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
 uncategorized 6 November 2015

September 22, 2015: In the first quarter of 2015, China’s B2C category for Mothers and Infants reached RMB26.36 billion in transactions, a 51.9% growth from the first quarter of 2014. This study, titled China’s B2C Market Quarterly Monitoring Report – Quarter 1, 2015[1] sends a clear message to marketers: industries surrounding mothers and infants is on a fast path to growth.

 

However, marketing to mothers can prove tricky. Due to past food scandals and the close, personal connection mothers have to their infant’s nutrition, word of mouth support proves the most effective marketing tool. In the advent of today’s online social communities, much of this discussion is happening through WeChat, which offers a rich variety of content. However, to the media research landscape, this can pose as new and uncertain terrain.

 

Kantar Media CIC, a China’s leading social and digital business intelligence provider with over ten years’ experience in research and analysis, and Ogilvy China jointly issued the results of a study focused on WeChat content for mothers and infant Nutrition, with in-depth analysis of half years’ Wechat data (December 2014 to May 2015).

 

WeChat content was collected by Kantar Media CIC from 92 leading, influential mother and infant WeChat public media accounts, plus 12 mother and infant care KOL public accounts as well as 24 brand accounts. According to Kantar Media CIC’s unique text mining & data analysis technique, in-depth research focused on the different types of content, each created and then conducted a comparative analysis of their focus and reach. This research will prove essential to marketers when they work to create effective content strategy and guidelines that target expecting and new mothers.

 

The content in each of the three different categories displayed a different type of reach. For instance KOLs, as opinion leaders, specialize in providing practical experience in childcare for the audience, while brands focus more on products, services and answering questions. According to our survey, brand accounts have the greatest amount of original content, media has the highest forwarding rate and KOLs tend to boast the greatest audience reach.

 

 

Media, brands and KOLs focus on different facets, but complement each other

Within these three types of public accounts – Media, KOL and Brand – the KOL accounts tend to express leadership in mother and infant expertise and knowledge. Among the few KOLs highlighted in this study, WeChat attention tended to surround well-known nutritionists and pediatricians. For example, microblogging accounts of pediatricians like “Cuiyu Tao Family Parenting [崔玉涛家庭育儿]” and “Nutritionist Care Center [营养师顾中一]” garner a large amount of fans. In addition, KOLs using other online and social media tools exhibit a more flexible way to spread their reach; popular pediatrician Bao Xiulan set up a “Healthy Energy” microsite and “Rice Cake Mama” has a well-known online radio channel on Himalaya FM.
In contrast, media accounts tend to offer social and messaging functions, with names like “Parenting Networks [育儿网]” and “Kung Fu Mom and Kid Education [功夫妈咪孩子教育]”, which focus on topics like nutrition, parenting and discussion forums. These create interactive lifestyle platforms that build comprehensive communities of mothers. Brand accounts tend to focus on providing customer service, with information like weather services, consultation, product authentication and marketing-related activities meant to generate customer loyalty.

 

The takeaway from this evaluation concludes that original content has the advantage of leveraging media reach, and creates a more powerful influence on the audience. At the same time, brands should focus on developing their own KOLs, establishing the brand in the field of mother and infant nutrition to establish public leadership.

 

Infant nutrition content is well documented, but pregnant mothers need more

 

The mother and infant segment demands target content for their target audiences.  Bid farewell to mass marketing, it’s time to create precise content!

*Data base: A total of 1,634 infant nutrition articles were collected on WeChat from Dec 2014 to May 2015.

 

Among the accounts studied, infant nutrition topics account for 48.7% of all content. However, looking deeply into the different stages of infant development (Figure 1), the most information available focuses on infants aged 0-6 months while nutrition information for those 3-6 years is lacking, accounting for only 0.3% of the total amount of content.

 

The most important part of infant nutrition content is divided into four sections: Daily diet, Illness, Growth & Health and Food Taboo. Food Taboo is clearly insufficient. (Figure 2).  Brands should focus on strengthening their online nutrition content focused on children aged 3-6 years old, plus more on “food taboos”.

[Figure 2] Topics discussed for infant nutrition

*Data base: A total of 1,634 infant nutrition articles were collected on WeChat from Dec 2014 to May 2015.

 

Compared with the infant nutrition content, nutrition for pregnant women is woefully insufficient (only 1.7%) (Figure 3) – it’s incredibly general and there’s very little content that focuses on the different trimesters of a pregnancy, least of all the first trimester.
[Figure 3] Content comparison of nutrition for pregnant women versus infant nutrition

*Data base: A total of 3,355 infant nutrition articles were collected on WeChat from Dec 2014 to May 2015.

