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Netnography - listening to social media from a B2B2C perspective (Esomar Online Research 2010)

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Netnography - listening to social media from a B2B2C perspective (Esomar Online Research 2010)

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Nowadays consumer goods producers demand from their suppliers more than only the products themselves. Strategic suppliers like Symrise, as one of the leading suppliers for flavors and scents worldwide, have to meet their expectations regarding the knowledge of current trends, consumer needs and even innovative application and positioning possibilities.
This paper gives practical insight into B2B-specific business requirements and how the practical application of innovative, consumer-centric research methods like Netnography can be applied to strengthen the competitive situation of strategic suppliers as “preferred supplier” within the B2B2C eco system of the food market. The main intention of the paper will be to show how listening to social media with Netnography has generated real competitive advantages for Symrise (in terms of better insights & ideas as well as awareness & positioning/image).

Nowadays consumer goods producers demand from their suppliers more than only the products themselves. Strategic suppliers like Symrise, as one of the leading suppliers for flavors and scents worldwide, have to meet their expectations regarding the knowledge of current trends, consumer needs and even innovative application and positioning possibilities.
This paper gives practical insight into B2B-specific business requirements and how the practical application of innovative, consumer-centric research methods like Netnography can be applied to strengthen the competitive situation of strategic suppliers as “preferred supplier” within the B2B2C eco system of the food market. The main intention of the paper will be to show how listening to social media with Netnography has generated real competitive advantages for Symrise (in terms of better insights & ideas as well as awareness & positioning/image).

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Netnography - listening to social media from a B2B2C perspective (Esomar Online Research 2010)

