© 2012 CIC

How New Mothers Play With Social Media

A Collaborative Baby Care White Paper by GroupM & CIC

© 2012 CIC

Introduction

According to GroupM’s “Baby Care Food Industry Fourth Quarterly Analysis Report 2011”, the rate of newborns has reached 16-18

million per year, generating vast expansion of the baby care product market. The report estimates that in 2015, China’s milk powder

market alone will be worth 70 billion RMB, up from 40 billion RMB in 2010. By that point, baby care products will make up an

estimated 30%-40% of total household expenditure.

With this expansion, the ideas and lifestyles of a new generation of expectant and new mothers is also experiencing dramatic

changes. The blossoming role of social media in society is also generating profound penetration in the parenting market, as a wealth

maternal knowledge, information on parenting and infant products, access to shared experience, and even specific purchasing

channels are ushering in a new era of consumption for young families.

Evolution in modes of communication and product purchasing will inevitably result in changes to brands’ marketing methodology. It

therefore becomes both a challenge and opportunity for marketing personnel seeking to understand how to best utilize social media

to create new channels for communication, which draw brand and baby closer together.

It is from this exciting prospect that GroupM and CIC again collaborate on a comprehensive study of consumer behavior, this time

focusing on a new generation net-savvy mothers, engaging with baby brands, products and services in China’s dynamic social media

landscape. Incorporating CIC’s knowledge and experience in IWOM study, and GroupM’s vast expertise in the field of media

research, this collaboration will educate brand marketers in how best to shape their social strategy for better business performance.

The research findings expressed in this report are based on 3,731,310 posts extracted from CIC’s baby care industry BBS

panel, between January and March 2012. Analysis of marketing cases originated from China’s major social media platforms.

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© 2012 CIC

Executive Summary

Compared with other social media platforms, BBS is capable of carrying more information and more interactive activities, so BBS tops the

resource list as most interactive platform for new mothers discussing topics through pre-pregnancy, pregnancy and infancy.

Mom Daren (Daren meaning those who are influential in the social media space), who contribute 80% of the total buzz to the baby care

BBS communities, can be categorized as ‘Quasi-expert’, ‘Active facilitator’, ‘Willing to share activists’ and ‘Event organizers’. When a brand

wants to select one of these Mom Daren for campaign engagement, they should be a fit for the brand’s marketing objectives and brand’s

own features.

Pregnancy/baby growth diaries are the major content format used by online moms. 43.7% of the online baby care discussions are

presented in the format of pregnancy/baby growth diaries, which mostly go hand in hand with the child’s education, rearing, and mental

and physical health related topics. The second most popular format are incentivized activities (28.8% of the total online baby care

discussions), which are closely linked to baby care product related topics.

Sub-demographics are women in pre-pregnancy preparation, pregnancy, with an infant from 0-3 years old, or mother to a child aged 3-

10, focus their attention on different topics. Means of conception are most discussed among women in pre-pregnancy, prenatal

examinations are the most popular topic amongst pregnant females, DIY baby birthing kits are the most interactive topic for women in

this stage. Baby care products are the most buzzed topics amongst new mothers, of whom moms with infants from 0-3 years old are the

most active participants in the conversation.

There are different marketing models tailored to the baby care category across different social media platforms: ‘grabbing floor’, lucky

draws, SecKill activities and incentivized Q&A are the most important and mature marketing models on BBS forums. Baby care microblog

marketing is still in its early stage, experimenting with knowledge quizzes, forwarding activities, Charity Relay and online APPs. Other

categories can also contribute effective microblog marketing models to the baby care industry. For example, parents can open up a

microblog diary for their baby or a brand can initiate celebrity micro-interviews.

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© 2012 CIC

An Overview of Baby Care in Chinese Social Media

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© 2012 CIC

Baby care BBS are the major platform for new mothers to discuss topics on pre-pregnancy, pregnancy and infancy.

Seedit

PCbaby

GZmama

Liba

19Lou

BJmama

Ci12355BBS

Lyaya

Babytree

Baby Care BBS Sites Categorization

Posting rate

Poster number

Note: Size of the ball = Number of posts (buzz); Posting rate = Number of posts/Number of postersData source: CIC Baby care BBS Panel, 3,731,310 posts in total, Q1 2012

The top buzzed baby care BBS sites can be broadly grouped into three categories:

Online communities that are highly professional and are populated by a large varieties of users, such as Seedit.

Online communities with high interactivity and a high incidence of new posts, such as Pcbaby.

Communities with a more standard levels of interactivity and topic creation.

Inspiration for Brands

While carrying out social media marketing activities, baby care brands should pay close attention not only to their design and execution, but also to the defining characteristics, advantages and disadvantages of various baby care platforms. Selecting the proper platform for engagement is a very important ingredient in generating resonance with these expecting and new mothers.

BBS sites that are highly professional, whose users are common in nature, are best suited to brand marketing that seeks high interactivity.

Those sites with a large and varied user base are best suited to activities that boost brand profile.

Sites with fairly ordinary interactivity and posting rate are the more cost effective option.

