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Understand social context and spot the Alpha User
The Alpha User is a human networking hub. The Alpha User is someone who loves to communicate with everyone and keeps the social group connected and informed. The Alpha User is also earlier in adopting most communication technologies than the peers on the same social network. That does not make an Alpha User the same as an “Early Adopter” but rather, that among each discrete community, the Alpha User tends to be the one of the earliest adopters within that community. The group itself could be very laggard in adopting technology - likely for example for the older ladies of the bridge club - or can be a group of all early adopters such as for example i-Pod users’ group today. Each such group will have one Alpha User who leads the adoption of new communication technologies to that group. Alpha Users are natural teachers of any new technology they like. Think of it, who was the person who taught you to send an SMS, or an MMS. These people are very likely to be Alpha Users.
Why do we want Alpha Users?
The Alpha User is the ideal evangelist for anything new that we might offer to that community. Because the Alpha User tends to be the earliest in adopting new communication technologies the Alpha User is eager to learn about and trial new telecoms services. If the Alpha User likes the new service or product, he/she will immediately start to promote its brilliance to all in his/her community who would most be attracted to the service. The Alpha User will do this without any of our active promotion or pushing. The Alpha User feels compelled to tell the world about the latest greatest discovery. If we then recruit the Alpha Users, reward him/her for promoting the service, a perfect partnership is formed.
How can I identify Alpha Users?
There is no single Alpha User group that lead all social networks, but rather someone who is an Alpha User in one community, may be just a regular member in another community. Thus all distinct communities must first be identified and then the networking hub person in each to be isolated. It is also valuable to recognize the communities in each behaviour-based segment, because it helps to target marketing alpha users of a specific segment. Traditional data mining methods crumble tackling this kind of problem as each subscriber typically belongs to many differing, but often partially overlapping social networks. The traditional data mining tools also are optimized to analyze individual customers, but now we should analyze each customer and her/his social context and behaviour and purchase history. Xtract analytics starts from mapping the social networks. Our Solutions can also offer automated analytics in real, for example, for recommendations in operators’ web site and customer interfaces. Social Networks are beautiful!
A community map shows visually the links, social connections and interactions, between people in your customer base. People with same interests form a community and the social network of your customer base is made of several communities. People with the strongest links as the Alpha Users.
View some examples of community maps:
 Community map 3 |
 Community map 4 |
 Community map 5 |
 Community map 6 |
 Community map 7 |
 Community map 8 |
Interested to learn more? Take a look at the Solutions section.
