If you would like to go straight to the Case ... jump from here ... to the line after the next red line ...
We have been using GEPHI and other tools to visualize social networks ...
The first time that network diagram popped up and the ability to transform it into beautiful colors ...
Was possibly the greatest moment of joy in this course ...
One could see so much more for the first time ...
And then ... questions started popping up ... what does it mean?
More so, the discussion has now evolved to: what is the use of all this for business?
So here's my 2 cents on the business objectives of social network mining, I am going to talk about a couple of scenarios, not all though - due to paucity of time and space - but could put in more coverage later if time permits.
So, read at your own risk with a healthy dose of skepticism and questioning.
Case Building: A mobile phone maker "TelTel" wishes to release information about its upcoming launch to the most "qualified" prospect and is advised by a Consulting company "Gyani Inc." to use Social Network Mining on Facebook.
Why?
Gyani Inc.
Gyani Inc. is a world-class consulting organization that forayed into Social Media mining with the help of a number of partner forums over a period of time. It also has a tie-up with a mobile user forum called "SolveMeraMobileProblem" (SMMP) on Facebook.
SMMP
All kinds of users of mobile phones of various brands visit the page of SMMP to seek advice regarding their mobile phone problems. Most of them are able to find solutions within a week's time, thanks to the technical background of founders of SMMP, and a huge loyal techno-savvy inter-connected user base, that is more than eager to help. Over three years, SMMP page has over a million hits every day, primarily through Facebook and also through Google searches - mobile users looking for a solution on Google get SMMP search results from Facebook and therefore land-up on Facebook page, often find solutions or pose questions, and in the process become signed-up users. Signed-up users are drawn to the intrinsic features of Facebook and often network with each-other to collaborate for solutions, or for simply the fun of networking. Over the course of time, a huge web of users has now become inter-connected through the SMMP page. Of course SMMP charges a fee for quicker support and provides a platform to sponsors to sell branded merchandise.
WIIFM (What Is In It For Me - Everyone Asks)
For SMMP, the opening up its user base can render several benefits - including providing legal revenue generation opportunities. It can also provide insights into the user base, how to meet their requirements, how to better competition and provide better satisfaction to users for loyalty, identification of thought leaders, identification of potential bottleneck areas, identification of products and services that may be able to monetize various networks within the user community and so on ...
For TelTel, SMMP offers an awesome dedicated pool of potential customers for various offerings:
- Some of the SMMP users are known to purchase every new gadget launched ahead of others
- Some of the SMMP users are known to be looking for alternatives to their existing phone products
- Some of the SMMP users are known to be opinion leaders on other forums as well and can influence buyers of TelTel's products even outside SMMP / Facebook
- Many of the SMMP users are experts in ripping apart any new product for its weaknesses and failures, they could potentially give advance warnings to TelTel about potential failure points
- Many of SMMP users are "C" level executives and get influenced by opinions expressed by users on the SMMP forum, when it comes to corporate buying
Alright I got to pause here, to see if something got registered.
Is it now more obvious, why social network mining can make business sense? Now in the above scenario, let me reverse question and ask - how can social network mining make business sense?
Post your responses below.
We have been using GEPHI and other tools to visualize social networks ...
The first time that network diagram popped up and the ability to transform it into beautiful colors ...
Was possibly the greatest moment of joy in this course ...
One could see so much more for the first time ...
And then ... questions started popping up ... what does it mean?
More so, the discussion has now evolved to: what is the use of all this for business?
So here's my 2 cents on the business objectives of social network mining, I am going to talk about a couple of scenarios, not all though - due to paucity of time and space - but could put in more coverage later if time permits.
So, read at your own risk with a healthy dose of skepticism and questioning.
Case Building: A mobile phone maker "TelTel" wishes to release information about its upcoming launch to the most "qualified" prospect and is advised by a Consulting company "Gyani Inc." to use Social Network Mining on Facebook.
Why?
Gyani Inc.
Gyani Inc. is a world-class consulting organization that forayed into Social Media mining with the help of a number of partner forums over a period of time. It also has a tie-up with a mobile user forum called "SolveMeraMobileProblem" (SMMP) on Facebook.
SMMP
All kinds of users of mobile phones of various brands visit the page of SMMP to seek advice regarding their mobile phone problems. Most of them are able to find solutions within a week's time, thanks to the technical background of founders of SMMP, and a huge loyal techno-savvy inter-connected user base, that is more than eager to help. Over three years, SMMP page has over a million hits every day, primarily through Facebook and also through Google searches - mobile users looking for a solution on Google get SMMP search results from Facebook and therefore land-up on Facebook page, often find solutions or pose questions, and in the process become signed-up users. Signed-up users are drawn to the intrinsic features of Facebook and often network with each-other to collaborate for solutions, or for simply the fun of networking. Over the course of time, a huge web of users has now become inter-connected through the SMMP page. Of course SMMP charges a fee for quicker support and provides a platform to sponsors to sell branded merchandise.
WIIFM (What Is In It For Me - Everyone Asks)
For SMMP, the opening up its user base can render several benefits - including providing legal revenue generation opportunities. It can also provide insights into the user base, how to meet their requirements, how to better competition and provide better satisfaction to users for loyalty, identification of thought leaders, identification of potential bottleneck areas, identification of products and services that may be able to monetize various networks within the user community and so on ...
For TelTel, SMMP offers an awesome dedicated pool of potential customers for various offerings:
- Some of the SMMP users are known to purchase every new gadget launched ahead of others
- Some of the SMMP users are known to be looking for alternatives to their existing phone products
- Some of the SMMP users are known to be opinion leaders on other forums as well and can influence buyers of TelTel's products even outside SMMP / Facebook
- Many of the SMMP users are experts in ripping apart any new product for its weaknesses and failures, they could potentially give advance warnings to TelTel about potential failure points
- Many of SMMP users are "C" level executives and get influenced by opinions expressed by users on the SMMP forum, when it comes to corporate buying
Alright I got to pause here, to see if something got registered.
Is it now more obvious, why social network mining can make business sense? Now in the above scenario, let me reverse question and ask - how can social network mining make business sense?
Post your responses below.
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