CN108009857A - A kind of public relations marketing method based on big data - Google Patents
A kind of public relations marketing method based on big data Download PDFInfo
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- CN108009857A CN108009857A CN201711358486.6A CN201711358486A CN108009857A CN 108009857 A CN108009857 A CN 108009857A CN 201711358486 A CN201711358486 A CN 201711358486A CN 108009857 A CN108009857 A CN 108009857A
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- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
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- G06Q30/0201—Market modelling; Market analysis; Collecting market data
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- G06F16/95—Retrieval from the web
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- G06F18/24—Classification techniques
Abstract
The present invention provides a kind of public relations marketing method based on big data, and this method comprises the following steps：S1：The user behavior data of platform service object is acquired in a variety of social platforms by data analysis tool；S2：In the user behavior data gathered, the crawl frequency is more than the keyword of setting first threshold；S3：The part of speech of the foundation keyword of the keyword in the step S2 or description are classified by data analysis tool；S4：The accounting of sorted classification is counted；S5：Classification is chosen according to user demand；S6：In the classification selected by step S5, the keyword that the category frequency is more than setting second threshold is chosen；S10：Choose qualified individual and pushing tool and the information for carrying keyword described in step S6 is pushed to special object；By the analysis to user behavior data, tendency during hobby or the shopping of user can be effectively judged, big data and public relations marketing are combined.
Description
Technical field
The present invention relates to grass roots marketing techniques field, more particularly to a kind of public relations marketing method based on big data.
Background technology
Big data marketing is the mass data based on a variety of social platforms, relies on the basis of big data technology, is applied to
The marketing mode of Internet advertising industry；Big data marketing is derived from internet industry, and acts on internet industry.Rely on more
The big data collection of a platform, and analysis and the predictive ability of big data technology, can be such that advertisement more precisely effectively throws
Put, the rate of return on investment of higher is brought to brand or enterprise.Monitored using the behavioral data of user, so that advertising resource be closed
Reason distribution.And diplomatize and be made of three social organization, the public, propagation key elements；Be social organization for survival and development, pass through propagation
Communication, mould image, balance interests, rapport, optimization social mentality environment, the science and art for influencing the public.
Traditional public relations marketing methods rely primarily on experience, using brand or product as starting point, but only lean on dependence experience
Go to formulate public relations marketing program, be a lack of data support, when formulating, can not ensure result of marketing；And traditionally press monthly, season
Spend and carry out Brand Planning for timing node, due to cybertimes, the demand of user is changed over time and must be exceedingly fast, monthly or season
Degree is long as timing node, and in the making a show of power of the budget input brand resource of estimation, can also cause budget poor flexibility, can not
Obtain the optimization of resource；In execution, traditional Public relations contents are more to consider exposing for brand and product information, such as
Dispensing mode is mostly news point position or media are made an arrangement in advance come the purpose for the exposure that strengthened, but this means for strengthening exposure towards
User crowd's scope it is wide, launch that effect is poor, and investment is big；When in face of competition brand, traditional public relations marketing mode can be to competing
Strive brand to be monitored, but it can not be intervened, and in the flow of whole public relations marketing, recovering effect cycle length,
It can not greatly be adjusted, also not catch up with the information change speed of cybertimes.
Life and the shopping way of people are increasingly influenced with the continuous development big data application of mobile Internet, is led to
Cross the analysis to user behavior data, can effectively judge tendency during hobby or the shopping of client, how by big data with
Public relations marketing combines, and being one is worth research, and has the problem of value to marketing domain.
The content of the invention
It is an object of the invention to provide a kind of public relations marketing method based on big data, to solve in above-mentioned background technology
The problem of proposition.User's demand is monitored by big data, formulates public relations marketing strategy, and create based on user's demand and brand demand
Make corresponding contents, carry out the accurate crowd of KOL (key opinion leader), big data and launch, while pass through big data public sentiment
Real-time dynamic monitoring, holds to diplomatize to propagate to move and is assessed with live effect.
