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What’s Driving Auto Buzz:
An overview of Internet Word of Mouth around
automobiles on Chinese online message boards (BBS)
...
BACKGROUND
• IWOM is increasingly important to marketers because it serves as both a
significant influence on consumer dec...
SUMMARY OF LEARNINGS
IWOM Culture
  Popular online community activities such as “fubai” (腐败) and “homework” (作业 )
encourag...
Automobile IWOM Culture In China
WHAT IS INTERNET WORD OF MOUTH (IWOM)?

Definition: Content including text and multimedia related to
companies, products o...
IWOM HAS MASSIVE REACH
                                                                                *162,000,000 Intern...
IWOM BRINGS COMPLEXITY TO COMMUNICATIONS:
Consumers are gaining influence
Consumers have their own media in blogs, BBS and...
UNIQUE NETIZEN LANGUAGE: The presence of online
culture is represented by a unique lexicon
             Automobile Net Lan...
MASSIVELY POPULAR NICKNAMES: practical
implications for Search Engine Marketing
                                          ...
“FB” (腐败): when fan driven online auto clubs meet
offline to share experience
FB (short for “fubai” or 腐败): The original m...
“HOMEWORK” (作业): owners show off their cars and
share user experience
Some car owners do “homework” or “功课” like uploading...
FORUMS ARE ACTIVE AND FULL OF PASSION
Forums not only have massive number of threads, the threads are active with
many par...
THE EXPERTS AGREE: IWOM is essential for marketers
in China
“Chat room input [in China] is a gold mine of information on w...
Manufacturer Brand IWOM
MANUFACTURER BRAND BUZZ VOLUME: Chery and
‘pure’ Chinese manufacturer brands dominate
• Chinese local brand Chery leads th...
CHERY KEY WORD FREQUENCY ANALYSIS: Chery
models and other brands/models
                                                  ...
OTHER DRIVERS OF CHERY BUZZ: Nationalism,
pride and admiration
More than half of Chery messages (55,587 posts) do NOT ment...
CHERY OFFLINE NEWS BRING ONLINE BUZZ: Spikes
seen for Shanghai Auto Show and new model release
                    Weekly ...
Model and Attribute IWOM
TOP BUZZED AUTOMOBILE ATTRIBUTES:
        Appearance and Power System are most discussed
        Unsolicited discussion sh...
CAR CATEGORY DISTRIBUTION: Compact and small
class account for half of top 100 most buzzed models
                        ...
TOP 10 MOST BUZZED CAR MODELS: Ford Focus leads
among 430 models tracked for this study
                                  ...
FOCUS UNIQUE BUZZ DRIVER: Interior mentions higher
compared to overall buzz
Mentions of Interior attribute ranks higher fo...
FOCUS INTERIOR: Air Conditioner, Entertainment
Facility and Seat top Interior attributes
Attributes associated with comfor...
FOCUS BUZZ IN JUNE: Safety discussion spiked in
June with release of the C-NCAP safety test result
• The spike in safety b...
Appendix
DESIGN AND METHODOLOGY

• All collected messages were categorized and mined according to a library of terms
  (including I...
Rank of Top Buzzed Models in Different Car Category - I


       Small Class              Compact Class                   ...
Rank of Top Buzzed Models in Different Car Category - II




              Mini Class                        SUV Class    ...
More Auto Net Culture References on Seeisee Blogs

English articles

• IWOM Watch September 1-15: Mazda owners surround a ...
About CIC
ABOUT CIC

CIC is the leading Internet Word of Mouth (IWOM) research and
consulting firm in China. CIC helps its clients m...
Thank You
OUR BLOGS:
www.seeisee.com (Chinese)
www.seeisee.com/sam (English)



OUR WEBSITE:
www.cicdata.com



CONTACT US...
