Innovation can be seen everywhere on the Internet, which requires brands to start thinking long term and act in a faster way. In this issue, we watched the emergence and the popularity of “Begging for XX” series. Netizens use these kinds of pictures to show their mood. And recently, Kaixin Restaurant has been attracting huge amounts of fans, thus holding great potential for brands to connect.

In addition, we kept an eye on the grey-clad Chinese online communities mourning the victims of the Yushu earthquake. And KFC’s big internet-based sales promotion campaign finally resulted in a PR fiasco. We also saw that “Oh, my ladygaga” has become a popular online phrase, used by netizens to express reactions of shock. Finally, we watched L’Oreal’s practices in Chinese social media.

Here are some excerpts from the IWOM Watch report
Sample article: “Oh my lady gaga” became extremely hot online

“Oh, my ladygaga” has become a popular online phrase, used by netizens to express reactions of shock towards any odd or surprising things. Netizens are keen to use it whenever they are pleasantly surprised, or shocked, displeased with something, etc.

Netizens are not only fond of using these words but also argue over where the words originated. Using “Oh my lady gaga” has become a hot trend since lady gaga is at the frontline of fashion and always in strange, unusual or exotic dresses, which fit in well with netizens’ need to tune into whatever is novel.

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