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While there have been many different applications of social media data in the marketing field, one that is not well known but is arguably the most interesting, is Virtual Ethnography. Virtual Ethnography is the process of conducting and constructing an ethnography using the virtual, online environment as the site of the research. With Virtual Ethnography, a market researcher can study a community online to gather insights within the context of marketing strategies and/or initiatives. John Song & Jen Kersey, share their insights into Virtual Ethnography and illustrate them with a case study for the beloved marshmallow candy Peeps . The findings are both entertaining and quite insightful from a marketing perspective.
Citation preview
thinkintrepid.com
Virtual Ethnography:
Bridging the Gap between
Market Research & Social Media
#sm2ROIseries
Jen Cardew Kersey @JenKersey
John Song @JohnSong
OVERVIEW OF PRESENTATION
© INTREPID, An Alterian Company
2010 ALL RIGHTS RESERVED 2
#sm2ROIseries
Defining Virtual Ethnography
@ThePeeps: A Case Study
Virtual Ethnography in Market Research
Q & A
STEPS OF SOCIAL MEDIA MONITORING
3
#sm2ROIseries
© INTREPID, An Alterian Company
2010 ALL RIGHTS RESERVED
DEFINING VIRTUAL
ETHNOGRAPHY
The Basics
4
WHAT IS ETHNOGRAPHY?
5
#sm2ROIseries
Ethnography is a research methodology rather than just a data collection
technique. It is unique in its:
Approach
• Open mind
• Objectivity
• Adjustments as needed
Data Collection
• See it from their POV
• Experience it
• Use multiple methods
• Spend as much time as needed
• What they DO vs. what they SAY
Analysis
• Theoretical frameworks
• Deep dives
• Brainstorms
• Client involvement
• Going back into the field if needed
© INTREPID, An Alterian Company
2010 ALL RIGHTS RESERVED
Virtual ethnography, like it‟s offline counterpart, ethnography, is a research
methodology rather than a data collection technique
•Ethnography of a virtual space (one website or more)
•Ethnography of a group of people (across many websites)
•Ethnography of a topic (across internet & can include many groups)
Online, you can explore:
•Public vs. Private conversations
•Communities of people
•Influencers and extreme individuals
•Individuals
AND VIRTUAL ETHNOGRAPHY?
6
#sm2ROIseries
© INTREPID, An Alterian Company
2010 ALL RIGHTS RESERVED
WHAT CAN VIRTUAL ETHNOGRAPHY EXPLORE?
7
Conversations
being had by
members of a
community
Public Discussions (in
stores, talk shows, radio shows, etc.)
On the Web
(Combination of public,
private and semi-public)
Semi-public Discussions
(at work, in the restroom, while shopping, etc.)
Private Discussions
(with family, friends,
spouses)
IM Social
Networking
Sites Blogs/
Microblogs
Peer
evaluation
sites
Multimedia
(YouTube,
Podcasts)
Newsgroups
Message
Boards
Chat rooms
Virtual ethnography #sm2ROIseries
© INTREPID, An Alterian Company 2
010 ALL RIGHTS RESERVED
WHAT MAKES VIRTUAL ETHNOGRAPHY DIFFERENT
• Research questions guide the process
• Iterative process
• Cultural understanding defines keywords
• Contextualizing snippets
• Hand collected & software collected data
• Analyzed by software & researchers
8
Versus
#sm2ROIseries
© INTREPID, An Alterian Company
2010 ALL RIGHTS RESERVED
THE APPROACH
Virtual Ethnography in Market
Research
9
@THEPEEPS VIRTUAL ETHNOGRAPHY
10
Tra
dit
ion
al C
ult
ure
• Seasonal
• “Intended” usage
• Strong feelings of nostalgia or hate
• Conversations
•Colors
•Shapes
•Flavors
•Ways to eat them
Fa
n C
ult
ure
• Not as seasonal
