KR102420958B1 - Method for determining and recommending influencer for company in need of marketing - Google Patents

Abstract

One embodiment of the present invention relates to a method for determining and recommending influencers for marketing demand companies performed by at least one server which comprise: a step of acquiring information on a plurality of influencers; a step of calculating a numerical value of each of preset items for each of the plurality of influencers based on the information on a plurality of influencers; a step of determining a plurality of true influencers among the plurality of influencers based on the numerical value of each of the preset items; a step of acquiring influencer matching request information including demand company information, product information, and contract information from a demand company terminal; and a step of determining at least one matching influencer among the plurality of true influencers based on the influencer matching request information. According to one embodiment of the present invention, whether the influencer is a true influencer with a ripple effect can be determined based on the various information of the influencer to match the influencer to the demand company based on reliability.

Description

Influencer judgment and recommendation method for companies in need of marketing

The present invention relates to an influencer judgment and recommendation method for a marketing demand company.

Viral marketing is a new marketing phenomenon that spreads rapidly like a virus to consumers who are networked like a spider web through social media. Viral marketing is the content that consumers find on their own and voluntarily spreads it to friends and acquaintances. Recently, according to the purchasing propensity of users who consume by following influencers on social media platforms, sellers request advertisement settings registration on social media platforms, and influencers post related products. In this case, there is an increasing trend in viral marketing, in which users see a post and visit a seller to purchase it. However, the existing e-commerce through viral marketing has a problem in that it is difficult for sellers to access or request an influential social media platform, and there is a problem in that advertising efficiency is lowered because storytelling cannot be properly delivered to users.

An object of the present invention for solving the above problems is to provide a method for determining and recommending an influencer for a marketing demanding company.

Another object of the present invention for solving the above problems is to provide an influencer determination and recommendation device for a marketing demand company.

Influencer determination and recommendation method for a marketing demand company according to an embodiment of the present invention for achieving the above object is to obtain information about a plurality of influencers, the plurality of influencers calculating a numerical value for each of the preset items for each of the plurality of influencers based on the information; Determining, acquiring influencer matching request information including information of the demanding company, product information, and contract request information from the demanding company terminal, and the plurality of true influencers based on the influencer matching request information determining at least one matching influencer from among the above, wherein the preset items include an advertisement efficiency item, a number of likes item, a number of followers item, a fake follow rate item, a follower configuration item, and a recent activity item, and , the contract request information includes available budget range information, contract period information, and information on a desired SNS channel among a plurality of SNS channels, and the product information includes information on a category in which a product is included among a plurality of categories can do.

Here, the method further comprising the step of providing information about the at least one matching influencer to the demanding company terminal, wherein the information on the matching influencer includes information on the ratio of avid fans of the matching influencer and post response rate information. may include

Here, the enthusiast ratio information is derived based on the total number of followers of the matching influencer and the number of feedbacks of followers for each post of the matching influencer, and the post response rate information is the number of views per post of the matching influencer and the number of feedbacks for each post of the matching influencer.

Here, the numerical value regarding the advertisement efficiency item is derived based on the amount of change in sales related to the previous advertisement product and the advertisement fee for the previous advertisement product that the matching influencer conducted, and the numerical value regarding the fake follow ratio item is the Among the total number of followers of the matching influencer, it is derived based on the number of followers without feedback on the posting of the matching influencer for a preset period, and the constituent items of the follower are other influencers among the followers of the matching influencer. It is derived based on the number of first accounts determined as influencers and the number of second accounts for corporate advertisement, and the first account determined as other influencers is based on the total number of followers of the first account. is determined, and the second account for the advertisement of the company may be determined based on ID information of the second account and a post of the second account.

Influencer determination and recommendation apparatus for a marketing demand company according to another embodiment of the present specification for achieving the above object includes a processor and a memory (memory) for storing at least one instruction executed by the processor Including, wherein the at least one command is a command for obtaining information about a plurality of influencers, items preset for each of the plurality of influencers based on the information about the plurality of influencers A command to calculate a number of stars, a command to determine a plurality of true influencers among the plurality of influencers based on the numerical values for each of the preset items, information of the demanding company, product information, and contract request from the demanding company terminal a command for obtaining influencer matching request information including information and a command for determining at least one matching influencer among the plurality of true influencers based on the influencer matching request information; The preset items include an advertisement efficiency item, a number of likes item, a number of followers item, a fake follow rate item, a follower configuration item, and a recent activity item, and the contract hope information includes available budget range information, contract period information, and a plurality of SNS Information about a desired SNS channel among channels may be included, and the product information may include information about a category in which a product is included among a plurality of categories.

