2012 iwom watch travel special edition

IWOM WATCH 2012 IWOM Watch Travel Special Edition © 2010 CIC IWOM WATCH

特 2012

IWOM WATCH

网论观察

© 2010 CIC © 2010 CIC

微博与刊

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Special Edition: Travel

IWOM Watch

IWOM WATCH 2012 IWOM Watch Travel Special Edition

IWOM WATCH

2012 IWOM Watch Travel Special Edition

Preface

The rapid development of the industry in China has established ‘travel’ as an import indication of

lifestyle, and as such, one of the hottest topics on mainstream social media. So naturally, social

media is playing an increasingly important role in the way we access travel information and share

experience.

And so, CIC and GroupM Knowledge collaborate once again to develop an industry watch of the

travel category in China. This IWOM Watch will analyze the latest social content to provide a view of

the consumers, culture and community that make up the travel category.

Looking ahead, this special edition of IWOM Watch will form part of a 2012 Travel Whitepaper,

which will be released in the second half of the year. This edition sets the foundation, serving as a

source of reference for brands’ seeking to create effective marketing strategy.

2


A guide to Internet Word of Mouth

* CIC-LKP Model, Defined by Daisy Zhang, 2007 Feb. For more on this definition, see our blogs here (EN) and here (CN)

Participate融 Know识 Listen听

About IWOM watch

Topic E-Culture Communication

Listen to the buzz and find out what’s hot online.

Know the culture and context of the internet community.

Participate in the conversation.

CIC L-K-P FRAMEWORK FOR MAKING SENSE OF THE BUZZ

3

http://www.seeisee.com/sam/2007/03/19/p270

http://www.seeisee.com/index.php/2007/02/15/p254


IWOM WATCH

Table of Contents

1. General Overview

2. People Who Are Into Traveling

3. Hot Topics in the Travel Category

4. Net Culture in the Travel Category

5. Travel e-Community Overview

6. KOLs of the Travel Category

4


IWOM WATCH


Methodology

Research Methodology

• With GroupM Knowledge conducting deep analysis of the online travel category in China, this collaborative

IWOM Watch on the Travel Category gives an overview of the travel market in China, along with a focus on the

various types of travel site, consumers’ online preferences, the culture and the hot topics.

• CIC monitored travelers’ content across China’s social media platforms, with particular attention to travel

related BBS sites and Sina Weibo.

Data Source

• GroupM Knowledge provided macro travel industry data and survey results on consumer’s travel attitudes

(for example, a survey about lifestyle and preferred information channel).

• CIC’s Travel BBS Panel collected a total of 8.9 million messages in 2011; the panel is made up of sites, including

hot travel communities like Ctrip Lvping (驴评网), Tianya (天涯), Go2eu (穷游网), Liba (篱笆论坛),

DoYouHike(磨坊), 8264.com(户外资料网), etc.

• CIC collected 700+ random samples of Sina Weibo accounts tagged with “travel”

5


IWOM WATCH


Data Collection

CIC Travel Panel Buzz Volume Ranking By Site

2,340,521 1,429,884 1,298,508 999,316 930,036 592,590 258,412 219,738 212,373 204,986

118,140 98,910 68,858 58,795 45,718 30,695 26,128 21,356 13,042

8264.com (户外资料网)

Tianya (天涯)

Liba (篱笆)

DoYouHike (磨房)

Go2eu (穷游)

Sohu Travel

Lvping (驴评)

Sina Travel

Tieba (百度贴吧)

Netease Travel

Unit: Post Base: CIC travel panel, 2011

KDS (宽带山)

Lotour (乐途)

Rednet (红网)

Tuniu (途牛)

Lvmama (驴妈妈)

Elong (艺龙)

MangoCity (芒果)

Uzai (悠哉)

Qianlong (千龙)

6


IWOM WATCH


General Overview

7

IWOM WATCH 2012 IWOM Watch Travel Special Edition 8

Source: data from National Tourism Administration, provided by GroupM Knowledge

1.16 1.29

1.44 1.60

0.0

0.5

1.0

1.5

2.0

2008 2009 2010 2011e

Volume Trend of Travel Industry, 2008 - 2011

Trillion RMB

China’s Travel Industry Growth Trend

China’s Travel industry has seen stable growth year on year. This rapid yet sustained, development looks set to continue with the strong momentum of e-travel.


0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Usually, people take annual leave for summer vacation

Taking National and Christmas holidays for trips

Buzz Volume Trend of Travel Category

Unit: Post Base: CIC travel panel, Yr.2011

Source: CIC Photo: http://bbs.liba.com/t_445_6168867_1.htm

Travel Category Buzz Trend

Travel category buzz climbed from July, as people swapped some annual leave for a summer vacation. The buzz peak was reached in October and remained high throughout Q4 thanks to the 7-day-long National Day holiday and Christmas season.

