Internet in China has entered the social media era, and Weibo is among the most influential social media site used in the country.
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About SoMeT = A new model for destination marketing. SoMeT is a program that gathers the top destination marketers from around the globe. SoMeT conferences take place three times a year in Europe, Australia, and United States.
Follow SoMeT on Twitter: https://twitter.com/SoMeTourism
Like SoMeT on Facebook: https://www.facebook.com/SoMeTourism
Learn about where the next SoMeT global conference is taking place http://www.sometourism.com/
An event hosted in London, UK by Digital Jungle (www.digitaljungle.agency) to outline the key facts on the Chinese social and digital landscape. Additionally, Digital Jungle CEO & Founder, Dr. Mathew McDougall provided practical ideas and tips for brands looking to enter this market from a brand and eCommerce perspective. Mr Roy Graff, Digital Jungle's UK Managing Director provided the audience with Chinese insights related to the tourism and inbound marketing.
WeChat, initially a Chinese social messaging app, seeks to go beyond social networking and entertainment through gaming, new devices and opportunities. As mobile commerce and mobile payment transactions boom in the world, Tencent via their flagship app WeChat are positioning themselves to become a key international player. How are WeChat and Tencent disrupting market leaders all over the world?
China Social Media for Travel and TourismDragon Trail
The rise of Chinese tourism has gotten the attention of a lot of travel, tourism and hotel companies. Many travel brands are trying to capture the attention of this very valuable new customer segment, but not without challenges and disappointments. Award-winning China social media agency Dragon Trail Interactive gives some tips for marketing to affluent Chinese consumers successfully.
Around the globe, universities are facing funding pressures for their various programs and have moved to offset this by attracting full fee paying students, primarily from China. This presentation outlines the use of Social Media as a way to attract and acquire Chinese students.
Chinese Social Media Brief: Overview, SNS Analysis and Key TrendsImagination
Imagination's creative strategy team provide an inside look at the present state of the social media environment in China and the newest emerging trends.
Chinese shoppers are rushing online to buy products from Overseas - A trend called "Hai Tao."
Increasing support for domestic consumption has lead to the establishment of the Shanghai FTZ which makes cross-border ecommerce easier and cheaper. And increasing liberalisation of global credit cards (and online payment systems) has further improved the prospect of going outbound to shop.
Its a very high growth space, with forecasts of RMB1.0 Trillion in Chinese outbound shopping by 2018.
Updated June 2015:
A brief introduction to China's hottest social media platform - WeChat (Weixin) - with insights, case studies and analysis for brands.
Includes latest data on registered users and active users and comparisons to Weibo.
Provides information on user profiles and case studies for brands who have successfully used WeChat, including; Burberry, Coach, Tesla, China Southern Airlines, Xiaomi, Glico, Cadillac, Tencent, Olay, La Perle, Zanadu, Star Wars and BMW.
Outlines SIX ways for brands to use WeChat effectively:
1. Creating Branded Accounts
2. Micro-Contents (regular engagement)
3. For Customer Service/Loyalty
4. Driving O2O and Location Based Social
5. For Ecommerce (Sales)
6. Through "push" advertising
An event hosted in London, UK by Digital Jungle (www.digitaljungle.agency) to outline the key facts on the Chinese social and digital landscape. Additionally, Digital Jungle CEO & Founder, Dr. Mathew McDougall provided practical ideas and tips for brands looking to enter this market from a brand and eCommerce perspective. Mr Roy Graff, Digital Jungle's UK Managing Director provided the audience with Chinese insights related to the tourism and inbound marketing.
WeChat, initially a Chinese social messaging app, seeks to go beyond social networking and entertainment through gaming, new devices and opportunities. As mobile commerce and mobile payment transactions boom in the world, Tencent via their flagship app WeChat are positioning themselves to become a key international player. How are WeChat and Tencent disrupting market leaders all over the world?
China Social Media for Travel and TourismDragon Trail
The rise of Chinese tourism has gotten the attention of a lot of travel, tourism and hotel companies. Many travel brands are trying to capture the attention of this very valuable new customer segment, but not without challenges and disappointments. Award-winning China social media agency Dragon Trail Interactive gives some tips for marketing to affluent Chinese consumers successfully.
Around the globe, universities are facing funding pressures for their various programs and have moved to offset this by attracting full fee paying students, primarily from China. This presentation outlines the use of Social Media as a way to attract and acquire Chinese students.
Chinese Social Media Brief: Overview, SNS Analysis and Key TrendsImagination
Imagination's creative strategy team provide an inside look at the present state of the social media environment in China and the newest emerging trends.
Chinese shoppers are rushing online to buy products from Overseas - A trend called "Hai Tao."
Increasing support for domestic consumption has lead to the establishment of the Shanghai FTZ which makes cross-border ecommerce easier and cheaper. And increasing liberalisation of global credit cards (and online payment systems) has further improved the prospect of going outbound to shop.
Its a very high growth space, with forecasts of RMB1.0 Trillion in Chinese outbound shopping by 2018.
Updated June 2015:
A brief introduction to China's hottest social media platform - WeChat (Weixin) - with insights, case studies and analysis for brands.
Includes latest data on registered users and active users and comparisons to Weibo.
Provides information on user profiles and case studies for brands who have successfully used WeChat, including; Burberry, Coach, Tesla, China Southern Airlines, Xiaomi, Glico, Cadillac, Tencent, Olay, La Perle, Zanadu, Star Wars and BMW.
Outlines SIX ways for brands to use WeChat effectively:
1. Creating Branded Accounts
2. Micro-Contents (regular engagement)
3. For Customer Service/Loyalty
4. Driving O2O and Location Based Social
5. For Ecommerce (Sales)
6. Through "push" advertising
WeChat is providing unique insight into the future of social CRM.
