KR102506744B1 - Method for determining true influencer among a plurality of influencers - Google Patents

Abstract

One embodiment of the present invention relates to a method for determining a true influencer among a plurality of influencers, which includes a step of determining a plurality of true influencers among the plurality of influencers based on figures for each of the preset items. According to one embodiment of the present invention, it is possible to determine whether an influencer is a true influencer with influential power based on various information of the influencer, and to match the influencer based on reliability to a demand company.

Description

How to determine a true influencer among multiple influencers {METHOD FOR DETERMINING TRUE INFLUENCER AMONG A PLURALITY OF INFLUENCERS}

The present invention relates to a method for determining a true influencer among a plurality of influencers.

Viral marketing is a new marketing phenomenon that spreads rapidly like a virus to consumers who are networked like a spider's web through social media. Viral marketing is content that consumers find themselves and voluntarily spread to friends and acquaintances. Recently, in accordance with the purchasing propensity of users who follow influential influencers on social media platforms, vendors request advertisement setting registration on social media platforms, and influencers post posts related to the product. In other words, viral marketing, in which users view posts and visit vendors to purchase them, is on the rise. However, e-commerce through existing viral marketing has problems in that it is difficult for sellers to access or commission influential social media platforms, and there is a problem of poor advertising efficiency because storytelling cannot be properly conveyed to users.

An object of the present invention to solve the above problems is to provide a method for determining and recommending an influencer for marketing demand companies.

Another object of the present invention to solve the above problems is to provide an influencer judgment and recommendation device for marketing demand companies.

In order to achieve the above object, an influencer determination and recommendation method for a marketing demand company according to an embodiment of the present invention includes acquiring information about a plurality of influencers, Calculating a numerical value for each of preset items for each of the plurality of influencers based on the information, and selecting a plurality of true influencers among the plurality of influencers based on the numerical value for each of the preset items. Step of determining, step of obtaining influencer matching request information including information of the consumer company, product information, and contract request information from a consumer company terminal, and the plurality of true influencers based on the influencer matching request information Determining at least one matching influencer among the preset items includes an advertising efficiency item, a number of likes item, a number of followers item, a fake follow rate item, a follower composition 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, and the product information includes information about a category in which a product is included among a plurality of categories. can do.

Here, the step of providing information about the at least one matching influencer to the terminal of the consumer company, wherein the information about the matching influencer includes ratio information and post reaction rate information of the enthusiastic influencer of the matching influencer. can include

Here, the enthusiastic fan ratio information is derived based on the total number of followers of the matching influencer and the number of followers' feedback for each post of the matching influencer, and the post response rate information is the number of hits per post of the matching influencer. And it can be derived based on the number of feedbacks for each post of the matching influencer.

Here, the numerical value for the advertising efficiency item is derived based on the amount of change in sales for the previous advertising product conducted by the matching influencer and the advertising fee for the previous advertising product, and the numerical value for the fake follow rate item is It is derived based on the number of followers who have not given feedback on the posts of the matching influencer during a pre-set period among the total number of followers of the matching influencer, and the composition of the followers is determined by 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 advertising of the company, and the first accounts determined as other influencers are based on the total number of followers of the first account and the second account for advertisement of the company may be determined based on the ID information of the second account and the posts of the second account.

In order to achieve the above object, an influencer determination and recommendation device for marketing demand companies according to another embodiment of the present specification includes a processor and a memory for storing at least one command executed by the processor. wherein the at least one command includes a command for acquiring 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 the numerical value for each item, a command to determine a plurality of true influencers among the plurality of influencers based on the numerical value for each of the preset items, information of the consumer company, product information, and contract request from the terminal of the consumer company. Including instructions for acquiring influencer matching request information including information and instructions 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 advertising efficiency item, a number of likes item, a number of followers item, a false follow rate item, a follower composition item, and a recent activity item, and the contract desired information includes available budget range information, contract period information, and a plurality of SNSs Among the channels, information about a desired SNS channel may be included, and the product information may include information about a category including a product 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 an enthusiastic fan of the matching influencer. Rate information and post response rate information may be included.

