IWOM Watch Compilation 2011

IWOM WATCH IWOM WATCH COMPILATION 2011 © 2010 CIC IWOM WATCH © 2012 CIC

IWOM WATCH

网论观察 2011

IWOM WATCH COMPILATION 2011

IWOM WATCH IWOM WATCH COMPILATION 2011

IWOM WATCH CONTENTS

LISTEN KNOW PARTICIPATE

About IWOM Watch

Executive Summary

page 3

page 4

Developments in Net Culture

Evolution of Viral Video

Spread of Social Commerce

Campaigns Capturing Events

Maturing Crisis Management

Understanding SoLoMo

page 5

page 12

page 23

page 30

page 39

page 47

Appendix – IWOM Watch 2011 & IWOM Mark 2011 page 59


IWOM WATCH ABOUT IWOM WATCH

What is IWOM Watch:

A monthly digest of the hottest trends, creating the biggest buzz, reflecting China‘s unique online culture. CIC‘s exemplary

case studies and detailed analysis of the month‘s most significant online marketing campaigns allow you to listen, know,

and participate in China‘s unique digital community.

As the industry‘s thought leader and pioneer of Internet Word of Mouth (IWOM) and social business in China, our finger is

always on the pulse of the hottest online issues and influential IWOM. Since 2006, our monthly Watch reports have been

distilling social business intelligence that not only keep our retainer clients on the leading edge of China‘s IWOM, but also

inform their strategic planning with insights into platform development, netizen behavior and social culture of the world‘s

largest, most dynamic and fragmented digital landscape.

In this IWOM Watch compilation, we have collected and categorized 25 articles that bring 2011 into focus. For marketers,

this is a year in the life of China‘s social Internet.

The majority of the pictures and related quotes are from publicly available information.

This report is copyrighted material owned by CIC. Any improper use of this document or its content will be considered a

violation of CIC IP copyright and CIC has the right to take legal action.

Copyright Statement


IWOM WATCH EXECUTIVE SUMMARY

Looking back over 2011, we can draw on a number of examples that highlight a sea change in China‘s IWOM environment; the

evolution from social media to social business. At CIC, just as we pioneered the industry implication of IWOM in China, our

championing of the social business concept is a conscious, ongoing effort to drive our industry into exciting new areas. The first

installment of our three part white paper series, ―From Social Media to Social Business‖, was released in March of 2011. It was our

aim to inspire and encourage enterprise to embrace a golden opportunity to transform the relationship between commerce and

communication. Not only that, we wanted to show how social business intelligence can inform the strategic remodeling of

communication and relations, not only between brand and consumer, but also corporate organization and overall business

operation. We can now begin to reflect on our claim that the business model of every enterprise and organization in China would

eventually evolve to meet the age of ―social business‖. So, at this opportunity to take stock of a transitional period for enterprise in

China, to what extent is business now social business?

A fundamental building block of this evolution from social media to social business and the most significant development in the

digital landscape in the web 2.0 era has certainly been the rise and rise of the microblog in China. The Chinese microblog, or weibo,

has gone from relative obscurity to revolutionizing force in digital communication during 2011. A collaborative white paper from CIC

and Sina, the Chinese internet giant and key player in the tussle for weibo platform supremacy, was published in October of 2011.

One feature is an examination of the way weibo facilitates a business‘ ability to own their voice in social media. The implications of

this are immense. Social media is no longer solely about monitoring and proliferating IWOM in a conventionally PR context. Brands

can openly and authentically participate in the online community, while maintaining their traditional brand values.

There are many other ways that weibo has transformed the mechanics of digital marketing; the peerless route to viral, the refreshing

of the content ecosystem, integrating multimedia elements and facilitating more immersive and engaging cross platform campaigns.

However, the mechanics of this kind of activity are rooted in the how of social marketing. The why behind brand engagement, the

basis of effective strategy, hinges on an ability to listen to consumers and know the context in which their conversation takes place,

before participating in the community. In this compilation of 2011‘s greatest hits, we‘ve selected cases that encapsulate the evolution

in social media mechanics and importantly, the meaning for marketers.

From Social Media to Social Business


IWOM WATCH Developments in Net Culture

Illustrating the 3 Characters of Chinese Youth - Normal Youth / Cultured Youth / 2B youth

New Modes of Net Language - Speaking Through Pictures & Recreating Classic Styles

„Paoxiao Format‟ Became Extremely Hot Online

„Acting Cute‟ is Universal - „Meng‟ Represents Young People's Dreams for an Ideal World

The dynamic vocabulary of China‟s online community reflects changes in the

digital landscape. 2011 saw the explosion of weibo and the increasing

synchronization of China‟s social platforms, promoting faster adoption of net

culture trends. To keep in step with this fast moving, digital society, China‟s

netizens capitalize on recognizable trends and pictorial communication.

IWOM WATCH IWOM WATCH COMPILATION 2011 6

1

Illustrating the 3 Characters of Chinese Youth - Normal Youth / Cultured Youth / 2B youth

Summary Douban is the most creative of China‘s mainstream social platforms and as such, a common of inventive content. The event page photo

album attracted thousands of participants to upload their take on the 3 characteristics of China‘s youth, reflecting their peers‘ behavior in

a way that resonated with them. As understanding of these characteristics and the general concept grew, netizens developed their ideas,

involving brands that expressed these 3 traits. This phenomenon also highlighted brand image amongst young people; Apple has a

significant degree of association with ―cultured youth‖.

On the 24th of October, an activity was launched via China‘s highly creative,

part BBS / part social network, Douban. It encouraged netizens to upload

pictures that would help to illustrate the three main character types

amongst young Chinese netizens; „Normal youth‟, „Cultured Youth‟ &

„Eccentric Youth‟.

As is often the case, this creative activity originated on Douban but then

spread to other platforms, collecting netizens‘ pictures and perceptions of

Chinese youth in society.

Normal Youth: The average, regular, young person.

Cultured Youth: Those who pursue a more sophisticated lifestyle.

Eccentric Youth: The odd or offbeat.

A Zhengzhou newspaper used this format to

mock the first local Starbucks store opening .

Douban: 13,904 netizens, 6,739 pictures

Tianya: 857,350 page views, 3,940 replies

Sina Weibo: 613,295 tweets

IWOM WATCH IWOM WATCH COMPILATION 2011 7

1

New Modes of Net Language - Speaking Through Pictures & Recreating Classic Styles

Summary Creative, dynamic net language has been a hallmark of China‘s digital culture since the beginning and continues to capture the current

trends and enduring qualities of community and communication amongst China‘s netizens. Of course, the word ―netizen‖, or ―网民‖

(Wǎngmín) is itself an invention of a self-defining digital society and the latest modes of net language continue to act as barometer of net

culture, netizen behavior and psychology. The dynamic vocabulary of China‘s online community reflects changes in the digital landscape.

Weibo and the increasing synchronization of social platforms promotes faster adoption of cultural trends. So, in this fast moving society,

China‘s netizens capitalize on recognizable trends and pictorial communication .

Smurf Model - popular since the

movie was on in Chinese cinemas,

netizens have been rewriting the lyrics

of the classic theme song to voice

complaints about everyday life.

link

TVB Model - netizens

making sarcastic

comments by imitating the

style of delivery that have

become hallmarks of TVB

TV series.

Table Model - visual, viral and very

popular on weibo recently, it

describes how someone thinks about

someone else, laid out in an easy to

follow table. Simple and effective.

Whale Model - since the

message box on the iPhone

looks a little like a whale,

creative netizens have been

generating all sorts of

different whale-like

―emoticons‖ and posting the

best to the internet.

7

http://weibo.com/zt/s?k=9377&hasori=1


Summary

The ‗Paoxiao‘ model (writing a message as if you were shouting or yelling it out) was initiated by Douban‘s ‗Paoxiao‘ group, then

spread virally on Sina Weibo by the tweet, ―You could never ever hurt the people who are studying French.‖ (学法语的人你伤不起)

The entire social media world, including BBS, SNS and Microblog, quickly became flooded with ‗Paoxiao‘. In addition to the average

netizen, some net stars also adopted this format and its popularity increased exponentially.

Microblog of ―You should not harm the people who learn

French‖ (Link)

Faye Wang

retweet the ―You

should not harm

the people who

like Faye‖(Link)

The different

version of ―You

should not harm

the people who

learn XX‖ at

Tianya (Link)


8

http://t.sina.com.cn/1716576695/5en1hVVkYsQ

http://t.sina.com.cn/1629810574/3J4CXXfq1q

http://www.tianya.cn/publicforum/content/funinfo/1/2526696.shtml



CIC View

With popularity of ‗Paoxiao‘, there was soon an online application that could automatically convert normal language to ‗Paoxiao‘.

Rather than just making some fun on the daily life, this rapid changing online behaviour trends is evolving to an internet culture. What‘s

more, it showed the netizens‘ creativity and passion towards life, the perfect control of text and characters.

The ever increasing volume of hot net language means brands must continually strive to keep pace with Internet culture and netizen‘s

originality. This isn‘t about continually running to catch up. Brands should consider integrating net language into their interaction with

netizens so as to build a closer, more authentic relationship. So, tailor formats like the ‗Vanclized‘ advert or the ‗Paoxiao‘ format to suit

your marketing tactics.

The spoofing of VANCL advertisement

The online application that generates ―Paoxiao‖

automatically (Link)

Sample quotes

咆哮体生成器。。。果然高手在民间。(Link)

They actually programmed the web application that

generates ―Paoxiao‖ automatically? Well, the savvy are

just anywhere.

