2. IWOM WATCH 2006 - 2010
IWOM WATCH
ABOUT IWOM WATCH
什么是网络口碑网论观察:
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分析师癿深度解诺，让您于第一
时间掌握消贶者洞察和数字营销资讯。
作为与业癿社会化媒体及网络口碑分析咨询公司， CIC热衷关注网络上癿热点事件，幵丏自2006 年起每月发布网络口碑网论观察月报。
丌仁是对中国“营销2.0和公关2.0”信息癿及时更新，能为品牉，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为多数客户提供癿长期服务乊一。
本册网络口碑网论观察吅集，精选了自2006年至2010年间有关营销案例部分癿7个类别共34篇文章，其中21篇经过整理提供了中英文
版本幵印刷成册(全部文章请参阅随书附赠癿光盘)，为您展示过去4年中网络口碑网论观察癿精彩内容。
What is IWOM watch:
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.
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.
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.
本网络口碑网论观察中癿多数图片不相关引用均来自互联网公开信息，凡带CIC字样癿图片均为
CIC公司所有。仸何对本网络口碑网论观察中仸何内容癿丌当使用都将被视为对CIC知识产权癿侵
犯，CIC有权诉诸于法律。
4. IWOM WATCH 2006 - 2010
IWOM WATCH
CONTENTS
Viral videos storm come up with brands
P5 Carlsberg viral video
P9 Nokia's Viral Videos generate intense buzz
P13 What are companies doing on video sharing sites - jetBlue airlines CEO apologized
to passengers through YouTube
P15 “Arm-Swinging Man” gains rapid popularity online
P17 What are companies doing on video sharing sites - Chelsea FC launched its
own channel on YouTube
5. IWOM WATCH 2006 - 2010
嘉士伯病毒视频走红网络
Summary
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”.
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.
Carlsberg’s viral videos gains popularity online
IWOM quotes
这是冰纯嘉士伯送给球迷的礼物吗？Link
Is this a gift that Carlsberg gave to the
Chinese football fans?
IWOM quotes
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.
IWOM quotes
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!
5
病毒视频风暴席卷品牌而来
| Source: June, 2010
6. IWOM WATCH 2006 - 2010
嘉士伯病毒视频走红网络
Carlsberg’s viral videos gains popularity online
网络口碑摘录
这是冰纯嘉士伯送给球迷的礼物吗？Link
Is this a gift that Carlsberg gave to the
Chinese football fans?
网络口碑摘录
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.
网络口碑摘录
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!
6
病毒视频风暴席卷品牌而来
概要
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。
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。
| 来源：2010年6月刊
7. IWOM WATCH 2006 - 2010
CIC View
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.
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.
Carlsberg’s viral videos gains popularity online
嘉士伯病毒视频走红网络
IWOM quotes
看样子是本人，不过最
后的诺基亚乐随享告诉
我是广告 Link
It was Csun Yuk
Zhang himself. But the
title in the end of the
video “Nokia music
sharing” showed it
was a commercial.
IWOM quotes
哈哈，笑死我了 Link
It’s so funny! It’s really
killing me!
太帅了 爱死他了 姿势
那么帅 Link
The way he played
cell phone was so cool.
I love it.
Sony Ericsson Viral Video Nokia Viral Video
7
病毒视频风暴席卷品牌而来
| Source: June, 2010
8. IWOM WATCH 2006 - 2010
Carlsberg’s viral videos gains popularity online
嘉士伯病毒视频走红网络
网络口碑摘录
看样子是本人，不过最
后的诺基亚乐随享告诉
我是广告 Link
It was Csun Yuk
Zhang himself. But the
title in the end of the
video “Nokia music
sharing” showed it
was a commercial.
网络口碑摘录
哈哈，笑死我了 Link
It’s so funny! It’s really
killing me!
太帅了 爱死他了 姿势
那么帅 Link
The way he played
cell phone was so cool.
I love it.
索爱病毒视频 诺基亚病毒视频
8
病毒视频风暴席卷品牌而来
CIC 观点
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。
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。
| 来源：2010年6月刊
9. IWOM WATCH 2006 - 2010
诺基亚病毒视频风靡网络
Summary
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.
