IWOM WATCH 2006 - 2010© 2010 CIC IWOM WATCH

IWOM WATCH

网论观察

Topic2: Brands Crisis upgrade to 2.0

IWOM WATCH COMPILATIONS

© 2010 CIC

2006-2010

IWOM WATCH 2006 - 2010

IWOM WATCHABOUT IWOM WATCH

什么是网络口碑网论观察 :CIC 网络口碑网论观察，包括对互联网热点话题、社区文化、最新营销案例三部分内容观察，经由 CIC 分析师的深度解读，让您于第一时间掌握消费者洞察和数字营销资讯。

作为专业的社会化媒体及网络口碑分析咨询公司， CIC 热衷关注网络上的热点事件，并且自 2006 年起每月发布网络口碑网论观察月报。不仅是对中国“营销 2.0 和公关 2.0” 信息的及时更新，能为品牌，代理制定网络口碑营销战略计划时提供参考。网络口碑网论观察也是 CIC 为多数客户提供的长期服务之一。

本册网络口碑网论观察合集，精选了自 2006 年至 2010 年间有关营销案例部分的 7 个类别共 34 篇文章，其中 21 篇经过整理提供了中英文版本并印刷成册 ( 全部文章请参阅随书附赠的光盘 ) ，为您展示过去 4 年中网络口碑网论观察的精彩内容。

What is IWOM watch: A monthly trend guide making sense of hottest buzz, unique online culture as well as dissecting case studies of online marketing campaigns seen in the past month.

As a professional social media & Internet Word of Mouth (IWOM) consultancy, we always pay close attention to the latest hot issues online and issue IWOM watch reports every month since 2006. It serves as a timely update of "Marketing 2.0 and PR 2.0" in China and can be used as a reference for IWOM strategy planning. It is part of CIC's retainer service package for many of our clients.

For this IWOM watch compilations, we collected 34 articles and combine into 7 categories, 21 articles in bilingual are printed out for this book (you can get all articles in CD contained in book), which offer various highlights of our IWOM watch content covering 4 years at a time.

本网络口碑网论观察中的多数图片与相关引用均来自互联网公开信息，凡带 CIC 字样的图片均为CIC 公司所有。任何对本网络口碑网论观察中任何内容的不当使用都将被视为对 CIC 知识产权的侵犯， CIC 有权诉诸于法律。

IWOM WATCH 2006 - 2010

IWOM WATCH目录

2.0时代下的品牌危机 P6 当代言人出现网络危机时，看品牌如何快速做出公关反映 P10 多媒体分享在 2.0 时代危机处理中的地位日趋上升 P14 360 安全卫士与金山毒霸陷微博公关战 P17 星巴克的故宫危机 P20 汉兰达遭遇爬坡门

IWOM WATCH 2006 - 2010

IWOM WATCHCONTENTS

Brands Crisis upgrade to 2.0 P5 Brands react quickly to spokespersons online reputation crisis P9 The growing status of multi-media sharing services in 2.0 crisis ？ P13 360 VS Kingsoft P17 First Crisis2.0 case in 2007: Starbucks in forbidden city T20 Toyota HighLander faces “Fail-to-Climb Gate"

IWOM WATCH 2006 - 2010 5

ay 21 st

May 21 st

May 21 st

May 21 st

2.0时代下的品牌危机

Brands react quickly to spokespersons online reputation crisis

当代言人出现网络危机时，看品牌如何快速做出公关反应

May 24th, Sharon Stone “blames China’s earthquake on Karma” - “It was very interesting… Is that karma, when you are not nice that bad things happen to you?”

May 28th, Dior China reacts to issue

May 29th, Dior China terminated all advertising campaigns related to Stone in China

Summary On May 24, at the Cannes film festival in France, Sharon Stone expressed her feeling towards Sichuan earthquake in a 35 mins interview. The international media quickly picked out a 10-second clip focusing on one statement “blaming China’s earthquake on Karma.” This one quote was quickly spread throughout the Chinese Internet, and by May 25 there were already tens of thousands of comments condemning Stone’s statement on major Chinese BBS sites including Tencent, Tianya, Sohu, Netease. Netizens asked for an apology and called for a boycott of all brands that use Stone as a spokeswoman.

Dior, reacted quickly, issuing an announcement on May 28th disagreeing with Stone’s opinion and then on May 29th, Dior China decided to terminate all advertising campaigns related to Stone in China, and removed all posters throughout China within two days.

| Source: June, 2008

May 25th, netizens spread tens of thousands of messages condemning her on BBS.

IWOM quotes让我们向 Dior 等与沙朗斯通签约代言的国际公司发出呼吁，呼吁他们立即中止让沙朗斯通代言的合约，否则，全体中国消费者，必将抵制这些用沙朗斯通代言的品牌和产品。 (Link) / Let’s call for the international companies who have contracts with Sharon Stone, like Dior, to terminate the contracts with her, otherwise all Chinese consumers will boycott the relevant brands and products that represented by Sharon Stone.

Dior 不换代言人中国人就不要去买！ (Link) / If Dior does not change the spokesman, we Chinese will not buy the products.

