Synergizing Natural & Research Communities
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Transcript of Synergizing Natural & Research Communities
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3 Conclusions
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Research is about conversations
Creating synergies is the future
No need to worry
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The world as it used to be
Asking question
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Research has changed
From asking questions...
...to having a conversation
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Conversation research
Social media netnography
Research community
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Research communities
Social media netnography
Panel pressureBuilding a community
Only spontaneous feedbackRepresentativenessInformed consent
Giving back
Creating synergies
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Social media netnography Research community
Recycle and askRecruitmentGiving backKnowledge
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Study 1: exploring the synergy
Talking about baby milk
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Social media netnographyEnglish - .co.uk websites> 100.000 conversations
2009-2010
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Research communityAnswer specific questions
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Experience for Danone?
New angles But also the details
Consumer vocabulary
Inspiring
A l l o w s t e a m i n v o l v e m e n t
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Faster recruitment Social glue
Are natural communities the new research panels?
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Participant satisfaction?
7,8/10
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In advance, Annelies Verhaeghe, researcher at InSites Consulting, already conducted research on online
conversations about infant feeding on different types of social media (such as blogs, forums).
You are the first to read key findings of our research! We want to share and discuss summaries of interesting conversationswe found online which are very relevant to you.
So, your opinion is very important for us
Participant does not mind
Giving back
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Dear mums,
Lots of online chats are about the amount of milk. Some mums share tips and tricks about bf and ff.
While some are convinced it’s better to feed on fixed times, other mums are firm believers of feedingon demand (when your LO ‘asks’ for it by for example start crying).
What is your opinion on feeding time and duration?Which approach is better for your LO?
Thank you,Moderator Anouk
Speak their language
Participant does not mind
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WIN
WIN
WIN
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Study 2: WIIIFT?A consumer perspective on how companies
should use social mediaUK - N = 518
Social media users (passive & active)Concept test
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No need to worry
32% 53% 15%
Using online conversations for research?
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Social CRM
Social Sales
Marketing
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You express your dissatisfaction with a product or service on social media. This conversation is picked up by an employee of the company that provides the product or
service. This person contacts you to solve your problem.
Joining online conversations?
45% 34% 21%
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1 question
No need to worry(for us)
Others are in control
Creating synergies?