HTA Social Intelligence ReportHawai‘i on the Asia Web
February 2012
February 2012 - Social Media Report
Table of ContentsIntroduction..........................................................................................................................5
Methodology........................................................................................................................6Purpose........................................................................................................................................................................................ 6Data Sources & Reporting Tools.......................................................................................................................................6Comments & Recommendations.......................................................................................................................................6Assessment Method................................................................................................................................................................6Resources / Limitations.......................................................................................................................................................6
China Mainland – Destinations..............................................................................................9Sentiment.................................................................................................................................................................................... 9
Sentiment Timeline............................................................................................................................................................... 9Positive Sentiment Examples..........................................................................................................................................12Negative Sentiment Examples.........................................................................................................................................18Volume of Buzz...................................................................................................................................................................... 20
Daily Volume of Buzz......................................................................................................................................................... 20Comparative Buzz............................................................................................................................................................... 21Geo Segmentation............................................................................................................................................................... 21Top Countries........................................................................................................................................................................ 21
Share of Voice and Site Analysis.....................................................................................................................................22Share of Voice........................................................................................................................................................................ 22Site Analysis........................................................................................................................................................................... 22Authors..................................................................................................................................................................................... 22
China Mainland – Behavior Segment...................................................................................24Sentiment................................................................................................................................................................................. 24Comparative Buzz.................................................................................................................................................................24Share of Voice......................................................................................................................................................................... 24Site Analysis............................................................................................................................................................................ 25
Mainland China – Agents & Suppliers..................................................................................26Sentiment................................................................................................................................................................................. 26Comparative Buzz.................................................................................................................................................................26Share of Voice......................................................................................................................................................................... 26
China Mainland - Observations............................................................................................27
Taiwan – Destinations.........................................................................................................30Sentiment................................................................................................................................................................................. 30
Sentiment Timeline............................................................................................................................................................. 30Comparative Sentiment.................................................................................................................................................... 31Hawaii Brand and Image Sentiment........................................................................................................................... 32
Positive Sentiment Examples..........................................................................................................................................33Negative Sentiment Examples.........................................................................................................................................38Volume of Buzz...................................................................................................................................................................... 39
Daily Volume of Buzz......................................................................................................................................................... 39Comparative Buzz............................................................................................................................................................... 39
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February 2012 - Social Media Report
Geo Segmentation............................................................................................................................................................... 40Top Countries........................................................................................................................................................................ 40
Share of Voice and Site Analysis.....................................................................................................................................41Share of Voice........................................................................................................................................................................ 41Site Analysis........................................................................................................................................................................... 41Authors..................................................................................................................................................................................... 41
Taiwan – Behavior Segment................................................................................................42Sentiment................................................................................................................................................................................. 42Comparative Buzz.................................................................................................................................................................42Share of Voice......................................................................................................................................................................... 42Site Analysis............................................................................................................................................................................ 43
Taiwan – Agents & Suppliers...............................................................................................44Sentiment................................................................................................................................................................................. 44Comparative Buzz.................................................................................................................................................................44Share of Voice......................................................................................................................................................................... 44
Taiwan - Observations.........................................................................................................45
Korea – Destinations...........................................................................................................48Sentiment................................................................................................................................................................................. 48
Sentiment Timeline............................................................................................................................................................. 48Hawaii Brand and Image Sentiment........................................................................................................................... 50
Positive Sentiment Examples..........................................................................................................................................51Negative Sentiment Examples.........................................................................................................................................54Volume of Buzz...................................................................................................................................................................... 55
Daily Volume of Buzz......................................................................................................................................................... 55Comparative Buzz............................................................................................................................................................... 55Geo Segmentation............................................................................................................................................................... 55Top Countries........................................................................................................................................................................ 56
Share of Voice and Site Analysis.....................................................................................................................................57Share of Voice........................................................................................................................................................................ 57Site Analysis........................................................................................................................................................................... 57Authors..................................................................................................................................................................................... 57
Korea – Behaviour Segment................................................................................................58Sentiment................................................................................................................................................................................. 58Comparative Buzz.................................................................................................................................................................58Share of Voice......................................................................................................................................................................... 58Site Analysis............................................................................................................................................................................ 59
Korea – Agents & Suppliers.................................................................................................60Sentiment................................................................................................................................................................................. 60Comparative Buzz.................................................................................................................................................................60Share of Voice......................................................................................................................................................................... 60
Korea – Observations..........................................................................................................61
Japan – Destinations...........................................................................................................64Sentiment................................................................................................................................................................................. 64
Sentiment Timeline............................................................................................................................................................. 64Comparative sentiment..................................................................................................................................................... 65
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February 2012 - Social Media Report
Hawaii Brand and Image Sentiment........................................................................................................................... 66Positive Sentiment Examples..........................................................................................................................................67Negative Sentiment Examples.........................................................................................................................................70Volume of Buzz...................................................................................................................................................................... 73
Daily Volume of Buzz......................................................................................................................................................... 73Comparative Buzz............................................................................................................................................................... 73Geo Segmentation............................................................................................................................................................... 73Top Countries........................................................................................................................................................................ 74
Share of Voice and Site Analysis.....................................................................................................................................75Share of Voice........................................................................................................................................................................ 75Site Analysis........................................................................................................................................................................... 75Authors..................................................................................................................................................................................... 75
Japan – Behaviour Segment.................................................................................................76Sentiment................................................................................................................................................................................. 76Comparative Buzz.................................................................................................................................................................76Share of Voice......................................................................................................................................................................... 76Site Analysis............................................................................................................................................................................ 77
Japan – Agents & Suppliers..................................................................................................78Sentiment................................................................................................................................................................................. 78Comparative Buzz.................................................................................................................................................................78Share of Voice......................................................................................................................................................................... 78
Japan - Observations...........................................................................................................79
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February 2012 - Social Media Report
Introduction
This February 2012 report builds on the research and report
presented in December and January, providing analysis of HTA’s
target profiles and keyword groups on the internet in the four
markets of Mainland China, Taiwan, Japan and Korea. The
sentiment tracking, behavior segmentation and monitoring of
agents and suppliers has continued in reference to the
benchmarks gathered in July. We invite feedback from HTA on
which charts are useful, what other data might add further value,
and which observations and analysis are proving to be helpful.
