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What is social media research (Netnography + insight communities)
 

What is social media research (Netnography + insight communities)

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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

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  • Well made presenation.thank you for sharing it
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  • Thank you for these slides. But why 'of highly-involved consumers' (only), page 22? Those seemingly 'involved consumers' are the likeliest to either be fake ('CMs') or express themselves a biased way. To drop the representativeness criterion would be a dramatically high price to pay — classical ethnography doesn't pay that price. And we needn't to. 'Real life' is key, as you slide 25 puts it. I think the best netnography is generally the most representative one — granted that 'involved consumers' are one of the target you may wish to represent, depending on the topic.
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  • I had a chance to give a small presentation about netnography in R.Kozinets' MBA class this week. I would just like to share my slides here too. http://www.slideshare.net/elpinchito/netnography-overview-and-how-to-schulich-school-of-business-mba-class-social-media-marketing-by-robert-kozinets
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    What is social media research (Netnography + insight communities) What is social media research (Netnography + insight communities) Presentation Transcript

      • Consumer research through
      • social media
      • Mashup of various slideshares
      • Mashup of various slideshares =
      • Research 3.0 by FACE
      • http://www.slideshare.net/Facegroup/research-30
      • Netnography - Insights2.0 derived from Online
      • Communities
      • http://www.slideshare.net/netnoblography/netnography-insights20-derived-from-onlinecommunities
      • Introduction to social media for qualitative research
      • http://www.slideshare.net/abc3d/introduction-to-social-media-for-qualitative-research
      • Introduction to social media research
      • Netnography big principles
    • 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
    • Social media is the door to consumers…
    • We can listen to what they say quantitatively, but also dive into their world in a qualitative way. netnography
    • But consumers are sharing so much on the net, their experience, their needs..even solutions…can we not only listen but also interact with them ?
    • From insights gathering throught observation to ideas as effective solutions issued from co creation
    • The role of research institutes is evolving…from « voicing up » to « helping the connexion between brands and consumers»
    • They are becoming more a connector between consumers and brands, and between brands and agencies.
    • In order to observe consumers in their natural environment or interact with them to gather insights or co create Netnography insight community co creation
    • It depends on the brand project advancement… Netnography insight community co creation
    • The research institutes can adapt the level of interactivity with them … Co creation observation crowdsourcing
      • Introduction to social media research
      • Netnography big principles
    • Netnography is nothing new….
    • The same approach for foreign cultures as well as offline behavior, and digital behaviour ?
    • Netnography is = (net) ethnography…but not only….
    • Netnography appears with people self expression of the net
    • But netnography is not just « content analysis »
    • Netnography is also about observing people in their natural context…
    • How can we define netnography ?
    • 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 =
      • Desk research
      • Expert interviews
      • 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.