I recently discussed the concept of "The Internet is THE community" on my blog. This is a concept we have been using at CIC for years to frame our view of the Internet landscape and its stake holders including, brands, consumers and community owners. The core concept is that the Internet has leveled the playing field between brands and consumers by giving both consumers and brands alike the opportunity to connect in ways which were previously impossible. In our latest issue of IWOM watch, we highlight different examples of how brands can participate in and positively contribute to the community. We also cover an ongoing awards activity which is one of the most interesting artifacts of the Internet community. The awards activity is hosted by Netease, and serves as a sort of Oscars for community participation. See below to read more about the top winners and other examples of how netizens are contributing to the community.

Case Study

Awards ceremony recognizes contribution to Internet community
网络劳模——我们“顶”！

Summary

Last April, Netease launched an online competition soliciting votes for "Model Netizens" or netizens who have contributed the most value to the Internet community. Currently, eighteen candidates have been nominated by netizens from all over the country. Subtitle Gangs, a group of individuals who collaborate online to provide subtitles for foreign movies/TV series, such as Prison Break, within 24 hours of each show's airing in the US, was ranked in the top 2. The Red Heart China grassroots campaign was also ranked in the top two for its contribution to the Internet community following the tragic earthquake in Sichuan. The campaign created "I+red heart+China" icons for online communication tools like MSN, avatars and QQ, which allowed netizens to express their support for China and the earthquake victims.

Other top awards nominees include the role of the BBS Administrator and the Human Flesh Search Engine.

Leading e fluencers and netizens have outlined the three characteristics that make a group, campaign or activity a "model netizens." The characteristics include:
1. Contributing value to the community
2. Sharing with others
3. Contributing something free of charge

CIC View

By using the Internet as a platform, "model netizens" are able to achieve things that no other institution is able to achieve. Netizens are passionate and proactive by nature, and are willing to join together in support of a greater cause. The Subtitle Gangs and Red Heart grassroots campaign are good examples of this. Brands can consider how to tap into the passion, collective wisdom and collaborative spirit of "the Internet is THE community."

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

For related articles, please see below:

A reflection on our IWOM thinking during the recent 2 months

How IWOM is Redefining the Relationship between Brands and Consumers

IWOM Watch July 16-31: Plastic bags banned, so BBS communities create their own "green" bags

IWOM Watch half year review: January - June, 2008