CN109714610B - Automatic video marketing management system and method - Google Patents
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Abstract
The invention provides a self-service video marketing management system, which comprises: a tracking module configured to track, in real-time, playback, praise, and comment of at least one marketing video on each of a plurality of self-media on a plurality of video playback platforms via the internet; a storage module configured to store play, praise, and comment information of the at least one marketing video on each of a plurality of self media on the plurality of video playing platforms; a communication module configured to receive a first user request from a client; a processing module configured to calculate the number of plays, praise and comments of the at least one marketing video in a specified period of time on each self-media; and the communication module is further configured to present a first user interface to the client, the first user interface including a number of plays, praise, and comments of the at least one marketing video over a specified period of time on each self-media.
Description
Technical Field
The invention relates to the field of video marketing, in particular to a self-service video marketing management system and a self-service video marketing management method.
Background
The video marketing refers to a marketing mode of transmitting the marketing video content of enterprises or products to users through an online video playing platform. The online video playing platform refers to any online or mobile platform capable of playing videos, and comprises a video website, a mobile social platform, a short video platform, a content platform and the like.
Video marketing has the characteristics of interactivity, precision, rapidness, virus type transmission, low cost and the like, so that the video marketing becomes an important marketing mode of enterprises increasingly.
At present, in order to perform video marketing, an enterprise user (advertiser) needs to entrust a video marketing company to make video content, publish the video content on a video playing platform and manage the whole marketing process, and a solution which allows the advertiser to perform self-service management and tracking on the video marketing process and effects does not exist.
Disclosure of Invention
In one aspect of the present invention, there is provided a self-service video marketing management system, comprising:
a tracking module configured to track, in real-time, playback, praise, and comment of at least one marketing video on each of a plurality of self-media on a plurality of video playback platforms via the internet;
a storage module configured to store play, praise, and comment information of the at least one marketing video on each of a plurality of self media on the plurality of video playing platforms;
a communication module configured to receive a first user request from a client;
a processing module configured to calculate the number of plays, praise and comments of the at least one marketing video in a specified period of time on each self-media; and
the communication module is further configured to present a first user interface to the client, the first user interface including a number of plays, praise, and comments of the at least one marketing video over a specified period of time on each self-media.
In another aspect of the present invention, there is provided a self-service video marketing management method, including:
tracking the playing, praise and comment of at least one marketing video on each self-media of a plurality of self-media on a plurality of video playing platforms in real time through the Internet;
storing the play, praise, and comment information of the at least one marketing video on each of a plurality of self media on the plurality of video playing platforms;
receiving a first user request from a client;
calculating the number of plays, praise and comments of the at least one marketing video in a specified time period on each self-media; and
presenting a first user interface to a client, wherein the first user interface comprises the playing, praise and comment quantity of the at least one marketing video in a specified period of time on each self-media.
In yet another aspect of the invention, there is also provided a machine-readable storage medium storing machine-executable code instructions which, when executed by a machine, cause the machine to perform a self-service video marketing management method according to any one of the embodiments of the invention.
In yet another aspect of the present invention, there is also provided a computer system comprising a processor and a memory coupled to the processor, the memory having stored therein program instructions, the processor being configured to execute a self-service video marketing management method according to any one of the embodiments of the present invention by loading and executing the program instructions in the memory.
The self-service video marketing management solution according to the embodiment of the invention allows users to track and manage video marketing effects and processes in a self-service manner through the Internet, and brings great convenience to the users.
Drawings
FIG. 1 illustrates a schematic diagram of an operating environment of a self-service video marketing management system, according to some embodiments of the invention;
FIG. 2 illustrates a hardware architecture diagram of a computer system/server in which a self-service marketing management system may be implemented according to some embodiments of the invention;
FIG. 3 illustrates a schematic functional block diagram of a self-service marketing management system, according to some embodiments of the present invention; and
fig. 4 shows a schematic flow diagram of a self-service marketing management method according to some embodiments of the invention.
Detailed Description
Embodiments of the present invention are described below with reference to the drawings. In the following description, numerous specific details are set forth in order to provide a thorough understanding of, and enabling description for, those skilled in the art. It will be apparent, however, to one skilled in the art that the present invention may be practiced without some of these specific details. Furthermore, it should be understood that the invention is not limited to the specific embodiments described. Rather, any combination of the features and elements described below is contemplated as carrying out the invention, whether or not they relate to different embodiments. Thus, the following aspects, features, embodiments and advantages are merely illustrative and are not considered elements or limitations of the claims except where explicitly recited in a claim.
Referring now to FIG. 1, a schematic diagram of an operating environment of a self-service video marketing management system is shown, according to some embodiments of the present invention.
As shown in fig. 1, server/computer system 10 is communicatively coupled to a plurality of video playback platforms 20 via the internet and to at least one client device 30 via the internet.
The computer system/server 10 may be any computer system that can function as a server, which may be owned by a video marketing service provider, or owned by a website hosting company, a server leasing company, a cloud service provider, or the like, and leased by a video marketing service provider.
The plurality of video playback platforms 20 may be any online or mobile platform capable of playing video and accessible by the public via the internet, for example, video websites such as kuku, love art, mobile social platforms such as microblog, WeChat, short video platforms such as second shot, tremble, content platforms such as today's headline, and the like.
The client device 30 may be any computing device such as a personal computer, workstation, etc. or mobile device such as a smart phone, tablet computer, etc. that is capable of accessing a computer system/server over the internet, which may be owned by a user (advertiser) who accepts video marketing services provided by a video marketing service provider. The client devices 30 may be multiple and belong to different users or the same user.
The internet may include a telecommunications network for mobile devices such as smart phones to access the computer system/server 10.
