Network narratives revisited authenticity in seeded online community promotions
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Network Narratives Revisited: Authenticity in Seeded Online Community Promotions. Nathalie Collins & Lynelle Watts www.the infinite game.org. Network Narratives Original Paper. Word of Mouth Marketing (WOM). Seeded Blog Promotion. 90. BLOGS. 400. The Rules • Get the phone

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Network narratives revisited authenticity in seeded online community promotions

Network Narratives Revisited: Authenticity in Seeded Online Community Promotions

Nathalie Collins & Lynelle Wattswww.theinfinitegame.org




Seeded blog promotion
Seeded Blog Promotion

90

BLOGS

400

The Rules• Get the phone

• Use it (if you want)

• Talk about it (if you want)

VISITS/DAY


Authenticity is like obscenity
Authenticity is like obscenity

“I shall not today attempt further to define the kinds of material I understand to be embraced within that shorthand description; and perhaps I could never succeed in intelligibly doing so. But I know it when I see it.”

—Justice Potter Stewart, concurring opinion in Jacobellis v. Ohio 378 U.S. 184 (1964), regarding possible obscenity in The Lovers.


360 degree authenticity 360da
360 Degree Authenticity (360da)

Objective

Commercial

Constructive

Existential

For more information see Collins, Murphy and Watts


360 Degree Authenticity (360da)

Does the product have the attributes it claims to have?

Is the product experience true to itself (“keeping it real”)?

Objective

Commercial

Constructive

Existential

Is the product experienced in an appropriate context?

Is the experience consistent, while allowing for individual agency?

For more information see Collins, Murphy and Watts


Network narratives
Network Narratives

Success= Positive comments from audience

or No Negative comments

Failure = Negative comments from audience

Other possible metrics not included in this study: sales, likes, links, referrals, cell phone web site visits/views



Frank tech friendly
Frank: Tech-Friendly

Full disclosure of termsof the promotion

Tech-oriented blog features discussion on new phone

Objective

Commercial

Constructive

Existential

Engages in self-narrative about the ethical implications

Self-styles into “reviewer” mode; with which the audience is familliar


Frank tech friendly1
Frank: Tech-Friendly

Objective

Commercial

Constructive

Existential

• Successfully constructs a discourse of self-conflict: explanation

• Invites others to engage in the discourse• Uses humour to diffuse tension

• Constructs a narrative of himself as a reviewer

• No acknowledgement of bias (from being selected)

• Process is probably natural, but can be reconstructed


Carrie it girl
Carrie: “it” girl

Does not disclose terms of agreement unless questioned

Promo posts create suspicion: is she a walking wallet?

Objective

Commercial

Constructive

Existential

Blog has a critical tone; but phone posts are gushing

Carrie’s excited about her promo blogs; but audience is not engaged her journey


Carrie it girl1
Carrie: “it” girl

Objective

Commercial

Constructive

Existential

• Carrie’s acerbic tone and wit sets up social norms

• Social norms create a kind of trap for Carrie; when she wants to alter the discourse is is not deft enough to do it

• Although Carrie embracesher WOM role; but delivery seems extrinsically motivated.


Take aways
Take Aways

• WOM is a culturally constructed (Kozinets),

authenticity has a role in successful construction

• Authenticity has a variety of definitions and dimensions, 360da offers a holistic evaluation

• WOM follows the authenticity constructs for advertising, not conversation


Where to from here
Where to from here?

• Specifically, more guidance for suitable seeded promotion opportunities

• Supports view on WOM as advertising

• Further develops the 360da framework in a social marketing context; contributes to a holistic view on authenticity.



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