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5

10

15

20

25

30

35

40

45

0 20,000 40,000 60,000 80,000

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Mom Daren contribute 80% of the total buzz and can be categorized into four types; ‘Quasi-Expert’, ‘Active Facilitator’, ‘Willing to Share Activist’ and ‘Event Organizer’.

Quasi-Experts: Having accumulated relevant knowledge and experience, they are willing to initiate relevant baby care topics and educate other moms.

Active Facilitator: Keen to participate in a wide range of discussions; very proactive and helpful in maintaining the discussion’s momentum.

Willing-to-Share Activist: Willing to share their photos and “Shai”(show off) quite simple content.

Event Organizer: Motivated to be in charge, organizing and publishing online activities for websites and brands, they’re often also BBS moderators.

Inspiration for Brands

While choosing Daren, brands should pay close attention to their behavior and

defining characteristics, to ensure they meet the aims of engagement.

Event Organizer Daren should be leveraged for product based engagement, because they play an important role in maintaining BBS activity.

The Quasi-Expert Daren should be selected for Q&A based interaction, leveraging their knowledge resource and associated pride in educating.

“Fatty Grass” is a mom that frequently visits the Xamama website. Her postscover topics ranging from nutrition replenishment during and afterpregnancy, to social events for moms. She often initiates topics to share theknowledge and experience she has accumulated, which often contain lots ofuseful information and are extremely popular with other moms. She averages285 comments in reply to each of her topic posts.

Sharing experience of maternity and infancy care centers:

Fatty Grass：Every afternoon, some professional nursery teachers would show the staff and family members how to give the baby strokes and massages. It is said that this is the best way to help the babies feel safe.

Lovely little Pipi：The broadcast by Fatty Grass is fantastic! Very helpful! I am so looking forward to my baby coming.

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© 2012 CIC

Baby care products are the most discussed topic on parenting BBS; pregnancy and growth diaries are the key formats for netizens’ content.

Across all topics, infant & child products account for 76.5% of the total buzz. This is largely due to the paramount concern of product safety and recommendation among mothers with babies from 0-3 years old.

43.7% of the online baby care discussion is presented in the format of pregnancy / baby growth diaries, which mostly go hand in hand with child rearing and education, as well as mental and physical health related topics. The second most popular format are incentivized activities, making up 28.8% of the total online baby care discussion, which incorporates baby care product related topics.

Inspiration to brands

While planning campaign activities and event formats, brands should address the mothers’ digital behavior on BBS. As diaries are the most frequently used format by Mom Daren, encouraging mothers to write on topics related to their use of trusted baby care products could be highly effective. Data source: CIC baby care industry panel, Q1 2012; 404,694 dialogues in total\

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0.2%

0.3%

0.7%

2.9%

6.2%

13.2%

76.5%

Others

Work and Family

Personal Care

Child Rearing

Child Education

Baby Physical and Mental Health

Baby Care Products

Baby Care Industry Major Topics

43.7%

28.8%

15.4%

7.3%

2.6%

1.3%

0.9%

Pregnancy/Baby Growth Dairy

Incentivized Activity

Experience Sharing

Q&A

Selling/Advertising

"Shai"

Others

Types of Topic Formats in Baby Care Industry

© 2012 CIC

Social Media and Phases of Motherhood

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Moms at different stages are drawn to different topics, driven by their varied physical and psychological status.

Different Stages Post Ratio Number of Posts Hot Topics at Different Stages

Pregnancy Preparing Stage

3% 111,939Ways of conception

(26.6%)Nutritional supplements

(21.6%)Prenatal taboos

(5%)

Pregnancy Stage 23% 858,201Prenatal examination

(26.5%)Baby birth kit (10%)

Relevant products for pregnant women(5.2%)

Mom with Kid of 0-3 Year Olds

48% 1,796,925Baby care products

(86.8%)Work moms and stay-at-

home moms (5.6%)Others (7.6%)

Mom with Kid of 3-10 Year Olds

26% 970,141Child elementary education (60%)

Child physical and mental development

(30%)

Moms’ self investment (4%)

Data source: CIC baby care industry panel , Q1 2012; totally 3,731,310 postsNotes: The percentage in parenthesis after each hot topic of a certain stage is the buzz ratio of the topic, the percentage of posts on a topic (such as ways of conception) out of all the posts corresponding to the stage (such as pregnancy preparing stage)

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Methods of conception are the most discussed topic among women preparing for pregnancy.

26.6% of the buzz volume among women preparing for pregnancy relates to methods of conception. The discussion is mainly driven by women of senior maternal age.

Most participants of this topic are women of senior maternal age, who have a high level of education and independent economic status, leading to relatively late marriages and family planning. Therefore, they seek doctors’ and experts’ assistance in conception-related issues, going to BBS forums to express their longing for a child, personal concerns, and to get advice from mothers who faced similar circumstances.

