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This is my presentation delivered at the Inbound Tour Operators Council of New Zealand (ITOC) (Dec, 2010)
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Busting Myths, Highlighting Realities and Measuring the Future
Dec 2010
sinotechgroup.com.cn
Common Myths
Isn’t all social media in China censored?
China has a great firewall
Doesn't’t the US dominate the
number of Internet users?
Who is the No.1 Search Engine? Google?
sinotechgroup.com.cn
Chinese Internet Fast Facts
Up to June, 2010, the number of net citizens in China has reached 420 million
The number of broadband net citizens has reached 364 million
The number of mobile net citizens in China has reached 277 million
The weekly online time of net citizens is 19.8 hours
The growth rate of users for online payment, web shopping and e-banking was 30%
The number of Chinese websites is 2.79 million 26th Statistical Report on Internet Development in China (July, 2010)
sinotechgroup.com.cn
Between 1999 and 2009 the number of Chinese visitors coming to New Zealand grew from just over 20,000 to 102,000 visitor arrivals.
China surpassed South Korea and Japan in 2008 to become New Zealand's fourth largest inbound market.
Chinese Inbound Fast Facts
sinotechgroup.com.cn
Online Travel in China
• 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
sinotechgroup.com.cn
Does China have a rich ecosystem of social media?
sinotechgroup.com.cn
Fast Facts
420 Million Chinese Internet Users
183 Million Qzone Users 40 Million
Xiaonei Users
30 Million kaixin001 Users
sinotechgroup.com.cn
Orkut
hi5
Friendster
Wretch
Mixi
Cyworld
Zing
Asia’s dominant social networks
sinotechgroup.com.cn
Baidu
Yahoo
Naver
Asia’s range of search engines
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71% 22% 7%
Market Share of Search in China
Google who?
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So what are all these Chinese doing online?
sinotechgroup.com.cn
Chinese netizens are engaged in creating/sharing content
March 2009, Asia Social Technographics – Forrester Research
sinotechgroup.com.cn
How are Chinese accessing the Internet?
26th Statistical Report on Internet Development in China (July, 2010)
sinotechgroup.com.cn
More cool facts….
26th Statistical Report on Internet Development in China (July, 2010)
Number of bloggers is 231 million
The number of net citizens who use social networking websites has reached 210 million. There have been 34.55 million newly-added users in the first half of 2010.
The web game users is 296 million
The number of web video users has reached 265 million
sinotechgroup.com.cn
So with all these Chinese
online… what should I
measure
sinotechgroup.com.cn
The evolution from listening to understanding
Volume Word counts/tag cloud Entry 4meline High-‐level topics Venue analysis Influence Drill-‐down to entries
Sen4ment Topics and themes Key influencers Geo -‐ Loca4ons
Bench Marking Scorecards Forecas4ng Predic4ng
v1.0 Monitoring v2.0 Mining v3.0 Analy3cs
sinotechgroup.com.cn
What are the things I should measure
• Analysis of audience feedback for neutral, positive and negative attitudes and emotions (Sentiment)
• Analysis of keywords that people use to discuss your hotel
• Analysis of the authors that are influencing the online discussions
• Analysis of the social media sites being used.
• Customer reviews • Location of the media (where
in the world are they talking about you)
sinotechgroup.com.cn
Automatically understand the sentiment of your hotel
This hotel saw a number of sentiment fluctuations around the time of their new renovations. Some of the underlying comments related to the noise of the work and others about the nicer environment
sinotechgroup.com.cn 19
Social Channels�
SinoTech Group Confidential
Authors�
Who is saying what & where
sinotechgroup.com.cn
Map Overlay
The map overlay identifies the location of the media source. The larger the marker, the greater the number of hotel mentions from this location.�
SinoTech Group Confidential
Where are people talking about us ?
sinotechgroup.com.cn
You can benchmark and trend to determine where you rank
Brand Sentiment Indexing
Chengdu has the greatest online brand sentiment in China vs. other Chinese cities
sinotechgroup.com.cn
You need to evaluate your brand position
Dynamic score cards
Score card can give you a great insight about your performance against your competitors
sinotechgroup.com.cn
You need to listen and understand what is being said.
Consumer Review Analysis
Hoteliers can simply and quickly review what is being said about their property (or that of their competitors)
sinotechgroup.com.cn
Social Media Analytics
SinoBuzz™ is the leading social media analytics platform; a powerful tool for monitoring and managing online brand, measuring public awareness, sentiment, influence, and tracing authoritative sources.
24
sinotechgroup.com.cn
SinoTech Group - Fast Facts
• Heritage in software development
• 95 employees
• Global reach
• Travel & Hospitality Focused
• Offices in Beijing, Shanghai & Hong Kong
Thank you - 谢谢 Dr Mathew McDougall | @sinotechian
sinotechgroup.com.cn | @sinotechgroup
sinotechgroup.com.cn
This presentation can be found at: www.slideshare.net/jarrahbear