EYES ON ME: Monthly Highlight of China Viral Video (Nov 2009)
Posted on | December 8, 2009 | 4 Comments
EYES ON ME is a post series on IN2marcom. It is a monthly highlight of popular Chinese viral brand videos in the period. A viral video is a video clip that gains widespread popularity through the process of Internet sharing, typically through email or instant messaging, blogs and other media sharing websites.
In November, some brands utilized viral video as a channel to promote their campaigns. Chevrolet again delivered a new video for the “CRUZE, Chasing in Marcao” campaign. RedBull produced five rough clips for the “It’s Time for RedBull” campaign and P&G made a clip for a campaign of LivingArtist. Castrol kicked off its 2010 World Cup sponsorsip program through three well-done videos. This month, some IT brands also stood out, including IBM Cognos, Lenovo ThinkPad, and Lenovo IdeaPad. Last but not least, 2009 ONE SHOW (CHINA) Young Ceative Competition generated a lot of awesome viral videos for HP, the sponsor of the competition.
1. “Chasing in Marcao – The Bounty Hunter” | CRUZE / CHEVROLET / Shanghai GM
View: 817,297 | Comment: 194 | Favorited: 15 | Embed: 22
2. “It’s Time for RedRull – Watch Derby Match” | RedBull
View: 384,476 | Comment: 138 | Favorited: 5 | Embed: N/A
3. “It’s Time for RedBull – Make Your Husband Love Shopping” | RedBull
View: 233,256 | Comment: 180 | Favorited: 16 | Embed: N/A
4. “It’s Time for RedBull – Chase Beautiful Girl” | RedBull
View: 308,172 | Comment: 193 | Favorited: 22 | Embed: N/A
5. “It’s Time for RedBull – Play Mahjong” | RedBull
View: 176,770 | Comment: 122 | Favorited: 3 | Embed: N/A
6. “It’s Time for RedBull – Hang Out in The Night Club” | RedBull
View: 229,185 | Comment: 146 | Favorited: 5 | Embed: N/A
7. “Kleif Makes Professional Spa at Home” | P&G LivingArtist
View: 212,138 | Comment: 550 | Favorited: 352 | Embed: 118
8. “A Middle-aged Lady Juggle The Tofu” | Castrol
View: 1,604,643 | Comment: 71 | Favorited: 194 | Embed: 118,281
9. “A Man Juggle The Briquet” |Â Castrol
View: 586,968 | Comment: 8 | Favorited: 19 | Embed: 352
10. “A Boy Juggle The Shoe” | Castrol
View: 931,648 | Comment: 16 | Favorited: 39 | Embed: 1,688
11. “Magic” | IBM Cognos
View: 81,691 | Comment: 34 | Favorited: 8 | Embed: 184
12. “38,756 Piece of Stickies” | Lenovo ThinkPad
View: 973,083 | Comment: 348 | Favorited: 366 | Embed: 373
13. “The Zebra Girl – UU” | Lenovo IdeaPad
View: 1,001,518 | Comment: 1,164 | Favorited: 306 | Embed: 152
14. 2009 ONE SHOW (CHINA) Young Ceative Competition – viral video for HP MyStage
please click here to check out all the finalist videos (very awesome)
Any time, when you come across a Chinese viral video, please do me a favor to dig it out. You just need to send the video URL to EYES-ON-ME@in2marcom.com, I will add it to the monthly list. I believe EYES ON ME will be a comprehensive and authentic highlight for China Viral Video under everybody’s collaboration. Bravo! Bravo! Bravo!
Tags: CRUZE, Castrol, Chevrolet, EYES ON ME, HP, IBM, IBM Cognos, IdeaPad, Lenovo, LivingArtist, ONE SHOW, P&G, RedBull, SGM, Social Media, ThinkPad, Video, Viral MarketingTags: CRUZE > Castrol > Chevrolet > EYES ON ME > HP > IBM > IBM Cognos > IdeaPad > Lenovo > LivingArtist > ONE SHOW > P&G > RedBull > SGM > Social Media > ThinkPad > Video > Viral Marketing
Global Case Sharing: IKEA Facebook Showroom
Posted on | November 19, 2009 | No Comments
Recently, Forsman & Bodenfors made a creative social media campaign for IKEA to promote the opening of the new IKEA store in Malmö.
The campaign started with creating a profile page of the store’s manager, Gordon Gustavsson. Then Gordon uploaded 12 pictures of store’s showrooms to his photo album. Within a two-weeks period, the person who tagged their names on a product first can won the item. Through the campaign, people gladly added their name to an “interactive IKEA catalogue” and spread to all of their friends via FB profile page, newsfeed, links, etc.
Check out below video, it is a great animated showcase.
