Contenu connexe Similaire à Q3 WP Topic one-The Chinese IWOM Landscape_EN Similaire à Q3 WP Topic one-The Chinese IWOM Landscape_EN (20) Plus de Kantar Media CIC (20) Q3 WP Topic one-The Chinese IWOM Landscape_EN1. Topic One: The Chinese IWOM Landscape
“The Internet is THE Community”: IWOM white paper
Series on Internet Word of Mouth (IWOM) Development in
China
2008 Q3
© 2008 CIC
2. The Chinese IWOM Landscape
Editorial Summary
With the launch of Dawning BBS in 1994, the Chinese
Internet Community was born. The Chinese Internet
population is now the largest in the world with 253 million
users, and the Community is a major element of the
Internet experience. The Community is redefining and
revolutionizing relationships that individuals have with each
other as well the relationships they have with institutions
such as companies.
This white paper, “The Chinese IWOM Landscape”, is Topic
1 of our “The Internet is THE Community” series of reports.
In this white paper, we provide an overview of the
development, the architecture and the power of Chinese
Internet Word of Mouth (IWOM).
© 2008 CIC 2
3. THE ARCHITECTURE OF PARTICIPATION: There are many
different ways to connect on the Chinese Internet
Online Gaming E-Commerce
Just as in the West, The
RSS Video Conversation Prism for China
Sharing demonstrates that the Chinese
Internet Community conversation
Q&A Customer and sharing is filtered through
Review similar types of participation
architecture. The Chinese
Wiki landscape is filled largely with
BBS
local players which have
localized the applications and
platforms.
Blogs BBS
Aggregator
Of course, which applications
and platforms are used and the
Social Instant degree to which they are used is
Bookmarks Messaging
different. For example, BBS in
China has been and remains the
Photo Micro-blogging center of the Internet Community.
For more on the architecture
Music Life Stream
of participation, see seeisee
Chinese Social Media Prism inspired by Social Networks blog article here.
Brian Solis and JESS3, 2008
© 2008 CIC 3
4. KEY STATS: Internet use and participation architecture
continues to bloom
Regular BBS Users Online* Internet Users in China*
(Unit-million) 98.22 (Unit-million) 253
210
74.6
137
50.6
46.2 111
94
80
59
19.6 34
15.0 23
11.2
3.3 1 2 9
2001 2002 2003 2004 2005 2006 2007 2008 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Regular IM Users Online* Regular Blog Users Online*
(Unit-million) (Unit-million)
195.4
107
170.9
49.4
34.7
46.5 47.3
15.8
2005 2006 2007 2008 2005 2006 2007 2008
© 2008 CIC *Data Source: CNNIC, The 22nd Statistical Survey Report on the Internet Development in China, July 2008 4
5. DEVELPOMENT OF INTERNET COMMUNITY ARCHITECTURE
The Chinese Internet Community was born in the very early days of the Chinese Internet with the
establishment of Dawning BBS in 1994 when there were only thousands of Internet users in country of a billion
citizens. Subsequent the Chinese Internet Community architecture developed in a similar pattern to the West,
however the early popularity of IM and BBS along with Q&A sites have made today's Chinese landscape
distinctive.
CIC starts “making
sense of the buzz”
in 2004
2006
2004 2008
SNS
Customer
1999 Review Q&A
Micro-blogging
2007
IM Video Sharing
2005
BBS Blogs
2002
1994
© 2008 CIC 5
6. CHINA INTERNET COMMUNITY PARTICIPATION: More active,
more vibrant than the West
The Chinese Internet Community not only supports the most expansive and developed participation
architecture in the world, it also supports some of the highest participation rates in the world, with more
netizens creating more content by percentage.
For more on the habits of participation of the Chinese Internet Community, see seeisee blog article
here.
