Building a Digital Marketing and Social Media Strategy in China
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Building a Digital Marketing and Social Media Strategy in China

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    Building a Digital Marketing and Social Media Strategy in China Building a Digital Marketing and Social Media Strategy in China Presentation Transcript

    • OCTOBER  21,  2013   hotel  TECHNOLOGY  CONFERENCE  –  SINGAPORE   NUANCES  OF  DIGITAL  MAREKTING  IN  ASIA  AND  CHINA  
    • Digital Innovation Asia   DIGITAL  INNOVATION  ASIA  (DIA)  IS  AN  INITIATIVE   PROMOTING  TECHNOLOGY,  SOCIAL,  AND  MOBILE   IN  TOURISM…     -  Strategically aligned with the Pacific Asia Travel Association (PATA), and endorsed by the World Tourism Organization (UNWTO), the Association of South East Asian Nations (ASEAN), the Mekong Tourism Coordinating Office (MTCO), the Tourism Technology Association (TTA), Global Business Travel Assoc. (GBTA), and SKAL. -  The first DIA events were successfully launched beginning of June, featuring the first annual Digital Innovation Asia Awards in Bangkok -  DIA is overseen by the DIA Council (made up of senior e-commerce professionals from hotel companies, tourist boards, and airlines) -  DIA is platform committed to bringing Digital Innovation to travel and tourism in Asia via collaboration, sharing, and networking
    • CHINA  SOCIAL  MEDIA  BOOT  CAMP  
    • BLOGGER MATCH-UP 2013 June 2013 - Bangkok, Thailand     Travel Bloggers & Travel Suppliers Speed-Dating Bloggers Match-Up Boot Camp … Understanding and Working with Travel Bloggers
    • SOCIAL Facebook rules the social media space, but is having a hard time in China & Japan. Facebook  rules,  at  least  in  Europe,  US  and  Australia.  No  other  network   reaches  the  96%  awareness  and  62%  usage  level  of  Facebook.  If  we  take  a   look  at  both  awareness  and  membership,  TwiYer  and  MySpace  are  number   two  and  three  social  media  in  Europe.       Given  the  fact  that  LinkedIn  is  a  professional  network,  it  is  worth  poin[ng  out   that  this  network  ranks  fourth,  both  in  terms  of  awareness  and  membership.       On  European  level,  Vkontakte  (a  Facebook  look-­‐alike)  is  a  strong  network  in   Russia  and  Ukraine.  In  a  broader  perspec[ve,  Qzone  (China)  and  Orkut   (Brazil,  India)  are  network  sites  to  take  into  account.     Facebook  has  lower  penetra[on  rates  in  China  and  Japan.  
    • Chinese  versus  Western  Social  Media •  YouKu   n   Video  Sharing   •  Weibo     n  TwiYer  +Some   Facebook   •  Renren       n  Facebook   •  Tencent       (QQ)   n  MSN/Gchat,   Yahoo  Chat  etc.     n  The  website   formerly  known     as  MySpace   n  Whatsapp  or  Line   •  Douban     •  Weixin   (Wechat)                                                                                                      
    • Top  10  Social  Media  Sites  in  China  
    • 16
    • Sina  Weibo:       Most  acKve  social   media  plaMorm  in   China  (2nd  globally   aPer  Facebook).     27  million  (9%)  of   the  400  million   users  checking  in   every  day,  and   more  than  100   million  posts   every  24  hours.   Source:  Digital  Influence  Index  2010  –  Fleichman  Hillard  &  Harris  InteracKve     (Sept.  2012)  
    • Online  to  Offline  MarkeKng  (O2O)   THE  FASTEST   GROWING     SOCIAL  MEDIA   PLATFORM     IN  CHINA…..     WEIXIN  (OR  WECHAT)  –  BY   TENCENT     WESTERN  EQUIVALENT:   WHATSAPP  
    •    How  to  use  Wechat  for  markeKng  ?
    • Source:  Digital  Influence  Index  2010  –  Fleichman  Hillard  &  Harris  Interac[ve    
    • Social  Media   has  become   the  most   influenKal   media  channel   in  modern   China.           Source:   McKinsey   Consul:ng       The  Internet   has  become   the  most   popular   medium  for   Chinese   travellers   seeking   informaKon   about  their   trips         Source:  Nielsen   China   Outbound   Travel  Monitor    
    • China  MarkeKng  Approach:  Either?   Clicks   Bricks   or   •  Over  520  milion  users   •  92%  social  media  engaged   •  Web  =  THE  source  of  informa[on   •  Call  to  Ac[on   •  Digital  WOM  >  Retail  Marketplace  
    • China  MarkeKng  Approach:  Both!   &   All  Touch  Points  -­‐  Reach  consumer  online  and   offline  in  integrated  way    
    • China  Travel  DistribuKon:  Travel  Agencies  –  Online  +  Offline  
    • Reaching  the  fastest   growing  affluence  in   China  –  in  Tier  2,3,4,   and  5  ciKes     It  is  not  possible  via   tradiKonal  methods   of  trade,  media,  and   events  alone.  
    • HOW  TO  LEVERAGE  THE  MOST     IMPORTANT  CHINA  TRAVEL  TRENDS   CHANGING     CHINESE   TRAVELER   GROWING   INTERNET   INFLUENCE   HIGH   SOCIAL  MEDIA   ENGAGEMENT   SHARING   EXPERIENCES   VIA  SOCIAL   AND  MOBILE   INSPIRE  VIA  VISUAL  CONTENT   INCREASED   MOBILE   ACCESS  
    • 36   Currently  8%  of  the  world’s  online   popula[on  lives  in  China.     By  2015  this  will  be  over  20%.   Source: Journey Etc. (http://www.journeyetc.com/)
    •   2012:    1  Billion  Mobile  Users  &   400  Million  Mobile  Internet  Users    (CNNIC)  –  40%   -­‐-­‐-­‐   2015:    1.3  Billion  Mobile  Users  &   1  Billion  Mobile  Internet  Users    (Forrester  Research)  –  80%    
    • WHO  IS  THE  CHINESE  CONSUMER  ?  
