China Travel Social Media-Dragon Trail- ITB March 2010

JENS THRAENHART Contact us for more Information: [email_address] www.DragonTrail.com Twitter: @DragonTrail Get insights & trends: www.ChinaTravelTrends.com Twitter: @CnTravelTrends Join our Community (soon) Member of: Follow me: LinkedIn: Thraenhart Twitter: @JensThraenhart Facebook: JensThraenhart E-Mail: Jens@DragonTrail.com CHINA TRAVEL TRENDS . com

Providing Interactive Marketing and Social Media strategic advisory services to travel and tourism brands, including cruise lines, hotels, and destinations that target the fast growing and lucrative Chinese travel market.

Outbound Travel from China D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

350 Million Internet Users equals 20% penetration in China (USA has over 80 % penetration) ; 80 Mill new users in 2008; equals 220,000 new users per day or 9,000 per hour China Internet Facts D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

Online Travel Research in China D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Source: Nielsen, 2009

384 millions Internet users (December 2009) 92 % contribued to social media 43 % communicate via forums/discussion boards 41 millions are « heavy » social media contributors 42 millions bloggers in China (more than in Europe and USA combined) China is one of the strongest country in the world with active consumers in social media platforms Source: www.cnnic.cn China Internet Network Information Center (CNNIC) D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

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 % Write their own blog 60%+ 40% -60% 30%-40% <30%

Social Networking: everywhere Source: Universal McCann, Wave 3 2008 D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM % joined a social network 70%+ 60% -69% 50%-59% <49%

Incredibly high Online Social Engagement D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
Social Engagement Comparison between China and US/Europe:
40 % Creators vs. 14% in US and 15%-20% in Europe
44% Critics vs. 16% in US and 13%-24% in Europe
34% Collectors vs. 11% in US and 4%-9% in Europe
25% of Inactives vs. 50% in US and 30%-55% in Europe

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

“ Social Media is the most influential communications medium in modern China” Two-thirds of surveyed public affairs executives – Edelman Media Influence Survey, November 2009 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

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 Source: CIC Watch, 2009

D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Source: SinoTech, 2010

D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM China Social Media Campaign by Pro Chile
Leverage the Chinese Blogosphere
Bloggers’ posts were aggregated in a campaign site (Zhiliwine.com)
Over 70,000 voted for their favorite articles
Social Media profiles were set-up and maintained to engage netizens (Chinese social media sites as well as international)
Blog posts were syndicated to social media sites and big portals
Short videos (webisodes) were created with tips (how to open a bottle of wine), and wine tastings, as well as tourism information about Chile.
Result: After only 3 months, Chilean wine climbed from the 5th to the 4 th rank as biggest wine exporter to China
Source: Ogilvy, 2010

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

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

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

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

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

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

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

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

9. Mobile Marketing We create mobile websites 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, Windows Mobile, 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

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

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China Travel Social Media-Dragon Trail- ITB March 2010

by Jens Thraenhart

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