Daedalus netnography & brand communities

April 2012 |

1

Netnography & Brand Communities

26 April 2012

April 2012 |

2 Agenda

•  Brand Communities and Branded Communities

•  Investigating perceptions via Netnography

•  Case Study / Example

•  Q&A

Smark | Brands & Communities

April 2012 |

3

Brand Communities and Branded Communities

Intro

April 2012 |

4 Brand(ed) Communities

“A brand community is a specialized, non-geographically bound

community, based on a structured set of social relations among

admirers of a brand. […]Brand communities exhibit three traditional

markers of community: shared consciousness, rituals and

traditions, and a sense of moral responsibility.” Muniz Albert M. Jr. and Thomas

C. O’Guinn (2001), Brand Community, Journal of Consumer Research, 27 (March), 412-32.

Brand communities will become branded

communities (owned by brands)


April 2012 |

5 Brand Communities Smark | Brands & Communities

April 2012 |

6 Member Types within Brand Communities Smark | Brands & Communities

April 2012 |

7 Examples of Brand Communities Smark | Brands & Communities

FMCG brands will gain foothold within brand(ed) communiAes

April 2012 |

8 Past – Present – Future Smark | Brands & Communities

Brand Communi3es

Branded

Communi3es

Crowd Sourcing

Mul3 Level Marke3ng

Future Brand

Communi3es

Crowd Sourcing

Mul3 Level Marke3ng

Present Support Groups

Mul3 Level Marke3ng

Past

FragmentaAon lies ahead!

April 2012 |

9 Inspiration Sources for Brand(ed) Communities Smark | Brands & Communities

April 2012 |

10 Information Needs for Marketers

?Who is in charge with talking to them

How many • Communi3es • Individuals

How are they

organized

What/ when do they talk about us

How can we intervene

Ideas • New Products • Customer

Service


Case Study

April 2012 |

11 Information Needs for Marketers

?Who is in charge with talking to them

How many • Communi3es • Individuals

How are they

organized

What/ when do they talk about us

How can we intervene

Ideas • New Products • Customer

Service


Netnography

Social Networks Analysis

Classic Market Research

Data overload is the key issue.

Language barrier next.

April 2012 |

12

Netnography Investigating Perceptions via

April 2012 |

13 One Brand. Many Consumer Perspectives

•  They say beauty is in the eye of the beholder. And on the internet everybody is somebody.

•  Companies use Netnography methods to:

•  Investigate issues related to a brand’s reputation

•  Uncover novel usage methods and product ideas


April 2012 |

14

Forums Blogs TwiOer

Facebook Websites Online Media


We Make Sense out of Online Conversations

•  Consumer generated messages are of different shapes and size and we make sense out of them.

•  We identify 3 main types of messages: 1 Consumer-led media, 2 media channels shared

between brands and consumers and 3 third-party platforms such as newspapers

Newspapers Other Opinion Leaders

April 2012 |

15

1.   Orientation •  First we have an in-depth discussion with the client.

We learn as much as possible about the brand.

•  We also identify the main sources of consumer generated media

2.   Hypothesis •  Brainstorming generates the a priori list of concepts

and keywords

3.   Fieldwork •  We collect data points and react to any additional

keywords and concepts which come up during this stage

4.   Analysis •  Identifying trends, clusters and correlations

5.   Recommendations


The 5 Steps towards Netnography Reports

Orienta3on

Analysis

Field-‐ work

Hypothesis

Report & recommenda3ons

Feedback

April 2012 |

16

Case Study

April 2012 |

17

Types of Communities From Daedalus Socialyzer (Facebook Analysis)


