Category Archives: Publications

What do we know about brand communities on social media?

May 18, 2019 Inna Piven Leave a comment

In Harvard Business Review, Henry Mintzberg advised, “If you want to understand the difference between a network and a community, ask your Facebook friends to help paint your house”. The idea of community has a long history in sociological and marketing research. Regardless of context, we apply this term where there is a specific type of bond between people, including consumption communities such as beloved Harley-Davidson and Star Trek.

But what do we know about brand communities on social media? This is a question I decided to discuss with NZIE digital marketing students during our termly convention. I’ve been researching social media since 2010, focusing on the nature of consumer-brand relationships. I was happy to share with students the results of my ongoing project – the model of brand values on social media that illustrates the importance of functional, emotional, self-oriented, social, and relational brand experiences.

Interestingly enough, I did not feel stressed when I presented my research at the First European Conference on Social Media in Brighton, but it seems to be a different story when you share your research with your students. I hope that some students who attended the convention will take full advantage of social media in building communities, others will get inspired to go beyond their study program and one day conduct a research on social media.

Images by Naida Rasch

Publications

Not just a new book on social media

May 7, 2018 Inna Piven Leave a comment

Hi everyone! A book I have been working on with my co-authors, talented teachers and learning designers from Unitec has been published!

Global Perspectives on Social Media in Tertiary Learning and Teaching: Emerging Research and Opportunities by I. Piven, R. Gandell, Maryann Lee & A Simpson is a scholarly publication that introduces digital and online learning tools to best support teaching practices. A range of topics includes collaborative learning, innovative learning environments, and blended teaching. This book might be helpful for educators, academics, researchers, and professionals within higher education.

Each book chapter got a thumbs up from reviewers which is encouraging!

“The topical nature of the subject matter is tremendously appropriate for educators who find themselves in a global teaching landscape where culturally relevant practices are essential to student engagement and success”.

“The issues, problems, and trends are given appropriate emphasis, particularly in terms of presenting the overall idea of social media as a key component of emerging pedagogies in post-secondary education”.

“The book is very strong when it addresses specific practices associated with the use of social media to enhance a class. Inclusion of specific recommendations and responses of both students and instructors provided clear illustration of the concepts and practices…”

“Specific responses and reactions from those participating as designers or consumers of the teaching practices provided strong support for the positions taken in the book. The use of research studies also moved the book into the realm of current science, making the book timely and topical”.

That said, it’s time to plan a new book on social media in education! I welcome your ideas and suggestions on topics that you’d like to see in the new book.

Hall of Fame, Publications

Social Media and Brand Communities

January 23, 2017 Inna Piven Leave a comment

Before social media, marketing communications was a relatively stable and predictable business; the traditional approaches generally worked, keeping advertisers and PR managers satisfied. The emergence of social media has flipped the marketing world on its head. Suddenly, businesses start questioning whether social media is the best channel, as so many suggest, to reach consumers.

At Otago Polytechnic (Auckland campus) I taught marketing courses. The entire point was to get my students to develop a habit to scan everything when it comes to marketing – from a company’s day-to-day operation to its social media presence. As you may guess, social media remains one of the most popular topics in my classes. From my students’ perspectives, business on social platforms should be working towards one big idea – building a community. The idea isn’t new. However, whether businesses are capable of building a community on social media or not is debatable.

In a publication by Harvard Business Review, Henry Mintzberg advised, “If you want to understand the difference between a network and a community, ask your Facebook friends to help paint your house” (2015). There is also no agreement between academic and marketing practitioners regarding whether brand communities emerging on social media should be seen and treated in the same way as traditional (face-to-face) ones.

It seems that Giapo Ice Cream shop and Mr Vintage t-shirt company (Auckland) are not aware of this debate. They somehow know how to develop a highly participative brand fellowship off and on social media. This is what my research participants say about them:

Giapo Ice Cream, Auckland. Photo credit: Zomato, NZ

He [Giapo] has created his following, and the other day he is like ‘ok, I need feijoa leaves; who’s got feijoa leaves?’ and everybody offered feijoa leaves, and he got them for free. This way he has made Twitter feel like they are a part of his endeavour. (*feijoa – an evergreen shrub or small tree that bears edible green fruit resembling guavas. It is native to tropical South America and cultivated in New Zealand for its fruit).

