IWOM WATCH 2006 - 2010© 2010 CIC IWOM WATCH

IWOM WATCH网论观察

Topic4: Spoof – Brand’s “ending” or “chances”?

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

恶搞是品牌的终点还是拐点 P6 消费者可以巧妙轻松地在网上“涂改”你的企业形象 - 花 21 分钟致电叫停 AOL ？ P8 网络恶搞背后的价值：“春熙路刀客”恶搞作品 P14 克莱斯勒网络恶搞视频 - 品牌和网民正在互相认可 P17 消费者可以巧妙轻松地在网上“涂改”你的企业形象 - 网民让你说“ SORRY P18 品牌“破产”恶搞事件

IWOM WATCH 2006 - 2010

IWOM WATCHCONTENTS

Spoof – Brand’s “ending” or “chances”?

P5 Company trembled: Consumers could easily rebuild your brand image online in a creative way - 21 minutes’ call to cancel AOL!

P7 The value of spoofing – netizen redesign the “Chunxi Rd Knife Guy” photo associated with brand advertisements

P13 Chrysler online spoofing video: Brands and netizens find middle ground for connection P17 Company trembled: Consumers could easily rebuild your brand image online in a creative way - sorry about

our poor customer service P18 “Miss XXX forever! XXX filed for bankruptcy protection”

IWOM WATCH 2006 - 2010 5

Consumers could easily rebuild your brand image in a creative way - 21 minutes’ call to cancel AOL!

消费者可以巧妙轻松地在网上“涂改”你的企业形象 - 花 21 分钟致电叫停AOL!

ay 21 st

May 21 st

May 21 st

恶搞是品牌的终点还是拐点

Summary Cancel AOL: a netizen taped the conversation while trying to cancel his AOL network account through hot line service. The tape was finally released on his personal site. And because of the terrible service, the audio caused heated online discussion after leaving a shocking image to the listeners. NBC interviewed this netizen and broadcasted the tape on its TV news program. FYI: The netizen had to shut down his site because of the huge traffic.

CIC ViewThe netizens tells you what they are feeling and how they react and impact on “your service”, and their fantastic comments could be easily broadcasted everywhere, not only via internet, but traditional media.

Chinese netizens have all of the components necessary: penetration of mobile phone and digital cameras with video capability, easy to use video sharing sites like SeeHaHa and YoQoo,. We fully expect this trend to continue in China.

Link to: Cancel AOL

| Source: July, 2006

IWOM WATCH 2006 - 2010 6

Consumers could easily rebuild your brand image in a creative way - 21 minutes’ call to cancel AOL!

ay 21 st

May 21 st

May 21 st

恶搞是品牌的终点还是拐点

网络口碑摘录叫停AOL: 一位网民录制了自己通过热线电话注销他在AOL 网站账户的一段对话。这段录音最终在他的个人网站上被公布。正式因为 AOL 的糟糕服务，这段音频在为广大听众留下了一个令人震惊的印象后引起了热烈的在线讨论。 NBC采访了这个网友，并在电视新闻节目中播放了这段录音。供您参考 : 由于巨大流量导致了拥堵，这个网民不得不关闭了他的个人网站。

CIC 观点网民告知他们对您服务的感觉以及印象。这种令人难以相信的评论会传播到各个角落，不仅可以通过网络，还可以通过传统媒体。中国网民拥有了一切必备的条件：有摄像功能的手机与数码相机，这些都能轻而易举地将所拍的视频分享到一些视频分享网站，例如SeeHaHa 和 YoQoo. 我们热切希望这种趋势能在中国不断延续。

Link to: 叫停AOL

消费者可以巧妙轻松地在网上“涂改”你的企业形象 - 花 21 分钟致电叫停AOL!

| 来源： 2006 年 7 月刊

IWOM WATCH 2006 - 2010 7

The value of spoofing – netizen redesign the “Chunxi Rd Knife Guy” photo associated with brand advertisements

网络恶搞背后的价值：“春熙路刀客”恶搞作品ay 21 st

May 21 st

恶搞是品牌的终点还是拐点

Photoshop redesign by netizens

SummarySeveral months ago, a knife wielding mad man was captured by police on Chunxi Road, a business street in Chengdu. After somebody put the original photos of this issue online, many other spoofing pictures, associated with brand slogan or ads, were redesigned by netizens and widely spread on the internet (see Baidu image search result here).

