KR20220072150A - Method, device and system for providing marketing platform service using influencer based on artificial intelligence - Google Patents

Abstract

According to one embodiment, in a method for providing a marketing platform service using an influencer based on artificial intelligence, performed by a device, based on campaign information received from an advertiser terminal, a product/service category, analyzing data on country/region target, age/gender target, campaign type, marketing channel, campaign provision history, and marketing budget; Analyzing data on demographic information, professional category, influence indicator, content indicator, follower indicator, campaign participation history and fraud issue verification based on the influencer information collected from the SNS server; selecting an influencer to participate in a campaign through an exclusion filter, a rank filter, a combination filter, and a recommendation filter based on the analysis result of the campaign information and the analysis result of the influencer information; and providing the marketing participation results of the selected influencers to the advertiser terminal, an artificial intelligence-based influencer marketing platform service providing method is provided.

Description

Method, device and system for providing AI-based influencer marketing platform service {METHOD, DEVICE AND SYSTEM FOR PROVIDING MARKETING PLATFORM SERVICE USING INFLUENCER BASED ON ARTIFICIAL INTELLIGENCE}

The examples below relate to a technology for providing an influencer marketing matching platform service that can effectively connect an influencer and a brand that wants marketing activities by using it as a media through an AI data-based influencer marketing platform will be.

With the development of communication technology, individuals are playing a role of simultaneously solving the conventional location and time constraints by forming a network on the Internet using Internet technology through a PC. In addition, services that allow individuals to establish relationships with others in their own virtual space on the Internet, that is, services that provide communication and share various information, have emerged. say

The representative types of social network services were blogs and cafes provided by Naver and Daum, and recently, their forms such as Twitter, Facebook, Kakao Story, and Instagram are also evolving.

These social network services merely provide basic services for establishing and maintaining relationships between users, and in marketing using social networks, conventional social marketing creates social media accounts such as Twitter or Facebook, and marketing to the created SNS accounts. It is limited to leaving a message for the person or holding an event in the account.

In addition, as a technology that provides benefits to users who leave advertisement content on their SNS account, it is only to the extent of using SNS as another advertising expression means. The marketing effect is not high and the characteristics of true SNS are not utilized. Accordingly, there is a growing demand for a technology that can effectively establish a marketing strategy for a product or service by analyzing the big data existing on the SNS and using the user's opinion on a specific product or service or the user's relational network therefrom.

On the other hand, as the number of influencers increased due to the activation of SNS and the marketing market using influencers also grew, a number of related agencies appeared. have.

In addition, there are cases where a campaign conducted without information other than the number of followers is inappropriate for the intended marketing activity purpose such as brand image, target, and campaign efficiency and effectiveness. have.

According to one embodiment, in order to improve the efficiency and effectiveness of advertisements, quantitative and visualized data that can be compared and analyzed from various viewpoints such as influencer-related information, relevance to brands, targets, and suitability for campaign purposes are required. Therefore, it aims to provide an efficient and effective influencer-utilizing advertisement marketing service through marketing data acquisition and processing analysis.

In addition, according to an embodiment, it is an object to perform an analysis to distinguish an imaginary number and a real having a marketing effect in order to increase the effect of influencer marketing.

In addition, according to an embodiment, it aims to provide a marketing solution specialized for a portal site based on big data and artificial intelligence.

In addition, according to one embodiment, the purpose is to provide a marketing solution specialized for SNS based on big data and artificial intelligence.

The object of the present invention is not limited to the object mentioned above, and other objects not mentioned will be clearly understood from the description below.

According to one embodiment, in a method for providing a marketing platform service using an influencer based on artificial intelligence, performed by a device, based on campaign information received from an advertiser terminal, a product/service category, analyzing data on country/region target, age/gender target, campaign type, marketing channel, campaign provision history, and marketing budget; Analyzing data on demographic information, professional category, influence indicator, content indicator, follower indicator, campaign participation history and fraud issue verification based on the influencer information collected from the SNS server; selecting an influencer to participate in a campaign through an exclusion filter, a rank filter, a combination filter, and a recommendation filter based on the analysis result of the campaign information and the analysis result of the influencer information; and providing the marketing participation results of the selected influencers to the advertiser terminal, an artificial intelligence-based influencer marketing platform service providing method is provided.

