IWOMWATCH<br />网论观察<br />2006-2010<br />IWOM WATCH COMPILATIONS<br />Topic6: The inspiration from “Shai”, “Show” culture f...
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 ...
目录<br /><ul><li> “晒”“秀”网络文化对品牌营销的启示
P6   “晒”文化对于品牌的直接影响
P10   我买我秀DV大赛
P12   视频点评新纪元来临
P15   消费者能带给你意想不到的惊喜
P16   特秀网 -- ”秀” 网络文化背后的商业价值</li></li></ul><li>CONTENTS<br /><ul><li>The inspiration from “Shai”,“Show” culture for brand ...
 P5     “Shai” culture influences “employer brand”
 P9     Buy it and show it - DV contest on Tudou
 P11   New Trend: Here it comes the video review era
  P15   What your consumers can give you could be stunning
  P16   Tshow— showing the commercial value behind “shai” or  “show-off” net culture</li></li></ul><li>5<br />“晒” “秀”网络文化对...
6<br />“晒” “秀”网络文化对品牌营销的启示<br />“Shai” culture influences “employer brand”<br />“晒”文化对于品牌的直接影响<br />从网民们晒的图片我们就可以知道他们在中秋节从...
7<br />“晒” “秀”网络文化对品牌营销的启示<br />“Shai” culture influences “employer brand”<br />“晒”文化对于品牌的直接影响<br />Netizen B<br />ay 21 s...
8<br />“晒” “秀”网络文化对品牌营销的启示<br />“Shai” culture influences “employer brand”<br />“晒”文化对于品牌的直接影响<br />网民B<br />ay 21 st<br /...
9<br />“晒” “秀”网络文化对品牌营销的启示<br />Buy it and show it - DV contest on Tudou<br />我买我秀DV大赛<br />ay 21 st<br />PV:61,007<br />R...
10<br />“晒” “秀”网络文化对品牌营销的启示<br />Buy it and show it - DV contest on Tudou<br />我买我秀DV大赛<br />ay 21 st<br />浏览量:61,007<br /...
11<br />“晒” “秀”网络文化对品牌营销的启示<br />New Trend: Here it comes the video review era<br />视频点评新纪元来临<br />comments<br />Replies: ...
12<br />“晒” “秀”网络文化对品牌营销的启示<br />New Trend: Here it comes the video review era<br />视频点评新纪元来临<br />网友评论<br />回复数量: 115<br ...
13<br />“晒” “秀”网络文化对品牌营销的启示<br />New Trend: Here it comes the video review era<br />视频点评新纪元来临<br />ay 21 st<br />May 21 st...
14<br />“晒” “秀”网络文化对品牌营销的启示<br />New Trend: Here it comes the video review era<br />视频点评新纪元来临<br />ay 21 st<br />May 21 st...
15<br />“晒” “秀”网络文化对品牌营销的启示<br />What your consumers can give you could be stunning<br />消费者能带给你意想不到的惊喜<br />ay 21 st<br /...
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CIC网论观察2006-2010精选5:晒 秀 网络文化对品牌营销的启示

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CIC网论观察2006-2010精选5:晒 秀 网络文化对品牌营销的启示

  1. 1. IWOMWATCH<br />网论观察<br />2006-2010<br />IWOM WATCH COMPILATIONS<br />Topic6: The inspiration from “Shai”, “Show” culture for brand marketing<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. 目录<br /><ul><li> “晒”“秀”网络文化对品牌营销的启示
  4. 4. P6 “晒”文化对于品牌的直接影响
  5. 5. P10 我买我秀DV大赛
  6. 6. P12 视频点评新纪元来临
  7. 7. P15 消费者能带给你意想不到的惊喜
  8. 8. P16 特秀网 -- ”秀” 网络文化背后的商业价值</li></li></ul><li>CONTENTS<br /><ul><li>The inspiration from “Shai”,“Show” culture for brand marketing
  9. 9. P5 “Shai” culture influences “employer brand”
  10. 10. P9 Buy it and show it - DV contest on Tudou
  11. 11. P11 New Trend: Here it comes the video review era
  12. 12. P15 What your consumers can give you could be stunning
  13. 13. P16 Tshow— showing the commercial value behind “shai” or “show-off” net culture</li></li></ul><li>5<br />“晒” “秀”网络文化对品牌营销的启示<br />“Shai” culture influences “employer brand”<br />“晒”文化对于品牌的直接影响<br />What netizens get from companies in Mid-autumn Festival according to their “shai”ings?<br />IWOM quotes:<br />我们是单位组织到果园自己摘了一袋葡萄一袋梨,质量实在不敢恭维,价值30元左右。我们就是号称最赚钱的中国石油 (link) / Our company organized us to pick up grape and pear in the orchard, which totally cost 30 RMB. I worked at China Petroleum & Chemical Corp, which was so called the richest company. <br />我们发了三鹿奶粉5筒 (link) / We got 5 pails of SANLU Milk Powder.<br />ay 21 st<br />Food<br />Cash<br />May 21 st<br />May 21 st<br />Summary<br />After Chinese Mid-autumn Festival, many netizens discussed the gifts they received from their companies for the holiday and “shai”-ed or showed them off online. Food, including moon cakes, and cash was two common gifts. <br />The discussion and comparison of gifts lead to discussion of the quality of different jobs and companies. Netizens who received nothing or very little for the holiday began to complain about their companies, and admired those users that received impressive gifts. <br />| Source: September, 2008<br />
