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[object Object],[object Object],[object Object],[object Object],[object Object],VOA018 – Social Media Marketing Research 31.08.11 [email_address]
VOA018 – Social Media Marketing Research Dr. Ingeborg Astrid Kleppe Norwegian School of Economics Fall 2011 31.08.11 [email_address] ,[object Object],[object Object],[object Object],[object Object],[object Object]
31.08.11 [email_address]
31.08.11 [email_address] http://www.medialifemagazine.com/artman2/publish/Media_economy_57/Behind-the-huge-growth-of-social-media.asp   “ The growth of social media ad spending over the next few years will be nothing short of explosive.…Every other site is secondary behind Facebook” Impact forecast ,[object Object],[object Object],[object Object]
31.08.11 [email_address] Everyone wants to be an expert on Social Media ,[object Object],[object Object],[object Object]
31.08.11 [email_address] ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social media – Web 2.0 ,[object Object],[object Object],[object Object],[object Object],[object Object],31.08.11 [email_address] SOCIAL MEDIA  IS NOT A SINGLE UNIT OF ANALYSIS SOCIAL MEDIA  IS NOT ABOUT NUMBERS SOCIAL MEDIA IS ABOUT CULTURE(S)
31.08.11 [email_address] Room for all – What kind of  statement is  this?
31.08.11 [email_address] ,[object Object],[object Object],[object Object],[object Object]
31.08.11 [email_address] Ingeborg is online Ingeborg is Media Literate as she can -participate & -contribute with content
Media literacy + Web2.0     The Hyper-social individual 31.08.11 [email_address] Web2.0 Hyper-sociality: Social relations independent  of  kinship  and  geography at  a large scale
31.08.11 [email_address] Where can I  find theory  and methods  to study Social Media?
31.08.11 [email_address] Academic teaching: PhD course in SMM  NHH Fall 2010 International relations and exchange NHH Schulich School of Business, Toronto Uni
New concepts to study roles in the marketplace ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],31.08.11 [email_address]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],31.08.11 [email_address]
The new consumer ,[object Object],[object Object],31.08.11 [email_address]
31.08.11 [email_address] Are we  hyper-social ?
Social Networking sites and Our lives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],31.08.11 [email_address]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],31.08.11 [email_address] ?
Four distinct member types in virtual communities 31.08.11 [email_address] High self-centrality of social activity Low self-centrality of social activity Adapted from  Kozinets 1999, E-tribalized marketing Weak social ties to community Strong social ties to community Devotee Mingler Tourist Insider
The Cultural Field  Behind the Screen 31.08.11 [email_address]
Participatory Culture ,[object Object],31.08.11 [email_address]
31.08.11 [email_address]   “ The nature of the beast: BMWs accelerate and handle so well and feel so secure at high speed that Bimmer owners tend to get impatient with left-lane dawdlers and slowpokes. When we go roaring past them, the fraidy-cats in their unsafe-at-any-speed junkers and massive wobbly SUVs understandably assume we have lost our minds and our ultimate driving machines are weapons aimed at mutual destruction and the unraveling of the social contract.”       “ BMW should be for people who can drive, please keep yourself in a SUV so that when you swerve to avoid me as you barge into my lane, your top heavy car will roll over like a bitch and mash your head into the exact pulp that fills the pores of your otherwise empty cranium”
31.08.11 [email_address] ,[object Object],[object Object],[object Object],[object Object]
31.08.11 [email_address] “ Coffee is just another product for you too. .....I am afraid that it is not quite that simple for many of us. We take our coffee very seriously, and to have it demeaned in such a manner is a slap in the face. Coffee is much more than a tool. It is passion, it is intrigue, mystery, seduction, fear, betrayal, love, hate, and any other core human emotion that you can think of, all wrapped into one little bean.  “     “ I realize part of the results may be due to my experience in pulling shots or fluke of nature or or or... I am using a Gaggia Espresso, a super Jolly Grinder, Panamanian Baru Green roasted in Franken roaster. Anyway I read [John Smith]’s opinion of trying a low to no tamp, adjusting the flow rate by a finer grind. It does work, a nice tiger fleck crema (fairly thick) consistent shot time (in the 20's) good to excellent taste. So as most things espresso are Italian I am dubbing this the [Smith](inni) method....”
31.08.11 [email_address] Emotions Meanings Beliefs Expertise Self presentation Sharing
31.08.11 [email_address] It is possible to fall in love with bike parts? Dazed Master of indecision   Yesterday I got a CK Iso Disc back hub in pewter with HD-shaft and Funbolts from Aspire Velotech, and my God! I have never seen a nicer gear. Actually I do not want to build a wheel from it, but would rather have it lying around so that I can cuddle with it.   Too fat for XC. Too coward for free ride.
31.08.11 [email_address] Leisure  as  prosumption and passion
31.08.11 [email_address] they're weird, misplaced,  beautiful, lonely,  empty of course they're proof of our human  existence they'll still be there when  we're gone I don't even know why I  began to shoot them I guess I just love the way  they seem to be all waiting,  longing, for some ass ! :)
31.08.11 [email_address] ,[object Object],[object Object],[object Object],Participatory culture: Digital Fair
Netnographic method © 2007 Robert Kozinets
[object Object],[object Object],[object Object],31.08.11 [email_address]
Netnography   Kozinets 2010 ,[object Object],[object Object],31.08.11 [email_address]
Procedure for netnographic studies: ,[object Object],[object Object],2.  Data Collection : Direct copy from the computer-mediated  communication of online community members and observations of  the community and its members, interactions and meanings. 3.  Analysis and Interpretation : Classification, coding analysis and  contextualization of communicative acts. 4.  Research Ethics :  Public versus private space, anonymity. 5.  Member Checks :  Presentations of some or all final research report’s  findings to the people who have been studied in order to solicit their  comments. 31.08.11 [email_address]
Research Ethics ,[object Object],[object Object],31.08.11 [email_address]
This is your opportunity to be  a  creative researcher on  consumer cultures  in  social media  31.08.11 [email_address]

