KR101981612B1 - Analysis of the results of the influencer marketing implementation service delivery method - Google Patents

Abstract

The present invention relates to an analysis service providing method for an influencer marketing execution result capable of efficiently analyzing marketing activity performed by an influencer. According to one embodiment of the present invention, the analysis service providing method for an influencer marketing execution result, which is performed by a server, comprises the steps of: (a) collecting an influencer effect value and a marketing content result value based on information of an influencer and marketing content information; (b) receiving a sale result value corresponding to marketing from a sale server of an advertiser who requests the marketing for a material to the influencer; and (c) calculating an influencer marketing execution result value based on an influencer effect value and a marketing content result value. The step of calculating a marketing execution result value is performed based on a formula in proportion to a value multiplying the sale result value and a sale weight constant, and in reverse proportion to a value adding a value, which is resulted by multiplying the influencer effect value and the influencer weight constant, to a value, which is resulted by multiplying the marketing content result value and a marketing content weight constant.

Description

METHOD OF ANALYSIS OF THE INFLUENCER MARKETING IMPLEMENTATION SERVICE DELIVERY METHOD

BACKGROUND OF THE INVENTION 1. Field of the Invention [0001] The present invention relates to a method for performing advertisements through an influencer having a large influence on nearby users among users operating in various kinds of social network services (SNS) and analyzing the results thereof.

Various types of social network service (SNS) services are being used in accordance with the rapid development of information communication technology and the emergence of smart devices. For example, the service has been commercialized in various forms such as Twitter, Facebook, Instagram, and Blog.

In particular, a large number of SNS services allow a user to share a brief post with text or image content and to share it with nearby users, and to provide a simple indication of a post such as " It has a comment function that allows users to directly comment. Through this SNS service, it is possible to easily share contents created by each individual or contents created by others. On the other hand, as the SNS service becomes more sophisticated, the influence of each user on the peripheral users is changing. As in the actual offline relationship, the interest of other users or the number of the users to the contents of the user are changing. In the case of the famous user, the number of the follower number and the number of the comment are significantly different from those of other users. As such, users who are receiving considerable attention in comparison to other users on the SNS service are referred to as influencers or influencers because they have an influence on the surrounding users.

On the other hand, there is a movement to try marketing activities by using such an inflow document. In other words, influsive marketing strategies that maximize the marketing effect are being developed by identifying inflation documents on SNS and conducting product promotion through them.

However, since the process of searching for such influen- dance is mostly performed by hand, it is performed only based on the number of followers and the number of users, regardless of the advertiser's advertisement item, and the efficiency of marketing is low there is a problem.

Patent Registration No. 10-1790312 (entitled " Apparatus and Method for Matching Management between Advertiser and Influencer "

An embodiment of the present invention aims to provide a service providing method for analyzing a marketing activity result of an advertiser's advertisement item through an influencer having influence on social media.

It should be understood, however, that the technical scope of the present invention is not limited to the above-described technical problems, and other technical problems may exist.

According to an aspect of the present invention, there is provided a method of providing a service for analyzing an execution result of an influx letter marketing performed by a server, the method comprising the steps of: (a) Collecting an influenza impact value and a marketing content result value based on information and marketing content information; (b) receiving sales results corresponding to marketing through the sales server of the advertiser who has requested marketing of the goods to the influencer; (c) calculating an influenza marketing execution result value based on the influen- ce impact value and the marketing content result value, wherein the step of calculating the marketing execution result value is a step of calculating a sale execution result value by multiplying the sales result value by a sales weight constant Based on an expression inversely proportional to a sum of a value obtained by multiplying the influence factor weight value by the influence factor weight value and a value obtained by multiplying the marketing content result value by the marketing content weight constant.