“I have expressed personal opinions and/or
56% 72%
written about myself online”(1)
“Online I feel free to say and do things I
32% 73%
wouldn't do or say offline”(1)
User-generated content (consumer
reviews/rating sites, forum/discussion boards, 19% 58%
blogs, etc.) influences purchase decisions(2)
Percentage broadband users commenting blog,
28% 47%
chat room, listserv or forum(2)
Data Source: (1) IAC and JWT, China Leads the US in Digital Self-Expression, November 2007
© 2008 CIC (2) Netpop, Chinese Surpass Americans in Web 2.0 Use, November 2007 6
7. BBS
BBS: Content driven by information/topics
At the heart of the Internet Community architecture are BBS (Bulletin Board System), or online forums. BBS
serves as an organized, easy to use aggregation of collective information and intelligence. With 98 million
active anonymous participants publicly sharing topics, perspectives and passion, BBS is unmatched anywhere
on the Chinese Internet. A whopping 98% of Chinese BBS users have contributed content to a BBS. The
chatter from the hutongs and nongtangs have moved online with BBS serving as the country's water cooler.
While there is certainly strong community, BBS is more about the content than it is about the individuals.
Birth of Chinese BBS Developing Stage Commercialization Long Tail Boom
1994 1995-1998 1999-2003 2004-present
Dawning BBS was University BBS began Commercial portals Free BBS software
created in 1994 to bloom, most using make BBS a core like Discuz! And
Telnet component, making PHPWind enable BBS
BBS mainstream proliferate the long tail
BBS ACTIVITY FAST FACTS
• 98. 2 MILLION CHINESE NETIZENS REGULARLY VISIT BBS(1)
• 60% OF USERS VISIT AT LEAST 3 BBS SITES MORE THAN 3 TIMES EACH WEEK(2)
• 96% OF USERS SPEND AT LEAST 1 HOUR A DAY ON BBS(2)
• 98% OF ALL USERS HAVE PARTICIPATED ON BBS(2)
Data source: (1) CNNIC, The 22nd Statistical Survey Report on the Internet Development in China, July 2008
© 2008 CIC 7
(2) ReadWriteWeb, Old School BBS: The Chinese Social Networking Phenomenon, January 2008
8. BBS
BBS: What motivates participation?
Motivation for Participating on BBS* Reply Latest
Topic Poster
/View Reply
(%)
Share opinion 72.7
My Yaris consumes 9.7
liter oil per 100kms, what
Seek for help 49.8
about yours?
Help others 43.2
Stay in touch 20.3 New car research/homework
with others on black Yaris 1.3at
Attract others' 9.5
attention
Other 0.6
Personal view about GZ
Yaris
Base: 315 valid responses
CIC VIEW
• FIND INFORMATION IN A LESS CONTROLLED ENVIRONMENT THAN TRADITIONAL MEDIA
• FIND ANSWERS FROM OTHER 'FELLOW CONSUMERS' WITH ACTUAL EXPERIENCE
• FIND INDIVIDUALS WITH SIMILAR INTERESTS AND BUILD COMMUNITY
© 2008 CIC *Data source: CIC Efluencer survey, 2008 Q3 8
9. BBS
CASE STUDY: Student uses BBS to navigate military
bureaucracy
On May 14, 2008, just days after the Sichuan
earthquake, a young college student in Chengdu saw a
news report that the Chinese military was having
trouble finding a place to land a helicopter to bring aid
to Wenchuan, the town at the epicenter. The woman,
who is from Wenchuan and who had knowledge of a
Original Post: “I know a good location for place to land the helicopter, posted a message on
landing a helicopter… the topography there is flat various BBS forums pleading with the military to call
with good field of vision…Please help rescue the her mobile phone number (which she also posted) so
victims and my family members. Anyone who she could provide details to help out. Within 24 hours,
knows how to contact the main disaster relief the military saw the message and contacted her, and
organization please call me immediately. My
phone number is 135××××××××. “ as a result of her information, the helicopter landed
safely.
This case demonstrates the power of the Internet
Community to connect an individual to the right person
within a massive bureaucracy. The Internet Community
can help accomplish tasks which prior to the existence
of the Community were impossible to accomplish.
