Tuning Into Sports IWOM Q4 2007 (English)
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Tuning Into Sports IWOM Q4 2007 (English)

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Tuning Into Sports IWOM Q4 2007 (English) Tuning Into Sports IWOM Q4 2007 (English) Presentation Transcript

  • Tuning into Sports IWOM, 2007 Q4 An overview of Internet Word of Mouth around sports on Chinese online social media (BBS and Blog) May 8, 2008 © 2008 CIC
  • Study Background and Quick Takeaways
  • STUDY BACKGROUND • The purpose of this study is to provide an overview of Internet Word of Mouth (IWOM) for the mainland China sports industry with a categorical focus on basketball and football. • The systematic online sports industry analysis used in this study is based on 4,311,758 BBS (online message board) messages from mainland China related to sports written by 296,017 unique user names from October 1 to December 31, 2007. • The scope of sports industry study covers 14 sports brands, 597 basketball and football athletes, and 187 basketball and football teams. • The messages were collected and mined using CIC’s patent pending data collection & text mining tools and methodology with analysis by CIC’s Sports IWOM analyst team. * This study was conducted independently and not sponsored by any manufacturer or any organization. © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 3
  • KEY FINDINGS • Nike led Q4 buzz among the 14 tracked brands with over 42% share of voice. New product and campaign launches had a noticeable impact on buzz volume for several brands including Nike, Adidas and Reebok. For example, the launch of Nike’s new basketball sneakers and the launch of Adidas’ and Reebok’s campaigns in Q4 drove the high buzz volumes around these three brands. • Basketball and football dominate the sports category buzz. Yao Ming and Houston Rockets topped the basketball player and team buzz, with 7.7% and 13.0% share of voice respectively. Football star Kaka and football team AC Milan occupied the top positions for football players and teams. • Compared to those on larger portals or sports vertical communities, online fan club community members are over 2 times more active in creating content. Administrators of these fan clubs are not only among the most active content creators, but also possess rich knowledge of the forum discussions and utilize a number of tactics to influence others’ messages. • Sports net culture is filled with a number of unique elements and serve as both media and communication platforms. E-zines (e-magazines) are created and/or supported by brands, websites and fans, rivaling traditional magazines in terms of content and overall quality. “Group reporting” of live matches on BBS is similar to recent development of Twitter “sports groups” (i.e. “Twitter Super Bowl”) in the West (though predates Twitter by many years). Cartoon blogs are finding new ways to communicate and represent fans’ passion and love of sports. © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 4
  • KEY IMPLICATIONS • The systematic analysis of over 4 million BBS sports related postings demonstrates not only the popularity and passion of netizens toward sports and sports-related culture and brands, but also serves as a window to consumer and youth culture that can provide insight for more effective marketing communications. • Chinese net culture is extremely developed, if not more developed than the West and other markets. For example, the recent development of Twitter groups in the United States to “group” watch events like the Super Bowl and Boston Red Sox games are predated by group reporting of NBA games and football games on Chinese BBS. • The recent launch of “Nike iD” in China is an example of how a product can “ride the wave” of consumer net culture. Chinese “sneaker heads” and other fans of sneakers have long posted pictures of their DIY (do it yourself) personalization of sports shoes. Brands can learn from their consumers and leverage the learning with more effective product design, campaign development and campaign targeting. © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 5
  • An Introduction to Chinese Sports IWOM
  • WHAT IS INTERNET WORD OF MOUTH (IWOM)? Definition: Text and multimedia content related to companies, products or services shared by netizens, including brands and consumers, via online community platforms such as BBS (online message boards), blogs and video sites. BBS Blog Video-Sharing Any information of the sports Provide up-to-date world you want to Know?! Just information on tennis world. come to join us ! For more on this definition, see our blogs here (EN) and here (CN) © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 7
