Information processing device, information processing method, and information processing program

Abstract

To perform effective support by a creator to a sponsor's campaign.SOLUTION: An information processing device includes: an acquisition section for acquiring identification information of an account showing an upload source ranking high in search result for each of multiple hash tags on the basis of a UGC (User Generated Content) and storing with the search rank attached; an account evaluation section for totaling search ranking corresponding to multiple hash tags for each of pieces of identification information of multiple accounts and evaluating each of influence rates of the multiple accounts; and an account presentation section for selecting and presenting identification information of an account suitable for uploading for a new campaign from the pieces of identification information of the multiple accounts on the basis of an evaluation result of the account evaluation section.SELECTED DRAWING: Figure 1

Description

[Technical field]

[0001] The present invention relates to an information processing device, an information processing method, and an information processing program. [Background technology]

[0002] In the above technical field, Patent Document 1 discloses a technology for presenting hashtags that match a campaign received from a content sponsor to the content sponsor and setting the hashtag selected by the content sponsor as a selection criterion for the campaign. Patent Document 2 discloses a technology for pairing influencers with advertising campaigns using keywords extracted from influencer posts. [Prior art documents] [Patent documents]

[0003] [Patent Document 1] Special Publication No. 2017-501480 [Patent Document 2] Special Publication No. 2020-514847 Summary of the Invention [Problem to be solved by the invention]

[0004] However, the technology described in the above document does not allow for effective support of new campaigns using creators.

[0005] An object of the present invention is to provide a technique for solving the above-mentioned problems. [Means for solving the problem]

[0006] In order to achieve the above object, the device according to the present invention comprises: an acquisition unit that acquires identification information of accounts that are upload sources that are displayed in the top search results for each of a plurality of hashtags based on UGC (User Generated Content), assigns search rankings to the accounts, and stores the results in a storage unit; an account evaluation unit that aggregates the search rankings corresponding to the hashtags for each of a plurality of account identification information and evaluates the influence of each of the plurality of accounts; an account presentation unit that selects and presents identification information of an account suitable for uploading for a new campaign from among the identification information of the multiple accounts based on an evaluation result of the account evaluation unit; The information processing device includes:

[0007] In order to achieve the above object, the method according to the present invention comprises: an acquisition step in which an acquisition unit acquires identification information of an account indicating an upload source that is displayed in a high search ranking for each of a plurality of hashtags based on UGC (User Generated Content), and stores the search ranking in a storage unit; an account evaluation step in which an account evaluation unit aggregates the search rankings corresponding to the plurality of hashtags for each of identification information of a plurality of accounts and evaluates the influence of each of the plurality of accounts; an account presentation step in which an account presentation unit selects and presents identification information of an account suitable for uploading for a new campaign from among the identification information of the multiple accounts based on an evaluation result of the account evaluation unit; The present invention relates to an information processing method.

[0008] In order to achieve the above object, the program according to the present invention comprises: An acquisition step of acquiring identification information of an account indicating an upload source that is displayed in a top search result for each of a plurality of hashtags based on UGC (User Generated Content), and storing the acquired information in a storage unit with a search ranking; an account evaluation step of aggregating the search rankings corresponding to the hashtags for each of a plurality of account identification information and evaluating the influence of each of the plurality of accounts; an account presenting step of selecting and presenting identification information of an account suitable for uploading for a new campaign from among the identification information of the multiple accounts based on an evaluation result of the account evaluation unit; It is an information processing program that causes a computer to execute the above. Effect of the Invention

[0009] According to the present invention, it is possible to provide effective support for a new campaign by utilizing creators. [Brief description of the drawings]

[0010] [Figure 1] 1 is a block diagram showing a configuration of an information processing device according to a first embodiment. [Figure 2A] FIG. 11 is a diagram showing a display screen relating to marketing support according to the second embodiment. [Figure 2B] FIG. 11 is a diagram showing a processing procedure of marketing support according to the second embodiment. [Figure 3A] FIG. 11 is a diagram showing the configuration of a system including an information processing device according to a second embodiment. [Figure 3B] FIG. 11 is a sequence diagram showing an operation procedure in a system including an information processing device according to the second embodiment. [Figure 4A] FIG. 11 is a diagram illustrating marketing support according to a second embodiment. [Figure 4B] FIG. 11 is a diagram illustrating marketing support according to a second embodiment. [Figure 4C] FIG. 11 is a diagram illustrating marketing support according to a second embodiment. [Figure 4D] FIG. 11 is a diagram illustrating marketing support according to a second embodiment. [Figure 4E] FIG. 11 is a diagram illustrating marketing support according to a second embodiment. [Figure 5A] FIG. 11 is a block diagram showing a configuration of an information processing device according to a second embodiment. [Figure 5B] FIG. 11 is a diagram showing a configuration of a database according to the second embodiment. [Figure 6A] FIG. 11 is a block diagram showing the configuration of a collection unit according to a second embodiment. [Figure 6B] FIG. 11 is a diagram showing a hash tag search according to the second embodiment. [Figure 6C] 13 is a flowchart showing a processing procedure of a collection unit according to the second embodiment. [Figure 7A] FIG. 13 is a block diagram showing the configuration of a tabulation analysis unit according to the second embodiment. [Figure 7B] FIG. 11 is a diagram illustrating a process of a tabulation analysis unit according to the second embodiment. [Figure 7C] FIG. 11 is a diagram illustrating a process of a tabulation analysis unit according to the second embodiment. [Figure 7D] FIG. 11 is a diagram illustrating a process of a tabulation analysis unit according to the second embodiment. [Figure 7E] FIG. 11 is a diagram illustrating a process of a tabulation analysis unit according to the second embodiment. [Figure 7F] 13 is a flowchart showing a processing procedure of a tabulation analysis unit according to the second embodiment. [Figure 8A] FIG. 11 is a block diagram showing a configuration of an output content analysis unit according to the second embodiment. [Figure 8B] 13 is a flowchart showing a processing procedure of an output content analysis unit according to the second embodiment. [Figure 9A] FIG. 11 is a block diagram showing the configurations of a proposal assignment unit and an effect measurement unit according to the second embodiment. [Figure 9B] 13 is a flowchart showing a processing procedure of a proposal assignment unit and an effect measurement unit according to the second embodiment. [Figure 9C] 13A to 13C are diagrams illustrating the processing of a proposal assignment unit according to the second embodiment. [Figure 9D] FIG. 11 is a diagram illustrating a process of an effect measurement unit according to the second embodiment. [Figure 9E] FIG. 11 is a diagram illustrating a process of an effect measurement unit according to the second embodiment. DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

