2. ABOUT THIS REPORT: OVERVIEW
CIC’s IWOM insightTM Category Report is a thorough introduction to the IWOM
around the Mobile Industry. The report is ideal for brands and marketers who
want to gain better insight into the influential Chinese Internet community
and/or who are looking into create IWOM based marketing campaigns. In order
to provide this level of insight, the report addresses the following questions:
how much talk is going on, what’s being said, who’s saying it, where is it being
said and what does that mean for brands.
This IWOM insightTM Category Report gleans insight and digital intelligence
from various Internet Word of Mouth (IWOM) sources and provides insight into
issues regarding reputation measurement, consumer research, new media
strategy and marketing inspiration.
Category Overview Report for Mobile Industry 2
3. ABOUT THIS REPORT: DESIGN AND METHODOLOGY
To complete this Mobile Phone category overview report, CIC tracked and
6,612 models from 102 manufacturers during the period of 2008, collecting
58,183,562 BBS (online message board) messages from top mobile BBS in
China. All collected messages were categorized and mined according to a
library of terms (including Internet slang) that
represents, companies, brands, products, and attributes.
All obvious “spam” and troll messages called 灌水 (guan shui) were filtered
out. Messages that contained the correct characters yet referred to
something other than the intended object were also filtered out.
Category Overview Report for Mobile Industry 3
4. ABOUT THIS REPORT: RESEARCH OBJECTIVES
This report aims to generate significant insights and information for companies
interested in the Mobile Phone industry and so will specifically focus on topics
based around:
• Marketing Research
• Competitive Intelligence
• Customer Relationship Management
• Brand Equity Tracking And Reputation Management
• Public Relationship And Crisis Management
• Media Planning And Purchase
• Campaign Ideation
Category Overview Report for Mobile Industry 4
6. • Product feedback: What are the most talked about mobile
phone attributes?
• Brand reputations: What are most discussed mobile
phone brands? How does consumers think about these
brands?
• New media intelligence: Where are these conversations
taking place? Who are the efluencers?
• Marketing ideation: What could be leveraged for brands’
campaigns?
Category Overview Report for Mobile Industry 6
7. CONSUMER INSIGHT & DIGITAL INTELLIGENCE FROM IWOM
Listen Know Participate
IWOM INTELLIGENCE
Product Feedback Brand Reputation New Media Intelligence Marketing Ideation
• Trend analysis of
brand, competitor and
product related
discussion
• Consumer insight and
attribute analysis for
product positioning or
re-positioning and
product development
• Analysis of current
brand equity online
for brand positioning
• Competitor analysis
for product
development and/ or
marketing initiatives
Category Overview Report for Mobile Industry 7
8. SOURCE OF IWOM AROUND MOBILE PHONE CATEGORY
New Product Sharing is one of the hottest type of online buzz
Summary:
Nokia’s 5900XM’s news ignited netizens’ passion of discussion, among
which configuration was one of the hottest topics. They also shared their
opinions via commenting on each other’s views.
Sample Quote:
Subject:
诺基亚下一代全屏触控智能机5900XM曝光
Nokia’s next generation touch screen smartphone, 5900XM latest news. (link)
(replies: 104; page view: 6489)
Reply:
CPU一样,不过屏幕大了些,和iphone一样,摄像头也升级了
The same cpu but the screen is bigger, just like iphone, and camera is also
upgraded.
Reply:
又是国外的PS高手产品
It’s just another photoshoped picture by some foreign designers. (link) (replies: 13;
page view: 998)
Reply:
5800屏幕太细长小气,这个屏幕还比较规范,出来了,我也换一个
5800’s screen is too slim, it seems 5900’s is better and I will buy one if it rleased.
Reply:
主频为369MHz太低了,这种怎么也得500MHz以上,最好达到1G。
CPU is just only 369MHz, too low, and I think it should be 500MHz, 1GHz is better.
Category Overview Report for Mobile Industry 8
9. PRODUCT DISCUSSION ANALYSIS – NOKIA 6233
Theme, music and color are the most talked attributes
Unit: Post Sample Color Quote:
Appliation: 2,814 也基本没有了,黑色也很少了。楼主出手太迟了 (link)
Now, the black one is also hard to buy. It’s really later
3 for the poster to buy 6233 now.
