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CIC’s Resource Center is a place which provides material like IWOM white papers, IWOM Watch and highlighted videos. You can download all resources here (IWOMmasterTM ID will be required when downloading PDF).

 

What is a IWOM White paper:

 

As a thought leader in IWOM, CIC launched its first white paper in 2006. We have been launching regular white papers ever since.



What is IWOM watch:

As a professional online behavior consultancy, we always pay close attention to the latest hot issues online and issue IWOM watch reports every month. It serves as a timely update of "Marketing 2.0 and PR 2.0" in China and 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.

We also provide separate biannual review reports which offer various highlights of our IWOM watch content covering 6 months at a time.

 

 

Social Business eNewsletter:


CIC’s Social Business Newsletter brings you key industry news across 6 categories; Internet dynamics, social media, e-commerce, IWOM Mark, latest data and recommended social business articles. If you are interested in China’s social media and social business development and want to get this information in a timely, accessible format, we recommend you to sign up for an IWOMmasterTM subscription now.

 

 

Social Media Infographics:


Since creating the first infographic of China’s social media landscape in 2008, CIC has remained dedicated to offering a visual representation of the data and insight expressed in our reports. Now, CIC regularly releases outstanding infographics focusing on the Internet, social media and social business in China, promoting wider understanding of the world’s most unique, fragmented and dynamic digital landscape. Our collected infographics are available to view on Huaban.

 
Topics:

 

 

IWOM White Paper CIC release white paper series "From Social Media to Social Business" Topic 2: The Social Innovation of Market Research.
06/07/2012 CIC release the next installment in our white paper series "From Social Media to Social Business” - Topic 2: The Social Innovation of Market Research. This white paper expands on the concept of “four in one” social media research, and its inherent difference with traditional market research. It focuses on the way traditional market research can be innovatively integrated with social market research, and advocates opening of the market research industry to revolutionize business. Furthermore, we will also introduce special guests, market research professionals from a variety of fields and disciplines, to share their valuable insight and opinion.
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Social Business eNewsletter 2012 CIC SOCIAL BUSINESS eNewsletter(June)
23/06/2012

Perhaps inspired by Xiaomi’s success, Chinese Internet companies like Alibaba, Shanda Interactive Entertainment, Qihoo 360, Baidu and NetEase, have all either launched or are planning to launch their own smartphone. Each phone will be packed with its own features; Xiaomi comes with Miliao, while Baidu has its Ting and Maps apps pre-installed.


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Social Business eNewsletter 2012 CIC SOCIAL BUSINESS eNewsletter(May)
23/05/2012

Sina Weibo have formally launched Enterprise Weibo 2.0, making improvements to ads, customer service, data analysis, trade, extended application, design and more. Increasing “interaction and sales-orientation” between enterprises and fans is a key element of Enterprise Weibo Marketing. Tencent held a MIND conference to launch its social marketing platform, embracing big data for marketing, to realize the potential of precision marketing through social ads. These 2 leaders in China’s microblog market are pioneering social marketing, as the social element in the marketing mix becomes increasingly significant. Social marketing’s leveraging of relationships to improve the speed of communication and the quality of message opens an abundance of possibilities to traditional marketers.


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Social Business eNewsletter 2012 CIC SOCIAL BUSINESS eNewsletter(Apr)
27/04/2012

Recently, social photo-sharing networks have been big news, particularly thanks to some high profile mergers and acquisitions. However, there are factors in the Chinese digital landscape, like the monopoly that the giants hold, that limit the practical implication of stars like Instagram in the domestic environment. Not only that, are there differences in culture and behavior that will make it difficult to emulate the success of Instagram in China?


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Social media Infographics

China’s Internet in 60 Seconds

15/04/2012 View larger
 
Social Business eNewsletter 2012 CIC SOCIAL BUSINESS eNewsletter(Mar)
26/03/2012

CIC and GroupM Knowledge joint release <2012 IWOM Watch Travel Special Edition>. This report aims to provide a bird's eye view on the consumer, hot content & culture and e-community in Travel category with the latest Social Media content. This month, we’ll highlight the Tudou and Youku merger, the interest in Pinterest, recognizing the value of niche social networks and Alibaba’s B2B privatization.


