Systems and methods for the identification, recruitment, and enrollment of influential members of social groups

• US 20080140506A1
• Filed: 12/08/2006
• Published: 06/12/2008
• Est. Priority Date: 12/08/2006
• Status: Abandoned Application

• Current Assignee: The Procter & Gamble Company
• Original Assignee: The Procter & Gamble Company
• Inventors: Levin, Steve, Zurek, Janelle Hansen, Christianson, Alfred
• Application Number:
  US11/636,109
• Publication Number:
  US 20080140506A1
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0215 Including financial accounts
• CPC Class Codes: G06Q 30/0245 Surveys

Abstract

Systems and methods for the identification, recruitment, enrollment, and scoring of influential members of social groups are provided. One or more consumer events is monitored and analyzed by an event server. Data from these consumer events is then passed through standard and custom event models. Using these event models, a holistic social networking score is computed for each consumer using a set of standard and custom scoring rules. The holistic score may be used to compare individual consumers within a target market group and create a consumer marketing panel with a high degree of social networking value. The consumer marketing panels may then be segmented and used in various marketing campaigns. Value assessments for consumers may be validated and refined continuously or periodically using participation data from a series of artificial or actual marketing campaign events.

Claims

1. A method for identifying influential members of social groups, the method comprising:

collecting consumer data from at least one consumer over at least one channel;

analyzing the collected consumer data for at least one social networking metric;

computing at least one social networking score for the at least one consumer based at least in part on the collected consumer data; and

refining the at least one social networking score, wherein refining the at least one social networking score comprises sending an invitation to participate in at least one marketing event to the at least one consumer.

2. The method of claim 1 further comprising monitoring the participation of the at least one consumer in the at least one marketing event.

3. The method of claim 2 wherein monitoring the participation of the at least one consumer in the at least one marketing event comprises computing the time between when the marketing event notification was sent to the at least one consumer and when the event notification was accessed.

4. The method of claim 2 wherein monitoring the participation of the at least one consumer in the at least one marketing event comprises computing the time between when the event notification was accessed and when the marketing event was started.

5. The method of claim 2 wherein monitoring the participation of the at least one consumer in the at least one marketing event comprises computing the time between when the marketing event was started and when the marketing event was finished.

6. The method of claim 1 wherein collecting consumer data from the at least one consumer over at least one channel comprises receiving consumer responses to at least one survey question.

7. The method of claim 6 wherein the at least one survey question comprises an online survey.

8. The method of claim 1 wherein analyzing the collected consumer data comprises determining if the at least one consumer fails to meet a predefined consumer threshold criteria.

9. The method of claim 8 wherein the predefined consumer threshold criteria is selected from the group consisting of a minimum age, a maximum age, a minimum income, a maximum income, a minimum family size, a maximum family size, a particular ethnicity, a particular sex, a particular geographic region of residence, and certain consumer habits.

10. The method of claim 1 wherein computing at least one score for the at least one consumer comprises computing at least one score for each of the social networking metrics of diffusion, participation, longevity, and recency.

11. The method of claim 10 wherein computing at least one score for the at least one consumer comprises creating a composite score from the diffusion, participation, longevity, and recency scores.

12. The method of claim 1 wherein sending an invitation to participate in at least one marketing event comprises sending at least one invitation to participate in an artificial marketing event pertaining to a mock product or service.

13. The method of claim 1 wherein sending an invitation to participate in at least one marketing event comprises sending at least one marketing event invitation on a periodic basis.

14. The method of claim 1 wherein the at least one consumer comprises a group of more than one consumer, the method further comprising:

receiving an indication of a specific population within the group;

creating a consumer marketing panel based on the received indication of the specific population; and

outputting an identification of the consumer marketing panel to a third-party marketer.

15. The method of claim 1 wherein at least one of the at least one channel is selected from the group consisting of email, Internet websites, client-server applications, peer-to-peer applications, instant messages, telephony services, direct mail, interactive television, interactive kiosks, and human or computer-aided interviews.

16. The method of claim 1 further comprising outputting the at least one social networking score to a marketer for use in creating a consumer marketing panel after refining the at least one social networking score.

17. A system for identifying influential members of social groups, the system comprising:

an acquire server configured to;

collect consumer data from at least one consumer over at least one channel; and

analyze the collected consumer data for at least one social networking metric;

and

an event server with a scoring engine configured to;

compute at least one social networking score for the at least one consumer based at least in part on the collected consumer data; and

refine the at least one social networking score by sending at least one marketing event invitation to the at least one consumer.

18. The system of claim 17 wherein at least one of the at least one channel is selected from the group consisting of email, Internet websites, client-server applications, peer-to-peer applications, instant messages, telephony services, direct mail, interactive television, interactive kiosks, and human or computer-aided interviews.

19. The system of claim 17 wherein the scoring engine is configured to compute at least one score for each of the social networking metrics of diffusion, participation, longevity, and recency.

20. The system of claim 17 wherein the event server is further configured to output the at least one social networking score to a marketer for use in creating a consumer marketing panel after refining the at least one social networking score.