Kantar Media 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, Kantar Media 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. Kantar Media 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, Kantar Media 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, Kantar Media 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.
Kantar Media CIC utilizes its own patent pending technology to capture millions of online conversations and “makes sense of the buzz” by analyzing them to draw out insight that leads to more effective action. Kantar Media CIC gathers and mines over 100 million naturally occurring consumer comments every month, from a range of uniquely Chinese social media platforms including blogs, BBS, microblogs and social networking sites, then by applying our unique, China focused methodology, provide a comprehensive picture of the social media landscape and its implications for business. To date, Kantar Media CIC has archived almost 7 billion mentions of brands and products, from over 2 billion consumer comments.
Kantar Media CIC has developed solid, long-term retainer relationships with leading multinational agencies and Fortune 500 companies. For over 10 years, Kantar Media CIC has persisted in analyzing the milestones of China’s social media landscape, sharing the most innovative concepts and practices in IWOM in white papers and trend watches of various industries. We’ve always been committed to providing an unbiased, third-party perspective, to enrich the whole industry and help enterprise grasp the revolutionary opportunities brought about by the development of social business.
In early 2012, as China’s leading social business intelligence provider, Kantar Media 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)
Kantar Media CIC will continue to provide social business intelligence from an objective, third-party perspective, to the world’s leading brands and agencies.
Kantar Media CIC has been pushing the concept of social media in China since 2004. In 2005, we coined and registered in China the term “Internet Word of Mouth” (IWOM). In our 2007 definition of IWOM, we wrote that we chose IWOM over "social media" because we believe that "buzz" is more than just a media, it is also consumer insight and it is a "community" in which stakeholders can participate. Since our coining of the term, we are proud and excited that since then, IWOM has become the standard in China to refer to "social media" or "buzz" and its related technology, research and consulting industry.
We believe the time has come to officially propose what we see is a necessary and significant shift in mindset. IWOM is not only changing communications via advertising, PR, marketing, sales, human resources, and customer service, it is changing business. These changes are beyond just "communications". For example, as we have chronicled many times over the years, sales is being impacted by the phenomenon of "group purchase". Customer service is being impacted with the scale and pressure of IWOM is making it difficult for brands to develop an effective strategy or structure to respond to so many requests for help. Compared to the changes brought about by the digital revolution, we believe the changes brought about what we are calling the social business revolution will be fundamentally greater.
Every business is a SOCIAL BUSINESS.
IWOM's transformation of the relationship between brands and consumers means that it has relevance across the entire organization. The fact that it impacts so many areas of the organization means that it should not be "siloed" in any one of them. It is not only that each function needs to adapt or be "socialized", but that the entire organization may need to be redesigned or at least "recalibrated" to fully leverage social media and IWOM and become a social business.
Social Business: social business is an organization designed consciously around social tools, social media, and social networks, as a response to outgrowth of the web 2.0 technology space and its reshaped brand-consumer communication and business disciplines
In short, every business needs to be a social business, one that is leverages the power of social interactions occurring inside and outside the organization.
Every Business Needs a SOCIAL BUSINESS SUPPORT SYSTEM (SBSS)
If every business needs to become a social business, every business needs the "software" to enable that competency. Just as ERP systems enable more effective management of enterprise resources across the organization, and CRM systems enable more effective customer relationships management across the organization, a social business support system enables more effective use of social business intelligence across the organization.
Social Business Support System (SBSS): An integration of tools and services that empower enterprises including brands, agencies, and media to establish, develop and manage their own social business knowledge, applications and network inside and outside the organization.
Kantar Media CIC is well positioned to be leading provider of social business intelligence in China and we are building a first class social business support system to achieve this mission. In fact, we have been developing and applying the technology and services at the core of SBSS since 2004. We have successfully mapped IWOM solutions across scores of multinationals in China. We have an unmatched position and service brand in China and have core tools including IWOMdiscover, IWOMexplorer and IWOMcooperator, tools which cannot only be used by multinationals, but also SME, agencies, media, and even individual marketers. Our IWOMmaster is nicely wrapping up and being bolstered with different services and applications to serve the needs of multiple stakeholders for social business intelligence via a single system.
The business and the requirements of a s social business support system will be fundamentally different for each market, especially the China market. The Chinese social media landscape is more diverse and more complex than any other market: consumers use of social media in different ways, the needs of marketers and other business professionals are different and the organization structures and cultures are different. Kantar Media CIC is sitting "front row, center" of the Chinese social media and social business revolution and is best prepared to help clients to not only manage the challenges that social business intelligence brings, but thrive as a result of it.