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Whats Driving Auto Buzz (English)

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Whats Driving Auto Buzz (English)

  1. 1. What’s Driving Auto Buzz: An overview of Internet Word of Mouth around automobiles on Chinese online message boards (BBS) November 6, 2007 © 2007 CIC
  2. 2. BACKGROUND • IWOM is increasingly important to marketers because it serves as both a significant influence on consumer decisions and a source of consumer insight. • The purpose of this study is to provide a taste of the Internet Word of Mouth (IWOM) for the mainland China automotive industry. • The systematic analysis used in this study is based on 15,618,268 BBS (online message board) messages from mainland China related to automobiles written by 468,430 unique users for the period of April 1-June 30, 2007. • The discussions were mined using CIC’s proprietary data collection and text mining tools and methodology. * This study was conducted independently and is not sponsored by any manufacturer or any organization. Data source: CIC Automobile Practice, 2007 Q2 2 © 2007 CIC
  3. 3. SUMMARY OF LEARNINGS IWOM Culture Popular online community activities such as “fubai” (腐败) and “homework” (作业 ) encourage consumers to share detailed experiences and opinions about particular models both online and offline. The pervasiveness of net language is demonstrated by over 50% of all Ford Focus mentions referring to English or Internet nicknames (for example FKS) instead of its official name, (福克斯), offering implications for search engine marketing Manufacturer Brand IWOM Chinese local brand Chery leads the overall manufacturer buzz volume with 107,151 mentions; “Pure” Chinese manufacturers account for seven out of the top ten slots; Chinese brands’ strong association with its models helped drive their buzz Chery buzz is driven by nationalistic pride and admiration of the overall brand. Chery saw noticeable spikes in buzz coinciding with Shanghai Auto Show and announcements related to new model release and overall company performance. Model IWOM For individual model buzz, Ford Focus from Changan Ford-Mazda dominates with 3.5% of all model mentions among the 430 models tracked for this study Talk about Focus Interior was a unique major buzz driver compared to other models. Interest in safety spiked when results from China New Car Assessment Programme (C- NCAP) safety test for Focus were released –during this time, Focus’s safety buzz increased 5 fold. Data source: CIC Automobile Practice, 2007 Q2 3 © 2007 CIC
  4. 4. Automobile IWOM Culture In China
  5. 5. WHAT IS INTERNET WORD OF MOUTH (IWOM)? Definition: Content including text and multimedia related to companies, products or services shared by netizens, including brands and consumers, via online community platforms such as BBS (online message boards), blogs and video sites. BBS Blog Video-Sharing Suggest not buy XX model until the engine … problem is fixed. The DIY applications of ZZ model What’s the impact of price reduction and new car launch to auto market in March? Data source: CIC Automobile Practice, 2007 Q2 5 © 2007 CIC
  6. 6. IWOM HAS MASSIVE REACH *162,000,000 Internet users in China Internet User in China (Unit-million) 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 *Data Source: The 20th Statistical Survey Report on the Internet Development in China by CNNIC, July 2007 Regular BBS User Online (Unit-million) Regular Blog User Online (Unit-million) 50.6 46.2 34.7 19.6 15.8 15.0 11.2 3.3 2001 2002 2003 2004 2005 2006 2005 2006 50,553,000 regular BBS users (36.9%)* 34,661,000 Chinese bloggers (25.3%)* *Data Source: The 19th Statistical Survey Report on the Internet Development in China by CNNIC, January 2007 Data source: CIC Automobile Practice, 2007 Q2 6 © 2007 CIC
