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Checkout the latest patents in the hot field of 'rewarding influencers' by Bill Gates himself (past Microsoft days), Microsoft, Google and IBM. Learn: 1. What makes 'Rewarding Influencers' space so hot? 2. What are the leading patents and applications in this space? 3. What’s the difference between these patents? 4. How these patents are going to disrupt the market? 5. How these patents are going to make big money to the top players?
Citation preview
giants’ pending patents and Bill Gates granted patent coming to disrupt affiliates model by rewarding social influencers
Ehud Barone, inventor, [email protected]
Social network rewards
Pub. # US20110184792
Priority date
Jan 28, 2010
Advertising offers using social networks
Pub. # US20130117097
Priority date
Nov 7, 2011
Multi-channel, self-learning, social influence-based incentive generation
Pub. # US20140019225
Priority date
Jul 10, 2012
13
Rewarding independent influencers
Patent # 8712837
Priority date
Apr 30, 2007
The Invention Science Fund I, Llc
About Me
Ehud Barone
• 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
• 2014 – present: inventor, IP monetization, Bees and Pollen
Table of Contents
• What makes 'Rewarding Influencers' space so hot?
• What are the leading patents and applications in this space?
• What’s the difference between these patents?
• How these patents are going to disrupt the market?
• How these patents are going to make big money to the top players?
User Generated Content
Why User-Generated Content Is the new marketing currency(Nov, 2014)
65%65% of brandsParticipate in digitalInfluencer marketing
92%
92% of consumers trust their friends and family more than ads, andthey’re much more likely To make purchase based onRecommendations than billboards
Social Networks
61%61% of influencers saybrands contact themfor their access to certain audiences
Google +Post Ads - amplify your content and create conversations across the web
Social spend will double by 2018 (Nov, 2014)
Influencers & Experts Bloggers
The surprising brilliance of the linkedin influencers program(Aug, 2013)
Over 409 million people view more than 17.6 billion pages of bloggers each month(WordPress, 2014)
Brands and influencers goes together
User generated content is king
Source: Rewarding digital influencers (Jun, 2014)
'Rewarding Influencers' is Tightly Coupled with the Latest Hyper-Growth Market Trends
'Rewarding Influencers' as Prime Catalyst to the Whole Eco-System of Online User Generated Content
Social Networks’ Members
(e.g. Facebook, Twitter, Google+)
Experts & Influencers
(e.g. LinkedIn, Quora)
Bloggers(e.g. WordPress)
Reviewers(e.g. Yelp, Google+
Local)
Brands’Websites
ContentVertical
Websites
SearchEngines
Apps
Content Distributors
Content Publishers
Content Consumers (Users) Driving Traffic, Sales and $
Influencers’Generated
Content
GoogleAdvertising offers using social networksUS20130117097Priority date: Nov, 2011RCE, Non Final Action (Sep, 2014)
Priority Date
Bees and Pollen LtdAdvertising and incentives over a social network Patent #: 8560385Continuation:App #14/560,931Inventor: AtazkyPriority date: Sep, 2005Granted, continuation pending
MicrosoftSocial network rewardsUS20110184792Priority Date: Jan, 2010Abandoned (Jan, 2015)
Rejected over
IBMMulti-channel, self-learning, social influence-based incentive generationUS20140019225Priority date: Jul, 2012Non Final Action (Nov, 2014)
Rejected over
The Invention Science Fund I, LlcRewarding independent influencersPatent #: 8712837
Inventor: William H. Gates, IIIPriority date: Apr, 20079 publications (8 continuations, 2 granted, 7 pending)
Filed by Bill Gates after he left Microsoft with 11 other top technologists
2005 2012
Continuation filed Dec 2014 based on hereby disclosed IBM, Microsoft and Google pending patents
'Rewarding Influencers' Top Patent Applications
'Rewarding Influencers' Microsoft Pending Patent (US20110184792) -Claims Illustration
Microsoft pending patent captures a broad concept of rewarding influencers based on social network interactions
Method comprises of 3 general steps:
1. Obtaining information from a social network, said information describing interactions of users via said social network
2. Determining influence of some of said users on others of said users via said social network from said information
3. Computing a reward based on said influence for at least one of said users
Step 1:Obtaining information from a social network
(e.g. shares, status updates)
Step 2:Determining Influencebased on interactions
Step 3:Computing and communicating
rewards
Users’interactions
Users’influence
75% discount
50% discount
25% discount10%
discount
'Rewarding Influencers' Google Pending Patent (US20130117097) -Claims Illustration
Google pending patent captures a broad concept of rewarding influencers for using their social network accounts behalf advertisers
Method comprises of 3 general steps:
1. Transmitting an electronic advertisement to a user, wherein the electronic advertisement includes an invitation for the user to receive a non-cash benefit in return for allowing an advertiser associated with the electronic advertisement to utilize one or more aspects of an account of the user on a social network for the benefit of the advertiser
2. Receiving an indication that the user has accepted the invitation for the non-cash benefit
