U.S. patent application number 11/193015 was filed with the patent office on 2006-02-16 for system and method for using social networks for the distribution of communications.
Invention is credited to Antony Brydon, Jeff Patterson.
Application Number | 20060036641 11/193015 |
Document ID | / |
Family ID | 35787867 |
Filed Date | 2006-02-16 |
United States Patent
Application |
20060036641 |
Kind Code |
A1 |
Brydon; Antony ; et
al. |
February 16, 2006 |
System and method for using social networks for the distribution of
communications
Abstract
The present invention provides methods and systems for
facilitating the distribution of a communication, for example,
using one or more enterprise applications. According to one
embodiment, the method comprises obtaining information regarding
one or more entities. Using a software application, hardware device
or combination thereof, a given entity is selected from the one or
more entities. A given member of the enterprise is selected based
on a path between the given member of the enterprise and a given
entity, the path identified by the information regarding the given
entity. A communication is addressed from the given member of the
enterprise to the given entity.
Inventors: |
Brydon; Antony; (New York,
NY) ; Patterson; Jeff; (New York, NY) |
Correspondence
Address: |
BROWN, RAYSMAN, MILLSTEIN, FELDER & STEINER LLP
900 THIRD AVENUE
NEW YORK
NY
10022
US
|
Family ID: |
35787867 |
Appl. No.: |
11/193015 |
Filed: |
July 28, 2005 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
|
|
60592294 |
Jul 28, 2004 |
|
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60592295 |
Jul 28, 2004 |
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Current U.S.
Class: |
1/1 ;
707/999.102 |
Current CPC
Class: |
G06Q 50/01 20130101;
G06Q 10/063 20130101; G06Q 30/02 20130101; G06Q 30/06 20130101;
G06Q 10/107 20130101 |
Class at
Publication: |
707/102 |
International
Class: |
G06F 7/00 20060101
G06F007/00 |
Claims
1. A method for facilitating the distribution of a communication
using a social network, the method comprising: obtaining
information regarding one or more entities; selecting a given
entity from the one or more entities; selecting a given member of
the enterprise based on a path between the given member of the
enterprise and a given entity, the path identified by the
information regarding the given entity; addressing a communication
from the given member of the enterprise to the given entity; and
transmitting the communication to the given entity.
2. The method of claim 1 wherein a given entity includes an entity
selected from the group comprising an individual and an
organization.
3. The method of claim 1 comprising prioritizing the information
regarding the one or more entities.
4. The method of claim 3 wherein prioritizing comprises
prioritizing according to the path between the one or more entities
and the one or more members of the enterprise.
5. The method of claim 4 wherein prioritizing comprising
prioritizing according to a strength of the path between the one or
more entities and the one or more members of the enterprise.
6. The method of claim 1 comprising generating a visual indication
of the path between the one or more entities and the one or more
members of the enterprise.
7. The method of claim 6 comprising generating a visual indication
of a strength of the path between the one or more members of the
enterprise and the one or more entities.
8. The method of claim 1 wherein selecting a given member of the
enterprise comprises selecting based on a strength of the path
between the given member and the given entity.
9. The method of claim 1 comprising allowing the communication to
be personalized by the given member.
10. The method of claim 1 comprising providing the communication to
the given member for approval.
11. The method of claim 10 comprising: determining if the given
member approves the communication; if the given member does not
approve the communication, selecting a second given member of the
enterprise based on the a path between the second given member and
the given entity; addressing the communication from the second
given member to the given entity; and transmitting the
communication to the given entity.
12. The method of claim 11 comprising: if no member approves the
communication, addressing the communication from the enterprise to
the given entity; and transmitting the communication to the given
entity.
13. The method of claim 1 comprising tracking a response to the
communication from the given entity.
14. The method of claim 13 comprising determining the effectiveness
of a campaign based on the tracked response to the communication
from the given entity.
15. The method of claim 1 comprising displaying the path between
the one or more entities and the or more members of the enterprise
in conjunction with an application selected from the group
comprising a CRM application, an SFA application, an HRM
application and a messaging application.
16. A method for facilitating the distribution of a communication
using a social network, the method comprising: obtaining
information regarding one or more entities; selecting a given
entity from the one or more entities; identifying a path between
one or more members of the enterprise and the given entity; and
transmitting a communication through the one or more members of the
enterprise to the given entity according to the path.
Description
[0001] Applicants hereby claim the benefit of U.S. Provisional
Patent Application Ser. No. 60/592,294 entitled, "SALES
FACILITATION SYSTEMS AND METHODS IN AN ENTERPRISE RELATIONSHIP
MANAGEMENT SYSTEM," filed Jul. 28, 2004, attorney docket number
6613/1C, which is hereby incorporated herein by reference in its
entirety. Applicants hereby further claim the benefit of U.S.
Provisional Patent Application Ser. No. 60/592,295 entitled,
"MARKETING FACILITATION SYSTEMS AND METHODS IN AN ENTERPRISE
RELATIONSHIP MANAGEMENT SYSTEM", filed Jul. 28, 2004, attorney
docket number 6613/1D, which is hereby incorporated herein by
reference in its entirety.
CROSS-REFERENCE TO RELATED APPLICATIONS
[0002] This application is related to U.S. patent application Ser.
No. 11/132,159 entitled, "SYSTEM AND METHOD FOR ENFORCING PRIVACY
IN SOCIAL NETWORKS," filed May 17, 2005, attorney docket number
6613/1US, which is hereby incorporated herein by reference in its
entirety (the "RCM software system").
COPYRIGHT NOTICE
[0003] A portion of the disclosure of this patent document contains
material which is subject to copyright protection. The copyright
owner has no objection to the facsimile reproduction by anyone of
the patent document or the patent disclosure, as it appears in the
Patent and Trademark Office patent files or records, but otherwise
reserves all copyright rights whatsoever.
BACKGROUND OF THE INVENTION
[0004] The present invention generally provides methods and systems
for facilitating the distribution of communications, such as
marketing and marketing related communications, in conjunction with
enterprise software for the end goals of increased productivity,
increased revenues, reduced cost of customer acquisition, higher
profitability, etc. Particularly, the present invention provides
methods and systems that facilitate the distribution of
communications by leveraging relationship information of both an
enterprise and members of an enterprise, both alone and in
combination with other enterprise software applications.
