Transcript IWOM Tracking for Lancome

Welcome to Social Media
CIC Contact: Adrian Ma, [email protected]
Magic Zhang, [email protected]
Samuel He, [email protected]
Part I: An Overview
- About CIC
- Social Media in China
- Trends in Chinese Social Media
Part II: L’Oreal Case Studies
- Efluencer study
- BBS/Community study
- Rosebeauty review
Part III: Summary of CIC Corporate Services
CIC Intro for L’Oreal new CEO
2
Part I: About CIC
WHO WE ARE: CIC provides unique value through
advanced technology and strategic consulting
• Founded in 2004
• Based in Shanghai with office in Beijing
• Over 70+ employees including large teams
of engineers and analysts
• With patent pending text mining technology
to categorize tens of millions of consumer
comments every month
• An experienced team of analysts with 5+
years IWOM experiences by providing
customized marketing communications
insights and recommendations
CIC Intro for L’Oreal new CEO
4
CIC IS UNIQUE: Our analysts use proprietary technology
to help you make sense of the buzz for strategic planning
• HOW MUCH talk there is
• WHAT’S being said
• WHO’S talking,
• WHERE they are talking
• If the talk is GOOD OR BAD
PROPRIETARY
TECHNOLOGY
UNMATCHED
EXPERIENCE
EXPERT
ANALYSTS
CIC Intro for L’Oreal new CEO
• WHAT IT ALL MEANS to your
business
• WHAT YOU CAN/SHOULD DO
about it.
5
WHO WE WORK WITH: CIC collaborates with leading
clients across a wide range of industries
Labs
Fortune 500 companies, leading international PR, advertising, media planning and digital agencies
and market research and management consulting firms
CIC Intro for L’Oreal new CEO
Retainer Clients
Group
6
Part I: About Social Media in China
CHINESE SOCIAL MEDIA CHANNELS
Blogs
231
Million
Diary: “About Me”
BBS
132
Million
Community: “About Topics”
CIC Intro for L’Oreal new CEO
SNS
210
Million
Network: “About Relationships”
9
THE SOCIAL MEDIA ENVIRONMNET: Chinese social media
environment is more developed than the West.
China’s 2010
Internet
Market
•
420 million – the largest number of netizens in the world.
•
132 million – BBS/Forum users
•
231 million – Active Blog users
•
210 million – SNS users
•
140% more time is spent on Net than TV by Chinese netizens.
(2009 Data by China IntelliConsulting)
Actively
Engaged
•
•
•
Highly
Influential
51% of Chinese netizens love writing in Blogs/SNS as opposed
to 26% in US. (2009 Data by Accenture)
94% of Chinese netizens have contributed to online forums as
opposed to 38% in the US and UK. (2009 Data by TNS)
On Consumer – Internet is Chinese netizens top info
source for 17 out of 19 product categories. (2009 Data by
DCCI)
•
On Brand/Society – Social media has led to numerous
brand issues/ social events in China. Their voice is often
reinforced and further spread by the echo of mass media.
CIC Intro for L’Oreal new CEO
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WHAT ARE THEY DOING ONLINE?
IM Tools
Online
shopping
222
Million
272
Million
Online
Video
Online
Gaming
265
Million
CIC Intro for L’Oreal new CEO
108
Million
321
Million
Online Music
11
CHINA SOCIAL MEDIA DOMINATES THE US: Chinese
netizens are more engaged in creating/sharing content
Source: New 2008 Social Technographics data
reveals rapid growth in adoption, 2008/10/20
Source: Chinese Social Technographics
Revealed, 2009/01/23
CIC Intro for L’Oreal new CEO
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THE TALK ABOUT INDUSTRY
Average Number of Posts per Month (Unit- million)
12
CIC beauty data dates back to 2007
On annual basis,
20 million consumer comments on our
beauty panel
30 million brand, product and attribute
mentions
from 450+ forums
10
8
6
4
2
0
Automobile MobilePhone
Sports
Computer
Baby
Beauty
Healthcare
Data Source: CIC Industry IWOM Practice Data Panels
CIC Intro for L’Oreal new CEO
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DATA: We continually collect, index and archive consumer
comments from the Chinese social web
WEB SOURCED CONSUMER COMMENTS ARCHIVED BY CIC
Industry
Auto
Average Monthly
Collected Comments
CIC Archived
Comments
Approx Unique
Consumers
13,000,000
317,488,586
3,200,000
Mobile phone
8,000,000
184,308,424
14,000,000
Sports
3,200,000
81,740,371
1,800,000
Baby care
2,000,000
73,129,805
3,200,000
Beauty
2,000,000
45,425,648
2,700,000
Hardware
3,000,000
39,758,732
2,200,000
Pharma
1,500,000
32,931,308
840,000
Education
500,000
3,934,147
260,000
Luxury
500,000
3,447,589
443,000
• EVERY MONTH: An average of 60 million consumer comments about brands,
products and services collected
• SINCE 2004: 1.5 billion online consumer comments with over 3.4 billion
identified brand, product and attribute mentions by tens of millions of
consumers dating back to 2004
CIC Intro for L’Oreal new CEO
Skincare
TEXT MINING: Product Buzz evaluation, to identify which
product is being discussed
Skin Care Project
Lancôme
Product Tree
Cleansing
Lotion
Yue Sai
Skin Care Product Tree Data Mining
• 49 brands
• 16 subcategories by Routines and
functions:
cleansing,
mask,
essence, fluid, nuit, toner, lotion,
cream, emulsion, UV, whitening,
hydration, oil control, anti-age, eye
care and lip care
Mask
Essence
Biotherm
CIC Intro for L’Oreal new CEO
Note: the tree showed here is a small
part of the product tree, which for
example.
15
Skincare
TEXT MINING: Buzz Driver evaluation, to identify which
attribute is being discussed
Skin Care Project
12 Level 1 Drivers:
Skin Type
Driver Tree
Dry Skin
Oily Skin
Using Effect
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
package
product feature
skin type
purchase channel
price
use circumstance
season
usage approach
usage problem
using effects
marketing approach
consumer age
Hydration
Whitening
Package
CIC Intro for L’Oreal new CEO
45 Level 2 Drivers
Note: the tree showed here is a small
part of the driver tree, which for example.
