2. Common Myths
China has a
great firewall Doesn't t the US dominate the
number of Internet users?
Who is the No.1
Search Engine? Google?
Isn t all social media
in China censored?
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3. Chinese Internet 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)
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4. Chinese Inbound Fast Facts
Between 1999 and 2009 the number of
Chinese visitors coming to New Zealand
grew from just over 20,000 to 102,000 visitor
arrivals.
China surpassed South Korea and Japan in
2008 to become New Zealand's fourth
largest inbound market.
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5. Online Travel in China
â˘âŻ Estimated Online Travel Booking in 2010 is
RMB5.47 Billion ($.75 Billion)
â˘âŻThe number of citizens taking internet as the
main channel to get tourism information
accounted for 66.7% of China s total,
â˘âŻCitizens who have made a hotel reservation by
internet amounted to 70.2% of China s total,
â˘âŻCitizens who have booked air tickets by internet
accounted for 70.7% of China s total,
â˘âŻCitizens who have booked holiday products by
internet amounted to 20.3% of China s total
(Data Center of China Internet, 2010)
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6. Does China have a rich ecosystem of social media?
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7. 420 Million
Chinese Internet Users
30 Million
Fast Facts
kaixin001 Users
183 Million
40 Million
Qzone Users Xiaonei Users
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8. Asia s dominant social networks
QQ
Facebook
Friendster
Wretch
Zing
Orkut
hi5
Mixi
Cyworld
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9. Asia s range of search engines
Google
Baidu
Yahoo
Naver
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10. Market Share of Search in China
Google who?
71% 22% 7%
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11. So what are all these Chinese doing online?
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12. Chinese netizens are engaged in creating/sharing content
March 2009, Asia Social Technographics â Forrester Research
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13. How are Chinese accessing the Internet?
26th Statistical Report on Internet Development in China (July, 2010)
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14. More cool factsâŚ.
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)
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15. So with all these
Chinese
online⌠what
should I
measure
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16. The evolution from listening to understanding
v1.0
 Monitoring
 v2.0
 Mining
 v3.0
 Analy3cs
Â
Volume
Â
Word
 counts/tag
 cloud
 Sen4ment
 Bench
 Marking
Â
Entry
 4meline
 Topics
 and
 themes
 Scorecards
Â
High-Ââlevel
 topics
 Key
 inďŹuencers
 Forecas4ng
Â
Venue
 analysis
 Geo
 -Ââ
 Loca4ons
 Predic4ng
Â
InďŹuence
Â
Â
Drill-Ââdown
 to
 entries
Â
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17. What are the things I should measure
â˘âŻ Analysis of audience feedback
for neutral, positive and
negative attitudes and
emotions (Sentiment)
â˘âŻ Analysis of keywords that
people use to discuss your
hotel
â˘âŻ Analysis of the authors that are
influencing the online
discussions
â˘âŻ Analysis of the social media
sites being used.
â˘âŻ Customer reviews
â˘âŻ Location of the media (where
in the world are they talking
about you)
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18. 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
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19. Who is saying what & where
Social Channels Authors
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SinoTech Group Confidential
20. 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.
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SinoTech Group Confidential
21. 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
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22. Dynamic score cards
Score card can give
you a great insight
about your
performance against
your competitors
You need to evaluate your brand position
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23. 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.
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24. 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.
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25. SinoTech Group - Fast Facts
â˘âŻ Heritage in software
development
â˘âŻ 95 employees
â˘âŻ Global reach
â˘âŻ Travel & Hospitality
Focused
â˘âŻ Offices in Beijing,
Shanghai & Hong Kong
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26. This presentation can be found at:
www.slideshare.net/jarrahbear
Thank you -
Dr Mathew McDougall | @sinotechian
matt@sinotechgroup.com.cn
sinotechgroup.com.cn | @sinotechgroup
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