The document provides a summary of key consumer conversations and trends related to Internet word-of-mouth (IWOM) marketing in China from January to June 2007. It highlights how brands like Dell, KFC, and Google engaged with online consumers during this period. It also discusses the growing influence of online video and collaboration among Chinese internet users.

1. Consumer conversations for
marketing: the growing influence of
IWOM
- CIC watch half year review, Jan-June 2007
Report Period: Jan - June, 2007
CIC Contact: info@cicdata.com

2. Content Highlights
• CIC watch™: Service introduction
• CIC watch™ serves as a timely update of “Marketing 2.0 and PR 2.0” in China
What is CIC
which can be used as a reference for Internet Word of Mouth strategy planning
watch
• LISTEN: Dell and Qihoo use the web to systematically “listen,’ providing exact fit
products and services
L-K-P™ • KNOW: Google fails to “know” blogger culture; its “Dear Netizen” email to
IWOM bloggers called “spam”
Philosophy • PARTICIPATE: After a number of stumbles, KFC co-pilots its campaign with
consumers for its 20th Anniversary
• LEGENDARY TV SHOW GOES 2.0: CCTV Chinese New Year special streamed on
major portal video services
Online Video • NETIZENS “REPUBLISH” THEIR FAVORITE CONTENT:
Gains Pirates of the Caribbean, Prison Break and Leehom are hotter than many self made
Foothold videos
• TV SHOWS ALSO ‘REPUBLISH’: Hot shows post clips or whole episodes on popular
video sharing sites
• WIKI’S GAINING FOOTHOLD: Both commercial and non-commercial wiki’s being
Netizens launched
Online
• EZINES BY THE PEOPLE: Content created and edited by passionate fans
Collaboration
• COLLABORITVE PUBLISHING: Writing a better book based on shared knowledge
and passion
CIC watch half year review, Jan-June 2007 2

3. CIC WATCH: Service Introduction
CIC watchTM service includes general report and client report. The general report
is our bi-weekly trend watch report which provides a qualitative overview of Web
2.0 buzz. The client version focuses on the latest buzz around our client and its
competitors.
CIC watchTM serves as a timely update of “Marketing 2.0 and PR 2.0” in China
which can be used as a reference for Internet Word of Mouth strategy planning. It
is part of CIC’s retainer service package for many of our clients.
This free half year review provides some
highlights of our general CIC watch content
covering January through June 2007.
One CIC watch article is released on our
blog every two weeks under the tag CIC
watch.
Some older editions, including previous half
year review, can be found on our website
here.
CIC watch half year review, Jan-June 2007 3

4. LISTEN-KNOW-PARTICIPATE
“LISTEN-KNOW-PARTICIPATE” represents CIC’S core
philosophy that IWOM is not just a media, but represents
Listen听 online culture and is a source of consumer insight (this is
why we don’t call this stuff “social media.”)
Brands must take care before entering/leveraging the
world of IWOM: they must LISTEN to the voices on
BBS/Blog/Video to understand key concerns/issues and
they must come to KNOW and understand the online
cultural landscape, rules and language. With such wisdom,
Know识 brands can then PARTICIPATE in this world in
appropriate, meaningful, and effective ways.
For more on our thoughts on this philosophy, please see
our blogs. For Chinese, see here and here. For English,
see here and here.
Participate融

5. LISTEN: Dell and Qihoo use the web to systematically “listen,”
providing exact fit products and services
In U.S
Dell IdeaStorm is an open online community launched in February
which aims to get closer to the creative side of technology by
allowing people to share ideas about how to improve Dell products
as well as interact with other customers and Dell experts.
Using a “Digg” type model, customers suggest ideas for new
products or services, and then others promote the best
suggestions some of which are used by Dell (i.e. use of Linux OS,
see here).
Source: CIC watch Feb 15-28, 2007
In China
For 360safe, a malware removal and defense software, Qihoo
created an online platform named "360safe software
encyclopedia“ to share its list of malware.
The platform invites netizens to report unknown
software/malware to the data base, and all consumers can
comment on all listed malware Selection of the malware to be
removed by 360safe utilizes this consumer sentiment.
Source: CIC watch Mar 16-31, 2007
CIC watch half year review, Jan-June 2007 5

