Net Narratives Revisited Network Narratives Revisited: Authenticity in Seeded Online Community Promotions Nathalie Collins & Lynelle Watts

Net Narratives Revisited Network Narratives Original Paper

Net Narratives Revisited Word of Mouth Marketing (WOM)

Net Narratives Revisited Seeded Blog Promotion 90 BLOGS 400 VISITS/DAY The Rules Get the phone Use it (if you want) Talk about it (if you want)

Net Narratives Revisited 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. concurring opinion378 U.S. 184The Lovers

Net Narratives Revisited 360 Degree Authenticity (360da) Objective Constructive Existential Commercial For more information see Collins, Murphy and Watts

Net Narratives Revisited 360 Degree Authenticity (360da) Objective Constructive Existential 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?

Net Narratives Revisited Network Narratives Success =Positive comments from audience or 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

Net Narratives Revisited Contrasting Frank and Carrie

Net Narratives Revisited Frank: Tech-Friendly Objective Constructive Existential Commercial Full disclosure of terms of 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

Net Narratives Revisited Frank: Tech-Friendly Objective Constructive Existential 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

Net Narratives Revisited Carrie: “it” girl Objective Constructive Existential 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

Net Narratives Revisited Carrie: “it” girl Objective Constructive Existential 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.

Net Narratives Revisited 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

Net Narratives Revisited 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.

Net Narratives Revisited Thanks.