26.6%

21.6%

20.7%

13.7%

9.4%

5.0%

3.0%

Methods of Conception

Nutritional Supplements

Time of Pregnancy

Prenatal Examination

Psychological Factors

Prenatal Taboos

Others

Major Topics in Pregnancy Preparation

Conversation Participation Rate (CPR) =number of posts/number of conversationsData source ： posts about pregnancy preparing stage, CIC baby care industry panel, Q12012, 111,939 posts in total

CPR

2.2

2.6

2.3

2.2

2.2

2.6

1.8

Question：A friend recommended this websiteto me, saying there are many kind sisters here. Iam 39, yet due to all kinds of reasons I havenever been pregnant before. Now I really wanta baby.

Reply : It depends on your menses cycle.Normally, if the cycle is 28-30 days, you couldstart checking at Day 12. Of course, you shouldalso consult a doctor.

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Seeking advice from mothers at more advanced stages of parenthood.

© 2012 CIC

Health concerns make prenatal examination the most popular topic among pregnant women.

26.5% of the discussions among pregnant women is about physical examinations during pregnancy, because good quality physical exams from a credible hospital are vital to both mother and baby’s health;

While discussing prenatal examinations, pregnant women pay a lot of attention to the choice of hospital. They like to express these topics in the format of a pregnancy diary and “Shai” posting.

Hospital environment

Distance to home

Connections in hospital

Qualification of hospital

Topic example:Topic: New moms, pleaserecommend a good hospital.Requirements: Top-grade, class Ahospital, Creating a record now.Thanks!Reply: A friend said that MilitaryGeneral Hospital can create fileswhile the fetus is 12 weeks old. Yet itis near Dongzhi Gate, which is farfrom you.

Topic example:Topic: [Editor to announce goodnews] A dragon baby was born onFeb 11 in Donghua HospitalReply: Thesurroundings, sanitation, doctorsand nurses of the hospital are nice.Most importantly, the hardwarefacilities are advanced andassuring wellness.

Topic example:Topic:【Meiyue InternationalCup】 Pregnancy Diary + JulyDragon Mom, the birth ofbaby LiuReply: The environment is nice.The best thing is that it is closeto my home.

Topic example:Topic: Hey moms! I want to knowwhich hospital is the best forprenatal examination? Which oneis the best for delivery?Reply: I have two conditions formy choice: 1. Have connectionsthere; 2. .Choose the one withbetter skills when other conditionsare similar.

Factors to be Considered When Choosing a Hospital

26.5%

20.0%

10.0%

6.0%

5.5%

5.2%

26.7%

Prenatal examination

Fetus

Birth kit

Family relationship

Food

Pregnant Products

*Others

Table2.2 Buzz Ratio of Major Topics During Pregnancy

CPR

4.2

3.2

13.1

3.6

2.8

3.4

2.1

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© 2012 CIC

Contributing 10% of the buzz, baby birth kits are the most interactive topic amongst pregnant women. There’s particular interest in making and showing-off your own.

Being concerned about the brands and overall quality of baby birth kits, many mothers want to DIY their own baby birth kits. Yet they often feel confused as to what actually goes in them.

Mothers essentially want someone to tailor a bespoke baby birth box for them, addressing their particular requirements on brand and quality.

Inspiration to Brands

Offering tailor-made baby birth kits for mothers would create new brand opportunities. With the concept of DIY, brands could attract moms-to-be by making trial sets of hot products. The Baby Box event promoted by Babytree allow mothers to try the brand’s product sets for free, establishing their good faith and trust in the brand, which would turn into reliance in the long run.

Case study：

The campaign plan of BabyBox originates from the brand’s trial marketing strategy. Nowadays, free samples of singular products have lost the ability to incite an enthusiastic response from customers. Babytree use products of various brands to make up large gift package, sending them to applicants that meet the requirements. At the same time, they share product knowledge with pregnant women and encourage them to experience the brand. The mom may go on to buy these brands before and after delivery.

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241,115

203,735

202,913

181,842

105,289

85,066

84,055

37,062

36,560

26,856

Milk powder

Diaper

Baby care product

Baby clothes

Toy

Milk bottle

Supplementary food

Health care drug

Kid bike

Child bed

Buzz Volume of Major Infant Products

Data source：Posts about baby care products from mothers with 0-3year olds, CIC baby care panel, 1,559,731 posts in total, Q1 2012

86.8%

5.6%

7.6%

Baby care product

Work mom VS stay-at-home mom

Others

Buzz Ratio of Major Topics Among Moms of 0-3 Year Olds

Conversation Participation rate = number of posters /number of conversationsData source：Posts by from moms with 0-3 year olds, CIC baby care panel, Q1 2012,796,925 posts in total

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Mothers of children from 0-3 years old have more direct experience of infant products, making it their major topic of conversation, with milk powder generating most buzz.

© 2012 CIC

The safety of milk powder drives significant conversation; brand image is the most discussed attribute, including country of origin and reliability.

