Social Media Branding

Methods, systems and computer-readable storage mediums encoded with computer programs executed by one or more processors for providing social media branding are disclosed. A brand strategy construct including a markup tag, a destination platform, a media-type, and a media filter associated with the media-type is received. Posts to a social media platform (SMP) are monitored for media of the media-type associated with the markup tag. Media is extracted from the SMP upon a detection of media of the media-type associated with the markup tag in a post to the SMP. The media filter is applied to the extracted media to generate branded media. The branded media is provided to the destination platform.

DETAILED DESCRIPTION

While the present disclosure makes reference to illustrative embodiments for particular applications, it should be understood that embodiments are not limited thereto. Other embodiments are possible, and modifications can be made to the embodiments within the spirit and scope of the teachings herein, and additional fields in which the embodiments would be of significant utility. Further, when a particular feature, structure, or characteristic is described in connection with an embodiment, it is submitted that it is within the knowledge of one skilled in the relevant art to affect such feature, structure, or characteristic in connection with other embodiments whether or not explicitly described.

The owner or sponsor of a product, line of products, or brand may want to utilize or repurpose user-generated content to brand or promote its own products. It may be particularly useful if such repurposing or branding may occur in real-time or near real-time, especially if the user-generated content is provided about an ongoing event or conversation. For example, an owner of a football team may desire to promote the football team by placing the logo of the football team on images (e.g., content) posted on a social media platform about an ongoing game it which the football team is playing. Other examples, may include less time sensitive uses, such as posted multimedia about a product or service.

The ability to identity, capture, and repurpose user-generated content and available user data in real-time may have marketing advantages for the sponsor. For example, it may allow the sponsor of a product to keep customers or potential customers interested in the brand, by interacting with such users in real-time, while the users have shown interest in the brand, event, or other topic of discussion.

FIG. 1is a block diagram illustrating a system100for social media branding, according to an example embodiment. In system100, a media branding system (MBS)102may monitor and brand social media posts108to a social media platform (SMP)106based on a brand strategy construct (hereinafter, “brand strategy”)104. SMP106may be any social media platform, such as, for example and without limitation, Twitter®, Pinterest®, Facebook®, LinkedIn®, etc.

Brand strategy104may include selections of how a sponsor105desires to brand or market a product107using social media, or more particularly a social media platform (SMP)106. Sponsor105may be an individual, company, or other entity that is involved with the promotion, marketing, advertising, or branding (hereinafter collectively referred to as “branding”) of product107. Sponsor105may for example, include an owner, manufacturer, or distributor of product107.

Product107may be any item or product, product line, brand, service, entity (including sponsor105), or other marketable feature to be branded by sponsor105through social media based on brand strategy104. For example, a shoe company (sponsor105) may develop a marketing strategy for marketing a new line of sneakers (product107), or a political campaign (sponsor105) may seek to brand a politician, political party, or particular issue (product107). Or, for example, a municipality (sponsor105) may seek to brand itself (product107) to increase tourism or otherwise attract people.

Brand strategy104may include any decisions or strategies regarding what issues or social media posts108are relevant to branding product107. Brand strategy104may, for example, be part of an overall marketing strategy for branding product107, which may include other traditional types of advertising. Brand strategy104may include various options or selections, as will be discussed in greater detail below, that may be made by sponsor105for branding product107through or using one or more SMPs106.

MBS102may monitor SMP106for posts108relevant to product107as defined in accordance with brand strategy104. A monitor130may monitor SMP106for posts108that are identified within brand strategy104as being relevant to product107. Upon detection of a relevant post108by monitor130, an extractor132may extract content or media109of the post108. A brander134may then brand, filter, or otherwise repurpose the extracted content or media109and available user info124from SMP106and otherwise available user data, as branded media111based on a media-type116, media filter118, and an indicator120of brand strategy104. Brander134may then aggregate or post branded media111to a destination platform110in accordance with destination122of brand strategy104. MBS102may allow sponsor105of product107to repurpose social-media posts108available through SMP106in real-time and without user intervention.

