IWOM Watch Compilation 2012

IWOM WATCH

网论观察
2012

IWOM WATCH COMPILATION 2012
© 2011WATCH
IWOM CIC
© 2012 CIC IWOM WATCH COMPILATION 2012 IWOM WATCH

EXECUTIVE SUMMARY IWOM WATCH

the Social Business spotlight
Progression is the only constant in China’s digital ecosystem and since 2006, CIC have maintained our position at the prow of
this relentless forge forwards with monthly installments of IWOM Watch. Much has been said, predominantly but not
exclusively by we CICers, about the unmatched dynamism and diversity of the digital and social landscape of the Middle
Kingdom. It’s really put into perspective at this time of year though, as we compile the IWOM Watch greatest hits for our
annual compilation.

2012 was certainly no exception, as the technologies, techniques and tastes of China’s digital consumer evolved to increasingly
blur the boundaries between “online” and “offline”, and further propel social media towards social business. Naturally, it was
another big year for CIC too; we’re now proud to be a Kantar Media company, having been welcomed into the wider WPP
family, and concluded our “From Social Media to Social Business” white paper series.

In last year’s compilation, the social business spotlight was shone squarely on the microblog medium. However, whereas that
was underscored by the excitement and opportunity of a powerful platform in its adolescence, 2012 witnessed its relentless
march towards maturity. This is actually reflected in the landmark white papers that have punctuated the past year; “Crisis
Management in the Microblog Era”, which is now an annual collaboration between CIC and Ogilvy PR, and in partnership with
Sina, an exploration of “Enterprise Weibo”.

If we gave an award for best newcomer though, it would undoubtedly go to Tencent’s WeChat. The mobile based social
network is enjoying amazing growth, typifying online/offline boundary blurring and reflecting the way consumers interact in
an evolving communication ecosystem. 2012 offered countless exciting engagement examples that give marketers every
reason to be excited by the opportunities presented by this rich environment. As ever, CIC are on hand to help you listen,
know and participate.
© IWOM WATCH
2012 CIC IWOM WATCH COMPILATION 2012

CONTENTS IWOM WATCH

NET CULTURE WECHAT DEVELOPMENT
PAGE. 6-7 PAGE. 24
Batman Vs Spiderman Tencent Developments
“Gao Shuai Fu (高帅富*)” Vs “Diao Si (屌丝*)”
PAGE. 25
PAGE. 8-9 WeChat Developments
All About Obama
PAGE.26-28
PAGE. 10-11 Tencent’s “WeChat” – The Rise and Rise of a Private
CCTV Steps into Social Media Social Network

PAGE. 29-31
LBS & O2O Tencent’s “WeChat” A Top Tool For O2O
PAGE. 13-14
Buick Encore’s “City Hide and Seek”
WEIBO DEVELOPMENT
PAGE. 15-17 PAGE. 33-34
Expanding On O2O Sina Weibo Enterprise 2.0: A New Dimension in Weibo
Marketing
VIRAL VIDEO
PAGE. 19-20 PAGE. 35-36
Youku and Tudou Merger What Weibo Tags Say About Me

PAGE. 21-22
The Micro-Movie Effect
© IWOM WATCH

CONTENTS IWOM WATCH

CRISIS SOCIAL MARKETING
PAGE. 38-39 PAGE. 50-51
Positivity After A Crisis “Gamification” Marketing

PAGE. 52-53
E-COMMERCE Doomsday Marketing
PAGE. 41-42
eCommerce and Customer Care PAGE. 54-55
Crowd Sourcing Creativity and an Enterprising Spirit
PAGE. 43
eCommerce Development in the Last Year INTEGRATED MARKETING
PAGE. 57-58
PAGE.44
eTao’s Comparison Feature and Brand Cooperation Netizen Response to Product Placement

PAGE. 59-60
TECHNOLOGY Effectively Combining Online and Offline Engagement
PAGE. 46-47 PAGE. 61-62
From SoLoMo to HyLoMo The Voice of China:
Digital Engagement for Traditional Television
PAGE. 48
Renren Update Mobile App - Introducing Public Pages

© IWOM WATCH

PAGE. 6-7
Batman Vs Spiderman
“Gao Shuai Fu (高帅富*)” Vs “Diao Si (屌丝*)”

NET CULTURE PAGE. 8-9
All About Obama

PAGE. 10-11
CCTV Steps into Social Media

Back To Main Menu

Batman Vs Spiderman. “Gao Shuai Fu (高帅富*)” Vs “Diao Si (屌丝*)”
Netizens Combine Current Trends with Established Net Culture

据说观众都反馈同时上映的蝙蝠侠好看，蜘蛛侠坑爹。
都说了，一个高帅富一个屌丝，差距立显。。。Link
The audience thought Batman was better, Spiderman just
wasn’t as good… just like the gap between rich, handsome
men and losers.

强烈建议先看蝙蝠侠再看蜘蛛侠! 这样才能深刻的感受
到蜘蛛侠面对高帅富的蝙蝠侠时如此完美地演绎了吊丝
的逆袭. 尤其看到蜘蛛侠一针一线地缝装备时, 我的眼泪
都快要掉下来了. Link Recommend you watch “Batman”
first, then “Spiderman”! Only in that way can you feel the
perfect counterattack from “Spiderman”, the “Diao Si”, to
“Batman”. It was really touching to watch Spiderman
sewing his own uniform.
It costs It costs
$682,450,750 $215 to be 由于钢铁侠打不过绿巨人, 同理可证, 蝙蝠侠打不过蜘蛛
侠, 变异的屌丝男必胜高富帅 Link Since Ironman can’t
to be Batman Spiderman beat Hulk, similarly, “Batman” must lose in fighting with
“Spiderman”. The DiaoSi must prevail over “Gao Shuai Fu”.

Summary
With the near simultaneous release of “Batman - The Dark Knight Rises” and “The Amazing Spiderman”, netizens were naturally drawn to compare the movies. In
doing so, they found an easy comparison, well established in China’s net culture; Batman is a “Gao Shuai Fu (高帅富)”, which means tall, handsome and rich,
particularly in reference to a recent meme that set out the cost of his equipment. Spiderman though, is a typical “Diao Si (屌丝)” – ordinary and poor, but full of
ambition. Spoofing, which is a convention of Chinese youth’s online behavior, allows netizens to appropriate the latest trends and this comparison between Batman
and Spiderman generated substantial interest.
Note*: “Gao Shuai Fu (高帅富)” means tall, rich, and handsome. “Diao Si (屌丝)” is a nickname originating on “Li Yi Ba (李毅吧)”, a forum in Baidu Tieba, which is used to describe
guys who are ordinary, poor, or unsuccessful, but still passionate, ambitious and dignified in defeat. Each concept is established in China’s net culture.
(Please click here to view more detailed information about “Diao Si”)
IWOM WATCH IWOM WATCH COMPILATION 2012 6

Batman Vs Spiderman. “Gao Shuai Fu (高帅富*)” Vs “Diao Si (屌丝*)”
Netizens Combine Current Trends with Established Net Culture

The Definition of “Diao Si”: Guys who are ugly, short and poor. They were born into ordinary families and although
they work hard, the odds are that their futures will be decidedly unspectacular. They mean nothing to their
favorite girls. Even so, Diao Si still have a romantic outlook and passion for life. Always the underdog. Link

Diao Si in the Eyes of Gao Shuai Fu Diao Si in the Eyes of the General Public Diao Si in the Eyes of Diao Si

 Short, ugly and poor  Ordinary  Humorous
 Envy the rich and handsome  Not hard-working  Young and cynical
 Under qualified  Take things as they are  Self-made
 Jokers  Speak more than they act  Possess an inner strength

CIC View
Although Batman is widely considered to be the better film, the negative cultural association of “Fu Er Dai (富二代)” (second generation
of rich) means the “Diao Si” are always close to netizens’ hearts. Netizens want the underdog to triumph over the privileged.
The movies are hot, and released so close to Valentine’s Day, they’re popular date movies. They also feature apparitional figures for
young men. These factors combined to create a topic of greater cultural resonance than the movies themselves.


