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IWOM watch 2012 compilation_viral video (Part 3)

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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 Youku and Tudou MergerVIRAL VIDEO PAGE. 5-6 The Micro-Movie Effect
  • 3. Youku and Tudou Merger Netizen Created Content – The “YouTudo” Model The news of Youku and Tudou’s Netizens made fun the news, creating the merger shook the market. YouTudo Model in social media. Sample Quote: 优酷深情的看了土豆一眼,于 是,我们又相信爱情了[link] Youku looked at Tudou soulfully, and we believe in love again. 优酷土豆合并了。新浪看了一 眼腾讯,360看了一眼QQ,苹 果看了一眼安卓,蒙牛看了一 眼伊利,方舟子看了一眼罗永 浩,韩寒看了一眼郭敬明,…… 欢迎接龙[link] Youku and Tudou merged, so that Sina took a look at Tencent, 360 glanced QQ, apple … solitaire welcome.SummaryIn March 2012, video sharing websites Youku and Tudou announced a merger, causing tremors throughout the market. It was pretty hardto believe that these two embattled enemies could actually be partners. Netizens took to weibo to creatively express sentiments aroundthe central premise, “Youku and Tudou are married, nothing is impossible”. Netizens developed the “YouTudo Model”, which becamequite popular across China’s social networks. 3
  • 4. Youku and Tudou Merger Impact on the Market According to EnfoDesk, Youku and Tudou were the top two in online video advertising in the last quarter. Their market shares are up to 21.8% and 13.7% respectively; Reduced content costs the merger will take them to more than a third share of Enriched content the domestic video market. resource, UGC added value Youku Increased user base (although there is an Leading overlap) Video YouTudou Market Share Tudou Potential for package media solutions for agencies and advertisersCIC ViewThis merger is a must under the current circumstances of industry consolidation, as both were anxiously seeking a solution for theescalating competition. It is believed that this move will increase market concentration, but we’re still some way from a monopoly.YouTudou will share both user and video content, so the cost of content and bandwidth will be reduced.Advertisers will be eager to see if YouTudou will provide package media solutions that reduce the overall CPM across two sites. 4
  • 5. The Micro-Movie Effect Developing a Micro-MovieRise of the Micro-Movie Micro-Movie Features and Advantages The micro-movie is one of Spread – Micro-movies can be broadly and efficiently delivered via interactive new media. the latest marketing mechanisms in new media. Cost – Micro-movies cost less in production, Generally, the most publication and transmission than conventional TVCs. successful combine humor Period – Micro-movies have a short production period with fashionable, trendy and condensed story arc. topics. Content – Micro-movies can offer a vivid and engaging medium for a brand’s story-telling.Micro-Movie Marketing in Social Media Everyone could make a JianLiBao tried to Casarte crowdsourced micro-movie in the early leverage netizens’ a micro-movie script stages, and few advertisers interest in micro-movies from Douban.com, with were actually taking to promote products via the help of a prize advantage. As such, most placement. This approach incentive. Participants micro-movies were solely was still pretty unique had creative freedom, focused on creative content and added to the overall as long as Casarte’s and audience appreciation. popularity of the micro- product featured. Link Link movie. Link Initial Show Ad Implantation Co-Creation 5
  • 6. The Micro-Movie Effect Micro-Movie Marketing IBM Micro-Movie : PingXingXiangJiao / Joined Parallel Feature of the Case 1. IBM promoted its collaboration product via micro-movie Summary placement, which impressively highlighted the features and The story describes two colleagues clearing up advantages from different angles. their misunderstanding through collaboration. IBM implanted its solution software to improve communication and collaboration between 2. IBM integrated its collaboration solution with the micro- colleagues, allowing them to realize the movie story, which evoked the resonance with netizens. importance of cooperation. 3. IBM involved its enterprise culture in the micro-movie, Spread effectively popularizing the brand image amongst netizens. This micro-movie was first promoted via Weibo, then transmitted to many other social platforms; video websites like Youku and 4. The micro-movie generated interest in IBM’s offline social Tudou; SNS websites like Kaixin, Renren and business forum - Business Gets Social, which was key to the Douban. Engaged, entertained netizens were integrated promotion of IBM business collaboration. active participants.CIC View1. Spread – Micro-movie success is inherently linked to new media development, facilitating netizen participation.2. Creation – Micro-movies are a quick and cost effective way to generate and express new, creative ideas.3. Content – The micro-movie is a stylish and interesting approach to presenting brand image and product features.4. Feedback – The brand can glean deep understanding of consumer interests through their feedback, for more effective marketing. 6
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. 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。