KR102187799B1 - Method and system for providing social advertisement brokerage service - Google Patents

Abstract

According to an embodiment, in a method for a server to provide a social advertisement intermediary service, the step of calculating and calculating the influence indices of a plurality of influencers, calculating the influence of the plurality of advertisers by numerically calculating the influence of the influencer A method of providing a social advertisement intermediary service is provided, including calculating an advertisement penetration index using the index and the advertiser influence index, and providing one or more influencer information and each advertisement penetration index to an advertiser.

Description

Method and system for providing social advertisement brokerage service {METHOD AND SYSTEM FOR PROVIDING SOCIAL ADVERTISEMENT BROKERAGE SERVICE}

The present invention relates to a method and system for providing a social advertisement brokerage service.

With the proliferation of social advertisement brokerage services, various marketing using social network services is being performed. In particular, marketing of influencers using influencers with many followers is the main focus.

Influencer marketing refers to a marketing method that uses influential individuals. When it comes to influencer marketing, it is important to find influencers who have a lot of followers and have a lot of influence.

However, in the case of conventional influencer marketing, in order to find influential influencers, the influence was evaluated only by the number of followers.

Therefore, in the influencer's activity, the influence of the influencer's activity such as actual number of views, number of comments, number of positive comments, number of negative comments, etc. has not been evaluated. Even if it was caused, it was not possible to grasp in advance.

In addition, as influencer marketing is active, there are problems such as increasing followers by using programs in an abnormal way, or raising followers by launching only stimulating content, so if you evaluate the influence of influencers only with followers, accuracy is poor. .

Therefore, there is a need for a technique that analyzes not only the influencer but also his followers, excludes abnormal influencers, and more accurately calculates the influence of the influencer according to the actual activity of the influencer.

In addition, since the influence of the advertiser is also a large variable in advertising, the influence of the advertiser is analyzed and combined with the influence of the influencer to provide the advertiser with an appropriate influencer for the advertising campaign, and to a certain extent through the influencer. It is required to develop a technology that can provide a numerical value by calculating whether it has the ripple power of

It is an object of the present invention to provide a method of providing a social advertisement brokerage service.

The object of the present invention is not limited to the problems mentioned above, and other problems that are not mentioned will be clearly understood by those skilled in the art from the following description.

According to an embodiment of the present invention for solving the above-described problem, as a method of providing a social advertisement brokerage service, a server provides post evaluation information (number of subscribers, followers, views, comments) for each of a plurality of influencers. The influencer's own influence index based on the number of influencers, the number of recommendations, the number of consensus, etc.) and a subscriber influence index for subscribers who subscribe to the influencer on SNS are added to the influencer influence index. The index includes a subscriber disposition score, a subscriber influence score, and a subscriber loyalty score. A method of providing a social advertisement brokerage service is provided.

The method further includes, for each of the plurality of advertisers, calculating an advertiser's influence index on the advertiser using a shopping mall share of the advertiser's product and an advertiser's brand image evaluation value, wherein the advertiser The account's influence index is calculated using the advertiser's own influence index and the subscriber's influence index who subscribes to the advertiser on SNS, and the advertiser's brand image evaluation value is the total number of advertiser-related articles and posts, the article, and It can be calculated using the evaluation information of the post (the number of subscribers, the number of followers, the number of views, the number of comments, the number of recommendations, and the number of consensus).

In the method, a weight corresponding to a degree of influence of an influencer's advertisement is assigned to a ratio value between the calculated influencer's influence index and the advertiser's influence index to match the at least one influencer with the advertiser. Calculating a ripple force index; And providing information on the calculated advertisement penetration index to the advertiser, and uploading the social post selected from the advertiser to the influencer's social network service account. .

The step of digitizing and calculating the influencer influence index may include calculating a follower's influence index by digitizing it.

The step of digitizing and calculating the influencer influence index may include finding a negative influencer.

The step of calculating and calculating the influencer influence index may include or exclude factors that are determined to be valid.

The evaluating the influence of the advertiser may include or exclude factors that are determined to be valid.

The step of evaluating the influence of the advertiser may exclude the step of calculating the influence index of the advertiser account.

The step of evaluating the influence of the advertiser may exclude the step of calculating the market share of the advertiser product.

Providing the information on the calculated advertisement penetration index to the advertiser may include selecting an influencer by the advertiser.

