A Special Edition of the Guide to Internet Word of Mouth:
Internet and IWOM shape the Sichuan earthquake aftermath
Report Period: May, 2008
Report Date: May 27, 2008
CIC Contact: info@cicdata.com

Report Content
• Editorial Summary
• Overview
• IWOM unites the country by offering information, prayers and relief
• BBS
• Blogs
• Microblogging
• Video Sharing Sites
• SNS
• Instant Messenger
• Websites create new applications to mobilize netizens
• Netease creates interactive map for accessing survivor comments and information by
location
• Searching IWOM: Google sets up “survivor search engine” to facilitate the search for lost
relatives
• Sina Green Ribbon Campaign unites citizens both online and off
• Over 20 million RMB donated to the earthquake through Tencent’s online donation page
• E-Commerce Donations: Alibaba mobilizes its merchants and payment platform to facilitate
donations
Appendix
• How you can help donate and contribute to the cause
• Recommended reading
Special Edition, May 2008 (Please click here for info on how you can help) 2

Editorial Summary
May 12, 2008, 14:28 will be a time and date remembered by those in China forever. The memory of
the catastrophic earthquake in Sichuan province that happened that day is tattooed onto our brains
just like 9/11/01 is for Americans. May 12 is when time stopped; when the country stood still. It is
when, for one of the most memorable times in recent history, Chinese united together around one
event in a massive show of solidarity that demonstrates the strength of this powerful nation.
For anyone who knows China, the fact that the Internet and Internet Word of Mouth (IWOM) served
as a central platform for the nation to share the latest information, to help out and to grieve should
come as no surprise. At last count, China has 210 million Internet users and likely now has more
users than any other country in the world. Chinese netizens are also among the most engaged in
the world, with some reports suggesting that 98% have created content for BBS, blogs and other
forms of IWOM. The netizens were out in full force during the week following the event: major
portals hosted over 23 million netizen comments and blogs with over 12.6 million comments.
We have put together a special IWOM watch report on the power of the Internet, IWOM and
netizens. Perhaps more than 9/11, more than Katrina, the Sichuan earthquake is the prime example
of how engaged netizens can play such a significant role in sharing and even shaping the news.
From the Wenchuan native posting landing instructions for a military relief helicopter on BBS to
Netease setting up an interactive map to make it easier to find messages written by victims and
relatives, there is much to be learned from these innovative uses of Internet and Web 2.0
technology. The rest of the world should look to the Chinese response on the Internet as a model
and as a source of inspiration on how to react in similar times of crisis.
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Overview

Overview: Internet and IWOM generates massive
volume of content
• As of 10pm on May 19, one week after the tragic disaster, People Net, Xinhua Net, CCTV and
China.cin published approximately 123,000 items (including photos, texts, audiovisual items) about
the earthquake disaster.
• Sina.com, Sohu.com, NetEase and QQ published 133,000 news items. The above eight websites
received 11.6 billion page views to these items, with about 10.63 million comments.
• Blogs, vlogs and IM tools played an important role in the disaster relief efforts. At Sina.com,
Sohu.com and NetEase, the number of blog posts exceeded 233,000 with 2.36 billion page
views and more than 12.6 million comments.
• Audiovisual items were also a special characteristic. In the earthquake reports, People Net, Xinhua
Net, China.com and CCTV published 4,830 video clips and 1,500 audio clips. Sina.com, Sohu.com,
NetEase and QQ published 6,113 video clips and 3,827 audio clips.
(Source: Hexun Media; Translation: EastSouthNorthWest Blog)
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Overview: Sample shared photos and comments
\"I do not feel regret for losing my leg. What I regret is having not rescued more of my
classmates.” (link)
\"不后悔，后悔的是我没有救出更多的同学。\"
\"Dry your tears, let's start from the beginning.” (link)
\"把眼泪擦干 我们重新开始\"
\"People in Sichuan are brave, iron-willed and unbending!” (link)
“四川人是勇敢的！是坚强的！”
Picture source reference: http://club.pchome.net/topic_1_15_2609906___.html
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Overview: Sample shared photos and comments
By Solider:
“Please let me go to the frontlines, I can save one
more!” (link)
“求求你们让我再去救一个 我还能再救一个”
By Nurse working in Sichuan
“No tears in our eyes does not mean we don't feel
sad. There are too many patients to care for so we
have no time to feel sad.” (link)
“不是不心酸，根本没时间去流泪，一排排的伤员等着
我们去处理，让我们根本来不及伤悲”
Picture source reference: http://club.pchome.net/topic_1_15_2609906___.html
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Overview: Catastrophe brings the country together
In the wake of this tragic event, Chinese citizens
in China and around the world have united in
support of the earthquake victims.
The series of “Go China!中国加油!” photos are an
excellent example of this. One netizen uploaded
these touching high resolution photos inspiring
Chinese citizens to join together in supporting the
cause.
Many other movements have grown from the
grassroots, uniting China and leaving it stronger
in the aftermath of the catastrophe.
By Premier Wenjiabao:
“Don't cry , we Chinese will always be united.”
(link)
“不哭，我们在一起 .”
Pictures created by netizen (Chunjuan), source reference :
http://club.pchome.net/topic_2_3_289833__.html
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IWOM unites the country by offering
information, prayers and relief

