Here are a few ways you can learn more about CIC's Mobile Phone Category Overview Report:
1. Contact CIC directly to inquire about purchasing the full report. They can provide more details on the specific insights, data, and analysis it contains.
2. Check CIC's website for case studies, whitepapers, or other resources that may summarize or highlight key findings from the report. This could give you a high-level overview without accessing the entire document.
3. Search online for articles, blogs, or conferences where CIC experts may have presented topics covered in the report. Summaries from these secondary sources could also help you understand the report's value.
4. If your needs aren't immediate
5 Strategies For Effectively Integrating SMS, IVR and SocialWaterfall Mobile
Waterfall Mobile and Angel's presentation of the top strategies for effective cross-channel integration of SMS, IVR and social. Gain a clear understanding how:
- SMS text messaging services can integrate into IVR systems to form a key facet of businesses' customer care strategy
- Business intelligence, customer analytics and reporting can help deliver better customer engagement
This deck was prepared for a lecture for week 1 of Founder Labs Mobile Edition.
The audience was a mix of developers, UI/UX designers and hardware engineers. The goal was to provide a baseline ecosystem overview and talk about technology drivers and business models in mobile.
Most of the slides in the deck are derived from work with my clients at Accenture.
5 Strategies For Effectively Integrating SMS, IVR and SocialWaterfall Mobile
Waterfall Mobile and Angel's presentation of the top strategies for effective cross-channel integration of SMS, IVR and social. Gain a clear understanding how:
- SMS text messaging services can integrate into IVR systems to form a key facet of businesses' customer care strategy
- Business intelligence, customer analytics and reporting can help deliver better customer engagement
This deck was prepared for a lecture for week 1 of Founder Labs Mobile Edition.
The audience was a mix of developers, UI/UX designers and hardware engineers. The goal was to provide a baseline ecosystem overview and talk about technology drivers and business models in mobile.
Most of the slides in the deck are derived from work with my clients at Accenture.
Best practices and stratagies to engaging customers across multiple channels to deliver value and loyalty. Presented at the Professional Association for Customer Engagement conference (PACE), May 2012.
Enhancing monetisation potential from mobile location services: The case for ...Merlien Institute
Presented by Stanley Kee, Managing Director SEA, Gfk
at Market Research in the Mobile World Asia-Pacific
30-31 January 2013, Kuala Lumpur, Malaysia
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net
Mobile Marketing_VML_Oct. '09 KC/IABC Professional DevelopmentPaul Arnhold
mobile marketing deck from IABC's Oct. '09 professional development event - "Mobile Marketing and Other Advanced Technologies" - presented by Joe Grigsby, VML director of emerging media
The presentation talks about the future of VAS in India and how it is going to shape up from a Telco perspective. However this is valid of all the vas industry in India. The views mentioned are of my alone.
Roland Berger Chinese Consumer Report 2010 (collaboration with CIC)Kantar Media CIC
CIC collaborates with Roland Berger on the release of the Chinese Consumer Report 2010, providing trends and insights into Chinese consumer and online behavior.
This document outlines the strategy for Nokia to regain the market share in smartphone market.
The views expressed in this article purely belongs to the authors of the article. Neither the college nor the professors endorses the article
Best practices and stratagies to engaging customers across multiple channels to deliver value and loyalty. Presented at the Professional Association for Customer Engagement conference (PACE), May 2012.
Enhancing monetisation potential from mobile location services: The case for ...Merlien Institute
Presented by Stanley Kee, Managing Director SEA, Gfk
at Market Research in the Mobile World Asia-Pacific
30-31 January 2013, Kuala Lumpur, Malaysia
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net
Mobile Marketing_VML_Oct. '09 KC/IABC Professional DevelopmentPaul Arnhold
mobile marketing deck from IABC's Oct. '09 professional development event - "Mobile Marketing and Other Advanced Technologies" - presented by Joe Grigsby, VML director of emerging media
The presentation talks about the future of VAS in India and how it is going to shape up from a Telco perspective. However this is valid of all the vas industry in India. The views mentioned are of my alone.
Roland Berger Chinese Consumer Report 2010 (collaboration with CIC)Kantar Media CIC
CIC collaborates with Roland Berger on the release of the Chinese Consumer Report 2010, providing trends and insights into Chinese consumer and online behavior.
This document outlines the strategy for Nokia to regain the market share in smartphone market.