[0011] Hereinafter, an embodiment of the present invention will be described in detail with reference to the drawings. However, the components described in the following embodiment are merely examples, and are not intended to limit the technical scope of the present invention.

[0012] [First embodiment] An information processing device 100 according to a first embodiment of the present invention will be described with reference to Fig. 1. The information processing device 100 is a device that presents identification information of an account suitable for uploading for a new campaign.

[0013] As shown in FIG. 1, the information processing device 100 includes an acquisition unit 101, an account evaluation unit 102, and an account presentation unit 103. The acquisition unit 101 acquires identification information 112 of an account indicating an upload source that is displayed in a high search ranking for each of a plurality of hashtags 111 based on UGC 110 (User Generated Content), and stores the information in the storage unit 104 with a search ranking 114. The account evaluation unit 102 counts up search rankings corresponding to a plurality of hashtags for each of the identification information of the plurality of accounts, and evaluates the influence of each of the plurality of accounts 121 (122). The account presentation unit 103 selects and presents identification information 131 of an account suitable for uploading for a new campaign from the identification information of the plurality of accounts based on the evaluation result of the account evaluation unit 102.

[0014] According to this embodiment, it is possible to provide effective support for a new campaign using creators.

[0015] [Second embodiment] Next, an information processing device according to a second embodiment of the present invention will be described. Figs. 2A to 9E are diagrams for explaining a system having an information processing device. In the information processing device, identification information (e.g., account name) of an upload source account that uploads to a top social media that is ranked high in search results for each of a plurality of hashtags is acquired based on UGC (User Generated Content). Then, a search ranking is assigned to the identification information of the account and stored in a storage unit. Then, the search rankings corresponding to the plurality of hashtags for each of the identification information of the plurality of accounts are tallied, and each of the plurality of accounts is evaluated. Furthermore, based on the account evaluation result, identification information of an account suitable for uploading for a new campaign is selected from the identification information of the plurality of accounts and presented.

[0016] It is preferable to select a plurality of hashtags related to the new campaign. Based on the UGC linked to the acquired identification information of the plurality of accounts, at least two of the number of times each account has been ranked, the highest rank, the power obtained by multiplying the ranking rank by a coefficient, the average engagement, and the average number of comments are output as evaluation results. Based on the number of followers, most recent upload trends, and upload contents collected from the UGC, identification information of an account more suitable for uploading for the new campaign is selected from the identification information of the presented accounts suitable for uploading for the new campaign. Then, among the plurality of creators each having the identification information of the selected plurality of accounts, the effectiveness of uploading for the new campaign by creators who have agreed to upload for the new campaign is evaluated.

[0017] UGC is a user's upload history to SNS (social networking services) such as Instagram, Twitter, Facebook, Line, and Tiktok via a network such as a LAN (local area network), a WAN (wide area network), or the Internet, and in this embodiment, it is described as being stored in a UGC database. Here, a general upload source or viewer is referred to as a user, a party (advertiser: sponsor) who requests marketing support for a campaign by uploading is referred to as a campaign requester, and a person who uploads as requested for marketing support is referred to as a creator (influencer).

[0018] <Marketing support display screen> FIG. 2A is a diagram showing a display screen relating to marketing support.

[0019] The left diagram in Fig. 2A shows a screen 211 on which a marketing support application is launched from an operation screen 210 of the marketing support server, multiple hash tags are entered, and the top social media in which the hashtags are used, for example, the top 3000 social media, are searched for. This hash tag search can be realized, for example, by using the Instagram Graph API.

[0020] The central diagram in Fig. 2A shows a screen 221 for searching for identification information of accounts uploading to the top social media from the operation screen 210 of the marketing support server for the top social media found for each hashtag by the hash tag search. This account search can be realized, for example, by using the Instagram oEmbed API. Then, the evaluations for each of the account identification information are tallied, and the creator corresponding to the account identification information is selected.

[0021] 2A shows a screen 231 that notifies the account identification information of a creator suitable for a new campaign. If permission is given, the creator of the account identification information notified on screen 231 is requested to upload information about the new campaign.

[0022] <Marketing support processing procedure> FIG. 2B is a diagram showing the procedure of the marketing support process. The marketing support of this embodiment is roughly composed of four phases. Phase 1 is an "input and collection phase S210" in which the top social media is searched for for each of a plurality of hashtags, and the identification information of the accounts used in the top social media and the uploaded contents thereof are collected. Phase 2 is an "aggregation and analysis phase S220" in which the ranking data of the top social media is aggregated and the aggregation results are output for each account. Phase 3 is a "collection and analysis phase S220" in which the output data is sorted by aggregation item, the identification information of excellent accounts in items appropriate for the campaign is picked up, and additional information is accessed using the identification information of the picked up accounts for additional investigation. Finally, there is an "output content analysis phase S230" in which the identification information of accounts appropriate for this campaign is listed and proposed to the campaign requester. Phase 4 is a "proposal and assignment phase S240" in which the identification information of the final requested account is determined with the campaign requester, request negotiations (scouting) are carried out, and uploading is requested to the successful account. Then, the upload results for the new campaign are searched for, the upload effects are verified, and feedback is provided for selecting hashtags and suitable account identification information, etc., to realize more appropriate account selection for the new campaign (S250).

