This month we have invited Edmund Lee CEO & Founder of k-martix Hong Kong. Edmund is in charging the overall company direction and development. Over 10 years experiences on digital intelligence development. He earned his Computer Science degree in Hong Kong Polytechnic University. k-matrix is a digital intelligence solution company based in Hong Kong. Their objective is to enable and to provide best and cutting edge digital intelligence solutions which assist companies in adapting the new version of the Internet and gain the most digital communication and marketing benefits and insights from the fast growing e-community. k-matrix also established development team in Shenzhen since 2007. The team is currently focusing in software development and support for both China and Hong Kong customers and partners.

2. Mission Statement, k-matrix
“Enabling excellence in digital marketing communication
through premier and quality digital intelligence solutions.
Our Mission…

3. 2004
2005
2006
2007
2008
2009
2010
Founded by 4
Mphil & PhD
PolyU graduates
Expanding
office to
mainland
Our Milestones…
Hong Kong Awards
for Industries:
Technological
Achievement
Certificate of Merit
2008
Established
development team
in Shenzhen Intelligence covers
also Mainland and
Taiwan
Selected as one of
30 Incubatees of
HKSTP Program
Cooperated with
PolyU Computing
Dept
Received fund
from SERAP
provided by
HKITC

4. We’re …
Member of Word of mouth Marketing
Association (WOMMA) in Hong Kong
Member of HKIM
(Hong Kong Institute of Marketing)
Honored member and speaker of MEIIAMember of iProA

5. Hong Kong
Macau
Taiwan
Guangdong
Shenzhen
Singapore
Shanghai
Beijing
Bangkok
We’ve served…

6. Across Different Industries
(Finance, Personal Health Care, Retail, Education,
Business and Charity)
Our Clients…

7. We believe public buzz ...
can turn into valuable information ...
and further leveraged as intelligence .

8. Why Digital Intelligence?
Consumer opinions become
increasing decisive in digital
era.
Netizens’ buzz are getting
more and more credibility.
Digital Intelligence is crucial
since the whole market is
spinning around CUSTOMER.

9. from ‘Social Media Monitoring - Top 10 Reasons for Monitoring Brands’
www.toprankblog.com/2008/05/top-10-reasons-for-monitoring-brands-in-social-media
“Actively listening means protecting brand reputation, discovering
opportunities, staying competitive and avoiding runaway crisis.
We need to ...

10. Digital Competitive
Intelligence
Monitoring and
Analysis service
Email and SMS
Marketing service
So we design…

11. Discover insights from ocean of WOM

12. Objectives
Listen to word of mouth
generated from online CGM
help depict WOM pattern, signal and trend
and achieve evaluation goals
for better marketing and PR strategy deployment
and long-term business advancement.
Consumer Generated Media, refers to
various kinds of media content, publicly available,
that are produced by end-users.

13. Harvesting
Filtering
Categorizing
Analyzing
BlogsForums
Social
Network
Online
News
Opinion
Summaries
Discussion
Trends
Sentimental
Drifts
Q&A
Platform
Micro
blogs

14. CI Analytics
• An all-rounded advanced digital WOM analytics tool
CI Focus
• A cost-friendly solution alternating CI Analytics with routine monitoring
CI SoMe
• The first analytics tool for facebook WOM monitoring in HK
CI Insights
• A tailor-made reporting solutions supported by our professional expertise
CI Family

15. Advantages
• 1,300,000,000 posts contributed by 50,000,000 authors
are stored and ready for enquiryLarge Capacity
• Up to 90% CGM in HK and Macau
• Up to 80% in Mainland China and TaiwanBroad Coverage
• Intelligent engine catalyzes 80% reduction in manual
operationHigh Efficiency
• Advanced drill-down feature provides flexibility for
digging consumer intelligence and market insightsFlexible Analysis

16. It seems powerful, then what can you do with it?

17. You can…
Brand Monitoring
Keep track and study your
brand online exposure.
Crisis Management
Alert for potential threat on
brand reputation.
World Expo 2010 opening week, achieved almost 22,000
posts in HK, but the discussion dies slowly….
President of Philippine Aquino III has fairly negative
reputation after the hostage event, what should he do?

18. You can…
Customer Intelligence
Understand the true
concerns of your customers.
Competitors Monitoring
Spy on your competitors and
learn what they have done.
It seems that not all customer like the new favor,
but how bad is it? How can we improve it?
HTC has definitely done something here, but what is it ?

