Dubai in china--Sample Report

2013. April

Weibo Topic & KOL Analysis:

- Dubai - Advanced research and analyze technology help you to do business better,

as we know a lot about Chinese on social network.

Agenda

2

Assessment Matrix

Official Microblog Analysis

Mention Volume

Top Breakdown

Satisfaction of Public Sentiment Focus on Web

KOL Analysis

Voice Exploder

Assessment Matrix

Assessment Matrix

4

The assessment quota can be setup dynamically for different public sentiment type, e.g. 10,000 fans added in one month, and active fans are up 60%.The actual effect is 11,500 fans added, but active fans are down to 55%. This result reflects the fans increase is good, and active fans are eligible.

Other quota could be: Fans involvement is up to 500, and fans volume value is 300/day.

Monitor Assessment Matrix

Public Sentiment Type Assessment Level

1 Fans No. & Fans Activity（Microblogs）

Excellent：>+20% Good：<+20%

Eligible：<+-10% Improve Needed：<-20%

Very Poor：<-30%

2 Fans Involvements（Microblogs）

3 Fans Volume Value（Internet）

4 Positive & Negative Emotions（Internet）

5 Focus and Overall Stratifications

（Internet）

6 Negative News Handling（Internet）

Research Introduction

6

Research Abstract

对两个微博进行比较

Offical Microblogs Analysis

Dubai New Vision(@迪拜新视野, DNV) and Dubai Jumeirah Hotel(@迪拜卓美亚帆船酒店, DJH) are used as samples for research.

Generally DJH has more than 10,000 fans, 2 times DNV, and the average reply count of DJH is 5 times DNV, so DJH has greater influences than DNV.

From the fans classification point of view, the most relative classifications are life, gourmet, and finance. DJH has 71.5% fans are in these 3 classification, which is much higher than DNV. That means DJH has more fans related to Dubai.

In conclusion, Dubai Jumeirah Hotel(@迪拜卓美亚帆船酒店, DJH)‘ has better to escalate Dubai products.

Dubai New Vision Analysis

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URL：http://weibo.com/3089853412。

Dubai New Vision is verified by Sina, and only has 600+ fans, average replies is 6.0, and biggest fans group are life and gourmet groups, most of fans income are 60K~150K per year, and bachelor degree fans is the majority.


0.18% 6.75%

28.95%

0.18% 0.00% 0.00%

15.00%

30.00%

Ph.D Master Bachelor High Junior

Fans Education

Average replies: 6.00 Fans classification： Life 26.3% Gourmet13.9% Constellation 12.3% Movie10.2% Female 8.3% Finance 7.6%

16%

66%

14% 4% Income/year

less than $10,000

$10,000~$20,000

$20,000~$50,000

more than $50,000

http://weibo.com/3089853412


Dubai Jumeirah Hotel (Leading in “Dubai” Subject)

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URL：http://weibo.com/1863318815

Dubai New Vision is verified by Sina, and has more than 10,000 fans, average replies is 29.60, and biggest fans group are life and gourmet groups, most of fans income are 60K~150K per year, and bachelor degree fans is the majority.


0.00% 10.81%

32.57%

0.54% 0.14% 0.00%

15.00%

30.00%

Ph.D Master Bachelor High Junior

Fans Education

Average replies: 29.60 Fans classification： Life 42.4% Gourmet 20.2% Constellation12.0% Movie 9.3% Finance 8.9% Character 8.6%

15%

63%

16%

6% Income/year

less than $10,000

$10,000~$20,000

$20,000~$50,000

more than $50,000



Mention Volume


10

Research background, target and Technique

Background

Technique

Microblog is one of the hottest applications over Internet, lot of companies start to leverage this social platform to interchange with customers, and escalate their own brand influences.

Abstract the fans wanted and cares based on microblog content analysis, and propagate the ideas to them which is much easier to be accepted.

User information are crawled by weiresearch monitor system

Target

Mention Volume (Internet)

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Mention volume change analysis: the influence of local news and activities

From the “Dubai” mention volume trends, from Nov 2012 to Jan 2013, Dubai local news,迪拜七大超现代建筑, this topic discussion was becoming more and more hot in sina weibo, which means the positive local news and activities will can highly improve the mention volumes. The volume had been push up by@普特英语听力网 post content about “酒店球场 ”.

500,000

700,000

900,000

1,100,000

1,300,000

1,500,000

Nov Dec Jan Feb Mar April

Dubai Mention Volume

1

2

Mention Volume on Comparison

13

Mention volume change analysis: the influence of local news and activities

As we can see, mention volume of London is higher than Dubai, but it’s declining . The reason for a high mention volume at Nov is新型发动机“佩刀”and London Olympic. 在三月份伦敦奥运会提及量超过50万。Dubai as a growing up finance and economic center, has a high mention volume at Jan, which is because of the hot discussion about the opening of迪拜七大超现代建筑, and it’s rising.在四月里由于@普特英语听力网发布的最高的网球场消息，声量飙升。 Based on the data statistics, the mentions of London is 126 times the Dubai mentions, but the mention volume of London is only 7 times Dubai, so Dubai has more influences than London

500,000

1,500,000

2,500,000

3,500,000

4,500,000

5,500,000

6,500,000

7,500,000

Nov Dec Jan Feb Mar April

Dubai LondonMention Volume

1 2

3

4

1

3

2

4

Topic Breakdown


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Research Background, Target and Technique

Background

Target

Technique

Microblog is one of the hottest applications over Internet, lot of companies start to leverage this social platform to interchange with customers, and escalate their own brand influences.

Abstract the fans wanted and cares based on microblog content analysis, and propagate the ideas to them which is much easier to be accepted.