April 2012 |

18

Lidl

L'Oréal

Pepsi

Doncafe

Nivea

Lenor Parfumelle

Orange

Ursus

Lay's

Bitdefender

0.000%

0.005%

0.010%

0.015%

0.020%

0.025%

0.000% 0.050% 0.100% 0.150% 0.200% 0.250%

Shar

e R

ate

Like Rate

Bubble Size: Comment Rate

Engagement Matrix RO – Type of Communities

Closed

Engaged Missionary

Passive

Period covered: December 2011, January 2012 and February 2012

Legend Food& Drink Other FMCG IT&C Retail

2 cosme3cs brands


April 2012 |

19

Highest rates of Media Type What it says

Picture

Probabil cel mai popular gest de iubire, sarutul, e acea experienta care ne aduce mai aproape de cel drag ;). Pentru senzatii neasteptate, rasfatati-‐va buzele cu balsamul NIVEA Lip Care Fruity Shine CHERRY. Ingredientele naturale precum uleiul de migdale, uleiul de jojoba si untul de shea va vor lasa buzele moi si catifelate, iar aroma de cirese si nuanta glossy discreta vor Ki arma voastra secreta in jocul seductiei. Incercati-‐l!

Picture Fetelor, iata intrebarea zilei: par drept sau par ondulat?

Picture Fetelor, astazi va incurajam sa dati frau liber creativitatii. Iata un pont care va va ajuta sa va surprindeti iubitul cu un mic dejun romantic de Ziua Indragostitilor. Pentru rezultate surprinzatoare, e suKicient sa urmati pasii de mai jos. Sa ne spuneti cum a iesit ;)

Nivea Romania Engagement Profile Media Type Performance Post Subjects

Link

Link - blog/site

Picture

Text

0.000%

0.002%

0.004%

0.006%

0.008%

0.010%

0.012%

0.014%

0.000% 0.050% 0.100% 0.150% 0.200% 0.250% 0.300%

Sh

are

Ra

te

Like Rate

Bubble Size: Comment Rate

Period covered: December 2011, January 2012 and February 2012


April 2012 |

20

Sunscreen Community From Netnography


April 2012 |

21 Where We Searched for Opinions

General Interests •  forum.soVpedia.com

Mothers •  www.desprecopii.com •  www.copilul.ro •  forum.7p.ro •  www.bebelu.ro

Medical Communi3es •  forum.romedic.ro •  forum.an3concep3onale.ro

Lifestyle •  www.eva.ro •  www.kudika.ro •  www.garbo.ro •  www.miresici.ro •  danasota.com


April 2012 |

22 Google search evolution – Romanian websites - Sunscreen


Note: 2011 includes Google search results during the 1st of January 2011 à 31st of July 2011. Source: Google search results on websites wri>en in Romanian, Google.com, 10th of August 2011

911 10 11

33

18

0

5

10

15

20

25

30

35

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Videos

32 185911

2980

5850

9670

0

2,000

4,000

6,000

8,000

10,000

12,000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Blogs

169 245 460 983 982

10900

0

2,000

4,000

6,000

8,000

10,000

12,000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Forums

45,200112,000

240,000305,000

518,000

1,250,000

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

All websites

April 2012 |

23 Nivea: Facebook communication vs. Netnography Smark | Brands & Communities

Netnography

April 2012 |

24 Content Smark | Brands & Communities

A.  Key Ideas

B.  Sunscreen in General

C.  Sunscreen for Adults

E.  Self tanning

975 entries

April 2012 |

25 Key Ideas. Sunscreen Smark | Brands & Communities

•  Overall, the discussion had a strongly positive note and revolved around benefits

•  81% of the comments on the subject of sunscreen were expressed in a positive manner

•  People talking on this subject are persons mostly preoccupied with choosing the best product

with the best performance and best characteristics for their own use or for their children

•  They seem to prefer to do some serious desk research work before deciding and buying a

certain product

•  Spring months are the months when people start talking about sunscreen, preparing for the

summer

April 2012 |

26 Key Ideas. Sunscreen Smark | Brands & Communities

•  The durability of the sunscreen is not crucial for users

•  Doctors act as an important influencer for mothers

•  Nivea, Elmiplant, Iwostin and Avene are the brands which appear most frequently in the

discussions women have on-line regarding which sunscreen products to use, either on a

positive note or a negative one

•  In terms of features, women appreciate most if the product comes with a spray

•  Women also appreciate a lot when the product gets very well into the skin. More

than that, finding the best sunscreen product, non-sticky and non-greasy, especially for an

oily skin seems to be a problem for many women.