For more information about the power of netizens'
link
support following the Sichuan earthquake, you can
refer to IWOM watch Special Edition, May 2008
© 2008 CIC 9
10. BBS
CASE STUDY: Fans gather online to watch and report
NBA finals
Prior to Game 2 of the NBA finals on June 9, 2008, netizens set up two “live reporting” conversations in the
Lakers fan forum and Celtics fan forum in the popular basketball community, Hoopchina. Within the few days
surrounding Game 2 of the NBA finals, the conversation in the Lakers fan forum received 87,430 page views
and 4,974 replies by an estimated 600 unique posters. Within the same time frame, the conversation in the
Celtics fan forum received 28,966 page views and 1,926 replies by approximately 200 unique posters. Rather
than watch the game on the big screen at a local pub, Chinese fans watch together online.
Before match During match After match
- Fancy game related pictures - Active and live game - Discussing conclusion and
in conversation discussions updating game statistics
Sample Quote: Sample Quote: Sample Quote:
The conversation is sure to be hot! I KG!!! You are a god for winning so
The Celtics won! Goodbye, Lakers
support Perkins!! many points in that game!
这个贴,定是很高的楼啊,我是支持帕金 KG!!!!!这球真的只有神才能进!! 凯尔特加冕了,再见了湖人
斯的
© 2008 CIC 10
11. Instant Messaging
INSTANT MESSAGING (IM): Direct person-to-person
communication
Search engine IM
Instant Messaging (IM) is the most widely used
communication tool in the Internet Community, even
Regular IM surpassing email in usage (77.2% vs. 62.6%). It is
not uncommon for Chinese netizens to exchange IM
ID's before email addresses. By June 2008, total IM
Instant Messaging
SNS IM users had reached 195.31 million.(1)
Services
China
Mobile IM IM has become an important tool to connect within
communities on certain platforms, including the C2C
platform Taobao.
Portal sites IM E-business IM
4.8%
3.3%
3.4%
QQ 4.1%
4.2%
Fetion
Tencent QQ dominates China's IM market. Active
MSN
QQ accounts reached 341 million in Q2 2008
AliWangwang giving QQ an 80.2% leading market share,
Sina UC followed by Fetion with 4.2% and Microsoft MSN
Others with 4.1%. (2)
80.2%
Data Source : (1) CNNIC, The 22nd Statistical Survey Report on the Internet Development in China, July 2008
© 2008 CIC 11
(2) Analysys International, Instant Messaging market report, 2008 Q2
12. Instant Messaging
CASE STUDY: Instant Messenger icons serve to
demonstrate support within the Internet Community
L-China initiative on MSN In light of the turmoil surrounding the torch relay overseas, a
mass MSN “Love China” signature campaign broke out online.
The campaign was initiated by netizens to show both their
support of the Beijing Olympics and support for China.
People's Daily: 7 million MSN
users joined the “Love China”
initiative
Rainbow signature
initiative In May of 2008, Toyota and MSN jointly launched a “rainbow”
signature initiative on MSN. For each “rainbow” signature added to
a screen name, MSN and Toyota each donated 0.1 RMB to the
earthquake relief.
As of June 2nd, 6,216,469 MSN messaging users participated in
the campaign, raising a total of 1,243,293.80 RMB for the
earthquake victims.
© 2008 CIC For more information about this case, please refer to CIC's IWOM watch Special Edition, May 2008 12
13. Blogs
BLOGS: Content driven by personal expression
Bloggers could be found in China as early as 2002. When portals such as Sina, Sohu and Netease launched
blog platforms in 2005, blogging hit the mainstream. While celebrity and journalist blogs receive the lion's
share of attention, most blogs are diaries or very personal expressions, much less anonymous than BBS.
