KR20210108007A - Social media strategy management system - Google Patents

Abstract

A system for managing a social media strategy that provides a strategy based on an activity of a participant for a social media post of a client may comprise: a memory that stores a participant database; and a processor that separates the client area and the participant area of a social media post, classifies each participant into a plurality of groups by evaluating an activity of each participant stored in the participant database by crawling the activity in the participant area based on an ID of each participant and storing thereof in the participant database, and outputs the social media post strategy of the client based on the measured performance by measuring the performance for a group that is a reaction target of social media post among a plurality of classified groups. Therefore, an objective of the present invention is to establish a more effective content strategy and social network service posting strategy.

Description

SOCIAL MEDIA STRATEGY MANAGEMENT SYSTEM

The present invention relates to a social media strategy management system, and more specifically, to propose an effective content strategy through the results of analyzing the performance and active users of the social platform page marketing activities operated by the company and the classification of content responses by user group. It relates to a social media strategy management system that can

As smart devices become common, marketing using various types of social network services (SNS) has been actively conducted to replace traditional marketing through media. For example, on a social network service, it is receiving considerable interest compared to other users, and marketing using an influencer who affects nearby users is being utilized.

In addition, each company is developing social platform page marketing activities on social networks. In order to examine the consumer response to these marketing activities, it is necessary to analyze the opinions of consumers such as 'Like', 'Comment', and 'Share' on social network service posts.

Existing social page performance analysis needs to use an analysis tool provided by a social network service, and as shown in FIG. 7 , only the performance of the aggregated indicators of the corresponding page can be provided. In addition, detailed data for a specific indicator may be provided only with data on the activity of the entire group of page users, centered on demographic data such as the age, region, and time of the user group who performed the corresponding activity as shown in FIG. 8 .

In this way, in the prior art, only general information on the performance indicators for the entire page could be obtained, so in order to determine which type of content posted on the page elicited the reaction of a specific user group, and to induce the reaction of a specific user group, There was a problem in that it was not possible to establish an individual content strategy, such as which content should be published, and to provide an indicator analysis to reflect it.

The present invention is to solve the above problems, and provides performance analysis and active user analysis for each individual content (post) for the marketing activity of a social network service page operated by a company, and divides users into a plurality of groups through activity index calculation The purpose of this is to enable a more effective content strategy and social network service posting strategy to be established by performing content response analysis for each classified user group.

In order to achieve the above object, a social media strategy management system according to an embodiment of the present invention includes a memory for storing a participant database, a client area and a participant area of the social media post, and separates the activity of the participant area for each participant. crawling based on the ID of and storing it in the participant database, evaluating the activity of each participant stored in the participant database to classify each participant into a plurality of groups, The method may include a processor that measures a performance of a group that is a reaction target, and outputs a social media posting strategy of the client based on the measured performance.

According to the embodiment of the present invention as described above, it is possible to evaluate which user group showed a high responsiveness to a specific post, to predict the user's reaction in the page according to the characteristics of the post to be written in the future, and to select the desired new target user. It can provide an objective indicator of establishing a content strategy to elicit an activity response.

1 is a diagram for explaining an operating process of a social media strategy management system according to an embodiment of the present invention;
2 is a view for explaining the configuration of a social media strategy management system according to an embodiment of the present invention;
3 shows an example of a social media post page fetched by crawling;
4 is a diagram showing an example of a score table for simple participation and active participation;
5 is a view showing an example of a classification table according to user evaluation;
6 is a diagram illustrating an analysis of user participation in content, and
7 and 8 are diagrams illustrating analysis data provided by a conventional social network service.

Hereinafter, various embodiments of the present document will be described with reference to the accompanying drawings. However, this is not intended to limit the technology described in this document to a specific embodiment, and it should be understood that it includes various modifications, equivalents, and/or alternatives of the embodiments of this document. . In connection with the description of the drawings, like reference numerals may be used for like components.

In this document, expressions such as “have”, “may have”, “include” or “may include” indicate the existence of a corresponding feature (eg, a numerical value, function, operation, or component such as a part). and does not exclude the presence of additional features.

In this document, expressions such as “A or B”, “at least one of A or/and B” or “one or more of A or/and B” may include all possible combinations of the items listed together. For example, “A or B”, “at least one of A and B” or “at least one of A or B” means (1) includes at least one A, (2) includes at least one B, or (3) It may refer to all cases including at least one A and at least one B. Expressions such as “first”, “second”, “first” or “second” used in this document are Various components may be modified regardless of order and/or importance, and are used only to distinguish one component from other components, and do not limit the components.

