CIC Notebook Report Teaser


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CIC Notebook Report Teaser

  1. 1. Notebook Report Teaser An IWOM Category Overview Report focused on notebook in China: your guide to notebook consumer insight and digital intelligence from Internet Word of Mouth (IWOM) Production: CIC Notebook Team Time Period: 2008 Jan-Dec © 2009 CIC
  2. 2. ABOUT THIS REPORT: OVERVIEW • CIC’s IWOM insightTM Category Report is a thorough introduction to the IWOM around the Notebook Industry. The report is ideal for brands and marketers who want to gain better insight into the influential Chinese Internet community and/or who are looking into create IWOM based marketing campaigns. In order to provide this level of insight, the report addresses the following questions: how much talk is going on, what’s being said, who’s saying it, where is it being said and what does that mean for brands. • This IWOM insightTM Category Report gleans insight and digital intelligence from various Internet Word of Mouth (IWOM) sources and provides insight into issues regarding reputation measurement, consumer research, new media strategy and marketing inspiration. Category Overview Report for Notebook 2
  3. 3. ABOUT THIS REPORT: DESIGN AND METHODOLOGY • To complete this notebook category overview report, CIC tracked 1,065 models from 25 manufacturers during the period of 2008, collecting 10,421,713 BBS (online message board) messages from top consumer electronics BBS in China. All collected messages were then categorized and mined according to a library of terms (including Internet slang) that represents companies, brands, products, and attributes. • All obvious “spam” and troll messages called 灌水 (guan shui) were filtered out. Messages that contained the correct characters yet referred to something other than the intended object were also filtered out. Category Overview Report for Notebook 3
  4. 4. ABOUT THIS REPORT: RESEARCH OBJECTIVES This report aims to generate significant insights and information for companies interested in the notebook industry and so will specifically focus on topics based around:  Marketing Research  Competitive Intelligence  Customer Relationship Management  Brand Equity Tracking And Reputation Management  Public Relationship And Crisis Management  Media Planning And Purchase  Campaign Ideation Category Overview Report for Notebook 4
  5. 5. Report Highlights:
  6. 6. • How much online buzz is there relevant to notebook computers? • What are most discussed notebook brands? • How is the IWOM health of the top ten brands? • What are the most talked about notebook attributes online? • What is the brand attribute landscape for notebook IWOM? • Where are these conversations taking place? • Who are the efluencers of notebook IWOM? Category Overview Report for Notebook 6
  7. 7. NOTEBOOK CATEGORY OVERVIEW The notebook category enjoys a consistently high buzz volume, with over 800,000 posts each month unit: post Monthly post and conversation trend, 2008 unit: Conversation 1,800,000 During the summer 180,000 holiday, many students 1,600,000 asked questions about 160,000 buying notebooks. 1,400,000 140,000 1,200,000 120,000 1,000,000 100,000 800,000 80,000 600,000 60,000 400,000 40,000 200,000 20,000 0 0 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Post Conversation •Data Source: CIC Notebook IWOM Practice Data Panel •Data Base: Total number of notebook category posts in 2008 is 10,421,713 Category Overview Report for Notebook 7
  8. 8. NOTEBOOK BRAND BUZZ REVIEW Lenovo was the most discussed brand in 2008, followed by HP 544,169 344,223 243,065 237,452 134,062 119,106 107,988 86,164 ThinkPad 41% 53,677 Lenovo 59% 39,974 30,322 27,584 23,710 20,810 ThinkPad related posts contributed 41% of the overall Lenovo buzz volume 18,288 17,823 14,274 12,154 11,639 •Data Source: CIC Notebook IWOM Practice Data Panel Unit: Post 10,073 •Data Base: Total number of notebook brand posts in 2008 is 1,587,871 Category Overview Report for Notebook 8
  9. 9. NOTEBOOK BRAND IWOM HEALTH Korean and Japanese brands have a higher sentiment rating but lower buzz volume since they focus on design, appearance, and weight NSR IWOM health landscape of top 10 brands, 2008 100% 80% 60% 40% 20% 0% Buzz Volume 0 120,000 240,000 360,000 480,000 600,000 Category Overview Report for Notebook 9
  10. 10. NOTEBOOK ATTRIBUTE BUZZ OVERVIEW Configuration and price ranked 1st and 2nd while design & appearance and accessories & peripherals rank 3rd and 4th, respectively. Notebook Buzz Attributes Rank, 2008 Configuration 537,975 Price 341,903 Design & Apperance 197,087 Accessory & 156,680 Peripheral Performance 121,557 Function 111,743 •Data Source: CIC Notebook IWOM Practice Data Panel Unit: Post •Data Base: Total number of notebook attribute posts in 2008 is 1,028,854 Category Overview Report for Notebook 10
