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Hybrid Variable-Scale Clustering Method for Social Media Marketing on User Generated Instant Music Video

机译：用于用户生成的即时音乐视频的社交媒体营销的混合变量级聚类方法

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摘要

Social media has already become one of the mainstream enterprise marketing channels recently. That consists of various media elements, such as text, picture, and even newly developed instant music video etc. Although several text or picture mining techniques could be directly utilized to analyse online user comments, few researches focus on how to improve the marketing performance of social media platforms through a multimedia approach. Therefore, this paper studies the social media marketing problem of user generated instant music video. A hybrid variable-scale clustering algorithm (HVSC) is proposed to analyse user feature through both textual and video content. Combining with the information dissemination characteristics of social media platforms, we also put forth a marketing strategy that intensively enlarges the transmission audience of influential UGC videos. Experiment results show that the HVSC is able to support managers to discover the target potential customer base of each UGC video following their music preference and current interest/concerns. Finally, according to the content relevance and customer influence, the video producers’ incentive mechanism is further discussed.
机译：社交媒体最近已成为主流企业营销渠道之一。由各种媒体元素组成，例如文本，图片，甚至是新开发的即时音乐视频等。尽管可以直接用于分析在线用户评论的几种文本或图片挖掘技术，但很少有研究专注于如何提高营销表现通过多媒体方法的社交媒体平台。因此，本文研究了用户生成的即时音乐视频的社交媒体营销问题。提出了一种混合可变尺度聚类算法（HVSC）来通过文本和视频内容分析用户特征。结合社交媒体平台的信息传播特征，我们还提出了一种集中强化影响UGC视频的传输观众的营销策略。实验结果表明，HVSC能够支持经理，以便在音乐偏好和当前兴趣/顾虑之后发现每个UGC视频的目标潜在客户群。最后，根据内容相关性和客户影响，进一步讨论了视频制作人的激励机制。

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