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Dragon Trail - China Marketing - March 2011 Dragon Trail - China Marketing - March 2011 Presentation Transcript

  • Relationships with:
  • REACH & CONNECTWITH AFFLUENTCHINESE CONSUMERSBY LEVERAGING DIGITALMARKETING, TECHNOLOGYAND SOCIAL MEDIA TOINCREASE BRAND AWARENESSAND GENERATE DEMAND
  • Travel Motivation • Rising Incomes China Outbound Travel • • Easier to get visas, hard currency and passports Travelling abroad for business and education Total Outbound Travel 40,891.4 10,000 inspires them to return to 40,000 Total Long-haul Travel the same destinations for leisure • Travel (especially to 8,000 Europe) as a status symbol 30,000 • In-depth travel is becoming more popular than multi- 25,330.9 country packages 6,000 • Status, novelty, culture, 4,808.4 shopping, time, cost, food 20,000 4,000 Travel Needs 3,151.4 11,174.0 • Safety of a destination • Ease of getting a visa 10,000 5,643.2 2,000 • Other factors: -Natural Scenic Beauty 1,834.7 -Well-known landmarks 1,216.2 -Friendly local people 0 0 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007p 2008f 2009f 2010f 2011f But… • Good Chinese food not always availableData from China National Tourism Office and Global Insight – Global Travel Navigator May 2008 • Quality level not according to Chinese expectations 3 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  • China Internet Facts 456 Million Internet Users equals 32% penetration in China (USA has over 80 % penetration) ; 150 Mill new users in 2009; equals 330,000 new users per day or 14,000 per hour4 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  • China Internet Facts 800 Million Mobile Users - 30 Million people access the Internet only on their mobile phones DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  • China Outbound Tourism 2010:Greater interest in in-depth travels by Chinese travellers: depth• The survey of the China Tourism Academy2009/2010 shows that Chinese tour operators areincreasing their range of products, meeting ,the growing demand for more sophisticatedtravel offers from Chinese customers.• Niche market and special interest productsgain opportunities to attract Chinese visitors visitors. Published in cooperation with the China Tourism Academy (CTA) and the China Outbound Tourism Research Institute (COTRI) DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  • Online Travel Research in China Source: Nielsen, 2009 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  • CHINA’S CONSUMERSChina’s Elite and nouveau riche: In Chinamore than 400 million people live on less than$2 a day but there is an emerging and fast growingelite class which shops at Armani, Gucci, Cartier,Ferrari, Bentley, and Hugo Boss. These are the highbrand-conscious and prestige-oriented Chineseconsumer segments who like to indulge inconspicuous consumption.China’s Generation Y: Success-driven, educated, driven,information savvy and surprisingly loyal to Chinesevalues and culture but also open to Western ideas.They are good candidates for Western brands and arefashion-conscious.Trendy, Perfectionist Consumers: These arepredominantly females who love to shop andassociate foreign brands with quality and style.Traditional, Pragmatic Consumers: Theydon’t like to shop much and basically look forproducts based on price and not style. Predominantlymale consumers and generally go for less expensivelocal brands rather than expensive or stylish foreignbrands.
