The document discusses findings from two studies on social media usage in Australia. The first study found that Australians send an average of 234 million tweets per month, with females more likely to retweet than males. The second study was the first analysis of Instagram usage in Australia. It also discusses a social media research project called "Datafication" that analyzed Twitter data to understand user motivations and behaviors. Software created by Dr. Suresh Sood then analyzed the data to produce insights into what people do on Twitter.

1. Email: suresh.sood@uts.edu.au
LinkedIn: sureshsood
Skype: sureshsood
Twitter: soody
Part 1 of 3
17 November 2016
http://bit.ly/net-nography
http://www.slideshare.net/ssood/netnography-online-course-part-1-of-3-17-november-2016

3. 3

4. Datafication 2 : First National Study of Twitter Usage in Australia
Australians send an average of 234 million tweets per month and 5,000 tweets per minute, a new Twitter
study by advertising agency The Works has found. Aussie females are more likely to retweet than males
and most retweets occur on Mondays, according to the agency's 'datafication' research project. Douglas
Nicol, creative partner and director at The Works, said the study was designed to help marketers talk to
consumers more effectively. “There’s a lot of hype around social media. Using research from datafication,
we are able to equip Australian marketers with no nonsense practical advice,” Nicol said.“This in turn will
help marketers appeal directly to an audience. We believe that in turn, this will boost the way people view
and talk about a brand or product online.”
Lovers, carers and jesters were identified as the top three archetypical personalities on Twitter.
According to the study marketers can talk most effectively to lovers by being passionate, carers by being
gentle and jesters by being mischievous.“If you understand what drives the motivations behind Australians
you will be in a better position to connect with them,” Nicol said. Almost 11% of the Australian population
is on Twitter and of those users 46% are male and 54% are females.
The study also found that Sydney hosted the largest population of Twitter users while Hobart is
responsible for the most tweets per capita.
'Datafication', which was supported by the University of Technology Sydney (UTS), analysed the most
popular words used in Twitter over an eight week period to rank motivations and behaviours on the
social site.
Software created by Dr Suresh Sood, a social media expert at UTS, then analysed the data to produce
the insights into what individuals are doing on Twitter.
'Datafication' is set to launch as a real-time service for the agency’s clients early next year.
http://datafication.com.au/

5. Datafication 3- First Australian Instagram Study Conducted
www.datafication.com.au

6. Projective Psychological Test

7. Aims of Course
1. Enable you to reach salient cyber users efficiently
2. Show you how to access spontaneous consumer talk
that is more natural and more ‘real’ i.e. ‘heartfelt’ data
that is more vivid and textured.
3. Demonstrate how to research these cyber users;
bearing in mind methodological considerations
4. Explain the advantages and disadvantages of using
Netnography
5. Illustrate best practices for undertaking Netnography
(case studies and own research from the moderators)
6. Explore the future of netnography in a world of Internet
of things

8. Today’s Areas for Discussion
1. What’s in a name?
2. Characteristics of web/net/virtual studies
3. Social media
4. Kozinets 2010* rules of practice and key steps for Netnography including coding
5. Importance of social listening and keywords
6. Insight aggregation tools e.g. dashboards
7. Case study vignettes e.g. Pringles
8. Why Netnography?
* 2nd session we will review the learning since 2010 and aspects of netnography redefined but much of this is about handling
social analytics and big data

9. What’s in a name ?
• Webnography => web and ethnography
• Virtual ethnography => virtual online as site of research
• Netnography & Redefined (Kozinets 2015;2010;2002)
– Systematic approach is specific about how to start project and analyse data.
– Ethics
– Member checking whereby participant is given opportunity to comment on
the user generated content they created and provide feedback
References:
Kozinets, R. V. (2010). Netnography. Doing ethnographic research online. Thousand Oaks, CA: Sage Publications.
Kozinets, Robert V. (2002), “The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities,”
Journal of Marketing Research, 39 (February), 61-72.

