Your SlideShare is downloading. ×
JENS THRAENHART Get insights & trends: www.DragonTrail.com www.ChinaTravelTrends.com Twitter: @CnTravelTrends Join our Com...
Atlantis The Palm, Dubai Dragon Trail China Digital Marketing June 3, 2010 JULY 23, 2010 FT. LAUDERDALE, FL DMAI ANNUAL CO...
China   Market Overview <ul><li>Most populous country in the world  </li></ul><ul><li>World’s fourth largest economy </li>...
China Outbound Travel Data from China National Tourism Office and Global Insight – Global Travel Navigator May 2008 D RAGO...
<ul><li>China Outbound Tourism 2010:  </li></ul><ul><li>Greater interest in in-depth travels by Chinese travellers: </li><...
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM China has 21% of the global internet population – USA: 13% / Europe: 22%...
420 Million Internet Users equals 30% penetration in China  (USA has over 80 % penetration) ; 150 Mill new users in 2009; ...
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM 40 Million people access the Internet  only on their mobile phones (800 ...
The Internet has become the most popular medium for Chinese travellers seeking information about their trips  Source: Niel...
Online Travel Research in China D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM Source: Nielsen, 2009
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM The Internet is their most important information source for 84.3% of net...
Blogging: Asia leads 16-54 Active Internet Universe Estimates Source: Universal McCann Social Media Tracker D RAGON T RAIL...
 
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Intera...
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Intera...
Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive  D RAGON T RAIL.COM  -  C HINA T RAVEL T REN...
Digital Influence Index, June 2010
HOW TO BE SUCCESSFUL IN CHINA? <ul><li>RESEARCH: What do Chinese Travelers know about my destination or hotel and what do ...
<ul><li>Online Travel Brands </li></ul><ul><li>Ctrip </li></ul><ul><li>eLong </li></ul><ul><li>Mango City </li></ul>D RAGO...
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
 
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM  -  C HINA- O UTBOUND.COM  The first and only complete China solution fo...
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
 
 
 
<ul><li>No advertising (paid search, banner advertising, print) </li></ul><ul><li>Promotion via Chinese Social Media only ...
Official Hotel Reservation & Travel Planning Website for EXPO 2010 in Shanghai Have a look at the difference in Chinese vs...
 
CHINA SOCIAL MEDIA LANDSCAPE
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM It’s all about converting Influencers into Advocates
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM Platforms Understand Be useful Be live Videos: Youkou Images: Yupoo Micr...
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM Social Engagement
Blogger Relations: Influencer Marketing in Action D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
That’s great, BUT..... D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
 
 
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM Meet JingJing and Chacha.....
China’s digital media landscape is dominated by  local players . Government censorship Local players appeal  to domestic u...
Jesse Thomas & Brian Solis Conversation Prism  http://tinyurl.com/bsprism D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.CO...
THE CHINESE SOCIAL MEDIA LANDSCAPE D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
Source:  Chinese Social Technographics Revealed , 2009/01/23 Source:  New 2008 Social Technographics data reveals rapid gr...
Chinese Online Participation and  Engagement is more vibrant than in the West Source: CIC Watch, 2008 D RAGON T RAIL.COM  ...
The Power of the Internet Community in China: Redefining the Brand/Consumer Relationship D RAGON T RAIL.COM  -  C HINA T R...
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM “ Social Media is the most  influential communications  medium in modern...
How  influential  it is. <ul><li>56.3%  of users said that they “ got to know brands ” through online channels.  </li></ul...
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Intera...
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Intera...
But, be careful…. … .the Water Cooler Army is out!
CHINA SOCIAL MEDIA PLATFORMS
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
P1 | SNS for the Affluent Class D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM TripTM: Pre-Travel, During-Travel & Post-Travel
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM TripTM: Pre-Travel, During-Travel & Post-Travel
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
CHINA TRAVEL SOCIAL MEDIA CASE STUDIES
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM DESTINATIONS Switzerland Some  cool  things companies have done using  C...
<ul><li>The Switzerland Tourism Board in Beijing held a series of campaigns in China to attract more Chinese travellers, a...
- Wangshi, founder of Wanke Real Estate company. - Mountain Climber, and well known blogger in China. He has blogs in Sina...
Look at the clicks of a single post. D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
AIR LINES Lufthansa D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM Some  cool  things companies have done using  Chines...
Lufthansa Airline European Study Abroad Group  [32,654 members]
<ul><li>Leveraging one of the top Chinese Social Networks, Renren.com to develop “Lufthansa Airline European study abroad ...
<ul><li>1. General group intro </li></ul><ul><li>2. Blog:  all the blog articles are streamed from Lufthansa study abroad ...
13 Lufthansa individual destination account pages [total: 45,332 visitors, 8,903 friends]
DESTINATIONS New Zealand D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM Some  cool  things companies have done using  C...
NewZealand.com  - Homepage Trip Planner Partner Product  Placement Partner Product  Placement Trip Planner D RAGON T RAIL....
NewZealand.com  - Homepage Design Your  Own Trip User Feedback User Blogs User Video D RAGON T RAIL.COM  -  C HINA T RAVEL...
 