WeChat brings mobile-first capabilities (online-to-offline linkages), together with detailed audience profiles and mobile payments - into a comprehensive view of audience activities.
Imagine being able to unify the user data from Facebook, Google, Amazon, brand websites and mobile apps - into a singular view of the customer - that’s WeChat right now.
Add to this, the dominance of WeChat in China - with 900million users spending on average 34% of mobile time on the app - and it’s clear to see why brands have been rushing to setup CRM systems in coordination with their account operations on WeChat.
Social CRM systems on WeChat could offer some important insights for Global marketers into how omni-channel, social-mobile marketing will evolve.
Chinese Social Media - Quick Guide to Important SitesChris Baker
Updated July 2015:
A brief overview of some of the new, up-and-coming social media sites in China.
The two biggest platforms - WeChat & Weibo - get most of the attention in discussions about social media in China. There is however a growing number of important supporting players, representing the next wave of social.
We have prepared short introductions to a few that we think are interesting ...the sites/apps that we use in managing social media campaigns for brands in China:
- Douban
- Nice
- Lofter
- Momo
- Maimai
- Tantan
- Zhihu
- Meipai
- Papa
- Demohour
- Meilishuo
- Guokr
- Baidu Tieba
- Baidu Baike
In Travel:
- Daizhe
- Chanyouji
- Bread trip
- Qyer
And, included from our report in 2014:
- Weishi
- Nian
- Pianke
- Jue-so
- P1
The lessons learned from brands in China (on WeChat) offer important clues to Global marketers on how conversational, social marketing will evolve through Facebook Messenger, iMessage, WhatsApp, Apple's iMessage...etc.
Many destinations have turned their focus to attracting the Chinese traveler. In turn, airports are now exploring Chinese social media to complement their western focused programs. But where to start?
Dr. Mathew McDougall, CEO & Founder of Digital Jungle presents at the Asia Summit in Rotorua, New Zealand. His presentation discusses the Chinese Internet landscape, Chiense social media and experiences from Auckland International Airport.
This presentation provides interesting information about the Chinese automotive buyer. These car buyers are more sophisticated, socially and digitally connected than ever before -- for those wanting to reach this consumer then the ideas outlined in this presentation will help guide your digital marketing approach.
Research presentation on WeChat Subscription ProductPawan Gupta
The slide measures ROI on WeChat subscription product on CBS business conference. The techniques used were ethnography, quantitative and qualitative research.
Tradedoubler and Hotels.com - sharing Best PractiseLukasz Szymula
Hotels.com has over 100 branded points of sale in over 60 countries; with a proven platform in multiple languages, the affiliate program is a natural avenue to accelerate growth in established markets and help venture into new ones, whilst maintaining a strong ROI. In 2011 Tradedoubler facilitated programs in 15 European markets; by the beginning of 2013 this has expanded to over 25 markets including Latin America, Brazil, and Eastern Europe. Tradedoubler also supported Hotels.com launch one of the first successful multi-market mobile and app affiliate programs; unique tracking, willingness to trial new partners, affiliate platforms, bespoke mobile creative, and remuneration outside of pure CPA have contributed to the overall results. All of this has been achieved whilst Hotels.com initiated a new brand identity across all markets, introduced new forward planning strategies, and approach to diversifying the affiliate channel outside of exclusive CPA models. Our case study will offer insight into how Hotels.com and Tradedoubler worked collectively to utilise technology, key travel trends and multiple performance channels to deliver an award winning affiliate programme
WeChat is providing unique insight into the future of social CRM.
WeChat brings mobile-first capabilities (online-to-offline linkages), together with detailed audience profiles and mobile payments - into a comprehensive view of audience activities.
Imagine being able to unify the user data from Facebook, Google, Amazon, brand websites and mobile apps - into a singular view of the customer - that’s WeChat right now.
Add to this, the dominance of WeChat in China - with 900million users spending on average 34% of mobile time on the app - and it’s clear to see why brands have been rushing to setup CRM systems in coordination with their account operations on WeChat.
Social CRM systems on WeChat could offer some important insights for Global marketers into how omni-channel, social-mobile marketing will evolve.
Chinese Social Media - Quick Guide to Important SitesChris Baker
Updated July 2015:
A brief overview of some of the new, up-and-coming social media sites in China.
The two biggest platforms - WeChat & Weibo - get most of the attention in discussions about social media in China. There is however a growing number of important supporting players, representing the next wave of social.
We have prepared short introductions to a few that we think are interesting ...the sites/apps that we use in managing social media campaigns for brands in China:
- Douban
- Nice
- Lofter
- Momo
- Maimai
- Tantan
- Zhihu
- Meipai
- Papa
- Demohour
- Meilishuo
- Guokr
- Baidu Tieba
- Baidu Baike
In Travel:
- Daizhe
- Chanyouji
- Bread trip
- Qyer
And, included from our report in 2014:
- Weishi
- Nian
- Pianke
- Jue-so
- P1
The lessons learned from brands in China (on WeChat) offer important clues to Global marketers on how conversational, social marketing will evolve through Facebook Messenger, iMessage, WhatsApp, Apple's iMessage...etc.
Many destinations have turned their focus to attracting the Chinese traveler. In turn, airports are now exploring Chinese social media to complement their western focused programs. But where to start?
Dr. Mathew McDougall, CEO & Founder of Digital Jungle presents at the Asia Summit in Rotorua, New Zealand. His presentation discusses the Chinese Internet landscape, Chiense social media and experiences from Auckland International Airport.
This presentation provides interesting information about the Chinese automotive buyer. These car buyers are more sophisticated, socially and digitally connected than ever before -- for those wanting to reach this consumer then the ideas outlined in this presentation will help guide your digital marketing approach.