0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1.0

0 50,000 100,000 150,000 200,000 250,000 300,000

The IWOM Health of the Most Buzzed Baby Products

Data source: posts about baby care prooducts, CIC baby care industry panel, Q1 2012, totally1,559,731 posts

Baby clothes

Diaper

Baby care product

ToyHealth care product/drug

Supplementary food

Milk bottle

Baby stroller

Cot

Wipes Milk powder

Daily necessities

Net preference rate

Buzz volume2.5%

2.5%

3.4%

4.4%

5.0%

5.3%

7.0%

11.2%

20.5%

36.7%

Basic attributes

Package

Price

Purchasing channel

Formula

Side effect

Applying stage

Purchasing strategy

Place of production

Brand image

Distribution of Top 10 Milk Powder Brand Attributes

Data source: posts discussing milk powder, CIC baby care industry panel, Q12012, totally 117,098 posts

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© 2012 CIC

17.5%

13.8%

9.1%

8.7%

8.3%

8.3%

8.0%

6.4%

5.0%

3.7%

bad flavor

excessive internal heat

allergic

expensive

diarrhea

vomit

constipation

condom incident

overweight

bacteria infection

Recent quality crises in the milk powder industry cause concern about the reliability and site of production of milk powder brands.

Negative Milk Powder Association (Top 10) CPR

1.3

1.7

1.6

1.8

1.8

4.1

1.4

12.3

1.3

2.2

Data source: Negative posts about milk powder, CIC baby care industry panel, Q1 2012, totally 11,332 posts

Side effect

Crisis

Others

We find that the latest incidents, such as finding a condom in milk powder or bacteria beyond safety standards, are featured among the top 10 most discussed negative aspects of milk powder brands. The condom incident has become the most interactive topic.

Negative events associated with specific brands affect customers’ evaluation of the entire industry. Therefore, the quality of products must be communicated more often by brands, to restore consumers' confidence.

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© 2012 CIC

While the children are in kindergarten, aspects such as elementary education, child growth, mothers’ self-awareness and self investment, child’s physical and mental health, and the child’s personality generate most attention among mothers.

After the children enters elementary school, mothers become their first teachers. They pay close attention to the child’s academic performance and become the most important person in the child’s education.

Moms of children 3-10years old pay more attention to education and physical and mental development.

Meanwhile, as they begin to rebound from the birth, they invest more energy into themselves.

524,364

305,109

58,357

14,189

Elementary education

Physical and mental development

Mothers' self invenstment

Child personality issue

Major Topics Among Mothers with Children 3-5 Years Old

Data Source：posts by mothers with kids from 3-5 years old, CIC baby care industry panel, Q1 2012, totally 902,019 posts

Topic Example

Andrew of intermediate class (born at the end of March, 2007) family education diary

My daughter is a little slow in mental development. Are there any mothers in a similar situation?

Help! How to recover my figure and confidence after giving birth?

Will my disobedient two-and-a-half year old nephew be a bad influence on my daughter?

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© 2012 CIC

The Social Media Marketing of Baby Care

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© 2012 CIC

The social media platforms most often used by baby care brands:

•BBS forums •Microblog (Weibo) •SNS (Social Networks) •Video Sites•Mobile Internet

Note: CIC China Social Media MapData source: The Thirtieth Statistical Report on Internet Development in China

China Social Media Map

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Microblog users have reached 270 million

SNS users have reached 250 million

Video users have reached 350million

BBS users have reached 160 million

Mobile Internet users have reached 388million

© 2012 CIC

Activities like ‘Grabbing floor’, Lucky draw, SecKill and Award-winning Q&A are the most important and mature marketing models on BBS forums.

Grabbing FloorConversations: 77.5% Posts: 96.7%

Lucky DrawConversations: 2.4% Posts: 0.3%

SecKill Conversations: 18.9%Posts: 2.8%

Incentivized Q&A Conversations: 1.2%Posts: 0.2%

Grabbing floor usually requires participants to reply to the campaign post with certain content and the one with a certain number reply wins the prizes.

Many brands also use screenshots to grabbing floor.

SecKill normally requires participants to reply with certain content within a certain time, as instructed by campaign rules. If the reply is posted at the pre-specified time, the poster wins prizes.

Q&A normally requires participants to answer questions according to the rules. The first replier or the one with the best answer wins the prize.

Lucky draws normally require participants to share experience as requested (such as experience sharing on a certain topic, or trial experience of certain products) to win prizes.

Note: The signs from to show the number of posts

Data Source: CIC baby care industry panel, Q1 2012,, totally 2，618 conversations, 1,176,269 posts

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© 2012 CIC

Grabbing floor campaigns increase participation rate in a short period of time, as well as boosting the buzz around a particular brand.

The design of Grabbing Floor should be based on attractiveness and time-effectiveness. For example, the milk powder tracing back system is interesting and addresses mothers’ concerns about milk power.

Grabbing floor should ensure gaps between the value of prizes of different floors. If the gaps are too small, it won’t stimulate netizens’ enthusiasm to participate.

Floor\event

contentPre-designated topic Quick answering

Fixed floor

Pre-designated lucky floor: the participants who grab the lucky floors with relevant contents win prizes, such as Floor 10, Floor 100

Pre-designated lucky floor: participants need to answer questions, or air personal views on certain topics. The ones grab the lucky floors win prizes.

Flexible floor

Lucky floor of a certain percentage: the participant who grabs the floor of a certain percentage wins prizes, such as 7%,97% of all the floors.

Lucky floor of a certain percentage: Participants need to answer questions or air personal views on certain topics. The ones who grab the lucky floor win prizes.

