A Decade of Netnography #Eso3D #esomar

This is a live blog posting from the Esomar 3D conference in Miami. Written, summarized, and posted just minutes after the speaker has finished. Any inaccuracies are my own. Any humorous side-notes are mine as well.

*** ***

Review of a decade of netnography research
Implications for future social media analysis
Michael Bartl & Gregor Jawecki, HYVE, Germany
Jan Henric Stönner & Dominic Gastes, Karlsruher Institute of Technology (KIT), Germany

Communities exist on thousands of topics, not just research communities. remember forums from the old days? They’re still around. Tantalk.com, chainsaw-forum, aquarium-forum
Netnography is qualitative, non-participative, manual data quality. Translate insights into solutions. Ethnography for the internet.
Phase 1 introduction 1998-2004; Phase 2 standardization 2004-2009; Phase 3 optimization 2009-now
When is netnography most beneficial?
Who conducts netnography? Marketing, research and development, market research.
Value is in creativity, fresh ideas, spark for internal innovation
U&A is initial use. Then perceptions. Then suggestions. Then solutions. Solutions are the ideal knowledge.
NEED information is useful for companies. Freedom to interpret. Insights in consumer language.
SOLUTION information is the wow effect. Difficult to work with though. Undermines product.
learning: Visualizations of product should convey it is a work in progress.
learning: integrate all stakeholders
learning: get in touch with people in the communities