Research presentation on WeChat Subscription ProductPawan Gupta
The slide measures ROI on WeChat subscription product on CBS business conference. The techniques used were ethnography, quantitative and qualitative research.
Tradedoubler and Hotels.com - sharing Best PractiseLukasz Szymula
Hotels.com has over 100 branded points of sale in over 60 countries; with a proven platform in multiple languages, the affiliate program is a natural avenue to accelerate growth in established markets and help venture into new ones, whilst maintaining a strong ROI. In 2011 Tradedoubler facilitated programs in 15 European markets; by the beginning of 2013 this has expanded to over 25 markets including Latin America, Brazil, and Eastern Europe. Tradedoubler also supported Hotels.com launch one of the first successful multi-market mobile and app affiliate programs; unique tracking, willingness to trial new partners, affiliate platforms, bespoke mobile creative, and remuneration outside of pure CPA have contributed to the overall results. All of this has been achieved whilst Hotels.com initiated a new brand identity across all markets, introduced new forward planning strategies, and approach to diversifying the affiliate channel outside of exclusive CPA models. Our case study will offer insight into how Hotels.com and Tradedoubler worked collectively to utilise technology, key travel trends and multiple performance channels to deliver an award winning affiliate programme
Presenting "Digital Revolution in Tourism Marketing" at Small Hotels Association of Turkey Meeting on January 29th, 2014
- Welcome to Digital Revolution in Internet and Social Media
- New Digital Marketing Trends in Tourism
- New Technologically Empowered Traveler / Consumer
- Power of Word-Of-Mouth and Viral Effect in Digital
- Change is Inavitable
- Increasing Traveler Expectations
- eTourism Innovation
- New Tourism
- Increasing Resources for Travel Ispirations and Travel Planning
- Internet's Effect in Inspiring New Travel
- Change in Travel Habits and Behaviors
- Comparison Travel Shopping
- Use of Multi-Devices in Research, Booking and Check-in
- Power of User Reviews and Comments
- Loyalty Programs Effect in Tourism
- New Demographics of Affluent Travelers
- Interest in Untraditional Methods of Lodging and Transportation
- Effect of Quality Travel Content, Stunning Visuals and Videos
- Social Media Usage of European Travel Market
- Local Online Micro-Platforms for Increasing Tourism
- Cross-Integration of Social Media Channels
- Responsive Platforms Accross all Devices
- Instant Mobile Accessibility
- Providing Attractive Local Offers, Deals and Experiences
- Power of Personal and Friendly Interaction Methods
- Hight Effect of 360 Degree Creative Travel Campaigns
- Continuous SEO & SEM
- User Registrations and Subscriptions for Periodical Newsletters and Instant Travel Deals
- Collecting, Storing and Using Traveler / Visitor Data
- Additional Consumer Oriented Functionality: Online Visitor Assistance, Online Chats, Online / Mobile Check-Ins
- Extensive Use of Maps and Search
- Use of QR Codes
- Top Citation Sources for Hotels
- Digital Marketing Options for Small Businesses based on Cost and Effort Level
- Pop Quiz #1: What Are You Selling / Marketing?
- Pop Quiz #2: What is the Next Big Thing in New Tourism?
- Source Credits for Data Used
As the Chinese outbound tourism market expands, it is also changing – the stereotypical coach tour is stagnating or declining in many destinations, as FITs (free independent travelers) drive nearly all growth. This new demographic requires that we update our understanding of Chinese tourists, as well as our strategies to market to them.
China Digital Life - Digital Marketing ecosystem in world's most dynamic digi...Nagendra Singh
The story has been told from the perspective of a 27-year old Chinese and his activities through the day. This is a result of my personal experience and research while working in China. Goes without saying that it's just a glimpse of world's biggest and most exciting digital market.
As content marketing continues to shape as a core part of many company's marketing strategy, social media quickly becomes a must-have. What trends, challenges and opportunities should we be aware of? See key stats for Facebook, Instagram, Twitter and other insights.
Sina Weibo (the Chinese version of Twitter) is one of the largest social network in the World. But with tools and content exclusively in Chinese, it is difficult for most of us to integrate this important tool into our digital marketing strategy.
This presentation will show you how you can use Weibo and Youku (Chinese YouTube) to engage with a Chinese audience locally and abroad.
Online presentation (with sound): http://www.youtube.com/watch?v=WLJS-ufhwq0
This presentation was developed for hotels, guesthouses and motels looking at attracting Chinese visitors to their properties. The aim of developing your properties Brand within China is to increase the direct bookings and facilitate greater numbers of visitors flows.
How to attract chinese tourists to your property STAAH
The Chinese outbound tourism market is undeniably lucrative for savvy properties wanting to expand. Here are some ways to get more bookings from this high volume and increasingly high spending market.
China's social media and mobile providers set to shake the tech world v3Intelligencia Limited
The days of China simply being a country that copies, pirates and counterfeits American and European technology is coming to end. Platforms like social and mobile are at the forefront of China’s current technological revolution. We are truly living in an interconnected world and this interconnectedness is creating a whole host of ways to market a product and/or a service. Chinese blogs, micro-blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds are leading this new technological revolution. Companies like WeChat, QQ, Weibo, Hexun, Youku, Jiepang, Qieke, Ushi, Taobao and Ku6 are all experiencing exponential growth. In China, the competition for consumers is incredibly fierce, especially in the social media space and this competition, however, does have a dark side: many companies regularly employ ‘artificial writers’ to seed positive content about themselves online and attack competitors with negative news they hope will go viral.
2016 is quickly approaching and so we took the opportunity to pull together some thoughts on where social media in China is...and what's going to be important next year.
