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Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.comThank you to our sponsor & partners!Gold...
The Power Of Social Networks And How They Shape Consumer BehaviorGeorge Chua, Vice President, Customer Analytics, Celcom A...
Let’s begin with a fun exercise2Category BMI range (kg/m2)Very severely underweight less than 15.0Severely underweight fro...
Does obesity spread from person to person?Nicholas A. Christakis MD, PhD. &James H. Fowler PhD.3
Our friends, our friends’ friends and our friends’ friends’ friends can makeus fat4Source: The Spread of Obesity in a Larg...
Christakis & Fowler also found that social networks have clusters of happyand unhappy people within them that reach out to...
Unhappy people and happy people tend to cluster in separate groups6Source: Christakis, N. A., & Fowler, J. H. (2009). Conn...
Studies done at a Malaysian mobile operator found that subscribers whoare in a community of churners have greater likeliho...
A subscriber’s community influence his churn likelihood through influencersJun-11Jul-11Aug-11Sep-11Source: Social network ...
Influencers are also far more value than the average subscriber9y = 1881.4x + 36.507R² = 0.0827-MYR 100MYR 0MYR 100MYR 200...
Time evolution of the iPhone adoption network10Notes: One node represents one subscriber. Node color: represents iPhone mo...
14% of people trust ads, 78%ofpeople trust consumerrecommendations!Nielsen Global Trust in Advertising Survey11
Implications for the marketer1. Because people can influence one another through 3 degrees, socialcontagion can spread thr...
Four steps of influencer marketing1. Identify and profile* theinfluencers by measuring theirdegree of influence.2. Identif...
Case study on influencer marketing: Dunkin’ Donuts14
Case study on influencer marketing: Gatorade15
Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.comThank you to our sponsor & partners!Gold...
Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
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The Power of Social Networks and How they Shape Consumer Behavior - Celcom Axiata

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Transcript of "The Power of Social Networks and How they Shape Consumer Behavior - Celcom Axiata"

  1. 1. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
  2. 2. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.comThank you to our sponsor & partners!Gold SponsorSupported byOrganised by
  3. 3. The Power Of Social Networks And How They Shape Consumer BehaviorGeorge Chua, Vice President, Customer Analytics, Celcom Axiata Berhad1
  4. 4. Let’s begin with a fun exercise2Category BMI range (kg/m2)Very severely underweight less than 15.0Severely underweight from 15.0 to 16.0Underweight from 16.0 to 18.5Normal (healthy weight) from 18.5 to 25Overweight from 25 to 30Obese Class I (Moderatelyobese)from 30 to 35Obese Class II (Severely obese) from 35 to 40Obese Class III (Very severelyobese)over 40
  5. 5. Does obesity spread from person to person?Nicholas A. Christakis MD, PhD. &James H. Fowler PhD.3
  6. 6. Our friends, our friends’ friends and our friends’ friends’ friends can makeus fat4Source: The Spread of Obesity in a Large Social Network over 32 Years, Nicholas A. Christakis, M.D., Ph.D., M.P.H., and James H.Fowler, Ph.D., N Engl J Med 2007; 357:370-379 July 26, 2007
  7. 7. Christakis & Fowler also found that social networks have clusters of happyand unhappy people within them that reach out to three degrees ofseparation• A persons happiness is related tothe happiness of their friends,their friends’ friends, and theirfriends’ friends’ friends• In fact, each additional happyfriend increases a personsprobability of being happy byabout 9%5
  8. 8. Unhappy people and happy people tend to cluster in separate groups6Source: Christakis, N. A., & Fowler, J. H. (2009). Connected: The surprising power of our social networks and how they shape our lives. NewYork: Little, Brown and Company.
  9. 9. Studies done at a Malaysian mobile operator found that subscribers whoare in a community of churners have greater likelihood of churn• For a post-paid subscriber who is ina community of churners, thelikelihood of churn is about 12.7%,which is 3 higher than a randompost-paid subscriber• The churn likelihood of a prepaidsubscriber who is in a communityof churners is over 1.9 times higherthan a random prepaid subscriber.• Churn contagion is stronger in thecommunity of post-paid subscribersthan prepaid subscribers.73.9%7.0%8.8%6.1%0%5%10%15%Postpaid churn Prepaid churn(Celcomdefinition)Background churn Community lift
  10. 10. A subscriber’s community influence his churn likelihood through influencersJun-11Jul-11Aug-11Sep-11Source: Social network analysis on churners between Jun-11 & Sep-11 and their call graphs in May-11
  11. 11. Influencers are also far more value than the average subscriber9y = 1881.4x + 36.507R² = 0.0827-MYR 100MYR 0MYR 100MYR 200MYR 300MYR 400MYR 500MYR 6000.000 0.020 0.040 0.060 0.080 0.100 0.120 0.140TotalRevenueInTheMonthOfMay-11Eigenvector Centrality Of Churners In June-11Source: Social network analysis on churners between Jun-11 & Sep-11 and their call graphs in May-11
  12. 12. Time evolution of the iPhone adoption network10Notes: One node represents one subscriber. Node color: represents iPhone model: red=2G, green=iPhone 3G,yellow=3GS
  13. 13. 14% of people trust ads, 78%ofpeople trust consumerrecommendations!Nielsen Global Trust in Advertising Survey11
  14. 14. Implications for the marketer1. Because people can influence one another through 3 degrees, socialcontagion can spread through society with great speed.2. The key to harnessing the effects of social contagion, is to identify andinfluence the influencer.12
  15. 15. Four steps of influencer marketing1. Identify and profile* theinfluencers by measuring theirdegree of influence.2. Identify and profile theinfluencees who are sociallyconnected to the influencer.3. Ask yourself: a) What economicand emotional value can I provideto both the influencer andinfluencees? b) How can I help theinfluencer to pass on this value?4. Design a marketing campaignbased on your answers to 3.13Notes:*Profile here refers to demographic, behavioral and psychological profiles.123
  16. 16. Case study on influencer marketing: Dunkin’ Donuts14
  17. 17. Case study on influencer marketing: Gatorade15
  18. 18. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.comThank you to our sponsor & partners!Gold SponsorSupported byOrganised by
  19. 19. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
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