JP7420424B1 - Information processing device, information processing method, and information processing program - Google Patents

Abstract

According to the present invention, a creator can effectively support a sponsor's campaign. [Solution] Based on UGC (User Generated Content), the identification information of the account indicating the upload source displayed at the top of the search for each of multiple hashtags is acquired, the search ranking is assigned, and the information is stored in the storage unit. an acquisition unit that stores information, an account evaluation unit that evaluates the influence of multiple accounts by aggregating search rankings corresponding to multiple hashtags for each of the identification information of multiple accounts, and evaluation results of the account evaluation unit. The information processing apparatus includes an account presentation unit that selects and presents identification information of an account suitable for uploading for a new campaign from identification information of a plurality of accounts based on the above. [Selection diagram] Figure 1

Description

The present invention relates to an information processing device, an information processing method, and an information processing program.

In the above technical field, Patent Document 1 discloses a technology in which a hashtag that matches a campaign received from a content sponsor is presented to the content sponsor, and the hashtag selected by the content sponsor is used as a campaign selection criterion. . Further, Patent Document 2 discloses a technique of pairing an influencer with an advertising campaign using keywords extracted from the influencer's posts.

Special table 2017-501480 publication Special Publication No. 2020-514847

However, with the technology described in the above literature, it was not possible to provide effective support for new campaigns using creators.

An object of the present invention is to provide a technique for solving the above-mentioned problems.

In order to achieve the above object, the device according to the present invention includes:
For a UGC (User Generated Content ) database that accumulates upload history showing the relationship between social media, data uploaded to social media, and accounts as upload sources of the data in communities on social network services , Uploaded data to multiple social media sites with search rankings when performing a hashtag search using each of multiple hashtags related to the new campaign , and to multiple social media sites with the search rankings. an acquisition unit that acquires identification information of multiple accounts indicating upload sources;
an account evaluation unit that calculates an evaluation index for the plurality of hashtags using at least the search ranking for each of the plurality of accounts;
an account presentation unit that selects and presents identification information of an account suitable for uploading data for the new campaign from identification information of the plurality of accounts based on the evaluation index ;
An information processing device comprising:

In order to achieve the above object, the method according to the present invention includes:
In an information processing system including an acquisition unit, an account evaluation unit, and an account presentation unit,
UGC (User Generated Content) in which the acquisition unit has accumulated upload history indicating the relationship between social media, data uploaded to social media, and accounts as data upload sources in a community on a social network service. A database of multiple social media with search rankings when a hashtag search is performed using each of multiple hashtags related to a new campaign , and uploading of data to the multiple social media. a retrieving step of retrieving identification information of the plurality of accounts indicating the origin;
an account evaluation step in which the account evaluation unit calculates an evaluation index for the plurality of hashtags for each of the plurality of accounts using at least the search ranking; and an account evaluation step in which the account presentation unit calculates an evaluation index for the plurality of hashtags, using at least the search ranking ; an account presentation step of selecting and presenting identification information of an account suitable for uploading data for the new campaign from the identification information of the plurality of accounts;
This is an information processing method that includes.

In order to achieve the above object, the program according to the present invention:
A UGC (User Generated Content) database that accumulates upload history showing the relationship between multiple social media, data uploaded to each social media, and the account as the upload source of the data in a community on a social network service . , multiple social media with search rankings when a hashtag search is performed using each of multiple hashtags related to a new campaign , and the upload source that uploaded data to the multiple social media. a retrieval step of retrieving account identification information indicating the account;
an account evaluation step of calculating an evaluation index for the plurality of hashtags using at least the search ranking for each of the plurality of accounts that have uploaded data to each of the plurality of social media ;
an account presentation step of selecting and presenting identification information of an account suitable for uploading data for the new campaign from identification information of the plurality of accounts based on the evaluation index ;
This is an information processing program that causes a computer to execute.

According to the present invention, it is possible to effectively support a new campaign using a creator.

FIG. 1 is a block diagram showing the configuration of an information processing device according to a first embodiment. It is a figure which shows the display screen regarding marketing support based on 2nd Embodiment. It is a figure showing the processing procedure of marketing support concerning a 2nd embodiment. FIG. 2 is a diagram showing the configuration of a system including an information processing device according to a second embodiment. FIG. 7 is a sequence diagram showing an operation procedure in a system including an information processing device according to a second embodiment. It is a figure explaining marketing support concerning a 2nd embodiment. It is a figure explaining marketing support concerning a 2nd embodiment. It is a figure explaining marketing support concerning a 2nd embodiment. It is a figure explaining marketing support concerning a 2nd embodiment. It is a figure explaining marketing support concerning a 2nd embodiment. FIG. 2 is a block diagram showing the configuration of an information processing device according to a second embodiment. FIG. 7 is a diagram showing the configuration of a database according to a second embodiment. FIG. 2 is a block diagram showing the configuration of a collection unit according to a second embodiment. FIG. 7 is a diagram showing a hashtag search according to a second embodiment. It is a flowchart which shows the processing procedure of the collection part based on 2nd Embodiment. FIG. 2 is a block diagram showing the configuration of a total analysis unit according to a second embodiment. FIG. 7 is a diagram illustrating processing of a total analysis unit according to a second embodiment. FIG. 7 is a diagram illustrating processing of a total analysis unit according to a second embodiment. FIG. 7 is a diagram illustrating processing of a total analysis unit according to a second embodiment. FIG. 7 is a diagram illustrating processing of a total analysis unit according to a second embodiment. It is a flowchart which shows the processing procedure of the aggregation analysis part based on 2nd Embodiment. FIG. 2 is a block diagram showing the configuration of an output content analysis section according to a second embodiment. 7 is a flowchart showing a processing procedure of an output content analysis unit according to a second embodiment. FIG. 7 is a block diagram showing the configuration of a proposal assignment section and an effect measurement section according to a second embodiment. 7 is a flowchart showing a processing procedure of a proposal assignment unit and an effect measurement unit according to the second embodiment. FIG. 7 is a diagram illustrating processing of a proposal assignment unit according to a second embodiment. FIG. 7 is a diagram illustrating processing of an effect measurement unit according to a second embodiment. FIG. 7 is a diagram illustrating processing of an effect measurement unit according to a second embodiment.

