With the near simultaneous release of "Batman - The Dark Knight Rises" and "The Amazing Spiderman", Chinese netizens drew comparisons between the two movies. They framed the comparison in terms of an established dichotomy in Chinese internet culture between a "Gao Shuai Fu" (tall, handsome and rich man) and a "Diao Si" (ordinary and poor but ambitious man). Netizens portrayed Batman as the archetypal "Gao Shuai Fu" and Spiderman as the underdog "Diao Si". They generated interest by spoofing this comparison and referencing associated concepts from Chinese internet slang. The discussion blended the latest Hollywood blockbusters with themes that resonated deeply in Chinese
The document summarizes Chinese internet word of mouth (IWOM) trends from January to June 2009. It covers the expansion of video sharing where users share videos online and through social media. It also discusses how serious offline social issues and events were discussed online in real time, providing a platform for sharing information and opinions. The document notes brands' emerging use of the internet to effectively connect with customers through digital campaigns.
Social Marketing and Commerce. Marketing and E-Commerce subject at the International Master in Industrial Management.
Guest speaker: Francisco Hernández Marcos
Universidad Politécnica de Madrid
Politecnico di Milano
Kungliga Tekniska högskolan
On November 2006, photos of LG's product renewal factory were uploaded online. In January 2007, former LG employees disclosed that LG had been refurbishing old products for over 8 years. Many online forums spread this news, angering consumers. In February 2007, videos of LG's refurbishing process were exposed on video sharing sites, fueling the crisis. This case demonstrates the growing role of multimedia sharing services in amplifying brand crises in the 2.0 era.
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.
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.
Nokia launched two viral videos to promote its new X6 phone model. One featured singer Zhang Zhenyue performing for change in Beijing, while the other had actress Karen Mok visiting a dorm. Though the videos generated buzz, Zhang's received some criticism for being too commercial, while Karen's was praised for its surprise. Other brands like Alibaba and Cruze had also found success with viral videos. However, the consultant cautions that while viral videos can enhance campaigns, they are a double-edged sword, and if not carrying a positive brand image could spread crisis faster than rumors. They advise brands to carefully plan and design viral video content and messaging.
Nielsen Online Retailers Social Media Webinar ClientsErick Caniso
This document provides an overview of how retailers can utilize social media as a framework. While online sales remain a small percentage of total sales, the influence of the internet on offline purchasing is clear. What happens online does not stay online. The document discusses listening to consumer generated media to understand attitudes and needs, and engaging through a company's website and third party tools. Best practices for customer service, product reviews, and crowd-sourcing are also presented.
The document discusses how marketing is moving increasingly online, with companies allocating 20-30% or more of their marketing budgets to digital efforts. It also discusses how social media adoption is growing rapidly among companies. However, it notes that some social media marketing campaigns have failed due to not understanding the new media or respecting communities. The new dynamic real-time web requires a new approach from marketers that is more conversational and gives control to consumers.
The document summarizes Chinese internet word of mouth (IWOM) trends from January to June 2009. It covers the expansion of video sharing where users share videos online and through social media. It also discusses how serious offline social issues and events were discussed online in real time, providing a platform for sharing information and opinions. The document notes brands' emerging use of the internet to effectively connect with customers through digital campaigns.
Social Marketing and Commerce. Marketing and E-Commerce subject at the International Master in Industrial Management.
Guest speaker: Francisco Hernández Marcos
Universidad Politécnica de Madrid
Politecnico di Milano
Kungliga Tekniska högskolan
On November 2006, photos of LG's product renewal factory were uploaded online. In January 2007, former LG employees disclosed that LG had been refurbishing old products for over 8 years. Many online forums spread this news, angering consumers. In February 2007, videos of LG's refurbishing process were exposed on video sharing sites, fueling the crisis. This case demonstrates the growing role of multimedia sharing services in amplifying brand crises in the 2.0 era.
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.
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.
Nokia launched two viral videos to promote its new X6 phone model. One featured singer Zhang Zhenyue performing for change in Beijing, while the other had actress Karen Mok visiting a dorm. Though the videos generated buzz, Zhang's received some criticism for being too commercial, while Karen's was praised for its surprise. Other brands like Alibaba and Cruze had also found success with viral videos. However, the consultant cautions that while viral videos can enhance campaigns, they are a double-edged sword, and if not carrying a positive brand image could spread crisis faster than rumors. They advise brands to carefully plan and design viral video content and messaging.
