The document discusses strategies for marketing to affluent Chinese consumers. It emphasizes leveraging digital marketing, technology and social media to increase brand awareness and generate demand. It provides 8 tips: 1) understand Chinese travel trends 2) understand the Chinese consumer 3) develop a multi-channel marketing plan 4) leverage the internet 5) develop a relevant Chinese website 6) engage on social media 7) tell your brand story 8) build relationships through campaigns. The target consumer is younger, wealthy Chinese interested in individual travel experiences.
Agenda: Digital Innovation Asia 2013 - June 10-12, 2013 - BangkokDr Jens Thraenhart
Digital Innovation Conference for Travel, Tourism, and Hospitality.
Top 6 Reasons to Attend Digital Innovation Asia:
1. Connect with top bloggers to tell your story
2. Understand the complex chinese social media landscape to attract affluent chinese consumers
3. Get inspired by the latest trends in digital marketing to innovate your business
4. Celebrate the most innovative digital work in travel and tourism in Asia
5. Meet industry leaders and connect and network with peers
6. Great deal - 3 events for less than $300, and including Blogger Match-Up for less than $500
Summary report of the first PATA Responsible Tourism Forum in Beijing in December 2011. For more information please visit http://www.pata.org/press/successful-pata-china-responsible-tourism-forum-goes-annual1
Dragon Trail co-founder Jens Thraenhart's presentation during the 2009 China Travel Distribution Summit in Shenzhen - December 2009.
www.DragonTrail.com
Agenda: Digital Innovation Asia 2013 - June 10-12, 2013 - BangkokDr Jens Thraenhart
Digital Innovation Conference for Travel, Tourism, and Hospitality.
Top 6 Reasons to Attend Digital Innovation Asia:
1. Connect with top bloggers to tell your story
2. Understand the complex chinese social media landscape to attract affluent chinese consumers
3. Get inspired by the latest trends in digital marketing to innovate your business
4. Celebrate the most innovative digital work in travel and tourism in Asia
5. Meet industry leaders and connect and network with peers
6. Great deal - 3 events for less than $300, and including Blogger Match-Up for less than $500
Summary report of the first PATA Responsible Tourism Forum in Beijing in December 2011. For more information please visit http://www.pata.org/press/successful-pata-china-responsible-tourism-forum-goes-annual1
Dragon Trail co-founder Jens Thraenhart's presentation during the 2009 China Travel Distribution Summit in Shenzhen - December 2009.
www.DragonTrail.com
Mekong Moments is a globally unique visual consumer marketing and travel inspirational platform that collaboratively promotes the GMS and drives sales to individual businesses through social commerce while creating awareness of sustainable travel. Businesses encourage their stakeholders to share their experiences via social media and aggregate the content to MekongMoments.com.
The Mekong Innovative Startup Tourism Initiative (MIST) aims to support innovative new travel & tourism-related ventures in the developing destinations and source markets of Cambodia, Laos, Myanmar, and Vietnam (CLMV). MIST will mentor new ventures, provide support and guidance, and match them with suitable investors. - See more at: http://www.mekongtourism.org/mist and www.mist.asia
Mekong tourism industry engagement presentation feb 2016 jens thraenhartDr Jens Thraenhart
Mekong Tourism launches programs to engage and collaborate with the tourism industry in order to work together to promote the Greater Mekong Subregion as a single tourism destination.
DIGITAL INNOVATION ASIA CONFERENCE & AWARDS BANGKOK JUNE 2014Dr Jens Thraenhart
The E-Tourism Asia Boot-Camp will provide hands-on practical training for the travel and tourism industry in the areas of digital marketing trends, social media, mobile, distribution, search, influencer marketing, and China digital marketing.
Leveraging digital, social, and mobile to drive PROFITABILITY for your business – from small to large, restaurant to hotel, retail store to tourism organization, travel agency to airline – the digital landscape has transformed how we do business today, and more importantly, it has changed how consumers research, make decisions, and purchase. The E-Tourism Asia Boot-Camp is focused on hands-practical content that will help your business to be relevant to today’s consumer.