A self-service video marketing management system according to some embodiments of the present invention may be implemented in the computer system/server 10. In some embodiments, the self-service video marketing management system may be published through a web server on the computer system/server 10 so that a user may access and operate the self-service video marketing management system through a web browser on the client device 30. In other embodiments, the video marketing management system may also be distributed as a dedicated server on the computer system/server 10, such that the user needs to first download and install corresponding client software onto the client device 30, and access and operate the self-service video marketing management system by running the client software. In some embodiments, the web browser or the client software may also be considered to be included in the self-service video marketing management system.
Referring now to fig. 2, a hardware architecture diagram of a computer system/server 10 in which a self-service marketing management system according to some embodiments of the present invention may be implemented is shown. It should be noted that the computer system/server 10 shown in FIG. 2 is only one example and should not impose any limitations on the functionality or scope of use of embodiments of the present invention.
As shown in FIG. 2, computer system/server 10 takes the form of a general purpose computing device. The components of computer system/server 10 may include, but are not limited to: one or more processors or processing units 11, a system memory 12, and a bus 13 that couples various system components including the system memory 12 and the processing unit 11.
Computer system/server 10 typically includes a variety of computer system readable media. Such media may be any available media that is accessible by computer system/server 10 and includes both volatile and nonvolatile media, removable and non-removable media.
The system memory 12 may include computer system readable media in the form of volatile memory, such as Random Access Memory (RAM)14 and/or cache memory 15. The computer system/server 10 may further include other removable/non-removable, volatile/nonvolatile computer system storage media. By way of example only, storage system 16 may be used to read from and write to non-removable, nonvolatile magnetic media (not shown in FIG. 2, commonly referred to as a "hard drive"). Although not shown in FIG. 2, a magnetic disk drive for reading from and writing to a removable, nonvolatile magnetic disk (e.g., a "floppy disk") and an optical disk drive for reading from or writing to a removable, nonvolatile optical disk (e.g., a CD-ROM, DVD-ROM, or other optical media) may be provided. In these cases, each drive may be connected to bus 13 by one or more data media interfaces.
The system memory 12 may have stored therein a plurality of programs 20, which programs 20 may include, for example but not limited to, an operating system, other system programs, one or more application programs, other program modules, program data, and the like.
The plurality of programs 20 stored in the system memory 12 may include a self-service video marketing management program product according to some embodiments of the present invention having a set (e.g., at least one) of program modules configured to perform the functions of a self-service video marketing management system according to some embodiments of the present invention. In other words, the processor 11 constitutes and performs the functions of a self-service video marketing management system according to some embodiments of the present invention by executing program modules of a program product according to some embodiments of the present invention stored in the system memory 12.
The computer system/server 10 may also include an input/output (I/O) interface 17 through which the computer system/server 10 may communicate with one or more external devices 18 (e.g., keyboard, pointing device, display, etc.). The external device 18 may also be considered to be included within the computer system/server 10. Also, the computer system/server 10 may also include a network adapter 19 to communicate with one or more networks, such as a Local Area Network (LAN), a Wide Area Network (WAN), and/or a public network, such as the Internet. As shown in FIG. 2, the network adapter 19 communicates with the other modules of the computer system/server 10 via the buses 13. It should be understood that although not shown, the computer system/server 10 may also include other hardware and/or software modules, such as microcode, device drivers, redundant processing units, external disk drive arrays, RAID systems, tape drives, and data backup storage systems.
Referring now to fig. 3, a schematic functional block diagram of a self-service video marketing management system 100 is shown, in accordance with some embodiments of the present invention. It should be noted that the functional modules of the self-service video marketing management system 100 may be implemented by hardware, software, or a combination thereof. In one embodiment, the functional modules of the self-service video marketing management system 100 are implemented by software programs, which may be stored in a storage medium, for example, in the system memory 12 of the computer system/server 10 shown in fig. 2 as the application program 20, and executed by the processor 11 to perform the functions of the functional modules of the self-service video marketing management system 100.
As shown in fig. 3, a self-service video marketing management system 100 according to some embodiments of the present invention includes the following modules:
a tracking module 101 configured to track, in real-time, playback, like and comment of at least one marketing video on each of a plurality of self media on a plurality of video playback platforms via the internet;
a storage module 102 configured to store playback, approval, and comment information of the at least one marketing video on each of a plurality of self media on the plurality of video playback platforms;
a communication module 103 configured to receive a first user request from a client;
a processing module 104 configured to calculate the number of plays, praise and comments of the at least one marketing video in a specified period of time on each self-media; and
the communication module 103 is further configured to present a first user interface to the client, the first user interface including the play, praise, and number of comments of the at least one marketing video over a specified period of time on each self-media.
In further embodiments, the tracking module 101 is further configured to track the forwarding or collection of the at least one marketing video on the each self-media in real-time; the storage module 102 is further configured to store forwarding or collection information; the processing module is further configured to calculate a number of forwards or collections of the at least one marketing video on the each self-media for a specified period of time; and the first user interface further comprises a forward or collection amount of the at least one marketing video on the each self-media for a specified period of time.
The at least one marketing video can be one marketing video or a plurality of marketing videos belonging to the same video marketing project.
The tracking module 101 can track the playing, praise, comment, and forward or favorite data of the marketing video on each self-media on each video playing platform through the monitoring interface provided by each video playing platform. For example, each video playback platform typically provides an Application Program Interface (API) for its contracted client to track video playback and interaction information on the respective media, so that the tracking module 101 can track the playback and interaction information of marketing videos on the respective media by calling the API. Alternatively, the tracking module 101 may track the playing, praise, comment, and forward or favorite data of the marketing video on each self-media on each video playing platform using web crawler technology. As known in the art, using web crawler technology, it is possible to simulate a visitor to browse a page of a video playing platform, obtain a homepage link of a respective media account on the video playing platform, and further obtain an ID of a video published by the visitor, so as to monitor playing, commenting, praise, and the like of the video.