10. Characteristics of Web/Net/Virtual Studies
• Getting answers without asking questions using “found” data (UGC) e.g. Tweets or Instagram photos
• Answers to questions not asked
• Naturally occurring conversations online in forums, social networks, blogs etc.
• Traces of consumer Identity (who and where they belong)
• Subjective and emotional aspects of consumer experiences (phenomenological study)
• Lived experiences (emic perspective) and how consumers use products in day-to-day lives
• Preserves voice of consumer in natural settings including humour
• Rich “Geertezian” thick description cultural consumer insights building on multi structured data
• Strong elements of qualitative analysis and interpretation
• Top down & bottom up with content analysis and text analytics/multimedia analysis
• Social media centricity with consumers connecting, sharing, and engaging in first person stories of feelings
about brands, meanings and lifestyle
• Unit of analysis conversations # participant
• Big data
• Consumer is not passive but an active creator of brand meanings and content
• Ideal starting point for market research triangulation
• Social media netnography
• Reduces Hawthorne effects (people acting differently when being observed by an external observer)
• Absence of researcher gaze (external observer with a selective perception and interpretation)
• Maintains the cultural, lived, empirical quality of the research
• B2B or B2C

11. Train of Thought Analysis
• A bottom-up approach to letting the online conversation
data speak
• Understand emotions
• Deep dive into themes
• Perceptual process of discovery to uncover structure
• Distinguish patterns,structure, relationships and anomalies
• Colour code the knowledge
• Researcher can spot irregularities
• Not sure why but where does this lead
• Harnesses the power of the human mind
Data Information Knowledge

12. Netnography Theoretical Touchpoints
(Egger, Gula & Walcher, 2016, Open Tourism Open Innovation, Crowdsourcing and Co-
Creation Challenging the Tourism Industry)
1. Qualitative research method
 Storytelling
 Experiences
 In-depth
2. Online community research
3. Web information retrieval
4. Customer integration research

13. commodities
goods
services
experiences
The Experience Economy
Pine & Gilmore, 1999

14. Variety of Data Types & Big Data Challenge
1. Astronomical
2. Documents
3. Earthquake
4. Email
5. Environmental sensors
6. Fingerprints
7. Health (personal) Images
8. Graph data (social network)
9. Location
10.Marine
11.Particle accelerator
12.Satellite
13.Scanned survey data
14.Sound
15.Text
16.Transactions
17.Video
Big Data consists of extensive datasets primarily in the characteristics of
volume, variety, velocity, and/or variability that require a scalable
architecture for efficient storage, manipulation, and analysis.
. Computational portability is the movement of the computation to the location of the data.

15. “Why agents [travel] should take an interest in Pinterest”
Dori Saltzman, 19 March 2012, www.travelmarketreport.com
Pintrest - A visual bookmarking website – check out Thailand
http://pinterest.com/search/?q=THAILAND
Content curating (collecting)
resources for travel agents
Product boards for Travel sellers
or “inspiration boards” for travellers
Content research Social interaction
with people
“Boomers and Boomerangs” baby boomers and young adult children - 10% to 20% of Pinterest users likely to pin travel plans and photos
“Babies & Bliss,” parents in their 30s and 40s with large families - pin things related to deals on high-quality products, brands and life conveniences
“Families Matter Most,” mostly young, middle class families with active lifestyles – pin things relating to easy recipes, child-friendly activities and
healthy living.
Pintrest Psychographics (Experian Mosaic)

16. Twitter Personality Analysis
• Beyond the simple frequency counting, the actual word usage in
social media posts, blogs and conversations provide pointers to the
psychological state of the writer. Building on the text analysis
program Linguistic Inquiry and Word Count (LIWC) originally
developed at the University of Texas at Austin and the Auckland
Medical School in New Zealand. LIWC focuses on junk words
including pronouns, articles and propositions as placeholders of
psychological states.
• Analyze words (www.analyzewords.com) use the analysis
dimensions:
– Emotional – Sociable, Depressed, Happy, Anger & Worried
– Social - Plugged-in,Personable ,Arrogant & Spacey
– Cognitive Analytic, Sensory & In-the-moment

18. DIY - CRM integrates social data
18

19. What is different about social media for the qual researcher?
1. Authenticity
2. Advocacy
3. Marketing is real time conversations and feedback
4. Brand is the conversations

20. Most Online Australian Adults Use Social Media Regularly
March 2011 “Online Australians Shift To Social Networks”
Increasing social
media engagement
20