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Nhh social media marketing research opening lecture

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  • 8. 31.08.11 [email_address] Room for all – What kind of statement is this?
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  • 10. 31.08.11 [email_address] Ingeborg is online Ingeborg is Media Literate as she can -participate & -contribute with content
  • 11. Media literacy + Web2.0  The Hyper-social individual 31.08.11 [email_address] Web2.0 Hyper-sociality: Social relations independent of kinship and geography at a large scale
  • 12. 31.08.11 [email_address] Where can I find theory and methods to study Social Media?
  • 13. 31.08.11 [email_address] Academic teaching: PhD course in SMM NHH Fall 2010 International relations and exchange NHH Schulich School of Business, Toronto Uni
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  • 17. 31.08.11 [email_address] Are we hyper-social ?
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  • 20. Four distinct member types in virtual communities 31.08.11 [email_address] High self-centrality of social activity Low self-centrality of social activity Adapted from Kozinets 1999, E-tribalized marketing Weak social ties to community Strong social ties to community Devotee Mingler Tourist Insider
  • 21. The Cultural Field Behind the Screen 31.08.11 [email_address]
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  • 23. 31.08.11 [email_address]   “ The nature of the beast: BMWs accelerate and handle so well and feel so secure at high speed that Bimmer owners tend to get impatient with left-lane dawdlers and slowpokes. When we go roaring past them, the fraidy-cats in their unsafe-at-any-speed junkers and massive wobbly SUVs understandably assume we have lost our minds and our ultimate driving machines are weapons aimed at mutual destruction and the unraveling of the social contract.”       “ BMW should be for people who can drive, please keep yourself in a SUV so that when you swerve to avoid me as you barge into my lane, your top heavy car will roll over like a bitch and mash your head into the exact pulp that fills the pores of your otherwise empty cranium”
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  • 25. 31.08.11 [email_address] “ Coffee is just another product for you too. .....I am afraid that it is not quite that simple for many of us. We take our coffee very seriously, and to have it demeaned in such a manner is a slap in the face. Coffee is much more than a tool. It is passion, it is intrigue, mystery, seduction, fear, betrayal, love, hate, and any other core human emotion that you can think of, all wrapped into one little bean. “   “ I realize part of the results may be due to my experience in pulling shots or fluke of nature or or or... I am using a Gaggia Espresso, a super Jolly Grinder, Panamanian Baru Green roasted in Franken roaster. Anyway I read [John Smith]’s opinion of trying a low to no tamp, adjusting the flow rate by a finer grind. It does work, a nice tiger fleck crema (fairly thick) consistent shot time (in the 20's) good to excellent taste. So as most things espresso are Italian I am dubbing this the [Smith](inni) method....”
  • 26. 31.08.11 [email_address] Emotions Meanings Beliefs Expertise Self presentation Sharing
  • 27. 31.08.11 [email_address] It is possible to fall in love with bike parts? Dazed Master of indecision   Yesterday I got a CK Iso Disc back hub in pewter with HD-shaft and Funbolts from Aspire Velotech, and my God! I have never seen a nicer gear. Actually I do not want to build a wheel from it, but would rather have it lying around so that I can cuddle with it.   Too fat for XC. Too coward for free ride.
  • 28. 31.08.11 [email_address] Leisure as prosumption and passion
  • 29. 31.08.11 [email_address] they're weird, misplaced, beautiful, lonely, empty of course they're proof of our human existence they'll still be there when we're gone I don't even know why I began to shoot them I guess I just love the way they seem to be all waiting, longing, for some ass ! :)
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  • 31. Netnographic method © 2007 Robert Kozinets
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  • 36. This is your opportunity to be a creative researcher on consumer cultures in social media  31.08.11 [email_address]

Notes de l'éditeur

  1. New Products and Services, Kozinets, Spring 2000