Digital ethnography uses qualitative research methods to study online communities and human-technology interactions. It captures timely, relevant data by being present across digital platforms. This provides an uncensored view of participants' organic communications through words, images and audio. Intelligence analysis of this data can uncover market insights and patterns to shape business decisions, leveraging information over competitors. Klout scores measure a user's online influence based on factors like reach, content amplification probability, and the influence levels of their engaged network.

1. Business Intelligence
Through Social Media

2. Capabilities
A 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. Digital Ethnography:
the study of online communities
and human-technology
interactions through the use of
qualitative research methods.

4. Ethnography
Definition:
• 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. 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. Digital Ethnography
Traditional academic discipline of ethnography
meets technology:
Innoloft can immerse digitally within the data derived from
technology, thus revealing communities of interest

7. Digital Ethnography
In the search for market insights, the pathways to information should
include PCs, cell phones, Webcams, global positioning equipment, digital
cameras, and a growing number of other technologies. Structured
creatively for self-reporting, passive observation, and participant
observation, 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 and
Technology

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. Klout
What is the Klout Score? - Understanding the
Influence Metric
The 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. Klout
True Reach - the size of your engaged audience.
The algorithm eliminates inactive and spam accounts, and only includes accounts that you
influence. To do this we calculate influence for each individual relationship taking into
account factors such as whether an individual has shared or acted upon your content and
the 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/Follow
Ratio, Followed Back %, @ Mention Count, List Count, List Followers Count.

11. Klout
Amplification Probability - the likelihood that content will be acted upon.
How often does a message generate retweets or spark a conversation? The ability to create
content that compels others to respond and high-velocity content that spreads into
networks 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. Klout
Network Influence - the influence level of your engaged audience.
Engagement is measured based on actions such as
retweets, @messages, follows, lists, comments, and likes. Each time a person performs one
of these actions it is a testament to the authority and the quality of your content. Capturing
the attention of influencers is no easy task, and those who are able to do so are typically
creating 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, Unique
Commenters, Unique Likers, Influence of Followers, Influence of Retweeters and Mentioners, Influence of Friends, Influence
of Likers and Commenters

13. Key Terms
Blog - A blog is an online journal that’s updated on a regular basis with entries that appear in reverse
chronological order. Blogs can be about any subject. They typically contain comments by other readers, links to
other sites and permalinks. Originally short for “web log.”
Conversation Cloud (Tag Cloud )- A visual representation of the popularity of the tags or descriptions that
people are using on a blog or website. Popular tags are often shown in a large type and less popular tags in
smaller type.
Listening Platform - A listening platform is a software program that uses algorithms to gauge sentiment based
upon a predetermined set identifiable tags.
Microblogging – The act of broadcasting short messages to other subscribers of a Web service. On
Twitter, entries are limited to 140 characters, and applications like Plurk and Jaiku take a similar approach with
sharing 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 social
environment, such as a blog, podcast, forum, wiki or video hosting site. More broadly, social media refers to any
online 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, online
communities and social networks. The focus is on driving traffic from sources other than search engines, though
improved search ranking is also a benefit of successful SMO.
Web Analytics - The measurement, collection, analysis and reporting of Internet data for the purpose of
understanding who your visitors are and optimizing your website.

14. Capabilities
What 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