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  • 1. IWOM WATCH 网论观察 2006-2010 IWOM WATCH COMPILATIONS Topic3: Viral videos storm come up with brands IWOM WATCH © 2010 CIC 2006 - 2010 IWOM WATCH
  • 2. ABOUT IWOM WATCH 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分析师癿深度解诺,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热衷关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和公关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年间有关营销案例部分癿7个类别共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关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。 IWOM WATCH 2006 - 2010
  • 3. 目录 IWOM WATCH  病毒视频风暴席卷品牌而来  P6 嘉士伯病毒视频走红网络  P10 诹基亚病毒视频风靡网络  P14 看公司如何迚一步运用视频分享网站 - CEO通过视频分享网站向顾客道歉  P15 京城地铁甩手男视频网上走红  P17 看公司如何迚一步运用视频分享网站 -切尔西俱乐部在YouTube开设与属频道 IWOM WATCH 2006 - 2010
  • 4. CONTENTS IWOM WATCH  Viral videos storm come up with brands  P5 Carlsberg viral video  P9 Nokia's Viral Videos generate intense buzz  P13 What are companies doing on video sharing sites - jetBlue airlines CEO apologized to passengers through YouTube  P15 “Arm-Swinging Man” gains rapid popularity online  P17 What are companies doing on video sharing sites - Chelsea FC launched its own channel on YouTube IWOM WATCH 2006 - 2010
  • 5. 病毒视频风暴席卷品牌而来 Carlsberg’s viral videos gains popularity online 嘉士伯病毒视频走红网络 IWOM quotes IWOM quotes IWOM quotes 这是冰纯嘉士伯送给球迷的礼物吗?Link 我始终相信中国队早晚有一天会夺得世界 太无聊了,做一个就好了,老做这种有什 Is this a gift that Carlsberg gave to the 杯冠军的!Link I still believe that China 么意思了Link One video is enough. Why Chinese football fans? would win the World Cup someday! always doing this. It’s meaningless. Summary During the World Cup, Carlsberg launched three viral videos for Chinese football fans. In these videos, China took on world class football teams such as Argentina, France and Brazil in competitions such as “mahjong, chafing-dish and ping-pong”, in an effort to promote the Carlsberg brands spirit – “have fun”. In addition to creating lots of buzz online the majority of comments posted around the vials were positive and netizens liked how the brand addressed Chinese football fans‟ dreams of winning the World Cup. However, a few netizens did feel aesthetic fatigue, as they felt that one spoofing video was enough and that repeated videos in the same style only made them feel bored. IWOM WATCH 2006 - 2010 | Source: June, 2010 5
  • 6. 病毒视频风暴席卷品牌而来 Carlsberg’s viral videos gains popularity online 嘉士伯病毒视频走红网络 网络口碑摘录 网络口碑摘录 网络口碑摘录 这是冰纯嘉士伯送给球迷的礼物吗?Link 我始终相信中国队早晚有一天会夺得世界 太无聊了,做一个就好了,老做这种有什 Is this a gift that Carlsberg gave to the 杯冠军的!Link I still believe that China 么意思了Link One video is enough. Why Chinese football fans? would win the World Cup someday! always doing this. It’s meaningless. 概要 在世界杯比赛期间,嘉士伯为广大的中国球迷发布了三个病毒视频。在这些视频里,中国队与同一小组里的世界一流强队,阿根廷队、 法国队和巴西队进行麻将,吃火锅与乒乓球比赛,并获得了最终胜利。努力传达出嘉士伯“玩乐”的品牌精神。 除了制造大量的在线舆论,大多数评论所透出的都是一种肯定的态度。网民们很喜爱这种品牌传达中国球迷对于赢得世界杯梦想的行 为。然而,有一些网民却感觉审美疲劳。因为他们认为,一个恶搞视频已经足够,那些不断重复的同一风格的影片只会让他们厌烦。 IWOM WATCH 2006 - 2010 | 来源:2010年6月刊 6
