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© 2011 CIC IWOM WATCH © 2012 CIC
IWOM WATCH COMPILATION 2012
IWOM WATCH
网论观察 2012
PAGE. 3-4
Youku and Tudou Merger PAGE. 5-6 The Micro-Movie Effect
VIRAL VIDEO
Summary
In March 2012, video sharing websites Youku and Tudou announced a merger, causing tremors throughout the market. It was pretty hard to believe that these two embattled enemies could actually be partners. Netizens took to weibo to creatively express sentiments around the central premise, “Youku and Tudou are married, nothing is impossible”. Netizens developed the “YouTudo Model”, which became quite popular across China’s social networks.
Youku and Tudou Merger
Netizen Created Content – The “YouTudo” Model
The news of Youku and Tudou’s merger shook the market.
Netizens made fun the news, creating the YouTudo Model in social media. Sample Quote:
优酷深情的看了土豆一眼，于是，我们又相信爱情了[link] Youku looked at Tudou soulfully, and we believe in love again. 优酷土豆合并了。新浪看了一眼腾讯，360看了一眼QQ，苹果看了一眼安卓，蒙牛看了一眼伊利，方舟子看了一眼罗永浩，韩寒看了一眼郭敬明，……欢迎接龙[link] Youku and Tudou merged, so that Sina took a look at Tencent, 360 glanced QQ, apple … solitaire welcome.
3
CIC View
This merger is a must under the current circumstances of industry consolidation, as both were anxiously seeking a solution for the escalating competition. It is believed that this move will increase market concentration, but we’re still some way from a monopoly. YouTudou will share both user and video content, so the cost of content and bandwidth will be reduced. Advertisers will be eager to see if YouTudou will provide package media solutions that reduce the overall CPM across two sites.
Impact on the Market
YouTudou
Enriched content resource, UGC added
value
Reduced content costs
Increased user base (although there is an
overlap)
Potential for package media solutions for
agencies and advertisers
According to EnfoDesk, Youku and Tudou were the top two in online video advertising in the last quarter. Their market shares are up to 21.8% and 13.7% respectively; the merger will take them to more than a third share of the domestic video market.
Youku
Tudou
Leading Video
Market Share
4
Youku and Tudou Merger
The Micro-Movie Effect
Developing a Micro-Movie
The micro-movie is one of the latest marketing mechanisms in new media. Generally, the most successful combine humor with fashionable, trendy topics.
Rise of the Micro-Movie Micro-Movie Features and Advantages
Spread – Micro-movies can be broadly and efficiently delivered via interactive new media.
Cost – Micro-movies cost less in production, publication and transmission than conventional TVCs.
Period – Micro-movies have a short production period and condensed story arc.
Content – Micro-movies can offer a vivid and engaging medium for a brand’s story-telling.
Everyone could make a micro-movie in the early stages, and few advertisers were actually taking advantage. As such, most micro-movies were solely focused on creative content and audience appreciation. Link
JianLiBao tried to leverage netizens’ interest in micro-movies to promote products via placement. This approach was still pretty unique and added to the overall popularity of the micro-movie. Link
Casarte crowdsourced a micro-movie script from Douban.com, with the help of a prize incentive. Participants had creative freedom, as long as Casarte’s product featured. Link
Micro-Movie Marketing in Social Media
Initial Show Ad Implantation Co-Creation
5
CIC View
1. Spread – Micro-movie success is inherently linked to new media development, facilitating netizen participation.
2. Creation – Micro-movies are a quick and cost effective way to generate and express new, creative ideas.
3. Content – The micro-movie is a stylish and interesting approach to presenting brand image and product features.
4. Feedback – The brand can glean deep understanding of consumer interests through their feedback, for more effective marketing.
The Micro-Movie Effect
Micro-Movie Marketing
Summary
The story describes two colleagues clearing up their misunderstanding through collaboration. IBM implanted its solution software to improve communication and collaboration between colleagues, allowing them to realize the importance of cooperation.
Spread
This micro-movie was first promoted via Weibo, then transmitted to many other social platforms; video websites like Youku and Tudou; SNS websites like Kaixin, Renren and Douban. Engaged, entertained netizens were active participants.
IBM Micro-Movie : PingXingXiangJiao / Joined Parallel 1. IBM promoted its collaboration product via micro-movie
placement, which impressively highlighted the features and advantages from different angles.
