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© 2012 CIC
IWOM WATCH COMPILATION 2012
IWOM WATCH
网论观察 2012
PAGE. 3-4
Netizen Response to Product Placement PAGE. 5-6 Effectively Combining Online and Offline Engagement PAGE. 7-8 The Voice of China: Digital Engagement for Traditional Television
INTEGRATED MARKETING
Summary
All of BMW’s models appear “Mission: Impossible 4", but rather than being viewed as awkward and unnatural, fans were excited and generated a significant volume of positive buzz in China’s social media. Besides Tom Cruise driving, and just showing off, BMW’s fascinating new concept car, there is also a scene in which Tom successfully foils the villain’s evil schemes purely thanks to the safety features of the BMW 1 series. In addition to the blatant product placement, BMW also released a series of TV commercials to maximize on exposure.
Netizen Response to Product Placement
BMW Stars in “Mission: Impossible 4”
宝马概念车第一次看到它电影里出现，那个流线型的车身，哦卖噶，彻底迷住了[link] OMG, I was totally obsessed with the BMW concept model when I saw it in the movie.
看了碟中谍4 对宝马产生了独特的感情 这也太经撞了 这安全气囊 也太安全了 要是真的这样 我也想要一辆 [link] After watching this movie, I have a crush on BMW. BMW vehicles are so safe that I really want to have one.
3
CIC View
Brands placing their products in movies is always going to be a little risky. However, BMW’s placement within “Mission: Impossible 4” has proved successful. The movie generated over 500 million US dollars worldwide, gaining massive exposure for the BMW brand. Of course, BMW went to great lengths to maximize on this opportunity. Through a well integrated social media strategy, the positive sentiment and significant buzz volume amplified and maintained through a series of well executed marketing activities.
Netizen Response to Product Placement
Frequent Interaction via Social Media
Community Participation
Sample Quotes: 宝马的广告做得很实，拉风的外型，绝佳的装备，以及无以伦比的安全性[link] Ads for BMW in “Mission: Impossible” are solid: charming appearance, excellent gear, and unbeatable safety performance. 好想看《碟中谍4》，据说里面宝马的植入很炫[link] I would like to watch the movie as it is said the placement of BMW is gorgeous
Generate positive feedback & maintain netizen engagement
Brand related articles across various media.
Direct, authentic communication with consumers via brand social media.
Engage customers to engage with branded offline activities.
Diversify Branded Content
Product placement highlighting the key features of BMWs.
Product Placement
BMW Stars in “Mission: Impossible 4”
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2012 DELL XPS Ultra Travel
Effectively Combining Online and Offline Engagement
Dell worked with Jiepang to launch the “2012 DELL XPS Ultra Travel” campaign to promote the new Ultrabook XPS. Anyone using a phone to check-in at authorized vendors and sharing to Weibo is awarded a badge that can then be redeemed for a gift.
During the campaign, there were more than 70,000 check-ins and Weibo retweets.
2012 DELL XPS ULTRA TRAVEL Sample Quotes：
上海站活动耶！我是上海的，支持戴尔中国，期待好运 [Link] It would be held in Shanghai! I’m from Shanghai. Support Dell and hope I’m lucky. 我在[活动] 天河城 - 2012 DELL XPS超极之旅拍了照片：@戴尔中国 被科技化的外形和设计吸引~ [Link] I was attracted by the technological appearance and design. 我在[活动] 万达广场(五角场店) - 2012 DELL XPS超极之旅拍了照片：#戴尔XPS超级之旅#超级美女配戴尔超级电脑。超级给力。[Link] Super model with Ultrabook. Super cool!!!
Highlights：
The live tweeting and retweeting included netizens in the offline experience.
An impressive exhibition stand enriched the overall experience.
Effective integration of LBS.
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2012 DELL XPS Ultra Travel
Effectively Combining Online and Offline Engagement
CIC View
1. Pattern — Offline participation to online engagement - the tour brings the offline experience to more consumers; the quality of the exhibition encourages visitors to turn that offline experience into online engagement.
2. Spread — LBS increase exposure and attract more netizens from more platforms.
3. Effect — Understanding the elements of the offline experience that generate the most social engagement and the means of online engagement that generate the greatest response from netizens are key to creating more effective promotion.
