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  1. 1. IWOMWATCH<br />网论观察<br />2006-2010<br />IWOM WATCH COMPILATIONS<br />Topic3: Viral videos storm come up with brands <br />© 2010 CIC<br />
  2. 2. ABOUT IWOM WATCH<br />什么是网络口碑网论观察:<br />CIC网络口碑网论观察,包括对互联网热点话题、社区文化、最新营销案例三部分内容观察,经由CIC分析师的深度解读,让您于第一时间掌握消费者洞察和数字营销资讯。<br />作为专业的社会化媒体及网络口碑分析咨询公司, CIC热衷关注网络上的热点事件,并且自2006 年起每月发布网络口碑网论观察月报。不仅是对中国“营销2.0和公关2.0”信息的及时更新,能为品牌,代理制定网络口碑营销战略计划时提供参考。网络口碑网论观察也是CIC为多数客户提供的长期服务之一。<br />本册网络口碑网论观察合集,精选了自2006年至2010年间有关营销案例部分的7个类别共34篇文章,其中21篇经过整理提供了中英文版本并印刷成册(全部文章请参阅随书附赠的光盘),为您展示过去4年中网络口碑网论观察的精彩内容。<br />What is IWOM watch: <br />A monthly trend guide making sense of hottest buzz, unique online culture as well as dissecting case studies of online marketing campaigns seen in the past month.<br />As a professional social media & Internet Word of Mouth (IWOM) consultancy, we always pay close attention to the latest hot issues online and issue IWOM watch reports every month since 2006. It serves as a timely update of "Marketing 2.0 and PR 2.0" in China and can be used as a reference for IWOM strategy planning. It is part of CIC's retainer service package for many of our clients.<br />For this IWOM watch compilations, we collected 34 articles and combine into 7 categories, 21 articles in bilingual are printed out for this book (you can get all articles in CD contained in book), which offer various highlights of our IWOM watch content covering 4 years at a time.<br />本网络口碑网论观察中的多数图片与相关引用均来自互联网公开信息,凡带CIC字样的图片均为CIC公司所有。任何对本网络口碑网论观察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。<br />
  3. 3. 目录<br /><ul><li> 病毒视频风暴席卷品牌而来
  4. 4. P6 嘉士伯病毒视频走红网络
  5. 5. P10 诺基亚病毒视频风靡网络
  6. 6. P14 看公司如何进一步运用视频分享网站 - CEO通过视频分享网站向顾客道歉
  7. 7. P15 京城地铁甩手男视频网上走红
  8. 8. P17 看公司如何进一步运用视频分享网站 -切尔西俱乐部在YouTube开设专属频道</li></li></ul><li>CONTENTS<br /><ul><li>Viral videos storm come up with brands
  9. 9. P5 Carlsberg viral video
  10. 10. P9 Nokia's Viral Videos generate intense buzz
  11. 11. P13 What are companies doing on video sharing sites - jetBlueairlines CEO apologized </li></ul>to passengers through YouTube<br /><ul><li> P15 “Arm-Swinging Man” gains rapid popularity online
  12. 12. P17 What are companies doing on video sharing sites - Chelsea FC launched its </li></ul> own channel on YouTube<br />
  13. 13. 病毒视频风暴席卷品牌而来<br />Carlsberg’s viral videos gains popularity online<br />嘉士伯病毒视频走红网络<br />IWOM quotes<br />这是冰纯嘉士伯送给球迷的礼物吗?Link<br />Is this a gift that Carlsberg gave to the Chinese football fans?<br />IWOM quotes<br />太无聊了,做一个就好了,老做这种有什么意思了Link One video is enough. Why always doing this. It’s meaningless.<br />IWOM quotes<br />我始终相信中国队早晚有一天会夺得世界杯冠军的!Link I still believe that China would win the World Cup someday!<br />Summary<br />During the World Cup, Carlsberg launched three viral videos for Chinese football fans. In these videos, China took on world class football teams such as Argentina, France and Brazil in competitions such as “mahjong, chafing-dish and ping-pong”, in an effort to promote the Carlsberg brands spirit – “have fun”. <br />In addition to creating lots of buzz online the majority of comments posted around the vials were positive and netizens liked how the brand addressed Chinese football fans’ dreams of winning the World Cup. However, a few netizens did feel aesthetic fatigue, as they felt that one spoofing video was enough and that repeated videos in the same style only made them feel bored. <br />5<br />| Source: June, 2010<br />
