the virtual engagement typology
Post on 05-Aug-2015
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FestIM2014FestIM2014
The Virtual The Virtual
Engagement TypologyEngagement Typology
Dr Robin CroftDr Robin CroftReader in MarketingReader in Marketing
University of BedfordshireUniversity of Bedfordshire
BackgroundBackground
The accidental 'expert'The accidental 'expert'
Writing about word of mouth since the 1990sWriting about word of mouth since the 1990s
Curiosity about the digital spaceCuriosity about the digital space
Sharing digital images since 2006Sharing digital images since 2006
Joining in the communitiesJoining in the communities
Studying the phenomenon from withinStudying the phenomenon from within
The ethnographyThe ethnography
More studies sinceMore studies since
OutlineOutline
Blurring boundariesBlurring boundaries
Audience and performerAudience and performer
Producer and consumerProducer and consumer
User generated contentUser generated content
A co-evolutionary dynamicA co-evolutionary dynamic
Audience involvement Audience involvement
Virtual word-of-mouthVirtual word-of-mouth
Audience and performerAudience and performer
At cultural eventsAt cultural events
2011 sharing the audience experience2011 sharing the audience experience
Eg Reading Festival, Champions LeagueEg Reading Festival, Champions League
2012 performers sharing the performance2012 performers sharing the performance
Eg London Olympics, Notting Hill Carnival,Eg London Olympics, Notting Hill Carnival,
Having an interesting narrativeHaving an interesting narrative
The community imperative to shareThe community imperative to share
2121stst century connectedness century connectedness
User generated contentUser generated content
Sharing experiencesSharing experiences
To engage with our community / audienceTo engage with our community / audience
Using products, services, brandsUsing products, services, brands
To tell a storyTo tell a story
Rich contentRich content
Pictures, movies, text, audioPictures, movies, text, audio
Apps: Facebook / Google+ checkin, FoursquareApps: Facebook / Google+ checkin, Foursquare
User generated contentUser generated content
Is (usually) immediateIs (usually) immediate
Value of feedbackValue of feedback
Cost-freeCost-free
To produce and to disseminateTo produce and to disseminate
Is credibleIs credible
It comes from a trusted source, orIt comes from a trusted source, or
Is real, from a non-commercial producerIs real, from a non-commercial producer
Creates its own buzz, momentumCreates its own buzz, momentum
Consumer needs,Consumer needs,technology providestechnology provides
Audience scalingAudience scaling
One to one, one to manyOne to one, one to many
Time compressionTime compression
Synchronous, asynchronousSynchronous, asynchronous
Democratized, accessibleDemocratized, accessible
Easy to use, mobileEasy to use, mobile
Private space, public spacePrivate space, public space
Rich contentRich content
Tells better storiesTells better stories
Audience involvement Audience involvement
Technology changes audiencesTechnology changes audiences
We have opinions we want to shareWe have opinions we want to share
Technology gives us that microphoneTechnology gives us that microphone
We share even live, broadcast eventsWe share even live, broadcast events
Twitter, IMTwitter, IM
Producers give audiences things to shareProducers give audiences things to share
Get feedback, improve the experienceGet feedback, improve the experience
Makes a virtual (huge) live audienceMakes a virtual (huge) live audience
Concentric NetworksConcentric Networks
Examples Examples
Facebook, RenRen, MyspaceFacebook, RenRen, Myspace
CharacteristicsCharacteristics
Closed by default, or invitation onlyClosed by default, or invitation only
IncludingIncluding
Friends, family, co-workersFriends, family, co-workers
Almost everyone personally knownAlmost everyone personally known
PurposePurpose
Sharing, bonding, dealing with life, hanging outSharing, bonding, dealing with life, hanging out
Building social capitalBuilding social capital
Ad Hoc NetworksAd Hoc Networks
Examples
LinkedIn, Flickr, Youtube, Twitter
Characteristics
Open by default, public
Including
Business contacts, co-workers, distant friends
Often complete strangers, but soul-mates
Purpose
Networking (career), advancing knowledge
Building social capital
Porous boundariesPorous boundaries
Tools can be used for both concentric and ad hocTools can be used for both concentric and ad hoc
By changing privacy toolsBy changing privacy tools
Eg users migrating from Facebook to TwitterEg users migrating from Facebook to Twitter
Community members in different categoriesCommunity members in different categories
Eg boring family members into ad hoc, friendly Eg boring family members into ad hoc, friendly co-workers into concentricco-workers into concentric
We can get intimate with complete strangersWe can get intimate with complete strangers
Where we find a lot in commonWhere we find a lot in common
BackgroundBackground
We are social beingsWe are social beings
We need to share storiesWe need to share stories
They make our communitiesThey make our communities
We discover who we are, what we believe inWe discover who we are, what we believe in
Technology gives usTechnology gives us
A wider audience / communityA wider audience / community
An audience that is always thereAn audience that is always there
A range of creative tools to use to tell better A range of creative tools to use to tell better storiesstories
Differentiators of Differentiators of Virtual Word of MouthVirtual Word of Mouth
Real consumption experiencesReal consumption experiences
Telling our experiences as we consume thingsTelling our experiences as we consume things
Products, brandsProducts, brands
Service encountersService encounters
EventsEvents
Proxy consumption Proxy consumption
Our reactions to the experiences of othersOur reactions to the experiences of others
Synchronous and asynchronousSynchronous and asynchronous
Virtual Virtual Conspicuous ConsumptionConspicuous Consumption
Sharing a positive experience in real time Sharing a positive experience in real time
ExamplesExamples
Sharing my holiday, my new car, my new house, my new shoes, Sharing my holiday, my new car, my new house, my new shoes, my dinnermy dinner
PurposePurpose
Ostentatious – I can afford this, I am enjoying this, I deserve thisOstentatious – I can afford this, I am enjoying this, I deserve this
Sharing – Isn't this interesting?Sharing – Isn't this interesting?
