Social behavioral targeting based on influence in a social network

• US 20090319359A1
• Filed: 10/21/2008
• Published: 12/24/2009
• Est. Priority Date: 06/18/2008
• Status: Abandoned Application

• Current Assignee: Invent.ly LLC
• Original Assignee: Vyrl MKT., Inc.
• Inventors: Brown, Stephen J., Wayman, Mark, Soza, Harry Raymond
• Application Number:
  US12/288,614
• Publication Number:
  US 20090319359A1
• Time in Patent Office: Days
• US Class Current: 705/14.250
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0204 Market segmentation
• CPC Class Codes: G06Q 30/0224 based on user history
• CPC Class Codes: G06Q 30/0245 Surveys
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 50/01 Social networking

Abstract

Behavioral targeting to push promotional offers to members of a social network is provided. The selection and redemption of promotional offers can increase by providing members of a social network with relevant and high value offers. In addition, marketing campaigns can increase their effectiveness with knowledge and identification of members having a high degree of influence on other members. A member'"'"'s measure of influence is determined by characterizations of the member'"'"'s friends based on monitored actions of the friends. In other words, relevant promotional offers can be targeted to a consumer based indirectly on the actions of the friends of the consumer in addition to the direct behavior of the consumer himself. The actions and behavior of a consumer and his or her friends can be tracked within the social network setting. Pushing relevant and high value offers enables rapid and viral spread of offers.

Claims

1. A method of pushing promotional offers to a member of a computer-implemented social network based on behavior of friends of said member, said method comprising:

(a) monitoring one or more actions of multiple friends of said member of said computer-implemented social network, wherein each of said friends of said member has a pre-existing relationship with said member;

(b) characterizing at least one of said friends of said member based on said one or more monitored actions of said friends, wherein said characterizing is with respect to one or more domains;

(c) determining a measure of influence of said member with respect to one or more of said domains, wherein said measure of influence is at least partially based on said characterizing of said friends of said member;

(d) having a plurality of promotional offers, wherein each of said promotional offers is associated with one or more of said domains; and

(e) pushing at least one of said promotional offers to said member based on said measure of influence of said member and said domain associated with said pushed promotional offer.

2. The method as set forth in claim 1, wherein said monitored actions of said friends of said member comprises an acceptance of promotional offers, a referral of promotional offers, a redemption of promotional offers, a frequency of receiving promotional offers, a frequency of referring promotional offers, a stated interest of promotional offers, a stated interest, or any combination thereof.

3. The method as set forth in claim 1, further comprising determining a value of said promotional offer pushed to said member, wherein said value determining is based at least partially on said measure of influence of said member.

4. The method as set forth in claim 1, further comprising providing a refer function for allowing said member to refer said pushed promotional offer to said friends of said member.

5. The method as set forth in claim 4, further comprising determining a value of said promotional offer pushed to said member, wherein said value determining is based at least partially on a number of said referrals by said member.

6. The method as set forth in claim 1, further comprising maintaining a record of said friends of said member, wherein said record comprises an identifier for each of said friends and said monitored actions of each of said friends.

7. The method as set forth in claim 1, further comprising providing a survey to said member, wherein said survey is related to an interest of said member, an interest of said friends of said member, a usage pattern of said member, a usage pattern of one or more of said friends of said member, or any combination thereof.

8. The method as set forth in claim 7, further comprising:

(f) determining a relevant domain for said member based on said survey;

(g) selecting a second promotional offer to push to said member of said social network, wherein said selecting said second promotional offer is based on said relevant domain of said member; and

(h) pushing said second promotional offer to said member.

9. The method as set forth in claim 1, wherein said promotional offer pushed to said member includes an identifier associated with one of said friends of said member, and wherein said identifier comprises text, an audio clip, a visual graphic, an audio-visual clip, or any combination thereof.

10. The method as set forth in claim 1, wherein said promotional offers are directed to a product or a service of one or more sponsors, and wherein said plurality of promotional offers comprises a discount, a coupon, an advertisement, a voucher, an incentive to purchase, a ticket, an access pass, or any combination thereof.

11. The method as set forth in claim 1, further comprising tracking behavior of one of said members of said social network, wherein said measure of influence of the same of said members is at least partially based on said tracked behavior of the same of said members.

12. The method as set forth in claim 1, wherein said relationship between said member and each of said friends of said member is bidirectional, wherein said member can refer said promotional offers to said friends of said member, and wherein said member can receive said promotional offers referred by at least one of said friends of said member.

13. A system for measuring influence and pushing promotional offers, said system comprising:

(a) a computer-implemented social network of a plurality of members, wherein each of said members of said social network has one or more friends;

(b) a monitor function for monitoring actions of said friends of one or more of said members;

(c) a characterize function for characterizing at least one of said friends of one or more of said members based on said one or more monitored actions of said friends, wherein said characterizing is with respect to one or more domains;

(d) an influence function for determining a measure of influence of each of said members with said monitored friends, wherein said measure of influence is with respect to one or more of said domains, and wherein said measure of influence is at least partially based on said characterizing of said friends of the same of said members;

(e) a plurality of promotional offers, wherein each of said promotional offers is associated with one or more of said domains; and

(f) an offer function for pushing at least one of said promotional offers to be received by at least one of said members, wherein said pushed promotional offers are based on said measure of influence of each of said receiving members and said domains associated with said pushed promotional offers.

14. The system as set forth in claim 13, wherein said monitored actions of said friends of said member comprises an acceptance of promotional offers, a referral of promotional offers, a redemption of promotional offers, a frequency of receiving promotional offers, a frequency of referring promotional offers, a stated interest of promotional offers, a stated interest, or any combination thereof.

15. The system as set forth in claim 13, wherein a value of one of said promotional offers pushed to one of said members is based at least partially on said measure of influence of the same of said members.

16. The system as set forth in claim 13, further comprising a refer function for allowing one of said members to refer at least one of said pushed promotional offers to said friends of the same of said members.

17. The system as set forth in claim 13, further comprising a database for storing a record of said friends of each of said members, wherein said record comprises an identifier for each of said friends of the same of said members and said monitored actions of each of said friends of the same of said members.

18. The system as set forth in claim 13, further comprising a survey function for providing one or more surveys to some of said members of said computer-implemented social network, wherein said surveys are related to an interest of said member, an interest of said friends of said member, a usage pattern of said surveyed members, a usage pattern of one or more of said friends of said surveyed members, or any combination thereof.

19. The system as set forth in claim 18, wherein said offer function:

determines a relevant domain for said member based on said survey;

selects a second promotional offer to push to said member of said social network, wherein said selecting said second promotional offer is based on said relevant domain of said member; and

pushes said second promotional offer to said member.

20. The system as set forth in claim 13, wherein one of said promotional offers pushed to one of said members includes an identifier associated with one of said friends of the same of said members, and wherein said identifier comprises text, an audio clip, a visual graphic, an audio-visual clip, or any combination thereof.