NETNOGRAPHY:OVERVIEW & HOW-TOAnferny Chen & Hiro Sudo   Feb 2012
We will help you understand…AGENDA            What is ‘netnography’            How great it is            How it works ...
What is ‘netnography’ Internet + EthnographyEthnography• Understand culture of   a community• Qualitative method• Field st...
How does Ethnography work?Planning      Where to go?       How long?                                Learn culture/ Entrée ...
Ethnography for Marketing Research   Knowing consumer culture provides insights about…•    Why people buy (Needs)•    How...
Ethnography vs Well-known methods Well-known methods         Ethnography    Artificial                Natural    Outsid...
Netnography: Online Ethnography   Technology makes ethnography…•    More cost-effective•    Less painstaking (automatical...
How does it work?PlanningEntréeData CollectionAnalysisReporting
Planning        Entrée       Data       Analysis    Reporting                           CollectionExample Case: Listerine...
Planning    Entrée      Data       Analysis   Reporting                          Collection   You need to…•    Know the c...
Entrée Failure (to an activist group)           A young researcher R.K.:           I am a professor at XX University…inter...
Entrée Failure (to an activist group)           A young researcher R.K.:           I am a professor at XX University…inter...
Planning         Entrée           Data             Analysis           Reporting                                  Collectio...
Planning                 Entrée             Data             Analysis           Reporting                                 ...
Planning                 Entrée             Data             Analysis           Reporting                                 ...
Planning            Entrée             Data             Analysis           Reporting                                      ...
Planning       Entrée        Data       Analysis     Reporting                               CollectionFieldnote Example: ...
Planning     Entrée       Data       Analysis     Reporting                        Collection   You need to…•    Clarify ...
Ethical Concern   You need to…•    Be respectful (introduce yourself, ask permission)•    Be legal (terms of use, human r...
The Netnography Experience   Objective: Examine if the SMM Facebook page is    enhancing peer-learning   Audiences: Onli...
Communities Background   IMBA’12: Small          SMM: Mixed of            GBC: Largecommunity provides          small & la...
SMM FB Activities: Jan 18th to Feb 8th16141210 8                                          Posts                           ...
IMBA’12   Reply rate: 85%                    Total # of members: 45   Reply-to-post ratio: 5.07    Devotee: 3 out of 5 ...
GBC• Reply rate: 25%                   • Total # of members: 682• Reply-to-post ratio: 2.22         • % of one-time poster...
SMM• Reply rate: 49%                   • Total # of members: 346• Reply-to-post ratio: 1.42         • % of one-time poster...
Highlights * 85% reply rate       * 49% reply rate       * 25% reply rate* 5.07 R/OP ratio       * 1.42 R/OP ratio      * ...
Next Step   “There are lies, damn lies and statistics”   Questionnaires for qualitative analysis     Q1. Motivation for...
Sample Archival Data Analysis (SMM)   Our guest today mentioned Don Tapscott - CBC Radio 1 has    broadcast 3 of a 4 part...
Sample Elicited Data Analysis (SMM)   A1 (motivation to post). I like to voice my opinion and engage    in a debate with ...
The Result?   To Be Continued!
ConclusionResearch Experience•  Being an anonymous is challenging for conducting   netnography research (lack of responce)...
ContributorsSocial Media Marketing   GBC & IMBA                             Alex Athanasopoulos    Sai Ra                 ...
QUESTIONS??Thank you very much for listening
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Netnography: Overview and How to (Schulich School of Business, MBA class, Social Media Marketing by Robert Kozinets) + The Presentation Video on Slide 35

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This is a slide deck used for 'Netnography: Overview & How-to' presentation on Feb. 15, 2012. The presentation (watch the YouTube video below) was a part of the class assignments for "Social Media Marketing" class taught by Robert Kozinets at Schulich School of Business, York University. In this presentation, topics such as why netnography is useful for marketing research and what the researchers have to keep in mind are explored with some specific examples.
The video on the first slide is a teaser for this presentation.

The link to the recorded presentation: https://www.youtube.com/watch?v=UWApBu2ERTU&context=C31c1b83ADOEgsToPDskJO-DQt8ZUtzIA-tdvMiOHd

Published in: Education, Technology, Business
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  • Thank you very much for favoriting my slides. Please feel free to leave a message here. You can write in Spanish too if you would like to.
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  • @capellagrl Thank you for commenting. Yes, the ethical issue is one of the most important concerns when it comes to implementation. This is discussed in-depth on LinkedIn in the group called 'Ethnography and Other Consumer Research Methodologies'(see the link below). Please take a look whenever you have time:) Thank you again for your kind comment!
    http://www.linkedin.com/groups?gid=159077&trk=myg_ugrp_ovr
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  • Hi,
    I enjoyed your presentation and I hope this helps get the word out for Netnography. I had to get permission from my Dean of Research Methods in order to use it for my dissertation, just glad they were open to it.
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  • The footage of the presentation was added to Slide 35. Or you can watch it here: http://www.youtube.com/watch?v=UWApBu2ERTU&feature=g-all-lik&context=G2406cc9FAAAAAAAAAAA
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  • @satsuvan thank you very much for the great comment. yes, as you say, the term is not well-known. i think we have to spread the word in a less academic way and this is why i made the video on the first slide! democratization!!
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Netnography: Overview and How to (Schulich School of Business, MBA class, Social Media Marketing by Robert Kozinets) + The Presentation Video on Slide 35

