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1、Topic7: How brands marketing under social media age,IWOM WATCH COMPILATIONS, 2010 CIC,2006-2010,ABOUT IWOM WATCH,什么是网络口碑网论观察: CIC网络口碑网论观察，包括对互联网热点话题、社区文化、最新营销案例三部分内容观察，经由CIC分析师的深度解读，让您于第一时间掌握消费者洞察和数字营销资讯。 作为专业的社会化媒体及网络口碑分析咨询公司， CIC热衷关注网络上的热点事件，并且自2006 年起每月发布网络口碑网论观察月报。不仅是对中国“营销2.0和公关2.0”信息的及时更新，能为品牌
2、，代理制定网络口碑营销战略计划时提供参考。网络口碑网论观察也是CIC为多数客户提供的长期服务之一。 本册网络口碑网论观察合集，精选了自2006年至2010年间有关营销案例部分的7个类别共34篇文章，其中21篇经过整理提供了中英文版本并印刷成册(全部文章请参阅随书附赠的光盘)，为您展示过去4年中网络口碑网论观察的精彩内容。,What is IWOM watch: A monthly trend guide making sense of hottest buzz, unique online culture as well as dissecting case studies of online
3、 marketing campaigns seen in the past month. As a professional social media & Internet Word of Mouth (IWOM) consultancy, we always pay close attention to the latest hot issues online and issue IWOM watch reports every month since 2006. It serves as a timely update of “Marketing 2.0 and PR 2.0“ in Ch
4、ina and can be used as a reference for IWOM strategy planning. It is part of CICs retainer service package for many of our clients. For this IWOM watch compilations, we collected 34 articles and combine into 7 categories, 21 articles in bilingual are printed out for this book (you can get all articl
5、es in CD contained in book), which offer various highlights of our IWOM watch content covering 4 years at a time.,本网络口碑网论观察中的多数图片与相关引用均来自互联网公开信息，凡带CIC字样的图片均为CIC公司所有。任何对本网络口碑网论观察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。,目录,社会化媒体时代下的品牌营销 P6 欧莱雅奏响社会化媒体的奢侈强音 P10 兰蔻水份缘“粉领丽人”开心网火热进行中 P14 东航凌燕飞进社会化媒体，线上展现空乘服务
6、 P17 polo乐活空间大赛定制主题瞄准不同平台不同用户 P19 戴尔利用twitter与消费者互动品牌越来越重视2.0的互动方式,CONTENTS,How brands marketing under social media age P5 LOreals successful practice in Chinese Social Media P9 “Pink Lady” Lancmes online beauty contest held receives widespread exposure P13 600 cabin crew from China Eastern sign up
7、Sina microblog together P17 SVW launched campaign “POLohas“ with QQ，MOP and MSN P19 Dell microblogging: Brands come up with innovative ways to interact with consumers,5,LOreals successful practice in Chinese Social Media,欧莱雅奏响社会化媒体的奢侈强音,Summary LOreal has developed several social media assets to int
8、eract with the wide spectrum of Chinese net users, including four institutional brand sites, for Shu Uemura, Giorgio Armani, Yue Sai and Helena Rubinstein. In addition, Biotherm and Lancme have already built up their branded communities online. Lancmes e-community site, Lancme Rosebeauty, is now the
9、 third-largest beauty BBS in China. The first breakthrough of LOreals social media marketing strategy came after a poem. On a personal blog, Lancme found a fan who had written a powerful poem about the Lancme Rose. The moving poem serves as a typical example of the brand advocacy and “love” that can
10、 be found on personal blogs. This in turn inspired Lancmes “Rose Beauty” poetry campaign. (see related study in our IWOM Whitepaper in 2008),Lancome E-community: Rosebeauty (link),Biotherm E-community: Insidebiotherm (link),IWOM quotes: 这次新一轮的兑换活动，社区很大方，每人都送了两次兑换特权，非常感谢！觉得青春优氧系列比较适合我的皮肤，所以就换了两个青春优氧日
11、霜，是15ML的中样，很不错。/ Everyone can get two chances to exchange the samples during this new round of the reward activity. I really appreciate Lancome. I exchanged my points for two middle size bottles of primordiale skin recharge day cream. (Link),IWOM quotes: 接到碧欧泉的电话真的很惊讶，没想到自己会有礼物。 尤其电话来的女生声音也很甜美，碧欧泉公司
12、也真会请人。天那，我看我这辈子除了碧欧泉，别无他选了简直。哈哈哈哈哈哈 / I was so surprised to get a phone call from Biotherm. I never dreamed they would give me a gift. The voice of the girl on the phone was very sweet, Biotherm is good at hiring. So, I think Biotherm is my only choice forever. (Link),社会化媒体时代下的品牌营销,| Source: April,
13、2010,6,LOreals successful practice in Chinese Social Media,欧莱雅奏响社会化媒体的奢侈强音,兰蔻网络社区(link),碧欧泉网络社区(link),网络口碑摘录 这次新一轮的兑换活动，社区很大方，每人都送了两次兑换特权，非常感谢！觉得青春优氧系列比较适合我的皮肤，所以就换了两个青春优氧日霜，是15ML的中样，很不错。/ Everyone can get two chances to exchange the samples during this new round of the reward activity. I really app
14、reciate Lancome. I exchanged my points for two middle size bottles of primordiale skin recharge day cream. (Link),网络口碑摘录 接到碧欧泉的电话真的很惊讶，没想到自己会有礼物。 尤其电话来的女生声音也很甜美，碧欧泉公司也真会请人。天那，我看我这辈子除了碧欧泉，别无他选了简直。哈哈哈哈哈哈 / I was so surprised to get a phone call from Biotherm. I never dreamed they would give me a gift.
15、 The voice of the girl on the phone was very sweet, Biotherm is good at hiring. So, I think Biotherm is my only choice forever. (Link),社会化媒体时代下的品牌营销,概要 欧莱雅大力发展社会化媒体意图加强与中国网民的互动，其中包括四个品牌网站：植村秀，阿玛尼，羽西和赫莲娜。除此之外，碧欧泉和兰蔻已经建立了自己的网上品牌社区。兰蔻的电子社区网站，Lancme Rosebeauty，现在已经成为了中国第三大美容论坛。欧莱雅社会媒体营销战略的首次突破是源自于一首诗。兰蔻
16、在一个粉丝的个人博客上发现了她为兰蔻所写的充满意境的诗，动人的诗句充分表达了消费者对兰蔻品牌的拥护和喜爱。兰蔻品牌通过聆听消费者的心声获得了灵感，推出了“寻找玫瑰诗人”的活动。(更多信息请参阅CIC 2008年网络口碑白皮书),| 来源：2010年4月刊,7,CIC View Inspired by the poem describing how the product “enriched her life and made it more beautiful”. LOreal launched a campaign called “Who is the Rosebeauty girl?” and saw over 100,000 netizens join in. The big success of this campaign helped LOreal realize that it is important to listen to what consumers are talking about and
