Email: suresh.sood@uts.edu.au LinkedIn: sureshsood

Skype: sureshsoodTwitter: soody

Part 1 of 3 17 November 2016

http://bit.ly/net-nography

http://www.slideshare.net/ssood/netnography-online-course-part-1-of-3-17-november-2016

3

Datafication 2 : First National Study of Twitter Usage in Australia

Australians send an average of 234 million tweets per month and 5,000 tweets per minute, a new Twitter study by advertising agency The Works has found. Aussie females are more likely to retweet than males and most retweets occur on Mondays, according to the agency's 'datafication' research project. Douglas Nicol, creative partner and director at The Works, said the study was designed to help marketers talk to consumers more effectively. “There’s a lot of hype around social media. Using research from datafication, we are able to equip Australian marketers with no nonsense practical advice,” Nicol said.“This in turn will help marketers appeal directly to an audience. We believe that in turn, this will boost the way people view and talk about a brand or product online.”Lovers, carers and jesters were identified as the top three archetypical personalities on Twitter.According to the study marketers can talk most effectively to lovers by being passionate, carers by being gentle and jesters by being mischievous.“If you understand what drives the motivations behind Australians you will be in a better position to connect with them,” Nicol said. Almost 11% of the Australian population is on Twitter and of those users 46% are male and 54% are females.The study also found that Sydney hosted the largest population of Twitter users while Hobart is responsible for the most tweets per capita.'Datafication', which was supported by the University of Technology Sydney (UTS), analysed the most popular words used in Twitter over an eight week period to rank motivations and behaviours on the social site.Software created by Dr Suresh Sood, a social media expert at UTS, then analysed the data to produce the insights into what individuals are doing on Twitter.'Datafication' is set to launch as a real-time service for the agency’s clients early next year.

http://datafication.com.au/

Datafication 3- First Australian Instagram Study Conductedwww.datafication.com.au

Projective Psychological Test

Aims of Course

1. Enable you to reach salient cyber users efficiently2. Show you how to access spontaneous consumer talk that is more natural and more ‘real’ i.e. ‘heartfelt’ data that is more vivid and textured.3. Demonstrate how to research these cyber users; bearing in mind methodological considerations4. Explain the advantages and disadvantages of using Netnography 5. Illustrate best practices for undertaking Netnography (case studies and own research from the moderators) 6. Explore the future of netnography in a world of Internet of things

Today’s Areas for Discussion

1. What’s in a name?

2. Characteristics of web/net/virtual studies

3. Social media

4. Kozinets 2010* rules of practice and key steps for Netnography including coding

5. Importance of social listening and keywords

6. Insight aggregation tools e.g. dashboards

7. Case study vignettes e.g. Pringles

8. Why Netnography?

* 2nd session we will review the learning since 2010 and aspects of netnography redefined but much of this is about handling social

analytics and big data

What’s in a name ?

• Webnography => web and ethnography• Virtual ethnography => virtual online as site of research• Netnography & Redefined (Kozinets 2015;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• 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

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

Netnography Theoretical Touchpoints (Egger, Gula & Walcher, 2016, Open Tourism Open Innovation, Crowdsourcing and Co-Creation

Challenging the Tourism Industry)

1. Qualitative research method

Storytelling

Experiences

In-depth

2. Online community research

3. Web information retrieval

4. Customer integration research

commodities

goods

services

experiences

The Experience Economy Pine & Gilmore, 1999

Variety of Data Types & Big Data Challenge

1. Astronomical 2. Documents 3. Earthquake4. Email5. Environmental sensors 6. Fingerprints7. Health (personal) Images8. Graph data (social network)9. Location10.Marine11.Particle accelerator 12.Satellite13.Scanned survey data 14.Sound15.Text16.Transactions17.Video

Big Data consists of extensive datasets primarily in the characteristics of volume, variety, velocity, and/or variability that require a scalable architecture for efficient storage, manipulation, and analysis.

. Computational portability is the movement of the computation to the location of the data.

“Why agents [travel] should take an interest in Pinterest”Dori Saltzman, 19 March 2012, www.travelmarketreport.com

Pintrest - A visual bookmarking website – check out Thailandhttp://pinterest.com/search/?q=THAILAND

Content curating (collecting) resources for travel agents

Product boards for Travel sellersor “inspiration boards” for travellers

Content research Social interaction with people

“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.