According to one embodiment, from the influencer's point of view, by using various processed data other than the simple number of followers, more opportunities to participate in the campaign are given to high-quality influencers with substantial influence, thereby providing a standard for setting a reasonable market value. There is an effect that can be done.

In addition, according to one embodiment, there is an effect that reasonable marketing costs can be executed by filtering over-packaged (number of followers) influencers from the advertiser's point of view and using influencers optimized for the campaign purpose for marketing.

In addition, according to one embodiment, in terms of market and industry, the influencer and advertiser by filtering low-quality influencers by solving the problem of influencer marketing, which lacks effectiveness compared to the quantitative growth of the influencer marketing market. can contribute to market revitalization that can coexist according to fair market standards.

On the other hand, effects according to the embodiments are not limited to those mentioned above, and other effects not mentioned will be clearly understood by those of ordinary skill in the art from the description below.

1 is a diagram schematically showing the configuration of a system for providing a marketing platform service using an influencer based on artificial intelligence according to an embodiment.
2 is a diagram illustrating an optimal influencer recommendation and matching process according to an embodiment.
3 is a flowchart illustrating a process of matching influencers to participate in a campaign according to an exemplary embodiment.
4 is a diagram for explaining the configuration of an apparatus for providing a marketing service using an influencer according to an embodiment.

Hereinafter, embodiments will be described in detail with reference to the accompanying drawings. However, since various changes may be made to the embodiments, the scope of the patent application is not limited or limited by these embodiments. It should be understood that all modifications, equivalents and substitutes for the embodiments are included in the scope of the rights.

Specific structural or functional descriptions of the embodiments are disclosed for purposes of illustration only, and may be changed and implemented in various forms. Accordingly, the embodiments are not limited to the specific disclosure form, and the scope of the present specification includes changes, equivalents, or substitutes included in the technical spirit.

Although terms such as first or second may be used to describe various elements, these terms should be interpreted only for the purpose of distinguishing one element from another. For example, a first component may be termed a second component, and similarly, a second component may also be termed a first component.

When a component is referred to as being “connected to” another component, it may be directly connected or connected to the other component, but it should be understood that another component may exist in between.

The terms used in the examples are used for the purpose of description only, and should not be construed as limiting. The singular expression includes the plural expression unless the context clearly dictates otherwise. In this specification, terms such as "comprise" or "have" are intended to designate that a feature, number, step, operation, component, part, or a combination thereof described in the specification exists, but one or more other features It should be understood that this does not preclude the existence or addition of numbers, steps, operations, components, parts, or combinations thereof.

Unless otherwise defined, 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 embodiment 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 should not be interpreted in an ideal or excessively formal meaning unless explicitly defined in the present application. does not

In addition, in the description with reference to the accompanying drawings, the same components are given the same reference numerals regardless of the reference numerals, and the overlapping description thereof will be omitted. In describing the embodiment, if it is determined that a detailed description of a related known technology may unnecessarily obscure the gist of the embodiment, the detailed description thereof will be omitted.

The embodiments may be implemented in various types of products, such as personal computers, laptop computers, tablet computers, smart phones, televisions, smart home appliances, intelligent cars, kiosks, wearable devices, and the like.

1 is a diagram schematically showing the configuration of a system for providing a marketing platform service using an influencer based on artificial intelligence according to an embodiment.

Referring to FIG. 1 , a system according to an embodiment may include a plurality of advertiser terminals 100 , a plurality of influencer terminals 200 , and an apparatus 300 capable of communicating with each other through a communication network.

