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IWOM watch 2012 compilation_ecommerce (Part 7)
IWOM watch 2012 compilation_ecommerce (Part 7)
IWOM watch 2012 compilation_ecommerce (Part 7)
IWOM watch 2012 compilation_ecommerce (Part 7)
IWOM watch 2012 compilation_ecommerce (Part 7)
IWOM watch 2012 compilation_ecommerce (Part 7)
IWOM watch 2012 compilation_ecommerce (Part 7)
IWOM watch 2012 compilation_ecommerce (Part 7)
IWOM watch 2012 compilation_ecommerce (Part 7)
IWOM watch 2012 compilation_ecommerce (Part 7)
IWOM watch 2012 compilation_ecommerce (Part 7)
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IWOM watch 2012 compilation_ecommerce (Part 7)

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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 eCommerce and Customer CareE-COMMERCE PAGE. 5 eCommerce Development in the Last Year PAGE.6 eTao’s Comparison Feature and Brand Cooperation
  • 3. eCommerce and Customer Care Renren’s Rebate Service Reaps RewardsSummaryChinese social networking site Renren has recently collaborated with CHANet to launch an ecommerce platform that offers rebates on purchasesfrom www.renrenfl.com (still under building). Renren has so far partnered over 200 e-commerce sites, including e-commerce giants Vancl.com,Newegg.com.cn, 360Buy.com and Mbaobao.com. Users can earn bonus points for shopping at partner sites and redeem them for Renren servicesor cash coupons. Renren users can also use their accounts to log in to hundreds of e-commerce sites for an even more convenient, and social,online shopping experience. 3
  • 4. eCommerce and Customer Care Renren’s Rebate Service Reaps Rewards More Improved potential SNS shopping customers Media experience Spread of Bonus Redeem discount Ecommerce Monitoring points from Renren points & Sites information partner Users cash sites coupons Lower Information costs Boost Profit growth interactivity about discountsCIC ViewRenren’s rebate service represents a landmark cooperation between SNS and e-commerce, which benefits both brands and consumers. Byestablishing a new marketing model, Renren have taken a big step in monetization of social media and increased community and user stickiness.Its ecommerce partners can use Renren’s platform to spread discount information and reach more potential customers. Users benefit from thisintegration with an improved shopping experience, including redeeming points for Renren services, cash coupons and bonuses on partner sites.Social media is imposing increasing influence on sales and all the while, developing a standard of measurement for social engagement efficacy. 4
  • 5. eCommerce Development in the Last Year Social Connection and Ecommerce Social Sharing •感觉杂了点 •希望别变成淘宝店长集中营[link] Social Purchasing •蘑菇街的东西好给力啊!!!!我还正愁着怎么在网上淘 Price Comparison 到特好看的东西呢!!!给力[link] Social Purchasing Price Comparison Social Sharing •一淘垂直比价太牛了,以后出差就方便了,刚与员工做好 交流,花了十分钟时间在一淘上搞定一家只花188元在上 海松江的四星豪华酒店[link] Boom in “Pinterest” drives a connection between social and ecommerce. Etao is far beyond this, it combined goods search and price comparison, making shopping more convenient.CIC VieweCommerce is evolving to incorporate social sharing sites, like Huaban, to social purchasing sites, like Mogujie, then to price comparison websiteslike Etao. The development of ecommerce hinges on making purchasing ever more convenient. The process of finding the right product has twosimple principles; suitable goods and a suitable price. Mogujie takes care of the first part and Etao looks after the second. If one ecommerce sitehad these two features, it would be a breakthrough. 5
  • 6. eTao’s Comparison Feature and Brand Cooperation Brand Could Cooperate with eTao to Tackle Netizens’ Concerns Positive: Cheap Price Negative: Fake Product Sample Quote: Sample Quote: 自从有了一淘网, 再也不用担心东西买贵了, 至于一淘,因为实在太淘宝,重复多,质 买东西用一淘比价, 那里便宜去哪里.[link] I 量不咋地,满意少[link] As for eTao, it was do not need to worry about high price products based on taobao.com, too many products anymore, because I could use eTao price seem alike, low quality, and really hard to comparison feature and buy any cheap satisfy customers. products I want. Sample Quote: Sample Quote: 一淘上怎么都是假货丫,还让不让人买了 其实一淘比价真的不错,可以比价,还有推 [link]Why there were so many fake products 荐,有聚划算…让网购更加便宜…[link] The on eTao? How could I shop on this website? price comparison feature was really good…it made online shopping more affordable…Brand Could… CIC View Netizens did like to shop on eTao thanks to the comparison feature and cheap price. However, some of them worried about fake products and quality problems. Brands could cooperate with eTao to launch campaigns, promotions of ensured products, and advertise themselves via the platform. 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。

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