hair care iwom insight - cic 2010 syndicated report teaser

IWOM Category Overview HAIR CARE 2010 1© 2010 CIC

IWOM CATEGORY OVERVIEW

行业网络口碑概览

An IWOM Category Overview Report focused on Hair Care in China: your guide to hair care consumer insight and digital intelligence from Internet Word of Mouth (IWOM)

HAIR CARE IWOM INSIGHT

Vol. 2010 2010 年更新版

© 2010 CIC

IWOM Category Overview HAIR CARE 2010 2

IWOM CATEGORY OVERVIEWTable of Contents

Introduction

Part One: China IWOM Introduction

Part Two: 6 Areas of hair care IWOM Insights

- Category Talk Overview for Business INTELLIGENCE

- Consumer INSIGHT from Product Talk

- Digital Expression culture for Marketing INSPIRATION

- Social Media Application and E-community ENGAGEMENT

- Case sharing of Digital Marketing EXECUTION

- Brand IWOM Reputation EVALUATION

Part Three: CIC IWOM Research Methodology

Appendix: About CIC


IWOM CATEGORY OVERVIEW6 AREAS OF IWOM INSIGHT

P

P

LL

K

K

ENGAGEMENT: Internet community engagement

EXECUTION: Marketing campaign planning&

execution

EVALUATION: Brand reputation/equity evaluation

INTELLIGENCE: Market audit&

business intelligence

INSIGHT: Consumer insight for product development

Participate

ListenKnow

Reshaping the Relationship between Brands and Consumers

PR / Brand team

Marketing dept./

Digital marketing agency

Digital PR/

Digital / Media agency

Marketing team / advertising

agency

Consumer insight /

Marketing research/R&D

Business intelligence /

Strategy planning

营销管理需要研究，分析，借鉴网络口碑和网络社区文化

品牌网络声誉评估

行业与竞争情报分析

消费者研究与产品反馈

激发营销创意

参与网络社区互动

营销活动执行与反馈


IWOM CATEGORY OVERVIEWWhat?

What are the most popular brands?

What products enjoy sustained buzz?What makes them popular?What fuels the buzz?


HAIR CARE BRAND BUZZ VOLUME OVERVIEW I L’Oreal enjoyed half of the total buzz volume followed by P&G and Kao

Pierre Fabre

C-bons

Huayin

Unilever

Shiseido

Bawang

Henkel

Kao

P&G

Brands of L'Oreal

506

856

2,940

3,390

4,601

4,606

6,677

7,664

35,310

78,308

Top 10 Most Discussed Hair Care Brands (Company) Jan – Dec 2009

Buzz Share

54.1%

24.4%

5.3%

4.6%

3.2%

3.2%

2.3%

2.0%

0.6%

0.3%Data Source: CIC Hair Care IWOM Practice Data PanelData Base: Total number of hair care brand cat 1 buzz volume in 2009 is: 144 ， 858


0 500 1000 1500 2000 2500 30000.0%

20.0%

40.0%

60.0%

80.0%

100.0%

120.0%

HAIR CARE BRANDS - IWOM HEALTH I: FIRST HALF OF 2009L’Oreal Professional enjoyed the highest NSR, while VS enjoyed a relatively high NSR and buzz volume

NSR

Buzz Volume


IWOM CATEGORY OVERVIEWWho?

Friends or foes?

Who’s talking about you?Who’s talking about the competition?Who leads them into discussion and how?Where do they “congregate”?


EFLUENCER ANALYSIS – QuantitativeThe top two efluencers are found on Sohu

Rank Poster Name Site Name Post Evoked Reply Evoked Poster

1 可愛妞妞搜狐女人社区 club.women.sohu 2,444 1,002 77

2 白桦林的雪花搜狐女人社区 club.women.sohu 2,419 2,375 36

3 Jesuis@zeno 时尚论坛 bbs.trends.com.cn 1,158 178 88

4 leeundxu 悦己女性网 bbs.self.com.cn 1,010 249 59

5 月亮雨 643 YOKA 时尚论坛 bbs.yoka.com 738 848 308

6 alsayoyo 篱笆论坛 bbs.suzhou.libaclub 519 718 31

7 dong8384 YOKA 时尚论坛 bbs.yoka.com 458 518 285

8 假使我漂亮 YOKA 时尚论坛 bbs.yoka.com 435 448 325

9 gududeyeju OnlyLady 女人志 bbs.onlylady.com 427 35 25

10 elith 爱上鸳鸯 _kk 大众点评社区 www.dianping.com 370 442 263

List of Top 10 Hair Care Efluencers, Dec 2009

Data Source: CIC Hair Care Data Panel


SOCIAL MEDIA APPLICATION FOR MARKETING ENGAGEMENT IVNew Trend: Here comes the video review era

Summary

Compared to text review oriented sites like dianping.com, a new trend of video reviews made by netizens themselves emerged on 92dp.com . Through this kind of reviews netizens can get an instant clear picture of a product instead of imagining it, can see its effect, can get usage tips, etc. Netizens welcome these video reviews, especially if the reviewer featured in the video is attractive.

Netizens’ feedback

Sample review page

Reply: 115Quote: The girl is beautiful. It’s a good Clinique product. What a cute microphone.

Sample video comment of a certain product

Sample Quotes

讲的很好，很喜欢你的声音哦 / Your presentations are good, I really like your voice (Link)

http://www.92dp.com/dianping/7722.htm


IWOM CATEGORY OVERVIEWHow?

Engaging the netizens

How to conduct successful campaigns?What determines a campaign’s success?What provokes a major crisis and how does a brand deal with it?


ONLINE CAMPAIGN CASE STUDY- Brands can enhance consumer engagement with effective online campaigns- The H&S campaign offering standard products as prizes triggered hot conversations

Summary

• Brand: Head&Shoulders• Community: Onlylady • Date: Sept. 2009• Duration: 2 weeks • Reward: H&S standard products• Rules of participation:

Answering four questions online

The questions were about the new H&S men’s shampoo

Answers could be found in the topic post

Each week, 40 netizens who answered correctly would be chosen randomly as winners and receive prizes.

Link

Sample Quotes:

海飞丝的洗发水不错哦 ~~ 积极参加活动 (Link)The H&S campaign is quite good. I would love to take part in it.

http://bbs.onlylady.com/thread-561003-1-1.html

http://bbs.onlylady.com/thread-561003-1-1.html


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