CIC Automobile Report Teaser
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CIC Automobile Report Teaser CIC Automobile Report Teaser Presentation Transcript

  • Automobile Report Teaser An IWOM Category Overview Report focused on Auto in China: your guide to Automobile consumer insight and digital intelligence from Internet Word of Mouth (IWOM) Production: CIC Automobile Team Time Period: 2008 Jul-Dec
  • ABOUT THIS REPORT: OVERVIEW • CIC’s IWOM insightTM Category Report is a thorough introduction to the IWOM around the Automobile Industry. The report is ideal for brands and marketers who want to gain better insight into the influential Chinese Internet community and/or who are looking into create IWOM based marketing campaigns. In order to provide this level of insight, the report addresses the following questions: how much talk is going on, what’s being said, who’s saying it, where is it being said and what does that mean for brands. • This IWOM insightTM Category Report gleans insight and digital intelligence from various Internet Word of Mouth (IWOM) sources and provides insight into issues regarding reputation measurement, consumer research, new media strategy and marketing inspiration. Category Overview Report for Automobile Industry 2
  • ABOUT THIS REPORT: DESIGN AND METHODOLOGY • To complete this automobile category overview report, CIC tracked 441 models from 81 manufacturers during the 2nd half year 2008, collecting 38,878,889 BBS (online message board) messages from top automobile BBS in China. All collected messages were then categorized and mined according to a library of terms (including Internet slang) that represents Automobile manufacturers, brands, products, and attributes. • All obvious “spam” and troll messages called 灌水 (guan shui) were filtered out. Messages that contained the correct characters yet referred to something other than the intended object were also filtered out. For example, “大众” the Chinese name of Volkswagen, when referring to “people,” and not the brand, was not counted. • Models are classified utilizing categorization commonly used on top automobile sites: mini, small, compact, middle, premium, SUV and MPV (large, luxury cars are included in premium car category). Category Overview Report for Automobile Industry 3
  • ABOUT THIS REPORT: RESEARCH OBJECTIVES The report provides a systematic understanding of the IWOM and internet community around automobiles online. The research provides consumer intelligence for brands and marketers in the industry looking to execute marketing communication programs and analyze this consumer base. This report aims to generate significant insights and information for companies interested in the automobile industry and so will specifically focus on topics based around :  Marketing Research  Competitive Intelligence  Customer Relationship Management  Brand Equity Tracking And Reputation Management  Public Relationship And Crisis Management  Media Planning And Purchase  Campaign Ideation Category Overview Report for Automobile Industry 4
  • Report Highlights:
  • • How many conversations are there about the automobile industry? • What are most discussed car models? • What is the overall IWOM health of each manufacturers? • How does automobile online crisis impact brand reputation? • What are the most talked about attributes related to automobiles? • Where are these conversations taking place? • What do these conversations mean for brands? Category Overview Report for Automobile Industry 6
  • INDUSTRY BUZZ OVERVIEW The automobile industry maintained steady buzz volume throughout the 2nd half of 2008, with over 6,000,000 posts from 450,000 conversations each month Conversation Data Source: CIC Automobile Data Panel, including 10 hot and reprehensive automobile online communities Data Base: Total industry posts, 2008 2nd half year=38,878,889 Total industry conversations, 2008 2nd half year=2,861,465 Category Overview Report for Automobile Industry 7
  • MODEL BUZZ OVERVIEW: Ford Focus received the most buzz out of all 441 models with 427,740 posts in the 2nd half of 2008 Data Source: CIC Automobile Data Panel, including 10 hot and reprehensive automobile online communities Data Base: Total models related posts=11,069,324 Category Overview Report for Automobile Industry 8
  • MANUFACTURER IWOM HEALTH: No noteworthy IWOM leader The competition between manufacturers appeared to be balanced; FAW-VW and SVW had higher awareness while SGM and GZ Toyota enjoyed higher reputation NSR SGM GZ Toyota Reputation (NSR) SVW FAW-Toyota DPCA FAW-VW GZ Honda CA Ford Mazda DF Nissan Chery BV Awareness: BV Data Source: CIC Automobile Data Panel, including 10 hot and reprehensive automobile online communities Data Base: Total manufacturers related posts=13,591,912 Category Overview Report for Automobile Industry 9
  • CRISIS CASE STUDY: Consumer assaulted by Ford 4S retailer scandal Crisis related talk drove up CA Ford Mazda’s buzz Dec 13th 11/2 11/16 11/30 12/14 12/28 Data Source: CIC Automobile Data Panel, including 10 hot and reprehensive automobile online communities Data Base: Total posts of CA Ford Mazda, Nov-Dec 2008=291,639 Summary On December 13th 2008, in a Ford 4S store in Shanghai, a group of group-purchase consumers bargained with the staff on the price of the car. After failing to agree on the price, the staff in the 4S shop engaged in a violent fight with several customers. Following the incident, netizens uploaded details about the fight including pictures and even videos, and spread them online, leading to a sharp buzz volume increase for CA Ford Mazda. This incident had a negative impact on the brand’s reputation for quality service. Category Overview Report for Automobile Industry 10
