CIC release white paper series From Social Media to Social Business

Topic 2: The Social Innovation of Market Research

Building on the first installment in the white paper series, From Social Media to Social Business Topic 1: An Overview of the Evolution of Chinese Social Media, published in March 2011, CIC now announce the release of Topic 2: The Social Innovation of Market Research. Its been over a year since we introduced the concept of social business to China and we are pleased to see that the concept of From Social Media to Social Business has been realized. An increasing number of enterprises are actively engaging in social business. In step with the evolution of social business practice, enterprise activity places an ever greater emphasis on social media research and insight. In this white paper, we will look at the way advertisers can meet these research and insight goals through The Social Innovation of Market Research.

The 4 in 1 Social Media Research

In this white paper, we conclude that social media research follows a 4 in 1 formula, which includes Social Platform Research, Social Data Research, Social Culture Research and Social Business Research.

Social Platform Research can be regarded as the foundation of social media research. The two pillars built on this foundation are Social Data Research and Social Culture Research, embodying quantitative and qualitative research in the age of social business. These two great pillars of research, set on a solid foundation, support the overarching establishment of Social Business Research. Insight into social business conduct is the final goal of the whole social media research system. We outline 4 in 1 social media research, its features, and the key points of difference between it and traditional market research, emphasizing the value brought by social media research.
Shanghai Beijing

Integration and Innovation of Traditional Market Research and Social Media Research
This white paper will also introduce a new topic, Integration and Innovation of Traditional Market Research and Social Media Research CICs 7 years of experience in social media research in China has shown us that, although social media research has many unique features from traditional market research, integration and innovation of these disciplines can bring even more valuable insight for enterprise. With close reference to our own cases and industry insights, we will discuss the three-fold integration of traditional market research and social media research; research technologies, research methods, and data and insights. These three approaches can be integrated from the vantage point of specific business practice.

An Open and Collaborative Ecosystem

We are honored that several market research experts from various fields accepted our invitation to contribute, including Mr. Chen Jin, CEO of Consumer Search Group (Greater China) and President of the China Marketing Research Association, Mr. Zong Ruixing, Executive Director of Sina Media Strategy Center Data Research Department, and Prof. Jin Liyin, Vice Director of Management School Marketing Department at Fudan University. These illustrious guests share their opinions on the integration and innovation of traditional market research and social media research. The integration and innovation of traditional market research and social media research remains in the exploratory stage. CIC hope to advocate open collaboration in this new ecosystem, to the benefit of all parties; brands, social media research agencies, traditional market research agencies, academic research institution, and social media platforms, promoting social innovation across the market research industry. CIC will continue explore this field and we anticipate even greater cooperation and communication across the industry.

Shanghai

Beijing

As the leading social business intelligence provider in China, CIC is enabling enterprise to fully leverage the power of social media and Internet Word of Mouth (IWOM) intelligence across the organization, being the first to define The Evolution from Social Media to Social Business in China, proposing the definition of social business and prospecting its future. As the industry thought leader, we have published several white papers about topics like luxury, travel, youth consumer, crisis management, weibo management. In From Social Media to Social Business Topic 3: A Prospective Study of Social Business Operation and Management in China(coming soon), well make a deep dive into companies adoption and prospects of social business in China with the survey results of 300+ business professionals.

For more information, please contact: Chander Guo CIC chander.guo@cicdata.com +8621-5237-3860 ext. 8891 About CIC CIC is China's leading social business intelligence provider, enabling enterprise to fully leverage the power of social media and Internet Word of Mouth (IWOM) intelligence across the organization. Since 2004, CIC has pioneered IWOMized technology, research and consulting. Firstly, by coining the term IWOM and then being the first to raise the concept of social business in China. As the industry thought leader, we have always been at the forefront of Chinas internet and social business revolution. CIC is Chinas largest integrated 3rd party provider of technical IWOM solutions, social media studies and social business intelligence. In order to help companies effectively leverage this social business intelligence, CIC provides customized research, consulting services, syndicated reports, and industry trend watches, rich in actionable insight. In
Shanghai Beijing

addition to helping brands accomplish their social business aims, CIC is also monetizing the social business industry in China, creating an integrated social business support system (IWOMmaster), powered by our proprietary technical solutions and platforms. In early 2012, as Chinas leading social business intelligence provider, CIC agreed to be acquired by WPPs Kantar Media, the media research and insight division of Kantar, as a move to strengthen its position and with aim to expand its social offering across Asia Pacific. Kantar Media has over 5,000 employees around the world, is currently working with 22,000 companies, tracking 3 million brands across 50 countries. As the consumer insight arm of WPP, Kantar Media provides strategic advice and competitive intelligence to the worlds leading brands, publishers, agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry. (media release) CIC will continue to provide social business intelligence from an objective, third-party perspective, to the worlds leading brands and agencies. View more, please visit http://www.ciccorporate.com

Shanghai

Beijing