The expression "configured to (or configured to)" as used in this document, depending on the context, for example, "suitable for", "having the capacity to" "," "designed to", "adapted to", "made to" or "capable of" can be used interchangeably. The term “configured (or configured to)” may not necessarily mean only “specifically designed to” in hardware. Instead, in some circumstances, the expression “a device configured to” may mean that the device is “capable of” with other devices or parts. For example, the phrase "a coprocessor configured (or configured to perform) A, B, and C" may include a processor dedicated to performing the operations (eg, an embedded processor), or executing one or more software programs stored in a memory device. By doing so, it may mean a generic-purpose processor (eg, a CPU or an application processor) capable of performing corresponding operations.

Hereinafter, the present invention will be described in detail with reference to the drawings.

1 is a view for explaining an operation process of the social media strategy management system 100 according to an embodiment of the present invention.

The social media strategy management system 100 may classify each user into a plurality of groups by analyzing activity indicators for individual users, rather than aggregate data for the entire page provided by the existing social network service (SNS). For example, each of the plurality of groups may be classified based on a user activity index. The social media strategy management system 100 may determine which group among the plurality of classified groups is a target group of the social media post, and may analyze the performance of the response level of the target group. Based on the analysis result, the social media strategy management system 100 may provide an operational analysis tool function for establishing a content strategy or social media creation strategy for inducing inflow of new users, inducing additional activity of internal users, and the like. In addition, the social media strategy management system 100 may provide a recommended content strategy or social media creation strategy rather than providing only analysis data.

More specifically, the social media strategy management system 100 collects performance indicators (eg, likes, comments, sharing, etc.) provided by the social media platform, and matches the IDs of individual users to perform activities on individual users. indicators can be calculated. Then, the social media strategy management system 100 classifies users with similar activity propensities into a plurality of groups based on the calculated activity index of individual users to evaluate which user group showed a high response to a specific post. can When the evaluation result for the post is accumulated in the database, the social media strategy management system 100 may predict the user reaction in the social media page according to the characteristics of the post to be created in the future. Through this, the social media strategy management system 100 may provide an objective indicator of content strategy establishment for eliciting an activity response of the target user group.

2 is a block diagram illustrating the configuration of the social media strategy management system 100 according to an embodiment of the present invention. Referring to FIG. 4 , the social media strategy management system 100 may include a communication unit 110 , a memory 120 , an output unit 130 , and a processor 140 . However, all of the above-described components are not essential for the social media strategy management system 100 according to an embodiment of the present invention, and various components such as an input unit may be additionally included in addition to the above-described components.

The communication unit 110 may communicate with an external server. For example, the external server may be a server that provides a social network service. The communication unit 110 receives from the external server each post data, post area classification data (eg, reference data for classifying a content area, a participant response area, and a comment participation area), among a plurality of social platform data such as participant ID data. At least one may be received. The communication unit 110 may include various wired/wireless communication modules. For example, the communication unit 110 may be connected to an external network in a manner such as wired LAN, Bluetooth, Zigbee, WiFi, or WiFi direct to perform communication. The communication unit 120 according to various mobile communication standards, such as the outside 3G (3rd Generation), 3GPP ( 3rd Generation Partnership Project), LTE (Long Term Evoloution), LTE-A (LTE Advanced), 5G (5 th Generation) It may further include a mobile communication module for performing communication by accessing a mobile communication network.

The memory 120 may store various modules, software, and data for driving the social media strategy management system 100 . For example, the memory 120 may store a participant database in which at least one of crawled social page data, user IDs, activity indicators for each user ID, and user IDs belonging to a plurality of user groups are stored. The memory 120 is a storage medium in which various programs necessary for operating the social media strategy management system 100 are stored, and may be implemented in the form of a flash memory, HDD (Hard Disk Drive), SSD (Solid State Drive), etc. do.

The output unit 130 may output the participant reporting generated through the social media strategy management system 100 , the user target classification and distribution map, the reactivity evaluation result by target for each post, the future post or content production strategy, and the like. The output unit 130 may be implemented in various forms such as a display, a printer, and a speaker. For example, the output unit 130 is implemented with a liquid crystal display (LCD), an organic light emitting diode (OLED) or a plasma display panel (PDP), etc. Various screens provided by the media strategy management system 100 may be displayed.

The processor 140 may control the above-described components of the social media strategy management system 100 . For example, the processor 140 may control the communication unit 110 to receive social network service posting data collected by crawling. The processor 140 may be manufactured in the form of one or a plurality of hardware chips and mounted in the social media strategy management system 100 . For example, the processor 140 may be manufactured in the form of a dedicated hardware chip for big data analysis or artificial intelligence utilization, or may be manufactured as an existing general-purpose processor (eg, CPU or application processor).

Hereinafter, the social media strategy management system 100 will be described by explaining the operation of the processor 140 in more detail.

The processor 140 may crawl the activity of the participant area for the social media post of the client (such as a marketing company) and store it in the participant database. It is different in that it does not collect demographic data provided by conventional social media tools. 3 is an example of a social media post page. Referring to FIG. 3 , the processor 140 may divide the post page into a client area (or content area) and a participant area (participant response area, comment participation area, etc.). The processor 140 may store the separated client area and participant area, respectively.

