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

Marketing Intelligence Sharing in Japan. Nov. 14 th , 2007 Fujitsu Laboratories of America, Inc. Kunio Matsui. Approach for Information Sharing Business. Example: Utilizing of CGM. Example: Rich Media Sharing. Enterprise. Business Intelligence Service. Internal Info sharing.

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

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

  6. 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 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 negative words】 【Significant Positive words】 Fujitsu Laboratories of America, Inc. Confidential

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