To achieve these goals, the present invention provides following technical solution：
A kind of public relations marketing method based on big data, this method comprise the following steps：
S1：By data analysis tool (such as scolding story) in a variety of social platforms (such as social networks, internet
Deng) to the user behavior data of platform service object (such as user's search key, brand image label, product hobby, service
Evaluating word etc.) it is acquired；
S2：In the user behavior data gathered, the crawl frequency is more than the keyword of setting first threshold；
S3：The part of speech of the foundation keyword of the keyword in the step S2 or description are carried out by data analysis tool
Classification；；
S4：The accounting of sorted classification is counted；
S5：A certain classification after S3 classifies in classification is chosen according to user demand；
S6：In the classification selected by step S5, the keyword that the category frequency is more than setting second threshold is chosen；
S7：Pass through big data monitoring instrument, the public relations information of collection competition object；
S8：Public relations information according to step S7, captures the frequency in the public relations information of competition object and is more than setting the 3rd
The keyword of threshold value；
S9：Judgement is compared with the key word information of the competition object described in S8 in keyword described in step S6；If than
It is to result：The keyword of step S6 is approximate with the keyword of step S8, then the keyword selected by set-up procedure S6；If contrast
As a result it is：The keyword of step S6 is not approximate with the keyword of step S8, then without adjustment；
S10：Choose qualified individual and pushing tool and push keyword described in carrying step S6 to special object
Information；
S11：Repeat step S1, S2, S3, S4, the classification accounting that step S4 is come out are counted with last step S4
Classification accounting out is contrasted.
Preferably, the user behavior includes searching for, browsing, buying, evaluating.
Preferably, the social platform includes microblogging, wechat, mhkc, forum, knows.
Preferably, the first threshold is set by the sample size of the user behavior data gathered.
Preferably, the second threshold is set by the sample size of the user behavior data gathered.
Preferably, the 3rd threshold value is determined by the data sample quantity of the public relations information of the competition object gathered.
Preferably, the step S10 be accomplished to operating procedure S11 time interval be less than or equal to 48 it is small when.
Preferably, the platform service object is microblog users, wechat user, mhkc user, forum user, knows use
Family.
Beneficial effects of the present invention：
The present invention is by by data analysis tool, making public relations marketing be combined together with big data, being supervised by big data
User's demand is surveyed, formulates public relations marketing strategy, and based on user's demand and brand demand creation corresponding contents, carry out KOL, big number
Launched according to accurate crowd, while by big data public sentiment real-time dynamic monitoring, hold to diplomatize to propagate to move and assessed with live effect；It is real
Show data to see clearly.
(1) it is different from tradition public relations and relies on brand product experience, method provided by the invention, user's energy combination product is told
Brand demand, dependence big data instrument progress user, brand, competition brand etc. of summing data are seen clearly, and give user to provide science
Tactful foundation；
(2) be different from tradition public relations monthly, the time cycle of season planning, method provided by the invention, based on big number
Monitoring when factually, it can be achieved that brand presses all planning time nodes, allow brand public relations can quick response public relations environment change, hold
The public relations direction of propagation and rhythm；
(3) difference tradition public relations propagates Strengthen Brand or product information is exposed, method provided by the invention, is marked based on crowd
Label, focus, product appeal and brand demand carry out multi-key word content creation；Meanwhile in dispensing, big data selection KOL,
Crowd's label is promoted to integrate, so that the effect being optimal；
(4) it is different from tradition public relations marketing effectiveness to sing return period, big adjustment can not be carried out and compared, side provided by the invention
Method, can be monitored in real time by big data, carry out 48 hour data recycling, while constantly iteration content and allotment launches resource
Than；
(5) propagation of tradition public relations is different from for the purpose of strengthening exposure, is unilaterally given out information, side provided by the invention
Method, big data public relations marketing is interactive with platform user using internet multimedia as platform, pushes market content, is two-way interaction.
Brief description of the drawings
Fig. 1 is a kind of FB(flow block) of the embodiment 1 of the public relations marketing method based on big data of the present invention；
Fig. 2 is a kind of FB(flow block) of the embodiment 2 of the public relations marketing method based on big data of the present invention.
Embodiment
Embodiment 1
The present embodiment is applied in marketing case；
The embodiment of the present invention is described further below in conjunction with the accompanying drawings.
As shown in Figure 1, a kind of public relations marketing method based on big data, this method comprise the following steps：
S1：The user behavior data of platform service object is adopted in a variety of social platforms by data analysis tool
Collection；
Such as：A color make-up brand business is put down by data analysis tool (scolding story) in internets such as microblogging, wechat, mhkcs
Platform carries out user's search key, the brand image label, brand public praise label, product to the brand and products thereof, service etc.
