Pending patents coming to disrupt online campaigns by targeting social influencers3

Ehud Barone, inventor, udi@beesandpollen.com

Patent Bidding on Users

Publication number US20100228631 A1

Priority date Mar 3, 2009

Inventors Dong Zhang, Edward Y. Chang

Original Assignee Google Inc.

Patent Targeting Stories Based On Influencer Scores

Publication number US20130254283 A1

Priority date Mar 23, 2012

Inventors Antonio Felipe Garcia-Martinez, Rong Yan

Original Assignee

Antonio Felipe Garcia-Martinez, Rong Yan

Patent Social Reputation Ads

Publication number US20130151345 A1

Priority date Dec 8, 2011

Inventors Jonathan Brelig

Original Assignee Yahoo! Inc.

About Me

Ehud Barone udi@beesandpollen.com

• 2005: Inventor of “Advertising and incentives over a social network” US 8560385 B2 - first patent combining social influencers + ad campaigns for word-of-mouth generation, in a practical method relevant for today’s social networks (e.g. Google, Facebook)• 2006 – present: CTO, Bees and Pollen, active in the field of

leveraging social network data for optimized delivery of user experience

What the presentation is about?

• Why we need social influencers?• How social influencers are ranked?• How social influencers’ campaigns work?• Who hold patents in this space and how they differ?• How these patents can help Google and Facebook make more money?

Social influencers as major source for trusted recommendations

92% trust recommendations from

people they know!

Social influencers’ campaigns enable

advertisers to target those special individualshaving most influence on other people they know

that are most likely to follow their advice

Prime factors in ranking social influencers (factor 1/4)

RelevancyHigh relevancy of the target influencer and his friends to the characteristics of the campaign’s target users

Below is an illustration of the relevancy factor among an influencer and his friends to a specific campaign targeting males, 18-25 years old:

Influencer

Friend Friend

FriendFriend

18 yearsMale

20 yearsMale

22 yearsMale

24 yearsMale

18 yearsFemale

Prime factors in ranking social influencers (factor 2/4)

ActivityHigh activity of the target influencer and his relevant friends in the campaign’s context (e.g. sports)

Below is an illustration of the activity factor of an influencer and his friends to a specific campaign targeting: males, 18-25 years old who love sports:

Tennis lover

Hockeylover

Footballlover

Influencer

Friend Friend

Friend

Footballlover

Prime factors in ranking social influencers (factor 3/4)

RelationshipStrong relationship of the target influencer with his relevant friends

Below is an illustration of the relationship factor (bidirectional) among an influencer and his relevant friends:

Influencer

Friend Friend

Friend

A family member

of influencer

A close friend of

influencer

A workColleague

of influencer

Prime factors in ranking social influencers (factor 4/4)

TrustworthinessHigh trustworthiness between the relevant target influencer’s friends and the influencer in the campaign’s context (e.g. sports)

Below is an illustration of the trustworthiness factor (unidirectional) between an influencer’s relevant friends and him in context of a Sports campaign:

Influencer

Friend Friend

Friend

Highly trusts influencer’s

advice in sports

Highly trusts influencer’s

advice in sports

Highly trusts influencer’s

advice in sports

How a social influencers’ campaign work? Sample embodiment

Characteristics of a campaign’s target users

(e.g. males, 18-35, interested in sports)

Relevant users matching characteristics

of campaign’s target users

f( )RelevancyActivity

Relationship

Trustworthiness

Rankingsocial influence of

relevant users

Targeting campaign’s

ads to top rankedinfluencers

Step 1 Step 2 Step 3 Step 4

Who hold patents in this space of social influencers’ campaigns?

Patent priority date

01/09/2005 01/09/2014

01/09/200501/12/2006

Bees and PollenUS20070121843 Advertising and

incentives over a social network

GoogleUS20080162260

Network Node Ad Targeting

TrueXUS20080033776

System and method of storing data related to

social ;͙

01/05/2006 01/12/2008

Topsy Labs (now Apple)

US8768759 Advertising based

on influence

01/03/2009

GoogleUS20100228631 Bidding on users

01/12/2011

YahooUS20130151345 Social reputation

ads

01/03/2012

FacebookUS20130254283 Targeting Stories

Based On Influencer Scores

Sep 2005 May 2006 Dec 2006 Dec 2008

Sep 2005 Sep 2014

Mar 2009Dec 2011

Mar 2012

ON SALE! Click for more info

Social influencers’ patents – claims comparison tableOrdered chronologically by priority date (left is earlier, right is later)

SocialInfluenceFactor

Bees and Pollen

US20070121843Advertising and incentives over a social network

TrueX

US20080033776System and method of storing data related to social…

Google

US20080162260 Network Node Ad Targeting

Topsy Labs (now Apple)US8768759 Advertising based on influence

Google

US20100228631 Bidding on users

Yahoo

US20130151345 Social reputation ads

Facebook

US20130254283 Targeting stories based on influencer scores

Relevancy

Activity

Relationship

Trustworthiness

Granted Claims’limitations

Limited of weighting in all 4 factors

Limited to social publishers only that specifically permit each brand/ advertiser to be displayed within their social content

Limited to specific influencer’s score calculation based on delta in number of links a relevant community of members has with/without the influencer

Limited to specific influencer’s score calculation based on betweenness and centrality

Pending patents!

Granted claims limitations yet to be determined as result of USPTO actions

What value these patents can bring Facebook and Google?

Relevant Product +Post Ads Paid newsfeed ads

How targeting social influencers can be harnessed to generatemore money?

+Post Ads are to help brands to amplify their content and make social conversations.

By targeting the ads to social influencers who are by definition the most relevant, most active and most influential among their friends (in the context of the campaign), Google can maximize the likelihood of the targeted users to become engaged and to generate conversations

Facebook brands suffer from severe dropdown in organic reach due to content overload in the user’s newsfeed

By enabling brands to target ads to social influencers, thus getting social influencers to become the brands’ fans, Facebook can maximize the organic reach due to the higher likelihood of those influential fans to engage with the brands’ posts

Did you find these pending patents by Google, Facebook and Yahoo of interest? If so, check out this one time IP sale opportunity

For more details see SlideShare :On sale granted patent portfolio preceding 3 disrupting pending patents in online campaigns by Google, Facebook and Yahoo

Thanks! And feel free to share or contact meudi@beesandpollen.com

My patent:Advertising and incentives over social networks (US20070121843)

More about me:LinkedIn