WO2020175738A1

WO2020175738A1 - Method, apparatus, and program for managing performance of branded content

Info

Publication number: WO2020175738A1
Application number: PCT/KR2019/004412
Authority: WO
Inventors: 문용희
Original assignee: 주식회사 픽업; 문용희
Priority date: 2019-02-27
Filing date: 2019-04-12
Publication date: 2020-09-03
Also published as: KR20200104629A; KR102276969B1; KR20210087905A

Abstract

Disclosed is a method, performed by a computer, for managing performance of branded content, the method comprising: a step (S110) for receiving information about a campaign from a brand; a step (S120) for generating a campaign including the received information about the campaign; a step (S130) for determining an influencer to conduct the generated campaign; a step (S140) for obtaining address information of branded content uploaded by the influencer according to the campaign; a step (S150) for collecting information about the branded content uploaded by the influencer; and a step (S160) for determining performance of the branded content uploaded by the influencer based on the information collected in the step (S150).

Description

Methods, devices and programs to manage the performance of branded content

The present invention relates to a method, apparatus and program for managing the performance of branded content.

With the proliferation of social network services, various marketing strategies using social network services are being established. In particular, influencer marketing using influencers with many followers is performed in various ways.

Influencer marketing refers to a marketing strategy that uses influential individuals. When it comes to influencer marketing, it's important to find influencers who can influence potential consumers and make a marketing plan that suits each influencer's disposition.

However, there is no perfect influencer in all fields. This is because the influence of each influencer may be different depending on the field in which you want to conduct marketing. For example, in a field that requires expertise, experts in the field may have a greater influence on the public than famous celebrities.

Also, even if you are not a popular person, there may be people who have a great influence on those around you. So, anyone who can influence potential consumers around you can become an influencer.

The problem to be solved by the present invention is to provide a method, apparatus, and program for managing the performance of branded content.

The problems to be solved by the present invention are not limited to the problems mentioned above, and other problems that are not mentioned will be clearly understood by those skilled in the art from the following description.

A method for managing the performance of branded content according to an aspect of the present invention for solving the above-described problem includes receiving information on a campaign from a brand (S110), a campaign including information on the received campaign Generating (S120), determining an influencer to perform the generated campaign (S130), acquiring address information of branded content uploaded by the influencer according to the campaign (S140) , Collecting information on the branded content uploaded by the influencer (S150) and determining the performance of the branded content uploaded by the influencer based on the information collected in the step (S150) It includes (S160).

According to the disclosed embodiment, there is an advantage of providing and managing high quality branded content by continuously managing the performance of the branded content.

The effects of the present invention are not limited to the effects mentioned above, and other effects not mentioned will be clearly understood by those skilled in the art from the following description.

1 is a diagram illustrating a system according to an embodiment.

2 is a flowchart illustrating a method of managing performance of branded content according to an exemplary embodiment.

3 is a flowchart illustrating a performance management method for each SNS according to an embodiment.

4 is a flowchart illustrating a method for storing and managing performance according to an exemplary embodiment.

5 is a flowchart illustrating a method of determining performance of branded content according to an exemplary embodiment.

6 is a flowchart illustrating a method of providing a shortened URL according to an embodiment.

7 is a flowchart illustrating a method of managing influencer types according to an exemplary embodiment.

8 is a flowchart illustrating a method of providing a coupon according to an exemplary embodiment.

9 is a flowchart illustrating a method for tracking and managing branded content according to an exemplary embodiment.

10 is a diagram illustrating an example of a method of managing a plurality of SNS channels for each influencer.

11 is a diagram illustrating an example of managing page flow by using a shortened URL.

12 is a diagram illustrating an example of managing branded content to be introduced based on a shortened URL.

13 is a flowchart illustrating a method of providing and tracking a coupon according to an exemplary embodiment.

14 is a flow chart showing a transaction method according to the influencer contract method.

15 is a flowchart illustrating a transaction method according to a content purchase method.

16 is a diagram illustrating an example of an interaction method of a flowchart according to content proposal and modification.

17 is a block diagram of an apparatus according to an exemplary embodiment.

In addition, the step (S140) includes a step (S210) of each obtaining address information of one or more branded content uploaded by the influencer to one or more SNS (Social Network Service: social network services), the The step (S150) includes a step (S220) of collecting information on each of the one or more branded content uploaded to the one or more SNS, and the step (S160) includes each of the one or more SNSs of the influencer. Generating a campaign execution result for (S230) and storing the campaign execution result generated in the step (S230) in a storage space matched with the influencer (S240).

In addition, the step (S240), obtaining information on a new SNS (S310), allocating at least a portion of the storage space matched with the influencer to the new SNS (S320), the influencer The step of generating a campaign execution result for the new SNS (S330) and storing the campaign execution result generated in the step (S330) in the space allocated in the step (S320) (S340). .

In addition, the step (S160) may include determining the exposure performance of the branded content (S410) and determining the purchase conversion performance of the branded content (S420).

In addition, the step (S150), determining a URL associated with a page for collecting information on one or more branded content (S510), generating one or more shortened URLs corresponding to the determined URL, the one or more The shortened URL is connected to the page, step S520, the step of allocating the one or more shortened URLs to one or more branded content, respectively (S530), monitoring the inflow to the page, but shortening URL corresponding to each inflow The step of acquiring information about (S540) and, based on the information acquired in the step (S540), acquiring information about the branded content corresponding to each inflow to the page (S550). have.