Here, the enthusiastic fan ratio information is derived based on the total number of followers of the matching influencer and the number of followers' feedback for each post of the matching influencer, and the post response rate information is the number of hits per post of the matching influencer. And it can be derived based on the number of feedbacks for each post of the matching influencer.

Here, the numerical value for the advertising efficiency item is derived based on the amount of change in sales for the previous advertising product conducted by the matching influencer and the advertising fee for the previous advertising product, and the numerical value for the fake follow rate item is It is derived based on the number of followers who have not given feedback on the posts of the matching influencer during a pre-set period among the total number of followers of the matching influencer, and the composition of the followers is determined by 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 advertising of the company, and the first accounts determined as other influencers are based on the total number of followers of the first account and the second account for advertisement of the company may be determined based on the ID information of the second account and the posts of the second account.

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

According to an embodiment of the present invention, a consumer company can help a consumer company select an influencer by providing a variety of information about an influencer's advertisement efficiency, fake follow rate, follower composition, and recent activity to the consumer company.

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

Since the present invention can make various changes and have various embodiments, specific embodiments will be 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. Like reference numerals have been used for like elements throughout the description of each figure.

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

It is understood that when an element is referred to as being "connected" or "connected" to another element, it may be directly connected or connected to the other element, but other elements may exist in the middle. It should be. On the other hand, when an element is referred to as “directly connected” or “directly connected” to another element, it should be understood that no other element exists in the middle.

Terms used in this application are only used to describe specific embodiments, and are not intended to limit the present invention. Singular expressions include plural expressions unless the context clearly dictates otherwise. In this application, the terms "include" or "have" are intended to designate that there is a feature, number, step, operation, component, part, or combination thereof described in the specification, but one or more other features It should be understood that the presence or addition of numbers, steps, operations, components, parts, or combinations thereof is not precluded.

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 the present invention belongs. Terms such as those defined in commonly used dictionaries should be interpreted as having a meaning consistent with the meaning in the context of the related art, and unless explicitly defined in the present application, they should not be interpreted in an ideal or excessively formal meaning. don't

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

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

Referring to FIG. 1 , an influencer determination and recommendation device 100 for marketing demand companies may include at least one processor 110 and a memory 120 . Here, the at least one processor 110 refers to 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 include 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 may be a flash-memory. , a hard disk drive (HDD), a solid state drive (SSD), or various memory cards (eg, a micro SD card).

In addition, the device 100 for judging and recommending an influencer for a company requiring marketing may include a transceiver 130 that performs communication through a wireless network. In addition, the divided ownership management device 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 component included in the divided ownership management device 100 for a picture is connected by a bus 170 to communicate with each other.

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

Referring to FIG. 2, the method for judging and recommending an influencer for marketing demand companies according to an embodiment of the present invention is a computing device that has a storage space such as a PC (Personal Computer), can be connected to the Internet, and is not easily portable. It may be performed in or in a portable terminal such as a smart phone. At this time, the influencer judgment and recommendation method for the marketing demand company is an application implemented with the influencer judgment and recommendation method for the marketing demand company downloaded from the App store and installed in the portable terminal. can be executed afterwards.

In addition, the above method for judging and recommending influencers for marketing demand companies 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 portable terminal can connect to a server connected to the Internet, the method of determining and recommending an influencer for a marketing demand company can also be executed in the server according to the request of the computing device or portable terminal.

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

The system according to an embodiment may include a consumer company terminal 210, an influencer determination and recommendation server 220 (hereinafter referred to as 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 device for marketing demand companies” illustrated in FIG. 1, but may not be limited thereto. The consumer company terminal 210 may represent a terminal of a company that wishes to request an advertisement for a specific product from an influencer.

The influencer device 230 and the consumer company device 210 are smart phones, tablet PCs, PCs, smart TVs, mobile phones, personal digital assistants (PDAs), laptops, media players, micro servers, and global positioning system (GPS) devices. , e-book readers, digital broadcast terminals, navigation devices, kiosks, MP3 players, digital cameras, home appliances, camera-equipped devices, and other mobile or non-mobile computing devices, but are not limited thereto. In addition, the influencer terminal 230 and the consumer company terminal 210 may be wearable devices having communication functions and data processing functions. 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 accessed through a network. In this case, the influencer terminal 230 and the consumer company terminal 210 may install applications using files provided from the server 220 .