Classic spoofing advertisement redesign

See more brand associated pictures here and here

The original photo

| Source: September, 2007

IWOM WATCH 2006 - 2010 8

The value of spoofing – netizen redesign the “Chunxi Rd Knife Guy” photo associated with brand advertisements

网络恶搞背后的价值：“春熙路刀客”恶搞作品ay 21 st

May 21 st

恶搞是品牌的终点还是拐点

原始图片

网民 PS (Photoshop) 后

概要数月前，一名“刀客”被成都警方抓获。在一位匿名者将事件照片传到网上后，一群网民开始恶搞这些照片，网民将照片重新设计，并配上了品牌标语或广告，而这样被恶搞后的照片迅速地在网络上蔓延开来。

经典恶搞广告作品

更多和品牌相关的图片请看这里和这里

| 来源： 2007 年 9 月刊

IWOM WATCH 2006 - 2010 9

ay 21 st

May 21 st

May 21 st

May 21 st

The value of spoofing – netizen redesign the “Chunxi Rd Knife Guy” photo associated with brand advertisements

网络恶搞背后的价值：“春熙路刀客”恶搞作品

恶搞是品牌的终点还是拐点

IWOM quotes:真是太有创意了！令人叫绝，不得不服啊 It is so creative! I have to admire it! (link)哈哈 ,太经典了 , 随心所欲 ! 有意思 ! It is so classic and casual. Really interesting! (link)真是帅呆了！表情平静…身兼数个国际品牌得广告代言Cool! Calm…And he is also a lot of brands’ spokesperson. (link)

Chunxi Road Knife Guy Samsung LCD advertisement spoofing series

QQ movie post spoofing series

Xiao Pang movie character spoofing series

“Continually competition” throughout the spoofing

CIC ViewOnce a netizen spoof something from one kind of perspective (e.g. movie post or advertisement), the others will follow up with him and make better redesign works.

If a company initiate a hotspot from an appropriate and positive angle, then neitzens will probably follow it and make it more popular.

| Source: September, 2007

IWOM WATCH 2006 - 2010 10

ay 21 st

May 21 st

May 21 st

May 21 st

The value of spoofing – netizen redesign the “Chunxi Rd Knife Guy” photo associated with brand advertisements

网络恶搞背后的价值：“春熙路刀客”恶搞作品

恶搞是品牌的终点还是拐点

网络口碑摘录 :真是太有创意了！令人叫绝，不得不服啊 It is so creative! I have to admire it! (link)哈哈 ,太经典了 , 随心所欲 ! 有意思 ! It is so classic and casual. Really interesting! (link)真是帅呆了！表情平静…身兼数个国际品牌得广告代言Cool! Calm…And he is also a lot of brands’ spokesperson. (link)

恶搞三星 LCD 广告之春熙路刀客系列

恶搞经典电影宣传海报之 QQ系列

恶搞经典电影角色之小胖系列恶搞作品中的连续效应

CIC 观点一旦一个网民从一个方面进行恶搞（例如电影海报或者广告），其他网民就会陆续效仿并制作更好的恶搞作品。如果一家公司从一开始就找到一个合适与积极的热点来进行引导，那么网民就会自然而然的进行效仿并使其流行。

| 来源： 2007 年 9 月刊

IWOM WATCH 2006 - 2010 11

ay 21 st

May 21 st

May 21 st

The value of spoofing – netizen redesign the “Chunxi Rd Knife Guy” photo associated with brand advertisements

网络恶搞背后的价值：“春熙路刀客”恶搞作品

恶搞是品牌的终点还是拐点

Properly leverage netizens’ creativity and productivity

CIC ViewAs a popular net culture, spoofing picture redesign is being related to brands more and more. But in fact, it doesn’t always cause bad impact among netizens. As netizens say, it can increase brand awareness, and also enable more netizens know and remember it due to its association with popular culture.

If a company can properly leverage this type of creativity and productivity found on the net, the brand image and perception would be able to spread out more widely and quickly than any other traditional marketing campaign.

For example, the 7up leveraged and encouraged netizens’ video spoofing creativity and net culture in its new campaign.

