Transcript Skincare Online IWOM Yearly Audit 2009 - CIC

Skincare Online IWOM Yearly Audit
Data Period: 2008 - 2009
CIC Contact: Abel, [email protected]
Report last edited: Mar. 2010
REPORT CONTENT
•
Research Background
•
Research Methodology
•
Executive Summary and Implications for Unilever
•
Report Content
•

IWOM Culture

Skincare Category Buzz Overview

Brand IWOM Overview for Pond’s, Dove and Key Competitors

Case Study for Competitive Intelligence

Product IWOM Overview for Pond’s, Dove and Key Competitor

Online Campaign Analysis

E-community and Efluencer Analysis

Men Care Category Buzz Overview
Appendix
 Consumer Online Behavior
 2008 Skincare Data Overview
Skincare Online IWOM Yearly Audit 2009
2
Research Background
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.
BBS – Community,
Content Driven by Topics
Blog – Diary, Content
Driven by Me
Video - Director, Content
Driven by Contributor
SNS – Network, Content
Driven by Relationships
For more on this definition, see our blogs here (EN) and here (CN)
Skincare Online IWOM Yearly Audit 2009
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RESEARCH DESIGN
What we analyze:
Brand analysis includes:
Data panel includes but not
limit to:
Buzz content analysis
includes:
Category
Brand
Product
Campaign
E-Community
Men Care
and more…
and more…
Skincare Online IWOM Yearly Audit 2009
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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
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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)
Reply Post
(回帖)
Replier (跟帖人)
Skincare Online IWOM Yearly Audit 2009
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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 the
industry/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
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DATA COLLECTION: In Jan-Dec 2009, 14,695,594 posts were
collected from 34 sites written by 1,795,201 posters
Site
(top 10)
Total Posts
Total Posters
Total
Conversations
Posts Share of
Contribution
Sohu
4,028,232
153,545
168,848
27.4%
YOKA
1,825,644
271,689
138,679
12.4%
163
1,235,514
88,799
255,455
8.4%
55bbs
1,182,768
42,586
134,876
8.0%
Tianya
1,122,075
66,156
309,759
7.6%
Rosebeauty
985,143
63,457
40,932
6.7%
Trends
652,228
28,371
39,854
4.4%
Taobao
637,985
85,904
152,361
4.3%
Onlylady
480,056
39,558
71,588
3.3%
19lou
397,458
22,292
118,302
2.7%
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Research Methodology
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 much talk there is, who’s
talking, 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
Skincare Online IWOM Yearly Audit 2009
EXPERT
ANALYSTS
11
CIC DATA BUZZ MEASUREMENT PROCESS
Identify relevant source of online conversation source
Data Collection
Using customized tools and industry term library collecting data
Filter out irrelevant and duplicate data and assess data quality
Eexperts construct product & driver categorization
Data Mining
Data mining by powerful natural language mining tools
Human quality assurance for data mining result
Using customized tools to analyze buzz volume and content
Data Analysis
Experienced analyst to dig out insights behind IWOM dynamics
Buzz findings Delivery on regular basis in flexible format
Skincare Online IWOM Yearly Audit 2009
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RESEARCH METHODOLOGY: Product Buzz evaluation,
to identify which product is being discussed
Pond’s Project
Pond’s
Cleansing
Product Tree Data Mining
Product Tree
According to nature of online
discussion, our experts will
construct suitable product
buzz categorization via
powerful natural language
mining tools
Whitening
Dove
Cleansing
Whitening
Olay
Note: the tree showed here is a small part
of the product tree, which for example.
Skincare Online IWOM Yearly Audit 2009
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RESEARCH METHODOLOGY: Buzz Driver evaluation, to
identify which aspect of products is being discussed
Pond’s Project
Using Effects
Overall effect
Driver Tree Data Mining
Driver Tree
Moderate
According to nature of online
discussion, our experts will
construct buzz driver
categorization via powerful
natural language mining tools
Usage Issue
Allergy
Oily
Skin Types
Note: the tree showed here is a small
part of the drive tree, which for example.
Skincare Online IWOM Yearly Audit 2009
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RESEARCH METHODOLOGY: For each product or driver
term mention, we Identify them by many related keywords
For Example:
Brand name: Pond’s
Keywords: Pond’s, ponds, 旁氏，庞氏
Product name: Cleanser
Keywords: Cleanser, 洗面露,洁面乳,洗面奶,洗面乳,洁面露
Drive term: Expensive
Keywords: 贵,价格高,贵妇级,高消费
Note: each item has many keywords to ensure the coverage
and accuracy of collected data.
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RESEARCH METHODOLOGY: CIC data buzz measurement
coverage
Buzz Volume
• How many
mentions of
Pond’s brand,
products and
campaigns?
• How many
mentions of
Olay?
• How many
mentions of
Pond’s/Olay
associated
with each
other?
……
Buzz Content
• What are they
talking about
brand, products
and campaigns
of Pond’s?
• What are they
talking about
Olay?
• What are the
key element /
features of
Pond’s product
they care
about?
……
Buzz Sentiment
• What are their
feelings about
Pond’s brand,
products and
campaigns
• What are their
attitudes toward
Olay
• Which online
marketing
promotions do
they like or
dislike?
……
Buzz Source
• Where are they
talking about
Pond’s and
Olay?
• Which type of
social media
platforms
generate most of
Pond’s buzz?
• Where can
Pond’s
strengthen your
online social
media placement
……
Efluencer
• Who are
Pond’s fans?
• Where are
Pond’s fans
talking about
Pond’s(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
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Executive Summary and
Implications for Unilever
EXECUTIVE SUMMARY FOR SKINCARE CATEGORY
Summary:
Skincare Category Overview in 2009
•
Buzz volume of skincare category is increasing gradually in the year of 2009
•
Buzz volume peaked in Aug. and Nov. were mainly driven by campaign
•
Lancôme led skin care buzz volume in 2009 followed by Estée Lauder
•
Anti-Aging, Whitening and Hydration are top 3 functions discussed by netizens
•
Comparatively, more function related buzz were generated in Q4
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EXECUTIVE SUMMARY FOR BRAND IWOM
Summary:
•
Brand IWOM Overview in 2009
 General Brand Overview
 Buzz volume of Pond’s and Dove is lower than its key competitors
 Pond’s enjoyed a relatively healthy brand reputation while both Pond’s and Dove’ NSR
were higher than the category average

Brand IWOM Overview for Pond’s
 Buzz volume of Pond’s kept increasing in the year of 2009
 Top 10 conversations about Pond’s generated 41.1% posts of total buzz
 Campaign Post dominated the online discussion of Pond’s (about 70%)
 Using effects of Pond's was discussed most by netizens

Brand IWOM Overview for Dove
 Buzz volume of Dove kept increasing in 2009
 Shai (Showing off) Post dominated the online discussion of Dove
 Using effects Dove was discussed most by netizens followed by Usage Issue
Skincare Online IWOM Yearly Audit 2009
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EXECUTIVE SUMMARY FOR PRODUCT IWOM & E-COMMUNITY
Summary:
•
Product IWOM Overview in 2009

Product Buzz Overview for Pond’s
 About 90% buzz volume of Pond’s was around Whitening Function
 Pure White Cleanser took up most of product buzz volume of Pond’s
 Product Buzz Overview for Dove
 Face Care took up more than half of buzz volume of Dove
 Cleansing led the online discussion in usage series while Night Treatment & Milk took the
most buzz volume in Use effects series
•
E-community Analysis



Sohu is the hottest e-community for skincare
Most buzz about Pond’s is from vertical sites, such as onlylady
Most buzz about Dove is from portal sites, such as Sohu
Skincare Online IWOM Yearly Audit 2009
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Skincare Category
IWOM Culture
ONLINE COMMUNITY CULTURE OVERVIEW FOR SKINCARE
Net language could be leveraged in online communication and
interaction with consumers
Sample Quotes:
我周围很多人都在用旁氏新出的那款三重防护
UV隔离霜，她们都说用着感觉不错，弄得我
心里直长草，实在忍不住，今天我也去败
了一瓶。(Link)//A lot of my friends are using
Triple Shield UV Block of Pond’s, their
recommendation strengthened my desire to
buy it.
Skincare net language
Common net language
晒
打酱油
555
Mamba
818
JS 兽
砳
Yao
败家
大神
VS
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CATEGORY NET LANGUAGE & HOT KEYWORDS
The following typical net language has been widely popular in the
cosmetic universe online
Popular Skincare Net Language
Skincare Term Frequency, 2009
− Sample Quote: 使用效果如何,有想败倩碧的打算.(link)
How effective is Clinique? I plan to buy it.
败/败家
长草
506,216
• 长草 ( to grow weeds): to become interested or willing to try/
buy influenced by someone else’s sharing of their purchasing
experience.
− Sample Quote: 我看同事刚买了一个兰芝套装,长草
啊.(link) My colleague just bought a Laneige set. I’m
growing weeds.
91,614
Post
拔草
种草
• 败/ 败家 (buy/ spend money - Same pronunciation as the
Chinese character): It captures female consumers’ willingness
to spend big on cosmetic products.
36,752
27,137
• 拔草 ( to pull weeds): to decide upon a purchase after much
longing
− Sample Quote: 我要准备拔草了~~~555~~~~哈贵呀~~~不
过抵制不了诱惑.(link) I plan to pull weeds now~~~It’s so
expensive, but I’m afraid I just can’t resist the temptation.
• 种草 (to sow weeds): to recommend a brand/ product through
one’s own usage experience with the intention to arouse the
interest of others
− Sample Quote: 其他还有啥好用的品牌欢迎JMS种草 (link)
Any other brands to recommend? Sisters, feel free to sow
weeds.
Data Source: CIC Cosmetics IWOM Practice Data Panel
Data Base: Total number of skincare category posts, 2009 = 12,547,142
Skincare Online IWOM Yearly Audit 2009
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“SHAI” CULTURE COMPARISON: Products showed off by netizens
in vertical beauty sites were more high end ones while the relatively
lower end products in portal sites
‘Shai’ (Sharing) is the culture in both portal and vertical beauty sites. Netizens are likely to share
their user experiences simultaneously with ‘Shai’, as they tended to share their comments of
products with vivid pictures. Those posts are also considered as more trustable and enjoyable.
Portal site: Dianping
Vertical beauty site: Yoka
Za, Olay, Nivea, Watsons….
Estée Lauder, Lancôme, Dior….
昨天意外发现家里附近的ZA刚好在满200减50，当然
是立减最划算咯！算下来比8折还便宜了5.2元。
(Link)// Quite a surprise to find that ZA was on sale
yesterday. It was even much cheaper than discount.
说到精华，第一想到的肯定都是精华世家雅诗兰黛，神奇
修复ANR小棕瓶，收缩毛孔明星的小绿瓶，奇迹抚痕抗皱
小紫瓶...(Link)// Speaking of essence, the first flashed
into my mind is Estée Lauder, the little brown bottle of
ANR, the little green bottle of pore minimizing, and the
little purple bottle of Wrinkle Lifting Serum …
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DIGITAL EXPRESSION OF SKINCARE – “SHAI” WITH PICTURES
About 70% of the top 50 conversations featured illustration of netizen
comments with photos, which is a manifestation of the prevailing Shai
culture in the skincare category.
Nini
Title: community
moderator
Level: 11
Total posts: 41,347
Credits: 20,088
Allocation of Shai with Pictures
among Top 50 conversations, 2009
30%
Link
Nini showed a long
list of products from
skincare products to
apparel on Sohu
70%
Illustrated with pictures
Not illustrated with pictures
Data Source: CIC Cosmetics IWOM Practice Data Panel
Data Base: Total number of posts belonged to top 50 skincare
conversations 2009 = 149,820
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CIC IMPLICATION FOR SKINCARE CULTURE
CIC implication for Net language
• Talk to netizens and participate in their communities in their language
when launching online campaign/ digital activities
• This could help the brand enhance its online relationships with
netizens
CIC implication Shai culture
• Based on our research, posts with pictures are more likely to attract
netizens attention with visual effect
• Picture has been a important element in skincare IWOM
communication. Brand initiated “user experience sharing” will be more
effective with “Shai” element
Skincare Online IWOM Yearly Audit 2009
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Skincare Category
Buzz Overview
SKINCARE BRAND BUZZ MONTHLY TREND IN 2009:
- Skincare discussion increased gradually in the year of 2009
- Skincare buzz peaked in Aug. and Nov. driven by campaign
Skincare Category Buzz Monthly Trend in 2009
350,000
Campaign for Chinese
Valentine Day on
Lancôme Rose Beauty
drove the post peak in
Aug.(Link1 , Link2)
300,000
250,000
90,000
Product Comment
campaign on Yoka
drove the post peak in
Nov. & Dec.(Link)
Link to case study
80,000
70,000
60,000
200,000
50,000
150,000
40,000
30,000
100,000
20,000
50,000
10,000
0
0
Jan.