[0023] In the "input and collection phase S210", in step S211, a hashtag to be used in a hashtag search is selected. The hashtag may be selected arbitrarily or may be selected based on a new campaign. The number of hashtags selected is not limited, but five hashtags are selected in this embodiment. In step S213, the Instagram Graph API is used to acquire top social media (for example, up to 3000th place) for each selected hashtag. Next, in step S215, the Instagram Embed API is used to acquire identification information of the upload source account from the data of each top social media. Then, in step S217, the upload data is stored in a database with a search ranking in the order of acquisition of the account identification information. In the "input and collection phase S210", steps S211 to S217 are repeated for one selected hashtag as many times as the number of hashtags.

[0024] In the "aggregation and analysis phase S220", in step S221, ranking data from top social media is aggregated and matched based on the identification information of the account from which the data was uploaded. Items to be aggregated include, for example, the number of times ranked, highest ranking, "power" calculated by multiplying the ranking position by a predetermined coefficient, average engagement, average number of comments, etc. Then, in step S223, each aggregated value is output by account, as an overall aggregate and / or for each hashtag.

[0025] In the "output content analysis phase S230", in step S231, the output data is sorted by tabulation item, and identification information of excellent accounts in items appropriate for the campaign is picked out. Next, in step S233, additional information on the identification information of the picked accounts is investigated by accessing the official Instagram website. For example, the number of followers, recent upload trends, and uploaded content are confirmed. Then, the identification information of accounts that are judged to be excellent and suitable for this campaign is listed, a proposal is made to the campaign requester, and the accounts to be assigned are decided.

[0026] In the "proposal and assignment phase S240", in step S241, the account to be assigned is finally decided together with the campaign requester, and scouting for the upload request is carried out. If the upload request is accepted, in step S245, an upload request according to the campaign contents is made to the upload request destination account. If not accepted, in step S243, the request is cancelled.

[0027] Then, in step S250, effectiveness is measured to see whether the uploads from the assigned accounts are ranked in the top social media, whether they are engaged, etc. The measured effectiveness is fed back to the selection of hashtags and accounts suitable for the campaign, leading to more appropriate account selection for new campaigns.

[0028] <System including information processing device> FIG. 3A is a diagram showing a configuration of a system 300 including an information processing device 310.

[0029] The system 300 includes the following components connected via a network 301. The SNS server 302 includes, for example, a website 304 having resources 305, a content provider 308, and a publisher 309, and functions as a community site on the Internet for users, creators, and campaign requesters. The UGC database 303 includes, for example, a hashtag database 314, a parameter database 315, and a content item database 316 connected to a content management system 313, and an indexed cache database 318 connected to a search system 317.

[0030] The system 300 also includes a user terminal 306, a creator terminal 307, and a campaign requester terminal 311 as terminals connected to the network 301 and enjoying the community function of the SNS server 302. These terminals may be configured as separate independent terminals or may be configured to use multiple functions in combination. Here, the creator terminal 307 is a terminal used by a creator or influencer to upload with a specific intention. The campaign requester terminal 311 is a campaign requester terminal that requests support from the marketing support server as the information processing device 310 of this embodiment in order to receive help from the creator or influencer.

[0031] The marketing support server as the information processing device 310 refers to the history of the SNS service accumulated in the UGC database 303, finds creators or influencers appropriate for a new campaign of the campaign requester in the SNS service, and supports the marketing of the campaign requester. In this embodiment, in particular, it searches for top social media based on hashtags, aggregates the upload history of accounts from the top social media, evaluates the upload effect of the accounts, finds identification information of creators or influencers appropriate for the new campaign of the campaign requester, and proposes it to the campaign requester. Then, it requests uploading from the creators or influencers who have given permission, evaluates the results, and performs processing to further improve the discovery of identification information of accounts appropriate for the new campaign.

[0032] (Operation sequence) FIG. 3B is a sequence diagram showing an operation procedure in the system 300 including the information processing device 310.

[0033] In steps S301 to S303, the upload history in the SNS community between the user terminal 306 and the creator terminal 307 by the SNS server 302 is accumulated in the UGC database 303. In Fig. 3, the uploads are indicated by "UL".

[0034] In step S311, the information processing device 310 receives a support request for a new campaign from the campaign requester terminal 311. In step S313, the information processing device 310 selects hashtags for searching top social media. The hashtags may be selected arbitrarily or may be hashtags related to the new campaign. In step S317, the information processing device 310 instructs the UGC database 303 to extract top social media for each hashtag and obtains the extraction results. In step S315, the UGC database 303 extracts top social media for each hashtag. The extraction of top social media for each hashtag is realized by using the Instagram Graph API. In step S321, the information processing device 310 instructs the UGC database 303 to extract identification information of accounts uploaded to each top social media and obtains the extraction results. In step S319, the UGC database 303 extracts identification information of accounts uploaded to each top social media. The upload to each top social media and the extraction of the identification information of the account are realized by using the Instagram oEmbed API. Then, in step S323, the information processing device 310 assigns search rankings to the acquired identification information of the account and the upload and stores them. The search rankings may be assigned in the order of acquisition. In step S325, the information processing device 310 assigns various scores to the identification information of the account and makes a comprehensive judgment, selects accounts appropriate for the new campaign acquired in step S311, and proposes them to the campaign requesting terminal 311. The various scores include the number of times the identification information of each account has been ranked, the highest ranking, the power obtained by multiplying the ranking by a coefficient, the average engagement, and the average number of comments. In cooperation with the information processing device 310, the campaign requesting terminal 311 selects a creator or influencer of the identification information of the account to be requested to upload in step S327.