Here, the at least one command further includes a command for providing information about the at least one matching influencer to the consumer company terminal, and the information about the matching influencer is a fan of the matching influencer. Rate information and post response rate information may be included.

Here, the enthusiast ratio information is derived based on the total number of followers of the matching influencer and the number of feedbacks of followers for each post of the matching influencer, and the post response rate information is the number of views per post of the matching influencer and the number of feedbacks for each post of the matching influencer.

Here, the numerical value regarding the advertisement efficiency item is derived based on the amount of change in sales related to the previous advertisement product and the advertisement fee for the previous advertisement product that the matching influencer conducted, and the numerical value regarding the fake follow ratio item is the Among the total number of followers of the matching influencer, it is derived based on the number of followers without feedback on the posting of the matching influencer for a preset period, and the constituent items of the follower are other influencers among the followers of the matching influencer. It is derived based on the number of first accounts determined as influencers and the number of second accounts for corporate advertisement, and the first account determined as other influencers is based on the total number of followers of the first account. is determined, and the second account for the advertisement of the company may be determined based on ID information of the second account and a post of the second account.

According to an embodiment of the present invention, it is possible to determine whether the influencer is a true influencer with ripple effect based on various information of the influencer, and match the influencer to the demanding company based on reliability.

According to an embodiment of the present invention, by providing various information on the influencer's advertising efficiency, fake follow ratio, follower composition, and recent activity to the demanding company, the demanding company can help in selecting the influencer.

1 is a block diagram showing the configuration of an influencer determination and recommendation apparatus for a marketing demand company according to an embodiment of the present invention.
2 is a diagram illustrating terminals in which an influencer determination and recommendation method for a marketing demand company is performed according to an embodiment of the present invention.
3 is a diagram illustrating a first screen of a consumer company terminal according to an embodiment of the present invention.
4 is a diagram illustrating a second screen of a terminal of a consumer company according to an embodiment of the present invention.
5 is a diagram illustrating a third screen of a consumer company terminal according to an embodiment of the present invention.
6 is a flowchart of a method for determining and recommending an influencer for a marketing demand company according to an embodiment of the present invention.

Since the present invention can have various changes and can have various embodiments, specific embodiments are illustrated in the drawings and described in detail in the detailed description. However, this is not intended to limit the present invention to specific embodiments, and should be understood to include all modifications, equivalents and substitutes included in the spirit and scope of the present invention. In describing each figure, like reference numerals have been used for like elements.

Terms such as first, second, A, B, etc. may be used to describe various elements, but the elements should not be limited by the terms. The above terms are used only for the purpose of distinguishing one component from another. For example, without departing from the scope of the present invention, a first component may be referred to as a second component, and similarly, a second component may also be referred to as a first component. The term "and/or" includes a combination of a plurality of related listed items or any of a plurality of related listed items.

When a component is referred to as being “connected” or “connected” to another component, it may be directly connected or connected to the other component, but it is understood that other components may exist in between. it should be On the other hand, when it is said that a certain element is "directly connected" or "directly connected" to another element, it should be understood that the other element does not exist in the middle.

The terms used in the present application are only used to describe specific embodiments, and are not intended to limit the present invention. The singular expression includes the plural expression unless the context clearly dictates otherwise. In the present application, terms such as “comprise” or “have” are intended to designate that a feature, number, step, operation, component, part, or combination thereof described in the specification exists, but one or more other features It is to be understood that this does not preclude the possibility of the presence or addition of numbers, steps, operations, components, parts, or combinations thereof.