  7. 7. IWOM BRINGS COMPLEXITY TO COMMUNICATIONS: Consumers are gaining influence Consumers have their own media in blogs, BBS and other community platforms that can both amplify and influence traditional media as well as reflect and influence consumers themselves. Billboard Blog TVC BBS IWOM Shape Influence Reshape Mainstream Media Newspaper & Magazines Video Sharing Data source: CIC Automobile Practice, 2007 Q2 7 © 2007 CIC
  8. 8. UNIQUE NETIZEN LANGUAGE: The presence of online culture is represented by a unique lexicon Automobile Net Language Common Net Language on Automobile E-community FAW-VW: 一汽大众 一气大众 17大众 FAW-VW 17DZ 17VW 腐败 / FB : offline activity of car owner Audi: audi 奥迪 四个圈 0000 oooo 四环素 大虾 / DX: the honorific title for Ford Focus: 小福(little Fu), 福福(Fu Fu), FKS, car expert, especially for males FCS 领导 (leader): nickname for male Toyota Camry: 凯美瑞 camry KK KMR CMR 凯凯(Kai Kai) car owner’s wife, girlfriend and daughter Gearbox: 变速器 变速箱 波箱 gearbox 作业 (homework): new car owners’ user experience articles Sample Explanation 屁股 (butt): tail end of a car FKS= Focus: the Chinese name for Ford Focus is “福克斯” or in pinyin “Fu(福) Ke(克) 美容 (beauty): car decoration Si(斯)”, hence FKS. and DIY Data source: CIC Automobile Practice, 2007 Q2 8 © 2007 CIC
  9. 9. MASSIVELY POPULAR NICKNAMES: practical implications for Search Engine Marketing Case Study Focus Nickname Buzz Share in Q2,2007 0.4% 0.2% 9.2% 福克斯 15.2% 小福 FKS 49.7% 49.9% Focus FCS 福福 25.3% Data Base: 237,699 Focus posts in Q2,2007 When referring to Ford Focus, netizens use nicknames or its English name over 50% of the time. For example, a search for quot;FKSquot; on each Baidu or Google will yield 8 out 10 results referring to Ford Focus. None of the results refer to any official Ford site and many refer to BBS articles. Neither page has contextual text advertisements (i.e. AdWords). Search Engine Marketing (SEM) experts suggest that 80% of users who do not find the desired search results on the first page will not go to the second page so it's critical for a brand to appear in first page search results, paid or unpaid. Clearly, this is a missed opportunity for Focus SEM. *A single post may have more than one mention of an official name or nickname Data source: CIC Automobile Practice, 2007 Q2 9 © 2007 CIC
  10. 10. “FB” (腐败): when fan driven online auto clubs meet offline to share experience FB (short for “fubai” or 腐败): The original meaning of fubai is quot;corrupt.quot; Within auto forums, the term is used to refer to the netizens spending their own hard-earned money to enjoy life to go out to eat and travel. “FB” activities help to build a tight knit club for specific models filled with the most passionate fans and owners. Such clubs provide an excellent channel for brands to understand consumers better as well as communicate with them more closely. Initiating “FB” activity Sharing “FB” experience 帖子示例: “活动口号:发掘一切可以腐败 帖子示例: “活动很棒,和大家分享一下活 地地点! 大家积极报名!” 动照片,以饲没去成的朋友!” Quote: “The event slogan: Searching for Quote: “The event is brilliant, I will share every possible place for FB event! the event photos for those who missed it.” Please register quickly!” Data source: CIC Automobile Practice, 2007 Q2 10 © 2007 CIC