SMP106may include any platform that allows users to communicate or interact with each other or the public through posts108or uploads of media109to the SMP106. SMP106may be, for example, a website or service that allows users to contribute media109via posts108. Media109may include text, images, video, or other multimedia. SMP106may allow users to register with SMP106to post media109to SMP, and allow other users or the public to view or use posts108. For example, a registered user may take an image (media109) with a cell phone camera and provide or post the image to SMP106as post108for other users to see or access. In addition to posting the picture, the user may also be able to provide text or a description that describes or categorizes the picture. The combination of text and image, or the image alone, may constitute media109as used in various embodiments.

As referenced above, sponsor105may be any entity seeking to brand product107. In the example provided above, sponsor105may be a shoe company desiring to launch a new line of sneakers (product107). However it is understood that such an embodiment is exemplary only, and that system100may be used in numerous other circumstances with different types of sponsors105and products107as well. For example, sponsor105may be a news organization seeking to encourage and accumulate posts about a particular news story (product107) which may be ongoing, an accounting company that desires to brand a new tax service (product107), a computer company that desires to brand an existing software or a feature of a particular product (product107), an author desiring to accumulate posts about a recently published book or article (product107), an owner of a retail store (product107) that desires to bring attention to the opening of the store, the products sold, or an ongoing or future promotion, or a candidate for public office (sponsor105) desiring to brand himself/herself or a particular issue or geographical area (product107).

In an embodiment, brand strategy104for product107may be specified or varied based on geographical location. For example, sponsor105may desire to implement a first brand strategy104in location1(e.g., which may be defined by a central point and surrounding radius) and a second brand strategy104in location2(e.g., which may be the name of a state, city, or other geographical description). Then, for example, in an embodiment, if the location of a user who provides post108to SMP106is known, monitor130or brander134may compare the user location against any defined geographic locations of interest with regard to brand strategy104.

Sponsor105may generate or provide information for brand strategy104that may include decisions on how to brand product107using SMP106. MBS102may then implement brand strategy104on SMP106, for example monitoring posts108to SMP108that include a markup tag112as provided in brand strategy104.

In an embodiment, markup tag112may include a designated symbolic character portion (char)112A and an alphanumeric tag description portion (tag)112B. Char112A may be a symbol or other character that indicates that a markup tag is present. For example, as is commonly known, char112A may be a hash “#” symbol. In additional embodiments, char112A may be a dollar sign “$”, percent “%”, caret “̂”, asterisk “*”, ampersand (“&”) or other symbol, or combination of symbols. In an embodiment, each different char112A used in markup tag112is be associated with a different intent of what information is being conveyed by tag112B with regard to post108.

Tag112B may be a description of whatever information a user of SMP106intends to convey with post108in the context of char112A. Char112A “#” may be a general indicator for a categorization or description of tag112B. In an embodiment, tag112B may be a well-known designation used to describe media109of post108. For example, a user may post a picture (media109) taken at a sports event with markup tag112“#FightingEagles,” in which “Fighting Eagles” is the name of one of the competing sports teams and is used as tag112B. Or, for example, a user may post a video (media109) from a newsworthy event or story, such as a court case, election, or natural disaster, with a markup tag112“#PresidentialElection,” for an election. In an embodiment, there are no space characters separating char112A from tag112B in markup tag112. Tag112B may be whatever searchable alphanumeric or symbolic description a user desires to associate with post108.

Monitor130may use markup tag112, as provided within the context of brand strategy104, to identify posts108to SMP106relevant to the branding of product107. Brand strategy104may specify both char112A and tag112B that are relevant to the branding of product107. For example, a shoe company may be launching a new sneaker line called “Super Sneaker,” and via brand strategy104may provide markup tag112“#SuperSneaker” and/or “#SuperShoe.”

Platform114may indicate to which SMP(s)106to direct brand strategy104. For example, there may be available various SMPs106directed to different social media purposes. For example, a first SMP106may be directed to allowing users to develop business connections, while another may primarily feature social interactions. Platform114may indicate to which SMP(s) brand strategy104is to be directed.

