CIC, leading Chinese Internet Word of Mouth (IWOM) research and consulting agency, released a new IWOM whitepaper called “Making Sense of IWOM” – the Role of Internet Word of Mouth in Purchase Decisions on June 18th.

1. Do consumers pay attention to IWOM?
2. Why do consumers pay attention to IWOM?
3. How does IWOM influence consumers’ attitude towards brands?
4. How does IWOM affect purchase decisions?

June 2nd, one day after CIC launched the first Chinese social media analytics dashboard – IWOM Master and SinoTech launched a comprehensive Chinese online reputation monitoring platform – SinoReputation, OgilvyOne China launches its own Chinese IWOM monitoring system & solution – “OBuzz”. What is OBuzz? — OBuzz is a comprehensive influence communications solution including an Internet Word-of-Mouth (IWOM) monitoring tool that can help you understand online consumer discussions relating to your company across thousands of BBS and blogs……

On June 1st, the day CIC launched the first Chinese social media analytics dashboard – IWOM Master, another local agency SinoTech Group announced to launch a comprehensive chinese online reputation monitoring platform – SinoBuzz. I have taken a look at SinoTech’s website, there is no specific login page / interface of SinoBuzz yet. According to a related introduction, it is more focus on IWOM monitoring and tracking. While CIC’s IWOM Master is strong at in-depth IWOM analystic and social media research……

CIC, the leading Internet Word of Mouth (a.k.a Social Media) research and consulting agency in China, formally launched the first Chinese social media analytics dashboard – “IWOM master” on June 1st. This dashboard is the first platform in the world to use sophisticated, patent pending Chinese language text mining technology developed specifically for the unique Chinese social media environment. This analytics tool is capable of ’slicing and dicing’ massive volumes of consumer comments within specific industries in any number of ways, leading to powerful insights for more effective brand communications……

Last week, I wrote a post “Four Steps to Review The Success of An Online Digital Campaign”. It’s an introduction of a four-steps approach to review the digital campaign from various perspective, including digital media, social media, and branding.

Media and/or Digital Agencies are usually responsible for the analytics of step 1 and 2, since they have third party web tools to get such data from the minisite. Step 4, some Research Agencies have the capability to do that. However, for step 3, it’s really a new area for everybody, even those social media agencies……

Recently, my employer CIC issued a book 《“网论我见”博文精选集》 to summarize all the posts from 2007 to 2008 on its Chinese company blog Seeisee. Pretty much valuable and insightful stuff in the book. If you are interested in Internet Culture, Social Media, and Internet Word of Mouth in China, it worth a read…….

Today, I am honor to participate in a workshop with one of my clients, and other agency partners include MillwardBrown ACSR (from branding side), OMD (from media side), and MRM (from digital marketing side). Of course, I am on behalf of CIC (from social media side). The topic of this workshop is to discuss how to review the success of an online digital campaign integratedly and comprehensively from different factors. I cannot disclose too many details due to business confidential and ethics. What I want share today are some key learnings and thoughts from my perspective……