Advertising and incentives over a social network

Abstract

A method whereby advertisers wish to deliver at least one of offerings and advertising messages relative to at least one of a product and a service to a target audience of users selected by a system operator during an advertising campaign. The method includes defining the users within the context of a social network, selecting the users from among the users of the social network, storing the information relevant to the defined users and utilizing the information stored/defined within the social network to deliver the messages to the users in an optimal manner.

1 - 20 . (canceled) 
     
     
         21 . An advertising method implemented by at least one computing device, said advertising method comprising:
 obtaining information from a social network, said information describing interactions of users via said social network;   determining influence of some of said users on others of said users via said social network from said information; and   computing a reward based on said influence for at least one of said users.   
     
     
         22 . The method of  claim 21 , wherein said information describes status updates communicated via said social network. 
     
     
         23 . The method of  claim 21 , wherein said information describes content sharing that was performed via said social network. 
     
     
         24 . The method of  claim 21 , wherein said reward is a nonmonetary reward. 
     
     
         25 . The method of  claim 24 , wherein said nonmonetary reward includes an indicator that is viewable via a profile of said at least one of said users in said social network. 
     
     
         26 . The method of  claim 21 , wherein a notification of said reward is communicated via an email. 
     
     
         27 . The method of  claim 21 , wherein said determining influence is based at least in part on a number of communications involving said reward that were communicated via said social network that were initiated by each user that caused subsequent communications via said social network. 
     
     
         28 . The method of  claim 21 , wherein said determining influence includes computing an influence graph. 
     
     
         29 . The method of  claim 21 , wherein:
 said reward is one of a plurality of rewards,   said plurality of rewards is based on at least one criterion used in said determining influence; and   said plurality of rewards is arranged in a hierarchy according to said at least one criterion.   
     
     
         30 . An advertising method implemented by at least one computing device, said advertising method comprising:
 computing an effect of a reward, associated with a product or service, on communications via a social network between users of said social network; and   employing information relating to said effect to generate a display in a user interface to show said effect of said reward.   
     
     
         31 . The method of  claim 30 , wherein said employing includes indicating a monetary amount that is chargeable to a provider of said product or service regarding said reward. 
     
     
         32 . The method of  claim 31 , wherein said monetary amount is based at least in part on said effect. 
     
     
         33 . The method of  claim 30 , wherein said reward is associated with user profiles of said social network. 
     
     
         34 . The method of  claim 30 , wherein said reward is a nonmonetary reward that is configured to recognize one or more of said users of said social network that initiated communications regarding said product or service. 
     
     
         35 . The method of  claim 30 , wherein said computing of said effect is based at least in part on a number of communications involving said reward, communicated via said social network that were initiated by each of said users, respectively, that caused subsequent communications via said social network. 
     
     
         36 . At least one tangible computer-readable medium comprising instructions stored thereon that, responsive to execution on a computing device, cause the computing device to:
 determine influence of a plurality of users of a social network on each other;   ascertain designated users of said plurality of users who are to receive a reward based on said influence; and   communicate a notification of said reward to said designated users via accounts of said designated users in said social network.   
     
     
         37 . At least one tangible computer-readable medium of  claim 36 , wherein said influence is based at least in part on multiple communications involving said reward that were communicated via said social network and that were initiated by each of said plurality of users, respectively, which multiple communications caused subsequent communications via said social network. 
     
     
         38 . At least one tangible computer-readable medium of  claim 36 , wherein said rewards are arranged in a hierarchy according to one or more criteria. 
     
     
         39 . An advertising method comprising:
 obtaining data, using at least one computing device, that describes interaction of users via a social network, said interaction pertaining to a number of mentions of a product or service by said users;   determining influence, using said at least one computing device, of one or more of said users on other ones of said users via said social network from said obtained data, said influence being based at least in part on said number of mentions of said product or service; and   configuring a reward, using said at least one computing device, to be associated with at least one of said users based on said influence, said reward being associated with a user profile that is displayed in conjunction with status updates originated by said at least one of said users in a network feed of at least one other of said users of said social network.   
     