16
Part I: China Social Media Trends
REPUTATION MONITORING: Timely tracking also
essential for quick response
Topic: Consumers‘ Day（3.15）
3 days before
Consumer Day
Quote:
HP accused of selling
dodgy laptops
Comments:
Many negative articles
regarding HP graphics
card issue
Negative Topics
CIC Intro for L’Oreal new CEO
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NETIZENS ORGANIZING THEMSELVES: Chinese have a
long history of banding together to strengthen their voice
2006
3 days before Day
for Protecting
There areRight
more than 20
Consumers’
Key finding:
QQ-groups of angry HP
Huge quantity
consumers
consumer countrywide
Consumers
organizing
themselves
complain HP laptop has
Quote:quality problems, and
HP accused of flogging
consumers have organized to
dodgy laptops
ask for be taken good care by
HP service department.
Comments:
Consumers
organize class
action
law-suit
Keyword
cloud
148365.com(法易网) organized
Consumers go to the lawyers
lawyers holding the newsMany negative articles
for help
was concerned
HP.
Result:
release conference
HP
Search from all What happened of HP?
3 days later, HP laptop
laptop
negative articles
Early
Warning
Index
Negative Topics
problem was exposed by
to figure out what
CCTV, and the biggest brand
happened of HP
Outside
Officewas
crisis
ofHPService
China HP
Outside HP Service Office
Consumers hold banner to push HP
Consumers to show their anger
exploded.
solve the lowquality screen
“consumers hurt by HP’s flickering
screen”
“We strongly demand HP to fix bad
screens”
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Angry HP
consumers
on street
Outside China HP Tower
“HP is socially irresponsible”
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Hot Buzz – “Grass-root Beauty” fever leads the
resurgence of net stars
Netizens like to find “Grass-root Beauties”
2
1
Cabbage Princess
(2009)
3
Shanghai bus beauty
(2009)
4
Chengdu bus beauty
(2009)
Yangzhou bus beauty
(2006)
Previous Chinese net stars picked up by companies
(See more here)
In early August, a Tibetan beauty (Fig.1) was discovered and given the
online name ‘Pot Zhuang Fairy (锅庄仙子)’ (Pot Zhuang referring to folk
dance of the Zang minority). Pictures of this ‘Pure and pretty country girl’
immediately became very popular online, with netizens even thinking she
looked prettier than Tian Xian Mei Mei.
After becoming popular on variety of online communities, in September the
local government then invited her to become the spokesperson of her
hometown cabbage. Hence why she was then called the ‘Cabbage Princess (
白菜公主)’. Following on from this, ‘bus beauties’ from Shanghai (Fig.2),
Chengdu (Fig.3) and Yangzhou (Fig.4) have then continued to emerge on
different online communities. Netizens are keen on finding these civilian
beauties because they feel their character seems to be more real and closer
to their own lives.
Grass root Chinese net stars are not a new trend (See our previous study on
it here), but with Tian Xian Mei Mei, the Backdorm Boys and many other
net stars now being sponsored by corporations (See related post on our
English blog here), what brands now need to consider is exactly why
netizens are crazy about these types of stars.
Sample Quotes
还是扬州的清纯点 / Yangzhou bus mm looks a bit purer . (Link)
扬州的公交妹妹好象不做了吧 最近去江都没看到过她 / It seems that
Yangzhou bus mm has been quitted since there been a long time I haven’t
seen her at Jiang Du. (Link)
Tian Xian Mei Mei
(2006)
Backdorm Boys
(2006)
支持你`` 我们祟拜对工作认真负责的你` 你代表了我们这些平凡的人民 /
Support you! We admire your hardworking, you represents us, the ordinary
people. (Link)
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20
Discussion around men care in 2009 has increased around
55% compared to 2008, while taobao, men.sohu and trends
were the top three communities of men care buzz.
Site Allocation of Men Care
Buzz, 2008~ 2009
Buzz Volume of Men Care,
2008~ 2009
2.8%
2.8%
9,839
5.6%
2009
5,424
CPR: 3.1
32.1%
6.1%
Post
Poster
6,339
2008
8.9%
CPR: 2.6
9.7%
3,705
0
5,000
10,000
15,000
Note:* Conversation Participation Rate (CPR) measures
average post number in every conversation
* CPR =
2.6%
2.8%
Total Post No.
Total Conversation No.
taobao
tianya
19lou
baidu
men.sohu
yoka
women.sohu
12.4%
trends
163
onlylady
Note: Total posts of Men Care were 16, 178 from 2008
to 2009
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More and more male netizens now became aware of the
importance of skincare, and have joined online conversation.
Comparison of Men Care Buzz
Volume Between Men and Women
Netizens, 2008~2009
2009
Women
Men
2008
0
500
Sample quote:
1,000
Note: Total industry Men care buzz: 9,839 posts 2009
Note: Total industry Men care buzz: 6,339 posts 2008
现在男人护肤也成了趋势，越来越多的男
人关注这些(link) //Nowadays it is a trend for
males to do skincare. More and more men
started to pay attention to skincare.
CIC Intro for L'Oreal new CEO
22
Shai/晒 was mainstream culture in cosmetic communities
and drove a lot of hot conversations
Quote
这次买的东西比较多，而且有有些乱，我
稍微分了下类再贴上来……我在慢慢写具体
的内容 I bought a lot of products this time,
a little bit messy. I’ll categorize and post
them one by one. The introduction is
coming later link
PV: 7,572 Reply: 192
“Shai” posts are in around ¼ of the buzz on
BBS related to beauty.
Oftentimes a poster would list all her
cosmetic products illustrated with photos
and detailed introduction. The visual
appeal is strong as it’s very easy for
netiznes to understand what the poster
talks about. This visual approach not only
facilitated self-expression of netizens, but
also makes it easy to attract other
netizens’ attention.