In an embodiment, each SMP106may have its own unique markup tag112format. For example, markup tag112for a first SMP106may include char112A, while markup tag112for another SMP106may not include a first char112A, and may only include tag112B or may include a different char112A. In an embodiment, if multiple SMPs106are designated with platform114, then each SMP106may have its own markup tag112designation(s).

Media-type116is an indication as to which type of media109is to be extracted from post108. Media109may include any type or combination of media that may be included in posts108. Different SMPs106may allow users to post varying combinations or types of media109. For example, a first SMP106may only allow text posts108with a maximum character length, while another SMP106may allow users to post any type of media109.

Media109may include images, video, text, or other multimedia. Correspondingly, media-type116may include any selection of a type, combination of types, or limitations on types of media109relevant to branding product107. For example, media-type116may specify images (e.g., still images), panoramic images, video, video or images less than a particular file size or greater than a particular file size, text, text and images, text having fewer than a specified number of characters, or media of specified file format.

Monitor130may further filter or sort what type of posts108are monitored or detected on by media-type116. For example, brand strategy104may designate media type116as still images with a file size greater than 10 MB and less than 50 MB. Then for example, upon detection of post108with markup tag112“#SuperShoe,” monitor130may further determine whether the post108includes still image media109, and whether the still image media has a file size greater than TOMB and less than 50 MB. In an embodiment, monitor130may be able to access or monitor posts108on SMP106using an application programming interface (API) for SMP106.

After a detection of one or more posts108matching markup tag112and media-type116by monitor130extractor132ma extract or request media109and user info124associated with post108from SMP106. User info124may include any user information collected by SMP106as provided by or about a user who posts108to SMP106and made available or accessible to MBS102. User info124may include, for example, name, username, location, age, connections (e.g., to other users), previous posts or user activity information, a device-used, phone number, or other information. In an embodiment, a user may need to consent for SNIP106to release this information, a subset thereof; or other information to NIBS102.

In an embodiment, MBS102may not only use user info124available from SMP106, but may also user other data that may be otherwise available. For example, if user info124provides a name of a user, MBS102may automatically perform a web search for the name of the user as provided with user info124, and use information regarding the user in branded media111. In another example embodiment, if post108is related to the occurrence of a particular event, MBS102may combine content of post108, user info124and publicly available information about the particular event to generate branded media111.

Brand strategy104may include additional limitations on monitoring posts108from users with particular user info124settings. For example, brand strategy104may include an indication to only extract posts108from users with more than 100 connections to other users of SMP106. Using the SMP API, extractor132may extract, request, or otherwise access media109and other content of post108and user info124that may be made available by SMP106.

Media filter118is an indication of what type of additional processing, if any, is to be done with regards to media109, posts108, or user info124extracted from SMP106. Media filter118may include any type of processing or adjustments that may be done to media109, and may vary or be based on media-type116. For example, if media-type116is still image, media filter118may include sharpening the image, converting the image to black and white, adjusting contrast, brightness, or hue, applying a color filter, adding text, or other image processing. If media-type116is text, then media filter118may include scanning and removing particular words or phrases, inserting text, bolding, highlighting, coloring text, spell checking, or performing any other text analysis, format, or adjustments. In an embodiment, sponsor105may create and provide its own specialized media filter118, combination, or sequence of filters to be used on one or more media-types116.

Indicator120may include a brand indicator that is appended or otherwise applied to extracted media109as part of, prior to, or subsequent to applying media filter(s)118. Indicator120may include an image, text, video, or other media to be appended to, overlaid with, or otherwise combined with media109. Indicator120may be a brand indictor that indicates, references, represents, or signifies product107and/or sponsor105. For example, indicator120may be a company logo, name, or trademark to be applied to all images extracted from SMP106. Or, for example, indicator120may be a short video or commercial that is appended to the beginning or ending of all extracted videos.

Brander134may brand the extracted media109based on media filter118and/or indicator120of brand strategy104. Brander134may, for example, apply indicator120to extracted media109, and apply one or more selected or provided media filters118. Brander134may, for example, alter or adjust settings on media109as specified by media filter118, apply indicator120, and save the filtered and indicator120applied media109as branded media111. For example, brander134may apply a logo (indicator120) to a photograph (media109) of an event (product107). Brander134may apply indicator120and media filter118in whichever order may be specified by brand strategy104, or using a default order, which, for example, may be to apply media filter118and then apply indicator120. Brander134may generate branded media111as a result of applying media filter118and indicator120.

