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Vol. 2010<br />IWOMCATEGORY OVERVIEW<br />2010年更新版<br />行业网络口碑概览<br />NOTEBOOK CATEGORY OVERVIEW<br />An IWOM Category Ove...
Table of Contents<br />Introduction <br />Part One: 	China IWOM Introduction <br />Part Two: 	6 Areas of notebook IWOM Ins...
Consumer INSIGHT from Product Talk
Digital  Expression culture for Marketing INSPIRATION
Social Media Application and E-community ENGAGEMENT
Case sharing of Digital Marketing EXECUTION
Brand IWOM Reputation EVALUATION</li></ul>Part Three:  CIC IWOM Research Methodology<br />Appendix: About CIC<br />
6 AREAS OF IWOM INSIGHT<br />营销管理需要研究,分析,借鉴网络口碑和网络社区文化<br />Reshaping the Relationship between Brands and Consumers <br />...
What?<br />Know the facts<br /><ul><li>What products enjoy sustained buzz?
What makes them popular?
What fuels the buzz?</li></li></ul><li>NOTEBOOK BRAND BUZZ REVIEW<br />Lenovo is the most discussed brand in 2009, followe...
FACTORS THAT DRIVE NOTEBOOK IWOM<br />Offline drivers - price adjustments, new product launches and crisis.<br />Price Adj...
Who & Where?<br />Meet the protagonists<br /><ul><li>What are the most popular platforms?
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NOTEBOOK CATEGORY OVERVIEW - CIC 2010 Syndicated Report Teaser

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We are proud to be launching a new series of syndicated reports which cover industries, topics and provide invaluable insights into China’s social media as applied to brands and products. While a useful tool for any brand or industry operating in the Chinese market, these reports are a must-have for those contemplating a China market entry. Welcome to contact us for the full report and more details, email: report@cicdata.com

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Transcript of "NOTEBOOK CATEGORY OVERVIEW - CIC 2010 Syndicated Report Teaser"