First, the communication network may be configured regardless of its communication mode, such as wired and wireless, and may be implemented in various forms so that communication between a server and a server and communication between a server and a terminal are performed.

Each of the plurality of advertiser terminals 100 and each of the plurality of influencer terminals 200 may be implemented as a computing device having a communication function, for example, a mobile phone, a desktop PC, a laptop PC, a tablet PC, a smart phone and the like, but is not limited thereto, and may be implemented as various types of communication devices that can be connected to an external server.

The plurality of advertiser terminals 100 are terminals used by advertisers who want to advertise, and may include a first advertiser terminal 110 used by a first advertiser, a second advertiser terminal 120 used by a second advertiser, etc. The plurality of influencer terminals 200 are terminals used by influencers who actively engage in SNS activities, and the first influencer terminal 210 and the second influencer terminal 210 used by the first influencer The second influencer terminal 220 used by the influencer may be included.

Hereinafter, for convenience of explanation, the operations of the first advertiser terminal 110 and the first influencer terminal 210 will be mainly described, but the first advertiser terminal 110 in other advertiser terminals such as the second advertiser terminal 120 . Of course, the operation of the first influencer terminal 210 may be performed instead of the operation of the first influencer terminal 210 in another influencer terminal such as the second influencer terminal 220 .

Each of the plurality of advertiser terminals 100 and each of the plurality of influencer terminals 200 may access the apparatus 300 from the apparatus 300 through a web page, an application, or the like.

The device 300 may provide a marketing platform using the influencer to provide various services so that advertisements are matched between the plurality of advertiser terminals 100 and the plurality of influencer terminals 200 .

2 is a diagram illustrating an optimal influencer recommendation and matching process according to an embodiment.

Referring to FIG. 2 , when campaign information is registered by an advertiser, data on product/service category, country/region target, age/gender target, campaign type, marketing channel, campaign provision history and marketing budget through campaign information can be analyzed.

When influencer information is collected from the SNS server, demographic information, professional categories, influence indicators, content indicators, follower indicators, campaign participation history, and data on fraud issue verification can be analyzed.

By comparing the analysis data of campaign information and the analysis data of influencer information, it goes through the exclusion filter, rank filter, combination filter, and recommendation filter of the AI system to recommend the best influencer to the advertiser, and advertisers and influencers can match.

According to one embodiment, the AI data-based influencer marketing platform provides significant influencer information as an advertising medium through data analysis to the advertiser, and provides the influencer with information such as advertiser brand information, campaign briefs, and rewards. By providing it, it is possible to operate the optimal influencer recommendation and matching service.

3 is a flowchart illustrating a process of matching influencers to participate in a campaign according to an embodiment.

Referring to FIG. 3 , first, in step S301 , the device 300 may receive campaign information from the first advertiser terminal 110 .

In step S302, the device 300 may analyze data on product/service categories, country/region targets, age/gender targets, campaign types, marketing channels, campaign provision details, and marketing budgets based on the campaign information. ,

In step S303 , the device 300 may acquire and collect influencer information from the SNS server.

In step S304, the device 300 may analyze data on demographic information, professional category, influence indicator, content indicator, follower indicator, campaign participation history, and fraud issue verification based on the influencer information.

In step S305 , the device 300 may compare the analysis result of the campaign information and the analysis result of the influencer information.

In step S306, the device 300 selects the influencers to participate in the campaign through the exclusion filter, the ranking filter, the combination filter and the recommendation filter of the AI system based on the analysis result of the campaign information and the analysis result of the influencer information. can be selected

In step S307 , the device 300 may provide the marketing participation results of the selected influencers to the first advertiser terminal 110 .

According to one embodiment, the marketing service using the influencer provided by the device 300 is a first step for an advertisement contract, a second step for product registration, a third step for recruiting influencers, and a fourth step for posting. and five steps for providing a result report.