Unless defined otherwise, all terms used herein, including technical or scientific terms, have the same meaning as commonly understood by one of ordinary skill in the art to which this invention belongs. Terms such as those defined in a commonly used dictionary should be interpreted as having a meaning consistent with the meaning in the context of the related art, and should not be interpreted in an ideal or excessively formal meaning unless explicitly defined in the present application. does not

Hereinafter, preferred embodiments of the present invention will be described in more detail with reference to the accompanying drawings. In describing the present invention, in order to facilitate the overall understanding, the same reference numerals are used for the same components in the drawings, and duplicate descriptions of the same components are omitted.

1 is a block diagram showing the configuration of an influencer determination and recommendation apparatus for a marketing demand company according to an embodiment of the present invention.

Referring to FIG. 1 , an influencer determination and recommendation apparatus 100 for a marketing demand company may include at least one processor 110 and a memory 120 . Here, the at least one processor 110 means a central processing unit (CPU), a graphics processing unit (GPU), or a dedicated processor on which methods according to embodiments of the present invention are performed. can do. Each of the memory 120 and the storage device 160 may be configured as at least one of a volatile storage medium and a non-volatile storage medium. For example, the memory 120 may be one of a read only memory (ROM) and a random access memory (RAM), and the storage device 160 is a flash-memory. , a hard disk drive (HDD), a solid state drive (SSD), or various memory cards (eg, micro SD card).

In addition, the influencer determination and recommendation apparatus 100 for a marketing demand company may include a transceiver 130 for performing communication through a wireless network. In addition, the division ownership management apparatus 100 for a picture may further include an input interface device 140 , an output interface device 150 , a storage device 160 , and the like. Each of the components included in the division ownership management apparatus 100 for a picture may be connected by a bus 170 to communicate with each other.

2 is a diagram illustrating terminals in which an influencer determination and recommendation method for a marketing demand company is performed according to an embodiment of the present invention.

Referring to FIG. 2 , the method for determining and recommending influencers for a marketing demand company according to an embodiment of the present invention is a computing device that has a storage space such as a personal computer (PC), can be connected to the Internet, and is not easy to carry. It may be performed in a portable terminal such as a smart phone or the like. In this case, the 　 method for determining and recommending an influencer for a company in demand for marketing is an application in which the method for determining and recommending an influencer for a company in need of marketing is downloaded from an App store, etc. and installed in the portable terminal. can be executed later.

And the 　 method of determining and recommending influencers for a marketing demand company is inserted into a computing device such as a PC while being recorded on a recording medium such as a CD (Compact Disc) or USB (Universal Serial Bus) memory to access the computing device. It may be performed through an operation or may be performed through an access operation of the computing device after being stored in the storage space of the computing device from the recording medium.

On the other hand, if the computing device or the portable terminal can access a server connected to the Internet, the method for determining and recommending an influencer for a marketing demanding company may also be executed in the server according to the request of the computing device or the portable terminal.

Hereinafter, a computing device, a portable terminal, or a server in which the method for determining and recommending an influencer for a marketing demanding company is executed may be collectively referred to as an influencer determining and recommending device for a marketing demanding company.

The system according to an embodiment may include a consumer company terminal 210 , an influencer determination and recommendation server 220 (hereinafter, the server 220 ), and an influencer terminal 230 . The influencer determination and recommendation server 220 may have the same configuration as the influencer determination and recommendation apparatus for a marketing demand company illustrated in FIG. 1 , but may not be limited thereto. The demand company terminal 210 may represent a terminal of a company that wants to request an advertisement of a specific product from an influencer.

The influencer terminal 230 and the consumer terminal 210 are a smart phone, a tablet PC, a PC, a smart TV, a mobile phone, a personal digital assistant (PDA), a laptop, a media player, a micro server, a global positioning system (GPS) device. , an e-book terminal, a digital broadcast terminal, a navigation device, a kiosk, an MP3 player, a digital camera, a home appliance, a device equipped with a camera, and other mobile or non-mobile computing devices, but is not limited thereto. In addition, the influencer terminal 230 and the consumer terminal 210 may be a wearable device having a communication function and a data processing function. However, it is not limited thereto.

The server 220 may be implemented as a computer device or a plurality of computer devices that communicate with the influencer terminal 230 and the consumer company terminal 210 through a network to provide commands, codes, files, contents, services, etc. can

For example, the server 220 may provide a file for installing an application to the influencer terminal 230 and the consumer company terminal 210 connected through a network. In this case, the influencer terminal 230 and the consumer company terminal 210 may install an application using a file provided from the server 220 .

