IWOM WATCH                                                                               特                                ...
Preface                                                                                                IWOM WATCH     The ...
About IWOM watch   A guide to Internet Word of Mouth                     CIC L-K-P FRAMEWORK FOR MAKING SENSE OF THE BUZZ ...
IWOM WATCH             Table of Contents             1.   General Overview             2.   People Who Are Into Traveling ...
Methodology                                                                                                        IWOM WA...
Data Collection                                                                                                           ...
IWOM WATCH    General OverviewIWOM WATCH       2012 IWOM Watch Travel Special Edition                7
China’s Travel Industry Growth Trend   China’s Travel industry has seen stable growth year on year. This rapid yet sustain...
Travel Category Buzz Trend   Travel category buzz climbed from July, as people swapped some annual leave for a summer vaca...
Traveler’s Online Journey                      Before Travel                            In Travel                         ...
IWOM WATCH    People Who Are Into TravelingIWOM WATCH        2012 IWOM Watch Travel Special Edition            11
Lifestyle Analysis   Sports and cultural activities are very important parts in the traveler’s life. In addition, people w...
Weibo Tag Analysis    Music, Movies, Fashion, Food, Photography and Sports are hot tags amongst netizens who are also into...
How People Get Exposed to Travel Information   Generally, friends’ recommendation and television are the top two channels ...
Top Buzzed Travel Related Media   According to netizens’ IWOM, professional travel magazines (e.g. Lonely Planet) and spec...
IWOM WATCH    Hot Topics in the Travel CategoryIWOM WATCH         2012 IWOM Watch Travel Special Edition            16
What   Hot Content in the Travel Category   Travel tips and transportation were the most buzzed topics.   1. Travel journe...
Travelers Segmentation (by Travel Categories)       Leisure Tour (休闲游)                                Outdoor Travel (户外) ...
Shopping Tour Vs. Outdoor Travel                          Shopping Tour                                     Outdoor Travel...
Hot Buzzed Travel Destination - Domestic                Top 10 Buzzed Domestic Destinations                               ...
Hot Buzzed Travel Destination - Overseas                     Top 10 Buzzed Overseas Destination                           ...
Shopping Tour Buzz Trend    Buzz about luxury brand shopping tours reached peak in October and December due to the shoppin...
Luxury Brands & Shop Destination Mentioned in Shopping Tour    Louis Vuitton is the most talked about luxury brand in rela...
Hotel Brands Buzz Ranking    In terms of luxurious hotels, Marriott and Hilton are the most buzzed brands. In budget hotel...
Outdoor Equipment Brands Buzz Ranking    The right equipment is essential for activities in the great outdoors, so equipme...
IWOM WATCH    Net Culture In Travel CategoryIWOM WATCH        2012 IWOM Watch Travel Special Edition            26
Net Culture: Travel Experience Sharing (攻略分享)                                                                             ...
Net Culture: Photographing                                                                      1        Photos of local s...
Net Culture: Net Language / Nick Name              Net Language/ Nick Name Group                                          ...
Net Culture: Couch Surfing (沙发客)             Douban Couch Surfing Group      “沙发客”顾名思义就是“睡别人的沙      发”。这是表面的意思,其实不一定是睡    ...
Net Culture: Live Broadcasting & Seeking for Real-time Help                                                               ...
IWOM WATCH    Travel e-Community & Site OverviewIWOM WATCH       2012 IWOM Watch Travel Special Edition            32
Travel e-Community Mapping    Amongst all travel communities (BBS), Tianya boasted most posters; while netizens on 8264.co...
Vertical Travel Site: Go2Eu (Qiongyou)                  Hot Post sharing Link                                Forums by Des...
Online Ticket/Hotel Information Search & Booking Site: Qunar                    Link    Flight tickets & Hotel Booking    ...
Group Purchase / Commerce Site: Lvmama                                  Link                                              ...
Travel Comment Site: Lvping                        Link      Search comments for hotel, attractions, sharing post, Q&A    ...
The Role of Travel e-Community & Site in Traveler’s Online Journey                  Before Travel                      In ...
IWOM WATCH    KOLs in the Travel CategoryIWOM WATCH        2012 IWOM Watch Travel Special Edition            39
Social Network Analysis for Online Travel Community   KOLs play an important role in the online travel community, especial...
Travel Category KOL: Pro-traveller     背包客小鹏                                 Published Books          Travel Tour         ...
Travel Category KOL: Grass-root Daren     谢谢和菜菜为爱走天涯                           Published Book             Online Behavior ...
Travel Category KOL: Travel Organizer       一个人的天空                            Online Behavior                             ...
About GroupM Knowledge                                                                                           IWOM WATC...
Contact us                                                                                 IWOM WATCH Shanghai 28F, The Ce...
About CIC                                                                                                                 ...
Contact us                                                                                                 IWOM WATCH Shan...
CIC IWOM watch archive                                                                                                    ...
Thank you    This report is copyrighted material owned by CIC & GroupM Knowledge. Any    improper use of this document or ...
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2012 IWOM Watch Travel Special Edition

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The rapid development of the industry in China has established ‘travel’ as an import indication of lifestyle, and as such, one of the hottest topics on mainstream social media. So naturally, social media is playing an increasingly important role in the way we access travel information and share experience.

And so, CIC and GroupM Knowledge collaborate once again to develop an industry watch of the travel category in China. This IWOM Watch will analyze the latest social content to provide a view of the consumers, culture and community that make up the travel category.

Looking ahead, this special edition of IWOM Watch will form part of a 2012 Travel Whitepaper, which will be released in the second half of the year. This edition sets the foundation, serving as a source of reference for brands’ seeking to create effective marketing strategy.