DESCRIPTION OF THE PREFERRED EMBODIMENTS Embodiments of the present invention will be described in detail below by way of example with reference to the drawings. However, the components described in the following embodiments are merely examples, and the technical scope of the present invention is not intended to be limited thereto.

[First embodiment]
An information processing apparatus 100 as a first embodiment of the present invention will be described using FIG. 1. The information processing device 100 is a device that presents identification information of an account suitable for uploading for a new campaign.

As shown in FIG. 1, the information processing device 100 includes an acquisition section 101, an account evaluation section 102, and an account presentation section 103. The acquisition unit 101 acquires account identification information 112 indicating the upload source displayed at the top of the search for each of the plurality of hashtags 111 based on UGC 110 (User Generated Content), and assigns a search ranking 114 to the account identification information 112. and stored in the storage unit 104. The account evaluation unit 102 aggregates the search rankings corresponding to the plurality of hashtags for each of the identification information of the plurality of accounts, and evaluates the degree of influence of each of the plurality of accounts 121 (122). Based on the evaluation result of the account evaluation section 102, the account presentation section 103 selects and presents the identification information 131 of an account suitable for uploading for a new campaign from among the identification information of a plurality of accounts.

According to this embodiment, effective support can be provided for a new campaign using a creator.

[Second embodiment]
Next, an information processing apparatus according to a second embodiment of the present invention will be described. 2A to 9E are diagrams for explaining a system having an information processing device. The information processing device obtains the identification information (for example, account name) of the upload source account that is uploading to the top social media that is ranked high in the search for each of multiple hashtags based on UGC (User Generated Content). do. Then, the account identification information is assigned a search ranking and stored in the storage unit. Then, the search rankings corresponding to the plurality of hashtags are aggregated for each of the identification information of the plurality of accounts, and each of the plurality of accounts is evaluated. Furthermore, based on the account evaluation results, identification information of an account suitable for uploading for a new campaign is selected from identification information of a plurality of accounts and presented.

Note that it is desirable to select multiple hashtags related to the new campaign. In addition, based on the UGC linked to the acquired identification information of multiple accounts, at least two of each account's number of rankings, highest ranking, power multiplied by a coefficient, average engagement, and average number of comments. is output as the evaluation result. In addition, regarding the identification information of accounts suitable for uploading for the new campaign presented, based on the number of followers collected from UGC, recent upload trends, and upload content, we will determine which accounts are more suitable for uploading for the new campaign. Select identification information. Then, among a plurality of creators who each have identification information of a plurality of selected accounts, the effect of uploading for a new campaign by a creator who has consented to uploading for a new campaign is evaluated.

UGC is the history of user uploads to SNS (Social networking services) such as Instagram, Twitter, Facebook, Line, Tiktok, etc. via networks such as LAN (Local area network), WAN (Wide area network), and the Internet. , in this embodiment, it is assumed that the information is stored in the UGC database. Here, the user is a general upload source or viewer, the person (advertiser: sponsor) who requests marketing support when conducting a campaign by uploading is the campaign request source, and the person who uploads requested for marketing support. is called a creator (influencer).

<Display screen regarding marketing support>
FIG. 2A is a diagram showing a display screen related to marketing support.

The left diagram of FIG. 2A shows that by starting the marketing support application from the operation screen 210 of the marketing support server, and inputting multiple hash tags, the top social media where the hashtag was used, for example, the top 3000 social media, is displayed. This is a screen 211 for searching for media. This hash tag search can be realized using the Instagram Graph API, for example.

The center diagram of FIG. 2A is a screen 221 for searching for identification information of accounts uploaded to the top social media from the operation screen 210 of the marketing support server for the top social media searched for each hashtag by Hashtag search. . This account search can be realized using the Instagram oEmbed API, for example. Then, the evaluations for each piece of account identification information are totaled, and the creator corresponding to the account identification information is selected.

The right diagram of FIG. 2A is a screen 231 that notifies account identification information for creators suitable for a new campaign. If permission is obtained, the creator of the account identification information notified on the screen 231 is requested to upload the new campaign.

<Processing procedure for marketing support>
FIG. 2B is a diagram showing a processing procedure for marketing support. The marketing support of this embodiment consists of four major phases. Phase 1 is an "input/collection phase S210" in which a high-ranking social media is searched for each of a plurality of hashtags, and identification information of an account used in the high-ranking social media and its upload contents are collected. Phase 2 is the "aggregation/analysis phase S220" which aggregates the ranking data of the top social media and outputs the aggregate results for each account. In phase 3, the output data is sorted by tabulation item to pick up the identification information of excellent accounts in the items appropriate for the campaign, and additional information is accessed using the identification information of the picked up account for additional investigation. Finally, there is an "output content analysis phase S230" in which identification information of accounts appropriate for this campaign is compiled into a list and proposed to the campaign requester. Phase 4 is a "proposal/assignment phase S240" in which identification information of the campaign requester and the final request target account is determined, request negotiation (scouting) is performed, and uploading is requested to the account with successful negotiation. be. After that, it searches the upload results related to the new campaign, verifies the upload effect, and provides feedback for selecting hashtags and selecting appropriate account identification information to realize more appropriate account selection for the new campaign ( S250).