In addition, the influencer terminal 230 and the consumer terminal 210 access the server 220 under the control of an operating system (OS) and at least one program (eg, a browser or an installed application) to access the server, A service or content provided by 220 may be provided.

As another example, the server 220 may establish a communication session for data transmission/reception, and route data transmission/reception between the influencer terminal 230 and the consumer company terminal 210 through the established communication session.

The server 220 , the influencer terminal 230 , and the consumer company terminal 210 may perform communication using a network. For example, a network includes a local area network (LAN), a wide area network (WAN), a value added network (VAN), a mobile radio communication network, a satellite communication network, and their It is a data communication network in a comprehensive sense that includes mutual combinations and enables each network constituent entity to communicate smoothly with each other, and may include a wired Internet, a wireless Internet, and a mobile wireless communication network. In addition, wireless communication is, for example, wireless LAN (Wi-Fi), Bluetooth, Bluetooth low energy, Zigbee, WFD (Wi-Fi Direct), UWB (ultra wideband), infrared communication (IrDA, infrared) Data Association), NFC (Near Field Communication), etc. may be there, but is not limited thereto.

Hereinafter, a description will be made based on the demand company terminal 210 in which the influencer determination and recommendation method for the marketing demand company according to an embodiment is provided.

3 is a diagram illustrating a first screen of a consumer company terminal according to an embodiment of the present invention.

Referring to FIG. 3 , according to an embodiment, product category information, SNS channel information, available budget range information, contract period information, sales form information, and the like may be obtained from the demanding company through the demanding enterprise terminal 210 . That is, the person in charge of the demanding company can select a product category by selecting at least one of the preset product categories through the demanding company terminal 210, and can select the SNS channel by selecting at least one of the preset SNS channels. . In addition, the person in charge of the demanding company may select the available budget range by setting the minimum and maximum available budgets, and may select the contract period by entering the contract period. In addition, the sales type may be selected by selecting at least one of the preset sales types.

For example, an embodiment may provide a first screen for selecting the above-mentioned information to the consumer company terminal 210 , a product category selection area, an SNS channel selection area, an available budget range selection area, and a contract period selection A region and a sales type selection region may be sequentially included in the first screen from the top.

Thereafter, according to an embodiment, matching of the influencer may be performed based on information selected by the person in charge of the demanding company, and the selected information may be classified and stored into information of the demanding company, product information, and contract request information.

4 is a diagram illustrating a second screen of a consumer company terminal according to an embodiment of the present invention.

Referring to FIG. 4 , according to an embodiment, information about a plurality of influencers may be first obtained, and information on a plurality of influencers and influencer matching request information may be used to provide an influence to a demanding company. Information about the influencer can be provided by matching the influencer.

Matching between the influencer and the demanding company can be performed based on the influencer's past history information. can also be matched to In addition, it can be filtered primarily by influencers who are active in the SNS channel selected by the demanding company, and whether there is a history of previously advertising a product included in the subsequent product category, and the advertising cost corresponding to the previously advertised product Influencers may be matched by secondary filtering based on whether they are included in the available budget range.

Here, an embodiment may go through a process of selecting true influencers with a certain ripple effect among a plurality of influencers as a prior work, and among the selected true influencers, suitable for information on the influencer matching request The influencer may be determined as the matching influencer.

For example, in order to determine a true influencer among a plurality of influencers, an embodiment derives information on preset items or numerical values on preset items for each influencer, and After calculating the influencer index based on the influencer index, only the influencer whose influencer index is above the critical index can be determined as a true influencer.

Here, the preset items may include at least one of an advertisement efficiency item, a number of likes item, a number of followers item, a fake follow rate item, a follower configuration item, and a recent activity item.