19. You can…
Media Planning
Find out where your audience
are and plan for your next move.
Industrial
Benchmarking
Are you doing good? Try
compare yourself with
others.
Where does McDonald being discussed most?
Where is McDonald audience??
If Langham Place (Lower) was doing good with 18
mil page views, Harbor City (Upper) is doing even
better with 21 mil views in the past 8 months.

20. You can…
Campaign Evaluation
Demonstrate the campaign
performance with detail statistics
for ROI calculation.
Discover Opportunities
Predict potential trends, never
miss out any opportunities .
When searching “Online Banking”, we discover some people in fact talk about how to
use “Online Banking” on smartphones… do these hint a Mobile Banking App?
ettusais Jelly Beans Party has driven 840 posts and
159,000 exposure in just a single week!

21. Understand
consumers
Competitive
insights
Media
planning
Strategy
deployment
PR crisis
Market
research
Benefits

22. Difference between CGM and SNS?
CGM – Consumer Generated Media
Included: Discussion Forums, Blogs, newsgroups and micro-blogs
Characteristics:
1. Active discussion
2. Media decentralized
3. Widely spread story easier.
SNS – Social Networking Site
Such as: Facebook
Characteristics:
1. Less discussion, More sharing
2. Highly centralized, grouping alike people
3. Difficult to spread story than CGM

23. Measurement on CGM
No. of Topic
No. of Post
No. of Author
No. of Websites (media)
No. of View count
Discussion Sentiment

24. Measurement on CGM

25. Measurement on CGM

26. Measurement on CGM – Hot Topics
What are the netizen talking about your brand?
Any potential opportunities for your brand?
Any risk for your brand?

27. Measurement on CGM – Top Websites
Which websites are more correlated to you?
Which websites have more potential consumers?
Which website should you put more marketing spending on?

28. Measurement on CGM – Top Boards
Find out the indication of potential consumers.
Locate positioning of your brand more precisely.

29. Measurement on CGM – Top Authors
Look for the influencers.
Look for the potential gunner.

30. Measurement on CGM –
Author Discussion Profile
Author may be a Gunner

31. Measurement on CGM –
Author Discussion Profile
Author may be a Gunner

32. Measurement on Facebook
Public Groups and Pages
No. of Member or Fan
No. of Wall
No. of Discussion
No. of Event

33. Measurement on Facebook

34. Measurement on Facebook

35. CHCEDO
Social Media Audit Report
Jul 2010
presented by k-matrix

36. Content
Research Objectives & Methodology
Digital WOM Landscape Overview
Customer Generated media(CGM)
Exposure Trend Summary
Discussion Pattern Summary
Discussion Content Abstract
Social Network Service (SNS)
Overview on Top 10 Pages/Groups
Exposure Trend Summary
Engagement Analysis on Most Influential Pages/Groups
Cross-profiles Competitive Analysis
Exposure Benchmarking
Discussion Pattern Research (by Content)
Discussion Pattern Research (by Profile)
Summary & Recommendation
Glossary
36

37. Research Objectives & Methodology
37

38. Research Objectives
To collect digital intelligence of the designated brand by taking advantage
of k-matrix CI.
To be aware of consumers’ ideas towards the designated brand by
researching hot topics online.
To figure out consumers’ consideration of purchasing behaviors of skin care
products.
To provide summary and suggestions in terms of digital intelligence
analysis.
38

39. Methodology
Monitor Period：1/2/2010 – 30/4/2010
Region：Mainland
Source Type：CGM (see Glossary)
Blog
Forum
Newsgroup
News
Profile Name： CHCEDO (自然堂)、OLAY (玉兰油)、L’OREAL (欧莱雅)
39

40. Research Scope
Monitoring Profiles by Keywords
Brand
Alias
Chcedo
自然堂
Olay
玉蘭油
玉兰油
L’Oreal
歐萊雅
欧莱雅
40

41. Research Scope
Data Source
Forums (General)
天涯论坛
都市客论坛
搜狐社区
网易论坛
新浪论坛
广州论坛
人人网论坛
ChinaRen社区
腾讯论坛
上海热线互动社区
大众论坛
聚友社区
中华网论坛
西祠胡同社区
大众点评网
And relevant 37 sites in total
Forums (Female/Fashion)
YOKA时尚论坛
时尚论坛
淘宝社区
淘宝帮派
太平洋女性网论坛
VOGUE时尚网
中国时尚论坛
瑞丽论坛
凤网社区
中国女性时尚论坛
And relevant 19 sites in total
Forums(Life/Leisure)
都市客论坛
篱笆论坛
潮流长安论坛
And relevant 6sites in total
41