 

This is a clear opportunity for brands to beef up content. By focusing on content across different trimesters and different facets of pregnancy including diet, developmental knowledge and peer interaction, the can ultimately increase brand viscosity.

 

Multimedia and cross-subject content works

For today’s readers, WeChat posts with images, charts and video boast a much higher amount of readership (Figure 4).  Data shows that KOL accounts that resonating the most with fans involve charts and images. In contrast, the brand accounts seem to still be lagging behind in terms of this content.

 

 

[Figure 4]  Articles with richer display boasted higher engagement

*Data base: A total of 3,355 infant nutrition articles were collected on WeChat from Dec 2014 to May 2015..

No. of media articles: 2,605; No. of KOL articles: 430; No. of brand articles: 320.

 

In addition, connecting infant nutrition and mom topics with other “associated” topics can help spread the word. (Figure 5) For infant nutrition content, there are many “associated” areas that promote crossover, including ones like beauty, health, home appliances and children’s products. For example, in articles or forums discussing the prevention of infant eczema, skin care brands are often mentioned. Brands need to take advantage of associated domain content to create a diversified revenue model and broaden WeChat content from different angles.

 

 [Figure 5] Word Cloud of “Associated” topics

*Note: Data was collected from Dec 2014 to May 2015, CIC baby care industry BBS and Weibo Panel.

 

Research method:

This White Paper puts various infant nutrition-related WeChat Accounts into three categories: media, KOLs, and brands. With Kantar Media CIC’s patented text mining technology and advanced semantic analysis tools, we analyzed the performance of 128 infant nutrition-related WeChat l Accounts  in the past six months, uncovered a wide array of trending topics that are infant nutrition related, and evaluated various brands’ presence on WeChat from a social media perspective. In addition, based on Kantar Media CIC’s analysis of various M&B forums and Sina Weibo accounts, we further investigated other topics being discussed in infant nutrient-related online conversations, and explored potential opportunities for brands to better connect with their consumers via social media.

 

Credits:

Sam Flemming, CEO & Funder, Kantar Media CIC

Kantar Media CIC Monica Zhao, Head of Research Innovation, Kantar Media CIC

Theresa Loo, Chief Knowledge Officer, Ogilvy & Mather China

 

[1] Research conducted by Analysis, titled[中国B2C市场季度监测报告2015年第1季度]

 

 

 

 

About Kantar Media CIC

Kantar Media CIC is China’s leading social and digital business intelligence provider, enabling enterprise 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. In early 2012, CIC was acquired by WPP’s Kantar Media.  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 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.

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

Website: www.ciccorporate.com

 

About Ogilvy & Mather

Ogilvy & Mather is one of the largest marketing communications companies in the world. It was named the Cannes Lions Network of the Year for three consecutive years, 2012, 2013, and 2014; and the EFFIEs World’s Most Effective Agency Network for two consecutive years 2012 and 2013. The company is comprised of industry leading units in the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; health care communications; direct, digital, promotion and relationship marketing; consulting, research and analytics; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 500 offices in 126 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit http://www.ogilvy.com/, or follow Ogilvy on Twitter at @Ogilvy and on Facebook.com/Ogilvy.

 

For more information, please contact:
Renay Cheng
Senior BD & Marketing Manager
Kantar Media CIC
renay.cheng@cicdata.com  

Posted by   @   6 November 2015 0 comments
 uncategorized 26 October 2015

 

Kantar Media CIC, China’s leading social business intelligence provider, held a spectacular Social Media and Digital Data Annual Summit yesterday in Shanghai, titled Next Generation Solution for Insights.
During this summit, Kantar Media CIC invited a number of well-known international brands, companies, agencies, and international management consulting firms to share and discuss our vision for how to utilize social and digital intelligence to distill insights to inform businesses decisions.

Since 2004, Kantar Media CIC has been helping clients to understand Chinese social media.CIC has earned its reputation in the social and digital business intelligence industry with over a decade of quality research and consulting.
In 2008, Kantar Media CIC published the authoritative and now iconic “China Social Media Landscape.” In the years since then, we have witnessed rapid changes and developments in the Chinese social media universe.
During the summit, Sam Flemming, founder and CEO of Kantar Media CIC, elaborated on the six most important changes to note about the Chinese social media landscape in 2015:
1. WeChat continues to dominate, while its role and influence evolves;
2. Weibo is still relevant, since it takes the pulse of what’s viral;
3. Interest communities have gone mobile;
4. New forms of expression emerge;
5. E-commerce reviews explode;
6. Retailer-generated content is a ‘fourth media’.