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February 2012 - Social Media Report
MethodologyPurposeThis report explores the opportunity social media presents to corporations and other entities to discover and analyse social content and to gain deeper insights about brand, products, customers, and the markets in which they operate. This commissioned report is not a complete Enterprise Social Media Assessment, but rather serves to illustrate the level of customer presence and brand engagement that currently exists in social networks for the brand evaluated.
Data Sources & Reporting ToolsAll data and information used within this report was aggregated from online content. The report is built from publicly available data derived from SinoTech Group's SIP:Enterprise ("SIP") social media analytics platform. Elements of the data include: keyword mentions and site segmentation, sentiment analysis, buzz volume, authority analysis, and several other social media analytics criteria.
Comments & RecommendationsThis report uses information mined from a robust representative sample of online content. Our analysis may make certain assumptions and inferences drawn from our review of data gathered using SIP and desktop research.Assessment MethodLeveraging the data from SIP, our report creation uses a 5-step methodology that encompasses assessing various data elements such as a brand’s social media presence, consumer sentiment, competitor representation, and partner ecosystem. In addition to the data being derived from machine based social media analysis, human researchers may discuss the findings and implications as needed to fulfill the requirements for this report.
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February 2012 - Social Media Report
Resources / LimitationsConducting a comprehensive assessment of a brand’s social media presence takes a team of experienced consultants approximately 4 weeks to complete using a combination of machine based social media technology and research/data review. The present study does not represent a full-scale assessment across all online media within the entire Internet, but rather uses a representative sample of online media to serve as an example illustrating various trends and patterns relating to the commissioned area of interest. The SIP technology uses keywords as proxies for finding content relating to target areas of interest, and proprietary algorithms to determine elements such as sentiment and authorship. As with any technology using machine based text analysis, some content may be incorrectly scored or filtered, or scored with a sentiment rating that varies with an individual reader’s subjective viewpoint. In such cases the SIP platform allows the end-user to manually adjust sentiment scoring as may be needed.Understanding the point of view and opinion of a representative sample of netizens is akin to taking a large survey or poll; while one always discounts against the well understood margins for error in taking such measurements, key patterns, trends and information surfaces that can be useful and predictive.
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February 2012 - Social Media Report
China Mainland
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February 2012 - Social Media Report
9
February 2012 - Social Media Report
China Mainland – DestinationsSentiment
Sentiment TimelineFebruary
JanuarySentiments about Hawaii made on the Chinese social media are positive and stable throughout the month.
10
February 2012 - Social Media Report
Positive Ratio
Negative Ratio
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February 2012 - Social Media Report
Hawaii Brand and Image Sentiment
Despite its high positive sentiment ratio (87.5%), Hawaii has the seventh highest positive sentiment ratio. It is higher than Japan, Guam and China and lower than Hong Kong, Saipan, Australia, Korea, Saipan and Europe.
In February, Japan’s Negative sentiment ratio is the highest, followed by China as a close second and Guam third. Hawaii’s negative sentiments account for almost 8.7% of the Chinese mentions this month.Sentiment for Hawaii alone is mainly positive with a few “very positive”. The amount of negative sentiment remains stable.
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February 2012 - Social Media Report
Positive Sentiment Examples10/2
This is the Haleakala National Park in Hawaii. The cloud is surrounding the ancient Lava stone and it’s such unique scenery. I’m so happy to have come across this beautiful place.
http://weibo.com/verynewtravel?key_word=%E5%9B%BD%E5%AE%B6%E5%85%AC%E5%9B%AD%20%E5%A4%8F%E5%A8%81%E5%A4%B7&is_search=1
20/2
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February 2012 - Social Media Report
A: The climate makes Hawaii so colorful.B: The colors in Hawaii are gorgeous.http://bbs.liba.com/t_33_6970418_76.htm#445130907
16/2
The sky ladder in Oahu, Hawaii is beautiful and fantastic.
