KR20120137542A - Marketing service method and apparatus using sns - Google Patents

Marketing service method and apparatus using sns Download PDF

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Publication number
KR20120137542A
KR20120137542A KR1020110033494A KR20110033494A KR20120137542A KR 20120137542 A KR20120137542 A KR 20120137542A KR 1020110033494 A KR1020110033494 A KR 1020110033494A KR 20110033494 A KR20110033494 A KR 20110033494A KR 20120137542 A KR20120137542 A KR 20120137542A
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South Korea
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sns
marketing
information
user
marketing information
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KR1020110033494A
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Korean (ko)
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KR101302507B1 (en
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백석철
손재의
이상봉
강석원
김중항
노형
전상현
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에스케이씨앤씨 주식회사
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    • GPHYSICS
    • G06COMPUTING; CALCULATING; COUNTING
    • G06QDATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce, e.g. shopping or e-commerce
    • G06Q30/02Marketing, e.g. market research and analysis, surveying, promotions, advertising, buyer profiling, customer management or rewards; Price estimation or determination
    • GPHYSICS
    • G06COMPUTING; CALCULATING; COUNTING
    • G06QDATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q50/00Systems or methods specially adapted for specific business sectors, e.g. utilities or tourism
    • G06Q50/01Social networking

Abstract

The present invention relates to a marketing service method and apparatus using a social network service (SNS), which collects relationship information between SNS users and SNS data generated by a plurality of SNS users, and is collected through the data collection unit. After analyzing the relationship information and the SNS data, the influence index or the field of interest of each SNS user is extracted, and the marketing information is transmitted to the influential SNS users in the corresponding field based on the influence index or the field of interest of the SNS user. Providing or by selecting one or more marketing information corresponding to the field of interest to match the corresponding SNS user, it is possible to maximize the spread of marketing information through the network of the SNS user.

Description

Marketing service method and apparatus using SNS {Marketing service Method and apparatus using SNS}

The present invention relates to a marketing service method and apparatus using SNS that can increase the marketing effect by maximizing the spread of marketing information through the network of SNS users in executing marketing through a social network service (SNS). will be.

As the network technology represented by the Internet develops, online services are provided in various fields such as culture, shopping, entertainment, and marketing.

Among them, online marketing started as a form of unilaterally delivering information of a company or a product to a user through a homepage. Recently, as the use of SNS increases, various marketing using SNS has been attempted.

SNS is a service that enables to connect and communicate with unspecified people online, and its use is rapidly increasing according to the emergence of high-performance terminal devices such as smartphones and the construction of inexpensive networks such as Wi-Fi networks. It is a trend.

In particular, SNS is a one-to-one relationship between each SNS user and information exchange between SNS users. The SNS users with similar interests are likely to form a community by forming mutual relationships. There is a high tendency to trust information shared between users.

In integrating marketing into such SNS, it is expected that a maximum marketing effect can be obtained by matching and providing marketing information of interest and proliferation possibility for each SNS user or a plurality of SNS user groups.

Accordingly, in the present invention, in executing online marketing through SNS, by extracting the influence and interest of each field of the SNS user, and performing the marketing based on this, SNS that can maximize the spread of marketing information between SNS users to increase the marketing effect To provide a marketing service method and apparatus using the.

The present invention is a means for solving the above problems, by analyzing the relationship information of the plurality of SNS users and the SNS data generated by the plurality of SNS users, indicating the influence of the SNS user on the sharing and spread of information in each field Calculating an influence index for each field of the SNS user; Registering marketing information according to a request of a service requester; Comparing the calculated influence index of each SNS user to extract one or more influential SNS users in a field corresponding to the registered marketing information; And it provides a marketing service method using the SNS comprising the step of providing the marketing information to the extracted one or more SNS users.

In addition, the present invention as another means for solving the above problems, the step of analyzing the relationship information of the plurality of SNS users and the SNS data generated by the plurality of SNS users, extracting the field of interest for each SNS user; Registering a plurality of marketing information according to a request of a plurality of service requesters; Selecting one or more marketing information belonging to a field of interest of each SNS user from among a plurality of registered marketing information and providing the same to each SNS user; Analyzing the SNS data including the marketing information and calculating an influence on the spread of the marketing information for the SNS user who participated in the spread of the marketing information; And providing an incentive for the spread of marketing information, according to the calculated influence, to the SNS user who participated in the spread of the marketing information.

In the marketing service method using the SNS of the present invention, a plurality of pre-registered marketing information is classified by keyword, and a plurality of marketing information classified by the corresponding keyword is selected and provided to the SNS user according to the keyword search of the SNS user. It may further comprise the step.

In the marketing service method using the SNS of the present invention, the SNS data including the marketing information is analyzed from the relationship information of the plurality of SNS users and the SNS data generated by the plurality of SNS users, and the analysis indicates the performance of the marketing using the SNS. Deriving information; And providing the analysis information to a corresponding service requester.

The marketing service method using the SNS of the present invention may further include generating marketing strategy information for the SNS user and providing the service requester to the service requester based on the derived analysis information.

In the marketing service method using the SNS of the present invention, the deriving of the analysis information may include analyzing the morphemes of the characters included in the SNS data to remove the SNS data including keywords having low relevance to the marketing information. A filtering step, a statistical step of extracting statistics on SNS data matching the marketing information for each period, and an information flow social network in which the marketing information is shared and spread among social networks according to the relationship between the plurality of SNS users. Steps, based on the information flow social network, the group of the plurality of SNS user group to share and spread the marketing information is extracted to one or more community groups, based on the information flow social network, the flow of the marketing information By analyzing the influence of SNS users In the step of extracting the number it may further include one or more.

In the marketing service method using the SNS of the present invention, extracting the influence index of the SNS user, the number of other users each SNS user has a relationship through the SNS, the number of posts through the SNS of the SNS user, Calculating a basic index including one or more of the number of responses of other users to posts of the SNS user; And calculating application indicators by combining relationship information between the basic indicators and the SNS user, and extracting the influence index of the SNS user based on the basic indicators and the application indicators.