According to the present invention, in providing influencer marketing to advertisers, it is possible to provide influencers to advertisers with more accurate information than existing influencer marketing methods.

In addition, it is possible to preclude negative influencers through an abnormal method, which is a problem of quantifying the influence of influencers using only the number of followers.

In addition, influencers with at least a number of followers can be found and provided to advertisers, including the influence of followers on the influence of influencers.

In addition, advertisers' brand awareness, influence, and market share of products are also factors that have a great influence on influencer marketing. Combined with the influence of influencers, the impact of the relevant advertising campaign is quantified to advertisers. We can provide the best influencers and social posts.

Accordingly, more objective and numerical information can be provided in a series of processes in which the advertiser selects an influencer and provides the influencer to the advertiser.

The effects of the present invention are not limited to the effects mentioned above, and other effects not mentioned will be clearly understood by those skilled in the art from the following description.

1 is a diagram for explaining a method of providing a social advertisement brokerage service according to an embodiment of the present invention.

1 is a flowchart illustrating a method of providing a social advertisement brokerage service according to an embodiment of the present invention.

In the following description, "server" may mean a server operated by a social advertisement brokerage service provider. According to an embodiment of the present invention, an advertiser may provide an advertisement campaign brief to a server operated by a social advertisement brokerage service provider, and the server receives a social post corresponding to the advertiser's campaign brief information from one or more influencers. Thus, it can be provided to the advertiser.

Social posts are provided by the influencer directly to the server, the server can provide the social post to the advertiser, or the social advertising brokerage service directly searches for a random influencer social post corresponding to the advertiser's campaign brief information. It can also be provided to advertisers.

Each step shown in FIG. 1 should be understood as a step performed by a server.

Referring to FIG. 1, first, the server calculates an influencer influence index for one or more influencers corresponding to the received social post (S110).

For each of the one or more influencers corresponding to the received social post, the influencer's own influence index based on the post evaluation information (likes, views, comments, and recommendations) and subscribers who subscribe to the influencer on SNS And calculating an influencer influence index to which the subscriber influence index is added. The subscriber includes the concept of a follower, and hereinafter, for convenience of description, subscribers and followers will be collectively referred to as "subscribers".

In evaluating the influence of an influencer, the number of subscribers, views, empathy, and comments of the influencer's social network account may be based.

In addition, since the influencer cannot determine the influence of only one of the posts of the influencer, the server can determine the influence based on the number of views, sympathies, and comments for the posts of the influencer for a certain period of time. have.

In addition, by analyzing the negative and positive activities of the advertiser's desired product or related product among the influencer's activities, the influence of the influencer on the product can be grasped.

In summary, the server can collect and analyze negative and positive activities related to the product among the postings of the influencer for a certain period of time, and act to determine the influence.

In addition, in order to grasp the influence of the influencer on the subscribers who subscribe to the influencer and to add it as an element that affects the influence of the influencer, the influence of the subscriber is also calculated.

Here, the subscriber influence index may be calculated in the same way as the influencer's influence index.

The influencer influence index may be calculated by Equation 1.

[Equation 1]

I _SNS = Influencer's final influence index

I _r = influencer's individual influence index

I _r is calculated by the following equation (2).

[Equation 2]

FI _r (i) = individual subscriber influence index

T _i = number of influencers' posts in a certain amount of time

F _i = number of followers (subscribers) of influencer

I _a (i) = number of likes for the post

I _b (i) = number of views of the post

I _c (i) = number of comments on the post

I _d (i) = number of recommendations for posts

α = correction factor (A number applied to correct errors that may occur due to exogenous variables such as gender, age, income, occupation, etc., and can be appropriately selected automatically or manually.)

In addition, FI _r (i) can be calculated by Equation 3 below.

[Equation 3]

x = subscriber disposition score

y = subscriber influence score

z = subscriber loyalty

T _f = the number of posts at a certain time by the subscriber

F _f = the number of followers of the subscriber

H _a (i) = number of hash tags in posts

H _b (i) = number of hash tags of posts associated with the category

F _a (i) = the number of likes of followers (subscribers) among the posts of the influencer over a period of time

F _b (i) = The number of comments from followers (subscribers) among the posts of the influencer over a period of time

F _c (i) = "Number of "recommendations" by followers (subscribers) out of the influencer's postings over a period of time"

Y _a (i) = number of likes for the post

Y _b (i) = number of views of the post

Y _c (i) = number of comments on the post

Y _d (i) = number of recommendations in the post

β = correction factor (A number applied to correct errors that may occur due to exogenous variables such as gender, age, income, and occupation, and can be appropriately selected automatically or manually.)

