Abstract:

Digital culture has an increasingly visible impact on culture in general. Despite this, no vetted process exists for understanding digital culture or applying it to the development of marketing assets. For the past two years, the authors experimented with different techniques: social media monitoring, crowdsourcing and ethnographic methods to answer the question 'How do we best uncover digital-culture insights?' This paper describes the results of this initiative (based on the analysis of over 6,000 pieces of digital content), and the process of interpretation.