Mr. Vintage has done a really good job building a brand around themselves as a cheeky kind of company that uses the community they’ve created really well… they’re always producing t-shirts that people have suggested.

Hamiltron’ by Mr Vintage, City of the Future. Photo credit: Mr Vintage for grabonestore.co.nz

If you still think that all electronic devices can do is to put people in touch with a keyboard, ask your Facebook friends to help you with your house renovation. I’m sure they will.

Publications

The benefits of curiosity for branding on social media

January 9, 2017 Inna Piven 1 Comment

“I’m not interested in a brand if it doesn’t do something spectacular on social media; I just don’t see a reason to follow” (from a random conversation with my students)

When a business wants to stimulate discussion on social media, it is important to keep in mind that consumers’ interests in brands are often motivated by curiosity.

“It’s just curiosity. You never know what that link might give you. It might give you a piece of information of business that you need for yourself” (research participant).

“I’ve got a nut allergy and a beautiful Anzac recipe was posted up on one of the chefs I follow. And I asked a question, do I need to substitute it with more flour to make it more balanced, and she [the chef] got back straight away and said: “No, it’s fine you don’t have to”. I was genuinely interested, and I was curious to see also how quick they’d respond, what their response would be” (research participant).

It can be suggested that social media helps brands to supply the ingredient that seems to be missing in traditional marketing communications – curiosity keeps the conversation going, stimulates and encourages participation, and creates a conversation that potentially may get good press down the line. The recent and much publicised white/gold/blue/black dress mystery illustrates how social media use curiosity as a hook. The story started on Tumblr and took Twitter and Facebook by storm – everyone felt a need to discover what was going on. The debate surrounding the dress – whether the stripes were white and gold, or blue and black – attracted much attention from journalists, scientists, and celebrities like Ellen DeGeneres, who tweeted “the dress is gonna start world war 3”.

(Piven, I. & Breazeale, M. (2016). A desperately seeking customer engagement: Five-Sources Model of brand consumption in social media community. In V. Benson, R. Tuninga, & G. Saridakis (Eds.), Analyzing strategic role of social networking in firms growth and productivity. UK: IGI Global.)

Publications

If our life experiences are pointless without being broadcast over social media.

January 6, 2017 Inna Piven Leave a comment

January and February are peak travel periods for New Zealand. Can you guess what would be the most important daily routine in tour guiding work? It is to ensure that tourists charge their devices (cameras, mobile phones, etc). Why? Because they may want to cancel a scheduled tour if their devices are not ready to document their adventures. That is exactly what happened last year when my company’s clients called a whale watching tour off.

Some time ago I researched relationships between businesses and consumers on social media. One result that has come through vividly is that our consumption practices take on a new meaning in the digital age – without being broadcast over social media, they are pointless. How does it apply to businesses?

Supporting consumers’ desire for self-presentation/expression has certain benefits for businesses, particularly when it comes to branding. For example, KiwiYo, a fast-growing chain of frozen desserts in New Zealand, blurs the line between its offline and online presence: photos taken by consumers in the cafe go to the company’s social media profiles in KiwiYo’s colorful promotional picture frames. KISS, an iconic American rock band, is famous for allowing their fans to display their photos on the stage jumbo screens, as well as on social media during the band’s performance. According to KISS’ website, they were the first band to experiment with “interactive concert photo experiences” (KISS debuts “KISS Liveshare”, 2010).

It seems logical to conclude that if business does not offer their consumers an opportunity for self-expression, then it might be wasting time on social media. In this respect, the ultimate goal for any business, regardless of industry, is to provide consumers with personalised experiences. Here is how:

Learn what makes consumers engage with a brand. There are numerous personal and professional reasons. Use this knowledge to change approaches to social media content and conversations.
Turn consumer-brand interactions into “red carpet” or “award ceremony” experiences by taking advantage of modern technologies in conjunction with social media.