IWOM Watch 2nd Half Year Review 2007 (English)

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CIC presents key highlights from their IWOM watch reports issued during July-December 2007. The highlights are organized around themes of brands integrating online culture into campaigns, tapping into mass consumers online, consumers taking ownership of brands' online images both with and without brand help, and examples of brands listening to and reacting to online suggestions from netizens. The document provides an overview of Chinese IWOM trends during the second half of 2007 from CIC, an IWOM research and consulting firm.

Business Technology

IWOM watch Half Year Review
- An Overview of Chinese IWOM trends from July-December, 2007

Report Period: July – December, 2007
CIC Contact: info@cicdata.com

IWOM Watch 2nd Half Year Review 2007 (English)

The rapid development of the industry in China has established ‘travel’ as an import indication of lifestyle, and as such, one of the hottest topics on mainstream social media. So naturally, social media is playing an increasingly important role in the way we access travel information and share experience. And so, CIC and GroupM Knowledge collaborate once again to develop an industry watch of the travel category in China. This IWOM Watch will analyze the latest social content to provide a view of the consumers, culture and community that make up the travel category. Looking ahead, this special edition of IWOM Watch will form part of a 2012 Travel Whitepaper, which will be released in the second half of the year. This edition sets the foundation, serving as a source of reference for brands’ seeking to create effective marketing strategy.

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