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February 2012 - Social Media Report
http://zhan.renren.com/mafengwo?gid=3602888497999796926&from=sina
10/2
Pali in Oahu Island is famous for it’s strong wind. When your ears hear the wind passing by, with the breath-taking beautiful scenery in your eyes, you will understand why it’s the best place to see Oahu.
http://t.qq.com/search/index.php?k=%E5%A4%8F%E5%A8%81%E5%A4%B7&label=8&uname=luyou580&pos=216
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February 2012 - Social Media Report
10/2
You can see well-designed parks everywhere in Hawaii. Lawns, trees and flowers, making people feel comfortable here. People sit on the lawn, chatting with each other and living a happy life there.
http://t.qq.com/search/index.php?k=%E5%A4%8F%E5%A8%81%E5%A4%B740&label=8&uname=zhouxiaoxi0627&pos=216
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February 2012 - Social Media Report
20/2
Hawaii is a beautiful place. It’s great for a beach holiday.
http://weibo.com/u/2612262210?key_word=%E5%A4%8F%E5%A8%81%E5%A4%B7&is_search=1
5/2
I can’t even find a word to describe the beauty of Hawaii. I want to travel to Hawaii every year.
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February 2012 - Social Media Report
http://weibo.com/u/1780047685?key_word=%E5%A4%8F%E5%A8%81%E5%A4%B7%20%E5%BD%A2%E5%AE%B9&is_search=1
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February 2012 - Social Media Report
Negative Sentiment Examples
20/2
Hawaii, Hawaii! It gets me very excited, but it’s too expensive.
http://weibo.com/yinglin0331?key_word=%E5%A4%8F%E5%A8%81%E5%A4%B7&is_search=1
20/2
After doing some research, I found the visa to go to America is so complicated to get. I’m giving up travelling to Hawaii without a doubt.http://weibo.com/annailoveyou?key_word=%E5%A4%8F%E5%A8%81%E5%A4%B7&is_search=1
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February 2012 - Social Media Report
16/2
Hawaii is very expensive. Only wealthy people can go there. It’s not affordable.http://weibo.com/makicici?key_word=%E5%A4%8F%E5%A8%81%E5%A4%B7%20%E6%B6%88%E8%B4%B9&is_search=1
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February 2012 - Social Media Report
Volume of BuzzDaily Volume of Buzz
Reasons for Peaks:10th February mentions increase: Very expensive property on sale in Hawaii, for $150 milliion.http://luxury.ce.cn/html/2012/hzbs_0210/42252.html,http://www.china-designer.com/news2/Get/hangyejd/120108813.htm
15th February: Policy was passed making it easier for Chinese to get visas for USA, tour agencies were interviewed and the news reports started to circulate on the potential results of this, possibly 30% increase in Chinese travelers to Hawaii next year:http://news.hexun.com/2012-02-15/138261463.htmlhttp://edu.ifeng.com/gundong/detail_2012_02/15/12514682_0.shtmlhttp://www.people.com.cn/h/2012/0215/c25408-3007261249.html
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February 2012 - Social Media Report
Comparative Buzz
This month, Hawaii has the highest amount of mentions, followed by Hong Kong as a close second and Korea third. Thailand and Japan have the lowest amount of data.
Geo Segmentation
Top Countries
We can see that China has the most mentions with the US as a distant second.
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February 2012 - Social Media Report
Share of Voice and Site AnalysisShare of Voice
Most mentions are coming from portal sites and forums as a close second. Blogs and video/photo sharing also have a fair amount of mentions.
Site Analysis
The site that contains the most comments concerning Hawaii is news.foryoo.cn followed by chinasspp.com.
Authors
社区网友 was the blogger with the most comments about Hawaii, mostly writing on BTV blog page. Although most comments were neutral some talked about the governor of Hawaii giving chocolates to Chinese President hopeful Xi Jin Ping: http://t.btv.com.cn/_M83225423?sid=0.
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February 2012 - Social Media Report
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February 2012 - Social Media Report
China Mainland – Behavior SegmentSentiment
The behavior sentiment is positive and stable during the whole month. The multiple dips occurring during the month for cuisine seekers and romance seekers are representative of a low amount of data for those days.Comparative Buzz
Golf has got the most attention this month, although all behavior segments are almost equal in number.Share of Voice
Most comments mentioning behavior segments come from portals and review sites, followed by forums and blogs.
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February 2012 - Social Media Report
Site Analysis
Fenanr.com has the most mentions concerning behavior segments in Hawaii followed by cncn.com and Marriott.com.cn.
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February 2012 - Social Media Report
Mainland China – Agents & SuppliersSentiment
The sentiment is positive and stable throughout the whole month. The dips for Yododo, Lvping and eLong are not representative of a trend but rather of a low amount of data for those days.Comparative Buzz
This month, Lvmama has the most comments followed by Tuniu and eLong. Yododo is last in February.Share of Voice
Most mentions come from review sites, followed by portals and forums. There is no data coming from Wiki’s and very little data from social networks.
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February 2012 - Social Media Report
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February 2012 - Social Media Report
China Mainland - Observations
Hawaii is a positive brand in China during February. Positive sentiment addressed Haleakala National Park, the sky ladder and strong winds of Pali on Oahu and the exotic flower filled parks.Negative sentiment addressed the high cost of travelling to Hawaii and the complex process of getting a visa to the USA.