0%
5%
10%
15%
20%
25%
Shanghai
Beiji
ng
Guangdong
Henan
Sic
huan
Jia
ngsu
Fujia
n
Zhejia
ng
Lia
onin
g
Neim
enggu
Shandong
Chongqin
g
Heilo
ngjia
ng
Hubei
Shanxi
Yunnan
Male 41%
Female 59%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Interaction on Spot Authorized Campaign City
Respondent Demographic
Due to the sleek and artistic design, more than half of respondents were female.
Engagement Medium Geographic Response
Over a quarter of respondents engaged with the official account on location.
More than half of netizen respondents were from Shanghai, Beijing and Guangdong; the authorized campaign cities.
Data source: CIC IT Industry Sina Weibo Data Panel.
6
Summary
Audience ratings are the measure of television success, so promotion to drive up viewing numbers is the aim of any engagement. In addition to their conventional advertising, television programs are increasingly establishing an official presence in social media via Sina Weibo. As a hot entertainment program, “Happy Camp” (快乐大本营) founded an official account and employ standard tweet and retweet functions to publish program forecasts and reviews. Popular dating show “You Are the One” (非诚勿扰) shares pictures and videos to generate buzz about the program. Beyond program information and video sharing, “Up Every Day” (天天向上) use hot topics and content tags to attract attention and generate engagement with their official account. Essentially, although these three examples cover three tiers of engagement strategy, they focus more on promotion and less on communication with their fans.
Simple Tweet and Retweets Hot Topic and Content Tags
The Happy Camp(快乐大本营) official account(Link) was established three years ago, primarily to publish program information. With the simple tweeting and retweeting mechanism, Happy Camp shared program forecasts and reviews.
Congratulations to the beautiful Xie Na Link
Multimedia Content: Pictures & Video
As a popular dating show, the official Weibo account of “You Are the One” (非诚勿扰) (Link) paid more attention to contestant registration and introducing the female guests. Through rolling pictures on the left of the page, netizens can find information on signing up, and via promotional tweets, fans are fed the latest information about the female guests.
Established: August, 2009 Followers: 4,364,718
Established: March, 2010 Followers: 3,769,795
Establish Time:August,2009 Followers:395,699
Up Every Day’s (天天向上) official account(Link) uses hot topics and content tags to make its engagement more relevant. •Hot topic: Netizens could easily find program topics at the top of the “Up Every Day” account page.
•Content tag: The “Up Every Day” account uses content tags to categorize its tweets for improved user experience.
The Voice of China: Digital Engagement for Traditional Television Operating Traits of Television Program Accounts
7
CIC View
The most popular program on Chinese TV this summer was “The Voice of China”, attracting the nation’s highest audience rating every Friday evening. This show’s popularity brought one million followers to its Sina Weibo account and helped it to the top of Weibo’s film and television rankings. As a TV program account, Weibo content is focused on promotional information, which it did very effectively. It build two official accounts, one in Weibo and the other in Weiba, Sina’s BBS style forum. Via “The Voice of China” official account, it clearly communicates timely program information, using hot topics, news and video. In addition to it’s role as a publication platform, “The Voice of China” Weibo also engages and interacts with netizens, using voting systems and retweeting hot topics to increase buzz volume. Through integrated use of official accounts, “The Voice of China” listens, knows, and participates in the on-line discussion.
Polling System The Voice of China uses a polling system to encourage netizen engagement; netizens can quickly and easily vote for their favorite singer. Weibo Interaction The Voice of China posts official website links and retweets the hottest news for more timely communication with fans. Quotes: 胡苗苗陕西:很期待周五的比赛//Looking forward to Friday’s competition. Link 枫叶jwf:中国好声音越来越多的激情与感动,给力//The Voice of China gave us more passion and sensation, awesome! Link
The Voice of China published hot topics, hot news and video on its official account to help netizens know more program information. By adding links, netizens could easily find the content and video they are interested in.
Structure: Establish an Official Presence
In order to promote “The Voice of China” and increase its audience numbers, the TV show opened two official accounts: an account on Sina Weibo and another on Sina’s BBS-like, Weiba chat forum, to listen netizen opinion.
