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Social media engagement proposal for wonderland v3

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  • 1. Discover Create Engage Social Media Engagement Proposal for Australia Tourism Promotion Prepared by Edelman Digital As of July 22, 2007
  • 2. Today’s Agenda DISCOVER CREATE ENGAGE DISCOVER CREATE ENGAGE
    • Who are they (Chinese tourists)
    • Who are the top influencers
    • What are the top channels
    • What content will engage tourists
    • Digital engagement strategy and tactics
    • Content and Context to engage tourists
    • Channels that serve as engagement hub
    • Ambassador and Envoys to influence others
    • Tourists to drive engagement
    • Top influencers to create word of mouth
  • 3. DISCOVER
    • Who are they (Chinese tourists)
    • Who are the top influencers
    • What are the top channels
    • What content will engage tourists
  • 4. Chinese Tourists: Where they want to go DISCOVER CREATE ENGAGE More than half the travelers surveyed from China said they intend to travel to Australia over the next two years , and their top three priorities are Natural Scenery, Sunshine and Beaches, and New Places . The Visa and Pacific Asia Travel Association (PATA) Asia Pacific Travel Intentions Survey 2010
  • 5. Chinese Tourists: Who are they DISCOVER CREATE ENGAGE Natural scenery, sunshine and beaches and new places are key hooks for mainland Chinese planning their holidays. Mainland Chinese are willing to pay extra for good food, cultural experiences and exotic destinations . Mainland Chinese travelers also have a preference for environmentally friendly tourism and cultural immersion programs. Almost 80 percent of mainland Chinese travelers go online as their main source of travel information, more than travelers from any other part of the Greater China region. Popular online sources are online travel guides (general and search engine), travel forums and travel agent booking websites.
  • 6. Chinese Tourists: Who are they DISCOVER CREATE ENGAGE
    • 76 per cent of out-bound tourists are Foreign Independent Tourist (FIT).
    • Age breakdown: more than 60 per cent of out-bound tourists are between 25-44.
  • 7. Chinese Tourists: Major information sources DISCOVER CREATE ENGAGE Website/BBS Word of Mouth
  • 8. Chinese Tourists: Who are the top influencers DISCOVER CREATE ENGAGE 1 Tourism brands that really engage with consumers with owned and earned media 2 5 4 3 People Like Me (User generated content in tourism websites and BBS) Thought-leaders, experts, famous travel writers Travel news portals and paid media social ads Others
  • 9. Chinese Tourists: What are the top channels DISCOVER CREATE ENGAGE CHANNEL Official Website Official website and sub-channels of tourism brands Consumer Communication & Event Promotion Reputation/Brand Building Issue/Crisis Management EXCELLENT OK EXCELLENT EXCELLENT Social Network Site Twitter: Sina Weibo Facebook: Kaixin001 and Renren.com EXCELLENT EXCELLENT EXCELLENT Wikipedia websites &Q&A Baidu 知道, Qihoo, 天涯问答 and others Tourism Websites Lotour.com, Ctrip.com Tourism Online Community(BBS) bbs.8264.com EXCELLENT EXCELLENT GOOD EXCELLENT GOOD GOOD GOOD EXCELLENT
  • 10. Chinese Tourists: What content will engage consumers DISCOVER CREATE ENGAGE Hot Searching Words on Out-Bound Tourism Travel Tips 攻略 Food 饮食 Fun 有趣 Romance 浪漫 / 艳遇 ? Photo 照片 Animal 动物 Scenery 风景 Exotic Culture 异域文化 Partner 旅伴 Sharing 分享
  • 11. CREATE
    • Digital engagement strategy and tactics
    • Content and Context to engage tourists
    • Channels that serve as engagement hub
    • Ambassador and Envoys to influence others
  • 12. Digital Engagement Strategy DISCOVER CREATE ENGAGE
  • 13. Digital Engagement Tactics DISCOVER CREATE ENGAGE PRIMARY ACTIVITY
    • Contact
    • Contact key influencers
    • Respond to online queries
    • Participate in conversation
    • Collaborate
    • Integrate offline and online assets
    • Initiate cross-media campaigns to maximize UGC
    • Engage
    • Engage consumers for positive UGC
    • Engage online influencers
    SUPPORTING ACTIVITY
    • Listen
    • Tourists’ buzz
    • Consumer expectation
    • Create
    • Create online info &interaction hubs
    • Create and seed multimedia content to address queries
    • Social ads
    • Synthesize
    • Develop content under context
    • Determine channels and tools
    • Determine partners/vendors