     
         40 . The method of  claim 39 , wherein said data describes status updates communicated via said social network. 
     
     
         41 . The method of  claim 39 , wherein said data describes content sharing that was performed via said social network. 
     
     
         42 . The method of  claim 39 , where said determining influence includes computing an influence diagram. 
     
     
         43 . A method executing on one or more computing devices, the method comprising:
 transmitting, using said one or more computing devices, an electronic advertisement to a computing device of a user, wherein said electronic advertisement includes an invitation for said user to receive a non-cash benefit in return for allowing an advertiser associated with said electronic advertisement to utilize one or more aspects of an account of said user on a social network on behalf of said advertiser, wherein said social network comprises a service on which said user can post messages, and wherein said social network comprises accounts for each of one or more co-users of said social network and said account of said user is connected to said accounts of said one or more co-users of said social network;   receiving, using said one or more computing devices, an indication that said user has accepted said invitation for said non-cash benefit; and   in response to said receiving said indication, performing at least one action on behalf of said advertiser relating to said account of said user on said social network.   
     
     
         44 . The method of  claim 43 , wherein said non-cash benefit comprises a discount on a product or service provided by said advertiser. 
     
     
         45 . The method of  claim 43 , wherein said non-cash benefit comprises access to at least one of a product, a service and information to which said user did not previously have access. 
     
     
         46 . The method of  claim 43 , wherein said user allowing said advertiser to utilize one or more aspects of said account of said user comprises said user agreeing to post a message on said account of said user on said social network, wherein performing said action on behalf of said advertiser comprises transmitting data responsive to which said message is posted, wherein said message is related to at least one of said advertisement and said advertiser. 
     
     
         47 . The method of  claim 43 , further comprising:
 receiving interaction data relating to an interaction of one or more co-users of said social network with a posted message; and   storing derived data based on said interaction data in a memory and providing said advertiser with access to said derived data.   
     
     
         48 . The method of  claim 47 , wherein said non-cash benefit is based at least in part on said interaction data. 
     
     
         49 . The method of  claim 43 , wherein said performing said one or more actions on behalf of said advertiser comprises storing social network data relating to said social network of said user in a memory and providing said advertiser with access to said social network data. 
     
     
         50 . The method of  claim 49 , wherein said social network data comprises a list of said co-users with which said user is connected in said social network. 
     
     
         51 . The method of  claim 49 , wherein said social network data comprises profile information associated with said user on said social network. 
     
     
         52 . The method of  claim 49 , wherein said non-cash benefit is based at least in part on said social network data. 
     
     
         53 . The method of  claim 52 , wherein said non-cash benefit is based at least in part on a number of co-users with which said user is connected through said social network. 
     
     
         54 . The method of  claim 43 , wherein a confirmation message is provided to said user and said confirmation message includes information usable by said user to access said non-cash benefit. 
     
     
         55 . A communications apparatus comprising:
 at least one computing device operably coupled to at least one memory and configured to:
 transmit an electronic advertisement to a computing device of a user, wherein said electronic advertisement includes an invitation for said user to receive a non-cash benefit in return for allowing an advertiser associated with said electronic advertisement to utilize one or more aspects of an account of said user on a social network on behalf of said advertiser, wherein said social network comprises a service on which said user can post messages, and wherein said social network comprises accounts for each of one or more co-users of said social network and said account of said user is connected to said accounts of said one or more co-users of said social network; 
 receive an indication that said user has accepted said invitation for said non-cash benefit; 
 in response to said indication, perform at least one action on behalf of said advertiser relating to said account of said user on said social network; and 
 in response to said indication, transmit benefit data to said user that is configured to provide said user with access to said non-cash benefit. 
   
     
     
         56 . The apparatus of  claim 55 , wherein said non-cash benefit comprises a discount on a product or service provided by said advertiser. 
     