In addition, the step (S550), based on the information obtained in the step (S550), measuring the performance of each one or more branded content (S610) and based on the performance of each of the one or more branded content , The step of determining the type of influencer that has uploaded each of the one or more branded contents (S620) may be further included.

In addition, the step (S150), generating a page providing coupon information (S710), generating coupon information (S720), providing the generated coupon information from the page (S730), the Storing inflow path information corresponding to the provided coupon information in a database (S740), obtaining coupon usage information (S750), and branded content corresponding to the used coupon based on the information stored in the database It may further include a step (S760) of obtaining information on.

In addition, the step (S150), the step of checking whether the uploaded branded content is publicly posted (S810), if it is determined that the uploaded branded content is not publicly posted before the campaign ends, the Step S820, in which the influencer determines that the campaign has failed, and when it is determined that the uploaded branded content has not been publicly posted after the campaign ends, this is reflected in the evaluation of the influencer. , May include a step (S830).

An apparatus for managing performance of branded content according to an aspect of the present invention for solving the above-described problems includes a memory for storing one or more instructions and a processor for executing the one or more instructions stored in the memory, the The processor executes the one or more instructions to perform a method of managing the performance of the branded content according to the disclosed embodiment.

A computer program for managing the performance of branded content according to an aspect of the present invention for solving the above-described problem is combined with a computer as hardware, and performs a method of managing the performance of branded content according to the disclosed embodiment. It is stored in a computer-readable recording medium so that it can be used.

Other specific details of the present invention are included in the detailed description and drawings.

Advantages and features of the present invention, and a method of achieving them will become apparent with reference to the embodiments described below in detail together with the accompanying drawings. However, the present invention is not limited to the embodiments disclosed below, but may be implemented in a variety of different forms, only the present embodiments are intended to complete the disclosure of the present invention, It is provided to fully inform the technician of the scope of the present invention, and the present invention is only defined by the scope of the claims.

The terms used in the present specification are for describing exemplary embodiments and are not intended to limit the present invention. In this specification, the singular form also includes the plural form unless specifically stated in the phrase. As used in the specification, “comprises” and/or “comprising” do not exclude the presence or addition of one or more other elements other than the mentioned elements. Throughout the specification, the same reference numerals refer to the same elements, and “and/or” includes each and all combinations of one or more of the mentioned elements. Although "first", "second", and the like are used to describe various elements, it goes without saying that these elements are not limited by these terms. These terms are only used to distinguish one component from another component. Therefore, it goes without saying that the first component mentioned below may be the second component within the technical idea of the present invention.

Unless otherwise defined, all terms (including technical and scientific terms) used in the present specification may be used as meanings that can be commonly understood by those of ordinary skill in the art to which the present invention belongs. In addition, terms defined in a commonly used dictionary are not interpreted ideally or excessively unless explicitly defined specifically.

The term "unit" or "module" used in the specification refers to a hardware component such as software, FPGA or ASIC, and the "unit" or "module" performs certain roles. However, "unit" or "module" is not meant to be limited to software or hardware. The “unit” or “module” may be configured to be in an addressable storage medium, or may be configured to reproduce one or more processors. Thus, as an example, "sub" or "module" refers to components such as software components, object-oriented software components, class components, and task components, processes, functions, properties, It includes procedures, subroutines, segments of program code, drivers, firmware, microcode, circuits, data, databases, data structures, tables, arrays and variables. Components and functions provided within "sub" or "module" may be combined into a smaller number of components and "sub" or "modules" or into additional components and "sub" or "modules". Can be further separated.

In the present specification, a computer refers to all kinds of hardware devices including at least one processor, and may be understood as encompassing a software configuration operating in a corresponding hardware device according to embodiments. For example, the computer may be understood as including all of a smartphone, a tablet PC, a desktop, a laptop, and a user client and an application running on each device, but is not limited thereto.

In the disclosed embodiment, a campaign may mean a plan for performing social advertising. Thus, the campaign may contain information about social advertising. For example, the campaign may include information on the topic of social advertising, advertisers and rewards. The form of the campaign is not limited.

An influencer is defined as a person who has a certain influence over others. However, since all users of social media can express their thoughts through social media and be influenced by the thoughts of others, influencers should be understood as including everyone who can be influenced. .

For example, an influencer refers to a user of a social network service with a large number of followers and a high influence on the public. However, the meaning of the influencer in this specification is not limited thereto. In the disclosed embodiment, an influencer may mean all users who use social network services.

In the disclosed embodiment, the brand is used in the sense of encompassing all types of advertisers who wish to perform promotion using an influencer. For example, a brand may be a company that wants to promote a specific product or service, or may be an individual who wants to promote itself. The type of brand is not limited.

In the present specification, the branded content may mean all types of content uploaded by an influencer for promoting a brand according to the disclosed embodiment. For example, branded content may refer to photos, videos, articles, etc. that an influencer uploads to promote a brand, and may refer to SNS posts including uploaded photos, videos, and articles.

Hereinafter, exemplary embodiments of the present invention will be described in detail with reference to the accompanying drawings.

1 is a diagram illustrating a system according to an embodiment.

Referring to FIG. 1, the server 100 provides a marketplace for connecting one or more brands 10 and one or more influencers 20 to each other to propose and purchase social advertisements.

The brand 10 and the influencer 20 communicate with the server 100 using

respective user terminals

200 and 300, and use a marketplace provided by the server 100 according to the disclosed embodiment.