Among the influencers' influence indices, the subscriber’s influence index FI _r (i) is the same as the method of calculating the influencer’s influence index, and additionally, FI _r (i) is calculated using x, y, z in Equation 1 After adding up, divide by the number of subscribers to get the average value.

In addition, the subscriber's influence index includes the number of subscribers who subscribe to the subscriber, the subscriber's disposition score, the subscriber's influence score, and the subscriber's loyalty score, and the subscriber's influence includes factors that are considered valid in addition to the above factors. I can.

In addition, among the subscriber's influence index, the subscriber's disposition score is the ratio of the hashtag related to the product category of the corresponding advertisement campaign among all hashtags of the subscriber’s post for a certain period of time, and calculates the disposition score with the product category of the corresponding advertisement campaign.

In addition, among the subscriber's influence indices, the subscriber’s influence score is calculated using the same formula as the above equation for quantifying the influencer’s influence score, except for the part that determines the subscriber’s influence score. Calculate.

In addition, of the subscriber's influence index, the subscriber's loyalty score is a score of how much the subscriber reacts to the influencer's posts, and the number of likes and comments that the subscriber has executed among the posts of the influencer for a certain period of time. Calculate the subscriber's loyalty score by calculating the number and number of recommendations.

Also, once again I _r compensation for the resulting inflation of the Lu eonseo impact factor I _SNS Yields

After calculating the influencer's influence index in step S110, the server calculates the advertiser influence on the advertiser as an index (S120).

The calculated advertiser's influence index is combined with the influencer's influence index and used to calculate the impact of the advertisement due to matching between the relevant advertisement campaign and the influencer.

The advertiser influence index is calculated by the following equation (4).

[Equation 4]

Ad = advertiser impact index

T _a = Influence index of advertiser account (calculated in the same way as Equations 1 to 3)

T _b = market share of advertiser products

T _c = the advertiser's brand image evaluation value

Q _a = total number of products in the same category in the online market

Q _b = the number of products of the advertiser in the same category in the online market

N _a = Total number of articles and posts related to advertisers over a period of time

N _b (i) = Number of views of articles & posts

N _c (i) = number of comments on articles & posts

N _d (i) = number of positive comments for articles & posts

N _e (i) = number of negative comments on articles & posts

α = correction factor (A number applied to correct errors that may occur due to exogenous variables such as gender, age, income, occupation, etc., and can be appropriately selected automatically or manually.)

The post may be a post related to a corresponding advertiser or an advertisement target product disclosed in an SNS account related to the advertiser or another media space.

The influence index on advertisers only shows the degree of influence of the public regardless of whether the advertiser's brand recognition is negative or positive. The reason is that even if the advertiser has a strong negative impact, if the public awareness is high, the product awareness is also high.

Therefore, even if the influence of the advertiser is negative, if it is widely known to the public, the influence of the advertisement is also high, so that the influence index on the advertiser does not distinguish between positive and negative, the above equation is proposed.

And, when the influencer's influence index and the advertiser's influence index on the advertiser are calculated, the corresponding advertisement according to the matching of the influencer and the advertiser's advertising campaign is performed using the influencer's influence index and the advertiser's influence index on the advertiser. Calculate the advertising penetration index of the campaign (S130).

The impact index of the advertisement can be calculated by the following equation.

[Equation 5]

I _SNS = Influencer's final influence index

Ad = advertiser influence index

In the process of calculating the advertisement penetration index using the calculated influencer influence index and advertiser influence index, a valid factor may be included as an additional weight.

In Equation 5, a, b ₁ , b ₂ , b ₃ , b ₄ , and e are factors or weights that influence the impact index of advertisements, which are characteristics of influencers (ex. awareness, gender, age, It is a value that can vary depending on income, job, etc.) and characteristics of the advertiser (ex. awareness, past performance, etc.).

According to an embodiment, a function value using the number of advertisement contracts of an influencer, a function value using the advertising sales amount of the influencer for a certain period of time, a function value using the sales growth rate per advertisement of the influencer, and advertisement of the influencer A function value using an average reward per case, a function value using an advertisement response score for each main advertisement target layer (age, gender, occupation, etc.) of an advertiser's advertisement campaign may be used as a weight.