In the "input/collection phase S210", a hashtag to be used for hashtag search is selected in step S211. Note that the selection of the hashtag may be an arbitrary selection or a selection related to the new campaign. Although the number of hashtags to select is not limited, five hashtags are selected in this embodiment. In step S213, the Instagram Graph API is used to obtain the top social media (for example, up to 3000) for each of the selected hashtags. Next, in step S215, the Instagram 0Embed API is used to obtain the identification information of the upload source account from the data of each high-ranking social media. Then, in step S217, the upload data is stored in the database with a search ranking given in the order in which the account identification information was obtained. Note that in the "input/collection phase S210", steps S211 to S217 are repeated for each selected hashtag as many times as there are hashtags.

In the "aggregation/analysis phase S220," in step S221, the ranking data of the top social media is aggregated, and the names are collated starting from the identification information of the upload source account. Items to be aggregated include, for example, the number of rankings, the highest ranking, "power" obtained by multiplying the ranking by a predetermined coefficient, average engagement, and average number of comments. Then, in step S223, each total value is output for each account as a whole and/or for each hashtag.

In the "output content analysis phase S230," in step S231, the output data is sorted by tabulation item to pick up identification information of excellent accounts in items appropriate for the campaign. Next, in step S233, additional information on the identification information of the picked up account is accessed to Instagram's official website for additional investigation. For example, check the number of followers, recent upload trends, and upload content. Then, a list is created of the identification information of the accounts judged to be excellent and suitable for the current campaign, and a proposal is made to the campaign requester to decide which accounts to assign.

In the "proposal/assignment phase S240," in step S241, an account to be assigned is finalized together with the campaign requester, and scouting for an upload request is performed. If the upload request is accepted, in step S245, the account of the upload request destination is requested to upload according to the campaign content. If not accepted, the request is canceled in step S243.

Then, in step S250, the effectiveness of uploads by the assigned account is measured, such as whether the uploads are ranked in the top social media and whether there is engagement. The measured effects will be fed back into selecting hashtags and selecting accounts suitable for campaigns, leading to more appropriate account selection for new campaigns.

<System including information processing device>
FIG. 3A is a diagram showing the configuration of a system 300 including an information processing device 310.

System 300 includes the following components connected via network 301. The SNS server 302 includes, for example, a website 304 having resources 305, a content provider 308, and a publisher 309, and functions as a community site on the Internet for users, creators, and campaign requesters. . UGC database 303 includes, for example, a hashtag database 314, a parameter database 315, and a content item database 316 connected to a content management system 313, and an indexed cache database 318 connected to a search system 317. I'm here.

The system 300 also includes a user terminal 306, a creator terminal 307, and a campaign requester terminal 311 as terminals that are connected to the network 301 and enjoy the community function provided by the SNS server 302. Note that these terminals may be configured to be separate and independent, or may be configured to use multiple functions in combination. Here, the creator terminal 307 is a terminal used by a creator or an influencer to upload with a predetermined intention. Further, the campaign request source terminal 311 is a campaign request source terminal that requests support from the marketing support server as the information processing device 310 of this embodiment in order to receive help from a creator or an influencer.

The marketing support server serving as the information processing device 310 refers to the history of the SNS service stored in the UGC database 303, finds a suitable creator or influencer for the new campaign of the campaign requester in the SNS service, and support marketing. In this embodiment, in particular, we search for top social media based on hashtags, aggregate the upload history of accounts from the top social media, evaluate the upload effect of accounts, and apply the results to new campaigns of campaign requesters. Find the appropriate creator or influencer account identification information and suggest it to the campaign requester. It then requests uploads from authorized creators or influencers, evaluates the results, and processes them to further improve the discovery of appropriate account identification information for subsequent new campaigns.

(operation sequence)
FIG. 3B is a sequence diagram showing an operation procedure in the system 300 including the information processing device 310.

In steps S301 to S303, the upload history in the community on the SNS between the user terminal 306 and the creator terminal 307 by the SNS server 302 is accumulated in the UGC database 303. In FIG. 3, upload is displayed as "UL".

In step S311, the information processing device 310 receives a support request for a new campaign from the campaign request source terminal 311. In step S313, the information processing device 310 selects a hashtag for searching high-ranking social media. Note that the selection of the hashtag may be arbitrary or may be a hash tag related to a new campaign. In step S317, the information processing device 310 instructs the UGC database 303 to extract top social media for each hashtag and obtains the extraction results. In step S315, the UGC database 303 extracts top social media for each hashtag. The extraction of top social media for each hashtag is achieved by using the Instagram Graph API. In step S321, the information processing device 310 instructs the UGC database 303 to extract identification information of accounts uploaded to each higher-ranking social media, and obtains the extraction results. In step S319, the UGC database 303 extracts identification information of accounts uploaded to each higher-ranking social media. Uploading to each top social media and extracting the account identification information is achieved using the Instagram oEmbed API. Then, in step S323, the information processing device 310 assigns a search ranking to the acquired account identification information and its upload, and stores them. Note that the search ranking may be assigned in the order of acquisition. In step S325, the information processing device 310 assigns various scores to the account identification information, makes a comprehensive judgment, selects an account suitable for the new campaign acquired in step S311, and selects the account as the campaign requester. A proposal is made to the terminal 311. Various scores include the number of times each account's identification information has been ranked, the highest rank, the power obtained by multiplying the ranking rank by a coefficient, the average engagement, and the average number of comments. In step S327, the campaign request source terminal 311 cooperates with the information processing device 310 to select the creator or influencer of the identification information of the account for which the upload is requested.