In an embodiment, different chars112A may allow users of SMP106to convey a different intent for markup tag112of posts108, including modifying or editing the posted media108. For example, while a hash sign (“#”) may allow a user to describe or categorize post108, an ampersand (“&”) may indicate an intent to edit media109. In an embodiment, “&” may indicate an intent by user to overlay text of tag112B on media109. For example, a user may take a picture of a meal ordered in a restaurant. The user may then upload the picture (media109) to SMP106with a markup tag112that reads “&BestPizzaEver!” Monitor130102may identify the “&” char112A as an intent to overlay the picture with the provided tag112B. Brander134may then perform the overlay function with tag112B, and generate a new picture (e.g., branded media111) of the meal with the overlaid text “Best Pizza Ever!” In an example, the new picture with overlaid text is an in the form of a meme.

In a further embodiment, the user may use multiple markup tags112with different chars112A, or combine chars112A into a single markup tag112. For example post108may include markup tags112“&BestPizzaEver!” “#RomanosPizza,” Or, for example, post108may include markup tag112“#&GoToRomanosPizza.” Monitor130may then recognize the markup tag112as both a categorization and instruction to overlay text “Go To Romanos Pizza” on media109.

Brander134may provide branded media111to destination platform110in accordance with destination122as specified in brand strategy104. Destination122may provide any requirements or specifications as to how, where, or when branded media111is to be provided or posted. For example, destination122may indicate that branded media111is to be posted directly back to SMP106. Or, for example, destination122may indicate that branded media111is to be posted to a website, another SMP106, or other location(s). In an embodiment, destination122may indicate that branded media111then be sent back to the original poster as a result of the “&” use. Destination122may indicate that branded media111is to be provided in real-time, with a particular time delay, or only upon approval by a human operator who may scan branded media111for inappropriate or undesirable content.

In an embodiment, brander134may provide a link or access to branded media111to the user who posted media109. User may then have access to branded media111prior or after posting to destination platform110. Destination platform110may be any platform capable of or otherwise suited for displaying branded media111, including, for example, a SMP106, website, blog, database, or other service or medium.

MBS102may include a trend engine136. Trend engine136may aggregate, process, and/or analyze all data accessible to MBS102, including user info124, posts108, interactions with destination platform110, and otherwise available data to determine trends or patterns within the data. Trend engine136may allow for non-linear tracking, monitoring, and/or reporting of information.

Based on posts108detected as being, relevant to product107as determined by monitor130based on brand strategy104, trend engine136may determine relationships between the posts108, user info124, or other data. For example, trend engine136may determine that during the occurrence of a particular event defined by markup tag112, what percentage or number of posts108included media109of a particular media-type116(e.g., what percentage or number of posts were still images, or were text only).

Or, for example, trend engine136may determine trends of posts during a football game (product107). Trend engine136may determine, for example, that 65% of posts about a first subject were about sponsor105, and the remaining 35% of posts were about sponsor's105competitors. Or, for example, trend engine136may determine that 80% of men who posted with markup tag112posted images of product107, while only 30% of women who posted with markup tag112posted images of product107, and the remaining 70% posted about other subjects. In an embodiment, sponsor105, through brand strategy104, may specify particular trends desired to be monitored or detected by trend engine136. Or, for example, trend engine136may include learning logic where it is able to determine trends in subject matter and user information based on whatever posts108are monitored by monitor130. Trend engine136may be identify or filter trends based on any available factors or parameters, such as with a time period, during the occurrence of an event, within a geographic region, based on the sex of the user, media-type116, or other available parameter(s).

In an embodiment, identified trends by trend engine136may be used to determine destination platform110. For example, if trend engine136determines that the majority of posts108relevant to brand strategy104include text-only media109, destination platform1110may include a text-based blog. Or, for example, if trend engine136determines that more than a defined percentage of posts108include image media109, destination platform110may include a photo album or webpage.

