WO2001057633A1

WO2001057633A1 - Trust-based cliques marketing tool

Info

Publication number: WO2001057633A1
Application number: PCT/US2001/003831
Authority: WO
Inventors: John Rudolph; Emile Reed; Lee Clancy
Original assignee: John Rudolph; Emile Reed; Lee Clancy
Priority date: 2000-02-07
Filing date: 2001-02-06
Publication date: 2001-08-09

Abstract

Tracking a plurality of communications and activities of a plurality of members (331-334) having access to a viral-hub system through a network, including maintaining the plurality of members (331-334) in at least one trust-based clique (310), each trust-based clique (31) including at least two members, sharing, through the viral-hub system, the communications (338) of each member of the trust-based clique (310) with all other members in the same trust-based clique (31), tracking a plurality of activities (337) produced by each member (331-334) while the member accesses the viral-hub system through the network, sharing, through the viral-hub system, the tracked activities (337) of each member with all other members in the same trust-based clique, and recording the communications (338) and tracked activities (337) of each member of each trust-based clique.

Description

TRUS -BASED CLIQUES MARKETING TOOL

This application claims the benefit of U.S. Provisional Application No. 60/180,700, filed February 7, 2000, and entitled "Viral Trust-Circle Market Research Tool . "

BACKGROUND OF THE INVENTION

Field Of The Invention

The present invention relates to an internet-based system for tracking and analyzing consumers' interests, tastes and trends regarding specific products and/or services. More specifically, the present invention organizes trust- based groups of members, referred to as cliques, via the internet wherein the members of each group have a trust-based relationship and have a common interest in one or more areas of consumer products and/or services. The communications and activities between the members regarding the products and/or services are tracked and analyzed to identify those members who significantly influence other members' tastes and opinions regarding the products and/or services. Marketing and demographic information is generated based on the tracked information for subsequent use by creators, providers, sellers and marketers of the products and/or services.

Description Of The Related Art

Generally, marketing analysis of consumer interests and trends in various products and services is typically performed in a decentralized fashion. For example, marketing analysis of tastes and trends in consumer products such as music is conducted through various forms such as mail surveys, telephone surveys and personal surveys and questionnaires. Such information is obtained from consumers, either through targeted or broad-based groups of consumers, and is then collected and analyzed in an attempt to determine current consumer tastes in the relevant product and also in an attempt to predict future consumer trends in the relevant product. While these marketing analysis techniques may be useful in determining current consumer tastes regarding a specific product or category of products, such techniques are much less useful in attempting to determine future tastes and trends in the relevant product. This is because such techniques do not take into the effects of word-of-mouth promotion that naturally occurs through trust-based relationships between consumers. For example, the free word-of-mouth exchange of preferences, opinions and trends typically results in the dynamic dissemination of new tastes and trends throughout an entire network of people in an efficient manner, wherein the network is facilitated by the multitude of individual trust-based relationships between two or more consumers. These multitudes of individual trust-based relationships are referred to by sociologists as social networks. Word-of-mouth promotion typically plays a substantial role in the development and growth of new tastes and trends in a given product, such as music, because individual consumers will usually trust a recommendation of a new product from a friend more than an advertisement or an endorsement from someone with whom they do not have a trust- based relationship. For example, the popularity of music is subjective by nature and therefore consumer tastes and trends typically undergo frequent changes. Whether or not a newly created work of music becomes popular and successful depends in large part on word-of-mouth recommendations between consumers, not just on the objective quality of the music. The nature of the word-of-mouth recommendations often depends on the changing tastes of those consumers who typically make and/or propagate such recommendations. Accordingly, conventional marketing analysis techniques suffer from an inability to identify those consumers whose word-of-mouth recommendations substantially influence the tastes of other consumer and therefore such techniques have difficulty in accurately predicting new consumer tastes and trends .

The increasing use of the internet by consumers has resulted in a proliferation of websites which provide access to, and information about, a vast array of consumer products and services. Some of these websites implement mechanisms for collecting marketing data from consumers who visit the website, wherein the marketing data is often relevant to the products and/or services featured on the particular website. Currently, several websites utilize collected marketing data to determine the current popularity of a given product or service in correlation to one or more consumer-related demographic variables. In addition, many websites currently use the correlated marketing data in an attempt to predict whether or not a particular consumer would be interested in one or more specific products and/or services in which other consumers have shown an interest . The latter technique is commonly referred to as collaborative filtering.

For example, a website which sells books may collect information from each visiting consumer regarding which books the consumer showed an interest in and/or purchased, along with demographic information related to the consumer, such as age, income level, literary interests, etc. This data can be provided to authors, distributors and the like to determine which currently existing books are popular with certain groups of consumers. In addition, a collaborative filter can be applied to the collected data in order to suggest certain books to a particular consumer based on the fact that those books were popular with other consumers who are in the same demographic group as the particular consumer. For example, the website would recommend a group of mystery novels to a visiting consumer because the consumer has indicated an interest in mystery novels and because the recommended group of mystery novels is popular with other consumers having an interest in mystery novels. In this manner, the collaborative filter attempts to predict the interests of a particular consumer based on certain demographic variables.

Web-based marketing techniques, such as those based on collaborative filtering, suffer from the same faults as the traditional marketing techniques described above. Specifically, such web- based marketing techniques fail to take into account the nature of word-of-mouth recommendations and promotion when attempting to predict whether a particular consumer will have an interest a particular product or service. The collaborative filtering model discussed above generally results in a recommendation based on the tastes of unknown consumers who are grouped together in an arbitrary fashion based on one or more demographic variables. These unknown consumers may not typically provide recommendations which influence the tastes and opinions of the other consumers. Accordingly, a recommendation based on collaborative filtering will most likely have much less influence on the consumer than a recommendation from a friend or co-worker whom the consumer trusts and appreciates, especially a recommendation from a trusted friend having a common interest in the area of products and/or services. For these reasons, such marketing techniques fail to capture the informal word-of- mouth recommendations which typically propagate in a viral, networked fashion among consumers having preexisting trust-based relationships, thereby missing the ability to identify those consumers who tend to originate new tastes and trends in specific products and/or services. Accordingly, current marketing techniques, including web-based marketing techniques, are not seen to have the ability to accurately predict new tastes and trends regarding a specific product and/or service, such as music. In addition, such marketing techniques are not seen to be capable of utilizing existing, trust-based word-of-mouth relationships to promote new products and/or services .

SUMMARY OF THE INVENTION

The present invention solves the aforementioned problems by providing a marketing tool for facilitating the organization of multiple, trust-based groups of consumers (or "cliques"), and for facilitating free word-of-mouth exchanges of preferences, opinions and trends regarding specific products and/or services within and among the interlinked trust-based groups. The word-of-mouth exchanges are tracked, recorded and analyzed to more efficiently and accurately predict consumer interest in new products and/or services, and to promote new products and/or services.

The present invention provides an internet- based marketing tool which facilitates the registration and organization of members into multiple inter-linked trust-based cliques based on pre-existing trust-based relationships between the members. The preferences, opinions, recommendations and trends of each member regarding specific products and/or services are freely exchanged with all other members within the group, and with members in other groups who have a trust-based relationship with the initiating member, who may be a member of a different group. The freely exchanged preferences, opinions, recommendations and trends are tracked and recorded, thereby capturing traditional word-of- mouth recommendations within a computer-network based community. In addition, the tracked and recorded preferences, opinions, recommendations and trends are analyzed to obtain valuable marketing information and to identify those members known as "tastemakers" who significantly influence the opinions and preferences of other members within one group and of members in the other networked, interlinked groups. The marketing information and the identified tastemakers are used to make marketing predictions regarding new products and/or services and are also used to promote and market new products and/or services .

One aspect of the invention concerns tracking a plurality of communications and activities of a plurality of members having access to a viral-hub system through a network. The plurality of members are maintained in at least one trust-based clique, each trust-based clique including at least two members . The communications of each member of the trust-based clique are shared through the viral-hub system with all other members in the same trust-based clique, and a plurality of activities conducted by each member while the member accesses the viral-hub system through the network are tracked. The tracked activities of each member are shared through the viral-hub system with all other members in the same trust-based clique, and the communications and tracked activities of each member of each trust-based clique are recorded. Preferably, the viral-hub system is a networked computer server which provides open access to websites containing a plurality of data objects in which the members of the trust-based cliques have an interest. In addition, the members of each trust-based clique preferably have a preexisting trust-based relationship among themselves. Each of the communications and tracked activities are preferably based on one or more of the data objects provided in the viral-hub system. Preferably, the recorded communications and tracked activities are analyzed to determine one or more tastemakers for each trust-based clique and across the network of inter-linked trust-based cliques, wherein each of the tastemakers is a member of the trust-based clique who substantially influences the communications and activities conducted by other members of the same trust-based clique. The other members of the same trust-based clique influence the communications and activities conducted by members of other inter-linked cliques, who in turn influence members of other inter-linked cliques so as to propagate opinions, tastes and trends throughout the network of inter-linked cliques. The analysis also preferably generates marketing data corresponding to at least one of the plurality of data objects. Finally, the members may optionally be provided with a reward based on their use of the viral-hub system.