• Inventive & creative usage
• Hobbies & entertainment
• Media (& conversations)
•Dioramas
•Microwave videos
•Photographs all over the world
Four week study that combined Social Media monitoring with virtual ethnography in
order to identify how people were talking about Peeps online, a deeper
understanding of their costumers, and opportunities for the Peeps brand
#sm2ROIseries
© INTREPID, An Alterian Company
2010 ALL RIGHTS RESERVED
DEFINE THE PROBLEM
11
#sm2ROIseries
articulate a clear and actionable brief that creates a framework for the
insight – the problem can be about a population or a specific topic (for
instance a product) or online space
FIND THE PEOPLE
define the participants that can most effectively shed light on the
questions
PLAN THE APPROACH
agree on an agenda that includes the mode of data collection – this keeps
the team focused during data collection but is flexible enough to allow for
ad hoc opportunities and paths
© INTREPID, An Alterian Company
2010 ALL RIGHTS RESERVED
COLLECT THE DATA
12
#sm2ROIseries
leverage social media monitoring tools, like SM2, to help you collect and
manage the vast amounts of data available on the social web & hand
collect data as needed
Desk Research
Qualitative Research
Participant
Observation Interaction
• Basic facts & figures
• Lay of the land
• Competitor ecosystems
• Background information
• Lurk to get a feel for the
culture
• Do not disturb the culture by
the presence of a researcher,
a focus group facility, a
discussion guide, etc.
• Interact with questions with
the permission of the group
© INTREPID, An Alterian Company
2010 ALL RIGHTS RESERVED
COLLECT THE DATA: USING SM2
13
#sm2ROIseries
Using SM2 to
collect data from
all social media
platforms with the
following search
terms:
"Ann Arbor" AND "Peeps"
"Peeps" AND "forum“
"Peeps" AND "geek*"
“Peeps" AND "community“
"Peeps" AND "gift" AND
"basket"
"Peeps" AND "haiku"
"chicks" AND "Peeps“
“bunnies” AND “Peeps”
"Peeps" AND "holiday*"
AND "marshmallow"
"Just Born" AND "candies"
AND "peeps"
"Peeps" AND "jousting"
"Just Born" AND "candy"
AND "peeps" "Peeps in
Places"
"Peeps" AND
"marshmallow"
"Peeps Show"
"Peeps" AND "microwave"
"Peeps" AND "Serious
Eats"
"Peeps" AND "mockery"
AND "game"
"Peeps" AND "Washington
Post“
"Peeps" AND "Peep off"
"Peeps" AND "product" AND
"bunny" "Peeps" AND
"purse*"
"Peeps" AND "recipe*"
"Peeps" AND "color" AND
"taste“
"Peeps" AND "research"
AND "expand" "Peeps" AND
"cooking*" AND
"marshmallow"
"Peeps" AND "seasonal"
"Peeps" AND "cosmetics"
AND "marshmallow“
"Peeps" AND "song*"
"Peeps" AND "culture*"
AND "marshmallow“
"Peeps" AND "spoof*"
AND "marshmallow"
"Peeps" AND "dance"
"Peeps" AND "stationery"
AND "chick" "Peeps" AND
"dancing"
"Peeps" AND "test*" AND
"marshmallow" "Peeps"
AND "diorama"
"Peeps" AND "toy*" AND
"marshmallow" "Peeps"
AND "Easter“
"Peeps" AND "travel" AND
"chick"
"Peeps" AND "experiment*“
"Peeps" AND "website"
AND "marshmallow"
"Peeps" AND "factory tour”
Total results
found are:
16,414 results
within date
range: 3/22 –
4/6
•Search terms were added
as the researchers learned
more about the cultures
•Social media monitoring
tools make the data
quantifiable
© INTREPID, An Alterian Company
2010 ALL RIGHTS RESERVED
TAKE IT OFFLINE
14
#sm2ROIseries
validate your findings through more traditional methods like focus groups;
this also gives you the opportunity to compare and contrast what is found
online and offline (which can sometimes be surprising!)
Participant
Observation
Interacting
Large amounts of data
Hypotheses
Theories
Etc, etc.
