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Netsci2010 social networks for marketers
1. The marketers point of view Applications and challenges for marketers using call network analysis 11 May 2010, Matej Karpisek Presented at: NetMob 2010 (satelite of NetSci 2010) www.netsci2010.net
6. Strategy 15/05/10 | Page “ Making Data Work” by providing solutions that generate a measurable higher return on information. (ROi²) ENQIO | mobile marketing forum
7. Social networks @ ENQIO BE, June 2006: Exceptional successful campaign NL, Apr 2007, MMS& VAS upsell campaigns NL, May 2006: Start of SNA in Netherlands NL, July 2006: Net promoter score analysis PT, Oct 2006: Start of SNA in Portugal ES, Aug 2006: Benchmarking of ENQIO social leaders PT, Oct 2007: Launch of get/keep/increase campaigns SK, May 2007, Viral marketing in Slovakia FR, Jan 2008, Viral marketing research in France BE , Nov 2004 : Analysis of contact circle value BE, Nov 2005: R&D , social leader, communities BE, Aug 2009, Next gen SNA initiative CA, Jan 2008, Start of VM campaigns 100 + VM campaigns executed BE, Aug 2008, iPhone analysis
13. multichannel communication CRM Toolkit Bill Insert, Bill message, Bill envelope. Bill Outbound Email campaign, SMS, MMS Video, Direct Mail. Segmented Email Segmented Email and associated segmented web landing pages. Offers Offer developments, IEW treatments offers. Contact Centre Contact centre script (in out bound calling) Service support, FAB Briefing packs and agent ref material, promotional items. Two way SMS Two way SMS to request international roaming Video Video promo, viral series video utube, Video service support BTL Activity Sales promotion techniques for target segment, Sponsorship opportunities, PR concepts for promoting approach, Competition prizes, Member get member WOM Steer the WOM by targeting social leaders : Increase Word Of mouth , steer the content (right message)
14. MMS campaign Prepaid social leaders not using MMS yet with MMS enabled handsets, contacted via SMS Target 100 free MMS per month during 3 consecutive months In addition, possibility to fwd offer to friends Offer Communication 9.5 times above expectations 2 times above expectations 5 times above expectations
15. Happy Hour campaign Pay as you go social leaders with on-net voice spending lower than €4 per month Target 1 month free Happy Hour (VAS on top of tariffplan) fee of 5 euro will be applied Offer Communication Direct SMS: 1.2% e-mail: 2.4% Results SMS: 2.000 leaders Email: 286 leaders Response rate Improvement over previous campaigns On top of direct, 3-4 times higher conversion in circle Viral : 4.3%
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17. Virality of products ENQIO | <footer> 15/05/10 | Page Leaders boost spread Leaders block spread Low viral spread High viral spread ADSL Blackberry Mobile data Content MMS High voice Low voice Low SMS Banxafe Convergence & co-branding Mobile services Customer behaviour
20. Impact on dongle adoption when convincing a social leader No social leader in the circle Social leader without dongle in the circle Social leader with dongle in the circle One of my friends has a dongle Two of my friends have a dongle Three of my friends a dongle No one in my circle has a dongle Effect of in the circle of converting a social leader My average dongle adoption rate ENQIO | netmob 2010
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22. The customer base, not one large community Differences in language Geographical spread Each dot represents a customer. The distance between 2 dots represents the distance/closeness in the social network. Afterward the dots are coloured based on the language or geographical location ENQIO | netmob 2010
23. When do people call Low users: 9AM till 4PM , 7days a week Business Business hours Youngsters evenings, 7days a week and weekend nights Time of day/week when customers from different segments contact each other ENQIO | netmob 2010
24. Events in communities ENQIO | netmob 2010 15/05/10 | Page First MMS usage Churn Handset switch
30. Variable and event decomposition Common contacts on the FIX net (low expected variation) Common contacts mobile off net (Rotational churn exists here but with different promo’s) Common contacts mobile on net (Rotational churn makes the contacts also less stable) Are they the same person? Do they have the same contacts? Do they call from the same places? Sim A Sim B Cell A Cell X Cell F Most used cell 2nd cell 3th cell Cell A Cell Z Cell X Similarity score ENQIO | netmob 2010
31. Equal contacts (v’s calculation) Candidate Contract A Candidate Contract B Fix line On-net post On-net pre Other mobile Input data : CDR data for the customer base For voice/SMS/(MMS) “ Ideal case 3 months before and 3 months after” Short numbers Importance of call direction needs to be verified ENQIO | netmob 2010
35. Stability questions 15/05/10 | Page ENQIO | netmob 2010 Distribution over different connection times over 1 year of time Only a small fraction of contact is strong and stable (core)
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37. Grouping of ethnicities Understanding ethnicity adds value to customer understanding However privacy regulation prohibit the use of this information All customers No name known Uncharacteristic name Characteristic name Asian Name Northern European Western European Southern European Eastern European Island Other 28.5% 23.0% 48.5% chinese indian indonesian hindoe japanese kazakh korean thai vietnamese danish finnish icelandic swedish norwegian breton french frisian galician german dutch provencial basque catalan spanish italian greek corsican portuguese latvian lithuanian macedonian romanian russian serbian_and_croatian slovene albanian ukrainian polish estonian czech_and_slovak bulgarian english welsh scottish modern_english native_american cornish traditional_english irish african armenian azerbaijani esperanto hawaiian igbo jewish khmer kurdish manx maori yoruba
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39. Missing data 15/05/10 | Page OFF NET Postpaid Prepaid ENQIO | netmob 2010 Offnet connections are not visible in the graph... How to deal with this?
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