Method and apparatus for social network marketing with consumer referral
First Claim
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1. A method comprising:
- accessing, by a computing device, a datastore to obtain a plurality of attributes of a marketed object, a plurality of attributes of an advocate of consumption of the marketed object, and attributes of a plurality of network users;
for each of the plurality of network users;
determining, by the computing device, utilizing the plurality of attributes of the marketed object, the plurality of attributes of the advocate, and the attributes of the plurality of network users,a respective first score reflecting social knowledge the respective network user and the advocate have of one another and social connections between the respective network user and the advocate,a respective second score reflecting knowledge the respective network user has of the marketed object and the respective network user'"'"'s purchasing behavior with respect to the marketed object,a respective third score reflecting knowledge the advocate has of the marketed object and a connection between the advocate and the marketed object, anda respective net value of marketing advocacy reflecting a combination of the first score, the second score and the third score, wherein each of the respective scores is weighted by a respective weighting factor;
sorting, by the computing device, the plurality of network users using the respective net value of marketing advocacy of each respective network user; and
facilitating, by the computing device, communication between the advocate and one of the plurality of network users with a largest net value of marketing advocacy.
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Abstract
A service provider facilitates consumption of goods, brands, or services on an interactive network using characterizations of consumers, behavior, brands, consumable goods, advertisers, and advocates to determine a three-way match between a consumable good, a consumer, and an advocate. The matching method determines one or more likely consumers by maximizing the estimated contextual value of personalized advocacy. Further, the service provider captures the value of the personalized advocacy in each match, and distributes that value in the form of various marketing incentives.
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Citations
12 Claims
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1. A method comprising:
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accessing, by a computing device, a datastore to obtain a plurality of attributes of a marketed object, a plurality of attributes of an advocate of consumption of the marketed object, and attributes of a plurality of network users; for each of the plurality of network users; determining, by the computing device, utilizing the plurality of attributes of the marketed object, the plurality of attributes of the advocate, and the attributes of the plurality of network users, a respective first score reflecting social knowledge the respective network user and the advocate have of one another and social connections between the respective network user and the advocate, a respective second score reflecting knowledge the respective network user has of the marketed object and the respective network user'"'"'s purchasing behavior with respect to the marketed object, a respective third score reflecting knowledge the advocate has of the marketed object and a connection between the advocate and the marketed object, and a respective net value of marketing advocacy reflecting a combination of the first score, the second score and the third score, wherein each of the respective scores is weighted by a respective weighting factor; sorting, by the computing device, the plurality of network users using the respective net value of marketing advocacy of each respective network user; and facilitating, by the computing device, communication between the advocate and one of the plurality of network users with a largest net value of marketing advocacy. - View Dependent Claims (2, 3, 4, 5, 6)
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7. An apparatus comprising:
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a processor; a storage medium for tangibly storing thereon program logic for execution by the processor, the program logic comprising; datastore accessing logic executed by the processor for accessing a datastore to obtain a plurality of attributes of a marketed object, a plurality of attributes of an advocate of consumption of the marketed object, and attributes of a plurality of network users; advocacy value determining logic executed by the processor that for each of the plurality of network users, determines, utilizing the plurality of attributes of the marketed object, the plurality of attributes of the advocate, and the attributes of the plurality of network users, a respective first score reflecting social knowledge the respective network user and the advocate have of one another and social connections between the respective network user and the advocate, a respective second score reflecting knowledge the respective network user has of the marketed object and the respective network user'"'"'s purchasing behavior with respect to the marketed object, a respective third score reflecting knowledge the advocate has of the marketed object and a connection between the advocate and the marketed object, and a respective net value of marketing advocacy reflecting a combination of the first score, the second score and the third score, wherein each of the respective scores is weighted by a respective weighting factor; sorting logic executed by the processor for sorting the plurality of network users using the respective net value of marketing advocacy of each respective network user; and communication logic executed by the processor for facilitating communication between the advocate and one of the plurality of network users with a largest net value of marketing advocacy. - View Dependent Claims (8, 9, 10, 11, 12)
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Specification