The customer report is generated based on the massive data analysis of microblog. In the keywords cloud, color from dark to light and font from big to small, represent the mentions of different keywords, which is quite straightforward for users.

Public Sentiment Focus

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For Dubai, netizens are more interested in shopping and tour there.

For London, netizens are more interested in some activities there

Dubai get more attention on shopping, news and tour than London.

Netizen focus：Tour and Shopping

0%

25%

50%

Dubai London

Tour Shopping News Hotel ActivtyMention Share

Related Indices

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Topic Explanation

Shopping：Netizens are interest in the shopping in that area.

Activity：Activity which is held in that area.

News：Netizens discussion on some interesting topics and news.

Hotel：Netizens feeling and comments about the accommodation in

the hotel of that area.

Tour：Tourist spots of that area, and netizens willing and feeling about

the tour.

Shopping

19

Netizens are interest in the shopping in that area.

Activity

20

Activity which is held in that area.

News

21

Netizens discussion on some interesting topics and news.

Hotel

22

Netizens feeling and comments about the accommodation in the hotel of that area.

Tour

23

Netizens are interest in the shopping in that area.

Satisfaction Comparison of Public

Satisfaction Comparison Satisfaction matrix

The satisfaction matrix is mainly built on the analysis of huge mount of social media data from microblog. The analysis leverages the machine learning technology, and classify different people into different classification based on what they have said in microblog.

With more than 5 million sample accounts, it’s quite accurate to classify any person based on their microblog content.

Public Sentiment Focus and Satisfaction

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For Dubai, netizens are most satisfied by tour, the next is news.

For London, netitzens are most satisfied by news, which Mrs. Thatcher plays a very important role

For hotels, Dubai hotel satisfaction than London, the peculiar shape of the Burj Al Arab Hotel, the hotel has played an important role. For emotions and Reverse emotional.

User satisfaction：Netizens are quite satisfied about tour in Dubai

0%

25%

50%

Dubai London

Tour News Shopping Hotel ActivitySatisfaction

Tour

27

Some of Dubai‘s sights are very popular.

Dubai Examples of satisfactory

Examples of Unsatisfactory

London Examples of satisfactory


News

28

The mentioned rapid growth for the Dubai-by-situation guy.





Shopping

29

The Dubai luxury goods is very satisfactory.





Hotel

30

Dubai hotel style is very satisfactory.





Activity

31

Activity which is held in that area.





Sentiment Focus on Web

Keywords Cloud (Internet)

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Regional Keywords Cloud Comparison Last 6 Months

Dubai is known as a city of dreams, and recently the mention volume increased a lot by the news that a

man is expelled from the country because he is too handsome, so the city is also recognized as a place

people are handsome and pretty. Also the luxury hotel Burj-al-Arab, police patrol by driving

Lamborghini contribute many mentions. No negative news.

The London highest mention volume keyword is gold stock price collapse, and people is panic buying

gold. Also the lonely silhouette in subway, Mrs.Thatcher and her soft ice scream, London fashion

contributes many mentions. No negative news.

Shortage of Water Luxury

Burjuman

Burj-al-Arab

Ferris Wheel City of Dreams

Lamborghini

Handsome Man

Fabulous Princes

Green Building

Dubai Keywords Cloud London Keywords Cloud

Subway

anish kapoor

London Express

Marathon

Ice Scream

Mrs Thatcher British Style

London Fasion

Gold Stock Price

London Eye

Guinness World Records

VS

KOL Analyze

Key Opinion Leader Analysis

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Average reply count is one critical and straightforward parameter which used to evaluate the spread scope of one microblog, and it is calculated based on the words analysis. Since the average reply count of Beibaoke Xiaopeng(@背包客小鹏) is less than half of other two's, the reply weight is half of them.

The Most Influential KOL Analysis

Based on the data analysis, select by the interest, and reply rate. the top 10 most influential accounts are: The Nature Conservancy - Ma Yun(@大自然保护协会-马云), Lang Xianping(@郎咸平), Rui Chenggang(@芮成钢), SheyingER(@摄影ER), Jumei Chen Ou(@聚美陈欧), Yu Minhong(@俞敏洪), Ren Zhiqiang(@任志强.

Beibaoke Xiaopeng(@背包客小鹏) and Zhou Chengjian(@周成建). Because some of them are public and heavyweight figures, they are not willing to have any endorsements, we recommand SheyingER(@摄影ER), Jumei Chen Ou(@聚美陈欧) and Beibaoke Xiaopeng(@背包客小鹏) who don't have a high rank but still have extensive influences.

Sina Weibo Account

Fans Count True Fans % Fans Weight Average Reply Count

Reply Weight Total Score

@摄影ER 36168 45% 0.0005 6435.9 0.001 227.115

@聚美陈欧 2038555 59% 0.0005 5104.8 0.001 255.528

@背包客小鹏 471782 80% 0.001 2158.36 0.0005 200.128

KOL Analysis

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SheyingER (@摄影ER）has more than 30 thousand fans at Sina Weibo, and average reply count is

6435.4, male fans and female fans are relatively the same number and the fans generation are

mainly after 80s.

The Most Influential KOL Analysis

SheyingER (@摄影ER） http://weibo.com/1779984424 Attention 780 Fans 36196 Weibo 123 Average Reply 6425.40 Fans Classification： Livings47.4% Economics 7.4%

Politics 9.4%

Male

49%

Female

51%

Gender Distribution

0.00% 0.63%

32.67%

0.10% 0.00% 0.00% 0.00%

20.00%

40.00%

Post 00s Post 90s Post 80s Post 70s Post 60s Post 50s

Age Distribution

Thanks

Dubai in china--Sample Report

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