Regrettably, today I read a post by Mandi Bateson which said Facebook wouldn’t allow such competition any more due to its new promotion guidelines:
Tags: Digital Marketing, Facebook, IKEA, IKEA Facebook Showroom, Social Media, Social NetworkingTwo weeks ago Facebook changed their promotion guidelines to only allow competitions through applications and only with prior consent from Facebook. This means no 25 words or less responses to status updates, no uploading photos to walls, no using fan profile photos nor even referencing Facebook as part of the competition.
Tags: Digital Marketing > Facebook > IKEA > IKEA Facebook Showroom > Social Media > Social Networking
“Making Sense of IWOM” 3: How Brands Can Participate in Online Communities
Posted on | November 12, 2009 | 2 Comments
Today, CIC released its latest white paper Making Sense of IWOM – Topic Three: How Brands Can Participate in Online Communities. This white paper is the final installment in a series of three white papers, including two earlier studies, “The Role of Internet Word of Mouth in Purchase Decisions” and “How IWOM is generated and disseminated.”
The findings in this study are based on comprehensive qualitative and quantitative offline research conducted by CIC in Beijing, Shanghai, Guangzhou and Chengdu. Topic 3 looks to evaluate consumer online behavior and provide suggestions for how brands can participate in online communities based on these consumer preferences. Below are some top-line findings and highlights from the study.
Do netizens want companies to listen to IWOM and participate in online communities?
The majority of netizens are positive towards companies listening to IWOM and participating in online communities.
- 52.7% of netizens interviewed responded positively to the idea of companies listening to IWOM.
- 47.2% of respondents do want companies to participate in online communities so that they can communicate with the companies directly.
About 40% of respondents are indifferent to companies listening and participation with concerns over the sincerity and motivations of companies’ listening to IWOM and participating in online communities.
How should companies participate in online communities?
Based on the research, netizens’ online communication platform preferences are as follows:
- 68% of respondents prefer to communicate with brands on third-party BBS over other platforms.
- 37.3% of respondents prefer to communicate with brands on company BBS hosted on an official website.
- 24.5% of respondents prefer to communicate with brands on a company blog hosted on an official website.
- 10.8% of respondents prefer to communicate with brands on a company blog hosted on a third-party website.
CIC recommends that companies abide by the following e-community participation principles: be transparent about their participation, use friendly behavior, avoid interrupting the community dynamic, respect efluencers’ independence and be fair in response to complaints.
What kinds of online campaigns will attract netizens’ participation?
Based on the research, CIC found consumer preferences for campaign activities and rewards.
- Entertainment-driven activities are the most attractive to netizens overall, followed by product experience activities.
- Male respondents had more passion towards communication-driven activities and lottery driven activities; female respondents preferred product experience and event-driven activities.
- Cash or gift items were the most attractive rewards to netizens, followed by opportunities to join offline activities and free product trials.
- Male netizens care more about the emotional satisfaction of being recognized during the activity; female netizens prefer more practical incentives such as financial incentives or experience opportunities.
Below is the full report:
Send me a message to jason.zhanjia@in2marcom.com if you want a PDF version.
Disclosure: CIC was my former employer from August 2006 to June 2009.
Tags: CIC, China Social Media, IWOM, Internet Word of Mouth, Making Sense of IWOM, Making sense of the buzzTags: CIC > China Social Media > IWOM > Internet Word of Mouth > Making Sense of IWOM > Making sense of the buzz
EYES ON ME: Monthly Highlight of China Viral Video (Oct 2009)
Posted on | November 3, 2009 | 4 Comments
EYES ON ME is a post series on IN2marcom. It is a monthly highlight of popular Chinese viral brand videos in the period. A viral video is a video clip that gains widespread popularity through the process of Internet sharing, typically through email or instant messaging, blogs and other media sharing websites.
Following last month’s heavy podcast, automobile brands like FAW Volkswagen and Shanghai Volkswagen still actively took advantage of viral videos to promote their new models in October. The other two major product launches in this month were the Windows 7 and China Unicom’s iPhone, of course Microsoft, China Unicom, and Apple won’t forget to made viral clips to catch as much attention as possible. At the same time, Unilever’s Lipton brand contributed some cool videos produced by AKQA.
1. “Let Designer Tell You About Golf 6″ | GOLF6 / FAW Volkswagen
2. “Crazy Car Trilogy – Episode 2: Save Energy” | SUPERB / SKODA / Shanghai Volkswagen
“Crazy Car Trilogy – Episode 1: Parking Disturbance”
3. “It’s Your PC, Simplified” | Microsoft, Windows 7
4. “iPhone and WO” | China Unicom
5. “An Introduction to iPhone 3GS” | Apple, iPhone 3GS
6. “Happy Afternoon In The Office: Sugar + Red Tea” | Unilever, Lipton
7. “Happy Afternoon In The Office: Lemon + Red Tea” | Unilever, Lipton
8. “Happy Afternoon In The Office: Milk + Red Tea” | Unilever, Lipton
Any time, when you come across a Chinese viral video, please do me a favor to dig it out. You just need to send the video URL to EYES-ON-ME@in2marcom.com, I will add it to the monthly list. I believe EYES ON ME will be a comprehensive and authentic highlight for China Viral Video under everybody’s collaboration. Bravo! Bravo! Bravo!