The processor 140 may analyze the client area to make a database of content types, content providing forms, products or services included in posts, and the like. In addition, the processor 140 may analyze the participant area and store the activity or non-activity on the social page in the database based on the ID of each participant. In addition, the processor 140 may classify the activity of each participant by type. For example, the processor 140 may classify the activities of each participant into simple clicks, like clicks, comment writing, sharing, friend tags, and the like.

Subsequently, the processor 140 may perform a vitality evaluation on the participant database. That is, the processor 140 may assign points to the activity for each participant ID. For example, the processor 140 may divide the participant's activity into simple participation and active participation. Simple participation refers to a participation activity implemented with one action, such as clicking or expanding a post, or clicking a like. Active participation refers to multiple actions, such as writing, sharing, and tagging friends, or participation activities that are highly likely to trigger multiple actions in the future. 4 is an example of a score table for simple participation and active participation.

Next, the processor 140 may classify each participant into a plurality of groups based on the points assigned to each participant. For example, the processor 140 may classify participants into nine groups as shown in FIG. 5 . The processor 140 may classify simple participation and active participation indices into three stages. The three-level classification criteria can be changed for each post. For example, users located in A1 may be classified into a user group with high loyalty to individual posts.

The processor 140 may provide such a classification table through the output unit 130 , and may additionally calculate and provide characteristics and tendencies of each post based on the classification table. The processor 140 may measure a performance of a group that is a reaction target of a social media post among a plurality of classified groups, and output a social media post writing strategy of the client based on the measured performance.

6 is a diagram in which the number of users who participated in one post (content) is indicated by blue dots. In the example of FIG. 6 , it can be seen that the number of active participants is large, and in particular, the customer base with high brand loyalty, with both active and simple participation, responded to the post. The processor 140 may analyze which group responded to each post, and determine the nature or provision of a post that can elicit a response of the target group. Through this, the client of the social media strategy management system 100 can enhance communication efficiency by adjusting the composition, quantity, and time of provision of content related to its brand, product, and service.

As described above, the social media strategy management system that provides a strategy based on the activity of the participant on the client's social media post according to various embodiments of the present invention as described above can measure the performance of the actual reaction user according to the planning intention of the content. and can provide a content creation strategy to be provided in the future.

On the other hand, the term "unit" or "module" used in the present disclosure includes a unit composed of hardware, software, or firmware, and may be used interchangeably with terms such as, for example, logic, logic block, part, or circuit. can A “unit” or “module” may be an integrally constituted part or a minimum unit or a part thereof that performs one or more functions. For example, the module may be configured as an application-specific integrated circuit (ASIC).

Various embodiments of the present disclosure may be implemented as software including instructions stored in a machine-readable storage media readable by a machine (eg, a computer). A device capable of calling and operating according to the called command, which may include the electronic device according to the disclosed embodiments. When the command is executed by a processor, the processor directly or under the control of the processor performs other components. A function corresponding to the command may be performed by using Here, 'non-transitory' means that the storage medium does not include a signal and is tangible, and does not distinguish that data is semi-permanently or temporarily stored in the storage medium.

According to an embodiment, the method according to various embodiments disclosed in this document may be provided by being included in a computer program product. Computer program products may be traded between sellers and buyers as commodities. The computer program product may be distributed in the form of a machine-readable storage medium (eg, compact disc read only memory (CD-ROM)) or online through an application store (eg, Play Store™). In the case of online distribution, at least a part of the computer program product may be temporarily stored or temporarily created in a storage medium such as a memory of a server of a manufacturer, a server of an application store, or a relay server.

Each of the components (eg, a module or a program) according to various embodiments may be composed of a singular or a plurality of entities, and some sub-components of the aforementioned sub-components may be omitted, or other sub-components may be various It may be further included in the embodiment. Alternatively or additionally, some components (eg, a module or a program) may be integrated into a single entity to perform the same or similar functions performed by each corresponding component prior to integration. According to various embodiments, operations performed by a module, program, or other component may be sequentially, parallel, repetitively or heuristically executed, or at least some operations may be executed in a different order, omitted, or other operations may be added. can

100: Social Media Strategy Management System
110: communication department
120: memory
130: output unit
140: processor

Claims (1)

A social media strategy management system that provides a strategy based on a participant's activity on a client's social media post, comprising:
memory to store the participant database; and
The social media post is divided into a client area and a participant area, the activity of the participant area is crawled based on the ID of each participant and stored in the participant database, and each participant's activity stored in the participant database is evaluated and multiple classifies each participant into a group of , measures the performance of a group that is a reaction target of the social media post from among the plurality of classified groups, and outputs the client's social media post writing strategy based on the measured performance A processor; including a social media strategy management system.

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