2. ABOUT IWOM WATCH 什么是网络口碑网论观察: CIC网络口碑网论观察,包括对互联网热点话题、社区文化、最新营销案例三部分内容观察,经由CIC分析师的深度解读,让您于第一时间掌握消费者洞察和数字营销资讯。 作为专业的社会化媒体及网络口碑分析咨询公司, CIC热衷关注网络上的热点事件,并且自2006 年起每月发布网络口碑网论观察月报。不仅是对中国“营销2.0和公关2.0”信息的及时更新,能为品牌,代理制定网络口碑营销战略计划时提供参考。网络口碑网论观察也是CIC为多数客户提供的长期服务之一。 本册网络口碑网论观察合集,精选了自2006年至2010年间有关营销案例部分的7个类别共34篇文章,其中21篇经过整理提供了中英文版本并印刷成册(全部文章请参阅随书附赠的光盘),为您展示过去4年中网络口碑网论观察的精彩内容。 What is IWOM watch: A monthly trend guide making sense of hottest buzz, unique online culture as well as dissecting case studies of online marketing campaigns seen in the past month. As a professional social media & Internet Word of Mouth (IWOM) consultancy, we always pay close attention to the latest hot issues online and issue IWOM watch reports every month since 2006. It serves as a timely update of "Marketing 2.0 and PR 2.0" in China and can be used as a reference for IWOM strategy planning. It is part of CIC's retainer service package for many of our clients. For this IWOM watch compilations, we collected 34 articles and combine into 7 categories, 21 articles in bilingual are printed out for this book (you can get all articles in CD contained in book), which offer various highlights of our IWOM watch content covering 4 years at a time. 本网络口碑网论观察中的多数图片与相关引用均来自互联网公开信息,凡带CIC字样的图片均为CIC公司所有。任何对本网络口碑网论观察中任何内容的不当使用都将被视为对CIC知识产权的侵犯,CIC有权诉诸于法律。
12. P17 What are companies doing on video sharing sites - Chelsea FC launched its own channel on YouTube
13. 病毒视频风暴席卷品牌而来 Carlsberg’s viral videos gains popularity online 嘉士伯病毒视频走红网络 IWOM quotes 这是冰纯嘉士伯送给球迷的礼物吗?Link Is this a gift that Carlsberg gave to the Chinese football fans? IWOM quotes 太无聊了,做一个就好了,老做这种有什么意思了Link One video is enough. Why always doing this. It’s meaningless. IWOM quotes 我始终相信中国队早晚有一天会夺得世界杯冠军的!Link I still believe that China would win the World Cup someday! Summary During the World Cup, Carlsberg launched three viral videos for Chinese football fans. In these videos, China took on world class football teams such as Argentina, France and Brazil in competitions such as “mahjong, chafing-dish and ping-pong”, in an effort to promote the Carlsberg brands spirit – “have fun”. In addition to creating lots of buzz online the majority of comments posted around the vials were positive and netizens liked how the brand addressed Chinese football fans’ dreams of winning the World Cup. However, a few netizens did feel aesthetic fatigue, as they felt that one spoofing video was enough and that repeated videos in the same style only made them feel bored. 5 | Source: June, 2010
14. 病毒视频风暴席卷品牌而来 Carlsberg’s viral videos gains popularity online 嘉士伯病毒视频走红网络 网络口碑摘录 这是冰纯嘉士伯送给球迷的礼物吗?Link Is this a gift that Carlsberg gave to the Chinese football fans? 网络口碑摘录 太无聊了,做一个就好了,老做这种有什么意思了Link One video is enough. Why always doing this. It’s meaningless. 网络口碑摘录 我始终相信中国队早晚有一天会夺得世界杯冠军的!Link I still believe that China would win the World Cup someday! 概要 在世界杯比赛期间,嘉士伯为广大的中国球迷发布了三个病毒视频。在这些视频里,中国队与同一小组里的世界一流强队,阿根廷队、法国队和巴西队进行麻将,吃火锅与乒乓球比赛,并获得了最终胜利。努力传达出嘉士伯“玩乐”的品牌精神。 除了制造大量的在线舆论,大多数评论所透出的都是一种肯定的态度。网民们很喜爱这种品牌传达中国球迷对于赢得世界杯梦想的行为。然而,有一些网民却感觉审美疲劳。因为他们认为,一个恶搞视频已经足够,那些不断重复的同一风格的影片只会让他们厌烦。 6 | 来源:2010年6月刊
15. 病毒视频风暴席卷品牌而来 Carlsberg’s viral videos gains popularity online 嘉士伯病毒视频走红网络 Sony Ericsson Viral Video Nokia Viral Video IWOM quotes 看样子是本人,不过最后的诺基亚乐随享告诉我是广告 Link It was Csun Yuk Zhang himself. But the title in the end of the video “Nokia music sharing” showed it was a commercial. IWOM quotes 哈哈,笑死我了 Link It’s so funny! It’s really killing me! 太帅了 爱死他了 姿势那么帅 Link The way he played cell phone was so cool. I love it. CIC View More and more brands are using viral videos to build their brand images online or to promote their products i.e. Sony Ericsson, Nokia, Alibaba and Cruze. And while some of them due to having innovative ideas are praised, others are often criticized for being too commercial and cheap making it harder for brands to attract the exposure originally sought. Carlsberg wisely chose the World Cup to spread its concept of “having fun”, and hence the videos focused on the Chinese netizens’ interests rather than the actual topic itself. We suggested that if brands want to create viral videos that they first look to see what online videos or discussion are popular among their target audience and then following on form this they create viral videos around these topics. 7 | Source: June, 2010