The brand 10 and the influencer 20 shown in FIG. 1 may each mean a set of one or more brands, a set of one or more influencers, or may mean one or more members of each set.

In one embodiment, the server 100 provides information on one or more campaigns or brands 10 to the influencer 20. In one embodiment, the server 100 may provide information on the campaign or brand 10 budget exhaustion rate.

In an embodiment, the server 100 may provide information on compensation according to campaign execution. In addition, the server 100 may provide information on conditions for receiving the compensation.

In one embodiment, the server may provide information on the brand 10. For example, the server 100 may receive evaluation information about the brand 10 from the influencer 20 and reflect the received evaluation information to the evaluation information of the brand 10. The server may provide evaluation information of the brand 10 to the influencer 20.

The server 100 receives a social post proposal corresponding to the campaign selected by the influencer 20. In an embodiment, the server 100 may receive social post proposals from a plurality of influencers who have selected a campaign.

Server 100 provides the received social post offers to brand 10. In addition, the server provides information on the influencer 20 to the brand 10.

In an embodiment, the server may provide information on the number of times the influencer 20 performs social advertisements (eg, the number of social advertisement proposals and adoption times). In addition, the server 100 may provide the brand 10 with evaluation information on influencers 20 of other brands.

In one embodiment, the server 100 may evaluate the influence of the influencer 20. For example, the server 100 may determine the influence of the influencer 20 based on at least one of the number of followers, views, empathy, and comments of the social network account of the influencer 20.

In addition, the server 100 may evaluate the suitability of the influencer 20 to the campaign or brand 10. For example, the server 100 may acquire and analyze keywords included in the social network service account of the influencer 20. The server 100 may determine a correlation between the keyword included in the social network service account of the influencer 20 and the campaign or brand 10.

After evaluating the influence of the influencer 20 and suitability for the campaign or brand 10, the server may quantify the evaluation result and provide it to the brand 10. For example, the server 100 sorts information on a plurality of influencers by using the quantified evaluation results for a plurality of influencers who have selected a campaign of the brand 10, and the brand 10 Can be provided to.

In an embodiment, the server 100 may receive evaluation information for each influencer from brands. The server may reflect the received evaluation information in the evaluation information of each influencer. The server may provide evaluation information of each influencer to the brand 10.

The server 100 receives information for selecting a social post or social post offer from the brand 10.

The server 100 uploads the selected social post to the social network service account of the influencer 20.

In one embodiment, the server 100 may receive information for the brand 10 to select at least one influencer from among a plurality of influencers. The server 100 may upload the social post of the selected influencer to the social network service account of the selected influencer.

In an embodiment, the brand 10 may pay the influencer 20 a reward for performing social advertisements. The server may receive an amount corresponding to the reward from the brand 10 and transmit it to the influencer 20. The server 100 may provide a compensation to the influencer 20 by limiting a predetermined fee from the compensation received from the brand 10.

In an embodiment, the server 100 may monitor a social post uploaded to the social network account of the influencer 20 and quantitatively evaluate the performance of the social post upload based on the monitoring result. The server 100 may change the rating of the influencer 20 based on the evaluation result.

In an embodiment, the initial rating of the influencer 20 may be determined based on the influence of the influencer 20 such as a follower of the influencer 20. The grade of the influencer 20 may be changed according to the results of the influencer's 20 activities.

In one embodiment, the server 100 may provide information on a campaign that may be provided to the influencer 20 as the influencer 20's rating changes, as the influencer 20 performs the campaign. The compensation received and the commission rate for the influencer 20 may be different.

For example, the higher the rating of the influencer 20, the more information on the campaign may be provided. In addition, the higher the level of the influencer 20, the higher the reward can be received in the same campaign, and the commission rate for the reward can also be adjusted lower.

In one embodiment, each campaign may include a separate condition for receiving compensation. In this case, the server may monitor the social post uploaded to the social network account of the influencer 20, and pay compensation when it is determined that the social post satisfies the condition as a result of the monitoring.

In one embodiment, the contract and transaction between the brand 10 and the influencer 20 may be performed by an influencer contract method or a content purchase method.

In addition, the server 100 may monitor, measure, and provide performance of branded content uploaded to the SNS page of each influencer 20 based on the marketplace according to the disclosed embodiment.

For example, the server 100 may collect and evaluate various information such as advertisement performance of each branded content and a campaign execution result corresponding thereto, and provide performance information generated based on this.

A specific method of managing the performance of branded content will be described below with reference to the drawings.

Each of the steps described herein is described as being performed by a computer, but the subject of each step is not limited thereto, and at least some of the steps may be performed by different devices according to embodiments.

In step S110, the computer receives information about the campaign from the brand.

In step S120, the computer generates a campaign including information on the received campaign.

In step S130, the computer determines an influencer who will perform the generated campaign.

In step S140, the computer acquires address information of the branded content uploaded by the influencer according to the campaign.

In step S150, the computer collects information on the branded content uploaded by the influencer.

In step S160, the computer determines the performance of the branded content uploaded by the influencer based on the information collected in the step S150.

In an embodiment, the influencer may generate branded content and upload the generated branded content through an SNS channel operated by the influencer.

The computer may obtain the address information of the SNS post to which the branded content is uploaded from the influencer. The types and types of SNS posts and address information are not limited.