To briefly explain the overview of marketing services using influencers, the first stage of the advertising contract is that, when an advertiser requests marketing, a consultant directly visits them and performs 1:1 consulting, and the second stage, product registration, applies to products and services. If there is no promotional content for this, it can be produced by our company, which operates a marketing service device that utilizes influencers. The mission is to be transmitted, the posting in step 4 is to ensure that the posting is carried out in compliance with the campaign mission after visiting or delivery, and the provision of the result report in step 5 is to monitor postings, hashtags, maintenance period, etc. to result in marketing effect to provide a report. In this case, the campaign refers to a press activity that continuously and intensively performs marketing for a marketing target product or service requested by an advertiser for a certain period of time.

4 is a diagram for explaining the configuration of an apparatus for providing a marketing service using an influencer according to an embodiment.

Referring to FIG. 4 , the apparatus 300 for providing a marketing service using an influencer includes an influencer information collecting unit 310 , an influencer information analyzing unit 320 , and a campaign information providing unit 330 . ), including a campaign participant recruitment unit 340, a campaign participant selection unit 350, a campaign posting information receiving unit 360, a campaign monitoring unit 370, a campaign result providing unit 380 and a posting reward providing unit 390. can do.

The influencer information collection unit 310 receives subscription information from terminals of the influencer, and collects influencer information based on the input subscription information. In this case, the influencer information collection unit 310 may receive subscription information from terminals of users who use social network services as well as terminals of influencers.

The influencer information collection unit 310 is a name, gender, age, address, interest, type of active social network service and an address (ID) used in the active social network service input from terminals of the influencer. Receive subscription information including at least one, and based on the entered subscription information, the subscription period for joining the social network service, the number of posts posted on the social network service, and the number of followers on the social network service Influencer information including at least one of them may be collected.

The influencer information analysis unit 320 analyzes the social network service of the influencer based on the collected influencer information.

The influencer information analysis unit 320 analyzes the social network service of the corresponding influencer based on the collected influencer information, verifies the influencer according to the preset verification conditions, and according to the grouped rating conditions. You can select an influencer's rating and understand the influencer's tendencies and characteristics.

The campaign information providing unit 330 provides a campaign information list including at least one or more campaign information on a marketing target product or service to terminals of the influencer.

The campaign information providing unit 330 includes a photo, type, recruitment period, recruitment number, mission activity (designated SNS, review mission, mandatory hashtag, mission upload) of the marketing target product or service, campaign activity period, participant selection criteria and rewards A campaign information list including campaign information including at least one of the points may be provided.

The campaign participant recruiting unit 340 receives the participation application information for the campaign corresponding to the campaign information included in the campaign information list from the terminals of the influencer, and recruits influencers who want to participate in the campaign.

The campaign participant selection unit 350 selects influencers to participate in the campaign based on the received participation application information and preset campaign participant selection criteria.

The campaign participant selection unit 350 is a first-come-first-serve type that can proceed with ultra-high-speed marketing and the lowest marketing cost, a selection type that allows direct advertisers to select influencers, and a blind type that recruits influencers desired by advertisers and matches them within the shortest period of time. Influencers to participate in the campaign can be selected according to the participant selection criteria set separately by .

On the other hand, when the campaign participant selection unit 350 uses a general social network service, the participant selection criterion is not an influencer. Campaign participants can be selected to participate in the campaign, including users who use general social network services who have received subscription information.

The campaign posting information receiving unit 360 receives posting information about a marketing target product or service that is selected as a campaign participant in the social network service of the influencer from terminals of the influencer participating in the campaign.

The campaign monitoring unit 370 monitors the marketing participation status of the influencers based on posting information on the marketing target product or service received from the terminals of the influencers participating in the campaign.

The campaign result providing unit 380 provides the marketing participation results of the influencers participating in the campaign in real time to the terminal of the advertiser who has requested to proceed with the campaign.