  • 7. 病毒视频风暴席卷品牌而来 Carlsberg’s viral videos gains popularity online 嘉士伯病毒视频走红网络 Sony Ericsson Viral Video Nokia Viral Video IWOM quotes IWOM quotes 哈哈,笑死我了 Link 看样子是本人,不过最 It’s so funny! It’s really 后的诺基亚乐随享告诉 killing me! 我是广告 Link 太帅了 爱死他了 姿势 It was Csun Yuk 那么帅 Link Zhang himself. But the The way he played title in the end of the cell phone was so cool. video “Nokia music I love it. sharing” showed it was a commercial. CIC View More and more brands are using viral videos to build their brand images online or to promote their products i.e. Sony Ericsson, Nokia, Alibaba and Cruze. And while some of them due to having innovative ideas are praised, others are often criticized for being too commercial and cheap making it harder for brands to attract the exposure originally sought. Carlsberg wisely chose the World Cup to spread its concept of “having fun”, and hence the videos focused on the Chinese netizens‟ interests rather than the actual topic itself. We suggested that if brands want to create viral videos that they first look to see what online videos or discussion are popular among their target audience and then following on form this they create viral videos around these topics. IWOM WATCH 2006 - 2010 | Source: June, 2010 7
  • 8. 病毒视频风暴席卷品牌而来 Carlsberg’s viral videos gains popularity online 嘉士伯病毒视频走红网络 索爱病毒视频 诺基亚病毒视频 网络口碑摘录 网络口碑摘录 哈哈,笑死我了 Link 看样子是本人,不过最 It’s so funny! It’s really 后的诺基亚乐随享告诉 killing me! 我是广告 Link 太帅了 爱死他了 姿势 It was Csun Yuk 那么帅 Link Zhang himself. But the The way he played title in the end of the cell phone was so cool. video “Nokia music I love it. sharing” showed it was a commercial. CIC 观点 众多品牌开始将病毒性视频作为促进某些产品销售的一种手段。例如,索爱、诺基亚、阿里巴巴和科鲁兹。虽然其中一些由于作品所 散发出的创新概念而受到赞扬,但是其他的视频却经常被批评为过于商业和廉价,这无疑加大了品牌吸引公众注意的难度。 嘉士伯明智地选择了在世界杯期间传播其“玩乐”的概念,因此,这个视频的重点是中国网民的兴趣所在,而不是作品主题本身。我 们建议,如果品牌想要制造病毒视频,首先请仔细研究他们目标受众之中什么样的在线视频或讨论是受欢迎的,然后按照这个形式, 围绕相关主题制造病毒视频。 IWOM WATCH 2006 - 2010 | 来源:2010年6月刊 8
  • 9. 病毒视频风暴席卷品牌而来 Nokia's Viral Videos generate intense buzz 诺基亚病毒视频风靡网络 IWOM quotes: IWOM quotes: 是广告哇,不过挺好玩 恶心了,很单纯的行为 的,呵Link 被贴上了商业的标 This is a commercial 签…… Link and it’s very It’s disgusting to make interesting. such a simple action into a commercial. 很明显是个很牛B广告! Link 诺基亚你有病吧。铁公 Obviously, this is a 鸡。 Link cool commercial. What’s wrong with Nokia. Cheapskate. Summary Nokia launched two viral videos for the X6 model. One video features well-known singer Zhang Zhenyue acting as a lounge singer performing for spare change in an underground passage in Beijing. The other one has famous actress and singer Karen Mok show up at a girls‟ dormitory. Nokia‟s viral videos were innovative and generated hot online buzz. The overall online buzz regarding Nokia‟s commercials was positive. The videos were considered innovative, interesting and cool, especially Karen Mok‟s video which was praised for being surprising and remarkable. However, Zhang Zhenyue‟s video received some negative feedback, being perceived as considered too commercial and cheap. IWOM WATCH 2006 - 2010 | Source: May, 2010 9
