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IWOM Watch 2012 IWOM Watch Travel Special Edition
29/02/2012

The rapid development of the industry in China has established ‘travel’ as an import indication of lifestyle, and as such, one of the hottest topics on mainstream social media. So naturally, social media is playing an increasingly important role in the way we access travel information and share experience.

And so, CIC and GroupM Knowledge collaborate once again to develop an industry watch of the travel category in China. This IWOM Watch will analyze the latest social content to provide a view of the consumers, culture and community that make up the travel category.

Looking ahead, this special edition of IWOM Watch will form part of a 2012 Travel Whitepaper, which will be released in the second half of the year. This edition sets the foundation, serving as a source of reference for brands’ seeking to create effective marketing strategy.


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IWOM Watch IWOM Watch Compilation 2011
31/01/2012 Looking back over 2011, we can draw on a number of examples that highlight a sea change in China‘s IWOM environment; the evolution from social media to social business. At CIC, just as we pioneered the industry implication of IWOM in China, our championing of the social business concept is a conscious, ongoing effort to drive our industry into exciting new areas. The first installment of our three part white paper series, ―From Social Media to Social Business, was released in March of 2011. It was our aim to inspire and encourage enterprise to embrace a golden opportunity to transform the relationship between commerce and communication. Not only that, we wanted to show how social business intelligence can inform the strategic remodeling of communication and relations, not only between brand and consumer, but also corporate organization and overall business operation. We can now begin to reflect on our claim that the business model of every enterprise and organization in China would eventually evolve to meet the age of ―social business . So, at this opportunity to take stock of a transitional period for enterprise in China, to what extent is business now social business?
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IWOM Watch IWOM WATCH Special Edition: microblog
15/03/2011 CIC recently released an IWOM Watch Special Issue for Weibo, helping readers better understand the development of the micro-blog in China and learn something of its application through case sharing. “18 Weibo Marketing Tips” have also been included in this issue, which should provide some inspiration and guidance for maintaining a branded weibo account. Click to see the Infographic.
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IWOM Watch IWOM WATCH Special Edition: LBS (Location-based service)
31/12/2010 CIC released 2010 IWOM Watch Special issue for LBS for new year celebration. LBS, Location-based service, is a service based on a combination of mobile network(GSM, CDMA) and GIS(GPS). Our IWOM Watch is mean to help the web service fans and cooperate users to understand the emergence, application, business modes and further movement prediction of LBS through case studies. (English version is coming soon).
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IWOM Watch IWOM watch compliations from 2006 to 2010 (part7)
15/03/2011 This is part seven of CIC IWOM Watch 2006 - 2010 compilations, it's about "How brands marketing under social media age", the full details including below:

L'Oreal’s successful practice in Chinese Social Media
“Pink Lady” Lancôme’s online beauty contest held receives widespread exposure
600 cabin crew from China Eastern sign up Sinamicroblog together
SVW launched campaign "POLohas“ with QQ,MOP and MSN
Dell microblogging: Brands come up with innovative ways to interact with consumers

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IWOM Watch IWOM watch compliations from 2006 to 2010 (part6)
26/09/2010 This is part six of CIC IWOM Watch 2006 - 2010 compilations, it's about "Interaction in virtual gaming world between brands and netizens”, the full details including below:

Netizens fascinated with Kaixin Restaurant
Lohas juice successfully promotes its brand on the game ‘Kaixin Garden’
KFC launched their “Drink Joyfully” campaign on major Chinese SNS
The Forbidden City virtual game
Shanghai VW extends POLO experience into virtual gaming world

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IWOM Watch IWOM watch compliations from 2006 to 2010 (part5)
26/09/2010 This is part five of CIC IWOM Watch 2006 - 2010 compilations, it's about "The inspiration from “Shai”,“Show” culture for brand marketing", the full details including below: 

“Shai” culture influences “employer brand”
Buy it and show it - DV contest on Tudou
New Trend: Here it comes the video review era
What your consumers can give you could be stunning
Tshow— showing the commercial value behind “shai” or “show-off” net culture

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IWOM Watch IWOM watch compliations from 2006 to 2010 (part4)
26/09/2010 This is part four of CIC IWOM Watch 2006 - 2010 compilations, it's about "Spoof – Brand’s “ending” or “chances”?", the full details including below: 

Company trembled: Consumers could easily rebuild your brand image online in a creative way - 21 minutes’ call to cancel AOL!
The value of spoofing – netizen redesign the “Chunxi Rd Knife Guy” photo associated with brand advertisements
Chrysler online spoofing video: Brands and netizens find middle ground for connection
Company trembled: Consumers could easily rebuild your brand image online in a creative way - sorry about our poor customer service
“Miss XXX forever! XXX filed for bankruptcy protection”

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IWOM Watch IWOM watch compliations from 2006 to 2010 (part3)
26/09/2010 This is part three of CIC IWOM Watch 2006 - 2010 compilations, it's about "Viral videos storm come up with brands", the full details including below:

