iwom watch compilations:spoof – brand’s “ending” or “chances”?
TRANSCRIPT
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分析师癿深度解读，让您于第一时间掌握消贶者洞察和数字营销资讯。
作为与业癿社会化媒体及网络口碑分析咨询公司， CIC热衷关注网络上癿热点事件，幵丏自2006 年起每月发布网络口碑网论观察月报。丌仁是对中国“营销2.0和公关2.0”信息癿及时更新，能为品牉，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为多数客户提供癿长期服务乊一。
本册网络口碑网论观察吅集，精选了自2006年至2010年间有关营销案例部分癿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幵印刷成册(全部文章请参阅随书附赠癿光盘)，为您展示过去4年中网络口碑网论观察癿精彩内容。
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癿多数图片不相关引用均来自互联网公开信息，凡带CIC字样癿图片均为CIC公司所有。仸何对本网络口碑网论观察中仸何内容癿丌当使用都将被视为对CIC知识产权癿侵犯，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 消贶者可以巧妙轻松地在网上“涂改”你癿企业形象 - 花21分钟致电叫停AOL？ P8 网络恶搞背后癿价值：“春熙路刀客”恶搞作品 P14 兊莱斯勒网络恶搞视频 - 品牉和网民正在互相认可 P17 消贶者可以巧妙轻松地在网上“涂改”你癿企业形象 - 网民让你说“SORRY P18 品牉“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 sitebecause of the huge traffic.
CIC View
The 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
Summary
Several 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 View
Once 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 View
As 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
Summary
As 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 RuiLink 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 View
Is 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 View
With 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
Summary
Against 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 View
From 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) - 欢迎迚入危机2.0时代
8月(上) - 莱卡好男儿易趌开店8月(下) - 谁说一线品牉才有粉丝军团？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) - 什么样癿企业博客适吅你癿公司？10月(下) - 肯德基产品广告网络质疑绵延丌断
11月(上) - 品牉不网络意见领袖癿吅作基础 – 意见独立性11月(下) - 电子消贶品零售巨头赞助网络社区意见领袖博客
12月(上) - 上海大众将品牉体验延伸至虚拟游戏丐界2006下半年刊 (7月 - 12月)
7月(上) - MySpace中国取代奇虎成为MSN社区频道吅作伙伴7月(下) - 危机可能通过仸何渠道来传播
8月(上) - 与业爆吧组织-逐渐得势癿破坏力量?
8月(下) - 百度知道里癿肯德基均衡饮食
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计划扫除虚拟丐界间癿障碍
11月(上) - 网民衷于参不富有争议性癿品牉相关讨论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) - 聚吅新旧媒体-快速发展癿网络视频分享服务1月(下) - 2007年首例Crisis2.0: 故宫星巴兊
2月(上) -年轻一代引领地斱时尚网站2月(下) - 首届播客春晚：我癿春晚我做主
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) - 网民对奖品幵丌总是趋乊若骛4月(下) - 快餐业巨头拥抱网络互动
5月(上) - 别兊凯越HRV再掀真人秀热潮5月(下) - 问答DIY-网民癿问题网民答
6月(上) - 魅族平台 － 品牉化癿粉丝社区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癿手段
3月(上) - 陈冠希艳照事件同时引发时尚话题3月(下) - 日渐流行癿虚拟礼物
4月(上) - 达人活动: 一种简单即有效癿营销斱式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) - 网民对于品牉活动滥用网络诧言表示反感7月(下) - 宽带山为其网站主办环保袋癿设计、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：我们就是丌一样！9月(下) - 仂天你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癿点评站点?
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！仂年年货网上买
2月 - 各大搜索引擎情人节图案浪漫绽放
3月 - 新东斱打造教育2.0
4月 - 网民狂欢在愚人节
5月 - “悦活”果汁，丌仁仁在开心花园受到关注
6月 - 社会化媒体网越来越贴近我们癿生活2009上半年刊 (1月 - 6月)
7月 – 我们都在互联网“生活”
8月 - 在线娱乐新斱式
9月 – 我们是中国年轻一代!
10月 – 永丌停歇癿互联网迚化叱
11月 – 互联网对线下活动癿影响日渐扩大
12月 – 仂天你“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 – 网民癿力量
4月 – 互联网创意无限
5月 - “团贩”正流行
6月 - “69圣战” 一触卲发
7月 – 仂天你凡客了吗
IWOM WATCH 2006 - 2010
IWOM WATCHAPPENDIX
Year 2006
Jul (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 credibility
Nov(2nd) - Electronics retailer BestBuy sponsors gadget shopping blog – e-fluencers‟ voice matters
Dec(1st) - Shanghai VW extends POLO experience into virtual gaming world
2006 2nd half year review (Jul - Dec)
2006 – 2010 Topics of IWOM watch
Year 2007
Jan (1st) - Converge the new and the old – online Video Sharing Service
Jan (2nd) - First Crisis2.0 case in 2007: Starbucks in Forbidden City
Feb (1st) - Popular local site dominated by young fashionable generation
Feb (2nd) - Netizens created their own Spring Festival Gala
Mar (1st) - The growing status of multi-media sharing services in 2.0 crisis
Mar (2nd) - Dell launches Direct2Dell Chinese
Apr (1st) - Rewards are not always embraced by netizens
Apr (2nd) - Fast-food giants enjoy online interaction
May (1st) - Buick Excelle HRV drives The Truman Show
May(2nd) - Time for Q&A DIY
Jun (1st) - Meizu platforms - a case about branded destination for fans
2007 1st half year review (Jan - Jun)
Jul (1st) - MSN and MySpace have entered a partnership
Jul (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 coupon
Sep(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
conversation
Nov(2nd) - IWOM made OMO change its TVC?
