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Generating social forces for targeted advertising using social network content from friends of a consumer

IP.com Disclosure Number: IPCOM000250292D
Publication Date: 2017-Jun-22
Document File: 4 page(s) / 54K

Publishing Venue

The IP.com Prior Art Database

Abstract

Disclosed is a new social advertising technology for generating specific social forces on a consumer to buy a product using social media from a friend. The system targets a product advertisement to a consumer by selecting parts of social media associated with friends of the consumer and injecting those parts into the advertisement to generate a specific social force and prompt sales.

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Generating Social Forces for Targeted Advertising Using Social Network Content from Friends of a Consumer ABSTRACT

Disclosed is a new social advertising technology for generating specific social forces on

a consumer to buy a product using social media from a friend. The system targets a

product advertisement to a consumer by selecting parts of social media associated with

friends of the consumer and injecting those parts into the advertisement to generate a

specific social force and prompt sales.

DESCRIPTION Social advertising relies on social networks to generate, target, and deliver marketing communications. For example, a seller might push a social advertisement (ad) to a consumer because that consumer has friends that have expressed interest in a product. Social ads often include information about the affiliation of a peer/friend with an advertised product. For example, an ad might include a person’s name along with that person’s post about the product. Consumer responses to social advertising can depend upon not only the product, but also on peer effects, such as the social cues from peers (e.g., smiling and looking at a product), the relationship between the consumer and the peers (e.g., college friends, parent and child, etc.), and interactions between the consumer and the peers (e.g., bowling together or working together). An advertising method is needed that uses social network content from friends of a consumer to generate specific peer effects. This disclosure proposes a new social advertising technology for generating specific social forces on a consumer to buy a product using social media from a friend. The system targets a product advertisement to a consumer by selecting parts of social media associated with friends of the consumer and injecting those parts into the product advertisement to generate a specific social force. A social force is generated, for example, when a user sees friend smiling while looking at a product, and then has a positive response toward the product. Injecting media from a social network into an advertisement has several advantages. It requires little to no work on the part of the friends of the consumer, as people post social media anyway. In addition, people are more likely to notice the advertisement if it has some familiar content. Further, the number of digital images and other media has increased, so that many such images are available. On a social network, the system often saves the images to useful areas (e.g., profile pictures) and folders. At a high level, this social advertising technology takes the following steps when generating an advertisement for a product:

1. Identifies strong friends of potential consumers of that product

2. Identifies the social media of the friend for each candidate consumer and friend; extracts parts of it that have a high affinity to the candidate consumer, candidate friend, and product

3. Substitutes the parts of the social media into the advertisement, if the par...