[0005] An enterprise typically uses one or more Enterprise
Relationship Management ("ERM") software applications to allow
employees to manage personal and professional relationships and
information. Messaging software applications ("messaging")
typically provide comprehensive automation packages for contact
management, note and information sharing, calendaring, email,
instant messaging, to-do lists, etc. One example of a messaging
application is Outlook sold by MICROSOFT CORPORATION.RTM. as part
of its Office suite of applications. Other communications systems
and software ("communications") found in the enterprise include
instant messaging applications, as well as telephone and Voice over
IP ("VoIP") applications.
[0006] In addition to ERM, messaging and communications
applications, enterprises typically employ other software
applications to manage relationships both inside and outside the
enterprise. For example, Customer Relationship Management ("CRM")
software helps a company manage existing and developing customer
relationships in an efficient and organized manner, Sales Force
Automation ("SFA") software increases a sales team's efficiency and
effectiveness by automating, organizing and tracking the sales
process, Partner Relationship Management ("PRM") software
facilitates and automates the sales processes across distributors
and external sales channels, and Employee Relationship Management
("eRM") improves the management of internal employees. Other
applications assist the enterprise in organizing and managing the
workflow of different business processes and automating the
presentation of information to users are well known to those of
skill in the art.
[0007] For clarity, the above-described applications are
collectively referred to herein as "enterprise applications."
Enterprise applications store information that may be used to
deduce the existence of a relationship or the strength of a
relationship. This information, and the relationships and
relationship networks that this information describes, is generally
referred to herein as "relationship capital".
[0008] The relationships and relationship networks in enterprise
software, however, can be difficult to access in an efficient
manner. These relationships are often documented, but the
relationship capital that identifies these relationships is often
distributed across many disparate enterprise applications, with
data that is often redundant, outdated or incomplete. Furthermore,
the relationships and relationship capital are often not weighted,
fail to indicate the strength of a given relationship or piece of
relationship capital and do not dynamically adjust weights in
response to changing data and events. Some employees, such as sales
persons and other executives may also be reluctant to share
relationship capital that they own, such as information regarding
their personal relationships, with other employees or outside
parties without retaining any control with regard to how these
parties use the relationship capital. Finally, the relationship
capital and relationships identified thereby are rarely aggregated,
analyzed, and integrated into a relationship network that describes
the full breadth of interconnections between individuals and
enterprises.
[0009] These issues and concerns generally limit the amount of
relationship capital that is made available and accessible through
enterprise software, which negatively impacts the efficiency and
productivity of an organization. Thus, business processes that the
organization conducts using enterprise software, such as selling,
marketing, hiring, etc., can be ineffective, uncoordinated or
inefficient.
[0010] In order to overcome shortcomings and problems associated
with enterprise software, embodiments of the present invention
provides systems and methods for using Relationship Capital
Management ("RCM") software systems and the social networks they
provide to facilitate the distribution of communications.
SUMMARY OF THE INVENTION
[0011] The present invention provides methods and systems for
facilitating the distribution of communications using enterprise
applications, such as RCM software systems that may operate both
alone and in conjunction with other enterprise applications. In
some embodiments, the invention provides systems and methods, such
as computer applications or solutions, which utilize or are built
upon RCM software systems, as described in the previously
incorporated U.S. patent application Ser. No. 11/132,159 entitled,
"SYSTEM AND METHOD FOR ENFORCING PRIVACY IN SOCIAL NETWORKS," filed
May 17, 2005. Specific details regarding the RCM software system
may be obtained by reference to such application, which is
incorporated by reference herein in its entirety.
[0012] According to one embodiment, a method is provided for
facilitating the distribution of communications in an enterprise
application. The method comprises obtaining information regarding
one or more entities and selecting a given entity from the one or
more entities. A given member of the enterprise is selected based
on a path between the given member of the enterprise and a given
entity, the path identified by the information regarding the given
entity. The path may be provided by an RCM software system. A
communication is addressed from the given member of the enterprise
to the given entity, which may be an individual or an organization,
and transmitted to the given entity. The given member of the
enterprise may be selected based on a strength of the path between
the given member and the given entity, and the given member may be
provided with the communication to personalize the
communication.
[0013] Members of the enterprise and entities are related according
to one or more social networks. These social networks may identify
paths or relationships between members and entities, as well as
between members. According to one embodiment, a social, or
relationship, network may extend beyond the members of an
enterprise to entities outside the enterprise, which is referred to
as an extranet portion of the social network. It should be noted
that distribution of information regarding the one or more entities
to the one or more members of the enterprise may also include
distribution to entities in an extranet portion of a given social
network.
[0014] The entities may be prioritized, which may include
prioritizing according to the one or more paths between the one or
more members of the enterprise and the one or more entities.
Similarly, prioritization may comprise prioritizing according to a
strength for the one or more paths between the one or more members
of the enterprise and the one or more entities.
[0015] The method may further comprise presenting a visual
representation of the one or more entities, which may be obtained
in response to a search. According to one embodiment, the visual
representation is based on the information regarding the one or
more entities. Relationships between members of the enterprise and
entities may be provided as part of the visual representation,
which is presented as paths between the members and the entities.
The visual representation may also comprise presenting a strength
of the one or more paths between the one or more members of the
enterprise and the one or more entities. Information regarding the
one or more entities may be displayed in conjunction with an
enterprise application including, but not limited to, a CRM
application, a SFA application, an HRM application, etc.
[0016] According to some embodiments, the method comprises
providing a communication to the given member of an enterprise for
approval and a determination is made whether the given member
approves the communication. Where the given member does not approve
the communication, a second given member of the enterprise is
selected based on a path between the second given member and the
given entity. The communication is addressed from the second given
member to the given entity. A check may also be made to determine
if the second given member approves the communication. Where the
second given member does not approve the communication, the
communication may be addressed from the enterprise to the given
entity.
[0017] The method may comprise tracking responses to the
communication from the given entity, e.g., as part of a calculating
metrics regarding a marketing campaign. Accordingly, the
effectiveness of a marketing campaign may be based on the tracked
response to the marketing message from the given entity.