April 2012 |

27

Sunscreen

April 2012 |

28 The 8 dimensions of quality model Smark | Brands & Communities

•  In analyzing the motivations of people using

sunscreen, we used the 8 dimensions of quality

model.

•  According to this model, we identified in the

database references grouped in 6 dimensions:

•  Performance

•  Features / Ingredients

•  Reliability

•  Durability

•  Aesthetics

•  Perceived quality.

Performance

Features / Ingredients

Reliability

Compliance

Durability

Maintenance

Aesthetics

Perceived quality

The 8 Dimensions of Quality

Source: Garvin, David .A., "Compe3ng on the Eight Dimensions of Quality", Harvard Business Review, November-‐December 1987

April 2012 |

29 Opinions structure. Positive arguments Smark | Brands & Communities

Performance


Aesthetics

Reliability

Durability

•  “This product assures both UVA and UVB protection” •  “This product assures a good tan: quick, beautiful and uniform •  “I use this product also as a makeup base” •  “This product is also recommended for cloudy days / days with a moderate sun” •  “This product is also recommended in special skin cases (moles, freckles, warts, atopic dermatitis, etc.)”

•  “This product is better when combined with natural alternatives

(olive oil, almonds oil, etc.)” •  “This product has no perfume / a

discreet perfume” •  “This product is equipped with a

spray” •  “I prefer handmade products”

•  “This product contains zinc oxide”

•  “This product is safe, I trust it” •  “This product is also recommended for infants (0-‐6 months)” •  “Products containing parabens are however safe” •  “This product is waterproof”

•  “This product gets into the skin very well”

Quality •  “I consider this a quality

product / This product is very good.”

April 2012 |

30 Opinions structure. Negative arguments Smark | Brands & Communities

Performance


Aesthetics

Reliability

Durability

•  “This product does not assure good protection” •  “The product does not assure a good tan” •  “The product does not assure UVB protection” •  “The product causes pimps, irritations, allergies, sunburns and spots on the skin”

•  “ I prefer natural alternatives” •  “The product contains chemicals”

•  “The product contains zinc” •  “The product has a heavy

perfume” •  “Organic products are not

sufNicient, do not offer sufNicient protection” •  “The product is not safe for infants and small

children” •  “The product can cause cancer” •  “This products is not suitable for pregnant women” •  “This product is difNicult to use”

•  “The product is not waterproof”

•  “The product’s effect lasts short time”

•  “This product makes the skin look greasy” •  “This product gives the skin an unpleasant tan color“

•  “I consider this a low quality product / This product is not so

good.” •  “I am not satisNied with this

product”

Quality

April 2012 |

31

2008

2009

2010

2011

0

30

60

90

120

150

Jan

Feb

Mar

Apr

May Jun Jul

Aug

Sep

Oct

Nov Dec Jan

Feb

Mar

Apr

May Jun Jul

Aug

Sep

Oct

Nov Dec Jan

Feb

Mar

Apr

May Jun Jul

Aug

Sep

Oct

Nov Dec Jan

Feb

Mar

Apr

May Jun Jul

Sunscreen. Comments overview Smark | Brands & Communities

81%*

Positive comments 1.3

Positive references per comment on

average

Number of positive and negative comments related to sunscreen

•  Given the products speciKics, springtime and

summertime represent the most relevant period for

posting discussions related to sunscreen.

•  May seems to be the month recording the largest on-‐

line buzz on this subject. Right before the actual

summer start, people begin to inquire about the best

sunscreen products or which ones they should avoid.

Presence of positive / negative references split by the 8 quality dimensions model