The self-media refers to users who issue text, pictures, videos and other contents on a video playing platform, such as users of micro-signals, microblog numbers, top numbers of the current day, jittering account numbers and the like. The same self-media can have accounts on multiple video playing platforms. Video marketing is carried out through a plurality of self-media on each video playing platform, and the advantages of interaction, instantaneity, directness, low cost, virus type propagation and the like of the self-media can be fully utilized, so that a good marketing effect is obtained. According to the self-service video marketing management system provided by the embodiment of the invention, aiming at the video marketing activities performed through the self-media on the video playing platform, the advertising master user can be allowed to track and manage the video marketing activities in a self-service manner, so that great convenience and benefits are brought to the advertising master user.
The storage module 102 is configured to store the playing, praise, comment, forwarding or collecting information of the at least one marketing video tracked by the tracking module 101 in real time on the self-media of each playing platform. For example, the storage module 102 may include a database management system that may have an associated database (e.g., a relational database). Thus, the storage module 102 may store the following information in a database in association: marketing video identification, video playing platform identification, self-media identification, playing quantity, praise quantity, comment quantity, forwarding or collecting quantity, comment content, time or time period and other information. The time period may be any suitable size, such as 10 minutes, so that the storage module 102 may store information about the playing, praise, review, number of forwards or favorites, content of reviews, etc. of the marketing video every 10 minutes for the respective media on the respective video platforms. In some embodiments, the size of the time period is user settable.
The communication module 103 is used for communication between the self-service video marketing management system 100 and the client, and includes receiving a user request from the client according to a communication protocol between the self-service video marketing management system 100 and the client, extracting user request information according to a protocol format, transmitting the user request information to the processing module 104 for processing, receiving a processing result from the processing module 104, and transmitting the processing result to the client in a form of a response to the request according to the communication protocol. The client may be located in the client device 30 shown in fig. 1. In some embodiments, the communication module 103 may be a web server and, accordingly, the client may be a web browser, and the communication protocol between the two may be the HTTP protocol. In other embodiments, the communication module and the client may communicate using a proprietary communication protocol.
The processing module 104 is configured to calculate, according to the user request information from the client provided by the communication module 103, a playing number, a praise number, a comment number, and a forward or collection number of the at least one marketing video on each self-media on each video playing platform in a specified time period. The processing module 104 may obtain the number of plays, praise, comments, and forwards or collections of the at least one marketing video in the relevant time period on each self-media from the database, and accordingly calculate the number of plays, praise, comments, and forwards or collections of the at least one marketing video in the specified time period on each self-media. The specified time period may be, for example, daily, weekly, or any other time period that may be specified by a user.
The processing module 104 may then communicate the number of plays, praise, review, and forwards or favorites of the at least one marketing video on each self-media for the specified time period to the communication module 103. The communication module 103 may generate and send a first user interface to the client, where the first user interface includes a number of plays, a number of likes, a number of comments, and a number of forwards or collections of the at least one marketing video per self-media in a specified period.
In this way, a user (e.g., an advertiser) can know the playing amount, the praise amount, the comment amount and the forwarding or collecting amount of the marketing video on the respective media on each video playing platform in a specified time period by sending the first request to the self-service video marketing management system 100 on the client device, so that the effect and the process of video marketing can be known timely, specifically and dynamically.
In some embodiments, the processing module 104 may further calculate the total number of plays, praise, comments, and forwards or collections of the at least one marketing video in each video playing platform and all video playing platforms within a specified time period, and the first user interface (or other user interface) generated by the communication module 103 may further include the total number of plays, praise, comments, and forwards or collections of the at least one marketing video in each video playing platform and all video playing platforms within a specified time period, so that the user can obtain an overall understanding of the effects and processes of video marketing.
In some embodiments, the processing module 104 is further configured to extract hotspot words of the at least one marketing video in the plurality of comments on the self-media and count the frequency of occurrence of each hotspot word, and
the first user interface presented by the communication module 103 further includes a comment hotspot graph, where the comment hotspot graph displays each hotspot word in different fonts, and the larger the occurrence frequency of the hotspot words, the larger the font is.
The processing module 104 may first obtain all comments of the at least one marketing video on the plurality of self-media in a specified time period from the database, and then may use any artificial intelligence word segmentation technique known in the art to provide hotspot words from each comment, and further count the frequency of occurrence of each hotspot word, so that the communication module 103 may display all hotspot words in the generated hotspot graph in the first user interface, and display the hotspot words with a greater frequency of occurrence in a larger font, and display the hotspot words with a smaller frequency of occurrence in a smaller font. In this way, the user is enabled to intuitively and accurately learn the actual points of interest and needs of the audience for the at least one marketing video.
In some embodiments, the processing module 104 may further count, for each video playing platform, the occurrence frequency of a hotspot word in a comment on the self-media of the at least one marketing video on the video playing platform, and the comment hotspot graph of each video playing platform may be further included in the first user interface (or other user interface) presented by the communication module 103.
In some embodiments, the processing module 104 is further configured to analyze whether the comments of the at least one marketing video on the plurality of self-media represent positive emotions, negative emotions, or neutral emotions through artificial intelligence emotion analysis techniques, and
the first user interface presented by the communication module 103 further includes a comment emotion analysis graph, the comment emotion analysis graph represents comments of different emotions by color blocks of different colors, and the number of the comments of the corresponding emotion is represented by the size of the area of the color blocks.
The processing module 104 may analyze each comment of the at least one marketing video on the respective self-media using any artificial intelligence emotion analysis technique known in the art to determine whether each comment represents a positive emotion, a negative emotion, or a neutral emotion, and then calculate the number of comments belonging to the positive emotion, the negative emotion, and the neutral emotion, respectively, and provide them to the communication module 103. The communication module 103 may generate and present a comment emotion analysis map to the client according to this, in which comments of different emotions are represented by color blocks of different colors, for example, a comment of a positive emotion is represented by blue, a comment of a negative emotion is represented by red, a comment of a neutral emotion is represented by green, and the larger the area of a color block is, the larger the number of comments representing the corresponding emotion is. The commentary emotion analysis graph may take any suitable form, such as a pie chart, a bar chart, and the like. In this way, the user is enabled to know the overall impression and evaluation of the at least one marketing video by the entire audience very intuitively.
