INCENTIVE OPTIMIZATION FOR SOCIAL MEDIA MARKETING CAMPAIGNS

• US 20130085838A1
• Filed: 10/04/2011
• Published: 04/04/2013
• Est. Priority Date: 10/04/2011
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Tennenholtz, Moshe, Neystadt, Eugene (John), Karidi, Ron, Varshavsky, Roy
• Application Number:
  US13/252,210
• Publication Number:
  US 20130085838A1
• Time in Patent Office: Days
• US Class Current: 705/14.41
• CPC Class Codes: G06Q 10/04 Forecasting or optimisation specially adapted for administrative or management purposes, e.g. linear programming or "cutting stock problem" market predictions or forecasting for commercial activities G06Q30/0202
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 50/01 Social networking

Abstract

A social marketing system may have an incentive system that may be optimized dynamically for each user during the course of a marketing campaign. The social marketing system may use a simulated model of social interactions to predict the performance of a marketing campaign and may use the output of the simulation to adjust incentives during a campaign for various users, as well as use the actual results of changes in incentives as feedback to the simulation. The simulation may assume several different types of users within the social network and that several types of financial and non-financial incentives may be applied to different users. Some embodiments may use machine learning algorithms to analyze actual results and feed those results into the simulation. The system may be able to categorize users into the simulated types and adjust incentives according to the models associated with those types of users.

Claims

1. A system comprising:

a social marketing simulator operable on at least one processor, said social marketing simulator that;

models a social marketing campaign using a plurality of user types, each of said user types having different incentives;

generates predicted results for said social marketing campaign based on predicted actions performed by users in said social marketing campaign;

a social marketing campaign manager that;

creates a marketing campaign for a product, said marketing campaign comprising a website for said product and traceable links to said website, said marketing campaign further comprising incentives for users to engage said marketing campaign;

causes said marketing campaign to be started in a social network;

determines results for said marketing campaign based on said incentives; and

updates said social marketing simulator with said results.

2. The system of claim 1, said social marketing campaign manager that further:

tracks a first interaction with a first user, said first interaction having a first incentive for said first user and generating a first result;

changes said first incentive to a second incentive, and tracks a second interaction with said first user, said second interaction using said second incentive and generating a second result.

3. The system of claim 2, said social marketing campaign manager that further:

updates said social marketing simulator with said first result and said second result.

4. The system of claim 3, said social marketing simulator that further:

determines an optimized incentive for said first user based at least in part on said first result and said second result; and

communicates said optimized incentive to said social marketing manager;

said social marketing manager that updates said first user to use said optimized incentive.

5. The system of claim 4, said social marketing simulator that models said social marketing campaign using a directed graph depicting influence for a user on other users.

6. The system of claim 5, said types of users comprising mavens and influencers.

7. The system of claim 6, said incentives comprising financial and non-financial incentives.

8. The system of claim 7, said non-financial incentives comprising reputation incentives.

9. The system of claim 7, said non-financial incentives comprising access to new products.

10. The system of claim 7, said financial incentives comprising distributing a fixed amount of money among a plurality of social network users associated with a sale.

11. The system of claim 10, said distributing being an unequal distribution among said plurality of social network users.

12. The system of claim 6, at least one user being both a maven and an influencer.

13. A method performed on at least one computer processor, said method comprising:

creating a marketing campaign comprising a target website and a plurality of links to said target website, said marketing campaign further comprising a first set of incentives for said users to propagate said marketing campaign within an online social network;

distributing said links to a group of users, said users being members of said online social network;

generating a predicted distribution pattern for said marketing campaign by simulating said marketing campaign using a model comprising incentives for said users to propagate said marketing campaign in said social network;

monitoring distribution of said marketing campaign within said online social network to generate actual distribution results;

comparing said actual distribution results to said predicted distribution pattern and generating a second set of incentives for said marketing campaign; and

changing said first set of incentives to said second set of incentives for said marketing campaign.

14. The method of claim 13, said incentives comprising a quota defining a limited number of communications a user may make regarding said marketing campaign.

15. The method of claim 14, said communications being coupons usable by the persons receiving said coupons.

16. The method of claim 13, said first set of incentives comprising a financial reward for a first user, said second set of incentives comprising a non-financial reward for said first user.

17. The method of claim 13 further comprising:

identifying a first user prior to said marketing campaign as a first user type;

after said comparing said actual distribution results to said predicted distribution pattern, identifying said first user as a second user type.

18. A system comprising:

a social marketing simulator executing a social distribution model for an advertising campaign;

said social distribution model comprising a set of directed nodes modeling influence of user towards other users, said model further comprising a probability of recommending for each user towards other users, said probability having an incentive as an input to said probability, said model further comprising types of users and a set of incentives and probability of recommending based on each of said types of users;

a user database comprising actual users, said actual users being assigned at least one of said types of users;

a social marketing campaign manager that;

creates a marketing campaign for a product, said marketing campaign defining an initial set of incentives for said types of users;

transmits said initial set of incentives to said social marketing simulator to simulate said social marketing campaign and to return a first optimized set of incentives; and

launching said marketing campaign using said first optimized set of incentives.

19. The system of claim 18, said social marketing campaign manager that further:

tracks results of said marketing campaign with said first optimized set of incentives and transmits said results to said social marketing simulator;

said social marketing simulator that compares said results with predicted results using said first optimized set of incentives to create a second optimized set of incentives based on said results;

said social marketing campaign manager that implements said second optimized set of incentives in said marketing campaign.

20. The system of claim 19, said social marketing campaign manager determining that a first user in said first database is a new type after receiving said results, and changing said first user in said first database to said new type.