At CIC, we have developed a model for helping our clients understand and make sense of IWOM. We call this LISTEN-KNOW-PARTICIPATE. This is a model that has come from working with clients and IWOM for over two years. It is not my philosopy...rather, it is our philosophy. We articulated it as a result of a number of internal strategy sessions.

In her post from a couple of weeks ago, Daisy summarized it, and below is the translation.

1. Listen: Listen to consumers’ feedback and understand what they are concerned about. This should begin with learning and understanding the trends within the Internet, including the web 2.0 concept as well as its applications within the net culture (i.e. community, net language, etc.). This is an important first step for many marketers before they create their new marketing strategy. CIC tracks and analyzes consumers’ online discussion including: quantitatively and qualitatively tracking and analyzing consumers’ text or multimedia feedback toward companies, products as well as service; digging up unique/valuable consumer suggestions; understanding consumers’ attitude towards new product/concept; and discovering associations that consumers perceive based on product characteristics.

2. Know: Identify and understand the buzz-creating e-fluencers as well as their online community culture. For example, different fan groups can be identified with regards to various brands and products and thus we can discover where and how these fans usually generate discussion. One netizen’s complaint could damage a brand’s image, or a creative fan’s ideas may bring a lot of positive buzz to brands. Monitoring a brand’s online buzz could not only support a brand in communication during a crisis period, but also prevent a possible crisis from occurring in the first place. Moreover, such monitoring can help brands discover the potential marketing/PR opportunities behind this buzz.

3. Participate: Companies’ participation in online consumer buzz can bring more value to their brand communication and make consumers feel that their voices are heard and recognized. While providing new opportunities for brands to directly communicate with consumers, online social media also helps companies to reach their most loyal and passionate fans, thus beginning the conversation on how improve both the quality of products and service. Actually, utilizing “net culture” to get closer to consumers is already a part of many companies’ marketing strategy. Marketing 2.0 is now more well-received because so many top brands have developed interactive marketing and a corresponding IWOM evaluation process.

Based on the three steps of IWOM research and consulting in addition to our principles of being open and transparent (i.e. no seeding or "fake" messages), we believe IWOM will become the bridge to connect brands and consumers, allowing brands and interested consumers real two-way communication.