The campaign result providing unit 380 monitors the marketing participation status of the influencers participating in the campaign. According to the result of monitoring the status of the influencers participating in the campaign, the posting registration status, hashtag and mission check, posting reach rate, and the number of likes, views, and comments of influencers according to the number of comments. A marketing participation result including at least one of the evaluation scores may be provided to the advertiser's terminal.

The posting reward providing unit 390 provides posting rewards to influencers participating in the campaign, and additional posting rewards and subsequent campaigns to the influencer who received the highest score according to the evaluation scores of the influencers among the marketing participation results. If you apply for the recruitment of participants in

The embodiments described above may be implemented by a hardware component, a software component, and/or a combination of a hardware component and a software component. For example, the apparatus, methods and components described in the embodiments may include, for example, a processor, a controller, an arithmetic logic unit (ALU), a digital signal processor, a microcomputer, a field programmable gate (FPGA) array), a programmable logic unit (PLU), a microprocessor, or any other device capable of executing and responding to instructions, may be implemented using one or more general purpose or special purpose computers. The processing device may execute an operating system (OS) and one or more software applications running on the operating system. A processing device may also access, store, manipulate, process, and generate data in response to execution of the software. For convenience of understanding, although one processing device is sometimes described as being used, one of ordinary skill in the art will recognize that the processing device includes a plurality of processing elements and/or a plurality of types of processing elements. It can be seen that can include For example, the processing device may include a plurality of processors or one processor and one controller. Other processing configurations are also possible, such as parallel processors.

The method according to the embodiment may be implemented in the form of program instructions that can be executed through various computer means and recorded in a computer-readable medium. The computer-readable medium may include program instructions, data files, data structures, etc. alone or in combination. The program instructions recorded on the medium may be specially designed and configured for the embodiment, or may be known and available to those skilled in the art of computer software. Examples of the computer-readable recording medium include magnetic media such as hard disks, floppy disks and magnetic tapes, optical media such as CD-ROMs and DVDs, and magnetic such as floppy disks. - includes magneto-optical media, and hardware devices specially configured to store and execute program instructions, such as ROM, RAM, flash memory, and the like. Examples of program instructions include not only machine language codes such as those generated by a compiler, but also high-level language codes that can be executed by a computer using an interpreter or the like. The hardware devices described above may be configured to operate as one or more software modules to perform the operations of the embodiments, and vice versa.

Software may comprise a computer program, code, instructions, or a combination of one or more thereof, which configures a processing device to operate as desired or is independently or collectively processed You can command the device. The software and/or data may be any kind of machine, component, physical device, virtual equipment, computer storage medium or apparatus, to be interpreted by or to provide instructions or data to the processing device. , or may be permanently or temporarily embody in a transmitted signal wave. The software may be distributed over networked computer systems and stored or executed in a distributed manner. Software and data may be stored in one or more computer-readable recording media.

As described above, although the embodiments have been described with reference to the limited drawings, those skilled in the art may apply various technical modifications and variations based on the above. For example, the described techniques are performed in an order different from the described method, and/or the described components of the system, structure, apparatus, circuit, etc. are combined or combined in a different form than the described method, or other components Or substituted or substituted by equivalents may achieve an appropriate result.

Therefore, other implementations, other embodiments, and equivalents to the claims are also within the scope of the following claims.

Claims (1)

In a method for providing a marketing platform service using an influencer based on artificial intelligence, performed by a device,
analyzing data on a product/service category, a country/region target, an age/gender target, a campaign type, a marketing channel, a campaign provision history, and a marketing budget based on the campaign information received from the advertiser terminal;
Analyzing data on demographic information, professional category, influence indicator, content indicator, follower indicator, campaign participation history, and fraud issue verification based on the influencer information collected from the SNS server;
selecting an influencer to participate in a campaign through an exclusion filter, a rank filter, a combination filter, and a recommendation filter based on the analysis result of the campaign information and the analysis result of the influencer information; and
Comprising the step of providing the marketing participation results of the selected influencers to the advertiser terminal,
How to provide AI-based influencer marketing platform service.

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