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2012 IWOM Watch Travel Special Edition

  1. 1. IWOM WATCH 特 网论观察 2012 网络口碑趋势观察1月特辑 IWOM Watch 微博与刊 Special Edition: TravelIWOM WATCH © 2010 CIC© 2010 CIC 2012 IWOM Watch Travel Special Edition IWOM WATCH
  2. 2. Preface IWOM WATCH The rapid development of the industry in China has established ‘travel’ as an import indication of lifestyle, and as such, one of the hottest topics on mainstream social media. So naturally, social media is playing an increasingly important role in the way we access travel information and share experience. And so, CIC and GroupM Knowledge collaborate once again to develop an industry watch of the travel category in China. This IWOM Watch will analyze the latest social content to provide a view of the consumers, culture and community that make up the travel category. Looking ahead, this special edition of IWOM Watch will form part of a 2012 Travel Whitepaper, which will be released in the second half of the year. This edition sets the foundation, serving as a source of reference for brands’ seeking to create effective marketing strategy.IWOM WATCH 2012 IWOM Watch Travel Special Edition 2
  3. 3. About IWOM watch A guide to Internet Word of Mouth CIC L-K-P FRAMEWORK FOR MAKING SENSE OF THE BUZZ Listen听 Know识 Participate融 Topic E-Culture Communication Listen to the buzz Know the culture Participate in the and find out and context of the conversation. what’s hot online. internet community. * CIC-LKP Model, Defined by Daisy Zhang, 2007 Feb. For more on this definition, see our blogs here (EN) and here (CN)IWOM WATCH 2012 IWOM Watch Travel Special Edition 3
  4. 4. IWOM WATCH Table of Contents 1. General Overview 2. People Who Are Into Traveling 3. Hot Topics in the Travel Category 4. Net Culture in the Travel Category 5. Travel e-Community Overview 6. KOLs of the Travel CategoryIWOM WATCH 2012 IWOM Watch Travel Special Edition 4
  5. 5. Methodology IWOM WATCH Research Methodology • With GroupM Knowledge conducting deep analysis of the online travel category in China, this collaborative IWOM Watch on the Travel Category gives an overview of the travel market in China, along with a focus on the various types of travel site, consumers’ online preferences, the culture and the hot topics. • CIC monitored travelers’ content across China’s social media platforms, with particular attention to travel related BBS sites and Sina Weibo. Data Source • GroupM Knowledge provided macro travel industry data and survey results on consumer’s travel attitudes (for example, a survey about lifestyle and preferred information channel). • CIC’s Travel BBS Panel collected a total of 8.9 million messages in 2011; the panel is made up of sites, including hot travel communities like Ctrip Lvping (驴评网), Tianya (天涯), Go2eu (穷游网), Liba (篱笆论坛), DoYouHike(磨坊), 8264.com(户外资料网), etc. • CIC collected 700+ random samples of Sina Weibo accounts tagged with “travel”IWOM WATCH 2012 IWOM Watch Travel Special Edition 5
  6. 6. Data Collection IWOM WATCH CIC Travel Panel Buzz Volume Ranking By Site 2,340,521 1,429,884 1,298,508 999,316 930,036 592,590 258,412 219,738 212,373 204,986 8264.com Tianya Liba DoYouHike Go2eu Sohu Netease Lvping Tieba Sina (户外资料网) (天涯) (篱笆) (磨房) (穷游) Travel Travel (驴评) (百度贴吧) Travel 118,140 98,910 68,858 58,795 45,718 30,695 26,128 21,356 13,042 KDS Lotour Rednet Tuniu Lvmama Elong Qianlong MangoCity Uzai (宽带山) (乐途) (红网) (途牛) (驴妈妈) (艺龙) (千龙) (芒果) (悠哉) Unit: Post Base: CIC travel panel, 2011IWOM WATCH 2012 IWOM Watch Travel Special Edition 6
  7. 7. IWOM WATCH General OverviewIWOM WATCH 2012 IWOM Watch Travel Special Edition 7
  8. 8. China’s Travel Industry Growth Trend China’s Travel industry has seen stable growth year on year. This rapid yet sustained, development looks set to continue with the strong momentum of e-travel. Volume Trend of Travel Industry, 2008 - 2011 2.0 Trillion RMB 1.60 1.5 1.44 1.29 1.16 1.0 0.5 0.0 2008 2009 2010 2011e Source: data from National Tourism Administration, provided by GroupM KnowledgeIWOM WATCH 2012 IWOM Watch Travel Special Edition 8
  9. 9. Travel Category Buzz Trend Travel category buzz climbed from July, as people swapped some annual leave for a summer vacation. The buzz peak was reached in October and remained high throughout Q4 thanks to the 7-day-long National Day holiday and Christmas season. Buzz Volume Trend of Travel Category Sample Quotes Taking National 『结伴同游』十一月上旬于南斱向戒者海南 and Christmas 斱向 // Looking for a travelling companion in Usually, people holidays for trips November for a trip to Yunnan or Hainan Link 1,200,000 take annual leave 1,000,000 for summer 10.16日出发走香格里拉环线,四姑娘山.稻 vacation 城亚丁.梅里.香格里拉.丽江 800,000 // Circle line around Shangri-La. Set off on Oct 16th Link 600,000 12.19-12.22香港四日购物休闰游 // 4-day- 400,000 long Hong Kong leisure and shopping travel during 19th -22nd ,Dec Link 200,000 7月山花烂漫,年宝玉则南北穹越攻略&PP // 0 Hiking in Nianyubaoze Snow Mountain in July. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Link Unit: Post Base: CIC travel panel, Yr.2011 Source: CIC Photo: http://bbs.liba.com/t_445_6168867_1.htmIWOM WATCH 2012 IWOM Watch Travel Special Edition 9