The big datas such as hobby, service evaluation word carry out public sentiment monitoring, and by the data feedback collected to story is scolded, by scolding event
Thing carries out data processing and forms the visual number for including the dimensions such as brand emotion value, the distribution of brand product volume, user's evaluation
According to report.
S2：In the user behavior data gathered, the crawl frequency is more than the keyword of setting first threshold；
Such as：In the data sheet for scolding story feedback, capture several more than 100,000 to the brand evaluation word frequency
A keyword；For example in the data sheet fed back, keyword of the frequency more than 100,000 is respectively：Lipstick, lip glaze, eye shadow, informer
Pen, vanishing cream, blush, eyebrow pencil, lipstick etc..
S3：The part of speech of the foundation keyword of the keyword in the step S2 or description are carried out by data analysis tool
Classification；
Such as：Keyword described in step S2 is classified, for example lipstick, lip glaze and lipstick are categorized as lip adornment,
Eye shadow, eyeliner, eyebrow pencil are categorized as eye make-up, vanishing cream is categorized as bottom adornment, blush is categorized as face adornment.
S4：The accounting of sorted classification is counted；
Such as：Obtained from step S3 to A color make-up brands, public praise, impression and the evaluation of user be concentrated mainly on lip adornment,
This four classifications of eye make-up, bottom adornment and face adornment；Count the proportion shared in this four classifications of the classification belonging to keyword；Such as
The ratio of lip adornment is 56%, eye make-up 20%, bottom adornment 14%, face adornment 10%.
S5：A certain classification after S3 classifies in classification is chosen according to user demand；
Such as：A color make-up brand business makes choice the classification that data analysis tool is fed back according to the demand of oneself；Than
Such as：The marketing theme that A color make-up brands business this time formulates is Christmas Day gift box, then is fed back in Data Analysis Platform in the data
Analyzed, public praise of the user for lip adornment, label, impression are more valued, then brand business can be according to data decimation lip adornment
The major product that this Christmas Day gift box is released, and definite lip adornment is marketing objectives.
S6：In the classification selected by step S5, the keyword that the category frequency is more than setting second threshold is chosen；
Such as：A color make-up brand business determines the marketing target that lip adornment is Christmas Day gift box, then brand business passes through data analysis
The larger keyword of proportion under instrument crawl lip adornment classification, such as：Peony, grapefruit color, X series, Y-series, A colors number, B colors
Number, C colors number etc..
S7：Pass through big data monitoring instrument, the public relations information of collection competition object；
Such as：A color make-up brand business is (such as wechat, microblogging, mhkc, forum, small red in related platform by scolding story
Book etc.) (for example whether B brands business can release limited edition at Christmas recently for the public relations information of collection competition object B color make-up brands
Whether product, B brands business have the impression label for releasing specific products or B brands in acceptance of the users in the same time in former years, and
User is to fancy grade of B brands some products etc.).
S8：Public relations information according to step S7, captures the frequency in the public relations information of competition object and is more than setting the 3rd
The keyword of threshold value；
Such as：After A color make-up brand business is by being acquired the public relations information for competing object B brands, collected
Information in, the higher keyword of the frequency in the public relations information of crawl competition object B, such as：Christmas Day cooperation limited edition, eye
Adornment, lip adornment, eye shadow disk is positive red, rufous etc..
S9：Judgement is compared with the key word information of the competition object described in S8 in keyword described in step S6；If than
It is to result：The keyword of step S6 is approximate with the keyword of step S8, then the keyword selected by set-up procedure S6；If contrast
As a result it is：The keyword of step S6 is not approximate with the keyword of step S8, then without adjustment；
Such as：A color make-up brand business is by the larger keyword of the obtained proportions of step S6 before (peony, grapefruit color, X
Series, Y-series, A colors number, B colors number, C colors number etc.), it is (holy with the key word information of the obtained competition object B brands of step S8
Birth section cooperation limited edition, eye make-up, lip adornment, eye shadow disk is positive red, rufous etc.), it is possible thereby to judge, B brands have A brands
The small impression product on Christmas Day is released, and eye make-up, lip adornment are emphasis product, eye shadow disk, positive red, brownish red are released for its emphasis
Product.So, the public relations information on B brands that A brands business is obtained by data monitoring instrument, although B brands are also released
Lip adornment product, but it is concentrated mainly on positive red, rufous, then keyword of the A brands under lip adornment classification is with B brands without punching
It is prominent, then keyword (direction i.e. without changing marketing product) need not be reselected, avoids duplicating with competition object and influences to seek
Sell the situation of effect.
