KR101535788B1 - Method for social network marketing using sns relation netwrok analysis - Google Patents

Abstract

The present invention relates to a social network marketing method using an SNS network, comprising the steps of extracting a list of followers belonging to an SNS account of an enterprise, selecting effective followers by removing spam followers from the extracted follower lists, Extracting a first mediator having a message transmission rate higher than a reference value through analysis of an enterprise SNS account network analyzing at least one of follower number, follower number, and tweet number, And selecting a prospective person as a marketing target.
According to the present invention, there is an effect of analyzing big data and establishing a marketing strategy for a product or service effectively through users' desire for a specific product or service or a network of users.

Description

{METHOD FOR SOCIAL NETWORK MARKETING USING SNS RELATION NETWORK ANALYSIS}

The present invention relates to a method of establishing a social network marketing strategy through analysis of an SNS network, and more particularly, to analyzing a consumer's opinion on a corresponding product or service through analyzing a message related to a marketing target product or service on the SNS And a method for extracting a follower having a high possibility of purchasing a product or a service or a message delivery rate to establish an effective marketing strategy.

With the development of communication technologies, individuals are playing a role of solving the conventional place and time constraints simultaneously by forming a network on the Internet using Internet technology through a PC. In addition, a service that enables individuals to communicate with others in a virtual space on their Internet, that is, to provide communication and to share various information, has emerged. The social networking service (SNS) Or social community service (SCS).

Typical forms of the social network service are mini-homepages, blogs, and cafes provided by cyworld, Naver, and the like. Recently, forms such as Twitter, Me2Day, and Facebook have also been newly evolving.

This social network service is merely a basic service for establishing relationships and maintenance of relationships among users, and in the case of marketing using a social network, conventional social marketing creates an SNS account such as Twitter or Facebook, Leaving a message for you or an event on your account.

Korean Patent Laid-Open Publication No. 2013-0043030 discloses a marketing method using a social network. When an advertiser server provides advertisement contents including product information, the SNS marketing server receives advertisement contents from an advertiser server and displays advertisement contents on a website And providing purchase benefit information to a user who uploads at least one advertisement content out of the advertisement contents to his SNS (Social Networking Service) site.

However, the prior art described above is a technique for providing a benefit to a user who leaves advertisement contents in his / her SNS account. As a result, the SNS is used as another advertising expression means. The marketing effect is not high and the characteristics of the true SNS are not utilized.

Accordingly, there is an increasing demand for a technology capable of analyzing big data existing in the SNS, and establishing a marketing strategy for a product or service effectively through opinions of users or a network of users for a specific product or service.

In order to achieve the above object, the present invention provides a method of analyzing a plurality of messages existing on an SNS, analyzing opinions of consumers, and extracting followers having a high possibility of purchasing or having a high word-of-mouth effect through analyzing a network of followers And to develop a more effective marketing strategy.

According to a preferred aspect of the present invention, there is provided a method for providing a service to a user, the method comprising: extracting a list of followers belonging to an SNS account of a company; Removing the spam follower from the extracted follower list and selecting effective followers; Extracting a first mediator having a message transmission rate higher than a reference value through analysis of an enterprise SNS account network analyzing at least one of follower number, follower number, and tweet number to the effective followers; Grouping followers according to positive or negative feedback of followers of the marketing target product or service by text analysis of a message containing a keyword for the marketing target product or service on the SNS; Extracting the followers having the greatest number of connection nodes as a second mediator in each group; Selecting the extracted first mediators and second mediators as marketing targets; Selecting the extracted first intermediate potential players as a marketing target; And establishing a marketing strategy for the extracted first intermediate potential players and second intermediate potential players, further comprising a communication index analyzing step for analyzing a message flow in the SNS account of the enterprise, And the marketing strategy is established by reflecting the result of the communication index analysis. The social network marketing method using the SNS network is provided.

Herein, the communication exponent analysis is performed by analyzing the number of times the message created by the SNS account manager of the company is analyzed, and analyzing the ratio of the actual message delivered by the SNS account manager of the company to the followers An analysis of message reaching rate, and an interaction analysis for analyzing an interaction between the SNS account manager and the followers of the company.

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The step of grouping the followers may include analyzing a message including a keyword for a marketing target product or a service on the SNS to understand the desire of the followers for the marketing target product or service, Extracting a follower who has created a message including the extended keyword, analyzing the opinions of the followers, and grouping followers according to positive or negative opinions of followers of the marketing target product or service It is more preferable to include them.

