uncategorized 13 March 2017

What Happened

  

Wei Chuan released a new packaging design for Daily C with one large Chinese character on each bottle to interact with consumers in the form of scrabble and make new phrases for further communication among consumers.  The brand’s idea is to attract consumers attention in low season for juice, and hope they can get creative with the scrabble and buy more packages to generate a whole sentence. There were some unpleasant combinations shared online (e.g. “You are sick every year” showed up as a potential crisis), however through careful management from the brand the overall reaction from consumers was positive and the sales volume also surged with the new packaging. As a result, newly packaged Daily C successfully penetrated the young customer group and 722 related WeChat articles received 5,331 reads and 125 likes on average.

What Netizens says

 

What Kantar Media Says

In this campaign, Wei Chuan granted the power to its consumers to create fun and surprising scrabbled sentences. The company successfully attracted netizens’ attention and bridged the gap between brand and its consumers. Moreover, the  success demonstrated that by initiating an interesting communication among consumers, brand can benefit from high participation and conversion to purchase.

Creative content is core for brand campaign. The smartly picked characters on new package transformed Wei Chuan’s image and motivated more netizens to get involved. Although the reaction from consumers was unexpectedly strong, crisis PR is unnecessary as long as there was no damage to the brand image. In other words, consumers’ spontaneous participation can help brand increase positive impression more significantly.

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This case study is from our January edition of Kantar Media CIC TrendWatch, our monthly report of the hottest topics creating buzz on Chinese social media.  Our social media experts deliver intelligence and valuable insights trends we see from consumers, brands and major industries to allow your team to generate innovative ideas.   If you would like to see a full Trendwatch report, email sophia.yang@cicdata.com to request and we will share a sample report with details of standard and customized versions!

 2017年1月《Kantar Media CIC网络趋势观察》目录

Posted by   @   13 March 2017 0 comments
 IWOM Reports 9 February 2017

The Chinese social media landscape is one of the most unique, fragmented and dynamic in the world. In the 12 years that Kantar Media CIC has been analysing Chinese social media, the rate of change has only gotten faster. Here we take the pulse of China’s social landscape and present five changes and developments that brands, agencies and tech players should understand for 2016.

Please click the link for the landscape:

http://www.ciccorporate.com/images/SocialMediaLandscape/china%20social%20media%20landscape%20en_20161107_new%20logo.png

  1. BATS, the core of the China’s social and digital landscape

Baidu, Alibaba, Tencent and Sina (AKA ‘BATS’) together have upwards of eight different social media and/or e-commerce platforms, each with hundreds of millions of active users. They are the absolute core of China’s social and digital landscape because of their cumulative almost 4 billion users. These apps are at the heart of making the Chinese Internet VIRAL, INFORMATIVE and PRACTICAL (VIP). The “I” and the “P” are particularly important in differentiating China from the rest of the world. Trusted Information in China can be scarce, while the plentiful Information on social media such as news, word of mouth, and rumours is often the type of content that cannot be found anywhere else. This makes social media more important in China than most global markets. The Practicality of Chinese social media is unmatched due to the deep integration of payment solutions and services such as, Alibaba’s Alipay and Tencent’s Tenpay. For over 700 million netizens, WeChat is the go to platform not only for e-commerce transactions, but also P2P transfer, bill payment and even mutual fund investment. Nowhere else in the world is there a complete social media ecosystem connecting internet word of mouth and payment so seamlessly.

  1. Developing E-commerce categories reflect the complexity of China’s retail market

As the number of consumers’ increases, the desire for a wide variety of products grows as well. Even today, some products are not always readily available offline or even on some of the largest E-commerce platforms like Taobao, Tmall, JD and Yihaodian. We are seeing an increasing number of E-commerce categories emerging in China. Some of these new platforms include, group sales sites such as Nuomi (糯米) and Meituan (美团); flash sales sites such as Glamour Sales (魅力惠); second hand sales sites such as Xianyu(闲鱼); crowdfunding sites such as JD Finance (京东众筹); O2O sites such as ticketing service Gewara (格瓦拉) and cross boarder retail platforms such as “Little Red Book(小红书).”

Now that payment is so integrated with social media, we are seeing the boundary between social media and E-commerce becoming blurred. Traditional E-commerce sites are integrating social features such as Taobao’s Weitao (微淘), Tmall’s Fun (范儿), JD’s Discover (发现), and Yihaodian’s Yipintang (一品堂). Not to mention, social platforms integrating E-commerce, such as Little Red Book (小红书).