According to another aspect of the present invention, there is provided an analysis service providing apparatus for analyzing an execution result of an influenza marketing application, the apparatus comprising: a memory for storing a program for performing an analysis service providing method, And a processor for executing the program, the processor collecting Influencer Influence value and marketing content result value based on Influencer's information and marketing content information by execution of the program, The sales result value corresponding to the marketing is received through the sales server of the advertiser who has requested the marketing of the goods to the Router, and the result of the in-flight marketing marketing execution is calculated based on the Influencer influence value and the marketing content result value, The step of calculating the marketing execution result value is proportional to the value obtained by multiplying the sales result value by the sales weight constant, the value obtained by multiplying the influluencer influence value by the influence factor weight constant, and the value obtained by multiplying the marketing content result value by the marketing content weight constant Based on a formula inversely proportional to the sum of the sum of the two values.

According to the above-mentioned problem solving means of the present invention, it is possible to efficiently analyze the marketing activities performed through influential advertisers having influence on the social media, to search for a method for further sales increase through the data, It will be available on a scale.

1 is a flowchart illustrating an entire process of marketing through an influencer according to an embodiment of the present invention.
Figure 2 is a graphical representation of the values needed to analyze marketing execution results through Influencers, in accordance with an embodiment of the present invention.
3 is a flowchart illustrating a process for analyzing a marketing execution result through an influencer according to an exemplary embodiment of the present invention.

Hereinafter, embodiments of the present invention will be described in detail with reference to the accompanying drawings, which will be readily apparent to those skilled in the art. The present invention may, however, be embodied in many different forms and should not be construed as limited to the embodiments set forth herein. In order to clearly illustrate the present invention, parts not related to the description are omitted, and similar parts are denoted by like reference characters throughout the specification.

Throughout the specification, when a part is referred to as being "connected" to another part, it includes not only "directly connected" but also "electrically connected" with another part in between . Also, when an element is referred to as " including " an element, it is to be understood that the element may include other elements as well as other elements, And does not preclude the presence or addition of one or more other features, integers, steps, operations, components, parts, or combinations thereof.

The following examples are intended to further illustrate the present invention and are not intended to limit the scope of the present invention. Accordingly, the same scope of the invention performing the same function as the present invention will also fall within the scope of the present invention.

In this specification, the server 100 may refer to a device for analyzing the execution result of marketing conducted through an influencer.

1 is a flowchart illustrating an entire process of marketing through an influencer according to an embodiment of the present invention.

1, each process is performed through a server 100, an influluencer 200, and an advertiser 300, and the influluencer 200 and the advertiser 300 include respective servers.

First, when the advertiser 300 requests advertisement (marketing) to the server 100, the server 100 selects an influluencer 200 capable of responding to the advertisement.

The server 100 confirms to the selected influluencers 200 whether or not there is an intention to participate in the advertisement and receives costs and conditions for advertisement execution presented by the influluencer 200 with the will to participate And analyze and verify whether the costs, conditions, and values are reasonable.

When the server 100 completes analysis and verification of costs, conditions, and values, the advertiser 300 determines the influluencer 200 to perform the advertisement based on the analysis and verification, do.

When the settlement of the advertiser 300 ends, the server 100 manages the escrow role and the advertisement production, and the influluencer 200 publishes (uploads) the result after producing the marketing content.

Here, marketing content can refer to an image, video, or broadcasting image created by Influencer for marketing a specific good.

The server 100 analyzes the response of the advertisement and the result of the advertisement, and uses the analysis service of the marketing execution result of the Influencer 200 presented through the present invention.

Thereafter, the server 100 selects the inflator 200 having excellent performance according to the result analysis of the advertisement, and the final report is sent to the advertiser 300.

Through the above process, the advertiser 300 can select the correct Influencer 200 to perform his / her advertisement, and the Influencer 200 can earn a profit for raising awareness by performing an advertisement suitable for the Influencer 200 You will have an opportunity.

In addition, the server 100 can analyze the advertisement result, construct a simulation for predicting future marketing performance, acquire information of the excellent influluencer 200, and provide a pool system for the advertisement to be performed later You can spread it.

The process of analyzing the execution result of the advertisement through the influluencer 200 by the server 100 will be described with reference to FIG. 2 to FIG. 3 which will be described later.

2 is a graphical representation of the values needed to analyze the marketing execution results through the influenza processor 200, in accordance with an embodiment of the present invention.

