nhh social media marketing research opening lecture

Agenda:Opening lecturePresenting the course scheduleCourse working principlesQ&A

03.05.23 [email protected] 1

VOA018 – Social Media Marketing Research

VOA018 – Social Media Marketing Research

Dr. Ingeborg Astrid KleppeNorwegian School of Economics

Fall 2011


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http://www.medialifemagazine.com/artman2/publish/Media_economy_57/Behind-the-huge-growth-of-social-media.asp

“The growth of social media ad spending over the next few years will be nothing short of explosive.…Every other site is secondary behind Facebook”

Impact forecast

Popular culture/movies:

•The Social Network

•Catfish






Everyone

wants to be

an expert on

Social Media

Very inspiring but-Useful?-Reliable?


The World at Your finger tips

http://trendsmap.com/

WOW!

People BrowserSM2

Google InsightsSamepoint

Social Mention

http://trendsmap.com/

http://pb.ly/

http://www.techrigy.com/

http://www.google.com/insights/search/

http://www.samepoint.com/

http://www.socialmention.com/

Social media – Web 2.0• WWW

• Internet• Cyberspace• Blogosphere

• Online


SOCIAL MEDIA IS NOT A SINGLE UNIT OF ANALYSIS

SOCIAL MEDIA IS NOT ABOUT NUMBERS

SOCIAL MEDIA IS ABOUT CULTURE(S)


Room for all –

What kind of statement is this?


Social Media:

•Connecting people•Ubiquitous•24/7


Ingeborg is Media Literate as she can-participate &-contribute with content

Ingeborg is online

Media literacy + Web2.0 The Hyper-social individual


Web2.0 Hyper-sociality: Social relationsindependent of kinship and geographyat a large scale


Where can I find theory

and methods to study

Social Media?


Academic teaching:

PhD course in SMM NHH Fall 2010

International relations and exchangeNHH Schulich School of Business, Toronto Uni

New concepts to study roles in the marketplace

Blurred distinctions:– work – leisure– consumption – production– professional – amateur

Blurred relations:- Producer – Consumer- Employer – Worker- Editor – Audience

New concepts– Prosumption– Co-creation– Co-production– Wiki– DIY– Social media

– The Wisdom of crowds– Crowdsourcing– Consumer tribes & communities– The Long Tail (Fall of the Hit)– Citizen marketers– Global village


June 21, 2005 Dell lies. Dell sucks

I just got a new Dell laptop and paid a fortune for the four-year, in-home service.

The machine is a lemon and the service is a lie. I'm having all kinds of trouble with the hardware: overheats, network doesn't work, maxes out on CPU usage. It's a lemon. But what really irks me is that they say if they sent someone to my home -- which I paid for -- he wouldn't have the parts, so I might as well just send the machine in and lose it for 7-10 days -- plus the time going through this crap. So I have this new machine and paid for them to F......... FIX IT IN MY HOUSE and they don't and I lose it for two weeks. DELL SUCKS. DELL LIES. Put that in your Google and smoke it, Dell.


The new consumer“If old consumers were assumed to be passive, the new consumers are active. If old consumers were predictable and stayed where you told them to stay, then new consumers are migratory, showing a declining loyalty to networks or media. If old consumers were isolated individuals, the new consumers are more socially connected. If the work of media consumers were once silent and invisible, the new consumers are now noisy and public.” Henry (2006) Convergence Culture, Where Old and New Media Collide, New York, New York University Press

03.05.23 [email protected]


Are we hyper-

social ?

Social Networking sites and Our lives• The number of those using social networking sites has nearly doubled since

2008 and the population of SNS users has gotten older – Facebook dominates the SNS space in this survey: 92% of SNS users are on Facebook; 29% use

MySpace, 18% used LinkedIn and 13% use Twitter. – 22% people from high school – 12% extended family – 10% coworkers – 9% college friends – 8% immediate family – 7% people from voluntary groups – 2% neighbors – 31% of Facebook friends cannot be classified into these categories – 7% of Facebook friends are people users have never met in person– 3% are people who have met only one time.

• Social networking sites are increasingly used to keep up with close social ties Pew Internet & American Life Project:

http://www.pewinternet.org/~/media//Files/Reports/2011/PIP%20-%20Social%20networking%20sites%20and%20our%20lives.pdf




SM technology users have bigger social networks

LinkedIn and Twitter users have larger overall networks

Mobile phone use and instant messaging users are associated with having a larger overall network

Overall, Americans have more close friends than they did two years ago

The average user of a social networking site has more close ties and is half as likely to be socially isolated as the average American

Facebook users have more close connections

The largest single group of Facebook friends consists of people from high school


?

