Australian Tourism Export Council - 2010 Meeting Place Presentation
1. China and the Internet:
Nov 2010
Busting Myths, Highlighting Realities and Measuring
the Future
2. Common Myths
Doesn t the US dominate the
number of Internet users?
China has a
great firewall
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3. 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. Online travel in China is a significant business
• Estimated Online Travel Booking in 2010 is
RMB5.47 Billion ($.75 Billion)
• 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
(Data Center of China Internet, 2010)
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5. Rea
lly…
e co s d o e s C
yste h
m of ina hav
soci e
al m a rich
edia
?
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6. 420 Million
Chinese Internet Users
30 Million
Fast Facts
kaixin001 Users
183 Million
40 Million
Qzone Users Xiaonei Users
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7. Asia s dominant social networks
QQ
Facebook
Friendster
Wretch
Zing
Orkut
hi5
Mixi
Cyworld
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13. Chinese netizens are engaged in creating/sharing content
March 2009, Asia Social Technographics – Forrester Research
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14. How are Chinese accessing the Internet?
26th Statistical Report on Internet Development in China (July, 2010)
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15. More cool facts….
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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16. So with all these
Chinese
online… what
should I
measure
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17. The evolution from listening to understanding
v1.0
Monitoring
v2.0
Mining
v3.0
Analy3cs
Volume
Word
counts/tag
cloud
Sen4ment
Bench
Marking
Entry
4meline
Topics
and
themes
Scorecards
High-‐level
topics
Key
influencers
Forecas4ng
Venue
analysis
Geo
-‐
Loca4ons
Predic4ng
Influence
Drill-‐down
to
entries
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18. 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)
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19. 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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20. Who is saying what & where
Social Channels Authors
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SinoTech Group Confidential
21. 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
22. 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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23. 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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24. 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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25. Is the Myth Confirmed or Busted?
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26. 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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27. SinoTech Group - Fast Facts
• Heritage in software
development
• 95 employees
• Global reach
• Travel & Hospitality
Focused
• Offices in Beijing,
Shanghai & Hong Kong
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28. Thank you -
Dr Mathew McDougall | @sinotechian
sinotechgroup.com.cn | @sinotechgroup
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