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Danone Waters Community Case Netnografia

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Case Insites Consulting using Netnography.

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Danone Waters Community Case Netnografia

  1. 1. “Netnografia – Comportamento do Consumidor Online"
  2. 2. QUEM SOMOS MISSÃO VALORESA Plugged Research Desenvolver em é uma consultoria conjunto com as Integração especializada em organizações inteligência unidades de Flexibilidade competitiva nas inteligência(Labs), mídias sociais, visando a análise do Transparência visando à aplicação comportamento do do olhar humano ser humano nos Inovação sobre o diversos pontos decomportamento que o contato para a Objetividade indivíduo online tem construção real da sobre as marcas. marca.
  3. 3. NETNOGRAFIA: POSICIONAMENTO GLOBAL
  4. 4. NETNOGRAFIA: KEY POINTSIdentificação dos principais formadores de opinião referente a marca e segmento.Identificação de códigos comportamentais do consumidor.Identificação de novos rituais e hábitos do usuário/consumidor.Identificação de consumer insights referente a marca e/ou produto.
  5. 5. NETNOGRAFIA: CONCEITOS A NETNOGRAFIA É A ETNOGRAFIA CONDUZIDA NA INTERNET, PESQUISA COM FOCO QUALITATIVO, INTERPRETATIVO, ADAPTADO DAS TÉCNICAS DE PESQUISA ANTROPOLÓGICAS ETNOGRÁFICAS PARA O ESTUDO DAS CULTURAS E COMUNIDADES ONLINE”Fonte: Kozinets, Robert V. The Netnography Revolution – Eleven social media tips for 2011: Netbase Solutions,2011
  6. 6. NETNOGRAFIA: CULTURA - CARACTERÍSTICAS Rituais Linguagem Hábitos Histórias Religião Paixão Compartilhadas EngajamentoFonte: Kozinets, Robert V. The Netnography Revolution – Eleven social media tips for 2011: Netbase Solutions,2011
  7. 7. NETNOGRAFIA: DELIVERYMAPAS MENTAIS – COMPORTAMENTOS EMERGENTES.IDENTIFICAÇÃO DE FORMADORES DE OPINIÃO.GRÁFICOS DINÂMICOS DE ACORDO COM COMPORTAMENTOS SEGMENTADOS
  8. 8. Danone Waters Community - ObjetivosEntender o uso da água na vida diáriaObjetivo Principal: Justificar os benefícios reais da água para o consumidor
  9. 9. Danone Waters Community – Metodologia NaturalObservações Dados Sec. Netnografia Empresa Web 2.0 Eu Nós Multimídia Etnografia Privação Ativação Laboratório
  10. 10. Danone Waters Community - Participantes
  11. 11. Danone Waters Community - Análise
  12. 12. Danone Waters Community - Análise Público - Alvo Uso do Produto Copo d’água Garrafa 1L. GarrafaAlta freqüência e uso Baixa freqüência e uso 500ml. Água de Torneira Água Mineral
  13. 13. Danone Waters Community – Processo Netnografia
  14. 14. Danone Waters Community – Resultados
  15. 15. Danone Waters Community - Depoimentos
  16. 16. Danone Waters Community - Resultados
  17. 17. Danone Waters Community - Resultados
  18. 18. EQUIPE | OBRIGADO !Tatiana Tositati@pluggedresearch.comhttp://twitter.com/#!/tatitosihttp://www.facebook.com/tatitosihttp://br.linkedin.com/in/tatianatosi

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