Nielsen Online Retailers Social Media Webinar ClientsErick Caniso
This document provides an overview of how retailers can utilize social media as a framework. While online sales remain a small percentage of total sales, the influence of the internet on offline purchasing is clear. What happens online does not stay online. The document discusses listening to consumer generated media to understand attitudes and needs, and engaging through a company's website and third party tools. Best practices for customer service, product reviews, and crowd-sourcing are also presented.
The document discusses how marketing is moving increasingly online, with companies allocating 20-30% or more of their marketing budgets to digital efforts. It also discusses how social media adoption is growing rapidly among companies. However, it notes that some social media marketing campaigns have failed due to not understanding the new media or respecting communities. The new dynamic real-time web requires a new approach from marketers that is more conversational and gives control to consumers.
How Businesses Use Web 2.0 and Social Media. Presentation by Charlie Kreitzberg and Anne Pauker Kreitzberg, Cognetics at CIO Summit, April 2009, Valley Forge, PA. www.cognetics.com
Community marketing used to involve direct contact through local communities. This approach struggled to scale. Traditional marketing approaches further separated brands from communities. The rise of social media now allows both scale and direct contact through online communities. Building a successful online community requires understanding member interests and roles, as well as engineering the community structure before focusing on marketing goals.
YOU Lead Technology - Technology Leads YOU... concerning creativity, technology, business concepts, for University of Waterloo Stratford Campus by Dr. David H. Jacobson
VisionMobile is a market analysis firm that provides reports on mobile trends. This document summarizes their Developer Economics 2012 report which analyzes the mobile app developer ecosystem. Key findings include consolidation around iOS and Android, rapid adoption of tablets by developers, and challenges around user discovery, engagement, and identifying the right revenue model. The next wave of apps and growth is expected from BRIC countries as smartphone adoption increases in those markets.
IWOM WATCH COMPILATIONS:Brands Crisis upgrade to 2.0Kantar Media CIC
The document summarizes how brands react quickly to online reputation crises involving their spokespersons. It discusses how in 2008, actress Sharon Stone's comments about the Sichuan earthquake caused outrage among Chinese netizens. Within days, Dior China terminated all advertising campaigns featuring Stone and removed her posters. Some netizens later defended Stone, saying her comments were taken out of context. The document also discusses how user-generated photos and videos shared on forums and video sites can expose brand crises, like LG being accused of refurbishing old products in 2006-2007 after materials were uploaded online. It shows how user-generated content and fast brand responses are important in reputation management during the Web 2.0 era.
MindTree outbid other major Indian IT firms TCS, Wipro and Infosys to win a major contract from UIDAI. The IT industry is seeing increased hiring but also more caution. Microsoft launched new Kin smartphones and social networking features. Google acquired several startups and is in talks to buy ITA Software. Facebook will launch operations in China and acquired photo site Divvyshot. Oracle acquired a health software firm for $685 million.
This document discusses how Web 2.0 and social media have changed marketing and community engagement. It notes that consumers now trust recommendations from people they know and opinions posted online more than branded advertising. This represents a shift from brands controlling the message to audiences now having more control over what news and information spreads due to social sharing. The document also cautions that new technologies take time to be fully adapted and applied.
This document summarizes key insights from presentations and discussions at a Mobile IQ conference in New York on January 19, 2012 and an upcoming conference in Paris on January 24, 2012. It discusses how mobile commerce is growing rapidly and becoming a game changer, especially with the rise of tablets. However, many prestige brands have been slow to develop robust mobile strategies, with most focusing only on apps that lack functionality. To succeed, brands need to focus on optimizing their mobile sites and commerce capabilities across all devices. Competence in mobile may indicate a brand's ability to grow globally and tap into emerging markets.
SB'12 - David Schatsky - Green Research, Daniel Aronson - Deloitte, Sheila Bo...Sustainable Brands
A global revolution is in full swing, and the Sustainable Brands Conference is where sustainability, brand and innovation leaders gather to learn, share and strategize to shape the future. SB'12 was the largest gathering to date, a kinetic convergence of innovators from more than 150 companies from around the world finding new ways to create monumental disruption in traditional models of commerce and consumption.
