Hong Kong Web Analytics Wednesday #7
- 2. Mission Statement, k-matrix “Enabling excellence in digital marketing communication through premier and quality digital intelligence solutions. Our Mission…
- 3. 2004 2005 2006 2007 2008 2009 2010 Founded by 4 Mphil & PhD PolyU graduates Expanding office to mainland Our Milestones… Hong Kong Awards for Industries: Technological Achievement Certificate of Merit 2008 Established development team in Shenzhen Intelligence covers also Mainland and Taiwan Selected as one of 30 Incubatees of HKSTP Program Cooperated with PolyU Computing Dept Received fund from SERAP provided by HKITC
- 4. We’re … Member of Word of mouth Marketing Association (WOMMA) in Hong Kong Member of HKIM (Hong Kong Institute of Marketing) Honored member and speaker of MEIIAMember of iProA
- 6. Across Different Industries (Finance, Personal Health Care, Retail, Education, Business and Charity) Our Clients…
- 7. We believe public buzz ... can turn into valuable information ... and further leveraged as intelligence .
- 8. Why Digital Intelligence? Consumer opinions become increasing decisive in digital era. Netizens’ buzz are getting more and more credibility. Digital Intelligence is crucial since the whole market is spinning around CUSTOMER.
- 9. from ‘Social Media Monitoring - Top 10 Reasons for Monitoring Brands’ www.toprankblog.com/2008/05/top-10-reasons-for-monitoring-brands-in-social-media “Actively listening means protecting brand reputation, discovering opportunities, staying competitive and avoiding runaway crisis. We need to ...
- 10. Digital Competitive Intelligence Monitoring and Analysis service Email and SMS Marketing service So we design…
- 11. Discover insights from ocean of WOM
- 12. Objectives Listen to word of mouth generated from online CGM help depict WOM pattern, signal and trend and achieve evaluation goals for better marketing and PR strategy deployment and long-term business advancement. Consumer Generated Media, refers to various kinds of media content, publicly available, that are produced by end-users.
- 14. CI Analytics • An all-rounded advanced digital WOM analytics tool CI Focus • A cost-friendly solution alternating CI Analytics with routine monitoring CI SoMe • The first analytics tool for facebook WOM monitoring in HK CI Insights • A tailor-made reporting solutions supported by our professional expertise CI Family
- 15. Advantages • 1,300,000,000 posts contributed by 50,000,000 authors are stored and ready for enquiryLarge Capacity • Up to 90% CGM in HK and Macau • Up to 80% in Mainland China and TaiwanBroad Coverage • Intelligent engine catalyzes 80% reduction in manual operationHigh Efficiency • Advanced drill-down feature provides flexibility for digging consumer intelligence and market insightsFlexible Analysis
- 16. It seems powerful, then what can you do with it?
- 17. You can… Brand Monitoring Keep track and study your brand online exposure. Crisis Management Alert for potential threat on brand reputation. World Expo 2010 opening week, achieved almost 22,000 posts in HK, but the discussion dies slowly…. President of Philippine Aquino III has fairly negative reputation after the hostage event, what should he do?
- 18. You can… Customer Intelligence Understand the true concerns of your customers. Competitors Monitoring Spy on your competitors and learn what they have done. It seems that not all customer like the new favor, but how bad is it? How can we improve it? HTC has definitely done something here, but what is it ?
- 19. You can… Media Planning Find out where your audience are and plan for your next move. Industrial Benchmarking Are you doing good? Try compare yourself with others. Where does McDonald being discussed most? Where is McDonald audience?? If Langham Place (Lower) was doing good with 18 mil page views, Harbor City (Upper) is doing even better with 21 mil views in the past 8 months.
- 20. You can… Campaign Evaluation Demonstrate the campaign performance with detail statistics for ROI calculation. Discover Opportunities Predict potential trends, never miss out any opportunities . When searching “Online Banking”, we discover some people in fact talk about how to use “Online Banking” on smartphones… do these hint a Mobile Banking App? ettusais Jelly Beans Party has driven 840 posts and 159,000 exposure in just a single week!