In some embodiments, the first user interface presented by the communication module 103 further includes a list of comments for positive emotions and negative emotions. In such embodiments, the processing module 104 may provide the commentary for each emotion to the communication module 103 after determining whether each commentary for the at least one marketing video on the respective self-media represents a positive emotion, a negative emotion, or a neutral emotion. The communication module 103 may generate a list of positive emotions and a list of negative emotions, and optionally a list of neutral emotions, and present the lists to the user of the client via the first user interface (or other user interface). In this way, the user can conveniently know the comment content of each reviewer on the at least one marketing video through the lists.
In some embodiments, the processing module 104 is further configured to calculate a content rating index for the at least one marketing video based on the amount of the at least one marketing video played, the amount of likes, the amount of comments, and the comment emotion data on the plurality of video playback platforms, and the content rating index is also included in the first user interface presented by the communication module 103.
The content goodness index is an index calculated from the total play and interaction data of the at least one marketing video on the plurality of video platforms (e.g., the total play and interaction data throughout the video marketing campaign or over a specified period of time) that reflects the total marketing effectiveness of the at least one marketing video on the plurality of video playing platforms. The content merit index may be calculated using a variety of calculation methods.
In some embodiments, the processing module 104 is further configured to calculate the content merit index using the following formula:
the content quality index is a sum of [ (platform praise weight log (praise number)/log (benchmarking praise number) + platform comment weight log (benchmarking positive comment number)/log (benchmarking positive comment number) + platform play weight log (playcount)/log (benchmarking playcount)) (the platform playcount/total playcount of the multiple video playing platforms) ], wherein the platform praise weight, the platform comment weight, the platform play weight, and the benchmarking praise number, the benchmarking positive comment number, the benchmarking playcount are derived or preset according to the corresponding platform data.
In some further embodiments, the formula for calculating the content quality index further includes forwarding or collecting data, that is:
the content quality index is the sum of [ (platform praise weight log (praise number)/log (benchmarking praise number) + platform comment weight log (positive comment number)/log (benchmarking positive comment number) + platform play weight log (play number)/log (benchmarking play number) + platform forward or collection weight log (forward or collection number)/log (benchmarking forward or collection number)) ] of each of the plurality of video playing platforms (the platform play number/total play number of the plurality of video playing platforms) ].
The platform approval weight, the platform comment weight, the platform play weight, the platform forward or collection weight of each video playing platform respectively reflect the relative importance between approval, comment, play, forward or collection on the video playing platform, and the sum of the two weights may be 1. The weights of each video playing platform may be the same as or different from the weights of other video playing platforms, and may be preset in the system, and optionally may be adjusted by a user. The setting of the weights may be performed based on insights and experiences of the video playing platforms. For example, for some video playing platforms, it is easy to brush the playing amount, but not easy to brush comments, so the platform playing weight can be set lower, while the platform comment weight is set higher.
The number of the punctuation marks, the number of the punctuation positive comments, the number of the punctuation played and the number of the punctuation forwarding collections of each video playing platform respectively reflect the number of the punctuation marks, the number of the positive comments, the number of the played and the number of the forwarded or collected numbers which are normal, expected or expected for the video on the video playing platform. These benchmarking data may be preset in the system and optionally adjustable by the user. In some embodiments, the benchmarking data may be derived from historical data associated with the platform, for example, the benchmarking data may be an average of corresponding play or interaction data of top-ten best videos on each video playing platform.
By calculating by the processing module 104 and presenting the content goodness index to the client by the communication module 103, the user can be facilitated and quantified to evaluate the overall marketing effectiveness of the at least one marketing video.
In some embodiments, the communication module 103 is further configured to receive a second user request from a client;
the processing module 104 is further configured to generate a chart of the age distribution, gender distribution, and geographic distribution of the at least one marketing video on the plurality of self media on the plurality of video playback platforms; and
the communication module 103 is further configured to present a second user interface to the client, the second user interface including a chart of age distribution, gender distribution, and geographic distribution of the audience of the at least one marketing video on the plurality of self media on the plurality of video playback platforms.
In such embodiments, the tracking module 101 may be further configured to track audience profile (profile) data of the at least one marketing video as it is played on the plurality of self-media on the plurality of video playback platforms in real-time over the internet, which may include, for example, the gender, age, and geographic location of the audience. The tracking module 101 may obtain the audience image data through a corresponding data interface opened by each video playing platform. The storage module 102 may store the audience image data in a database. In this way, the processing module 104 may obtain the audience figure data from the database in response to a second user request from the client received by the communication module 103, and generate a graph of the age distribution, the gender distribution, and the region distribution of the audience. The chart can be in various forms such as a bar chart, a line chart and the like.
In some embodiments, the processing module 104 is further configured to calculate a medium quality index of the at least one marketing video on the plurality of self-media on the plurality of video playing platforms according to the age distribution, gender distribution, and region distribution of the audience of the at least one marketing video on the plurality of self-media on the plurality of video playing platforms, the target age distribution, target gender distribution, and target region distribution, and the medium quality index is further included in the second user interface presented by the communication module 103.
In some further embodiments, the processing module 104 is further configured to calculate the medium merit index using the following formula:
the medium quality index is log (actual sex ratio)/log (target sex ratio), sex weight + the sum of a plurality of target regions (log (actual region ratio)/log (target region ratio)), region weight + the sum of a plurality of target age groups (log (actual age group ratio)/log (target age group ratio)), and age weight, wherein the target sex ratio, sex weight, target region ratio, region weight, target age group ratio and age weight are preset.