Pintrest Psychographics (Experian Mosaic)

Twitter Personality Analysis• Beyond the simple frequency counting, the actual word usage in social

media posts, blogs and conversations provide pointers to the psychological state of the writer. Building on the text analysis program Linguistic Inquiry and Word Count (LIWC) originally developed at the University of Texas at Austin and the Auckland Medical School in New Zealand. LIWC focuses on junk words including pronouns, articles and propositions as placeholders of psychological states.

• Analyze words (www.analyzewords.com) use the analysis dimensions:

– Emotional – Sociable, Depressed, Happy, Anger & Worried– Social - Plugged-in,Personable ,Arrogant & Spacey– Cognitive Analytic, Sensory & In-the-moment

DIY - CRM integrates social data

18

What is different about social media for the qual researcher?

1. Authenticity 2. Advocacy3. Marketing is real time conversations and feedback4. Brand is the conversations

videos

tweets

posts

Most Online Australian Adults Use Social Media RegularlyMarch 2011 “Online Australians Shift To Social Networks”

Increasing social media engagement

20

The Social Technographics Of Chinese Online AdultsJuly 2012 “Social Media Marketing In China”

Social Media Statistics Australia – October 2016

http://www.socialmedianews.com.au/social-media-statistics-australia-october-2016

Big Ecosystem Web Data & Insights

• Alexa.com (top sites by traffic or category) • Google– search ( site: link: related: ) – Adwords– Analytics & 360 suite (includes data studio)

• Amazon best sellers and reviews • LinkedIn groups +++ • Facebook interests and behaviours • Similarweb.com

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 Language

2,200,000 22,860 14,100 660 22,140 3,720 34,820 13,360 17,160

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

Online Resources Worthy of Mention

• DeviantArt – largest online social network artists and art enthusiasts

• Gumtree

• Search.twitter.com

• Yelp

TripAdvisor, Inc. (NASDAQ: TRIP) manages and operates websites under 23 other travel media brands

• AirfareWatchdog• BookingBuddy• CruiseCritic• Family Vacation Critic• FlipKey• GateGuru• Holiday Lettings• Holiday Watchdog• HouseTrip• Independent Traveler• Jetsetter• TheFork (lafourchette, eltenedor,

iens, BestTables, Dimmi)• Niumba• Onetime• Oyster• SeatGuru• SmarterTravel• Tingo• TravelPod• Tripbod• VacationHomeRentals• Viator• VirtualTourist

TripAdvisor Content• 385 million reviews and opinions from travellers

around the world.• 6.6 million businesses and properties in 135,000

destinations, including:– 1 million+ hotels, B&Bs, and specialty lodgingo 815,000

vacation rental listings– 4.1 million restaurants– 690,000 attractions and experiences

• More than 70 million candid traveller photos.• More than 255 new contributions are posted every

minute.

Virtual Assistants and Services

• Fiverr

• Amazon Turk

• Scrapingexpert.com (daily scrapping limits but check terms of service e.g. domain.com.au)

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.

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

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

Google Spreadsheet for ListeningTo read an RSS feed into a spreadsheet:

Type the URL of any feed into cell A1

=ImportFeed("http://news.google.com/?output=atom")

The ABC feeds are available at http://www.abc.net.au/services/rss/

Try radio national

=IMPORTFEED("http://www.abc.net.au/radionational/feed/2890368/rss.xml")

Translate & Language detection

=GoogleTranslate("Hola, ¿cómo estás?","es","en")=DetectLanguage("Hola, ¿cómo estás?)

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.

Social Dashboards• Try your own brand relevant keywords using the following free tools in addition

to Google reader/spreadsheet:

• Netvibes

• Addictomatic

• IceRocket (use the trend tool)

• HootSuite (mobile is free desktop is subscription)

• For lightweight applications news publishing apps– Flipboard– Paper Li

Web Monitoring

• Netvibes - setup one per keyword • Google spreadsheet– Sources e.g. twitter, ABC newsfeeds, wikipedia

• Social mention• Board reader

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

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/

Current Posts via Boardreader

Netnography Process(Egger, Gula & Walcher, 2016, Open Tourism Open Innovation, Crowdsourcing and Co-

Creation Challenging the Tourism Industry)

1. Definition of research field

2. Community identification and selection

3. Community observation and data collection

4. Data analysis and aggregation of consumer insights

5. Insights translation into product and service solutions

Netnography of Mint Journey(Egger, Gula & Walcher, 2016, Open Tourism Open Innovation, Crowdsourcing and Co-Creation Challenging the Tourism

Industry)

1. Definition of research field:

Understand how consumers feels about mint and mint products e.g. chewing gum

Mint present in tourist journeys – start with mint in plane, avoid bad breath or chewing gum before kiss!

