MATCHING SOCIAL MEDIA USER TO MARKETING CAMPAIGN
Disclosed are systems and methods that gather information in levels of various categories about the “likes” of a user of a social site and, by assigning a weight factor to each level of category of “likes”, a “match” score for the user is calculated. The calculation of “match” scores can be performed for a plurality of users to obtain a set of users who are potential customers of a marketing campaign. The set of users whose “likes” are evaluated can be compared to the “target” of an advertising campaign to generate potential customers for that campaign; this serves to improve the conversion rate for the advertising campaign. Alternatively, the “like” profiles can be used to analyze the advertising campaign portfolio of an entity and provide recommendations as to those advertising campaigns likely to be of interest to a particular set of users, based on calculated “like” profiles.
1 . A method comprising:
compiling data about “likes” of a user of a social site in different defined levels of specificity of a category of information;
assigning a weight factor to each level of specificity of the category of information, wherein the weight factor increases when the specificity of the level increases;
multiplying the weight factor for each level of specificity of the category of information to obtain a product for each level of specificity of the category of information; and
adding the products obtained to derive a “like” profile for the user.
2 . The method of claim 1 , further comprising updating the “like” profile of the user based upon the user's activity while logged onto the social site.
3 . The method of claim 1 , wherein the updating the “like” profile comprises:
recognizing that the user of the social site is logging onto the social site;
accessing the social site concurrently with the user logging on;
monitoring “like” activity of the user while the user is on the social site;
gathering information concerning the “like” activity of the user while the user is logged onto the social site; and
updating the “like” profile of the user using the information gathered concerning the user activity while the user is logged onto the social site.
4 . The method of claim 1 , further comprising:
compiling “like” profiles for a plurality of users;
evaluating an advertising campaign to determine the “like” profile of a user who may be a target of the campaign;
comparing the “like” profile of the plurality of users to the advertising campaign
5 . The method of claim 4 , further comprising identifying a group of members of the plurality of users who match the target of the campaign.
6 . An apparatus comprising:
a processor; and
a memory that contains instructions that are readable by the processor and cause the processor to:
gather data about “likes” of a user of a social site in different levels of specificity of a category of information;
assign a weight factor to each level of specificity of the category of information, wherein the weight factor increases when the specificity of the level increases;
multiply the weight factor for each level of specificity of the category of information to obtain a product for each level of specificity of the category of information; and
add the products obtained to obtain a “like” profile for the user for the category of information.
7 . The apparatus of claim 6 , wherein said instructions further cause the processor to:
recognize that a user of the social site is logging onto the social site;
access the social site concurrently with the user logging on;
monitor “like” activity of the user while the user is on the social site;
gather information concerning the “like” activity of the user while the user is logged onto the social site; and
update the “like” profile of the user using the information gathered concerning the user activity while the user is logged onto the social site.
8 . A storage device comprising instructions that are readable by a processor and cause a processor to:
recognize that a user of a social site is logging onto the social site;
access the social site concurrently with the user logging on;
monitor “like” activity of the user while the user is on the social site;
gather information concerning the “like” activity of the user while the user is logged onto the social site; and
update the “like” profile of the user using the information gathered concerning the user activity while the user is logged onto the social site.
9 . The storage device of claim 8 , wherein the instructions further cause the processor to:
recognize that the user of the social site is logging onto the social site;
access the social site concurrently with the user logging on;
monitor “like” activity of the user while the user is on the social site;
gather information concerning the “like” activity of the user while the user is logged onto the social site; and
update the “like” profile of the user using the information gathered concerning the user activity while the user is logged onto the social site.
10 . The storage device of claim 9 , wherein the “like” profile can be used to analyze an advertising campaign portfolio of an entity and provide recommendations to the advertising campaign.