3

rd
Network Tourism Festival, Wenzhou China
Nov 2010
Tourism Informationization and
Tourism Network Marketing
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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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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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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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What is this thing called
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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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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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How does social media
impact on Chinese tourism
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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 Chinas total,
Citizens who have made a hotel reservation by
internet amounted to 70.2% of Chinas total,
Citizens who have booked air tickets by internet
accounted for 70.7% of Chinas total,
Citizens who have booked holiday products by
internet amounted to 20.3% of Chinas total
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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
purchase decisions based on
user-generated online info
(compared to only 19% in
U.S.).
Even when not making a
purchase, 89.9% of users still
pay attention to online
comments.
81% check online
comments before
purchasing a
product.
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Online Influence
Over the next 2 years Chinese will be significantly more influenced by online
discussions
Source: Forrester Research
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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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Asians are Online
43%
of all internet users are from Asia
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What can we do to leverage
social media for Tourism
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Use a social media framework
SOCIAL MEDIA ANALYTICS
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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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Social Media Analytics
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Insights, not just data
volume
Word counLs/Lag
cloud
LnLry umellne
Plgh-level Loplcs
venue analysls
lnuence
urlll-down Lo enLrles
!"# %&'()&*('+
2.0
Mlnlng
SenumenL
1oplcs and subLoplcs
volces/paruclpanLs
key lnuenuals
lncldenL-level reporung
CusLom reporung
elemenLs
Puman analysls
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Automatically determine the sentiment
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20
Social Channels
SinoTech Group Confidential
Authors
Who is saying what & where
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Map Overlay
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.
SinoTech Group Confidential
Are people talking about us ?
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Examples for Destinations, Airlines & Hoteliers
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By monitoring and comparing online brand
sentiment, you can benchmark and trend
destinations
For Destinations Brand Sentiment Indexing
Chengdu has
the greatest
online brand
sentiment in
China vs. other
Chinese cities
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You need to evaluate your brand sentiment
For Airlines Dynamic score cards
Airlines can score card
their performance by
measuring online
sentiment
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You need to listen and understand what is
being said.
For Hoteliers Consumer Review Analysis
Hoteliers can
simply and
quickly review
what is being
said about their
property (or
that of their
competitors)
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1. Social Commerce
2. Mobile, more and more
Whats next
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Tell me and Ill forget;
Show me and I may remember;
Involve me and Ill understand.
ANCIENT CHINESE PROVERB
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Thank you -
Dr Mathew McDougall | @sinotechian
sinotechgroup.com.cn | @sinotechgroup