Inbound Tour Operators Council of New Zealand (ITOC)

Busting Myths, Highlighting Realities and Measuring the Future

Dec 2010

sinotechgroup.com.cn

Common Myths

Isn’t all social media in China censored?

China has a great firewall

Doesn't’t the US dominate the

number of Internet users?

Who is the No.1 Search Engine? Google?


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)


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.

Chinese Inbound Fast Facts


Online Travel in China

•  Estimated Online Travel Booking in 2010 is RMB5.47 Billion ($.75 Billion)

(Data Center of China Internet, 2010)

• The number of citizens taking internet as the main channel to get tourism information accounted for 66.7% of China’s total,

• Citizens who have made a hotel reservation by internet amounted to 70.2% of China’s total,

• Citizens who have booked air tickets by internet accounted for 70.7% of China’s total,

• Citizens who have booked holiday products by internet amounted to 20.3% of China’s total


Does China have a rich ecosystem of social media?


Fast Facts

420 Million Chinese Internet Users

183 Million Qzone Users 40 Million

Xiaonei Users

30 Million kaixin001 Users


QQ

Facebook

Orkut

hi5

Friendster

Wretch

Mixi

Cyworld

Zing

Asia’s dominant social networks


Google

Baidu

Yahoo

Naver

Asia’s range of search engines


71% 22% 7%

Market Share of Search in China

Google who?


So what are all these Chinese doing online?


Chinese netizens are engaged in creating/sharing content

March 2009, Asia Social Technographics – Forrester Research


How are Chinese accessing the Internet?

26th Statistical Report on Internet Development in China (July, 2010)


More cool facts….

26th Statistical Report on Internet Development in China (July, 2010)

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


So with all these Chinese

online… what should I

measure


The evolution from listening to understanding

Volume Word counts/tag cloud Entry 4meline High-‐level topics Venue analysis Influence Drill-‐down to entries

Sen4ment Topics and themes Key influencers Geo -‐ Loca4ons

Bench Marking Scorecards Forecas4ng Predic4ng

v1.0 Monitoring v2.0 Mining v3.0 Analy3cs


What are the things I should measure

•  Analysis of audience feedback for neutral, positive and negative attitudes and emotions (Sentiment)

•  Analysis of keywords that people use to discuss your hotel

•  Analysis of the authors that are influencing the online discussions

•  Analysis of the social media sites being used.

•  Customer reviews •  Location of the media (where

in the world are they talking about you)


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

sinotechgroup.com.cn 19

Social Channels�

SinoTech Group Confidential

Authors�

Who is saying what & where


Map Overlay

The map overlay identifies the location of the media source. The larger the marker, the greater the number of hotel mentions from this location.�

SinoTech Group Confidential

Where are people talking about us ?


You can benchmark and trend to determine where you rank

Brand Sentiment Indexing

Chengdu has the greatest online brand sentiment in China vs. other Chinese cities


You need to evaluate your brand position

Dynamic score cards

Score card can give you a great insight about your performance against your competitors


You need to listen and understand what is being said.

Consumer Review Analysis

Hoteliers can simply and quickly review what is being said about their property (or that of their competitors)


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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SinoTech Group - Fast Facts

•  Heritage in software development

•  95 employees

•  Global reach

•  Travel & Hospitality Focused

•  Offices in Beijing, Shanghai & Hong Kong

Thank you - 谢谢 Dr Mathew McDougall | @sinotechian

sinotechgroup.com.cn | @sinotechgroup


This presentation can be found at: www.slideshare.net/jarrahbear

[email protected]

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Inbound Tour Operators Council of New Zealand (ITOC)