Using product and social network data to improve online advertising

摘要

Methods and apparatus for improving word-of-mouth online advertising are provided. Construct a social network including multiple users based on the users' social network data and optionally further based on the users' demographical and/or other personal information. Categorize the users in the social network with respect to a type of product in terms of their propensity to adopt the type of product and to influence others in the social network in adopting the type of product. Determine appropriate content object(s) for each category of users, and send the content object(s) to each category of users via different channels at the appropriate time during the product's lifecycle.

主权项

1. A computer-implemented method of online advertising, comprising:
receiving a request for an interface from a user; electronically determining by a computing device at least one category to which the user belongs with respect to a social network to which the user belongs and with respect to a particular type of product, wherein each category indicates a position of the user in the social network with respect to a product lifecycle, wherein determining is performed, at least in part, based upon activities of the user in connection with the particular type of product, wherein the activities of the user in connection with the particular type of product indicate a time in the product lifecycle at which the user adopts the particular type of product; electronically determining by the computing device at least one content object to be displayed on the interface based on the at least one category to which the user belongs; and delivering the at least one content object to the user via the interface.