Sample Quotes

『结伴同游』十一月上旬于南斱向戒者海南斱向 // Looking for a travelling companion in November for a trip to Yunnan or Hainan Link

10.16日出发走香格里拉环线，四姑娘山.稻城亚丁.梅里.香格里拉.丽江 // Circle line around Shangri-La. Set off on Oct 16th Link

12.19-12.22香港四日购物休闰游 // 4-day-long Hong Kong leisure and shopping travel during 19th -22nd ,Dec Link

7月山花烂漫，年宝玉则南北穹越攻略&PP // Hiking in Nianyubaoze Snow Mountain in July. Link

http://bbs.liba.com/t_445_6168867_1.htm

http://www.tianya.cn/techforum/content/685/1/163309.shtml


http://bbs.liba.com/topic.php?forumId=33&topicId=6153320&page=1

http://www.doyouhike.net/forum/mountain/12/452672,0,0,0.html


Traveler’s Online Journey

Source: CIC Travel Panel Image Source: http://bbs.go2eu.com

Before Travel In Travel After Travel

Sample Quotes: 求给位推荐个北京-纽约的直航合理价位// I’m looking for a reasonable price to fly from Beijing directly to New York, any suggestions? Link 11月下旬法国巳黎求同游// I want to find travel some companions. Link

德国签证成功, 晒行程计划// My German Visa passed, shai the plan. Link

Sample Quotes: 加勒比海的上穸// Over the Caribbean. Link 在阿根廷的第一天，圣诞节的大餐，阿根廷著名的美酒和牛肉// My first day in Argentina, Christmas dinner, with wine and good beef. Link #新奥尔良游# 早餐，来一份甜甜圈吧。新奥尔良的Cafe de Monde // My breakfast in New Orleans, donuts. Link

Sample Quotes: 罗马详细旅游攻略（交通，住宿，线路，景点，美食,丌断更新中）// A detailed travel experience in Rome, including hotels, transportation, plans, viewpoints, food, updates. Link 奢华蜜月，穷游巳厘—2011年10月巳厘岛最新攻略// My luxurious honeymoon in Bali, in October, 2011,

with attached photos. Link\

Making inquiries and looking for information, like travel plans and tips; booking flights and hotels; finding a travel companion, etc

Sharing your experience and emotions in real-time, with status updates and photos.

Writing reviews, reflecting on your travel experience (攻略) and sharing it with other netizens.

http://bbs.go2eu.com/

http://www.go2eu.com/bbs/viewthread.php?tid=513575&extra=page=2



http://weibo.com/1644873932/xDVTl45s6

http://weibo.com/1644873932/xDLeGtA5o

http://weibo.com/1644873932/xC66btVh9

http://www.go2eu.com/bbs/viewthread.php?tid=237463&extra=page=1&page=1



IWOM WATCH


People Who Are Into Traveling

11


Base: 40,475 respondents Source: GroupM Knowledge, CNRS 2011 [2011.1-2011.6]

Lifestyle Analysis

28.0%

37.4%

38.6%

40.7%

41.6%

41.8%

43.1%

45.8%

47.0%

48.3%

52.6%

58.8%

59.6%

I'd like to watch movies in cinema

I have diversified interests

I spend lots of time in entertainment

I love cooking

I'm interested in arts

I love to travel to places away from inhabited area

Music is important in my life

I'd like to treat guests at home

I have interests in different culture

I'd love to travel abroad

I'd like to travel to different places

I'd like to get touched with nature

I do exercises more than once a week

Attitude Survey of Traveler’s Lifestyle

Sports and cultural activities are very important parts in the traveler’s life. In addition, people who love travel tend to be more energetic, curious and passionate.


Source: CIC

Base: samples of 788 netizens who tagged Travel on Weibo

Weibo Tag Analysis

12.4%

19.5%

27.3%

27.3%

27.9%

33.1%

Sports

Photography

Food

Fashion

Movies

Music

Music, Movies, Fashion, Food, Photography and Sports are hot tags amongst netizens who are also into traveling. That is, the co-mention incidence between travel and these other interests, which can be leveraged as a touching point for marketing activities.

Incidence ranking of Weibo tags co-mentioned with Travel Travel fans sample tag

link link

link link

http://weibo.com/u/1604341202



http://weibo.com/zuofei


http://weibo.com/wym9


http://weibo.com/xingkong001


Base: 40,475 respondents Source: GroupM Knowledge, CNRS 2011 [2011.1-2011.6]

How People Get Exposed to Travel Information

Generally, friends’ recommendation and television are the top two channels for travel information. Besides those, newspapers, magazines and the Internet are also important media for travel consumers.

28.9%

26.9%

14.1%

9.5%

6.2%

0.4%

4.6%

Friends' Recommendation

Television

Newspaper & Magazine

Internet

Outdoor billboard

Radio

Others

Survey on Information Channel of Travel


Top Buzzed Travel Related Media

Source: CIC


Sample quote: 勇敢闯关~一个人的埃及十五天旅行~ ：LONELY PLANET被讣为是旅游埃及的圣经 /// 15 days travel in Egypt: Lonely Planet is considered the travel bible of Egypt. Link

Top Buzzed Travel Related Media by Netizen

According to netizens’ IWOM, professional travel magazines (e.g. Lonely Planet) and specialized travel related TV channels are favored by China’s netizens. In addition to that though, user-generated content like Qiongyou Cityguide (穷游锦囊) also resonates well with netizens.