All About Obama
What Do Chinese Netizens See In Obama?

Netizen Opinion Obama’s PR Image Netizen Spoofing
Obama’s second term is not only being seen as a “Obama Style” <Link>
personal victory, but a victory for the people of
•Retweets：39,513
the United States. Forty years ago in America, •Comments：3,517
black people suffered various indignities and
tensions between the races ran high. But today, Obama Skateboarding <Link>
a black man has become President and won re- •Retweets：14,580
election, it’s great progress of a nation and •Comments：978
national consciousness. It’s not that America
never makes mistakes, but she learns quickly Obama’s Pouty Photo <Link>
after making them. Link •Retweets：401
•Comments：115

To Chinese netizens, Obama’s was a symbol of Obama’s sense of humor has most endeared him to
grassroots victory, of freedom and fair Amiable, smart, funny… and cute. Chinese netizens, resonating with their taste for
competition. creativity, contrast and approachability.

CIC view
Obama’s victory in the 2008 presidential election was regarded a symbol of youthful, grassroots’ success. However, rather than discussion of
Democratic versus Republican party politics, Obama’s image was by far the most popular element in China’s online conversation. However,
despite being seen as an idol of America’s young generation, the electoral campaign went beyond his personal politics, to an embodiment of
China’s perception of the Americans’ dream. So, the election is an interesting balance between star power and wider ideology.
The use of humor is an engaging juxtaposition with someone at the pinnacle of world politics; a juxtaposition that’s particularly pertinent to a
Chinese audience. However, humor has been a recurring feature of Obama’s campaign engagement, seen to be integral in shortening the
distance between himself and America’s voting public. The Obama brand is largely based on this approachability and many brands have been
built in China in exactly the same way. Chinese net culture is well practiced with this type of engagement, embracing an opportunity to exercise
creativity in reimagining and amplifying marketing message. Brands in China, as ever, were quick to capitalize.

All About Obama
Brands Build On Election Buzz to Maximize Marketing Impact

Durex Link Obama Wins MINI China Link Cadillac Link

2012.11.7 12:24 2012.11.7 13:00 2012.11.7 14:19 2012.11.7 14:41
• Durex are renowned for real-time, witty • Mini’s success was most impressive • Cadillac is firmly established as a
appropriation of current trends via their These brands leveraged the in its simplicity; tactfully leveraging leader in the luxury car market and
official Sina Weibo account. election to create topics that snapshots that inextricably link their an expression of the American spirit
were timely, fitting and effective. brand to Obama and the feel-good
• Durex leveraging the pictures of the wives to overseas.
In essence, it was the simplicity aura around him. • Cadillac leveraged their physical and
illustrate the “Difference between Obama of message and mechanism, • This clarity of expression is also a psychological proximity to Obama
and Romney” with a cheeky irreverence in- while cleverly marrying brand recognizable feature of Mini’s and the Presidency in promotion of
keeping with the brand’s persona in the cultures, that set these apart as personality. these core brand values.
Chinese market. excellent examples of reactive • Retweets: 43; Comments: 14 • Retweets: 32,496; Comments:
social media marketing.
• Retweets: 61,687; Comments: 17,134 3,213
9
IWOM WATCH IWOM WATCH COMPILATION 2012

CCTV’s Increased Interaction with Netizens

CCTV Anchors Interact with Netizens Via “Micro-Interviews”(微访 Netizen Spoofing
谈) Netizens add dialogue to anchors’ pictures, suggesting they feel more
accessible and approachable to viewers. Link

向 @央视新闻提问: 请问《新闻联播》结束之后，你们会说些什么？经常看见你们会互相交
谈 Link Could you let me know what you talk about at the end of CCTV news？It seems to
me that you often chat to each other.

CCTV: 郎永淳：今天没播错，终于可以不紧张了…… Link Lang Yong Chun: I didn’t make a
mistake today. What a relief, I can relax now..
Netizen Replied: 诶呀读错一个字扣好多钱··
·
Ah, so you’ll be fined if you make mistakes in the broadcast.

CCTV: 你猜，你继续猜，肯定不会说待会到哪儿吃饭 Link You guessed, you can keep
guessing, but it’s definitely not “where will we have dinner later”
Netizen Replied: 央视也卖萌，哈哈
CCTV also acts cute, haha

Summary
As the official TV network of China, CCTV’s standing and sheer scale traditionally kept their audience at a distance. One of the symptoms of this
disassociation was a sense of mystery about what went on behind the scenes. When CCTV first opened its Sina Weibo account, the content did
little to redress this distance, simply tweeting links to CCTV News videos and generating little engagement.
However, the network has recently started drawing on social media as a source for news stories and public opinion, leveraging social platforms
to actively engage with netizens. As new generations of Chinese media consumers elect to do so on their own terms, traditional media has to
adapt to survive. CCTV’s decision to embrace social as a resource and reporting medium suggests a step towards their audience.


CCTV’s Engagement via Sina Weibo

Encourage Netizen Voting on Sina Weibo Turn Netizens into CCTV News Contributors
Which anchor would you prefer to appear on CCTV’s 2013 wall CCTV’s annual special, “Move Through 2012” offers netizens a chance for their best tweets
calendar? Link about CCTV’s 12 hottest topics to be broadcast on CCTV News. Link

CIC view
So far, netizens have viewed CCTV’s increasingly approachable repositioning as a success. By engaging more with grass-root level netizens, CCTV
are effectively aligning themselves with a new, young audience who barely watch TV but are net savvy and essentially, better informed than the
core CCTV audience that precedes them.

CCTV, and other traditional media outlets, no longer the enjoy the aura of credibility inherent to their official standing as a resource for news and
current events. Faced with the increasingly fast moving and peer populated information highway that is social media, netizens simply have faster
access to more relevant news than the official channels themselves. In the race for breaking news, CCTV proves if you can’t beat them, join them.

PAGE. 13-14
LBS & O2O PAGE. 15-17
Expanding On O2O

Back To Main Menu

LBS and QR Integration

Launch a fun, interactive app to attract
netizens’ attention; encourage the young,
tech savvy drivers who are at the core of
your target consumer group to try it and
embrace the concept of exploration.

Seek the Use Camera
Buick launched a new, fun mobile game app, Download the
Virtual Encore to Virtually
based on hide and seek of the ENCORE. Users App.
on the Map. Spot It.
start their journey by “seeking” a hidden Encore
in the city map, then using the camera and Hide it When it’s
When you
augmented reality to spot it. Those who can see it, touch within 3 found,
hide the car for the longest in one day go on the the screen. minutes. Game Over.
record board and the final champion wins the
right to drive a new Encore for 2 years.
Clear instructions to join in the game.
Campaign on Weibo, Video on Youku.

Summary
Buick seemingly referenced and learned from a successful Mini promotion in Sweden, which also leveraged an LBS feature, incorporated
augmented reality, and aroused netizens’ interest with the promise of exploration and incentive. As a part of the Encore launch
campaign in China, Buick created a similar game was launched to their target audience’s attention; young, urban white-collars, inspired
by the thought of exploration, engaged by creative use of technology, and eager to show off their own sense of style. Naturally, free use
of a new car for 2 months also proved to be an attractive incentive.

