IWOM Watch May Special Edition (English)

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. Special Edition, May 2008 (Please click here for info on how you can help) 3

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) Special Edition, May 2008 (Please click here for info on how you can help) 5

Overview: Sample shared photos and comments quot;I do not feel regret for losing my leg. What I regret is having not rescued more of my classmates.” (link) quot;不后悔，后悔的是我没有救出更多的同学。quot; quot;Dry your tears, let's start from the beginning.” (link) quot;把眼泪擦干我们重新开始quot; quot;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 Special Edition, May 2008 (Please click here for info on how you can help) 6

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 Special Edition, May 2008 (Please click here for info on how you can help) 7

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 Special Edition, May 2008 (Please click here for info on how you can help) 8

IWOM unites the country by offering information, prayers and relief

BBS enable “live, first personquot; 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. Special Edition, May 2008 (Please click here for info on how you can help) 10

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. Special Edition, May 2008 (Please click here for info on how you can help) 11

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. Special Edition, May 2008 (Please click here for info on how you can help) 12

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. Special Edition, May 2008 (Please click here for info on how you can help) 13

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 Special Edition, May 2008 (Please click here for info on how you can help) 14

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 Special Edition, May 2008 (Please click here for info on how you can help) 15

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. Special Edition, May 2008 (Please click here for info on how you can help) 16

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. Special Edition, May 2008 (Please click here for info on how you can help) 18

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. Special Edition, May 2008 (Please click here for info on how you can help) 19

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. Special Edition, May 2008 (Please click here for info on how you can help) 20

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. Special Edition, May 2008 (Please click here for info on how you can help) 21

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: Special Edition, May 2008 (Please click here for info on how you can help) 24

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 Special Edition, May 2008 (Please click here for info on how you can help) 25

OUR BLOGS: www.seeisee.com (Chinese) www.seeisee.com/sam (English) OUR WEBSITE: Thank You www.cicdata.com CONTACT US: 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。 Special Edition, May 2008 (Please click here for info on how you can help) 26

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IWOM Watch May Special Edition (English)

by SEEISEE on May 27, 2008

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IWOM Watch May Special Edition (English) — Presentation Transcript