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Social Media Nethnography<br />Managing and Mining the Consumer Conversation<br />1<br />

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2<br />@steven_insites<br />@nielsamz<br />

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Word of mouth<br />

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The belief<br />Word-of-mouth is THE driver of growth<br />

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INTEGRATION of WOM in all marketing activities<br />The goal<br />

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MANAGE word-of-mouth<br />

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The BIG worLd of mouth test!<br />

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The BIG worLd of mouth test!<br />You use social networks at least weekly<br />(e.g. Facebook, Twitter, LinkedIn)<br />1<br />

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The BIG worLd of mouth test!<br />You sometimes check online buzz about your brand<br />2<br />

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The BIG worLd of mouth test!<br />You have automated systems to monitor buzz about your brand(e.g. Google Alert, Tweetdeck)<br />3<br />

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The BIG worLd of mouth test!<br />Do you perform in-depth analyses of social media for you brand / business?<br />4<br />

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The BIG worLd of mouth test!<br />You participate in online conversations<br />5<br />

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A revolutionimpliesCHANGE<br />

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20<br />Bestseller <br />‘The Conversation Manager’<br />Available on Amazon<br />The first interactive management book for iPad, download available<br />

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NeedforRADICAL change<br />

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As a manager<br />As a brand<br />As a peer<br />Observe<br />Facilitate<br />Join<br />

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limitations of interview based techniques<br />

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Would not we want to do this?<br />

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Life Caching<br />User Generated Content<br />

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Social media netnography<br />

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Tapping into online conversations<br />Social Media <br />Nethnography<br />Social Media<br />Dashboards / Monitoring<br />exploratory for <br />enhanced quality<br />

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Social Media Nethnography<br />Traditional research<br />SURVEY/ TOPIC GUIDE DEVELOPMENT<br />what do we want to ask<br />SAMPLING<br />selection of sources/situations you want to observe<br />SAMPLING<br />selection of participants we want to talk to<br />DATA COLLECTION <br />with the aid of research blogs or webscraping<br />DATA COLLECTION <br />using pre-defined research tools, traditional ones or innovative ones<br />FRAMEWORK DEVELOPMENT <br />what do we want to observe?<br />which conversations interest us?<br />ANALYSIS<br />answering questions that were predefined <br />TOP-DOWN & BOTTOM-UP ANALYSIS<br />Combination of quantitative & qualitative analysis techniques +<br /> text analytics<br />

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TWO core principles<br />

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What is?<br />Text analytics is the process of extracting knowledge and information from text<br />Stage 1: Extraction of terms<br />What do I want to use?<br />Stage 2: Group terms in higher level concepts or categories<br />

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Extracting data <br />Extraction<br />= <br />What will we use in further analysis and what will we ignore?<br />Bottom-up<br />Keep terms that sponaneously pop-up<br />Top-down<br />Keep terms based on the market knowledge<br />

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Categorization<br />Categories are higher-level concepts that represent higher level ideas and information in the text<br />// answers option in quantitative survey<br />

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Analysis process<br />

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Sentiment analysis<br />Sentiment of theconversation<br />Sentiment of abrand / topic<br />Sentence level<br />Conversation level<br />'I had a terribleday. I drank some Lipton tea and feltbetter<br />'I had a terrible day. I drank some Lipton tea and feltbetter<br />1 positive – 1 negative<br />1 positive<br />

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Model for measuring emotions<br />Happiness<br />Happy Joyful<br />Cheerful Satisfied<br />Proud<br />Elated, Excited, Enthusiastic<br />Excitement<br />Relaxed<br />Contented, Relaxed, Satisfied<br />Social<br />Trust, Love, Respect<br />Surprise<br />Amazed Surprised<br />Astonished<br />Beauty<br />Beautiful, Admired, Attractive<br />Fear<br />Afraid Nervous<br />Tense Worried<br />Insecure<br />Emotions<br />Anger<br />Angry Furious<br />Mad Irritated<br />Resentful<br />Violence<br />Aggressive, Abusive, Dominating<br />Swear words<br />Sadness<br /> Sad Disappointed<br />Regretful Gloomy<br />Pessimistic<br />Agony, Despair, Ashamed<br />Despair<br />Tired , Bored, Weak<br />Weak<br />Loneliness<br />Lonely, Rejected, Alienated<br />Disgust<br /> Disgust Contempt<br />Nasty<br />

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Insight generation<br />What is my target group concerned about?<br />What are trends in the market? <br />What are your blind spots?<br />Brand analyses<br />What is the share-of-voice and sentiment of my brand online?<br />What is my online brand positioning? <br />How do my competitors perform?<br />How is the impact of my advertising affecting online buzz?<br />Advertising impact<br />How is the impact of my advertising affecting online buzz?<br />Product<br />How is a new product launch evaluated?<br />How is a new product diffusing in the market?<br />Customer Experience<br />How are different touch points evaluated?<br />What are reasons to switch?<br />How strong is recommendation behaviour / referral value?<br />

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<br />81.861<br />

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Major diseases when getting older? Top 20 discussed diseases <br />physical<br />psychological<br />

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Emotions aboutaging concerns across disease states<br />Friends<br />Decision<br />Sentimeter<br />Safety<br />Religion<br />Active<br />Eating<br />Diagnosis<br />Professional<br />Transport<br /><ul><li>Finding right treatment not easy