  • CRISIS CASE STUDY: Consumer assaulted by Ford 4S retailer scandal Netizens expressed anger online BBS Video sharing site Quote 这样的黑店!告诉所有去买车的朋友! What a terrible store! Let’s tell all the friends who want to buy a car! link 第二辆车再也不订CAF的车! I won’t buy a CAF car again link Summary The scandal became a hot topic which spread to over 20 BBS communities and video sharing sites. Many netizens criticized Ford and its customer service after watching the news. Based on netizen’s feedback, this issue caused some consumers to change their minds about buying CAF cars, and some even boycotted the brand. Category Overview Report for Automobile Industry 11
  • CRISIS CASE STUDY: Consumer assaulted by Ford 4S retailer scandal Crisis spread from online to offline Quote 顶,支持暴光!!Support media exposure Report on link Oriental Morning Post 上海这地方还敢这么无视消费者权益的,坚 决曝光!Whoever dare to ignore (东方早报) consumers’ right in Shanghai, should be exposed on medial! link Summary & Finding Netizens were so angered by the incident that even a few offline media sources, such as Oriental Morning Post on Dec 17th, reported the issue. This shows the power of IWOM and proves that the negative influence of online PR crises if it continues to spread both online and off. Brands should look to catch these issues early and address consumers concerns before the issue continues to amplify. Category Overview Report for Automobile Industry 12
  • ATTRIBUTE BUZZ OVERVIEW Appearance and power system were the two attributes most discussed by consumers NSR Ⅰ Ⅲ Appearance Space Power System Interior Maintenance External configuration Safety System Drive Line System Ⅱ Customer Service Price BI Data Source: CIC Automobile Data Panel, including 10 hot and reprehensive automobile online communities Data Base: Total attribute related posts, 2008 2nd half year= 3,270,394 Finding Although buzz incidence diversified, the NSR of attributes in AreaⅠ and Area Ⅲ were overall about the average. But the situation was different for AreaⅡ, which meant in this highly competitive market, manufacturer could make itself stand out and become one of netizens’ favorite, if it could manage to enhance its reputation on price and customer service. Category Overview Report for Automobile Industry 13
  • COMMUNITY BUZZ OVERVIEW Vertical communities were the major buzz powerhouse, and among the top 10 communities, over 80% posts were contributed by the top 2, Xcar and Autohome Buzz contribution of top 20% auto communities, Dec 2008 Top 10 auto communities, Dec 2008 Rank Community Post Category Link 1 Xcar 3,465,043 Vertical click 2 Autohome 2,196,135 Vertical click 3 xxxx 391,625 Vertical click 4 xxxx 299,856 Portal click 5 xxxx 140,578 Vertical click 6 xxxx 95,826 Vertical click Top 2 communities’ 7 xxxx 59,418 Portal click contribution 8 xxxx 52,129 Portal click Data Source: CIC Automobile Data Panel, including 10 hot and 9 xxxx 32,065 Portal click reprehensive automobile online communities Data Base: Total posts of top 10 communities, 10 xxxx 18,061 Vertical click Dec. 2008=6,750,736 Category Overview Report for Automobile Industry 14
  • COMMUNITY FEATURE ANALYSIS: Sample forum (Peugeot 307) social network analysis Social network landscape in Xcar 307 forum, Dec 2008 Summary As one of the typical patterns, the forum social network of 307 club 东楼小五 resembled to the atom structure: 青青橄榄杨 • about 10 efluencers were compared to the protons of the nucleus, which pull a great deal of 山羊胡子 烟P netizens closely around 黄沙舞满天 • other netizens scattered around just like the electrons, casually 随车飘动 participated in several topics Data Source: CIC Automobile Data Panel, including 10 hot and reprehensive automobile online communities Category Overview Report for Automobile Industry 15
  • NET CULTURE: Unique netizen language in China Netizens created popular nicknames for specific car models and brands My viewpoint on FKS I’ve test drived 307 and FKS, but still can’t decide Comparison between Mazda 3 and FKS Data Source: CIC Automobile Data Panel, including 10 hot and reprehensive automobile online communities Data base: sum of Focus related posts by nicknames=474,790 Summary Netizens had unique language and frequently used nicknames to refer models. For example, half of posts mentioned Focus online were by its nickname or English name, and a search for "FKS" on Google will yield 8 out 10 results referring to Ford Focus, but none of the result has contextual text advertisements (i.e. AdWords) or link to its official site. Category Overview Report for Automobile Industry 16
  • CIC Research Methodology
  • RESEARCH METHODOLOGY CIC buzz measurement process Identify relevant source of online conversation source Data Collection Using customized tools and industry term library collecting data Filter out irrelevant and duplicate data and assess data quality Expert construct product & driver categorization Data Mining Data mining by powerful natural language mining tools Human quality assurance for data mining result Using customized tools to analyze buzz volume and content Data Analysis Experienced analyst to dig out insights behind IWOM dynamics Buzz findings Delivery on regular basis in flexible format Category Overview Report for Automobile Industry 18