In addition, the present invention is another means for solving the above problems, the first user interface for receiving and registering the marketing information to be spread through the SNS from the service requester; A data collector configured to collect relationship information between SNS users and SNS data generated by a plurality of SNS users; A social network analysis unit for analyzing the relationship information and the SNS data collected through the data collection unit, and extracting an influence index or a field of interest of each SNS user representing the influence of the SNS user on the sharing and spreading of information in each field; And providing the marketing information to an influential SNS user in the corresponding field, or selecting one or more marketing information corresponding to the interested area based on the SNS user's field of influence index or interest field calculated by the social network analyzer. It provides a marketing service device using the SNS comprising a second user interface provided to the SNS user.

In the marketing service apparatus using the SNS of the present invention, the second user interface unit extracts one or more marketing information matching the searched keyword from the plurality of marketing information according to the keyword search request of the SNS user to the SNS user. Can provide.

In the marketing service apparatus using the SNS of the present invention, the social network analyzer analyzes the SNS data including the marketing information among the SNS data collected by the data collector after providing the marketing information to the SNS user. Analysis information indicating marketing performance according to the spread of marketing information may be extracted, and the analysis information may be provided to a service requester through the first user interface.

In the marketing service apparatus using the SNS of the present invention, the social network analysis unit further generates marketing strategy information to the SNS user based on the extracted analysis information, and the first user interface unit sends the marketing strategy information to the service requester. Can provide.

In the marketing service device using the SNS of the present invention, the analysis information, the degree of spread of marketing information on the social network, the number of times of access to the marketing information of the SNS user, the community group in which the communication related to the marketing information is active, It may include one or more of the behavioral patterns, propensity, and influence information of the SNS user, the community group, and the SNS user having influence in spreading marketing information.

In the marketing service device using the SNS of the present invention, the social network analysis unit provides marketing information to the SNS user, and analyzes the SNS data including marketing information from the SNS data collected by the data collection unit, the marketing The influence on the spread of the marketing information can be extracted for each SNS user who participated in the spread of the information.

In the marketing service apparatus using the SNS of the present invention, the second user interface unit may provide the SNS user with an influence of the SNS user who participated in the spread of the marketing information and an incentive set according to the influence.

The marketing service apparatus using the SNS of the present invention includes a targeting processor that selects one or more SNS users that are influential in a field corresponding to the marketing information by comparing an influence index of each SNS user analyzed by the social network analyzer. It may further include.

The marketing service apparatus using the SNS of the present invention may further include a keyword auction unit for determining an exposure ranking through auction when providing one or more marketing information to the SNS user.

The marketing service apparatus using the SNS of the present invention generates a shortened URL for the web content related to the marketing information and provides the shortened URL to the SNS user who wants to share the corresponding web content, and the SNS user receives the corresponding web through the shortened URL. The apparatus may further include a shortened URL providing unit supporting access to content, and the shortened URL providing unit may check the number of times of access to the web content through the generated shortened URL and provide the shortened URL to the social network analyzer.

In the marketing service device using the SNS of the present invention, the social network analysis unit analyzes the morphemes of the characters included in the collected SNS data, and removes the SNS data including keywords having low relevance to the marketing information, or for each period. Extracts statistics on SNS data matching the marketing information, extracts an information flow social network where sharing and spreading of the marketing information is performed, or extracts the information flow social network from a social network composed of a plurality of SNS users. Based on, the plurality of SNS user groups that share and spread the marketing information is grouped and extracted into one or more community groups, or based on the information flow social network, by analyzing the flow of marketing information between SNS users, SNS users Extract their influence index Can.

In the marketing service device using the SNS, the social network analysis unit, the number of other users each SNS user has a relationship through the SNS, the number of posts through the SNS of the SNS user, the other user to the post of the SNS user Calculating a basic index including one or more of the number of reactions of the user, a combination of relationship information between the basic index and the SNS user, and calculating an application index, and extracting an influence index of the SNS user from the basic index and the application index; have.

According to the present invention, in performing online marketing based on connections made between a plurality of SNS users, by analyzing the influence and interests of each SNS user's sectors, and by providing the marketing information with a high probability of spreading to SNS users, There is an excellent effect that can maximize the diffusion effect of the marketing information through the network of the corresponding SNS user.

In particular, by providing incentives according to the degree of spread of the marketing information made through their own network to the SNS users who share the marketing information, there is an excellent effect that can induce voluntary participation of the SNS users.

In addition, the present invention may provide objective data on the marketing result to the service requester requesting the marketing service by analyzing the result of spreading the marketing information made through the network of the SNS user.

1 is a block diagram schematically illustrating a marketing service system using SNS according to the present invention.
2 is a block diagram showing the configuration of a marketing service apparatus using SNS according to the present invention.
3 is a message flow diagram illustrating a marketing service process using SNS according to an embodiment of the present invention.
4 is a message flow diagram illustrating a marketing service process using SNS according to another embodiment of the present invention.
5 and 6 are flowcharts illustrating a social network analysis process in a marketing service process using SNS according to the present invention.
7 and 8 are schematic diagrams illustrating a process of a marketing service using SNS according to an embodiment of the present invention.

Hereinafter, preferred embodiments of the present invention will be described in detail with reference to the accompanying drawings. In the following description and the accompanying drawings, detailed description of well-known functions or constructions that may obscure the subject matter of the present invention will be omitted. In addition, it should be noted that like elements are denoted by the same reference numerals as much as possible throughout the drawings.

1 is a block diagram schematically illustrating a system structure in which a marketing service using SNS is performed according to the present invention.

In FIG. 1, 100 is a marketing service device using SNS for providing a marketing service according to the present invention, 200 is an SNS device for providing a social network service, and 300 is a service requester using a marketing service according to the present invention. A first terminal device for requesting and receiving a result.

In addition, 201 to 20n indicate second terminal devices used by an SNS user to use an SNS service provided through the SNS device 200.

The marketing service device 100, the SNS device 200, and the first terminal device 300 are interconnected through a network 10 to exchange data.

The network 10 collectively refers to a wired and wireless communication network established for data transmission, and includes, for example, a wireless LAN including an All IP, a Wibro (Wireless Broadband) network, and a Wi-Fi network. ), A wired communication network, a mobile communication network, a high speed downlink packet access (HSDPA) network, and a satellite communication network.

