IWOM WATCH
网论观察
2012
IWOM WATCH COMPILATION 2012
© 2011 CIC
© 2012 CIC IWOM WATCH

PAGE. 3-4
CRISIS Positivity After A Crisis

Positivity After A Crisis
Brands and Individuals Seize an Opportunity for Positive PR
Chen tweeted to Sina Weibo
that for any of his followers who
had their Japanese car smashed
during rioting, he would replace it.
Japanese cars were
targeted during a spate
of anti-Japan protests.
FAW Toyota and Canton
Steam Toyota were also
quick to offer compensation
packages to customers
whose car was damaged.
Summary
In September, rioting against the Japanese government's purchase of the Diaoyu Islands erupted in many cities across China. Rioters in the streets
soon turned their violent anti-Japan protests against Japanese car brands. Chen Guangbiao, who became China's most famous philanthropist with his
high-profile contributions to Sichuan Earthquake victims in 2008, took to Sina Weibo on Sept. 18 th to promise a new car to each of his followers
whose own Japanese car had been smashed. Toyota also published compensation schemes for the owners of attacked cars.
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Positivity After A Crisis
From Crisis Comes Opportunity
Case 1
Chen Guangbiao held
a ceremony to hand over 43
new (Chinese) “Geely Emgrand”
cars to replace smashed
Japanese ones.
“Geely Emgrand” grew
significantly in the wider
public’s awareness, generating
a substantial volume of
positive comments .
Toyota’s “Zero Burden” Case 2
compensation plan was widely
promoted on television and online.
The activity had a significant and
positive effect on Toyota’s brand
image amongst Chinese netizens at
a sensitive time for Japanese
business in China. It established a
sense among netizens that Toyota is
a caring and supportive company.
CIC View
As we move through the “Web 2.0” era, crises and opportunities can be fleeting but eminently powerful.
Seeking Opportunities: Although a brand may have no direct association with a hot topic or event, through ongoing monitoring clever positioning it can leverage this opportunity,
as in Case 1, to bolster brand image and generate awareness.
Respond to Crises: Negative events can befall even the best prepared brands. However, if a brand has the tools and training to recognize an emerging crisis take swift and
positive action, as in Case 2, they can actually generate a positive image and establish their good reputation in the long term.
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About CIC IWOM WATCH
CIC is China's leading social business intelligence provider, enabling enterprise to fully leverage the power of social media and Internet Word of Mouth
(IWOM) intelligence across the organization. Since 2004, CIC has pioneered IWOMized technology, research and consulting. Firstly, by coining the term
IWOM and then being the first to raise the concept of “social business” in China. As the industry thought leader, we have always been at the forefront
of China’s internet and social business revolution. CIC is China’s largest integrated 3rd party provider of technical IWOM solutions, social media studies
and social business intelligence. In order to help companies effectively leverage this social business intelligence, CIC provides customized research,
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CIC utilizes its own patent pending technology to capture millions of online conversations and “makes sense of the buzz” by analyzing them to draw
out insight that leads to more effective action. CIC gathers and mines over 100 million naturally occurring consumer comments every month, from a
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almost 7 billion mentions of brands and products, from over 2 billion consumer comments.
CIC has developed solid, long-term retainer relationships with leading multinational agencies and Fortune 500 companies. For over 8 years, CIC has
persisted in analyzing the milestones of China’s social media landscape, sharing the most innovative concepts and practices in IWOM in white papers
and trend watches of various industries. We’ve always been committed to providing an unbiased, third-party perspective, to enrich the whole industry
and help enterprise grasp the revolutionary opportunities brought about by the development of social business.
In early 2012, as China’s leading social business intelligence provider, CIC agreed to be acquired by WPP’s Kantar Media, the media research and
insight division of Kantar, as a move to strengthen its position and with aim to expand its social offering across Asia Pacific. Kantar Media has over
5,000 employees around the world, is currently working with 22,000 companies, tracking 3 million brands across 50 countries. As the consumer
insight arm of WPP, Kantar Media provides strategic advice and competitive intelligence to the world’s leading brands, publishers, agencies and
industry bodies, helping them navigate and succeed in a rapidly evolving media industry. (media release)
CIC will continue to provide social business intelligence from an objective, third-party perspective, to the world’s leading brands and agencies.
© 2012 CIC

About IWOM Watch IWOM WATCH
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A monthly digest of the hottest trends, creating the biggest buzz, reflecting China’s unique online culture. CIC’s exemplary
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In this IWOM Watch compilation, we have collected and categorized a series of articles that bring 2012 into focus. For
marketers, this is a year in the life of China’s social Internet.
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CIC IWOM watch archive IWOM WATCH
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eNewsletter) in one place, then apply for your IWOMmaster ID now.
2012:
2012 IWOM Watch Travel Special Edition | view 2009
IWOM watch Compilation 2011 | view IWOM watch 2nd half year review 2009 | view
IWOM watch 1st half year review 2009 | view
2011:
IWOM watch Special Edition: Microblog | view 2008
IWOM watch 2nd half year review 2008 | view
2010: IWOM watch 1st half year review 2008 | view
IWOM watch Special Edition: LBS (Location-based service) | view IWOM watch May Special Edition (Sichuan Earthquake) 2008 | view
IWOM watch compilations from 2006 to 2010 (part 7)
- How brands marketing under social media age | view 2007
IWOM watch compilations from 2006 to 2010 (part 6) IWOM watch 2nd half year review 2007 | view
- Interaction in virtual gaming world between brands and netizens | view IWOM watch 1st half year review 2007 | view
IWOM watch compilations from 2006 to 2010 (part 5)
- The inspiration from “Shai”,“Show” culture for brand marketing | view 2006
IWOM watch compilations from 2006 to 2010 (part 4) IWOM watch 2nd half year review 2006 | view
- Spoof – Brand’s “ending” or “chances”? | view
IWOM watch compilations from 2006 to 2010 (part 3)
- Viral videos storm come up with brands | view
IWOM watch compilations from 2006 to 2010 (part 2)
- Brands Crisis upgrade to 2.0 | view
IWOM watch compilations from 2006 to 2010 (part 1)
- New product promotion way through new media - Seckill & Group purchase | view View more on IWOM Backstory
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