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We are proud to be launching a new series of syndicated reports which cover industries, topics and provide invaluable insights into China’s social media as applied to brands and products. While a useful tool for any brand or industry operating in the Chinese market, these reports are a must-have for those contemplating a China market entry. Welcome to contact us for the full report and more details, email: [email protected]
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IWOM TOPIC OVERVIEW
热议主题深度分析
An IWOM Topic Overview Report focused on SNS in China: Your guide to SNS consumer insight and digital intelligence from Internet Word of Mouth (IWOM)
SNS (Social Network Service) Report
Vol. 2010 2010 年更新版
© 2010 CIC
IWOM Topic OverviewTable of Contents
Introduction
Part One: China IWOM Introduction
Part Two: Current Status Overview of the SNS Industry
China’s fast-growing and unique SNS environment
Key players in China’s SNS world
SNS trend snapshot
Part Three: What is the Connection Point between Brands and SNSs
Zhuantie reanimates viral marketing
Web gaming enhances brand engagement
Official brand property for dedicated netizens
Part Four: Future Trends in the SNS Territory
Mobile phone-based SNS
The SNS concept goes universal
IWOM Topic Overview6 AREAS OF IWOM INSIGHT
P
P
LL
K
K
ENGAGEMENT: Internet community engagement
EXECUTION: Marketing campaign planning&
execution
EVALUATION: Brand reputation/equity evaluation
INTELLIGENCE: Market audit&
business intelligence
INSIGHT: Consumer insight for product development
Participate
ListenKnow
Reshaping the Relationship between Brands and Consumers
PR / Brand team
Marketing dept./
Digital marketing agency
Digital PR/
Digital / Media agency
Marketing team / advertising
agency
Consumer insight /
Marketing research/R&D
Business intelligence /
Strategy planning
营销管理需要研究，分析，借鉴网络口碑和网络社区文化
品牌网络声誉评估
行业与竞争情报分析
消费者研究与产品反馈
激发营销创意
参与网络社区互动
营销活动执行与反馈
IWOM Topic OverviewWhere?
Complete overview of the most important SNS platforms
What are the platforms?How sizeable are they?How do they compete?What sets them apart from each other?
IWOM Topic Overview
360quan
5460.net
Cyworld
Baidu Zone
Ipart
51.com
Chinaren
Myspace
Renren
Kaixin001
3,467
7,403
16,788
19,557
20,902
23,134
26,454
27,630
62,568
72,442
Top 10 SNS Buzz Volume Ranking OverviewJuly – December, 2009
Base: Total SNS buzz volume: 326, 537 posts, Jul – Dec. 2009360quan
5460.net
Cyworld
Baidu Zone
Ipart
51.com
Chinaren
MySpace
Renren
Kaixin001
Unit: post
Key players in China’s SNS World
IWOM Topic Overview
Who?
Clear-cut classification of China’s SNS users
Who spends time on SNS?What draws them to SNS interaction?What and who keeps them there?
IWOM Topic Overview Syndicated SNS Report 2010 7
Hot BBS Group OnlineSocial Game Applications
Parking War
Virtual Gifts
Celebrities and Brands page
KAIXIN001 INTRODUCTIONEmerging in 2008 and growing at an incredible speed, Kaixin001 performed a miracle in the Chinese SNS field by targeting young white collars
Key Features for Kaixin001:
Emerged in 2008, grew incredibly fast targeting young while collars.
There are so far over 70 million registered users on Kaixin001 and it’s still gaining momentum.
Easy and relaxing online gaming is what characterizes Kaixin, which attracts many brands looking to expose their logo to netizens on a daily basis. Many celebrities and brands started their own pages on Kaixin to take advantage of its disseminating effect.
IWOM Topic OverviewHow?
Learn about the most successful SNS-based campaigns
Which brands have successfully tapped into China’s SNS potential?How did they do it?What can YOU learn from their success or failure?
IWOM Topic Overview Syndicated SNS Report 2010 9
CASE STUDY - CHEVROLET CAR PARKING - Chevrolet took advantage of the popularity of the Car-parking game for integrated marketing Summary:
As a pioneer in terms of applying integrated marketing
into SNS games, Chevrolet took advantage of the
popularity of Transformers and successfully stepped
onto SNSs to target the huge amount of consumers
there.
Billboards in the Car-parking game were set,
showcasing the impressive Chevrolet Transformer. In
just 3 hours, over 2,000 netizens had made friends
with Chevrolet.
Sample Quotes: There is a car in the Car Parking game that can turn into a Transformer. Does anybody know which car it is? What’s the name of it? 校内网抢车位中有一辆汽车，是可以变成变形金刚的，麻烦问一下那辆车叫什么名字？ Link
How can I buy the Chevrolet Camaro in the car-parking game? 抢车位中雪佛兰 Chevrolet Camaro 怎么买？ Link
IWOM Topic Overview Syndicated SNS Report 2010 10
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