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The online personal networks of foodbloggers: the rise of amateur professionalism in time of economic crisis

"Personal networks in times of economic hardship and political discontent"
Autonomous University of Barcelona (UAB), July 11-13, 2012

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The online personal networks of foodbloggers: the rise of amateur professionalism in time of economic crisis

  1. 1. THE ONLINE EGO-NETWORK OF FOODBLOGGERS: THE RISE OF AMATEUR PROFESSIONALISM IN TIMES OF ECONOMIC CRISIS Ivana Pais (ivana.pais@unicatt.it) Universita’ Cattolica del Sacro Cuore, Milan Cecilia Manzo (cecilia.manzo@unifi.it) Universita’ di Firenze Riccardo De Vita (r.devita@gre.ac.uk) University of Greenwich Business School, LondonThe online ego-network of foodbloggers
  2. 2. Agenda •  Theoretical framework •  The research project •  Methodology •  The food industry: first results •  Conclusions •  Q&AsThe online ego-network of foodbloggers
  3. 3. Theoretical framework Sociology  of   professional   groups   Sociology   Social   of  social   network   media   analysis  The online ego-network of foodbloggers
  4. 4. The research project •  Sociology of professional groups o  High occupational mobility o  Expansion of knowledge-based work and hybrid professional groups à The emergence of pro-am •  Sociology of social media o  Social network sites as intentional organizations vs appropriable social organisations o  The boundaries between private and public sphere are collapsing; diffusion of reputational systems à Social media as a new “working space” and a new setting for studying professional groups •  Social network analysis o  Emphasis on online large networks and overall network structures o  Difficulty of collecting data (in particular about professional) and limited presence of mixed-method approaches à Collection and analysis of data already available online, deep analysis of limited number of selected actors and integration of different research techniquesThe online ego-network of foodbloggers
  5. 5. The research project Research Questions Our study aim to analysis the role of online ego-network in professional life. o  RQ1 - What are the individual characteristics and the motivations of professionals who use SNSs? o  RQ2 – What are the characteristics of the online ego-network? o  RQ3 – What are the differences between ego-network on different social network sites? o  RQ4 -What are the differences between online and offline ego- network? o  RQ5 - What are the differences between professional groups online?The online ego-network of foodbloggers
  6. 6. The research project Research objectives Characteristics of prominent Background, actors online motivations, use of social media Overall network structure (different approaches) Online Professional networks of group prominent actors Ego-network analysis on different SNSThe online ego-network of foodbloggers
  7. 7. The research project The research team •  Scientific partners o  Università Cattolica del Sacro Cuore o  University of Greenwich •  Media: o  Gummy Industries o  La Nuvola del Lavoro (Corriere.it) o  Trovolavoro.it (Rcs) •  Data management and IT: o  Basili.co o  Reputation ManagerThe online ego-network of foodbloggers
  8. 8. The research project Communication and mediaThe online ego-network of foodbloggers
  9. 9. Methodology The empirical setting/professional groups Formal Construction Law/Legal professional groups Engineers - TBC professions Informal professional Food Finance groups Product ServiceThe online ego-network of foodbloggers
  10. 10. Methodology The data collection process Define" Search" Rank" Social Network Online F2F interview" Questionnaire" Analysis"The online ego-network of foodbloggers
  11. 11. Methodology The identification of online prominent actors Social Networks Linkedin Twitter Facebook Connections ContentsThe online ego-network of foodbloggers
  12. 12. Methodology The online questionnaire •  Personal background •  Professional activity •  Use of the web •  Online networks •  Objectives and achievements through the use of social media •  Reputation in the professional groupThe online ego-network of foodbloggers
  13. 13. Methodology The Ego-network data collection •  Online ego-networks collected through an online application o  Facebook o  Twitter o  Linkedin •  Ego to alter connections and alter to alter connections •  When available alters’ basic attributes collected (e.g. Age, location, bio)The online ego-network of foodbloggers
  14. 14. Methodology The face to face interview – From ego-network to personal network •  Data interpretation and sense making of online networks o  Facebook o  Twitter o  LinkedIn •  Comparison o  Online o  OfflineThe online ego-network of foodbloggers
  15. 15. FOODBLOGGER FIRST RESULTSThe online ego-network of foodbloggers
