This document summarizes key points about digital marketing and social media trends in China. It discusses how social media platforms like Weibo, Weixin and Youku are most popular in China compared to Facebook and Twitter. Mobile internet usage is growing rapidly in China and will surpass 20% of the global online population by 2015. The new Chinese consumer values experiences over material goods and shares travel experiences online. Digital and social media must be an integral part of marketing strategies to reach Chinese travelers.

1. OCTOBER
21,
2013
hotel
TECHNOLOGY
CONFERENCE
–
SINGAPORE
NUANCES
OF
DIGITAL
MAREKTING
IN
ASIA
AND
CHINA

2. Digital Innovation Asia
DIGITAL
INNOVATION
ASIA
(DIA)
IS
AN
INITIATIVE
PROMOTING
TECHNOLOGY,
SOCIAL,
AND
MOBILE
IN
TOURISM…
- Strategically aligned with the Pacific Asia Travel Association (PATA),
and endorsed by the World Tourism Organization (UNWTO), the
Association of South East Asian Nations (ASEAN), the Mekong
Tourism Coordinating Office (MTCO), the Tourism Technology
Association (TTA), Global Business Travel Assoc. (GBTA), and SKAL.
- The first DIA events were successfully launched beginning of June,
featuring the first annual Digital Innovation Asia Awards in Bangkok
- DIA is overseen by the DIA Council (made up of senior e-commerce
professionals from hotel companies, tourist boards, and airlines)
- DIA is platform committed to bringing Digital Innovation to travel
and tourism in Asia via collaboration, sharing, and networking

3. CHINA
SOCIAL
MEDIA
BOOT
CAMP

5. BLOGGER MATCH-UP 2013
June 2013 - Bangkok, Thailand
Travel Bloggers &
Travel Suppliers
Speed-Dating
Bloggers Match-Up Boot Camp …
Understanding and Working
with Travel Bloggers

7. SOCIAL
Facebook rules the social media space, but is
having a hard time in China & Japan.
Facebook
rules,
at
least
in
Europe,
US
and
Australia.
No
other
network
reaches
the
96%
awareness
and
62%
usage
level
of
Facebook.
If
we
take
a
look
at
both
awareness
and
membership,
TwiYer
and
MySpace
are
number
two
and
three
social
media
in
Europe.
Given
the
fact
that
LinkedIn
is
a
professional
network,
it
is
worth
poin[ng
out
that
this
network
ranks
fourth,
both
in
terms
of
awareness
and
membership.
On
European
level,
Vkontakte
(a
Facebook
look-­‐alike)
is
a
strong
network
in
Russia
and
Ukraine.
In
a
broader
perspec[ve,
Qzone
(China)
and
Orkut
(Brazil,
India)
are
network
sites
to
take
into
account.
Facebook
has
lower
penetra[on
rates
in
China
and
Japan.

14. Chinese
versus
Western
Social
Media
• YouKu
n
Video
Sharing
• Weibo
n
TwiYer
+Some
Facebook
• Renren
n
Facebook
• Tencent
(QQ)
n
MSN/Gchat,
Yahoo
Chat
etc.
n
The
website
formerly
known
as
MySpace
n
Whatsapp
or
Line
• Douban
• Weixin
(Wechat)

15. Top
10
Social
Media
Sites
in
China

16. 16

18. Sina
Weibo:
Most
acKve
social
media
plaMorm
in
China
(2nd
globally
aPer
Facebook).
27
million
(9%)
of
the
400
million
users
checking
in
every
day,
and
more
than
100
million
posts
every
24
hours.
Source:
Digital
Influence
Index
2010
–
Fleichman
Hillard
&
Harris
InteracKve
(Sept.
2012)

21. Online
to
Offline
MarkeKng
(O2O)
THE
FASTEST
GROWING
SOCIAL
MEDIA
PLATFORM
IN
CHINA…..
WEIXIN
(OR
WECHAT)
–
BY
TENCENT
WESTERN
EQUIVALENT:
WHATSAPP