In particular, the marketing service device 100 and the first terminal device 300 can be connected through a public network including a wired / wireless internet, and in the case of the marketing service device 100 and the SNS device 200, It may be connected through, but may be connected through a separate dedicated line, in the present invention, the network 10 can be understood as a concept that includes them all.

In addition, the SNS device 200 and the plurality of second terminal devices 201 to 20n may also be connected through the network 10. In the present invention, in order to distinguish the social network service and the marketing service according to the present invention, FIG. It is shown as

In addition, although FIG. 1 illustrates one SNS device 200 for convenience of description, there are actually a plurality of SNS devices 200 built in different SNS service providers, and the marketing service device 100 The same service may be provided to a plurality of SNS devices 200.

The SNS device 200 basically services a relationship between a plurality of SNS users and information exchange between SNS users having a relationship, and a specific service method and terms used may be implemented differently according to a service provider. Accordingly, in the present invention, the network is expressed as a 'relationship' between SNS users expressed as follow or friends, and information between SNS users such as posts, posts, tweets, retweets, comments, and mentions is mentioned. The operation of exchanging is expressed as "sharing and spreading", and the SNS user registers through the SNS service and expresses data shared and spread as SNS data. Here, the SNS data includes text, images, URL information, and SNS user information (for example, a user ID).

The marketing service device 100 collects the relationship information of the plurality of SNS users and all the SNS data generated by the plurality of SNS users from the SNS device 200, and establishes a social network based on the relationship between the SNS users. Analyze the type of information exchanged and the flow of information, and extract the influence and / or interest of each field of the SNS user. Here, the SNS user's influence index for each field is a value representing the influence of the SNS user on the spread of information related to the field. When the marketing information is received from the service requester through the first terminal device 300, the marketing information is transmitted to the SNS user who is influential in the field related to the marketing information or the SNS user who is interested in the field based on the analysis result. Providing such that the marketing information is shared and spread through the SNS user. In the present invention, marketing means all a series of acts for advertisement, promotion and sale of a product or service, and includes all advertisements, promotions, event provision, marketing research, and the like. Or information provided to a user of a product or service for advertisement, promotion, or sale of the service. For example, the marketing information may include information for advertisement and promotion of a product or service, coupons or discount coupons provided for activating the sale of the product or service, and various event information related to advertisement / promotion / sale of the product or service. It may include.

Among the SNS data generated by the plurality of SNS users, the SNS data including the marketing information is collected, the spread state of the marketing information is analyzed, and the analysis result is transmitted to the first terminal device 200 to provide a service. To the requestor. In addition, the marketing service apparatus 100 may analyze the diffusion information of the marketing information spread by each SNS user through his or her network, and may provide incentives differentially set based on the analysis result and the analysis result. Through this, SNS users can be encouraged to participate in marketing.

The SNS data collected by the marketing service device 100 includes relationship information of SNS users and SNS data generated by the SNS user through the SNS device 100.

The first terminal device 300 transmits a service request to the marketing service device 100 according to the operation of the service requester. At this time, marketing information to be spread is transmitted together. And it receives the analysis information on the spread result of the marketing information requested service from the marketing service device 100 and provides it to the service requester.

The plurality of second terminal devices 201 to 20n generate SNS data including marketing information provided from the marketing service device 100 according to the selection of the SNS user, publish the SNS data through the SNS device 200, and other SNS users. Share with.

2 is a block diagram showing the configuration of the marketing service apparatus 100 in detail. Here, the marketing service device 100 may be implemented in various ways, such as a server-based computing structure, a grid computing structure, a cloud computing structure, and the like. It is divided into functional units. Accordingly, the components of the marketing service apparatus 100 described below may be integrated into one server apparatus or may be distributedly implemented in a plurality of server apparatuses.

Referring to FIG. 2, the marketing service apparatus 100 according to an exemplary embodiment may include a first user interface 110, a data collector 120, a social network analyzer 130, and targeting. The processor 140 includes a keyword auction unit 150, a shortened URL providing unit 160, and a second user interface unit 170.

The first user interface 110 is to support service use of a service request using a marketing service according to the present invention. The first user interface unit 110 registers marketing information to be spread through SNS according to a marketing request of a service requester, and requests marketing. Provide the service requester with the analysis information analyzing the diffusion state of the marketing information according to the performance of the service. The first user interface 110 may support providing the service request and analysis information in various ways. For example, a web-based service page may be implemented to register marketing information through the service page, and provide analysis information on marketing results of each registered marketing information.

The data collector 120 collects SNS data, that is, relationship information between SNS users, and all SNS data generated and transmitted by a plurality of SNS users through the SNS device 200.

Before providing the marketing information, the social network analyzer 130 analyzes the SNS data collected by the data collector 120 to extract the influence and the interest of each SNS user. In addition, after providing the marketing information to the SNS user, the SNS data including the marketing information is extracted from the SNS data collected by the data collector 120 to analyze the spread state of the marketing information. The analysis information analyzing the diffusion state of the marketing information is provided to the service requester through the first user interface 110. The analysis information analyzing the diffusion state of the marketing information, for example, the degree of spread of the marketing information on the social network, the number of times of access to the marketing information of the SNS user, the community group in which communication related to the marketing information is active, It may include behavioral patterns, propensities, and influence indices of the SNS users, the community groups, and the SNS users having influence in spreading the marketing information.

In addition, the social network analyzer 130 may further generate marketing strategy information for an SNS user based on the analysis information and provide the same to the service requester. The marketing strategy information is established based on the analyzed behavior pattern and influence of the SNS user or community group. For example, the marketing strategy information may be used for marketing targets (SNS users), contact timings and contact methods for SNS users, and marketing. May include a preferred topic or a preferred word.

In addition, after the marketing information is spread, the social network analyzer 130 analyzes SNS data including marketing information among the collected SNS data, and spreads the corresponding marketing information for each SNS user who has spread the marketing information. And extract the influence of the SNS user and provide the same to the corresponding SNS user through the second user interface unit 170 to be described later.

