IWOMWATCH<br />网论观察<br />2006-2010<br />IWOM WATCH COMPILATIONS<br />Topic1: New product promotion way through new media -...
ABOUT IWOM WATCH<br />什么是网络口碑网论观察:<br />CIC网络口碑网论观察,包括对互联网热点话题、社区文化、最新营销案例三部分内容观察,经由CIC分析师的深度解读,让您于第一时间掌握消费者洞察和数字营销资讯。<br ...
CONTENTS<br /><ul><li>New product promotion way through new media - Seckill & Group purchase
  P5     “Seckill" becomes popular among netizens
  P9     McDonald’s “Group Lunch” gathered over 150,000 fans
  P13   Groupon’s success unleashes a wave of Groupon clones in China
  P17   Group purchase: retailers reverse the trend</li></li></ul><li>目录<br /><ul><li> 新媒体产品促销手段 - 秒杀与团购
P6     今天,你“秒杀”了吗?
P10   网络组团新模式 —— 麦当劳午餐拼友团
  P14   Groupon成功引爆国内团购网风潮
P17   网络团购: 不再只是网民的自娱自乐</li></li></ul><li>5<br />新媒体产品促销手段 - 秒杀与团购<br />“Seckill" becomes popular among netizens<br />今天,你...
6<br />新媒体产品促销手段 - 秒杀与团购<br />“Seckill" becomes popular among netizens<br />今天,你“秒杀”了吗?<br />概要<br />秒杀这个概念最早出现在一款网络游戏当中,它...
7<br />新媒体产品促销手段 - 秒杀与团购<br />“Seckill" becomes popular among netizens<br />今天,你“秒杀”了吗?<br />IWOM quotes<br />秒杀技巧二:充分准备,临...
8<br />新媒体产品促销手段 - 秒杀与团购<br />“Seckill" becomes popular among netizens<br />今天,你“秒杀”了吗?<br />网络口碑摘录:<br />秒杀技巧二:充分准备,临阵不能掉...
新媒体产品促销手段 - 秒杀与团购<br />McDonald’s “Group Lunch” gathered over 150,000 fans  <br />网络组团新模式——麦当劳午餐拼友团<br />Link<br />McDonal...
10<br />新媒体产品促销手段 - 秒杀与团购<br />McDonald’s “Group Lunch” gathered over 150,000 fans  <br />网络组团新模式——麦当劳午餐拼友团<br />ay 21 st<...
11<br />新媒体产品促销手段 - 秒杀与团购<br />McDonald’s “Group Lunch” gathered over 150,000 fans  <br />网络组团新模式——麦当劳午餐拼友团<br />Cross-pos...
12<br />新媒体产品促销手段 - 秒杀与团购<br />McDonald’s “Group Lunch” gathered over 150,000 fans  <br />网络组团新模式——麦当劳午餐拼友团<br />ay 21 st<...
13<br />新媒体产品促销手段 - 秒杀与团购<br />Groupon’s success unleashes a wave of Groupon clones in China<br />Groupon成功引爆国内团购网风潮<br />...
14<br />新媒体产品促销手段 - 秒杀与团购<br />Groupon’s success unleashes a wave of Groupon clones in China<br />Groupon成功引爆国内团购网风潮<br />...
15<br />新媒体产品促销手段 - 秒杀与团购<br />Groupon’s success unleashes a wave of Groupon clones in China<br />Groupon成功引爆国内团购网风潮<br />...
16<br />新媒体产品促销手段 - 秒杀与团购<br />Groupon’s success unleashes a wave of Groupon clones in China<br />Groupon成功引爆国内团购网风潮<br />...
17<br />新媒体产品促销手段 - 秒杀与团购<br />Group purchase: retailers reverse the trend<br />网络团购: 不再只是网民的自娱自乐<br />Autohome launched g...
18<br />新媒体产品促销手段 - 秒杀与团购<br />Group purchase: retailers reverse the trend<br />网络团购: 不再只是网民的自娱自乐<br />+<br />Applicants: ...
19<br />新媒体产品促销手段 - 秒杀与团购<br />Group purchase: retailers reverse the trend<br />网络团购: 不再只是网民的自娱自乐<br />After the group pur...