7,201

1,620

1,243

385

249

173

42

Lonely Planet

《孤独星球》旅行指南

Chinese National Geography

《中国国家地理》

The Travel Channel

旅游卫视

Qiongyou Cityguide

穷游锦囊

Travelling Scope

《旅游天地》杂志

Traveler

《时尚旅游》杂志

Travel+Leisure

《私家地理》/《悦旅》杂志



IWOM WATCH


Hot Topics in the Travel Category

16


Hot Content in the Travel Category

1. Travel journey / Tips

• 厦门景点:鼓浪屿,莲花江头一带园博苑夜景 // Introduction to a scenic sport in Xia Men Link

2. Transportation

3. Accommodation / Hotel

4. Entertainment / Food / Shopping

• 食在厦门:林氏鱼丸值得推荐，鼓浪屿泉州路54号，特别是汤是用那的井水渚的很鲜// Regarding the eating in Xia Men, there’re lots of worthy recommendations Link

5. Others (e.g. Material Preparation)

What

• 北京-马德里直飞往返 6K多，是大便宜么？// Beijing to Madrid, direct: 6,000 RMB return, is that a great deal? Link

• booking上定的酒店，到时候支付的卡必须是现在预定用的卡吗// I booked a room with Booking, do I need to pay using a booking credit? Link

• 网友签证信息、经验汇总(非申根类)// Visa application information and experience sharing. Link

Travel tips and transportation were the most buzzed topics.

http://www.tianya.cn/publicforum/content/travel/1/253804.shtml






Travelers Segmentation (by Travel Categories)

Commonly talk about motivations for travel. It used to be package tours by agencies to popular resorts (e.g. Thailand, Hainan, etc). Now, self-guided touring (自由行) is becoming an increasingly trend in leisure touring.

People with a very clear and specific objective (i.e. shopping) talk about this kind of trip. Shopping destinations like Hong Kong, Japan and some European countries are the most buzzed. So, it’s often associated with overseas purchase (代购)

Including hiking, diving, mountain-climbing and some other outdoor exploration, now adventure travel has grown up rapidly as people focus more on self-fulfillment and the concept of travel becomes more sophisticated.

Honeymoons and post-graduation trips are the most common in the memorable trip category. Given the special meaning of this kind of travel, it’s developed into a particularly important category in the market

Sample quote: 穿越南太平洋新西兰南北岛11日跟团休闲之旅全记录// My leisure travel : package tour in New Zealand. Link

Sample quote: 香港澳门纯美食+购物// My shopping tour in HK and Macao. Link

Sample quote:

记录云南的户外生活：徒步，骑行，自驾// My outdoor life in Yunnan, such as cycling, driving tour. Link

Sample quote: 马尔代夫蜜月游记-Anantara Dhigu 6天4夜自由行// My honeymoon in Maldives. Link

Shopping Trip (购物游) Outdoor Travel (户外) Memorial Trip (纪念游) Leisure Tour (休闲游)

Image Source：Leisure Tour http://goo.gl/HMEQj ； Shopping Tour: http://goo.gl/alAZ9 ; Outdoor Travel: http://goo.gl/WNQ5Y ; Memorial Trip: http://goo.gl/83fyg

Buzz:

5 million

Buzz :

3 million Buzz :

0.2 million

Buzz :

0.1 million

Base: total 8.9 million posts collected in CIC Travel Panel, 2011

Note: buzz volume of business trip is less than 20,000 in CIC Travel Panel

Unit: Post





http://goo.gl/HMEQj

http://goo.gl/alAZ9

http://goo.gl/WNQ5Y

http://goo.gl/83fyg


Shopping Tour Vs. Outdoor Travel

Shopping Tour

Profile

Motivation

Content & Culture

Preview & Sample quotes

• More spiritual

• Explore, exercise, seek new experience

• Most are women • Generally, more men than women

• Show off or “shai” shopping achievements

• Share experience and ‘inner feelings’

Outdoor Travel

• Materialistic • Shopping

纪念我的第一个8000米人生：马纳斯鲁manaslu（8163米）攀登手记 Link // This is to celebrate my first reach to 8000 metres above sea level in Manaslu.

最近的汇率太划算，一起去的团友里又有N个购物狂，买起来根本收不了手。一共扛了9个大包，7个钱包，三块手表还有鞋子什么的回来，J12和

蓝气球都入手了，开心啊！Link // The exchange rate is very good. We just can’t stop shopping. So happy!

http://bbs.8264.com/forum-viewthread-tid-991428-extra--authorid-16711654-page-1.html

http://bbs.55bbs.com/thread-6565352-1-1.html


1

20

Hot Buzzed Travel Destination - Domestic

203,455

143,764

140,050

120,881

120,431

117,482

111,838

58,084

50,162

45,355

Hainan

Tibet

Yunnan

Sichuan

Shanghai

Hong Kong

Beijing

Fujian

Zhejiang

Shandong

Top 10 Buzzed Domestic Destinations


Source: CIC Image Source: http://bbs.liba.com/t_445_6168867_1.htm

Hainan is the most popular spot for domestic honeymoon and leisure

touring. In recent years, shopping tours have become popular in

Hainan due to the duty-free policy.

Quotes:

新婚海南浪漫蜜月之旅-9天8晚深度蜜月，海量图片倾情放送！// 9

days honey moon in Hainan. Many photos! Link

海南离岛免税购物5月试点每人次限购5000元 // Hainan offshore

duty-free policy will begin in May. 5000RMB purchasing cap per capita

Link

Tibet is the favorite destination for hiking and self-driving tours.