Behavior Segment:The most blogged about behavior segment was culture,Blogger xingfucun (幸福村人) received over 121,000 visits for her photograph-heavy blog on people watching in Hawaii:http://blog.sina.com.cn/s/blog_537ee5d4010128z9.htmlBlogger Gezi 鸽子 who has been visited over 6 million times for past blogs, talks about renting cars in Hawaii:http://blog.sina.com.cn/s/blog_45fc46720102dvow.htmlThere are over 2 million visitors to Youyou Sifang’s(悠游四方) blogs, this one is about beaches, scenery, people and designer shops:http://blog.sina.com.cn/s/blog_613d82690102dtl1.htmlAnd minichen received over 200 visits to her photographic blog on culture, wildlife, volcano crater helicopter rides, sunsets and fauna:http://blog.sina.com.cn/s/blog_642ae2c70100ys23.htmlA recent survey carried out by Ctrip found that Hawaii is one of the most praised destinations amongst Chinese travelers:
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February 2012 - Social Media Report
http://news.sohu.com/20120115/n332210523.shtml
Popular topics in online News:Nick Vujicic’s honeymoon in Hawaii was the topic of news sites:http://roll.sohu.com/20120220/n335209242.shtmlhttp://www.anhui.cc/news/20120227/331760.shtmlhttp://news.21cn.com/hot/int/2012/02/20/10857583.shtmlhttp://news.ifeng.com/society/4/detail_2012_02/20/12623553_0.shtml
As was Scarlett Johansson’s holiday in Hawaii:http://ent.ifeng.com/photo/hot/detail_2012_02/12/12453080_0.shtmlhttp://ent.cn.yahoo.com/ypen/20120216/867567.html
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February 2012 - Social Media Report
Taiwan
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February 2012 - Social Media Report
Taiwan – DestinationsSentiment
Sentiment TimelineFebruary
JanuaryThe sentiments about Hawaii made on the Taiwan social media are positive and stable throughout the month, with more positive peaks than last month.
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February 2012 - Social Media Report
Comparative SentimentPositive Ratio
Negative Ratio
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February 2012 - Social Media Report
Hawaii Brand and Image Sentiment
Neutral sentiments are relatively high this month, making up about 40% of results.Negative sentiment however is minimal, and very positive sentiment is on the rise.Hawaii has an average positive sentiment ratio (52%) and is sixth behind Thailand, Saipan, Hong Kong, Guam and China. Hawaii has also the seventh lowest negative sentiment ratio (8%) but still more than Europe, Guam and Japan.
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February 2012 - Social Media Report
Positive Sentiment Examples
15/2
Large numbers of people in Hawaii gives the impression of sunshine, beaches, bikinis, and a good choice for honeymoon. The most famous scenic resorts such as Honolulu, Pearl Harbor, and Waikiki beach are on Oahu Island. However, Shannon is tired of the crowds so we decided to spend the ten-day holiday on the big island.http://www.wretch.cc/blog/Mickyli/21145876
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February 2012 - Social Media Report
26/2The sea, the beach and the sunlight are the most enjoyable aspects of Hawaii. What a wonderful day it is today!
http://chinii.pixnet.net/blog/post/27556430-%3C%E5%9B%8D%3E2010-%E6%88%91%E5%80%91%E7%B5%90%E5%A9%9A%E4%BA%86%E4%B9%8B%E8%9C%9C%E6%9C%88%E6%97%85%E8%A1%8C%28%E4%BE%86%E5%8E%BB%E5%A4%8F%E5%A8%81%E5%A4%B7%2B%E6%9D%B1
13/2
The beautiful scenery of Hawaii can be captured from any angle at any time.http://niu13.pixnet.net/blog/post/36295576-%5B%E6%97%85%E9%81%8A%5D-%E2%99%A5-%E5%A4%8F
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February 2012 - Social Media Report
%E5%A8%81%E5%A4%B7-%E2%99%A5-%E6%AD%90%E8%83%A1%E5%B3%B6-oahu-island-%EF%BC%8D%E3%80%8E%E6%97%A9
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February 2012 - Social Media Report
8/2
Oahu Island in Hawaii attracts the most Japanese tourists. It’s also great for shopping.If you visit Hawaii for the first time, you’d better go shopping in Ala Maona, which is the second biggest outdoor shopping mall.http://hakunamatata123.pixnet.net/blog/post/42148031-%E3%80%902012%E9%A3%9B%E5%8E%BB%E6%97%85%E8%A1%8C%E3%80%91%E5%A4%AA%E5%A5%BD%E8%B2%B7%E3%80%82%E5%A4%8F%E5%A8%81%E5%A4%B7%E5%A4%B1%E5%BF%83%E7%98%8B%E6%88%B0%E5%88%A9
18/2
The Hawaiian Islands in the Pacific have abundant rainfall. As it often showers we frequently see the rainbows, this is why Hawaii is called the "Rainbow state”
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February 2012 - Social Media Report
http://clarenc21.pixnet.net/blog/post/16340125-%E3%80%8C%E5%8F%AF%E6%84%9B%E5%B3%B6%E3%80%8D%E5%A5%87%E6%99%AF-%E6%9C%88%E4%BA%AE%E9%AB%98%E6%8E%9B%E6%9C%89%E5%BD%A9%E8%99%B926/2
Wish everybody lucky! Last week I visited the downtown and suburban Hawaii, so I’d like to share some of the scenery with you.
http://tw.myblog.yahoo.com/jw!FAn3SFOBGRlRxkaXIdwS/article?mid=9842
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February 2012 - Social Media Report
Negative Sentiment Examples
24/2
The Puna area of Hawaii Island was rocked by a mysterious explosion.
http://tw.myblog.yahoo.com/transfinite-universe/article?mid=6926
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February 2012 - Social Media Report
Volume of BuzzDaily Volume of Buzz
The peak on 3rd February was due to various different mentions, although there were numerous articles about military news of the arrival in Hawaii (and Guam) of military units:http://hojames.posterous.com/97811363http://big5.china.com/gate/big5/cbdh.blog.china.com/201202/9321091.htmlhttp://big5.china.com/gate/big5/bbs123.blog.china.com/201202/9323878.html
Other peaks were the result of above average numbers of blogs written on that day.
