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China and the Internet:
                                                       Nov 2010
Busting Myths, Highlighting Realities and Measuring
                                          the Future
Common Myths
             Doesn t the US dominate the
              number of Internet users?


China has a
great firewall




       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)



                                                            sinotechgroup.com.cn
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)


                                        sinotechgroup.com.cn
Rea
    lly…
 e co s d o e s C
       yste       h
            m of ina hav
                 soci      e
                      al m a rich
                          edia
                               ?




                 sinotechgroup.com.cn
420 Million
              Chinese Internet Users




                                                  30 Million
                                     Fast Facts
                                              kaixin001 Users




183 Million
                               40 Million
Qzone Users                   Xiaonei Users




              sinotechgroup.com.cn
Asia s dominant social networks

QQ

Facebook

Friendster

Wretch

Zing

Orkut

hi5

Mixi

Cyworld


                  sinotechgroup.com.cn
Chinese Social Media Landscape




         sinotechgroup.com.cn
Asia s range of search engines

Google
Baidu
Yahoo
Naver




                  sinotechgroup.com.cn
Market Share of Search in China




                                Google who?



  71%              22%          7%

         sinotechgroup.com.cn
sinotechgroup.com.cn
Online Activities




     sinotechgroup.com.cn
Chinese netizens are engaged in creating/sharing content




               March 2009, Asia Social Technographics – Forrester Research



                             sinotechgroup.com.cn
How are Chinese accessing the Internet?




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



                                                      sinotechgroup.com.cn
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)



                                                          sinotechgroup.com.cn
So with all these
    Chinese
 online… what
    should I
   measure
sinotechgroup.com.cn
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	
  




                                         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)


                            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



                          sinotechgroup.com.cn
Who is saying what & where


            Social Channels                          Authors




                              sinotechgroup.com.cn
SinoTech Group Confidential
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.




                              sinotechgroup.com.cn
SinoTech Group Confidential
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
                      sinotechgroup.com.cn
Dynamic score cards



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




   You need to evaluate your brand position

                          sinotechgroup.com.cn
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.

                         sinotechgroup.com.cn
Is the Myth Confirmed or Busted?




         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.




                      sinotechgroup.com.cn
SinoTech Group - Fast Facts

•    Heritage in software
     development
•    95 employees
•    Global reach
•    Travel & Hospitality
     Focused
•    Offices in Beijing,
     Shanghai & Hong Kong



                       sinotechgroup.com.cn
Thank you -
 Dr Mathew McDougall | @sinotechian


sinotechgroup.com.cn | @sinotechgroup




  sinotechgroup.com.cn

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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 sinotechgroup.com.cn
  • 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) sinotechgroup.com.cn
  • 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) sinotechgroup.com.cn
  • 5. Rea lly… e co s d o e s C yste h m of ina hav soci e al m a rich edia ? sinotechgroup.com.cn
  • 6. 420 Million Chinese Internet Users 30 Million Fast Facts kaixin001 Users 183 Million 40 Million Qzone Users Xiaonei Users sinotechgroup.com.cn
  • 7. Asia s dominant social networks QQ Facebook Friendster Wretch Zing Orkut hi5 Mixi Cyworld sinotechgroup.com.cn
  • 8. Chinese Social Media Landscape sinotechgroup.com.cn
  • 9. Asia s range of search engines Google Baidu Yahoo Naver sinotechgroup.com.cn
  • 10. Market Share of Search in China Google who? 71% 22% 7% sinotechgroup.com.cn
  • 12. Online Activities sinotechgroup.com.cn
  • 13. Chinese netizens are engaged in creating/sharing content March 2009, Asia Social Technographics – Forrester Research sinotechgroup.com.cn
  • 14. How are Chinese accessing the Internet? 26th Statistical Report on Internet Development in China (July, 2010) sinotechgroup.com.cn
  • 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) sinotechgroup.com.cn
  • 16. So with all these Chinese online… what should I measure sinotechgroup.com.cn
  • 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   sinotechgroup.com.cn
  • 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) sinotechgroup.com.cn
  • 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 sinotechgroup.com.cn
  • 20. Who is saying what & where Social Channels Authors sinotechgroup.com.cn 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. sinotechgroup.com.cn 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 sinotechgroup.com.cn
  • 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 sinotechgroup.com.cn
  • 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. sinotechgroup.com.cn
  • 25. Is the Myth Confirmed or Busted? sinotechgroup.com.cn
  • 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. sinotechgroup.com.cn
  • 27. SinoTech Group - Fast Facts •  Heritage in software development •  95 employees •  Global reach •  Travel & Hospitality Focused •  Offices in Beijing, Shanghai & Hong Kong sinotechgroup.com.cn
  • 28. Thank you - Dr Mathew McDougall | @sinotechian sinotechgroup.com.cn | @sinotechgroup sinotechgroup.com.cn