IWOM watch 1st half year review 2007
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The document provides a summary of key consumer conversations and trends related to Internet word-of-mouth (IWOM) marketing in China from January to June 2007. It highlights how brands like Dell, KFC, and Google engaged with online consumers during this period. It also discusses the growing influence of online video and collaboration among Chinese internet users.
IWOM watch 1st half year review 2007
- 1. Consumer conversations for marketing: the growing influence of IWOM - CIC watch half year review, Jan-June 2007 Report Period: Jan - June, 2007 CIC Contact: [email protected]
- 2. Content Highlights • CIC watch™: Service introduction • CIC watch™ serves as a timely update of “Marketing 2.0 and PR 2.0” in China What is CIC which can be used as a reference for Internet Word of Mouth strategy planning watch • LISTEN: Dell and Qihoo use the web to systematically “listen,’ providing exact fit products and services L-K-P™ • KNOW: Google fails to “know” blogger culture; its “Dear Netizen” email to IWOM bloggers called “spam” Philosophy • PARTICIPATE: After a number of stumbles, KFC co-pilots its campaign with consumers for its 20th Anniversary • LEGENDARY TV SHOW GOES 2.0: CCTV Chinese New Year special streamed on major portal video services Online Video • NETIZENS “REPUBLISH” THEIR FAVORITE CONTENT: Gains Pirates of the Caribbean, Prison Break and Leehom are hotter than many self made Foothold videos • TV SHOWS ALSO ‘REPUBLISH’: Hot shows post clips or whole episodes on popular video sharing sites • WIKI’S GAINING FOOTHOLD: Both commercial and non-commercial wiki’s being Netizens launched Online • EZINES BY THE PEOPLE: Content created and edited by passionate fans Collaboration • COLLABORITVE PUBLISHING: Writing a better book based on shared knowledge and passion CIC watch half year review, Jan-June 2007 2
- 3. CIC WATCH: Service Introduction CIC watchTM service includes general report and client report. The general report is our bi-weekly trend watch report which provides a qualitative overview of Web 2.0 buzz. The client version focuses on the latest buzz around our client and its competitors. CIC watchTM serves as a timely update of “Marketing 2.0 and PR 2.0” in China which can be used as a reference for Internet Word of Mouth strategy planning. It is part of CIC’s retainer service package for many of our clients. This free half year review provides some highlights of our general CIC watch content covering January through June 2007. One CIC watch article is released on our blog every two weeks under the tag CIC watch. Some older editions, including previous half year review, can be found on our website here. CIC watch half year review, Jan-June 2007 3
- 4. LISTEN-KNOW-PARTICIPATE “LISTEN-KNOW-PARTICIPATE” represents CIC’S core philosophy that IWOM is not just a media, but represents Listen听 online culture and is a source of consumer insight (this is why we don’t call this stuff “social media.”) Brands must take care before entering/leveraging the world of IWOM: they must LISTEN to the voices on BBS/Blog/Video to understand key concerns/issues and they must come to KNOW and understand the online cultural landscape, rules and language. With such wisdom, Know识 brands can then PARTICIPATE in this world in appropriate, meaningful, and effective ways. For more on our thoughts on this philosophy, please see our blogs. For Chinese, see here and here. For English, see here and here. Participate融
- 5. LISTEN: Dell and Qihoo use the web to systematically “listen,” providing exact fit products and services In U.S Dell IdeaStorm is an open online community launched in February which aims to get closer to the creative side of technology by allowing people to share ideas about how to improve Dell products as well as interact with other customers and Dell experts. Using a “Digg” type model, customers suggest ideas for new products or services, and then others promote the best suggestions some of which are used by Dell (i.e. use of Linux OS, see here). Source: CIC watch Feb 15-28, 2007 In China For 360safe, a malware removal and defense software, Qihoo created an online platform named "360safe software encyclopedia“ to share its list of malware. The platform invites netizens to report unknown software/malware to the data base, and all consumers can comment on all listed malware Selection of the malware to be removed by 360safe utilizes this consumer sentiment. Source: CIC watch Mar 16-31, 2007 CIC watch half year review, Jan-June 2007 5