The real estate agency – Upeast use

―Paoxiao format‖ to make the advisement

(Link)

9

http://lifeis.ws/paoxiao.htm

http://my.hoopchina.com/group/lengxiaohua/1339170.html

http://www.damndigital.com/archives/18076


What‟s „Meng‟ ?

―Meng‖ originated in Japan and essentially means

―lovely and cute‖ in relation to people (girls and boys),

animals or objects, which is not considered to be their

normal behaviour or situation. So, all of these

expressions, actions and designs can be described as

―Meng‖, essentially ―acting cute‖ (Link)

Self portraits and pet photos became very hot on

Sina Weibo, showing various means of ―acting cute‖.

―…accompanied by Hello Kitty, every day is "Acting cute" day.

Bring them home with 12 RMB plus for any set meal.…‖ (Link)

This photoshopped physics diagram looks very ―Mo-eh‖.

A netizen designed Chinese word "萌― (Méng) is constructed

with 4 separate words "十", "月", "十", "日" (meaning the 10th of

October). So, the 10th of October was proposed to be "Acting

Cute" day. All those who love "Meng" culture were compelled

to "Act Cute" with their photos and posts that day.

McDonald‟s go ‟Meng‟: "Uncle Cat" (named by Chinese netizens) is a super-star cat

from Japan. With his big head, blinking eyes and carefree

demeanor, this 9 years old (50 in people years) is very famous

and loved by lots of people. (There are many weibo accounts

that specifically share "Uncle Cat‘s" life through photos, such

as "篮子猫-猫叔").

During the 2011 earthquake in Japan, many netizens worried

about the safety of "Uncle Cat", even Yaochen posted to

weibo to express her concern about it.

Because of "acting cute", "Uncle cat" has already become the

spokescat for several brands. The picture third from the left is

an advertisement for instant noodles.

10

‘Acting Cute’ is Universal - ‘Meng’ Represents Young People's Dreams for an Ideal World

http://earthhour.org.cn/


http://baike.baidu.com/view/4973.htm

http://weibo.com/1947211342/xzPcjgzG0

http://weibo.com/yaochen

http://weibo.com/1266321801/3z4CYzf3el


Female

72%

Male

28%

Gender ratio mentioning "Meng" in SINA Weibo

Source: IWOMcooperator

Left: mobile phone advertisement for the Galaxy Nexus from Japan (Link)

Above: Advert for Ford telling an "adventure story" about a toy bear bringing the lost car keys to it's owner, this "Meng" looking bear certainly lead consumer's good feeling about Ford. (Link)

"Meng" culture has a great impact on young people, especially girls, because "cute stuff" can increase people's feeling of warmth towards brands. If this suits the brand, they could utilize this phenomenon in their marketing strategy and campaigns for a closer emotional connection with consumers:

1. Invite some "Meng" efluencers as brand

spokesmen.

2. Invite "Meng" pets like "Shunsuke― (a famous

―Meng‖ dog) or "Uncle Cat―, to star in commercials.

3. Combine "Meng" style Internet slang into

advertising.

4. "Meng" styled package design.

Sample Quotes

方彬Grace: Can't be more "Meng‖! (Link)

乖乖的大梦龙: Such a cute "Loli-face"

while unlock the screen, domestic mobile

advertisement can be tedious. (Link)

Chrisaiai蛋奶星星: Utilize little girls to

attract ―uncles‖ to buy this mobile phone?

(Link)

李瀚文: Nice advertisement！Although I

doubt it's real usability, our life would be

more fun with more smile every day. (Link) Right: 72% people mentioning "Meng" in Sina Weibo are female. (32,000 tweets until 1st Dec).

‘Acting Cute’ is Universal - ‘Meng’ Represents Young People's Dreams for an Ideal World

11


http://cooperator.iwommaster.com/

http://weibo.com/1894091913/xz82CdovX

http://v.youku.com/v_show/id_XMTU5NzQ5NTAw.html

http://baike.baidu.com/view/6300265.htm






IWOM WATCH Evolution of Viral Video

Ku6 Share Advertising Revenue with Contributors - Crowdsourcing Quality Content

How Brands Can Engage with Self- made Drama by Video Sharing Sites

Extra‟s „Love Journey - Sour, Sweet, Bitter, Spicy‟ - Themes that Resonate with Your Audience

Crystal Orange Hotel‟s Zesty Viral Video - Maintaining Social Shelf-Life

„Desert Circle‟ - BMW‟s Suspense Marketing is Out of this World

The video format is the most engaging execution of these trending behaviors and

allows them to be caricatured and exaggerated even further. In 2011, brands from

7-Up to Alibaba.com.cn cooperated with acclaimed net video director Hu Ge. The

tone of these videos is satirical and humorous, which resonated with netizens but

is only suitable for brands with the right culture.


Summary

Ku6 first announced their plan to share advertising revenue with those who create and upload content in late August. Netizens could can

sign up to three degrees; ―contracted shooters‖ (not to be confused with ―hired guns‖), verified creators, or regular uploaders (essentially,

newbies). Ku6 embed commercials into their videos and pay them according to the traffic they generate, the quality of said traffic, the

advertising rate and the uploaders' level.

In the past three months, Ku6 started collecting fulltime content creators. In the words of one contributor, this is both a way to make a

living and make a film-making dream come true. At the heart of Ku6‘s successful strategy is the quality and enthusiasm with which these

contributors have taken to their role. A role which emphasizes the creativity and craftsmanship of China‘s netizens.

Factors Affecting Contributors‟ Income:

Ku6‟s New Profit Sharing Model: Video content creators are cordially invited to join Ku6.


13


CIC View

Sharing profits with creators has proven to be efficient in stimulating fresh content. In an age of social media, the distinction between professional

and amateur producers have become blurred. The availability of high quality equipment and distribution route has given more creative netizens an

opportunity to be seen. The act of incentivizing this activity helps but for the vast majority, the financial reward won‘t be enough to give up the day

job, but there are huge psychological bonuses involved. In an era when anyone can be a filmmaker, photographer or author, recognition and social

influence are the real reward.

It is true that, Ku6's approach pushed the creators to promote their own videos, thus driving more traffic and gaining more profit. This boosted

Ku6's profile in the contributors‘ social networks. Crowdsourcing this creative content empowers individual netizens and monetizing their

contribution gives their output increased credibility, which they will champion and promote within the wider community.

Contributors

Video Content

Social Influence

Ku6‟s New Portal: All the sections were filled with

original, user-generated content, driven by the ad

profit share plan.


14


Summary

Platform produced dramas have been growing in popularity since 2010. Naturally, this new media provides brands opportunity to publicize

their products. Quality content attracts netizens and where netizens go, advertising spend follows. So, where some video sharing platforms

are buying licenses for popular American imports, others are focusing on producing their own programmes. For advertisers, brands can get

involved at many stages, from production to product placement.

Miss Puff (泡芙小姐)

Engaged Brands

Engaged Brands

Engaged Brands

Engaged Brands Engaged Brands

Engaged Brands

Eleven Degrees of Youth (11度青春) Crazy Office (疯狂办公室)

Qian Duoduo Married Record (钱多多嫁人记)

That Love Comes (疯狂办公室)

Utopias Office (乌托邦办公室)

15

How Brands Can Engage with Self-made Drama by Video Sharing Sites


CIC View

Engagement with platform produced content is currently most suitable for brands targeting young people. However, when considering

this kind of promotion, there are another two important points to take into account.

First, the thematic content of the material should align with brand values.

Secondly, other social media should be integrated with the activity, to maximize the influence and increase the potential for making

the content viral.

Youku, China Film Group Corporation and Chevron Cruze have co-created the 2010 drama, ―Eleven Degrees of Youth‖. It successfully

presented Chevrolet Cruze‘s ―Youth and Struggle‖ theme from different angle. Youku backed it up with the ―Eleven Degrees of Youth‖ official

website, further publicizing the theme by encouraging netizens to upload their own ―Youth and Struggle‖ videos.

Crazy Office (疯狂办公室) & Dongfeng Citroen C-Quatre (东风雪铁龙世嘉)

Sohu launched the drama ―Crazy Office‖ in 2011，cooperated with Dongfeng Citroen C-Quatre. The target audience are dynamic, ambitious

twenty-somethings, perfectly in line with Dongfeng Citroen C-Quatre‘s target consumers. ―Crazy Office‖ introduced a new formula for marketing

the brand, ―V+E+S‖. V stands for ―Video Marketing‖, E stands for ―Entertainment Marketing‖ and S stands for ―Sohu Matrix Marketing‖. Sohu

integrated ―Crazy Office‖ with celebrity news, auto.sohu.com, their blog and microblog in order to achieve this matrix marketing.

Tudou created ―Utopia Office‖ in 2011, with sponsorship from Nokia . Nokia mobile phones, OVI shops and applications were placed in this

science fiction themed drama. Nokia also invited the cast and crew of ―Utopia Office‖ to talk about their understanding of the theme of

―achievement‖ to help publicize the core message of Nokia‘s E7 campaign, ―Make Achievement by Wisdom‖(成就我智造).

How Brands Can Engage with Self-made Drama by Video Sharing Sites

Eleven Degrees of Youth (11度青春) & Chevrolet Cruze (雪佛兰克鲁兹)

Utopias Office (乌托邦办公室) & Nokia E7 (诺基亚E7)

Successful Cases

16


Extra’s ‘Love Journey - Sour, Sweet, Bitter, Spicy’ - Themes that Resonate with Your Audience

Sample Quotes

小小的感动，却深深地撼动了我们心中的那一丝丝浪漫(Link)

I am a little moved, but deeply

shake our small romance.

