social media nethnography: mining and understanding the consumer conversation
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Social Media Nethnography
Managing and Mining the Consumer Conversation
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@steven_insites @nielsamz
Word of mouth
Word-of-mouth is THE driver of growth
The belief
INTEGRATION of WOM in all marketing activities
The goal
MANAGE word-of-mouth
The BIG worLd of mouth test!
You use social networks at least weekly
(e.g. Facebook, Twitter, LinkedIn)
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The BIG worLd of mouth test!
You sometimes check online buzz about your brand
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The BIG worLd of mouth test!
You have automated systems to monitor
buzz about your brand(e.g. Google Alert, Tweetdeck)
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The BIG worLd of mouth test!
Do you perform in-depth analyses
of social media for you brand /
business?
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The BIG worLd of mouth test!
You participate in online
conversations
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The BIG worLd of mouth test!
A revolution implies CHANGE
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Bestseller ‘The Conversation Manager’
Available on Amazon
The first interactive management book for iPad, download available
Need for RADICAL change
Observe Facilitate Join
As a manager As a brand As a peer
limitations of interview based techniques
Would not we want to do this?
Life Caching
User Generated Content
Social media netnography
Tapping into online conversations
Social Media Nethnography
Social MediaDashboards / Monitoring
exploratory for enhanced quality
DATA COLLECTION using pre-defined research tools,
traditional ones or innovative ones
ANALYSISanswering questions that
were predefined
SURVEY/ TOPIC GUIDE
DEVELOPMENTwhat do we want to ask
SAMPLINGselection of participants we
want to talk to
FRAMEWORK
DEVELOPMENT what do we want to observe?
which conversations interest us?
SAMPLINGselection of sources/situations you
want to observe
DATA COLLECTION with the aid of research blogs or
webscraping
TOP-DOWN & BOTTOM-UP
ANALYSISCombination of quantitative & qualitative
analysis techniques +
text analytics
Traditional research Social Media Nethnography
Top down analysis
Bottom-up analysis
TWO core principles
Analysis process
3.Qualitativeanalysis
2.Associativepattern
recognition
1. Descriptivetaxonomydetection
To what extent do we find our research
topics back?
Which terms often co-occur? Which
concept are often mentioned bottom-up?
Analys original verbatims via qualitative
content analysis
Sentiment analysis
Sentiment of the
conversationSentiment of a
brand / topic
'I had a terrible day. I
drank some Lipton tea
and felt better
'I had a terrible day. I
drank some Lipton tea
and felt better
Conversation level Sentence level
1 positive – 1 negative
1 positive
Insight generationWhat is my target group concerned about?What are trends in the market? What are your blind spots?
Brand analysesWhat is the share-of-voice and sentiment of my brand online?What is my online brand positioning? How do my competitors perform?How is the impact of my advertising affecting online buzz?
Advertising impactHow is the impact of my advertising affecting online buzz?
ProductHow is a new product launch evaluated?How is a new product diffusing in the market?
Customer ExperienceHow are different touch points evaluated?What are reasons to switch?How strong is recommendation behaviour / referral value?
