Dragon Trail China Digital Marketing and Social Media Case Study

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Presentation at the China Travel Distribution Summit 2010, in Beijing. Case Study about the China Social Media Campaign, executed by Dragon Trail

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Dragon Trail China Digital Marketing and Social Media Case Study

  1. 1. Relationships with: CHINA TRAVEL TRENDS . com
  2. 2. 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
  3. 3. 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
  4. 4. <ul><ul><li>GOAL: Increase Brand Awareness & Generate Demand 1. Culturally Relevant Chinese Website 2. Social Media Marketing 3. Social Media Campaign 4. Turning Captured Data into Intelligence 5. Leveraging Intelligence to build Relationships </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
  5. 5. <ul><li>Strategic Focus & KPIs: </li></ul><ul><li>Brand Awareness </li></ul><ul><li>Relationships </li></ul><ul><li>Sales </li></ul><ul><li>Build relevant web presence </li></ul><ul><li>Develop engaging content </li></ul><ul><li>Increase touch-points online </li></ul><ul><li>Drive traffic of interested individuals </li></ul><ul><li>Focus on capturing relevant Consumer data Online (and Offline) </li></ul><ul><li>Leverage data to qualify via targeted offers </li></ul><ul><li>Refer potential guests to tour operators and travel agents </li></ul><ul><li>Test direct sales online </li></ul>
  6. 6. DRAGON TRAIL CHINA CASE STUDIES
  7. 7. Banff National Park Chinese Web Site and Social Media marketing Case Study
  8. 8. <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). Registrations including name, email, mobile phone) </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><ul><li>After Week 6: 180,000 visits / 90,000 registrations </li></ul>Case Study: Canadian Rockies Social Media Contest D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  9. 9. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Step 1. Chinese Website
  10. 10. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  11. 11. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  12. 12. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Step 2. Social Media Marketing
  13. 13. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Micro-blog : http:// t .sina.com.cn/ canadianrockies D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  14. 14. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM SNS: www.kaixin001.com /canadianrockies D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  15. 15. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Video Sharing: http://u.youku.com/user_video/id_UMjQ5ODk5MjMy.html D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  16. 16. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Step 3. Website Launch Campaign
  17. 17. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  18. 18. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  19. 19. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  20. 20. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Total Website Visits: 198,631
  21. 21. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Total Email Sign-ups: 88,582
  22. 22. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Top P ublic D omains of Email Top C orporate D omains of Email @hotmail.com @yahoo.com @siemens.com @kone.com @163.com @189.cn @cn.ibm.com @damco.com @qq.com @yeah.net @sonyericsson.com @pg.com @126.com @vip.qq.com @alcatel-sbell.com.cn @dich.denso.com.cn @gmail.com @vip.sina.com @dhl.com @cn.ey.com @yahoo.com.cn @foxmail.com @amway.com @deloitte.com.cn @sina.com @sina.com.cn @hp.com @philips.com @sohu.com @263.net @cn.pwc.com @aia.com @139.com @live.com @hsbc.com.cn @freescale.com @yahoo.cn @vip.163.com @ge.com @nsn.com @21cn.com @msn.cn @cn.bosch.com @citiz.net @msn.com @eyou.com @wo.com.cn @sgs.com @tom.com @sina.cn @sc.com @shanghaigm.com @live.cn @QQ.com.cn @dell.com @mciqingdao.com
  23. 23. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Alexa Traffic Source Report
  24. 24. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  25. 25. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  26. 26. 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

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