朦朦胧胧的感觉，那个面馆的美女老板很丌错嘛，在哪里？我要去找她吃美食！(Link)

I have a foggy feeling, the

beautiful boss of the noodle shop

is nice, where can I want to find

her!

Summary

―Love Journey‖, the series of four ads by Extra, have been widely shared and discussed online. The basis of this extensive discussion

is not anything frivolous though. Instead, it has inspired netizens to discuss their emotional reaction to the love story they have

watched unfold. The four episodes, Sour, Sweet, Bitter and Spicy, have maintained netizen attention and intensified their connection

with the story. All this from a chewing gum commercial. So, although the brand identity is neither sensitive nor reflective, they managed

to provoke such an emotional response to the content of their viral video.

鹿港小镇

17

http://www.chizhuer.com/bbs/thread-10342-1-1.html

http://www.chizhuer.com/bbs/thread-10342-1-1.html


Sample Quotes

益达的酸甜苦辣都出来了，拍得太好了～谁想出来这样卖口香糖的(Link)

Extra‘s Sour, Sweet, Bitter &

Spicy… the movie is excellent~

Who came out with this idea?

恩，创意丌错。同感！益达广告大片酸甜苦辣之——完整版(Link)

The creative idea is great. I feel

the same! This is Extra‘s whole

movie, about its sour, sweet,

bitter-spicy

CIC View

The viral success of the Extra video was chiefly driven by its theme – love. Thanks to this theme, the brand could build a strong

emotional bond with their target audience; young people who can closely associate their own experience of the ups and downs of the

―love journey‖. In recalling their love experience and recounting it to their social media peer group, netizens would also forward the

video to aid in the expression of their feelings. So, not only did the content ring true for the target audience, evoking a strong personal

response, it also provoked conversation and sharing amongst the wider net community.

鹿港小镇

Extra’s ‘Love Journey - Sour, Sweet, Bitter, Spicy’ - Themes that Resonate with Your Audience

18

http://weibo.com/1860039422/xhJti259Z

http://weibo.com/1048505697/xhEOL02ec


Crystal Orange Hotel’s Zesty Viral Video - Maintaining Social Shelf-Life

Summary

Crystal Orange, a modern twist on the 5 star hotel, released a series of videos via Sina Weibo, which are essentially modern twists on

astrology. Particularly popular amongst women, chatting about horoscopes is always pretty hot online. Combine that with another

perennially hot topic, men‘s ―love and passion‖ performance, and you‘ve got content with good viral potential. In fact, these videos gained

250,000+ retweets on Sina Weibo and 25,000,000+ page views on video sites within 2 months. As a measure of increased profile, Baidu

searches for ―Crystal Orange Hotel ‖ rose from 0 to an average of 400 per day after the videos were released.

Crystal Orange released new episodes of the video once a week. To maintain appetite for the new release, netizens could take part in

competitions to win prizes, the list of winners being released the next week. As a result, we observed no significant drops in netizen attention over the 2 months of the viral video campaign.

19


CIC View

1. Serialization:

Serialization of the videos helped maintain netizens‘ attention and added momentum to the viral sharing and buzz around the brand.

2. Engaging Content:

Interesting subjects and the combining of traditionally hot topics, like astrology and passion in this instance, helps to grab netizens‘

attention and fuel gossip and conversation that benefits the brand by proxy.

3. Reference and Review:

Between video releases, reviewing what‘s come before and incentivizing conversation with prize campaigns helped Crystal Orange to

prolong the shelf life of their videos, promote upcoming releases, increase buzz and generally improve campaign performance.

Unit: retweet

Total retweets of Crystal Orange viral videos released via official Sina Weibo account ―桔子水晶‖ (Link) 2011.5.30 – 2011.7.31= 289,868

Prolonged Performance of Crystal Orange Viral Videos, 2011.5.30 – 2011.7.31

0

10,000

20,000

30,000

40,000

50,000

60,000

5/30 6/6 6/13 6/20 6/27 7/4 7/11 7/18 7/25

Retweets of video first launch Retweets of video review

Crystal Orange Hotel’s Zesty Viral Video - Maintaining Social Shelf-Life

20

http://weibo.com/2024532373


Summary

The Desert Circle was one of the hottest weibo topics in August, achieving more than 360,000 tweets. It was initiated by one influential

photographer (@摄影ER Link) sharing a video about the Desert Circle in Qinghai to his personal Weibo account. This tweet was then

forwarded by dozens of influencers, like Huang Jianxiang (Link), which led to a huge weibo wave. Netizens expressed a great deal of

interest in this issue and thought it could be related to extraterrestrials. After the event had become a really hot topic, BMW‘s official

microblog account announced that they were behind it and that the circle had been created by the BMW 1 Series. The announcement

caused yet another peak in the buzz volume and although some UFO enthusiasts actually leveled accusations of fraud towards BMW,

netizens spoke highly of the great idea of the campaign and the impressive performance and control of the BMW 1 Series.

Phase 1 Phase 2 Phase 3 Phase 4

A weibo influencer

announces the

discovery of the

Desert Circle Link

Netizens thought it

could be related to

UFOs. Link

BMW reveal the

Desert Circle was

created by the BMW

1 Series.Link

More influencers

forward the tweet,

gaining a lot of

attention Link

Sample Quotes:

原来UFO事件是你们整出来的？牛逼！地球人都被你们忽悠了。。。 (Link)

The event of UFO was created by BMW?

Awesome! The Earthlings have been

cheated by you.

宝马还能这样玩儿~~帅呆了~ (Link)

BMW could even play like this! Cool!

太过分了，欺骗天文爱好者的感情! (Link)

It is a way out of line! BMW cheated the

emotions of our star gazers!

‘Desert Circle’ – BMW’s Suspense Marketing is Out of this World

21

http://weibo.com/1779984424/xjR2d0IxD

http://weibo.com/1362607654/xkbq2qWnX

http://weibo.com/1779984424/xjR2d0IxD

http://weibo.com/2373579670/xmMWkhyc5

http://weibo.com/1698264705/xkV1EAgYE

http://weibo.com/1362607654/xkbq2qWnX





CIC View

As increasing numbers of brands grasp the potential business impact of microblog in China and set up official weibo accounts, the gap

between brand and consumer continues to shrink. However, besides the ever popular forwarding campaign, the best means of

leveraging the platform are still being explored. In this case, the ‗water-cooler‘, gossip-sharing nature of the microblog medium was

utilized to great effect by BMW; UFOs and extraterrestrial sightings set netizens‘ imaginations running. Building on this, BMW also

leveraged efluencers like Huang Jianxiang to further motivate the discussion and add momentum to the initial impact.

Sample Quotes:

充满梦想和活力的广告！(Link)

Great advertising full of imagination and energy!

这起营销事件让人看得目瞪口呆，也丌得丌佩服！(Link)

This marketing event surprised all of us! You

have to admire BMW!

缜密的创意+拍摄的魅力，这就是宝马的形象！

(Link)

Comprehensive idea and attractive

photographing skill shaped the image of BMW!

‘Desert Circle’ – BMW’s Suspense Marketing is Out of this World

Leveraging influencers was a key

ingredient in maximizing impact

The ―UFO‖ related topic

sparked netizens‘ interest

22


http://weibo.com/1649030147/xlGIavDos



IWOM WATCH Spread of Social Commerce

Tencent Micro-Store - The First Step of Social Commerce

„Sina Luxury‟ Brings Added Dimension to eCommerce

Dell on Facebook - Customized Social Business

2011 saw some big steps forward for social commerce, as platforms, advertisers

and consumers began to focus on the practical ends of social media

engagement. With Tencent‟s Micro-Store, we‟re witnessing the first attempts in

monetizing China‟s hugely popular microblogs, a process that will be key to

development in 2012.


Source here

Summary

On the 14th of November 2011, Chinese Internet giant Tencent launched their ―Micro-Store‖ function for businesses utilizing their

Enterprise Weibo accounts. Thus providing a direct marketing and sales channel via the microblog medium. The first enterprise

to embrace the opportunity, online shoe shop Haolemai, started with a ―retweet to save‖ campaign. Similar to group purchase,

the campaign fully leveraged the collective power of weibo users, where each retweet dropped the price by 0.1RMB. It was a

great success. A Converse deal shoe was retweeted more than 1239 times, lowering the price by 47.62% and selling out their

stock of 50 within five hours.

Tencent Micro-Store - The First Step of Social Commerce

24

http://t.qq.com/okokbuy?preview&tab=shop&subTab=1


CIC View

Weibo, although still a hugely popular medium, is still posing questions about monetization to enterprises looking to explore the

commercial value of its user base of hundreds of millions of netizens. Although not the first to attempt integration of commerce with weibo,

Tencent‘s Micro-Store does provide a great example of the mechanics of social commerce, as based on weibo interaction characteristics.

The ―reweet to save‖ tactic makes tangible savings for a single click, which effectively promotes participation. The viral quality of weibo as

a social platform helps boost brand exposure, engagement, organic IWOM, and site traffic; all contributories to actual purchase.

Integrating the purchase process more closely with weibo, rather than directing consumers to the official website, makes the process

smoother, while facilitating the spread of positive IWOM about the ease of the experience, all within a single social platform.