IWOM WATCH 2006 - 2010 6

ay 21 st

May 21 st

May 21 st

May 21 st

2.0时代下的品牌危机

Brands react quickly to spokespersons online reputation crisis

当代言人出现网络危机时，看品牌如何快速做出公关反应

3 月 24 日，莎朗斯通将中国汶川地震归于因果报应。“这很耐人寻味…这就是所谓的因果报应吧，恶有恶报？

5 月 28 日，迪奥中国回应此事

5 月 29 日，迪奥中国终止莎朗斯通在华所有广告代言活动。

概要5 月 24 日法国戛纳电影节上，莎朗斯通在一段 35 分钟的采访中表述了自己对四川地震的感想，国际媒体迅速截取了一段 10秒钟的言论，斯通说中国地震实属报应。此番言论随即在中国互联网炸开了锅，截至 5 月 25 日，腾讯、天涯、搜狐、网易等中国主流互联网论坛已有成千上万条指责莎朗斯通过激言论的评论。网民要求莎朗斯通就此道歉并号召公众抵制其代言的所有品牌。

迪奥对此迅速做出回应，于 5 月 28 日发表声明，表示不认可斯通的言论；紧接着在 5 月 29 日，迪奥中国决定终止斯通在华的所有广告代言活动，并将于未来 2天内撤下相关宣传海报。

| 来源： 2008 年 6 月刊

5 月 25 日，网民们在各大论坛发布了成千上万的信息谴责莎朗斯通。

网络口碑摘录：让我们向 Dior 等与沙朗斯通签约代言的国际公司发出呼吁，呼吁他们立即中止让沙朗斯通代言的合约，否则，全体中国消费者，必将抵制这些用沙朗斯通代言的品牌和产品。 (Link) / Let’s call for the international companies who have contracts with Sharon Stone, like Dior, to terminate the contracts with her, otherwise all Chinese consumers will boycott the relevant brands and products that represented by Sharon Stone.

迪奥不换代言人中国人就不要去买！ (Link) / If Dior does not change the spokesman, we Chinese will not buy the products.

IWOM WATCH 2006 - 2010 7

ay 21 st

May 21 st

May 21 st

May 21 st

2.0时代下的品牌危机

Brands react quickly to spokespersons online reputation crisis

当代言人出现网络危机时，看品牌如何快速做出公关反应

Stone has apologized for her controversial comments about the Chinese earthquake.

IWOM quotes:

宽容看待莎朗斯通辱灾事件 兼谈媒体责任 (Link)Be tolerant to face Sharon Stone issue, and media should have its responsibility.

莎朗斯通真的说了地震是对中国的报应吗？ (Link)Did Sharon Stone really say the earthquake is the karma of China?

莎朗斯通穿帮迪奥危机公关 . (Link)Sharon Stone and Dior Crisis management go against the grain.

Summary

Then on June 1st, a group of netizens including Sina A-list blogger Han Han, came to Stone’s defense by releasing Stone’s full interview online with Chinese translation. Han criticized the media for spreading Stone’s quote out of context stating, “Stone was not wrong, but the only mistake was that she made a wrong speech in a wrong time at a wrong place, especially in front of a wrong media.”

Furthermore, Stone released a personal apology on June 1st mentioning that she disagreed with Dior China’s quick decision and method for handling the “crisis” stating that the media had distorted her original statement. Stone in total apologized three separate times, stirring buzz and new debate each time and keeping the topic a hot issue among netizens.

| Source: June, 2008

IWOM WATCH 2006 - 2010 8

ay 21 st

May 21 st

May 21 st

May 21 st

2.0时代下的品牌危机

Brands react quickly to spokespersons online reputation crisis

当代言人出现网络危机时，看品牌如何快速做出公关反应

莎朗斯通就其关于中国地震的争议言论致

网络口碑摘录 :

宽容看待莎朗斯通辱灾事件 兼谈媒体责任 (Link)Be tolerant to face Sharon Stone issue, and media should have its responsibility.

莎朗斯通真的说了地震是对中国的报应吗？ (Link)Did Sharon Stone really say the earthquake is the karma of China?

莎朗斯通穿帮迪奥危机公关 . (Link)Sharon Stone and Dior Crisis management go against the grain.

概要随后在 6 月 1 日，包括新浪名博头号人物韩寒在内的部分网民，在线发布了斯通的完整版采访，配以中文翻译，替斯通开脱。韩寒指责媒体不顾上下文语境，断章取义，“斯通是在错误的时间，错误的地点和错误的媒体说了一场错误的表白。其中关键是错误的媒体。”此外，斯通也于 6 月 1 日公开致歉，并表示媒体故意曲解其原文，迪奥中国武断处理“危机”的方法不可取。斯通的前后三次致歉，均作为热点话题引发了网络热议和辩论。

| 来源： 2008 年 6 月刊

IWOM WATCH 2006 - 2010 9

ay 21 st

May 21 st

May 21 st

May 21 st

2.0时代下的品牌危机

The growing status of multi-media sharing services in 2.0 crisis

多媒体分享在 2.0时代危机处理中的地位日趋上升

Online Album Video Sharing

BBS/Forum IWOM quotes (link)

晕，揭发的好！ It is good to disclose such situation!

千万别买 LG 的东西Please don’t buy LG product anymore.

Summary

Nov,2006 dennon4080 (yahoo ID) uploaded 44 pictures of LG product renewal factory

Jan,2007 “League to expose LG’s problem” , a group of former LG employees, disclosed that LG has been renewing old products for more than 8 years

Jan,2007 Many BBS such as YESKY, China, Tianya, Xcar copy / pasted this post which replied by many angry consumers

Feb,2008 LG renewal factory video exposed on video sharing sites such as KU6 and 6rooms

| Source: March, 2007

IWOM WATCH 2006 - 2010 10

ay 21 st

May 21 st

May 21 st

2.0时代下的品牌危机

The growing status of multi-media sharing services in 2.0 crisis

多媒体分享在 2.0时代危机处理中的地位日趋上升

网络相册 视频分享

论坛 网络口碑摘录 (link)

晕，揭发的好！ It is good to disclose such situation!

千万别买 LG 的东西Please don’t buy LG product anymore.

概要11/2006 dennon4080 (yahoo ID)上传了 44张 LG 产品翻新工厂的照片01/2007 “揭批LG联盟” ，一帮 LG前雇员爆料， 8 年多前 LG就开始操作旧产品翻新再销售01/2007 各大论坛，如天极网, 中国网, 天涯, 爱卡汽车网纷纷转载此贴，引来大批愤怒的消费者围观02/2007 LG翻新工厂的相关视频在酷6和 6间房泄出

| 来源： 2007 年 3 月刊

IWOM WATCH 2006 - 2010 11

ay 21 st

May 21 st

May 21 st

2.0时代下的品牌危机

The growing status of multi-media sharing services in 2.0 crisis

多媒体分享在 2.0时代危机处理中的地位日趋上升

CIC View

It is not surprising to see another 2.0 crisis ignited through online social media like BBS and Blog. But it is interesting to see the active/key role of Video Sharing and Photo Sharing service in this case. This could be a signal that multimedia sharing services would be a big negative buzz source against company. Rich content’s impact on netizens is direct and make the content more trustworthy (seeing is believing…)and anyone with appropriate hardware and internet connection can easily do this. If consumers are getting more and more used to expressing their complaints through the multimedia content sharing platforms, the crisis result could be much more powerful than the pure text’s influence on BBS and Blog.

Receipt for refurbish Refurbishing in action A refurbishing store

| Source: March, 2007

IWOM WATCH 2006 - 2010 12

ay 21 st

May 21 st

May 21 st

2.0时代下的品牌危机

The growing status of multi-media sharing services in 2.0 crisis

多媒体分享在 2.0时代危机处理中的地位日趋上升

翻新收据 翻新进行中 某翻新仓库

CIC 观点论坛、博客等在线社会化媒体引发了又一例 2.0 危机并不稀奇，有趣的是视频和照片的分享在此次事件中起到了关键作用。这标志着多媒体分享作为消极传播源，对公司而言势必不容小觑。丰富内容带给网民的影响直接有效，且令其资讯的可信度更高（眼见为实… ) ，任何持有相关设备并能联网的人都可以轻易地传播。如果消费者越来越习惯于运用多媒体分享平台来表达不满，其在论坛和博客上所造成的危机后果将远远超出平白直叙的文字。

| 来源： 2007 年 3 月刊

IWOM WATCH 2006 - 2010 13

Summary

On May 21st, two leading Chinese Internet Security companies 360 and Kingsoft started an online PR war by targeting each others’ products. During this event both 360 Safety Guard Chairman, Zhou Hongyi, and the CEO of Kingsoft Antivirus, Wang Xin, continuously updated their QQ micro blogging pages making their respective cases.

Following on from this, two other Internet security companies Keniu Antivirus and Maxthon Browser then also proceeded to join in on this PR war, attracting further attention from netizens.

PR war between 360 Safety Guard and Kingsoft Antivirus via microblogs360安全卫士与金山毒霸陷微博公关

战

Kingsoft claimed that 360 persuaded netizens to uninstall Kingsoft products

360 and Kingsoft started to accuse each other through QQ microblog

Keniu Antivirus disclosed 360’s malicious interception, other software also joined in the war

Expansion of this PR war between 360 and Kingsoft

May 21 st

May 25 th

May 25 th

May 27 th

2.0时代下的品牌危机

| Source: June, 2010

IWOM WATCH 2006 - 2010 14

PR war between 360 Safety Guard and Kingsoft Antivirus via microblogs360安全卫士与金山毒霸陷微博公关

战

金山声称 360 安全卫士借口安全问题诱使用户强行卸载金山网盾

360 与金山相互指责，在腾讯微博展开口水战

可牛杀毒揭露 360恶意拦截，其他软件也随后加入混战

360 金山公关战进一步扩大化

5月 21日

5月 25日

5月 25日

5月 27日

2.0时代下的品牌危机

概要

5 月 21 日，两家中国互联网安全公司，奇虎 360 和金山安全以互相抨击对方产品拉开公关战。此次事件中，奇虎 360董事长周鸿祎和金山安全 CEO王欣，不间断地通过腾讯微博表明各自的立场。

与此同时，另外两家互联网公司可牛杀毒和遨游浏览器也先后加入混战，引起网民的更多关注。

| 来源： 2010 年 6 月刊

IWOM WATCH 2006 - 2010 15

IWOM quotes

This is nothing bad with this war, at least Mr. Zhou revealed some inside stories which we would never know. 口水战也没什么不好，最起码老周曝光了一些我们从来不知道的黑幕，让我们看的更清。 Link

I checked both of their micro blogging, Zhou had more attacking words of Kingsoft. 看了一下周鸿祎和王欣的微博，周鸿祎基本上所有都在攻击金山，而王欣攻击 360 的却比较少。哎！ Link

Internet belongs to everyone and we need to develop together, those who want to occupy alone would fail first. 网络是大家的，要共同发展，谁想独吞，谁就先倒下 Link

Would you keep focus on this war?

Who do you think would be the casualty?

Do you wish to see this war all the time?

Has micro blogging became an important public opinion platform?

YesNo

YesNo

YesNoNot concern

Kingsoft360Netizens

45.05%54.95%

66.78%33.22%

27.48%10.36%62.16%

26.46%63.85%

9.68%

CIC View

More and more brands started to use microblog as a promotion platform. In this PR war case, Zhou Hongyi set a negative example in using this platform. As CEO of a company, attacking other companies or products via microblog would certainly cause negative impact, so that it would also have negative impact on its own brand. No matter spokesperson or employee of a company needed to learn how to use microblog properly, which would help the brand build a good image on the Internet.

An Open Fight Between Factions The First Time Microblog Became The Battlefield of Public Opinion

2.0时代下的品牌危机

PR war between 360 Safety Guard and Kingsoft Antivirus via microblogs360安全卫士与金山毒霸陷微博公关

战

| Source: June, 2010

IWOM WATCH 2006 - 2010

你会持续关注 360 金山口水战吗 ?

你认为谁是真正的受害者 ?

你是否希望类似口水战不断上演 ?

你认为微博已成为重要的舆论平台吗 ?

会不会

是否

希望不希望无所谓

金山360网民

45.05%54.95%

66.78%33.22%

27.48%10.36%62.16%

26.46%63.85%

9.68%

CIC 观点

越来越多品牌开始使用微博作为营销平台。此次公关战中，周鸿祎树立了运用微博平台的反例。作为公司 CEO ，在微博攻击其他公司或产品必然带来负面影响，自家品牌也会因此受到牵连。无论公司的发言人还是普通员工，都应该学习如何恰当地使用微博，这将有助公司在互联网上建立良好的品牌形象。

两大派系的公开较量 微博首次成为公众表达意见的战场

2.0时代下的品牌危机

网络口碑摘录：

This is nothing bad with this war, at least Mr. Zhou revealed some inside stories which we would never know. 口水战也没什么不好，最起码老周曝光了一些我们从来不知道的黑幕，让我们看的更清。 Link

I checked both of their micro blogging, Zhou had more attacking words of Kingsoft. 看了一下周鸿祎和王欣的微博，周鸿祎基本上所有都在攻击金山，而王欣攻击 360 的却比较少。哎！ Link

Internet belongs to everyone and we need to develop together, those who want to occupy alone would fail first. 网络是大家的，要共同发展，谁想独吞，谁就先倒下 Link

16

PR war between 360 Safety Guard and Kingsoft Antivirus via microblogs360安全卫士与金山毒霸陷微博公关

战

| 来源： 2010 年 6 月刊

IWOM WATCH 2006 - 2010

2.0时代下的品牌危机

17

First Crisis2.0 case in 2007: Starbucks in forbidden city星巴克的故宫危机

PV: 556,480 Reply: 2,711

CCTV Anchor Rui Chenggang writes an blog article, asking Starbucks to move out of the Forbidden City in Beijing

Sample Link: 1, 2

Netizens start actively discussing about this incident, and much of the buzz is negative against Starbucks

Sample Link: 1,2

Online and Offline mainstream media start reporting this incident. Forbidden City palace is considering closing the Starbucks outlet on its grounds

IWOM quotes (Viewers’ comments on Rui Chenggang’s Blog)支持到底。希望更多的人看到。 / I will support you on this without any doubt. And I hope more people will see your article. 让我感觉到什么是民族感 , 什么是自尊心 / You make me feel and understand the meaning of National Pride and self-esteem.

| Source: January, 2007

IWOM WATCH 2006 - 2010

In the "old days," a company crisis typically started in traditional media, and then was amplified via on BBS and Blogs. "Black March" of 2005 with SK-II, Heinz, KFC and others offer plenty of cases. And this is what we call crisis 1.0.

Now, more and more, crisis' are actually starting on BBS or blogs. In the U.S., it started with Kryptonite. Then, Dell Hell, and more recently Comcast and AOL. For overview in China, see Business Week . Also, see our analysis here and here. This new era of crisis is 2.0 now.