By virtue of this arrangement, a marketing tool is provided whereby groups of members having pre-existing trust-based relationships are maintained in trust-based cliques, thereby facilitating the free word-of-mouth exchange of preferences and opinions regarding a specific area of products and/or services, such as music. These preferences and opinions are tracked, recorded and analyzed to determine the tastemakers responsible for developing new tastes and trends, and also to generate marketing' data. Information related to the tastemakers and the marketing data are provided to the creators, distributors and providers of the products and/or services in order to more efficiently and accurately predict developing tastes and trends regarding the products and/or services. A second aspect of the invention provides for tracking a plurality of communications and activities of a plurality of members having access to a networked viral-hub system which provides access to a plurality of music-related data objects. The plurality of members are maintained in a plurality of trust-based music-cliques, each trust- based music-clique being inter-linked to at least one other trust-based music-clique, each trust-based music-clique including at least two members having a preexisting relationship. The communications of each member of each trust-based music-clique are shared through the viral-hub system with all other members of the same trust-based music-clique, and with members in other trust-based music-cliques, wherein at least one of the communications corresponds to at least one of the plurality of music-related data objects. A plurality of activities conducted by each member while the member accesses the networked viral-hub system are tracked, wherein at least one of the plurality of activities corresponds to at least one of the plurality of music-related data objects. The tracked activities of each member of each trust-based music-clique are shared through the networked viral-hub system with all other members in the same trust-based music- clique. The shared communications and tracked activities of each member of each trust-based music- clique are recorded, and the recorded communications and tracked activities are analyzed to determine at least one tastemaker for all inter-linked trust- based music-cliques, each tastemaker being a member of a trust-based music-clique and influencing the communications and activities conducted by at least one other member of, another trust-based music- clique . Preferably, the viral-hub system is a networked computer server which provides a website containing the music-related data objects. The members of the trust-based music-cliques also preferably have a common interest in the plurality of music-related data objects. In addition, all members of each trust-based clique preferably have a preexisting trust-based relationship. Preferably, music-related data objects are accessible through address references in a website of the 'networked viral-hub system, although music-related data objects are preferably also accessible through other websites on the world wide web. The music-related data objects preferably include recorded music and music reviews, news and information, whereby a member can access, obtain or purchase the recorded music through the website of the viral-hub system or through other websites . The tastemakers are preferably provided with new music for access and sharing with other members, and optionally for their review and critique. The other members of the same trust-based clique of a tastemaker preferably influence the communications and activities conducted by members of other inter-linked cliques, who in turn influence members of other inter-linked cliques so as to propagate opinions, tastes and trends throughout the network of inter-linked cliques. The analysis of the recorded communications and tracked activities preferably generates marketing data and demographic data corresponding to one or more music-related data objects and to the members that accessed the one or more music-related data objects. Finally, the members are optionally provided with rewards based on their use of the viral-hub system.

By virtue of this arrangement, a marketing tool is provided whereby groups of members having pre-existing trust-based relationships are maintained in inter-linked trust-based music- cliques, thereby facilitating the free word-of-mouth exchange of preferences and opinions regarding specific works of music. These preferences and opinions are tracked, recorded and analyzed to determine the tastemakers responsible for developing new tastes and trends in music, and also to generate marketing data related to music. Information related to the tastemakers and the marketing data are provided to the creators, distributors and providers of music in order to more efficiently and accurately predict developing tastes and trends in music and new works of music.

According to another aspect, the present invention provides for using a viral-hub system which provides access to a plurality of data objects. A member is registered in a trust-based ' clique of the viral-hub system, the trust-based clique including at least one other member, at least one of the plurality of data objects is accessed, and at least one communication to at least one other member in the same trust-based clique is initiated through the viral-hub system.

Preferably, the viral-hub system is a networked computer server which provides a website containing a plurality of data objects in which the members of the trust-based cliques have an interest. In addition, the members of each trust-based clique preferably have a preexisting trust-based relationship among themselves. Each of the communications are preferably based on one or more of the data objects provided in the viral-hub system. The members of the another trust-based clique of a particular member access the particular member's communications, and members of other trust- based cliques of each of the accessing members can then also access the communication. In this manner, communications of each member can propagate throughout the network of inter-linked cliques. The accessing of the data objects and the communications are preferably tracked, recorded and analyzed to determine the tastemakers responsible for developing new tastes and trends, and also to generate marketing data. Information related to the tastemakers and the marketing data are preferably provided to the creators, distributors and providers of the products and/or services in order to more efficiently and accurately predict developing tastes and trends regarding the products and/or services. Preferably, those members who substantially influence the preferences and opinions of other members are identified by the viral hub system and are provided with access to new products and/or services, such as music, to review and recommend to others to facilitate the marketing of such products and/or services. The members may optionally be provided with a reward based on their use of the viral-hub system.

By virtue of this arrangement, a marketing tool is provided whereby groups of members having pre-existing trust-based relationships are maintained in trust-based cliques, thereby facilitating the free word-of-mouth exchange of preferences and opinions regarding a specific area of products and/or services, such as music. The members therefore gain the opinions and preferences of other members whom they trust, and also have the chance to share their own opinions with other trusted members regarding a particular product and/or service. Those members who are identified as tastemakers also have the opportunity to have access to cutting-edge developments in new products and/or services and to participate in the development of new tastes and trends in such products and/or services .

In yet another aspect, the present invention is directed to using a networked viral-hub system which provides access to a plurality of music-related data objects. A member is registered in a trust-based music-clique of the viral-hub system, the trust-based music-clique including at least two members having a preexisting relationship. At least one of the plurality of music-related data objects is accessed, and at least one communication with at least one other member in the same trust- based music-clique is initiated through the viral- hub system, wherein the initiated communication corresponds to at least one of the plurality of music-related data objects. At least one recorded activity conducted by another member in the same trust-based music-clique is accessed, wherein the at least one recorded activity corresponds to at least one of the plurality of music-related data objects, and at least one recorded communication which was initiated by another member in the same trust-based music-clique is accessed through the viral-hub system, wherein the at least one recorded communication corresponds to at least one of the plurality of music-related data objects. Preferably, the plurality of music-related data objects are related to music and music-related information in which the members of the trust-based music-clique have an interest. In addition, all members of each trust-based music clique preferably have a preexisting trust-based relationship.

Preferably, the music-related data objects are accessed through a website or application of the viral-hub system via address references and member communications. The music-related data objects preferably include recorded music and music reviews, news and information, whereby a member can access, obtain or purchase the recorded music through a website of the viral-hub system, although the user can also access the same through other existing websites on the world wide web. The accessing of the music-related data objects and the communications are preferably tracked, recorded and analyzed to determine the tastemakers responsible for developing new tastes and trends, and also to generate marketing data. Information related to the tastemakers and the marketing data are preferably provided to the creators, distributors and providers of the products and/or services in order to more efficiently and accurately predict developing tastes and trends regarding the music. Preferably, those members who^' substantially influence the preferences and opinions of other members are identified by the viral-hub system and are provided with access to new music to review and recommend to others, thereby facilitating the marketing of such new music. The members may optionally be provided with a reward based on their use of the viral-hub system.

By virtue of this arrangement, a marketing tool is provided whereby groups of members having pre-existing trust-based relationships are maintained in trust-based music-cliques, thereby facilitating the free word-of-mouth exchange of preferences and opinions regarding a specific work of, or genre of, of music. The members therefore gain the opinions and preferences of other members whom they trust, and also have the chance to share their own opinions with other trusted members regarding a particular work of, or genre of, music. Those members who are identified as tastemakers also have the opportunity to access cutting-edge developments in new music and to participate in the development of new tastes and trends in music.

This brief summary has been provided so that the nature of the invention may be understood quickly. A more complete understanding of the invention can be obtained by reference to the following detailed description of the preferred embodiment thereof in connection with the attached drawings .

BRIEF DESCRIPTION OF THE DRAWINGS

Figure 1 is a representative view of a networked computing environment in which the present invention may be implemented..

Figure 2 is a more detailed view of the networked computing environment shown in Figure 1.

Figure 3 is a detailed block diagram showing the internal architecture of the server shown in Figure 2.

Figure 4 is a block diagram for explaining the data objects shown in Figure 3.

Figure 5 is a block diagram for explaining the database/repository shown in Figure 3.

Figure 6 is a detailed block diagram showing the internal architecture of the computer shown in Figure 2.

Figure 7 is a diagram for explaining a structure of trust-based cliques according to the present invention.

Figure 8 is a diagram for explaining geographic abstraction of trust-based cliques according to one embodiment of the present invention. Figure 9 is a diagram for explaining the subject matter of trust-based cliques according to the present invention.

Figure 10 is a diagram for explaining the direction of a consumer to the viral-hub system according to the present invention.

Figure 11 is a diagram for explaining the direct promotion shown in Figure 10.

Figure 12 is a diagram for explaining the registration of a new member with the viral-hub system according to the present invention.

Figure 13 is a detailed block diagram for explaining a web page supported by the viral-hub system according to the present invention. Figure 14 is a flowchart for explaining the functionality of the viral-hub system according to the present invention.

Figure 15 is a flowchart for explaining the registration of a new member with the viral-hub system according to the present invention.

Figure 16 is a flowchart for explaining the use of the viral-hub system by a member according to the present invention.

Figure 17 is a flowchart for explaining the analysis performed by the viral-hub system according to one embodiment of the present invention.

Figure 18 is a diagram for explaining the promotion of new products/services through identified tastemakers according to the present invention. Figure 19 is a snapshot of a web page supported by the viral-hub system according to one embodiment of the present invention.

Figure 20 is a snapshot of a browser window containing a web page supported by the viral-hub system according to one embodiment of the present invention.

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS The present invention is generally directed to a marketing tool for organizing trust-based groups of consumers (or "cliques"), and for facilitating free word-of-mouth exchanges of preferences, opinions and trends regarding specific products and/or services within and among the interlinked trust-based groups. The word-of-mouth exchanges are tracked, recorded and analyzed to more efficiently and accurately predict consumer interest in new products and/or services, and to promote new products and/or services.

Figure 1 provides an overall system view of a networked computing environment in which the present invention may be implemented. As shown in Figure 1, the networked computing environment comprises network 10 to which various gateways are connected. Specifically, network 10 of Figure 1 is a publicly accessible network medium, and is preferably the internet and world wide web. Gateways 20, 30, 40, 50 and 70 are portals between network 10 and other networks, such as private and local networks of various types. For example, gateway 20 is a portal, such as an internet service provider (ISP) , for connecting home and business computers to network 10. Desktop computer 21 and laptop computer 22 are representative of computing devices that may be connected to network 10 via gateway 20. Of course, a large number of different types of computing devices may be connected to gateway 20 in addition to desktop computer 21 and laptop computer 22.

Gateway 30 is a portal for connecting a broadband network, such as a digital cable network, to network 10. In this manner, devices connected to gateway 30, such as television set top boxes and computer digital modems, have access to network 10. Set top boxes 31 and 32 are representative examples of devices that are connected to, and serviced by, gateway 30. It can be appreciated that other types of devices can also reside on gateway 30, such as computing devices and home appliances. Gateway 40 is a portal for connecting a wireless communication network to network 10. For example, gateway 40 may be a portal for a digital telecommunications network which services digital cellular telephones, such as digital telephone 43, and digital cellular personal assistant devices, such as digital personal devices 41 and 42.

Gateway 70 is portal for connecting a traditional telecommunications network to network 10, and services devices such as conventional telephone 73 and non-digital cellular telephones 71 and 72. It can be appreciated that other types , of networks, either public or private, can be connected to network 10 through a portal such as gateway 50. Viral-hub system 60 is also connected to network 10 and is utilized to implement the present invention as discussed in more detail below. Viral-hub system 60 preferably includes a server for interfacing viral-hub system 60 to network 10, thereby providing the functionality of the present invention via network 10 to the various computers and devices, such as desktop computer 21, which are also connected to network 10 through their respective gateways, such as gateway 20.