[0018] In some embodiments, the invention provides systems and
methods for facilitating marketing or marketing-related tasks by
utilizing the capability of an RCM software system to determine
individual and business relationships, which may include strength
for a given relationship. For example, an analysis of marketing
contacts may include information about, ranking of, or a depiction
of the strength or nature of relationships between members of
enterprise and other entities, such as individual (person) or
business contacts (group, organization, corporation, etc.).
Information regarding one or more of these entities may be
utilized, for example, in identifying a member of the enterprise
from whom a marketing or marketing-related message to an entity may
be addressed. A member of the enterprise may be selected based on a
determination that the sender has a strong or the strongest
relationship with a marketing contact or target. Visualization
tools, performance assessment tools, and management tools are also
provided.
[0019] In some embodiments, systems and methods are provided that
facilitate marketing campaigns, such as campaigns in which a
particular marketing message is desired to be sent to many
different entities. Lists of entities for a particular marketing
campaign may be generated. Information about the entities may be
obtained, or may be visually displayed, including relationship
information. Draft marketing messages may be generated
automatically as being from individuals with a determined strongest
relationship with each entity provided the relationship owner
approves distribution of the message. The draft messages may be
presented to the proposed sender or relationship owner for
modification, approval, or sending. Efficiency and effectiveness of
tasks are increased as compared, for example, to typical mass
messaging by leveraging relationships between senders and contacts,
causing messaging to appear more personal, and at least partially
automatizing the process.
BRIEF DESCRIPTION OF THE DRAWINGS
[0020] The invention is illustrated in the figures of the
accompanying drawings which are meant to be exemplary and not
limiting, in which like references are intended to refer to like or
corresponding parts, and in which:
[0021] FIG. 1 is a system diagram presenting a method for utilizing
social networks for the distribution of communications according to
one embodiment of the present invention;
[0022] FIG. 2 is a flow diagram presenting a method for creating a
campaign for the distribution of a communication according to one
embodiment of the present invention;
[0023] FIG. 3 is a flow diagram presenting a method of adding
content to a campaign for the distribution of a communication
according to one embodiment of the present invention;
[0024] FIG. 4 is a flow diagram presenting a method for determining
recipients of a campaign for the distribution of a communication
according to one embodiment of the present invention;
[0025] FIG. 5 is a flow diagram presenting a method for determining
distributors of a campaign for the distribution of a communication
according to one embodiment of the present invention;
[0026] FIG. 6 is a flow diagram presenting a method for creating
distribution rules for a campaign for the distribution of a
communication according to one embodiment of the present
invention;
[0027] FIG. 7 is a flow diagram presenting a method for determining
performance metrics for one or more campaigns for the distribution
of a communication according to one embodiment of the present
invention;
[0028] FIG. 8 is a user interface illustrating a home page for
access to controls for creating and managing a campaign for the
distribution of a communication according to one embodiment of the
present invention;
[0029] FIG. 9 is a user interface for creating a campaign for the
distribution of a communication according to one embodiment of the
present invention;
[0030] FIG. 10 is a user interface for managing a campaign for the
distribution of a communication according to one embodiment of the
present invention;
[0031] FIG. 11 is a user interface for designing a campaign for the
distribution of a communication according to one embodiment of the
present invention;
[0032] FIG. 12 is a user interface for managing a distribution list
for a campaign according to one embodiment of the present
invention;
[0033] FIG. 13A is a user interface illustrating a pop-up window
for one by one selection of recipients of a campaign for the
distribution of a communication according to one embodiment of the
present invention;
[0034] FIG. 13B is a user interface illustrating a pop-up window
for uploading a list of recipients from a data source according to
one embodiment of the present invention;
[0035] FIG. 13C is a user interface illustrating a pop-up window
for selecting recipients from saved prospecting searches according
to one embodiment of the present invention;
[0036] FIG. 14 is a user interface for defining rules of a campaign
for the distribution of a communication according to one embodiment
of the present invention;
[0037] FIG. 14A is a graphical display illustrating the order of
rule processing in an outcome tree according to one embodiment of
the present invention;
[0038] FIG. 15 is a user interface display for circulating a list
of recipients to members of an enterprise according to one
embodiment of the present invention;
[0039] FIG. 16 is an electronic mail message for communicating to a
member of the enterprise that maintains a path to a recipient of a
communication according to one embodiment of the present
invention;
[0040] FIG. 17 is a user interface for a member of an enterprise to
approve sending a communication to a recipient according to one
embodiment of the present invention;
[0041] FIG. 18 is a user interface for distributing communications
according to one embodiment of the present invention;
[0042] FIG. 19 is a user interface for displaying performance
metrics for a campaign for distributing a communication according
to one embodiment of the present invention;
[0043] FIG. 20 is a user interface for displaying detailed
performance metrics according to one embodiment of the present
invention;
[0044] FIG. 21 is a user interface for the distribution of
communications according to one embodiment of the present
invention;
[0045] FIG. 22 is a user interface for selecting content for
inclusion in a communication according to one embodiment of the
present invention;
[0046] FIG. 23 is a user interface for selecting entities to
receive a communication according to one embodiment of the present
invention;
[0047] FIG. 24 is a user interface for prospecting for potential
recipients of a marketing campaign according to one embodiment of
the present invention;
[0048] FIG. 25 is a user interface for selecting members of an
enterprise from which communications to entities originate
according to one embodiment of the present invention;
[0049] FIG. 26 is a user interface for setting rules for the
distribution of communications according to one embodiment of the
present invention; and
[0050] FIG. 27 is a user interface for displaying performance
metrics according to one embodiment of the present invention.
DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENT
[0051] In the following description of the preferred embodiment,
reference is made to the accompanying drawings that form a part
hereof, and in which is shown by way of illustration a specific
embodiment in which the invention may be practiced. It is to be
understood that other embodiments may be utilized and structural
changes may be made without departing from the scope of the present
invention.
[0052] FIG. 1 presents one embodiment of a system for distributing
communications using an RCM software system, such as for performing
marketing campaigns. A campaign management component 102, which may
be embodied in hardware, software or combinations thereof, presents
user interfaces from which tools and methods for the distribution
of communications may be selected or to which a user may navigate.
According to one embodiment, the campaign management component 102
presents one or more web pages through which a user may access
tools and methods for the distribution of communications.
