This document summarises the result of an application of Idiro’s SNA Plus solution. SNA Plus is a multi-disciplinary software application based on Social Network Analysis concepts and supported by mathematical algorithms and database technology. Idiro SNA Plus enables the execution of highly targeted Viral Marketing campaigns.

Idiro defines Viral Marketing as amplified word-of-mouth marketing. Viral Marketing:

• Transmits a product or service
• Provides for effortless transfer to others
• Scales easily from small to very large
• Exploits common motivations and behaviours
• Utilizes existing communication networks
• Takes advantage of others’ resources

A major European MNO used Idiro SNA Plus to profile customers according to SNA principles and run a Viral Marketing campaign to sell 3G phones. The company ran a direct mail campaign offering reduced-price 3G handsets to the people in each of the groups and then tracked the rate of contagion within those people’s communities.