iwom watch compilation 2012

IWOM WATCH IWOM WATCH COMPILATION 2012 © 2011 CIC IWOM WATCH © 2012 CIC

IWOM WATCH COMPILATION 2012

IWOM WATCH

网论观察 2012

IWOM WATCH IWOM WATCH COMPILATION 2012

IWOM WATCH EXECUTIVE SUMMARY

© 2012 CIC

Progression is the only constant in China’s digital ecosystem and since 2006, CIC have maintained our position at the prow of this relentless forge forwards with monthly installments of IWOM Watch. Much has been said, predominantly but not exclusively by we CICers, about the unmatched dynamism and diversity of the digital and social landscape of the Middle Kingdom. It’s really put into perspective at this time of year though, as we compile the IWOM Watch greatest hits for our annual compilation. 2012 was certainly no exception, as the technologies, techniques and tastes of China’s digital consumer evolved to increasingly blur the boundaries between “online” and “offline”, and further propel social media towards social business. Naturally, it was another big year for CIC too; we’re now proud to be a Kantar Media company, having been welcomed into the wider WPP family, and concluded our “From Social Media to Social Business” white paper series. In last year’s compilation, the social business spotlight was shone squarely on the microblog medium. However, whereas that was underscored by the excitement and opportunity of a powerful platform in its adolescence, 2012 witnessed its relentless march towards maturity. This is actually reflected in the landmark white papers that have punctuated the past year; “Crisis Management in the Microblog Era”, which is now an annual collaboration between CIC and Ogilvy PR, and in partnership with Sina, an exploration of “Enterprise Weibo”. If we gave an award for best newcomer though, it would undoubtedly go to Tencent’s WeChat. The mobile based social network is enjoying amazing growth, typifying online/offline boundary blurring and reflecting the way consumers interact in an evolving communication ecosystem. 2012 offered countless exciting engagement examples that give marketers every reason to be excited by the opportunities presented by this rich environment. As ever, CIC are on hand to help you listen, know and participate.

the Social Business spotlight


IWOM WATCH

PAGE. 24

Tencent Developments PAGE. 25 WeChat Developments PAGE.26-28 Tencent’s “WeChat” – The Rise and Rise of a Private Social Network PAGE. 29-31 Tencent’s “WeChat” A Top Tool For O2O

PAGE. 6-7

Batman Vs Spiderman “Gao Shuai Fu (高帅富*)” Vs “Diao Si (屌丝*)” PAGE. 8-9 All About Obama PAGE. 10-11 CCTV Steps into Social Media

CONTENTS

LBS & O2O

WECHAT DEVELOPMENT

WEIBO DEVELOPMENT

VIRAL VIDEO PAGE. 19-20

Youku and Tudou Merger PAGE. 21-22 The Micro-Movie Effect

PAGE. 33-34

Sina Weibo Enterprise 2.0: A New Dimension in Weibo Marketing PAGE. 35-36 What Weibo Tags Say About Me

PAGE. 13-14

Buick Encore’s “City Hide and Seek” PAGE. 15-17 Expanding On O2O

NET CULTURE

© 2012 CIC


IWOM WATCH

PAGE. 50-51

“Gamification” Marketing PAGE. 52-53 Doomsday Marketing PAGE. 54-55 Crowd Sourcing Creativity and an Enterprising Spirit

PAGE. 41-42

eCommerce and Customer Care PAGE. 43 eCommerce Development in the Last Year PAGE.44 eTao’s Comparison Feature and Brand Cooperation

CONTENTS

INTEGRATED MARKETING

SOCIAL MARKETING

TECHNOLOGY

E-COMMERCE

CRISIS

PAGE. 38-39

Positivity After A Crisis

PAGE. 46-47

From SoLoMo to HyLoMo PAGE. 48 Renren Update Mobile App - Introducing Public Pages

PAGE. 57-58

Netizen Response to Product Placement PAGE. 59-60 Effectively Combining Online and Offline Engagement PAGE. 61-62 The Voice of China: Digital Engagement for Traditional Television

© 2012 CIC

PAGE. 6-7

Batman Vs Spiderman “Gao Shuai Fu (高帅富*)” Vs “Diao Si (屌丝*)” PAGE. 8-9 All About Obama PAGE. 10-11 CCTV Steps into Social Media

NET CULTURE

Back To Main Menu


Batman Vs Spiderman. “Gao Shuai Fu (高帅富*)” Vs “Diao Si (屌丝*)”

Netizens Combine Current Trends with Established Net Culture

6

Note*: “Gao Shuai Fu (高帅富)” means tall, rich, and handsome. “Diao Si (屌丝)” is a nickname originating on “Li Yi Ba (李毅吧)”, a forum in Baidu Tieba, which is used to describe guys who are ordinary, poor, or unsuccessful, but still passionate, ambitious and dignified in defeat. Each concept is established in China’s net culture. (Please click here to view more detailed information about “Diao Si”)

Summary With the near simultaneous release of “Batman - The Dark Knight Rises” and “The Amazing Spiderman”, netizens were naturally drawn to compare the movies. In doing so, they found an easy comparison, well established in China’s net culture; Batman is a “Gao Shuai Fu (高帅富)”, which means tall, handsome and rich, particularly in reference to a recent meme that set out the cost of his equipment. Spiderman though, is a typical “Diao Si (屌丝)” – ordinary and poor, but full of ambition. Spoofing, which is a convention of Chinese youth’s online behavior, allows netizens to appropriate the latest trends and this comparison between Batman and Spiderman generated substantial interest.

It costs

$682,450,750 to be Batman

据说观众都反馈同时上映的蝙蝠侠好看，蜘蛛侠坑爹。都说了，一个高帅富一个屌丝，差距立显。。。Link The audience thought Batman was better, Spiderman just wasn’t as good… just like the gap between rich, handsome men and losers. 强烈建议先看蝙蝠侠再看蜘蛛侠! 这样才能深刻的感受到蜘蛛侠面对高帅富的蝙蝠侠时如此完美地演绎了吊丝的逆袭. 尤其看到蜘蛛侠一针一线地缝装备时, 我的眼泪都快要掉下来了. Link Recommend you watch “Batman” first, then “Spiderman”! Only in that way can you feel the perfect counterattack from “Spiderman”, the “Diao Si”, to “Batman”. It was really touching to watch Spiderman sewing his own uniform. 由于钢铁侠打不过绿巨人, 同理可证, 蝙蝠侠打不过蜘蛛侠, 变异的屌丝男必胜高富帅 Link Since Ironman can’t beat Hulk, similarly, “Batman” must lose in fighting with “Spiderman”. The DiaoSi must prevail over “Gao Shuai Fu”.

It costs

$215 to be Spiderman

111

http://weibo.com/1696408887/yzfv8fQiX

http://weibo.com/1936624254/yA4JWcZO9

http://weibo.com/1241140757/yAhIFtoAJ

IWOM WATCH IWOM WATCH COMPILATION 2012 7

CIC View

Although Batman is widely considered to be the better film, the negative cultural association of “Fu Er Dai (富二代)” (second generation of rich) means the “Diao Si” are always close to netizens’ hearts. Netizens want the underdog to triumph over the privileged.

The movies are hot, and released so close to Valentine’s Day, they’re popular date movies. They also feature apparitional figures for young men. These factors combined to create a topic of greater cultural resonance than the movies themselves.

The Definition of “Diao Si”: Guys who are ugly, short and poor. They were born into ordinary families and although they work hard, the odds are that their futures will be decidedly unspectacular. They mean nothing to their favorite girls. Even so, Diao Si still have a romantic outlook and passion for life. Always the underdog. Link

Diao Si in the Eyes of Gao Shuai Fu

Short, ugly and poor Envy the rich and handsome Under qualified Jokers

Diao Si in the Eyes of the General Public

Ordinary Not hard-working Take things as they are Speak more than they act

Diao Si in the Eyes of Diao Si

Humorous Young and cynical Self-made Possess an inner strength

Batman Vs Spiderman. “Gao Shuai Fu (高帅富*)” Vs “Diao Si (屌丝*)”

Netizens Combine Current Trends with Established Net Culture

http://baike.baidu.com/view/5642513.htm


All About Obama

CIC view Obama’s victory in the 2008 presidential election was regarded a symbol of youthful, grassroots’ success. However, rather than discussion of Democratic versus Republican party politics, Obama’s image was by far the most popular element in China’s online conversation. However, despite being seen as an idol of America’s young generation, the electoral campaign went beyond his personal politics, to an embodiment of China’s perception of the Americans’ dream. So, the election is an interesting balance between star power and wider ideology.