In step S331, the information processing device 310 requests the creator or influencer who has the identification information of the selected account to upload. The upload history of the creator terminal 307 in step S333 is accumulated in the UGC database 303 in step S335. After conducting the campaign for a predetermined period, the information processing device 310 collects the upload history related to the campaign from the UGC database 303 in step S341, and measures the effect of the upload by the creator or influencer on the campaign. Upload effectiveness is measured by ranking the number of upload accesses for hashtags related to the campaign and reel upload effectiveness (number of reaches and number of saves). In step S343, the information processing device 310 reports the upload effect measurement results to the campaign request source terminal 311 or the creator terminal 307. The campaign requester terminal 311 notifies the upload effect in step S345. Although not shown, the information processing device 310 verifies the upload effect by the selected creator or influencer and provides feedback to further improve the selection of hashtags and the selection of accounts appropriate for campaigns in the future. .

(Explanation of marketing support)
4A to 4E are diagrams illustrating marketing support.

FIG. 4A is a diagram explaining a funnel 410, which is an important concept in marketing support. Funnel 410 indicates that after attracting a wide range of customers, the number of prospective customers that have been screened becomes smaller and smaller as they move from consideration to business negotiations to closing. It is so called because it resembles filtering through a funnel. Funnel 410 consists of a top funnel (awareness expansion/recall), a middle funnel (interest/comparative consideration), a bottom funnel (purchase), and a "purchase funnel" in which the number of customers decreases until purchase, and a post-purchase funnel. Including "influencer funnels" (e.g. sharing) to increase customers.

In this embodiment, we support campaigns focusing on "strengthening relationships and interests on SNS", "SNS search optimization", "promoting purchases from word of mouth", etc. in the middle funnel 411. In particular, in the upload campaign, which is a representative campaign of the middle funnel, we will provide support to campaign requesters to effectively realize co-creation with creators.

FIG. 4B is a diagram illustrating the points of the user's purchase decision making 420, which is the basis of the process for effectively realizing co-creation with the creator of the middle funnel, in this embodiment.
(1) A user views upload data including uploads by creators and becomes interested in certain upload data.
(2) The user collects information based on hashtags included in the uploaded data in which he/she is interested. For example, information is collected using #ovens and #microwave ovens as keys.
(3) The user learns the brand of his or her favorite product from information collected using hashtags, and performs a search using #brand name.
(4) The user checks the brand account from the search results using #brand name, checks more detailed official brand communication information using @brand name, and decides whether or not to purchase.

As described above, it can be seen that hashtags included in uploaded data are often involved in the process in which a user becomes interested in a product and purchases it.

FIG. 4C is a diagram illustrating differences 430 between the previous example and this embodiment in selecting creators or influencers who request uploads using Instagram's algorithm evaluation.

Instagram as a whole uses a variety of keywords for uploads, and using the official API, it is possible to identify Instagram's top rated upload sources for any interest across Instagram. For example, in the case of a campaign related to "travel," in the examples up to now, as shown in steps S411 to S415, creators or influencers to be requested to upload have been selected based on the creator's or influencer's individual reputation. In other words, we select based on indicators such as ``large number of followers,'' ``many travel uploads,'' ``some gourmet-related uploads,'' ``hard to understand engagement,'' and ``female.'' In contrast, in this embodiment, as shown in steps S421 to S425, creator or influencer accounts are evaluated based on hashtags, so that only the large number of followers and large uploads are considered. Not sorted. In other words, the campaign requested by the campaign requester, such as ``highly rated in multiple interests related to travel'', ``highly rated in multiple interests related to gourmet'', ``high engagement'', ``many followers'', and ``female'' It is possible to effectively and efficiently select creators or influencers who are capable of uploading videos that are suitable for the user.

FIG. 4D is a diagram succinctly illustrating the reason 440 for the superiority of selecting creators or influencers who are capable of uploading content suitable for the campaign of the campaign requester according to the present embodiment.

As shown in FIG. 4D, in this embodiment, creators or influencers who can upload videos suitable for the campaign of the campaign requester are selected by searching the top social media using hashtags, so the user's interest 441 is used as the selection condition. can be easily taken into the Since each hashtag is also evaluated as important, it is important to have relevance and design that captures the target audience. Therefore, since the evaluation procedure is to directly follow the relationship for each viewing user such as "discovery tab → search top → recommendation display" which is influenced by the popularity of each user's interest 441, the seed account is also reflected (relationship 442).

FIG. 4E is a diagram illustrating a structure 450 in which a new user can be involved in a campaign by selecting creators or influencers who are capable of uploading and are suitable for the campaign of the campaign requester of this embodiment.

According to the selection of creators or influencers who are capable of uploading content suitable for the campaign of the campaign requester in this embodiment, the reach rate to followers is improved by evaluating the degree of influence among users and the degree of interest and empathy of the content. or spread to non-followers. In other words, the evaluation of the uploads, reels, stories, etc. of the upload source (creator or influencer) based on the interests and relationships of followers and content viewers up until now can be found in the ``Discovery tab → Search top → (content or account)'' It follows the relationship of the viewing user "Recommended display" as it is. Therefore, there is a high possibility that non-followers will be connected to the uploads of selected creators or influencers through browsing, which naturally increases the possibility that they will be acquired as new users.

<Configuration of information processing device>
FIG. 5A is a block diagram showing the configuration of the information processing device 310.

The information processing device 310 includes a communication control unit 501, an input/output interface 502, a collection unit 503, a database 504, a total analysis unit 505, an output content analysis unit 506, a proposal assignment unit 507, and an effect measurement unit 508. and.