42. Research Scope
Data Source
Forums(Sports)
包卜篮球论坛
詹姆斯中文论坛
克里斯·保罗中文网
街盟论坛
And relevant 11 sites in total
Forums(Parenting/Life)
广州妈妈
西安妈妈
新浪亲子女人论坛
中国孕育网
摇篮网
太平洋亲子网
And relevant 10 sites in total
Forum(Investment)
昊天投资论坛
绿茶股票论坛
天易投资论坛
银江论坛
海涛股票论坛
理想论坛
鼎砥投资论坛
福建飞狐论坛
And relevant 12 sites in total
42

43. Research Scope
Data Source
Forums(Business/Foreign
trade)
慧聪网
阿里巴巴论坛
海运俱乐部
合众外贸论坛
福步外贸论坛
外贸网络营销
外贸网络营销(new)
263在线
Forums(Gaming)
街头篮球
中关村在线论坛_游戏社区
一起NBA
Q&A Sites
百度知道
淘宝打听
Forums(Sneaker)
环球鞋网论坛
鞋帮
CN-KIX
触动球鞋论坛
新新球鞋论坛
43

44. Research Scope
Data Source
Forums (Entertaining)
粉丝网主论坛
粉丝网子论坛
众娱网
猪猪乐园
Forums (Lighting)
中国照明网
照明网
照明技术论坛
中国LED网论坛
Forums (Mobile)
网上车市
汽车之友
车天下社区
CHE168
And relevant 10 sites in total
Forums (IT)
ChinaByte论坛
51CTO技术论坛
IT世界网论坛
ITPUB论坛
太平洋电脑网
IT168gameclub论坛
And relevant 23 sites in total
Forums (Photography)
摄出中国
IT168数码影人
44

45. Research Scope
Data Source
Blogs
阿里巴巴BLOG
网易博客
新浪博客
百度空间
天涯博客
And relevant 13 sites in total
Forums (Others)
外企白领论坛
中国宠物论坛-PET86
我爱北京交友聚会网(爱北论坛)
年轻e族
Forums (Architecture/Designing)
建筑论坛
中华室内设计网
Forums (National affairs/Culture)
西岸论坛
中国网和平论坛
And more…
45

46. Digital WOM Landscape Overview
Chcedo
46

47. Digital WOM Landscape Overview – Chcedo
Exposure Trend Summary on CGM
4,102 Netizens
3,033 Topics
7,989 Posts
2,286,794 View Counts
43.6% Websites Coverage
57.5% Sentiment Index*
Trend Overview:
1. YOKA时尚论坛 & 太平
洋女性网论坛 had trial
use campaign.
2. 拍拍网社区 had a “美容
达人” recruitment
campaign.
Statistics:
1 2
47
* Indicating the positive or negative expressions of the posts, version
number will change according to regular update of sentiment index.

48. Digital WOM Landscape Overview – Chcedo
Exposure Trend Summary on CGM
Top 10 Influential Sites
Top Source Category
Post
Count*
Author
Contributio
n (%)
Sentiment
Index(%)
Hot Topic Listing (Top 10)
百度知道 Q&A Sites 1,579 1,108 19.7 58.5
Comparing product across different brands;
Recommendations; Inquiries about fitness
on some products
太平洋女性网
论坛
Forums
(Female/Fashion)
1,088 236 13.6 35.0
Promotional campaign (with trial products) ;
product review and sharing
OnlyLady论坛
Forums
(Female/Fashion)
855 65 10.7 95.0 Promotional campaign, skin-care sharing
大众点评网
Forums
(Female/Fashion)
778 346 9.7 60.2 Skin-care symposium by Chcedo
YOKA时尚论坛
Forums
(Female/Fashion)
700 275 8.8 30.8 Premium promotion, promotional campaign
淘宝社区
Forums
(Female/Fashion)
417 384 5.4 83.5 Product inquiry and recommendation
淘宝打听 Forums(General) 329 129 4.0 50.2
Authentic products purchasing venue
inquiry, products inquiry; new package
inquiry
新浪博客 Blogs 264 210 3.3 70.8 Articles repost (eg. news)
拍拍网社区
Forums
(Female/Fashion)
255 228 3.2 78.8
Promotional campaign, product review and
sharing
西安妈妈
Forums
(Parenting/Life)
170 68 2.1 27.6
National prohibited products list, group
purchasing requests
*Sites ranking is according to no. of posts