Functional modules or components are provided that allow for the
creation of a new campaign 108 for the distribution of
communications, such as a marketing campaign, which may include the
distribution or sending of one or more marketing or
marketing-related messages to a number of entities, such as
individual and business contacts. The campaign management component
102 also provides components for the management of a specific
campaign 114 or a group of campaigns 110, as well as editing of an
existing campaign 112 and calculating value metrics regarding one
or more campaigns 140.
[0053] A component for management of a specific campaign 114
provides a number of functions that allow for the creation,
distribution and review of communication distribution campaigns,
e.g., marketing campaigns. According to the present embodiment, the
component 114 provides functions, each of which may comprise one or
more steps or actions, including designing a campaign 116, building
a distribution list 120, defining rules 124, finding the visible
path to a given recipient 128, distributing in accordance with a
campaign 136, and reviewing performance of a campaign or group of
campaigns 144.
[0054] Designing a campaign 116 includes functions that allow a
user to provide data describing a campaign, which may include
setting performance targets for one or more campaign metrics, as
well as preview campaign information or the content of the campaign
118. Building a recipient list 116 may include functions that
include 1-by-1 building of a recipient list 122a, in which entities
are added individually to a list, uploading of a list of one or
more entities 122b, and conducting searches 122c to identify
recipients of a communication, which is also referred to herein as
prospecting. Uploading a list 122b may include, for example,
uploading list information from a source file or database
maintained by an enterprise software application. Prospecting 122c
may include searching for recipients or loading saved searches
though the use of the RCM software system, which may be a system or
platform as described in the RCM application incorporated herein by
reference or other RCM systems known to those of skill in the
art.
[0055] Rules determine how communications are sent to entities on a
recipient list. Defining rules 124 may include setting or
specifying rules or parameters governing one or more aspects of a
campaign, such as rules governing formulation of communications
according to different circumstances with respect to individual
entities to which communications are to be delivered. Similarly,
when a given member of the enterprise refuses to be an addressee on
a communication to one or more entities, rules may be used to
identify alternate members of the enterprise from which the
communication may be addressed. Controls and sub-routines are also
provided for applying the rules to a campaign 126, as well as for
graphically displaying one or more rules as a tree or graph 127 to
provide the user with a visual representation of the potential
origination addresses for a given communication on the basis of one
or more rules. This is referred to as an outcome tree.
[0056] The process of finding a path to an entity that is a
recipient of a communication 128 may include distributing messages
to members of the enterprise with the best path to an entity that
is identified to receive a communication 130, e.g., a recipient of
a marketing campaign. Distributing according to best path may
include, for example, determining, for a given entity in a
recipient list, a best path or strongest path with a member of the
enterprise. Draft messages may be sent, which may be automatically
or partially automatically generated, to such members for review
and distribution. Details regarding determining best paths and
relationship strength can be found by reference to the incorporated
RCM software system.
[0057] Finding a path 128 may include sending a draft of the
communication 132, such as by email, to a member of the enterprise
with the best path to the given entity. The member of the
enterprise previews the communication 134, which may include
modification or revision of the communication. Where a given member
of the enterprise receives the communication 132 and refuses to be
identified as the sender of the communication, the member of the
enterprise with the next best path to the recipient is determined
128 and 130. When a member of the enterprise agrees to be
identified as an originating address of the communication or other
information to the entity, the member is provided with
functionality that allows for the selection of the desired contact
information 134, e.g., selecting an electronic mail address from a
plurality of addresses associated with an entity. As is explained
herein, when no relationship owner assents to sending the marketing
campaign, the information may be addressed as coming from the
organization itself, as opposed to an individual member of the
organization. Presenting a draft communication to be sent from a
best path member of the enterprise to an entity provides an
effective, efficient marketing campaign technique because
communications appear to be personal and originate from members of
the enterprise with the strongest relationship with a given entity.
Draft messages may be automatically generated and presented to
members of the enterprise from which a communication is to be sent,
e.g., through the use of templates.
[0058] Distributing a communication 136 according to the present
system and method, such as a marketing campaign, includes a review
of all entities identified to receive the communication and the
members of the enterprise from which the communication is
identified as originating, which may include a communication
originating from the enterprise. Testing 138 is provided to ensure
the campaign for distribution of the communication is functioning
as desired, e.g., proper content, formatting, etc. Testing 138 may
include sending the communication from a random sampling of
electronic mail addresses to the campaign owner for review; thereby
allowing review prior to distribution. After ensuring that the
campaign is set up as intended, e.g., by performing a test 138, the
communication is distributed to the entities on the recipient list
140. A confirmation interface 142 may also be presented to prior to
distribution 140 to confirm the action.
[0059] Performance reviewing functions 144 may include functions
for reviewing statistics and analyses regarding the distribution of
a campaign or its effectiveness. An exporting function 146 provides
for exporting of campaign performance metrics to an external
application or file. Exporting 146 may include, for example,
exporting campaign performance information to a file, other data
store or enterprise application that the enterprise maintains, such
as a data file to be uploaded into a spreadsheet or database
program. Finally, functionality is provided for generating a
response report 148 for one or more campaigns on the basis of the
one or more campaigns' performance, e.g., views, click-through
rates, etc., which may also include reporting aggregate information
across a plurality of campaigns using statistical techniques known
to those of skill in the art.
[0060] Also presented in FIG. 1 are functional modules that provide
processes for conducting searches 160 (also referred to as
prospecting) to identify entities for the receipt of
communications, such as marketing messages transmitted as part of a
marketing campaign. According to one embodiment, the prospecting
process 160 may be used for traversing relationship networks
provided by an RCM software system to identify prospective
recipients for a marketing campaign. The prospecting process 160 is
described in greater detail in U.S. patent Ser. No. ______,
entitled "SYSTEM AND METHOD FOR USING SOCIAL NETWORKS TO FACILITATE
BUSINESS PROCESSES," Attorney Docket No. 6613/1C, filed on even
date herewith, which application is hereby incorporated herein by
reference in its entirety.
[0061] It should be apparent to those of skill in the art that the
system diagram presented in FIG. 1, along with the accompanying
flow and user interface diagrams presented in the following
figures, are functions that may be implemented in software,
hardware and combinations thereof for utilizing the functionality
provided by an RCM software system, alone or in conjunction with
other enterprise applications, to facilitate the distribution of
communications. Preferably, the system of the present invention is
executed on a server computer and accessed by clients, either
running on the same server computer or on remote terminals
connected to, and communicating with the server over, a computer
network, e.g., a LAN or the Internet.