- 6. KNOW: Google fails to “know” blogger culture; its “Dear Netizen” email to bloggers called “spam” Google Spams Bloggers? Google Spams Bloggers? After Google launched its Daohang After Google launched its Daohang Google, why did you spam me? service, many Chinese bloggers posted service, many Chinese bloggers posted their comment on this service as well as their comment on this service as well as the company. (see sample here) the company. (see sample here) Later some of these same bloggers Later some of these same bloggers received email of press release from received email of press release from Google’s PR. The emails were regarded Google’s PR. The emails were regarded as spam by many since they were sent as spam by many since they were sent unsolicited to bloggers who expect unsolicited to bloggers who expect “conversations”, not blanket mails with “conversations”, not blanket mails with PR speak. PR speak. Why did you spam me? If you think my blog has some misunderstanding or negative influence for you, would you please leave me a comment or a trackback? I do not want to be your so called “Dear Netizen” in the mail… Update: I just received another spamming email after finishing the post…2 identical emails….hope it doesn’t happen again. I do not think there is another word than spam to describe this. PR people, do not let this happen again. Source: CIC watch Mar 1-15, 2007 CIC watch half year review, Jan-June 2007 6
- 7. PARTICIPATE: After a number of stumbles, KFC co-pilots its campaign with consumers for its 20th Anniversary KFC’s Series TVC IWOM Problem in 2006 Co-piloting its 20th anniversary in China with consumers 2007 After experiencing a number of TVC IWOM troubles in 2006, KFC launched a campaign for its 20th After experiencing a number of TVC IWOM troubles in 2006, KFC launched a campaign for its 20th anniversary in China by inviting consumers to co-pilot its celebration, creating a “get-together” atmosphere anniversary in China by inviting consumers to co-pilot its celebration, creating a “get-together” atmosphere for brand engagement. for brand engagement. On the campaign’s mini-site, the brand is inviting consumers to share their stories of “growing up with On the campaign’s mini-site, the brand is inviting consumers to share their stories of “growing up with KFC”, leave their names as part of the KFC celebration mosaic, tell the brand their favorite KFC foods, KFC”, leave their names as part of the KFC celebration mosaic, tell the brand their favorite KFC foods, enjoy previous KFC TVC’s and show their KFC toy collections. All of these events aim to one thing – enjoy previous KFC TVC’s and show their KFC toy collections. All of these events aim to one thing – starting the conversation with consumers based on how the brand has been a part of their lives. starting the conversation with consumers based on how the brand has been a part of their lives. Source: CIC watch Apr 16-30, 2007 CIC watch half year review, Jan-June 2007 7
- 8. CHINESE ONLINE VIDEO GAINS A FOOTHOLD Just like the rapid development of BBS and Blog, Video Sharing (not just Bit Torrent sites like here) is becoming an indispensable parts of netizens’ life. In the 2.0 era, it is quite easy to : - Find your favorite singer’s new music video - Find the latest episode of Prison Break - Share videos of you and your friends And much, much more…
- 9. LEGENDARY TV SHOW GOES 2.0: CCTV Chinese New Year special streamed on major portal video services Broadcasting the Gala online in real time CCTV officially cooperated with major portal sites’ video service to provide a live feed to its legendary and monumental Chinese New Year Gala online + = Do not like the normal version? Try the customized one Sina Vlog Channel (Video Blogging/Sharing Service) also held the very first netizen organized Chinese New Year’s Gala which attracted passionate support. Netizens publicly submitted their ideas about the program list for this special Gala. And many entertainment celebrities also showed their interest by making their own Vlog responses. Source: CIC watch Feb 15-28, 2007 CIC watch half year review, Jan-June 2007 9
- 10. NETIZENS “REPUBLISH” THEIR FAVORITE CONTENT: Pirates of the Caribbean, Prison Break and Leehom are hotter than many self made videos More than “self made” videos, netizens will republish popular, commercial content such as movies, TV shows, and music videos on popular sites like Tudou, Mofile and Youku. Movie TV Series Music Video Pirates of the Caribbean Prison Break Season II “You and I” - by Leehom Source: CIC watch Jan 1-15, 2007 CIC watch half year review, Jan-June 2007 10
- 11. TV SHOWS ALSO ‘REPUBLISH’: Hot shows post clips or whole episodes on popular video sharing sites More and more TV shows start utilizing online video sharing service as their re- broadcasting channels for those who want to watch the show again, who miss one episode, and those who may get hooked for the first time online. TV Show “Winner” mini-site on Tudou TV Show “Let’s Shake It” mini-site on 56.com TV Show “一笑成名” mini-site on mofile Source: CIC watch Jan 1-15, 2007 CIC watch half year review, Jan-June 2007 11
- 12. ONLINE COLLABORATION While social media means netizens become Internet content providers, it is based on social networks which gather people who share similar interest and passion. Web 2.0 tools like wiki’s, ezines and even blogs allow the passion to be shared and built upon in exponential ways.