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IWOM White Paper SINA Weibo and CIC release “2012 Corporate Weibo White Paper"
21/03/2012 Sina Weibo and CIC jointly release China’s first white paper on enterprise application of weibo. There are currently more than 130,000 enterprise accounts in Sina Weibo; the top 5 best represented industries thus far are food, automotive, business services, e-commerce and IT. Nearly thirty percent of the world's top 500 business have an account with Sina Weibo. Amongst these accounts, FMCG and ecommerce deliver the best operational cases. Sina Weibo has became the first choice platform in “owned” new media and interactive marketing in China, for businesses both foreign and domestic. (Only available in Chinese version, English version is coming soon.)
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Social media Infographics

Who will sit around you - CIC's INNOVATIVE Micro Recruitment in 2012

15/03/2012 View larger
 
Social media Infographics

IWOM Credibility Billboard (2012)

15/03/2012 View larger
 
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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Social media Infographics

 CIC 2012 China Social Media Landscape

27/02/2012 View larger
 
IWOM White Paper CIC and Ogilvy PR release joint white paper -- “Crisis Management in the Microblog Era”
23/02/2012 CIC and Ogilvy PR released joint white paper – ‘Crisis Management in the Microblog Era’. This whitepaper reveals China’s microblog phenomenon increases the frequency, speed of crises and dramatically amplifies their impact, uncovers unique characteristics of microblog-driven crises and suggests ways that brands can minimize the potential risks.
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Social media Infographics

China’s young consumers, What are they like?

22/02/2012 View larger
 
Social Business eNewsletter 2012 CIC SOCIAL BUSINESS eNewsletter (Feb)
15/02/2012

As the Chinese social media landscape matured in 2011, microblogs emerged as the source of most of the country’s most damaging and far- reaching scandals and crises. With more than 250 million microbloggers in China (a 297 percent increase from 2010), a new white paper, “Crisis Management in the Microblog Era”, by Ogilvy Public Relations Worldwide/China and CIC found that the pervasive use of microblogs has created a scenario where major public crises and scandals erupt with increasing frequency and speed.


