Yahoo Publishes social influence patent
Yahoo has published its 2011 US Patent for “Social Reputation Ads”.
The patent describes how marketers will be able to use social influence as a defining factor in targeting online users with Ads. Essentially, Yahoo will charge marketers more for Ads exposed to users deemed to have a high level of social influence online.This social influence is described in the patent as being influenced by ‘number of followers, number of contacts, and/or the title of the user’. Using cookies data, the search engine will be able to determine a user’s social media influence and use this to target them thus creating the perception among other social media users that that influential person has a positive evaluation of products. In this way advertised products will become popular amongst these socially powerful audience and their followers, creating a positive perception of the brand.
The patent describes a ‘social authority score’ that can be further tweaked to use;
- The number of posts, reposts and re-tweets they make
- The type of products they ‘like’
- The lists they subscribe to
- The amount of times to others write about them
- How influential their own followers are
The implications of this patent means targeting ads to high influencers online provides a solution to marketers who understand how word-of-mouth is a more credible channel than paid-for-ads.
For dental practices the ability to target those in the local area who have high influential power over those that follow them, increases word-of-mouth behaviour; long known for it’s effect within marketing the health industry.
We shall be keeping an eye on developments of all online advertising features. For more information about the above or online marketing call dental design on 01202 677 277.
To view the full patent click here.
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