Comparative Buzz
Thailand has the most mentions this month followed by Hong Kong and Guam. Saipan has the least. Hawaii is eighth.
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February 2012 - Social Media Report
Geo Segmentation
Top Countries
Mentions about Hawaii mostly come from Taiwan followed by China and the US.
42
February 2012 - Social Media Report
Share of Voice and Site AnalysisShare of Voice
The mentions are essentially coming from portals and blogs. There are also a few mentions coming from forums, review sites and social networks.
Site Analysis
Most mentions come from news.sina.com.tw followed by big5.xinhuanet.com and big.ifeng.com.
Authors
Authors’ comments this month were more neutral than positive or negative.
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February 2012 - Social Media Report
Taiwan – Behavior SegmentSentiment
Although all behavior segments were addressed in mentions, as outlined in the conclusion, cuisine and romance were the most relevant to Hawaii and Taiwan.
Comparative Buzz
All behavior segments mentions were approx. the same numbers.Share of Voice
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February 2012 - Social Media Report
Most comments come from blogs and forums. Wikis, portals and video/photo sharing websites also had a few mentions.Site Analysis
Most comments come from 1stwise.com followed by myip.cn.
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February 2012 - Social Media Report
Taiwan – Agents & SuppliersSentiment
Mentions for the tour operators were equally varied
Comparative Buzz
Lion Travel has the most mentions, followed by EZ Travel.Share of Voice
Except for a very small amount of comments that are coming from blogs, all the mentions are coming from portal sites, this month.
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February 2012 - Social Media Report
Taiwan - ObservationsHawaii is a positive brand in Taiwan in February.Romance was prominent in February’s blog from Taiwan. Micky Li wrote a blog about her romantic trip to the big island of Hawaii. She has written a series of articles to record the romantic travelling. This blog was read 110 times. Her blog was read 156,545 times in total.http://www.wretch.cc/blog/Mickyli/21145876Anna’s blog about her honeymoon to Hawaii was read 15 times and her site visited 31,702 times in total.http://chinii.pixnet.net/blog/post/27556430-%3C%E5%9B%8D%3E2010-%E6%88%91%E5%80%91%E7%B5%90%E5%A9%9A%E4%BA%86%E4%B9%8B%E8%9C%9C%E6%9C%88%E6%97%85%E8%A1%8C%28%E4%BE%86%E5%8E%BB%E5%A4%8F%E5%A8%81%E5%A4%B7%2B%E6%9D%B1
Sylvia’s blog about the goods she bought in Hawaii was read 302 times and her blogs read 58,586 times in total.http://hakunamatata123.pixnet.net/blog/post/42148031-%E3%80%902012%E9%A3%9B%E5%8E%BB%E6%97%85%E8%A1%8C%E3%80%91%E5%A4%AA%E5%A5%BD%E8%B2%B7%E3%80%82%E5%A4%8F%E5%A8%81%E5%A4%B7%E5%A4%B1%E5%BF%83%E7%98%8B%E6%88%B0%E5%88%A9
Popular news about Hawaii in Taiwan included: A message in a bottle from Hawaii drifted for six years and
finally arrived at Orchid Island of Taiwan.http://dailynews.sina.com/bg/tw/twpolitics/chinanews/20120226/23463182488.htmhttp://news.chinatimes.com/domestic/130506/132012022600857.htmlhttp://www.ettoday.net/news/20120227/27787.htm
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February 2012 - Social Media Report
Hawaii Association of Singing and Dancing celebrates the Chinese New Year with ballroom dancing.
http://dailynews.sina.com/bg/news/usa/uslocal/singtao/20120205/09273118800.html http://www.ntdtv.com/xtr/gb/2012/02/12/atext658270.html.-%E5%A4%8F%E5%A8%81%E5%A4%B7%E5%8D%8E%E4%BA%BA%E8%81%94%E8%B0%8A%E4%BC%9A%E8%BD%BD%E6%AD%8C%E8%BD%BD%E8%88%9E%E5%BA%86%E9%BE%99%E5%B9%B4.html
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February 2012 - Social Media Report
Korea
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February 2012 - Social Media Report
Korea – DestinationsSentiment
Sentiment TimelineFebruary
JanuaryThe sentiments about Hawaii made on Korean online media are positive and stable throughout the month.
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February 2012 - Social Media Report
Positive Ratio
Negative Ratio
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February 2012 - Social Media Report
Hawaii Brand and Image Sentiment
Hawaii has the second highest positive sentiment ratio (57%) behind Europe. Its negative sentiment ratio, however, is sixth this month, on a level with Australia’s (that is fifth) with 16,5%.The ratio graphs measure relative proportions to base volumes of content that differ for each destination.The brand and image sentiment for Hawaii shows very negative sentiments are minimal, but the neutral and negative sentiments are noticeable. There are a lot of somewhat positive mentions and a relatively high amount of very positive mentions.