2014 Digital Marketing Midyear Review - Mobile is the keywordConcur
The rise of mobile brings drastic changes on China’s internet, and becomes the new opportunity and inspiration for marketers to get in touch with the target audience. iClick reviewed some significant changes and concluded with a few practical recommendations for marketers to ride on the emerging digital trends in China.
10 Insights on Digital Marketing in China, for 2018.
Brands in China (foreign and local alike) have been pushing hard for a long time to capture market share …often with little regard for quality brand management and well organized, integrated strategies.
China has been a mad dash, with brands jumping from one new development (Weibo, Youku, Tmall...) to the next (WeChat, Bilibili, LittleRedBook…) - all aimed at capturing under-priced audience attention. Most of these efforts have been quickly conceived and not necessarily linked to holistic, organized brand objectives. Its been all about speed.
As organic reach and cheap audience attention come to a close, brands will have to focus on rationalizing their efforts, measuring/tracking investments ...and solving core brand challenges.
2018 will follow from 2017, by being concerned with integration, filling in the pieces and creating more solid, well-refined, integrated digital efforts. Above all, 2018 looks to be about slowing down and getting the basics right.
For more context on China social, check out our previous years' reports:
https://www.slideshare.net/cbaker19/social-media-trends-2017
https://www.slideshare.net/cbaker19/2016-chinas-social-media-trend-report
With over 800 million internet users, China is the world’s largest social media market. While Facebook and Instagram rule the social media landscape in the west, social media marketing in China has completely different players.
Each day the average netizen spends 5hrs 50mins online, of which about 3hrs 10mins of that time is on a mobile device and 2hrs 12mins using social media.
But why should you even care about that?
According to a report by Accenture, 70% of surveyed China’s Gen Z respondents say they prefer to buy products directly via social media.
With Social commerce in China estimated to reach 2,419.4 billion yuan in 2022, it’s clear social media has become an integral part of the customer purchase journey.
In this deck, we’ll look at the top social media platforms in China.
This PowerPoint presentation looks at social media and network statistics and predicts the trends relevant for users, consumers, and marketers in 2015.
2017 projects to be a year where social and content marketing make a major leap forward. Social is swiftly moving into the center of marketing plans for brands in China.
In 2016, there were a number of important developments that inform the year ahead, including; the rapid emergence of live video, further integration social with ecommerce, and increased investments into social ads and KOLs.
In this social marketing preview of 2017, we have highlighted 10 trends that will prove to be critical for marketers. The trends represent the most current conversations taking place with brands and agencies in China.
These trends are placed in the context of China as a digital-first market - with hot competition between Alibaba and Tencent for dominance.
Millennials are an entire generation shaped by digital technology. This is a generation that values experience over talk and is motivated by their desire for social consciousness. In Sandee Jordan’s presentation, discover how to convey your online marketing message to the youngest and most tech savvy audience on the internet.
Sandee began working at Simpleview in 2012 and serves as one of the company’s SEM Analysts. In her role, Sandee works with clients to continuously refine and evolve their websites through constantly improving traffic quality and volume, increasing bookings, building databases and meeting client goals. She gained more than ten years of marketing experience from assessing client web traffic patterns and developing online marketing strategies in San Francisco and New York.
Scott Caufield manages the Midwest region at TripAdvisor where he helps destinations and non-profit attractions gain exposure to the site’s 375 million monthly travelers. Fifteen years of digital advertising experience has enabled Scott to work with hundreds of clients in the travel sector to help them navigate the ever-evolving world of online marketing. Scott is a member of several professional travel associations, and speaks to groups across the Central US on how to get the most out of TripAdvisor.
Videos let you tell stories of your destination in a way that text and images just can’t. Luckily, creating video in 2015 isn’t nearly as difficult or expensive as it used to be. In this session you’ll learn 25 tips and tactics that will help you up your video game. We’ve included some smartphone-specific tips, but there will be takeaways regardless of how you’re shooting your video.
Jeremy A. Williams is the Vice President of Marketing and Communications at Candidio and 12 Stars Media and works hard to develop the right marketing strategies to move the companies ahead. Jeremy spent more than six years at the Indiana Office of Tourism Development and his since been recognized as one of the top 10 tourism professionals on Twitter (@jeremyawilliams).
Kristian Sonnier is a communications professional who has specialized in the strategic management of public, media and community relations for the past 21 years. In that time, he has developed deep experience in special event and crisis communications planning and execution.
Mark Romig is President and CEO of the New Orleans Tourism Marketing Corporation. They co-presented on marketing after a crisis at #SoMeT15US.
In 2011, when Ontario, Canada established tourism regions in order to spur the provincial tourism economy, most of those new regions invested in creating and promoting new brands. Regional Tourism Organization Four Inc.(‘RTO4′) went the opposite direction. First, the organization chose a name that couldn’t be more obscure and second, committed to a process of critically assessing all its initiatives based on a strict model of goal – strategy – measurement.
The regional tourism board focuses on helping the destinations in their region to become highly effective in their marketing approach through product development and differentiation.
Today the team works with operators in their region to market their businesses more efficiently through a combination of digital tools and strategies that have a proven ROI.
This is RTO4 – a destination with a highly relevant approach to modern destination marketing.
In this keynote, CEO, David Peacock, shared the history of how RTO4 became a tourism development incubator and their vision for a new approach to destination marketing that is suitable for the connected and distributed economy.
In the closing keynote of #SoMeT15US, William looked at the overall state of destination marketing and put this in context with the broader opportunities he sees for Destination Marketers. As part of his presentation, he introduced an exciting new standard we developed with six DMOs around the world that finally answers the question “What’s the ROI of social media?”
To get notified when William's whitepaper on this topic becomes available, sign-up here http://destinationthink.com/.