VISIT: http://www.diasiaevents.com/events/e-tourism-asia/
As China's newest travel website, Tripshow.com serves the new and socially engaged Chinese tourists. With Tripshow.com, travel brands have the ability to engage visually with Chinese travelers to build brand awareness, while travelers can engage with brands to get inspired about destinations and experiences and plan their trips.
- Inspirational Trip Planning Tool
- Engagement & Communication Platform
- Online Campaigns & Contests
- Social CRM & Consumer Insights
- Call to action integration
- SinaWeibo Visual Marketing Application
- Compatible with PC, Mac & Mobile Devices
- Social & Inspirational
- Viral marketing platform
www. DragonTrail.com / www.TripShow.com / www.ChinaTravelTrends.com
Dragon Trail is the leading travel technology and digital marketing company in China that helps international travel and tourism organizations connect to Chinese consumers.
Dragon Trail leverages the internet and social media in China to spread brand messages of our clients, and help our clients execute results-driven digital marketing campaigns. Dragon Trail does not replace travel agencies, either online or offline, for travel bookings. Instead, we help our clients increase brand awareness in China by generating buzz about their products and services using online influencer marketing and social media campaigns.
Dragon Trail develops and licenses proprietary technologies for the travel industry, including trip planning, group travel portals, hotel and flight search applications, social media applications, mobile applications and e-Learning systems. These technologies enable travel companies to engage Chinese consumers and the Chinese travel trade alike.
Dragon Trail, registered in Beijing with offices in Beijing and Shanghai, was founded by leading experts in the business use of social media, e-marketing, revenue management and online travel distribution from North America, Europe and China. Dragon Trail also publishes industry news and analysis web site ChinaTravelTrends.com.
The competition for Chinese travelers is ever increasing and is expected to continue to be so in the coming years, it is vitally important for companies serious about the China market to start build and grow a solid online presence in China today. And we are here to help you.
The first edition of the guide to “Essential China Travel Trends”, published by ChinaTravelTrends.com, and produced in collaboration between Dragon Trail, VariArts Travel Group, and GreenEarth.travel, is an attempt to reveal some of the critical trends, and pitfalls when trying to enter this market, and offers insights from practitioners in the industry. It includes topics such as Internet and Social Media, Distribution, Sustainability, Outbound and Domestic Tourism, MICE, as well as Hotel Development. http://www.ChinaTravelTrends.com - http://www.DragonTrail.com
Free Download at http://www.chinatraveltrends.com/resources/book/
Marketing to Chinese Affluent Consumer by leveraging Social Media and Digital Marketing. Dragon Trail is the premier travel technology and marketing company to help travel brands from hotels to tourist boards to increase their brand awareness in China.
Dragon Trail: Culturally Relevant Social Media Marketing - Example ChinaDr Jens Thraenhart
Presentation at the 2nd T.20 Tourism Ministers Conference in Buyeo, South Korea. Addressing the importance of developing a global social media and digital strategy, but executing locally to ensure relevancy and the right channels
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Mekong Moments is a globally unique visual consumer marketing and travel inspirational platform that collaboratively promotes the GMS and drives sales to individual businesses through social commerce while creating awareness of sustainable travel. Businesses encourage their stakeholders to share their experiences via social media and aggregate the content to MekongMoments.com.
The Mekong Innovative Startup Tourism Initiative (MIST) aims to support innovative new travel & tourism-related ventures in the developing destinations and source markets of Cambodia, Laos, Myanmar, and Vietnam (CLMV). MIST will mentor new ventures, provide support and guidance, and match them with suitable investors. - See more at: http://www.mekongtourism.org/mist and www.mist.asia
Mekong tourism industry engagement presentation feb 2016 jens thraenhartDr Jens Thraenhart
Mekong Tourism launches programs to engage and collaborate with the tourism industry in order to work together to promote the Greater Mekong Subregion as a single tourism destination.
