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Brand Tribalism<br />Exploration of Virtual Communities<br />UKAIS 2011 –  Pasi Tuominen – University of Hertfordshire <br />
A part of Doctoral Thesis Managing Services Reputation<br />
LeadingAcademicResearch<br />
Definitions and keycharacteristics<br />a group of people emotionally connected by similar consumption values and usage (C...
Definitions and keycharacteristics<br />social association are the most important influence on an individual’s consumption...
Definitions and keycharacteristics<br />use the social “linking value” of products and services to create a community and ...
Definitions and keycharacteristics<br />shared consumption is the postmodern consumer’s means of creating a social link an...
The Need To Connect<br />…Maslow: "Love and belongingness is a basic human need.”  This feeling begins with our need to co...
Why Do We Connect?<br />…we connect around shared interests. Music. Film. Fashion. Business. Literature. Gaming. Photograp...
Location Used To Be Everything<br />12 tribes of Israel<br />…tribes used to be limited to location.<br />
The Digital Tribe<br />…is no different from offline tribes. <br />… NO Boundaries ?<br />
Tribal Eco-System<br />… social networking platforms allow tribes to form devoid of boundaries with common interests.<br />
Social Networking<br />… is hardly a new idea. It is at the heart our democratic roots. <br />
Study Design<br />… 180 day netnographic data collection, analysis and comparison of blog posts, reviews, tweets and faceb...
Study Design – Hotels<br />
Study Design – Restaurants<br />
KEY FINDINGS - Distribution of FB Fans<br /><ul><li>Chain 3 hasover 42% of ”hotel followers” in Finland
Individual /privatehotelsattractsignificantlymorefollowers (for the remaining 68%)</li></li></ul><li>KEY FINDINGS – FB Act...
 The amount of Company CreatedContenthas no (orverysmall) relation to activity of the followers
 The type of CCC hassignificantcorrelation to activity</li></li></ul><li>KEY FINDINGS – Reactions to Company CreatedConten...
Chain 3 followersreacted to Company CreatedContent 3.3 timesmoreoften
 65% of the reactions of Chain 1 postingswerenegative
 Significant correlation (R² .828) was detected between the likings and chain 3’s entertainment valued stimulus.</li></li>...
Otherplatforms for re-living and sharing the experiences
Dating, trends and music created Positiviveeffect
Products, prices etc. had a negative influence to conversation</li></li></ul><li>Conclusions – implications to management…...
… First. Shut Up & Listen<br />
Leading a Virtual Tribe<br />… monitoring<br />… measuring<br />… long term<br />… diversechannel / platformselection<br /...
Leader of a Tribe has<br />… to stand out by being the voice, emulator and human form of the idea by constantly listening ...
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Brand Tribalism UKAIS 2011

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Presentation of the the peer-reviewed conference proceeding at the UKAIS 2011 seminar, Oxford.

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  • This study identifies the relations between tribalism and tribal marketing by analysing consumer behaviour and the formation of the tribes within a facebook and blog environment. Studying one nationwide Restaurant Chain and three Hotel Chains,
  • Butlet us take a stepall the to 1943
  • Abraham Maslow proposed a theory to explain and prioritize needs of human beings. Maslow&apos;s hierarchy of needs is a theory in psychology, proposed by Abraham Maslow in his 1943 paper A Theory of Human Motivation, which he subsequently extended to include his observations of humans&apos; innate curiosity. It may not seem obvious, but this theory offers a powerful framework for assessing needs for human beings.
  • Facebook&apos;s success can also be explained by this need: facebook successfully enables people to connect with each other by sharing information in a simple, accessible and safe way; so it appeals to more than 100 million people. facebook is more successful than some of its alternatives, as it has built upon the initial success and has leverage it to provide more powerful and engaging ways to connect through a gamut of applications built on the facebook platform.
  • Life liberty and the pursuit of happiness
  • With thelimitation of 1,85 M FB users, 40 twitterusers and highlyundevelopedbloggingscene
  • Based on Maslow&apos;s beliefs, it is stated in the hierarchy humans need beautiful imagery or something new and aesthetically pleasing to continue towards Self-Actualization. Humans need to refresh themselves in the presence and beauty of nature while carefully absorbing and observing their surroundings to extract the beauty the world has to offer.
  • All humans have a need to be respected, to have self-esteem, self-respect, and to respect others. People need to engage themselves to gain recognition and have an activity or activities that give the person a sense of contribution, to feel accepted and self-valued, be it in a profession or hobby. Imbalances at this level can result in low self-esteem or inferiority complexes. People with low self-esteem need respect from others. They may seek fame or glory, which again depends on others. It may be noted, however, that many people with low self-esteem will not be able to improve their view of themselves simply by receiving fame, respect, and glory externally, but must first accept themselves internally. Psychological imbalances such as depression can also prevent one from obtaining self-esteem on both levels.
  • I phone is about the simplicity of access
  • Transcript of "Brand Tribalism UKAIS 2011"

