KR20230063038A - Method for determining a true influencer among various influencers - Google Patents

Abstract

An embodiment of the present invention proposes a method for determining a true influencer among various influencers.

Description

Method for determining a true influencer among various influencers}

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

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

An object of the present invention to solve the above problems is to provide a method for determining a true influencer among various influencers.

Another object of the present invention to solve the above problems is to provide a device for determining a true influencer among various influencers.

An embodiment of the present invention for achieving the above object may include a method for determining a true influencer among various influencers.

An embodiment of the present invention for achieving the above other object may include a device for determining a true influencer among various influencers.

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

1 is a block diagram showing the configuration of an apparatus for determining a true influencer according to an embodiment of the present invention.
2 is a diagram illustrating terminals in which a method of determining a true influencer according to an embodiment of the present invention is performed.
3 is a diagram showing a screen of a user terminal according to an embodiment of the present invention.
4 is a flowchart of a method for determining a true influencer according to an embodiment of the present invention.

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

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

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

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

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

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

1 is a block diagram showing the configuration of an apparatus for determining a true influencer according to an embodiment of the present invention.

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

Also, the device 100 for determining a true influencer may include a transceiver 130 that communicates through a wireless network. In addition, the device 100 for determining a true influencer may further include an input interface device 140 , an output interface device 150 , a storage device 160 , and the like. Each component included in the divided ownership management device 100 for a picture is connected by a bus 170 to communicate with each other.

2 is a diagram illustrating terminals in which a method of determining a true influencer according to an embodiment of the present invention is performed.

Referring to FIG. 2, the method for determining a true influencer according to an embodiment of the present invention is performed on a computing device that has a storage space such as a PC (Personal Computer), can be connected to the Internet, and is not easily portable, or a smartphone, etc. It can be performed in a portable terminal as well. In this case, the “true influencer determination method” may be executed after an application in which the “true influencer determination method is implemented is downloaded from an App store and installed in the portable terminal.

In addition, the method for determining the true influencer is inserted into a computing device such as a PC in a state recorded on a recording medium such as a CD (Compact Disc) or USB (Universal Serial Bus) memory, and is performed through an access operation of the computing device. After being stored in the storage space of the computing device from the recording medium, it may be performed through an access operation of the computing device.

Meanwhile, when the computing device or portable terminal can access a server connected to the Internet, the method for determining the true influencer can also be executed in the server according to a request of the computing device or portable terminal.

Hereinafter, a computing device, a portable terminal, or a server in which the method for determining a true influencer is executed may be collectively referred to as a device for determining a true influencer.

A system according to an embodiment may include a true influencer determination server 220 (hereinafter, server 220 ) and an influencer terminal 230 . The “true influencer determination server 220” may have the same configuration as the “true influencer determination device illustrated in FIG. 1 , but may not be limited thereto.

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

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

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

In addition, the influencer terminal 230 accesses the server 220 under the control of an operating system (OS) and at least one program (for example, a browser or an installed application), and provides services provided by the server 220. I can provide content.

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

The server 220 and the influencer terminal 230 may perform communication using a network. For example, the network may include a Local Area Network (LAN), a Wide Area Network (WAN), a Value Added Network (VAN), a mobile radio communication network, a satellite communication network, and any of these It is a comprehensive data communication network that includes mutual combinations and allows each network constituent entity to communicate smoothly with each other, and may include wired Internet, wireless Internet, and mobile wireless communication network. In addition, wireless communication, for example, wireless LAN (Wi-Fi), Bluetooth, Bluetooth low energy (Bluetooth low energy), Zigbee, WFD (Wi-Fi Direct), UWB (ultra wideband), infrared communication (IrDA, infrared Data Association), NFC (Near Field Communication), etc. may be present, but are not limited thereto.

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

Referring to FIG. 3, in one embodiment, information on a plurality of influencers may be obtained first, and based on the information on the plurality of influencers and the influencer matching request information, the influencer may be influenced by the consumer company. Information about the influencer can be provided by matching the influencer.

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

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

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

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

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

Referring to FIG. 3 , in an embodiment, at least one matching influencer among true influencers may be derived through the above-described process, and information on the at least one matching influencer may be provided.

In one embodiment, when one of the at least one matching influencer is selected in the consumer company terminal 210 by the consumer company manager, detailed information on the selected matching influencer may be provided.

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

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

4 is a flowchart of a method for determining a true influencer according to an embodiment of the present invention.

Referring to FIG. 4 , in one embodiment, information on a plurality of influencers may be obtained (S410), and based on the information on the plurality of influencers, information on each of the plurality of influencers may be obtained. It is possible to calculate numerical values for each item set in advance for (S420). Here, the preset items may include an advertisement efficiency item, a number of likes item, a follower number item, a false follow rate item, a follower configuration item, and a recent activity item.

Thereafter, according to an embodiment, a plurality of true influencers among the plurality of influencers may be determined based on the numerical value of each of the preset items (S430).

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

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

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

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

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

Although the above has been described with reference to preferred embodiments of the present invention, those skilled in the art will variously modify and change the present invention within the scope not departing from the spirit and scope of the present invention described in the claims below. You will understand that it can be done.

Claims (3)

A method for determining a true influencer performed by at least one server,
Obtaining information about a plurality of influencers;
Calculating a numerical value for each preset item for each of the plurality of influencers based on the information about the plurality of influencers; and
Determining a plurality of true influencers among the plurality of influencers based on the numerical value of each of the preset items;
The preset items include an advertising efficiency item, a number of likes item, a follow number item, a fake follow rate item, a follower composition item, and a recent activity item.
How to judge a true influencer. The method of claim 1,
The numerical value for the advertising efficiency item is derived based on the amount of change in sales for the previous advertising product conducted by the matching influencer and the advertising fee for the previous advertising product,
The numerical value for the fake follow rate item is derived based on the number of followers who have not given feedback on the posts of the matching influencer during a preset period among the total number of followers of the matching influencer,
The composition of the follower is derived based on the number of first accounts determined to be other influencers among the followers of the matching influencer and the number of second accounts for advertising of the company,
How to judge a true influencer. The method of claim 2,
The first account determined as the other influencer is determined based on the total number of followers of the first account,
The second account for the company's advertisement is determined based on the ID information of the second account and the post of the second account,
How to judge a true influencer.

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