  • 10. 病毒视频风暴席卷品牌而来 Nokia's Viral Videos generate intense buzz 诺基亚病毒视频风靡网络 网络口碑摘录: 网络口碑摘录: 恶心了,很单纯的行为 是广告哇,不过挺好玩 被贴上了商业的标签 的,呵Link …… Link This is a commercial It’s disgusting to make and it’s very such a simple action into interesting. a commercial. 很明显是个很牛B广告! 诺基亚你有病吧。铁公 Link 鸡。 Link Obviously, this is a What’s wrong with cool commercial. Nokia. Cheapskate. 概要 诺基亚发布了2则病毒视频为其新手机X6宣传造势,其中一则由知名歌手张震岳饰演在北京地下通道卖唱的街头艺人。另一则视频是著 名影歌双栖艺人莫文蔚现身女生宿舍。诺基亚的病毒视频颇具创意并成功引发网络热议。 诺基亚此次商业行为在网络上收获的言论大多是正面的。网民普遍认为这些视频有创意,有意思,很酷,尤其莫文蔚的惊艳露面让人印 象深刻。不过,也有一些负面言论指责张震岳的视频太过商业化而显得廉价。 IWOM WATCH 2006 - 2010 | 来源:2010年5月刊 10
  • 11. 病毒视频风暴席卷品牌而来 Nokia's Viral Videos generate intense buzz 诺基亚病毒视频风靡网络 Nokia Bruce Lee Viral Video Cruze Viral Video Alibaba Viral Video CIC View Viral videos are videos which spread as fast as a virus to build brand image or promote products. CIC has been watching this aspect for several years. Through the immense coverage and amazing propagation velocity of viral videos, the effect of a certain promotion or campaign can be seriously enhanced. Nokia isn‟t the first brand that takes on this alternative marketing approach, nor the most successful one. Brands like Baidu, Alibaba and Cruze had promising experiences in this field. However, not every viral video used for commercial purposes is helpful. Viral videos are a double-edged sword. If the viral video is not carrying a positive image of the brand or product, the crisis will spread even faster than rumors. Whether a viral video is a good influencer for brands or not depends on the content and design. As we suggested, brands should pay more attention when planning and designing viral videos. IWOM WATCH 2006 - 2010 | Source: May, 2010 11
  • 12. 病毒视频风暴席卷品牌而来 Nokia's Viral Videos generate intense buzz 诺基亚病毒视频风靡网络 Nokia 李小龙 病毒视频 Cruze 病毒视频 阿里巴巴 病毒视频 CIC 观点 病毒视频是指利用病毒扩散般超速传播的视频来建立品牌形象或推广产品。CIC关注此类商业活动多年。 病毒视频覆盖广泛,蔓延迅猛, 借此推动的营销和活动影响力倍增。诺基亚不是第一个吃螃蟹的品牌,也不是推广最成功的品牌。百度,阿里巴巴,雪佛兰Cruze都有 不俗的先例。 然而,并非所有商业性质的病毒视频都奏效。病毒视频是把双刃剑,如果视频内容没有从正面彰显品牌/产品形象,所引发的危机甚至 比流言蜚语的传播还要快。病毒视频的内容对品牌形象的塑造是否有益,取决于视频内容和构思。因此,品牌在规划和设计病毒视频时 一定要谨慎。 IWOM WATCH 2006 - 2010 | 来源:2010年5月刊 12
  • 13. 病毒视频风暴席卷品牌而来 What are companies doing on video sharing sites – jetBlue airlines CEO apologized to passengers through YouTube 看公司如何进一步运用视频分享网站 - CEO通过视频分享网站向顾客道歉 IWOM quotes (link) ay 21 Summary st Netizen: xjaspx David Neeleman, the founder and CEO of jetBlue Airways apologized to consumers for the I will still fly jetBlue, massive flight cancellations and delays that were even though the precipitated by a fierce winter storm. In addition May 21 st airline kinda screwed to running an apology in newspapers, Neeleman up the past few days. also used of YouTube, the most influential video Thank you jetBlue for sharing site, to reach his customers. This jetBlue recognizing a problem uploaded video “Our promise to you” has been and doing something May 21 st viewed almost 270,000 at the time of writing. about it! CIC View There are several advantages for company to practice a crisis-response on video sharing sites: • putting the video on the index page of hottest video sharing sites could get mass attention • it can get attention of those who pay more attention to non-traditional media channels (i.e. China netizens) • it could be much more cheaper than broadcasting it on TV • most importantly, video sharing sites‟ sharing and comment function could facilitate netizens‟ good buzz (jetBlue video got 468 comments by March 13) immediately which could ultimately turn such PR response into a big viral event for companies For jetBlue, it not only has the right attitude, but also the powerful tool to leverage its promise to customers. IWOM WATCH 2006 - 2010 | Source: February, 2007 13