Official Enterprise Weibo

+ Commerce function

Consumer Retweet

+ Lower the Price Message Spreading Traffic and Purchase

3 1 2 4

Purchase

Organic IWOM

Site Traffic

Engagement

Exposure

Tencent Micro-Store - The first step of Social Commerce

25


‘Sina Luxury’ Brings Added Dimension to eCommerce

Summary Sina, the China internet giant recently much celebrated for its Sina Weibo microblog platform, recently launched a B2C ecommerce

platform focused on the luxury market, unsurprisingly called ―Sina Luxury‖ (l.sina.com.cn). Prominently featured at the top of the Sina

Luxury page is a ―100% Guaranteed Genuine‖ stamp, regarded by many as a jibe at the issue of piracy/counterfeiting that plagues rival

e-commerce sites and is especially rife in the C2C sections of Taobao and Tencent‘s Paipai.com.

As was recently attested to in our white paper, ―The Voice of Luxury: Social Media and Luxury Brands in China‖, China‘s luxury market is

huge, with an estimated 175 million middle-to-upper income Chinese consumers. As CIC Chairman and Founder Sam Flemming says,

―An essential requirement for understanding the wealthy elite in China is to understand how they influence and are influenced by the

massive, unique, fragmented and dynamic social media landscape in China‖.

26

http://l.sina.com.cn/

http://www.ciccorporate.com/index.php?option=com_content&view=article&id=726:groupm-china-and-cic-identify-luxury-voice-in-chinese-social-media&catid=52:archives-2011&Itemid=158&lang=en


CIC view

• Luxury is the next big thing in the ecommerce sector: Recently, luxury ecommerce sites have created a lot buzz and continue to

receive significant investment; in December last year, Ihaveyou.com won 11 million USD in first round funding; in early 2011,

Vipstore.com received around 10 million USD in third round funding and Xiu.com won 20 million USD from KPCB China; in July,

Shangpin.com and Ihush.com raised 50 million and 43 million USD respectively. After massive development of 360buy.com and

Taobao.com, coupled with the estimate that China will command a 20% share of the global consumption of luxury goods by 2015,

investors are understandably active.

• Social media will play a big part in luxury e-commerce services: These luxury e-commerce sites recognize the value of social

media and all of them have official accounts on Sina Microblog (as shown in above diagram), employing them both as a customer service

and marketing channel. As we see an increasing number of brands employ social CRM and make huge advances in social marketing, fully

integrated social commerce can only be a matter of time.

Microblog Account Stats for China‟s Luxury eCommerce Sites (by Sept. 5)

‘Sina Luxury’ Brings Added Dimension to eCommerce

27



How Dell Develops Facebook

1. An engaging strapline: ―Get the scoop on how real people use & rate their computers and electronics.‖

2. Dell provides a clear, simple tag cloud to describe things like laptop function.

3. By clicking tags, netizens find their best-fit laptop and all the relevant accessories.

4. Genuine users‘ experience and reviews are easily shared, helping to convince others.

Sample Quote

“great stuff !!!!

its great fun to hav this

laptop & that to at

gr8 price.. the machine is

super cool ... i luv it..‖

(link)

Dell Sells Via Social Shop

1. Clear Tag Cloud

– Vivid, descriptive, attractive

2. Convincing User Experience

– Genuine, peer recommendations

3. Timely Customer Service

– Quick response from a real person

4. Low Maintenance Costs

– Netizen source answers, always on

Sample Quote

―Marie,

I am sorry that you are

having an issue with your

system. Can you please

reply to the message I sent

you directly?

Regards,

John‖ (link)

One

Question

Many

Answers

E-commerce Site Referrals Tag Cloud Social Shop

28

http://apps.facebook.com/dellsocialshop/en_US/products/659

http://apps.facebook.com/dellsocialshop/en_US/products/659

http://www.facebook.com/topic.php?uid=7706457055&topic=33726


E-commerce Site Share on Facebook Customized Product Style Quiz

Dell Style Quiz: Flow of Online Influence

To promote the latest Dell Inspiron R laptop lids, Dell added the Style

Quiz campaign to their Facebook page(link). First, users click the Like

button (increasing Dell‘s followers to 727,911 by the 5th of September

2011); after a quick quiz, users get the results of their best-fit lids;

users can share the result to Facebook with one click buy through the

Dell ecommerce site with another.

Designer

Conception

Products

The Dell Style Quiz on Facebook Brand SNS Campaigns

1. Interactivity

– The content must arouse netizens‘ curiosity and

encourage some kind of response

2. Sociability

– Interesting content netizens will share with friends

3. Purchase Channel

– Attract netizens to make purchase on ecommerce site


29

http://www.facebook.com/dell?sk=app_128886960516630


IWOM WATCH Campaigns Capturing Events

Marketing Halloween to Mainland China - Engaging China‟s Youth with Festive Campaigns

Selling „Sacred Singles Day‟ - Singles Day E-commerce Promotion Lacks Fairytale Ending

7 Key Elements of Meituan‟s Valentine's Day Microblog Campaign

Vancl‟s Marketing via Steve Jobs

“Sacred Singles‟ Day” sales generated a record-breaking 3.3billion RMB for

Tmall.com; matchmaking website Century Home effectively incorporated the

excitement of Halloween; Vancl‟s sensitive and successful leveraging of Steve

Jobs‟ passing – 2011 brought a greater understanding of cultural sentiment, as

well as online consumption habits, amongst Chinese consumers.


1

Summary

In mainland China, it is viewed as little more than a pre Singles‘ Day sale, with some decorated stores and half-hearted, clichéd

promotion. However, young people are increasingly getting all dressed up for it. It seems that Halloween, and some other typically

western festivals, are rapidly growing in popularity amongst young Chinese.

In the US, Halloween is a long-standing tradition. It‘s a major reference point for advertisers and is almost guaranteed to account

for one episode in any ongoing TV series during October. So, as Chinese youth are exposed to evermore Americana, particularly

TV shows like The Big Bang Theory and Disneyland style theme park festivities, the more they‘ll associate with typically western

holidays like Halloween (link).

China V.S. the US The Big Bang Theory Halloween Special

Halloween

promotions in

China.

Some young

people in

China are

ready for the

occasion!

Halloween

parties in

Disneyland

31

Marketing Halloween to Mainland China - Engaging China’s Youth with Festive Campaigns

http://www.nytimes.com/2011/10/26/movies/at-universal-orlando-halloween-fright-is-a-full-time-job.html?pagewanted=2&_r=1&sq=Sales Halloween&st=cse&scp=1


1

CIC View

Understanding consumption habits of China‘s youth is key to marketing performance. Matchmaking website Century Home did a

great job in combining the excitement and theatrics of Halloween with a singles party.

The reinvention, self expression and escapism of Halloween make it a great time to engage with young people. The aspirational

quality of festive marketing is amplified by celebrity endorsement as it can often add some much needed credibility to a brand‘s

activity. Chinese youth continue to associate with western culture and celebrities like Lady Gaga and Justin Beiber‘s involvement

with Halloween campaigns can create international buzz. Of course, these are celebrities that can find a natural connection with

this theatrical kind of holiday. Brands also have to consider whether they can comfortably associate with this kind of activity.

Justin Beiber and Lady Gaga at Halloween Century Home’s Chinese Halloween Party

Marketing Halloween to Mainland China - Engaging China’s Youth with Festive Campaigns

32

http://party.jiayuan.com/party_info.php?pid=4540




Summary

The concept of ‗Singles Day‘, being the 11th of November (11.11), has been widely spread via social media in China. So, to mark the

extra special ―Sacred Singles Day‖ of 2011-11-11, e-commerce went all out to build on previous successes. The result was a B2C

sales volume for Tmall.com of an amazing 3.3billion RMB, which was 3.5 times higher than that of the previous year. Sadly though,

that wasn‘t to be the happy ending that ―Sacred Singles Day‖ looked to be sailing towards. Instead, the happily ever after finale was

soured by poor customer service. It wasn‘t a single complaint that undid the good work, but a deluge of disgruntled consumers who

had been let down by insufficient stocks, delayed delivery, cancelled orders, missing invoices and a wide range of product quality problems. Their complaints piled up in social platforms like undelivered packages, a backlog of which lasted for well over a week.

2011-11-11

‗Sacred Single Day‘

Substantial Ecommerce Opportunity

Tmall Sales Exceed 3.3billion RMB

The Aftermath

Sample Complaints:

百丽太坑爹了, 我喜欢的款式丌参加活动，直接下架了。。。Link

Belle is so tricky, my favorite

products were all out of stock…

坑爹的淘宝商城啊，打5折还贵到什么一样啊！！！几百几百的，这丌是忽悠人嘛。。。 Link

What a cheater! The price after

discount is unreasonable.

坑爹的淘宝商城，上哪说理去！Link

Tmall.com freaking sucks! Where

should my complaint go!!!

33

Selling ‘Sacred Singles Day’ - Singles Day E-commerce Promotion Lacks Fairytale Ending

http://weibo.com/1254306284/xx1dhvcpU

http://weibo.com/1807449147/xx0W7c2LU

http://weibo.com/1937107392/xxCVcbW5T


CIC View

Great sales volume, like the 3.3 billion RMB achieved by Tmall.com, marked out ‗Scared Singles Day‘ as a great success for e-

commerce. However, in terms of social business, there were some pretty glaring mistakes. Although customer satisfaction may not be

reflected in the record breaking revenue generated, the long-term damage to consumer confidence is yet to be seen. A simple search of

weibo for the keywords ‗freaking cheater + single day‘, returns 29,804 results. It is evident that promises of service were made based

on last year‘s experience and these were not upheld. The majority of problems and broken promises related to the logistics and

execution of the sales, especially the cooperation with delivery companies and merchants. As an example of best practice, 360buy‘s

devotion to building out its own delivery infrastructure, rather than relying on others, helps to ensure they don‘t make promises they

can‘t keep. Of course, mistakes can be made but proper customer service will minimize the fall-out.