  11. 11. NOTEBOOK ATTRIBUTE BUZZ OVERVIEW - CONFIGURATION Consumers mentioned notebook quality depended on CPU performance. Meanwhile, with the increase in popularity of entertainment functions, such as gaming and HD, consumers are beginning to discuss the quality of the graphic card as well Configuration 537,975 Price 341,903 Design & Apperance 197,087 Sound Card Wireless Keyboard 1% Network Card •如果把CPU换成酷睿双核2代T7100,性能能相 Accessory & 2% 1% 156,680 差多少?(link) / Peripheral CD/DVD/CD- RW Drive • If the CPU was replaced with a T7100, how 4% much performance will be lost? Performance 121,557 CPU Screen 23% Harddisk 5% 11% 想玩游戏就买T61P吧.T61的显卡玩大型3D游戏 Function 111,743 不行的. (link) Motherboard / Graphic card Chipset If you want to play games, T61P is better. 21% 16% Because the graphic card in the T61 is not Memory suitable for 3D games. 16% •Data Source: CIC Notebook IWOM Practice Data Panel Category Overview Report for Notebook 11
  12. 12. NOTEBOOK BRAND ATTRIBUTE LANDSCAPE: • Configuration and performance are most frequently mentioned near BENQ, ASUS, DELL and Acer •Configuration notebooks by consumers •Performance •Service & Channel •Price •Function • When discussing design and appearance, Samsung is the most mentioned brand. •Marketing & Promotion •Design & Appearance • Consumers mentioned price and marketing promotion when discussing Lenovo and Hasee Category Overview Report for Notebook 12
  13. 13. COMMUNITY BUZZ OVERVIEW Over 80% of the buzz was generated from the top 3 sites Buzz share of sites Notebook Top 10 BBS Rank by Posts, 2008 100% 80% Rank Community URL # of Post % of Total 1 太平洋电脑网论坛 4,197,076 40.3% 2 中关村在线 2,405,477 23.1% 60% 3 It168 本友会 1,783,813 17.1% 4 xxxx 838,067 8.0% 5 xxxx 592,629 5.7% 40% 6 xxxx 265,352 2.5% 7 xxxx 102,253 1.0% 8 xxxx 75,102 0.7% 20% 9 xxxx 54,725 0.5% 10 xxxx 51,091 0.5% 0% sites 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Category Overview Report for Notebook 13
  14. 14. SAMPLE EFLUENCER PROFILE Jetblack is a board moderator of IT168, and has strong influence within the “notebook club” sub-forum. ID : Jetblack Many netizens like to ask Jetblack for help Summary: Jetblack is a board moderator of IT168’s “notebook club” sub-forum. Since he is a expert on notebook computers, he likes to give detailed answers to other netizens' questions. Many netizens on IT168 like to ask jetblack for help with various computer issues. Furthermore he holds the position of board moderators. This combined with his reputation for giving advice makes jetblack an efluencer. CIC View: BBS users like to choose people who are active online and knowledgeable about notebook computers to be the board moderator in notebook forums and often these moderators become efluencers and can be good targets for brands Category Overview Report for Notebook 14
  15. 15. Research methodology
  16. 16. RESEARCH METHODOLOGY CIC buzz measurement process Identify relevant source of online conversation source Data Collection Using customized tools and industry term library collecting data Filter out irrelevant and duplicate data and assess data quality Expert construct product & driver categorization Data Mining Data mining by powerful natural language mining tools Human quality assurance for data mining result Using customized tools to analyze buzz volume and content Data Analysis Experienced analyst to dig out insights behind IWOM dynamics Buzz findings Delivery on regular basis in flexible format Category Overview Report for Notebook 16
  17. 17. IWOM RESEARCH METHODOLOGY: DATA COLLECTION Notebook Report Industry Analysis FIXED FORUM Empowered by CIC self- developed patent BBS message Spider/Robot CIC Notebook Industry Practice Fixed Research Data Panel Industry Practice CIC Notebook Data Panel Database Collect average 0.8 million messages every Notebook related month from CIC selected and fixed BBS IWOM forums related to Notebook and Computer hardware industry practice. Category Overview Report for Notebook 17
  18. 18. IWOM RESEARCH METHODOLOGY: DATA ANALYSIS Product Buzz evaluation, to identify which product is being discussed Structured Brand/Product Analysis Diversified Attribute Analysis Our experts construct detailed customized product According to naturally occurring online discussion buzz categorization based on natural online and the scope of the interests, we also look into the discussion using powerful language mining tools to attributes and aspects of the online buzz and the measure the quantity of buzz and brand mentions. associations with product related talk. Sample Product Tree Sample Driver Tree Note: the tree showed here is a small part of the tree structure, which for example. Category Overview Report for Notebook 18
  19. 19. How do I learn more?