Feb. Mar.
Apr. May. Jun.
Jul.
Aug. Sep.
Total Skincare brand buzz volume in 2009 is 2,258,202 posts, coming from 307,987
conversations
Skincare Online IWOM Yearly Audit 2009
Oct.
Nov. Dec.
Unit: Post
31
DATA COLLECTION: In Jan-Dec 2009, 14,695,594 posts were
collected from 34 sites written by 1,795,201 posters
Site
(top 10)
Total Posts
Total Posters
Total
Conversations
Posts Share of
Contribution
Sohu
4,028,232
153,545
168,848
27.4%
YOKA
1,825,644
271,689
138,679
12.4%
163
1,235,514
88,799
255,455
8.4%
55bbs
1,182,768
42,586
134,876
8.0%
Tianya
1,122,075
66,156
309,759
7.6%
Rosebeauty
985,143
63,457
40,932
6.7%
Trends
652,228
28,371
39,854
4.4%
Taobao
637,985
85,904
152,361
4.3%
Onlylady
480,056
39,558
71,588
3.3%
19lou
397,458
22,292
118,302
2.7%
Skincare Online IWOM Yearly Audit 2009
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SKINCARE CATEGORY BUZZ RANKING IN 2009: Lancôme led
Skincare buzz volume followed by Estée Lauder
Top 10 Skincare Brand Ranking in 2009
Buzz Share
15.0%
Lancôme
8.7%
Estée Lauder
6.0%
Clinique
436,871
253,428
175,729
4.9%
L'Oréal Paris
143,064
4.8%
Elizabeth Arden
138,946
4.6%
Dior
134,135
3.2%
Biotherm
3.0%
Guerlain
87,662
2.9%
Chanel
86,071
2.7%
Avène
The e-community Lancôme Rose
Beauty took up 54.9% buzz
volume of Lancôme in 2009.
It is a forum that created and
managed by Lancôme company
to share latest campaign , product
etc. about Lancôme.
92,701
Pond’s: 19,076
Ranked 38th
Dove: 18,522
Ranked 39th
77,999
Total top 10 Skincare brand buzz volume in 2009 is 1,626,606 posts
Skincare Online IWOM Yearly Audit 2009
Unit: Post
33
SKINCARE BUZZ OVERVIEW - BY FUNCTION (1)
Anti-Aging, Whitening and Hydration are top 3 functions
Total Buzz Volume of Skincare by Function in 2009
Anti-Aging
6.7%
Whitening
6.9%
21.7%
Hydration
6.9%
Cleansing
Oil-Control
14.6%
21.5%
UV
Nutrition
19.7%
Special Use
Total Buzz Volume of Skincare Subcategory by Function, 2009 is 638,967 posts.
Note: Special Use is the function such as antiallergic, detox etc.
Link to brand cross analysis
Skincare Online IWOM Yearly Audit 2009
34
SKINCARE BUZZ OVERVIEW - BY FUNCTION (2)
Comparatively, more function related buzz were generated in Q4
Buzz Volume Monthly Comparison of
Skincare by Function in 2009
60,000
50,000
Anti-Aging
40,000
Whitening
30,000
Hydration
20,000
Cleansing
10,000
0
Q1
Q2
Q3
Total Buzz Volume of Skincare Subcategory by Function, 2009 is 638,967 posts.
Note: Special Use is the function such as antiallergic, detox etc.
Skincare Online IWOM Yearly Audit 2009
Q4
Unit: Post
35
Brand IWOM Overview
BUZZ VOLUME OVERVIEW OF KEY COMPETITORES 2009
Buzz volume of Pond’s and Dove is lower than its key competitors
Buzz Volume of Pond’s & Dove and Key Competitors in 2009
L'Oréal Paris
143,064
Neutrogena
58,327
Olay
56,294
Nivea
Unit: Post
37,173
Biore
28,350
Garnier
28,296
Pond’s
19,076
Dove
18,522
Clean&Clear
4,915
Tjoy
4,860
Total buzz volume of key competitors in 2009 is 361,279 posts
Skincare Online IWOM Yearly Audit 2009
37
REPUTATION OVERVIEW OF KEY COMPETITORS
- Pond’s enjoyed a relatively healthy brand reputation
- Both Pond’s and Dove’ NSR were higher than the average
NSR of Key Competitors in 2009
93.3%
Garnier
L'Oréal Paris
89.5%
Neutrogena
89.5%
Nivea
87.3%
85.6%
Pond's
Dove
82.2%
Biore
81.9%
Olay
79.0%
59.9%
Tjoy
Clean&Clear
75.5%
Average NSR for Skincare Category
50.4%
Total sentiment buzz volume of key competitors in 2009 is 90,094 posts
Skincare Online IWOM Yearly Audit 2009
38
REPUTATION OVERVIEW OF POND’S & DOVE
Overall, netizens perception of Pond’s and Dove were positive
NSR of Pond’s and Dove in 2009
Pond’s
85.6%
Dove
82.2%
Positive Quote
Negative Quote
接下来总结一下本人这么多年用化妆品的
心得吧，…… 感觉我用了这么多种平价
品牌还是旁氏最好用(Link)
Next I will summarize my Skincare
experience for several years……Pond’s
is best value brand I have used.
有人说旁氏里含铅 也不知道真假
搞的我用的怕怕的(Link)
Someone said that products of
Pond’s contains lead, which
causes my worry to Pond’s.
每次去看医生他们都会问用什么东西来洗
浴，然后大力推荐DOVE白色香皂……所
以一直在用，很滋润，春夏秋冬不变。
(Link)
I was often recommended to use soap of
Dove by doctor …… so I keep using
Dove to bath, which is really moisturizing.
跟风买的，但效果不像想的那
样。。。滑滑的，像是没洗干净，
用了两次闲置了。。。 (Link)
I brought it with the trend, but the
effect is worse than my expect…
quite smooth and seems washed
unclean.
* Net sentiment rate (NSR) = (Positive – Negative) / (Positive + Negative) * 100%
Total sentiment buzz volume of Pond’s and Dove in 2009 is 5,685 posts.
Skincare Online IWOM Yearly Audit 2009
39
BRAND IWOM REPUTATION MAPPING
IWOM Health Matrix for Pond’s & Dove and Key Competitors in 2009
100%
NSR (Net Sentiment Rate)
Summary
Garnier
90%
L'Oréal Paris
Pond’s
Dove
80%
Nivea
Neutrogena
•
Both Pond’s and
Dove hold high
NSR but have
room to improve in
buzz volume
•
L’Oreal Paris, Olay
and Neutrogena
enjoyed health
brand reputation.
Biore
Olay
70%
High Buzz Volume, High Net Sentiment
Low Buzz Volume, High Net Sentiment
Low Buzz Volume, Low Net Sentiment
60%
Tjoy
High Buzz Volume, Low Net Sentiment
Clean & Clear
50%
0
40,000
80,000
Buzz Volume
120,000
160,000
Unit: Post
Total buzz volume of Pond’s & Dove and Key Competitors in 2009 is 398,877posts
Total sentiment buzz volume of Pond’s & Dove and Key Competitors in 2009 is 96,192posts
Skincare Online IWOM Yearly Audit 2009
40
CIC IMPLICATION FOR BRAND IWOM
Pond’s and Dove performed well in terms of brand sentiment (buzz
quality), above the category average, and further improvement in
buzz volume could enhance its position in the skincare category
How the brands could increase the buzz volume with current
skincare IWOM landscape?
Buzz driven by brand campaign/ digital activities
1. Tips to trigger hot buzz
 Grabbing floor 1: original grabbing floor and Q&A grabbing floor (Pond’s)
 Grabbing floor 2: random selection by campaign organizer
2.
3.
4.
5.
Time: during festivals, such as valentine's day & mid-autumn festival
Content: interesting, meaningful and specialized for netizens
Rewards: interesting and suitable gifts (not irrelevant and cheap)
Rules - Easy and simple participation, no need to think or spend lots of
time
Skincare Online IWOM Yearly Audit 2009
41
FYI: CASE STUDY
Skincare Online IWOM Yearly Audit 2009
42
FYI: CASE STUDY
By brand
By netizens
Skincare Online IWOM Yearly Audit 2009
43
Brand IWOM Overview
• Pond’s
• Dove
BUZZ VOLUME OVERVIEW OF POND’S
- Buzz volume of Pond’s kept increasing in the year of 2009
- Pure White Cleanser Campaign in Olaylady drove the peak in May
Monthly Trend of Buzz Volume of Pond’s in 2009
Total Buzz Volume
The Campaign for Pond’s
Pure White Cleanser in
Onlylady.com generated
6,824 Posts. (Link)
10,000
8,000
6,000
Link to KAM analysis
4,000
2,000
0
Jan.
Feb.
Mar.
Apr.
May.
Jun.
Jul.
Aug.
Total buzz volume of Pond’s in 2009 is 19,076 posts.
Skincare Online IWOM Yearly Audit 2009
Sep.
Oct.
Nov.
Dec.
Unit: Post
45
TOP 10 HOT CONVERSATIONS ABOUT POND’S: Top 10
conversations about Pond’s generated 41.1% posts of total buzz
Rank
Sentiment
E- Community
Subject
Type
Indexed no.
of Replies
Link
1
Neutral
Onlylady
抢楼中奖名单—旁氏清透净白洁面乳
正品，令你皮肤透出自然纯净白皙！
Campaign Post
6,803
Link
2
Positive
YOKA
百元以下的洗面奶哪些能比美大牌？
Voting Post
357
Link
3
Neutral
Onlylady
晒出你的夏日旁氏洁面心得，赢取旁
氏清透净白洁面乳正品
Campaign Post
122
Link
4
Neutral
Onlylady
旁氏全新推出"以黑吸黑"洁面新品，
美白搜索令每周大奖等你来！
Campaign Post
91
Link
5
Positive
55bbs
逛超市发现还挺超值的日用品买赠
~~（夏士莲，旁氏）
Shai (Showing off)
Post
88
Link
6
Neutral
YOKA
百元以下的面霜哪些能比美大牌？
Voting Post
84
Link
7
Neutral
Sohu
P3~P6加新
Shai (Showing off)
Post
74
Link
8
Negative
Trends
旁氏的BA大言不惭，被我教育。
Complaint Post
73
Link
9
Positive
Sohu
旁氏新品你知道吗？
User Experience
Share
72
Link
10
Negative
Trends
惊爆！亲眼目睹旁氏小姐在做恶心的
事…
Complaint Post
66
Link
Skincare Online IWOM Yearly Audit 2009
46
HOT DISCUSSION ANALYSIS FOR POND’S: Campaign Post
dominated the online discussion of Pond’s (about 70%)
Buzz Share Of Discussion
Angles for Pond’s
Campaign Post
5.6%
Voting Post
Sample Quote:
从现在起，只要你参与答题， 答案全部正确且
在相应楼层，即可获得旁氏清透净白洁面乳正品
一支，享受自然的纯净白皙！(Link)
From now on, you will have an opportunity to
get Pond’s Pure White Cleanser if your answer
is correct and on the right floor.
Shai (Showing off)
post
89.6%
Complaint Post
User Experience
Share
Total buzz volume of Top 10 conversation of Pond’s is 7.830 posts
Skincare Online IWOM Yearly Audit 2009
47
COUNTER SERVICES OVERVIEW FOR POND’S: Negative
discussions generated 28% counter services related buzz volume
Buzz Sentiment Volume for
Counter Services of Pond’s
惊爆！亲眼目睹旁氏小姐在做恶心的事…(Link)
Shocking! I witnessed a BA of Pond’s was doing a very
disgusting thing.