  14. 14. 病毒视频风暴席卷品牌而来<br />Carlsberg’s viral videos gains popularity online<br />嘉士伯病毒视频走红网络<br />网络口碑摘录<br />这是冰纯嘉士伯送给球迷的礼物吗?Link<br />Is this a gift that Carlsberg gave to the Chinese football fans?<br />网络口碑摘录<br />太无聊了,做一个就好了,老做这种有什么意思了Link One video is enough. Why always doing this. It’s meaningless.<br />网络口碑摘录<br />我始终相信中国队早晚有一天会夺得世界杯冠军的!Link I still believe that China would win the World Cup someday!<br />概要<br />在世界杯比赛期间,嘉士伯为广大的中国球迷发布了三个病毒视频。在这些视频里,中国队与同一小组里的世界一流强队,阿根廷队、法国队和巴西队进行麻将,吃火锅与乒乓球比赛,并获得了最终胜利。努力传达出嘉士伯“玩乐”的品牌精神。<br />除了制造大量的在线舆论,大多数评论所透出的都是一种肯定的态度。网民们很喜爱这种品牌传达中国球迷对于赢得世界杯梦想的行为。然而,有一些网民却感觉审美疲劳。因为他们认为,一个恶搞视频已经足够,那些不断重复的同一风格的影片只会让他们厌烦。<br />6<br />| 来源:2010年6月刊<br />
  15. 15. 病毒视频风暴席卷品牌而来<br />Carlsberg’s viral videos gains popularity online<br />嘉士伯病毒视频走红网络<br />Sony Ericsson Viral Video<br />Nokia Viral Video<br />IWOM quotes<br />看样子是本人,不过最后的诺基亚乐随享告诉我是广告 Link<br />It was Csun Yuk Zhang himself. But the title in the end of the video “Nokia music sharing” showed it was a commercial.<br />IWOM quotes<br />哈哈,笑死我了 Link<br />It’s so funny! It’s really killing me!<br />太帅了 爱死他了 姿势那么帅 Link<br />The way he played cell phone was so cool. I love it.<br />CIC View<br />More and more brands are using viral videos to build their brand images online or to promote their products i.e. Sony Ericsson, Nokia, Alibaba and Cruze. And while some of them due to having innovative ideas are praised, others are often criticized for being too commercial and cheap making it harder for brands to attract the exposure originally sought.<br />Carlsberg wisely chose the World Cup to spread its concept of “having fun”, and hence the videos focused on the Chinese netizens’ interests rather than the actual topic itself. We suggested that if brands want to create viral videos that they first look to see what online videos or discussion are popular among their target audience and then following on form this they create viral videos around these topics.<br />7<br />| Source: June, 2010<br />
  16. 16. 病毒视频风暴席卷品牌而来<br />Carlsberg’s viral videos gains popularity online<br />嘉士伯病毒视频走红网络<br />索爱病毒视频<br />诺基亚病毒视频<br />网络口碑摘录<br />看样子是本人,不过最后的诺基亚乐随享告诉我是广告 Link<br />It was Csun Yuk Zhang himself. But the title in the end of the video “Nokia music sharing” showed it was a commercial.<br />网络口碑摘录<br />哈哈,笑死我了 Link<br />It’s so funny! It’s really killing me!<br />太帅了 爱死他了 姿势那么帅 Link<br />The way he played cell phone was so cool. I love it.<br />CIC 观点<br />众多品牌开始将病毒性视频作为促进某些产品销售的一种手段。例如,索爱、诺基亚、阿里巴巴和科鲁兹。虽然其中一些由于作品所散发出的创新概念而受到赞扬,但是其他的视频却经常被批评为过于商业和廉价,这无疑加大了品牌吸引公众注意的难度。<br />嘉士伯明智地选择了在世界杯期间传播其“玩乐”的概念,因此,这个视频的重点是中国网民的兴趣所在,而不是作品主题本身。我们建议,如果品牌想要制造病毒视频,首先请仔细研究他们目标受众之中什么样的在线视频或讨论是受欢迎的,然后按照这个形式,围绕相关主题制造病毒视频。<br />8<br />| 来源:2010年6月刊<br />