Blurring The Boundaries And Keeping It RealMiriam Rayman
The document discusses how consumers are blurring traditional boundaries between categories like work and leisure, online and offline, public and private. It notes trends like people being constantly connected through technology, sharing more details of their personal lives publicly, and not distinguishing between online and offline activities. The document also discusses how consumers are demanding more transparency and authenticity due to eroding trust in institutions, and are taking more local and activist approaches to address issues like community and the environment.
Innovation Works (创新工场) is a business creation platform designed to create the next wave of leaders in the Chinese Internet with a keen focus on e-Commerce, Mobile Internet and Cloud Computing.
The document discusses trends that will shape the world by 2020, including:
1) Nearly 1 billion youth will reach adulthood by 2020, changing global demographics.
2) The growing middle classes in developing countries like China and India will redefine global markets.
3) Resource scarcity will drive innovation in areas like energy production and efficient housing.
4) Most of the world's population will live in cities, which can improve living conditions if well-managed.
5) People will gain cyber connections through social media but may feel disconnected from local communities.
Strategy for Tencent, China Internet Leader (extract 1)internetfuture2020
Extract from Part 1 of the report
Strategies for value creation in fast-paced environments - the case of Tencent
A few facts about the firm
Financial situation
International scope
How to become a global player?
Given customers are finding new avenues through Social Media to express their opinions about products/services they use, brands no more have an option to not listen to those conversations. That's where the concept of ORM (Online Reputation Management) comes in.
In this story by Inc magazine, Social Media leaders share their views on the importance of ORM (Online Reputation Management) and how can brands leverage ORM.
The document summarizes an event about entrepreneurship in virtual worlds. It includes an introduction and presentation on a Nordic research project about virtual worlds by Professor Robin Teigland. The event also features showcases from four companies utilizing virtual worlds - RunAlong, Virtex, ICYou Group, and Lunch. The document discusses how virtual worlds are being used not just for games but also for business purposes like collaboration, training, and experiencing goods and services.
The document discusses several key developments in online culture and viral content in China in 2011:
1) Creative online trends like "Paoxiao format" and "acting cute" spread rapidly across social media platforms.
2) Video sharing sites began crowdsourcing content from contributors and sharing advertising revenue.
3) Brands engaged with self-made drama content on video sites, sometimes collaborating with top video directors to create humorous viral videos.
4) Understanding youth subcultures like "normal youth", "cultured youth", and "eccentric youth" provided insights for brands to connect with different demographic groups.
SSE Social Media & Virtual Worlds_TeiglandRobin Teigland
This document discusses the potential of virtual worlds and how they can be used for business purposes. It provides examples of how some companies are already using virtual worlds for collaboration, education and training, customer engagement, and economic activity. The document also discusses how virtual worlds represent a spectrum from fully real to fully virtual environments and notes that while some businesses are experimenting in virtual worlds, few have fully embraced the virtual-real boundary. It speculates that as social and economic activity continues to migrate online, virtual worlds may play a larger role in the future.
How Businesses Use Web 2.0 and Social Media. Presentation by Charlie Kreitzberg and Anne Pauker Kreitzberg, Cognetics at CIO Summit, April 2009, Valley Forge, PA. www.cognetics.com
Community marketing used to involve direct contact through local communities. This approach struggled to scale. Traditional marketing approaches further separated brands from communities. The rise of social media now allows both scale and direct contact through online communities. Building a successful online community requires understanding member interests and roles, as well as engineering the community structure before focusing on marketing goals.
YOU Lead Technology - Technology Leads YOU... concerning creativity, technology, business concepts, for University of Waterloo Stratford Campus by Dr. David H. Jacobson
VisionMobile is a market analysis firm that provides reports on mobile trends. This document summarizes their Developer Economics 2012 report which analyzes the mobile app developer ecosystem. Key findings include consolidation around iOS and Android, rapid adoption of tablets by developers, and challenges around user discovery, engagement, and identifying the right revenue model. The next wave of apps and growth is expected from BRIC countries as smartphone adoption increases in those markets.
IWOM WATCH COMPILATIONS:Brands Crisis upgrade to 2.0Kantar Media CIC
The document summarizes how brands react quickly to online reputation crises involving their spokespersons. It discusses how in 2008, actress Sharon Stone's comments about the Sichuan earthquake caused outrage among Chinese netizens. Within days, Dior China terminated all advertising campaigns featuring Stone and removed her posters. Some netizens later defended Stone, saying her comments were taken out of context. The document also discusses how user-generated photos and videos shared on forums and video sites can expose brand crises, like LG being accused of refurbishing old products in 2006-2007 after materials were uploaded online. It shows how user-generated content and fast brand responses are important in reputation management during the Web 2.0 era.