Case Replay:
772
Unit: Post
Total
当时那个旁氏的小姐正蹲在货架中间的地上，旁边散着一些盒
子和袋子。我一开始也没注意，突然一低头，发现她正打开一
个瓶子，往另外一个瓶子里灌乳液，我顿时觉得很汗，还真大
胆。接下来，更恶心的事发生了……
有一点乳液流出瓶口，她伸出手指，刮起外溢的乳液，抹进了
瓶口内……
At that time a BA of Pond’s was squat down on the ground
between shelves with some boxes and bags scattered
around. Suddenly I was shocked that she opened a bottle of
product and filling lotion to another bottle. And then, a more
disgusting thing happened that she scraped some overflowed
lotion into the bottle with her finger …
219
Sample Reply:
28%
可怕，在国内没有封口的产品不能买
It sounds horrible and we should not buy
unsealed product in domestic.
Negative
是装摆出来的试用产品,还是卖
It is for trial product or the product for sell.
Total buzz volume of Pond’s in
2009 is 19,076 posts
Skincare Online IWOM Yearly Audit 2009
48
Follow-up
HOT BA RELATED CONVERSATION OF SKINCARE OVERVIEW:
Key discussed angle of BA was around BA’s behavior and attitude
Rank
Sentiment
ECommunity
Brand
Indexed No.
of Replies
Link
1
Negative
Trends
在中国就不行，一定要穿的贵重才行，在
香港被ba鄙视过，好不愉快的记忆……
General
410
Link
To complain bad attitude
of Chinese BA
2
Neutral
Trends
不过今天碰见的ba是不相熟的~~动了一点
歪心思~~问她额外能送什么东东~
Freeplus
402
Link
To ask some samples
from BA
3
Neutral
Onlylady
职业免费赠品领取人与碧欧泉徐太，港汇
专柜ba纠纷的深层次分析
Biotherm
398
Link
Deep analysis for BA’s
conflict with sample getter
4
Positive
Rayli
而且我们这里娇兰专柜的BA很有礼貌，服
务也很赞
Guerlain
315
Link
To praise good behavior
of Guerlain BA
5
Negative
Women.
Sohu
再去看FREEPLUS，赶上个JP的BA，差
点没把我气得当场骂人。。。。
Freeplus
291
Link
To complain bad attitude
of Freeplus BA
6
Negative
Trends
今天我把一瓶爽肤水泼向了BA！！！！！
Za
284
Link
An illusion post against
Za BA
Trends
建议不妨亲自去试试。他家BA态度很好噢。
（可算让我逮着机会夸夸他家BA了） 虽说
最近口碑有所下滑，可是AQUA专柜的BA
还是很好的，没有受到国际柜的影响。
Aqua
282
Link
To praise good behavior
of Aqua BA
239
Quoted lots of BA
Link suggestions in products
share
La RochePosay
210
Link
Aupres
190
Witnessed a conflict
Link between BA of Aupres
and consumer
7
Positive
Quotes
8
Neutral
Trends
但素BA跟偶说单用这个效果可能不是很够。
General
当然取决于年龄还有生活习惯
9
Positive
55bbs
理肤泉理肤泉！我就喜欢~强大赠品秀+善
良的BA+痘痘清使用报告
10
Negative
Trends
在刚才，目睹欧珀莱BA被惨骂..
Skincare Online IWOM Yearly Audit 2009
Summary
To praise good behavior
of LA ROCHE-POSAY BA
49
COUNTER SERVICES OVERVIEW FOR SKINCARE CATEGORY:
Complaint about BA was focused on embezzling samples, bad
attitude and lack of sense of responsibility
Embezzling
Samples
Bad Attitude
Lack of Sense
of Responsibility
直到有一天，Linda看到，一个
同事下班前，很自然地打开抽
屉，摸了一把小样，往包里一
塞，若无其事地着小调走
了……(Link)
Until one day, Linda found the
secret after she saw a
colleague take away some
small sample and put it into her
own bag naturally before work
is over.
至于那些“看看就没钱的”遭遇如何，得看“资深BA”的心情。心情不好，
几句话“冲”得顾客咬碎银牙(Link)
The attitude of “senior ” BA to the clients who looks have no money
depended on their temper. If they just in a bad mood, there has a lot of
chance to offend those clients seriously.
但柜长嫌麻烦，指挥手下从陈列的试用品里挑了一点晚霜乳液，混在退货的
那瓶里，封好盒子。当天，这瓶晚霜被卖给了一个不明就里的顾客。 (Link)
But the counter chief thought it’s troublesome to send back the return
goods, so she commanded BA to refilling the night cream with trial product.
This re-processed night cream was soon sold out at that day
Skincare Online IWOM Yearly Audit 2009
50
IMPLICATION FOR PINDS’S COUNTER SERVICES
• It is suggested that Pond’s needs to manage its BA’s behavior
and attitudes since
 Unsuitable BA behaviors may lead to potential online crisis since it affects
the product quality which is harmful to netizens health
 Bad BA attitudes (if any) would also seriously damage Pond’s relationship
with netizens and angry netizens are would likely to share negative
information of Pond’s with friends
IWOM Audit for Unilever Jan-Dec 2009
51
CONSUMER FEEDBACK FOR POND’S (I): Consumers thought
Pond’s was competitive in price while some of them thought
Pond’s was fit to Mature skin and would cause dependence.
Value for Money
一直用旁氏的产品，真的很不错，价格又不贵(Link)
I keep using product of Pond’s. It is really good
and not expensive.
旁氏的产品我的朋友有用过，价格我们都能接受，
牌子也比较硬。(Link)
My friend has used products of Pond’s , The price
is acceptable and the brand is great.
Fit to Mature Skin
不适合，因为你的皮肤很年轻，旁氏是给成人用的(Link).//Pond’s is not fit to your skin, because you are
young. Product of Pond’s is for adult consumers.
你的年纪跟我一样，旁氏一般是成年人用的，确实不适合我们这个年纪使用。(Link)// You are at the same
age with me. Generally speaking , product of Pond’s is for adult, which is not fit to us.
Strong Dependence
觉得旁氏的产品容易产生依赖性，好像不用之后会变本加厉的反弹回来的(Link)
I think product of Pond’s tends to generate strong dependence on it. It seems that skin problem would come
back after we stop using it.
Skincare Online IWOM Yearly Audit 2009
52
CONSUMER FEEDBACK FOR POND’S: The keyword Mom
was often associated with Pond’s by netizens
Summary
Mother is hot keyword when consumer talked about Pond’s. It is becoming a
good present to parents to show children’s filial piety according to netizen’s
discussion such as “Which product of Pond’s is suitable to mom?”
Sample Quotes:
40至50岁的妈妈用旁氏好么？哪款比较适合？(Link)//
Does product of Pond’s has effect for Mom of forty to
fifty? And which one is better?
我母亲47岁，用旁氏的哪一款面霜比较好，把市面价格也
最好说一下(Link)// Which cream of Pond’s is suitable for
my mother. She is 47-years-old.
旁氏的产品怎么样、想给妈妈买、他家的产品和欧泊莱的
相比哪个比较好呀？(Link)//What about the product of
Pond’s? I want to buy it for my mom and which one is
better ,Pond’s or Aupres?
Skincare Online IWOM Yearly Audit 2009
53
Brand IWOM Overview
• Pond’s - Discussion Angle
• Dove
FYI: DETAILS ON SKINCARE DISCUSSION ANGLES
Sample attributes explanation in both Chinese and English
Using Effects
使用效果
Usage Issue
使用问题
Season
使用季节
Skin Types
肤质
Marketing
Approach
市场活动元素
效果
Overall
effect
油腻
Oily
春
Spring
干性/偏干
Dry Skin
促销
Promotion
持久度
Duration
过敏
Allergy
冬
Winter
混合性
Combination
积分
Points
温和度
Moderate
毛孔堵塞
Comedoge
nic
秋
Autumn
敏感性
Sensitive
Skin
试用装
Sample
Pack
柔滑
Soft and
Smooth
疼痛
Pain
全年
Year
油性/偏油
Oily Skin
吸收度
Absorption
不透气
Airtight
夏
Summer
中性
Normal Skin
Note: not all attributes are listed in the table above
Skincare Online IWOM Yearly Audit 2009
55
DISCUSSION ANGLES OVERVIEW FOR POND’S
Using effects of Pond's was discussed most by netizens
Important Discussed Angles for Pond’s
Skin Care
L'Oréal Paris
Neutrogena
Olay
Nivea
Biore
Garnier
Pond's
Dove
31.2%
32.9%
36.8%
33.6%
37.7%
34.9%
32.6%
16.0%
13.0%
15.9%
11.9%
13.2%
15.5%
42.1%
30.5%
Clean & Clear
33.5%
Tjoy
32.3%
Using Effects
使用效果
Price
价格
14.1%
Usage Problem
使用问题
Purchase Channel
购买渠道
12.7%
16.8%
19.1%
12.9%
Season
使用季节
Use Technique
使用手法
Skin Types
肤质
Package
包装
Skincare Online IWOM Yearly Audit 2009
Marketing Approach
市场活动元素
Using Circumstance
使用场合
56
IMPORTANT DISCUSSED ANGLES OVERVIEW FOR POND’S:
Among the using effects angles, overall effect was the mostly
mentioned by netizens (asking questions)
Top 5 Buzzed Angles of
Pond’s
Eliminating Pox
4.20%
Using Effects
42.1%
Usage Issue
Absorption
4.73%
Others
17.0%
Overall
Effect
49.02%
Soft and Smooth
7.26%
12.7%
Moderate
17.80%
Season
Skin Types
Marketing
Approach
10.6%
7.8%
6.4%
以前用羽西的,感觉没什么效果...我是混合皮肤的,不知
道旁氏效果怎么样.(Link)// Product of Yue-Sai didn’t
have obvious effect on my face……I want to know the
effect of Pond’s to combination skin type?
我妈妈也在用,效果还挺好的哦!(Link)// My mom is
using Pond’s as well. And the effect is really good!
Total buzz volume of Pond’s in 2009 is 19,076 posts.
Note: Overall effect refers to the post that don’t contain certain effect
Skincare Online IWOM Yearly Audit 2009
57
IMPORTANT DISCUSSED ANGLES OVERVIEW FOR POND’S:
Among the Usage Issue angles, allergy and not oily was the
mostly mentioned by netizens
Airtight
3.17% Fat Granule
Comedogenic
1.19%
5.36%
Top 5 Buzzed Angles of
Pond’s
Using Effects
Usage Issue
Season
Skin Types
Marketing
Approach
Pain
8.85%
42.1%
12.7%
10.6%
7.8%
6.4%
Note:
Oily category
average is 36.1%
Oily
40.44%
Allergy
40.99%
Note:
Allergy
category
average is
43.6%
以前用过七日内个美白， 过敏…… 第二天起来变猪头
了.(Link)// I have used Pond’s Seven Day’s whitening.
It turned out that I got allergy. I looked like a pig head
in the next day.
买了旁氏的洗面奶，从那天开始我的脸上起皮,还有红
血丝，像是过敏了。(Link)// I bought Pond’s
Cleanser. Since that day, my face is flaking and gets
redness. I guess it’s allergy.
Total buzz volume of Pond’s in 2009 is 19,076 posts.
Skincare Online IWOM Yearly Audit 2009
58
Follow-up
HOT ALLERGY ISSUE CONVERSATION OF POND’S : 7 Day
White series was mentioned most with allergy issue
Rank
Sentiment
1
Negative
2
Negative
3
Positive
4
Positive
5
Negative
6
Negative
7
Negative
8
Negative
9
Negative
Negative
10
Indexed no.
of Replies
Link
19
Link
13
Link
7
Link
6
Link
Pond’s
5
Link
7 Day White
Series
4
Link
Cleanser
4
Link
Pond’s
4
Link
我也买过旁氏粉红色小瓶的防晒试用装，不过我过
敏了……
Pond’s UV
3
Link
用过以后马上抛弃了旁氏的美白洗面奶，虽然那个
要59块哪，但是洗过之后很刺激，不马上涂东西就
会干得皱起来还红一块的脸上
White Cleanser
3
Link
Quotes
Product
七日内个美白~~~ 过敏………… 第二天起来变猪头
7 Day White
了………… MM你的皮肤是属于什么性质的哈？
Series
Pure White
就是那个黑色管子的那种,从那天开始我的脸上就起
Cleanser
了好多看不见摸的着的小硬疙瘩,还起皮,红血丝
Anti-Spot
美白的精华很容易引起过敏就是因为有些美白成分
Intensive
比较刺激的缘故。这款起码我用到现在还好，没有
Whitening Serum
过敏现象。
最重要的是，敏感肌的我用了竟然不过敏，性价比
Pore
还是很不错的。
Refining Cleanser
这个牌子我过敏没商量
旁氏那个爱心盒子七日美白我用过…… 过敏…… - 今天刚买了他们家洗面奶 用过就起皮了…… 哎
83女，以前我总认为自己的皮肤是很敏感的，用旁
氏的洗面奶过敏，用佰草集的洗面奶过敏，用玉兰
油的爽肤水过敏，。。。
我用旁氏的洗面奶就会过敏的，脸上发红色的一块
一块
我用旁氏的东东也过敏
Skincare Online IWOM Yearly Audit 2009
59
CIC IMPLICATION FOR POND’S DISCUSSION ANGLES
1. Pond’s consumers were more likely to talk about “using effects”
in comparison with category average
2. Pond’s consumers were less likely to talk about “allergy” and
more likely to talk about not “oily”
• What does this mean to brand?