The communication control unit 501 controls communication between the UGC database 303, the campaign requester terminal 311, and the creator (influencer) terminal 307. Connected to the input/output interface 502 are a display unit 521 that presents data to the operator or displays the status of the information processing device 310, and an operation unit 522 that allows the operator to operate the information processing device 310 to control input and output. .

The collection unit 503 searches and collects data necessary for processing for marketing support from the UGC database 303 via the communication control unit 501, and stores and accumulates the searched and collected data in the database 504. The database 504 stores and accumulates data necessary for processing for marketing support by the information processing device 310.

The aggregation analysis unit 505 aggregates and analyzes the data searched and collected from the UGC database 303 in order to obtain an index for selecting an appropriate creator for a new campaign. The output content analysis unit 506 selects creators suitable for a new campaign based on the indicators aggregated and analyzed by the aggregation analysis unit 505, and additionally investigates the uploaded content based on the identification information of the account to determine the optimal creator for the new campaign. Narrow down the creators further. The proposal assignment unit 507 performs scouting in order to assign creators narrowed down to be optimal for the new campaign, and assigns creators who have been successfully scouted and requests them to upload in accordance with the content of the new campaign.

The effect measurement unit 508 measures the effect of the upload by the assigned creator based on whether the upload of the identification information of the assigned creator's account is ranked in the top social media, whether it is engaged, etc., and displays the measurement results. section 521.

(database)
FIG. 5B is a diagram showing the configuration of the database 504. The database 504 is used to store and accumulate data necessary for processing for marketing support by the information processing device 310.

The database 504 stores the search hashtag used by the collection unit 503, the top social media searched by the hashtag, the uploaded content of identification information of the account uploaded to the top social media, and its search ranking, etc. . Additionally, ranking data used by the tally analysis unit 505 (number of rankings, highest ranking, etc.), tally for each account (all-house tally, hashtag individual tally, etc. corresponding to account identification information), and the like are stored. It also stores account ranking data used by the output content analysis unit 506, research data on selected accounts, recommended accounts for scouting, and the like. It also stores the scouting results (OK/NG) for creators used by the proposal assignment unit 507, creator uploads in campaigns, upload effectiveness measurement results, and the like.

Note that FIG. 5B does not show all the data stored and accumulated in the database 504, and the data is not limited thereto.

<Collection Department>
FIG. 6A is a block diagram showing the configuration of the collection unit 503. The collection unit 503 searches and collects data necessary for processing for marketing support from the UGC database 303 via the communication control unit 501, and stores and accumulates the searched and collected data in the database 504.

The collection unit 503 includes a hashtag acquisition unit 601, an Instagram Graph API access unit 602, an upper social media acquisition unit 603, an Instagram oEmbed API access unit 604, an account acquisition unit 605, and an upload acquisition storage unit 606. have That is, the collection unit 503 includes an upper social media acquisition unit and an account acquisition unit. The top social media acquisition unit uses the Instagram Graph API to acquire top social media that are ranked high in the search for each of the plurality of hashtags. The account acquisition unit uses the Instagram oEmbed API to acquire the identification information of the upload source account that uploaded to the acquired upper social media.

The hashtag acquisition unit 601 has a hashtag storage unit 611, and acquires and stores, for example, five hashtags selected or input by the operator from the operation unit 522. Note that the hashtag may be arbitrarily selected or may be selected appropriately for the new campaign. The Instagram Graph API access unit 602 holds each hashtag 621, accesses the Instagram Graph API, and searches for top social media for each hashtag. The higher rank social media acquisition unit 603 has a higher rank social media storage unit 631, acquires and stores the higher rank social media searched for each hashtag from the Instagram Graph API, and stores it in the database 504. The Instagram oEmbed API access unit 604 accesses the identification information of the account uploaded to each upper social media 641 and the upload contents obtained from the Instagram Graph API to the Instagram oEmbed API. The account acquisition unit 605 has an account/upload data storage unit 651, which acquires and stores the identification information of the account uploaded to each higher rank social media and the upload data to the social media from the Instagram oEmbed API. The upload acquisition storage unit 606 has a table 661 in which upload data is ranked, and the account identification information and the upload data acquired from the Instagram oEmbed API by the account acquisition unit 605 are ranked and stored in the database 504.

Note that the collection unit 503 further includes a hashtag selection unit that selects a plurality of hashtags related to a new campaign, and the top social media acquisition unit 603 selects hashtags that are ranked high in the search for each of the selected plurality of hashtags. You may also obtain identification information of the upload source account that uploads to the top social media.

(hashtag search)
FIG. 6B is a diagram showing a hashtag search. In this embodiment, a hashtag search is performed using Instagram Graph API.

FIG. 6B shows a search method 610 that can be used using the Instagram Graph API and data 620 that can be obtained. Available search methods 610 include a "recent_media" search that searches for data uploaded within the last 24 hours, and a "top_media" search that searches for data posted on popular social media. performs a "top_media" search based on the hashtag.

(Collection unit processing procedure)
FIG. 6C is a flowchart showing the processing procedure of the collection unit 503. This flowchart is executed by a CPU (Central Processing Unit) included in the information processing device 310 using a RAM (Random Access Memory) to realize the components of FIG. 5A and FIG. 6A.

Information processing device 310 selects a hashtag to be used for hashtag search in step S611. Note that the selection of the hashtag may be an arbitrary selection or a selection related to the new campaign. Although the number of hashtags to select is not limited, five hashtags are selected in this embodiment. In step S613, the information processing device 310 uses the Instagram Graph API to obtain the top social media (for example, up to 3000) for each of the selected hashtags. Step S613 is repeated for the number of selected hashtags. Next, in step S615, the information processing device 310 uses the Instagram 0Embed API to obtain identification information of the account owned by the upload source from the upload data of each high-ranking social media obtained in step S613. Then, in step S617, the information processing device 310 stores the upload data in the database 504 with a search ranking in the order in which the account identification information is obtained.

