Customer Snapshot: Overview
Word-of-mouth recommendations influence up to 50% of purchase decisions
Wildfire is a social media startup that helps brands harness the power of word-of-mouth advertising by monitoring and distributing consumers’ online posts across hundreds of social media websites. The SAP HANA platform helps Wildfire collect and analyze the tremendous volumes of social media data. The data can then be used for gaining customer insight, improving responsiveness, and recruiting, educating, and activating peer influencers.
Line of Business
SAP Affinity Insight, SAP Cash Forecasting, SAP HANA
Number of Employees
Customer Snapshot: History
Wildfire was founded in 2008 to help brands in China and the Asia Pacific region educate and activate their biggest fans. The company’s growing toolset includes monitoring, content publishing, response (using patented "social pairing" technology), and custom brand advocate communities. Wildfire is backed by American venture capital fund Ideas Ventures, the Singaporean Government, and a consortium of independent investors in China and Asia Pacific region.
Wildfire needed the ability to analyze and index more than 10 million social media datasets—the so-called social media fire hose—and intelligently route posts with relevant keywords to the correct resources in real-time.
Wildfire also needed to reduce times for automated topic and sentiment analysis (also averaging five minutes), and their tag probability and classification algorithm, which often required more than one hour for 3,000 posts.
SAP Brings The Right Tools for the Big Job
Wildfire and SAP collaborated on a proof-of-concept (POC) implementation of the SAP HANA platform. The revolutionary in-memory technology of SAP HANA seemed particularly well-suited to Wildfire’s need for real-time processing. Furthermore, SAP Affinity Insight supplies predictive analysis capabilities, which will give Wildfire the ability to proactively engage in social media on their clients’ behalf, depending on the trends revealed by data.
Enter SAP: The SAP Experience
Instant Data In, Instant Data Out
The technical implementation included SAP HANA integration with Wildfire’s legacy infrastructure to ensure successful data loading and extraction, establish new processing queries, and included the addition of SAP Affinity Insight. Insight is the system through which information is distributed to and collected from Wildfire’s database of customer influencers. Wildfire’s SAP solution collects data collected from social websites, then analyzes and distributes data to customer influencers. When the influencers respond, the SAP solution distributes new content to appropriate destinations.
Wildfire has achieved real-time social media success using the SAP HANA platform.
Better Business: Benefits
Better Business: Run Simple
Social customer relationship management (CRM), as an industry, is growing rapidly. Wildfire’s SAP HANA implementation has given it the ability to expand their leadership position in China and the Asia Pacific region. With SAP HANA as an advantage, Wildfire is in a better position to effectively monitor content from the region’s fragmented content providers.
Wildfire is scheduled to launch a large-scale social influence software-as-a-service (SAAS) platform, backed by SAP HANA. The company estimates the new revenue channel will be able to generate at least $12 million in additional revenues by 2015.