Maintained Interaction, Sustained Engagement

Buick launched this campaign via their official Weibo account, The game even attracted audience from other cities.Link
which was mainly to introduce the campaign rules and 今天长途跋涉两个多小时，宁波奔去杭州玩了#ENCORE全城大搜
regulations, but also kept continuously updating the game 藏#，天气木牢牢好游戏捏个刺激~虽然成绩不是很理想，但还是玩
的很尽兴.下一站到阿拉宁波哉，全力以赴再接再厉！！！！赢辆免
progress and managing interaction with the players in real-time. 费的昂科拉开开,吼吼吼吼,想要免费昂科拉的,抓紧时间跟偶来

Via cooperation with Youku, The game was really challenging - but exciting! Link
Buick continued to upload “live 这是昨天#ENCORE全城大搜藏#杭州站刚开始22分
钟之后的截图！看到屏幕上的那些小点点了么！
show” videos, which broadcast
一个点就代表一个玩家啊！逆天了！我本来还以
the most interesting game 为凭我的速度和我的智慧一定能轻松拿到最终大
reports. Link 奖呢！现在看来我要好好制定一下战术了……

CIC View
At the core of this campaign was a desire to attract an audience of young, technically engaged and theoretically adventurous, potential
consumers to participate in an amazing journey of interaction with the Encore and the Buick brand overall. The “live show” videos were
effective in evoking netizens’ emotional and competitive engagement, chiefly attracted by the interesting content. This was the overall
technique of the campaign; attracting potential consumers to try, to explore, and to be converted by their experience. This was echoed by
the prize; a two month trial.

Expanding On O2O
7 Means of O2O Engagement

“Online to Offline”, or O2O, is an engagement philosophy designed to connect online and offline services in a way that better reflects
consumers’ lifestyle and commercial behavior, as presented and progressed by the ongoing developments in mobile connectivity.

Buding Hotel Dianping Lashou Yidao Huodonghu Ducheme Shopplay
i

Sharing; Display;
Online: Reserve Payment Engagement Gathering Location
Comments; Coupon Point
+ + + + + + +
Offline: Service Experience Execute Execute Activities Transformation Transformation

O2O aims to deliver an improved service experience, meeting the varying demands of different types of consumer,
with the fundamental principles of ease of engagement, incentive and execution paramount to each O2O platform.

Expanding On O2O
Different Users Demand a Different O2O Experience

Creating different experiences for different users, tailored to their desired bridge of online and offline experience.

Since WeChat launched their membership card, O2O
High
has been growing increasingly hot as a topic of
conversation between enterprise and advertisers.

Consumers stress online experience and offline
Gathering Display;
Reserve Sharing; consumption but seldom are the dividing lines so
Point
Comment;
Offline Coupon
clearly differentiated in such a digital savvy
environment.
Location
Business implications of O2O seek not only to satisfy
the offline consumer’s experience, but also maintain
Engagement
and magnify this experience via online channels, in
Payment
order to promote preferential prices, enjoyable
Low
Online High experiences and supportive customer service.

In effect, consumption in the digital era cannot be
 The horizontal axis shows the level of consumer online social activity; considered a solely Online or Offline experience.
 The vertical axis shows the level of offline business promotion.

Summary:

As a bridge connecting of online and offline service, O2O also implicates the amplifying potential of social media channels. The
characteristics of these O2O platforms, which are essentially based on social principles, overlap significantly with the user
characteristics of social media platforms.


Expanding On O2O
Ensuring Interaction with 020

Shopplay shows how to turn online browsers into offline consumers.
Technology: Accurate Audio Positioning Technology

• Auto-LBS (auto check-in whenever the shopper walks through the door, earns the shopper “Peas”,
which are a unit of currency specific to Shopplay, like a Q coin)
• Comments (clear product display and integrated consumer comments/sharing)
• Point (clicking shop info, signing in and scanning a QR code can earn Peas, which can be
exchanged for gifts or discounts)

Value for Business:
• To attract consumers into your physical store location, where the atmosphere and salespeople can
impact purchase decision.
• To provide more opportunity for communication / recommendation, improving LBR and optimizing
the customer’s emotional relationship.
• To provide a specialized promotions pattern marketing tool for business, transforming consumers’
advertising acceptation from passive to initiative. Enhance the effect of promotion via product
information and detailed experience, improving customer transaction rate.
• To establish a lower cost marketing method, which meets the different needs of different shoppers at
different phases of the consumer journey, facilitating flexible reward systems.
• To improve frequency of the connection between shop and consumer, enhancing the brand impression,
heightening loyalty and repeat custom rate.

CIC View：
Combine online and offline service to reduce customer turn-over rates, an evaluation index for marketing efficacy, via an holistic
approach to engagement strategy that embraces updated technologies and more importantly, responds quickly to consumers’
uptake of this updated technology.

PAGE. 19-20
Youku and Tudou Merger
VIRAL VIDEO PAGE. 21-22

Back To Main Menu

Netizen Created Content – The “YouTudo” Model

The news of Youku and Tudou’s Netizens made fun the news, creating the
merger shook the market. YouTudo Model in social media. Sample Quote:

优酷深情的看了土豆一眼，于
是，我们又相信爱情了[link]
Youku looked at Tudou soulfully,
and we believe in love again.

优酷土豆合并了。新浪看了一
眼腾讯，360看了一眼QQ，苹
果看了一眼安卓，蒙牛看了一
眼伊利，方舟子看了一眼罗永
浩，韩寒看了一眼郭敬明，……
欢迎接龙[link]
Youku and Tudou merged, so
that Sina took a look at Tencent,
360 glanced QQ, apple …
solitaire welcome.

Summary
In March 2012, video sharing websites Youku and Tudou announced a merger, causing tremors throughout the market. It was pretty hard
to believe that these two embattled enemies could actually be partners. Netizens took to weibo to creatively express sentiments around
the central premise, “Youku and Tudou are married, nothing is impossible”. Netizens developed the “YouTudo Model”, which became
quite popular across China’s social networks.


Impact on the Market

According to EnfoDesk, Youku and Tudou were the top
two in online video advertising in the last quarter. Their
market shares are up to 21.8% and 13.7% respectively; Reduced content costs
the merger will take them to more than a third share of Enriched content
the domestic video market. resource, UGC added
value
Youku
Increased user base
(although there is an
Leading overlap)
Video YouTudou
Market
Share

Tudou Potential for package
media solutions for
agencies and advertisers

CIC View
This merger is a must under the current circumstances of industry consolidation, as both were anxiously seeking a solution for the
escalating competition. It is believed that this move will increase market concentration, but we’re still some way from a monopoly.
YouTudou will share both user and video content, so the cost of content and bandwidth will be reduced.

Advertisers will be eager to see if YouTudou will provide package media solutions that reduce the overall CPM across two sites.


Developing a Micro-Movie

Rise of the Micro-Movie Micro-Movie Features and Advantages
The micro-movie is one of Spread – Micro-movies can be broadly and efficiently
delivered via interactive new media.
the latest marketing
mechanisms in new media. Cost – Micro-movies cost less in production,
Generally, the most publication and transmission than conventional TVCs.
successful combine humor Period – Micro-movies have a short production period
with fashionable, trendy and condensed story arc.
topics. Content – Micro-movies can offer a vivid and engaging
medium for a brand’s story-telling.