<Configuration of aggregation analysis department>
FIG. 7A is a block diagram showing the configuration of the total analysis unit 505. The aggregation analysis unit 505 aggregates and analyzes the data searched and collected from the UGC database 303 in order to obtain an index for selecting an appropriate creator for a new campaign. It then aggregates social media data and search rankings to evaluate each of the multiple accounts.

The aggregation analysis unit 505 includes a ranking data aggregation unit 701 and an account unit aggregation output unit 702. The ranking data aggregation unit 701 aggregates 711 such as the number of times the identification information of each account is ranked, the highest ranking, etc., based on the data of the UGC database 303 that is linked to the identification information of the plurality of acquired accounts. For example, the evaluation of an account is based on the data of the UGC database 303 linked to the acquired identification information of a plurality of accounts, the number of times each account's identification information has been ranked, the highest ranking, the power multiplied by a coefficient, At least two of the average engagement and the average number of comments are the evaluation results.

The account unit aggregation output unit 702 outputs the overall aggregation 725 and hashtag individual aggregation 726 for each account from the aggregation results of the ranking data aggregation unit 701 as account selection indicators.

(Processing by the aggregation analysis unit)
FIGS. 7B to 7E are diagrams illustrating the processing of the aggregation analysis unit 505.

FIG. 7B is a diagram illustrating the account selection index 710 in the aggregate analysis unit 505.

In FIG. 7B, various interests are analyzed and a comprehensive evaluation is performed by multiplying the interests. For example, we perform a comprehensive evaluation of the upload effectiveness of a combination of brand hashtags and hashtags that are important to the campaign requester. As an evaluation index, for example, based on UGC data linked to the identification information of multiple accounts uploaded to the top social media in hashtag search, the number of times each account's identification information has been ranked, the highest ranking, and the ranking position are coefficients. Use power multiplied by , average engagement, and average number of comments. Then, a two-dimensional graph 711 is generated in which each account is plotted with the number of rankings on the vertical axis and the highest ranking on the horizontal axis, and is used to evaluate each account. In addition, by generating a two-dimensional graph 712 in which each account is plotted with the vertical axis representing the power obtained by multiplying the ranking order by a coefficient and the horizontal axis representing the average engagement, the two-dimensional graph 712 is used to evaluate each account. Note that the graph is not limited to a two-dimensional graph, but may be a multidimensional graph, and the combination thereof may be any combination suitable for evaluating the degree of influence of the account, the degree of interest/sympathy of the content, etc., and is not limited to the above example. In this way, the identification information of highly rated accounts (their creators) can be grasped from data such as the number of rankings, ranking information, power, and engagement information. It is also possible to check the evaluation of the uploaded data.

Note that accounts with high evaluation indicators are not selected as accounts suitable for campaigns. For example, accounts with high evaluation metrics are popular and may overlap with other campaigns, resulting in higher costs. Even if the highest ranking is low and the number of rankings is small, if the power and engagement meet certain criteria, it is possible to create a campaign that is relatively cheap and distinguishable from other campaigns. That is, according to the evaluation index of accounts from the hashtag search of the present embodiment via the top social media, efficient, effective, and cost-effective account selection is possible.

FIG. 7C is a diagram illustrating the analysis result 720 of the total analysis unit 505. In this embodiment, it is possible to perform a comprehensive evaluation (power) of your company on important themes. You can evaluate how well your company's uploaded data is displayed at the top of search results. You can see which accounts are at the top of the search results. You can understand the degree of mention of your company in important themes (reviews based on UGC data). In other words, since the account information is based on top social media based on hashtag searches, a total comprehensive evaluation 721 can be presented that combines important themes. Furthermore, it is possible to present evaluation rankings of various interests in each field and multiple interests that are important to the campaign requester, such as the degree of influence of each interest and the degree of interest and sympathy of the content.

FIG. 7D is a diagram illustrating a presentation example 730 of the analysis results of the total analysis unit 505.

In the analysis result presentation example 730 of the aggregate analysis unit 505, the number of rankings, power, average number of likes, average number of comments, and highest ranking in the identification information of the five picked up accounts are presented as evaluation indicators. . With reference to the presentation example 730, appropriate account identification information (creator or influencer) for the new campaign is selected.

FIG. 7E is a diagram showing another presentation example 740 of the analysis results of the total analysis unit 505.

In the presentation example 740 of the analysis results of the aggregate analysis unit 505, the evaluation index 741 of the company's account and the evaluation index 742 of the four picked up accounts are presented so as to be comparable. The evaluation indicators for each account are the number of rankings, average power, average number of likes, average number of comments, and comprehensiveness. With reference to the presentation example 730, appropriate account identification information (creator or influencer) for the new campaign is selected. Here, the "completeness count" refers to whether the content contains all the information necessary for users related to a new campaign, and whether the content contains unnecessary information with little relevance. This is an indicator for determining whether the

(Processing procedure of aggregation analysis unit)
FIG. 7F is a flowchart showing the processing procedure of the aggregation analysis unit 505. This flowchart is executed by the CPU of the information processing device 310 using the RAM, and implements the components of FIG. 5A and FIG. 7A.

In step S721, the information processing device 310 aggregates ranking data of top social media. In other words, the number of rankings, highest ranking, "power" which is the ranking multiplied by a coefficient, average engagement, average number of comments, etc. are totaled. Then, in step S723, the information processing device 310 stores each total value in the database 504 for each account, for the total total and for each hashtag, and presents it on the display unit 521.

