cic mobile phone report teaser

© 2009 CIC

Mobile Phone Report Teaser

An IWOM Category Overview Report focused on Mobile

Phone in China: your guide to Mobile Phone consumer

insight and digital intelligence from Internet Word of

Mouth (IWOM)

Production: CIC Mobile Phone Team

Time Period: 2008 Jan-Dec

Category Overview Report for Mobile Industry 2

ABOUT THIS REPORT: OVERVIEW

CIC’s IWOM insightTM Category Report is a thorough introduction to the IWOM

around the Mobile Industry. The report is ideal for brands and marketers who

want to gain better insight into the influential Chinese Internet community

and/or who are looking into create IWOM based marketing campaigns. In order

to provide this level of insight, the report addresses the following questions:

how much talk is going on, what’s being said, who’s saying it, where is it being

said and what does that mean for brands.

This IWOM insightTM Category Report gleans insight and digital intelligence

from various Internet Word of Mouth (IWOM) sources and provides insight into

issues regarding reputation measurement, consumer research, new media

strategy and marketing inspiration.


ABOUT THIS REPORT: DESIGN AND METHODOLOGY

To complete this Mobile Phone category overview report, CIC tracked and

6,612 models from 102 manufacturers during the period of 2008, collecting

58,183,562 BBS (online message board) messages from top mobile BBS in

China. All collected messages were categorized and mined according to a

library of terms (including Internet slang) that

represents, companies, brands, products, and attributes.

All obvious “spam” and troll messages called 灌水 (guan shui) were filtered

out. Messages that contained the correct characters yet referred to

something other than the intended object were also filtered out.


ABOUT THIS REPORT: RESEARCH OBJECTIVES

This report aims to generate significant insights and information for companies

interested in the Mobile Phone industry and so will specifically focus on topics

based around:

• Marketing Research

• Competitive Intelligence

• Customer Relationship Management

• Brand Equity Tracking And Reputation Management

• Public Relationship And Crisis Management

• Media Planning And Purchase

• Campaign Ideation

Report Highlights:


• Product feedback: What are the most talked about mobile

phone attributes?

• Brand reputations: What are most discussed mobile

phone brands? How does consumers think about these

brands?

• New media intelligence: Where are these conversations

taking place? Who are the efluencers?

• Marketing ideation: What could be leveraged for brands’

campaigns?


Product Feedback

• Trend analysis of

brand, competitor and

product related

discussion

• Consumer insight and

attribute analysis for

product positioning or

re-positioning and

product development

• Analysis of current

brand equity online

for brand positioning

• Competitor analysis

for product

development and/ or

marketing initiatives

Brand Reputation New Media Intelligence Marketing Ideation

CONSUMER INSIGHT & DIGITAL INTELLIGENCE FROM IWOM

IWOM INTELLIGENCE

Listen ParticipateKnow


SOURCE OF IWOM AROUND MOBILE PHONE CATEGORY

New Product Sharing is one of the hottest type of online buzz

Sample Quote:

Subject:

诺基亚下一代全屏触控智能机5900XM曝光Nokia’s next generation touch screen smartphone, 5900XM latest news. (link)

(replies: 104; page view: 6489)

Reply:

CPU一样，不过屏幕大了些，和iphone一样，摄像头也升级了The same cpu but the screen is bigger, just like iphone, and camera is also

upgraded.

Reply:

又是国外的PS高手产品It’s just another photoshoped picture by some foreign designers. (link) (replies: 13;

page view: 998)

Reply:

5800屏幕太细长小气，这个屏幕还比较规范，出来了，我也换一个5800’s screen is too slim, it seems 5900’s is better and I will buy one if it rleased.

Reply:

主频为369MHz太低了，这种怎么也得500MHz以上，最好达到1G。

CPU is just only 369MHz, too low, and I think it should be 500MHz, 1GHz is better.