  17. 17. 病毒视频风暴席卷品牌而来<br />Nokia's Viral Videos generate intense buzz<br />诺基亚病毒视频风靡网络<br />IWOM quotes:<br />恶心了,很单纯的行为被贴上了商业的标签…… Link<br />It’s disgusting to make such a simple action into a commercial.<br />诺基亚你有病吧。铁公鸡。 Link<br />What’s wrong with Nokia. Cheapskate.<br />IWOM quotes:<br />是广告哇,不过挺好玩的,呵Link<br />This is a commercial and it’s very interesting.<br />很明显是个很牛B广告!Link<br />Obviously, this is a cool commercial.<br />Summary<br />Nokia launched two viral videos for the X6 model. One video features well-known singer Zhang Zhenyue acting as a lounge singer performing for spare change in an underground passage in Beijing. The other one has famous actress and singer Karen Mok show up at a girls’ dormitory. Nokia’s viral videos were innovative and generated hot online buzz. <br />The overall online buzz regarding Nokia’s commercials was positive. The videos were considered innovative, interesting and cool, especially Karen Mok’s video which was praised for being surprising and remarkable. However, Zhang Zhenyue’s video received some negative feedback, being perceived as considered too commercial and cheap. <br />9<br />| Source: May, 2010<br />
  18. 18. 病毒视频风暴席卷品牌而来<br />Nokia's Viral Videos generate intense buzz<br />诺基亚病毒视频风靡网络<br />网络口碑摘录:<br />恶心了,很单纯的行为被贴上了商业的标签…… Link<br />It’s disgusting to make such a simple action into a commercial.<br />诺基亚你有病吧。铁公鸡。 Link<br />What’s wrong with Nokia. Cheapskate.<br />网络口碑摘录:<br />是广告哇,不过挺好玩的,呵Link<br />This is a commercial and it’s very interesting.<br />很明显是个很牛B广告!Link<br />Obviously, this is a cool commercial.<br />概要<br />诺基亚发布了2则病毒视频为其新手机X6宣传造势,其中一则由知名歌手张震岳饰演在北京地下通道卖唱的街头艺人。另一则视频是著名影歌双栖艺人莫文蔚现身女生宿舍。诺基亚的病毒视频颇具创意并成功引发网络热议。<br />诺基亚此次商业行为在网络上收获的言论大多是正面的。网民普遍认为这些视频有创意,有意思,很酷,尤其莫文蔚的惊艳露面让人印象深刻。不过,也有一些负面言论指责张震岳的视频太过商业化而显得廉价。<br />10<br />| 来源:2010年5月刊<br />
  19. 19. 病毒视频风暴席卷品牌而来<br />Nokia's Viral Videos generate intense buzz<br />诺基亚病毒视频风靡网络<br />Nokia Bruce Lee Viral Video<br />Cruze Viral Video<br />Alibaba Viral Video<br />CIC View<br />Viral videos are videos which spread as fast as a virus to build brand image or promote products. CIC has been watching this aspect for several years. Through the immense coverage and amazing propagation velocity of viral videos, the effect of a certain promotion or campaign can be seriously enhanced. Nokia isn’t the first brand that takes on this alternative marketing approach, nor the most successful one. Brands like Baidu, Alibaba and Cruze had promising experiences in this field.<br />However, not every viral video used for commercial purposes is helpful. Viral videos are a double-edged sword. If the viral video is not carrying a positive image of the brand or product, the crisis will spread even faster than rumors. Whether a viral video is a good influencer for brands or not depends on the content and design. As we suggested, brands should pay more attention when planning and designing viral videos.<br />11<br />| Source: May, 2010<br />
  20. 20. 病毒视频风暴席卷品牌而来<br />Nokia's Viral Videos generate intense buzz<br />诺基亚病毒视频风靡网络<br />Nokia 李小龙 病毒视频<br />Cruze病毒视频<br />阿里巴巴病毒视频<br />CIC 观点<br />病毒视频是指利用病毒扩散般超速传播的视频来建立品牌形象或推广产品。CIC关注此类商业活动多年。病毒视频覆盖广泛,蔓延迅猛,借此推动的营销和活动影响力倍增。诺基亚不是第一个吃螃蟹的品牌,也不是推广最成功的品牌。百度,阿里巴巴,雪佛兰Cruze都有不俗的先例。<br />然而,并非所有商业性质的病毒视频都奏效。病毒视频是把双刃剑,如果视频内容没有从正面彰显品牌/产品形象,所引发的危机甚至比流言蜚语的传播还要快。病毒视频的内容对品牌形象的塑造是否有益,取决于视频内容和构思。因此,品牌在规划和设计病毒视频时一定要谨慎。<br />12<br />| 来源:2010年5月刊<br />