  • IWOM RESEARCH METHODOLOGY: DATA COLLECTION Automobile Report Industry Analysis FIXED FORUM Empowered by CIC self- developed patent BBS message Spider/Robot CIC Auto Industry Practice Fixed Research Data Panel Industry Practice CIC Auto Data Panel Database Collect average 6.5 million messages every Automobile month from CIC selected and fixed BBS related IWOM forums related to Auto industry practice. Category Overview Report for Automobile Industry 19
  • IWOM RESEARCH METHODOLOGY: DATA ANALYSIS Product Buzz evaluation, to identify which product is being discussed Structured Brand/Product Analysis Diversified Attribute Analysis Our experts construct detailed customized product According to naturally occurring online discussion buzz categorization based on natural online and the scope of the interests, we also look into the discussion using powerful language mining tools to attributes and aspects of the online buzz and the measure the quantity of buzz and brand mentions. associations with product related talk. Sample Product Tree Sample Driver Tree Note: the tree showed here is a small part of the tree structure, which for example. Category Overview Report for Automobile Industry 20
  • IWOM RESEARCH METHODOLOGY: DATA MINING CIC’s powerful Natural Language Mining Tools helps identify the link between all buzz keywords in Chinese, rather than simply calculating buzz keyword mentions • Buzz Content : SVW ’s Cross POLO has unique appearance, my wife really likes it. Brand Product Driver Sentiment Buzz Buzz Buzz Buzz Volume Volume Volume Volume Buzz Source : URL - http://tieba.baidu.com/XXXXXX.html Poster : Netizen I Automatically search specified categories using multiple related keywords via different search engine across a broad spectrum of BBS and blogs. Category Overview Report for Automobile Industry 21
  • How do I learn more?
  • FULL CONTENT FOR AUTOMOBILE CATEGORY OVERVIEW REPORT (1) Introduction of Category Overview - Report Description: A comprehensive overview of the Mainland China Automobile IWOM environment which includes “how much Automobile talk, what’s being said, who’s talking, where they are talking, what does it all mean and what brand/agency should do”. - Data Coverage: 38,878,889 BBS (online message board) messages generated by 2,861,465 conversations on parenting communities during 2nd half year 2008. Part I: China IWOM Introduction - The Power of The Internet Community: key statistics, perspectives, and case studies that demonstrate how Internet Word of Mouth (IWOM) is redefining the brand/consumer relationship in China - IWOM as Strategic Intelligence: selected cases for “Brand Reputation Management”, “Consumer Insight from Product Talk”, “New Media Intelligence” and “Marketing Ideation” Part II: Brand Reputation Management - IWOM Health Analysis For Brand Reputation Management  Industry Buzz Overview  Manufacturer Buzz Overview  Model Buzz Overview  Model Weekly Buzz Trend By 4 Classes - Automobile Brand Personality Analysis From IWOM - Automobile IWOM Crisis Case Study Category Overview Report for Automobile Industry 23
  • FULL CONTENT FOR AUTOMOBILE CATEGORY OVERVIEW REPORT (2) Part III: Consumer Insight from Product Talk -IWOM Dynamics of Automobile Product Discussion  Key Drivers of Automobile Online Discussion  Multiple Indexes to Track Online Discussion Drivers  Product Attributes Talk of Main Brands  Provide Consumer Insight From Automobile IWOM -Brand Attributes Landscape (BAL) Analysis -New Product Launch Feedback Analysis Part IV: New Media Intelligence -The Popular BBS For Automobile Talk  Main BBS Sites For Automobile Talk  Multiple Way To Measure Online Communities’ Dynamics  Efluencer Study -IWOM Landscape Of Automobile Part V: Marketing Ideation -Hot Topics And Net Culture  Hot Keywords Around Automobile Talk  Hot Topics Of Automobile Communication  Net Languages Round Automobile Talk  Digital Culture Of Automobile Online Discussion -Case studies For Marketing Ideation Category Overview Report for Automobile Industry 24
  • HOW CIC CAN HELP ON SOCIAL MARKETING IN CHINA Market evaluation: evaluate the IWOM performance of Automobile brands and other various brands (buzz volume and sentiment) Competitive intelligence: understand how key competitors’ performance and marketing activities in social media Consumer insight: find out netizens’ needs and feedback on various Automobile products PR management: understand netizens’ feedback on potential/ current crisis and enable the brand learn quickly with the help of CIC experience on crisis management Media buy: tell the brands where it could launch its social media advertisement Online campaign tracking and evaluation Category Overview Report for Automobile Industry 25
  • Contact us: Production: CIC Automobile Team Time Period: 2008 Jul-Dec CIC Contact: Ellen(Ellen.Liu@cicdata.com)
  • OUR BLOGS: Thank You www.seeisee.com (Chinese) www.seeisee.com/sam (English) OUR WEBSITE: www.cicdata.com www.iwommaster.com CONTACT US: info@cicdata.com This report is copyrighted material owned by CIC. Any improper use of this document or its content will be considered a violation of CIC IP copyright and CIC has the right to take legal action. 本研究报告归CIC公司版权所有。任何对本研究报告或报告中任何内容 的不当使用都将被视为对CIC知识产权的侵犯,CIC有权诉诸于法律。