CIC Intro for L'Oreal new CEO
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Category overview of Portal sites: Emotional related topics retained
the domination of portal sites, then followed by sharing and ‘Shai’
Category buzz share of Portal sites, Feb - Apr 2010
4.4%4.0%
5.3%
5.7%
6.5%
31.6%
7.0%
8.9%
24.0%
9.0%
10.6%
10.9%
21.8%
13.6%
16.8%
17.7%
Note: Total buzz volume generated in Portal sites, Feb Apr 2010: 1,829,639. Portal sites were integrated
communities which covered numerous sections,
including Sohu, Sina, Baidu, Mop, 55bbs, Tencent, Tom,
Dianping, Tianya
CIC Intro for L'Oreal new CEO
Emotion
Sharing
'Shai'
Q&A
Body slimming
Financial management
Brand Campaign
Fashion collection
Shopping
Life quality
Work&School life
Hair style
Bag
Luxury
Health
Purfume
Photogragh
Accessries
Special day
Shoes
Beauty surgery
24
Major beauty communities set special area for“Beauty
Daren (达人)” to leverage their influence
Beauty communities like 163, Onlylady, Pclady, Yoka, etc. have already build an area to recommend
those beauty Daren (达人) and their outstanding posts in the forum, as well as their beauty blogs.
Generally, three kind of people are more likely to be chosen as Daren (达人).
a) Active grass-root posters with comparatively more outstanding posts in the community.
b) Forum moderators, who have influence power in the community.
c) Well-known make up artist, stylist, skin care specialist, etc.
(a)
(b)
Link
(c)
Link
CIC Intro for L'Oreal new CEO
Link
25
Campaigns involving netizens’ participation in an easy way were an
effective approach to enrich the community buzz content, hence
should be encouraged
Subject: Daren PK - Who is the
greatest shopaholic in
Rosebeauty?
PVs: 511; Replies: 155.
link
Summary
This campaign required netizens participation by asking them to vote who is the No. 1
shopaholic in Rosebeauty. The voting approach represents low entry barrier and is helpful in
igniting netizens’ passion to participate.
On the other hand, it would possibly facilitate the development of Daren as netizens who
participate can establish their own reputation through such campaigns.
CIC Intro for L'Oreal new CEO
26
Part II: Efluencer Study
Estee Lauder was the leading brand in buzz volume, followed by
Lancôme and Clinique
Total Online Buzz Tracking Brands, Q3 2009
E'Lauder
56,606
Lancôme
36,182
Clinique
34,182
Dior
34,067
Chanel
17,117
Shiseido
11,957
0
10,000
20,000
30,000
40,000
50,000
60,000
Unit: post
Note: Total posts of six brands in Q3 2009: 190,111.
28
The most active posters contributed nearly 30% of all Estee Lauder
buzz; while contribution for Lancôme was relatively less, with
accounting 18.5%
Buzz percentage of Estee Lauder,
Q3
with CPR: 38 of top 28.2% buzz
1.2%
3.0%
4.5%
10.7%
Buzz percentage of Lancôme,
Q3
with CPR: 13 of top 18.5% buzz
1.2%
3.0%
28.2%
6.2%
10.6%
18.5%
8.1%
8.6%
95.8%
95.8%
84.8%
83.2%
63.2%
Poster %
Conversation %
Top 1% Posters
Post %
Poster %
Top 4.2% Posters
Conversation %
73.4%
Post %
Other Posters
Note: Total num of Poster of Estee Lauder in 09 Q3: 18,609; total num of Conversation of Estee Lauder in 09
Q3: 9,357; total Buzz Volume of Estee Lauder in 09 Q3: 56,606; Total num of Poster of Lancôme in 09 Q3:
14,807; total num of Conversation of Lancôme in 09 Q3: 8,092; total Buzz Volume of Lancôme in 09 Q3:
36,182.
29
The most active posters contributed nearly 30% of all Estee Lauder
buzz; while contribution for Lancôme was relatively less, with
accounting 18.5%
Estee Lauder
Buzz
contribution
from active
users
Product
related buzz
angle
Efluencers
Lancôme
Top 1.2% of posters contributed 28.2% of all
buzz, but only 4.5% of all conversations
Top 1.2% posters release 6.2% topics but
only around 18.2% buzz generated, with
relatively lower CPR
EL buzz widely scattered across an array of
different products such as Nutritious lines,
Idealist lines, and especially ANR series.
Lancôme products usually were mentioned
together with others.
Despite the overlap of top poster groups
between EL and Lancôme, they tended to pay
more attention on EL
Top 2 efluencers’ contribution for Lancôme
was relatively less, with accounting 1.8%
for Lancôme buzz.
Especially the top 2 efluencers, the BBS
moderator on Sohu, who actually played the
efluencer role, contributed 5.3% for EL buzz
Moderators:
就是美女，
宝宝迦迦
30
The moderators effectively played the efluencer role, especially for
Estee Lauder topics, which gained quite big number of participation
These 2 top posters provide a good example on the maintenance of the content as they were capable to
sustain the conversation and netizens’ engagement over the time, with relatively less unmeaning posts.
Subject: Fall in love with Estee Lauder, without fading away of beauty
EL Moderator
Total posts: 44,280
Total sticky posts: 503
Reputation credits: 78,401
Total PVs: 230,342;
Total replies: 7,190 Link
Subject: My experience of the publication of Estee Lauder New ANR.