Embryonic stage Developing stage Prosperous stage
2002 2003 - 2004 2005-present
• Blog was given its • Some hot blog events • Portal sites launch blog
Chinese name such as “Muzimei dairy” platforms, making blogs
• Blogchina was created provoked mass “mainstream”
by Fangxingdong awareness of blogs
• CNBLog was created by
Isaac Mao
BLOG ACTIVITY FAST FACTS
• 107 MILLION CHINESE NETIZENS REGULARLY VISIT BLOGS(1)
• 88% Internet USERS HAVE EVER READ BLOG, 70% EVER WROTE BLOG(2)
• 75% OF ALL USERS UPDATE BLOGS MORE THAN ONCE EVERY MONTH(3)
Data Source : (1) CNNIC, The 22nd Statistical Survey Report on the Internet Development in China, July 2008
(2) Universal McCANN, Power to the people - SOCIAL MEDIA TRACKER WAVE 3
© 2008 CIC (3) CNNIC, Blog market study, 2007 13
14. Blogs
CASE STUDY: Personal expression of brand love on a blog
inspires a poetry campaign for Lancôme
On a personal blog, Lancôme found a fan
who composed a powerful poem about the
Lancôme Rose. The moving poem serves
as a typical example of the brand advocacy
and “love” that can be found on personal
blogs. This in turn inspired Lancôme's
“Rose Beauty” poetry campaign.
Lancôme enriches my life
and makes it more beautiful,
the pure feeling it gives me,
is like a rose blooming
in the early morning after rain…
Time goes by,
things change a lot,
but you,
always you,
are my favorite,
we stand together,
link
youth never leaves
© 2008 CIC 14
15. Blogs
CASE STUDY: Blogs enable the Internet Community
to share in grief
Sample Quote:
祈福 / Pray
5月12日的汶川地震让我们这一辈子都会刻骨铭心,
这也是我第一次亲身经历地震,这次的损失惨重,
但这并不可怕,只要我们有重建家园的决心就行,
Prayer: Let's pray for the victims that 让我们都为灾区人民祈福吧!!
everything will be recovered and rebuilt. We will never forget the earthquake that occurred
on May 12th, 2008 and even though it caused a
huge amount of damage, as long as we have the
resolution to rebuild the homes, then the task is not
as scary. Let us pray for the people living in the
earthquake area! link
Prayer: My heart is broken, all I can do is
pray for the other victims. In the wake of the catastrophe, blogs became a
platform for the country to come together to grieve
and pray for the earthquake victims and their families.
Typing keyword “pray + earthquake” on Popular blog sites like Sina blog, Sohu blog, and
NetEase Blog search, yields more than
Blogbus all have hundreds of thousands of entries
53,000 blog articles on prayer. link
discussing and sharing personal accounts and
feelings towards the tragic event.
© 2008 CIC For more information about this case, please refer to IWOM watch Special Edition, May 2008 15
16. Customer Review
CUSTOMER REVIEW: Netizens pick and pan restaurants,
books and movies together
Sites such as Dianping and Douban, where users can review and rate restaurants, books, DVDs, and in return
can receive recommendations based on their individual preferences, have been growing in popularity since their
creation in 2003. On Dianping, over 300,000 restaurants have more than 3 million customer reviews. A positive
or negative review can make or break a restaurant's success. Customer review sites like Dianping, filled with
opinions from the Internet Community, are another example of how IWOM is becoming a part of the daily life of
Chinese netizens.
Restaurant reviews
Sample Quote:
前天帮爸妈一起去了西塘,中午在钱塘人家吃的午饭..看了点评
去了
I went to Xitang with my parents the day before yesterday,
and we ate at QianTangRenJia but only after checking the
review on Dianping first.
