SlideShare uma empresa Scribd logo

Netnography webinar

A variation of a presentation used for a webinar

1 de 55
Baixar para ler offline
Email: suresh.sood@uts.edu.au
     LinkedIn: sureshsood
       Skype: sureshsood
         Twitter: soody
Google +: http://gplus.to/Soody
Netnography webinar
Agenda
1.   What’s in a name?

2.   Characteristics of web/net/virtual studies

3.   Social media

4.   Kozinets rules of practice and key steps for Netnography including coding

5.   Importance of social listening and keywords

6.   Insight aggregation tools

7.   Case study vignettes e.g. Pringles and iPhone 4S

8.   Why Netnography?
What’s in a name ?
• Webnography => web and ethnography
• Virtual ethnography => virtual online as site of research
• Netnography (Kozinets 2010;2002)
    – Systematic approach is specific about how to start project and analyse data.
    – Ethics
    – Member checking whereby participant is given opportunity to comment on
      the user generated content they created and provide feedback




                                                                                                                      References:
                    Kozinets, R. V. (2010). Netnography. Doing ethnographic research online. Thousand Oaks, CA: Sage Publications.
       Kozinets, Robert V. (2002), “The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities,”
                                                                              Journal of Marketing Research, 39 (February), 61-72.
Characteristics of Web/Net/Virtual Studies in 2012
•    Getting answers without asking questions using “found” data (UGC) e.g. Tweets or Instagram photos
•    Answers to questions not asked
•    Naturally occurring conversations online in forums, social networks, blogs etc.
•    Traces of consumer Identity (who and where they belong)
•    Subjective and emotional aspects of consumer experiences (phenomenological study)
•    Lived experiences (emic perspective) and how consumers use products in day-to-day lives
•    Preserves voice of consumer in natural settings including humour
•    Rich “Geertezian” thick description cultural consumer insights building on multi structured data
•    Strong elements of qualitative analysis and interpretation
•    Top down & bottom up with content analysis and text analytics/multimedia analysis
•    Social media centricity with consumers connecting, sharing, and engaging in first person stories of feelings
     about brands, meanings and lifestyle
•    Unit of analysis conversations # participant
•    Big data
•    Consumer is not passive but an active creator of brand meanings and content
•    Ideal starting point for market research triangulation
•    Social media netnography
•    Reduces Hawthorne effects (people acting differently when being observed by an external observer)
•    Absence of researcher gaze (external observer with a selective perception and interpretation)
•    Maintains the cultural, lived, empirical quality of the research
•    B2B or B2C
What is different about social media for the researcher?

1.   Authenticity
2.   Advocacy
3.   Marketing is real time conversations and feedback
4.   Brand is the conversations
Anúncio

Recomendados

Doing Grounded Thoery
Doing Grounded ThoeryDoing Grounded Thoery
Doing Grounded ThoeryLeo Casey
 
Ethnography
EthnographyEthnography
Ethnographycprouty
 
Qualitative Methods: Ethnography & Participant Observation
Qualitative Methods: Ethnography & Participant ObservationQualitative Methods: Ethnography & Participant Observation
Qualitative Methods: Ethnography & Participant ObservationAmelia Cole
 
FGD as a method of data collection.jan 15
FGD as a method of data collection.jan 15FGD as a method of data collection.jan 15
FGD as a method of data collection.jan 15Devi Prasad
 
Grounded Theory & Hermeneutic approaches.pptx
Grounded Theory & Hermeneutic approaches.pptxGrounded Theory & Hermeneutic approaches.pptx
Grounded Theory & Hermeneutic approaches.pptxOmarMayan1
 

Mais conteúdo relacionado

Mais procurados

Qualitative research method
Qualitative research methodQualitative research method
Qualitative research methodmetalkid132
 
Qualitative analysis boot camp final presentation slides
Qualitative analysis boot camp final presentation slidesQualitative analysis boot camp final presentation slides
Qualitative analysis boot camp final presentation slidesAlexandra Howson MA, PhD, CHCP
 
Qualitative research technique
Qualitative research techniqueQualitative research technique
Qualitative research techniqueRohit Kumar
 
Qualitative Data Analysis Using NVivo: An Introduction Workshop
Qualitative Data Analysis Using NVivo: An Introduction WorkshopQualitative Data Analysis Using NVivo: An Introduction Workshop
Qualitative Data Analysis Using NVivo: An Introduction WorkshopBrenda Cecilia Padilla Rodríguez
 
Focus Group interview - qualitative research
Focus Group interview - qualitative research Focus Group interview - qualitative research
Focus Group interview - qualitative research Alvis Loo
 
QUALITATIVE RESEARCH
QUALITATIVE RESEARCHQUALITATIVE RESEARCH
QUALITATIVE RESEARCHANUKU2
 
How to write the impact sections of a Horizon Europe proposal
How to write the impact sections of a Horizon Europe proposalHow to write the impact sections of a Horizon Europe proposal
How to write the impact sections of a Horizon Europe proposalMark Reed
 
Fgd presentation 7 dec 2011- sita
Fgd presentation  7 dec 2011- sitaFgd presentation  7 dec 2011- sita
Fgd presentation 7 dec 2011- sitaKriti Khurana
 
Qualitative research by Dr. Subraham Pany
Qualitative research by Dr. Subraham PanyQualitative research by Dr. Subraham Pany
Qualitative research by Dr. Subraham PanySubraham Pany
 
Types of exploratory research design
Types of exploratory research designTypes of exploratory research design
Types of exploratory research designZara Imran
 
Statement of Research Interests
Statement of Research InterestsStatement of Research Interests
Statement of Research Interestsadil raja
 

Mais procurados (20)

Qualitative research method
Qualitative research methodQualitative research method
Qualitative research method
 
Qualitative analysis boot camp final presentation slides
Qualitative analysis boot camp final presentation slidesQualitative analysis boot camp final presentation slides
Qualitative analysis boot camp final presentation slides
 
Qualitative research technique
Qualitative research techniqueQualitative research technique
Qualitative research technique
 
Grounded Theory
Grounded TheoryGrounded Theory
Grounded Theory
 
Qualitative Data Analysis Using NVivo: An Introduction Workshop
Qualitative Data Analysis Using NVivo: An Introduction WorkshopQualitative Data Analysis Using NVivo: An Introduction Workshop
Qualitative Data Analysis Using NVivo: An Introduction Workshop
 
Ethnography
EthnographyEthnography
Ethnography
 
Focus Group interview - qualitative research
Focus Group interview - qualitative research Focus Group interview - qualitative research
Focus Group interview - qualitative research
 
QUALITATIVE RESEARCH
QUALITATIVE RESEARCHQUALITATIVE RESEARCH
QUALITATIVE RESEARCH
 
Case Study Research Methods
Case Study Research MethodsCase Study Research Methods
Case Study Research Methods
 
Ethnographic Research
Ethnographic ResearchEthnographic Research
Ethnographic Research
 
How to write the impact sections of a Horizon Europe proposal
How to write the impact sections of a Horizon Europe proposalHow to write the impact sections of a Horizon Europe proposal
How to write the impact sections of a Horizon Europe proposal
 
Fgd presentation 7 dec 2011- sita
Fgd presentation  7 dec 2011- sitaFgd presentation  7 dec 2011- sita
Fgd presentation 7 dec 2011- sita
 
Qualitative research by Dr. Subraham Pany
Qualitative research by Dr. Subraham PanyQualitative research by Dr. Subraham Pany
Qualitative research by Dr. Subraham Pany
 
Types of exploratory research design
Types of exploratory research designTypes of exploratory research design
Types of exploratory research design
 
Survey Research
Survey ResearchSurvey Research
Survey Research
 
Ethnographic research (2)
Ethnographic research (2)Ethnographic research (2)
Ethnographic research (2)
 
Mixed method research
Mixed method researchMixed method research
Mixed method research
 
qualitative research
qualitative researchqualitative research
qualitative research
 
Grounded Theory Introduction
Grounded Theory Introduction Grounded Theory Introduction
Grounded Theory Introduction
 
Statement of Research Interests
Statement of Research InterestsStatement of Research Interests
Statement of Research Interests
 