EL & Lancôme Moderator
Total posts: 35,569
Total sticky posts: 100
Reputation credits: 63,371
Total PVs: 7,904;
Total replies: 193 Link
31
Sample posts released by Top 10 EL posters for reference
Poster
ID
Site
No. of
Post
No. of Topic
initiated
No. of
Conversation
No. of
Reply
CPR of
initiated topic
就是美女
Sohu
1,997
21
142
167
8
宝宝迦迦
Sohu
941
2
87
190
95
Xinyuer
Sohu
798
15
55
613
41
十五乖乖
Sohu
740
1
49
9
9
大心心
Sohu
695
1
37
9
9
点亮生活的四叶草
Sohu
539
10
36
750
75
-馨菲-
Sohu
337
11
43
44
4
小撇菜
Sohu
313
1
21
4
4
独舞到天明
Sohu
299
3
24
862
287
独乐乐哦
Sohu
267
1
29
10
10
32
Sample posts released by Top 10 Lancôme posters for reference
Poster
ID
Site
No. of
Post
No. of Topic
initiated
No. of
Conversation
No. of
Reply
CPR of
initiated topic
宝宝迦迦
Sohu
337
1
76
11
11
就是美女
Sohu
323
14
62
215
15
wumi_mm
Onlylady
187
1
5
248
248
chu.er
55bbs
178
4
39
468
117
点亮生活的四叶草
Sohu
172
6
14
258
43
BOOTS
55bbs
149
1
2
243
243
喜喜的橙子
55bbs
130
2
11
340
170
xinyuer
Sohu
123
4
34
7
2
十五乖乖
Sohu
118
4
28
10
3
jlamethyst
55bbs
117
1
2
340
340
33
Case Study for Efluencer
Identification (Lancome)
Criteria for Efluencer Identification
• How to Identify Daren through the whole social media channel
 High Passion ( No. of total posts relevant to beauty/luxury related )
 Interactivity ( evaluated by No. of initiated conversations relevant to
beauty/luxury related topics)
 Influence: ( No. of evoked reply/evoked replier to understand how
he/she is influential in the community)
• What’s the criteria of recommendation to different brand usage
 Brand mentions (No. of initiated conversations to the brand, topic
angle analysis (positive/negative))
 Key competitor analysis: (Deep dive on the competitors mentioned by
the efluencer, through the key competitor mentions to identify which is
the most suited brand)
Category preference: (Deep dive on the preferred category for the
efluencer to understand what’s the key category she/he loves and fully
understand L’Oreal brands marketing strategy to give out suited efluencer
list to brand)
35
Top 20 efluencers for Lancôme: “Bad Bottle Baby” ranked No. 1
regarding to post evaluation while “Ketty Jia” was saw more influential
Lancôme Top 20 efluencers By Post Oct 2009 ~ Jan 2010 (1)
Poster Name
Site Name
Post
Participated
Conversation
Evoked Reply
Evoked Poster
坏坏的瓶子宝宝
Sohu
296
247
50
67
包大婶
55bbs
263
36
55
33
宝宝迦迦
Sohu
202
81
231
128
warrior_gyh
55bbs
188
8
110
90
点亮生活的四叶草
Sohu
167
16
81
55
就是美女
Sohu
145
40
717
199
家有小灿
Yoka
123
88
0
0
查茶
Yoka
119
108
171
140
栩xu
Sohu
115
33
18
15
佳小猫的幸福
55bbs
97
34
203
181
36
Top 20 efluencers for Lancôme: Yoka and Sohu community members
showed higher interest to Lancôme as 14 of the top 20 Lancôme
efluencers were from these two communities.
Lancôme Top 20 efluencers By Post Oct 2009 ~ Jan 2010 (2)
Poster Name
Site Name
Post
Participated
Conversation
Evoked Reply
Evoked Poster
爱美丽的恺恺
Sohu
96
30
0
0
大买瑞
55bbs
88
3
0
0
xinheandu
Yoka
86
36
111
101
wingli1
Yoka
80
69
8
8
一点空气
Yoka
79
17
4
3
粉可爱ing
Sohu
64
35
0
0
Anne_小美猫
Dianping
53
16
217
43
十五乖乖
Sohu
53
20
30
22
百合雨儿
Sohu
55bbs
50
49
23
12
129
8
46
7
快乐080808
37
Lancôme Efluencer study I: Lancôme fans with high reputation in the
community
Summary
Bad bottle baby showed high involvement in Sohu community. She actively interacted with
other members and she enjoyed comparing different products together to share her
sophisticated usage experience. Her neutral comment on the products helped her win high
reputation in the community. Most of the posts she participated were relevant to Lancôme
and EA, indicating that she was more interested in Lancôme brand.
Bad bottle baby(坏坏的
瓶子宝宝)
Link
Total post number: 20,141
Essential post number:188
Reputation:14,123
Community point: 17,927
Online time:3,449hours
Online frequency:1,712
兰蔻的这个系列不错，是个味道清新，保湿效果优良的护肤
系列，可以对抗初步的因皮肤缺水而引起的衰老现象。(Link)
// Lancôme Hydra Zen series had a good efficacy on hydrating
effect and with light fragrance, it was also helpful for anti-aging
caused by lack of moisture
38
Lancôme Efluencer study II: Beauty Editor whose initiated posts easily
attracted netizens participation.
Summary
“Ketty Jia” is a big “Shai” lover who was keen to “Shai”(showing off) what she just received or
her own collections online to express her happiness and thus arouse netizens admiration. As
most of the brands she showed off were the more luxury brands, netizens would like to
enquire her about the product usage and she was willing to reply such questions. Thanks to the
good interaction, she enjoyed high reputation in 55bbs and has been effective in triggering
passion for participation.
[Katty Jia] I am late, “Shai” my gifts!!! Luck is coming, Lancôme
The happiness of
Ketty Jia (佳小猫的幸 and Clinique
福)
Total post number:
7,328
Essential post
number:3
Community point:
8,479
Reputation326
City:Beijing
Link
39
Part II: BBS/Community Study
Yoka’s sharp buzz increase was not only attributed to its site
restructure but also an activity to celebrate Yoka’s three years’
anniversary.
Buzz Allocation by Community, Q1 – Q4 2009
120,000
100,000
80,000
In Q3, total buzz on Yoka “Beauty Skincare”: 14,138
In Q4, total buzz on Yoka “Beauty Skincare”: 51,495,
which increased around 360%
Q1
60,000
40,000
Q2
Q3
Q4
20,000
0
41
Yoka had a series of activities to celebrate its three years’ anniversary,
which ignited netizens great interest and high involvement.
Link
PV: 140,399
Replies:46,963
To celebrate Yoka’s three years’ anniversary, a series of
activities were launched. E.g. “show how you dress
yourself “, and election of “most popular new Yoka
members in 2009”, which triggered netizens’ great
interest and high involvement. The incentive was very
appealing – the lucky members can attend the “2009
Cosmopolitan Beauty Awards” parties together with 40
celebrities.
Biotherm can also consider similar incentive such as
opportunity to meet Biotherm spokesperson to
maximize the impact of its campaigns.
42
In terms of CPR: 55bbs enjoyed the highest conversation participation
rate and showed a steady increasing trend.
Conversation Participation Rate by Community, Q1 – Q4 2009
16
14
12
10
Q1
8
Q2
6
Q3
Q4
4
2
0
The higher the rate is, the more active the
buzz of the site is
Note:
* Conversation Participation Rate (CPR) average post no. in every conversation
Total Post No.
* CPR =
Total Conversation No.