The use of humor is an engaging juxtaposition with someone at the pinnacle of world politics; a juxtaposition that’s particularly pertinent to a Chinese audience. However, humor has been a recurring feature of Obama’s campaign engagement, seen to be integral in shortening the distance between himself and America’s voting public. The Obama brand is largely based on this approachability and many brands have been built in China in exactly the same way. Chinese net culture is well practiced with this type of engagement, embracing an opportunity to exercise creativity in reimagining and amplifying marketing message. Brands in China, as ever, were quick to capitalize.

What Do Chinese Netizens See In Obama?

8

“Obama Style” <Link>

•Retweets：39,513

•Comments：3,517

Obama Skateboarding <Link>

•Retweets：14,580

•Comments：978

Obama’s Pouty Photo <Link>

•Retweets：401

•Comments：115

Obama’s second term is not only being seen as a personal victory, but a victory for the people of the United States. Forty years ago in America, black people suffered various indignities and tensions between the races ran high. But today, a black man has become President and won re-election, it’s great progress of a nation and national consciousness. It’s not that America never makes mistakes, but she learns quickly after making them. Link

To Chinese netizens, Obama’s was a symbol of grassroots victory, of freedom and fair competition.

Amiable, smart, funny… and cute. Obama’s sense of humor has most endeared him to Chinese netizens, resonating with their taste for creativity, contrast and approachability.

Netizen Opinion Obama’s PR Image Netizen Spoofing

http://weibo.com/1992874824/z4nDPq6Fs


2012.11.7 12:24 2012.11.7 13:00 2012.11.7 14:19 2012.11.7 14:41

All About Obama

9

Link Link Cadillac MINI China Durex

• Durex are renowned for real-time, witty appropriation of current trends via their official Sina Weibo account.

• Durex leveraging the pictures of the wives to

illustrate the “Difference between Obama

and Romney” with a cheeky irreverence in-

keeping with the brand’s persona in the

Chinese market.

• Retweets: 61,687; Comments: 17,134

• Cadillac is firmly established as a leader in the luxury car market and an expression of the American spirit overseas.

• Cadillac leveraged their physical and psychological proximity to Obama and the Presidency in promotion of these core brand values.

• Retweets: 32,496; Comments:

3,213

• Mini’s success was most impressive in its simplicity; tactfully leveraging snapshots that inextricably link their brand to Obama and the feel-good aura around him.

• This clarity of expression is also a recognizable feature of Mini’s personality.

• Retweets: 43; Comments: 14

Link Obama Wins

These brands leveraged the election to create topics that were timely, fitting and effective.

In essence, it was the simplicity of message and mechanism, while cleverly marrying brand cultures, that set these apart as excellent examples of reactive social media marketing.

Brands Build On Election Buzz to Maximize Marketing Impact

http://e.weibo.com/1942473263/z44sCfj8p

http://e.weibo.com/1667554942/z45mvefKE

http://e.weibo.com/1698265765/z45dofb1c


CCTV Steps into Social Media

10

CCTV’s Increased Interaction with Netizens

CCTV Anchors Interact with Netizens Via “Micro-Interviews”(微访谈)

向 @央视新闻提问: 请问《新闻联播》结束之后，你们会说些什么？经常看见你们会互相交谈 Link Could you let me know what you talk about at the end of CCTV news？It seems to me that you often chat to each other. CCTV: 郎永淳：今天没播错，终于可以不紧张了…… Link Lang Yong Chun: I didn’t make a mistake today. What a relief, I can relax now.. Netizen Replied: 诶呀读错一个字扣好多钱···

Ah, so you’ll be fined if you make mistakes in the broadcast.

CCTV: 你猜，你继续猜，肯定不会说待会到哪儿吃饭 Link You guessed, you can keep guessing, but it’s definitely not “where will we have dinner later” Netizen Replied: 央视也卖萌，哈哈

CCTV also acts cute, haha

Netizen Spoofing

Summary As the official TV network of China, CCTV’s standing and sheer scale traditionally kept their audience at a distance. One of the symptoms of this disassociation was a sense of mystery about what went on behind the scenes. When CCTV first opened its Sina Weibo account, the content did little to redress this distance, simply tweeting links to CCTV News videos and generating little engagement.

However, the network has recently started drawing on social media as a source for news stories and public opinion, leveraging social platforms to actively engage with netizens. As new generations of Chinese media consumers elect to do so on their own terms, traditional media has to adapt to survive. CCTV’s decision to embrace social as a resource and reporting medium suggests a step towards their audience.

Netizens add dialogue to anchors’ pictures, suggesting they feel more accessible and approachable to viewers. Link

http://weibo.com/1698138470/z7AqO4BEZ

http://weibo.com/2656274875/z7AsP5qSm

http://weibo.com/2656274875/z7AGuvG7z

http://e.weibo.com/2431328567/z81uOARbt?ref=http://huati.weibo.com/25293?refer=index_hot_new&pos=1_1&ver=5&order=time


CCTV Steps into Social Media

11

CCTV’s Engagement via Sina Weibo

CIC view So far, netizens have viewed CCTV’s increasingly approachable repositioning as a success. By engaging more with grass-root level netizens, CCTV are effectively aligning themselves with a new, young audience who barely watch TV but are net savvy and essentially, better informed than the core CCTV audience that precedes them. CCTV, and other traditional media outlets, no longer the enjoy the aura of credibility inherent to their official standing as a resource for news and current events. Faced with the increasingly fast moving and peer populated information highway that is social media, netizens simply have faster access to more relevant news than the official channels themselves. In the race for breaking news, CCTV proves if you can’t beat them, join them.

Encourage Netizen Voting on Sina Weibo Which anchor would you prefer to appear on CCTV’s 2013 wall calendar? Link

Turn Netizens into CCTV News Contributors CCTV’s annual special, “Move Through 2012” offers netizens a chance for their best tweets about CCTV’s 12 hottest topics to be broadcast on CCTV News. Link

http://weibo.com/2656274875/z94VH2LaD

http://weibo.com/2656274875/zaKWxdc2n

PAGE. 13-14

Buick Encore’s “City Hide and Seek” PAGE. 15-17 Expanding On O2O

LBS & O2O

Back To Main Menu


Buick Encore’s “City Hide and Seek”

LBS and QR Integration

Buick launched a new, fun mobile game app, based on hide and seek of the ENCORE. Users start their journey by “seeking” a hidden Encore in the city map, then using the camera and augmented reality to spot it. Those who can hide the car for the longest in one day go on the record board and the final champion wins the right to drive a new Encore for 2 years. Campaign on Weibo, Video on Youku.

Summary Buick seemingly referenced and learned from a successful Mini promotion in Sweden, which also leveraged an LBS feature, incorporated augmented reality, and aroused netizens’ interest with the promise of exploration and incentive. As a part of the Encore launch campaign in China, Buick created a similar game was launched to their target audience’s attention; young, urban white-collars, inspired by the thought of exploration, engaged by creative use of technology, and eager to show off their own sense of style. Naturally, free use of a new car for 2 months also proved to be an attractive incentive.

Download the App.

Seek the Virtual Encore on the Map.

Use Camera to Virtually

Spot It.

When you see it, touch the screen.

Hide it within 3 minutes.

When it’s found,

Game Over.

Clear instructions to join in the game.

Launch a fun, interactive app to attract netizens’ attention; encourage the young, tech savvy drivers who are at the core of your target consumer group to try it and embrace the concept of exploration.

13

http://t.cn/zWgvtAP

http://t.cn/zlg6sp8


Via cooperation with Youku, Buick continued to upload “live show” videos, which broadcast the most interesting game reports.

Buick launched this campaign via their official Weibo account, which was mainly to introduce the campaign rules and regulations, but also kept continuously updating the game progress and managing interaction with the players in real-time.