Destaque

Netnography - Theory & How-To's
Netnography - Theory & How-To'sNetnography - Theory & How-To's
Netnography - Theory & How-To'sTony Yu
 
A Brief Introduction to Netnography
A Brief Introduction to NetnographyA Brief Introduction to Netnography
A Brief Introduction to NetnographyMemo Institut
 
Netnography
NetnographyNetnography
Netnographybchaboud
 
UPDATED Netnography Case Study on Listerine by NetBase
UPDATED Netnography Case Study on Listerine by NetBaseUPDATED Netnography Case Study on Listerine by NetBase
UPDATED Netnography Case Study on Listerine by NetBaseNetBase
 
What is social media research (Netnography + insight communities)
What is social media research (Netnography + insight communities)What is social media research (Netnography + insight communities)
What is social media research (Netnography + insight communities)nous sommes vivants
 
Netnography and Research Ethics: From ACR 2015 Doctoral Symposium
Netnography and Research Ethics: From ACR 2015 Doctoral SymposiumNetnography and Research Ethics: From ACR 2015 Doctoral Symposium
Netnography and Research Ethics: From ACR 2015 Doctoral SymposiumUniversity of Southern California
 
NETNOGRAPHY vs. Web Monitoring = “Qual. VS Quant. ?”
NETNOGRAPHY vs. Web Monitoring = “Qual. VS Quant. ?”NETNOGRAPHY vs. Web Monitoring = “Qual. VS Quant. ?”
NETNOGRAPHY vs. Web Monitoring = “Qual. VS Quant. ?”Steffen Hück
 
DE: Hahnemühle Digital FineArt Papiere mit Büttenrand
DE: Hahnemühle Digital FineArt Papiere mit BüttenrandDE: Hahnemühle Digital FineArt Papiere mit Büttenrand
DE: Hahnemühle Digital FineArt Papiere mit BüttenrandHahnemühle FineArt GmbH
 
Actividades, juegos de matemáticas.
Actividades, juegos de matemáticas.Actividades, juegos de matemáticas.
Actividades, juegos de matemáticas.Salvador Yañez Cano
 
Zona Gamer - Inscripciones, reglas y demas
Zona Gamer - Inscripciones, reglas y demasZona Gamer - Inscripciones, reglas y demas
Zona Gamer - Inscripciones, reglas y demasDante Kofg
 
Netnography - Insights2.0 derived from Online-Communities
Netnography - Insights2.0 derived from Online-CommunitiesNetnography - Insights2.0 derived from Online-Communities
Netnography - Insights2.0 derived from Online-CommunitiesSteffen Hück
 
Market data collection methods
Market data collection methodsMarket data collection methods
Market data collection methodsThiago Magalhães
 
Netnography online course part 1 of 3 17 november 2016
Netnography online course part 1 of 3 17 november 2016Netnography online course part 1 of 3 17 november 2016
Netnography online course part 1 of 3 17 november 2016suresh sood
 

Destaque (20)

Netnography - Theory & How-To's
Netnography - Theory & How-To'sNetnography - Theory & How-To's
Netnography - Theory & How-To's
 
A Brief Introduction to Netnography
A Brief Introduction to NetnographyA Brief Introduction to Netnography
A Brief Introduction to Netnography
 
What is Netnography
What is NetnographyWhat is Netnography
What is Netnography
 
Netnography
NetnographyNetnography
Netnography
 
UPDATED Netnography Case Study on Listerine by NetBase
UPDATED Netnography Case Study on Listerine by NetBaseUPDATED Netnography Case Study on Listerine by NetBase
UPDATED Netnography Case Study on Listerine by NetBase
 
What is social media research (Netnography + insight communities)
What is social media research (Netnography + insight communities)What is social media research (Netnography + insight communities)
What is social media research (Netnography + insight communities)
 
Netnography and Research Ethics: From ACR 2015 Doctoral Symposium
Netnography and Research Ethics: From ACR 2015 Doctoral SymposiumNetnography and Research Ethics: From ACR 2015 Doctoral Symposium
Netnography and Research Ethics: From ACR 2015 Doctoral Symposium
 
NETNOGRAPHY vs. Web Monitoring = “Qual. VS Quant. ?”
NETNOGRAPHY vs. Web Monitoring = “Qual. VS Quant. ?”NETNOGRAPHY vs. Web Monitoring = “Qual. VS Quant. ?”
NETNOGRAPHY vs. Web Monitoring = “Qual. VS Quant. ?”
 
Pendrive
PendrivePendrive
Pendrive
 
DE: Hahnemühle Digital FineArt Papiere mit Büttenrand
DE: Hahnemühle Digital FineArt Papiere mit BüttenrandDE: Hahnemühle Digital FineArt Papiere mit Büttenrand
DE: Hahnemühle Digital FineArt Papiere mit Büttenrand
 
Actividades, juegos de matemáticas.
Actividades, juegos de matemáticas.Actividades, juegos de matemáticas.
Actividades, juegos de matemáticas.
 
Salesforce Bilbao Elevate '15 - 3rd developer workshop
Salesforce Bilbao Elevate '15 - 3rd developer workshopSalesforce Bilbao Elevate '15 - 3rd developer workshop
Salesforce Bilbao Elevate '15 - 3rd developer workshop
 
Recull Wikis FMTAC
Recull Wikis FMTACRecull Wikis FMTAC
Recull Wikis FMTAC
 
Biblioteca Veleta IES Virgen de las Nieves (Granada)
Biblioteca Veleta IES Virgen de las Nieves (Granada)Biblioteca Veleta IES Virgen de las Nieves (Granada)
Biblioteca Veleta IES Virgen de las Nieves (Granada)
 
Zona Gamer - Inscripciones, reglas y demas
Zona Gamer - Inscripciones, reglas y demasZona Gamer - Inscripciones, reglas y demas
Zona Gamer - Inscripciones, reglas y demas
 
Netnography - Insights2.0 derived from Online-Communities
Netnography - Insights2.0 derived from Online-CommunitiesNetnography - Insights2.0 derived from Online-Communities
Netnography - Insights2.0 derived from Online-Communities
 
Market data collection methods
Market data collection methodsMarket data collection methods
Market data collection methods
 
Netnography on Pringles
Netnography on PringlesNetnography on Pringles
Netnography on Pringles
 
Menhir, cueva y cabaña
Menhir, cueva y     cabañaMenhir, cueva y     cabaña
Menhir, cueva y cabaña
 
Netnography online course part 1 of 3 17 november 2016
Netnography online course part 1 of 3 17 november 2016Netnography online course part 1 of 3 17 november 2016
Netnography online course part 1 of 3 17 november 2016
 

Semelhante a Netnography webinar

Social Media, Social Science and Research Ethics
Social Media, Social Science and Research EthicsSocial Media, Social Science and Research Ethics
Social Media, Social Science and Research EthicsTheSRAOrg
 
EDRD *6000 Netnography & eFieldnotes
EDRD *6000 Netnography & eFieldnotesEDRD *6000 Netnography & eFieldnotes
EDRD *6000 Netnography & eFieldnotesS.R. Page
 
Studying information behavior: The Many Faces of Digital Visitors and Residents
Studying information behavior: The Many Faces of Digital Visitors and ResidentsStudying information behavior: The Many Faces of Digital Visitors and Residents
Studying information behavior: The Many Faces of Digital Visitors and ResidentsLynn Connaway
 
Studying information behavior: The Many Faces of Digital Visitors and Residents
Studying information behavior: The Many Faces of Digital Visitors and ResidentsStudying information behavior: The Many Faces of Digital Visitors and Residents
Studying information behavior: The Many Faces of Digital Visitors and ResidentsOCLC
 
Edirisingha ethics unisa2012_12_june2012
Edirisingha ethics unisa2012_12_june2012Edirisingha ethics unisa2012_12_june2012
Edirisingha ethics unisa2012_12_june2012Palitha Edirisingha
 
Online Communities in Citizen Science
Online Communities in Citizen ScienceOnline Communities in Citizen Science
Online Communities in Citizen ScienceAndrea Wiggins
 
Communications strategy and social media for reseachers
Communications strategy and social media for reseachersCommunications strategy and social media for reseachers
Communications strategy and social media for reseachersJames Georgalakis
 
