SKINCARE IWOM INSIGHT - CIC 2010 Syndicated Report Teaser
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SKINCARE IWOM INSIGHT - 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 ...

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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    SKINCARE IWOM INSIGHT - CIC 2010 Syndicated Report Teaser SKINCARE IWOM INSIGHT - CIC 2010 Syndicated Report Teaser Presentation Transcript

    • Vol. 2010
      IWOMCATEGORY OVERVIEW
      2010年更新版
      行业网络口碑概览
      SKIN CARE IWOM INSIGHT
      An IWOM Category Overview Report focused on Skin care in China: your guide to Skin care consumer insight and digital intelligence from Internet Word of Mouth (IWOM)
      © 2010 CIC
    • Table of Contents
      Introduction
      Part One: China IWOM Introduction
      Part Two: 6 Areas of Skin Care IWOM Insights
      • Category Talk Overview for Business INTELLIGENCE
      • 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
      Part Three: CIC IWOM Research Methodology
      Appendix: About CIC
    • 6 AREAS OF IWOM INSIGHT
      营销管理需要研究,分析,借鉴网络口碑和网络社区文化
      Reshaping the Relationship between Brands and Consumers
      激发营销创意
      参与网络社区互动
      Marketing team / advertising agency
      Digital PR/
      Digital / Media agency
      消费者研究与产品反馈
      营销活动执行与反馈
      Consumer insight /
      Marketing research/R&D
      Marketing dept./
      Digital marketing agency
      Business intelligence /
      Strategy planning
      PR / Brand team
      品牌网络声誉评估
      行业与竞争情报分析
    • What?
      What are the most popular brands?
      • What products enjoy sustained buzz?
      • What makes them popular?
      • What fuels the buzz?
      • What’s being said?
      • Available time : Random
      • Frequency: Low
      • Buzz Volume: Small
      CATEGORY ONLINE CULTURE – DAI GOU (PURCHASING AGENT)
      Dai Gou has become a common practice for netizens who want to seek cheaper products overseas
      Profit-driven
      Masters
      • Available time : Regular
      • Frequency: High
      • Buzz Volume: Moderate
      Specialists
      • Available time: 24/7
      • Frequency: High
      • Buzz Volume: Big
      Organization
      Individual
      Amateurs
      Note: the bigger the circle, the higher the visibility/ buzz volume.
      Relationship-driven
    • IWOM HEALTH OF SKINCARE BRANDS – IWOM HEALTH MATRIX II
      The top 3 brands saw an increase in reputation in the 2nd half of the year compared with the 1st half, while both Clinique’s buzz volume dropped in the second half of 2009.
      High


      Estee Lauder
      Reputation (NSR)
      Lancôme
      AVG
      No. of posts2nd half year 2009
      Clinique
      No. of posts1st half year 2009


      Awareness: Buzz Volume
      Low
      High
      Data Source: Data Source: CIC Cosmetics IWOM Practice Data Panel
      Data Base: Total brand related posts= 2,137,271
      Notes: The AVG(average) point is located by the mean value during 2nd half of 2009
    • Who?
      Friends or foes?
      • Who’s talking about you?
      • Who’s talking about the competition?
      • Who leads them into discussion and how?
      • Where do they “congregate”?
    • EFLUENCER TYPE – COMMUNITY MODERATORS
      Community moderators like Jiu Shi Mei Nvenjoy a good reputation through their highly interactive behavior on BBS.
      PV: 249,336
      Replies: 8,529
      Quotes:
      RE: 来给美女顶贴啦,写得真详细,我要慢慢学习了,呵.(link)
      RE: I support our administrator. You have shared very detailed information and I will study it thoroughly.
      RE: 我静静的看你们对话学知识.(link)
      RE: I’ll follow your conversation and learn from it.
      Jiu Shi Mei Nv (就是美女) is the administrator of Estee Lauder’s branded forum under the Sohu community. She enjoys wide popularity across a large number of audience.
      She is a big fan of Estee Lauder, although sometimes she also shares her ideas about other brands.
      Total posts: 53,646
      Total best posts: 571
      Credit: 15,023
      Total time online: 5,116 hours
      No. of times logged onto forum: 1,551
    • MAIN E-COMMUNITY ANALYSIS – SOHU WOMEN
      Netizens talked about shopping, skincare brands, or emotional stories on Sohu Women.
      link
      Topic Features in the Beauty and Skincare forum
      • Comments around mass market brands are more commonly seen than around premium brands
      • Community members here tend to be more price-sensitive
      Shopping, brand clubs and emotional stories enjoyed great popularity on Sohu Women BBS
    • How?
      Engaging the netizens
      • How to conduct successful campaigns?
      • What determines a campaign’s success?
      • What provokes a major crisis and how does a brand deal with it?
    • SOCIAL MEDIA APPLICATION FOR SKINCARE – BLOG
      Estee Lauder launched a themed campaign -‘Find the pomegranate code’, which successfully ignited curiosity and desire to search for product messages within related posts.
      PV: 538,739 Replies: 1,420
      link
      Very effective product message delivery and engaging approach
      Buzz around ‘Nutritious’ series contributed more than 30% of all the EL anti-aging buzz, although most of the buzz was product oriented.
      The campaign message on EL Lady Salon gained 538,739 PVs and 1,420 replies.
      Looking for pomegranate code from related posts
      Thus, the campaign focused intensely on product information delivery as netizens were reminded of ‘pomegranate’ all the time. The code-search approach also made it fun for netizens to participate, which successfully ignited netizens’ passion to look for relevant messages.
      11