ADVO: A System to Manage Influencer Marketing Campaigns on Social Networks

Featured Application This paper presents a method to design a system to manage influencer marketing campaigns. The designed system can determine emerging influencers for a brand by using these measures about amplification factors for evaluating information propagation, the passion point to measure the favorite of a user of a brand, and the content creation score for determining the ability of post-content creation. In a marketing campaign, the designing system manages the parameters of emerging influencers, such as the information diffusion of each influencer, and determines statistically their effectiveness by presenting the conversion rate of clicks and orders, the number of clicks on interactions, and their revenue. Moreover, this system also supports the customer's decision at that moment based on producing the data visualization of the campaign's results. Therefore, the designed management system is helpful for application in an influencer marketing campaign in practice. In the fourth technology revolution, influencer marketing is an essential kind of digital marketing. This marketing uses identified influencers to viral the information of products to target customers. It is useful to support brands exposed to more valuable online consumers. The influencer marketing campaign needs a management system to manage on a social network. This system helps to increase the efficiency of a campaign. This paper proposes a management system for the influencer marketing campaign, called the ADVO system. This system provides a tool for collecting data on a social network and detecting potential brand influencers for the marketing campaign. The meaningful measures for users include amplification factors for evaluating the information propagation, the passion point to measure a user's favorite when it comes to a brand, and the content creation score for determining the ability of post-content creating. The ADVO system helps the brand to make the decision through real-time visual reports of the campaign. It is a foundation to create commercial activities and construct an advocate community of the related brand.