Introduction to Information Architecture & Design - 3/19/16
Introduction to Information Architecture & Design - 3/19/16Introduction to Information Architecture & Design - 3/19/16
Introduction to Information Architecture & Design - 3/19/16Robert Stribley
 
Exploring Research Opportunities in the Digital Era
Exploring Research Opportunities in the Digital EraExploring Research Opportunities in the Digital Era
Exploring Research Opportunities in the Digital EraTogar Simatupang
 
Blurring the Boundaries? Ethical challenges in using social media for social...
Blurring the Boundaries? Ethical challenges in using social media for social...Blurring the Boundaries? Ethical challenges in using social media for social...
Blurring the Boundaries? Ethical challenges in using social media for social...Kandy Woodfield
 
Thesis PROPOSAL Defense Presentation - March 26
Thesis PROPOSAL Defense Presentation - March 26 Thesis PROPOSAL Defense Presentation - March 26
Thesis PROPOSAL Defense Presentation - March 26 Hermes Huang
 
Introduction to Information Architecture & Design - 6/25/16
Introduction to Information Architecture & Design - 6/25/16Introduction to Information Architecture & Design - 6/25/16
Introduction to Information Architecture & Design - 6/25/16Robert Stribley
 
Internet Research Ethics CSSWS2015 Tutorial
Internet Research Ethics CSSWS2015 TutorialInternet Research Ethics CSSWS2015 Tutorial
Internet Research Ethics CSSWS2015 TutorialKa_Kinder
 
Summer Social Webshop: Technology-Mediated Social Participation
Summer Social Webshop: Technology-Mediated Social ParticipationSummer Social Webshop: Technology-Mediated Social Participation
Summer Social Webshop: Technology-Mediated Social ParticipationUniversity of Maryland
 
EDRD*6000 - SlideShare Presentation - Paul Simon
EDRD*6000 - SlideShare Presentation - Paul SimonEDRD*6000 - SlideShare Presentation - Paul Simon
EDRD*6000 - SlideShare Presentation - Paul SimonPaul Simon
 
Anything Goes?! Ethical Dimensions of Online Research
Anything Goes?! Ethical Dimensions of Online ResearchAnything Goes?! Ethical Dimensions of Online Research
Anything Goes?! Ethical Dimensions of Online ResearchNele Heise
 
Social media and researchers: Josipa Crnic Deakin University
Social media and researchers: Josipa Crnic Deakin University Social media and researchers: Josipa Crnic Deakin University
Social media and researchers: Josipa Crnic Deakin University therese nolan-brown
 
Crowdsourced biological science - edinburgh
Crowdsourced biological science - edinburghCrowdsourced biological science - edinburgh
Crowdsourced biological science - edinburghErinma Ochu
 
Working with Social Media Data: Ethics & good practice around collecting, usi...
Working with Social Media Data: Ethics & good practice around collecting, usi...Working with Social Media Data: Ethics & good practice around collecting, usi...
Working with Social Media Data: Ethics & good practice around collecting, usi...Nicola Osborne
 

Semelhante a Netnography webinar (20)

Oess NCRM Festival
Oess NCRM FestivalOess NCRM Festival
Oess NCRM Festival
 
Social Media, Social Science and Research Ethics
Social Media, Social Science and Research EthicsSocial Media, Social Science and Research Ethics
Social Media, Social Science and Research Ethics
 
EDRD *6000 Netnography & eFieldnotes
EDRD *6000 Netnography & eFieldnotesEDRD *6000 Netnography & eFieldnotes
EDRD *6000 Netnography & eFieldnotes
 
Studying information behavior: The Many Faces of Digital Visitors and Residents
Studying information behavior: The Many Faces of Digital Visitors and ResidentsStudying information behavior: The Many Faces of Digital Visitors and Residents
Studying information behavior: The Many Faces of Digital Visitors and Residents
 
Studying information behavior: The Many Faces of Digital Visitors and Residents
Studying information behavior: The Many Faces of Digital Visitors and ResidentsStudying information behavior: The Many Faces of Digital Visitors and Residents
Studying information behavior: The Many Faces of Digital Visitors and Residents
 
Edirisingha ethics unisa2012_12_june2012
Edirisingha ethics unisa2012_12_june2012Edirisingha ethics unisa2012_12_june2012
Edirisingha ethics unisa2012_12_june2012
 
Online Communities in Citizen Science
Online Communities in Citizen ScienceOnline Communities in Citizen Science
Online Communities in Citizen Science
 
Communications strategy and social media for reseachers
Communications strategy and social media for reseachersCommunications strategy and social media for reseachers
Communications strategy and social media for reseachers
 
Introduction to Information Architecture & Design - 3/19/16
Introduction to Information Architecture & Design - 3/19/16Introduction to Information Architecture & Design - 3/19/16
Introduction to Information Architecture & Design - 3/19/16
 
Exploring Research Opportunities in the Digital Era
Exploring Research Opportunities in the Digital EraExploring Research Opportunities in the Digital Era
Exploring Research Opportunities in the Digital Era
 
Blurring the Boundaries? Ethical challenges in using social media for social...
Blurring the Boundaries? Ethical challenges in using social media for social...Blurring the Boundaries? Ethical challenges in using social media for social...
Blurring the Boundaries? Ethical challenges in using social media for social...
 
Thesis PROPOSAL Defense Presentation - March 26
Thesis PROPOSAL Defense Presentation - March 26 Thesis PROPOSAL Defense Presentation - March 26
Thesis PROPOSAL Defense Presentation - March 26
 
Introduction to Information Architecture & Design - 6/25/16
Introduction to Information Architecture & Design - 6/25/16Introduction to Information Architecture & Design - 6/25/16
Introduction to Information Architecture & Design - 6/25/16
 
Internet Research Ethics CSSWS2015 Tutorial
Internet Research Ethics CSSWS2015 TutorialInternet Research Ethics CSSWS2015 Tutorial
Internet Research Ethics CSSWS2015 Tutorial
 
Summer Social Webshop: Technology-Mediated Social Participation
Summer Social Webshop: Technology-Mediated Social ParticipationSummer Social Webshop: Technology-Mediated Social Participation
Summer Social Webshop: Technology-Mediated Social Participation
 
EDRD*6000 - SlideShare Presentation - Paul Simon
EDRD*6000 - SlideShare Presentation - Paul SimonEDRD*6000 - SlideShare Presentation - Paul Simon
EDRD*6000 - SlideShare Presentation - Paul Simon
 
Anything Goes?! Ethical Dimensions of Online Research
Anything Goes?! Ethical Dimensions of Online ResearchAnything Goes?! Ethical Dimensions of Online Research
Anything Goes?! Ethical Dimensions of Online Research
 
Social media and researchers: Josipa Crnic Deakin University
Social media and researchers: Josipa Crnic Deakin University Social media and researchers: Josipa Crnic Deakin University
Social media and researchers: Josipa Crnic Deakin University
 
Crowdsourced biological science - edinburgh
Crowdsourced biological science - edinburghCrowdsourced biological science - edinburgh
Crowdsourced biological science - edinburgh
 
Working with Social Media Data: Ethics & good practice around collecting, usi...
Working with Social Media Data: Ethics & good practice around collecting, usi...Working with Social Media Data: Ethics & good practice around collecting, usi...
Working with Social Media Data: Ethics & good practice around collecting, usi...
 

