While many organizations opt to hire a Chinese bureau to “operate” their Chinese social media activities, Wonderful Copenhagen has chosen to do it themselves: promoting Copenhagen from Copenhagen by Copenhageners – in Chinese. Signe Jungersted and her colleague Dan Schou will explain the background of this choice – and what it entails. Focusing on culture, traditions, language, life-philosophy, food and updated info on things “going down” – aspects that the vast majority of Chinese travel sites lack – Wonderful Copenhagen strives to create unique content on Chinese social platforms. Moreover, despite the fact that Copenhagen’s Chinese platforms are still young, efforts are already paying off. In Jan 2015, Copenhagen was voted Top 10 Best Potential Travel Destination by the biggest Chinese OTA, Ctrip – based on a 280 pct increase in sales of travel products to Copenhagen and 120 pct. increase in searches for Copenhagen. Wonderful Copenhagen will share experiences, challenges and results associated with building and running different platforms on Chinese social media – and how they managed to engage not only with Chinese visitors to Copenhagen and Copenhagen’s Chinese community, but also with Chinese netizens more than 8000 kilometres away. Rounding off with a short animation-film (2 min.) – Combining FAQs and content, Wonderful Copenhagen has produced 6 animation films with Chinese speak – specifically targeted at a Chinese audience.

1. 1
PUTTING
COPENHAGEN
ON THE CHINESE
TRAVEL MAP
by Si gne Junger st ed & Dan Schou
… AND MOVING
BEYOND COOKIE,
PASTRY AND
MERMAID SEARCH
RESULTS
哥本哈根

2. FIRST,
SIGNE WILL
SET THE
STAGE
AGENDA THEN, DAN
WILL TAKE
YOU BEHIND
THE SCENES

3. CHINAVIA
CHINA+
SCANDINAVIA
CHINESE BEDNIGHTS TO COPENHAGEN

4. 72%ACTIVE ON SoMe
67%SHARE THEIR TRAVEL
EXPERIENCE ONLINE

5. 82%
44% FITs
56% TOUR
GROUPERS
TRAVEL RESEARCH
WEATHER
EXPENSIVE
HOT WATER
SERVICE
PICKPOCKETS
MERMAID

6. CHINESE SoMe LANDSCAPE SINA WEIBO
Twi t t er / Facebook
Web 30% Mobi l e 70%
Open syst em
MAU: 175 mi o
TENCENT WECHAT
What sApp+++
Mobi l e- based
Cl osed syst em
MAU: 500 mi o

7. TRAVEL SITES TOURISM BUREAUS
WHAT’ S OUT THERE
OTA

8. WEIB @ 哥本哈根旅游局

9. LAYOUT
 140char..+ 9images+ 1video
 #topic#
 @mention
 Emoji
FUNCTIONS
 Onlineevents
 Newsletters
 Auto-reply
 Shop
USER
CHARACTERISTICS

10. FOLLOWERS
 Travelers(before/during/after)
 ChineseCopenhageners(to-be/
current/ex)
 Fans
YOURCHINESESOME
FRIENDS
 Brands
 Personalities
 Grassroots/KOL
YOURCHINESESOME
FAMILY
 ForeignMinistry
 Nationalorregionaltourism
bureau

11. 11
E
V
E
N
T
S
C
U
L
T
U
R
E
C
P
H
M
O
O

12. ENGAGING
FOLLOWERS:
TRAVELERS
#Copenhagen In My Eyes#
# 我眼中的哥本哈根 #

13. ENGAGING
FOLLOWERS:
TRAVELERS
#Copenhagen In My Eyes#
# 我眼中的哥本哈根 #

14. 14
ENGAGING
FOLLOWERS:
LOCALS
#Copenhagen In My Eyes#
# 我眼中的哥本哈根 #

15. ENGAGING
FOLLOWERS:
LOCALS
#Li t t l e Dani sh Angel #
# 丹麦小天使 #

16. #Revi ews
#
ENGAGING
FOLLOWERS:
LOCALS
#Copenhagen In My Eyes#
# 我眼中的哥本哈根 #
WEDDING MUSEUM RESTAURANT FOOD

17. ENGAGING
FOLLOWERS:
NETIZENS
#Chri st mas Heart s#
# 圣 心诞爱 #
17

18. NUMBERS
AVAILABLENUMBERS
 Followers
 Subscribers
 Interaction(repost/
comment/like)
 Clickonlinks
 Views
FOR SALE?
Fol l owers ✔
Subscri bers
Int eract i on ✔
Cl i ck on
l i nks
Vi ews

19. BOOSTINGVIEWS/KOL
NUMBERS
Price&payment
Followersandviews
Useof”fakeretweets”
CHOOSE
Focus&format
Softorhardad
Repostororiginal-post

20. WECHAT
OURSTRUGGLE
Registration
Verification
IDprotection
OURPLANS
Autoreply
Eventcalendar
Bestcontent
Campaigns

21. WHATHASWORKEDFOR
US
BERESPONSIVEBELOCALBECONSISTENT