[0035] In step S331, the information processing device 310 requests uploading from a creator or influencer having the identification information of the selected account. The upload history of the creator terminal 307 in step S333 is accumulated in the UGC database 303 in step S335. After a campaign is conducted for a predetermined period, the information processing device 310 collects upload history related to the campaign from the UGC database 303 in step S341 and measures the effect of uploading by the creator or influencer on the campaign. The upload effect is measured by the access number ranking of uploads in hashtags related to the campaign and the upload effect of reels (reach number and save number). In step S343, the information processing device 310 reports the measurement result of the upload effect to the campaign requester terminal 311 or the creator terminal 307. In step S345, the campaign requester terminal 311 notifies the upload effect. Although not shown, the information processing device 310 verifies the effectiveness of uploads by the selected creators or influencers and provides feedback to further improve the selection of hashtags and accounts appropriate for future campaigns.

[0036] (Explanation of marketing support) 4A to 4E are diagrams for explaining marketing support.

[0037] FIG. 4A is a diagram explaining the funnel 410, which is an important concept in marketing support. The funnel 410 shows how potential customers who are widely collected and then sifted through gradually become fewer as they flow from consideration to negotiation to closing. It is so named because it resembles the state of being filtered through a funnel. The funnel 410 includes a "purchase funnel" that reduces the number of customers before purchasing, including the top funnel (increasing awareness and recall), the middle funnel (interest and comparison), and the bottom funnel (purchase), and an "influencer funnel" (for example, sharing) that increases customers after purchase.

[0038] In this embodiment, campaigns focusing on "strengthening relationships and interests on SNS", "optimizing SNS searches", "promoting purchases through word of mouth", etc. in the middle funnel 411 are supported. In particular, in an upload campaign, which is a representative campaign in the middle funnel, support is provided to campaign requesters to effectively realize co-creation with creators.

[0039] FIG. 4B is a diagram for explaining points in a user's purchase decision 420 that serve as the basis for processing for effectively realizing co-creation with creators in the middle funnel in this embodiment. (1) A user browses the uploaded data, including uploads by creators, and becomes interested in a certain uploaded data. (2) Users collect information based on hashtags included in the uploaded data they are interested in. For example, they collect information using the keywords #oven and #microwaveoven. (3) Users can learn about the brands of their favorite products from the information collected through hashtags and then search using #brandname. (4) From the search results using #brandname, users can check the brand account and then use @brandname to check more detailed official brand information before deciding whether or not to purchase.

[0040] As described above, it can be seen that hashtags included in uploaded data play a major role in the process of a user becoming interested in a product and then purchasing it.

[0041] FIG. 4C is a diagram showing a difference 430 between the examples so far and this embodiment in the selection of creators or influencers to be requested to upload using Instagram's algorithm evaluation.

[0042] In Instagram as a whole, various keywords are used for uploading, and it is possible to identify an upload source with a high Instagram rating for any interest from Instagram as a whole using the official API. For example, in the case of a campaign related to "travel", in the examples so far, as shown in steps S411 to S415, a creator or influencer to be requested to upload has been selected based on the reputation of the creator or influencer. That is, selection is made based on indicators such as "large number of followers", "large number of travel uploads", "also gourmet-related uploads", "hard to understand engagement", and "female". In contrast, in this embodiment, as shown in steps S421 to S425, the account of the creator or influencer is evaluated based on the hashtag, and selection is not made based only on the number of followers or the number of uploads. That is, it is possible to effectively and efficiently select a creator or influencer who can upload suitable for the campaign of the campaign requester, such as "highly rated in multiple travel-related interests", "highly rated in multiple gourmet-related interests", "high engagement", "large number of followers", and "female".

[0043] FIG. 4D is a diagram simply illustrating the reason for the advantage 440 of selecting creators or influencers capable of uploading content suitable for the campaign of the campaign requester in this embodiment.

[0044] As shown in FIG. 4D, in the present embodiment, the selection of creators or influencers capable of uploading content suitable for the campaign of the campaign requester searches for top social media using hashtags, so that the user's interests 441 can be easily incorporated into the selection criteria. Since important evaluation is also performed on a hashtag-by-hashtag basis, relevance and design that captures the target are important. Therefore, the evaluation procedure follows the relationship of each browsing user, that is, "Discovery tab → Search top → Recommended display," which is influenced by the popularity of each user's interests 441, so the seed account is also reflected (relationship 442).

[0045] FIG. 4E is a diagram illustrating a structure 450 in which a selection of creators or influencers capable of uploading content suitable for a campaign by a campaign requester in this embodiment can involve new users in the campaign.

[0046] According to the present embodiment, the selection of creators or influencers capable of uploading content suitable for the campaign of the campaign requester improves the reach rate to followers and spreads content to non-followers based on the evaluation of the degree of influence between users and the interest and sympathy of the content. In other words, the evaluation of the upload source (creator or influencer)'s uploads, reels, stories, etc. based on the interests and relationships of followers and content viewers up to now follows the relationship of the viewing user, which is "Discovery tab → Search top → Recommended display (of content or account)". Therefore, the possibility that non-followers will be linked to uploads by the selected creators or influencers during viewing increases, and naturally the possibility of acquiring them as new users also increases.

[0047] <Configuration of information processing device> FIG. 5A is a block diagram showing the configuration of information processing device 310.

[0048] The information processing device 310 includes a communication control unit 501 , an input / output interface 502 , a collection unit 503 , a database 504 , a compilation and analysis unit 505 , an output content analysis unit 506 , a proposal assignment unit 507 , and an effect measurement unit 508 .

