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IWOM Audit Report for Unilever

IWOM Audit Report for Unilever

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IWOM Audit Report for Unilever

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  1. IWOM Audit Report for Unilever Data Period: Jan-Dec 2009 CIC Contact: Abel, Abel.dong@cicdata.com Report last edited: May 2010

  2. REPORT CONTENT • Research Background • Research Methodology • Executive Summary • Report Content • Category Culture • Category IWOM Overview • Brand IWOM Overview • Campaign IWOM Overview • Competitors Intelligence Case Study • E-Community IWOM Overview • E-community Case Study: Vertical VS. Portal Site • Appendix IWOM Audit for Unilever Jan-Dec 2009

  3. Research Background

  4. IWOM IN CHINA: What is IWOM and where does CIC find it As the leader in the industry, CIC coined the term “Internet word of mouth” in early 2005 and enhanced it in 2007 Oct. IWOM Definition: Text and multimedia content related to companies, products or services shared by netizens, including brands and consumers, via online community platforms such as BBS (online message boards), blogs, video, photo and SNS sites. For more on this definition, see our blogs here (EN) and here (CN) Skincare Online IWOM Yearly Audit 2009 4

  5. RESEARCH DESIGN What we analyze: Data panel includes but not limit to: Buzz content analysis includes: • Brand analysis includes: Category Brand Product Hair Issues Campaign E-Community and more… and more… Skincare Online IWOM Yearly Audit 2009

  6. RESEARCH DESIGN What is site, forum and conversation Site, Forum Website (网站) Forum (论坛) Conversation These are the conversations (对话列表) One conversation means one topic (一个对话针对一个主题) Skincare Online IWOM Yearly Audit 2009

  7. RESEARCH DESIGN What is conversation, post, topic post, reply post, poster and replier Poster and Replier Conversation, Post, Topic post, Reply post Conversation (对话) Poster (发帖人) Topic Post (首帖) Post (帖子) Reply Post (回帖) Replier (跟帖人) Skincare Online IWOM Yearly Audit 2009

  8. DATA COLLECTION: 5,292,052 posts were collected from 27 sites written by 617,300 posters from Jan – Dec 2009 Skincare Online IWOM Yearly Audit 2009

  9. Research Methodology

  10. CIC IS UNIQUE:Our analysts use proprietary technology to help you make sense of the buzz Using proprietary technology, CIC tracks tens of millions of BBS and blog messages every month to tell you how muchtalk there is, who’stalking, where they are talking, and if the talk is good or bad. Most importantly, our analysts tell you what it all means and what you can/should do about it. PROPRIETARY TECHNOLOGY UNMATCHED IWOM EXPERIENCE EXPERT ANALYSTS Skincare Online IWOM Yearly Audit 2009

  11. CIC DATA BUZZ MEASUREMENT PROCESS Data Collection Identify relevant source of online conversation source Using customized tools and industry term library collecting data Filter out irrelevant and duplicate data and assess data quality Data Mining Eexpertsconstruct product & driver categorization Data mining by powerful natural language mining tools Human quality assurance for data mining result Data Analysis Using customized tools to analyze buzz volume and content Experienced analyst to dig out insights behind IWOM dynamics Buzz findings Delivery on regular basis in flexible format Skincare Online IWOM Yearly Audit 2009

  12. RESEARCH METHODOLOGY: CIC data buzz measurement KEY indicators / abbreviations • Conversation (对话): several posts set which including topic posts and reply posts, commonly more than one post • Post (帖子): the message posted via online social media • Conversation Participation Rate (CPR): average post no. in every conversation • Poster (发帖人): the person posted the message • Buzz Volume (讨论量): the number of posts relevant to the Buzz • Product Buzz (产品讨论): the post relevant to some industry/brand/product • Buzz Driver (网络讨论要素): the post relevant to a specific aspect of theindustry/brand/product such price, advertisement, package, spokesman, etc. • Efluencer (网络社区意见领袖): most active posters, who post more and build some buzz influence Skincare Online IWOM Yearly Audit 2009

  13. Hair Care Project LUX Shampoo Conditioner Clear Shampoo Conditioner HAZELINE RESEARCH METHODOLOGY: Product Buzz evaluation, to identify which product is being discussed Product Tree Product Tree Data Mining According to nature of online discussion, our expertswill construct suitableproductbuzz categorization via powerful natural language mining tools Note: the tree showed here is a small part of the product tree, which for example. Skincare Online IWOM Yearly Audit 2009