16. 病毒视频风暴席卷品牌而来 Carlsberg’s viral videos gains popularity online 嘉士伯病毒视频走红网络 索爱病毒视频 诺基亚病毒视频 网络口碑摘录 看样子是本人,不过最后的诺基亚乐随享告诉我是广告 Link It was Csun Yuk Zhang himself. But the title in the end of the video “Nokia music sharing” showed it was a commercial. 网络口碑摘录 哈哈,笑死我了 Link It’s so funny! It’s really killing me! 太帅了 爱死他了 姿势那么帅 Link The way he played cell phone was so cool. I love it. CIC 观点 众多品牌开始将病毒性视频作为促进某些产品销售的一种手段。例如,索爱、诺基亚、阿里巴巴和科鲁兹。虽然其中一些由于作品所散发出的创新概念而受到赞扬,但是其他的视频却经常被批评为过于商业和廉价,这无疑加大了品牌吸引公众注意的难度。 嘉士伯明智地选择了在世界杯期间传播其“玩乐”的概念,因此,这个视频的重点是中国网民的兴趣所在,而不是作品主题本身。我们建议,如果品牌想要制造病毒视频,首先请仔细研究他们目标受众之中什么样的在线视频或讨论是受欢迎的,然后按照这个形式,围绕相关主题制造病毒视频。 8 | 来源:2010年6月刊
17. 病毒视频风暴席卷品牌而来 Nokia's Viral Videos generate intense buzz 诺基亚病毒视频风靡网络 IWOM quotes: 恶心了,很单纯的行为被贴上了商业的标签…… Link It’s disgusting to make such a simple action into a commercial. 诺基亚你有病吧。铁公鸡。 Link What’s wrong with Nokia. Cheapskate. IWOM quotes: 是广告哇,不过挺好玩的,呵Link This is a commercial and it’s very interesting. 很明显是个很牛B广告!Link Obviously, this is a cool commercial. Summary Nokia launched two viral videos for the X6 model. One video features well-known singer Zhang Zhenyue acting as a lounge singer performing for spare change in an underground passage in Beijing. The other one has famous actress and singer Karen Mok show up at a girls’ dormitory. Nokia’s viral videos were innovative and generated hot online buzz. The overall online buzz regarding Nokia’s commercials was positive. The videos were considered innovative, interesting and cool, especially Karen Mok’s video which was praised for being surprising and remarkable. However, Zhang Zhenyue’s video received some negative feedback, being perceived as considered too commercial and cheap. 9 | Source: May, 2010
18. 病毒视频风暴席卷品牌而来 Nokia's Viral Videos generate intense buzz 诺基亚病毒视频风靡网络 网络口碑摘录: 恶心了,很单纯的行为被贴上了商业的标签…… Link It’s disgusting to make such a simple action into a commercial. 诺基亚你有病吧。铁公鸡。 Link What’s wrong with Nokia. Cheapskate. 网络口碑摘录: 是广告哇,不过挺好玩的,呵Link This is a commercial and it’s very interesting. 很明显是个很牛B广告!Link Obviously, this is a cool commercial. 概要 诺基亚发布了2则病毒视频为其新手机X6宣传造势,其中一则由知名歌手张震岳饰演在北京地下通道卖唱的街头艺人。另一则视频是著名影歌双栖艺人莫文蔚现身女生宿舍。诺基亚的病毒视频颇具创意并成功引发网络热议。 诺基亚此次商业行为在网络上收获的言论大多是正面的。网民普遍认为这些视频有创意,有意思,很酷,尤其莫文蔚的惊艳露面让人印象深刻。不过,也有一些负面言论指责张震岳的视频太过商业化而显得廉价。 10 | 来源:2010年5月刊
19. 病毒视频风暴席卷品牌而来 Nokia's Viral Videos generate intense buzz 诺基亚病毒视频风靡网络 Nokia Bruce Lee Viral Video Cruze Viral Video Alibaba Viral Video CIC View Viral videos are videos which spread as fast as a virus to build brand image or promote products. CIC has been watching this aspect for several years. Through the immense coverage and amazing propagation velocity of viral videos, the effect of a certain promotion or campaign can be seriously enhanced. Nokia isn’t the first brand that takes on this alternative marketing approach, nor the most successful one. Brands like Baidu, Alibaba and Cruze had promising experiences in this field. However, not every viral video used for commercial purposes is helpful. Viral videos are a double-edged sword. If the viral video is not carrying a positive image of the brand or product, the crisis will spread even faster than rumors. Whether a viral video is a good influencer for brands or not depends on the content and design. As we suggested, brands should pay more attention when planning and designing viral videos. 11 | Source: May, 2010