Micro-Movie Marketing in Social Media

Everyone could make a JianLiBao tried to Casarte crowdsourced
micro-movie in the early leverage netizens’ a micro-movie script
stages, and few advertisers interest in micro-movies from Douban.com, with
were actually taking to promote products via the help of a prize
advantage. As such, most placement. This approach incentive. Participants
micro-movies were solely was still pretty unique had creative freedom,
focused on creative content and added to the overall as long as Casarte’s
and audience appreciation. popularity of the micro- product featured. Link
Link movie. Link

Initial Show Ad Implantation Co-Creation


Micro-Movie Marketing

IBM Micro-Movie : PingXingXiangJiao / Joined Parallel Feature of the Case
1. IBM promoted its collaboration product via micro-movie
Summary placement, which impressively highlighted the features and
The story describes two colleagues clearing up advantages from different angles.
their misunderstanding through collaboration.
IBM implanted its solution software to improve
communication and collaboration between 2. IBM integrated its collaboration solution with the micro-
colleagues, allowing them to realize the movie story, which evoked the resonance with netizens.
importance of cooperation.
3. IBM involved its enterprise culture in the micro-movie,
Spread
effectively popularizing the brand image amongst netizens.
This micro-movie was first promoted via Weibo,
then transmitted to many other social
platforms; video websites like Youku and
4. The micro-movie generated interest in IBM’s offline social
Tudou; SNS websites like Kaixin, Renren and business forum - Business Gets Social, which was key to the
Douban. Engaged, entertained netizens were integrated promotion of IBM business collaboration.
active participants.

CIC View
1. Spread – Micro-movie success is inherently linked to new media development, facilitating netizen participation.
2. Creation – Micro-movies are a quick and cost effective way to generate and express new, creative ideas.
3. Content – The micro-movie is a stylish and interesting approach to presenting brand image and product features.
4. Feedback – The brand can glean deep understanding of consumer interests through their feedback, for more effective marketing.


PAGE. 24
Tencent Developments

PAGE. 25

WECHAT WeChat Developments

PAGE.26-28
DEVELOPMENT Tencent’s “WeChat” – The Rise and Rise of a Private
Social Network

PAGE. 29-31
Tencent’s “WeChat” A Top Tool For O2O

Back To Main Menu

Tencent Developments
QQ Circle and Other New Functions of Tencent

QQ Circle Q-Zone Timeline “The same day last year” New Chat Function

Tencent launched the new Q-zone function March 31, “PengYou” launch a new
“Timeline”, allowing users to record their
chat function, which was warmly
“past”, ”present” and ”future” Q-Zones
received. Tencent refute rumors that
lives in a “facebook-esque” timeline.
Clicking on any point of the timeline will let QQ Circle will replace “PengYou” with
you read the stories going on at the time. this function.

March 21, Tencent Experience Center
launch "QQ Circle". The function helps
users group their friends according to
their real life relationships. The number
next to each friend shows how many
mutual friends that you have. Users
can add friends directly, initiate a chat “The same day last year” recently launched
or play session, and view the each in Tencent Weibo. This function tells you
other’s personal information through what you were tweeting about on the
same day last year.
“QQ Circle”

Summary
Recently, the launch of “QQ Circle” initiated animated discussion by netizens; a search for “QQ Circle” in Sina Weibo returns 155,878 results. When
talking about the service, QQ Circle users often referred to the functions that help you to group your connections, find people who aren’t in your
immediate circle but know by association. “QQ Circle”, Tencent has also introduced a few other new functions, like Timeline, a new chat function and
a “same day last year” function.


WeChat Developments
WeChat Upgrades Attract Over a Million Users in 433 days

WeChat 1.0 WeChat 2.0 WeChat 3.0 WeChat 4.0

Sending and receiving Voice chatting Shake Photo and video exchange
Messages QQ mailing LBS My Album

Summary
Between January 2011 and April 2012, Tencent’s WeiXin, or “WeChat” in its English language interface, has undergone frequent upgrades to make
the communication platform more social. From text and voice messaging, to photos and multimedia messaging, to friend finding functions and social
network style profiles, WeChat is rapidly becoming China’s cross-demographic, closed group social network. By “closed” social network, we mean one
that limits profile access to friends and approved contacts. Renren has established itself as the dominant SNS platform in China, following the
Facebook model. However, with a user demographic that’s predominantly drawn from university campuses, the cross-demographic quality of
Facebook has not been effectively replicated in China. WeChat may be the platform to finally achieve this. This is being facilitated by upgrades that
augment natural communication. The “My Album” function for example, allows users to share their personal photos to their friends, rather than
broadcast to Weibo, who can then comment, like the popular smartphone application, “Path”. Central to WeChat though, and hugely significant to
the wider evolution of social media, is that this is a mobile social platform. Psychologically and physically affirming it’s primary function as a
communication aid and after all, isn’t that the defining characteristic of what we consider social?

Tencent’s “WeChat” – The Rise and Rise of a Private Social Network
From 0 – 200 Million Users

Summary
At the Internet Society of China’s 2012 China Internet Conference, which was held in September, Tencent’s Ma Huateng announced that
WeChat (Weixin 微信) had exceeded 200 million users. Initially launched in January 2011, alongside a host of other instant messaging
clones following in the footsteps of applications like Talkbox, WeChat was a pure mobile messaging application touting the potential to
replace SMS. Through various application upgrades, it’s starting to flex the muscles of its social networking functionality and has evolved
to challenge some of the most popular social networks in China.

10th May 2011 23rd April 2012
2.0 launched, adding 4.0 launched, with Open for brand applications.
voice messaging. upgrades that allow it to
be regarded a legitimate
3rd August 2011 mobile social networking
WeChat 1.0 LBS included. [Link]
WeChat 3.0 tool. [Link] But what’s next for Weixin?

26th January 2011 1st October 2011
WeChat 2.0 – 2.5 WeChat 4.0
Launched for iOS as a
simple instant
3.0 launched, users can
now shake to meet WeChat 5.0
messaging application. strangers and send random
messages “in a bottle”.


The Future and Commercial Application of WeChat

WeChat for 2013 Tencent has lined up more social features for WeChat in 2013. Potentially,
these features can be particularly significant in helping brands to expand WeChat and the Future of
[According to Tencent]
their social awareness through the mobile channel. Commercial Application

• Instant discount information
sent directly to users at
1 specific locations; LBS
marketing at its real-world best.
Multi-media content sharing
• Mobile key opinion leaders;
Blog posts, news articles and have local stars promote your
music shared amongst peers. 2 brand, in the right place, at the
right time.
3
Multi-media content sharing
4 • Fast consumer response unit;
Product Recommendations
Make these multi-media allowing brands to get
content delivery mechanisms Retweets personal with consumers in
Users can freely share product
more robust. real time, with the support of
information to friends and make
User generated content can push notifications delivering
targeted recommendations.
be retweeted from social content to mobile devices.
circle to social circle.

The big question is how much can brands rely on WeChat to market their
products via mobile, while maintaining consumers’ expected conversion rate?


Current Methods of WeChat Marketing

Current Applications
Existing Brand Marketing Examples Via WeChat. WeChat is evolving all the
According to marketing and planning representatives from Tencent, bespoke WeChat marketing products for time, so only time will tell
brands will start to emerge on the market in late fourth quarter this year. Currently, it’s all still at an early stage, of it’s marketing
where brands are left to open official accounts and attempt to engage with users organically. engagement efficacy, but
Some of the more social media savvy brand have already got their feet wet, and here are how they have so far the future looks promising.
promoted themselves through Weixin:

Case 1: Case 2:
Starbucks, Emoticons, Music and QR Codes China Merchants Bank Drift Bottle Messaging

Being a messaging application, WeChat offers a Each time a consumer picks up on of WeChat’s
wide range of emoticons, which are very handy “messages in a bottle” sent out by from China
when a brand want to be more casual and Merchants Bank, the bank makes a donation
personal with their consumers. Naturally to charity.
though, this has to suit the brand.
This is a new case where brands are uplifting
Starbucks encouraged consumers send them
their image through mobile channel,
emoticons expressing their mood at that
highlighting the implications of social media
moment. In return, they received a song that
engagement for corporate social responsibility.
captured that mood.