  • IWOM HAS MASSIVE REACH • 210 million Internet users Internet User in China (Unit-million) 210 in China* • 74.6 million regular BBS 137 111 users (35.5%)* 94 80 59 • 49.4 million Chinese 34 23 bloggers (23.5%)* 1 2 9 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 Regular BBS User Online (Unit-million) Regular Blog User Online (Unit-million) 74.6 50.6 49.4 46.2 34.7 19.6 15.0 15.8 11.2 3.3 2001 2002 2003 2004 2005 2006 2007 2005 2006 2007 *Data Source: The 21st Statistical Survey Report on the Internet Development in China by CNNIC, January 2008 © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 8
  • IWOM BRINGS COMPLEXITY TO COMMUNICATIONS: Consumers are gaining influence Consumers have their own media in blogs, BBS and other community platforms that can both amplify and influence traditional media as well as reflect and influence consumers themselves. Billboard BBS Blog TVC IWOM Shape Influence Reshape Mainstream Media Video Sharing Newspaper & Magazines © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 9
  • UNIQUE NETIZEN LANGUAGE: The presence of online culture is represented by a unique lexicon Selected Athlete and Team Selected Net Language on Nick Names Sports E-community Nick Name Interpretation 某蜜/某黑(-- lover/ -- hater): The people who strongly supports certain 大姚 Big Yao athletes or teams will be named “-- lover“, e.g. Yao lover (姚蜜). On the contrary, those who Ming with 胡子明 frequently criticize certain athletes or teams mustache will be named “-- hater”, e.g. Yao hater (姚黑). Yao Ming 明王 King Ming 筒子 / (mates): Piero for penalty Used to refer to other netizens chatting in the 点球皮 goal same forums. It is frequently used in sports forums. Alessandro Del Piero 斑马王子 Prince of zebra 小黑屋 (little black house): The green shirt The name for a netizen who is banned from 绿衫军 posting in the forum by BBS administrator. army Boston 蚱蜢 The grasshoppers 卡路里 (calorie): Celtics 蚂蚁队 The ants team In a particular basketball e-community, this term refers to virtual money within the forum 枪手 The gunners (not the heat energy unit). 我厂 My factory See more sports net languages on seeiee Arsenal blog (Chinese) © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 10
  • NETIZENS’ GREAT PASSION FOR SPORTS: CIC sports practice collected over 4,300,000 posts generated by netizens in 2007 Q4 Sports practice data for Q4, 2007 4,311,758 296,017 269,390 # of Post # of Poster # of Conversation © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 11
  • Sports Brand IWOM
  • SPORTS BRAND BUZZ: Nike leads with 42.5% of sports brand buzz in Q4 * Buzz incidence of top 10 mentioned sports brands in Q4, 2007 Nike 42.5% Adidas 21.9% Reebok Vertical 11.8% Lining 5.0% Portal Converse 4.0% Portal 3.8% Anta Puma 3.4% Fans club AND1 2.9% Portal Kappa 2.7% Mizuno 0.5% * Notes: Sports brand buzz incidence is the number of brand mention that occurs in all sports brands posts Base: Total number of sports brands posts in Q4 2007 is 229,087 © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 13
  • SPORTS BRAND BUZZ: New product and campaign launch are main brand buzz drivers Weekly trends for top 3 sports brands buzz in Q4, 2007 15,000 Nonofficial ZK3 and Number of post AJ23 pictures release A series of real AJ23 10,000 pictures release Adidas Olympic campaign launch 5,000 Reebok Yao campaign launch 0 10.1-10.7 10.8- 10.15- 10.22- 10.29- 11.5- 11.12- 11.19- 11.26- 12.3-12.9 12.10- 12.17- 12.24- 10.14 10.21 10.28 11.4 11.11 11.18 11.25 12.2 12.16 12.23 12.31 Base: Total number of sports brands posts in Q4 2007 is 229,087 © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 14
  • NETIZENS’ PASSION TOWARDS SPORTS: Sports fans use brand assets for creating original content Recreating content among brand fans Original Nike slogan Netizens’ recreating slogans Slogan recreating “Just over time it!” “Just do it” “Just Nike it!” Original “My Story” content Netizens’ recreating drawings Content recreating Original “Where Amazing Netizens’ recreating videos Happens” TVC TVC recreating Link Link © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 15