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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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Social Business eNewsletter 2011 CIC SOCIAL BUSINESS eNewsletter tenth Issue (Dec)
15/12/2011 The collaborative white paper between CIC and GroupM Knowledge —< The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media > has been grandly launched on the 14th of December! Brands who can skillfully participate in the online community to expand brand recognition, develop preference, loyalty and affinity, can shorten the distance between themselves and their consumers. This white paper delves deeply into Chinese youth’s networking behavior, self-expression, emotional preferences, and the impact of online and offline social environment on their personal development. The aim of this research is to gain better understanding of this audience’s psychology and behavior, and in turn, influence effective and resonant marketing strategy targeting this group. This month, we will highlight Sina Weibo’s steps towards monetization, Renren.com’s marketing strategy for 2012, the “Three-Screen Promotion”, and Kuxun.cn’s launch of a new application, “play-together”.
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IWOM White Paper CIC and GroupM Knowledge release joint white paper – ‘China’s Young Consumers in the Age of Social Media’
14/12/2011 CIC and GroupM Knowledge released the joint white paper . This white paper delves deeply into Chinese youth’s networking behavior, self-expression, emotional preferences, and the impact of online and offline social environment on their personal development, aiming to gain better understanding of this audience’s psychology and behavior, and in turn, influence effective and resonant marketing strategy targeting this group.
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Social Business eNewsletter 2011 CIC SOCIAL BUSINESS eNewsletter ninth Issue (Nov)
15/11/2011 On the 2nd of November, CIC hosted an IWOM Panel discussion in collaboration with GroupM and Fudan University’s School of Management, focusing on the luxury market in China. The panel shared their views of the development of social media in China and offered in-depth analysis of social media’s impact on the luxury market, themes central to the recently released white paper, "The Voice of Luxury: Social Media and Luxury Brands in China". This month, we will highlight the alliances being formed by China’s Internet firms, Sina Weibo’s launch of an independent search engine and a reshuffling of ecommerce in China...
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IWOM White Paper Highlights of CIC and SINA White Paper
25/10/2011 Maintaining their position as the industry standard and a driving force of China’s social business revolution, CIC, in collaboration with SINA, have released the co-branded white paper . This white paper will discuss the features and market values of the microblog medium, thoroughly exploring the microblog led social business revolution and helping brands and agencies to develop the comprehensive understanding that allows them to best leverage this vitally important platform in the Chinese market.
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Social Business eNewsletter 2011 CIC SOCIAL BUSINESS eNewsletter Eighth Issue (Oct)
15/10/2011 Maintaining their standard-setting position as the industry thought leader and driving force of China’s social business revolution, CIC, in collaboration with SINA, released the co-branded white paper at a gala event on the 19th of October. This white paper will discuss the features and market values of the microblog medium, thoroughly exploring the microblog led social business revolution and helping brands and agencies to develop the comprehensive understanding that allows them to best leverage this vitally important platform in the Chinese market. This month, we will look closely at the influence of weibo related issues and the recognition they receive from China’s government; the rising price of Sina stock; Renren’s official release of lite-blogging service “Renren Xiaozhan” and cooperation with China Merchants Bank in creation of a co-branded credit card; Sina Weibo’s ongoing launch of new products and functions; Tencent’s QQ online shopping platform and more.
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Social Business eNewsletter 2011 CIC SOCIAL BUSINESS eNewsletter Seventh Issue (Sep)
15/09/2011 This month, we will look closely at the influence of the China Internet Conference, the official platform of sina weibo (established to tackle behavior like selling fans, sending out adverts and releasing false activities.), the impact of Renren bought 56.com and built a joint venture company with Yilong, the emergence of weibo- commerce and soon...
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IWOM White Paper 2011 GroupM Knowledge - CIC White Paper on Luxury: The Voice of Luxury: Social Media and Luxury Brands in China
16/08/2011 A collaborative research effort by GroupM Knowledge China and CIC has unveiled Chinese consumers’ behavior and interests in interacting with luxury brands in China. Using the foremost social media analytical technologies to collect over 2.7 million consumer comments in the Chinese social media arena, the research findings equip advertisers in the luxury industry to navigate the complex culture and fragmented landscape of China’s digital space, and to effectively participate in the conversation.
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Social Business eNewsletter 2011 CIC SOCIAL BUSINESS eNewsletter sixth Issue (Aug)
15/08/2011 In August, CIC released the English language edition of the 2011 China Luxury White Paper, " The Voice of Luxury:Social Media and Luxury Brands in China" in collaboration with GroupM. This was followed in September by the Chinese version. Catching everyone’s attention this week is Tudou net successfully was listed, Sina Weibo to Launch LBS...
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Social Business eNewsletter 2011 CIC SOCIAL BUSINESS eNewsletter Fifth Issue (July)
15/07/2011 On the 8th of July, CIC successfully hosted an IWOM Panel in conjunction with Sun Yat- Sen University in Guangz hou on the subject of "Social Media Marketing: Research Innovation". A host of distinguished guests from a range of industries joined the discussion, including scholars, brands, marketing agencies and research organiz ations, thoughtfully reviewing the latest developments, examining the trends and sharing the best practices on social media’s hottest platform, the microblog. Click here to see more photos...
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Social Business eNewsletter 2011 CIC SOCIAL BUSINESS eNewsletter Fourth Issue (June)
15/06/2011 Perhaps ironically, "opening up" has become hottest trend on China's Internet. In mid-May, Tencent launched their "Q+" platform in order to support additional third-party functions and applications; such as content sharing, file transfer, voice, video and so on. These third-party developers can provide services for users in partnership with Tencent. Before long, 360 announced the official launch of 360° opening program, involving all lines of its business. The monopolizing model employed by many of China's Internet giants has long been criticized but whether this "open", inclusive approach can actually change China's Internet development environment, we’ll need to wait and see.
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Social media Infographics Social Power of China's Internet Giants
15/06/2011 View larger
 
