Method and apparatus for social network marketing with brand referral
First Claim
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1. A method comprising:
- accessing, using a computing device, a datastore to obtain a plurality of attributes of a network user, a plurality of attributes of an advocate of consumption of objects on the network, and attributes of a plurality of objects of potential interest to the network user;
for each of the plurality of objects;
determining, by the computing device, utilizing the plurality of attributes of the network user, the plurality of attributes of the advocate, and the attributes of the plurality of objects;
a respective first score reflecting social knowledge the network user and the advocate have of one another and social connections between the network user and the advocate,a respective second score reflecting knowledge the network user has of the respective object and the network user'"'"'s purchasing behavior with respect to the respective object,a respective third score reflecting knowledge the advocate has of the respective object and a connection between the advocate and the respective object,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, using the computing device, the plurality of objects using the respective net value of marketing advocacy of each of the plurality of objects; and
facilitating, using the computing device, communication between the advocate and the network user concerning one of the plurality of objects with a largest net marketing value.
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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 goods likely to be benefit from the marketing scheme 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.
400 Citations
12 Claims
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1. A method comprising:
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accessing, using a computing device, a datastore to obtain a plurality of attributes of a network user, a plurality of attributes of an advocate of consumption of objects on the network, and attributes of a plurality of objects of potential interest to the network user; for each of the plurality of objects; determining, by the computing device, utilizing the plurality of attributes of the network user, the plurality of attributes of the advocate, and the attributes of the plurality of objects; a respective first score reflecting social knowledge the network user and the advocate have of one another and social connections between the network user and the advocate, a respective second score reflecting knowledge the network user has of the respective object and the network user'"'"'s purchasing behavior with respect to the respective object, a respective third score reflecting knowledge the advocate has of the respective object and a connection between the advocate and the respective object, 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, using the computing device, the plurality of objects using the respective net value of marketing advocacy of each of the plurality of objects; and facilitating, using the computing device, communication between the advocate and the network user concerning one of the plurality of objects with a largest net marketing value. - 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; data store accessing logic executed by the processor for accessing a datastore to obtain a plurality of attributes of a network user, a plurality of attributes of an advocate of consumption of objects on the network, and attributes of a plurality of objects of potential interest to the network user; advocacy value determining logic executed by the processor that, for each of the plurality of objects, determines, utilizing the plurality of attributes of the network user, the plurality of attributes of the advocate, and the attributes of the plurality of objects, a respective first score reflecting social knowledge the network user and the advocate have of one another and social connections between the network user and the advocate, a respective second score reflecting knowledge the network user has of the respective object and the network user'"'"'s purchasing behavior with respect to the respective object, a respective third score reflecting knowledge the advocate has of the respective object and a connection between the advocate and the respective object, 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 objects using the respective net value of marketing advocacy of each of the plurality of objects; and communication logic executed by the processor for facilitating communication between the advocate and the network user concerning one of the plurality of objects with a largest net marketing value. - View Dependent Claims (8, 9, 10, 11, 12)
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Specification