Managerial implicationsManagerial implications
Provide photo-opprtunities, triggersProvide photo-opprtunities, triggers
Provide infrastructure to share, eg WiFiProvide infrastructure to share, eg WiFi
Engage with users, encourage recognizeEngage with users, encourage recognize
Keep changing formats to encourage further sharingKeep changing formats to encourage further sharing
Virtual Display ApprovalVirtual Display Approval
Sharing something in real time, uncertain liking Sharing something in real time, uncertain liking
ExamplesExamples
Shopping for clothes, shoes. Eating out, eventsShopping for clothes, shoes. Eating out, events
What do we think of this?What do we think of this?
PurposePurpose
Helping to establish liking by reference to community Helping to establish liking by reference to community norms – Is this me?norms – Is this me?
Managerial implicationsManagerial implications
Encourage sharing – infrastructure, check-insEncourage sharing – infrastructure, check-ins
Change formats to encourage sharingChange formats to encourage sharing
Engage with audiences, encourage themEngage with audiences, encourage them
Virtual admonitionVirtual admonition
Sharing an experience that is going wrong Sharing an experience that is going wrong
ExamplesExamples
Complaining on provider's Facebook / Twitter Complaining on provider's Facebook / Twitter pagespages
PurposePurpose
Get this sorted out!Get this sorted out!
Warning community membersWarning community members
Managerial implicationsManagerial implications
Monitor traffic, engage with issuesMonitor traffic, engage with issues
Defuse the crisis, convert criticsDefuse the crisis, convert critics
Move vocal critics to private channelsMove vocal critics to private channels
Virtual self-descriptionVirtual self-description
Sharing a positive experience from the pastSharing a positive experience from the past
Often reacting to another community member Often reacting to another community member
ExamplesExamples
Recommending places to eat, musicRecommending places to eat, music
PurposePurpose
Ostentation – as per conspicuous consumptionOstentation – as per conspicuous consumption
Sharing knowledge, helping peopleSharing knowledge, helping people
Managerial implicationsManagerial implications
Monitor conversations, react and respondMonitor conversations, react and respond
Engage with audiences, encourage themEngage with audiences, encourage them
Virtual catharsisVirtual catharsis
Complaining about something from the past Complaining about something from the past
ExamplesExamples
Posting negative experiences to FB and TwitterPosting negative experiences to FB and Twitter
PurposePurpose
Getting even with poor providers, humiliating themGetting even with poor providers, humiliating them
Warning others in the communityWarning others in the community
Managerial implicationsManagerial implications
Engage with the complaints, learn from feedbackEngage with the complaints, learn from feedback
Move complainant to private channelsMove complainant to private channels
Virtual Virtual Vicarious ConsumptionVicarious Consumption
Expressing a liking for something outside one's Expressing a liking for something outside one's immediate experience, but potential future immediate experience, but potential future consumptionconsumption
Often triggered by another community memberOften triggered by another community member
ExamplesExamples
'liking' somebody's holiday postings'liking' somebody's holiday postings
PurposePurpose
Reinforcing social bonds, reciprocatingReinforcing social bonds, reciprocating
Managerial implicationsManagerial implications
Feedback, engage with audiencesFeedback, engage with audiences
VirtualVirtualAspirational ConsumptionAspirational Consumption
Expressing a liking for something that one is Expressing a liking for something that one is unlikely to be able to enjoy unlikely to be able to enjoy
ExamplesExamples
'liking' luxury goods, exotic destinations'liking' luxury goods, exotic destinations
PurposePurpose
Personal branding – If I had the money then...Personal branding – If I had the money then...
Managerial implicationsManagerial implications
Establish brand personalityEstablish brand personality
Exploit merchandising and other opportunitiesExploit merchandising and other opportunities
VirtualVirtualAttitude FormationAttitude Formation
Reacting negatively to something one has no direct Reacting negatively to something one has no direct experience ofexperience of
Often triggered by other community members Often triggered by other community members
ExamplesExamples
Emotional responses, eg to luxury goodsEmotional responses, eg to luxury goods
PurposePurpose
Personal self-branding – this is who I am, what I Personal self-branding – this is who I am, what I believebelieve
Managerial implicationsManagerial implications
Monitor brand personality, market segmentationMonitor brand personality, market segmentation
SummarySummary
The balance of power has switchedThe balance of power has switched
From companies, organisations, brand ownersFrom companies, organisations, brand owners
To connected individuals and communitiesTo connected individuals and communities
Audiences, performers, producers – the Audiences, performers, producers – the boundaries are blurringboundaries are blurring
Content gives audiences new ways of telling Content gives audiences new ways of telling storiesstories
Brand owners must learn from theseBrand owners must learn from these
Organisations must respond to theseOrganisations must respond to these
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