Patent Application
20090319351
The invention relates generally to online promotions. More particularly, the invention relates to a person's testimonial of promotional offers in an online environment.
Promotional offers provide a mechanism for product sponsors to advertise their products and receive limited information of the consumers of their products, such as the zip codes in which the offers were redeemed. Traditionally, promotional offers take on the form of coupon advertisements in newspapers and magazines. The traditional marketing campaigns are often unsuccessful as consumers typically ignore the advertisements or find clipping coupons to be burdensome. More recently, promotional offers have widely expanded to the online environment to include advertising emails and webpage banner advertisements. However, the existing online offers have encountered similar difficulties as the traditional marketing campaigns as consumers commonly find them to be a nuisance.
Many existing marketing campaigns include famous spokespersons, such as e.g. artists, to promote products. The sponsors rely on the popularity or celebrity of the spokespersons to attract consumers. Artists typically agree to act as spokespersons to increase their own viewership, to have another source of revenue, and/or because they believe in the product. However, sponsors typically are unable to measure the ability of the artist to attract consumers. In particular, since traditional marketing campaigns commonly use passive advertisements, such as television commercials or print advertisement, there is no easy way to measure if the artist's appearance on the passive advertisements has an influence on consumer behavior.
Because of the difficulty in measuring the effectiveness of an artist spokesperson, there are financial risks for and reluctance of sponsors to hire artists. This reluctance to hire artists often prevents an artist to gain additional revenue, particularly for new or struggling artists. Furthermore, the sponsors and artists generally have limited mechanisms to know the particular demographic information of their consumers and fans.
The present invention addresses at least the difficult problems of distributing promotional offers and advances the art with a method and system for pushing promotional offers in a fan-based network.
The present invention is directed to a method and a system for pushing promotional offers based on behavioral targeting in a fan-based (social) network. In a particular embodiment, the present invention is directed to a method of pushing promotional offers to a person of a computer-implemented fan-based network based on behavior of fans of the person. The fans are a fan of the person and associated and linked with the person through a computer-implemented network. The person could be an artist, an athlete, a celebrity, a political figure, or any other person with a fan-base, whereby the person and fans are linked through a computer-implemented network.
The method includes monitoring one or more actions of multiple fans of the person of the fan-based network. The monitored actions are used to characterize the fans of the person with respect to one or more domains. A measure of influence of the person with respect to one or more domains is determined at least partially based on the characterizations of the fans of the person. One or more promotional offers are pushed to the person based on the measure of influence of the person. The promotional offers are also associated with one or more domains and the pushed promotional offer is selected based, at least in part, on the domain of the pushed promotional offer.
The monitored actions of the fans of the person include an acceptance of promotional offers, a referral of promotional offers, a redemption of promotional offers, a frequency of receiving promotional offers, a frequency of referring promotional offers, a stated interest of promotional offers, a stated interest, or any combination thereof. The promotional offers are directed to a product or a service of one or more sponsors, and can include a discount, a coupon, an advertisement, a voucher, an incentive to purchase, a ticket, an access pass, or any combination thereof.
In a preferred embodiment, the value of the promotional offer pushed to the person is determined based at least partially on the measure of influence of the person. In another embodiment, a refer function is provided to allow the person to refer the pushed promotional offer to fans of the person and the value of the pushed promotional offer is determined at least partially on a number of referrals by the person. In yet another embodiment, the promotional offer pushed to the person includes an identifier associated with one of the fans of the person, wherein the identifier includes text, an audio clip, a visual graphic, an audio-visual clip, or any combination thereof, associated with the fan of the person.
In an embodiment, the behavior of a person is tracked, wherein the measure of influence of the same person is at least partially based on the tracked behavior. It is noted that in certain embodiments, the relationship between a person and the fans of the person is bidirectional, wherein the person can refer offers to and receive offers from a fan.
In a preferred embodiment, the method includes providing a survey to the person, wherein the survey is related to an interest of the person, an interest of the fans of the person, a usage pattern of the person, a usage pattern of one or more of the fans of the person, or any combination thereof. The survey can be used to determine a relevant domain for the person. Another promotional offer is selected and pushed to the person, wherein the selection is based on the relevant domain.
The invention is also directed to a system for measuring influence and pushing promotional offers to one or more persons of a fan-based (social) network. The system includes a computer-implemented fan-based network of a plurality of persons, wherein each of the persons of the social network has one or more fans. The system also includes a monitor function and a characterize function for monitoring actions of the fans and characterizing the fans with respect to one or more domains based on the monitored actions, respectively. An influence function is provided for determining a measure of influence of the persons of the fan-based network with respect to one or more domains. The measure of influence is determined at least partially based on the characterization of the fans of the persons. The system also includes an offer function for pushing one or more promotional offers to be received by at least one of the persons, wherein the pushed the promotional offers are based on the measure of influence of the receiving persons and the domains associated with the pushed promotional offers.
