Q3 WP Topic two-Alternative Ways to Measure Internet Community Dynamics_EN
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  • 1. Topic Two: Alternative Ways to Measure Internet Community Dynamics “The Internet is THE Community”: IWOM white paper Series on Internet Word of Mouth (IWOM) Development in China 2008 Q3 © 2008 CIC
  • 2. Alternative Ways to Measure Internet Community Dynamics Editorial Summary The Chinese Internet Community is a new media, which is redefining the relationships between brands and consumers. However, not all communities are the same nor do Community Passion communities for each brand category have the same impact and meaning. In this white paper “Alternative Ways to Measuring the Measure Internet Community Dynamics”, Internet Community which is Topic 2 of our “The Internet is THE Community” series of reports, CIC proposes Community Community a sample set of community measurement Creativity • Interactivity indexes to help brands and community owners better understand the impact and importance of community and Internet Word of Mouth (IWOM). © 2008 CIC 2
  • 3. ABOUT CIC PROPRIETARY IWOM ANALYSIS METHODOLOGY For this paper, CIC utilized its patent pending Chinese text mining technology to analyze its store of hundreds of millions of BBS messages related to brands, products and services. Identify relevant source of online conversation Data Collection Use customized tools and industry term library to collect data Filter out irrelevant and duplicate data and assess data quality Expert construct product and driver categorization Data Mining Mine Data by powerful natural language mining tools Perform QA to assure the quality of data mining results Analyze buzz volume and content using customized tools Data Analysis Distil insights behind IWOM dynamics by experienced analysts Deliver buzz findings in flexible format © 2008 CIC 3
  • 4. COMMUNITY MEASUREMENT: If community is a “new media”, then what benchmarks can be used to measure it? Community Community Community Passion Creativity • Interactivity PR-Posting Rate TCF-Topic Creation Factor CPR-Conversation PR is one of the online TCF is one of the online Participation Rate Community passion indexes, Community creativity indexes, CPR is one of the online measured by the average measured by the ratio of new Community interaction indexes, posting number per posters. topics. measured by the average post number per conversation. … … … These are just some of the key indexes which can be used to measure the dynamics of online community. © 2008 CIC 4
  • 5. PASSION & INTERACTIVITY INCREASING: PR and CPR rates increase in Q1-Q3, 2008 - IWOM conversation length increased to 14 posts/month; average number of posts/ posters jumped to around 20 IWOM posts per month *Posting Rate and Conversation Participation Rate Trend, 2007Q1 – 2008Q3 Posting Rate CPR (monthly average) (monthly average) 25 16 Posting Rate CPR 20 12 15 8 10 A remarkable surge in Posting Rate and CPR in 2008 4 5 0 0 2007Q1 2007Q2 2007Q3 2007Q4 2008Q1 2008Q2 2008Q3 *Note: PR (Posting Rate) is one of the online Community passion indexes, measured by the average posting number per poster CPR (Conversation Participation Rate) is one of the online Community interaction indexes, measured by the average post number per conversation. © 2008 CIC Data source: CIC Cross Industry Study, 2007Q1-2008Q3 5
  • 6. AUTOMOBILE LEADS THE PASSION INDEX - Auto posters PR lead other categories with 30 posts/poster every month Monthly average *Posting Rate for top 6 categories, 2007Q1 - 2008Q3 Automobile 30 Sports 14.8 Baby care 12.1 Computer 9.6 Cosmetics 8.1 Mobile phone 6.8 *PR (Posting Rate) is one of the online community passion indexes, measured by the average posting number per poster © 2008 CIC Data source: CIC Cross Industry Study, 2007Q1-2008Q3 6
