IWOM Audit Report for Unilever
Data Period: Jan-Dec 2009
CIC Contact: Abel, Abel.dong@cicdata.com
Report last edited: May 2010
REPORT CONTENT
•
Research Background
•
Research Methodology
•
Executive Summary
•
Report Content
•

Category Culture

Category IWOM Overview

Brand IWOM Overview

Campaign IWOM Overview

Competitors Intelligence Case Study

E-Community IWOM Overview

E-community Case Study: Vertical VS. Portal Site
Appendix
IWOM Audit for Unilever Jan-Dec 2009
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
4
RESEARCH DESIGN
What we analyze:
Brand analysis includes:
Data panel includes but not
limit to:
Buzz content analysis
includes:
Category
Brand
Product
Hair Issues
Campaign
E-Community
and more…
and more…
Skincare Online IWOM Yearly Audit 2009
5
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
6
RESEARCH DESIGN
What is conversation, post, topic post, reply post, poster and replier
Poster and
Replier
Conversation, Post, Topic post, Reply post
Conversation
(对话)
Poster (发帖人)
Topic Post
(首帖)
Post (帖子)
Reply Post
(回帖)
Replier (跟帖人)
Skincare Online IWOM Yearly Audit 2009
7
DATA COLLECTION:
5,292,052 posts were collected from 27 sites written by 617,300 posters
from Jan – Dec 2009
Site
(top 10)
Total Posts
Total Posters
Total
Conversations
Posts Share of
Contribution
篱笆论坛
856,039
51,210
18,973
16.2%
YOKA时尚论坛
723,565
102,765
134,120
13.7%
时尚论坛
652,228
28,895
41,480
12.3%
OnlyLady女人志
480,056
71,588
39,558
9.1%
网易女性论坛
406,154
72,700
25,132
7.7%
19楼空间
397,458
118,302
222,92
7.5%
大众点评社区
299,703
34,218
18,813
5.7%
天涯社区
291,642
100,530
18,344
5.5%
百度贴吧
194,492
233,46
233,63
3.7%
瑞丽女性网
154,383
37,092
22,676
2.9%
Skincare Online IWOM Yearly Audit 2009
8
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
10
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
11
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
12
RESEARCH METHODOLOGY: Product Buzz evaluation,
to identify which product is being discussed
Hair Care Project
LUX
Shampoo
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
Conditioner
Clear
Shampoo
Conditioner
HAZELINE
Note: the tree showed here is a small part
of the product tree, which for example.
Skincare Online IWOM Yearly Audit 2009
13
RESEARCH METHODOLOGY: Buzz Driver evaluation, to
identify which aspect of products is being discussed
Hair Care Project
Using Effects
Dryness
Driver Tree Data Mining
Driver Tree
Shiny
According to nature of online
discussion, our experts will
construct buzz driver
categorization via powerful
natural language mining tools
Function
Oil control
Sun block
Odor
Note: the tree showed here is a small
part of the drive tree, which for example.
Skincare Online IWOM Yearly Audit 2009
14
RESEARCH METHODOLOGY: For each product or driver
term mention, we Identify them by many related keywords
For Example:
Brand name: LUX
Keywords: LUX 力士
Product name: Shampoo
Keywords: Cleanser 洗发水 香波 洗发产品 洗发乳 洗发膏 洗发精 洗发露
Drive term: Expensive
Keywords:价格高 价格相对高 价格很高 贵 不实惠 不便宜
Note: each item has many keywords to ensure the coverage
and accuracy of collected data.
Skincare Online IWOM Yearly Audit 2009
15
RESEARCH METHODOLOGY: CIC data buzz measurement
coverage
Buzz Volume
• How many
mentions of
LUX products
and
campaigns?
• How many
mentions of
AQUAIR?
• How many
mentions of
LUX/AQUAIR
associated
with each
other?
……
Buzz Content
• What are they
talking about
brand, products
and campaigns
of LUX?
• What are they
talking about
AQUAIR?
• What are the
key element /
features of LUX
product they
care about?
……
Buzz Sentiment
• What are their
feelings about
LUX brand,
products and
campaigns
• What are their
attitudes toward
AQUAIR
• Which online
marketing
promotions do
they like or
dislike?
……
Buzz Source
• Where are they
talking about
LUX and
AQUAIR?
• Which type of
social media
platforms
generate most of
LUX buzz?
• Where can LUX
strengthen your
online social
media placement
……
Efluencer
• Who are LUX
fans?
• Where are
LUX fans
talking about
LUX(which
site and which
forums)?
• Who are
influencing
and leading
others’
opinions?
……
Note: various research objective and scope may have different combination of buzz measurement coverage
Skincare Online IWOM Yearly Audit 2009
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Executive Summary
EXECUTIVE SUMMARY FOR CATEGORY IWOM (1)
Summary:
• Category Culture Summary: DIY
 Spoofing culture and DIY culture showed the creativity of netizens in hair care
category
• CIC Implication for Category Culture: What does this mean to Unilever
 Brand could consider campaigns that encourage netizens to submit their receipt
of hair DIY and then receive rewards from the brand.
 Brand could consider photo sharing campaign of netizens’ DIY. Netizens could
submit or upload photo of DIY to a website appointed by the brand. This could
enhance the relationship between consumers and brand
IWOM Audit for Unilever Jan-Dec 2009
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EXECUTIVE SUMMARY FOR CATEGORY IWOM (2)
Summary:
• Category Culture Summary: TCM
 TCM is the trend for its safe, reliable and natural lifestyle. Brand could also
incorporate this concept in the online communication
• CIC Implication for TCM: What does this mean for brand
 Enhance the relationship between the brand and TCM in terms of both material and
technology
 Incorporate this concept in the online communication
IWOM Audit for Unilever Jan-Dec 2009
19
EXECUTIVE SUMMARY FOR BRAND IWOM OVERVIEW
Summary:
• LUX IWOM Summary
 LUX’s buzz volume were in the middle of all 24 brands, ranked 1st of all 3
Unilever brands
 LUX NSR increased in the second half year of 2009 for more positive posts and
less negative posts
 LUX has some loyal consumers which were less likely to change another brands
 Netizens liked LUX for its smooth, good fragrance and hair improve ability, while
some of them thought it caused dandruff
 Shiny was the most mentioned hair aspects of LUX
 E-community: Club Sohu and Yoka got most buzz volume followed by 163.com
IWOM Audit for Unilever Jan-Dec 2009
20
EXECUTIVE SUMMARY FOR E-COMMUNITY IWOM OVERVIEW
Summary:
• Clear IWOM Summary
 Clear enjoyed a higher NSR in the second half year of 2009 for the increased
positive posts at Yoka
 Netizens have good user experience of Clear and they recommended it to their
friends, which made Clear a good reputation
 Netizens praised Clear for its good cleaning effect and dandruff improvement
ability. They thought Clear was suitable for oil hair, which, however, might be a
little dry
 Scalp was the most mentioned hair aspects of Clear
 The spokesman – Xiao S was favored by the netizens for her unique character
 E-community: Trends and Yoka got most buzz volume followed by Sohu
IWOM Audit for Unilever Jan-Dec 2009
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EXECUTIVE SUMMARY FOR E-COMMUNITY IWOM OVERVIEW
Summary:
• HAZELINE IWOM Summary
 Netizens thought that Hazeline could soften the hair and deal with hair issues,
such as split ends
 Hazeline was considered as a brand with good price and good smooth effect
 Shiny was the most mentioned hair aspects of Hazeline. Netizens liked the black
sesame shampoo for its black and shiny effect
 E-community: Yoka and Sohu got most buzz volume, followed by Tianya
IWOM Audit for Unilever Jan-Dec 2009
22
Category Culture
CATEGORY ONLINE SPOOFING CULTURE (1)
Jackie Chan’s commercial for Bawang generated several spoofing
videos online, which got many views and was praised for the creativity
and interestingness
Link
Link
Link
“Ponyo on the Cliff”
version
Spoofing IT version
Patrick Keung Ho-men
imitate version
The netizen used “Ponyo on
the cliff “ (悬崖上的金鱼姬)as
the background music of
Bawang commercials and
rewrite the lyrics.
A netizen made the flash about
Windows 7 in the way just like
the Jackie Chan in Bawang
commercial.
Keung Ho-men(姜皓文) was
totally imitating Jackie Chan in
the spoofing video.
IWOM Audit for Unilever Jan-Dec 2009
24
CATEGORY ONLINE SPOOFING CULTURE (2)
Netizens also adapted the Bawang commercial messages. They used
the same sentence pattern to write nearly all the things in life
the play truant version
the original version
the space service
version
the reply post version
Link
the WOW version
Link
IWOM Audit for Unilever Jan-Dec 2009
the giving seat version
Link
25
CONSUMER INSIGHTS FROM INTERESTING TOPICS (1)
Netizens were more likely to discuss DIY in March and February
Hair DIY buzz volume and poster number in 2009
2,500
1,200
1,000
2,000
800
1,500
600
1,000
400
500
200
0
0
Jan
Feb
Mar
Apr
May
June
July
Post buzz volume
Aug
Sept
Oct
Nov
Dec
Poster No.
Total hair DIY buzz volume in 2009 is 15,169 posts
Total hair DIY poster in 2009 is 6,859
IWOM Audit for Unilever Jan-Dec 2009
26
CONSUMER INSIGHTS FROM INTERESTING TOPICS (2)
DIY culture of hair care was the hot topic when netizens talked about
hair care
Economical, interest,
convenience, safety
Reasons
to DIY
Maintain
proper
pressure
on hair
DIY Tips
Materials
Hair
DIY
Frequency
Once or twice a week for
hair conditioning DIY
Natural
material
and safe
product
Tools
Netizens prepare
themselves with all
kinds of tools
IWOM Audit for Unilever Jan-Dec 2009
Tools includes:
Plastic sheet, towel, bowl, scoop,
heating machine and so on.
27
CONSUMER INSIGHTS FROM INTERESTING TOPICS (3)
- Netizens used many different materials to DIY hair care
- DIY tips include how to choose tools, materials and notes in DIY process
Materials
Egg
DIY tips
Olive Oil
Lemon
Juice
Apple
Juice
Milk
Bear
Ginger
Juice
Essential
Oil
Click to access the raw data
Sample Quote:
同时我选择使用粗齿的梳子，因为它不会伤头发。(Link)
In the meantime, I choose thick tine comb, because it won’t hurt the hair.
切忌用热水，会令蛋汁变熟黏在发上，难以洗净。(Link)
Do not use hot water. Otherwise the egg white will stick to the hair, which is hard to clean.
不妨在洗澡时给头发上发膜，浴室内的蒸汽会帮助头发吸收发膜里的营养。(Link)
You could try make hair mask, while taking the bath. Because the steam in the bathroom will make
it easier to absorb nutrients.
IWOM Audit for Unilever Jan-Dec 2009
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CONSUMER INSIGHTS FROM INTERESTING TOPICS (4)
Different DIY ingredients with different consumers’ hair needs,
please see below for details
Egg
Apple
• Keep luxuriant hair
• Keep shiny
• Keep hair PH value
• Keep soft hair
Olive oil
Milk
• Moisten the hair
• Keep shiny
• Moisten the hair
• Keep soft hair
Lemon juice
Bear
• Control the oil
• Improve dandruff
• Make elastic hair
• Keep shiny
Ginger juice
Essential oil
• Improve hair falling
• Keep shiny
• Moisten the hair
• Improve hair condition
IWOM Audit for Unilever Jan-Dec 2009
29
CONSUMER INSIGHTS FROM INTERESTING TOPICS (5)
Netizens sought for personalization and gained the sense of
achievements via DIY
Summary
CIC View
Netizens like to share their DIY hair care
experience online. For the reasons to DIY, they
mentioned DIY products would be more
nourishing, more economical, more convenient
and more natural.
Netizens wanted to get more
choices for hair care products. They
even invented some unique recipes
which made them stand out.
When netizens treated hair by themselves, they
used towel and shower cap to maintain humidity.
Besides, they used preservative films to make the
conditioner nourish hair deeper.
Netizens would love to share the
experience with others, which
contains lots of enjoyment. This is a
new trend.
In netizens’ mind, the frequency of using DIY hair
care products (e.g. pawpaw shampoo, vinegar
shampoo, etc. ) once or twice per week was
appropriate.
Details of DIY tips were the key to the effect of
DIY products, such as fresh material, maintain
time and the pressure when treating hair.
Beer
Lemon
juice
Shampoo
Egg
Milk
Conditioner
IWOM Audit for Unilever Jan-Dec 2009
30
CONSUMER INSIGHTS FROM INTERESTING TOPICS (6)
Netizens liked sharing the DIY picture online
Link
IWOM Audit for Unilever Jan-Dec 2009
31
CIC IMPLICATION FOR DIY CULTURAL
• Driver for hair care DIY
 Personal achievement
 Health and trend of life style
 Shai culture: sharing and showing. For example, a unique receipt
of DIY made a netizen standout in the community
• What does this mean to Unilever
 A online campaign that encourage netizens to submit their receipt
of hair DIY and then receive rewards from the brand. This fuels the
R&D of brand
 A photo sharing campaign of netizens’ DIY. Netizens could submit
or upload photo of DIY to a website appointed by the brand. This
could enhance the relationship between consumers and brand
IWOM Audit for Unilever Jan-Dec 2009
32
MARKET UPDATES (1)
Natural and TCM (Traditional Chinese Medicine) was getting popular
for the awareness of health
Summary
As “nature”, “security” and “reliability” have become
the common sense when consumers enjoy their
health care, beauty care and hair care.
For hair care, the netizens wanted to use the
products, who claimed “natural” and “safe”. TCM
formula could be the main selling point. Besides,
Chinese classical culture also influences the
netizens.
