Scribd Logo
Загрузить

Добро пожаловать в Scribd!

  • Lecture 4 Listening To Social Media

    Загружено:

    Yu Nathaniel Kang
    20 просмотров17 страниц
    This document discusses different approaches to measuring word-of-mouth (WOM) in social media. It outlines strengths and weaknesses of using social media versus traditional market research tools. Measuring WOM can be done quickly at a surface level by analyzing metrics like volume, entropy, and valence, or it can be done more in-depth through content analysis but requires more time and resources. The document also provides examples of studies that have measured WOM through both superficial metrics-based approaches and deeper qualitative analyses.

    Исходное описание:

    Lecture 4 Listening to Social Media

    Оригинальное название

    Lecture 4 Listening to Social Media

    Авторское право

    © © All Rights Reserved

    Доступные форматы

    PDF, TXT или читайте онлайн в Scribd

    Этот документ был вам полезен?

    Это неприемлемый материал?

    Пожаловаться на этот документ
    This document discusses different approaches to measuring word-of-mouth (WOM) in social media. It outlines strengths and weaknesses of using social media versus traditional market research tools. Measuring WOM can be done quickly at a surface level by analyzing metrics like volume, entropy, and valence, or it can be done more in-depth through content analysis but requires more time and resources. The document also provides examples of studies that have measured WOM through both superficial metrics-based approaches and deeper qualitative analyses.

    Авторское право:

    © All Rights Reserved
    Скачайте в формате PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    20 просмотров17 страниц

    Lecture 4 Listening To Social Media

    Загружено:

    Yu Nathaniel Kang
    This document discusses different approaches to measuring word-of-mouth (WOM) in social media. It outlines strengths and weaknesses of using social media versus traditional market research tools. Measuring WOM can be done quickly at a surface level by analyzing metrics like volume, entropy, and valence, or it can be done more in-depth through content analysis but requires more time and resources. The document also provides examples of studies that have measured WOM through both superficial metrics-based approaches and deeper qualitative analyses.

    Авторское право:

    © All Rights Reserved
    Скачайте в формате PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 17

    Communispace TakeAways

    Aconflictbetweenmanagementandmeasurementimportantto
    separatethelistening/promotionfunctions

    Thepowerofopenendedquestions(Communispace/socialmedia)v
    surveytechniques

    Thetradeoffbetweenclosedsystem(Communispace)vopensystem
    (socialmedia)

    StrengthsofSocialMediaasa
    MarketResearchTool
    1.

    Naturalsetting(nodemandeffects)

    2.

    Potentiallylargesample

    3.

    Consumersarenaturallyengagedbytheirpeers(noeffortonyour
    part)

    4.

    Conversationsaboutyourproductarebyproductsofsocial
    interactions

    WeaknessesofSocialMediaasa
    MarketResearchTool
    1.

    Potentiallydifficulttoprocesstheconversations(seeprevious
    discussionaboutthedifficultyofsentimentanalysis)

    2.

    Toomanyconversations

    3.

    Mayneedtounderstandthecontexttoprocesstheconversation
    correctly(seenetnography discussion)

    4.

    Cantguidethediscussion incontrasttoCommunispace

    5.

    Opensystem yourcompetitorscanseeitaswell

    6.

    Howrepresentativearetheconversationsofrealpreferences issues
    ofselfenhancement,groupdynamics,etc

    MeasuringWordofMouth
    Online

    TodaysAgenda

    Theory
    Why shouldImeasure?
    How shouldImeasure?
    What shouldImeasure?

    Why measuresocialmediaorwordofmouthin
    general?
    1. Wordofmouthactsasanearlyindicatorofproduct
    success
    2. Wordofmouthimpactssalesdirectly
    3. Wordofmouthmediatesothertypesofmarketing
    activities

    What doyouwanttomeasure?
    GeneralWOMMeasurement(onlineandoffline)

    Whatarepeoplesaying?
    Whoisdoingthetalking?
    Whatistheexposureoftheseconversations/theirimpact?

    MeasuringtheImpactofSocialMediaCampaigns

    Seeabove+
    Arepeopleonmessage?
    Aretheycreatingthemostimpactfulconversations?
    Whatistheconsumerresponse?

    MeasurementStrategy
    Online

    Offline

    Quickandnoisy

    Deepand
    expensive

    How doyoumeasureofflineWOM?
    Surveys
    1. Onlinepanels
    2. Phoneinterviews
    e.g.:DidyoumentionLandoLakestoanyonelast
    week

    Effortful
    Issueswithrecall
    Subjecttobiases

    MeasuringOnlineWOM:DeepandExpensive
    (Kozinets 2002)

    Analyzedacoffeecommunity(alt.coffee)usingnetnography
    techniques
    1.

    Groups:

    Tourists

    Devotees

    Minglers

    Insiders

    2.

    Meaning

    MeasuringOnlineWOM:QuickandNoisy

    MineYourOwnBusiness:MarketStructureSurveillance
    throughTextMining
    RonenFeldman,JacobGoldenberg&OdedNetzer(2011)

    MineYourOwnBusiness:Market
    StructureSurveillancethrough
    TextMining
    RonenFeldman,JacobGoldenberg
    &OdedNetzer(2011)

    InBetween:
    MeasuringOnlineWOMwithoutdelvinginto
    ContentAnalysis
    1. LookatmetricsofWOM(suchasvolumeetc)
    2. Whichmetricswork?

    1.Entropy
    MeasuringOnlineWOM(Godes andMayzlin 2004)

    Ln(1/3)=1.1
    rec.arts.tv

    alt.tv.foodnetwork

    alt.tv.reality

    1)

    2)

    2.Volume

    Volume=

    3.Valence
    (ChevalierandMayzlin2006)

    Summary
    Importanttomeasuresocialmedia
    Majordecisions:
    Quickandnoisy
    Slowanddeep

    Metricsthatwork
    Volume
    Entropy
    Valence

    Вам также может понравиться