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eBook - Airport Marketing to Chinese Travelers

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This eBook from Digital Jungle highlights the need for Airports to start reaching Chinese travellers via Chinese social media. Platforms such as Weibo and WeChat are becoming as important to Airport ...

This eBook from Digital Jungle highlights the need for Airports to start reaching Chinese travellers via Chinese social media. Platforms such as Weibo and WeChat are becoming as important to Airport social media programs as Facebook and Twitter.

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    eBook - Airport Marketing to Chinese Travelers eBook - Airport Marketing to Chinese Travelers Document Transcript

    • Leveraging Social Marketing Social media marketing refers to the process of gaining website traffic or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. The resulting digital “word of mouth” refers to any statement consumers share via the Internet about an event, product, service, brand or company. When the underlying message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself, this form of marketing results in ‘earned media’ rather than ‘paid media’ In order to understand how airports can use Chinese social media, we must first look at how airports are currently using foreign social media. Airports throughout the world are currently engaging in all forms of social media marketing from Facebook to blogging. Many are building massive fan bases and using social media for every aspect of business. Most are using social media to offer real time customer service but others are also offering promotional material and even running viral campaigns via Twitter and Facebook. There have been many campaigns run by airports; some of the most creative and effective have been run by Changi Airport. They currently have over 298K fans on Facebook, over 12K Twitter followers, and over 120K fans on Weibo. Other airports notable for their use of social media include Melbourne International Airport, London Gatwick Airport and Kuala Lumpur Airport. Most airports have been busy on Twitter and Facebook but many have forgotten about Chinese social media platforms, like Weibo, WeChat, and Ctrip. This oversight will soon become a major drawback for airports wishing to attract more Chinese Tourists to their airport. “Word of Mouth” Equals Trust Changi Airport currently has over 298K fans on Facebook, over 12K Twitter followers, and over 120K fans on Weibo. 02 03 Digital Jungle E-Book http://www.digitaljungle.com.cn/
    • Airport Marketing Why Social Media? The Connected Chinese Traveler Chinese travelers constitute the majority of inbound international passengers at many global airports and those same travelers collectively are the world’s biggest spenders on international tourism. Moreover, in April 2013, President Xi Jinping noted that in the next five years China will probably have over 400 million tourists traveling abroad. These tourists flocked to destinations the world over but registered huge numbers of visits to Thailand, USA, UK, Taiwan, and France in particular in 2013. Initial research suggests that Australia, Indonesia, Malaysia, and New Zealand will join the list of “hot destinations” for Chinese tourists in 2014. Chinese travelers clearly are very important to businesses across every sector and industry, especially those connected to tourism and travel. Airports, as the first point of entry that many Chinese tourists have in new countries are no exception to the rule and thus stand to profit from engaging with and catering to these “connected Chinese travelers.” Who are these “Connected Chinese Travelers?” The notion of a “connected” Chinese traveler is being fully realised as 420 million Chinese now own a smartphone, with many of these smartphone users taking their devices overseas to capture photos and exchange news with friends and loved ones back in China. China has the largest number of internet users of any country in the world--roughly 600 million by the end of 2013 - and these users tend to stay connected while abroad. Over 350 million people have downloaded WeChat and over 450 million people use Weibo. These habits travel well as tourists relay their experiences (whether good or bad) to contacts around the world. 04 Digital Jungle E-Book How airports are engaging Connected Travelers? Our world today is more connected than ever before. Over the last decade - especially the last five years – this connectedness has been influenced
 by the proliferation of internet access, the immense popularity of social networks and the meteoric rise in smartphone usage. This has led to the rise of a new kind of traveler who is not only increasingly connected to thousands of people in his/her virtual networks, but also uses these networks to find recommendations, share reviews and photographs as well as to complain when brands make a mistake. All of these activities can now be effortlessly carried out while in transit, waiting for a flight or browsing retail outlets. At the same time, airport marketing today
is not only a function of communications. Instead, airports are increasingly competing
to attract passengers from competitors
and to improve their route networks. This has led to a number of airports investing in innovative products and service initiatives in order to differentiate the airport experience and, ultimately become a preferred airport of choice for passengers. Due to all these developments, airport marketing has evolved dramatically. China has roughly 600 million internet users 05 http://www.digitaljungle.com.cn/
    • Social Media Marketing What do Airports need to know? Offline Campaigns Online Results R esearch suggests that 80 percent of travelers today plan their travels online and half of travelers use mobile devices to access travel information. Moreover, they share their experiences, and reviews while on the go. According to TripAdvisor, 91 percent
 of travellers post pictures of vacations, 57 percent post status updates and 34 percent check-in while travelling. In fact, 75 percent of business travellers and frequent fliers carry smartphones today, and just as many of them log-on to airport Wi-Fi, when it is available for free. There are a number of reasons for this rapid transformation. First, the digital and mobile revolution has extraordinary implications