MindTree outbid other major Indian IT firms TCS, Wipro and Infosys to win a major contract from UIDAI. The IT industry is seeing increased hiring but also more caution. Microsoft launched new Kin smartphones and social networking features. Google acquired several startups and is in talks to buy ITA Software. Facebook will launch operations in China and acquired photo site Divvyshot. Oracle acquired a health software firm for $685 million.
This document discusses how Web 2.0 and social media have changed marketing and community engagement. It notes that consumers now trust recommendations from people they know and opinions posted online more than branded advertising. This represents a shift from brands controlling the message to audiences now having more control over what news and information spreads due to social sharing. The document also cautions that new technologies take time to be fully adapted and applied.
This document summarizes key insights from presentations and discussions at a Mobile IQ conference in New York on January 19, 2012 and an upcoming conference in Paris on January 24, 2012. It discusses how mobile commerce is growing rapidly and becoming a game changer, especially with the rise of tablets. However, many prestige brands have been slow to develop robust mobile strategies, with most focusing only on apps that lack functionality. To succeed, brands need to focus on optimizing their mobile sites and commerce capabilities across all devices. Competence in mobile may indicate a brand's ability to grow globally and tap into emerging markets.
SB'12 - David Schatsky - Green Research, Daniel Aronson - Deloitte, Sheila Bo...Sustainable Brands
A global revolution is in full swing, and the Sustainable Brands Conference is where sustainability, brand and innovation leaders gather to learn, share and strategize to shape the future. SB'12 was the largest gathering to date, a kinetic convergence of innovators from more than 150 companies from around the world finding new ways to create monumental disruption in traditional models of commerce and consumption.
Blurring The Boundaries And Keeping It RealMiriam Rayman
The document discusses how consumers are blurring traditional boundaries between categories like work and leisure, online and offline, public and private. It notes trends like people being constantly connected through technology, sharing more details of their personal lives publicly, and not distinguishing between online and offline activities. The document also discusses how consumers are demanding more transparency and authenticity due to eroding trust in institutions, and are taking more local and activist approaches to address issues like community and the environment.
Innovation Works (创新工场) is a business creation platform designed to create the next wave of leaders in the Chinese Internet with a keen focus on e-Commerce, Mobile Internet and Cloud Computing.
The document discusses trends that will shape the world by 2020, including:
1) Nearly 1 billion youth will reach adulthood by 2020, changing global demographics.
2) The growing middle classes in developing countries like China and India will redefine global markets.
3) Resource scarcity will drive innovation in areas like energy production and efficient housing.
4) Most of the world's population will live in cities, which can improve living conditions if well-managed.
5) People will gain cyber connections through social media but may feel disconnected from local communities.
Strategy for Tencent, China Internet Leader (extract 1)internetfuture2020
Extract from Part 1 of the report
Strategies for value creation in fast-paced environments - the case of Tencent
A few facts about the firm
Financial situation
International scope
How to become a global player?
Given customers are finding new avenues through Social Media to express their opinions about products/services they use, brands no more have an option to not listen to those conversations. That's where the concept of ORM (Online Reputation Management) comes in.
In this story by Inc magazine, Social Media leaders share their views on the importance of ORM (Online Reputation Management) and how can brands leverage ORM.
The document summarizes an event about entrepreneurship in virtual worlds. It includes an introduction and presentation on a Nordic research project about virtual worlds by Professor Robin Teigland. The event also features showcases from four companies utilizing virtual worlds - RunAlong, Virtex, ICYou Group, and Lunch. The document discusses how virtual worlds are being used not just for games but also for business purposes like collaboration, training, and experiencing goods and services.
The document discusses several key developments in online culture and viral content in China in 2011:
1) Creative online trends like "Paoxiao format" and "acting cute" spread rapidly across social media platforms.
2) Video sharing sites began crowdsourcing content from contributors and sharing advertising revenue.
3) Brands engaged with self-made drama content on video sites, sometimes collaborating with top video directors to create humorous viral videos.
4) Understanding youth subcultures like "normal youth", "cultured youth", and "eccentric youth" provided insights for brands to connect with different demographic groups.