43
Yoka, 55bbs and sohu contributed most buzz for Biotherm in Q4
Biotherm Buzz Allocation by Community, Q1 – Q4 2009
7,000
6,000
Biotherm Buzz in Yoka increased sharply thanks to a
post comparing “eye cream” between EL,EA and
Biotherm that ignited hot discussion, which
contributed over 30% of total Yoka related buzz.(link)
5,000
4,000
3,000
2,000
Q1
Q2
Q3
Q4
1,000
0
44
Comparison of Cosmetics Forums Between Yoka and Onlylady
Cosmetics Forum Performance, 2009
Forum
Post
Overall
Buzz Rank
Conversation
Poster
CPR*
PR*
Onlylady
cosmetics
77,586
6
13,704
24,227
5.7
3.2
Yoka
cosmetics
133,852
4
33,457
37,339
4
3.5
Onlylady cosmetics forum:
 Medium size in terms of buzz volume
 High interaction (more replies of each conversation)
Yoka cosmetics forum:
 High buzz volume
 High awareness (more poster)
Note: CPR(Conversation Participation Rate) is one of the online community interaction indexes,
CPR=Post/Conversation; PR(Posting Rate) is one of the online community passion indexes, PR=Post/Poster
45
Buzz Angle Comparison: Topics on Onlylady were more free chitchat
style while Yoka saw netizens more active in sharing product usage
experience
Topic Type
Buzz Incidence on Onlylady
Buzz Incidence on Yoka
Product experience sharing
37.4%
52.6%
Q&A
24.6%
23.2%
Free trial campaign
50.2%
43.8%
“Shai” (showing off)
17.6%
16.1%
Lifestyle*
21.7%
13.9 %
Note: Lifestyle topics include topics around love, baby care, work, travel, etc. Sample lifestyle topic could be
found here
46
Campaigns on Onlylady: Netizens on Onlylady more responsive to
campaigns that require their creativity.
Collection of product usage
questions around anti-aging,
held by Sisley Suprem with
rewards.
PV: 3,349 Reply:173
Link
Show your luxury items and
the motivation why you
bought it, then summarize the
definition of “What is luxury”
in your mind in terms of
lifestyle or aspiration to win
La Mer products.
PV: 10,032 Reply:606
47
Campaigns on Yoka: Campaigns with low entry barrier and clear
message delivery easier to ignite netizens enthusiasm to participate.
Show your anti-aging tips.
PV: 3,349 Reply:173
Show your CNY life to win
Loccitane
PV: 28,543 Reply:549
Link
48
Comparison Between Onlylady and Yoka
Onlylady
Yoka
Buzz Angle
Multiple
Product driven
Communication Style
Free style discussion
Product usage sharing
Campaign Design
Encourage initiative
& creativity
Clear message delivery
Low entry barrier
Campaign Purpose
Interaction oriented
Participation oriented
Buzz Volume
Buzz
Performance
Participation
Interaction
49
Part II: Rosebeauty Community
Evaluation Study
50
Buzz of Rosebeauty has seen a visible increase in April which was
mainly as a result of the different activities raised.
240,000
Rosebeauty Buzz Tracking by Month, Jan - Apr
2010
200,000
160,000
120,000
80,000
40,000
0
Jan
Feb
Rosebeauty
Mar
Apr
Activitiy Related
Note: Total posts of Rosebeauty from Jan to Apr 2010: 546,639.
In April, Rosebeauty witnessed
a distinguished rise in total buzz
volume, which was mostly due
to brand campaigns. A
campaign series themed
“Beautiful Expo” took a lion’s
share of campaign driven buzz.
On the other hand, there was
still buzz surplus aside from the
brand campaign. Netizens
started conversations praying
for Yushu, the earth shock
region in Qin Hai, which
received a large amount of
posts, such as 21st Apr
mourning day.
51
Grabbing floor was seen a very effective tactic to raise Rosebeauty CPR.
25
20
15
Rosebeauty CPR Tracking by Month, Jan - Apr
2010
Sample Quote: 【踩楼】正月
十五闹元宵 兰蔻豪礼等你拿
(link)//[Grabbing Floor] Speak
out your wishes to Lantern
Festival and win Lancome gifts.
The reason for CPR
increase in February was a
series of brand floor-grab
Sample Quote: 【美丽
世博第3波】兰蔻 魅力 campaigns under the
name of Spring Festival;
永恒法兰西.
(link)//[Grabbing Floor, While the CPR surge in
Beautiful Expo]
April was a result of both
Lancome is originated
brand campaign and
from France, the most
netizen self-initiated
glamorous city.
conversations on praying
for Yushu.
10
5
0
Jan
Feb
Mar
Apr
Note: "Conversation Participation Rate (CPR)": average post no. in every conversation, the higher
the rate is, the hotter the related conversation is
CPR= Total Posts No./Total Conversation No.
52
Buzz Resource Study: Activities raised by Rosebeauty contributed most
buzz and also brought buzz increase to brand related topic.
300,000
Buzz allocation in Rosebeauty, Feb - Apr
2010
200,000
100,000
196,877
192,304
The greatest contributor of brand
initiated activity were floor grabbing
campaigns on The lantern Festival in
February.
Sample quote:
【踩楼】正月十五闹元宵 兰蔻豪礼
等你拿 (link)//Celebrate the Lantern
Festival and win Lancôme presents
45,221
0
Activity initiated by Brand Related Buzz Product Discussion
brand
10,520
Others
Note: Total buzz volume in Rosebeauty from Feb - Apr 2010: 444,922.
53
Category overview of Rosebeauty: Compared to Q3 2009, Rosebeauty
was considered better-balanced the category.
Category buzz share of Rosebeauty,
Feb - Apr 2010
Category buzz share of Rosebeauty,
Q3 2009
Special day
Special day
Emotion
20.8%
Shopping
Brand Campaign
7.2%
18.4%
7.6%
10.5%
60.1%
'Shai'
Sharing
8.7%
Emotion
3.3%
4.7%
6.3%
8.1%
Life quality
42.9%
Body slimming
13.8%
11.5%
13.0%
Life Quality
Luxury
Note: Total buzz volume in Rosebeauty from Feb - Apr
2010: 444,922.
Product
Campaign
Sharing
43.8%
Q&A
Work&School life
Note: Total buzz volume generated in Rosebeauty,
Q3: 480,311
Special day related topic as well as product campaign were usually initiated by brand; and Emotion category
was also sometimes combined with brand guided campaign.