The views expressed in this article purely belongs to the authors of the article. Neither the college nor the professors endorses the article
Support as a Leader in Innovation: A Case Study with CisconoHold, Inc.
Customer Case Study with Cisco.
Support is one of the closest organizations to the Voice of the Customer. Intelligence collected during a support interaction provides valuable insight for marketing, product development, engineering, and more. The challenge is that information is siloed and not transformed into measurable ROI. noHold's customer, the leader in networking devices, has found a way to break the mold and create a paradigm shift by syndicating opportunities across all business units.
A Complete analysis of business environment (internal & external) of Nokia.
Competitor analysis and strategies adopted.
Also an in depth analysis of Smartphone Category.
A Mobile Centric View of Silicon Valley - January 2011Lars Kamp
A presentation held at Opinno in San Francisco to a delegration from PromoMadrid. Goal was to provide a quick overview of major trends in mobile in 30 min.
Kantar Media CIC继11年始,连续三年推出《社会化商业白皮书》,帮助企业从无到有建立起对中国社会化媒体和社会化商业的理解。而现在,为了帮助更多企业具象化地了解如何实施社会化商业,Kantar Media CIC正式发布《从社会化商业迈向大数据》白皮书---来自2013-2014中国企业社会化商业调研的洞察,通过对390多个覆盖超过30个行业的受访者进行在线调研,将企业各职能部门人士对社会化商业的态度和理解做出深入分析,也给正在或者即将处于社会化商业变革下的组织提供商业化进阶的建议。
2014 from social business to big data white paper insights from cic's 2013-20...Kantar Media CIC
Kantar Media CIC published “From Social Media to Social Business” white paper series from 2011, which helped enterprises develop their understanding of Chinese social media and ultimately realize their social business objectives. Nowadays, in order to promote enterprises’ implement of social business, Kantar Media CIC officially releases Social Business white paper, From Social Business to Big Data: Insights from Kantar Media CIC’s 2013-2014 China Enterprise Social Business Survey.This book conducts an online survey by distributing questionnaires among more than 390 respondents who come from over 30 industries, to collect extensive attitudes and perceptions towards social business from professionals of various functional departments,and provides suggestions for the organizations which are (or will be) undergoing social business changes.
CIC & Ogilvy PR China released the latest whitepaper “2013 Crisis Management ...Kantar Media CIC
To help companies better prevent and manage potential crises on World Consumer Rights Day, CIC and Ogilvy Public Relations ("Ogilvy PR") China launched their latest white paper "2013 Crisis Management in the Social Era" that analyzes the top 20 crises on Chinese microblogs last year. Advising companies to refrain from publicly jumping to conclusions at the outbreak of a crisis, the study recommends companies to immediately communicate their awareness of the crisis at hand and to promise a thorough investigation. The white paper serves as a guide in helping brands to better organize and fine-tune their crisis communication, especially on social media.
CIC has witnessed dynamic changes in the China Social Media Landscape for the 6th year. In the past year, we have seen that different social and digital platforms offer different marketing value propositions, and the rapid surge in access of mobile internet has generated a much faster and deeper impact in China, compared to other western markets. Read more: http://lnkd.in/bQhKsNC
CIC and GroupM China released 2013 White Paper on Travellers - The Rise of So...Kantar Media CIC
CIC and GroupM China released “2013 White Paper on Travellers - The Rise of Social Travel ” today. This white paper collects and analyzes the information related to social media, maps out five types of travellers active on social media - business travellers, self-drive travellers, package tourists, luxury shopping travellers and backpackers, and has identified their unique attitudes to travel and different consumption behaviours, aiming to help brand marketers develop more effective and targeted marketing strategies.
CIC and GroupM China released 2013 White Paper on Travellers - The Rise of So...Kantar Media CIC
CIC and GroupM China released “2013 White Paper on Travellers - The Rise of Social Travel ” today. This white paper collects and analyzes the information related to social media, maps out five types of travellers active on social media - business travellers, self-drive travellers, package tourists, luxury shopping travellers and backpackers, and has identified their unique attitudes to travel and different consumption behaviours, aiming to help brand marketers develop more effective and targeted marketing strategies.
Viral Video Cinema vol.20:Stop Motion Animation CollectionKantar Media CIC
In a digital age, there’s something quite satisfying about seeing traditional techniques put into practice.
In this collection, we’ve listed the top 6 stop-motion animation ads for your viewing pleasure.