In this specification, the branded content may refer to the content itself generated by the influencer, but information on the influencer who created the branded content and the SNS channel in which the corresponding branded content is uploaded, etc. It may also be understood as an inclusive meaning.

In one embodiment, the computer collects information on each branded content based on the acquired address information, but the collected information includes views, sympathies, shares, and comments corresponding to each branded content. However, it is not limited thereto.

In addition, information may be monitored and collected in real time, but may be collected at predetermined time intervals or at arbitrary intervals, and collection periods may also be set differently.

The computer judges the performance of each branded content based on the collected information, but the performance may be quantitative information, but may also include qualitative information. In addition, the computer may collect, calculate, and predict information on the impact of each branded content, the actual advertising effect and brand revenue, and the like, and provide such information to the brand.

For example, according to the disclosed embodiment, information on the branded content and the quantitative performance of the branded content are exposed to a brand manager, and a screen through which the brand manager can input qualitative evaluation information may be displayed together. have.

For example, the qualitative evaluation information may be input as a score (eg, 1 to 5 points) within a predetermined range for content satisfaction, branding satisfaction, performance satisfaction, and search satisfaction, but is limited thereto. no.

In addition, the qualitative evaluation information may further include complementary points that can be directly input.

The qualitative evaluation information collected in this way is also converted into data, stored and managed, and may be reflected in the evaluation index of influencers or branded content, and branding or performance performance is predicted through causal analysis of the performance of branded content. It can be used for various evaluation means such as.

In the above-described step (S140), the computer may perform a step (S210) of each obtaining address information of one or more branded content uploaded by the influencer to one or more social network services (SNS). have.

In addition, in the above-described step (S150), the computer may perform a step (S220) of collecting information on each of the one or more branded content uploaded to the one or more SNS.

In addition, in the above-described step (S160), the computer may perform the step (S230) of generating a campaign execution result for each of the one or more SNSs of the influencer.

In addition, the computer may perform the step (S240) of storing the campaign execution result generated in the step (S230) in a storage space matched with the influencer.

For example, an influencer may use only one SNS channel, but may operate multiple SNS channels and upload branded content.

In this case, when managing using a separate storage space or management system for each SNS channel, it is difficult to organize information for each influencer. Furthermore, when a new SNS channel is created, a storage space and a management system for the corresponding SNS channel are provided. It becomes difficult to do.

Accordingly, according to the disclosed embodiment, a system for managing a plurality of SNS channels for each influencer is proposed.

In one embodiment, the storage space matched to the influencer may mean a specific address space in the computer, but is not limited thereto. Even if it is distributed inside or outside the computer, in the cloud, It may include all spaces designated to store information, and the spaces can also be changed flexibly.

Referring to FIG. 10, an example of a method of managing a plurality of SNS channels for each influencer is illustrated. The storage space 400 shown in FIG. 10 may be a visualization of a space for storing information for each SNS channel of an influencer, and based on this, may be an example of a user interface screen provided to a brand or a manager.

A space corresponding to each of the plurality of SNS channels 410 to 440 may be provided in the storage space 400. Depending on the embodiment, only a space corresponding to the SNS channel used by the influencer 20 may be provided in the storage space 400, or a space corresponding to all channels supported by the system according to the disclosed embodiment may be provided. It may be provided in advance, and this is not limited.

Hereinafter, a method of managing a new SNS channel will be described with reference to FIG. 4.

In the above-described step (S240), the computer may perform a step (S310) of acquiring information on a new SNS.

In addition, the computer may perform the step (S320) of allocating at least a part of the storage space matched with the influencer to the new SNS.

In addition, the computer may perform the step (S330) of generating a campaign execution result for the new SNS by the influencer.

In addition, the computer may perform the step (S340) of storing the campaign execution result generated in the step (S330) in the space allocated in the step (S320).

For example, the storage space 400 may be provided with

spare spaces

450 and 460 for adding an SNS channel not used by the influencer 20 or a newly created SNS channel. The

spare spaces

450 and 460 may mean that a predetermined address space is actually allocated in advance, but may also mean a systemic concept configured to allocate a new storage space in the storage space 400 through a program.

In an embodiment, a user interface capable of creating a predetermined space 450 for allocating a new SNS channel to the storage space 400 may be displayed on the manager screen, but is not limited thereto.

When the new storage space 450 is allocated, the manager may input parameters and management elements based on the characteristics of the corresponding SNS channel. The computer may generate and display a page for managing a corresponding SNS channel based on this, and may store information corresponding thereto in the space 450.

In one embodiment, the computer manages a plurality of SNS channels together, and when a campaign request is received from a brand, a plurality of SNS channels and influencers of each SNS channel are allocated within the budget range to perform in a plurality of SNS channels. It is possible to provide integrated advertising services.

In the above-described step (S160), the computer may perform the step (S410) of determining the exposure performance of the branded content.

In addition, the computer may perform the step (S420) of determining the purchase conversion performance of the branded content.

For example, the performance of branded content can be quantitatively evaluated based on various indicators. According to this embodiment, the performance of branded content can be largely classified into exposure performance and purchase conversion performance.

Exposure performance is an indicator of how many users the branded content has been exposed. For example, the exposure performance may be calculated based on the number of views, sympathies, comments, and shares of the branded content.

The purchase conversion performance is an indicator of how many purchases were actually made based on the branded content. For example, the purchase conversion performance can be determined based on the change in sales for the target that the branded content promotes, and the tracking judgment on whether the user who viewed the branded content has purchased the promotion target. It is not limited.