    Social Media Policy Online Ambassadors and Envoy Collaboration: online and offline channel and content maximization SEO and Social Media Optimization (SMP)
  • 14. Content DISCOVER CREATE ENGAGE Engaging Content Framework
  • 15. Useful Value Content DISCOVER CREATE ENGAGE Useful value is more commonly referred to as brand utilities. Useful value content will provide content for Chinese tourist to easily plan and execute their tourism in SA and WA through Singapore Airline. Save Time Make easier Enable Leverage the mini-site to provide useful information and on-stop solutions for tourists to save time when they plan and execute their tourism Make easier for Chinese tourists to understand SA and EA and how to book Singapore Airlines as well as other information gathering and sharing Provide content that enable Chinese tourists to make easy and effective tourism decisions Enable Chinese tourists with dreams to tour SA and WA through information/tips/monetary offering/support
  • 16. Entertainment Value Content DISCOVER CREATE ENGAGE Entertainment value is more commonly referred to as branded entertainment. This will help generate key message among Chinese tourists and attract attentions. Video Photos and infographics Humor SA , WA and Singapore Airlines branded videos as well as tourists generated videos featuring their tourism experience SA , WA and Singapore Airlines branded videos as well as tourists generated videos featuring their tourism experience. The infographics illustrating a fantastic travel in SA, WA via Singapore Airlines Humor content and other entertaining content that give SA, WA and Singapore Airline a “human face” and easily create viral content that outreach to more Chinese tourists
  • 17. Monetary Value Content DISCOVER CREATE ENGAGE Monetary value is the social equivalent of the conventional sales promotion or PR activity. So it could be a simple voucher like the discount voucher or a competition run in conjunction with an influential blogger/community leaders/tourism website partners. Rewards Vouchers Prizes Reward online partisans who actively buzz about SA, WA and Singapore Airlines tourism programs Discount vouchers/coupons who registered and participate in related online initiatives and campaigns Prizes to online competition/initiatives who helps promote SA, WA and Singapore Airlines campaigns Free trials Eye-catching and word of mouth campaigns to give free trails/flight/accommodation to online competitions winners and selected top influencers
  • 18. Information Value Content DISCOVER CREATE ENGAGE Information value, in the form of knowledge and thought leadership, can be produced in various formats e.g. video interviews, slideshare presentations and blog posts (like this one ;). Information Gossip Branded and user generated information about SA, WA and Singapore Airlines travel information/tips/picture gallery User generated information/content about SA, WA and Singapore Airlines travel
  • 19. Personal Value Content DISCOVER CREATE ENGAGE Personal value is a particularly interesting content, as it often provides social content that is extremely compelling. Select and profile some Chinese tourists and their travel stories will be personal value content that create compelling online narrative. Exposure Satisfaction Provide the opportunity for tourists to share and show self- generated content Engage with their tourists to recognize them and encourage them Fame Select and profile some Chinese tourists as tourism envoys/special guests
  • 20. Content: User Generated Content Sample DISCOVER CREATE ENGAGE Earned content My tour to South Australia is great and the flight with Singapore Airlines is fantastic. I am planning to go back again in coming XX months. I recommend you to come if you have a chance. I would like to share some story/photos/video from my exciting tour to Australia last month. Here are my tips for anyone who are planning a South Australia tour. First..Second… Wanna know some things cool about tourism Australia, please check the the site here…
  • 21. Channels DISCOVER CREATE ENGAGE
  • 22. Channel for SA DISCOVER CREATE ENGAGE 数字营销,传统广告, 公关活动, SEO , 网站合作 Lotour.com SA mini-site Sina Weibo Tourism BBS Top bloggers
  • 23. Owned Channels: Mini-site DISCOVER CREATE ENGAGE
    • What’s it:
    • A mini-site for South Australia as an information hub and engagement platform to create awareness of South Australia tourism and facilitate travelling for Chinese tourists.
