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《IWOM watch 2nd half year review 2007》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、IWOMwatchHalfYearReview-AnOverviewofChineseIWOMtrendsfromJuly-December,2007ReportPeriod:July–December,2007CICContact:info@cicdata.comEditorialSummaryIamproudtopresentsomekeyhighlightsfromourIWOMwatchreports,issuedduringthesecondhalfof2007.Weorganizedthehighlightsaccordi
2、ngtoseveralthemesthatemerged,includingbrandsintegrationofnetcultureintotheircampaigns,brandstappingintothemasses,consumerstakingownershipofbrands’onlineimage(withorwithoutthebrands’help),andexamplesofbrandsnotonlylisteningtonetizensuggestions,butreactingtothesesuggestio
3、ns.CICisthefirstInternetWordofMouth(IWOM)researchandconsultingfirminChina.WehavepioneeredtheindustryinChina,coiningthetermIWOMtodescribethegrowingtrendofconsumersandcorporate“netizens”engaginginconversationsontheInternet.Asanearlywitnesstothistrend,wearededicatedtoliste
4、ningandunderstandingthedevelopmentofChineseonlineculture.WehaveSamFlemming,CEOofCICongoing,longtermrelationshipswiththebestandmostprogressiveclientsacrossawiderangeofindustrieswhichgivesustheexperienceandabilitytomakesenseofIWOManditsimpactonmarketingcommunications.Youc
5、angetasenseofthedevelopmentofIWOMovertimebydownloadingpreviousIWOMwatch6monthreviewreportshere.Ihopeyoufindthereportsinterestinganduseful.IWOMWatchHalfYearReview,Jul–Dec,20072ContentRidingtheWave:IntegratingNetCultureintoCampaignStrategy/Tactics-Integratingnetculturetoc
6、onnecttoyouthculture-“GrabFloor”–naturallyincentivizingcommunityparticipation-Groupwatch:Socializingwithcustomers,netstyleEngagingthePoweroftheMasses-TopportalsintegrategrassrootreportingintoOlympicscampaignstrategy-CreativeCo-pilotingbetweenBrandandConsumergoesmainstre
7、am-CompanieslettheaudiencechooseorcreatecontentConsumersGainingOwnershipofBrandImageOnline-OnlineConsumersloveto“Shai”(晒)brandsinbothnegativeandpositiveways-Creativityandspoofingcanbeintegratedintoconsumersharingonbrands-Brandfanscansometimeshurtbrands’reputationWhenCon
8、sumersSpeakOnline,BrandsShouldListen-ThevoiceofNetizenscontinuestocausepublicwavesonissuessurroundingbrandsIWO