for every airport, as the connected traveler expects airports to be accessible in their “pockets”, whilst receiving excellent customer service on the go, as well as a more tailored airport experience resulting from improved customer insights. S econd, the real and virtual worlds are fast merging. A more connected world has implications for the offline marketing space as well. Increasingly, airports are realizing that a powerfully executed offline campaign will inevitably result in online advocacy. Indeed, for many airports, “realworld” campaigns are tuned to drive maximum buzz online and have a digital component. For instance, a number of offline campaigns are leveraging mobile technologies such as QR codes to ultimately drive revenue. T hird, and perhaps more importantly, airports can now begin to overcome their traditional weakness versus airlines: the lack of customer data. By mining social and location-based information, airports can target very specific demographics and build a base of social advocates while gaining greater knowledge of the travelers passing through their terminals. This newfound power can be used by airports to drive goals as varied as better customer service, tailored passenger experiences to even innovative air service development. “91 percent
 of travellers post pictures of vacations.” 06 07 Digital Jungle E-Book http://www.digitaljungle.com.cn/
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    • Sina Weibo WeChat Much More Than Twitter eLong Voice Messaging Ctrip Community Reviews Travel Research Chinese Tourists Trust Social Media The Chinese Social Media Landscape China is the world’s biggest internet market with an estimated 600 million users. There are over 221 million blogs, 181 million bloggers, 117 million bulletin board systems (BBS) and 235 million social network users. The social media landscape is complex, vast and ever changing. It is also increasingly becoming a crucial part of the lives of Chinese people, as it allows them to gain entry to social circles and information that would not be otherwise accessible. Chinese internet users are more likely to trust social media because they trust their friends and family. “There are over 221 million blogs, 181 million bloggers, 117 million bulletin board systems (BBS).” S ina Weibo is predominately a micro-blogging site with a mix of Facebook like features that has approximately 550 million registered usersn and is still growing. Its users are white collar workers, aged between 20-30 years old, and 48% of users access the platform on their mobile phones. The platform allows users to listen to music, watch movies, and donate to charties, along with many other features. W eChat, a Tencent app, is one of the more recent additions to the Chinese social media landscape and it has rapidly become essential for technology-savvy and up-to date social media users in China. WeChat already boasts some 300 million domestic users and counting, and a further 100 million international users. It is a multimedia communication tool that offers a wide range of services such as text messaging, hold-to-talk voice messaging, broadcast (one-to-many or one-to-one) messaging, photo/video sharing, location sharing, and contact information exchange. C trip is one of China’s largest travel booking and research companies. The site offers flight, hotel, tour and vacation booking services and, crucially, allows users to review properties and accommodations on page. “Trust” E long offers similar features to Ctrip—including the all important customer review function— and is part of Expedia. It also includes rental car and international hotel booking services. 10 11 Digital Jungle E-Book http://www.digitaljungle.com.cn/
    • ted tar gS n etti G en nt Co s cu Fo t Content ce of lly fall genera red will ortuas cove for opp tent are to look need the con ter will grams dia pro l marke ies. e socia cial me g activit ories th used so terestin e categ ern foc West f thes vant, in ese and r each o nd rele ries. Fo th Chin ntent a l gh co For bo catego d globa s throu r broad tionship hin fou wide an wit ion h rela n a nat establis ities to rport, o n our ai n Importa The about y ss warenerease knowledge ease a olio n portf stinatio c de rk • In of your line wo reness and on vel le ial awa ail, soc g) ase the ugh e-m gine marketin • Incre thro s raveler arch en nd pment s on connected t possibilities (semobile velo Focu gh off a te on s throu ersion rand de • v me era 2. B ize con • Accel ositioning the • Optim nd p ration a • Claim paigns gh ope ou cam mes thr online ese the th • Prove ation nic commu 1. Incr tner- ting par . Marke 3 ships th avia tion wi tion ra • Coope non- avia d tion an s par tner s terprise with en the ct • Conne nd within a outside l termina nt a conte er with cy within • Partn g agen in market China ith ships w partner d create e • Creat siness an t bu local edia plans tha on m ati social heir particip t include the time “Take produce to g omethin s !” morable me ctions 4. Intera o a Weib and Sin BS • Use B ns ersatio to conv quests • Listen ond to re p and res o afraid t on’t be . Create a • D onal be pers lity on scoial a person tes. si media ful be help Always • lers ury ss trave • Addre s and do not b concern nts i compla 12 13 Digital Jungle E-Book http://www.digitaljungle.com.cn/
    • GETTING INTO SOCIAL MEDIA MARKETING What To Ask T op 10 Questions: 1 Do you serve Chinese travelers? 2 Do you have a social following? 3 Do you have Chinese content? 4 Do you have a Chinese language website? 5 Do you expect increases in Chinese travelers? 6 Is your airport served by Chinese carriers? 7 Do you have Facebook and/or Twitter? 8 Do you have a social media plan? 9 Can you attract Chinese flyers? 10 Can you afford to wait? Digital Jungle We are China’s largest independent content focused, digital marketing agency, boasting 120+ staff in China and around the region. Our primary focus is to work with Western organizations to deepen their relationships between their brand and Chinese consumers; through quality content and strategic thinking, to drive consumer action, and to deliver value and measurable results for our clients. Content is a currency in today’s landscape for any brand or business. Therefore, we’re centered on creating and curating content experiences that drive deep consumer engagement across all platforms. We develop content strategies that help brands get discovered, become engaged, builds advocates, stimulates people down your sales funnel and assists with your SEO activities. MORE INFO HERE For more information about Digital Jungle and for help with social media marketing please contact us: • • • • info@digitaljungle.com.cn www.digitaljungle.com.cn www.weibo.com/digitaljungle www.slideshare.net/digitaljungle Y? AD YOU RE RE rted! et Sta G A e Chines h your dia g wit ial Me nnectin tart co ce using Soc S audien 14 15 Digital Jungle E-Book http://www.digitaljungle.com.cn/