     
         57 . The apparatus of  claim 55 , wherein said non-cash benefit comprises access to at least one of a product, service, or information to which the user did not previously have access. 
     
     
         58 . The apparatus of  claim 55 , wherein said at least one computing device is configured to perform said at least one action on behalf of said advertiser by transmitting responsive data, responsive to which a message is posted on said account of said user on said social network, said message being related to at least one of said advertisement or said advertiser. 
     
     
         59 . The apparatus of  claim 55 , wherein said at least one computing device is configured to:
 receive interaction data relating to an interaction of one or more co-users of said social network with a posted message; and   store derived data based on said interaction data in said at least one memory and provide said advertiser with access to said derived data.   
     
     
         60 . The apparatus of  claim 59 , wherein said non-cash benefit is based at least in part on said interaction data. 
     
     
         61 . The apparatus of  claim 55 , wherein said at least one computing device is configured to perform at least one of said at least one action on behalf of said advertiser by storing social network data, relating to said social network of said user, in said at least one memory and providing said advertiser with access to said social network data. 
     
     
         62 . The apparatus of  claim 61 , wherein said social network data comprises a list of said co-users with whom said user is connected in said social network. 
     
     
         63 . The apparatus of  claim 61 , wherein said social network data comprises profile information associated with said user on said social network. 
     
     
         64 . The apparatus of  claim 61 , wherein said non-cash benefit is based at least in part on said social network data. 
     
     
         65 . The apparatus of  claim 64 , wherein said non-cash benefit is based at least in part on a number of co-users with whom said user is connected through said social network. 
     
     
         66 . A computer-readable medium having instructions stored thereon that, when executed by a processor, cause said processor to perform operations comprising:
 transmitting an electronic advertisement to a computing device of a user, wherein said electronic advertisement includes an invitation for said user to receive a non-cash benefit in return for allowing an advertiser associated with said electronic advertisement to utilize one or more aspects of an account of said user on a social network on behalf of said advertiser, wherein said social network comprises a service on which said user can post messages, and wherein said social network comprises accounts for each of one or more co-users of said social network and said account of said user is connected to said accounts of said one or more co-users of said social network;   receiving an indication that said user has accepted said invitation for said non-cash benefit;   in response to said receiving said indication, performing at least one action on behalf of said advertiser relating to said account of said user on said social network; and   in response to said receiving said indication, transmitting data to said user that is configured to provide said user with access to said non-cash benefit.   
     
     
         67 . The computer-readable medium of  claim 66 , wherein said performing said at least one action on behalf of said advertiser comprises transmitting data responsive to which a message is posted on said account of said user on said social network, wherein said message is related to at least one of said advertisement or said advertiser. 
     
     
         68 . The computer-readable medium of  claim 66 , further comprising:
 receiving interaction data relating to an interaction of one or more co-users of said social network with a posted message; and   storing derived data, based on said interaction data, in a memory and providing said advertiser with access to said derived data.   
     
     
         69 . The computer-readable medium of  claim 68 , wherein said non-cash benefit is based at least in part on said interaction data. 
     
     
         70 . The method of  claim 43 , wherein said non-cash benefit comprises a discount relating to at least one of said advertiser or a product or service associated with said advertisement, and wherein a value of said discount provided to said user increases as a number of co-users with whom said user is connected through said social network increases. 
     
     
         71 . The method of  claim 43 , wherein said non-cash benefit comprises a discount relating to at least one of said advertiser or a product or service associated with said advertisement, and wherein a value of said discount provided to said user increases as a number of co-users who interact with said posted message increases. 
     
     
         72 . The method of  claim 46 , further comprising transmitting said electronic advertisement to at least one of co-users who repost said message and co-users who provide an indication of approval of said message, wherein said electronic advertisement includes an invitation for said at least one of co-users who repost said message and co-users who provide an indication of approval of said message to receive said non-cash benefit in return for allowing said advertiser to utilize one or more aspects of an account of said at least one of co-users who repost said message and co-users who provide said indication of approval of said message on a social network on behalf of said advertiser. 
     
