australian tourism export council - 2010 meeting place presentation
DESCRIPTION
This is the presentation that was delivered by Dr Mathew McDougall to the Australian Tourism Export Council, '2010 Meeting Place' conference.TRANSCRIPT
![Page 1: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/1.jpg)
China and the Internet: Busting Myths, Highlighting Realities and Measuring
the Future
Nov 2010
![Page 2: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/2.jpg)
sinotechgroup.com.cn
Common Myths
China has a great firewall
Doesn’t the US dominate the number of Internet users?
![Page 3: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/3.jpg)
sinotechgroup.com.cn
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)
![Page 4: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/4.jpg)
sinotechgroup.com.cn
Online travel in China is a significant business
• 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
![Page 5: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/5.jpg)
sinotechgroup.com.cn
Really…does China have a rich
ecosystem of social media?
![Page 6: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/6.jpg)
sinotechgroup.com.cn
Fast Facts
420 Million Chinese Internet Users
183 Million Qzone Users 40 Million
Xiaonei Users
30 Million kaixin001 Users
![Page 7: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/7.jpg)
sinotechgroup.com.cn
Orkut
hi5
Friendster
Wretch
Mixi
Cyworld
Zing
Asia’s dominant social networks
![Page 8: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/8.jpg)
sinotechgroup.com.cn
Chinese Social Media Landscape
![Page 9: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/9.jpg)
sinotechgroup.com.cn
Baidu
Yahoo
Naver
Asia’s range of search engines
![Page 10: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/10.jpg)
sinotechgroup.com.cn
71% 22% 7%
Market Share of Search in China
Google who?
![Page 11: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/11.jpg)
sinotechgroup.com.cn
![Page 12: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/12.jpg)
sinotechgroup.com.cn
Online Activities
![Page 13: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/13.jpg)
sinotechgroup.com.cn
Chinese netizens are engaged in creating/sharing content
March 2009, Asia Social Technographics – Forrester Research
![Page 14: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/14.jpg)
sinotechgroup.com.cn
How are Chinese accessing the Internet?
26th Statistical Report on Internet Development in China (July, 2010)
![Page 15: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/15.jpg)
sinotechgroup.com.cn
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
![Page 16: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/16.jpg)
sinotechgroup.com.cn
So with all these Chinese
online… what should I
measure
![Page 17: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/17.jpg)
sinotechgroup.com.cn
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
![Page 18: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/18.jpg)
sinotechgroup.com.cn
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)
![Page 19: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/19.jpg)
sinotechgroup.com.cn
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
![Page 20: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/20.jpg)
sinotechgroup.com.cn 20
Social Channels�
SinoTech Group Confidential
Authors�
Who is saying what & where
![Page 21: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/21.jpg)
sinotechgroup.com.cn
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 ?
![Page 22: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/22.jpg)
sinotechgroup.com.cn
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
![Page 23: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/23.jpg)
sinotechgroup.com.cn
You need to evaluate your brand position
Dynamic score cards
Score card can give you a great insight about your performance against your competitors
![Page 24: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/24.jpg)
sinotechgroup.com.cn
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)
![Page 25: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/25.jpg)
sinotechgroup.com.cn
Is the Myth Confirmed or Busted?
![Page 26: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/26.jpg)
sinotechgroup.com.cn
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.
26
![Page 27: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/27.jpg)
sinotechgroup.com.cn
SinoTech Group - Fast Facts
• Heritage in software development
• 95 employees
• Global reach
• Travel & Hospitality Focused
• Offices in Beijing, Shanghai & Hong Kong
![Page 28: Australian Tourism Export Council - 2010 Meeting Place Presentation](https://reader034.vdocuments.us/reader034/viewer/2022051608/540685108d7f72b90a8b45d8/html5/thumbnails/28.jpg)
Thank you - 谢谢 Dr Mathew McDougall | @sinotechian
sinotechgroup.com.cn | @sinotechgroup
sinotechgroup.com.cn