Patent Application
20200111129
Social media are computer-mediated technologies that facilitate the creation and sharing of information, ideas, career interests and other forms of expression via virtual communities and social networking services. Users typically access social media services via web-based technologies on desktops and laptops, or download services that offer social media functionality to their mobile devices (e.g., smartphones and tablets).
When engaging with these services, users create highly interactive platforms through which individuals, communities, and organizations share, co-create, discuss, and modify user-generated content or pre-made content posted online. Some social media sites have a greater potential for posted content to spread “virally” over social networks. In a social media context, content or websites that are “viral” (or which “go viral”) are those with a greater likelihood that users reshare content posted by another user to their own social network, leading to further sharing.
Given the growing popularity of social media outlets and the marketing potential of users with the most followers, businesses benefit from leveraging the social media outlets to advertise their products and/or services. A challenge found, however, is that businesses do not have a mechanism that identifies criteria that leads to viral messages and, in turn, advertising exposure to a large number of individuals.
According to one embodiment of the present disclosure, an approach is provided in which an information handling system creates a class model of a user based on analyzing a set of social media data corresponding to the user and extracted from a social media network. Next, the information handling system matches the class model to a set of product data corresponding to a product. Then, in response to matching the class model to the set of product data, the information handling system sends a request to the user to promote the business on the social media network.
The foregoing is a summary and thus contains, by necessity, simplifications, generalizations, and omissions of detail; consequently, those skilled in the art will appreciate that the summary is illustrative only and is not intended to be in any way limiting. Other aspects, inventive features, and advantages of the present disclosure, as defined solely by the claims, will become apparent in the non-limiting detailed description set forth below.
The present disclosure may be better understood, and its numerous objects, features, and advantages made apparent to those skilled in the art by referencing the accompanying drawings, wherein:
The terminology used herein is for the purpose of describing particular embodiments only and is not intended to be limiting of the disclosure. As used herein, the singular forms “a”, “an” and “the” are intended to include the plural forms as well, unless the context clearly indicates otherwise. It will be further understood that the terms “comprises” and/or “comprising,” when used in this specification, specify the presence of stated features, integers, steps, operations, elements, and/or components, but do not preclude the presence or addition of one or more other features, integers, steps, operations, elements, components, and/or groups thereof.
The corresponding structures, materials, acts, and equivalents of all means or step plus function elements in the claims below are intended to include any structure, material, or act for performing the function in combination with other claimed elements as specifically claimed. The description of the present disclosure has been presented for purposes of illustration and description, but is not intended to be exhaustive or limited to the disclosure in the form disclosed. Many modifications and variations will be apparent to those of ordinary skill in the art without departing from the scope and spirit of the disclosure. The embodiment was chosen and described in order to best explain the principles of the disclosure and the practical application, and to enable others of ordinary skill in the art to understand the disclosure for various embodiments with various modifications as are suited to the particular use contemplated.
The present invention may be a system, a method, and/or a computer program product. The computer program product may include a computer readable storage medium (or media) having computer readable program instructions thereon for causing a processor to carry out aspects of the present invention.
The computer readable storage medium can be a tangible device that can retain and store instructions for use by an instruction execution device. The computer readable storage medium may be, for example, but is not limited to, an electronic storage device, a magnetic storage device, an optical storage device, an electromagnetic storage device, a semiconductor storage device, or any suitable combination of the foregoing. A non-exhaustive list of more specific examples of the computer readable storage medium includes the following: a portable computer diskette, a hard disk, a random access memory (RAM), a read-only memory (ROM), an erasable programmable read-only memory (EPROM or Flash memory), a static random access memory (SRAM), a portable compact disc read-only memory (CD-ROM), a digital versatile disk (DVD), a memory stick, a floppy disk, a mechanically encoded device such as punch-cards or raised structures in a groove having instructions recorded thereon, and any suitable combination of the foregoing. A computer readable storage medium, as used herein, is not to be construed as being transitory signals per se, such as radio waves or other freely propagating electromagnetic waves, electromagnetic waves propagating through a waveguide or other transmission media (e.g., light pulses passing through a fiber-optic cable), or electrical signals transmitted through a wire.
Computer readable program instructions described herein can be downloaded to respective computing/processing devices from a computer readable storage medium or to an external computer or external storage device via a network, for example, the Internet, a local area network, a wide area network and/or a wireless network. The network may comprise copper transmission cables, optical transmission fibers, wireless transmission, routers, firewalls, switches, gateway computers and/or edge servers. A network adapter card or network interface in each computing/processing device receives computer readable program instructions from the network and forwards the computer readable program instructions for storage in a computer readable storage medium within the respective computing/processing device.
