Innoloft digital ethnography presentation v3


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Deriving actionable business intelligence from social media data.

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Innoloft digital ethnography presentation v3

  1. 1. Business IntelligenceThrough Social Media
  2. 2. CapabilitiesA blend of science and business – Digital Ethnography- providing: • An intelligent view of the customer’s thoughts and values by gathering data from multi-sources • Facts businesses can analyze to shape individual and strategic design decisions • Information that you can leverage over your competitors • Patterns and areas of interest of key influencers that have a solid reach and a high amplification probability • Identification of blind spots that can adversely affect your business
  3. 3. Digital Ethnography:the study of online communities and human-technology interactions through the use of qualitative research methods.
  4. 4. EthnographyDefinition: • Ethnography is an academic, qualitative study of everyday life and practice to explain “webs of meaning” or the cultural constructions of the way we live. • Ethnographers describe the experience of living in a culture while immersed in the culture as both a participant and an observer • Explanations emerge from the data without having a model superimposed to guide the research – an insider’s point of view.
  5. 5. Digital Ethnography• Digital Ethnology is the modern, digital equivalent of traditional ethnography.• The difference between traditional & digital ethnographers o Traditional ethnographers physically immerse themselves in distinct places and their cultures o Digital ethnographers capitalise on digital technologies to extend classic ethnographic methods beyond geography and are able to document the fluidity and flexibility of participants activities in their natural environment.
  6. 6. Digital EthnographyTraditional academic discipline of ethnography meets technology: Innoloft can immerse digitally within the data derived from technology, thus revealing communities of interest
  7. 7. Digital Ethnography In the search for market insights, the pathways to information shouldinclude PCs, cell phones, Webcams, global positioning equipment, digital cameras, and a growing number of other technologies. Structured creatively for self-reporting, passive observation, and participantobservation, these media can yield facts businesses can analyze to shape individual and strategic design decisions. **Masten & Plowman, “Digital ethnography: The next wave in understanding the consumer experience, ” Design Management Journal Vol. 14, No. 2 Fusing Design, Strategy andTechnology
  8. 8. Digital Ethnography• To capture timely, relevant, and insightful data, you need to be everywhere.• With the advancements in technology, digital/social media as well as listening platforms, we are able to have an uncensored view of the participant. Therefore, viewing participant communication in an entirely holistic and organic manner• We are able to gather details in their digital format (words, images, or audio files) and determine their significance as they are played out in the context of participants’ lives and the brands they discuss.• Through intelligent use of technology, we help overcome blind spots on this information and provide information that you can leverage over your competitors
  9. 9. KloutWhat is the Klout Score? - Understanding the Influence MetricThe Klout Score is the measurement of your overall online influence.• Scores range from 1 to 100 with higher scores representing a wider and stronger sphere of influence.• Algorithm for score uses over 35 variables on Facebook and Twitter to measure True Reach, Amplification Probability, and Network Score.
  10. 10. KloutTrue Reach - the size of your engaged audience.The algorithm eliminates inactive and spam accounts, and only includes accounts that youinfluence. To do this we calculate influence for each individual relationship taking intoaccount factors such as whether an individual has shared or acted upon your content andthe likelihood that they saw it.True Reach is broken into the following subcategories:Reach Are your tweets interesting and informative enough to build an audience? How far has your content been spread across Twitter? Are people adding you to lists and are those lists being followed?Demand How many people did you have to follow to build your count of followers? How often are your follows reciprocated?Factors measured: Followers, Mutual Follows, Friends, Total Retweets, Unique Commenters, Unique Likers, Follower/FollowRatio, Followed Back %, @ Mention Count, List Count, List Followers Count.
  11. 11. KloutAmplification Probability - the likelihood that content will be acted upon.How often does a message generate retweets or spark a conversation? The ability to createcontent that compels others to respond and high-velocity content that spreads intonetworks beyond your own is a key component of influence.Amplification Ability is a composite of the following subcategories: Engagement How diverse is the group that @ messages you? Are you broadcasting or participating in conversations? Velocity How likely are you to be retweeted? Do a lot of people retweet you or is it always the same few followers? Activity Are you tweeting too little or too much for your audience? Are your tweets effective in generating new followers, retweets and @ replies?Factors measured: Unique Retweeters, Unique Messages Retweeted, Likes Per Post, Comments Per Post Follower Retweet%, Unique @ Senders, Follower Mention %, Inbound Messages Per Outbound Message, Update Count.
  12. 12. KloutNetwork Influence - the influence level of your engaged audience.Engagement is measured based on actions such asretweets, @messages, follows, lists, comments, and likes. Each time a person performs oneof these actions it is a testament to the authority and the quality of your content. Capturingthe attention of influencers is no easy task, and those who are able to do so are typicallycreating spectacular content.Network Score looks at the Klout score of each person who interacts with you to determine: How influential are the people who @ message you? How influential are the people who retweet you? How influential are the people who follow you? How influential are the people who list you? How influential are the people who follow the lists you are on?Factors measured: List inclusions, Follower/Follow Ratio, Followed Back %, Unique Senders, Unique Retweeters, UniqueCommenters, Unique Likers, Influence of Followers, Influence of Retweeters and Mentioners, Influence of Friends, Influenceof Likers and Commenters
  13. 13. Key TermsBlog - A blog is an online journal that’s updated on a regular basis with entries that appear in reversechronological order. Blogs can be about any subject. They typically contain comments by other readers, links toother sites and permalinks. Originally short for “web log.”Conversation Cloud (Tag Cloud )- A visual representation of the popularity of the tags or descriptions thatpeople are using on a blog or website. Popular tags are often shown in a large type and less popular tags insmaller type.Listening Platform - A listening platform is a software program that uses algorithms to gauge sentiment basedupon a predetermined set identifiable tags.Microblogging – The act of broadcasting short messages to other subscribers of a Web service. OnTwitter, entries are limited to 140 characters, and applications like Plurk and Jaiku take a similar approach withsharing bite-size media. Probably a more apt term for this activity is “microsharing.”Social Media - Works of user-created video, audio, text or multimedia that are published and shared in a socialenvironment, such as a blog, podcast, forum, wiki or video hosting site. More broadly, social media refers to anyonline technology that lets people publish, converse and share content online.Social Media Optimization - (SMO) is a set of practices for generating publicity through social media, onlinecommunities and social networks. The focus is on driving traffic from sources other than search engines, thoughimproved search ranking is also a benefit of successful SMO.Web Analytics - The measurement, collection, analysis and reporting of Internet data for the purpose ofunderstanding who your visitors are and optimizing your website.
  14. 14. CapabilitiesWhat We Offer: • Social Media Marketing • Blogging & Podcasting • Social Media Optimization Platforms • Engagement Strategies • Widget Development • Viral Campaigns • Mobile Marketing • Social Platform Integration • Mobile App development • Digital Analytics & Metrics • Localized Marketing • Sentiment Monitoring • Customized Dashboards • Search Engine Optimization • Email Marketing • Detailed Metrics