 Content planning for using effects, focus on
 Pond’s “using effects” is better than the category average when
communicating with netizens online.
 Explain to netizens who are asking questions about Pond’s “using effects”
 Content planning for allergy and oily, focus on
 Pond’s is less likely to cause allergy when communicating with netizens online
 Pond’s products are not oily, comparing with category average
Skincare Online IWOM Yearly Audit 2009
60
Brand IWOM Overview
• Pond’s
• Dove
BUZZ VOLUME OVERVIEW OF DOVE IN 2009: Buzz volume of
Dove kept increasing in 2009
Monthly Trend of Buzz Volume of Dove in 2009
Sample Quote:
这个牌子的沐浴露都含1/4润肤乳，所以身上皮
肤全年发干的我在冬天洗完皮肤都不紧绷而且
非常的柔软嫩滑！(Link)
2,500
After bathing, my dry skin became smooth and
moisture because all the body wash of Dove
contains ¼ lotion.
2,000
1,500
Link to KAM analysis
1,000
500
0
Jan.
Feb.
Mar.
Apr.
May.
Jun.
Jul.
Aug.
Sep.
Oct.
Nov.
Dec.
Unit: Post
Total buzz volume of Dove in 2009 is 18,522 posts.
Skincare Online IWOM Yearly Audit 2009
62
TOP 10 HOT CONVERSATIONS ABOUT DOVE
Top 10 conversations about Dove generated 6.4% posts of total
buzz and most of them distributed in YOKA, 555bbs and Sohu
Rank
Sentiment
E- Community
Subject
Type
No. of Replies
Link
1
Neutral
YOKA
百元以下的洗面奶哪些能比美大牌？
Voting Post
235
Link
2
Neutral
55bbs
【跟风拔草】我的美丽日记、相宜
本草、多芬、几乎都是跟风大热、
Shai (Showing off)
Post
182
Link
3
Positive
55bbs
卸妆新革命——dove洁颜油慕斯
User Experience
Share
138
Link
4
Positive
163
【温莎】暴力推荐DOVE泡沫卸妆
油 + 新收宝贝
User Experience
Share
126
Link
5
Neutral
Sohu
LALA的护肤小筑
User Experience
Share
107
Link
6
Neutral
YOKA
4月30日前注册免费领取DOVE沐浴
液和ispa卸妆油！
Campaign Post
100
Link
7
Neutral
Sohu
做个宠爱自己的女人~~~~我爱雅诗
兰黛 & 娇韵诗~~
Shai (Showing off)
Post
78
Link
8
Neutral
Sohu
汐汐09护肤小楼~~又要准备考试了
~~
Shai (Showing off)
Post
74
Link
9
Neutral
Sohu
奇奇09护肤小楼~~JMS新年快乐
~~~
Shai (Showing off)
Post
71
Link
10
Neutral
Sohu
雨儿的养颜护肤小屋
Shai (Showing off)
Post
66
Link
Skincare Online IWOM Yearly Audit 2009
63
HOT DISCUSSION ANALYSIS FOR DOVE: Shai (Showing off) Post
dominated the online discussion of Dove (top 10 conversations)
Buzz Share Of Discussion
Angles for Dove
Shai (Showing off) Post
40.0%
User Experience Share
Voting Post
31.5%
Campaign Post
Sample Quote:
多芬乳液滋润洁面乳 长的小白的草，小白给种的草。这几天屈臣氏特价
19米。今天早上一用， ，很惊艳！泡沫超级的细腻，味道狠狠的好
闻。。。。大大滴喜欢。(Link)
Beauty Moisture Cleanser of Dove have white bottle, which strongly
attracted me. I use it this morning. What amazing feeling,full of foam
and fantastic flavor. I love it strongly
Total buzz volume of Top 10 conversation of Dove is 17,317 posts
Skincare Online IWOM Yearly Audit 2009
64
CONSUMER FEEDBACK FOR DOVE (I): Consumers enjoyed
rich moisturizing effect and comforting flavor of Dove,
which is fit to dry skin and combination
Moisturizing
多芬家的产品一向是以滋润出名的，这款产品也毫不例
外，我只能说滋润滋润，实在是太滋润了。(Link)
Product of Dove is famous for its moisturizing effect.
And Supreme Body Silk Cream of Dove is very
moisturizing of course.
Fit to Dry Skin
多分的基本都适合干皮混合皮，油皮洗不干净。(Link)
Most of product of Dove is fit to dry skin and
combination. It will cleansing unclean for oil skin.
Comforting Flavor
这味道真的很不错，很浓郁的奶味，呵呵！(Link)
White Beauty Bar of Dove contains milk flavor, which is fantastic.
昨天用了一下，感觉满滋润的。而且，很香哦。涂完了以后整个人都香喷喷的.(Link)
I used body lotion of Dove yesterday. Besides sense of moisturizing, its fragrance is impressive as well.
Skincare Online IWOM Yearly Audit 2009
65
CONSUMER FEEDBACK FOR DOVE (II): Netizens thought
Import Dove was better than Domestic ones
Summary
Import ,Germany and Hongkong are hot keywords when consumers talked about Dove.
They hold the idea that the import Dove was much better than domestic ones.
And netizens discussed the difference between them and the purchase channel as well.
Sample Quotes:
• 中国产的总要冲半天，还觉得滑滑得好像没洗干净的感
觉。洗完之后用指甲轻轻在手上的皮肤划一下，仍然会有
一条浅浅的白痕，证明皮肤仍然很干燥。德国产的洗得很
干净，并且很滋润。洗完后用指甲轻轻在皮肤上划，没有
白痕！皮肤的状态很滋润。(Link)
Domestic Dove need a lot of time to wash away foam
and it will give us a sense of smooth just like unclean.
And a shallow mark will appear when I scratch with my
nail gently after washing, which show the skin is still
dry.And the Dove that made in Germany is quite different
from the domestic one.
• 听说国产的是合肥出的，没有进口的好用.想买进口的，
但不知哪里有，品种多吗? (Link)
There is no sense to compare
imported Dove with domestic one
I have heard that domestic Dove is made in Hefei that is
not as good as import one. Buy I don’t know where to
buy the import Dove.
Skincare Online IWOM Yearly Audit 2009
66
DISCUSSION ANGLES OVERVIEW FOR DOVE
Using effects of Dove was discussed most by netizens followed by
Usage Issue
Important Discussed Angles for Pond’s
Skin Care
L'Oréal Paris
Neutrogena
Olay
Nivea
Biore
Garnier
Pond's
Dove
31.2%
32.9%
36.8%
33.6%
37.7%
34.9%
32.6%
16.0%
13.0%
15.9%
11.9%
13.2%
15.5%
42.1%
30.5%
Clean & Clear
33.5%
Tjoy
32.3%
Using Effects
使用效果
Price
价格
14.1%
Usage Problem
使用问题
Purchase Channel
购买渠道
12.7%
16.8%
19.1%
12.9%
Season
使用季节
Use Technique
使用手法
Skin Types
肤质
Package
包装
Skincare Online IWOM Yearly Audit 2009
Marketing Approach
市场活动元素
Using Circumstance
使用场合
67
IMPORTANT DISCUSSED ANGLES OVERVIEW FOR DOVE:
Among the using effects angles, overall effect was most
mentioned by netizens, especially moderate
Top 5 Buzzed Angles of
Dove
Using Effects
30.5%
Usage Issue
Skin Types
Others
18.0%
16.8%
Absorption
6.4%
Soft and
Smooth
6.7%
Duration
8.7%
Overall Effects
36.8%
Moderate
23.4%
8.7%
Use Circumstance
8.1%
Season
7.7%
昨天看了你的帖子，晚上试了下，效果真的还不错。
(Link)// I have read your post yesterday, so I tried it in
the night. The effect is really good.
我偶这几天一直早上用它洗脸，效果果然不错哦！
(Link)// I am using Dove to wash face these days in
the morning. The effect is really quite good!
Total buzz volume of Dove in 2009 is 18,522 posts.
Note: Overall effect refers to the post that don’t contain certain effect
Skincare Online IWOM Yearly Audit 2009
68
Follow-up
CONSUMER FEEDBACK FOR MODERATE EFFECT OF DOVE:
About 60% discussion about moderate effect of Dove was
around Body Care
Buzz Share of Moderate Effect
of Dove, 2010
Sample Quotes：
呵呵，我也很喜欢多芬的身体乳呢，味道很好闻，滋润效果也好。
(Link)
I like body cream of Dove too. Good smell and excellent
moisturizing effect
Body Care
59.2%
Face Care
39.6%
多芬的香皂滋润度一流，就是有点不好涮老是滑滑的(Link)
The soap bar of Dove is very moisturizing. However, it is a little
difficult to wash clean.
多芬沐浴露，貌似是最滋润的一款了，冬天了啊啊啊(Link)
Bath of Dove is most moisturizing one. It is winter now. LOL
Sample Quotes：
(多芬乳霜滋润洁面乳)洗完脸之后还很滋润，一点也不干(Link)
I felt quite moisture after washing face with it. Without any drain
feeling.
Total buzz volume of moderate effect of
Dove in 2009 is 1,322posts.
(多芬滋润洁面乳)最重要的是够温和，毕竟冬季不太适合用专去油的
洁面乳。(Link)
The most important is that it is quite moderate which is good to be
used in winter.
Skincare Online IWOM Yearly Audit 2009
69
IMPORTANT DISCUSSED ANGLES OVERVIEW FOR DOVE:
Among the Usage Issue angles, oily was most mentioned by
Fat
netizens, followed by no allergy
Comedogenic
4.54%
Top 5 Buzzed Angles of
Dove
Using Effects
Skin Types
Airtight
4.67%
30.5%
Usage Issue
Pain
13.20%
16.8%
8.7%
Use Circumstance
8.1%
Season
7.7%
Granule
0.44%
Oily
39.13%
Note:
Oily category
average is
36.1%
Allergy
38.03%
Note:
Allergy category
average is 43.6%
我用的是多芬Dove24小时保湿营养香体润肤护体乳 夏
天觉得有点油腻(Link)// The body cream of Dove that I
am using now would be a little oily in summer.
点评多芬最新身体滋润乳霜：滋润不油腻的乳液
(Link)// The latest Body cream of Dove is moisturize
and Oily-free.
Total buzz volume of Dove in 2009 is 18,522 posts.
Skincare Online IWOM Yearly Audit 2009
70
Follow-up
QUARTERLY BUZZ TREND OF DOVE OILY ISSUE OVERVIEW:
Oily issue of Dove was discussed most in Q2 and most of them were
negative
Quarterly Buzz Trend of Oily
Issue of Dove, 2009
Summary
532
495
Some netizens suggested that some
Dove products is too oily to be used in
summer while it is quite effective for dry
skin users
423
404
我比较喜欢白色的..绿色的不够滋润..夏天用又
很腻..所以支持白色的..(Link)
I preferred the white cleanser because the
green one is less moisture and quite oily in
summer.
Q1
Q2
Q3
Q4
你买的是多芬吧??我N年前买过一支50ML的,
感觉洗不干净,是很腻的,比较适合干性肤
质.(Link)
I have used Dove cleanser several years ago.
I felt it couldn’t wash clean. And it is very oily,
which is suitable for dry skin users.
Total buzz volume of oily issue of Dove in 2009 is 1,854 posts.
Total sentiment buzz volume of Oily issue of Dove is 304 posts.
