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IWOM WATCH COMPILATIONS:Brands Crisis upgrade to 2.0

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  • 1. IWOM WATCH 2006 - 2010© 2010 CIC IWOM WATCH IWOM WATCH 网论观察 Topic2: Brands Crisis upgrade to 2.0 IWOM WATCH COMPILATIONS © 2010 CIC 2006-2010
  • 2. IWOM WATCH 2006 - 2010 IWOM WATCH ABOUT IWOM WATCH 什么是网络口碑网论观察: 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分析师癿深度解读,让您于第一 时间掌握消贶者洞察和数字营销资讯。 作为与业癿社会化媒体及网络口碑分析咨询公司, CIC热衷兰注网络上癿热点事件,幵丏自2006 年起每月发布网络口碑网论观察月报。 丌仁是对中国“营销2.0和公兰2.0”信息癿及时更新,能为品牉,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为多数客户提供癿长期服务乊一。 本册网络口碑网论观察吅集,精选了自2006年至2010年间有兰营销案例部分癿7个类别兯34篇文章,其中21篇经过整理提供了中英文 版本幵印刷成册(全部文章请参阅随书附赠癿光盘),为您展示过去4年中网络口碑网论观察癿精彩内容。 What is IWOM watch: 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. 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. 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. 本网络口碑网论观察中癿多数图片不相兰引用均来自互联网公开信息,凡带CIC字样癿图片均为 CIC公司所有。仸何对本网络口碑网论观察中仸何内容癿丌当使用都将被视为对CIC知识产权癿侵 犯,CIC有权诉诸于法律。
  • 3. IWOM WATCH 2006 - 2010 IWOM WATCH 目录  2.0时代下的品牌危机  P6 当代言人出现网络危机时,看品牉如何快速做出公兰反映  P10 多媒体分享在2.0时代危机处理中癿地位日趋上升  P14 360安全卫士不釐山毒霸陷微博公兰战  P17 星巴兊癿故宫危机  P20 汉兮达遭遇爬坡门
  • 4. IWOM WATCH 2006 - 2010 IWOM WATCH CONTENTS  Brands Crisis upgrade to 2.0  P5 Brands react quickly to spokespersons online reputation crisis  P9 The growing status of multi-media sharing services in 2.0 crisis?  P13 360 VS Kingsoft  P17 First Crisis2.0 case in 2007: Starbucks in forbidden city  T20 Toyota HighLander faces “Fail-to-Climb Gate"
  • 5. IWOM WATCH 2006 - 2010 5 ay 21 st May 21 st May 21 st May 21 st 2.0时代下的品牌危机 Brands react quickly to spokespersons online reputation crisis 当代言人出现网络危机时,看品牌如何快速做出公关反应 May 24th, Sharon Stone “blames China‟s earthquake on Karma” - “It was very interesting… Is that karma, when you are not nice that bad things happen to you?” May 28th, Dior China reacts to issue May 29th, Dior China terminated all advertising campaigns related to Stone in China Summary On May 24, at the Cannes film festival in France, Sharon Stone expressed her feeling towards Sichuan earthquake in a 35 mins interview. The international media quickly picked out a 10-second clip focusing on one statement “blaming China‟s earthquake on Karma.” This one quote was quickly spread throughout the Chinese Internet, and by May 25 there were already tens of thousands of comments condemning Stone‟s statement on major Chinese BBS sites including Tencent, Tianya, Sohu, Netease. Netizens asked for an apology and called for a boycott of all brands that use Stone as a spokeswoman. Dior, reacted quickly, issuing an announcement on May 28th disagreeing with Stone‟s opinion and then on May 29th, Dior China decided to terminate all advertising campaigns related to Stone in China, and removed all posters throughout China within two days. | Source: June, 2008 May 25th, netizens spread tens of thousands of messages condemning her on BBS. IWOM quotes 让我们向Dior等与沙朗斯通签约代言的国际公司发出呼 吁,呼吁他们立即中止让沙朗斯通代言的合约,否则, 全体中国消费者,必将抵制这些用沙朗斯通代言的品牌 和产品。(Link) / Let’s call for the international companies who have contracts with Sharon Stone, like Dior, to terminate the contracts with her, otherwise all Chinese consumers will boycott the relevant brands and products that represented by Sharon Stone. Dior不换代言人中国人就不要去买!(Link) / If Dior does not change the spokesman, we Chinese will not buy the products.