Case:

Firmus Milk Powder held a “grabbing floor” campaign during the period of Feb 28,to March 2, 2012. The campaign encouraged netizens to experience the milk powder tracing back system, and answer questions to grab the designated lucky floors. The campaign triggered responses of 106,397 floors in three days

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If the prizes are reasonably arranged, lucky draws can efficiently stimulate netizens’ enthusiasm to participate; if the campaign is closely associated with a brand, lucky draws can quickly establish brand recognition among netizens.

Apart from the attractiveness of prizes, lucky draws should have new and interesting formats, which conform with the popular online culture, such as moms’ “Shai” culture.

Interesting and corresponding with “Shai” culture, China Fashion Mom was well received by netizens.

Event type Introduction

Replying posts with words

The replies are normally related to content, such as replying with “Wahaha Edison milk powder, 100% imported from Netherland, I am enrolled in this lucky draw event”+ yournew year wishes to your baby

Posting pictures

For example, "China Fashion Mom Show” held by Pcbaby, encouraging moms to post pictures of their kids

Games and lucky draw

Encouraging moms to take part in games and send messages of certain contents to win the opportunity of lucky draw

Answeringquestionnaire

Encouraging moms to answer online questionnaires to win the opportunity of lucky draw

Case:

Pcbaby held “China Fashion Mom Show” from May 2012 to August 2012, in which mothers were asked to post their pictures as a fashion mom and win the opportunity of lucky draw. As this campaign went well along with the online culture of posting pictures of moms and their kids, and was hosted on Pcbaby, a highly interactive website, China Fashion Mom received good response, with more than 11,200 moms participating in the audition section.

A mom posted a sweet picture of her and her daughter. Her slogan is “Love photography and food, love enjoying freedom while walking”

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© 2012 CIC

Like grabbing floor, SecKill could effectively attract participation from mothers if the prizes are reasonable. It could quickly generate enthusiasm due to its nature of uncertainty and excitement.

SecKill to a large extent is testing participants’ endurance, because they need to wait for the SecKill moment. The prize should be handed out randomly and able to compensate their efforts. The usual principle is that the netizens who hangs on longer will be awarded with more valuable prizes.

The overall value of prizes in this case is rationally set, with apparent gaps between the values of different prizes, which is conducive to keeping up the participants’ enthusiasm.

Case study：

Ibabyzone held a SecKill campaign with Feilala Kids Mall on March 9th, 2012, in which participants needed to post at the exact locations that were temporarily designated. As SecKill could easily stimulate strong excitement, this campaign was viewed more than 22,200 times.

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Professional Q&As and reasonable prizes could make mothers feel more reassured by a brands’ professionalism and expertise, gradually enhancing their reliance on the brands.

The mechanism of Q&A should be clearer, so that it is easy for netizens to look up in the future. In this way, netizens can not only ask questions but also refer back to the answers and solutions on the website.

Brands or websites should persist in holding campaigns of this sort to enhance netizens’ trust and reliance on the brands.

Case study：

Duoduo.com organized an incentivized Q&A campaign. Every month there was a new set of questions for netizens to answer, and the participants who answered more questions got more prizes.

Q：Which powder brand is suitable for kids?

A: Heinz is quite good. It produces milk powder targeted at children of different ages…

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© 2012 CIC

Forwarding to friends is the most frequent microblog marketing model, which can help generate brand popularity in a short time.

The model “forwarding to friends” can quickly increase brand exposure and boost growth in followers.

Yet, since this model commonly employs an incentive, some participants may have only taken part for the prizes. So, these followers have relatively low value for brands.

The campaign must be interesting to draw in more participants and their friends. Moreover, it should demonstrate the brand culture, so as not to waste a great exposure opportunity. Last but not least, the prizes should be appealing, for the prize is central to the campaign message going viral.

Case study：

Dumex, the well-known milk powder brand, held a “Milk powder playing European Cup” on its official microblog in June. In the event, milk powder brands of various countries play on behalf of their motherland, and Dumex represented China.

Although the mechanism is simple and common, encouraging netizens to forward answers and @ some friends, it had quite a good response. This campaign won 1,769 forwards and 1,598 comments, far surpassing the average forwarding rate (9.6) and commenting rate (7.8) of Dumex in Quarter 1, 2012.

Campaign Design Introduction

Forwarding campaign posts

Netizens are encouraged to forward the campaign posts and @ some friends

Following official microblog and forward screenshots

Netizens are expected to follow the official microblog, and forward the screenshots to friends

Experience and knowledge sharing

Netizens are required to answer the questions in the posts, or share some experience and knowledge and @ some friends.

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© 2012 CIC

Charity relays by microblog normally leave a good impression on netizens. However, that impression might be short lived if the mechanism and core value are poorly designed.

This model is quite popular with netizens in today’s society, where materialism develops rapidly but leaves spiritual civilization relatively underdeveloped.

Although charity campaigns would invite lots of responses under most circumstances, it does not mean that all charity-themed campaigns guarantee success. Charity relays need to be designed for the long haul, be easy to understand, and rich in social value.