  • 7. WHAT’S DRIVING THE PASSION IN AUTO BUZZ? - Text mining analysis suggests that in 2008 Q3, 23.3% of automobile buzz is about product IWOM, and 11.2% is about the attributes Buzz Incidence of top 10 auto Percentage of auto product and Top discussed auto attributes, 2008 Q3 manufacturers, 2008 Q3 attribute related buzz, 2008 Q3 Power system Buzz Manufacturer Incidence 23.3% Price 上海大众 SVW 10.4% 16% 22% Appearance 一汽-大众 FAW-VW 10.3% External 长安福特马自达 5% accessories 8.2% CA Ford Mazda Car category 6% 神龙汽车 Shenlong 7.7% 11.2% 7% 16% Inner 上海通用 SGM 7.5% accessories Transmission 广州本田GZ Honda 6.9% 7% system 7% 15% 东风日产DF Nissan 4.9% Distributors 一汽丰田 FAW-Toyota 4.7% Other 华晨汽车 Huachen 3.4% 奇瑞 Chery 3.1% Product related buzz Attribute related buzz Data Base: Total product related posts=4,604,870 Data Base: Total automobile posts= 19,771,209 Data Base: Total attribute related posts= 2,210,775 Note: Each manufacturer buzz Incidence is the percentage of manufacturer posts (incl. brand, series and model) among total product and brand posts. © 2008 CIC Data source: CIC Cross Industry Study, 2008Q3 7
  • 8. TOP AUTO ATTRIBUTES DISCUSSED: Samples of consumer opinions • 油耗好像挺厉害的,不知道真实的怎么样,看到网上有好多要开到 • 我20几岁的人,觉得YG8比较适合我,KMR比较适合40 15、16个油。起步到20以前挺肉的。20以后速度就上的快了。 链接 岁这样的人,其实不和YG8对比看,KK的外观还是很大 气的! 链接 It seems that this car doesn't get good gas mileage. I heard it uses 15-16liters/100km, and the acceleration is slow before reaching a I am in my twenties and I think YG8 is suitable for me speed of 20km/h. link but KMR is more appropriate for people over 40. link Power Appearance Buzz system Buzz Volume Volume External Price Buzz Buzz accessories Volume Volume • 10万元以内,还是买大众的POLO吧!法国人自己都认为,大众 • 看中小7有一半的原因是因为独立大灯了。 链接 的车都是好车!POLO在法国比307贵多了!1.3万欧! 链接 Half of my motivation to buy “Little 7” is because of its Polo is a good choice if you want to buy a car for under 100 big independent headlights. link thousand Yuan. Even French think Volkswagen is great! Polo is much more expensive than the 307 in France which costs 13 thousand euros. link © 2008 CIC Data source: CIC Cross Industry Study, 2008Q3 8
  • 9. SPORTS COMMUNITIES ARE ESPECIALLY INTERACTIVE - CPR is highest, with 15.7 posts per conversation on average Monthly average *CPR for top 6 categories, 2007Q1 - 2008Q3 Sports 15.7 Automobile 15 Baby care 12.7 Cosmetics 12.4 Mobile phone 8.9 Computer 8.3 *Note: CPR (Conversation Participation Rate) is one of the online Community interaction indexes, measured by the average post number per conversation. © 2008 CIC Data source: CIC Cross Industry Study, 2007Q1-2008Q3 9
  • 10. SPORTS COMMUNITIES PASSION INCREASED DURING OLYMPICS - Online sports communities, PR doubled in past year *Posting Rate Trend for Sports, 2007Q1 – 2008Q3 Posting Rate (monthly average) Beijing Olympics served as a catalyst by greatly igniting netizens’ passion to communicate online *PR (Posting Rate) is one of the online Community passion indexes, measured by the average posting number per poster © 2008 CIC Data source: CIC Cross Industry Study, 2007Q1-2008Q3 10
  • 11. WHICH TOPICS STIMULATED NETIZENS’ PASSION FOR OLYMPICS? - BBS OLYMPICS Keyword Association Mapping* Samsung's mobile phone and Lenovo's flash disk for the Olympics created buzz. Official Sponsor Olympics Component McDonald’s online Olympics campaign generated buzz. *Note: “BBS Olympics Keyword Association Mapping” uses the distance to visualize the relationship between the Olympics and official sponsors / key Olympics components, the nearer distance represents the closer association. Please find more details here (EN) and here (CN). © 2008 CIC Data source: CIC Cross Industry Study, 2007Q4 11
  • 12. BABY CARE COMMUNITIES PASSION AND CREATIVITY CONSISTENTLY HIGH - PR and TCF rates among the highest of all categories Monthly average *Posting Rate for top 6 categories Monthly average *TCF for top 6 categories 2007Q1 - 2008Q3 2007Q1 - 2008Q3 Automobile 30.0 Sports 0.81 Sports 14.8 Automobile 0.8 Baby care 12.1 Baby care 0.77 Computer 9.6 Computer 0.77 Cosmetics 8.1 Mobile phone 0.7 Mobile phone 6.8 Cosmetics 0.61 *Note: PR (Posting Rate) is one of the online Community passion indexes, measured by the average posting number per poster TCF (Topic Creation Factor) is one of the online Community creativity indexes, measured by the ratio of new topics. © 2008 CIC Data source: CIC Cross Industry Study, 2007Q1-2008Q3 12