Summary:

Nokia’s 5900XM’s news ignited netizens’ passion of discussion, among

which configuration was one of the hottest topics. They also shared their

opinions via commenting on each other’s views.

http://bbs.dospy.com/thread-3262305-1-1.html

http://forum.younet.com/files/55743183.html

http://www.nokiabbs.com/viewthread.php?tid=603945



Appliation: 2,814

Color: 3,315

Music: 3,440

Screen Parameter: 2,982

Theme: 10,995

Video: 2,547

PRODUCT DISCUSSION ANALYSIS – NOKIA 6233

Theme, music and color are the most talked attributes

Sample Color Quote:

也基本没有了，黑色也很少了。楼主出手太迟了 (link)

Now, the black one is also hard to buy. It’s really later

for the poster to buy 6233 now.

Sample Music Quote:

6233外放音乐效果真是太厉害了 (link)

6233’s outspeaker has very good effect on playing

music.

Sample Theme Quote:

Nokia6233同系列（70,80等）的主题：无需安装，放卡里或手机里直接应用即可。 (link)

Nokia 6233 themes: No need to install, just put them

into your card or mobile and then it works.Summary:

Theme is a common topic for personalization among

online talk. Besides, consumers think 6233 is a good

music phone and they prefer the white one more to

the black one, which could be the selling points for

brands to communicate further with consumers.

2

Unit: Post

3

1



http://club.joyes.com/announce/announce.aspx?BoardID=970&ID=13409359


Product Feedback Brand Reputation

• IWOM performance

tracking and

evaluation

• On-going tracking for

crisis issues or

campaign ideas

• Timely tracking for

crisis issues

• Online crises analysis

to understand impact

of crisis on brand

reputation and

consumer perception

New Media Intelligence Marketing Ideation


IWOM INTELLIGENCE



MOBILE PHONE BRAND IWOM HEALTH CHECK

Overall, Nokia was a healthy mobile phone brand with high buzz volume and net

sentiment rate (NSR) in 2008

0.0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1.0

1.1

0 50,000 100,000 150,000 200,000 250,000

Main Brand IWOM Health Landscape

NokiaDopodSamsungSonyEricssonMotorola

*Unit:

X Axis: Number of Post

Y Axis: Net Sentiment Rate

Z Axis: Number of Poster

*Note: hollow ball refers to 1st half year and solid ball refers to 2nd half year

NSR

Buzz Volume

12Category Overview Report for Mobile Industry

CRISIS CASE STUDY: MOBILE PHONE BATTERY EXPLOSION

Battery explosion become a marked crisis in 2008, while most consumers feel

surprised and blame the brand right after the crisis happened

Sample Quote:

Subject:

港行的BP-6M电池发胀随时会爆炸 (link) (replies:

29; page view: 2,786)

BP-6M battery HK edition might explode.

Reply:

诺基亚竟然不管？那个全国联保还有什么用，不是忽悠人吗Nokia isn’t responsible for it? Then the warranty is

useless, it’s deception.

Summary:

During 2008, buzz about Nokia mobile battery might

explode were widely spread in BBS. Most consumers feel

surprised when hearing such news and blamed Nokia.

CIC View:

Brand should consider to monitor these crisis to sense

the consumers feedback at the very beginning, so as to

react timely.

Influence

Shape

ReshapeIWOMTM

Mainstream Media


http://www.nokiabbs.com/thread-463662-1-1.html



Product Feedback Brand Reputation New Media Intelligence

• E-community analysis

for marketing and

engagement

initiatives

• Efluencer

identification and

insights and tactics

for engagement

• IWOM performance

analysis

Marketing Ideation


IWOM INTELLIGENCE



E-COMMUNITY ANALYSIS - IT168 (I)

IT 168 is one of the hottest e-community for mobile phone with huge number of

netizens (CRP). Check out other CIC indexes as below

CRP = 217,027Community

ParticipationCR (Community Register Poster) is one of

the online Community interaction

indexes, measured by the average

register poster/month of this community.

PR = 6.9Community

PassionPR (Posting Rate) is one of the online

Community passion indexes, measured by

the average posting number per poster.

TCF = 0.5Community

CreativityTCF is one of the online Community

creativity indexes, measured by the ratio

of new topics.