- 22. Difference between CGM and SNS? CGM – Consumer Generated Media Included: Discussion Forums, Blogs, newsgroups and micro-blogs Characteristics: 1. Active discussion 2. Media decentralized 3. Widely spread story easier. SNS – Social Networking Site Such as: Facebook Characteristics: 1. Less discussion, More sharing 2. Highly centralized, grouping alike people 3. Difficult to spread story than CGM
- 23. Measurement on CGM No. of Topic No. of Post No. of Author No. of Websites (media) No. of View count Discussion Sentiment
- 26. Measurement on CGM – Hot Topics What are the netizen talking about your brand? Any potential opportunities for your brand? Any risk for your brand?
- 27. Measurement on CGM – Top Websites Which websites are more correlated to you? Which websites have more potential consumers? Which website should you put more marketing spending on?
- 28. Measurement on CGM – Top Boards Find out the indication of potential consumers. Locate positioning of your brand more precisely.
- 29. Measurement on CGM – Top Authors Look for the influencers. Look for the potential gunner.
- 30. Measurement on CGM – Author Discussion Profile Author may be a Gunner
- 31. Measurement on CGM – Author Discussion Profile Author may be a Gunner
- 32. Measurement on Facebook Public Groups and Pages No. of Member or Fan No. of Wall No. of Discussion No. of Event
- 35. CHCEDO Social Media Audit Report Jul 2010 presented by k-matrix
- 36. Content Research Objectives & Methodology Digital WOM Landscape Overview Customer Generated media(CGM) Exposure Trend Summary Discussion Pattern Summary Discussion Content Abstract Social Network Service (SNS) Overview on Top 10 Pages/Groups Exposure Trend Summary Engagement Analysis on Most Influential Pages/Groups Cross-profiles Competitive Analysis Exposure Benchmarking Discussion Pattern Research (by Content) Discussion Pattern Research (by Profile) Summary & Recommendation Glossary 36
- 37. Research Objectives & Methodology 37
- 38. Research Objectives To collect digital intelligence of the designated brand by taking advantage of k-matrix CI. To be aware of consumers’ ideas towards the designated brand by researching hot topics online. To figure out consumers’ consideration of purchasing behaviors of skin care products. To provide summary and suggestions in terms of digital intelligence analysis. 38
- 39. Methodology Monitor Period：1/2/2010 – 30/4/2010 Region：Mainland Source Type：CGM (see Glossary) Blog Forum Newsgroup News Profile Name： CHCEDO (自然堂)、OLAY (玉兰油)、L’OREAL (欧莱雅) 39
- 40. Research Scope Monitoring Profiles by Keywords Brand Alias Chcedo 自然堂 Olay 玉蘭油 玉兰油 L’Oreal 歐萊雅 欧莱雅 40
- 41. Research Scope Data Source Forums (General) 天涯论坛 都市客论坛 搜狐社区 网易论坛 新浪论坛 广州论坛 人人网论坛 ChinaRen社区 腾讯论坛 上海热线互动社区 大众论坛 聚友社区 中华网论坛 西祠胡同社区 大众点评网 And relevant 37 sites in total Forums (Female/Fashion) YOKA时尚论坛 时尚论坛 淘宝社区 淘宝帮派 太平洋女性网论坛 VOGUE时尚网 中国时尚论坛 瑞丽论坛 凤网社区 中国女性时尚论坛 And relevant 19 sites in total Forums(Life/Leisure) 都市客论坛 篱笆论坛 潮流长安论坛 And relevant 6sites in total 41
- 42. Research Scope Data Source Forums(Sports) 包卜篮球论坛 詹姆斯中文论坛 克里斯·保罗中文网 街盟论坛 And relevant 11 sites in total Forums(Parenting/Life) 广州妈妈 西安妈妈 新浪亲子女人论坛 中国孕育网 摇篮网 太平洋亲子网 And relevant 10 sites in total Forum(Investment) 昊天投资论坛 绿茶股票论坛 天易投资论坛 银江论坛 海涛股票论坛 理想论坛 鼎砥投资论坛 福建飞狐论坛 And relevant 12 sites in total 42
- 43. Research Scope Data Source Forums(Business/Foreign trade) 慧聪网 阿里巴巴论坛 海运俱乐部 合众外贸论坛 福步外贸论坛 外贸网络营销 外贸网络营销(new) 263在线 Forums(Gaming) 街头篮球 中关村在线论坛_游戏社区 一起NBA Q&A Sites 百度知道 淘宝打听 Forums(Sneaker) 环球鞋网论坛 鞋帮 CN-KIX 触动球鞋论坛 新新球鞋论坛 43
- 44. Research Scope Data Source Forums (Entertaining) 粉丝网主论坛 粉丝网子论坛 众娱网 猪猪乐园 Forums (Lighting) 中国照明网 照明网 照明技术论坛 中国LED网论坛 Forums (Mobile) 网上车市 汽车之友 车天下社区 CHE168 And relevant 10 sites in total Forums (IT) ChinaByte论坛 51CTO技术论坛 IT世界网论坛 ITPUB论坛 太平洋电脑网 IT168gameclub论坛 And relevant 23 sites in total Forums (Photography) 摄出中国 IT168数码影人 44
- 45. Research Scope Data Source Blogs 阿里巴巴BLOG 网易博客 新浪博客 百度空间 天涯博客 And relevant 13 sites in total Forums (Others) 外企白领论坛 中国宠物论坛-PET86 我爱北京交友聚会网(爱北论坛) 年轻e族 Forums (Architecture/Designing) 建筑论坛 中华室内设计网 Forums (National affairs/Culture) 西岸论坛 中国网和平论坛 And more… 45
- 46. Digital WOM Landscape Overview Chcedo 46
- 47. Digital WOM Landscape Overview – Chcedo Exposure Trend Summary on CGM 4,102 Netizens 3,033 Topics 7,989 Posts 2,286,794 View Counts 43.6% Websites Coverage 57.5% Sentiment Index* Trend Overview: 1. YOKA时尚论坛 & 太平 洋女性网论坛 had trial use campaign. 2. 拍拍网社区 had a “美容 达人” recruitment campaign. Statistics: 1 2 47 * Indicating the positive or negative expressions of the posts, version number will change according to regular update of sentiment index.
- 48. Digital WOM Landscape Overview – Chcedo Exposure Trend Summary on CGM Top 10 Influential Sites Top Source Category Post Count* Author Contributio n (%) Sentiment Index(%) Hot Topic Listing (Top 10) 百度知道 Q&A Sites 1,579 1,108 19.7 58.5 Comparing product across different brands; Recommendations; Inquiries about fitness on some products 太平洋女性网 论坛 Forums (Female/Fashion) 1,088 236 13.6 35.0 Promotional campaign (with trial products) ; product review and sharing OnlyLady论坛 Forums (Female/Fashion) 855 65 10.7 95.0 Promotional campaign, skin-care sharing 大众点评网 Forums (Female/Fashion) 778 346 9.7 60.2 Skin-care symposium by Chcedo YOKA时尚论坛 Forums (Female/Fashion) 700 275 8.8 30.8 Premium promotion, promotional campaign 淘宝社区 Forums (Female/Fashion) 417 384 5.4 83.5 Product inquiry and recommendation 淘宝打听 Forums(General) 329 129 4.0 50.2 Authentic products purchasing venue inquiry, products inquiry; new package inquiry 新浪博客 Blogs 264 210 3.3 70.8 Articles repost (eg. news) 拍拍网社区 Forums (Female/Fashion) 255 228 3.2 78.8 Promotional campaign, product review and sharing 西安妈妈 Forums (Parenting/Life) 170 68 2.1 27.6 National prohibited products list, group purchasing requests *Sites ranking is according to no. of posts
- 49. Digital WOM Landscape Overview – Chcedo Discussion Content Abstract •恩 俄用过泊美的保湿乳，还不错啦，用后皮肤多滋润的，是一款性价比 很高的产品 •感觉效果蛮好的，还会继续买的，挺滋润的，感觉用过以后皮肤紧致多了 •自然堂的护肤品还不算很贵，效果还不错。 For •只是霜太油了，如果是干性肌肤就会很适用！！ •价位还可以，但是效果一般，虽然是补水的，但不好吸收的感觉，用完还 是有点干 Neutral •为什么用完自然堂娇颜再生紧致眼霜会起痘痘 •还有自然堂的娇颜再生紧致面膜（才使用过一次）！现在用了后，眼角和 嘴角特别干！皮肤伴有红肿脱皮，还有点痒！ •一点都不好用，不保湿，而且还油，还连带着有点过敏。真是晕死，自然 堂怎么老出这种性价比严重失调的产品。还补水，补油漏水还差不多 Against 49 *Abstract from 太平洋女性网论坛、百度知道， YOKA时尚论坛
- 50. Digital WOM Landscape Overview – Chcedo Overview of Top 10 Pages/Group No relevant Pages/Groups of Chcedo 50 Groups Pages Handling 0 0 Monitored 0 0 Ignored 428 1
- 51. Digital WOM Landscape Overview – Chcedo Exposure Trend Summary on Top 5 Pages/Groups 51 *Monitoring begins from 1st Jul 2010，time span is last 1 month * *Influence of pages and groups is measured by no. of fans and relevance of content 0 Groups with 0 Fans 0 Pages with 0 Fans •0 Posts •0 Authors Walls •0 Topics •0 Posts •0 Authors Discussions •0 People being invited •0 Posts •0 Authors Events No Relevant Data •0 Posts •0 Authors Walls •0 Topics •0 Posts •0 Authors Discussions •0 People being invited •0 Posts •0 Authors Events