  1. Video continues to rise as it fragments

Traditional video sites like Youku and iQiyi continue to be important platforms. These platforms allow netizens to watch legal versions of local and imported long form content like TV dramas. Recently, many other sites have started to integrate Danmaku, the “rapid fire,” in-time netizen commentary, where the text appears right on your video screen. Danmaku was initially an innovation from the original Danmaku sites, Acfun and Bilibili, which show more youthful content like Anime, Cartoon and Games. Other video categories include short video apps like Meipai and Miaopai. These two apps have recently become a primary source of UGC on the social web. “Live” video broadcasting apps similar to Periscope, including Panda TV and Zhanqi TV, have also gained traction with consumers and even the watchful eye of government regulators. Brands like Maybelline have started to use live video platforms to promote their products. Maybelline quickly sold over 10,000 units of lipstick in two hours, via a live video broadcast hosted by celebrity spokesperson @Angelababy.

  1. Q&A reinvigorated with AMA as platform for deep engagement

Have you ever wanted to ask a celebrity how much money she has? If you haven’t, at least now you have the option on “Ask Me Anything” sites like Fenda and Zhihu Live. Recently, these platforms have gained significant traction.

For a fee ranging from a few hundred to a few thousand RMB, Fenda allows netizens to ask celebrities questions. Recently, celebrity Wang Sicong made over US$45,000 on Fenda for answering questions involving his personal gossip. Another platform, Zhihu Live provides a platform featuring experts from various industries. The app launches private sessions which allow KOLs to share information and insight with netizens. This gives netizens who are interested in certain categories the ability to easily communicate with industry leaders. Brands can consider how to utilize these sites to more effectively leverage their key opinion leaders (KOL) and celebrities.

  1. KOL landscape evolves with Wang Hong

Recently, the rise of “Wang Hong” (网红) has added a layer of complexity to the Key Opinion Leader (KOL) landscape. We are now dividing KOL’s into three basic categories: experts, “Wang Hong,” and celebrities.

Experts tend to focus on their specific fields, like beauty or fashion, where they are able to persuade and inform the masses with their expertise and experience. Wang Hong, such as QKXLJ (呛口小辣椒) focus on turning their online fame into an actual business. This is achieved by creating unique personal brands. Wang Hong tap into their social media following to promote and sell their products, leading to e-commerce sales that could not have been achieved without their social media promotion. Wang Hong are more willing to share their personal life on social platforms which can make them seem more “authentic.” Celebrities that are famous online and offline command a premium price, yet do not appear as “authentic” as Wang Hong. With this increasingly complex KOL landscape, brands need to pay more efforts to obtain the right “fit” to optimize media impact.

 

In summary: the China social landscape is unique, fragmented, and dynamic

Underpinning these 5 trends is the everlasting trifecta of defining characteristics of the China social media landscape mentioned earlier: unique, fragmented and dynamic. In the West, you may be able to get away with a two platform strategy consisting of Facebook and Google. However, in China, there are not only unique platforms that do not exist anywhere else, but also multiple, overlapping platforms, as well as, multiple, overlapping ecosystems all of which are in constant flux. An environment like this requires persistent diligence in order to understand, plan and execute for maximum and appropriate impact.

 

About Kantar Media CIC   

Kantar Media is a global leader in media intelligence, providing clients with the data they need to make informed decisions on all aspects of media and social media measurement, monitoring and selection. Part of Kantar, the data investment management arm of WPP, Kantar Media provides the most comprehensive and accurate intelligence on media consumption, performance and value.

Asia-Pacific branch Kantar Media CIC is China’s and regional leading social and digital business intelligence provider. The experts from Kantar Media CIC enable enterprises to fully leverage the power of social media and other Internet based big data intelligence across the organization. Since 2004, Kantar Media CIC has pioneered social technology, research and consulting. Founded as CIC, it was acquired by WPP’s Kantar Media in 2012.

 

For further information, please contact:

 

Renay Cheng

Senior BD & Marketing Manager

Tel+86 21 6404 9191*8761

Emailrenay.cheng@cicdata.com

Websitewww.ciccorporate.com

Posted by   @   9 February 2017 0 comments
 uncategorized 18 March 2016

If every business needs to become a social business, every business needs the “software” to enable competency. A social business support system is a more effective use of social business intelligence across the organization. If a company wants to have a comprehensive understanding of Social Media in China and the rest of the Asia Pacific region, the best way is cooperating with a local third-party social media listening provider.

Recently, Forrester Research published <The Forrester WaveTM: Asia Pacific Enterprise Social Listening Platforms, Q1 2016> report. Based on Forrester’s 30-criteria evaluation of enterprise social listening platform providers in the Asian Pacific, this report details Forrester’s findings of how well each vendor fulfills the 30-criteria and where these vendors stand in relation to each other, thus helping marketing professionals select the right partner for enterprise social listening needs. According to Campaign China’s coverage of the report, Kantar Media CIC is not only one of the seven most prominent providers in APAC, but also an optimum comprehensive provider for companies who need local expertise to expand their business in China. Amidst all these providers, what are the relevant strengths of Kantar Media CIC?