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CIC网论观察2006-2010精选1:新媒体产品促销手段 - 秒杀与团购段 - 秒杀与团购

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CIC网论观察2006-2010精选1:新媒体产品促销手段 - 秒杀与团购段 - 秒杀与团购

  1. 1. IWOMWATCH<br />网论观察<br />2006-2010<br />IWOM WATCH COMPILATIONS<br />Topic1: New product promotion way through new media - Seckill & Group purchase<br />© 2010 CIC<br />
  2. 2. ABOUT IWOM WATCH<br />什么是网络口碑网论观察:<br />CIC网络口碑网论观察,包括对互联网热点话题、社区文化、最新营销案例三部分内容观察,经由CIC分析师的深度解读,让您于第一时间掌握消费者洞察和数字营销资讯。<br />作为专业的社会化媒体及网络口碑分析咨询公司, CIC热衷关注网络上的热点事件,并且自2006 年起每月发布网络口碑网论观察月报。不仅是对中国“营销2.0和公关2.0”信息的及时更新,能为品牌,代理制定网络口碑营销战略计划时提供参考。网络口碑网论观察也是CIC为多数客户提供的长期服务之一。<br />本册网络口碑网论观察合集,精选了自2006年至2010年间有关营销案例部分的7个类别共34篇文章,其中21篇经过整理提供了中英文版本并印刷成册(全部文章请参阅随书附赠的光盘),为您展示过去4年中网络口碑网论观察的精彩内容。<br />What is IWOM watch: <br />A monthly trend guide making sense of hottest buzz, unique online culture as well as dissecting case studies of online marketing campaigns seen in the past month.<br />As a professional social media & Internet Word of Mouth (IWOM) consultancy, we always pay close attention to the latest hot issues online and issue IWOM watch reports every month since 2006. It serves as a timely update of "Marketing 2.0 and PR 2.0" in China and can be used as a reference for IWOM strategy planning. It is part of CIC's retainer service package for many of our clients.<br />For this IWOM watch compilations, we collected 34 articles and combine into 7 categories, 21 articles in bilingual are printed out for this book (you can get all articles in CD contained in book), which offer various highlights of our IWOM watch content covering 4 years at a time.<br />本网络口碑网论观察中的多数图片与相关引用均来自互联网公开信息,凡带CIC字样的图片均为CIC公司所有。任何对本网络口碑网论观察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。<br />
  3. 3. CONTENTS<br /><ul><li>New product promotion way through new media - Seckill & Group purchase
  4. 4. P5 “Seckill" becomes popular among netizens
  5. 5. P9 McDonald’s “Group Lunch” gathered over 150,000 fans
  6. 6. P13 Groupon’s success unleashes a wave of Groupon clones in China
  7. 7. P17 Group purchase: retailers reverse the trend</li></li></ul><li>目录<br /><ul><li> 新媒体产品促销手段 - 秒杀与团购
  8. 8. P6 今天,你“秒杀”了吗?
  9. 9. P10 网络组团新模式 —— 麦当劳午餐拼友团
  10. 10. P14 Groupon成功引爆国内团购网风潮
  11. 11. P17 网络团购: 不再只是网民的自娱自乐</li></li></ul><li>5<br />新媒体产品促销手段 - 秒杀与团购<br />“Seckill" becomes popular among netizens<br />今天,你“秒杀”了吗?<br />Summary <br />Seckill (秒杀) is a concept with its origins from internet games. It means killing the virtual enemy before he has time to react. (Link)<br />This has become a new way for bidding online where hot products are quickly grabbed within a super quick period of time, sometimes in a few seconds. Seckill mania has manifested itself in commercial promotions in 2009. (e.g. McDonald, BMW X1 luxury car) (Link)<br />Remaining Time of the “seckill” <br />Preview of next “seckill”<br />IWOM quotes<br />秒杀秒的不是商品,是刺激。/ My sense of excitement is not from the products but from seckill. (link)<br />淘宝网”秒杀”活动中的商品优惠都很大./ All products sold through Taobao’sseckilll are with high discounts. (link)<br />Case Sharing<br />On Taobao.com, products are often sold with high discounts for short periods of time through Seckill-themed promotions. Netizens are even willing to participate in seckillfor unexciting products. However, winning in a seckill challenge amongst thousands of netizens is exciting, giving winners a sense of accomplishment. (Link)<br />| Source: January, 2010<br />
  12. 12. 6<br />新媒体产品促销手段 - 秒杀与团购<br />“Seckill" becomes popular among netizens<br />今天,你“秒杀”了吗?<br />概要<br />秒杀这个概念最早出现在一款网络游戏当中,它是指在敌人做出反应之前将他杀死。 (Link)<br />现在它已经成为了一种网络招标的新方式,热门产品在极端的时间里被抢购一空,有时甚至只有几秒时间。<br />秒杀热潮在2009年的商业促销中被体现的淋漓尽致。(例如麦当劳,宝马X1豪华车) (Link)<br />秒杀剩余时间<br />下场预告<br />网络口碑摘录:<br />秒杀秒的不是商品,是刺激。/ My sense of excitement is not from the products but from seckill. (link)<br />淘宝网”秒杀”活动中的商品优惠都很大./ All products sold through Taobao’sseckilll are with high discounts. (link)<br />案例分享:<br />在淘宝网的金牌秒杀活动中,一些折扣很大的产品仅仅在很短的时间予以出售,一些网民甚至愿意秒杀那些他们并不十分感兴趣的商品,因为,在千人秒杀的战斗中取得最终胜利是令人兴奋的。这就是秒杀带给成功者的一种成就感。 (Link)<br />| 来源:2010年1月刊<br />