CIC View At the core of this campaign was a desire to attract an audience of young, technically engaged and theoretically adventurous, potential consumers to participate in an amazing journey of interaction with the Encore and the Buick brand overall. The “live show” videos were effective in evoking netizens’ emotional and competitive engagement, chiefly attracted by the interesting content. This was the overall technique of the campaign; attracting potential consumers to try, to explore, and to be converted by their experience. This was echoed by the prize; a two month trial.

Link

The game even attracted audience from other cities.

The game was really challenging - but exciting!

Link

Link

今天长途跋涉两个多小时，宁波奔去杭州玩了#ENCORE全城大搜藏#，天气木牢牢好游戏捏个刺激~虽然成绩不是很理想，但还是玩的很尽兴.下一站到阿拉宁波哉，全力以赴再接再厉！！！！赢辆免费的昂科拉开开,吼吼吼吼,想要免费昂科拉的,抓紧时间跟偶来

这是昨天#ENCORE全城大搜藏#杭州站刚开始22分钟之后的截图！看到屏幕上的那些小点点了么！一个点就代表一个玩家啊！逆天了！我本来还以为凭我的速度和我的智慧一定能轻松拿到最终大奖呢！现在看来我要好好制定一下战术了……

14

Buick Encore’s “City Hide and Seek”

Maintained Interaction, Sustained Engagement

http://e.weibo.com/1667553532/z2qmRuDaw

http://weibo.com/1078954647/z1Z5z8TFI

http://weibo.com/1712465324/z1Y0rFIA5

http://huati.weibo.com/k/ENCORE%E5%85%A8%E5%9F%8E%E5%A4%A7%E6%90%9C%E8%97%8F?from=501








“Online to Offline”, or O2O, is an engagement philosophy designed to connect online and offline services in a way that better reflects consumers’ lifestyle and commercial behavior, as presented and progressed by the ongoing developments in mobile connectivity.

O2O aims to deliver an improved service experience, meeting the varying demands of different types of consumer, with the fundamental principles of ease of engagement, incentive and execution paramount to each O2O platform.

Expanding On O2O

7 Means of O2O Engagement

Online: Reserve

Offline: Service

Sharing; Comments; Coupon

Payment Engagement Gathering Location Display;

Point

Experience Execute Execute Activities Transformation Transformation

Buding Hotel Dianping Lashou Yidao Huodonghui

Ducheme Shopplay

+ + + + + + +


Different Users Demand a Different O2O Experience

16

Summary:

As a bridge connecting of online and offline service, O2O also implicates the amplifying potential of social media channels. The characteristics of these O2O platforms, which are essentially based on social principles, overlap significantly with the user characteristics of social media platforms.

Offline

Online

Creating different experiences for different users, tailored to their desired bridge of online and offline experience.

High

High Low

Reserve Sharing; Comment;

Coupon

Payment

Engagement

Gathering

Location

Display; Point

The horizontal axis shows the level of consumer online social activity; The vertical axis shows the level of offline business promotion.

Since WeChat launched their membership card, O2O has been growing increasingly hot as a topic of conversation between enterprise and advertisers.

Consumers stress online experience and offline consumption but seldom are the dividing lines so clearly differentiated in such a digital savvy environment.

Business implications of O2O seek not only to satisfy the offline consumer’s experience, but also maintain and magnify this experience via online channels, in order to promote preferential prices, enjoyable experiences and supportive customer service.

In effect, consumption in the digital era cannot be considered a solely Online or Offline experience.

Expanding On O2O


Combine online and offline service to reduce customer turn-over rates, an evaluation index for marketing efficacy, via an holistic approach to engagement strategy that embraces updated technologies and more importantly, responds quickly to consumers’ uptake of this updated technology.

Shopplay shows how to turn online browsers into offline consumers.

CIC View：

Ensuring Interaction with 020

Technology: Accurate Audio Positioning Technology

• Auto-LBS (auto check-in whenever the shopper walks through the door, earns the shopper “Peas”, which are a unit of currency specific to Shopplay, like a Q coin) • Comments (clear product display and integrated consumer comments/sharing) • Point (clicking shop info, signing in and scanning a QR code can earn Peas, which can be exchanged for gifts or discounts)

Value for Business:

• To attract consumers into your physical store location, where the atmosphere and salespeople can impact purchase decision.

• To provide more opportunity for communication / recommendation, improving LBR and optimizing the customer’s emotional relationship.

• To provide a specialized promotions pattern marketing tool for business, transforming consumers’

advertising acceptation from passive to initiative. Enhance the effect of promotion via product information and detailed experience, improving customer transaction rate.

• To establish a lower cost marketing method, which meets the different needs of different shoppers at

different phases of the consumer journey, facilitating flexible reward systems.

• To improve frequency of the connection between shop and consumer, enhancing the brand impression, heightening loyalty and repeat custom rate.

Expanding On O2O

PAGE. 19-20

Youku and Tudou Merger PAGE. 21-22 The Micro-Movie Effect

VIRAL VIDEO

Back To Main Menu


Summary

In March 2012, video sharing websites Youku and Tudou announced a merger, causing tremors throughout the market. It was pretty hard to believe that these two embattled enemies could actually be partners. Netizens took to weibo to creatively express sentiments around the central premise, “Youku and Tudou are married, nothing is impossible”. Netizens developed the “YouTudo Model”, which became quite popular across China’s social networks.

Youku and Tudou Merger

Netizen Created Content – The “YouTudo” Model

The news of Youku and Tudou’s merger shook the market.

Netizens made fun the news, creating the YouTudo Model in social media. Sample Quote:

优酷深情的看了土豆一眼，于是，我们又相信爱情了[link] Youku looked at Tudou soulfully, and we believe in love again. 优酷土豆合并了。新浪看了一眼腾讯，360看了一眼QQ，苹果看了一眼安卓，蒙牛看了一眼伊利，方舟子看了一眼罗永浩，韩寒看了一眼郭敬明，……欢迎接龙[link] Youku and Tudou merged, so that Sina took a look at Tencent, 360 glanced QQ, apple … solitaire welcome.

19

http://weibo.com/lxhjx?key_word=%E4%BC%98%E9%85%B7&is_search=1

http://weibo.com/libushuang?key_word=%E5%90%88%E5%B9%B6&is_search=1


CIC View

This merger is a must under the current circumstances of industry consolidation, as both were anxiously seeking a solution for the escalating competition. It is believed that this move will increase market concentration, but we’re still some way from a monopoly. YouTudou will share both user and video content, so the cost of content and bandwidth will be reduced. Advertisers will be eager to see if YouTudou will provide package media solutions that reduce the overall CPM across two sites.

Impact on the Market

YouTudou

Enriched content resource, UGC added

value

Reduced content costs

Increased user base (although there is an

overlap)

Potential for package media solutions for

agencies and advertisers

According to EnfoDesk, Youku and Tudou were the top two in online video advertising in the last quarter. Their market shares are up to 21.8% and 13.7% respectively; the merger will take them to more than a third share of the domestic video market.

Youku

Tudou

Leading Video

Market Share

20

Youku and Tudou Merger


The Micro-Movie Effect

Developing a Micro-Movie

The micro-movie is one of the latest marketing mechanisms in new media. Generally, the most successful combine humor with fashionable, trendy topics.

Rise of the Micro-Movie Micro-Movie Features and Advantages

Spread – Micro-movies can be broadly and efficiently delivered via interactive new media.

Cost – Micro-movies cost less in production, publication and transmission than conventional TVCs.

Period – Micro-movies have a short production period and condensed story arc.

Content – Micro-movies can offer a vivid and engaging medium for a brand’s story-telling.

Everyone could make a micro-movie in the early stages, and few advertisers were actually taking advantage. As such, most micro-movies were solely focused on creative content and audience appreciation. Link

JianLiBao tried to leverage netizens’ interest in micro-movies to promote products via placement. This approach was still pretty unique and added to the overall popularity of the micro-movie. Link

Casarte crowdsourced a micro-movie script from Douban.com, with the help of a prize incentive. Participants had creative freedom, as long as Casarte’s product featured. Link

Micro-Movie Marketing in Social Media

Initial Show Ad Implantation Co-Creation

21

http://v.youku.com/v_show/id_XMjE4MDU1MDE2.html

http://v.youku.com/v_show/id_XMzIwNDk1NzUy.html

http://site.douban.com/casarte/room/1556144/


CIC View

1. Spread – Micro-movie success is inherently linked to new media development, facilitating netizen participation.

2. Creation – Micro-movies are a quick and cost effective way to generate and express new, creative ideas.

3. Content – The micro-movie is a stylish and interesting approach to presenting brand image and product features.

4. Feedback – The brand can glean deep understanding of consumer interests through their feedback, for more effective marketing.

