3.1 P: Social Technographics Profile Creators Conversationalists Critics Collectors Joiners Spectators InactivesU.S. online audlts 64% 62% 57% 68% 49% 59%Young Chinese 45% 37% 48% 42%German online 31% 33% 27%users 23% 19% 19% 13% 13% 4% 6% 8% Source: Forrester Research ,2011 • Chinese Young generation are much more active on Social Media. • They prefer to use Microblogs as Conversationalists.
3.2 O: Low awareness and week relationship 100% Total audience 75% No Awareness 80% 25% Not Satisfied ?% Awareness 20% Satisfied Attention Experience Relationship Loyalty
3.2 O: Do you know what they concerns? Needs and Wants Collectors, Spectators Satisfied? Creators, Conversationalists, Critics Prospective students Present students, Alumni, Traveler Education & Exam; Career Languages; Major & Development; Courses; Food; Homesick, Shopping Financial Problems, Culture differences, Life & Safety; Travel tips
3.3 Technology Lufthansas Social Media Metrix Lufthansas Jetsetters Campaign Social Networking Sites (SNS) Sina Blogs Sina Weibo Lufthansa Renren Jetsetters Lufthansa Franch Lufthansa Holland Lufthansa Ireland Opinion Leaders Lufthansa German Lufthansa Lufthansa Jetsetters Italy Overseas Weibo Ambassadors Lufthansa Opinion Russia Formers Lufthansa Switzerland Lufthansa Spain Lufthansa UK Lufthansa Austria
3. Discuss and Recommendation Analysis of correlation coefficient of count between unique visitors, posts, shares of different topics contents. Correlations Vst2-> Com Vst-> Shr **0.888199 0.**8372 0.7135 *0.612 0.5668 0.5385 0.483289 0.1452 0.1521 0.1618 0.1569 0.02675 Study,work Brand exp. Culture Fares Travel exp. Football **. Correlation is significant at the 0.01 level (2-tailed).
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