  13. 13. 7<br />新媒体产品促销手段 - 秒杀与团购<br />“Seckill" becomes popular among netizens<br />今天,你“秒杀”了吗?<br />IWOM quotes<br />秒杀技巧二:充分准备,临阵不能掉链子<br />要记住,一个秒杀达人的时间观,绝非是以秒为最小计时单位的.一次鼠标滑轮的转动,一次眨眼,0.1秒,0.01秒的微妙差距,都可能与产品失之交臂.当然,如果秒杀不成功,也没关系,作为一个悠游于网络的人来说,保持一颗平常心很重要. (link)<br />Seckill skill Ⅱ: fully prepare, and not giving up <br />You should remember that a seckill participant’s time is calculated in seconds as the smallest time unit. A rotation of the mouse wheel, an eye blink, and a gap of 0.1 second, 0.01 second would make you lose the opportunity. Of course, if you failed to seckill the products, fret not - for netizens surfing on the Internet, it is important to maintain harmony. (link)<br />CIC View <br />“Seckill” is a simple adaptation of private sales which featured by substantial discount in price, a designated period of time and the authenticity of products guaranteed. The phenomenon of private sales exists in some specific sites like vipshop.com and ihush.com.<br />A “Seckill” campaign can attract netizens’ attention and enhance their engagement. It has become a type of life style, with experts even offering “seckill tips” (see here). As such, seckill is potentially a very powerful mechanism for promotional activities.<br />| Source: January, 2010<br />
  14. 14. 8<br />新媒体产品促销手段 - 秒杀与团购<br />“Seckill" becomes popular among netizens<br />今天,你“秒杀”了吗?<br />网络口碑摘录:<br />秒杀技巧二:充分准备,临阵不能掉链子<br />要记住,一个秒杀达人的时间观,绝非是以秒为最小计时单位的.一次鼠标滑轮的转动,一次眨眼,0.1秒,0.01秒的微妙差距,都可能与产品失之交臂.当然,如果秒杀不成功,也没关系,作为一个悠游于网络的人来说,保持一颗平常心很重要. (link)<br />Seckill skill Ⅱ: fully prepare, and not giving up <br />You should remember that a seckill participant’s time is calculated in seconds as the smallest time unit. A rotation of the mouse wheel, an eye blink, and a gap of 0.1 second, 0.01 second would make you lose the opportunity. Of course, if you failed to seckill the products, fret not - for netizens surfing on the Internet, it is important to maintain harmony. (link)<br />ay 21 st<br />May 21 st<br />May 21 st<br />May 21 st<br />CIC 观点<br />秒杀是以大折扣,指定时间和确保产品质量为特点的适用于个体销售的销售手段,这种现象在一些特定网站都有存在,如vipshop.com和ihush.com.<br />秒杀活动可以吸引网民的注意,并吸引他们参与其中。它已经逐渐转化为一种生活方式,一些专家甚至总结出了“秒杀技巧” (具体请参阅这里)。因此,秒杀可能成为一种非常强大的活动促销机制。<br />| 来源:2010年1月刊<br />
  15. 15. 新媒体产品促销手段 - 秒杀与团购<br />McDonald’s “Group Lunch” gathered over 150,000 fans <br />网络组团新模式——麦当劳午餐拼友团<br />Link<br />McDonald’s “group lunch” ID on Kaixin001<br />An online form to start a “group lunch”<br />Summary<br />McDonald’s launched a branding campaign of “group lunch” with Kaixin001.com, one of the most popular SNS sites in China (Link). This is only launched on its own site and Kaixin001.com. It encourages netizens to choose the exact branch store and exact time online, and to call other netizens/friends together to lunch as scheduled. If there were more than 3 people, each of them could get a free offer, like ice-cream. <br />Apart from starting a “group lunch” online, netizens also can see the new updates of “group lunch” from other netizens and the King of “group lunch” organizer at McDonald's page on Kaixin001.com.<br />9<br />| Source: January, 2010<br />
  16. 16. 10<br />新媒体产品促销手段 - 秒杀与团购<br />McDonald’s “Group Lunch” gathered over 150,000 fans <br />网络组团新模式——麦当劳午餐拼友团<br />ay 21 st<br />May 21 st<br />May 21 st<br />Link<br />午餐拼友团的申请表<br />开心网麦当劳午餐拼友团的ID<br />May 21 st<br />概要<br />麦当劳在中国最出名的SNS社区之一,开心网发起了一项名为“午餐拼友团”的品牌活动。这项仅仅在其官网和开心网上发布的活动主要目的是为了鼓励网友邀请一些自己的好友在约好的时间准时到达麦当劳门店享受美味午餐。每一个参加拼团的网友都将获得一份额外的美味,例如冰激凌。<br />除了午餐拼友团的在线活动,网友可以在开心网其他用户以及麦当劳拼友团最佳组织者的页面上看到更新动态。<br />| 来源:2010年1月刊<br />