6. KNOW: Google fails to “know” blogger culture; its “Dear
Netizen” email to bloggers called “spam”
Google Spams Bloggers?
Google Spams Bloggers?
After Google launched its Daohang
After Google launched its Daohang
Google, why did you spam me?
service, many Chinese bloggers posted
service, many Chinese bloggers posted
their comment on this service as well as
their comment on this service as well as
the company. (see sample here)
the company. (see sample here)
Later some of these same bloggers
Later some of these same bloggers
received email of press release from
received email of press release from
Google’s PR. The emails were regarded
Google’s PR. The emails were regarded
as spam by many since they were sent
as spam by many since they were sent
unsolicited to bloggers who expect
unsolicited to bloggers who expect
“conversations”, not blanket mails with
“conversations”, not blanket mails with
PR speak.
PR speak.
Why did you spam me? If you think my blog has some misunderstanding or negative influence
for you, would you please leave me a comment or a trackback? I do not want to be your so
called “Dear Netizen” in the mail…
Update: I just received another spamming email after finishing the post…2 identical
emails….hope it doesn’t happen again. I do not think there is another word than spam to
describe this. PR people, do not let this happen again. Source: CIC watch Mar 1-15, 2007
CIC watch half year review, Jan-June 2007 6

7. PARTICIPATE: After a number of stumbles, KFC co-pilots its
campaign with consumers for its 20th Anniversary
KFC’s Series TVC IWOM Problem in 2006
Co-piloting its 20th anniversary
in China with consumers
2007
After experiencing a number of TVC IWOM troubles in 2006, KFC launched a campaign for its 20th
After experiencing a number of TVC IWOM troubles in 2006, KFC launched a campaign for its 20th
anniversary in China by inviting consumers to co-pilot its celebration, creating a “get-together” atmosphere
anniversary in China by inviting consumers to co-pilot its celebration, creating a “get-together” atmosphere
for brand engagement.
for brand engagement.
On the campaign’s mini-site, the brand is inviting consumers to share their stories of “growing up with
On the campaign’s mini-site, the brand is inviting consumers to share their stories of “growing up with
KFC”, leave their names as part of the KFC celebration mosaic, tell the brand their favorite KFC foods,
KFC”, leave their names as part of the KFC celebration mosaic, tell the brand their favorite KFC foods,
enjoy previous KFC TVC’s and show their KFC toy collections. All of these events aim to one thing –
enjoy previous KFC TVC’s and show their KFC toy collections. All of these events aim to one thing –
starting the conversation with consumers based on how the brand has been a part of their lives.
starting the conversation with consumers based on how the brand has been a part of their lives.
Source: CIC watch Apr 16-30, 2007
CIC watch half year review, Jan-June 2007 7

8. CHINESE ONLINE VIDEO
GAINS A FOOTHOLD
Just like the rapid development of BBS and
Blog, Video Sharing (not just Bit Torrent
sites like here) is becoming an indispensable
parts of netizens’ life.
In the 2.0 era, it is quite easy to :
- Find your favorite singer’s new music video
- Find the latest episode of Prison Break
- Share videos of you and your friends
And much, much more…

9. LEGENDARY TV SHOW GOES 2.0: CCTV Chinese New Year
special streamed on major portal video services
Broadcasting the Gala online in real time
CCTV officially cooperated with major portal sites’ video service to
provide a live feed to its legendary and monumental Chinese New
Year Gala online
+ =
Do not like the normal version? Try the
customized one
Sina Vlog Channel (Video Blogging/Sharing Service) also held
the very first netizen organized Chinese New Year’s Gala which
attracted passionate support. Netizens publicly submitted their
ideas about the program list for this special Gala. And many
entertainment celebrities also showed their interest by making
their own Vlog responses.
Source: CIC watch Feb 15-28, 2007
CIC watch half year review, Jan-June 2007 9

10. NETIZENS “REPUBLISH” THEIR FAVORITE CONTENT:
Pirates of the Caribbean, Prison Break and Leehom are hotter
than many self made videos
More than “self made” videos, netizens will republish popular, commercial content such as
movies, TV shows, and music videos on popular sites like Tudou, Mofile and Youku.
Movie TV Series Music Video
Pirates of the Caribbean Prison Break Season II “You and I” - by Leehom
Source: CIC watch Jan 1-15, 2007
CIC watch half year review, Jan-June 2007 10