21. The Social Technographics Of Chinese Online Adults
July 2012 “Social Media Marketing In China”

22. Social Media Statistics Australia – October 2016
http://www.socialmedianews.com.au/social-media-statistics-australia-october-2016

23. Big Ecosystem Web Data & Insights
• Alexa.com (top sites by traffic or category)
• Google
– search ( site: link: related: )
– Adwords
– Analytics & 360 suite (includes data studio)
• Amazon best sellers and reviews
• LinkedIn groups +++
• Facebook interests and behaviours
• Similarweb.com

24. Superfine Segmentation by Facebook using #
Facebook Segmentation by precise interests ( 19 March 2012) and age > 18
Interest Global UK Germany Russia France Hong Kong Malaysia Singapore Australia
#Thailand 6,500,000 78,340 44,880 4,240 48,890 22,520 115,240 28,160 48,300
#Thai
Language
2,200,000 22,860 14,100 660 22,140 3,720 34,820 13,360 17,160
Muay 1,300,000 64,420 38,000 1,460 48,400 6,600 38,400 8,320 40,300
People with interests in Thailand and Thai have suggested likes and interests:
#Indonesia , #Bodyslam (band), #Malaysia, Bodyslam, #Vietnamese language, #Bangkok
People with interests in Muay Thai Boxing have suggested likes and interests:
#Rajadamnern Stadium, #Brazilian Jiu-Jitsu, #Kathoey, #Mixed martial arts, #Lumpinee Boxing Stadium and Brazilian Jiujitsu
Key social networks vary by country and Facebook is not the largest in select markets e.g. China, Germany, Austria, Russia and Korea

25. Online Resources Worthy of Mention
• DeviantArt
– largest online social network artists and art enthusiasts
• Gumtree
• Search.twitter.com
• Yelp

26. TripAdvisor, Inc. (NASDAQ: TRIP) manages and operates
websites under 23 other travel media brands
• AirfareWatchdog
• BookingBuddy
• CruiseCritic
• Family Vacation Critic
• FlipKey
• GateGuru
• Holiday Lettings
• Holiday Watchdog
• HouseTrip
• Independent Traveler
• Jetsetter
• TheFork (lafourchette, eltenedor,
iens, BestTables, Dimmi)
• Niumba
• Onetime
• Oyster
• SeatGuru
• SmarterTravel
• Tingo
• TravelPod
• Tripbod
• VacationHomeRentals
• Viator
• VirtualTourist

27. TripAdvisor Content
• 385 million reviews and opinions from travellers
around the world.
• 6.6 million businesses and properties in 135,000
destinations, including:
– 1 million+ hotels, B&Bs, and specialty lodgingo
815,000 vacation rental listings
– 4.1 million restaurants
– 690,000 attractions and experiences
• More than 70 million candid traveller photos.
• More than 255 new contributions are posted
every minute.

28. Virtual Assistants and Services
• Fiverr
• Amazon Turk
• Scrapingexpert.com (daily scrapping limits but
check terms of service e.g. domain.com.au)

29. Importance of Social Listening
• Research
– How do consumers use my brands
 Identify and select research community
– Forums, Blogs, Twitter, Facebook, Flickr, YouTube
– Observe and listen
 Data Analysis & Aggregation of Consumer Insights
– Sentiment Monitoring, Semantic Recognition,
– Google Trends, Social Mention
• Translate Insights
– Meaningful to business
– Positive or negative trends, themes etc.

30. Importance of Keywords
Prior to listening, an important starting point is to determine the
vocabulary (both online and offline).
The vocabulary represents the unique words used in the business and
by customers.
The culture of the business separates the vocabulary one business
from another business even if they are operating in similar areas.
Keywords and tagging are the cornerstone of being able to locate
content with relative ease when searching for relevant information.
Keyword data is at the foundation of the vocabulary. To assist and
understand the trends of keyword searches consumers are conducting
worldwide a wide variety of tools are available