- 52. Digital WOM Landscape Overview – Chcedo Engagement Analysis on Most Influential Pages/Groups 52 No relevant Pages/Groups of Chcedo
- 53. Digital WOM Landscape Overview OLAY 53
- 54. 11,800 Netizens 9,717 Topics 28,818 Posts 6,304,364 View Counts 58.9% Websites Coverage 48.7% Sentiment Index* 1. OLAY MEN new series discussion 2. OLAY MEN free trial use promotion Statistics: 21 54 Digital WOM Landscape Overview - OLAY Exposure Trend Summary on CGM Trend Overview: * Indicating the positive or negative expressions of the posts, version number will change according to regular update of sentiment index.
- 55. Top Source Category Post Count* Author Contribution (%) Sentiment Index (%) Hot Topic Listing (Top 10) 大众点评网 Q&A Sites 6,464 1,541 22.4 50.3 promotional campaign, product review and sharing YOKA时尚论坛 Forums (Female/Fashion) 4,170 1,603 14.5 36.0 promotional campaign (with OLAY new product) ; product review and sharing 时尚论坛 Forums (Female/Fashion) 3,080 580 10.7 32.3 promotional campaign (with trial products) ; product review and sharing 百度知道 Q&A Sites 3,005 1,791 10.4 54.5 Comparing product across different brands; Recommendations; Inquiries about fitness on some products OnlyLady论坛 Forums (Female/Fashion) 1,137 221 3.9 79.4 Premium promotion, promotional campaign 广州妈妈 Forums (Parenting/Life) 1,123 349 3.9 54.3 Premium promotion, promotional campaign 新浪博客 Blog 1,109 887 3.8 63.5 Articles repost, price list of products 淘宝社区 Forums (Female/Fashion) 790 716 2.7 80.5 Method of distinguishing between authentic and counterfeit OLAY products, promotional campaign, product review 新浪亲子女人论坛 Forums (Parenting/Life) 740 170 2.6 85.3 Premium promotion 时空网 Forums(General) 722 60 2.5 19.1 Premium promotion 55 *Sites ranking is according to no. of posts Digital WOM Landscape Overview – OLAY Exposure Trend Summary on CGM Top 10 Influential Sites
- 56. •OLAY水漾里的保湿露.很水,味道还好~分量很足~适合混合跟油性皮 •一直怀念她家的保湿露，39元一瓶的那个，觉得可以跟倩碧啫喱黄油媲美， 性价比超高 For •我觉得新包装还好,男士系列太丑了 / 真的？瓶子太丑了，没点美学感Neutral •这么说来用OLAY的人还是挺多的啊。好久么用过这个牌子了，偶尔在柜台 试试总觉得不好，质感要么太稀要么太粗糙。 •我用了过敏 •在试用olay哦，感觉有点干，保湿不好 Against 56 *Abstract from太平洋女性网论坛、百度知道， YOKA时尚论坛 Digital WOM Landscape Overview – OLAY Discussion Content Abstract
- 57. Type Page/Group Name No. of Fans Fans Contribution(%) No. of Wall Posts Wall Contribution(%) No. of Discussion Posts Discussion Contribution (%) No. of Events Page Olay Philippines 48,110 69.7 % 14 14.7 % 0 0 0 Page Olay Natural White 8,793 12.7 % 16 16.8 % 0 0 0 Page Olay Body Care 4,961 7.2 % 30 31.6 % 0 0 0 Page OLAY 4,364 6.3 % 5 5.3 % 0 0 0 Page Olay Australia & New Zealand 811 1.2 % 17 17.9 % 0 0 0 Page OLAY 636 0.9 % 0 0 0 0 0 Page Olay FM 630 0.9 % 0 0 0 0 0 Page Olay Total Effects 264 0.4 % 0 0 0 0 0 Group OLAY 229 0.3 % 13 13.7 % 0 0 0 Page Olay Total Effects Body Wash 187 0.3 % 0 0 0 0 0 57 Groups Pages Handling 3,056 130 Monitored 1 9 Ignored 1,045 84 Digital WOM Landscape Overview – OLAY Overview of Top 10 Pages/Groups