William Bakker is Chief Strategist at Destination Think!, a global marketing agency focusing exclusively on the tourism industry. He is considered a leader in the world of digital destination marketing and speaks at conferences around the world.
Social transformation is happening throughout the business world whether you’re part of it or not. At #SoMeT15US, we heard from Mark Rybchuk, Hootsuite’s Specialist, State & Local Government and learned how this transformation is important to Destination Marketing Organizations. Get practical advice to get empowered to sell social change into your organization and takeaway key strategic considerations specifically for DMOs as you scale social media across departments from his presentation. Beyond marketing and communications, hear how you can optimize social media effectively in other departments like Customer Service, Sales and HR. The presentation concluded with a fireside chat with Destination BC to showcase how DMOs leverage the power of social to drive business objectives.
Melissa Washington helped demystify the use of LinkedIn in the world of destination marketing. LinkedIn is usually not the first social media platform thought of when it comes to helping promote a destination. LinkedIn should be in your social media tool box and Melissa will share why and how in her session. She is an early adopter of LinkedIn, joining in 2011 (LinkedIn started in 2010). She has used this dynamic platform for selling, researching, marketing, job seeking, recruiting, and collaborating.
The main topics Melissa focused on were:
- How to use LinkedIn to promote your destination
- Having your employees become your brand ambassadors
- Targeted news updates
- Build connections for meeting and event organizers
- BONUS – Never make a cold call again
Eagle, Colorado has a passion for mountain biking, and they’re using it to their advantage. Destinations can achieve wonders by focusing on what they do best to differentiate from the crowd, and Eagle is proof. They’ve even traded their foot paths for a mountain biking trail system!
Learn from Amy Cassidy how the remarkable Town of Eagle’s trail system draws in visitors within the mountain biking niche. Eagle focuses on mountain biking, but along with the mountain biking “lifestyle” comes a host of other amenities for travellers, such as breweries, coffee shops, events, races and a general healthy attitude of embracing the outdoors.
LoveSpringfield.co is an experiment in crowdsourcing by the Springfield, Missouri Convention & Visitors Bureau. In his presentation, Sean Dixon will discuss the story behind the project, the insights and learnings that were gained from the stories they collected, and how that information will impact their future marketing efforts as an organization.
Sean Dixon is the Interactive Media Manager for the Springfield, Missouri CVB. In his spare time, he enjoys being a father, photographer, video gamer, and software developer. He holds an MA in Communication and a BS in Mass Media from Missouri State University.
“If you dislike change, you’re going to dislike irrelevance even more.” – Eric Shinseki
Navigating disruption isn’t easy, especially without effective tracking, measurement and reporting tools in place. “Destination brand” can be defined as the collective sum of shared stories about a destination. Big Data now allows destinations to easily track, measure and report meaningful digital metrics about destination brand, marketing and storytelling efficacy. Having a transparent, honest lens into these digital metrics helps organizations focus on performance-based initiatives and also builds digital skills capacity. Assisting key demand generators to deploy digital operations dashboards is a tactic with measurable results.
Zac Gribble is an entrepreneur at heart with several business ventures brought to fruition since graduating from business school in 1996. His current mission as Director of Media Technology with Regional Tourism Organization Four Inc. (‘RTO4′) is to help build an entrepreneurial mindset within the world of destination marketing and management that focuses on experimentation, agility and adaptability. As the tourism industry continues to navigate the massive technological disruption from the web, social media, mobile, wearables and proximity awareness, Zac envisions a brave new world ripe with opportunity for tourism organizations willing to shift towards adaptive KPIs and a culture of innovation.
Budget, resources, and visibility of social in business is growing every year. Marketers are now integrating social strategies into all campaigns and programs as a core channel. This increased focus on social requires the need to measure its business impact, changing how marketers measure and report on their social activities and successes. In this session, hear from Ben Cathers, Senior Strategic Solutions Consultant at Hootsuite to learn the tactics leading marketers are using to measure social attribution in their business and how they tie social back to marketing KPIs and overall business objectives.
Ben is a Senior Strategic Solutions Consultant at Hootsuite. He sells, pitches and manages the initial and expansion rollout phases for some of Hootsuite’s largest government rollouts such as The Canadian Government, State of Massachusetts, State of Maryland, City of Boston and New York City.
The majority of meeting and event planners don’t know what a convention and visitors bureau is, much less how to use one. They tend to be social media dilettantes and lurkers. So how do you reach them? What kind of key performance indicators do you need to track? What elements of your leisure strategy can be repurposed for the meeting, incentive, conference and exhibition market? And how can you do all this with your limited budget and staff?
Do you ever think that agencies are lucky to be able to work with such a wide variety of clients? If you’re in an agency, do you ever dream of how you could change your client’s approach if you were in the trenches? Grace Goodman will discuss the transition from agency life to being client-side at a DMO. She will talk about challenges she faces in merging the worlds of agency and DMO life and will share how the knowledge she gained from her agency days influences what she works on now – helping Destination DC improve its digital strategy – by focusing on content marketing, social media, email, web strategy and user experience.
As any marketer knows, when it comes to content, quality trumps quantity. But quality content takes time and resources that many organizations just don’t have. To ensure you’re providing your social community the best possible timely content on the frontlines, you need to be backed by efficient workflows to streamline coordination and collaboration between teams while also ensuring a secure publishing environment.
In this session, hear more from Ben to learn best practices and tactics for safe and effective content management including social scheduling, hashtag monitoring, message assignment and permissions and simplifying content curation.
Kelly Kingman is passionate about helping people think and communicate more visually. Combining careers in publishing, design, digital content and graphic storytelling, Kelly shows marketers how to harness the power of pictures and words to make messages engaging and stickier.