2. IBM integrated its collaboration solution with the micro-
movie story, which evoked the resonance with netizens.
3. IBM involved its enterprise culture in the micro-movie, effectively popularizing the brand image amongst netizens.
4. The micro-movie generated interest in IBM’s offline social
business forum - Business Gets Social, which was key to the integrated promotion of IBM business collaboration.
Feature of the Case
6
IWOM WATCH About CIC
CIC is China's leading social business intelligence provider, enabling enterprise to fully leverage the power of social media and Internet Word of Mouth (IWOM) intelligence across the organization. Since 2004, CIC has pioneered IWOMized technology, research and consulting. Firstly, by coining the term IWOM and then being the first to raise the concept of “social business” in China. As the industry thought leader, we have always been at the forefront of China’s internet and social business revolution. CIC is China’s largest integrated 3rd party provider of technical IWOM solutions, social media studies and social business intelligence. In order to help companies effectively leverage this social business intelligence, CIC provides customized research, consulting services, syndicated reports, and industry trend watches, rich in actionable insight. In addition to helping brands accomplish their social business aims, CIC is also monetizing the social business industry in China, creating an integrated social business support system (IWOMmaster), powered by our proprietary technical solutions and platforms. CIC utilizes its own patent pending technology to capture millions of online conversations and “makes sense of the buzz” by analyzing them to draw out insight that leads to more effective action. CIC gathers and mines over 100 million naturally occurring consumer comments every month, from a range of uniquely Chinese social media platforms including blogs, BBS, microblogs and social networking sites, then by applying our unique, China focused methodology, provide a comprehensive picture of the social media landscape and its implications for business. To date, CIC has archived almost 7 billion mentions of brands and products, from over 2 billion consumer comments. CIC has developed solid, long-term retainer relationships with leading multinational agencies and Fortune 500 companies. For over 8 years, CIC has persisted in analyzing the milestones of China’s social media landscape, sharing the most innovative concepts and practices in IWOM in white papers and trend watches of various industries. We’ve always been committed to providing an unbiased, third-party perspective, to enrich the whole industry and help enterprise grasp the revolutionary opportunities brought about by the development of social business. In early 2012, as China’s leading social business intelligence provider, CIC agreed to be acquired by WPP’s Kantar Media, the media research and insight division of Kantar, as a move to strengthen its position and with aim to expand its social offering across Asia Pacific. Kantar Media has over 5,000 employees around the world, is currently working with 22,000 companies, tracking 3 million brands across 50 countries. As the consumer insight arm of WPP, Kantar Media provides strategic advice and competitive intelligence to the world’s leading brands, publishers, agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry. (media release) CIC will continue to provide social business intelligence from an objective, third-party perspective, to the world’s leading brands and agencies.
© 2012 CIC
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IWOM WATCH CIC IWOM watch archive
2012: 2012 IWOM Watch Travel Special Edition | view IWOM watch Compilation 2011 | view 2011: IWOM watch Special Edition: Microblog | view 2010: IWOM watch Special Edition: LBS (Location-based service) | view IWOM watch compilations from 2006 to 2010 (part 7) - How brands marketing under social media age | view IWOM watch compilations from 2006 to 2010 (part 6) - Interaction in virtual gaming world between brands and netizens | view IWOM watch compilations from 2006 to 2010 (part 5) - The inspiration from “Shai”,“Show” culture for brand marketing | view IWOM watch compilations from 2006 to 2010 (part 4) - Spoof – Brand’s “ending” or “chances”? | view IWOM watch compilations from 2006 to 2010 (part 3) - Viral videos storm come up with brands | view IWOM watch compilations from 2006 to 2010 (part 2) - Brands Crisis upgrade to 2.0 | view IWOM watch compilations from 2006 to 2010 (part 1) - New product promotion way through new media - Seckill & Group purchase | view
2009 IWOM watch 2nd half year review 2009 | view IWOM watch 1st half year review 2009 | view 2008 IWOM watch 2nd half year review 2008 | view IWOM watch 1st half year review 2008 | view IWOM watch May Special Edition (Sichuan Earthquake) 2008 | view 2007 IWOM watch 2nd half year review 2007 | view IWOM watch 1st half year review 2007 | view 2006 IWOM watch 2nd half year review 2006 | view
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