54
Rosebeauty KPI Related: Since Q4 2009, Luxury/Beauty related
discussion in Rosebeauty enjoyed a big increase
Lancôme Rosebeauty KPI Related, Q1 2009 ~ Q2 2010
70.00%
60.00%
50.00%
Beauty
40.00%
Luxury
30.00%
Lancome
Brand
Mentions
20.00%
10.00%
0.00%
Q1 2009
Q2 2009
Q3 2009
Q4 2009
Q1 2010
Q2 2010
Note: Total Rosebeauty Buzz since Q1 2009: 2, 361,880 post
55
Rosebeauty KPI Related: CPR of Rosebeauty Beauty/Luxury related
was also seen a growth since Q4 2009
CPR of Rosebeauty KPI Related, Q1 2009 ~ Q2 2010
45.0
40.0
35.0
1) Rosebeauty leveraged the latest grand
occasion of World Expo Shanghai and
launched a notable campaign series with
better linkage of Lancome history
introduction
Beauty
2) Lancome Hydrazen free trial info
Grabbing floor
activity for Chinese
Valentine and used
Lancome as gift
30.0
25.0
Luxury
20.0
15.0
Lancome
Brand
Mentions
10.0
5.0
0.0
Q1 2009
Q2 2009
Q3 2009
Q4 2009
Q1 2010
Q2 2010
Note: Total Rosebeauty Buzz since Q1 2009: 2, 361,880 post
56
TACTIC/TOPIC INSPIRATION
Content Review & Comparison With Other Communities
Category overview of Portal sites: Emotion related topics dominated
portal sites, then followed by sharing and ‘Shai’
Category buzz share of Portal sites, Q3 2009
3.4%
3.4%
4.2%
5.3%
5.4%
26.8%
6.0%
7.5%
22.9%
8.4%
10.2%
11.3%
20.3%
14.8%
16.0%
16.4%
Note: Total buzz volume generated in Portal sites, Q3:
2,251,697. Portal sites were integrated communities
which covered numerous sections, including Sohu,
Sina, Baidu, Mop, 55bbs, Tencent, Tom, Dianping,
Tianya
Emotion
Sharing
'Shai'
Q&A
Body slimming
Financial management
Fashion collection
Life quality
Shopping
Work&School life
Product Campaign
Hair style
Bag
Health
Purfume
Photogragh
Personal image
Shoes
Accessries
Special day
Beauty surgery
58
Category overview of Vertical beauty sites: Besides typical hot
categories like Sharing and ‘Shai’, while campaign topics initiated by
brand were paid relatively more attentions
Category buzz share of Vertical beauty sites, Q3 2009
3.9%
4.6%
5.9%
6.2%
8.6%
39.6%
8.7%
8.8%
13.1%
28.3%
14.6%
16.1%
27.4%
16.4%
25.7%
Note: Total buzz volume generated in Vertical Beauty
sites, Q3: 618,268. Vertical beauty sites were pure
beauty communities including Yoka, Onlylady, Vogue,
Pclady, Ellechina, Self, Wqueen, Tryren, Trends, Rayli
Sharing
'Shai'
Q&A
Emotion
Shopping
Product Campaign
Financial management
Body slimming
Work&School life
Life quality
Fashion collection
Health
Bag
Personal image
Hair style
Purfume
Photogragh
Beauty surgery
Accessries
Special day
Shoes
59
Comparison of top 10 categories among Portal, Vertical beauty sites
and Rosebeauty.
Percent
Portal sites
Vertical beauty sites
Rosebeauty
Emotion
26.8%
25.7%
43.8%
Sharing
22.9%
39.6%
10.5%
'Shai'
20.3%
28.3%
3.2%
Q&A
16.4%
27.4%
4.7%
Body slimming
16.0%
13.%
6.3%
Financial management
14.8%
14.6%
1.4%
Life quality
10.2%
8.7%
8.1%
Special day
1.3%
1.1%
60.1%
Fashion collection
11.3%
8.6%
1.5%
Product Campaign
6.0%
16.1%
42.9%
Category
Note: Total buzz volume generated in Portal sites, Q3: 2,251,697. Portal sites were integrated communities
which covered numerous sections, including Sohu, Sina, Baidu, Mop, 55bbs, Tencent, Tom, Dianping, Tianya.
Total buzz volume generated in Vertical Beauty sites, Q3: 618,268. Vertical beauty sites were pure beauty
communities including Yoka, Onlylady, Vogue, Pclady, Ellechina, Self, Wqueen, Tryren, Trends, Rayli
60
To enrich ‘Others’ section, and keep Rosebeauty users stick to the site,
high level lifestyle related groups could be launched
Star
Fashion
Men
Luxury
61
Star section was common in beauty sites, as luxury attitude and
fashion trend were usually guided by them
Fashion star warehouse was built up on Yoka, which covered their dynamic campaign, fashion
tips and luxury stylish life. Through this way, combining fashion with celebrities could not only
attract fashion fans, but also celebrities’ fans as well.
Fashion star warehouse
62
Strategic/Big Idea Inspiration
Online Daren PK teamed up with offline charity: Onlylady coordinated
routine Daren PK with offline charity
Charity rays of Beauty queen
Onlylady combined online Beauty selection with
offline charity activity to enlarge impact. On one
hand, beauty daren were able to build personal
reputation through charitable activity; on the
other hand, charitable event could be promoted
online and be more attracting for people.
As for Lancôme, it might be an effective
approach to make L'Oreal charity events widely
publicized, for instance, charity for Expo in China.
 Every item donated by brand/online Daren/Onlylady staff will
be public sold through Charitable activity.
 Onlylady staff are able to participate in the public sale, the one
who offer highest price will be invited for offline Charity Ball.
 All income from public sale will be donated for Children
Charities Aid Foundation
 All members who buy charity item will be offered additional
bbs credits with equal amount.
64
Beauty expert for Q&A can help build the community, and result in a
more professional brand image in specific beauty category
Beauty Expert for Q&A
Daren
-Want to be known
as experts
-Incentives (gifts, VIP
events, etc)
Brand Community could be a better
platform to collect and address netizens’
beauty questions, for it can easily focused
on specific products or brands. The result
is return benefit for the community in a
way of professionalism. Besides,
community can refine itself Darens
through the process.