49. Digital WOM Landscape Overview – Chcedo
Discussion Content Abstract
•恩 俄用过泊美的保湿乳，还不错啦，用后皮肤多滋润的，是一款性价比
很高的产品
•感觉效果蛮好的，还会继续买的，挺滋润的，感觉用过以后皮肤紧致多了
•自然堂的护肤品还不算很贵，效果还不错。
For
•只是霜太油了，如果是干性肌肤就会很适用！！
•价位还可以，但是效果一般，虽然是补水的，但不好吸收的感觉，用完还
是有点干
Neutral
•为什么用完自然堂娇颜再生紧致眼霜会起痘痘
•还有自然堂的娇颜再生紧致面膜（才使用过一次）！现在用了后，眼角和
嘴角特别干！皮肤伴有红肿脱皮，还有点痒！
•一点都不好用，不保湿，而且还油，还连带着有点过敏。真是晕死，自然
堂怎么老出这种性价比严重失调的产品。还补水，补油漏水还差不多
Against
49
*Abstract from 太平洋女性网论坛、百度知道， YOKA时尚论坛

50. Digital WOM Landscape Overview – Chcedo
Overview of Top 10 Pages/Group
No relevant Pages/Groups of Chcedo
50
Groups
Pages
Handling
0
0
Monitored
0
0
Ignored
428
1

51. Digital WOM Landscape Overview – Chcedo
Exposure Trend Summary on Top 5 Pages/Groups
51
*Monitoring begins from 1st Jul 2010，time span is last 1 month
* *Influence of pages and groups is measured by no. of fans and relevance of content
0 Groups with 0 Fans 0 Pages with 0 Fans
•0 Posts
•0 Authors
Walls
•0 Topics
•0 Posts
•0 Authors
Discussions
•0 People being invited
•0 Posts
•0 Authors
Events
No Relevant Data
•0 Posts
•0 Authors
Walls
•0 Topics
•0 Posts
•0 Authors
Discussions
•0 People being invited
•0 Posts
•0 Authors
Events

52. Digital WOM Landscape Overview – Chcedo
Engagement Analysis on Most Influential Pages/Groups
52
No relevant Pages/Groups of Chcedo

53. Digital WOM Landscape Overview
OLAY
53

54. 11,800 Netizens
9,717 Topics
28,818 Posts
6,304,364 View Counts
58.9% Websites Coverage
48.7% Sentiment Index*
1. OLAY MEN new series
discussion
2. OLAY MEN free trial use
promotion
Statistics:
21
54
Digital WOM Landscape Overview - OLAY
Exposure Trend Summary on CGM
Trend Overview:
* Indicating the positive or negative expressions of the posts, version
number will change according to regular update of sentiment index.

55. Top Source Category Post Count* Author
Contribution
(%)
Sentiment
Index (%)
Hot Topic Listing (Top 10)
大众点评网 Q&A Sites 6,464 1,541 22.4 50.3
promotional campaign, product review and
sharing
YOKA时尚论坛 Forums
(Female/Fashion)
4,170 1,603 14.5 36.0
promotional campaign (with OLAY new
product) ; product review and sharing
时尚论坛 Forums
(Female/Fashion)
3,080 580 10.7 32.3
promotional campaign (with trial products) ;
product review and sharing
百度知道 Q&A Sites 3,005 1,791 10.4 54.5
Comparing product across different brands;
Recommendations; Inquiries about fitness
on some products
OnlyLady论坛 Forums
(Female/Fashion)
1,137 221 3.9 79.4 Premium promotion, promotional campaign
广州妈妈 Forums
(Parenting/Life)
1,123 349 3.9 54.3 Premium promotion, promotional campaign
新浪博客 Blog 1,109 887 3.8 63.5 Articles repost, price list of products
淘宝社区 Forums
(Female/Fashion)
790 716 2.7 80.5
Method of distinguishing between authentic
and counterfeit OLAY products, promotional
campaign, product review
新浪亲子女人论坛
Forums
(Parenting/Life)
740 170 2.6 85.3 Premium promotion
时空网 Forums(General) 722 60 2.5 19.1 Premium promotion
55
*Sites ranking is according to no. of posts
Digital WOM Landscape Overview – OLAY
Exposure Trend Summary on CGM
Top 10 Influential Sites