  16. 16. Results Online videos - Top 20 on YouTube 530 videos online, made available by 236 YouTube channels generated 10.5 M. visits and more than 11K comments Titolo Visualizzazioni Commenti Preferiti Durata  -­‐min UtenteRicetta:Decorare  con  semplicita  una  torta 756728 446 454 00:04:30 GreedywebImpasto  per  l a  pizza,  l a  ricetta  di  Giallozafferano 576910 238 791 00:02:46 GialloZafferanoTVTiramisù,  l a  ricetta  di  Giallozafferano. 479750 157 730 00:02:55 GialloZafferanoTVLe  zeppole  fritte  graffe  napoletane  dalle  ricette  di  Nonna  Anna  semplici,  economiche,  gustose. 449499 117 548 00:06:37 kayennaMozzarella  i n  Carrozza,  l a  ricetta  di  Giallozafferano 416397 211 754 00:02:03 GialloZafferanoTVSalame  di  Cioccolato,  l a  ricetta  di  Giallozafferano 400494 230 796 00:02:55 GialloZafferanoTVCrepes,  l a  ricetta  di  Giallozafferano 395017 203 720 00:03:14 GialloZafferanoTVLasagne  alla  Bolognese,  l a  ricetta  di  Giallozafferano 285366 223 431 00:03:56 GialloZafferanoTVPropone  una  ricetta  con  i l  gatto,  Bigazzi  l icenziato  dalla  Rai 276383 1745 108 00:01:04 ristotvLa  Video  Ricetta  Passo-­‐Passo  della  Focaccia  Genovese 251595 168 544 00:04:51 vittorioviarengoPollo  alla  cacciatora,  l a  ricetta  di  Giallozafferano 245895 56 358 00:02:16 GialloZafferanoTVPenne  allArrabbiata,  l a  ricetta  di  Giallozafferano 201231 66 316 00:02:04 GialloZafferanoTVLa  ricetta  della  crema  Chantilly  HD 187547 77 122 00:02:53 blogdolciRagù  alla  Bolognese,  l a  ricetta  di  Giallozafferano 169675 176 346 00:04:08 GialloZafferanoTVRicette:Involtini  i mpanati  alla  siciliana 147225 167 217 00:05:55 lacucinaitalianaPollo  al  Curry,  l a  ricetta  di  Giallozafferano 124677 60 226 00:02:46 GialloZafferanoTVVideo  ricetta:  Un  menù  di  antipasti  al  sapore  di  mare 124614 63 146 00:10:08 sitcomitaliaGnocchi  di  Patate,  l a  ricetta  di  Giallozafferano 120456 41 218 00:02:28 GialloZafferanoTVBesciamella,  l a  ricetta  di  Giallozafferano 117075 45 206 00:02:27 GialloZafferanoTVVideo  ricetta:  muffin  per  colazione? 105372 42 156 00:11:45 sitcomitaliaThe online ego-network of foodbloggers
  17. 17. Results Facebook – Top 20 fan pages 53 Fan Pages identified, followed by more than 125K users, who generated about 7K posts and 8.5K comments INTERAZIONE-­‐ INTERAZIONE-­‐ TOTALE   POST   COMMENTI   INCREMENTO  FAN   NOME  FANPAGE NUMERO  FAN COMMENTI  AI  POST   COMMENTI  AI  POST   LIKE TOTALI TOTALI MESE% AMMINISTRATORE FAN Viva  l a  Focaccia 60.733 6.319 405 899 431 468 1% Ricette  -­‐  Le  Gioie  del  palato 10.619 5.378 244 574 574 0 8% Sorelle  i n  Pentola 10.480 3.596 330 358 319 39 3% Cake  show 5.929 4.487 259 1.208 1.015 193 2% Dolce  Mania  per  l a  Pasticceria 3.512 255 48 90 71 19 1% La  cuochina  sopraffina 3.489 2.461 516 1.075 948 127 5% Francesca  Sugar  Art  -­‐  Le  torte  di  Francesca 2.418 1.607 383 676 252 424 9% Delizie  da  Gustare 2.346 340 168 150 113 37 4% FANTASTICARE  IN  CUCINA 2.313 1.212 74 273 273 0 2% Juls  Kitchen 1.804 1.974 485 552 487 65 4% L  Arte  nelle  Mani    (di  Giuli) 1.770 289 76 66 58 8 2% La  cucina  di  Virginie 1.444 319 276 120 85 35 5% Fiordifrolla 1.408 1.036 150 243 243 0 2% La  CuCiNa  Di  MaMMiNa  GiOvI 1.216 129 55 47 28 19 3% Mamma  Paperas  blog 1.015 1.390 480 632 584 48 4% il  Blog  di  Flora 992 247 148 120 63 57 1% Cucinando  i n  casa 966 281 123 108 104 4 3% Un  Pizzico  Di  Cannella 943 133 54 37 33 4 0% Chef  Laura  at  Home 890 230 74 63 47 16 2%The online ego-network of foodbloggers
  18. 18. Results Twitter – Top 20 accounts Screen  name N°  Follower N°  Following N°  Tweet PinchMySalt 99646 1210 15829 RecipeGirl 14241 1155 32300 CannelleVanille 14196 336 10786 DineandDish 12033 7433 22300 browneyedbaker 10559 4259 11537 •  92 accounts identified TwoPeasandPod 9695 2019 33620 atablefortwo 8270 414 6750 foodblogallianc 8043 1508 113 •  Followed by almost 340K runwithtweezers 6181 1196 8569 chrispople 6138 793 31692 followers chowandchatter 5992 4325 71472 kalynskitchen 5818 786 14294 userealbutter 5769 469 16316 •  Generated 860K tweets cookincanuck 5314 2590 10836 FoodforMyFamily 5132 2253 5958 toccodizenzero 5009 1169 32686 GoodBite 4806 2179 1842 TheLittleKitchn 4715 3342 18334 eatlivtravwrite 4702 1846 34761 JuliaParsons 4613 1174 8455The online ego-network of foodbloggers
  19. 19. Results The presence of foodbloggers online •  Main characteristics of prominent actors o  Women o  Interest/experience in the communication industry o  Care for the visual aspect of their dishes o  From hobby to profession o  Passion for cooking, link with values such as family and traditionThe online ego-network of foodbloggers
  20. 20. Results A focus on foodblogger (N= 9, r.r. 50%) •  Age range from 24 to 47, with 5 respondents aged 31-39 •  One influential actors living abroad •  Only one man 3 Hours per day on 2,5 social media 2 1,5 1 0,5 0 Facebook (N=8) Twitter (N=7) LinkedIn (N=7) Other Social Blogs (N=8) Networks (N=2)The online ego-network of foodbloggers