As shown in more detail in Figure 2, desktop computer 21 is preferably an IBM PC- compatible computer having a windowing environment such as Microsoft™ Windows 95™, Windows 98™, Windows 2000™ or Windows NT™. It can be appreciated that other types of computing environments may also be used, such as UNIX or LINUX, and that the present invention is not dependant on the type of computing environment utilized. As is typical with IBM PC- compatible computers, desktop computer 21 includes host processor 23, display 27, keyboard 35, mouse 36, floppy drive 25 and/or other type of storage medium (not shown) and speaker 29. Laptop computer 22 is also preferably an IBM PC-compatible computer having a windowing environment similar to that of desktop computer 21. Like desktop computer 21, laptop computer 22 has host processor 24, display 26, keyboard/mouse 37, floppy drive or other storage means (not shown) and speaker 28. Desktop computer 21 and laptop computer 22 also each have a modem and/or a network interface card (not shown) for connecting to network 10 via gateway 20. As shown in Figure 2, gateway 20 is preferably an ISP and network 10 is preferably the internet/world wide web.

Viral-hub system 60 includes server 61 for interfacing viral-hub system 60 to network 10, thereby enabling viral-hub system 60 to implement the present invention. Server 61 is preferably an IBM PC-compatible computer having an operating system such as Microsoft™ Windows 95™, Windows 98™, Windows 2000™, Windows NT™, UNIX or LINUX, although other operating systems may be utilized. Server 61 has a storage device 62 which is preferably a large fixed disk for storing numerous files, such as web pages and related data. Server 61 also has a modem and/or network interface card (not shown) for interfacing server 61 to network 10. Server 61 can therefore be accessed and utilized by other devices on network 10. In this manner, the functionality of the present invention is made available to users of computers and devices, such as desktop computer 21 and laptop computer 22, which are connected to network 10 through their respective gateways, as discussed in more detail below.

Figure 3 is a block diagram showing an overview of the internal architecture of server 61 of viral-hub system 60. In Figure 3, server 61 is seen to include a central processing unit ("CPU") 63 such as a programmable microprocessor which is interfaced to computer bus 67. Also coupled to computer bus 67 is network interface 64 for interfacing to network 10. In addition, random access memory ("RAM") 65, fixed disk 62, and read- only ("ROM") 66 are also coupled to computer bus 67. RAM 65 interfaces to computer bus 67 to provide CPU 63 with access to memory storage, thereby acting as the main run-time memory for CPU 63. In particular, when executing stored program instruction sequences, CPU 63 loads those instruction sequences from fixed disk 62 (or other memory media) into RAM 65 and executes those stored program instruction sequences out of RAM 65. It should also be recognized that standard disk-swapping techniques allow segments of memory to be swapped to and from RAM 65 and fixed disk 62. ROM 66 stores invariant instruction sequences, such as start-up instruction sequences for CPU 63 or basic input/output operating system ("BIOS") sequences for the operation of peripheral devices which may be attached to server 61 (not shown) .

Fixed disk 62 is one example of a computer- readable medium that stores program instruction sequences executable by CPU 63 so as to constitute operating system 81, network interface driver 82, website software 83, database/repository 85, analysis software 86, webpage (HTML) files 87, data references 88, data objects 89, bulletin board files 90, rewards files, and other files 92. As mentioned above, operating system 81 can be a popular operating system, such as a windowing operating system, or may be another type of operating system that supports the functionality of server 61 for implementation of the present invention. Network interface driver 82 is utilized to drive network interface 64 for interfacing server 61 to network 10.

Website software 83 provides the necessary functionality to enable server 61 to host at least one website for access to computer users via network 10. Preferably the world wide web is used to implement the functionality of the present invention through the use of a website maintained on server 61 with support from website software 83, as discussed in more detail below. Database/repository 85 provides a storage structure for storing information on fixed disk 62, wherein the information is collected, accessed, utilized and analyzed as a result of the use of server 61 by users of computers and devices connected to network 10 according to the present invention. Analysis software 86 is a software program, or collection of program modules, which is used to analyze the information maintained in database/repository 85. Website files 87 are preferably HTML files for use by website software 83 in presenting webpages to users via network 10. Data references 88 are tags, which are preferably addresses, representing the locations of corresponding data objects for access from server 61 to a user via network 10. Data objects 89 represent various items which may be accessed from server 61 ^• by a user via network 10, preferably through the use of aforementioned data references 88. For example, data objects 89 may represent data files representing recorded music, images or video.

Bulletin board files 90 are files which support a bulletin board functionality for access by users of server 61 via network 10. Specifically, bulletin board files 90 allow a user to access and view the activities and communications, such as text messages, of other users of server 61, as discussed more fully below. Rewards files 91 represent rewards which are sent from server 61 to a user, such as a user of desktop computer 21, in response to the user's utilization of server 61. For example, rewards files 91 may comprise digital coupons or discounts for purchasing items from a website maintained by server 61, or from any other website on the world wide web. Lastly, other files 92 contains other files or programs necessary to operate server 61 and/or to implement the functionality of the present invention in server 61.

Figure 4 shows the contents of data objects 89. As discussed above, data objects 89 contain data representing various forms of content for access and use by users of server 61 via network 10. As shown in Figure 4, data objects 89 contains multiple types of different data content. Text- data objects 101 are data objects, such as data files or collections, representing text such as newspaper articles, reviews, product descriptions, or any general text-based message or writing. Audio data objects 102 are data objects, such as data files or collections, representing recorded audio content, such as music, conversation, etc. Preferably, audio data objects 102 are formatted according to a standardized audio data format, such as MP3 or music

CD format . Image data objects 103 are data objects, such as data files or collections, representing recorded images, such as pictures and/or graphics and the like. Preferably, image data objects 103 are formatted according to a standardized image data format, such as JPEG. Video data objects 104 are data objects, such as data files or collections, representing recorded video, such as movie clips, music videos, video messages and the like. Preferably, video data objects 104 are formatted according to a standardized video data forma't . Music-related data objects 105 are specific instances of text, audio, image or video data objects 101 to 104 discussed above, or any combination thereof, wherein the data represents either music, or music-related content, such as music-videos, music-related images, and music- related content such as music information, reviews and descriptions. Similarly, movie data objects 107 are specific instances of text, audio, image or video data objects 101 to 104 discussed above, or any combination thereof, wherein the data represents either movies, or movie-related content, such as movie-soundtracks, movie-related images, and movie- related content such as movie information, reviews and descriptions. Web page data objects 108 are data objects, such as data files or collections, representing web pages for access from server 61. Preferably, web page data objects 108 are formatted using a standardized web page format, such as HTML or XML. It can be appreciated that other specific instances of data objects 89 can be provided for any specific content related to products, services, entertainment, and the arts, for example.

Figure 5 provides a more detailed view of database/repository 85 previously shown in Figure 3. As previously discussed with respect to Figure 1, database/repository 85 is used to store information which is collected, accessed, utilized and analyzed as a result of the utilization of server 61 by a user of a computer or device connected to network

10. In general, the present invention allows a user to access server 61, preferably through a website which is maintained and hosted by server 61, in order to access and utilize data objects 89, among other items, and to communicate with other users who access server 61. This functionality is discussed in more detail below. Turning to Figure 5, it can be seen that database/repository 85 is comprised of four basic sections which comprise communications 110, member-related information 115, activities 120 and trust-based cliques 130.

Communications 110 provides a storage structure for storing communications from users who access and utilize server 61 according to the present invention. Preferably, users of server 61 initiate communications, such as messages, comments and the like, which are intended for access and viewing by other users. Such communications are tracked and recorded by server 61 in communications 110. It can be appreciated that such communications may be provided in several different formats provided by known technologies. Accordingly, communications 110 includes text communications 111, voice communications 112, image communications 113, and video communications 114. For example, a user, such- as a user of desktop computer 21, can initiate a text communication via keyboard 35 and mouse 36 while viewing a webpage from server 61 on display 27, and the text communication is tracked by server 61 and stored in text communications 111. Similarly, a user of desktop computer 21 can initiate a voice communication by utilizing a microphone (not shown) , an image communication by utilizing a digital camera (not shown) , and a video communication by utilizing a digital video camera (not shown) , each of which are stored in voice communications 112, image communications 113, and video communications 114.

Member-related information 115 provides a structure for recording information related to members of trust-based cliques maintained by server 61 according to the present invention.

Specifically, and as discussed in more detail below, the present invention allows a user of server 61 to become a member of one or more trust-based cliques, wherein each trust-based clique is a group of members having preexisting trust-based relationships with each other, such as friends, family, coworkers and the like. The present invention preferably collects information regarding each member when the member accesses server 61. Such information is voluntarily provided and may be comprised of only an alias which the member uses as a member-name. Identification information of each member is stored in identification information 118. Preferably, server 61 also collects demographic information regarding each member, such as age, geographic location, income level, and the like. Accordingly, such demographic information of each member is stored demographic information 116. Other information 119 is also provided to store other, miscellaneous information related to each member. As mentioned above, the present invention provides functionality via server 61 for users, who are preferably members, to access and utilize various types of data from server 61, preferably through a website maintained and hosted by server 61. For example, a member accessing server 61 may access and purchase a music CD via a website of server 61. Server 61 tracks and records these activities of each member in actions 120 of database/repository 85. Accordingly, actions 120 comprises various components corresponding to different types of actions taken by a member while accessing server 61. Access actions 121 provides a structure for storing actions taken by each member when accessing content provided by server 61, such as music-related data objects 105. Access actions 122 provides a structure for storing actions taken by each member when purchasing content provided by server 61, such as purchasing one of music-related data objects 105 (e.g., a music file) .