56. •OLAY水漾里的保湿露.很水,味道还好~分量很足~适合混合跟油性皮
•一直怀念她家的保湿露，39元一瓶的那个，觉得可以跟倩碧啫喱黄油媲美，
性价比超高
For
•我觉得新包装还好,男士系列太丑了 / 真的？瓶子太丑了，没点美学感Neutral
•这么说来用OLAY的人还是挺多的啊。好久么用过这个牌子了，偶尔在柜台
试试总觉得不好，质感要么太稀要么太粗糙。
•我用了过敏
•在试用olay哦，感觉有点干，保湿不好
Against
56
*Abstract from太平洋女性网论坛、百度知道， YOKA时尚论坛
Digital WOM Landscape Overview – OLAY
Discussion Content Abstract

57. Type Page/Group Name No. of Fans
Fans
Contribution(%)
No. of Wall
Posts
Wall
Contribution(%)
No. of
Discussion Posts
Discussion
Contribution (%)
No. of Events
Page Olay Philippines 48,110 69.7 % 14 14.7 % 0 0 0
Page Olay Natural White 8,793 12.7 % 16 16.8 % 0 0 0
Page Olay Body Care 4,961 7.2 % 30 31.6 % 0 0 0
Page OLAY 4,364 6.3 % 5 5.3 % 0 0 0
Page
Olay Australia & New
Zealand
811 1.2 % 17 17.9 % 0 0 0
Page OLAY 636 0.9 % 0 0 0 0 0
Page Olay FM 630 0.9 % 0 0 0 0 0
Page Olay Total Effects 264 0.4 % 0 0 0 0 0
Group OLAY 229 0.3 % 13 13.7 % 0 0 0
Page Olay Total Effects Body Wash 187 0.3 % 0 0 0 0 0
57
Groups
Pages
Handling
3,056
130
Monitored
1
9
Ignored
1,045
84
Digital WOM Landscape Overview – OLAY
Overview of Top 10 Pages/Groups

58. Discussions
Events
Wall Posts
Fans
0% 20% 40% 60% 80% 100%
Discussi
ons
Events
Wall
Posts
Fans
Olay Philippines 0 0 14 48,110
Olay Natural
White
0 0 16 8,973
Olay Baby Care 0 0 30 7,961
OLAY 0 0 5 4,364
Olay Austrailia &
New Zealand
0 0 17 811
58
0 Groups with 0 Fans 5 Pages with 67,039 Fans
*there has no Events and Discussions in the last month
Top 5 Most
Influential
Page/ Groups
*Monitoring begins from 1st Jul 2010，time span is last 1 month
* *Influence of pages and groups is measured by no. of fans and relevance of content
•0 Posts
•0 Authors
Walls
•0 Topics
•0 Posts
•0 Authors
Discussions
•0 People being invited
•0 Posts
•0 Authors
Events
•83 Posts
•35 Authors
Walls
•0 Topics
•0 Posts
•0 Authors
Discussions
•0 People being invited
•0 Posts
•0 Authors
Events
Digital WOM Landscape Overview – OLAY
Exposure Trend Summary on Top 5 Pages/Groups

59. Page Name Olay Philippines
No. of Fans 48,110
Earliest Post Found 17 Mar, 2010
Publish Frequency Almost once a day
Major Topics Contest, products photo, video clips,
conversation
Engagement Level Very high
Language English
Remark - OLAY creates individual pages for different
regions
Content Abstract
59
Facebook
Digital WOM Landscape Overview – OLAY
Engagement Analysis on Most Influential Pages/Groups

60. 60
Digital WOM Landscape Overview
L’OREAL

61. 27,424 Netizens
27,299 Topics
73,721Posts
8,763,901View Counts
67.4% Website Coverage
42.3% Sentiment Index*
1. Netizens received L’Oreal
Hydrafresh All Day
Freshness Moisture Gel trial
package
2. Complain about counter
service; L’Oreal make-up
course sharing
Statistics:
1
2
61
* Indicating the positive or negative expressions of the posts, version
number will change according to regular update of sentiment index.
WOM Overview:
Digital WOM Landscape Overview – L’OREAL
Exposure Trend Summary on CGM

