Social Media Nethnography: Mining and Understanding the Consumer Conversation
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This document discusses social media netnography, which involves tapping into online conversations to obtain consumer insights. It outlines how social media netnography can be used to monitor brand conversations, analyze sentiment, understand customer concerns, and identify trends. Some key benefits highlighted are gaining exploratory insights, answering predefined questions, and generating findings to inform future marketing strategies. Challenges mentioned include the need for time investment, limited user profile data, and relying on predefined frameworks, so it works best as a complement to traditional research methods.
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Social Media Nethnography: Mining and Understanding the Consumer Conversation
- 1. Social Media Nethnography Managing and Mining the Consumer Conversation 1
- 10. Word-of-mouth is THE driver of growth The belief
- 11. INTEGRATION of WOM in all marketing activities The goal
- 13. The BIG worLd of mouth test!
- 14. You use social networks at least weekly (e.g. Facebook, Twitter, LinkedIn) 1 The BIG worLd of mouth test!
- 15. You sometimes check online buzz about your brand 2 The BIG worLd of mouth test!
- 16. You have automated systems to monitor buzz about your brand (e.g. Google Alert, Tweetdeck) 3 The BIG worLd of mouth test!
- 17. Do you perform in-depth analyses of social media for you brand / business? 4 The BIG worLd of mouth test!
- 18. You participate in online conversations 5 The BIG worLd of mouth test!
- 19. A revolution implies CHANGE
- 20. 20 Bestseller ‘The Conversation Manager’ Available on Amazon The first interactive management book for iPad, download available
- 21. Need for RADICAL change
- 22. Observe Facilitate Join As a manager As a brand As a peer
- 24. limitations of interview based techniques
- 25. Would not we want to do this?
- 26. Life Caching User Generated Content
- 28. Tapping into online conversations Social Media Nethnography Social Media Dashboards / Monitoring exploratory for enhanced quality
- 29. DATA COLLECTION using pre-defined research tools, traditional ones or innovative ones ANALYSIS answering questions that were predefined SURVEY/ TOPIC GUIDE DEVELOPMENT what do we want to ask SAMPLING selection of participants we want to talk to FRAMEWORK DEVELOPMENT what do we want to observe? which conversations interest us? SAMPLING selection of sources/situations you want to observe DATA COLLECTION with the aid of research blogs or webscraping TOP-DOWN & BOTTOM-UP ANALYSIS Combination of quantitative & qualitative analysis techniques + text analytics Traditional research Social Media Nethnography
- 30. Top down analysis Bottom-up analysis TWO core principles
- 31. Analysis process 3.Qualitative analysis 2.Associative pattern recognition 1. Descriptive taxonomy detection To whatextentdo we find our research topics back? Which terms often co-occur? Which conceptare often mentioned bottom- up? Analys originalverbatimsvia qualitative contentanalysis
- 32. Sentiment analysis Sentiment of the conversation Sentiment of a brand / topic 'I had a terrible day. I drank some Lipton tea and felt better 'I had a terrible day. I drank some Lipton tea and felt better Conversation level Sentence level 1 positive – 1 negative 1 positive
- 33. Insight generation What is my target group concerned about? What are trends in the market? What are your blind spots? Brand analyses What is the share-of-voice and sentiment of my brand online? What is my online brand positioning? How do my competitors perform? How is the impact of my advertising affecting online buzz? Advertising impact How is the impact of my advertising affecting online buzz? Product How is a new product launch evaluated? How is a new product diffusing in the market? Customer Experience How are different touch points evaluated? What are reasons to switch? How strong is recommendation behaviour / referral value?