For example, the numerical value related to the advertisement efficiency item may be derived based on the amount of change in sales related to the previous advertisement product and the advertisement fee related to the previous advertisement product that the influencer conducted. For example, the numerical value regarding the fake follow ratio item may be derived based on the number of followers without feedback on the posts of the matching influencers for a preset period among the total number of followers of the matching influencers. For example, the follower configuration item may be derived based on the number of first accounts determined to be other influencers among the followers of the matching influencer and the number of second accounts for corporate advertisement. Here, the first account determined as another influencer may be determined based on the total number of followers of the first account, and the second account for corporate advertisement is based on the ID information of the second account and the posts of the second account. can be determined as Or, for example, one embodiment derives the average number of views of a plurality of posts of the matching influencer, and derives the upload time of the most recent post uploaded by the matching influencer and the number of views of the recent post, , after calculating a period in which the number of views of the recent post is expected to reach the average number of views based on the average number of views, the upload time of the recent post, and the number of views of the recent post, the number of recent activity based on the period can also be derived. However, the above-described numerical values may be derived through other methods, but are not limited thereto.

Referring to FIG. 4 , according to an embodiment, at least one matching influencer among the true influencers may be derived through the above-described process, and information on the at least one matching influencer may be transmitted to the demanding company terminal 210 . ) can be provided through

5 is a diagram illustrating a third screen of a consumer company terminal according to an embodiment of the present invention.

Referring to FIG. 5 , according to an embodiment, when one of at least one matching influencer is selected from the demand company terminal 210 by the demand company manager, detailed information about the selected matching influencer may be provided.

Detailed information on the matching influencer may include at least one of name information, number of followers information, female follower information, avid fan ratio information, and post response rate information. For example, the passionate fan ratio information can be derived based on the total number of followers of the matching influencer and the number of feedbacks of the followers for each post of the matching influencer, and the post reaction rate information includes the number of hits and It can also be derived based on the number of feedbacks for each post of the matching influencer. However, the passionate fan ratio or the post response rate may be derived through a method different from the above, but is not limited thereto.

In addition, detailed information about the matching influencer may further include a mark of a true influencer at the bottom.

6 is a flowchart of a method for determining and recommending an influencer for a marketing demand company according to an embodiment of the present invention.

Referring to FIG. 6 , according to an embodiment, information about a plurality of influencers may be obtained ( S610 ), and based on the information on the plurality of influencers, information on each of the plurality of influencers may be obtained. It is possible to calculate a numerical value for each preset item ( S620 ). Here, the preset items may include an advertisement efficiency item, a number of likes item, a number of followers item, a fake follow ratio item, a follower configuration item, and a recent activity item.

Thereafter, an embodiment may determine a plurality of true influencers among the plurality of influencers based on the preset numerical values for each item ( S630 ).

In addition, in one embodiment, influencer matching request information including information of the demanding company, product information, and contract request information may be obtained from the demanding company terminal (S640), and based on the influencer matching request information, the At least one matching influencer among the plurality of true influencers may be determined (S650). Here, the contract request information may include available budget range information, contract period information, and information on a desired SNS channel among a plurality of SNS channels, and the product information relates to a category in which a product is included among the plurality of categories. may contain information.

In addition, although not shown in FIG. 6 , an embodiment may provide information on the at least one matching influencer to the consumer company terminal. In this case, the information on the matching influencer may include information on the ratio of avid fans of the matching influencer and information on the post response rate.

For example, the avid fan ratio information may be derived based on the total number of followers of the matching influencer and the number of feedbacks of followers for each post of the matching influencer, and the post response rate information may be determined by the matching influencer. It can be derived based on the number of views per post of , and the number of feedback per post of the matching influencer.

In addition, according to an embodiment, the numerical value related to the advertisement efficiency item may be derived based on the amount of change in sales related to the previous advertisement product and the advertisement fee for the previous advertisement product, which the matching influencer proceeded with, and the fake The numerical value related to the follow ratio item may be derived based on the number of followers without feedback on the posting of the matching influencer for a preset period among the total number of followers of the matching influencer, and the constituent items of the follower are It may be derived based on the number of first accounts determined to be other influencers among the followers of the matching influencer and the number of second accounts for corporate advertisement. Here, the first account determined as the other influencer may be determined based on the total number of followers of the first account, and the second account for the advertisement of the company includes the ID information of the second account and the second account. It may be determined based on posts in the account.