- 13. WIKI’S GAINING FOOTHOLD: Both commercial and non- commercial wiki’s being launched While Wikipedia, the free online encyclopedia written “by the people, for the people,” gradually becomes the mainstream online source for knowledge maintenance and sharing, its “everybody is a contributor” model expands into various areas like food wiki (好聚吃) here and English word wiki (单词魔咒). Commercial Non-Commercial Dallas Mavericks, the well-known NBA team has CineWiki (中文电影维基), an ambitious project broken new ground with a wiki called MavsWiki. that aims to be a Chinese language encyclopedia of film, formally launched in 2007. The Official description of site says it is a collaborative platform for Mavs history, official It is lets film fans write, translate, and aggregate stats and the all important FAN perspective. movie knowledge, which aims to enable people Editing function of this site is open to all and it to read and reference a wider range of edited encourages everyone to share thoughts, and updated information about film. comments and photos about Dallas Mavericks. Source: CIC watch Jan 1-15, 2007 CIC watch half year review, Jan-June 2007 13
- 14. EZINES BY THE PEOPLE: Content created and edited by passionate fans Chen Luyu, Phoenix TV’s famous hostess, published her first e-magazine “Date with Luyu” on January 26. The ezine editor wrote posts on BBS to recruit some netizens to be the content contributors of this e-magazine. Many Luyu fans were willing to participate in the event. Sample Quote 报名报名，我很喜欢她~~~ (link) I like to participate and I like Chen Luyu so much. 恩,如果时间充裕的话,我一定要做这个编辑呢 (link) If I have enough time, I will like to an e-magazine editor. YJLcn is a netizen founded website which is centered on Yi Jianlian, the famous Chinese basketball player and Nike spokesperson. The site also has an free e- magazine called “MY-YJL” which is contributed by fans and published periodically. The website encourages fans to contribute their ideas and articles and art work (sample link). In addition, the website hires netizen journalists to participate in the editing of the e-magazine and pay them with virtual currency and small gifts (sample link). Hot e-magazine site: http://www.zcom.com/ Popular e-magazines: Xu Jinglei - “开啦”, Yang Lan - “澜”, Rayli - “瑞丽”, etc. Source: CIC watch Jan 16-31, 2007 CIC watch half year review, Jan-June 2007 14
- 15. COLLABORITVE PUBLISHING: Writing a better book based on shared knowledge and passion Releasing 1st outline for Small social network for book “Marketing 2.0” interested contributor Click here to join Refining the outline of the Book To be continued… A marketing 2.0 evangelist Chen Gelei published his outline for a new book "Marketing 2.0" on his blog and linked to a SNS for netizens to contribute and discuss the ideas and concepts of his book, all before it gets published. In doing this, he has given a nice example in China of collaboration through Web 2.0. Source: CIC watch Mar 16-31, 2007 CIC watch half year review, Jan-June 2007 15
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