Promotion: Tweet on Hot Topics and Post Popular Videos
Interaction: Participate in Community Discussion
Hot Topic Hot News Hot Video Hot Video
The Voice of China: Digital Engagement for Traditional Television Operating Traits of Television Program Accounts
8
IWOM WATCH About CIC
CIC is China's leading social business intelligence provider, enabling enterprise to fully leverage the power of social media and Internet Word of Mouth (IWOM) intelligence across the organization. Since 2004, CIC has pioneered IWOMized technology, research and consulting. Firstly, by coining the term IWOM and then being the first to raise the concept of “social business” in China. As the industry thought leader, we have always been at the forefront of China’s internet and social business revolution. CIC is China’s largest integrated 3rd party provider of technical IWOM solutions, social media studies and social business intelligence. In order to help companies effectively leverage this social business intelligence, CIC provides customized research, consulting services, syndicated reports, and industry trend watches, rich in actionable insight. In addition to helping brands accomplish their social business aims, CIC is also monetizing the social business industry in China, creating an integrated social business support system (IWOMmaster), powered by our proprietary technical solutions and platforms. CIC utilizes its own patent pending technology to capture millions of online conversations and “makes sense of the buzz” by analyzing them to draw out insight that leads to more effective 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, microblogs and social networking sites, then by applying our unique, China focused methodology, provide a comprehensive picture of the social media landscape and its implications for business. To date, CIC has archived almost 7 billion mentions of brands and products, from over 2 billion consumer comments. CIC has developed solid, long-term retainer relationships with leading multinational agencies and Fortune 500 companies. For over 8 years, CIC has persisted in analyzing the milestones of China’s social media landscape, sharing the most innovative concepts and practices in IWOM in white papers and trend watches of various industries. We’ve always been committed to providing an unbiased, third-party perspective, to enrich the whole industry and help enterprise grasp the revolutionary opportunities brought about by the development of social business. In early 2012, as China’s leading social business intelligence provider, CIC agreed to be acquired by WPP’s Kantar Media, the media research and insight division of Kantar, as a move to strengthen its position and with aim to expand its social offering across Asia Pacific. Kantar Media has over 5,000 employees around the world, is currently working with 22,000 companies, tracking 3 million brands across 50 countries. As the consumer insight arm of WPP, Kantar Media provides strategic advice and competitive intelligence to the world’s leading brands, publishers, agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry. (media release) CIC will continue to provide social business intelligence from an objective, third-party perspective, to the world’s leading brands and agencies.
© 2012 CIC
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In this IWOM Watch compilation, we have collected and categorized a series of articles that bring 2012 into focus. For
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IWOM WATCH CIC IWOM watch archive
2012: 2012 IWOM Watch Travel Special Edition | view IWOM watch Compilation 2011 | view 2011: IWOM watch Special Edition: Microblog | view 2010: IWOM watch Special Edition: LBS (Location-based service) | view IWOM watch compilations from 2006 to 2010 (part 7) - How brands marketing under social media age | view IWOM watch compilations from 2006 to 2010 (part 6) - Interaction in virtual gaming world between brands and netizens | view IWOM watch compilations from 2006 to 2010 (part 5) - The inspiration from “Shai”,“Show” culture for brand marketing | view IWOM watch compilations from 2006 to 2010 (part 4) - Spoof – Brand’s “ending” or “chances”? | view IWOM watch compilations from 2006 to 2010 (part 3) - Viral videos storm come up with brands | view IWOM watch compilations from 2006 to 2010 (part 2) - Brands Crisis upgrade to 2.0 | view IWOM watch compilations from 2006 to 2010 (part 1) - New product promotion way through new media - Seckill & Group purchase | view
2009 IWOM watch 2nd half year review 2009 | view IWOM watch 1st half year review 2009 | view 2008 IWOM watch 2nd half year review 2008 | view IWOM watch 1st half year review 2008 | view IWOM watch May Special Edition (Sichuan Earthquake) 2008 | view 2007 IWOM watch 2nd half year review 2007 | view IWOM watch 1st half year review 2007 | view 2006 IWOM watch 2nd half year review 2006 | view
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