Skincare Online IWOM Yearly Audit 2009
71
CIC IMPLICATION FOR DOVE DISCUSSION ANGLES
1. Pro: Dove consumers were more likely to talk about “moderate”,
along with “using effects”
2. Con: Dove consumers were more likely to talk about “oily” in
comparison with category average
• What does this mean to brand?
 Content planning for using effects, focus on
 Dove could enhance its advantage in “moderate”
 Content planning for oily, focus on
 Educate netizens that how to use Dove products in terms of different kinds of
skin types
 Explain to netizens that how to deal with oily when using Dove products
Skincare Online IWOM Yearly Audit 2009
72
Case Study for Competitive
Intelligence
MONTHLY TREND OF TOP 3 SKINCARE BRAND: Most buzz volume
of Lancôme is generated by its campaign
Monthly Buzz Trend Of Top 3 Skincare Brand
120000
Campaign
82.1%
100000
80000
Others
17.9%
60000
40000
20000
0
Jan
Feb
Mar
Apr
Lancome
May
June
July
Estee Lauder
Aug
Sep
Oct
Nov
Dec
L'Oreal Paris
Total buzz volume of Lancôme in 2009 is 436,871posts, total buzz volume of Lancôme in Aug 2009 is 98,408 posts.
Total buzz volume of Estée Lauder in 2009 is 253,428posts.
Total buzz volume of L’Oreal Paris in 2009 is 143,064 posts.
Unit: Post
74
LANCÔME CAMPAIGN ANALYSIS(I): Lancôme Double Seventh
Festival Five Waves Campaigns triggered hot online discussion
Buzz Share of
Lancôme in Aug 2009
Top 5 Campaigns of Lancôme in Aug
2009
26,144
Others
17.9%
15,030
Campaign
82.1%
Total buzz volume of Lancôme in Aug 2009 is 98,408 posts
12,761
10,806
1
Double
Seventh
Festival
Second
Wave
Link
2
Double
Seventh
Festival
Third
Wave
Link
3
Double
Seventh
Festival
Fourth
Wave
Link
4
Double
Seventh
Festival
Fifth
Wave
Link
10,469
5
Double
Seventh
Festival
First
Wave
Link
Unit: Post
75
LANCÔME CAMPAIGN ANALYSIS(II): Lancôme Double Seventh
Festival Five Waves Campaigns Introduction
Brand:
Lancôme
Community: www.rosebeauty.com.cn
Date:
21th Aug. – 26th Aug. 2009
Reward:
Lancôme free samples
Rule of participation:
• Everyday there would be a new
topic, then netizens wrote one
sentence according to the topic.
• Netizens could replied the post
repeatedly everyday.
• The top 50 netizens who replied
most could get the samples.
Five different topics:
• To the one you love most
• To the one you hate most
• To the one you trust most
• To the one you despise most
• To the closest one in your life
To the one you turst most:
Thank you for trusting me for such a long
time. (Link)
To the one you despise most:
Don't think you can achieve a goal. You
looks highly of yourself but down upon me.
You won’t win! (Link)
76
IMPLICATIONS FOR UNILEVER CAMPAIGN PLANNING
Keep Pace With The Time
Hold more campaigns related to the festivals, especially those to the
traditional Chinese Festivals



Netizens would get better involved, if they thought that the campaign was related
to their daily life
In addition, many netizens like the traditional Chinese factors, such as the music or
the costumes in that style
For example, you could launch the campaign in the Mid-Autumn Festival to
promote the idea of family care.
Make More Personal
Some netizens relieved his feeling through Lancôme’s campaign. They
innominately wrote down their true feelings online, which they couldn’t
do in the real life.
So the campaign has attracted many people to participate
Easy Participation
Simple and clear rule would encourage more participation. Netizens are
not willing to wrote the long articles or make a picture just for one sample.
They wanted to get the prize in a convenient way.
Back to previous page
77
Product Buzz Overview
• Pond’s
• Dove
• Competitors
POND’S AND KEY COMPETITORS BUZZ OVERVIEW - BY
FUNCTION: About 90% buzz volume of Pond’s was around
Whitening Function
Total Buzz Volume of Pond’s and
Competitors Subcategory by Function in 2009
Skin Care
21.5%
14.6%
L'Oréal Paris
19.7%
32.9%
Pond’s
32.2%
74.7%
Olay
8.6%
52.6%
35.3%
31.2%
53.8%
17.1%
Tjoy
61.0%
46.5%
Clean&Clear
Whitening
5.0%
28.1%
Nivea
Garnier
33.6%
89.2%
Neutrogena
Biore
21.7%
15.5%
56.9%
Cleansing
Hydration
Anti-Aging
29.1%
UV
Oil-Control
Total buzz volume of Pond’s & Dove and competitors by function in 2009 is
177,448 posts
Skincare Online IWOM Yearly Audit 2009
Nutrition
Special Use
Back to previous page
79
Follow-up
SERIES BUZZ OVERVIEW FOR POND’S: White Beauty series led
series buzz volume, followed by flawless white
Buzz Volume of Series about Pond’s in 2009
8,093
Note: Others series include
Intense Moisture, NMF, Double
White, Hydra Care, Sun
Defense, Perfect Results and
Spotless White
Unit: Post
795
White Beauty
Flawless White
399
348
259
226
Perfect Matte
Fine Pone
Age Miracle
Others
Total buzz volume of Pond’s by series is 10,120 posts
Skincare Online IWOM Yearly Audit 2009
80
TOP 10 POND’S PRODUCTS BUZZ SHARE: Pure White Cleanser
took up most of product buzz volume of Pond’s
Buzz Share of Top 10 Products about Pond’s in 2009
清透净白洁面乳
Pure White Cleanser
完美亚光控油洁面乳
Perfect Matte Cleanser
无瑕透白深层透白洁面乳
Deep Whitening Cleanser
85.1%
毛孔细致紧肤水
Fine Pore Astringent Toner
无瑕明效透白防晒日霜
Flawless White Visible Lightening Daily UV Cream
亮采净白粉润白皙洁面乳
White Beauty Cleanser
深层清洁毛孔细致洗颜泥
Pore Refining Cleanser
2.5%
3.2%
完美奇迹焕颜乳霜
Age Miracle Resurfacing Cream UV SPF15 PA++
三重防护UV隔离霜
Flawfess White Triple Shield UV Block SPF30/PA++
亮采净白爽肤水
White Beauty Detox Toner
Total buzz volume of top 10 products around Pond’s in 2009 is 9,122 posts.
Skincare Online IWOM Yearly Audit 2009
81
CONSUMER FEEDBACK ON PURE WHITE CLEANSER
Most of buzz volume about pure white cleanser was generated by
campaign in Onlylady
Buzz Share of Pure White
Cleanser by Cause 2009
92.8%
Buzz volume
generated by
campaign
Sample Campaign Background:
A campaign launched for pure white cleanser in
Onlylady.com, which aim is to promote netizens sharing
their user experience of Product of Pond’s (Link)
All title of the post for this campaign is start with
“ Sharing My Summer Cleansing Experience for Pond’s
Total buzz volume of pure white
cleanser is 7,527 posts
Skincare Online IWOM Yearly Audit 2009
82
CONSUMER FEEDBACK ON PURE WHITE CLEANSER
Cleansing ability and irritative were two important angles
discussed by netizens towards the cleanser
Deep Cleansing
用后感受：洗的非常干净，洁面过程也很享受！适合混合
型~油性的MM使用！(Link)
User Expedience: it dose have excellent cleansing effect
and I really enjoy the cleansing process! I recommend
those girls who have Combination or oily skin to use it.
几天用下来，感觉真得很舒服。虽然没有立即看出变白的
效果，不过相信毛孔清透了，脸上的脏东西少了，自然皮
肤就会变得通透白皙。(Link)
I feel really good after several days of use. My face
became poreless with no dirty although the white effect
will not appeared in such little days.
Irritative
我后来想可能因为这款洗面奶清洁度太大了,碱性太强了，
所以对皮肤有一些损伤,看来以后还是要使用弱酸性的了. 我
想在此说明一下,我说这个问题不是针对旁氏的东西啊,只是
可能不太适合我用(Link)
The cleanser will harm my skin in some content because
of its strong cleansing ability and alkaline effect in my
perspective It seems that I’d better use weakly acidic
product.I want to clarify that I am not dislike product of
Pond’s. I just think it is not fit to my skin.
Skincare Online IWOM Yearly Audit 2009
83
Product Buzz Overview
• Pond’s
• Dove
• Competitors
DOVE BUZZ OVERVIEW-BY FUNCTION:
- Face Care took up more than half of buzz volume of Dove
- Bath led body care function followed by body cream
Total Buzz Volume of Dove Subcategory by
Function in 2009
Bath
55.6%
Face Care
42.3%
Body Care
74%
Body Cream
Sample Quotes:
呵呵，用量不需要多，用清水冲洗干
净后，感觉既水嫩又清爽并且不油
腻，爱死了！特别适合我这干性的皮
肤！我顶！！！(Link)
After bathing, I will feel fresh and
moisture with oil-free. I think it is quite
fit to my dry skin. I love it.
Shape Up
18%
7%
Hand
Cream/Foot
Cream
Total Buzz Volume of Dove Subcategory by Function, 2009 is 2,032 posts.
Skincare Online IWOM Yearly Audit 2009
85
SERIES BUZZ OVERVIEW FOR DOVE:
- Usage series: Cleansing led the online discussion
- Use effects series: Night Treatment & Milk took the most buzz
volume in
Buzz Volume of Series about Dove in 2009
1,552
1,447
The Series divided by usage
The Series divided by use effects
448
436
Unit: Post
311
267
95
Cleansing
Bath
Night
Treatment
Milk
Bar
Fresh
Touch
Beauty
Moisture
48
37
7
Silk Bath
Gentle
Exfoilating
Firming
Total buzz volume of Pond’s by series is 4,648 posts
Skincare Online IWOM Yearly Audit 2009
86
TOP 10 DOVE PRODUCTS BUZZ SHARE
Buzz Share of top 10 Products about Dove in 2009
Cucumber&Green Tea Scent Fresh Touch Beauty Cleanser
黄瓜绿茶清透保湿洁面乳
Indulging Cream Body Wash
牛奶润肤沐浴露
Go Fresh Cleanser
清透盈润洁面乳
Go Fresh Body Wash
清透盈润沐浴乳
25.9%
Beauty Moisture Body Wash
柔肤乳霜沐浴乳
Fresh Touch Body Wash
绿茶轻柔沐浴露
16.5%
17.7%
Gentle Exfoliating Body Wash
活肤乳霜沐浴乳
Fresh Moisture Bar
清透盈润香块
24小时保湿润肤乳
Beauty Baby Moisturiser Lotion
Bird’s Nest Whitening&Beautifying Facial Mask
燕窝雪白美肌面膜
Total buzz volume of top 10 products around Dove in 2009 is 831 posts.
Skincare Online IWOM Yearly Audit 2009
87
CONSUMER FEEDBACK FOR GO FRESH CLEANSER OF DOVE
Consumer’s impression to GO Fresh Cleanser is around fresh and
Summer
Sense of Fresh
• 这款产品说实话我是因为喜欢它清新的包装所以
才格外留意它.多芬黄瓜绿茶洗面奶,很漂亮的包
装,看上去就觉得特凉快 (Link)
Actually, I care the product for its fresh
package. Cucumber & Green Tea Scent Fresh
Touch Beauty Cleanser have beautiful
package, which give me a special fresh feeling.
• 我觉得黄瓜洗面奶很好用，味道特别清新，洗完
脸也觉得很湿润不油腻。(Link)
I think the Cucumber Cleanser is quite good
with fresh scent. After Cleansing, I will feel
moisturized and oil-free.