23.
How
to
use
Wechat
for
markeKng
?

26. Source:
Digital
Influence
Index
2010
–
Fleichman
Hillard
&
Harris
Interac[ve

27. Social
Media
has
become
the
most
influenKal
media
channel
in
modern
China.
Source:
McKinsey
Consul:ng
The
Internet
has
become
the
most
popular
medium
for
Chinese
travellers
seeking
informaKon
about
their
trips
Source:
Nielsen
China
Outbound
Travel
Monitor

31. China
MarkeKng
Approach:
Either?
Clicks
Bricks
or
• Over
520
milion
users
• 92%
social
media
engaged
• Web
=
THE
source
of
informa[on
• Call
to
Ac[on
• Digital
WOM
>
Retail
Marketplace

32. China
MarkeKng
Approach:
Both!
&
All
Touch
Points
-­‐
Reach
consumer
online
and
offline
in
integrated
way

33. China
Travel
DistribuKon:
Travel
Agencies
–
Online
+
Offline

34. Reaching
the
fastest
growing
affluence
in
China
–
in
Tier
2,3,4,
and
5
ciKes
It
is
not
possible
via
tradiKonal
methods
of
trade,
media,
and
events
alone.

35. HOW
TO
LEVERAGE
THE
MOST
IMPORTANT
CHINA
TRAVEL
TRENDS
CHANGING
CHINESE
TRAVELER
GROWING
INTERNET
INFLUENCE
HIGH
SOCIAL
MEDIA
ENGAGEMENT
SHARING
EXPERIENCES
VIA
SOCIAL
AND
MOBILE
INSPIRE
VIA
VISUAL
CONTENT
INCREASED
MOBILE
ACCESS

36. 36
Currently
8%
of
the
world’s
online
popula[on
lives
in
China.
By
2015
this
will
be
over
20%.
Source: Journey Etc. (http://www.journeyetc.com/)

37.
2012:
1
Billion
Mobile
Users
&
400
Million
Mobile
Internet
Users
(CNNIC)
–
40%
-­‐-­‐-­‐
2015:
1.3
Billion
Mobile
Users
&
1
Billion
Mobile
Internet
Users
(Forrester
Research)
–
80%

38. WHO
IS
THE
CHINESE
CONSUMER
?

39. THE
NEW
CHINESE
CONSUMER
I’ve
seen
the
sights.
I
want
to
be
inspired.
I
work
hard
and
am
successful;
I
want
to
get
the
most
out
of
life.
I
am
not
looking
for
the
ordinary
&
am
prepared
to
pay
for
something
different.

40. MOST
IMPORTANT
FACTORS
IN
A
HOLIDAY
DESTINATION

43. Sharing
photos
via
social
media

44. Imagine…
a Chinese consumer
visits your hotel or
destination, takes a
photo, and posts it on
his or her Chinese
social media profile to
share the experience.
Unfortunately you
would never know!
Lost Opportunity!
TripShow.com
aggregates the visual
content posted by
travelers on
Weibo.com to inspire
future Chinese
travelers.
Tripshow.com helps brands
aggregate inspiring images
captured by Chinese travelers
on social media (Sina Weio) to
visually market a brand, and
identify their most valuable
fans.
It is a visual marketing platform
and social media application for
travel organizations looking to
market to Chinese consumers.
It helps them to automatically
aggregate beautiful and
relevant pictures from various
social media platforms,
organize by theme or itinerary,
and display with rich media to
inspire travelers. It is also a
perfect platform for
organizations to identify their
most active followers, manage
social CRM and run digital
campaigns.