22. it can get attention of those who pay more attention to non-traditional media channels (i.e. China netizens)
23. it could be much more cheaper than broadcasting it on TV
24. most importantly, video sharing sites’ sharing and comment function could facilitate netizens’ good buzz (jetBlue video got 468 comments by March 13) immediately which could ultimately turn such PR response into a big viral event for companiesFor jetBlue, it not only has the right attitude, but also the powerful tool to leverage its promise to customers. | Source: February, 2007
29. 15 病毒视频风暴席卷品牌而来 “Arm-Swinging Man” gains rapid popularity online 京城地铁甩手男视频网上走红 ay 21 st IWOM quotes 也可能是iphone 里面也有这类的~/ It could be an iphone, because it has such kind of game link 这哥们够搞笑···不过看样子不是无意之举了 / This guy is really funny, but it doesn’t seem unrehearsed. link 真的假的呀~怎么感觉象在拍广告啊。/ Is it true? Why I feel it is like a commercial ad.link May 21 st May 21 st Summary An online video called “Beijing Arm-Swinging Man” (甩手男) recently earned quick popularity online. The video attracted a huge amount of visitors on video sharing sites such as Youku and Tudou, and its URL was widely forwarded via email. Online discussions around the video focused on what phone was in the video and whether it was a commercial ad or user generated content. It was soon discovered to be a viral ad produced by Sony Ericsson for its F305c mobile phone. | Source: January, 2009
30. 16 病毒视频风暴席卷品牌而来 “Arm-Swinging Man” gains rapid popularity online 京城地铁甩手男视频网上走红 Netizens’ feedback towards “Arm-Swinging Man” after knowing it was a viral ad. ay 21 st IWOMquotes: 笑死我了……不过后来看到是个宣传广告,感觉被忽悠了,NND……又被强奸了/ It’s really funny. But after I know it was an ad, I feel I was cheated.link 广告,但是做的很没新意,很失败/ It is a video ad. But it lacks creativity. link 实际上这个是索尼爱立信的F305C的宣传广告....但是不得不说这个广告太失败了,完全是替他人做嫁衣,一不小心成了IPhone的广告。/ Actually, it is a viral video produced by Sony Ericsson for its F305c mobile phone. I have to say this ad is a failure. It looks like an ad for iphone. link May 21 st May 21 st Summary When netizens found the video was a viral ad, the buzz turned to negative. Some felt that they were cheated, some criticized the ad was lacking in creativity, and others thought the ad was unsuccessful since it looks like an ad for iphone rather than for Sony Erisson. There is a potential risk when a “supposed user generated content” turned out to be a viral ad.Netizens won’t be against commercial, but they don’t like being fooled. In addition, as for viral ads, clear information delivery is also important to make sure netizens not misunderstand the branding and other key elements. | Source: January, 2009
31. 17 病毒视频风暴席卷品牌而来 What are companies doing on video sharing sites - Chelsea FC launched its own channel on YouTube 看公司如何进一步运用视频分享网站 -切尔西俱乐部在YouTube开设专属频道 ay 21 st Summary Chelsea football club has opened a specific channel on the most popular video sharing site YouTube to show archived footage and daily news, becoming the first Premier League club to do so. "We are delighted to work with YouTube," Chelsea Chief Executive Peter Kenyon said in a statement. "Chelsea is the first football club to move into what is clearly one of the fastest growing new media platforms.” May 21 st CIC View One of video sharing site’s services is to provide a code for netizens to embed the video into their personal online spaces like blog. What does it mean if 1,000 passionate fans embed a certain brand’s awesome TVC in their blogs? 1,000 private TV stations and a widely spread but connected fan club? Brands usually do not have the big budget to broadcast a video for a long period. But, their fans/loyal consumers would probably help them spread the brand perception for as long as possible. Note: see more related analysis about making use of video sharing sites in CIC watch Jan.1-15, 2007. | Source: January, 2009