S10：Choose qualified individual and pushing tool and carry the step S6 keywords to special object push
Information；
Qualified individual refers to promoting and propaganda function has the individual of guiding role, can be platform, media
It is and personal；Specific object refers to the object and is popularization and promotional content target group.
Such as：A brands business choose it is qualified individual (such as famous microblogging bloger relevant with makeups, with makeups, when
The still relevant wechat public platform with fan group of product, makeups, color make-up bloger on the Little Red Book etc.) to its bean vermicelli or Young vogue
Consumer groups' push carry keyword described in step S6 information (such as A brands business, christmas gift, lip adornment, peony,
Grapefruit color, X series etc.), consumer groups can be caused to pay close attention to.
S11：Repeat step S1, S2, S3, S4, the classification accounting that step S4 is come out are counted with last step S4
Classification accounting out is contrasted.
Such as：A brands business pushes Christmas nodel line limitation product by step S10, after pushing a period of time, then weighs
Multiple step S1, S2, S3, S4, the classification accounting that classification accounting and last time step S4 that step S4 comes out are come out
Contrasted；I.e. through push after a while, then gather and whether the search key of A brand business is become on user
Change, the difference of proportion of all categories and proportion of all categories after last classification after classification.Such as after push, lip adornment
Ratio is changed into 86%, eye make-up 8%, bottom adornment 4%, face adornment 2%.Ratio with lip adornment before is 56%, eye make-up 20%, bottom adornment
14%th, face adornment 10% is compared, it is possible to find the ratio of lip adornment becomes larger, also side light, and the marketing effectiveness of A brands is good.
Embodiment 2
The present embodiment is applied in brand image or personal image public relations case；
The embodiment of the present invention is described further below in conjunction with the accompanying drawings.
As shown in Fig. 2, a kind of public relations marketing method based on big data, this method comprise the following steps：
S1：The user behavior data of platform service object is adopted in a variety of social platforms by data analysis tool
Collection；
Such as：The New cinema that C stars perform is released, and the outburst of online unfavorable ratings, it is personal that C stars need to carry out public relations rescue
Image, the public praise established；C stars diplomatize team by story instrument is scolded, in internet platforms such as microblogging, wechat, mhkcs
User's search key, the film impression label, film public praise label, spectators' hobby, clothes are carried out to its film performed etc.
The big datas such as evaluating word of being engaged in carry out public sentiment monitoring, and the data feedback collected is carried out to story is scolded by scolding story
Data processing forms the visual data sheet for including the dimensions such as star image emotion value, the distribution of film volume, user's evaluation.
S2：In the user behavior data gathered, the crawl frequency is more than the keyword of setting first threshold；
Such as：C stars diplomatize team in the data sheet for scolding story feedback, capture and evaluate the word frequency to the film
Higher several keywords；For example in the data sheet fed back, the higher keyword of the frequency is respectively：Artistic skills are poor, plot does not connect
Pass through, dog blood, well, make laughs, the story of a play or opera moves towards poor, barely satisfactory, be unworthy viewing, performer do not walk heart etc..
S3：The part of speech of the foundation keyword of the keyword in the step S2 or description are carried out by data analysis tool
Classification；
Such as：By the higher keyword of the obtained frequency (artistic skills are poor, plot is discontinuous, dog blood, well, make laughs, the story of a play or opera
Move towards poor, barely satisfactory, be unworthy viewing, performer not to walk heart etc.) classify, it is divided into benign evaluation, neutral evaluation and dislikes
Property evaluation three major types it is other.
S4：The accounting of sorted classification is counted；
Such as：C stars diplomatize team by data analysis tool, to benign evaluation, neutral evaluation and pernicious evaluation
Accounting is counted, such as：The ratio of benign evaluation is 5.6%, the ratio of neutral evaluation is 15.2%, the ratio of pernicious evaluation
For 79.2%.
S5：A certain classification after S3 classifies in classification is chosen according to user demand；
Such as：C stars public relations team wants to retrieve the image of C stars itself and the public praise of film by diplomatizing, then
Need to choose the classification of benign evaluation.