  10. 10. Traveler’s Online Journey Before Travel In Travel After Travel Making inquiries and looking for Sharing your experience and Writing reviews, reflecting on your information, like travel plans and tips; emotions in real-time, with status travel experience (攻略) and sharing it booking flights and hotels; finding a updates and photos. with other netizens. travel companion, etc Sample Quotes: Sample Quotes: Sample Quotes: 求给位推荐个北京-纽约的直航合理价 加勒比海的上穸// Over the Caribbean. 罗马详细旅游攻略(交通,住宿,线 位// I’m looking for a reasonable price to Link 路,景点,美食,丌断更新中)// A fly from Beijing directly to New York, any detailed travel experience in Rome, suggestions? Link 在阿根廷的第一天,圣诞节的大餐, including hotels, transportation, plans, 阿根廷著名的美酒和牛肉// My first day viewpoints, food, updates. Link 11月下旬法国巳黎求同游// I want to in Argentina, Christmas dinner, with wine find travel some companions. Link and good beef. Link 奢华蜜月,穷游巳厘—2011年10月巳 厘岛最新攻略// My luxurious #新奥尔良游# 早餐,来一份甜甜圈 honeymoon in Bali, in October, 2011, 德国签证成功, 晒行程计划// My 吧。新奥尔良的Cafe de Monde // My German Visa passed, shai the plan. Link breakfast in New Orleans, donuts. Link with attached photos. Link Source: CIC Travel Panel Image Source: http://bbs.go2eu.comIWOM WATCH 2012 IWOM Watch Travel Special Edition 10
  11. 11. IWOM WATCH People Who Are Into TravelingIWOM WATCH 2012 IWOM Watch Travel Special Edition 11
  12. 12. Lifestyle Analysis Sports and cultural activities are very important parts in the traveler’s life. In addition, people who love travel tend to be more energetic, curious and passionate. Attitude Survey of Traveler’s Lifestyle I do exercises more than once a week 59.6% Id like to get touched with nature 58.8% Id like to travel to different places 52.6% Id love to travel abroad 48.3% I have interests in different culture 47.0% Id like to treat guests at home 45.8% Music is important in my life 43.1% I love to travel to places away from inhabited area 41.8% Im interested in arts 41.6% I love cooking 40.7% I spend lots of time in entertainment 38.6% I have diversified interests 37.4% Id like to watch movies in cinema 28.0% Base: 40,475 respondents Source: GroupM Knowledge, CNRS 2011 [2011.1-2011.6]IWOM WATCH 2012 IWOM Watch Travel Special Edition 12
  13. 13. Weibo Tag Analysis Music, Movies, Fashion, Food, Photography and Sports are hot tags amongst netizens who are also into traveling. That is, the co-mention incidence between travel and these other interests, which can be leveraged as a touching point for marketing activities. Incidence ranking of Weibo tags co-mentioned with Travel Travel fans sample tag Music 33.1% link link Movies 27.9% Fashion 27.3% Food 27.3% link link Photography 19.5% Sports 12.4% Base: samples of 788 netizens who tagged Travel on Weibo Source: CICIWOM WATCH 2012 IWOM Watch Travel Special Edition 13
  14. 14. How People Get Exposed to Travel Information Generally, friends’ recommendation and television are the top two channels for travel information. Besides those, newspapers, magazines and the Internet are also important media for travel consumers. Survey on Information Channel of Travel Friends Recommendation 28.9% Television 26.9% Newspaper & Magazine 14.1% Internet 9.5% Outdoor billboard 6.2% Radio 0.4% Others 4.6% Base: 40,475 respondents Source: GroupM Knowledge, CNRS 2011 [2011.1-2011.6]IWOM WATCH 2012 IWOM Watch Travel Special Edition 14
  15. 15. Top Buzzed Travel Related Media According to netizens’ IWOM, professional travel magazines (e.g. Lonely Planet) and specialized travel related TV channels are favored by China’s netizens. In addition to that though, user-generated content like Qiongyou Cityguide (穷游锦囊) also resonates well with netizens. Top Buzzed Travel Related Media by Netizen Lonely Planet 7,201 《孤独星球》旅行指南 Chinese National Geography 1,620 《中国国家地理》 The Travel Channel 1,243 旅游卫视 Qiongyou Cityguide 385 穷游锦囊 Travelling Scope 249 《旅游天地》杂志 Traveler 173 《时尚旅游》杂志 Travel+Leisure 42 《私家地理》/《悦旅》杂志 Sample quote: 勇敢闯关~一个人的埃及十五天旅行~ :LONELY PLANET被讣为是旅游埃及的圣经 /// 15 days travel in Egypt: Unit: Post Lonely Planet is considered the travel bible of Egypt. Link Base: CIC travel panel, 2011 Source: CICIWOM WATCH 2012 IWOM Watch Travel Special Edition 15
  16. 16. IWOM WATCH Hot Topics in the Travel CategoryIWOM WATCH 2012 IWOM Watch Travel Special Edition 16
  17. 17. What Hot Content in the Travel Category Travel tips and transportation were the most buzzed topics. 1. Travel journey / Tips • 厦门景点:鼓浪屿,莲花江头一带园博苑夜景 // Introduction to a scenic sport in Xia Men Link 2. Transportation • 北京-马德里 直飞 往返 6K多,是大便宜么?// Beijing to Madrid, direct: 6,000 RMB return, is that a great deal? Link 3. Accommodation / Hotel • booking上定的酒店,到时候支付的卡必须是现在预定用的卡吗// I booked a room with Booking, do I need to pay using a booking credit? Link 4. Entertainment / Food / Shopping • 食在厦门:林氏鱼丸值得推荐,鼓浪屿泉州路54号,特别是汤是用那的井水渚的很鲜// Regarding the eating in Xia Men, there’re lots of worthy recommendations Link 5. Others (e.g. Material Preparation) • 网友签证信息、经验汇总(非申根类)// Visa application information and experience sharing. LinkIWOM WATCH 2012 IWOM Watch Travel Special Edition 17