Quotes:

甘南寻花，西藏追于－－32天的盛夏漫游 // 32 days hiking in Tibet

Link

西藏阿里（珠峰、冈仁波齐、玛旁雍错、古格王朝等）23日自驾摄影

线路攻略 // 23 days Self-driving journey in Tibet. Link





http://bbs.8264.com/thread-564596-1-1.html


1

21

Hot Buzzed Travel Destination - Overseas


110,828

85,297

75,873

54,587

49,167

41,207

39,995

39,040

38,829

30,049

United States

Thailand

Japan

Italy

Australia

South Korea

France

New Zealand

German

United Kingdom

Top 10 Buzzed Overseas Destination Sample Quotes:

【♥ ♡ 蹭来的蜜月♡ ♥】2011年春节美国西海岸自驾

游（2.3~17） // USA west coast self-driving honey

moon. Link

春节后休闰之旅-老挝，泰国。 // Leisure tour to

Laos and Thailand after CNY. Link

四女一男日本六天全景游,快乐地购物 // 4 girls and 1 boy in

Japan, 6 days shopping tour. Link

Source: CIC Image Source: http://bbs.liba.com/t_445_6168867_1.htm


http://bbs.lotour.com/thread-357509-1-1.html




1

22

Shopping Tour Buzz Trend

Unit: Post Base: CIC travel panel, Jul-Dec, 2011

Source: CIC Image Source: http://goo.gl/LlWef

116,359 107,730

146,024

187,021

146,769

230,178

Jul Aug Sep Oct Nov Dec

Buzz Trends of Luxury Shopping Tour Sample Quotes:

秋巴黎,普罗旺斯,蔚蓝海岸,LV、打折村购物—15日蜜月游 //

15-day honey moon to Paris, Provence; LV and other

discounts in autumn. Link

紧急求助意大利的卡地亚香奈儿迪奥和法国的价格差的多

吗？// Need urgent help! How’s the price of Cartier, Chanel

and Dior in Italy compared with the price in France? Link

Buzz about luxury brand shopping tours reached peak in October and December due to the shopping trips people made during the 7-day National Day holiday and over the Christmas season.

http://goo.gl/LlWef

http://bbs.go2eu.com/viewthread.php?tid=58725&extra=page=6



1

23

Luxury Brands & Shop Destination Mentioned in Shopping Tour

Unit: Post Base: CIC travel panel, Jul-Dec, 2011

1,518

1,052

844

675

584

389

370

209

183

173

Hong Kong

United States

Italy

France

Japan

United Kingdom

S. Korea

Macau

Hainan

Spain

Top Buzzed Shopping Destinations For The Top 10 Luxury Brands

5,130

2,015

2,001

1,646

1,316

1,140

985

810

713

606

Louis Vuitton

Gucci

Chanel

Dior

Prada

Coach

Burberry

Armani

Hermes

Cartier

Top 10 Buzzed Luxury Brands In Shopping Tour

Source: CIC Image Source: http://goo.gl/LlWef

Louis Vuitton is the most talked about luxury brand in relation to shopping tours. While Hong Kong “the shopping heaven” is the most buzzed luxury shopping destination.

http://goo.gl/LlWef


1

24

Hotel Brands Buzz Ranking

966

1,721

2,019

2,166

6,432

Ibis(宜必思)

Westin(威斯汀)

Hilton(希尔顿)

Marriott(万豪)

Sheraton(喜来登)

Luxurious Hotel Brands Buzz Ranking


842

2,066

2,640

3,610

4,911

Hanting(汉庭)

Jinjiang Inns(锦江之星)

Rujia(如家)

Holiday Express(快捷假日)

YHA(国际青年旅舍)

Economic Hotel Brands Buzz Ranking

Source: CIC Image Source: http://goo.gl/1bzGj

In terms of luxurious hotels, Marriott and Hilton are the most buzzed brands. In budget hotels, YHA (国际青旅) is most buzzed due to emerging budget travel trend. People share travel tips and find travelling companions there.

http://goo.gl/1bzGj


Outdoor Equipment Brands Buzz Ranking


Data Source: CIC Image Source: http://goo.gl/QJr8B

3,629

4,633

6,042

8,428

9,608

17,931

25,959

29,859

33,445

36,030

Oakley

Deuter

Nike

Timberland

Mammut (猛犸象)

Clarks

Columbia

Marmot (土拨鼠)

The North Face

Arc `teryx (始祖鸟)

Outdoor Equipment Brands Buzz ranking

The right equipment is essential for activities in the great outdoors, so equipment brands are one of the hottest topics in outdoor communities. Arc`teryx(始祖鸟), The North Face, Marmot(土拨鼠) and Columbia are the most buzzed brands.

http://goo.gl/QJr8B


IWOM WATCH


Net Culture In Travel Category

26


Net Culture: Travel Experience Sharing (攻略分享)

1

我的九月，瑞奥之路之瑞士篇--11日游记及经验// My 11 days in Switzerland and Austria, experience sharing. Link

Structure of Experience Sharing

Source: CIC

电梯/Updating Floor

CIC View

Sharing your travel experience is common behavior upon returning home. Netizens generally share their pre-travel preparations and expenditure. For more complex and detailed sharing, building floor is becoming typical within the travel category, which makes it more convenient to deliver a complete introduction to the most interesting destinations.

Building Floor -

• Pre-travel Preparations (Visa application, air ticket, hotel reservations, travel plan, etc.)