2.0时代下的品牌危机

18

First Crisis2.0 case in 2007: Starbucks in forbidden city星巴克的故宫危机

Crisis 2.0Crisis starts on blog / BBS, and then is picked up by mainstream media

Crisis 2.0Crisis starts on blog / BBS, and then is picked up by mainstream media

Crisis 1.0 Crisis 2.0

| Source: January, 2007

IWOM WATCH 2006 - 2010

CIC ViewIn the user-friendly web 2.0 era, news is much more easily to spread since every netizen can be online content contributor. Under this situation, companies will face more risk when negative news breaking out. And netizens are active and vocal when it comes to business comment, especially the comment on well-known companies. Brands like VW, Dell, KFC have already experienced the power of social media.

• Providing real-time response to the internet now becomes the very necessary capability of each company, and PR agency.

• Definitely, companies should be tracking, but it is not necessarily true they need to always respond. Not every complaint online is a crisis. Posting a response on a blog or in a forum can lead to even more problems.

• In the case of Starbucks, it is important to remember that the "crisis" is now a "mainstream" crisis, not just one sitting in social media. Decisions on how to react should be made based on a full understanding from a PR perspective (and sometimes legal), not just an online perspective, and in this age of Crisis 2.0, decisions should be made fast. This is another reason why PR firms need to "get" social media. If they don't, the social media is going to "get" them.

2.0时代下的品牌危机

19

First Crisis2.0 case in 2007: Starbucks in forbidden city星巴克的故宫危机

| Source: January, 2007

IWOM WATCH 2006 - 2010

2.0时代下的品牌危机

20

Toyota HighLander faces “Fail-to-Climb Gate"汉兰达遭遇爬坡门

Summary

Mr. Xia, the owner of a Toyota HighLander 2.7 in Wenzhou discovered that he could not drive up a 30-degrees slope and that other cars including the tiny Chery QQ could easily scale. He then checked with car distributor 4S for explanation, but did not get reasonable answers. After the issue was exposed by local TV media, the video quickly found its way online and spread widely to mainstream communities such as Xcar (Link), which of course led to a big stir with over 200,000 posts in December. Netizens even organized large-scale field tests to verify. It is rumored that the company tried to control this situation by blocking traditional media and that sparked anger within the community, leading to spoofing of the brand.

IWOM quotes:

Subject: 汉兰达爬坡门 / HighLander “Fail-to-Climb Gate”(Link)

Reply:8,215 PV: 1,553,838

Quote: 屏蔽，封口，丰田真的能横着在中国走吗。 / I cannot believe that Toyota can be so arrogant in China. (Link)

Only HighLander 2.7 could not climb this slope

Netizens made “egao” of this issue

Don’t laugh at me, I just cannot climb the slope only

Many netizens organized field tests

Evoked over 200,000 posts about this issue

| Source: December, 2009

IWOM WATCH 2006 - 2010

CIC View

The community is the media. We have seen in the case of Highland “Fail-to-Climb Gate”, although the brand tried to block traditional media, netizens were still able to express their opinions on various online communities. The action of blocking traditional media and keeping silence did not go down well with netizens. It led to increased negative attitudes towards the brand and the issue became a sticky situation. In fact, such issues for brands are not new. We saw Polo having issues in 2006 and we wrote about Crisis 2.0 in 2007.

Many thoughts were actually generated by netizens on what the brand should do in such situations. There were expectations that the company could pay attention to suggestions and be more proactive. Prompt reactions from officials about the issue would be welcomed by netizens. To avoid a crisis, companies should examine reactions online and take appropriate actions.

2.0时代下的品牌危机

21

Toyota HighLander faces “Fail-to-Climb Gate"汉兰达遭遇爬坡门

IWOM quotes:

丰田解决问题的方法让我们相当的失望，不但没有通过积极的对话来解决车主的问题，而是一味的采取“危机公关” . / I was disappointed with Toyota, as it just took crisis PR action to deal with this issue, instead of active communication with car owners.(Link)

希望你们正视车的问题，妥善解决，至少有改进的想法和意图，并能化做行动。我们只要你轻轻的一句问候，一个解释 ./ We wish that you could face the problem of car and solve it appropriately. What we only want is your explanation.(Link)

Netizens’ attitude 1. Unsatisfied with

the brand’s action

2. Hoped the communication and explanation

| Source: December, 2009

IWOM WATCH 2006 - 2010

IWOM WATCH附录

2006 – 2010 所有网络口碑网论观察月刊主题2006年7 月 ( 上 ) - 全球最热博客主人徐静蕾成为 AMD 代言人 7 月 (下 ) - 欢迎进入危机 2.0 时代

8 月 ( 上 ) - 莱卡好男儿易趣开店8 月 (下 ) - 谁说一线品牌才有粉丝军团？奇瑞 “新奇军” 军号嘹亮

9 月 ( 上 ) - “ 门”事件频繁现身网络9 月 (下 ) - 最高通缉 – 视频追击雅阁女

10 月 ( 上 ) - 什么样的企业博客适合你的公司？10 月 (下 ) - 肯德基产品广告网络质疑绵延不断

11 月 ( 上 ) - 品牌与网络意见领袖的合作基础 – 意见独立性11 月 (下 ) - 电子消费品零售巨头赞助网络社区意见领袖博客

12 月 ( 上 ) - 上海大众将品牌体验延伸至虚拟游戏世界2006下半年刊 (7 月 - 12 月 )