Depending on the embodiment, not only the actual purchase, but also whether the user has visited the purchase page through a link disclosed along with the branded content may be included in the purchase conversion performance.

In one embodiment, the exposure performance has an effect of informing consumers of the brand or product to be promoted, and the purchase conversion performance actually has a direct sales effect. Depending on the type of campaign, the type of performance aimed or the type of performance generated may be different, and may also occur differently depending on the type of influencer performing the campaign.

Depending on the type of campaign, a weight for each of the exposure performance and the purchase conversion performance may be set differently, and the performance of the branded content may be calculated based on this.

In step S150 described above, the computer may perform step S510 of determining a URL associated with a page for collecting information on one or more branded content.

In addition, the computer may generate one or more shortened URLs corresponding to the determined URL, and perform step S520 in which the one or more shortened URLs are connected to the page.

In addition, the computer may perform the step (S530) of allocating the one or more shortened URLs to one or more branded content, respectively.

In addition, the computer monitors the inflow of the page, but may perform a step (S540) of obtaining information on the shortened URL corresponding to each inflow.

In addition, the computer may perform the step (S550) of obtaining information on the branded content corresponding to each inflow to the page based on the information obtained in the step (S540).

Referring to FIG. 11, an example of managing page inflow using a shortened URL is shown.

In one embodiment, the page 500 may be a page including detailed content on branded content, a page that sells products corresponding to branded content, or may be a brand homepage, but is limited thereto. It is not. Also, the page 500 may refer to a page for collecting inflow information provided through a server operating a marketplace according to the disclosed embodiment.

The computer may generate the page 500 and upload the page 500 by linking it to a specific URL 510. That is, the page 500 may be uploaded to be accessed through a specific URL 510.

Further, the computer may generate a plurality of shortened

URLs

520, 530, and 540 corresponding to the URL 510. Each of the plurality of shortened

URLs

520, 530, and 540 may take different forms, but all may be connected to the URL 510 and the page 500 corresponding thereto.

Also, the number of shortened URLs that can be generated is not limited, and an additional shortened URL 550 may be generated and provided if necessary.

The computer may allocate the generated shortened

URLs

520, 530, and 540 to different branded content. In addition, the computer may store information on branded content to which respective

short URLs

520, 530, and 540 are assigned. For example, the computer may store the address of the branded content to which the respective

short URLs

520, 530, and 540 are assigned, the influencer who uploaded it, and the SNS channel to which the branded content is uploaded. It is not limited.

The computer 100 may assign each of the shortened

URLs

520, 530, and 540 to different branded

content

610, 620, and 630. Each of the branded

content

610, 620, and 630 may expose the assigned shortened

URLs

520, 530, and 540 together with the branded content.

User terminals

710, 720, and 730 accessing each of the branded

contents

610, 620, and 630 are paged through the shortened

URLs

520, 530 and 540 exposed to the branded

contents

610, 620, and 630. 500 can be accessed, and the computer 100 is based on any branded

content

610, 620 and 630 based on the shortened

URLs

520, 530 and 540 used for the access when such access occurs. Thus, it can be determined whether inflow has occurred.

In the above-described step S550, the computer may perform a step S610 of measuring the performance of each of the one or more branded contents based on the information obtained in the step S550.

In addition, the computer may perform step S620 of determining the type of influencer that uploaded each of the one or more branded contents, based on the performance of each of the one or more branded contents.

For example, while measuring the performance of each branded content, the exposure performance and the purchase conversion performance of each performance are evaluated, and based on this, each influencer can be classified into one or more types.

For example, the type of influencer may include a branding type influencer and a performance type influencer.

In an embodiment, the branding influencer may refer to an influencer type in which a link (eg, shortened URL) click rate is low, but many views or PVs occur.

In addition, the performance influencer may refer to a type of influencer that has a high actual click rate of a link and causes many purchase conversions according to an embodiment.

In addition, an influencer that does not belong to the above type may be determined as an influencer having a low influence, but is not limited thereto.

The computer may classify each type of influencer and provide a service for matching brands based on characteristics of the classified influencers. For example, a branding influencer can be recommended for a brand that wants exposure and branding, and a performance influencer can be recommended for a brand that actually wants to convert.

In the above-described step (S150), the computer may perform the step (S710) of generating a page providing coupon information.

In addition, the computer may perform the step (S720) of generating coupon information.

In addition, the computer may perform the step (S730) of providing the generated coupon information on the page.

In addition, the computer may perform a step (S740) of storing inflow path information corresponding to the provided coupon information in a database.

In addition, the computer may perform the step (S750) of obtaining coupon usage information.

In addition, the computer may perform a step (S760) of acquiring information on the branded content corresponding to the used coupon based on the information stored in the database.

Referring to FIG. 13, a coupon 800 may be generated and provided on a page 500, and

user terminals

710, 720, and 730 are shortened

URLs

520, 530 and 540 exposed to respective branded contents. Through the access to the page 800, it is possible to receive coupons (810, 820, and 830).

In one embodiment, coupon information may be generated in advance, and information on the

user terminals

710, 720 and 730 that have been issued each coupon or shortened

URLs

520, 530 and 540) may be matched with issued coupon information and stored.