Sample Quote:

IT168诺基亚论坛N95专区新手指南New guys guide of N95 sub-forum in it168 BBS. (link)

Summary:

It168 BBS has detail rules and guide for the new comers.

Forum administrators give scores to the poster in order to

inspire netizens post more original posts to make the BBS

hotter and hotter.

CPR = 15.9

CPR (Conversation Participation Rate) is

one of the online Community interaction

indexes, measured by the average post

number per conversation.

Community

Interactivity

http://nokia.mobile.it168.com/viewthread.php?tid=636244


SNA Map of nokia.it168.com in 2008

SOCIAL NETWORK ANALYSIS BASICS

For a E-community, netizens relationships can be mapped via the interation

activities among the members.

*Each node represents an registered id in BBS (node size related to the number of netizens followed his/her conversations)

*Follow: We say one follow takes place when netizen A join some other netizens conversation by replying.

Multiple replying posts from A to the same topic post will be counted as the same one follow.

Multiple replying posts from A to different topic posts of another netizen will be counted as multiple follows.

The number of the follows equaling those topics, disregarding the number of replying posts.

(TOP20 Efluencer: Red Nodes)


Product Feedback Brand Reputation New Media Intelligence Marketing Ideation

• Net culture analyses

for marketing

inspiration, and

consumer insight and

understanding

• Pre-campaign study

and competitor

campaign for tactics

and media planning

• Campaign tracking

• Campaign analysis

• Post-campaign study


IWOM INTELLIGENCE



Common Net Language Mobile Phone Net Language

Data source: CIC Mobile Phone Practice, 2007 Q1

•VS

•砳

•555

•打酱油 •JS•818

•兽

•Mamba

•Yao

•大神

•小三

•诺机

•诺记

•摩托骡拉

雷 (Lei)：to shock somebody

宅男/宅女 (Zhainan/Zhainv): people who prefer

to stay at home

Sample Explanations

E兔：Motorola ROKR E2’s nickname

机油：The netizen who use the same brand’s

mobile as the poster

Sample Explanations

UNIQUE NETIZEN LANGUAGE IN CHINA

The existence of online culture is represented by a unique lexicon


NETIZENS’ PASSION TOWARDS MOBILE PHONE

Mobile Phone fans are creative and good at on leveraging brand assets to

recreate original content

Original Moto Slogan

Transformers Movie

Recreating content among brand fans

Slogan recreating

TVC recreating

Design recreating

“Next Generation” iPhone Design

Recreated Videos

Recreated Slogans

摩托再好也要骡拉即使摩托可以骡拉，到头来还要挪鸡鸭

Link

Motorola’s official

slogan, Moto need Rola.Nokia fans said Nokia is better.

iPhone 3G Design

http://www.tudou.com/programs/view/fvh_YRxiD5I/

http://www.tudou.com/programs/view/fvh_YRxiD5I/

What is the research

methodology?


RESEARCH METHODOLOGY

CIC buzz measurement process

Using customized tools to analyze buzz volume and content

Experienced analyst to dig out insights behind IWOM dynamics

Buzz findings Delivery on regular basis in flexible format

Expert construct product & driver categorization

Data mining by powerful natural language mining tools

Human quality assurance for data mining result

Identify relevant source of online conversation source

Using customized tools and industry term library collecting data

Filter out irrelevant and duplicate data and assess data quality

Data Analysis

Data Collection

Data Mining


IWOM RESEARCH METHODOLOGY: DATA COLLECTION

Mobile Phone Report

Industry Analysis

CIC Mobile Phone Industry Practice

Fixed Research Data Panel

Mobile Phone

related IWOM

Industry

Practice

DatabaseCIC Mobile Phone Data Panel

Collect average 7 million messages every

month from CIC selected and fixed BBS

forums related to Baby Care and Mobile

Phone industry practice.

FIXED FORUM

Empowered by CIC self-

developed patent BBS

message Spider/Robot


Structured Brand/Product Analysis

Our experts construct detailed customized productbuzz categorization based on natural online discussion using powerful language mining tools to measure the quantity of buzz and brand mentions.

