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.

1. Tourism Informationization and
Tourism Network Marketing
3rd Network Tourism Festival, Wenzhou China Nov 2010

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
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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
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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
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5. What is this thing called
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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)
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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
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8. How does social media
impact on Chinese tourism
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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)
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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.
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11. Online Influence
Over the next 2 years Chinese will be significantly more influenced by online
discussions
Source: Forrester Research
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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
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13. Asians are Online
43% of all internet users are from Asia
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14. What can we do to leverage
social media for Tourism
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15. Use a social media framework
SOCIAL MEDIA ANALYTICS
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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
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17. Social Media Analytics
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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
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19. Automatically determine the sentiment
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20. Who is saying what & where
Social Channels Authors
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SinoTech Group Confidential 20

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.
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SinoTech Group Confidential

22. Examples for Destinations, Airlines & Hoteliers
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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
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24. For Airlines– Dynamic score cards
Airlines can score card
their performance by
measuring online
sentiment
You need to evaluate your brand sentiment
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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.
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26. What’s next
1. Social Commerce
2. Mobile, more and more
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27. “Tell me and I’ll forget;
Show me and I may remember;
Involve me and I’ll understand.”
ANCIENT CHINESE PROVERB
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28. Thank you -
Dr Mathew McDougall | @sinotechian
sinotechgroup.com.cn | @sinotechgroup
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