How to Attract Chinese Travelers with KOL / Influencer Marketing
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This document discusses using influencer marketing to attract Chinese travelers. It outlines three levels of influencer engagement: product seeding, sponsored posts, and brand ambassadorships. Examples are provided of campaigns partnering with influencers for the Wonderfruit Music Festival in Thailand and the Ritz-Carlton hotel in Macau that achieved high reach and engagement on social media. The document stresses the importance of clearly defining campaign goals and setting up tracking to properly measure success, which can include metrics like impressions, engagement, traffic, sales, and sentiment analysis.
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Globally, there is a shift from transactional to “always on” China KOL marketing. 71% of China marketers see KOL marketing as strategic or highly strategic. 43% of China marketers surveyed are still experimenting with KOL marketing. 28% involve KOLs only at the campaign level. 24% of China marketers are currently running an always-on KOL program.
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PARKLU Affiliate & Marketing Partners Intro
GETTING STARTED FOR PARKLU AFFILIATE PARTNERS
Schedule a 30 min demo.
Review and sign affiliate agreement via DocuSign.
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Stay up-to-date on the latest with PARKLU.
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New social media platforms bring rise to new KOLs. Not all KOLs will successfully transition to new platforms.
1,000 super fans who share content, trust, and buy what a KOL recommends is more effective than 300,000 regular fans
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How to Attract Chinese Travelers with KOL / Influencer Marketing
- 1. Kim Leitzes, Founder of ParkLU KOL MARKETING PLATFORM CHINA KOL / INFLUENCER MARKETING: HOW TO ATTRACT CHINESE TRAVELERS
- 2. Influencers vs. Celebrities Comparing “handheld names” and household names 姚晨Yao Chen猫力molly 80M FANS3M FANS 14K VIEWS 1K VIEWS
- 3. 3 LEVELS OF KOL ENGAGEMENT 1. Product seeding 2. Sponsored posts 3. Brand ambassadorships
- 4. Wonderfruit Music Festival Thailand KOLS 2 Influencers REACH 548 K Impressions ENGAGEMENT 1,341 Reposts, Comments, Likes WECHAT 7.2 K Views
- 5. 3 LEVELS OF KOL ENGAGEMENT 1. Product seeding 2. Sponsored posts Content creation + distribution 3. Brand ambassadorships
- 6. Ritz-Carlton x Vogue Macau REACH 58 K WeChat Views ENGAGEMENT 546 Comments + Likes NEW FANS / DAY 30 Official WeChat followers
- 7. 3 LEVELS OF KOL ENGAGEMENT 1. Product seeding 2. Sponsored posts 3. Brand ambassadorships Exclusivity + Content Access
- 8. KOLS 4 Influencers WeChat + Weibo +200% Followers El Cortes Ingles Madrid Source: China Luxury Advisors.
- 9. HOW TO DETERMINE SUCCESS FOR INFLUENCER MARKETING?
- 10. AWARENESS COMMUNITY CONTENT CREATION TRAFFIC SALES IMPRESSIONS ORGANIC SEARCH (GOOGLE / BAIDU / WECHAT) SOCIAL MEDIA GROWTH ENGAGEMENT (COMPARE COST TO ADVERTISING) COST OF COMMERCIAL RIGHTS ROI ON PRODUCTION (INFLUENCER AS CONTENT AGENCY) NEW VISITORS TIME ON SITE (NEED CAMPAIGN URLS) AFFILIATE INFLUENCER-SPECIFIC CODES/URLS COMPARE VS. HISTORICAL SALES
- 11. MEASURE WHAT MATTERS Impressions Likes Comments Reposts / retweets Click traffic Sales Media value Sentiment analysis Content quality
- 12. TAKEAWAYS Influencers are trusted voices, not media buys – empower those voices Clearly define campaign goals and setup tracking and reporting Sponsor quality content generation for long-term advocacy