Fit to Use in Summer
• 多芬的黄瓜的那款很适合夏天用！(Link)
The cucumber cleanser of Dove is quite suitable to use in summer
• 夏天用来洗脸是不错滴~ (Link)
It is good to use Cucumber & Green Tea Cleanser in summer
Skincare Online IWOM Yearly Audit 2009
88
Product Buzz Overview
• Pond’s
• Dove
• Competitors
PRODUCTS BUZZ VOLUME FOR L’OREAL PARIS
Buzz Share of Series about L'Oreal
in 2009
Buzz Share of top 10 Products about
L’Oreal in 2009
All Day Hydration Agua-Essence With
Pure Mineral SPA Water清润全日保湿水
精华凝露
Advanced Fluid Protector
多重防护隔离露SPF30+ PA+++
Hydra Fresh
清润全日保湿系列
11.9%
18.4%
44.3%
White Perfect
雪颜粉透臻白系列
Radiance Boosting Double Essence
雪颜美白双重精纯乳
Revital Lift
复颜抗皱紧致系列
Intense Hydration Supply
清润保湿水感面膜
UV Perfect
专业UV防护系列
Derma Genesis
创世新肌源系列
38.5%
8.2%
14.7%
Men
男士
All Day Hydration Supply Aqua-Cream
清润全日保湿乳霜
Revitalift EYE
复颜抗皱紧致眼霜
Instant Freshness Toning Water
清润爽肤水
De-maq Expert
净彻卸妆系列
All Day Hydration Supply Aqua-Milky
Emulsion
清润全日保湿乳液
Night Transparent Rosy Whitening
雪颜美白舒缓晚霜
Visible Results
明效新颜系列
Revitalift Day
复颜抗皱紧肤滋润日霜
Total buzz volume of series around L'Oreal in
2009 is 19,808 posts.
Total buzz volume of top 10 products around L’Oreal in 2009
is 12,899 posts.
Skincare Online IWOM Yearly Audit 2009
90
PRODUCT BUZZ VOLUME FOR OLAY
Buzz Share of Series about OLAY
in 2009
Buzz Share of top 10 Products about OLAY
in 2009
Regenerist Micro-sculpting Cream
新生塑颜金纯面霜
White Radiance
水感透白(净白莹采)系列
Regenerist
新生唤肤系列
29.2%
10.5%
25.1%
Nature White
三重乳液嫩白系列
22.1%
Total Effect
多效修护系列
Cleanser
深层洁面系列
12.5%
11.8%
Base Moisture
基础滋润系列
Moisture Protection Cream
滋润霜
White Radiance Silky Emulsion
水感透白赋采凝乳
White Radiance Intensive Brightening
Essence
透视美白精华露
White Radiance Ultra UV Protective
Fluid
轻透倍护隔离防晒液
Regenerist Micro-sculpting Revitalizing
Essence Water
新生塑颜金纯活能水
Definity Luminesse WhiteningＣｒｅａ
ｍ
焦点皙白柔滑凝乳
Definity
焦点皙白系列
Aquaction
水漾动力系列
Age Defying
活肤细致系列
Total buzz volume of series around OLAY in 2009 is
14,583 posts.
Total Effects Moisturizing Vitamin
Treatment
多效修护霜
White Radiance Soothing Whitening
Stretch Mask
美白淡斑面膜
Milky Fair Face Wash
乳液嫩白洁面乳
Total buzz volume of top 10 products around OLAY in
2009 is 8,097posts.
Skincare Online IWOM Yearly Audit 2009
91
PRODUCT BUZZ VOLUME FOR GARNIER:
Buzz Share of Series about Garnier in
2009
Buzz Share of top 10 Products about
Garnier in 2009
Aqua Defense Non Stop Intensive
Moisturizing
水润凝护全天候密集保湿精华
Aqua Defense Eye Roll-On
水润凝护多效眼部走珠精华露
Aqua Defense
水润凝护系列
True White
真采净白系列
12.0%
29.0%
Age Lift
岁月修护系列
15.2%
53.6%
Aqua Fuel
动能保湿系列
Oil Clear
酷爽控油系列
14.4%
21.5%
Deep Pure
深层纯净系列
Age Lift Multi Action Anti-Ageing
Whitening Eye Cream
岁月修护多重抗皱润白霜
Men Oil Clear
男士酷爽控油泡沫洁面泥
Aqua Defense Moisturizing Cleansing
Foam
水润凝护泡沫保湿洁面乳
Men AquaFuel
男士动能保湿泡沫洁面乳
Aqua Defense Refreshing Toner
水润凝护保湿爽肤水
UV Protect
阳光防护系列
True White Brightening Scrub Wash
真采净白柔珠洁面晶露
True White Whitening & Moisturizing
Fluid
真采净白美白滋润乳液
True White Lightening Milky Dew
真采净白密集美白柔肤液
Total buzz volume of series around Garnier in 2009 is
14,040 posts.
Total buzz volume of top 10 products around
Garnier in 2009 is 10,944 posts.
Skincare Online IWOM Yearly Audit 2009
92
PRODUCT BUZZ VOLUME FOR NIVEA
Buzz Share of Series about Nivea in
2009
7.1%
86.8%
Buzz Share of top 10 Products about
Nivea in 2009
Sparkling Light
晶纯皙白系列
Sparkling White Day Cream
晶纯皙白修颜日霜
Silk Comfort
娇柔丝润系列
Silk Comfort Toner
娇柔丝润爽肤水
65.4%
Oxygen Power
活氧焕采系列
Good-Bye Cellulite
强力塑身凝露
Q10
Q10驻颜修护系列
White Jade Body Lotion
温润透白滋养乳
Pure Source
净肤源净油系列
Aqua Sensation
凝水活采系列
Intensive Caring Milk
深层润肤乳液
4.9%
11.3%
Sun Block
防晒系列
Pure Moisture
护手凝露（海洋精华）
Fresh Touch
清新平衡系列
Sparkling White Foam
晶纯皙白泡沫洁面乳
Pure White
无暇净白产品
Total buzz volume of series around Nivea in 2009 is
22,646 posts.
Sparkling White Mask
晶纯皙白水润面膜
Anti-Wrinkle Q10 Plus Night
Care
Q10驻颜修护晚霜
Total buzz volume of top 10 products around Nivea in
2009 is 13,581 posts.
Skincare Online IWOM Yearly Audit 2009
93
PRODUCT BUZZ VOLUME FOR NEUTROGENA AND BIORE
Buzz Share of top 10 Products about
Neutrogena in 2009
Buzz Share of top 10 Products about Biore in
2009
Deep Clean Foaming
Cleanser
深层净化洗面乳
Ultra Sheer Dry-Touch
Sunblock SPF30
轻透防晒乳SPF30
Fine Fairness Mask
细白修护面膜
27.0%
11.5% 11.6%
SkinClearing Soothing
Moisturizer
清滢舒缓润肤乳
Norwegian Formula Hand
Cream
深层滋润护手霜
SkinClearing Foaming Wash
清滢洁面摩丝
Men's Biore Facial Wash
碧柔男士洗面乳
Men's Biore Pore Pack
碧柔男士毛孔清洁鼻贴
UV Perfect Face Milk
碧柔清爽防晒乳液
23.0%
17.9%
8.4%
UV Perfect Milk
碧柔倍护防晒乳液
UV Moist Face Milk
碧柔水蕴防晒乳液
UV Bright Face Milk
碧柔亮采防晒乳液
Fine Fairness Whitening
Peeling Mask
细白亮采焕肤面膜
Deep Clean Cleansing Oil
深层净透卸妆油
Toner Cotton
碧柔化妆水绵
Pore Care Pore Pack
碧柔毛孔清洁鼻贴
Deep Clean Invigorating
Ultra-Foam Cleanser
深层净化活力摩丝
Fine Fairness Cream SPF20
细白焕采日霜
Total buzz volume of top 10 products around Neutrogena in
2009 is 10,475 posts.
UV Mild Care Milk
碧柔温和防晒乳液
Deep Cleansing Cotton
碧柔深层卸妆绵
Total buzz volume of top 10 products around Biore 2009
is 18,216 posts.
Skincare Online IWOM Yearly Audit 2009
94
PRODUCT BUZZ VOLUME FOR TJOY AND CLEAN & CLEAR
Buzz Share of top 10 Products about
Tjoy in 2009
21.7%
11.8%
11.5%
Buzz Share of top 10 Products about
Clean & Clear in 2009
Whitening Hydration Lotion
美白保湿乳液
Daily Pore Cleanser
毛细孔清透洁面乳
Moisturizing Mask
植物纯萃补水保湿面膜
Oil Control Film
魔力吸油蓝膜
Deeper Moisturizing Mask
植物纯萃深度补水睡眠面膜
Foaming Facial Cleanser
调理洗面露
Deeper Whitening
Moisturizing Mask
植物纯萃深层美白补水面膜
Whitening Hydration Cream
美白保湿霜
Clear Fairness Cleanser
清透净白洗面乳
Tryst Regenerating Mask
植物纯萃美白焕采面膜
33.7%
Deep Action Cleansing Mask
深层洁净泥面膜
10.8%
13.2%
Clear Fairness Lotion
清透净白润肤露
Whitening Moisturzing Mask
美白保湿面膜
Active Clear Speed Clearing Gel
清痘调理凝露
Anti-Freckle Essence
祛斑精华霜
Deep Action Cleansing Mask
深层洁净泥面膜
Pore Refining Soothing Mask
植物纯萃毛孔细致舒缓面膜
Acne Clearing Cleanser
清痘洗面露
Whitening & Moisturizing
Lotion
植物纯萃美白保湿乳液
Total buzz volume of top 10 products around Tjoy 2009 is
2,576 posts.
Clear Skin Toner
收敛化妆水
Skin Balance Moisturizer
油脂平衡乳液
Total buzz volume of top 10 products around Clean &
Clear in 2009 is 1,246posts.
Skincare Online IWOM Yearly Audit 2009
95
Campaign & Pond’s Club
Analysis
CAMPAIGN OVERVIEW FOR POND’S: Project of Fairy Lady
campaign triggered hot online discussion among netizens
Buzz Volume of Campaign for
Pond’s 2009
6,998
Sample Quote:
我对3000的旅游很感兴趣，等空点就来参加
下(Link)
I am strongly interested in the travelling
award of Project of Fairy Lady which worth
3000 yuan. And I will join it when I was
free.
19
20
Project of Fairy White Formula
Lady
7 Day
Challenge
Unit: Post
Skincare Online IWOM Yearly Audit 2009
97
PROJECT OF FAIRY LADY OVERVIEW FOR POND’S (I)
Online and offline participation access integrated well for fairy
lady campaign
Brief Introduction: (Apr. ~ Oct. 2009)
Step 1. Participants have two ways to join the campaign. 举报 (report other candidates) or 自首
(confess by themselves）pictures to Xiaonei.com or Poco.cn
Step 2. Virtual Point of the candidates will be added up by the vote of netizens and top 50 candidates
will entry the next stage of white suspects.
Step 3.10 candidates will be selected as Fairy Lady in the final stage.
Subsidiary Campaign:
Scratch-and-win Cards
Step 1. Purchase a cleansing product of Pond’s
and get a scratch-and-win Card with
one of the word “Sou” “Suo” or “Ling” on
it.
Step 2. Collect the three words “Sou Suo Ling”
together to exchange the award, a
cherished backstage footage CD of
Ruan Jingtian.
Skincare Online IWOM Yearly Audit 2009
98
PROJECT OF FAIRY LADY OVERVIEW FOR POND’S (II)
The Grapping Floor campaign launched in Onlylady took up
97.2% of total buzz volume of project of fairy lady
Summary:
The netizen will get a Pure White Cleanser of Pond’s as reward if her answer was on the right
floor. Besides, the winner could post user experience for pure white cleanser for more award
on Onlylady.com
The Winner List of Grapping Floor CampaignPure White Cleanser make your skin fairy white
97.2%
Skincare Online IWOM Yearly Audit 2009
99
PROJECT OF FAIRY LADY OVERVIEW FOR POND’S (III):
CIC Implication:
Signature Advertisement about the campaign could be used while a campaign was
launching, which would appeared in the signature part of every post.
Netizens would get a more deep impression about the campaign of Pond’s.
Otherwise, other brand’s campaign advertisement in the replies would influence
the campaign effect.
Replies
Signature
Advertisement
Skincare Online IWOM Yearly Audit 2009
Link
100
CELEBRITY OVERVIEW FOR RUAN JINGTIAN (I)
Ruan Jingtian is a popular well-known young idol in Asia
Name:
阮经天（Ethan,小天）
Birthplace： Taiwan
Birthday： 1982-11-8
Vocation： Actor, Model, Singer
Representative Work:
《You‘re My Destiny》, a Taiwanese Idol drama
which is very hot in Taiwan and rank 1st in
Google Search Rank 2008 of TV and drama
category.
Gathering places for Fans of him:
Link
Link
And more……
Skincare Online IWOM Yearly Audit 2009
101
CELEBRITY OVERVIEW FOR RUAN JINGTIAN (II)
Buzz volume of Ruan Jingtian peaked in Apr 2009
Buzz Volume Trend of Ruan Jingtian 2009
808
640
631
682
505
400
368
319
423
321
296
241
Jan.