  21. 21. 13<br />病毒视频风暴席卷品牌而来<br />What are companies doing on video sharing sites – jetBlue airlines CEO apologized to passengers through YouTube<br />看公司如何进一步运用视频分享网站 - CEO通过视频分享网站向顾客道歉<br />IWOM quotes (link)<br />Netizen: xjaspx<br />I will still fly jetBlue, even though the airline kinda screwed up the past few days. Thank you jetBlue for recognizing a problem and doing something about it! <br />ay 21 st<br />Summary<br />David Neeleman, the founder and CEO of jetBlueAirwaysapologized to consumers for the massive flight cancellations and delays that were precipitated by a fierce winter storm. In addition to running an apologyin newspapers, Neeleman also used of YouTube, the most influential video sharing site, to reach his customers. This jetBlue uploaded video “Our promise to you” has been viewed almost 270,000 at the time of writing. <br />May 21 st<br />May 21 st<br />CIC View<br />There are several advantages for company to practice a crisis-response on video sharing sites: <br /><ul><li> putting the video on the index page of hottest video sharing sites could get mass attention
  22. 22. it can get attention of those who pay more attention to non-traditional media channels (i.e. China netizens)
  23. 23. it could be much more cheaper than broadcasting it on TV
  24. 24. most importantly, video sharing sites’ sharing and comment function could facilitate netizens’ good buzz (jetBlue video got 468 comments by March 13) immediately which could ultimately turn such PR response into a big viral event for companies</li></ul>For jetBlue, it not only has the right attitude, but also the powerful tool to leverage its promise to customers.<br />| Source: February, 2007<br />
  25. 25. 14<br />病毒视频风暴席卷品牌而来<br />What are companies doing on video sharing sites – jetBlue airlines CEO apologized to passengers through YouTube<br />看公司如何进一步运用视频分享网站 - CEO通过视频分享网站向顾客道歉<br />ay 21 st<br />概要<br />大卫尼尔曼,jetBlue航空公司创始人兼首席执行官,对暴风雪造成的大量航班取消和延误向顾客表示歉意。除了在报纸上致歉,尼尔曼同时也选择了最有影响力的视频分享网站YouTube,来向顾客传达歉意。jetBlue航空公司上传的“我们对您的歉意”视频访问数量至截稿时已将近 270,000 次。<br />网络口碑摘录(link)<br />网民: xjaspx<br />我依然会选择jetBlue航空公司,尽管它前一段时间有一点糟,感谢 jetBlue公司意识到问题并妥善地处理。<br />May 21 st<br />May 21 st<br />CIC观点<br />公司在视频分享网站发布危机公关回应有以下几点好处:<br /><ul><li>在热门视频分享网站的主页发布视频有助于引起广泛关注
  26. 26. 能引起那些更加关注非传统媒体渠道公众的关注(例如,中国网民)
  27. 27. 比电视发布更加的便宜
  28. 28. 更重要的是,视频分享网站的分享与评论功能可以更好地推动网民迅速建立良好口碑 (jetBlue的视频在三月十三号之前评论数已经达到468条),这些最终都会使公关公司的回应成为一个大型的病毒事件</li></ul>对于jetBlue航空公司,这种行为不仅展现其公司的一种正确态度,而且成为了一种强有力的信用工具。<br />| 来源:2007年2月刊<br />
  29. 29. 15<br />病毒视频风暴席卷品牌而来<br />“Arm-Swinging Man” gains rapid popularity online<br />京城地铁甩手男视频网上走红<br />ay 21 st<br />IWOM quotes<br />也可能是iphone 里面也有这类的~/ It could be an iphone, because it has such kind of game link<br />这哥们够搞笑···不过看样子不是无意之举了 / This guy is really funny, but it doesn’t seem unrehearsed. link<br />真的假的呀~怎么感觉象在拍广告啊。/ Is it true? Why I feel it is like a commercial<br />May 21 st<br />May 21 st<br />Summary<br />An online video called “Beijing Arm-Swinging Man” (甩手男) recently earned quick popularity online. The video attracted a huge amount of visitors on video sharing sites such as Youku and Tudou, and its URL was widely forwarded via email. Online discussions around the video focused on what phone was in the video and whether it was a commercial ad or user generated content. It was soon discovered to be a viral ad produced by Sony Ericsson for its F305c mobile phone. <br />| Source: January, 2009<br />