攻略上推荐的地方,果然人气很旺。必须等在人家边上才能
抢到位子。
This was a place that was recommended on Dianping and
the business was really good there.
link
link
© 2008 CIC *Data Source : In-depth understanding of Dianping 16
17. Video Sharing
VIDEO SHARING: Members of the Internet Community
are directors, publishers, and reviewers
Online video sharing sites like Tudou and Youku are giving traditional television a run for its money. The content,
much of which is uploaded by netizens, offers a great variety of netizen created content and republished content
such as movies and TV shows from outside of the China like Prison Break and Ugly Betty. Just as on YouTube,
the Internet Community uploads, tags and reviews videos. However, leading site Tudou streams 15 billion
minutes worth of video every month compared with 3 billion minutes streamed on Youtube(1).
Watching Video Clips (2)
“Thinking about using the Internet, which of the following have
you ever done?” – “Watch Video Clips”
89%
79%
56%
Sep, 2006 Jun, 2007 Mar, 2008
Data source: (1) Shanghaiist, Tudou now bigger than Youtube? ,October 11, 2007
© 2008 CIC (2) Universal McCANN, Power to the people - SOCIAL MEDIA TRACKER WAVE 3 17
18. Video Sharing
CASE STUDY: Intel campaign taps into the Internet
Community's creative passion
Due to the Internet Community's passion and
involvement in creating, publishing, tagging and
commenting on content, brands have started to look
to the community on video sharing sites to create
inspired content. Recently, Intel invited netizens to
create video content around Intel Centrino which
generated 720 original videos and 15 million views*.
Sample Quote:
简单、明了、冲击力强,让人印象深刻,确实是好创
意!
Simple, but clear and impressive. The creativity is
definitely great! link
创意大赛,如果比的真的是创意,这个应该是当之无愧
的冠军!
If creativity was the main criteria for this original video
contest, surely this video should be the winner!
link
One of the prizewinners - The Da Vinci Code link
© 2008 CIC *Data Source : Intel , Intel Centrino original video contest press release, Jan 2008 18
19. Q&A
Q&A: Efficient solicitation of Internet Community's
collective intellect
Q&A sites like Baidu “I Know,” similar to Yahoo
Answers, takes the popularity of asking questions on
Question BBS sites, and makes it more efficient. Inspired by
Naver in Korea, Q&A sites offer access to the Internet
Community's collective intelligence as an alternative
Best answer to using search algorithms when seeking information.
Q&A Sample
Evaluate the best Topic: Pepsi's Red Can
answer Question: How many kinds of memorial cans are there?
I've got only one kind. I noticed there were numbers 1 2 3
Other related 4 on it, and mine was 4. But when I asked the store
attendant, he told me there was only one kind.
questions
Best Answer: Red Can is a limited edition. There are no
more sold after National Day. Since there are many
memorial cans, which one are you referring to? I only
know about 6 kinds such as 73774, fireworks, expression,
traveling symbol, MORE, Show on cans, and Beijing
Opera which has 4 versions.
Other answers
Other answers: We use the color red everywhere during
the holidays, Our flag is red. So, red is our national color.
link
© 2008 CIC 19
20. SNS
SOCIAL NETWORKING SITES: Content driven by
relationships
Social networking sites (SNS) like 51, Xiaonei and Kaixinwang have taken the Chinese Internet Community by
storm over the past year. SNS combines the community aspect of BBS with the personal expression aspect of
blogging, allowing netizens with “real name” identities to more efficiently connect and share and play with other
netizens. Networking games like “Parking Wars” perfectly display the two key drivers of the Internet
Community: gaming and socializing.
• BBS
• Poll
39 million people, or 15.4% of
• Decorate Homepage
the Chinese Internet Community,
• Diary
have joined Social Networking
• Games Sites.* The number of users is
• Virtual gifts growing rapidly.
• Music
• Photo album
• etc.
© 2008 CIC *Data source: Universal McCANN, Power to the people - SOCIAL MEDIA TRACKER WAVE 3 20
21. SNS
CASE STUDY: Apple's Campus leverages community
and relationships
Apple's “Campus” community on
Xiaonei, which launched in May 2008,
currently has over 35,000 Xiaonei
members and more than 6,000 member
generated discussion topics.
