Consumer research through

social media

Mashup of various slideshares

1. Introduction to social media research2. Netnography big principles

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Brands not only need to reach their consumers, they need Brands not only need to reach their consumers, they need to engage them into meaningfull relationships at each to engage them into meaningfull relationships at each touch points.touch points.

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Brands are not central to their interactions, people Brands are not central to their interactions, people interact with other people to share their interact with other people to share their experiencesexperiences

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Social media is the door to consumers…Social media is the door to consumers…

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We can listen to what they say quantitatively, but We can listen to what they say quantitatively, but also dive into their world in a qualitative way.also dive into their world in a qualitative way.

netnographynetnography

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But consumers are sharing so much on the net, their But consumers are sharing so much on the net, their experience, their needs..even solutions…can we not only experience, their needs..even solutions…can we not only listen but also interact with them ?listen but also interact with them ?

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From insights gathering throught observation to From insights gathering throught observation to ideas as effective solutions issued from co creationideas as effective solutions issued from co creation

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The role of research institutes is evolving…from « voicing The role of research institutes is evolving…from « voicing up » to « helping the connexion between brands and up » to « helping the connexion between brands and consumers»consumers»

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They are becoming more a connector between They are becoming more a connector between consumers and brands, and between brands and consumers and brands, and between brands and agencies.agencies.

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In order to observe consumers in their natural In order to observe consumers in their natural environment or interact with them to gather insights or environment or interact with them to gather insights or co create co create

Netnography insight community co creation

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It depends on the brand project It depends on the brand project advancement…advancement…

Netnography insight community co creation

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The research institutes can adapt the level of The research institutes can adapt the level of interactivity with them …interactivity with them …

Co creationCo creation

observationobservation

crowdsourcingcrowdsourcing

1. Introduction to social media research2. Netnography big principles

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Netnography is nothing new….Netnography is nothing new….

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The same approach for foreign cultures as well as The same approach for foreign cultures as well as offline behavior, and digital behaviour ?offline behavior, and digital behaviour ?

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Netnography is = (net) ethnography…but not Netnography is = (net) ethnography…but not only….only….

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Netnography appears with people self Netnography appears with people self expression of the netexpression of the net

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But netnography is not just « content But netnography is not just « content analysis »analysis »

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Netnography is also about observing people in Netnography is also about observing people in their natural context…their natural context…

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How can we define netnography ?How can we define netnography ?

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Netnography doesn’t exist as a discipline, it’s a Netnography doesn’t exist as a discipline, it’s a mix of disciplines.mix of disciplines.

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It doesn’t pretend to be a science, it’s just an It doesn’t pretend to be a science, it’s just an explorative methodologyexplorative methodology

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It allows us to see the world throught the eyes It allows us to see the world throught the eyes of consumers…to gather real life insights.of consumers…to gather real life insights.

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But not just regular insights, it allows to go deeper But not just regular insights, it allows to go deeper into the life of consumers to understand the « why » into the life of consumers to understand the « why »

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To uncover insights opening up solutions, ways the To uncover insights opening up solutions, ways the brand can help people do something (involving the brand can help people do something (involving the brand/product)brand/product)

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Interdisciplinary teams need to be involved as we Interdisciplinary teams need to be involved as we are at the cross roads of analysis and creativityare at the cross roads of analysis and creativity

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The only way the team can work together is by being The only way the team can work together is by being « user centric » not just « data centric » or « idea « user centric » not just « data centric » or « idea centric »centric »

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This is the overall process of a netnography (5 This is the overall process of a netnography (5 steps)steps)

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Step 1 = research definition (who do we want Step 1 = research definition (who do we want to gather in our community ?)to gather in our community ?)

We need to get an understanding of who the consumers are, where they are on the net, how many they are, and if they are gathered into « open » communities before defining the scope of the study =-Desk research-Expert interviews-Monitoring of key words

In this phase we shall identify the various targets we will gather, dress up their profile (before tagging them in the next phase).

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Step 2 = community selection and gathering Step 2 = community selection and gathering into a listening plateforminto a listening plateform

•Gather highly involved consumers we identify through extensive social web monitoring based on key words.

•Add sources we have validated and which correspond to the voice of a consumer, not a media / a professional blogger).

•Tag the sources with relevant informations that will structure the analysis.

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Step 3 = community observationStep 3 = community observation

Everyday, the observer will fine tune the community clusters and the topic clouds, and categorize the content he will then extract for analysis.He can also set up some specific filters to access more relevant content.

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Step 4 = data analysis to extract insights.Step 4 = data analysis to extract insights.

Data analysis

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Step 5 = get a deeper understanding of the issues raised Step 5 = get a deeper understanding of the issues raised behind these insights, and the ideas they mentionedbehind these insights, and the ideas they mentioned

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3 outputs = personas + scenarios + proposition.3 outputs = personas + scenarios + proposition.

Thank youThank youGautam Verma

Let’s connect on Twitter @gtmtwt