  30. 30. 16<br />病毒视频风暴席卷品牌而来<br />“Arm-Swinging Man” gains rapid popularity online<br />京城地铁甩手男视频网上走红<br />Netizens’ feedback towards “Arm-Swinging Man” after knowing it was a viral ad.<br />ay 21 st<br />IWOMquotes:<br />笑死我了……不过后来看到是个宣传广告,感觉被忽悠了,NND……又被强奸了/ It’s really funny. But after I know it was an ad, I feel I was<br />广告,但是做的很没新意,很失败/ It is a video ad. But it lacks creativity. link<br />实际上这个是索尼爱立信的F305C的宣传广告....但是不得不说这个广告太失败了,完全是替他人做嫁衣,一不小心成了IPhone的广告。/ Actually, it is a viral video produced by Sony Ericsson for its F305c mobile phone. I have to say this ad is a failure. It looks like an ad for iphone. link<br />May 21 st<br />May 21 st<br />Summary<br />When netizens found the video was a viral ad, the buzz turned to negative. Some felt that they were cheated, some criticized the ad was lacking in creativity, and others thought the ad was unsuccessful since it looks like an ad for iphone rather than for Sony Erisson.<br />There is a potential risk when a “supposed user generated content” turned out to be a viral ad.Netizens won’t be against commercial, but they don’t like being fooled. In addition, as for viral ads, clear information delivery is also important to make sure netizens not misunderstand the branding and other key elements.<br />| Source: January, 2009<br />
  31. 31. 17<br />病毒视频风暴席卷品牌而来<br />What are companies doing on video sharing sites - Chelsea FC launched its own channel on YouTube <br />看公司如何进一步运用视频分享网站 -切尔西俱乐部在YouTube开设专属频道<br />ay 21 st<br />Summary<br />Chelsea football club has opened a specific channel on the most popular video sharing site YouTube to show archived footage and daily news, becoming the first Premier League club to do so. <br />"We are delighted to work with YouTube," Chelsea Chief Executive Peter Kenyon said in a statement. "Chelsea is the first football club to move into what is clearly one of the fastest growing new media platforms.”<br />May 21 st<br />CIC View<br />One of video sharing site’s services is to provide a code for netizens to embed the video into their personal online spaces like blog. What does it mean if 1,000 passionate fans embed a certain brand’s awesome TVC in their blogs? 1,000 private TV stations and a widely spread but connected fan club? Brands usually do not have the big budget to broadcast a video for a long period. But, their fans/loyal consumers would probably help them spread the brand perception for as long as possible. <br />Note: see more related analysis about making use of video sharing sites in CIC watch Jan.1-15, 2007.<br />| Source: January, 2009<br />
  32. 32. 附录<br />2006 – 2010 所有网络口碑网论观察月刊主题<br />9月(上) - 首批90后大学生宣言:我们就是不一样!<br />9月(下) - 今天你SNS了吗? - 火热SNS在中国<br />10月(上) - 虚拟紫禁城上线<br />10月(下) - 微软黑屏行动在中国<br />11月(上) - 社交网站能否有潜力成为有影响力和<br />公信力的点评站点?<br />11月(下) - 网民热捧山寨版春晚<br />2008下半年刊 (7月 - 12月)<br />2010年<br />1月 – “快”就一个字<br />2月 – 互联网危机预警<br />3月 – 网民的力量<br />4月 – 互联网创意无限<br />5月 - “团购”正流行<br />6月 - “69圣战” 一触即发<br />7月 – 今天你凡客了吗<br />2006年<br />7月(上) - 全球最热博客主人徐静蕾成为AMD代言人 <br />7月(下) - 欢迎进入危机2.0时代 <br />8月(上)- 莱卡好男儿易趣开店<br />8月(下)- 谁说一线品牌才有粉丝军团?奇瑞 “新奇军” 军号嘹亮 <br />9月(上)- “门”事件频繁现身网络<br />9月(下)- 最高通缉 – 视频追击雅阁女<br />10月(上)- 什么样的企业博客适合你的公司?<br />10月(下)- 肯德基产品广告网络质疑绵延不断<br />11月(上)- 品牌与网络意见领袖的合作基础 – 意见独立性<br />11月(下)- 电子消费品零售巨头赞助网络社区意见领袖博客<br />12月(上)- 上海大众将品牌体验延伸至虚拟游戏世界<br />2006下半年刊 (7月 - 12月)<br />7月(上) - MySpace中国取代奇虎成为MSN社区频道合作伙伴<br />7月(下) - 危机可能通过任何渠道来传播<br />8月(上) - 专业爆吧组织-逐渐得势的破坏力量?<br />8月(下) - 百度知道里的肯德基均衡饮食<br />9月(上) - 吃麦当劳汉堡得淘宝抵用券<br />9月(下) - 从”晒客“到”晒黑“族<br />10月(上) - 网络实名制能否强化社交网站根基?