  • NETIZENS’ PASSION TOWARDS SPORTS: Brands can ride the wave of sports net culture Hot sneaker DIY culture among Mizuno’s “Table Tennis Shoes Graffiti” campaign invites netizens to design shoes for China’s table sneaker heads tennis athletes Nike iD allows consumer to design his or her own unique sneaker Many netizens have begun to show off their unique creativity and personal style through sneaker DIY, especially with graffiti. Brands such as Nike and Mizuno have launched campaigns and products that engage such active netizens. © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 16
  • NETIZENS’ PASSION TOWARDS SPORTS: Brands can ride the wave of sports net culture “Showing off” is popular among Conversations about Gatorade’s “Crazy Fans” online sports fans campaign shows netizens’ enthusiasm toward sports The conversation received over 9,000 replies and 166,087 page views Lining’s “One Team” campaign Inspires netizens to make TVC version Enthusiastic sports fans are becoming more open to expressing themselves by “showing off” or “shai-ing” their sports collections via online community platforms like BBS (for more “shai” culture click here). Brands can leverage this trend by initiating campaigns which encourage netizens to show themselves and their sports collections off in front of large online audiences. © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 17
  • Basketball and Football IWOM
  • BASKETBALL BUZZ: Yao Ming and Houston Rockets buzz topped basketball player and team buzz respectively *Buzz incidence of top 5 mentioned basketball athletes, Q4 2007 Yao Ming 7.7% Not surprisingly, as one of the most Kobe Bryant 6.7% popular athletes in China, Yao and his team Houston Rockets, topped Tracy McGrady 6.1% the athlete and team buzz. Yi Jian Lian 3.7% Michael Jordan 3.3% • Base: Total post number of basketball athletes is 1,714,008, Q4 2007 • Notes: Basketball athletes include NBA and CBA players. *Buzz incidence of top 5 mentioned basketball teams, Q4 2007 Houston Rockets 13.0% Los Angeles Lakers 4.3% Milwaukee Bucks 3.2% Phoenix Suns 1.9% • Base: Total post number of basketball team is 2,111,352, Q4 2007 San Antonio Spurs 1.9% • Notes: Basketball teams include NBA and CBA teams. *Buzz incidence of basketball athlete/team is the number of athlete/team mention that occurs in all basketball athletes/teams posts © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 19
  • FOOTBALL BUZZ: Kaka and AC Milan buzz topped football player and team buzz *Buzz incidence of top 5 discussed football athletes, Q4 2007 Kaka 4.2% Kaka’s Golden Ball award win in 2007 and AC Milan’s match against Ronaldo 2.7% Inter Milan in Q4 triggered high buzz Ronaldinho 2.0% volumes for Q4. Messi 1.7% • Base: Total post number of football athletes is 965,225, Q4 2007 Cristiano Ronaldo 1.6% • Notes: Football athletes include top 5 European football league players and Chinese league players. *Buzz incidence of top 5 discussed football teams, Q4 2007 AC Milan 4.1% Manchester United 2.7% Juventus 2.7% Inter Milan 2.6% • Base: Total post number of football team is 2,481,461, Q4 2007 Arsenal 1.7% • Notes: The football teams include top 5 European football leagues teams and Chinese league teams. *Buzz incidence of football athlete/team is the number of athlete/team mention that occurs in all football athletes/teams posts © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 20
  • TEAM VS. PLAYER: Football teams dominated total team buzz (7 out of top 10) while basketball athletes dominated total player buzz (8 out of top 10) *Buzz incidence of top 10 mentioned sports teams *Buzz incidence of top 10 mentioned athletes Houston Rockets 6.0% 4.9% Yao Ming AC Milan 3.0% 4.3% Kobe Bryant Manchester United 3.0% 3.8% Tracy McGrady Juventus 2.0% 2.3% Yi Jian Lian Los Angeles Lakers 2.0% 2.1% Michael Jordan Inter Milan 2.0% 1.6% Lebron James Milwaukee Bucks 1.5% 1.5% Kaka Arsenal 1.3% 1.1% Steve Francis Barcelona 1.2% 1.0% Ronaldo Real Madrid 1.1% 0.9% Allen Iverson Understanding the differences between netizens’ communication habits and focusing on their interests Football related can help brands to create effective campaign/promotion Basketball related strategies which will be more welcomed by netizens. *Buzz incidence of athlete/team is the number of athlete/team Base: Total number of athlete post is 2,679,223, Q4 2007 mention that occurs in all athletes/teams posts Total number of team post is 4,592,813 ,Q4 2007 © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 21