31. This universal symbol seen across the web identifies an RSS (Really
Simple Syndication) feed. The updates from a web site in any format
are pushed to you. RSS offers benefits all round to consumers seeking
large amounts of content, publishers looking to generate subscription
content and advertisers seeking to avoid challenges of email spam and
search engines. Consumers using social media are able to produce RSS
feeds of content e.g. photo sharing sites or blogs.
While a number of different methods and tools can be used to read RSS
feeds the simplest and most flexible is the use of Google Reader.
Interesting RSS feeds to explore:
ABC - http://www.abc.net.au/services/rss/
BBC - http://www.bbc.co.uk/news/10628494

33. Google Spreadsheet for Listening
To read an RSS feed into a spreadsheet:
Type the URL of any feed into cell A1
=ImportFeed("http://news.google.com/?output=atom")
The ABC feeds are available at http://www.abc.net.au/services/rss/
Try radio national
=IMPORTFEED("http://www.abc.net.au/radionational/feed/2890368/rss.xml")
Translate & Language detection
=GoogleTranslate("Hola, ¿cómo estás?","es","en")
=DetectLanguage("Hola, ¿cómo estás?)

34. Google Spreadsheet for Listening II
• Try importing Wikipedia data as follows in Google
Spreadsheet:
=ImportHtml
("http://en.wikipedia.org/wiki/Demographics_of_India", "table",1)
• Vary the number beween 1 to say 20 and get a feel
for the ability to directly capture live Wikipedia
data.

35. Social Dashboards
• Try your own brand relevant keywords using the following free tools in addition
to Google reader/spreadsheet:
• Netvibes
• Addictomatic
• IceRocket (use the trend tool)
• HootSuite (mobile is free desktop is subscription)
• For lightweight applications news publishing apps
– Flipboard
– Paper Li

36. Web Monitoring
• Netvibes - setup one per keyword
• Google spreadsheet
– Sources e.g. twitter, ABC newsfeeds, wikipedia
• Social mention
• Board reader

37. Message boards of the 'Invisible Web'
• Human to human discussion groups or peer to peer problem solving communities
• Forums (message boards) provides most transparency into people’s lives
• Why do people join a forum?
– The topic is deeply relevant to the life of the person
– A parent joins a parenting forum to share experiences and learn from other parents.
– Someone who has just come down with a disease or medical condition may join a forum devoted to
that subject for support and advice on breast cancer, smoking or diabetes
– People join a wide range of forums because they find it helpful to communicate with others about
major issues in own life. Forums provide the best way to connect with individuals in similar situations
and share experiences, post questions and seek support
• For a netnographer forums are a rich source of raw material even comparing with the
new social media environments

38. Forum/Message Board Search Engine
• groups.google.com to search Usenet
• www.boardreader.com search engine dedicated to message
boards
• Indexes popular message boards, i.e. UBB, vbulletin, etc...,
rather than plain newsgroups.
• Check out message boards:
– http://www.epicski.com/
– http://www.veggieboards.com/
– http://www.geekvillage.com/forums/

39. Current Posts via Boardreader

40. Netnography Process
(Egger, Gula & Walcher, 2016, Open Tourism Open Innovation, Crowdsourcing
and Co-Creation Challenging the Tourism Industry)
1. Definition of research field
2. Community identification and selection
3. Community observation and data collection
4. Data analysis and aggregation of consumer insights
5. Insights translation into product and service solutions

41. Netnography of Mint Journey
(Egger, Gula & Walcher, 2016, Open Tourism Open Innovation, Crowdsourcing and Co-Creation Challenging the Tourism
Industry)
1. Definition of research field:
Understand how consumers feels about mint and mint products e.g. chewing gum
Mint present in tourist journeys – start with mint in plane, avoid bad breath or chewing gum before
kiss! Connecting travel and mint made travel forums and blogs ideal source. Project covered different
language communities including Russian, French, Italian, American, English, German and Brazil.
Mind map helps clarify the definition
Acceptance of mint products
Associations of consumers with mint products
Emotions through consumption of mint
Moments of mint consumption
Benefits of consuming mint
Barriers to consuming mint
Consumer typologies relating to consumption of mint
Aim is to identify consumer insights and mint topics relevant to consumers not one single research question adopting a broad approach and
variety of categories e.g. oral, food, chewing gum and confectionary