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February 2012 - Social Media Report
Positive Sentiment Examples
10/2
Hawaiians say “Aloha” instead of Hello and “Mahalo” instead of thank you. The most impressive part of Hawaiians is their friendly greetings like the pure sky, sea and shining sun. The friendly greetings from Hawaiians made us feel lively and brought and created a great impression of Hawaii. The weather is warm and the nature scene made the view so wonderful, affecting the characteristics of Hawaiians. http://thanksgod31.blog.me/80152652622
23/2
I Have Arrived in Oahu and checked-in really excited. Oahu Island has a different feeling with Maui Island. Especially Waikiki, the beach looks like a combination of city and sea. It is really like a dream world. Can’t put this view into words. http://blog.naver.com/xxlovesun?Redirect=Log&logNo=40152777925
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February 2012 - Social Media Report
Next station is Kahala, a premium residential area. It is the richest area in Hawaii, owned by the rich with villas. It is famous for the beautiful villas, especially popular among Hollywood stars and European rich men.It is located near the sea and all the villas like a painting have wonderful views.It’s impossible for me to have this kind of villa, but it’s still my dream.http://blog.naver.com/xxlovesun?Redirect=Log&logNo=40152803118
This is the first place I went to Zippy’s.The environment makes people feel relaxed and the taste was really good.
http://jhy0926.blog.me/40152779174
5/2
Travelling to Hawaii is really complicated when we planned it.Like Maui Island, Oahu Island, etc. There are too many famous places that if I wanted to travel to, would take a lot of time.
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February 2012 - Social Media Report
But, during Hawaii travelling, I would like to recommend Kualoa Ranch as one of your destinations because you can feel the original nature of Hawaii.http://blog.hanatour.com/140151255626
22/2
Deciding the honeymoon destination in Hawaii is hard. The memories in Hawaii on my honeymoon were unforgettable.If you are preparing a honeymoon to Hawaii, you will never regret it.http://blog.naver.com/yuree1020?Redirect=Log&logNo=130132062069
Sweet and slightly bitter taste of toast. You can enjoy the delicious toast with the syrup so that it has wonderful taste.WOW! Omelette! It is like Hawaiian’s most famous food. The taste is really, really wonderful.
http://www.cyworld.com/hee01312/6206422
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February 2012 - Social Media Report
Negative Sentiment Examples
The last station to say goodbye to Maui Island was Mama’s Fish House. I stop off here whenever I visit before going to the airport. Whenever I come, the taste and view leave me 200% satisfied although the speed of service is really slow.http://blog.naver.com/alohayang?Redirect=Log&logNo=80152857466
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February 2012 - Social Media Report
Volume of BuzzDaily Volume of Buzz
Mentions of Hawaii in Korea are steady, with blogs, travel reviews and news found throughout February.
Comparative Buzz
Saipan Travel has the highest amount of buzz this month, followed by Hawaii travel as a close second. The destination with the lowest amount of buzz is Europe.
Geo Segmentation
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February 2012 - Social Media Report
Top Countries
Korea contains the most mentions about Hawaii as expected, with the Korean speakers in US as a distant second.
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February 2012 - Social Media Report
Share of Voice and Site AnalysisShare of Voice
Most mentions are coming from blogs, followed by review sites and forums.
Site Analysis
Popular blogging site blog.naver contains the most mentions concerning Hawaii, followed, as usual, by the blog.daum.
Authors
Kimchi39 is the blogger with the most mentions of Hawaii this month, e.g.:
http://www.kimchi39.com/tag/%EB%A7%88%EC%9A%B0%EC %9D%B4%EC%9D%BC%EC%A0%95
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February 2012 - Social Media Report
http://www.kimchi39.com/tag/%EB%A7%88%EC%9A%B0%EC%9D%B4%EC%97%AC%ED%96%89%EC%9D%BC%EC%A0%95
Korea – Behaviour SegmentSentiment
Romance and Adventure was the behaviour segment mentioned the most in blogs about Hawaii. Other behavior segment mentions were less relevant and more neutral.Comparative Buzz
Adventure was mainly mentioned in February, followed by romance and cuisine.
Share of Voice
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February 2012 - Social Media Report
Most comments come from blogs and forums as a distant second.Site Analysis
Top sites this month are:pann.news.nate.comblog.daum blog.naver
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February 2012 - Social Media Report
Korea – Agents & SuppliersSentiment
A travel deal involving Hawaii Airlines, Hilton Worldwide with Redcap tour, Lotte Tour, Mode Tour and Hana Tour is the reason for the online activity shown above. (see Korea Observations)Comparative Buzz
Sejoong tour has the highest volume of buzz this month followed by Mode tour and Hana tour. BT&I tour has the lowest volume of buzz in February.Share of Voice
The highest number of mentions comes from blogs followed by forums as a distant second. There are also some mentions coming from video/photo sharing websites and review sites.
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February 2012 - Social Media Report
Korea – Observations
Korea is a positive brand in Hawaii in February.