The targeting processor 140 compares the influence of each SNS user analyzed by the social network analyzer 130 for each field, and thus has an influence in the field corresponding to the marketing information registered through the first user interface 110. One or more SNS users are extracted and the registered marketing information is provided to the extracted SNS users through the second user interface unit 170. In this case, the marketing information for the influential SNS user may be provided in the form of directly delivering marketing information such as a coupon or a discount coupon to the SNS user. That is, rather than providing marketing information to a plurality of unspecified SNS users, specific influential SNS users are selected to provide customized marketing information.

The keyword auction unit 160 may provide a plurality of marketing information belonging to a field of interest to the SNS user, and when there is a plurality of marketing information belonging to the same field of interest, the keyword auction unit 160 may determine an exposure rank through an auction. That is, by comparing the advertising unit price for each marketing information, the marketing information of the high unit price is preferentially exposed.

Meanwhile, the marketing information may be provided in the form of web content. In this case, the corresponding web content is shared and spread in the form of links in the SNS data of the SNS. The marketing service apparatus 100 according to the present invention may further provide a shortened URL service in order to more easily track the marketing information in the form of web content, and for this purpose, the shortened URL providing unit 160 may be included.

The shortened URL providing unit 160 generates a shortened URL for specific web content in which marketing information is posted according to a request of a service requester, and provides the shortened URL to an SNS user who wants to share the corresponding web content. In addition, the SNS user supports access to the web content through the shortened URL. In more detail, the shortened URL providing unit 160 changes the shortened URL to the original URL when the SNS user requests an access to the shortened URL so that the SNS user can access the web content. In addition, in the present invention, the shortened URL providing unit 160 may check the number of visits of the SNS user to the web content by confirming the number of times of access to the generated shortened URL. The checked number of visits to the web content may be provided to the service requester through the first user interface 110.

Finally, the second user interface unit 170 is a means for supporting an input / output interface for an SNS user participating in a marketing service, and provides the marketing information to an influential SNS user selected by the targeting processor 140, Each SNS user provides a plurality of marketing information of a field of interest, but is exposed to the SNS user in the ranking determined by the keyword auction unit 150. The SNS user can select from among a plurality of marketing information and post it on the SNS.

Also, the second user interface unit 170 selects one or more marketing information classified as input keywords among marketing information registered through the first user interface 110 based on a keyword search request of an SNS user. To the corresponding SNS users. Here, providing marketing information corresponding to an interest field or a search keyword for each SNS user, by selecting a plurality of marketing information to each SNS user through the service page, the SNS user selects the marketing information that he wants, It can be made in the form of posting on SNS. In the service page, a plurality of marketing information may be provided in the form of brief introduction and related URL. That is, the marketing service apparatus 100 introduces a plurality of marketing information corresponding to the interest field or search keyword of the SNS user to the SNS user, and sharing the marketing information through a network is made by the SNS user's selection.

In addition, the second user interface unit 170 provides the SNS user with a degree of spread of each SNS user analyzed by the social network analyzer 130 and an incentive (eg, points or miles) determined accordingly. do. The second user interface 170 may be implemented, for example, on a web basis. That is, a web-based service page is configured for each SNS user, the service page of each SNS user is provided, and the marketing information of the selected area of interest is provided, and the incentive according to the degree of spread of the marketing in which the user participates can be checked. .

3 and 4 are message flow diagrams illustrating two embodiments of a marketing service using SNS made through the marketing service apparatus 100 according to the present invention.

First, FIG. 3 shows a marketing service process for executing marketing through an influential SNS user.

Referring to FIG. 3, the marketing service device 100 collects relationship information of a plurality of SNS users and all SNS data generated by a plurality of SNS users from the SNS device 200 through the data collector 120 (S105). ). Here, since the relationship information and the SNS data are continuously generated and changed, the collection of the SNS data should be made continuously.

In addition, the marketing service apparatus 100 analyzes the collected SNS data through the social network analyzer 130 and calculates an influence index for each SNS user by field (S110). The calculation of the influence index for each field of the SNS user may include calculating a keyword for each field, analyzing the information flow of the SNS data including the calculated keyword, and extracting a keyword network, which is a user group that communicates with the corresponding keyword, In the keyword network, the influence index of each SNS user may be calculated. In particular, the influence index may be calculated based on the network of each SNS user and the degree of diffusion of one or more keywords selected for each field.

In addition, the marketing service apparatus 100 receives and registers marketing information from a service requester through the first user interface 110 (S115).

In addition, by comparing the influence index of each SNS user calculated by the social network analysis unit 130 of the marketing service device 100, extracts one or more influential SNS users in the field corresponding to the registered marketing information. In operation S125, the registered marketing information is provided to the extracted one or more SNS users.

In this case, the providing of the marketing information may, for example, provide an advertisement item such as a coupon, a discount coupon, a use right, etc. to the extracted one or more SNS users to the corresponding SNS user, and the SNS user may provide a review or information on the marketing target. It can be made in the form of posting through SNS.

The marketing information provided as described above is shared and spread through the SNS user's network by posting the SNS user through the SNS (S130).

For example, as shown in FIG. 7, a keyword network corresponding to a specific field consisting of User 1 to User 11 is derived, and among the plurality of SNS users included in the keyword network, User 5 has the highest influence index, and then When the influence index of User 8 is calculated to be high, in the present invention, the user 5 and User 8 may be selected as target marketing targets to provide specific marketing information. The marketing information provided to User 5 is spread through Network, User 1, User 3, User 4, User 5, User 6, User 8, and then User 2, User 7, User 9 through User 3 and User 8. Can spread to. Meanwhile, the marketing information delivered to User 8 is spread to User 4, User 5, User 7, and User 9 through a network. As such, in the case of providing marketing information by selecting specific influential SNS users, marketing information may be more effectively spread than when targeting an unspecified majority.

When the marketing information is spread as described above, the marketing service apparatus 100 of the present invention collects SNS data including the marketing information through the data collection unit 120 (S135).

