CIC和奥美公关合作白皮书 - 《微时代危机管理》

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P4 2011 P9 P17 P36 2012 OgilvyPR CIC CIC 3 3. 1.1 2.0 1.2 1.3 2.0 1.4 2012 OgilvyPR CIC CIC 4 4. 1.1 2.0 20042.02.0Web2.020042006CIC2.02006-20102.0)20113CIC2.0 Crisis CIC IWOM, Internet Word of Mouth()(BBS) 2012 OgilvyPR CIC CIC5 5. 1.2 2011122011 CNNIC201112 (2007)201063112.491.85 283.8%13.8%(2009)48.7%201112(2011)2750040000CNNIC 48.7% 20,000 50.0% 18,000 45.0% 16,000 40.0% 14,000 35.0% 12,0002498830.0% 10,000 25.0%8,000 13.8% 20.0%6,000 15.0%4,000 10.0%63112,000 5.0%0 0.0%201012 2011122011CICCNNIC29 2012 OgilvyPR CIC CIC 6 6. 1.3 2.0 2.0 (CIC ) 2012 OgilvyPR CIC CIC7 7. 1.4 / 2012 OgilvyPR CIC CIC 8 8. 2011 2.1 2011 2.2 2011 2.3 2011 2012 OgilvyPR CICCIC 9 9. 2011(2011 201120112011*2011 Brand 2012 OgilvyPR CIC CIC 10 10. 2.1 2011 2011 6 8,421,468 73,200 12 11 6,905,024 37,294 26 723 7 4,570,324 104,0003111 2,964,096 69,900 439 2,290,348 31,000 57 PM2.5 12 1,056,828 20,500 69 6 652,41222,100 78/5 521,80438,600 85 12 274,74049,200 94 7 146,26415,280 10 10 20111120111231 2012 OgilvyPR CICCIC11 11. 20112010 723 723 2012 OgilvyPR CIC CIC 12 12. 2.2 2011 2011 5 2,083,488 18,20012 9 1,542,032 9,970 249 1,274,492 8,030 3611497,180 3,050 48 5 375,144 20,6005111166,936 3,340 6712108,888 2,410 79 426,046 9,930 85S3 24,733 11,60093 518,024 1,110 10 10 20111120111231 2012 OgilvyPR CIC CIC 13 13. 2011 V.S. 2012 OgilvyPR CICCIC14 14. 2.3 2011 2011 2011 373,8005 1,499,140 771,900 12 903,952 846,9003 632,160544,500 7 605,376332,600 9 396,524726,400 11 318,956 719,1003 277,356CCTV 818,900 CCTV8 243,308 1216,400 11 169,916 1112,4007 102,652 20111120111231 2012 OgilvyPR CIC CIC 15 15. 20112011 2012 OgilvyPR CIC CIC 16 16. 3.1 - - 3.2 - - - - 2012 OgilvyPR CICCIC 17 17. 3.1 - - 2012 OgilvyPR CICCIC 18 18. - 620 622 624 626 71 74 724 83 817-, 6.20-8.20, 2011140,000 1 2120,000 100,000 80,000 30W 60,000 40,000 20,000 0 CIC IWOM Data Panel20116208203,372,081 2012 OgilvyPR CIC CIC19 19. Web2.0 Web2.0 90%* Baby CICGroupM2011, 201182 2012 OgilvyPR CIC CIC 20 20. 1/3 4 622 626 71RC ilook 1/3 ilook RC CIC IWOM Data Panel3,962, 8,5295,005 2012 OgilvyPR CIC CIC21 21. 626() 8 3 baby ()@baby baby CIC IWOM Data Panel86,014 2012 OgilvyPR CICCIC 22 22. - 710 711() 713CEO 714 718 () 72263 () 83 () 1231 , 7.10-8.20, 20111 23 4 90,000 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000 0 CIC IWOM Data Panel2011710820600,830 2012 OgilvyPR CICCIC23 23. 710 711 7145,000() ilook5,1285,166 2,9701,1163,863 1,038CIC IWOM Data Panel5,128,5,166 2,970 2012 OgilvyPR CICCIC 24 24. 2011711 () 49.78% 61% 48.74% 6%48.74%1.48%1.48%CIC IWOM Data Panel3,8632011713 711 13.89% 64.71% 21.40%64.71% 7852011718 ()26.40% 72.30%1.30%72.30% 1.30%CIC IWOM Data Panel1,170201172263200() 2012 OgilvyPR CIC CIC25 25. 718 308 96 135354 48.19% 51 10 37 7 18 36 http://t.cn/aWJRKw , 23 1.30% , 52.10%21 //@: ,14 0~ 46.60% 13 CIC IWOM Data Panel1,353 2012 OgilvyPR CICCIC 26 26. 