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  • Source: Digital Influence Index 2010 – Fleichman Hillard & Harris InteractiveDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  • Source: Digital Influence Index 2010 – Fleichman Hillard & Harris InteractiveDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  • CHINA INTERNET & SOCIAL MEDIA LANDSCAPE
  • China’s digital media landscape is dominated by local players. Government censorship Local players appeal to domestic users DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
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  • CHINA SOCIAL MEDIA DOMINATES THE US:Chinese netizens are more engaged in creating/sharing content Source: New 2008 Social Technographics data Source: Chinese Social Technographics Revealed, reveals rapid growth in adoption, 2008/10/20 2009/01/23 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  • Chinese Online Participation andEngagement is more vibrant than in the West Source: CIC Watch, 2008 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  • The Power of the Internet Community in China:Redefining the Brand/Consumer Relationship DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  • “Social Media is the most influential communications medium in modern China”Two-thirds of surveyed public affairs executives – thirdsEdelman Media Influence Survey, November 2009
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  • P1 | SNS for the Affluent Class DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
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  • CASE STUDIES
  • Banff National Park Chinese Web Site andSocial Media marketing Case Study
  • Case Study: Canadian Rockies Social Media Contest • No advertising (paid search, banner advertising, print) • Promotion via Chinese Social Media only • 90 % Viral Spread (over 90% of people who registered on were invited to join by their friends who had already signed up). Registrations including name, email, mobile phone) 200,000 180,000 160,000 140,000 120,000 100,000 80,000 60,000 40,000 Registrations Visits 20,000 0 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  • Step 1. Chinese Website DRAGONTRAIL.COM DRAGONTRAIL.COM - - CHINATRAVELTRENDS.COM CHINATRAVEL TRENDS.COM
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  • Step 2. Social Media Marketing DRAGONTRAIL.COM DRAGONTRAIL.COM - - CHINATRAVELTRENDS.COM CHINATRAVEL TRENDS.COM
  • Micro-blog: http://t.sina.com.cn/canadianrockies DRAGONTRAIL.COM DRAGONTRAIL.COM - - CHINATRAVELTRENDS.COM CHINATRAVEL TRENDS.COM
  • SNS: www.kaixin001.com/canadianrockies DRAGONTRAIL.COM DRAGONTRAIL.COM - - CHINATRAVELTRENDS.COM CHINATRAVEL TRENDS.COM
  • Video Sharing: http://u.youku.com/user_video/id_UMjQ5ODk5MjMy.html DRAGONTRAIL.COM DRAGONTRAIL.COM - - CHINATRAVELTRENDS.COM CHINATRAVEL TRENDS.COM
  • Step 3. Website Launch Campaign DRAGONTRAIL.COM DRAGONTRAIL.COM - - CHINATRAVELTRENDS.COM CHINATRAVEL TRENDS.COM
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  • DRAGONTRAIL.COMDRAGONTRAIL.COM - - CHINATRAVELTRENDS.COM CHINATRAVEL TRENDS.COM
  • December 2010 - January 2011DRAGONTRAIL.COMDRAGONTRAIL.COM - - CHINATRAVELTRENDS.COM CHINATRAVEL TRENDS.COM
  • Travel Alberta (Canada)Strategy:- Portal for big Tourist Boards(countries, states/provinces,regions, major cities, etc.) theopportunity to develop a relevant,china-hosted web platform, tobuild the brand and increasereferrals to online and offline saleschannels- The portal is developed to giveSMEs and DMOs the opportunityto have a presence, whichotherwise would not make senseor is cost prohibitive DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  • Travel Alberta (Canada)Strategy:- Sub-Site within thechina.travelalberta.com portalto give smaller DMOs a low-cost online presence in China- includes branding, own URL,quarterly content updates,tagging, search engineoptimization, social mediainclusion, and if applicable tripplanner integration. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  • Travel Alberta (Canada) Strategy:- Sub-Site within thechina.travelalberta.com portal to giveSMEs (hotels, resorts, attractions,tours, transportation, etc.) a low-cost online presence in China- includes branding, own URL,quarterly content updates, tagging,search engine optimization, socialmedia inclusion, and if applicable tripplanner integration. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  • Campaign Pagehttp://china.travelalberta.com/page/zh-CN/huodonghttp://china.travelalberta.com/page/zh Page View: 121,000+ Unique Visits: 5,800+ The campaign site was created and landed on the official Chinese website of Travel Alberta. A new image was posted each day during the period of the campaign. A short description of the image was given to introduce the sightseeing place/activities. Missing puzzle pieces were randomly placed in different pages in the Chinese site. Each participant who completed one puzzle piece and shared it to sina micro blog will receive a lucky draw number. DRAGONTRAIL.COM DRAGONTRAIL.COM - - CHINATRAVELTRENDS.COM CHINATRAVEL TRENDS.COM
  • Sina Weibo http://t.sina.com.cn/ .sina.com.cn/travelalberta Current Followers: 2344 New Followers: 2084 (after campaign launched) One micro blog was posted on sina to give a brief introduction of the prize campaign. URL of the campaign site was given. Followers were encouraged to retweet the post to at least 3 friends to be qualified for a daily prize draw.DRAGONTRAIL.COMDRAGONTRAIL.COM - - CHINATRAVELTRENDS.COM CHINATRAVEL TRENDS.COM
  • November 2010 - January 2011 2010 Sina Travel AwardDRAGONTRAIL.COMDRAGONTRAIL.COM - - CHINATRAVELTRENDS.COM CHINATRAVEL TRENDS.COM
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  • Foundation Campaign ( (Sina Weibo)Campaign I: Nov 8th - Dec 8th, 2010Main Objective: Build fan base on sina weiboLocation: Sina weiboFans: +10,800 | @ATP: 26,561Comments: 21,948 | Website Visitis: 1,750Grand Prize: Free trip to ATP for two DRAGONTRAIL.COM DRAGONTRAIL.COM - - CHINATRAVELTRENDS.COM CHINATRAVEL TRENDS.COM
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  • Unique Family Campaign (Mini-Site) Campaign II Period: Dec 9th, 2010 - Jan 21st, 2011 Main Objective: Drive website traffic; Build EDM database Location: Chinese Website Participants (UTD): 10,000+ families Grand Prize: Free trip to ATP Dubai for a Chinese family (up to 3 members) DRAGONTRAIL.COM DRAGONTRAIL.COM - - CHINATRAVELTRENDS.COM CHINATRAVEL TRENDS.COM
  • Online Family Campaign:- Unique family campaign thatmerges viral marketing andsocial media marketingcomponents, by leveraging theChinese social media landscape(especially the Chinese Twittermicro-blogging equivalent, SinaWeibo), and a uniquelydeveloped micro-site to capturedata and increase engagement- The campaign was launchedafter having run a verysuccessful Chinese social mediacampaign to increase fans onSina Weibo to over 10,000 in afew weeks, in order to leveragethese fan to ensure success forthe Family campaign-The Social Media campaignwas started after the launch ofthe relevant Chinese website ofAtlantis The Palm Dubai. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
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  • February - March 2011DRAGONTRAIL.COMDRAGONTRAIL.COM - - CHINATRAVELTRENDS.COM CHINATRAVEL TRENDS.COM
  • Virtual Trip Campaign Three virtual itineraries around Canada were designed. Participant who complete one route will have a chance to win a free trip to Canada. In totoal three free trips, 50 iPads and 1000 U-disks are given away.DRAGONTRAIL.COMDRAGONTRAIL.COM - - CHINATRAVELTRENDS.COM CHINATRAVEL TRENDS.COM
  • STRATEGIC CONSIDERATIONS
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  • Research studies indicate that attitude towards websites, the site’s interactivity and usability, as well as purchase intentions of users are enhanced when sites are congruent with the target customers’ cultural predispositions. (“The Culturally Customized Website”, Elsevier, 2005.)Collectivism: Emphasizing valuesimportant in collectivist cultures.For example, emphasizing familytheme.Power Distance: Adding elementsthat emphasize power distance. Forexample, displaying awards orhonors that a company or brand hasreceived. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  • VisitBritain’s new Website – great use of Web 2.0
  • …and VisitBritain.com in Chinese Is it really Relevant???
  • DRAGON TRAIL is a travel technology and digital marketingcompany in China that helps international travel and tourismorganizations reach and connect with affluent Chinese consumers.