[0062] One embodiment of a method for campaign creation and
distribution is illustrated in the flow diagram of FIG. 2.
Processing begins with a user accessing the communication
distribution system, step 202, e.g., a home page where the system
exposes its functions via a web based interface that may be
accessed using a web browser, as is known to those of skill in the
art. Where a new campaign for the distribution of a communication
is being created, step 212, processing proceeds to step 214 where a
process collects information describing a campaign to be created.
Regardless of whether or not a new campaign is being created, step
212, processing may continue to one or more campaign management
processes, step 216.
[0063] The campaign management processes, step 216, allow for the
creation of substantive content for a communication to be
distributed according to the campaign, step 218, the selection of
or otherwise obtaining information regarding entities to receive
communications, step 220, the determination of members of the
enterprise from which communications should be sent to given
entities, step 222, rules for the distribution of communications,
step 224, and performance management, step 226. After performing a
given campaign management process, step 216, processing may flow to
any other campaign management process, step 216.
[0064] After completing a given campaign management process, step
216, processing may return to a central process for accessing the
communication distribution system, step 202. From a central point
of access, step 202, a check may be performed to determine if a
communication that is the subject of a campaign should be sent to
one or more entities, step 204. Where the check evaluates to true,
step 204, the campaign is previewed, e.g., presented to a member of
the enterprise who "owns" the campaign for approval prior to
transmission to the one or more entities, step 206. Where the
campaign is approved, it is transmitted to the one or more
entities, step 210. The transmission process, step 204, may be
canceled if the campaign is not approved, step 208. In both
instances, processing returns to the central process for accessing
the communication distribution system, step 202.
[0065] FIG. 3 presents a flow diagram illustrating one embodiment
of the content selection process. Content selection, step 302,
allows a user to select one or more items of content for inclusion
in a communication, which may include the generation of text,
graphics, audio, video, etc. for inclusion in the communication. A
check is performed to determine whether the user wishes to upload a
file for inclusion with the communication, step 304. Where the user
wishes to upload or otherwise add content to a communication, step
304, the user identifies one or more pieces of content for
uploading to the communication distribution system, step 306. The
user may identify local content from a data store on a local
client, remote content located on a network, e.g., by providing a
URL address for a location on a network, such as a LAN or the
Internet, as well as manually enter text and graphics for inclusion
as part of a campaign.
[0066] FIG. 4 illustrates a flow diagram of the recipient list
creation process according to one embodiment of the invention. The
process begins with the presentation to the user of an interface
that provides access to recipient list creation control function,
step 402. A check is performed to determine if the user wishes to
add entities to a recipient list on a 1.times.1 basis, step 404,
e.g., select individual entities to include in a recipient list. If
the check at step 404 evaluates to true, the user is presented with
an interface to browse information regarding one or more entities
as well as controls to select individual entities for inclusion in
a recipient list, step 406, such as potential targets for a
marketing campaign
[0067] Processing returns to the recipient list creation control
function step 404, when the user completes adding entities to the
recipient list, step 406. A check is performed to determine whether
the user wishes to upload a list of entities for receipt of a
communication, step 408. If the check at step 408 evaluates to
true, the user is presented with an interface to browse for
information regarding one or more entities located on a data store
on a local client or located remotely on a network, e.g., by
providing a URL address for a location on a network, such as a LAN
or the Internet. In addition to checking for commands to identify
entities according to 1.times.1 selection and uploading data, steps
404 and 408, respectively, a check is performed to determine if the
user wishes to search, or prospect, for entities to receive a
communication, step 412. Where the check evaluates to true, step
412, search processes are executed, step 414. Searching for
entities is described in the patent applications previously
incorporated by reference herein in their entirety. For example,
controls may be provided for performing searches or loading saved
searches of one or more relationship networks maintained by the RCM
software system whereby entities responsive to the search are added
to a list, table, database or other data store of information
regarding one or more entities.
[0068] FIG. 5 illustrates a flow diagram of the distribution list
creation process according to one embodiment of the invention. The
process begins with the presentation to the user of an interface
that provides access to a distribution list creation control
function, step 502. A check is performed to determine whether the
user wishes to add members of an enterprise from which a
communication is to be sent to one or more receiving entities, step
508. Where the check at step 508 evaluates to true, the method
presents an interface comprising controls that allow the user to
manually select members of the enterprise from which a
communication is to be sent to a receiving entity. The process of
selecting relationship owners may be automated by the present
invention by analyzing recipient information in the recipient list
with relationship information in the relationship network
maintained by the RCM software system.
[0069] Access to distribution list creation control function, step
502, allows users to distribute the communication to members of the
enterprise from which the communication to one or more entities is
to originate. A check is performed to determine whether the user
wishes to distribute the communication to members of the
enterprise, step 504. Where the check performed at step 504
evaluates to true, members of the enterprise from which
communications are to originate are provided with the communication
for previewing purposes, as well as an option to decline to send
the communication, step 506. The communications are previewed by
the relevant members of the enterprise and, where approved, the
communications are sent from the members of the enterprise to the
appropriate entities, step 508.
[0070] FIG. 6 is a flow diagram illustrating the rule creation
process according to one embodiment of the invention. The process
begins with the presentation to the user of an interface that
provides access to rule creation control function, step 602. A
check is performed to determine whether the user wishes to edit or
apply a rule to the distribution of a communication, which may also
include the creation of new rules, step 604. Where the user wishes
to edit or apply one or more rules to a campaign, e.g., the
distribution of a communication, step 604, a rule creation or
editing interface is presented to the user. The user creates new
rules or edits existing rules regarding the manner in which
communications are to be addressed to receiving entities in the
event that one or more members of the enterprise refuse to be an
addressee on the communication to one or more receiving entities,
step 606. After rules are created or edited, step 606, processing
returns to the rule creation function, step 602.
