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Sna for conference v1.2


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Sna for conference v1.2

  1. 1. השקת מוצר חדשני על ידי שיווק באמצעות מובילי דעה Social Networks Analysis אלעד בהט March 10 “ The only path to profitability growth may lie in a company’s ability to get its loyal customers to become, in effect, its marketing department”
  2. 2. The Challenge <ul><li>Say ads are relevant to their needs. </li></ul><ul><li>Say direct mail is relevant. </li></ul><ul><li>Say email marketing is relevant. </li></ul>Forrester Research Marketing channels have lost their edge:
  3. 3. The Reason
  4. 4. A New Channel Emerges <ul><li>McKinsey: Consumer-driven marketing activities, such as Internet reviews and word-of-mouth recommendations from friends and family, are twice as important in the active consideration stage of buying than company-driven marketing. </li></ul>Consumers are influenced by people they know more than any marketing messaging.  
  5. 5. Opinion Leaders Facts of the population are opinion leaders Influencing subject matters (Churn, Acquisition , Hand set and content are the main ones) Demographic factors or preferences distinguishing opinion leaders from the rest of the population
  6. 6. The Vision – Social Networks Analysis
  7. 7. From Conversion to Viral factor 1000 targets -> 20 Influencers 120 followers + 1000 targets 20 wins CRM Social CRM 2% 6 Viral Factor Conversion rate ->
  8. 8. 12/74 When influencers are convinced, so is their network When influencers are not convinced, neither is their network Influencer Marketing – Week 5
  9. 9. Influencers vs. Communicators Kevin Tom Cindy Strong Comm. Churn influencer Data services influencer Plumber Lisa Content Influencer Handset Influencer Girlfriend Communication Volume does not mean influence Many connections does not mean influence
  10. 10. Communication Vs. Influence 12% Opinion Leaders 9% Alfa Users 15% Overlap Opinion Leaders Alpha users <ul><li>Most Alfa users are not influencers </li></ul><ul><li>Counting “links” detects “Taxi drivers” and not influencers </li></ul>
  11. 11. Influencers & Social Sphere Social sphere Influencer First Circle Close friends Second Circle Distant friends Third Circle A friend of a friend 20% 30% 50% 100% Second Circle First Circle Second Circle Third Circle
  12. 12. Who Are the Followers? Family 10% Friends 23% Co-Workers 21%
  13. 13. The Process
  14. 14. What Have We Done? EU GSM Provider
  15. 15. What Have We Done? <ul><li>Launch of a new product in 7 countries </li></ul><ul><li>we performed a social network analysis on each country’s data, identifying networks, influencers and followers </li></ul>
  16. 16. What Have We Done? <ul><li>All influencers were ranked based on their influence strength and each operator received the list of influencers with their ranking score and their influence group type </li></ul><ul><li>Customers were divided into groups of influencers and their followers in different subject matters: </li></ul><ul><li>Content </li></ul><ul><li>Technology </li></ul><ul><li>Handset upgrade </li></ul><ul><li>All 3 </li></ul>Influencer Classification
  17. 17. New Product Launch - High Level Campaign Plan <ul><li>The product is influenced from a combination of peer pressure and top influencers. </li></ul><ul><li>Therefore, we applied the following tactics: </li></ul><ul><ul><li>Focus on dense concentrations of friends </li></ul></ul><ul><ul><li>Target top influencers to drive peer pressure </li></ul></ul><ul><ul><li>Consistently continue fueling the network </li></ul></ul>
  18. 18. Fueling the network based on response Launch event for top opinion leaders and their friends Next Opinion leaders and followers targeted campaigns Fueling the network based on previous responses Wave 1 Wave 2 Wave 3 SNA Campaign Waves Strong Influencers Dense Peer Pressure
  19. 19. Harnessing the Power of Influencer Marketing “ The only path to profitability growth may lie in a company’s ability to get its loyal customers to become, in effect, its marketing department” Frederick Reichheld, “The One Number You Need to Grow,” HBR, December 2003
  20. 20. Thank you!