Case Study：

Mead & Johnson held a charity campaign named “Mead & Johnson Loving-heart Trip – Children Growth Support Plan for Three Golden Years” on its official microblog from July 2 to July 4.

The campaign encouraged netizens to write down their wishes for poor children and forward to their friends. Although the model seemed ordinary, its influence was quite profound with 3,593 forwards and 1,238 comments.

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© 2012 CIC

The expert Q&A model could set up long-term communication between brands and netizens, sharing baby care knowledge and experience, which promotes netizens’ loyalty to the brand. This campaign mechanism offers participants an opportunity to solve their

problems, which increases the interaction between brands and netizens, as well as the reliance and dependence of netizens on the brand.

Yet the disadvantage is that it fails to increase the brand exposure and number of followers rapidly. Hence the achievement of reducing the distance between brands and netizens requires a long-term and patient adherence to this model.

Experts Q&A on microblog is similar to the incentivized Q&A mechanism on BBS. Its arrangements should be open and clear so that it is easy for netizens to look up. The popular way is to put all the posts with experts’ answers under the same topic for easier reference. More importantly, brands or websites should persist in such a campaign in the long term, to increase netizens’ reliance on the brand.

Case study：

Dumex organized an event on its official microblog for experts to answer questions. Whatever baby care questions the participants raised was answered by the Dumex baby care experts.

Dumex had a professional team of 200 experts deal with moms’ questions. The tweet below shows a Dumex expert answering a question on how to preserve breast milk.

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© 2012 CIC

The richness and flexibility of the content and interface of microblog APP campaigns attract more netizens.

The major characteristic of the APP model is that it provides netizens with a lively and interesting process. Therefore, the advantage of APP activities is in arousing the netizens’ curiosity and interest, so that they are more willing to take part in the campaign and share the fun.

The design of the interface and the choice of the campaign theme are vital to the effectiveness of APP activities. Lots of factors, such as the attractiveness of campaign interface and the accessibility and workability of programs, could all affect the willingness of netizens to participate. It is also essential that the campaign match mothers’ emotional needs. For example, J & J’s concern for mothers during the lactation period contributed to the high resonance among mothers, engaging many participants in a short period of time.

Case study：

J & J organized an event called “mutual aid among new moms” on its official microblog. The event is charitable, encouraging mothers to help each other ease their pain during the lactation period. Participants could share the problems that new moms encounter to friends through an APP, apply for cards of temporary breast-feeding rooms to create a more soothing environment for breast-feeding. Meanwhile, moms could share the addresses of nearby breast-feeding locations for other mothers’ convenience. This event attracted the participation of 20,477 netizens in just one week (Aug. 6 – Aug. 11).

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© 2012 CIC

Micro-interviews and social games play an increasingly important role in Microblog marketing across categories, so can certainly serve brands in the baby care industry.

Baby care brands could consider arranging pregnant celebrities or celebrity mothers for a micro-interview on Mother’s Day. It could involve baby care, choosing baby food and products, how to be a beautiful mother, etc. This model could greatly increase contact between netizen mothers and brands.

Case study：

On Women’s Day (March 8), Yuxi hosted a micro-interview on beauty with two Chinese Miss Universe. Yuxi successfully interpreted and spread the concept of beauty and strengthened their brand image.

Baby care brands could borrow the successful APP game concept and conduct unique game marketing, incorporated with product related elements. Themes such as how to utilize baby food and products, and how to dispose of used infant products could be popular.

Case study：

Coca Cola borrowed the popular game “Angry Birds” and developed a game encouraging netizens to recycle used bottles, which enhances people’s awareness of environment protection. Online games often manage to infuse brand culture, value and ideas to netizens while they are relaxed and playing.

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© 2012 CIC

SNS users are usually closely connected to each other, It offers baby care brands a nice channel to effectively promote their IWOM.

Users of SNS platforms are closely connected to each other, usually relatives, schoolmates, colleagues, or very trust-worthy cyber friends. As such, SNS can be an effective platform to spread brand reputation.

SNS sites are a nice marketing platform for brands to establish brand reputation and promote brand culture.

Case study：

Redbaby hosted “The Sound of Mid-Summer, Prenatal Education Concert” in May 2012, via its account on Kaixin. Netizens participated by becoming a fan of Redbaby, posting a request for tickets and uploading an ultrasound photo of the baby. This campaign received strong feedback, getting 63,558 declarations.

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Micro-Variety Shows and micro-movies make brand marketing more vivid.

Micro-variety shows and micro-movies have become increasingly popular with brands. Short videos can attract significant attention through celebrities involvement and resonant plot. Introducing the brand image to potential consumers in a short period of time.

However, sometimes netizens might pay so much attention to the celebrities that they overlook the brand information in the video.

Case study:

OMO shot a series of shows with Li Jing, featuring happiness, touch, hope, playfulness, hygiene, serendipity and specialty as their themes. OMO hopes to present its brand spirit, concept and culture to netizens through Li Jing’s telling stories of her relationship with her baby.