[0071] FIG. 7 is a flow diagram of the performance metric process
according to one embodiment of the invention. The process begins
with the presentation to the user of an interface that provides
access to performance control function, step 702, which allows the
user to calculate performance and value metrics for a given
campaign for the distribution of a communication. A check is
performed to determine if the user wishes to export information
regarding the performance or value of a campaign, step 704, such as
to a file, data structure or data store maintained by the
enterprise. If exporting of the information is indicated, the
information is exported, step 706. After the information is
exported, step 706, processing returns to the performance control
function, step 702.
[0072] FIGS. 8 through 27 provide examples of interface display
formats, such as Web pages, according to embodiments of the
invention.
[0073] FIG. 8 is a user interface illustrating a home page 800 for
access to controls for creating and managing a campaign for the
distribution of a communication according to one embodiment of the
invention. Options or links or are provided to allow for the
creation of a new campaign and managing campaigns, 804 and 806,
respectively. Options are provided with respect to managing a
selection of existing campaigns 808, including viewing a campaign
list from which a campaign is selected, or selecting a campaign
from recently edited campaigns. Selection of a given option, 804,
806, 808, presents the user with an appropriate interface that
provides controls for the performance of the selected option. A
panel 802 that is presented as part of the user interface 800
provides overall or aggregate campaign management metrics, which
may take into account all existing campaigns. According to the
present embodiment a graphical representation 803 of the metrics is
presented to the user, such as in bar graph format, and an option
or link 810 is provided to obtain detailed metrics information
regarding specific campaigns.
[0074] FIG. 9 is a user interface for creating a campaign for the
distribution of a communication according to one embodiment of the
invention. An interface display 900 comprises controls that allow
the user to provide information describing the campaign, as well as
goals regarding the campaign. Using text entry controls provided as
part of a panel 902, the user may provide a campaign name 904, a
textual description of the objective of the campaign 908, as well
as percentage values for metrics that the campaign is intended to
meet or surpass, 910 and 912, respectively. According to the
present embodiment, information regarding the owner of the campaign
may be auto-populated with user information 906. Controls are
provided to cancel the creation of the new campaign 914, in
addition to creating the new campaign 916.
[0075] FIG. 10 is a user interface for managing a campaign for the
distribution of a communication according to one embodiment of the
invention. A panel 1004 provided as part of the interface 1000
provides information regarding existing campaigns. The panel 1004
provides detailed information regarding existing campaigns,
including, but not limited to, the campaign owner 1006, the
campaign name 1008, the campaign objective 1010, the creation date
of the campaign 1012, where the communication that is being
distributed according to a campaign has been sent, the date of the
transmission of the communication is indicated 1016, the campaign
status 1018 and response metrics for the campaign 1022. To provide
a visual indication of the status of a given campaign, graphical
indicators are provided in the status column 1018 or the panel
1004. The interface 1000 provides a status legend 1002 that allows
a user to decipher the status of a given campaign from the graphics
1020 in the status column 1018.
[0076] FIG. 11 is a user interface for designing a campaign for the
distribution of a communication according to one embodiment of the
invention. The interface 1100 presents a number of tabs 1104 in
which each tab corresponds and provides access to a given step in
the process of creating and distributing a communication according
to a campaign. According to the present embodiment, options or
links 1104 are provided to allow or facilitate designing a
campaign, building a distribution list, defining rules, finding a
best path to a recipient, distributing messages of the campaign,
and reviewing campaign performance. A campaign design may be
manually specified 1706, or selected by browsing campaign designs
1706. Campaign design designs, such as code specifying campaigns or
parameters, e.g., XML or HTML code, may be previewed 1108 by the
user or submitted 1110 for selection in creating a campaign for the
distribution of a communication.
[0077] Another step in the process of creating a campaign for the
distribution of a communication involves building a recipient list
that identifies one or more entities to which a communication is to
be transmitted. FIG. 12 is a user interface for managing a
distribution list for a campaign according to one embodiment of the
invention. A user may navigate to the present interface 1200 using
the build distribution list tab 1208, or may navigate to other
interfaces using the appropriate tab. Options or links are provided
to allow selection of recipients through 1.times.1 selection 1206,
list importation 1204, and prospecting 1202.
[0078] Entities that are selected for inclusion in a distribution
list are presented in a panel that provides an entry for each of
the one or more entities. Information presented includes, but is
not limited to, best path information 1210, which may be a graphic
representing the strength of a path, the name of the entity 1212,
title 1214, company 1216, a electronic mail address 1218 and the
number of paths that connect a given entity to an enterprise 1220,
e.g., the number of members of the enterprise that maintain a
relationship with the given entity. Using the controls that the
interface provides 1200, a user may create a list of entities to
receive a communication according to a campaign.
[0079] As indicated, a list of entities to receive a communication
may be created by selecting individual entities, uploading a list
of entities or retrieving a list of entities from a search. FIG.
13A is a user interface illustrating a pop-up window for one by one
selection of recipients of a campaign for the distribution of a
communication according to one embodiment of the invention. Form
fields are displayed within a window 1302 for providing information
regarding a given entity. Information collected regarding a given
entity includes, but is not limited to, the name of the entity
1304, title 1306, company 1308 and electronic mail address 1310.
Upon entering the information, the form may be canceled 1312 or
submitted 1314 for inclusion as an entry on a distribution
list.
[0080] FIG. 13B is a user interface illustrating a pop-up window
for uploading a list of recipients from a data source according to
one embodiment of the invention. An entry field 1316 is provided in
the pop-up window 1324 for inputting the location on a file system
where the recipient list is maintained, which may be locally or
remotely located. A control 1318 is also provided that allows the
user to browse for the file to be uploaded. Uploading the
identified list may be canceled 1320 or submitted 1322 as part of a
distribution list by selection of an appropriate control.
[0081] FIG. 13C is a user interface illustrating a pop-up window
for selecting recipients from saved prospecting searches according
to one embodiment of the invention. A pop-up window 1326 is
provided listing the entries from saved searches from which a user
may select individual entries 1328 for inclusion in the
distribution list. Each entry presents information that includes,
but is not limited to, an owner of the search 1330, search name
1332, the date the search was created 1334, the last time the
search was viewed 1336 and the number of entities falling within
the scope of a search 1338. Upon selecting entries from the saved
prospecting search, the selection may be canceled 1340 or submitted
1342 as part of a distribution list.