Test hypotheses and verify theories:
In-depth interviews
Focus groups
Day-in-the-life-of
Etc, etc
© INTREPID, An Alterian Company
2010 ALL RIGHTS RESERVED
ANALYZE AND INTERPRET OPPORTUNITIES
15
dive into the insights with workshops. In the end, tell stories with a clear
set of „A-Ha‟s and next steps)
Analysis
Who
What
When
Where
Why
How
Segments of conversations
Topic and word
frequencies
Events Conversation
analysis
Contextualize conversations
Slideshow of artifacts
Analysis of sentiment
Personas Day-in-the-
life-of
List of hot sites
Ecosystem
Time analysis of
conversations
© INTREPID, An Alterian Company
2010 ALL RIGHTS RESERVED
ANLAYSIS THROUGH AN ETHNOGRAPHIC FRAMEWORK
16
Fan culture is the culture made up of fans of brands & products. These
fans create art, which takes a variety of forms, from the products that
they love so much. Fan culture represents the love of the product as
well as the comradery amongst the fans.
Fan Culture
Knowledge
Involvement &
Performance
Identity & Belonging
#sm2ROIseries
© INTREPID, An Alterian Company
2010 ALL RIGHTS RESERVED
ANALYZE : TRADITIONAL VS. FAN CULTURES
17
#sm2ROIseries
Video/photos Microblog Mainstreams Blog Social network Forum Wiki
1203
774
482 347
153 123 26
Fan Culture conversations share of voice
Microblog Blog Mainstreams Forum Social Network Video/Phot Wiki
5088
3115 1627 1581 1362 509 24
Traditional Culture conversations share of voice
The fan culture audiences express themselves online through video &
photos whereas the traditional audience is more likely to have written
conversations online
© INTREPID, An Alterian Company
2010 ALL RIGHTS RESERVED
ANALYZE: THE TRADITIONAL CULTURE
18
Traditional Culture Peeps conversations
Are Peeps just for Easter?
Ways to eat Peeps
Peeps favorite colors and
shapes
“Peeps are amazing...
and as bill said, stale ones are very good too!
They're great if you put 'em in the microwave for
like 15 seconds and let them get soft and big,
then eat them!”
<Bobby Gratz> (I Hate Peeps! - Facebook)
“@JenOgden *handing you a pink, chick PEEP*
Enjoy & Happy Easter!!! (I like the purple bunny
Peeps) teehee”
http://twitter.com/DDubsTaraATL/statuses/11
543969430
“My opinion on peeps varies. I used to
loved them - stale - now not so much. But I
love them toasted/roasted. Mmmm!
Perfection. I don't know if I'll be eating any
this time. I haven't eaten candy in about a
month …”
<jenjie>
(“I have to ask--peeps or no peeps the
marshmallow-y things” -
http://www.twopeasinabucket.com )
#sm2ROIseries
© INTREPID, An Alterian Company
2010 ALL RIGHTS RESERVED
ANALYZE: DEEP DIVING INTO FAN CULTURE ACTIVITIES
© INTREPID 2010 ALL RIGHTS RESERVED 19
Peeps in microwave
190 YouTube videos and still counting
The number of views for these videos
are 2,841,589; with 11,213
comments.
Taste
better
9%
Fun
54%
Gross
19%
No
reason
12%
Other
6%
video “Three Peeps In A Basket... In A Microwave Oven” (745 comments)
peeps are gross. they deserve that
(AndrewKalember – YouTube
audience)
oh my gosh that looked so gross but
FUNNY!!! XD though i feel bad for
them now. i microwaved a peep and it
almost exploded the fluff came out
the side..... i'm gonna post it XD XD
as soon as my computer lets me
(MewBerrylvy – YouTube audience)
ANALYZE: FAN CULTURE & MICROWAVES, WHY DO THEY DO IT?