  18. 18. Travelers Segmentation (by Travel Categories) Leisure Tour (休闲游) Outdoor Travel (户外) Shopping Trip (购物游) Memorial Trip (纪念游) Buzz: Buzz : Buzz : Buzz : 0.2 million 0.1 million 5 million 3 million Unit: Post Commonly talk about Including hiking, diving, People with a very clear and Honeymoons and post- motivations for travel. It used to mountain-climbing and some specific objective (i.e. shopping) graduation trips are the be package tours by agencies to other outdoor exploration, now talk about this kind of trip. most common in the popular resorts (e.g. Thailand, adventure travel has grown up Shopping destinations like Hong memorable trip category. Hainan, etc). Now, self-guided rapidly as people focus more on Kong, Japan and some European Given the special meaning of touring (自由行) is becoming an self-fulfillment and the concept countries are the most buzzed. this kind of travel, it’s increasingly trend in leisure of travel becomes more So, it’s often associated with developed into a particularly touring. sophisticated. overseas purchase (代购) important category in the market Sample quote: Sample quote: 记录云南的户外生活:徒步, Sample quote: Sample quote: 穿越南太平洋新西兰南北岛11日 骑行,自驾// My outdoor life in 香港澳门纯美食+购物// My 马尔代夫蜜月游记-Anantara Dhigu 跟团休闲之旅全记录// My leisure shopping tour in HK and Macao. Yunnan, such as cycling, driving 6天4夜自由行// My honeymoon in travel : package tour in New tour. Link Link Maldives. Link Zealand. Link Base: total 8.9 million posts collected in CIC Travel Panel, 2011 Image Source:Leisure Tour http://goo.gl/HMEQj ; Shopping Tour: http://goo.gl/alAZ9 ; Outdoor Travel: http://goo.gl/WNQ5Y ; Note: buzz volume of business trip is less than 20,000 in CIC Travel Panel Memorial Trip: http://goo.gl/83fygIWOM WATCH 2012 IWOM Watch Travel Special Edition 18
  19. 19. Shopping Tour Vs. Outdoor Travel Shopping Tour Outdoor Travel 最近的汇率太划算,一起去的 Preview & 团友里又有N个购物狂,买起 纪念我的第一个8000米人生:马 来根本收不了手。一共扛了9 纳斯鲁manaslu(8163米)攀登手 Sample quotes 个大包,7个钱包,三块手表 记 Link // This is to celebrate my 还有鞋子什么的回来,J12和 first reach to 8000 metres above 蓝气球都入手了,开心啊! sea level in Manaslu. Link // The exchange rate is very good. We just can’t stop shopping. So happy! • More spiritual Motivation • Materialistic • Shopping • Explore, exercise, seek new experience Profile • Most are women • Generally, more men than women Content & Culture • Show off or “shai” shopping • Share experience and ‘inner feelings’ achievementsIWOM WATCH 2012 IWOM Watch Travel Special Edition 19
  20. 20. Hot Buzzed Travel Destination - Domestic Top 10 Buzzed Domestic Destinations Hainan is the most popular spot for domestic honeymoon and leisure touring. In recent years, shopping tours have become popular in Hainan 203,455 Hainan due to the duty-free policy. Tibet 143,764 Quotes: Yunnan 140,050 新婚海南浪漫蜜月之旅-9天8晚深度蜜月,海量图片倾情放送!// 9 days honey moon in Hainan. Many photos! Link Sichuan 120,881 海南离岛免税购物5月试点 每人次限购5000元 // Hainan offshore Shanghai 120,431 duty-free policy will begin in May. 5000RMB purchasing cap per capita Hong Kong 117,482 1 Link Beijing 111,838 Tibet is the favorite destination for hiking and self-driving tours. Fujian 58,084 Quotes: 甘南寻花,西藏追于--32天的盛夏漫游 // 32 days hiking in Tibet Zhejiang 50,162 Link Shandong 45,355 西藏阿里(珠峰、冈仁波齐、玛旁雍错、古格王朝等)23日自驾摄影 线路攻略 // 23 days Self-driving journey in Tibet. Link Unit: Post Base: CIC travel panel, 2011 Source: CIC Image Source: http://bbs.liba.com/t_445_6168867_1.htmIWOM WATCH 2012 IWOM Watch Travel Special Edition 20
  21. 21. Hot Buzzed Travel Destination - Overseas Top 10 Buzzed Overseas Destination Sample Quotes: 【♥ ♡ 蹭来的蜜月♡ ♥】2011年春节美国西海岸自驾 United States 110,828 游(2.3~17) // USA west coast self-driving honey Thailand 85,297 moon. Link Japan 75,873 Italy 54,587 春节后休闰之旅-老挝,泰国。 // Leisure tour to Australia 49,167 Laos and Thailand after CNY. Link South Korea 41,207 1 France 39,995 四女一男日本六天全景游,快乐地购物 // 4 girls and 1 boy in Japan, 6 days shopping tour. Link New Zealand 39,040 German 38,829 United Kingdom 30,049 Unit: Post Base: CIC travel panel, 2011 Source: CIC Image Source: http://bbs.liba.com/t_445_6168867_1.htmIWOM WATCH 2012 IWOM Watch Travel Special Edition 21
  22. 22. Shopping Tour Buzz Trend Buzz about luxury brand shopping tours reached peak in October and December due to the shopping trips people made during the 7-day National Day holiday and over the Christmas season. Sample Quotes: Buzz Trends of Luxury Shopping Tour 秋 巴黎,普罗旺斯,蔚蓝海岸,LV、打折村购物—15日蜜月游 // 230,178 15-day honey moon to Paris, Provence; LV and other discounts in autumn. Link 187,021 146,024 146,769 紧急求助 意大利的卡地亚香奈儿迪奥和法国的价格差的多 116,359 107,730 1 吗?// Need urgent help! How’s the price of Cartier, Chanel and Dior in Italy compared with the price in France? Link Jul Aug Sep Oct Nov Dec Unit: Post Base: CIC travel panel, Jul-Dec, 2011 Source: CIC Image Source: http://goo.gl/LlWefIWOM WATCH 2012 IWOM Watch Travel Special Edition 22
  23. 23. Luxury Brands & Shop Destination Mentioned in Shopping Tour Louis Vuitton is the most talked about luxury brand in relation to shopping tours. While Hong Kong “the shopping heaven” is the most buzzed luxury shopping destination. Top 10 Buzzed Luxury Brands Top Buzzed Shopping Destinations In Shopping Tour For The Top 10 Luxury Brands Louis Vuitton 5,130 Hong Kong 1,518 Gucci 2,015 United States 1,052 Chanel 2,001 Italy 844 Dior 1,646 France 675 Prada 1,316 Japan 584 Coach 1,140 1 United Kingdom 389 Burberry 985 S. Korea 370 Armani 810 Macau 209 Hermes 713 Hainan 183 Cartier 606 Spain 173 Unit: Post Base: CIC travel panel, Jul-Dec, 2011 Source: CIC Image Source: http://goo.gl/LlWefIWOM WATCH 2012 IWOM Watch Travel Special Edition 23