  17. 17. 11<br />新媒体产品促销手段 - 秒杀与团购<br />McDonald’s “Group Lunch” gathered over 150,000 fans <br />网络组团新模式——麦当劳午餐拼友团<br />Cross-posting <br />McDonald’s Group lunch Fans <br />One netizen initiated a “group lunch”<br />Link<br />CIC View<br />This campaign has already gathered over 150,000 fans on Kaixin001.com This new kind of group purchase is favored by the netizens for its cheap price. It also enhances McDonald’s brand awareness. <br />McDonald’s also reposted some very interesting posts at Kaixin001.com to engage its target consumers, rather than merely using advertisements. This dialogue is more friendly and intimate, and the relationship becomes goes beyond that of just merchant and consumers. This is a powerful way of improving brand affinity. <br />| Source: January, 2010<br />
  18. 18. 12<br />新媒体产品促销手段 - 秒杀与团购<br />McDonald’s “Group Lunch” gathered over 150,000 fans <br />网络组团新模式——麦当劳午餐拼友团<br />ay 21 st<br />May 21 st<br />May 21 st<br />转帖<br />麦当劳拼友团粉丝<br />网友发起了“午餐拼友”活动<br />Link<br />May 21 st<br />CIC 观点<br />开心网上的麦当劳午餐拼友团已经有超过150,000名网友参加,一些节省的网友非常喜爱这种新型的团购模式。这项活动无疑增加了麦当劳的品牌认知度。<br />麦当劳为了吸引目标消费者,也在开心网上发布了一些非常有意思的帖子,而非单纯的张贴广告。这样显得非常的友善和亲密,也超越了商家与消费者的关系。这无疑是提升品牌亲和力的有效方法。<br />| 来源:2010年1月刊<br />
  19. 19. 13<br />新媒体产品促销手段 - 秒杀与团购<br />Groupon’s success unleashes a wave of Groupon clones in China<br />Groupon成功引爆国内团购网风潮<br />IWOM quotes<br />现在每天关注这些团购网站,碰上划算的就赚了。甚么时候能团购价买个房子啊/ I I check out “Tuan Gou” websites everyday. The deals are cost-efficient. I hope one day they’ll have a real estate “Tuan Gou” website (Link)<br />那天想买法国红酒,因事耽搁后,很快就售完,没买到,还觉得挺遗憾的。/I wanted to buy French wine one day but I was too late, it was all sold out.! (Link)<br />Summary<br />Inspired by the enormous success Groupon has known in the US, China’s Internet follows suit and spawns a multitude of sites (meituan.com, lashou.com, etc.) in an attempt to satisfy the need for group purchase benefits in China. The goal of such a website is simple – to provide daily deals at unbeatable discounts. The key is that a minimum number of consumers have to sign up for the coupon, in order for the deal to activate. Once activated, “Tuan Gou” sends a valid coupon to the purchasing consumers.<br />“Tuan Gou” is not only good for consumers, but offers businesses special benefits, as well. Businesses can engage in experimental Marketing while providing discounts.<br />| Source: May, 2010<br />
  20. 20. 14<br />新媒体产品促销手段 - 秒杀与团购<br />Groupon’s success unleashes a wave of Groupon clones in China<br />Groupon成功引爆国内团购网风潮<br />网络口碑摘录:<br />现在每天关注这些团购网站,碰上划算的就赚了。甚么时候能团购价买个房子啊/ I I check out “Tuan Gou” websites everyday. The deals are cost-efficient. I hope one day they’ll have a real estate “Tuan Gou” website (Link)<br />那天想买法国红酒,因事耽搁后,很快就售完,没买到,还觉得挺遗憾的。/I wanted to buy French wine one day but I was too late, it was all sold out.! (Link)<br />ay 21 st<br />May 21 st<br />May 21 st<br />May 21 st<br />概要<br />受美国知名团购网站Groupon巨大成功的启发,中国也涌现出一大批与之相仿的网站(例如美团网、拉手网等等)以满足中国网民的团购需要。这些网站的目标非常简单,就是每天提供一笔折扣较大的商品或服务。激活优惠交易的关键是,消费者必须达到所要求的最低消费人数。一旦达到人数交易激活,团购网站就会给每一位购买优惠产品或服务的消费者发送一张正式的优惠券。<br />团购网站不仅满足了消费者,而且也给一些商家提供了更多的利益,同时,商家也可以在优惠的同时进行试验性的营销。<br />| 来源:2010年5月刊<br />
  21. 21. 15<br />新媒体产品促销手段 - 秒杀与团购<br />Groupon’s success unleashes a wave of Groupon clones in China<br />Groupon成功引爆国内团购网风潮<br />v<br />When I bought mine there were only 200 people. In just one night, the numbers hit 2000! Awesome~~!<br />“Meituan is a combination of e-commerce and social media. We think just as media” (Link) <br />Rewards for referrals<br />Irresistible Discount!<br />Sharing via SNS/IM/Email etc.<br />CIC View<br />Group purchases regained popularity mainly due to the connection with social media. Consumers can broadcast their deals on SNSs to inform their friends. For example, with just one click Meituan.com consumers can share and post info directly to Kaixin001 & Douban.<br />It is important to note that the existence of the group purchase phenomenon in China predates US’s Groupon. While for reasons of better and more focused marketing Groupon is working to organize consumers into different interest groups, Chinese netizens have been self-organizing for quite some time. As outlined by the founder of CIC, “The community’s already there. So all it takes is for someone to virtually raise their hand and say, “Hey let’s organize.” This is an aspect that brands can fully leverage to their own advantage.<br />| Source: May, 2010<br />
