International Digital Marketing - Oct 2011

ADVENTURE TRAVEL WORLD SUMMIT 2011
Chiapas, Mexico

Relationships with:

JENS THRAENHART
EUROPE – AMERICA - ASIA

INTERNATIONAL MARKETING
ADAPTING TO CHANGING ENVIRONMENTS

MULTI-
-CULTURAL MARKETING
CONNECTING VIA RELEVANT MEDIA

DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Sites
Engaging Branding | Top Technology | Easy Man
Manageability

> Sites that perform & convert visitors to customers

Search
Holistic Web Marketing | Organic + Paid + QOV Metrics

> Continually-managed, for traffic and conversion
managed,

Social
Connect | Convey | Converse With Audiences

> Active dialog that creates a bond and advocacy

RULE #1: LISTEN
 Google Alerts
 Twitter
 Social Mentions
 RSS


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RULE #2: Engage

RULE #2: ENGAGE


RULE #3:
PROTECT
YOUR BRAND


ARE YOU RELEVANT TO
YOUR CUSTOMERS?

ARE YOU RELEVANT TO
ARE YOU?
YOUR CUSTOMERS

RELEVANT?

Who is My Target Global User?

Are you targeting a region?
– East Asia
• Japan, Korea, China, Taiwan, (Mongolia)

…a specific country or countries?
– China, Brazil, Russia

…or a language group?
– Targeting Chinese speaking markets
(countries and territories)
中文
• China, Taiwan, Singapore, Hong Kong, Macau

16

How will a Global User Find Me?

17

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, Twitter and MySpace are number two and three
social media in Europe.

Given the fact that LinkedIn is a professional network, it is worth pointing out
that this network ranks fourth, both in terms of awareness and membership.

On European level, Vkontakte (a Facebook looklook-alike) is a strong network in
Russia and Ukraine. In a broader perspective, Qzone (China) and Orkut (Brazil,
India) are network sites to take into account.

Facebook has lower penetration rates in China and Japan.

Awareness, penetration, average
number of networks

Aware of at least one network 98%
Member of at least one network 73%
Average number of networks one is
1,9
member of
86%
75% 34%
95% 44%* 1,8
76% 3,4
2,1 98%
88%
3,9

97%
86% 96%
3,1 67%
Emerging markets Brazil and
1,5
India show the highest
awareness and penetration of
social networks. * The 44% share of social networkers in China is low compared to other
countries. This might be due to the fact that some large Chinese networks
(eg RenRen) were not included in this survey.


The World according to Facebook


MOBILE

Always on
Consumers are taking up mobile devices, especially in China and India. This
implies new ways to reach consumers, through simply more display space,
branded applications or even Location
Location-based services.

In Europe, 38% is using a smartphone, either with or without internet / data
subscription. More than half is using their smartphone on a daily basis for
accessing the internet.
Nokia and Apple are most widely spread amongst smartphone users.

When it comes to mobile services, people expect brands to offer content and
convenience.

Daily Internet access via smart-phones
Q : Could you please indicate to what extent you use your
smart-phone to surf on the Internet? (% at least daily)

56%

59%
77% 89%

68%

56%
44%

N Europe = 2178 / F = If smartphone with internet / data subscription


Smart-phone brands

Nokia 28% 2% 14% 29% 58% 54% 0%

Apple 22% 25% 15% 34% 18% 8% 47%

Samsung 15% 14% 5% 14% 5% 9% 13%

HTC 12% 18% 1% 6% 12% 1% 7%

Sony Ericsson 8% 0% 2% 4% 2% 15% 10%

BlackBerry 8% 20% 13% 6% 2% 4% 0%

LG 3% 8% 8% 1% 0% 0% 0%

Motorola 1% 5% 4% 0% 3% 0% 0%

Palm 0% 7% 10% 0% 0% 0% 0%

Other 2% 1% 10% 5% 0% 8% 19%

N Europe = 2178 / F = If smartphone with internet / data subscription


Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive


Adoption of Internet Behavior by Country

Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive


CHINA

BBS IS THE HEART OF OUTREACH – IM IS THE VITAL
COMMUNICATIONS VEHICLE – BLOGGERS ARE INFLUENCERS -
VIDEO AND ENTERTAINMENT DRIVE ONLINE ACTIVITIES –
CHINESE SOCIAL MEDIA SITES ARE EXTREMELY DOMINANT
(RENREN, BAIDU, KAIXIN001, SINA, SOHU, NETEASE, QQ)

