Facebook Netnography:   a lesson learned        Sarah Sloan      Griffith University                            1
2
3
4
Facebook is a social space &   we are the intruders                               5
What I wanted to know          Firm   User          User                        6
Method Online                 NetnographyEthnography                               7
Entrée Process    Lurking the Page  Like the Facebook Page    Comment on posts    Create own Posts                        ...
Lurking the PageLike the Facebook Page  Comment on posts  Create own Posts                         9
Lurking the PageLike the Facebook Page  Comment on posts  Create own Posts                         10
Lurking the PageLike the Facebook Page  Comment on posts  Create own Posts                         11
Lurking the PageLike the Facebook Page  Comment on posts  Create own Posts                         12
Facebook         Insights        Data                     TextualField                     Data inNotes                   ...
Facebook         Insights        Data                     TextualField                     Data inNotes                   ...
Before March 30, 2012   After March 30, 2012                                               15
What does this mean for the data?           Before March 30, 2012                                    16
What does this mean for the data?           After March 30, 2012                                    17
Did this impact results?                 Enough data                 was collected                   to draw              ...
A lesson learned!Full details of this study can befound on my poster in the foyer          Questions?                     ...
Sarah Sloans.sloan@griffith.edu.au    Griffith University                          20
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Experiences with Netnography data collection

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The slides from my recent conference presentation "Facebook Netnography: a lesson learned". You are welcome to contact me at s.sloan[at]griffith.edu.au to discuss.

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  • Who here is on Facebook?
  • Great, you are like the 955 million people worldwide that are active users.
  • Keep your hand up if you have liked at least ONE brand owned Facebook “Page”Great: you are a showing your affinity for the brand in doing so.
  • Finally, keep your hand up if you regularly revisit these pages and interact with the brand or other consumers.You are the engaged people I was interested in investigating. Consumers are using these Facebook pages as avenues to communicate with the brand and other consumers. However, they are increasingly choosing to do this in a brand oriented space such as the Facebook page.
  • Advances in technology have shifted the dynamic in branding, and have created opportunities in which consumers can gain access to and influence the brand. As the future of marketing is increasingly being driven by technological advances, it is imperative for us as marketers to keep on top of consumer trends. Social media has achieved phenomenal rates of uptake over the last decade. At the same time, brands are following suit, determined to be where the consumers are. There are now large numbers of Facebook Pages dedicated to brands.  SLIDEFacebook is still a new arena. Consumers have gained a lot of control. Facebook is a social platform, as we have to realise that as marketers and brands, we are intruding into their social space. With the choice for brands to participate in social media lies the responsibility to understand what is occurring online from both a customer and brand point of view.
  • Often consumers will join a brand owned Facebook page to congregate, socialise and share experiences related to the brand. As consumers begin to actively communicate with each other in a social manner, they can be regarded as being part of an online brand community. I looked to investigate the role of the firm on these customer-to-customer communications, in such communities. I focused specifically on word of mouth, knowledge sharing and reciprocation.
  • I utilised netnography – online ethnography – which was pioneered by Robert Kozinets as a new qualitative method, devised specifically to investigate the consumer behaviour of cultures and communities present on the Internet. Essentially, netnography is the application of ethnographic methods to an online context. Though netnography has been in use since the late 1990s in the fields of consumer behaviour and marketing in an online context, it is now beginning to be used to investigate Facebook.
  • Netnography, like ethnography in cultural anthropology and cultural studies, strongly emphasises full participation in the culture being studied, as a recognised cultural member. This therefore would involve the acceptance into, and participation in the group, beginning with a cultural entrée. In this case, entrée into the community was fairly easy because the group best suited to answer the research question was easily identified and located on the Internet. The entrée process evolved through the following four fairly distinct activities:
  • I had previously taken a cruise with P&O Australia, and had previously “lurked” on the P&O Australia Page, so I was already familiar with the Facebook Pages. They already had some knowledge of the Facebook Page, the community and its interests.
  • Though already familiar with the Page, full integration into such a community takes time. The gradual process that was taken, from lurking the Page, joining the Page, responding to other peoples posts and creating original posts, took 14 months.
  • On 30th march, facebook pages changed. According to the backlash afterwards, not for the better.
  • Experiences with Netnography data collection

    1. 1. Facebook Netnography: a lesson learned Sarah Sloan Griffith University 1
    2. 2. 2
    3. 3. 3
    4. 4. 4
    5. 5. Facebook is a social space & we are the intruders 5
    6. 6. What I wanted to know Firm User User 6
    7. 7. Method Online NetnographyEthnography 7
    8. 8. Entrée Process Lurking the Page Like the Facebook Page Comment on posts Create own Posts 8
    9. 9. Lurking the PageLike the Facebook Page Comment on posts Create own Posts 9
    10. 10. Lurking the PageLike the Facebook Page Comment on posts Create own Posts 10
    11. 11. Lurking the PageLike the Facebook Page Comment on posts Create own Posts 11
    12. 12. Lurking the PageLike the Facebook Page Comment on posts Create own Posts 12
    13. 13. Facebook Insights Data TextualField Data inNotes PDF form 13
    14. 14. Facebook Insights Data TextualField Data inNotes PDF form 14
    15. 15. Before March 30, 2012 After March 30, 2012 15
    16. 16. What does this mean for the data? Before March 30, 2012 16
    17. 17. What does this mean for the data? After March 30, 2012 17
    18. 18. Did this impact results? Enough data was collected to draw conclusions Partially More data would have made the findings more reliable 18
    19. 19. A lesson learned!Full details of this study can befound on my poster in the foyer Questions? 19
    20. 20. Sarah Sloans.sloan@griffith.edu.au Griffith University 20

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