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Nhh social media marketing research opening lecture


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Nhh social media marketing research opening lecture

  1. 1. <ul><li>Agenda: </li></ul><ul><li>Opening lecture </li></ul><ul><li>Presenting the course schedule </li></ul><ul><li>Course working principles </li></ul><ul><li> Q&A </li></ul>VOA018 – Social Media Marketing Research 31.08.11 [email_address]
  2. 2. VOA018 – Social Media Marketing Research Dr. Ingeborg Astrid Kleppe Norwegian School of Economics Fall 2011 31.08.11 [email_address] <ul><li>It’slearning - </li></ul><ul><li>Facebook group- sign up via its learning </li></ul><ul><ul><li>!/groups/182041601867940/ </li></ul></ul><ul><li> </li></ul><ul><li> </li></ul>
  3. 3. 31.08.11 [email_address]
  4. 4. 31.08.11 [email_address] “ The growth of social media ad spending over the next few years will be nothing short of explosive.…Every other site is secondary behind Facebook” Impact forecast <ul><li>Popular culture/movies: </li></ul><ul><li>The Social Network </li></ul><ul><li>Catfish </li></ul>
  5. 5. 31.08.11 [email_address] Everyone wants to be an expert on Social Media <ul><li>Very inspiring but </li></ul><ul><li>Useful? </li></ul><ul><li>Reliable? </li></ul>
  6. 6. 31.08.11 [email_address] <ul><li>The World at Your finger tips </li></ul><ul><li> </li></ul><ul><li>WOW! </li></ul><ul><ul><li>People Browser </li></ul></ul><ul><ul><li>SM2 </li></ul></ul><ul><ul><li>Google Insights </li></ul></ul><ul><ul><li>Samepoint </li></ul></ul><ul><ul><li>Social Mention </li></ul></ul>
  7. 7. Social media – Web 2.0 <ul><li>WWW </li></ul><ul><li>Internet </li></ul><ul><li>Cyberspace </li></ul><ul><li>Blogosphere </li></ul><ul><li>Online </li></ul>31.08.11 [email_address] SOCIAL MEDIA IS NOT A SINGLE UNIT OF ANALYSIS SOCIAL MEDIA IS NOT ABOUT NUMBERS SOCIAL MEDIA IS ABOUT CULTURE(S)
  8. 8. 31.08.11 [email_address] Room for all – What kind of statement is this?
  9. 9. 31.08.11 [email_address] <ul><li>Social Media: </li></ul><ul><li>Connecting people </li></ul><ul><li>Ubiquitous </li></ul><ul><li>24/7 </li></ul>
  10. 10. 31.08.11 [email_address] Ingeborg is online Ingeborg is Media Literate as she can -participate & -contribute with content
  11. 11. Media literacy + Web2.0  The Hyper-social individual 31.08.11 [email_address] Web2.0 Hyper-sociality: Social relations independent of kinship and geography at a large scale
  12. 12. 31.08.11 [email_address] Where can I find theory and methods to study Social Media?