• Destination specific sharing (Photo sharing of viewpoint, restaurant, local transportation, etc.)

• Cost sharing (Detailed cost sharing; air fares, hotel costs and tips about taking advantage of promotions, etc.)



Net Culture: Photographing

Source: CIC

1

Photos of local scenery

妙手穸穸的有声有色布拉格// My colorful Prague square. Link

Self-shooting

马来西亚之 city trip// Travel in Malaysia Link

Photo spoofing

Fly over the sea Link

CIC POV

Photography is one of the most important components of travel related content. The traveler likes to shoot photos that record their experience; increasingly affordable access to better and better equipment, tied to ever more robust social mechanisms for sharing photos, facilitate this behavior. In addition to this, shots of yourself on holiday are becoming an increasingly popular means of self-expression, reflecting your lifestyle and status.


http://www.kaixin001.com/photo/view.php?uid=4190890&pid=573018503&puid=4190890&gid=0&type=album&pos=2&start=0&total=10

http://www.kaixin001.com/photo/view.php?uid=4190890&pid=562879916&puid=4190890&gid=0&type=album&pos=5&start=0&total=12


Net Culture: Net Language / Nick Name

1

Net Language/ Nick Name Group

背包客驴友

穷游

沙发客

求捡/捡人

驴行

牙牙

宿主

驴途

Sample Quotes:

献给驴友---07年8月15日至8月22日巳塞罗纳7日游TIPS// My travel experience in Barcelona, and sharing tips with yours. Link 一漂亮MM求被捡，地点丌限。// A pretty girl is to be picked up Link 在牙牙已经走了一个月了，malaga是最后一站// She stayed in Spain about one month and Malaga was her last destination in Spain. Link

Source: CIC

TNF LP

CIC POV

Nicknames are ever popular in China’s populist net culture and the travel category is no exception. Netizens like to call themselves “驴友 / 新驴” (“Lǘyou / xīn lǘ”, both essentially, “traveler”), couch surfers and their hosts are “沙发客” and ”宿主” (Shāfā kè and sùzhǔ). Also, “背包客” and “穷游” (Bèibāo kè and qióngyóu) relate to budget travel and have become popular nicknames in recent years for travelers using little budget but travelling to lots of destinations. When seeking a travelling companion, netizens usually use “求捡 / 捡人” (Qiú jiǎn/jiǎn rén). Another type of nick name worth noting are those for destinations, such as “牙牙” (Yáyá), which refers to “Spain” - 西班牙 (Xībānyá).

http://www.go2eu.com/bbs/viewthread.php?tid=90564&highlight=%C2%BF%D3%D1




1

30

Net Culture: Couch Surfing (沙发客)

Source: CIC

12.15--16再访巳黎，一个人的巳黎。沙发客。地铁还有美术馆。 // Lonely Paris. Couch surfing, metro and art museum Link

CIC POV: Couch surfing, already prevalent in western countries, is now starting to become popular in China. The key concept is inherently social, based on a culture of mutual support and resource sharing. In this case, accommodation. Couch owners and surfers usually connect via Go2eu and Doudan. It’s considered the best choice of accommodation for those who want to do a lot of travelling on a little budget.

一个重庆沙发客的国际客厅 // A couch surfer in Chongqing Link

杭州沙发长期提供，2012起三年内有效 // Providing couch in Hangzhuo, available in 3 years since 2012. Link

Douban Couch Surfing Group

“沙发客”顾名思义就是“睡别人的沙发”。这是表面的意思，其实不一定是睡沙发，如果主人有空余的房间或床铺，“沙发客”将会睡得很舒适。如果遇到一位更加好客的主人，甚至会带你游览风景名胜，遍尝当地美食。当然，在享受这些的同时，你也要把你家的“沙发”贡献出来作为交换

http://bbs.go2eu.com/viewthread.php?tid=547892

http://bbs.go2eu.com/viewthread.php?tid=299455

http://www.douban.com/group/topic/26533244/

http://www.douban.com/group/shafake/


Net Culture: Live Broadcasting & Seeking for Real-time Help

1

驴友自曝：直播上海—西藏阿里，大北线越野自驾行车游// Live broadcasting our driving tour: from Shanghai to Tibet. Link

Source: CIC

求助啊~淘宝租的D10迚水了，现在人在岛上 // Help! D10 underwater protection shell was leaked. Now I’m on an island. Link

This outdoor live broadcasting was posted on the 12th of August 2011 to Lvmama. It is a record of a driving tour from Shanghai to Tibet, sharing the specific route. This post generated over 40,600 page views and 804 replies. Link

CIC POV

Live broadcasting from your travels is becoming ever more popular. Netizens share their driving or cycling map and travel plan, then update route daily, sharing photos of the scenery, advice about the road condition, the food and the accommodation. It’s also particularly hot on Weibo as netizens are able to quickly and easily share experience via their mobile phone. Looking for real-time help is also common amongst the travel community. Usually, people will receive support and solutions in a short time.

http://bbs.lvmama.com/thread-331633-1-1.html


http://bbs.lvmama.com/thread-331633-1-2.html


IWOM WATCH


Travel e-Community & Site Overview

32


Source: CIC

Travel e-Community Mapping

Tianya

8264.com

DoYouHike

Sohu travel

Go2eu

Liba

Lvping

More posters Less posters

Higher Passion

Lower Passion

Travel e-Community IWOM Buzz Mapping

Note: Bubble size = number of posts. Passion measured by Posting Rate (Num of posts per poster) Axes cross at the average value of posters & passion Base: CIC Travel Panel, 2011