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.
Nokia's Viral Videos generate intense buzz
IWOM quotes:
是广告哇，不过挺好玩
的，呵Link
This is a commercial
and it’s very
interesting.
很明显是个很牛B广告！
Link
Obviously, this is a
cool commercial.
IWOM quotes:
恶心了，很单纯的行为
被贴上了商业的标
签…… Link
It’s disgusting to make
such a simple action into
a commercial.
诺基亚你有病吧。铁公
鸡。 Link
What’s wrong with Nokia.
Cheapskate.
病毒视频风暴席卷品牌而来
9| Source: May, 2010
10. IWOM WATCH 2006 - 2010
概要
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。
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。
病毒视频风暴席卷品牌而来
网络口碑摘录：
是广告哇，不过挺好玩
的，呵Link
This is a commercial
and it’s very
interesting.
很明显是个很牛B广告！
Link
Obviously, this is a
cool commercial.
网络口碑摘录：
恶心了，很单纯的行为
被贴上了商业的标签
…… Link
It’s disgusting to make
such a simple action into
a commercial.
诺基亚你有病吧。铁公
鸡。 Link
What’s wrong with
Nokia. Cheapskate.
诺基亚病毒视频风靡网络
Nokia's Viral Videos generate intense buzz
10| 来源：2010年5月刊
11. IWOM WATCH 2006 - 2010
CIC View
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.
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.
Nokia Bruce Lee Viral Video Cruze Viral Video Alibaba Viral Video
病毒视频风暴席卷品牌而来
诺基亚病毒视频风靡网络
Nokia's Viral Videos generate intense buzz
| Source: May, 2010 11
13. IWOM WATCH 2006 - 2010 13
What are companies doing on video sharing sites – jetBlue airlines CEO apologized
to passengers through YouTube
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
ay 21 st
May 21 st
May 21 st
病毒视频风暴席卷品牌而来
IWOM quotes (link)
Netizen: xjaspx
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!
Summary
David Neeleman, the founder and CEO of
jetBlue Airways apologized to consumers for the
massive flight cancellations and delays that were
precipitated by a fierce winter storm. In addition
to running an apology in 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.
CIC View
There are several advantages for company to practice a crisis-response on video sharing sites:
• putting the video on the index page of hottest video sharing sites could get mass attention
• it can get attention of those who pay more attention to non-traditional media channels (i.e. China netizens)
• it could be much more cheaper than broadcasting it on TV
• 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
For jetBlue, it not only has the right attitude, but also the powerful tool to leverage its promise to customers.
| Source: February, 2007
14. IWOM WATCH 2006 - 2010 14
What are companies doing on video sharing sites – jetBlue airlines CEO apologized
to passengers through YouTube
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
ay 21 st
May 21 st
May 21 st
病毒视频风暴席卷品牌而来
网络口碑摘录(link)
网民: xjaspx
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。
概要
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。
CIC观点
公司在视频分享网站发布危机公关回应有以下几点好处：
• 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
• 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）
• 比电视发布更加的便宜
• 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
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。
| 来源：2007年2月刊
15. IWOM WATCH 2006 - 2010 15
“Arm-Swinging Man” gains rapid popularity online
京城地铁甩手男视频网上走红
ay 21 st
May 21 st
May 21 st
病毒视频风暴席卷品牌而来
Summary
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.
IWOM quotes
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
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
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 ad. link
| Source: January, 2009
16. IWOM WATCH 2006 - 2010 16
“Arm-Swinging Man” gains rapid popularity online
京城地铁甩手男视频网上走红
ay 21 st
May 21 st
May 21 st
病毒视频风暴席卷品牌而来
Summary
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.
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.
IWOM quotes:
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 cheated. link
广告，但是做的很没新意，很失败 / It is a video ad. But it lacks
creativity. link
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
Netizens’ feedback towards “Arm-Swinging Man”
after knowing it was a viral ad.
| Source: January, 2009
17. IWOM WATCH 2006 - 2010 17
What are companies doing on video sharing sites - Chelsea FC launched its own
channel on YouTube
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
ay 21 st
May 21 st
病毒视频风暴席卷品牌而来
CIC View
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.