  14. Hair Care Project Using Effects Dryness Shiny Function Oil control Sun block Odor RESEARCH METHODOLOGY: Buzz Driver evaluation, to identify which aspect of products is being discussed Driver Tree Data Mining According to nature of online discussion, our expertswill construct buzz driver categorization via powerful natural language mining tools Driver Tree Note: the tree showed here is a small part of the drive tree, which for example. Skincare Online IWOM Yearly Audit 2009

  15. RESEARCH METHODOLOGY: For each product or driver term mention, we Identify them by many related keywords For Example: Brand name: LUX Keywords: LUX 力士 Product name: Shampoo Keywords:Cleanser 洗发水 香波 洗发产品 洗发乳 洗发膏 洗发精 洗发露 Drive term: Expensive Keywords:价格高 价格相对高 价格很高 贵 不实惠 不便宜 Note: each item has many keywords to ensure the coverage and accuracy of collected data. Skincare Online IWOM Yearly Audit 2009

  16. RESEARCH METHODOLOGY: CIC data buzz measurement coverage Buzz Volume Buzz Content • How many mentions of LUX products and campaigns? • How many mentions of AQUAIR? • How many mentions of LUX/AQUAIR associated with each other? • …… Buzz Sentiment • What are they talking about brand, products and campaigns of LUX? • What are they talking about AQUAIR? • What are the key element / features of LUX product they care about? • …… Buzz Source • What are their feelings about LUX brand, products and campaigns • What are their attitudes toward AQUAIR • Which online marketing promotions do they like or dislike? • …… • Where are they talking about LUX and AQUAIR? • Which type of social media platforms generate most of LUX buzz? • Where can LUX strengthen your online social media placement • …… Efluencer • Who are LUX fans? • Where are LUX fans talking about LUX(which site and which forums)? • Who are influencing and leading others’ opinions? • …… Note: various research objective and scope may have different combination of buzz measurement coverage Skincare Online IWOM Yearly Audit 2009 16

  17. Executive Summary

  18. EXECUTIVE SUMMARY FOR CATEGORY IWOM (1) Summary: • Category Culture Summary: DIY • Spoofing culture and DIY culture showed the creativity of netizens in hair care category • CIC Implication for Category Culture: What does this mean to Unilever • Brand could consider campaigns that encourage netizens to submit their receipt of hair DIY and then receive rewards from the brand. • Brand could consider photo sharing campaign of netizens’ DIY. Netizens could submit or upload photo of DIY to a website appointed by the brand. This could enhance the relationship between consumers and brand IWOM Audit for Unilever Jan-Dec 2009

  19. EXECUTIVE SUMMARY FOR CATEGORY IWOM (2) Summary: • Category Culture Summary: TCM • TCM is the trend for its safe, reliable and natural lifestyle. Brand could also incorporate this concept in the online communication • CIC Implication for TCM: What does this mean for brand • Enhance the relationship between the brand and TCM in terms of both material and technology • Incorporate this concept in the online communication IWOM Audit for Unilever Jan-Dec 2009

  20. EXECUTIVE SUMMARY FOR BRAND IWOM OVERVIEW Summary: • LUX IWOM Summary • LUX’s buzz volume were in the middle of all 24 brands, ranked 1st of all 3 Unilever brands • LUX NSR increased in the second half year of 2009 for more positive posts and less negative posts • LUX has some loyal consumers which were less likely to change another brands • Netizens liked LUX for its smooth, good fragrance and hair improve ability, while some of them thought it caused dandruff • Shiny was the most mentioned hair aspects of LUX • E-community: Club Sohu and Yoka got most buzz volume followed by 163.com IWOM Audit for Unilever Jan-Dec 2009

  21. EXECUTIVE SUMMARY FOR E-COMMUNITY IWOM OVERVIEW Summary: • Clear IWOM Summary • Clear enjoyed a higher NSR in the second half year of 2009 for the increased positive posts at Yoka • Netizens have good user experience of Clear and they recommended it to their friends, which made Clear a good reputation • Netizens praised Clear for its good cleaning effect and dandruff improvement ability. They thought Clear was suitable for oil hair, which, however, might be a little dry • Scalp was the most mentioned hair aspects of Clear • The spokesman – Xiao S was favored by the netizens for her unique character • E-community: Trends and Yoka got most buzz volume followed by Sohu IWOM Audit for Unilever Jan-Dec 2009