Clairol herbal essences
New Rejoice TCM material
SLEK silk smooth
IWOM Audit for Unilever Jan-Dec 2009
Head & Shoulders
cool summer
natural series
33
CIC IMPLICATION FOR TCM
• Driver for TCM hair care product
 Increased awareness of safety and natural life style
 In Chinese tradition, TCM means less chemical
• What does this mean for brand
 Enhance the relationship between the brand and TCM in terms of
both material and technology
 Incorporate this concept in the online communication
IWOM Audit for Unilever Jan-Dec 2009
34
MARKET UPDATES (2)
Netizens thought that TCM was good for health
Positive Quotes About TCM
还满喜欢伊卡璐的，好歹是植物配方，比较护头皮。
(Link)
I like Clairol. At least, it is purely natural and is
good for scalp.
追风洗发水是中药去屑的？那我也要买瓶试试，看
看效果如何? (Link)
Royal Wind is based on TCM? Then I would like
to try it.
那我也要买瓶试试了，我比较信赖中药。(Link)
I would like to buy it. I trust TCM.
中药成分的霸王洗发水，确实很好用的.我们全家
都很喜欢。(Link)
Bawang containing the TCM ingredients was
pretty good. Our whole family like it.
感觉中药的东西比较好一点，没有刺激性。(Link)
I think TCM product is better for no acrimony.
IWOM Audit for Unilever Jan-Dec 2009
35
Category IWOM Overview
• Category Buzz Trend Overview
• Seasonal Analysis - Brand Level
• Hair Issue Analysis
DATA COLLECTION
Totally over 5 millions messages were collected written by 812,715
netizens
Total collected data_buzz volume and poster number in 2009
600,000
100,000
90,000
550,000
80,000
70,000
500,000
60,000
450,000
50,000
40,000
400,000
30,000
20,000
350,000
10,000
300,000
0
Jan
Feb
Mar
Apr
May
June
July
Post buzz volume
Aug
Sept
Oct
Nov
Dec
Poster No.
Total collected buzz volume in 2009 is 5,292,052 posts
Total collected poster number in 2009 is 812,715
IWOM Audit for Unilever Jan-Dec 2009
Unit: Post
37
FYI: DEFINITION OF DATA BASE 2009
Total Data
Collection
5,292,052
Hair Care
Brand Buzz
31,307
Hair Care
Attributes Buzz
224,746
Unit: Post
IWOM Audit for Unilever Jan-Dec 2009
38
HAIR CARE BUZZ VOLUME - BRAND LEVEL
- 31,307 messages were about hair care brand written by 18,718 netizens
- Hair care buzz volume got its peak in September 2009
Hair care brand buzz volume and poster number in 2009
See next two pages
for peak explanations
of Nov and Dec 2009
6,000
H&S has launched the online
campaign of winning the
samples which caused 2675
replies and accounted for 50%
of the total posts in Sep. (Link)
5,000
4,000
4000
3500
3000
2500
3,000
2000
1500
2,000
1000
1,000
500
0
0
Jan
Feb
Mar
Apr
May
June
July
Post buzz volume
Aug
Sept
Oct
Nov
Dec
Poster No
Total hair care brand buzz volume in 2009 is 31,307 posts
Total hair care brand poster in 2009 is 18,718
IWOM Audit for Unilever Jan-Dec 2009
Unit: Post
39
HOT CONVERSATIONS ANALYSIS (1) - BRAND LEVEL
Shai and User experience sharing related posts triggered hot
discussions in November 2009
Top 5 Hot conversations in November, 2009
晒新败的霸王洗发水
Show my new bought Bawang
shampoo.(Link)
164
大爱资生堂Fino高效渗透护发膜
Show my Shiseido Fino hair
mask. I love it. (Link)
149
我的力士护发2姐妹
My LUX shampoo and
conditioner. (Link)
120
开个贴教你怎样选择专业美发品
Teach you how to choose the
professional hair care product.
(Link)
大众点评霸王洗发水功能产品
Make comments on Bawang
shampoo. (Link)
69
45
Total hair care buzz volume in Nov 2009 is 4,549 posts
IWOM Audit for Unilever Jan-Dec 2009
Unit: Post
40
HOT CONVERSATIONS ANALYSIS (2) - BRAND LEVEL
Similarly, User experience sharing related posts triggered hot
discussions in December 2009
Top 5 Hot conversations in December, 2009
水之密语夜用免洗护发精华
Show my AQUAIR leave-in
night hair conditioner.(Link)
113
Cookie的2009
Show my skin care and hair
care products. (Link)
77
生活必需品之——洗发水大调查
The survey about shampoo.
(Link)
细说毛孔
Say something about the pore.
(Link)
JMS都来说说你用过的最好用的
洗发水吧！我觉得水之密语最好
Talk about the best shampoo
you ever used. I think AQUAIR
is the best. (Link)
61
50
48
Total hair care buzz volume in Dec 2009 is 4,403 posts
IWOM Audit for Unilever Jan-Dec 2009
Unit: Post
41
CIC IMPLICATION FOR HAIR CARE BRAND IWOM
• There are two types of IWOM that drove hare care
brand IWOM
 Purchased buzz: brand initiated buzz, online campaign, free
product trial, grabbing floor
 Pro & Cons: could drive buzz in a short time (for reach and
awareness) with limited long term impact (buzz quality will be a
challenge for brand)
 Organic buzz: generated by netizens who loved this brand
 Pro & Cons: is effective for long term brand IWOM in terms of quality
and volume
 Education program, Q&A session and user experience sharing could
be used to generate organic buzz
• It is suggested that brand could choose what types of
IWOM based on its strategy in short term and long
term
IWOM Audit for Unilever Jan-Dec 2009
42
HAIR CARE ATTRIBUTE RELATED BUZZ VOLUME IN 2009
Hair care attributes buzz volume and poster number in 2009
35,000
9,000
8,000
30,000
7,000
25,000
6,000
20,000
5,000
15,000
4,000
3,000
10,000
2,000
5,000
1,000
0
0
Jan
Feb
Mar
Apr
May
June
July
Post buzz volume
Aug
Sept
Oct
Nov
Dec
Poster No
Total hair care attribute related buzz volume in 2009 is 224,746 posts
Total hair care attribute related poster in 2009 is 75,641
IWOM Audit for Unilever Jan-Dec 2009
Unit: Post
43
HAIR CARE SEGMENT ANALYSIS - ATTRIBUTES LEVEL
Shampoo got most buzz volume, followed by conditioner and styling
Overall Buzz Volume Of Hair Care Segment in 2009
Shampoo
66,688
Conditioner
Styling
56,647
15,338
Key words of shampoo: 洗发水 香波 洗发用品 洗发产品 洗发液 and more
Key words of conditioner: 护发素 护发精华 润发素 护发露 护发液 护发产品 and more
Key words of styling: 造型膏 定型膏 发泥 发膏 发蜡 发雕 发冻 and more
Total hair segment buzz volume in 2009 is 138,673 posts
IWOM Audit for Unilever Jan-Dec 2009
Unit: Post
44
FYI: HAIR CARE SEGMENT ANALYSIS - ATTRIBUTES COMENTION
- Shampoo and conditioner were most likely to be mentioned together
- Styling was more likely to be mentioned with conditioner, compared with
shampoo
Shampoo
53,143
13,058
Conditioner
41.395
241
246
1,953
Styling
12.898
1. Shampoo ∩ Conditioner = 13,299 posts
• Total shampoo posts in 2009 is 66,688 posts
2. Shampoo ∩ Styling = 487 posts
• Total conditioner posts in 2009 is 56,647 posts
3. Conditioner ∩ Styling = 2,194 posts
• Total styling posts in 2009 is 15,338 posts
4. Shampoo ∩ conditioner ∩ Styling = 241 posts
IWOM Audit for Unilever Jan-Dec 2009
45
HAIR CARE SEGMENT MONTHLY ANALYSIS - ATTRIBUTES LEVEL
Buzz volume of Shampoo reached its peak in November while
Conditioner related discussion peaked in October
Hair Care Segment Monthly Cumulate Column
from Jan – Dec, 2009
18%
16%
16%
18%
14%
14%
13%
11%
6%
7%
6%
8%
38%
35%
38%
37%
33%
46%
46%
47%
49%
Jan
Feb
Mar
Apr
34%
37%
39%
49%
50%
July
Aug
45%
52%
41%
Styling
49%
May
June
Conditioner
42%
51%
56%
45%
42%
Sept
Oct
Nov
50%
Dec
Shampoo
Total hair segment buzz volume in 2009 is 138,673 posts
IWOM Audit for Unilever Jan-Dec 2009
46
CROSS BRAND HAIR SEGMENT ANALYSIS (1)
For all Unilever brands, Hair Shampoo took the biggest share of buzz
compared with Styling and Conditioner
Cross Brand Hair Care Segment
Buzz Share from Jan – Dec, 2009
100%
94
90%
80%
48
513
555
2,799
70%
907
1,223
1,532
770
1,809
1,840
60%
50%
716
40%
30%
180
2,077
658
3,297
LUX
Clear HAZELINE H&S
1,454
1,627
2,571
1,111
1,933
1,976
20%
10%
0%
Styling
L’Oreal L’Oreal
VS PANTENE AQU- SCHWA
Bawang
AIR RZKOPF Professional Paris
Conditioner
Shampoo
IWOM Audit for Unilever Jan-Dec 2009
47
Category IWOM Overview
• Category Buzz Trend Overview
• Seasonal Analysis - Brand Level
• Hair Issue Analysis
HAIR CARE SEASONAL ANALYSIS - BRAND LEVEL
Netizens were more likely to discuss hair care brands in Winter (Q4)
and Autumn (Q3) than Spring and Summer
Hair Care Seasonal Buzz Volume, 2009
14,000
12,000
10,000
9,463
Q4
8,000
6,000
11,490
Q1
Q2
5,026
5,328
4,000
Q3
2,000
0
Q1
Q2
Q3
Total hair care brands buzz volume in 2009 is 31,307 posts
IWOM Audit for Unilever Jan-Dec 2009
Q4
Unit: Post
49
FYI：HAIR CARE SEASONAL ANALYSIS - BRAND LEVEL
(WITHOUT BRAND CAMPAIGN)
Netizens were more likely to discuss hair care brands in Winter (Q4)
than other seasons
Hair Care Seasonal Buzz Volume, 2009
14,000
12,000
11,490
Q1
10,000
Q4
8,000
Q2
6,806
6,000
5,026
5,328
4,000
Q3
2,000
0
Q1
Q2
Q3
Total hair care brands buzz volume in 2009 is 28,650 posts
Note: We excluded the H&S online campaign related posts in Q3
IWOM Audit for Unilever Jan-Dec 2009
Q4
Unit: Post
50
HOT CONVERSATION ANALYSIS FOR SPRING
User experience sharing got most buzz in Spring, followed by hair
style choosing tips and Shai post
14,000
Hair Care Seasonal Buzz
Volume, 2009
Buzz Share of Top 10 Hot
Conversations Discussion Angles,
Jan. – Mar. 2009
250
12,000
220
10,000
200
162
8,000
6,000
150
5,026
129
100
4,000
57
50
50
2,000
0
Q1
Q2
Q3
Q4
0
User experience sharing
Shai post
Voting post
Total hair care brands buzz volume in Q1 2009 is 5,206 posts
Total top 10 hot conversations buzz volume in Q1 2009 is 625 posts
IWOM Audit for Unilever Jan-Dec 2009
Hair style choosing tips
Selling post
Unit: Post
51
FYI: DIFFERENT POST TYPE OF TOP 10 HOT CONVERSATIONS
IN SPRING
Post Quote
Type
【超强对比 雷人山寨】什么是真正的霸王洗发水 有图为证
Shai post
楚楚独家讲解发型秘密，分析尹恩惠VS宋慧乔今夏12款超美
发型
Hair styling choosing tips
亲爱的们，我常用的洗发水就是舒蕾了。可是最近想换了，不
知道该用什么哈，请大家推荐推荐。在这里写下你用过的最好
地的。
User experience sharing
西班牙产。批发价供应，淘宝最优惠价格，假一罚十。专柜小
样：洗发水30ML,10.5元起，发膜30ML，最高20元。
shop34042243.tao*bao.com
Selling post
大家平时都用什么洗发水？来投票
Voting post
IWOM Audit for Unilever Jan-Dec 2009
52
HOT CONVERSATION ANALYSIS FOR SUMMER
Online campaign (Clear free product trial) got most buzz in Summer,
followed by offline campaign and user experience sharing post
14,000
Hair Care Seasonal Buzz
Volume, 2009
Buzz Share of Top 10 Hot
Conversations Discussion Angles,
Apr - June 2009
350
12,000
311
300
10,000
250
8,000
Link
200
5,328
6,000
166
154
150
4,000
100
2,000
154
138
82
50
0
Q1
Q2
Q3
Q4
0
Online campaign
User experience sharing
Shai post
Total hair care brands buzz volume in Q2 2009 is 5,328 posts
Total top 10 hot conversations buzz volume in Q2 2009 is 1,005 posts
IWOM Audit for Unilever Jan-Dec 2009
Offling campaign
Hair styling choosing tips
Selling post
Unit: Post
53
FYI: DIFFERENT POST TYPE OF TOP 10 HOT CONVERSATIONS
IN SUMMER
Post Quote
Type
本活动仅限时尚论坛会员参加，所以请首先注册为时尚网和时
尚论坛会员。在本贴后跟帖申请。申请需写上对本次试用产品
的试用期待、或者是男士护理经验。
Online campaign
讨论关于沙宣发膜。老师水准都不错,不过免费当的发模就不
要有太多想法了是根据他们的需求修剪
Offline campaign
花王的亚羡姿 超好用，当然要看各人发质 ，我的头发细细 软
软，黄黄，从不染，只做卷，发质要慢慢调理，坚持用1年多
后，发质现在很好，又便宜，
User experience sharing
夏季到来困扰大家的发型问题肯定是，到底直发好还是卷发好
呢，直发清纯，卷发妩媚，但是直发不动感，卷发显得岁数成
熟，苦恼啊，愁闷啊，没关系，在这里我们将带大家一起看看
