IWOM watch 2012 compilation_lbs&o2o (Part 2)

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  • 1. IWOM WATCH 网论观察 2012 IWOM WATCH COMPILATION 2012© 2011 CIC© 2012 CIC IWOM WATCH
  • 2. PAGE. 3-4 Buick Encore’s “City Hide and Seek”LBS & O2O PAGE. 5-7 Expanding On O2O
  • 3. Buick Encore’s “City Hide and Seek” LBS and QR Integration Launch a fun, interactive app to attract netizens’ attention; encourage the young, tech savvy drivers who are at the core of your target consumer group to try it and embrace the concept of exploration. Seek the Use Camera Buick launched a new, fun mobile game app, Download the Virtual Encore to Virtually based on hide and seek of the ENCORE. Users App. on the Map. Spot It. start their journey by “seeking” a hidden Encore in the city map, then using the camera and Hide it When it’s When you augmented reality to spot it. Those who can see it, touch within 3 found, hide the car for the longest in one day go on the the screen. minutes. Game Over. record board and the final champion wins the right to drive a new Encore for 2 years. Clear instructions to join in the game. Campaign on Weibo, Video on Youku.SummaryBuick seemingly referenced and learned from a successful Mini promotion in Sweden, which also leveraged an LBS feature, incorporatedaugmented reality, and aroused netizens’ interest with the promise of exploration and incentive. As a part of the Encore launchcampaign in China, Buick created a similar game was launched to their target audience’s attention; young, urban white-collars, inspiredby the thought of exploration, engaged by creative use of technology, and eager to show off their own sense of style. Naturally, free useof a new car for 2 months also proved to be an attractive incentive. 3
  • 4. Buick Encore’s “City Hide and Seek” Maintained Interaction, Sustained Engagement Buick launched this campaign via their official Weibo account, The game even attracted audience from other cities.Link which was mainly to introduce the campaign rules and 今天长途跋涉两个多小时,宁波奔去杭州玩了#ENCORE全城大搜 regulations, but also kept continuously updating the game 藏#,天气木牢牢好游戏捏个刺激~虽然成绩不是很理想,但还是玩 的很尽兴.下一站到阿拉宁波哉,全力以赴再接再厉!!!!赢辆免 progress and managing interaction with the players in real-time. 费的昂科拉开开,吼吼吼吼,想要免费昂科拉的,抓紧时间跟偶来 Via cooperation with Youku, The game was really challenging - but exciting! Link Buick continued to upload “live 这是昨天#ENCORE全城大搜藏#杭州站刚开始22分 钟之后的截图!看到屏幕上的那些小点点了么! show” videos, which broadcast 一个点就代表一个玩家啊!逆天了!我本来还以 the most interesting game 为凭我的速度和我的智慧一定能轻松拿到最终大 reports. Link 奖呢!现在看来我要好好制定一下战术了……CIC ViewAt the core of this campaign was a desire to attract an audience of young, technically engaged and theoretically adventurous, potentialconsumers to participate in an amazing journey of interaction with the Encore and the Buick brand overall. The “live show” videos wereeffective in evoking netizens’ emotional and competitive engagement, chiefly attracted by the interesting content. This was the overalltechnique of the campaign; attracting potential consumers to try, to explore, and to be converted by their experience. This was echoed bythe prize; a two month trial. 4
  • 5. Expanding On O2O 7 Means of O2O Engagement“Online to Offline”, or O2O, is an engagement philosophy designed to connect online and offline services in a way that better reflectsconsumers’ lifestyle and commercial behavior, as presented and progressed by the ongoing developments in mobile connectivity. Buding Hotel Dianping Lashou Yidao Huodonghu Ducheme Shopplay i Sharing; Display; Online: Reserve Payment Engagement Gathering Location Comments; Coupon Point + + + + + + + Offline: Service Experience Execute Execute Activities Transformation Transformation O2O aims to deliver an improved service experience, meeting the varying demands of different types of consumer, with the fundamental principles of ease of engagement, incentive and execution paramount to each O2O platform. 5
  • 6. Expanding On O2O Different Users Demand a Different O2O ExperienceCreating different experiences for different users, tailored to their desired bridge of online and offline experience. Since WeChat launched their membership card, O2O High has been growing increasingly hot as a topic of conversation between enterprise and advertisers. Consumers stress online experience and offline Gathering Display; Reserve Sharing; consumption but seldom are the dividing lines so Point Comment; Offline Coupon clearly differentiated in such a digital savvy environment. Location Business implications of O2O seek not only to satisfy the offline consumer’s experience, but also maintain Engagement and magnify this experience via online channels, in Payment order to promote preferential prices, enjoyable Low Online High experiences and supportive customer service. In effect, consumption in the digital era cannot be  The horizontal axis shows the level of consumer online social activity; considered a solely Online or Offline experience.  The vertical axis shows the level of offline business promotion. Summary: As a bridge connecting of online and offline service, O2O also implicates the amplifying potential of social media channels. The characteristics of these O2O platforms, which are essentially based on social principles, overlap significantly with the user characteristics of social media platforms. 6
