IWOM Back story is a place which provides material sharing for IWOM white papers, IWOM watch & highlighted videos. You can download all resources here (IWOMmaster ID will be required when downloading PDF)
What is a 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.
What is IWOM watch As a professional online behavior consultancy, we always pay close attention to the latest hot issues online and issue IWOM watch reports every month. It serves as a timely update of "Marketing 2.0 and PR 2.0" in China and can be used as a reference for Internet Word of Mouth strategy planning. It is part of CIC's retainer service package for many of our clients.
We also provide separate biannual review reports which offer various highlights of our IWOM watch content covering 6 months at a time.
Topics:
Roland Berger Chinese Consumer Report 2010 (collaboration with CIC)
There is much hype in the West about how the Internet, and in particular, Internet Word of Mouth (IWOM), has the potential to transform the relationship between brands and consumers. In China, where there are more people online, more people talking online, more places to talk and those who are talking are more engaged than any other market, this hyped potential is in fact a reality and has been for some time now. Chinese consumers use native social media channels like Xcar BBS (bulletin board service) community, Sina microblog and social networking site Kaixin to share opinions and experiences about brands by the millions. On automobile BBS sites alone, over 13 million consumer comments are published every month by 500,000 consumers...
First, in New Wave of Online Entertainment we highlight how new forms of entertainment are becoming popular among Chinese netizens. For example, netizens are now initiating ‘quick’ offline events online, rapidly sharing their favorite links using Zhuan Tie, spreading and popularizing online memes and many more examples. Second, in Spotlight on Social Media, we give examples that show as China’s social media continues to develop and plays an indispensable role in Chinese netizens lives, netizens can now do almost anything online via social media. Finally, in the last section titled the Cutting Power of Online Communities, we show how brands need to be more reactive to the events happening around and about them online, both so that they can create a professional image online and so that, if the need comes about, they know how to react to possible PR crisis's.
The opening ceremony may still be months away, but Shanghai World Expo 2010 already features as a focus of intense discussion within China’s thriving social media platforms. Ticket prices, ticket promotions and ways to purchase tickets were the hottest topics in December, according to ExpoSay, a monthly report on social media buzz related to Expo 2010.
How Brands Can Participate in Online Communities - Web 2.0 platforms are not only rich and innovative media outlets, but are also centralized and segmented online community environments. With the evolution of online communication, internet users are not just passive readers, but have become creators and disseminators of content. This level of communication has triggered the innovation of the traditional marketing model. As a pioneer in leveraging internet and new media for market research in China, CIC has witnessed the development of various internet media in China.
How IWOM is generated and disseminated - We found that consumers in online communities not only passively listen to and receive messages, but also proactively post and disseminate comments about brands and products. This behavioral pattern builds the process of IWOM circulation and user interaction. According to our research findings, 54.1% of BBS and blog users will initiate conversations or post comments related to brands and products. In terms of gender, females are more active in brand related online discussions. Regarding age, over half of the respondents between the ages of 18 to 24, 25 to 30 and 31 to 35 proactively post their comments about brands and products online. These age groups are more active in expressing their opinions or advice towards brands and products than other age groups.
First, CIC has been watching the expansion of "Video Sharing." Video sharing sites contain a wide variety of information from user generated content to the latest TV and movies which is easy to share in BBS, SNS and via Instant Messaging. Secondly, we see how serious offline social issues and events have been discussed online. The internet offers a free and accessible platform where netizens can share information, upload pictures and videos and share their opinions, all in real time. CIC has also been seeing the emergence of better digital campaigns as brands start to realize the importance of having a strong Internet presence which they can use to effectively connect with their customers.
The role of Internet Word of Mouth (IWOM) in purchase decisions - To understand the depth and nature of IWOM’s influence, this first paper in the series seeks to answer this primary question: “What is the role of IWOM in purchase decisions.” We answer this question from these angles: “Do consumers pay attention to IWOM,” “Why do consumers pay attention to IWOM,” “Can IWOM influence consumers’ attitude towards brands” and “How does IWOM affect the purchase decision process.”
No question, 2008 proved to be a historic year for China. Netizens made the 2008 Beijing Olympics the most "Web 2.0" in the Games" history through a variety of channels which serve host to the massively active Chinese Internet Community. 2008 also saw SNS gain even more prominence within the Internet Community landscape as a place where netizens come together to utilize applications to socialize and entertain themselves. Finally, we see the continued development of social commerce.
Reshaping the Relationship between Brands and Consumers - This white paper, is Topic 4 of our “The Internet is THE Community” series of reports. In this white paper, we offer a number of case studies of how brands can connect and learn from the Chinese Internet Community.
The Diversity of Chinese Net Language - is Topic 3 of our “The Internet is THE Community” series of reports. In this white paper, we provide an overview of the Internet Community’s diverse and unique net language that is shaping how netizens communicate both online and offline. It is yet another demonstration of the power and impact of the Internet Community.
Alternative Ways to Measure Internet Community Dynamics - The Chinese Internet Community is a new media, which is redefining the relationships between brands and consumers. However, not all communities are the same nor do communities for each brand category have the same impact and meaning. In this white paper “Alternative Ways to Measure Internet Community Dynamics”, which is Topic 2 of our “The Internet is THE Community” series of reports, CIC proposes a sample set of community measurement indexes to help brands and community owners better understand the impact and importance of community and Internet Word of Mouth (IWOM).