The gender weight, the regional weight and the age weight can be preset in the system (for example, set by an advertiser user or set by negotiation between the advertiser user and a video marketing service provider) according to the gender aspect, the regional aspect and the age aspect of the target population targeted by the at least one marketing video, and the sum of the gender weight, the regional aspect and the age aspect can be 1. For example, if the target population to which the at least one marketing video is first directed is young people and the other is female, and the regional difference is not much considered, the age weight may be set to be greater than the gender weight and the regional weight may be set to be minimum. The target gender ratio, the target region ratio and the target age group ratio can be preset in the system according to experience or expectation (for example, the target gender ratio, the target region ratio and the target age group ratio are set by an advertiser user or are set by negotiation between the advertiser user and a video marketing service provider).
The medium quality index is used for measuring the consistency between the crowd actually reached by the at least one marketing video and the expected target crowd of the video marketing activity. The self-service video marketing management system 100 according to some embodiments of the present invention, by calculating and presenting the medium goodness index to the user, can enable the user to conveniently and quantitatively evaluate the effectiveness of his video marketing campaign in propagating medium (e.g., video playing platform and self-media) selections, thereby facilitating the selection of his future video marketing campaigns.
In some embodiments, the communication module 104 is further configured to receive a third user request from a client;
the processing module 103 is further configured to generate a sub-platform list of the plurality of self-media on each of the plurality of video playing platforms, where the sub-platform list lists each self-media on the video playing platform in order, and the number of fans, the playing amount, the like rate, the comment rate, the stability, the ranking trend, and a platform sub-list index of each self-media for the at least one marketing video in a specified time period, where the like rate is the like amount/playing amount, the comment rate is the comment amount/playing amount, the stability represents the stability of the playing, like, and comment data of the self-media, the trend represents a change of the ranking of the self-media on the platform list relative to the last time period, and the platform sub-list index is calculated using the following formula:
the platform ranking index is the platform praise weight log (praise number)/log (benchmarking praise number) + the platform comment weight log (positive comment number)/log (benchmarking positive comment number) + the platform play weight log (play number)/log (benchmarking play number); and
the communication module 103 is further configured to present a third user interface to the client that includes the score platform board.
In response to the third user request from the client, the processing module 103 may obtain play and interaction data such as the play amount, the like of the at least one marketing video on each self-media on each video playing platform in a specified period from a database, and calculate the like, the comment rate, the stability, and the platform leaderboard index for each self-media. The stability of a certain self-media can be derived from the playing, like and comment data of several (e.g. 10) recent videos of the self-media, for example, and the smaller the change of the playing, like and comment data is, the greater the stability is. For example, the stability may be a standard deviation. The platform ranking index is used for measuring the overall marketing effect of the playing and interaction of each self-media on a certain video marketing platform for the at least one marketing video. The platform approval weight, the platform comment weight, the platform play weight, the bid amount approval, the bid amount positive comment number, and the bid amount play number may be preset in the system by a video marketing provider, an advertisement master user, or by negotiation of both, and may optionally be adjusted during operation of the system.
The platform ranking list can rank all the self media on a certain video marketing platform by taking any one of the fan number, the playing amount, the praise rate, the comment rate, the stability, the ranking trend and the platform ranking list index as a ranking standard. Alternatively, the ranking criteria may be selected by the user. The self-service video marketing management system 100 according to some embodiments of the present invention can enable the user to conveniently know the playing and interaction situation of each self-media on each video playing platform and the video marketing effect in general by presenting the sub-platform list to the user, so as to compare and evaluate each self-media.
In some embodiments, the communication module 103 is further configured to receive a fourth user request from the client;
the processing module 104 is further configured to generate a total list of the plurality of self media on the plurality of video playing platforms, wherein the total list lists the plurality of self media in order, and a platform ranking list index, a total stability, a total ranking trend and a total list index of each self media on each video playing platform, wherein the total stability represents the stability of playing, praise and comment data of the self media on the plurality of video playing platforms, the total ranking trend represents the change of the total list ranking of the self media relative to a last period, and the total list index is comprehensively calculated by using the platform ranking list indexes of the self media; and
the communication module 103 is further configured to present a fourth user interface to the client that includes the leader board.
In some further embodiments, the processing module 104 calculates the leader board index using the following algorithm:
the total ranking index is the sum of the ranking indexes of all the platforms/the number of effective platforms (6+ the number of effective platforms)/12.
According to the above formula, the total ranking list index of a certain self-media is based on the average value of the ranking list indexes of the platforms, and the number of the self-media operation platforms is considered, so that the more the operation platforms are, the larger the total ranking list index is. In some embodiments, platforms with platform leaderboard indices that are too low (e.g., less than half of the highest platform leaderboard index) are excluded from the number of valid platforms when calculating the total leaderboard index.
By generating and presenting the total list to the user, the self-service video marketing management system 100 according to some embodiments of the present invention may enable the user to comprehensively know the marketing effect of all the self-media participating in the video marketing campaign on each video playing platform, so as to compare and evaluate each self-media more comprehensively.
In some embodiments, the communication module 103 is further configured to receive a fifth user request from the client;
the processing module 104 is further configured to generate a project schedule chart for the at least one marketing video, the project schedule chart including at least one of a project time advance table in the form of a gantt chart and a project key node table in the form of a timeline; and
the communication module 103 is further configured to present a fifth user interface to the client comprising the project schedule chart.
The project time advance table may list the completion progress of steps (e.g., quotes and confirmations, self-media reports and confirmations, video content generation, reports and confirmations, video publishing, summarization) throughout the process of a video marketing project in the form of a gantt chart. The project key node table may list the time points of each key step in the overall process of the video marketing project in a timeline form.
The self-service video marketing management system 100 according to an embodiment of the present invention enables a user to conveniently and self-service track and manage a video marketing process by presenting a project schedule to the user.