     
         73 . A method, comprising:
 detecting, via a processor, a social networking interaction by a user within a social networking website that positively references a marketplace offering of an entity;   ascertaining, in response to said detecting said social networking interaction by the user, a social networking influence of the user based upon entity interactions by social network connections of the user with said entity via a plurality of entity access channels of said entity;   determining that said social networking influence of the user satisfies a reward threshold defined within a social networking influence incentive rule; and   generating, in response to said determining that said social networking influence of the user satisfies said reward threshold, an incentive defined within said social networking influence incentive rule for the user.   
     
     
         74 . The method of  claim 73 , wherein said ascertaining, in response to said detecting said social networking interaction by the user, said social networking influence of the user based upon said entity interactions by said social network connections of the user with said entity via said plurality of entity access channels of said entity comprises:
 identifying social network connections of the user;   monitoring subsequent entity interactions with said entity via said plurality of entity access channels of said entity; and   calculating social networking influence of the user based upon a number of said subsequent entity interactions determined to have been performed by said social network connections of the user.   
     
     
         75 . The method of  claim 74 , wherein said calculating said social networking influence of the user based upon said number of said subsequent entity interactions comprises:
 analyzing said subsequent entity interactions with said entity via said plurality of entity access channels of said entity;   ascertaining a number of said subsequent entity interactions with said entity via said plurality of entity access channels of said entity that were performed by said social network connections of the user;   mapping a number of said subsequent entity interactions determined to have been performed by said social network connections of the user to said social networking interactions of the user; and   assigning said social networking influence to the user based upon said number of said subsequent entity interactions.   
     
     
         76 . The method of  claim 73 , further comprising:
 in a simulation mode, determining that said social networking influence of the user is not defined within said social networking influence incentive rule;   in a simulation mode, determining that said social networking influence of the user justifies a new social networking incentive definition;   creating, in response to said determining that said social networking influence of the user justifies said new social networking incentive definition, a new social networking influence incentive rule comprising said new social networking incentive definition; and   generating said incentive for the user using said new social networking influence incentive rule.   
     
     
         77 . The method of  claim 73 , further comprising:
 creating an incentive profile for the user based upon said social networking influence of the user;   monitoring said social networking influence of the user over time;   ascertaining that said social networking influence of the user has changed over time;   adjusting, in response to said ascertaining that said social networking influence of the user has changed over time, said social networking influence of the user within said incentive profile for the user based on a function of changing social networking influence of the user over time; and   changing future suggestions of incentives for the user based upon said social networking influence of the user within said incentive profile for the user as adjusted by said adjusting.   
     
     
         78 . The method of  claim 73 , further comprising:
 determining that said generated incentive defined within said social networking influence incentive rule for the user did not effectively incentivize further positive social networking interactions by the user; and   increasing said incentive defined within said social networking influence incentive rule for the user in response to said determining that said generated incentive defined within said social networking influence incentive rule for the user did not effectively incentivize further positive social networking interactions by the user.   
     
     
         79 . A system, comprising:
 a memory that stores social networking influence incentive rules; and   a processor programmed to:
 detect a social networking interaction by a user within a social networking website that positively references a marketplace offering of an entity; 
 determine, in response to detecting said social networking interaction by the user, a social networking influence of the user based upon entity interactions by social network connections of the user with said entity via a plurality of entity access channels of said entity; 
 ascertain that said social networking influence of the user satisfies a reward threshold defined within a social networking influence incentive rule; and 
 generate, in response to ascertaining that said social networking influence of the user satisfies said reward threshold defined within said social networking influence incentive rule, an incentive defined within said social networking influence incentive rule for the user. 
   
     
     
         80 . The system of  claim 79 , wherein said processor which is programmed to determine is programmed to:
 identify said social network connections of the user;   monitor subsequent entity interactions with said entity via said plurality of entity access channels of said entity; and   calculate said social networking influence of the user based upon a number of said subsequent entity interactions determined to have been performed by said social network connections of the user.   
     