In addition, the influencer terminal 230 and the consumer company terminal 210 access the server 220 under the control of an operating system (OS) and at least one program (for example, a browser or an installed application), (220) can be provided with the service or content provided.

As another example, the server 220 may establish a communication session for data transmission and reception, and route data transmission and 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, the network may include 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 any of these It is a comprehensive data communication network that includes mutual combinations and allows each network constituent entity to communicate smoothly with each other, and may include wired Internet, wireless Internet, and mobile wireless communication network. In addition, wireless communication, for example, wireless LAN (Wi-Fi), Bluetooth, Bluetooth low energy (Bluetooth low energy), Zigbee, WFD (Wi-Fi Direct), UWB (ultra wideband), infrared communication (IrDA, infrared Data Association), NFC (Near Field Communication), etc. may be present, but are not limited thereto.

Hereinafter, a description will be made based on the consumer company terminal 210 provided with a method for determining and recommending an influencer for a marketing consumer company according to an embodiment.

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

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

For example, an embodiment may provide the consumer company terminal 210 with a first screen for selecting the above information, and select a product category selection area, an SNS channel selection area, an available budget range selection area, and a contract period selection area. An area and a sales type selection area may be sequentially included on the first screen from above.

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

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

Referring to FIG. 4, in one embodiment, information on a plurality of influencers may be obtained first, and based on the information on the plurality of influencers and the influencer matching request information, the influencer may be influenced by the consumer company. Information about the influencer can be provided by matching the influencer.

Matching between influencers and consuming companies can be performed based on the influencer's past history information. For example, consuming companies with influencers who have previously advertised products included in the selected product category. can also be matched to In addition, it can be filtered primarily by influencers active on the SNS channel selected by the consuming company, after which it is determined whether there is a history of previously advertising products included in the product category and the advertising cost corresponding to the previously advertised products. Influencers may be matched by secondary filtering based on whether is included in the available budget range.

Here, one embodiment may go through a process of selecting true influencers with some ripple effect among a plurality of influencers as a preceding task, and among the selected true influencers suitable for the influencer matching request information. Influencers can also be determined as matching influencers.

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, After calculating the influencer index based on this, only influencers whose influencer index is higher than the critical index can be determined as true influencers.

Here, the preset items may include at least one of an advertising efficiency item, a number of likes item, a follower number item, a false follow rate item, a follower composition item, and a recent activity item.

For example, the numerical value of the advertising efficiency item may be derived based on the amount of change in sales for the previous advertising product and the advertising fee for the previous advertising product conducted by the influencer. For example, the value for the false follow rate item may be derived based on the number of followers who have not given feedback on the posts of the matching influencer during a preset period among the total number of followers of the matching influencer. 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 advertisements of the company. 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 advertising of the company is based on the ID information of the second account and the posts of the second account. can be determined by Or, for example, an embodiment derives the average number of views of a plurality of posts of the matching influencer, derives the upload time of the latest post uploaded by the matching influencer and the number of views of the latest post, After calculating the period during which the number of views of the recent posts is expected to reach the average number of views based on the average number of views, the upload time of the latest posts, and the number of views of the recent posts, a numerical value related to recent activity based on the period can also be derived. However, the above numerical value may be derived through other methods, but is not limited thereto.

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

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

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

Detailed information about the matching influencer may include at least one of name information, number of followers information, female follower information, enthusiastic fan ratio information, and post response rate information. For example, the enthusiastic fan ratio information can be derived based on the total number of followers of the matching influencer and the number of followers' feedback for each post of the matching influencer, and the post reaction rate information is the number of views and It can also be derived based on the number of feedbacks for each post of matching influencers. However, the ratio of enthusiastic fans or post response rates may be derived through methods other than those described above, but is not limited thereto.

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

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

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

Thereafter, according to an embodiment, a plurality of true influencers among the plurality of influencers may be determined based on the numerical values for each of the preset items (S630).

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

In addition, although not shown in FIG. 6, an embodiment may provide information about the at least one matching influencer to the terminal of the consumer company. At this time, the information about the matching influencer may include information on the percentage of enthusiastic fans and information on the response rate of postings of the matching influencer.

