1. Nov. 14th, 2007 Fujitsu Laboratories of America, Inc
Marketing Intelligence Sharing in Japan
Nov. 14th, 2007
Fujitsu Laboratories of America, Inc
Kunio Matsui

2. Approach for Information Sharing Business
Example: Utilizing of CGM
Example: Rich Media Sharing
Enterprise
Business
Intelligence
Service
Internal
Info sharing
Online Viral
Marketing
User
Structure
Analysis
Value Added Service
Solution Casting
Specialization
Consumer
Example: Promotion
Consumer
Producer
Enterprise
Fujitsu Laboratories of America, Inc. Confidential

3. Blog Message Analysis in Japan
Hundred millions of
Blog messages
Collective
Intelligence
Blog Analysis
Brand
Reputation
Competitive
Landscape
Market
Trend
Marketing
Effectiveness
Risk Alerts
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
Fujitsu Laboratories of America, Inc. Confidential

4. Snapshots on BuzzPulse
Fujitsu Laboratories of America, Inc. Confidential

5. Real Clients Real Results
Business started in March 2006
Total Sales in trailing 12 months: $5M
Broadcasting
Transportation
Event & leisure
Automotive
Real Estate
Apparel
Food & Beverage
Insurance
Fujitsu Laboratories of America, Inc. Confidential

6. Business Issues Long sale cycle to large companies Customization
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
Fujitsu Laboratories of America, Inc. Confidential

7. Next step Online services for marketers 【Daily, Weekly, Monthly posts】
【Amount of WOM】
【Daily, Weekly, Monthly positive posts】
【Daily, Weekly, Monthly negative posts】
【Significant Positive words】
【Significant negative words】
Fujitsu Laboratories of America, Inc. Confidential