Tags: China Unicom, EYES ON ME, Golf, Lipton, Microsoft, SKODA, SUPERB, Unilever, Viral Marketing, Viral Video, Volkswagen, Windows 7, iPhoneTags: China Unicom > EYES ON ME > Golf > Lipton > Microsoft > SKODA > SUPERB > Unilever > Viral Marketing > Viral Video > Volkswagen > Windows 7 > iPhone
Consumers Laugh At China Unicom’s “Castrated” iPhone
Posted on | October 31, 2009 | 2 Comments
On 30th October, along with a high-profile event in Beijing and 30 ceremonies in major cities, China Unicom started selling iPhones equipped for 3G service officially at 2,000 stores nationwide.
Without a key feature of WiFi connectivity and at higher prices than widely available black market models, China Unicom’s iPhones are absolutely not able to satisfy Chinese consumers. As a result, it is ridiculed as a “castrated iPhone”. I came across below cartoon last night. It is a classic visualization of such satire.
According to Baidu Index, the media attention rate of China Unicom’s iPhone has increased 200% in this week, while the consumer attention rate has only grown 51%. Can China Unicom meet its goal of selling 5 million iPhones in three years?
some related reading material
FINANCIAL TIMES: iPhone hits the shelves officially in China
CBS NEWS: iPhone Comes to China without WiFi
WSJ: Chant in Beijing: ‘iPhone! iPhone!’
[China Social Media Jobs]: Razorfish Seeks A Social Media Manager (IT)
Posted on | October 29, 2009 | No Comments
Razorfish is one of the largest interactive agencies in the world. Razorfish helps industry leaders build great brands by creating engaging experiences for consumers wherever they live in the digital world.
Razorfish was acquired by Microsoft as part of its acquisition of aQuantive, but functioned as an independent company. On August 9th, 2009, Microsoft sold the firm to Publicis Groupe. In China, Razorfish purchased Hong Kong and Shanghai based e-Crusade in October 2006 to enter the Greater China market. On March 1st, 2009, e-Crusade rebranded to Razorfish (China).
Currently, Razorfish is looking for a Beijing-based social media manager who is to work on IT & technology clients like Microsoft.
Position: Social Media Manager (Beijing)
Responsibilities:
- Develop and implement social media plan for our clients, which will include IWOM (internet word of mouth program), influencers marketing, partnership program with communities and web2.0 websites.
- Come up programs and partnerships ideas with portals and community websites, work out the details with partners, monitor progress and make any adjustment to deliver good results. The programs will can be tactical or long-term and be in various formats like user generated content, viral campaign, etc. to engage consumers on special topics on the brands / campaigns.
- Develop and implement seeding plan, monitor and moderate participations and interactions, and make any adjustment if needed.
- Engage influencers in the various social community sites, and develop special partnership and program with them to influence their preference on brands / products / campaigns, and get positive discussion on line.
- Establish performance benchmark of the social media campaigns and measurement methodology. Provide tracking and metrics to communicate and validate the community effectiveness, and prepare reports and presentations to client.
Requirements:
- Strong experience in implementing social media programs in key portals, bbs, communities and web 2.0 websites
- Passionate for today’s trends on social networking, user generated content, web2.0.
- Experience on technology clients and familiar with IT portals and communities will be an advantage.
- Experience with, and passion for, creating and consuming new content types: websites, blogs, podcasts, wikis, etc.
- Strong relationship with community sites, web2.0 sites, influencers, to able to implement interesting and unique campaigns.
- Experience handling international brands will be an added advantage
- Good English and good presentation skill will be an advantage.
- A self-starter with the willingness and desire to roll up your sleeves and get the job done.
- Self-motivated showing strong sense of ownership, and enjoy satisfaction of implementing your ideas/plans and see the results.
If you are qualified and interested in this job, please send your resume to jobs@in2marcom.com and DO include “Razorfish Social Media Manager” in your email title.
Disclosure: Razorfish is my current employer. I am the head of social media China.
Tags: China Social Media Jobs, Influencer, Interactive Communication, Internet Word of Mouth, Microsoft, Online Community, Razorfish, Social Networking, aQuantive, e-CrusadeTags: China Social Media Jobs > Influencer > Interactive Communication > Internet Word of Mouth > Microsoft > Online Community > Razorfish > Social Networking > aQuantive > e-Crusade
[China Social Media Jobs]: Effect Ripple Needs An Online Community Manager
Posted on | October 28, 2009 | No Comments
Effect Ripple is a Shanghai-based social media / word-of-mouth agency, seamlessly integrating proven and leading edge strategies in Influencer Marketing and Social Media Marketing. Effect Ripple specializes in creative online community building for lifestyle fashionable consumers and their brands. Their work helps keep brands engaging and develops a passionate customer base.
