System and method for providing social media marketing performance and feedback
AssigneeMarketBridge Inc.
InventorsLane Douglas, Michael Kelleher
Life of this patent
Estimating the term…
Abstract
Provided are a system and a method that compares a client's brand to competitors' brands using normalized reference benchmarks. The normalized reference benchmarks are produced utilizing social media metrics. The system and method also provide constructive feedback on how the client can obtain a higher normalized reference benchmark. Also provided is a computer program code that implements the method steps.
Claims37
A method of providing a brand benchmark of marketing performance for a client brand comprising:
- defining an industry arena or vertical;
- providing a client brand within the defined industry arena or vertical;
- providing a group of competing brands within the defined industry arena or vertical;
- providing brand keyword groups for the client brand and each competing brand to capture variations of the client brand name and variations of the competing brand names;
- providing industry keyword groups to provide a sampling of discussions relating to the client brand and competing brands;
- defining a plurality of marketing performance metrics;
- extracting social media metrics from a plurality of social media sites using the brand keywords and industry keywords;
- associating the social media metrics with the marketing performance metrics;
- calculating benchmarks for each marketing performance metric for each brand, wherein a first marketing performance metric utilizing a first social media metric and a second marketing performance metric utilizing a second social media metric;
- normalizing the marketing performance metrics so that the marketing performance metric benchmarks can relate to one another;
- calculating an overall benchmark for each brand based on the marketing performance metric benchmarks;
- and
- outputting at least one of the benchmarks.
A system for providing a brand benchmark of marketing performance for a client brand comprising:
- a server being in communication with or comprising at least one non-volatile memory;
- a user interface device in communication with the server;
- and
- computer program code configured to store in the non-volatile memory a defined industry arena or vertical, a client brand within the defined industry arena or vertical, a group of competing brands within the defined industry arena or vertical, brand keyword groups for the client brand and each competing brand to capture variations of the client brand name and variations of the competing brand names, industry keyword groups to provide a sampling of discussions relating to the client brand and competing brands, and a plurality of marketing performance metrics, wherein the code being configured to extract social media metrics from a plurality of social media sites using the brand keywords and industry keywords, associate the social media metrics with the marketing performance metrics, calculate benchmarks for each marketing performance metric for each brand, wherein a first marketing performance metric utilizing a first social media metric and a second marketing performance metric utilizing a second social media metric, normalize the marketing performance metrics so that the marketing performance metric benchmarks can relate to one another, calculate an overall benchmark for each brand based on the marketing performance metric benchmarks, and output at least one of the benchmarks.
A computer program product comprising a computer usable medium having a computer readable program code embodied therein, wherein the computer readable program code being constructed to be executed to implement a method of providing a brand benchmark of marketing performance for a client brand comprising:
- defining an industry arena or vertical;
- providing a client brand within the defined industry arena or vertical;
- providing a group of competing brands within the defined industry arena or vertical;
- providing brand keyword groups for the client brand and each competing brand to capture variations of the client brand name and variations of the competing brand names;
- providing industry keyword groups to provide a sampling of discussions relating to the client brand and competing brands;
- defining a plurality of marketing performance metrics;
- extracting social media metrics from a plurality of social media sites using the brand keywords and industry keywords;
- associating the social media metrics with the marketing performance metrics;
- calculating benchmarks for each marketing performance metric for each brand, wherein a first marketing performance metric utilizing a first social media metric and a second marketing performance metric utilizing a second social media metric;
- normalizing the marketing performance metrics so that the marketing performance metric benchmarks can relate to one another;
- calculating an overall benchmark for each brand based on the marketing performance metric benchmarks;
- and
- outputting at least one of the benchmarks.
Dependencies are inferred from the claim text.