3. Performing one or more actions on behalf of the advertiser relating to the account of the user on the social network
Advertiser
User
Ownership
User’s Social Network Account
Step 1:Transmitting an electronic ad
with an invitation for a benefit in return of
using user’s social network account
Step 2:Receiving an
indication that userhas accepted the invitation
Step 3:Performing action/s
on user’s social network account
behalf of advertiser
'Rewarding Influencers' IBM Pending Patent (US20140019225) -Claims Illustration
IBM pending patentcaptures a broad concept of rewarding influencers for promoting marketplace offerings among relevant friends
Method comprises of 4 general steps:
1. Detecting a social network interaction by a user within a social networking website that positively references a marketplace offering of an entity
2. Determining a social networking influence of the user based upon the interactions of his connections with said entity
3. Determining that said influence of the user satisfies an incentive rule threshold
4. Generating an incentive for the user
EntityUser
Ownership
Step 1:Detecting an
interaction with positive reference to
an offeringMarketplace
Offering
Friend Friend
Friend Friend
Step 2:Determining influence of the user based on
the interactions of his connections with the
entity
Steps 3-4:Generating an incentivefor the user(assuming threshold
meet)
Ownership
'Rewarding Influencers' Bill Gates Patent (8712837) -Claims Illustration
Bill Gates granted patent captures a broad concept of rewarding influencers based on their content influence (complementary to affiliates)
Method comprises of 4 general steps:
1. A person accessing a content owned by a content owner where:• the content relates to a 3rd party (e.g.
brand). • The person and the 3rd party has a possible
matter of interest2. The accessed content influencing the person3. The person triggering some kind of involvement
with the 3rd party (independent of clicking an affiliate link)
4. The content owner receiving a reward/benefit in response to his content’s influence
ContentRelation
Ownership
Possible matter of interest
Person
3rd Party
ContentOwner
Step 1:Accessing
the content
Step 2:Influencing the person
by the content
Step 3:The person triggering
involvement
Step 4:Rewarding
the content owner in
response to his content’s
influence
'Rewarding Influencers' – Sample use case by Amazon’s Goodreads
By rewarding influencers,
Book giveaways can be targeted to influencers having best capacity to generate word-of-mouth among most relevant friends interested in that particular genre
By rewarding influencers,
Authors can run targeted campaigns and special offers (e.g. autographed copies) to most relevant social influencers and get them excited to generate buzz
By rewarding influencers,
The most relevant social influencers can be encouraged to write reviews, thus delivering higher volume of reviews comprising higher reach and credibility among friends
Amazon’s Goodreads Mobile App / Website
'Rewarding Influencers' – Sample use case by Alibaba Tmall
Source: Alibaba has a second attempt at making a social network (Jul, 2014)Alibaba issues new IPO filing, reveals people spent $272 billion on Taobao and Tmall in past year
• Tmall and its sister site Taobao are the
two biggest ecommerce sites in China
and collectively they account for most of
Alibaba’s revenue.
• Tmall grew 90.1% in the past year, while
Taoba’s sales grew 32%.
Tmall – top Alibaba online marketplace
($82B revenues in 2013)
• Mobile app dedicated to
tagging brands in your selfies
with a built-in social network functionality
Fun – latest Alibaba social network Jun, 2014
Alibaba’s newest effort to build a
social network into its Tmall shopping
app
By rewarding influencers,
Alibaba Fun mobile app can target the most relevant social influencers with incentives (e.g. discounts, free samples) in order to wear/use brands’ products and promote them via their selfies
'Rewarding Influencers' – Sample use case by Facebook Offers
Source: How to use Facebook offers (Feb, 2014)
By rewarding influencers,
Facebook can target the most relevant social influencers with high value Facebook Offers (e.g. discounts, free samples) to try out new products and maximize their viral effect in Facebook News Feed
'Rewarding Influencers' – Sample use case by Google +Post Ads
Source: Are Google +Post Ads Over the Top? (Dec, 2014)
By rewarding influencers,
Google +Post Ads can harness influencers for their ads like in Facebook Offers Use Case (see previous slide), wherein the most relevant social influencers are targeted with special high value incentives to maximize ad engagement, relevancy, social conversation including overall viral effect (e.g. comment,+1, share)
'Rewarding Influencers' – Sample use case by Online Reviews Sites
The Challenge of Online Reviews Sites:
• Postings of fake positive reviews has become prevalent
• False negative reviews by competitors
• Highly satisfied customers being encouraged to review sites
Source: The Challenge of Online Reviews
By rewarding influencers,
Online review sites can harness influencers to remedy the fake reviews issue and also help new businesses to promote themselves in a much more powerful way using social influencers trusted word-of-mouth generation in form of credible, friend-to-friend reviews
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