 
 
 
 
 
 
Chinese Video Sharing Website Tudou.com
 
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM China  Social Media Campaign by Pro Chile  <ul><li>Leverage the Chinese ...
DRAGON TRAIL CHINA MARKETING SERVICES
Dragon Trail Model Founded by international  leading experts   in social media, e-tourism and travel technology  D RAGON T...
<ul><ul><li>Guide Strategy Execution </li></ul></ul><ul><ul><li>Build a foundation for brand engagement (Social Media read...
1. Insight: Social Voices Extracting brand sentiments from millions of consumer reviews across the Internet in China. We t...
Design Your  Own Trip User Feedback User Blogs User Video D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM 2. Relevant Ch...
3. Chinese Social Engagement Automation   1.  Online Trip Planning Application If travelers book your travel related produ...
4. Chinese Digital Marketing Campaigns Holistic Campaign Execution Complete digital campaign execution from planning to me...
5. Grass-roots Local Social Media Marketing  Social Media Marketing If on our network of partner websites and blogs, or vi...
6. Influencer Marketing Influencer Marketing via Blogger Relations Leveraging extensive relationships with the Chinese cel...
7. Online Advertising Chinese Online Travel Advertising Leveraging our relationships to allow travel companies to place me...
8. Affiliate Marketing Providing incentives for websites and bloggers to feature sponsored content and write stories about...
9. Mobile Marketing We create mobile websites and applications specifically designed for a Chinese mobile foot print. Typi...
10. EXPO 2010 Marketing We provide an innovative way for countries, tourism organizations, and brands to get online exposu...
China Strategy –  How to win the consumer <ul><li>China is one of the fastest growing outbound travel markets in the world...
The Chinese Outbound Tourists will continue to  travel all over the world, are you ready for them? D RAGON T RAIL.COM  -  ...
How to market travel products to Chinese Consumers <ul><li>Online influencer marketing: creating a buzz of the product so ...
Presentation: http://www.slideshare.net/thraenhart/
 
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
Get insights & trends: www.DragonTrail.com www.ChinaTravelTrends.com Twitter: @CnTravelTrends Join our Community: www.Comm...
Upcoming SlideShare
Loading in...5
×

China Travel Social Media Marketing

4,470

Published on

Presentation at the Annual DMAI (Destination Marketing Association International) Annual Convention in July 2010 in Ft Lauderdale, Florida

Published in: Travel
1 Comment
7 Likes
Statistics
Notes
  • Please send me this ppt on neerajkr12@gmail.com
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
4,470
On Slideshare
0
From Embeds
0
Number of Embeds
22
Actions
Shares
0
Downloads
0
Comments
1
Likes
7
Embeds 0
No embeds

No notes for slide

Transcript of "China Travel Social Media Marketing"

