Dubai in china--Sample Report

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WeiResearch Social Media Analysis Company in China. Contact ryan.xia@weirearch.com

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Dubai in china--Sample Report

  1. 1. 2013. April Weibo Topic & KOL Analysis: - Dubai - Advanced research and analyze technology help you to do business better, as we know a lot about Chinese on social network.
  2. 2. Agenda 2 Assessment Matrix Official Microblog Analysis Mention Volume Top Breakdown Satisfaction of Public Sentiment Focus on Web KOL Analysis Voice Exploder
  3. 3. Assessment Matrix
  4. 4. Assessment Matrix 4 The assessment quota can be setup dynamically for different public sentiment type, e.g. 10,000 fans added in one month, and active fans are up 60%.The actual effect is 11,500 fans added, but active fans are down to 55%. This result reflects the fans increase is good, and active fans are eligible. Other quota could be: Fans involvement is up to 500, and fans volume value is 300/day. Monitor Assessment Matrix Public Sentiment Type Assessment Level 1 Fans No. & Fans Activity(Microblogs) Excellent:>+20% Good:<+20% Eligible:<+-10% Improve Needed:<-20% Very Poor:<-30% 2 Fans Involvements(Microblogs) 3 Fans Volume Value(Internet) 4 Positive & Negative Emotions(Internet) 5 Focus and Overall Stratifications (Internet) 6 Negative News Handling(Internet)
  5. 5. Official Microblog Analysis
  6. 6. Research Introduction 6 Research Abstract 对两个微博进行比较 Offical Microblogs Analysis Dubai New Vision(@迪拜新视野, DNV) and Dubai Jumeirah Hotel(@迪拜卓美亚帆船 酒店, DJH) are used as samples for research. Generally DJH has more than 10,000 fans, 2 times DNV, and the average reply count of DJH is 5 times DNV, so DJH has greater influences than DNV. From the fans classification point of view, the most relative classifications are life, gourmet, and finance. DJH has 71.5% fans are in these 3 classification, which is much higher than DNV. That means DJH has more fans related to Dubai. In conclusion, Dubai Jumeirah Hotel(@迪拜卓美亚帆船酒店, DJH)‘ has better to escalate Dubai products.
  7. 7. Dubai New Vision Analysis 7 URL:http://weibo.com/3089853412。 Dubai New Vision is verified by Sina, and only has 600+ fans, average replies is 6.0, and biggest fans group are life and gourmet groups, most of fans income are 60K~150K per year, and bachelor degree fans is the majority. Official Microblog Analysis 0.18% 6.75% 28.95% 0.18% 0.00% 0.00% 15.00% 30.00% Ph.D Master Bachelor High Junior Fans Education Average replies: 6.00 Fans classification: Life 26.3% Gourmet13.9% Constellation 12.3% Movie10.2% Female 8.3% Finance 7.6% 16% 66% 14% 4% Income/year less than $10,000 $10,000~$20,000 $20,000~$50,000 more than $50,000
  8. 8. Dubai Jumeirah Hotel (Leading in “Dubai” Subject) 8 URL:http://weibo.com/1863318815 Dubai New Vision is verified by Sina, and has more than 10,000 fans, average replies is 29.60, and biggest fans group are life and gourmet groups, most of fans income are 60K~150K per year, and bachelor degree fans is the majority. Official Microblog Analysis 0.00% 10.81% 32.57% 0.54% 0.14% 0.00% 15.00% 30.00% Ph.D Master Bachelor High Junior Fans Education Average replies: 29.60 Fans classification: Life 42.4% Gourmet 20.2% Constellation12.0% Movie 9.3% Finance 8.9% Character 8.6% 15% 63% 16% 6% Income/year less than $10,000 $10,000~$20,000 $20,000~$50,000 more than $50,000
  9. 9. Mention Volume
  10. 10. Research Introduction 10 Research background, target and Technique Background Technique Microblog is one of the hottest applications over Internet, lot of companies start to leverage this social platform to interchange with customers, and escalate their own brand influences. Abstract the fans wanted and cares based on microblog content analysis, and propagate the ideas to them which is much easier to be accepted. User information are crawled by weiresearch monitor system Target