42. Netnography of Mint Journey
(Egger, Gula & Walcher, 2016, Open Tourism Open Innovation, Crowdsourcing and Co-Creation Challenging the Tourism
Industry)
2. Community Identification and Selection :
Using mind map of research areas, topics and keywords (step 1) use search engines with different queries
and keywords. Use qual (topic focus, data quality, language, interaction type and profile) and quant criteria
(number of messages, frequency of usage, data quanity and interaction level). After screening 3-20 sources
per country. For the published Mint example 781 possible communities and blogs reduced to 102 over
seven countries.
Communities are diverse beauty and care (www.beautyjunkies.de), diet (www.lowcarbfriends.com) ,
parenting ( www.cafemom.com) , health (www.forumhealthcare.org) , gardening
(www.ths.gardenweb.com) , questions and answers (answers.yahoo.com), food (www.egullet.org)
Beverages (www.bevnet.com) , reviews (www.ciao.com) . Interestingly, a variety of communities on sweets
and gum e.g. www.suessigkeiten-blog.de, www.candy.org, www.gumalert.com, www.candyaddict.com &
www.zomgcandy.com. Quiet seperately lonelyplanet.com and www.tripadvisor.com share not only travel
stories but food and beverage consumption.

43. Netnography of Mint Journey
(Egger, Gula & Walcher, 2016, Open Tourism Open Innovation, Crowdsourcing and Co-Creation Challenging the Tourism
Industry)
3. Community Observation and Data Collection :
Immersion in communities to understand culture, discourse and interactions before extraction of
consumer insights. Observe community and consumer behaviours. Unobtrusive and free from bias
capturing conversations in natural settings. The qualitative software helps store, organise and
interpret but no software exists automatically linking the research questions to the community
posts. Data retrieval is manual with the Mint journey 3388 posts were included in analysis.
After downloading data researcher analyses to discover patterns including similarities and
differences across the consumer statements. Qualitative analysis software still requires lots and lots
of work. A tagging and coding system helps archive the posts. The system is generated from top
down and bottom up. At same time researcher incorporates own observations, thoughts and any
peculiarities. 387 codes used for analysis of 3388 posts.

44. Netnography of Mint Journey
(Egger, Gula & Walcher, 2016, Open Tourism Open Innovation, Crowdsourcing and Co-Creation Challenging the Tourism
Industry)
4. Data Analysis and Aggregation of Consumer Insights :
Netnography does not conclude with insights but attempts to find consumer solutions. No set
process exists for converting insights into new products or solutions. Collaboration with marketing
and product developers represents the way forward.
Some minty findings include:
Germans use Mojitos to consume mint. Mojitos induce vacation feelings with images of summer, sun
and beach. Similar effect with beverage Hugo made of elderflowers, mint, ,lime and Prosecco.
Russians use mint to fend travel sickness and ear popping. Community members suggested mint as a
take-off sweet for flights. French and Italians like the delicate taste and welcome the flavour in tooth
paste and scents as well as beauty care and even food. The community members find mint products
to be an ideal day starter.

45. Capture of Thick Descriptions
• Google Sheets, Word & Excel
• Nvivo (QSR)
• QDA Miner Lite freeware (Provalis Research)
• RDQA
– R package for Qualitative Data Analysis (free)
• Coding Analysis Toolkit (CAT; http://cat.texifter.com/ )
• GATE (https://gate.ac.uk/)
• Dedoose
• Social science software
– http://www.sosciso.de/de/software/datenanalyse/qualitativ/?wctsort=name&wctinvs=
1
• Quicktime screen recorder
• Web annotator (http://genius.com/web-annotator )
• Visual studio (Microsoft) with testing plugin from marketplace
• Google chrome and Diigo for online note taking and sharing bookmarks of sites

46. Computer assisted qualitative data analysis software (CAQDAS)
Qualitative = texts, graphics, audio or video
Source: http://www.surrey.ac.uk/sociology/research/researchcentres/caqdas/support/choosing/

47. QDA Miner highlighting Dictionary & KWIC – Personal Concerns

48. Weft QDA (free) CAQDAS Features Supported
• Import documents from plain text or PDF
• 'Code-and-retrieve' document text with different categories
• Attach and update memos to categories and documents
• Free text search and boolean queries
• Coding statistics and simple cross-tabulations
• Export text and numbers for browsing and further analysis
• Single-file project format (*.qdp)
• Does not support images, audio or video