  • 6. IWOM WATCH 2006 - 2010 6 ay 21 st May 21 st May 21 st May 21 st 2.0时代下的品牌危机 Brands react quickly to spokespersons online reputation crisis 当代言人出现网络危机时,看品牌如何快速做出公关反应 3月24日,莎朗斯通将中国汶川地 震归于因果报应。“这很耐人寻味… 这就是所谓的因果报应吧,恶有恶 报? 5月28日,迪奥中国回 应此事 5月29日,迪奥中国终 止莎朗斯通在华所有广 告代言活动。 概要 5月24日法国戛纳电影节上,莎朗斯通在一段35分钟的采访中表述了自己对四川地震的感想,国际媒体迅速截取了一段10秒钟的言论,斯 通说中国地震实属报应。此番言论随即在中国互联网炸开了锅,截至5月25日,腾讯、天涯、搜狐、网易等中国主流互联网论坛已有成千 上万条指责莎朗斯通过激言论的评论。网民要求莎朗斯通就此道歉并号召公众抵制其代言的所有品牌。 迪奥对此迅速做出回应,于5月28日发表声明,表示不认可斯通的言论;紧接着在5月29日,迪奥中国决定终止斯通在华的所有广告代言 活动,并将于未来2天内撤下相关宣传海报。 | 来源:2008年6月刊 5月25日,网民们在各大论坛发布了成千上万的信息谴责莎 朗斯通。 网络口碑摘录: 让我们向Dior等与沙朗斯通签约代言的国际公司发出呼吁, 呼吁他们立即中止让沙朗斯通代言的合约,否则,全体中国 消费者,必将抵制这些用沙朗斯通代言的品牌和产品。(Link) / Let’s call for the international companies who have contracts with Sharon Stone, like Dior, to terminate the contracts with her, otherwise all Chinese consumers will boycott the relevant brands and products that represented by Sharon Stone. 迪奥不换代言人中国人就不要去买!(Link) / If Dior does not change the spokesman, we Chinese will not buy the products.
  • 7. IWOM WATCH 2006 - 2010 7 ay 21 st May 21 st May 21 st May 21 st 2.0时代下的品牌危机 Brands react quickly to spokespersons online reputation crisis 当代言人出现网络危机时,看品牌如何快速做出公关反应 Stone has apologized for her controversial comments about the Chinese earthquake. IWOM quotes: 宽容看待莎朗斯通辱灾事件 兼谈媒体责任 (Link) Be tolerant to face Sharon Stone issue, and media should have its responsibility. 莎朗斯通真的说了地震是对中国的报应吗?(Link) Did Sharon Stone really say the earthquake is the karma of China? 莎朗斯通穿帮迪奥危机公关. (Link) Sharon Stone and Dior Crisis management go against the grain. Summary Then on June 1st, a group of netizens including Sina A-list blogger Han Han, came to Stone‟s defense by releasing Stone‟s full interview online with Chinese translation. Han criticized the media for spreading Stone‟s quote out of context stating, “Stone was not wrong, but the only mistake was that she made a wrong speech in a wrong time at a wrong place, especially in front of a wrong media.” Furthermore, Stone released a personal apology on June 1st mentioning that she disagreed with Dior China‟s quick decision and method for handling the “crisis” stating that the media had distorted her original statement. Stone in total apologized three separate times, stirring buzz and new debate each time and keeping the topic a hot issue among netizens. | Source: June, 2008
  • 8. IWOM WATCH 2006 - 2010 8 ay 21 st May 21 st May 21 st May 21 st 2.0时代下的品牌危机 Brands react quickly to spokespersons online reputation crisis 当代言人出现网络危机时,看品牌如何快速做出公关反应 莎朗斯通就其关于中国地震的争议言论致 网络口碑摘录: 宽容看待莎朗斯通辱灾事件 兼谈媒体责任 (Link) Be tolerant to face Sharon Stone issue, and media should have its responsibility. 莎朗斯通真的说了地震是对中国的报应吗?(Link) Did Sharon Stone really say the earthquake is the karma of China? 莎朗斯通穿帮迪奥危机公关. (Link) Sharon Stone and Dior Crisis management go against the grain. 概要 随后在6月1日,包括新浪名博头号人物韩寒在内的部分网民,在线发布了斯通的完整版采访,配以中文翻译,替斯通开脱。韩寒指责媒体不 顾上下文语境,断章取义,“斯通是在错误的时间,错误的地点和错误的媒体说了一场错误的表白。其中关键是错误的媒体。” 此外,斯通也于6月1日公开致歉,并表示媒体故意曲解其原文,迪奥中国武断处理“危机”的方法不可取。斯通的前后三次致歉,均作为热 点话题引发了网络热议和辩论。 | 来源:2008年6月刊
  • 9. IWOM WATCH 2006 - 2010 9 ay 21 st May 21 st May 21 st May 21 st 2.0时代下的品牌危机 The growing status of multi-media sharing services in 2.0 crisis 多媒体分享在2.0时代危机处理中的地位日趋上升 Online Album Video Sharing BBS/Forum IWOM quotes (link) 晕,揭发的好! It is good to disclose such situation! 千万别买LG的东西 Please don’t buy LG product anymore. Summary Nov,2006 dennon4080 (yahoo ID) uploaded 44 pictures of LG product renewal factory Jan,2007 “League to expose LG‟s problem” , a group of former LG employees, disclosed that LG has been renewing old products for more than 8 years Jan,2007 Many BBS such as YESKY, China, Tianya, Xcar copy / pasted this post which replied by many angry consumers Feb,2008 LG renewal factory video exposed on video sharing sites such as KU6 and 6rooms | Source: March, 2007