33. APPENDIX 2006 – 2010Topics of IWOM watch Sep(1st)- Eat McDonalds hamburger and get Taobao coupon Sep(2nd)- From “ShaiKe” to “ShaiHei” Oct(1st)- Will real name system strengthen social network sites? Oct(2nd)- IBM plans to remove the blocks between different virtual worlds Nov(1st)- Netizens love joining in controversial brand related conversation Nov(2nd)- IWOM made OMO change its TVC? Dec (1st)- Ku6 triggered netizens’ buzz through “Paike/拍客” concept Dec (2nd) - Motorola Q8 cooperates with Tuzki 2007 2nd half year review (Jul - Dec) Year 2006 Jul (1st) - AMD chooses world’s hottest blogger Xu Jinglei as spokesperson Jul (2nd) - Welcome to the crisis 2.0 era Aug (1st)- Lycra My Hero – new business on eBay Aug (2nd)- Only great brands have online fan base? The Chery Army sounds-off online Sep(1st)- “Gate” incidents frequently appears online in 2006 Sep(2nd)- Most wanted – hunt Accord Girl through video Oct(1st)- What kind of corporate blog fits your company? Oct(2nd)- KFC’s Cyberspace Woes Continue Nov(1st)- Want to engage / cooperate with e-fluencers? Let them stay independent for credibility Nov(2nd)- Electronics retailer BestBuy sponsors gadget shopping blog – e-fluencers’ voice matters Dec(1st)- Shanghai VW extends POLO experience into virtual gaming world 2006 2nd half year review (Jul - Dec) Nov(1st)- SNS encourages netizens to write reviews and express opinions Nov(2nd)- The Shan Zhai Spring Festival Gala highly anticipated by netizens 2008 2nd half year review (Jul - Dec) Year 2009 Jan - Spring Festival online markets explode in popularity Feb - Valentine logos on search engines creates buzz online Mar - Education 2.0: New Oriental Promotes Q&A services Apr - April Fools’ Day - A festival for netizens May - Lohas juice successfully promotes its brand on the game ‘Kaixin Garden’ Jun – Social Media Getting Closer to Real Life 2009 1st half year review (Jan - Jun) Jul – When We Live Together Online Aug – The Birth of New Entertainment Ways Sep – We are the Chinese Youth Generation! Oct – The Ever Evolving Internet Nov – Internet amplifies the impact of offline events Dec - “Have you been ‘low-carbon’ today?” 2009 2nf half year review (Jul - Dec) Year 2008 Jan (1st) - ZhuiKe (追客) – Let’s Chase Jan (2nd) - “Forum Crushing” – a way for netizens to express their dissatisfaction Mar (1st)- Edison Chen Photo Gate incident is not just about celebrities Mar (2nd)- Virtual Gifts: Campaigns and SNS integrate popular Internet trend Apr (1st)- DaRen Activity: A simple but effective marketing approach Apr (2nd)- “囧 (Jiong)”, one of the oldest Chinese characters, now leads a new wave of net culture May Special Edition - Internet and IWOM shape the Sichuan earthquake aftermath Jun (1st)- Sina hires sports commentator favored by netizens 20081st half year review (Jan - Jun) Jul (1st) - Netizens criticize the misuse of net language in brands advertisements Jul (2nd) - In response to plastic bag ban, Chinese netizens go green on BBS communities Aug (1st)- The IWOM winner in 2008 Beijing Olympics, Adidas or Li Ning? Sep(1st)- First 90’s kids start college - “We are 90s, we are unique!” Sep(2nd)- SNS applications target engaged consumers Oct(1st)- The Forbidden City virtual game Oct(2nd)- Microsoft releases “Black Screen” in China Year 2007 Jan (1st) - Converge the new and the old – online Video Sharing Service Jan (2nd) - First Crisis2.0 case in 2007: Starbucks in Forbidden City Feb (1st)- Popular local site dominated by young fashionable generation Feb (2nd)- Netizens created their own Spring Festival Gala Mar (1st)- The growing status of multi-media sharing services in 2.0 crisis Mar (2nd)- Dell launches Direct2Dell Chinese Apr (1st)- Rewards are not always embraced by netizens Apr (2nd)- Fast-food giants enjoy online interaction May (1st)- Buick Excelle HRV drives The Truman Show May(2nd)- Time for Q&A DIY Jun (1st)- Meizu platforms - a case about branded destination for fans 2007 1st half year review (Jan - Jun) Jul (1st) - MSN and MySpace have entered a partnership Jul (2nd) - Crisis spreading through expanding IWOM landscape Aug (1st)- “Forum Crushing Groups” – a rising destructive power? Aug (2nd)- KFC nutrition page on Baidu Zhidao Year 2010 Jan - Faster, Faster and Faster Feb - Ahead of crisis Mar – The power of netizens Apr – The Internet can be infinitely creative May – Making sense of “Tuan Gou” Jun – Break out of “69 Jihad” Jul – Have you VANCLIZED
