<ul><li>Providing Interactive Marketing and Social Media strategic advisory services  to travel and tourism organizations,...
Turmoil is harming APAC less than world Asia Pacific  5.6% United States  0.1% Europe  0.6% Source: Forecast growth in 200...
China is slowing but still growing China  9.3% Source: Forecast growth in 2009, International Monetary Fund, 2008 D RAGON ...
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 is one of the fastest growing  outbound travel markets in the world + 22 % since 2000 D RAGON T RAIL.COM  -  C HINA ...
Outbound Travel from China D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
Destinations Most Visited by Chinese D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
Most Non-Asian Destinations Visited (2007) D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
Dream Destinations  The United States is the most frequently cited dream destination for Chinese citizens, followed by Fra...
Online Travel Research in China <ul><li>According to CNNIC in 2005, the Internet is the preferred method for obtaining tra...
338 millions Internet users (June 2009) 92 % contribued to social media 43 % communicate via forums/discussion boards 41 m...
2008 > Global Tipping point Comscore: Dec 2008 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;  ...
China   Internet Facts User Characteristics 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...
Social Networking: everywhere Source: Universal McCann, Wave 3 2008 D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM % jo...
<ul><li>Consumer content drives local language </li></ul><ul><li>Chinese rising to number 1 </li></ul>English is not the f...
Chinese Online Participation and  Engagement is more vibrant than in the West Source: CIC Watch, 2008 D RAGON T RAIL.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
, Kaixin001 , Tom Source: Web2Asia Reviews Douban Flixster Micro-Blogging Fanfou, Digu, Taotao Twitter Bookmarking Zhuaxia...
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 It’s all about converting Influencers into Advocates
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
D RAGON T RAIL.COM  -  C HINA T RAVEL T RENDS.COM
Dragon Trail Team Founded by international  leading experts   in social media, e-tourism and travel technology  D RAGON T ...
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 specifically designed for a Chinese mobile foot print. Typical mobile websit...
10. EXPO 2010 Marketing We provide an innovative way for countries, tourism organizations, and brands to get online exposu...
Solutions & Bridges China experts and Canada experts partnership One-Stop-Shop solution <ul><li>Strategy </li></ul><ul><ul...
Toolbox Innovative marketing strategies that  leverage technology and new media   <ul><li>Social Media Presence on Chinese...
WINSER ZHAO – Social Media GEORGE CAO - Technology JENS THRAENHART - Strategy Contact us for more Information: [email_addr...
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Dragon Trail Summary Nov2009

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Dragon Trail Summary Nov2009

  1. 1. <ul><li>Providing Interactive Marketing and Social Media strategic advisory services to travel and tourism organizations, including intermediaries, hotels, and tourist boards that target the fast growing and lucrative Chinese leisure travel market. </li></ul>
  2. 2. Turmoil is harming APAC less than world Asia Pacific 5.6% United States 0.1% Europe 0.6% Source: Forecast growth in 2009, International Monetary Fund, 2008 D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  3. 3. China is slowing but still growing China 9.3% Source: Forecast growth in 2009, International Monetary Fund, 2008 D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  4. 4. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  5. 5. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  6. 6. China is one of the fastest growing outbound travel markets in the world + 22 % since 2000 D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  7. 7. Outbound Travel from China D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  8. 8. Destinations Most Visited by Chinese D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  9. 9. Most Non-Asian Destinations Visited (2007) D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  10. 10. Dream Destinations The United States is the most frequently cited dream destination for Chinese citizens, followed by France. “ The statue of Liberty is so famous as a national symbol – I would be eager to see it. The USA’s advanced economy is another attraction for me, as I want to experience this in-person.“ Traveler, Xian “ Hollywood in LA and Disneyland – such modern developments attract me to the U.S. very much.” Traveler, Wuhan “ Europe has a deep cultural background and is full of historical attractions. In addition, each historical attraction has its own style and this enables each different country in Europe to present a different culture.” Traveler, Chongqing “ You can go to see the glaciers and national parks in Canada – such natural sceneries are the most famous attractions of Canada.” Traveler, Wuhan D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM (n=7,000) United States 13% France 10% Australia 7% Japan 5% United Kingdom 4% Canada 4% Singapore 4%
  11. 11. Online Travel Research in China <ul><li>According to CNNIC in 2005, the Internet is the preferred method for obtaining travel information amongst Chinese Internet users. </li></ul>D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  12. 12. 338 millions Internet users (June 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
  13. 13. 2008 > Global Tipping point Comscore: Dec 2008 D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  14. 14. 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
  15. 15. China Internet Facts User Characteristics D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  16. 16. 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%
  17. 17. 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%
  18. 18. <ul><li>Consumer content drives local language </li></ul><ul><li>Chinese rising to number 1 </li></ul>English is not the future Source: Internet World Stats D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  19. 19. 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
  20. 20. That’s great, BUT..... D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  21. 21.
  22. 22. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  23. 23. , Kaixin001 , Tom Source: Web2Asia Reviews Douban Flixster Micro-Blogging Fanfou, Digu, Taotao Twitter Bookmarking Zhuaxia Digg Community HaiBaidu Myspace
  24. 24. 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
  25. 25. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM It’s all about converting Influencers into Advocates
  26. 26. 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
  27. 27. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  28. 28. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  29. 29. Dragon Trail Team 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. 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, 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
  39. 39. 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
  40. 40. Solutions & Bridges China experts and Canada experts partnership One-Stop-Shop solution <ul><li>Strategy </li></ul><ul><ul><li>Digital Marketing & Social Media </li></ul></ul><ul><ul><li>China Tourism Marketing </li></ul></ul><ul><li>Technology </li></ul><ul><ul><li>Website Development </li></ul></ul><ul><ul><li>Technology Applications </li></ul></ul><ul><li>Marketing </li></ul><ul><ul><li>Social Media & Content </li></ul></ul><ul><ul><li>Search Engine Optimization </li></ul></ul><ul><ul><li>Online Advertising </li></ul></ul>D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  41. 41. Toolbox Innovative marketing strategies that leverage technology and new media <ul><li>Social Media Presence on Chinese & Global Social Networks </li></ul><ul><ul><li>From major portal to long-tail niches </li></ul></ul><ul><li>Influencer Marketing by engaging expert bloggers to experience your product and talk about it </li></ul><ul><ul><li>Ex: Bloggers Fam Trips </li></ul></ul><ul><ul><li>Ex: Connections with celebrity bloggers </li></ul></ul><ul><ul><li>Ex: Online Message syndication </li></ul></ul><ul><ul><li>Ex. Travel Agent Ambassador Program </li></ul></ul><ul><li>Social Media Engagements Tools </li></ul><ul><ul><li>Ex: Dedicated widget </li></ul></ul><ul><ul><li>EX: Online community development </li></ul></ul><ul><li>Proprietary Technologies (eLearning, Meta Search, Trip Planner) </li></ul>D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  42. 42. WINSER ZHAO – Social Media GEORGE CAO - Technology JENS THRAENHART - Strategy 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: CHINA TRAVEL TRENDS . com

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