In addition, in the case of weight, independent of influencer's influence and advertiser's influence, data related to the influencer's ability to perform advertisement campaigns related to the influencer's previous advertisement campaign progress or campaigns conducted based on the influencer Of course, weights may not exist if this does not exist.

In addition, the weight is not limited to the influencer's ability to perform advertising campaigns.

Therefore, in the process of calculating the spreading power index, it can be used as a weight by including valid factors that can affect the spreading power index, and the valid factors may include elements provided by the social network in which the influencer is active. .

In addition, the effective factor is not limited to the factor provided by the social network, and the factor may be changed according to a function additionally provided by the social network or exposed information, and may be included as an additional weight as a valid factor.

When the calculation of the advertisement penetration index is completed, the server provides the influencer information and the advertisement penetration index to the advertiser (S140).

When the advertiser is provided with multiple influencer information and each advertisement impact index, the advertiser selects an appropriate influencer based on the information provided from the server managed by the social advertisement brokerage service provider, and the advertiser selects the appropriate influencer. The influencer information selected to the server and information on the social post to be uploaded are transmitted to the server (S150).

Thereafter, the selected social post is uploaded to the social network account of the influencer selected by the advertiser (S160).

In this process, the server may further provide an intermediary process between the advertiser and the influencer, which delivers details of the advertiser's advertising campaign to the selected influencer, and delivers the influencer's opinion to the advertiser.

When the consultation between the advertiser and the influencer is completed, the advertisement campaign may be uploaded to the user's social network by the influencer.

Uploading may be performed by a function supported by the social network in which the influencer is active, but may be performed by a method presented by an advertiser or a social advertisement brokerage service provider.

Lastly, the reward for the advertisement campaign provided from the advertiser may be distributed between the social advertisement brokerage service provider and the influencer who conducted the advertisement campaign.

The above description of the present invention is for illustrative purposes only, and those of ordinary skill in the art to which the present invention pertains will be able to understand that it can be easily modified into other specific forms without changing the technical spirit or essential features of the present invention. will be. Therefore, it should be understood that the embodiments described above are illustrative in all respects and not limiting. For example, each component described as a single type may be implemented in a distributed manner, and similarly, components described as being distributed may also be implemented in a combined form.

The scope of the present invention is indicated by the claims to be described later, and all changes or modified forms derived from the meaning and scope of the claims and their equivalent concepts should be interpreted as being included in the scope of the present invention.

Claims (5)

In the method for the server to provide a social advertisement brokerage service,
Calculating and calculating the influence index of a plurality of influencers,
Calculating and calculating the influence index of a plurality of advertisers,
Calculating an advertisement penetration index using the influencer influence index and the advertiser influence index, and
Including the step of providing at least one influencer information and each advertisement impact index to the advertiser,
The advertisement penetration index is,
A method for providing a social advertisement brokerage service, which is calculated by assigning a weight corresponding to the degree of influence of the advertisement of the influencer to a ratio value between the calculated influencer's influence index and the advertiser's influence index. The method of claim 1,
The influencer's influence index is,
Calculating an influencer's own influence index based on evaluation information (number of subscribers, number of views, number of comments, number of recommendations, number of opinions) aggregated in the influencer's own SNS account;
Calculating a subscriber influence index for a subscriber who subscribes to the influencer on SNS; And
Comprising the step of calculating a final influencer influence index in which the influencer's own influence index and the subscriber's influence index are summed,
The subscriber influence index includes a subscriber disposition score, a subscriber influence score, and a subscriber loyalty score. The method of claim 1,
The advertiser's influence index is,
The advertiser's market influence index on the advertiser is calculated using the advertiser's influence index, the market share of the advertiser's product, and the advertiser's brand image evaluation value,
The influence index of the advertiser's account is the evaluation information (number of subscribers, views, comments, recommendations, and opinions) aggregated in the advertiser's own SNS account and the evaluation information of the posts (subscribers, views, number of comments, number of recommendations, and opinions) A method of providing a social advertisement brokerage service that is calculated using. delete The method of claim 1,
Receiving influencer selection information and social post selection information from the advertiser; And
The method of providing a social advertisement brokerage service, further comprising the step of uploading the social post to the SNS account of the selected influencer.

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