notebook category overview - cic 2010 syndicated report teaser
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IWOM Category Overview NOTEBOOK 2010 1© 2010 CIC
An IWOM Category Overview Report focused on Notebook in China: your guide to Notebook consumer insight and digital intelligence from Internet Word of Mouth (IWOM)
NOTEBOOK CATEGORY OVERVIEW
IWOM CATEGORY OVERVIEW
行业网络口碑概览
Vol. 2010 2010 年更新版
© 2010 CIC
IWOM Category Overview NOTEBOOK 2010 2
IWOM CATEGORY OVERVIEWTable of Contents
Introduction
Part One: China IWOM Introduction
Part Two: 6 Areas of notebook 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 Overview NOTEBOOK 2010 3
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 Overview NOTEBOOK 2010 4
IWOM CATEGORY OVERVIEWWhat?
Know the facts
What products enjoy sustained buzz?What makes them popular?What fuels the buzz?
IWOM Category Overview NOTEBOOK 2010 5
2,773
3,792
4,512
4,784
6,150
6,798
7,104
11,533
20,419
25,090
28,275
31,045
31,819
47,742
49,772
50,338
78,228
79,205
138,302
331,276
ThinkPad
65%
Lenovo35%
ThinkPad related posts contributed 65% in overall Lenovo buzz volume.
NOTEBOOK BRAND BUZZ REVIEWLenovo is the most discussed brand in 2009, followed by HP.
Data Source: CIC Notebook IWOM Data PanelData Base: Total number of notebook series posts in 2009 is 966,215 Unit: Post
IWOM Category Overview NOTEBOOK 2010 6
FACTORS THAT DRIVE NOTEBOOK IWOMOffline drivers - price adjustments, new product launches and crisis.
Price Adjustment New Product Launch Crisis
神舟小本又开始降价了，山寨本本看样子难活了 (link)Hasee is cutting prices on notebooks again, it looks like that’s it for the cheap fakes.
等了这么长时间 dell xps 1340 终于降价啦 (link)After a long wait prices on Dell xps1340 have finally dropped
哎。。 026 买不到了。。只是想知道 985 到底屏幕和电池提升了多少。。 (link) Sigh..026 has been discontinued.. I’d like to know what upgrades have been brought to 985’s screen and battery
感觉这次新款上来之后， 15 吋的电脑反而把旧款的电脑显得性价比更好了 (link)With the new models released, 15’’ notebooks make the cost-performance ratio of older models seem better.
戴尔 Latitude D620 一开机就屏幕闪动，图像出现色块模糊，原来是 NV 的显卡，马上想到显卡门事件 (link)Once powered on, Dell Latitude D620 has a blinking screen and blurred shades of images. I saw it uses a NVIDIA graphic card and I immediately thought of the previous video card incidents.
我的 3803 终于加入到“显卡门”了！强烈要求 HP 召回 (link)My 3830 is now officially part of “graphics card incident” ! I demand a recall by HP
IWOM Category Overview NOTEBOOK 2010
IWOM CATEGORY OVERVIEWWho & Where?
Meet the protagonists
What are the most popular platforms?What makes them popular?Who are the efluencers?How do netizens interact?
IWOM Category Overview NOTEBOOK 2010 8
Rank Community Ave. Post/Month
Ave. Conversation/
Month
Ave. Participation/
MonthPassion Interactivity Creativity
1 ZOL 231,178 37,326 32,993 7.0 6.2 0.73
2 PCONLINE 206,452 20,529 19,167 10.8 10.1 0.68
3 IT168 107,821 12,964 25,866 4.2 8.3 0.67
4 PCINLIFE 95,498 6,454 8,899 10.7 14.8 0.81
5 51NB 94,466 9,860 11,909 7.9 9.6 0.70
6 PCPOP 55,450 16,218 6,196 8.9 3.4 0.71
7 ALI213 32,301 2,383 2,385 13.5 13.6 0.93
8 YESKY 23,256 5,064 6,476 3.6 4.6 0.37
9 SHUDOO 20,369 2,255 2,418 8.4 9.0 0.93
10 PCHOME 13,392 1,250 1,330 10.1 10.7 0.85
Data Source: CIC Notebook Data PanelData Base: Total posts of top 10 communities, 2009 = 10,562,184 Note: See how CIC measure Internet Community dynamics here To learn more through IWOM Whitepaper here
COMMUNITY MEASUREMENTAmong the top 10 notebook communities, ZOL contributed the largest number of posts, most of which were sales posts.
Top 10 communities indexes check, 2009
IWOM Category Overview NOTEBOOK 2010 9
Summary:“ 通城虎” is a ZOL board administrator. Being an expert on hardware and keen to offer detailed answers to problems, many netizens on turn to him for help
ID : 通城虎
SAMPLE EFLUENCER PROFILE “ 通城虎” is a ZOL forum administrator, who has gained strong authority among netizens.
Many netizens turn to him for help
IWOM Category Overview NOTEBOOK 2010
IWOM CATEGORY OVERVIEWHow?
Engage 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?How do netizens relate to brands and products?
IWOM Category Overview NOTEBOOK 2010 1111
CRISIS CASE STUDY: “HP Quality Gate” “HP Quality Gate” refers to complaints regarding overheating HP notebooks
Influence
Shape
ReshapeIWOMTM
Mainstream Media
Sample Quote:Subject:惠普质量投诉集中爆发：笔记本温度高能煎鸡蛋 HP quality pent-up complaints erupt: temperature of notebooks high enough to fry eggs. (link) (replies: 163; page view: 81,458 ) Replies:我用的惠普 v3415 一年之内往售后送了三次！都是主板烧了……I’ve sent my HP v3415 back for repairs three times in one year! Fried motherboard every single time… hp 维修屁事不管！HP couldn’t care less!
CIC Insight: HP quality-related complaints were spreading widely around BBS sites during 2009. Many consumers blamed HP for taking no action and completely ignoring their complaints. Brands should consider online tracking of negative posts or potential crisis. That way, they can learn what the consumers are thinking, know the exact incidents that have occurred, and respond quickly.
IWOM Category Overview NOTEBOOK 2010 12
Sample Quotes: Subject:用蚊香盘做了个天线，信号超好！ (link) (replies: 90; page view: 38,593) I made a notebook antenna out of a mosquito incense plate and the wireless signal is definitely better.Replies:很强大，也很实用，看来自己动手还是其乐无穷。Both powerful and practical. It is so fun to do it myself. 我也要 DIY 一个来用用看看 I want to make one, as well.
DIGITAL EXPRESSION - NOTEBOOK DIYUsing DIY low cost items, netizens manage to bring real value and improvements to PC functions
IWOM Category Overview NOTEBOOK 2010
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