SSE Social Media & Virtual Worlds_TeiglandRobin Teigland
This document discusses the potential of virtual worlds and how they can be used for business purposes. It provides examples of how some companies are already using virtual worlds for collaboration, education and training, customer engagement, and economic activity. The document also discusses how virtual worlds represent a spectrum from fully real to fully virtual environments and notes that while some businesses are experimenting in virtual worlds, few have fully embraced the virtual-real boundary. It speculates that as social and economic activity continues to migrate online, virtual worlds may play a larger role in the future.
This document discusses how digital technologies are transforming business through five interconnected webs: the mobile web, social web, media web, real-time web, and machine web. It provides examples of how each web is impacting industries and consumer behavior. The presentation raises questions for business leaders about how these shifts are affecting their companies and whether their CIOs are involved in the strategic conversations around digital transformation.
My presentation for AVATAR International Workshop: Added Value of Teaching in Virtual Worlds on Sept 13 and for the M2N4SL conference on Oct 27, 2011. The presentation discusses some preliminary findings from NVWN-Nordic Virtual Worlds Network, www.nordicworlds.net.
This document discusses how social media is changing business and provides strategies for companies to leverage social media. It notes that social media usage is growing rapidly globally and through mobile devices. Customers and employees now expect more social and collaborative experiences. The document outlines seven social business solutions that can drive customer and internal value across enterprises by unlocking the potential of social media. These solutions require changes to marketing, communications, and culture to fully integrate social media.
This document discusses the potential for virtual worlds and 3D virtual spaces to enable new forms of value creation and economic activity. It notes that as social activity migrates online, economic activity will likely follow. Examples are given of how virtual worlds are being used for collaboration, education, customer engagement, and entrepreneurship. The document also discusses open-source virtual world platforms that allow for broad participation and the potential link between virtual worlds and 3D printing. It concludes by suggesting that virtual worlds may enable new forms of virtual or remote work just as prior technological changes enabled new forms of goods and financial mobility.
Managing brands in digital and social channelsGewoon Groen
This document discusses managing brands in digital and social channels. It notes the shift from mass media and push marketing to social media, wisdom of crowds, and two-way dialogue. Case studies show risks of not engaging on social media and benefits of transparency, interaction, and community building. Key success factors include being open and sharing. Metrics like net promoter scores can measure impact. Brands must adapt to changing customer expectations and invest in social media presence, interaction, and content.
The document discusses the rise of social media and web 2.0. It provides an overview of key concepts like user-generated content and outlines some of the main social networking platforms. Examples are given of how companies are using these channels, including through viral marketing. Opportunities for marketing through new approaches like ambient, guerrilla, and conversational marketing are presented. The future is discussed as unpredictable but moving towards a more ubiquitous, viral, mobile, and simple web 3.0 environment connected through social networking and the "internet of things."
The new professional network is online. here is its press release, revealing the strategy of the new generation of Web 2.0 and the tools and applications coming out to allow people to give the best image possible.
This document discusses trends in web2.0 from March 2008. It covers the growth of personalization on the web through tools like widgets and RSS. It also discusses the rise of social networks and how they are changing how people interact and share information online. Finally, it discusses how Korea can foster more innovation in web2.0 through an open ecosystem approach.
The document outlines an agenda for a presentation on Adobe's customer experience solutions and digital enterprise platform. The agenda includes introductions to Adobe and customer experience management, presenting Adobe's customer experience solutions and digital platform, and partnering opportunities. The presentation aims to demonstrate how Adobe's solutions can help organizations optimize their customer experience across digital channels.
1. The document discusses trends in web2.0 and mobile technologies including the shift from desktop to mobile browsing and the growth of social networking and user participation on the web.
2. It predicts that open platforms, user personalization, social advertising, and the "attention economy" will be important trends in 2008.
3. The document also makes predictions for web trends in Korea, including the growth of social networking services (SNS), mobile web, and the transition to an "IPTV era."
CIC 2011 White Paper: From Social Media to Social Business Topic 1: An Overvi...Kantar Media CIC
The document provides an overview of the evolution of social media in China. It discusses:
1) The global development of social media and how China has followed similar trends, with social media becoming a major part of people's online lives.
2) The unique landscape of China's social media, which includes platforms like Weibo, QQ, and BBS sites that have flourished locally.
3) The history and stages of development of social media in China, from initial incubation in the 1990s to current proliferation and a revolution driven by the integration of social media and business.