Video: 2,547 Color: 3,315
Sample Music Quote:
6233外放音乐效果真是太厉害了 (link)
1 6233’s outspeaker has very good effect on playing
Theme: 10,995 Music: 3,440 music.
2
Screen Sample Theme Quote:
Parameter: 2,982
Nokia6233同系列(70,80等)的主题:无需安装,放
卡里或手机里直接应用即可。 (link)
Nokia 6233 themes: No need to install, just put them
Summary: into your card or mobile and then it works.
Theme is a common topic for personalization among
online talk. Besides, consumers think 6233 is a good
music phone and they prefer the white one more to
the black one, which could be the selling points for
brands to communicate further with consumers.
Category Overview Report for Mobile Industry 9
10. CONSUMER INSIGHT & DIGITAL INTELLIGENCE FROM IWOM
Listen Know Participate
IWOM INTELLIGENCE
Product Feedback Brand Reputation New Media Intelligence Marketing Ideation
• IWOM performance
tracking and
evaluation
• On-going tracking for
crisis issues or
campaign ideas
• Timely tracking for
crisis issues
• Online crises analysis
to understand impact
of crisis on brand
reputation and
consumer perception
Category Overview Report for Mobile Industry 10
11. MOBILE PHONE BRAND IWOM HEALTH CHECK
Overall, Nokia was a healthy mobile phone brand with high buzz volume and net
sentiment rate (NSR) in 2008
NSR Main Brand IWOM Health Landscape
Motorola SonyEricsson Samsung Dopod Nokia
1.1
1.0
0.9
0.8
0.7
0.6
0.5
0.4
0.3
*Unit:
0.2 X Axis: Number of Post
Y Axis: Net Sentiment Rate
0.1
Z Axis: Number of Poster
0.0
0 50,000 100,000 150,000 200,000 250,000
*Note: hollow ball refers to 1st half year and solid ball refers to 2nd half year Buzz Volume
Category Overview Report for Mobile Industry 11
12. CRISIS CASE STUDY: MOBILE PHONE BATTERY EXPLOSION
Battery explosion become a marked crisis in 2008, while most consumers feel
surprised and blame the brand right after the crisis happened
Sample Quote: Summary:
Subject: During 2008, buzz about Nokia mobile battery might
港行的BP-6M电池发胀随时会爆炸 (link) (replies: explode were widely spread in BBS. Most consumers feel
29; page view: 2,786) surprised when hearing such news and blamed Nokia.
BP-6M battery HK edition might explode.
Reply:
诺基亚竟然不管? 那个全国联保还有什么用,不 CIC View:
是忽悠人吗 Brand should consider to monitor these crisis to sense
Nokia isn’t responsible for it? Then the warranty is the consumers feedback at the very beginning, so as to
useless, it’s deception. react timely.
Reshape
IWOMTM
Influence
Mainstream Media
Shape
Category Overview Report for Mobile Industry 12
13. CONSUMER INSIGHT & DIGITAL INTELLIGENCE FROM IWOM
Listen Know Participate
IWOM INTELLIGENCE
Product Feedback Brand Reputation New Media Intelligence Marketing Ideation
• E-community analysis
for marketing and
engagement
initiatives
• Efluencer
identification and
insights and tactics
for engagement
• IWOM performance
analysis
Category Overview Report for Mobile Industry 13
14. E-COMMUNITY ANALYSIS - IT168 (I)
IT 168 is one of the hottest e-community for mobile phone with huge number of
netizens (CRP). Check out other CIC indexes as below
Community
CRP = 217,027
Participation
CR (Community Register Poster) is one of
the online Community interaction
indexes, measured by the average
register poster/month of this community.
Sample Quote:
Community PR = 6.9 IT168诺基亚论坛N95专区新手指南
Passion New guys guide of N95 sub-forum in it168 BBS. (link)
PR (Posting Rate) is one of the online
Community passion indexes, measured by
the average posting number per poster.
Community TCF = 0.5
Creativity
TCF is one of the online Community
creativity indexes, measured by the ratio
of new topics.
Community CPR = 15.9 Summary:
Interactivity It168 BBS has detail rules and guide for the new comers.
