Australian Tourism Export Council - 2010 Meeting Place Presentation
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This is the presentation that was delivered by Dr Mathew McDougall to the Australian Tourism Export Council, '2010 Meeting Place' conference.
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Australian Tourism Export Council - 2010 Meeting Place Presentation
- 1. China and the Internet: Nov 2010 Busting Myths, Highlighting Realities and Measuring the Future
- 2. Common Myths Doesn t the US dominate the number of Internet users? China has a great firewall sinotechgroup.com.cn
- 3. 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
- 4. Online travel in China is a significant business • Estimated Online Travel Booking in 2010 is RMB5.47 Billion ($.75 Billion) • 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 (Data Center of China Internet, 2010) sinotechgroup.com.cn
- 5. 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
- 6. 420 Million Chinese Internet Users 30 Million Fast Facts kaixin001 Users 183 Million 40 Million Qzone Users Xiaonei Users sinotechgroup.com.cn
- 7. Asia s dominant social networks QQ Facebook Friendster Wretch Zing Orkut hi5 Mixi Cyworld sinotechgroup.com.cn
- 8. Chinese Social Media Landscape sinotechgroup.com.cn
- 9. Asia s range of search engines Google Baidu Yahoo Naver sinotechgroup.com.cn
- 10. Market Share of Search in China Google who? 71% 22% 7% sinotechgroup.com.cn
- 12. Online Activities sinotechgroup.com.cn
- 13. Chinese netizens are engaged in creating/sharing content March 2009, Asia Social Technographics – Forrester Research sinotechgroup.com.cn
- 14. How are Chinese accessing the Internet? 26th Statistical Report on Internet Development in China (July, 2010) sinotechgroup.com.cn
- 15. 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 million 26th Statistical Report on Internet Development in China (July, 2010) sinotechgroup.com.cn
- 16. So with all these Chinese online… what should I measure sinotechgroup.com.cn
- 17. The evolution from listening to understanding v1.0 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
- 18. 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
- 19. 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
- 20. Who is saying what & where Social Channels Authors sinotechgroup.com.cn SinoTech Group Confidential
- 21. 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.cn SinoTech Group Confidential
- 22. Brand Sentiment Indexing Chengdu has the greatest online brand sentiment in China vs. other Chinese cities You can benchmark and trend to determine where you rank sinotechgroup.com.cn
- 23. Dynamic score cards Score card can give you a great insight about your performance against your competitors You need to evaluate your brand position sinotechgroup.com.cn
- 24. Consumer Review Analysis Hoteliers can simply and quickly review what is being said about their property (or that of their competitors) You need to listen and understand what is being said. sinotechgroup.com.cn
- 25. Is the Myth Confirmed or Busted? sinotechgroup.com.cn
- 26. 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. sinotechgroup.com.cn
- 27. SinoTech Group - Fast Facts • Heritage in software development • 95 employees • Global reach • Travel & Hospitality Focused • Offices in Beijing, Shanghai & Hong Kong sinotechgroup.com.cn
- 28. Thank you - Dr Mathew McDougall | @sinotechian sinotechgroup.com.cn | @sinotechgroup sinotechgroup.com.cn