  11. 11. Mention Volume (Internet) 11 Mention volume change analysis: the influence of local news and activities From the “Dubai” mention volume trends, from Nov 2012 to Jan 2013, Dubai local news,迪拜七大超现 代建筑, this topic discussion was becoming more and more hot in sina weibo, which means the positive local news and activities will can highly improve the mention volumes. The volume had been push up by@普特英语听力网 post content about “酒店球场 ”. 500,000 700,000 900,000 1,100,000 1,300,000 1,500,000 Nov Dec Jan Feb Mar April DubaiMention Volume 1 2
  12. 12. 1 2
  13. 13. Mention Volume on Comparison 13 Mention volume change analysis: the influence of local news and activities As we can see, mention volume of London is higher than Dubai, but it’s declining . The reason for a high mention volume at Nov is新型发动机“佩刀”and London Olympic. 在三月份伦敦奥运会提及量超过50 万。Dubai as a growing up finance and economic center, has a high mention volume at Jan, which is because of the hot discussion about the opening of迪拜七大超现代建筑, and it’s rising.在四月里由于@ 普特英语听力网发布的最高的网球场消息,声量飙升。 Based on the data statistics, the mentions of London is 126 times the Dubai mentions, but the mention volume of London is only 7 times Dubai, so Dubai has more influences than London 500,000 1,500,000 2,500,000 3,500,000 4,500,000 5,500,000 6,500,000 7,500,000 Nov Dec Jan Feb Mar April Dubai LondonMention Volume 1 2 3 4
  14. 14. 1 3 2 4
  15. 15. Topic Breakdown
  16. 16. Research Introduction 16 Research Background, Target and Technique Background Target Technique Microblog is one of the hottest applications over Internet, lot of companies start to leverage this social platform to interchange with customers, and escalate their own brand influences. Abstract the fans wanted and cares based on microblog content analysis, and propagate the ideas to them which is much easier to be accepted. The customer report is generated based on the massive data analysis of microblog. In the keywords cloud, color from dark to light and font from big to small, represent the mentions of different keywords, which is quite straightforward for users.
  17. 17. Public Sentiment Focus 17 For Dubai, netizens are more interested in shopping and tour there. For London, netizens are more interested in some activities there Dubai get more attention on shopping, news and tour than London. Netizen focus:Tour and Shopping 0% 25% 50% Dubai London Tour Shopping News Hotel Activty Mention Share
  18. 18. Related Indices 18 Topic Explanation  Shopping:Netizens are interest in the shopping in that area.  Activity:Activity which is held in that area.  News:Netizens discussion on some interesting topics and news.  Hotel:Netizens feeling and comments about the accommodation in the hotel of that area.  Tour:Tourist spots of that area, and netizens willing and feeling about the tour.
  19. 19. Shopping 19 Netizens are interest in the shopping in that area.
  20. 20. Activity 20 Activity which is held in that area.
  21. 21. News 21 Netizens discussion on some interesting topics and news.
  22. 22. Hotel 22 Netizens feeling and comments about the accommodation in the hotel of that area.
  23. 23. Tour 23 Netizens are interest in the shopping in that area.
  24. 24. Satisfaction Comparison of Public
  25. 25. Satisfaction Comparison Satisfaction matrix The satisfaction matrix is mainly built on the analysis of huge mount of social media data from microblog. The analysis leverages the machine learning technology, and classify different people into different classification based on what they have said in microblog. With more than 5 million sample accounts, it’s quite accurate to classify any person based on their microblog content.