To exemplify, in one embodiment the invention is directed to the measurement of the effectiveness of a person's testimonial like an artist through online promotions. The artist can include a musician, a band, a comedian, a writer, a painter, a photographer, an actor, a performing artist, or any individual or group capable of acting as spokesperson(s). Each artist typically has a fan base of multiple fans. The fans of a fan base generally share one or more common attributes or interests. Unlike traditional passive media, online communication, such as Internet communication, allows artists to be in direct communication link with their fans. In an embodiment of the present invention, each artist uses Internet-based technology, such as a downloadable widget or a social network application, to be in contact with the artist's fan base. The widget or application allows the artist to market his or her own products, such as music samples, performance videos, or concert dates.
Sponsors may be interested in associating one or more artists with products and/or services. An artist can be a spokesperson for a sponsor and offer a testimonial to encourage fans to try the sponsor's products and/or services. In a preferred embodiment, promotional offers are communicated to the fans of an artist through Internet communication paths, such as a widget or social network application, which exists between the artist and his or her fan base. The promotional offer can include any combination of video, audio, online, or printed format and can be accompanied by testimonial endorsement by the artist. By using Internet communication paths, the offers can be tracked from distribution all the way through the point-of-sale. By tracking the offers, the effectiveness of the artist-promoted offers can be measured.
An embodiment of the present invention includes demographic information of an artist's fan base. Promotional offers belong to domains relating to the demographic information and are pushed to the fan base, preferably, by using an existing communication connection between the artist and the fan base. The offers can include testimonial promotion for the offer by the artist. The offers are tracked through the redemption and sales process and the tracked data is recorded to measure the effectiveness of the artist-supported promotion. In particular, the effectiveness can be measured with respect to the domains and the demographic information to test the overlap of the artist's fan base demographic information with a product. In addition to measuring the promotion effective of an artist, the consumer behavior of an individual fan, as well as the group fan base, can be measured.
The present invention together with its objectives and advantages will be understood by reading the following description in conjunction with the drawings, in which:
Effectively marketing products and services through promotional offers can be a daunting task. An effective marketing campaign must be able to reach a large number of potential consumers and provide them with relevant offers that they will be interested in receiving and redeeming. Furthermore, for offers that can be referred, a marketing campaign can increase its effectiveness by identifying consumers who have a great deal of influence over other consumers. The present invention is directed to obtaining information to identify influential users and to provide relevant offers to those users.
The present invention is directed at using inherent characteristics of fan-based (social) networks for effective behavioral targeting to push promotional offers to fans of a person. The fans are a fan of the person and associated and linked with the person through a computer-implemented network. The person could be an artist, an athlete, a celebrity, a political figure, or any other person with a fan-base, whereby the person and fans are linked through a computer-implemented network.
A computer-implemented fan-based network could comprise a plurality of persons, who are communicatively connected through a communication network, such as the Internet. Generally, information related to each person is stored by the social network application, some of which is accessible by other persons and applications. The information relating to persons of a social network can include stated interests of the persons, interests that have been confirmed through prior activities of the person, either in the social network or through outside sources (e.g. an actor is also an surfer), demographic and public personal history (e.g. an athlete overcame a serious disease), location-related facts, affiliations with third-party groups not directly related to the person's celebrity, and other life facts and actions that characterize impressions that the fans of the person may share and which may be expected to create influence within a business domain.
Importantly, each person has fans, who are often also members of the fan-based network, themselves. However, a fan's friend does not necessarily have to be a member of the fan-based network. Oftentimes, a person has a pre-existing relationship with one or more of his or her fans.
The present invention is directed to behavioral targeting based on relationships and interactions between a person of a fan-based network and his or her fans for pushing promotional offers. By monitoring actions of persons and their fans, influential persons can be identified and relevant offers can be provided to them.
A measure of influence of person P with respect to one or more domains can be determined at least partially based on the characterization of fans F1-FN of person P with respect to the same domains. The measure of influence of a person is used to determine which offers or domain of offers to push to the person. In
It is important to note that promotional endorsement opportunities associated with a specific domain can be offered to person P, even if person P has no stated interest in that domain. In other words, person P can have a high measure of influence for promoting offers in a domain due to the characterizations of the fans F1-FN of person P and irrespective of the interests of person P himself or herself. For example, a person having multiple fans who are characterized as being interested in golf will have a high measure of influence for a golf domain. The offer application 110 will preferentially make available promotional opportunities related to golf to the person even if the person himself has no personal interest in golf.
The fans F1-FN of person P are characterized based on one or more monitored actions of the fans F1-FN. Monitored actions of a fan include, but are not limited to, an acceptance of promotional offers, a referral of promotional offers, a redemption of promotional offers, a frequency of receiving promotional offers, a frequency of referring promotional offers, a stated interest of promotional offers, a stated interest, or any combination thereof.