  • Select Clients in 2010 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  • Recent Awards in 2010 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  • Founded by international leading experts in social media, e-tourism and travel technology tourism technology-Recognized for most innovative new service for China Outbound Tourism STRATEGY SOCIAL MEDIA Dragon LOCALIZEDTECHNOLOGY Trail CONTENT RELEVANCY Team The Senior Team, led by the founders, consists of top experts, having worked in leading social media sites in China, headed PR/Communications for global luxury hotel brands in China, and having MOBILE spearheaded the expansion of western E-MARKETING travel businesses into China, and worked for English-Chinese translation companies. Advisors include the most senior experts in travel and tourism for China and globally. BEIJING - SHANGHAI
  • Dragon Trail Digital Strategy ApproachGOAL: Increase Brand Awareness & Direct Sales– Guide Strategy Execution– Build a foundation for brand engagement (Social Media ready and Search Engine optimized Website for the Chinese Market)– Create online touch-points– Develop relevant content– Maintain, monitor, engage, and evaluate– Gain insights from data and social media– Combine and offline and online tactics– Drive campaigns that convert– Increase revenues 79 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  • Dragon Trail Digital Strategy Planning Social Media Campaigns DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  • Dragon Trail Multi-Touchpoint Ring Strategy Touchpoint 1. Relevant Brand Chinese Website 2. SEO Lifestyle & Regional Satellite Sites 3. Targeted Chinese Social Media Profiles 4. Content Syndication & Blogger Interaction 5. Mobile Presence 6. SM Campaigns DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  • Dragon Trail Program Execution5. Interact with influential bloggers 1. Determine the best possibleand manage Dragon Trail’s market strategy to build brandFamiliarization Trip 2.0 Program, awareness and reach thedesigned to create buzz about target audiencethe brand.4. Execute an innovativesocial media campaign thatdrives traffic and capturesconsumer data, leveraged 2. Develop a culturally-for future initiatives. relevant Chinese Website, consistent with the brand message, optimized for Chinese search engines, designed for the Chinese target market, with3. Set-up profiles on targeted Chinese engaging content, andSocial Media profiles, seed relevant hosted in China with statecontent, engage with the audience, and of the art technology.monitor for brand reputation. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  • A couple important points…1. Website hosting in China is critical in order to ensure organic local search engine optimization, and optimal accessibility.2. Constant optimization of the social media landscape is critical in order to ensure content seeding, consumer engagement, and brand reputation.3. A solid technology partner is vital, especially when running campaigns, to ensure data quality and protect the database from hackers.4. Local representation, especially with intimate knowledge and relationships in the travel and internet space in China critical in order to ensure successful strategy execution. …in short: YOU NEED A TRUSTED LOCAL ADVISOR IN CHINA. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  • WANT TO KNOW MORE ABOUT THE CHINESE TRAVEL MARKET? Access the latest trends on ChinaTravelTrends.com and join the online community for free.www.ChinaTravelTrends.com (Twitter: @CnTravelTrends) - Published by Dragon Trail & COTRI
  • Essential China Travel Trends BookWith forewords from UNWTO, WTTC, and PATA “… Already the world’s fourth most visited destination today, by 2020, China is expected to become the leading international tourism destination and the fourth largest outbound travel market. This comprehensive study of travel trends in China provides invaluable insights into one of the fastest growing travel and tourism markets in the world." Taleb Rifai - Secretary General, World Tourism Organization (UNWTO) DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  • China Travel Social Media Seminars (DT also organizes company-specific seminars upon request, specific and is available for speaking engagements world world-wide.) “This was a very important and insightful seminar, organized by Dragon Trail. Social Media in China looks very complex and like a whole lot of work, but then again, people are talking with or without us - so we are definitely better off if we take part and try to influence it." Oliver Sedlinger - China Director, German National Tourist Board (DZT)Select Speaking Engagements: DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  • Contact me: LinkedIn: Thraenhart Twitter: @JensThraenhart Facebook: JensThraenhart E-Mail: Jens@DragonTrail.com Get insights & trends: www.DragonTrail.com JENS THRAENHART www.ChinaTravelTrends.com Twitter: @CnTravelTrends Join our Community: www.Community.ChinaTravelTrends.comRelationships with: