Business needs

Reputation/Crisis Management

As many brands have learned in the past several years in China and the rest of the world, a crisis can start offline and be amplified online or can start as purely online crisis (and move offline). Even when a brand is not in crisis, online reputation is an asset that can and should be monitored.

A typical retainer package for Reputation/Crisis Management includes:

• CIC data^TM monthly or quarterly reports provide a comprehensive, quantitative assessment of reputation, including sentiment analysis, source analysis, poster analysis and relationship to online news.

• CIC alert^TM reports provide timely (daily or weekly) reports to help track current crisis or spot potential crisis and overall reputation.

See our seeisee blog article here for a China specific example of a crisis, and here for some of our thoughts on Crisis 2.0 in China.

To understand more about our work in this area, see Cases.

Consumer Insight Research

IWOM is more than just a "media" which can cause a crisis: it unsolicited consumer opinion represented by millions of messages written by millions of consumers every month. It is like a focus group, but on a massive scale, that can be quantitatively analyzed using sophisticated natural language processing tools. The "sample" for this research is NOT "average," but rather, represent the most connected, informed, influential and passionate consumers in China.

A typical retainer package for Consumer Insights/Research includes:

• CIC data^TM monthly or quarterly reports provide a comprehensive, quantitative assessment of you and your competitors' brand, products, and services.

• CIC watch^TM reports provide a twice monthly qualitative analysis and insight about you and your competitors buzz, as well as overall 'net buzz, with insights from PR and marketing perspectives.

To understand more about our work in this area, see Cases.

Marketing Strategy/Effectiveness

More and more brands are looking to not only track but also use IWOM as part of strategic planning. CIC analysts are participant-observer researchers in this space; we live and breathe IWOM every single day. Our systematic, professional understanding of Chinese net culture can help with campaign strategy and execution.

• CIC data^TM monthly reports provide a quantitative and qualitative understanding of IWOM channels, contributors and content around you and your competitors’ brand, products and services. This analysis serves as the basis for all strategy development.

• CIC alert^TM reports provide timely (daily or weekly) reports to track campaign execution which can allow for “on the fly” adjustments in strategy or execution that can minimize potential crisis or maximize buzz potential.

• CIC insight^TM is our analysts' active participation in development of marketing strategies which utilize and ensure IWOM success.

To understand more about our work in this area, see Cases.