62. Digital WOM Landscape Overview – L’OREAL
Exposure Trend Summary on CGM
Top 10 Influential Sites
Top Source Category
Post
Count*
Author
Contribut
ion (%)
Sentiment
Index (%)
Hot Topic Listing (Top 10)
YOKA时尚论坛 Forums
(Female/Fashion)
12,421 3,198 16.8 32.8 Product review and sharing, premium promotion
百度知道 Q&A Sites 11,573 5,135 15.7 55.5
Comparing product across different brands;
Recommendations; Inquiries about fitness on
some products
大众点评网 Forums (General) 10,161 2,545 13.8 43.0
Premium promotion, trading request, product
recommendation
新浪博客 Blog 2,891 2,148 9.0 65.5 Event news, articles repost
淘宝社区 Forums
(Female/Fashion)
2,630 2,147 3.9 69.9
Method of distinguishing between authentic and
counterfeit products, product quality inquiry
西祠胡同社区 Forums (General) 2,334 905 3.6 55.2 Trading request
OnlyLady论坛 Forums
(Female/Fashion)
1,976 572 3.2 66.2 Product review and sharing
广州妈妈 Forums
(Parenting/Life)
1,805 359 2.7 48.1 Premium promotion, trading request
淘宝打听 Forums (General) 1,768 425 2.4 55.1 product quality inquiry, seek for recommendation
19楼 Forums (General) 1,764 861 2.4 38.3
Premium promotion, trading request, product
review and sharing
62
*Sites ranking is according to no. of posts

63. •从去年开始一直用欧莱雅的，觉得保湿效果不错
•欧莱雅清 润眼霜来说，这款眼霜保湿效果好的多
•便宜又好用啊 而且不容易过敏
For
•前段时间收到“欧莱雅”的 试用装 其中包括水润面膜 带着试试看的态
度试用了一下 用完明显感觉到脸部很舒服 不紧 但是很有弹性 不油 但是
很滋润
Neutral
• 花了血本300元买的巴黎欧莱雅“金致臻颜”系列眼霜里竟然发现了一段
黑色的丝条状异物…
• 这欧莱雅也有传说中的地沟油。。。。 好惊险啊。。。
Against
63
*Abstract from太平洋女性网论坛、百度知道， YOKA时尚论坛
Digital WOM Landscape Overview – L’OREAL
Discussion Content Abstract

64. Type Page/Group Name No. of Fans
Fans
Contribution(%)
No. of Wall
Posts
Wall
Contribution(%)
No. of
Discussion Posts
Discussion
Contribution (%)
No. of Events
Page L'Oréal Paris USA 288,899 81.0 % 15 5.5 % 0 0 0
Page L'Oréal Paris 19,531 5.5 % 32 11.7 % 0 0 0
Page L'Oréal Paris France 12,857 3.6 % 55 20.1 % 0 0 0
Page
Si toi aussi tu utilisais le
shampooing l'Oréal Kids quand
tétait petit.
8,738 2.4 % 15 5.5 % 0 0 0
Page L'Oréal Paris 8,168 2.3 % 47 17.2 % 0 0 0
Group L'Oréal 4,606 1.3 % 0 0 0 0 0
Page
Texture Expert USA - L’Oréal
Professionnel
4,069 1.1 % 38 13.9 % 0 0 0
Group L'Oréal 3,518 1.0 % 0 0 0 0 0
Page L'Oréal Paris | Γιατί σας Αξίζει 3,228 0.9 % 38 13.9 % 0 0 0
Page L'Oréal paris en Algerie 3,051 0.9 % 34 12.4 % 0 0 0
64
Groups
Pages
Handling
825
217
Monitored
2
8
Ignored
10
3
Digital WOM Landscape Overview – L’OREAL
Overview of Top 10 Pages/Groups on SNS

65. Discussions
Events
Wall Posts
Fans
0% 20% 40% 60% 80% 100%
Discussi
ons
Events
Wall
Posts
Fans
L'Oréal Paris USA 0 0 15 288,899
L'Oréal Paris 0 0 32 19,531
L'Oréal Paris
France
0 0 55 12,857
Si toi aussi tu
utilisais le
shampooing
l'Oréal Kids quand
tétait petit.
0 0 15 8,738
L'Oréal Paris 0 0 47 8,168
65
0 Groups with 0 Fans 5 Page with 338,193Fans
•0 Posts
•0 Authors
Walls
•0 Topics
•0 Posts
•0 Authors
Discussions
•0 People being invited
•0 Posts
•0 Authors
Events
•164 Posts
•5 Authors
Walls
•0 Topics
•0 Posts
•0 Authors
Discussions
•0 People being invited
•0 Posts
•0 Authors
Events
*Monitoring begins from 1st Jul 2010，time span is last 1 month
* *Influence of pages and groups is measured by no. of fans and relevance of content
Digital WOM Landscape Overview – L’OREAL
Exposure Trend Summary on Top 5 Pages/Groups
*there has no Events and Discussions in the last month
Top 5 Most
Influential
Page/ Groups

