Keynote: Internet Word of Mouth in China

In this panel, we move beyond the simplistic understanding of IWOM as crisis and fake blogs to see progressive examples of brands engaging the power of real people, real talk and real community. The session will highlight examples of organic community culture and movements that impact and can serve as inspiration for brands. The panelists, which include China digital directors from Nike and Johnson Baby, will highlight case studies of working with and building online community relationships for effective "co piloting" marketing.