  14. 14. 6<br />“晒” “秀”网络文化对品牌营销的启示<br />“Shai” culture influences “employer brand”<br />“晒”文化对于品牌的直接影响<br />从网民们晒的图片我们就可以知道他们在中秋节从公司得到了什么福利。<br />网络口碑摘录:<br />我们是单位组织到果园自己摘了一袋葡萄一袋梨,质量实在不敢恭维,价值30元左右。我们就是号称最赚钱的中国石油 (link) / Our company organized us to pick up grape and pear in the orchard, which totally cost 30 RMB. I worked at China Petroleum & Chemical Corp, which was so called the richest company. <br />我们发了三鹿奶粉5筒 (link) / We got 5 pails of SANLU Milk Powder.<br />ay 21 st<br />食品<br />现金<br />May 21 st<br />May 21 st<br />概要<br />中秋节后,许多网民开始在网上讨论并晒他们从公司收到的福利,其中包括食物(月饼)和消费卡这两种通用礼品。<br />这种关于节日礼品的讨论和比较引发了网民关于工作以及公司的讨论。那些没有拿到或拿到很少礼品的网民开始抱怨他们的公司。并羡慕那些获得丰厚节日礼品的网民。<br />| 来源:2008年9月刊<br />
  15. 15. 7<br />“晒” “秀”网络文化对品牌营销的启示<br />“Shai” culture influences “employer brand”<br />“晒”文化对于品牌的直接影响<br />Netizen B<br />ay 21 st<br />Netizen C<br />Netizen A<br />Brand / Company<br />May 21 st<br />“Shai” Culture & IWOM<br />Netizen D<br />Talent Recruitment<br />May 21 st<br />Attractiveness<br />May 21 st<br />CIC View<br />Chinese netizens like to “shai” not only product they buy but gifts they receive. As gift giving is a traditional practice on Mid-Autumn Festival, employees come to expect a gift from his/her employer. The Internet provides a platform for netizens to show off, compare and discuss gifts with one another. Those who receive small gifts or no gifts at all with transfer that information to other netizens. This in turn can negatively impact a company’s “employer brand” as future hires may be exposed to these messages. <br />When building a strong “employer brand” its important to be aware of these key channels for online discussion as they could impact a brand image among a target group of future hires.<br />| Source: September, 2008<br />
  16. 16. 8<br />“晒” “秀”网络文化对品牌营销的启示<br />“Shai” culture influences “employer brand”<br />“晒”文化对于品牌的直接影响<br />网民B<br />ay 21 st<br />网民C<br />网民A<br />品牌 /公司<br />May 21 st<br />晒文化&网络口碑<br />网民D<br />人才招聘<br />May 21 st<br />吸引<br />May 21 st<br />CIC 观点<br />中国网民不仅喜欢晒他们所买的东西,也喜欢晒他们收到的礼品。因为企业发放福利是中秋节的一项传统,因此很多员工期待能从他们的雇主那里收到一些礼品。互联网正好提供了一个很好的平台给这些人展示,比较和讨论。那些没有得到福利或者福利很少的网友将情况传达给其他网民,相关企业的形象必然受到一定的负面影响。<br />通过在线讨论的渠道建立一个强有力的企业形象是十分重要的,这是因为它能在目标雇员的心中形成一定的品牌形象。<br />| 来源:2008年9月刊<br />
  17. 17. 9<br />“晒” “秀”网络文化对品牌营销的启示<br />Buy it and show it - DV contest on Tudou<br />我买我秀DV大赛<br />ay 21 st<br />PV:61,007<br />Replies: 630<br />PV:10,344<br />Replies: 52<br />Top 2 Submissions<br />May 21 st<br />IWOM quotes:<br />你太有才了,谢谢拉,对女人来说太有用了. You are so talented~ It is very useful to women.<br />能学点东东哦,顶 <br />I can learn something from that. Support!<br />By the end of Jan.15, 2008<br />IWOM quotes:<br />大叔,我来顶了!拍得不错,果然专业 Support! Good making, very professional.<br />下次有机会找我来演啊!哈 <br />I’d like to perform if possible next time.<br />May 21 st<br />May 21 st<br />Summary<br />CNTVS is a new B2C website which utilizes its own professional video introductions of products to promote sales. As a supplement, CNTVS has launched the “Buy it and show it” DV contest on Tudou these days, inspiring netizens to upload videos regarding certain products including such digital hardware, electronics, and cosmetic. The requirement of the video content includes product introduction, product instruction and user experience. The top winner can sign a contract with CNTVS to be a special product consultant.<br />CIC View<br />The high page views shows the high popularity of this campaign and the netizen quotes indicate such kind of video content is welcomed since they can be visually introduced and educated about how to use products more appropriately. Besides utilizing certain open source campaign to collect consumers’ submissions, brands can also made the video themselves and then put on official website, related forums, and video sites.<br />| Source: January, 2008<br />