  1. 1. NETNOGRAPHY:OVERVIEW & HOW-TOAnferny Chen & Hiro Sudo Feb 2012
  2. 2. We will help you understand…AGENDA  What is ‘netnography’  How great it is  How it works  Our first netnography experience  Takeaways
  3. 3. What is ‘netnography’ Internet + EthnographyEthnography• Understand culture of a community• Qualitative method• Field study (Wikipedia)
  4. 4. How does Ethnography work?Planning Where to go? How long? Learn culture/ Entrée Know the players rituals Data Observation Interview/Collection QuestionnaireAnalysis Skills ExperienceReporting Academic Conference
  5. 5. Ethnography for Marketing Research Knowing consumer culture provides insights about…• Why people buy (Needs)• How people like us (Brand perception)• Who customers are (Segments)• Why people choose us (Competition)• How people respond to our ads (ROI) Great hints for better managerial decisions
  6. 6. Ethnography vs Well-known methods Well-known methods Ethnography  Artificial  Natural  Outsider observation  Immersive  Mostly numeric data  Descriptive  1 perspective/time  Multi-method  AdaptableA window into the realities: In-depth insight
  7. 7. Netnography: Online Ethnography Technology makes ethnography…• More cost-effective• Less painstaking (automatically logged)• Less obtrusive (more natural)• Less time-consuming (geography)• Accessible to various groups• Able to observe the past
  8. 8. How does it work?PlanningEntréeData CollectionAnalysisReporting
  9. 9. Planning Entrée Data Analysis Reporting CollectionExample Case: Listerine Objective : Identify Listerine’s brand personality Key Question : Where Listerine consumers gather? What brand meanings has? Target Group : Blogs such as Lost in Laundry
  10. 10. Planning Entrée Data Analysis Reporting Collection You need to…• Know the culture of the community• Behave as a community member• Be accepted/credited by the community Don’t forget that…• This is not an interrogation• Someone might have done the same research• The community knows much more than you do
  11. 11. Entrée Failure (to an activist group) A young researcher R.K.: I am a professor at XX University…interested in finding out more about individual’s involvement in boycotts… This might help make your activities maximally effective… Thank you very much for your participation in this ‘cyber-interview’ Sincerely,A member:This is fishy!! Everyone, let’s“BOYCOTT THIS RESEARCH”!!!!!
  12. 12. Entrée Failure (to an activist group) A young researcher R.K.: I am a professor at XX University…interested in finding out more about individual’s involvement in boycotts… This might help make your activities maximally effective… Thank you very much for My force was not strong your participation in this ‘cyber-interview’ Sincerely, enough…A member:This is fishy!! Everyone, let’s“BOYCOTT THIS RESEARCH”!!!!!
  13. 13. Planning Entrée Data Analysis Reporting Collection  Communication with members, not the website • Copy from pre-existing communicationsArchival • Cultural baseline info Data • Copy & Paste or Archival Software e.g. Quotations • Filter data by direct communications Elicited • Objective-related info, Data • Communal Interaction (postings) or Interviews (e-mail) e.g. Answer to specific questions • Record what you sensed/felt during the online experienceFieldnote • Deeper insight into the culture, Data • Note-taking e.g. Context (shocked by an event)
  14. 14. Planning Entrée Data Analysis Reporting CollectionArchival Data Example: Listerine “Generally, the idea of Listerine gives me the shivers. I think of the old school original flavor that my grandpa used to use and want to run screaming.” “Grandpa always made me gargle with Listerine when I had a little cough or cold. Grandpa soaked his feet in Listerine. Coming up close for a hug, my Grandpa would always have the slight lingering scent of Listerine about him. ” • The brand is rooted in nostalgia • Implications about limitations and opportunities (such as new geriatric lines).
  15. 15. Planning Entrée Data Analysis Reporting CollectionArchival Data Example: Listerine “Generally, the idea of Listerine gives me the shivers. I think of the old school original flavor that my grandpa used to use and want to run screaming.” “Grandpa always made me gargle with Listerine when I had a little cough or cold. Grandpa soaked his feet in Listerine. Coming up close for a hug, my Grandpa would always have the slight lingering scent of Listerine about him. ” • The brand is rooted in nostalgia • Implications about limitations and opportunities (such as new geriatric lines).