49. 2020 Global Data Forecast (Bytes)
2020 estimates suggest four times more digital data than all the grains of sand on Earth
Source: Pg. 4, Building a Digital Analytics Organization: Create Value by Integrating Analytical Processes,
Technology, and People into Business Operations by Judah Phillips, FT Press, 30 Jul 2013

50. Kozinets – Rules of Netnography Practice
1. Entrée - Planning and identification of the research target : Definition of
Research Questions, Social Media Sites or Topics of Investigation
2. Data Collection
Two kinds of data to be gathered and contextualized:
a) directly from the system
b) from the interaction with users online
3. Interpretation/Analysis
The gathered data is trustworthy, because we are trying to understand not the individual
herself but her online behaviour.
4. Ensuring Ethical Standards
Questions about anonymity and informed consent
5. Research representation
The research should be presented to the users that contributed to the study in order to
obtain feedback.

51. Framing the Research Question
Kozinets (2010)
• Begin the research questions with the words
“what” or “how” to convey an open-ended
and emergent research design
• Focus on a single phenomenon or concept
• Use exploratory verbs such as “discover”,
“understand”, “explore”,“describe”, or
“report”.
• Use open-ended questions.

52. Kozinets (2002, p. 63) recommends the following method for
netnographic studies:
1. Entrée: formulation of research questions and identification of appropriate online for a for
study
2. Data collection: direct copy from the computer-mediated communications 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: “(1) The researcher should fully disclose his or her presence, affiliations, and
intentions to online community members during any research; (2) the researchers should
ensure confidentiality and anonymity of informants; and (3) the researchers should seek and
incorporate feedback from members of the online community being researched... (4) The
researcher should take a cautious position on the private-versus-public medium issue. This
procedure requires the researcher to contact community members and to obtain their
permission to use any specific postings that are to be directly quoted in the research”
(Kozinets, 2002, p. 65; cf. Kozinets & Handelman, 1998).
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.
Kozinets, R.V. (2002), “The Field behind the Screen: Using Netnography for Marketing Research in Online Communities”, Journal of
Marketing Research, Vol. XXXIX, pp.61-72.

53. Ethical Guidelines for Netnography Research
• Identify and Explain yourself fully disclosing presence, affiliations, and
intentions to online community members during any research
• Ask for permission to conduct research and collect data
• Consult with ethics boards or legal experts if need be
• If in doubt take a cautious position on the private-versus-public medium
issue
• Informed Consent through contacting community members and to obtain
their permission to use any specific postings that are to be directly quoted
in the research
• Properly cite sources and protect participants from risk ensuring
confidentiality and anonymity of informants
Kozinets, R.V. (2002), “The Field behind the Screen: Using Netnography for Marketing Research in Online Communities”,
Journal of Marketing Research, Vol. XXXIX, pp.61-72.

54. Entrée – How are you going to come out of lurking ?
• Act like a new MEMBER (not a researcher) using the
language and behaviour of community
• Start contributing – Be social and give before you take
• Be creative and interesting for the members increases
chance of acceptance
(Kozinets, 2010)

55. Key Steps (Kozinets 2010)
Step 1: Definition of Research Questions, Social Media Sites or Topics
to Investigate
Step 2: Community Identification and Selection where do our
consumers or businesses hang out online?
Step 3: Community Participant-Observation (Engagement and
Immersion) and Data Collection (Ensure Ethical Procedures)
Step 4: Data Analysis and Iterative Interpretation of findings
Step 5: Write, Present and Report Research findings

56. Data analysis technique - Analytical coding
(Kozinets 2010)
• Coding: labeling to general phenomenon
• Noting: reflection on data
• Abstracting: identifying similarities and sequences and differences
of interaction
• Checking & Refining: return to the field to check and refine existing
understanding of patterns, differences, commonalities
• Generalizing: elaborate a small set of generalization that cover or
explain the consistencies in the dataset
• Theorizing: construct theory from the findings
• The goal here is to achieve an explanation of consistency in data