Expectation Promises: link

• Logistic capabilities

• Reasonable delivery schedule

• Launch the penalty provision.

• Client services working overtime.

• Set up a call center.

• Mobilize all employees to act as

customer services.

Satisfaction Customers Complaints:

• 光棍节买的鞋到现在还没有货，

还要等到30好才有货! Link

The shoe I bought on single

day is still in delivery, I have to

wait until 30th November.

• 客服态度差、发货慢、态度差, 而

且退款退货等N久~~ 实在无语了！

Link

Bad attitude of client service,

tardy delivery and long waiting

time for refund~ It really sucks!

Selling ‘Sacred Singles Day’ - Singles Day E-commerce Promotion Lacks Fairytale Ending

34


http://www.donews.com/subject/20111111/


http://weibo.com/1763475052/xz8YE7JSS

http://weibo.com/1801459445/xy4DAscLL


Event Time：14th February Valentine‘s Day 2010

Event Rules：Retweet, @ a lover with a love letter

Event Reward：the best love letter will be posted on

Meituan.com (in all the cities)

Summary

It‘s no secret that brands are using the microblog to promote themselves. Microblogging campaigns are becoming more common,

with raffle draws for iPads and the like cropping up all over. These promotional methods are tend to require a user to retweet the

promotional message and @ a certain number of their followers. After the initial hype died away, doubts about their authenticity and

complaints of spamming started to become more and more popular. In a vote hosted on SINA Weibo, over 8400 users called for

tighter regulations.

For Valentine‘s Day last year, Chinese group buy site Meituan.com launched a special promotion for lovers to ―Express Their Love‖.

Within 24 hours, it was retweeted 3596 times.

7 Key Elements of Meituan’s Valentine's Day Microblog Campaign

link

@美团 #valentine's day# Retweet this weibo and @ your

lover's name with a love letter. The best one will be posted

on meituan.com on 15th Feb 2010. Your confessions will be

witnessed by millions of people.

35

http://t.sina.com.cn/1686230250

http://t.sina.com.cn/1686230250/5en0Tsnf2zh






http://t.sina.com.cn/meituan




CIC View

Initially, brand accounts are focused on number of follows and retweets, often neglecting their real brand values. That can result in a

failure to present the right information and increase sales. This phenomenon is referred to as ―Pure Account Marketing‖, not Brand

Marketing.

―Pure Account Marketing‖ overlooks user experience, making it difficult to communicate high quality information and bringing accusations

of spamming.

This is a common practice in microblog promotions. Planning ahead is crucial to campaign effectiveness. Hopefully, our 7 key elements

can aid this process.

Left：Timing is everything, Valentine‘s Day and ―Micro-Love-Letters‖ is a

perfect match, especially when users are accustomed to writing micro-

stories via Sina‘s own event ―Micro-Novels‖.

Right：The winning love letter, posted on Meituan.com, not only

promoted the user but also the site itself.

7 Key Elements of Microblog Campaign Planning:

How to identify your event‟s theme?

In Meituan‘s case, it‘s leveraging Valentine‘s Day and ways to express

love.

How to motivate user participation?

Expressing their love on this special occasion is exactly what users

want to do.

How to set the entry level bar?

Both "Micro-Novel" and "Micro-Love-Letter" were easily accessible to

users.

How to choose right reward?

The reward should match the event‘s theme, not just the trendiest

product.

How to use third party applications in campaign?

Meituan had the choice of utilizing existing on-site (Meituan.com) blogs,

avoiding the need to host everything solely on SINA Weibo.

How to explore extra promotional channels?

Meituan posted the event information to it‘s regional SINA Weibo

accounts, simultaneously promoting across the country.

How to transform events into revenue?

To find out the final result, users have to click through Meituan‘s group

buy site.

7 Key Elements of Meituan’s Valentine's Day Microblog Campaign

36

http://t.sina.com.cn/1837086667

http://t.sina.com.cn/weixiaoshuo





http://t.sina.com.cn/k/%E5%BE%AE%E6%83%85%E4%B9%A6




Summary

Steve Jobs‘ passing away on the 6th of October 2011 caused widespread outpouring of emotion and significant volumes

online discussion amongst China‘s netizens. The man behind Apple, a brand with considerable youth association and a

cornerstone of 21st Century consumer technology, was a charismatic role model to people all over the world.

China was no exception. We have seen the way in which Apple products have captured the personality of China‘s ―Cultured

Youth‖ and the Jobs‘ philosophy of ―stay hungry, stay foolish‖ particularly resonated with a youth culture striving for a sense of

self. As such, many young people voiced their intention to read Steve Jobs biography in order to learn from him.

Vancl’s Marketing via Steve Jobs - Netizens’ Mourning for Steve Jobs

(Link)

Sample Quotes:

今天买了本乔布斯传！欣赏一下改变世界的人的一生 (Link)

I bought Steve Jobs’ biography today. I want to

know more about his legendary life.

我终于把乔布斯传看完了！每个成功的人都有丌一样的成功道路！乔布斯永远只有一个！ (Link)

I‘ve finished reading Steve Jobs’ biography. There

are various routes to success, but Jobs‘ is unique.

Apple logo redesigned

by a Hong Kong

student evoked

numerous replies.

Some Apple related

accounts also used this

logo. (Link)

Sina launched an official campaign to encourage and

facilitate netizens‘ remembrance of Steve Jobs,

watermarking posts as being from “Jobs’ iPhone/iPad”.

117,690 retweets 19,824 comments. (Link)

37

http://weibo.com/zt/s?k=10278

http://weibo.com/2446189063/xw5DKoRpF

http://weibo.com/2189254471/xyUrKqXKR

http://weibo.com/appleus

http://weibo.com/1642909335/xrtb077mG


CIC View

Capitalizing on this outpouring of emotion, Vancl.com, a website known for selling clothes and consumer electronics, as well as

their cool, net-inspired advertising, saw the popularity of Steve Jobs’ Biography as a promotional opportunity. Expanding their

business into the book market, Vancl caught the eyes of young people with a series of sales promotions, including package

sales and free gifts.

Naturally, sensitive handling of this type of activity is very important. Brands should seize current trends but in so doing, have a

keen understanding of the cultural sentiment, then act quickly and authentically, with originality and attractive communication.

Vancl’s Marketing via Steve Jobs - Marketing that Captures the Current Sentiment

Vancl packages included limited

edition Steve Jobs T-shirts and

lapel pins with book sales. (Link)

Combination of Online and Offline Attractive Promotion Method

On the 21st of October,

Vancl achieved a 70%

share of the vote in an

online survey of where

people would buy the

autobiography. (Link)

The use of fresh and

lively language on

Renren.com, which

was surrounded by

young people. (Link)

38

http://weibo.com/1890135602/xtB884Fb2

http://weibo.com/1890135602/xucrxijgK

http://page.renren.com/vancl


IWOM WATCH Maturing Crisis Management

Dispute Between Brand and Group Purchase Website

Siemens Customer Care Leaves Consumers in the Cold - Courting Influencers for Feedback

Talks between Brands – Friends rather than Competitors

Weibo Complaints – A Challenge to Brand Image

Brands developing their presence in China‟s digital landscape must address

possible risk, as well as significant opportunity. Throughout 2011, there were many

platform developments that shortened the distance between brand and consumer,

facilitating more direct conversation. Thankfully though, we also witnessed more

mature methods of monitoring, assessing and responding to potential crises.



Summary

Meituan, which is one of the most popular online group purchase service providers in China, failed to honour a deal to more than

12,000 buyers that could potentially have triggered crisis on the eve of Consumer Day, March 15th. Meituan launched a Dairy Queen

(DQ) coupon that bought 50 RMB worth of DQ products for 29 RMB. This promising ice cream deal soon went sour though, when DQ

announced on its official website that they had never done any deal with Meituan and no DQ stores would accept the coupon. So, not

only did this lead to arguments but also made people re-evaluate the risk of this business model altogether.

Finally, after negotiating with DQ, Meituan accepted the failure and decided to compensate the buyers. Those who made the deal were

refunded 50 RMB to their Meituan accounts, at a cost of 250,000 RMB to Meituan. However, the quick response and admission of

liability prevented any Consumer Day criticism.

The original statement and related documents

are still available on the Meituan website link

link

40

http://www.meituan.com/about/dq

http://sh.meituan.com/deal/shdqbxhh.html

http://sh.meituan.com/deal/shdqbxhh.html

http://www.meituan.com/about/dq


CIC View

Currently, the majority of businesses utilizing group purchase are limiting their view to driving sales volume. However, by implementing

a unified social business strategy, it becomes easier to evaluate the risk and return of such activity, with the support systems in place to

address any potential crisis.

As such, we see an increasing requirement for a central hub that can integrate social efforts and ensure delivery of the right social

media intelligence, to the right stakeholder and in a timely manner.

The asymmetric information exists between different

functional departments of a company

The risk and return ratio of this new business model has not been recognized by the Netizens

Where does this business dispute come from?

1 2

Return

Brand Exposure

Higher Turnover

Sales Promotion

……

Risk

Negative Buzz

Fail to deliver

Price War

……

Sales Marketing

Distributor

CRM

PR


41


1

Siemens Customer Care Leaves Consumers in the Cold - Courting Influencers for Feedback

Summary On the 27th of September, influential blogger Luo Yonghao posted a tweet to Sina Weibo telling his followers that it was frustratingly difficult to

close his Siemens refrigerator door. This tweet evoked 3,675 retweets and 1,132 comments, as netizens expressed the same frustration with

their own Siemens refrigerators. However, on the 29th of September, Siemens released a statement that their products had no quality issues.