     
         81 . The system of  claim 80 , wherein said processor programmed to calculate is programmed to:
 analyze said subsequent entity interactions with said entity via said plurality of entity access channels of said entity;   ascertain a number of said subsequent entity interactions with said entity via said plurality of entity access channels of said entity that were performed by said social network connections of the user;   map said number of said subsequent entity interactions determined to have been performed by said social network connections of the user to said social networking interaction by the user; and   assign said social networking influence to the user based upon said number of said subsequent entity interactions.   
     
     
         82 . The system of  claim 79 , wherein said processor is further programmed to:
 ascertain that said social networking influence of the user is not defined within said social networking influence incentive rule;   determine that said social networking influence of the user justifies a new social networking incentive definition;   create, in response to determining that said social networking influence of the user justifies said new social networking incentive definition, a new social networking influence incentive rule comprising said new social networking incentive definition, said create a new social networking influence incentive rule comprising:
 defining said social networking influence of the user as a new social networking incentive threshold within said new social networking incentive definition of said new social networking influence incentive rule; and 
 providing a new incentive within said new social networking incentive definition of said new social networking influence incentive rule; and 
   generate said incentive for the user using said new social networking influence incentive rule.   
     
     
         83 . The system of  claim 79 , wherein said processor is further programmed to:
 create an incentive profile for the user based upon said social networking influence of the user;   monitor said social networking influence of the user over time;   ascertain that said social networking influence of the user has changed over time;   adjust, in response to determining that said social networking influence of the user has changed over time, said social networking influence of the user within said incentive profile for the user based upon said social networking influence of the user over time; and   change future suggestions of incentives for the user based upon said social networking influence of the user within said incentive profile for the user as adjusted.   
     
     
         84 . The system of  claim 79 , wherein said processor is further programmed to:
 determine that said incentive defined within said social networking influence incentive rule for the user did not effectively incentivize further positive social networking interactions by the user; and   increase said incentive defined within said social networking influence incentive rule for the user in response to determining that said incentive defined within said social networking influence incentive rule for the user did not effectively incentivize further positive social networking interactions by the user.   
     
     
         85 . A computer program product comprising a computer readable storage medium including computer readable program code, where the computer readable program code when executed on a computer causes the computer to:
 detect a social networking interaction by a user within a social networking website that positively references a marketplace offering of an entity;   ascertain, in response to detecting said social networking interaction by the user, a social networking influence of the user based upon entity interactions by social network connections of the user with said entity via a plurality of entity access channels of said entity;   determine that said social networking influence of the user satisfies a reward threshold defined within a social networking influence incentive rule; and   generate, in response to determining that said social networking influence of the user satisfies said reward threshold defined within said social networking influence incentive rule, an incentive defined within said social networking influence incentive rule for the user.   
     
     
         86 . The computer program product of  claim 85 , wherein causing the computer to ascertain, in response to detecting said social networking interaction by the user, said social networking influence of the user based upon said entity interactions by said social network connections of the user with said entity via said plurality of entity access channels of said entity, comprises causing the computer to:
 identify said social network connections of the user;   monitor subsequent entity interactions with said entity via said plurality of entity access channels of said entity; and   calculate said social networking influence of the user based upon a number of said subsequent entity interactions determined to have been performed by said social network connections of the user.   
     
     
         87 . The computer program product of  claim 86 , wherein causing the computer to calculate said social networking influence of the user based upon said number of said monitored subsequent entity interactions determined to have been performed by said identified social network connections of the user, comprises causing the computer to:
 analyze said subsequent entity interactions with said entity via said plurality of entity access channels of said entity;   ascertain a number of said subsequent entity interactions with said entity via said plurality of entity access channels of said entity that were performed by said social network connections of the user;   map said number of said subsequent entity interactions determined to have been performed by said social network connections of the user to said social networking interaction by the user; and   assign said social networking influence to the user based upon said number of said subsequent entity interactions.