  1. 1. JENS THRAENHART Get insights & trends: www.DragonTrail.com www.ChinaTravelTrends.com Twitter: @CnTravelTrends Join our Community: www.Community.ChinaTravelTrends.com Relationships with: Follow me: LinkedIn: Thraenhart Twitter: @JensThraenhart Facebook: JensThraenhart E-Mail: Jens@DragonTrail.com Gold Award Winner Product Innovation CHINA TRAVEL TRENDS . com
  2. 2. Atlantis The Palm, Dubai Dragon Trail China Digital Marketing June 3, 2010 JULY 23, 2010 FT. LAUDERDALE, FL DMAI ANNUAL CONVENTION
  3. 3. China Market Overview <ul><li>Most populous country in the world </li></ul><ul><li>World’s fourth largest economy </li></ul><ul><li>World’s third largest country by area </li></ul><ul><ul><li>Key cities and gateways include Beijing (15M), Shanghai (17.5M) and Guangzhou (10M) </li></ul></ul><ul><li>World’s #1 Internet users and mobile communications users </li></ul>D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  4. 4. China Outbound Travel Data from China National Tourism Office and Global Insight – Global Travel Navigator May 2008 D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM <ul><li>Travel Motivation </li></ul><ul><li>Rising Incomes </li></ul><ul><li>Easier to get visas, hard currency and passports </li></ul><ul><li>Travelling abroad for business and education inspires them to return to the same destinations for leisure </li></ul><ul><li>Travel (especially to Europe) as a status symbol </li></ul><ul><li>In-depth travel is becoming more popular than multi-country packages </li></ul><ul><li>Status, novelty, culture, shopping, time, cost, food </li></ul><ul><li>Travel Needs </li></ul><ul><li>Safety of a destination </li></ul><ul><li>Ease of getting a visa </li></ul><ul><li>Other factors: </li></ul><ul><li>-Natural Scenic Beauty </li></ul><ul><li>-Well-known landmarks </li></ul><ul><li>-Friendly local people </li></ul><ul><li>But… </li></ul><ul><li>Good Chinese food not always available </li></ul><ul><li>Quality level not according to Chinese expectations </li></ul>
  5. 5. <ul><li>China Outbound Tourism 2010: </li></ul><ul><li>Greater interest in in-depth travels by Chinese travellers: </li></ul><ul><li>The survey of the China Tourism Academy 2009/2010 shows that Chinese tour operators are increasing their range of products , meeting the growing demand for more sophisticated travel offers from Chinese customers. </li></ul><ul><li>Niche market and special interest products gain opportunities to attract Chinese visitors . </li></ul>D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  6. 6. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM China has 21% of the global internet population – USA: 13% / Europe: 22% / Asia: 43% Total Global Internet Users: 1,8 Billion / Europe: 425 Mill. / North America: 260 Mill. / India: 82 Mill.
  7. 7. 420 Million Internet Users equals 30% 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 hour China Internet Facts D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  8. 8. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM 40 Million people access the Internet only on their mobile phones (800 Million Mobile Subscribers in China) China Internet Facts
  9. 9. The Internet has become the most popular medium for Chinese travellers seeking information about their trips Source: Nielsen China Outbound Travel Monitor D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  10. 10. Online Travel Research in China D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Source: Nielsen, 2009
  11. 11. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM The Internet is their most important information source for 84.3% of netizens 420 million Internet users in July 2010, representing 30% of the Chinese population Most engaged country online: 92 % contributed to social media 85% of Chinese online users approve Internet Censorship More bloggers in China than in Europe and USA combined Source: CNNIC; Trendspotting; Forester; iResearch CHINA INTERNET USERS HAVE GROWN BY 1500% SINCE 2000
  12. 12. Blogging: Asia leads 16-54 Active Internet Universe Estimates Source: Universal McCann Social Media Tracker D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Source: Universal McCann, 2009 % Write their own blog 60%+ 40% -60% 30%-40% <30%
  13. 14. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive
  14. 15. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive Adoption of Internet Behavior by Country
  15. 16. Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  16. 17. Digital Influence Index, June 2010
  17. 18. HOW TO BE SUCCESSFUL IN CHINA? <ul><li>RESEARCH: What do Chinese Travelers know about my destination or hotel and what do they want? </li></ul><ul><li>SERVICE: Getting Ready for Chinese Tourists </li></ul><ul><li>MARKETING: Creating Buzz in the Chinese Market </li></ul><ul><li>SALES: Making your hotel or destination ‘easy-to-buy’ for Chinese Travelers </li></ul>