7 月 ( 上 ) - MySpace 中国取代奇虎成为 MSN 社区频道合作伙伴7 月 (下 ) - 危机可能通过任何渠道来传播

8 月 ( 上 ) - 专业爆吧组织 -逐渐得势的破坏力量 ?8 月 (下 ) - 百度知道里的肯德基均衡饮食

9 月 ( 上 ) - 吃麦当劳汉堡得淘宝抵用券9 月 (下 ) - 从”晒客“到”晒黑“族

10 月 ( 上 ) - 网络实名制能否强化社交网站根基？10 月 (下 ) - IBM 计划扫除虚拟世界间的障碍 11 月 ( 上 ) - 网民衷于参与富有争议性的品牌相关讨论11 月 (下 ) - 网络口碑让奥妙修改其电视广告

12 月 ( 上 ) - Ku6 通过”拍客” 概念激发网民讨论12 月 (下 ) - 摩托罗拉牵手兔斯基网络营销 Q8 2007下半年刊 (7 月 - 12 月 )

2007年1 月 ( 上 ) - 聚合新旧媒体 - 快速发展的网络视频分享服务1 月 (下 ) - 2007 年首例 Crisis2.0: 故宫星巴克

2 月 ( 上 ) - 年轻一代引领地方时尚网站2 月 (下 ) - 首届播客春晚：我的春晚我做主

3 月 ( 上 ) - 多媒体分享平台日益显露危机制造者本色？3 月 (下 ) - 戴尔直通车 : 戴尔发布中文版公司博客

4 月 ( 上 ) - 网民对奖品并不总是趋之若骛4 月 (下 ) - 快餐业巨头拥抱网络互动

5 月 ( 上 ) - 别克凯越 HRV再掀真人秀热潮5 月 (下 ) - 问答 DIY- 网民的问题网民答 6 月 ( 上 ) - 魅族平台 － 品牌化的粉丝社区2007 上半年刊 (1 月 - 6 月 )

2008年1 月 ( 上 ) - 追客 - 我追 , 我追 , 我追追追 !1 月 (下 ) - “爆吧“成为更多网民宣泄愤怒的手段

3 月 ( 上 ) - 陈冠希艳照事件同时引发时尚话题3 月 (下 ) - 日渐流行的虚拟礼物

4 月 ( 上 ) - 达人活动 : 一种简单却有效的营销方式4 月 (下 ) - 最热古汉字“囧”引领新潮网络文化

5 月 - 特别版 - 互联网及网络口碑全面直击四川地震 6 月 ( 上 ) - 黄氏激情解说，尽在新浪欧洲杯在线直播2008 上半年刊 (1 月 - 6 月 )

7 月 ( 上 ) - 网民对于品牌活动滥用网络语言表示反感7 月 (下 ) - 宽带山为其网站主办环保袋的设计、评选和销售活动

8 月 - 北京奥运真正赢家：阿迪达斯还是李宁？

9 月 ( 上 ) - 首批 90后大学生宣言：我们就是不一样！9 月 (下 ) - 今天你 SNS 了吗 ? - 火热 SNS 在中国

10 月 ( 上 ) - 虚拟紫禁城上线10 月 (下 ) - 微软黑屏行动在中国 11 月 ( 上 ) - 社交网站能否有潜力成为有影响力和 公信力的点评站点 ?11 月 (下 ) - 网民热捧山寨版春晚2008下半年刊 (7 月 - 12 月 )

2009年1 月 - 火爆！今年年货网上买

2 月 - 各大搜索引擎情人节图案浪漫绽放

3 月 - 新东方打造教育 2.0

4 月 - 网民狂欢在愚人节 5 月 - “悦活”果汁，不仅仅在开心花园受到关注

6 月 - 社会化媒体网越来越贴近我们的生活2009 上半年刊 (1 月 - 6 月 )

7 月 – 我们都在互联网“生活”

8 月 - 在线娱乐新方式

9 月 – 我们是中国年轻一代 !

10 月 – 永不停歇的互联网进化史

11 月 – 互联网对线下活动的影响日渐扩大

12 月 – 今天你“低碳”了吗 ?2009下半年刊 (7 月 - 12 月 )

2010年1 月 – “快”就一个字

2 月 – 互联网危机预警

3 月 – 网民的力量

4 月 – 互联网创意无限 5 月 - “团购”正流行

6 月 - “69圣战” 一触即发

7 月 – 今天你凡客了吗

IWOM WATCH 2006 - 2010

IWOM WATCHAPPENDIX

Year 2006Jul (1st) - AMD chooses world’s hottest blogger Xu Jinglei as spokesperson Jul (2nd) - Welcome to the crisis 2.0 era