In another embodiment, the coupon information is based on information on the

user terminals

710, 720, and 730 to which each coupon was issued, or information on the shortened

URLs

520, 530, and 540 used to access the page 800. Generated on the basis of the generated information, information on the

user terminals

710, 720, and 730 for which each coupon was issued, or information on the shortened

URLs

520, 530, and 540 used to access the page 800 It can be saved by matching with.

When a page access is requested by the shortened

URLs

520, 530, and 540, the computer 100 stores information on the shortened

URLs

520, 530 and 540 for which the page access is requested, and stores the URL 510 or the URL ( Information on the page 800 corresponding to 510) may be provided to the

user terminals

710, 720, and 730 requesting access.

In addition, when each coupon (810, 820, and 830) is used at the affiliated store (910, 920, and 930), the computer obtains coupon usage information, and the shortened URL information for which the coupon was issued, branded content, or You can obtain information about the language. Based on this, the computer may acquire purchase conversion information of each branded content.

In the above-described step (S150), the computer may perform a step (S810) of checking whether the uploaded branded content is publicly posted.

In addition, when it is determined that the uploaded branded content is not publicly posted before the campaign ends, the computer may perform step S820 of determining that the campaign has failed.

In addition, when it is determined that the uploaded branded content is not publicly posted after the campaign ends, the computer may perform step S830 of reflecting the uploaded branded content in the evaluation of the influencer.

In an embodiment, after the influencer uploads the branded content, the public posting status may not be maintained for a predetermined period specified in the campaign. In this case, since the goal of the campaign has failed, the computer may not pay compensation for this.

However, if the branded content remains publicly posted even after the predetermined period specified in the campaign, it is beneficial to the brand. Conversely, if the branded content is converted to private status or the posting is withdrawn (deleted) after the deadline, the brand will The profits that can be obtained will decrease.

However, after the campaign period has elapsed, since the reward has already been paid, the computer determines whether influencers maintain the publicly posted status of the branded content for a predetermined period, periodically, or at any time. It can be checked every time, and the results of the confirmation can be reflected in the evaluation of influencers.

In this case, an influencer who deletes branded content or converts to private content because the campaign deadline has expired will be adversely affected by the evaluation, and may suffer disadvantages in future brand and matching. Accordingly, it is possible to determine the integrity and reliability of the influencer according to the monitoring method according to the present embodiment, and an effect of allowing the influencer to maintain the publicly posted state of the branded content can be obtained.

In an embodiment, a brand may transmit an invitation request for one or more influencers based on evaluation information or matching information for each influencer. For example, a brand can invite one or more influencers to their campaign. In inviting influencers, the computer may provide a function of limiting competition invitations.

The competition invitation restriction means that when an influencer's content is purchased through a generated campaign, the influencer cannot receive an invitation from another competitor for a predetermined period from the time of purchase. For example, the predetermined period may be about 3 weeks, but is not limited thereto.

Brands can enter one or more names of competitors who wish to restrict invitations on the Competition Invitation Limit tab. Influencers who are invited are not provided with information regarding restrictions on competition invitations.

In an embodiment, in order to use the competition invitation limit function, it may be necessary to pay a cost according to the number of competitors and the limit period.

In an embodiment, when a competitor with limited invitation attempts to invite a corresponding influencer within a limited period, a message indicating that the invitation is limited influencer may be provided. In another embodiment, if a competitor whose invitation is limited attempts to invite the influencer within the limited period, the invitation may be invalidated. In another embodiment, the influencer may not be searched for a limited period of time to a competitor whose invitation is restricted.

14 is a flowchart illustrating a transaction method according to an influencer contract method, and FIG. 15 is a flowchart illustrating a transaction method according to a content purchase method.

Each of the steps illustrated in FIGS. 14 and 15 is performed by at least one of the server 100 and

user terminals

200 and 300 illustrated in FIG. 1.

Referring to FIGS. 14 and 15, the influencer contract method is similar to the content purchase method except that a step of signing a contract between the brand and the influencer is added prior to the content purchase.

In step S1110, the brand uploads an influencer contract type campaign.

In step S1120, if the brand is satisfied with the content of the proposed contract, the brand performs a contract with the influencer, and the brand and the influencer are switched to a state under contract.

In step S1120, when the contracting state is switched, the influencer may propose content to the brand in step S1130.

Likewise, in step S1130, the brand is converted to a state in which the content suggested by the influencer can be purchased.

In the disclosed embodiment, the brand and the influencer perform contracts, offers, purchases, and sales according to the flow chart shown in FIG. 14 or 15, but each step is performed independently. In other words, brands and influencers perform contracts, offers, purchases and sales according to their respective flow charts, but the progress is independent, but interacts with each other.

For example, if the influencer offers a contract to the brand in step S1110, the brand also reviews the contract in step S1110, and if the brand approves the contract, the brand proceeds to step S1120, and the influencer also proceeds to step S1120. Is done.

Subsequently, when the influencer proposes content to the brand in step S1130, the brand also proceeds to a purchase-available state in step S1130.

Referring to FIG. 16, an example of an interaction method of a flowchart according to content proposal and modification is shown.

Referring to FIG. 16, a portion 1010 of a flow chart of a brand and a portion 1020 of a flow chart of an influencer are shown.

In the state of being available for purchase (S1130), the brand may request a correction from the influencer (S1135). In this case, the influencer is also switched to the modification request state (S1135).