This series of videos have been watched over three million times in total. This high exposure indicates the potential of video sites to serve as the main brand marketing platform. Yet this model is still in its early stage, as it still brings no interaction between netizens and brands or among netizens themselves.

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© 2012 CIC

Mobile Internet platforms provide baby care brands with a more flexible, lifestyle based marketing space, not confined by place and time.

Mobile platforms not only include the marketing models of traditional platforms, such as campaign organizing and ePR release, but also various models that are exclusive to the mobile network, such as LBS (location-based service) check-in mechanisms.

Application of mobile platforms by baby care brands in the future could provide feeding knowledge, or timely answers to any questions concerning babies, or the addresses and contact information of baby care vendors and service providers nearby, creating a channel for exchanging first-hand experience with other moms on the go.

Case:

#Zhang Shang Yu Er# is an app designed for moms by Iyaya. It enables moms to carry child-care knowledge with them all the time, to record their babies’ lives whenever they want to, and to search web pages immediately. All these functions make bringing up a baby more convenient and fashionable. Although this is only an early attempt by baby care to engage on mobile, the rise of such an APP signals the potential of mobile marketing in the near future.

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© 2012 CIC

Research Methodology and Data Source

Macro Market Data

GMK provided CIC with relevant industry report, such as“Baby Care Food Industry Fourth Quarterly Analysis Report 2011”, for reference. These reports gave CIC a

bird view over the current status and development trend of baby care industry. With the ever increase of personal income, and a phenomenon of over-pampering

of baby by new generation parents, a new age of baby rearing concept and culture is coming up in our society.

Social Media Data

CIC started studying IWOM in the baby care industry back to 2006. In the past few years, CIC has collected a good volume of data related to the baby care industry.

This report was made by using CIC specific data collection technology, text mining mechanism and by being analyzed by a professional team of analysts. The over-

million data so applied was lately collected from the baby care industry panel of CIC.

CIC collected 10,046,601 posts in total，among which 3,731,310 posts were relevant to our current study。

Introduction to The Baby Care Industry Data Bank of CIC

In average, CIC collect more than 3 millions posts a month, covering close to 80 mainstream baby care forums, monitoring more than 200 baby care

brands, gathering more than 900,000 posters’ information and more than 600,000 brand comments.

List of The Major Indices

- Net Forum: a place gathering discussions published on the social media

- Posting Rate=Number of Posts/Number of Posters, referring to the level of passion of an online community

- Conversation Participation Rate=Number of Posts/Number of Conversations，referring to the level of interactivity and hotness of a certain topic

- Net Sentiment Rate: measuring the overall sentiment of netizens on a brand or product

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While A baby care brand selects BBS site for marketing purpose, it should pay more attention on the features of each site, beside paying much attention on the

marketing plan and execution. Opting for the most suitable BBS site for your campaign will bring you a better ROI.

Sites with highly professional contents, and highly concentrated user group suits for brands targeting at niche market;

Sites with wide population of users and large volume of posts suits for quick building-up of brand awareness;

Sites with average level of interactivity, and posting rate shall be the economical ones for brands’ activities. Brands should select the suitable site for its

campaign objective and match the site with a tailor-made campaign design.

When brand selects Daren, it should pay attention on his/her characteristics, and see whether they are fitting into the brand elements, marketing objectives and

method of execution. If the objective is to lift the trial rate or penetration rate, brands should bet on the “Event organizer”Daren, because organizing events and

exposing brands and products were the major part of the cyber life of them.

Marketing contents and content formats should be planed in such a way that they should fit for the social community life style of mothers. Dairy is the most used

content format by mom Daren, thus adopting to use dairy format and implant brands into dairies could be a good trial for brands’ marketing purpose.

Grabbing floor is the most chosen campaign model on BBS, it is able to lift up the participation rate and the endurance of the participators in a short while.

Baby care is still in the testing water stage when talking about marketing on Weibo. Baby care brands could refer to good weibo campaign models of other

industries for self use, making weibo a full-fledged platform for brands and products’knowledge sharing, consumer feedback collection and consumer service

deliverying.

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Conclusion of Inspiration to Brands

© 2012 CIC

About GroupM China

GroupM is WPP’s consolidated media investment management operation, serving as the parent company to agencies including Maxus, MEC, MediaCom and Mindshare.

GroupM is the global leading media investment management group.

GroupM employs more than 1800 people in eight cities across China. With total media billings in excess of US$ 4.41 billion (RECMA: 2010 Definitive), GroupM is China’s number one media communications group and the industry’s biggest investor in syndicated and proprietary media research and optimization tool development.

About GroupM China

About GroupM Knowledge

GroupM Knowledge (GMK) is GroupM’s think tank and knowledge management arm in China. GMK is chartered to establish industry-wide thought leadership in media research and consumer insight, work with syndicated research agencies to deliver meaningful perspectives, and maintain GroupM’s proprietary tools, research, and systems to increase employee productivity. GMK also supports incubation of forward looking products and services, and cultivation of knowledge-oriented strategists. Finally, GMK takes on media consultancy projects, advising clients with research requirements to address business challenges.