  13. 13. 31.08.11 [email_address] Academic teaching: PhD course in SMM NHH Fall 2010 International relations and exchange NHH Schulich School of Business, Toronto Uni
  14. 14. New concepts to study roles in the marketplace <ul><li>Blurred distinctions: </li></ul><ul><ul><li>work – leisure </li></ul></ul><ul><ul><li>consumption – production </li></ul></ul><ul><ul><li>professional – amateur </li></ul></ul><ul><li>Blurred relations: </li></ul><ul><ul><li>Producer – Consumer </li></ul></ul><ul><ul><li>Employer – Worker </li></ul></ul><ul><ul><li>Editor – Audience </li></ul></ul><ul><li>New concepts </li></ul><ul><ul><li>Prosumption </li></ul></ul><ul><ul><li>Co-creation </li></ul></ul><ul><ul><li>Co-production </li></ul></ul><ul><ul><li>Wiki </li></ul></ul><ul><ul><li>DIY </li></ul></ul><ul><ul><li>Social media </li></ul></ul><ul><ul><li>The Wisdom of crowds </li></ul></ul><ul><ul><li>Crowdsourcing </li></ul></ul><ul><ul><li>Consumer tribes & communities </li></ul></ul><ul><ul><li>The Long Tail (Fall of the Hit) </li></ul></ul><ul><ul><li>Citizen marketers </li></ul></ul><ul><ul><li>Global village </li></ul></ul>31.08.11 [email_address]
  15. 15. <ul><li>June 21, 2005 </li></ul><ul><li>Dell lies. Dell sucks </li></ul><ul><li>I just got a new Dell laptop and paid a fortune for the four-year, in-home service. </li></ul><ul><li>The machine is a lemon and the service is a lie . </li></ul><ul><li>I'm having all kinds of trouble with the hardware: overheats, network doesn't work, maxes out on CPU usage. It's a lemon. </li></ul><ul><li>But what really irks me is that they say if they sent someone to my home -- which I paid for -- he wouldn't have the parts, so I might as well just send the machine in and lose it for 7-10 days -- plus the time going through this crap . So I have this new machine and paid for them to F......... FIX IT IN MY HOUSE and they don't and I lose it for two weeks. </li></ul><ul><li>DELL SUCKS. DELL LIES . Put that in your Google and smoke it, Dell. </li></ul>31.08.11 [email_address]
  16. 16. The new consumer <ul><li>“ If old consumers were assumed to be passive, the new consumers are active . If old consumers were predictable and stayed where you told them to stay, then new consumers are migratory , showing a declining loyalty to networks or media. If old consumers were isolated individuals, the new consumers are more socially connected . If the work of media consumers were once silent and invisible, the new consumers are now noisy and public .” </li></ul><ul><li>Henry (2006) Convergence Culture, Where Old and New Media Collide , New York, New York University Press </li></ul>31.08.11 [email_address]
  17. 17. 31.08.11 [email_address] Are we hyper-social ?
  18. 18. Social Networking sites and Our lives <ul><li>The number of those using social networking sites has nearly doubled since 2008 and the population of SNS users has gotten older </li></ul><ul><ul><li>Facebook dominates the SNS space in this survey: 92% of SNS users are on Facebook; 29% use MySpace, 18% used LinkedIn and 13% use Twitter. </li></ul></ul><ul><ul><li>22% people from high school </li></ul></ul><ul><ul><li>12% extended family </li></ul></ul><ul><ul><li>10% coworkers </li></ul></ul><ul><ul><li>9% college friends </li></ul></ul><ul><ul><li>8% immediate family </li></ul></ul><ul><ul><li>7% people from voluntary groups </li></ul></ul><ul><ul><li>2% neighbors </li></ul></ul><ul><ul><li>31% of Facebook friends cannot be classified into these categories </li></ul></ul><ul><ul><li>7% of Facebook friends are people users have never met in person </li></ul></ul><ul><ul><li>3% are people who have met only one time. </li></ul></ul><ul><li>Social networking sites are increasingly used to keep up with close social ties </li></ul><ul><li>Pew Internet & American Life Project: </li></ul><ul><li> </li></ul>31.08.11 [email_address]
  19. 19. <ul><li>SM technology users have bigger social networks </li></ul><ul><li>LinkedIn and Twitter users have larger overall networks </li></ul><ul><li>Mobile phone use and instant messaging users are associated with having a larger overall network </li></ul><ul><li>Overall, Americans have more close friends than they did two years ago </li></ul><ul><li>The average user of a social networking site has more close ties and is half as likely to be socially isolated as the average American </li></ul><ul><li>Facebook users have more close connections </li></ul><ul><li>The largest single group of Facebook friends consists of people from high school </li></ul>31.08.11 [email_address] ?