  • TEAM VS. PLAYER: Basketball fans discuss players, football fans discuss teams Football Basketball Quote : That’s why Chelsea is better than Quote : Luther Head is really disappointing. Liverpool. We have seen what Liverpool When Yao is at his best, he still needs can do, but we haven’t done our best yet. support from other team members. In the end, basketball is a team sport. 帖子示例 :切尔西比他本事的地方。昨天利 物浦的本事我们看到了,那就是他的全部。 帖子示例 :海德让人失望 咳 姚明继续出色的 而我们还没做到最好 同时 需要队友们的支持 楼主说的很队正确 毕 竟篮球是一项整体的运动 © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 22
  • BUZZ TREND FOR AC MILAN: AC Milan fans are united in support, especially during important matches against competitors like “Milan Derby” *Keyword Frequency Rank for AC Milan Unit post Weekly buzz trend of Ac Milan in Q4, 2007 20,000 Discussion Content 15,000 Rank Keyword Frequency 10,000 5,000 Milan Derby at Dec 23rd 1 Inter Milan – 国际米兰 6,922 drove Ac Milan buzz 0 8 5 3 1 8 6 1 .4 11 .2 14 9 7 .2 .2 .3 .2 .2 .1 .1 2. 0. 12 11 1. 0. 11 11 -1 12 12 12 10 10 -1 6- 9- -1 -1 .3 .1 2- 9- 0- 7- 4- 5- 2- Milan derby – 米兰德比 .5 .2 .2 .8 2 5,325 12 10 .1 .1 .1 .1 .2 .1 .2 11 10 11 10 11 11 12 12 12 10 10 3 Juventus – 尤文图斯 3,898 Quote: The Milan derby will begin soon, is there anyone who is interested in the match? Let’s discuss together. 4 Boca – 博卡 2,473 帖子示例:米兰德比开始了,有没有同好?一起吼 起来!! Shakhtyor Donetsk Team – Quote: AC Milan is playing against Boca Junior 5 1,976 矿工 and the score is 1:1. Let’s go pay attention to it. 帖子示例:AC米兰 VS 博卡青年队 *Keyword frequency: the rank is according to CIC Keyword Frequency 目前的比分是1:1去关注下啊 Analysis around “AC Milan” in terms of No. of mentions © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 23
  • BUZZ TREND FOR YAO MING: Yao Ming’s fans created articles in preparation for his first match against Yi Jianlian Keyword Frequency around Yao Ming Unit post Weekly buzz trend of Yao Ming in Q4, 2007 20,000 Discussion Content 15,000 10,000 Rank Keyword Frequency Yao Min and Yi Jianlian’s 5,000 first competition in NBA drove Yao’s buzz 1 Rockets – 火箭 18,462 0 8 5 6 3 1 1 8 14 .4 11 .2 9 7 .1 .2 .3 .2 .1 .2 .2 2. 0. 12 11 1. 0. 11 11 -1 12 12 12 10 10 -1 6- 9- -1 -1 .3 .1 2- 9- 0- 7- 4- 5- 2- .2 .2 .5 .8 12 10 .1 .1 .1 .1 .2 .1 .2 11 10 11 10 11 11 12 12 12 10 10 2 McGrady – 麦蒂 3,978 Subject: have been waiting for a long time, Yao vs. Yi [Authorship] 3 Yi Jianlian – 易建联 2,610 帖子主题: 千年等一回,姚明大战易建联[原创] Subject: [Absolutely Original] Yao Ming VS Yi Jianlian 4 Kobe – 科比 1,492 帖子主题:[绝对原创] 姚明VS易建联 5 Adelman – 阿德尔曼 1,294 *Keyword frequency: the rank is according to CIC Keyword Frequency Analysis around “Yao Ming” in terms of No. of mentions © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 24
  • ATTRIBUTES OF DIFFERENT SPORTS COMMUNITIES: Online fan club users create over twice the amount of content of users on portal and vertical sports sites Comparison of 3 of the hottest BBS communities* 40,000 200 159 30,000 150 20,000 100 68 64 10,000 50 0 0 Portal Site Vertical Site Fan Club No. of Poster Avg. post number per poster** *Selected hottest site from each type of BBS community in terms of the buzz volume in Q4 2007 for data comparison **Avg. post number per poster: the higher the rate is, the more passionate the netizens are to take part in conversation. © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 25
  • ADMINISTRATOR IN FAN CLUBS: Administrators are among the most active users with the highest prestige Administrator is active Administrator is powerful Top 5 active posters in the hottest fan club Main functions of BBS Administrator No. of Post in • Ensure the user content is appropriate and Rank Poster Identity Q4 2007 legal 1 Administrator 3,029 • Recommend and highlight high quality posts 2 Administrator 2,134 • Delete meaningless, rule breaking, and/or commercially seeded posts 3 Member 1,993 • Restrict/delete posters who break the rules 4 Member 1,598 • Answer questions and educate users 5 Member 1,514 Administrator is respectable BBS administrators possess rich knowledge of Netizens’ comments on administrator the fields or topics discussed in the forums and Quote: “The administrator’s resource forum is possess power within the BBS community. They always the specialty for our fans club.” manage the forum based on their professional 帖子示例: “斑竹的资源版一直是我们的招牌菜.” knowledge, authority and influence. They are among the most active users. Quote: “Support~~, administrator’s decoration design [for sneaker] is beautiful; the article is Cooperating with administrators can be one way very professional.” for brands to connect with e-communities. 帖子示例: “顶~~,版主装修的很华丽~写的也 灰常的专业。” © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 26