  11. 11. “HOMEWORK” (作业): owners show off their cars and share user experience Some car owners do “homework” or “功课” like uploading pictures of their cars to show off their purchases. Many car buyers in China are first time car buyers and likely are the first person in their family to own a car. Purchasing a car is a new rite of passage into the middle class that should be well documented. Other consumers do homework to share their detailed experience to help fellow consumers make more informed decisions. Such content, written by netizens “like you and me,” can come across as much more credible, influential and definitely more informative than the flood of marketing messages presented by manufacturers, especially when potential buyers are looking for detailed information and suggestions. 帖子示例: “我的车跑了两千多公里,里程表都不显示了,刹车处有 略显清脆的响声,想尽快做首保了。” Quote: “My car has run for more than 2000km, the odometer cannot display the right number, and the brake has a very strange noise. I want to have the first maintenance soon. “ 帖子示例: 感觉比日、韩车同等档次的车型要稳重,室内装饰朴素 大方,质感不错,配置一般 Quote: It [Polo Jinqing] feels more stable than Japanese and Korean cars of the same class. The interior decoration is simple but feels good to the touch. The equipment is just average. Data source: CIC Automobile Practice, 2007 Q2 11 © 2007 CIC
  12. 12. FORUMS ARE ACTIVE AND FULL OF PASSION Forums not only have massive number of threads, the threads are active with many participants. Statistics of the Top 10 Hottest Auto BBS Forum in Q2, 2007 # of # of Initiation Participation # of Threads Posts Posters Index* Index* Average of Top 10 256,994 9,949 10,242 1 28 Forums *Initiation Index=No. of Threads/No. of Poster: For example, on average, each poster in a forum will initiate one thread. *Participation Index=No. of Post/No. of Threads: For example, on average, each thread will have 28 replies. Data source: CIC Automobile Practice, 2007 Q2 12 © 2007 CIC
  13. 13. THE EXPERTS AGREE: IWOM is essential for marketers in China “Chat room input [in China] is a gold mine of information on why people don't buy…. Survey company The Nielsen Co. found that shoppers make chat rooms their final stop before making a purchase decision. Philippe Coquelle, head of automotive research for Nielsen in China, calls it quot;a sort of disaster check. Some buyers change their mind based on what they read….” For all auto marketers, they are a window into customers' likes and dislikes. ” Automotive News, “In China, Internet chatrooms are a goldmine” March 21,2007 “China’s car buyers rely heavily on Internet content as a source of purchasing information, with more than 40% ranking the Internet as “extremely important” or “very important” in making a decision. The Internet is making the process of car purchasing increasingly transparent for China’s consumers -- in the same way it has done for car buyers in more developed car markets. Chinese consumers use the Internet extensively for pre-purchase information, and actively browse auto websites, read up on news about brands, compare prices or join web-based discussions.” TNS China, July 2007 Data source: CIC Automobile Practice, 2007 Q2 13 © 2007 CIC
  14. 14. Manufacturer Brand IWOM
  15. 15. MANUFACTURER BRAND BUZZ VOLUME: Chery and ‘pure’ Chinese manufacturer brands dominate • Chinese local brand Chery leads the overall manufacturer buzz volume (i.e. brand mentions); “pure” Chinese manufacturers account for seven out of the top ten slots • Chinese manufacturers’ brands, especially leading brands Chery and Geely, have stronger association with their model names (e.g. “Chery QQ”, “Geely Jingang”) which partially explains higher buzz volume of Chinese brands *Manufacturer Brand Buzz Volume in Q2, 2007 % of manufacturer brand name mentioned with models 奇瑞汽车 Chery 107,151 46% 吉利汽车 Geely 37,932 35% 上海大众 SVW 36,244 14% 海马 Haima 31,911 5% 一汽-大众 FAW-VW 31,016 22% 长安汽车 Changan 27,765 22% 比亚迪 BYD 23,054 53% 广州本田 GHAC 22,933 29% 力帆汽车 Lifan 17,665 Unit: Post 51% 上海汽车 Shanghai Motor 17,345 20% *Note: Manufacturer brand buzz is the number of posts only mentioning manufacturer brand, not including its models buzz Data source: CIC Automobile Practice, 2007 Q2 15 © 2007 CIC
