Australian Tourism Export Council - 2010 Meeting Place Presentation

China and the Internet: Nov 2010Busting Myths, Highlighting Realities and Measuring the Future

Common Myths Doesn t the US dominate the number of Internet users?China has agreat firewall sinotechgroup.com.cn

Fast FactsUp to June, 2010, the number of net citizens in China hasreached 420 millionThe number of broadband net citizens has reached 364 millionThe number of mobile net citizens in China has reached 277 millionThe weekly online time of net citizens is 19.8 hoursThe growth rate of users for online payment, web shopping and e-bankingwas 30%The number of Chinese websites is 2.79 million 26th Statistical Report on Internet Development in China (July, 2010) sinotechgroup.com.cn

Online travel in China is a significant business•  Estimated Online Travel Booking in 2010 isRMB5.47 Billion ($.75 Billion)• The number of citizens taking internet as themain channel to get tourism informationaccounted for 66.7% of China s total,• Citizens who have made a hotel reservation byinternet amounted to 70.2% of China s total,• Citizens who have booked air tickets by internetaccounted for 70.7% of China s total,• Citizens who have booked holiday products byinternet amounted to 20.3% of China s total(Data Center of China Internet, 2010) sinotechgroup.com.cn

Rea lly… e co s d o e s C yste h m of ina hav soci e al m a rich edia ? sinotechgroup.com.cn

420 Million Chinese Internet Users 30 Million Fast Facts kaixin001 Users183 Million 40 MillionQzone Users Xiaonei Users sinotechgroup.com.cn

Asia s dominant social networksQQFacebookFriendsterWretchZingOrkuthi5MixiCyworld sinotechgroup.com.cn

Chinese Social Media Landscape sinotechgroup.com.cn

Asia s range of search enginesGoogleBaiduYahooNaver sinotechgroup.com.cn

Market Share of Search in China Google who? 71% 22% 7% sinotechgroup.com.cn

sinotechgroup.com.cn

Online Activities 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…. 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 million26th Statistical Report on Internet Development in China (July, 2010) sinotechgroup.com.cn

So with all these Chinese online… what should I measuresinotechgroup.com.cn

The evolution from listening to understandingv1.0 Monitoring v2.0 Mining v3.0 Analy3cs Volume Word counts/tag cloud Sen4ment Bench Marking Entry 4meline Topics and themes Scorecards High-‐level topics Key inﬂuencers Forecas4ng Venue analysis Geo -‐ Loca4ons Predic4ng Inﬂuence Drill-‐down to entries 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 hotelThis hotel saw anumber of sentimentfluctuations aroundthe time of their newrenovations.Some of theunderlying commentsrelated to the noise ofthe work and othersabout the nicerenvironment sinotechgroup.com.cn

Who is saying what & where Social Channels Authors sinotechgroup.com.cnSinoTech Group Confidential

Map Overlay Where are people talking about us ? The map overlay identifies the location of the media source. The larger the marker, the greater the number of hotel mentions from this location. sinotechgroup.com.cnSinoTech Group Confidential

Brand Sentiment IndexingChengdu hasthe greatestonline brandsentiment inChina vs.other Chinesecities You can benchmark and trend to determine where you rank sinotechgroup.com.cn

Dynamic score cardsScore card can giveyou a great insightabout yourperformance againstyour competitors You need to evaluate your brand position sinotechgroup.com.cn

Consumer Review AnalysisHoteliers cansimply andquickly reviewwhat is beingsaid about theirproperty (orthat of theircompetitors) You need to listen and understand what is being said. sinotechgroup.com.cn

Is the Myth Confirmed or Busted? sinotechgroup.com.cn

Social Media AnalyticsSinoBuzz™ is the leading social media analytics platform; apowerful tool for monitoring and managing online brand,measuring public awareness, sentiment, influence, and tracingauthoritative sources. sinotechgroup.com.cn

SinoTech Group - Fast Facts•  Heritage in software development•  95 employees•  Global reach•  Travel & Hospitality Focused•  Offices in Beijing, Shanghai & Hong Kong sinotechgroup.com.cn

Thank you - Dr Mathew McDougall | @sinotechiansinotechgroup.com.cn | @sinotechgroup sinotechgroup.com.cn

Australian Tourism Export Council - 2010 Meeting Place Presentation

by Dr Matt McDougall

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Australian Tourism Export Council - 2010 Meeting Place Presentation Presentation Transcript

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