uncategorized 12 November 2014

SamFlemming , founder & CEO, Kantar Media CIC, shares insights about how brand owners should integrate China’s pop culture with its internet culture to develop a smart social media strategy. Video

Posted by   @   12 November 2014 0 comments
 IWOM Reports 14 October 2014

From 2011 to 2013, Kantar Media CIC published “From Social Media to Social Business” white paper series which served as a “step-by-step guide,” helping enterprises develop their understanding of Chinese social media and ultimately realize their social business objectives. Kantar Media CIC first defined social business for China in 2010 as “an organization designed consciously around social tools, social media, and social networks,  as a response to outgrowth of the web 2.0 technology space and its reshaped brand-consumer communication and business discipline.” After 4 years development, “Social Business” is becoming more than just a concept; it is penetrating every aspect of enterprises’ daily operation.

With the continuous development and maturation of enterprise social business practices, Kantar Media CIC, as the leading China social business research and consulting company in China, has also made adjustments in the research direction of social business phenomena, moving from advocating entry-level concepts to practical consulting and design. During the research and consulting process, we are frequently confronted with this question: How can we create an excellent social business organization? Different answers are needed for different enterprises; First, it should be clear that what the remarkable features that distinguish excellent social business organizations from ordinary ones are. In order to find this answer, we have carried out the “China Enterprise Social Business Survey” for two consecutive years to collect extensive attitudes and perceptions towards social business from professionals of various functional departments. After drawing inspirations from various enterprises’ social business evolution and the leading ones’ practical experiences, today Kantar Media CIC officially releases 2014 From Social Business to Big Data white paper—Insights from CIC’s 2013-2014 China Enterprise Social Business Survey, to provide suggestions for enterprises social business advancement to big data.

It is our hope that the “From Social Business to Big Data white paper—Insights from CIC’s 2013-2014 China Enterprise Social Business Survey”, the cohesion of Kantar Media CIC thoughts and practices, could help Chinese enterprises to recognize and correctly understand social business and gain value from it through our demonstration and analysis of the leading enterprises. As enterprises march into the ‘Big Data’ era, it is becoming clear that social intelligence is just one part of the big data pool that enterprises can leverage and that many of the lessons learned from social business can be applied to ‘big data business.’ Kantar Media CIC will continue to deepen its exploration and research in the field of social business, even expanding into ‘big data,’ including social, search, e-commerce, and other ‘insight rich,’ and timely sources of data.

 

Click the “Link” to read the full version of‘2014 Social Business to Big Data White Paper’.

Posted by   @   14 October 2014 0 comments
 uncategorized 13 August 2014

We are very happy to share with you some exciting updates about CIC’s services and capabilities. CIC is continuing to invest in our technology to ensure our clients can fully leverage digital intelligence coming from the unique, fragmented, and dynamic social media landscape in China, Asia and across the world.

 

CIC adds real-time eCommerce, WeChat, BBS and Online News 

In a major upgrade of Cooperator, CIC’s real-time social listening intelligence platform, expanded real-time coverage of Weibo to now include Online NewsBBS, as well as eCommerce reviews from 8 eCommerce sites. In China’s unique, fragmented, and dynamic social media landscape, comprehensive coverage across multiple channels is essential. BBS is essential for in-depth category understanding, online news for crisis monitoring, Weibo for insight and information spread, and WeChat public accounts for competitive tracking. eCommerce is becoming especially critical for categories like beauty and parenting, where reviews can account for up to 50% of all online buzz.

        

More than just ‘tracking’ these sources, CIC’s Cooperator is a tool that can be used to distill consumer insight, utilizing CIC’s proprietary Chinese language text mining expertise. For example, CIC’s real-time keyword cloud provide an up-to-minute snapshot of brand image across each channel of social media individually or an integrated view across all channels. In addition, CIC has upgraded certain Weibo analytics includingimproved tweet travelinstant quality fan analysis and separation of commercial buzz from organic buzz. These are just a few of the many improvements that help our clients turn social media chatter into insight, either in the form of this powerful tool or integrated social listening command centers.

 

For more information, please get in touch with Allen Chen at  allen.chen@cicdata.com

 

 

 

CIC expands beyond China to include coverage of 67 languages and 190 markets

CIC, famous for the most comprehensive, in-depth coverage, and understanding of social media in China, is taking its approach to Asia Pacific and the rest of the world. Kantar Media, CIC’s parent company, acquired world class social listening platform Fisheye Analytics in late 2013, and CIC has now integrated Fisheye’s full technical capability to cover 67 languages and 190 markets.

Global coverage of the Fisheye platform is impressive and includes:

  • 190+ countries
  • 67+ languages
  • 65,000+ online news sites
  • 100 million+ blogs
  • 30,000+ discussion forums
  • Comprehensive Twitter
  • All Facebook public pages/groups
  • YouTube, Instagram, and Flickr    

With China coverage powered by CIC, Fisheye is the only global platform with true, comprehensive China social data.

 

In addition to global coverage, CIC will utilize Fisheye’s unique online metrics like Social Reach and Influence, Editorial Marketing Value(EMV), which automatically calculates the media value of social platforms including online news, and Social Shares, which shows the full extent any piece of content is shared across the web.

 

CIC provides service for Fisheye to cover Asia Pacific, and with parent company Kantar Media, can now cover the world with hubs in Shanghai, Singapore, London, Paris, Hamburg, and New York.