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Note: when netizens talking about Ruan Jingtian, not many of them mentioned Pond’s.
Total co-mention of Pond’s and Ruan Jingtian is 75 posts in 2009
Unit: Post
Skincare Online IWOM Yearly Audit 2009
102
CELEBRITY OVERVIEW FOR RUAN JINGTIAN(III)
Some Netizens purchased pure white cleanser because of the
spokesperson Ruan Jingtian
General talk about Ruan Jingtian
阮经天身上这件开胸羊毛衫，很好看，不知道是 什么牌子，哪
里有卖的啊？谢谢各位指点一下。(Link)
The woolen sweater that Ruan Jingtian wear looks good. Does
someone know the brand of it and where to buy it? Thanks
Pond’s related talk about Ruan Jingtian
我爱小天啊，今天特地去买这支洗面奶的，一看可以换购，赶紧
凑足50，哈(Link)
I love Xiao tian very much. So I buy a cleanser of Pond’s on
purpose. And making up 50 yuan to exchange another one.
哈哈~家里面洗面奶多了扑册来了 为了小天我还是要去买~ (Link)
There are a lot of cleanser in my home. But I will still buy it for
Xiao tian.
Skincare Online IWOM Yearly Audit 2009
103
FYI：VIDEO ANALYSIS FOR PROJECT OF FAIRY LADY
Spokesperson Ruan Jingtian was a hot discussion point of the
campaign video
Summary
• Fairy Lady related videos were viewed
427,606 times with 281 comments in
Tudou, Youku and other video sites.
• More than 95% comments of the video is
around the Spokesperson Ruan Jingtian.
Sample Quote:
型男，有气质，又像男孩又成熟，一个字---帅！ 旁氏我也喜欢，小天代言旁氏，非常合适！
(Link)/
What a handsome man he is! Young and
mature.And I like Pond’s as well. It is quite suitable
for Xiao Tian to be the spokesperson of Pond’s
Note: data in this page is based on publicly available source
Skincare Online IWOM Yearly Audit 2009
104
POND’S CLUB OVERVIEW (I): Discussion about Pond’s club
peaked in Q3 and it was possibly due to the conditions that more
club activates would be launched in Q3
Quarterly Buzz Trend of Pond's Club 2009
Unit: Post
Sample Quotes:
旁氏啊？我知道旁氏最近新搞了个俱乐
部 好像参加了以后买旁氏产品优惠会
很多！(Link)
113
I know that Pond’s has a VIP club
whose member would have a lot of
various of benefits.
57
43
37
Q1
Q2
Q3
Q4
Total buzz volume of Pond’s club is 250 Posts
Skincare Online IWOM Yearly Audit 2009
105
POND’S CLUB OVERVIEW (II): Discussion about Pond’s club by
netizens is entry conditions of Pond’s club and the tricks to get
more virtual points.
Brief Introduction:
Pond’s Club is VIP club for users of Pond’s. VIP user in Pond’s club could take part in various
campaign of Pond’s Club to get present. And virtual points is important part of Pond’s Club
which is a effective tool to cultivate consumers’ loyalty to Pond’s
Sample Quotes:
• 后来看到广告新出的那个三重防护的就开始狂长草！今 天拔草成功，还赶上超值积分买
赠， (Link)
After I saw the advertisement of Triple Shield UV Block, I became to hold strong desire to
buy it. Until today, I successfully own it and get double virtual points of Pond’s club.
• 要想积分多 买产品就要买双倍积分的 然后生日的时候一定要去买 因为是双倍 最后要多拉
别人入会 那样攒积分很 快的 (Link)
There are some effective way to get more virtual points. The first is to buy double point
products of Pond’s, the second is to buy the product in birthday. And the last is to
recommend more people enter the club which is the fastest way.
Skincare Online IWOM Yearly Audit 2009
106
E-community Analysis
TOP 10 E-COMMUNITIES FOR SKINCARE CATEGORY: Sohu is the
hottest e-community to discuss skincare (not data collected)
Rank
E- Community (CN)
E- Community (EN)
Posts
Post
Share
Conversations
Posters
1
搜狐女人
women.sohu.com
4,028,232
27.4%
153,545
168,848
26.2
2
YOKA
bbs.yoka.com
1,825,644
12.4%
271,689
138,679
6.7
3
网易女人
Bbs.lady.163.com
1,235,514
8.4%
88,799
255,455
13.9
4
我爱打折
bbs.55bbs.com
1,182,768
8.0%
42,586
134,876
27.8
5
天涯社区
tianya.cn
1,122,075
7.6%
66,156
309,759
17.0
6
兰蔻玫瑰社区
rosebeauty.com.cn
985,143
6.7%
63,457
40,932
15.5
7
时尚论坛
bbs.trends.com.cn
652,228
4.4%
28,371
39,854
23.0
8
淘宝网
taobao.com
637,985
4.3%
85,904
152,361
7.4
9
Onlylady
bbs.onlylady.com
480,056
3.3%
39,558
71,588
12.1
10
19lou
19lou.com
397,458
2.7%
22,292
118,302
17.8
CPR
Total buzz volume for skincare category in 2009 is 14,695,594 posts
Skincare Online IWOM Yearly Audit 2009
108
E-COMMUNITIES OVERVIEW FOR POND’S: Most of buzz volume
about Pond’s is from vertical sites
Buzz volume of top 10 e-communities for POND’S
72.4%
Vertical Site
Portal Site
Rank
E- Community
Posts
Share
1
Onlylady
7,837
41.1%
2
Yoka
3,607
18.9%
3
Sohu
1,349
7.1%
4
55bbs
956
5.0%
5
163
731
3.8%
6
Tianya
624
3.3%
7
Dianping
609
3.2%
8
Trends
605
3.2%
9
Taobao
414
2.2%
10
Rayli
242
1.3%
Total buzz volume about Pond’s is 19,076 posts.
Skincare Online IWOM Yearly Audit 2009
109
E-COMMUNITIES OVERVIEW FOR DOVE: Most of buzz volume
about Dove is from portal sites
Buzz volume of top 10 e-communities for Dove
71.3%
Vertical Site
Portal Site
Rank
E- Community
Posts
Share
1
Sohu
7,837
31.6%
2
Yoka
3,607
12.8%
3
55bbs
1,349
10.8%
4
163
956
8.3%
5
Taobao
731
5.4%
6
Tianya
624
5.0%
7
Trends
609
3.0%
8
Dianping
605
2.8%
9
Rosebeauty
414
2.7%
10
Onlylady
242
2.6%
Total buzz volume about Dove is 18,522 posts.
Skincare Online IWOM Yearly Audit 2009
110
E-community Case Study:
Vertical VS. Portal Site
VERTICAL SITE ANALYSIS: YOKA.COM
Shopping, Purchase Agent, Product Trial,
Cosmetics, Fashion, Men are, Luxury…
Brand Column
Yoka cooperate with several luxury brands
Summary
Intensive campaigns are launched on Yoka and raised lots of echo in netizens,
especially by some luxury products. Thus may lead to less interaction generated by
buzz about normal brands (which are not luxury ones) because of this community
culture.
Skincare Online IWOM Yearly Audit 2009
112
PORTAL SITE ANALYSIS: DIANPING.COM
Free Sample
Shopping
Purchase Agent
Exchange
Cosmetics
Note: forums within red box were
included in CIC Panel
Summary
Dianping used to be the website focused on delicacy, but now it created more
forums for lifestyle, especially includes cosmetics, shopping, fashion, exchange.
Skincare Online IWOM Yearly Audit 2009
113
“SHAI” CULTURE COMPARISON: Products showed off by netizens
in vertical beauty sites were more high end ones while the relatively
lower end products in portal sites
‘Shai’ (Sharing) is the culture in both portal and vertical beauty sites. Netizens are likely to share
their user experiences simultaneously with ‘Shai’, as they tended to share their comments of
products with vivid pictures. Those posts are also considered as more trustable and enjoyable.
Portal site: Dianping
Vertical beauty site: Yoka
Za, Olay, Nivea, Watsons….
Estée Lauder, Lancôme, Dior….
昨天意外发现家里附近的ZA刚好在满200减50，当然
是立减最划算咯！算下来比8折还便宜了5.2元。
(Link)// Quite a surprise to find that ZA was on sale
yesterday. It was even much cheaper than discount.
说到精华，第一想到的肯定都是精华世家雅诗兰黛，神奇
修复ANR小棕瓶，收缩毛孔明星的小绿瓶，奇迹抚痕抗皱
小紫瓶...(Link)// Speaking of essence, the first flashed
into my mind is Estée Lauder, the little brown bottle of
ANR, the little green bottle of pore minimizing, and the
little purple bottle of Wrinkle Lifting Serum …
Skincare Online IWOM Yearly Audit 2009
114
BRAND INITIATED CAMPAIGN COMPARISON: Vertical beauty sites
like Yoka are specialty in launching campaign where applicants are
willing to share campaign tricks and user experience with followers
Summary
It was common for brands to hold campaigns in
vertical beauty sites rather than portal sites.
Netizens on these sites were more passionate
and professional in beauty than that on portal
sites.
Sample quote:
我一直都很喜欢参加线上活动，但是从来没拿到过EL家的东
西，这次这个活动，朋友很早就告诉我了，所以我这次信心
大满，准备一定要得到赠品。现在我来手把手的教大家怎么
玩这个游戏吧。哈哈哈~~(Link)//I always keep high passion
in joining online campaign, but I didn’t get the chance to
win EL products. My friend told me about this campaign
very early. So I have confident to get the award and now let
me teach you how to play the game.
很高兴参加这次OL与娇兰合作的活动，并且荣幸的成为了
50个试用者之一！让我有机会体验到娇兰青春还原眼霜的魅
力!下面就是我使用娇兰青春还原眼霜的情况喽(Link)// It is
excited to join this campaign launched by Onlylady and
Guerlain and become one of fifty trial user. The following is
my use experience.
Skincare Online IWOM Yearly Audit 2009
115
CIC IMPLICATIONS FOR E-COMMUNITY: Take good advantage of
different e-communities specialty to launch successful online
campaigns
Vertical beauty sites
Brand Deliver Campaign related
information on portal sites since they
got large population
Brand Launch Campaigns on
vertical beauty site since they are
more professional
Skincare Online IWOM Yearly Audit 2009
Portal sites
116
Efluencer Analysis
EFLUENCER FOR POND’S: Here we listed top 10 potential
efluencers based on the most relevance of topics that those
posters sent online in Dec. 2009
Rank
Efluencer Name
Site Name
Posts
Evoked Reply
1
丁璠
YOKA
2
190
2
被奖励
1
119
3
猪猪拉拉
1
95
4
鸦片鱼头
8
91
5
天蓝
8
86
6
还嫌咖喱不够浓
2
70
7
爱上你的靓
1
69
8
蔷薇东季
19楼空间
(19lou)
19楼空间
(19lou)
搜狐女人社区
(Club.women.sohu)
男社会
(Mancity)
大众点评社区
(Dianping)
欧莱雅社区
(club.eladies.sina)
闺蜜网
(Kimiss)
1
62
9
潇雨晓宇
YOKA
3
59
10
雅虎丁丁
大众点评社区
(Dianping)
1
54
Note: Top 10 Efluencer list was ranked by Evoked Reply.
Evoked Reply: How many replies generated by their posts
Skincare Online IWOM Yearly Audit 2009
118
EFLUENCER FOR DOVE: Here we listed top 10 potential
efluencers based on the most relevance of topics that
those posters sent online in Dec. 2009
Rank
Efluencer Name
1
我心似海洋
2
倾听风的小鹿
3
小猪爱绿茶
4
远影儿
5
lijin_linlin
6
阿笨菜
7
木耳爱木耳
8
蚊子雯子（英国BENEFIT网85
折+免英国邮费）
9
100鲜橙汁
10
明河
Site Name
网易女性论坛
(bbs.lady.163)
时尚论坛
(Trend)
搜狐女人社区
(Club.women.sohu)
19楼空间
(19lou)
我爱打折
(55bbs)
搜狐女人社区
(Club.women.sohu)
我爱打折
(55bbs)
闺蜜网
(Kimiss)
搜狐女人社区
(Club.women.sohu)
闺蜜网
(Kimiss)
Posts
Evoked Reply
2
434
2
190
13
179
1
124
1
107
4
103
1
103
1
96
11
89
6
86
Note: Top 10 Efluencer list was ranked by Evoked Reply.