THE LARGEST NUMBERS OF ONLINE USERS IN THE WORLD
WITH THE BIGGEST BLOGGING COMMUNITY

INDIA

TRIPLE-PLAY CONVERGENCE (TV
PLAY (TV-INTERNET-MOBILE) LIVE IN
INDIA – VIDEO CONSUMPTION IS GROWING – ABILITY TO
REACH INDIAN EXPATS VIA SOCIAL MEDIA – A FEW INDIAN
SOCIAL NETWORKS (RYZE), BUT ESTABLISHED SITES GROWING

LOW INTERNET PENETRATION, BUT FAST GROWING USER BASE
WITH ONLINE TRAVEL BEING 50% OF ALL E
E-COOMERCE REVENUES

INDONESIA

FRIENDSTER USED TO BE THE DOMINANT SOCIAL NETWORK 1 YEAR
AGO, NOW IT IS FACEBOOK – BLOGGING IS USED FOR DISCUSSING
SHARING PUBLIC TOPICS – BROADBAND CONSTRAINTS HOLDING
BACK ONLINE ENTERTAINMENT GROWTH

INTERNET GROWTH OF 900% SINCE 2000
WITH ONLINE TRAVEL MARKET GROWTH OF 75% PER YEAR

JAPAN

JAPANESE IS THE MOST USED LANGUAGE IN THE BLOGOSPHERE –
JAPANESE AVOID BEING CONTROVERSIAL WHEN BLOGGING UNLESS
THEY ARE ANONYMOUS AND USE AVATARS – SOCIAL NETWORKING IS
NOT AS POPULAR; LEAST AMOUNT OF FRIENDS OF ANY COUNTRY (29)

THE LARGEST MARKET FOR MOBILE VIDEO IN THE WORLD
WITH HALF OF ALL GOODS BOUGHT ONLINE BOUGHT VIA MOBILE PHONES

MALAYSIA

BLOGGING IS MAJOR OUTLET FOR SELF
SELF-EXPRESSION FOR
MALAYSIANS – 88% OF PEOPLE HAVE UPLOADED PHOTOS ONLINE
– HEAVIEST USERS OF SOCIAL NETWORKING IN THE WORLD WITH
AN AVERAGE OF 9 HOURS PER WEEK – MORE AVERGAGE FRIENDS
THAN ANY OTHER COUNTRY WITH 233

HIGHEST DEGREE OF TRUST IN DIGITAL BRANDS IN ASIA
WITH 70% OF MALAYSIANS HAVING PURCHASED ONLINE

SINGAPORE

SINGAPOREANS TRUST BLOGGERS MORE THAN TRADITIONAL MEDIA

MOST CONNECTED COUNTRY ON EARTH
WITH MOBILE PENETRATION RATE OF 125% IN 2009

SOUTH KOREA

NAVER IS THE TOP PORTAL AND CYWORLD IS THE DOMINANT SNS,
BACKED BY KOREA’S LARGEST TELCO (SK) – MOBILE AND INTERNET
GO HAND-IN-HAND – SK HAS REMOVED ALL BARRIERS FOR MOBILE
ENTERTAINMENT TO TAKE OFF – WOM VERY POWERFUL

HIGHEST INTERNET PENETRATION RATE IN ASIA PACIFIC
WITH 99% OF SOUTH KOREANS HAVE BOUGHT ONLINE

THAILAND

INTERNET IS STILL MAINLY USED FOR RESEARCH AND SEARCH FOR
NEWS-RELATED CONTENT – HI IS THE DOMINANT SNS –MOBILE
HI-5
INTERNET IS GROWING (82% MOBILE PENETRATION) – 92% OF THAIS
HAVE UPLOADED PHOTOS ONLINE (MOST OF ANY COUNTRY)

60% OF THAI INTERNET USERS HAVE SHOPPED ONLINE
WITH OVER 50% OF ONLINE SHOPPERS BEING LOYAL TO THE SAME SITE

VIETNAM

ENTERTAINMENT IS FAVORED ACTIVITY ONLINE (VIDEO,
MUSIC, GAMING) – BLOGGING IS BIG PHENOMENOM AND PART
OF MOST SITES – SOCIAL NETWORKING VERY POPULAR – 87%
OF PEOPLE HAVE UPLOADED PHOTOS ONLINE

WITH INTERNET PENETRATION OF 20% AND ANNUAL GROWTH OF 30%
& ONLINE TRAVEL FORECASTED TO GROW 200% ANNUALLY UNTIL 2012

Asian Internet User Growth

Asia now comprises more than 40% of the world’s Internet users & is still growing rapidly!