Baidu Tieba

Sina travel

Netease travel

Amongst all travel communities (BBS), Tianya boasted most posters; while netizens on 8264.com had the greatest passion to talk.

http://travel.sohu.com/

http://travel.tianya.cn/


1

34

Hot Post sharing

#老牛的意大利行记#（二）爱城维罗纳的日不夜// My Italian travel notes : Love the day and night in Verona. Link

Forums by Destination Other Media Platforms Link

Source: CIC

Vertical Travel Site: Go2Eu (Qiongyou)

“我们搭乘廉价航空，也选择豪华游轮。我们经常出现在青年旅舍，但也不放过古堡豪宅。穷游是一种态度，价值观和生活方式——旅途永无穷尽”

Summary

Go2Eu is a vertical travel site, founded in 2004 by a Chinese student in Germany. It includes a BBS, destination tips, a weekly magazine (including travel KOL sharing, postcards, special destination editions etc.) and a booking service that incorporates cooperating agencies (e.g. booking.com). In addition, Go2Eu has accounts on different social platforms in order to promote its website. They receive a lot of positive feedback, particularly for the abundance and high quality of experience sharing posts.

Go2Eu segments different forums by travel destinations

Go2Eu also leverage other platforms for broadcast

Sample Quotes of Comments:

还有@穷游网论坛里的内容极其丰富，你自己去看吧 // The content of Go2eu is abundant, just have a look. Link

新版的@穷游网香港锦囊值得重点推介，内有穷游自己绘制的实用地图，港铁线路图，常用出行TIPS，和分门别类的景点推介//The HK tips of Go2eu are practical, including HK map, transportation map, tourist spot introductions, etc. Link

http://www.go2eu.com/bbs/viewthread.php?tid=503056

http://www.go2eu.com/

http://weibo.com/1214811234/xD13yd6FE

http://weibo.com/1655498260/xA0JcducQ


Source: CIC

Online Ticket/Hotel Information Search & Booking Site: Qunar

1

Flight tickets & Hotel Booking Group Buying

Sample Quotes of Comments:

去哪儿网夜销真靠谱，酒店丌错，价格便宜// Qunar hotel booking is reliable. The hotel is good with a low price. Link

去哪儿网，网上订机票又出问题了 // Qunar flight ticket booking system is encountering problems again. Link

Link

Summary

Founded in 2005, Qunar is an online ticket / hotel booking site which aggregates ticket and hotel information from various channels with the aim of providing netizens the best price. Since July of 2011, Qunar has overtaken Ctrip(携程) in terms of Daily Reach, to become the no.1 ticket booking site in China.

Qunar provides low cost domestic & international flight tickets.

Besides, Qunar also has a group buying channel for tickets and hotels.

Qunar provides low cost domestic & overseas hotel booking as well.

http://weibo.com/1846550642/y1n5wmXnW

http://weibo.com/1920526267/y1uTk6c9u

http://www.qunar.com/


1

Positive Comments

元旦照例温泉，就近。驴妈妈旅游网上的价格还是很给力的// My leisure trip of hot spring, the price provided by lvmama is good . Link 驴妈妈的产品丌错的说~// Good products. Link

Link

想在温泉度假村里住一个晚上而已，没有房闱了你就显示订满丌就得了，还写个充足，结果全给我退回来了// I want to order one night, the website shows lots of rooms were available, but actually no room. Link

Negative Comments

Source: CIC

Group Purchase / Commerce Site: Lvmama

Summary

Lvmama, founded in 2008, is a leading B2C group purchase travel site in China. It provides a service to independent travelers, including discount attraction tickets, hotel discounts, short trip discounts and so on. Also, Lvmama has its own BBS forums and Weibo accounts to build engagement with consumers. Lvmama is generally perceived as providing good discounts and a wide variety of travel products. However, the website booking actually caused complaint amongst consumers.

http://weibo.com/2520865377/xDVUmyh4z

http://weibo.com/2392637510/xDVPvrAA4

http://www.lvmama.com/

http://weibo.com/1622002822/xDPTVkL6J


1

Link

Search comments for hotel, attractions, sharing post, Q&A Ranking by comments

Real Time Updates

三亚亚龙湾铂尔曼度假酒店照片 - 酒店与属海滩，距离酒店有点进// The beach of Pullman hotel in the Sanya. Link

Source: CIC

Travel Comment Site: Lvping

Summary

Lvping is a travel comment site, a franchized by Ctrip. It provides a platform for netizens to share comments about, “where to go, what interesting things happen there and which hotel is best”. In addition, it has a Q&A section, organizing netizens’ frequently asked questions by destination or by topic. Furthermore, netizens can share their current status and leave comments on Lvping and other social media platforms (e.g. Sina Weibo) in real-time.

http://www.lvping.com/

http://weibo.com/1803907911/xDdNu5NSr


The Role of Travel e-Community & Site in Traveler’s Online Journey

Source: CIC

Before Travel In Travel After Travel

Vertical Travel Site (e.g. Go2eu) Inquire about travel plans & tips; Seek travel companions Travel Comment Site (e.g. Lvping) Check comments about travel hotspots, hotels and so on Group Purchase / Commerce Site: (e.g. Lvmama) Group purchase travel packages Online Ticket/Hotel Information Search & Booking Site (e.g. Qunar) Book flight tickets and hotels

Vertical Travel Site Seek real-time support; make live broadcasts from outdoor activities Weibo Instant travel journal, complete with photo sharing Jiepang(街旁) Location & trip/offline sharing

Vertical Travel Site Share travel experience , photos & tips Travel Comment Site Post comments on travel hotspots, hotels and so on Weibo Experience and photo sharing


IWOM WATCH


KOLs in the Travel Category

39


Social Network Analysis for Online Travel Community

Source: CIC

Note: • Red dots represent KOL; blue dots

represent active member in the community;

• The line represents conversation represents the conversations between netizens.

