skincare iwom insight - cic 2010 syndicated report teaser
DESCRIPTION
We are proud to be launching a new series of syndicated reports which cover industries, topics and provide invaluable insights into China’s social media as applied to brands and products. While a useful tool for any brand or industry operating in the Chinese market, these reports are a must-have for those contemplating a China market entry. Welcome to contact us for the full report and more details, email: [email protected]TRANSCRIPT
© 2010 CIC
IWOM CATEGORY OVERVIEW
行业网络口碑概览
SKIN CARE IWOM INSIGHTAn IWOM Category Overview Report focused on Skin care in China: your guide to Skin care
consumer insight and digital intelligence from Internet Word of Mouth (IWOM)
© 2010 CIC
Vol. 2010 2010 年更新版
IWOM Category Overview SKIN CARE 2010 2
IWOM CATEGORY OVERVIEWTable of Contents
Introduction
Part One: China IWOM Introduction
Part Two: 6 Areas of Skin 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 Overview SKIN CARE 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 SKIN CARE 2010 4
IWOM CATEGORY OVERVIEWWhat?
What are the most popular brands?
What products enjoy sustained buzz?What makes them popular?What fuels the buzz?What’s being said?
IWOM Category Overview SKIN CARE 2010 5
Individual Organization
Profit-driven
Relationship-driven
Amateurs
Specialists
Masters
• Available time : Random• Frequency: Low• Buzz Volume: Small
• Available time : Regular• Frequency: High• Buzz Volume: Moderate
• Available time: 24/7• Frequency: High• Buzz Volume: Big
CATEGORY ONLINE CULTURE – DAI GOU (PURCHASING AGENT) Dai Gou has become a common practice for netizens who want to seek cheaper products overseas
Note: the bigger the circle, the higher the visibility/ buzz volume.
IWOM Category Overview SKIN CARE 2010 6
IWOM HEALTH OF SKINCARE BRANDS – IWOM HEALTH MATRIX IIThe top 3 brands saw an increase in reputation in the 2nd half of the year compared with the 1st half, while both Clinique’s buzz volume dropped in the second half of 2009.
AVG
Ⅰ
Ⅳ
Ⅱ
Ⅲ
Low High
High
Re
pu
tati
on
(N
SR
)
Awareness: Buzz Volume
Clinique
Lancôme
Estee Lauder
No. of posts2nd half year 2009
No. of posts1st half year 2009
Data Source: Data Source: CIC Cosmetics IWOM Practice Data PanelData Base: Total brand related posts= 2,137,271Notes: The AVG(average) point is located by the mean value during 2nd half of 2009
IWOM Category Overview SKIN CARE 2010 7
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”?
IWOM Category Overview SKIN CARE 2010 8
EFLUENCER TYPE – COMMUNITY MODERATORSCommunity moderators like Jiu Shi Mei Nv enjoy a good reputation through their highly interactive behavior on BBS.
Jiu Shi Mei Nv ( 就是美女 ) is the administrator of Estee Lauder’s branded forum under the Sohu community. She enjoys wide popularity across a large number of audience. She is a big fan of Estee Lauder, although sometimes she also shares her ideas about other brands.
Quotes:RE: 来给美女顶贴啦 , 写得真详细 , 我要慢慢学习了 , 呵 .(link)RE: I support our administrator. You have shared very detailed information and I will study it thoroughly.
RE: 我静静的看你们对话学知识 .(link)RE: I’ll follow your conversation and learn from it.
PV: 249,336Replies: 8,529
Total posts: 53,646Total best posts: 571Credit: 15,023Total time online: 5,116 hoursNo. of times logged onto forum: 1,551
IWOM Category Overview SKIN CARE 2010 9
MAIN E-COMMUNITY ANALYSIS – SOHU WOMEN Netizens talked about shopping, skincare brands, or emotional stories on Sohu Women.
Topic Features in the Beauty and Skincare forum
• Comments around mass market brands are more commonly seen than around premium brands
• Community members here tend to be more price-sensitive
Shopping, brand clubs and emotional stories enjoyed great popularity on Sohu Women BBS
link
IWOM Category Overview SKIN CARE 2010 10
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?
IWOM Category Overview SKIN CARE 2010 11
Very effective product message delivery and engaging approachBuzz around ‘Nutritious’ series contributed more than 30% of all the EL anti-aging buzz, although most of the buzz was product oriented. The campaign message on EL Lady Salon gained 538,739 PVs and 1,420 replies.
Looking for pomegranate code from related posts Thus, the campaign focused intensely on product information delivery as netizens were reminded of ‘pomegranate’ all the time. The code-search approach also made it fun for netizens to participate, which successfully ignited netizens’ passion to look for relevant messages.
11
SOCIAL MEDIA APPLICATION FOR SKINCARE – BLOGEstee Lauder launched a themed campaign -‘Find the pomegranate code’, which successfully ignited curiosity and desire to search for product messages within related posts.
link
PV: 538,739 Replies: 1,420
IWOM Category Overview SKINCARE 2009 12
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