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1. Vol. 2010 IWOMCATEGORY OVERVIEW 2010年更新版 行业网络口碑概览 NOTEBOOK CATEGORY OVERVIEW An IWOM Category Overview Report focused on Notebook in China: your guide to Notebook consumer insight and digital intelligence from Internet Word of Mouth (IWOM) © 2010 CIC

3. Consumer INSIGHT from Product Talk

4. Digital Expression culture for Marketing INSPIRATION

5. Social Media Application and E-community ENGAGEMENT

6. Case sharing of Digital Marketing EXECUTION

7. Brand IWOM Reputation EVALUATIONPart Three: CIC IWOM Research Methodology Appendix: About CIC

8. 6 AREAS OF IWOM INSIGHT 营销管理需要研究，分析，借鉴网络口碑和网络社区文化 Reshaping the Relationship between Brands and Consumers 激发营销创意 参与网络社区互动 Marketing team / advertising agency Digital PR/ Digital / Media agency 消费者研究与产品反馈 营销活动执行与反馈 Consumer insight / Marketing research/R&D Marketing dept./ Digital marketing agency Business intelligence / Strategy planning PR / Brand team 品牌网络声誉评估 行业与竞争情报分析

10. What makes them popular?

12. FACTORS THAT DRIVE NOTEBOOK IWOM Offline drivers - price adjustments, new product launches and crisis. Price Adjustment New Product Launch Crisis 戴尔Latitude D620一开机就屏幕闪动，图像出现色块模糊，原来是NV的显卡，马上想到显卡门事件 (link) Once powered on, Dell Latitude D620 has a blinking screen and blurred shades of images. I saw it uses a NVIDIA graphic card and I immediately thought of the previous video card incidents. 我的3803终于加入到“显卡门”了！强烈要求HP召回 (link) My 3830 is now officially part of “graphics card incident” ! I demand a recall by HP 神舟小本又开始降价了，山寨本本看样子难活了(link) Hasee is cutting prices on notebooks again, it looks like that’s it for the cheap fakes. 等了这么长时间dell xps 1340 终于降价啦 (link) After a long wait prices on Dell xps1340 have finally dropped 哎。。026买不到了。。只是想知道985到底屏幕和电池提升了多少。。(link) Sigh..026 has been discontinued.. I’d like to know what upgrades have been brought to 985’s screen and battery 感觉这次新款上来之后，15吋的电脑反而把旧款的电脑显得性价比更好了(link) With the new models released, 15’’ notebooks make the cost-performance ratio of older models seem better.

14. What makes them popular?

15. Who are the efluencers?

17. SAMPLE EFLUENCER PROFILE “通城虎” is a ZOL forum administrator, who has gained strong authority among netizens. ID :通城虎 Many netizens turn to him for help Summary:“通城虎”is a ZOL board administrator. Being an expert on hardware and keen to offer detailed answers to problems, many netizens on turn to him for help

19. What determines a campaign’s success?

20. What provokes a major crisis and how does a brand deal with it?

22. DIGITAL EXPRESSION - NOTEBOOK DIY Using DIY low cost items, netizens manage to bring real value and improvements to PC functions Sample Quotes: Subject: 用蚊香盘做了个天线，信号超好！(link) (replies: 90; page view: 38,593) I made a notebook antenna out of a mosquito incense plate and the wireless signal is definitely better. Replies: 很强大，也很实用，看来自己动手还是其乐无穷。 Both powerful and practical. It is so fun to do it myself. 我也要DIY一个来用用看看 I want to make one, as well.