bricks, clicks and order:
TRANSCRIPT
Bricks, Clicks and Order:Contrasting the Branded Experience of Legoland from social media and social proximity.
Dr Stephen Dann
Presentation Structure• Brief run through the fun literature
• Methods
• Data
• Commentary
Underpinning conceptual frameworks
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. the Journal of Marketing, 41-50.
Underpinning conceptual frameworks
Gap 4: Comms Gap
Legoland • Kelly (n.d.)
• “Legoland is a space that cannot replicate the spacelessness of the virtual”• “You do not exist in Legoland by force of will”
• Said et al (2001)• Every lego sign has a human agent• Lego constructions call for a narrative
• Kermode (2013)• Legoland uses bounded features and activity that are named and performed
Legomontage
Legolish• Legolish
• the visual medium of communication that imbues messages with an order, nostalgia and positive affective association (Said et al. 2001)
Legoland • Forstner (2010)
• Legoland as the idealised real world
• Sable (2007)• Legolisation conveys authenticity
• Jeffers (2004)• A cultural vortex, designed for movement, through which we travel…
Jeffers (2004): cultural vortex, designed for movement
Source: Runkeeper Pro tracking GPS data
Co-creation of value• Jeffers (2004)
• Legoland as a place of leisure created by experiential maps and personal stories
• Vargo and Lusch• Customers perform self-service in the creation of their own
value from consumption
• Ardill (2008)• Experience rewarded by investment of time, effort, energy, and
emotion
Research Agenda• Observe the Legoland created social media
• Instagram as focal point• Promise Books, Leximancer Analysis
• Observe the Legoland Physical Environment• Billund, Windsor, Gunzburg• On the ground photography
• Observe the consumer tagged environment• Instagram
Methodology• Three Phases
1. Collecting the Instagram timelinesSave-o-gramCreate a PDF “promise book”Analysis Instagram text with Leximancer
2. Observational data collection in Legoland
3. Contrast the #hashtag with timelineWebsta.me for searches
4thcoming: Tripadvisor reviews
Instagram Search• Each site uses an official hashtag, with an
encouragement to users to post their images to the tag.
• http://websta.me/
Promise Books
Instagram Text via Leximancer
Billund
sunshine
lego
Windsor
Preliminary Data Analysis• #legolandwindsor versus @legolandwindsor
• #legolandbillund versus @legolandbillund
• #legolanddeutschland versus… ?
Social Media Data• Borrowing from choice modelling
• Revealed preference (actual activity)• Stated preference (experimental design / intentions)
• Social Media provides revealed preferences• Instagram posts are deliberate editorial choices• Yelp / Trip advisor are revealed preferences
http://websta.me/
legolandwindsor legolandbillund
Questions to explore• How then is the Legoland experience reflected
when captured by users within the parkland?
• Do they reflect the Lego Instagram presence, using the account as a set of Lego Plans for a Lego Holiday?
User Captured Experience• Within park observations
• Landscapes• Younger children with mobile devices (iPads, iPhones or small
cameras• Older adults with DSLRs• Video cameras (early teens)
• Child within parkscape• Parents with mobile phones
• Parent A demonstrating to Parent B / trip sponsors that fun is being had…
• Limited observation of the #selfie, yet…
Summary Analysis: User Experience (3 parks)• Hashtag was a balance of park and people
• Official sites dominated by park
• In park performance “Photos for the absent”• The Red Balloon Photo
• [a souvenir just to prove the world was here]• Numerous parents posing children to send photos to family to
showcase the holiday was happening
• Convenience Sample • n = 100 most recent http://websta.me/ per park
N = 100 most recent imagesPark Park Experience People Not parkWindsor 38 52 10Billund 51 39 10Deustchland 49 44 7
138 135 2746% 45% 9%
Subsequent Analysis: Thematic Clusters• Rides• Food• Miniland• Characters• Events• People
Future Research Questions• Does the creativity emphasized in Lego play
present itself in the cocreated user messages?
Creative Bounded Consumption• Bounded Co-created
Consumption• 100 grams of Lego (10 euros)• 6 Minifigures (10 euros)
• Daily rationing of the bricks to 100g
• Get creative within fixed limits
The Research Pipeline• Larger sampling of the #hashtag to contrast the promise
books• Depth coding of promise and reality
• Self Generated User Experience • Tripadvisor data
• Social Media Timeline Analysis• Twitter accounts• Facebook data?
• Miniland Data Analysis
Miniland Brands: Actual versus Legolish
@Stephendann | [email protected] | [email protected]
https://www.facebook.com/operationlegoland#operationlegoland