19%*

Negative comments 1.2

Negative references per comment on

average

*From the total of 777 pro and con comments related to sunscreen

378

195 195

33 21 173266

30 3514 1

Performance Features Quality Reliability Aesthetics Durability

April 2012 |

32 Sunscreen. Top Brands Most Referred to Smark | Brands & Communities

Sunscreen for children Sunscreen for adults

3

8

2

7

21

12

14

20

26

26

25

21

28

30

38

69

75

69

Eco Cosmetics

Iwostin

Klorane

Vichy

Bioderma

Mustela

Elmiplant

La Roche Posay

Avene

Nivea

Sunscreen for children and adults

2

5

3

2

7

14

4

10

17

14

24

26

25

28

30

35

56

57

Vichy

Chicco

Bubchen

Eco Cosmetics

Klorane

Elmiplant

Mustela

Nivea

La Roche Posay

Avene

3

1

1

8

4

19

6

9

13

14

19

19

13

18

26

10

34

Gerocossen

Bioderma

L' Oreal

Avon

Garnier

La Roche Posay

Avene

Iwostin

Elmiplant

Nivea

Negative associations

Positive associations

April 2012 |

33

Sunscreen for adults

April 2012 |

34 Sunscreen for adults. Performance arguments Smark | Brands & Communities

Top Brands mentioned when people talk about the Performance of the sunscreen products

•  Nivea, Iwostin and Avene are the brands whose sunscreen

performance people appreciate the most.

•  Iwostin ‘s position was mainly driven by a campaign which

promoted Iwostin’s sunscreen set of products via women’ and

lifestyle blogs in June 2011. Some of the blogs also organized a

series of competition to win Iwostin Solecrin products, which

caused many positive reactions in the on-‐line environment.

•  Elmiplant stands out as the brand, whose performance is

strongly criticized. All the negative references revolve around

the fact that the product offers no real sun protection and

causes sunburns.



4

4

4

4

7

7

7

8

9

10

2

Clarins

Eucerin

L' Oreal

SkinCeuticals

Bioderma

Garnier

La Roche Posay

Avene

Iwostin

Nivea

Elmiplant 10

1

April 2012 |

35

26

7

12

18

21

Sunscreen for adults. Features arguments Smark | Brands & Communities

Products equipped with spray

Products preferred in combination with

natural oils

Good price -‐ quality ratio

Organic products

Natural alternatives preferred

Associations with brands Iwostin 5 Nivea 3 Avon 2 Garnier 2

“About Iwostin: Sunscreen spray, waterproof, SPF 30+. This one has become my favorite. Yes, you read it right : ) it’s much easier to apply, thanks to the spray, has a lighter consistency, gets into skin fast and makes the skin look dewy .. A healthy glow, so to speak.

¾ from these persons prefer to combine the use of the sunscreen product with olive oil.

“You combine them in your palm and you apply the mix (this is how I do it) or you apply the cream, wait until it gets into the skin, after which you apply olive oil on your skin”

“I recommend Piz Buin products to the ladies who are very keen on the products’ quality, but who are not willing to pay too much on a cream. And if you are already tanned, I recommend you Nivea products”

“Monica, of course there are bio sun lotions, which are parabens-‐free of course. They also have no perfume and no parafNin. But usually the main active ingredient which ensures the sun protection is the titan oxide or the zinc oxide. These present an average environment risk, but are accepted in the bio products also, because are the most efNicient ingredients in protecting against UV sunrays. It seems there are no plant-‐based products which can offer this kind of protection and after all, this is the purpose of the sun lotions… In terms of brands, among the products which can be found in Romania, I can recommend Lavera and Aubrey Organics, which have sunscreen products. “

No brand stands out

The majority of the people preferring only natural products use olive oil to get a nice tan. Other options are: sea buckthorn oil , beer and shea butter.

“I use a combination of oils, specially prepared by me: olive oil with oily vitamin A, sea buckthorn oil, all other oils which fall in my hands and vitamin E. It moisturizes the skin very well, it’s cheap and very good. I know what it contains, plus the tan you get by using it is incredible. It has a special golden hue. I recommend this combination to everybody.”



