Hawaii Tourism Conference 2013 - Reputation is Everything

REPUTATION IS EVERYTHING

- Especially when engaging Chinese Online -

Dr. Mathew McDougall…

• Founder & CEO – Digital Jungle

• Author – Chinese Social Media Universe

• Blogger – Digital Marketing Inner Circle

• Speaker – Adtech, PATA, SES… many

more

• China - 10+ years experience

living/working

Chinese Internet at a Glance

Get ready for some BIG numbers

Chinese Population – 1, 343, 240, 000

Chinese Internet Users – 591, 000, 000

that’s roughly

(44%)Penetration

There are more internet users

in China than people living in all of

Western Europe

A Changing China

In the Social Media Universe, we have already defined parallel

universes - the Western and Chinese Web.

Where there is Facebook, Twitter, YouTube, etc. in the West

We have, Weibo, WeChat, Youku, etc. in China

The Chinese Internet landscape

450 Million broadband users

25.8% growth in e-commerce

167 Million Simultaneous Users on QQ

460 Million smart phone users

Of mobiles in China are used for internet

(75%)

Chinese internet users to overtake English language users by 2015

Source: UN Broadband Commission

80% of the country’s social media users say they use these sites to

search for information about products and brands

(38%)Of China’s internet users refer to friends’

online comments when making

purchase decisions

China’s social media users

spend an average of 46

minutes every single day

accessing social media sites

With so much social sharing, online reputation maybe an issue

Topics of Interest

Identify key topics

being discussed across

the social sphere

Geographical Distribution

21

City Number of Mentions

Shanghai 3765

Beijing 2950

Guangzhou 2886

Tianjing 1179

Hangzhou 1080

Jinan 877

Listen to where the conversations are occurring

Site Segmentation

China Hawaii Buzz

Example Online Mentions

http://blog.163.com/luoym25903@126/blog/static/139110669201

34177475832/

The beach in Hawaii is great and the sea is clear. People can

enjoy the sunshine and beach here. http://hjfeng163.blog.163.com/blog/static/164669081201342993

659713/

Everyone who has been to Hawaii must have loved the food

and snacks. The most famous snack in Hawaii is taro. There

are more than 150 varieties of Taro, you have to give it a try.

http://196712332.blog.sohu.com/264101971.html

Just came back from Hawaii, I almost lost my mind there, and

brought back the most precious things. http://jingyan.baidu.com/article/22fe7ced6e9f5d3003617f46.html

Hawaii, one of the world's most developed island, has unique

natural scenery, and is famous for the Sun, sea, beach and

beautiful bikinis.

Examples of conversations provide tangible insights

“From within the set of monitored

countries, Hawaii is third most

talked about destination. This

follows China and Australia

respectively. The largest source of

online discussions featuring Hawaii

are within the blog channel which

accounts for 40% of all mentions”.

Digital Jungle – May 2013, Social Voice Report

What travelers value

FIT seek value from trusted brand. Business travelers seek convenience.

Internet and Search

Leisure travelers turn to search engines to plan travel online.

Mobile

FIT increasingly turn on mobile devices to plan and book travel

Destinations

Most leisure travelers begin researching travel online without a specific

destination or mode of travel in mind. FIT are easily influenced by their peers

Key Findings

Reputation Take Aways…

Listen to what people sayTalk to people like they’re

people

Engage people by building relationships

Measure where and what is being said

Reputation Management

@digitaljunglecn

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