同一位超大牌明星的卷发和直发造型，值得借鉴一下。
Hair styling choosing tips
心动的飘飘然~施华蔻黄金果油润发精华乳~总结一下，一般
就是洗头过后将头发梳理一下，按压至少3下，慢慢的涂在头
发的下半部分，轻轻按摩，到均匀后用吹风机像平时一样吹风
就好了~
Shai post
三钻信誉，欧莱雅卡诗护发系列，洗发水10.5-12元，假一罚
十。
Selling post
IWOM Audit for Unilever Jan-Dec 2009
54
HOT CONVERSATION ANALYSIS FOR AUTUMN
Online campaign (H&S men) got most buzz volume followed by user
experience sharing post
14,000
Buzz Share of Top 10 Hot
Conversations Discussion Angles,
July - Sept 2009
Hair Care Seasonal Buzz
Volume, 2009
3000
12,000
2,657
9,463
10,000
2500
2000
8,000
Link
1500
6,000
1000
4,000
670
500
2,000
0
Q1
Q2
Q3
Q4
0
Online campaign
Shai post
Voting post
Total hair care brands buzz volume in Q3 2009 is 9,463 posts
Total top 10 hot conversations buzz volume in Q3 2009 is 4,144 posts
IWOM Audit for Unilever Jan-Dec 2009
408
228
112
69
User Experience sharing
Selling post
Brand Crisis
Unit: Post
55
updated
FYI: HOT CONVERSATION ANALYSIS FOR AUTUMN (WITHOUT
BRAND CAMPGIAN)
Online campaign (H&S men) got most buzz volume followed by user
experience sharing post
Buzz Share of Top 10 Hot
Hair Care Seasonal Buzz
Volume, 2009
14,000
Conversations Discussion Angles,
July - Sept 2009
800
12,000
700
10,000
670
600
500
8,000
408
6,806
400
6,000
300
200
4,000
228
112
100
2,000
0
Q1
Q2
Q3
Q4
0
User Experience sharing
Selling post
Brand Crisis
Total hair care brands buzz volume in Q3 2009 is 6,806 posts
Total top 10 hot conversations buzz volume in Q3 2009 is 1,487 posts
IWOM Audit for Unilever Jan-Dec 2009
69
Shai post
Voting post
Unit: Post
56
FYI: DIFFERENT POST TYPE OF TOP 10 HOT CONVERSATIONS
IN AUTUMN
Post Quote
强韧你的发根，答题赢取海飞丝正品体验！根据以下提出的4
个有关产品的问题，我们将随机抽取回答正确的网友，送出海
飞丝产品正品装，每周送出40份哦！
Type
Online campaign
上面几个是曾经用过的还有印象的。下面是最近三四年用过的。
潘婷：用完之后头皮屑疯长，比用夏士莲感觉还厉害，非常的 User experience sharing
难受，每天洗头还是厚厚的一层。
这次欧莱雅非常用心的做每个系列，因为产品非常齐全，连免
洗护发素基本上都分成了白天使用和夜晚使用的两种，看得我
真是爱不释手。要不是因为家里囤的东西过多，我真想抱一个
系列回来！！
Shai post
团购资生堂产品 沐浴露、洗发水、护发素、防晒系列（防晒
霜6折起 洗护套装特价中 79米）！！！！！
Selling post
以下我们设置了10个我们有可能操作的评测主题，欢迎大家投
票选出大家感兴趣、迫切想了解的，我们就会在近期隆重推出
哦。
Voting post
海飞丝：让我如何相信“你” 海飞丝洗发水内地香港执行双
重标准？
Brand crisis
IWOM Audit for Unilever Jan-Dec 2009
57
HOT CONVERSATION ANALYSIS FOR WINTER
Shai post (BAWANG) got most buzz volume in Winter followed by user
experience sharing post
14,000
Buzz Share of Top 10 Hot
Conversations Discussion Angles,
Oct - Dec 2009
Hair Care Seasonal Buzz
Volume, 2009
11,490
12,000
600
10,000
500
8,000
400
548
Link
300
6,000
267
200
4,000
100
2,000
97
61
0
0
Q1
Q2
Q3
Q4
Shai post
Hair styling choosing tips
Total hair care brands buzz volume in Q4 2009 is 11,490 posts
Total top 10 hot conversations buzz volume in Q4 2009 is 973 posts
IWOM Audit for Unilever Jan-Dec 2009
User experience sharing
Voting post
Unit: Post
58
FYI: DIFFERENT POST TYPE OF TOP 10 HOT CONVERSATIONS
IN WINTER
Post Quote
Type
晒新败的霸王洗发护发。上午和雨儿聊天，她说霸王挺好的，
我中午吃过饭就去沃尔玛溜溜，正好有套装的优惠，就顺手带
了回来~~先上图吧~1L的洗发精华素+400G的免蒸局油膏~~
Shai post
路过，帮楼主顶一顶，洗发水有时候也是能生头屑的…………
我洗过其他牌子的洗发水，像雨洁啦，清扬啊，都不怎么好！
头发洗了好干，而且容易断，换了追风试了试，真是效果挺好
的
User experience sharing
大学毕业就一直在这个行业混，对卡诗，宝美奇，欧莱雅，美
奇丝这四个牌子比较熟悉，希望能帮到你。需要帮助的朋友，
需要告诉我你的头发状况。
Hair styling choosing tips
[投票]生活必需品之——洗发水大调查
Voting post
IWOM Audit for Unilever Jan-Dec 2009
59
Category IWOM Overview
• Category Buzz Trend Overview
• Seasonal Analysis - Brand Level
• Hair Issue Analysis
HAIR ASPECTS ANALYSIS
Dryness and scalp were mentioned most among netizens, followed by
hair falling and shiny
Top 10 Hair Aspects in 2009
21,697
19,495
12,326
12,105
7,220
2,386 posts related to the
scalp was about the H&S
campaign in September.
It took 11% of total.
5,582
3,886
3,389
1,399
1,260
Total 17 hair issues buzz volume in 2009 is 92,307 posts
IWOM Audit for Unilever Jan-Dec 2009
Unit: Post
61
FYI:
Key words of hair aspects
Hair Aspects
Key Words
Dryness 干
干 枯 发质干燥 发质干枯
Scalp 头皮
头皮 过敏
Hair falling 掉发
掉头发 脱发 掉发 头发掉
Shiny 光泽
（头发）光泽 亮
Volume 蓬松
（头发）蓬松
IWOM Audit for Unilever Jan-Dec 2009
62
HAIR ASPECT ANALYSIS – DRYNESS
How to take care dry hair has trigged hot online discussions
Top 5 Hot Conversations for
Dryness Issus in 2009
Top 10 Hair Aspects in 2009
干性头发和油性头发应该怎么
护理？ How to care the oily
and dry hair? (Link)
401
Q&A post
对抗干燥季，美发小调查 Hair
care survey (Link)
185
头发干枯毛躁，我该怎么办
啊？What should I do with
my dry hair? (Link)
开个帖，教你怎么选择专业
美发品。 Tell you how to
choose the right hair care
product. (Link)
女人的一半在头发，你了解自
己的头发吗？Women’ hair is
very important. Do you know
your own hair? (Link)
Total dryness issues buzz volume in 2009 is 21,697 posts
IWOM Audit for Unilever Jan-Dec 2009
154
129
80
Unit: Post
63
HAIR ASPECT ANALYSIS – TOP 10 DRYNESS RELATED BRANDS
AQUAIR and Pantene got most dryness related post, followed by
Kerastase
Top 10 dryness related brand, from Jan. – Dec. 2009
Aquair
394
Pantene
348
Kerastase
339
L'Oreal Professional
277
Schwarzkopf
251
L'Oreal Paris
241
VS
B&F
Bawang
Herbal Essence
213
146
133
123
Total dryness issues buzz volume in 2009 is 21,697 posts
IWOM Audit for Unilever Jan-Dec 2009
64
HAIR ASPECT ANALYSIS – SCALP
Online campaign of H&S got most buzz volume, while tips for oily scalp
also trigged hot conversations
Top 5 Hot Conversations for
Scalp Issus in 2009
Top 10 Hair Aspects in 2009
强韧发根，答题赢取海飞丝正
品。 Winning H&S standard
product by answering the
questions online. (Link)
2386
解决头皮出油和使头发浓密的
一些小心得。Tips for oily
scalp care. (Link)
307
从头到脚的保湿&保湿、 美白
&油性头皮的护发。Show my
skin care and hair care
products. (Link)
267
新败养发凝胶，按摩头皮保护
毛囊。Show my new bought
capsule to protect the scalp.
(Link)
264
有和我一样正遭受着脂溢性脱
发折磨的MM吗?Does anyone
has the same problem of hair
loss like me? (Link)
232
Total scalp issues buzz volume in 2009 is 21,881 posts
IWOM Audit for Unilever Jan-Dec 2009
Unit: Post
65
FYI: HOT SCALP CONVERSATIONS ANALYSIS
Online campaign of H&S got most buzz in scalp issues
Top 10 Hot Conversations for
Scalp Aspects in 2009
答题赢取海飞丝正品
Winning H&S standard1
product by answering the
questions online Link
解决头皮出油的小心得 1
Tips for oily scalp Link
护肤奇招 我的油性头发
Show my skin care and1
hair care products Link
新败的养发凝胶
Show my new bought
capsule to protect the 1
scalp Link
有和我一样正遭受着脂溢
性脱发折磨的MM吗？
Does anyone has the 1
same problem of hair loss
like me? Link
2386
307
267
264
Summary
•
•
•
•
•
•
Brand: Head-Shoulders
Community: Onlylady
Date: Sept. 2009
Duration: 2 weeks
Reward: H&S standard products
Rule of participation:
 Answering four questions online
 The questions were about the
new H&S man shampoo
 Answers could be found in the
topic post
 Each week, 40 netizens who
correctly answered would be
chosen randomly as the winner
to get the prize.
232
Link
Unit: Post
IWOM Audit for Unilever Jan-Dec 2009
66
HAIR ASPECT ANALYSIS – HAIR FALLING
Netizens’ concerns about hair falling triggered hot discussion and
would like to find out how to treat hair falling
Top 5 Hot Conversations for
Hair Falling Issus in 2009
Top 10 Hair Aspects in 2009
疯了我，头发掉得太厉害了。Oh
my god! My hair falling is so
scary! (Link)
312
夏日炎炎如何保护头发？头发掉得
多的mm来看看。How to protect
the hair in summer? The girls with
hair falling issues come here.
(Link)
有和我一样正遭受着脂溢性脱发折
磨的MM吗? Does any suffered
from hair falling like me? (Link)
发现潘婷真的会导致头发掉得超多。
I found that PANTENE would cause
hair falling. Do you think so? (Link)
感谢杰伦，10年脱发的心路历程。
Thank you for Jay Zhou. My ten
years study on hair falling treatment.
(Link)
Total hair falling issues buzz volume in 2009 is 12,326 posts
IWOM Audit for Unilever Jan-Dec 2009
271
218
193
162
Unit: Post
67
HAIR ASPECT ANALYSIS – SHINY
User experience sharing post and shai post got most buzz volume
Top 5 Hot Conversations for
Shiny Issus in 2009
Top 10 Hair Aspects in 2009
健康光泽的美丽头发养成。基本护
发心得及技巧。My study on hair
care: How to make hair shiny and
healthy. (Link)
我要我的秀发光泽飘逸。I want
my hair become more shiny!
(Link)
TOP JEANS---篱笆烫发专家Your
personal hair stylist. The special
sales for hair care. (Link)
317
User experience
sharing
165
Shai
post
79
User experience
sharing
正确的护发方法 让发丝永远闪亮
The right hair care method would
make your hair shiny. (Link)
65
Jeans Salon首次大规模降价。The
Jeans Salon special sales. (Link)
64
Total shiny issues buzz volume in 2009 is 12,105 posts
IWOM Audit for Unilever Jan-Dec 2009
Unit: Post
68
HAIR ASPECT ANALYSIS – VOLUME
Netizens were talking about volume and wanted to keep hair volume
Top 5 Hot Conversations for
Volume Issus in 2009
Top 10 Hair Aspects in 2009
来说说最好的使头发蓬松有型的方
法。Share the best method to keep
the volume of hair. (Link)
168
有人用过洗完头发头发很蓬松的
洗发水吗？ Have you ever used
the shampoo which would keep
the volume? (Link)
137
IN-House四月烫染。你还在等什么
呢？What are you waiting for? The
April is coming. (Link)
87
有啥子能让细软头发蓬松的洗发水
么。不含硅 Recommend to me
some shampoo without silicon to
keep volume.(Link)
我要光亮柔和蓬松的秀发，晒我的
美发产品。(Link)
Total volume issues buzz volume in 2009 is 7,220 posts
IWOM Audit for Unilever Jan-Dec 2009
56
22
Unit: Post
69
CIC IMPLICATION FOR HAIR ASPECT
• Content planning
 Brand could provide value based on understanding what are
important hair issues to netizens. For example
 Tips on how to deal with dry hair
 Tips on how to prevent dry hair
 Tips on how to deal with hair failing
• Digital communication
 Associated brand/ product function with important hair issues, such
as dealing with dry hair
 Some netizens were talking about volume and brand could
consider to leverage on this point
IWOM Audit for Unilever Jan-Dec 2009
70
MONTHLY TREND ANALYSIS FOR HAIR ASPECT :
- In March, it has the most hair issues led by dryness
- Scalp got its peak in September due to H&S campaign
16,000
Top 10 Hair Issues Monthly Buzz
Volume from Jan. – Dec. 2009
14,000
Hair Breakage
12,000
Static
Greasiness
10,000
Dandruff
H&S online
campaign with
Onlyladay: 2,386
posts (Link)
8,000
Hair Ends
Volume
6,000
Shiny
Hair Falling
Dryness
Scalp
4,000
2,000
Scalp
Dryness
0
Jan
Feb
Mar
Apr
May
June
July
Aug
Sept
Total 17 hair issues buzz volume in 2009 is 92,307 posts
IWOM Audit for Unilever Jan-Dec 2009
Oct
Nov
Dec
Unit: Post
71
HAIR ASPECT ANALYSIS – DRYNESS IN MARCH:
Netizens wanted to know more about the dry hair care methods by
sharing the user experience
Buzz Share of Top 10 Hot
Conversations Discussion Angles of
Dryness in March 2009
16,000
14,000
700
687
600
12,000
555
500
10,000
400
318
300
8,000
100
6,000
0
4,000
2,000
185
200
Dryness
3,733
0
Mar
User experience sharing
Q&A
Tips for hair care
Online campaign
Sample Quotes:
我经常烫发，所以担心发梢干，就平时都用发膜
的(Link)
I always make the wave hair. So I worried about
the dry hair. I use the hair mask to protect it.