45. Tripshow
home
screen

46.
How
Consumers
interacts
with
Tripshow
Step
2:
Step
1:
Step
3:
Posted
onto
Weibo
A
photo
Photo
automa[cally
collected
by
a
consumer
&
tagged
with
Tripshow
on
Tripshow
Hash
tag

47. How
Consumers
interacts
with
Brands
Chinese
Consumers
Browse
Brand
Profiles
for
Inspira[on
and
Ideas
on
Where
to
Travel
and
Stay
ü See
which
hotels
have
lep
the
strongest
impressions
on
their
guests,
or
which
des[na[ons
have
generated
the
most
inspiring
images.
ü Chinese
consumers
visit
dedicated
lis[ngs
pages
to
browse
for
brands
and
ideas
on
where
to
travel
and
where
to
stay

48. What
Do
Consumers
Gain?
Collect
and
showoff
badges
from
brands
An
easy
way
to
organize
photos
on
social
media
A
Travel
Social
Network
plaqorm
A
comparison
tool
with
lis[ngs
A
typical
Tripshow
home
page
A
personal
Homepage
to
connect
with
friends,
and
share
photos
A
tool
to
store
trip
plans
and
i[neraries

49. Why
brands
are
using
Tripshow.com
Create
IKneraries
Integrate
i[neraries
or
packages
built
by
companies
and
contributed
by
consumers
Suggest
IKneraries
Illustrate
the
trip
with
day
by
day
pictures
provided
by
consumers

50. Why
brands
are
using
Tripshow.com
Run
Campaigns
&
Interact
with
Users
Get
more
users
to
follow
you
through
campaigns

51. Why
brands
are
using
Tripshow.com
Reward
Your
Loyal
Followers
and
past
guests
Collec[ng
badges
from
favorite
brands
and
showing
them
off
is
an
important
part
of
the
Chinese
online
consumer
experience.
Design
customized
brand
badges
And
give
them
out
to
reward
your
most
loyal
followers

52. Why
brands
are
using
Tripshow.com
Social
CRM:
Get
To
Know
Your
Followers
and
Interact
Comment
on
pictures
posted
by
users
and
incite
interacKon
User:
Dubai!
@tripshow
@DubaiTourism
Dubai
Tourism:
Dubai!
Lets
twist
together
Ranking
of
Fans
based
on
Ac[vity,
Influence,
and
Interest.
User:
Dubai
really
is
an
architect’s
paradise!

54.
WHERE
DO
WE
GO
FROM
HERE?

55. Dragon
Trail
InteracKve
Localized
Web
Presence
•
Chinese
web
site
Development
•
SEO/SEM
•
Email
Marke[ng
Social
Media
Management
•
Social
media
program
management
•
Social
media
campaign
development
&
execu[on
Integrated
Digital
Campaigns
•
Media
Management
•
Campaign
Management
•
Media
Ac[vity
Advanced
Technology
SoluKons
•
Chinatravelbuzz.com
•
Tripshow.com
•
Social
Media
Applica[ons

56. Chinese Travel Social
Multi-media Platform.
Visual content aggregation
of trips via web and
mobile.

58. www.chinatraveltrends.com
|
www.chinatraveltrendsbook.com

59. China
Travel
Social
Media
Seminars
“This
was
a
very
important
and
insighqul
seminar,
organized
by
Dragon
Trail.
Social
Media
in
China
looks
very
complex
and
like
a
whole
lot
of
work,
but
then
again,
people
are
talking
with
or
without
us
-­‐
so
we
are
definitely
beYer
off
if
we
take
part
and
try
to
influence
it."
Oliver
Sedlinger
-­‐
China
Director,
German
Na:onal
Tourist
Board
(DZT)
Select
Speaking
Engagements:
DRAGONTRAIL.COM
-­‐
CHINATRAVELTRENDS.COM

60. SAVE
THE
DATE:
BANGKOK,
THAILAND
&
YANGON,
MYANMAR
JUNE
2014

61. Contact
me:
LinkedIn:
Thraenhart
Twimer:
@JensThraenhart
Facebook:
Thraenhart
E-­‐Mail:
Jens@DragonTrail.com
Instragram:
Thraenhart