  20. 20. Four distinct member types in virtual communities 31.08.11 [email_address] High self-centrality of social activity Low self-centrality of social activity Adapted from Kozinets 1999, E-tribalized marketing Weak social ties to community Strong social ties to community Devotee Mingler Tourist Insider
  21. 21. The Cultural Field Behind the Screen 31.08.11 [email_address]
  22. 22. Participatory Culture <ul><li>Participatory culture is one in which ‘fans’ and other consumers are invited to actively participate in the creation and circulation of new content (Jenkins 2006: 290) </li></ul>31.08.11 [email_address]
  23. 23. 31.08.11 [email_address]   “ The nature of the beast: BMWs accelerate and handle so well and feel so secure at high speed that Bimmer owners tend to get impatient with left-lane dawdlers and slowpokes. When we go roaring past them, the fraidy-cats in their unsafe-at-any-speed junkers and massive wobbly SUVs understandably assume we have lost our minds and our ultimate driving machines are weapons aimed at mutual destruction and the unraveling of the social contract.”       “ BMW should be for people who can drive, please keep yourself in a SUV so that when you swerve to avoid me as you barge into my lane, your top heavy car will roll over like a bitch and mash your head into the exact pulp that fills the pores of your otherwise empty cranium”
  24. 24. 31.08.11 [email_address] <ul><li>Us versus Them </li></ul><ul><li>Social distinction </li></ul><ul><li>Shared identity </li></ul><ul><ul><li>Brand community </li></ul></ul>
  25. 25. 31.08.11 [email_address] “ Coffee is just another product for you too. .....I am afraid that it is not quite that simple for many of us. We take our coffee very seriously, and to have it demeaned in such a manner is a slap in the face. Coffee is much more than a tool. It is passion, it is intrigue, mystery, seduction, fear, betrayal, love, hate, and any other core human emotion that you can think of, all wrapped into one little bean. “   “ I realize part of the results may be due to my experience in pulling shots or fluke of nature or or or... I am using a Gaggia Espresso, a super Jolly Grinder, Panamanian Baru Green roasted in Franken roaster. Anyway I read [John Smith]’s opinion of trying a low to no tamp, adjusting the flow rate by a finer grind. It does work, a nice tiger fleck crema (fairly thick) consistent shot time (in the 20's) good to excellent taste. So as most things espresso are Italian I am dubbing this the [Smith](inni) method....”
  26. 26. 31.08.11 [email_address] Emotions Meanings Beliefs Expertise Self presentation Sharing
  27. 27. 31.08.11 [email_address] It is possible to fall in love with bike parts? Dazed Master of indecision   Yesterday I got a CK Iso Disc back hub in pewter with HD-shaft and Funbolts from Aspire Velotech, and my God! I have never seen a nicer gear. Actually I do not want to build a wheel from it, but would rather have it lying around so that I can cuddle with it.   Too fat for XC. Too coward for free ride.
  28. 28. 31.08.11 [email_address] Leisure as prosumption and passion
  29. 29. 31.08.11 [email_address] they're weird, misplaced, beautiful, lonely, empty of course they're proof of our human existence they'll still be there when we're gone I don't even know why I began to shoot them I guess I just love the way they seem to be all waiting, longing, for some ass ! :)
  30. 30. 31.08.11 [email_address] <ul><li>Leisure as </li></ul><ul><li>Cultural production </li></ul><ul><li>Cultural consumption </li></ul>Participatory culture: Digital Fair
  31. 31. Netnographic method © 2007 Robert Kozinets
  32. 32. <ul><li>Net=Internet </li></ul><ul><li>Etno = people, folk </li></ul><ul><li>Graph=text, pictures, film </li></ul>31.08.11 [email_address]
  33. 33. Netnography Kozinets 2010 <ul><li>An interpretive method devised specifically to investigate the consumer behaviour of cultures and communities on the Internet . </li></ul><ul><li>Netnography is an adaptation of the qualitative methods used in consumer research, cultural anthropology, and culture studies, with the expression to enabling a – contextual situated study of the consumer behaviour of virtual communities and cyberculture. </li></ul>31.08.11 [email_address]
  34. 34. Procedure for netnographic studies: <ul><li>1. Entrée : Formulation of research questions and identification of </li></ul><ul><li>appropriate online community for a for study . </li></ul>2. Data Collection : Direct copy from the computer-mediated communication of online community members and observations of the community and its members, interactions and meanings. 3. Analysis and Interpretation : Classification, coding analysis and contextualization of communicative acts. 4. Research Ethics : Public versus private space, anonymity. 5. Member Checks : Presentations of some or all final research report’s findings to the people who have been studied in order to solicit their comments. 31.08.11 [email_address]
  35. 35. Research Ethics <ul><li>Are the online sites used to be considered private or public? </li></ul><ul><li>What constitute informed consent in cyberspace? </li></ul>31.08.11 [email_address]
  36. 36. This is your opportunity to be a creative researcher on consumer cultures in social media  31.08.11 [email_address]