• The bigger the dot is, the more posts the netizen generates.

Base: 244,359 posts from 8264.com in Oct.2011.

Case Study of SNA 8264.com

KOLs play an important role in the online travel community, especially the pro-travelers, the grass-roots travel Daren, and some forum admin (aka Banzhu), post very actively and build a sound reputation and position of authority in the community.


Travel Category KOL: Pro-traveller

1

背包客小鹏 Published Books

In Travel Real-time Updating

Q&A

Photo Sharing

【加纳利群岛（七）】这里的于像雪一样// Canary Islands 7: beautiful clouds. Link

Question:西班牙有哪些让人留恋的小镇啊// What are impressive Spanish town? Link Answer:我个人很喜欢南部的龙达，纯白色的小镇// Personally, I like the white town called Ronda. Link

在亚龙湾的喜来登，真是步步惊莲啊！ // Lots of louts in Sheraton. Link

Online Behavior Travel Tour

Source: CIC

Professional Traveler 10 years travel experience Travel columnist 123,288 followers on Sina Weibo Over 23 million visits on Sina Blog

CIC POV

Pro-Traveler is a professional in the travel category. Normally, they’ll have significant influence on social media, publish books, or work as travel columnist. Sharing photos of destinations is their characteristic behavior. In addition, Q&A and real-time, on the spot updates are other two tactics that build interaction with netizens.

Published three books “Pack Europe”, “Over Lotus” and “10 Years Backpacker”

List of 10 years’ travel destinations

http://blog.sina.com.cn/s/blog_55d63c390102dtsr.html

http://weibo.com/1647084070/xC8pBDcUZ

http://weibo.com/1440103481/xC8qWEbU3

http://weibo.com/1440103481/xDXgXvzmp

http://weibo.com/hepai



http://blog.sina.com.cn/hepai


Travel Category KOL: Grass-root Daren

1

Spend 40,000 RMB and travel 18 countries. 44,345 followers on Sina Weibo 16,993 visits on Sina Blog Post on Go2Eu generated 1,322 replies, 299,610 page views Link

谢谢和菜菜为爱走天涯

Publish one book called “走吧，为了爱”(Travel for Love) Link

Published Book

In Travel Real-time Updating

Q&A

Travel Experience Sharing

Online Behavior

Source: CIC

CIC POV

Grass-roots Daren are another kind of travel efluencer, who visits lots of different destinations. Travel experience sharing is their main behavior, with lots of detail, like VISA applications, hotel booking guide, and specific destination tips. In addition, budget travel is a popular behavior amongst Grass-roots Daren and they will share lots of tips about how to get tickets and take advantage of hotel promotions. They will leverage Q&A and in-travel updates to build interaction with netizens.

[攻略游记] 踏出梦想第一步:一个菜鸟的亚洲18国记// My travel dream begins with the 18 Asian countries. Link

Question: 请问二位~~~墨西哥安全吗// Is Mexico safe?. Answer:感觉丌会，到哪个国家都会有风险，凡事尽量小心才是// It’s not that bad, but you need be careful when traveling. Link

在古巳一个海边小镇吃龙虾// I ate lobster on the beach in Cuba. Link

http://weibo.com/everest





http://www.amazon.cn/%E8%B5%B0%E5%90%A7-%E4%B8%BA%E4%BA%86%E7%88%B1-%E8%B0%A2%E8%B0%A2/dp/B0068YWPIW/ref=sr_1_1?ie=UTF8&qid=1324981201&sr=8-1


hhttp://weibo.com/1644873932/xDkop0dzD

http://weibo.com/1644873932/xE2IZ3Igv


Travel Category KOL: Travel Organizer

1

一个人的天空

Source: CIC Image Source: http://bbs.go2eu.com

Online Behavior

Organizing Offline Event Travel Experience Sharing Knowledge Sharing

Banzhu of Go2eu Outdoor Travel, 10+ countries in Europe Posted 89 posts since 2006 on Go2Eu

CIC View

Travel Organizers are popular in the outdoor communities. They typically organize offline events, from skiing to partying. In addition, knowledge sharing about outdoor equipment is another key behavior; choose equipment, share feedback, and sometimes set “home work” (作业贴) They also share travel experience and leverage Q&A to build interaction with other netizens.