  24. 24. Hotel Brands Buzz Ranking In terms of luxurious hotels, Marriott and Hilton are the most buzzed brands. In budget hotels, YHA (国际青旅) is most buzzed due to emerging budget travel trend. People share travel tips and find travelling companions there. Luxurious Hotel Brands Buzz Ranking Economic Hotel Brands Buzz Ranking Sheraton(喜来登) 6,432 YHA(国际青年旅舍) 4,911 Marriott(万豪) 2,166 Holiday Express(快捷假日) 3,610 Hilton(希尔顿) 2,019 Rujia(如家) 2,640 1 Westin(威斯汀) 1,721 Jinjiang Inns(锦江之星) 2,066 Ibis(宜必思) 966 Hanting(汉庭) 842 Unit: Post Base: CIC travel panel, 2011 Source: CIC Image Source: http://goo.gl/1bzGjIWOM WATCH 2012 IWOM Watch Travel Special Edition 24
  25. 25. Outdoor Equipment Brands Buzz Ranking The right equipment is essential for activities in the great outdoors, so equipment brands are one of the hottest topics in outdoor communities. Arc`teryx(始祖鸟), The North Face, Marmot(土拨鼠) and Columbia are the most buzzed brands. Outdoor Equipment Brands Buzz ranking Arc `teryx (始祖鸟) 36,030 The North Face 33,445 Marmot (土拨鼠) 29,859 Columbia 25,959 Clarks 17,931 Mammut (猛犸象) 9,608 Timberland 8,428 Nike 6,042 Deuter 4,633 Oakley 3,629 Unit: Post Base: CIC travel panel, 2011 Data Source: CIC Image Source: http://goo.gl/QJr8BIWOM WATCH 2012 IWOM Watch Travel Special Edition 25
  26. 26. IWOM WATCH Net Culture In Travel CategoryIWOM WATCH 2012 IWOM Watch Travel Special Edition 26
  27. 27. Net Culture: Travel Experience Sharing (攻略分享) Structure of Experience Sharing • Pre-travel Preparations (Visa application, air ticket, hotel reservations, travel plan, etc.) • Destination specific sharing 1 (Photo sharing of viewpoint, restaurant, local transportation, etc.) 电梯/Updating Floor • Cost sharing (Detailed cost sharing; air fares, hotel costs and tips about taking advantage of promotions, etc.) 我的九月,瑞奥之路之瑞士篇--11日游记及经验// My 11 days in Switzerland and Austria, experience sharing. Link CIC View Sharing your travel experience is common behavior upon returning home. Netizens generally share their pre-travel preparations and expenditure. For more complex and detailed sharing, building floor is becoming typical within the travel category, which makes it more convenient to deliver a complete introduction to the most interesting destinations. Building Floor - Source: CICIWOM WATCH 2012 IWOM Watch Travel Special Edition 27
  28. 28. Net Culture: Photographing 1 Photos of local scenery Self-shooting Photo spoofing 妙手穸穸的有声有色布拉格// 马来西亚之 city trip// Travel in Fly over the sea Link My colorful Prague square. Link Malaysia Link CIC POV Photography is one of the most important components of travel related content. The traveler likes to shoot photos that record their experience; increasingly affordable access to better and better equipment, tied to ever more robust social mechanisms for sharing photos, facilitate this behavior. In addition to this, shots of yourself on holiday are becoming an increasingly popular means of self- expression, reflecting your lifestyle and status. Source: CICIWOM WATCH 2012 IWOM Watch Travel Special Edition 28
  29. 29. Net Culture: Net Language / Nick Name Net Language/ Nick Name Group Sample Quotes: 驴行 献给驴友---07年8月15日至8月22日巳塞罗纳7日 驴途 游TIPS// My travel experience in Barcelona, and 求捡/捡人 sharing tips with yours. Link 牙牙 1 驴友 一漂亮MM求被捡,地点丌限。// A pretty girl is to be picked up Link 背包客 穷游 在牙牙已经走了一个月了,malaga是最后一站// TNF 宿主 She stayed in Spain about one month and Malaga was LP 沙发客 her last destination in Spain. Link CIC POV Nicknames are ever popular in China’s populist net culture and the travel category is no exception. Netizens like to call themselves “驴友 / 新驴” (“Lǘyou / xīn lǘ”, both essentially, “traveler”), couch surfers and their hosts are “沙发客” and ”宿主” (Shāfā kè and sùzhǔ). Also, “背包客” and “穷游” (Bèibāo kè and qióngyóu) relate to budget travel and have become popular nicknames in recent years for travelers using little budget but travelling to lots of destinations. When seeking a travelling companion, netizens usually use “求捡 / 捡人” (Qiú jiǎn/jiǎn rén). Another type of nick name worth noting are those for destinations, such as “牙牙” (Yáyá), which refers to “Spain” - 西班牙 (Xībānyá). Source: CICIWOM WATCH 2012 IWOM Watch Travel Special Edition 29
  30. 30. Net Culture: Couch Surfing (沙发客) Douban Couch Surfing Group “沙发客”顾名思义就是“睡别人的沙 发”。这是表面的意思,其实不一定是睡 沙发,如果主人有空余的房间或床铺, “沙发客”将会睡得很舒适。如果遇到一 1 位更加好客的主人,甚至会带你游览风景 名胜,遍尝当地美食。当然,在享受这些 的同时,你也要把你家的“沙发”贡献出 来作为交换 一个重庆沙发客的国际客厅 // A couch surfer in Chongqing Link 12.15--16再访巳黎,一个人的巳黎。沙发客。地铁 还有美术馆。 // Lonely Paris. Couch surfing, metro and 杭州沙发长期提供,2012起三年内有效 // Providing couch in art museum Link Hangzhuo, available in 3 years since 2012. Link CIC POV: Couch surfing, already prevalent in western countries, is now starting to become popular in China. The key concept is inherently social, based on a culture of mutual support and resource sharing. In this case, accommodation. Couch owners and surfers usually connect via Go2eu and Doudan. It’s considered the best choice of accommodation for those who want to do a lot of travelling on a little budget. Source: CICIWOM WATCH 2012 IWOM Watch Travel Special Edition 30