In further embodiments of the present invention, the self-service video marketing management system 100 may also present other user interfaces to the user, providing other functionality, upon a user request from the client. For example, the self-service video marketing management system 100 may also present a registration and login user interface to the client to facilitate user registration and login to the system; an organizational structure of the video marketing project is presented to the client, members of the project team and contact details are presented to the user, and so on.
The self-service video marketing management system 100 according to the embodiment of the present invention is described above with reference to the accompanying drawings, and it should be noted that the above description is only an example and not a limitation of the present invention. In other embodiments of the present invention, the self-service video marketing management system 100 may have more, fewer, or different modules, and the connections, inclusion, and functional relationships between the modules may be different from those described and illustrated. For example, typically, multiple functions performed by one module may be performed by another module or modules; multiple modules performing different functions may be combined into a single larger module performing the functions. All such variations are within the spirit and scope of the present invention.
Referring now to fig. 4, shown is a flow diagram of a method of self-service video marketing management in accordance with an embodiment of the present invention. The steps of the method may correspond to the operation of the functional modules in the self-service video marketing management system 100 according to an embodiment of the invention described above. For the sake of brevity, some details which overlap with the above description are omitted in the following description, and therefore a more detailed understanding of the method may be obtained with reference to the above description.
As shown in fig. 4, the self-service video marketing management method according to the embodiment of the present invention includes the following steps:
in step 401, tracking, in real time, the playing, praise and comment of at least one marketing video on each self media of a plurality of self media on a plurality of video playing platforms through the internet;
at step 402, storing information on play, praise and comment of the at least one marketing video on each of a plurality of self media on the plurality of video playing platforms;
at step 403, receiving a first user request from a client;
in step 404, the playing, praise and comment quantity of the at least one marketing video in a specified period on each self-media is calculated;
in step 405, a first user interface is presented to the client, wherein the first user interface comprises the play, praise and number of comments of the at least one marketing video in a specified period of time on each self-media.
In some embodiments of the present invention, the self-service video marketing management method further comprises the steps of:
extracting hotspot words in the comments of the at least one marketing video on the plurality of self-media and counting the occurrence frequency of each hotspot word, wherein the first user interface further comprises a comment hotspot graph, each comment hotspot word is displayed in different fonts, and the larger the occurrence frequency of the hotspot words is, the larger the font is.
In some embodiments of the present invention, the self-service video marketing management method further comprises the steps of:
and analyzing whether the comments of the at least one marketing video on the self-media represent positive emotions, negative emotions or neutral emotions through an artificial intelligence emotion analysis technology, wherein the first user interface further comprises a comment emotion analysis chart which represents comments of different emotions by color blocks of different colors and represents the number of the comments of the corresponding emotion by the area size of the color blocks.
In some embodiments of the invention, the first user interface further comprises a list of comments for positive emotions and negative emotions.
In some embodiments of the present invention, the self-service video marketing management method further comprises the steps of:
and calculating the content quality index of the at least one marketing video according to the playing, the number of praise and comment emotion data of the at least one marketing video on the plurality of video platforms, wherein the content quality index is also included in the first user interface.
In some embodiments of the invention, the content merit index is calculated using the following formula:
the content quality index is the sum of [ (platform praise weight log (praise number)/log (benchmarking praise number) + platform comment weight log (benchmarking positive comment number)/log (benchmarking positive comment number) + platform play weight log (playcount)/log (benchmarking playcount)) (the platform playcount/total playcount of the multiple video playing platforms) ], wherein the platform praise weight, the platform comment weight, the platform play weight, and the benchmarking praise number, the benchmarking positive comment number, the benchmarking playcount are preset.
In some embodiments of the present invention, the self-service video marketing management method further comprises the steps of:
receiving a second user request from the client;
generating a graph of the age distribution, gender distribution, and geographic distribution of the audience of the at least one marketing video on the plurality of self media on the plurality of video playback platforms; and
presenting a second user interface to a client, wherein the second user interface comprises a chart of age distribution, gender distribution, and geographic distribution of the audience of the at least one marketing video on the plurality of self media on the plurality of video playback platforms.
In some embodiments of the present invention, the self-service video marketing management method further comprises the steps of:
and calculating medium quality indexes of the at least one marketing video on a plurality of self-media on the plurality of video playing platforms according to the age distribution, the gender distribution and the region distribution of the audiences of the at least one marketing video on the plurality of self-media on the plurality of video playing platforms, the target age distribution, the target gender distribution and the target region distribution, wherein the second user interface also comprises the medium quality indexes.
In some embodiments of the invention, the medium merit index is calculated using the following formula:
the medium quality index is log (actual sex ratio)/log (target sex ratio), sex weight + the sum of a plurality of target regions (log (actual region ratio)/log (target region ratio)), region weight + the sum of a plurality of target age groups (log (actual age group ratio)/log (target age group ratio)), and age weight, wherein the target sex ratio, sex weight, target region ratio, region weight, target age group ratio and age weight are preset.
In some embodiments of the present invention, the self-service video marketing management method further comprises the steps of:
receiving a third user request from the client;
generating a sub-platform list of the plurality of self-media on each video playing platform in the plurality of video playing platforms, wherein the sub-platform list lists each self-media on the video playing platform in order, and the number of fans, the playing amount, the like rate, the comment rate, the stability, the ranking trend and a platform sub-list index of each self-media for the at least one marketing video in a specified time period, wherein the like rate is the like rate/the playing amount, the comment rate is the comment amount/the playing amount, the stability represents the stability of the playing, like rate and comment data of the self-media, the ranking trend represents the change of the sub-platform list ranking of the self-media relative to the last time period, and the platform sub-list index is calculated by using the following formula:
the platform ranking index is the platform praise weight log (praise number)/log (benchmarking praise number) + the platform comment weight log (positive comment number)/log (benchmarking positive comment number) + the platform play weight log (play number)/log (benchmarking play number); and
presenting a third user interface to the user that includes the branding list.