April 2012 |

36

•  People using sunscreen products do not seem to especially appreciate the reliability of these products. Safety and trust are

probably concepts or associations users may take for granted, when they are satisKied with a sunscreen products

•  In the set of negative references, there are complaints about the sunscreen products’ reliability. There are two lines people talk

about:

Sunscreen for adults. Reliability arguments Smark | Brands & Communities

Lack of trust in products

Products can cause cancer

11 7

“Anyway, in my opinion, the recommendations coming from dermatologists are relative, because there are a lot of companies using specialists to advertise and promote their own products, thanks to the degree of trust the consumers have in these doctors. For now, I don’t know if your dermatologist falls into this category. Personally, I wouldn’t use Vichy products and I will never trust the dermatologist who will recommend these products to me.” “Hello, Be careful with the sunscreen products. They were proved to be carcinogenic and are still available on the market, despite all of this. Here you have more details: http://www.doctorating.ro/stiri_detail.php?id=358” “Well said…. About olive oil … this is more or less … but I don’t really trust those sunscreen products … “

“Hi Monica, I read the article you posted and indeed I also understood that the sunscreen products can cause cancer, but this thing is

available for the products which are not organic. As far as I read, the sunscreen products such as Nivea, Vichy, Garnier have such a composition which gets well into the skin and protects the skin under epidermis, letting all UV rays to get into epidermis and thus

activating the cancer cells. On the other hand, organic sunscreen products do not get well into the

skin (that’s why there is a whitish look after you apply it) and the protection is effective on the skin surface.

This is the major difference between them, as far as I know. But I don’t know what’s the thing with the foundation cream. I don’t know if the

organic ones are protecting better the facial complexion against the UV rays rather than the ones we Nind in stores.”



April 2012 |

37

166

Sunscreen for adults. Aesthetics arguments Smark | Brands & Communities

Sunscreen is oil free, gets well into the skin

Number of times each brand got associated with

Sunscreen is sticky, does not get well into the skin, makes the skin look oily Number of times each brand got associated with: •  Vichy (2 times) •  Avene (2 times) •  La Roche Posay (1 time)

“Hello, can you recommend me a face cream with a minimum SPF of 50 for an oily complexion? I tried Avene 50+ last year, but my complexion looked too oily, like it was shining. I don’t think there is a problem for me if the cream leaves white spots, for me it is important that the cream is not colored per se. The bottom line is that I want to have a white ghost facial complexion. And I am willing to pay maximum 60 lei for it. Thanks!” “I also bought Anthelios 50+, but it is sticky … However, I think all these with SPF 50+ are sticky .. I remain loyal to my Anthelios. Specially if Dia too says Vichy is sticky. Have you ever used Anthelios for face? It’s like a Nluid emulsion .. Something like this…. I am thinking of buying it for me, but I wish it weren’t sticky… “ “During my pregnancy, I used a Vichy sun lotion and I didn’t like it. I felt it was really oily and it seemed like I had a mask on my face. I chose La Roche Posay from these two“

Number of references

“As a main idea, there is no big difference between SPF 30 and SPF 50. But if you choose Vichy with SPF 50 with no oily effect, buy the ultra-‐Nluid

emulsion with a SPF 50+. It leaves no whitish look, it is not sticky and has no perfume. It is very good, I bought it for my mother last year, as she had the

same demands as you had.“

“I used two products from La Roche Posay Anthelios: that Nluid lotion for mixed complexion, which is not sticky; however I didn’t like the fact that it was too Nluid, compared to the second cream I bought recently and which I

enjoyed more: a melt-‐in cream also from La Roche, with a SPF 50+.”

“I recommend Nivea with SPF 30 for body, it’s great, I never get sun burned, it smells nice, it’s moisturizing, had no pimps when I used it, even if I react really easily to other products. For facial complexion I would recommend Bioderma, I only heard good things about them, or Avene – this is what I am using now – they have that emulsion for oily / mixed / sensitive facial complexion, I don’t get sun burned, it protects me from the wind or other

things”

2

3

3

Uriage

La Roche Posay

Iwostin



April 2012 |

38

Takeaway

April 2012 |

39 Takeaway

•  Brand communities are fueled by passion.

What will drive branded communities?

•  Data overload should keep being the

most important obstacle for brand

managers

•  “Closed communities”

•  Fragmentation of brand communities will

persist and even increase as the cost of

the supporting infrastructure is

decreasing

•  Research can help identify key members

of the communities but is most powerful

when applied to identify opinions and in-

group hierarchies


Marke3ng

Sales

PR Customer Service

Third Party

April 2012 |

40

Thank you! Andrei.Iordache @ daedalusmb.ro

Q&A

/DaedalusMillwardBrown