Connecting travel and mint made travel forums and blogs ideal source. Project covered different language

communities including Russian, French, Italian, American, English, German and Brazil.

Mind map helps clarify the definition

Acceptance of mint products

Associations of consumers with mint products

Emotions through consumption of mint

Moments of mint consumption

Benefits of consuming mint

Barriers to consuming mint

Consumer typologies relating to consumption of mint

Aim is to identify consumer insights and mint topics relevant to consumers not one single research question adopting a broad approach and

variety of categories e.g. oral, food, chewing gum and confectionary

Netnography of Mint Journey(Egger, Gula & Walcher, 2016, Open Tourism Open Innovation, Crowdsourcing and Co-Creation Challenging the Tourism

Industry)

2. Community Identification and Selection :

Using mind map of research areas, topics and keywords (step 1) use search engines with different queries

and keywords. Use qual (topic focus, data quality, language, interaction type and profile) and quant criteria

(number of messages, frequency of usage, data quanity and interaction level). After screening 3-20 sources

per country. For the published Mint example 781 possible communities and blogs reduced to 102 over seven

countries.

Communities are diverse beauty and care (www.beautyjunkies.de), diet (www.lowcarbfriends.com) ,

parenting ( www.cafemom.com) , health (www.forumhealthcare.org) , gardening (www.ths.gardenweb.com)

, questions and answers (answers.yahoo.com), food (www.egullet.org)

Beverages (www.bevnet.com) , reviews (www.ciao.com) . Interestingly, a variety of communities on sweets

and gum e.g. www.suessigkeiten-blog.de, www.candy.org, www.gumalert.com, www.candyaddict.com &

www.zomgcandy.com. Quiet seperately lonelyplanet.com and www.tripadvisor.com share not only travel

stories but food and beverage consumption.

Netnography of Mint Journey(Egger, Gula & Walcher, 2016, Open Tourism Open Innovation, Crowdsourcing and Co-Creation Challenging the Tourism

Industry)

3. Community Observation and Data Collection :

Immersion in communities to understand culture, discourse and interactions before extraction of

consumer insights. Observe community and consumer behaviours. Unobtrusive and free from bias

capturing conversations in natural settings. The qualitative software helps store, organise and

interpret but no software exists automatically linking the research questions to the community

posts. Data retrieval is manual with the Mint journey 3388 posts were included in analysis.

After downloading data researcher analyses to discover patterns including similarities and

differences across the consumer statements. Qualitative analysis software still requires lots and lots

of work. A tagging and coding system helps archive the posts. The system is generated from top

down and bottom up. At same time researcher incorporates own observations, thoughts and any

peculiarities. 387 codes used for analysis of 3388 posts.

Netnography of Mint Journey(Egger, Gula & Walcher, 2016, Open Tourism Open Innovation, Crowdsourcing and Co-Creation Challenging the Tourism

Industry)

4. Data Analysis and Aggregation of Consumer Insights :

Netnography does not conclude with insights but attempts to find consumer solutions. No set

process exists for converting insights into new products or solutions. Collaboration with marketing

and product developers represents the way forward.

Some minty findings include:

Germans use Mojitos to consume mint. Mojitos induce vacation feelings with images of summer, sun

and beach. Similar effect with beverage Hugo made of elderflowers, mint, ,lime and Prosecco.

Russians use mint to fend travel sickness and ear popping. Community members suggested mint as a

take-off sweet for flights. French and Italians like the delicate taste and welcome the flavour in tooth

paste and scents as well as beauty care and even food. The community members find mint products

to be an ideal day starter.

Capture of Thick Descriptions • Google Sheets, Word & Excel • Nvivo (QSR)• QDA Miner Lite freeware (Provalis Research)• RDQA

– R package for Qualitative Data Analysis (free)• Coding Analysis Toolkit (CAT; http://cat.texifter.com/ )• GATE (https://gate.ac.uk/)• Dedoose • Social science software

– http://www.sosciso.de/de/software/datenanalyse/qualitativ/?wctsort=name&wctinvs=1

• Quicktime screen recorder • Web annotator (http://genius.com/web-annotator )• Visual studio (Microsoft) with testing plugin from marketplace• Google chrome and Diigo for online note taking and sharing bookmarks of sites

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/

QDA Miner highlighting Dictionary & KWIC – Personal Concerns

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

2020 Global Data Forecast (Bytes)

2020 estimates suggest four times more digital data than all the grains of sand on Earth

Source: Pg. 4, Building a Digital Analytics Organization: Create Value by Integrating Analytical Processes, Technology, and People into Business Operations by Judah Phillips, FT Press, 30 Jul 2013

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 StandardsQuestions about anonymity and informed consent

5. Research representationThe research should be presented to the users that contributed to the study in order to

obtain feedback.