CIC China Social Media Landscape 2013 Published. It's been an explosive 5 years since CIC articulated the 1st ChinaSocial Media Landscape in 2008 and today. We're honored to release the most up to date version of this iconic industry infographic, the CIC China Social Media Landscape 2013.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
2. ABOUT THIS REPORT: OVERVIEW
CIC’s IWOM insightTM Category Report is a thorough introduction to the IWOM
around the Mobile 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 Mobile Industry 2
3. ABOUT THIS REPORT: DESIGN AND METHODOLOGY
To complete this Mobile Phone category overview report, CIC tracked and
6,612 models from 102 manufacturers during the period of 2008, collecting
58,183,562 BBS (online message board) messages from top mobile BBS in
China. All collected messages were 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 Mobile Industry 3
4. ABOUT THIS REPORT: RESEARCH OBJECTIVES
This report aims to generate significant insights and information for companies
interested in the Mobile Phone 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 Mobile Industry 4
6. • Product feedback: What are the most talked about mobile
phone attributes?
• Brand reputations: What are most discussed mobile
phone brands? How does consumers think about these
brands?
• New media intelligence: Where are these conversations
taking place? Who are the efluencers?
• Marketing ideation: What could be leveraged for brands’
campaigns?
Category Overview Report for Mobile Industry 6
7. CONSUMER INSIGHT & DIGITAL INTELLIGENCE FROM IWOM
Listen Know Participate
IWOM INTELLIGENCE
Product Feedback Brand Reputation New Media Intelligence Marketing Ideation
• Trend analysis of
brand, competitor and
product related
discussion
• Consumer insight and
attribute analysis for
product positioning or
re-positioning and
product development
• Analysis of current
brand equity online
for brand positioning
• Competitor analysis
for product
development and/ or
marketing initiatives
Category Overview Report for Mobile Industry 7
8. SOURCE OF IWOM AROUND MOBILE PHONE CATEGORY
New Product Sharing is one of the hottest type of online buzz
Summary:
Nokia’s 5900XM’s news ignited netizens’ passion of discussion, among
which configuration was one of the hottest topics. They also shared their
opinions via commenting on each other’s views.
Sample Quote:
Subject:
诺基亚下一代全屏触控智能机5900XM曝光
Nokia’s next generation touch screen smartphone, 5900XM latest news. (link)
(replies: 104; page view: 6489)
Reply:
CPU一样,不过屏幕大了些,和iphone一样,摄像头也升级了
The same cpu but the screen is bigger, just like iphone, and camera is also
upgraded.
Reply:
又是国外的PS高手产品
It’s just another photoshoped picture by some foreign designers. (link) (replies: 13;
page view: 998)
Reply:
5800屏幕太细长小气,这个屏幕还比较规范,出来了,我也换一个
5800’s screen is too slim, it seems 5900’s is better and I will buy one if it rleased.
Reply:
主频为369MHz太低了,这种怎么也得500MHz以上,最好达到1G。
CPU is just only 369MHz, too low, and I think it should be 500MHz, 1GHz is better.
Category Overview Report for Mobile Industry 8
9. PRODUCT DISCUSSION ANALYSIS – NOKIA 6233
Theme, music and color are the most talked attributes
Unit: Post Sample Color Quote:
Appliation: 2,814 也基本没有了,黑色也很少了。楼主出手太迟了 (link)
Now, the black one is also hard to buy. It’s really later
3 for the poster to buy 6233 now.
Video: 2,547 Color: 3,315
Sample Music Quote:
6233外放音乐效果真是太厉害了 (link)
1 6233’s outspeaker has very good effect on playing
Theme: 10,995 Music: 3,440 music.
2
Screen Sample Theme Quote:
Parameter: 2,982
Nokia6233同系列(70,80等)的主题:无需安装,放
卡里或手机里直接应用即可。 (link)
Nokia 6233 themes: No need to install, just put them
Summary: into your card or mobile and then it works.
Theme is a common topic for personalization among
online talk. Besides, consumers think 6233 is a good
music phone and they prefer the white one more to
the black one, which could be the selling points for
brands to communicate further with consumers.