Obtain actions 123 provides a structure for storing actions taken by each member when obtaining content provided by server 61, such as downloading a free one of music-related data objects 105 (e.g., a music file) . Initiate communication actions 125 provides a structure for storing actions taken by each member when initiating a communication via server 61 as discussed above, such as one of text communications 111. Response communication actions

126 provides a structure for storing actions taken by each member when responding to a communication of another member via server 61. For example, a member may access and read one of text communications 111 from another member, and then respond to that communication with a response text communication, which is also tracked and recorded in text communications 111. Other actions 127 provides a structure for storing other types of actions taken by each member when accessing server 61. It can be appreciated that database/repository 85 can be structured as a database, a collection of organized data objects, a hierarchy of data files, or other data structure types according to known techniques . Trust-based cliques 130 provides a structure for storing information related to each trust-based clique that is created and maintained by server 61, as well as the relationships between the multitude of inter-linked cliques. As mentioned above, users of computers and devices can access server 61 via network 10 and become a member of an existing, or a newly-created, trust-based clique with other members whose opinions and recommendations they trust. The organization and functionality of these trust-based cliques are discussed below in more detail. Trust-based cliques

130 supports the creation and maintenance of these trust-based cliques by tracking and recording the information regarding each trust-based clique, and each member of each trust-based clique. As can be seen from Figure 5, trust-based cliques 130 are comprised of multiple trust-based cliques, such as trust-based clique A 131 through trust-based clique B 135. Each trust-based clique contains information regarding the members that belong to the trust-based clique, such as members 132 and 136. In addition, each trust-based clique contains information, such as clique information 133 and 137, regarding the trust-based clique, such as clique name and creation date, and other optionally provided information such as subject of interest and the like. In this manner, server 61 of viral-hub system 60 supports the creation and maintenance of trust-based cliques whereby members of each trust-based clique can freely exchange tastes, comments, opinions, recommendations and activities regarding a particular subject area, such as music or movies, for example.

Figure 6 is a block diagram showing an overview of the internal architecture of host processor 23 of desktop computer 21. In Figure 2, host processor 23 of desktop computer 21 is seen to include central processing unit (CPU) 140 such as a programmable microprocessor which is interfaced to computer bus 147. Also coupled to computer bus 147 are keyboard interface 141 for interfacing to a keyboard, mouse interface 142 for interfacing to a pointing device such as a mouse, floppy disk interface 143 for interfacing to a floppy disk, display interface 144 for interfacing to a display, network interface 148 for interfacing to network 100, and music device interface 149, such as a soundcard, for interfacing to a music device such as a speaker, headphones or an amplifier.

Random access memory ("RAM") 145 interfaces to computer bus 147 to provide central processing unit ("CPU") 140 with access to memory storage, thereby acting as the main run-time memory for CPU 140. In particular, when executing stored program instruction sequences., CPU.140 loads those instruction sequences from fixed disk 25 (or other memory media) into random access memory ("RAM") 145 and executes those stored program instruction sequences out of RAM 145. It should also be noted that standard-disk swapping techniques available under windowing operating systems allow segments of memory to be swapped to and from RAM 145 and fixed disk 25. Read-only memory ("ROM") 146 stores invariant instruction sequences, such as start-up instruction sequences for CPU 140 or basic input/output operation system ("BIOS") sequences for the operation of peripheral devices attached to desktop computer 21. Fixed disk 25 is one example of a computer- readable medium that stores program instruction sequences executable by central processing unit ("CPU") 140 so as to constitute operating system 151, network interface driver 152, internet/world wide web browser (WWW) 153, other drivers 154, music files 155, rewards files 156, e-mail program 157, member information 158, data objects 159, music- related data objects 160, communication files 161, browser plug-in 162 and other files 163. Operating system 151 is preferably a windowing operating system, such as such as Microsoft™ Windows 95™, Windows 98™, Windows 2000™, and Windows NT™, although other operating systems such as UNIX and LINUX may be used with the present invention. Network interface driver 152 is utilized to drive a network interface card or modem to connect desktop computer 21 to network 10. Internet/WWW browser 153 is utilized to access and view webpages over network 10. Other drivers 154 include drivers for each of the remaining interfaces which are coupled to computer bus 147. Music files 155 are data files representing recorded music, such as that on a compact disc or obtained from a website, and are preferably in a standardized format, such as MP3 or music CD format. For example, music files 155 may be one or more of music-related objects 105 stored in server 61 which has been downloaded to desktop computer 21. Rewards files 156 represent coupons or discounts provided to desktop computer 21 from server 61 in return for access and utilization of server 61. For example, rewards files 156 may be one or more of rewards files 91 stored in server 61 which has been downloaded to desktop computer 21. E-mail program 157 is a typical e-mail program that allows desktop computer 21 to receive and send e-mails over network 10.

Member information 158 contains information related to each trust-based clique that a user of desktop computer 21 belongs to, and the member-name that the user uses in each corresponding trust-based clique. Data objects 159 and music-related data objects represent items that the user of desktop computer 21 has accessed and obtained, and/or purchased from server 61, such as one of audio data objects 102 or music-related data objects 105, respectively. Communication files 161 represents data files containing communications, such as text, audio, image or video messages, that the user of desktop computer 21 has initiated or prepared in response to other communications while accessing server 61. Browser plug-in 162 is a component which is added to browser 153 to allow browser 153 to display a first web page at the top portion of the browser window and a second, different web page at the bottom portion of the browser window. Browser plug-in 162 is discussed in more detail below with respect to a particular embodiment of the invention which is depicted in Figure 20. Lastly, other files 163 include any other files necessary for the operation of desktop computer 21 or files created and/or maintained by other application programs on desktop computer 21. As discussed above, the present invention provides a network-based marketing tool which facilitates the registration and organization of network users as members of one or more trust-based cliques consisting of members having pre-existing trust-based relationships. The preferences, opinions, recommendations, activities and trends of each member regarding specific products and/or services are freely exchanged with all other members within the trust-based clique (s) to which the member belongs. The freely exchanged preferences, opinions, recommendations, activities and trends are tracked and recorded, thereby capturing traditional word-of-mouth recommendations among members within a computer-network based community. The tracked and recorded preferences, opinions, recommendations, activities and trends are analyzed to obtain marketing information regarding specific products and/or services and to identify certain members, referred to as "tastemakers," who significantly influence the opinions, preferences and activities .of other members regarding the specific products and/or services. The marketing information and the identified tastemakers are provided to creators, distributors, marketers and sellers of the products and/or services for use in predicting marketing trends, in making decisions regarding new products and/or services and to promote and market new products and/or services through the word-of-mouth exchange facilitated by the inter-linked trust-based cliques .

As discussed in relation to Figure 5, trust-based cliques 130 of database/repository 85 is used to store information regarding the trust-based cliques that are created and maintained by server 61 of viral-hub system 60. Trust-based cliques of the present invention are formed by attracting new users to server 61 and registering the new users as members of either a newly-created trust-based clique, or a pre-existing trust-based clique. In the case that a new trust-based clique is formed for a newly-registered member, the new member supplies server 61 with the names of other members that the new member wants to comprise the new trust-based clique, thereby providing an environment based on preexisting trust-based relationships. The manner in which new members are registered into trust-based cliques is discussed more fully below.

In addition, each member of an existing trust-based clique can then initiate their own new trust-based clique in which the member registers other members with whom the member has a trust-based relationship. For example, a member of an existing trust-based clique which includes several of the member's friends from college may also initiate a second, separate trust-based clique which includes several of the member's coworkers and a third, separate trust-based clique which includes several of the member's family. If each member of these three trust-based cliques then initiates further trust-based cliques of their own, it can be appreciated that the number of trust-based cliques created and maintained by server 61 of viral-hub system 60 will grow exponentially. The viral growth of separate, yet interrelated cliques is thereby achieved in a natural, organic fashion, resulting in clusters of networked trust-based cliques which are often related to each other by at least one common member . Figure 7 provides a view for explaining the creation and organization of trust-based cliques according to the present invention. Turning to Figure 7, five trust-based cliques 131 and 170 to 174 are shown, wherein the trust-based cliques were created and are maintained by trust-based cliques 130 of database/repository 85, as previously discussed with respect to Figure 5. As can be seen in Figure 7, each trust-based clique was created in response to a request by one of the members, referred to as a sponsor, to create a new trust- based clique. For example, trust-based clique A 131 was created in response to a request by member Ml. At the request of member Ml, members M2 to M8 were included in trust-based clique A 131. It can also be seen that member M4 of trust-based clique A 131 is the sponsor of separate trust-based clique B 170 which also contains members M9 through M15.

Similarly, member M13 is a sponsor of trust-based clique C 171, of which member M18 is a sponsor of trust-based clique D 173, and of which member M20 is a sponsor of trust-based clique E 173. In this fashion, the viral growth of trust-based cliques is illustrated, wherein one or more members of each existing trust-based clique joins one or more other trust-based cliques, each having members that share a common bond of trust, to a given degree. For example, member M2 of trust-based clique A 131 is more likely to trust the opinions and recommendations of member M3 regarding a new music release than those of a stranger with whom member M2 has no preexisting trust-based relationship. For simplicity, the illustration of

Figure 7 involves the situation where only one member of each trust-based clique is a member of one other trust-based clique. It should be appreciated that the present invention allows for each member to be joined in multiple trust-based cliques, in which case the viral growth of trust-based cliques results in a complex structure of layered and inter-related trust-based cliques.

Figure 8 provides a view for illustrating a geographic abstraction of trust-based cliques 130. The member-related information 115 and the trust- based cliques 130 of database/repository 85 can be utilized to sort and view trust-based cliques 130 from different levels of abstraction, such as one based on geography of members. For example, turning to Figure 8, it can be seen that all members of a given clique can be viewed at the lowest member level 189. At the next layer of abstraction, all trust-based cliques of a given group can be viewed at clique level 188. Similarly, all groups of a given neighborhood can be viewed at neighborhood level 186. These layers of geographical abstraction then continue from city level 185 through world level 180. In this fashion, trust-based cliques 130 can be sorted and viewed in a geographically hierarchical fashion to facilitate the efficient locating of a particular trust-based clique and/or trust-based clique member. The foregoing is only one embodiment of an organization of trust-based cliques 130 and is not intended to reflect the only manner in which trust-based cliques 130 can be viewed. For example, trust-based cliques 130 may have trust-based cliques which contain members from geographically diverse parts of the world, wherein the members had a preexisting trust-based relationship.

In this regard, Figure 9 provides another example for organizing and viewing trust-based clique 130, wherein trust-based cliques 130 are abstracted and viewed based on subject matter content of each trust-based clique. For example, clique information 133 of trust-based clique 131 of trust-based clique 130 in Figure 5 may indicate that the members of trust-based clique 131 generally share a common interest in music. In this manner, the clique information of each trust-based clique may indicate the general subject matter of interest among the members. By using this information, trust-based clique 130 can be abstracted and viewed based on categories of subject matter. As shown in Figure 9, these areas of subject matter of trust- based clique 130 include, but are not limited to, products cliques 190 in which the members share a common interest in consumer products such as electronics .