Naturally, netizens responded angrily, feeling Siemens had dodged complaints and ignored consumers. Luo went on to smash

Siemens refrigerators in a very high profile piece of product feedback and hugely viral display of disgruntled consumer power on the 20th of

November. The result? On the 4th of December, Siemens, now suddenly aware of their problematic products, apologized and promised

free onsite servicing for consumers.

Sep, 2011 Oct, 2011 Nov, 2011 Dec, 2011

Sep 27th

Luo Yonghao posted a tweet

expressing his frustration

about his Siemens refrigerator

//Link

Retweet: 3,675 ，Comments:

1,132

Sep 29th

Siemens published an

announcement: Siemens

have no quality problems

Retweet: 7,000 ， Comments:

3,700

Sep 30th

Luo Yonghao published the

faulty video on

Youku //Link

PR: 170,000

Nov 20th

Luo smashed three

Siemens refrigerators

outside Siemens‘ China

headquarters in Beijing.

//Link

Nov 25th

Siemens home appliances‘

leader responded that

"whether you want to fasten

the door or not” //Link

Oct 15th

Siemens released a

statement, saying that they

would take returns and

service products that were

found to have problems.

Luo Yonghao posted a

telephone conversation to

outline his request -“Siemens

should provide free onsite

servicing”

Dec 4th

Siemens China president

apologized for the failure of

doors and pledged that

Siemens would provide free onsite servicing. //Link

42

http://weibo.com/1640571365/xq726wuGo

http://weibo.com/1640571365/xqyG1sj3l

http://news.jschina.com.cn/system/2011/11/21/012119945.shtml

http://www.s1979.com/news/china/201111/2621433126.shtml

http://weibo.com/1666068804/xAqa8xCpv



Summary A rainstorm hit Beijing on the 23rd of June and one netizen use his Durex condoms to protect his shoes from getting wet. The picture

he uploaded to Sina Weibo caused huge impact, receiving more than 90,000 retweets and 17,000 comments. The official Durex and

Vancl accounts took this opportunity to engage in an interesting conversation via Weibo, generating a lot of attention for both brands.

VANCL, is it your shoes?

That‟s right. VANCL canvas

shoes. Great combination

with Durex on rainy days.

One netizen‘s creative usage of Durex condoms

during Beijing‘s heavy rain on the 23rd of June. Link

Dear VAN, these shoes and

condoms seemed to fall in

love.

Looking forward to the

next rain.

Durex and Vancl retweeted the post and started an

interesting conversation on Weibo. Link Link

43

http://weibo.com/1651618343/eCFm1H9coQB

http://weibo.com/1643830957/eCFwCsbokvu

http://weibo.com/1643830957/eDkaaZh1WPA


CIC View

Different from interaction between consumers, conversations between brands are more sensitive and can be even more influential.

The right content and wording and can help brands promote themselves and each other, which is a win-win situation.

Conversation between competitors, like Mini China and Fiat, is another example of this brand to brand conversation and as a

competitor, Mini China used humor rather than a provocation to welcome Fiat into Chinese market. After watching this dialogue,

particularly the attitude of mutual respect, both brands were highly praised by netizens.

To Fiat: You are 2 years older than me but I

entered Chinese market 8 years earlier than you.

Our famous contact is in the movie The Italian Job.

As a pioneer and competitor, welcome to China,

the culture here is fascinating and the fans are

enthusiastic.

Ciao Mini: After we appeared opposite each other

in that movie in 1969, I‘ve waited for you ‗til the

21st century. I‘ve met lots of old friends recently

and finally we have this chance for a reunion. It‘s

not too late.

Link

Link


44

http://weibo.com/1698265765/eBsv5GRn84E

http://weibo.com/1800572212/eBtfkmspwh9


Weibo Complaints - A Challenge to Brand Image

10:43 ,21st June

13:16 ,21st June

10:37 ,21st June

Up to Now

Increasing numbers of brands are employing the microblog as a means of increasing interaction with their consumers. Of course,

this increased accessibility means they are inevitably using their microblog to field consumer complaints. Brands embracing social business must view this as a great opportunity for socializing CRM.

Event Review

―我是杜芸‖post a complaint to M18.

Content: a broken needle was found in the new pants bought for a 2 year old child. link

M18 made a reply to ―我是杜芸‖.

Content: we fully understand the feelings as a mother. High attention will be paid to this event. link

―Nov甯栤 ―post a complaint to Gaopeng.

Content: a product bought from Gaopeng is nonconvertible. The consumer requires explanation link

Gaopeng made no reply.

More consumers joined in the group

of complaining about Gaopeng .

Results

Timely Feedback

- to gain understanding from consumers

- To promote authenticity

Ignorance

- comments full of unresolved complaints

- ultimately, consumer defection

45



http://weibo.com/duyun20

http://weibo.com/n/%E9%BA%A6%E8%80%83%E6%9E%97

http://weibo.com/1045188750/eCwF9lHDZT5

http://weibo.com/n/%E9%BA%A6%E8%80%83%E6%9E%97

http://weibo.com/duyun20

http://weibo.com/1915091364/eCxft357NTZ



http://weibo.com/gaopeng

http://weibo.com/2230394371/eDqqmYbElnT

http://weibo.com/1045188750/eCwF9lHDZT5





Weibo Complaints - A Challenge to Brand Image

Suggestions for Brands Handling Weibo Complaints

Dedicated CS Account Clear Positioning Detailed Requirements Intermediary Worth Noticing

1. Dedicated CS Account - a dedicated customer service account, separate from the main brand account, should be set up to specialize in handling enquires or complaints.

2. Clear Positioning - this customer service account has the sole purpose of serving the main brand account. It doesn‟t matter how many followers it has.

3. Detailed Requirements - consumers expect a customer service account to serve as a utility; efficient, professional and responsive.

4. Customer Service Intermediaries – brand agnostic intermediary accounts collect consumer complaints and brand customer service accounts can increase efficiency by following them.

On the main Weibo page

of M18 , there is a link to

―麦考林_客服‖,a dedicated

consumer service account.

These customer service

intermediaries help

brands to gather related

information..

46


IWOM WATCH Understanding SoLoMo

The Future of Business is SoLoMo

Renren‟s 2011 User Trend Review

Shanghai Mobile Teams Up With Tudou

OPPO Find: Open to a Little Mystery

HotelVIP.com – Mobile Booking Bargains

The way netizens actually use social media, incorporate multiple devices, engage

with multiple platforms and adapt their behavior to suit their dynamic online

environment, is an ongoing evolution in integration. For marketers, the result is a

concept which grew to prominence throughout 2011, “SoLoMo”; the

convergence of Social, Local and Mobile.


Get Smart with Giveaways

Kong worked with Renren

location to promote their new

flavors of beverage - DailyC

Anyone using a phone to check-

in at an authorized vendor is

awarded a badge that can then

be redeemed for a beverage.

(events page on renren)


In February 2011, Venture

Capital maven John Doerr of

Kleiner, Perkins, Caufield & Byers coined the acronym

SoLoMo; Social Local

Mobile.

Social for communication

and connect with friends. Local for real time activities

based on current location.

Mobile for engagement

anytime, anywhere.

Marketing a fun new car in a fun new way

Volkswagen designed an app to promote their new model,

the Scirocco (link)

People compile the photos of their night‘s parting and share

on renren.com. Special badges are awarded and all

participators are in with a chance to win a coupon, a model

of the car or 1 year‘s driving.

16 cities 39 Check-in places

In 12 days, there were more than 10,000 check-ins and 90%

generated a product trial. This is typical of SoLoMo activity.

48

http://dailyc.renren.com/







http://www.scirocconight.com/


Other services employing “SoLoMo”

Groupon launched it‘s real-time group

purchase service: 1st, set your location; 2nd,

choose the categories you like; 3rd, buy the

service around you within the limited time. All

you need to do is download the mobile app

In China, Nuomi have also set up their own

real-time group buy service as well. (link)

A British apparel store, ―Tory Burch‖, posted a Facebook and Twitter logo in their shop

window.

1. Location based mobile marketing enhances connection with the brand, expands the

social network and facilitates faster sharing.

2. Opportunities present themselves to brands ready to engage with consumers in

relevant, intelligent ways, providing useful application and real solutions.

(Link)

In most cases, ―LBS (Location based Service)‖ are the platforms most keenly reflecting SoLoMo but they‘re not the only ones.

What‟re the benefits?

1. Flexibility for coupon / discount providers; different promotions based on real-life situations.

2. Splitting visitor traffic; better control of the service quality.


49

http://www.groupon.com/now









http://www.groupon.com/mobile



http://www.nuomi.com/page/deal/mapView/shanghai

http://weibo.com/1649030147/eDUpR19Bz1a


Renren’s 2011 User Trend Review - PC to Mobile

Background:

Renren.com was the first SNS from China to

be listed in the U.S (NYSE: $RENN), generating 7.7 billion dollars. Since then, the

company has expanded into mobile marketing and eCommerce, while also restructuring their

online media strategy.

What can we expect from

Renren in 2012?

• Establishing branded

communities

• Increasing mobile

advertising spend

Users Generated Content &

Interaction:

User Generated Content (UGC) is a key

component of any social network. In 2011,

Renren saw a major shift in content

source. As more and more users are

shifting to mobile apps for both creation

and engagement with Renren based

content.