Category Overview Report for Mobile Industry 9
10. CONSUMER INSIGHT & DIGITAL INTELLIGENCE FROM IWOM
Listen Know Participate
IWOM INTELLIGENCE
Product Feedback Brand Reputation New Media Intelligence Marketing Ideation
• IWOM performance
tracking and
evaluation
• On-going tracking for
crisis issues or
campaign ideas
• Timely tracking for
crisis issues
• Online crises analysis
to understand impact
of crisis on brand
reputation and
consumer perception
Category Overview Report for Mobile Industry 10
11. MOBILE PHONE BRAND IWOM HEALTH CHECK
Overall, Nokia was a healthy mobile phone brand with high buzz volume and net
sentiment rate (NSR) in 2008
NSR Main Brand IWOM Health Landscape
Motorola SonyEricsson Samsung Dopod Nokia
1.1
1.0
0.9
0.8
0.7
0.6
0.5
0.4
0.3
*Unit:
0.2 X Axis: Number of Post
Y Axis: Net Sentiment Rate
0.1
Z Axis: Number of Poster
0.0
0 50,000 100,000 150,000 200,000 250,000
*Note: hollow ball refers to 1st half year and solid ball refers to 2nd half year Buzz Volume
Category Overview Report for Mobile Industry 11
12. CRISIS CASE STUDY: MOBILE PHONE BATTERY EXPLOSION
Battery explosion become a marked crisis in 2008, while most consumers feel
surprised and blame the brand right after the crisis happened
Sample Quote: Summary:
Subject: During 2008, buzz about Nokia mobile battery might
港行的BP-6M电池发胀随时会爆炸 (link) (replies: explode were widely spread in BBS. Most consumers feel
29; page view: 2,786) surprised when hearing such news and blamed Nokia.
BP-6M battery HK edition might explode.
Reply:
诺基亚竟然不管? 那个全国联保还有什么用,不 CIC View:
是忽悠人吗 Brand should consider to monitor these crisis to sense
Nokia isn’t responsible for it? Then the warranty is the consumers feedback at the very beginning, so as to
useless, it’s deception. react timely.
Reshape
IWOMTM
Influence
Mainstream Media
Shape
Category Overview Report for Mobile Industry 12
13. CONSUMER INSIGHT & DIGITAL INTELLIGENCE FROM IWOM
Listen Know Participate
IWOM INTELLIGENCE
Product Feedback Brand Reputation New Media Intelligence Marketing Ideation
• E-community analysis
for marketing and
engagement
initiatives
• Efluencer
identification and
insights and tactics
for engagement
• IWOM performance
analysis
Category Overview Report for Mobile Industry 13
14. E-COMMUNITY ANALYSIS - IT168 (I)
IT 168 is one of the hottest e-community for mobile phone with huge number of
netizens (CRP). Check out other CIC indexes as below
Community
CRP = 217,027
Participation
CR (Community Register Poster) is one of
the online Community interaction
indexes, measured by the average
register poster/month of this community.
Sample Quote:
Community PR = 6.9 IT168诺基亚论坛N95专区新手指南
Passion New guys guide of N95 sub-forum in it168 BBS. (link)
PR (Posting Rate) is one of the online
Community passion indexes, measured by
the average posting number per poster.
Community TCF = 0.5
Creativity
TCF is one of the online Community
creativity indexes, measured by the ratio
of new topics.
Community CPR = 15.9 Summary:
Interactivity It168 BBS has detail rules and guide for the new comers.
CPR (Conversation Participation Rate) is
one of the online Community interaction Forum administrators give scores to the poster in order to
indexes, measured by the average post inspire netizens post more original posts to make the BBS
number per conversation. hotter and hotter.
Category Overview Report for Mobile Industry 14
15. SOCIAL NETWORK ANALYSIS BASICS
For a E-community, netizens relationships can be mapped via the interation
activities among the members.
SNA Map of nokia.it168.com in 2008
(TOP20 Efluencer: Red Nodes)
*Each node represents an registered id in BBS (node size related to the number of netizens followed his/her conversations)
*Follow: We say one follow takes place when netizen A join some other netizens conversation by replying.
Multiple replying posts from A to the same topic post will be counted as the same one follow.
Multiple replying posts from A to different topic posts of another netizen will be counted as multiple follows.
The number of the follows equaling those topics, disregarding the number of replying posts.