According to the present invention, there is an effect of analyzing big data and establishing a marketing strategy for a product or service effectively through users' desire for a specific product or service or a network of users.

Also, it is possible to derive a marketing concept to increase loyalty of the consumers to the company by analyzing the relationship network and communication index of followers and followers of the customer 's account.

1 shows a hierarchical structure of followers used in the network analysis of the present invention.
FIG. 2 is a flowchart illustrating a process of performing a social network marketing method using an SNS network according to the present invention.
3 is a detailed flowchart of the keyword analysis process of FIG.
4 is a network diagram for explaining the network analysis in the keyword analysis process.
5 is a detailed flowchart of the in-depth analysis process of the enterprise account of FIG.

The description of the present invention is merely an example for structural or functional explanation, and the scope of the present invention should not be construed as being limited by the embodiments described in the text. That is, the embodiments are to be construed as being variously embodied and having various forms, so that the scope of the present invention should be understood to include equivalents capable of realizing technical ideas. Also, the purpose or effect of the present invention should not be construed as limiting the scope of the present invention, since it does not mean that a specific embodiment should include all or only such effect.

All terms used herein have the same meaning as commonly understood by one of ordinary skill in the art to which this invention belongs, unless otherwise defined. Commonly used predefined terms should be interpreted to be consistent with the meanings in the context of the related art and can not be interpreted as having ideal or overly formal meaning unless explicitly defined in the present invention.

Hereinafter, preferred embodiments of the present invention will be described in detail with reference to the accompanying drawings. Hereinafter, the social network marketing method using the SNS network of the present invention will be described as an SNS analysis on a server of a marketing consulting company entrusted with establishing a marketing strategy from a company or a company that intends to establish a marketing strategy for the company's product or service. It can be performed by a marketing strategy establishment program, and it is revealed that the same program can be executed through a smartphone application.

If the advertiser server provides the advertisement contents including the product information based on the mediator and the follower secured through the keyword analysis and the network analysis as in the following embodiments, the SNS marketing server transmits the advertisement contents to the mediator and follower Message or send it to the SNS marketing server to ask the prospect and the follower to upload it to his SNS account, and then upload it to the uploading consumer.

1 shows a hierarchical structure of followers used in the network analysis of the present invention.

In the present invention, "level 1.0 analysis" is defined as a process of grasping the flow of a message left by an SNS account manager of an enterprise through an account network to an account manager and followers who have a relationship with a social network service. Then, the follower who receives the message of the SNS account manager of the enterprise grasps the flow of the message of the SNS account manager of the company to the friend of the follower who has a relationship with the follower through the sharing action (RT, sharing) level 1.5 analysis ". In addition, it is possible to grasp the flow of the follower's friend to the friend of the friend of the friend who has a relationship with the friend of the follower through sharing the message (RT, sharing) of the SNS account manager of the company received through the follower "level 2.0 analysis ".

FIG. 2 is a flowchart illustrating a process of performing a social network marketing method using an SNS network according to the present invention.

As shown in FIG. 2, a social network marketing method using an SNS network according to the present invention includes a keyword analysis step S10, which is an analysis using a keyword of a company's marketing target product or service, And a marketing strategy for establishing a marketing strategy for the corresponding goods or services based on the analysis results of the keyword analysis stage and the in-depth analysis stage of the enterprise account (step S20) Step S30.

In the keyword analysis step S10, followers are grouped according to opinions of a large number of consumers through analysis of keywords and similar keywords for the corresponding goods or services, and analysis of the network of the grouped followers results in a high word-of-mouth effect among the acquired follower lists A step of securing a list of anticipated influential or mediocre candidates, which will be described in detail in FIG.

The in-depth analysis step (S20) of the enterprise account analyzes the delivery process of the message created by the SNS account manager of the company in the SNS account established by the company, and analyzes the followers who are likely to purchase their goods or services, And the follower having a high word-of-mouth), analyzing the overall communication relation to the account, and generating basic data for enhancing customer loyalty, which will be described in detail with reference to FIG.

The marketing strategy establishment step S30 is a step of establishing a marketing strategy based on the needs of the consumers and the follower tendencies obtained in the keyword analysis step S10 and the mediator information and communication And a marketing strategy for the target product or service considering the result of the relationship analysis.