7up MV spoofing contest

| Source: September, 2007

IWOM WATCH 2006 - 2010 12

ay 21 st

May 21 st

May 21 st

The value of spoofing – netizen redesign the “Chunxi Rd Knife Guy” photo associated with brand advertisements

网络恶搞背后的价值：“春熙路刀客”恶搞作品

恶搞是品牌的终点还是拐点

合理利用网民的创造力和生产力

CIC 观点作为一个流行的网络文化，与品牌相关的恶搞图片日渐增多。但实际上，它并没有总是在网民中造成负面影响，就像一位网民所说，这种恶搞某品牌的图片不仅可以提高品牌认知度，而且正是由于与流行文化的密切相连，品牌可以更加轻易地被更多网民所认识和记忆。如果一个公司能够合理利用网络上的这种创造力和生产力，品牌形象和品牌认识的传播相较传统的营销活动都将会更快更广。例如，七喜公司在它新的活动中就鼓励网民制作恶搞视频，展现网络文化的创造性。

七喜笑爆MV擂台

| 来源： 2007 年 9 月刊

IWOM WATCH 2006 - 2010 13

ay 21 st

May 21 st

May 21 st

May 21 st

Chrysler online spoofing video: Brands and netizens find middle ground for connection

克莱斯勒网络恶搞视频 - 品牌和网民正在互相认可

恶搞是品牌的终点还是拐点

Offline TVC for Chrysler Bo Rui

SummaryAs a high-end auto brand in China, Chrysler recently made an impressive move online to promote its new model Bo Rui (铂锐 ). In addition to releasing a TVC on offline mainstream media, Chrysler made a spoof video which it only released online. The video featured popular Chinese historical figures like Tang Bo Hu (唐伯虎 ) telling humorous stories which discussed the advantages of the car in the story. Netizens responded positively to the video, and also recognized Chrysler’s marketing strategy.

Online spoofing video for Chrysler Bo Rui

Link Link

IWOM quotes (link)

太好玩了，这个宣传策略不错啥 ~如果再传播上下点功夫的话，效果会很好 ~that’s funny, the marketing strategy is good. it will be better if Chrysler can improve the transmission strategy.

好好好，经典的广告。。Good, good, good, classic TVC..

| Source: April, 2008

IWOM WATCH 2006 - 2010 14

ay 21 st

May 21 st

May 21 st

May 21 st

Chrysler online spoofing video: Brands and netizens find middle ground for connection

克莱斯勒网络恶搞视频 - 品牌和网民正在互相认可

恶搞是品牌的终点还是拐点

克莱勒斯铂锐的线下广告

概要作为一个中国高端汽车品牌，克莱勒斯近期做出了一个令人印象深刻的网络行为以促进其新型号铂锐的销量。除了在一些线下的主流媒体发布广告，克莱勒斯还制作了一个恶搞视频，仅仅在网上发布。这个视频主要是一些中国比较出名的历史人物（例如唐伯虎）来为大家讲述关于汽车好处的幽默故事，网民积极响应了这则视频，同时也肯定了克莱勒斯的市场策略。

克莱勒斯铂锐的在线恶搞视频Link Link

网络口碑摘录 (link)

太好玩了，这个宣传策略不错啥 ~如果再传播上下点功夫的话，效果会很好 ~that’s funny, the marketing strategy is good. it will be better if Chrysler can improve the transmission strategy.

好好好，经典的广告。。Good, good, good, classic TVC..

| 来源： 2008 年 4 月刊

IWOM WATCH 2006 - 2010 15

ay 21 st

May 21 st

May 21 st

Chrysler online spoofing video: Brands and netizens find middle ground for connection

克莱斯勒网络恶搞视频 - 品牌和网民正在互相认可

恶搞是品牌的终点还是拐点

Spoofing video

Search engine result for “Bo Rui ad” Video site search result for “Bo Rui ad”

CIC ViewIs Chrysler’s spoofing video hot these days? Yes. If you check the results for Bo Rui ad on top search engines, 6 out of 10 links on the first page of search results are about the spoofing video. In addition, when searching for the BoRui TVC on video sharing sites, you can find the spoofing version much more easily than the official TVC version. The main reason is that the video appeals to netizens’ interests. Netizens prefer funny and creative multi-media content to official mainstream media. Baidu spoofing video is another popular video among netizens. CIC collects over 5 million posts generated related to auto industry by over 100 thousands car owners and fans online every month (download our IWOM Automobiles Whitepaper here). Auto manufacturers should not ignore the influence and purchasing power of this group of netizens. This case is a great example of how to engage with this community. We believe this type of formal and informal communication between brands and netizens will become more and more important for auto manufacturers going forward.

| Source: April, 2008

IWOM WATCH 2006 - 2010 16

ay 21 st

May 21 st

May 21 st

Chrysler online spoofing video: Brands and netizens find middle ground for connection