  31. 31. Net Culture: Live Broadcasting & Seeking for Real-time Help 1 驴友自曝:直播上海—西藏阿里,大北线越野自驾行车游// Live This outdoor live broadcasting was posted on the 12 th of broadcasting our driving tour: from Shanghai to Tibet. Link August 2011 to Lvmama. It is a record of a driving tour from 求助啊~淘宝租的D10迚水了,现在人在岛上 // Help! D10 Shanghai to Tibet, sharing the specific route. This post underwater protection shell was leaked. Now I’m on an island. Link generated over 40,600 page views and 804 replies. Link CIC POV Live broadcasting from your travels is becoming ever more popular. Netizens share their driving or cycling map and travel plan, then update route daily, sharing photos of the scenery, advice about the road condition, the food and the accommodation. It’s also particularly hot on Weibo as netizens are able to quickly and easily share experience via their mobile phone. Looking for real-time help is also common amongst the travel community. Usually, people will receive support and solutions in a short time. Source: CICIWOM WATCH 2012 IWOM Watch Travel Special Edition 31
  32. 32. IWOM WATCH Travel e-Community & Site OverviewIWOM WATCH 2012 IWOM Watch Travel Special Edition 32
  33. 33. Travel e-Community Mapping Amongst all travel communities (BBS), Tianya boasted most posters; while netizens on 8264.com had the greatest passion to talk. Travel e-Community IWOM Buzz Mapping Higher Passion 8264.com Sohu travel Liba DoYouHike Go2eu Less posters More posters Sina travel Netease travel Tianya Baidu Tieba Lvping Lower Passion Note: Bubble size = number of posts. Passion measured by Posting Rate (Num of posts per poster) Axes cross at the average value of posters & passion Source: CIC Base: CIC Travel Panel, 2011IWOM WATCH 2012 IWOM Watch Travel Special Edition 33
  34. 34. Vertical Travel Site: Go2Eu (Qiongyou) Hot Post sharing Link Forums by Destination Other Media Platforms “我们搭乘廉价航空,也选择豪华游 轮。我们经常出现在青年旅舍,但也 不放过古堡豪宅。穷游是一种态度, 价值观和生活方式——旅途永无穷 尽” 1 #老牛的意大利行记#(二)爱城维罗纳的日不夜// My Go2Eu segments different forums by Go2Eu also leverage other Italian travel notes : Love the day and night in Verona. Link travel destinations platforms for broadcast Summary Sample Quotes of Comments: Go2Eu is a vertical travel site, founded in 2004 by a Chinese 还有@穷游网 论坛里的内容极其丰富,你自己去看吧 // The student in Germany. It includes a BBS, destination tips, a content of Go2eu is abundant, just have a look. Link weekly magazine (including travel KOL sharing, postcards, 新版的@穷游网 香港锦囊值得重点推介,内有穷游自己绘制的 special destination editions etc.) and a booking service that 实用地图,港铁线路图,常用出行TIPS,和分门别类的景点推 incorporates cooperating agencies (e.g. booking.com). In 介//The HK tips of Go2eu are practical, including HK map, addition, Go2Eu has accounts on different social platforms transportation map, tourist spot introductions, etc. Link in order to promote its website. They receive a lot of positive feedback, particularly for the abundance and high Source: CIC quality of experience sharing posts.IWOM WATCH 2012 IWOM Watch Travel Special Edition 34
  35. 35. Online Ticket/Hotel Information Search & Booking Site: Qunar Link Flight tickets & Hotel Booking Group Buying 1 Qunar provides low cost domestic & Qunar provides low cost domestic & Besides, Qunar also has a international flight tickets. overseas hotel booking as well. group buying channel for tickets and hotels. Summary Sample Quotes of Comments: Founded in 2005, Qunar is an online ticket 去哪儿网夜销真靠谱,酒店丌错,价格便宜// / hotel booking site which aggregates ticket Qunar hotel booking is reliable. The hotel is good and hotel information from various with a low price. Link channels with the aim of providing netizens 去哪儿网,网上订机票又出问题了 // Qunar the best price. Since July of 2011, Qunar flight ticket booking system is encountering has overtaken Ctrip(携程) in terms of Daily problems again. Link Reach, to become the no.1 ticket booking site in China. Source: CICIWOM WATCH 2012 IWOM Watch Travel Special Edition 35
  36. 36. Group Purchase / Commerce Site: Lvmama Link Positive Comments 元旦照例温泉,就近。驴妈妈旅游 网 上的价格还是很给力的// My leisure trip of hot spring, the price provided by lvmama is good . Link 驴妈妈的产品丌错的说~// Good 1 products. Link Negative Comments 想在温泉度假村里住一个晚上而已, 没有房闱了你就显示订满丌就得了, 还写个充足,结果全给我退回来了// I want to order one night, the website shows lots of rooms were available, but actually no room. Link Summary Lvmama, founded in 2008, is a leading B2C group purchase travel site in China. It provides a service to independent travelers, including discount attraction tickets, hotel discounts, short trip discounts and so on. Also, Lvmama has its own BBS forums and Weibo accounts to build engagement with consumers. Lvmama is generally perceived as providing good discounts and a wide variety of travel products. However, the website booking actually caused complaint amongst consumers. Source: CICIWOM WATCH 2012 IWOM Watch Travel Special Edition 36
  37. 37. Travel Comment Site: Lvping Link Search comments for hotel, attractions, sharing post, Q&A Ranking by comments 1 Real Time Updates Summary Lvping is a travel comment site, a franchized by Ctrip. It provides a platform for netizens to share comments about, “where to go, what interesting things 三亚亚龙湾铂尔曼度假酒店照 happen there and which hotel is best”. In addition, it has a Q&A section, 片 - 酒店与属海滩,距离酒店 organizing netizens’ frequently asked questions by destination or by topic. 有点进// The beach of Pullman Furthermore, netizens can share their current status and leave comments on hotel in the Sanya. Link Lvping and other social media platforms (e.g. Sina Weibo) in real-time. Source: CICIWOM WATCH 2012 IWOM Watch Travel Special Edition 37