[0049] The communication control unit 501 controls communication between the UGC database 303, the campaign requester terminal 311, and the creator (influencer) terminal 307. The input / output interface 502 is connected to a display unit 521 that presents data to an operator or displays the status of the information processing device 310, and an operation unit 522 through which the operator operates the information processing device 310, and controls input / output.

[0050] The collection unit 503 searches and collects data necessary for processing for marketing support from the UGC database 303 via the communication control unit 501, and stores and accumulates the searched and collected data in the database 504. The database 504 stores and accumulates data necessary for processing for marketing support by the information processing device 310.

[0051] The compilation and analysis unit 505 compilations and analyzes the data searched and collected from the UGC database 303 to obtain indicators for selecting creators appropriate for the new campaign. The output content analysis unit 506 selects creators appropriate for the new campaign using the indicators compiled and analyzed by the compilation and analysis unit 505, and further investigates the uploaded content based on the account identification information to further narrow down the creators most suitable for the new campaign. The proposal assignment unit 507 scouts to assign creators narrowed down as most suitable for the new campaign, and assigns creators who have been successfully scouted and requests them to upload according to the content of the new campaign.

[0052] The effectiveness measurement unit 508 measures the effectiveness of the upload by the assigned creator based on whether the upload of the identification information of the assigned creator's account is ranked in the top social media, whether it has generated engagement, etc., and displays the measurement results on the display unit 521.

[0053] (Database) 5B is a diagram showing the configuration of database 504. Database 504 is used to store and accumulate data necessary for processing by information processing device 310 for marketing support.

[0054] The database 504 stores search hashtags used by the collection unit 503, top social media searched by the hashtags, uploaded contents of identification information of accounts uploading to the top social media, and their search rankings. It also stores ranking data (number of times ranked in, highest ranking, etc.) used by the compilation analysis unit 505, and account-based compilations (all-house compilations corresponding to the identification information of accounts, individual compilations of hashtags, etc.). It also stores account ranking data used by the output content analysis unit 506, survey data of selected accounts, recommended accounts to be scouted, etc. It also stores scouting results (OK / NG) for creators, uploads of creators in campaigns, and results of measuring the effectiveness of uploads, etc. used by the proposal assignment unit 507.

[0055] Note that FIG. 5B does not include all data stored in database 504, and the present invention is not limited to this.

[0056] <Collection Department> 6A is a block diagram showing the configuration of the collection unit 503. The collection unit 503 searches and collects data necessary for processing for marketing support from the UGC database 303 via the communication control unit 501, and stores and accumulates the searched and collected data in the database 504.

[0057] The collection unit 503 includes a hashtag acquisition unit 601, an Instagram Graph API access unit 602, a top social media acquisition unit 603, an Instagram oEmbed API access unit 604, an account acquisition unit 605, and an upload acquisition and storage unit 606. That is, the collection unit 503 includes a top social media acquisition unit and an account acquisition unit. The top social media acquisition unit acquires top social media that are ranked high in search results for each of the plurality of hashtags using the Instagram Graph API. The account acquisition unit acquires identification information of the account that uploaded the content to the acquired top social media using the Instagram oEmbed API.

[0058] The hashtag acquisition unit 601 has a hashtag storage unit 611, and acquires and stores, for example, five hashtags selected or input by an operator from the operation unit 522. The hashtags may be arbitrarily selected or may be selected to suit a new campaign. The Instagram Graph API access unit 602 holds each hashtag 621 and accesses the Instagram Graph API to search for the top social media for each hashtag. The top social media acquisition unit 603 has a top social media storage unit 631, and acquires and stores the top social media searched for in response to each hashtag from the Instagram Graph API, and stores them in the database 504. The Instagram oEmbed API access unit 604 accesses the Instagram oEmbed API to acquire identification information of the account uploaded to each top social media 641 acquired from the Instagram Graph API and the uploaded content. The account acquisition unit 605 has an account / upload data storage unit 651, and acquires identification information of the account uploaded to each top social media and the uploaded data to that social media from the Instagram oEmbed API and stores them. The upload acquisition and storage unit 606 has a table 661 in which uploaded data is ranked, and stores the account identification information and the uploaded data acquired by the account acquisition unit 605 from the Instagram oEmbed API in a ranked order in the database 504 .

[0059] In addition, the collection unit 503 may further include a hashtag selection unit that selects multiple hashtags related to the new campaign, and the top social media acquisition unit 603 may acquire identification information of the accounts that are upload sources that upload to the top social media that are ranked high in search results for each of the selected multiple hashtags.

[0060] (Hashtag search) 6B is a diagram showing a hashtag search. In this embodiment, the hashtag search is performed using the Instagram Graph API.

[0061] 6B shows search methods 610 available using the Instagram Graph API and obtainable data 620. Available search methods 610 include a "recent_media" search that searches for data uploaded within the last 24 hours, and a "top_media" search that searches for data posted on popular social media, and in this embodiment, a "top_media" search is performed based on a hashtag.

[0062] (Collection Department Processing Procedures) Fig. 6C is a flowchart showing the processing procedure of the collection unit 503. This flowchart is executed by a CPU (Central Processing Unit) of the information processing device 310 using a RAM (Random Access Memory), and realizes the components of Figs. 5A and 6A.

[0063] In step S611, the information processing device 310 selects hashtags to be used in the hashtag search. The hashtags may be selected arbitrarily or may be selected based on a new campaign. The number of hashtags selected is not limited, but five hashtags are selected in this embodiment. In step S613, the information processing device 310 uses the Instagram Graph API to acquire top social media (for example, up to 3000th place) for each selected hashtag. Step S613 is repeated for the number of selected hashtags. Next, in step S615, the information processing device 310 uses the Instagram Embed API to acquire identification information of the account held by the upload source from the upload data of each top social media acquired in step S613. Then, in step S617, the information processing device 310 assigns search rankings in the order of acquisition of the account identification information, and stores the upload data in the database 504.