Evoked Reply: How many replies generated by their posts
Skincare Online IWOM Yearly Audit 2009
119
EFLUENCER CASE STUDY (1): Generally, there are 3 types of
efluencers in Skincare category
Industry Experts / Celebrities who enjoyed high reputation in
the industry
Those who may have been directly hired by brand or cooperate
with brands, and they are already the experts in the industry. They
are more professional but with the sense of distance.
Brand Loyal Users / Previous
Campaign Winners who are keen on
specific brand
Those who were known as loyal brand
fans, who might be more representative
than other community Efluencers. Also
those who are previous campaign winners
are welcomed to share their comments
and influence others.
Community Efluencers who are active in some specific
communities
Those who owned the higher authority and lots of followers/friends in
the specific community. And they are now highly recommended for
accepting some brand products, to cultivate them as brand specific
fans and build long-term relationship.
Skincare Online IWOM Yearly Audit 2009
120
EFLUENCER CASE STUDY (2): Nicole GG and Niuer
Nicole GG
尼可哥哥
•
For Nicole GG: (cultivated by Lancôme)
Senior National Cosmetologist, Famous
Beauty Expert
He possess excellent beauty analysis ability
with rich latest international beauty knowledge,
and he has also experienced countless
Skincare product personally
He blog to share his latest user experience
http://space.yoka.com/nicbeauty/blog/
•
For Niuer:
One of three beauty god-fathers in Taiwan
It have been 10 yeas since Niuer enter beauty
industry after graduating from medical school
The show “Wqueen” hosted by Niuer is quite
popular
He used to cooperate with brands but now
initiated his own brand
His blog to share his beauty knowledge
http://blog.sina.com.cn/u/1571898510
Niuer 牛尔
Skincare Online IWOM Yearly Audit 2009
121
Men Care Category Buzz
Overview
KEY MEN CARE BUZZ VOLUME: Biore Mens was the most
discussed brand, followed by L'Oréal Paris Men Expert
Key Competitors Men Care Series Buzz Volume in 2009
Biore
8,572
L'Oréal Paris
4,457
Unit: Post
Garnier
1,269
NIVEA
Tjoy
1,059
146
Total Key Competitors Men Care Series buzz volume in 2009 is 15,503 posts
Skincare Online IWOM Yearly Audit 2009
123
KEY COMPETITORS MEN CARE BUZZ SHARE BY FUNCTION
Key Competitors Men Care Buzz Share by Function in 2009
Biore
19.2%
L'Oréal
Paris
33.8%
Garnier
Nivea
55.0%
21.1%
52.1%
47.9%
21.9%
Tjoy
54.5%
25.6%
Hydration
Nutrition
Cleansing
46.5%
Anti-Aging
UV
Oil-Control
Total Key Competitors Men Care buzz volume in 2009 is 12,179 posts
Skincare Online IWOM Yearly Audit 2009
124
Appendix
• Consumer Online Behavior
• 2008 Skincare Data Overview
CONSUMERS PROACTIVELY GENERATE AND DISSEMINATE
IWOM I: 54.1% consumers always proactively comment on
brands/products
Whether consumers proactively
comment on brands/products
Gender Comparison of those
commenting on brand/product
59.5%
49.6%
Yes, always,
54.1%
Male
N=349
Female
N=291
Age Comparison of those
commenting on brand/product
Rarely or never,
45.9%
59.5%
46.0%
57.0%
52.2%
47.1%
25-30
31-35
36-60
N=640 BBS/Blog users
15-17
18-24
Data Source: all data comes from CIC Whitepaper: Making Sense of IWOM Topic 2 - How IWOM is generated and
disseminated
Skincare Online IWOM Yearly Audit 2009
126
CONSUMERS PROACTIVELY GENERATE AND DISSEMINATE
IWOM II: 32.4% of respondents’ comments are “triggered by
others’ comments
Situations that motivate consumer comments about brands/products
Triggered by others'comments
Comment when experience is extremely positive
Comment when experience is extremely negative
Comment whatever they experienced
N= 346 BBS/Blog users
%
32.4
28.0
34.1
38.5
30.6
27.2
28.9
19.7
16.2
33.7
28.8
22.5
20.8
20.2
19.4
31.8
36.5
13.5
31.4
25.7
23.3
20.5
22.9
23.3
20
18.9 19.8
31.7
26.8
26.8
14.6
11.5
Total
N=346
By Gender
Male
N=173
Female
N=173
By Age
15-17 18-24 25-30 31-35 36-60
N=52 N=132 N=86 N=35 N=41
Data Source: all data comes from CIC Whitepaper: Making Sense of IWOM Topic 2 - How IWOM is generated and
disseminated
Skincare Online IWOM Yearly Audit 2009
127
COMPANIES PARTICIPATE IN ONLINE COMMUNITIES: Netizens
prefer third-party BBS as online platform the most
Netizen’s preference to different online platforms
Sample quotes
%
Third-party BBS
68
Company BBS on official website
37.3
Company blog on official website
Company blog on third-party
website
24.5
10.8
 “The official company platform is too
driven by company interests while the
third-party platform is more objective
because it is managed by an
independent party.”
 “It is easy for a blog to become a
personal stage for the company, so
BBS is better.”
 “I am worried that negative posts will
be deleted and IDs will be forbidden on
official company BBS.”
 ”Many Apple fans will upload product
related articles on their own blogs.
Most of the information in official
company blogs can also be found on
company website.”
N=640 BBS/Blog users
Data Source: all data comes from CIC Whitepaper: Making Sense of IWOM Topic 2 - How IWOM is generated and
disseminated
Skincare Online IWOM Yearly Audit 2009
128
NETIZEN’S PRESERENCE TO DIFFERENT ONLINE ACTIVITIES:
Netizens prefer entertainment-driven activities the most, followed by
product experience activities
Netizen’s preference to different online activities
Preference
5
4
20
Participation %
25
3.84
3.53
3.35
20
3.63
3.43
3.27
3.27
3
15
12
10.8
9.4
2
10
7
5.6
5.5
1
5
0
0
Entertainmentdriven activities
Eventdriven
activities
Lotterydriven
activities
Product
experience
activities
Communicationdriven activities
Knowledge
sharing
activities
Creationdriven
activities
Score 1: dislike extremely
Score 5: like extremely
N=640 BBS/Blog users
Data Source: all data comes from CIC Whitepaper: Making Sense of IWOM Topic 2 - How IWOM is generated and
disseminated
Skincare Online IWOM Yearly Audit 2009
129
NETIZEN’S PRESERENCE TO DIFFERENT ONLINE ACTIVITIES I:
Netizens prefer cash or gifts as the rewards for online activities the
most
Netizens preference to different rewards of online activities I
Cash or gifts
3.8
Opportunity to join offline activity
3.7
Free product trails
3.7
Ideas or suggestions accepted
3.7
Making more net friends
3.6
Knowledge sharing
3.6
Online virtual rewards
Meeting celebrities
3.5
3.4
Score 1: dislike extremely
Score 5: like extremely
N=640 BBS/Blog users
Data Source: all data comes from CIC Whitepaper: Making Sense of IWOM Topic 2 - How IWOM is generated and
disseminated
Skincare Online IWOM Yearly Audit 2009
130
NETIZEN’S PRESERENCE TO DIFFERENT ONLINE ACTIVITIES II:
Female netizens prefer practical rewards such as cash, gifts or
opportunities to participate in offline activities
Netizens preference to different rewards of online activities II
Score 1: dislike extremely
N=640 BBS/Blog users
Score 5: like extremely
3.79
3.72
3.70
Cash or gifts
3.90
Opportunity to join offline activity
Free product trials
Ideas or suggestions accepted
15-17
Making more net friends
18-24
Knowledge sharing
25-30
31-35
Male
3.33
3.46
Female
Online virtual rewards
Meeting celebrities
36-60
3.22
3.71
Age
Gender
Data Source: all data comes from CIC Whitepaper: Making Sense of IWOM Topic 2 - How IWOM is generated and
disseminated
Skincare Online IWOM Yearly Audit 2009
131
Appendix
• Consumer Online Behavior
• 2008 Skincare Data Overview
Skincare CATEGORY BUZZ MONTHLY TREND IN 2008
Skincare Category Buzz Monthly Trend in 2008
350,000
90,000
80,000
300,000
70,000
250,000
60,000
200,000
50,000
150,000
40,000
30,000
100,000
20,000
50,000
10,000
0
0
Jan.
Feb. Mar.
Apr. May. Jun.
Jul.
Aug. Sep.
Total Skincare buzz volume in 2008 is 1,453,902 posts, coming from 229,226
conversations
Skincare Online IWOM Yearly Audit 2008
Oct.
Nov. Dec.
Unit: Post
133
SKINCARE CATEGORY BUZZ RANKING IN 2008
Top 10 Skincare Brand Ranking in 2008
Buzz Share
20.9%
Lancôme
15.3%
Clinique
13.9%
Estée Lauder
9.9%
Elizabeth Arden
9.4%
7.5%
6.4%
6.1%
5.4%
5.2%
220,052
161,488
146,241
104,154
L'Oréal Paris
99,194
Dior
79,422
Olay
66,946
Chanel
64,405
Guerlain
56,443
Avène
54,791
Total top 10 Skincare brand buzz volume in 2008 is 1,053,136 posts
Skincare Online IWOM Yearly Audit 2008
Unit: Post
134
BUZZ VOLUME OVERVIEW OF KEY COMPETITORES 2008
Buzz Volume of Pond’s & Dove and Key Competitors in 2008
L'Oréal Paris
143,064
Olay
58,327
Neutrogena
56,294
Nivea
37,173
Dove
28,350
Garnier
28,296
Pond’s
Biore
Unit: Post
19,076
18,522
Tjoy
4,915
Clean&Clear
4,860
Total buzz volume of key competitors in 2008 is 293,340 posts
Skincare Online IWOM Yearly Audit 2008
135
REPUTATION OVERVIEW OF KEY COMPETITORS
NSR of Key Competitors in 2008
93.9%
Garnier
Neutrogena
89.0%
86.5%
L'Oréal Paris
Dove
87.1%
82.6%
Nivea
84.7%
Average NSR for Skincare Category
Biore
79.5%
Olay
79.2%
Tjoy
78.5%
68.0%
Pond's
Clean&Clear
34.2%
Total sentiment buzz volume of key competitors in 2008 is 396,269 posts
Skincare Online IWOM Yearly Audit 2008
136
BUZZ VOLUME OVERVIEW OF POND’S
Monthly Trend of Buzz Volume of Pond’s in 2008
Total Buzz Volume
2,500
The “ Big Bottle with Little Volume”
Crisis of Pond’s in May. 2007 was
discussed again by Netizens in Oct.
2008 in Taobao.com and 565 Replies
were Generated in the Post.(Link)
2,000
1,500
1,000
500
0
Jan.
Feb.
Mar.
Apr.
May.
Jun.
Jul.
Aug.
Total buzz volume of Pond’s in 2008 is 114,960 posts.
Skincare Online IWOM Yearly Audit 2008
Sep.
Oct.
Nov.
Dec.
Unit: Post
137
BUZZ VOLUME OVERVIEW OF DOVE
Monthly Trend of Buzz Volume of Dove in 2008
3,000
Dove Bath Wash Trial Member
Recruiting Campaign in
Self.com Generate lots of buzz
in Nov.(Link)
2,500
2,000
1,500
1,000
500
0
Jan.
Feb.
Mar.
Apr.
May.
Jun.
Jul.
Aug.
Sep.
Oct.
Nov.
Dec.
Unit: Post
Total buzz volume of Dove in 2008 is 16,599 posts.
Skincare Online IWOM Yearly Audit 2008
138
INTRODUCTION OF PRODUCT COMMENT IN YOKA (I)
Summary
Product Comment Campaign in YOKA launched on YOKA was the initiative one
set by the community itself.
In this campaign, YOKA users are encouraged to share their user experience of
any skin care brands certainly including Pond’s & Dove.
Share Your Use Experience to Win Hot Cosmetic
39,186 netizens generated 209,843 product comment posts
Skincare Online IWOM Yearly Audit 2009
Link
139
INTRODUCTION OF PRODUCT COMMENT IN YOKA (II): Netizens
commented products with their use experience in order to get a
chance to win awards in form of playing games
Link
Skincare Online IWOM Yearly Audit 2009
140
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