Social Business eNewsletter 2011 CIC SOCIAL BUSINESS eNewsletter Third Issue (May)
15/05/2011 On the 20th of May 2011, CIC officially released the open beta version of its Social Media Engagement Platform, IWOMcooperator. This follows the release, in September of 2010, of the limited beta version to a select group of top brands and agencies, with the aim of assisting them in their microblog management, interactivity, marketing, monitoring and analysis. Brands are able to automatically manage multiple microblog accounts simultaneously, which promotes cooperation in monitoring IWOM, interaction with fans and analysis of their performance through detailed tracking of account trends from different angles. Quite simply, IWOMcooperator is the must-have social media management system (SMMS) for China.
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IWOM White Paper Social Business whitepaper series: "China Social Media Development and Revolution"
15/03/2011 CIC has prepared the first issue of the white paper series "From Social Media to Social Business” Topic1: An Overview of the Evolution of Chinese Social Media. In this issue, we will discuss China’s social media trends from the period of 1994 to 2011, focusing on corporate utilization of social media through 5 stages: Incubation, Cultivation, Development, Proliferation and Revolution. Also included will be detailed analysis of net stars and 7 types of online influencers. To visualize the Whitepaper, we designed the infographics for it to make it easy to read. Click to see: Infographic1Infographic2
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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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Social Business eNewsletter 2011 CIC SOCIAL BUSINESS eNewsletter Second Issue(April)
15/04/2011 Following the March release of CIC’s white paper in Chinese , we released the English version this month To accompany this release, we have designed a set of infographics to highlight key findings.
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Social Business eNewsletter 2011 CIC SOCIAL BUSINESS eNewsletter First Issue(March)
15/03/2011 CIC has prepared the first issue of the white paper series : ”China’s Social Media Development and Evolution”. In this issue, we will discuss China’s social media trends from the period of 1994 to 2011, focusing on corporate utilization of social media through 5 stages: Incubation, Cultivation, Development, Mass Outbreak and Revolution. Also included will be detailed analysis of net stars and 7 types of online influencers.
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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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Social media Infographics China Social Media Landscape (2011)
2011 View larger
 
Social media Infographics Chinese Social Network Efluencers Characteristics & Segmentation
15/03/2011 View larger
 
Social media Infographics The Social Media Landscape in China
15/03/2011 View larger
 
Social media Infographics Microblogging in China & 18 Tips on Managing Your Brand Account
15/01/2011 View larger
 
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 White Paper Internet Word of Mouth Proven to Have Impact on Auto Sales in China( A joint white paper by CIC and R3 )
16/08/2010 With the Internet starting to have an increasingly powerful effect on the relationship between brands and their consumers, marketers are now starting to track and effectively measure what is being said about their brand online and where possible to leverage the power of Internet Word of Mouth (IWOM) to their advantage. Those who master the art are said to boost their return on investment (ROI). This is especially true for China, where marketers need a special weapon to fight against intense competition and a cultural climate of great skepticism and distrust that advertisers face.
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IWOM White Paper Roland Berger Chinese Consumer Report 2010 (collaboration with CIC)
29/07/2010 There is much hype in the West about how the Internet, and in particular, Internet Word of Mouth (IWOM), has the potential to transform the relationship between brands and consumers. In China, where there are more people online, more people talking online, more places to talk and those who are talking are more engaged than any other market, this hyped potential is in fact a reality and has been for some time now. Chinese consumers use native social media channels like Xcar BBS (bulletin board service) community, Sina microblog and social networking site Kaixin to share opinions and experiences about brands by the millions. On automobile BBS sites alone, over 13 million consumer comments are published every month by 500,000 consumers...
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