  38. 38. The Role of Travel e-Community & Site in Traveler’s Online Journey Before Travel In Travel After Travel Vertical Travel Site (e.g. Go2eu) Vertical Travel Site Vertical Travel Site Inquire about travel plans & tips; Seek real-time support; make live Share travel experience , photos Seek travel companions broadcasts from outdoor activities & tips Travel Comment Site (e.g. Lvping) Weibo Travel Comment Site Check comments about travel Instant travel journal, complete Post comments on travel hotspots, hotels and so on with photo sharing hotspots, hotels and so on Group Purchase / Commerce Site: Jiepang(街旁) Weibo (e.g. Lvmama) Location & trip/offline sharing Experience and photo sharing Group purchase travel packages Online Ticket/Hotel Information Search & Booking Site (e.g. Qunar) Book flight tickets and hotels Source: CICIWOM WATCH 2012 IWOM Watch Travel Special Edition 38
  39. 39. IWOM WATCH KOLs in the Travel CategoryIWOM WATCH 2012 IWOM Watch Travel Special Edition 39
  40. 40. Social Network Analysis for Online Travel Community KOLs play an important role in the online travel community, especially the pro-travelers, the grass-roots travel Daren, and some forum admin (aka Banzhu), post very actively and build a sound reputation and position of authority in the community. Case Study of SNA 8264.com Note: • Red dots represent KOL; blue dots represent active member in the community; • The line represents conversation represents the conversations between netizens. • The bigger the dot is, the more posts the netizen generates. Source: CIC Base: 244,359 posts from 8264.com in Oct.2011.IWOM WATCH 2012 IWOM Watch Travel Special Edition 40
  41. 41. Travel Category KOL: Pro-traveller 背包客小鹏 Published Books Travel Tour Online Behavior Photo Sharing 【加纳利群岛(七)】这里的于像雪 一样// Canary Islands 7: beautiful clouds. Link Q&A Question:西班牙有哪些让人留恋的小 1 镇啊// What are impressive Spanish town? Link Answer:我个人很喜欢南部的龙达, Professional Traveler Published three books 纯白色的小镇// Personally, I like the 10 years travel experience “Pack Europe”, “Over white town called Ronda. Link Travel columnist Lotus” and “10 Years In Travel Real-time Updating 123,288 followers on Sina Weibo Backpacker” 在亚龙湾的喜来登,真是步步惊莲 Over 23 million visits on Sina Blog List of 10 years’ travel 啊! // Lots of louts in Sheraton. Link destinations CIC POV Pro-Traveler is a professional in the travel category. Normally, they’ll have significant influence on social media, publish books, or work as travel columnist. Sharing photos of destinations is their characteristic behavior. In addition, Q&A and real-time, on the spot updates are other two tactics that build interaction with netizens. Source: CICIWOM WATCH 2012 IWOM Watch Travel Special Edition 41
  42. 42. Travel Category KOL: Grass-root Daren 谢谢和菜菜为爱走天涯 Published Book Online Behavior Travel Experience Sharing [攻略游记] 踏出梦想第一步:一个菜鸟的亚洲18国记// My travel dream begins with the 18 Asian countries. Link Q&A Question: 请问二位~~~墨西哥安全吗// Is Mexico safe?. 1 Answer:感觉丌会,到哪个国家都会有风险,凡事尽量小心 才是// It’s not that bad, but you need be careful when traveling. Link Spend 40,000 RMB and travel 18 Publish one book countries. called “走吧,为了 In Travel Real-time Updating 44,345 followers on Sina Weibo 爱”(Travel for Love) 16,993 visits on Sina Blog 在古巳一个海边小镇吃龙虾// I ate lobster on the beach in Link Post on Go2Eu generated 1,322 Cuba. Link replies, 299,610 page views Link CIC POV Grass-roots Daren are another kind of travel efluencer, who visits lots of different destinations. Travel experience sharing is their main behavior, with lots of detail, like VISA applications, hotel booking guide, and specific destination tips. In addition, budget travel is a popular behavior amongst Grass-roots Daren and they will share lots of tips about how to get tickets and take advantage of hotel promotions. They will leverage Q&A and in-travel updates to build interaction with netizens. Source: CICIWOM WATCH 2012 IWOM Watch Travel Special Edition 42
  43. 43. Travel Category KOL: Travel Organizer 一个人的天空 Online Behavior Organizing Offline Event Travel Experience Sharing Knowledge Sharing 1 自己随性的一个冲动,没成 [攻略游记] 一个人的海岸线 排汗袜子最好是COOLMAX Banzhu of Go2eu Outdoor 想竟然促成了这次小规模大 - 八月 Ibiza // My costal trip 料的,配合GORE-TEX鞋 Travel, 10+ countries in Europe 意义的私聚// Our small group in Ibiza in August. Link 穹,可排脚汗,冬天可防冻 gathering. Link 伤// My socks are Coolmax Posted 89 posts since 2006 on and paired with Gore-Tex. Go2Eu Link CIC View Travel Organizers are popular in the outdoor communities. They typically organize offline events, from skiing to partying. In addition, knowledge sharing about outdoor equipment is another key behavior; choose equipment, share feedback, and sometimes set “home work” (作业贴) They also share travel experience and leverage Q&A to build interaction with other netizens. Source: CIC Image Source: http://bbs.go2eu.comIWOM WATCH 2012 IWOM Watch Travel Special Edition 43