The collected SNS data is analyzed to analyze the performance of the marketing using the SNS, thereby extracting the analysis information about the SNS data (S140). The performance analysis of the marketing may be performed by extracting a social network based on the relationship of a plurality of SNS users and extracting an information flow social network through which information of the SNS data including the marketing information is exchanged, thereby spreading the marketing information. Determine the degree, classify the information flow social network into a plurality of community groups, extract influential SNS users for each community group, and respond to the marketing information for each community group and SNS user (action patterns, dispositions, By extracting influence). In addition, when the marketing information includes a URL (shortened URL) of specific web content, the number of visits to the web content may be counted and further provided. A detailed analysis method for this will be described in more detail later with reference to FIGS. 5 and 6.

The marketing service device 100 provides the derived analysis information to the service requester through the first user interface 110 (S145). In this case, the marketing service apparatus 100 may provide analysis information through various applications or graphs, thereby allowing the service requester to more easily grasp the analysis result.

In addition, the marketing service apparatus 100 may further generate marketing strategy information for an SNS user based on the analysis information and provide the same to the service requester (S150). The marketing strategy information is established based on the analyzed behavior pattern and influence of the SNS user or community group. For example, the marketing strategy information may be used for marketing targets (SNS users), contact timings and contact methods for SNS users, and marketing. May include a preferred topic or a preferred word.

As in the above embodiment, when marketing information is delivered to an SNS user having a high influence on a marketing target, the marketing information is spread through a network of the corresponding SNS user, thereby minimizing the possibility of being recognized as spam and improving the diffusion effect. It can be maximized.

Next, FIG. 4 is a message flow diagram illustrating a marketing service process using SNS according to another embodiment of the present invention.

Referring to FIG. 4, the marketing service device 100 collects relationship information of a plurality of SNS users and all SNS data posted by a plurality of SNS users from the SNS device 200 through the data collector 120 (S205). ). Here, since the relationship information and the SNS data are continuously generated and changed, the collection of the SNS data should be made continuously.

In addition, the marketing service apparatus 100 analyzes the collected SNS data through the social network analyzer 130 and extracts an interest field of each SNS user (S110). The SNS user's field of interest extraction may include extracting SNS data posted by each SNS user or sharing with other SNS users, and analyzing distribution of keywords selected for each field in the SNS data, thereby generating keywords with high occurrence frequency. This may be done by selecting the corresponding field of interest.

In addition, the marketing service apparatus 100 receives and registers a plurality of marketing information from a plurality of service requesters through the first user interface 110 (S215).

In addition, the plurality of pre-registered marketing information of the marketing service device 100 is classified by field, and one or more marketing information belonging to a field of interest of each SNS user is selected and provided (S220). In step S220, the registered plurality of marketing information is classified by field based on a keyword, and when a SNS user requests a keyword search through the second user interface unit 170, a plurality of marketing classified by the corresponding keyword. The information may be exposed to SNS users. In another embodiment, a plurality of marketing information classified into the corresponding field based on the interest field of the SNS user extracted in the step S210 may be selected and exposed to the SNS user. In addition, in this way, a plurality of marketing information of a field of interest to the user is provided. The keyword auction unit 150 compares the priorities for each marketing information, so that the marketing information having a higher priority may be exposed to a higher rank. . At this time, the priority may be set in the order of the high advertisement price.

In this case, the marketing information may include a brief introduction to the marketing and related URL information.

The marketing information provided in this way is shared and spread through SNS users (S225). Specifically, SNS users voluntarily select marketing information that they want or that other SNS users interested in are connected to. Post. And share it with other SNS users connected to their network. SNS users who are interested in the marketing information among other SNS users share the marketing information with their own networks. As such, the marketing information is shared and spread through social networks of multiple SNS users. In addition, when URL information is included in the marketing information, the corresponding URL may be clicked, thereby making a visit to web content related to the marketing information. For example, referring to FIG. 8, when a community group consisting of User 1 to User 11 exists, User 5, User 8, and User 11 select specific marketing information, respectively, and post through SNS. The marketing information selected by 5 may be spread to User 1, User 3, User 4, User 5, User 6, and User 8, and then to User 2, User 7, and User 9 through User 3 and User 8. have. On the other hand, the marketing information selected by User 8 is spread to User 4, User 5, User 7, User 9. In addition, the marketing information selected by User 11 is spread only to User 10.

As such, since the marketing information spread through the social network of the SNS is information filtered through the network of the SNS user, the reliability and quality of the information can be guaranteed, and the sales through the marketing information may occur. This is big.

After providing the marketing information, the marketing service apparatus 100 of the present invention collects SNS data including the marketing information for analysis of marketing performance according to the spread of the marketing information (S230).

In addition, by analyzing the collected SNS data, and analyzes the performance for marketing using the SNS (S235). The performance analysis of the marketing may be performed by extracting a social network based on the relationship of a plurality of SNS users and extracting an information flow social network through which information of the SNS data including the marketing information is exchanged, thereby spreading the marketing information. Determine the degree, classify the information flow social network into a plurality of community groups, extract influential SNS users for each community group, and respond to the marketing information for each community group and SNS user (action patterns, dispositions, By extracting influence). In addition, when the marketing information includes a URL (shortened URL) of specific web content, the number of visits to the web content may be counted and further provided. In addition, for the SNS user (for example, the SNS user who posted the marketing information for the first time) participating in the spread of the marketing information, the degree of diffusion of the marketing information made from the SNS user is extracted, and based on this, the SNS user's Analyze the impact on marketing information. The detailed analysis method described above will be described in more detail with reference to FIGS. 5 and 6.

According to the influence of the SNS user who participated in the spread of the marketing information, the marketing service device 100 differentially sets incentives for the spread of the marketing information, and sets the influence and the set incentive of the SNS user to the second user interface unit 170. Provided to the SNS user through (S240). In this case, a part of the service costs paid by the service requester to the marketing service provider may be divided to prepare a cost for providing the incentive.

Referring to the example of FIG. 8, according to the degree of spread of marketing information, User 5, User 8, and User 11 may receive incentives, respectively. In this case, incentives may be differentially paid in order of User 5> User 8> User 11. Can be.