66. Page Name L’Oreal Paris USA
No. of Fans 288,899
Earliest Post Found 08 Aug, 2009
Publish Frequency Almost once a day
Major Topics Conversation, products photos, promotions
Engagement Level Very high
Language English
Remark -This page mainly serves USA customer
-L‘Oreal has different fan page for each region
Content Abstract
66
Facebook
Digital WOM Landscape Overview – L’OREAL
Engagement Analysis on Most Influential Pages/Groups

67. Cross-profiles Competitive Analysis
67

68. Exposure Benchmarking
Customer Generated Media
1 2
WOM Trend Summary
1. Influenced by Spring Festival Holidays, post count has dropped slightly in the first half of Feb.
2. With seasonal changes, promotion with trial products, plus progressive awareness of skin care,
an upward trend has been induced in the first half of April.
In general, L’Oreal has relatively more products than the other brand, resulting in the biggest number
of post count within the monitoring period.
68
0
2000
4000
6000
8000
自然堂 玉兰油 欧莱雅Chcedo Olay L’Oreal

69. Website Coverage(WC) Post Per Author(PPA) Post Count(PC)
CHCEDO 43.6%(-22.97%) 1.95 (+4.84%) 7,993(-78.31%)
OLAY 58.9% (+4.06%) 2.44 (+31.18%) 28,818 (-21.78%)
L’OREAL 58.9% (+4.06%) 1.59(-14.52%) 73,721 (+100.09%)
Average 56.6% (0.00%) 1.86 (0.00%) 36,844 (0.00%)
Exposure Benchmarking
Brand
WC
PPA
PC
Size: Post Count
Compared with OLAY and L’Oreal,
Chcedo has the lowest Post Counts
and Website Coverage, indicating
that the brand exposure of Chcedo
has lots of room for improvement.
With sound reputation, post count
of L’Oreal has a notable advantage
among all three brands.
Among 3 brands，PPA of netizens
who discussed OLAY is 2.44，which
is not only higher than that of
L’Oreal，but also reflecting a
higher engagement of OLAY’s
netizens.
69
Keys
WC
PPA
ExposureBenchmarking
Customer Generated Media
CHCEDO
43.60%
1.95
7,993
OLAY
58.90%
2.44
28,818
L'OREAL
58.90%
1.59
73,721
Average
56.60%
1.86
36,844
0.1
0.6
1.1
1.6
2.1
2.6
3.1
40.00% 45.00% 50.00% 55.00% 60.00% 65.00%
CHCEDO OLAY L'OREAL Average

70. Discussion Pattern Research (by Content)
Integrated Analysis
Moisturizing
Effect
Performance
-price Ratio
Other
Discussion
CHCEDO
Very nourishing, moisturizing,
suitable for oily skin
Generally affordable, but some
products have low
performance-price ratio
活泉 series is moisturizing enough
yet may not be suitable for all skin
type
彈力 series has quite a lot of positive
comment, yet some people has
reported that it may cause allergy
L’Oreal
Good moisturizing effect,
comfortable
Price is affordable, and not
easily cause allergy
People favor L’Oreal
spokesmen
OLAY
Comments are fairly neutral on
moisturizing effect
Negative comment on
customer service at counter;
but a discontinued
moisturizing product has fairly
positive comment
Some people are found allergic
to OLAY products
70

71. Discussion Pattern Research (by Content)
Summary of Netizens on CGM
Among three profiles，
relevant brands are most
frequently mentioned in these
five sites：
– 百度知道
– OnlyLady论坛
– 大众点评网
– YOKA时尚论坛
– 淘社区
According to the charts on the
left, netizens with the
following characteristics are
usually exposed to the three
brands：
– 25-34
– Degree Holder
– Annual Income ranged from 30k to
60k** (income slightly below
average)
Age
Education
Annual Income
*Data Source: www.alexa.com
**Currency cannot be shown on alexa
due to privacy issue.
71
Above averageBelow average