3.2 - - - - 2012 OgilvyPR CICCIC 27 27. - 9218:22 92112 92113:153 92116:42 9229:4112100 100 92216200 , 9.20-9.25, 2011;/ 3,2001 2 2,800 2,400 2,000 1,600 1,200 800 400 -920921 922 923 924 925 CIC IWOM Data Panel20119209253,08913,532 2012 OgilvyPR CIC CIC28 28. 1 @ @ 924 23:22@ 923 11:14@ @ 922 19:0712 100100922 17:18 2012 OgilvyPR CIC CIC 29 29. - 92714:1010 92714:1710 92714:4030 92715:05 92715:171 92715:23 92716:03 92719:1110 10612 , 9.27-10.11, 2011 120,0001: 2: 100,00080,00060,00040,00020,000 0 927 928 929 930 101 102 103 104 105 106 107 108 109 1010 1011CIC IWOM Data Panel20119271011169,491 2012 OgilvyPR CIC CIC30 30. 9.27, 2011 1110 23,270 9,953 22 114:1010 1451 14519 CIC IWOM Data Panel927 27 15,285 3,327 27 2012 OgilvyPR CIC CIC31 31. - 88 8818:56 88 89 8177 826101 , 8.7-8.28, 2011 1214000 12000 10000 8000 600040002000 0CIC IWOM Data Panel20118782829,313 2012 OgilvyPR CIC CIC 32 32. 65.3%15.6%3 88 88() 88 , , , , 14.30% 8.60% 23.60%26.50% , 11.80% ,, , 65.30% 15.60% 34.30% CIC IWOM Data Panel4,2291,678 2012 OgilvyPR CICCIC33 33. - 1061000iPhoneiPad() 1000 21:25 1014 1025 1026 () 119 ,10.6-11.13, 2011 1 2 3100,000 80,000SOHO 60,000 40,000 20,000 0CIC IWOM Data Panel20111061113347,448 2012 OgilvyPR CICCIC34 34. , 106 1.94% 57.54% 29.54% 10.98% 29.54% 1014 1.68% 50.13% 3.42% 44.77% 44.77% FT 1025 1025 2.25% 29.88% 4,000 64.35%2,400 3.52% 64.35% / 2012 OgilvyPR CIC CIC35 35. 4.1 4.2 2012 OgilvyPR CICCIC 36 36. 4.1 3063140 2012 OgilvyPR CICCIC 37 37. You cannot always control what might happen to you, but youcan control how you deal with it. And, in the end, thats whatmatters. Kurt P. Stocker 2012 OgilvyPR CIC CIC 38 38. 4.2 : 3C Care Communication Control 2012 OgilvyPR CIC CIC39 39. 4.2 1. 2. Preparation 3. 4. 1. 2. 3. Responding4. 5. 1. : 2. Recovery 2012 OgilvyPR CICCIC40 40. (in the connected age) the public face of business has changed forever and corporations who fail to recognize this will risk having their reputations, often lovingly built up over generations, damaged in an instant WPP CEO 2012 OgilvyPR CIC CIC 41 41. 2 360 4003 360 Holmes Report/2010 Holmes Report/2008 Holmes Report/60 2008 20092010/PR Week 2008++ Content @ http://weibo.com/ogilvy: [email protected] : [email protected]@ogivly.com [email protected] 2012 OgilvyPR CICCIC 42 42. CICCICCIC2004IWOM - CICCICIWOMmaster ID (IWOM) CICCICIWOM Roundtable weibo.com/seeisee CIC 2011 8090 CIC www.douban.com/host/cic CIC_ - www.seeisee.com 2011CIC www.seeisee.com/sam www.tudou.com/home/iwomchina CICSlideshare www.slideshare.net/CIC_China www.slideshare.net/CIC_Chinawww.jiepang.com/cic125A108, , 200042, : 021 - 5237 3860 | : 021 - 5237 3632www.linkedin.com/companies/cic_360C1006, , 100025, @cicdata: 010 5908 [email protected] CIC_CN 2012 OgilvyPR CIC CIC43 43. CICCICCIC 2012 OgilvyPR CICCIC 44 44. @ @seeisee CIC8621-2405-1608 8610-5908-0268 ext. [email protected] [email protected] 2012 OgilvyPR CICCIC 45. 2012 OgilvyPR CIC CIC