JP2018005347A - Relation creation device, relation creation method, and program for the same - Google Patents

Abstract

PROBLEM TO BE SOLVED: To efficiently specify an active person by a device for creating the relation with a person who posts information on the Internet about a specific brand.SOLUTION: A relation creation device 200 includes: a communication unit 201 for sending and receiving data between a terminal 210 of a person and at least one SNS 220; a processing unit 202 such as a CPU; and a storage unit 203 such as a memory and a storage. The communication unit 201 sends a campaign, including a guidance for participation in an event exclusive for ambassadors, to the terminal 210 of a registered ambassador (S401). When an ambassador describes a speech and specifies a posting destination on a web page on the participation guidance displayed on the display screen of the terminal 210, a relation creation device 200 receives the data at the communication unit 201 (S402). The communication unit 201 sends a posting instruction for posting a received speech to at least one specified SNS 220 (S403).SELECTED DRAWING: Figure 4

Description

  The present invention relates to a relationship building device, a relationship building method, and a program therefor, and more specifically, a relationship building device, a relationship building method for building a relationship with an individual who posts a predetermined brand on the Internet, and therefore Related to the program.

  In recent years, marketing methods using social media have been used. Celebrities who have many followers in social network services (SNS) such as Twitter (registered trademark) are called “influencers”, and the influence of these influencers can affect tens of thousands and hundreds of thousands of people. There is also.

  On the other hand, even if it is a general fan / supporter who affects only tens or hundreds of people around him, organize these fans in units of thousands or tens of thousands. If possible, it can affect tens of thousands and hundreds of thousands of people as a result. As a method that focuses on the influence of ordinary people rather than celebrities, “ambassador marketing” is spreading.

  “Ambassadors” refer to fans and supporters who want to be actively involved in individual companies and products, unlike influencers that are identified using the influence of individual celebrity as an indicator. This is illustrated in Fig. 1, and there are various types of ambassadors, from low-impact people to high-impact people, all trying to have a certain degree of involvement in the brands of target companies and products. He is a fan with high heat and strong connection with products and services. Ambassadors who make positive statements about their favorite companies and brands and support other users in response to changes in the environment that make it easier for individuals to disseminate information through the development of social media It is appearing.

  In Patent Document 1, it is important to find useful influencers that are useful not only for influencers in SNS but also in their own PR and marketing, and an influencer evaluation method therefor is disclosed.

JP 2014-21889 A

  In conducting ambassador marketing, each company discovers its own brand ambassador, and each person's influence is not as great as that of a celebrity, so it is possible to build and organize long-term relationships. Necessary.

  Although it is possible to increase the number of ambassador registrants by preparing an ambassador registration page on the Internet and introducing the page on your SNS, there is still room for improvement. .

  The present invention has been made in view of such problems, and its object is to build a relationship building apparatus, a relationship building method, and a method for building a relationship with an individual who posts a predetermined brand on the Internet. The purpose of this program is to efficiently identify active individuals.

  In order to achieve such an object, a first aspect of the present invention is a relationship building method for building a relationship with an individual who makes a posting on the Internet for a predetermined brand, Sending a link to a web page corresponding to the campaign to an individual selected as a target for participation in a campaign from among a plurality of individuals registered as ambassadors; and accessing the web page to access the web page The step of receiving the utterance described by the selected individual together with the designation of one or more SNSs designated as the posting destination of the utterance, and the posting instruction for posting the received utterance Or transmitting to a plurality of SNSs.

  According to a second aspect of the present invention, in the first aspect, the web page has a detailed page that can be browsed only by the selected individual or a link to the detailed page.

  According to a third aspect of the present invention, in the first aspect, the web page has a detailed page that can be browsed only by registered individuals or a link to the detailed page.

  According to a fourth aspect of the present invention, in the first aspect, the web page is set to avoid collection by a search engine.

  According to a fifth aspect of the present invention, in any one of the first to fourth aspects, the posting instruction is made by adding a predetermined character string associated with the predetermined brand to the remark. It is the instruction | indication of this.

  In addition, according to a sixth aspect of the present invention, in any one of the first to fourth aspects, the posting instruction is an instruction for posting by adding a predetermined character string unique to the campaign to the utterance. It is characterized by that.

  According to a seventh aspect of the present invention, in the fifth or sixth aspect, the predetermined character string includes a hash tag.

  According to an eighth aspect of the present invention, in the fifth or sixth aspect, the predetermined character string includes a link to a web page for performing registration as the ambassador.

