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China Travel Distribution Summit 1 Dec2009

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Dragon Trail co-founder Jens Thraenhart's presentation during the 2009 China Travel Distribution Summit in Shenzhen - December 2009.
www.DragonTrail.com

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China Travel Distribution Summit 1 Dec2009

  1. 1. Providing Interactive Marketing and Social Media strategic advisory services to travel and tourism organizations, including intermediaries, hotels, and tourist boards that target the fast growing and lucrative Chinese leisure travel market. Member of: Contact us for more Information: [email_address] www.DragonTrail.com Get insights & trends: www.ChinaTravelTrends.com Twitter: @CnTravelTrends
  2. 2. Dragon Trail Team Founded by international leading experts in social media, e-tourism and travel technology D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM NETWORK E-MARKETING CONTENT STRATEGY TECHNOLOGY SOCIAL MEDIA
  3. 3. Solutions & Bridges One-Stop-Shop solution <ul><li>Strategy </li></ul><ul><ul><li>Digital Marketing & Social Media </li></ul></ul><ul><ul><li>China Tourism Marketing </li></ul></ul><ul><li>Technology </li></ul><ul><ul><li>Website Development </li></ul></ul><ul><ul><li>Technology Applications </li></ul></ul><ul><li>Marketing </li></ul><ul><ul><li>Social Media & Content </li></ul></ul><ul><ul><li>Search Engine Optimization </li></ul></ul><ul><ul><li>Online Advertising </li></ul></ul><ul><li>Innovative Channels </li></ul><ul><ul><li>Influencer Marketing </li></ul></ul><ul><ul><li>Mobile Marketing </li></ul></ul>D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  4. 4. Outbound Travel from China D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  5. 5. 338 millions Internet users (June 2009) 92 % contribued to social media 43 % communicate via forums/discussion boards 41 millions are « heavy » social media contributors 42 millions bloggers in China (more than in Europe and USA combined) China is one of the strongest country in the world with active consumers in social media platforms Source: www.cnnic.cn China Internet Network Information Center (CNNIC) D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  6. 6. Blogging: Asia leads 16-54 Active Internet Universe Estimates Source: Universal McCann Social Media Tracker D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM % Write their own blog 60%+ 40% -60% 30%-40% <30%
  7. 7. Social Networking: everywhere Source: Universal McCann, Wave 3 2008 D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM % joined a social network 70%+ 60% -69% 50%-59% <49%
  8. 8. Access is open Free broadband Laptops for $300 HD Video camera for $150 Video on Mobile phones D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  9. 9. 2006 > 2008. Massive growth 28% 30% 27% 10% 58% 31% 63% 82% 66% 36% 41% 31% 22% 58% 52% 55% 42% 77% Source: Universal McCann Social Media Tracker D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  10. 10. Chinese Online Participation and Engagement is more vibrant than in the West Source: CIC Watch, 2008 D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  11. 11. Incredibly high Online Social Engagement D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM <ul><li>Social Engagement Comparison between China and US/Europe: </li></ul><ul><li>40 % Creators vs. 14% in US and 15%-20% in Europe </li></ul><ul><li>44% Critics vs. 16% in US and 13%-24% in Europe </li></ul><ul><li>34% Collectors vs. 11% in US and 4%-9% in Europe </li></ul><ul><li>25% of Inactives vs. 50% in US and 30%-55% in Europe </li></ul>
  12. 12. Social Media D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  13. 13. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  14. 14. NewZealand.com - Homepage Trip Planner Partner Product Placement Partner Product Placement Trip Planner D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  15. 15. NewZealand.com - Homepage Design Your Own Trip User Feedback User Blogs User Video D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  16. 16. Brands partner with Xiaonei.com (RenRen) D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Screen fold
  17. 17. Lancome leverages blogger’s brand passion D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  18. 18. Blogger Relations: Influencer Marketing in Action D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  19. 19. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  20. 20. Canadian Tourism Commission (CTC) is trying to position Canada to Chinese Consumers Canada does not have Approved Destination Status The CTC leverages celebrities as influencers D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  21. 21. Invited Shen Xue & Zhao Hongbo in 2008   Top 3 Ice Figure Skaters, winners of the world Championships in 2007 Developed an integrated Campaign, including Social Media D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  22. 22. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  23. 23. <ul><li>The Switzerland Tourism Board in Beijing held a series of campaigns in China to attract more Chinese travellers, and to position Switzerland as the prime destination for Mountain Climbers. </li></ul><ul><li>IMAX film screening festival – invited infuencers and media </li></ul><ul><li>Invited a Celebrity Blogger to Switzerland </li></ul>D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  24. 24. - Wangshi, founder of Wanke Real Estate company. - Mountain Climber, and well known blogger in China. He has blogs in Sina. And Sohu. Look at the number of the readers. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  25. 25. Look at the clicks of a single post. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  26. 26. <ul><li>The data and insight you accumulate will help you understand three important characteristics of influence: </li></ul><ul><li>• People have a quantity of influence — that is, the maximum number of other people they can reach with a message. </li></ul><ul><li>• People have quality of influence — the amount of influence they exert over those they reach. </li></ul><ul><li>• People have types of influence — that is, categories of expertise that other people assign to them. </li></ul><ul><li>The impact of influencers: </li></ul><ul><li>• Retail: 1% of influencers drive 46% of revenue </li></ul><ul><li>• Entertainment: 2% of influencers drive 50% of downloads </li></ul><ul><li>• Healthcare: 4% of influencers drive 35% of revenue </li></ul><ul><li>• Telecom: 2% of influencers drive 42% of revenue </li></ul>Know How To Identify The Influencers D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  27. 28. WINSER ZHAO – Social Media GEORGE CAO - Technology JENS THRAENHART - Strategy Contact us for more Information: [email_address] www.DragonTrail.com IRMA TJAHJADI - Editorial Get insights & trends: www.ChinaTravelTrends.com Twitter: @CnTravelTrends CHINA TRAVEL TRENDS . com

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