Total dryness issues buzz volume in March 2009 is 3,733 posts
IWOM Audit for Unilever Jan-Dec 2009
Unit: Post
72
FYI: HOT DISCUSSION ANGLES OF DRY IN MARCH 2009
Q&A
Sample Quote:
干性头发与油性头发应该怎么护理？
头发有干性头发，油性头发和中性头发之分。不同的性质的头发，其保养护理方法自然不同，今天我
要给大家讲的，便是干性头发护理保养的方法。 (Link)
How to care dry hair and oily hair?
There is different hair type: dry hair, oily hair and normal hair. Each hair type need different hair care
method. Today, I want to teach you how to care the dry hair.
Tips for Hair Care
Sample Quote:
我们特意请教了几个专业的发型师，让他们谈谈如何使你的头发看上去更健康、更闪亮、更顺畅的小
窍门。不必换香波，除非你的发质变化了。在这几种情况下你可以考虑换洗发香波，如：染发或烫
发，冬天的气候头发比较干燥，或你刚加入游泳队时。(Link)
We have invited some professional hair stylists, and asked them to share the tips, which would
made your hair look like more healthy, more shiny: You don’t need to change the shampoo, unless
your hair condition has changed. You could consider change another shampoo in the following
situation: hair dye, wave hair, dry hair in winter or when you just join in the swimming team.
IWOM Audit for Unilever Jan-Dec 2009
73
HAIR ASPECT ANALYSIS – SCALP IN MARCH:
The user experience sharing about scalp issue got most buzz volume
Buzz Share of Top 10 Hot
Conversations Discussion Angles of
Scalp in March 2009
16,000
14,000
12,000
10,000
8,000
6,000
Scalp
2,932
180
160
140
120
100
80
60
40
20
0
157
61
41
User experience sharing
4,000
2,000
0
Mar
Q&A
Shai post
Sample Quotes:
就是帮助修护受损发质，对于头皮也有很好的修
护作用(Link)
It can help to repair the damaged hair. In the
mean time it has a good effect on the scalp.
Total scalp issues buzz volume in March 2009 is 2,932 posts
IWOM Audit for Unilever Jan-Dec 2009
Unit: Post
74
FYI: HOT DISCUSSION ANGLES OF SCALP IN MARCH 2009
User experience sharing
Sample Quote:
油性头皮千万不要用tsubaki 啊。我之前用它超痒，头屑像下雪一样。(Link)
If you has a oil scalp, you should never use TSUBAKI. I felt itchy after using it and got many dandruff.
我也觉得头皮保护好了，头发就会好，现在我用的是水之密语，感觉跟我之前用的洗发水感觉更乳液的
感觉，很滋润。 (Link)
I think that as long as the scalp is healthy, the hair would be in the good condition. Now, I’m using
Aquair. I think this shampoo is more like the lotion, and very moist
Q&A
Sample Quote:
——最近不知道是怎么了，就是刚洗过头，头皮也是痒痒的，用手抠抠头皮，有成块的头皮屑，不知
道怎么办，大家来帮帮吗？
——用专门洗头皮的产品，或者至少用去屑的香波吧。
——用清扬吧。(Link)
——Recently, my hair is itchy even I had just washed hair.The scalp is also itchy. When I touch the
scalp, I would find the big dandruff. I don’t know what to do now. Could you give me some help?
——You could try the product aiming at cleaning scalp. At least the anti-dandruff shampoo.
——You could try Clear.
IWOM Audit for Unilever Jan-Dec 2009
75
HAIR CARE COMMUNITY ANALYSIS:
Liba got most buzz volume in 2009 followed by Yoka and Trends
List of Top 10 Hair Care Categories Site from Jan. – Dec. in 2009
Rank
Site Name
Post No.
Post %
Conversation Poster No.
PR
CPR
1
篱笆论坛
856,039
16.2%
18,973
51,210
16.7
45.1
2
YOKA时尚论坛
723,565
13.7%
134,120
102,765
7.0
5.4
3
时尚论坛
652,228
12.3%
28,895
41,480
15.7
22.6
4
OnlyLady女人志
480,056
9.1%
39,558
71,588
6.7
12.1
5
网易女性论坛
406,154
7.7%
25,132
72,700
5.6
16.2
6
19楼空间
397,458
7.5%
22,292
118,302
3.4
17.8
7
大众点评社区
299,703
5.7%
18,813
34,218
8.8
15.9
8
天涯社区
291,642
5.5%
18,344
100,530
2.9
15.9
9
百度贴吧
194,492
3.7%
23,363
23,346
8.3
8.3
10
瑞丽女性网
154,383
2.9%
22,676
37,092
4.2
6.8
PR (Posting Rate) = Post No. / Poster No.
CPR (Conversation Participation Rate)= Post No. / Conversation No.
Total hair care category buzz volume in 2009 is 5,292,052 posts
IWOM Audit for Unilever Jan-Dec 2009
Unit: Post
76
Brand IWOM Overview
• Brand Buzz Volume Overview
• Unilever And Its Competitor
Brand Health Check
• Brand and Hair Issues Crossed
Analysis
• Spokesman Analysis
BRAND BUZZ VOLUME ANALYSIS(I)
VS got most buzz volume in 2009, followed by L’Oreal Professional
Brand Buzz Volume of Top 10 hair care brands
from Jan. – Dec. 2009
VS
4,654
L'Oreal Professionnel
4,368
Aquair
4,206
L'Oréal Paris
3,926
H&S
3,637
Pantene
3,283
1st half
of 2009
NSR
2nd half
of 2009
NSR
88.6%
95.0%
92.2%
85.6%
75.9%
88.0%
87.5%
85.3%
69.6%
62.0%
77.7%
58.9%
Schwarzkopf
2,431
72.4%
76.1%
Bawang
2,429
77.6%
70.4%
Kérastase
2,407
93.3%
89.4%
86.1%
83.3%
B&F
1,688
Unit: Post
Total 24 hair care brands buzz volume in 2009 is 40,788 posts
IWOM Audit for Unilever Jan-Dec 2009
78
BRAND BUZZ VOLUME ANALYSIS(II)
- LUX, Clear were in the middle of all tracked brands
- While HAZELINE didn’t performed very well
Brand Buzz Volume of Top 11- 20 hair care brands,
from Jan. – Dec. 2009
Lux
1,232
Rejoice
965
Asience
934
1st half
of 2009
NSR
2nd half
of 2009
NSR
32.5%
86.3%
-17.3%
30.3%
100%
92.5%
Clear
900
83.5%
98.1%
Bawang zhuifeng
890
100%
96.4%
64.1%
79.0%
26.3%
74.4%
93.8%
83.3%
54.8%
89.0%
77.8%
71.4%
Tsubaki
808
Herbal Essence
688
Wella
Slek
HAZELINE
479
293
255
Unit: Post
Total 24 hair care brands buzz volume in 2009 is 40,788 posts
IWOM Audit for Unilever Jan-Dec 2009
79
FYI: LUX NSR ANALYSIS
The more positive posts and less negative posts about LUX in the
second half year of 2009 led to the NSR increase
positive
posts
Netizens get more involved in the 2nd half year. They shared LUX
user experience online and made good comments.
Sample quote:
力士就不错啊~发膜最好用了~(Link)
LUX was quite good and its hair mask was very good.
Negative
posts
Negative post about LUX decreased in the 2nd half
year of 2009
Sample quote:
力士的不好用，太干(Link)
Lux was not good. It was too dry
IWOM Audit for Unilever Jan-Dec 2009
80
FYI: CLEAR NSR ANALYSIS
1) Clear NSR increased mainly owned to the increasing positive
posts at Yoka in the second half year of 2009
2) Netizens liked Clear Men shampoo, and made good comments of
Clear in the second half year of 2009
Clear positive buzz volume
in the 1st half year of 2009
Clear positive buzz volume
in the 2nd half year of 2009
120
Sample Quotes:
真的超好用！超赞，强烈推荐！
这款新推出之后，偶就给老公买
了这款了，老公用后赞不绝口，
之后也有推荐他的朋友用。(Link)
Clear is very good! I really
recommended Clear. I bought
men shampoo for my husband.
He liked it very much after using
the
shampoo.
He
also
recommended
Clear
men
shampoo to his friend.
100
80
60
40
20
0
Online campaign at Trends
Yoka comments
Others
Unit: Post
IWOM Audit for Unilever Jan-Dec 2009
81
FYI: SAMPLE QUOTES – VS, L’OREAL PROFESSIONAL AND
AQUAIR
Sample Quote：
Sample Quote：
Sample Quote：
在用沙宣新出的深层水养
感觉不错，柔顺有光泽。
(Link)
I am using the new VS
shampoo. It feels good.
My hair becomes gentle
and shiny.
非常喜欢欧莱雅的东西，
效果非常好，决定再去
买。(Link)
I like L’Oreal Professional
product. It has a quite
good effect. I will buy it
again.
我冬天的头发很干洗了这
个之后效果很好，洗完之
后头发很滑溜很滋润。
(Link)
My hair was very dry in
winter, however after
using it, my hair became
smooth and moist.
IWOM Audit for Unilever Jan-Dec 2009
82
BRAND OVERVIEW – LUX
- Loyalty: LUX owned some loyal and satisfied consumers
- Competitive advantages: consumers thought LUX’s user experience
was better than competitors
Loyal Consumers
Sample Quote:
我觉得力士不错啊，一直用了很长时间了。(Link)
I think that LUX is not bad. I’m using it for a long time.
我和我妈断断续续用了力士好多年了，觉得很好用~ 香味头屑这几方面都很满意的。(Link)
My mother and I have used LUX for several years. I think that it is quite good at odor and improve
dandruff.
Competitive Advantages
Sample Quote:
力士感觉不错，之前有用过，飘柔用完以后，就决定还是买这个。(Link)
I used LUX before. It was quite good. So when I ran out of Rejoice,
I decided to buy LUX again.
用过力士、施华蔻、飘柔、海飞丝、伊卡璐、资深堂，但最好用、舒服的还是力士。(Link)
I have used LUX, Schwarzkopf, Rejoice, H&S, Herbal Essence and AQUAIR. Among all of them, I
think that LUX is the best and the most comfortable.
IWOM Audit for Unilever Jan-Dec 2009
83
BRAND OVERVIEW – CLEAR
- Recommendable: consumers would like to recommend Clear
- Good user experience: Clear was perceived as being effective,
especially for oily hair
Recommended to Friends
Sample Quote:
清扬是不错，洗完之后还有一种清凉的感觉，推荐给大家。(Link)
Clear is quite good. After using it, I felt very cool. I recommended to you all.
就是相信清扬。(Link)
I just trust Clear.
Good User Experience
Sample Quote:
我用了清扬，感觉还不错哦。(Link)
I have used Clear, it feels good.
我觉得清扬对油性头发还不错，效果可以。(Link)
I think Clear is quite suitable for the oily hair, which has a good effect.
以前用过海飞丝滴，实在是不适合我。现在发现了清扬，貌似还不错。(Link)
I have used H&S before, but it was not suitable for me at al. Now I have found Clear, which is pretty
good.
IWOM Audit for Unilever Jan-Dec 2009
84
BRAND OVERVIEW – HAZELINE
- Soften hair: consumers thought HAZELINE could make hair soft
- Deal with Hair Issues: HAZELINE was perceived as being effective in
dealing with hair issues, such as dry hair, hair with split ends
Make Hair Soft
Sample Quote:
我头发很干燥，用了夏士莲感觉非常顺滑，这种体验以前都没有过。(Link)
My hair was very dry, but it became very soft and gentle after using HAZELINE. I have no such
experience before.
我用夏士莲的，不错，洗后头发挺柔的。(Link)
I use HAZELINE. It’s good. My hair is very soft after using it.
Take Care of Hair Issue
Sample Quote:
——我是典型的沙发，应该怎么护理啊？
——夏士莲和百年润发还可以哦。(Link)
——I’ve got the typical dry hair. What can I do?
——You could try HAZELINE and Bai Nian Run Fa.
