What Is Digital Anthropology?

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What Is Digital AnthropoA Different Look at Digital Monitoring and Anthropology

Prepared by Two West 2010

SM


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T H E WOR D AR O UN D T H E DIGI T AL WA T E R C OOL E R

In c r ea sin g ly, companie s a r e fa ced w i t h t he r eal

i t y t ha t t hei r

b r and s a r e in many w ay s in t he hand s o f o t he r

people. T he

w e b ha s p r o vided an ou t le t fo r w ha t amoun t s t o

a g lo bal

di s cu s sion. Mak e a cu s t ome r happy and t hou sand s

o f people

k now a bou t i t in se cond s

bu t mak e a mi s t ak e and t he

same i s t r ue. C on seq uen t ly, i t i s mo r e

impo r t an t t han e ve r t o moni t o r w ha t

con t en t i s bein g g ene r a t ed on t he w e b and how

i t w ill

impa c t you r b r and.


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UN D E R S T AN DING T H E H UMAN E L E M E N T

IN T H E DA T A

Analyz in g and e valua t in g online con ve r sa t ion

f r eq uen t ly mean s

ha vin g a be t t e r , t imelie r unde r s t andin g o f how t o r ea c t and

po si t i vely shape t he ma r k e t . Qua r t e r ly e valua t io

n s allow t he

clien t t o r e ne s t r a t e g ie s a s t he online dynami

c chan g e s and

ad ju s t t hei r bu sine s s g oal s a c co r din g ly. Di g i t al A

n t h r opolo g y SM

explain s t he r ea son s behind t he da t a. I t t ie s be

ha vio r al p r o ce s se s,

cul t u r al pa t t e r n s, and cu r r en t e ven t s

t o t he da t a, un co ve r in g

unme t need s and anomalie s t ha t mi g h t p r o ve t o be a sou r ce o f

added r e venue.


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Digital Anthropology SM:

For the most part, social media monitoring stops withproviding data. Numbers are gathered around an area ofinterest, a few correlations are run between data pointsand the ndings are handed off to the client without anyemphasis placed on either what the data means or, moreimportantly, how to use it. Digital Anthropology SM seeksto connect the dots and uncover powerful, actionableinsights. Digital Anthropology SM helps move social mediamonitoring from what to why to what next.

Combining digital monitoring with an anthropological

perspective, Two West brings a complete understandingof the social media landscape. We examine basic humanbehavior, macro trends, linguistic patterns and culturalin uences that basic monitoring reports overlook.

Two West will analyze the results of the Digital Monitoringreport(s) and pair with an investigation into humanbehavior, macro trends, linguistic patterns and culturalin uences relating to the target audience. We willanalyze the data and ndings and deliver a quantitativeand qualitative report with strategic recommendations

on site enhancements, social media direction and/or product development.

WHAT IS DIGITAL ANTHROPOLOGY


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DIGITAL MONITORINGDigital monitoring involves a deep dive into the onlinespace, searching for any and all conversation surroundingyour brand, your competitive landscape and your industry.It uses relevant keyword searches to gather data over timeto provide strategic insights.

Two West monitors online conversation and socialmedia efforts over a speci c period of time. We analyzespeci c mentions and numbers (whether that is anoverview of keywords or the competitive landscape) and

deliver the report with key observational ndings andrecommendations for social media strategy, company or product modi cations and/or website enhancements.

WHAT IS DIGITAL MONITORING


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THINGS TO LOOK FOR

NORMSCultural norms guide good marketing, design anddevelopment. As an example, cultures shape how peopleunderstand what is food. While it is seen as strange to eatbugs in the West, they are a major source of protein in manyparts of the world. Anthropology looks to uncover these normsand how they shape what we say, do, and believe.

Uncovering how people internalize these cultural norms givesus insight to what makes sense and allows us to designbrands that will resonate rather than confuse or offend.

PROCESSESHow people get things done is another signi cant point ofinvestigation for an anthropologist, showing us how culturalroles, beliefs about what is correct, and the order in whichevents take place shape interaction with place, and tool or abrand. For example, shopping is frequently done by someoneother than the consumer and involves a series of steps andinteractions. Uncovering these processes lets us design andmessage to people at the right points in their journey.

MEANINGPeople have to make sense of the world around themand assign meaning to their shared lives. Rituals, morality,cosmology, even how we choose to clean our teeth are allendowed with meaning. Anthropology uncovers not only themeaning people assign to the world, but how that meaningcomes about.


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WHAT PEOPLE SAY VS. WHAT THEY DOIt isnt enough to ask people questions becausewhat they say and what they do arent alwaysthe same. Look for what is going on in the physicalspace, look for body language, and look for interactions between people.

HOW DO THEY SOLVE PROBLEMSLook for ways people adapt things to solve problemsin unusual ways. For example, using stickers on cellphones to tag what belongs to them.

HOW DO THEY ORGANIZE THINGSLook inside cupboards, car, purses, etc. How peopleorganize things can tell you a lot about how theyunderstand and manage their world.

WHAT ROLES DO PEOPLE ASSUMEHow does behavior change in a given context?What sorts of things are socially unacceptable in agiven context. Look for changes and roles peopleseem to adopt in a given setting.

THINGS TO LOOK FOR


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Have fun out there!CONTACT:

GAVIN JOHNSTONCHIEF ANTHROPOLOGIST, TWO WEST DISCOVERY + DESIGN

DIRECT 816.581.8202 | [email protected]

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What Is Digital Anthropology?