 

 

After establishing the basics about Chinese social media today, Polaris Yu, Regional Director of Research & Consulting at CIC, presented Accessible and Actionable Insight Innovation: “Brand Pulse” focusing on the beauty and cosmetics scene.
We are already well into the “WeChat Era,” and WeChat public accounts are becoming ever more important. Kantar Media CIC, as a leading social and digital business intelligence provider, has formed a complete solution to assistant brands to monitor their published articles on WeChat public accounts. Monica Zhao, Head of Research Innovation at CIC, shared about ‘Influence in the age of WeChat: Infant Nutrition Industry Study,’ based on a white paper produced in cooperation with Ogilvy & Mather.
Through this in-depth look at the Maternal and Child Nutrition industry through WeChat public accounts, it is clearly seen that there are three different, yet complementary types of WeChat public accounts—Media, Brands, and KOLs—each with their own focus and sharing strategies. The commonality among these 3 different media types is content centered on infant nutrition. They all work to improve information access about pregnancy care; multimedia and cross-industry content is more popular.
Afterward Monica’s presentation, Theresa Loo, the Executive Director of Ogilvy & Mather China, was invited by Kantar Media CIC to talk more about “influence in the Age of WeChat” with Monica and the audience in a panel discussion.
As Big Data continues to grow in importance, Kantar Media CIC will expand its field of research from merely social media to include all digital media, including search, e-commerce, payments, and so on. In so doing, we will witness the transition from social data to big data.
At this summit meeting, Sam Flemming and Arthur Wang, respectively CEO and COO of Kantar Media CIC, looked forward to the next generation of Social Big Data. CIC aims to help brands to gain better consumer insights using Big Data analysis.
Meanwhile, Andy Wu, Head of R&D Dept. of Kantar Media CIC, explained the technical foundation of CIC’s insights, which includes Natural Language Processing and Machine Learning.Combined with more than a decade of research and consulting experience across a wide range of industries, these technologies greatly decrease the time costs of data collection, storage, processing, and analysis, while also improving the accuracy of measures such as sentiment & semantic analysis and so on. Moreover, Kantar Media CIC also supports multi-language data processing and analysis, which can automatically recognize more than 82 languages. With comprehensive data, real-time processing technology and highly accurate analysis, CIC maintains its leading industry position.Additionally, Kantar Media CIC invited many honored guests to share the future of Big Data analysis at this summit.Ken Hong, General Manager of Weibo Commercial Operations, shared some examples of turning Big Data into a “fans economy.”

 

Sumin Xia, Senior Product Manager of Baidu Big Data department shared how Baidu is applying Big Data in the travel industry.

 

Carol Jiao, Marketing Operation Director at Jusfoun big data, shared the value of third-party Big Data providers.

 

Pierre Dupond, General Manager of Full Price department at Glamour Sales China, shared his own experience on how to leverage Social Media for direct E-commerce impact.

 

Raymond Wang, executive director of Roland Berger digital solutions, shared what Roland Berger has done in terms of business application-oriented Big Data analysis systems, forming a complete set of solutions for industries like auto, apparel, consumer goods and finance.

 

Gene Cao, Senior Analyst at Forrester Research shared Forrester’s experience establishing the first social listening center for Nestle in cooperation with Kantar Media CIC.

 

Ben Wilson, Marketing Director of Reckitt Benckiser was interviewed by Sam Flemming to discuss the future of social media strategy and consumer insights.

 

At the summit’s conclusion, Kantar Media CIC released a new logo, embodying its new outlook on how to serve clients moving forward. Kantar Media CIC aims to help clients take full advantage of social media and Big Data to achieve business innovations across the entire organization.

 

 

About Kantar Media CIC
Kantar Media CIC is China’s leading social and digital 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, Kantar Media CIC has pioneered social business technology, research and consulting. We first coined the term IWOM and were 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. In order to help companies effectively leverage this social business intelligence, Kantar Media CIC provides customized research, consulting services, syndicated reports, and industry trend watches, rich in actionable insight.
For more information, please contact:
SeniorBD & Marketing Manager, Renay Cheng+86–21-64049191ext 8761renay.cheng@cicdata.comWebsite: www.ciccorporate.com 
Wechat account:kantarmediacic
Please scan this new Wechat account. Thank you!

 

 

 

 

Posted by   @   26 October 2015 0 comments
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