Niels Schillewaert, InSites Consulting, Belgium
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The slides from the presentation of Niels Schillewaert for the privacy in SMR session at ESOMAR Insights 2011.
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Niels Schillewaert, InSites Consulting, Belgium
- 2. Social media netnography use of publicly available user-generated-content in order to answer a research question either via (1) scraping and catalogues or (2) connecting / friending
- 3. Insight generation Marketing tool Social Media Nethnography AUDIT Social Media Dashboards MONITOR Ad hoc Track Join
- 5. Methods fundamentals Answers to questions you did not ask Answers without asking questions Non probability sampling Threats From outside & Opportunities In owned social media – research communities & visual ethnography Sampling Convenience & Judgement
- 6. 45% 34% 21% Joining online conversations You express your dissatisfaction with a product or service on social media. This conversation is picked up by an employee of the company that provides the product or service. This person contacts you to solve your problem .
- 7. Research has changed from asking questions to having a conversation Social media netnography Research community
Editor's Notes
- We presented concept boards on how research agencies may use social media. Each concept stressed different “reasons why” such research is conducted. After seeing these reason why concepts participants rated the attractiveness of each. Again the neutral and thus indifferent attitude was striking. About half of the respondents were neutral on the concepts. 1 third of the participants found the idea attractive. Only 15% thought it was not interesting. The results is in line with what we found in the experiment with the synergies. Hence, our results seem to indicate that consumers do not care. The resistance against combining research and social media is not huge and consistently lower than the appeal As researchers, we only use user-generated-content for observation. We should however look further than pure research. Other departments in companies use social media for other purposes than insights and learning Marketers can join the conversations for branding for example. Online buzz is becoming increasingly more important as a KPI in advertising and communication. CRM departments deal with the unsolicited feedback on social media – social CRM. In so called ‘Social Sales’, sales representatives try to identify potential customers and influence them in their decision making process. We wanted to find out what consumers expect from companies in terms of social media and user-generated content in general. From the 5 ways of joining, we found out that there was 1 thing that consuemrs really found appealing; The number 1 winner in terms of joining the conversation was ‘Social CRM’ or even ‘socially responsible’ CRM. 45% of the social media users claimed that if they would express a problem on social media with a product or brand, it would be appealing to them that companies help them out, join their conversation and target them individually. O
- Research has changed!! We realized that we should engage more in a two way relationship! We should not only involve consumers to answer our questions. We should give them the opportunity to give feedback to us about topics that they find important. A more equal relationship needs to be estabilished. Instead of asking questions...we need to have a conversation. Over the last couple of years, we have developed new methods of having that conversation with our consumer. A first thing we have engaged in is social media netnography. Thanks to the rise of social media, it has never been so easy for consumers to give their opinion on a brand or product. In social media netnography, we observe this user-generated-content. Social Oedia netnography can be compared a little bit with a wild garden. People are free to talk online about whatever they want and we listen to the voice of the customer. As such, we get answers without asking question. But at the same time it can often also means that you get answers on questions you did not ask A second methodology are research communities. Research communities can be compared as a garden. In a research communities, a group of consumers can also have online conversationss. However, the discussions are guided by a moderator who posts topics. Those topics do not strictly need to be followed by the participants. They serve more as inspiration to stimulate the discussion. The conversation is different from natural communites because it taking place behind closed walls.