  • Sports Net Culture
  • SPORTS E-ZINE: E-zine is becoming a communication tool for sites, online fans clubs and brands SITE – Sports related sites FAN – Athlete fans create and BRAND – Sports brand delivers offer E-zine download update e-zine for idol running information Music in magazine • Online running training place • Fans running MV E-ZINE (Electronic-magazine) is a magazine/newsletter published online. With the frequent match/athlete updates and demand for information through multi-media channels, E-ZINE is an easy way for netizens to access sports related information. E-ZINE is also used as a promotion tool for commercial sites, online fans clubs and brands. The E-ZINE can be seen as an alternative platform for brands to deliver information. More importantly, it can be seen as an opportunity for brands to build long term relationship with core netizens or fans communities. © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 28
  • GAME ‘GROUP REPORTING’: Netizens passionately and systematically report on and discuss games Before match During match After match - Announce group reporting - Live game discussions - Discussing conclusion and topic updating game statistics Topic: Special post for Rockets group reporting Quote: “I applied for a group reporting hotline. I hope I can Quote: “It is so scary. Quote: “Hayes established the have the chance to report it.” Rockets are already 8 points game’s tone for Rockets’ win. 帖子示例:”我申请 热线 做好 behind at Hawks’ court. He is the king of defense.” 并经过检查,希望给我机会” 帖子示例:很凶险啊,在鸟 帖子示例:”海耶斯奠定了火箭 的主场,落后8分了” 本场赢球的基调 防守之神。” Group reporting is popular among netizens and is done by a group of passionate and professional sports fans. Brands could acquire useful content by cooperating with these netizens, e.g. NBA has already begun to invite bloggers to write match reports for its official site. (see Chinese blog article here). Moreover, popular activities on E-communities dedicated to sports like “grab floor”, building long conversation threads and match promotion can be leveraged by brands to participate in e- community. (To learn more about these activities, see here) © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 29
  • SPORTS BLOGOSPHERE: Blogs are another popular media and communication channel for sports fans Blogs have become a popular platform for individual netizens to show their passion for sports. Furthermore, individual bloggers are beginning to form “blog groups” to increase communication and the exchange of ideas between bloggers. Sports apparel blog group Cartoon blog group Sports writer blog group Sports Blogs Athlete blog Sports fan group And more….. blog group © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 30
  • CARTOON BLOG: Cartoon bloggers are well received by sports fans especially when they create new cartoon images Sports blogger with over 1 million Cartoon Bloggers in the club page views PV 6,020,539 PV 1,454,755 PV 15,733,672 PV 326,344 Netizen adds Sports cartoon blogger are a growing Pepsi can to the trend generating impressive page views. cartoon picture Brand’s direct or indirect involvements of Beckham with cartoon bloggers demonstrates a drawn by a new way to connect to fans for brands. popular cartoon blogger. © 2008 CIC Data Source: CIC Sports Practice, 2007 Q4 31
  • About CIC
  • ABOUT CIC CIC is the leading Internet Word of Mouth (IWOM) research and consulting firm in China. Established in 2004 in Shanghai, CIC is the first IWOM research and consulting firm in China and has pioneered and significantly contributed to the growth of the IWOM industry in China. CIC helps its clients “make sense of the buzz” found on Chinese blogs, BBS, and other IWOM platforms using proprietary and patent pending data harvesting and text mining technology developed for the unique Chinese social media landscape and language. Based on systematic analysis of the buzz, our analysts provide insights with sensitivity towards market research, marketing and campaign strategy, PR and crisis management, R&D, competitive intelligence, and marketing effectiveness measurement to a stable of Fortune 500 clients in China and around the world. CIC also has strong partnerships with leading international PR, advertising and digital media firms. 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 Data Source: CIC Sports Practice, 2007 Q4 33
  • Thank You OUR BLOGS: www.seeisee.com (Chinese) www.seeisee.com/sam (English) OUR WEBSITE: www.cicdata.com CONTACT US: info@cicdata.com © CIC 2008