SYSTEMS AND METHODS FOR VIRAL PROMOTION OF CONTENT
Techniques for viral promotion of content are described. According to various embodiments, a user request to promote a content item to a member base of an online social network service is received. For example, the request to promote the content item may be received from an advertiser or marketer in conjunction with a request to receive a predetermined number of social activity signals (e.g., likes, shares, follows, comments, etc.) in association with the content item (e.g., as part of an advertising or marketing campaign). Viral promotion seed user definition information specifying one or more definitions of a viral promotion seed user is then accessed. Thereafter, a particular member of the online social network service is classified as the viral promotion seed user, based on the viral promotion seed user definition information. The content item is then selectively promoted to the viral promotion seed user.
1 . A computer-implemented method comprising:
receiving a user request to promote a content item to a member base of an online social network service;
accessing viral promotion seed user definition information specifying one or more definitions of a viral promotion seed user;
classifying a particular member of the online social network service as the viral promotion seed user, based on the viral promotion seed user definition information; and
selectively promoting the content item to the viral promotion seed user.
2 . The method of claim 1 , wherein the one or more definitions includes a definition that the viral promotion seed user has a predetermined number of followers, friends, or first-degree connections on the online social network service.
3 . The method of claim 1 , wherein the one or more definitions includes a definition that the viral promotion seed user is designated as an Influencer member of the online social network service.
4 . The method of claim 1 , wherein the one or more definitions includes a definition that the viral promotion seed user has submitted a predetermined number of social activity signals in association with content posted on the online social network service.
5 . The method of claim 1 , wherein the accessing further comprises:
receiving, via a user interface, a user specification of the viral promotion seed user definition information.
6 . The method of claim 1 , wherein the classifying further comprises:
identifying a plurality of candidate viral promotion seed users, based on the viral promotion seed user definition information; and
receiving, via a user interface, a user selection of the viral promotion seed user from among the plurality of candidate viral promotion seed users.
7 . The method of claim 1 , wherein the request to promote the content item is received from an advertiser in conjunction with a request for a predetermined number of social activity signals in association with the content item.
8 . The method of claim 1 , wherein the promoting of the content item to the viral promotion seed user further comprises:
including the content item or a reference link for accessing the content item in a content feed viewable by the viral promotion seed user.
9 . The method of claim 1 , wherein the promoting of the content item to the viral promotion seed user further comprises:
including the content item or a reference link for accessing the content item in a home page, blog page, or member profile page associated with the viral promotion seed user.
10 . The method of claim 1 , wherein the promoting of the content item to the viral promotion seed user further comprises:
transmitting an email to the viral promotion seed user including the content item or a reference link for accessing the content item.
11 . The method of claim 1 , further comprising:
determining that the viral promotion seed user has submitted a social activity signal in association with the content item; and
displaying, in a content feed viewable by a plurality of members of the online social network service, a prompt indicating that the viral promotion seed user has submitted the social activity signal in association with the content item.
12 . The method of claim 11 , wherein the prompt is selectively displayed in content feeds viewable by members of the online social network service that are followers, first-degree connections, or friends of the viral promotion seed user.
13 . The method of claim 11 , further comprising:
determining a number of members of the online social network service that, responsive to viewing the prompt in the content feeds, submit social activity signals in association with the content item; and
calculating an advertising fee for promoting the content item to the member base of the online social network service, based on the determined number of members.
14 . The method of claim 1 , wherein the classifying of the viral promotion seed user further comprises:
determining one or more subjects associated with the content item;
accessing subject interest information identifying subjects of interest associated with one or more members of the online social network service; and
identifying the viral promotion seed user, based on a match between the subject interest information associated with the viral promotion seed user and the one or more subjects associated with the content item.
15 . The method of claim 1 , further comprising:
calculating an advertising fee for promoting the content item to the viral promotion seed user, based on a virality multiplier factor associated with the viral promotion seed user.
16 . The method of claim 16 , wherein the virality multiplier factor associated with the viral promotion seed user is determined based on one or more of:
a designation of the viral promotion seed user as an Influencer member of the online social network service;
a number of followers, friends, or first-degree connections of the viral promotion seed user on the online social network service; and
a number of social activity signals posted by the viral promotion seed user in association with content posted on the online social network service.
17 . The method of claim 1 , further comprising:
determining a virality multiplier factor for a group entity associated with the online social network service.
18 . The method of claim 1 , wherein the content item is at least one of an advertisement, a news item, a publication, an article, a song, an image, a video, a quote, and a reference link, and
wherein the social activity signals include views, likes, comments, shares, follows, clicks, conversions, or hover responses.
19 . A system comprising:
a machine including a memory and at least one processor;
a classification module, executable by the machine, configured to:
receive a user request to promote a content item to a member base of an online social network service;
access viral promotion seed user definition information specifying one or more definitions of a viral promotion seed user; and
classify a particular member of the online social network service as the viral promotion seed user, based on the viral promotion seed user definition information; and
a promotion module configured to selectively promote the content item to the viral promotion seed user.
20 . A non-transitory machine-readable storage medium comprising instructions that, when executed by one or more processors of a machine, cause the machine to perform operations comprising:
receiving a user request to promote a content item to a member base of an online social network service;
accessing viral promotion seed user definition information specifying one or more definitions of a viral promotion seed user;
classifying a particular member of the online social network service as the viral promotion seed user, based on the viral promotion seed user definition information; and
selectively promoting the content item to the viral promotion seed user.