Also included are services cliques 191 in which the members share a common interest in consumer services such as photograph development, professional cliques 192 in which the members share a common interest in professional services such as dentists, bank and/or financial cliques 193 in which the members share a common interest in banking and financial services such as mortgage brokers, travel cliques 194 in which the members share a common interest in travel services such as airlines, music cliques 195 in which the members share , a common interest in music such as classical music, art cliques 196 in which the members share a common interest in art such as modern art, book cliques 197 in which the members share a common interest in books such as mystery novels, movie cliques 198 in which the members share a common interest in movies such as horror movies, and other cliques 199 in which the members share a common interest in any other product, service, or subject. ' Figure 10 provides a view for explaining how a consumer is directed to viral-hub system 60 to become a member of a trust-based clique by using a personal computer, or the like, connected to a network. As shown in Figure 10, consumer 200 is drawn to viral-hub system 60 in one of three ways, although other means can be used. According to one way, consumer 200 is directed to viral-hub system 60 by direct promotion 201 in which consumer 200 is directly contacted by an employee or agent of viral- hub system 60 and encouraged to become a member of a trust-based clique. Direct promotion 201 is described below in further detail with respect to Figure 11. According to a second way, consumer 200 is directed to viral-hub system 60 by direct access 202 in which consumer 200 accesses viral-hub system 60 directly while connected to the network on which viral-hub system 60 resides, such as network 10 of Figure 1.

For example, consumer 200 may obtain the address (URL) of viral-hub system 60 from a known internet search engine while using a browser application. Consumer 200 can then directly access viral-hub system 60 by referencing the obtained address. Similarly, consumer 200 may directly access viral-hub system 60 by a link, such as a hypertext link, provided in a web page of another web site . According to a third way shown in Figure 10, consumer 200 is directed to viral-hub system 60 by word-of-mouth and advertising 203. For example, consumer 200 may receive word-of-mouth recommendations from persons whom consumer 200 has a preexisting relationship, such as friends, coworkers, and the like. Consumer 200 may also be persuaded to access viral-hub system 60 by advertising such as television, radio, print advertisements, mailings, e-mail advertisements, web page banner advertisements, and other forms of advertisements and solicitations.

Once consumer 200 accesses viral-hub system 60, such as by one of the three ways described above, consumer 200 becomes requests to become a member of a trust-based clique, either a new or a preexisting trust-based clique, in the manner described above with respect to Figure 7. As shown in Figure 10, consumer 200 has registered as a member with viral-hub system 60 and joined new trust-based clique 205. Members 210 and 212 have each become members of other new trust-based cliques 215 and 220. As previously discussed, once a new member creates a new trust-based clique, further viral growth of the trust-based cliques occurs when members of the new trust-based clique become members of other trust-based cliques. The manner in which a consumer, such as consumer 200, becomes a member of a trust-based clique is described further below with respect to Figure 12.

Figure 11 provides a view for explaining the use of direct promotion 201 of Figure 10 to direct a consumer to join a trust-based, clique of viral-hub system 60. Specifically, turning to Figure 11, a geographical hierarchical structure is depicted to describe the organizational structure of direct promotion 201. First, top level promotion 230 is used to manage direct promotional efforts on a multi-city level, such as state-wide, nation-wide and world-wide levels. As can be seen from Figure 11, multiple city-level promotion units, 231 to 233, are provided under, and managed by, top level promotion 230. Each of city-level promotion units

231 to 233 manage and direct the promotional efforts related to viral-hub system 60 within a specific city. It can be appreciated that a large number of city-level promotion units can be organized under top level promotion 230.

Under each of city-level promotion units 231 to 233 are multiple street team promotion units in order to subdivide promotional efforts in a given city on a street-level basis. For example, as shown in Figure 11, street team promotion units 235 to 237 are provided under city x promotion unit 232 in order to subdivide the promotional efforts within city x on a neighborhood basis. Similarly, under each of street team promotion units 235 to 237 are provided multiple local group promotion units, such as local group promotion units 240 to 243. Local group promotion units 240 to 243 are used to direct promotional efforts on a smaller, socially organized basis, such as by schools, clubs, workplaces, etc. In this manner, promotional efforts can be organized to reach down to the grass roots levels of society within each city in order to encourage groups of consumers with pre-existing trust-based relationships to form a trust-based clique on viral- hub system 60. For example, local group promotion unit 241 is seen to have resulted in the registration of new members to form new trust-based clique 250 in viral-hub system 60. In this manner, new formation of trust-based cliques is encouraged and promoted so that members can share preferences, opinions and tastes regarding consumer products and services, such as music.

Figure 12 provides a view for showing how a consumer becomes a member of viral-hub system 60 once the consumer becomes aware of viral-hub system 60, such as through one of the methods discussed with respect to Figure 10. As seen in Figure 12, consumer 260 requests registration with viral-hub system 60. As previously discussed, viral-hub system 60 is preferably accessed by consumers via the world wide web through a web site hosted by viral-hub system 60. Consumer 260 submits registration request 270 in order to inform viral- hub system 60 that consumer 260 wishes to become registered with viral-hub system 60 and wishes to be joined in a trust-based clique. Preferably, registration request 270 is generated from selections made by consumer 260 when accessing a web site hosted and maintained by viral-hub system 60, although other means may be used to submit a registration request.

As seen in Figure 12, registration request 270 includes new clique members 271, member information 272 and clique information 273.

Registration request 270 can be used by consumer 260 to form a new trust-based clique or to join a preexisting trust-based clique. In this regard, new clique members 271 includes the identities of the members who are to be included in a new trust-based clique, including the identity of consumer 260. Member information 272 includes information related to consumer 260, such as demographic data and identified areas of interest in consumer products and services, such as music. Preferably, member information 272 also includes similar information related to the other members identified in new clique members 271. Clique information 273 includes such information as a name for the new trust-based clique to be formed to include the members identified in new clique members 271. Clique information 273 may also include other information relating to the newly formed clique, such as the formation date, and the areas of interest of the members comprising the new trust-based clique. In addition, in the event that consumer 260 wants to join a preexisting trust-based clique instead of forming a new trust-based clique, clique information 273 can be used to identify the preexisting trust- based clique that consumer 260 wishes to join. In the alternative, new clique members 271 may be used by consumer 260 to identify members who are previously registered in trust-based cliques of viral-hub system 60 so that consumer 260 can join the trust-based cliques of the previously registered members . As can be seen in Figure 12, viral-hub system 60 acts accordingly on the information provided in registration request 270. If registration request 270 indicates that consumer 260 wishes to register as a new member and form a new trust-based clique, then viral-hub system 60 forms a new trust-based clique, such as trust-based clique 280, based on the information in new clique members 271, member information 272 and clique information 273. If, on the other hand, registration request 270 indicates that consumer 260 wishes to register as a new member and join a pre-existing trust-based clique, then viral-hub system 60 identifies the requested pre-existing based on information in new clique members 271, member information 272 and clique information 273, and joins consumer 260 as a new member to the requested pre-existing trust-based clique. In this manner, a consumer, such as consumer 260, can register as a member with viral- hub system 60 and can join a new trust-based clique or a pre-existing trust-based clique.

As discussed above, viral-hub system 60 is preferably accessed through the use of a web site hosted and maintained by viral-hub system 60. For example, a member can use computer 21 to access server 61 of viral-hub system 60 via network 10

(world wide web) . In such a case, web site software 83 and web page files 87 on fixed disk 62 of server 61 are utilized to provide web pages to internet/www browser 153 of computer 21 for viewing on display 27. Such a web site provides an efficient and familiar interface to allow a user of computer 21 to access and utilize the functionality of viral-hub system 60. As previously discussed, the functionality of viral-hub system 60 includes registering and joining a trust-based clique, accessing, obtaining and purchasing consumer-related products and/or services, submitting communications regarding the consumer-related products and/or services, and accessing and viewing the activities and communications of other members related to consumer-related products and/or services. Figure 13 provides a view for explaining the functionality of a top level web page of a web site maintained and hosted by viral-hub system 60. Although the functionality may be provided in multiple web pages in any number of different formats, it can be appreciated that Figure 13 is one example of a representative top level web page for provided the basic functionality of viral-hub system

60 to a computer user. Specifically, turning to Figure 13, web page 300 is depicted which provides access to the functionality of viral-hub system 60. As mentioned above, web page 300 is hosted by server

61 of viral-hub system 60 and is supported by web site software 83 and web page files 87 of fixed disk

62 in server 61. Preferably, web page 300 is directed to a particular area of products and/or services. For example web page 300 may be directed to music. It can be seen that web page 300 is comprised of several different portions, or frames, corresponding to the different functions provided by viral-hub system 60. Specifically, web page 300 is

/ comprised of clique frame 310, content access frame 320, member activities/communications frame 330, new communications frame 340 and registration frame 345. Clique frame 310 is used to display a trust-based clique of which includes the member that is currently accessing web page 300. Clique frame 310 accesses trust-based cliques 130 of database/repository 85 to obtain clique and member information for this purpose. For example, clique frame 310 depicts trust-based clique 131 which consists of members Ml to M8. Clique frame 310 can also be used to navigate among other trust-based cliques which the member belongs to, and to see the interrelationships among multiple trust-based cliques. Content access frame 320 provides an organized listing of products and/or services which can be accessed, obtained, or purchased from viral- hub system 60 by members of trust-based cliques. Content access frame 320 accesses data objects 89 of database/repository 85 to obtain clique and member information for this purpose. For example, web page 300 may be directed to music and music-related content, in which case the organized listing is comprised of references to music content and music- related content, such as audio data objects 102 and music-related data objects 105 on fixed disk 62 of server 61. Preferably, the organized listing is comprised of links, such as HTML links to other web pages, such as web pages 87, providing related content or directly to content files, such as data objects 89. Such links may be collected and organized in a separate file, such as data references 88.

As depicted in Figure 13, content access frame 320 is organized into a hierarchical fashion to assist a member in finding a specific item which is of interest to the member. For example, category A 321 and category B 325 may correspond to different music artists, with items 322 to 324 and items 326 to 327 representing different music recordings for each of the music artists, respectively. Accordingly, a member accessing web page 300 can browse accessible content via content access frame 320 and can click on a link corresponding to an item of interest, whereupon the member is provided access to one of data objects 89 corresponding to the item of interest. Upon accessing the item of interest, the member may obtain the item for subsequent use, such as by downloading a data file, and a purchase may be required for obtaining the data file. As previously mentioned, viral-hub system 60 tracks and records the activities of each member while accessing web page 300. The actions of a member through content access frame 320 are tracked and recorded in access actions 121, purchase actions 122, and obtain actions 123 of actions 120 in database/repository 85.