  22. EXECUTIVE SUMMARY FOR E-COMMUNITY IWOM OVERVIEW Summary: • HAZELINE IWOM Summary • Netizens thought that Hazeline could soften the hair and deal with hair issues, such as split ends • Hazeline was considered as a brand with good price and good smooth effect • Shiny was the most mentioned hair aspects of Hazeline. Netizens liked the black sesame shampoo for its black and shiny effect • E-community: Yoka and Sohu got most buzz volume, followed by Tianya IWOM Audit for Unilever Jan-Dec 2009

  23. Category Culture

  24. CATEGORY ONLINE SPOOFING CULTURE (1) Jackie Chan’s commercial for Bawang generated several spoofing videos online, which got many views and was praised for the creativity and interestingness Link Link Link Spoofing IT version Patrick Keung Ho-men imitate version “Ponyo on the Cliff” version The netizen used “Ponyo on the cliff “ (悬崖上的金鱼姬)as the background music of Bawang commercials and rewrite the lyrics. A netizen made the flash about Windows 7 in the way just like the Jackie Chan in Bawang commercial. Keung Ho-men(姜皓文) was totally imitating Jackie Chan in the spoofing video. IWOM Audit for Unilever Jan-Dec 2009

  25. CATEGORY ONLINE SPOOFING CULTURE (2) Netizens also adapted the Bawang commercial messages. They used the same sentence pattern to write nearly all the things in life the play truant version the original version the space service version the reply post version Link the WOW version the giving seat version Link Link IWOM Audit for Unilever Jan-Dec 2009

  26. CONSUMER INSIGHTS FROM INTERESTING TOPICS (1) Netizens were more likely to discuss DIY in March and February Total hair DIY buzz volume in 2009 is 15,169 posts Total hair DIY poster in 2009 is 6,859 IWOM Audit for Unilever Jan-Dec 2009

  27. CONSUMER INSIGHTS FROM INTERESTING TOPICS (2) DIY culture of hair care was the hot topic when netizens talked about hair care Economical, interest, convenience, safety Maintain proper pressure on hair Natural material and safe product Tools includes: Plastic sheet, towel, bowl, scoop, heating machine and so on. Netizens prepare themselves with all kinds of tools Once or twice a week for hair conditioning DIY IWOM Audit for Unilever Jan-Dec 2009

  28. CONSUMER INSIGHTS FROM INTERESTING TOPICS (3) - Netizens used many different materials to DIY hair care - DIY tips include how to choose tools, materials and notes in DIY process Materials Egg Olive Oil Lemon Juice Milk Bear Apple Juice Ginger Juice Essential Oil DIY tips Click to access the raw data • Sample Quote: • 同时我选择使用粗齿的梳子,因为它不会伤头发。(Link) • In the meantime, I choose thick tine comb, because it won’t hurt the hair. • 切忌用热水,会令蛋汁变熟黏在发上,难以洗净。(Link) • Do not use hot water. Otherwise the egg white will stick to the hair, which is hard to clean. • 不妨在洗澡时给头发上发膜,浴室内的蒸汽会帮助头发吸收发膜里的营养。(Link)You could try make hair mask, while taking the bath. Because the steam in the bathroom will make it easier to absorb nutrients. IWOM Audit for Unilever Jan-Dec 2009

  29. CONSUMER INSIGHTS FROM INTERESTING TOPICS (4) Different DIY ingredients with different consumers’ hair needs, please see below for details IWOM Audit for Unilever Jan-Dec 2009

  30. Summary CONSUMER INSIGHTS FROM INTERESTING TOPICS (5) Netizens sought for personalization and gained the sense of achievements via DIY CIC View Netizens like to share their DIY hair care experience online. For the reasons to DIY, they mentioned DIY products would be more nourishing, more economical, more convenient and more natural. When netizens treated hair by themselves, they used towel and shower cap to maintain humidity. Besides, they used preservative films to make the conditioner nourish hair deeper. In netizens’ mind, the frequency of using DIY hair care products (e.g. pawpaw shampoo, vinegar shampoo, etc. ) once or twice per week was appropriate. Details of DIY tips were the key to the effect of DIY products, such as fresh material, maintain time and the pressure when treating hair. Netizens wanted to get more choices for hair care products. They even invented some unique recipes which made them stand out. Netizens would love to share the experience with others, which contains lots of enjoyment. This is a new trend. IWOM Audit for Unilever Jan-Dec 2009

  31. CONSUMER INSIGHTS FROM INTERESTING TOPICS (6) Netizens liked sharing the DIY picture online Link IWOM Audit for Unilever Jan-Dec 2009