As a graphic storyteller, Kelly captures and visualizes information in real-time and teaches individuals how to use simple images to ideate, collaborate and communicate more effectively. Combined with a publishing and digital marketing expertise, she specializes in simplifying and visualizing messages so they spread farther, faster in an increasingly image-driven social media landscape.
In her workshop, Kelly showed you how to take one post idea or a handful of bullet points and turn it into a plethora of shareable, memorable content.
By adding a visual layer to your content, you can super charge your content creation efforts. It’s like putting a megaphone to your words! And you don’t have to be an artist to use these techniques.
This in-depth (and creative!) session will cover:
• How to turn one idea into 10 pieces of content (without writing 10 times as much)
• How to greatly increase sharing and “stickiness” by harnessing the power of visual media
• No design team required: the few basic principles and tools anyone can use to create visual content
Destinations and tourism marketers now have a valuable opportunity to obtain guest intelligence from the social web and online review sites in order to:
- Better understand visiting travelers through public reviews
- Know specifics of what guests like and dislike about their hospitality offering
- Benchmark guest satisfaction levels between cities or regions
- Assist operators in improving the guest experience through providing tools and education
Transforming a DMO in a customer centric organization implies a double movement: no digital transformation without a human transformation. In his presentation, Frank Cuypers will discuss how a DMO should think like a festival.
Frank is one of Europe’s leading experts on destination marketing and will bring an exciting international perspective. This will be a very informative and eye opening presentation that will force you to think outside the box.
Frank has been consulting and transforming the DMO Visit Flanders for four years. He is a Associated Professor of Marketing at the University of Antwerp and also teaches City Marketing at Karel De Grote College.
He is a firm believer in a new way of marketing destinations who argues constantly with people who still confuse marketing with promotion.
Lauren Bath was back on the stage at SoMeT again this year! Lauren’s presentation covered her in-depth experience in the tourism industry as an Instagrammer and advice on undertaking these sorts of campaigns. Lauren also spoke to delegates about how to effectively work with influencers, emerging industry standards, making the most out of a social media campaign and what your budget will get you.
Lauren is a chef turned photographer due to her early success on the popular social media platform Instagram.
Becoming Australia’s first “professional Instagrammer” two years ago, has seen Lauren extend her skills from destination marketer to social media educator, consultant and strategist.
Also delving into project management, Lauren is a wealth of information on social media campaigns, their KPI’s, working with influencers and more.
Senior Strategic Consultant for Destination Think!, Aaron Nissen is a digital native, who in his 11 years of experience, has worked on just about every kind of web project imaginable. Aaron was formerly the Director of e-Strategies for Travel Alberta where he managed an annual budget of $3.8 Million. He has served three years on advisory committees for Canada e-Connect and Online Revealed Canada.
As part of Travel Alberta’s Management Committee, Aaron shared responsibility for setting the organizational strategy. He was responsible for building digital strategies that considered both internal and external stakeholders. Aaron has extensive experience working with large DMOs, Governments, and consortia partnerships.
Aaron has been asked to speak at a wealth of conferences and Annual General Meetings, such as TIC BC, Canada eConnect, Cariboo Chilcotin Coast Tourism Association AGM, Tourism Kelowna AGM and the Travel Alberta Industry Conference.
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2. The Internet in China Has Entered a Social Media EraPART I
The Chinese Social media industry is under rapid development in recent years,
which has changed the way people communicate. Customer behaviors, such as
the way of searching information, communicating with brands, purchasing and
interacting with other customers are also under dramatic changes.
3. The Internet in China has Entered a Social Media Era
After web portal and search engine era, today’s Chinese internet era is the era of social media
618,000,000
Internet Users Internet penetration rate in China has reached 45%
562,380,000
Social media users in China 91% of Chinese Internet users has a social media account
625,000,000
The number of active social media account in China Social media penetration rate in China has reached 46%
Source:
CNNIC
&
wearesocia
Trend
4. Chinese Social Media is Mobilising
Mobile Internet has become the main driving force Internet Development in China
540,000,000
China has more than 540 million mobile internet users Occupy 43% of the Chinese population
Source:
CNNIC,
The
33rd
Chinese
Internet
Development
Repor
71% of Weibo users log in with mobile internet
1 h 45 mins
The average time of using mobile internet devices
20.3% of travelers who book their trip online using mobile internet
144,400,000
China has more than 140 million mobile phone internet buyers
Trend
5. Social sharing influences purchasing decision
Chinese internet users trust product information and recommendation shared on social media
Trend
Follow
Chinese social media users follow
brands in average.
Like Influence
Nearly half of Chinese social media
users would favorite products shared by
their friends
Chinese social media users like to follow
business accounts
38% of Chinese netizens state
recommendations on social media can
influence their purchasing decision
8
Source:
Go-‐Glob
6. SO
An increasing number of tourism organizations in China begin to pay attention to social media.
They want use social media to communicate and interact with their customers in order to
increase sales, brand equity and customer satisfaction.
Weibo has become the main social channel for many domestic and international
tourism organizations in China, because…
7. Tourism Organizations’ Weibo Social Marketing EraPART II
Weibo is leading the social media trend in China. By the end of 2013, Weibo has
more than 500 million users. Sina Weibo is no longer a social media platform for
individual users to obtain information and interact with friends, it has become a
successful marketing platform for business users with unlimited opportunities.