  18. 19. <ul><li>Online Travel Brands </li></ul><ul><li>Ctrip </li></ul><ul><li>eLong </li></ul><ul><li>Mango City </li></ul>D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  19. 20. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  20. 21. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  21. 22. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  22. 24. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM - C HINA- O UTBOUND.COM The first and only complete China solution for travel and tourism organizations A Consortium founded by COTRI & Dragon Trail, the publishers of ChinaTravelTrends.com Sales & Distribution Local Knowledge Marketing & Social Media Research & Insight Experience & Expertise Product Adaptation & Service Quality Win Chinese Tourists Solution
  23. 25. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  24. 29. <ul><li>No advertising (paid search, banner advertising, print) </li></ul><ul><li>Promotion via Chinese Social Media only </li></ul><ul><li>90 % Viral Spread ( over 90% of people who registered on were invited to join by their friends who had already signed up ) </li></ul><ul><li>After Week 1: 6,500 visits / 3,000 registrations </li></ul><ul><li>After Week 2: 30,000 visits / 8,000 registrations </li></ul><ul><li>After Week 3: 75,000 visits / 37,000 registrations </li></ul><ul><li>After Week 4: over 100,000 visits / over 50,000 registrations </li></ul>Case Study: Canadian Rockies Social Media Contest D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  25. 30. Official Hotel Reservation & Travel Planning Website for EXPO 2010 in Shanghai Have a look at the difference in Chinese vs. Western Website Design (both designed by us)
  26. 32. CHINA SOCIAL MEDIA LANDSCAPE
  27. 33. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM It’s all about converting Influencers into Advocates
  28. 34. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  29. 35. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  30. 36. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Platforms Understand Be useful Be live Videos: Youkou Images: Yupoo Micro-Blog: Sina Bookmark: Zhuaxia SNS: RenRen Social Space Networks Plan/iterate Measure Active listening Aggregation Outreach Moderation APIs Social Spaces Framework Principles Processes Widgets / tools Editorial Optimise assets M&S assets On-site UGC Connecting Research & Listen Curation Content
  31. 37. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Social Engagement
  32. 38. Blogger Relations: Influencer Marketing in Action D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  33. 39. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  34. 40. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  35. 41. That’s great, BUT..... D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  36. 44. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Meet JingJing and Chacha.....
  37. 45. China’s digital media landscape is dominated by local players . Government censorship Local players appeal to domestic users D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  38. 46.
  39. 47. Jesse Thomas & Brian Solis Conversation Prism  http://tinyurl.com/bsprism D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM THE WESTERN SOCIAL MEDIA LANDSCAPE
  40. 48. THE CHINESE SOCIAL MEDIA LANDSCAPE D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  41. 49. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  42. 50. Source: Chinese Social Technographics Revealed , 2009/01/23 Source: New 2008 Social Technographics data reveals rapid growth in adoption , 2008/10/20 CHINA SOCIAL MEDIA DOMINATES THE US: Chinese netizens are more engaged in creating/sharing content D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  43. 51. Chinese Online Participation and Engagement is more vibrant than in the West Source: CIC Watch, 2008 D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  44. 52. The Power of the Internet Community in China: Redefining the Brand/Consumer Relationship D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  45. 53. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM “ Social Media is the most influential communications medium in modern China” Two-thirds of surveyed public affairs executives – Edelman Media Influence Survey, November 2009
  46. 54. How influential it is. <ul><li>56.3% of users said that they “ got to know brands ” through online channels. </li></ul><ul><li>58.7% actually made purchase decisions based on user-generated online info (compared to only 19% in U.S.). </li></ul><ul><li>Even when not making a purchase, 89.9% of users still pay attention to online word of mouth.* </li></ul><ul><li>Travellers will search for destination information online ( 61% of leisure trips taken), and then turn to online travel discussion forums (48%) to fine-tune their plans. Nielsen China Outbound Travel Monitor, 2009 </li></ul>81% of BBS and blog users check online word of mouth before purchasing a product.* *Source: “ Making Sense of Internet Word of Mouth.” CIC 2009. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  47. 55. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive
  48. 56. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive
  49. 57. But, be careful…. … .the Water Cooler Army is out!
  50. 58. CHINA SOCIAL MEDIA PLATFORMS
  51. 59. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  52. 60. P1 | SNS for the Affluent Class D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  53. 61. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  54. 62. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  55. 63. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  56. 64. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  57. 65. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  58. 66. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  59. 67. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM TripTM: Pre-Travel, During-Travel & Post-Travel
  60. 68. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM TripTM: Pre-Travel, During-Travel & Post-Travel
  61. 69. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  62. 70. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  63. 71. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  64. 72. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  65. 73. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  66. 74. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  67. 75. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  68. 76. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  69. 77. CHINA TRAVEL SOCIAL MEDIA CASE STUDIES
  70. 78. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM DESTINATIONS Switzerland Some cool things companies have done using Chinese social media:
  71. 79. <ul><li>The Switzerland Tourism Board in Beijing held a series of campaigns in China to attract more Chinese travellers, and to position Switzerland as the prime destination for Mountain Climbers. </li></ul><ul><li>IMAX film screening festival – invited infuencers and media </li></ul><ul><li>Invited a Celebrity Blogger to Switzerland </li></ul>D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  72. 80. - Wangshi, founder of Wanke Real Estate company. - Mountain Climber, and well known blogger in China. He has blogs in Sina. And Sohu. Look at the number of the readers. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  73. 81. Look at the clicks of a single post. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  74. 82. AIR LINES Lufthansa D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Some cool things companies have done using Chinese social media:
  75. 83. Lufthansa Airline European Study Abroad Group [32,654 members]
  76. 84. <ul><li>Leveraging one of the top Chinese Social Networks, Renren.com to develop “Lufthansa Airline European study abroad group” </li></ul><ul><li>Lufthansa’s 13 individual Renren.com accounts – 12 accounts base on its flight destination in Europe (Lufthansa German, France, Ireland, Italy, Switzerland, England, Finland, Spain, Holland, Sweden, Norway, Belgium), plus a “Lufthansa study abroad” account which streams blog content to the main group. </li></ul><ul><li>For those 12 countries, each one has a brand ambassador – a student who is currently studying in that country. People can easily go to those students’ Renren pages from Lufthansa country homepages and check out their European studying experience. </li></ul>Case Study: Lufthansa D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  77. 85. <ul><li>1. General group intro </li></ul><ul><li>2. Blog: all the blog articles are streamed from Lufthansa study abroad account’s blog, which introduces Lufthansa’s history, flight knowledge, and some promotional events. Some popular articles have been viewed around 500 times, and average ones have around 100 views. </li></ul><ul><li>3. Video: most videos are introduction of Lufthansa’s flight and server, the rest are (ambassador’s) European life experience. It seems that those experience videos are generally popular than the rest ones. One video introduces Venice has been viewed 3,148 times, but those Lufthansa info ones only got averagely 50 views. </li></ul><ul><li>4. Images: all seem to be advertising images, so haven’t got much feedback. </li></ul><ul><li>5. Forum: this is the most active section in the group. The forum has already built up 442 topics cover 4 areas (travel, visa, life, education), where students interacting with each other, asking study abroad questions and sharing personal experience. </li></ul><ul><li>6. Promotion & entertainment: on the sidebar, there are couple banners announcing discount information from Lufthansa. There is also an entertainment area where group members can play Lufthansa branded mini game, download Lufthansa ring tone, etc. </li></ul>Case Study: Lufthansa D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  78. 86. 13 Lufthansa individual destination account pages [total: 45,332 visitors, 8,903 friends]
