3.  The author of the first textbook on Internet Marketing specifically for Hospitality and Tourism industry, a book widely adopted worldwide.textbook  Create the first Internet Marketing course for tourism major in the world.  Can be reached by email: zhou@niagara.eduzhou@niagara.edu  Or find me at facebook  Lindedin  Twitter  Or simply google “zongqing zhou” or “ 周宗清 ” if you know Chinese.

4.  A category of sites that is based on user participation and user-generated content.  social networking sites: facebook, LinkedInfacebookLinkedIn  Messaging sharing site: twittertwitter  Instant Messaging sites: WhatsApp, Wechat, SkypeWhatsAppWechatSkype  Video sharing site: youtube, youkuyoutubeyouku  Photo sharing site: flickr, picasa, instagram,flickrpicasainstagram  User rating/opinion site: yelp, TripAdvisoryelpTripAdvisor  Personal publishing: blogging (eg. Google’s blogger); Sina WeiboGoogle’s blogger Sina Weibo

5. TOP 5 SOCIAL NETWORKS FOR ETOURISM IN CHINA  The digital and social media adoption in China is thus very different than in the West. Here are a few reasons why:  China is the country with the most internet users, 634 million (45% internet penetration rate, 50% of the world’s online users);  Chinese spend 25 hours online per week, increasingly connected via their mobile device;  70% of the bookings are made online

6. TOP 5 SOCIAL NETWORKS FOR ETOURISM IN CHINA 1. Weibo is a Chinese microblogging website created by Sina in 2009. It’s one of the most popular social networking in China. It currently has about 500 million registered users and is a social network that allows agencies, hotels and resorts to stay close to their customers. It’s also where netizens will share content related to where they have been and what they did. They can like, discuss and share the user or brand generated content. Accounts have a number of followers, showing how influential a user can be. Some users are more important than others. These are KOL, Key Opinion Leader, that can greatly influence their huge community about a destination, activities or services they have used. Chinese tourists put a lot of trust in user-to-user generated content. The more a user is seen as an expert (like the KOL) the more the content will have an effect on the choices users will make when they plan their holidays

7. 2. WeChat is a mobile app that allows to send texts, vocals messages, photos and videos and to share one’s location. It was developed by Tencent, a Chinese investment holding company that also owns QQ and QZone. Originally called Weixin, WeChat is the most used messaging app in China and has started having a strong presence outside its domestic market with its English version. As of August 2014, WeChat had 438 million active users with 70 million outside of China, represented in more than 100 countries. Since WeChat is what can be called a closed network, people can only see what others in their own network share. Chinese holidaymakers like to share moments, containing text, pictures often showing their trip in almost real time, where they stay and the people they are with. For agencies and resorts, this can be of tremendous help to attract more Chinese tourists

8. 3. Youku is a video hosting service based in China, founded in 2003. It allows users to upload videos of arbitrary length. Youku has partnered with over 1,500 license holders, including television stations, distributors, film and TV production companies in China that regularly upload media content on the site. Youku’s video library includes many full length films and TV episodes. Viewers from around the world can see these films on Youku for free, though often with Chinese subtitles. On March 12, 2012, two of the biggest online video companies in China, Youku and Tudou, announced plans to merge. At the time of the announcement, Youku had 21.8% of market share and Tudou had 13.7%. The name of the new company would be named YoukuTudou Inc. The site boasted a cumulative total of approximately 803 million unique views in the month of January 2012. Youku

9. 4. Tieba is is the largest Chinese communication platform provided by the Chinese search engine company, Baidu. It is an online community bound tightly with internet search services, one of the main business of Baidu. The website functions by having users search or create a bar (Forum) by typing a keyword, and if the bar has not been created before, it is then created upon the search. It is very popular among Chinese people, boasting more than 300 million monthly active users. Being on this site will make people talk about your brand, and you can also help people by answering their questions.

10. 5. QZone was founded in 2005 by Tencent. This site allows people to write blogs, to hold a newspaper, to share and send photographs, to listen to music and to watch videos. It’s a very complete site. Because it’s really easy to use, Chinese people like to update their profile at least once a day. Qzone is rapidly growing: as of November 2013, it already had 623.3 million users and by 2014 it had 645 million. 150 million Qzone users update their accounts at least once a month. It makes QZone one of the most active communities. This site is perfect to share experiences while traveling and to keep in touch with their friends. And it’s perfect for travel brands wishing to share content and finding out more about what people think about your organization while living the travel experience.

12. Why social media? Are you convincedAre you convinced?

14. Web 1.0Web 2.0Web. 3.0 EmailsWord-of-mouth MarketingMobile Marketing (24/7) bannersVirtual communitiesCollective individualism Yahoo (directories)Google (dynamic links/SEM)One-click communication Web portalsbloggingWhat I click is what I want HTML/Meta TagsSEOMedia Integration contentsSocial networkingAnd only God knows … Push marketingPull marketingCustomized marketing

15. Who knows? You judge for yourselves

17.  Google partnership with social media

18.  Social media FourSquare is a location-based sharing program. The basis of this site is for users to use their mobile devices to check-in to places they visit. For example, if Joe smith goes to Starbucks, he would ‘check-in’ to Starbucks on his phone. This would automatically update Joe’s Facebook, Twitter, and LinkedIn accounts. Joe would also accrue points for his check-ins. Eventually, when he has the most points per place he would then become the’Mayor’ of that destination. Foursquare and Twitter are in the talk for partnership.FourSquare

19.  This is still in the web 2.0 phase. However, where it is beginning to cross over is it’s impact on real life. Companies can run promotions at their store and give away a gift to their ‘Mayor’. For example, Starbucks could give Joe a free cup of coffee each week just for being the Mayor. Joe promotes Starbucks to hundreds of his friends and followers on social media sites and Starbucks encourages sales through the point accruals.

20.  Google and Twitter have just announced a partnership in which tweets will show up in Google searches. This article investigates how that development should impact on your social marketing strategies. If you were active on Google between 2009 through 2011, you might remember how much easier it was to find Tweets on Google’s search engine. Now Google and Twitter will partner again sometime within the first half of this year.  Due to the time it takes Google to crawl Twitter, there is a delay between the time a Tweet is posted and when it becomes visible on the Google results page. With this new partnership, the search giant will have immediate access to Tweets, allowing Google search users access to prominently displayed Tweets posted in real-time.

21.  Website as a marketing tool (contents)  SEO and SEM  Social Media Marketing  Customized/user-generated social network marketing

22.  社交化（人气化） (social buying)  顾客至上化 (customer is the king of all kings)  个性化 (individualization and personalization)  （商家和顾客）互动化 （ Interaction)  透明化 （ transparency ）  产品换代加速化 （ short product life cycle)  竞争加速化 （ increasing competition ）

24.  Privacy  Ethics  Legality