[0064] <Configuration of the Statistics and Analysis Department> 7A is a block diagram showing the configuration of the aggregation and analysis unit 505. The aggregation and analysis unit 505 aggregates and analyzes data searched and collected from the UGC database 303 to obtain an index for selecting an appropriate creator for a new campaign. Then, the aggregation unit 505 aggregates social media data and search rankings to evaluate each of the multiple accounts.

[0065] The tabulation and analysis unit 505 has a ranking data tabulation unit 701 and an account-based tabulation output unit 702. The ranking data tabulation unit 701 tabulates 711 the number of times the identification information of each account has been ranked, the highest rank, etc., of the identification information of each account based on the data of the UGC database 303 linked to the identification information of the acquired multiple accounts. For example, the evaluation of an account is based on the data of the UGC database 303 linked to the identification information of the acquired multiple accounts, and the evaluation results are at least two of the tabulation results of the number of times the identification information of each account has been ranked, the highest rank, the power obtained by multiplying the ranking rank by a coefficient, the average engagement, and the average number of comments.

[0066] The account unit tally output unit 702 outputs an overall tally 725 and an individual hashtag tally 726 for each account from the tallying results of the ranking data tallying unit 701 as selection indicators for the accounts.

[0067] (Processing of the tabulation and analysis section) 7B to 7E are diagrams for explaining the processing of the tabulation and analysis unit 505. In FIG.

[0068] FIG. 7B is a diagram illustrating the account selection index 710 in the compilation and analysis unit 505. As shown in FIG.

[0069] In FIG. 7B, various interests are analyzed, and a comprehensive evaluation is performed by combining the interests. For example, a comprehensive evaluation is performed on the upload effect of combining a hashtag such as a brand tag and a hashtag that the campaign requester places importance on. For example, based on UGC data linked to the identification information of multiple accounts uploaded to social media that rank high in hashtag searches, the number of times the identification information of each account is ranked, the highest rank, the power obtained by multiplying the ranking rank by a coefficient, the average engagement, and the average number of comments are used as the evaluation index. Then, a two-dimensional graph 711 is generated in which each account is plotted with the number of times the identification information is ranked on the vertical axis and the highest rank on the horizontal axis, and used for evaluation of each account. Also, a two-dimensional graph 712 is generated in which each account is plotted with the power obtained by multiplying the ranking rank by a coefficient on the vertical axis and the average engagement on the horizontal axis, and used for evaluation of each account. Note that the graph is not limited to a two-dimensional graph, but may be a multidimensional graph, and the combination may be a combination suitable for evaluating the influence of the account, the interest and sympathy of the content, etc., and is not limited to the above example. In this way, the identification information of highly rated accounts (their creators) can be identified from data such as the number of times they have been ranked, ranking information, power, engagement information, etc. It is also possible to check the evaluation of their upload data.

[0070] However, accounts with high evaluation indices are not simply selected as suitable accounts for a campaign. For example, accounts with high evaluation indices are popular and may overlap with other campaigns, which may increase costs. Even if an account has a low top ranking and is ranked in only a few times, if its power and engagement meet a certain standard, it may be possible to realize a campaign that is relatively cheap and distinguishable from other campaigns. In other words, the evaluation indices of accounts via top social media from the hashtag search of this embodiment enable efficient, effective, and cost-effective account selection.

[0071] FIG. 7C is a diagram for explaining the analysis result 720 of the aggregation and analysis unit 505. In this embodiment, it is possible to obtain an overall evaluation (power) of the company in important themes. It is possible to evaluate how highly the company's uploaded data is displayed in search results. It is possible to grasp accounts that are at the top of search results. It is possible to grasp the degree of mention of the company in important themes (word of mouth based on UGC data). In other words, since the account information is based on the top social media by hashtag search, it is possible to present a total overall evaluation 721 multiplied by important themes. Furthermore, it is possible to present an evaluation ranking of various interests by field, the influence of each interest of multiple interests that are important to the campaign requester, and the interest and sympathy of content, etc.

[0072] FIG. 7D is a diagram showing a presentation example 730 of the analysis results of the tabulation and analysis unit 505.

[0073] In the presentation example 730 of the analysis result of the tabulation and analysis unit 505, the number of rankings, power, average number of likes, average number of comments, and highest rank of the identification information of the five picked accounts are presented as evaluation indexes. With reference to the presentation example 730, the identification information of an account appropriate for a new campaign (creator or influencer) is selected.

[0074] FIG. 7E is a diagram showing another presentation example 740 of the analysis results of the tabulation and analysis unit 505.

[0075] In a presentation example 740 of the analysis results of the tabulation and analysis unit 505, evaluation indexes 741 of the company's account and evaluation indexes 742 of the four selected accounts are presented in a comparable manner. The number of rankings, average power, average number of likes, average number of comments, and comprehensiveness number are presented as evaluation indexes for each account. With reference to the presentation example 730, identification information of an account appropriate for a new campaign (creator or influencer) is selected. Here, the "comprehensiveness number" is an index for determining whether information necessary for a user in relation to a new campaign is included in the content without omission, and whether the content does not include unnecessary information with little relevance.

[0076] (Processing procedure of the tabulation and analysis unit) Fig. 7F is a flowchart showing the processing procedure of the tabulation and analysis unit 505. This flowchart is executed by the CPU of the information processing device 310 using the RAM, and realizes the components of Figs. 5A and 7A.

