Beruflich Dokumente
Kultur Dokumente
Michel Bruley
WA - Marketing Director
February 2012
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Social Network
A social network is a
social structure between
actors, mostly individuals
or organizations
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Society as a Graph
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Social Network Analysis
Social network analysis [SNA] is the mapping and measuring of
relationships and flows between people, groups, organizations, computers
or other information/knowledge processing entities:
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Connections
Size
– Number of nodes
Density
– Number of ties that are present / the amount of ties
that could be present
Out-degree
– Sum of connections from an actor to others
In-degree
– Sum of connections to an actor
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Distance
Walk
– A sequence of actors and relations that begins and
ends with actors
Geodesic distance
– The number of relations in the shortest possible
walk from one actor to another
Maximum flow
– The amount of different actors in the neighborhood
of a source that lead to pathways to a target
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Some Measures of Power & Prestige
Degree
– Sum of connections from or to an actor
• Transitive weighted degreeAuthority, hub, pagerank
Closeness centrality
– Distance of one actor to all others in the network
Betweenness centrality
– Number that represents how frequently an actor is
between other actors’ geodesic paths
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Cliques and Social Roles
Cliques
– Sub-set of actors
More closely tied to each other than to actors who are not
part of the sub-set:
– A lot of work on “trawling” for communities in the web-
graph
– Often, you first find the clique (or a densely connected
subgraph) and then try to interpret what the clique is
about
Social roles
– Defined by regularities in the patterns of relations
among actors
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Network Analysis Example
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Centrality: strategic positions
Degree centrality:
Local attention
Closeness centrality:
Capacity to communicate
Beetweenness centrality:
reveal broker
"A place for good ideas"
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Social Network Analysis: what for?
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Tangible Outcomes from SNA
Organisational Re-structures
Sell More that work
Building Better
Communities
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Ways to use SNA to Manage Churn
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Cross-Sell and Technology Transfer
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Acquisition – Member gets Member
Campaign Topic
Acquire New Members
Description
One of an Operator‘s major objectives is to keep (or even extend) the market position.
As the main competitors are making ground by eg. attractive tariffs or through the
acquisition of new retail partners, acquisition of new customers becomes a very important
objective.
This campaign format focuses on influencers in social communities, who are most likely to
recommend a (off-net) friend to become a new subscriber of the Operator.
The recommendation itself, as well as the subscription is incentivised for both, the subscriber
and the recommending person.
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Householding / Family identification
Combination of a) and b)
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Community Identification and
Marketing
Households / Families
a)Seasonal workers
b)SMEs
c)Students
d)Schoolchildren
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Customer Lifestage analysis
Analysis based on identifying critical life stage events using
social network changes
a) Going to University
b) Moving
c) Changing job
e) Imputing demographics
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Winback
Campaign Topic
Retention
Description
SNA offers an opportunity to detect potential churners earlier (possibly before they have
completely ceased all on-net activity) and also identifies the individuals who are likely to
have the best chance of persuading them to return. The aim is to use SNA to detect
potential churners during the process of leaving and motivate them to stay with the
Operator.
Current Approach: New Approach
Active Inactive
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Competitor Insights
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Other business applications
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Teradata Aster: See the Network
Understand connections among users and organizations
Challenges Examples
• Large number of entities with rapidly
growing amount of data for each
• Connectivity changing constantly
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Teradata Aster References
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