am 2012 presentation canhoto and kietzmann
DESCRIPTION
Presentation delivered at the Academy of Marketing Conference, 2012 (Southampton, UK). Winner of the best paper in track, Market Segmentation. More information here: http://anacanhoto.com/2012/08/06/social-media-and-customer-insight/TRANSCRIPT
A Conceptual Investigation of the Value of Social Media Data as a
Source of Customer InsightAna Isabel Canhoto, Oxford Brookes UniversityJan Kietzmann, Simon Fraser University
Canhoto and Kietzmann, 2012
The issue
Canhoto and Kietzmann, 2012 Source: Kietzmann et al 2011
The issue
Canhoto and Kietzmann, 2012
The goals
• Investigate the potential of SM channels to contribute to customer insight
• Conceptual research: move theory and practice from a predominantly micro perspective to a fairly macro one (MacInnis, 2004)
• Availability of data vs. Value in use– Information Systems: to make good decisions,
managers need to assess the quality of the input data on its own, as well as in terms of its usefulness for solving specific tasks (Watts et al., 2009)
Canhoto and Kietzmann, 2012
The goals
• Theory into practice:
Canhoto and Kietzmann, 2012
The goals
• Practice into theory:– Emerging techniques – Keynote speech– Knowledge gaps
• Different stakeholders’ perspectives– Users vs. developers of customer profiles
• Segmentation discourse– Possible vs. acceptable approaches– Quality– Effectiveness, efficiency…
Canhoto and Kietzmann, 2012
The approach
1. Identify a suitable framework to assess the quality of social media data
2. Adapt the framework for the specific context of segmentation
3. Validate the framework with users and developers of customer profiles
4. Apply the framework on social media data
Canhoto and Kietzmann, 2012
1. Literature Review
Canhoto and Clark, 2012
2. Developing the frameworkDimension Segmentation
Intrinsic The data in its own right; and source
Bias, errors, lies or exaggerations (Lichtman et al., 1992)[Keynote: Jameson and Bass 1989]
Results can be distorted by unique occurrences or local effects (Humby, Hunt, & Phillips, 2003)
Contextual Context for which the data is to be used
Cost and practical difficulties of obtaining and updating detailed customer typologies (Quinn, 2009)
Solutions need to be manageable (Dibb, 2005)
Key variables not easily observable (Hines & Quinn, 2005)
Gap in the literature concerning specific business contexts (Dibb and Simkin, 2001)
Canhoto and Kietzmann, 2012
2. Developing the frameworkDimension Segmentation
Representational The format and the meaning of the data
Practitioners value ethnographic research (Zolli, 2006) and qualitative insight such as video footage (Quinn, 2009)
Intuitive approach (Palmer & Millier, 2004)
Broader, soft, more exploratory than operational data (Canhoto, 2008)
Accessibility How the data is retrieved
Multiple data sources (Bailey et al., 2009) and distribution channels (Meadows and Dibb, 1998)
Transfer all the data into a single database (Meadows and Dibb, 1998)
Canhoto and Kietzmann, 2012
2. Developing the framework
Canhoto and Kietzmann, 2012
3. ValidationDimension Segmentation Application
Intrinsic The data in its own right; and source
Bias, errors, lies or exaggerations (Lichtman et al., 1992)
Results can be distorted by unique occurrences or local effects (Humby, Hunt, & Phillips, 2003)
Avatars in Second Life as self-idealizations of the user; Facebook profiles deemed to reflect actual personality fairly closely (Back et al., 2010). LinkedIn, as a professional social network, might be seen as a better source (Kietzmann et al., 2011)People generally share true consumption decisions on Facebook, but lie on dating sites (Epstein, 2007)Users can have several identities through conscious or unconscious disclosure of personal information (Kaplan and Haenlein, 2010)
Canhoto and Kietzmann, 2012
3. Validation
• Qualitative interviews (key informants)– So far: 2 users + 2 developers– Goal: 30 or saturation
• (Very) preliminary findings:– Dimensions: all relevant– Factors: not all equally relevant for every
scenario
Canhoto and Kietzmann, 2012
3. Validation
Canhoto and Kietzmann, 2012
Ana Isabel Canhotowww.anacanhoto.com@[email protected]
Jan Kietzmannhttp://beedie.sfu.ca/profiles/[email protected]
A Conceptual Investigation of the Value of Social Media Data as a
Source of Customer Insight