Mais de suresh sood

Getting to the Edge of the Future - Tools & Trends of Foresight to Nowcasting
Getting to the Edge of the Future - Tools & Trends of Foresight to NowcastingGetting to the Edge of the Future - Tools & Trends of Foresight to Nowcasting
Getting to the Edge of the Future - Tools & Trends of Foresight to Nowcastingsuresh sood
 
Data Science Innovations
Data Science InnovationsData Science Innovations
Data Science Innovationssuresh sood
 
Foresight conversation
Foresight conversationForesight conversation
Foresight conversationsuresh sood
 
Data science Innovations January 2018
Data science Innovations January 2018Data science Innovations January 2018
Data science Innovations January 2018suresh sood
 
Data science innovations
Data science innovations Data science innovations
Data science innovations suresh sood
 
Data Science Innovations : Democratisation of Data and Data Science
Data Science Innovations : Democratisation of Data and Data Science  Data Science Innovations : Democratisation of Data and Data Science
Data Science Innovations : Democratisation of Data and Data Science suresh sood
 
Beyond dashboards
Beyond dashboardsBeyond dashboards
Beyond dashboardssuresh sood
 
Foresight Analytics
Foresight AnalyticsForesight Analytics
Foresight Analyticssuresh sood
 
Systemof insight
Systemof insightSystemof insight
Systemof insightsuresh sood
 
Future of jobs, big data & innovation
Future of jobs, big data & innovation Future of jobs, big data & innovation
Future of jobs, big data & innovation suresh sood
 
Spark Social Media
Spark Social Media Spark Social Media
Spark Social Media suresh sood
 
Bigdatacooltools
BigdatacooltoolsBigdatacooltools
Bigdatacooltoolssuresh sood
 

Mais de suresh sood (20)

Getting to the Edge of the Future - Tools & Trends of Foresight to Nowcasting
Getting to the Edge of the Future - Tools & Trends of Foresight to NowcastingGetting to the Edge of the Future - Tools & Trends of Foresight to Nowcasting
Getting to the Edge of the Future - Tools & Trends of Foresight to Nowcasting
 
Bigdata AI
Bigdata AI Bigdata AI
Bigdata AI
 
Bigdata ai
Bigdata aiBigdata ai
Bigdata ai
 
Data Science Innovations
Data Science InnovationsData Science Innovations
Data Science Innovations
 
Foresight conversation
Foresight conversationForesight conversation
Foresight conversation
 
Data science Innovations January 2018
Data science Innovations January 2018Data science Innovations January 2018
Data science Innovations January 2018
 
future2020
future2020future2020
future2020
 
Data science innovations
Data science innovations Data science innovations
Data science innovations
 
Data Science Innovations : Democratisation of Data and Data Science
Data Science Innovations : Democratisation of Data and Data Science  Data Science Innovations : Democratisation of Data and Data Science
Data Science Innovations : Democratisation of Data and Data Science
 
Swarm jobs
Swarm jobsSwarm jobs
Swarm jobs
 
Beyond dashboards
Beyond dashboardsBeyond dashboards
Beyond dashboards
 
Foresight Analytics
Foresight AnalyticsForesight Analytics
Foresight Analytics
 
Systemof insight
Systemof insightSystemof insight
Systemof insight
 
TPA
TPATPA
TPA
 
Datapreneurs
DatapreneursDatapreneurs
Datapreneurs
 
Future of jobs, big data & innovation
Future of jobs, big data & innovation Future of jobs, big data & innovation
Future of jobs, big data & innovation
 
Jobs Complexity
Jobs ComplexityJobs Complexity
Jobs Complexity
 
Spark Social Media
Spark Social Media Spark Social Media
Spark Social Media
 
Bigdatacooltools
BigdatacooltoolsBigdatacooltools
Bigdatacooltools
 
Spark
SparkSpark
Spark
 

Último

A LABORATORY MANUAL FOR ORGANIC CHEMISTRY.pdf
A LABORATORY MANUAL FOR ORGANIC CHEMISTRY.pdfA LABORATORY MANUAL FOR ORGANIC CHEMISTRY.pdf
A LABORATORY MANUAL FOR ORGANIC CHEMISTRY.pdfDr.M.Geethavani
 
Practical Research 1: Qualitative Research and Its Importance in Daily Life.pptx
Practical Research 1: Qualitative Research and Its Importance in Daily Life.pptxPractical Research 1: Qualitative Research and Its Importance in Daily Life.pptx
Practical Research 1: Qualitative Research and Its Importance in Daily Life.pptxKatherine Villaluna
 
catch-up-friday-ARALING PNLIPUNAN SOCIAL JUSTICE AND HUMAN RIGHTS
catch-up-friday-ARALING PNLIPUNAN SOCIAL JUSTICE AND HUMAN RIGHTScatch-up-friday-ARALING PNLIPUNAN SOCIAL JUSTICE AND HUMAN RIGHTS
catch-up-friday-ARALING PNLIPUNAN SOCIAL JUSTICE AND HUMAN RIGHTSCarlaNicolas7
 
BTKi in Treatment Of Chronic Lymphocytic Leukemia
BTKi in Treatment Of Chronic Lymphocytic LeukemiaBTKi in Treatment Of Chronic Lymphocytic Leukemia
BTKi in Treatment Of Chronic Lymphocytic LeukemiaFaheema Hasan
 
skeletal system details with joints and its types
skeletal system details with joints and its typesskeletal system details with joints and its types
skeletal system details with joints and its typesMinaxi patil. CATALLYST
 
11 CI SINIF SINAQLARI - 5-2023-Aynura-Hamidova.pdf
11 CI SINIF SINAQLARI - 5-2023-Aynura-Hamidova.pdf11 CI SINIF SINAQLARI - 5-2023-Aynura-Hamidova.pdf
11 CI SINIF SINAQLARI - 5-2023-Aynura-Hamidova.pdfAynouraHamidova
 
Ideotype concept and climate resilient crop varieties for future- Wheat, Rice...
Ideotype concept and climate resilient crop varieties for future- Wheat, Rice...Ideotype concept and climate resilient crop varieties for future- Wheat, Rice...
Ideotype concept and climate resilient crop varieties for future- Wheat, Rice...AKSHAYMAGAR17
 
SOCIAL JUSTICE LESSON ON CATCH UP FRIDAY
SOCIAL JUSTICE LESSON ON CATCH UP FRIDAYSOCIAL JUSTICE LESSON ON CATCH UP FRIDAY
SOCIAL JUSTICE LESSON ON CATCH UP FRIDAYGloriaRamos83
 
2.20.24 The March on Washington for Jobs and Freedom.pptx
2.20.24 The March on Washington for Jobs and Freedom.pptx2.20.24 The March on Washington for Jobs and Freedom.pptx
2.20.24 The March on Washington for Jobs and Freedom.pptxMaryPotorti1
 
New Features in the Odoo 17 Sales Module
New Features in  the Odoo 17 Sales ModuleNew Features in  the Odoo 17 Sales Module
New Features in the Odoo 17 Sales ModuleCeline George
 
2.22.24 Black Nationalism and the Nation of Islam.pptx
2.22.24 Black Nationalism and the Nation of Islam.pptx2.22.24 Black Nationalism and the Nation of Islam.pptx
2.22.24 Black Nationalism and the Nation of Islam.pptxMaryPotorti1
 
Creative, Technical, and Academic Writing
Creative, Technical, and Academic WritingCreative, Technical, and Academic Writing
Creative, Technical, and Academic WritingMYDA ANGELICA SUAN
 
Writing Agony Letter & If type O+1 & Diphthongs + Text “Arab Science”.pdf
Writing Agony Letter & If type O+1 & Diphthongs + Text “Arab Science”.pdfWriting Agony Letter & If type O+1 & Diphthongs + Text “Arab Science”.pdf
Writing Agony Letter & If type O+1 & Diphthongs + Text “Arab Science”.pdfMr Bounab Samir
 
Overview of Databases and Data Modelling-1.pdf
Overview of Databases and Data Modelling-1.pdfOverview of Databases and Data Modelling-1.pdf
Overview of Databases and Data Modelling-1.pdfChristalin Nelson
 
DISCOURSE: TEXT AS CONNECTED DISCOURSE
DISCOURSE:   TEXT AS CONNECTED DISCOURSEDISCOURSE:   TEXT AS CONNECTED DISCOURSE
DISCOURSE: TEXT AS CONNECTED DISCOURSEMYDA ANGELICA SUAN
 
UniSC Moreton Bay Library self-guided tour
UniSC Moreton Bay Library self-guided tourUniSC Moreton Bay Library self-guided tour
UniSC Moreton Bay Library self-guided tourUSC_Library
 
Grades 7 to 8 Anti- OSAEC and CSAEM session.pptx
Grades 7 to 8 Anti- OSAEC and CSAEM session.pptxGrades 7 to 8 Anti- OSAEC and CSAEM session.pptx
Grades 7 to 8 Anti- OSAEC and CSAEM session.pptxGladysValencia13
 