Category Overview Report for Mobile Industry 15
16. CONSUMER INSIGHT & DIGITAL INTELLIGENCE FROM IWOM
Listen Know Participate
IWOM INTELLIGENCE
Product Feedback Brand Reputation New Media Intelligence Marketing Ideation
• Net culture analyses
for marketing
inspiration, and
consumer insight and
understanding
• Pre-campaign study
and competitor
campaign for tactics
and media planning
• Campaign tracking
• Campaign analysis
• Post-campaign study
Category Overview Report for Mobile Industry 16
17. UNIQUE NETIZEN LANGUAGE IN CHINA
The existence of online culture is represented by a unique lexicon
Common Net Language Mobile Phone Net Language
•Mamba
•摩托骡拉
•555
•打酱油 •JS •兽
•818
•Yao •砳 •诺记
•小三
•诺机
•大神
•VS
Sample Explanations Sample Explanations
雷 (Lei):to shock somebody E兔:Motorola ROKR E2’s nickname
宅男/宅女 (Zhainan/Zhainv): people who prefer 机油:The netizen who use the same brand’s
to stay at home mobile as the poster
Data source: CIC Mobile Phone Practice, 2007 Q1
Category Overview Report for Mobile Industry 17
18. NETIZENS’ PASSION TOWARDS MOBILE PHONE
Mobile Phone fans are creative and good at on leveraging brand assets to
recreate original content
Recreating content among brand fans
Original Moto Slogan Recreated Slogans
摩托再好也要骡拉 Slogan recreating 即使摩托可以骡拉,到
头来还要挪鸡鸭
Motorola’s official Nokia fans said Nokia is better.
slogan, Moto need Rola.
iPhone 3G Design “Next Generation” iPhone Design
Design recreating
Transformers Movie Recreated Videos
TVC recreating
Link
Category Overview Report for Mobile Industry 18
20. 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 Mobile Industry 20
21. IWOM RESEARCH METHODOLOGY: DATA COLLECTION
Mobile Phone Report
Industry Analysis FIXED FORUM
Empowered by CIC self-
developed patent BBS
message Spider/Robot
CIC Mobile Phone Industry Practice
Fixed Research Data Panel
Industry
Practice
CIC Mobile Phone Data Panel Database
Collect average 7 million messages every
Mobile Phone
month from CIC selected and fixed BBS related IWOM
forums related to Baby Care and Mobile
Phone industry practice.
Category Overview Report for Mobile Industry 21
22. 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 Mobile Industry 22
24. FULL CONTENT FOR MOBILE PHONE CATEGORY OVERVIEW REPORT (1)
Introduction of Category Overview
• Report Description: A comprehensive overview of the Mainland China Mobile Phone IWOM environment which includes
“how much Mobile Phone 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: 11,404,911 BBS (online message board) messages generated by 969,861 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 Mobile Phone 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)
Category Overview Report for Mobile Industry 24
25. FULL CONTENT FOR MOBILE PHONE CATEGORY OVERVIEW REPORT (2)
Part III: Consumer Insight from Product Talk
• IWOM Dynamics of Product Discussion
Buzz volume of key attributes (i.e. origin, marketing approach, formula)
Qualitative analysis of key attributes to provide in-depth understanding
Buzz volume of key sub-attributes (i.e. origin’s sub-attributes are imported milk powder and exported milk powder)
Buzz volume of brand related key sub-attributes
• Consumer Insights from Interesting Topics (i.e. emerged purchase channels and substitutes for Mobile Phone after “Sanlu”
Crisis, etc.)
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 Mobile Phone Category
Hot net language in Internet
Hot keywords within Mobile Phone talk
Hot conversations within parenting communities
• Campaigns and Inspiration
Creative ideas from netizens
Successful campaign case study
Category Overview Report for Mobile Industry 25
26. HOW CIC CAN HELP ON SOCIAL MARKETING IN CHINA
• Market evaluation: evaluate the IWOM performance of Mobile Phone brands and
other various brands (buzz volume and sentiment)
• Competitive intelligence: understand how key competitors’ performance and
marketing activities in social media
• Consumer insight: find out netizens’ needs and feedback on various Mobile Phone
products
• PR management: understand netizens’ feedback on potential/ current crisis and
enable the brand learn quickly with the help of CIC experience on crisis management
• Media buy: tell the brands where it could launch its social media advertisement
• Online campaign tracking and evaluation
Category Overview Report for Mobile Industry 26
27. Contact us:
Production: CIC Mobile Phone Team
Time Period: 2008 Jan-Dec
CIC Contact: Ouris Gao (ouris.gao@cicdata.com)
Read more:
Sample Case: http://www.seeisee.com/index.php/2009/08/24/p1473
28. OUR BLOGS:
www.seeisee.com (Chinese)
www.seeisee.com/sam (English)
Thank You
OUR WEBSITE:
www.ciccorporate.comm
www.iwommaster.com
CONTACT US:
info@cicdata.com
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.
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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。