Computer readable program instructions for carrying out operations of the present invention may be assembler instructions, instruction-set-architecture (ISA) instructions, machine instructions, machine dependent instructions, microcode, firmware instructions, state-setting data, or either source code or object code written in any combination of one or more programming languages, including an object oriented programming language such as Smalltalk, C++ or the like, and conventional procedural programming languages, such as the “C” programming language or similar programming languages. The computer readable program instructions may execute entirely on the user's computer, partly on the user's computer, as a stand-alone software package, partly on the user's computer and partly on a remote computer or entirely on the remote computer or server. In the latter scenario, the remote computer may be connected to the user's computer through any type of network, including a local area network (LAN) or a wide area network (WAN), or the connection may be made to an external computer (for example, through the Internet using an Internet Service Provider). In some embodiments, electronic circuitry including, for example, programmable logic circuitry, field-programmable gate arrays (FPGA), or programmable logic arrays (PLA) may execute the computer readable program instructions by utilizing state information of the computer readable program instructions to personalize the electronic circuitry, in order to perform aspects of the present invention.
Aspects of the present invention are described herein with reference to flowchart illustrations and/or block diagrams of methods, apparatus (systems), and computer program products according to embodiments of the invention. It will be understood that each block of the flowchart illustrations and/or block diagrams, and combinations of blocks in the flowchart illustrations and/or block diagrams, can be implemented by computer readable program instructions.
These computer readable program instructions may be provided to a processor of a general purpose computer, special purpose computer, or other programmable data processing apparatus to produce a machine, such that the instructions, which execute via the processor of the computer or other programmable data processing apparatus, create means for implementing the functions/acts specified in the flowchart and/or block diagram block or blocks. These computer readable program instructions may also be stored in a computer readable storage medium that can direct a computer, a programmable data processing apparatus, and/or other devices to function in a particular manner, such that the computer readable storage medium having instructions stored therein comprises an article of manufacture including instructions which implement aspects of the function/act specified in the flowchart and/or block diagram block or blocks.
The computer readable program instructions may also be loaded onto a computer, other programmable data processing apparatus, or other device to cause a series of operational steps to be performed on the computer, other programmable apparatus or other device to produce a computer implemented process, such that the instructions which execute on the computer, other programmable apparatus, or other device implement the functions/acts specified in the flowchart and/or block diagram block or blocks.
The flowchart and block diagrams in the Figures illustrate the architecture, functionality, and operation of possible implementations of systems, methods, and computer program products according to various embodiments of the present invention. In this regard, each block in the flowchart or block diagrams may represent a module, segment, or portion of instructions, which comprises one or more executable instructions for implementing the specified logical function(s). In some alternative implementations, the functions noted in the block may occur out of the order noted in the figures. For example, two blocks shown in succession may, in fact, be executed substantially concurrently, or the blocks may sometimes be executed in the reverse order, depending upon the functionality involved. It will also be noted that each block of the block diagrams and/or flowchart illustration, and combinations of blocks in the block diagrams and/or flowchart illustration, can be implemented by special purpose hardware-based systems that perform the specified functions or acts or carry out combinations of special purpose hardware and computer instructions. The following detailed description will generally follow the summary of the disclosure, as set forth above, further explaining and expanding the definitions of the various aspects and embodiments of the disclosure as necessary.
Northbridge 115 and Southbridge 135 connect to each other using bus 119. In some embodiments, the bus is a Direct Media Interface (DMI) bus that transfers data at high speeds in each direction between Northbridge 115 and Southbridge 135. In some embodiments, a PCI bus connects the Northbridge and the Southbridge. Southbridge 135, also known as the Input/Output (I/O) Controller Hub (ICH) is a chip that generally implements capabilities that operate at slower speeds than the capabilities provided by the Northbridge. Southbridge 135 typically provides various busses used to connect various components. These busses include, for example, PCI and PCI Express busses, an ISA bus, a System Management Bus (SMBus or SMB), and/or a Low Pin Count (LPC) bus. The LPC bus often connects low-bandwidth devices, such as boot ROM 196 and “legacy” I/O devices (using a “super I/O” chip). The “legacy” I/O devices (198) can include, for example, serial and parallel ports, keyboard, mouse, and/or a floppy disk controller. Other components often included in Southbridge 135 include a Direct Memory Access (DMA) controller, a Programmable Interrupt Controller (PIC), and a storage device controller, which connects Southbridge 135 to nonvolatile storage device 185, such as a hard disk drive, using bus 184.