Barrow Motor Ability Test - TEST, MEASUREMENT AND EVALUATION IN PHYSICAL EDUC...
Barrow Motor Ability Test - TEST, MEASUREMENT AND EVALUATION IN PHYSICAL EDUC...Barrow Motor Ability Test - TEST, MEASUREMENT AND EVALUATION IN PHYSICAL EDUC...
Barrow Motor Ability Test - TEST, MEASUREMENT AND EVALUATION IN PHYSICAL EDUC...Rabiya Husain
 

Último (20)

A LABORATORY MANUAL FOR ORGANIC CHEMISTRY.pdf
A LABORATORY MANUAL FOR ORGANIC CHEMISTRY.pdfA LABORATORY MANUAL FOR ORGANIC CHEMISTRY.pdf
A LABORATORY MANUAL FOR ORGANIC CHEMISTRY.pdf
 
Practical Research 1: Qualitative Research and Its Importance in Daily Life.pptx
Practical Research 1: Qualitative Research and Its Importance in Daily Life.pptxPractical Research 1: Qualitative Research and Its Importance in Daily Life.pptx
Practical Research 1: Qualitative Research and Its Importance in Daily Life.pptx
 
catch-up-friday-ARALING PNLIPUNAN SOCIAL JUSTICE AND HUMAN RIGHTS
catch-up-friday-ARALING PNLIPUNAN SOCIAL JUSTICE AND HUMAN RIGHTScatch-up-friday-ARALING PNLIPUNAN SOCIAL JUSTICE AND HUMAN RIGHTS
catch-up-friday-ARALING PNLIPUNAN SOCIAL JUSTICE AND HUMAN RIGHTS
 
first section physiology laboratory.pptx
first section physiology laboratory.pptxfirst section physiology laboratory.pptx
first section physiology laboratory.pptx
 
BTKi in Treatment Of Chronic Lymphocytic Leukemia
BTKi in Treatment Of Chronic Lymphocytic LeukemiaBTKi in Treatment Of Chronic Lymphocytic Leukemia
BTKi in Treatment Of Chronic Lymphocytic Leukemia
 
skeletal system details with joints and its types
skeletal system details with joints and its typesskeletal system details with joints and its types
skeletal system details with joints and its types
 
11 CI SINIF SINAQLARI - 5-2023-Aynura-Hamidova.pdf
11 CI SINIF SINAQLARI - 5-2023-Aynura-Hamidova.pdf11 CI SINIF SINAQLARI - 5-2023-Aynura-Hamidova.pdf
11 CI SINIF SINAQLARI - 5-2023-Aynura-Hamidova.pdf
 
Ideotype concept and climate resilient crop varieties for future- Wheat, Rice...
Ideotype concept and climate resilient crop varieties for future- Wheat, Rice...Ideotype concept and climate resilient crop varieties for future- Wheat, Rice...
Ideotype concept and climate resilient crop varieties for future- Wheat, Rice...
 
SOCIAL JUSTICE LESSON ON CATCH UP FRIDAY
SOCIAL JUSTICE LESSON ON CATCH UP FRIDAYSOCIAL JUSTICE LESSON ON CATCH UP FRIDAY
SOCIAL JUSTICE LESSON ON CATCH UP FRIDAY
 
Capter 5 Climate of Ethiopia and the Horn GeES 1011.pdf
Capter 5 Climate of Ethiopia and the Horn GeES 1011.pdfCapter 5 Climate of Ethiopia and the Horn GeES 1011.pdf
Capter 5 Climate of Ethiopia and the Horn GeES 1011.pdf
 
2.20.24 The March on Washington for Jobs and Freedom.pptx
2.20.24 The March on Washington for Jobs and Freedom.pptx2.20.24 The March on Washington for Jobs and Freedom.pptx
2.20.24 The March on Washington for Jobs and Freedom.pptx
 
New Features in the Odoo 17 Sales Module
New Features in  the Odoo 17 Sales ModuleNew Features in  the Odoo 17 Sales Module
New Features in the Odoo 17 Sales Module
 
2.22.24 Black Nationalism and the Nation of Islam.pptx
2.22.24 Black Nationalism and the Nation of Islam.pptx2.22.24 Black Nationalism and the Nation of Islam.pptx
2.22.24 Black Nationalism and the Nation of Islam.pptx
 
Creative, Technical, and Academic Writing
Creative, Technical, and Academic WritingCreative, Technical, and Academic Writing
Creative, Technical, and Academic Writing
 
Writing Agony Letter & If type O+1 & Diphthongs + Text “Arab Science”.pdf
Writing Agony Letter & If type O+1 & Diphthongs + Text “Arab Science”.pdfWriting Agony Letter & If type O+1 & Diphthongs + Text “Arab Science”.pdf
Writing Agony Letter & If type O+1 & Diphthongs + Text “Arab Science”.pdf
 
Overview of Databases and Data Modelling-1.pdf
Overview of Databases and Data Modelling-1.pdfOverview of Databases and Data Modelling-1.pdf
Overview of Databases and Data Modelling-1.pdf
 
DISCOURSE: TEXT AS CONNECTED DISCOURSE
DISCOURSE:   TEXT AS CONNECTED DISCOURSEDISCOURSE:   TEXT AS CONNECTED DISCOURSE
DISCOURSE: TEXT AS CONNECTED DISCOURSE
 
UniSC Moreton Bay Library self-guided tour
UniSC Moreton Bay Library self-guided tourUniSC Moreton Bay Library self-guided tour
UniSC Moreton Bay Library self-guided tour
 
Grades 7 to 8 Anti- OSAEC and CSAEM session.pptx
Grades 7 to 8 Anti- OSAEC and CSAEM session.pptxGrades 7 to 8 Anti- OSAEC and CSAEM session.pptx
Grades 7 to 8 Anti- OSAEC and CSAEM session.pptx
 
Barrow Motor Ability Test - TEST, MEASUREMENT AND EVALUATION IN PHYSICAL EDUC...
Barrow Motor Ability Test - TEST, MEASUREMENT AND EVALUATION IN PHYSICAL EDUC...Barrow Motor Ability Test - TEST, MEASUREMENT AND EVALUATION IN PHYSICAL EDUC...
Barrow Motor Ability Test - TEST, MEASUREMENT AND EVALUATION IN PHYSICAL EDUC...
 