Currently, Effect Ripple is seeking an online community manager who is responsible for developing client schedules and leading a social networking team. The candidate will also need to help develop creative online campaigns around the online communities.
Position: Online Community Manager (Shanghai)
Responsibilities:
- Serve as the primary point of contact for multiple communities and provide best practice guidance in the areas of content and service development, event programming, online facilitation, member outreach, etc.
- Drive to completion, from investigation to delivery, initiatives that use community, social networking, and other technologies to increase community participation.
- Develop and post interactive content that encourages participation and the development of member-generated content to ensure that the community is achieving its objectives.
- Monitor and moderate community participation to ensure that rules of engagement are adhered to.
- Provide tracking and metrics to communicate and validate the community interaction.
Requirements:
- Bachelors degree; 3+ years experience in Online Product Marketing / Management, Communities or Self Service Support Programs in a high tech company.
- Overwhelming passion for today’s social networking and collaboration technologies.
- Experience building online interaction among members of a large-scale technical community around novel and complex technologies.
- Experience with, and passion for, creating and consuming new content types: websites, blogs, podcasts, wikis, etc.
- Specific experience identifying and utilizing appropriate content streams: transcripts, articles, surveys, web seminars, podcasts, wikis, blogs, etc.
- Strong interpersonal skills with a desire to work cross-functionally and in teams.
- A self-starter with the willingness, and desire, to roll up your sleeves’ and get the job done.
- Proven history of developing new, sustainable processes.
- Preference for working in a fast paced, entrepreneurial, start-up environment.
Salary: Depending on experience; probation is required.
If you are qualified and interested in this job, you can send your resume to jobs@EffectRipple.com. Please also refer to IN2marcom in the email.
Tags: China Social Media, China Social Media Jobs, EffectRipple, Interactive Communication, Online Community, Online Community Manager, Social NetworkingTags: China Social Media > China Social Media Jobs > EffectRipple > Interactive Communication > Online Community > Online Community Manager > Social Networking
China Digital Brand Index
Posted on | October 27, 2009 | No Comments
On 22 October 2009, Edelman APAC launched the first ever quarterly Digital Brand Index (DBI) derived from Brandtology data. The DBI is the first research project to compare online conversation and digital engagement across eight markets (China, Hong Kong, Taiwan, India, Indonesia, Malaysia, Singapore, and Australia) in Asia Pacific. The study is based on 800,000 online mentions of 233 major technology brands, contained within 4,348 influential channels monitored between July and September 2009.
Key findings in China Digital Brand Index:
- 173,533 online conversations pertaining to 67 large technology brands, contained within 779 influential channels monitored between July and September 2009.
- Nokia and Samsung topped the rankings by way of volume of conversations. The top ten most mentioned technology brands are as below.
- 1. Nokia | 19,907 mentions
2. Samsung | 14,598 mentions
3. Google | 11,910 mentions
4. Microsoft | 9,632 mentions
5. Sony | 7,526 mentions
6. HTC | 7,247 mentions
7. Oracle | 6,512 mentions
8. Sony Ericsson | 6,228 mentions
9. Dell | 5,834 mentions
10. MSN | 5,514 mentions - With 3.0 brand mentions for every person, Sony Ericsson, led Oracle (2.8) in terms individual engagement across the 67 brands researched.
- While a number of examples of brands engaging with bloggers were found over the three month research period, no proactive examples of engagement with forums or news sites, which constitute 98.34% of all conversations monitored could be found.
For more details and market-by-market fact sheet downloads, link here.
For more insights and implications from DBI, link here to a blog post by John Kerr, Edelman Digital Asia Pacific head.
To better understand the methodology of this research, link here. (I think this is very essential)
Tags: Asia Pacific, Australia, Brandtology, China, DBI, Dell, Digital Brand Index, Edelman, Google, HTC, Hong Kong, IWOM, India, Indonesia, Internet Word of Mouth, MSN, Malaysia, Microsoft, Nokia, Oracle, Samsung, Singapore, Social Media, Sony, Sony Ericsson, TaiwanTags: Asia Pacific > Australia > Brandtology > China > DBI > Dell > Digital Brand Index > Edelman > Google > HTC > Hong Kong > IWOM > India > Indonesia > Internet Word of Mouth > MSN > Malaysia > Microsoft > Nokia > Oracle > Samsung > Singapore > Social Media > Sony > Sony Ericsson > Taiwan