Class notes
Class notes Online Consumer Behaviour Research (CITM2.OCBR-01)
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This document includes all my notes of the lectures and Q&A sessions of the course OCBR followed at the NHTV/BUAS.
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All Lecture & Notes OCBR:Purpose of the module:
- To understand what the different parts of social media are; the challenges, risks, and
the opportunities it presents. From a business perspective. To gain insight into the
online behaviour of a specific target group.
- To gain insight into the different parts of quantitative research. It is important to
carry out extensive and well thought out research into consumer behaviour in order
to understand what consumers want and to understand what motivates them.
- Both of these aspects are combined in a concrete case study that is linked to a real
situation: Sziget festival.
Why Sziget?:
Sziget is the case study for this module because:
- You are the actual target group, so it is relevant for you
- It includes parts from all the tracks and specialisations
- Real data from last year's festival
- And a lot of online content
Some info: Sziget has over 100 performances, half of the visitors from outside of Hungary.
Day capacity 100.000, in 2019 525.00 visitors form over 95 countries. The Sziget festival also
has its own party train service (with own DJs) which takes festivalgoers from all over Europe
to the festival.
We combine this with social media and some research.
What is social media?
Social media is a group of Internet-based applications that build on the ideological and
technological foundations of Web 2.0, and that allow the creation and exchange of User
Generated Content”.
So Social Media refers to the services offered to users, Web 2.0 to (new) technologies that
enable the easy use of the services, and UGC to the texts, images, videos, etc. produced by a
broad public.
EWOM:
Social media are linked to what people say online about brand – product etc. We call this
eWOM. Circumstances have changed due to social media:
• The scale, speed, possibilities, technology, risks, legislation, etc.
• Available data sets
• Especially now private ‘opinions’ are also spread via social media
• It is ‘same-old same-old, but also different…’
Why do people post?:
Very relevant to companies. The reasons are very divers:
• Functional (communication with companies)
• Personal branding, showing who you are
• Social group, to belong to, everybody does so..
• Addiction
, • Entertaining: a kind of hobby
• Support to someone, something
• Marketing: games, polls, rewards etc
• Professional (influencer)
• Trivia: boredom, be the first etc.
Soft and hard goals:
Soft goals are ‘points’ we can measure and choose or use as KPI. They are just steps on the
way to the (final) conversion in the funnel. Soft goals can be SMART.
Benchmarks are critical to be able to assess what is realistic.
Mini conversions are steps customers make, and we want them to make these. Like
watching videos, liking pages, positive eWOM etc.
The ‘end goal’ (Sziget get people to the festival) is the final conversion. Often this is also
more ‘economical’: sales, euro’s, parties, Pax etc.
How to categorise social media?
If we look at social media platforms, we see:
• Types (video platforms)
• Brands (Soundcloud, Swarm, Instagram)
• Dynamic (changing, combinations, merged with apps)
• Functionality (what you can do with the platforms)
• Institutional or public (for contacts and posts)
• Business models (pay with data, etc.)
• Purpose (sales, communication, etc.)
What is relevant?:
• Number of accounts?
• DAU, daily active users (out of the total of accounts)
• Contact time per day
• Engagement with the platform
• Characteristics of the users
• Image of the platform
• Possibilities with the platform (PESO and data)
- WhatsApp for instance has an enormous reach but has little PESO possibilities.
- FB has millions of unused, unchecked, dead accounts.
- Snap has very active users: the DAU post up to 50 times a day.
- TikTok is 98% video and hardly reach under 20.
Customer journey:
- Where Sziget can use which social media platform in which stage of the customer
journey
- Before, during and after the Festival of Sziget
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