IWOM WATCH 2006 - 2010© 2010 CIC IWOM WATCH

IWOM WATCH

网论观察

Topic7: How brands marketing under social media age

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

社会化媒体时代下的品牌营销

P6 欧莱雅奏响社会化媒体的奢侈强音 P10 兰蔻水份缘“粉领丽人”开心网火热进行中 P14 东航凌燕飞进社会化媒体，线上展现空乘服务 P17 polo 乐活空间大赛定制主题瞄准不同平台不同用户 P19 戴尔利用 twitter 与消费者互动—品牌越来越重视 2.0 的互动方式

IWOM WATCH 2006 - 2010

IWOM WATCHCONTENTS

How brands marketing under social media age

P5 L'Oreal’s successful practice in Chinese Social Media P9 “Pink Lady” Lancôme’s online beauty contest held receives

widespread exposure P13 600 cabin crew from China Eastern sign up Sina microblog together P17 SVW launched campaign "POLohas“ with QQ ， MOP and MSN P19 Dell microblogging: Brands come up with innovative ways to interact

with consumers

IWOM WATCH 2006 - 2010 5

L'Oreal’s successful practice in Chinese Social Media

欧莱雅奏响社会化媒体的奢侈强音

SummaryL‘Oreal has developed several social media assets to interact with the wide spectrum of Chinese net users, including four institutional brand sites, for Shu Uemura, Giorgio Armani, Yue Sai and Helena Rubinstein. In addition, Biotherm and Lancôme have already built up their branded communities online. Lancôme’s e-community site, Lancôme Rosebeauty, is now the third-largest beauty BBS in China. The first breakthrough of L’Oreal’s social media marketing strategy came after a poem. On a personal blog, Lancôme found a fan who had written a powerful poem about the Lancôme Rose. The moving poem serves as a typical example of the brand advocacy and “love” that can be found on personal blogs. This in turn inspired Lancôme's “Rose Beauty” poetry campaign. (see related study in our IWOM Whitepaper in 2008)

Lancome E-community: Rosebeauty (link)

Biotherm E-community: Insidebiotherm (link)

IWOM quotes:这次新一轮的兑换活动，社区很大方，每人都送了两次兑换特权，非常感谢！！觉得青春优氧系列比较适合我的皮肤，所以就换了两个青春优氧日霜，是 15ML 的中样 ， 很 不错。 / Everyone can get two chances to exchange the samples during this new round of the reward activity. I really appreciate Lancome. I exchanged my points for two middle size bottles of primordiale skin recharge day cream. (Link)

IWOM quotes:接到碧欧泉的电话真的很惊讶，没想到自己会有礼物。尤其电话来的女生声音也很甜美，碧欧泉公司也真会请人。天那，我看我这辈子除了碧欧泉，别无他选了简直。哈哈哈哈哈哈 / I was so surprised to get a phone call from Biotherm. I never dreamed they would give me a gift. The voice of the girl on the phone was very sweet, Biotherm is good at hiring. So, I think Biotherm is my only choice forever. (Link)

社会化媒体时代下的品牌营销

| Source: April, 2010

IWOM WATCH 2006 - 2010 6

L'Oreal’s successful practice in Chinese Social Media

欧莱雅奏响社会化媒体的奢侈强音

兰蔻网络社区 (link) 碧欧泉网络社区 (link)网络口碑摘录这次新一轮的兑换活动，社区很大方，每人都送了两次兑换特权，非常感谢！！觉得青春优氧系列比较适合我的皮肤，所以就换了两个青春优氧日霜，是 15ML 的中样 ， 很 不错。 / Everyone can get two chances to exchange the samples during this new round of the reward activity. I really appreciate Lancome. I exchanged my points for two middle size bottles of primordiale skin recharge day cream. (Link)

网络口碑摘录接到碧欧泉的电话真的很惊讶，没想到自己会有礼物。尤其电话来的女生声音也很甜美，碧欧泉公司也真会请人。天那，我看我这辈子除了碧欧泉，别无他选了简直。哈哈哈哈哈哈 / I was so surprised to get a phone call from Biotherm. I never dreamed they would give me a gift. The voice of the girl on the phone was very sweet, Biotherm is good at hiring. So, I think Biotherm is my only choice forever. (Link)