Netnography webinar

  • 1. Email: suresh.sood@uts.edu.au LinkedIn: sureshsood Skype: sureshsood Twitter: soody Google +: http://gplus.to/Soody
  • 3. Agenda 1. What’s in a name? 2. Characteristics of web/net/virtual studies 3. Social media 4. Kozinets rules of practice and key steps for Netnography including coding 5. Importance of social listening and keywords 6. Insight aggregation tools 7. Case study vignettes e.g. Pringles and iPhone 4S 8. Why Netnography?
  • 4. What’s in a name ? • Webnography => web and ethnography • Virtual ethnography => virtual online as site of research • Netnography (Kozinets 2010;2002) – Systematic approach is specific about how to start project and analyse data. – Ethics – Member checking whereby participant is given opportunity to comment on the user generated content they created and provide feedback References: Kozinets, R. V. (2010). Netnography. Doing ethnographic research online. Thousand Oaks, CA: Sage Publications. Kozinets, Robert V. (2002), “The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities,” Journal of Marketing Research, 39 (February), 61-72.
  • 5. Characteristics of Web/Net/Virtual Studies in 2012 • Getting answers without asking questions using “found” data (UGC) e.g. Tweets or Instagram photos • Answers to questions not asked • Naturally occurring conversations online in forums, social networks, blogs etc. • Traces of consumer Identity (who and where they belong) • Subjective and emotional aspects of consumer experiences (phenomenological study) • Lived experiences (emic perspective) and how consumers use products in day-to-day lives • Preserves voice of consumer in natural settings including humour • Rich “Geertezian” thick description cultural consumer insights building on multi structured data • Strong elements of qualitative analysis and interpretation • Top down & bottom up with content analysis and text analytics/multimedia analysis • Social media centricity with consumers connecting, sharing, and engaging in first person stories of feelings about brands, meanings and lifestyle • Unit of analysis conversations # participant • Big data • Consumer is not passive but an active creator of brand meanings and content • Ideal starting point for market research triangulation • Social media netnography • Reduces Hawthorne effects (people acting differently when being observed by an external observer) • Absence of researcher gaze (external observer with a selective perception and interpretation) • Maintains the cultural, lived, empirical quality of the research • B2B or B2C
  • 6. What is different about social media for the researcher? 1. Authenticity 2. Advocacy 3. Marketing is real time conversations and feedback 4. Brand is the conversations
  • 7. March 2011 “Online Australians Shift To Social Networks” Most Online Australian Adults Use Social Media Regularly Increasing social media engagement 7
  • 8. July 2012 “Social Media Marketing In China” The Social Technographics Of Chinese Online Adults
  • 9. Netnography is Green! • Compare greenhouse gas (or GHG) emissions of the in-person focus group vs. online approach • In person energy usage: transporting participants and researchers using hotel space food • Findings with a large focus group (N= 20 participants), the in-person groups create almost 2.5 times as much GHG emissions vs. online. About one half of a metric ton of CO2 emissions per research project. • How much per research project? – 2 typical plane trips – shutting down a typical 10,000 square foot office for one day – avoiding nine typical business trips (1,100 miles) by car Source: “Avoided Carbon Emissions from Online Immersive Research” http://revelationglobal.com/learning-center/avoided-carbon-emissions-from-online-immersive-research/
  • 10. Kozinets – Rules of Netnography Practice 1. Entrée - Planning and identification of the research target : Definition of Research Questions, Social Media Sites or Topics of Investigation 2. Data Collection Two kinds of data to be gathered and contextualized: a) directly from the system b) from the interaction with users online 3. Interpretation/Analysis The gathered data is trustworthy, because we are trying to understand not the individual herself but her online behaviour. 4. Ensuring Ethical Standards Questions about anonymity and informed consent 5. Research representation The research should be presented to the users that contributed to the study in order to obtain feedback.
  • 11. Framing the Research Question Kozinets (2010) • Begin the research questions with the words “what” or “how” to convey an open-ended and emergent research design • Focus on a single phenomenon or concept • Use exploratory verbs such as “discover”, “understand”, “explore”,“describe”, or “report”. • Use open-ended questions.
  • 12. Kozinets (2002, p. 63) recommends the following method for netnographic studies: 1. e: formulation of research questions and identification of appropriate online for a for study 2. Data collection: direct copy from the computer-mediated communications of online community members and observations of the community and its members, interactions and meanings 3. Analysis and interpretation: classification, coding analysis and contextualization of communicative acts 4. Research ethics: “(1) The researcher should fully disclose his or her presence, affiliations, and intentions to online community members during any research; (2) the researchers should ensure confidentiality and anonymity of informants; and (3) the researchers should seek and incorporate feedback from members of the online community being researched... (4) The researcher should take a cautious position on the private-versus-public medium issue. This procedure requires the researcher to contact community members and to obtain their permission to use any specific postings that are to be directly quoted in the research” (Kozinets, 2002, p. 65; cf. Kozinets & Handelman, 1998). 5. Member checks: presentations of some or all final research report’s findings to the people who have been studied in order to solicit their comments. Kozinets, R.V. (2002), “The Field behind the Screen: Using Netnography for Marketing Research in Online Communities”, Journal of Marketing Research, Vol. XXXIX, pp.61-72.
  • 13. Ethical Guidelines for Netnography Research • Identify and Explain yourself fully disclosing presence, affiliations, and intentions to online community members during any research • Ask for permission to conduct research and collect data • Consult with ethics boards or legal experts if need be • If in doubt take a cautious position on the private-versus-public medium issue • Informed Consent through contacting community members and to obtain their permission to use any specific postings that are to be directly quoted in the research • Properly cite sources and protect participants from risk ensuring confidentiality and anonymity of informants Kozinets, R.V. (2002), “The Field behind the Screen: Using Netnography for Marketing Research in Online Communities”, Journal of Marketing Research, Vol. XXXIX, pp.61-72.
  • 14. Entrée – How are you going to come out of lurking ? (Kozinets, 2010) • Act like a new MEMBER (not a researcher) using the language and behaviour of community • Start contributing – Be social and give before you take • Be creative and interesting for the members increases chance of acceptance
  • 16. Key Steps (Kozinets 2010) Step 1: Definition of Research Questions, Social Media Sites or Topics to Investigate Step 2: Community Identification and Selection where do our consumers or businesses hang out online? Step 3: Community Participant-Observation (Engagement and Immersion) and Data Collection (Ensure Ethical Procedures) Step 4: Data Analysis and Iterative Interpretation of findings Step 5: Write, Present and Report Research findings
  • 17. Train of Thought Analysis • A bottom-up approach to letting the online conversation data speak • Understand emotions • Deep dive into themes • Perceptual process of discovery to uncover structure • Distinguish patterns,structure, relationships and anomalies • Colour code the knowledge • Researcher can spot irregularities • Not sure why but where does this lead • Harnesses the power of the human mind Data Information Knowledge
  • 18. Data analysis technique - Analytical coding (Kozinets 2010) • Coding: labeling to general phenomenon • Noting: reflection on data • Abstracting: identifying similarities and sequences and differences of interaction • Checking & Refining: return to the field to check and refine existing understanding of patterns, differences, commonalities • Generalizing: elaborate a small set of generalization that cover or explain the consistencies in the dataset • Theorizing: construct theory from the findings • The goal here is to achieve an explanation of consistency in data
  • 19. Coding Schema for Netnographic Analysis (Davis, P. 2011/2012) of User Generated online community (~6,470 registered users and 449 users online on day of study) www.bomberblitz.com for supporters of the Essendon Football Club (EFC) Content of posts coded in Nvivo8 using Dholakia, Bagozzi & Pearo (2004) motivations to participate in online community typology “Did we beat them last week?? Did we Purposive value “I'm going to...suggest beat Geelong? Did we beat GC by over that Gumby should be in Social Enhancement 100pts?? We have this weekend as a sub.” – Information gathering (15) every right to bag them.” – Information providing (26) – Override opinion/disprove others (14) – Generating idea (20) – Acceptance gained (30) – Solution to a problem (1) – Depth knowledge (14) – Influence others (20) – Acceptance seeking (8) – Establishing personal credibility/expert status(4) Maintaining Interpersonal Interconnectivity – Belittling others’ opinions (6) “I remember that game – Reference to specific individual (6) well - sitting behind the – Off-topic conversation (16) goals at the Ponsford end • Entertainment (which was the wrong end – Gratitude /agreement (8) for that 4th quarter). “I hear that his position – Like-minded people (13) Essendon NEVER gave up at the Pies next year back in those days, and so – Humorous pictures (1) involves hugging players – Reference to group (3) we stayed on with a little – Jocular remarks (30) after Buckley loses them – Personal stories/experiences (13) bit of belief.” consecutive GF's.” – Recognition of humour (8) – Games (1) Self Discovery – Enjoyment emoticons (4) “I defy anyone to convince – Sarcastic humour (8) me that Mick wouldn't be coaching the pies next year – Learning about others (8) for any reason other than the – Help understand ideas (4) buckley/2 year contract.” – Help form opinion (4) Note: Numbers represent number of posts on topic Source: Davis, P. 2011, Netnographic Analysis of User Generated Online Communities, Australia and New Zealand Marketing Academy