  18. 18. 10<br />“晒” “秀”网络文化对品牌营销的启示<br />Buy it and show it - DV contest on Tudou<br />我买我秀DV大赛<br />ay 21 st<br />浏览量:61,007<br />回复: 630<br />浏览量:10,344<br />回复: 52<br />最火热的前2名点评<br />May 21 st<br />网络口碑摘录:<br />你太有才了,谢谢拉,对女人来说太有用了. You are so talented~ It is very useful to women.<br />能学点东东哦,顶 <br />I can learn something from that. Support!<br />网络口碑摘录:<br />大叔,我来顶了!拍得不错,果然专业 Support! Good making, very professional.<br />下次有机会找我来演啊!哈 <br />I’d like to perform if possible next time.<br />截止2008年1月15日<br />May 21 st<br />May 21 st<br />概要<br />七星网是一个新兴的B2C网上视频导购网站,商家推出与产品相关的视频促进销量。作为补充,由七星购物网打造的“我爱我秀 DV 大赛”近期已经在土豆网上线,鼓励网友上传与数字硬件,电子产品以及化妆品相关商品的视频。视频内容应包括产品介绍,产品说明以及用户体验。七星购物设置了丰厚的奖金和礼品,第一名更有机会获得“七星视频特约顾问”<br />CIC 观点<br />由于可以直观地介绍产品的使用方法,这类视频是非常受欢迎的,通过页面的高浏览量以及网友对视频的回复内容就可以发现。除了利用这种开放性的活动收集消费者意见,品牌也可以自制视频,并将其发布在官网,相关论坛以及视频网站上。<br />| 来源:2008年1月刊<br />
  19. 19. 11<br />“晒” “秀”网络文化对品牌营销的启示<br />New Trend: Here it comes the video review era<br />视频点评新纪元来临<br />comments<br />Replies: 115<br />ay 21 st<br />May 21 st<br />May 21 st<br />Sample video comment of certain product<br />May 21 st<br />Summary<br />Compared to text review oriented sites like dianping.com, there emerged a new trend on 92dp.com of product review via video made by netizens themselves. This kind of review is so vivid that netizens can got a clear vision on the product instead of imagining its appearance, instant effect, using tips, etc. Netizens give very warm welcome to these video reviews, especially if the demonstrator in the video is attractive.<br />| Source: November, 2009<br />
  20. 20. 12<br />“晒” “秀”网络文化对品牌营销的启示<br />New Trend: Here it comes the video review era<br />视频点评新纪元来临<br />网友评论<br />回复数量: 115<br />ay 21 st<br />May 21 st<br />May 21 st<br />某产品的视频点评示例<br />May 21 st<br />概要<br />与大众点评网类似的文字点评网站不同,在就爱点评网 (2dp.com) 出现了一种网民通过视频进行点评的新的趋势,这种点评不像文字那么苍白无力,而是栩栩如生的,网友可以通过视频得到关于产品的清晰印象,而不用再以联想的方式获得外貌,即时效果以及使用技巧等等方面的大致轮廓。网民对这种视频点评的模式十分的欢迎,特别是那些极具吸引力的视频。<br />| 来源:2009年11月刊<br />
  21. 21. 13<br />“晒” “秀”网络文化对品牌营销的启示<br />New Trend: Here it comes the video review era<br />视频点评新纪元来临<br />ay 21 st<br />May 21 st<br />May 21 st<br />IWOM quotes:<br />讲的很好,很喜欢你的声音哦 (Link) / You give a good introduction, I like your voice<br />有过程有演示,good! (Link) / There are not only process but also demo, that’s good! <br />1 The length must be over one minute.<br />2 The reviewer must appear over ten seconds.<br />3 …<br />CIC View<br />Since the examining standards set on 92dp.com is very strict, the quality of the video comments are ensured, and more comprehensive information of the product was given to other netizens, through both the visual and aural aspects in an impactive way.<br />It might be a new trend in social media community that video review would be more and more popular, and brand may engaged this trend into their online campaigns, to get more valued feedback of multiple angles from netizens, and to enhance brand exposure/reputation at the same time as well.<br />| Source: November, 2009<br />
  22. 22. 14<br />“晒” “秀”网络文化对品牌营销的启示<br />New Trend: Here it comes the video review era<br />视频点评新纪元来临<br />ay 21 st<br />May 21 st<br />May 21 st<br />网络口碑摘录:<br />讲的很好,很喜欢你的声音哦 (Link) / You give a good introduction, I like your voice<br />有过程有演示,good! (Link) / There are not only process but also demo, that’s good! <br />1 视频时长必须大于1分钟<br />2 产品点评者必须在视频中出镜达到10秒以上<br />3 …<br />May 21 st<br />CIC观点<br />因为就爱点评网的视频审查标准非常的严格,因此视频的内容是相当有保证的,更多的产品信息通过听觉和视觉这两个有影响力的方式传达给观众。<br />视频点评越来越受欢迎也许将会成为社会化媒体社区的一种新的趋势。品牌为了从网民那里获得更多有价值的全方位回馈,可以将在线活动与这种新趋势相结合,同时提升品牌的曝光度与知名度。<br />| 来源:2009年11月刊<br />