81.861
Major diseases when getting older? Top 20 discussed diseases
5627
4733
4452
3584
3477
2684
2614
2094
1749
1732
1685
1608
978
970
909
905
895
859
793
737
736
706
622
616
522
dementia
cardiovascular
overweight
vision loss
alzheimer
stress
memory loss
emotional dysregulation mood
cancer
head problem
foot toe ankle
gastro
mobility issues
anxiety
muscle problems
lung problems
diabetes
incontinence
inflammation
psychotic
parkinson
joints arthritis
skeleton
skin issues
sleep problems
physical
psychological
Buzz volume
Sen
tim
eter
Eating
Professional
Housing
Payment
Guilt
Identity
Telephone call
Treatment
Diagnosis
Transport
Dog
Personal care Law
Clothes
Active
FriendsDecision
Safety
Religion
Emotions aboutaging concerns across disease states
Diseases
» Finding right treatment not easy
» Never ending
0
30
50
70
90
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40
60
80
100
0
30
50
70
90
20
40
60
80
100
0
30
50
70
90
20
40
60
80
100
All posts
60°
Posts about
AH Drugs
N=81861
Posts about
Aricept
Posts about
Namenda
Posts about
Reminyl
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30
50
70
90
20
40
60
80
100
0
30
50
70
90
20
40
60
80
100
24°
N=878
Alzheimer DrugsSentimeter
9°
N=644 N=235 N=193
12° 66°
Comparison with
sentiment across
brands
Significantly higher
No significant difference
Significantly lower
39.812
30 information segmentsbottom-up segmentation
Seizures
Health care
Children
Awareness & knowledgeTreatment
Helpful
Diagnosis
Problem
night
DifficultFood & drinks
Satisfaction
School
Dosage
Budget
Control
Driving
Side effects
Husband
Brand A
Brand B
normal behaviour
Job
Headache
Confused
Brand C
Having pain
Wishes for thefuture
ImportantScared
Natural & medical languageabout seizures
25%
Learn what consumers tell each other
Optimize online marketing strategy
Find hidden patterns –blind spots
Natural explanations seizure types
PETIT MAL
Also called ‘absence’People just stand and stare vacantlyMy mind was wandering, blank, in a dazeWhen asked to speak, would talk then just go
blank and lose my entire train of thought and having no idea what I had impliedMy eyes would blink rapidly and then I would
go blank as if I were daydreaming and mymind would be shot
Hormones, birth control, pregnancy & Brand A
Is Brand A safe during
pregnancy?
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.
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
Hormones Seizures Brand A controls
seizures
Control
unsuccessfulAdd birth
control
Seizures
successful
controlled
Wish to start a
family
Birth control
is barrier
Brand A limits
effects birth
control
not clear when
ovulating
Successful
pregnancy
94% of the conversations about hormones & Brand A are related to Pregnancy
Online BrandscapeHow are the different brands evaluated online?
Share brands in total amount of conversations
Total sample 100%
conversations
Brands
24%
conversations
Total sample = 1327 About brands = 327
31%
15%
12%
11%
11%
10%
7%
6%
6%
4%
3%
3%
2%
2%
1%
1%
1%
0%
ben & Jerry's
Breyers
Blue Bunny
Haägen Dazs
Edy's
Bluebell
Mars
Deyers
Turkey Hill
Kemp
Carvel
Unilever
Zambeedo
Snickers
Skinny Cow
Klondike
Fudgsicle
Drumstick
BrandsSentiment & performance analysis
%
Emotionality% Positive % Negative
73% 68% 28%
N = 101
90% 81% 52%N = 48
79% 64% 41%N = 39
78% 78% 25%N = 36
Average
rating review
sites
2,69
1,75
1,1
3
BrandsIn-depth analysis B&J
• Strengths
– Different & unique flavours
– Strong fan base online: ‘the best’, ‘delicious’, B&J rules. However, fan base is less for the brand
in general than for specific flavours.
• Weaknesses
– Too expensive for part of the consumers to consume it on a regular base
• Known for
– Quality of ice cream and perceived equal to Haägen Dasz
– Corporate social responsibility: press releases about attempts to reduce impact of produding
ice cream on the environment are spread & discussed
– Vermont & cows
%
Emotionality% Positive % Negative
73% 68% 28%
N = 101
Average
rating review
sites
2,69
71.230
Information needs
Input for future broadcasting
Evaluation of specific aspects of the show
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Answers to questions you did not ask
Answers without asking questions
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Where does Text Analytics make a difference?
Automational - Transformational
Handling complexitySentence parcingDictionariesCo-occurence and linkage analyses
Languages
Lessons learned & limitations
Social Media Nethnography is not a short cutAnalyse and audit, then track
Time investment for client and agency required through iterative process
It is still developingLanguage & dictionaries
Limited profile information
Upfront feasibility check for critical mass
We still need to ask questionsOnly the question follows the answers – a bit like Jeopardy
Complementary to interview based research
It’s time to jump and to become…The Conversation Manager
Not just about
observing & joining social media
integration of word-of-mouth
all marketing thinking & acting
From control towards leadership
Observe Facilitate Join
As a manager As a brand As a peer