  26. 26. Public Sentiment Focus and Satisfaction 26 For Dubai, netizens are most satisfied by tour, the next is news. For London, netitzens are most satisfied by news, which Mrs. Thatcher plays a very important role For hotels, Dubai hotel satisfaction than London, the peculiar shape of the Burj Al Arab Hotel, the hotel has played an important role. For emotions and Reverse emotional. User satisfaction:Netizens are quite satisfied about tour in Dubai 0% 25% 50% Dubai London Tour News Shopping Hotel ActivitySatisfaction
  27. 27. Tour 27 Some of Dubai‘s sights are very popular. Dubai Examples of satisfactory Examples of Unsatisfactory London Examples of satisfactory Examples of Unsatisfactory
  28. 28. News 28 The mentioned rapid growth for the Dubai-by-situation guy. Dubai Examples of satisfactory Examples of Unsatisfactory London Examples of satisfactory Examples of Unsatisfactory
  29. 29. Shopping 29 The Dubai luxury goods is very satisfactory. Dubai Examples of satisfactory Examples of Unsatisfactory London Examples of satisfactory Examples of Unsatisfactory
  30. 30. Hotel 30 Dubai hotel style is very satisfactory. Dubai Examples of satisfactory Examples of Unsatisfactory London Examples of satisfactory Examples of Unsatisfactory
  31. 31. Activity 31 Activity which is held in that area. Dubai Examples of satisfactory Examples of Unsatisfactory London Examples of satisfactory Examples of Unsatisfactory
  32. 32. Sentiment Focus on Web
  33. 33. Keywords Cloud (Internet) 33 Regional Keywords Cloud Comparison Last 6 Months Dubai is known as a city of dreams, and recently the mention volume increased a lot by the news that a man is expelled from the country because he is too handsome, so the city is also recognized as a place people are handsome and pretty. Also the luxury hotel Burj-al-Arab, police patrol by driving Lamborghini contribute many mentions. No negative news. The London highest mention volume keyword is gold stock price collapse, and people is panic buying gold. Also the lonely silhouette in subway, Mrs.Thatcher and her soft ice scream, London fashion contributes many mentions. No negative news. Shortage of Water Luxury Burjuman Burj-al-Arab Ferris WheelCity of Dreams Lamborghini Handsome Man Fabulous Princes Green Building Dubai Keywords Cloud London Keywords Cloud Subway anish kapoor London Express Marathon Ice Scream Mrs Thatcher British Style London Fasion Gold Stock Price London Eye Guinness World Records VS
  34. 34. KOL Analyze
  35. 35. Key Opinion Leader Analysis 35 Average reply count is one critical and straightforward parameter which used to evaluate the spread scope of one microblog, and it is calculated based on the words analysis. Since the average reply count of Beibaoke Xiaopeng(@背包客小鹏) is less than half of other two's, the reply weight is half of them. The Most Influential KOL Analysis Based on the data analysis, select by the interest, and reply rate. the top 10 most influential accounts are: The Nature Conservancy - Ma Yun(@大自然保护协会-马云), Lang Xianping(@郎咸平), Rui Chenggang(@芮成钢), SheyingER(@摄影ER), Jumei Chen Ou(@聚美陈欧), Yu Minhong(@俞敏洪), Ren Zhiqiang(@任志强. Beibaoke Xiaopeng(@背包客小鹏) and Zhou Chengjian(@周成建). Because some of them are public and heavyweight figures, they are not willing to have any endorsements, we recommand SheyingER(@ 摄影ER), Jumei Chen Ou(@聚美陈欧) and Beibaoke Xiaopeng(@背包客小鹏) who don't have a high rank but still have extensive influences. Sina Weibo Account Fans Count True Fans % Fans Weight Average Reply Count Reply Weight Total Score @摄影ER 36168 45% 0.0005 6435.9 0.001 227.115 @聚美陈欧 2038555 59% 0.0005 5104.8 0.001 255.528 @背包客小鹏 471782 80% 0.001 2158.36 0.0005 200.128
  36. 36. KOL Analysis 36 SheyingER (@摄影ER)has more than 30 thousand fans at Sina Weibo, and average reply count is 6435.4, male fans and female fans are relatively the same number and the fans generation are mainly after 80s. The Most Influential KOL Analysis SheyingER (@摄影ER) http://weibo.com/1779984424 Attention 780 Fans 36196 Weibo 123 Average Reply 6425.40 Fans Classification: Livings47.4% Economics 7.4% Politics 9.4% Male 49% Female 51% Gender Distribution 0.00% 0.63% 32.67% 0.10% 0.00% 0.00% 0.00% 20.00% 40.00% Post 00s Post 90s Post 80s Post 70s Post 60s Post 50s Age Distribution
  37. 37. Thanks

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