    • THE  NEW  CHINESE  CONSUMER   I’ve  seen  the  sights.     I  want  to  be  inspired.   I  work  hard  and  am  successful;     I  want  to  get  the  most  out  of   life.   I  am  not  looking  for  the   ordinary  &  am  prepared  to  pay   for  something  different.    
    • MOST  IMPORTANT  FACTORS     IN  A  HOLIDAY  DESTINATION  
    • Sharing  photos  via  social  media  
    • Imagine… a Chinese consumer visits your hotel or destination, takes a photo, and posts it on his or her Chinese social media profile to share the experience. Unfortunately you would never know! Lost Opportunity! TripShow.com aggregates the visual content posted by travelers on Weibo.com to inspire future Chinese travelers. Tripshow.com helps brands aggregate inspiring images captured by Chinese travelers on social media (Sina Weio) to visually market a brand, and identify their most valuable fans.   It is a visual marketing platform and social media application for travel organizations looking to market to Chinese consumers. It helps them to automatically aggregate beautiful and relevant pictures from various social media platforms, organize by theme or itinerary, and display with rich media to inspire travelers. It is also a perfect platform for organizations to identify their most active followers, manage social CRM and run digital campaigns.
    • Tripshow   home   screen
    •    How  Consumers  interacts  with  Tripshow Step  2:     Step  1:     Step  3:     Posted  onto  Weibo   A  photo   Photo  automa[cally  collected     by  a  consumer  &  tagged  with  Tripshow   on  Tripshow     Hash  tag  
    • How  Consumers  interacts  with  Brands   Chinese  Consumers  Browse  Brand  Profiles  for  Inspira[on  and  Ideas  on  Where  to  Travel  and   Stay   ü See  which  hotels  have  lep  the   strongest  impressions  on  their  guests,   or  which  des[na[ons  have  generated   the  most  inspiring  images.   ü Chinese  consumers  visit  dedicated   lis[ngs  pages  to  browse  for  brands  and   ideas  on  where  to  travel  and  where  to   stay  
    • What  Do  Consumers  Gain?   Collect  and  showoff   badges  from  brands   An  easy  way  to  organize   photos  on  social  media   A  Travel  Social   Network  plaqorm   A  comparison  tool   with  lis[ngs   A  typical  Tripshow  home  page   A  personal  Homepage  to   connect  with  friends,   and  share  photos   A  tool  to  store  trip   plans  and  i[neraries  
    • Why  brands  are  using  Tripshow.com   Create  IKneraries   Integrate  i[neraries  or  packages  built  by  companies  and  contributed  by  consumers Suggest   IKneraries     Illustrate  the   trip  with  day   by  day   pictures   provided  by   consumers    
    • Why  brands  are  using  Tripshow.com   Run  Campaigns  &    Interact    with  Users   Get  more  users  to  follow    you  through  campaigns  
    • Why  brands  are  using  Tripshow.com   Reward  Your  Loyal  Followers  and  past  guests   Collec[ng  badges  from  favorite  brands  and  showing  them  off    is  an  important  part  of  the  Chinese  online   consumer  experience.   Design   customized   brand  badges   And  give  them   out  to  reward   your  most   loyal  followers  
    • Why  brands  are  using  Tripshow.com   Social  CRM:  Get  To  Know  Your  Followers  and  Interact  Comment  on   pictures                posted  by   users  and                incite   interacKon User:  Dubai!  @tripshow  @DubaiTourism Dubai  Tourism:  Dubai!  Lets  twist  together Ranking  of  Fans  based  on  Ac[vity,     Influence,  and  Interest. User:  Dubai  really  is  an  architect’s  paradise!
    •   WHERE  DO  WE  GO  FROM  HERE?    
    • Dragon  Trail  InteracKve   Localized  Web   Presence     •   Chinese  web  site          Development   •   SEO/SEM   •   Email  Marke[ng   Social  Media   Management     •   Social  media  program        management   •   Social  media  campaign        development  &          execu[on   Integrated  Digital   Campaigns     •   Media  Management •   Campaign  Management •   Media  Ac[vity Advanced  Technology     SoluKons     •   Chinatravelbuzz.com   •   Tripshow.com   •   Social  Media        Applica[ons  
    • Chinese Travel Social Multi-media Platform. Visual content aggregation of trips via web and mobile.
    • www.chinatraveltrends.com            |            www.chinatraveltrendsbook.com    
    • China  Travel  Social  Media  Seminars   “This   was   a   very   important   and   insighqul   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  beYer  off  if  we  take  part  and   try  to  influence  it."       Oliver   Sedlinger   -­‐   China   Director,   German  Na:onal  Tourist  Board  (DZT)   Select  Speaking     Engagements:    DRAGONTRAIL.COM            -­‐            CHINATRAVELTRENDS.COM  
    • SAVE  THE  DATE:       BANGKOK,  THAILAND  &  YANGON,  MYANMAR   JUNE  2014  
    • Contact  me:     LinkedIn:       Thraenhart   Twimer:   @JensThraenhart   Facebook:       Thraenhart   E-­‐Mail:   Jens@DragonTrail.com   Instragram:   Thraenhart