Whether or not this translated into selling cups In this case the brand is able to react to
of coffee, we don’t know yet. consumer actions in real time.


WeChat promotes the mobile membership card

How it works…
WeChat’s membership card: Then, follow the And get members’
Customer scan a QR steps to get the discounts while
Offers local discount code while in store. membership card… shopping.
coupons that consumers
can take advantage of
whether shopping in-store
or online

WeChat is connecting
brands with their
customers to form an
authentic, “acquaintance-
like” social network, with
the help of QR codes.

Summary:
In essence, the traditional membership card rewarded repeat custom with discounts that encouraged shoppers to come back to the store,
feeling they were part of an elite band of preferential consumers. In reality though, a membership card can be inconvenient to remember,
easy to lose and impersonal to use. Your phone though, is always with you and increasingly becoming a personal life tool, set up to serve as
a pocket sized personal assistant. Of course, the mobile phone is an eminently more suitable interface for “Online to Offline” engagement,
or O2O. Not only is it based in real-time experience and real-world impulse, it’s a tool for instant payment and social sharing of
consumption habits that can inspire your peers.


Advanced, API fuelled functionality

Several companies have already started using the new API ports to power some fairly advanced functionality...

Advanced Shopping Recommendations Location-based personalized services Cross-reference of brand’s CRM system

“Guang”- a public account guide that’s The "Ding Jiudian" ("Book Hotels") account
focused on social shopping, responds to allows users to send their current location Another up and coming example of this
user requests smartly with keyword data to the account through WeChat, for offline to online engagement is being
based text. which they’ll receive a detailed list of explored by Ping An Auto Insurance. It will
nearby hotel recommendations. allow users, those who are current clients
CASE: A user asks for
“Plants for the office”, of Ping An and therefore enrolled in their
so Guang suggests CRM system, to file auto insurance claims
suitable products. If directly through WeChat, incorporating
the user’s not satisfied location based data to record the site of
by this set of the accident, photo and video messaging
recommendations,
to record the details and extent of the
they click “dislike”,
and the system vehicle damage, and contact information
generates alternatives. of all those involved.

WeChat launched small-scale testing of “custom API function calls” for its public platform with a select group of partners.

These new API ports will be used to connect to companies' existing CRM systems, enabling businesses with public-facing accounts
(including media organizations, celebrities, small businesses and app developers) to use these ports to provide their users with an ever
more personalized set of services.


From Social Marketing to Social CRM

How can brands use WeChat to connect with their target audience?
Brands Target Audience
Communication
 Suited for service brands
Membership Card Brand Fans
 Cross-reference with existing CRM

 One-to-one interaction exclusivity and Engagement Potential Customers
real-time communication O2O
& Existing Customers
 Location-based services and marketing

 Precisely targeted, more efficient marketing Integration
API
and sales communication
Real Customers
 Integrated with existing CRM system to
enhance customer service and loyalty.

CIC View：
WeChat can provide a solution to both the challenge of maintaining a relationship with existing consumers and converting brand
fans to actual customers via a tailored strategy of communication, engagement and integration. Thus, it is not only a marketing
tool but a mechanism that offers improved efficacy in customer service via universal, 020 CRM. The new challenge is tailoring
relevant user experience to provide authentic, effective engagement that augments an existing CRM system.


PAGE. 33-34
WEIBO Sina Weibo Enterprise 2.0: A New Dimension in Weibo
Marketing

DEVELOPMENT PAGE. 35-36
What Weibo Tags Say About Me

Back To Main Menu

Sina Weibo Enterprise 2.0: A New Dimension in Weibo Marketing
New Additions to Customizable Display Ads

Right: BMW’s showcase weibo Enterprise 2.0
account with alternate visual We are familiar with Sina Weibo Enterprise accounts
display of BMW culture and created and maintained by brands as a communication
products. channel between themselves and their consumers.
Below: Audi’s dealer weibo These accounts are mostly communication tools that are
account with pricing of the occasionally used to deliver specific messages during
latest Audi models and links to promotional campaigns, special announcements and
full specs of these cars. occasionally, respond to PR crises.
These are examples of Now, with the new Enterprise 2.0 launching for all official
customized Enterprise Sina brand accounts, Sina Weibo is about to become even
Weibo accounts for auto. more functional.
Enterprise 2.0 is not just a minor face lift but an update
that is introducing a wide range of functionally
customizable tools at brands’ disposal to help them truly
engage their consumers more effectively.

Left: Tmall.com’s eCommerce
portal Weibo account.

Links to actual deals in Tmall.


Sina Weibo Enterprise 2.0: A New Dimension in Weibo Marketing
Supporting Data Services

Data Services CIC View
An effective Weibo brand account
needs performance tracking. With Sina Weibo Enterprise providing more and
With the new Enterprise 2.0, Sina more sophisticated services, here’s some steps to
is providing data to support more effective participation:
performance tracking.
1. A more thoroughly customized account
Included in the data package is management strategy.
traffic data segmented into new
and old visitors, normal and 2. Performance tracking for weibo promotions
active followers, etc. that does not solely rely on the default data
support, but deeper content analysis for a full
Exposure rate of contents in the understanding of your brand’s performance.
brand Weibo account (Below).
3. Fully leverage available customization options
to deliver the most effective message in an
authentic voice.

For more insight on the new Enterprise 2.0, please
download CIC’s latest Sina Weibo White Paper co-
released with Sina.


What Weibo Tags Say About Me
What are Weibo Tags?

Social Network Tags What Do Tags Do for Weibo Users?
Within a social network, tags are
useful for differentiating a
community based on shared
interests. Particularly in an open
social network, where peer group
may not reflect real-world
Hair Styling relationships, your connections
Enthusiast are based on the things you have
in common.
COMMON TAGS
Tags make it easy to expand your
Night Clubber social network based on the
Fashion Guy
interests and associations
netizens use to define themselves.

Summary
To put it simply, “Tags” are the labels that netizens add to their social networking profile to let other members of the community know what
they’re into. So, it’s fair to say this may be more aspirational than realistic, but essentially it’s the interests, activities, brands and
characteristics that you choose to represent yourself.
Space is limited, well the number of characters at your disposal are, so the attempting to sum up your “character” can be tricky. As Weibo is
an open social network (unlike a Renren or Facebook) and a broadcast medium, netizens are essentially looking to attract fans by association.


What Weibo Tags Say About Consumers
Implication of Weibo Tags for Social Business

Step 4.
Step 1. Finding Understanding
Related Tags Consumers’
Lifestyle

Step 2.
Collecting
Step 3.
Analyzing
Sugus Habits
Associated
Relevant Data
Tags Location Astrology
90S Personality
Otaku
Enthusiast
Celebrity
Movies &TV

Summary

Searching for netizens who have tagged their accounts with your brand name, associated category terms or related keywords allows you
to easily pick out your target consumers. Of course, it also allows advertisers to uncover potentially unknown relevancies and associations
in the eyes of their consumers. The more you know about their life style, the easier you can engage with them.


PAGE. 38-39
CRISIS Positivity After A Crisis

Back To Main Menu

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.

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.

