Pizza Talk IV: Fighting Back Shitstorms With An Army of Superfans
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Transcript of Pizza Talk IV: Fighting Back Shitstorms With An Army of Superfans
Thomas Zorbach & Jürgen Pfeffer
Pizza Talk IV: Fighting Back Shitstorms With An Army of Superfans
SUNBELT XXXVI, APRIL 6TH 2016, NEWPORT BEACH, CA
http://www.techinsider.io/star-wars-collectors-from-around-the-world-2015-12
About me
Company vm-people, Berlin University Karlshochschule International University
Research focus New Media Culture
Pizza Talks at Sunbelt:e.g. Impact of Online-Influencers
THOMAS ZORACH – PRACTITIONER, LECTURER, RESEARCHER
We all have a fan-gene ...
http://www.people.com/article/world-cup-fans-photos-brazil http://www.techinsider.io/star-wars-collectors-from-around-the-world-2015-12
http://www.buzzfeed.com/mjs538/fillipino-lady-gaga-fans-fight-back-against-anti-l#.dojYb07We http://www.scoopnest.com/user/MoneyWeek/615581098974834688
Motivation2014 WAS CITED „YEAR OF OUTRAGE“ BY SLATE MAGAZINE
Definition
“An Online-Firestorm is a phenomenon that describes the sudden discharge of large quantities of negative word of mouth and complaint behavior against a person, company, political institution or group in social media networks, often paired with intense indignation that has shifted its focus from an actual point of criticism.
SOCIAL MEDIA CRISIS: ONLINE-FIRESTORMS AKA SHITSTORMS
Pfeffer, J. & Zorbach, T. & Carley, K.M. (2013). Understanding online firestorms: Negative word of mouth dynamics in social media networks. Journal of Marketing Communications
Agenda
Research questions
1. What are superfans and how to identify them in social media?
2. Is it possible to measure their alleviating role in a social media crisis?
PIZZA TALK IV: FIGHTING BACK SHITSTORMS WITH AN ARMY OF SUPERFANS
Case studyVOLKSWAGEN EMISSION SCANDAL
http://blogs.wsj.com/moneybeat/2015/09/29/cost-of-volkswagens-emissions-scandal-at-least-11-billion-analysts-say/
#dieselgate: The crisis unfolds• September 18th – 28th 2015
• More than 2 Million Tweets in only 10 days*
• Peak on September 23rd marks CEO Martin Winterkorn‘s resignation
• Curve shows typical pattern
* http://www.visibrain.com/
http://www.visibrain.com/en/blog/volkswagen-dieselgate-crisis-twitter-analysis
#dieselgate: The Fan-Force strikes back• At the peak of the crisis
Volkswagen fans entered the arena
• Main plattforms: Facebook and Twitter
• Thousands of positive mentions, comments and tweets
• Memes
https://www.facebook.com/Volkswagen
ObservationVOLKSWAGEN-FANS ACTED AS A BRAND PROTECTION FORCE
https://www.facebook.com/Volkswagen
Theory and Background
§ Highly emotional
§ Connected
§ Loyal
§ Communicative
§ Engaged
§ Missionary
§ Hypercritical
§ Possesive
SUPERFANS: AN ATTACK ON THE FAN-OBJECT IS AN ATTACK ON THE IDENTITY
Media studies: Fan-activism as sign of the new participatory culture (Jenkins, 2006)
Theory and BackgroundRUMOURS: THE IMPORTANCE OF EARLY AND TRUSTED SOURCES
Political science: Early and trusted sources have the highest impact on attitude-forming processes
(Fishbein and Ajzen, 1975, 1980)
Case study#MEXICOGATE – BATTLE OF FANDOMS
#mexicogate• KLM publishes Tweet after
Dutch squad defeated Mexican team in World Cup 2014
• Politically incorrect tweet leads to worldwide criticicm and crisis
#mexicogate• Mexican actor Gael Garcia
Bernal sends a harsh tweet in response
#mexicogate• Focus of analysis on June 29th
– 30th of @KLM-Tweets
• Graphs shows number of users from decahose-data (10% sample of all tweets)
• Peaks show response on KLM- and Garcia-Tweets
• Figure shows general characteristic of firestorms: short lifetime
Number of Users per Day
#mexicogate• Language from user-profile
• User-Hashtag-network for dutch speakers
• #nedmex removed
• Small number of dutch speakers were activated by KLM
• Few discussion, many retweets
NE Language Users – Reaction of dutch fans
#mexicogate• Large number of spanish
speaking users activated by KLM
• Typical firestorm characteristics: large quantities of negative word of mouth aimed at KLM, paired with intense indignation
ES Language Users – reaction of Mexican Fans
Findings• KLM managed to activate dutch
football fans with initial tweet
• Mexican actor activated his fans and fans of the mexican soccer team against KLM
• Mexican fans executed the firestorm against KLM
• Dutch fans didn‘t take up the fight to defend the brand, fans did not act as protection force
http://www.gettyimages.com/detail/news-photo/mexico-and-dutch-fans-soak-up-the-atmosphere-prior-to-the-news-photo/451438732
Epilogue• Mexian flight carrier spinned the
KLM-shitstorm into a positive message for his own brand
Next steps
§ Quantification of superfan-criteria
§ More detailed overtime-analysis of cause and effect
§ Comparing multiple firestorms with respect to fan involvement
PIZZA TALK IV: FIGHTING BACK SHITSTORMS WITH AN ARMY OF SUPERFANS
Our mission ...