9. Weibo Users Come From 190+ Countries and Regions
More than 144 million
monthly active users
More than 536 million
Weibo users
Formally established
in the 3rd quarter of
2009
Mobile app
released in the 1st
quarter of 2010
Open API released in
the 3rd quarter of 2010
Commercializing
since the 2nd quarter
of 2012
Releasing news feed
ads since the 2nd
quarter of 2013
Beginning strategic
alliance with Alibaba in
the 2nd quarter of 2013
10. Numbers know it all
Government and public servant accounts
Weibo, the most interactive public servicing channel
Verified personal accounts
Weibo, the platform has most Chinese professionals
100,000
700,000
400,000
Verified business accounts
Weibo, the only platform in China with visible figures and optimized
campaign effectiveness
144million
66million
Monthly actively users
Daily actively users
11. Chinese people’s
Weibo has already been integrated
into people’s everyday life in China…
Life Social
Information Service
Consumption ……
12. Weibo, the social media with the highest communication value in China
MH370Went missing for 130+ days
We are still
missing you
Focus on MH370
15 million Weibo posts contain “Missing MH370” keyword
More than 100 media have published news on Weibo about MH370
8.53 million Weibo posts contain #MissingMH370# topic hashtagOpinions, News Announcing Platform
Professional, Authorized Media Platform
Instant, Informative Broadcasting Platform
@CCTVNEWS @People’sDaily @MH370ChineseGovernmentInvestigatingTeam @MH370PassengerFamilyCouncil …
In China, Weibo has become the most important and major communication channel
during this incident.
Social media in China begin to show its new responsibility and irreplaceable nature.
13. @ Weibo provides ONE-STOP experience to satisfy travelers’ needs.
Travel and Weibo are becoming more and more inseparable. While travelling, sharing experience with friends and families on Weibo has
become an important part of people’s travel experience.
Source:2012
Weibo
Tourism
White
Paper
14. Australia, One of the MOST POPULAR TOPICS among Travel Users on Weibo
3,430,000 posts
with #Australia#
1,650,000 photos
about Australia
20,817 Key Opinion Leaders
have talked about Australia
Australia becomes a
hot topic on Weibo
Australia’s popularity is increasing
by more travel pictures users are
uploading daily to Weibo
Key Opinion leaders’ advocate
has strong influence on their
huge follower base
15. 2.1Millionposts
are
published
in
Australia
monthly
1.2Millionposts
are
published
by
travel
users
about
Australia
monthly
19.2Million
Weibo
users
like
Sydney
the
most
Simply
because
the
Opera
House
7.5 MillionWeibo users want to buy Australia
made milk powder
Because
Australia’s
outstanding
nature
environment
Sina
Weibo
is
becoming
one
of
the
major
global
social
media.
In
Australia,
numerous
users
are
using
Weibo
to
share
their
lives
with
the
world.
With
the
globalizaKon
of
Weibo
and
the
Kghtening
relaKonship
with
tourism,
more
and
more
people
who
have
traveled
or
are
traveling
in
Australia
choose
Weibo
to
share
their
experiences.
Weibo,
the
major
pla9orm
where
people
who
have
travelled
to
Australia
share
their
experiences
16. the Showground and Battlefield of Social Tourism Marketing@ Weibo
Weibo has more than 10,000 verified tourism organizations
50%
32%
11% 7%
Hotels & Airlines Travel agencies Tourism Bureaus Destinations
Source:2013
Sina
Travel
Weibo
T
White
Paper
17. The Rapid Development of China’s Online Travel Market and OTA Market
1313.9
1708.6
2204.6
2800.7
3400.3
4000.6
4650.1
2011 2012 2013 2014e 2015e 2016e 2017e
2011-2017 Transaction of China’s online travel booking market
(in 100million RMB)
Online airfare, accommodation and tour booking services have
boosted online travel market.
2011-2017 Transaction of OTA Market in China (in 100million RMB)
Stimulated by the travel needs in China, the transaction of
online travel OTA market is growing fast.
78.6
93.2
117.6
145.3
180.1
223.9
279.2
2011 2012 2013 2014e 2015e 2016e 2017e
Source:
iResearch,
2013
China
Internet
Economy
Major
Data
Release:
E-‐commerce
18. Weibo, the BIGGEST MOBILE SOCIAL TOURISM MARKETING PLATFORM in China
Followers:6,570,000
Posts:18,603
Attracting numerous OTA tourism organizations
in order to enhance Weibo’s mobile platform market
Followers:3,040,000
Followers:3,400,000
Followers:3,030,000
Posts:14,496
Posts:15,081
Posts:29,762 Source:2013
Sina
Travel
Weibo
T
White
Paper
19. What is the best way for tourism organizations
to conduct social marketing on Weibo?PART III
With the huge influencing power of Weibo, an increasing number of tourism
organizations are seeking new ways of interactions and relationship building with their
customers, in order to conduct marketing practice for destinations and travel products.
20. Service
Values
Communica?on
Values
The new position of tourism
organizations on Weibo
We
have
upgraded
our
Weibo
products
and
services,
in
order
to
beAer
serve
tourism
industry
with
its
communica?on,
marke?ng
and
service
needs,
make
online
to
offline
and
offline
to
online
social
marke?ng
achievable
for
everyone,
and
help
tourism
organiza?ons
to
accumulate
more
social
assets
on
Weibo.
Trading
Values
22. Case Travel Canada Canada
Tourism’s
Weibo
social
markeKng
case
Step 1. Upgrade Official Weibo adding activity elements and increasing participation
Video
increases
recogni?on
Prizes
mo?vate
par?cipa?ons
Simplified
par?cipa?on
process
Auto
Weibo
Dissemina?ons
The
Ac?vity
Entrance
23. Case
Step 2. Using
Sina’s
EFFECTIVE
DISSEMINATION
RECOURSES
reaches
all
users
and
encourage
more
people
to
parKcipate
Hot
Topic
Ranking:
leading
the
topic
trend
Celebri?es
Official
accounts
Canada
Tourism
KOL
Dissemina?on:
rapid
expansion Weibo
Events:
high
interacKon
rate
leads
to
high
brand
equity
Media
exposure
Inbox
Messages
Source:
Weibo
Backstage
Data
Analysis
2014,7
Par?cipa?on
leads
to
organic
dissemina?ons
FansTop:
top
announcement
Travel Canada Canada
Tourism’s
Weibo
social
markeKng
case
24. Travel
Canada
Performance
“Travel
Canada”AcKvity
Weibo
disseminaKon
diagram
Topic
Effec?veness:
Covered
more
than
64
million
users,
More
than
100,000
users
parKcipated
in
topic
discussion.
