WHITE PAPER




The Talk About Phones:
An overview of Internet Word of Mouth discussions
around mobile phones on Chinese B...
BACKGROUND*

  • This white paper is an overview of community and discussion around
  4,997,258 BBS (online message board)...
SUMMARY OF FINDINGS

  • Approximately 70% of all BBS message content covered in this white paper was
  created by 20% of ...
Chinese IWOM Introduction
INTERNET WORD OF MOUTH (IWOM)

   Definition: Consumer discussions and multi-media
   content related to brands, products ...
IWOM HAS MASSIVE REACH

• 137,000,000 Internet users in                                     Internet Users In China (Unit-...
IWOM MAKES COMMUNICATIONS LANDSCAPE MORE
COMPLEX: Consumers are gaining control
                                          ...
IWOM HAS IMPACT: Not just for geeks
Chinese Internet users are spending more                                              ...
Mobile Phone E-Communities
IMPRESSIVE IWOM NUMBERS: Almost 5 million BBS
messages in CIC’s Mobile Phone Practice for Q1 2007

          Mobile Phone ...
POSTER INFLUENCE: Top 20% of posters contribute
around 70% of messages


                                  Messages Contri...
BREAKING DOWN INFLUENCE: Top posters demonstrate
different types of influence.
         Influence and Participation on a S...
MAPPING INFLUENCE: For tighter knit communities,
relationships can be mapped via replies to threads
            Relationsh...
SPREAD OF INFLUENCE: Top posters communicate with
both experienced and “newbie” posters

# of posters the top 1
poster hav...
UNIQUE NETIZEN LANGUAGE: The existence of online
culture is represented by a unique lexicon
      Common Net Language     ...
Mobile Phone IWOM Content
TOP 5 BRANDS DOMINATE OVERALL BUZZ: Nokia,
Motorola, Sony Ericsson, Samsung and Dopod account for
96% of the buzz
        ...
TOP 2 BRANDS DOMINATE MODEL BUZZ: Nokia and
Moto account for 19 out of 20 top in model buzz volume

                      ...
SOME MODELS HAVE LONG, SUSTAINED BUZZ: Certain
attributes account for this sustained buzz

                               ...
HOT MODEL PRE-LAUNCH BUZZ: Hot models often have
 pre-launch buzz inspired by professional review articles

              ...
ACCESSORIES, SOFTWARE AND UPM TOP ATTRIBUTES:
 Buzz focuses on content and accessories
                             Attrib...
CONTENT AND ACCESSORIES TOPS FOR TOP BRANDS:
Accessories, Software and UPM are key for top brands
                        ...
APPLICATIONS TOP UPM MESSAGES: Applications,
themes, e-Books, and Users Guides are top UPM topics

            UPM Discuss...
SAMPLE UPM TOPICS: What drives UPM discussion?
                UPM Threads with Most Replies in Q1, 2007

    Category    ...
SAMPLE QUOTES: Different angles for UPM
conversations

                                                                   ...
Summary and Implications
EXECUTIVE SUMMARY (1)
            Finding                                 Implication
                                    ...
EXECUTIVE SUMMARY (2)
            Finding                                   Implication
 TOP BRANDS DOMINATE: The top     ...
About CIC
ABOUT CIC

   CIC is the leading Internet Word of Mouth (IWOM) research
   and consulting firm in China. CIC helps its cli...
CIC IS AN IWOM RESEARCH AND CONSULTING FIRM:
Our analysts use proprietary technology to help clients
make sense of the buz...
OUR BLOGS:
www.seeisee.com (Chinese)
www.seeisee.com/sam (English)



OUR WEBSITE:
www.cicdata.com                 Thank Y...
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Talk About Phones June 2007 White Paper Slides (English)

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Talk About Phones June 2007 White Paper Slides (English)

