Brands not only need to reach their consumers, they need to engage them into meaningfull relationships at each touch points.Brands are not central to their interactions, people interact with other
Brands not only need to reach their consumers, they need to engage them into meaningfull relationships at each touch points.Brands are not central to their interactions, people interact with other people to share their experiences
Netnography doesn’t exist as a discipline, it’s a mix of disciplines.
It doesn’t pretend to be a science, it’s just an explorative methodology
It allows us to see the world throught the eyes of consumers…to gather real life insights.
But not just regular insights, it allows to go deeper into the life of consumers to understand the « why »
To uncover insights opening up solutions, ways the brand can help people do something (involving the brand/product)
Interdisciplinary teams need to be involved as we are at the cross roads of analysis and creativity
The only way the team can work together is by being « user centric » not just « data centric » or « idea centric »
This is the overall process of a netnography (5 steps)
Step 1 = research definition (who do we want to gather in our community ?)
We need to get an understanding
of who the consumers are,
where they are on the net, how many they are, and if they are gathered into « open » communities before defining the scope of the study =
Monitoring of key words
In this phase we shall identify the various targets we will gather, dress up their profile (before tagging them in the next phase).
Step 2 = community selection and gathering into a listening plateform We will gather highly involved consumers we identify through extensive social web monitoring based on key words. We will only add sources we have validated and which correspond to the voice of a consumer, not a media / a professional blogger). We will tagg the sources with relevant informations that will structure the analysis.
Step 3 = community observation Everyday, the observer will fine tune the community clusters and the topic clouds, and categorize the content he will then extract for analysis. He can also set up some specific filters to access more relevant content.
Step 4 = data analysis to extract insights. Data analysis.
Step 5 = get a deeper understanding of the issues raised behind these insights, and the ideas they mentioned
3 outputs = personas + scenarios + proposition.