iwom watch 2012 compilation_crisis (part 6)
TRANSCRIPT
© 2011 CIC IWOM WATCH © 2012 CIC
IWOM WATCH COMPILATION 2012
IWOM WATCH
网论观察 2012
PAGE. 3-4
Positivity After A Crisis
CRISIS
Summary
In September, rioting against the Japanese government's purchase of the Diaoyu Islands erupted in many cities across China. Rioters in the streets soon turned their violent anti-Japan protests against Japanese car brands. Chen Guangbiao, who became China's most famous philanthropist with his high-profile contributions to Sichuan Earthquake victims in 2008, took to Sina Weibo on Sept. 18th to promise a new car to each of his followers whose own Japanese car had been smashed. Toyota also published compensation schemes for the owners of attacked cars.
Positivity After A Crisis
Japanese cars were targeted during a spate of anti-Japan protests.
Chen tweeted to Sina Weibo that for any of his followers who had their Japanese car smashed during rioting, he would replace it.
FAW Toyota and Canton Steam Toyota were also quick to offer compensation packages to customers whose car was damaged.
Brands and Individuals Seize an Opportunity for Positive PR
3
CIC View
As we move through the “Web 2.0” era, crises and opportunities can be fleeting but eminently powerful.
Seeking Opportunities: Although a brand may have no direct association with a hot topic or event, through ongoing monitoring clever positioning it can leverage this opportunity, as in Case 1, to bolster brand image and generate awareness.
Respond to Crises: Negative events can befall even the best prepared brands. However, if a brand has the tools and training to recognize an emerging crisis take swift and positive action, as in Case 2, they can actually generate a positive image and establish their good reputation in the long term.
Chen Guangbiao held a ceremony to hand over 43 new (Chinese) “Geely Emgrand” cars to replace smashed Japanese ones. “Geely Emgrand” grew significantly in the wider public’s awareness, generating a substantial volume of positive comments .
Toyota’s “Zero Burden” compensation plan was widely promoted on television and online. The activity had a significant and positive effect on Toyota’s brand image amongst Chinese netizens at a sensitive time for Japanese business in China. It established a sense among netizens that Toyota is a caring and supportive company.
Case 1
Case 2
Positivity After A Crisis From Crisis Comes Opportunity
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IWOM WATCH About CIC
CIC is China's leading social business intelligence provider, enabling enterprise to fully leverage the power of social media and Internet Word of Mouth (IWOM) intelligence across the organization. Since 2004, CIC has pioneered IWOMized technology, research and consulting. Firstly, by coining the term IWOM and then being the first to raise the concept of “social business” in China. As the industry thought leader, we have always been at the forefront of China’s internet and social business revolution. CIC is China’s largest integrated 3rd party provider of technical IWOM solutions, social media studies and social business intelligence. In order to help companies effectively leverage this social business intelligence, CIC provides customized research, consulting services, syndicated reports, and industry trend watches, rich in actionable insight. In addition to helping brands accomplish their social business aims, CIC is also monetizing the social business industry in China, creating an integrated social business support system (IWOMmaster), powered by our proprietary technical solutions and platforms. CIC utilizes its own patent pending technology to capture millions of online conversations and “makes sense of the buzz” by analyzing them to draw out insight that leads to more effective action. CIC gathers and mines over 100 million naturally occurring consumer comments every month, from a range of uniquely Chinese social media platforms including blogs, BBS, microblogs and social networking sites, then by applying our unique, China focused methodology, provide a comprehensive picture of the social media landscape and its implications for business. To date, CIC has archived almost 7 billion mentions of brands and products, from over 2 billion consumer comments. CIC has developed solid, long-term retainer relationships with leading multinational agencies and Fortune 500 companies. For over 8 years, CIC has persisted in analyzing the milestones of China’s social media landscape, sharing the most innovative concepts and practices in IWOM in white papers and trend watches of various industries. We’ve always been committed to providing an unbiased, third-party perspective, to enrich the whole industry and help enterprise grasp the revolutionary opportunities brought about by the development of social business. In early 2012, as China’s leading social business intelligence provider, CIC agreed to be acquired by WPP’s Kantar Media, the media research and insight division of Kantar, as a move to strengthen its position and with aim to expand its social offering across Asia Pacific. Kantar Media has over 5,000 employees around the world, is currently working with 22,000 companies, tracking 3 million brands across 50 countries. As the consumer insight arm of WPP, Kantar Media provides strategic advice and competitive intelligence to the world’s leading brands, publishers, agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry. (media release) CIC will continue to provide social business intelligence from an objective, third-party perspective, to the world’s leading brands and agencies.
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2012: 2012 IWOM Watch Travel Special Edition | view IWOM watch Compilation 2011 | view 2011: IWOM watch Special Edition: Microblog | view 2010: IWOM watch Special Edition: LBS (Location-based service) | view IWOM watch compilations from 2006 to 2010 (part 7) - How brands marketing under social media age | view IWOM watch compilations from 2006 to 2010 (part 6) - Interaction in virtual gaming world between brands and netizens | view IWOM watch compilations from 2006 to 2010 (part 5) - The inspiration from “Shai”,“Show” culture for brand marketing | view IWOM watch compilations from 2006 to 2010 (part 4) - Spoof – Brand’s “ending” or “chances”? | view IWOM watch compilations from 2006 to 2010 (part 3) - Viral videos storm come up with brands | view IWOM watch compilations from 2006 to 2010 (part 2) - Brands Crisis upgrade to 2.0 | view IWOM watch compilations from 2006 to 2010 (part 1) - New product promotion way through new media - Seckill & Group purchase | view
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