  22. 22. 16<br />新媒体产品促销手段 - 秒杀与团购<br />Groupon’s success unleashes a wave of Groupon clones in China<br />Groupon成功引爆国内团购网风潮<br />我买的时候才200多人,晚上都2000多人了,无敌<br />ay 21 st<br />美团是社区跟电子商务的结合,也是同媒体的结合(Link) <br />May 21 st<br />邀请好友获得奖励<br />超大折扣<br />May 21 st<br />通过SNS/IM/Email等方式进行分享<br />May 21 st<br />CIC观点<br />团购重新受到大众欢迎的原因主要是由于它与社会化媒体的紧密相连。消费者可以通过各大SNS网站共享他们的购买信息。例如,只需要在美团网上点击链接,消费者就可以将产品信息在开心网和豆瓣网中共享和发布。<br />重要的是我们发现,中国的团购现象比美国Groupon还要早。与Groupon为了更好、更专注于营销,将消费者按兴趣分类不同,中国网民早已自己组织过一段时间。正如CIC创始人描述的那样,这样的社区早已存在,所需要的就是有人抬起手臂高呼:“来,一起团购!”品牌可以充分利用这个方面来形成自己的优势。<br />| 来源:2010年5月刊<br />
  23. 23. 17<br />新媒体产品促销手段 - 秒杀与团购<br />Group purchase: retailers reverse the trend<br />网络团购: 不再只是网民的自娱自乐<br />Autohome launched group purchase platform<br />In this platform, netizens could…<br />ay 21 st<br />I want one, too.<br />Higher power would be better.<br />Could you launch a car MP3 group purchase?Link<br />May 21 st<br />+<br />May 21 st<br />Link<br />May 21 st<br />Get detailed product information <br />Give multiple feedback<br />Summary<br />A special forum for auto retailers has been set up in Autohome, one of the most popular sites for Chinese car enthusiasts, to facilitate group purchase activities. Netizens use this forum to buy all kinds of car related products from power inverters to car navigation systems. <br />Merchants can make use of this platform to organize group purchase activities by initiating a thread, and then potential buyers can directly respond to the offers in a timely manner. Potential buyers simply have to click count me in to apply to be part of the group purchase. Furthermore, in the same thread, they can leave their comments at any time, so that other netizens can reconsider the order and the initiator can understand consumer concerns and make improvements in the future.<br />| Source: September, 2008<br />
  24. 24. 18<br />新媒体产品促销手段 - 秒杀与团购<br />Group purchase: retailers reverse the trend<br />网络团购: 不再只是网民的自娱自乐<br />+<br />Applicants: 857 Replies: 350 PV: 19,243<br />ay 21 st<br />Link<br />Company<br />BBS<br />KDS & Gome joined hands<br />IWOM quotes:<br />已经报名了,希望KDS以后能多点团购。(link)I have registered. Wish KDS could organize more group purchase in the future. <br />PCHOME效率很高啊。刚刚接到电话确认了!<br />How high the efficiency of PChome is! I received the confirm call just now! <br />还是感谢宽带山的各位,你们确实付出了。(link) Thanks KDS for the hard work.<br />May 21 st<br />May 21 st<br />Summary<br />In September, Gome, the biggest home appliance retailer in China, decided to collaborate with KDS, one of the most popular BBS groups, to launch a group purchase opportunity for KDS users only. In just 10 days, the announcement post received over 800 applications, far beyond the 250 application requirement. <br />Furthermore, even after the group purchase, netizens continued to discuss the event and praise the organizers for offering the group purchase. Given the overwhelmingly positive response, KDS is expected to host more collaborative group purchase events by netizens in the future.<br />| Source: September, 2008<br />
  25. 25. 19<br />新媒体产品促销手段 - 秒杀与团购<br />Group purchase: retailers reverse the trend<br />网络团购: 不再只是网民的自娱自乐<br />After the group purchase, netizens…<br />Which make impact on brands/companies…<br />ay 21 st<br />IWOM quotes:<br />N96赞 !(link)Nokia N96 was good. <br />May 21 st<br />Link<br />IWOM quotes:<br />我家里人老兴奋的。。。穷说合算了。。。(link)My family members were very happy, and kept saying it was very cheap. <br />收银一塌糊涂……速度爆满 (link)The cashier was terrible, so slow! <br />1. “shai” their purchase<br />May 21 st<br />Link<br />May 21 st<br />2. leave comments on the activity<br />CIC View<br />Until recently, online group purchase activities were only initiated by individual consumers, looking to get products at a cheaper price. However, given the demand and popularity of group purchase, BBS community owners and companies alike are looking to leverage the popularity of this trend by organizing group purchase activities themselves.<br />Popular BBS communities already have a dedicated fan base. By launching organized group purchase deals within BBS communities, brands have the opportunity to tap into this loyal user base to not only gain access to potential customers, but increase awareness in the process. Furthermore, netizens provide feedback on the products and online event post-purchase. This can be an effective supplementary sales strategy to attract new customers and engage consumers online.0<br />| Source: September, 2008<br />