Note: see more related analysis about making use of video sharing sites in CIC watch Jan.1-15, 2007.
Summary
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.
"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.”
| Source: January, 2009
19. IWOM WATCH 2006 - 2010
IWOM WATCH
APPENDIX
Year 2006
Jul (1st) - AMD chooses world‟s hottest blogger Xu Jinglei as spokesperson
Jul (2nd) - Welcome to the crisis 2.0 era
Aug (1st) - Lycra My Hero – new business on eBay
Aug (2nd) - Only great brands have online fan base? The Chery Army sounds-off online
Sep(1st) - “Gate” incidents frequently appears online in 2006
Sep(2nd) - Most wanted – hunt Accord Girl through video
Oct(1st) - What kind of corporate blog fits your company?
Oct(2nd) - KFC‟s Cyberspace Woes Continue
Nov(1st) - Want to engage / cooperate with e-fluencers? Let them stay independent for credibility
Nov(2nd) - Electronics retailer BestBuy sponsors gadget shopping blog – e-fluencers‟ voice matters
Dec(1st) - Shanghai VW extends POLO experience into virtual gaming world
2006 2nd half year review (Jul - Dec)
2006 – 2010 Topics of IWOM watch
Year 2007
Jan (1st) - Converge the new and the old – online Video Sharing Service
Jan (2nd) - First Crisis2.0 case in 2007: Starbucks in Forbidden City
Feb (1st) - Popular local site dominated by young fashionable generation
Feb (2nd) - Netizens created their own Spring Festival Gala
Mar (1st) - The growing status of multi-media sharing services in 2.0 crisis
Mar (2nd) - Dell launches Direct2Dell Chinese
Apr (1st) - Rewards are not always embraced by netizens
Apr (2nd) - Fast-food giants enjoy online interaction
May (1st) - Buick Excelle HRV drives The Truman Show
May(2nd) - Time for Q&A DIY
Jun (1st) - Meizu platforms - a case about branded destination for fans
2007 1st half year review (Jan - Jun)
Jul (1st) - MSN and MySpace have entered a partnership
Jul (2nd) - Crisis spreading through expanding IWOM landscape
Aug (1st) - “Forum Crushing Groups” – a rising destructive power?
Aug (2nd) - KFC nutrition page on Baidu Zhidao
Sep(1st) - Eat McDonalds hamburger and get Taobao coupon
Sep(2nd) - From “Shai Ke” to “Shai Hei”
Oct(1st) - Will real name system strengthen social network sites?
Oct(2nd) - IBM plans to remove the blocks between different virtual
worlds
Nov(1st) - Netizens love joining in controversial brand related
conversation
Nov(2nd) - IWOM made OMO change its TVC?
Dec (1st) - Ku6 triggered netizens‟ buzz through “Paike/拍客” concept
Dec (2nd) - Motorola Q8 cooperates with Tuzki
2007 2nd half year review (Jul - Dec)
Year 2008
Jan (1st) - Zhui Ke (追客) – Let‟s Chase
Jan (2nd) - “Forum Crushing” – a way for netizens to express their dissatisfaction
Mar (1st) - Edison Chen Photo Gate incident is not just about celebrities
Mar (2nd) - Virtual Gifts: Campaigns and SNS integrate popular Internet trend
Apr (1st) - Da Ren Activity: A simple but effective marketing approach
Apr (2nd) - “囧 (Jiong)”, one of the oldest Chinese characters, now leads a new
wave of net culture
May Special Edition - Internet and IWOM shape the Sichuan earthquake aftermath
Jun (1st) - Sina hires sports commentator favored by netizens
20081st half year review (Jan - Jun)
Jul (1st) - Netizens criticize the misuse of net language in brands advertisements
Jul (2nd) - In response to plastic bag ban, Chinese netizens go green on BBS communities
Aug (1st) - The IWOM winner in 2008 Beijing Olympics, Adidas or Li Ning?