  1. 1. WHITE PAPER The Talk About Phones: An overview of Internet Word of Mouth discussions around mobile phones on Chinese BBS June 2007 © 2007 CIC
  2. 2. BACKGROUND* • This white paper is an overview of community and discussion around 4,997,258 BBS (online message board) messages written by 731,403 unique users related to mobile phones or coming from online mobile phone communities during the period of January 1, 2007-March 31, 2007. • The discussions were mined using CIC’s proprietary data collection and text mining tools and methodology. • This type of systematic research of such a rich and unique resource can generate significant insight and is a necessary part of research and intelligence gathering for any company involved in the mobile phone industry. Accompanying presentation slides located here or on www.cicdata.com *This white paper was conducted independently and is not sponsored by any manufacturer or any organization. 2
  3. 3. SUMMARY OF FINDINGS • Approximately 70% of all BBS message content covered in this white paper was created by 20% of the content creators (posters) • Community influence, as defined by message initiation, inspiration and participation, can be systematically tracked • Online mobile phone communities have their own culture and their own unique language. For example, Motorola E2 is called “e-rabbit” because the English pronunciation of “2” sounds like the Chinese pronunciation of “兔 (rabbit)” • The 18 brands and 600 models tracked for this study were mentioned in 923,295 messages; 613,371 messages mentioned 15 attributes and/or 118 sub- attributes • The top 5 brands in terms of message volume (in order, Nokia, Motorola, Sony Ericsson, Samsung and Dopod) were mentioned in 96% of all brand and product mentions • Certain models such as Nokia N-GAGE QD and Motorola e680i have long sustained buzz over many months due to certain attributes • Among product messages mentioning attributes, accessories (24%) was the most discussed, followed by software (21%) and User Posted Material (UPM) (18%) 3
  4. 4. Chinese IWOM Introduction
  5. 5. INTERNET WORD OF MOUTH (IWOM) Definition: Consumer discussions and multi-media content related to brands, products or services on such online channels as BBS (online message boards), blogs and video sites. BBS Blogs Video-Sharing Thread List N73 Flashing … … system guides Smart Phones Basic Knowledge “Design is the soul of product” 5
  6. 6. IWOM HAS MASSIVE REACH • 137,000,000 Internet users in Internet Users In China (Unit-million) China* 140 120 • 50,553,000 BBS regular users 100 80 (36.9%)* 60 40 • 34,661,000 Chinese bloggers 20 (25.3%)* 0 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 Regular BBS User online (Unit-million) Regular Blog User online (Unit-million) 50.6 46.2 34.7 19.6 15.8 15.0 11.2 3.3 2001 2002 2003 2004 2005 2006 2005 2006 * Data Source: The 19th Statistical Survey Report on the Internet Development in China by CNNIC, January 2007 6
  7. 7. IWOM MAKES COMMUNICATIONS LANDSCAPE MORE COMPLEX: Consumers are gaining control Blog Billboard TVC BBS IWOMTM Shape Influence Reshape Mainstream Media Newspaper & Magazines Video Sharing 7
  8. 8. IWOM HAS IMPACT: Not just for geeks Chinese Internet users are spending more In April 2006, bloggers authored and more time online (CNNIC) 3 out of 10 top selling books in Unit: Hour China (Danwei) 16.9 15.9 Chinese Social Networking Site QQ.com 13.7 has strong traffic (Alexa) 13.4 13.2 9.8 8.5 Trend of Average Weekly Hours Spent on Internet of Chinese Netizens 2 4 5 6 00 01 03 00 00 00 00 20 20 20 ,2 ,2 ,2 ,2 , , , ec ec ec ec ec ec ec D D D D D D D 3 out of the 10 most-searched people on Baidu.com are “net stars” (by June 17, 2007) One of the world’s top blogger is Chinese (Xu Jinglei) (Technorati) 8