  1. 1. Vol. 2010<br />IWOMCATEGORY OVERVIEW<br />2010年更新版<br />行业网络口碑概览<br />NOTEBOOK CATEGORY OVERVIEW<br />An IWOM Category Overview Report focused on Notebook in China: your guide to Notebook consumer insight and digital intelligence from Internet Word of Mouth (IWOM)<br />© 2010 CIC<br />
  2. 2. Table of Contents<br />Introduction <br />Part One: China IWOM Introduction <br />Part Two: 6 Areas of notebook IWOM Insights<br /><ul><li>Category Talk Overview for Business INTELLIGENCE
  3. 3. Consumer INSIGHT from Product Talk
  4. 4. Digital Expression culture for Marketing INSPIRATION
  5. 5. Social Media Application and E-community ENGAGEMENT
  6. 6. Case sharing of Digital Marketing EXECUTION
  7. 7. Brand IWOM Reputation EVALUATION</li></ul>Part Three: CIC IWOM Research Methodology<br />Appendix: About CIC<br />
  8. 8. 6 AREAS OF IWOM INSIGHT<br />营销管理需要研究,分析,借鉴网络口碑和网络社区文化<br />Reshaping the Relationship between Brands and Consumers <br />激发营销创意<br />参与网络社区互动<br />Marketing team / advertising agency<br />Digital PR/ <br />Digital / Media agency<br />消费者研究与产品反馈<br />营销活动执行与反馈<br />Consumer insight /<br />Marketing research/R&D<br />Marketing dept./<br />Digital marketing agency<br />Business intelligence /<br />Strategy planning<br />PR / Brand team<br />品牌网络声誉评估<br />行业与竞争情报分析<br />
  9. 9. What?<br />Know the facts<br /><ul><li>What products enjoy sustained buzz?
  10. 10. What makes them popular?
  11. 11. What fuels the buzz?</li></li></ul><li>NOTEBOOK BRAND BUZZ REVIEW<br />Lenovo is the most discussed brand in 2009, followed by HP.<br />ThinkPad related posts contributed 65% in overall Lenovo buzz volume. <br />Data Source: CIC Notebook IWOM Data Panel<br />Data Base: Total number of notebook series posts in 2009 is 966,215 <br />Unit: Post<br />
  12. 12. FACTORS THAT DRIVE NOTEBOOK IWOM<br />Offline drivers - price adjustments, new product launches and crisis.<br />Price Adjustment<br />New Product Launch<br />Crisis<br />戴尔Latitude D620一开机就屏幕闪动,图像出现色块模糊,原来是NV的显卡,马上想到显卡门事件 (link)<br />Once powered on, Dell Latitude D620 has a blinking screen and blurred shades of images. I saw it uses a NVIDIA graphic card and I immediately thought of the previous video card incidents.<br />我的3803终于加入到“显卡门”了!强烈要求HP召回 (link)<br />My 3830 is now officially part of “graphics card incident” ! I demand a recall by HP<br />神舟小本又开始降价了,山寨本本看样子难活了(link)<br />Hasee is cutting prices on notebooks again, it looks like that’s it for the cheap fakes.<br />等了这么长时间dell xps 1340 终于降价啦 (link)<br />After a long wait prices on Dell xps1340 have finally dropped<br />哎。。026买不到了。。只是想知道985到底屏幕和电池提升了多少。。(link)<br />Sigh..026 has been discontinued.. I’d like to know what upgrades have been brought to 985’s screen and battery<br />感觉这次新款上来之后,15吋的电脑反而把旧款的电脑显得性价比更好了(link)<br />With the new models released, 15’’ notebooks make the cost-performance ratio of older models seem better. <br />
  13. 13. Who & Where?<br />Meet the protagonists<br /><ul><li>What are the most popular platforms?
  14. 14. What makes them popular?
  15. 15. Who are the efluencers?
  16. 16. How do netizens interact?</li></li></ul><li>COMMUNITY MEASUREMENTAmong the top 10 notebook communities, ZOL contributed the largest number of posts, most of which were sales posts. <br />Top 10 communities indexescheck, 2009<br />Data Source: CIC Notebook Data Panel<br />Data Base: Total posts of top 10 communities, 2009 = 10,562,184 <br />Note: See how CIC measure Internet Community dynamics here<br /> To learn more through IWOM Whitepaper here<br />
  17. 17. SAMPLE EFLUENCER PROFILE “通城虎” is a ZOL forum administrator, who has gained strong authority among netizens.<br />ID :通城虎 <br />Many netizens turn to him for help<br />Summary:“通城虎”is a ZOL board administrator. Being an expert on hardware and keen to offer detailed answers to problems, many netizens on turn to him for help<br />
  18. 18. How?<br />Engage the netizens<br /><ul><li>How to conduct successful campaigns?
  19. 19. What determines a campaign’s success?
  20. 20. What provokes a major crisis and how does a brand deal with it?
  21. 21. How do netizens relate to brands and products?</li></li></ul><li>Reshape<br />IWOMTM<br />Influence<br />Mainstream Media<br />Shape<br />CRISIS CASE STUDY: “HP Quality Gate” “HP Quality Gate” refers to complaints regarding overheating HP notebooks<br />Sample Quote:<br />Subject:惠普质量投诉集中爆发:笔记本温度高能煎鸡蛋HP quality pent-up complaints erupt: temperature of notebooks high enough to fry eggs. (link) (replies: 163; page view: 81,458 ) Replies:我用的惠普v3415一年之内往售后送了三次!都是主板烧了……<br />I’ve sent my HP v3415 back for repairs three times in one year! Fried motherboard every single time…<br /> hp维修屁事不管!<br />HP couldn’t care less!<br />CIC Insight: <br />HP quality-related complaints were spreading widely around BBS sites during 2009. Many consumers blamed HP for taking no action and completely ignoring their complaints. Brands should consider online tracking of negative posts or potential crisis. That way, they can learn what the consumers are thinking, know the exact incidents that have occurred, and respond quickly.<br />
  22. 22. DIGITAL EXPRESSION - NOTEBOOK DIY<br />Using DIY low cost items, netizens manage to bring real value and improvements to PC functions<br />Sample Quotes: <br />Subject:<br />用蚊香盘做了个天线,信号超好!(link) (replies: 90; page view: 38,593) <br />I made a notebook antenna out of a mosquito incense plate and the wireless signal is definitely better.<br />Replies:<br />很强大,也很实用,看来自己动手还是其乐无穷。<br />Both powerful and practical. It is so fun to do it myself. <br />我也要DIY一个来用用看看<br />I want to make one, as well.<br />
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