20
Microwave Peeps
Inexpensive on clearance
Hobby
Dislike Peeps
Entertaining Easter time
(non religious) ritual
Curiosity
Taste better
#sm2ROIseries
© INTREPID, An Alterian Company
2010 ALL RIGHTS RESERVED
SHARE THE INSIGHT: FAN CULTURE PROFILE
21
#sm2ROIseries
finally, work hard to make the outputs accessible, engaging, and
meaningful
Shelly S is a female librarian from New York
She has 57 peeps photos which attracted 5945 views in
total. And all of these photos are classified as fan
culture
The concept of her photos are toys/food diorama
ANOTHER MAIN STREAM BRAND WITH A FAN CULTURE
22
Traditional Culture
http://members.socket.net/~llile/ConcreteStain/Concrete_
Stain.html
Duck Tape duct tape is a great
example of a company
embracing the naturally
occurring fan culture and
making a profitable product
that appeals to the fan culture
population without disrupting
the traditional consumers.
Sales go through different
channels
http://yuni-
promdresses.blogspot.com/201
0/03/duct-tape-prom.html
Fan Culture
#sm2ROIseries
© INTREPID, An Alterian Company
2010 ALL RIGHTS RESERVED
SHARE THE INSIGHT: RECOMMENDING NEXT STEPS
23
Seasonal
What are they doing? Who are these people? How can we reach
them?
How can the fan culture of Peeps be
leveraged by the brand?
Year-Round Projects Why do they
like Peeps?
What draws
them to the
culture?
What do they
need from us?
Online Social
Media
In-store
Products Events
Merchandise that Just Born can create around the Peeps brands that will serve
the Fan Culture while not disrupting the Traditional Culture
#sm2ROIseries
© INTREPID, An Alterian Company
2010 ALL RIGHTS RESERVED
ADDITIONAL VIRTUAL ETHNOGRAPHY USAGE
24
#sm2ROIseries
Market Analysis
•How people are learning languages online
• If a traditional offline publisher has an opportunity in online products
Messaging
•Listening to consumer conversations (positive & negative) about the product
•Testing messages with offline focus groups
True brand sentiment
•How people talk about the brand when no one is asking them
• Influencers, communities, individuals
•Contextualizing this with offline conversation
© INTREPID, An Alterian Company
2010 ALL RIGHTS RESERVED
WWW.THINKINTREPID.COM
Intrepid, An ALTERIAN Company
25
ABOUT THE PRESENTERS
26
John Song was founder and CEO of Intrepid
Consultants , which was recently acquired by Alterian
. At Intrepid, he worked to provide actionable insights
from social media data. Before his days at Intrepid,
John founded a web analytics consultancy that was
later sold to the digital agency Ascentium . Prior to
that, he was a minority co-founder and managing
director (EMEA) for Noetix , a business intelligence
software company. http://meetjohnsong.com/
© INTREPID, An Alterian Company
2010 ALL RIGHTS RESERVED
Jen Cardew Kersey has had an interest in virtual
ethnography since finishing up her MS degree in
applied anthropology at the University of North Texas.
She has since discovered an unrealized love for
market research. Jen has been involved in various
virtual ethnography projects and has presented her
findings to a variety of audiences.
thinkintrepid.com
How can you use virtual ethnography to
gain insight for your marketing needs?
#sm2ROIseries
Jen Cardew Kersey @JenKersey
John Song @JohnSong
VIRTUAL ETHNOGRAPHY FAQs
28
• Determine which methodologies will be best suited to inform and answer which research questions – virtual ethnography is well suited to at least inform most research questions
Research questions
• Intrepid‟s research team is able to apply their expert knowledge of the internet and culture to help navigate the abundance of info online
Determine where to go
• Intrepid knows what types of conversations need to be captured, where we should participate and what should be represented in the sample
Participate and observe
• It takes skill and experience to wade through abundant amounts of information and not become biased. It‟s significant if it might answer a research question
Determine what‟s relevant & significant
• Intrepid organizes a representative sample of artifacts (multimedia) in an online catalog to aid analysis and to be used as an on-going living archive
Collect & organize artifacts
• Just like any other qualitative method, a trained researcher will know when they have enough data- new themes will stop emerging and the researcher intuition kicks in
Knowing what‟s enough
© INTREPID, An Alterian Company 2010 ALL RIGHTS RESERVED