Network Narratives Revisited: Authenticity in Seeded Online Community Promotions

1. Network Narratives Revisited: Authenticity in Seeded Online Community Promotions Nathalie Collins & Lynelle Wattswww.theinfinitegame.org

2. Network Narratives Original Paper

3. Word of Mouth Marketing (WOM)

4. Seeded Blog Promotion 90 BLOGS 400 The Rules• Get the phone • Use it (if you want) • Talk about it (if you want) VISITS/DAY

5. 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.

6. 360 Degree Authenticity (360da) Objective Commercial Constructive Existential For more information see Collins, Murphy and Watts

7. 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

8. 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

9. Contrasting Frank and Carrie

10. 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

11. 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

12. 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

13. 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.

14. 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

15. 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.

16. Thanks.