DIGITAL INNOVATION ASIA CONFERENCE & AWARDS BANGKOK JUNE 2014Dr Jens Thraenhart
The E-Tourism Asia Boot-Camp will provide hands-on practical training for the travel and tourism industry in the areas of digital marketing trends, social media, mobile, distribution, search, influencer marketing, and China digital marketing.
Leveraging digital, social, and mobile to drive PROFITABILITY for your business – from small to large, restaurant to hotel, retail store to tourism organization, travel agency to airline – the digital landscape has transformed how we do business today, and more importantly, it has changed how consumers research, make decisions, and purchase. The E-Tourism Asia Boot-Camp is focused on hands-practical content that will help your business to be relevant to today’s consumer.
VISIT: http://www.diasiaevents.com/events/e-tourism-asia/
As China's newest travel website, Tripshow.com serves the new and socially engaged Chinese tourists. With Tripshow.com, travel brands have the ability to engage visually with Chinese travelers to build brand awareness, while travelers can engage with brands to get inspired about destinations and experiences and plan their trips.
- Inspirational Trip Planning Tool
- Engagement & Communication Platform
- Online Campaigns & Contests
- Social CRM & Consumer Insights
- Call to action integration
- SinaWeibo Visual Marketing Application
- Compatible with PC, Mac & Mobile Devices
- Social & Inspirational
- Viral marketing platform
www. DragonTrail.com / www.TripShow.com / www.ChinaTravelTrends.com
Dragon Trail is the leading travel technology and digital marketing company in China that helps international travel and tourism organizations connect to Chinese consumers.
Dragon Trail leverages the internet and social media in China to spread brand messages of our clients, and help our clients execute results-driven digital marketing campaigns. Dragon Trail does not replace travel agencies, either online or offline, for travel bookings. Instead, we help our clients increase brand awareness in China by generating buzz about their products and services using online influencer marketing and social media campaigns.
Dragon Trail develops and licenses proprietary technologies for the travel industry, including trip planning, group travel portals, hotel and flight search applications, social media applications, mobile applications and e-Learning systems. These technologies enable travel companies to engage Chinese consumers and the Chinese travel trade alike.
Dragon Trail, registered in Beijing with offices in Beijing and Shanghai, was founded by leading experts in the business use of social media, e-marketing, revenue management and online travel distribution from North America, Europe and China. Dragon Trail also publishes industry news and analysis web site ChinaTravelTrends.com.
The competition for Chinese travelers is ever increasing and is expected to continue to be so in the coming years, it is vitally important for companies serious about the China market to start build and grow a solid online presence in China today. And we are here to help you.
The first edition of the guide to “Essential China Travel Trends”, published by ChinaTravelTrends.com, and produced in collaboration between Dragon Trail, VariArts Travel Group, and GreenEarth.travel, is an attempt to reveal some of the critical trends, and pitfalls when trying to enter this market, and offers insights from practitioners in the industry. It includes topics such as Internet and Social Media, Distribution, Sustainability, Outbound and Domestic Tourism, MICE, as well as Hotel Development. http://www.ChinaTravelTrends.com - http://www.DragonTrail.com
Free Download at http://www.chinatraveltrends.com/resources/book/
Marketing to Chinese Affluent Consumer by leveraging Social Media and Digital Marketing. Dragon Trail is the premier travel technology and marketing company to help travel brands from hotels to tourist boards to increase their brand awareness in China.
Dragon Trail: Culturally Relevant Social Media Marketing - Example ChinaDr Jens Thraenhart
Presentation at the 2nd T.20 Tourism Ministers Conference in Buyeo, South Korea. Addressing the importance of developing a global social media and digital strategy, but executing locally to ensure relevancy and the right channels
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
PayPal Services Features-
🟢 Email Access
🟢 Bank Added
🟢 Card Verified
🟢 Full SSN Provided
🟢 Phone Number Access
🟢 Driving License Copy
🟢 Fasted Delivery
Client Satisfaction is Our First priority. Our services is very appropriate to buy. We assume that the first-rate way to purchase our offerings is to order on the website. If you have any worry in our cooperation usually You can order us on Skype or Telegram.