- 58. Discussions Events Wall Posts Fans 0% 20% 40% 60% 80% 100% Discussi ons Events Wall Posts Fans Olay Philippines 0 0 14 48,110 Olay Natural White 0 0 16 8,973 Olay Baby Care 0 0 30 7,961 OLAY 0 0 5 4,364 Olay Austrailia & New Zealand 0 0 17 811 58 0 Groups with 0 Fans 5 Pages with 67,039 Fans *there has no Events and Discussions in the last month Top 5 Most Influential Page/ Groups *Monitoring begins from 1st Jul 2010，time span is last 1 month * *Influence of pages and groups is measured by no. of fans and relevance of content •0 Posts •0 Authors Walls •0 Topics •0 Posts •0 Authors Discussions •0 People being invited •0 Posts •0 Authors Events •83 Posts •35 Authors Walls •0 Topics •0 Posts •0 Authors Discussions •0 People being invited •0 Posts •0 Authors Events Digital WOM Landscape Overview – OLAY Exposure Trend Summary on Top 5 Pages/Groups
- 59. Page Name Olay Philippines No. of Fans 48,110 Earliest Post Found 17 Mar, 2010 Publish Frequency Almost once a day Major Topics Contest, products photo, video clips, conversation Engagement Level Very high Language English Remark - OLAY creates individual pages for different regions Content Abstract 59 Facebook Digital WOM Landscape Overview – OLAY Engagement Analysis on Most Influential Pages/Groups
- 60. 60 Digital WOM Landscape Overview L’OREAL
- 61. 27,424 Netizens 27,299 Topics 73,721Posts 8,763,901View Counts 67.4% Website Coverage 42.3% Sentiment Index* 1. Netizens received L’Oreal Hydrafresh All Day Freshness Moisture Gel trial package 2. Complain about counter service; L’Oreal make-up course sharing Statistics: 1 2 61 * Indicating the positive or negative expressions of the posts, version number will change according to regular update of sentiment index. WOM Overview: Digital WOM Landscape Overview – L’OREAL Exposure Trend Summary on CGM
- 62. Digital WOM Landscape Overview – L’OREAL Exposure Trend Summary on CGM Top 10 Influential Sites Top Source Category Post Count* Author Contribut ion (%) Sentiment Index (%) Hot Topic Listing (Top 10) YOKA时尚论坛 Forums (Female/Fashion) 12,421 3,198 16.8 32.8 Product review and sharing, premium promotion 百度知道 Q&A Sites 11,573 5,135 15.7 55.5 Comparing product across different brands; Recommendations; Inquiries about fitness on some products 大众点评网 Forums (General) 10,161 2,545 13.8 43.0 Premium promotion, trading request, product recommendation 新浪博客 Blog 2,891 2,148 9.0 65.5 Event news, articles repost 淘宝社区 Forums (Female/Fashion) 2,630 2,147 3.9 69.9 Method of distinguishing between authentic and counterfeit products, product quality inquiry 西祠胡同社区 Forums (General) 2,334 905 3.6 55.2 Trading request OnlyLady论坛 Forums (Female/Fashion) 1,976 572 3.2 66.2 Product review and sharing 广州妈妈 Forums (Parenting/Life) 1,805 359 2.7 48.1 Premium promotion, trading request 淘宝打听 Forums (General) 1,768 425 2.4 55.1 product quality inquiry, seek for recommendation 19楼 Forums (General) 1,764 861 2.4 38.3 Premium promotion, trading request, product review and sharing 62 *Sites ranking is according to no. of posts
- 63. •从去年开始一直用欧莱雅的，觉得保湿效果不错 •欧莱雅清 润眼霜来说，这款眼霜保湿效果好的多 •便宜又好用啊 而且不容易过敏 For •前段时间收到“欧莱雅”的 试用装 其中包括水润面膜 带着试试看的态 度试用了一下 用完明显感觉到脸部很舒服 不紧 但是很有弹性 不油 但是 很滋润 Neutral • 花了血本300元买的巴黎欧莱雅“金致臻颜”系列眼霜里竟然发现了一段 黑色的丝条状异物… • 这欧莱雅也有传说中的地沟油。。。。 好惊险啊。。。 Against 63 *Abstract from太平洋女性网论坛、百度知道， YOKA时尚论坛 Digital WOM Landscape Overview – L’OREAL Discussion Content Abstract