As described above, incentives are provided to SNS users who participate in the spread of marketing information, thereby inducing active and voluntary participation of SNS users. Here, the SNS user can post marketing information indiscriminately in order to receive many incentives, but in this case, the SNS user loses reputation and network on the social network, and the information is transmitted through the SNS user through such natural filtering. As this is no longer possible and the spread of coverage is reduced, incentives are not reduced or paid accordingly. Therefore, the majority of SNS users are careful to screen the marketing information in order to maintain their network and reputation, as a result, the reliability of the spread marketing information can be increased.

In addition, the marketing service apparatus 100 provides analysis information derived by analyzing the performance of the corresponding marketing information to the service requester who requested the marketing service through the first user interface 110 (S245). In this case, the marketing service apparatus 100 may map the analysis information and the influence of the SNS user through various applications or graphs, so that the service requester and the SNS user may easily understand the analysis result.

In addition, the marketing service apparatus 100 may further generate marketing strategy information for an SNS user based on the analysis information and provide the same to the service requester. The marketing strategy information is established based on the analyzed behavior pattern and influence of the SNS user or community group. For example, the marketing strategy information may be used for marketing targets (SNS users), contact timings and contact methods for SNS users, and marketing. May include a preferred topic or a preferred word.

Hereinafter, an analysis process by the social network analyzer 130 of the marketing service apparatus 100 described above will be described in detail with reference to FIGS. 5 and 6.

Referring to FIG. 5, the social network analyzer 130 of the marketing service apparatus 100 first sets an analysis target (S310). For example, in order to extract influence indexes and areas of interest of each SNS user for marketing, the analysis target may be set to one or more keywords selected for each field. In addition, when analyzing the performance of the marketing, the analysis target may be set to a keyword corresponding to the marketing information or URL information related to the corresponding advertisement or marketing information.

In addition, the social network analyzer 130 of the marketing service apparatus 100 sets an analysis range (S320). The analysis range may be set by combining one or more of a period, a language, and a region. For example, by setting the language to Korean, the scope of analysis can be limited to SNS users who use Korean. The analysis range may be set according to a request of a service requester, or may be arbitrarily performed for efficient analysis in the marketing service apparatus 100. In addition, the step S320 may be omitted in some cases.

Next, the marketing service device 100 checks a social network indicating a relationship between a plurality of SNS users connected through SNS by using relationship information between SNS users among a plurality of SNS data collected through the SNS device 200 ( S330). For example, the relationship information may include identification information (ID) of the SNS user and information of another SNS user with whom the SNS user has a relationship. The social network analyzer 120 of the marketing service device 100 configures a social network by connecting a plurality of SNS users based on the relationship information.

In addition, the social network analyzer 120 of the marketing service device 100 extracts SNS data related to the analysis target from the SNS data collected from the SNS device 200 (S340). For example, when the analysis target is set as a keyword, the SNS data including the keyword is extracted. When the analysis target is set as the URL, all the SNS data to which the URL is linked is extracted. In addition, when the analysis range is set in the step S320, the step S340 may collect SNS data within the set analysis range. For example, when Korean is set as a language, SNS data including Korean is collected.

Subsequently, the social network analysis unit 130 of the marketing service apparatus 100 analyzes the flow and distribution of the collected SNS data on the identified social network, thereby influencing the SNS user by the field, the interest field of the SNS user, and the marketing. At least one of the influence of the SNS user who participated in the spread of the information on the spread of the marketing information and the marketing performance analysis information according to the spread of the marketing information is extracted (S350). In more detail, the analysis process in step S350 may be performed as shown in FIG. 6.

That is, as shown in FIG. 6, the step S350 includes a filtering step S410, a statistical step S420, an information flow social network extraction step S430, and an influential community group selection step S450. And, one or more of the influential SNS user extraction step (S460).

In the filtering step (S410), by morphological analysis of the characters included in the collected SNS data, by removing SNS data containing meaningless keywords, that is, keywords less related to the marketing information, to increase the accuracy in the analysis results To help. The keyword filtering can be performed by applying existing keyword analysis techniques.

In the statistical step S420, statistical information is extracted based on the collected SNS data. For example, by collecting the number of matching SNS data for each period (day, week, month, year), it is possible to check the SNS user's response to the corresponding marketing information.

In the information flow social network extraction step S430, an information flow social network to which the collected SNS data is shared and spread is extracted from the social networks identified in step S330 of FIG. 3. That is, the SNS user group that shares and spreads the collected SNS data is extracted, and the spread state of the SNS data between the extracted SNS user groups is represented by an information flow social network. In this case, the spread state of the SNS data may be indicated in the direction of an arrow connecting the SNS users.

In the influential community group selection step (S450), based on the information flow social network extracted in the step (S430), one or more community groups by grouping a plurality of SNS user groups that share and spread data related to the analysis target To extract. The predetermined number of influential community groups are selected from the extracted one or more community groups based on one or more of the number of users belonging to each community group and the number of data shared and spread in relation to the analysis target. Herein, the community group refers to a group of SNS users who exchange SNS data, that is, a communication, with respect to the analysis object, and in particular, an influential community group refers to a community group in which a lot of communication related to the analysis object is performed. In extracting such a community group, by setting the size of the community group, it is possible to extract only the community group that can provide the actual valid analysis information. The above-mentioned community group extraction may be performed using various algorithms. For example, the community group may be extracted using modularity optimization. Here, Modularity Optimization is a method of extracting a node group belonging to the same community when a network is formed of nodes and links, thereby extracting a plurality of user groups having a tight interconnection from among a plurality of SNS users into the same community group. Done. Finally, in the step of extracting the influential SNS user (S460), the spread direction of the SNS data is analyzed from the extracted information flow social network or the community group, and at least one influential SNS user is extracted in relation to the analysis target. do. To this end, in step S460, at least one of the number of other users each SNS user has a relationship through the SNS, the number of posts through the SNS of the SNS user, the number of responses of other users to the posts of the SNS user It is possible to calculate the base index to include. In addition, the application indicator generated by combining the relationship information between the basic indicator and the SNS user can be calculated. The application index may be obtained using, for example, a K-shell Index, a PageRank, an Influency-Passivity Algorithm, and the size of a relationship network in which each SNS user is associated with another user, and actual communication is performed on the relationship. It can be calculated by complex analysis of the size of the communication network. In step S460, the influential SNS user is extracted by comparing the calculated basic indicators and the application indicators.