Four distinct member types in virtual Four distinct member types in virtual communitiescommunities


High self-centrality of social activity

Low self-centrality of social activity Adapted from Kozinets 1999, E-tribalized marketing

Weak socialties tocommunity

Strong socialties tocommunity

Devotee

MinglerTourist

Insider

Participatory Culture

Participatory culture is one in which ‘fans’ and other consumers

are invited to actively participate in the creation and circulation of new

content (Jenkins 2006: 290)



“The nature of the beast: BMWs accelerate and handle so well and feel so secure at high speed that Bimmer owners tend to get impatient with left-lane dawdlers and slowpokes. When we go roaring past them, the fraidy-cats in their unsafe-at-any-speed junkers and massive wobbly SUVs understandably assume we have lost our minds and our ultimate driving machines are weapons aimed at mutual destruction and the unraveling of the social contract.” “BMW should be for people who can drive, please keep yourself in a SUV so that when you swerve to avoid me as you barge into my lane, your top heavy car will roll over like a bitch and mash your head into the exact pulp that fills the pores of your otherwise empty cranium”


• Us versus Them• Social distinction• Shared identity

Brand community


“Coffee is just another product for you too. .....I am afraid that it is not quite that simple for many of us. We take our coffee very seriously, and to have it demeaned in such a manner is a slap in the face. Coffee is much more than a tool. It is passion, it is intrigue, mystery, seduction, fear, betrayal, love, hate, and any other core human emotion that you can think of, all wrapped into one little bean. “

“I realize part of the results may be due to my experience in pulling shots or fluke of nature or or or... I am using a Gaggia Espresso, a super Jolly Grinder, Panamanian Baru Green roasted in Franken roaster. Anyway I read [John Smith]’s opinion of trying a low to no tamp, adjusting the flow rate by a finer grind. It does work, a nice tiger fleck crema (fairly thick) consistent shot time (in the 20's) good to excellent taste. So as most things espresso are Italian I am dubbing this the [Smith](inni) method....”


EmotionsMeaningsBeliefs

ExpertiseSelf presentationSharing


It is possible to fall in love with bike parts? DazedMaster of indecision Yesterday I got a CK Iso Disc back hub in pewter with HD-shaft and Funbolts from Aspire Velotech, and my God! I have never seen a nicer gear. Actually I do not want to build a wheel from it, but would rather have it lying around so that I can cuddle with it. Too fat for XC. Too coward for free ride.


Leisure as

prosumptionand

passion


they're weird, misplaced,

beautiful, lonely,

empty of course

they're proof of our human

existence

they'll still be there when

we're gone

I don't even know why I

began to shoot them

I guess I just love the way

they seem to be all waiting,

longing, for some ass ! :)


Leisure as -Cultural production

-Cultural consumption

Participatory culture:Digital Fair

Net=Internet

Etno = people, folk

Graph=text, pictures, film


NetnographyNetnography Kozinets 2010Kozinets 2010

• An interpretive method devised specifically to investigate the consumer behaviour of cultures and communities on the Internet.

• Netnography is an adaptation of the qualitative methods used in consumer research, cultural anthropology, and culture studies, with the expression to enabling a – contextual situated study of the consumer behaviour of virtual communities and cyberculture.


Procedure for netnographic studies:Procedure for netnographic studies:

1. EntréeEntrée: Formulation of research questions and identification of appropriate online community for a for study.

2. Data CollectionData Collection: Direct copy from the computer-mediated communication of online community members and observations of the community and its members, interactions and meanings.

3. Analysis and InterpretationAnalysis and Interpretation: Classification, coding analysis and contextualization of communicative acts.

4. Research EthicsResearch Ethics: Public versus private space, anonymity.

5. Member ChecksMember Checks: Presentations of some or all final research report’s findings to the people who have been studied in order to solicit their comments.03.05.23 [email protected]

Research EthicsResearch Ethics

1. Are the online sites used to be considered private or public?

2. What constitute informed consent in cyberspace?


This is your opportunity to be

a creative researcher

on consumer cultures

in social media


nhh social media marketing research opening lecture

Education