  26. 26. APPENDIX<br />2006 – 2010Topics of IWOM watch<br />Sep(1st)- Eat McDonalds hamburger and get Taobao coupon<br />Sep(2nd)- From “ShaiKe” to “ShaiHei”<br />Oct(1st)- Will real name system strengthen social network sites?<br />Oct(2nd)- IBM plans to remove the blocks between different virtual worlds<br />Nov(1st)- Netizens love joining in controversial brand related conversation<br />Nov(2nd)- IWOM made OMO change its TVC?<br />Dec (1st)- Ku6 triggered netizens’ buzz through “Paike/拍客” concept<br />Dec (2nd) - Motorola Q8 cooperates with Tuzki<br />2007 2nd half year review (Jul - Dec)<br />Year 2006<br />Jul (1st) - AMD chooses world’s hottest blogger Xu Jinglei as spokesperson <br />Jul (2nd) - Welcome to the crisis 2.0 era <br />Aug (1st)- Lycra My Hero – new business on eBay <br />Aug (2nd)- Only great brands have online fan base? The Chery Army sounds-off online<br />Sep(1st)- “Gate” incidents frequently appears online in 2006 <br />Sep(2nd)- Most wanted – hunt Accord Girl through video <br />Oct(1st)- What kind of corporate blog fits your company? <br />Oct(2nd)- KFC’s Cyberspace Woes Continue<br />Nov(1st)- Want to engage / cooperate with e-fluencers? Let them stay independent for credibility<br />Nov(2nd)- Electronics retailer BestBuy sponsors gadget shopping blog – e-fluencers’ voice matters <br />Dec(1st)- Shanghai VW extends POLO experience into virtual gaming world<br />2006 2nd half year review (Jul - Dec)<br />Nov(1st)- SNS encourages netizens to write reviews and express opinions<br />Nov(2nd)- The Shan Zhai Spring Festival Gala highly anticipated by netizens<br />2008 2nd half year review (Jul - Dec)<br />Year 2009<br />Jan - Spring Festival online markets explode in popularity<br />Feb - Valentine logos on search engines creates buzz online<br />Mar - Education 2.0: New Oriental Promotes Q&A services<br />Apr - April Fools’ Day - A festival for netizens<br />May - Lohas juice successfully promotes its brand on the game ‘Kaixin Garden’<br />Jun – Social Media Getting Closer to Real Life<br />2009 1st half year review (Jan - Jun)<br />Jul – When We Live Together Online<br />Aug – The Birth of New Entertainment Ways<br />Sep – We are the Chinese Youth Generation!<br />Oct – The Ever Evolving Internet<br />Nov – Internet amplifies the impact of offline events<br />Dec - “Have you been ‘low-carbon’ today?”<br />2009 2nf half year review (Jul - Dec)<br />Year 2008<br />Jan (1st) - ZhuiKe (追客) – Let’s Chase<br />Jan (2nd) - “Forum Crushing” – a way for netizens to express their dissatisfaction<br />Mar (1st)- Edison Chen Photo Gate incident is not just about celebrities<br />Mar (2nd)- Virtual Gifts: Campaigns and SNS integrate popular Internet trend<br />Apr (1st)- DaRen Activity: A simple but effective marketing approach<br />Apr (2nd)- “囧 (Jiong)”, one of the oldest Chinese characters, now leads a new<br /> wave of net culture<br />May Special Edition - Internet and IWOM shape the Sichuan earthquake aftermath<br />Jun (1st)- Sina hires sports commentator favored by netizens<br />20081st half year review (Jan - Jun)<br />Jul (1st) - Netizens criticize the misuse of net language in brands advertisements<br />Jul (2nd) - In response to plastic bag ban, Chinese netizens go green on BBS communities<br />Aug (1st)- The IWOM winner in 2008 Beijing Olympics, Adidas or Li Ning?<br />Sep(1st)- First 90’s kids start college - “We are 90s, we are unique!”