CPR (Conversation Participation Rate) is
one of the online Community interaction Forum administrators give scores to the poster in order to
indexes, measured by the average post inspire netizens post more original posts to make the BBS
number per conversation. hotter and hotter.
Category Overview Report for Mobile Industry 14
15. SOCIAL NETWORK ANALYSIS BASICS
For a E-community, netizens relationships can be mapped via the interation
activities among the members.
SNA Map of nokia.it168.com in 2008
(TOP20 Efluencer: Red Nodes)
*Each node represents an registered id in BBS (node size related to the number of netizens followed his/her conversations)
*Follow: We say one follow takes place when netizen A join some other netizens conversation by replying.
Multiple replying posts from A to the same topic post will be counted as the same one follow.
Multiple replying posts from A to different topic posts of another netizen will be counted as multiple follows.
The number of the follows equaling those topics, disregarding the number of replying posts.
Category Overview Report for Mobile Industry 15
16. CONSUMER INSIGHT & DIGITAL INTELLIGENCE FROM IWOM
Listen Know Participate
IWOM INTELLIGENCE
Product Feedback Brand Reputation New Media Intelligence Marketing Ideation
• Net culture analyses
for marketing
inspiration, and
consumer insight and
understanding
• Pre-campaign study
and competitor
campaign for tactics
and media planning
• Campaign tracking
• Campaign analysis
• Post-campaign study
Category Overview Report for Mobile Industry 16
17. UNIQUE NETIZEN LANGUAGE IN CHINA
The existence of online culture is represented by a unique lexicon
Common Net Language Mobile Phone Net Language
•Mamba
•摩托骡拉
•555
•打酱油 •JS •兽
•818
•Yao •砳 •诺记
•小三
•诺机
•大神
•VS
Sample Explanations Sample Explanations
雷 (Lei):to shock somebody E兔:Motorola ROKR E2’s nickname
宅男/宅女 (Zhainan/Zhainv): people who prefer 机油:The netizen who use the same brand’s
to stay at home mobile as the poster
Data source: CIC Mobile Phone Practice, 2007 Q1
Category Overview Report for Mobile Industry 17
18. NETIZENS’ PASSION TOWARDS MOBILE PHONE
Mobile Phone fans are creative and good at on leveraging brand assets to
recreate original content
Recreating content among brand fans
Original Moto Slogan Recreated Slogans
摩托再好也要骡拉 Slogan recreating 即使摩托可以骡拉,到
头来还要挪鸡鸭
Motorola’s official Nokia fans said Nokia is better.
slogan, Moto need Rola.
iPhone 3G Design “Next Generation” iPhone Design
Design recreating
Transformers Movie Recreated Videos
TVC recreating
Link
Category Overview Report for Mobile Industry 18
20. RESEARCH METHODOLOGY
CIC buzz measurement process
Identify relevant source of online conversation source
Data Collection Using customized tools and industry term library collecting data
Filter out irrelevant and duplicate data and assess data quality
Expert construct product & driver categorization
Data Mining Data mining by powerful natural language mining tools
Human quality assurance for data mining result
Using customized tools to analyze buzz volume and content
Data Analysis Experienced analyst to dig out insights behind IWOM dynamics
Buzz findings Delivery on regular basis in flexible format
Category Overview Report for Mobile Industry 20
21. IWOM RESEARCH METHODOLOGY: DATA COLLECTION
Mobile Phone Report
Industry Analysis FIXED FORUM
Empowered by CIC self-
developed patent BBS
message Spider/Robot
CIC Mobile Phone Industry Practice
Fixed Research Data Panel
Industry
Practice
CIC Mobile Phone Data Panel Database
Collect average 7 million messages every
Mobile Phone
month from CIC selected and fixed BBS related IWOM
forums related to Baby Care and Mobile
Phone industry practice.
Category Overview Report for Mobile Industry 21
22. IWOM RESEARCH METHODOLOGY: DATA ANALYSIS
Product Buzz evaluation, to identify which product is being discussed
Structured Brand/Product Analysis Diversified Attribute Analysis
Our experts construct detailed customized product According to naturally occurring online discussion
buzz categorization based on natural online and the scope of the interests, we also look into the
discussion using powerful language mining tools to attributes and aspects of the online buzz and the
measure the quantity of buzz and brand mentions. associations with product related talk.