  • 13. WHAT’S DRIVING TOPIC CREATION AMONG PARENTS? - Sharing, influential events, online campaigns and promotional activities are the popular topics discussed by parents Hot topics in Baby Care IWOM TCF Trend for Baby Care Sharing 2007Q1 – 2008Q3 主题:预产期08年9月的姐妹进来分享幸福! TCF (PV: 232,698 reply: 6,015) (monthly average) Topic: if you are going to be a mum in Sept, join the discussion and share your happiness. link 0.85 主题: 全职妈妈的一天及宝宝食谱(不断更新中)! (PV: 87,855 reply: 874) 0.80 Topic: A day of a full-time mother and the recipe for baby (updating continually)! link Influential events 0.75 主题: 悲剧啊,液态奶也有问题了 (PV: 90,844 reply: 1,336) Topic: Unfortunately, liquid milk also has problems. link 0.70 主题: 您如何对待国产奶粉?请选择 (PV: 33,849 reply: 1,277) Topic: What’s your attitude toward local powdered milk? Please vote. link 0.65 2007Q1 2007Q2 2007Q3 2007Q4 2008Q1 2008Q2 2008Q3 Campaign & Promotion 主题:秀宝贝:赢大奖得银币,开始投票! (PV: 15,572 reply: 537) *TCF (Topic Creation Factor) is one of the online Community creativity Topic: Show your baby and win the prize. link indexes, measured by the ratio of new topics. 主题:整箱的蒙牛牛奶,快来抢啊!(PV: 72,657 reply: 5,117) Topic: Answer and grab the floor to get a box of milk. link © 2008 CIC Data source: CIC Cross Industry Study, 2007Q1-2008Q3 13
  • 14. ABOUT CIC CIC is the leading Internet Word of Mouth (IWOM) research and consulting firm in China. Since 2004, CIC has pioneered the concept of Internet Word of Mouth (IWOM) that is redefining the relationship between brands and consumers. CIC coined the term Internet Word of Mouth and is the thought leader in utilizing it for strategy planning and application in marketing communications. CIC is committed to both providing objective third party strategic advice to clients and promoting the healthy development of the Internet Community in China. CIC’s research and discussion of IWOM’s impact and best practices can be found on company blogs, IWOM white papers and IWOM watch reports and through its IWOM roundtable events such as IWOM summit and IWOM classroom. CIC offers customized research and consulting service to its stable of retainer clients through its expert IWOM analysts supported by proprietary Chinese language based text mining technology (patent pending), data processing technology and data visualization technology. CIC’s retainer relationships stretch over multiple years with multinational clients from Fortune 500 companies. CIC’s continual development and evolution is driven by a unique, powerful and open mindset and learning culture which at its foundation continually seeks to understand how the Internet, and Internet Word of mouth, is redefining the relationships between brands and consumers. For more information, please visit www.cicdata.com (CIC website), www.seeisee.com (CIC Company blog in Chinese) and www.seeisee.com/sam (CEO's company blog in English). © 2008 CIC 14
  • 15. DESIGN AND METHODOLOGY • All collected messages were categorized and mined according to a library of terms (including Internet slang) representing companies, brands, products, and attributes customized for the unique linguistic environment of mainland China. • The unit of buzz volume is based on single post (a message posted in online forum) • All obviously “Irrelevant Messages” such as 灌水 (guan shui) were filtered out. Also, messages containing the characters that refer to something other than the intended object were filtered out. For example, “大众” the Chinese name of Volkswagen, when referring to “people,” and not the brand, was not counted. • All the sample quotes in this white paper are selected from top BBS in China © 2008 CIC 15
  • 16. OUR BLOGS: www.seeisee.com (Chinese) www.seeisee.com/sam (English) OUR WEBSITE: www.cicdata.com CONTACT US: Thank You info@cicdata.com This report is copyrighted material owned by CIC. Any improper use of this document or its content will be considered a violation of CIC IP copyright and CIC has the right to take legal action. 本研究报告归CIC公司版权所有。任何对本研究报告或报告中任何内容 的不当使用都将被视为对CIC知识产权的侵犯,CIC有权诉诸于法律。