<br />10月(下) - IBM计划扫除虚拟世界间的障碍<br />11月(上) - 网民衷于参与富有争议性的品牌相关讨论<br />11月(下) - 网络口碑让奥妙修改其电视广告<br />12月(上) - Ku6通过”拍客” 概念激发网民讨论<br />12月(下) - 摩托罗拉牵手兔斯基网络营销Q8 <br />2007下半年刊 (7月 - 12月)<br />2009年<br />1月 - 火爆!今年年货网上买<br />2月 - 各大搜索引擎情人节图案浪漫绽放<br />3月 - 新东方打造教育2.0<br />4月 - 网民狂欢在愚人节<br />5月 - “悦活”果汁,不仅仅在开心花园受到关注<br />6月 - 社会化媒体网越来越贴近我们的生活<br />2009上半年刊 (1月 - 6月)<br />7月 – 我们都在互联网“生活”<br />8月 - 在线娱乐新方式<br />9月 – 我们是中国年轻一代!<br />10月 – 永不停歇的互联网进化史<br />11月 – 互联网对线下活动的影响日渐扩大<br />12月 – 今天你“低碳”了吗?<br />2009下半年刊 (7月 - 12月)<br />2007年<br />1月(上) - 聚合新旧媒体-快速发展的网络视频分享服务<br />1月(下) - 2007年首例Crisis2.0: 故宫星巴克<br />2月(上) -年轻一代引领地方时尚网站<br />2月(下) - 首届播客春晚:我的春晚我做主 <br />3月(上) - 多媒体分享平台日益显露危机制造者本色?<br />3月(下) - 戴尔直通车: 戴尔发布中文版公司博客<br />4月(上) - 网民对奖品并不总是趋之若骛<br />4月(下) - 快餐业巨头拥抱网络互动<br />5月(上) - 别克凯越HRV再掀真人秀热潮<br />5月(下) - 问答DIY-网民的问题网民答<br />6月(上) - 魅族平台 - 品牌化的粉丝社区<br />2007上半年刊 (1月 - 6月)<br />2008年<br />1月(上) - 追客 - 我追, 我追, 我追追追!<br />1月(下) - “爆吧“成为更多网民宣泄愤怒的手段<br />3月(上) - 陈冠希艳照事件同时引发时尚话题<br />3月(下) - 日渐流行的虚拟礼物<br />4月(上) - 达人活动: 一种简单却有效的营销方式<br />4月(下) - 最热古汉字“囧”引领新潮网络文化<br />5月 - 特别版 - 互联网及网络口碑全面直击四川地震<br />6月(上) - 黄氏激情解说,尽在新浪欧洲杯在线直播<br />2008上半年刊 (1月 - 6月)<br />7月(上) - 网民对于品牌活动滥用网络语言表示反感<br />7月(下) - 宽带山为其网站主办环保袋的设计、评选和销售活动<br />8月 - 北京奥运真正赢家:阿迪达斯还是李宁?<br />
  33. 33. APPENDIX<br />2006 – 2010Topics of IWOM watch<br />Sep(1st)- Eat McDonalds hamburger and get Taobao coupon<br />Sep(2nd)- From “ShaiKe” to “ShaiHei”<br />Oct(1st)- Will real name system strengthen social network sites?<br />Oct(2nd)- IBM plans to remove the blocks between different virtual worlds<br />Nov(1st)- Netizens love joining in controversial brand related conversation<br />Nov(2nd)- IWOM made OMO change its TVC?<br />Dec (1st)- Ku6 triggered netizens’ buzz through “Paike/拍客” concept<br />Dec (2nd) - Motorola Q8 cooperates with Tuzki<br />2007 2nd half year review (Jul - Dec)<br />Year 2006<br />Jul (1st) - AMD chooses world’s hottest blogger Xu Jinglei as spokesperson <br />Jul (2nd) - Welcome to the crisis 2.0 era <br />Aug (1st)- Lycra My Hero – new business on eBay <br />Aug (2nd)- Only great brands have online fan base? The Chery Army sounds-off online<br />Sep(1st)- “Gate” incidents frequently appears online in 2006 <br />Sep(2nd)- Most wanted – hunt Accord Girl through video <br />Oct(1st)- What kind of corporate blog fits your company? <br />Oct(2nd)- KFC’s Cyberspace Woes Continue<br />Nov(1st)- Want to engage / cooperate with e-fluencers? Let them stay independent for credibility<br />Nov(2nd)- Electronics retailer BestBuy sponsors gadget shopping blog – e-fluencers’ voice matters <br />Dec(1st)- Shanghai VW extends POLO experience into virtual gaming world<br />2006 2nd half year review (Jul - Dec)<br />Nov(1st)- SNS encourages netizens to write reviews and express opinions<br />Nov(2nd)- The Shan Zhai Spring Festival Gala highly anticipated by netizens<br />2008 2nd half year review (Jul - Dec)<br />Year 2009<br />Jan - Spring Festival online markets explode in popularity<br />Feb - Valentine logos on search engines creates buzz online<br />Mar - Education 2.0: New Oriental Promotes Q&A services<br />Apr - April Fools’ Day - A festival for netizens<br />May - Lohas juice successfully promotes its brand on the game ‘Kaixin Garden’<br />Jun – Social Media Getting Closer to Real Life<br />2009 1st half year review (Jan - Jun)<br />Jul – When We Live Together Online<br />Aug – The Birth of New Entertainment Ways<br />Sep – We are the Chinese Youth Generation!