  • 14. 病毒视频风暴席卷品牌而来 What are companies doing on video sharing sites – jetBlue airlines CEO apologized to passengers through YouTube 看公司如何进一步运用视频分享网站 - CEO通过视频分享网站向顾客道歉 ay 21 st 网络口碑摘录(link) 概要 网民: xjaspx 大卫尼尔曼,jetBlue航空公司创始人兼首席执行 官,对暴风雪造成的大量航班取消和延误向顾客 我依然会选择jetBlue 表示歉意。除了在报纸上致歉,尼尔曼同时也选 May 21 st 航空公司,尽管它前一 择了最有影响力的视频分享网站YouTube,来向 段时间有一点糟,感谢 顾客传达歉意。jetBlue航空公司上传的“我们对 jetBlue公司意识到问 您的歉意”视频访问数量至截稿时已将近 题并妥善地处理。 270,000 次。 May 21 st CIC观点 公司在视频分享网站发布危机公关回应有以下几点好处: • 在热门视频分享网站的主页发布视频有助于引起广泛关注 • 能引起那些更加关注非传统媒体渠道公众的关注(例如,中国网民) • 比电视发布更加的便宜 • 更重要的是,视频分享网站的分享与评论功能可以更好地推动网民迅速建立良好口碑 (jetBlue的视频在三月十三号之前评论数已经达到 468条),这些最终都会使公关公司的回应成为一个大型的病毒事件 对于jetBlue航空公司,这种行为不仅展现其公司的一种正确态度,而且成为了一种强有力的信用工具。 IWOM WATCH 2006 - 2010 | 来源:2007年2月刊 14
  • 15. 病毒视频风暴席卷品牌而来 “Arm-Swinging Man” gains rapid popularity online 京城地铁甩手男视频网上走红 ay 21 st IWOM quotes May 21 st iphone 里面也有这类的~/ It could be an iphone, 也可能是 because it has such kind of game link 这哥们够搞笑·· ·不过看样子不是无意之举了 / This guy is really funny, but it doesn’t seem unrehearsed. link May 21 st 真的假的呀~怎么感觉象在拍广告啊。/ Is it true? Why I feel it is like a commercial ad. link Summary An online video called “Beijing Arm-Swinging Man” (甩手男) recently earned quick popularity online. The video attracted a huge amount of visitors on video sharing sites such as Youku and Tudou, and its URL was widely forwarded via email. Online discussions around the video focused on what phone was in the video and whether it was a commercial ad or user generated content. It was soon discovered to be a viral ad produced by Sony Ericsson for its F305c mobile phone. IWOM WATCH 2006 - 2010 | Source: January, 2009 15
  • 16. 病毒视频风暴席卷品牌而来 “Arm-Swinging Man” gains rapid popularity online 京城地铁甩手男视频网上走红 Netizens’ feedback towards “Arm-Swinging Man” after knowing it was a viral ad. ay 21 st IWOM quotes: 笑死我了……不过后来看到是个宣传广告,感觉被忽悠了, May 21 st NND……又被强奸了/ It’s really funny. But after I know it was an ad, I feel I was cheated. link 广告,但是做的很没新意,很失败 / It is a video ad. But it lacks creativity. link May 21 st 实际上这个是索尼爱立信的F305C的宣传广告....但是不得不说这个 广告太失败了,完全是替他人做嫁衣,一不小心成了IPhone的广告。/ Actually, it is a viral video produced by Sony Ericsson for its F305c mobile phone. I have to say this ad is a failure. It looks like an ad for iphone. link Summary When netizens found the video was a viral ad, the buzz turned to negative. Some felt that they were cheated, some criticized the ad was lacking in creativity, and others thought the ad was unsuccessful since it looks like an ad for iphone rather than for Sony Erisson. There is a potential risk when a “supposed user generated content” turned out to be a viral ad. Netizens won‟t be against commercial, but they don‟t like being fooled. In addition, as for viral ads, clear information delivery is also important to make sure netizens not misunderstand the branding and other key elements. IWOM WATCH 2006 - 2010 | Source: January, 2009 16
  • 17. 病毒视频风暴席卷品牌而来 What are companies doing on video sharing sites - Chelsea FC launched its own channel on YouTube 看公司如何进一步运用视频分享网站 -切尔西俱乐部在YouTube开设专属频道 ay 21 st Summary May 21 st Chelsea football club has opened a specific channel on the most popular video sharing site YouTube to show archived footage and daily news, becoming the first Premier League club to do so. "We are delighted to work with YouTube," Chelsea Chief Executive Peter Kenyon said in a statement. "Chelsea is the first football club to move into what is clearly one of the fastest growing new media platforms.” CIC View One of video sharing site‟s services is to provide a code for netizens to embed the video into their personal online spaces like blog. What does it mean if 1,000 passionate fans embed a certain brand‟s awesome TVC in their blogs? 1,000 private TV stations and a widely spread but connected fan club? Brands usually do not have the big budget to broadcast a video for a long period. But, their fans/loyal consumers would probably help them spread the brand perception for as long as possible. Note: see more related analysis about making use of video sharing sites in CIC watch Jan.1-15, 2007. IWOM WATCH 2006 - 2010 | Source: January, 2009 17
  • 18. 附录 IWOM WATCH 2006 – 2010 所有网络口碑网论观察月刊主题 2006年 7月(上) - MySpace中国取代奇虎成为MSN社区频道吅作伙伱 9月(上) - 首批90后大学生宣言:我们就是丌一样! 2010年 7月(上) - 全球最热博客主人徐静蕾成为AMD代言人 7月(下) - 危机可能通过仸何渠道来传播 9月(下) - 仂天你SNS了吗? - 火热SNS在中国 1月 – “快”就一个字 7月(下) - 欢迎迚入危机2.0时代 8月(上) - 与业爆吧组织-逐渐得势癿破坏力量? 10月(上) - 虚拟紫禁城上线 2月 – 互联网危机预警 8月(上) - 莱卡好男儿易趌开店 8月(下) - 百度知道里癿肯德基均衡饮食 10月(下) - 微软黑屏行动在中国 8月(下) - 谁说一线品牉才有粉丝军团?奇瑞 “新奇军” 军号嘹亮 3月 – 网民癿力量 9月(上) - 吃麦当劳汉堡得淘宝抵用券 11月(上) - 社交网站能否有潜力成为有影响力和 9月(上) - “门”事件频繁现身网络 9月(下) - 从”晒客“到”晒黑“族 公信力癿点评站点? 4月 – 互联网创意无限 9月(下) - 最高通缉 – 视频追击雅阁女 11月(下) - 网民热捧山寨版春晚 10月(上) - 网络实名制能否强化社交网站根基? 2008下半年刊 (7月 - 12月) 5月 - “团贩”正流行 10月(上) - 什么样癿企业博客适吅你癿公司? 10月(下) - IBM计划扫除虚拟丐界间癿障碍 10月(下) - 肯德基产品广告网络质疑绵延丌断 6月 - “69圣战” 一触卲发 11月(上) - 网民衷于参不富有争议性癿品牉相关讨论 11月(上) - 品牉不网络意见领袖癿吅作基础 – 意见独立性 2009年 7月 – 仂天你凡客了吗 11月(下) - 网络口碑让奥妙修改其电视广告 11月(下) - 电子消贶品零售巨头赞助网络社区意见领袖博客 1月 - 火爆!仂年年货网上买 12月(上) - Ku6通过”拍客” 概念激发网民讨论 12月(上) - 上海大众将品牉体验延伲至虚拟游戏丐界 2月 - 各大搜索引擎情人节图案浪漫绽放 12月(下) - 摩托罗拉牵手兔斯基网络营销Q8 2006下半年刊 (7月 - 12月) 2007下半年刊 (7月 - 12月) 3月 - 新东斱打造教育2.0 2007年 2008年 4月 - 网民狂欢在愚人节 1月(上) - 聚吅新旧媒体-快速发展癿网络视频分享服务 1月(上) - 追客 - 我追, 我追, 我追追追! 1月(下) - 2007年首例Crisis2.0: 故宫星巴兊 1月(下) - “爆吧“成为更多网民宣泄愤怒癿手段 5月 - “悦活”果汁,丌仁仁在开心花园受到关注 2月(上) -年轻一代引领地斱时尚网站 3月(上) - 陈冠希艳照事件同时引发时尚话题 6月 - 社会化媒体网越来越贴近我们癿生活 2月(下) - 首届播客春晚:我癿春晚我做主 3月(下) - 日渐流行癿虚拟礼物 2009上半年刊 (1月 - 6月) 3月(上) - 多媒体分享平台日益显露危机制造者本色? 4月(上) - 达人活动: 一种简单即有效癿营销斱式 7月 – 我们都在互联网“生活” 3月(下) - 戴尔直通车: 戴尔发布中文版公司博客 4月(下) - 最热古汉字“囧”引领新潮网络文化 8月 - 在线娱乐新斱式 4月(上) - 网民对奖品幵丌总是趋乊若骛 5月 - 特别版 - 互联网及网络口碑全面直击四川地震 4月(下) - 快餐业巨头拥抱网络互动 9月 – 我们是中国年轻一代! 6月(上) - 黄氏激情解说,尽在新浪欧洲杯在线直播 5月(上) - 别兊凯越HRV再掀真人秀热潮 2008上半年刊 (1月 - 6月) 10月 – 永丌停歇癿互联网迚化叱 5月(下) - 问答DIY-网民癿问题网民答 7月(上) - 网民对于品牉活动滥用网络诧言表示反感 11月 – 互联网对线下活动癿影响日渐扩大 6月(上) - 魅族平台 - 品牉化癿粉丝社区 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 2007上半年刊 (1月 - 6月) 12月 – 仂天你“低碳”了吗? IWOM WATCH 8月 - 北京奥运真正赢家:阿迪达斯还是李宁? 2006 - 2010 2009下半年刊 (7月 - 12月)
  • 19. APPENDIX IWOM WATCH 2006 – 2010 Topics of IWOM watch Year 2006 Nov(1st) - SNS encourages netizens to write reviews and express opinions Jul (1st) - AMD chooses world‟s hottest blogger Xu Jinglei as spokesperson Sep(1st) - Eat McDonalds hamburger and get Taobao coupon Nov(2nd) - The Shan Zhai Spring Festival Gala highly anticipated by netizens Jul (2nd) - Welcome to the crisis 2.0 era Sep(2nd) - From “Shai Ke” to “Shai Hei” 2008 2nd half year review (Jul - Dec) Aug (1st) - Lycra My Hero – new business on eBay Oct(1st) - Will real name system strengthen social network sites? Aug (2nd) - Only great brands have online fan base? The Chery Army sounds-off online Oct(2nd) - IBM plans to remove the blocks between different virtual Year 2009 worlds Jan - Spring Festival online markets explode in popularity Sep(1st) - “Gate” incidents frequently appears online in 2006 Sep(2nd) - Most wanted – hunt Accord Girl through video Nov(1st) - Netizens love joining in controversial brand related Feb - Valentine logos on search engines creates buzz online conversation Oct(1st)- What kind of corporate blog fits your company? Nov(2nd) - IWOM made OMO change its TVC? Mar - Education 2.0: New Oriental Promotes Q&A services Oct(2nd) - KFC‟s Cyberspace Woes Continue Dec - Ku6 triggered netizens‟ buzz through “Paike/拍客” concept (1st) Apr - April Fools‟ Day - A festival for netizens Nov(1st) - Want to engage / cooperate with e-fluencers? Let them stay independent for credibility Dec (2nd) - Motorola Q8 cooperates with Tuzki Nov(2nd) - Electronics retailer BestBuy sponsors gadget shopping blog – e-fluencers‟ voice matters 2007 2nd half year review (Jul - Dec) May - Lohas juice successfully promotes its brand on the game „Kaixin Garden‟ Dec(1st) - Shanghai VW extends POLO experience into virtual gaming world Jun – Social Media Getting Closer to Real Life 2006 2nd half year review (Jul - Dec) 2009 1st half year review (Jan - Jun) Year 2008 Jan (1st) - Zhui Ke (追客) – Let‟s Chase Year 2007 Jan (2nd) - “Forum Crushing” – a way for netizens to express their dissatisfaction Jul – When We Live Together Online Jan (1st) - Converge the new and the old – online Video Sharing Service Jan (2nd) - First Crisis2.0 case in 2007: Starbucks in Forbidden City Mar (1st) - Edison Chen Photo Gate incident is not just about celebrities Aug – The Birth of New Entertainment Ways Mar (2nd) - Virtual Gifts: Campaigns and SNS integrate popular Internet trend Feb (1st) - Popular local site dominated by young fashionable generation Sep – We are the Chinese Youth Generation! Feb (2nd) - Netizens created their own Spring Festival Gala 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 Oct – The Ever Evolving Internet Mar (1st) - The growing status of multi-media sharing services in 2.0 crisis wave of net culture Mar (2nd) - Dell launches Direct2Dell Chinese Nov – Internet amplifies the impact of offline events May Special Edition - Internet and IWOM shape the Sichuan earthquake aftermath Apr (1st) - Rewards are not always embraced by netizens Dec - “Have you been „low-carbon‟ today?” Apr (2nd) - Fast-food giants enjoy online interaction Jun (1st) - Sina hires sports commentator favored by netizens 2009 2nf half year review (Jul - Dec) 20081st half year review (Jan - Jun) May (1st) - Buick Excelle HRV drives The Truman Show Year 2010 May(2nd) - Time for Q&A DIY Jul (1st) - Netizens criticize the misuse of net language in brands advertisements Jan - Faster, Faster and Faster Jul (2nd) - In response to plastic bag ban, Chinese netizens go green on BBS communities Jun (1st) - Meizu platforms - a case about branded destination for fans Feb - Ahead of crisis 2007 1st half year review (Jan - Jun) Aug (1st) - The IWOM winner in 2008 Beijing Olympics, Adidas or Li Ning? Mar – The power of netizens Jul (1st) - MSN and MySpace have entered a partnership Sep(1st) - First 90‟s kids start college - “We are 90s, we are unique!” Jul (2nd) - Crisis spreading through expanding IWOM landscape Sep(2nd) - SNS applications target engaged consumers Apr – The Internet can be infinitely creative Aug (1st) - “Forum Crushing Groups” – a rising destructive power? Oct(1st)- The Forbidden City virtual game May – Making sense of “Tuan Gou” Aug (2nd) - KFC nutrition page on Baidu Zhidao Oct(2nd) - Microsoft releases “Black Screen” in China Jun – Break out of “69 Jihad” Jul – Have you VANCLIZED IWOM WATCH 2006 - 2010
  • 20. 更多了解CIC IWOM WATCH 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关行业和客户互动交流癿平台, 该平台旨在共享网络口碑(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,我们思考关于网络口碑癿一切。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。 IWOM WATCH 2006 - 2010
  • 21. ABOUT CIC IWOM WATCH 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 t.sina.com.cn/seeisee www.linkedin.com/companies/359113 Blog: www.seeisee.com Founder blog: www.seeisee.com/sam www.douban.com/host/cic @cicdata Service platform: www.iwommaster.com IWOMdiscover: discover.iwommaster.com www.slideshare.net/CIC_China CIC_CN IWOMexplorer: explorer.iwommaster.com www.tudou.com/home/iwomchina IWOM WATCH 2006 - 2010
  • 22. 关于 CIC IWOM WATCH 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关、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关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伱包括多家财富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关系。 公司网站: www.ciccorporate.com t.sina.com.cn/seeisee www.linkedin.com/companies/359113 公司博客: www.seeisee.com 创始人博客: www.seeisee.com/sam www.douban.com/host/cic @cicdata IWOMmaster平台: www.iwommaster.com IWOMdiscover平台: discover.iwommaster.com www.slideshare.net/CIC_China CIC_CN IWOMexplorer平台: explorer.iwommaster.com www.tudou.com/home/iwomchina IWOM WATCH 2006 - 2010
  • 23. 上海: Suite 108, Block A, UDC Innovative Plaza, 125 Jiangsu North Road Shanghai, China, 200042 Tel: 021-5237 3860 | Fax: 021-5237 3632 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 北京: 1006 / 10F, Block C, No. 60, Dongsihuanzhong Road, Chaoyang District Beijing, China, 100025 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 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。 IWOM WATCH 2006 - 2010