ExpressCard 155 is a slot that connects hot-pluggable devices to the information handling system. ExpressCard 155 supports both PCI Express and Universal Serial Bus (USB) connectivity as it connects to Southbridge 135 using both the USB and the PCI Express bus. Southbridge 135 includes USB Controller 140 that provides USB connectivity to devices that connect to the USB. These devices include webcam (camera) 150, infrared (IR) receiver 148, keyboard and trackpad 144, and Bluetooth device 146, which provides for wireless personal area networks (PANs). USB Controller 140 also provides USB connectivity to other miscellaneous USB connected devices 142, such as a mouse, removable nonvolatile storage device 145, modems, network cards, Integrated Services Digital Network (ISDN) connectors, fax, printers, USB hubs, and many other types of USB connected devices. While removable nonvolatile storage device 145 is shown as a USB-connected device, removable nonvolatile storage device 145 could be connected using a different interface, such as a Firewire interface, etcetera.
Wireless Local Area Network (LAN) device 175 connects to Southbridge 135 via the PCI or PCI Express bus 172. LAN device 175 typically implements one of the Institute of Electrical and Electronic Engineers (IEEE) 802.11 standards of over-the-air modulation techniques that all use the same protocol to wireless communicate between information handling system 100 and another computer system or device. Optical storage device 190 connects to Southbridge 135 using Serial Analog Telephone Adapter (ATA) (SATA) bus 188. Serial ATA adapters and devices communicate over a high-speed serial link. The Serial ATA bus also connects Southbridge 135 to other forms of storage devices, such as hard disk drives. Audio circuitry 160, such as a sound card, connects to Southbridge 135 via bus 158. Audio circuitry 160 also provides functionality associated with audio hardware such as audio line-in and optical digital audio in port 162, optical digital output and headphone jack 164, internal speakers 166, and internal microphone 168. Ethernet controller 170 connects to Southbridge 135 using a bus, such as the PCI or PCI Express bus. Ethernet controller 170 connects information handling system 100 to a computer network, such as a Local Area Network (LAN), the Internet, and other public and private computer networks.
While
In one embodiment, the information handling system accurately identifies traits to the user's popularity and correlates the traits with the appropriate product, services, etc., to find the right business to alert for advertisement potential. In another embodiment, a user may possess a certain physical or other characteristic(s) that have made them popular (teeth, hair, fashion sense, athletic ability) which is prominent in their online profile. In this embodiment, the information handling system correlates the user's physical characteristics to related businesses, such as correlating a user with long hair to a shampoo company.
The information handling system not only determines precisely who on social media would be a good candidate to advertise certain goods/services, but also provides a mechanism to act upon this information and pursue individuals for advertising purposes.
Agent management engine 300 captures product data 330 from business 310 and from computer networks 200. Product data 330 informs agent management engine 300 about business 310's brand, which business 310 manually provides or agent management engine 300 extracts from computer networks 200. For example, business 310 may identify qualities or characteristics of users that should be measured, such as “Great Hair”, “Great Smile”, “Over 2000 Followers”, “Has Influence in the United States.”
Additionally, agent management engine 300 allows advertisers the flexibility to decide what they are and are not interested in and to what extent certain parameters must match the desired criteria. For example, business 310 may instill a rule of “do not alert me until X number of likes are hit because of XYZ product” or, rather than giving a specific number, the rule may indicate that a page needs a certain percentage increase of followers.
In another embodiment, based on historical behaviors/activity of thresholds which are selected by business 310, agent management engine 300 learns and dynamically implements/suggests new thresholds. In this embodiment, threshold trending could be pooled and eventuated based on industry trends and business can determine whether or not to implement thresholds based on industry historical data analysis. The same concepts could be applied for business 310 to evaluate the selected user(s) to determine if business 310 would want to be affiliated with that person. (i.e. matches company's values)
Business 310 then requests agent management engine 300 to identify candidate agents from users 340 that would represent their brand the best, taking into account the criteria they have provided.