The influencer completes the modification according to the request (S1137), and when the modification is completed, the influencer enters a state in which the modified content can be suggested to the brand again (S1130). When the influencer proposes the modified content to the brand (S1139), the state of the brand is also converted to a purchaseable state (S1130), so that the brand can purchase the modified content or request the modification again.

The influencer proposes content to the brand by creating content proposal, content introduction to the proposed content, and information on whether to add a hashtag and location. When the content is proposed, the purchase price of the content depends on the price contracted in step S1120.

The brand may check the content of the content proposed in step S1130, determine a purchase decision, or request correction.

In step S1135, the brand may request the influencer for correction. In this case, the content of the request for modification is delivered to the influencer.

When the modification is completed, the influencer returns to step S1130 and proposes the modified content to the brand.

In step S1140, the brand determines that there is an intention to purchase the content proposed in step S1130.

In step S1150, the brand may determine that there is no intention to purchase the content proposed in step S1130, and may exclude it from the purchase target.

When it is determined in step S1140 that there is a purchase intention, the influencer receives the purchase intention of the brand and performs posting.

When the posting is completed, in step S1160, the influencer requests the brand to review the posting.

The brand may check the content of the uploaded post, confirm the purchase in step S1170, or cancel the purchase in step S1180. In addition, the brand can confirm the purchase after checking the content of the uploaded post, requesting correction.

In one embodiment, when the purchase is confirmed in step S1170, the server 100 pays the purchase price of the content to the influencer.

In one embodiment, the server 100 monitors the status of the post for a predetermined period even when the purchase is confirmed, and then asks the influencer the purchase price of the content if the post is maintained in the open state for a predetermined period. Can be paid. If the post is converted to private or deleted within a predetermined period, the purchase is canceled in step S1180, the purchase price of the content is not paid, or the purchase price has already been paid, a refund may be requested.

In an embodiment, when a post uploaded after purchase is confirmed meets a predetermined criterion, the system switches from the purchase confirmation stage to the purchase completion stage.

The cost for purchasing the content may be paid in the purchase confirmation stage or in the purchase completion stage.

Referring to FIG. 15, the brand may create a campaign in step S1230 and invite an influencer.

In the embodiment according to FIG. 15, it is assumed that the brand has selected the content purchase method from the content purchase method 440.

The influencer checks the content of the campaign and, in step S1230, proposes the content to the brand.

Step S1230 to step S1280 according to the embodiment disclosed in FIG. 15 are step S1130 according to the embodiment disclosed in FIG. 14 except that the influencer contracting steps according to steps S1110 and S1120 shown in FIG. 14 are omitted. The contents described in connection with steps S1180 to S1180 are similarly applied.

Hereinafter, differences between steps S1130 to S1180 according to the embodiment disclosed in FIG. 14 and steps S1230 to S1280 according to the embodiment disclosed in FIG. 15 will be described. Contents omitted with respect to steps S1230 to S1280 according to the embodiment disclosed in FIG. 15 may be applied to the descriptions of steps S1130 to S1180 according to the embodiment disclosed in FIG. 14.

The influencer may check the content purchase price and the possibility of proposing a purchase price according to the platform included in the campaign, and may choose to participate in one or more platforms. Influencers can accept or propose a purchase price for each platform that they choose to participate in, provide content, introduce the content of the proposed content, enter information on whether to add hashtags and locations, and propose content to the brand. .

Hereinafter, for steps S1235 to S1280, the contents described for steps S1130 to S1180 according to the embodiment disclosed in FIG. 14 may be applied as they are.

In the case of the influencer contract method according to FIG. 14, content purchase is processed according to the initially contracted content (purchase amount) even when a plurality of content is proposed, and in the case of the content purchase method according to FIG. 15, each proposed content There is a difference in which the purchase amount is proposed and determined.

The server 100 may measure the performance of the purchased content, quantitatively calculate the performance, and provide it to the brand. Likewise, the server 100 may evaluate each brand and influencer according to the calculated cumulative performance, and provide the evaluation result to each other.

In particular, the server 100 calculates the performance according to a predetermined criterion using a predetermined index, evaluates influencers using the calculated index, or determines a ranking to provide information on influencers to the brand. Can provide.

For example, the number of hashtags included in a post uploaded by an influencer may be used as an index. The more brand-related or brand-designated hashtags, the better, but the fewer personal hashtags that are not related to the brand or unnecessary, the better the evaluation can be.

In addition, the server 100 may determine performance using various means and manage the ranking of influencers.

14 to 16, a series of processes in which a brand and an influencer exchange information with each other, provide campaign information, generate and inspect branded content, and execute an advertisement are illustrated.

The flow charts illustrated in FIGS. 14 to 16 may be reconstructed as a user interface and provided to brands and influencers. For example, a screen showing the entire process may be provided to brands and influencers, and the current brand and influencer locations are displayed on the screen during the process so that the user can easily grasp the progress. .

Depending on the embodiment, the displayed user interface does not include the entire process, but only certain steps (e.g., three steps including the current step and one step before and after) where the current user (brand and influencer) is located. By creating and providing the included user interface, the user can clearly grasp the current location, and the next step to be performed can be easily grasped.

Depending on the embodiment, the steps included in the displayed user interface are not only those shown in FIGS. 14 to 16, but also at least some of the steps included in FIGS. 14 to 16 It can also be provided through an interface.

When the user selects each displayed step, the server may provide a detailed description and guide for the step to the user, but is not limited thereto.

17 is a block diagram of an apparatus according to an exemplary embodiment.