Sample Product Tree Sample Driver Tree
*Note: the tree showed here is a small part of the tree structure, which for example.
Category Overview Report for Mobile Industry 22
24. FULL CONTENT FOR MOBILE PHONE CATEGORY OVERVIEW REPORT (1)
Introduction of Category Overview
• Report Description: A comprehensive overview of the Mainland China Mobile Phone IWOM environment which includes
“how much Mobile Phone talk, what’s being said, who’s talking, where they are talking, what does it all mean and what
brand/agency should do”.
• Data Coverage: 11,404,911 BBS (online message board) messages generated by 969,861 conversations on parenting
communities during year 2008.
Part I: China IWOM Introduction
• The Power of The Internet Community: key statistics, perspectives, and case studies that demonstrate how Internet Word
of Mouth (IWOM) is redefining the brand/consumer relationship in China
• IWOM as Strategic Intelligence: selected cases for “Brand Reputation Management”, “Consumer Insight from Product
Talk”, “New Media Intelligence” and “Marketing Ideation”
Part II: Brand Reputation Management
• IWOM Health Analysis
Buzz volume and buzz trend of overall Mobile Phone category
Brand IWOM health (including buzz volume and sentiment)
Buzz volume and trend of leading brands
Hot positive or negative topics around brand discussion
• IWOM Crisis Case Study
Introduction of crisis 2.0
Key crisis case review in 2008
• IWOM Based Brand Image Analysis
Brand image analysis of key brands (analyzing the brand image of key brands in netizens’ mind via qualitative
methods)
Category Overview Report for Mobile Industry 24
25. FULL CONTENT FOR MOBILE PHONE CATEGORY OVERVIEW REPORT (2)
Part III: Consumer Insight from Product Talk
• IWOM Dynamics of Product Discussion
Buzz volume of key attributes (i.e. origin, marketing approach, formula)
Qualitative analysis of key attributes to provide in-depth understanding
Buzz volume of key sub-attributes (i.e. origin’s sub-attributes are imported milk powder and exported milk powder)
Buzz volume of brand related key sub-attributes
• Consumer Insights from Interesting Topics (i.e. emerged purchase channels and substitutes for Mobile Phone after “Sanlu”
Crisis, etc.)
Part IV: New Media Intelligence
• Hot Communities Analysis (via CIC community analysis index as below)
Participation & Passion
Creativity & Interactivity
• Key Efluencer Analysis
• Community Case Study: a look inside the culture and key functions of an influential community
Part V: Marketing Ideation
• Digital Culture Analysis for Mobile Phone Category
Hot net language in Internet
Hot keywords within Mobile Phone talk
Hot conversations within parenting communities
• Campaigns and Inspiration
Creative ideas from netizens
Successful campaign case study
Category Overview Report for Mobile Industry 25
26. HOW CIC CAN HELP ON SOCIAL MARKETING IN CHINA
• Market evaluation: evaluate the IWOM performance of Mobile Phone brands and
other various brands (buzz volume and sentiment)
• Competitive intelligence: understand how key competitors’ performance and
marketing activities in social media
• Consumer insight: find out netizens’ needs and feedback on various Mobile Phone
products
• PR management: understand netizens’ feedback on potential/ current crisis and
enable the brand learn quickly with the help of CIC experience on crisis management
• Media buy: tell the brands where it could launch its social media advertisement
• Online campaign tracking and evaluation
Category Overview Report for Mobile Industry 26
27. Contact us:
Production: CIC Mobile Phone Team
Time Period: 2008 Jan-Dec
CIC Contact: Ouris Gao (ouris.gao@cicdata.com)
Read more:
Sample Case: http://www.seeisee.com/index.php/2009/08/24/p1473
28. OUR BLOGS:
www.seeisee.com (Chinese)
www.seeisee.com/sam (English)
Thank You
OUR WEBSITE:
www.ciccorporate.comm
www.iwommaster.com
CONTACT US:
info@cicdata.com
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copyright and CIC has the right to take legal action.
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