Mobile

35% 65%

PC

To September of 2011, mobile

accounted for 35% of total

traffic to Renren.

Netizens are equipped with ever

more functionally sophisticated

devices that enable them to interact

with their friends in ever more

creative and convenient ways.

Traffic Source of

Monthly Active Users Reasons for increased mobile traffic:

• Student users‘ purchasing power is

increasing.

• Or, their source of funding is more

willing to invest in their student‘s

communication device.

• Smart device penetration is

increasing in China, especially with

regard to lower end, domestic

made Android phones.

50





What do these updates

mean for brands? • Engagement: social media‟s

commercial value rests on

interaction with current and

potential consumers.

• UGC: users can now freely

create and publish content,

either privately, to selected

friends, or publicly, via Pages

and Xiaozhan (小站).

Monitoring this content is

becoming ever more crucial to

effective marketing, whether

on or offline.

• New, Sina Weibo-esque

“reposting” display shows the

extended social relationships.

• The same extended circles

can also apply to brands;

when a user reposts content

from the brand‟s Page, it also

displays a direct link.

Renren’s 2011 User Trend Review - A New Era in User Generated Content (UGC)

51



Mobile Social Networking

1). Currently, content shared via

Renren is limited to status updates,

diary entries and photos.

2). Next step for Renren is mobile

messaging, including voice

messaging and voice status updates.

3). In 2012, instant mobile video upload will

become available to all users; a particularly

interesting feature for brand interaction.

Mobile Social Commerce

1). In 2011, Renren integrated group buy

features to it‘s mobile application; currently

the deals are from Nuomi and Tuan800.

Summary:

2012‘s challenges and opportunities for brands using Renren:

1. Setting up a ―Page‖ that will represent brand culture as a

micro-community within Renren.

2. Create content that will encourage users to share with their

friends, especially with the new display options that give a

direct sense of the source of the content.

3. Integrating PC and mobile for online to offline social

engagement.

Summary:

Mobile social networking is still a relatively new concept in social

engagements for brands, but with users increasingly equipped

with smart phones, instant sharing of commercial content is an

exciting opportunity:

1. Serve precisely targetted social adverts, incentivized with

deals that will boost brand exposure and performance.

2. Mobile deals with both online and offline elements.

2). In 2012, Renren will continue it‘s intense

investment with more precisely targeted mobile

group buy deals. These deals, when shared

between netizens, will likely result in more

social engagement.

Renren’s 2011 User Trend Review - Moving towards Mobile eCommerce

52




Summary

Tudou, one of China‘s leading video sharing websites and one particularly associated with netizen generated content, has combined

with Shanghai Mobile in creating a campaign called ―CMCC WIFI Hotspot Check-in‖. The campaign encourages Shanghai mobile users

to discover and turn on ―WIFI hotspots‖ via LBS check-in. There is a map of Shanghai on Tudou‘s campaign site and every time a

netizen activates a ―WIFI hotspot‖, it shows up on the map.

In return for checking in, netizens are rewarded with a special ―CMCC WIFI‖ badges, providing they check in using mobile LBS apps like

Kaikai or Sifang. Such activity will be automatically synced to Tudou‘s campaign mini-site. Netizens can upload photos to the mini-site

using location based SNS, Bedo.

To encourage the ongoing upload of user generated content, Tudou maintains the ―Campus Video Show‖ in 10 universities in Shanghai.

92,938 check-ins, 446 WIFI hotspots remaining, Hurry up! link

“CMCC

WIFI”

Badge

53

http://marketing.tudou.com/shcm/wlan/rules.php


Prize Pyramid CIC View

Currently, China has 288 million mobile

internet users and penetration is only going to

increase as smart phone become more

affordable.

Generally speaking, mass mobile marketing is

still limited to ―Push SMS‖ and ―Display Ads‖.

However, social media marketing is set to find

a new platform for execution as this ever

increasing number of smart phone users get

hooked to social mobile apps like LBS,

microblog, SNS and video sharing sites.

The success of Tudou and Shanghai Mobile‘s

joint mobile marketing initiative demonstrates

that young netizens in big cities welcome this

new form of mobile marketing.

One thing to bear in mind is that mobile

campaigns rely not only on a low barrier to

entry but minimal effort across the whole

process, including prizes distribution. So real

prizes, like mobile phone credit, are ideal.

Ipad2

(2 lucky-draw)

30-hours Free CMCC WIFI: most check-ins

(top 50)

10-hours Free CMCC WIFI: most invitations via social sharing

(top 150)

20 RMB Telephone charge: discover a new “WIFI hotspot”

(total 3000 prizes)

10 RMB Telephone charge: the 5th, 10th , 20th, 40th to check in a “WIFI hotspot”

(total 3000 prizes)

LBS Check-in

Social Sharing


54



Summary:

<Find> is a new generation Android

smart phone by OPPO, a company

that established itself in the MP3

market before moving into high-end

smart phones. Interestingly, the

promotion campaign started with a

mysterious online video featuring

Leonardo DiCaprio, the star of 2010‘s

―Inception‖.

The video encapsulated the

―Inception style‖ and although only 53

seconds in length, captured netizens‘

imagination, generated substantial

online buzz and impressive user

numbers. OPPO‘s on-going social

media campaign has thus-far drawn

in over 3,200,000 people. Integrating

social networks has facilitated the

viral success of the campaign.

Upon entering the

campaign site, you

are greeted by an

introductory video,

login with your Sina

or Tencent Weibo

account and then

start the FIND ME

quest; an interactive

role playing game. Badge earned for

playing FIND ME

55


In 2010, Inception grossed over 200 million RMB in

mainland China. The dream theme remained a focus of

online conversation for weeks. By employing the same

male lead and the same mysterious atmosphere, OPPO

managed to capitalize on this trend and take consumers on

a journey which they were enclined to share with their

peers.

CIC View:

C2C (Copy 2 China) – Importing internationally renowned elements to China,

such as employing Leonardo DiCapiro and creating a video reminiscent of

Inception, establishes an aura of success and authenticity.

Mystery – Consumers are inherently interested in uncovering and engaging with

something mysterious. Serializing episodes of the FIND ME game kept

consumers hungry for more.

Integration – Netizens who see their friends enjoying the game will be attracted

to participate themselves. So, integrating the game across social platforms

increases exposure and engagement.

A Sina Weibo tweet from a consumer

who started their interactive quest to

FIND ME - and be awarded a badge.

Upon completion of the quest, consumers

were inspired to tweet their unique result,

inspiring original user generated content.


56


Summary Integration of LBS + Last Minute Sales in the Hotel Industry

Like the time-honored tradition of discount bread after 6 o‘clock in your local bakery, the last-minute holiday deal has become a fixture of modern life.

Now, some hotels are combining the two. Not slightly stale bread at check-in but half price rooms booked after 6pm. The service, established by

HotelVIP.com, now covers 4 Chinese cities; Beijing, Shanghai, Guangzhou and Shenzhen. There‘s a 24/7 hotline and the smart phone app is available

from the App Store; the first app to offer a search for discount hotels at night.

After 6pm, the discount can be up to 80% off - much lower than the online booking price on Ctrip.

LBS: your nearest discounted hotel will be displayed according to current location

More convenient: reservation and payment via your handset

High-end: only 4-star+ hotels are listed.


Time left

for booking

Price

after

discount

Distance

Available Hotels by Location

Hotel List

Make a Booking

My Order

Share by Email/SMS

Tell friend

57




CIC View

In June‘s issue of IWOM Watch, we discussed the concept of SoLoMo; Social for communication and connection with friends,

Local for real time activities based on current location and Mobile for offline engagement, anytime, anywhere.

This case underlines, not just the way brands talk to consumers, but also the means they use to communicate. Consumers will

always be drawn to a good deal and ongoing development of technology will continue to open avenues for communication that

were not available. However, successfully implementing this kind of strategy requires an understanding of the modes of

communication that will resonate most strongly with your target audience, then encourage them to generate positive IWOM by

delivering a good service and removing any barriers that may prevent them from sharing it with their friends.

App. Page on iTunes.

The integration of mobile marketing via smart phone

technology has established a new sales model.


58




IWOM WATCH

IWOM Watch 2011

APPENDIX

January - <IWOM watch Weibo Special Issue>

February - <Microblog In Action>

March - <Microblog for Online Marketing>

April - <Steps Towards Syncing Social Business>

May - <The Advent of Sino-Sociable Media>

June - <A Common Ground for Brands and Consumers>

July - <Viral Video Fever>

August - <Earning Your Owned Media>

September - <Modes of Language and Means of Expression>

October - <The Characteristics of China‟s Young Consumers>

November - <Stepping Up Social Commerce>

December - <IWOM Watch Compilation 2011>

We also provide separate biannual review reports which offer various highlights of our

IWOM watch content covering 6 months at a time. You can click here to view more.

http://ciccorporate.com/index.php?option=com_content&view=category&id=44:iwom-watch&layout=blog&Itemid=5&lang=en


IWOM WATCH

01/05/2011 IWOM mark Vol. 53

01/19/2011 IWOM mark Vol. 54 – (Li Guoqing, CEO of DangDang.com VS Staff from Morgan Stanley, GROUPON is coming soon, Dandan Style, IWOMdiscover's openning up for public

01/26/2011 IWOM mark Vol. 55 – Showing annual partites on weibo,Weixin of Tencent,VeryCD's audio & video downloading to a halt, IWOMdiscover's opening up the topic of transport during the Spring Festival