Report of
(1) TechCrunch Disrupt NYC 2012 in NYC, US
(2) Global Mobile Internet Conference 2012 in Beijing, China
This presentation is for Samurai Incubate Event
The document discusses how outdoor advertising is moving from version 1.0 to 2.0 by becoming more interactive. It notes how interactive ads engage people for longer periods of time compared to traditional ads. The speaker advocates for killing costs through digitalization and justifying ads with web-grade analytics. Interactive ads can bridge the offline and online worlds by deploying campaigns across cities and driving traffic to companion websites. Outdoor advertising is poised to adapt to new regulations and mindsets as it draws inspiration from innovations online.
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
Viral video cinema vol.23:content is king in video marketingKantar Media CIC
This document analyzes several successful video marketing campaigns and ads. It summarizes the key reasons why audiences share videos, such as to gain reputation among friends and families by sharing interesting or useful information. It then provides brief summaries of 6 example viral video ads, including their themes and creative elements, such as a fireman saving a kitten video from GoPro that combines attractive elements. It concludes by mentioning the company has over 1000 videos collected on video platforms and encourages contacting them for more information.
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.
HyLoMo stands for "Hyper-Local Mobile" and refers to apps that provide hyper-local information and recommendations based on a user's location and interests. These apps are becoming more common and useful as they can analyze large amounts of real-time behavioral data from users. Renren updated its mobile app to include "Public Pages" which allow brands to share content and engage with consumers on mobile.
This document is a compilation of articles from CIC's 2012 IWOM Watch reports. It discusses how brands and individuals responded positively during anti-Japan protests in China by offering compensation to those whose Japanese cars were damaged. Chen Guangbiao promised new cars to followers with smashed Japanese cars on Weibo. Toyota also offered compensation. These actions boosted the brands' images. The document also provides background on CIC, describing it as China's leading social business intelligence company. It collects online consumer comments to provide strategic advice to global brands.
This document provides an overview of wound healing, its functions, stages, mechanisms, factors affecting it, and complications.
A wound is a break in the integrity of the skin or tissues, which may be associated with disruption of the structure and function.
Healing is the body’s response to injury in an attempt to restore normal structure and functions.
Healing can occur in two ways: Regeneration and Repair
There are 4 phases of wound healing: hemostasis, inflammation, proliferation, and remodeling. This document also describes the mechanism of wound healing. Factors that affect healing include infection, uncontrolled diabetes, poor nutrition, age, anemia, the presence of foreign bodies, etc.
Complications of wound healing like infection, hyperpigmentation of scar, contractures, and keloid formation.
Temple of Asclepius in Thrace. Excavation resultsKrassimira Luka
The temple and the sanctuary around were dedicated to Asklepios Zmidrenus. This name has been known since 1875 when an inscription dedicated to him was discovered in Rome. The inscription is dated in 227 AD and was left by soldiers originating from the city of Philippopolis (modern Plovdiv).
THE SACRIFICE HOW PRO-PALESTINE PROTESTS STUDENTS ARE SACRIFICING TO CHANGE T...indexPub
The recent surge in pro-Palestine student activism has prompted significant responses from universities, ranging from negotiations and divestment commitments to increased transparency about investments in companies supporting the war on Gaza. This activism has led to the cessation of student encampments but also highlighted the substantial sacrifices made by students, including academic disruptions and personal risks. The primary drivers of these protests are poor university administration, lack of transparency, and inadequate communication between officials and students. This study examines the profound emotional, psychological, and professional impacts on students engaged in pro-Palestine protests, focusing on Generation Z's (Gen-Z) activism dynamics. This paper explores the significant sacrifices made by these students and even the professors supporting the pro-Palestine movement, with a focus on recent global movements. Through an in-depth analysis of printed and electronic media, the study examines the impacts of these sacrifices on the academic and personal lives of those involved. The paper highlights examples from various universities, demonstrating student activism's long-term and short-term effects, including disciplinary actions, social backlash, and career implications. The researchers also explore the broader implications of student sacrifices. The findings reveal that these sacrifices are driven by a profound commitment to justice and human rights, and are influenced by the increasing availability of information, peer interactions, and personal convictions. The study also discusses the broader implications of this activism, comparing it to historical precedents and assessing its potential to influence policy and public opinion. The emotional and psychological toll on student activists is significant, but their sense of purpose and community support mitigates some of these challenges. However, the researchers call for acknowledging the broader Impact of these sacrifices on the future global movement of FreePalestine.
