A presentation delivered by Dr. Mathew McDougall at the 2013 Hawaii Tourism Conference, Aha Oihana Hoomakaikai. The presentation revealed the size of the Chinese internet and the impact reputation has on travelers intent to travel to particular destinations.

1. REPUTATION IS EVERYTHING
- Especially when engaging Chinese Online -

2. 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

3. Chinese Internet at a Glance
Get ready for some BIG numbers

4. Chinese Population – 1, 343, 240, 000

5. Chinese Internet Users – 591, 000, 000

6. that’s roughly
(44%)Penetration

7. There are more internet users
in China than people living in all of
Western Europe

8. A Changing China

9. In the Social Media Universe, we have already defined parallel
universes - the Western and Chinese Web.

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

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

12. The Chinese Internet landscape

13. 450 Million broadband users
25.8% growth in e-commerce
167 Million Simultaneous Users on QQ
460 Million smart phone users

14. Of mobiles in China are used for internet
(75%)

15. Chinese internet users to overtake English language users by 2015
Source: UN Broadband Commission

16. 80% of the country’s social media users say they use these sites to
search for information about products and brands

17. (38%)
Of China’s internet users refer to friends’
online comments when making
purchase decisions

18. China’s social media users
spend an average of 46
minutes every single day
accessing social media sites

19. With so much social sharing, online reputation maybe an issue

20. Topics of Interest
Identify key topics
being discussed across
the social sphere

21. 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

22. Site Segmentation
China Hawaii Buzz

23. 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

24. “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

25. 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

26. Reputation Take Aways…
Listen to what people say
Talk to people like they’re
people
Engage people by building
relationships
Measure where and what is
being said
Reputation
Management

27. @digitaljunglecn
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www.digitaljungle.com.cn/blog
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