  • 7. Expanding On O2O Ensuring Interaction with 020Shopplay shows how to turn online browsers into offline consumers. Technology: Accurate Audio Positioning Technology • Auto-LBS (auto check-in whenever the shopper walks through the door, earns the shopper “Peas”, which are a unit of currency specific to Shopplay, like a Q coin) • Comments (clear product display and integrated consumer comments/sharing) • Point (clicking shop info, signing in and scanning a QR code can earn Peas, which can be exchanged for gifts or discounts) Value for Business: • To attract consumers into your physical store location, where the atmosphere and salespeople can impact purchase decision. • To provide more opportunity for communication / recommendation, improving LBR and optimizing the customer’s emotional relationship. • To provide a specialized promotions pattern marketing tool for business, transforming consumers’ advertising acceptation from passive to initiative. Enhance the effect of promotion via product information and detailed experience, improving customer transaction rate. • To establish a lower cost marketing method, which meets the different needs of different shoppers at different phases of the consumer journey, facilitating flexible reward systems. • To improve frequency of the connection between shop and consumer, enhancing the brand impression, heightening loyalty and repeat custom rate.CIC View:Combine online and offline service to reduce customer turn-over rates, an evaluation index for marketing efficacy, via an holisticapproach to engagement strategy that embraces updated technologies and more importantly, responds quickly to consumers’uptake of this updated technology. 7
  • 8. About CIC IWOM WATCH CIC is Chinas leading social business intelligence provider, enabling enterprise to fully leverage the power of social media and Internet Word of Mouth (IWOM) intelligence across the organization. Since 2004, CIC has pioneered IWOMized technology, research and consulting. Firstly, by coining the term IWOM and then being the first to raise the concept of “social business” in China. As the industry thought leader, we have always been at the forefront of China’s internet and social business revolution. CIC is China’s largest integrated 3rd party provider of technical IWOM solutions, social media studies and social business intelligence. In order to help companies effectively leverage this social business intelligence, CIC provides customized research, consulting services, syndicated reports, and industry trend watches, rich in actionable insight. In addition to helping brands accomplish their social business aims, CIC is also monetizing the social business industry in China, creating an integrated social business support system (IWOMmaster), powered by our proprietary technical solutions and platforms. CIC utilizes its own patent pending technology to capture millions of online conversations and “makes sense of the buzz” by analyzing them to draw out insight that leads to more effective action. CIC gathers and mines over 100 million naturally occurring consumer comments every month, from a range of uniquely Chinese social media platforms including blogs, BBS, microblogs and social networking sites, then by applying our unique, China focused methodology, provide a comprehensive picture of the social media landscape and its implications for business. To date, CIC has archived almost 7 billion mentions of brands and products, from over 2 billion consumer comments. CIC has developed solid, long-term retainer relationships with leading multinational agencies and Fortune 500 companies. For over 8 years, CIC has persisted in analyzing the milestones of China’s social media landscape, sharing the most innovative concepts and practices in IWOM in white papers and trend watches of various industries. We’ve always been committed to providing an unbiased, third-party perspective, to enrich the whole industry and help enterprise grasp the revolutionary opportunities brought about by the development of social business. In early 2012, as China’s leading social business intelligence provider, CIC agreed to be acquired by WPP’s Kantar Media, the media research and insight division of Kantar, as a move to strengthen its position and with aim to expand its social offering across Asia Pacific. Kantar Media has over 5,000 employees around the world, is currently working with 22,000 companies, tracking 3 million brands across 50 countries. As the consumer insight arm of WPP, Kantar Media provides strategic advice and competitive intelligence to the world’s leading brands, publishers, agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry. (media release) CIC will continue to provide social business intelligence from an objective, third-party perspective, to the world’s leading brands and agencies.© 2012 CIC