[0082] Another step in the process of creating a campaign for the
distribution of a communication involves defining rules for the
distribution. FIG. 14 is a user interface 1400 for defining rules
of a campaign for the distribution of a communication according to
one embodiment of the invention. According to the present
embodiment, the interface 1400 presents templates 1408 and 1412
that may be used according to a given rules. One template 1408 may
be used for an individual, such as a member of the enterprise, who
may own a relationship with an entity, and another template may be
used where the enterprise itself owns the relationship or a member
of the enterprise refuses to be an addressee for a communication
1412. An individual template 1408 contains text fields to identify
to addressee of the communication 1404, a subject 1406 and the body
of the communication 1410. Similarly, a template for communications
from the enterprise 1412 may also include text fields to identify
the addressee of the communication 1414, a subject 1416 and the
body of the communication 1418. According to the present
embodiment, message rules are set by selection of radio buttons to
determine to appropriate course of action where a member of the
enterprise refuses to be identified as the originator of the
communication, which may include, but is not limited to, not
sending the communication 1420 or sending the communication from an
alternate sender 1422.
[0083] The rules for a given campaign may be visually presented to
the user in the form of an outcome tree to provide the user with a
visual indication of how communications are to be processed in view
of actions by members of the enterprise. FIG. 14A presents an
outcome tree illustrating the processing of communication according
to one embodiment of the present invention. The graphical
illustration 1430 of the rules for a given campaign according to
the present embodiment depicts ownership of information regarding
one or more entities, which may be owned by a member of the
enterprise 1432, jointly owned by a member and the enterprise 1434
and solely owned by the enterprise 1436. The distribution of
ownership of information regarding the one or more entities is
depicted as a Venn diagram, with circles representing information
regarding an entity owned by a member of the enterprise 1432a,
jointly owned by a member and the enterprise 1434a and solely owned
by the enterprise 1436a.
[0084] Rules, which may consist of conditions and actions to be
taken, are graphically presented for each of the ownership classes
depicted by the Venn diagram. According to the rule governing
information regarding entities that is owned by a member of the
enterprise 1432a, a check is performed to determine if the member
approves to be identified as the originator of the communication
1438. Where the member approves of being identified as the sending
address of the communication 1438, the communication is addressed
to appear as if it originated from the member 1440. According to
the rule, however, where the member does not approve no message is
sent 1442.
[0085] According to the embodiment of the outcome tree illustrated,
processing of communications takes places according to a compound
rule where information regarding an entity is jointly owned by a
member and the enterprise 1434a. According to the rule, a check is
performed to determine whether the member agrees to be identified
as the originator of the communication 1444. Where the member
approves of being identified as the sending address of the
communication 1444, the communication is addressed to appear as if
it originated from the member 1446. According to the rule, however,
where the member does not approve, a check is performed to
determine whether the enterprise approves of being identified as
the originator of the communication 1448. Where the enterprises
approves, the communication is sent identifying the enterprise as
the source 1450 and where the enterprise does not approve, no
communication is sent 1452. Also according to the rules illustrated
in the present embodiment of an outcome tree, all entities that are
solely owned by the enterprise 1436a are sent communications
identifying the enterprise as the source of the communication
1454.
[0086] Another step in the process of creating a campaign for the
distribution of a communication involves identifying paths between
entities identified on a recipient list and members of an
enterprise. FIG. 15 is a user interface display for circulating a
list of recipients to members of an enterprise that maintain a path
to one or more entities according to one embodiment of the
invention. Using the RCM software system that is incorporated by
reference herein, a campaign owner may determine those members of
an enterprise with paths to or relationships with one or more
entities that are identified on a recipient list to receive
communications as part of a campaign for the distribution of
communications. A table 1508 is provided that lists members of the
enterprise with paths to one or more entities that are intended
recipients of the communication, e.g., a marketing message.
[0087] The 1508 table provides a number of columns of information
regarding members of the enterprise and their relationships. A
column 1504 is provided to track whether a communication has been
circulated to the relationship owner, as well as the number of
paths connecting entities that are intended recipients of a
communication and a given member of the enterprise. Another column
1506 is provided to track the number of entities that a given
member of the enterprise with a path to a given entity has approved
to receive the communication, which information may be stored in
and retrieved from a database tailored to maintain such
information. A control 1510 allows a user to gather approval of
members of the enterprise for given members to be identified as the
addressee on one or more communications to entities, e.g., by
sending approval emails to members of the enterprise.
[0088] FIG. 16 is an electronic mail message for communicating to
the owner of a path to a recipient of a campaign for the
distribution of a communication according to one embodiment of the
invention. According to one embodiment, an electronic mail message
1600 is sent to members of the enterprise that maintain a path to
one or more given entities on a distribution list, which may be a
best or strongest path. The electronic mail message 1600 informs
the given member of the enterprise that the campaign owner wishes
to send a communication to one or more entities on behalf of the
member of the enterprise 1602. By selecting a link or other control
1604 contained within the message 1600, the member of the
enterprise is presented with an interface that allows the member of
the enterprise to select those entities to which they wish to
forward the communication.
[0089] A user interface for a member of the enterprise to approve
sending a communication to a recipient according to one embodiment
of the invention is illustrated at FIG. 17. The entities on a
distribution list with a path to the member of the enterprise who
received the electronic mail message presented in FIG. 16 are
presented in the interface 1702. The member of the enterprise may
select a check box or similar selection control to designate those
entities to which the member wishes to transmit the communication
1704, including a control 1706 for designating the desired
electronic mail address of the entity that should be used to send
the communication to a given entity. The member of the enterprise
may also preview the communication 1708 that is to be sent to the
entity prior to submitting approval. Advantageously, the
relationship owner is provided a mechanism 1710 through which
communication to the one or more entities may be personalized,
thereby enhancing recipient responsiveness.
[0090] Communications are distributed to entities according to a
completed campaign. FIG. 18 is a user interface 1800 for
distributing communications according to one embodiment of the
invention. Options or links 1802 and 1804 are provided to allow for
testing and distribution of the marketing campaign, respectively.
Testing a campaign 1802 involves sending a random sampling of
communications intended for transmission to receiving entities to
the campaign owner for review. The campaign owner, however, may
still make changes to a given campaign after testing. Once the
campaign is set up as intended, the campaign may be distributed
1804 to the entities on a distribution list.