  20. 20. FULL CONTENT FOR NOTEBOOK CATEGORY OVERVIEW REPORT (1) Introduction of Category Overview • Report Description: A comprehensive overview of the Mainland China Notebook IWOM environment which includes “how much Notebook talk, what’s being said, who’s talking, where they are talking, what does it all mean and what brand/agency should do”. • Data Coverage: 10,421,713 BBS (online message board) messages generated by 1,364,184 conversations on parenting communities during year 2008. Part I: China IWOM Introduction • The Power of The Internet Community: key statistics, perspectives, and case studies that demonstrate how Internet Word of Mouth (IWOM) is redefining the brand/consumer relationship in China • IWOM as Strategic Intelligence: selected cases for “Brand Reputation Management”, “Consumer Insight from Product Talk”, “New Media Intelligence” and “Marketing Ideation” Part II: Brand Reputation Management • IWOM Health Analysis  Buzz volume and buzz trend of overall Notebook category  Brand IWOM health (including buzz volume and sentiment)  Buzz volume and trend of leading brands  Hot positive or negative topics around brand discussion • IWOM Crisis Case Study  Introduction of crisis 2.0  Key crisis case review in 2008 • IWOM Based Brand Image Analysis  Brand image analysis of key brands (analyzing the brand image of key brands in netizens’ mind via qualitative methods) 20
  21. 21. FULL CONTENT FOR Notebook CATEGORY OVERVIEW REPORT (2) Part III: Consumer Insight from Product Talk • IWOM Dynamics of Product Discussion  Buzz volume of key attributes (i.e. configuration, price, design & appearance)  Qualitative analysis of key attributes to provide in-depth understanding  Buzz volume of key sub-attributes (i.e. configuration’s sub-attributes are CPU and memory)  Buzz volume of brand related key sub-attributes • Consumer Insights from Interesting Topics Part IV: New Media Intelligence • Hot Communities Analysis (via CIC community analysis index as below)  Participation & Passion  Creativity & Interactivity • Key Efluencer Analysis • Community Case Study: a look inside the culture and key functions of an influential community Part V: Marketing Ideation • Digital Culture Analysis for Notebook Category  Hot net language in Internet  Hot keywords within Notebook talk  Hot conversations within parenting communities • Campaigns and Inspiration  Creative ideas from netizens  Successful campaign case study 21
  22. 22. HOW CIC CAN HELP ON SOCIAL MARKETING IN CHINA • Market evaluation: evaluate the IWOM performance of notebook brands and other various brands (buzz volume and sentiment) • Competitive intelligence: understand key competitors’ performance and marketing activities in social media • Consumer insight: find out netizens’ needs and feedback on various Notebook products • PR management: understand netizens’ feedback on potential/ current crisis and help the brands respond quickly to and manage crises • Media buy: tell the brands where to launch social media marketing activities and advertisements • Online campaign tracking and evaluation 22
  23. 23. Contact us: Production: CIC Notebook Team Time Period: 2008 Jan-Dec CIC Contact: Wayne Wu (
  24. 24. OUR BLOGS: (Chinese) (English) Thank You OUR WEBSITE: www.ciccorporate.comm CONTACT US: 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。