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This Presentation was the keynote for the 3rd Network Tourism Festive, held in Wenzhou China. China is one of the largest tourism market in the world. Thanks to the increasing in income and public holidays, Chinese now have both money and time to make a trip.
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3rd Network Tourism Festival, Wenzhou China Nov 2010
Tourism Informationization and Tourism Network Marketing
sinotechgroup.com.cn
Topics
• Fast Facts- SinoTech Group
• What is social media?
• How does social media impact on Chinese tourism
• What can we do to leverage this new medium
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SinoTech Group - Fast Facts
• Heritage in software development
• 95 employees
• Global reach
• Travel & Hospitality Focused
• Offices in Beijing, Shanghai & Hong Kong
• Founded in April, 2007
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SinoTech Group - Fast Facts
Without understanding the place for social media in tourism marketing, many in the travel ecosystem will underperform and miss the mainstream consumer shift �
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What is this thing called
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What is social media?
Social media combines a wide range of online, word-of-mouth forums including blogs, company sponsored discussion boards and chat rooms, consumer-to-consumer e-mail, consumer product or service ratings websites and forums, Internet discussion boards and forums, and micro-blogs. (Wikipedia)
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The characteristics of Social Media
• Open to all • Conversations & Dialogue • Relationship Development • Diverse Voices / Perspectives • Message Delivery to Stakeholders via:
– Social media press release – Video news release – Internet – Social networking communities / influencers – Live streaming
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How does social media impact on Chinese tourism
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Online travel in China is a significant business
• Estimated Online Travel Booking in 2010 is RMB5.47 Billion ($.75 Billion)
(Data Center of China Internet, 2010)
• The number of citizens taking internet as the main channel to get tourism information accounted for 66.7% of China’s total,
• Citizens who have made a hotel reservation by internet amounted to 70.2% of China’s total,
• Citizens who have booked air tickets by internet accounted for 70.7% of China’s total,
• Citizens who have booked holiday products by internet amounted to 20.3% of China’s total
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And ..user generated content is very influential
56.3% of users said that they “got to know brands”
through online channels.
58.7% actually made purchase decisions based on
user-generated online info (compared to only 19% in
U.S.).
Even when not making a purchase, 89.9% of users still
pay attention to online comments.
81% check online comments before
purchasing a product.
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Online Influence
Over the next 2 years Chinese will be significantly more influenced by online discussions
Source: Forrester Research
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Chinese are active online content creators
Portion of Internet users who have published blogs, web pages, articles, stories, videos or audio/content on social technologies
Source: Forrester Research
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Asians are Online
43% of all internet users are from Asia
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What can we do to leverage social media for Tourism
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Use a social media framework
SOCIAL MEDIA ANALYTICS
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Take the 6 Baby Steps
• Start to listen to what is being said, where and by whom • Consider, do we engage, monitor or do nothing • To engage, think about what you are trying to achieve
and in what timeframe? • Develop your messaging strategy, social media should
not be list of random conversations • Consider your audience and where they reside online • Measure, refine and optimize
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Social Media Analytics
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Insights, not just data
Volume Word counts/tag cloud Entry 4meline High‐level topics Venue analysis Influence Drill‐down to entries
1.0 Monitoring
2.0 Mining
Sen4ment Topics and subtopics Voices/par4cipants Key influen4als Incident‐level repor4ng Custom repor4ng elements Human analysis
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Automatically determine the sentiment
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Social Channels
SinoTech Group Confidential
Authors
Who is saying what & where
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Map Overlay
Map Overlay - The map overlay identifies the location of the media source. The larger the marker, the greater the number of results from this location.
SinoTech Group Confidential
Are people talking about us ?
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Examples for Destinations, Airlines & Hoteliers
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By monitoring and comparing online brand sentiment, you can benchmark and trend destinations
For Destinations– Brand Sentiment Indexing
Chengdu has the greatest online brand sentiment in China vs. other Chinese cities
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You need to evaluate your brand sentiment
For Airlines– Dynamic score cards
Airlines can score card their performance by measuring online sentiment
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You need to listen and understand what is being said.
For Hoteliers– Consumer Review Analysis
Hoteliers can simply and quickly review what is being said about their property (or that of their competitors)
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1. Social Commerce 2. Mobile, more and more
What’s next
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“Tell me and I’ll forget; Show me and I may remember; Involve me and I’ll understand.”
ANCIENT CHINESE PROVERB
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Thank you - 谢谢 Dr Mathew McDougall | @sinotechian
sinotechgroup.com.cn | @sinotechgroup