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IWOM WATCH                                 网论观察                                  2012             IWOM WATCH COMPILATION 2...
PAGE. 3-4   WEIBO      Sina Weibo Enterprise 2.0: A New Dimension in Weibo              MarketingDEVELOPMENT   PAGE. 5-6  ...
Sina Weibo Enterprise 2.0: A New Dimension in Weibo Marketing         New Additions to Customizable Display AdsRight: BMW’...
Sina Weibo Enterprise 2.0: A New Dimension in Weibo Marketing            Supporting Data Services                         ...
What Weibo Tags Say About Me                  What are Weibo Tags?                  Social Network Tags                   ...
What Weibo Tags Say About Consumers         Implication of Weibo Tags for Social Business                                 ...
About CIC                                                                                                                 ...
About IWOM Watch                                                                                                          ...
CIC IWOM watch archive                                                                                                    ...
Join CIC Community                                                                                  IWOM WATCH            ...
Shanghai:Room 108, Building A, UDC Innovative Plaza, No.125,North Jiangsu RoadShanghai, 200042, ChinaPhone: 021 - 52373860...
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IWOM watch 2012 compilation_weibo development (Part 5)

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Transcript of "IWOM watch 2012 compilation_weibo development (Part 5)"

  1. 1. IWOM WATCH 网论观察 2012 IWOM WATCH COMPILATION 2012© 2011 CIC© 2012 CIC IWOM WATCH
  2. 2. PAGE. 3-4 WEIBO Sina Weibo Enterprise 2.0: A New Dimension in Weibo MarketingDEVELOPMENT PAGE. 5-6 What Weibo Tags Say About Me
  3. 3. Sina Weibo Enterprise 2.0: A New Dimension in Weibo Marketing New Additions to Customizable Display AdsRight: BMW’s showcase weibo Enterprise 2.0account with alternate visual We are familiar with Sina Weibo Enterprise accountsdisplay of BMW culture and created and maintained by brands as a communicationproducts. channel between themselves and their consumers.Below: Audi’s dealer weibo These accounts are mostly communication tools that areaccount with pricing of the occasionally used to deliver specific messages duringlatest Audi models and links to promotional campaigns, special announcements andfull specs of these cars. occasionally, respond to PR crises.These are examples of Now, with the new Enterprise 2.0 launching for all officialcustomized Enterprise Sina brand accounts, Sina Weibo is about to become evenWeibo accounts for auto. more functional. Enterprise 2.0 is not just a minor face lift but an update that is introducing a wide range of functionally customizable tools at brands’ disposal to help them truly engage their consumers more effectively. Left: Tmall.com’s eCommerce portal Weibo account. Links to actual deals in Tmall. 3
  4. 4. Sina Weibo Enterprise 2.0: A New Dimension in Weibo Marketing Supporting Data Services Data Services CIC View An effective Weibo brand account needs performance tracking. With Sina Weibo Enterprise providing more and With the new Enterprise 2.0, Sina more sophisticated services, here’s some steps to is providing data to support more effective participation: performance tracking. 1. A more thoroughly customized account Included in the data package is management strategy. traffic data segmented into new and old visitors, normal and 2. Performance tracking for weibo promotions active followers, etc. that does not solely rely on the default data support, but deeper content analysis for a full Exposure rate of contents in the understanding of your brand’s performance. brand Weibo account (Below). 3. Fully leverage available customization options to deliver the most effective message in an authentic voice. For more insight on the new Enterprise 2.0, please download CIC’s latest Sina Weibo White Paper co- released with Sina. 4
  5. 5. What Weibo Tags Say About Me What are Weibo Tags? Social Network Tags What Do Tags Do for Weibo Users? Within a social network, tags are useful for differentiating a community based on shared interests. Particularly in an open social network, where peer group may not reflect real-world Hair Styling relationships, your connections Enthusiast are based on the things you have in common. COMMON TAGS Tags make it easy to expand your Night Clubber social network based on the Fashion Guy interests and associations netizens use to define themselves.SummaryTo put it simply, “Tags” are the labels that netizens add to their social networking profile to let other members of the community know whatthey’re into. So, it’s fair to say this may be more aspirational than realistic, but essentially it’s the interests, activities, brands andcharacteristics that you choose to represent yourself.Space is limited, well the number of characters at your disposal are, so the attempting to sum up your “character” can be tricky. As Weibo isan open social network (unlike a Renren or Facebook) and a broadcast medium, netizens are essentially looking to attract fans by association. 5
  6. 6. What Weibo Tags Say About Consumers Implication of Weibo Tags for Social Business Step 4. Step 1. Finding Understanding Related Tags Consumers’ Lifestyle Step 2. Collecting Step 3. Analyzing Sugus Habits Associated Relevant Data Tags Location Astrology 90S Personality Otaku Enthusiast Celebrity Movies &TVSummarySearching for netizens who have tagged their accounts with your brand name, associated category terms or related keywords allows youto easily pick out your target consumers. Of course, it also allows advertisers to uncover potentially unknown relevancies and associationsin the eyes of their consumers. The more you know about their life style, the easier you can engage with them. 6
  7. 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. 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. 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. 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. 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。
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