This document outlines the experience of a major European mobile phone operator in evaluating how Social Network Analysis can be used to drive viral diffusion of a new proposition within its customer base. The analysis was carried out using Idiro SNA Plus.

The purpose of this research exercise was to measure how much extra benefit would be brought by a viral marketing campaign based on Idiro's scores and methodology.

The use of SNA in mobile operator marketing

The use of SNA for marketing purposes is a complex subject.  Even though individuals may have similar communication patterns, this does not necessarily translate into similar levels of influence. Influence is a function of a complex set of parameters including communication frequency, intensity, levels of reciprocity and connectedness.

For this evaluation, a campaign target list was chosen by the mobile operator, independently of Idiro, then Idiro predicted which targeted customers would be most likely to influence their friends to take up the new tariff add-on.  Uptake within communities was analysed.  A strong correlation between a target’s Idiro score and their friends’ propensity to take up the offer would indicate successful SNA scores.  Thus, if Idiro SNA Plus were used in selecting target customers for future campaigns, this would lead to significant increases in campaign uptake.

To request a copy of the full text of this case study, please email sales@idiro.com.