Using Social Media in the Chinese Online Travel Market


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This Presentation was the keynote for the 3rd Network Tourism Festive, held in Wenzhou China.

China is one of the largest tourism market in the world. Thanks to the increasing in income and public holidays, Chinese now have both money and time to make a trip.

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Using Social Media in the Chinese Online Travel Market

  1. 1. Tourism Informationization and Tourism Network Marketing 3rd Network Tourism Festival, Wenzhou China Nov 2010
  2. 2. Topics •  Fast Facts- SinoTech Group •  What is social media? •  How does social media impact on Chinese tourism •  What can we do to leverage this new medium
  3. 3. SinoTech Group - Fast Facts •  Heritage in software development •  95 employees •  Global reach •  Travel & Hospitality Focused •  Offices in Beijing, Shanghai & Hong Kong •  Founded in April, 2007
  4. 4. SinoTech Group - Fast Facts Without understanding the place for social media in tourism marketing, many in the travel ecosystem will underperform and miss the mainstream consumer shift
  5. 5. What is this thing called
  6. 6. What is social media? Social media combines a wide range of online, word-of-mouth forums including blogs, company sponsored discussion boards and chat rooms, consumer-to-consumer e-mail, consumer product or service ratings websites and forums, Internet discussion boards and forums, and micro-blogs. (Wikipedia)
  7. 7. The characteristics of Social Media •  Open to all •  Conversations & Dialogue •  Relationship Development •  Diverse Voices / Perspectives •  Message Delivery to Stakeholders via: –  Social media press release –  Video news release –  Internet –  Social networking communities / influencers –  Live streaming
  8. 8. How does social media impact on Chinese tourism
  9. 9. Online travel in China is a significant business • Estimated Online Travel Booking in 2010 is RMB5.47 Billion ($.75 Billion) •  he number of citizens taking internet as the T main channel to get tourism information accounted for 66.7% of China’s total, •  itizens who have made a hotel reservation by C internet amounted to 70.2% of China’s total, •  itizens who have booked air tickets by internet C accounted for 70.7% of China’s total, •  itizens who have booked holiday products by C internet amounted to 20.3% of China’s total (Data Center of China Internet, 2010)
  10. 10. And ..user generated content is very influential 56.3% of users said that they “got to know brands” through online channels. 58.7% actually made 81% check online purchase decisions based on comments before purchasing a user-generated online info product. (compared to only 19% in U.S.). Even when not making a purchase, 89.9% of users still pay attention to online comments.
  11. 11. Online Influence Over the next 2 years Chinese will be significantly more influenced by online discussions Source: Forrester Research
  12. 12. Chinese are active online content creators Portion of Internet users who have published blogs, web pages, articles, stories, videos or audio/content on social technologies Source: Forrester Research
  13. 13. Asians are Online 43% of all internet users are from Asia
  14. 14. What can we do to leverage social media for Tourism
  15. 15. Use a social media framework SOCIAL MEDIA ANALYTICS
  16. 16. Take the 6 Baby Steps •  Start to listen to what is being said, where and by whom •  Consider, do we engage, monitor or do nothing •  To engage, think about what you are trying to achieve and in what timeframe? •  Develop your messaging strategy, social media should not be list of random conversations •  Consider your audience and where they reside online •  Measure, refine and optimize
  17. 17. Social Media Analytics
  18. 18. Insights, not just data 1.0 Monitoring  Volume  Word counts/tag  cloud  Sen4ment  Entry 4meline  Topics and subtopics  High‐level topics  2.0  Voices/par4cipants  Venue analysis  Mining  Key influen4als  Influence  Incident‐level repor4ng  Drill‐down to entries  Custom repor4ng  elements  Human analysis
  19. 19. Automatically determine the sentiment
  20. 20. Who is saying what & where Social Channels Authors SinoTech Group Confidential 20
  21. 21. Map Overlay Are people talking about us ? Map Overlay - The map overlay identifies the location of the media source. The larger the marker, the greater the number of results from this location. SinoTech Group Confidential
  22. 22. Examples for Destinations, Airlines & Hoteliers
  23. 23. For Destinations– Brand Sentiment Indexing Chengdu has the greatest online brand sentiment in China vs. other Chinese cities By monitoring and comparing online brand sentiment, you can benchmark and trend destinations
  24. 24. For Airlines– Dynamic score cards Airlines can score card their performance by measuring online sentiment You need to evaluate your brand sentiment
  25. 25. For Hoteliers– 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.
  26. 26. What’s next 1. Social Commerce 2. Mobile, more and more
  27. 27. “Tell me and I’ll forget; Show me and I may remember; Involve me and I’ll understand.” ANCIENT CHINESE PROVERB
  28. 28. Thank you - Dr Mathew McDougall | @sinotechian | @sinotechgroup