Sep(1st) - First 90‟s kids start college - “We are 90s, we are unique!”
Sep(2nd) - SNS applications target engaged consumers
Oct(1st) - The Forbidden City virtual game
Oct(2nd) - Microsoft releases “Black Screen” in China
Nov(1st) - SNS encourages netizens to write reviews and express opinions
Nov(2nd) - The Shan Zhai Spring Festival Gala highly anticipated by netizens
2008 2nd half year review (Jul - Dec)
Year 2009
Jan - Spring Festival online markets explode in popularity
Feb - Valentine logos on search engines creates buzz online
Mar - Education 2.0: New Oriental Promotes Q＆A services
Apr - April Fools‟ Day - A festival for netizens
May - Lohas juice successfully promotes its brand on the game „Kaixin Garden‟
Jun – Social Media Getting Closer to Real Life
2009 1st half year review (Jan - Jun)
Jul – When We Live Together Online
Aug – The Birth of New Entertainment Ways
Sep – We are the Chinese Youth Generation!
Oct – The Ever Evolving Internet
Nov – Internet amplifies the impact of offline events
Dec - “Have you been „low-carbon‟ today?”
2009 2nf half year review (Jul - Dec)
Year 2010
Jan - Faster, Faster and Faster
Feb - Ahead of crisis
Mar – The power of netizens
Apr – The Internet can be infinitely creative
May – Making sense of “Tuan Gou”
Jun – Break out of “69 Jihad”
Jul – Have you VANCLIZED
20. IWOM WATCH 2006 - 2010
IWOM WATCH
更多了解CIC
Know more about IWOM Round table:
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.
Know more about IWOM White paper
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.
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.
CIC 2010 Syndicated reports
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.
了解IWOM圆桌会议：
IWOM囿桌会议 (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发起幵组织癿网络口碑相关行业和客户互动交流癿平台，
该平台旨在共享网络口碑（IWOM）最新信息、讨论网络口碑（IWOM）发展过程中癿遇到癿问题不研究癿成果，帮助推动网络口碑（IWOM）行业癿日
臻成熟不完善。
了解IWOM白皮书：
在CIC，我们思考关于网络口碑癿一切。CIC知识管理中心都会丌断整理在中国网络口碑研究领域宝贵癿经验，基于市场调研、信息技术、社会学、统计
学等领域多样化癿研究斱法，同时引迚先迚思想和革命性概念，定期发布高质量癿CIC网络口碑白皮书系列，丌断向客户以及网络口碑研究不咨询行业分
享CIC癿网络口碑信息精髓以及开拓性癿理念体系，推动在网络口碑领域癿发展。
申请IWOMmaster ID卲可第一时间获得最新癿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…)
CIC 2010年行业报告：
CIC发布了2010年新版行业报告，内容涉及目前广受瞩目癿行业和话题，包括SNS， 护肤， 护发及IT笔记本)，欲了解详情可访问我们癿与题页面。
21. IWOM WATCH 2006 - 2010
IWOM WATCH
ABOUT CIC
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.
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.
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.
Website: www.ciccorporate.com
Blog: www.seeisee.com
Service platform: www.iwommaster.com
IWOMdiscover: discover.iwommaster.com
IWOMexplorer: explorer.iwommaster.com
t.sina.com.cn/seeisee
www.douban.com/host/cic
www.slideshare.net/CIC_China
www.tudou.com/home/iwomchina
@cicdata
CIC_CN
www.linkedin.com/companies/359113
Founder blog: www.seeisee.com/sam
23. IWOM WATCH 2006 - 2010
This document is for private commercial use only. Distribution to third parties
and/or publication in whole or in part is strictly prohibited without expressed
written consent of CIC.
本文件是针对CIC客户的相关品牌和企业的商业文件。未经CIC的书面许可，
本文件或文件中的任何内容不得转交给第三方， 同时也不得发表本文件或文
件中的任何内容。
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Tel: 021-5237 3860 | Fax: 021-5237 3632
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