Geographic Distribution of Internet Users (MM)
390 490 620 723 850 975 1,120 1,299
100%

80%

60%

40%

20%

0%
2000E 2001E 2002E 2003E 2004E 2005E 2006E 2007E

North America Europe Asia/Pacific Latin America Rest of World

Asia (547MM users, +24% Y/Y); Europe
(336MM, +10%); N. America (211MM, +3%);
LatAm (110MM, +17%); ROW (95MM, +27%)
Note: ROW denotes Rest of the World | Source: Morgan Stanley Research Internet Users 15+: comScore World Metrix, April 2008


Asia also leads the world in many categories…


Search Engine Market Share in Asia
5%
11%
70% 77%
10%
20% 55%
45%

23%
43%
10% 60%
18%
43% 10%
20% 31%
75% 11%

27%
25%
64%
51%

20% 21%
70% 71%
5% 4%


3 Key differences in North Asia Search
1. Language & Culture
• Localization is essential
• Keyword / Copy complexities
• Technology – Double-byte & API’s
byte

2. Unique Search Engines
• Local Players - Baidu, Naver, Yahoo
• Unique Ad Layouts & Structure
• Different approach to Natural Search

3. Multi Channel
• Mobile Search
• Offline Search Integration
• Click to Call
• Video / Social Media content


China has 21% of the global internet population – USA: 13% / Europe: 22% / Asia: 43%
Total Global Internet Users: 1,8 Billion / Europe: 425 Mill. / North America: 260 Mill. / India: 82 Mill.


China’s digital media landscape
is dominated by local players.

Government censorship Local players appeal
to domestic users

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

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:


Essential China Travel Trends Book
With forewords from UNWTO, WTTC, and PATA
Free download at: www.ChinaTravelTrendsBook.com

“… 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)


Digital Agency & Travel Technology Company

100% 100% 100%

CHINA TRAVEL DIGITAL

Three Locations in China with about 20 Employees

Beijing
(2009)
Xi’an
(2011)

Shanghai
(2010)

• Beijing – Haidian District (13) • Shanghai – Jing’an District (
(3) • Xi’an – Gao Xin District (6)

Select Dragon Trail Clients

The image cannot be display ed. Your computer may not hav e enough memory to open the image, or the image
may hav e been corrupted. Restart y our computer, and then open the file again. If the red x still appears, y ou
may hav e to delete the image and then insert it again.

The image cannot be display ed. Your computer may not hav e enough memory to
open the image, or the image may hav e been corrupted. Restart y our computer,
and then open the file again. If the red x still appears, y ou may hav e to delete the
image and then insert it again.

The image cannot be display ed. Your computer may not hav e enough memory The image cannot be display ed. Your computer may not hav e enough memory to open
to open the image, or the image may hav e been corrupted. Restart y our the image, or the image may hav e been corrupted. Restart y our computer, and then
computer, and then open the file again. If the red x still appears, y ou may hav e open the file again. If the red x still appears, y ou may hav e to delete the image and then
to delete the image and then insert it again. insert it again.

The image cannot be display ed. Your computer may not hav e enough memory to open the image, or the image may hav e been corrupt
corrupted. Restart y our computer,
and then open the file again. If the red x still appears, y ou may hav e to delete the image and then insert it again.

Dragon Trail Senior Team

曹志刚
Co-Founder & CEO
Product, technology, operations, finance

GEORGE CAO

晏子 Founder & President
Co-Founder
Marketing, sales, international business development

JENS THRAENHART

陈 General Manager - Shanghai
清 China business development, domestic sales

QING CHEN

Dragon Trail Products & Services

Digital Marketing Services Social Media Marketing Services Products & Solutions

• Chinese web site Development • Social media program • Chinatravelbuzz.com
• SEO/SEM management • Tripshow.com
• Email Marketing • Social media campaign
development & execution

1st CHINA RESPONSIBLE TOURISM FORUM
DURING THE
2011 CHINA ANCIENT TOWNS TRAVEL EXPO

DECEMBER 16TH, 2011 BEIJING, CHINA

Contact me:
LinkedIn: Thraenhart
Twitter: @JensThraenhart
Facebook: JensThraenhart
E-Mail: Jens@DragonTrail.com

Get insights & trends:
JENS THRAENHART www.DragonTrail.com
www.ChinaTravelTrends.com
Twitter: @CnTravelTrends / @DragonTrail
Join our Community:
www.Community.ChinaTravelTrends.com
Presentations:
Awards 2011 www.slideshare.net/dragontrail

Affiliations:

International Digital Marketing - Oct 2011

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