Gender and Mental Health - Counselling and Family Therapy Applications and In...PsychoTech Services
A proprietary approach developed by bringing together the best of learning theories from Psychology, design principles from the world of visualization, and pedagogical methods from over a decade of training experience, that enables you to: Learn better, faster!
🔥🔥🔥🔥🔥🔥🔥🔥🔥
إضغ بين إيديكم من أقوى الملازم التي صممتها
ملزمة تشريح الجهاز الهيكلي (نظري 3)
💀💀💀💀💀💀💀💀💀💀
تتميز هذهِ الملزمة بعِدة مُميزات :
1- مُترجمة ترجمة تُناسب جميع المستويات
2- تحتوي على 78 رسم توضيحي لكل كلمة موجودة بالملزمة (لكل كلمة !!!!)
#فهم_ماكو_درخ
3- دقة الكتابة والصور عالية جداً جداً جداً
4- هُنالك بعض المعلومات تم توضيحها بشكل تفصيلي جداً (تُعتبر لدى الطالب أو الطالبة بإنها معلومات مُبهمة ومع ذلك تم توضيح هذهِ المعلومات المُبهمة بشكل تفصيلي جداً
5- الملزمة تشرح نفسها ب نفسها بس تكلك تعال اقراني
6- تحتوي الملزمة في اول سلايد على خارطة تتضمن جميع تفرُعات معلومات الجهاز الهيكلي المذكورة في هذهِ الملزمة
واخيراً هذهِ الملزمة حلالٌ عليكم وإتمنى منكم إن تدعولي بالخير والصحة والعافية فقط
كل التوفيق زملائي وزميلاتي ، زميلكم محمد الذهبي 💊💊
🔥🔥🔥🔥🔥🔥🔥🔥🔥
A Visual Guide to 1 Samuel | A Tale of Two HeartsSteve Thomason
These slides walk through the story of 1 Samuel. Samuel is the last judge of Israel. The people reject God and want a king. Saul is anointed as the first king, but he is not a good king. David, the shepherd boy is anointed and Saul is envious of him. David shows honor while Saul continues to self destruct.
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) CurriculumMJDuyan
(𝐓𝐋𝐄 𝟏𝟎𝟎) (𝐋𝐞𝐬𝐬𝐨𝐧 𝟏)-𝐏𝐫𝐞𝐥𝐢𝐦𝐬
𝐃𝐢𝐬𝐜𝐮𝐬𝐬 𝐭𝐡𝐞 𝐄𝐏𝐏 𝐂𝐮𝐫𝐫𝐢𝐜𝐮𝐥𝐮𝐦 𝐢𝐧 𝐭𝐡𝐞 𝐏𝐡𝐢𝐥𝐢𝐩𝐩𝐢𝐧𝐞𝐬:
- Understand the goals and objectives of the Edukasyong Pantahanan at Pangkabuhayan (EPP) curriculum, recognizing its importance in fostering practical life skills and values among students. Students will also be able to identify the key components and subjects covered, such as agriculture, home economics, industrial arts, and information and communication technology.
𝐄𝐱𝐩𝐥𝐚𝐢𝐧 𝐭𝐡𝐞 𝐍𝐚𝐭𝐮𝐫𝐞 𝐚𝐧𝐝 𝐒𝐜𝐨𝐩𝐞 𝐨𝐟 𝐚𝐧 𝐄𝐧𝐭𝐫𝐞𝐩𝐫𝐞𝐧𝐞𝐮𝐫:
-Define entrepreneurship, distinguishing it from general business activities by emphasizing its focus on innovation, risk-taking, and value creation. Students will describe the characteristics and traits of successful entrepreneurs, including their roles and responsibilities, and discuss the broader economic and social impacts of entrepreneurial activities on both local and global scales.
How to Download & Install Module From the Odoo App Store in Odoo 17Celine George
Custom modules offer the flexibility to extend Odoo's capabilities, address unique requirements, and optimize workflows to align seamlessly with your organization's processes. By leveraging custom modules, businesses can unlock greater efficiency, productivity, and innovation, empowering them to stay competitive in today's dynamic market landscape. In this tutorial, we'll guide you step by step on how to easily download and install modules from the Odoo App Store.
5. 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
6. 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
7. 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.
IWOM WATCH IWOM WATCH COMPILATION 2012 7
8. 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.