For example,
By monitoring the actions of fans of a person and characterizing the fans with respect to a domain, the community of fans of a person acts as a filter for the endorsement or testimonial opportunities for the person.
In an embodiment, the behavior or actions of a person can also be tracked. The tracked behavior of the person, along with the characterization of the fans of the person, can be used to determine the measure of influence of the person. The actions of the person to be tracked can be similar to the monitored actions of the fans, such as the referral of offers from the person to the fans of the person.
The offer application GUI 700 includes an offer 710 pushed to a person of the fan-based network. In an embodiment, the availability 720 of the offer 710 is displayed. Preferably, offers having high value have more limited availability than low value offers. A person can take the offer 730 or share the offer 740 with other persons and/or to fans of the person. In the embodiment shown in
By taking or accepting an offer, a person is allowed to print or otherwise redeem the offer for the product or service indicated by the offer. An example first offer 810 to be printed is shown in
In an embodiment, a pushed promotional offer includes an identifier or testimonial by another person of the fan-based network. For example, first offer 810 includes a picture 850 of a fan of the person receiving the offer. Other identifiers, including name or usernames can be incorporated on the offers. In another embodiment, the identifier includes a media, audio, or audio-visual clip 860 of another person of the fan-based network. The media clip can include a testimonial relating to the product, service, or event displayed on the offer 820. By having an identifier of a fan or another person of the fan-based network, offer referrals are more likely to be trusted by the receiving person.
In a preferred embodiment, a person of a fan-based network who has received one or more promotional offers can share the offers to fans of the person.
Surveys can be used to increase the relevancy and the value of the pushed promotional offers.
It is important to note that, as described above, a person's measure of influence and/or the values of promotional offers are updatable through actions of the person, actions of the fans of the person, or both. The actions that can lead to changes of the measure of influence and/or the value of promotional offers include, but are not limited to, referral of offers between two or more persons of a fan-based network, invitations to join or download the offer application, and submissions of completed surveys by persons of the fan-based network. It is also important to note that a person's measure of influence can change indirectly through actions of the person's community without the person having to act at all. By having updatable measures of influence, the relevancy of promotional offers pushed to the person can be improved. Furthermore, person usage and referral of pushed offers will, presumably improve with more relevant and higher value offers.
The offer application 1330 can be accessed through a communication network, such as the Internet 1310. Preferably, persons P1-PN of a fan-based (social) network access the offer application through a fan-based network webpage operated by a fan-based (social) network application server 1320. The offer application 1330 distributes offers 1340 to the persons P1-PN, who can select and print the offers 1345. The printed offers can be used and redeemed at retail stores 1350. Alternatively or additionally, offers can include tickets or access passes for use at an event. In another embodiment, the offers 1340 are electronic offers to be used in an online environment instead of or in addition to a physical environment. Information relating to the selection or referral of offers is stored in a person records database 1332.
In the embodiment shown in
The redemption data and financial considerations 1380 are exchanged between coupon industry processors 1370 and the offer application 1330. The redemption data is used by the offer application 1330 to update person records in the offer person records database 1332. As described above, redemption data can be used to update persons' measures of influence and used by the offer application 1330 to improve the relevancy and value of the offers 1340 pushed to the persons P1-PN. In an embodiment, information relating to the persons, such as offer selection data, offer referral data, and redemption data, can be transmitted 1390 to the sponsors 1360 for marketing or other purposes of the sponsors 1360.
As one of ordinary skill in the art will appreciate, various changes, substitutions, and alterations could be made or otherwise implemented without departing from the principles of the present invention, e.g. the Internet can be replaced by any network, such as a WAN or LAN, and any type of offer for products, services, or events can be provided by the offer application. The invention can be implemented by having one or more digital storage media embodying machine readable instructions executable on one or more computers or computer/application servers. Accordingly, the scope of the invention should be determined by the following claims and their legal equivalents.
This application is a continuation-in-part (CIP) of U.S. Non-Provisional application Ser. No. 12/288,614 filed Oct. 21, 2008, which is incorporated herein by reference. U.S. Non-Provisional application Ser. No. 12/288,614 filed Oct. 21, 2008 claims priority from U.S. Provisional Patent Application 61/132,481 filed Jun. 18, 2008. This application also claims priority from U.S. Provisional Application 61/134,904 filed Jul. 14, 2008, which is incorporated herein by reference.
| Number | Date | Country | |
|---|---|---|---|
| 61132481 | Jun 2008 | US | |
| 61134904 | Jul 2008 | US |
| Number | Date | Country | |
|---|---|---|---|
| Parent | 12288614 | Oct 2008 | US |
| Child | 12460223 | US |