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.

Kozinets (2002, p. 63) recommends the following method for netnographic studies:

1. Entrée: 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.

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.

Entrée – How are you going to come out of lurking ?

• 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

(Kozinets, 2010)

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

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

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

Purposive value

– Information gathering (15) – Information providing (26)– Generating idea (20) – Solution to a problem (1)– Influence others (20)

Maintaining Interpersonal Interconnectivity

– Reference to specific individual (6) – Off-topic conversation (16) – Gratitude /agreement (8) – Like-minded people (13)– Reference to group (3) – Personal stories/experiences (13)

Self Discovery

– Learning about others (8) – Help understand ideas (4) – Help form opinion (4)

Social Enhancement

– Override opinion/disprove others (14) – Acceptance gained (30)– Depth knowledge (14) – Acceptance seeking (8)– Establishing personal credibility/expert status(4) – Belittling others’ opinions (6)

• Entertainment

– Humorous pictures (1) – Jocular remarks (30) – Recognition of humour (8)– Games (1) – Enjoyment emoticons (4) – Sarcastic humour (8)

“I defy anyone to convince me that Mick wouldn't be

coaching the pies next year for any reason other than the

buckley/2 year contract.”

“I'm going to...suggest that Gumby should be in this weekend as a sub.”

“I remember that game well - sitting behind the

goals at the Ponsford end (which was the wrong end

for that 4th quarter). Essendon NEVER gave up back in those days, and so we stayed on with a little

bit of belief.”

“Did we beat them last week?? Did we beat Geelong? Did we beat GC by over 100pts?? We have every right to bag

them.”

“I hear that his position at the Pies next year

involves hugging players after Buckley loses them

consecutive GF's.”

Note: Numbers represent number of posts on topicSource: Davis, P. 2011, Netnographic Analysis of User Generated Online Communities, Australia and New Zealand Marketing Academy

Coding Schema for Netnographic Exploration (Perkins, A. 2010) of Online Fan CommunitiesContent of posts coded in accordance with Rock Fan Typology (Beaven and Laws, 2007, pp.126-127) for Metallica Message Board

Casual Fan

– Missed tickets/haven't seen Metallica before (2) – New fan/ first Metallica concert (2) – Don't care where they get seats (1) – There for fun (1)– Like live music (2) – Seek advice/Info from other fans (5)– Only see band if outdoor concert (8)

Loyal Fan

– Become a fan member to get good tickets (1) – Upload videos from concerts (1) – Give tour advice to Metallica (25) – Brag about getting tickets (3)– Personally address the band/band member (19)– Identify with genre (1)

Die Hard Fan

– Practise tries to get tickets (2) – Meet up before show with other fans (6) – Know band/history (12) – Attend multiple shows (2) – Comment on changing quality of shows (2) – Think they are Metallica's biggest fan (4)

Dysfunctional Fan

– Humorous pictures (1) – Early Line up (2) – Drive/Fly long distances to follow tour (3) – Willing to pick up stranger / Willing to go with stranger (2)– Can't sleep (11 weeks before concert) (1) – Changed travel plans (1) – Stalking behaviour/seek contact with band (1)– Competitive/antagonistic behaviour towards other fans (4)

Note: Numbers represent posts on topicSource: Perkins, A. 2010, Identification in Popular Music: A Netnographic Exploration of Online Fan Communities, Australia and New Zealand Marketing Academy

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– Adam's Cancer – Thyroid Disease

/ 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

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 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

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

Adapted from Gaurav Partap Singh Schulich School of Business

Pringles Sites

Not much effort to engage official Pringles community, except on Facebook. YouTube and Facebook comments provide useful research insights.

Channels Observations

1,217,287 likes 83,454 talking about this. (Pringles Australia)Active discussion sectionPringles and user community active 14,469 followers 43 videos, 851 Subscribers, 1,981,689 viewsNot very active comment section head over to retro Aus ad (1993)Pringles across the globe34,086 images

155 community members sharing stories and supporting members

Adapted from Gaurav Partap Singh Schulich School of Business

Insights

As of 13th February, 2011Adapted from Gaurav Partap Singh Schulich School of Business

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

FindingsPringles 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

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 upAdapted from Gaurav Partap Singh Schulich School of Business

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.

Caution!

“Children never put off till tomorrow what will keep them from going to bed tonight”

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