    • How it works:
    • Edelman will work with Beijing-based Creative & Design firm Notmt to build SA mini-site
    • Edelman will listen to online buzz to gain insights of consumer perceptions and consumer needs
    • Edelman will develop website content framework/engagement process/interactive design for SA websites
    • Edelman will work with Notmt in SA website SEO, website promotion to attract traffic for the website
    • Edelman will manage and update the content and address queries/comments from tourists
    • Outcomes :
    • Establish the website as the largest online hub and engagement platforms for SA tourism in China
    • Make the mini-site as one of the major sources and online community for potential tourists
  • 24. Owned Channels: Mini-site DISCOVER CREATE ENGAGE Sample Content & Engagement
  • 25. Owned Channels: Sina Weibo DISCOVER CREATE ENGAGE
    • What’s it:
    • SA Sina Weibo account is a SNS platform for SA to better listen to and engage with consumers to communicate brand/product messages .It is a consumer touch-point for users to directly get in touch with BlackBerry regarding any product or service related-queries they might have
    • Users will also have an option to ‘follow’ @SA.
    • How it works:
    • Edelman China will create and manage this account on behalf of SA, developing content based on a pre-approved framework
    • For each day, in addition to the service or product-related queries which get addressed to @SA, there will be a set of 5+ tweets which will be posted
    • @SA will serve as a platform to acquire fans which will be derived to SA mini-site
    • Outcomes :
    • Build SA a platform which could engage with consumer in real-time basis
    • Create awareness for SA and drive traffic to SA mini-stie
    • Engage top influencers and advocacy groups through @SA through content and incentive engagement
  • 26. Owned Channels: Sina Weibo example: HK Tourism Bureau Sina Weibo account DISCOVER CREATE ENGAGE
  • 27. Partner Channels: Lotour.com DISCOVER CREATE ENGAGE
    • What’s it:
    • Lotour.com is China’s lagrest tourism website and online community. Lotour.com will help to promote SA mini site as well as SA tourism among its 17 million daily visitors.
    • How it works:
    • Content partnership:
      • Establish a partnership with Lotour and exchange URLs
      • Online program promotion in Lotour
    • Program partnership
      • Participate in Lotour.com goGlable ( 玩转地球 ) program to promote SA tourism
    • Paid media:
      • Paid website banners/social ads though media buy
    • Outcomes :
    • Build awareness of SA tourism among tourists
    • Leverage Lotour’s goGlobal program to deliver key messages to potential consumers and create word of mouth of SA tourism through interactive sections of the program
    • Drive traffic to SA mini-site
  • 28. Partner Channels: Lotour.com DISCOVER CREATE ENGAGE 【玩转地球】 goGlobal goGlobal page: SA site URL here 【玩转地球】 Pic slide show 焦点图 UGC 网友互动状态 News 资讯 Ranking Travel story 游记、攻略 What’s hot Travel infotmation 旅游资源深度展示 DEMO
  • 29. Partner Channels:UU2UU DISCOVER CREATE ENGAGE 【玩转地球】 旅游资源深度展示 南澳 + 西澳 + 新航 感动新航 情动澳洲 Mini-site
  • 30. Earned Channels : BBS, Video Sharing and other channels DISCOVER CREATE ENGAGE
    • What’s it:
    • Tourism BBS, video sharing websites that allow SA to seed content and participate into real conversations with tourists to encourage positive online buzz of SA tourism
    • How it works:
    • Edelman will develop visual and rich-media content including pictures, videos to seed in China’s top tourism BBS community as well as video sharing websites
    • Tourism BBS:
      • Sohu Travel BBS channel
      • Sina Travel BBS channel
      • Tianya Travel online community
    • Video sharing websites:
      • Youku.com travel channel
      • Tudou.com travel channel
    • Outcomes :
    • Build awareness of SA tourism among tourists
    • Drive traffic to SA mini-site
  • 31. Earned Channels : BBS, Video Sharing and other channels DISCOVER CREATE ENGAGE 南澳 · 云朵尽头的蓝色 生活
  • 32. ENGAGE
    • Top influencers to create word of mouth
    • Tourists to drive engagement through all media channels
  • 33. Program 1 : SA &WA Romance 浪漫南澳 DISCOVER CREATE ENGAGE
    • Program Description:
    • A program encouraging consumers to share their marriage photos which will be read and voted by netizens. The top 6 winners will have be awarded with free flight tickets and other favorable treat to travel SA.