- 34. 81.861
- 35. Major diseases when getting older? Top 20 discussed diseases 5627 4733 4452 3584 3477 2684 2614 2094 1749 1732 1685 1608 978 970 909 905 895 859 793 737 736 706 622 616 522 dementia cardiovascular overweight vision loss alzheimer stress memory loss emotional dysregulation mood cancer head problem foot toe ankle gastro mobility issues anxiety muscle problems lung problems diabetes incontinence inflammation psychotic parkinson joints arthritis skeleton skin issues sleep problems physical psychological
- 36. Buzz volume Sentimeter Eating Professional Housing Payment Guilt Identity Telephone call Treatment Diagnosis Transport Dog Personal care Law Clothes Active FriendsDecision Safety Religion Emotions about aging concerns across disease states Diseases » Finding right treatment not easy » Never ending
- 37. 0 30 50 70 90 20 40 60 80 100 0 30 50 70 90 20 40 60 80 100 0 30 50 70 90 20 40 60 80 100 All posts 60° Posts about AH Drugs N=81861 Posts about Aricept Posts about Namenda Posts about Reminyl 0 30 50 70 90 20 40 60 80 100 0 30 50 70 90 20 40 60 80 100 24° N=878 Alzheimer Drugs Sentimeter 9° N=644 N=235 N=193 12° 66° Comparison with sentiment across brands Significantly higher No significant difference Significantly lower
- 38. 39.812
- 39. 30 information segments bottom-up segmentation Seizures Health care Children Awareness & knowledgeTreatment Helpful Diagnosis Problem night Difficult Food & drinks Satisfaction School Dosage Budget Control Driving Side effects Husband Brand A Brand B normal behaviour Job Headache Confused Brand C Having pain Wishes for thefuture Important Scared
- 40. Natural & medical language about seizures 25% Learn what consumers tell each other Optimize online marketing strategy Find hidden patterns – blind spots
- 41. Natural explanations seizure types PETIT MAL Also called ‘absence’ People just stand and stare vacantly My mind was wandering, blank, in a daze When asked to speak, would talk then just go blank and lose my entire train of thought and having no idea what I had implied My eyes would blink rapidly and then I would go blank as if I were daydreaming and my mind would be shot
- 42. Hormones, birth control, pregnancy & Brand A Is Brand A safe during pregnancy? From the research that I have done on pregnancy and seizures, I found Brand B and Brand A to be listed as the safe meds to be on. He told me that it was pretty safe, but that there was not enough participation in research for it to be approved to be taken during pregnancy by the FDA. If you do decide to get pregnant and still stay on Brand A I recommend that you join the pregnancy registry. Here is the information: … . The website is http://www.Brand A.com/pc/livin...h_epilepsy/women2.asp Hormones Seizures Brand A controls seizures Control unsuccessful Add birth control Seizures successful controlled Wish to start a family Birth control is barrier Brand A limits effects birth control not clear when ovulating Successful pregnancy 94% of the conversations about hormones & Brand A are related to Pregnancy
- 43. Online Brandscape How are the different brands evaluated online?
- 44. Share brands in total amount of conversations Total sample 100% conversations Brands 24% conversations Total sample = 1327 About brands = 327 31% 15% 12% 11% 11% 10% 7% 6% 6% 4% 3% 3% 2% 2% 1% 1% 1% 0% ben & Jerry's Breyers Blue Bunny Haägen Dazs Edy's Bluebell Mars Deyers Turkey Hill Kemp Carvel Unilever Zambeedo Snickers SkinnyCow Klondike Fudgsicle Drumstick
- 45. Brands Sentiment & performance analysis % Emotionality % Positive % Negative 73% 68% 28% N = 101 90% 81% 52% N = 48 79% 64% 41% N = 39 78% 78% 25% N = 36 Average rating review sites 2,69 1,75 1,1 3
- 46. Brands In-depth analysis B&J • Strengths – Different & unique flavours – Strong fan base online: ‘the best’, ‘delicious’, B&J rules. However, fan base is less for the brand in general than for specific flavours. • Weaknesses – Too expensive for part of the consumers to consume it on a regular base • Known for – Quality of ice cream and perceived equal to Haägen Dasz – Corporate social responsibility: press releases about attempts to reduce impact of produding ice cream on the environment are spread & discussed – Vermont & cows % Emotionality % Positive % Negative 73% 68% 28% N = 101 Average rating review sites 2,69
- 47. 71.230
- 48. Informatio n needs Input for future broadcasting Evaluation of specific aspects of the show 1 2
- 50. Answers to questions you did not ask Answers without asking questions
- 51. 55 Where does Text Analytics make a difference? Automational - Transformational Handling complexity Sentence parcing Dictionaries Co-occurence and linkage analyses
- 52. Languages
- 53. Lessons learned & limitations Social Media Nethnography is not a short cut Analyse and audit, then track Time investment for client and agency required through iterative process It is still developing Language & dictionaries Limited profile information Upfront feasibility check for critical mass We still need to ask questions Only the question follows the answers – a bit like Jeopardy Complementary to interview based research
- 54. It’s time to jump and to become…The Conversation Manager
- 55. Not just about observing & joining social media
- 56. integration of word-of-mouth all marketing thinking & acting
- 57. From control towards leadership
- 58. Observe Facilitate Join As a manager As a brand As a peer