24/7 Hours Reply/Please Contact
usawebmarketEmail: support@usawebmarket.com
Skype: usawebmarket
Telegram: @usawebmarket
WhatsApp: +1(218) 203-5951
USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
2. REACH & CONNECT
WITH AFFLUENT
CHINESE CONSUMERS
BY LEVERAGING DIGITAL
MARKETING, TECHNOLOGY
AND SOCIAL MEDIA TO
INCREASE BRAND AWARENESS
AND GENERATE DEMAND
4. TOP 8 TIPS FOR MARKETING
TO AFFLUENT CHINESE CONSUMERS
1. Spot the China Travel Trends
2. Understand the Chinese Consumer
3. Develop a Multi-Channel Plan
Channel
4. Leverage the Internet as a Medium
5. Develop a Relevant Chinese Website
6. Be Social to Connect
7. Tell your Story
8. Build Relationships via Campaigns
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
5. 1. SPOT THE CHINA TRAVEL TRENDS
• China Travel Market is growing
• Internet is used to “Plan & Tell”
• Growing demand for more individual experiences
6. Chinese Travel Change
3 Trends are shaping The New Chinese Tourist
1.China Outbound Tourism and Domestic Tourism
China
is growing
2.Chinese Internet and Social Media channels influence
Chinese
planning and research
3.Chinese consumers are moving towards an
Chinese
experienced based choice model from a price based
choice model
The New Chinese Tourists are demanding higher
quality services, and moving from Traditional Tour
Groups to more individual travel experiences
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
7. Chinese outbound Travellers
expected to exceed 100 million by 2020.
100+
China Outbound Traveler Number
Unit: Million person times
57
47
41 46
31 34
29
20
2003 2004 2005 2006 2007 2008 2009 2010 2020
Source: China National Tourism Administration (CNTA) (Expected by UNWTO)
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
8. Chinese Travel Change
3 Trends are shaping The New Chinese Tourist
1.China Outbound Tourism and Domestic Tourism is
China
growing
2.Chinese Internet and Social Media channels
Chinese
influence planning and research
3.Chinese consumers are moving towards an
Chinese
experienced based choice model from a price based
choice model
The New Chinese Tourists are demanding higher
quality services, and moving from Traditional Tour
Groups to more individual travel experiences
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
9. Online Travel Research in China
Source: Nielsen, 2009
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
10. Sharing trip experience in online is getting more and
more popular, especially for young generations.
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
11. Chinese Travel Change
3 Trends are shaping The New Chinese Tourist
1.China Outbound Tourism and Domestic Tourism is
China
growing
2.Chinese Internet and Social Media channels influence
Chinese
planning and research
3.Chinese consumers are moving towards an
Chinese
experienced based choice model from a price based
choice model
The New Chinese Tourists are demanding higher
quality services, and moving from Traditional Tour
Groups to more individual travel experiences
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
12. Demand for Individual Travel Experiences
BCG points out in its March 2011 Travel and Tourism
in China report that 95 of travel consumers
95%
surveyed were dissatisfied with current market
offerings, both domestic and international.
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
18. Major consumer in Outbound Travelers
are young professional with high income.
5 6 Business person 5
1 3 6 USD3,660 or
1 above
26 4
29 3 Government officer 34
45-59 16 4 19
Blue-collar worker USD2,197-
3
25 3,559
25 7 Teacher
28
35-44
32 25
10 Student USD1,174-
4 2,196
20
Freelancer
31
25-34 9
27
Senior 29 USD566-1,173
management/executives
39
18-24 22 30 Professionals
16 18
Clerk/white-collar worker
10 USD565 and
2 below
General Outbound General Outbound General Outbound
Population Travelers Population Travelers
Population Travelers
Source: Nielsen Outbound Travel Monitor 2011
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
19. VIDEO: China's new young affluent luxury consumers
http://www.youtube.com/user/P1ChinaLuxuryReport#p/a/u/0/v6BaIqZ8X9k
20. 3. DEVELOP A MULTI
MULTI-CHANNEL PLAN
• Digital media is critical
• PR is still evolving
21.
