“Making Sense of IWOM” Topic Three

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1、MakingSenseofIWOMTopic3:HowBrandsCanParticipateinOnlineCommunitiesNov2009©2009CICContentsOverview3DonetizenswantcompaniestolistentoIWOM5andparticipateinonlinecommunities?Howshouldcompaniesparticipateinonline9communities?Whatkindsofonlinecampaignswillattract13

2、netizens’participation?AboutIWOMWhitePaper19AboutCIC202©2009CICOverviewIntopics1and2ofCIC’s“MakingSenseofIWOM”whitepaperseries,wediscussedhowIWOMisplayinganincreasinglyimportantroleintheconsumers’purchasedecision-makingprocess.Consumersnotonlysearchforandpaya

3、ttentiontoIWOM,butalsogenerateanddisseminateIWOM,buildingtheprocessofIWOMcirculationanduserinteraction.However,dointernetuserswantcompaniestolistentoIWOMandparticipateinonlinecommunities?Ifso,howshouldcompaniesparticipateinonlinecommunities?Whichkindsofonline

4、campaignsinspireandmotivateuserstoparticipate?WewillanalyzetheseissuesinthislatesttopicofCIC“MakingSenseofIWOM”whitepaperseries-“HowBrandsCanParticipateinOnlineCommunities”Wehavefoundthatwiththefastdevelopmentoftheinternet,companiesparticipatinginonlinecommun

5、itynotonlymeetthetrendofmodernmarketing,butaremeetingtheexpectationsofmostnetizensatthesametime.52.7%ofrespondentswantcompaniestopayattentiontotheirconversationsaboutbrandsandproducts,while47.2%ofrespondentshopecompaniesparticipateinonlinecommunitiesandcommun

6、icatewiththemdirectly.Byparticipatinginonlinecommunities,companieshavetheopportunitytogainimmediateinsightintoconsumerpreferencesandproductfeedback.CompaniescanalsoidentifyIWOMissuesbeforetheybecomecrisesandaccessideasforbrandandproductimprovement.Additionall

7、y,participatingincommunitiescanimprovetherelationshipbetweenbrandsandconsumersthusenhancecustomerloyalty.However,about40%ofrespondentsaresomewhatindifferenttocompanieslisteningtoIWOMandparticipatinginonlinecommunitiesandexpressedconcernoverthesincerityandmoti

8、vationsofthecompanies.Theydoubtcompanies’abilitytorespectandunderstandtheneedsofnetizensinordertoactuallymeettheirneeds.Therefore,companiesstillneedtofurtherresearchandidentifythemostappr