netnography. Do you know where your customers are (logged on)? ::Angeline Close. netnography for brand management. Ethnography: Study of a community Netnography: Study of an online community Consider the ipod nano… What can a brand manager can Learn via a netnography?
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Do you know where your customers are (logged on)?
What can a brand manager can
Learn via a netnography?
What type of sites can a
brand manager go to gather public
opinion on their product/brand?
= eWOM! (Electronic Word of Mouth)
“I don't like the iPod, period. There are superior products out there, have been for quite some time. I have gotten shit for quite some time from a number people because I promote other things that outclass the iPod in every measureable way, except shiny. The people have finally spoken, its vindication for those of us that do actual research and don't follow trends.”
“Maybe if the average American wasn’t technology retarted the iPod video would be priced so HIGH!. Wow apple your sooooo inovative you created something that has been out by the brand Creative for only 4 years lol.”
“Geez, and a PSP goes for $250, + an additional $99 for 1GB of storage, bought seperately. Sony SUCKS!!”eWOM for brand management: 1. competitor/swot analyses
“The smaller the screen to watch movies, the more of a headache u will get!”
“I don't even want to image trying to read subtitles on something like that for an extended period of time... it just massacres my eyes.”
“Is it just me or is the screen a bit too small for $300 US? There are bigger screen devices out there that are cheaper, and can play more than the ipod video!”
“That's a bloody small screen, especially in comparison to the PSP's which is 4.3 inch 16:9 widescreen. I'd rather spend my money on something that plays movies and won't make me blind.”
“It seems like a strange design when the screen is smaller then the click wheel.”eWOM for brand management:2. product design
“I'm sure all the Apple geeks are peeing their pants
from excitement now, but seriously where would
one use this? The only use for the video feature
that I see is for people who spend a lot of their
time commuting via public transportation. You
won't use it at home, while driving or running, now
would you? I should hope not. Even while
commuting on the train or bus watching a movie
on a 2.5 inch screen is something that only
hardcore gadget freaks would enjoy.”
-Ranndino on 10/13/05 5:29 BST
Define the research issue & the target market headache u will get!”
Search discussion group topics & content lists to find the target market
Identify e-communities to study
Identify specific topics for discussion
Subscribe to pertinent groups, register in communities
Search e-mail discussion groups lists
Subscribe to filtering services that monitor groups
Read FAQ’s and instructions of your competitors
Monitor chat roomsnetnography process, 1
How can a brand manager manage
e-Wom? Your ideas?
Implications for representative sample headache u will get!”
Do you tell the truth on message boards?
Do you respond in character?
Avatars, identities, personae proliferation
On the web, no-one knows you’re a competitornetnography & consumers
Advantages headache u will get!”
Large sample possible quickly
Loss of non-verbals
Loss of intangibles (silence, tone of voice)
Compensate with emoticons :-)
Reliability and integrity of information
Shoulder surfing distortions
Information OverloadReview of netnography: the good & the bad