BBS enable “live, first person\" updates, on the ground perspectives
and personalized reporting 论坛成为强大的个人实时报道平台
Sample Thread 2: [亲身经历]2008年5月14日 都
Sample Thread 1: [灾情目击]四川8.0级地震专 江堰灾区摄影 / [personal experience] 2008.5.14
题(不断更新) / [Witness of the disaster] Sichuan photographing in Dujiangyan disaster area
8.0M earthquake special reporting thread (will Page View: 52,480 Reply: 515 Link: here
continuously update throughout aftermath)
返回成都时已经太晚, 正在担心已经没车回来的
Page View: 13,431 Reply: 330 Link: here
时候却有两个志愿者愿意带我们回成都,在这里
特别感谢一下...下面开始传照片
It was very late when I returned to Chengdu
(after photographing). I was worried I would not
find a taxi, but two volunteers picked me up. I
appreciate them so much… Now I am going to
upload photos.
BBS, the dominant online community platform in
China, became the core source for information
exchange about the Sichuan earthquake.
On all major BBS forums, netizens can easily
access conversation threads with titles such as
“live updates” from the region posted by observers.
Some might find this similar to the function of
microblogging sites like Twitter
These live, first person accounts brought
unprecedented immediacy and personalization to
the coverage unmatched by traditional media.
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BBS helps a college student direct a military rescue
女大学生利用论坛直接引导军队救援
Link
Post transferred through IM: “Please do not let this poster
down… please do your best to transfer the information so that
the government can see it and take action” (Link)
Original Post: “I know a good location
for helicopter landing… the topography
there is flat with good field of
vision…Please help rescue the victims
and my family members. Anyone who
knows how to contact the main disaster
relief organization please call me
Link immediately. My phone number is
135××××××××. “
A college student in Chengdu, originally from the epicenter Wenchuan, successfully assisted the army
find a landing platform for a relief helicopter by posting a message with the suggested location and her
contact information on Baidu Post Bar and QQ. The post asked netizens to forward the message to
the appropriate contacts. The message was re-posted on BBS portals and transferred via IM and
within hours the information reached the headquarters for emergency relief and the helicopter was
able to land successfully.
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Blogs become a platform for public sharing of prayer and hope
网民通过博客向灾区同胞哀悼祈福
Sample Quote: 祈福 / Pray (link)
5月12日的汶川地震让我们这一辈子都会刻骨铭
心，这也是我第一次亲身经历地震，这次的损失
惨重，但这并不可怕，只要我们有重建家园的决
心就行，让我们都为灾区人民祈福吧！！
We will never forget the earthquake that
occurred on May 12th, 2008 and even though it
Prayer: Let’s pray for the victims that
caused a huge amount of damage, as long as
everything will be recovered and rebuilt.
we have the resolution to rebuild the homes,
then it is not so frightening. Let us pray for the
people living in the earthquake area!
More than any other channel, blogs in China
Prayer: My heart is broken, all I can do is
serve as personal diaries. In the wake of the
pray for the other victims.
catastrophe, blogs became a platform for
grieving and prayer for the victims and their
families. Popular blog sites like Sina blog, Sohu
Typing keyword “pray + earthquake” on
blog, Blogbus all have hundreds of thousands of
NetEase Blog search, yields more than
entries discussing and sharing personal
334,000 blog articles on praying. (link)
accounts and feelings towards the tragic event.
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Microblogging site Twitter breaks the news of the earthquake
to the world 迷你博客让地震信息第一时间传遍世界