社会化媒体时代下的品牌营销

概要欧莱雅大力发展社会化媒体意图加强与中国网民的互动，其中包括四个品牌网站：植村秀，阿玛尼，羽西和赫莲娜。除此之外，碧欧泉和兰蔻已经建立了自己的网上品牌社区。兰蔻的电子社区网站， Lancôme Rosebeauty，现在已经成为了中国第三大美容论坛。欧莱雅社会媒体营销战略的首次突破是源自于一首诗。兰蔻在一个粉丝的个人博客上发现了她为兰蔻所写的充满意境的诗，动人的诗句充分表达了消费者对兰蔻品牌的拥护和喜爱。兰蔻品牌通过聆听消费者的心声获得了灵感，推出了“寻找玫瑰诗人”的活动。 ( 更多信息请参阅 CIC 2008年网络口碑白皮书)

| 来源： 2010 年 4 月刊

IWOM WATCH 2006 - 2010 7

CIC View

Inspired by the poem describing how the product “enriched her life and made it more beautiful”. L’Oreal launched a campaign called "Who is the Rosebeauty girl?” and saw over 100,000 netizens join in. The big success of this campaign helped L’Oreal realize that it is important to listen to what consumers are talking about and where they like to talk, and more than listening, they connected with consumers via combining netizens’ innovation and brand information.

With the fast development of the internet, social media has become more and more involved in the daily life of netizens. Learning from L’Oreal’s successful practice within Chinese Social Media, brands should recognize that communicating actionable intelligence and insight with Chinese consumer online expression could facilitate smarter strategic decisions and planning.

Translation of the Poem: Lancôme enriches my life and makes it more beautiful, the pure feeling it gives to me, is like a rose blooming in the early morning after rain…. Time goes by, things change a lot, but you, always you, are my favorite, we stand together, youth never leaves

Lancôme Rose

Note: certain data quoted from the post of Philippe Lamy (L’Oreal China VP) on AdAgeChina.

Link

L'Oreal’s successful practice in Chinese Social Media

欧莱雅奏响社会化媒体的奢侈强音

社会化媒体时代下的品牌营销

| Source: April, 2010

IWOM WATCH 2006 - 2010 8

兰蔻玫瑰

Link

L'Oreal’s successful practice in Chinese Social Media

欧莱雅奏响社会化媒体的奢侈强音

社会化媒体时代下的品牌营销

CIC 观点：受到这首描绘产品如何丰富了生活，美观了自己的诗的启发，欧莱雅发起了一场名为“谁是 Rosebeauty女孩？”的活动，超过 10万名网民加入其中。这场活动的巨大成功帮助欧莱雅意识到，仔细聆听消费者的讨论内容以及探寻消费者喜欢讨论的场所是非常重要的，而比学会聆听更重要的是，他们通过将网民创意与品牌信息相结合的渠道加强了与消费者的联系。随着互联网的快速发展，社会媒体与越来越多网民的日常生活息息相关。从欧莱雅在中国社交媒体上的成功实践来看，各大品牌应该意识到，在网络上与中国消费者进行创意和见解交流可以使战略决策和规划更加的明智。

兰蔻玫瑰清幽的岁月宁静的心灵有兰蔻相伴美丽的日子平淡而充实绝美的心境清纯如雨后的清晨玫瑰轻轻绽放露珠沐着朝阳

忽闪明亮的双眼春华秋实寒来暑往风景一路领略那带不走的始终是你不变的欢颜一生的至爱伴我风雨兼程青春无限

注：部分数据被 Philippe Lamy ( 欧莱雅中国副总裁 ) 的博客引用并刊登于 AdAgeChina 上

| 来源： 2010 年 4 月刊

IWOM WATCH 2006 - 2010

Summary

Lancôme recently used Kaixin to launch their new online beauty contest called "Pink Lady". The purpose of campaign was to promote and encourage users to join Lancôme’s fan page. The beauty contestants were recommended and voted for by Lancôme fans, with both the successful candidates and their referrers being rewarded by Lancôme. Talk about the campaign was found all over the Kaixin site and on many other beauty forums. In total more than 10,000 netizens participated in the campaign, with the vote count reaching over two million.