  According to a ninth aspect of the present invention, in the eighth aspect, the web page for registering as the ambassador is a response column for the use frequency of the product or service of the predetermined brand and the motivation for registration. It is characterized by including.

  Further, according to a tenth aspect of the present invention, in any one of the first to ninth aspects, the received utterance is stored for each campaign as post data to each SNS together with the designated one or more SNSs. The method further includes the step of:

  The eleventh aspect of the present invention further includes the step of specifying an individual whose activity frequency or activity amount is equal to or greater than a predetermined threshold based on at least a part of the stored post data in the tenth aspect. It is characterized by that.

A twelfth aspect of the present invention, in the tenth aspect, is a step of collecting post data from one or a plurality of SNSs associated with each of a plurality of registered individuals, the stored post data, Further comprising the step of identifying an individual whose activity frequency or activity amount is equal to or greater than a predetermined threshold based on at least a part of the collected post data.

  According to a thirteenth aspect of the present invention, in the twelfth aspect, the post data to be collected includes data outside the campaign period.

  In addition, according to a fourteenth aspect of the present invention, in the twelfth or thirteenth aspect, the post data to be collected is limited to one including a predetermined character string associated with the predetermined brand. It is characterized by.

  According to a fifteenth aspect of the present invention, in any one of the eleventh to fourteenth aspects, the activity frequency is a speech frequency, and the activity amount is a speech number.

  According to a sixteenth aspect of the present invention, in any one of the eleventh to fifteenth aspects, the activity frequency or activity amount is further calculated based on a past campaign participation history. .

  According to a seventeenth aspect of the present invention, in any one of the eleventh to sixteenth aspects, the selection is performed based on the activity frequency or the activity amount.

  Further, an eighteenth aspect of the present invention is the method according to any one of the eleventh to seventeenth aspects, further comprising the step of notifying each individual of the activity frequency or activity amount.

  According to a nineteenth aspect of the present invention, there is provided a program for causing a computer to execute a relationship building method for building a relationship with an individual who posts a predetermined brand on the Internet, the relationship building method Transmitting a link to a web page corresponding to the campaign to an individual selected as a guide for participation in a campaign from among a plurality of individuals registered as ambassadors of the predetermined brand; A step of receiving a statement described by the selected individual by accessing a web page together with designation of one or a plurality of SNSs designated as posting destinations of the statement, and a posting instruction for posting the received statement To the designated one or more SNSs.

  According to a twentieth aspect of the present invention, there is provided a relationship building apparatus for building a relationship with an individual who posts on the Internet for a predetermined brand, and a plurality of individuals registered as ambassadors of the predetermined brand. The link to the web page corresponding to the campaign is transmitted to the individual selected as the guidance for participation in the campaign from among the above, and the statement described by the selected individual by accessing the web page, It is received together with the designation of one or more SNS designated as the posting destination of the message, and a posting instruction for posting the received message is transmitted to the designated one or more SNS. And

  According to one aspect of the present invention, active identities are efficiently identified by sending campaign participation guidance to registered ambassadors and posting these ambassador campaign statements to the SNS. It becomes possible to do.

It is a figure which shows the relationship between an influencer and an ambassador. It is a figure which shows the relationship construction apparatus concerning 1 aspect of this invention. It is a figure which shows an example of the management screen provided with the relationship construction apparatus concerning 1 aspect of this invention. It is a figure which shows the relationship construction method concerning 1 aspect of this invention.

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

(Basic configuration of the present invention)
FIG. 2 illustrates a relationship construction device according to one aspect of the present invention. The relationship building device 200 is a device for building a relationship with an individual who posts a predetermined brand on the Internet, and a terminal 210 such as a smartphone, a tablet, a notebook PC, or a desktop used by each individual, and one or more A communication unit 201 such as a communication interface that transmits or receives data to or from the SNS 220, a processing unit 202 such as a CPU, and a storage unit 203 such as a memory or a storage are provided.

  Although the relationship building device 200 is illustrated as a single device, the relationship building device 200 may be configured by a plurality of devices, and may be configured by executing a program for performing each processing described below in the processing unit 202. it can. The program may be a single program or may be composed of a plurality of programs.

