Djamchid ASSADI Burgundy School of Business, CEREN

1. Djamchid ASSADIBurgundy School of Business, CEREN Do People Say What the Brands Want Them to Say? An Investigation into the Social Media Twitter Burgundy School of Business The 3rd International Conference on Institutional and Technological Environment for Microfinance Delhi - ITEM 3 - January 5th 2012

2. AGENDA 1. Context and Research Inquiry 2. Review of Literature 3. Methodology and Research Design 4. Results and Discussion 5. Conclusion and Further Research

3. AGENDA 1. Context and Research Inquiry 2. Review of Literature 3. Methodology and Research Design 4. Results and Discussion 5. Conclusion and Further Research

4. Intangibles in the Firm’s Vauation

5. Paradigms of Communication B. Dialogue Two-way, one-to-one C. Forum/discussion Two-way, many-to many A. Inform One-way, one-to-one Firm Firm Firm Visitor Visitor Visitor Visitor Visitor Visitor Visitor Visitor Visitor

6. Online Brand Shopping Customer Behavior • 70% of consumers trust equally peers’ opinions and brands • 90% trust recommendations which are issued by familiar people • 69% trust editorial content and sponsorships (64%) by brands • Nearly one in every two Internet users in France searches the opinion of other consumers on the Internet • Majority reads comments posted by other Internet users, • 21% have written messages or participated in chats on the subject • 30% recommend sites providing information on products and 21% give their opinions on products or services (Lehuédé, 2009).

7. Customer Brand Behavior

8. Research Inquiry

9. The following graph illustrates clearly the idea: Research Objective Non-for-profit firm B For-profit firm A Firm A is XXX Firm B is YYY Firm A is ZZZ Firm B is WWW Firm A is ZZZ Firm B is WWW Client Client Client

10. Possible Outcomes XXX ZZZ XXX ZZZ Small Gag Big Gag

11. AGENDA 1. Context and Research Inquiry 2. Review of Literature 3. Methodology and Research Design 4. Results and Discussion 5. Conclusion and Further Research

12. Approaches to Brand Value Brand Value Subjective customer benefits of a brand Financial and accounting estimation of a brand

13. Review of Literature on Brands Valuation of Brand Equity Financial approach Estimations of financial values generated for shareholders Marketing approach Estimations of values created for customers Time-based earning valuation Operating Cash-flow valuation Asset valuation Subjective value (public, private) Objective value (features, costs and benifits, purchasing process)

14. Web 2.0 Four Families

15. Forms of P2P Online Interactions on Brands

16. AGENDA 1. Context and Research Inquiry 2. Review of Literature 3. Methodology and Research Design 4. Results and Discussion 5. Conclusion and Further Research

17. “Vision & Mission”: Brand’s Official Communication

18. “Vision & Mission” Concepts 1. Purpose of existence 7. Motivating principles 2. Expected Future 3. Beliefs and Values 6. Technological Infrastructure 5. Domain and scope of activities 4. Target Markets & Neeeds

19. Two Cases: Kiva & Zopa

20. Mission and Vision Mission - We are a non-profit organization with a mission to connect people through lending to alleviate poverty. Leveraging the internet and a worldwide network of microfinance institutions, Kiva lets individuals lend as little as $25 to help create opportunity around the world. Vision (not mentioned as “our vision”) We envision a world where all people - even in the most remote areas of the globe - hold the power to create opportunity for themselves and others. We believe providing safe, affordable access to capital to those in need helps people create better lives for themselves and their families.

21. Mission and Vision Mission (not mentioned as “our mission”) Zopa is where people get together to lend and borrow money directly with each other, sidestepping the banks for a better deal. Everyone wins except the fat cats.Zopa is an online marketplace that matches people with money to invest with borrowers who need a personal loan. By cutting out the middlemanZopa claims it can offer competitive rates to both parties. Loan rates vary daily, determined by how much you want to borrow and for how long. Lending criteria is stringent: only those with near perfect credit scores need apply. Vision (not mentioned as “our vision”) Zopa is a term taken from business theory. It stands for Zone of Possible Agreement and is the overlap between one person's bottom line (the lowest they're prepared to getfor something) and another person's top line (the most they're prepared to give for something). If there's no Zopa, there's no deal.

22. AGENDA 1. Context and Research Inquiry 2. Review of Literature 3. Methodology and Research Design 4. Results and Discussion 5. Conclusion and Further Research

23. “Mission and Vision” Key Ideas

24. Peers' Comments collectedDates: 2008, 2009, 2010, 2011

25. Frequency of the Key Ideas in the Corpus

26. Frequency of the Key Ideas in the Corpus

27. Comments

28. AGENDA 1. Context and Research Inquiry 2. Review of Literature 3. Methodology and Research Design 4. Results and Discussion 5. Conclusion and Further Research

29. Conclusion

30. Implications • Strategic uses of the Web 2.0 technologies in the process of brand building • Interactions between brands' narratives and peers' expressions • The results might contribute to cybernetic studies between brand equity and networks