Whenever community members share
content, their contacts are immediately
notified, which initiates a viral effect
unfound on BBS sites. link
Campaign
Forum
Products
© 2008 CIC 21
22. Mobile Internet
EMERGING CHANNELS OF IWOM: Mobile Internet
Community
With over 600 million mobile phone users in China(1), mobile phone is being used more and more frequently to
access the Internet. With mobile social networks like Tianxiawang and Kongzhongwang, netizens can check
RSS feeds, read blogs, write mini-blogs posts, and surf online - all from their handsets.
Internet-Capable Mobile Phone Users(2)
How to manage my (unit- million)
diary?
73.05
50.4
Members: 37,654,930 44.3
Online members: 209,862
Sample Quote: 17
早上醒来,赖在床上不想起来,拿出手机看看好友 13
们在干嘛呢?
When you wake up but don't feel like getting
Jun, 2006 Dec, 2006 Jun, 2007 Dec, 2007 Jun, 2008
out of bed, pick up your mobile phone to check
what your friends are doing? link
Data Source: (1) Ministry of industry and information technology of China, statistics report, September 2008
© 2008 CIC 22
(2) CNNIC, The 22nd Statistical Survey Report on the Internet Development in China, July 2008
23. BBS Circles
EMERGING CHANNELS OF IWOM: BBS Circles
A sort of hybrid of SNS and BBS, a BBS circle is a group of individuals who build a dedicated network within a
BBS based on a shared interest in a particular topic.
Sample Quote:
Baby Care Circle 我家宝贝以前吃饭都很好,最近不知道怎么拉,一吃饭就淘
4,820 members 气,不知道你们都是怎么处理的,望赐教。
My baby always had a good appetite before, but recently
he doesn't feel like eating, I don't know why, if anyone
knows how to deal with this, please let me know. link
Sample Quote:
Baby Sleep Circle 这里提醒各位新手妈妈,不光在宝宝会爬时睡觉挡一边
儿,会走路了也一定要挡着睡觉的一边啊,这样,宝贝儿
1,781 members
的小屁屁,小头头就不会摔着了.
A tip for new mommies, remember to put something
beside the baby to prevent him from falling out of bed
while he/she is sleeping. link
© 2008 CIC 23
24. ABOUT CIC
CIC is the leading Internet Word of Mouth (IWOM) research and consulting firm in China. Since
2004, CIC has pioneered the concept of Internet Word of Mouth (IWOM) that is redefining the
relationship between brands and consumers. CIC coined the term Internet Word of Mouth and is
the thought leader in utilizing it for strategy planning and application in marketing
communications. CIC is committed to both providing objective third party strategic advice to
clients and promoting the healthy development of the Internet Community in China. CIC’s
research and discussion of IWOM’s impact and best practices can be found on company blogs,
IWOM white papers and IWOM watch reports and through its IWOM roundtable events such as
IWOM summit and IWOM classroom.
CIC offers customized research and consulting service to its stable of retainer clients through its
expert IWOM analysts supported by proprietary Chinese language based text mining technology
(patent pending), data processing technology and data visualization technology. CIC’s retainer
relationships stretch over multiple years with multinational clients from Fortune 500 companies.
CIC’s continual development and evolution is driven by a unique, powerful and open mindset and
learning culture which at its foundation continually seeks to understand how the Internet, and
Internet Word of mouth, is redefining the relationships between brands and consumers.
For more information, please visit www.cicdata.com (CIC website), www.seeisee.com (CIC
Company blog in Chinese) and www.seeisee.com/sam (CEO's company blog in English).
© 2008 CIC 24
25. OUR BLOGS:
www.seeisee.com (Chinese)
www.seeisee.com/sam (English)
OUR WEBSITE:
www.cicdata.com
CONTACT US:
Thank You
info@cicdata.com
This report is copyrighted material owned by CIC. Any improper use
of this document or its content will be considered a violation of CIC IP
copyright and CIC has the right to take legal action.
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