  In the storage unit 203 of the relationship building device 200 or a storage device accessible from the relationship building device 200, a plurality of individuals are already registered as ambassadors of a predetermined brand. Hereinafter, when it is described that it is stored in the storage unit 203, it also includes storage in a storage device accessible from the relationship building device 200. Registration as an ambassador is possible by inputting in the answer column from a registration page on the Internet, and the required items and optional items to be input differ depending on each brand. As an example, a plurality of items of name, age or age, gender, address, residence area such as prefecture, etc., SNS used, blog name, and e-mail address can be set as essential items. In addition, enthusiasm or motivation to register as an ambassador, the amount spent for a half year on the product or service of the brand, the number of products owned by the brand, the frequency of use of the service, etc. may be optional items. For example, the registration requires a positive commitment to the brand, and it is possible to select strong ambassadors.

  The relationship building apparatus 200 functions as a platform for communication between a plurality of ambassadors registered in this way and the brand owner of each brand. FIG. 3 shows an example of a management screen provided by the relationship building device. The management screen 300 can display a list of users or ambassadors, and by selecting a predetermined tag 301, it is possible to filter to ambassadors associated with the tags. In addition, based on the data connection tab 302, the number of Twitter (registered trademark) followers, the number of Twitter utterances, the number of Instagram (registered trademark) followers, the number of Instagram utterances, and the like, based on the activity index on the Internet or SNS or these data By selecting the influence index for each user and concatenating these data, it is possible to display together with the list of ambassadors, and it is also possible to filter the ambassadors based on these data. In addition, by selecting a specific form from the form tab 303 for selecting a web page or form used in the campaign described later, it is possible to display a statement made by each ambassador in the campaign or an overview thereof. . It is also possible to send messages all at once by selecting an ambassador and tapping or clicking a “send mail” button 304.

  The communication unit 201 transmits a participation guide to a campaign, for example, an event limited to the ambassador, to the terminal 210 of the registered ambassador (S401). Specifically, a link to a web page corresponding to the can page can be transmitted. The ambassador targeted for participation guidance can be selected not based on all registered ambassadors but based on the amount of activity or activity frequency. The “activity frequency” can be defined as an activity amount within a predetermined period.

  The campaign web page has a description field for entering a comment related to a brand or a campaign, and one or a plurality of SNSs 220 for posting the comment can be designated. When the ambassador writes a statement and designates a posting destination on the web page displayed on the display screen of the terminal 210, the relationship building apparatus 200 receives these data by the communication unit 201 (S402). The received data may be stored in the storage unit 203 for each campaign, for example. For example, a brand administrator can check a list of statements in each campaign on the management screen provided by the relationship building apparatus 200.

  The communication unit 201 transmits a posting instruction for posting the received remark to the designated one or more SNSs 220 (S403).

  As described above, according to one aspect of the present invention, it is possible to grasp whether or not an ambassador targeted for participation in a campaign has participated, and an active individual can be efficiently identified.

  If posting to one or a plurality of SNSs 220 is a condition for participation in the campaign, it is also possible to filter individuals who have a favor for the brand but are not highly supported. In addition, the ambassador does not post directly to the selected SNS 220, but can contribute to each ambassador by posting via the relationship building device 200 as a platform. Even if an SNS that is not permitted to be collected is included, the relationship building apparatus 200 can accumulate the statements of each ambassador.

(Campaign page)
The campaign web page to which the link is transmitted to the ambassador may be a registered ambassador or a web page having a detailed page that can be browsed only by an ambassador selected from the ambassador or a link there. Even if anyone can view the campaign page itself on the Internet, ambassador registration can be promoted by requiring authentication by a password obtained by ambassador registration to the detailed page for participating in the campaign.

  Campaign pages can also be set to avoid collection by search engines. In this case, the existence of the campaign can be known only by registered ambassadors, and others can be known for the first time by posting to one or more SNSs 220 of the ambassadors participating in the campaign. In this way, it is possible to motivate an unregistered person to register as an ambassador in advance.

(Post contents)
Posting contents posted to one or a plurality of SNSs 220 in accordance with a posting instruction may include a predetermined character string associated with a brand added to the above-mentioned remarks written by the ambassador. Also, a predetermined character string unique to the campaign can be added by, for example, a hash tag. Moreover, a link to a web page for performing ambassador registration may be added as a predetermined character string.

(Activity frequency / activity)
Based on at least a portion of the posted data, the processing unit 202 can obtain an activity frequency such as a speech frequency or an activity amount such as a speech amount and specify an individual who is equal to or greater than a predetermined threshold. The processing unit 202 may further calculate an activity frequency or an activity amount based on a participation history such as a statement in a past campaign.

  As described above, the ambassadors that are targeted for participation in the campaign may be selected from registered ambassadors, but are calculated using the participation history of the campaign that was performed before the new campaign. Selection may be made based on activity frequency or activity amount.

