The challenges and opportunities of Social Media: combining semiotic models with statistical multivariate analysis

1. Stefania Gogna, Logos.S, Italy
Festival of NewMR 2012 - Main Stage – Session 4
A
Presenta*on
from
The
Fes*val
of
NewMR
–
Main
Stage
5
December
2012
The challenges and opportunities of Social Media: combining semiotic
models with statistical multivariate analysis
All
copyright
owned
by
The
Future
Place
and
the
presenters
of
the
material
For
more
informa:on
about
NewMR
events
visit
NewMR.org
Stefania
Gogna
Logos.S

2. Stefania Gogna, Logos.S, Italy
Festival of NewMR 2012 - Main Stage – Session 4
Towards
an engineering research
Stefania Gogna & Cristina Laura Masetti
Semiotician, Marketing Researcher Intercultural Communication Account
Logos.S
Independent Researchers’ Group on Semiotics and Marketing Research
Milan, Italy
The challenges and opportunities of Social Media:
combining semiotic models
with statistical multivariate analysis

3. Stefania Gogna, Logos.S, Italy
Festival of NewMR 2012 - Main Stage – Session 4
Agenda
A. Preliminary questions about new media
B. A new methodology
C. Case study no. 1 - Signals and codes of Innovation inside the
Hypermarkets’ world
D. Case study no. 2 - The communication style of Italian Priests on
Facebook
E. New opportunities - The adv construction

4. Stefania Gogna, Logos.S, Italy
Festival of NewMR 2012 - Main Stage – Session 4
A. Some hard questions
If we collect data from websites, blogs, forums, twitter
(verbal texts, what consumers are saying about e.g. a
product) …
ü How do we look at them?
ü How do we conduct our analysis?
ü How can we go beyond sentiment analysis
(positive neutral negative) ?
ü Are traditional methods of analysis sufficient?
Yes, they are but ...
New media need
new
techniques and methods of
analysis

5. Stefania Gogna, Logos.S, Italy
Festival of NewMR 2012 - Main Stage – Session 4
B. New media
New methodology
A pertinent methodology:
combining semiotics and cultural analysis
with lexicographic software

6. Stefania Gogna, Logos.S, Italy
Festival of NewMR 2012 - Main Stage – Session 4
• The logic of microscope:
– Analysing the specific
elements of the text
– Focus on details
• The logic of telescope :
– Having an overall vision of the
text
• The fisher’s strategy
– Analysing the global text,
without any variable … Let’s
see what comes out and
which other hypothesis we
can put forward
• The photographer’s strategy
– We have a sufficient number
of hypothesis but we need to
understand a specific
phenomenon
What is a text scope and how it works:
two logics and two action strategies

7. Stefania Gogna, Logos.S, Italy
Festival of NewMR 2012 - Main Stage – Session 4
C. CASE STUDY no. 1

8. Stefania Gogna, Logos.S, Italy
Festival of NewMR 2012 - Main Stage – Session 4
CASE STUDY no. 1 – Inside the blog
We opened a two-week blog:
1st week Auchan’s Clients
2nd week Carrefour Planet’s
Clients
Main objective:
What makes these new
forms of Hypermarkets
patterns of Innovation?

9. Stefania Gogna, Logos.S, Italy
Festival of NewMR 2012 - Main Stage – Session 4
CASE STUDY no. 1 Telescope logic: to have an overall vision
- Fisher’s strategy: to look for new hypothesis
Current – What I see Innovation – What I see /Drivers of change
The logic of Quantity The logic of Quality
CLUSTER 2 – THE
CHAOTIC SPACE
CLUSTER 4 – I AM
FORCED – I DON’T LIKE
BUYING
CLUSTER 1 – THE
PLACE
CLUSTER 3 – I’M
FREE - I LIKE
SHOPPING