The Micro-Movie Effect

Micro-Movie Marketing

Summary

The story describes two colleagues clearing up their misunderstanding through collaboration. IBM implanted its solution software to improve communication and collaboration between colleagues, allowing them to realize the importance of cooperation.

Spread

This micro-movie was first promoted via Weibo, then transmitted to many other social platforms; video websites like Youku and Tudou; SNS websites like Kaixin, Renren and Douban. Engaged, entertained netizens were active participants.

IBM Micro-Movie : PingXingXiangJiao / Joined Parallel 1. IBM promoted its collaboration product via micro-movie

placement, which impressively highlighted the features and advantages from different angles.

2. IBM integrated its collaboration solution with the micro-

movie story, which evoked the resonance with netizens.

3. IBM involved its enterprise culture in the micro-movie, effectively popularizing the brand image amongst netizens.

4. The micro-movie generated interest in IBM’s offline social

business forum - Business Gets Social, which was key to the integrated promotion of IBM business collaboration.

Feature of the Case

22

PAGE. 24

Tencent Developments PAGE. 25 WeChat Developments PAGE.26-28 Tencent’s “WeChat” – The Rise and Rise of a Private Social Network PAGE. 29-31 Tencent’s “WeChat” A Top Tool For O2O

WECHAT DEVELOPMENT

Back To Main Menu


Tencent Developments

Summary Recently, the launch of “QQ Circle” initiated animated discussion by netizens; a search for “QQ Circle” in Sina Weibo returns 155,878 results. When talking about the service, QQ Circle users often referred to the functions that help you to group your connections, find people who aren’t in your immediate circle but know by association. “QQ Circle”, Tencent has also introduced a few other new functions, like Timeline, a new chat function and a “same day last year” function.

QQ Circle and Other New Functions of Tencent

24

QQ Circle Q-Zone Timeline “The same day last year” New Chat Function

March 21, Tencent Experience Center launch "QQ Circle". The function helps users group their friends according to their real life relationships. The number next to each friend shows how many mutual friends that you have. Users can add friends directly, initiate a chat or play session, and view the each other’s personal information through “QQ Circle”

Tencent launched the new Q-zone function “Timeline”, allowing users to record their “past”, ”present” and ”future” Q-Zones lives in a “facebook-esque” timeline. Clicking on any point of the timeline will let you read the stories going on at the time.

“The same day last year” recently launched in Tencent Weibo. This function tells you what you were tweeting about on the same day last year.

March 31, “PengYou” launch a new chat function, which was warmly received. Tencent refute rumors that QQ Circle will replace “PengYou” with this function.


WeChat Developments

WeChat 1.0

WeChat 2.0 WeChat 3.0 WeChat 4.0

Summary Between January 2011 and April 2012, Tencent’s WeiXin, or “WeChat” in its English language interface, has undergone frequent upgrades to make the communication platform more social. From text and voice messaging, to photos and multimedia messaging, to friend finding functions and social network style profiles, WeChat is rapidly becoming China’s cross-demographic, closed group social network. By “closed” social network, we mean one that limits profile access to friends and approved contacts. Renren has established itself as the dominant SNS platform in China, following the Facebook model. However, with a user demographic that’s predominantly drawn from university campuses, the cross-demographic quality of Facebook has not been effectively replicated in China. WeChat may be the platform to finally achieve this. This is being facilitated by upgrades that augment natural communication. The “My Album” function for example, allows users to share their personal photos to their friends, rather than broadcast to Weibo, who can then comment, like the popular smartphone application, “Path”. Central to WeChat though, and hugely significant to the wider evolution of social media, is that this is a mobile social platform. Psychologically and physically affirming it’s primary function as a communication aid and after all, isn’t that the defining characteristic of what we consider social?

Sending and receiving Messages

Voice chatting QQ mailing

Shake LBS

Photo and video exchange My Album

WeChat Upgrades Attract Over a Million Users in 433 days


Summary

At the Internet Society of China’s 2012 China Internet Conference, which was held in September, Tencent’s Ma Huateng announced that WeChat (Weixin 微信) had exceeded 200 million users. Initially launched in January 2011, alongside a host of other instant messaging clones following in the footsteps of applications like Talkbox, WeChat was a pure mobile messaging application touting the potential to replace SMS. Through various application upgrades, it’s starting to flex the muscles of its social networking functionality and has evolved to challenge some of the most popular social networks in China.

26th January 2011 Launched for iOS as a simple instant messaging application.

WeChat 1.0

WeChat 2.0 – 2.5

10th May 2011 2.0 launched, adding voice messaging. 3rd August 2011 LBS included. [Link]

WeChat 3.0

1st October 2011 3.0 launched, users can now shake to meet strangers and send random messages “in a bottle”.

WeChat 4.0

23rd April 2012 4.0 launched, with upgrades that allow it to be regarded a legitimate mobile social networking tool. [Link]

WeChat 5.0

Open for brand applications. But what’s next for Weixin?

Tencent’s “WeChat” – The Rise and Rise of a Private Social Network

From 0 – 200 Million Users

26

http://techrice.com/2011/09/21/weixin-%E5%BE%AE%E4%BF%A1-tencents-bringing-the-mobile-im-revolution-to-the-mainstream/

http://techrice.com/2012/04/23/weixin-4-0-is-vintage-tencent-and-the-most-important-chinese-internet-product-since-weibo/


WeChat for 2013 [According to Tencent]

1

2

Tencent has lined up more social features for WeChat in 2013. Potentially, these features can be particularly significant in helping brands to expand their social awareness through the mobile channel.

Multi-media content sharing Blog posts, news articles and music shared amongst peers.

Multi-media content sharing Make these multi-media content delivery mechanisms more robust.

3

Product Recommendations Users can freely share product information to friends and make targeted recommendations.

4

Retweets User generated content can be retweeted from social circle to social circle.

WeChat and the Future of

Commercial Application

• Instant discount information

sent directly to users at

specific locations; LBS

marketing at its real-world best.

• Mobile key opinion leaders;

have local stars promote your

brand, in the right place, at the

right time.

• Fast consumer response unit;

allowing brands to get

personal with consumers in

real time, with the support of

push notifications delivering

content to mobile devices.

The big question is how much can brands rely on WeChat to market their

products via mobile, while maintaining consumers’ expected conversion rate?

27

The Future and Commercial Application of WeChat



Current Applications Existing Brand Marketing Examples Via WeChat.

According to marketing and planning representatives from Tencent, bespoke WeChat marketing products for brands will start to emerge on the market in late fourth quarter this year. Currently, it’s all still at an early stage, where brands are left to open official accounts and attempt to engage with users organically. Some of the more social media savvy brand have already got their feet wet, and here are how they have so far promoted themselves through Weixin:

Case 1: Starbucks, Emoticons, Music and QR Codes Being a messaging application, WeChat offers a wide range of emoticons, which are very handy when a brand want to be more casual and personal with their consumers. Naturally though, this has to suit the brand.

Starbucks encouraged consumers send them emoticons expressing their mood at that moment. In return, they received a song that captured that mood.

Whether or not this translated into selling cups of coffee, we don’t know yet.

Case 2: China Merchants Bank Drift Bottle Messaging

Each time a consumer picks up on of WeChat’s “messages in a bottle” sent out by from China Merchants Bank, the bank makes a donation to charity.

This is a new case where brands are uplifting their image through mobile channel, highlighting the implications of social media engagement for corporate social responsibility.

In this case the brand is able to react to consumer actions in real time.

WeChat is evolving all the time, so only time will tell of it’s marketing engagement efficacy, but the future looks promising.

28

Current Methods of WeChat Marketing



Tencent’s “WeChat” A Top Tool For O2O

WeChat promotes the mobile membership card

29

Summary: In essence, the traditional membership card rewarded repeat custom with discounts that encouraged shoppers to come back to the store, feeling they were part of an elite band of preferential consumers. In reality though, a membership card can be inconvenient to remember, easy to lose and impersonal to use. Your phone though, is always with you and increasingly becoming a personal life tool, set up to serve as a pocket sized personal assistant. Of course, the mobile phone is an eminently more suitable interface for “Online to Offline” engagement, or O2O. Not only is it based in real-time experience and real-world impulse, it’s a tool for instant payment and social sharing of consumption habits that can inspire your peers.