  23. 23. 15<br />“晒” “秀”网络文化对品牌营销的启示<br />What your consumers can give you could be stunning<br />消费者能带给你意想不到的惊喜<br />ay 21 st<br />Summary<br />Before officially promoting its new digital camera, Nikon sent out its new D80 camera to a small group of Flickr photo-sharing service users, and asked them to try the camera.  Then Nikon got submissions from these early users of the camera and selected the best photos into a 3-page insert in one recent issue of Business Week.  (10/4 cover date.) <br />The Nikon site can be found at here.<br />May 21 st<br />May 21 st<br />May 21 st<br />CIC View<br />Though the pre-launching experiment was conducted in a small scale, but as Nikon wrote under the photo, the result was stunning. <br />One interesting point is, the role of Nikon’s agency is only to organize the submission and picks the winners. The customers are the main source of creation.<br />Another significant position was occupied by Flickr which has a great base of photo sharing users. The famous web service helped Nikon identify the potential testers. As the online content getting more and more categorized, it would be much easier for companies to find their possible customers and content with them. <br />So, are you ready to start the co-creation?<br />| Source: October, 2006<br />
  24. 24. 16<br />“晒” “秀”网络文化对品牌营销的启示<br />Tshow — showing the commercial value behind “shai” or “show-off” net culture<br />特秀网-- ”秀” 网络文化背后的商业价值<br />ay 21 st<br />IWOMquotes:<br />我是一个对设计很外行的人,不过来到Tshows网站,也有一种设计的冲动和欲望,觉得设计这个以前对平常人高不可攀的职业,随着科技发展,越来越草根化、平民化。<br />I am not good at design. But when I go to Tshow, I find I am willing to show my designs. With the development of technology, design is not a unattainable work any more, amateurs can also enjoy it. (link)<br />May 21 st<br />May 21 st<br />May 21 st<br />Summary<br />The recently launched website, Tshow (特秀网), is an open source T-shirt design and online sales platform. Much like the website Threadless in the US, Tshow regularly initiates T-shirt design campaigns to engage design fans and inspire them to show-off their unique work. Other netizens are then able to vote on each T-shirt design, and those with the most votes will be produced and sold both online and offline. Tshow fully leverages the “show off”(秀) net culture by recognizing netizens’ interest in showing off their personal ideas and creative work. Tshow includes the whole production chain of design, producing, marketing and sales involves netizens’ participation at every level.<br />| Source: April, 2008<br />
  25. 25. 17<br />“晒” “秀”网络文化对品牌营销的启示<br />Tshow — showing the commercial value behind “shai” or “show-off” net culture<br />特秀网-- ”秀” 网络文化背后的商业价值<br />Show off<br />Business<br />ay 21 st<br />May 21 st<br /><ul><li> Increase brand awareness</li></ul>Netizen generated works<br /><ul><li> Find new design resource</li></ul>May 21 st<br /><ul><li> Strengthen consumer relationship</li></ul>May 21 st<br />CIC View - The emergence of this new type of “show off” site provides more opportunities for brands for the following reasons:<br /> Brands can increase online awareness through “show off” culture by initiating collaborations with sites like Tshow, launching campaigns encouraging netizens’ creativity or creating opportunities for netizens to “show off”.<br /> There is high potential to extract commercial value from “show off” culture. For example, grassroot experts are a good source for new and innovative design and brands can get many creative and low cost ideas/works from these netizens. <br /> Via the “show off” site, brands can connect with its consumers directly and strengthen their relationship with target consumers. These sites also provide a channel for netizens to talk directly with brands. This could be a win-win situation for both brands and netizens.<br />| Source: April, 2008<br />
  26. 26. 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 />
  27. 27. 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 />
  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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