  44. 44. About GroupM Knowledge IWOM WATCH 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 number one media investment management group. GroupM employs more than a thousand people in eight cities across China. With total media billings in excess of USD 4 billion (RECMA: 2010 Definitive), GroupM is China’s top media communications group and the industry’s biggest investor in syndicated and proprietary media research and optimization tool development. About GroupM Knowledge GroupM Knowledge is GroupM’s think tank and knowledge management arm in China. This unit is responsible for industry-wide thought leadership research, exploring issues affecting the media industry in China; working with syndicated research suppliers, and managing the Group’s proprietary tools, research and systems. The unit also manages a media consultancy, advising clients with specific media research requirements.IWOM WATCH 2012 IWOM Watch Travel Special Edition 44
  45. 45. Contact us IWOM WATCH Shanghai 28F, The Center, No.989, Changle Rd. Shanghai 200031 China Tel: 021-2405-1293/94 长乐路989号世纪商贸28楼,上海,200031,中国 电话: 021–2405–1293/94 Beijing Room1202,12/F Hua Li Building, No.58 Jin Bao Street Dong Cheng District Beijing 10005 China Tel: 010-8523-3679 东城区釐宝街58号华丽大厦12层1202室,北京,10005,中国 电话: 010–8523–3679 Guangzhou 8/F,Development Center, 3 Lin Jiang Road, Pearl River New City Guangzhou 510623 China Tel: 020-2881-8288 天河区珠江新城临江大道3号发展中心8楼,广州,510623,中国 电话: 020– 2881–8288IWOM WATCH 2012 IWOM Watch Travel Special Edition 45
  46. 46. About CIC IWOM WATCH CIC is Chinas leading social business intelligence provider. CIC enables businesses to fully leverage the power of social media and (Internet Word of Mouth) IWOM intelligence across the organization. Since coining the term IWOM in 2004, CIC has pioneered the industry to help companies meet their social media marketing and social business needs by providing customized research, consulting services, syndicated reports, as well as technical solutions and platforms all via an objective, third party perspective. In addition to helping companies leverage social media intelligence for more informed decisions, CIC is monetizing the social business industry in China by creating an integrated social business support system. CIC utilizes its own patent pending technology to capture millions of online conversations and ‘makes sense of the buzz’ by assembling them into easy to understand intelligence and provides interpretation which informs strategic decisions and leads to action. 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 and social network sites and applies its unique, China-derived methodology and indexes to provide a detailed and comprehensive picture of the social media landscape and its implications for business. CIC has well over 3.8 billion mentions of brands and products from well over 1 billion consumer comments that have been indexed and archived. In early 2012, as China’s leading social business intelligence provider, CIC consented to acquisition by WPP’s Kantar Media, the media research and insight division of Kantar, expanding their social offering across Asia Pacific markets. linkage of media release CIC will continue to provide social business intelligence from an unbiased, third-party perspective, to the world’s leading brands and agencies. Copyright Statement The majority of the pictures and related quotes are from publicly available information.IWOM WATCH 2012 IWOM Watch Travel Special Edition 46
  47. 47. Contact us IWOM WATCH Shanghai: Suite 108, Block A, UDC Innovative Plaza, 125 Jiangsu North Road, Shanghai, China, 200042 Tel: 021 - 5237 3860 | Fax: 021 - 5237 3632 Weibo.com.cn/seeisee Tudou.com/home/iwomchina 江苏北路125号华联创意广场A栋108室 上海, 200042, 中国 电话: 021 – 5237 3860 | 传真: 021 – 5237 3632 Weibo.com.cn/iwommaster Linkedin.com/companies/cic_3 Beijing: Jiepang.com/CIC @cicdata 1006 / 10F, Block C, No. 60, Dongsihuanzhong Road Chaoyang District, Beijing, China, 100025 Douban.com/host/CIC CIC_CN 朝阳区东四环中路60号进洋国际中心C座1006室 北京, 100025, 中国 电话: 010 – 5908 0268 slideshare.net/CIC_China Huaban.com/seeisee email: info@cicdata.comIWOM WATCH 2012 IWOM Watch Travel Special Edition 47
  48. 48. CIC IWOM watch archive IWOM WATCH2012: 2009IWOM watch Compilation 2011 | view IWOM watch 2nd half year review 2009 | view IWOM watch 1st half year review 2009 | view2011:IWOM watch Special Edition: microblog | view 2008 IWOM watch 2nd half year review 2008 | view2010: IWOM watch 1st half year review 2008 | viewIWOM watch Special Edition: LBS (Location-based service) | view IWOM watch May Special Edition (Sichuan Earthquake) 2008 | viewIWOM watch compilations from 2006 to 2010 (part 7) | viewIWOM watch compilations from 2006 to 2010 (part 6) | view 2007IWOM watch compilations from 2006 to 2010 (part 5) | view IWOM watch 2nd half year review 2007 | viewIWOM watch compilations from 2006 to 2010 (part 4) | view IWOM watch 1st half year review 2007 | viewIWOM watch compilations from 2006 to 2010 (part 3) | viewIWOM watch compilations from 2006 to 2010 (part 2) | view 2006IWOM watch compilations from 2006 to 2010 (part 1) | view IWOM watch 2nd half year review 2006 | viewIWOM WATCH 2012 IWOM Watch Travel Special Edition 48
  49. 49. Thank you This report is copyrighted material owned by CIC & GroupM Knowledge. Any improper use of this document or its content will be considered a violation of CIC & GroupM Knowledge IP copyright and CIC & GroupM Knowledge has the right to take legal action. 本研究报告版权归CIC不群邑智库共同所有。任何对本研究报告戒报告中内容的丌当 使用都将视为对CIC不群邑智库知识产权的侵犯,CIC不群邑智库有权诉诸亍法律。IWOM WATCH 2012 IWOM Watch Travel Special Edition
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