- 64. Type Page/Group Name No. of Fans Fans Contribution(%) No. of Wall Posts Wall Contribution(%) No. of Discussion Posts Discussion Contribution (%) No. of Events Page L'Oréal Paris USA 288,899 81.0 % 15 5.5 % 0 0 0 Page L'Oréal Paris 19,531 5.5 % 32 11.7 % 0 0 0 Page L'Oréal Paris France 12,857 3.6 % 55 20.1 % 0 0 0 Page Si toi aussi tu utilisais le shampooing l'Oréal Kids quand tétait petit. 8,738 2.4 % 15 5.5 % 0 0 0 Page L'Oréal Paris 8,168 2.3 % 47 17.2 % 0 0 0 Group L'Oréal 4,606 1.3 % 0 0 0 0 0 Page Texture Expert USA - L’Oréal Professionnel 4,069 1.1 % 38 13.9 % 0 0 0 Group L'Oréal 3,518 1.0 % 0 0 0 0 0 Page L'Oréal Paris | Γιατί σας Αξίζει 3,228 0.9 % 38 13.9 % 0 0 0 Page L'Oréal paris en Algerie 3,051 0.9 % 34 12.4 % 0 0 0 64 Groups Pages Handling 825 217 Monitored 2 8 Ignored 10 3 Digital WOM Landscape Overview – L’OREAL Overview of Top 10 Pages/Groups on SNS
- 65. Discussions Events Wall Posts Fans 0% 20% 40% 60% 80% 100% Discussi ons Events Wall Posts Fans L'Oréal Paris USA 0 0 15 288,899 L'Oréal Paris 0 0 32 19,531 L'Oréal Paris France 0 0 55 12,857 Si toi aussi tu utilisais le shampooing l'Oréal Kids quand tétait petit. 0 0 15 8,738 L'Oréal Paris 0 0 47 8,168 65 0 Groups with 0 Fans 5 Page with 338,193Fans •0 Posts •0 Authors Walls •0 Topics •0 Posts •0 Authors Discussions •0 People being invited •0 Posts •0 Authors Events •164 Posts •5 Authors Walls •0 Topics •0 Posts •0 Authors Discussions •0 People being invited •0 Posts •0 Authors Events *Monitoring begins from 1st Jul 2010，time span is last 1 month * *Influence of pages and groups is measured by no. of fans and relevance of content Digital WOM Landscape Overview – L’OREAL Exposure Trend Summary on Top 5 Pages/Groups *there has no Events and Discussions in the last month Top 5 Most Influential Page/ Groups
- 66. Page Name L’Oreal Paris USA No. of Fans 288,899 Earliest Post Found 08 Aug, 2009 Publish Frequency Almost once a day Major Topics Conversation, products photos, promotions Engagement Level Very high Language English Remark -This page mainly serves USA customer -L‘Oreal has different fan page for each region Content Abstract 66 Facebook Digital WOM Landscape Overview – L’OREAL Engagement Analysis on Most Influential Pages/Groups
- 68. Exposure Benchmarking Customer Generated Media 1 2 WOM Trend Summary 1. Influenced by Spring Festival Holidays, post count has dropped slightly in the first half of Feb. 2. With seasonal changes, promotion with trial products, plus progressive awareness of skin care, an upward trend has been induced in the first half of April. In general, L’Oreal has relatively more products than the other brand, resulting in the biggest number of post count within the monitoring period. 68 0 2000 4000 6000 8000 自然堂 玉兰油 欧莱雅Chcedo Olay L’Oreal
- 69. Website Coverage(WC) Post Per Author(PPA) Post Count(PC) CHCEDO 43.6%(-22.97%) 1.95 (+4.84%) 7,993(-78.31%) OLAY 58.9% (+4.06%) 2.44 (+31.18%) 28,818 (-21.78%) L’OREAL 58.9% (+4.06%) 1.59(-14.52%) 73,721 (+100.09%) Average 56.6% (0.00%) 1.86 (0.00%) 36,844 (0.00%) Exposure Benchmarking Brand WC PPA PC Size: Post Count Compared with OLAY and L’Oreal, Chcedo has the lowest Post Counts and Website Coverage, indicating that the brand exposure of Chcedo has lots of room for improvement. With sound reputation, post count of L’Oreal has a notable advantage among all three brands. Among 3 brands，PPA of netizens who discussed OLAY is 2.44，which is not only higher than that of L’Oreal，but also reflecting a higher engagement of OLAY’s netizens. 69 Keys WC PPA ExposureBenchmarking Customer Generated Media CHCEDO 43.60% 1.95 7,993 OLAY 58.90% 2.44 28,818 L'OREAL 58.90% 1.59 73,721 Average 56.60% 1.86 36,844 0.1 0.6 1.1 1.6 2.1 2.6 3.1 40.00% 45.00% 50.00% 55.00% 60.00% 65.00% CHCEDO OLAY L'OREAL Average