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Never ending</li></ul>Clothes<br />Housing<br />Dog<br />Payment<br />Personal care<br />Law<br />Diseases<br />Identity<br />Treatment<br />Telephone call<br />Guilt<br />Buzz volume<br />

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Alzheimer DrugsSentimeter<br />All posts<br />Posts about AH Drugs<br />Posts about Aricept<br />Posts about Namenda<br />Posts about Reminyl<br />Comparison with sentiment across brands<br />Significantly higher<br />No significant difference<br />Significantly lower<br />60°<br />24°<br />9°<br />12°<br />66°<br />N=81861<br />N=878<br />N=644<br />N=235<br />N=193<br />

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<br />39.812<br />

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30 information segmentsbottom-up segmentation<br />Diagnosis<br />Health care<br />Driving<br />Confused<br />Helpful<br />Brand C<br />Side effects<br />Problem<br />Seizures<br />Job<br />Having pain<br />Control<br />normal behaviour<br />School<br />Wishes for thefuture<br />night<br />Awareness & knowledge<br />Husband<br />Satisfaction<br />Important<br />Headache<br />Scared<br />Difficult<br />Treatment<br />Children<br />Food & drinks<br />Dosage<br />Brand A<br />Budget<br />Brand B<br />

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25%<br />Natural & medical language<br />about seizures<br />Learn what consumers tell each other<br />Find hidden patterns – blind spots<br />Optimize online marketing strategy<br />

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Natural explanations seizure types<br />PETIT MAL<br /><ul><li>Also called ‘absence’

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People just stand and starevacantly

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My mind was wandering, blank, in a daze

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When asked to speak, would talk then just goblankand lose my entire train of thought and having no idea what I had implied

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My eyes would blink rapidly and then I would go blank as if I were daydreaming and mymindwouldbeshot</li></li></ul><li>Hormones, birth control, pregnancy & Brand A<br />94% of the conversations about hormones & Brand A are related to Pregnancy <br />Is Brand A safe during pregnancy?<br />Brand A controls seizures<br />Hormones<br />Seizures<br />From the research that I have done on pregnancy and seizures, I found Brand B and Brand A to be listed as the safe meds to be on. <br />Control unsuccessful<br />Seizures successful controlled<br />Add birth control<br />He told me that it was pretty safe, but that there was not enough participation in research for it to be approved to be taken during pregnancy by the FDA. If you do decide to get pregnant and still stay on Brand A I recommend that you join the pregnancy registry. Here is the information: … . The website is http://www.Brand A.com/pc/livin...h_epilepsy/women2.asp<br />Brand A limits effects birth control<br />Birth control is barrier<br />Wish to start a family<br />Successful pregnancy<br />not clear when<br />ovulating<br />

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<br />Online Brandscape<br />How are the different brands evaluated online?<br />

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Share brands in total amount of conversations<br />Total sample = 1327<br />About brands = 327<br />

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BrandsSentiment & performance analysis<br />% Emotionality<br />% Positive<br />% Negative<br />Average rating review sites<br />73%<br />68%<br />N = 101<br />28%<br />2,69<br />1,75<br />90%<br />81%<br />N = 48<br />52%<br />79%<br />64%<br />N = 39<br />1,1<br />41%<br />78%<br />78%<br />N = 36<br />3<br />25%<br />

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BrandsIn-depth analysis B&J<br />% Emotionality<br />% Positive<br />% Negative<br />Average rating review sites<br />73%<br />68%<br />N = 101<br />28%<br />2,69<br />Strengths<br />Different&uniqueflavours<br />Strong fanbaseonline: ‘the best’, ‘delicious’, B&J rules. However, fan base is less for the brand in general than for specificflavours.<br />Weaknesses<br />Too expensive for part of the consumers to consume it on a regular base<br />Known for<br />Quality of ice cream and perceived equal to Haägen Dasz<br />Corporate social responsibility: press releases about attempts to reduce impact of produding ice cream on the environment are spread & discussed<br />Vermont & cows<br />

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<br />71.230<br />

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1<br />Input for future broadcasting <br />Evaluation of specific aspects of the show<br />Information needs<br />2<br />

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Answers to questions you did not ask<br />Answers without asking questions<br />

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55<br />Where does Text Analytics make a difference?<br />Automational - Transformational<br />Handling complexity<br />Sentence parcing<br />Dictionaries<br />Co-occurence and linkage analyses<br />

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Languages<br />

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Lessons learned & limitations<br /> Social Media Nethnography is not a short cut<br />Analyse and audit, then track<br />Time investment for client and agency required through iterative process<br /> It is still developing<br />Language & dictionaries<br />Limited profile information<br />Upfront feasibility check for critical mass<br /> We still need to ask questions<br />Only the question follows the answers – a bit like Jeopardy<br />Complementary to interview based research<br />

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It’s time to jump and to become…<br />The Conversation Manager<br />

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Not just aboutobserving & joining social media<br />

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integration of word-of-mouthall marketing thinking & acting<br />

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From control towards leadership<br />

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As a manager<br />As a brand<br />As a peer<br />Observe<br />Facilitate<br />Join<br />

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64<br />Thank you<br />Contact us<br />www.insites.eu<br />+32 9 269 15 00<br />@steven_insites<br />steven@insites.eu<br />@nielsamz<br />niels@insites.eu<br />