10. Stefania Gogna, Logos.S, Italy
Festival of NewMR 2012 - Main Stage – Session 4
Specificity Analysis:
Carrefour Planet
Vs
Auchan
Organisation Discount
THE LOGIC OF MICROSCOPE: FOCUS ON DETAILS
THE PHOTOGRAPHER’S STRATEGY:
UNDERSTANDING A SPECIFIC PHENOMENA
To check which lexical units (words, lemmas or
categories) are typical or exclusive in a text

11. Stefania Gogna, Logos.S, Italy
Festival of NewMR 2012 - Main Stage – Session 4
Word Association:
Innovation
Vs.
Dated
THE LOGIC OF MICROSCOPE: FOCUS ON DETAILS
THE PHOTOGRAPHER’S STRATEGY:
UNDERSTANDING A SPECIFIC PHENOMENA
To check how co-occurrence relationships determine
the local meaning of selected words
Innova:on
Dated
/
Residual

12. Stefania Gogna, Logos.S, Italy
Festival of NewMR 2012 - Main Stage – Session 4
Why People Love
CARREFOUR PLANET
Carrefour Planet …
reproduces the
feeling of shop

13. Stefania Gogna, Logos.S, Italy
Festival of NewMR 2012 - Main Stage – Session 4
CLUSTER
2
–
THE
CHAOTIC
SPACE
–
TO
BUY
CLUSTER
4
–
I
AM
FORCED
–
I
DON’T
LIKE
BUYING
-­‐
IPERCOOP
CLUSTER
1
–
THE
PLACE
–
but
...
s*ll
DISCOUNT
CLUSTER
3
–
I’M
FREE
-­‐
I
LIKE
SHOPPING
-­‐
CARREFOUR
Actual
–
What
I
see
Innova:on
–
What
I
see
becoming
The
logic
of
Quality
The
logic
of
Quan:ty
The
most
representa*ve
words
of
each
cluster
The brand positioning

14. Stefania Gogna, Logos.S, Italy
Festival of NewMR 2012 - Main Stage – Session 4
A NICE CASE STUDY …
ITALIAN BISHOPS’ CONFERENCE (CEI)
THE COMMUNICATION STYLE OF
ITALIAN PRIESTS ON FACEBOOK
D. CASE STUDY no. 2

15. Stefania Gogna, Logos.S, Italy
Festival of NewMR 2012 - Main Stage – Session 4
The most representative words inside the Priest’s and Sisters’
discourses (within the topics): Naming the areas of the map: understanding
the communication styles
Catholic life –
Wanting to be
Catholic rituals –
Having to be
Tradition - Parish life
Facebook : to socialize
and communicate
Innovation - Technological life
Facebook : to spread
Information

16. Stefania Gogna, Logos.S, Italy
Festival of NewMR 2012 - Main Stage – Session 4
We collected textual data inside
websites, forum, blogs ... data taken from
teen agers’ speeches. That was a cultural
study.
Then ...
We composed the corpus to be analyzed
by lexicography software and semiotics
So ...
We were able to identify new concepts
and give insights through which the Art
Director of the Adv Company constructed
the new adv campaign for a Leading
Italian Fashion Company
E. New opportunities: the adv construction

17. Stefania Gogna, Logos.S, Italy
Festival of NewMR 2012 - Main Stage – Session 4
Thank you
Stefania Gogna
Logos.S
Independent Researchers’ Group on Semiotics and Marketing Research
Milan, Italy

18. Stefania Gogna, Logos.S, Italy
Festival of NewMR 2012 - Main Stage – Session 4
Q & A
Andrew
Jeavons
Survey
Analy:cs
Stefania
Gogna
Logos.S

19. Stefania Gogna, Logos.S, Italy
Festival of NewMR 2012 - Main Stage – Session 4
Stefania Gogna
Read
Stefania’s
blog
@
hLp://stefaniagog.blogspot.it/
Follow
Stefania’s
tweets
at
@
hLp://twiLer.com/stefaniagog
Connect
with
Stefania
on
LinkedIn
@
hLp://it.linkedin.com/in/stefaniagogna
Contact
@
stefania.gogna@logoss.it