New communications frame 340 provides the ability for members to submit a communication, such as a message, while accessing web page 300. For example, a member can first access a content item via content access frame 320, such a music recording by the member's favorite artist, and then can submit a new communication via new communications frame 340 which contains the member's opinion of the music recording. New communications frame 340 is comprised of subject 341, activity 342, communication message 343 and record/upload message 344. Subject 341 is used by the member to enter the subject matter of a new communication, such as item 322 of category-A 321. Activity 342 is used by the member to enter the activity engaged in by the member which is the subject of the new communication.

For example, the member may use activity 342 to indicate that the member listened, obtained and/or purchased the subject matter of the new communication. Communication message 343 is used by the member to enter the actual content of the new communication, such as the member's opinion of the content which was accessed via content access frame 320. It can be appreciated that the content of communication message 343 can be used by the member to make recommendations regarding specific content which is accessible via content access frame 320, to solicit new communications from other members, or to share general ideas regarding the general subject matter offered through web page 300. Record/upload message 344 is used to record, or upload a previously recorded, audio or video messages by a member via the member's computer by a microphone and digital camera. Thus, whether the member submits a text-based message via communication message 343 or an audio/video message via record/upload message 344, the new communication is tracked and recorded by viral-hub system 60 and stored in communications 110 of database/repository 85. In this manner, all communications can be subsequently accessed for review by other members of viral-hub system GO , preferably by members within the same trust-based clique of the member who initiated the communication.

Member activities/communications frame 330 is used to display previously conducted activities and submitted communications of other members while accessing web page 300. In this manner, a member accessing web page 300 can browse through and view the activities of other members within the same trust-based clique and can view communications submitted by the other members corresponding to those activities. As can be seen in Figure 13, member activities/communications frame 330 is comprised of a list of activity and communication entries corresponding to multiple members, such as members 331 to 334. It can be appreciated that the list can include entries for every member registered with viral-hub system 60, although the list preferably includes entries for members of the same trust-based clique to which the viewing member belongs. In addition, a single member may have numerous entries corresponding to multiple activities and/or communications previously engaged in by the member. The entry for each of members 331 to 334 preferably includes a plurality of sections which include member ID 335, subject 336, activity 337, communication 338, and date/time 339. Member ID 335 provides information regarding the identification of the member corresponding to the particular entry. Subject 336 contains information regarding the subject of the activity conducted by, or the communication submitted by, the member of member ID 335, such as one of the items accessed via content access frame 320. Activity 337 contains a description of the activity engaged in by the member of member ID 335, such as the access, obtainment or purchase of an item accessed by the member via content access frame 320. Communication 338 contains the content of a communication previously submitted by the member of member ID 335, such as an opinion regarding an item accessed by the member via content access frame 320. Finally, date/time 339 indicates the date and time that the activity and/or communication of the member of member ID 335 was engaged in.

Thus, member activities/communications frame 330 provides a type of bulletin board for members to view while accessing web page 300 to access and view the previous activities and communications of other members, preferably of other members of the same trust-based clique. In this manner, viral-hub system 60, through web page 300, facilitates the free exchange of opinions, ' preferences, tastes and recommendations between members within each trust-based clique. Such opinions, preferences, tastes and recommendations are valuable to other members within the same trust- based clique and have a good probability of being relied upon because they were originated by a member with whom the other members of the trust-based clique have a preexisting trust-based^' relationship. Member activities/communications frame 330 relies upon files, such as bulletin board files 90 to format and display the aforementioned information. In addition, the information of each entry for member ID 335, subject 336, activity 337, communication 338 and date/time 339 is accessed from the stored information in database/repository 85 of fixed disk 62 of server 61. Registration frame 345 provides the ability for a consumer to register as a new member with viral-hub system 60 and to join one of trust-based cliques 130. Registration frame 345 has clique entry 346 for the new member to enter the name of a new clique that the new member wishes to join, or the name of an existing clique that the new member wishes to become a member of. Members entry 347 is provided for the new member to provide identification information for the members that the new member wants to comprise a new trust-based clique. Information entry 348 is provided for the' new member to enter information related to a new trust-based clique, such as the subject of interest of the new trust-based clique, the geographic location of the members of the new trust-based clique, and other miscellaneous information. In this manner, registration frame 345 allows the new member to register and join a trust-based clique, whether new or preexisting. The information ^'submitted by the new member in registration frame 345 is recorded and stored in member-related information 115 of database/repository 85.

Figure 14 provides a flowchart for explaining the use and functionality of viral-hub system 60 according to one embodiment of the invention. First, a consumer is drawn to access viral -hub system 60 to become a new member in step S1401. As previously mentioned, a consumer may be drawn to viral-hub system 60 as a new member by direct promotional efforts 201, direct access 202 or word-of-mouth and advertising 203, or by other methods. In this embodiment, the new member accesses viral-hub system 60 via web page 300 by using computer 21. The new member registers as a member with viral -hub system 60 in step 1402, preferably by using registration frame 345. The registration of a new member is described in more detail in Figure 15. After the new member accesses viral -hub system 60 via web page 300, the new member utilizes registration frame 345 to submit a registration request in step S1501. The new member submits a registration request by entering appropriate information in clique entry 346, members entry 347 and information entry 348. Viral -hub system 60 then determines whether the new member was previously registered into an existing trust-based clique by another member (step S1502) .

If so, viral-hub system 60 identifies the new member as a registered member of the existing trust -based clique in step S1503 and then flow passes to step S1510. If viral-hub system 60 determines that the new member was not previously registered into an existing trust-based clique by another member, flow passes to step S1504.

.In step S1504, viral-hub system 60 determines whether the new member has indicated in registration frame 345 that the new member wants to join a preexisting trust-based clique of previously registered members. If so, viral-hub system 60 registers the new member with the preexisting trust- based clique of previously registered members in step S1505 and then flow passes to step S1510. If viral-hub system 60 determines that the new member does not want to join a preexisting trust-based clique, flow passes to step S1506. In step S1506, viral-hub system 60 determines whether the new member has indicated in registration frame 345 that the new member wants to join a preexisting trust- based clique based on a particular subject matter of interest, such as a trust-based clique that has a general interest in a particular musical artist. If so, viral-hub system 60 registers the new member with the preexisting trust-based clique corresponding to the subject matter of interest in step S1507 and then flow passes to step S1510. If viral-hub system 60 determines that the new member does not want to join a preexisting trust-based clique based on a particular subject matter of interest, flow passes to step S1508.

In step S1508, viral-hub system 60 determines whether the new member has indicated in registration frame 345 that the new member wants to initiate a new trust-based clique. If so, viral-hub system 60 registers the new member with a new trust- based clique and also adds the other members identified in registration frame 345 to the new trust-based clique in step S1509 and then flow passes to step S1510. If viral-hub system 60 determines that the new member does not want to initiate a new trust-based clique, flow passes to return S1508. In step S1510, viral-hub system 60 records information regarding the new member in member-related information 115 of database/repository 85, along with information regarding a new trust-based clique if appropriate. Returning to Figure 14, after registering with viral-hub system 60 in step S1402, all members are allowed to access the other functions of viral-hub system 60 via web page 300. In step S1403, the member uses viral-hub system 60 to conduct activities facilitated by viral-hub system 60 via web page 300, such as accessing, obtaining and/or purchasing music recordings or other products and/or services provided through viral-hub system 60. The member also submits communications to viral-hub system 60 regarding the products and/or services accessible through viral-hub system 60 (step S1403) .

More specifically, Figure 16 provides a more detailed explanation of the functionality of viral-hub system 60 while being accessed and used by a registered member of a trust-based clique. In step S1601, viral-hub system 60 determines whether the member accessing web page 300 has indicated a request to access, obtain or purchase one of data objects 89, such as a music recording, by utilizing content access frame 320. If so, viral-hub system 60 provides the requested one of data objects 89 to computer 21 of the member via network 10, after completing a purchase transaction, if necessary (step S1602) and flow then passes to step S1603. If viral-hub system 60 determines that the member has not indicated a request to access, obtain or purchase one of data objects 89, flow passes directly to step S1603.

In step S1603, viral-hub system 60 determines whether the member accessing web page 300 has indicated a request to submit a new communication through new communications frame 340 of web page 300. If so, viral-hub system 60 records a new communication based on the information provided by the member in new communications frame 340 and stores the new communication accordingly in communications 110 of database/repository 85 (step S1604) and flow then passes to step S1605. If viral-hub system 60 determines that the member has not indicated a request to submit a new communication, flow passes directly to step S1605. In step S1605, viral-hub system 60 determines whether the member accessing web page 300 has indicated a request to access, through member activities/communications frame 330, a previously recorded activity of another member. If so, viral- hub system 60 provides access to the previously recorded activity of the other member (step S1606) and flow then passes to step S1607. As previously discussed, the member accessing web page 300 can view and access the previously conducted activities of other members through member activities/communications frame 330, and may also engage in the same activity by referencing the previously conducted activity. For example, the member accessing web page 300 may view in member activities/communications frame 330 that another member of the same trust-based clique has purchased a particular product from viral-hub system 60 and can then make the same purchase simply by referencing the recorded purchase of the other member displayed in member activities/communications frame 330. If viral-hub system 60 determines that the member has not indicated a request to access a previously recorded activity of another member, flow passes directly to step S1607.

In step S1607, viral-hub system 60 determines whether the member accessing web page 300 has indicated a request to access, through member activities/communications frame 330, a previously recorded communication submitted by another member. If so, viral-hub system 60 provides access to the previously recorded communication of the other member (step S1608) and flow then passes to return S1609. If viral-hub system 60 determines that the member has not indicated a request to access a previously recorded communication of another member, flow passes directly to return S1609. Returning to Figure 14, flow passes to step

S1404 in which viral-hub system 60 tracks and records the activities engaged in, and the communications submitted by, the member accessing web page 300 as described above. These tracked activities and communications are stored in communications 110 and actions 120 of database/repository 85, respectively. Flow then passes to return S1405 in which the recorded activities and communications of the member accessing web page 300 are added to the display of member activities/communications 330 for access by other members so that the activities and/or communications of each member can be shared with other members, preferably of the same trust-based clique.

