Today is the 1st anniversary of the “512 Wenchuan Earthquake”. The 8.0-magnitude quake on May 12th last year left more than 87,000 people dead or missing.

At this moment, let’s mourn for the victims and recap how the engaged netizens can play such a significant role in sharing and even shaping the aftermath. Sichuan earthquake is the prime example of such power, more than 911, more than Katrina……

Recently, I came across with a newly-established grassroot musical ensemble, called Mr. Before. I knew it since somebody recommended it on BBS. Same as other original and independent musicians/bands, Mr. Before popularize itself through Neocha, Tudou, Youku, etc.

Yesterday, Chinese young “creatives” (musicians, artists, writers, designers, etc) were under-represented by mainstream media and lack effective distribution platforms. Today, even there is no more Super Girl, they still can exposure themselves through social media and digital channels……

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……