IWOM watch 2012 compilation_crisis (Part 6)
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This document is a compilation of articles from CIC's 2012 IWOM Watch reports. It discusses how brands and individuals responded positively during anti-Japan protests in China by offering compensation to those whose Japanese cars were damaged. Chen Guangbiao promised new cars to followers with smashed Japanese cars on Weibo. Toyota also offered compensation. These actions boosted the brands' images. The document also provides background on CIC, describing it as China's leading social business intelligence company. It collects online consumer comments to provide strategic advice to global brands.
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IWOM watch 2012 compilation_crisis (Part 6)
- 1. IWOM WATCH 网论观察 2012 IWOM WATCH COMPILATION 2012 ? 2011 CIC ? 2012 CIC IWOM WATCH
- 2. PAGE. 3-4 CRISIS Positivity After A Crisis
- 3. Positivity After A Crisis Brands and Individuals Seize an Opportunity for Positive PR ?Chen tweeted to Sina Weibo that for any of his followers who had their Japanese car smashed during rioting, he would replace it. Japanese cars were targeted during a spate of anti-Japan protests. ?FAW Toyota and Canton Steam Toyota were also quick to offer compensation packages to customers whose car was damaged. Summary In September, rioting against the Japanese government's purchase of the Diaoyu Islands erupted in many cities across China. Rioters in the streets soon turned their violent anti-Japan protests against Japanese car brands. Chen Guangbiao, who became China's most famous philanthropist with his high-profile contributions to Sichuan Earthquake victims in 2008, took to Sina Weibo on Sept. 18 th to promise a new car to each of his followers whose own Japanese car had been smashed. Toyota also published compensation schemes for the owners of attacked cars. 3
- 4. Positivity After A Crisis From Crisis Comes Opportunity Case 1 ?Chen Guangbiao held a ceremony to hand over 43 new (Chinese) “Geely Emgrand” cars to replace smashed Japanese ones. ?“Geely Emgrand” grew significantly in the wider public’s awareness, generating a substantial volume of positive comments . ?Toyota’s “Zero Burden” Case 2 compensation plan was widely promoted on television and online. ?The activity had a significant and positive effect on Toyota’s brand image amongst Chinese netizens at a sensitive time for Japanese business in China. It established a sense among netizens that Toyota is a caring and supportive company. CIC View As we move through the “Web 2.0” era, crises and opportunities can be fleeting but eminently powerful. ?Seeking Opportunities: Although a brand may have no direct association with a hot topic or event, through ongoing monitoring clever positioning it can leverage this opportunity, as in Case 1, to bolster brand image and generate awareness. ?Respond to Crises: Negative events can befall even the best prepared brands. However, if a brand has the tools and training to recognize an emerging crisis take swift and positive action, as in Case 2, they can actually generate a positive image and establish their good reputation in the long term. 4
- 5. About CIC IWOM WATCH CIC is China's leading social business intelligence provider, enabling enterprise to fully leverage the power of social media and Internet Word of Mouth (IWOM) intelligence across the organization. Since 2004, CIC has pioneered IWOMized technology, research and consulting. Firstly, by coining the term IWOM and then being the first to raise the concept of “social business” in China. As the industry thought leader, we have always been at the forefront of China’s internet and social business revolution. CIC is China’s largest integrated 3rd party provider of technical IWOM solutions, social media studies and social business intelligence. In order to help companies effectively leverage this social business intelligence, CIC provides customized research, consulting services, syndicated reports, and industry trend watches, rich in actionable insight. In addition to helping brands accomplish their social business aims, CIC is also monetizing the social business industry in China, creating an integrated social business support system (IWOMmaster), powered by our proprietary technical solutions and platforms. CIC utilizes its own patent pending technology to capture millions of online conversations and “makes sense of the buzz” by analyzing them to draw out insight that leads to more effective action. CIC gathers and mines over 100 million naturally occurring consumer comments every month, from a range of uniquely Chinese social media platforms including blogs, BBS, microblogs and social networking sites, then by applying our unique, China focused methodology, provide a comprehensive picture of the social media landscape and its implications for business. To date, CIC has archived almost 7 billion mentions of brands and products, from over 2 billion consumer comments. CIC has developed solid, long-term retainer relationships with leading multinational agencies and Fortune 500 companies. For over 8 years, CIC has persisted in analyzing the milestones of China’s social media landscape, sharing the most innovative