Sequentia Environics announces new digital ethnography offering at Mesh '11

Social and community research offers deep understanding of cultural dynamics that drive community adoption

TORONTO, May 27, 2011 /PRNewswire/ - Sequentia Environics announced a new service offering today that enables companies to better understand the all-important cultural dynamics of their online community members. This information can lead to increased adoption, greater value for members, greater cohesion and more loyalty.

Digital ethnography enables organizations to uncover the behavioral patterns of online audiences that are not always driven by a tangible need. These types of research findings fill the gaps left by traditional market research such as surveys and focus groups.

By conducting an analysis of the cultural differences between Reddit and Digg, two of the most prolific online communities, Sequentia identified the following as key characteristics of thriving communities:

• Self expression and self interest
• Self regulation (to varying degrees)
• Personalization
• Open participation for all members and involvement in decision making
• Sense of purpose
• Simplicity
• Option for anonymity
• Transparency
• Earned authority

"All successful communities are able to create a unique sense of culture. Digital ethnography gives us the cultural insights we need to craft compelling content and experiences," said Ujwal Arkalgud, Community Strategist at Sequentia Environics and co-author of the report A Guide to Successful Community Building: Lessons from Reddit and Digg.

"Sequentia Environics' research demonstrates how digital ethnography can be valuable to organizations looking to build more impactful relationships with their online audiences," added Erik Martin, General Manager of Reddit.

Sequentia Digital Ethnography Services
Sequentia's Digital Ethnography service offering provides organizations with a deep understanding of their audience's online behavior by identifying and studying real-time interactions and online cultural attributes in a given online space and context.

Sequentia's Digital Ethnography research also observes and analyzes audience behaviour online in a naturalistic and unobtrusive way, helping companies:

• Uncover existing cultural narratives in a given space and providing insight into audience values and the meanings they associate with brands and symbols
• Determine their target audience by narrowing down and prioritizing sub-cultures of audiences
• Create content and experiences that appeal to audiences at a deeper, more emotional, level
• Create or participate in grass roots movements.

"Standard marketing research gives you data and statistics about your audience. Digital Ethnography shows you how to engage your audience's emotions, values, and deep-seated identity triggers," said Peter Flaschner, Creative Director and Community Practice Lead at Sequentia Environics. "At Sequentia we are pioneering the use of digital ethnography for clients like Yahoo! Canada, The Globe and Mail, and more. Digital Ethnography is part of what makes our work so successful."

Download the report A Guide to Successful Community Building: Lessons from Reddit and Digg , authored by Heather Morrison and Ujwal Arkalgud of Sequentia Environics.

About Sequentia Environics
Sequentia provides services and software that help marketers create and measure revenue-focused social content and communities. Sequentia has developed digital communications strategies that generate revenue for a variety of clients including Bell, The Globe and Mail, TAB Products Inc., Purina, HP and Yahoo! Canada. Visit our website or follow us on Twitter

SOURCE Sequentia Environics