Customer scan a QR code while in store.

Then, follow the steps to get the membership card…

And get members’ discounts while shopping. Offers local discount

coupons that consumers can take advantage of whether shopping in-store or online WeChat is connecting brands with their customers to form an authentic, “acquaintance-like” social network, with the help of QR codes.

WeChat’s membership card:

How it works…


Several companies have already started using the new API ports to power some fairly advanced functionality...

WeChat launched small-scale testing of “custom API function calls” for its public platform with a select group of partners.

These new API ports will be used to connect to companies' existing CRM systems, enabling businesses with public-facing accounts (including media organizations, celebrities, small businesses and app developers) to use these ports to provide their users with an ever more personalized set of services.

The "Ding Jiudian" ("Book Hotels") account allows users to send their current location data to the account through WeChat, for which they’ll receive a detailed list of nearby hotel recommendations.

“Guang”- a public account guide that’s focused on social shopping, responds to user requests smartly with keyword based text.

Another up and coming example of this offline to online engagement is being explored by Ping An Auto Insurance. It will allow users, those who are current clients of Ping An and therefore enrolled in their CRM system, to file auto insurance claims directly through WeChat, incorporating location based data to record the site of the accident, photo and video messaging to record the details and extent of the vehicle damage, and contact information of all those involved.

Advanced Shopping Recommendations

Location-based personalized services

Cross-reference of brand’s CRM system

CASE: A user asks for “Plants for the office”, so Guang suggests suitable products. If the user’s not satisfied by this set of recommendations, they click “dislike”, and the system generates alternatives.

Tencent’s “WeChat” A Top Tool For O2O Advanced, API fuelled functionality


Membership Card

O2O

API

Potential Customers

& Existing Customers

Real Customers

Brands

Brand Fans

Target Audience

Suited for service brands

Cross-reference with existing CRM

WeChat can provide a solution to both the challenge of maintaining a relationship with existing consumers and converting brand fans to actual customers via a tailored strategy of communication, engagement and integration. Thus, it is not only a marketing tool but a mechanism that offers improved efficacy in customer service via universal, 020 CRM. The new challenge is tailoring relevant user experience to provide authentic, effective engagement that augments an existing CRM system.

One-to-one interaction exclusivity and real-time communication

Location-based services and marketing

Precisely targeted, more efficient marketing and sales communication

Integrated with existing CRM system to enhance customer service and loyalty.

Communication

Engagement

Integration

How can brands use WeChat to connect with their target audience?

CIC View：

Tencent’s “WeChat” A Top Tool For O2O From Social Marketing to Social CRM

PAGE. 33-34

Sina Weibo Enterprise 2.0: A New Dimension in Weibo Marketing PAGE. 35-36 What Weibo Tags Say About Me

WEIBO DEVELOPMENT

Back To Main Menu


Sina Weibo Enterprise 2.0: A New Dimension in Weibo Marketing

New Additions to Customizable Display Ads

Enterprise 2.0

We are familiar with Sina Weibo Enterprise accounts created and maintained by brands as a communication channel between themselves and their consumers.

These accounts are mostly communication tools that are occasionally used to deliver specific messages during promotional campaigns, special announcements and occasionally, respond to PR crises.

Now, with the new Enterprise 2.0 launching for all official brand accounts, Sina Weibo is about to become even more functional.

Enterprise 2.0 is not just a minor face lift but an update that is introducing a wide range of functionally customizable tools at brands’ disposal to help them truly engage their consumers more effectively.

Right: BMW’s showcase weibo account with alternate visual display of BMW culture and products.

Below: Audi’s dealer weibo account with pricing of the latest Audi models and links to full specs of these cars.

These are examples of customized Enterprise Sina Weibo accounts for auto.

Left: Tmall.com’s eCommerce portal Weibo account. Links to actual deals in Tmall.

33

http://earthhour.org.cn/



Sina Weibo Enterprise 2.0: A New Dimension in Weibo Marketing

Supporting Data Services

Data Services An effective Weibo brand account needs performance tracking. With the new Enterprise 2.0, Sina is providing data to support performance tracking. Included in the data package is traffic data segmented into new and old visitors, normal and active followers, etc. Exposure rate of contents in the brand Weibo account (Below).

CIC View With Sina Weibo Enterprise providing more and more sophisticated services, here’s some steps to more effective participation: 1. A more thoroughly customized account

management strategy.

2. Performance tracking for weibo promotions that does not solely rely on the default data support, but deeper content analysis for a full understanding of your brand’s performance.

3. Fully leverage available customization options to deliver the most effective message in an authentic voice.

For more insight on the new Enterprise 2.0, please download CIC’s latest Sina Weibo White Paper co-released with Sina.

34


http://ciccorporate.com/index.php?option=com_content&view=section&layout=blog&id=5&Itemid=5&lang=en





What Weibo Tags Say About Me

Summary To put it simply, “Tags” are the labels that netizens add to their social networking profile to let other members of the community know what they’re into. So, it’s fair to say this may be more aspirational than realistic, but essentially it’s the interests, activities, brands and characteristics that you choose to represent yourself.

Space is limited, well the number of characters at your disposal are, so the attempting to sum up your “character” can be tricky. As Weibo is an open social network (unlike a Renren or Facebook) and a broadcast medium, netizens are essentially looking to attract fans by association.

What are Weibo Tags?

Social Network Tags

COMMON TAGS

Night Clubber

Fashion Guy

Hair Styling Enthusiast

What Do Tags Do for Weibo Users?

Within a social network, tags are useful for differentiating a community based on shared interests. Particularly in an open social network, where peer group may not reflect real-world relationships, your connections are based on the things you have in common.

Tags make it easy to expand your social network based on the interests and associations netizens use to define themselves.

35


What Weibo Tags Say About Consumers

Summary Searching for netizens who have tagged their accounts with your brand name, associated category terms or related keywords allows you to easily pick out your target consumers. Of course, it also allows advertisers to uncover potentially unknown relevancies and associations in the eyes of their consumers. The more you know about their life style, the easier you can engage with them.

Implication of Weibo Tags for Social Business

Habits

Movies &TV

Sugus Location

Astrology Personality

Enthusiast Celebrity

Otaku 90S

Step 1. Finding Related Tags

Step 2. Collecting

Relevant Data

Step 3. Analyzing

Associated Tags

Step 4. Understanding

Consumers’ Lifestyle

36

PAGE. 38-39


CRISIS

Back To Main Menu


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.


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

38


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

39

PAGE. 41-42

eCommerce and Customer Care PAGE. 43 eCommerce Development in the Last Year PAGE.44 eTao’s Comparison Feature and Brand Cooperation

E-COMMERCE

Back To Main Menu


Summary

Chinese social networking site Renren has recently collaborated with CHANet to launch an ecommerce platform that offers rebates on purchases from www.renrenfl.com (still under building). Renren has so far partnered over 200 e-commerce sites, including e-commerce giants Vancl.com, Newegg.com.cn, 360Buy.com and Mbaobao.com. Users can earn bonus points for shopping at partner sites and redeem them for Renren services or cash coupons. Renren users can also use their accounts to log in to hundreds of e-commerce sites for an even more convenient, and social, online shopping experience.

41

eCommerce and Customer Care

Renren’s Rebate Service Reaps Rewards

http://www.renrenfl.com/


CIC View

Renren’s rebate service represents a landmark cooperation between SNS and e-commerce, which benefits both brands and consumers. By establishing a new marketing model, Renren have taken a big step in monetization of social media and increased community and user stickiness. Its ecommerce partners can use Renren’s platform to spread discount information and reach more potential customers. Users benefit from this integration with an improved shopping experience, including redeeming points for Renren services, cash coupons and bonuses on partner sites. Social media is imposing increasing influence on sales and all the while, developing a standard of measurement for social engagement efficacy.