我的是用夏士莲，会把分叉的状况减轻，头发也顺很多。(Link)
I use HAZELINE, which could mend split ends. My hair became much more smooth now.
IWOM Audit for Unilever Jan-Dec 2009
85
MONTHLY BUZZ VOLUME ANALYSIS (1) - UNILEVER BRANDS
Clear got the peak in April for the campaign, while LUX got its peak in
November for Shai post
Unilever brand monthly buzz volume trend
from Jan. – Dec. 2009
350
300
The Shai “My LUX
shampoo and
conditioner.” For
more information
see here (Link)
250
200
The campaign of
Clear. For more
information see
here (Link)
150
100
50
0
Jan
Feb
Mar
LUX
Apr
May
June
July
Aug
Clear
Total 24 hair care brands buzz volume in 2009 is 40,788 posts
IWOM Audit for Unilever Jan-Dec 2009
Sept
Oct
Nov
Dec
HAZELINE
Unit: Post
86
MONTHLY BUZZ VOLUME ANALYSIS (2) - TOP 3 BRANDS
Tips for hair style and Shai post caused the buzz peak in April and
October in 2009 respectively
Top 3 Brand monthly buzz volume trend from
Jan. – Dec. 2009
1400
1200
1000
Shai post about AQUAIR
led to the buzz peak. For
more information see
here (Link)
Tips about choosing
the hair style trigged
hot
conversations(Link)
For more
information, see
here (Link)
800
600
400
200
0
Jan
Feb
Mar
Apr
May
June
VS
AQUAIR
Total 24 hair care brands buzz volume in 2009 is 40,788 posts
July
Aug
Sept
Oct
Nov
Dec
L'Oreal Professional
IWOM Audit for Unilever Jan-Dec 2009
Unit: Post
87
MONTHLY BUZZ VOLUME ANALYSIS (3) – P&G 3 BRANDS
H&S got its peak in September for the online campaign at Onlylady
P&G 3 Brand monthly buzz volume trend
from Jan. – Dec. 2009
3000
H&S has launched the
online campaign of winning
the samples.(Link)
2500
2000
1500
1000
500
0
Jan
Feb
Mar
Rejoice
Apr
May
June
July
Aug
Pantene
Sept
Oct
Nov
Dec
H&S
Total 24 hair care brands buzz volume in 2009 is 40,788 posts
IWOM Audit for Unilever Jan-Dec 2009
88
BRAND BUZZ VOLUME ANALYSIS – AQUAIR(1)
Shai post of the hair mask caused the hot conversations in November
Top 5 Hot Conversations of
AQUAIR in Nov, 2009
大爱资生堂Fino高效渗透护
发膜Show my Shiseido
Fino hair mask. I love it.
(Link)
已经买好了，水之密语I have
bought it, AQUAIR! (Link)
说说我用过的去屑洗发水。
Say something about the
shampoo improve the
dandruff I ever used.(Link)
佳佳的洗护囤货清单Show the
body care and hair care
products.(Link)
求用了不掉发的洗发水。I am
looking for the shampoo,
doesn’t cause the hair falling.
(Link)
149
14
Summary:
One netizen put her new bought Shieseido
hair mask online, praised for its good effect
in moist and soft, which led to hot
conversations.
Sample quotes:
来看看，支持，这个发膜我也长草。(Link)
I support you! I want to buy this mask, too.
14
13
11
Total AQUAIR buzz volume in Nov 2009 is 1,044 posts
IWOM Audit for Unilever Jan-Dec 2009
Unit: Post
89
BRAND BUZZ VOLUME ANALYSIS – AQUAIR(2)
Shai and sharing user experience post triggered hot discussion
Top 5 Hot Conversations of
AQUAIR in Dec, 2009
水之密语夜用免洗护发精华
Show my AQUAIR leave-in
night hair conditioner.(Link)
113
都来说说你好用的洗发水
Come and say the shampoo
you think good.(Link)
48
我觉得水之密语最好。I think
AQUAIR is the best. (Link)
JMS来讨论下你们用过的洗发
水。Talk about the shampoo
you used.(Link)
用过的洗发水大PK。Compare
the shampoo I have
used.(Link)
Summary:
A netizen showed the AQUAIR hair mask
online, shared her using experience. She
liked its nice odor and good effect.
Sample quotes:
性价比不错的，水之密语最大优点就是它的
味道。(Link)
It has a high value for money. The biggest
strength of AQUAIR is odor.
43
30
21
Total AQUAIR buzz volume in Dec 2009 is 1,190 posts
Come back to previous page
IWOM Audit for Unilever Jan-Dec 2009
Unit: Post
90
BRAND BUZZ VOLUME ANALYSIS – L’OREAL PROFESSIONAL
The launch of L’Oreal Paris hair care product triggered hot discussion
Top 5 Hot Conversations of
L’OREAL PARIS in Aug,
2009
晒晒刚上架的平价欧莱雅洗
发护发产品Show new
launched L’Oreal hair care
product.(Link)
408
疯狂欧莱雅特卖之护发。Sell
L’Oreal hair care
product.(Link)
巴黎欧莱雅居然也出洗发水
了。L’Oreal Paris has
shampoo product now! (Link)
欧莱雅护发新品发布会。
L’Oreal new hair care product
launch event.
(Link)
出售欧莱雅洗发水。
Sell L’Oreal Paris
shampoo.(Link)
137
Summary:
A netizen was surprised to find the L’Oreal
Paris hair care product at the supermarket.
She was very happy that L’Oreal now has
the hair care product in a fair price. So she
bought it and put the pictures online to
share the information with others.
Sample Quotes:
恩恩，价格比较可爱，才25米。(Link)
The price is good, it’s only 25 yuan.
44
39
21
Total L’Oreal Paris buzz volume in Aug 2009 is 808 posts
Come back to the previous page
IWOM Audit for Unilever Jan-Dec 2009
Unit: Post
91
Brand IWOM Overview
• Brand Buzz Volume Overview
• Unilever And Its Competitor
Brand Health Check
• Brand and Hair Issues Crossed
Analysis
• Spokesman Analysis
BRAND HEALTH CHECK (1) - UNILEVER BRANDS
- Both Clear and LUX improved its performance in 2nd half of 2009
- It indicates that improvement in buzz volume is a important task for
Unilever brands
IWOM health matrix for Unilever 3 brand in 2009
100.0%
NSR(Net Sentiment Rate)
90.0%
80.0%
70.0%
60.0%
50.0%
Low buzz volume, low NSR
Low buzz volume, high NSR
High buzz volume, low NSR
High buzz volume, high NSR
40.0%
30.0%
0
500
1,000
1,500
2,000
2,500
3,000
3,500
Buzz Volume
Lux 1st half of 2009
Lux 2nd half of 2009
HAZELINE 1st half of 2009
HAZELINE 2nd half of 2009
IWOM Audit for Unilever Jan-Dec 2009
Clear 1 st half of 2009
Clear 2nd half of 2009
93
BRAND HEALTH CHECK (2) - COMPETITORS
VS, L’Oreal Paris, L’Oreal Professional and AUQAIR enjoyed both
high buzz volume and high NSR
IWOM health matrix for key competitors in 2009
100.0%
NSR(Net Sentiment Rate)
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
Low buzz volume, low NSR
Low buzz volume, high NSR
High buzz volume, low NSR
High buzz volume, high NSR
note: 1st and 2nd half means the first
half and second half year 2009
30.0%
0
500
1,000
1,500
2,000
2,500
3,000
3,500
Buzz Volume
L’Oreal Paris 1st half
Schwarzkopf 1st half
H&S 1st half
Bawang 1st half
L’Oreal Paris 2nd half
Schwarzkopf 2nd half
H&S 2nd half
Bawang 2nd half
L’Oreal Professional 1st half
Pantene 1st half
VS 1st half
AQUAIR 1st half
IWOM Audit for Unilever Jan-Dec 2009
L’Oreal Professional 2nd half
Pantene 2nd half
VS 2nd half
AQUAIR 2nd half
94
Brand IWOM Overview
• Brand Buzz Volume Overview
• Unilever And Its Competitor
Brand Health Check
• Brand and Hair Issues Crossed
Analysis
• Spokesman Analysis
UNILEVER BRAND BUZZ VOLUME ANALYSIS
LUX and Clear got more discussion than HAZELINE
Brand Buzz Volume of Top 11- 20 hair care brands,
from Jan. – Dec. 2009
Lux
1,232
Clear
HAZELINE
900
255
Unit: Post
IWOM Audit for Unilever Jan-Dec 2009
96
LUX HOT CONVERSATION ANALYSIS
Shai post of LUX trigged hot online discussion among netizens
Top 5 Hot Conversations of
LUX in 2009
我的力士护发2姐妹
My LUX shampoo and
conditioner. (Link)
120
心之账本，我用过的产
品Show the products
ever used. (Link)
43
不花钱白来的Lux洗发
组 The LUX don’t pay
money. (Link)
40
好开心中了力士三件
套I’m so happy to
win LUX 3 pieces
package. (Link)
21
晒晒新败的洗发产品
Show my newlybought hair care
products. (Link)
20
Total LUX buzz volume in 2009 is 1,232 posts
Summary:
One netizen put her newly-bought LUX
conditioner and special night care product
online. She always liked LUX conditioner
for good effect. She thought that the
package design was very cute and
beautiful.
Come back to the previous page
IWOM Audit for Unilever Jan-Dec 2009
Unit: Post
97
CLEAR HOT CONVERSATION ANALYSIS
Online campaign of Clear at Trends trigged most conversations
Top 5 Hot Conversations of
CLEAR in 2009
2009男士“体面”用品
试用 Man skin care
and hair care product
trial campaign. (Link)
251
清扬男士洗发水使用心
得 Clear Man shampoo 12
using experience
sharing (Link)
生如夏花之护发篇
Sharing my hair care
product. (Link)
10
KITTY2009的空瓶记
Show my skin care
and hair care products
in 2009. (Link)
9
Summary:
•
•
•
•
•
Organizer: Men’s Health Magazine
Community: bbs.trends.com.cn
Duration: 29th Apr – 26th May 2009
Reward: Clear Men Shampoo
Rule of participation:
 Registered at Trends.com
 Replied in the topic post and
shared expectation or the user
experience of men care product
 Select 150 netizens according to
their participation perfomances
 The winner should wrote the
feedback of the trial product thus
got additional credits of the BBS.
淘宝上的清扬是不是真
的？Is Clear sold on
8
Taobao is the true
product? (Link)
Total Clear buzz volume in 2009 is 900 posts
Come back to the previous page
IWOM Audit for Unilever Jan-Dec 2009
Unit: Post
98
HAZELINE HOT CONVERSATION ANALYSIS
Shai post and user experience sharing post trigged some
conversations
Top 5 Hot Conversations of
HAZELINE in 2009
加菲的平价洗发水 My
cheap shampoo list.
(Link)
12
818有什么好用的洗发
水吧~Let’s talked
about the good
shampoo.(Link)
6
我丝缎般的头发哟，又
回来咯 My soft hair
has come back. (Link)
Summary:
The netizen liked to buy the hair care
product at the supermarket because it’s
much cheaper. She found that HAZELINE
was always changing its package. But she
didn’t see much effect improvement in the
updated one.
6
夏士莲的哪个洗发水
比较好 Which kind of
HAZELINE is better?
(Link)
5
说说自己平时用啥品牌
的 Which brand do you
use in you life? (Link)
5
Total HAZELINE buzz volume in 2009 is 255 posts
IWOM Audit for Unilever Jan-Dec 2009
Unit: Post
99
KEY DISCUSSION ANGLE ANALYSIS – LUX (1)
Praised for smooth effect and good fragrance
Smooth
Sample Quotes:
力士的我也用过哎，泡沫很丰富，用过以后头发顺顺滑滑的，好喜欢。(Link)
I have used LUX before. It has much foam. My hair became very smooth after using it. I like LUX.
力士发膜质地比较稀薄，用在头发上很顺滑，比他家老款发膜在顺滑上是明显上了一个档次。(Link)
LUX mask has a thin texture. Compared with the old mask of LUX, the new one is obviously much
more smooth. It brought me a very smooth feel.
Good Fragrance
Sample Quotes:
力士有一款发膜是牡丹花香味的，很喜欢。(Link)
LUX has a mask with peony smell, I liked this fragrance.
狂顶力士，周围的同学一直用力士的，香香的，很喜欢。
(Link)
I support LUX. My classmates always use it. LUX has a
good odor. I like it.
IWOM Audit for Unilever Jan-Dec 2009
100
KEY DISCUSSION ANGLE ANALYSIS – LUX (2)
- Considered good at improving the hair condition
- Some netizens said it was easy to cause dandruff
Improve Hair
Sample Quotes:
我超级喜欢力士，都用N罐了。洗完发质好好。(Link)
I like LUX very much. I have used several bottles. My hair condition is becoming very good.
我买的是力士，觉得还不错~发质有所改善，分叉现象好多勒。(Link)
I bought LUX. I thought it was quite good. My hair condition is truly improved with less hair split
problem.
Cause Dandruff
Sample Quotes:
力士反正对我是没有效果，头屑特别多。(Link)
Whatever, LUX has no good effect on me. It caused many dandruff.
力士用了会出头皮屑，我的发质不适合用吧。(Link)
After using LUX, I faced the problem of dandruff. Maybe my hair doesn’t fit LUX.
是啊，我用完力士就觉得头发痒，而且有头皮屑。(Link)
I have the same problem. I felt itchy after using LUX. And I even got dandruff now.
IWOM Audit for Unilever Jan-Dec 2009
101
KEY DISCUSSION ANGLE ANALYSIS – Clear (1)
- Praised for its good cleaning effect
- It can improve the dandruff
Cleaning Effect
Sample Quotes:
清扬洁净力还不错哦~感觉洗的很干净的。(Link)
Clear has a good cleaning effect. My hair becomes very clean and fresh after using it.