<Configuration of output content analysis section>
FIG. 8A is a block diagram showing the configuration of the output content analysis section 506. The output content analysis unit 506 further analyzes the identification information of accounts suitable for uploading for a new campaign based on the number of followers collected from UGC, recent upload trends, and upload content. Select appropriate account identification information.

The output content analysis unit 506 includes an account selection unit 801, a selection account investigation unit 802, and a recommended account selection unit 803.

The account selection unit 801 stores account rankings 811 corresponding to the total items based on the analysis results of the total analysis unit 505, and selects account identification information suitable for the campaign. The selected account investigation unit 802 collects upload contents from the UGC database 303 and investigates the identification information of each selected account selected by the account selection unit 801, and outputs investigation results 821. The recommended account selection unit 803 refers to the investigation results 821 of the selected account investigation unit 802, selects a more suitable recommended account 831 from the identification information of the selected account, displays it on the display unit 521, and displays it on the campaign request source terminal 311. inform.

(Processing procedure of output content analysis section)
FIG. 8B is a flowchart showing the processing procedure of the output content analysis unit 506. This flowchart is executed by the CPU of the information processing device 310 using the RAM, and implements the components of FIG. 5A and FIG. 8A.

In step S831, the information processing device 310 sorts the output data by aggregation item and picks up identification information of excellent accounts in items suitable for the campaign. In step S833, the information processing device 310 accesses Instagram's official website and conducts additional investigation for additional information on the identification information of the picked up account. For example, check the number of followers, recent upload trends, and upload content. Then, in step S835, the information processing device 310 creates a list of the identification information of the accounts judged to be excellent and suitable for the current campaign, and uploads the list to the creator who has the identification information of the account listed in the campaign request source. Suggest a request.

<Configuration of proposal assignment section and effect measurement section>
FIG. 9A is a block diagram showing the configurations of the proposal assignment section 507 and the effect measurement section 508.

The proposal assignment section 507 includes a creator request section 901 and a campaign implementation section 902. The creator requesting unit 901 requests uploading from the creator who has the recommended account selected by the recommended account selection unit 803, and obtains a result 911 indicating whether it is accepted (OK) or not (NG). The campaign implementation unit 902 implements upload data 921 suitable for a new campaign in cooperation with the creator who has accepted the upload.

The effect measurement unit 508 collects data related to uploads from the UGC database 303, and uses the data for a new campaign by creators who have consented to uploading among multiple creators who each have identification information of multiple accounts selected by the account selection unit. Evaluate the effectiveness of uploading.

(Processing procedure of proposal assignment section and effect measurement section)
FIG. 9B is a flowchart showing the processing procedure of the proposal assignment unit 507 and the effect measurement unit 508. This flowchart is executed by the CPU of the information processing device 310 using the RAM, and implements the components of FIG. 5A and FIG. 9A.

In step S941, the information processing device 310 finalizes the account to be assigned together with the campaign requester, and performs scouting for the determined account. In step S943, the information processing device 310 determines whether the scouting was successful. If the scouting is successful, the information processing device 310, in step S945, requests the creator whose scouting was successful to upload according to the content of the campaign. Then, in step S950, the information processing device 310 measures the effectiveness of the uploaded data by the assigned account, such as whether it is ranked in the top social media and whether it is engaged. On the other hand, if the scout fails, the information processing device 310 records the scout failure in step S947.

(Processing by the aggregation analysis unit)
9C to 9E are diagrams illustrating the processing of the proposal assignment unit 507 and the effect measurement unit 508. FIGS. 9C to 9E show examples of campaigns regarding functions that allow smartphones to replace televisions.

FIG. 9C is a diagram illustrating various examples 910 of uploads for new campaigns. FIG. 9C shows, as an example, an example of uploads for a new campaign displayed at the top of a hashtag search, an example of a brand content advertisement, an example of usage on a website, and an example of uploading using a company account.

FIG. 9D is a diagram illustrating an example 920 of effect measurement by the effect measurement unit 508. FIG. 9D is an example of evaluating the results of adding a plurality of hashtags to uploaded data by a creator. In the search results using the five hashtags shown in FIG. 9D, for example, upload data such as "CDs on your smartphone without the need for a computer!" is uploaded in all of them.

Further, FIG. 9E is a diagram showing an example 930 of effect measurement by the effect measurement unit 508. In FIG. 9E, according to the present embodiment, account identification information is extracted and evaluated from the top social media by hashtag search, and a new campaign is launched for the creator of the identification information of the highly evaluated account. The results of the evaluation of the effectiveness of requesting uploads as support for this purpose are shown. For example, the upload effect of Instagram Reels was a 1.510% increase in reach and a 3.935% increase in the number of saves, and a 1.328% increase in reach and 1.138% increase in the number of saves.

According to this embodiment, the creator can effectively support the campaign of the sponsor (campaign requester).

That is, in this embodiment, the identification information of the creator or influencer account is evaluated based on the hashtag. This makes it possible to effectively and efficiently select creators or influencers who are capable of uploading content that is suitable for the campaign requesting the campaign, rather than selecting based solely on the number of followers or uploads. can.

In this embodiment, creators or influencers who can upload images suitable for the campaign of the campaign requester are selected by searching the top social media using hashtags, so it is possible to easily incorporate user interests 441 into the selection conditions. can. Since each hashtag is also evaluated as important, it is important to have relevance and design that captures the target audience. In other words, since the evaluation procedure follows the relationship for each viewing user, ``Discovery tab → Search top → Recommended display'', which is influenced by the popularity of each user's interest, the seed account is also reflected.

