The objective of this work is to describe the four stages to create a successful digital laboratory, which allows, for example, testing territories of communication in social networks. This would mean that it is possible to pre-test the content of a brand anonymously, shielding it from negative comments and fostering a positive dialogue between brands and users. It should be noted that this document was written by the director of this methodology, who has theorized and implemented content-based research methodologies over the last three years. The paper dictates the best practices of content-based research. It is also the authors reflection of the theory and practice obtained by the constant implementation and monitoring of digital laboratories.
As researchers, providing us access to data from new sources like customer data platforms, voice control, and all corners of the internet could be considered the equivalent of sticking a kid in a candy store! But are we leveraging this? This paper will not enter the discussion of Google or Amazon selling on this data. It will not showcase a new app. Instead, and even more importantly, it will share tangible examples of way researchers, marketers and advertisers alike can tap into the already innovative consumer and leverage the ocean of data they are generating- all while maximizing the investment being made in their survey research.
Digital life in our modern world has merged with the analog lives of people. The horizon of human relations, including their deepest needs and interests, has extended to the virtual space of the different social networks that have positioned themselves as the leading contact and communication platforms of our time. However, despite the fact that each social network offers potential for new contacts, brands do not always know how to take advantage of the opportunity to participate in peoples real conversations with organic and relevant proposals, thus begging the question: how can brands engage in countless spontaneous and ever-changing conversations? Twitter Mexico, Arconte Research and Sinnia set out to answer this question by conducting a joint research project on topics trending in Mexico between January and November 2017. The purpose was to generate actionable lessons and facilitate the insertion of brands on Twitter the leading real-time platform. This paper presents the results of a journey that began with the detection and clustering of the most relevant conversations held over the course of a year in Mexico. It is followed by a cultural analysis of these conversations, centered on identifying their symbolic support and discursive rules to conclude with the creation of the framework that reflects the most recurrent conversational contexts on the platform, as well as the Rules of Engagement for any brand that aspires to engage in a live interaction in real-time, just like the conversations held on Twitter.
The objective of this work is to describe the four stages to create a successful digital laboratory, which allows, for example, testing territories of communication in social networks. This would mean that it is possible to pre-test the content of a brand anonymously, shielding it from negative comments and fostering a positive dialogue between brands and users. It should be noted that this document was written by the director of this methodology, who has theorised and implemented content-based research methodologies over the last three years. The paper dictates the best practices of content-based research. It is also the authors reflection of the theory and practice obtained by the constant implementation and monitoring of digital laboratories.
Digital life in our modern world has merged with the analog lives of people. The horizon of human relations, including their deepest needs and interests, has extended to the virtual space of the different social networks that have positioned themselves as the leading contact and communication platforms of our time. However, despite the fact that each social network offers potential for new contacts, brands do not always know how to take advantage of the opportunity to participate in peoples real conversations with organic and relevant proposals, thus begging the question: how can brands engage in countless spontaneous and ever-changing conversations? Twitter Mexico, Arconte Research and Sinnia set out to answer this question by conducting a joint research project on topics trending in Mexico between January and November 2017. The purpose was to generate actionable lessons and facilitate the insertion of brands on Twitter the leading real-time platform. This paper presents the results of a journey that began with the detection and clustering of the most relevant conversations held over the course of a year in Mexico. It is followed by a cultural analysis of these conversations, centered on identifying their symbolic support and discursive rules to conclude with the creation of the framework that reflects the most recurrent conversational contexts on the platform, as well as the Rules of Engagement for any brand that aspires to engage in a live interaction in real-time, just like the conversations held on Twitter.
The objective of this paper is to describe the four stages to create a successful digital laboratory, which allows, for example, testing territories of communication in social networks. This would mean that it is possible to pre-test the content of a brand anonymously, shielding it from negative comments and fostering a positive dialogue between brands and users. It should be noted that this document was written by the director of this methodology, who has theorised and implemented content-based research methodologies over the last three years. The paper dictates the best practices of content-based research. It is also the authors reflection of the theory and practice obtained by the constant implementation and monitoring of digital laboratories.
What did you last read on Twitter? The latest news event? The score from yesterdays football match? Imagine if brands could spread their messages as efficiently as information flows on Twitter. Our research takes the first steps in that direction.
This research seeks to create and validate a new approach for brands to develop a fusion based approach aiming at more meaningful and differentiated digital communication strategies. This methodology focuses on enabling marketers to contextualize the online data and derive digital campaigns for brands that have consumers at their heart.
This research seeks to create and validate a new approach for brands to develop a fusion based approach aiming at more meaningful and differentiated digital communication strategies. This methodology focuses on enabling marketers to contextualize the online data and derive digital campaigns for brands that have consumers at their heart.