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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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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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Q3 WP Topic one-The Chinese IWOM Landscape_EN

  • 1. 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. 本研究报告归CIC公司版权所有。任何对本研究报告或报告中任何内容 的不当使用都将被视为对CIC知识产权的侵犯,CIC有权诉诸于法律。