这款洗发水泡沫丰富，手感细腻，清洁度超好。(Link)
This shampoo has the rich foam and a good handle delicate. And its cleaning effect is very good.
Improve Dandruff
Sample Quotes:
清扬去屑的效果不错啊~ (Link)
Clear is good at improving dandruff.
清扬去头屑的能力是蛮强大的。(Link)
Clear remove dandruff ability is quite strong.
清扬，实在是～大爱啊～去屑功能让我十分满意。(Link)
Clear, I like it very much. Its dandruff control function is very satisfying.
IWOM Audit for Unilever Jan-Dec 2009
102
KEY DISCUSSION ANGLE ANALYSIS – Clear (2)
- It was suitable for oily hair
- Some netizens thought it was too dry
Suitable for Oily Hair
Sample Quotes:
我头皮偏油，清扬保湿那款很适合。(Link)
My hair is a little oily. So Clear moist one is very suitable for me.
自从用了清扬，就爱上它了。我是超级油的头发，清扬的柠檬味的很适合，洗完很舒服。(Link)
Since I used Clear, I am falling love with it. My hair is very oily, while Clear lemon is very suitable. My
felt very comfortable and cool after using it.
Dryness
Sample Quotes:
正在用清扬，没看到什么效果，洗完头发比较干。(Link)
I am using Clear now. I see no special effect. But my hair became a little dry.
清扬铺天盖地广告的时候用过一支，干的不得了。海飞丝也有这个问题。去屑的都干。(Link)
I bought Clear when its TV commercials emerged. It was too dry. H&S also has the same problem. I
think that all shampoo aiming at improve dandruff is dry.
IWOM Audit for Unilever Jan-Dec 2009
103
KEY DISCUSSION ANGLE ANALYSIS – HAZELINE
Praised for good price and smooth effect
Good Price
Sample Quotes:
我一直觉得夏士莲就不错,价格便宜量又足。(Link)
I always think that HAZELINE is very good. It has a cheap
price with enough volume.
我现在只用夏士莲，价格便宜又好用，实惠。(Link)
Now I only use HAZELINE. It has a cheap price and good
effect. It has a high value for money.
Smooth
Sample Quotes:
夏士莲的黑芝麻洗完以后头发很滑，很软，也不错。(Link)
HAZELINE black sesame makes me hair very smooth and soft. It was quite good.
夏士莲的黑芝麻，我觉得比潘婷飘柔好多了，洗完了很顺。(Link)
After using HAZELINE black sesame, which I thought was better than PANTENE or Rejoice, my hair
became very smooth.
IWOM Audit for Unilever Jan-Dec 2009
104
CROSS BRAND HAIR ASPECT ANALYSIS
- LUX & HAZELINE: shiny was the most mentioned hair aspect
- Clear: Scalp was the most mentioned hair aspect
Top 10 Hair Aspectss Brand Buzz Share
from Jan. – Dec. 2009
100%
Hair
Breakage
Static
90%
80%
Greasiness
70%
Dandruff
60%
Hair Ends
50%
volume
40%
Shiny
30%
Hair Falling
20%
Scalp
10%
Dryness
0%
1
LUX
2
3
3
Clear
HAZELINE
H&S
3
VS
SCHWAL’Oreal
L’Oreal
Bawang
3
3
3
3
3
3
PANTENE
AQUAIR
RZKOPFProfessional Paris
IWOM Audit for Unilever Jan-Dec 2009
105
UNILEVER BRAND HAIR ASPECT – LUX
LUX was praised for its good and healthy shiny effect by netizens
Sample Quote：
力士几年前用过，头发很油亮的样子，发质很好。(Link)
I used LUX several years ago. My hair seems very shiny with a
good condition.
偶用的力士，效果也不错，头发明显光泽很多，毛躁也少了！(Link)
I am using LUX. It has a quite good effect. My hair is becoming
very shiny, and gets less dry hair.
力士直接把发膜当护发素使，抹在头发上揉3分钟，然后洗去，保
你的受损头发半个月回复强韧黑亮！(Link)
You could use the mask as the conditioner. Keep it on your hair for
3 minutes, then wash it. I am sure that your hair would become
very shiny and black in 2 weeks.
力士洗发乳最大的优点就是每次洗发过后会发现，头发非常有光
泽，是那种很健康的光泽。(Link)
LUX shampoo has one strong point: You will find your hair shiny
after using it. And it is the healthy hair shines.
IWOM Audit for Unilever Jan-Dec 2009
106
UNILEVER BRAND HAIR ASPECT – CLEAR
Netizens thought Clear was effective in solving the scalp issue, such
as oil control
Sample Quote：
清扬头皮控油效果很好的。(Link)
Clear is good at controlling the oily scalp.
申请试用了，期待清扬能够解决头皮问题。(Link)
I have applied for the free samples. I hope that Clear could handle
the scalp issues.
男女头皮和头发性质的不同，男女分开洗护的品牌有几个呢？答案
就是只有清扬。(Link)
Men and women has different scalp. However, how many brands
has separated hair care product? The answer is that only Clear
has done this.
经过了解这款清扬去屑洗发水针对男士头发和头皮的需求而特别设
计。(Link)
I find out that this Clear shampoo is designed for the special needs
of man hair and man scalp.
IWOM Audit for Unilever Jan-Dec 2009
107
UNILEVER BRAND HAIR ASPECT– HAZELINE
Netizens like HAZELINEN’s shiny effect. It made hair black and shiny
Sample Quote：
我就是用夏士莲黑芝麻的，感觉很柔顺也很亮。(Link)
I am using HAZELINE black sesame. My hair is very soft and shiny.
这个里面是黑色的，用的也挺好的，头发乖乖的顺了，头发干了之后发
亮呢。(Link)
The shampoo color is black. But it’s quite good. My hair becomes soft
and very shiny after using HAZELINE.
在用了一段时间后，突然有一天有同学说我的头发变黑了(黑亮)。
(Link)
After using for a while, my classmates said that my hair was becoming
more black and shiny.
真的超好用，推荐。值得一提的是，黑芝麻的，真的能让头发黑亮。我
用后感觉头发变黑变亮了。(Link)
HAZELINE is very good, I recommended it to you all. And the black
sesame, which is worth mentioning, could make the hair more black
and shiny.
IWOM Audit for Unilever Jan-Dec 2009
108
Brand IWOM Overview
• Brand Buzz Volume Overview
• Unilever And Its Competitor
Brand Health Check
• Brand and Hair Issues Crossed
Analysis
• Spokesman Analysis
SPOKESMAN ANALYSIS – BUZZ VOLUME
- Faye Wang got most buzz volume, followed by Bingbing Li
- To Unilever brands, Xiao S got most mentioned
Buzz Volume of Top 5 Spokesman and Unilever Spokesman in 2009
286
155
69
46
Faye Wong
Bingbing Li
28
Jackie Chan Anna/Wenqin Donnie Yen
Wang
25
Xiao S
7
3
Cristiano
Ronaldo
Catherine
Zeta-Jones
The data based on the post, which must mention the brand and spokesman at the same time.
IWOM Audit for Unilever Jan-Dec 2009
Unit: Post
110
SPOKESMAN ANALYSIS – Faye Wang and Bingbing Li
- Some netizens was looking forward to Faye Wang’s comeback
- Bingbing Li’s TVC was successful for her beauty image
Sample Quotes:
只要是王菲代言的，什么我都买。我想应该
是她将要复出的信号吧。(Link)
As long as its spokeswoman was Faye, I
would buy anything. Maybe it was the
signal of her comeback.
Sample Quotes:
现在她最美的形象是给欧莱雅做的洗发水广
告，惊艳的感觉。(Link)
The most beautiful image for her is in the
L’Oreal Paris TVC which was really
impressive.
我知道王菲出品，必属精品，今天看到的这
个我觉得很不错，美就一个字。(Link)
I know that Faye Wang’s product is all very
good. When I saw the TVC today, I
couldn’t say anything but good.
李冰冰的头发的确很美。为了她我买了一套
欧莱雅深层修复的洗发水呢。(Link)
LI Bingbing’s hair was so beautiful.
Because of her, I bought the whole series
of L’Oreal Paris intensive care.
IWOM Audit for Unilever Jan-Dec 2009
111
SPOKESMAN ANALYSIS – Donnie Yen
Some netizens thought that Donnie Yen was so manly and stylish，
who has not only attracted female, but also male consumers
Sample Quotes:
丹哥很帅，真男人。(Link)
Donnie is very headstone and man.
海飞丝广告里的丹哥好好帅好有型。(Link)
Donnie in H&S TVC is so handsome and cool.
广告很好看，丹哥很帅，超级有男人味。(Link)
The TVC is good. Donnie is in shape, he is so man.
老公很喜欢甄子丹，如果能中到海飞丝就好了。
(Link)
My husband likes Donnie Yen very much. He would
be very happy, if I could get the H&S samples!
我男朋友出差了，但他走之前，花了100块钱吧甄子
丹代言的海飞丝的四种款式的海飞丝买了。(Link)
My boyfriend was on the business trip. But before his
left, he spent 100 yuan in buying H&S.
IWOM Audit for Unilever Jan-Dec 2009
112
SPOKESMAN ANALYSIS – Xiao S
Some netizens bought Clear for Xiao S, who was considered as a hot
and confident woman
Sample Quotes:
购买清扬，单纯是喜欢小s。(Link)
I bought Clear only for Xiao S.
超赞！第一次知道清扬，是在电视上看到小S的广告，觉得
不错。(Link)
Clear is very good! I didn’t know Clear until I saw the TV
commercial of Xiao S. I thought it was not bad.
第一次对淸扬有兴趣是小S那张大大的海报,后来发现是联
合利华的产品，出于对以上2者的信任，于是乎买了一瓶。
(Link)
I was interested in Clear because of the big poster of Xiao
S. Then, I found it belonged to Unilever. Due to the trust of
Xiao S and Unilever, I bought Clear.
知道清扬这个牌子是小S的广告，当时觉得那个广告里的小
S很性感，很好看，就记住这个牌子了。(Link)
I knew Clear from Xiao S TV commercial. She was so hot
and beautiful in the commercial. So I remembered this
brand.
IWOM Audit for Unilever Jan-Dec 2009
113
SPOKESMAN ANALYSIS – Cristiano Ronaldo AND Catherine Zeta
Jones
Cristiano Ronaldo and Catherine Zeta Jones was considered as the
big star, which has good influence on some consumers
Sample Quotes:
清扬太有钱了，居然还请C罗。(Link)
Clear is so rich that it can invited Cristiano
Ronaldo as the spokesman.
清扬刚出来的时候就买了，一个原因就是受
广告影响，当时C罗等大腕演绎，看着就头
晕目眩。(Link)
One of the reasons I bought Clear when it
was just launched is the influence of TV
commercials. I thought it was great when
big stars, like Cristiano Ronaldo as the
spokesman.
Sample Quotes:
最近用力士了，因为吾哈喜欢凯瑟琳的那个
广告。(Link)
Now I am using LUX. Because I like the
TV commercial of Catherine Zeta Jones
very much.
大家有没有看过力士洗发水最近的一个广告
那个女的就是凯瑟琳, 大家知不知道她拍广
告那头发是什么颜色啊?(Link)
Do you noticed the LUX shampoo
commercial? The actress is Catherine Zeta
Jones. Do you know her hair color?
IWOM Audit for Unilever Jan-Dec 2009
114
Campaign IWOM Overview
CAMPAIGN BUZZ VOLUME ANALYSIS
H&S online campaign of winning the product got most buzz volume,
followed by Clear
Top 6 Hair Care Online campaign in 2009
3,000
2,708
For more information
about this campaign, see
here (Link)
2,500
2,000
1,500
1,000
500
47
0
答题赢取海飞丝
正品
Winning H&S
standard
product by
answering the
questions online
免费领取清扬丝
漾柔滑旅行装
Winning Clear
Free Travel
Sample
9
飘柔真爱之旅
Rejoice True
Love Travel
7
4
沙宣美丽达人测
一测
VS Beauty
Daren Test
力士看大片赢大
奖
LUX Winning
the Prize by
Watching the
Films
3
清扬男士洗发露
免费领取
Free sample of
Clear Man
Shampoo
Unit: Post
116
CAMPAIGN ANALYSIS (1) – CLEAR
Netizens thought it was easy to get involved, but some complained the
appointed store was far away
Summary of Campaign Participation
Step 1: Enter the age, gender and mobile phone number on the official
website
Step 2: Got the message
Step 3: Go to the appointed store and then got the travel package of Clear
Easy To Participate
Sample Quotes:
这是在网上申请，自己到超市去领的哦。(Link)
I applied these free samples online and went to the supermarket to get it.
清扬的申请最简单只要写上电话就可以去所在城市领到，我给周围的朋友申请了20多个。(Link)
Clear application was very simple. You wrote the phone number and went to store in your city,
then you could get it. I have applied 20 pieces for my friends.
Long Distance
Sample Quotes:
活动还行，我这里太远，没去拿。(Link)
The campaign is not bad. But my home is far away from the store, so I didn’t go there.
IWOM Audit for Unilever Jan-Dec 2009
117
Competitors Intelligence
Case Study
CASE STUDY: VS BEAUTY DAREN TEST (1)
VS has launched the online testing for beauty Daren, which successfully
attracted netizens’ attention
Summary
The campaign of VS Beauty Daren Test was released
on Mar.15. In the 2 months duration, netizens could log
in VS official website to do the test and would have
chances to get the free samples of VS new shampoo.
The answers to this campaign was widely shared
online, which made the test much easier and attracted
more participants.
