stefania gogna main stage - 2012

Stefania Gogna, Logos.S, Italy Festival of NewMR 2012 - Main Stage – Session 4

A Presenta*on from The Fes*val of NewMR – Main Stage

5 December 2012 The challenges and opportunities of Social Media: combining semiotic

models with statistical multivariate analysis

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Stefania Gogna Logos.S


Towards

an engineering research

Stefania Gogna & Cristina Laura Masetti Semiotician, Marketing Researcher Intercultural Communication Account

Logos.S Independent Researchers’ Group on Semiotics and Marketing Research

Milan, Italy

The challenges and opportunities of Social Media: combining semiotic models

with statistical multivariate analysis


Agenda

A.  Preliminary questions about new media

B.  A new methodology

C.  Case study no. 1 - Signals and codes of Innovation inside the Hypermarkets’ world

D.  Case study no. 2 - The communication style of Italian Priests on Facebook

E.  New opportunities - The adv construction


A. Some hard questions If we collect data from websites, blogs, forums, twitter (verbal texts, what consumers are saying about e.g. a product) …

ü How do we look at them? ü How do we conduct our analysis? ü How can we go beyond sentiment analysis (positive neutral negative) ? ü Are traditional methods of analysis sufficient?

Yes, they are but ...

New media need

new techniques and methods of

analysis


B. New media New methodology

A pertinent methodology: combining semiotics and cultural analysis

with lexicographic software


•  The logic of microscope: –  Analysing the specific

elements of the text –  Focus on details

•  The logic of telescope : –  Having an overall vision of the

text

•  The fisher’s strategy –  Analysing the global text,

without any variable … Let’s see what comes out and which other hypothesis we can put forward

•  The photographer’s strategy –  We have a sufficient number

of hypothesis but we need to understand a specific phenomenon

What is a text scope and how it works: two logics and two action strategies


C. CASE STUDY no. 1


CASE STUDY no. 1 – Inside the blog We opened a two-week blog: 1st week Auchan’s Clients 2nd week Carrefour Planet’s Clients Main objective: What makes these new forms of Hypermarkets patterns of Innovation?


CASE STUDY no. 1 Telescope logic: to have an overall vision - Fisher’s strategy: to look for new hypothesis

Current – What I see Innovation – What I see /Drivers of change

The logic of Quantity The logic of Quality

CLUSTER 2 – THE CHAOTIC SPACE

CLUSTER 4 – I AM FORCED – I DON’T LIKE BUYING

CLUSTER 1 – THE PLACE

CLUSTER 3 – I’M FREE - I LIKE SHOPPING


Specificity Analysis: Carrefour Planet

Vs Auchan

Organisation Discount

THE LOGIC OF MICROSCOPE: FOCUS ON DETAILS THE PHOTOGRAPHER’S STRATEGY: UNDERSTANDING A SPECIFIC PHENOMENA To check which lexical units (words, lemmas or categories) are typical or exclusive in a text


Word Association: Innovation

Vs. Dated

THE LOGIC OF MICROSCOPE: FOCUS ON DETAILS THE PHOTOGRAPHER’S STRATEGY: UNDERSTANDING A SPECIFIC PHENOMENA To check how co-occurrence relationships determine the local meaning of selected words

Innova:on Dated / Residual


Why People Love CARREFOUR PLANET

Carrefour Planet … reproduces the feeling of shop


CLUSTER 2 – THE CHAOTIC SPACE – TO BUY

CLUSTER 4 – I AM FORCED – I DON’T LIKE BUYING -‐ IPERCOOP

CLUSTER 1 – THE PLACE – but ... s*ll DISCOUNT

CLUSTER 3 – I’M FREE -‐ I LIKE SHOPPING -‐ CARREFOUR

Actual – What I see Innova:on – What I see becoming

The logic of Quality The logic of Quan:ty

The most representa*ve words of each cluster The brand positioning


A NICE CASE STUDY …

ITALIAN BISHOPS’ CONFERENCE (CEI)

THE COMMUNICATION STYLE OF ITALIAN PRIESTS ON FACEBOOK

D. CASE STUDY no. 2


The most representative words inside the Priest’s and Sisters’ discourses (within the topics): Naming the areas of the map: understanding the communication styles

Catholic life – Wanting to be

Catholic rituals – Having to be

Tradition - Parish life Facebook : to socialize and communicate

Innovation - Technological life Facebook : to spread Information


We collected textual data inside websites, forum, blogs ... data taken from teen agers’ speeches. That was a cultural study. Then ... We composed the corpus to be analyzed by lexicography software and semiotics So ... We were able to identify new concepts and give insights through which the Art Director of the Adv Company constructed the new adv campaign for a Leading Italian Fashion Company

E. New opportunities: the adv construction


Thank you


Independent Researchers’ Group on Semiotics and Marketing Research

Milan, Italy


Q & A

Andrew Jeavons Survey Analy:cs



Stefania Gogna

Read Stefania’s blog @ hLp://stefaniagog.blogspot.it/ Follow Stefania’s tweets at @ hLp://twiLer.com/stefaniagog Connect with Stefania on LinkedIn @ hLp://it.linkedin.com/in/stefaniagogna Contact @ [email protected]

stefania gogna main stage - 2012

Marketing

main stage session

italy festival of newmr

new media new methodology

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