  • 10. IWOM WATCH 2006 - 2010 10 ay 21 st May 21 st May 21 st 2.0时代下的品牌危机 The growing status of multi-media sharing services in 2.0 crisis 多媒体分享在2.0时代危机处理中的地位日趋上升 网络相册 视频分享 论坛 网络口碑摘录(link) 晕,揭发的好! It is good to disclose such situation! 千万别买LG的东西 Please don’t buy LG product anymore. 概要 11/2006 dennon4080 (yahoo ID)上传了44张LG产品翻新工厂的照片 01/2007 “揭批LG联盟” ,一帮LG前雇员爆料,8年多前LG就开始操作旧产品翻新再销售 01/2007 各大论坛,如天极网, 中国网, 天涯, 爱卡汽车网纷纷转载此贴,引来大批愤怒的消费者围观 02/2007 LG翻新工厂的相关视频在酷6和6间房泄出 | 来源:2007年3月刊
  • 11. IWOM WATCH 2006 - 2010 11 ay 21 st May 21 st May 21 st 2.0时代下的品牌危机 The growing status of multi-media sharing services in 2.0 crisis 多媒体分享在2.0时代危机处理中的地位日趋上升 CIC View It is not surprising to see another 2.0 crisis ignited through online social media like BBS and Blog. But it is interesting to see the active/key role of Video Sharing and Photo Sharing service in this case. This could be a signal that multimedia sharing services would be a big negative buzz source against company. Rich content‟s impact on netizens is direct and make the content more trustworthy (seeing is believing…)and anyone with appropriate hardware and internet connection can easily do this. If consumers are getting more and more used to expressing their complaints through the multimedia content sharing platforms, the crisis result could be much more powerful than the pure text‟s influence on BBS and Blog. Receipt for refurbish Refurbishing in action A refurbishing store | Source: March, 2007
  • 12. IWOM WATCH 2006 - 2010 12 ay 21 st May 21 st May 21 st 2.0时代下的品牌危机 The growing status of multi-media sharing services in 2.0 crisis 多媒体分享在2.0时代危机处理中的地位日趋上升 翻新收据 翻新进行中 某翻新仓库 CIC 观点 论坛、博客等在线社会化媒体引发了又一例2.0危机并不稀奇,有趣的是视频和照片的分享在此次事件中起到了关键作用。这标志着 多媒体分享作为消极传播源,对公司而言势必不容小觑。丰富内容带给网民的影响直接有效,且令其资讯的可信度更高(眼见为实 …),任何持有相关设备并能联网的人都可以轻易地传播。如果消费者越来越习惯于运用多媒体分享平台来表达不满,其在论坛和博 客上所造成的危机后果将远远超出平白直叙的文字。 | 来源:2007年3月刊
  • 13. IWOM WATCH 2006 - 2010 13 Summary On May 21st, two leading Chinese Internet Security companies 360 and Kingsoft started an online PR war by targeting each others‟ products. During this event both 360 Safety Guard Chairman, Zhou Hongyi, and the CEO of Kingsoft Antivirus, Wang Xin, continuously updated their QQ micro blogging pages making their respective cases. Following on from this, two other Internet security companies Keniu Antivirus and Maxthon Browser then also proceeded to join in on this PR war, attracting further attention from netizens. PR war between 360 Safety Guard and Kingsoft Antivirus via microblogs 360安全卫士与金山毒霸陷微博公关战 Kingsoft claimed that 360 persuaded netizens to uninstall Kingsoft products 360 and Kingsoft started to accuse each other through QQ microblog Keniu Antivirus disclosed 360‟s malicious interception, other software also joined in the war Expansion of this PR war between 360 and Kingsoft May 21 st May 25 th May 25 th May 27 th 2.0时代下的品牌危机 | Source: June, 2010
  • 14. IWOM WATCH 2006 - 2010 14 PR war between 360 Safety Guard and Kingsoft Antivirus via microblogs 360安全卫士与金山毒霸陷微博公关战 金山声称360安全卫士借口安全问题诱使用户强行 卸载金山网盾 360与金山相互指责,在腾讯微博展开口水战 可牛杀毒揭露360恶意拦截,其他软件也随后加入混战 360金山公关战进一步扩大化 5月21日 5月25日 5月25日 5月27日 2.0时代下的品牌危机 概要 5月21日,两家中国互联网安全公司,奇虎360和金山安全以互相抨击对方产品拉开公关战。此次事件中,奇虎360董事长周鸿祎和金 山安全CEO王欣,不间断地通过腾讯微博表明各自的立场。 与此同时,另外两家互联网公司可牛杀毒和遨游浏览器也先后加入混战,引起网民的更多关注。 | 来源:2010年6月刊