克莱斯勒网络恶搞视频 - 品牌和网民正在互相认可

恶搞是品牌的终点还是拐点

恶搞视频

搜索引擎中铂锐广告的搜索结果 视频网站铂锐广告的搜索结果

CIC 观点 这段时间克莱勒斯的恶搞视频很火吗？那是当然啦！假如你去看看铂锐广告在一些知名搜索引擎网站的搜索结果就会发现，在第一页中，十个搜索结果里面有六条都与这个恶搞视频有关。另外，当你在视频分享网站搜索铂锐电视广告时，你就会发现弹出的大多都是克莱勒斯的搞笑视频，很难找到官方的电视版本。主要的原因是因为那个搞笑视频正好迎合了网民们的兴趣。比起那些官方主流的媒体内容，网民们更加偏爱那些幽默和富有创造力的多媒体内容。另一个在网民中广受欢迎的视频就是百度的恶搞视频。CIC 每月都会搜集超过 100万名车主和车迷关于汽车行业 500万以上的在线发帖（点击此处下载汽车行业网络口碑白皮书）。汽车制造商不应该忽视网民群体的影响力与购买力。这个例子很好的诠释了品牌如何融入网络社区。我们认为，这种在品牌与网民之间正式或非正式的交流必将对汽车制造商的发展起着重大作用。

| 来源： 2008 年 4 月刊

IWOM WATCH 2006 - 2010 17

Company trembled: Consumers could easily rebuild your brand image in a creative way - sorry about our poor customer service

消费者可以巧妙轻松地在网上“涂改”你的企业形象 - 网民让你说“ SORRY

May 21 st

May 21 st

恶搞是品牌的终点还是拐点

Summary

A Comcast technician sleeping on my couch: the Comcast (a famous cable network company in U.S) technician fell asleep on the consumer’s couch when fixing the network problem. The consumer recorded this scene with camera, added text subtitle and background music, then uploaded it on YouTube which finally made coverage on mainstream media because of the loud buzz.

CIC ViewWith the user-friendly online platforms like Blog, BBS and other sharing service, consumers with proper tools, now could easily rebuild your brand image with their home-made content. Funny and embarrassing, these sarcastic scenes could easily make your carefully-preserved brand image out of control.

Link to: a Comcast technician sleeping on my couch

| Source: July, 2006

IWOM WATCH 2006 - 2010 18

“Miss XXX forever! XXX filed for bankruptcy protection”品牌“破产”恶搞事件

May 21 st

May 21 st

恶搞是品牌的终点还是拐点

SummaryAgainst the backdrop of the global economic downturn, netizens initiated to play a tricky game with brands. In early September, one post titled "Miss AMD forever! AMD filed for bankruptcy protection" appeared on KDS, a hot Shanghai forum. Shortly after this, similar slogans involving companies such as Nokia, Toyota, Microsoft, Coca Cola have also started to appear. At the beginning, a few netizens semi-believed these posts but now netizens just realize they are jokes.

Online conversations about bankruptcy of some famous companies

Subject RepliesPage Views

IWOM quotes:

NOKIA没人会相信的 除非大家以后都不用手机了 / No one will believe that Nokia has gone bankrupt, unless we all do not use cell phones. (Link)

不现实吧， AMD倒了英特尔不是要头痛了嘛！ / It cannot be true. Intel would be very headache if AMD went bankrupt. (Link)

很好笑……楼主的目的达到了 / Very funny, you achieved your goal to make joke. (Link)

| Source: September, 2009

IWOM WATCH 2006 - 2010 19

“Miss XXX forever! XXX filed for bankruptcy protection”品牌“破产”恶搞事件

May 21 st

May 21 st

恶搞是品牌的终点还是拐点

CIC ViewFrom the “Chunxi Rd Knife Guy” to "The collapsed building in Shanghai", from "Jia Junpeng" to "Lonely gate", netizens' vivid creativity can be expressed in many forms. While spoofing culture or kusuo ( 恶搞 ) has been popular for quite a while it’s still uncommon for these memes to attack brands for no reason. While memes can raise a brands exposure, brand managers must track them to ensure what is being said doesn’t harm their image.

IWOM quotes:

如果我是被恶搞的公司，我真的很无奈，也会觉得“人不犯我，我不犯 ( 人 )”“河水不犯井水”这话已经没用了 ~~/ I would feel very helpless if I were the companies which had been involved in this issue. The saying “if they seek peace, then you seek peace” and "it's no business of one to mind the business of another" seem no longer valid. (Link)

Coca Cola’s announcement to counter the rumor

| Source: September, 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 CICKnow 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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IWOM WATCH 2006 - 2010

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