<br />Oct – The Ever Evolving Internet<br />Nov – Internet amplifies the impact of offline events<br />Dec - “Have you been ‘low-carbon’ today?”<br />2009 2nf half year review (Jul - Dec)<br />Year 2008<br />Jan (1st) - ZhuiKe (追客) – Let’s Chase<br />Jan (2nd) - “Forum Crushing” – a way for netizens to express their dissatisfaction<br />Mar (1st)- Edison Chen Photo Gate incident is not just about celebrities<br />Mar (2nd)- Virtual Gifts: Campaigns and SNS integrate popular Internet trend<br />Apr (1st)- DaRen Activity: A simple but effective marketing approach<br />Apr (2nd)- “囧 (Jiong)”, one of the oldest Chinese characters, now leads a new<br /> wave of net culture<br />May Special Edition - Internet and IWOM shape the Sichuan earthquake aftermath<br />Jun (1st)- Sina hires sports commentator favored by netizens<br />20081st half year review (Jan - Jun)<br />Jul (1st) - Netizens criticize the misuse of net language in brands advertisements<br />Jul (2nd) - In response to plastic bag ban, Chinese netizens go green on BBS communities<br />Aug (1st)- The IWOM winner in 2008 Beijing Olympics, Adidas or Li Ning?<br />Sep(1st)- First 90’s kids start college - “We are 90s, we are unique!”<br />Sep(2nd)- SNS applications target engaged consumers<br />Oct(1st)- The Forbidden City virtual game<br />Oct(2nd)- Microsoft releases “Black Screen” in China<br />Year 2007<br />Jan (1st) - Converge the new and the old – online Video Sharing Service<br />Jan (2nd) - First Crisis2.0 case in 2007: Starbucks in Forbidden City<br />Feb (1st)- Popular local site dominated by young fashionable generation<br />Feb (2nd)- Netizens created their own Spring Festival Gala<br />Mar (1st)- The growing status of multi-media sharing services in 2.0 crisis<br />Mar (2nd)- Dell launches Direct2Dell Chinese<br />Apr (1st)- Rewards are not always embraced by netizens<br />Apr (2nd)- Fast-food giants enjoy online interaction<br />May (1st)- Buick Excelle HRV drives The Truman Show<br />May(2nd)- Time for Q&A DIY<br />Jun (1st)- Meizu platforms - a case about branded destination for fans<br />2007 1st half year review (Jan - Jun)<br />Jul (1st) - MSN and MySpace have entered a partnership<br />Jul (2nd) - Crisis spreading through expanding IWOM landscape<br />Aug (1st)- “Forum Crushing Groups” – a rising destructive power? <br />Aug (2nd)- KFC nutrition page on Baidu Zhidao<br />Year 2010<br />Jan - Faster, Faster and Faster<br />Feb - Ahead of crisis<br />Mar – The power of netizens<br />Apr – The Internet can be infinitely creative<br />May – Making sense of “Tuan Gou”<br />Jun – Break out of “69 Jihad”<br />Jul – Have you VANCLIZED<br />
  34. 34. 更多了解CIC<br />Know more about IWOM Round table:<br />IWOM Roundtable (including IWOM Panel, IWOM Summit, IWOM Classroom, IWOM Gathering) is one of CIC's communication platforms aimed at IWOM related industries and clients. Initiated by CIC, IWOM Roundtable aims to share updated IWOM information, discuss questions and achievements of IWOM development and gradually promote and improve the IWOM industry.<br />Know more about IWOM White paper<br />As a thought leader in IWOM, CIC launched its first white paper in 2006. We have been launching regular white papers ever since. To get more details about these, please view here.