 

For more information, please get in touch with Angela Huang at  angela.huang@cicdata.com

Posted by   @   13 August 2014 0 comments
 Industry Watch 8 August 2014

In the wake of hit movie like Transformer 4, more and more brands are considering or planning on product placement. Netizens were not only talking about the movie itself but also paid attention and offered opinions on brands’ product placements in the movie. CIC tracked the buzz about brands in the massively successful movie Transformer 4 which offers some lessons for those brands considering product placement: 

IN PLACE: The automotive brands, such as Chevroet, Lamborghini, and Trumpchi, were obvious and seamlessly fit into the movie plot and as a result were more naturally received by netizens. Especially Trumpchi, which was the first Chinese auto brand placed in this movie, gets high attention and applause.

OUT OF PLACE: Although audiences laughed at Shuhua milk, the brand was well recognized. Shuhua milk got high identification through its consistent and continuous tie-in with the Transformer movie series.

HIDDEN IN PLACE: Other brands created little or negative impact, including as the strange placement of China Construction Bank and the almost invisible placement of Zhouheiya.

Buzz share and Sentiment of different brands      ( Click the image to enlarge )

Chevrolet: Buzz share  35.7%

What netizen say:

  • After watching Transformer 4, I feel great driving my Chevrolet.
  • The transformation of the Chevrolet Camaro in Transformer 4 is fantastic!!!

Trumpchi: Buzz share  20.6%

What netizen say:

  • Do you still remember the chase scene where  the CEO (played by Li Bingbing) of KSI China Region drove the rich man with her in Hong Kong? Their car left a group of limos behind, absolutely, it was Trumpchi! This time a domestic car did not lose face to Optimus Prime or the Camaro.

Shuhua milk: Buzz share  24.8%

What netizen say:

  • On the whole, Shuhua milk is the biggest laughing stock, ORZ, Shuhua milk beat The Minions in acting cute…
  • The product placement and Chinese passers-by (酱油) seem very stiff. I’m petrified at the moment Joshua takes his Shuhua milk.

Zhouheiya: Buzz share  3.3%

What netizen say:

  • Where is the product placement of ZHOU HEI YA? I didn’t see it.

 

CIC China Internet Consumer Watch 2014, July Edition

This article comes from CIC’s China Internet Consumer Watch 2014, July Edition. As China’s leading social business intelligence provider, CIC always pays close attention to the latest hot issues online and social dynamics/trends. CIC China Internet Consumer Watch is a monthly trend guide making sense of hottest buzz, unique online culture; foreseeing some emerging trends in social/digital spaces as well as dissecting case studies of online marketing campaigns seen in the past month, to give a timely update of the dynamism and development of China’s unique digital culture.

To get a complete version of our CIC China Internet Consumer Watch or register for a long-term subscription, please reach out to marketing@cicdata.com

CIC watch cover screenshot (2014 July edition)

CIC China Internet Consumer watch封面

Posted by   @   8 August 2014 0 comments
 Industry Watch 5 August 2014

While teams battled for the World Cup, the marketing war between the two sports giants Nike and Adidas battled off the football pitch in a social media marketing war. Both has casualties. Adidas’ posted  an unseemly tweet around Suarez’ bite. Nike suffered when all its high profile spokespersons’ teams bowed out early (again) and netizens raised the specter of the “Nike Curse”. While Adidas could claim victory (and did) with two teams in the final, Nike was seen as getting the last shot with Götze kicking the winning goal in pair of Nike Magist shoes. In the end, both brands had highs and both were also taken to task by netizens so it is difficult to declare a clear winner in this social media marketing war.

 

The world cup timeline    ( Click the image to enlarge )

Adidas vs. Nike World Cup Adaptive Social Marketing

FIFA World Cup begin

  • Nike: Tweet #搏上一切# #Risk Everything# topic on Weibo and related short videos
  • Adidas: Tweet #成皇或败寇# #all in or nothing# topic on Weibo

 

Suarez’s bite

  • Adidas: After Suarez’s bite, Adidas released  poster featuring Suarez with his mouth widely open and accompanied with the text “You will overcome by gritting your Teeth(一咬牙就过去了)‘” which was widely criticized by netizens.

 

Nike stars all lose

  • Nike: After the teams sponsored by Nike were all eliminated, Nike was mocked for the “Nike Curse” two tournaments in a row.

 

The Finals

  • Adidas: The two teams in the final were both sponsored by Adidas, who continuously released posters promoting this fact.
  • Nike: The decisive goal in the final was scored by Nike’s football star Mario Götze wearing Nike Magista football shoes. Nike seized the opportunity and timely launched the animation short film #Risk everything# starring Götze, turning the tables on Adidas.

 

 

 

CIC China Internet Consumer Watch 2014, July Edition

This article comes from CIC’s China Internet Consumer Watch 2014, July Edition. As China’s leading social business intelligence provider, CIC always pays close attention to the latest hot issues online and social dynamics/trends. CIC China Internet Consumer Watch is a monthly trend guide making sense of hottest buzz, unique online culture; foreseeing some emerging trends in social/digital spaces as well as dissecting case studies of online marketing campaigns seen in the past month, to give a timely update of the dynamism and development of China’s unique digital culture.

To get a complete version of our CIC China Internet Consumer Watch or register for a long-term subscription, please reach out to marketing@cicdata.com

CIC watch cover screenshot (2014 July edition)

CIC China Internet Consumer watch封面

Posted by   @   5 August 2014 0 comments
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