Beauty Daren Test
Duration: Mar.15 – May.15
Process: Finish the test after log in/
registration, every week 5 lucky consumers
will get 200ml VS new packaging shampoo
for free trial by random selection. The more
friends you recommend to join the campaign,
the more opportunities you will be selected.
(You will get two additional chances for each
person you recommend.)
Before the testing, please warm-up by the
questions in the right and feel free to leave
your fashionable comments.
119
CASE STUDY: VS BEAUTY DAREN TEST (2)
The online campaign was favored for easy participation
- Answers to the VS Beauty Daren Test was shared widely (Link)
- Some netizens “shai” the sample online. (Link)
Sample Quotes:
上个月看见沙宣正在搞美丽达人测一测活动，看了
一下问题，都好简单啊，快速到坛子里挖到了一份
答案，几分钟就搞掂了，哈哈，留下了联系方式就
没理了。没想到上周居然收到一份快递过来的沙宣
试用装。(Link)
I saw the campaign notice of VS Beauty Daren
Test last month and found the test topics were
very easy. So I found the answers to the test from
BBS quickly and finished it for a few minutes only.
Then I left my contact information and sent it.
Unexpectedly, I got the free trial samples from VS
by express last week!
IWOM Audit for Unilever Jan-Dec 2009
120
CASE STUDY: L’OREAL “7 DAYS SHARING” WITH SOHU (1)
Netizens could get the free samples by sharing their user experience
Introduction
Duration: Nov 27th 2009 ~ 27th Dec 2009
Process & Rewards:
• Stage one ( Free sample application): Netizens could apply online for the
free trial before they attend the “7 days sharing of L’Oreal Paris intensive
repair series”
• Stage two (Weekly Popularity rewards): Those who submitted the
sharing posts with total votes within top 10 would get L’Oreal Paris
intensive repair series. The rewards list will be published every Tuesday
• Stage three (1+1 final beauty rewards): The voting will end on 12PM
27th Dec. Those who have submitted the sharing posts with total votes
within top 7 can share “1+1 final beauty rewards” to get one year free
supply of L’Oreal Paris hair care series products
IWOM Audit for Unilever Jan-Dec 2009
Summary
“ 7 days sharing” of L’Oreal
Paris intensive repair series”
was widely spread across
different communities (like
Yoka, 19lou, Rayli etc) by
netizens as they were excited
that it had a free test of hair
type and enjoyed the VIP
reception.
121
CASE STUDY: L’OREAL “7 DAYS SHARING” WITH SOHU (2)
Netizens were impressed by its improvement in hair quality, the
professional execution and simple procedure of participation
Improved Hair Quality
寄过来的东西量很足哦。用完了，觉得很好用，头发真的有改善，为
了支持一下，我去屈臣氏买了一套洗护哦(Link)
Quote: The volume of products they sent to me is really big, after
using it, I felt my hair quality really improved. In order to show my
support, I went to Watson and bought one set.
Professional Execution
感觉欧莱雅的这次活动做的还挺认真的，没随便给套产品试用就完
了。专家有先仔细的分析了我现在的发质和洗护发习惯(Link)
Quote: I felt L’Oreal organized very well this time, they didn’t simply
give you a free sample randomly. Instead the experts took the time
to analyze my hair type and hair care habits.
Simple Procedure
不错的活动，我也参加了，申请流程真的很简单，赞一个(Link)
Quote: Not a bad activity, I applied, the process was really simple.
IWOM Audit for Unilever Jan-Dec 2009
122
E-Community
IWOM Overview
HAIR CARE BRANDS VS. COMMUNITY ANALYSIS:
Yoka got most hair care brands related buzz volume, followed by
Onlylady and Sohu
List of Top 10 Hair Care Site from Jan. – Dec. in 2009
Rank
Site Name
Post No.
Post %
1
bbs.yoka.com
6,470
20.7%
2,921
2
bbs.onlylady.com
4,225
13.5%
3
club.women.sohu
3,754
4
bbs.trends.com.cn
5
Conversation Poster No.
PR
CPR
3,567
1.8
2.2
634
3,203
1.3
6.7
12.0%
500
919
4.1
7.5
2,701
8.6%
582
1,693
1.6
4.6
www.tianya.cn/bbs
2,084
6.7%
447
1,693
1.2
4.7
6
bbs.lady.163.com
1,988
6.4%
594
1,335
1.5
3.3
7
www.dianping.com
1,520
4.9%
360
1,080
1.4
4.2
8
bbs.sh.libaclub.com
1,429
4.6%
324
596
2.4
4.4
9
www.taobao.com
1,388
4.4%
739
816
1.7
1.9
10
tieba.baidu.com
1,170
3.7%
567
431
2.7
2.1
Total hair care brand buzz volume in 2009 is 31,307 posts
124
LUX E-COMMUNITY ANALYSIS
Club Sohu and Yoka got most buzz volume followed by 163.com
List of Top 10 Site For LUX From Jan – Dec 2009
Rank
Site Name
Post No.
Post %
PR
CPR
1
club.women.sohu
311
25.2%
54
88
3.5
5.8
2
bbs.yoka.com
230
18.7%
132
196
1.2
1.7
3
bbs.lady.163.com
142
11.5%
59
103
1.4
2.4
4
www.dianping.com
112
9.1%
45
90
1.2
2.5
5
bbs.onlylady.com
88
7.1%
32
84
1.0
2.8
6
www.tianya.cn/bbs
66
5.4%
39
64
1.0
1.7
7
www.taobao.com
47
3.8%
38
43
1.1
1.2
8
bbs.trends.com.cn
44
3.6%
33
44
1.0
1.3
9
bbs.vogue.com.cn
33
2.7%
19
26
1.3
1.7
10
www.19lou.com
32
2.6%
21
30
1.1
1.5
Total LUX buzz volume in 2009 is 1,232 posts
Conversation Poster No.
Unit: Post
125
CLEAR E-COMMUNITY ANALYSIS
Trends and Yoka got half of the buzz volume of Clear
List of Top 10 Site For CLEAR From Jan – Dec 2009
Rank
Site Name
Post No.
Post %
PR
CPR
1
bbs.trends.com.cn
281
31.2%
26
264
1.1
10.8
2
bbs.yoka.com
266
29.6%
128
232
1.1
2.1
3
club.women.sohu
58
6.4%
26
40
1.5
2.2
4
www.dianping.com
45
5.0%
28
42
1.1
1.6
5
bbs.lady.163.com
44
4.9%
26
32
1.4
1.7
6
bbs.onlylady.com
32
3.6%
16
26
1.2
2.0
7
www.tianya.cn/bbs
28
3.1%
20
28
1.0
1.4
8
bbs.vogue.com.cn
28
3.1%
13
22
1.3
2.2
9
tieba.baidu.com
17
1.9%
10
7
2.4
1.7
10
www.taobao.com
17
1.9%
10
14
1.2
1.7
Total CLEAR buzz volume in 2009 is 900 posts
Conversation Poster No.
Unit: Post
126
HAZELINE E-COMMUNITY ANALYSIS
Yoka and Club Sohu got most buzz volume, followed by Tianya
List of Top 10 Site For HAZELINE From Jan – Dec 2009
Rank
Site Name
Post No.
Post %
PR
CPR
1
bbs.yoka.com
81
31.8%
41
71
1.1
2.0
2
club.women.sohu
46
18.0%
26
32
1.4
1.8
3
www.tianya.cn/bbs
34
13.3%
19
29
1.2
1.8
4
bbs.lady.163.com
23
9.0%
13
20
1.2
1.8
5
bbs.onlylady.com
13
5.1%
13
9
1.4
1.0
6
www.taobao.com
13
5.1%
12
13
1.0
1.1
7
bbs.trends.com.cn
12
4.7%
8
12
1.0
1.5
8
www.dianping.com
10
3.9%
7
9
1.1
1.4
9
tieba.baidu.com
5
2.0%
5
5
1.0
1.0
10
www.wqueen.cn
4
1.6%
4
4
1.0
1.0
Total HAZELINE buzz volume in 2009 is 255 posts
Conversation Poster No.
Unit: Post
127
UNILEVER AND ITS COMPETITOR E-COMMUNITY ANALYSIS (1)
Rank
Site Name
LUX
Post No.
Clear
Post No.
HAZELINE
Post No.
VS
Post No.
Pantene
Post No.
H&S
Post No.
1
club.women.sohu
311
58
46
204
321
134
2
bbs.yoka.com
230
266
81
793
745
295
3
bbs.lady.163.com
142
44
23
152
281
65
4
www.dianping.com
112
45
12
143
302
76
5
bbs.onlylady.com
88
32
13
241
134
2,615
6
www.tianya.cn/bbs
66
28
34
353
588
130
7
www.taobao.com
47
17
13
578
128
29
8
bbs.trends.com.cn
44
281
12
591
160
128
9
bbs.vogue.com.cn
33
28
--
--
--
--
10
www.19lou.com
32
16
2
152
111
31
11
www.wqueen.cn
21
--
4
--
97
31
12
bbs.self.com.cn
18
16
3
--
--
--
13
bbs.mplife.com
17
--
--
194
45
--
IWOM Audit for Unilever Jan-Dec 2009
128
UNILEVER AND ITS COMPETITOR E-COMMUNITY ANALYSIS (2)
Clear
Post No.
HAZELINE
Post No.
L’Oreal
Schwarzkopf AQUAIR
Paris
Post No. Post No.
Post No.
Rank
Site Name
LUX
Post No.
1
club.women.sohu
311
58
46
947
336
459
2
bbs.yoka.com
230
266
81
605
264
1,416
3
bbs.lady.163.com
142
44
23
209
242
301
4
www.dianping.com
112
45
12
204
138
295
5
bbs.onlylady.com
88
32
13
246
128
288
6
www.tianya.cn/bbs
66
28
34
175
168
295
7
www.taobao.com
47
17
13
198
192
--
8
bbs.trends.com.cn
44
281
12
381
216
310
9
bbs.vogue.com.cn
33
28
--
--
146
50
10
www.19lou.com
32
16
2
128
67
133
11
www.wqueen.cn
21
--
4
63
33
--
12
bbs.self.com.cn
18
16
3
--
30
--
13
bbs.mplife.com
17
--
--
94
--
--
IWOM Audit for Unilever Jan-Dec 2009
129
E-FLUENCER ANALYSIS
Here we provided a list of top efluencers in the hair care category and it
is suggested that Unilever could select some of them for online
communications
List of Top 10 Hair Care Efluencers Dec in 2009
Rank Poster Name
Site Name
Post
Evoked Evoked Types of
Reply Poster efluencers
1
可愛妞妞
搜狐女人社区
club.women.sohu
2444
1002
77
2
白桦林的雪花
搜狐女人社区
club.women.sohu
2419
2375
36
3
Jesuis@zeno
时尚论坛
bbs.trends.com.cn
1158
178
88
4
leeundxu
悦己女性网
bbs.self.com.cn
1010
249
59
5
月亮雨643
YOKA时尚论坛
bbs.yoka.com
738
848
308
6
alsayoyo
篱笆论坛
bbs.suzhou.libaclub
519
718
31
7
dong8384
YOKA时尚论坛
bbs.yoka.com
458
518
285
8
假使我漂亮
YOKA时尚论坛
bbs.yoka.com
435
448
325
9
gududeyeju
OnlyLady女人志
bbs.onlylady.com
427
35
25
10
elith爱上鸳鸯
_kk
大众点评社区
www.dianping.com
370
442
263
Neutral
Unit: Post
IWOM Audit for Unilever Jan-Dec 2009
130
E-community Case Study:
Vertical VS. Portal Site
VERTICAL SITE ANALYSIS: OnlyLady.COM
Vertical site is professional in terms of fashion and style
Beauty, fashion, luxury…
Online interaction
Summary
OnlyLady own the special hair care
column, which not only show the
fashionable hair style, but also give some
tips in hair care.
Evaluate the shampoo
OnlyLady recommend some hair care
products based on their evaluating results.
Many campaigns were lauched in
OnlyLady, which trigged hot
conversations. The interaction has several
ways: the information station, the bbs, the
diary…
Link
Hair Care Column
Skincare Online IWOM Yearly Audit 2009
Hair Care Product
recommendation
132
PORTAL SITE ANALYSIS: SOHU.COM
Portal site owned large user base
Hair Care Column
Link
Summary
Sohu is the famous Chinese portal site,
who has successfully gather lots of
netizens.
Sohu has the woman club, including
the hair care column. The netizens
would like to share their using
experiences and do some Q&A at
Sohu, which led to many buzz volume.
Skincare Online IWOM Yearly Audit 2009
Hot Discussions Online
133
“SHAI” CULTURE COMPARISON
Products showed off by netizens in vertical beauty sites were some niche
brands, while were popular brands in portal sites
Vertical beauty site: OnlyLady
Rene Furterer, Lush, Herbal Glo…
RENE FURTERER洗发,跟OL一个MM的风买的,晕。
味道还可以,打算明天用了再报告(Link)// I bought
Rene Furterer shampoo according to one netizen’s
post. The odor is quite good. I will share with you the
feelings after using it.
Portal site: Sohu
H&S, Tsubaki, Kerastase…
好久好久没上这儿来了，前几天登陆发现有好多留言呀…
好了，开晒了：海飞丝丝源复活组合，丝蓓绮，卡
诗…(Link)//I didn’t come to Sohu for a while. To my
surprise, many netizens have given me the message.
Now, start Shai: new Hair & Scalp, Tsubaki and
Kerastase…
‘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.