For example, the enthusiastic fan ratio information may be derived based on the total number of followers of the matching influencer and the number of followers' feedback for each post of the matching influencer, and the post reaction rate information may be derived based on the number of followers of 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 one embodiment, the numerical value for the advertising efficiency item may be derived based on the amount of change in sales for the previous advertising product conducted by the matching influencer and the advertising fee for the previous advertising product, and the fake The numerical value for the follow rate item may be derived based on the number of followers who have not given feedback on the posts of the matching influencer for a preset period of time among the total number of followers of the matching influencer, and the follower configuration items 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 advertisements of the company. 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 advertisement of the company is the ID information of the second account and the second account. It can be determined based on the posts in the account.

In addition, in one embodiment, the average number of views of a plurality of posts of the matching influencer may be derived in order to derive a figure related to recent activity, and the upload time of the latest post uploaded by the matching influencer and The number of views of the recent post may be derived, and a period during which the number of views of the recent post is expected to reach the average number of views may 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 period, a numerical value related to recent activity can be derived. That is, when the period is short, it is determined that the recent activity is high and the recent activity value can be derived high, and when the period is long, the recent activity is determined to be low and the recent activity value can be derived low. .

Operations according to the embodiments of the present specification can be implemented as computer-readable programs or codes on a computer-readable recording medium. A computer-readable recording medium includes all types of recording devices in which data that can be read by a computer system is stored. In addition, computer-readable recording media may be distributed to computer systems connected through a network to store and execute computer-readable programs or codes in a distributed manner.

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

In addition, the computer-readable recording medium may include hardware devices specially configured to store and execute program instructions, such as ROM, RAM, and flash memory. The program command may include high-level language codes that can be executed by a computer using an interpreter or the like as well as machine code generated by a compiler.

Although some aspects of the present invention have been described in the context of an apparatus, it may also represent a description according to a corresponding method, where 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 be represented by a corresponding block or item or a corresponding feature of a device. Some or all of the method steps may be performed by (or using) a hardware device such as, for example, a microprocessor, programmable computer, or electronic circuitry. 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, a field programmable gate array may operate in conjunction with a microprocessor to perform one of the methods described herein. Generally, 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 will variously modify and change the present invention within the scope not departing from the spirit and scope of the present invention described in the claims below. You will understand that it can be done.

Claims (1)

A method for determining a true influencer among a plurality of influencers performed by at least one server,
Obtaining information about a plurality of influencers;
Calculating numerical values for each of preset items for each of the plurality of influencers based on the information about the plurality of influencers; and
Determining a plurality of true influencers among the plurality of influencers based on the numerical value of each of the preset items;
The preset items include an advertising efficiency item, a number of likes item, a number of followers item, a false follow rate item, a follower composition item, and a recent activity item,
The information about the first influencer among the plurality of influencers includes the first influencer's enthusiastic fan ratio information and post response rate information,
The enthusiastic fan ratio information is derived based on the total number of followers of the first influencer and the number of feedbacks from followers for each post of the first influencer,
The post response rate information is derived based on the number of views for each post of the first influencer and the number of feedbacks for each post of the first influencer,
The numerical value of the advertising efficiency item for the first influencer is derived based on the amount of change in sales for the previous advertising product conducted by the first influencer and the advertising fee for the previous advertising product,
The number related to the fake follow rate item for the first influencer is based on the number of followers who do not have feedback on the posts of the first influencer for a preset period of time among the total number of followers of the first influencer. is derived as,
The composition of the followers for the first influencer is derived based on the number of first accounts determined to be other influencers among the followers of the first influencer and the number of second accounts for company advertisements. And, the first account determined as the other influencer is determined based on the total number of followers of the first account, and the second account for the company's advertisement is the ID information of the second account and the second account is determined based on the post of
The recent activity item for the first influencer is based on the upload time of the latest post of the first influencer and the number of views of the recent post, and the number of hits of the recent post is a plurality of posts of the first influencer. It is derived based on the period expected to reach the average number of hits, and the recent activity item is derived higher as the expected period is shorter.
How to determine a true influencer among multiple influencers.

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