  32. CIC IMPLICATION FOR DIY CULTURAL • Driver for hair care DIY • Personal achievement • Health and trend of life style • Shai culture: sharing and showing. For example, a unique receipt of DIY made a netizen standout in the community • What does this mean to Unilever • A online campaign that encourage netizens to submit their receipt of hair DIY and then receive rewards from the brand. This fuels the R&D of brand • A photo sharing campaign of netizens’ DIY. Netizens could submit or upload photo of DIY to a website appointed by the brand. This could enhance the relationship between consumers and brand IWOM Audit for Unilever Jan-Dec 2009

  33. Summary MARKET UPDATES (1) Naturaland TCM (Traditional Chinese Medicine) was getting popular for the awareness of health As “nature”, “security” and “reliability” have become the common sense when consumers enjoy their health care, beauty care and hair care. For hair care, the netizens wanted to use the products, who claimed “natural” and “safe”. TCM formula could be the main selling point. Besides, Chinese classical culture also influences the netizens. New Rejoice TCM material Clairol herbal essences SLEK silk smooth Head & Shoulders cool summer natural series IWOM Audit for Unilever Jan-Dec 2009

  34. CIC IMPLICATION FOR TCM • Driver for TCM hair care product • Increased awareness of safety and natural life style • In Chinese tradition, TCM means less chemical • What does this mean for brand • Enhance the relationship between the brand and TCM in terms of both material and technology • Incorporate this concept in the online communication IWOM Audit for Unilever Jan-Dec 2009

  35. MARKET UPDATES (2) Netizens thought that TCM was good for health Positive Quotes About TCM 还满喜欢伊卡璐的,好歹是植物配方,比较护头皮。(Link) I like Clairol. At least, it is purely natural and is good for scalp. 追风洗发水是中药去屑的?那我也要买瓶试试,看看效果如何? (Link) Royal Wind is based on TCM? Then I would like to try it. 那我也要买瓶试试了,我比较信赖中药。(Link) I would like to buy it. I trust TCM. 中药成分的霸王洗发水,确实很好用的.我们全家都很喜欢。(Link) Bawang containing the TCM ingredients was pretty good. Our whole family like it. 感觉中药的东西比较好一点,没有刺激性。(Link) I think TCM product is better for no acrimony. IWOM Audit for Unilever Jan-Dec 2009

  36. Category IWOM Overview • Category Buzz Trend Overview • Seasonal Analysis - Brand Level • Hair Issue Analysis

  37. DATA COLLECTION Totally over 5 millions messages were collected written by 812,715 netizens Total collected buzz volume in 2009 is 5,292,052posts Total collected poster number in 2009 is 812,715 Unit: Post IWOM Audit for Unilever Jan-Dec 2009

  38. FYI: DEFINITION OF DATA BASE 2009 Unit: Post IWOM Audit for Unilever Jan-Dec 2009

  39. HAIR CARE BUZZ VOLUME - BRAND LEVEL - 31,307 messages were about hair care brand written by 18,718 netizens - Hair care buzz volume got its peak in September 2009 See next two pages for peak explanations of Nov and Dec 2009 H&S has launched the online campaign of winning the samples which caused 2675 replies and accounted for 50% of the total posts in Sep. (Link) Total hair care brand buzz volume in 2009 is 31,307 posts Total hair care brand poster in 2009 is 18,718 Unit: Post IWOM Audit for Unilever Jan-Dec 2009

  40. HOT CONVERSATIONS ANALYSIS (1) - BRAND LEVEL Shai and User experience sharing related posts triggered hot discussions in November 2009 晒新败的霸王洗发水 Show my new bought Bawang shampoo.(Link) 大爱资生堂Fino高效渗透护发膜 Show my Shiseido Fino hair mask. I love it. (Link) 我的力士护发2姐妹 My LUX shampoo and conditioner. (Link) 开个贴教你怎样选择专业美发品 Teach you how to choose the professional hair care product. (Link) 大众点评霸王洗发水功能产品 Make comments on Bawang shampoo. (Link) Total hair care buzz volume in Nov 2009 is 4,549 posts Unit: Post IWOM Audit for Unilever Jan-Dec 2009