Brand becomes an
“expert” in the beauty
field and attracts more
community members,
more traffic, more buzz
Organic growth due to
the amount of high
quality information,
advice and reviews
Community
Members
-Want incentives so
try to write good
content
65
A hot topic/Daren rank can be set up to stimulate the community
members to stick to the community
A hot topic/Daren board with some community gifts can motivate the community members to
bring in more friends, initiate more valuable posts and enable more interaction with other
members. Both tangible incentives (free samples) or intangible incentives of community
currency can help build the ranking board.
Hot Topic/Daren Rank Board
How to bid to be a Daren
1. Share the most posts
with friends;
2. With most
recommended posts;
66
Cultivated VIPs as Lancôme efluencer: Yoka promote offline celebrities
as online efluencers, which could be adopted by Rosebeauty as well
Yoka invited female celebrities for special luxury column, who would
express their luxury understandings to audiences. This approach could
be similarly utilized by Rosebeauty, to cultivate VIPs as luxury model to
educate ordinary members with leading a high end life.
Socialite Profile
Socialite
Industry
Dressing style
Favorite brand
Shopping habit
Personal wish
Socialite Q&A
Q: Which single item you would
prefer to purchase.
Socialite Recommendation
Socialite Show
link
67
Part III: CIC Service for Corporate Level
ORGANIZATIONAL STRUCTURE AND IWOM
Brands
Brands
Brands
LPD
CPD
PPD
IP
&
E-Biz
ACD
Corp
PR
Brands
HR
R&D
CIC Intro for L’Oreal new CEO
69
CIC Service For L’Oreal Corporate
INT/CRM
•IWOM Media Tracking (aka the 'dashboard')
•Competitor Campaign ID
IP
•Selected Competitor Campaign Analysis
•CIC L'Oreal Trend Watch
Corporate PR
•Corporate PR Tracking
R&D
•Hot Buzzed New Product Identification
•Product Feedback Analysis (aka virtual callback))
•CIC Chemical/Product Usage Crisis Alert Weekly
•CIC Chemical/Product Usage Crisis Tracking Quarterly
•CIC Hair Care Product Usage and Attitudes Analysis
CIC Intro for L’Oreal new CEO
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CIC Service For L’Oreal LPD
Division Level
•Branded Competitor Social Site Tracking (sell to LPD only? Includes Biotherm and future others)
•Daren Tracking (sell to LPD only) (includes bloggers)
Brand Level
•Quarterly reports (Lancôme, Biotherm, Yue Sai)
•Monthly Site Strategy and Planning (Rosebeauty, Kiehl’s, later Biotherm)
•“As needed” Ad Hoc Reports (Zhangtao’s Brands, Shu Uemera)
•CIC insight consulting (all brands)
CIC Intro for L’Oreal new CEO
71
CIC Service For L’Oreal CPD
Division Level
•NA
Brand Level
•CIC Data™ Buzz Deep Dives and Brand Evaluation Report (for LRL, Maybelline, Garnier)
•CIC Data™ L’Oreal Brand Launch Measurement (for LRL, Maybelline, Garnier)
•CIC Data™ Selected Competitor Campaign Analysis (for LRL)
•CIC Data™ Selected Category Analysis (for Maybelline)
•CIC Mindset Consulting (for LRL, Maybelline, Garnier)
•CIC Alert (for LRL)
CIC Intro for L’Oreal new CEO
72
CIC Service For L’Oreal ACD
Division Level
•NA
Brand Level
•CIC Data™ Audit Report (for Vichy & La Roche-Posay)
•CIC Data™ Quarterly Report (for Vichy & La Roche-Posay)
CIC Intro for L’Oreal new CEO
73
IWOM Media Dashboard
IWOM Media Dashboard Introduction
Service Name: IWOM Media Dashboard
Description: Performance tracking with L'Oreal own brands and it's key
competitors performance. Customized for each division.
Frequency: Bi-Monthly
Current Status: For LPD division, changed to monthly-dashboard and
added the comparison with 2009 data, so they understand how to use the
report while for other divisions, not get feedback yet
Method to Improve: education/training at division level (separate divisions)
so they know how to use it and understand the index
meaning/explanations
Shared Division: All four divisions
CIC Intro for L’Oreal new CEO
75
IWOM Media Dashboard – How does it help Division?
1.
Key Findings
- General overview of findings in the report. Top-level overview if you don’t
have time to read/analyze the data
2.
Data Source Bi-Monthly Ranking
- Quality of data source (forum websites) organized by posts, posters, and
conversations, CPR.
- Useful for campaign analysis. Which sites have the most buzz? Which
sights provoke most conversation? Can then dive deeper and categorize by
routine, by function, etc…
3.
Brand Buzz Bi-Monthly Tracking
- Competitor buzz activity organized by posts, posters, and conversations
- Useful for competitor analysis. Which competitor brands are highly buzzed?
Insights into why?
4.
Brand Buzz Bi-Monthly Tracking by Site
- Useful for competitor analysis by data source (forum website). Can
leverage certain brands popularity on other websites to create more
awareness for CPD brand
CIC Intro for L’Oreal new CEO
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IWOM Media Dashboard– Key Findings
CIC Intro for L’Oreal new CEO
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IWOM Media Dashboard Data Source Monthly Ranking Mar & Apr 2010
CIC Intro for L’Oreal new CEO
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IWOM Media Dashboard
Brands Buzz Bi-Monthly Tracking - Mar & Apr 2010
CIC Intro for L’Oreal new CEO
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IWOM Media Dashboard
Brands Buzz Bi-Monthly Tracking By Site - Mar & Apr 2010
CIC Intro for L’Oreal new CEO
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Competitor Campaign ID Report
Competitor Campaign ID Report
Service Name: Competitor Campaign ID Report
Description: Bi-monthly updated list of digital campaigns from selected
competitors
Frequency: Bi-Monthly
Current Status: For LPD division, they’ve given out quick response
towards the report while for other divisions, still haven’t too much
feedback yet.
Method to Improve: Clarify the suggested campaign by CIC in the email
body to let client quick understand what’s the most interesting campaign
value to analysis. Include overall trends for all campaigns
CIC Intro for L’Oreal new CEO
82
Competitor Campaign ID Report– How does it help Division?
1.
Key Findings and Suggestions
- General overview of findings in the report. Top-level
overview if you don’t have time to read/analyze the data
2.