According to Mode Tour travelers to Hawaii from Korea increased during the February “Winter hot season” from 2010http://www.edaily.co.kr/news/NewsRead.edy?SCD=DH26&newsid=01928646599435440&DCD=A00702&OutLnkChk=Y
Hawaiian Airline announced that they will provide a free Hawaii tour promotion event to customers who use the Hawaii travel package product.This promotion will last until 1st June, and includes Redcap tour, Lotte tour, Mode tour and Hana tour packages as well as Hawaiian Airline and Hilton Worldwide series hotels:.http://www.asiatoday.co.kr/news/view.asp?seq=596291
Popular news on Hawaii from Korea included: The professional soccer Busan Lpark won a championship
cup in Hawaii between 4 countries invited for the competition. Busan won against Yokohama of Japan with 3-0 score in Honolulu:http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=107&oid=003&aid=0004361207
Korea and USA will hold DTSCM conference (Defence Technology Security Consultative Meeting) in Hawaii from 9th to 11th February :
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February 2012 - Social Media Report
http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=100&oid=003&aid=0004330765
SM Entertainment will buy the “Happy Hawaii” tour company and change its name to “SM Town Travel” to start a travel and tour business:.http://sports.donga.com/3/all/20120227/44363209/2
The 18th Honolulu Festival will be held from 2nd - 4th March in Oahu Island of Hawaii. This festival is especially for better communication of cultural and economy between Asia-Pacific residents and Hawaiians. The festival will include live concerts and events:http://news.mk.co.kr/newsRead.php?year=2012&no=129757
Asiana Airline is paying more attention to American travel. The airline will add more flights from Korea to America this year. Asiana Airline will fly between Incheon and Chicago 7 times a week and everyday to Hawaii:http://www.asiae.co.kr/news/view.htm?idxno=2012022810515435735
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February 2012 - Social Media Report
Japan
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February 2012 - Social Media Report
Japan – DestinationsSentiment
Sentiment TimelineFebruary
JanuaryThe sentiments about Hawaii made on the Japanese social media are positive and stable throughout the month with one dip to neutral.
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February 2012 - Social Media Report
Comparative sentimentPositive Ratio
Negative Ratio
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February 2012 - Social Media Report
Hawaii Brand and Image Sentiment
The graphs above measure relative proportions to base volumes of content that differ for each destination..Hawaii has the second highest positive sentiment ratio (73%) behind Guam. Its negative sentiment, however, is sixth with 8% close behind Australia and Japan (respectively 8,5% and 8,7%).Brand and Image Sentiment for Hawaii reveal that majority of sentiment is positive.
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Positive Sentiment Examples
13/2今回のハワイ旅行では私のメインイベント、子宝のパワースポット「クカニロコ」へ行ってきました
すごーく、すごーく良かったです
本当、ここだけ違う空気感があり、すごーく鈍感な私でも、神聖な「気」をビシビシと感じました
夫も、ここに来れてよかった と何回も言ってたし(彼的には純粋に観光地としてよかったんだと思いますが)
すごく素敵な場所でした
We went to “kukaniloko birth stone” which was our main event for this trip to Hawaii.It was so good.I really felt the energy there, even though I know I don’t have a sixth sense, I felt the energy.My husband told me countless times that he was so glad to be there.
(I guess what he meant was it was a good tourist destination to go.)It was a wonderful trip.http://ameblo.jp/ganbaruyouyou/entry-11163517399.html
24/2何処を写真に撮っても 、絵になる場所 、それがハワイ島 。。。
今回は、海(PUAKO BEACH) と山(MAUNAKEA)にて写真撮影しました。。。
と、言っても、バランスが良かった
Everywhere in Hawaii is just perfect for taking pictures.
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This time, I took pictures at the beach (PUAKO BEACH) and in the mountains (MAUNAKEA).The balance of both was just perfect.http://blog.livedoor.jp/enjoy_bigisland/
29/Febマウナケア山頂にはもう何十回も登ったのに
一回一回が
全く違った姿を見せてくれる
好きだ
I have been to Mauna Kea so many times.
But each time was so different
I love it.
http://www.hula-hawaii.net/articles/%e3%83%8f%e3%83%af%e3%82%a4%e9%80%9a%e4%bf%a1/21203.html#more-21203
23/2大好きな海の見えるラウンジでハッピーアワー
最高です これぞハワイの楽しみ方
It was happy hour at the lounge, drinking champagne and looking over at the beach from there.It was amazing, that was the real way to enjoy Hawaii.http://ameblo.jp/sakikohawaiilife/archive1-201202.html
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Negative Sentiment Examples8/2ハワイのホテルって喫煙出来るの?
喫煙者の方は問題ないと思いますが、タバコが苦手な方は禁煙部屋を選ぶことをオススメします。私達が泊まったホテルは喫煙 OK の部屋でしたのでタバコの嫌なニオイが部屋中に漂っていて、香水を急きょ買って部屋にまいたりしました。
Is it allowed to smoke inside hotels in Hawaii?