In some embodiments of the present invention, the self-service video marketing management method further comprises the steps of:
receiving a fourth user request from the client;
generating a total list of the plurality of self media on the plurality of video playing platforms, wherein the total list lists the plurality of self media in order, and a platform list score index, a total stability, a total ranking trend and a total list index of each self media on each video playing platform, wherein the total stability represents the stability of the self media on the plurality of video playing platforms, the total ranking trend represents the change of the total list ranking of the self media relative to the last time period, and the total list index is comprehensively calculated by using the platform list score indexes of the self media; and
and presenting a fourth user interface comprising the total list to the client.
In some embodiments of the present invention, the self-service video marketing management method further comprises the steps of:
receiving a fifth user request from the client;
generating a project schedule chart for the at least one marketing video, the project schedule chart including at least one of a project time advance table in the form of a Gantt chart and a project key node table in the form of a timeline; and
presenting a fifth user interface to the client that includes the project progress chart.
The self-service video marketing management method according to the embodiment of the present invention is described above with reference to the accompanying drawings, and it should be noted that the above description is only an example and not a limitation of the present invention. In other embodiments of the invention, the method may have more, fewer, or different steps, and the order, inclusion, or functional relationship between the steps may be different from that described and illustrated. For example, multiple functions normally performed in one step may be performed by multiple separate steps; multiple steps performing different functions may be combined into a single larger step performing the functions; some steps may be performed in any order, in parallel, etc. All such variations are within the spirit and scope of the present invention.
In another aspect of the invention, there is also provided a machine-readable storage medium storing machine-executable code instructions which, when executed by a machine, cause the machine to perform a self-service video marketing management method according to any one of the embodiments of the invention.
In yet another aspect of the present invention, there is also provided a computer system comprising a processor and a memory coupled to the processor, the memory having stored therein program instructions, the processor being configured to execute the self-service video marketing management method according to any one of the embodiments of the present invention by loading and executing the program instructions in the memory. As will be appreciated by those skilled in the art, the computer system may also include other components, such as various input and output components, communication components, etc., which are not described in detail since they may be components in existing computer systems.
The self-service video marketing management system and method according to embodiments of the present invention may be implemented by hardware, software, firmware, or any combination thereof. The self-service video marketing management system and method according to embodiments of the present invention may be implemented in a centralized fashion in one computer system, or in a distributed fashion where different elements are spread across several interconnected computer systems. A typical combination of hardware and software could be a general-purpose computer system with a computer program that has program code modules corresponding to the modules in the self-service video marketing management system according to an embodiment of the invention and that, when loaded and executed, controls the computer system such that it carries out the operations and functions of the modules in the self-service video marketing management system according to an embodiment of the invention.
According to the technical scheme of the self-service video marketing management, the effect and the process of video marketing can be tracked and managed by a user in a self-service mode through the Internet, and great convenience is brought to the user.
The foregoing description of the embodiments of the invention has been presented for purposes of illustration and description, and numerous specific details are set forth, such as examples of specific components and steps, in order to provide a thorough understanding of the embodiments of the invention, which are not intended to be exhaustive or limiting of the invention. Individual elements or features of a particular embodiment are generally not limited to that particular embodiment, but, where applicable, are interchangeable and can be used in other embodiments, even if not specifically shown or described. Such variations are not to be regarded as a departure from the disclosure, and all such modifications are intended to be included within the scope of the present invention. In some example embodiments, well-known components, structures, and well-known techniques have not been described in detail.
The terminology used herein is for the purpose of describing particular example embodiments only and is not intended to be limiting. The names of the various components in this application are intended to be descriptive only and not as limitations of the invention. As used herein, the singular forms "a", "an" and "the" are intended to include the plural forms as well, unless the context clearly indicates otherwise. The words "comprise," "comprising," "include," and "have" are inclusive and therefore specify the presence of stated features, entities, steps, operations, elements, and/or components, but do not preclude the presence or addition of one or more other features, entities, steps, operations, elements, components, and/or groups thereof. The steps, processes, and operations described herein are not to be construed as necessarily requiring their performance in the particular order discussed or illustrated, unless an order of performance is explicitly stated. The terms "product" and "article" may be used interchangeably herein.
When a component is referred to or illustrated as being "on," "connected to," or "coupled to" another component, it can be directly on, connected or coupled to the other component or intervening components may be present. Other words used to describe the relationship between components should be interpreted in a similar manner (e.g., "between," "directly between," "adjacent" and "directly adjacent," etc.). As used herein, "connected," "coupled," or similar terms and corresponding illustrations, may refer to any one or more of a mechanical connection, an electrical connection, a communicative connection, and the like, without further specificity. Further, as used herein, the term "and/or", "and/or" includes any and all combinations of one or more of the associated listed items.
The terms "first," "second," and the like, as used herein, are used for descriptive convenience only and do not denote any order or relative importance between the components that they define, and in some cases, components that are defined by different terms may be the same component.
It will be understood that the above embodiments of the present invention are merely exemplary embodiments that have been employed to illustrate the principles of the present invention, and that the present invention is not limited thereto. It will be apparent to those skilled in the art that various changes and modifications can be made therein without departing from the spirit and scope of the invention, and these changes and modifications are also considered to be within the scope of the invention. The scope of the invention is to be defined only by the meaning of the language of the following claims and by the equivalents thereof.