57. Coding Schema for Netnographic Analysis (Davis, P. 2011/2012) of User Generated online community (~6,470
registered users and 449 users online on day of study) www.bomberblitz.com for supporters of the Essendon Football
Club (EFC)
Content of posts coded in Nvivo8 using Dholakia, Bagozzi & Pearo (2004) motivations to participate in online community typology
Purposive value
– Information gathering (15)
– Information providing (26)
– Generating idea (20)
– Solution to a problem (1)
– Influence others (20)
Maintaining Interpersonal Interconnectivity
– Reference to specific individual (6)
– Off-topic conversation (16)
– Gratitude /agreement (8)
– Like-minded people (13)
– Reference to group (3)
– Personal stories/experiences (13)
Self Discovery
– Learning about others (8)
– Help understand ideas (4)
– Help form opinion (4)
Social Enhancement
– Override opinion/disprove others (14)
– Acceptance gained (30)
– Depth knowledge (14)
– Acceptance seeking (8)
– Establishing personal credibility/expert status(4)
– Belittling others’ opinions (6)
• Entertainment
– Humorous pictures (1)
– Jocular remarks (30)
– Recognition of humour (8)
– Games (1)
– Enjoyment emoticons (4)
– Sarcastic humour (8)“I defy anyone to convince
me that Mick wouldn't be
coaching the pies next year
for any reason other than the
buckley/2 year contract.”
“I'm going to...suggest
that Gumby should be in
this weekend as a sub.”
“I remember that game
well - sitting behind the
goals at the Ponsford end
(which was the wrong end
for that 4th quarter).
Essendon NEVER gave up
back in those days, and so
we stayed on with a little
bit of belief.”
“Did we beat them
last week?? Did we
beat Geelong? Did
we beat GC by over
100pts?? We have
every right to bag
them.”
“I hear that his position
at the Pies next year
involves hugging players
after Buckley loses them
consecutive GF's.”
Note: Numbers represent number of posts on topic
Source: Davis, P. 2011, Netnographic Analysis of User Generated Online Communities,
Australia and New Zealand Marketing Academy

58. Coding Schema for Netnographic Exploration (Perkins, A. 2010) of Online Fan Communities
Content of posts coded in accordance with Rock Fan Typology (Beaven and Laws, 2007, pp.126-127) for Metallica Message Board
Casual Fan
– Missed tickets/haven't seen Metallica before (2)
– New fan/ first Metallica concert (2)
– Don't care where they get seats (1)
– There for fun (1)
– Like live music (2)
– Seek advice/Info from other fans (5)
– Only see band if outdoor concert (8)
Loyal Fan
– Become a fan member to get good tickets (1)
– Upload videos from concerts (1)
– Give tour advice to Metallica (25)
– Brag about getting tickets (3)
– Personally address the band/band member (19)
– Identify with genre (1)
Die Hard Fan
– Practise tries to get tickets (2)
– Meet up before show with other fans (6)
– Know band/history (12)
– Attend multiple shows (2)
– Comment on changing quality of shows (2)
– Think they are Metallica's biggest fan (4)
Dysfunctional Fan
– Humorous pictures (1)
– Early Line up (2)
– Drive/Fly long distances to follow tour (3)
– Willing to pick up stranger / Willing to go with stranger (2)
– Can't sleep (11 weeks before concert) (1)
– Changed travel plans (1)
– Stalking behaviour/seek contact with band (1)
– Competitive/antagonistic behaviour towards other fans (4)
Note: Numbers represent posts on topic
Source: Perkins, A. 2010, Identification in Popular Music: A Netnographic Exploration of Online Fan Communities,
Australia and New Zealand Marketing Academy

59. Emergent Themes in Thyroid Cancer Conversations on
an Electronic Bulletin Board (Jayanti R. 2010)
• Researcher let the culture “seep into” (Kozinets 2010) over a two year period to
become comfortable with the vocabulary
• Research comprising:
– 5 different threads
– 392 distinct postings
– 7,825 text lines
– 80 unique individuals
– period of 10.5 months
• Emergent themes uncovered in the five threads by researcher and assistant:
– Subtle Interactions
– Dosage Problem
– Surgical Procedures
– Adam's Cancer
– Thyroid Disease
/ really can't tolerate the hypo symptons I have a 40 hr. a
week job. When I get these symptoms I can't even get
myself up for work and when I do go in I can't function. I
think what you said about finding a doctor up that will up
my dosage would be agood Idea but I don't know if I can
find one who will up me 50mcg. I can't wait 6 wks for
meds to kick in and find it wasn't the right dosage
anyway. I'm a busy person and this slows me completely
down where 1 miss events and feel totally drained where
people see this and tell me how terrible I look and how I
look like I have no energy. ... When I increase all these
horrible symptoms go away.
—Beverly: "Dosage Problem"
Source: Jayanti, Rama (2010) A Netnographic Exploration Listening to Oniine Consumer
Conversations, Journal of Advertising Research , June, p.181-196