  16. 16. CHERY KEY WORD FREQUENCY ANALYSIS: Chery models and other brands/models Consumers compare Chery with other similar The hottest words around Chery were models like Polo and Spark; news about the its popular models like A series and QQ cooperation between Chery and other foreign manufactures drive mentions of FIAT and Alpha Romeo Chery’s models Frequency A1 20,832 A5 16,205 Other brands/models Frequency A3 10,090 菲亚特/FIAT 1,350 QQ 8,772 Alpha Romeo 1,424 QQ6 4,803 本田雅阁/ Honda Accord 463 QQ3 1,693 Polo 457 A6 1,229 华晨/Huachen 421 SUV 1,124 Spark 406 瑞虎/Tiggo 963 吉利/Geely 333 MPV 589 比亚迪/BYD 293 Shooting Sport 538 夏利/Xiali 252 东方之子/Eastar 474 伊兰特/Elantra 227 Methodology: For all the posts mentioning Chery in Q2, identify the most mentioned terms near Chery and then categorize and rank by frequency. Data source: CIC Automobile Practice, 2007 Q2 16 © 2007 CIC
  17. 17. OTHER DRIVERS OF CHERY BUZZ: Nationalism, pride and admiration More than half of Chery messages (55,587 posts) do NOT mention Chery models. As China's well-known domestic automobile brand, and the number one auto exporter in China, “our Chery” holds a special place in netizens’ hearts as they discuss the company or the brand. Chery is object of nationalistic pride and seen as the hope of Chinese auto industry 帖子示例: “奇瑞公司为我们中国人争气了,为我们民族汽车工业的 真正腾飞做出了伟大的贡献.我们该为奇瑞感到骄傲.” Quote: “Chery has been playing a significant role in advancing Chinese auto industry. We should be proud of this brand.” 帖子示例: “我们也希望我们的奇瑞能够真正的、快速的发展起 Netizens express their own opinions and offer 来,强大起来奇瑞,请一定要为这些喜爱你支持你的人争口气呀!” ideas to Chery brand Quote: “We hope that our Chery can get stronger quickly, Chery, please don't let your supporters down!” 帖子示例: “奇瑞这个名字在我们这里方言很难读,我感觉一个好记顺口 的名字对于品牌推广也有很大的作用,也便于日后像别人介绍。” Quote: “Chery’s brand name is difficult to pronounce in the dialect of my Chery’s history and the corporate image are region, I think a good name should be easier to read and remember; this spread and discussed as a good example is good for brand introduction.” online 帖子示例: “其实奇瑞现在差就差在售后服务这一环节!管理好4S店是当务 之急,别让4S店砸了奇瑞的招牌! “ 帖子示例: “知道奇瑞的诞生和发展历程的人都会觉得震惊。支持 Quote: “Actually, what Chery lacks most now is its after sale service! One 奇瑞的企业管理,自主创新的精神!” urgent thing for Chery to improve is to run its 4S stores better. Don’t let Quote: “It is amazing to know the history of Chery’s birth and these stores destroy Chery brand.” development. I think Chery’s corporate management style and their innovative spirit is great!” Data source: CIC Automobile Practice, 2007 Q2 17 © 2007 CIC
  18. 18. CHERY OFFLINE NEWS BRING ONLINE BUZZ: Spikes seen for Shanghai Auto Show and new model release Weekly Trend of Top 10 *Manufacturer Brand Buzz Volume in Q2 2007 Chery Eastar Cross launched, A3 rumours Unit: Post (price, launch date), and news that Chery was No 2. best selling brand in China in May 15,000 奇瑞汽车 Chery Shanghai Auto Show where Chery 吉利汽车 Geely 12,000 announces multiple exhibits as well as A1 and A3 launch 上海大众 SVW 海马 Haima 9,000 Brand new Haima 3 一汽-大众 FAW-VW was launched 长安汽车 Changan 6,000 比亚迪 BYD 广州本田 GHAC 3,000 力帆汽车 Lifan 上海汽车 Shanghai Motor 0 4.1- 4.8- 4.15- 4.22- 4.29- 5.6- 5.13- 5.20- 5.27- 6.3- 6.10- 6.17- 6.24- 4.7 4.14 4.21 4.28 5.5 5.12 5.19 5.26 6.2 6.9 6.16 6.23 6.30 *Note: Manufacturer brand buzz is the number of posts only mentioning manufacturer brand, not including its models buzz Data source: CIC Automobile Practice, 2007 Q2 18 © 2007 CIC