<br />Sep(2nd)- SNS applications target engaged consumers<br />Oct(1st)- The Forbidden City virtual game<br />Oct(2nd)- Microsoft releases “Black Screen” in China<br />Year 2007<br />Jan (1st) - Converge the new and the old – online Video Sharing Service<br />Jan (2nd) - First Crisis2.0 case in 2007: Starbucks in Forbidden City<br />Feb (1st)- Popular local site dominated by young fashionable generation<br />Feb (2nd)- Netizens created their own Spring Festival Gala<br />Mar (1st)- The growing status of multi-media sharing services in 2.0 crisis<br />Mar (2nd)- Dell launches Direct2Dell Chinese<br />Apr (1st)- Rewards are not always embraced by netizens<br />Apr (2nd)- Fast-food giants enjoy online interaction<br />May (1st)- Buick Excelle HRV drives The Truman Show<br />May(2nd)- Time for Q&A DIY<br />Jun (1st)- Meizu platforms - a case about branded destination for fans<br />2007 1st half year review (Jan - Jun)<br />Jul (1st) - MSN and MySpace have entered a partnership<br />Jul (2nd) - Crisis spreading through expanding IWOM landscape<br />Aug (1st)- “Forum Crushing Groups” – a rising destructive power? <br />Aug (2nd)- KFC nutrition page on Baidu Zhidao<br />Year 2010<br />Jan - Faster, Faster and Faster<br />Feb - Ahead of crisis<br />Mar – The power of netizens<br />Apr – The Internet can be infinitely creative<br />May – Making sense of “Tuan Gou”<br />Jun – Break out of “69 Jihad”<br />Jul – Have you VANCLIZED<br />
  27. 27. 附录<br />2006 – 2010 所有网络口碑网论观察月刊主题<br />9月(上) - 首批90后大学生宣言:我们就是不一样!<br />9月(下) - 今天你SNS了吗? - 火热SNS在中国<br />10月(上) - 虚拟紫禁城上线<br />10月(下) - 微软黑屏行动在中国<br />11月(上) - 社交网站能否有潜力成为有影响力和<br />公信力的点评站点?<br />11月(下) - 网民热捧山寨版春晚<br />2008下半年刊 (7月 - 12月)<br />2010年<br />1月 – “快”就一个字<br />2月 – 互联网危机预警<br />3月 – 网民的力量<br />4月 – 互联网创意无限<br />5月 - “团购”正流行<br />6月 - “69圣战” 一触即发<br />7月 – 今天你凡客了吗<br />2006年<br />7月(上) - 全球最热博客主人徐静蕾成为AMD代言人 <br />7月(下) - 欢迎进入危机2.0时代 <br />8月(上)- 莱卡好男儿易趣开店<br />8月(下)- 谁说一线品牌才有粉丝军团?奇瑞 “新奇军” 军号嘹亮 <br />9月(上)- “门”事件频繁现身网络<br />9月(下)- 最高通缉 – 视频追击雅阁女<br />10月(上)- 什么样的企业博客适合你的公司?<br />10月(下)- 肯德基产品广告网络质疑绵延不断<br />11月(上)- 品牌与网络意见领袖的合作基础 – 意见独立性<br />11月(下)- 电子消费品零售巨头赞助网络社区意见领袖博客<br />12月(上)- 上海大众将品牌体验延伸至虚拟游戏世界<br />2006下半年刊 (7月 - 12月)<br />7月(上) - MySpace中国取代奇虎成为MSN社区频道合作伙伴<br />7月(下) - 危机可能通过任何渠道来传播<br />8月(上) - 专业爆吧组织-逐渐得势的破坏力量?<br />8月(下) - 百度知道里的肯德基均衡饮食<br />9月(上) - 吃麦当劳汉堡得淘宝抵用券<br />9月(下) - 从”晒客“到”晒黑“族<br />10月(上) - 网络实名制能否强化社交网站根基?<br />10月(下) - IBM计划扫除虚拟世界间的障碍<br />11月(上) - 网民衷于参与富有争议性的品牌相关讨论<br />11月(下) - 网络口碑让奥妙修改其电视广告<br />12月(上) - Ku6通过”拍客” 概念激发网民讨论<br />12月(下) - 摩托罗拉牵手兔斯基网络营销Q8 <br />2007下半年刊 (7月 - 12月)<br />2009年<br />1月 - 火爆!今年年货网上买<br />2月 - 各大搜索引擎情人节图案浪漫绽放<br />3月 - 新东方打造教育2.0<br />4月 - 网民狂欢在愚人节<br />5月 - “悦活”果汁,不仅仅在开心花园受到关注<br />6月 - 社会化媒体网越来越贴近我们的生活<br />2009上半年刊 (1月 - 6月)<br />7月 – 我们都在互联网“生活”<br />8月 - 在线娱乐新方式<br />9月 – 我们是中国年轻一代!<br />10月 – 永不停歇的互联网进化史<br />11月 – 互联网对线下活动的影响日渐扩大<br />12月 – 今天你“低碳”了吗?<br />2009下半年刊 (7月 - 12月)<br />2007年<br />1月(上) - 聚合新旧媒体-快速发展的网络视频分享服务<br />1月(下) - 2007年首例Crisis2.0: 故宫星巴克<br />2月(上) -年轻一代引领地方时尚网站<br />2月(下) - 首届播客春晚:我的春晚我做主 <br />3月(上) - 多媒体分享平台日益显露危机制造者本色?<br />3月(下) - 戴尔直通车: 戴尔发布中文版公司博客<br />4月(上) - 网民对奖品并不总是趋之若骛<br />4月(下) - 快餐业巨头拥抱网络互动<br />5月(上) - 别克凯越HRV再掀真人秀热潮<br />5月(下) - 问答DIY-网民的问题网民答<br />6月(上) - 魅族平台 - 品牌化的粉丝社区<br />2007上半年刊 (1月 - 6月)<br />2008年<br />1月(上) - 追客 - 我追, 我追, 我追追追!<br />1月(下) - “爆吧“成为更多网民宣泄愤怒的手段<br />3月(上) - 陈冠希艳照事件同时引发时尚话题<br />3月(下) - 日渐流行的虚拟礼物<br />4月(上) - 达人活动: 一种简单却有效的营销方式<br />4月(下) - 最热古汉字“囧”引领新潮网络文化<br />5月 - 特别版 - 互联网及网络口碑全面直击四川地震<br />6月(上) - 黄氏激情解说,尽在新浪欧洲杯在线直播<br />2008上半年刊 (1月 - 6月)<br />7月(上) - 网民对于品牌活动滥用网络语言表示反感<br />7月(下) - 宽带山为其网站主办环保袋的设计、评选和销售活动<br />8月 - 北京奥运真正赢家:阿迪达斯还是李宁?<br />
