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Brand Tribalism UKAIS 2011

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Presentation of the the peer-reviewed conference proceeding at the UKAIS 2011 seminar, Oxford.

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Brand Tribalism UKAIS 2011

  1. 1. Brand Tribalism<br />Exploration of Virtual Communities<br />UKAIS 2011 – Pasi Tuominen – University of Hertfordshire <br />
  2. 2. A part of Doctoral Thesis Managing Services Reputation<br />
  3. 3. LeadingAcademicResearch<br />
  4. 4. Definitions and keycharacteristics<br />a group of people emotionally connected by similar consumption values and usage (Cova, 1997) <br />
  5. 5. Definitions and keycharacteristics<br />social association are the most important influence on an individual’s consumption decision. (i.e. Bagozzi 2000, Cova 2002)<br />
  6. 6. Definitions and keycharacteristics<br />use the social “linking value” of products and services to create a community and express identity. (Cova, 1997) <br />
  7. 7. Definitions and keycharacteristics<br />shared consumption is the postmodern consumer’s means of creating a social link and building bridges between individuals (Cova & Salle, 2008; Simmons, 2008).<br />
  8. 8. The Need To Connect<br />…Maslow: "Love and belongingness is a basic human need.” This feeling begins with our need to connect to something/someone.<br />
  9. 9. Why Do We Connect?<br />…we connect around shared interests. Music. Film. Fashion. Business. Literature. Gaming. Photography. Sports. etc. etc. etc.<br />
  10. 10. Location Used To Be Everything<br />12 tribes of Israel<br />…tribes used to be limited to location.<br />
  11. 11. The Digital Tribe<br />…is no different from offline tribes. <br />… NO Boundaries ?<br />
  12. 12. Tribal Eco-System<br />… social networking platforms allow tribes to form devoid of boundaries with common interests.<br />
  13. 13. Social Networking<br />… is hardly a new idea. It is at the heart our democratic roots. <br />
  14. 14. Study Design<br />… 180 day netnographic data collection, analysis and comparison of blog posts, reviews, tweets and facebook conversations.<br />
  15. 15. Study Design – Hotels<br />
  16. 16. Study Design – Restaurants<br />
  17. 17. KEY FINDINGS - Distribution of FB Fans<br /><ul><li>Chain 3 hasover 42% of ”hotel followers” in Finland
  18. 18. Individual /privatehotelsattractsignificantlymorefollowers (for the remaining 68%)</li></li></ul><li>KEY FINDINGS – FB Activity<br /><ul><li> The size of hotel / hotel chainhasnotrelation to tribesize
  19. 19. The amount of Company CreatedContenthas no (orverysmall) relation to activity of the followers
  20. 20. The type of CCC hassignificantcorrelation to activity</li></li></ul><li>KEY FINDINGS – Reactions to Company CreatedContent<br /><ul><li> Hotel Chain 3 followerscreated 2.1 times the amount of content
  21. 21. Chain 3 followersreacted to Company CreatedContent 3.3 timesmoreoften
  22. 22. 65% of the reactions of Chain 1 postingswerenegative
  23. 23. Significant correlation (R² .828) was detected between the likings and chain 3’s entertainment valued stimulus.</li></li></ul><li>KEY FINDINGS – Distribution of the tribeconversationduring an averageweek<br /><ul><li> FB providesplatform for week-end ”party” planning
  24. 24. Otherplatforms for re-living and sharing the experiences
  25. 25. Dating, trends and music created Positiviveeffect
  26. 26. Products, prices etc. had a negative influence to conversation</li></li></ul><li>Conclusions – implications to management…<br />
  27. 27. … First. Shut Up & Listen<br />
  28. 28. Leading a Virtual Tribe<br />… monitoring<br />… measuring<br />… long term<br />… diversechannel / platformselection<br />… infotainment<br />… courage to fail<br />
  29. 29. Leader of a Tribe has<br />… to stand out by being the voice, emulator and human form of the idea by constantly listening then participating in as many active conversations as possible.<br />
  30. 30. Because… Tribes Buy<br /> …brands help make an impact in a tribe with tools, products and services that facilitate peoples needs, aspirations and desires.<br />
  31. 31. Selling To Tribes<br />… it is possible to win the popularity contest by being: <br /> honest. present. helpful. smart. <br />
  32. 32. Grab Your Tribe-Share<br />…When you find the tribe that understands and loves you – you will have won the popularity contest we call market share.<br />
  33. 33. Thank You ! <br />
  34. 34. pasi.tuominen@live.fi p.p.tuominen1@herts.ac.uk<br />

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