  1. 1. ONLINE RESEARCH 2010 E-Universe: The Power of Listening Listening to Social Media from a B2B2C Perspective How to strengthen the competitive role as “preferred supplier” with Netnography Steffen Hück, Julia Jonas (HYVE) Cornelia Lichter, Anne Grünhagen (SYMRISE) Berlin, 18th October 2010
  2. 2. Social Media Listening with Netnographic Research
  3. 3. Netnography Process Systematic Listening to online Conversations Research Social Media Social Media Data Analysis Product Definition Selection Observation and Insights Solutions 1 2 3 4 5
  4. 4. Netnography “Doing Ethnographic Research Online” • NETNOGRAPHY [interNET & ethNOGRAPHY] is a QUALITATIVE and EXPLORATIVE research approach to analyze the CONSUMER DIALOGUE in SOCIAL MEDIA.
  5. 5. Netnography Characteristics Qualitative Research Approach Web Monitoring Netnography Web Monitoring quantitative & automated data qualitative & manual research verification & comparison of gathering & pre-categorization to gain deep understanding qualitative research findings (Tool & Technology) (Method & Process) (Tool & Technology)
  6. 6. Netnography Characteristics Explorative Research Approach Traditional Research Social Media Research  pre-structured study designs  flexible study designs  deductive research approach  inductive research approach  sequential research process  circular research process
  7. 7. Netnography “Doing Ethnographic Research Online” • NETNOGRAPHY [interNET & ethNOGRAPHY] is a QUALITATIVE and EXPLORATIVE research approach to analyze the CONSUMER DIALOGUE in SOCIAL MEDIA. • The EMPATHIC and NON-OBTRUSIVE online OBSERVATION and LISTENING enables the Researcher to gain a DEEP UNDERSTANDING and UNBIASED CONSUMER INSIGHTS.
  8. 8. Netnography Characteristics Unbiased Insights due to non-obtrusive Observation spontaneous & unreflected implicit & emotion synchronous interaction special rooms with a “mirror” in research institutes & test studios Focus Groups researcher participates in the artificial group that is the object of research natural biased unbiased research conversation & forced situation Ethnography situation & involved listening to natural occurring social media conversations asynchronous Social Media Research interaction explicit & cognition time-delayed & content-rich
  9. 9. Netnography “Doing Ethnographic Research Online” • NETNOGRAPHY [interNET & ethNOGRAPHY] is a QUALITATIVE and EXPLORATIVE research approach to analyze the CONSUMER DIALOGUE in SOCIAL MEDIA. • The EMPATHIC and NON-OBTRUSIVE online OBSERVATION and LISTENING enables the Researcher to gain a DEEP UNDERSTANDING and UNBIASED CONSUMER INSIGHTS. • Analyzing explicitly verbalized and implicitly existing NEED- and SOLUTION-INFORMATION of highly INVOLVED and CREATIVE CONSUMERS can lead to FRESHER INSIGHTS.
  10. 10. Netnography Characteristics Fresher Insights by analyzing Need- & Solution Information Health … … Sports Solution Information IT Solution for Company Level 4 Solution Principle … or Method Level 3 Need Information Problem / Desire; Disadvantage / Advantage; Satisfaction / Dissatisfaction; Experience Level 2 Motivation / Needs; Attitudes; Buying & Consumption Behavior Level 1
  11. 11. Netnography “Doing Ethnographic Research Online” • NETNOGRAPHY [interNET & ethNOGRAPHY] is a QUALITATIVE and EXPLORATIVE research approach to analyze the CONSUMER DIALOGUE in SOCIAL MEDIA. • The EMPATHIC and NON-OBTRUSIVE online OBSERVATION and LISTENING enables the Researcher to gain a DEEP UNDERSTANDING and UNBIASED CONSUMER INSIGHTS. • Analyzing explicitly verbalized and implicitly existing NEED- and SOLUTION-INFORMATION of highly INVOLVED and CREATIVE CONSUMERS can lead to FRESHER INSIGHTS.
  12. 12. Food Market Perspectives What‟s next in Citrus Beverages?
  13. 13. Food Market Perspectives Partners in delivering relevant Taste Solutions to Consumers Symrise Consumer & Symrise Customer Winning customer´s market needs platforms needs brands solutions INNOVATION IS A JOINT JOURNEY … • Core competence CITRUS: Citrus is one of Symrise's most important business areas • Consumer-driven and innovative: Strong focus on keeping consumers' needs and perceptions in mind when developing visions for the products of the future • Combining social media with Citrus competence: Working with web-based methods of qualitative consumer research for generating insights => Netnography study on citrus beverages
  14. 14. Netnography-Objectives What‟s next in Citrus Beverages? Research Questions: • How do consumers perceive Citrus in beverages? (Natural or artificial? Sour or Sweet? Healthy?) • What are emotions and associations of consumers when talking about citrus beverages? (happiness, freshness, healthiness, ...) Does citrus taste influence the consumer„s mood? • What are the terms used by consumers when describing citrus taste? • How do consumers discuss packaging and looks of citrus beverages? • What types of beverages are linked to citrus taste in the consumers minds? • Are there special occasions / consumption situations / contexts in which consumers relate stronger / less to citrus taste beverages?
  15. 15. Social Media Sources Overview of identified English-speaking Social Media Sources
  16. 16. Social Media Sources Overview of identified English-speaking Social Media Sources Photos & comments on flickr give insights that go “beyond words” www.flickr.com Members: ~ 7 million Pictures: several million Threads: 54,126 English-speaking foto-community: Shared pictures, reviews and comments on everything from holiday pictures to photographic art and the documentation of food & drink recipes In Food Blogs valuable experiences, recipes and tips are shared Numerous Blogs all about the love for food and traditional grand-ma style related dishes. Pusheing the exchange of recipes and tipps on the blog.
  17. 17. Data Analysis and Insights Making Sense of unstructured Data
  18. 18. Data Analysis and Insights Making Sense of unstructured Data
  19. 19. Data Analysis and Insights Making Sense of unstructured Data Insight Insight Insight
  20. 20. Consumer Insights I Home-Made As my mother and grandma did when I was a child, I love to treat my family with home-made iced tea or lemonades on weekends in summer. I think it„s cheaper and better to make these drinks myself. Also I know what„s in there and I can just adjust my recipe to my favorite ingredients like honey, lime and mint. I think it‟s quick and easy to make beverages at home, but my sister for example hates squeezing lemons.
  21. 21. Consumer Insights I Home-Made Discussed DIY-Recipes…
  22. 22. Consumer Insights I Home-Made • Family and childhood: Home-made lemonade and Iced Tea remind people of their happy childhood. • Taking care: There is a connection to taking care and doing something good to friends, guests or family. Often it is made for BBQ, children‟s birthday parties or on a hot summer holiday at home in the garden. Six major motives for DIY preparation of citrus drinks could be derived from consumer dialogues: 1. Taste: “home-made tastes best!” 2. Customization: Consumers modify recipes regarding carbonated or uncarbonated, the amount of juice, the type and amount of sweetener or adding extra ingredients such as mint. 3. Natural: Home-made citrus drinks are perceived as healthier and cheaper than industrial sodas. For DIY drinks it seems to be a plus for consumers to know the ingredients of their drink. 4. Tolerability: Health conscious and allergic consumers can use the type of sweetener they prefer and adapt the amount of sugar, honey, stevia or agave syrup to their personal taste 5. Easyness: In most recipes, consumers state that lemonades and iced-teas are easy and quick to make. 6. Value for money: The simple dislike of supermarket drinks or the wish to copy existing drinks in a cheaper version can be another reason that drives consumers to make their own citrusy drink at home. 4 major groups of preparation methods for citrus drinks were identified from user recipes: – Simply poring together water or tea, fruit juice and sugar in a glass or jug. – Making a fruit juice- sugar syrup that can be stored in the fridge and is mixed to taste with some water. – Blending whole fruits with water & sugar, strain the peel & fill into a jug to get a bit bitter lemonade. – Getting flavored water by simply letting fruit slices & herbs sit in water to let the water absorb the fruit flavor.
  23. 23. Food Market Perspectives Partners in delivering relevant Taste Solutions to Consumers Symrise Consumer & Symrise Customer Winning customer´s market needs platforms needs brands solutions INNOVATION IS A JOINT JOURNEY … BENEFITS OF LISTENING TO SOCIAL MEDIA… Fresh Innovative Awareness Customer Customer Insights and Taste & innovative Satisfaction & Brand Trends Platforms Positioning & Retention Intimacy
  24. 24. Thank You! Social Media Research and Netnography is a great Steffen Hück starting point for doing research, because it is: - explorative, due to flexible research design Project Manager Innovation Research HYVE AG - unobtrusive, due to passive observation www.hyve.de - fresh & inspirational, due to highly involved users steffen.hueck@hyve.de twitter.com/netnoblography Social Media Research and Netnography is not Cornelia Lichter limited to B2C Companies. It also can be applied for many B2B Companies. Often it is only a question of Marketing Director Beverages EAME openness and market perspective. Symrise AG www.symrise.com cornelia.lichter@symrise.com

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