Dubai in china--Sample Report

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.

Agenda
2
Assessment Matrix
Official Microblog Analysis
Mention Volume
Top Breakdown
Satisfaction of Public Sentiment Focus on Web
KOL Analysis
Voice Exploder

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）

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.

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.
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

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.
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

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

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

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

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.

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

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.

Shopping
19
Netizens are interest in the shopping in that area.

Activity
20
Activity which is held in that area.

News
21
Netizens discussion on some interesting topics and news.

Hotel
22
Netizens feeling and comments about the accommodation in the hotel of that area.

Tour
23
Netizens are interest in the shopping in that area.

Satisfaction
Comparison of Public

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.

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

Tour
27
Some of Dubai‘s sights are very popular.
Dubai
Examples of satisfactory
Examples of Unsatisfactory
London

News
28
The mentioned rapid growth for the Dubai-by-situation guy.
Dubai
London

Shopping
29
The Dubai luxury goods is very satisfactory.
Dubai
London

Hotel
30
Dubai hotel style is very satisfactory.
Dubai
London

Activity
31
Activity which is held in that area.
Dubai
London

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

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

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

Dubai in china--Sample Report

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