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

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

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

    • 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 SponsorSupported byOrganised by
    • The Power Of Social Networks And How They Shape Consumer BehaviorGeorge Chua, Vice President, Customer Analytics, Celcom Axiata Berhad1
    • 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
    • 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 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
    • 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
    • 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.
    • 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
    • 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
    • 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
    • Time evolution of the iPhone adoption network10Notes: One node represents one subscriber. Node color: represents iPhone model: red=2G, green=iPhone 3G,yellow=3GS
    • 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 through society with great speed.2. The key to harnessing the effects of social contagion, is to identify andinfluence the influencer.12
    • 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
    • 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 SponsorSupported byOrganised by
    • Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com