  • 20. Coding Schema for Netnographic Exploration (Perkins, A. 2010) of Online Fan Communities Content of posts coded in accordance with Rock Fan Typology (Beaven and Laws, 2007, pp.126-127) for Metallica Message Board Casual Fan Die Hard Fan – Missed tickets/haven't seen Metallica before (2) – Practise tries to get tickets (2) – New fan/ first Metallica concert (2) – Meet up before show with other fans (6) – Don't care where they get seats (1) – Know band/history (12) – There for fun (1) – Attend multiple shows (2) – Like live music (2) – Comment on changing quality of shows (2) – Seek advice/Info from other fans (5) – Think they are Metallica's biggest fan (4) – Only see band if outdoor concert (8) Loyal Fan Dysfunctional Fan – Become a fan member to get good tickets (1) – Humorous pictures (1) – Upload videos from concerts (1) – Early Line up (2) – Give tour advice to Metallica (25) – Drive/Fly long distances to follow tour (3) – Brag about getting tickets (3) – Willing to pick up stranger / Willing to go with stranger (2) – Personally address the band/band member (19) – Can't sleep (11 weeks before concert) (1) – Identify with genre (1) – Changed travel plans (1) – Stalking behaviour/seek contact with band (1) – Competitive/antagonistic behaviour towards other fans (4) Note: Numbers represent posts on topic Source: Perkins, A. 2010, Identification in Popular Music: A Netnographic Exploration of Online Fan Communities, Australia and New Zealand Marketing Academy
  • 21. Emergent Themes in Thyroid Cancer Conversations on an Electronic Bulletin Board (Jayanti R. 2010) • Researcher let the culture “seep into” (Kozinets 2010) over a two year period to become comfortable with the vocabulary • Research comprising: – 5 different threads – 392 distinct postings – 7,825 text lines – 80 unique individuals – period of 10.5 months • Emergent themes uncovered in the five threads by researcher and assistant: – Subtle Interactions – Dosage Problem – Surgical Procedures / really can't tolerate the hypo symptons I have a 40 hr. a week job. When I get these symptoms I can't even get – Adam's Cancer myself up for work and when I do go in I can't function. I think what you said about finding a doctor up that will up – Thyroid Disease my dosage would be agood Idea but I don't know if I can find one who will up me 50mcg. I can't wait 6 wks for meds to kick in and find it wasn't the right dosage anyway. I'm a busy person and this slows me completely down where 1 miss events and feel totally drained where people see this and tell me how terrible I look and how I look like I have no energy. ... When I increase all these horrible symptoms go away. —Beverly: "Dosage Problem" Source: Jayanti, Rama (2010) A Netnographic Exploration Listening to Oniine Consumer Conversations, Journal of Advertising Research , June, p.181-196
  • 22. Computer assisted qualitative data analysis software (CAQDAS) Qualitative = texts, graphics, audio or video Source: http://www.surrey.ac.uk/sociology/research/researchcentres/caqdas/support/choosing/
  • 23. QDA Miner highlighting Dictionary & KWIC – Personal Concerns
  • 24. Weft QDA (free) CAQDAS Features Supported • Import documents from plain text or PDF • 'Code-and-retrieve' document text with different categories • Attach and update memos to categories and documents • Free text search and boolean queries • Coding statistics and simple cross-tabulations • Export text and numbers for browsing and further analysis • Single-file project format (*.qdp) • Does not support images, audio or video
  • 25. Importance of Social Listening • Research – How do consumers use my brands  Identify and select research community – Forums, Blogs, Twitter, Facebook, Flickr, YouTube – Observe and listen  Data Analysis & Aggregation of Consumer Insights – Sentiment Monitoring, Semantic Recognition, – Google Trends, Social Mention • Translate Insights – Meaningful to business – Positive or negative trends, themes etc.
  • 26. Importance of Keywords Prior to listening, an important starting point is to determine the vocabulary (both online and offline). The vocabulary represents the unique words used in the business and by customers. The culture of the business separates the vocabulary one business from another business even if they are operating in similar areas. Keywords and tagging are the cornerstone of being able to locate content with relative ease when searching for relevant information. Keyword data is at the foundation of the vocabulary. To assist and understand the trends of keyword searches consumers are conducting worldwide a wide variety of tools are available
  • 28. Data Driven Tools : Identification and Selection of Communities and Insight Aggregation • Google ad planner (provides demographics++) • Google trends • Alexa (keywords, audience and clickstream) • Facebook advertising • LinkedIn advertising • Listening & monitoring via Netvibes or Google reader • Social mention • Google chrome and Diigo for online note taking and sharing bookmarks of sites
  • 29. The Internet is Now: Splinternet (Forrester 2010) • Facebook is the Internet for many with one of eight minutes spent on the Internet is on Facebook – Experian Hitwise, January 2011
  • 30. Superfine Segmentation by Facebook using # Facebook Segmentation by precise interests ( 19 March 2012) and age > 18 Interest Global UK Germany Russia France Hong Kong Malaysia Singapore Australia #Thailand 6,500,000 78,340 44,880 4,240 48,890 22,520 115,240 28,160 48,300 #Thai 2,200,000 22,860 14,100 660 22,140 3,720 34,820 13,360 17,160 Language Muay 1,300,000 64,420 38,000 1,460 48,400 6,600 38,400 8,320 40,300 People with interests in Thailand and Thai have suggested likes and interests: #Indonesia , #Bodyslam (band), #Malaysia, Bodyslam, #Vietnamese language, #Bangkok People with interests in Muay Thai Boxing have suggested likes and interests: #Rajadamnern Stadium, #Brazilian Jiu-Jitsu, #Kathoey, #Mixed martial arts, #Lumpinee Boxing Stadium and Brazilian Jiujitsu Key social networks vary by country and Facebook is not the largest in select markets e.g. China, Germany, Austria, Russia and Korea
  • 31. “Why agents *travel+ should take an interest in Pinterest” Dori Saltzman, 19 March 2012, www.travelmarketreport.com Pintrest - A visual bookmarking website – check out Thailand http://pinterest.com/search/?q=THAILAND Content curating (collecting) Product boards for Travel sellers resources for travel agents or “inspiration boards” for travellers Content research Social interaction with people Pintrest Psychographics (Experian Mosaic) “Boomers and Boomerangs” baby boomers and young adult children - 10% to 20% of Pinterest users likely to pin travel plans and photos “Babies & Bliss,” parents in their 30s and 40s with large families - pin things related to deals on high-quality products, brands and life conveniences “Families Matter Most,” mostly young, middle class families with active lifestyles – pin things relating to easy recipes, child-friendly activities and healthy living.
  • 32. This universal symbol seen across the web identifies an RSS (Really Simple Syndication) feed. The updates from a web site in any format are pushed to you. RSS offers benefits all round to consumers seeking large amounts of content, publishers looking to generate subscription content and advertisers seeking to avoid challenges of email spam and search engines. Consumers using social media are able to produce RSS feeds of content e.g. photo sharing sites or blogs. While a number of different methods and tools can be used to read RSS feeds the simplest and most flexible is the use of Google Reader. Interesting RSS feeds to explore: ABC - http://www.abc.net.au/services/rss/ BBC - http://www.bbc.co.uk/news/10628494 Australian top restaurants (De Groots) http://www.bestrestaurants.com.au/xml/rss/ http://www.bestrestaurants.com.au/xml/feed/dining-specials-australia.xml Directories http://www.feedzilla.com/gallery http://www.thefreedictionary.com/_/rss-directory.htm Flickr-RSS Feed Generator http://www.degraeve.com/flickr-rss/
  • 34. Google Reader – Cheats • Help – Video tutorials (www.youtube.com/GoogleReaderHelp) – googlereader.blogspot.com/ – “?” help at any time for short cuts • Track real-time updates to web sites, social networks and blogs via RSS feeds • Trends ( read,click,share,email, mobile and lifetime) • Capture any web pages via notes • Share with friends via shared item page (public or private) • Browse for stuff (feed bundles) and create your own bundles to share or embed in blog • Add subscription (left sidebar) and review (right side) delete via manage subscriptions • New items bold • Expand/list • View all posts or only unread posts “new items" or “all items” • Reader player – new, all, star, like, share or by category and shows recommendations • Feedly web (application) wrapper for Reader
