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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 />HAIR CARE IWOM INSIGHT<br />An IWOM Category Overvie...
Table of Contents<br />Introduction <br />Part One: 	China IWOM Introduction <br />Part Two: 	6 Areas of hair care IWOM In...
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 />What are the most popular brands?<br /><ul><li>What products enjoy sustained buzz?
What makes them popular?
What fuels the buzz?</li></li></ul><li>HAIR CARE BRAND BUZZ VOLUME OVERVIEW I  L’Oreal enjoyed half of the total buzz volu...
HAIR CARE BRANDS - IWOMHEALTH I: FIRST HALF OF 2009L’Oreal Professional enjoyed the highest NSR, while VS enjoyed a relati...
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HAIR CARE 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 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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HAIR CARE IWOM INSIGHT - 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 />HAIR CARE IWOM INSIGHT<br />An IWOM Category Overview Report focused on Hair Care in China: your guide to hair care 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 hair care 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 />What are the most popular brands?<br /><ul><li>What products enjoy sustained buzz?
  10. 10. What makes them popular?
  11. 11. What fuels the buzz?</li></li></ul><li>HAIR CARE BRAND BUZZ VOLUME OVERVIEW I L’Oreal enjoyed half of the total buzz volume followed by P&G and Kao<br />Buzz Share<br />Data Source: CIC Hair Care IWOM Practice Data Panel<br />Data Base: Total number of hair care brand cat 1 buzz volume in 2009 is: 144,858<br />
  12. 12. HAIR CARE BRANDS - IWOMHEALTH I: FIRST HALF OF 2009L’Oreal Professional enjoyed the highest NSR, while VS enjoyed a relatively high NSR and buzz volume<br />NSR<br />Buzz Volume<br />
  13. 13. Who?<br />Friends or foes?<br /><ul><li>Who’s talking about you?
  14. 14. Who’s talking about the competition?
  15. 15. Who leads them into discussion and how?
  16. 16. Where do they “congregate”?</li></li></ul><li>EFLUENCER ANALYSIS – QuantitativeThe top two efluencers are found on Sohu<br />List of Top 10 Hair Care Efluencers, Dec 2009<br />Data Source: CIC Hair Care Data Panel<br />
  17. 17. SOCIAL MEDIA APPLICATION FOR MARKETING ENGAGEMENT IVNew Trend: Here comes the video review era<br />Netizens’ feedback<br />Sample review page<br />Reply: 115<br />Quote: The girl is beautiful. It’s a good Clinique product. What a cute microphone.<br />Sample Quotes<br />讲的很好,很喜欢你的声音哦 / Your presentations are good, I really like your voice (Link)<br />Sample video comment of a certain product<br />Summary<br />Compared to text review oriented sites like dianping.com, a new trend of video reviews made by netizens themselves emerged on 92dp.com . Through this kind of reviews netizens can get an instant clear picture of a product instead of imagining it, can see its effect, can get usage tips, etc. Netizens welcome these video reviews, especially if the reviewer featured in the video is attractive.<br />
  18. 18. How?<br />Engaging 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?</li></li></ul><li>ONLINE CAMPAIGN CASE STUDY<br />- Brands can enhance consumer engagement with effective online campaigns<br />- The H&S campaign offering standard products as prizes triggered hot conversations<br />Summary<br /><ul><li>Brand: Head&Shoulders
  21. 21. Community: Onlylady
  22. 22. Date: Sept. 2009
  23. 23. Duration: 2 weeks
  24. 24. Reward: H&S standard products
  25. 25. Rules of participation:
  26. 26. Answering four questions online
  27. 27. The questions were about the new H&S men’s shampoo
  28. 28. Answers could be found in the topic post
  29. 29. Each week, 40 netizens who answered correctly would be chosen randomly as winners and receive prizes.</li></ul>Sample Quotes:<br />海飞丝的洗发水不错哦~~积极参加活动 (Link)<br />The H&S campaign is quite good. I would love to take part in it.<br />Link<br />

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