Though not specifically shown in system100, it is understood that any data, including trend information, may be stored on a database or other system for later use, analysis or reporting. For example, trends detected during a first election process may be compared against trend detected during a second election process that may occur four years later.

MBS102may allow sponsor105to customize how social media is to be used to brand, market, or promote product107. Based on brand strategy104, MBS102may, in real-time and without user intervention, monitor SMPs106for posts108of interest to sponsor105. MBS102may further extract and repurpose available media109from SMP106as branded media111, and repost or reuse branded media111in any manner consistent with brand strategy104. In an embodiment, MBS102may be used to monitor multiple SMPs106for different sponsors105, each of which may have one or more brand strategies104for any number of brands or products107.

FIG. 2is a flowchart of a process200for social media branding according to an example embodiment. The stages ofFIG. 2are described below, in, non-limiting examples, with reference toFIG. 1.

At stage210, a hand strategy is received. For example, MBS102may receive brand strategy104. Brand strategy104may be, for example, a portion of a marketing strategy for a new product line or service that sponsor105desires to, promote. Sponsor105may provide various preferences or values on which markup tag(s)112and media-type(s)116sponsor105desires to repurpose for promoting the new product line. Sponsor105may further specify which platform114(i.e., SMP106) should be monitored for markup tag112, which media-type116is to be extracted, and how the extracted media109should be filtered with media filter118.

At stage220, posts to a social-media platform are monitored for media of a specified media-type associated with the markup tag. For example, monitor130may monitor posts108to SMP106from all or a subset of users111of SMP106. Monitor130may, in real-time, or close to real-time, monitor posts108to SMP106from all the users or a subset of users of SMP106, for posts108with a markup tag112that corresponds to markup tag112as specified by brand strategy104. Upon detection of markup tag112, monitor130may further determine whether posts108have media109of the specified media-type116of brand strategy104.

At stage230, media is extracted from SMP106. For example, extractor112may extract media109of media-type116from post108. In an embodiment, post108may include media109of varying media-types116(e.g., text, images, and video). Extractor132, using API for SMP106, may then extract only media109that corresponds to the specified media-type of116of brand strategy104. Extractor132may also extract or request user info124about which user provided or posted post108on SMP106.

At stage240, media filter is applied to the extracted media to generate branded media. For example, brander134may apply media filter118to extracted media109. Brander134may automatically, without user involvement, adjust the settings of media109based on the specifications of media filter118. Brander134may adjust different media-types116with different media filters118. In an embodiment, text may have a text filter, images may have an image filer, and video may have a video filter. Brander134may further apply indicator120to the media109before or after filtering.

At stage250, the branded media is provided to the destination platform. Brander134may provide branded media134to one or more destination platforms110. For example, brander134may aggregate or organize branded media111as specified by destination122of brand strategy104. In an embodiment, brander134may post branded media111to a website within moments of post108being posted to SMP106. Brander134may, in an embodiment, organize branded media111by location, time, user, SMP106, or any other criteria when posting or providing to destination platform110.

FIG. 3illustrates an example computer system300in which embodiments as described herein, or portions thereof, may be implemented as computer-readable code. For example, MBS102, including portions thereof, may be implemented in computer system300using hardware, software, firmware, tangible computer readable media having instructions stored thereon, or a combination thereof, and may be implemented in one or more computer systems or other processing systems. Hardware, software, or any combination of such may embody any of the modules, procedures and components inFIGS. 1-2.

If programmable logic is used, such logic may execute on a commercially available processing platform or a special purpose device. One of ordinary skill in the art may appreciate that embodiments of the disclosed subject matter can be practiced with various computer system configurations, including multi-core multiprocessor systems, minicomputers, mainframe computers, computers linked or clustered with distributed functions, as well as pervasive or miniature computers that may be embedded into virtually any device.

For instance, a computing device having at least one processor device and a memory may be used to implement the above-described embodiments. A processor device may be a single processor, a plurality of processors, or combinations thereof. Processor devices may have one or more processor “cores.”