IWOM quotes:

从小大到，对自己的长相一直没有太大信心，可能是小时候一直有点婴儿肥的关系吧， 随着年龄的增长，想展现自我的欲望越来越强烈，但是从来没有勇气去参加现场选秀活动，是开心网兰蔻“水分缘”粉领丽人给了我这个平台，给我展现自我的机会。 (Link)

I used to have little confidence in my appearance. However as I’ve become more grown up, I’ve started to want to show off more and more. Although I’ve never participated in a beauty contest, Lancôme’s "Pink Lady“ beauty contest on Kaixin gave me a great way to do just that.

“Pink Lady” Lancôme’s online beauty contest held receives widespread exposure

兰蔻水份缘“粉领丽人”开心网火热进行中

社会化媒体时代下的品牌营销

Link

9| Source: May, 2009

IWOM WATCH 2006 - 2010

网络口碑摘录 :

从小大到，对自己的长相一直没有太大信心，可能是小时候一直有点婴儿肥的关系吧， 随着年龄的增长，想展现自我的欲望越来越强烈，但是从来没有勇气去参加现场选秀活动，是开心网兰蔻“水分缘”粉领丽人给了我这个平台，给我展现自我的机会。 (Link)

I used to have little confidence in my appearance. However as I’ve become more grown up, I’ve started to want to show off more and more. Although I’ve never participated in a beauty contest, Lancôme’s "Pink Lady“ beauty contest on Kaixin gave me a great way to do just that.

“Pink Lady” Lancôme’s online beauty contest held receives widespread exposure

兰蔻水份缘“粉领丽人”开心网火热进行中

社会化媒体时代下的品牌营销

Link

10

概要四月份，兰蔻联合开心网举办了水份缘 “粉领丽人”大赛，以宣传品牌新一季的兰蔻水份缘保湿霜，并促进和鼓励更多的用户加入兰蔻的粉丝站点。参赛的女性们通过吸引朋友及兰蔻粉丝的推荐和投票脱颖而出，成功的候选人以及她们的支持者会得到兰蔻的奖励。该活动的网络讨论在开心网和众多美容论坛随处可见，总计有超过一万的网民参与到活动中， 投票数则超过了两百万。

| 来源： 2009 年 5 月刊

IWOM WATCH 2006 - 2010

“Pink Lady” Lancôme’s online beauty contest held receives widespread exposure

兰蔻水份缘“粉领丽人”开心网火热进行中

社会化媒体时代下的品牌营销

11

To ensure that the their fan sites remain popular, brands should look to see what their current groups fans enjoy and see if any other target users can be found there. If they do, brands may consider launching campaigns that appeal to the e-fluencers of those group enticing them to also join the brands fan site.

No matter what activities the brands engage in, the key in maintaining a healthy fan group is to offer real value to the group members, rather than just using it as a platform to market goods.

Summary

Although the possibility of using SNS’s as e-commerce platforms are still being explored. For the mean time most brands wishing to leverage these sites have tended to set up brand related fan-sites.

Originally, SNS groups were used by users to connect those with common interests and lifestyles together. Now however SNS groups are being used by brands to group fans and generate online awareness about current and upcoming products.

| Source: May, 2009

IWOM WATCH 2006 - 2010

“Pink Lady” Lancôme’s online beauty contest held receives widespread exposure

兰蔻水份缘“粉领丽人”开心网火热进行中

社会化媒体时代下的品牌营销

12

为了确保自己的粉丝网站仍受欢迎，相关品牌应该时刻关注自己粉丝群中的用户喜好以及是否可以在那里发现其他的目标用户。如果这样做了，相关品牌就可能会考虑推出品牌活动，呼吁那些电子商务使用者邀请其他用户加入到品牌粉丝网站。

