Social networking potential

Social Networking Potential (SNP) is a numeric coefficient, derived through algorithms to represent both the size of an individual's social network and their ability to influence that network. A close synonym is the Alpha User, a person with a high SNP. SNP coefficients have two primary functions:
#the classification of individuals based on their Social Networking Potential, and
#the weighting of in quantitative marketing research studies.

By calculating the SNP of respondents and by targeting High SNP respondents, the strength and relevance of quantitative marketing research used to drive viral marketing strategies is enhanced.

Variables used to calculate an individual's SNP include but are not limited to: participation in Social Networking activities, group memberships, leadership roles, recognition, publication/editing/contributing to non-electronic media, publication/editing/contributing to electronic media (websites, blogs), and frequency of past distribution of information within their network.

The first book to discuss the commercial use of Alpha Users among mobile telecoms audiences was 3G Marketing by Ahonen, Kasper and Melkko in 2004. The first book to discuss Alpha Users more generally in the context of social marketing intelligence was Communities Dominate Brands by Ahonen & Moore in 2005.

Examples

An electronics manufacturer wants to launch a new product. Traditional advertising is expensive relative to viral campaigns. The manufacturer wants to create a viral marketing campaign but is unsure what to communicate and which media to use. A marketing research study that targets High SNP respondents could be used to estimate the relative potential of a number of different strategies, delivering estimates of
# how effective specific communications are at generating sales and,
# which communications and media are most likely to be forwarded through social networks.

A manufacturer of clothing wants to create "buzz" for a new line of products. They have produced a number of video clips that have differing emotional appeals (fun, sexy, casual, vibrant). By targeting high SNP individuals, exposing them to the video clips, and measuring the extent to which they are influenced by each, an optimal viral marketing strategy can be identified.

Books

Ahonen & Moore: Communities Dominate Brands, futuretext, 2005

References

* [http://www.linkedin.com/pub/2/816/9b3 Advertising Research is Changing, 2007]
* [http://www.ericmarder.com/laws.html The Laws of Choice -- Predicting Customer Behavior]

ee also

* [http://www.facebook.com/business/?beacon Facebook Beacon]