2, the influenza results 110 (Influencer 200 impact value), the content results 120 (marketing content result values), and the sales results 130 (sales result values) And the marketing execution result value (150) is calculated through the marketing execution result value (150).

The Influencer result (110) is a result of calculating the average response for a predetermined period when the Influencer (200) provides the content to followers or followers or viewers generated through existing content Means a value generated based on a ratio.

For example, assuming a professional BJ that performs Internet broadcasts, this could include the number of followers attracted to the broadcasted content or the percentage of viewers or followers responding to specific content performed during the broadcast of that BJ.

Here, the response to the content may vary depending on the type of content provided by the influencer 200. For example, in the case of the professional BJ, the number of viewers or followers participating in the dialogue in real time during the broadcasting time, the size of the sponsorship through the sponsoring system, and the ratio of the likelihood to the number of views.

In addition to the above-described information, an optional embodiment may further include age information of the followers or viewers, the number of interests, comments, the participation rate of the conversation, the number of views of the content, and the like.

Finally, the Influencer result (110) is a numerical value of the usual popularity or influence of the Influencer (200).

The content result 120 may be a value that numerically represents a result of an advertisement (marketing) requested by the advertiser 300.

The content result 120 includes the number of views for the marketing content, the ratio of calculating the average response of the audience (or users) using the content for the predetermined period described above, the likelihood of the number of views of the marketing content during the predetermined period, The number of comments, and so on.

For example, if the advertisement content generated by the influencer 200 is uploaded to a platform such as " YouTube ", the total number of views of the content, the number of comments generated in the content, This may be the amount of conversation that takes place between.

The sales result 130 is a value calculated based on the number of sales for a predetermined period of goods corresponding to the marketing content and the total sales amount of the goods.

For example, the sales result 130 may include the total number of products sold since the advertisement was transmitted through the influencer 200, and the sales profits obtained through sales of the products.

The analysis algorithm 140 is an algorithm for calculating the marketing execution result value 150 through the previously received influenza result 110, the content result 120, and the sales result 130.

Here, in order to calculate the marketing execution result value 150, basically, the following formula can be referred to.

Where c is the sales result 130 and k is the corresponding sales weight constant.

a denotes an influential document result (110), and i can be a corresponding inflow document (200) weight constant.

b denotes content result 120, j denotes a corresponding content weight constant, and m can be a media weight constant.

Herein, the sales weight constant, the inflarcator 200 weight constant, the content weight constant, and the media weight constant are values that can be changed according to the kind of the marketing content that the influluencer 200 performs for the advertisement.

For example, the values of constants that can be presented to each other in the case of the u-tuber in which the inflator 200 mainly creates and uploads the video contents or in the case of the BJ that performs the real-time broadcasting through the Internet are changed.

In addition, each constant is determined automatically by reflecting social and political events, crawls the information of the site provided by the search engine server, and stores the search term registered in the predetermined rank of the search engine site for a predetermined period, If the name of the requested commodity is matched, the constant value can be adjusted upwards.

The above formula does not limit the scope of the present invention, as the advertisement algorithm (marketing) requested by the advertiser 300 or the algorithm formula according to the product may be applied to the basic algorithm of the present invention presented above.

The marketing execution result value 150 may be used as a measure of whether the advertisement through the influencer 200 is successful or not, as a final result value calculated through the apparatus of the present invention.

3 is a flowchart illustrating a process for analyzing a marketing execution result through an influencer according to an exemplary embodiment of the present invention.

Referring to FIG. 3, first, the server 100 receives the influence value, marketing content result value, and sales result value of the influencer 200 (S310).

The Influencer 200 influence value and the marketing content result value received in step S310 are received through the server in which the Influencer 200 is active and the sales result value is stored in the server holding the selling information of the product .

Also, in this step, it is possible to perform a process of unifying the respective values so that the marketing execution result value 150 can be calculated through the algorithm.

When the reception of the corresponding values is completed, the marketing execution result value 150 of the influluencer 200 is calculated through the analysis algorithm 140 described in FIG. 2 (S320).