  28. 28. 更多了解CIC<br />Know more about IWOM Round table:<br />IWOM Roundtable (including IWOM Panel, IWOM Summit, IWOM Classroom, IWOM Gathering) is one of CIC's communication platforms aimed at IWOM related industries and clients. Initiated by CIC, IWOM Roundtable aims to share updated IWOM information, discuss questions and achievements of IWOM development and gradually promote and improve the IWOM industry.<br />Know more about IWOM White paper<br />As a thought leader in IWOM, CIC launched its first white paper in 2006. We have been launching regular white papers ever since. To get more details about these, please view here.<br />If you would like to find updated IWOM intelligence (CIC White paper, IWOM watch and eNewsletter, IWOM mark, Industry watch…) in one place, then apply for your IWOMmaster ID now.<br />CIC 2010 Syndicated reports<br />CIC proudly announces the launch of a new generation of syndicated reports covering high profile industries and topics (Including SNS, SKINCARE, HAIR CARE and NOTEBOOK). View our dedicated mini site for more detail.<br />了解IWOM圆桌会议:<br />IWOM圆桌会议(包括网络口碑座谈会,网络口碑峰会,网络口碑校园行,网络口碑聚会)是由CIC发起并组织的网络口碑相关行业和客户互动交流的平台,该平台旨在共享网络口碑(IWOM)最新信息、讨论网络口碑(IWOM)发展过程中的遇到的问题与研究的成果,帮助推动网络口碑(IWOM)行业的日臻成熟与完善。<br />了解IWOM白皮书:<br />在CIC,我们思考关于网络口碑的一切。CIC知识管理中心都会不断整理在中国网络口碑研究领域宝贵的经验,基于市场调研、信息技术、社会学、统计学等领域多样化的研究方法,同时引进先进思想和革命性概念,定期发布高质量的CIC网络口碑白皮书系列,不断向客户以及网络口碑研究与咨询行业分享CIC的网络口碑信息精髓以及开拓性的理念体系,推动在网络口碑领域的发展。<br />申请IWOMmaster ID即可第一时间获得最新的网络口碑资讯一站式服务 (包括CIC白皮书,网络口碑趋势观察,IWOM mark, 行业观察…)<br />CIC 2010年行业报告:<br />CIC发布了2010年新版行业报告,内容涉及目前广受瞩目的行业和话题,包括SNS, 护肤, 护发及IT笔记本),欲了解详情可访问我们的专题页面。<br />
  29. 29. ABOUTCIC<br />As China's first and leading provider of Internet intelligence and insights based on IWOM (Internet Word of Mouth), CIC provides customized research consulting services, syndicated reports, as well as technical solutions and platforms to help companies meet their business and marketing needs. Since coining the term IWOM in 2004, CIC has pioneered the industry by supporting strategic planning and innovations across the entire spectrum of communications including brand reputation, business intelligence, product development, advertising, media, campaign planning and execution all via an objective, third party perspective.<br />Utilizing its patent pending text mining technology and analytic tools, CIC makes sense of over 46 million naturally occurring consumer comments every month. CIC gathers these messages from a range of uniquely Chinese social media platforms including blogs, BBS and social network sites and applies its unique, China-derived methodology and indexes to provide a detailed and comprehensive picture of online discussions and their implications. CIC has analyzed and archived well over 1.5 billion mentions of brands and products from well over 1 billion consumer comments.<br />CIC has built and maintained strong, long term retainer relationships with multinational agencies and Fortune 500 companies, including Nike, Pepsi, Intel, L'Oreal Group, BMW, P&G, Unilever and many more.<br />Website: www.ciccorporate.com <br />www.linkedin.com/companies/359113<br />t.sina.com.cn/seeisee<br />Blog: www.seeisee.com<br />Founder blog: www.seeisee.com/sam<br />www.douban.com/host/cic<br />@cicdata<br />Service platform: www.iwommaster.com<br />IWOMdiscover: discover.iwommaster.com<br />www.slideshare.net/CIC_China<br />CIC_CN<br />IWOMexplorer: explorer.iwommaster.com<br />www.tudou.com/home/iwomchina<br />
  30. 30. 关于 CIC<br />CIC是中国领先的专业从事互联网、社会化媒体以及网络口碑(IWOM)研究的咨询公司,为客户提供定制化研究咨询服务、标准化行业报告、技术解决方案以及在线数据分析平台等产品和服务。作为网络口碑行业的领导者,CIC自2004年起率先投身于网络口碑领域中,定义并诠释了“IWOM-网络口碑” 这一概念,帮助客户认知社会化媒体及互联网文化的发展,以更好地将其运用于品牌公关、行业竞争分析、消费者研究与产品开发、营销沟通、媒体策划及执行、营销效果评估等领域的商业需求和战略创新,为客户和行业提供客观的第三方视野。<br />通过自主研发的专利文本挖掘技术和分析工具,CIC每月收集四千六百万条消费者自发讨论,分析研究消费者对品牌、产品以及服务的评价,并帮助客户从中挖掘出价值。五年来,CIC分析存储的各类品牌和产品相关的网络口碑数据总量已超过15亿,覆盖门户及垂直网站的论坛、博客和SNS网站等各类中国网络社区。同时,CIC特别针对与中国网络社区和中文语义特点研发的专属网络口碑研究体系和数据指标,定期为行业分析师和营销人员提供详细全面的中国网络口碑洞察。<br />CIC的长期客户和合作伙伴包括多家财富500强跨国公司,如耐克、百事、英特尔、欧莱雅集团、宝马、宝洁、联合利华等,并且和多家顶级代理公司建立了长期战略合作关系。<br />公司网站: www.ciccorporate.com <br />www.linkedin.com/companies/359113<br />t.sina.com.cn/seeisee<br />公司博客: www.seeisee.com<br />@cicdata<br />创始人博客: www.seeisee.com/sam<br />www.douban.com/host/cic<br />IWOMmaster平台: www.iwommaster.com<br />www.slideshare.net/CIC_China<br />CIC_CN<br />IWOMdiscover平台: discover.iwommaster.com<br />IWOMexplorer平台: explorer.iwommaster.com<br />www.tudou.com/home/iwomchina<br />

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