Of course it’s no problem for smokers, but if you don’t smoke or don’t like the smell of cigarettes, I recommend choosing a non smoking room. The hotel we stayed in didn’t have any non smoking rooms; as a result it smelt of cigarette smoke everywhere, so we bought a bottle of perfume to combat the smell.
http://www.hawaiihotelosusume.com/?p=50
18/2
ハワイ大好きです。ワイキキDFSにあったスタバが閉店してしまうそうです。DFS内の何階かでやるのかはわかりませんが、あの場所にあるスタバの雰囲気が好きだったんですけどねー。居心地の良い大好きなお店だったのですごく残念です。
I love Hawaii.I heard the Starbucks at Waikiki DFS was closing down. I forgot which floor it was on, but I really loved the atmosphere there… It was such a relaxing place there, but now I’m so disappointed it’s gone.
http://komachi.yomiuri.co.jp/t/2012/0218/484513.htm?g=01
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February 2012 - Social Media Report
25/2ハワイ島南部の幹線道路で23日、観光に来ていた日本人7人が乗ったバンが道路から右側へそれて横転し、6カ月の男児スズキ・ユウタちゃん死亡、大人6人がけがをした。
父親や母親(28)ら大人は全員シートベルトを着用していたが、ユウタちゃんはチャイルドシートを使っていなかった。
On the 23rd, a bus which had 7 Japanese tourists on board veered off the road, resulting in a 6 month old baby-Yuuta Suzuki- dying, and 6 adults seriously injured.
The parents (aged 28) and other adults were wearing seatbelts, but the baby-Yuuta- wasn’t sitting in the child seat.
http://www.sponichi.co.jp/society/news/2012/02/25/kiji/K20120225002704160.html
26/2
運転を楽しむために来たのか?それとも観光する為に来たのか?*悲しいニュースだが日本人観光客のレンタカー事故が後を絶たない
10日ほど前にはホノルルで結婚式が終わったばかりの新婚カップルがバイクでヘルメットもかぶらずにガードレールに突っ込んだ
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February 2012 - Social Media Report
新婦は即死新郎は重体だが、、、、ご家族の心境には複雑な、、、、、、
Do tourists come here to enjoy the driving experience?OrDo they come for sightseeing?It’s such sad news,But there are so many Japanese tourists there getting into car accidents.10 days ago in Honolulu,A newlywed couple was riding on a motorbike without wearing crash helmets, and they rode straight into a road barrier.The bride was instantly killed.The groom was left seriously injured…I can’t imagine how their parents must feel…http://www.hula-hawaii.net/articles/%e3%83%8f%e3%83%af%e3%82%a4%e9%80%9a%e4%bf%a1/18974.html#more-18974
Volume of BuzzDaily Volume of Buzz
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February 2012 - Social Media Report
Mentions of Hawaii in Japanese online activity reached 32,814 in February, up from 20,028 in January.
Comparative Buzz
The destination that has the most mentions in February is Hong Kong followed by Korea and Japan. Hawaii is last this month and has the lowest volume of buzz.
Geo Segmentation
Top Countries
We can see that Japan has the most mentions with the US as a (very) distant second.
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February 2012 - Social Media Report
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February 2012 - Social Media Report
Share of Voice and Site AnalysisShare of Voice
Most mentions are issued from blogs followed by forums second. Review sites also have a notable amount of mentions this month.
Site Analysis
ab-road.net is the website hosting most comments related to Hawaii this month followed by amebio.jp and 4travel.jp.
Authors
Japanese author きのこ was mostly neutral advertising on 4trvael.jp this month and so we have disregarded these comments.
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February 2012 - Social Media Report
Japan – Behaviour SegmentSentiment
Golf had the most varied mentions this month, frequently jumping to positive.Comparative Buzz
Golf has the highest volume of buzz in February followed by cuisine seekers.Share of Voice
Here again, most comments come from blogs followed by forums. A few mentions come from wikis, portals and video & photo sharing website, as well as review sites.
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February 2012 - Social Media Report
Site Analysis
1stwise.com was the most popular website this month to talk about Hawaii. Myip.cn is the distant second although this site was mostly neutral.
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February 2012 - Social Media Report
Japan – Agents & SuppliersSentiment
HIS has the most varied sentiment as well as KNT.Comparative Buzz
KNT has the highest amount of mentions this month followed by HIS and JTB. Nippon travel is last.Share of Voice
The highest amount of mentions is coming from portal sites followed by forums and wikis as a close third. Blogs come fourth and video/photo sharing websites fifth.
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February 2012 - Social Media Report
Japan - Observations
Hawaii is a positive brand this month despite a couple of tragic road accidents involving Japanese travelers.
Positive sentiment addressed:Drinking champagne on the beach in Mauna Kea and the Kukaniloko Birthstone.
Negative sentiment addressed:The Starbucks at Waikiki DFS was closing down. On the 23rd, a bus carrying 7 Japanese tourists veered off the road, resulting in the death of a 6 month old baby-Yuuta Suzuki and 6 adults seriously injured.The parents (aged 28) and other adults were wearing seatbelts, but the baby-Yuuta- wasn’t sitting in the child seat.A newlywed couple riding on a motorbike without crash helmets rode into a road barrier. The bride was instantly killed and the groom was left seriously injured.
Popular News from Japan on Hawaii, mostly from dedicated Hawaii news site Aolha.street:
The Honolulu Marathon generated more than $100 million http://www.aloha-street.com/news/2012/02/post-2685.html
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Power restored at HNL inter-island terminal after 75 flights delayed http://www.aloha-street.com/news/2012/02/75-1.html
A 4.3-magnitude quake strikes Big Island on 24th February:http://www.aloha-street.com/news/2012/02/43-1.html
Jack Johnson prepares for island wide tour:http://www.aloha-street.com/news/2012/02/post-2715.html
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