[0077] In step S721, the information processing device 310 tally up the ranking data of the top social media. That is, it tally up the number of times ranked in, the highest ranking, the "power" calculated by multiplying the ranking by a coefficient, the average engagement, the average number of comments, etc. Then, in step S723, the information processing device 310 stores each tally value by account, overall tally, and hashtag individually in the database 504 and displays them on the display unit 521.

[0078] <Output content analysis unit configuration> 8A is a block diagram showing the configuration of the output content analysis unit 506. Regarding identification information of accounts suitable for uploading for a new campaign, the output content analysis unit 506 selects identification information of accounts more suitable for uploading for a new campaign based on the number of followers collected from UGC, the most recent upload tendency, and the upload content.

[0079] The output content analysis unit 506 has an account selection unit 801 , a selected account investigation unit 802 , and a recommended account selection unit 803 .

[0080] The account selection unit 801 stores account rankings 811 corresponding to the tabulation items based on the analysis results of the tabulation and analysis unit 505, and selects identification information of accounts appropriate for the campaign. The selected account investigation unit 802 collects upload contents from the UGC database 303 and investigates the identification information of each selected account selected by the account selection unit 801, and outputs investigation results 821. The recommended account selection unit 803 refers to the investigation results 821 of the selected account investigation unit 802, selects more appropriate recommended accounts 831 from the identification information of the selected accounts, displays them on the display unit 521, and notifies the campaign request source terminal 311.

[0081] (Processing procedure of output content analysis part) Fig. 8B is a flowchart showing the processing procedure of the output content analysis unit 506. This flowchart is executed by the CPU of the information processing device 310 using the RAM, and realizes the components of Figs. 5A and 8A.

[0082] In step S831, the information processing device 310 sorts the output data by tabulation item and picks out the identification information of excellent accounts in the items appropriate for the campaign. In step S833, the information processing device 310 accesses the official Instagram website to investigate additional information on the identification information of the picked-up accounts. For example, the number of followers, the most recent upload trends, and the uploaded contents are confirmed. Then, in step S835, the information processing device 310 lists the identification information of accounts that are excellent and determined to be suitable for this campaign, and proposes an upload request to creators who have the identification information of the accounts listed in the campaign request source.

[0083] <Configuration of Proposal Assignment Department and Effectiveness Measurement Department> FIG. 9A is a block diagram showing the configuration of the proposal assignment unit 507 and the effect measurement unit 508.

[0084] The proposal assignment unit 507 has a creator request unit 901 and a campaign implementation unit 902. The creator request unit 901 requests an upload from a creator who has a recommended account selected by the recommended account selection unit 803, and obtains a result 911 of acceptance (OK) or rejection (NG). The campaign implementation unit 902 implements upload data 921 suitable for a new campaign in cooperation with the creator who accepted the upload.

[0085] The effectiveness measurement unit 508 collects data regarding uploads from the UGC database 303, and evaluates the effectiveness of uploads for a new campaign by creators who have agreed to upload among multiple creators who each have identification information of multiple accounts selected by the account selection unit.

[0086] (Procedures for Proposal Assignment and Effectiveness Measurement) Fig. 9B is a flowchart showing the processing procedure of the proposal assignment unit 507 and the effect measurement unit 508. This flowchart is executed by the CPU of the information processing device 310 using the RAM, and realizes the components of Figs. 5A and 9A.

[0087] In step S941, the information processing device 310, together with the campaign requester, finally decides on the account to be assigned, and performs scouting for the decided account. In step S943, the information processing device 310 determines whether the scouting is successful. If the scouting is successful, in step S945, the information processing device 310 requests the creator who has been successfully scouted to upload according to the campaign contents. Then, in step S950, the information processing device 310 measures the effectiveness of whether the data uploaded by the assigned account is ranked in the top social media, whether there is engagement, etc. On the other hand, if the scouting is unsuccessful, in step S947, the information processing device 310 records the failure of the scouting.

[0088] (Processing of the tabulation and analysis section) 9C to 9E are diagrams for explaining the processing of the proposal assignment unit 507 and the effect measurement unit 508. In Fig. 9C to 9E, an example of a campaign regarding a function that allows a smartphone to be used in place of a television is shown.

[0089] 9C is a diagram illustrating various examples 910 of uploads for a new campaign. As examples, FIG. 9C shows examples of uploads for a new campaign appearing at the top of hashtag searches, branded content advertisements, website use, and uploads to a company account.

[0090] Fig. 9D is a diagram for explaining an example 920 of effect measurement by the effect measurement unit 508. Fig. 9D shows an example of evaluation of the results of attaching multiple hashtags to upload data by a creator. In the search results for the five hashtags shown in Fig. 9D, for example, uploaded data for "Transfer CDs to your smartphone without needing a PC!" is uploaded to each of them.

[0091] 9E is a diagram showing an example 930 of effect measurement by the effect measurement unit 508. In FIG. 9E, the evaluation result of the effect is shown when, according to this embodiment, the identification information of accounts is extracted from the top social media (top social media) by hashtag search and evaluated, and the creator of the identification information of the highly rated account is requested to upload as support for a new campaign. For example, the upload effect of Instagram reels was a 1.510% increase in the number of reaches and a 3.935% increase in the number of saves, and a 1.328% increase in the number of reaches and a 1.138% increase in the number of saves.

[0092] According to this embodiment, it is possible for the creator to provide effective support for the campaign of the sponsor (campaign requester).

[0093] That is, in this embodiment, the identification information of the creator or influencer account is evaluated based on the hashtag, and thus it is possible to effectively and efficiently select creators or influencers who can upload content suitable for the campaign of the campaign requester, without selecting based only on the number of followers or the number of uploads.