After the earthquake, many passionate
netizens set up accounts on
microblogging sites, like Fanfou and
Jiwaide, to help broadcast the latest
updates on the status of the earthquake
and organize immediate aid solutions to
help the victims.
Among these microblogging sites, Twitter
broke the news of the earthquake to the
English speaking world. Well-known
blogger and active twitter user, Robert
Scoble, based in California, is said to have
Link broken the news of the earthquake before
not only CNN and BBC, but even before
the US Geological Survey (see screenshot).
One Dutch “twitterer” living in Chengdu
provided on-the-ground updates from
Chengdu and served as an amateur
reporter garnering almost immediate
interview requests from major international
Link media such as the BBC.
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Video Sharing Sites: Netizens upload powerful accounts and self
充满视觉冲击力及一手的视频信息
edited memorial videos
Netizens leveraged the power and
reach of video sharing sites to
contribute visible information of
personal accounts and experiences.
In particular, video sharing sites
were used to spread the following
information:
• TV and news programs;
Emotional Netizen
Netizen filmed video first
• Status reports and up-to-date
Edited Video (link)
hand (link)
accounts on the earthquake
stricken regions;
• First hand records from the scene
of the earthquake stricken areas;
• Personal videos which display
heartbreaking and emotional
moments from victims and
survivors;
Many netizen-generated videos
TV program republished
dedicated to mourning victims have
(link)
received massive numbers of page
Top 10 most viewed videos on Tudou views and overflowing comments.
are all related to the earthquake
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SNS unite overseas Chinese communities in support
社交性网站集结海外华人团体对祖国灾区的支持
Social networking sites (SNS)
5.18 overseas students in
also served as a popular platform
England get together for
for community information sharing
the candle light prayer
and support for earthquake
victims.
For example, overseas Chinese
students in the UK organized a
group on Facebook encouraging
Online priest for Wenchuan earthquake victims students to offer fresh flowers and
express messages of
condolences. The ability to
communicate through the Internet
has enabled all Chinese nationals,
regardless of which country they
reside in, to unite together in
Painful mourning, send a (virtual) bouquet of
support of the earthquake victims.
flowers to the victims
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Instant Messenger icons become expressions of support
即时通讯工具为人们向地震受难者传递祝福的聚集平台
Rainbow signature initiative on MSN MSN and Toyota joint campaign
L-China initiative on MSN
The “Love China” initiative on MSN messenger from April took on taken on a new form following the
earthquake in Sichuan. On May 12, immediately following the disaster, netizens spontaneously changed
their instant message icon from “I Love China” to “I Love Sichuan” to show their support and respect for
the earthquake victims.
Following this grassroots movement, Toyota and MSN jointly launched a “rainbow” signature initiative on
MSN. For each “rainbow” signature added to a screen name, MSN donates 0.1 RMB to the earthquake
area and Toyota matches this donation. This initiative quickly turned into a phenomena, with 5,995,233
MSN messenger users participating in the campaign as of May 27th. Danwei, among other sites have
reported on the success of this campaign.
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Websites create new applications to
mobilize netizens