[0091] FIG. 19 is a user interface for displaying performance
metrics for a campaign for distributing a communication according
to one embodiment of the invention. A table 1902 provides
information regarding metrics for given campaigns, including, but
not limited to, an indication 1904 of whether campaign information
has been viewed by entities (e.g., by tracking delivery information
for the communication) and an indication of whether communications
have been clicked on by receiving entities 1906, where appropriate.
Campaign aggregate information 1908 information may also be
provided, including cumulative percentage viewed, and cumulative
percentage clicked on over a plurality of campaigns. Additionally,
the display 1900 presents statistics regarding the campaign view
rate 1910 and click through 1912 metrics set against their
respective industry averages.
[0092] A user may also view detailed aggregate performance metrics
for a plurality of campaigns. FIG. 20 is a user interface for
displaying detailed performance metrics according to one embodiment
of the invention. The interface display 2000 presents aggregate
industry response rates 2008, as well as aggregate view 2002 and
click-through 2004 metrics for active marketing campaigns. Industry
response rates may be obtained, for example, from third party
industry reporting sources. More specifically, metrics are provided
for view 2002 and click-through 2004 rates for active campaigns.
Industry average information 2006 may be presented overlaying
aggregate campaign metrics to provide the campaign owner with an
indication regarding how campaigns are performing vis-a-vis
industry averages.
[0093] FIG. 21 is a user interface for selecting content for
inclusion in a communication accessing functions for the
distribution of communications according to one embodiment of the
invention. The relationship graphic 2102 represents a depiction of
relationship information within a user's relationship network as
provided by an enterprise application, such as an RCM software
system. A tabular display 2104 provides a list of campaigns that
have been previously created. Columns 2106 within the tabular
display 2104 provide information regarding the one or more
campaigns, such as an indication of the status of the transmission
of communications according to a given campaign, as well as a
percentage of completion of sending of messages.
[0094] FIG. 22 is a user interface for selecting content for
inclusion in a communication to be transmitted as part of a
campaign according to one embodiment of the invention. General
campaign information 2202 provides information about the campaign
and provides controls to select content for inclusion as part of a
communication sent in accordance with the campaign. Controls are
provided that allow a campaign owner to browse 2204 and submit 2206
content for a given campaign. A preview pane 2208 provides a
control that allows content that comprises a campaign to be viewed
by the user, as well as manually add text and graphics, e.g., by
cutting and pasting content from other sources or enterprise
applications.
[0095] FIG. 23 is a user interface for selecting entities to
receive a communication according to one embodiment of the
invention. Controls 2302 provides a user with options including
prospecting for targets, as described above, and importing a list
of targets, for example, from a file or other data structure
maintained by an enterprise software application. Display window
2304 provides an option to publish a recipient list, which may
include making the list available to other users.
[0096] FIG. 24 is a user interface for prospecting for potential
recipients of a marketing campaign according to one embodiment of
the invention. In some embodiments, prospecting searches may be
performed to identify entities for the receipt of communication
according to a campaign. Search visualization tools may be
provided, including a graphical representation relating to search
results in connection with a campaign. For example, as depicted in
the embodiment illustrated at FIG. 24, results of a search are
displayed using a Venn diagram 2402. Circles of the Venn diagram
2402 represent groups of entities filtered by specified search
criteria. Size of the circles may vary, for example, with the size
of the group that is responsive to one of the given search
criteria. Overlap between the circles may be used to represent
entities in common between the various search criteria after
searching using different filter information or criteria. An
exterior circle may represent an entire relationship network. Other
embodiments and manners of depictions, filtering, presentation,
etc, such as bar diagrams, are known to those skilled in the art
and may also be used. Filtering criteria can be specified by a user
on all fields available from relationship networks maintained by
the RCM software system. Also depicted in FIG. 24 is a table 2406,
including information about entities that are identified to receive
communications. A button 2404 is provided to allow additional
entities to be added to a recipient list for a given campaign.
[0097] FIG. 25 is a user interface for selecting members of an
enterprise from which communications to entities originate
according to one embodiment of the invention. A table 2502 provides
information regarding members of an enterprise that maintain paths
to entities on a recipient list defined using the interface
provided by FIG. 24. The recipient list is cross-referenced against
one or more relationship networks that the RCM software system
maintains to identify members of the enterprise that maintain a
path to or relationship with entities on the recipient list, and
therefore are a preferred originator for the communication.
According to embodiments of the invention, the member of the
enterprise who owns information regarding a given entity must be
consulted before the relationship is utilized. Members of the
enterprise that maintain a path to or relationship with one or more
entities on the recipient list are presented in a table 2502. The
table 2502 includes columns with entries indicating whether a
communication according to the campaign has been sent to the member
of the enterprise, and whether each member of the enterprise has
responded to the request to act as an originator of the
communication.
[0098] FIG. 26 is a user interface for setting rules for the
distribution of communications according to one embodiment of the
invention. As depicted, message templates are provided according to
a rule that specifies one template 2604 to be used if an individual
is the originator of a communication, and a different template 2602
to be used if the company itself owns the relationship. The
templates 2602 and 2604 may be used to provide draft messages to be
approved or modified before sending to entities, such as by a
member of the enterprise that maintains a path to a given entity.
In some embodiments, if the member of the enterprise with the
strongest path to a given entity does not approve sending the
communication, then the draft message may be sent to the member of
the enterprise with the next strongest path to the given entity and
re-drafted to indicate that the member of the enterprise with the
next strongest path is the sender. Alternatively, where no member
of the enterprise maintains a path to a given entity or approves of
the transmission of the communication, the communication may be
sent to the entity indicating that the communication is originating
from the enterprise as opposed to an individual member of the
enterprise.
[0099] FIG. 27 is a user interface for displaying performance
metrics according to one embodiment of the invention. Performance
metrics are presented in tabular format 2702 and may include
information relating to the performance of one or more campaigns,
such as information regarding number or percentage of communication
that were clicked on or viewed by entities in the recipient list
receiving the communication.
[0100] While the invention has been described and illustrated in
connection with preferred embodiments, many variations and
modifications as will be evident to those skilled in this art may
be made without departing from the spirit and scope of the
invention, and the invention is thus not to be limited to the
precise details of methodology or construction set forth above as
such variations and modification are intended to be included within
the scope of the invention.
* * * * *