratings and winning huge audiences with real-time social media analytics
Customer Company Size
Large Corporate
Region
- America
Country
- Brazil
Product
- IBM Research FAMA solution
- IBM DB2
- IBM Streams
- SoftLayer
Tech Stack
- Cloud Computing
- Real-time Data Processing
- Social Media Analytics
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Brand Awareness
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
About The 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.
The 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.
The 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.
Operational Impact
Quantitative Benefit
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