- 70. Discussion Pattern Research (by Content) Integrated Analysis Moisturizing Effect Performance -price Ratio Other Discussion CHCEDO Very nourishing, moisturizing, suitable for oily skin Generally affordable, but some products have low performance-price ratio 活泉 series is moisturizing enough yet may not be suitable for all skin type 彈力 series has quite a lot of positive comment, yet some people has reported that it may cause allergy L’Oreal Good moisturizing effect, comfortable Price is affordable, and not easily cause allergy People favor L’Oreal spokesmen OLAY Comments are fairly neutral on moisturizing effect Negative comment on customer service at counter; but a discontinued moisturizing product has fairly positive comment Some people are found allergic to OLAY products 70
- 71. Discussion Pattern Research (by Content) Summary of Netizens on CGM Among three profiles， relevant brands are most frequently mentioned in these five sites： – 百度知道 – OnlyLady论坛 – 大众点评网 – YOKA时尚论坛 – 淘社区 According to the charts on the left, netizens with the following characteristics are usually exposed to the three brands： – 25-34 – Degree Holder – Annual Income ranged from 30k to 60k** (income slightly below average) Age Education Annual Income *Data Source: www.alexa.com **Currency cannot be shown on alexa due to privacy issue. 71 Above averageBelow average
- 72. Discussion Pattern Research (by Profile) Discussion Pattern of Netizens on CGM Products of these 3 brands are easily discussed in the forums categorized in ”Female / Fashion” Netizens prefer to ask others for the comparison between varied brands and products in「百度知道」, and also seek for suggestions whether fit or not. Many netizens discuss about counterfeit problem and products quality in 「淘宝社区」. Netizens with ”No College” are comparatively much easier to get in touch with topics related to quality of products as well as recommendations Topics which can easily be turned into hot discussion by netizens with 60k - 100k annual income (higher level of salary) are usually: – Promotional campaign with trial product – Product review and sharing *Data source: Alexa (www.alexa.com) Top Source 百度知道 OnlyLady论坛 大众点评网 YOKA时尚论坛 淘宝社区 Site Type Q&A Sites Forums (Female/Fashion) CHCEDO Topic Comparing product across different brands; Recommendat ions; Inquiries about suitability on some products Campaign promotion, skin- care sharing Skin-care symposium Premium promotion inquiry of quality and advice OLAY Topic Premium promotion Promotional campaign, product reviews Promotional campaign with trial product distinguishing between the authentic and counterfeit, inquiry of product qualityL’OREAL Topic Product review & sharing Premium promotion, trading requests advices Product review and sharing on trial product Education Annual Income 72
- 74. Integrated WOM Analysis Factors of purchasing skin care products consumers concerned Online sharing of free trial use after campaign Performance-price ratio Coordination between age and brand (Olay fits senior women more) Effect of using product Product ingredients (especially some prohibited ingredients), allergy testing, etc. Product Packaging 74