*Note: the tree showed here is a small part of the tree structure, which for example.

Diversified Attribute Analysis

According to naturally occurring online discussion and the scope of the interests, we also look into the attributes and aspects of the online buzz and the associations with product related talk.

Sample Product Tree Sample Driver Tree

IWOM RESEARCH METHODOLOGY: DATA ANALYSISProduct Buzz evaluation, to identify which product is being discussed

How do I learn more?


FULL CONTENT FOR MOBILE PHONE CATEGORY OVERVIEW REPORT (1)

Introduction of Category Overview• Report Description: A comprehensive overview of the Mainland China Mobile Phone IWOM environment which includes

“how much Mobile Phone talk, what’s being said, who’s talking, where they are talking, what does it all mean and what

brand/agency should do”.

• Data Coverage: 11,404,911 BBS (online message board) messages generated by 969,861 conversations on parenting

communities during year 2008.

Part I: China IWOM Introduction• The Power of The Internet Community: key statistics, perspectives, and case studies that demonstrate how Internet Word

of Mouth (IWOM) is redefining the brand/consumer relationship in China• IWOM as Strategic Intelligence: selected cases for “Brand Reputation Management”, “Consumer Insight from Product

Talk”, “New Media Intelligence” and “Marketing Ideation”

Part II: Brand Reputation Management• IWOM Health Analysis

Buzz volume and buzz trend of overall Mobile Phone category

Brand IWOM health (including buzz volume and sentiment)

Buzz volume and trend of leading brands

Hot positive or negative topics around brand discussion

• IWOM Crisis Case Study

Introduction of crisis 2.0

Key crisis case review in 2008

• IWOM Based Brand Image Analysis

Brand image analysis of key brands (analyzing the brand image of key brands in netizens’ mind via qualitative

methods)


FULL CONTENT FOR MOBILE PHONE CATEGORY OVERVIEW REPORT (2)

Part III: Consumer Insight from Product Talk

• IWOM Dynamics of Product Discussion

Buzz volume of key attributes (i.e. origin, marketing approach, formula)

Qualitative analysis of key attributes to provide in-depth understanding

Buzz volume of key sub-attributes (i.e. origin’s sub-attributes are imported milk powder and exported milk powder)

Buzz volume of brand related key sub-attributes

• Consumer Insights from Interesting Topics (i.e. emerged purchase channels and substitutes for Mobile Phone after “Sanlu”

Crisis, etc.)

Part IV: New Media Intelligence

• Hot Communities Analysis (via CIC community analysis index as below)

Participation & Passion

Creativity & Interactivity

• Key Efluencer Analysis

• Community Case Study: a look inside the culture and key functions of an influential community

Part V: Marketing Ideation

• Digital Culture Analysis for Mobile Phone Category

Hot net language in Internet

Hot keywords within Mobile Phone talk

Hot conversations within parenting communities

• Campaigns and Inspiration

Creative ideas from netizens

Successful campaign case study


HOW CIC CAN HELP ON SOCIAL MARKETING IN CHINA

• Market evaluation: evaluate the IWOM performance of Mobile Phone brands and

other various brands (buzz volume and sentiment)

• Competitive intelligence: understand how key competitors’ performance and

marketing activities in social media

• Consumer insight: find out netizens’ needs and feedback on various Mobile Phone

products

• PR management: understand netizens’ feedback on potential/ current crisis and

enable the brand learn quickly with the help of CIC experience on crisis management

• Media buy: tell the brands where it could launch its social media advertisement

• Online campaign tracking and evaluation

Contact us:Production: CIC Mobile Phone Team

Time Period: 2008 Jan-Dec

CIC Contact: Ouris Gao ([email protected])

Read more:Sample Case: http://www.seeisee.com/index.php/2009/08/24/p1473

mailto:[email protected]

Thank YouOUR BLOGS:

www.seeisee.com (Chinese)

www.seeisee.com/sam (English)

OUR WEBSITE:

www.ciccorporate.comm

www.iwommaster.com

CONTACT US:

[email protected]

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。

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