Agent management engine 300 captures user data 350, which is based on messages 345 generated by users 340. Agent management engine 300 analyzes user data 350 and identifies users corresponding to trending items, trending comments, number of likes, product affinity, social awareness, etc. (see
Next, agent management engine 300 determines an optimal collection of users to represent business 310 using approaches such as:
Agent management engine 300 then shares the optimal collection of users (candidate agents 360) with business 310. Business 310, in turn, provides agent selection 370 to agent management engine 300 and agent management engine 300 sends requests to the selected agents (agent requests 380) asking whether they are interested in being designated agents of business 310. Agent management engine 300 receives agent responses 390 from users 340 indicating acceptance/rejection. In turn, agent management engine 300 assigns a set of designated agents to business 310 and monitors their activity accordingly (see
In one embodiment, if Bob chooses not to be a designated agent for XYZ hair products, agent management engine 300 creates a historical reference for products, etc. that Bob is willing to be an agent and creates affiliations as needed.
Agent management engine 300 also provides agent statistics 440 to business 310, which may include a list of the top five designated agents receiving positive feedback from promoting business 310's products/services. Agent management engine 300 also provides threshold recommendations 450 based on the analysis. In one embodiment, threshold recommendations 450 are customized by users or automatically detected and sent by agent management engine 300. In this embodiment, threshold recommendations 450 are based on the priority and interest of business 310 and are also specific to the designated agent.
At step 630, the process sets requirement thresholds for potential agents (e.g., # followers), which may be provided by business 310 or a predetermined default level or percentage. At step 640, the process crawls computer networks 200 and identifies potential agents that have user traits matching the business characteristics and meet the requirement thresholds.
At step 650, the process selects the first potential agent and, at predefined process 660, the process evaluates the potential agent against business characteristics and assigns candidate scores accordingly to rank the potential agents (see
At predefined process 680, the process, with business 310's input, selects the top candidate agents as designated agents and monitors their social media activity for benefit to the company (see
At step 730, the process analyses the number of likes on the category of images that are deemed prominent to the potential agent's profile and correlates them with comments associated with the posts to determine whether the content is being positively or negatively received by the community. At step 740, the process combines the class model with the timeliness of emotive feedback to infer which image elements or post topics are currently trending in which social cohorts. In other words, the process takes into consideration the speed in which potential agents get responses when posts are made on social media. For example, a well-known celebrity has a higher “timeliness” of responses compared to Joe Smith so the process leverages the parameter in comparison to the class model.
At step 750, the process assigns a candidate score to the selected potential agent based on the analysis in step 750. In one embodiment, the candidate score may be based on pre-defined criteria or customized based on the intent of a group/channel (e.g., klout score).
At step 820, the process provides candidate agents' information to business 310 and receives agent selections from business 310. At step 830, the process sends a message to each selected candidate agent requesting their agreement to represent business and terms/conditions, such as monetary payments. At step 840, the process receives responses from the selected candidate agents and identifies those agents agreeing to the terms and conditions. The process assigns these candidate agents as designated agents for business 310.
At step 850, for each designated agent, the process captures shared messages and community responses over time. For example, once a user is a designated agent, the process may monitor the user's social media posts and track posts pertaining to business 310's products/services.
At step 860, the process analyzes the shared messages and community responses against business characteristics. At step 870, the process sends feedback to the designated agents based on the analysis and sends statistics to business 310. At step 880, the process runs historical analysis of network messages and community responses to identify trends. For example, when the process identifies a digital influencer (user with a substantial amount of followers) that posted positive remarks for a particular product or brand, the process notifies the company for that product/brand (manually or automated).
The process sends threshold recommendations to business based on historical analysis, and
While particular embodiments of the present disclosure have been shown and described, it will be obvious to those skilled in the art that, based upon the teachings herein, that changes and modifications may be made without departing from this disclosure and its broader aspects. Therefore, the appended claims are to encompass within their scope all such changes and modifications as are within the true spirit and scope of this disclosure. Furthermore, it is to be understood that the disclosure is solely defined by the appended claims. It will be understood by those with skill in the art that if a specific number of an introduced claim element is intended, such intent will be explicitly recited in the claim, and in the absence of such recitation no such limitation is present. For non-limiting example, as an aid to understanding, the following appended claims contain usage of the introductory phrases “at least one” and “one or more” to introduce claim elements. However, the use of such phrases should not be construed to imply that the introduction of a claim element by the indefinite articles “a” or “an” limits any particular claim containing such introduced claim element to disclosures containing only one such element, even when the same claim includes the introductory phrases “one or more” or “at least one” and indefinite articles such as “a” or “an”; the same holds true for the use in the claims of definite articles.