Aug (1st) - Lycra My Hero – new business on eBay Aug (2nd) - Only great brands have online fan base? The Chery Army sounds-off online

Sep(1st) - “Gate” incidents frequently appears online in 2006 Sep(2nd) - Most wanted – hunt Accord Girl through video

Oct(1st) - What kind of corporate blog fits your company? Oct(2nd) - KFC’s Cyberspace Woes Continue

Nov(1st) - Want to engage / cooperate with e-fluencers? Let them stay independent for credibilityNov(2nd) - Electronics retailer BestBuy sponsors gadget shopping blog – e-fluencers’ voice matters

Dec(1st) - Shanghai VW extends POLO experience into virtual gaming world2006 2nd half year review (Jul - Dec)

2006 – 2010 Topics of IWOM watch

Year 2007Jan (1st) - Converge the new and the old – online Video Sharing ServiceJan (2nd) - First Crisis2.0 case in 2007: Starbucks in Forbidden City

Feb (1st) - Popular local site dominated by young fashionable generationFeb (2nd) - Netizens created their own Spring Festival Gala

Mar (1st) - The growing status of multi-media sharing services in 2.0 crisisMar (2nd) - Dell launches Direct2Dell Chinese

Apr (1st) - Rewards are not always embraced by netizensApr (2nd) - Fast-food giants enjoy online interaction

May (1st) - Buick Excelle HRV drives The Truman ShowMay(2nd) - Time for Q&A DIY

Jun (1st) - Meizu platforms - a case about branded destination for fans2007 1st half year review (Jan - Jun)

Jul (1st) - MSN and MySpace have entered a partnershipJul (2nd) - Crisis spreading through expanding IWOM landscape

Aug (1st) - “Forum Crushing Groups” – a rising destructive power? Aug (2nd) - KFC nutrition page on Baidu Zhidao

Sep(1st) - Eat McDonalds hamburger and get Taobao couponSep(2nd) - From “Shai Ke” to “Shai Hei”

Oct(1st) - Will real name system strengthen social network sites?Oct(2nd) - IBM plans to remove the blocks between different virtual worlds

Nov(1st) - Netizens love joining in controversial brand related conversationNov(2nd) - IWOM made OMO change its TVC?

Dec (1st) - Ku6 triggered netizens’ buzz through “Paike/拍客” conceptDec (2nd) - Motorola Q8 cooperates with Tuzki2007 2nd half year review (Jul - Dec)

Year 2008Jan (1st) - Zhui Ke (追客 ) – Let’s ChaseJan (2nd) - “Forum Crushing” – a way for netizens to express their dissatisfaction

Mar (1st) - Edison Chen Photo Gate incident is not just about celebritiesMar (2nd) - Virtual Gifts: Campaigns and SNS integrate popular Internet trend

Apr (1st) - Da Ren Activity: A simple but effective marketing approachApr (2nd) - “囧 (Jiong)”, one of the oldest Chinese characters, now leads a new wave of net culture

May Special Edition - Internet and IWOM shape the Sichuan earthquake aftermath

Jun (1st) - Sina hires sports commentator favored by netizens 20081st half year review (Jan - Jun)

Jul (1st) - Netizens criticize the misuse of net language in brands advertisementsJul (2nd) - In response to plastic bag ban, Chinese netizens go green on BBS communities

Aug (1st) - The IWOM winner in 2008 Beijing Olympics, Adidas or Li Ning?

Sep(1st) - First 90’s kids start college - “We are 90s, we are unique!”Sep(2nd) - SNS applications target engaged consumers

Oct(1st) - The Forbidden City virtual gameOct(2nd) - Microsoft releases “Black Screen” in China

Nov(1st) - SNS encourages netizens to write reviews and express opinionsNov(2nd) - The Shan Zhai Spring Festival Gala highly anticipated by netizens2008 2nd half year review (Jul - Dec)

Year 2009Jan - Spring Festival online markets explode in popularity

Feb - Valentine logos on search engines creates buzz online

Mar - Education 2.0: New Oriental Promotes Q＆ A services

Apr - April Fools’ Day - A festival for netizens

May - Lohas juice successfully promotes its brand on the game ‘Kaixin Garden’

Jun – Social Media Getting Closer to Real Life2009 1st half year review (Jan - Jun)

Jul – When We Live Together Online

Aug – The Birth of New Entertainment Ways

Sep – We are the Chinese Youth Generation!

Oct – The Ever Evolving Internet

Nov – Internet amplifies the impact of offline events

Dec - “Have you been ‘low-carbon’ today?”2009 2nf half year review (Jul - Dec)

Year 2010Jan - Faster, Faster and Faster

Feb - Ahead of crisis

Mar – The power of netizens

Apr – The Internet can be infinitely creative

May – Making sense of “Tuan Gou”

Jun – Break out of “69 Jihad”

Jul – Have you VANCLIZED

IWOM WATCH 2006 - 2010

IWOM WATCH更多了解 CIC

Know more about IWOM Round table:IWOM Roundtable (including IWOM Panel, IWOM Summit, IWOM Classroom, IWOM Gathering) is one of CIC's communication platforms aimed at IWOM related industries and clients. Initiated by CIC, IWOM Roundtable aims to share updated IWOM information, discuss questions and achievements of IWOM development and gradually promote and improve the IWOM industry.