无论品牌进行什么样的活动，维持活跃粉丝群的关键在于给群组成员提供一个真正的价值，而不是仅仅将群组作为一个营销平台。

概要：

尽管采用 SNS 作为电子商务平台合适与否仍在探索之中，但是，大多数品牌依然希望能够利用这些网站建立与品牌相关的粉丝联盟。

SNS 网站中的群原本是提供给那些有着共同爱好和生活方式的用户进行交流的场所，然而现在的 SNS群组同时也被一些品牌加以利用，以求建立相应的粉丝群，加强现阶段产品与未来产品的在线认识。

| 来源： 2009 年 5 月刊

IWOM WATCH 2006 - 2010

600 cabin crew from China Eastern sign up Sina microblog together

Summary

“Around 600 cabin crew from China Eastern Airlines joined Sina microblog with the intention of better communication with their customers/netizens, their ID are all marked with ‘ 凌 燕’ ,” announced by Li JiuPeng, MU’s cabin general manager through microblog. (Link)

China Eastern Airlines has been very active in building its China’s social media marketing. At the end of January this year, a very special offer was released in China Eastern official website because of a technical error. A first class ticket from Nanchang to Xiamen only cost 20RMB while an economy class ticket for 10RMB. When China Eastern detected its mistake, it still declared that all sold tickets are valid. This resulted in very strong positive word of mouth among the internet community after it was reported on the media.

13

东航凌燕飞进社会化媒体，线上展现空乘服务

社会化媒体时代下的品牌营销

| Source: February, 2010

IWOM WATCH 2006 - 2010

概要东航客舱部总经理李九鹏在其个人微博上宣布：“大约 600名东航空乘人员在新浪微博开设账户，以期与客户和网民更好地沟通，他们的账户都带有“凌燕”标记”。 (Link)

中国东方航空在建立并开拓社会化媒体市场上表现积极。今年一月末，由于技术故障，东方航空官方网站曝出一例特价行程，南昌至厦门的头等舱仅售 20元，经济舱 10元。东航察觉此错误报价后，宣称已售机票依然有效。此举被媒体报道后，东航在互联网社区普遍获得了良好口碑。

14

600 cabin crew from China Eastern sign up Sina microblog together

东航凌燕飞进社会化媒体，线上展现空乘服务

社会化媒体时代下的品牌营销

| 来源： 2010 年 2 月刊

IWOM WATCH 2006 - 2010

CIC View

Compared with Joyo’s approach in dealing with price issues, China Eastern successfully resolved their crisis and gained very strong positive word of mouth among consumers, which showed that China Eastern pays great attention to online Buzz and the influence of netizens. We say that the more brands respect the internet communities, the more appreciation and support the communities will show.

The cabin crew on Sina microblog have set up bridge between China Eastern and passengers, they listen and communicate with passengers anytime and anywhere. Thus passengers will get a strong sense of being cared for and participation. It does help with the cultivation of the loyalty of brand and  will come in helpful in the dispersion of any crisis rapidly.

15

“Li JiuPeng of Ling Yan” reminded netizens to arrive at Shanghai Hongqiao airport ahead of time in Mar 16 th to avoid missing the plane because of the opening of new air terminal

Verified by SinaFollowing: 213 Fans: 6215 Posts: 550

This news should let more people know. Guys, please help to share it with others….//@ 大 河 之 源 : Attention please, Shanghai Airlines merged with China Eastern Airlines, and it will move from Terminal 3 to Terminal 2 at the Capital Airport

Link

600 cabin crew from China Eastern sign up Sina microblog together

东航凌燕飞进社会化媒体，线上展现空乘服务

社会化媒体时代下的品牌营销

| Source: February, 2010

IWOM WATCH 2006 - 2010

CIC 观点对比卓越亚马逊处理价格误报的方法，东航成功解决危机并从客户方收获了良好口碑，此事表明了东航对互联网言论和网民影响力的绝对重视。 CIC认为，品牌对互联网社区越尊重，社区反馈来的感恩和支持也会越多。

新浪微博的凌燕群架设了东航与乘客沟通的桥梁，他们随时随地倾听乘客的声音并实时沟通。乘客也因此切身体会到被关怀，和良好的参与性。这无疑有助于培养品牌忠诚，也有助于迅速化解任何可能发生的品牌危机。