S6：In the classification selected by step S5, the keyword that the category frequency is more than setting second threshold is chosen；
Such as：C stars public relations team chooses the classification of benign evaluation, in the category, chooses masses and is carried in the category
To more keyword；Such as：The keywords such as the story of a play or opera is made laughs very much, artistic skills make progress, is made great efforts well, very much.
S10：Choose qualified individual and pushing tool and carry the step S6 keywords to special object push
Information；
Such as：The qualified individual of C stars public relations team selection (such as it is relevant with star, film, Eight Diagrams, amusement
Microblogging number with a large amount of fan groups, wechat public platform etc.), using these individual transmission carry entrained by step S6 on
The information of the keyword of benign evaluation.
S11：Repeat step S1, S2, S3, S4, the classification accounting that step S4 is come out are counted with last step S4
Classification accounting out is contrasted.
Such as：C stars diplomatize team after the push of step S10, after 2 days, repeat step S1, S2, S3, S4,
The classification accounting that step S4 comes out is come out, for example the ratio of benign evaluation is 69.1%, neutrality is evaluated as
18.6%, it is pernicious to be evaluated as 12.3%, compared with accounting before, it can be seen that and after public relations, caused obvious effect
Fruit.
According to the disclosure and teachings of the above specification, those skilled in the art in the invention can also be to above-mentioned embodiment party
Formula make a change and modification.Therefore, the invention is not limited in embodiment disclosed and described above, to the one of invention
A little modifications and changes should also be as falling into the scope of the claims of the present invention.In addition, although used in this specification
Some specific terms, but these terms are merely for convenience of description, do not limit the present invention in any way.
Claims (10)
1. a kind of public relations marketing method based on big data, it is characterised in that this method comprises the following steps：
S1：The user behavior data of platform service object is acquired in a variety of social platforms by data analysis tool；
S2：In the user behavior data gathered, the crawl frequency is more than the keyword of setting first threshold；
S3：The part of speech of the foundation keyword of the keyword in the step S2 or description are divided by data analysis tool
Class；
S4：The accounting of sorted classification is counted；
S5：A certain classification after S3 classifies in classification is chosen according to user demand；
S6：In the classification selected by step S5, the keyword that the category frequency is more than setting second threshold is chosen；
S10：Choose the information that qualified individual and pushing tool carry the step S6 keywords to special object push.
2. a kind of public relations marketing method based on big data according to claim 1, it is characterised in that this method further includes
Step：S7：Pass through big data monitoring instrument, the public relations information of collection competition object.
3. a kind of public relations marketing method based on big data according to claim 2, it is characterised in that this method further includes
Step：
S8：Public relations information according to step S7, captures the frequency in the public relations information of competition object and is more than the 3rd threshold value of setting
Keyword.
4. a kind of public relations marketing method based on big data according to claim 3, it is characterised in that this method further includes
Step：
S9：Judgement is compared with the key word information of the competition object described in S8 in keyword described in step S6；If step S6
Keyword it is approximate with the keyword of step S8, then the keyword selected by set-up procedure S6；If the keyword and step of step S6
The keyword of rapid S8 is not approximate, then does not adjust.
5. a kind of public relations marketing method based on big data according to claim 1 or 4, it is characterised in that this method is also
Including step：
S11：Repeat step S1, S2, S3, S4, classification accounting and last time step S4 that step S4 comes out are come out
Classification accounting contrasted.
A kind of 6. public relations marketing method based on big data according to claim 1, it is characterised in that the user behavior
Including searching for, browsing, buying, evaluating；The social platform includes microblogging, wechat, mhkc, forum, knows.
A kind of 7. public relations marketing method based on big data according to claim 1, it is characterised in that the first threshold
Set by the sample size of the user behavior data gathered.
A kind of 8. public relations marketing method based on big data according to claim 1, it is characterised in that the second threshold
Set by the sample size of the user behavior data gathered.
A kind of 9. public relations marketing method based on big data according to claim 1, it is characterised in that the 3rd threshold value
Determined by the data sample quantity of the public relations information of the competition object gathered.
A kind of 10. public relations marketing method based on big data according to claim 5, it is characterised in that the step S10
Be accomplished to operating procedure S11 time interval be less than or equal to 48 it is small when.
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