While a detailed definition of “Web 2.0” is often debated, most would agree that one key component is the fact that netizens are now empowered to “talk back” to the media.
In this issue of IWOM watch, we see an example of this in consumers letting detergent brand OMO know that its TVC broke social mores when the child actor in the TVC failed to apologize appropriately. We saw similar complaints against KFC, McDonald, and S-VW advertisements last year.

Consumers also “talk back” by contributing content for brand marketing campaigns (sometimes solicited, see Google China and Intel China campaigns on Tudou; sometimes unsolicited, see recent Apple fan’s TVC).

What is encouraging from what we see in all of this is that brands are not only listening to netizens through Web 2.0 platforms, they are reacting accordingly.

IWOM made OMO change its TVC?

Sample Quote
更让人气愤的是，他们都没有去道歉，反而是那样的理直气壮、全不在乎！这一广告设计，既违背了作人的基本道德原则，对儿童的危害更是严重深远！(Link)
It made me more angry that they don’t apologize at all and feel it is normal. They don’t care about these who they hurt. The ad design breaches moral principles and harms kids education.
今天早上，儿子一起看《乐乐园》时，惊喜的发现：这则广告已经加上“对不起”了！ (Link)
This morning, when watching Happy Kids with my son, I was pleasantly surprised that “sorry” was added in the TVC.

Summary
Recently, OMO released a new TVC. In the TVC, a child spilled some dirty liquid on other’s clothes. Then he just say OMO can clean that without apologizing.

The TVC has been criticized by many netizens since they thought the TVC will influence children to not say sorry to others when they make a mistake. They also said the TVC lacks moral principles.

A few weeks later, OMO revised the TVC by adding “sorry.” Netizens who found the change appreciated such reaction.

CIC View
Since October 2006, we reported many cases about the IWOM impact on brand, such as KFC’s Cyberspace Woes Continue, McDonalds cancelled Yang Chenling, Starbucks out of Forbidden City.

IWOM is the content including text and multimedia related to companies, products or services shared by netizens, including brands and consumers, via online community platforms such as BBS (online message boards), blogs and video sites.

Through IWOM, consumers have more power to drive brand and influence the traditional media. In the end, Brands cannot control this “consumer” media. Thus, facing to such “IWOM driven power”, brands need to recognize IWOM in terms of paying more attention to monitor online conversation in a more systematic way.

In addition, since IWOM is more driven by consumers, brands need to consider more seriously toward consumers’ comments and respond quickly. Such reaction will be regarded as sincere efforts to listen to consumers.

Below is a screen shot of the index for the full IWOM watch report

Other CIC IWOM Watch related posts that may be of interest:
CIC Watch Half-Year Review released (download the full report)
CIC watch: “You” – Time’s Person of the Year – also lives in China (download the full report)