 

Strong Background and Leading Industry Pioneer

Kantar Media CIC created the social listening industry and founded the first social media research and consulting firm in China in 2004. In 2008, the first real-time social listening tool was launched, and the first China social media landscape map was published. Since then Kantar Media CIC has maintained a leading industry position in China. In order to expand the market into the Asia Pacific and Globally, Kantar Media CIC agreed to be acquired by WPP’s Kantar Media, a global leader in media intelligence, in 2012. WPP is the world’s largest advertising company by revenue. Furthermore, Kantar Media CIC defined key terms (e.g., “IWOM” and “Social Business”) for the industry, a true pioneer in China’s social listening industry. Additionally, Kantar Media CIC owns patented social listening technology that gives them a competitive advantage in the industry.

 

Comprehensive Data Coverage and Advanced Technology

Presently, Kantar Media CIC has the best social media coverage in China. To realize cross-site data aggregation, Kantar Media CIC has established strategic partnerships with major social media platforms, blog and BBS service providers as well as reputable E-commerce platforms. The best tech platform is not only supporting 12 dimensions across 15 key industries, but also supporting multiple languages, equipped with automatic language recognition and sentiment & semantic analysis. In the past decade, Kantar Media CIC has served over 400 domestic and international clients, working with many leading companies and brands within a variety of industries. Meanwhile, Kantar Media CIC has received an excellent reputation from its clients and has been highly regarded by its third party sources.

 

Diverse Services Satisfies All Kinds of Client Needs

IWOMcooperator provides additional WeChat tools such as Brand PR monitoring, Keyword tracking and related analysis. With the highest level of API access for major social media platforms and Chinese natural language processing, Kantar Media CIC offers a unique social listening platform and Social Listening Command Center which uses real-time data and analysis to provide big screen visualizations for brands to make well-informed decisions.

IWOMcooperator provides real time data output, while the research and consulting service offers in-depth WeChat brand account reporting services. As an expert in the social media listening industry, our agile reporting solution offers both comprehensive and personalized reports. Equipped with the largest database, elite analytic teams, and industry expertise, we are dedicated to delivering the best social media insight in the industry.

 

About Kantar Media CIC 

Kantar Media is a global leader in media intelligence, providing clients with the data they need to make informed decisions on all aspects of media and social media measurement, monitoring and selection. Part of Kantar, the data investment management arm of WPP, Kantar Media provides the most comprehensive and accurate intelligence on media consumption, performance and value.

Asia-Pacific branch Kantar Media CIC is China’s and regional leading social and digital business intelligence provider. The experts from Kantar Media CIC enable enterprises to fully leverage the power of social media and other Internet based big data intelligence across the organization. Since 2004, Kantar Media CIC has pioneered social technology, research and consulting. Founded as CIC, it was acquired by WPP’s Kantar Media in 2012.

For further information, please visit us at www.ciccorporate.com.

Contact us: +86 21 6404 9191*8761 / marketing@cicdata.com

 

Posted by   @   18 March 2016 0 comments
 uncategorized 13 November 2015

For years, brands have been using social media, PR and other marketing disciplines in isolated silos. Nowadays, buyer’s and stakeholder’s journeys are powered by so many sources, devices and mediums that it’s become difficult to really engage with them in this way. But there’s good news. Social media is becoming more and more integrated to websites and linked to companies’ overall marketing strategies. From “social only” campaigns, many marketers and communications professionals have now switched their focus to fully integrated campaigns which link seamlessly to customer service, sales or PR.

In a similar way, the ‘social media command centre’ has evolved to reflect this synergistic marketing approach. Until recently, it was often just a dedicated room where a few employees could keep track of mentions on social platforms and engage in social conversations happening around brands or topics. It looked impressive (big digital walls, amazing large screens, fascinating data visualization, elegant glass façade….) but how can you have an overall view of your brand if you just track the basic figures of shares, likes or retweets? How can you gain decisive insight if you just monitor social media without allowing other departments to add their data to the table?

Welcome to the age of big data and insight command centres. Following the release of a recent case study by Forrester on the Kantar Media CIC + Nestle China social intelligence and command centre, we spoke to Sam Flemming, Founder and CEO of Kantar Media CIC, about these changes and what it means for businesses.

If you want to download The New Age of Social Media Command Center white paper, please contact us.

Renay Cheng, Kantar Media CIC

renay.cheng@cicdata.com   86 21 6404 9191 * 8761

Posted by   @   13 November 2015 0 comments
 uncategorized 9 November 2015

Chinese youth born between 1985 and 1995 bear the unique trademarks of their generation, and increasingly have the material resources to be active consumers, making them the hottest consumer group in the current market. Kantar Media CIC recently released “85-95 Generation Skincare Report” painting a detailed profile of this young target audience with detailed analysis.

 

Posted by   @   9 November 2015 0 comments
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