  9. 9. Mobile Phone E-Communities
  10. 10. IMPRESSIVE IWOM NUMBERS: Almost 5 million BBS messages in CIC’s Mobile Phone Practice for Q1 2007 Mobile Phone Related BBS Messages for Q1, 2007 4,997,258 731,403 Unit: Post Unit: Poster # of BBS Messages in Q1 # of Unique BBS Poster in Q1 Data source: CIC Mobile Phone Practice, 2007 Q1 10
  11. 11. POSTER INFLUENCE: Top 20% of posters contribute around 70% of messages Messages Contribution Percentage by Posters 100% 90% 80% Percentage of Posts 70% 60% 50% 40% 30% 20% 10% 0% 0% 20% 40% 60% 80% 100% Percentage of Posters Data Base: Total posts=4,997,258 Total unique posters=731,403 Data source: CIC Mobile Phone Practice, 2007 Q1 11
  12. 12. BREAKING DOWN INFLUENCE: Top posters demonstrate different types of influence. Influence and Participation on a Sample Tight Knit Community Initiation Inspiration Participation Top # of Unique # of Total Poster # of Initiated Repliers to Initiated # of Total Replies Posted Rank* Topics Topics to Others' Topics Messages 1 317 173 3,888 4,893 2 231 91 2,300 2,878 3 78 33 2,520 2,729 4 172 59 2,214 2,580 5 243 101 2,034 2,502 6 234 88 1,591 2,149 7 225 59 1,691 2,122 8 74 21 788 9,54 9 93 32 613 8,83 10 248 93 332 7,91 … … … … Note: Poster rank measured by total number of posts created within a specific community Data source: CIC Mobile Phone Practice, 2007 Q1 12
  13. 13. MAPPING INFLUENCE: For tighter knit communities, relationships can be mapped via replies to threads Relationship Map of a Sample Tight Knit Community’s Top Posters *Each node represents number of conversations by one poster (node size related to conversations volume) *Each line represents relationship between posters defined by replied to conversations for each respective poster (line thickness related to number of conversations) Data source: CIC Mobile Phone Practice, 2007 Q1 13
  14. 14. SPREAD OF INFLUENCE: Top posters communicate with both experienced and “newbie” posters # of posters the top 1 poster have Top Poster Participation Spread conversation with 100 Helping New Comer Sample Quote 90 Newbie Question: Do I need to download specific 80 software to flash my E2’s system? 70 There are 2 different kinds of software to 60 Top 1 flash E2’s system. You can find it at this Familiarity with other Top Posters 50 link… Sample Quote Top X Calling “sister”! 40 30 Top 1 I am coming… I just get back from dinner. 20 10 0 1 4 7 1 1 5 1 4 9 8 61 68 74 84 28 31 34 37 40 53 58 19 25 49 10 13 16 22 08 22 10 16 19 24 64 1, 2, New Comer Top Poster Poster Rank by the number of messages the poster posted during Q1, 2007 Note: Analysis within a within a specific community Data source: CIC Mobile Phone Practice, 2007 Q1 14
  15. 15. UNIQUE NETIZEN LANGUAGE: The existence of online culture is represented by a unique lexicon Common Net Language Mobile Phone Net Language Fans: 粉丝 Motorola: 摩记 M机 Motorola Moto Motolula 摩托 摩托罗拉 摩托骡拉 make suggestions: 拍砖 Support:顶 Nokia: N机 N记 诺鸡鸭 諾基亞 偌机 挪积压 NO积压 诺基亚 Nokia 诺记 诺机 Very: 粉 ROKR E2: E2 兔子 E兔 小兔 一兔 伊兔 Savvy:大虾 (big shrimp)- Nokia 5300: 5300 N5300 小5 小3 go to hell: 74 (去死) Me:偶 (我) Bluetooth: LY BT 蓝牙 兰牙 蓝芽 蓝鸭 篮牙 Faint: FT(晕倒) Sample Explanations kissing ass: PMP (拍马屁) E兔 (E-Rabbit)=E2: the English pronunciation of “2” sounds like the Chinese pronunciation of “兔 No:表 (rabbit)” LY=Blue Tooth: since the Chinese pronunciation Sick: BT (变态) of Blue Tooth is “Lan Ya”, many netizens use the initials of Lan Ya to represent Blue Tooth (similar shame on others: BS (鄙视) to BT for Bluetooth) Data source: CIC Mobile Phone Practice, 2007 Q1 15