60. Negative Postings
• What about intervention with regard to negative posts?
– Netnography reveals the conversations that used to be
hidden
– Community may not want you “listening in” or responding
directly to them in “their space”
– Allow opportunity for advocates to step into the situation

61. Adapted from Gaurav Partap Singh Schulich School of Business

62. Pringles Sites
Not much effort to engage official Pringles community, except on Facebook.
YouTube and Facebook comments provide useful research insights.
Channels Observations
1,217,287 likes 83,454 talking about this. (Pringles Australia)
Active discussion section
Pringles and user community active
14,469 followers
43 videos, 851 Subscribers, 1,981,689 views
Not very active comment section head over to retro Aus ad (1993)
Pringles across the globe
34,086 images
155 community members sharing stories and supporting
members
Adapted from Gaurav Partap Singh Schulich School of Business

63. Insights
As of 13th February, 2011
Adapted from Gaurav Partap Singh Schulich School of Business

64. Data Analysis
• Coding
– Country, sentiment, type of product, nature of activity
• Noting/Memoing
• Abstracting and computing
– Grouped above coded data to create a semblance and pattern
• Checking and Refinement
– Further analyzed above data to create information
• Generalizing
– Some Pringle flavors are not available globally
– Consumers associate the brand with popular culture and make it
relevant to the era, this has helped the brand reinvent itself
• Theorizing
– Pringle’s packaging has kept abreast with changing times and cultural
demands
– Innovation in flavor demonstrates good consumer insights

65. Findings
Pringles brand
emotional attributes:
– sociability, irresistibility and fun
functional attributes:
– Tastes better, non – greasy and great can
– Innovative : 192 flavors till date* in over 140 countries
Facebook is a proven channel for the Pringles community
– Stimulates the consumption and keeps the conversation going
– Presence of insiders help build the community
Key aspect: Strength of the brand has helped sustain the conversations online without much
support from P&G
. Tremendous potential in terms of consumers needs and wants remains untapped, which when
leveraged will help increase sales volume.
Challenge for P&G is to consolidate the fragmented knowledge present online in an easily
accessible location for the community. It is recommended that Pringles Blog be leveraged
Note: This is just a rapid test of netnography for demo purposes only
Adapted from Gaurav Partap Singh Schulich School of Business

66. Insights
• Sour cream and onion seems to be the favorite flavor (globally)
– Pringles Exchange Program: different fans exchanging flavors found in
their part of the world
– Scope of bundling exotic flavors at a premium for consumers to try
them out as a limited edition run
– Leverage insights from analyzing latest online consumer data to make
limited edition runs
• Launch Pringles Dips – consumers want it
• Consumers love the non-greasy aspect of Pringles
• Increase awareness on innovative ways to serve Pringles*
• Tons of stories around how you can’t get your fingers inside the can,
this can be effectively leveraged by the brand
• Pringles Cans – 626,000 search results
– Innovative uses help build the fun aspect of the brand
– Used to store paint rollers to prevent them from drying up
Adapted from Gaurav Partap Singh Schulich School of Business

67. Why Netnography?
• Unlike traditional market research methods such as focus
groups, surveys, questionnaires, and data models,
netnography is unelicited and naturalistic, offers cultural
insights, and maintains the human connection with context.
• Netnography helps with marketing decision-making, branding,
and innovation.
• A systematic, comprehensive, netnographic study exposes
critical information about consumer behaviours, opinions,
tastes, impressions, and interactions.

68. Caution!
“Children never put off till
tomorrow what will keep
them from going to bed
tonight”
ADVERTISING AGE
68