PAGE. 41-42
eCommerce and Customer Care
E-COMMERCE PAGE. 43
eCommerce Development in the Last Year

PAGE.44
eTao’s Comparison Feature and Brand Cooperation

Back To Main Menu

Renren’s Rebate Service Reaps Rewards

Summary
Chinese social networking site Renren has recently collaborated with CHANet to launch an ecommerce platform that offers rebates on purchases
from www.renrenfl.com (still under building). Renren has so far partnered over 200 e-commerce sites, including e-commerce giants Vancl.com,
Newegg.com.cn, 360Buy.com and Mbaobao.com. Users can earn bonus points for shopping at partner sites and redeem them for Renren services
or cash coupons. Renren users can also use their accounts to log in to hundreds of e-commerce sites for an even more convenient, and social,
online shopping experience.


Renren’s Rebate Service Reaps Rewards

More Improved
potential SNS shopping
customers
Media experience

Spread of Bonus Redeem
discount Ecommerce
Monitoring points from Renren points &
Sites
information partner Users cash
sites coupons

Lower Information
costs Boost
Profit growth interactivity about
discounts

CIC View
Renren’s rebate service represents a landmark cooperation between SNS and e-commerce, which benefits both brands and consumers. By
establishing a new marketing model, Renren have taken a big step in monetization of social media and increased community and user stickiness.
Its ecommerce partners can use Renren’s platform to spread discount information and reach more potential customers. Users benefit from this
integration with an improved shopping experience, including redeeming points for Renren services, cash coupons and bonuses on partner sites.
Social media is imposing increasing influence on sales and all the while, developing a standard of measurement for social engagement efficacy.


eCommerce Development in the Last Year
Social Connection and Ecommerce

Social Sharing
•感觉杂了点
•希望别变成淘宝店长集中营[link]

Social Purchasing
•蘑菇街的东西好给力啊！！！！我还正愁着怎么在网上淘
Price Comparison
到特好看的东西呢！！！给力[link]

Social Purchasing Price Comparison
Social Sharing •一淘垂直比价太牛了，以后出差就方便了，刚与员工做好
交流，花了十分钟时间在一淘上搞定一家只花188元在上
海松江的四星豪华酒店[link]

Boom in “Pinterest” drives a connection between social and ecommerce.
Etao is far beyond this, it combined goods search and price comparison, making shopping more convenient.

CIC View
eCommerce is evolving to incorporate social sharing sites, like Huaban, to social purchasing sites, like Mogujie, then to price comparison websites
like Etao. The development of ecommerce hinges on making purchasing ever more convenient. The process of finding the right product has two
simple principles; suitable goods and a suitable price. Mogujie takes care of the first part and Etao looks after the second. If one ecommerce site
had these two features, it would be a breakthrough.


eTao’s Comparison Feature and Brand Cooperation
Brand Could Cooperate with eTao to Tackle Netizens’ Concerns

Positive: Cheap Price Negative: Fake Product

Sample Quote: Sample Quote:
自从有了一淘网, 再也不用担心东西买贵了, 至于一淘，因为实在太淘宝，重复多，质
买东西用一淘比价, 那里便宜去哪里.[link] I 量不咋地，满意少[link] As for eTao, it was
do not need to worry about high price products based on taobao.com, too many products
anymore, because I could use eTao price seem alike, low quality, and really hard to
comparison feature and buy any cheap satisfy customers.
products I want. Sample Quote:
Sample Quote: 一淘上怎么都是假货丫，还让不让人买了
其实一淘比价真的不错，可以比价，还有推 [link]Why there were so many fake products
荐，有聚划算…让网购更加便宜…[link] The on eTao? How could I shop on this website?
price comparison feature was really good…it
made online shopping more affordable…

Brand Could…

CIC View
Netizens did like to shop on eTao thanks to the comparison
feature and cheap price. However, some of them worried about
fake products and quality problems.

Brands could cooperate with eTao to launch campaigns,
promotions of ensured products, and advertise themselves via
the platform.


PAGE. 46-47
From SoLoMo to HyLoMo
TECHNOLOGY PAGE. 48

Back To Main Menu

Emergence of HyLoMo

Here’s the scene…
On you way home from work, you remember it’s your girlfriend’s birthday tomorrow and you decide to buy her a camera.
There’s a digital shop 300m away.
You say ‘camera’ to
an app on your cell. Not only that, you can also see
that your friend Wang has
shopped there and given it a good
review!
So, you head
straight there and
This finds you the pick up the camera.
closest result.
You’re here!
That’s not all
though. Based on
your interests and
Well, why not?! You book location, the app
two tickets and with your makes some other
girlfriend’s present bought suggestions…
As you’re considering it, your friend Tan’s dialog
in record time, you head to box pops up: “Hey! My phone says you’re near Digital shop
the stadium to meet Tan. the stadium! How about the football tonight?” Nearby, at the stadium, a football
You’re here!
match is starting at 19:00 tonight.

Summary
“HyLoMo” stands for “Hyper-Local Mobile” and for those still getting to grips with “SoLoMo” (Social, Local, Mobile), digital media waits for
no-one. The concept is already being infused into smartphone apps but is set to take off in a big way next year. The core ethos is that we live
locally; we tend to shop, eat and ultimately exist, between where we live and where we work.

HyLoMo is Everywhere

Everyone loves an app.

Massive volumes of real-time data
could make smartphone apps
People start to spend more time on Apps considerably more useful to
than web consumers, brands and advertisers.

CIC view:
The availability and ability to analyze such a quantity of earnest, real-life behavioral data could and should benefit everyone. Consumers’
access to information will increasingly reflect the ways that we live, as will the products and services we seek out, and the marketing
activity that makes our preferred brands more accessible. Smartphones already know where we live, where we shop, where we eat and
what information we look for in order to facilitate this ongoing process of consumption. The challenge and exciting opportunity for
advertisers is in taking full advantage of this river of information, springing from an increasingly diverse variety of sources.

Extra: Renren’s Mobile Update

On the subject of Renren, let’s look at how Renren’s updated mobile app has enhanced brand
engagement features…

“Public Pages” in the Full content can be Filter with tabs to Participate in your
updated Renren app accessed from the navigate through the consumers’ mobile
offer one slide access brand Page, including content shared by the conversation with
to Pages. videos and links to brand and it’s
SNS like Renren.
external content. followers.

PAGE. 50-51
“Gamification” Marketing
SOCIAL PAGE. 52-53
Doomsday Marketing
MARKETING PAGE. 54-55

Back To Main Menu

BMW’s In-Car Escape IV

Description:
The mobile game was about escaping from
BMW’s new 1 Series, released in March,
2012. The story covers escaping the New 1
Series and a mysterious back room .

Reward:
If you successfully pass all of the levels, you
earn the opportunity to win an iPhone case
and a test drive of the new 1 Series from a 这个游戏挺有意思/ 前三部都很不错哦。[link]
nearby 4S store. The game was interesting. / Last 3 versions were
good.

好想去体验1系啊。[link]
Platforms: I wanted to try New 1 Series.
iPhone / iPad 这个营销很赞。[link]
The marketing was good.

Summary:
In March, BMW released a mobile game called, “In-Car Escape IV”. The aim of the game is to emphasize the features of the new 1 Series.
To build on the game, BMW offered the opportunity for reward to those lucky winners who passed all levels in the game, like an iPhone
case and a test drive of the new 1 Series from a nearby 4S store. First and foremost, netizens thought this was a good game and
therefore, an effective piece of marketing, which successfully piqued netizens’ interest in the new 1 Series.