The processor 102 may include one or more cores (not shown) and a graphic processing unit (not shown) and/or a connection path (eg, a bus) for transmitting and receiving signals with other components. .

The processor 102 according to an embodiment performs the method described with reference to FIGS. 1 to 15 by executing one or more instructions stored in the memory 104.

Meanwhile, the processor 102 temporarily and/or permanently stores a signal (or data) processed inside the processor 102, a RAM (Random Access Memory, not shown) and a ROM (Read-Only Memory). , Not shown) may further include. In addition, the processor 102 may be implemented in the form of a system on chip (SoC) including at least one of a graphic processing unit, RAM, and ROM.

The memory 104 may store programs (one or more instructions) for processing and controlling the processor 102. Programs stored in the memory 104 may be divided into a plurality of modules according to functions.

The steps of a method or algorithm described in connection with an embodiment of the present invention may be implemented directly in hardware, implemented as a software module executed by hardware, or a combination thereof. The software module includes Random Access Memory (RAM), Read Only Memory (ROM), Erasable Programmable ROM (EPROM), Electrically Erasable Programmable ROM (EEPROM), Flash Memory, hard disk, removable disk, CD-ROM, or It may reside on any type of computer-readable recording medium well known in the art to which the present invention pertains.

Components of the present invention may be implemented as a program (or application) and stored in a medium in order to be combined with a computer as hardware to be executed. Components of the present invention may be implemented as software programming or software elements, and similarly, embodiments include various algorithms implemented with a combination of data structures, processes, routines or other programming elements, including C, C++ , Java, assembler, etc. may be implemented in a programming or scripting language. Functional aspects can be implemented with an algorithm running on one or more processors.

In the above, embodiments of the present invention have been described with reference to the accompanying drawings, but those of ordinary skill in the art to which the present invention pertains can be implemented in other specific forms without changing the technical spirit or essential features. You can understand. Therefore, the embodiments described above are illustrative in all respects, and should be understood as non-limiting.

Claims

In the method performed by a computer,

Receiving information on the campaign from the brand (S110);

Generating a campaign including information on the received campaign (S120);

Determining an influencer who will perform the generated campaign (S130);

Acquiring address information of the branded content uploaded by the influencer according to the campaign (S140);

Collecting information on branded content uploaded by the influencer (S150); And

Determining the performance of the branded content uploaded by the influencer based on the information collected in the step S150 (S160); Containing,

How to manage the performance of your branded content.
The method of claim 1,

The step (S140),

Obtaining address information of one or more branded content uploaded by the influencer to one or more SNS (Social Network Service) (S210); Including,

The step (S150),

Collecting information on each of the one or more branded contents uploaded to the one or more SNS (S220); Including,

The step (S160),

Generating a campaign execution result for each of the one or more SNSs by the influencer (S230); And

Storing the campaign execution result generated in the step S230 in a storage space matched with the influencer (S240); Containing,

How to manage the performance of your branded content.
The method of claim 2,

The step (S240),

Obtaining information on a new SNS (S310);

Allocating at least a portion of the storage space matched with the influencer to the new SNS (S320);

Generating a campaign execution result for the new SNS by the influencer (S330) and

Storing (S340) the campaign execution result generated in the step (S330) in the space allocated in the step (S320); Containing,

How to manage the performance of your branded content.
The method of claim 1,

The step (S160),

Determining the exposure performance of the branded content (S410); And

Determining a purchase conversion performance of the branded content (S420); Containing,

How to manage the performance of your branded content.
The method of claim 1,

The step (S150),

Determining a URL associated with a page for collecting information on one or more branded content (S510);

Generating one or more shortened URLs corresponding to the determined URL, wherein the one or more shortened URLs are connected to the page (S520);

Allocating the one or more shortened URLs to one or more branded content, respectively (S530);

Monitoring the inflow of the page, but obtaining information on the shortened URL corresponding to each inflow (S540); And

Acquiring (S550) information on branded content corresponding to each inflow to the page, based on the information obtained in the step (S540); Containing,

How to manage the performance of your branded content.
The method of claim 5,

The step (S550),

Measuring the performance of each of the one or more branded contents based on the information obtained in the step S550 (S610); And

Determining a type of influencer who uploaded each of the one or more branded contents based on the performance of each of the one or more branded contents (S620); Further comprising,

How to manage the performance of your branded content.
The method of claim 1,

The step (S150),

Generating a page providing coupon information (S710);

Generating coupon information (S720);

Providing the generated coupon information on the page (S730);

Storing inflow path information corresponding to the provided coupon information in a database (S740);

Obtaining coupon usage information (S750); And

Obtaining information on branded content corresponding to the used coupon based on the information stored in the database (S760); Further comprising,

How to manage the performance of your branded content.
The method of claim 1,

The step (S150),

Checking whether the uploaded branded content is publicly posted (S810);

If it is determined that the uploaded branded content has not been publicly posted before the campaign ends, the influencer determines that the campaign has failed (S820); And

If it is determined that the uploaded branded content has not been publicly posted after the campaign ends, reflecting the uploaded branded content in the evaluation of the influencer (S830); Containing,

How to manage the performance of your branded content.
A memory for storing one or more instructions; And

And a processor that executes the one or more instructions stored in the memory,

The processor executes the one or more instructions,

An apparatus for performing the method of claim 1.
A computer program combined with a computer as hardware and stored in a recording medium readable by a computer to perform the method of claim 1.