cic notebook report teaser

© 2009 CIC

Notebook Report Teaser

An IWOM Category Overview Report focused on

notebook in China: your guide to notebook consumer

insight and digital intelligence from Internet Word of

Mouth (IWOM)

Production: CIC Notebook Team

Time Period: 2008 Jan-Dec

2Category Overview Report for Notebook

ABOUT THIS REPORT: OVERVIEW

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

IWOM around the Notebook 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 notebook category overview report, CIC tracked 1,065 models

from 25 manufacturers during the period of 2008, collecting 10,421,713 BBS

(online message board) messages from top consumer electronics BBS in

China. All collected messages were then 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 notebook 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:


• How much online buzz is there relevant to notebook

computers?

• What are most discussed notebook brands?

• How is the IWOM health of the top ten brands?

• What are the most talked about notebook attributes online?

• What is the brand attribute landscape for notebook IWOM?

• Where are these conversations taking place?

• Who are the efluencers of notebook IWOM?


0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec

Monthly post and conversation trend, 2008

Post Conversation

NOTEBOOK CATEGORY OVERVIEW

The notebook category enjoys a consistently high buzz volume, with over 800,000 posts

each month

unit: post

•Data Source: CIC Notebook IWOM Practice Data Panel

•Data Base: Total number of notebook category posts in 2008 is 10,421,713

unit: Conversation

During the summer

holiday, many students

asked questions about

buying notebooks.


10,073

11,639

12,154

14,274

17,823

18,288

20,810

23,710

27,584

30,322

39,974

53,677

86,164

107,988

119,106

134,062

237,452

243,065

344,223

544,169

Unit: Post

ThinkPad41%

Lenovo59%

ThinkPad related posts contributed 41% of

the overall Lenovo buzz volume

NOTEBOOK BRAND BUZZ REVIEW

Lenovo was the most discussed brand in 2008, followed by HP


•Data Base: Total number of notebook brand posts in 2008 is 1,587,871


0%

20%

40%

60%

80%

100%

0 120,000 240,000 360,000 480,000 600,000

IWOM health landscape of top 10 brands, 2008NSR

NOTEBOOK BRAND IWOM HEALTH

Korean and Japanese brands have a higher sentiment rating but lower buzz volume since

they focus on design, appearance, and weight

Buzz Volume


111,743

121,557

156,680

197,087

341,903

537,975

Function

Performance

Accessory & Peripheral

Design & Apperance

Price

Configuration

Notebook Buzz Attributes Rank, 2008

NOTEBOOK ATTRIBUTE BUZZ OVERVIEW

Configuration and price ranked 1st and 2nd while design & appearance and accessories

& peripherals rank 3rd and 4th, respectively.


•Data Base: Total number of notebook attribute posts in 2008 is 1,028,854

Unit: Post


111,743

121,557

156,680

197,087

341,903

537,975

Function

Performance

Accessory & Peripheral

Design & Apperance

Price

Configuration

NOTEBOOK ATTRIBUTE BUZZ OVERVIEW - CONFIGURATION Consumers mentioned notebook quality depended on CPU performance.

Meanwhile, with the increase in popularity of entertainment functions, such as gaming

and HD, consumers are beginning to discuss the quality of the graphic card as well

CPU23%

Graphic card21%

Memory16%

Motherboard / Chipset

16%

Harddisk11%

Screen5%

CD/DVD/CD-RW Drive

4%

Keyboard2%

Sound Card 1%

Wireless Network Card

1%


•如果把CPU换成酷睿双核2代T7100，性能能相差多少？(link) /

• If the CPU was replaced with a T7100, how

much performance will be lost?

想玩游戏就买T61P吧.T61的显卡玩大型3D游戏不行的. (link)

If you want to play games, T61P is better.

Because the graphic card in the T61 is not

suitable for 3D games.

http://benyouhui.it168.com/thread-773082-1-1.html

http://benyouhui.it168.com/thread-770559-1-1.html


•Design & Appearance

•Function

•Configuration

•Performance

•Service & Channel

•Price

•Marketing & Promotion

NOTEBOOK BRAND ATTRIBUTE LANDSCAPE:

• Configuration and performance are

most frequently mentioned near

BENQ, ASUS, DELL and Acer

notebooks by consumers

• When discussing design and

appearance, Samsung is the

most mentioned brand.