  19. 19. Model and Attribute IWOM
  20. 20. TOP BUZZED AUTOMOBILE ATTRIBUTES: Appearance and Power System are most discussed Unsolicited discussion shows that appearance and power system are the issues of most interest to consumers. *Attribute Buzz Incidence in Q2, 2007 40.1% 40.0% 帖子示例: : “马自达33白的太斯文,无法体现小马的个性,倒是黑色让 帖子示例 “马自达 白的太斯文,无法体现小马的个性,倒是黑色让 我刮目相看,冷酷中带点霸气,特别是车头正面特写,无敌了。” ” 我刮目相看,冷酷中带点霸气,特别是车头正面特写,无敌了。 Quote: “The white color Mazda 33seems too gentle with no Quote: “The white color Mazda seems too gentle with no personality. The black one is quite cool, and the front end is personality. The black one is quite cool, and the front end is awesome.” awesome.” 帖子示例: : “骐达的发动机是铸铁的还是铝的?今天才注意到这个问 帖子示例 “骐达的发动机是铸铁的还是铝的?今天才注意到这个问 22.7% 题,一同事很自豪地称他的骐达发动机是铝的,二者有什么不同?” ” 题,一同事很自豪地称他的骐达发动机是铝的,二者有什么不同? Quote: “One of my colleagues said proudly that the engine of his Quote: “One of my colleagues said proudly that the engine of his 18.6% Tiida is made of aluminum. What’s the difference between iron and Tiida is made of aluminum. What’s the difference between iron and 15.0% aluminum engine?” aluminum engine?” 9.3% 8.0% 7.3% 4.6% 4.6% 1.3% 0.2% ) ) ) ) ) ) ) ) ) ) ) ) 系 统 据 统 务 饰 商 护 统 格 饰 观 系 服 系 (车 数 配 销 维 系 配 价 外 动 户 全 车 部 e( (经 修 力 部 in 体 ic (安 (整 r(外 (传 客 rig (维 (动 r(内 er Pr 整 e( O m l ce em em er io ea rio e( c te r et an vi nc D te te st st s r m Sy Ex nt ra Se Sy Sy In ra ai a ty Pa r ne er pe M we fe om Li Ap Sa ic Po s e t us Ba riv C D Data Base: Total Brand and Product posts= 4,251,063 *Note: Each Attribute Buzz Incidence by Brand is the percentage of each attribute posts among total brand and product posts Data source: CIC Automobile Practice, 2007 Q2 20 © 2007 CIC
  21. 21. CAR CATEGORY DISTRIBUTION: Compact and small class account for half of top 100 most buzzed models 帖子示例:: ““楼主收入可以买一部雨燕或者标志206, 帖子示例 楼主收入可以买一部雨燕或者标志206, 都是六七万的车,但不错,你可以承受。”” 都是六七万的车,但不错,你可以承受。 Car Category Distribution among Quote: “According to your income, you could afford Quote: “According to your income, you could afford a Swift or Peugeot 206, both are good options with a Swift or Peugeot 206, both are good options with Top 100 Buzzed Models price ranges from 60,000RMB to 70,000RMB” price ranges from 60,000RMB to 70,000RMB” 4% 3% 帖子示例:: ““雪佛莱乐风,很不错的一个家庭轿车,或 帖子示例 雪佛莱乐风,很不错的一个家庭轿车,或 7% Compact class 者像雪佛莱的微型车也是不错的选择,方便环保时 者像雪佛莱的微型车也是不错的选择,方便环保时 30% Small class 尚!” 尚!” Quote: ““ Chevrolet Lova is a nice car for family Quote: Chevrolet Lova is a nice car for family Midsize class usage, and Chevy’s mini model is also a good usage, and Chevy’s mini model is also a good 17% option.” option.” Premium class SUV class 帖子示例:: ““根据你的实际情况,建议十万以下的经济 帖子示例 根据你的实际情况,建议十万以下的经济 车型,, 比如富康,空间大,油耗也不大,好象不到七 车型 比如富康,空间大,油耗也不大,好象不到七 Mini class 万元。”” 万元。 19% 20% MPV class Quote: ““ II would suggest the economic class which Quote: would suggest the economic class which is less than 100,000RMB depends your actual is less than 100,000RMB depends your actual finance status. For instance, Fukang is less than finance status. For instance, Fukang is less than 70,000RMB, which has a big interior space with less 70,000RMB, which has a big interior space with less gasoline consumption.” gasoline consumption.” Data Base: *Top 100 buzzed models *Note: Total post number of top 100 models is 3,194,250, which contribute 75% of total models posts. CIC tracked 430 models from 85 manufacturers. Data source: CIC Automobile Practice, 2007 Q2 21 © 2007 CIC