Here, the marketing strategy can be established using only the analysis results obtained in the in-depth analysis step (S20) of the enterprise account. That is, based on the communication relationship of the enterprise SNS account through the result of the communication relationship analysis, a marketing strategy for connecting the follower who is highly likely to purchase the product or service to the product purchase, And establishing a marketing strategy for the company.

However, in order to establish a comprehensive marketing strategy, a marketing strategy considering the desires of consumers or the tendency of followers obtained in the keyword analysis stage may be more effective. In the keyword analysis stage, more potential customers list It is most effective to establish a marketing strategy by synthesizing the keyword analysis step (S10) and the in-depth analysis step (S20) of the corporate account.

3 is a detailed flowchart of the keyword analysis process of FIG.

Referring to FIG. 3, a company extracts keywords for goods or services that the company wants to sell, and collects SNS messages including the keywords (S100). Hereinafter, the product will be described as "reading desk ". Here, the SNS message may be a message recorded on a tweeter.

When the SNS message is collected, the desire of the consumers for the "bookstore" is analyzed through text analysis (S110). The text analysis analyzes the message in morpheme units, extracts the words representing the desires of the consumers in the message, and derives the opinion of the consumers through the words with high frequencies among the extracted words. The applicant analyzed the texts (tweets, retweits, mentions) related to the "bookstore" on Twitter for 7 months from July 1, 2012 to March 31, 2013 and analyzed the texts as " Portability, concentration, transformer, price ". Through this desire, consumers can understand that the bookstore should have versatility, ease of carrying and structural characteristics that can help health, and can extract marketing insight.

Then, an extended keyword for securing followers who are likely to purchase through the SNS is extracted (S120). In other words, it is desirable to classify users who leave a message using the word "reading desk" or a user who leaves a message with a subject related to a word related to "reading desk" The applicant has derived keywords such as "reading desk, entrance gift, reading, stand, stand, exam preparation, examination student, examinee" as extended keywords associated with reading book, As a result, "admission gift, stand, examinee" has analyzed the follower tendency by determining that the target product is not suitable or the spam message is overflowed and it is decided as the extended keyword as "reading desk, reading desk, sitting desk, examination preparation,

When the extended keyword is determined, a message including the extended keyword is analyzed and a list of followers who have created the message is extracted (S130). Since the extracted follower list can be viewed as a list of consumers who are likely to purchase, marketing for the extracted followers can be more effective than for all SNS users.

Finally, the followers are grouped by analyzing the opinions of the followers through the message analysis (S140). Here, the analysis of the followers' opinions is to derive the words related to the positive, negative, or neutral opinions contained in the message written by the follower.

Grouping is a process of extracting high frequency values among the duplicated words commonly referred to through morphological analysis in followers' sentences or extracting positive and negative words among the duplicated words commonly referred to through morphological analysis in a plurality of messages After grouping the followers into three groups of positive followers, negative followers, and neutral followers, we link them to the network and establish the network of followers.

When the followers are grouped, a second mediator is extracted in each group (S150). Fig. 4 shows an example of a network established through keyword analysis. In FIG. 4, a group having A as a central node may be a positive follower group, a group having B as a center node and a group having a negative node as a center node may be a neutral follower group. The follower of the central node in each group, that is, the node having the largest number of connection nodes in the group, can be determined as the second intermediate influencer. Since the second mediator has a plurality of connection nodes, the message left by the second mediator can be transmitted to a plurality of sub-followers, so the mediator can be a prospective marketing target.

Finally, it is checked whether there is a follower node connecting the second intermediate potentials of each group, and if there is a corresponding follower node, the follower of the corresponding node is determined to be a successful candidate (S160). Since a potential person is a mediator who can connect between groups with different tendencies and especially with a second mediator, information can be delivered to the subordinate followers through the second mediator of different groups, have.

Therefore, it is desirable to establish a marketing strategy by prioritizing the marketing strategy in the order of the stronger, the second-medium-stronger, and the subordinate followers.

In the keyword analysis, a quantitative index analysis may be performed to analyze followers' followers, followers, tweets, occupations, and expected age in addition to the above-mentioned network analysis.

5 is a detailed flowchart of the in-depth analysis process of the enterprise account of FIG.

Referring to FIG. 5, when a list of followers of an enterprise SNS account is extracted (S200), a spam follower is filtered out of the extracted followers to select a valid follower (S210). That is, a practically effective follower (a user having a high message delivery rate) is selected by removing a spam follower who has no purchasing possibility among the extracted followers, that is, a consumer who leaves only promotional or eventful messages through the SNS.