concepts and practices in IWOM in white papers and trend watches of various industries. We’ve always been committed to providing an unbiased, third-party perspective, to enrich the whole industry and help enterprise grasp the revolutionary opportunities brought about by the development of social business. In early 2012, as China’s leading social business intelligence provider, CIC agreed to be acquired by WPP’s Kantar Media, the media research and insight division of Kantar, as a move to strengthen its position and with aim to expand its social offering across Asia Pacific. Kantar Media has over 5,000 employees around the world, is currently working with 22,000 companies, tracking 3 million brands across 50 countries. As the consumer insight arm of WPP, Kantar Media provides strategic advice and competitive intelligence to the world’s leading brands, publishers, agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry. (media release) CIC will continue to provide social business intelligence from an objective, third-party perspective, to the world’s leading brands and agencies. ? 2012 CIC
- 6. About IWOM Watch IWOM WATCH What is IWOM Watch: A monthly digest of the hottest trends, creating the biggest buzz, reflecting China’s unique online culture. CIC’s exemplary case studies and detailed analysis of the month’s most significant online marketing campaigns allow you to listen, know, and participate in China’s unique digital community. As the industry’s thought leader and pioneer of Internet Word of Mouth (IWOM) and social business in China, our finger is always on the pulse of the hottest online issues and influential IWOM. Since 2006, our monthly Watch reports have been distilling social business intelligence that not only keep our retainer clients on the leading edge of China’s IWOM, but also inform their strategic planning with insights into platform development, netizen behavior and social culture of the world’s largest, most dynamic and fragmented digital landscape. In this IWOM Watch compilation, we have collected and categorized a series of articles that bring 2012 into focus. For marketers, this is a year in the life of China’s social Internet. Copyright Statement The majority of the pictures and related quotes are from publicly available information. 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. ? 2012 CIC
- 7. CIC IWOM watch archive IWOM WATCH If you would like to find updated IWOM intelligence (CIC White paper, IWOM Watch and Social business eNewsletter) in one place, then apply for your IWOMmaster ID now. 2012: 2012 IWOM Watch Travel Special Edition | view 2009 IWOM watch Compilation 2011 | view IWOM watch 2nd half year review 2009 | view IWOM watch 1st half year review 2009 | view 2011: IWOM watch Special Edition: Microblog | view 2008 IWOM watch 2nd half year review 2008 | view 2010: IWOM watch 1st half year review 2008 | view IWOM watch Special Edition: LBS (Location-based service) | view IWOM watch May Special Edition (Sichuan Earthquake) 2008 | view IWOM watch compilations from 2006 to 2010 (part 7) - How brands marketing under social media age | view 2007 IWOM watch compilations from 2006 to 2010 (part 6) IWOM watch 2nd half year review 2007 | view - Interaction in virtual gaming world between brands and netizens | view IWOM watch 1st half year review 2007 | view IWOM watch compilations from 2006 to 2010 (part 5) - The inspiration from “Shai”,“Show” culture for brand marketing | view 2006 IWOM watch compilations from 2006 to 2010 (part 4) IWOM watch 2nd half year review 2006 | view - Spoof – Brand’s “ending” or “chances”? | view IWOM watch compilations from 2006 to 2010 (part 3) - Viral videos storm come up with brands | view IWOM watch compilations from 2006 to 2010 (part 2) - Brands Crisis upgrade to 2.0 | view IWOM watch compilations from 2006 to 2010 (part 1) - New product promotion way through new media - Seckill & Group purchase | view View more on IWOM Backstory ? 2012 CIC
- 8. Join CIC Community IWOM WATCH Weibo.com/seeisee Website: www.ciccorporate.com Weibo.com/iwommaster Blog: www.seeisee.com Founder blog: www.seeisee.com/sam Jiepang.com/CIC Service platform: www.iwommaster.com IWOMdiscover: discover.iwommaster.com Douban.com/host/CIC IWOMexplorer: explorer.iwommaster.com IWOMcooperator: cooperator.iwommaster.com slideshare.net/CIC_China Tudou.com/home/iwomchina Know more about IWOM Roundtable & White paper & IWOM watch Linkedin.com/companies/359113 email: info@cicdata.com @cicdata If you would like to find updated IWOM intelligence (CIC White paper, IWOM Watch and Social business eNewsletter) in one place, then apply for your IWOMmaster ID now. Facebook.com/ciccorporate Huaban.com/seeisee ? 2012 CIC
- 9. Shanghai: Room 108, Building A, UDC Innovative Plaza, No.125,North Jiangsu Road Shanghai, 200042, China Phone: 021 - 52373860 | Fax: 021 - 52373632 Beijing: 1006 / 10F, Block C, No. 60, Dongsihuanzhong Road, Chaoyang District Beijing, 100025, China Phone: 010 - 59080268 This document is for private commercial use only. Distribution to third parties and/or publication in whole or in part is strictly prohibited without expressed written consent of CIC. 本文件是针对CIC客户的相关品牌和公司的商业文件。未经CIC的书面 许可，本文件或文件中的任何内容不得转交给第三方， 同时也不得 发表本文件或文件中的任何内容。