- 75. Recommendation Create online WOM Channels •OnlyLady论坛 •大众点评论坛 •YOKA论坛 •淘宝小区 Topics •Promotion campaign •Premium / discount news •New products information Strategy •Create news by gunners before events •Put up banner-ad during event and initiate discussions by gunners Engage potential customers Channels •OnlyLady论坛 •大众点评论坛 •YOKA论坛 Topics •New product press conference •Trial product •Skin-care symposium Strategy •Make potential customers use new products and share the feeling •Engage in the discussion like ”…which product fit me?” guide potential customers Keep customer loyalty Channels •百度知道 •淘宝小区 •Facebook /人人网/开心网 Topics •new product trial-use for VIP •Continuous news publishing •Product review and sharing Strategy •Create page in social media, and proactively communicate with existing customers •answer posts of varied products on some sites like 百度知道 to increase commitment 75
- 76. Recommendation •Some products have zero post found across the net, which may take into consideration that implement some trial-use campaigns so as to strengthen customers’ awareness of new products. Awareness Strengthening •Customers will choose brands in accord with age, positioning of brand would be a constraint of customer base development. To widen age strata of target customer, it should develop products aimed at customers from every age group, strengthen effect of promotion coordinated with appropriated channels Audience Segmentation •Due to strong interests of customers using free trial, after-use sharing and WOM will directly influence purchasing willing of potential customers as an evaluation and suggestion of new products. Cooperating with more online platforms (social media, blog, BBS) or traditional media(magazine about female, wedding, girls) implementing trial-use campaign or doing soft sale can be the trend of promotion. Free Product Trial •Catering to the boom of wholesale enthusiasm, cooperating with e-commerce platform can take into consideration. Strengthen online promotion, provide consumers with believable e-commerce service, combat the counterfeit, and maintain brand reputation. Be Trendy •Deep understanding can help better promotion strategy deployment for target audience. At the same time, being respondent to any negative evaluation instantly can prevent brand reputation from damaging. Mindset Recognition 76
- 77. Glossary 77
- 78. Glossary CGM ： Consumer Generated Media, including forums, blogs, newsgroup, and online instant news. Topics Count：The beginning of the first post. The more the count, the more the related keywords are discussed on the net Post Count：All replied post. The more the count, the higher the exposure of the related keywords Author：Unique number of people who have engaged in related discussion. Websites Count：The number of websites that related discussions have spread, reflecting the exposure of related keywords across the net. Boards Count：The number of boards of all websites, reflecting the exposure of related keywords across the net. Post Spread：The distribution of related keywords across a website. A high spread implies related keywords are more easily to be found (across the site), while a low spread implies the related keywords are in fact very localized in certain boards only. 78
- 79. www.kmindex.asia Social Media Benchmarking Platform
- 80. Tel: (852) 3599 5473 Email: sales@kmatrixonline.com Website: www.kmatrixonline.com Facebook Page: www.facebook.com/KMatrix Address: Unit 206, 2/F, Lakeside 2 (Bldg 16), No. 10 Science Park West Avenue, Hong Kong Science Park, Shatin, N.T. Thank You!