22. 4. LEVERAGE THE INTERNET
• Media Influence
• Geographic Reach
23. CHINA INTERNET USERS HAVE GROWN BY 1500% SINCE 2000
485 million Internet users in June2011, representing 34% of the Chinese population
Most engaged country online: 92 % contributed to social media
85% of Chinese online users approve Internet Censorship
The Internet is their most important information source for 84.3% of netizens
More bloggers in China than in Europe and USA combined
Source: CNNIC; Trendspotting; Forester; iResearch
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
24. Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
27. 5. DEVELOP RELEVANT CHINESE WEBSITES
- No Straight Translation
- Avoid Content Gaps
28. Research studies indicate that attitude towards websites,
the site’s interactivity and usability, as well as purchase
intentions of users are enhanced when sites are congruent
with the target customers’ cultural predispositions.
(“The Culturally Customized Website”, Elsevier, 2005.)
Collectivism: Emphasizing values
important in collectivist cultures.
For example, emphasizing family
theme.
Power Distance: Adding elements
that emphasize power distance. For
example, displaying awards or
honors that a company or brand has
received.
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
30. EXAMPLE: BANFF
China Market Relevance:
- Content is re-written, not
straight translation (adding
important content areas,
not part of the English website,
i.e. location map, Chinese Restaurants, etc.)
- Content is optimized for
Chinese Search Engines
- Website is designed for
Chinese consumers
- Chinese website has more
relevant branding (Canadian
Rockies.cn)
- Chinese site is hosted in China
- Doesn’t link to English sites of
travel suppliers in Banff, but
incorporates suppliers
DDRAGONTRAIL.COM
RAGONTRAIL.COM -- CHINATRAVELTRENDS.COM
CHINATRAVELTRENDS.COM
31. Ensuring Relevance – Avoiding Content Gaps
“Chinese consumers associate irrelevant websites with bad offline experiences.”
Source: ChinaTravelTrends.com
1. Straight content translation from the English website to Chinese leads to the
following:
Content is not written for Chinese search engines
Content is not written in a way that is relevant to the market
Content is missing important sections that are important for Chinese consumer’s decision
making process. That content (i.e. information about Chinese visa application process,
availability of Chinese restaurants, relevant destination information, etc.) is mostly
missing on the non-Chinese website. A straight translation would not include that content.
Chinese
We define “content/context gaps” as:
> Content Gaps are pieces of information that have not been localized, or simply
translated into Chinese. Content Gaps (on external websites) are pieces of
information that are linked from the Chinese version website, ie the website of a
partner that does not have a (fully) translated Chinese website. Context Gaps are
pieces of information that are not relevant to the Chinese audience. This could
include maps that do not relate to the distance/location of China, Google maps in
English, Western social media logos/links (ie. Facebook/Twitter/Youtube instead of
Renren/Weibo/Youku).
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
35. 6. BE SOCIAL TO CONNECT
• Censorship vs. Local Sites
• Brand Engagement = Education
36. CHINA SOCIAL MEDIA DOMINATES THE US:
Chinese netizens are more engaged in creating/sharing content
Source: New 2008 Social Technographics data Source: Chinese Social Technographics Revealed,
reveals rapid growth in adoption, 2008/10/20 2009/01/23
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
37. China’s digital media landscape
is dominated by local players.
Government censorship Local players appeal
to domestic users
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
49. VIDEO: Tourism New Zealand KOL Campaign
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
50.
51. 8. BUILD RELATIONSHIPS VIA CAMPAIGNS
• Combine Viral Spread with Engagement
• Capture Customer Data
52. Virtual Trip Campaign
Three virtual
itineraries around
Canada were designed.
Participant who
complete one route
will have a chance to
win a free trip to
Canada.