 The K-shell index indicates the value when a node with high interconnectivity is found in the network through the K-shell decomposition method. The larger the k-shell index is, the more important the node for information transmission in the network. PageRank is a method of assigning a score to a node in consideration of cross-reference information of each node of a network. The higher the score, the more likely it is to be an important node. The Influnce-Passivity algorithm distinguishes between influent and receiving parties, and applies the interaction between them to find the influence and passiveness of each node (indicative of how sensitive it is to that influence). Therefore, in step S460, various application indicators for each SNS user can be calculated by applying the above-described algorithm and various analysis techniques using each SNS user as a node. In addition, the influential community group selection step (S450) and the influential SNS user extraction step (S460) may be executed in predetermined period units (for example, daily, weekly, monthly, yearly), and in particular, for each period By assigning different weights to each other, more accurate screening can be achieved. For example, because people's interests may continue to change, with respect to a particular analyte, the exchange of interests may change as interests change while the information of interest is reduced. Thus, by giving higher weight to recently generated SNS data, it is possible to more accurately analyze the influence of community groups and SNS users.

When the social network analysis related to the analysis target is completed through the above steps S410 to S460, the social network analysis service apparatus 100 provides the extracted analysis information to the service requester through the user interface 110. (S360). In this case, the provided analysis information includes one or more of the extracted influential community groups and behavioral patterns, propensities, and influences of SNS users.

The marketing service method using SNS according to the present invention may be implemented in software form readable through various computer means and recorded on a computer readable recording medium. Here, the recording medium may include program commands, data files, data structures, and the like, alone or in combination. Program instructions recorded on the recording medium may be those specially designed and constructed for the present invention, or they may be of the kind well-known and available to those having skill in the computer software arts. For example, the recording medium may be magnetic media such as hard disks, floppy disks and magnetic tapes, optical disks such as Compact Disk Read Only Memory (CD-ROM), digital video disks (DVD), Magnetic-Optical Media, such as floppy disks, and hardware devices specially configured to store and execute program instructions, such as ROM, random access memory (RAM), flash memory, and the like. do. Examples of program instructions may include machine language code such as those generated by a compiler, as well as high-level language code that may be executed by a computer using an interpreter or the like. Such a hardware device may be configured to operate as one or more software modules to perform the operations of the present invention, and vice versa.

While the present invention has been described in connection with what is presently considered to be practical exemplary embodiments, it is to be understood that the invention is not limited to the disclosed embodiments, but, on the contrary, It will be apparent to those skilled in the art. In addition, although specific terms are used in the specification and the drawings, they are only used in a general sense to easily explain the technical contents of the present invention and to help the understanding of the present invention, and are not intended to limit the scope of the present invention.

According to the present invention, in performing marketing based on a network established between a plurality of SNS users, the SNS user analyzes an influential field or interest field, and provides the SNS user with marketing information matching the corresponding field, There is an excellent effect that can maximize the diffusion effect of the marketing information through the network of SNS users.

In particular, by providing incentives to SNS users who share the marketing information according to the degree of spread of the marketing information made through their network, there is an excellent effect that can induce voluntary participation of SNS users.

In addition, the present invention may provide objective data on the marketing result to the service requester requesting the marketing service by analyzing the result of spreading the marketing information made through the network of the SNS user.

100: marketing service device 110: first user interface unit
120: data collection unit 130: social network analysis unit
140: targeting processor 150: keyword auction unit
160: shortened URL providing unit 170: second user interface unit
200: SNS (Social Network Service) device 201-20n: second terminal device
300: first terminal device

Claims (28)

