What is social media research (Netnography + insight communities)

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.

http://paper.li	116
http://www.levidepoches.fr	115
http://www.scoop.it	26
http://us-w1.rockmelt.com	13
http://www.linkedin.com	10
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http://levidepoches.blogs.com	3
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What is social media research (Netnography + insight communities)

by jérémy DUMONT on Jul 29, 2011

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What is social media research (Netnography + insight communities) — Presentation Transcript