11. TV SHOWS ALSO ‘REPUBLISH’: Hot shows post clips or
whole episodes on popular video sharing sites
More and more TV shows start utilizing
online video sharing service as their re-
broadcasting channels for those who want
to watch the show again, who miss one
episode, and those who may get hooked
for the first time online.
TV Show “Winner” mini-site on Tudou
TV Show “Let’s Shake It” mini-site on 56.com TV Show “一笑成名” mini-site on mofile
Source: CIC watch Jan 1-15, 2007
CIC watch half year review, Jan-June 2007 11

12. ONLINE
COLLABORATION
While social media means netizens
become Internet content providers,
it is based on social networks which
gather people who share similar interest
and passion. Web 2.0 tools like wiki’s,
ezines and even blogs allow the passion
to be shared and built upon in
exponential ways.

13. WIKI’S GAINING FOOTHOLD: Both commercial and non-
commercial wiki’s being launched
While Wikipedia, the free online encyclopedia written “by the people, for the people,” gradually becomes the
mainstream online source for knowledge maintenance and sharing, its “everybody is a contributor” model
expands into various areas like food wiki (好聚吃) here and English word wiki (单词魔咒).
Commercial Non-Commercial
Dallas Mavericks, the well-known NBA team has CineWiki (中文电影维基), an ambitious project
broken new ground with a wiki called MavsWiki. that aims to be a Chinese language
encyclopedia of film, formally launched in 2007.
The Official description of site says it is a
collaborative platform for Mavs history, official It is lets film fans write, translate, and aggregate
stats and the all important FAN perspective. movie knowledge, which aims to enable people
Editing function of this site is open to all and it to read and reference a wider range of edited
encourages everyone to share thoughts, and updated information about film.
comments and photos about Dallas Mavericks.
Source: CIC watch Jan 1-15, 2007
CIC watch half year review, Jan-June 2007 13

14. EZINES BY THE PEOPLE: Content created and edited by
passionate fans
Chen Luyu, Phoenix TV’s famous hostess, published her first e-magazine
“Date with Luyu” on January 26. The ezine editor wrote posts on BBS to
recruit some netizens to be the content contributors of this e-magazine. Many
Luyu fans were willing to participate in the event.
Sample Quote
报名报名，我很喜欢她~~~ (link)
I like to participate and I like Chen Luyu so much.
恩,如果时间充裕的话,我一定要做这个编辑呢 (link)
If I have enough time, I will like to an e-magazine editor.
YJLcn is a netizen founded website which is centered on Yi Jianlian, the famous
Chinese basketball player and Nike spokesperson. The site also has an free e-
magazine called “MY-YJL” which is contributed by fans and published
periodically.
The website encourages fans to contribute their ideas and articles and art work
(sample link). In addition, the website hires netizen journalists to participate in the
editing of the e-magazine and pay them with virtual currency and small gifts
(sample link).
Hot e-magazine site: http://www.zcom.com/
Popular e-magazines: Xu Jinglei - “开啦”, Yang Lan - “澜”, Rayli - “瑞丽”, etc.
Source: CIC watch Jan 16-31, 2007
CIC watch half year review, Jan-June 2007 14

15. COLLABORITVE PUBLISHING: Writing a better book based on
shared knowledge and passion
Releasing 1st outline for Small social network for
book “Marketing 2.0” interested contributor
Click here to join
Refining the outline of the Book
To be
continued…
A marketing 2.0 evangelist Chen Gelei published his outline for a new book "Marketing 2.0" on his blog
and linked to a SNS for netizens to contribute and discuss the ideas and concepts of his book, all before it
gets published. In doing this, he has given a nice example in China of collaboration through Web 2.0.
Source: CIC watch Mar 16-31, 2007
CIC watch half year review, Jan-June 2007 15

16. OUR BLOGS:
www.seeisee.com (Chinese)
www.seeisee.com/sam (English)
OUR WEBSITE:
www.cicdata.com
CONTACT US:
Thank You
info@cicdata.com
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