The document discusses using social media research and netnography to understand consumers and engage them in meaningful relationships. It outlines the process of netnography which involves defining the research focus, selecting and gathering an online community, observing community interactions, analyzing data to extract insights, and gaining a deeper understanding to develop personas, scenarios, and brand propositions. The goal is to see the world through consumers' eyes and uncover insights that can help brands solve consumer needs.

1. Consumer research through
social media
Mashup of various slideshares

2. 1. Introduction to social media research
2. Netnography big principles
2

3. 3
Brands not only need to reach their consumers, they needBrands not only need to reach their consumers, they need
to engage them into meaningfull relationships at eachto engage them into meaningfull relationships at each
touch points.touch points.

4. 4
Brands are not central to their interactions, peopleBrands are not central to their interactions, people
interact with other people to share theirinteract with other people to share their
experiencesexperiences

5. 5
Social media is the door to consumers…Social media is the door to consumers…

6. 6
We can listen to what they say quantitatively, butWe can listen to what they say quantitatively, but
also dive into their world in a qualitative way.also dive into their world in a qualitative way.
netnographynetnography

7. 7
But consumers are sharing so much on the net, theirBut consumers are sharing so much on the net, their
experience, their needs..even solutions…can we not onlyexperience, their needs..even solutions…can we not only
listen but also interact with them ?listen but also interact with them ?

8. 8
From insights gathering throught observation toFrom insights gathering throught observation to
ideas as effective solutions issued from co creationideas as effective solutions issued from co creation

9. 9
The role of research institutes is evolving…from « voicingThe role of research institutes is evolving…from « voicing
up » to « helping the connexion between brands andup » to « helping the connexion between brands and
consumers»consumers»

10. 10
They are becoming more a connector betweenThey are becoming more a connector between
consumers and brands, and between brands andconsumers and brands, and between brands and
agencies.agencies.

11. 11
In order to observe consumers in their naturalIn order to observe consumers in their natural
environment or interact with them to gather insights orenvironment or interact with them to gather insights or
co createco create
Netnography insight community co creation

12. 12
It depends on the brand projectIt depends on the brand project
advancement…advancement…
Netnography insight community co creation

13. 13
The research institutes can adapt the level ofThe research institutes can adapt the level of
interactivity with them …interactivity with them …
Co creationCo creation
observationobservation
crowdsourcingcrowdsourcing

14. 1. Introduction to social media research
2. Netnography big principles
14

15. 15
Netnography is nothing new….Netnography is nothing new….

16. 16
The same approach for foreign cultures as well asThe same approach for foreign cultures as well as
offline behavior, and digital behaviour ?offline behavior, and digital behaviour ?

17. 17
Netnography is = (net) ethnography…but notNetnography is = (net) ethnography…but not
only….only….

18. 18
Netnography appears with people selfNetnography appears with people self
expression of the netexpression of the net

19. 19
But netnography is not just « contentBut netnography is not just « content
analysis »analysis »

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Netnography is also about observing people inNetnography is also about observing people in
their natural context…their natural context…

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How can we define netnography ?How can we define netnography ?

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Netnography doesn’t exist as a discipline, it’sNetnography doesn’t exist as a discipline, it’s
a mix of disciplines.a mix of disciplines.

23. 23
It doesn’t pretend to be a science, it’s just anIt doesn’t pretend to be a science, it’s just an
explorative methodologyexplorative methodology

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It allows us to see the world throught the eyesIt allows us to see the world throught the eyes
of consumers…to gather real life insights.of consumers…to gather real life insights.

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But not just regular insights, it allows to go deeperBut not just regular insights, it allows to go deeper
into the life of consumers to understand the « why »into the life of consumers to understand the « why »

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To uncover insights opening up solutions, ways theTo uncover insights opening up solutions, ways the
brand can help people do something (involving thebrand can help people do something (involving the
brand/product)brand/product)

27. 27
Interdisciplinary teams need to be involved as weInterdisciplinary teams need to be involved as we
are at the cross roads of analysis and creativityare at the cross roads of analysis and creativity

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The only way the team can work together is by beingThe only way the team can work together is by being
« user centric » not just « data centric » or « idea« user centric » not just « data centric » or « idea
centric »centric »

29. 29
This is the overall process of a netnography (5This is the overall process of a netnography (5
steps)steps)

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Step 1 = research definition (who do we wantStep 1 = research definition (who do we want
to gather in our community ?)to gather in our community ?)
We need to get an understanding
of who the consumers are,
where they are on the net, how many
they are, and if they are gathered into
« open » communities before defining
the scope of the study =
-Desk research
-Expert interviews
-Monitoring of key words
In this phase we shall identify the various
targets we will gather, dress up their
profile (before tagging them in the next
phase).

31. 31
Step 2 = community selection and gatheringStep 2 = community selection and gathering
into a listening plateforminto a listening plateform
•Gather highly involved consumers we identify through extensive social web monitoring based
on key words.
•Add sources we have validated and which correspond to the voice of a consumer, not a media
/ a professional blogger).
•Tag the sources with relevant informations that will structure the analysis.

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Step 3 = community observationStep 3 = community observation
Everyday, the observer will fine
tune the community clusters and
the topic clouds, and categorize
the content he will then extract for
analysis.
He can also set up some specific
filters to access more relevant
content.

33. 33
Step 4 = data analysis to extract insights.Step 4 = data analysis to extract insights.
Data analysis

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Step 5 = get a deeper understanding of the issues raisedStep 5 = get a deeper understanding of the issues raised
behind these insights, and the ideas they mentionedbehind these insights, and the ideas they mentioned

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3 outputs = personas + scenarios + proposition.3 outputs = personas + scenarios + proposition.

36. Thank youThank you
GautamVerma
Let’s connect on Twitter @gtmtwt