• Consumers mentioned price and marketing promotion

when discussing Lenovo and Hasee


0%

20%

40%

60%

80%

100%

1 2 3 4 5 6 7 8 9 10 11 12 13 14

Notebook Top 10 BBS Rank by Posts, 2008

COMMUNITY BUZZ OVERVIEWOver 80% of the buzz was generated from the top 3 sites

Rank Community URL # of Post % of Total

1 太平洋电脑网论坛 pconline.com.cn 4,197,076 40.3%

2 中关村在线 zol.com.cn 2,405,477 23.1%

3 It168 本友会 benyouhui.it168.com 1,783,813 17.1%

4 xxxx bbs.pcpop.com 838,067 8.0%

5 xxxx we.pcinlife.com 592,629 5.7%

6 xxxx nbbbs.enet.com.cn 265,352 2.5%

7 xxxx q.yesky.com 102,253 1.0%

8 xxxx bbs.benber.com 75,102 0.7%

9 xxxx tech.163.com 54,725 0.5%

10 xxxx bbs.ccidnet.com 51,091 0.5%

Buzz share of sites

sites


Summary: Jetblack is a board moderator of IT168’s “notebook club” sub-forum. Since he is a expert on notebook

computers, he likes to give detailed answers to other netizens' questions. Many netizens on IT168 like to ask

jetblack for help with various computer issues. Furthermore he holds the position of board moderators. This

combined with his reputation for giving advice makes jetblack an efluencer.

CIC View: BBS users like to choose people who are active online and knowledgeable about notebook computers

to be the board moderator in notebook forums and often these moderators become efluencers and can be good

targets for brands

ID : Jetblack

Many netizens like to ask

Jetblack for help

SAMPLE EFLUENCER PROFILE Jetblack is a board moderator of IT168, and has strong influence within the “notebook

club” sub-forum.

Research methodology


RESEARCH METHODOLOGYCIC 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

Notebook Report

Industry Analysis

CIC Notebook Industry Practice

Fixed Research Data Panel

Notebook related

IWOM

Industry

Practice

DatabaseCIC Notebook Data Panel

Collect average 0.8 million messages every

month from CIC selected and fixed BBS

forums related to Notebook and Computer

hardware 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.

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

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

How do I learn more?

20

FULL CONTENT FOR NOTEBOOK CATEGORY OVERVIEW REPORT (1)

Introduction of Category Overview• Report Description: A comprehensive overview of the Mainland China Notebook IWOM environment which includes “how

much Notebook 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: 10,421,713 BBS (online message board) messages generated by 1,364,184 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 Notebook 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)

21

FULL CONTENT FOR Notebook CATEGORY OVERVIEW REPORT (2)

Part III: Consumer Insight from Product Talk

• IWOM Dynamics of Product Discussion

Buzz volume of key attributes (i.e. configuration, price, design & appearance)

Qualitative analysis of key attributes to provide in-depth understanding

Buzz volume of key sub-attributes (i.e. configuration’s sub-attributes are CPU and memory)

Buzz volume of brand related key sub-attributes

• Consumer Insights from Interesting Topics

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 Notebook Category

Hot net language in Internet

Hot keywords within Notebook talk

Hot conversations within parenting communities

• Campaigns and Inspiration

Creative ideas from netizens

Successful campaign case study

22

HOW CIC CAN HELP ON SOCIAL MARKETING IN CHINA

• Market evaluation: evaluate the IWOM performance of notebook brands and other

various brands (buzz volume and sentiment)

• Competitive intelligence: understand key competitors’ performance and marketing

activities in social media

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

products

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

help the brands respond quickly to and manage crises

• Media buy: tell the brands where to launch social media marketing activities and

advertisements

• Online campaign tracking and evaluation

Contact us:

Production: CIC Notebook Team

Time Period: 2008 Jan-Dec

CIC Contact: Wayne Wu ([email protected])

mailto:[email protected]

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。

cic notebook report teaser

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