Skincare Online IWOM Yearly Audit 2009
134
BRAND INITIATED CAMPAIGN COMPARISON
Vertical beauty sites like OnlyLady are specialty in launching campaign
where applicants are willing to share campaign tricks and user experience
with followers
Sample process of Campaign participation
Brand A
Brand
launched the
campaign
Netizens share
the campaign
information to
various BBS or
Blogs by the
portal sites
Discuss the
campaign and
sharing the
campaign
tricks
Announce the
winner and got
the feedback
from the netizens
Summary
The campaign was first launched at the portal site,
but majority netizens got the campaign information
from vertical beauty forums (e.g. onlylady.com,
yoka.com , etc.) which was linked by the post in the
portal site.
Skincare Online IWOM Yearly Audit 2009
135
CIC IMPLICATIONS FOR E-COMMUNITY
Take good advantage of different e-communities specialty to launch
successful online campaigns
Vertical beauty sites
Portal sites
Brand launch
campaigns on vertical
Brand deliver
beauty site since they
campaign related
are more professional information on portal
sites since they got
large population
Skincare Online IWOM Yearly Audit 2009
136
Appendix: complementary data
Raw Data for DIY (back to previous page)
如何进行养护?
如何进行养护?
护发妙招洗发篇
鸡蛋洗发水
功效：保持头发浓密及亮泽
材料：1只鸡蛋，1汤匙惯用的洗头水
做法：将鸡蛋与洗头水混合拌匀，如常洗
发，最后用冷水彻底冲洗一分钟。
(切忌用热水，会令蛋汁变熟黏在发上，
难以洗净。)
啤酒洗发水
功效：令头发变得浓密,富有弹性及光泽
材料：1杯啤酒，1杯惯用的洗头水
做法：先将啤酒煮热，由1杯煮成1/4杯，
然后倒入洗头水拌匀，如常洗发即可。
免水洗发干剂
功效：不必将头发弄湿一样可以去除发上
油垢尘埃，最适合出门旅行时用
材料：粗盐，鱼胶粉，面粉或紫苏叶粉
做法：将以上任何一款洗发粉，直接倒在
头上，按摩头皮及发丝15分钟后，用梳子用力
向上梳开，便可将发垢及洗发粉同时清除。
焗发护理篇
蜜糖护发乳
功效：重整受损头发，令秀发更易梳理,
并提供保护作用
材料：蜜糖2汤匙
做法：用蜜糖按摩头发，然后用毛巾裹头
20-30分钟，用温水冲洗。
牛油果发泥浆
功效：滋养成份高，对干性头发特别有效
材料：牛油果碎肉1/2个，橄榄油3茶匙，
美容泥3茶匙，水适量
做法：将所有材料拌匀，涂满发丝，戴上
浴帽或已烘的热毛巾焗20分钟，再用冷水或温
水冲干净即可。
IWOM Audit for Unilever Jan-Dec 2009
138
Appendix: hair aspects
analysis for brands
HAIR ASPECT ANALYSIS – TOP 10 SCALP RELATED BRANDS
H&S got most posts because of its online campaign in September 2009
Top 10 scalp related brands, from Jan. – Dec. 2009
H&S
2582
Kerastase
316
Bawang
242
Aquair
228
Schwarzkopf
223
Pantene
185
VS
166
L'Oreal Professional
135
Zhuifeng
156
L'Oreal Paris
145
Total scalp issues buzz volume in 2009 is 21,881 posts
IWOM Audit for Unilever Jan-Dec 2009
140
HAIR ASPECT ANALYSIS – TOP 10 HAIR FALLING RELATED BRANDS
Pantene and Bawang got most hair falling related post s
Top 10 hair falling related brands, from Jan. – Dec. 2009
Pantene
486
Bawang
344
Kerastase
105
Aquair
104
Rejoice
103
VS
88
Schwarzkopf
77
L'Oreal Professional
77
H&S
74
B&F
71
Total hair falling issues buzz volume in 2009 is 12,326 posts
IWOM Audit for Unilever Jan-Dec 2009
141
HAIR ASPECT ANALYSIS – TOP 10 VOLUME RELATED BRANDS
VS got most hair volume related posts within hair care brands
Top 10 volume related brands, from Jan. – Dec. 2009
VS
141
Schwarzkopf
50
L'Oreal Professional
50
L'Oreal Paris
46
Kerastase
38
Aquair
32
Pantene
27
Tsubaki
11
B&F
11
LUX
9
Total volume issues buzz volume in 2009 is 7,220 posts
IWOM Audit for Unilever Jan-Dec 2009
142
HAIR ASPECT ANALYSIS – TOP 10 SHINY RELATED BRANDS
Schwarzkopf got most shiny related post, followed by VS
Top 10 shiny related brands, from Jan. – Dec. 2009
Schwarzkopf
227
VS
213
L'Oreal Professional
198
Kerastase
166
L'Oreal Paris
159
LUX
157
Pantene
156
Aquair
149
B&F
Rejoice
70
47
Total shiny issues buzz volume in 2009 is 12,105 posts
IWOM Audit for Unilever Jan-Dec 2009
143
Appendix: consumer
online behaviors
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
145
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
146
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
147
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
148
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
149
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
150
Appendix: 2008 hair care
data
HAIR CARE CATEGORY BUZZ VOLUME - DATA COLLECTION
Hair care category buzz volume and poster number in 2008
1,700,000
180,000
160,000
1,500,000
140,000
1,300,000
120,000
1,100,000
100,000
80,000
900,000
60,000
700,000
40,000
500,000
20,000
300,000
0
Jan
Feb
Mar
Apr
May
June
July
Post buzz volume
Aug
Sept
Oct
Nov
Dec
Poster No.
Total hair care category buzz volume in 2008 is 14,645,006 posts
Total hair care category buzz volume in 2008 is 1,577,608
Skincare Online IWOM Yearly Audit 2009
Unit: Post
152
BRAND BUZZ VOLUME ANALYSIS (1)
- VS got most mentioned among all the brands
- While Lux was in the middle of all the brands
Brand buzz volume of top 12 hair care brands,
from Jan – Dec 2008
VS
8,811
L'Oreal Professional
4,931
L'Oreal Paris
4,131
Pantene
3,309
Aquair
3,079
B&F
Lux
H&S
Rejoice
84.1%
75.4%
76.2%
2,013
75.8%
1,793
91.0%
1,394
84.9%
1,161
1,035
80.3%
81.2%
2,201
Schwarkopf
79.3%
68.5%
2,598
Bawang
Kerastase
2008
NSR
65.4%
Unit: Post
71.9%
Total 23 hair care brands buzz volume in 2008 is 41,349 posts
Skincare Online IWOM Yearly Audit 2009
153
BRAND BUZZ VOLUME ANALYSIS (2)
Hazeline got more buzz volume, while Clear got a higher NSR
Brand buzz volume of top 13 - 23 hair care brands,
from Jan – Dec 2008
2008
NSR
Wella
753
Hazeline
699
85.0%
82.7%
Herbal Essence
682
32.3%
Asience
680
83.7%
Tsubaki
633
Clear
566
Slek
494
J&J
207
Softto
Matrix
Tony&Guy
90.6%
76.6%
84.6%
115
25.0%
49
15
76.1%
100.0%
Unit: Post
100.0%
Total 23 hair care brands buzz volume in 2008 is 41,349 posts
Skincare Online IWOM Yearly Audit 2009
154
HAIR ISSUE ANALYSIS
Dryness got most buzz volume in 2008 followed by scalp and hair
falling
Top 10 hair issues in 2008
Dryness
43,979
Scalp
30,936
Hair falling
24,872
Shiny
21,016
Volume
8,974
Hair ends
7,288
Dandruff
6,576
Greasiness
Static
Hair Breakage
5,012
2,602
1,468
Total 17 hair issues buzz volume in 2008 is 155,201 posts
Skincare Online IWOM Yearly Audit 2009
Unit: Post
155
HAIR CARE COMMUNITY ANALYSIS
Sohu club and Taobao got most buzz volume in 2008
List of Top 10 Hair Care Categories Site from Jan – Dec in 2008
Rank
Site Name
Post No.
Post %
Conversation Poster No.
PR
CPR
1
搜狐女人
3,559,530
24.3%
177,944
192,886
18.5
20.0
2
淘宝网
3,319,555
22.7%
356,714
447,013
7.4
9.3
3
百度贴吧
2,315,845
15.8%
112,747
62,726
36.9
20.5
4
天涯社区
1,166,176
8.0%
53,235
333,251
3.5
21.9
5
网易女性论坛
999,483
6.8%
65,551
157,280
6.4
15.2
6
时尚网
594,270
4.1%
32,758
47,696
12.5
18.1
7
YOKA时尚论坛
592,160
4.0%
83,038
70,819
8.4
7.1
8
OnlyLady
486,125
3.3%
39,334
78,353
6.2
12.4
9
我爱打折
372,114
2.5%
12,933
32,225
11.5
28.8
10
新浪总版
319,300
2.2%
36,117
40,997
7.8
8.8
PR (Posting Rate) = Post No. / Poster No.
CPR (Conversation Participation Rate)= Post No. / Conversation No.
Total hair care category buzz volume in 2008 is 14,645,006 posts
Skincare Online IWOM Yearly Audit 2009
Unit: Post
156
LUX E-COMMUNITY ANALYSIS
Lux got most buzz volume in Taobao and Tianya
List of Top 10 Site For LUX From Jan. – Dec. 2008
Rank
Site Name
Post No.
Post %
1
www.taobao.com
311
22.3%
192
2
www.tianya.cn/bbs
194
13.9%
3
club.women.sohu
178
4
bbs.lady.163.com
5
Conversation Poster No.
PR
CPR
215
1.4
1.4
100
174
1.1
1.1
12.8%
116
133
1.3
1.3
177
12.7%
87
150
1.2
1.2
bbs.trends.com.cn
141
10.1%
54
123
1.1
1.1
6
bbs.yoka.com
139
10.0%
52
98
1.4
1.4
7
bbs.onlylady.com
66
4.7%
53
62
1.1
1.1
8
bbs.55bbs.com
32
2.3%
20
29
1.1
1.1
9
tieba.baidu.com
31
2.2%
29
14
2.2
2.2
10
bbs.vogue.com.cn
30
2.2%
16
26
1.2
1.2
Total LUX buzz volume in 2008 is 1,394 posts
Skincare Online IWOM Yearly Audit 2009
Unit: Post
157
CLEAR E-COMMUNITY ANALYSIS
Clear got most buzz volume in Sohu and Tianya
List of Top 10 Site For CLEAR From Jan. – Dec. 2008
Rank
Site Name
Post No.
Post %
1
club.women.sohu
81
14.3%
51
2
www.tianya.cn/bbs
76
13.4%
3
bbs.vogue.com.cn
69
4
bbs.trends.com.cn
5
Conversation Poster No.
PR
CPR
70
1.2
1.6
46
68
1.1
1.7
12.2%
17
49
1.4
4.1
65
11.5%
37
57
1.1
1.8
bbs.yoka.com
64
11.3%
28
52
1.2
2.3
6
www.taobao.com
44
7.8%
40
37
1.2
1.1
7
bbs.lady.163.com
42
7.4%
25
36
1.2
1.7
8
bbs.onlylady.com
32
5.7%
21
30
1.1
1.5
9
bbs.55bbs.com
21
3.7%
14
18
1.2
1.5
10
www.19lou.com
20
3.5%
12
16
1.3
1.7
Total CLEAR buzz volume in 2008 is 566 posts
Skincare Online IWOM Yearly Audit 2009
Unit: Post
158
HAZELINE E-COMMUNITY ANALYSIS
Hazeline got most mentioned in Taobao and Sohu
List of Top 10 Site For HAZELINE From Jan. – Dec. 2008
Rank
Site Name
Post No.
Post %
1
www.taobao.com
175
25.0%
34
2
club.women.sohu
129
18.5%
3
www.tianya.cn/bbs
89
4
bbs.lady.163.com
5
Conversation Poster No.
PR
CPR
164
1.1
5.1
51
102
1.3
2.5
12.7%
46
87
1.0
1.9
58
8.3%
22
45
1.3
2.6
bbs.yoka.com
50
7.2%
13
35
1.4
3.8
6
bbs.rayli.com.cn
39
5.6%
12
31
1.3
3.3
7
bbs.onlylady.com
34
4.9%
12
28
1.2
2.8
8
bbs.trends.com.cn
26
3.7%
18
24
1.1
1.4
9
tieba.baidu.com
18
2.6%
9
9
2.0
2.0
10
bbs.55bbs.com
17
2.4%
6
14
1.2
2.8
Total HAZELINE buzz volume in 2008 is 699 posts
Skincare Online IWOM Yearly Audit 2009
Unit: Post
E-FLUENCER ANALYSIS
List of Top 10 Hair Care Efluencers Dec in 2008
Rank Poster Name
Site Name
Post
Evoked Evoked Types of
Reply Poster efluencers
1
风中绽放的百合
搜狐女人社区
club.women.sohu
3,249
639
95
2
非儿
搜狐女人社区
club.women.sohu
3,246
770
96
3
小榕树-
搜狐女人社区
club.women.sohu
3,140
623
121
4
就是美女
搜狐女人社区
club.women.sohu
3,123
541
110
5
谁~笨笨
搜狐女人社区
club.women.sohu
2,864
452
136
6
平凡小草
搜狐女人社区
club.women.sohu
2,413
524
97
7
美希形象
搜狐女人社区
club.women.sohu
2,354
359
86
8
九月星辰
搜狐女人社区
club.women.sohu
2,244
695
123
9
熊熊熊熊
搜狐女人社区
club.women.sohu
2,216
1,224
107
10
紫可心
搜狐女人社区
club.women.sohu
2,205
384
67
Neutral
Unit: Post
Skincare Online IWOM Yearly Audit 2009
160
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