|Internet community engagement
Internet community engagement
In IWOM world, not only “what is the buzz” is valuable for brands, “where is the buzz” and “who is buzzing” are also important. CIC’s engagement solution is helping clients to identify the right media and right person for the social media digital plan and EPR plan. Via a full set of quantitative and qualitative evaluation index, you can quickly understand the passion, participation, creativity and interaction of the online communities and the influencing power of the efluencers, which set the foundation and guidance for digital marketing plans.
Lancôme: Rosebeauty.com.cn is the official e-community of Lancôme brand, aiming to provide a communication platform for luxury beauty care consumers. Starting from the early stage of Rose Beauty in 2008, CIC provide e-community and efluencer analysis of Rose Beauty and other popular cosmetics online communities, for helping to develop a stronger online community with more active consumers. Via systematic analysis on the passion, participation, creativity and interaction of the community, CIC find out that various online activities, as “grabbing the floor” and “Show”, could highly generate conversations and participation within the community. Meanwhile, the free-trial campaigns also bring more users to the online platform, which concentrated more consumers of the brand to the online platform. Lancôme leveraged this insights into the planning and execution of Rose Beauty, invited CIC joining in the strategic plan as on community content planning. One year later, Rose Beauty became the No.2 online community in terms of the buzz volume while the register user number was severalfold.
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