Dragon Trail Presentation at the Social Media Panel at the China Travel Distribution Summit, September 2010

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Presentation at the China Travel Distribution Summit in Beijing, Sept 2010

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Dragon Trail Presentation at the Social Media Panel at the China Travel Distribution Summit, September 2010

  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. SEPTEMBER 15, 2010 BEIJING CHINA TRAVEL DISTRIBUTION SUMMIT
  3. 3. 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
  4. 4. 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.
  5. 5. Online Travel Research in China D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Source: Nielsen, 2009
  6. 6. Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  7. 7. 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
  8. 8. THE CHINESE SOCIAL MEDIA LANDSCAPE D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  9. 9. 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
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  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive
  16. 16. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive
  17. 17. 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
  18. 18. 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
  20. 20. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  21. 21. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  22. 22. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  23. 24. Chinese Video Sharing Website Tudou.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). 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
  25. 30. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  26. 31. Jeremiah Chen Assistant President Jinjiang Inn Jens Thraenhart Executive Partner Dragon Trail Hao Wu General Manager Daodao.com George Harb Regional Director, China Travelport GDS Elaine Lim Area Director, Northern China Singapore Tourism Board

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