    1. 1. Brand Tribalism<br />Exploration of Virtual Communities<br />UKAIS 2011 – Pasi Tuominen – University of Hertfordshire <br />
    2. 2. A part of Doctoral Thesis Managing Services Reputation<br />
    3. 3. LeadingAcademicResearch<br />
    4. 4. Definitions and keycharacteristics<br />a group of people emotionally connected by similar consumption values and usage (Cova, 1997) <br />
    5. 5. Definitions and keycharacteristics<br />social association are the most important influence on an individual’s consumption decision. (i.e. Bagozzi 2000, Cova 2002)<br />
    6. 6. Definitions and keycharacteristics<br />use the social “linking value” of products and services to create a community and express identity. (Cova, 1997) <br />
    7. 7. Definitions and keycharacteristics<br />shared consumption is the postmodern consumer’s means of creating a social link and building bridges between individuals (Cova & Salle, 2008; Simmons, 2008).<br />
    8. 8. The Need To Connect<br />…Maslow: "Love and belongingness is a basic human need.” This feeling begins with our need to connect to something/someone.<br />
    9. 9. Why Do We Connect?<br />…we connect around shared interests. Music. Film. Fashion. Business. Literature. Gaming. Photography. Sports. etc. etc. etc.<br />
    10. 10. Location Used To Be Everything<br />12 tribes of Israel<br />…tribes used to be limited to location.<br />
    11. 11. The Digital Tribe<br />…is no different from offline tribes. <br />… NO Boundaries ?<br />
    12. 12. Tribal Eco-System<br />… social networking platforms allow tribes to form devoid of boundaries with common interests.<br />
    13. 13. Social Networking<br />… is hardly a new idea. It is at the heart our democratic roots. <br />
    14. 14. Study Design<br />… 180 day netnographic data collection, analysis and comparison of blog posts, reviews, tweets and facebook conversations.<br />
    15. 15. Study Design – Hotels<br />
    16. 16. Study Design – Restaurants<br />
    17. 17. KEY FINDINGS - Distribution of FB Fans<br /><ul><li>Chain 3 hasover 42% of ”hotel followers” in Finland
    18. 18. Individual /privatehotelsattractsignificantlymorefollowers (for the remaining 68%)</li></li></ul><li>KEY FINDINGS – FB Activity<br /><ul><li> The size of hotel / hotel chainhasnotrelation to tribesize
    19. 19. The amount of Company CreatedContenthas no (orverysmall) relation to activity of the followers
    20. 20. The type of CCC hassignificantcorrelation to activity</li></li></ul><li>KEY FINDINGS – Reactions to Company CreatedContent<br /><ul><li> Hotel Chain 3 followerscreated 2.1 times the amount of content
    21. 21. Chain 3 followersreacted to Company CreatedContent 3.3 timesmoreoften
    22. 22. 65% of the reactions of Chain 1 postingswerenegative
    23. 23. Significant correlation (R² .828) was detected between the likings and chain 3’s entertainment valued stimulus.</li></li></ul><li>KEY FINDINGS – Distribution of the tribeconversationduring an averageweek<br /><ul><li> FB providesplatform for week-end ”party” planning
    24. 24. Otherplatforms for re-living and sharing the experiences
    25. 25. Dating, trends and music created Positiviveeffect
    26. 26. Products, prices etc. had a negative influence to conversation</li></li></ul><li>Conclusions – implications to management…<br />
    27. 27. … First. Shut Up & Listen<br />
    28. 28. Leading a Virtual Tribe<br />… monitoring<br />… measuring<br />… long term<br />… diversechannel / platformselection<br />… infotainment<br />… courage to fail<br />
    29. 29. Leader of a Tribe has<br />… to stand out by being the voice, emulator and human form of the idea by constantly listening then participating in as many active conversations as possible.<br />
    30. 30. Because… Tribes Buy<br /> …brands help make an impact in a tribe with tools, products and services that facilitate peoples needs, aspirations and desires.<br />
    31. 31. Selling To Tribes<br />… it is possible to win the popularity contest by being: <br /> honest. present. helpful. smart. <br />
    32. 32. Grab Your Tribe-Share<br />…When you find the tribe that understands and loves you – you will have won the popularity contest we call market share.<br />
    33. 33. Thank You ! <br />
    34. 34. pasi.tuominen@live.fi p.p.tuominen1@herts.ac.uk<br />
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