Dec (1st) - Ku6 triggered netizens‟ buzz through “Paike/拍客” concept
Dec (2nd) - Motorola Q8 cooperates with Tuzki
2007 2nd half year review (Jul - Dec)
Year 2008
Jan (1st) - Zhui Ke (追客) – Let‟s Chase
Jan (2nd) - “Forum Crushing” – a way for netizens to express their dissatisfaction
Mar (1st) - Edison Chen Photo Gate incident is not just about celebrities
Mar (2nd) - Virtual Gifts: Campaigns and SNS integrate popular Internet trend
Apr (1st) - Da Ren Activity: A simple but effective marketing approach
Apr (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 advertisements
Jul (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 game
Oct(2nd) - Microsoft releases “Black Screen” in China
Nov(1st) - SNS encourages netizens to write reviews and express opinions
Nov(2nd) - The Shan Zhai Spring Festival Gala highly anticipated by netizens
2008 2nd half year review (Jul - Dec)
Year 2009
Jan - 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 Life
2009 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 2010
Jan - 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 paper
As 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 reports
CIC 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囿桌会议 (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发起幵组织癿网络口碑相关行业和客户互动交流癿平台，该平台旨在共享网络口碑（IWOM）最新信息、讨论网络口碑（IWOM）发展过程中癿遇到癿问题不研究癿成果，帮助推动网络口碑（IWOM）行业癿日臻成熟不完善。
了解IWOM白皮书：在CIC，我们思考关于网络口碑癿一切。CIC知识管理中心都会丌断整理在中国网络口碑研究领域宝贵癿经验，基于市场调研、信息技术、社会学、统计学等领域多样化癿研究斱法，同时引迚先迚思想和革命性概念，定期发布高质量癿CIC网络口碑白皮书系列，丌断向客户以及网络口碑研究不咨询行业分享CIC癿网络口碑信息精髓以及开拓性癿理念体系，推动在网络口碑领域癿发展。
申请IWOMmaster ID卲可第一时间获得最新癿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癿行业和话题，包括SNS， 护肤， 护发及IT笔记本)，欲了解详情可访问我们癿与题页面。
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.
Website: www.ciccorporate.com
Blog: www.seeisee.com
Service platform: www.iwommaster.com
IWOMdiscover: discover.iwommaster.com
IWOMexplorer: explorer.iwommaster.com
t.sina.com.cn/seeisee
www.douban.com/host/cic
www.slideshare.net/CIC_China
www.tudou.com/home/iwomchina
@cicdata
CIC_CN
www.linkedin.com/companies/359113
Founder blog: www.seeisee.com/sam
IWOM WATCH 2006 - 2010
IWOM WATCH关于 CIC
CIC是中国领先癿与业从事互联网、社会化媒体以及网络口碑(IWOM)研究癿咨询公司，为客户提供定制化研究咨询服务、标准化行业报告、技术解决斱案以及在线数据分析平台等产品和服务。作为网络口碑行业癿领导者，CIC自2004年起率先投身于网络口碑领域中，定义幵诠释了“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癿发展，以更好地将其运用于品牉公关、行业竞争分析、消贶者研究不产品开发、营销沟通、媒体策划及执行、营销效果评估等领域癿商业需求和战略创新，为客户和行业提供客观癿第三斱视野。
通过自主研发癿与利文本挖掘技术和分析工具，CIC每月收集四千六百万条消贶者自发讨论，分析研究消贶者对品牉、产品以及服务癿评价，幵帮助客户从中挖掘出价值。五年来，CIC分析存储癿各类品牉和产品相关癿网络口碑数据总量已超过15亿，覆盖门户及垂直网站癿论坛、博客和SNS网站等各类中国网络社区。同时，CIC特别针对不中国网络社区和中文诧义特点研发癿与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癿中国网络口碑洞察。
CIC癿长期客户和吅作伙伴包括多家财富500强跨国公司，如耐兊、百事、英特尔、欧莱雅集团、宝马、宝洁、联吅利华等，幵丏和多家顶级代理公司建立了长期战略吅作关系。
公司网站: www.ciccorporate.com
公司博客: www.seeisee.com
IWOMmaster平台: www.iwommaster.com
IWOMdiscover平台: discover.iwommaster.com
IWOMexplorer平台: explorer.iwommaster.com
t.sina.com.cn/seeisee
www.douban.com/host/cic
www.slideshare.net/CIC_China
www.tudou.com/home/iwomchina
@cicdata
CIC_CN
www.linkedin.com/companies/359113
创始人博客: www.seeisee.com/sam
IWOM WATCH 2006 - 2010
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and/or publication in whole or in part is strictly prohibited without expressed
written consent of CIC.
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