In totoal three free
trips, 50 iPads and
1000 U-disks as prizes.
RESULTS:
3.3 Million Visitors
Awards 2011
250 K Registrations
39,000 Followers (SW)
DDRAGONTRAIL.COM
RAGONTRAIL.COM -- CHINATRAVELTRENDS.COM
CHINATRAVELTRENDS.COM
57. Dragon Trail Services
Digital Marketing External Efforts Social Media Marketing
Chinese Web Site Management
Web Analytics
Email Marketing Campaign
SEO/SEM … Campaign Pages Strategy
Your Digital Site
Web / Mobile
Consumer Internet Travel Technology
Tuantuanle.com Itinerary Engine
Satellite Sites
Slow.travel Trip Pages
Tripshow.com Web Analytics Booking/Search
Marketing
Database
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
58. Dragon Trail Digital Strategy Approach
GOAL: Increase Brand Awareness & Direct Sales
– Guide Strategy Execution
– Build a foundation for brand engagement
(Social Media ready and Search Engine
optimized Website for the Chinese Market)
– Create online touch-points
– Develop relevant content
– Maintain, monitor, engage, and evaluate
– Gain insights from data and social media
– Combine and offline and online tactics
– Drive campaigns that convert
– Increase revenues
58
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
59. Dragon Trail Program Execution
5. Interact with influential bloggers 1. Determine the best possible
and manage Dragon Trail’s market strategy to build brand
Familiarization Trip 2.0 Program, awareness and reach the
designed to create buzz about target audience
the brand.
4. Execute an innovative
social media campaign that
drives traffic and captures
consumer data, leveraged 2. Develop a culturally-
for future initiatives. relevant Chinese Website,
consistent with the brand
message, optimized for
Chinese search engines,
designed for the Chinese
target market, with
3. Set-up profiles on targeted Chinese engaging content, and
Social Media profiles, seed relevant hosted in China with state
content, engage with the audience, and of the art technology.
monitor for brand reputation.
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
60. Dragon Trail Digital Strategy Planning
Integrated Digital Marketing & Social Media Campaigns
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
61. A couple important points…
1. Website hosting in China is critical in order to ensure organic
local search engine optimization, and optimal accessibility.
2. Constant optimization of the social media landscape is
critical in order to ensure content seeding, consumer
engagement, and brand reputation.
3. A solid technology partner is vital, especially when running
campaigns, to ensure data quality and protect the database
from hackers.
4. Local representation, especially with intimate knowledge and
relationships in the travel and internet space in China
critical in order to ensure successful strategy execution.
…in short: YOU NEED A TRUSTED LOCAL ADVISOR
IN CHINA. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
62. WANT TO KNOW MORE ABOUT
THE CHINESE TRAVEL MARKET?
Access the latest trends on ChinaTravelTrends.com
and join the online community for free.
www.ChinaTravelTrends.com (Twitter: @CnTravelTrends) - Published by Dragon Trail & COTRI
64. Essential China Travel Trends Book
With forewords from UNWTO, WTTC, and PATA
“… Already the world’s fourth most
visited destination today, by 2020,
China is expected to become the
leading international tourism
destination and the fourth largest
outbound travel market. This
comprehensive study of travel trends in
China provides invaluable insights into
one of the fastest growing travel and
tourism markets in the world."
Taleb Rifai - Secretary General,
World Tourism Organization (UNWTO)
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
65. China Travel Social Media Seminars
(DT also organizes company-specific seminars upon request,
specific
and is available for speaking engagements world
world-wide.)
“ This was a very important and
insightful 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 better off if we take part
and try to influence it."
Oliver Sedlinger - China Director,
German National Tourist Board (DZT)
Select Speaking
Engagements:
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
66. The Chinese Outbound Tourists will continue to
travel all over the world. Are you ready for them?
TRAINING & COACHING CERTIFICATION RESEARCH PLEASE CONTACT COTRI
(CHINA OUTBOUND TOURISM
RESEARCH INSTITUTE) FOR
MORE INFORMATION:
WWW.CHINA-OUTBOUND.COM
67. “We treat clients as partners”
-Based in Beijing, Shanghai, Xian (Tech Ctr.)
Based
- Unique combination of unmatched expertise
- Best in class capabilities & award
award-winning solutions
- Innovative cost model & strategic approach
- Growing list of clientele of leading travel brands