  • 9. About IWOM Watch IWOM WATCH What is IWOM Watch: A monthly digest of the hottest trends, creating the biggest buzz, reflecting China’s unique online culture. CIC’s exemplary case studies and detailed analysis of the month’s most significant online marketing campaigns allow you to listen, know, and participate in China’s unique digital community. As the industry’s thought leader and pioneer of Internet Word of Mouth (IWOM) and social business in China, our finger is always on the pulse of the hottest online issues and influential IWOM. Since 2006, our monthly Watch reports have been distilling social business intelligence that not only keep our retainer clients on the leading edge of China’s IWOM, but also inform their strategic planning with insights into platform development, netizen behavior and social culture of the world’s largest, most dynamic and fragmented digital landscape. In this IWOM Watch compilation, we have collected and categorized a series of articles that bring 2012 into focus. For marketers, this is a year in the life of China’s social Internet. Copyright Statement The majority of the pictures and related quotes are from publicly available information. 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.© 2012 CIC
  • 10. CIC IWOM watch archive IWOM WATCH If you would like to find updated IWOM intelligence (CIC White paper, IWOM Watch and Social business eNewsletter) in one place, then apply for your IWOMmaster ID now. 2012: 2012 IWOM Watch Travel Special Edition | view 2009 IWOM watch Compilation 2011 | view IWOM watch 2nd half year review 2009 | view IWOM watch 1st half year review 2009 | view 2011: IWOM watch Special Edition: Microblog | view 2008 IWOM watch 2nd half year review 2008 | view 2010: IWOM watch 1st half year review 2008 | view IWOM watch Special Edition: LBS (Location-based service) | view IWOM watch May Special Edition (Sichuan Earthquake) 2008 | view IWOM watch compilations from 2006 to 2010 (part 7) - How brands marketing under social media age | view 2007 IWOM watch compilations from 2006 to 2010 (part 6) IWOM watch 2nd half year review 2007 | view - Interaction in virtual gaming world between brands and netizens | view IWOM watch 1st half year review 2007 | view IWOM watch compilations from 2006 to 2010 (part 5) - The inspiration from “Shai”,“Show” culture for brand marketing | view 2006 IWOM watch compilations from 2006 to 2010 (part 4) IWOM watch 2nd half year review 2006 | view - Spoof – Brand’s “ending” or “chances”? | view IWOM watch compilations from 2006 to 2010 (part 3) - Viral videos storm come up with brands | view IWOM watch compilations from 2006 to 2010 (part 2) - Brands Crisis upgrade to 2.0 | view IWOM watch compilations from 2006 to 2010 (part 1) - New product promotion way through new media - Seckill & Group purchase | view View more on IWOM Backstory© 2012 CIC
  • 11. Join CIC Community IWOM WATCH Weibo.com/seeisee Website: www.ciccorporate.com Weibo.com/iwommaster Blog: www.seeisee.com Founder blog: www.seeisee.com/sam Jiepang.com/CIC Service platform: www.iwommaster.com IWOMdiscover: discover.iwommaster.com Douban.com/host/CIC IWOMexplorer: explorer.iwommaster.com IWOMcooperator: cooperator.iwommaster.com slideshare.net/CIC_China Tudou.com/home/iwomchina Know more about IWOM Roundtable & White paper & IWOM watch Linkedin.com/companies/359113 email: info@cicdata.com @cicdata If you would like to find updated IWOM intelligence (CIC White paper, IWOM Watch and Social business eNewsletter) in one place, then apply for your IWOMmaster ID now. Facebook.com/ciccorporate Huaban.com/seeisee© 2012 CIC
  • 12. Shanghai:Room 108, Building A, UDC Innovative Plaza, No.125,North Jiangsu RoadShanghai, 200042, ChinaPhone: 021 - 52373860 | Fax: 021 - 52373632Beijing:1006 / 10F, Block C, No. 60, Dongsihuanzhong Road, Chaoyang DistrictBeijing, 100025, ChinaPhone: 010 - 59080268This document is for private commercial use only. Distribution to thirdparties and/or publication in whole or in part is strictly prohibitedwithout expressed written consent of CIC.本文件是针对CIC客户的相关品牌和企业的商业文件。未经CIC的书面许可,本文件或文件中的任何内容不得转交给第三方, 同时也不得发表本文件或文件中的任何内容。