Campaign ID By category
- Hot buzzed campaign categorized with different categories
where client can take a quick look on the campaign “essence”
to understand what is the hot campaign online as well as the
reasons.
3.
Detailed Campaign ID Report
- A full version introduction of the campaign to give clients an
“over-all” view to understand the campaign performance. (i.e.
CPR/Reply/Page View/Key tactics/Entry barrier)
CIC Intro for L’Oreal new CEO
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Competitor Campaign ID Report
Bi-Monthly tracking report of the hottest and most relevant
campaigns to understand L’Oreal key competitors online behavior
CIC Intro for L’Oreal new CEO
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Competitor Campaign ID Report
Quick summarize the “essence” for the report to help client better
understand campaign trend and give some suggestions towards
future campaign promotion.
CIC Intro for L’Oreal new CEO
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Competitor Campaign ID Report
Campaign identification by category to help you quick understand
performance of each campaign (Deep Dive, Reason)
CIC Intro for L’Oreal new CEO
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Selected Competitor Campaign Analysis
Selected Competitor Campaign Analysis
Service Name: Selected Competitor Campaign Analysis
Description: Measure impact of selected key competitors digital
campaigns from Campaign Identification
Frequency: TBC
CIC Intro for L’Oreal new CEO
88
Selected Competitor Campaign Analysis
Measure impact of selected key competitors digital campaigns
from Campaign Identification
Buzz Trend analysis to have a general
picture
competitors media spending
Purpose
for theoncampaign
Glean insights from competitors campaign study
Netizens attitude towards the campaign(negative/positive?)
CIC Intro for L’Oreal new CEO
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Selected Hot Buzzed Product Analysis
Hot Buzzed Product Identification Report
Service Name: Hot Buzzed Product Identification Report
Description: Identify the 15 new products that are making hot buzz in the
market
Frequency: Bi-monthly
Current Status: Didn’t receive too much feedback yet
Method to Improve: Highlight competing products according to division
CIC Intro for L’Oreal new CEO
91
Hot Buzzed Product Identification Report
– How does it work?
1.
Product ID By category
- Hot buzzed product categorized with different categories
where client can take a quick look and identify easily of those
new launched product performance.
2.
Detailed Product ID
- A full version introduction of the campaign to give clients an
“over-all” view to understand the campaign performance. (i.e.
CPR/Reply/Page View/Key tactics/Entry barrier)
CIC Intro for L’Oreal new CEO
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Hot Buzzed Product Identification Report – Product ID By Category
Hot buzzed product categorized with different categories where
client can take a quick look and identify easily of those new
launched product performance.
CIC Intro for L’Oreal new CEO
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Hot Buzzed Product Identification Report – Product ID By Category
A full version introduction of the campaign to give clients an “overall” with some general evaluation tactics. (i.e. Post/Poster/CPR/PR)
CIC Intro for L’Oreal new CEO
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Product Feedback Analysis
(Virtual Callback)
Hot Buzzed Product Deep Dive Report
Service Name: Hot Buzzed Product Deep Dive Report
Description: Select the products identified from Product ID Report and
deep dive on the hottest topic angles from netizens feedback
Frequency: TBC
Current Status: Did five for Product (total 24 quotas per year)
Method to Improve: Product Identified of “hot” should buzz more than 400 posts
Extend the product tracking period for deep dive usage if buzz is too less
CIC Intro for L’Oreal new CEO
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Product Feedback Analysis (Virtual Call back):
Better understand key competitors products as well as netizens
expectations on new products
Buzz Overview of Total
Product
Hot Topic Angle Analysis
User Feedback
Different Discussion Angles
CIC Intro for L’Oreal new CEO
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2009 Trend Watch Highlights
Campaign
Tactics
Culture
Summary of Cosmetics Net Trend
Dominant trend
Emergent trend
• Shai culture prevailing
• Q&A
• Share tips on how to
distinguish fake from real
• Leverage of Daren
• Daigou (purchase from
overseas)
• DIY tests to prove product
efficacy
• Free sampling
• Grabbing floor
• Experience sharing with
‘shai’
• Exclusive pre-sale (seckill)
• Beauty channel on video sites
• Brands launched video
campaigns
• Using SNS or SNS approaches
such as bulk forwarding and
voting
CIC Intro for L’Oreal new CEO
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Takeaways – Looking back at 2009 Cosmetic Trends
Successful Campaign Tactics on Vertical Beauty Sites - SHAI
Category Buzz share, Q3 2009
4.6%3.9%
5.9%
6.2%
8.6%
39.6%
8.7%
8.8%
13.1%
28.3%
14.6%
16.1%
27.4%
16.4%
25.7%
CIC Intro for L’Oreal new CEO
Sharing
'Shai'
Q&A
Emotion
Shopping
Product Campaign
Financial management
Body slimming
Work&School life
Life quality
Fashion collection
Health
Bag
Personal image
Hair style
Purfume
Photogragh
Beauty surgery
Accessries
Special day
Shoes
100
Takeaways – Looking back at 2009 Cosmetic Trends
Campaign Tactics on Vertical Beauty Sites – Grabbing Floor
Attracted additional posters, but most important of all, it
significantly boosted posting rate for Pond’s Whitening
Num Of Posts
Num Of Posters
Posting Rate
09Q1
09Q2
09Q1
09Q2
09Q1
09Q2
Pond's
537
7,478
443
790
1.2
9.5
Olay
2,009
1,053
1,205
667
1.7
1.6
Neutrogena
1,133
705
780
473
1.5
1.5
Nivea
661
411
525
328
1.3
1.3
Garnier
253
266
211
199
1.2
1.3
Posting rate: average number of posts per poster
CIC Intro for L’Oreal new CEO
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Implication for Brands
• Branded Daren: the new brand asset
− Daren becoming brand assets — a new form of “BA” and “Brand Expert”;
they are ‘the people’s’ BA and brand expert
• Q&A and live reporting could be leveraged as a tactic to enhance interaction
in Daren campaigns.
− Brands could also consider setting up a centralized product review section
in e-commerce sites for consumers’ easy reference and navigation.
• When launching new products, brands could consider asking Daren to come
up with DIY tests to prove product efficacy to make it more compelling for
consumers.
CIC Intro for L’Oreal new CEO
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OUR BLOGS:
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