  In addition to remarks from participation in a campaign, post data for accounts associated with registered ambassadors may be collected from one or more SNS 220. Post data may be collected. In one example, post data to be collected is limited to data including a predetermined character string associated with a predetermined brand.

  The processing unit 202 calculates the activity frequency or activity amount of each ambassador based on the posted data posted by participating in the campaign and at least a part of the posted data collected as described above. It is possible to identify an individual.

  Note that the calculated activity frequency or activity amount is used in the relationship building apparatus 200 and may be notified to each individual.

200 Relation Building Device 201 Communication Unit 202 Processing Unit 203 Storage Unit 210 Terminal 220 SNS
300 Management Screen 301 Tag 302 Data Tab 303 Form Tab 304 Mail Send Button

Claims (20)

A relationship building method for building a relationship with an individual who posts on the Internet for a given brand,
Sending a link to a web page corresponding to the campaign to an individual selected as an invitation to participate in a campaign from among a plurality of individuals registered as ambassadors of the predetermined brand;
Receiving the statement described by the selected individual by accessing the web page, together with the designation of one or more SNSs designated as the posting destination of the statement;
Transmitting a posting instruction for posting the received utterance to the designated one or more SNSs.   2. The relationship construction method according to claim 1, wherein the web page has a detailed page that can be browsed only by the selected individual or a link to the detailed page.   2. The relationship building method according to claim 1, wherein the web page has a detailed page that can be browsed only by registered individuals or a link to the detailed page.   The relation construction method according to claim 1, wherein the web page is set to avoid collection by a search engine.   5. The relationship construction method according to claim 1, wherein the posting instruction is an instruction for adding a predetermined character string associated with the predetermined brand to the utterance for posting. 6. .   The relation posting method according to claim 1, wherein the posting instruction is an instruction for adding a predetermined character string unique to the campaign to the utterance.   The relation construction method according to claim 5 or 6, wherein the predetermined character string includes a hash tag.   The relation building method according to claim 5 or 6, wherein the predetermined character string includes a link to a web page for performing registration as the ambassador.   9. The relationship construction method according to claim 8, wherein the web page for performing registration as the ambassador includes a response column for a use frequency of the product or service of the predetermined brand and a motive for performing registration.   The relation construction according to claim 1, further comprising a step of storing the received utterance for each campaign as post data to each SNS together with the designated SNS. Method.   The relationship construction method according to claim 10, further comprising: identifying an individual whose activity frequency or activity amount is equal to or greater than a predetermined threshold based on at least a part of the stored post data. Collecting post data from one or more SNSs associated with each of a plurality of registered individuals;
11. The method according to claim 10, further comprising: identifying an individual whose activity frequency or activity amount is equal to or greater than a predetermined threshold based on at least a part of the stored posting data and the collected posting data. How to build relationships.   13. The relationship building method according to claim 12, wherein the post data to be collected includes data outside the campaign period.   14. The relationship construction method according to claim 12, wherein the posting data to be collected is limited to data including a predetermined character string associated with the predetermined brand.   The relationship construction method according to claim 11, wherein the activity frequency is an utterance frequency, and the activity amount is an utterance number.   The relationship construction method according to claim 11, wherein the activity frequency or activity amount is further calculated based on a history of participation in a past campaign.   The relation construction method according to claim 11, wherein the selection is performed based on the activity frequency or the activity amount.   The relationship construction method according to claim 11, further comprising a step of notifying each individual of the activity frequency or activity amount. A program for causing a computer to execute a relationship building method for building a relationship with an individual who posts a predetermined brand on the Internet, the relationship building method comprising:
Sending a link to a web page corresponding to the campaign to an individual selected as an invitation to participate in a campaign from among a plurality of individuals registered as ambassadors of the predetermined brand;
Receiving the statement described by the selected individual by accessing the web page, together with the designation of one or more SNSs designated as the posting destination of the statement;
Transmitting a posting instruction for posting the received message to the designated one or more SNSs. A relationship building device for building a relationship with an individual who posts on the Internet for a given brand,
A link to a web page corresponding to the campaign is sent to an individual selected as a target for participation in a campaign from among a plurality of individuals registered as ambassadors of the predetermined brand,
Receiving the statement described by the selected individual accessing the web page, along with the designation of one or more SNS designated as the posting destination of the statement,
A relationship construction device, wherein a posting instruction for posting the received remark is transmitted to the designated one or more SNSs.

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