Your SlideShare is downloading. ×
HAIR CARE IWOM INSIGHT - CIC 2010 Syndicated Report Teaser
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

HAIR CARE IWOM INSIGHT - CIC 2010 Syndicated Report Teaser

3,680
views

Published on

We are proud to be launching a new series of syndicated reports which cover industries, topics and provide invaluable insights into China’s social media as applied to brands and products. While a …

We are proud to be launching a new series of syndicated reports which cover industries, topics and provide invaluable insights into China’s social media as applied to brands and products. While a useful tool for any brand or industry operating in the Chinese market, these reports are a must-have for those contemplating a China market entry. Welcome to contact us for the full report and more details, email: report@cicdata.com

Published in: Business, Lifestyle

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
3,680
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
128
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Vol. 2010
    IWOMCATEGORY OVERVIEW
    2010年更新版
    行业网络口碑概览
    HAIR CARE IWOM INSIGHT
    An IWOM Category Overview Report focused on Hair Care in China: your guide to hair care consumer insight and digital intelligence from Internet Word of Mouth (IWOM)
    © 2010 CIC
  • 2. Table of Contents
    Introduction
    Part One: China IWOM Introduction
    Part Two: 6 Areas of hair care IWOM Insights
    • Category Talk Overview for Business INTELLIGENCE
    • 3. Consumer INSIGHT from Product Talk
    • 4. Digital Expression culture for Marketing INSPIRATION
    • 5. Social Media Application and E-community ENGAGEMENT
    • 6. Case sharing of Digital Marketing EXECUTION
    • 7. Brand IWOM Reputation EVALUATION
    Part Three: CIC IWOM Research Methodology
    Appendix: About CIC
  • 8. 6 AREAS OF IWOM INSIGHT
    营销管理需要研究,分析,借鉴网络口碑和网络社区文化
    Reshaping the Relationship between Brands and Consumers
    激发营销创意
    参与网络社区互动
    Marketing team / advertising agency
    Digital PR/
    Digital / Media agency
    消费者研究与产品反馈
    营销活动执行与反馈
    Consumer insight /
    Marketing research/R&D
    Marketing dept./
    Digital marketing agency
    Business intelligence /
    Strategy planning
    PR / Brand team
    品牌网络声誉评估
    行业与竞争情报分析
  • 9. What?
    What are the most popular brands?
    • What products enjoy sustained buzz?
    • 10. What makes them popular?
    • 11. What fuels the buzz?
  • HAIR CARE BRAND BUZZ VOLUME OVERVIEW I L’Oreal enjoyed half of the total buzz volume followed by P&G and Kao
    Buzz Share
    Data Source: CIC Hair Care IWOM Practice Data Panel
    Data Base: Total number of hair care brand cat 1 buzz volume in 2009 is: 144,858
  • 12. HAIR CARE BRANDS - IWOMHEALTH I: FIRST HALF OF 2009L’Oreal Professional enjoyed the highest NSR, while VS enjoyed a relatively high NSR and buzz volume
    NSR
    Buzz Volume
  • 13. Who?
    Friends or foes?
    • Who’s talking about you?
    • 14. Who’s talking about the competition?
    • 15. Who leads them into discussion and how?
    • 16. Where do they “congregate”?
  • EFLUENCER ANALYSIS – QuantitativeThe top two efluencers are found on Sohu
    List of Top 10 Hair Care Efluencers, Dec 2009
    Data Source: CIC Hair Care Data Panel
  • 17. SOCIAL MEDIA APPLICATION FOR MARKETING ENGAGEMENT IVNew Trend: Here comes the video review era
    Netizens’ feedback
    Sample review page
    Reply: 115
    Quote: The girl is beautiful. It’s a good Clinique product. What a cute microphone.
    Sample Quotes
    讲的很好,很喜欢你的声音哦 / Your presentations are good, I really like your voice (Link)
    Sample video comment of a certain product
    Summary
    Compared to text review oriented sites like dianping.com, a new trend of video reviews made by netizens themselves emerged on 92dp.com . Through this kind of reviews netizens can get an instant clear picture of a product instead of imagining it, can see its effect, can get usage tips, etc. Netizens welcome these video reviews, especially if the reviewer featured in the video is attractive.
  • 18. How?
    Engaging the netizens
    • How to conduct successful campaigns?
    • 19. What determines a campaign’s success?
    • 20. What provokes a major crisis and how does a brand deal with it?
  • ONLINE CAMPAIGN CASE STUDY
    - Brands can enhance consumer engagement with effective online campaigns
    - The H&S campaign offering standard products as prizes triggered hot conversations
    Summary
    • Brand: Head&Shoulders
    • 21. Community: Onlylady
    • 22. Date: Sept. 2009
    • 23. Duration: 2 weeks
    • 24. Reward: H&S standard products
    • 25. Rules of participation:
    • 26. Answering four questions online
    • 27. The questions were about the new H&S men’s shampoo
    • 28. Answers could be found in the topic post
    • 29. Each week, 40 netizens who answered correctly would be chosen randomly as winners and receive prizes.
    Sample Quotes:
    海飞丝的洗发水不错哦~~积极参加活动 (Link)
    The H&S campaign is quite good. I would love to take part in it.
    Link