Then, the SNS network of the effective followers is analyzed to extract a first mediator having a message transmission rate higher than the reference value (S220). The SNS network analysis analyzes at least one of follower number, follower number, and tweet number, and determines the effective follower whose message delivery rate is higher than the reference value as the first mediator.

If a marketing strategy is to be targeted with effective followers to establish a marketing strategy targeting more potential customers, step S220 may be omitted.

Finally, a communication index analysis is performed to understand the overall communication relation of the enterprise account (S230).

The communication index analysis includes analysis of oral effect, analysis of message reaching rate, and interaction analysis.

The analysis of word-of-mouth effects is an analysis of the number of times the message created by the SNS account manager of the company is delivered. This is because the message of the SNS account manager of the company is level 3 (level 1.0, level 1.5, and level 2.0).

The message reach rate analysis analyzes the rate at which a message created by an SNS account manager of an enterprise is actually delivered to its followers. The message left by the SNS account manager of the enterprise is, among a large number of followers associated with the SNS account manager of the company, It is understood that it is being delivered. Through this, it is possible to analyze followers who reach a message, and followers who have only a relationship and are not receiving a message.

Interaction analysis analyzes the interaction between a company's SNS account manager and its followers. The interaction analysis is a one-to-one message sent by a company's SNS account manager to a specific follower and a follower sent by a particular follower to the SNS account manager : 1 It analyzes the message.

The fact that a certain follower sends a 1: 1 message to a SNS account manager of a company on social media means that he or she is interested in the company (account of a specific company, account of a specific company, etc.) One target marketing can actually have a big effect.

In step S220, the SNS network of the effective followers is analyzed to classify the effective followers having the message delivery rate higher than the reference value as the first intermediate influencers, but it is also possible to determine the first intermediate influencers by reflecting the result of the communication index analysis .

For example, if a message created by an SNS account manager of a company reaches a level 2.0 through a specific follower as a result of the communication index analysis, the follower, the follower receiving a real message in message arrival rate analysis, Classify followers who send a 1: 1 message to the account manager as a first mediator, or assign weight to the SNS network analysis result and the three communication index analysis results, classify the followers whose combined score is above the reference value as mediators, It may be more effective to run a marketing campaign that targets the most powerful.

It will be apparent to those skilled in the art that various modifications and variations can be made in the present invention without departing from the spirit or scope of the present invention as defined by the following claims It can be understood that

Claims (7)

Extracting a list of followers belonging to the SNS account of the company;
Removing the spam follower from the extracted follower list and selecting effective followers;
Extracting a first mediator having a message transmission rate higher than a reference value through analysis of an enterprise SNS account network analyzing at least one of follower number, follower number, and tweet number to the effective followers;
Grouping followers according to positive or negative feedback of followers of the marketing target product or service by text analysis of a message containing a keyword for the marketing target product or service on the SNS;
Extracting the followers having the greatest number of connection nodes as a second mediator in each group;
Selecting the extracted first mediators and second mediators as marketing targets;
Selecting the extracted first intermediate potential players as a marketing target; And
Establishing a marketing strategy for the extracted first intermediate potential players and second intermediate potential players,
And a communication index analyzing step of analyzing a message flow in the SNS account of the company, wherein the marketing strategy is established by reflecting the communication index analysis result. .
delete delete The method according to claim 1,
The communication index analysis
Analyzing the number of times the message created by the SNS account manager of the company is analyzed, analyzing the message reaching rate to analyze the ratio of the message created by the SNS account manager of the company to the followers, And an interaction analysis for analyzing an interaction between the SNS account manager and the followers of the SNS network.
delete The method according to claim 1,
If there is a follower node interconnecting the second intermediate potentials of the respective groups, the follower of the corresponding node is determined to be a strong player, and a marketing strategy is established for the powerful player, the first intermediate player, and the second intermediate player A social network marketing method using the SNS network as a feature.
The method according to claim 1,
The step of grouping the followers
Analyzing a message including a keyword of the marketing target product or service on the SNS to understand the desire of the follower for the marketing target product or service;
Extracting an extended keyword associated with the keyword;
Extracting a follower who created a message including the extended keyword;
Analyzing the opinions of the followers; And
And grouping the followers according to the positive or negative opinions of followers of the marketing target product or service.

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