Know more about IWOM White paperAs a thought leader in IWOM, CIC launched its first white paper in 2006. We have been launching regular white papers ever since. To get more details about these, please view here.

If you would like to find updated IWOM intelligence (CIC White paper, IWOM watch and eNewsletter, IWOM mark, Industry watch…) in one place, then apply for your IWOMmaster ID now.

CIC 2010 Syndicated reportsCIC proudly announces the launch of a new generation of syndicated reports covering high profile industries and topics (Including SNS, SKINCARE, HAIR CARE and NOTEBOOK). View our dedicated mini site for more detail.

了解 IWOM圆桌会议：IWOM圆桌会议 ( 包括网络口碑座谈会，网络口碑峰会，网络口碑校园行，网络口碑聚会) 是由 CIC 发起并组织的网络口碑相关行业和客户互动交流的平台，该平台旨在共享网络口碑（ IWOM）最新信息、讨论网络口碑（ IWOM）发展过程中的遇到的问题与研究的成果，帮助推动网络口碑（ IWOM）行业的日臻成熟与完善。

了解 IWOM白皮书：在 CIC ，我们思考关于网络口碑的一切。 CIC 知识管理中心都会不断整理在中国网络口碑研究领域宝贵的经验，基于市场调研、信息技术、社会学、统计学等领域多样化的研究方法，同时引进先进思想和革命性概念，定期发布高质量的 CIC网络口碑白皮书系列，不断向客户以及网络口碑研究与咨询行业分享 CIC 的网络口碑信息精髓以及开拓性的理念体系，推动在网络口碑领域的发展。

申请 IWOMmaster ID即可第一时间获得最新的网络口碑资讯一站式服务 ( 包括 CIC白皮书，网络口碑趋势观察， IWOM mark, 行业观察… )

CIC 2010年行业报告：CIC 发布了 2010 年新版行业报告，内容涉及目前广受瞩目的行业和话题，包括 SNS， 护肤， 护发及 IT笔记本) ，欲了解详情可访问我们的专题页面。

IWOM WATCH 2006 - 2010

IWOM WATCHABOUT CIC

As China's first and leading provider of Internet intelligence and insights based on IWOM (Internet Word of Mouth), CIC provides customized research consulting services, syndicated reports, as well as technical solutions and platforms to help companies meet their business and marketing needs. Since coining the term IWOM in 2004, CIC has pioneered the industry by supporting strategic planning and innovations across the entire spectrum of communications including brand reputation, business intelligence, product development, advertising, media, campaign planning and execution all via an objective, third party perspective.

Utilizing its patent pending text mining technology and analytic tools, CIC makes sense of over 46 million naturally occurring consumer comments every month. CIC gathers these messages from a range of uniquely Chinese social media platforms including blogs, BBS and social network sites and applies its unique, China-derived methodology and indexes to provide a detailed and comprehensive picture of online discussions and their implications. CIC has analyzed and archived well over 1.5 billion mentions of brands and products from well over 1 billion consumer comments.

CIC has built and maintained strong, long term retainer relationships with multinational agencies and Fortune 500 companies, including Nike, Pepsi, Intel, L'Oreal Group, BMW, P&G, Unilever and many more.

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IWOM WATCH 2006 - 2010

IWOM WATCH关于 CIC

CIC 是中国领先的专业从事互联网、社会化媒体以及网络口碑 (IWOM)研究的咨询公司，为客户提供定制化研究咨询服务、标准化行业报告、技术解决方案以及在线数据分析平台等产品和服务。作为网络口碑行业的领导者， CIC 自 2004 年起率先投身于网络口碑领域中，定义并诠释了“ IWOM- 网络口碑” 这一概念，帮助客户认知社会化媒体及互联网文化的发展，以更好地将其运用于品牌公关、行业竞争分析、消费者研究与产品开发、营销沟通、媒体策划及执行、营销效果评估等领域的商业需求和战略创新，为客户和行业提供客观的第三方视野。

通过自主研发的专利文本挖掘技术和分析工具， CIC 每月收集四千六百万条消费者自发讨论，分析研究消费者对品牌、产品以及服务的评价，并帮助客户从中挖掘出价值。五年来， CIC 分析存储的各类品牌和产品相关的网络口碑数据总量已超过 15亿，覆盖门户及垂直网站的论坛、博客和 SNS 网站等各类中国网络社区。同时， CIC特别针对与中国网络社区和中文语义特点研发的专属网络口碑研究体系和数据指标，定期为行业分析师和营销人员提供详细全面的中国网络口碑洞察。

CIC 的长期客户和合作伙伴包括多家财富 500强跨国公司，如耐克、百事、英特尔、欧莱雅集团、宝马、宝洁、联合利华等，并且和多家顶级代理公司建立了长期战略合作关系。

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IWOMmaster平台 : www.iwommaster.com

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创始人博客 : www.seeisee.com/sam

IWOM WATCH 2006 - 2010

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