  1. Analyzing the relationship information of a plurality of Social Network Service users and the SNS data generated by the plurality of SNS users, the influence index of each SNS user representing the influence of the SNS user on the sharing and spread of information in each field is analyzed. Calculating;
    Registering marketing information according to a request of a service requester;
    Comparing the calculated influence index of each SNS user to extract one or more influential SNS users in a field corresponding to the registered marketing information; And
    And providing the marketing information to the extracted one or more SNS users.
  2. Extracting interest areas for each SNS user by analyzing relationship information of the plurality of SNS users and SNS data generated by the plurality of SNS users;
    Registering a plurality of marketing information according to a request of a plurality of service requesters;
    Selecting one or more marketing information belonging to a field of interest of each SNS user from among a plurality of registered marketing information and providing the same to each SNS user;
    Analyzing the SNS data including the marketing information and calculating an influence on the spread of the marketing information for the SNS user who participated in the spread of the marketing information; And
    And providing an incentive for the spread of marketing information, according to the calculated influence, to the SNS user who participated in the spread of the marketing information.
  3. The method of claim 2,
    And classifying the plurality of registered marketing information by keywords, and selecting and providing the plurality of marketing information classified by the corresponding keyword to the SNS user according to the keyword search of the SNS user. Marketing service method using.
  4. The method according to claim 1 or 2,
    Analyzing the SNS data including the marketing information among the relationship information of the plurality of SNS users and the SNS data generated by the plurality of SNS users, and deriving analysis information indicating the performance of the marketing using the SNS; And
    Marketing service method using the SNS, characterized in that it further comprises the step of providing the analysis information to the corresponding service requester.
  5. The method according to claim 1 or 2,
    Based on the derived analysis information, the marketing service method using the SNS further comprises the step of generating marketing strategy information for the SNS user to the service requester.
  6. The method of claim 4, wherein the deriving of the analysis information comprises:
    And a filtering step of analyzing the morphemes of the characters included in the SNS data to remove SNS data including keywords having low relevance to the marketing information.
  7. The method of claim 4, wherein the deriving of the analysis information comprises:
    And a statistical step of extracting statistics on SNS data matched with the marketing information for each period.
  8. The method of claim 4, wherein the deriving of the analysis information comprises:
    And extracting an information flow social network in which the marketing information is shared and spread among social networks according to the relationship between the plurality of SNS users.
  9. The method of claim 8, wherein the deriving of the analysis information comprises:
    Based on the information flow social network, a plurality of SNS user groups that share and spread the marketing information is grouped and extracted into one or more community groups, the marketing service method using SNS.
  10. The method of claim 8, wherein the deriving of the analysis information comprises:
    And analyzing the flow of the marketing information based on the information flow social network, and extracting an influence index of an SNS user.
  11. The method of claim 10, wherein the extracting the influence index of the SNS user comprises:
    Calculating a basic index including at least one of the number of other users each SNS user has a relationship with through the SNS, the number of posts through the SNS of the SNS user, and the number of responses of the other user to the post of the SNS user; And
    Calculating application indicators by combining relationship information between the basic indicators and an SNS user;
    Marketing service method using the SNS, characterized in that for extracting the influence index of the SNS user based on the basic indicator and the application indicator.
  12. A first user interface unit for receiving and registering marketing information to be spread through SNS from a service requester;
    A data collector configured to collect relationship information between a plurality of SNS users and SNS data generated by the plurality of SNS users;
    A social network analysis unit for analyzing the relationship information and the SNS data collected through the data collection unit, and extracting an influence index or a field of interest of each SNS user representing the influence of the SNS user on the sharing and spreading of information in each field; And
    The marketing information is provided to an influential SNS user in the corresponding field based on the sectoral influence index or the interest field of the SNS user calculated by the social network analysis unit, or the one or more marketing information corresponding to the interested area is selected and selected. Marketing service device using the SNS comprising a second user interface provided to the SNS user.
  13. The method of claim 12, wherein the second user interface unit
    According to a keyword search request of an SNS user, one or more marketing information matching the searched keyword among a plurality of marketing information is extracted and provided to the SNS user marketing service device using the SNS.
  14. The method of claim 12, wherein the social network analysis unit
    After providing the marketing information to the SNS user, by analyzing the SNS data including the marketing information from the SNS data collected by the data collector, extracts the analysis information indicating the marketing performance according to the spread of the marketing information, The marketing service apparatus using the SNS, characterized in that for providing the analysis information to the service requester through a first user interface.
  15. The method of claim 12, wherein the social network analysis unit
    Based on the extracted analysis information, marketing strategy information is further generated to an SNS user, and the first user interface unit provides the marketing strategy information to a service requester.
  16. The method of claim 14, wherein the analysis information,
    The degree of spread of marketing information on social networks, the number of times of SNS user's access to marketing information, the community group in which communication related to the marketing information is active, the SNS user having influence in the spread of the marketing information, the community group and the SNS user Marketing service device using the SNS, characterized in that it comprises one or more of the behavior pattern, propensity, influence information.
  17. The method of claim 12, wherein the social network analysis unit
    After providing the marketing information to the SNS user, by analyzing the SNS data including the marketing information from the SNS data collected by the data collection unit, the influence on the spread of the marketing information for each SNS user participating in the spread of the marketing information Marketing service device using the SNS, characterized in that for extracting.
  18. The method of claim 17, wherein the second user interface unit
    And an incentive set according to the influence of the SNS user who participated in the spread of the marketing information and the incentive set according to the influence.
  19. The method of claim 12,
    Marketing by using the SNS further comprises a targeting processing unit for comparing the influence index of each SNS user analyzed from the social network analysis unit, and selecting one or more SNS users influential in the field corresponding to the marketing information Service device.
  20. The method according to claim 12 or 13,
    When providing one or more marketing information to the SNS user, the marketing service device using the SNS further comprises a keyword auction unit for determining the exposure ranking through auction.
  21. The method of claim 12,
    A shortened URL providing unit which generates a shortened URL of the web content related to the marketing information and provides the shortened URL to the SNS user who wants to share the web content and supports the SNS user accessing the web content through the shortened URL. Marketing service device using the SNS, characterized in that it further comprises.
  22. The method of claim 21, wherein the short URL providing unit
    The marketing service apparatus using SNS, characterized in that the number of access to the web content through the generated short URL is confirmed and provided to the social network analysis unit.
  23. 15. The method of claim 14, wherein the social network analysis unit
    And analyzing the morphemes of the characters included in the collected SNS data to remove SNS data including keywords having low relevance to the marketing information.
  24. 15. The method of claim 14, wherein the social network analysis unit
    The marketing service device using the SNS, characterized in that for extracting the statistical value for the SNS data matching the marketing information for each period.
  25. 15. The method of claim 14, wherein the social network analysis unit
    The social network consisting of a plurality of SNS users, the marketing service device using the SNS, characterized in that for extracting the information flow social network sharing and spreading the marketing information.
  26. The method of claim 25, wherein the social network analysis unit
    Based on the information flow social network, the marketing service device using the SNS, characterized in that the group of the plurality of SNS user sharing and spreading the marketing information is bundled and extracted as one or more community groups.
  27. The method of claim 25, wherein the social network analysis unit
    Based on the information flow social network, by analyzing the flow of marketing information between SNS users, the marketing service device using the SNS, characterized in that to extract the influence index of the SNS users.
  28. The method of claim 27, wherein the social network analysis unit
    Calculating a basic index including one or more of the number of other users each SNS user has a relationship with through the SNS, the number of posts through the SNS of the SNS user, and the number of times the other user responds to the post of the SNS user; The application indicator is calculated by combining the relationship information between the basic indicator and the SNS user, and the marketing service device using the SNS, characterized in that to extract the influence index of the SNS user from the basic indicator and the application indicator.
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WO2017191901A1 (en) * 2016-05-04 2017-11-09 주식회사 텐핑 Viral marketing service providing system for distributing advertisement costs for each marketer by analyzing behavior of content receiver, and method therefor
WO2019022280A1 (en) * 2017-07-25 2019-01-31 주식회사 아이온커뮤니케이션즈 Server for item marketing and item marketing method thereby
WO2019117331A1 (en) * 2017-12-12 2019-06-20 태그바이컴퍼니(주) Influencer social media marketing service providing system having shop distribution function and influencer marketing efficiency analysis function, method therefor, and recording medium in which program for implementing same is stored
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