Carlsberg viral video
Nokia's Viral Videos generate intense buzz
What are companies doing on video sharing sites - jetBlueairlines CEO apologized to passengers through YouTube
“Arm-Swinging Man” gains rapid popularity online
What are companies doing on video sharing sites - Chelsea FC launched its own channel on YouTube

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IWOM Watch IWOM watch compliations from 2006 to 2010 (part2)
26/09/2010 This is part two of CIC IWOM Watch 2006 - 2010 compilations, it's about "Brands Crisis upgrade to 2.0", the full details including below: 

Brands react quickly to spokespersons online reputation crisis
The growing status of multi-media sharing services in 2.0 crisis
360 VS Kingsoft
First Crisis2.0 case in 2007: Starbucks in forbidden city
Toyota HighLander faces “Fail-to-Climb Gate

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IWOM Watch IWOM watch compliations from 2006 to 2010 (part1)
26/09/2010 This is part one of CIC IWOM Watch 2006 - 2010 compilations, it's about "new product promotion way through new media - Seckill & Group purchase", the full details including below:

“Seckill" becomes popular among netizens
McDonald’s “Group Lunch” gathered over 150,000 fans
Groupon’s success unleashes a wave of Groupon clones in China
Group purchase: retailers reverse the trend

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IWOM Watch IWOM watch 2nd half year review 2009
19/04/2010 First, in New Wave of Online Entertainment we highlight how new forms of entertainment are becoming popular among Chinese netizens. For example, netizens are now initiating ‘quick’ offline events online, rapidly sharing their favorite links using Zhuan Tie, spreading and popularizing online memes and many more examples. Second, in Spotlight on Social Media, we give examples that show as China’s social media continues to develop and plays an indispensable role in Chinese netizens lives, netizens can now do almost anything online via social media. Finally, in the last section titled the Cutting Power of Online Communities, we show how brands need to be more reactive to the events happening around and about them online, both so that they can create a professional image online and so that, if the need comes about, they know how to react to possible PR crisis's.
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IWOM Watch IWOM watch 1st half year review 2009
15/08/2009
First, CIC has been watching the expansion of "Video Sharing." Video sharing sites contain a wide variety of information from user generated content to the latest TV and movies which is easy to share in BBS, SNS and via Instant Messaging. Secondly, we see how serious offline social issues and events have been discussed online. The internet offers a free and accessible platform where netizens can share information, upload pictures and videos and share their opinions, all in real time. CIC has also been seeing the emergence of better digital campaigns as brands start to realize the importance of having a strong Internet presence which they can use to effectively connect with their customers.


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IWOM Watch IWOM watch 2nd half year review 2008
15/02/2009 No question, 2008 proved to be a historic year for China. Netizens made the 2008 Beijing Olympics the most "Web 2.0" in the Games" history through a variety of channels which serve host to the massively active Chinese Internet Community. 2008 also saw SNS gain even more prominence within the Internet Community landscape as a place where netizens come together to utilize applications to socialize and entertain themselves. Finally, we see the continued development of social commerce.
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IWOM Watch IWOM watch 1st half year review 2008
15/08/2008 First we see “The Power of Connection.” The first several months, especially with issues around the Olympic torch and the Sichuan earthquake, demonstrated the impact of an increasingly networked society. In “Icons of Net Culture,” we see that in addition to a unique language, netizens have their own symbols and artifacts such as 囧(Jiong) that can impact fashion and art. Finally, net culture and platforms continue to provide creative venues and outlets for brands to connect with consumers, including offline meetups.
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IWOM Watch IWOM watch May Special Edition (Sichuan Earthquake) 2008
30/05/2008 We have put together a special IWOM watch report on the power of the Internet, IWOM and netizens. Perhaps more than 9/11, more than Katrina, the Sichuan earthquake is the prime example of how engaged netizens can play such a significant role in sharing and even shaping the news. From the Wenchuan native posting landing instructions for a military relief helicopter on BBS to Netease setting up an interactive map to make it easier to find messages written by victims and relatives, there is much to be learned from these innovative uses of Internet and Web 2.0 technology. The rest of the world should look to the Chinese response on the Internet as a model and as a source of inspiration on how to react in similar times of crisis.
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IWOM Watch IWOM watch 2nd half year review 2007
15/02/2008 We organized the highlights according to several themes that emerged, including brands integration of net culture into their campaigns, brands tapping into the masses, consumers taking ownership of brands’ online image (with or without the brands’ help), and examples of brands not only listening to netizen suggestions, but reacting to these suggestions.
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IWOM Watch IWOM watch 1st half year review 2007
15/08/2007 Consumer conversations for marketing: the growing influence of IWOM
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IWOM Watch IWOM watch 2nd half year review 2006
15/02/2007 “You”— Time’s Person of the Year —also lives in China
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