34. 更多了解CIC Know more about IWOM Round table: IWOM Roundtable (including IWOM Panel, IWOM Summit, IWOM Classroom, IWOM Gathering) is one of CIC's communication platforms aimed at IWOM related industries and clients. Initiated by CIC, IWOM Roundtable aims to share updated IWOM information, discuss questions and achievements of IWOM development and gradually promote and improve the IWOM industry. Know more about IWOM White paper As a thought leader in IWOM, CIC launched its first white paper in 2006. We have been launching regular white papers ever since. To get more details about these, please view here. If you would like to find updated IWOM intelligence (CIC White paper, IWOM watch and eNewsletter, IWOM mark, Industry watch…) in one place, then apply for your IWOMmaster ID now. CIC 2010 Syndicated reports CIC proudly announces the launch of a new generation of syndicated reports covering high profile industries and topics (Including SNS, SKINCARE, HAIR CARE and NOTEBOOK). View our dedicated mini site for more detail. 了解IWOM圆桌会议: IWOM圆桌会议(包括网络口碑座谈会,网络口碑峰会,网络口碑校园行,网络口碑聚会)是由CIC发起并组织的网络口碑相关行业和客户互动交流的平台,该平台旨在共享网络口碑(IWOM)最新信息、讨论网络口碑(IWOM)发展过程中的遇到的问题与研究的成果,帮助推动网络口碑(IWOM)行业的日臻成熟与完善。 了解IWOM白皮书: 在CIC,我们思考关于网络口碑的一切。CIC知识管理中心都会不断整理在中国网络口碑研究领域宝贵的经验,基于市场调研、信息技术、社会学、统计学等领域多样化的研究方法,同时引进先进思想和革命性概念,定期发布高质量的CIC网络口碑白皮书系列,不断向客户以及网络口碑研究与咨询行业分享CIC的网络口碑信息精髓以及开拓性的理念体系,推动在网络口碑领域的发展。 申请IWOMmaster ID即可第一时间获得最新的网络口碑资讯一站式服务 (包括CIC白皮书,网络口碑趋势观察,IWOM mark, 行业观察…) CIC 2010年行业报告: CIC发布了2010年新版行业报告,内容涉及目前广受瞩目的行业和话题,包括SNS, 护肤, 护发及IT笔记本),欲了解详情可访问我们的专题页面。
35. ABOUTCIC As China's first and leading provider of Internet intelligence and insights based on IWOM (Internet Word of Mouth), CIC provides customized research consulting services, syndicated reports, as well as technical solutions and platforms to help companies meet their business and marketing needs. Since coining the term IWOM in 2004, CIC has pioneered the industry by supporting strategic planning and innovations across the entire spectrum of communications including brand reputation, business intelligence, product development, advertising, media, campaign planning and execution all via an objective, third party perspective. Utilizing its patent pending text mining technology and analytic tools, CIC makes sense of over 46 million naturally occurring consumer comments every month. CIC gathers these messages from a range of uniquely Chinese social media platforms including blogs, BBS and social network sites and applies its unique, China-derived methodology and indexes to provide a detailed and comprehensive picture of online discussions and their implications. CIC has analyzed and archived well over 1.5 billion mentions of brands and products from well over 1 billion consumer comments. CIC has built and maintained strong, long term retainer relationships with multinational agencies and Fortune 500 companies, including Nike, Pepsi, Intel, L'Oreal Group, BMW, P&G, Unilever and many more. Website: www.ciccorporate.com www.linkedin.com/companies/359113 t.sina.com.cn/seeisee Blog: www.seeisee.com Founder blog: www.seeisee.com/sam www.douban.com/host/cic @cicdata Service platform: www.iwommaster.com IWOMdiscover: discover.iwommaster.com www.slideshare.net/CIC_China CIC_CN IWOMexplorer: explorer.iwommaster.com www.tudou.com/home/iwomchina