  21. 21. Results Online activities Which contents do you publish Sense of belonging to online? communities 7 •  8 respondents declared to 6 feel part of at least one professional community 5 online (5 of at least two) 4 •  Only one declared to be part 3 of one (and only one) offline professional community 2 •  Online communities facilitate 1 access to information, 0 overcoming the problem of Often about Only about NA physical distance food, but food sometimes •  Online influencers say a lot about other about themselves online issuesThe online ego-network of foodbloggers
  22. 22. 0 1 2 3 4 5 6 7 8 9 10 Meeting interesting people Results Accessing useful Information Establish new relations Tell the others about my daily life Communicate my feelings Be considered influential Spend my time without getting boredThe online ego-network of foodbloggers Be up-to-date Maintain relationships with acquaintances Have fun Objective Meeting influential people Achievement Communicate my ideas Maintain relationships with my closest friends Be considered an The objectives and the results achieved by using social media interesting person Meeting knowleadgable people Find collaborators Be considered knowledgeable Find a job Find customers
  23. 23. Results Building reputation in the food industry •  Respondents identified •  Clear consensus on the communication and identification of the most technical skills as the most important influencers online important factors to develop a positive reputation in the professional group •  Lack of consensus and information of people perceived influential offline •  Long presence in the industry and reputation offline or recommendations are not perceived as relevantThe online ego-network of foodbloggers
  24. 24. Results Foodblogger 1 – Facebook networkThe online ego-network of foodbloggers
  25. 25. Results Foodblogger 1 – Twitter networkThe online ego-network of foodbloggers
  26. 26. A network approach to the study online influence Foodblogger 1 - The characteristics of online networks Connections Density N. groups N. isolates Facebook 237 0.05 8 14 Twitter 1117 0.10 31 1 LinkedIn 12 Age (avg) Connections Location Study Industry (avg) F 28 542 60% Lombardy, University 9% food 11% abroad (86%) Tw 1082 21% Lombardy, 4% abroad L 133 83% Lombardy University 8% food (100%)The online ego-network of foodbloggers
  27. 27. Results Foodblogger 1 – Facebook network/subgroups Family Friends (fiance) Various Food High Friends school (dance) University Same surnameThe online ego-network of foodbloggers
  28. 28. Results Foodblogger 1 – Twitter network/subgroupsThe online ego-network of foodbloggers
  29. 29. Results Foodblogger 1 - Comparing ego networks online Subgroups in Facebook Subgroups in Twitter •  Number of subgroups: 8 •  Number of subgroups: 31 •  Clear clustering based on the •  More difficult interpretation. nature of the relationship. The interviewed does not Mainly friendship ties know all her followers. developed in different However all the subgroups environments, only one which were identified are subgroup is “food” related “food related”The online ego-network of foodbloggers
  30. 30. Results Foodblogger 1 - Comparing ego networks online Twitter Facebook Degree Degree (n.connectios= 1117) Info Info (n.connectios= 237) her professional 1 687 food - interviewed 43 profile 2 653 food 35 friend 3 601 food - interviewed 32 relative 4 538 food 28 university 5 537 food 28 university 6 527 food 27 university 7 524 food 27 university 8 506 food 27 university 9 498 food - interviewed 26 university 10 482 food 25 friendThe online ego-network of foodbloggers
  31. 31. Results Foodblogger 1 – Offline networksThe online ego-network of foodbloggers
  32. 32. Conclusions Implications – based on very preliminary results, more to come! •  Results o  Emergence of new form of professionalism and new way to build a reputation o  Technological specialization: different SNS are sources of different types of resources (from emotional support to information) o  Complexities associated in analyzing online network data o  Importance of a qualitative interpretation of online networks •  Limitations and open issues o  Size of networks and data coding o  Technical problems in the mapping of LinkedIn networks o  Multiplexity and homophily cannot be explored at this stage o  Multiple profilesThe online ego-network of foodbloggers
  33. 33. Conclusions The next steps •  Completion of data analysis •  Comparison across professional groups •  New measures, e.g. for subgroups •  Integration of SNA and qualitative analysis with simulation techniquesThe online ego-network of foodbloggers
  34. 34. Conclusions The next steps Online  +   offline   offline   online  The online ego-network of foodbloggers
  35. 35. The online ego-network of foodbloggers

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"Personal networks in times of economic hardship and political discontent" Autonomous University of Barcelona (UAB), July 11-13, 2012

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