  41. HOT CONVERSATIONS ANALYSIS (2) - BRAND LEVEL Similarly, User experience sharing related posts triggered hot discussions in December 2009 水之密语夜用免洗护发精华 Show my AQUAIR leave-in night hair conditioner.(Link) Cookie的2009 Show my skin care and hair care products. (Link) 生活必需品之——洗发水大调查The survey about shampoo. (Link) 细说毛孔 Say something about the pore. (Link) JMS都来说说你用过的最好用的洗发水吧!我觉得水之密语最好 Talk about the best shampoo you ever used. I think AQUAIR is the best. (Link) Total hair care buzz volume in Dec 2009 is 4,403 posts Unit: Post IWOM Audit for Unilever Jan-Dec 2009

  42. CIC IMPLICATION FOR HAIR CARE BRAND IWOM • There are two types of IWOM that drove hare care brand IWOM • Purchased buzz: brand initiated buzz, online campaign, free product trial, grabbing floor • Pro & Cons: could drive buzz in a short time (for reach and awareness) with limited long term impact (buzz quality will be a challenge for brand) • Organic buzz: generated by netizens who loved this brand • Pro & Cons: is effective for long term brand IWOM in terms of quality and volume • Education program, Q&A session and user experience sharing could be used to generate organic buzz • It is suggested that brand could choose what types of IWOM based on its strategy in short term and long term IWOM Audit for Unilever Jan-Dec 2009

  43. HAIR CARE ATTRIBUTE RELATED BUZZ VOLUME IN2009 Total hair care attribute related buzz volume in 2009 is 224,746 posts Total hair care attribute related poster in 2009 is 75,641 Unit: Post IWOM Audit for Unilever Jan-Dec 2009

  44. HAIR CARE SEGMENT ANALYSIS - ATTRIBUTES LEVEL Shampoo got most buzz volume, followed by conditioner and styling Key words of shampoo: 洗发水 香波 洗发用品 洗发产品 洗发液 and more Key words of conditioner:护发素 护发精华 润发素 护发露 护发液 护发产品 and more Key words of styling: 造型膏 定型膏 发泥 发膏 发蜡 发雕 发冻 and more Total hair segment buzz volume in 2009 is 138,673 posts Unit: Post IWOM Audit for Unilever Jan-Dec 2009

  45. FYI: HAIR CARE SEGMENT ANALYSIS - ATTRIBUTES COMENTION • Shampoo and conditioner were most likely to be mentioned together • Styling was more likely to be mentioned with conditioner, compared with shampoo 13,058 Shampoo 53,143 Conditioner 41.395 241 246 1,953 Styling 12.898 Shampoo ∩ Conditioner = 13,299 posts Shampoo ∩ Styling = 487 posts Conditioner ∩ Styling = 2,194 posts Shampoo ∩ conditioner ∩ Styling = 241 posts • Total shampoo posts in 2009 is 66,688 posts • Total conditioner posts in 2009 is 56,647 posts • Total styling posts in 2009 is 15,338 posts IWOM Audit for Unilever Jan-Dec 2009

  46. HAIR CARE SEGMENT MONTHLY ANALYSIS - ATTRIBUTES LEVEL Buzz volume of Shampoo reached its peak in November while Conditioner related discussion peaked in October Total hair segment buzz volume in 2009 is 138,673 posts IWOM Audit for Unilever Jan-Dec 2009

  47. CROSS BRAND HAIR SEGMENT ANALYSIS (1) For all Unilever brands, Hair Shampoo took the biggest share of buzz compared with Styling and Conditioner Cross Brand Hair Care Segment Buzz Sharefrom Jan – Dec, 2009 L’Oreal Paris IWOM Audit for Unilever Jan-Dec 2009

  48. Category IWOM Overview • Category Buzz Trend Overview • Seasonal Analysis - Brand Level • Hair Issue Analysis

  49. HAIR CARE SEASONAL ANALYSIS - BRAND LEVEL Netizens were more likely to discuss hair care brands in Winter (Q4) and Autumn (Q3) than Spring and Summer Q1 Q4 Q2 Q3 Total hair care brands buzz volume in 2009 is 31,307 posts Unit: Post IWOM Audit for Unilever Jan-Dec 2009

  50. FYI:HAIR CARE SEASONAL ANALYSIS - BRAND LEVEL (WITHOUT BRAND CAMPAIGN) Netizens were more likely to discuss hair care brands in Winter (Q4) than other seasons Q1 Q4 Q2 Q3 Total hair care brands buzz volume in 2009 is 28,650 posts Note: We excluded the H&S online campaign related posts in Q3 Unit: Post IWOM Audit for Unilever Jan-Dec 2009