[0094] In this embodiment, the selection of creators or influencers who can upload content suitable for the campaign of the campaign requester is performed by searching top social media using hashtags, so that the user's interests 441 can be easily incorporated into the selection criteria. Since important evaluation is also performed on a hashtag basis, relevance and design that captures the target are important. In other words, the evaluation procedure follows the relationship of each browsing user, that is, "Discovery tab → Search top → Recommended display," which is influenced by the popularity of each user's interest, so seed accounts are also reflected.

[0095] According to the present embodiment, the selection of creators or influencers capable of uploading content suitable for the campaign of the campaign requester improves the reach rate to followers and spreads content to non-followers based on the evaluation of the degree of influence between users and the interest and sympathy of the content. In other words, the evaluation of the upload source (creator or influencer)'s uploads, reels, stories, etc. based on the interests and relationships of followers and content viewers up to now follows the relationship of the viewing user, which is "Discovery tab → Search top → Recommended display (of content or account identification information)". Therefore, the possibility that non-followers will be linked to uploads by the selected creators or influencers during viewing increases, and naturally the possibility of acquiring them as new users also increases.

[0096] [Other embodiments] Although the present invention has been described above with reference to the embodiments, the present invention is not limited to the above embodiments. Various modifications that can be understood by those skilled in the art can be made to the configuration and details of the present invention within the technical scope of the present invention. In addition, systems or devices that combine the separate features included in each embodiment in any way are also included in the technical scope of the present invention.

[0097] The present invention may be applied to a system consisting of multiple devices, or to a single device. Furthermore, the present invention is also applicable to a case where an information processing program for implementing the functions of the embodiments is supplied to a system or device and executed by a built-in processor. In order to implement the functions of the present invention with a computer, a program installed on a computer, a medium storing the program, a server for downloading the program, and a processor for executing the program are also included in the technical scope of the present invention. In particular, at least a non-transitory computer readable medium storing a program for causing a computer to execute the processing steps included in the above-mentioned embodiments is included in the technical scope of the present invention.

Claims

1. an acquisition unit that acquires identification information of an account that is displayed in a top search result for each of a plurality of hashtags based on UGC (User Generated Content), assigns search rankings to the account, and stores the search rankings in a storage unit; an account evaluation unit that aggregates the search rankings corresponding to the hashtags for each of a plurality of account identification information and evaluates the influence of each of the plurality of accounts; an account presentation unit that selects and presents identification information of an account suitable for uploading for a new campaign from among the identification information of the multiple accounts based on an evaluation result of the account evaluation unit; An information processing device comprising:

2. The acquisition unit is A top social media acquisition unit that acquires top social media that are ranked high in search results for each of the plurality of hashtags using the Instagram Graph API; An account acquisition unit that acquires identification information of an account from which the upload was made to the top social media using the Instagram oEmbed API; The information processing apparatus according to claim 1 ,

3. The storage unit further stores the uploaded data with a search ranking of the uploaded data on social media based on the hashtag. The information processing device according to claim 1 , wherein the account evaluation unit further compiles search rankings of the social media assigned to the uploaded data, and evaluates the influence of each of the plurality of accounts.

4. The information processing device according to claim 1 , wherein the account evaluation unit outputs at least two of the number of times each account has been ranked, its highest ranking, the power obtained by multiplying the ranking position by a coefficient, the average engagement, and the average number of comments as evaluation results based on the UGC linked to the identification information of the multiple accounts acquired by the acquisition unit.

5. The information processing device of claim 1, further comprising an account selection unit that selects identification information of an account that is more suitable for uploading for the new campaign based on the number of followers, most recent upload trends, and upload content collected from the UGC from the identification information of accounts suitable for uploading for the new campaign presented by the account presentation unit.

6. The information processing device according to claim 5, further comprising an effectiveness measurement unit that evaluates the effectiveness of uploads for the new campaign by creators who have agreed to uploads for the new campaign among a plurality of creators each having identification information of a plurality of accounts selected by the account selection unit.

7. A hashtag selection unit is further provided for selecting the plurality of hashtags associated with the new campaign; The information processing device according to claim 1 , wherein the acquisition unit acquires identification information of an account that is an upload source that uploads content to a social media site that ranks highly in search results for each of the selected hashtags.

8. an acquisition step in which an acquisition unit acquires identification information of an account indicating an upload source that is displayed in a high search ranking for each of a plurality of hashtags based on UGC (User Generated Content), and stores the acquired information in a storage unit with a search ranking; an account evaluation step in which an account evaluation unit aggregates the search rankings corresponding to the plurality of hashtags for each of identification information of a plurality of accounts and evaluates the influence of each of the plurality of accounts; an account presentation step in which an account presentation unit selects and presents identification information of an account suitable for uploading for a new campaign from among the identification information of the multiple accounts based on an evaluation result of the account evaluation unit; An information processing method comprising:

9. The information processing method of claim 8, further comprising an account selection step of selecting, from the identification information of accounts suitable for uploading for the new campaign presented in the account presentation step, identification information of an account that is more suitable for uploading for the new campaign based on the number of followers, most recent upload trends, and upload content collected from the UGC.

10. The information processing method according to claim 9, further comprising an effectiveness measurement step of evaluating the effectiveness of uploads for the new campaign by creators who have agreed to upload for the new campaign among a plurality of creators each having identification information of a plurality of accounts selected by the account selection step.

11. an acquisition step of acquiring identification information of an account indicating an upload source that is displayed in a top search result for each of a plurality of hashtags based on UGC (User Generated Content), and storing the acquired information in a storage unit with a search ranking; an account evaluation step of aggregating the search rankings corresponding to the hashtags for each of a plurality of account identification information and evaluating the influence of each of the plurality of accounts; an account presenting step of selecting and presenting identification information of an account suitable for uploading for a new campaign from among the identification information of the multiple accounts based on an evaluation result of the account evaluation unit; An information processing program that causes a computer to execute the above.

Images