42

Boost interactivity

SNS Media

Renren Users

Improved shopping

experience

Redeem points &

cash coupons

Information about

discounts

Bonus points from

partner sites

Ecommerce Sites

More potential

customers

Monitoring

Lower costs

Spread of discount

information

Profit growth

eCommerce and Customer Care

Renren’s Rebate Service Reaps Rewards


CIC View

eCommerce is evolving to incorporate social sharing sites, like Huaban, to social purchasing sites, like Mogujie, then to price comparison websites like Etao. The development of ecommerce hinges on making purchasing ever more convenient. The process of finding the right product has two simple principles; suitable goods and a suitable price. Mogujie takes care of the first part and Etao looks after the second. If one ecommerce site had these two features, it would be a breakthrough.

eCommerce Development in the Last Year

Social Connection and Ecommerce

Social Sharing

•感觉杂了点

•希望别变成淘宝店长集中营[link]

Social Purchasing

•蘑菇街的东西好给力啊！！！！我还正愁着怎么在网上淘

到特好看的东西呢！！！给力[link]

Price Comparison

•一淘垂直比价太牛了，以后出差就方便了，刚与员工做好

交流，花了十分钟时间在一淘上搞定一家只花188元在上

海松江的四星豪华酒店[link]

Social Sharing

Price Comparison

Social Purchasing

Boom in “Pinterest” drives a connection between social and ecommerce. Etao is far beyond this, it combined goods search and price comparison, making shopping more convenient.

43


Brand Could Cooperate with eTao to Tackle Netizens’ Concerns

eTao’s Comparison Feature and Brand Cooperation

Sample Quote: 自从有了一淘网, 再也不用担心东西买贵了, 买东西用一淘比价, 那里便宜去哪里.[link] I do not need to worry about high price products anymore, because I could use eTao price comparison feature and buy any cheap products I want.

Sample Quote: 其实一淘比价真的不错，可以比价，还有推荐，有聚划算…让网购更加便宜…[link] The price comparison feature was really good…it made online shopping more affordable…

Sample Quote: 至于一淘，因为实在太淘宝，重复多，质量不咋地，满意少[link] As for eTao, it was based on taobao.com, too many products seem alike, low quality, and really hard to satisfy customers.

Sample Quote: 一淘上怎么都是假货丫，还让不让人买了[link]Why there were so many fake products on eTao? How could I shop on this website?

Positive: Cheap Price

Brand Could…

CIC View Netizens did like to shop on eTao thanks to the comparison feature and cheap price. However, some of them worried about fake products and quality problems.

Brands could cooperate with eTao to launch campaigns, promotions of ensured products, and advertise themselves via the platform.

Negative: Fake Product

http://weibo.com/1886269244/ybGjok848

http://weibo.com/1652680874/y9ydXbGdz

http://weibo.com/1453330671/ye5K0s2Gn

http://weibo.com/1617337385/y8ogQBLxU

PAGE. 46-47

From SoLoMo to HyLoMo PAGE. 48 Renren Update Mobile App - Introducing Public Pages

TECHNOLOGY

Back To Main Menu


From SoLoMo to HyLoMo Emergence of HyLoMo

Here’s the scene…

On you way home from work, you remember it’s your girlfriend’s birthday tomorrow and you decide to buy her a camera.

You’re here!

There’s a digital shop 300m away.

Not only that, you can also see that your friend Wang has shopped there and given it a good review!

You’re here!

Digital shop

Nearby, at the stadium, a football match is starting at 19:00 tonight.

As you’re considering it, your friend Tan’s dialog box pops up: “Hey! My phone says you’re near the stadium! How about the football tonight?”

Well, why not?! You book two tickets and with your girlfriend’s present bought in record time, you head to the stadium to meet Tan.

You say ‘camera’ to an app on your cell.

This finds you the closest result.

So, you head straight there and pick up the camera.

That’s not all though. Based on your interests and location, the app makes some other suggestions…

Summary

“HyLoMo” stands for “Hyper-Local Mobile” and for those still getting to grips with “SoLoMo” (Social, Local, Mobile), digital media waits for no-one. The concept is already being infused into smartphone apps but is set to take off in a big way next year. The core ethos is that we live locally; we tend to shop, eat and ultimately exist, between where we live and where we work.

46


CIC view:

The availability and ability to analyze such a quantity of earnest, real-life behavioral data could and should benefit everyone. Consumers’ access to information will increasingly reflect the ways that we live, as will the products and services we seek out, and the marketing activity that makes our preferred brands more accessible. Smartphones already know where we live, where we shop, where we eat and what information we look for in order to facilitate this ongoing process of consumption. The challenge and exciting opportunity for advertisers is in taking full advantage of this river of information, springing from an increasingly diverse variety of sources.

People start to spend more time on Apps than web

Everyone loves an app.

Massive volumes of real-time data could make smartphone apps considerably more useful to consumers, brands and advertisers.

From SoLoMo to HyLoMo HyLoMo is Everywhere

47


Renren Update Mobile App - Introducing Public Pages

Extra: Renren’s Mobile Update

On the subject of Renren, let’s look at how Renren’s updated mobile app has enhanced brand engagement features…

“Public Pages” in the updated Renren app offer one slide access to Pages.

Full content can be accessed from the brand Page, including videos and links to external content.

Filter with tabs to navigate through the content shared by the brand and it’s followers.

Participate in your consumers’ mobile conversation with SNS like Renren.

48

PAGE. 50-51

“Gamification” Marketing PAGE. 52-53 Doomsday Marketing PAGE. 54-55 Crowd Sourcing Creativity and an Enterprising Spirit

SOCIAL MARKETING

Back To Main Menu


Summary:

In March, BMW released a mobile game called, “In-Car Escape IV”. The aim of the game is to emphasize the features of the new 1 Series. To build on the game, BMW offered the opportunity for reward to those lucky winners who passed all levels in the game, like an iPhone case and a test drive of the new 1 Series from a nearby 4S store. First and foremost, netizens thought this was a good game and therefore, an effective piece of marketing, which successfully piqued netizens’ interest in the new 1 Series.

BMW’s In-Car Escape IV

“Gamification” Marketing

Description: The mobile game was about escaping from BMW’s new 1 Series, released in March, 2012. The story covers escaping the New 1 Series and a mysterious back room . Reward: If you successfully pass all of the levels, you earn the opportunity to win an iPhone case and a test drive of the new 1 Series from a nearby 4S store. Platforms: iPhone / iPad

这个游戏挺有意思/ 前三部都很不错哦。[link] The game was interesting. / Last 3 versions were good. 好想去体验1系啊。[link] I wanted to try New 1 Series. 这个营销很赞。[link] The marketing was good.

50

http://e.weibo.com/1698264705/yaJKUsDsw




BMW’s In-Car Escape IV

CIC View:

Nowadays, more and more brands are keen to “gamify” their marketing. This playful approach can bring brands and consumers closer together but it has to fit the brand’s identity. There are three different ways for a brand to join in the game.

- Ad Game: An “Ad” game is one that’s been created by the brand. e.g. BMW’s In-Car Escape IV. It helps brands to “play” directly with their consumers.

- In Game: “In” game, as it sounds, is about in-game advertising, e.g. Clarins set a series of traditional looking ads within the social game ‘SPA LIFE’. It helps to enhance overall brand awareness amongst a target audience.

- Game Products: A “Game Product” is a real-life product “virtualized” for inclusion in a social game, like brand engagement with Second Life, for example.

In addition to the obvious opportunity presented to brands by gamifying their marketing, there are also a couple of potential pitfalls:

1st. It will always be problematic to pick a popular gaming mechanism with which to associate your brand in a crowded marketplace. 2nd. Aside from picking a fundamentally “fun” game, there is then a difficult process of artistically and effectively incorporating the brand within the game.

Brands should carefully consider gamification marketing according to overall culture and product features, integrating these factors with the right style of game.

What constitutes “gamification” marketing?

“Gamification” Marketing

“Gamification”

“Ad” Games

“In” Games

Game Products

51



Doomsday Marketing

52

Summary The film, “Lost in Thailand”, set up an official Sina Weibo account a couple of days before the premier, through which the movie was promoted in relation to the topic of the moment, “the end of the world”. On Nov 30th, it tweeted an film forecast and promoted “Lost in Thailand” as the last comedy before Doomsday, which generated more than 3,000 retweets and comments. During the film’s release, it leveraged a series of emotive slogans, like “We would rather laugh to death than die on Doomsday”, which also resonated well with netizens. It didn’t just the leverage most recent topics and behaviors though; netizens were invited to recreate and photoshop the movie poster, which is a well established behavior among Chinese netizens. The celebratory mood after Doomsday was echoed in ongoing promotions that talked about box-office “rebirth”.