Claims (7)
1. A self-service video marketing management system, comprising:
a tracking module configured to track, in real-time, playback, praise, and comment of at least one marketing video on each of a plurality of self-media on a plurality of video playback platforms via the internet;
a storage module configured to store play, praise, and comment information of the at least one marketing video on each of a plurality of self media on the plurality of video playing platforms;
a communication module configured to receive a first user request from a client;
a processing module configured to calculate the number of plays, praise and comments of the at least one marketing video in a specified period of time on each self-media; and
the communication module is further configured to present a first user interface to the client, the first user interface including a number of plays, praise, and comments of the at least one marketing video over a specified period of time on each self-media;
wherein the processing module is further configured to extract hotspot words in the comments of the at least one marketing video on the plurality of self-media and count the occurrence frequency of each hotspot word, and
the first user interface presented by the communication module further comprises a comment hotspot graph, wherein each hotspot word is displayed in different fonts, and the larger the occurrence frequency of the hotspot word is, the larger the font is;
wherein the processing module is further configured to calculate a content merit index for the at least one marketing video based on the number of plays, praise and review of the at least one marketing video on the plurality of video platforms and the review sentiment data, and
the content merit index is also included in the first user interface presented by the communication module, the processing module is further configured to calculate the content merit index using the following formula:
the content quality index = a sum of [ (platform praise weight log (praise number)/log (benchmarking praise number) + platform comment weight log (benchmarking positive comment number)/log (benchmarking positive comment number) + platform play weight log (playcount)/log (benchmarking playcount)) ] (the platform playcount/total playcount of the plurality of video playing platforms) ], where the platform praise weight, the platform comment weight, the platform play weight, and the benchmarking praise number, the benchmarking positive comment number, the benchmarking playcount are preset.
2. The system of claim 1, wherein the processing module is further configured to analyze whether comments of the at least one marketing video on the plurality of self-media represent positive emotions, negative emotions, or neutral emotions through artificial intelligence emotion analysis techniques, and
the first user interface presented by the communication module further comprises a comment emotion analysis graph, wherein the comment emotion analysis graph represents comments of different emotions by color blocks of different colors, and the number of the comments of the corresponding emotion is represented by the area size of the color blocks.
3. The system of claim 1, wherein,
the communication module is further configured to receive a second user request from the client;
the processing module is further configured to generate a chart of age distribution, gender distribution, and geographic distribution of the audience of the at least one marketing video on the plurality of self media on the plurality of video playback platforms; and
the communication module is further configured to present a second user interface to the client, the second user interface including a chart of age distribution, gender distribution, and geographic distribution of the audience of the at least one marketing video on the plurality of self media on the plurality of video playback platforms.
4. The system of claim 3, wherein the processing module is further configured to calculate a media goodness index of the at least one marketing video on the plurality of self media on the plurality of video playback platforms based on the fit of the age, gender, and geographic distribution of the audience of the at least one marketing video on the plurality of self media on the plurality of video playback platforms to a target age, gender, and geographic distribution, and the target geographic distribution
The second user interface presented by the communication module further includes the medium merit index.
5. The system of claim 1, wherein,
the communication module is further configured to receive a third user request from the client;
the processing module is further configured to generate a sub-platform list of the plurality of self-media on each video playing platform in the plurality of video playing platforms, the sub-platform list lists each self-media on the video playing platform in order, and the number of fans, the playing amount, the like rate, the comment rate, the stability, the ranking trend, and a platform sub-list index of each self-media for the at least one marketing video in a specified period, wherein the like rate is the like amount/the playing amount, the comment rate is the comment amount/the playing amount, the stability represents the stability of the playing, like, and comment data of the self-media, the ranking trend represents the change of the sub-platform list ranking of the self-media relative to the last period, and the platform sub-list index is calculated by using the following formula:
the platform ranking index = platform praise weight log (praise number)/log (benchmarking praise number) + platform comment weight log (positive comment number)/log (benchmarking positive comment number) + platform play weight log (play number)/log (benchmarking play number); and
the communication module is further configured to present a third user interface to the client that includes the branding board.
6. The system of claim 1, wherein,
the communication module is further configured to receive a fourth user request from the client;
the processing module is further configured to generate a total list of the self media on the video playing platforms, wherein the total list lists the self media in order, and a platform ranking index, a total stability, a total ranking trend and a total list index of each self media on each video playing platform, wherein the total stability represents the stability of playing, praise and comment data of the self media on the video playing platforms, the total ranking trend represents the change of the total list ranking of the self media relative to the last period, and the total list index is comprehensively calculated by using the platform ranking indexes of the self media; and
the communication module is further configured to present a fourth user interface to the client that includes the master leaderboard.
7. A self-service video marketing management method, comprising:
tracking the playing, praise and comment of at least one marketing video on each self-media of a plurality of self-media on a plurality of video playing platforms in real time through the Internet;
storing the play, praise, and comment information of the at least one marketing video on each of a plurality of self media on the plurality of video playing platforms;
receiving a first user request from a client;
calculating the number of plays, praise and comments of the at least one marketing video in a specified time period on each self-media; and
presenting a first user interface to a client, wherein the first user interface comprises the playing, praise and comment quantity of the at least one marketing video in a specified time period on each self-media;
wherein the method further comprises extracting hotspot words in the comments of the at least one marketing video on the plurality of self-media and counting the occurrence frequency of each hotspot word, and
the first user interface further comprises a comment hotspot graph, wherein each hotspot word is displayed in different fonts, and the larger the occurrence frequency of the hotspot words is, the larger the font is;
wherein the method further comprises calculating a content merit index for the at least one marketing video based on the number of plays, praise and review of the at least one marketing video on the plurality of video platforms and the review sentiment data, and
the content merit index is also included in the first user interface, the method further comprising calculating the content merit index using the following formula:
the content quality index = a sum of [ (platform praise weight log (praise number)/log (benchmarking praise number) + platform comment weight log (benchmarking positive comment number)/log (benchmarking positive comment number) + platform play weight log (playcount)/log (benchmarking playcount)) ] (the platform playcount/total playcount of the plurality of video playing platforms) ], where the platform praise weight, the platform comment weight, the platform play weight, and the benchmarking praise number, the benchmarking positive comment number, the benchmarking playcount are preset.
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