  16. 16. Mobile Phone IWOM Content
  17. 17. TOP 5 BRANDS DOMINATE OVERALL BUZZ: Nokia, Motorola, Sony Ericsson, Samsung and Dopod account for 96% of the buzz Brand Messages in Q1, 2007 Nokia 649,014 Motorola 329,999 Sony Ericsson 118,443 Samsung 100,003 Dopod 42,235 Lenovo 12,643 Amoi 9,669 Philips 9,196 LG 8,697 Siemens 7,816 96% Palm 5,859 BENQ 3,826 NEC 2,808 Bird 2,486 Top 5 Brands Messages=886,440 HP 1,719 Total Brands Messages=923,295 TCL 1,231 Daxian 979 Haier 867 Unit: Post Note: Brand buzz includes number of messages mentioning brand and/or its models. CIC tracked 600 models from 18 manufacturers Data source: CIC Mobile Phone Practice, 2007 Q1 17
  18. 18. TOP 2 BRANDS DOMINATE MODEL BUZZ: Nokia and Moto account for 19 out of 20 top in model buzz volume Model Buzz Volume in Q1, 2007 Unit: Post Launch Messages Launch Messages Rank Model Rank Model Date Mentioning Date Mentioning 1 Nokia N73 09/2006 69,601 11 Nokia 6300 01/2007 20,329 2 Motorola E770 03/2006 44,307 12 Motorola A1200 02/2006 18,256 3 Nokia N70 10/2005 43,885 13 Nokia N-GAGE QD 11/2004 18,015 4 Motorola ROKR E2 06/2006 36,834 14 Nokia E50 10/2006 17,579 5 Motorola E680i 04/2005 34,236 15 Motorola SLVR L7 12/2005 17,416 6 Nokia N72 07/2006 33,783 16 Nokia 3250 03/2006 16,606 7 Nokia 6233 07/2006 27,920 17 Nokia 5300 10/2006 15,923 8 Nokia 7610 07/2004 21,038 18 Sony Ericsson K750c 05/2005 14,521 9 Nokia 3230 03/2005 20,980 19 Motorola V3 10/2004 13,804 10 Motorola ROKR E6 11/2006 20,796 20 Nokia 6630 12/2004 13,544 Note: Model Ranks are based on the No. of messages mentioning the models. Higher rank means more messages Data source: CIC Mobile Phone Practice, 2007 Q1 18
  19. 19. SOME MODELS HAVE LONG, SUSTAINED BUZZ: Certain attributes account for this sustained buzz Buzz Volume Rank by Quarter Models Q1-2006 Q2-2006 Q3-2006 Q4-2006 Q1-2007 Nokia N70 4 1 1 1 3 Motorola E680i 11 9 16 10 5 Nokia 7610 3 6 10 5 8 Motorola A1200 30 18 12 13 12 Nokia N-Gage QD 5 2 2 8 13 Motorola L7 20 15 9 13 15 Sony Ericsson K750c 2 5 11 11 18 Motorola V3 6 4 15 12 19 Nokia 6630 9 8 3 9 20 Note: Model Ranks are based on the No. of messages mentioning the models. Higher rank means more messages Data source: CIC Mobile Phone Practice, 2007 Q1 19
  20. 20. HOT MODEL PRE-LAUNCH BUZZ: Hot models often have pre-launch buzz inspired by professional review articles Trend of Model Buzz Incidence Buzz Incidence of Total Brand and product Messages 4.0% Nokia 5300/E50 Motorola E6 Nokia 6300 3.5% Official Launch Official Launch Official Launch 3.0% 2.5% 2.0% 1.5% 1.0% 0.5% 0.0% Aug-06 Sep-06 Oct-06 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07 Motorola ROKR E6 Nokia 5300 Nokia 6300 Nokia E50 Note: Model Buzz incidence is the percentage of the models messages in all brand and product messages Data source: CIC Mobile Phone Practice, 2007 Q1 20
  21. 21. ACCESSORIES, SOFTWARE AND UPM TOP ATTRIBUTES: Buzz focuses on content and accessories Attributes Buzz Volume for All Products (Buzz Incidence of Total Brand and Product Messages) Accessories 24% Software 21% UPM 18% Entertainment Functions 15% Performance 12% Sales Channels 10% Business Functions 10% User Posted Material (UPM): Operating System 8% includes applications, game, music, Data transmission 8% video, ring tones and other elements Design 6% created, published and/or republished Customer Service 4% by consumers Mobile Type 3% Internet & Mobility 3% Carrier 2% Network Type 1% Data Base: Total Brand and Product Messages=923,295 Data source: CIC Mobile Phone Practice, 2007 Q1 21