Weibo Promotion for “Lost in Thailand”

Forecast:

Last Comedy Before Doomsday

Slogan:

Would Rather Laugh to Death on Doomsday

Box Office:

Rebirth after Doomsday

Click to see detailed case

52

http://e.weibo.com/u/2681232200?key_word=%E6%9C%AB%E6%97%A5&is_search=1


CIC View Doomsday was frequently co-mentioned with the words love, friend, tears and hope, emphasizing an inherent optimism to netizens’ conversation. Lenovo leveraged these hot keywords around the concept of Doomsday to trigger significant resonance with netizens and importantly, potential consumers. Hot topic marketing is growing increasingly popular as brands enjoy an ever more sophisticated ability to listen to netizens’ naturally occurring conversations in social media and know the cultural context in which these conversations occur, facilitating a timely, responsive and highly relevant keyword marketing strategy.

Doomsday Marketing

Lenovo Leverage Netizens’ Natural Doomsday Associations

Data Source: CIC IWOM Data Panel

Data Base: Total buzz volume was 82,438,802 from Dec 1 to Dec 25.

Doomsday Keyword Cloud

Click to see detailed case

53


Summary

The campaign was launched in Q3 2012, across Sina Weibo and Youku platforms. It was initiated by a series of charitable and encouraging stories. In August, “Stories of Token Hu”, about an ordinary designer who aspired to make the first Chinese leisure shoe, and the story of the Chinese Paralympic Ping-Pong Team were published; their faith and ambition deeply touched netizens. In mid September, inspirational stories about 2013 Spring Festival performers and Yan Jiaqing’s quest to find lost Chinese folk music generated another buzz peak. By the third phase, netizens were primed and highly engaged with Chen Gangjian’s charity work and Ye Zuyi’s rural records.

Crowd Sourcing Creativity and an Enterprising Spirit

Johnnie Walker’s “Enterprising Spirit”

Aug.

Sept. Start-Up Entrepreneur behind “Light Wing Shoes” Link

Story of China’s Paralympics Ping-Pong Team Link

Helping Yan to Collect Forgotten Chinese Folk Music. Link

Helping special people perform on the 2013 Spring Festival Gala Link

Helping Students in Need Link

Helping the Elderly Link

54

http://e.weibo.com/1802520647/yxg5RqYso

http://e.weibo.com/1802520647/yzxyP5BSQ

http://e.weibo.com/1802520647/yCt75u8cd

http://e.weibo.com/1802520647/yANrz1kKn

http://e.weibo.com/1802520647/yDkyEln6i

http://e.weibo.com/1802520647/yDW6ci1bG


CIC View

The latest embodiment of the Johnnie Walker “Keep Walking” spirit has achieved a strong sense of resonance with Chinese netizens, generating significant engagement. The secret behind the success in this instance, as has been claimed by netizens, is the Charity element. Ye Zuyi, one of the six KOLs invited by brand to create a short film, is a mixture of sociologist and story-teller, aiming to educate an audience on the lives of elderly people in rural China and the impact changing times are having on them, both physically and mentally. Netizens were overwhelmed and deeply touched by a story so common to many of their own situations. This emotional resonance and artful delivery prompted substantial, spontaneous engagement. This kind of engagement and understanding also hints at a progression in the perception of consumer sophistication, from an ideal of luxury purchasing power to a charitable, emotional empathy.

Charity Elements

Ye Zuyi, an ordinary country recorder, appeal to people for take better care of the old people who have been left behind by rural migrant workers who have gone to cities in search of work.

The Call of Hometown

Link

Link

Stories provokes a “visceral” reaction…

We all should go home once in a while to extend our love to our parents.

I really appreciated the charity movie by JW, thank you and such great young people Ye for reminding us to take care of our elders.

Crowd Sourcing Creativity and an Enterprising Spirit

Charity is the new Luxury

55

http://v.youku.com/v_show/id_XNDU1MzI1MzU2.html

http://e.weibo.com/1802520647/yDW6ci1bG

PAGE. 57-58

Netizen Response to Product Placement PAGE. 59-60 Effectively Combining Online and Offline Engagement PAGE. 61-62 The Voice of China: Digital Engagement for Traditional Television

INTEGRATED MARKETING

Back To Main Menu


Summary

All of BMW’s models appear “Mission: Impossible 4", but rather than being viewed as awkward and unnatural, fans were excited and generated a significant volume of positive buzz in China’s social media. Besides Tom Cruise driving, and just showing off, BMW’s fascinating new concept car, there is also a scene in which Tom successfully foils the villain’s evil schemes purely thanks to the safety features of the BMW 1 series. In addition to the blatant product placement, BMW also released a series of TV commercials to maximize on exposure.

Netizen Response to Product Placement

BMW Stars in “Mission: Impossible 4”

宝马概念车第一次看到它电影里出现，那个流线型的车身，哦卖噶，彻底迷住了[link] OMG, I was totally obsessed with the BMW concept model when I saw it in the movie.

看了碟中谍4 对宝马产生了独特的感情这也太经撞了这安全气囊也太安全了要是真的这样我也想要一辆 [link] After watching this movie, I have a crush on BMW. BMW vehicles are so safe that I really want to have one.

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http://weibo.com/u/1003530907

http://weibo.com/wodeweiwei


CIC View

Brands placing their products in movies is always going to be a little risky. However, BMW’s placement within “Mission: Impossible 4” has proved successful. The movie generated over 500 million US dollars worldwide, gaining massive exposure for the BMW brand. Of course, BMW went to great lengths to maximize on this opportunity. Through a well integrated social media strategy, the positive sentiment and significant buzz volume amplified and maintained through a series of well executed marketing activities.

Netizen Response to Product Placement

Frequent Interaction via Social Media

Community Participation

Sample Quotes: 宝马的广告做得很实，拉风的外型，绝佳的装备，以及无以伦比的安全性[link] Ads for BMW in “Mission: Impossible” are solid: charming appearance, excellent gear, and unbeatable safety performance. 好想看《碟中谍4》，据说里面宝马的植入很炫[link] I would like to watch the movie as it is said the placement of BMW is gorgeous

Generate positive feedback & maintain netizen engagement

Brand related articles across various media.

Direct, authentic communication with consumers via brand social media.

Engage customers to engage with branded offline activities.

Diversify Branded Content

Product placement highlighting the key features of BMWs.

Product Placement

BMW Stars in “Mission: Impossible 4”

58

http://weibo.com/u/1785736240

http://weibo.com/media360shq


2012 DELL XPS Ultra Travel

Effectively Combining Online and Offline Engagement

Dell worked with Jiepang to launch the “2012 DELL XPS Ultra Travel” campaign to promote the new Ultrabook XPS. Anyone using a phone to check-in at authorized vendors and sharing to Weibo is awarded a badge that can then be redeemed for a gift.

During the campaign, there were more than 70,000 check-ins and Weibo retweets.

2012 DELL XPS ULTRA TRAVEL Sample Quotes：

上海站活动耶！我是上海的，支持戴尔中国，期待好运 [Link] It would be held in Shanghai! I’m from Shanghai. Support Dell and hope I’m lucky. 我在[活动] 天河城 - 2012 DELL XPS超极之旅拍了照片：@戴尔中国被科技化的外形和设计吸引~ [Link] I was attracted by the technological appearance and design. 我在[活动] 万达广场(五角场店) - 2012 DELL XPS超极之旅拍了照片：#戴尔XPS超级之旅#超级美女配戴尔超级电脑。超级给力。[Link] Super model with Ultrabook. Super cool!!!

Highlights：

The live tweeting and retweeting included netizens in the offline experience.

An impressive exhibition stand enriched the overall experience.

Effective integration of LBS.

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http://e.weibo.com/1687053504/yiEc0lQTv?ref=http://weibo.com/520328999

http://weibo.com/1434424440/yk0UM8zuN

http://t.qq.com/p/t/77785016528342


2012 DELL XPS Ultra Travel

Effectively Combining Online and Offline Engagement

CIC View

1. Pattern — Offline participation to online engagement - the tour brings the offline experience to more consumers; the quality of the exhibition encourages visitors to turn that offline experience into online engagement.