BMW’s In-Car Escape IV
CIC View:
What constitutes “gamification” Nowadays, more and more brands are keen to “gamify” their marketing.
This playful approach can bring brands and consumers closer together
marketing? but it has to fit the brand’s identity. There are three different ways for a
brand to join in the game.
- Ad Game: An “Ad” game is one that’s been created by the brand. e.g. BMW’s
“In” Games In-Car Escape IV. It helps brands to “play” directly with their consumers.

- In Game: “In” game, as it sounds, is about in-game advertising, e.g. Clarins set
Game
“Ad” Games a series of traditional looking ads within the social game ‘SPA LIFE’. It helps to
Products enhance overall brand awareness amongst a target audience.

- Game Products: A “Game Product” is a real-life product “virtualized” for
inclusion in a social game, like brand engagement with Second Life, for example.
“Gamification”
In addition to the obvious opportunity presented to brands by gamifying
their marketing, there are also a couple of potential pitfalls:
1st. It will always be problematic to pick a popular gaming mechanism
with which to associate your brand in a crowded marketplace.
2nd. Aside from picking a fundamentally “fun” game, there is then a
difficult process of artistically and effectively incorporating the brand
within the game.
Brands should carefully consider gamification marketing according to
overall culture and product features, integrating these factors with the
right style of game.

Weibo Promotion for “Lost in Thailand”

Forecast: Slogan: Box Office:
Last Comedy Before Doomsday Would Rather Laugh to Death on Doomsday Rebirth after Doomsday

Doomsday Marketing

Summary Click to see detailed case
The film, “Lost in Thailand”, set up an official Sina Weibo account a couple of days before the premier, through which the movie was promoted in relation to
the topic of the moment, “the end of the world”. On Nov 30th, it tweeted an film forecast and promoted “Lost in Thailand” as the last comedy before
Doomsday, which generated more than 3,000 retweets and comments. During the film’s release, it leveraged a series of emotive slogans, like “We would
rather laugh to death than die on Doomsday”, which also resonated well with netizens. It didn’t just the leverage most recent topics and behaviors though;
netizens were invited to recreate and photoshop the movie poster, which is a well established behavior among Chinese netizens. The celebratory mood
after Doomsday was echoed in ongoing promotions that talked about box-office “rebirth”.
52

Lenovo Leverage Netizens’ Natural Doomsday Associations

Doomsday Keyword Cloud

Doomsday Marketing

Data Source: CIC IWOM Data Panel
Data Base: Total buzz volume was 82,438,802 from Dec 1 to Dec 25.

CIC View Click to see detailed case
Doomsday was frequently co-mentioned with the words love, friend, tears and hope, emphasizing an inherent optimism to netizens’ conversation.
Lenovo leveraged these hot keywords around the concept of Doomsday to trigger significant resonance with netizens and importantly, potential
consumers. Hot topic marketing is growing increasingly popular as brands enjoy an ever more sophisticated ability to listen to netizens’ naturally
occurring conversations in social media and know the cultural context in which these conversations occur, facilitating a timely, responsive and highly
relevant keyword marketing strategy.

Johnnie Walker’s “Enterprising Spirit”

Start-Up Entrepreneur behind “Light Wing Shoes” Link
Sept.
Helping special people perform on the 2013 Spring Festival Gala Link

Story of China’s Paralympics Ping-Pong Team Link

Helping Students in Need Link

Helping Yan to Collect Forgotten Chinese Folk Music. Link Helping the Elderly Link

Aug.

Summary
The campaign was launched in Q3 2012, across Sina Weibo and Youku platforms. It was initiated by a series of charitable and
encouraging stories. In August, “Stories of Token Hu”, about an ordinary designer who aspired to make the first Chinese leisure shoe, and
the story of the Chinese Paralympic Ping-Pong Team were published; their faith and ambition deeply touched netizens. In mid September,
inspirational stories about 2013 Spring Festival performers and Yan Jiaqing’s quest to find lost Chinese folk music generated another buzz
peak. By the third phase, netizens were primed and highly engaged with Chen Gangjian’s charity work and Ye Zuyi’s rural records.


Charity is the new Luxury

The Call of Hometown
Charity Elements
Ye Zuyi, an ordinary country
recorder, appeal to people for
take better care of the old
people who have been left
behind by rural migrant
workers who have gone to
cities in search of work.
Link
Stories provokes a “visceral” reaction…

We all should go home once in a while to extend our love to our parents.

I really appreciated the charity movie by JW, thank you and such great Link
young people Ye for reminding us to take care of our elders.

CIC View
The latest embodiment of the Johnnie Walker “Keep Walking” spirit has achieved a strong sense of resonance with Chinese netizens,
generating significant engagement. The secret behind the success in this instance, as has been claimed by netizens, is the Charity
element. Ye Zuyi, one of the six KOLs invited by brand to create a short film, is a mixture of sociologist and story-teller, aiming to educate
an audience on the lives of elderly people in rural China and the impact changing times are having on them, both physically and mentally.
Netizens were overwhelmed and deeply touched by a story so common to many of their own situations. This emotional resonance and
artful delivery prompted substantial, spontaneous engagement. This kind of engagement and understanding also hints at a progression
in the perception of consumer sophistication, from an ideal of luxury purchasing power to a charitable, emotional empathy.

PAGE. 57-58
Netizen Response to Product Placement
INTEGRATED PAGE. 59-60
Effectively Combining Online and Offline Engagement
MARKETING PAGE. 61-62
The Voice of China:
Digital Engagement for Traditional Television

Back To Main Menu

BMW Stars in “Mission: Impossible 4”

宝马概念车第一次看到它电影里出现，那个流线型的车身，哦卖看了碟中谍4 对宝马产生了独特的感情这也太经撞了这安全气囊也太
噶，彻底迷住了[link] 安全了要是真的这样我也想要一辆 [link]
OMG, I was totally obsessed with the BMW concept model After watching this movie, I have a crush on BMW. BMW vehicles are
when I saw it in the movie. so safe that I really want to have one.

Summary
All of BMW’s models appear “Mission: Impossible 4", but rather than being viewed as awkward and unnatural, fans were excited and generated a
significant volume of positive buzz in China’s social media. Besides Tom Cruise driving, and just showing off, BMW’s fascinating new concept car, there
is also a scene in which Tom successfully foils the villain’s evil schemes purely thanks to the safety features of the BMW 1 series.

In addition to the blatant product placement, BMW also released a series of TV commercials to maximize on exposure.


BMW Stars in “Mission: Impossible 4”

Engage customers to
Direct, authentic engage with branded Generate positive feedback &
communication with offline activities. maintain netizen engagement
Brand related consumers via brand
articles across social media.
Product placement various media.
highlighting the key Sample Quotes:
features of BMWs.
宝马的广告做得很实，拉风的外型，绝佳的
装备，以及无以伦比的安全性[link]
Ads for BMW in “Mission: Impossible” are
solid: charming appearance, excellent gear,
and unbeatable safety performance.

Frequent 好想看《碟中谍4》，据说里面宝马的植入
Community 很炫[link]
Diversify Branded Interaction via Participation I would like to watch the movie as it is said the
Content Social Media placement of BMW is gorgeous
Product
Placement

CIC View
Brands placing their products in movies is always going to be a little risky. However, BMW’s placement within “Mission: Impossible 4” has proved
successful. The movie generated over 500 million US dollars worldwide, gaining massive exposure for the BMW brand. Of course, BMW went to
great lengths to maximize on this opportunity.

Through a well integrated social media strategy, the positive sentiment and significant buzz volume amplified and maintained through a series of
well executed marketing activities.