  22. 22. CONTENT AND ACCESSORIES TOPS FOR TOP BRANDS: Accessories, Software and UPM are key for top brands Buzz Incidence of Each Topic by Brand in Q1, 2007 Brand Nokia Motorola Samsung Sony Ericsson Dopod Accessories 15.78% 18.26% 19.36% 12.83% 12.85% Software 14.76% 17.17% 11.41% 11.48% 11.43% UPM 12.03% 16.29% 9.64% 10.96% 9.27% Entertainment Functions 10.87% 10.19% 8.80% 14.05% 9.13% Performance 7.76% 8.52% 9.08% 7.73% 8.58% Sales Channels 7.66% 4.62% 12.59% 6.35% 6.43% Business Functions 6.44% 7.58% 8.80% 5.82% 7.14% Operating System 7.93% 4.40% 2.32% 1.82% 6.70% Data transmission 4.64% 6.25% 8.31% 4.39% 6.31% Design 4.15% 3.47% 6.13% 3.89% 2.99% Customer Service 2.40% 2.23% 2.61% 2.72% 1.98% Mobile Type 2.66% 1.65% 2.44% 2.40% 5.16% Internet & Mobility 1.85% 2.13% 2.53% 1.60% 2.08% Carrier 0.88% 1.95% 0.87% 1.13% 1.88% Network Type 1.06% 0.82% 1.62% 0.89% 1.67% Note: Each Attribute Buzz Incidence by Brand is the percentage of each attribute messages among brand and product messages Data source: CIC Mobile Phone Practice, 2007 Q1 22
  23. 23. APPLICATIONS TOP UPM MESSAGES: Applications, themes, e-Books, and Users Guides are top UPM topics UPM Discussion Percentage by Topic Applications 1% 2%1%1% 2% Themes 2% 3% e-Books User Guides Ga 5% Us m Games er e G ui Hacking System de 8% s Videos e-Bo oks Picture Applications Ringtone s me 58% Music e Th Map Turn on/off Animations 17% Animations MTV Advertisements Data Base: Total UPM Messages=193,730 Data source: CIC Mobile Phone Practice, 2007 Q1 23
  24. 24. SAMPLE UPM TOPICS: What drives UPM discussion? UPM Threads with Most Replies in Q1, 2007 Category Subject Reply No. Smart Movie has new version now: Smart Application 23,925 Movie v3.21 Chinese Version How to select, install and uninstall the themes Themes 12,324 on Nokia N73 Share my self-written e-books. Absolutely e-Books 4,526 enjoyable, and always updated The most detailed guides for A1200 Telnet with Guides 1,200 supporting pictures. Game The most classic action game - GunFever 1,112 Data source: CIC Mobile Phone Practice, 2007 Q1 24
  25. 25. SAMPLE QUOTES: Different angles for UPM conversations The post is a great reference for me to learn How to select, install and General Reply something about this, uninstall the themes on Nokia thanks for sharing! N73 Before downloading and implementing the theme, do check Specific Reply if the theme is designed for N73: To supplement this info: right now, 1. If the theme is not designed for N73, please do not use it according to some crazy theme fans’ in case bad display or some unknown errors tests, Nokia 73 can have 26 themes at most. And it is suggested to install the 2. Some themes are not practically useful, for example, the official theme on driver C while installing stand-by picture is beautiful, but the fonts on function list, netizen created themes on driver E SMS are too blurry to read 3. Be careful about the size of the theme, if it is bigger than 1M, it will really affect your phone’s speed. Guan Shui … WOW. Such a long conversation…this is incredible Data source: CIC Mobile Phone Practice, 2007 Q1 25
  26. 26. Summary and Implications