Next, viral-hub system 60 performs an analysis of recorded communications 110 and actions 120 of database/repository 85 in step S1406. This analysis is performed to determine which members are tastemakers who influence the preferences, opinions and activities of other members, and to determine the popularity of particular products and/or services among the members of viral-hub system 60. Preferably, the analysis is performed by a program such as analysis software 86 on fixed disk 62 of server 61, although it can be appreciated that the analysis may be performed on a computing platform other than server 61 or viral-hub system 60. Figure 17 provides a more detailed explanation of one embodiment of the analysis performed in step S1406. In Figure 17, the analysis begins in step S1701 by generating a summary of recorded communications 110 and actions 120, which is organized with based on information according to the originating member and trust-based clique, the date, and the related product or service. Next, in step S1702, the summary of recorded communications 110 and actions 120 is sorted based on the data objects, representing products and/or services, that are the subject of each activity and communication. The sorted summary is then analyzed to determine the popularity of each particular product and/or service which is accessible through viral-hub system 60 (step S1703) . In step S1704, one member of each trust-based clique is identified as a tastemaker based on the member's demonstrated propensity to most influence the preferences, opinions, and activities of other members in the same trust-based clique. Next, one tastemaker is identified from the group of tastemakers from all trust-based cliques as the one tastemaker who most influences the preferences, opinions, and activities of all other tastemakers (step S1705) .

In step S1706, the analysis generates demographic marketing information related to each of the products and/or services accessible through viral-hub system 60. This demographic marketing information is based on the recorded communications 110, member-related information 115, and actions 120 of database/repository 85, and on the identified tastemakers from steps S1704 and S1705. Finally, the analysis generates a summary of tastes and trends of the tastemakers regarding the products and/or services accessible through viral-hub system 60 (step S1707) . In this manner, viral-hub system 60 identifies those members who consistently influence other members in their respective trust- based cliques and can thereby use the current tastes and preferences of the tastemakers to predict the future tastes and preferences of all trust-based clique members. Flow then passes to return S1708.

Returning to Figure 14, flow passes to step S1407 in which viral-hub system 60 provides the results of the analysis of step S1406 in a readily useable output, such as printed output or computer media, for use by creators, marketers, and other providers of the -products and/or services which are accessible to members through viral-hub system 60. The creators, marketers, and other providers then use the analysis results to predict future tastes, preferences and activities among all members of viral-hub system 60, and among consumers in general, and to promote new products and/or services in a word-of-mouth fashion through the identified tastemakers (step S1408) . Lastly, certain members may receive rewards and/or other incentives based on their respective use of viral-hub system 60. For example, the identified tastemakers may be rewarded with digital discount coupons based on their demonstrated ability to influence other members to purchase a particular product and/or service through viral-hub system 60. Flow then passes to end S1410.

In this manner, viral-hub system 60 facilitates, through the use of the internet, access by members to products and/or services and the submission of comments from the members of their opinions and recommendations regarding the products and/or services. This free exchange of commentary regarding the products and/or services among trust- based cliques of members creates a trust-based word- of-mouth promotional network through which general consumer marketing tastes and trends can be derived. This promotional network can also be used to introduce new products and/or services to the members, and specifically to the tastemakers, to evaluate their potential success. For example, Figure 18 provides a basic illustration of the use of the identified tastemakers of the trust-based cliques of viral-hub system 60 to promote new products and/or services. As can be seen in Figure 18, members 351 to 357 are the identified tastemakers of their respective trust-based cliques. In addition, member 353 is identified as the root tastemaker of all tastemakers. Accordingly, creators, marketers, distributors and providers 400 submit new products and/or service for access through viral-hub system

60 to member 353, the root influencer, for word-of- mouth promotion to the other members of the trust- based cliques. Of course, other approaches can be utilized, such as introducing new products and/or services to all tastemakers, or to all members of -the root tastemaker's trust-based clique.

Figure 19 is an illustration of a specific embodiment of web page 300 which is directed solely to consumer-related music. The functionality of web page 300 in Figure 19 is the same as discussed with respect to Figures 13 to 18, except that the particular product offered through web page 300 is recorded music and music-related content such as music reviews, artist biographies and the like. As can be seen from Figure 19, clique frame 310 shows the name of the trust-based clique of the particular member accessing web page 300, and the members of the trust-based clique. Content access frame 320 provides an area for the member accessing web page 300 to browse for music files and music-related files in an organized and efficient fashion by clicking on corresponding links of web page 300. In this example, the music and music-related information can be browsed based on a particular artist .

Member activities/communications frame 330 of web page 300 in Figure 19 functions similar to the description provided above for Figure 13, and is organized as a list of entries of different members with each entry having member ID 335, subject 336, activity 337, communication 338, and date/time 339. Member activities/communications frame 330 of Figure 19 also has buttons 420 in each entry so that the viewing member can explore, listen, buy or comment on the subject matter of the particular entry. For example, a member accessing web page 300 of Figure 19 might view the entry in member activities/communications frame 330 corresponding to "Bobby H" regarding the recording "Romeo/Dallas." The viewing member may then decide to buy the recording through viral-hub system 60 based on the message by "Bobby H" in communication 338 of the same entry. The viewing member can then easily by the recording by using the buy button of buttons 420. Thus, the trust-based relationships among the members of each trust-based clique of viral-hub system 60 allow valuable word-of-mouth recommendations and opinions of some members to easily and effortlessly influence other members of the same trust-based clique when accessing web page 300.

Figure 20 provides an illustration of an alternative embodiment of the present invention. In this embodiment, viral-hub system 60 not only tracks and records the activities and communications of each member while the member accesses viral -hub system 60 via the internet, but also tracks and records activities and communications engaged in by the member while the member accesses other web sites on the internet. This is accomplished by an added component to the browser of the members' computers, such as a browser plug-in 162 for internet/www browser 153 on fixed disk 25 of computer 23. For example, a member accessing viral-hub system 60 may download browser plug-in 162 from viral-hub system 60 for practicing the present embodiment of the invention. Once installed on the member's computer and integrated properly with internet/www browser 153, browsers plug-in 162 allows the internet/www browser 153 to be used in a split-screen mode so that the functionality of viral-hub system 60 can be viewed and accessed in the top portion of the browser screen, and other web sites can be viewed and accessed in browser portion 440 at the bottom of the browser screen. In addition, browser plug-in 162 adds toolbars to the browser screen to enhance the functionality of viral-hub system 60 while the member accesses other websites.

Turning to Figure 20, it can be seen that the browser display is provided in split-screen format with web page 300 in the top portion of the screen thereby providing the functionality of viral- hub system 60 as previously discussed with respect to Figures 13 to 19. Web page 300 of Figure 20 also allows viral-hub system 60 to track and record the activities engaged in, and the communications submitted, by a member when the member accesses other web sites through browser portion 440. In this embodiment, the aforementioned tracked and recorded activities and communications are recorded in the database/repository 85 along with the tracked and recorded activities and communications which the member engaged in while accessing viral-hub system 60 . In this manner, members are not restricted to the products and/or services offered for access through viral-hub system 60, but can access other products and services from other web sites as well, and still have their activities and communications shared with other members of viral-hub system 60. Like Figures 13 and 19, web page 300 includes clique frame 310 and member activities/communications frame 330 for selecting a particular trust-based clique and viewing the previously recorded activities of other members, preferably of the same trust-based clique. In addition, web page 300 includes source identifier

442 in each entry of member activities/communications frame 330. Source identifier 442 identifies the web site which a member was accessing in browser portion 440 when the member engaged in the activity which was recorded and displayed in an entry of member activities/communications frame 330. Web page 300 also includes media player 441 for listening to digital audio files or viewing digital video files, such as those that are accessed through viral-hub system 60 via web page 300 or those that are accessed through another web site through browser portion 440.

Web page 300 also includes cloak button 443 which allows a member to prevent viral -hub system 60 from tracking and recording the activities and communications of the member while accessing other web sites through browser portion 440. In addition, media toolbar 444 is provided on web page 300 to identify the title of the data file, audio or video, that is currently being played on media player 441. Lastly, side toolbar 446 is provided along the side of web page 300 and browser portion 440 to allow a member to manage the layout of web page 300 and the functionality of viral-hub system 60, and to contain other icons related to the use of the member's computer. Accordingly, the embodiment illustrated in Figure 20 allows members of viral-hub system 60 to browse through web sites hosted on other servers , on the world wide web, and to still share their activities and communications related to content accessed on those web sites with other members of viral-hub system 60, preferably with other members of the same trust-based clique. This embodiment therefore allows viral-hub system 60 to collect valuable marketing information related to a wide variety of products and/or services offered through the vast amount of web sites on the world wide web. Such information can then be analyzed, as described above with respect to Figure 17, to determine tastemakers and to generate marketing data regarding tastes and trends related to particular products and/or services. The invention has been described with particular illustrative embodiments. It is to be understood that the invention is not limited to the above-described embodiments and that various changes and modifications may be made by those of ordinary skill in the art without departing from the spirit and scope of the invention.

Claims

WHAT IS CLAIMED IS:

1. A computer-based method for tracking a plurality of communications and activities of a plurality of members having access to a viral-hub system through a network, the method comprising the steps of : maintaining the plurality of members in at least one trust-based clique, each trust-based clique including at least two members; sharing, through the viral -hub system, the communications of each member of the trust-based clique with all other members in the same trust- based clique; tracking a plurality of activities conducted by each member while the member accesses the viral -hub system through the network; sharing, through the viral-hub system, the tracked activities of each member with all other members in the same trust-based clique; and recording the communications and tracked activities of each member of each trust-based clique .

2. A method according to Claim 1, wherein the viral-hub system is a networked, computer-based system.

3. A method according to Claim 1, wherein the viral-hub system includes at least one computer server.

4. A method according to Claim 3 , wherein ' the computer server provides a web site for access by the members .

5. A method according to Claim 1, wherein the viral-hub system contains a plurality of data references .

6. A method according to Claim 5, wherein each of the plurality of data references is an address .

7. A method according to Claim 5, wherein each of the plurality of data references is a URL.

8. A method according to Claim 5, wherein each of the plurality of data references corresponds to a data object.

9. A method according to Claim 8, wherein the data object contains data representing readable text .

10. A method according to Claim 9, wherein the readable text is a music review.

11. A method according to Claim 8, wherein the data object contains data representing a web page .

12. A method according to Claim 8, wherein the data object contains data representing recorded audio .

13. A method according to Claim 12, wherein the recorded audio is music.

14. A method according to Claim 8, wherein the data object contains data representing an image.

15. A method according to Claim 8, wherein the data object contains data representing a picture.

16. A method according to Claim 8, wherein the data object contains data representing recorded video .

17. A method according to Claim 1, wherein a plurality of trust-based cliques are maintained, each trust-based clique being inter-linked to at least one other trust-based clique, and each trust- based clique including at least two members having a common interest in a same subject matter.