As will be appreciated by persons skilled in the relevant art, processor device304may be a single processor in a multi-core/multiprocessor system, such system may be operating alone, or in a cluster of computing devices operating in a cluster or server farm. Processor device304is connected to a communication infrastructure306, for example, a bus, message queue, network, or multi-core message-passing scheme.

Computer system300also includes a main memory308, for example, random access memory (RAM), and may also include a secondary memory310. Main memory may include any kind of tangible memory. Secondary memory310may include, for example, a hard disk drive312, removable storage drive314. Removable storage drive314may comprise a floppy disk drive, a magnetic tape drive, an optical disk drive, a flash memory, or the like. The removable storage drive314reads from and/or writes to a removable storage unit318in a well-known manner. Removable storage unit318may include a floppy disk, magnetic tape, optical disk, etc. which is read by and written to by removable storage drive314. As will be appreciated by persons skilled in the relevant art, removable storage unit318includes a computer readable storage medium having stored therein computer software and/or data.

Computer system300(optionally) includes a display interface302(which can include input and output devices such as keyboards, mice, etc.) that forwards graphics, text, and other data from communication infrastructure306(or from a frame buffer not shown) for display on display unit329.

In alternative implementations, secondary memory310may include other similar means for allowing computer programs or other instructions to be loaded into computer system300. Such means may include, for example, a removable storage unit322and an interface320. Examples of such means may include a program cartridge and cartridge interface (such as that found in video game devices), a removable memory chip (such as an EPROM, or PROM) and associated socket, and other removable storage units322and interfaces320which allow software and data to be transferred from the removable storage unit322to computer system300.

Computer system300may also include a communications interface324. Communications interface324allows software and data to be transferred between computer system300and external devices. Communications interface324may include a modem, a network interface (such as an ethernet card), a communications port, a PCMCIA slot and card, or the like. Software and data transferred via communications interface324may be in the form of signals, which may be electronic, electromagnetic, optical, or other signals capable of being received by communications interface324. These signals may be provided to communications interface324via a non-storage capable communications path326. Communications path526carries signals and may be it using wire or cable, fiber optics, a phone line, a cellular phone link, an RF link or other communications channels.

In this document, the terms “computer storage medium” and “computer readable storage medium” are used to generally refer to media such as removable storage unit318, removable storage unit322, and a had disk installed in hard disk drive312. Computer storage medium and computer readable storage medium may also refer to memories, such as main memory308and secondary memory310, which may be memory semiconductors (e.g. DRAMs, etc).

Computer programs (also called computer control logic) are stored in main memory308and/or secondary memory310. Computer programs may also be received via communications interface324. Such computer programs, when executed, enable computer system300to implement embodiments as discussed herein. Where the embodiments are implemented using software, the software may be stored in a computer program product and loaded into computer system300using removable storage drive314, interface320, and hard disk drive312, or communications interface324.

Embodiments also may be directed to computer program products comprising software stored on any computer readable medium. Such software, when executed in one or more data processing device, causes a data processing device(s) to operate as described herein. Embodiments may employ any computer readable storage medium. Examples of computer readable storage mediums include, but are not limited to, primary storage devices (e.g., any type of random access memory), secondary storage devices (e.g., hard drives, floppy disks, CD ROMS, ZIP disks, tapes, magnetic storage devices, and optical storage devices, MEMS, nanotechnological storage device, etc.).

It would also be apparent to one of skill in the relevant art that the embodiments, as described herein, can be implemented in many different embodiments of software, hardware, firmware, and/or the entities illustrated in the figures. Any actual, software code with the specialized control of hardware to implement embodiments is not limiting of the detailed description. Thus, the operational behavior of embodiments will be described with the understanding that modifications and variations of the embodiments are possible, given the level of detail presented herein.

The Summary and Abstract sections may set forth one or more but not all exemplary embodiments as contemplated by the inventor(s), and thus, are not intended to limit the described embodiments or the appended claims in any way.

The breadth and scope of the embodiments should not be limited by any of the above-described examples, but should be defined only in accordance with the following claims and their equivalents.