  27. 27. EXECUTIVE SUMMARY (1) Finding Implication IWOM IS MEDIA AND RESEARCH: IWOM IS POWERFUL: IWOM via IWOM is important to marketers blogs, BBS, and online video sharing because it both influences as a more channels has great reach and credible media while at the same time is influence among consumers in China reflective of consumer sentiment IWOM FOR CONSUMER INSIGHT: MOBILE IWOM IS IMPRESSIVE: IWOM represents naturally occurring (i.e. IWOM’s reach for the mobile phone unsolicited) expressions of opinions, category is represented by 4,997,258 experiences, and ideas around mobile messages written by 731,403 unique phones from some of the most informed, users identified for time period connected and influential consumers. January 1 through March 31, 2007 Systematic analysis of IWOM is a necessary element of research and MOBILE IWOM COMMUNITY IS intelligence gathering. COMPLEX: The complexity, depth of HANDLE IWOM WITH CARE: Opinions influence, and relationships within are being expressed within a community online mobile phone communities can context which has networks, leaders, be quantitatively tracked and mapped and a unique language. Marketers need for deeper understanding to fully understand this culture before implementing online community marketing or “buzz tactics” 27
  28. 28. EXECUTIVE SUMMARY (2) Finding Implication TOP BRANDS DOMINATE: The top BE PROLIFIC OR DIFFERENTIATE: 5 brands in terms of buzz volume Brands should seek to identify unique were mentioned in 96% of all brand selling points based on community and product messages, while the top needs in order differentiate. 2 brands provide 19 out of the top 20 most buzzed models PHONES WITH SUSTAINED BUZZ ARE SOME OLDER MODELS ARE TOPS WORTH UNDERSTANDING: Systematic IN BUZZ: Some of the models with analysis of the attributes which contribute the most buzz, for example Nokia N- to overall sustained buzz can improve GAGE QD, are older and / or not big marketing communication as well as sellers, suggesting that product development program understanding what makes a phone “buzz worthy” is complex USERS TALK ABOUT USING: The fact USERS IN CONTROL: In addition to that there is high buzz volume about using functional attributes like accessories the phone and making the phone useful and software, User Generated and fun should inform marketing Content (UGC) accounts for high communication and support programs (i.e. buzz volume within all product Moto music). The fact that consumers want messages content in their own way on their own terms should not be ignored. 28
  29. 29. About CIC
  30. 30. ABOUT CIC CIC is the leading Internet Word of Mouth (IWOM) research and consulting firm in China. CIC helps its clients make sense of the buzz found on Chinese blogs, BBS forums, and other IWOM channels using proprietary text mining technology developed specifically for the Chinese language. With sensitivity toward marketing, market research, media planning, public relations, and product development, CIC’s team of IWOM analysts provide actionable insights for a stable of Fortune 500 retainer clients in China and around the world. CIC was founded in 2003 by a team of local and international professionals with experience in the Chinese public relations, market research, and brand consulting industries. Visit www.cicdata.com or www.seeisee.com for more information. 30
  31. 31. CIC IS AN IWOM RESEARCH AND CONSULTING FIRM: Our analysts use proprietary technology to help clients make sense of the buzz Using proprietary technology, CIC tracks tens of millions of IWOM messages every month on BBS and blog to tell you how much talk there is, who’s talking, where they are talking, and if the talk is good or bad. Most importantly, our analysts tell you what it all means and what you can/should do about it. PROPRIETARY TECHNOLOGY UNMATCHED IWOM EXPERT EXPERIENCE ANALYSTS 31
  32. 32. OUR BLOGS: www.seeisee.com (Chinese) www.seeisee.com/sam (English) OUR WEBSITE: www.cicdata.com Thank You CONTACT US: info@cicdata.com
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