IWOM watch 2nd half year review 2006

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1、“You”—Time’sPersonoftheYear—alsolivesinChina-CICWatch6MonthReviewReportPeriod:July-Dec,2006CICContact:info@cicdata.com“You”–thePersonoftheYearTimerecentlyselected“you”asthepersonoftheyearbecause“you”istakingcontroloftheinformationageviablogs,messageboardsandvideo.Luckyforus,“you”alsoliv

2、esinChina,with2006servingasabreakoutyearforInternetWordofMouth(IWOM).JustasintheWest,thiswastheyearthatconsumersbegantakingcontroloftheirmedia.Theycreatedtheirownstars.Delllearnedthattheycancreateacrisis.BloggerstoppedthebestsellerlistwiththeirprintedblogcontentandsearchedonBaiduforquin

3、tessentialnetstarFuRongJieJiemorethantheydidMaoZeDong.Brandsalsoreachedouttoconsumersformarketingideas,askingthemtocreateTVC’s(PepsiCreativeChallenge)andtappingtheirnetstarstobespokespersons(SonyEricssonandTianXianMM).Forthisreport,wehaveprepareda6monthreviewpastCICwatches.Itdoesn’tcove

4、rthewholeyear,butifthesepast6monthsareanyindication,weareonlyatthebeginningofalongandinterestingridewiththeconsumersbehindthewheel.Welookforwardtoreportingmorein2007!ContentHighlights•Becareful,consumersnowareincontrolofyourbrandimageWelcometo•DellHellChinaAgenda-ConsumersrallyonBBStocr

5、eateaclassactiontheCrisislawsuitagainstDellinlessthan2weeks2.0era•KFC’sWoesContinue–Netizenshaveagoodmemory•Consumers’ideascanbringyougreatmarketingopportunities,donotConsumer-justignorepopularbuzzBrandCo-•MegaCollaboration–consumersbecomemarketersCreation•Corporateblog–anemergingtrendt

6、osharecompanies’greatworkinaExtendedhumanizedvoicePR/MarketingChannelIn•ExtendingyourbrandexperiencetothevirtualworldWeb2.0•WhilebreathingthecommonNetLanguage,netizensarealsopassionatetodiscussthingsnewliketheonline“Gate”incidentsTheRisingNetCulture•CreatingNetStarsovernight–youcouldbet

7、henextone•Notjustoffline–famousactressXuJingleigetspickedbyAMDforherworld’smostinfluentialbloggerreputationWelcometotheCrisis2.0eraInthe"olddays,"acompanycrisistypicallystartedintraditionalmedia,andthenwasamplifiedviaonBBSandBlogs."BlackMarch"of2005withSK-II,Heinz,KFCandotherso