  79. 87. DESTINATIONS New Zealand D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Some cool things companies have done using Chinese social media:
  80. 88. NewZealand.com - Homepage Trip Planner Partner Product Placement Partner Product Placement Trip Planner D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  81. 89. NewZealand.com - Homepage Design Your Own Trip User Feedback User Blogs User Video D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  82. 97. Chinese Video Sharing Website Tudou.com
  83. 99. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM China Social Media Campaign by Pro Chile <ul><li>Leverage the Chinese Blogosphere </li></ul><ul><li>Bloggers’ posts were aggregated in a campaign site (Zhiliwine.com) </li></ul><ul><li>Over 70,000 voted for their favorite articles </li></ul><ul><li>Social Media profiles were set-up and maintained to engage netizens (Chinese social media sites as well as international) </li></ul><ul><li>Blog posts were syndicated to social media sites and big portals </li></ul><ul><li>Short videos (webi-sodes) were created with tips (how to open a bottle of wine), and wine tastings, as well as tourism information about Chile. </li></ul><ul><ul><li>Result: After only 3 months, Chilean wine climbed from the 5th to the 4 th rank as biggest wine exporter to China </li></ul></ul>
  84. 100. DRAGON TRAIL CHINA MARKETING SERVICES
  85. 101. Dragon Trail Model Founded by international leading experts in social media, e-tourism and travel technology D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM NETWORK E-MARKETING CONTENT STRATEGY TECHNOLOGY SOCIAL MEDIA
  86. 102. <ul><ul><li>Guide Strategy Execution </li></ul></ul><ul><ul><li>Build a foundation for brand engagement (Social Media ready and Search Engine optimized Website for the Chinese Market) </li></ul></ul><ul><ul><li>Create online touch-points </li></ul></ul><ul><ul><li>Develop relevant content </li></ul></ul><ul><ul><li>Maintain, monitor, engage, and evaluate </li></ul></ul><ul><ul><li>Gain insights from data and social media </li></ul></ul><ul><ul><li>Combine and offline and online tactics </li></ul></ul><ul><ul><li>Drive campaigns that convert </li></ul></ul><ul><ul><li>Increase revenues </li></ul></ul>Dragon Trail Digital Marketing Execution D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM DRAGON TRAIL PROPRIETARY MULTI-TOUCHPOINT RING STRATEGY COMP - CHINA ONLINE MARKETINGPLATFORM CIMS - CHINA INFLUENCER MARKETING SYSTEM CRM – CUSTOMER RELATIONSHIPS SALES
  87. 103. 1. Insight: Social Voices Extracting brand sentiments from millions of consumer reviews across the Internet in China. We then turn that knowledge into action, shaping campaigns to increase awareness, revenues, and data capture. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  88. 104. Design Your Own Trip User Feedback User Blogs User Video D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM 2. Relevant Chinese Website Presence Development
  89. 105. 3. Chinese Social Engagement Automation 1. Online Trip Planning Application If travelers book your travel related product online, you have a great opportunity to engage them in pre-trip planning and post-trip sharing with a white label solution backed by advanced technologies and services. 2. Social Engagement Tools Besides maintaining your existing Chinese websites, we can develop custom social networks and communities, forums and blogs, online games, as well as widgets that encourages your consumers to engage with your content, and create a viral loop that spreads around and creates buzz. These tools are designed to achieve certain objectives, such as capturing data, increasing awareness, or referring leads and booking travel. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  90. 106. 4. Chinese Digital Marketing Campaigns Holistic Campaign Execution Complete digital campaign execution from planning to measurement, understanding the target market based on goals and budget, and focused on achieving the highest possible ROI (Return on Investment) and ROE (Return on Engagement). D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  91. 107. 5. Grass-roots Local Social Media Marketing Social Media Marketing If on our network of partner websites and blogs, or via platforms such as micro-blogging (i.e. Twitter), or writing on our own lifestyle cluster websites, blogs, and wikis, we ensure that your message gets out to the targeted audience, the “old-fashioned way”, by crafting customized messages and posting them manually. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  92. 108. 6. Influencer Marketing Influencer Marketing via Blogger Relations Leveraging extensive relationships with the Chinese celebrity blogging community, we organize highly targeted and specific Blogger Fam Trip Tours of Chinese bloggers to destinations globally, in order to tap into networks of influencers to increase brand awareness. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  93. 109. 7. Online Advertising Chinese Online Travel Advertising Leveraging our relationships to allow travel companies to place media on Chinese portals, travel and lifestyle websites, social networks, and blogs. Search Engine Marketing Bidding on relevant and competitive keywords on Chinese search engines, such as Baidu, Yahoo and Google China, are important to get traffic to the various websites and online campaigns. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  94. 110. 8. Affiliate Marketing Providing incentives for websites and bloggers to feature sponsored content and write stories about the brand’s products and services, are vital to get the word out and build strong relationships. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  95. 111. 9. Mobile Marketing We create mobile websites and applications specifically designed for a Chinese mobile foot print. Typical mobile websites contain 15-20 pages including animated photo galleries, one click direct dial to the travel suppliers and links to popular social media sites. Additionally, special coding to automatically detects and redirect visitors using Apple iPhones, Nokia, Android, and Blackberry devices, or other mobile platforms. To display the most appropriate website rendering, all seamlessly to the user. A customized Mobile Content Management System (M-CMS) enabling clients to easily modify their mobile website in real time. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  96. 112. 10. EXPO 2010 Marketing We provide an innovative way for countries, tourism organizations, and brands to get online exposure during the EXPO to either get their message out, or promote certain events during the EXPO period. Dragon Trail is managing the official EXPO 2010 hotel reservation website on behalf of the of the official hotel reservation provider for EXPO 2010. In addition, Dragon Trail has set up linked profiles on the major and minor Chinese social networks, blogs, micro-blogs, and web portals in order to disseminate content and drive traffic to specific branded EXPO web and mobile sites. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  97. 113. China Strategy – How to win the consumer <ul><li>China is one of the fastest growing outbound travel markets in the world </li></ul><ul><li>China has the highest number of internet users </li></ul><ul><li>China is the most engaged country online by contributing and participating in social media </li></ul><ul><li>Within the 18-40 age group in major cities the market penetration of internet users is 60-70% and among university educated Chinese, the level is over 90%. </li></ul><ul><li>Chinese consumers heavily use the internet to make their purchase decision while still using travel agents for final transactions </li></ul>D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  98. 114. The Chinese Outbound Tourists will continue to travel all over the world, are you ready for them? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  99. 115. How to market travel products to Chinese Consumers <ul><li>Online influencer marketing: creating a buzz of the product so the client makes up the mind before visiting the travel agent </li></ul><ul><li>Chinese consumers heavily use the Internet to make purchase decisions </li></ul><ul><li>Travel agents in China recommend travel packages that they have either known or offer the best incentives if the consumer does not have a special destination in mind </li></ul><ul><li>To be in the consumers mind prior to contact a travel agent is the target </li></ul><ul><li>Have a Chinese website and leverage social media websites with touch points to drive traffic back to the website in order to spread the word about the brand , capture consumer data, and start communicating with the consumer </li></ul>D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  100. 116. Presentation: http://www.slideshare.net/thraenhart/
  101. 118. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  102. 119. Get insights & trends: www.DragonTrail.com www.ChinaTravelTrends.com Twitter: @CnTravelTrends Join our Community: www.Community.ChinaTravelTrends.com E-Mail: [email_address] Relationships with: CHINA TRAVEL TRENDS . com

×