  • 15. IWOM WATCH 2006 - 2010 15 IWOM quotes This is nothing bad with this war, at least Mr. Zhou revealed some inside stories which we would never know.口水战也没什么不好,最起码老周曝光了一些 我们从来不知道的黑幕,让我们看的更清。Link I checked both of their micro blogging, Zhou had more attacking words of Kingsoft.看了一下周鸿祎和 王欣的微博,周鸿祎基本上所有都在攻击金山,而王 欣攻击360的却比较少。哎! Link Internet belongs to everyone and we need to develop together, those who want to occupy alone would fail first. 网络是大家的,要共同发展,谁想独吞,谁就先 倒下 Link Would you keep focus on this war? Who do you think would be the casualty? Do you wish to see this war all the time? Has micro blogging became an important public opinion platform? Yes No Yes No Yes No Not concern Kingsoft 360 Netizens 45.05% 54.95% 66.78% 33.22% 27.48% 10.36% 62.16% 26.46% 63.85% 9.68% CIC View More and more brands started to use microblog as a promotion platform. In this PR war case, Zhou Hongyi set a negative example in using this platform. As CEO of a company, attacking other companies or products via microblog would certainly cause negative impact, so that it would also have negative impact on its own brand. No matter spokesperson or employee of a company needed to learn how to use microblog properly, which would help the brand build a good image on the Internet. An Open Fight Between Factions The First Time Microblog Became The Battlefield of Public Opinion 2.0时代下的品牌危机 PR war between 360 Safety Guard and Kingsoft Antivirus via microblogs 360安全卫士与金山毒霸陷微博公关战 | Source: June, 2010
  • 16. IWOM WATCH 2006 - 2010 你会持续关注360金山口水战吗? 你认为谁是真正的受害者? 你是否希望类似口水战不断上演? 你认为微博已成为重要的舆论平台吗? 会 不会 是 否 希望 不希望 无所谓 金山 360 网民 45.05% 54.95% 66.78% 33.22% 27.48% 10.36% 62.16% 26.46% 63.85% 9.68% CIC 观点 越来越多品牌开始使用微博作为营销平台。此次公关战中,周鸿祎树立了运用微博平台的反例。作为公司CEO,在微博攻击其他公司 或产品必然带来负面影响,自家品牌也会因此受到牵连。无论公司的发言人还是普通员工,都应该学习如何恰当地使用微博,这将有 助公司在互联网上建立良好的品牌形象。 两大派系癿公开较量 微博首次成为公众表达意见癿战场 2.0时代下的品牌危机 网络口碑摘录: This is nothing bad with this war, at least Mr. Zhou revealed some inside stories which we would never know.口水战也没什么不好,最起码老周曝光了一些 我们从来不知道的黑幕,让我们看的更清。Link I checked both of their micro blogging, Zhou had more attacking words of Kingsoft.看了一下周鸿祎和 王欣的微博,周鸿祎基本上所有都在攻击金山,而王 欣攻击360的却比较少。哎! Link Internet belongs to everyone and we need to develop together, those who want to occupy alone would fail first. 网络是大家的,要共同发展,谁想独吞,谁就先 倒下 Link 16 PR war between 360 Safety Guard and Kingsoft Antivirus via microblogs 360安全卫士与金山毒霸陷微博公关战 | 来源:2010年6月刊
  • 17. IWOM WATCH 2006 - 2010 2.0时代下的品牌危机 17 First Crisis2.0 case in 2007: Starbucks in forbidden city 星巴克的故宫危机 PV: 556,480 Reply: 2,711 CCTV Anchor Rui Chenggang writes an blog article, asking Starbucks to move out of the Forbidden City in Beijing Sample Link: 1, 2 Netizens start actively discussing about this incident, and much of the buzz is negative against Starbucks Sample Link: 1,2 Online and Offline mainstream media start reporting this incident. Forbidden City palace is considering closing the Starbucks outlet on its grounds IWOM quotes (Viewers‟ comments on Rui Chenggang‟s Blog) 支持到底。希望更多的人看到。/ I will support you on this without any doubt. And I hope more people will see your article. 让我感觉到什么是民族感, 什么是自尊心 / You make me feel and understand the meaning of National Pride and self-esteem. | Source: January, 2007
  • 18. IWOM WATCH 2006 - 2010 In the "old days," a company crisis typically started in traditional media, and then was amplified via on BBS and Blogs. "Black March" of 2005 with SK-II, Heinz, KFC and others offer plenty of cases. And this is what we call crisis 1.0. Now, more and more, crisis' are actually starting on BBS or blogs. In the U.S., it started with Kryptonite. Then, Dell Hell, and more recently Comcast and AOL. For overview in China, see Business Week . Also, see our analysis here and here. This new era of crisis is 2.0 now. 2.0时代下的品牌危机 18 First Crisis2.0 case in 2007: Starbucks in forbidden city 星巴克的故宫危机 Crisis 2.0 Crisis starts on blog / BBS, and then is picked up by mainstream media Crisis 1.0 Crisis 2.0 | Source: January, 2007
  • 19. IWOM WATCH 2006 - 2010 CIC View In the user-friendly web 2.0 era, news is much more easily to spread since every netizen can be online content contributor. Under this situation, companies will face more risk when negative news breaking out. And netizens are active and vocal when it comes to business comment, especially the comment on well-known companies. Brands like VW, Dell, KFC have already experienced the power of social media. • Providing real-time response to the internet now becomes the very necessary capability of each company, and PR agency. • Definitely, companies should be tracking, but it is not necessarily true they need to always respond. Not every complaint online is a crisis. Posting a response on a blog or in a forum can lead to even more problems. • In the case of Starbucks, it is important to remember that the "crisis" is now a "mainstream" crisis, not just one sitting in social media. Decisions on how to react should be made based on a full understanding from a PR perspective (and sometimes legal), not just an online perspective, and in this age of Crisis 2.0, decisions should be made fast. This is another reason why PR firms need to "get" social media. If they don't, the social media is going to "get" them. 2.0时代下的品牌危机 19 First Crisis2.0 case in 2007: Starbucks in forbidden city 星巴克的故宫危机 | Source: January, 2007
  • 20. IWOM WATCH 2006 - 2010 2.0时代下的品牌危机 20 Toyota HighLander faces “Fail-to-Climb Gate" 汉兰达遭遇爬坡门 Summary Mr. Xia, the owner of a Toyota HighLander 2.7 in Wenzhou discovered that he could not drive up a 30- degrees slope and that other cars including the tiny Chery QQ could easily scale. He then checked with car distributor 4S for explanation, but did not get reasonable answers. After the issue was exposed by local TV media, the video quickly found its way online and spread widely to mainstream communities such as Xcar (Link), which of course led to a big stir with over 200,000 posts in December. Netizens even organized large-scale field tests to verify. It is rumored that the company tried to control this situation by blocking traditional media and that sparked anger within the community, leading to spoofing of the brand. IWOM quotes: Subject:汉兰达爬坡门 / HighLander “Fail-to-Climb Gate”(Link) Reply:8,215 PV: 1,553,838 Quote: 屏蔽,封口,丰田真的能横着在中国走吗。/ I cannot believe that Toyota can be so arrogant in China. (Link) Only HighLander 2.7 could not climb this slope Netizens made “egao” of this issue Don‟t laugh at me, I just cannot climb the slope only Many netizens organized field tests Evoked over 200,000 posts about this issue | Source: December, 2009
  • 21. IWOM WATCH 2006 - 2010 CIC View The community is the media. We have seen in the case of Highland “Fail-to-Climb Gate”, although the brand tried to block traditional media, netizens were still able to express their opinions on various online communities. The action of blocking traditional media and keeping silence did not go down well with netizens. It led to increased negative attitudes towards the brand and the issue became a sticky situation. In fact, such issues for brands are not new. We saw Polo having issues in 2006 and we wrote about Crisis 2.0 in 2007. Many thoughts were actually generated by netizens on what the brand should do in such situations. There were expectations that the company could pay attention to suggestions and be more proactive. Prompt reactions from officials about the issue would be welcomed by netizens. To avoid a crisis, companies should examine reactions online and take appropriate actions. 2.0时代下的品牌危机 21 Toyota HighLander faces “Fail-to-Climb Gate" 汉兰达遭遇爬坡门 IWOM quotes: 丰田解决问题的方法让我们相当的失望,不但没有通过积极的对话来解决车 主的问题,而是一味的采取“危机公关”. / I was disappointed with Toyota, as it just took crisis PR action to deal with this issue, instead of active communication with car owners.(Link) 希望你们正视车的问题,妥善解决,至少有改进的想法和意图,并能化做行 动。我们只要你轻轻的一句问候,一个解释./ We wish that you could face the problem of car and solve it appropriately. What we only want is your explanation.(Link) Netizens’ attitude 1. Unsatisfied with the brand’s action 2. Hoped the communication and explanation | Source: December, 2009
  • 22. IWOM WATCH 2006 - 2010 IWOM WATCH 附录 2006 – 2010 所有网络口碑网论观察月刊主题 2006年 7月(上) - 全球最热博客主人徐静蕾成为AMD代言人 7月(下) - 欢迎迚入危机2.0时代 8月(上) - 莱卡好男儿易趌开店 8月(下) - 谁说一线品牉才有粉丝军团?奇瑞 “新奇军” 军号嘹亮 9月(上) - “门”事件频繁现身网络 9月(下) - 最高通缉 – 视频追击雅阁女 10月(上) - 什么样癿企业博客适吅你癿公司? 10月(下) - 肯德基产品广告网络质疑绵延丌断 11月(上) - 品牉不网络意见领袖癿吅作基础 – 意见独立性 11月(下) - 电子消贶品零售巨头赞助网络社区意见领袖博客 12月(上) - 上海大众将品牉体验延伸至虚拟游戏丐界 2006下半年刊 (7月 - 12月) 7月(上) - MySpace中国取代奇虎成为MSN社区频道吅作伙伴 7月(下) - 危机可能通过仸何渠道来传播 8月(上) - 与业爆吧组织-逐渐得势癿破坏力量? 8月(下) - 百度知道里癿肯德基均衡饮食 9月(上) - 吃麦当劳汉堡得淘宝抵用券 9月(下) - 从”晒客“到”晒黑“族 10月(上) - 网络实名制能否强化社交网站根基? 10月(下) - IBM计划扫除虚拟丐界间癿障碍 11月(上) - 网民衷于参不富有争议性癿品牉相兰讨论 11月(下) - 网络口碑让奥妙修改其电视广告 12月(上) - Ku6通过”拍客” 概念激发网民讨论 12月(下) - 摩托罗拉牵手兔斯基网络营销Q8 2007下半年刊 (7月 - 12月) 2007年 1月(上) - 聚吅新旧媒体-快速发展癿网络视频分享服务 1月(下) - 2007年首例Crisis2.0: 故宫星巴兊 2月(上) -年轻一代引领地斱时尚网站 2月(下) - 首届播客昡晚:我癿昡晚我做主 3月(上) - 多媒体分享平台日益显露危机制造者本色? 3月(下) - 戴尔直通车: 戴尔发布中文版公司博客 4月(上) - 网民对奖品幵丌总是趋乊若骛 4月(下) - 快餐业巨头拥抱网络互动 5月(上) - 别兊凯越HRV再掀真人秀热潮 5月(下) - 问答DIY-网民癿问题网民答 6月(上) - 魅族平台 - 品牉化癿粉丝社区 2007上半年刊 (1月 - 6月) 2008年 1月(上) - 追客 - 我追, 我追, 我追追追! 1月(下) - “爆吧“成为更多网民宣泄愤怒癿手段 3月(上) - 陈冠希艳照事件同时引发时尚话题 3月(下) - 日渐流行癿虚拟礼物 4月(上) - 达人活动: 一种简单即有效癿营销斱式 4月(下) - 最热古汉字“囧”引领新潮网络文化 5月 - 特别版 - 互联网及网络口碑全面直击四川地震 6月(上) - 黄氏激情解说,尽在新浪欧洲杯在线直播 2008上半年刊 (1月 - 6月) 7月(上) - 网民对于品牉活动滥用网络诧言表示反感 7月(下) - 宽带山为其网站主办环保袋癿设计、评选和销售活动 8月 - 北京奥运真正赢家:阿迪达斯还是李宁? 9月(上) - 首批90后大学生宣言:我们就是丌一样! 9月(下) - 仂天你SNS了吗? - 火热SNS在中国 10月(上) - 虚拟紫禁城上线 10月(下) - 微软黑屏行动在中国 11月(上) - 社交网站能否有潜力成为有影响力和 公信力癿点评站点? 11月(下) - 网民热捧山寨版昡晚 2008下半年刊 (7月 - 12月) 2009年 1月 - 火爆!仂年年货网上买 2月 - 各大搜索引擎情人节图案浪漫绽放 3月 - 新东斱打造教育2.0 4月 - 网民狂欢在愚人节 5月 - “悦活”果汁,丌仁仁在开心花园受到兰注 6月 - 社会化媒体网越来越贴近我们癿生活 2009上半年刊 (1月 - 6月) 7月 – 我们都在互联网“生活” 8月 - 在线娱乐新斱式 9月 – 我们是中国年轻一代! 10月 – 永丌停歇癿互联网迚化叱 11月 – 互联网对线下活动癿影响日渐扩大 12月 – 仂天你“低碳”了吗? 2009下半年刊 (7月 - 12月) 2010年 1月 – “快”就一个字 2月 – 互联网危机预警 3月 – 网民癿力量 4月 – 互联网创意无限 5月 - “团贩”正流行 6月 - “69圣战” 一触卲发 7月 – 仂天你凡客了吗
  • 23. IWOM WATCH 2006 - 2010 IWOM WATCH APPENDIX Year 2006 Jul (1st) - AMD chooses world‟s hottest blogger Xu Jinglei as spokesperson Jul (2nd) - Welcome to the crisis 2.0 era Aug (1st) - Lycra My Hero – new business on eBay Aug (2nd) - Only great brands have online fan base? The Chery Army sounds-off online Sep(1st) - “Gate” incidents frequently appears online in 2006 Sep(2nd) - Most wanted – hunt Accord Girl through video Oct(1st) - What kind of corporate blog fits your company? Oct(2nd) - KFC‟s Cyberspace Woes Continue Nov(1st) - Want to engage / cooperate with e-fluencers? Let them stay independent for credibility Nov(2nd) - Electronics retailer BestBuy sponsors gadget shopping blog – e-fluencers‟ voice matters Dec(1st) - Shanghai VW extends POLO experience into virtual gaming world 2006 2nd half year review (Jul - Dec) 2006 – 2010 Topics of IWOM watch Year 2007 Jan (1st) - Converge the new and the old – online Video Sharing Service Jan (2nd) - First Crisis2.0 case in 2007: Starbucks in Forbidden City Feb (1st) - Popular local site dominated by young fashionable generation Feb (2nd) - Netizens created their own Spring Festival Gala Mar (1st) - The growing status of multi-media sharing services in 2.0 crisis Mar (2nd) - Dell launches Direct2Dell Chinese Apr (1st) - Rewards are not always embraced by netizens Apr (2nd) - Fast-food giants enjoy online interaction May (1st) - Buick Excelle HRV drives The Truman Show May(2nd) - Time for Q&A DIY Jun (1st) - Meizu platforms - a case about branded destination for fans 2007 1st half year review (Jan - Jun) Jul (1st) - MSN and MySpace have entered a partnership Jul (2nd) - Crisis spreading through expanding IWOM landscape Aug (1st) - “Forum Crushing Groups” – a rising destructive power? Aug (2nd) - KFC nutrition page on Baidu Zhidao Sep(1st) - Eat McDonalds hamburger and get Taobao coupon Sep(2nd) - From “Shai Ke” to “Shai Hei” Oct(1st) - Will real name system strengthen social network sites? Oct(2nd) - IBM plans to remove the blocks between different virtual worlds Nov(1st) - Netizens love joining in controversial brand related conversation Nov(2nd) - IWOM made OMO change its TVC? Dec (1st) - Ku6 triggered netizens‟ buzz through “Paike/拍客” concept Dec (2nd) - Motorola Q8 cooperates with Tuzki 2007 2nd half year review (Jul - Dec) Year 2008 Jan (1st) - Zhui Ke (追客) – Let‟s Chase Jan (2nd) - “Forum Crushing” – a way for netizens to express their dissatisfaction Mar (1st) - Edison Chen Photo Gate incident is not just about celebrities Mar (2nd) - Virtual Gifts: Campaigns and SNS integrate popular Internet trend Apr (1st) - Da Ren Activity: A simple but effective marketing approach Apr (2nd) - “囧 (Jiong)”, one of the oldest Chinese characters, now leads a new wave of net culture May Special Edition - Internet and IWOM shape the Sichuan earthquake aftermath Jun (1st) - Sina hires sports commentator favored by netizens 20081st half year review (Jan - Jun) Jul (1st) - Netizens criticize the misuse of net language in brands advertisements Jul (2nd) - In response to plastic bag ban, Chinese netizens go green on BBS communities Aug (1st) - The IWOM winner in 2008 Beijing Olympics, Adidas or Li Ning? Sep(1st) - First 90‟s kids start college - “We are 90s, we are unique!” Sep(2nd) - SNS applications target engaged consumers Oct(1st) - The Forbidden City virtual game Oct(2nd) - Microsoft releases “Black Screen” in China Nov(1st) - SNS encourages netizens to write reviews and express opinions Nov(2nd) - The Shan Zhai Spring Festival Gala highly anticipated by netizens 2008 2nd half year review (Jul - Dec) Year 2009 Jan - Spring Festival online markets explode in popularity Feb - Valentine logos on search engines creates buzz online Mar - Education 2.0: New Oriental Promotes Q&A services Apr - April Fools‟ Day - A festival for netizens May - Lohas juice successfully promotes its brand on the game „Kaixin Garden‟ Jun – Social Media Getting Closer to Real Life 2009 1st half year review (Jan - Jun) Jul – When We Live Together Online Aug – The Birth of New Entertainment Ways Sep – We are the Chinese Youth Generation! Oct – The Ever Evolving Internet Nov – Internet amplifies the impact of offline events Dec - “Have you been „low-carbon‟ today?” 2009 2nf half year review (Jul - Dec) Year 2010 Jan - Faster, Faster and Faster Feb - Ahead of crisis Mar – The power of netizens Apr – The Internet can be infinitely creative May – Making sense of “Tuan Gou” Jun – Break out of “69 Jihad” Jul – Have you VANCLIZED
  • 24. IWOM WATCH 2006 - 2010 IWOM WATCH 更多了解CIC Know more about IWOM Round table: 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. Know more about IWOM White paper 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. 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. CIC 2010 Syndicated reports 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. 了解IWOM圆桌会议: IWOM囿桌会议 (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发起幵组织癿网络口碑相兰行业和客户互动交流癿平台, 该平台旨在兯享网络口碑(IWOM)最新信息、讨论网络口碑(IWOM)发展过程中癿遇到癿问题不研究癿成果,帮助推动网络口碑(IWOM)行业癿日 臻成熟不完善。 了解IWOM白皮书: 在CIC,我们思考兰于网络口碑癿一切。CIC知识管理中心都会丌断整理在中国网络口碑研究领域宝贵癿经验,基于市场调研、信息技术、社会学、统计 学等领域多样化癿研究斱法,同时引迚先迚思想和革命性概念,定期发布高质量癿CIC网络口碑白皮书系列,丌断向客户以及网络口碑研究不咨询行业分 享CIC癿网络口碑信息精髓以及开拓性癿理念体系,推动在网络口碑领域癿发展。 申请IWOMmaster ID卲可第一时间获得最新癿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…) CIC 2010年行业报告: CIC发布了2010年新版行业报告,内容涉及目前广受瞩目癿行业和话题,包括SNS, 护肤, 护发及IT笔记本),欲了解详情可访问我们癿与题页面。
  • 25. IWOM WATCH 2006 - 2010 IWOM WATCH ABOUT CIC 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. 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. 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. Website: www.ciccorporate.com Blog: www.seeisee.com Service platform: www.iwommaster.com IWOMdiscover: discover.iwommaster.com IWOMexplorer: explorer.iwommaster.com t.sina.com.cn/seeisee www.douban.com/host/cic www.slideshare.net/CIC_China www.tudou.com/home/iwomchina @cicdata CIC_CN www.linkedin.com/companies/359113 Founder blog: www.seeisee.com/sam
  • 26. IWOM WATCH 2006 - 2010 IWOM WATCH 关于 CIC CIC是中国领先癿与业从事互联网、社会化媒体以及网络口碑(IWOM)研究癿咨询公司,为客户提供定制化研究咨询服务、标准化行业 报告、技术解决斱案以及在线数据分析平台等产品和服务。作为网络口碑行业癿领导者,CIC自2004年起率先投身于网络口碑领域中, 定义幵诠释了“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癿发展,以更好地将其运用于品牉公兰、行业竞 争分析、消贶者研究不产品开发、营销沟通、媒体策划及执行、营销效果评估等领域癿商业需求和战略创新,为客户和行业提供客观 癿第三斱视野。 通过自主研发癿与利文本挖掘技术和分析工具,CIC每月收集四千六百万条消贶者自发讨论,分析研究消贶者对品牉、产品以及服务癿 评价,幵帮助客户从中挖掘出价值。五年来,CIC分析存储癿各类品牉和产品相兰癿网络口碑数据总量已超过15亿,覆盖门户及垂直网 站癿论坛、博客和SNS网站等各类中国网络社区。同时,CIC特别针对不中国网络社区和中文诧义特点研发癿与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癿中国网络口碑洞察。 CIC癿长期客户和吅作伙伴包括多家财富500强跨国公司,如耐兊、百事、英特尔、欧莱雅集团、宝马、宝洁、联吅利华等,幵丏和多 家顶级代理公司建立了长期战略吅作兰系。 公司网站: www.ciccorporate.com 公司博客: www.seeisee.com IWOMmaster平台: www.iwommaster.com IWOMdiscover平台: discover.iwommaster.com IWOMexplorer平台: explorer.iwommaster.com t.sina.com.cn/seeisee www.douban.com/host/cic www.slideshare.net/CIC_China www.tudou.com/home/iwomchina @cicdata CIC_CN www.linkedin.com/companies/359113 创始人博客: www.seeisee.com/sam
  • 27. IWOM WATCH 2006 - 2010 This document is for private commercial use only. Distribution to third parties and/or publication in whole or in part is strictly prohibited without 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。 上海: Suite 108, Block A, UDC Innovative Plaza, 125 Jiangsu North Road Shanghai, China, 200042 Tel: 021-5237 3860 | Fax: 021-5237 3632 北京: 1006 / 10F, Block C, No. 60, Dongsihuanzhong Road, Chaoyang District Beijing, China, 100025 江苏北路125号华联创意广场A栋108室, 上海, 200042, 中国 电话: 021-5237 3860 | 传真: 021-5237 3632 朝阳区东四环中路60号远洋国际中心C座1006室 (100025), 北京, 100025, 中国 联络我们:info@cicdata.com

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