02/09/2011 IWOM mark Vol. 56 – The Rabbit Year Spring Festival Edition

02/16/2011 IWOM mark Vol.57 (Sina Weibo Social Conscience, Weibo Voicemail, Microblog-Valentines Day, Groupon China)

02/23/2011 IWOM mark Vol. 58 (Baidu Humanity Search, Microblog Auction, Search Engines Revolution, Lite-Blog, Social Network Ranking)

03/03/2011 IWOM mark Vol. 59 (Sina Weibo IM, LBS Gas Map, iPad 2, GM Recall, Chinese Top Internet Buzzes)

03/09/2011 IWOM Mark No. 60 – Social Media Crisis Edition

03/17/2011 IWOM Mark No.61 (Japanese Earthquake, 3/15 Consumer Day, Sina Weibo In-site Ad, Saving Buttowood, CIC White Paper)

03/23/2011 IWOM Mark No.62 (Earth Hour, JingWei.com, VANCL Stars, Douban.com, Imagine Cup, CIC IWOM Watch Weibo Special Edition)

04/01/2011 IWOM Mark No.63 – April Fool’s Special Edition (Google Time Machine, Jobs Visiting Innovation Works, “1st 3D Pornographic Movie”, Group Buy April’s Fool Deals, Tencent Sensory Search Engine)

04/07/2011 IWOM Mark No.64 – Micro-Movies Edition (Cadillac Big Name Ad, MG3 “For Love”, YinLu “Micro-Movie-Wanted!”, Samsung Micro-Movie Crew, NetEase Micro-Movie Festival)

04/13/2011 IWOM Mark No.65 (Vancl-wise, China Net Language Handbook, GLEAGLE Taobao Mall Store, Starbucks VIA, Douban Group Buy, Sina Weibo TV Ad, IWOM Roundtable)

04/21/2011 IWOM Mark No.66 (Crush Notifier, Cadillac Micro-Movie, Johnson & Johnson Viral Video, Dove Sina Weibo Campaign, Lenovo LePhone)

04/30/2011 IWOM Mark No.67 Social Gaming Edition

05/11/2011 IWOM Mark No.68 (5 Bar, Mother’s Day, Tuita, HaiDiLao Personal Marketing, Vancl)

05/18/2011 IWOM Mark No.69 ( Ku6.com Layoffs, Tencent’s Q+, Weibo Crisis, Weibo Groups, Viral Emoticons and Ungelivable Grammar )

06/01/2011 IWOM Mark No.70 ( Plasticizer, International Children’s Day, Sony Style Special Training Classes for Triple-A Students, Fat Rabbit Zhouzhou’s Endorsement of Siemens, Volkswagen’s User Generated Cars, Sina’s Light Blogging Service “Qing Alpha” )

06/08/2011 IWOM Mark No. 71 Skeleton Users Special Edition

06/23/2011 IWOM Mark No. 73 ( Green Pepper Mascot, FIAT & Mini Conversation, HuGe Viral Video, Jike.cn )

07/06/2011 IWOM Mark No.74 ( Baidu Links with Bing, Baidu’s Social Asset Aggregator, Sina Weibo Verifies Japan, Google+ and the World’s First Social Credit Card )

07/13/2011 IWOM Mark No.75 ( Sina Weibo Virtual Currency; Police Taobao Style; Jia An’s 2nd Viral Video; Jiepang’s Infographic; Food Experience; Everyone Against Zombies )

07/20/2011 IWOM MARK NO.76 ( The 28th Statistical Survey Report on Internet Development in China, Sina’s WeiGame Platform, Snowbeer’s Viral Video, Alipay’s Quick Login, Tencent’s Video Messaging App. “Weishi” and CIC’s Social Media Distribution Infographic )

07/27/2011 IWOM mark Vol. 77

08/10/2011 IWOM Mark No. 78 ( 7-Up’s Viral Video, Sina Weibo’s 4th Edition, Renren’s System for Evaluating SNS Advertising Value, Netease’s Lite-Blog, “Taobao Style” Hits the Streets of Chengdu, British Mobilize Riot Clean Up with Social Media )

08/10/2011 IWOM Mark NO.79 ( “Smurfs” Style, A UGC Video on Douban “The Red Scarf”, Netizens Practical Joked on Google Purchasing Motorola, Intel’s Viral Video, Weibo Accounts of “Harry Potter” Tongue Cosplay, Features of Sina Weibo’s 4th Edition )

08/29/2011 IWOM Mark NO.80 ( 2nd Zombie Followers Special Edition )

09/01/2011 IWOM Mark No. 81 ( “TVB Script” Style, Liu Xiang’s Hurdle, Durex and MINI’s Micro-Talk, “Desert Circles”, Hot for “Hold”, Hanting Inns & Hotels “Micro-Service”, 2011 Luxury White Paper )

09/14/2011 IWOM Mark No. 82 ( Table Writing, DELL’s Viral Video – “Old Herbalist’s Secret Recipe”, Social Media’s Ranking Released By Jiathis.com, Mr. Muscle’s Viral Video “The Legend of Gel 2016”, The Development Trends of Social Networks, Sina’s “Let’s Talk About Companies’ Microblogs” )

09/14/2011 IWOM Mark No. 83 ( New Look Weibo, Cucn201′s New Viral Voiceover, Google’s Group-Buy Search Service, iPhone’s Whale SMS and The Voice of Luxury )

09/21/2011 IWOM Mark No. 84 ( Enterprise Accounts: Weibo’s Top Tweeters Part 1 )

09/28/2011 IWOM Mark No. 85 ( Enterprise Accounts: Weibo’s Top Tweeters Part 2 )

10/12/2011 IWOM Mark No. 86 ( Taobao Sellers Revolt, October 10th is Adorable, Kandian Tests Social TV, In Memoery of Jobs, Sina Weibo Tackles Anti-Social Ads, China’s Ecommerce )

10/19/2011 IWOM Mark No. 87 ( CIC & Sina’s Weibo White Paper, 2 New Videos by Hu Ge, the Weibo Police, Lao Luo vs Siemens, Tencent’s English Weibo )

10/26/2011 IWOM mark No.88 ( CIC and Sina Release Hotly Anticipated Weibo White Paper, Sina Weibo’s Search Engine, Tencent Weibo Speeds Up Verification, Sina’s Micro-Messenger, Sina Weibo ID Numbers )

11/09/2011 IWOM Mark No.89 ( Renren and HTC to Release Social Mobile Phone, The User Created Douban Ad, “the Ordinary, the Arty and the Out-There”, Motorola RAZR’s Micro-Movie, Follow5.com… Takes Five, Bridging Online Conflict and Offline Resolution, China’s Ecommerce Embraces Sales Opportunity of the Century )

11/16/2011 IWOM Mark NO.90 ( Douban Does eReading & eCommerce, Nokia N9 Micro-Movie “Unfollow”, Tencent Micro-Store, Group Purchase Problems, Government Launch “Beijing’s Weibo Conference Hall” )

11/30/2011 IWOM Mark No.91 ( Shopbop.com Launches in Chinese; Renren.com 6.0; Police “Big Bang” Guide to Dealing with a Break-In; Launch of Luxury B2C Site 360top.com; The Information Office of the Shanghai Municipal People’s Government Go Weibo; Hong Kong Dragon Airlines Go “Around the World in 30 Days, Free” )

12/28/2011 IWOM Mark No.92 – A Social Reading Special 06/15/2011

IWOM Mark 72 ( China Southern Airlines’ Weibo Crisis, Sina Weibo’s Shared Content Return Rating, Sina Weibo Launch Enterprise Edition, Baidu’s Social Q&A Site )

APPENDIX IWOM Mark 2011

http://www.seeisee.com/index.php/2011/01/05/p3726

































http://www.seeisee.com/sam/2011/02/11/p2802































































































































































































































































































IWOM WATCH ABOUT CIC

Website: www.ciccorporate.com

Blog: www.seeisee.com

Service platform: www.iwommaster.com

IWOMdiscover: discover.iwommaster.com

IWOMexplorer: explorer.iwommaster.com

weibo.com/seeisee

douban.com/host/cic

slideshare.net/CIC_China

tudou.com/home/iwomchina

@cicdata

CIC_CN

linkedin.com/company/cic_3

Founder blog: www.seeisee.com/sam

IWOMcooperator: cooperator.iwommaster.com jiepang.com/cic

CIC is China's leading social business intelligence provider. CIC enables businesses to fully leverage the power of social media and

(Internet Word of Mouth) IWOM intelligence across the organization. Since coining the term IWOM in 2004, CIC has pioneered the

industry to help companies meet their social media marketing and social business needs by providing customized research,

consulting services, syndicated reports, as well as technical solutions and platforms all via an objective, third party perspective. In

addition to helping companies leverage social media intelligence for more informed decisions, CIC is monetizing the social business

industry in China by creating an integrated social business support system.

CIC utilizes its own patent pending technology to capture millions of online conversations and ‗makes sense of the buzz‘ by

assembling them into easy to understand intelligence and provides interpretation which informs strategic decisions and leads to

action. CIC gathers and mines over 100 million naturally occurring consumer comments every month from a range of uniquely

Chinese social media platforms including blogs, BBS and social network sites and applies its unique, China-derived methodology and

indexes to provide a detailed and comprehensive picture of the social media landscape and its implications for business. CIC has

well over 2 billion mentions of brands and products from well over 1 billion consumer comments that have been indexed and

archived.

CIC has strong, long term retainer relationships with leading multinational agencies and Fortune 500 companies.


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This document is for private commercial use only. Distribution to third parties

and/or publication in whole or in part is strictly prohibited without expressed

written consent of CIC.

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