2012 DELL XPS Ultra Travel

2012 DELL XPS ULTRA TRAVEL Sample Quotes： Highlights：

Dell worked with Jiepang
to launch the “2012 DELL 上海站活动耶！我是上海的，支持戴尔中 The live tweeting and
XPS Ultra Travel” 国，期待好运 [Link] It would be held in retweeting included netizens in
campaign to promote the Shanghai! I’m from Shanghai. Support Dell
new Ultrabook XPS. and hope I’m lucky. the offline experience.
Anyone using a phone to
check-in at authorized 我在[活动] 天河城 - 2012 DELL XPS超极之旅 An impressive exhibition stand
vendors and sharing to 拍了照片：@戴尔中国被科技化的外形和
Weibo is awarded a badge 设计吸引~ [Link] I was attracted by the enriched the overall experience.
that can then be redeemed technological appearance and design.
for a gift. Effective integration of LBS.
我在[活动] 万达广场(五角场店) - 2012 DELL
During the campaign, XPS超极之旅拍了照片：#戴尔XPS超级之旅
there were more than #超级美女配戴尔超级电脑。超级给力。
70,000 check-ins and [Link] Super model with Ultrabook. Super
Weibo retweets. cool!!!


2012 DELL XPS Ultra Travel

Respondent Demographic Engagement Medium Geographic Response
40%
25%
35%
30% 20%
25% 15%
Interaction on Spot Authorized Campaign City
20%
15% 10%
Male
41% 10% 5%
5%
0% 0%

Neimenggu

Shanxi
Sichuan
Henan

Fujian

Hubei
Shanghai

Guangdong

Jiangsu
Beijing

Zhejiang

Shandong
Liaoning

Chongqing
Heilongjiang

Yunnan
Female
59%

Due to the sleek and artistic design, more than Over a quarter of respondents engaged with More than half of netizen respondents were
half of respondents were female. the official account on location. from Shanghai, Beijing and Guangdong; the
authorized campaign cities.

CIC View Data source: CIC IT Industry Sina Weibo Data Panel.

1. Pattern — Offline participation to online engagement - the tour brings the offline experience to more consumers; the quality of the exhibition encourages
visitors to turn that offline experience into online engagement.
2. Spread — LBS increase exposure and attract more netizens from more platforms.
3. Effect — Understanding the elements of the offline experience that generate the most social engagement and the means of online engagement that generate
the greatest response from netizens are key to creating more effective promotion.

The Voice of China: Digital Engagement for Traditional Television
Operating Traits of Television Program Accounts

Simple Tweet and Retweets Multimedia Content: Pictures & Video Hot Topic and Content Tags

Established: August, 2009 Established: March, 2010 Establish Time:August,2009
Followers: 4,364,718 Followers: 3,769,795 Followers:395,699

Up Every Day’s (天天向上)
The Happy Camp(快乐大本营) official account(Link) uses hot
official account(Link) was established topics and content tags to make
three years ago, primarily to publish its engagement more relevant.
program information. With the
simple tweeting and retweeting •Hot topic: Netizens could easily
mechanism, Happy Camp shared find program topics at the top
program forecasts and reviews. As a popular dating show, the official Weibo account of the “Up Every Day” account
of “You Are the One” (非诚勿扰) (Link) paid more page.
attention to contestant registration and introducing
the female guests. Through rolling pictures on the left •Content tag: The “Up Every
of the page, netizens can find information on signing Day” account uses content tags
up, and via promotional tweets, fans are fed the to categorize its tweets for
Congratulations to the beautiful latest information about the female guests. improved user experience.
Xie Na Link

Summary
Audience ratings are the measure of television success, so promotion to drive up viewing numbers is the aim of any engagement. In addition to
their conventional advertising, television programs are increasingly establishing an official presence in social media via Sina Weibo. As a hot
entertainment program, “Happy Camp” (快乐大本营) founded an official account and employ standard tweet and retweet functions to publish
program forecasts and reviews. Popular dating show “You Are the One” (非诚勿扰) shares pictures and videos to generate buzz about the program.
Beyond program information and video sharing, “Up Every Day” (天天向上) use hot topics and content tags to attract attention and generate
engagement with their official account. Essentially, although these three examples cover three tiers of engagement strategy, they focus more on
promotion and less on communication with their fans.

The Voice of China: Digital Engagement for Traditional Television
Operating Traits of Television Program Accounts

Structure: Establish an Official Presence Interaction: Participate in Community Discussion
In order to promote “The Voice of China” and increase its Polling System
audience numbers, the TV show opened two official accounts: an The Voice of China uses a polling
account on Sina Weibo and another on Sina’s BBS-like, Weiba chat system to encourage netizen
forum, to listen netizen opinion. engagement; netizens can quickly and
easily vote for their favorite singer.
Weibo Interaction
Promotion: Tweet on Hot Topics and Post Popular Videos The Voice of China posts official
website links and retweets the hottest
news for more timely communication
with fans.
Quotes:
胡苗苗陕西:很期待周五的比赛//Looking
Hot Topic Hot News Hot Video Hot Video forward to Friday’s competition. Link
The Voice of China published hot topics, hot news and video on its 枫叶jwf:中国好声音越来越多的激情与
感动,给力//The Voice of China gave us
official account to help netizens know more program information. By
more passion and sensation, awesome!
adding links, netizens could easily find the content and video they are Link
interested in.

CIC View
The most popular program on Chinese TV this summer was “The Voice of China”, attracting the nation’s highest audience rating every
Friday evening. This show’s popularity brought one million followers to its Sina Weibo account and helped it to the top of Weibo’s film
and television rankings. As a TV program account, Weibo content is focused on promotional information, which it did very effectively. It
build two official accounts, one in Weibo and the other in Weiba, Sina’s BBS style forum. Via “The Voice of China” official account, it
clearly communicates timely program information, using hot topics, news and video. In addition to it’s role as a publication platform,
“The Voice of China” Weibo also engages and interacts with netizens, using voting systems and retweeting hot topics to increase buzz
volume. Through integrated use of official accounts, “The Voice of China” listens, knows, and participates in the on-line discussion.

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,
consulting services, syndicated reports, and industry trend watches, rich in actionable insight. In addition to helping brands accomplish their social
business aims, CIC is also monetizing the social business industry in China, creating an integrated social business support system (IWOMmaster),
powered by our proprietary technical solutions and platforms.

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
range of uniquely Chinese social media platforms including blogs, BBS, microblogs and social networking sites, then by applying our unique, China
focused methodology, provide a comprehensive picture of the social media landscape and its implications for business. To date, CIC has archived
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.

© IWOM WATCH

About IWOM Watch IWOM WATCH

What is IWOM Watch:

A monthly digest of the hottest trends, creating the biggest buzz, reflecting China’s unique online culture. CIC’s exemplary
case studies and detailed analysis of the month’s most significant online marketing campaigns allow you to listen, know,
and participate in China’s unique digital community.

As the industry’s thought leader and pioneer of Internet Word of Mouth (IWOM) and social business in China, our finger is
always on the pulse of the hottest online issues and influential IWOM. Since 2006, our monthly Watch reports have been
distilling social business intelligence that not only keep our retainer clients on the leading edge of China’s IWOM, but also
inform their strategic planning with insights into platform development, netizen behavior and social culture of the world’s
largest, most dynamic and fragmented digital landscape.

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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© IWOM WATCH

CIC IWOM watch archive IWOM WATCH

If you would like to find updated IWOM intelligence (CIC White paper, IWOM Watch and Social business
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
- 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
- Viral videos storm come up with brands | view
- Brands Crisis upgrade to 2.0 | view
- New product promotion way through new media - Seckill & Group purchase | view View more on IWOM Backstory

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IWOM WATCH IWOM WATCH COMPILATION 2012

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