    • Execution:
    • The program will be launched and organized in SA mini-site with a special page devoted to photo/story sharing and voting.
    • The participants will be asked to share their romance story and marriage pictures which will be share in the special page.
    • The winners will be decided by votes they acquired and the top 6 ranked couples will have a chance to be treated as special guest of SA.
    • The winners will be requested to record their travel experience and will be selected and shared through SA owned, bought and earned media.
    • The program will be promoted through Sina Weibo, Lotour.com and BBS community
    • Edelman will develop detailed program policy and execution plan as next steps
  • 34. Program 1 : SA Romance 浪漫南澳 Milestone & Time-line DISCOVER CREATE ENGAGE
    • Planning and program policy: September, 2010
    • Mini-site special page development: October, 2010
    • Consumer recruitment and program promotion: December, 2010
    • Winners announcement: January, 2010
    • Winners’ tour to SA: January, 2010
    • Follow-up and content seeding: February, 2010
  • 35. Program 2 : explore SA 发现南澳 DISCOVER CREATE ENGAGE
    • Program Description:
    • A program gathering and inviting tourists to share their travel photo/story of SA. The program will leverage the tourists who are travelling or have been to SA to share their positive travel story to create word of mouth.
    • Execution:
    • The program will be launched and organized in SA mini-site with a special page devoted to photo/story sharing and voting.
    • The participants will be asked to share their travel story and marriage pictures which will be share in the special page.
    • The winners will receive signature and SA feature gifts from SA Tourism Commission
    • An offline gallery will be held based on the recruited pictures and stories. The related contented will be seeded in SA owned, paid and earned media.
    • The program will be promoted through Sina Weibo, Lotour.com and BBS community
    • Edelman will develop detailed program policy and execution plan as next steps
  • 36. Program 2 : explore SA 发现南澳 Milestone & Time-line DISCOVER CREATE ENGAGE
    • Planning and program policy: October, 2010
    • Mini-site special page development: October, 2010
    • Consumer recruitment and program promotion: November, 2010
    • Winners announcement: January, 2010
    • Offline gallery and content seeding: January, 2010
  • 37. Program 3 : define SA 心动南澳 DISCOVER CREATE ENGAGE
    • Program Description:
    • A program to engage top bloggers and community leaders to buzz positively about SA. The program will leverage third-party endorsement from top bloggers and community leaders to generate awareness of SA and shape online conversation.
    • Execution:
    • Outreach to and identify top bloggers and community leaders with interest in SA.
    • A retaining communication network will be built to keep them updated about SA news/tourism events/SA China programs.
    • They will be invited to attend SA offline events and will also serve as judges for Program 1 and Program 2.
    • They will be encouraged to write blogs/BBS stories about SA and related events through their owned channels.
    • Edelman will develop detailed program policy and execution plan as next steps
    • Time-line: On-going
  • 38. Program 3 : Top blogger sample DISCOVER CREATE ENGAGE