Netease creates interactive map for accessing survivor
网易专栏悍念地震受难同胞
comments and information by location
“Does this site have your relatives?” Netease
website launched a platform to search for survivors.
Xiao Xuebing: Mianyang’s Xuexue--- if you see my
post, please contact me; if anyone knows any
information about this person, please let me know,
thanks a lot.
Re by Volunteer 2345: We have not received any
news about her, please wait patiently.
Click on a point on map to read messages relatives and
victims related to that area. Link
Portal site Netease created a map which survivors can use to upload real time reports on their location
and provide updates on relief efforts and needs. In addition, they can reassure others of their safety and
families can search for missing members using this map function by clicking on different locations, and
digging through the messages. Each blinking dot represents a location where survivors have uploaded
information both on themselves and the status of their particular location.
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Searching IWOM: Google sets up “survivor search engine” to
facilitate the search for lost relatives 亲人搜索：寻找失踪的灾区亲人
Type your relatives’ names here to
Related information
see if the search result comes up in
any forum dedicated to seek people - Find your relative
lost in the quake - Earthquake news update
- Photos of Wenchuan
Earthquake
- Blog on earthquake
- Discussion Forum
- Map of the Wenchuan
earthquake situation
- Satellite map of quake area
Map of material donation and transportation update
on the page Map of blood donation location consolidated on the page
On May 16, Google officially launched a special page dedicated to the earthquake which aggregates content
from thousands of forums dedicated to finding earthquake victims, earthquake news update and donation
information. Google created a special search engine where netizens can easily type their relative’s name
into the search box to look for their family members across multiple survivor search forums. Sina and
Netease also launched easy-to-use people search applications on their websites and popular communities
like QQ and Baidu Tieba have specific forums dedicated to helping users find survivors.
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Sina Green Ribbon Campaign unites citizens both online and off
新浪“绿丝带”活动线上线下呼唤希望
What does Green
stand for? Peace,
Life and Hope.
Green Ribbon:
Sina netizens take
action.
Portal site Sina launched a green ribbon campaign on May 14 in support of the Wenchuan earthquake
victims. Netizens have the ability to spread the message and build the “green ribbon community” by
posting green ribbon icons on blogs or MSN. Additionally, netizens can wear the green ribbon offline to
show their support for Sina’s campaign. The campaign creates a community that extends both online
and off and calls for donations from all society members, organizes relief efforts, enlists volunteers and
shows national support for the soldiers and aid workers.
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Over 20 million RMB donated to the earthquake through Tencent’s
腾迅捐款助力，募捐平台募集已逾2千万元人民币
online donation page
Tencent QQ set up a special
earthquake page to update the latest
news surrounding the Wenchuan
earthquake. A special news comment
section allows netizens to share their
compassion for the earthquake victims.
In addition, Tencent also built up a
separate page to help facilitate money
donations for post-earthquake re-
construction. The site includes an
online payment system to make
transactions more efficient and
convenient for users to contribute
donations.
As of May 25th, 300,399 people
donated to a total of 22,604,554 RMB
to the relief efforts in Sichuan through
QQ’s donation channel.
Other sites with donation pages include,
Taobao, Yeepay.com, NetEase, and
Douban.
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E-Commerce Donations: Alibaba mobilizes its merchants and
payment platform to facilitate donations 阿里巴巴利用各种电子商务渠道募集捐款
Alibaba, the dominant e-
commerce community site in
China, responds to the earthquake
by providing e-commerce
channels for donation and support.
• Taobao launched a campaign,
which called for Taobao sellers to
participate by donating a portion of
their sales revenue to the cause.
• Alipay also set up a quick
donation channel based on, its
own e-payment platform.
• Alimama encourage its users
(webmaster) to replace ads on
their websites with PSA ads to call
for donation.
Special Edition, May 2008 (Please click here for info on how you can help) 22

Appendix

Here’s how you can help donate and contribute to the cause
Below is a list of some of the top earthquake relief organizations in China:
• 中国红十字总会： Red Cross Society of China
http://www.redcross.org.cn/
• 中华慈善总会： China Charity Association
http://www.chinacharity.cn
• 中国红十字基金会： Chinese Red Cross Foundation
http://www.crcf.org.cn/donationol/donation.asp
For a more comprehensive list of donation channels, please see here for English
and here for Chinese:
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Recommended Reading
Below please find some recommended articles and blog posts in English for further
reading on the power of the Internet and IWOM around the earthquake:
• How the Chinese Internet Becomes a Platform
for Earthquake Grief (A local perspective)
• Earthquake Relief Efforts on China’s Web
• China: Time to pray
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