KOL
Endorsement
Performance:
94
verified
KOLs
parKcipated
30,000
users
interacted
with
KOLs
FansTop
Performance:
250,000
impressions
Led
to
organic
dissminaKons
that
covered
over
2.7
million
people.
25. Upgraded Official Account Demo-Mobile Upgraded Official Account Demo-PC
SERVICE SERVICE
Background
picture
Information
(e.g. Weather, opening
hours and ticket price)
Hot Topics
Popular Activities
Official News
Travel tips
Tickets
Recommended
Destinations
Picture Wall
Partners Weibo
Introduction
Hotlines
Partners Website
Background
picture
Popular Activities
Recommended
Destinations
Hot Topics
Partners Weibo
Introduction
Tickets
Official News
Travel tips
Picture Wall
Partners
Website
Hotlines
26. SERVICE
Upgraded Official Account Demo-Mobile
Background
picture
Information
(e.g. Weather, opening
hours and ticket price)
Hot Topics
Popular Activities
Official News
Travel tips
Tickets
Recommended
Destinations
Picture Wall
Partners Weibo
Introduction
Hotlines
Upgraded Tourism Organization Official Weibo Page Demo
28. 01
Auto Keyword Reply:
Engaging Format: support text, pictures, locations, audio message
and so on
Subscrip?on
Service
Broadcast
Service
ü Inbox group message: subscribed users' monthly newsletter
ü Follower segmentation: segment subscribed users in order to
provide more customized services
Navigation Bar: introduce more services to users
Click on Korea Travel To see more categories
Keyword Reply: Inbox Group Message: Navigation Bar Self Services
@奋斗Korea Case
Weibo Fans Service Platform
The Key Guarantees of the Success of Social Tourism Marketing on Weibo
29. Weibo Analysis Platform
Single
Weibo
Analysis
Fans
Analysis Mul?-‐dimension
analysis
The Key Guarantees of the Success of Social Tourism Marketing on Weibo
30. Photographers
Foodies
Road
Trip
【The
Structure
of
The
Experience
Team】
【Photographers 】
【Foodies】
【Road Trip Bloggers】
#江西⻛风景独好#碛口古镇位
于城南50公里处,是中国历
史文化名镇,镇内的西湾村
是首批中国历史文化名村。
建筑格局具有浓郁的江西⻛风
格。镇里的生活安祥而 静,
这里的每个深宅大院,都有
着一段属于自己的故事与过
往,那些曾经的辉煌,在岁
月的红尘中,渐渐地消褪了。
50,000 CelebriKes
from
different
industries
Travel
related
KOLs
2,700,000
Matching
different
social
tourism
marke?ng
needs
@江西⻛风景独好Case
The Key Guarantees of the Success of Social Tourism Marketing on Weibo
Weibo’s
integrated
markeKng
KOL
resources
31. PC Mobile
Weibo Event Platform
Event Form:
①IncenKve
repost
②Discount
voucher
distribuKon
③Free
trial
……
Event
Placorm
Backstage
The Key Guarantees of the Success of Social Tourism Marketing on Weibo
32. Social E-Commerce
Ac?vity
Announcement
Top Banner
6.15-6.16 6.16
Brand, topic
recommendations
FansTop
Brand, topic
recommendations
KOLs
6.16 6.16(Sold out)-6.17
Prerelease
Reminder Sales Start
T-Mall Sales Event
Promotion
Promotional
Methods
Encourage people to use
T code at T-Mall
Sales Start“Buy T code with 1 cent”
Prerelease announcement
Prerelease
Product Link
@T-Mall Case
Selling
T
code
on
Weibo,
moKvaKng
people
purchase
on
T-‐Mall
By
using
topic
recommenda?ons,
news
feed
ads,
inbox
message
annoucment,
this
event
covered
more
than
22
million
users
within
2
days
The Key Guarantees of the Success of Social Tourism Marketing on Weibo
33. @T-Mall Case
Product Card Displayed in
Weibo
Sold out within 20mins
Transection Page T code in use
Performance:
20mins,
10,000 T codes are gone!
Source:T-‐Mall
Official
Data
Release
Benefiting from the
sales of T code, a new
sales record are made
on T-Mall
The Key Guarantees of the Success of Social Tourism Marketing on Weibo
Social E-Commerce
34. 23.77million users
253,855,030 interactions
268 Business partners
99 Destinations
2013 #Travel With Weibo#
Honestly, we did this last year , the result was not bad…
Weibo Integrated Themed Marketing Events
The Key Guarantees of the Success of Social Tourism Marketing on Weibo
35. Accurate Rich
Resources Direct
2014#TravelwithWeibo#
Weibo
+
TaoBao.com
Giving
away
10million
RMB
cash
To
encourage
more
sharing
2014
#TravelwithWeibo#
and
Social
e-‐commerce
36. In Conclusion
In this new era of social media and internet, travel users’ consumption decisions are heavily influenced by social media.
Weibo has become a showground/battlefield for the tourism industry. An increasing number of tourism organizations are
paying more and more attentions to and expanding their usage of Weibo as a social marketing platform. We want to invite
you to join us in this era of social media, and together we can create the future of social marketing !
37. Thank YouJoin
Weibo,
embrace
the
future
of
social
tourism
Max Yáng, Project Manager,@景栋
2014.7