18. A method according to Claim 17, wherein the same subject matter is music.

19. A method according to Claim 17, wherein the same subject matter is movies.

20. A method according to Claim 1, wherein the maintenance of each trust-based clique is based on a pre-existing relationship between at least two members in the trust-based clique.

21.. A method according to Claim 1, further comprising the step of creating a new trust-based clique in response to a request from a member, wherein the new trust-based clique includes the requesting member and at least one other member identified in the request.

22. A method according to Claim 1, further comprising the step of recording a set of information corresponding to each of the plurality of members .

23. A method according to Claim 22, wherein each recorded set of information includes demographic information related to the corresponding member .

24. A method according to Claim 22, wherein each recorded set of information includes identification information related to the corresponding member.

25. A method according to Claim 21, wherein the requesting member is included in a preexisting trust-based clique and is also included in the new trust-based clique.

26. A method according to Claim 1, wherein a new member is included in a preexisting trust- based clique based on a request by the new member.

27. A method according to Claim 26, wherein the request by the new member identifies a member of the preexisting trust-based clique.

28. A method according to Claim 26, wherein the request by the new member identifies a subject-matter in which all members of the preexisting trust-based clique have a common interest .

29. A method according to Claim 1, wherein each of the communications is a text-based message.

30. A method according to Claim 1, wherein each of the communications is a voice-based message.

31. A method according to Claim 1, wherein each of the communications is a video-based message.

32. A method according to Claim 1, wherein each of the communications is initiated by one of the members .

33. A method according to Claim 32, wherein each of the communications is shared with all members in the trust-based clique of the initiating member.

34. A method according to Claim 33, wherein each of the communications is addressed to one of the plurality of members and is shared with all members in the trust-based clique of the addressed member.

35. A method according to Claim 1, wherein each of the communications is shared with at least one other member through a message board which is maintained by the viral-hub system.

36. A method according to Claim 1, wherein at least one of the communications corresponds to a text-based file which is accessible through the viral-hub system.

37. A method according to Claim 1, wherein at least one of the communications corresponds to an audio-based file which is accessible through the viral-hub system.

38. A method according to Claim 1, wherein at least one of the communications corresponds to a video-based file which is accessible through the viral-hub system.

39. A method according to Claim 1, wherein at least one of the communications corresponds to an image-based file which is accessible through the viral-hub system.

40. A method according to Claim 8, wherein the plurality of activities includes accessing, through a data reference, at least one data object.

41. A method according to Claim 8, wherein the plurality of activities includes purchasing, through a data reference, at least one data object.

42. A method according to Claim 41, wherein the at least one data object is a recorded music file.

43. A method according to Claim 1, wherein the plurality of activities includes purchasing, through the viral-hub system, at least one consumer product .

44. A method according to Claim 43, wherein the at least one consumer product is a recorded music CD.

45. A method according to Claim 3, wherein the plurality of activities includes accessing, through the viral-hub system, at least one web page maintained by the computer server.

46. A method according to Claim 1, wherein the plurality of activities includes accessing, through the viral-hub system, at least one shared communication.

47. A method according to Claim 1, wherein the plurality of activities includes initiating, through the viral-hub system, a communication to at least one other member.

48. A method according to Claim 1, wherein the plurality of activities includes responding, through the viral-hub system, to at least one of the plurality of shared communications.

49. A method according to Claim 1, further comprising the step of tracking a plurality of activities conducted by each member while each member accesses at least one website on the world wide web.

50. A method according to Claim 1, further comprising the step of sharing, through the viral- hub system, the tracked activities of a first member with a second member, wherein the second member is included in a trust-based clique in which the first member is not included.

51. A method according to Claim 1, wherein the tracked activities are shared through an accessible data object.

52. A method according to Claim 1, wherein the tracked activities are shared through an electronic bulletin board.

53. A method according to Claim 1, wherein the communications and tracked activities are recorded in a database .

54. A method according to Claim 1, wherein the < communications and tracked activities are recorded in a data repository.

55. A method according to Claim 1, wherein the recording step further includes recording information corresponding to each of the plurality of members .

56. A method according to Claim 1, further comprising the step of analyzing the recorded communications and tracked activities.

57. A method according to Claim 56, wherein the step of analyzing includes creating a summary of the recorded communications and tracked activities .

58. A method according to Claim 56, wherein the step of analyzing includes determining which ones of the recorded- communications and tracked activities correspond to a data reference accessible through the viral-hub system.

59. A method according to Claim 56, wherein the step of analyzing includes determining which ones of the recorded communications and tracked activities correspond to a data object accessible through the viral-hub system.

60. A method according to Claim 56, wherein the step of analyzing includes determining at least one tastemaker for all trust-based cliques, each tastemaker being a member of a first trust- based clique that influences the communications and activities conducted by other members of at least one other trust-based clique.

61. A method according to Claim 60, wherein the at least one tastemaker influences at least one other member of the another trust-based clique to access a music-related item.

62. A method according to Claim 60, wherein the at least one tastemaker influences at least one other member of the another trust-based clique to obtain a music-related item.

63. A method according to Claim 60, wherein the at least one tastemaker influences at least one other member of the another trust-based clique to purchase a digital music-recording.

64. A method according to Claim 60, wherein the step of analyzing further includes determining which ones of the tastemakers of the plurality of trust-based cliques influence the communications and activities conducted by all other tastemakers . - li es . A method according to Claim 56, wherein the step of analyzing includes generating demographic data corresponding to at least one of the members .

66. A method according to Claim 56, wherein the step of analyzing includes generating marketing data corresponding to at least one of the members .

67. A method according to Claim 56, further comprising the step of providing analysis data from the analyzing step to a third party.

68. A method according to Claim 60, further comprising the step of providing to a third party a set of information corresponding to each tastemaker.

69. A method according to Claim 60, further comprising the step of providing a targeted data object which is accessible through the viral- hub system to each tastemaker of each trust-based clique .

70. A method according to Claim 1, further comprising the step of providing a reward to at least one member.

71. A method according to Claim 49, wherein the at least one website on the world wide web is hosted on a server other than the viral-hub system, and further comprising the step of tracking a plurality of communications submitted by each member while each member accesses the at least one website .

72. A method according to Claim 71, wherein the at least one website is accessed through a browser on a computer connected to the networked viral-hub system.

73. A method according to Claim 72, wherein the browser has a browser plug-in to allow it to display a web page hosted by the viral-hub system and a web page hosted by a server which is not related to the viral-hub system.

74. A method according to Claim 73, wherein the browser plug-in is obtained from the viral-hub system.

75. A computer-based method for tracking a plurality of communications and activities of a plurality of members having access to a networked viral-hub system which provides access to a plurality of music-related data objects, the method comprising the steps of : maintaining the plurality of members in a plurality of trust-based music-cliques, each trust- based music-clique being inter-linked to at least one other trust-based music-clique, each trust-based music-clique including at least two members having a preexisting relationship; sharing, through the viral-hub system, the communications of each member of each trust-based music-clique with all other members of the same trust-based music-clique, and with members in other trust-based music-cliques, wherein at least one of the communications corresponds to at least one of the plurality of music-related data objects; tracking a plurality of activities conducted by each member while the member accesses the networked viral-hub system, wherein at least one of the plurality of activities corresponds to at least one of the plurality of music-related data objects; sharing, through the networked viral-hub system, the tracked activities of each member of each trust-based music-clique with all other members in the same trust-based music-clique; recording the shared communications and tracked activities of each member of each trust- based music-clique; and analyzing the recorded communications and tracked activities to determine at least one tastemaker for all inter-linked trust-based music- cliques, each tastemaker being a member of a trust- based music-clique and influencing the communications and activities conducted by at least one other member of another trust-based music- clique .

76. An apparatus for tracking a plurality of communications and activities of a plurality of members having access to a viral-hub system, comprising: a program memory for storing process steps executable to perform a method according to any of Claims 1 to 75; and a processor for executing the process steps stored in said program memory.

77. Computer-executable process steps stored on a computer readable medium, said computer- executable process steps for tracking a plurality of communications and activities of a plurality of members having access to a viral-hub system, said computer-executable process steps comprising process steps executable to perform a method according to any of Claims 1 to 75.

78. A computer-readable medium which stores computer-executable process steps, the computer-executable process steps to track a plurality of communications and activities of a plurality of members having access to a viral-hub system, said computer-executable process steps comprising process steps executable to perform a method according to any of Claims 1 to 75.

79. A computer-based method for using a viral-hub system which provides access to a plurality of data objects, the method comprising the steps of: registering as a member of a trust-based clique of the viral-hub system, the trust-based clique including at least one other member; accessing at least one of the plurality of data objects; and initiating, through the viral-hub system, at least one communication to at least one other member in the same trust-based clique.

80. A computer-based method for using a networked viral-hub system which provides access to a plurality of music-related data objects, the method comprising the steps of: registering as a member of a trust-based music-clique of the viral-hub system, the trust- based music-clique including at least two members having a preexisting relationship; accessing at least one of the plurality of music-related data objects; initiating, through the viral-hub system, at least one communication with at least one other member in the same trust-based music-clique, wherein the initiated communication corresponds to at least one of the plurality of music-related data objects; accessing at least one recorded activity conducted by another member in the same trust-based music-clique, wherein the at least one recorded activity corresponds to at least one of the plurality of music-related data objects; and accessing, through the viral -hub system, at least one recorded communication which was initiated by another member in the same trust -based music- clique, wherein the at least one recorded communication corresponds to at least one of the plurality of music-related data objects.

81. A apparatus for using a viral-hub system which provides access to a plurality of data objects, comprising: a program memory for storing process steps executable to perform a method according to any of Claims 79 and 80; and a processor for executing the process steps stored in said program memory.

82. Computer-executable process steps stored on a computer readable medium, said computer- executable process steps for using a viral-hub system which provides access to a plurality of data objects, said computer-executable process steps comprising process steps executable to perform a method according to any of Claims 79 and 80.

83. A computer-readable medium which stores computer-executable process steps, the computer-executable process steps to use a viral -hub system which provides access to a plurality of data objects, said computer-executable process steps comprising process steps executable to perform a method according to any of Claims 79 and 80.