  16. 16. Planning Entrée Data Analysis Reporting CollectionElicited Data Example: Why people like Star trek• Star Trek “was the symbol of a world where there was no racism, poverty, deformity, idiotic nationalism, or political injustice … we fen [plural for fan] have put much of our energy into it, and into making the world a little more like the Federation which we admire so much” (e‐mail interview).• “At its simplest, what Star Trek means to me—and, I think, to many fans—is possibility. … People do want to live in the Trek universe” (e‐mail interview). • Utopian nature is the reason • “Fen” implies established culture of this community
  17. 17. Planning Entrée Data Analysis Reporting CollectionFieldnote Example: coffee connoisseur community• ”…I kept observational fieldnotes about my changing coffee habits, about conversations and meals at friends’ and families’ homes, about my shopping ventures, about my trips to Starbucks…”• “Data about the effect that the community had on my entire social experience…” Rob Kozinets • Now you know the needs & wants of the target segment • You became a part of it
  18. 18. Planning Entrée Data Analysis Reporting Collection You need to…• Clarify strategic implications• Assume managers don’t understand jargons• Be convincing with solid evidence & logics
  19. 19. Ethical Concern You need to…• Be respectful (introduce yourself, ask permission)• Be legal (terms of use, human rights)
  20. 20. The Netnography Experience Objective: Examine if the SMM Facebook page is enhancing peer-learning Audiences: Online communities at Schulich, IMBA’12, GBC and SMM Time Frame: Jan 18th to Feb 8th Approaches:  Quantitative: Gathering the posts and replies info  Qualitative: Surveying the identified candidates to explore the depth of analysis and potential recommendation
  21. 21. Communities Background IMBA’12: Small SMM: Mixed of GBC: Largecommunity provides small & large community servesinteractive activities community that aims for information & outside of class to provide students interaction interactive learning Schulich Communities
  22. 22. SMM FB Activities: Jan 18th to Feb 8th16141210 8 Posts Replies 6 4 2 0
  23. 23. IMBA’12 Reply rate: 85%  Total # of members: 45 Reply-to-post ratio: 5.07 Devotee: 3 out of 5 Insider: 0 out of 5 identified identified E-Tribal Tourist: 73% Mingler: 2 out of 5 identified
  24. 24. GBC• Reply rate: 25% • Total # of members: 682• Reply-to-post ratio: 2.22 • % of one-time posters: 79% Devotee: 2 out of 6 Insider: 0 out of 6 identified identified E-Tribal Tourist: 94% Mingler: 4 out of 6 identified
  25. 25. SMM• Reply rate: 49% • Total # of members: 346• Reply-to-post ratio: 1.42 • % of one-time posters: 60% Devotee: 3 out of 6 Insider: 1 out of 6 identified identified E-Tribal Tourist: 87% Mingler: 2 out of 6 identified
  26. 26. Highlights * 85% reply rate * 49% reply rate * 25% reply rate* 5.07 R/OP ratio * 1.42 R/OP ratio * 2.22 R/OP ratio* A space for class * A learning space or * Information space and fun activities reporting duty? with sub-group activities Schulich Communities
  27. 27. Next Step “There are lies, damn lies and statistics” Questionnaires for qualitative analysis  Q1. Motivation for posting/ replying  Q2. What kind of contents you are likely to post or reply to  Q3. What would motivate you to post/reply more.
  28. 28. Sample Archival Data Analysis (SMM) Our guest today mentioned Don Tapscott - CBC Radio 1 has broadcast 3 of a 4 part series, with the 4th next Sunday. All available as podcasts Linking the in-class activity with external resource. This post provides the additional learning opportunity and resource for other students
  29. 29. Sample Elicited Data Analysis (SMM) A1 (motivation to post). I like to voice my opinion and engage in a debate with my peers on certain topics. Plus we also receive class participation marks for posting. A2 (content). I like to reply to controversial topics the most. A3 (motivation to post more). If more of my classmates replied to my posts to further debate. And if some of the topics posted were more controversial. Controversial topic gets people interacting. Class-participation mark is the incentive but getting more people involved would generate the true motivation the peer-learning and interaction.
  30. 30. The Result? To Be Continued!
  31. 31. ConclusionResearch Experience• Being an anonymous is challenging for conducting netnography research (lack of responce)• Selection process (for identifying targets) takes time• Need guidance and tools to stay objectiveLearning Experience• The mixed use of qualitative vs quantitative: one gets the direction and another helps exploring the depth• It’s fun and the observation is extensive, because there are different angles to take and response extends the learning
  32. 32. ContributorsSocial Media Marketing GBC & IMBA Alex Athanasopoulos Sai Ra   Sudeep Garg Farhang Alyssa Fearon   Suzanne Pragg Charmainne King   Norman Wong Alex Wolf Pratysh D  Shaun Charles  Yvonne Chang Satyameet Ahuja  Sandeep Nath  Meggie Lee And many others  Derek Lud  Brian Inigues
  33. 33. QUESTIONS??Thank you very much for listening

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