Social Networking Platform for Brand Consumer Engagement

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Solution Overview

Problem

Current systems fail to effectively enable manufacturer brands to engage consumers at the online retail point of sale, as they lack control over the consumer experience and are hindered by the ineffectiveness of traditional marketing methods and the avoidance of push-type marketing technologies by online retailers.

Innovation Solution

A Global Online Brands Social Networks (BSN) platform and framework that allows brand owners to create and manage brand networks, enabling users to discover, share, and purchase branded products and services across multiple networks, facilitating collaborative and federated social customer relationships, and providing a unified platform for sales, marketing, and customer service.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Reliability

If traditional marketing methods are used, then brand owners can reach consumers, but they lack control over the consumer experience and engagement effectiveness

Engineering Contradiction:

Improveconsumer engagement effectivenessVSAvoidcontrol over consumer experience

Core Design Contradiction:

ReliabilityVSEase of operation

Solution Approach 1:

The patent introduces a social networking platform as an intermediary between brand owners and consumers. This platform enables brand owners to create brand networks where consumers can interact, share experiences, and receive information in a controlled environment, thereby improving engagement effectiveness while maintaining control over the consumer experience through structured interaction frameworks.

Inventive Principle:

Principle #24Intermediary (Mediator)

Solution Approach 2:

The patent replaces traditional mechanical marketing approaches (direct advertising, push marketing) with a social networking mechanism that allows consumers to actively participate, share, and engage with brands through digital platforms. This substitution enables more effective engagement while providing brand owners with control through platform governance and curated experiences.

Inventive Principle:

Principle #28Mechanics substitution (Replace mechanical system)

2Productivity

If push-type marketing technologies are used by online retailers, then consumers can be targeted, but consumers avoid these methods and online retailers avoid using them

Engineering Contradiction:

Improvemarketing effectivenessVSAvoidconsumer resistance to push marketing

Core Design Contradiction:

ProductivityVSObject-affected harmful factors

Solution Approach 1:

Instead of using push-type marketing where retailers send messages to consumers, the patent inverts the approach by creating a pull-based social networking platform where consumers actively seek information, share experiences, and engage with brands. Consumers initiate interactions by joining brand networks, viewing content, and participating in discussions, thereby eliminating resistance to push marketing while maintaining high marketing effectiveness.

Inventive Principle:

Principle #13The other way round (Inversion)

Solution Approach 2:

The patent enables consumers to self-serve their marketing needs by actively navigating brand networks, selecting interests, sharing experiences, and engaging with content they find valuable. This self-service approach eliminates the need for intrusive push marketing while maintaining effective consumer-brand interaction through consumer-driven discovery and engagement.

Inventive Principle:

Principle #25Self-service

3Adaptability or versatility

If brand owners create multiple separate marketing channels, then they can reach different consumer segments, but they cannot provide a unified platform for sales, marketing, and customer service

Engineering Contradiction:

Improveability to reach different consumer segmentsVSAvoidplatform integration complexity

Core Design Contradiction:

Adaptability or versatilityVSDevice complexity

Solution Approach 1:

The patent creates a universal social networking platform that serves multiple functions simultaneously: marketing, sales, and customer service. Brand owners can use the same platform to promote products, facilitate purchases, and provide support through integrated features, thereby reaching different consumer segments without increasing platform complexity. The unified architecture handles diverse consumer needs through a single cohesive system.

Inventive Principle:

Principle #6Universality (Multi-functionality)

Data Source

PatentUS20250104100A1Customizing content delivery from a brand page to a user in a social networking environment

Publication Date: 2025.03.27 PROGWEBT LLC

AI summary

A social networking system user's interaction with a brand page may be tailored to match the user's interests. Content providers or page administrators of a brand page associate keywords with content posted to the brand page. A keyword may define a characteristic of a social networking system user to receive the content or may describe a characteristic of the content. The keywords are compared to a user profile of a user requesting the brand page and content posted to the brand page is selected for presentation to the user based on the user profile and the keywords. For example, content is presented to a user having a characteristic defined by criteria keyword. The selected content posted to the brand page is presented to the user requesting the brand page.