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Stefania Gogna   New MR Conference - 2012 Stefania Gogna New MR Conference - 2012 Presentation Transcript

  • A  Presenta*on  from   The  Fes*val  of  NewMR  –  Main  Stage   5  December  2012  The challenges and opportunities of Social Media: combining semiotic models with statistical multivariate analysis   Stefania  Gogna   Logos.S   All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material   For  more  informa:on  about  NewMR  events  visit  NewMR.org   Stefania Gogna, Logos.S, Italy Festival of NewMR 2012 - Main Stage – Session 4
  • Towards an engineering research The challenges and opportunities of Social Media: combining semiotic models with statistical multivariate analysisStefania Gogna & Cristina Laura Masetti Semiotician, Marketing Researcher Intercultural Communication Account Logos.S Independent Researchers’ Group on Semiotics and Marketing Research Milan, Italy Stefania Gogna, Logos.S, Italy Festival of NewMR 2012 - Main Stage – Session 4
  • AgendaA.  Preliminary questions about new mediaB.  A new methodologyC.  Case study no. 1 - Signals and codes of Innovation inside the Hypermarkets’ worldD.  Case study no. 2 - The communication style of Italian Priests on FacebookE.  New opportunities - The adv construction Stefania Gogna, Logos.S, Italy Festival of NewMR 2012 - Main Stage – Session 4
  • A. Some hard questionsIf we collect data from websites, blogs, forums, twitter(verbal texts, what consumers are saying about e.g. aproduct) … ü How do we look at them? ü How do we conduct our analysis? ü How can we go beyond sentiment analysis (positive neutral negative) ? ü Are traditional methods of analysis sufficient? Yes, they are but ... New media need new techniques and methods of analysis Stefania Gogna, Logos.S, Italy Festival of NewMR 2012 - Main Stage – Session 4
  • B. New media New methodology A pertinent methodology: combining semiotics and cultural analysis with lexicographic software Stefania Gogna, Logos.S, Italy Festival of NewMR 2012 - Main Stage – Session 4
  • What is a text scope and how it works:two logics and two action strategies •  The logic of microscope: •  The fisher’s strategy –  Analysing the specific –  Analysing the global text, elements of the text without any variable … Let’s –  Focus on details see what comes out and which other hypothesis we can put forward •  The photographer’s strategy •  The logic of telescope : –  We have a sufficient number –  Having an overall vision of the of hypothesis but we need to text understand a specific phenomenon Stefania Gogna, Logos.S, Italy Festival of NewMR 2012 - Main Stage – Session 4
  • C. CASE STUDY no. 1 Stefania Gogna, Logos.S, Italy Festival of NewMR 2012 - Main Stage – Session 4
  • CASE STUDY no. 1 – Inside the blog We opened a two-week blog: 1st week Auchan’s Clients 2nd week Carrefour Planet’s Clients Main objective: What makes these new forms of Hypermarkets patterns of Innovation? Stefania Gogna, Logos.S, Italy Festival of NewMR 2012 - Main Stage – Session 4
  • CASE STUDY no. 1 Telescope logic: to have an overall vision- Fisher’s strategy: to look for new hypothesis Current – What I see Innovation – What I see /Drivers of change CLUSTER 1 – THE PLACE CLUSTER 2 – THE CHAOTIC SPACE CLUSTER 3 – I’M FREE - I LIKE SHOPPING CLUSTER 4 – I AM FORCED – I DON’T LIKE BUYING The logic of Quantity The logic of Quality Stefania Gogna, Logos.S, Italy Festival of NewMR 2012 - Main Stage – Session 4
  • Specificity Analysis: Carrefour Planet THE LOGIC OF MICROSCOPE: FOCUS ON DETAILS THE PHOTOGRAPHER’S STRATEGY: Vs UNDERSTANDING A SPECIFIC PHENOMENA Auchan To check which lexical units (words, lemmas or categories) are typical or exclusive in a text Organisation Discount Stefania Gogna, Logos.S, Italy Festival of NewMR 2012 - Main Stage – Session 4
  • Word Association: Innovation THE LOGIC OF MICROSCOPE: FOCUS ON DETAILS THE PHOTOGRAPHER’S STRATEGY: Vs. UNDERSTANDING A SPECIFIC PHENOMENA Dated To check how co-occurrence relationships determine the local meaning of selected words Innova:on   Dated  /  Residual   Stefania Gogna, Logos.S, Italy Festival of NewMR 2012 - Main Stage – Session 4
  • Why People LoveCARREFOUR PLANET Carrefour Planet … reproduces the feeling of shop Stefania Gogna, Logos.S, Italy Festival of NewMR 2012 - Main Stage – Session 4
  • The  most  representa*ve  words  of  each  cluster  The brand positioning   Actual  –  What  I  see   Innova:on  –  What  I  see  becoming   CLUSTER  1  –  THE   CLUSTER  2  –  THE   PLACE  –  but  ...   CHAOTIC  SPACE   s*ll  DISCOUNT   –  TO  BUY   CLUSTER  4  –  I  AM     FORCED  –  I  DON’T  LIKE   BUYING  -­‐  IPERCOOP   CLUSTER  3  –  I’M   FREE  -­‐  I  LIKE   SHOPPING  -­‐   CARREFOUR   The  logic  of  Quan:ty   The  logic  of  Quality   Stefania Gogna, Logos.S, Italy Festival of NewMR 2012 - Main Stage – Session 4
  • D. CASE STUDY no. 2 A NICE CASE STUDY … ITALIAN BISHOPS’ CONFERENCE (CEI) THE COMMUNICATION STYLE OF ITALIAN PRIESTS ON FACEBOOK Stefania Gogna, Logos.S, Italy Festival of NewMR 2012 - Main Stage – Session 4
  • The most representative words inside the Priest’s and Sisters’discourses (within the topics): Naming the areas of the map: understandingthe communication styles Catholic life – Wanting to beInnovation - Technological life Tradition - Parish lifeFacebook : to spread Facebook : to socializeInformation and communicate Catholic rituals – Having to be Stefania Gogna, Logos.S, Italy Festival of NewMR 2012 - Main Stage – Session 4
  • E. New opportunities: the adv construction We collected textual data inside websites, forum, blogs ... data taken from teen agers’ speeches. That was a cultural study. Then ... We composed the corpus to be analyzed by lexicography software and semiotics So ... We were able to identify new concepts and give insights through which the Art Director of the Adv Company constructed the new adv campaign for a Leading Italian Fashion Company Stefania Gogna, Logos.S, Italy Festival of NewMR 2012 - Main Stage – Session 4
  • Thank you Stefania Gogna Logos.SIndependent Researchers’ Group on Semiotics and Marketing Research Milan, Italy Stefania Gogna, Logos.S, Italy Festival of NewMR 2012 - Main Stage – Session 4
  • Q&AAndrew  Jeavons   Stefania  Gogna  Survey  Analy:cs   Logos.S     Stefania Gogna, Logos.S, Italy Festival of NewMR 2012 - Main Stage – Session 4
  • Stefania GognaRead  Stefania’s  blog  @  hLp://stefaniagog.blogspot.it/  Follow  Stefania’s  tweets  at  @  hLp://twiLer.com/stefaniagog    Connect  with  Stefania  on  LinkedIn  @  hLp://it.linkedin.com/in/stefaniagogna  Contact  @  stefania.gogna@logoss.it   Stefania Gogna, Logos.S, Italy Festival of NewMR 2012 - Main Stage – Session 4