© 2012 CIC

GroupM Knowledge Research Projects 2012

Project Deep Dive (PDD) 2012: GroupM proprietary consumer survey on media habits, life style, and brand usage and attitude in China’s lower tier markets

Mobile Internet Research: to understand mobile phone as an effective communication tool across touch points

China’s Youth Research: to explore media consumption habits and aspirations of Chinese youth

GroupM Knowledge-Hurun Report 2012: to identify geographical concentration and life style of wealthy people in China

Media Synergy between TV & Internet: to measure synergistic effect of multi-screens and their effectiveness in media communications

Category specific usage and attitude research: studies in mom/baby, travel, e-Commerce etc.

Contact Us:

Please send email to Ms. Eve Lo（CIO GMK China）：

Eve.lo@groupm.com

GMK Weibo: http://e.weibo.com/groupmknowledge

Or Log in iGroupM： www.iGroupm.cn

© 2012 CIC

关于CIC

CIC is China's leading social business intelligence provider, enabling enterprise to fully leverage the power of social media and Internet Word of Mouth (IWOM) intelligence across the organization. Since 2004, CIC has pioneered IWOMized technology, research and consulting. Firstly, by coining the term IWOM and then being the first to raise the concept of “social business” in China. As the industry thought leader, we have always been at the forefront of China’s internet and social business revolution. CIC is China’s largest integrated 3rd party provider of technical IWOM solutions, social media studies and social business intelligence. In order to help companies effectively leverage this social business intelligence, CIC provides customized research, consulting services, syndicated reports, and industry trend watches, rich in actionable insight. In addition to helping brands accomplish their social business aims, CIC is also monetizing the social business industry in China, creating an integrated social business support system (IWOMmaster), powered by our proprietary technical solutions and platforms.

In early 2012, as China’s leading social business intelligence provider, CIC agreed to be acquired by WPP’s Kantar Media, the media research and insight division of Kantar, as a move to strengthen its position and with aim to expand its social offering across Asia Pacific. Kantar Media has over 5,000 employees around the world, is currently working with 22,000 companies, tracking 3 million brands across 50 countries. As the consumer insight arm of WPP, Kantar Media provides strategic advice and competitive intelligence to the world’s leading brands, publishers, agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry. (media release)

CIC will continue to provide social business intelligence from an objective, third-party perspective, to the world’s leading brands and agencies.

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CIC Resource Sharing Find more CIC white papers on our CIC slideshare site: www.slideshare.net/CIC_China

2012: CIC 2012 White Paper: From Social Media to Social Business Topic 2: The Social Innovation of Market Research | view on Slideshare | view on Vdisk2012: SINA Weibo and CIC release “2012 Corporate Weibo White Paper“ | view on Slideshare | view on Vdisk2012: CIC & Ogilvy PR joint white paper - ‘Crisis Management in the Microblog Era’ | view on Slideshare | view on Vdisk

2011: Weibo Revolutionizing China’s Social Business Development (CIC and Sina) | view on Slideshare | view on Vdisk2011: The Voice of Luxury: Social Media and Luxury Brands in China (CIC and GroupM Knowledge) | view on Slideshare | view on Vdisk2011: CIC 2011 White Paper: From Social Media to Social Business Topic 1: An Overview of the Evolution of Chinese Social Media | view on Slideshare | view on Vdisk

2010: Chinese Consumer Report (in collaboration with Roland Berger) | view on Slideshare | view on Vdisk2010: Internet word of mouth proven to have impact (CIC and R3) | view on Slideshare | view on Vdisk2010: ExpoSay: Shanghai Expo tickets are the focus of intense buzz in China's Social Media (Edition_1) | view on Slideshare | view on Vdisk

2009: Making Sense of IWOMTopic 1: IWOM White Paper on the Role of Internet Word of Mouth in Driving Purchase Decisions | view on Slideshare | view on VdiskTopic 2: How IWOM is generated and disseminated | view on Slideshare | view on VdiskTopic 3: How Brands Can Participate in Online Communities | view on Slideshare | view on Vdisk

2009: Chinese Consumer Report (in collaboration with Roland Berger) | view on Slideshare | view on Vdisk

2008: The Internet is THE communityTopic 1: The Chinese IWOM Landscape | view on Slideshare | view on VdiskTopic 2: Alternative Ways to Measure Internet Community Dynamics | view on Slideshare | view on VdiskTopic 3: The Diversity of Chinese Net Language | view on Slideshare | view on VdiskTopic 4: Reshaping the Relationship between Brands and Consumers | view on Slideshare | view on Vdisk

2008: Tuning into Sports IWOM | view on Slideshare | view on Vdisk2008: Tuning into Notebook IWOM | view on Slideshare | view on Vdisk

2007: What's Driving Auto Buzz | view on Slideshare | view on Vdisk2007: The Talk About Phones | view on Slideshare | view on Vdisk2007: Word of Health: China | view on Slideshare | view on Vdisk

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Shanghai:Suite 108, Block A, UDC Innovative Plaza, 125 Jiangsu North RoadShanghai, China, 200042Tel: 021 - 5237 3860 | Fax: 021 - 5237 3632

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© 2012 CIC

公司网站: www.ciccorporate.com

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