Dragon Trail Summary Nov2009

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.

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

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

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 T RAVEL T RENDS.COM

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 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%

Online Travel Research in China
According to CNNIC in 2005, the Internet is the preferred method for obtaining travel information amongst Chinese Internet users.

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

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; 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

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.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%

Consumer content drives local language
Chinese rising to number 1
English is not the future Source: Internet World Stats D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

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

That’s great, BUT..... 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 Digg Community HaiBaidu Myspace

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

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 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

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

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, 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

Solutions & Bridges China experts and Canada experts partnership One-Stop-Shop solution
Strategy
Digital Marketing & Social Media
China Tourism Marketing
Technology
Website Development
Technology Applications
Marketing
Social Media & Content
Search Engine Optimization
Online Advertising

Toolbox Innovative marketing strategies that leverage technology and new media
Social Media Presence on Chinese & Global Social Networks
From major portal to long-tail niches
Influencer Marketing by engaging expert bloggers to experience your product and talk about it
Ex: Bloggers Fam Trips
Ex: Connections with celebrity bloggers
Ex: Online Message syndication
Ex. Travel Agent Ambassador Program
Social Media Engagements Tools
Ex: Dedicated widget
EX: Online community development
Proprietary Technologies (eLearning, Meta Search, Trip Planner)

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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Dragon Trail Summary Nov2009

by Jens Thraenhart on Dec 11, 2009

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