<br />If you would like to find updated IWOM intelligence (CIC White paper, IWOM watch and eNewsletter, IWOM mark, Industry watch…) in one place, then apply for your IWOMmaster ID now.<br />CIC 2010 Syndicated reports<br />CIC proudly announces the launch of a new generation of syndicated reports covering high profile industries and topics (Including SNS, SKINCARE, HAIR CARE and NOTEBOOK). View our dedicated mini site for more detail.<br />了解IWOM圆桌会议:<br />IWOM圆桌会议(包括网络口碑座谈会,网络口碑峰会,网络口碑校园行,网络口碑聚会)是由CIC发起并组织的网络口碑相关行业和客户互动交流的平台,该平台旨在共享网络口碑(IWOM)最新信息、讨论网络口碑(IWOM)发展过程中的遇到的问题与研究的成果,帮助推动网络口碑(IWOM)行业的日臻成熟与完善。<br />了解IWOM白皮书:<br />在CIC,我们思考关于网络口碑的一切。CIC知识管理中心都会不断整理在中国网络口碑研究领域宝贵的经验,基于市场调研、信息技术、社会学、统计学等领域多样化的研究方法,同时引进先进思想和革命性概念,定期发布高质量的CIC网络口碑白皮书系列,不断向客户以及网络口碑研究与咨询行业分享CIC的网络口碑信息精髓以及开拓性的理念体系,推动在网络口碑领域的发展。<br />申请IWOMmaster ID即可第一时间获得最新的网络口碑资讯一站式服务 (包括CIC白皮书,网络口碑趋势观察,IWOM mark, 行业观察…)<br />CIC 2010年行业报告:<br />CIC发布了2010年新版行业报告,内容涉及目前广受瞩目的行业和话题,包括SNS, 护肤, 护发及IT笔记本),欲了解详情可访问我们的专题页面。<br />
  35. 35. ABOUTCIC<br />As China's first and leading provider of Internet intelligence and insights based on IWOM (Internet Word of Mouth), CIC provides customized research consulting services, syndicated reports, as well as technical solutions and platforms to help companies meet their business and marketing needs. Since coining the term IWOM in 2004, CIC has pioneered the industry by supporting strategic planning and innovations across the entire spectrum of communications including brand reputation, business intelligence, product development, advertising, media, campaign planning and execution all via an objective, third party perspective.<br />Utilizing its patent pending text mining technology and analytic tools, CIC makes sense of over 46 million naturally occurring consumer comments every month. CIC gathers these messages from a range of uniquely Chinese social media platforms including blogs, BBS and social network sites and applies its unique, China-derived methodology and indexes to provide a detailed and comprehensive picture of online discussions and their implications. CIC has analyzed and archived well over 1.5 billion mentions of brands and products from well over 1 billion consumer comments.<br />CIC has built and maintained strong, long term retainer relationships with multinational agencies and Fortune 500 companies, including Nike, Pepsi, Intel, L'Oreal Group, BMW, P&G, Unilever and many more.<br />Website: <br /><br /><br />Blog:<br />Founder blog:<br /><br />@cicdata<br />Service platform:<br />IWOMdiscover:<br /><br />CIC_CN<br />IWOMexplorer:<br /><br />
  36. 36. 关于 CIC<br />CIC是中国领先的专业从事互联网、社会化媒体以及网络口碑(IWOM)研究的咨询公司,为客户提供定制化研究咨询服务、标准化行业报告、技术解决方案以及在线数据分析平台等产品和服务。作为网络口碑行业的领导者,CIC自2004年起率先投身于网络口碑领域中,定义并诠释了“IWOM-网络口碑” 这一概念,帮助客户认知社会化媒体及互联网文化的发展,以更好地将其运用于品牌公关、行业竞争分析、消费者研究与产品开发、营销沟通、媒体策划及执行、营销效果评估等领域的商业需求和战略创新,为客户和行业提供客观的第三方视野。<br />通过自主研发的专利文本挖掘技术和分析工具,CIC每月收集四千六百万条消费者自发讨论,分析研究消费者对品牌、产品以及服务的评价,并帮助客户从中挖掘出价值。五年来,CIC分析存储的各类品牌和产品相关的网络口碑数据总量已超过15亿,覆盖门户及垂直网站的论坛、博客和SNS网站等各类中国网络社区。同时,CIC特别针对与中国网络社区和中文语义特点研发的专属网络口碑研究体系和数据指标,定期为行业分析师和营销人员提供详细全面的中国网络口碑洞察。<br />CIC的长期客户和合作伙伴包括多家财富500强跨国公司,如耐克、百事、英特尔、欧莱雅集团、宝马、宝洁、联合利华等,并且和多家顶级代理公司建立了长期战略合作关系。<br />公司网站: <br /><br /><br />公司博客:<br />@cicdata<br />创始人博客:<br /><br />IWOMmaster平台:<br /><br />CIC_CN<br />IWOMdiscover平台:<br />IWOMexplorer平台:<br /><br />