2. Spread — LBS increase exposure and attract more netizens from more platforms.

3. Effect — Understanding the elements of the offline experience that generate the most social engagement and the means of online engagement that generate the greatest response from netizens are key to creating more effective promotion.

0%

5%

10%

15%

20%

25%

Shanghai

Beiji

ng

Guangdong

Henan

Sic

huan

Jia

ngsu

Fujia

n

Zhejia

ng

Lia

onin

g

Neim

enggu

Shandong

Chongqin

g

Heilo

ngjia

ng

Hubei

Shanxi

Yunnan

Male 41%

Female 59%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Interaction on Spot Authorized Campaign City

Respondent Demographic

Due to the sleek and artistic design, more than half of respondents were female.

Engagement Medium Geographic Response

Over a quarter of respondents engaged with the official account on location.

More than half of netizen respondents were from Shanghai, Beijing and Guangdong; the authorized campaign cities.

Data source: CIC IT Industry Sina Weibo Data Panel.

60


Summary

Audience ratings are the measure of television success, so promotion to drive up viewing numbers is the aim of any engagement. In addition to their conventional advertising, television programs are increasingly establishing an official presence in social media via Sina Weibo. As a hot entertainment program, “Happy Camp” (快乐大本营) founded an official account and employ standard tweet and retweet functions to publish program forecasts and reviews. Popular dating show “You Are the One” (非诚勿扰) shares pictures and videos to generate buzz about the program. Beyond program information and video sharing, “Up Every Day” (天天向上) use hot topics and content tags to attract attention and generate engagement with their official account. Essentially, although these three examples cover three tiers of engagement strategy, they focus more on promotion and less on communication with their fans.

Simple Tweet and Retweets Hot Topic and Content Tags

The Happy Camp(快乐大本营) official account(Link) was established three years ago, primarily to publish program information. With the simple tweeting and retweeting mechanism, Happy Camp shared program forecasts and reviews.

Congratulations to the beautiful Xie Na Link

Multimedia Content: Pictures & Video

As a popular dating show, the official Weibo account of “You Are the One” (非诚勿扰) (Link) paid more attention to contestant registration and introducing the female guests. Through rolling pictures on the left of the page, netizens can find information on signing up, and via promotional tweets, fans are fed the latest information about the female guests.

Established: August, 2009 Followers: 4,364,718

Established: March, 2010 Followers: 3,769,795

Establish Time:August,2009 Followers:395,699

Up Every Day’s (天天向上) official account(Link) uses hot topics and content tags to make its engagement more relevant. •Hot topic: Netizens could easily find program topics at the top of the “Up Every Day” account page.

•Content tag: The “Up Every Day” account uses content tags to categorize its tweets for improved user experience.

The Voice of China: Digital Engagement for Traditional Television Operating Traits of Television Program Accounts

61

http://weibo.com/hntvhappy?topnav=1&wvr=5&topsug=1

http://weibo.com/1431308884/yAYf8lNJj

http://weibo.com/jswsfcwr

http://weibo.com/hunandaydayup


CIC View

The most popular program on Chinese TV this summer was “The Voice of China”, attracting the nation’s highest audience rating every Friday evening. This show’s popularity brought one million followers to its Sina Weibo account and helped it to the top of Weibo’s film and television rankings. As a TV program account, Weibo content is focused on promotional information, which it did very effectively. It build two official accounts, one in Weibo and the other in Weiba, Sina’s BBS style forum. Via “The Voice of China” official account, it clearly communicates timely program information, using hot topics, news and video. In addition to it’s role as a publication platform, “The Voice of China” Weibo also engages and interacts with netizens, using voting systems and retweeting hot topics to increase buzz volume. Through integrated use of official accounts, “The Voice of China” listens, knows, and participates in the on-line discussion.

Polling System The Voice of China uses a polling system to encourage netizen engagement; netizens can quickly and easily vote for their favorite singer. Weibo Interaction The Voice of China posts official website links and retweets the hottest news for more timely communication with fans. Quotes: 胡苗苗陕西:很期待周五的比赛//Looking forward to Friday’s competition. Link 枫叶jwf:中国好声音越来越多的激情与感动,给力//The Voice of China gave us more passion and sensation, awesome! Link

The Voice of China published hot topics, hot news and video on its official account to help netizens know more program information. By adding links, netizens could easily find the content and video they are interested in.

Structure: Establish an Official Presence

In order to promote “The Voice of China” and increase its audience numbers, the TV show opened two official accounts: an account on Sina Weibo and another on Sina’s BBS-like, Weiba chat forum, to listen netizen opinion.

Promotion: Tweet on Hot Topics and Post Popular Videos

Interaction: Participate in Community Discussion

Hot Topic Hot News Hot Video Hot Video

The Voice of China: Digital Engagement for Traditional Television Operating Traits of Television Program Accounts

62

http://weibo.com/2808934884/yBwEw14pM

http://weibo.com/1839869243/yBwbvl3Qq


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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http://www.seeisee.com/sam/2007/10/29/p381

http://www.seeisee.com/sam/2010/09/07/p2551

http://www.ciccorporate.com/index.php?option=com_content&view=article&id=376&Itemid=34&lang=en


http://www.ciccorporate.com/index.php?option=com_content&view=category&layout=blog&id=12&Itemid=36&lang=en

http://www.ciccorporate.com/index.php?option=com_content&view=category&id=44:iwom-watch&layout=blog&Itemid=5&lang=en



http://www.ciccorporate.com/index.php?option=com_content&view=category&id=17:white-paper&layout=blog&Itemid=5&lang=en


http://www.kantarmedia.com/

http://www.ciccorporate.com/index.php?option=com_content&view=article&id=801:kantar-media-to-acquire-leading-chinese-social-business-intelligence-agencycic&catid=71:archives-2012&Itemid=172&lang=en

http://www.kantarmedia.com/

http://www.ciccorporate.com/index.php?option=com_content&view=article&id=801:kantar-media-to-acquire-leading-chinese-social-business-intelligence-agencycic&catid=71:archives-2012&Itemid=172&lang=en


IWOM WATCH

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A monthly digest of the hottest trends, creating the biggest buzz, reflecting China’s unique online culture. CIC’s exemplary

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In this IWOM Watch compilation, we have collected and categorized a series of articles that bring 2012 into focus. For

marketers, this is a year in the life of China’s social Internet.

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IWOM WATCH CIC IWOM watch archive

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

2009 IWOM watch 2nd half year review 2009 | view IWOM watch 1st half year review 2009 | view 2008 IWOM watch 2nd half year review 2008 | view IWOM watch 1st half year review 2008 | view IWOM watch May Special Edition (Sichuan Earthquake) 2008 | view 2007 IWOM watch 2nd half year review 2007 | view IWOM watch 1st half year review 2007 | view 2006 IWOM watch 2nd half year review 2006 | view

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http://www.slideshare.net/CIC_China/2012-iwom-watch-travel-special-edition

http://www.slideshare.net/CIC_China/iwom-watch-compilation-2011

http://www.slideshare.net/CIC_China/iwom-watch-compilation-2011

http://www.slideshare.net/CIC_China/2011-cic

http://www.slideshare.net/CIC_China/iwom-watch-lbscn-finalized

http://www.slideshare.net/CIC_China/cic200620107


http://www.slideshare.net/CIC_China/iwom-watch-2006-2010





http://www.slideshare.net/CIC_China/iwom-watch-2nd-half-year-review-2009

http://www.slideshare.net/CIC_China/cic-iwom-watch-1st-half-year-review-2046419

http://www.slideshare.net/CIC_China/iwom-watch-half-year-review-an-overview-of-chinese-iwom-trends-from-july-to-december-2008-presentation

http://www.slideshare.net/CIC_China/iwom-watch-1st-half-year-review-2008-chinese

http://www.slideshare.net/CIC_China/iwom-watch-may-special-edition-cn

http://www.slideshare.net/CIC_China/iwom-watch-2nd-half-year-review-2007-english

http://www.slideshare.net/CIC_China/iwom-watch-1st-half-year-review-2007-3435217

http://www.slideshare.net/CIC_China/iwom-watch-2nd-half-year-review-2006



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