  • 35. Google Spreadsheet for Listening To read an RSS feed into a spreadsheet: Type the URL of any feed into cell A1 In cell A2 enter =ImportFeed(A1, “Items Title”, FALSE, 10) This is title of last 10 stories in column A. Also, =ImportFeed("http://search.twitter.com/search.atom?q= chris+brogan","","",20) OR = importFeed("search.twitter.com/search.atom?q=Malaysia+Events”) =ImportFeed("http://www.bestrestaurants.com.au/xml/feed/ featured-restaurants.xml" ) Translate & Language detection =GoogleTranslate("Hola, ¿cómo estás?","es","en") =DetectLanguage("Hola, ¿cómo estás?)
  • 36. Google Spreadsheet for Listening II • Try importing Wikipedia data as follows in Google Spreadsheet: =ImportHtml ("http://en.wikipedia.org/wiki/Demographics_of_India", "table",1) • Vary the number beween 1 to say 20 and get a feel for the ability to directly capture live Wikipedia data. • Try these table list extractions from other public web pages: =importHTML ("http://www.interbrand.com/en/BestRetailBrands/2011.asp", "table",1) =importHTML ("http://asiancorrespondent.com/429/top-100-brands-of- india/","list",10)
  • 37. Network analysis of airline tweets Access Twitter Archiving Google Spreadsheet TAGS v3 via  http://mashe.hawksey.info/2012/01/twitter-archive- tagsv3/ or directly from http://bit.ly/twitter_archive You are required to make a copy for your own use. Upon opening ensure the TAGS menu is available On the Readme/Settings sheet (starting in cell B9): Search term = what you are seeking 1. Cathy pacific 2. Air Asia Leave the “No. results” = 1500 (maximum twitter allows) Do not worry about the rest of the parameters For each of the airlines review the archive, summary and dashboard.
  • 38. Potential Listening Sources for Dashboard Google News news.google.com.my/
  • 39. Social Dashboards • Try your own brand relevant keywords using the following free tools in addition to Google reader/spreadsheet: • Netvibes • Addictomatic • IceRocket • HootSuite (mobile is free desktop is subscription) • For lightweight applications new media publishing apps – Flipboard – Paper Li – Blogging platform (e.g. Posterous) with html embed code
  • 40. Online monitoring options HootSuite University Promo Coupon : HOOTUPSYDNEY Instructions to apply promo code http://help.hootsuite.com/entries/21944741-adding-a-hootsuite-university-promo-coupon 3 months of free HootSuite Pro and HootSuite University 40
  • 41. Message boards of the 'Invisible Web' • Human to human discussion groups or peer to peer problem solving communities • Forums (message boards) provides most transparency into people’s lives • Why do people join a forum? – The topic is deeply relevant to the life of the person – A parent joins a parenting forum to share experiences and learn from other parents. – Someone who has just come down with a disease or medical condition may join a forum devoted to that subject for support and advice on breast cancer, smoking or diabetes – People join a wide range of forums because they find it helpful to communicate with others about major issues in own life. Forums provide the best way to connect with individuals in similar situations and share experiences, post questions and seek support • For a netnographer forums are a rich source of raw material even comparing with the new social media environments
  • 42. Forum/Message Board Search Engine • groups.google.com to search Usenet • www.boardreader.com search engine dedicated to message boards • Indexes popular message boards, i.e. UBB, vbulletin, etc..., rather than plain newsgroups. • Check out message boards: – http://www.epicski.com/ – http://www.veggieboards.com/ – http://www.geekvillage.com/forums/
  • 43. Current Posts via Boardreader
  • 44. Negative Postings • What about intervention with regard to negative posts? – Netnography reveals the conversations that used to be hidden – Community may not want you “listening in” or responding directly to them in “their space” – Allow opportunity for advocates to step into the situation
  • 45. Adapted from Gaurav Partap Singh Schulich School of Business
  • 46. Pringles Sites Channels Observations 1,217,287 likes 83,454 talking about this. (Pringles Australia) Active discussion section Pringles and user community active 14,469 followers 43 videos, 851 Subscribers, 1,981,689 views Not very active comment section head over to retro Aus ad (1993) Pringles across the globe 34,086 images 155 community members sharing stories and supporting members Not much effort to engage official Pringles community, except on Facebook. YouTube and Facebook comments provide useful research insights. Adapted from Gaurav Partap Singh Schulich School of Business
  • 47. Insights As of 13th February, 2011 Adapted from Gaurav Partap Singh Schulich School of Business
  • 48. Twitter Sentiment Adapted from Gaurav Partap Singh Schulich School of Business
  • 49. Data Analysis • Coding – Country, sentiment, type of product, nature of activity • Noting/Memoing • Abstracting and computing – Grouped above coded data to create a semblance and pattern • Checking and Refinement – Further analyzed above data to create information • Generalizing – Some Pringle flavors are not available globally – Consumers associate the brand with popular culture and make it relevant to the era, this has helped the brand reinvent itself • Theorizing – Pringle’s packaging has kept abreast with changing times and cultural demands – Innovation in flavor demonstrates good consumer insights
  • 50. Findings Pringles brand emotional attributes: – sociability, irresistibility and fun functional attributes: – Tastes better, non – greasy and great can – Innovative : 192 flavors till date* in over 140 countries Facebook is a proven channel for the Pringles community – Stimulates the consumption and keeps the conversation going – Presence of insiders help build the community Key aspect: Strength of the brand has helped sustain the conversations online without much support from P&G . Tremendous potential in terms of consumers needs and wants remains untapped, which when leveraged will help increase sales volume. Challenge for P&G is to consolidate the fragmented knowledge present online in an easily accessible location for the community. It is recommended that Pringles Blog be leveraged Note: This is just a rapid test of netnography for demo purposes only Adapted from Gaurav Partap Singh Schulich School of Business
  • 51. Insights • Sour cream and onion seems to be the favorite flavor (globally) – Pringles Exchange Program: different fans exchanging flavors found in their part of the world – Scope of bundling exotic flavors at a premium for consumers to try them out as a limited edition run – Leverage insights from analyzing latest online consumer data to make limited edition runs • Launch Pringles Dips – consumers want it • Consumers love the non-greasy aspect of Pringles • Increase awareness on innovative ways to serve Pringles* • Tons of stories around how you can’t get your fingers inside the can, this can be effectively leveraged by the brand • Pringles Cans – 626,000 search results – Innovative uses help build the fun aspect of the brand – Used to store paint rollers to prevent them from drying up Adapted from Gaurav Partap Singh Schulich School of Business
  • 53. iPhone 4S - Insights • Reading what people like about Siri makes you think they’re talking about a human friend: They like talking to her, she tells them stories, and they think she’s fun and funny. Also intelligent. But that’s not too surprising, given that Siri understands what you say, acts on it, and calls you by name. Even in the negative comments, which people make when they’re frustrated with Siri, users personify her and swear at her like they would at a person. • Evaluating the utility of Siri, most people accept that voice recognition software hasn’t evolved to the point yet where it’s perfect, but they find Siri pretty darn good. So most users don’t feel Apple’s claims are too bold; instead they find that the iPhone is a very useful device, made much more useful (and fun) by the addition of Siri. Sure, there are some complaints, but they’re often expressions of immediate frustration over Siri not understanding a specific utterance; the users aren’t panning the app as a whole. • A couple of the negative themes—“scary” and “misspellings”—actually consist mostly of tongue-in-cheek comments that are pretty funny. • The iPhone 4S is a device that people enjoy using and Siri gives it an extra dimension of convenience and utility, and a personality that most users really like. Except when it calls them “Sex Kitten” in public … which gives us an idea: Maybe Apple can add the capability for Siri to call you different names at different locations. When I’m at home (which it can detect), call me Sex Kitten. When I’m at work, call me Boss.
  • 54. Why Netnography? • Unlike traditional market research methods such as focus groups, surveys, questionnaires, and data models, netnography is unelicited and naturalistic, offers cultural insights, and maintains the human connection with context. • Netnography helps with marketing decision- making, branding, and innovation. • A systematic, comprehensive, netnographic study exposes critical information about consumer behaviours, opinions, tastes, impressions, and interactions.
  • 55. experiences services goods commodities The Experience Economy Pine & Gilmore, 1999

Notas do Editor

  1. Now is a good time to solidify some ethical guidelines we can set for our researchIdentify yourself, purpose here, and research focusDepending on the site, you need to ask for permission to conduct research and collect data. Always consult with relevant research ethic boards or legal expertsGetting informed consentProperly cite your sources and protect participants from possible risks
  2. The question is “How are you going to come out of lurking?”In his book, robert suggests to …Read slideBe a member, use their language, behaviourGive before you takeCome up with something interest for the members  better chance of being accepted
  3. HootsuiteMulti-faceted (plug into mostly anything social)Team collaboration with tasks associated (Scale) Twitter, Facebook, LinkedIn, Ping.fm, Wordpress & more