[攻略游记] 一个人的海岸线 - 八月 Ibiza // My costal trip in Ibiza in August. Link

自己随性的一个冲动，没成想竟然促成了这次小规模大意义的私聚// Our small group gathering. Link

排汗袜子最好是COOLMAX料的，配合GORE-TEX鞋穹，可排脚汗，冬天可防冻伤// My socks are Coolmax and paired with Gore-Tex. Link

http://bbs.go2eu.com/

http://bbs.go2eu.com/viewthread.php?tid=56047&highlight=+%D2%BB%B8%F6%C8%CB%B5%C4%CC%EC%BF%D5




IWOM WATCH


About GroupM Knowledge

About GroupM China

GroupM is WPP’s consolidated media investment management operation, serving as the parent company to agencies including Maxus, MEC, MediaCom, and Mindshare. GroupM is the global number one media investment management group. GroupM employs more than a thousand people in eight cities across China. With total media billings in excess of USD 4 billion (RECMA: 2010 Definitive), GroupM is China’s top media communications group and the industry’s biggest investor in syndicated and proprietary media research and optimization tool development.

About GroupM Knowledge

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44


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Contact us

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About CIC

CIC is China's leading social business intelligence provider. CIC enables businesses to fully leverage the power of social media and (Internet Word of Mouth) IWOM intelligence across the organization. Since coining the term IWOM in 2004, CIC has pioneered the industry to help companies meet their social media marketing and social business needs by providing customized research, consulting services, syndicated reports, as well as technical solutions and platforms all via an objective, third party perspective. In addition to helping companies leverage social media intelligence for more informed decisions, CIC is monetizing the social business industry in China by creating an integrated social business support system. CIC utilizes its own patent pending technology to capture millions of online conversations and ‘makes sense of the buzz’ by assembling them into easy to understand intelligence and provides interpretation which informs strategic decisions and leads to action. CIC gathers and mines over 100 million naturally occurring consumer comments every month from a range of uniquely Chinese social media platforms including blogs, BBS and social network sites and applies its unique, China-derived methodology and indexes to provide a detailed and comprehensive picture of the social media landscape and its implications for business. CIC has well over 3.8 billion mentions of brands and products from well over 1 billion consumer comments that have been indexed and archived. In early 2012, as China’s leading social business intelligence provider, CIC consented to acquisition by WPP’s Kantar Media, the media research and insight division of Kantar, expanding their social offering across Asia Pacific markets. linkage of media release CIC will continue to provide social business intelligence from an unbiased, third-party perspective, to the world’s leading brands and agencies.

The majority of the pictures and related quotes are from publicly available information.

Copyright Statement

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http://www.seeisee.com/sam/2007/10/29/p381

http://www.ciccorporate.com/index.php?option=com_content&view=article&id=376&Itemid=34&lang=en






http://www.ciccorporate.com/index.php?option=com_content&view=category&layout=blog&id=12&Itemid=36&lang=en














http://www.ciccorporate.com/index.php?option=com_content&view=article&id=801:kantar-media-to-acquire-leading-chinese-social-business-intelligence-agencycic&catid=71:archives-2012&Itemid=172&lang=en









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CIC IWOM watch archive

2012: IWOM watch Compilation 2011 | view 2011: IWOM watch Special Edition: microblog | view 2010: IWOM watch Special Edition: LBS (Location-based service) | view IWOM watch compilations from 2006 to 2010 (part 7) | view IWOM watch compilations from 2006 to 2010 (part 6) | view IWOM watch compilations from 2006 to 2010 (part 5) | view IWOM watch compilations from 2006 to 2010 (part 4) | view IWOM watch compilations from 2006 to 2010 (part 3) | view IWOM watch compilations from 2006 to 2010 (part 2) | view IWOM watch compilations from 2006 to 2010 (part 1) | view

2009 IWOM watch 2nd half year review 2009 | view IWOM watch 1st half year review 2009 | view 2008 IWOM watch 2nd half year review 2008 | view IWOM watch 1st half year review 2008 | view IWOM watch May Special Edition (Sichuan Earthquake) 2008 | view 2007 IWOM watch 2nd half year review 2007 | view IWOM watch 1st half year review 2007 | view 2006 IWOM watch 2nd half year review 2006 | view

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http://www.slideshare.net/CIC_China/iwom-watch-compilation-2011

http://www.slideshare.net/CIC_China/2011-cic

http://www.slideshare.net/CIC_China/iwom-watch-lbscn-finalized

http://www.slideshare.net/CIC_China/cic200620107


http://www.slideshare.net/CIC_China/iwom-watch-2006-2010





http://www.slideshare.net/CIC_China/iwom-watch-2nd-half-year-review-2009

http://www.slideshare.net/CIC_China/cic-iwom-watch-1st-half-year-review-2046419

http://www.slideshare.net/CIC_China/iwom-watch-half-year-review-an-overview-of-chinese-iwom-trends-from-july-to-december-2008-presentation

http://www.slideshare.net/CIC_China/iwom-watch-1st-half-year-review-2008-chinese

http://www.slideshare.net/CIC_China/iwom-watch-may-special-edition-cn

http://www.slideshare.net/CIC_China/iwom-watch-2nd-half-year-review-2007-english

http://www.slideshare.net/CIC_China/iwom-watch-1st-half-year-review-2007-3435217

http://www.slideshare.net/CIC_China/iwom-watch-2nd-half-year-review-2006


Thank you

This report is copyrighted material owned by CIC & GroupM Knowledge. Any

improper use of this document or its content will be considered a violation of CIC &

GroupM Knowledge IP copyright and CIC & GroupM Knowledge has the right to

take legal action.

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