Link

600 cabin crew from China Eastern sign up Sina microblog together

东航凌燕飞进社会化媒体，线上展现空乘服务

社会化媒体时代下的品牌营销

新浪认证关注 : 213 粉丝 : 6215 微博 : 550

3 月 16日虹桥机场新航站楼启用，“凌燕李九鹏” 提醒网民提早到达虹桥机场，以免误机。

这条新闻应该让更多人知道，请大家帮忙转发… .//@ 大河之源 : 请注意，上航、东航合并，上航航班运营将从首都机场 T3转到 T2 。

| 来源： 2010 年 2 月刊 16

IWOM WATCH 2006 - 2010

Summary

SVW launched a campaign named “POLohas”, setting up official spaces on three Chinese famous internet platform MSN, MOP and QQ to spread the message. Based on different platforms’ feature, the brand places different themes to match the core users’ taste on different platforms. For example, the theme on MSN Live Space is targeting white-collar workers, while the theme on QQ focuses on the younger lifestyle. Space visitors can join in the campaign through submitting various forms such as blog, picture, radio and video.

17

SVW launched campaign "POLohas“ with QQ ， MOP and MSN

polo 乐活空间大赛定制主题瞄准不同平台不同用户

社会化媒体时代下的品牌营销

video

picture Flash game

radio

blog

POLohas Campaign

IWOM quotes (link)大众我喜欢我支持 !I love Volkswagen and I support the campaign!

空间看着干净利索 适合企业 呵呵 ！！The space looks clear and it is very suitable for companies.

POLO 也来这里开空间，好主意 It is a good idea for Polo to open its own brand qq zone.

| Source: October, 2007

IWOM WATCH 2006 - 2010

CIC View

Though it is still too early to tell if the campaign is successful, the campaign’s online media partner strategy is a good move since:

With different online communities having different cultures and user bases, it is necessary to adjust the brand message a bit for different channels to make the message relevant to the users there.

It can be very buzz-helpful by forming partnership with various hot channels to spread the campaign message. These popular partners could serve as the “fuel” for brands’ messages in order to reach a large online buzz coverage for larger campaign impact.

18

SVW launched campaign "POLohas“ with QQ ， MOP and MSN

polo 乐活空间大赛定制主题瞄准不同平台不同用户

社会化媒体时代下的品牌营销

MSN space

showing the life of “white collar”

QQ zone MOP

Showing the colorful aspects of city life

Showing all kinds of gossiper things

| Source: October, 2007

IWOM WATCH 2006 - 2010

Summary

Dell was one of the first brands to establish a transparent presence on fast-growing micro-blogging platforms, such as Twitter. In fact, in addition to Dell’s Twitter presence in US, Dell currently has a Chinese account on Twitter and Chinese microblogging site Fanfou as well.

Starting in 2007, Dell began using Twitter as a marketing platform. DellOutlet quickly became an effective way for Dell to launch special product offers and answer consumer questions directly. By using this platform, Dell has generated more than $500,000 in revenue from Twitter leads with zero marketing cost.

19

Dell microblogging: Brands come up with innovative ways to interact with consumers

戴尔利用 Twitter 与消费者互动—品牌越来越重视 2.0 的互动方式

社会化媒体时代下的品牌营销

Link

Followers 315

Followers 1,195

Followers 132

Followers 146

Followers 141

Some of Dell’s twitter accounts

| Source: June, 2008

IWOM WATCH 2006 - 2010

CIC View

While the Delloutlet is still only offered in the US, with the growing popularity of microblogging in China on sites like Fanfou and Jiwaide, Dell may look to bring a similar model to the Chinese market. Netizens are no longer passive observers but are eager to communicate, express their opinions and get timely responses from brands. With the growth of Web 2.0 and changes in consumer behavior, as we’ve mentioned previously, Dell is an example of a brand embracing these changes and looking for new marketing communications structures and opportunities. Dell has already launched a blog, and made it available on Sina as well, in addition to a launching a BBS.

Brands are now finding ways to use new innovative Web 2.0 platforms to connect with consumers for product feedback, customer service, and marketing initiatives.

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Dell microblogging: Brands come up with innovative ways to interact with consumers

戴尔利用 Twitter 与消费者互动—品牌越来越重视 2.0 的互动方式

社会化媒体时代下的品牌营销

| Source: June, 2008

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。

公司网站 : www.ciccorporate.com

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IWOMmaster 平台 : www.iwommaster.com

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t.sina.com.cn/seeisee

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创始人博客 : www.seeisee.com/sam

IWOM WATCH 2006 - 2010

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