© 2011 CIC IWOM WATCH © 2012 CIC

IWOM WATCH COMPILATION 2012

IWOM WATCH

网论观察 2012

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Sina Weibo Enterprise 2.0: A New Dimension in Weibo Marketing PAGE. 5-6 What Weibo Tags Say About Me

WEIBO DEVELOPMENT

Sina Weibo Enterprise 2.0: A New Dimension in Weibo Marketing

New Additions to Customizable Display Ads

Enterprise 2.0

We are familiar with Sina Weibo Enterprise accounts created and maintained by brands as a communication channel between themselves and their consumers.

These accounts are mostly communication tools that are occasionally used to deliver specific messages during promotional campaigns, special announcements and occasionally, respond to PR crises.

Now, with the new Enterprise 2.0 launching for all official brand accounts, Sina Weibo is about to become even more functional.

Enterprise 2.0 is not just a minor face lift but an update that is introducing a wide range of functionally customizable tools at brands’ disposal to help them truly engage their consumers more effectively.

Right: BMW’s showcase weibo account with alternate visual display of BMW culture and products.

Below: Audi’s dealer weibo account with pricing of the latest Audi models and links to full specs of these cars.

These are examples of customized Enterprise Sina Weibo accounts for auto.

Left: Tmall.com’s eCommerce portal Weibo account. Links to actual deals in Tmall.

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Sina Weibo Enterprise 2.0: A New Dimension in Weibo Marketing

Supporting Data Services

Data Services An effective Weibo brand account needs performance tracking. With the new Enterprise 2.0, Sina is providing data to support performance tracking. Included in the data package is traffic data segmented into new and old visitors, normal and active followers, etc. Exposure rate of contents in the brand Weibo account (Below).

CIC View With Sina Weibo Enterprise providing more and more sophisticated services, here’s some steps to more effective participation: 1. A more thoroughly customized account

management strategy.

2. Performance tracking for weibo promotions that does not solely rely on the default data support, but deeper content analysis for a full understanding of your brand’s performance.

3. Fully leverage available customization options to deliver the most effective message in an authentic voice.

For more insight on the new Enterprise 2.0, please download CIC’s latest Sina Weibo White Paper co-released with Sina.

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What Weibo Tags Say About Me

Summary To put it simply, “Tags” are the labels that netizens add to their social networking profile to let other members of the community know what they’re into. So, it’s fair to say this may be more aspirational than realistic, but essentially it’s the interests, activities, brands and characteristics that you choose to represent yourself.

Space is limited, well the number of characters at your disposal are, so the attempting to sum up your “character” can be tricky. As Weibo is an open social network (unlike a Renren or Facebook) and a broadcast medium, netizens are essentially looking to attract fans by association.

What are Weibo Tags?

Social Network Tags

COMMON TAGS

Night Clubber

Fashion Guy

Hair Styling Enthusiast

What Do Tags Do for Weibo Users?

Within a social network, tags are useful for differentiating a community based on shared interests. Particularly in an open social network, where peer group may not reflect real-world relationships, your connections are based on the things you have in common.

Tags make it easy to expand your social network based on the interests and associations netizens use to define themselves.

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What Weibo Tags Say About Consumers

Summary Searching for netizens who have tagged their accounts with your brand name, associated category terms or related keywords allows you to easily pick out your target consumers. Of course, it also allows advertisers to uncover potentially unknown relevancies and associations in the eyes of their consumers. The more you know about their life style, the easier you can engage with them.

Implication of Weibo Tags for Social Business

Habits

Movies &TV

Sugus Location

Astrology Personality

Enthusiast Celebrity

Otaku 90S

Step 1. Finding Related Tags

Step 2. Collecting

Relevant Data

Step 3. Analyzing

Associated Tags

Step 4. Understanding

Consumers’ Lifestyle

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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

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 a series of articles that bring 2012 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.

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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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