At this time, as an alternative embodiment, the system recommending the influluencer 200 may be upgraded through the marketing execution result value 150, or the system may be managed by dividing the rating according to the ability of the influluencer 200 .

The method of providing the analysis service of the execution result of the influluxer marketing according to the embodiment of the present invention described above may also be implemented in the form of a recording medium including a command executable by a computer such as a program module executed by a computer . Such a recording medium includes a computer-readable medium, which may be any available medium that can be accessed by a computer, and includes both volatile and non-volatile media, both removable and non-removable media. The computer-readable medium may also include computer storage media, which may be volatile and non-volatile, implemented in any method or technology for storage of information such as computer readable instructions, data structures, program modules or other data , Both removable and non-removable media.

It will be understood by those skilled in the art that the foregoing description of the present invention is for illustrative purposes only and that those of ordinary skill in the art can readily understand that various changes and modifications may be made without departing from the spirit or essential characteristics of the present invention. will be. It is therefore to be understood that the above-described embodiments are illustrative in all aspects and not restrictive. For example, each component described as a single entity may be distributed and implemented, and components described as being distributed may also be implemented in a combined form.

The scope of the present invention is defined by the appended claims rather than the detailed description and all changes or modifications derived from the meaning and scope of the claims and their equivalents are to be construed as being included within the scope of the present invention do.

100: Server 200: Influencer
300: Advertiser

Claims (8)

CLAIMS 1. A method for providing a service for analyzing an execution result of an influencer marketing performed by a server,
(a) collecting an influencer influence value and a marketing content result value based on information and marketing content information of an influencer;
(b) receiving a sales result value corresponding to marketing through the sales server of the advertiser who has requested marketing of the goods to the influenza agent;
(c) calculating an influenza marketing execution result value based on the Influencer influence value and the marketing content result value,
The step of calculating the marketing execution result value
The sale result value is multiplied by a sales weight constant, and the informa- tion influence value is multiplied by an influencer weight constant, and a value obtained by multiplying the marketing content result value by a marketing content weight constant, How to Provide a Service to Analyze the Results of an Influencer Marketing Execution, Which is Based on a Mathematical Formula The method according to claim 1,
Wherein the influence value of the influluencer is calculated on the basis of the number of followers using the content generated by the influluxer and the number of followers responding to the content generated by the influluencer with respect to a predetermined time How to provide services, analyze the results of influenza marketing execution. The method according to claim 1,
The marketing content is for an image, a moving picture or a broadcasting video generated by the Influencer for marketing for a specific good,
Wherein the marketing content result value is calculated on the basis of the number of views of the marketing content for a predetermined period and the ratio of the likes and comments to the number of views of the marketing content during a predetermined period. How to provide. The method according to claim 1,
Wherein the sales result value is calculated on the basis of the number of sales for the predetermined period of the goods corresponding to the marketing content and the total sales amount of the goods. The method according to claim 1,
Wherein the selling weight constant, the influluencer weight constant, and the marketing content weight constant are values that vary according to the type of the marketing content. 6. The method of claim 5,
The constants are automatically determined in response to social and political events,
The information of the site provided by the search engine server is crawled, and when the name of the goods requested by the advertiser is matched with the search word registered for a predetermined period within the predetermined rank of the search engine site, How to provide services, analyze the results of influenza marketing execution. An analysis service providing apparatus for analyzing an execution result of an influx letter marketing,
A memory in which a program for performing an analysis service providing method is recorded; And
And a processor for executing the program,
The processor, by executing the program,
The influence value of the influence publisher and the marketing content result value on the basis of the information and the marketing content information of the influen- cy, Calculating an influenza marketing execution result value based on the Influencer Influence value and the marketing content result value,
The process of calculating the marketing execution result value
The sale result value is multiplied by a sales weight constant, and the informa- tion influence value is multiplied by an influencer weight constant, and a value obtained by multiplying the marketing content result value by a marketing content weight constant, Based on the formula used to analyze the results of an in-flight marketing marketing execution. A computer-readable recording medium having recorded thereon a program for performing an analysis service providing method according to any one of claims 1 to 6.

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