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9/18/2012
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Netnography: A Powerful Approach for Social Media Insight
Robert V. Kozinets, BBA, MBA, Ph.D.
Professor, Marketing Area Chair
Schulich School of Business, Toronto
Email = [email protected]
Blog = www.kozinets.net
Twitter = Kozinets
Current Business and Marketing Environment
• Complexity
• Dynamism
• Competition
• Challenges
• How is marketing facing it?
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Single Biggest Business Need?
What Marketing Function Drives Innovation?
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Interrogatory Techniques
What is an alternative to the artificiality of interrogatory techniques?
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What are Cultural Understandings Like? What Forms do they Take?
• Real‐world
– Embedded
– Close‐up
– Fact‐based
• Sensitive to Context
• Interactive
• Social
• “Deep” understanding
• Listening, not telling
• Learning the “language”
• Understanding the “meanings”
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What is the nature of social media?
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“The new computer-based ways of processing information seem to come with a new social formation; or, in traditional anthropological parlance, cyberspace is a distinct type of culture.”
--Anthropologist David Hakken
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What do people do in social media?
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• Connecting• Meeting• Sharing• Arguing• Agreeing• Learning• Showing off• Applauding• Emoting• Helping• Harming• Living
• Internet‐based “marketing research”
• Ethnography adapted to the complexities of our technologically mediated social world– Focused on cultural insights
– Pays very close attention to context
Netnography = (Inter)Net(work) + (Eth)nography
Professor Robert V. KozinetsNetnography invites you to consider Social Media not just as a marketing tool, but as a way to continuously build high‐level
consumer insight.
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Basic Principles of Netnography
• Natural
• Immersive
• Descriptive
• Multi‐method
• Adaptable
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Consumer Insight Methods and Instruments
Broad SamplingLow High
Netnography
Dep
th o
f In
sig
ht
Low
High
In-depth interviews
Focus Groups
Ethnography
Test Marketing
Surveys (intercept)
Surveys (online)
Surveys (phone)
In-store observation
Data Modeling
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Netnography is of interest to many companies
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Innovation via Netnography
Car Tuning; 43.584
members
Footwear; 53.000 members
Health;292.425 members
Fish Tanks;122.250 members
IPod; 91.000
members
Cooking;186.000 members
Elektronics;35.135 members
Coffee; 21.000 members
Online Communities thrive in all varieties of
market and product categories.
Analysis of community dialog consumer yields deep need,
white space, and brand insights. Further analysis yields
trend signals.
Netnography of Online Communities
Consumer Insights+ Trends
1 2 3 Consumer Based Innovations
Translation of insights and trends into consumer based
problem solutions & innovations.
Case Study: Basketball Shoes
“whoa…I really think that ALL the submissions from you guys are incredible! wow!! there aint never gonna be a shortage of creative talent in here.”
“I think basketball is a leading cause of injuries. I've hurt myself the most in ball. I've hurt my wrist, both my ankles, knees, and shoulders. I think it's because there's no protective equipment for the sport.”
Thank you very much for your kind feedback. It's nice to get critics and try to top my own limits.
“…everybody is helping everybody and that is basically the great thing about this community. As a freshman I always have been excellently counselled and I was helped, something unthinkable if the people just would angle for their own success.”
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Understanding Consumers Trends and Insights
Multiple Topics: e.g. design, cushioning, comfort, Identified most novel and
promising ones
Topic1: Collecting shoes; 98 codings
“I got 49 pairs, soon to be 50 because my bday is in 2 weeks. I wear all my shoes …”
Topic 2: Shoe individualization; 162 codings
„ I love to mod my shoes. First, I stripped the first layer of paint …
Consumer Insights Delivered to Adidas
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Adidas Successful Activated the Netnographically‐Driven Consumer Insights
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Storying the World of Marketing Research
Applied Innovation from Netnography
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Netnography vs. Web Monitoring
Source: Google Images “Netnography”
Netnography: Cultural Consumer Insight
NETNOGRAPHYNETNOGRAPHY
Preserves Stories of
Social Media
Preserves Stories of
Social Media
Maintains Naturalistic
VOC
Maintains Naturalistic
VOC
Portrays Rich Cultural & Communal Contexts
Portrays Rich Cultural & Communal Contexts
Reveals Deep Meaning & Identity
Reveals Deep Meaning & Identity
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Biggest Business Need?
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Blog: http://www.kozinets.net
Twitter: Kozinets
Email: [email protected]