IWOM WATCH IWOM WATCH COMPILATION 2012 8
9. 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
10. CCTV Steps into Social Media
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.
IWOM WATCH IWOM WATCH COMPILATION 2012 10
11. CCTV Steps into Social Media
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.
IWOM WATCH IWOM WATCH COMPILATION 2012 11
12. PAGE. 13-14
Buick Encore’s “City Hide and Seek”
LBS & O2O PAGE. 15-17
Expanding On O2O
Back To Main Menu
13. Buick Encore’s “City Hide and Seek”
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.
IWOM WATCH IWOM WATCH COMPILATION 2012 13
14. Buick Encore’s “City Hide and Seek”
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.
IWOM WATCH IWOM WATCH COMPILATION 2012 14
15. 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.
IWOM WATCH IWOM WATCH COMPILATION 2012 15
16. 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.
IWOM WATCH IWOM WATCH COMPILATION 2012 16
17. 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.
IWOM WATCH IWOM WATCH COMPILATION 2012 17
18. PAGE. 19-20
Youku and Tudou Merger
VIRAL VIDEO PAGE. 21-22
The Micro-Movie Effect
Back To Main Menu
19. Youku and Tudou Merger
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.
IWOM WATCH IWOM WATCH COMPILATION 2012 19
20. Youku and Tudou Merger
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.
IWOM WATCH IWOM WATCH COMPILATION 2012 20
21. The Micro-Movie Effect
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
IWOM WATCH IWOM WATCH COMPILATION 2012 21
22. The Micro-Movie Effect
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.
IWOM WATCH IWOM WATCH COMPILATION 2012 22
23. 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
24. 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.
IWOM WATCH IWOM WATCH COMPILATION 2012 24
25. 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?
IWOM WATCH IWOM WATCH COMPILATION 2012 25
26. 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”.
IWOM WATCH IWOM WATCH COMPILATION 2012 26
27. Tencent’s “WeChat” – The Rise and Rise of a Private Social Network
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?
IWOM WATCH IWOM WATCH COMPILATION 2012 27
28. Tencent’s “WeChat” – The Rise and Rise of a Private Social Network
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.
IWOM WATCH IWOM WATCH COMPILATION 2012 28
29. Tencent’s “WeChat” A Top Tool For O2O
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.
IWOM WATCH IWOM WATCH COMPILATION 2012 29
30. Tencent’s “WeChat” A Top Tool For O2O
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.
IWOM WATCH IWOM WATCH COMPILATION 2012 30
31. Tencent’s “WeChat” A Top Tool For O2O
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.
IWOM WATCH IWOM WATCH COMPILATION 2012 31
32. 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
33. 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.
IWOM WATCH IWOM WATCH COMPILATION 2012 33
34. 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.
IWOM WATCH IWOM WATCH COMPILATION 2012 34
35. 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.
IWOM WATCH IWOM WATCH COMPILATION 2012 35
36. 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.
IWOM WATCH IWOM WATCH COMPILATION 2012 36
38. 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.
IWOM WATCH IWOM WATCH COMPILATION 2012 38
39. 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.
IWOM WATCH IWOM WATCH COMPILATION 2012 39
40. 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
41. eCommerce and Customer Care
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.
IWOM WATCH IWOM WATCH COMPILATION 2012 41
42. eCommerce and Customer Care
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.
IWOM WATCH IWOM WATCH COMPILATION 2012 42
43. 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.
IWOM WATCH IWOM WATCH COMPILATION 2012 43
44. 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.
IWOM WATCH IWOM WATCH COMPILATION 2012 44
45. PAGE. 46-47
From SoLoMo to HyLoMo
TECHNOLOGY PAGE. 48
Renren Update Mobile App - Introducing Public Pages
Back To Main Menu
46. From SoLoMo to HyLoMo
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.
IWOM WATCH IWOM WATCH COMPILATION 2012 46
47. From SoLoMo to HyLoMo
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.
IWOM WATCH IWOM WATCH COMPILATION 2012 47
48. Renren Update Mobile App - Introducing Public Pages
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.
IWOM WATCH IWOM WATCH COMPILATION 2012 48
49. PAGE. 50-51
“Gamification” Marketing
SOCIAL PAGE. 52-53
Doomsday Marketing
MARKETING PAGE. 54-55
Crowd Sourcing Creativity and an Enterprising Spirit
Back To Main Menu