network narratives revisited: authenticity in seeded online community promotions

www.theinfinitegame.orgNet Narratives Revisited

Network Narratives Revisited: Authenticity in Seeded Online

Community Promotions

Nathalie Collins & Lynelle Wattswww.theinfinitegame.org


Network Narratives Original Paper


Word of Mouth Marketing (WOM)


Seeded Blog Promotion

90BLOGS

400VISITS/DAY

The Rules• Get the phone• Use it (if you want)• Talk about it (if you want)


Authenticity is like obscenity

“I shall not today attempt further to define the kinds of material I understand to be embraced within that shorthand description; and perhaps I could never succeed in intelligibly doing so.

But I know it when I see it.”

—Justice Potter Stewart, concurring opinion in Jacobellis v. Ohio 378 U.S. 184 (1964), regarding possible obscenity in The Lovers.

http://en.wikipedia.org/wiki/Concurring_opinion

http://en.wikipedia.org/wiki/Case_citation

http://en.wikipedia.org/wiki/The_Lovers_(1958_film)


360 Degree Authenticity (360da)

Objective

Constructive Existential

Commercial

For more information see Collins, Murphy and Watts


360 Degree Authenticity (360da)

Objective


Commercial

For more information see Collins, Murphy and Watts

Does the product have the attributes it claims to have?

Is the product experienced in an appropriate context?

Is the product experience true to itself (“keeping it real”)?

Is the experience consistent, while allowing for individual agency?


Network Narratives

Success = Positive comments from audienceor No Negative comments

Failure = Negative comments from audience

Other possible metrics not included in this study: sales, likes, links, referrals, cell phone web site visits/views


Contrasting Frank and Carrie


Frank: Tech-Friendly

Objective


Commercial

Full disclosure of termsof the promotion

Engages in self-narrative about the ethical implications

Tech-oriented blog features discussion on new phone

Self-styles into “reviewer” mode; with which the audience is familliar


Frank: Tech-Friendly

Objective


Commercial

• Successfully constructs a discourse of self-conflict: explanation • Invites others to engage in the discourse• Uses humour to diffuse tension• Constructs a narrative of himself as a reviewer• No acknowledgement of bias (from being selected)• Process is probably natural, but can be reconstructed


Carrie: “it” girl

Objective


Commercial

Does not disclose terms of agreement unless questioned

Blog has a critical tone; but phone posts are gushing

Promo posts create suspicion: is she a walking wallet?

Carrie’s excited about her promo blogs; but audience is not engaged her journey


Carrie: “it” girl

Objective


Commercial

• Carrie’s acerbic tone and wit sets up social norms• Social norms create a kind of trap for Carrie; when she wants to alter the discourse is is not deft enough to do it• Although Carrie embraces her WOM role; but delivery seems extrinsically motivated.


Take Aways

• WOM is a culturally constructed (Kozinets), authenticity has a role in successful construction

• Authenticity has a variety of definitions and dimensions, 360da offers a holistic evaluation

• WOM follows the authenticity constructs for advertising, not conversation


Where to from here?

• Specifically, more guidance for suitable seeded promotion opportunities

• Supports view on WOM as advertising

• Further develops the 360da framework in a social marketing context; contributes to a holistic view on authenticity.


Thanks.

network narratives revisited: authenticity in seeded online community promotions

Documents

narratives revisitedfrank

phone posts

negative comments failure

positive comments

phone use

social norms social

product experience true

discourse of selfconflict