72. Discussion Pattern Research (by Profile)
Discussion Pattern of Netizens on CGM
Products of these 3 brands are easily
discussed in the forums categorized
in ”Female / Fashion”
Netizens prefer to ask others for the
comparison between varied brands
and products in「百度知道」, and
also seek for suggestions whether fit
or not.
Many netizens discuss about
counterfeit problem and products
quality in 「淘宝社区」.
Netizens with ”No College” are
comparatively much easier to get in
touch with topics related to quality of
products as well as recommendations
Topics which can easily be turned into
hot discussion by netizens with 60k -
100k annual income (higher level of
salary) are usually:
– Promotional campaign with trial product
– Product review and sharing
*Data source: Alexa (www.alexa.com)
Top Source 百度知道 OnlyLady论坛 大众点评网 YOKA时尚论坛 淘宝社区
Site Type Q&A Sites Forums (Female/Fashion)
CHCEDO Topic Comparing
product across
different
brands;
Recommendat
ions; Inquiries
about
suitability on
some
products
Campaign
promotion, skin-
care sharing
Skin-care
symposium
Premium
promotion
inquiry of
quality and
advice
OLAY Topic
Premium
promotion
Promotional
campaign,
product reviews
Promotional
campaign with
trial product
distinguishing
between the
authentic and
counterfeit,
inquiry of
product qualityL’OREAL Topic
Product review &
sharing
Premium
promotion,
trading requests
advices
Product review
and sharing on
trial product
Education
Annual Income
72

73. Summary & Recommendation
73

74. Integrated WOM Analysis
Factors of purchasing skin care products consumers concerned
Online sharing of free trial use after campaign
Performance-price ratio
Coordination between age and brand (Olay fits senior
women more)
Effect of using product
Product ingredients (especially some prohibited
ingredients), allergy testing, etc.
Product Packaging
74

75. Recommendation
Create online WOM
Channels
•OnlyLady论坛
•大众点评论坛
•YOKA论坛
•淘宝小区
Topics
•Promotion campaign
•Premium / discount news
•New products information
Strategy
•Create news by gunners before events
•Put up banner-ad during event and
initiate discussions by gunners
Engage potential
customers
Channels
•OnlyLady论坛
•大众点评论坛
•YOKA论坛
Topics
•New product press conference
•Trial product
•Skin-care symposium
Strategy
•Make potential customers use new
products and share the feeling
•Engage in the discussion like ”…which
product fit me?” guide potential
customers
Keep customer
loyalty
Channels
•百度知道
•淘宝小区
•Facebook /人人网/开心网
Topics
•new product trial-use for VIP
•Continuous news publishing
•Product review and sharing
Strategy
•Create page in social media, and
proactively communicate with
existing customers
•answer posts of varied products on
some sites like 百度知道 to
increase commitment
75

76. Recommendation
•Some products have zero post found across the net, which may take into consideration that
implement some trial-use campaigns so as to strengthen customers’ awareness of new products.
Awareness
Strengthening
•Customers will choose brands in accord with age, positioning of brand would be a constraint of
customer base development. To widen age strata of target customer, it should develop products
aimed at customers from every age group, strengthen effect of promotion coordinated with
appropriated channels
Audience
Segmentation
•Due to strong interests of customers using free trial, after-use sharing and WOM will directly
influence purchasing willing of potential customers as an evaluation and suggestion of new products.
Cooperating with more online platforms (social media, blog, BBS) or traditional media(magazine
about female, wedding, girls) implementing trial-use campaign or doing soft sale can be the trend of
promotion.
Free Product
Trial
•Catering to the boom of wholesale enthusiasm, cooperating with e-commerce platform can take into
consideration. Strengthen online promotion, provide consumers with believable e-commerce service,
combat the counterfeit, and maintain brand reputation.
Be Trendy
•Deep understanding can help better promotion strategy deployment for target audience. At the
same time, being respondent to any negative evaluation instantly can prevent brand reputation from
damaging.
Mindset
Recognition
76

77. Glossary
77

78. Glossary
CGM ： Consumer Generated Media, including forums, blogs, newsgroup, and online instant news.
Topics Count：The beginning of the first post. The more the count, the more the related keywords are discussed
on the net
Post Count：All replied post. The more the count, the higher the exposure of the related keywords
Author：Unique number of people who have engaged in related discussion.
Websites Count：The number of websites that related discussions have spread, reflecting the exposure of related
keywords across the net.
Boards Count：The number of boards of all websites, reflecting the exposure of related keywords across the net.
Post Spread：The distribution of related keywords across a website. A high spread implies related keywords are
more easily to be found (across the site), while a low spread implies the related keywords are in fact very localized
in certain boards only.
78

79. www.kmindex.asia
Social Media Benchmarking Platform

80. Tel:
(852) 3599 5473
Email:
sales@kmatrixonline.com
Website:
www.kmatrixonline.com
Facebook Page:
www.facebook.com/KMatrix
Address:
Unit 206, 2/F, Lakeside 2 (Bldg 16),
No. 10 Science Park West Avenue,
Hong Kong Science Park, Shatin, N.T.
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