  22. 22. TOP 10 MOST BUZZED CAR MODELS: Ford Focus leads among 430 models tracked for this study Top 10 Model Buzz Incidence in Q2, 2007 福特 福克斯 3.5% Changan Ford Mazda Focus 华晨汽车 骏捷 3.0% Huachen Junjie 海马 福美来 2.7% Haima Family 一汽-大众 速腾 2.7% FAW-VW Sagitar 神龙标致 307 2.0% Dongfeng Peugeot 307 一汽-大众 迈腾 1.7% FAW-VW Magotan 长安铃木 天语 1.5% Changan Suzuki SX4 广州丰田 凯美瑞 1.4% Guangzhou Toyota Camry 东风标致 206 1.2% Dongfeng Peugeot 206 东风雪铁龙 凯旋 1.2% Dongfeng Citroen C-Triomphe Data Base: Total Brand and Product posts= 4,251,063 Note: Each model buzz Incidence is the percentage of each model posts among total brand and product posts. CIC tracked 430 models from 85 manufacturers. Data source: CIC Automobile Practice, 2007 Q2 22 © 2007 CIC
  23. 23. FOCUS UNIQUE BUZZ DRIVER: Interior mentions higher compared to overall buzz Mentions of Interior attribute ranks higher for Focus (3) than for all models (5) tracked for this study (430 models tracked in total). Top Automobile Buzz Attributes for All Models VS Top Ford Focus Buzz Attributes 1 Appearance 1 Appearance 2 Power System 2 Power System 3 Price 3 Interior 4 Exterior 4 Price 5 Interior 5 Exterior 6 Drive Line System 6 Drive Line System 7 Dealer 7 Dealer 8 Customer Service 8 Customer Service 9 Safety System 9 Safety System 10 Origin 10 Origin Note: Attribute is ranked by total posts Data source: CIC Automobile Practice, 2007 Q2 23 © 2007 CIC
  24. 24. FOCUS INTERIOR: Air Conditioner, Entertainment Facility and Seat top Interior attributes Attributes associated with comfort top Focus interior attribute buzz, which matches with comfort as the top user experience attribute for all model messages. Comfort is clearly a key concern for consumers. Comfort is the most talked attributes among the overall automobile user Buzz Incidence of Ford Focus Interior Attributes experience sharing messages User experience Rank sharing attributes Comfort 1 Comfort 30% 2 Power 3 Economy 20% 4 Safety 18% 5 Driving control 20% 6 Reliability 7 Technology 10% 10% 8 Endurance 10% 7% 4% 3% 3% 3% 0% Air conditioner Entertainment facility Seat Electronic assistant system Accessory Material Central control station Remote control system Dashboard GPS Note: Each Ford Focus attribute buzz incidence is the percentage of each attribute posts among total interior attribute posts Data source: CIC Automobile Practice, 2007 Q2 24 © 2007 CIC
  25. 25. FOCUS BUZZ IN JUNE: Safety discussion spiked in June with release of the C-NCAP safety test result • The spike in safety buzz suggests consumers put weight into the C-NCAP test. • High scores on such test represent opportunities for marketers to maximize the safety buzz; low scores may cause significant negative buzz. Ford Focus Traffic Safety Test Buzz Trend 1,200 1,137 800 400 Focus C-NCAP 241 result released 158 0 April May June 帖子示例:“很不错的测试报告,买 的放心,开的放心了.人的安全总是 第一位的. ” Quote: “Nice test report. I feel confident to have it. Safety is always first my concern. ” Note: C-NCAP - China New Car Assessment Programme (中国新车评价规程) Data source: CIC Automobile Practice, 2007 Q2 25 © 2007 CIC
  26. 26. Appendix
  27. 27. DESIGN AND METHODOLOGY • All collected messages were categorized and mined according to a library of terms (including Internet slang) representing companies, brands, products, and attributes customized for the unique linguistic environment of mainland China. For this study, 430 models from 85 manufacturers were tracked. • The unit of buzz volume is based on single post (a message posted in online forum) • All obviously “Irrelevant Messages” such as 灌水 (guan shui) were filtered out. Also, messages containing the characters that refer to something other than the intended object were filtered out. For example, “大众” the Chinese name of Volkswagen, when referring to “people,” and not the brand, was not counted. • All the sample quotes in this white paper are selected from top automobile BBS in China • Models are classified utilizing categorization commonly used on top automobile sites: mini, small, compact, midsize, premium, SUV and MPV (large, luxury cars are included in premium car category). Data source: CIC Automobile Practice, 2007 Q2 27 © 2007 CIC