In addition, an embodiment may derive the average number of views of a plurality of posts of the matching influencer in order to derive a numerical value related to recent activity, the upload time of the most recent post uploaded by the matching influencer, and The number of views of the recent post can be derived, and the period in which the number of views of the recent post is expected to reach the average number of views can be calculated based on the average number of views, the upload time of the recent post, and the number of views of the recent post And based on the above period, it is possible to derive a numerical value related to the recent activity. That is, when the period is short, it is determined that the recent activity is high, and a high value can be derived. .

The operation according to the embodiment of the present specification may be implemented as a computer-readable program or code on a computer-readable recording medium. The computer-readable recording medium includes all types of recording devices in which data readable by a computer system is stored. In addition, the computer-readable recording medium may be distributed in a network-connected computer system to store and execute computer-readable programs or codes in a distributed manner.

When the embodiment is implemented in software, the above-described technique may be implemented as a module (process, function, etc.) that performs the above-described function. A module may be stored in a memory and executed by a processor. The memory may be internal or external to the processor, and may be coupled to the processor by various well-known means.

In addition, the computer-readable recording medium may include a hardware device specially configured to store and execute program instructions, such as ROM, RAM, and flash memory. The program instructions may include not only machine language codes such as those generated by a compiler, but also high-level language codes that can be executed by a computer using an interpreter or the like.

Although some aspects of the invention have been described in the context of an apparatus, it may also represent a description according to a corresponding method, wherein a block or apparatus corresponds to a method step or feature of a method step. Similarly, aspects described in the context of a method may also represent a corresponding block or item or a corresponding device feature. Some or all of the method steps may be performed by (or using) a hardware device such as, for example, a microprocessor, a programmable computer, or an electronic circuit. In some embodiments, one or more of the most important method steps may be performed by such an apparatus.

In embodiments, a programmable logic device (eg, a field programmable gate array) may be used to perform some or all of the functions of the methods described herein. In embodiments, the field programmable gate array may operate in conjunction with a microprocessor to perform one of the methods described herein. In general, the methods are preferably performed by some hardware device.

Although the above has been described with reference to preferred embodiments of the present invention, those skilled in the art can variously modify and change the present invention within the scope without departing from the spirit and scope of the present invention as set forth in the claims below. You will understand that it can be done.

Claims (4)

In the influencer judgment and recommendation method for a marketing demand company performed by at least one server,
obtaining information about a plurality of influencers;
calculating a numerical value for each item preset for each of the plurality of influencers based on information about the plurality of influencers;
determining a plurality of true influencers from among the plurality of influencers based on a numerical value for each of the preset items;
acquiring influencer matching request information including information about the demanding company, product information, and contract request information from the demanding company terminal; and
determining at least one matching influencer among the plurality of true influencers based on the influencer matching request information,
The preset items include an advertisement efficiency item, a number of likes item, a number of follow items item, a fake follow rate item, a follower configuration item, and a recent activity item,
The contract request information includes available budget range information, contract period information, and information about a desired SNS channel among a plurality of SNS channels,
The product information includes information about a category in which a product is included among a plurality of categories,
Further comprising the step of providing information about the at least one matching influencer to the consumer company terminal,
The information on the matching influencer includes information on the ratio of avid fans of the matching influencer and information on the post response rate,
The enthusiast ratio information is derived based on the total number of followers of the matching influencer and the number of feedbacks of followers for each post of the matching influencer,
The post response rate information is derived based on the number of views per post of the matching influencer and the number of feedback per post of the matching influencer,
The numerical value for the advertisement efficiency item is derived based on the amount of change in sales related to the previous advertisement product and the advertisement fee for the previous advertisement product, which the matching influencer conducted,
The numerical value for the fake follow ratio item is derived based on the number of followers without feedback on the posts of the matching influencers for a preset period among the total number of followers of the matching influencers,
The constituent items of the follower are derived based on the number of first accounts determined to be other influencers among the followers of the matching influencer and the number of second accounts for corporate advertisement,
The first account determined as the other influencer is determined based on the total number of followers of the first account,
The second account for the advertisement of the company is determined based on the ID information of the second account and the posting of the second account,
The recent activity item is a period in which the number of views of the recent post is expected to reach the average number of views of a plurality of posts of the matching influencer based on the upload time of the recent post of the matching influencer and the number of views of the recent post is derived based on, and the recent activity item is derived higher as the expected period is shorter, influencer determination and recommendation method. delete delete delete

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