According to the selection of creators or influencers who are capable of uploading content suitable for the campaign of the campaign requester in this embodiment, the reach rate to followers is improved by evaluating the degree of influence among users and the degree of interest and empathy of the content. or spread to non-followers. In other words, the evaluation of the uploads, reels, stories, etc. of the upload source (creator or influencer) based on the interests and relationships of followers and content viewers up to now is It follows the relationship of the viewing user "recommended display of information" as it is. Therefore, there is a higher possibility that non-followers will be connected to the uploads of selected creators or influencers through browsing, which naturally increases the possibility that they can be acquired as new users.

[Other embodiments]
Although the present invention has been described above with reference to the embodiments, the present invention is not limited to the above embodiments. The structure and details of the present invention can be modified in various ways within the technical scope of the present invention, which can be understood by those skilled in the art. Furthermore, systems or devices that combine the separate features included in each embodiment in any way are also included within the technical scope of the present invention.

Moreover, the present invention may be applied to a system composed of a plurality of devices, or may be applied to a single device. Furthermore, the present invention is also applicable when an information processing program that implements the functions of the embodiments is supplied to a system or device and executed by a built-in processor. In order to realize the functions of the present invention on a computer, a program installed on a computer, a medium storing the program, a server for downloading the program, and a processor executing the program are also included in the technical scope of the present invention. . In particular, a non-transitory computer readable medium storing at least a program that causes a computer to execute the processing steps included in the embodiments described above is within the technical scope of the present invention.

Claims (10)

For a UGC (User Generated Content) database that accumulates upload history showing the relationship between social media, data uploaded to said social media, and accounts as upload sources of said data in communities on social network services. , data is sent to a plurality of social media with search rankings when a hashtag search is performed using each of a plurality of hashtags related to a new campaign , and the plurality of social media with the search rankings. an acquisition unit that acquires identification information of multiple accounts indicating upload sources;
an account evaluation unit that calculates an evaluation index for the plurality of hashtags using at least the search ranking for each of the plurality of accounts;
an account presentation unit that selects and presents identification information of an account suitable for uploading data for the new campaign from identification information of the plurality of accounts based on the evaluation index ;
An information processing device comprising: The acquisition unit includes:
a top social media acquisition unit that uses Instagram Graph API to acquire top social media that has a high search ranking when a hashtag search is performed using each of the plurality of hashtags;
an account acquisition unit that uses the Instagram oEmbed API to acquire identification information of an account that uploaded data to the higher-ranking social media;
The information processing device according to claim 1, comprising: For each of the plurality of accounts, the account evaluation unit calculates, for each of the plurality of accounts , the number of times a plurality of social media to which data has been uploaded from the account has entered a predetermined search ranking or higher, the highest ranking, the power obtained by multiplying the search ranking by a coefficient, The information processing device according to claim 1, wherein at least two of average engagement and average number of comments are output as the evaluation index . Regarding the identification information of an account suitable for uploading data for the new campaign presented by the account presentation unit , further uploading for the new campaign is performed based on the number of followers, recent upload trends, and upload content. The information processing apparatus according to claim 1, further comprising an account selection unit that selects identification information of a suitable account. An effect of evaluating the effectiveness of uploading for the new campaign by a creator who has consented to uploading for the new campaign among a plurality of creators each having identification information of a plurality of accounts selected by the account selection unit. The information processing device according to claim 4 , further comprising a measurement section. further comprising a hashtag selection unit that selects the plurality of hashtags related to the new campaign,
The information processing apparatus according to claim 1, wherein the acquisition unit acquires identification information of an upload source account that uploads to a high-ranking social media that ranks high in a search for each of the plurality of selected hashtags. An information processing method performed by an information processing system comprising an acquisition unit, an account evaluation unit, and an account presentation unit, the method comprising:
The acquisition unit stores UGC (User Generated Content) that has accumulated upload history indicating the relationship between social media, data uploaded to the social media, and accounts as data upload sources in a community on a social network service. ) Uploaded data to multiple social media databases with search rankings when performing a hashtag search using each of multiple hashtags related to the new campaign. an obtaining step of obtaining identification information of a plurality of accounts indicating upload sources;
an account evaluation step in which the account evaluation unit calculates an evaluation index for the plurality of hashtags for each of the plurality of accounts using at least the search ranking; and an account evaluation step in which the account presentation unit calculates an evaluation index for the plurality of hashtags, using at least the search ranking ; an account presentation step of selecting and presenting identification information of an account suitable for uploading data for the new campaign from the identification information of the plurality of accounts;
Information processing methods including. The account selection unit selects the identification information for the new campaign based on the number of followers, recent upload trends, and upload content regarding the identification information of the account suitable for uploading for the new campaign presented in the account presentation step. 8. The information processing method according to claim 7 , further comprising an account selection step of selecting identification information of an account more suitable for uploading. The effect measurement unit performs uploading for the new campaign by a creator who has consented to uploading for the new campaign among a plurality of creators each having identification information of a plurality of accounts selected in the account selection step. 9. The information processing method according to claim 8 , further comprising an effect measurement step of evaluating the effect of. For a UGC (User Generated Content) database that accumulates upload history showing the relationship between social media, data uploaded to the social media, and the account as the upload source of the data in a community on a social network service, A plurality of social media with search rankings when a hashtag search is performed using each of a plurality of hashtags related to a new campaign , and an account indicating the upload source that uploaded data to the plurality of social media. an obtaining step of obtaining identification information of the
an account evaluation step of calculating an evaluation index for the plurality of hashtags using at least the search ranking for each of the plurality of accounts that have uploaded data to each of the plurality of social media ;
an account presentation step of selecting and presenting identification information of an account suitable for uploading data for the new campaign from identification information of the plurality of accounts based on the evaluation index ;
An information processing program that causes a computer to execute.

Images