  28. 28. Rank of Top Buzzed Models in Different Car Category - I Small Class Compact Class Midsize Class Premium Class Rank Model Rank Model Rank Model Rank Model 1 天语 SX4 1 福克斯 Focus 1 骏捷 Junjie 1 宝马3系列 BMW 3* 标致 206 2 福美来 Family 2 迈腾 Magotan 2 奥迪A4 Audi A4 2 Peugeot 206 3 速腾 Sagitar 3 凯美瑞 Camry 3 皇冠 Crown 3 飞度 Fit 标致 307 4 奥迪A5 Audi A5 4 雨燕 Swift 4 锐志 Reiz 4 Peugeot 307 5 C2 5 凯旋 C-Triomphe 5 雅阁 Accord 5 宝马7系列 BMW 7 6 骊威 Livina 6 花冠 Corolla 6 帕萨特 Passat 6 奥迪A6 Audi A6 7 乐风 Lova 7 马自达6 Mazda 6 7 奥迪A3 Audi A3 7 马自达3 Mazda 3 8 夏利 Xiali 8 宝来 Bora 8 奔腾 Besturn 8 宝马5系列 BMW 5 9 威志 Weizhi 9 尊驰 Junchi 9 大众GTI VW GTI 9 思域 Civic 10 劲情 Polo 10 高尔夫 Golf 10 蒙迪欧 Mondeo 10 宝马X系列 BMW X Note: Model ranks are based on the no. of posts mentioning the models. Higher rank means more posts. * BMW 3 series models analysis not broken down according to model as most references are to “3 series” not to specific models. Data source: CIC Automobile Practice, 2007 Q2 28 © 2007 CIC
  29. 29. Rank of Top Buzzed Models in Different Car Category - II Mini Class SUV Class MPV Class Rank Model Rank Model Rank Model 1 乐驰 Spark 1 瑞虎 Tiggo 1 途安 Touran 2 奥拓 Alto 2 CR-V 2 毕加索 Picasso 3 奇瑞 QQ 3 卡宴 Cayenne 3 开迪 Caddy 4 长安奔奔 Benben 4 途胜 Tucson 4 奥德赛 Odyssey 5 奇瑞 A1 Chery A1 5 途锐 Touareg 5 GL8 Note: Model ranks are based on the No. of posts mentioning the models. Higher rank means more posts. Data source: CIC Automobile Practice, 2007 Q2 29 © 2007 CIC
  30. 30. More Auto Net Culture References on Seeisee Blogs English articles • IWOM Watch September 1-15: Mazda owners surround a Hummer • Hey DX, hope you like this post on net language for auto industry QQ fans attending a fellow QQ owner's wedding • Net language: Implications for Search Engine Marketing • Chinese Blogs, BBS and the Automobile Industry, Part 1: I-WOM Channels • Automobile: In China, the Chery Army sounds-off online Chinese articles Mazda owners surround a Hummer • 南京“马自达袭击悍马”事件引爆网络讨论(IWOM watch Sep 1-15) • 汽车网络视频,今天你看了没? • 中国汽车博客的特点 • 网络团购,汽车消费者的“新欢” Data source: CIC Automobile Practice, 2007 Q2 30 © 2007 CIC
  31. 31. About CIC
  32. 32. ABOUT CIC CIC is the leading Internet Word of Mouth (IWOM) research and consulting firm in China. CIC helps its clients make sense of the buzz found on Chinese blogs, BBS forums, and other IWOM channels using proprietary text mining technology developed specifically for the Chinese language. With sensitivity toward marketing, market research, media planning, public relations, and product development, CIC’s team of IWOM analysts provide actionable insights for a stable of Fortune 500 retainer clients in China and around the world. CIC was founded in 2003 by a team of local and international professionals with rich experience in the Chinese marketing communications. Visit www.cicdata.com or www.seeisee.com for more information. Data source: CIC Automobile Practice, 2007 Q2 32 © 2007 CIC
  33. 33. Thank You OUR BLOGS: www.seeisee.com (Chinese) www.seeisee.com/sam (English) OUR WEBSITE: www.cicdata.com CONTACT US: info@cicdata.com © CIC 2007

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