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Dragon Trail China Digital Marketing and Social Media Case Study

Presentation at the China Travel Distribution Summit 2010, in Beijing. Case Study about the China Social Media Campaign, executed by Dragon Trail

Dragon Trail China Digital Marketing and Social Media Case Study

  1. 1. Relationships with: CHINA TRAVEL TRENDS . com
  2. 2. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM “ Social Media is the most influential communications medium in modern China” Two-thirds of surveyed public affairs executives – Edelman Media Influence Survey, November 2009
  3. 3. China’s digital media landscape is dominated by local players . Government censorship Local players appeal to domestic users D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  4. 4. <ul><ul><li>GOAL: Increase Brand Awareness & Generate Demand 1. Culturally Relevant Chinese Website 2. Social Media Marketing 3. Social Media Campaign 4. Turning Captured Data into Intelligence 5. Leveraging Intelligence to build Relationships </li></ul></ul>Dragon Trail Digital Marketing Execution D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM DRAGON TRAIL PROPRIETARY MULTI-TOUCHPOINT RING STRATEGY COMP - CHINA ONLINE MARKETINGPLATFORM CIMS - CHINA INFLUENCER MARKETING SYSTEM CRM – CUSTOMER RELATIONSHIPS SALES
  5. 5. <ul><li>Strategic Focus & KPIs: </li></ul><ul><li>Brand Awareness </li></ul><ul><li>Relationships </li></ul><ul><li>Sales </li></ul><ul><li>Build relevant web presence </li></ul><ul><li>Develop engaging content </li></ul><ul><li>Increase touch-points online </li></ul><ul><li>Drive traffic of interested individuals </li></ul><ul><li>Focus on capturing relevant Consumer data Online (and Offline) </li></ul><ul><li>Leverage data to qualify via targeted offers </li></ul><ul><li>Refer potential guests to tour operators and travel agents </li></ul><ul><li>Test direct sales online </li></ul>
  6. 6. DRAGON TRAIL CHINA CASE STUDIES
  7. 7. Banff National Park Chinese Web Site and Social Media marketing Case Study
  8. 8. <ul><li>No advertising (paid search, banner advertising, print) </li></ul><ul><li>Promotion via Chinese Social Media only </li></ul><ul><li>90 % Viral Spread (over 90% of people who registered on were invited to join by their friends who had already signed up). Registrations including name, email, mobile phone) </li></ul><ul><li>After Week 1: 6,500 visits / 3,000 registrations </li></ul><ul><li>After Week 2: 30,000 visits / 8,000 registrations </li></ul><ul><li>After Week 3: 75,000 visits / 37,000 registrations </li></ul><ul><li>After Week 4: over 100,000 visits / over 50,000 registrations </li></ul><ul><li>After Week 6: 180,000 visits / 90,000 registrations </li></ul>Case Study: Canadian Rockies Social Media Contest D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  9. 9. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Step 1. Chinese Website
  10. 10. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  11. 11. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  12. 12. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Step 2. Social Media Marketing
  13. 13. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Micro-blog : http:// t .sina.com.cn/ canadianrockies D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  14. 14. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM SNS: www.kaixin001.com /canadianrockies D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  15. 15. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Video Sharing: http://u.youku.com/user_video/id_UMjQ5ODk5MjMy.html D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  16. 16. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Step 3. Website Launch Campaign
  17. 17. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  18. 18. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM 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 D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  20. 20. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Total Website Visits: 198,631
  21. 21. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Total Email Sign-ups: 88,582
  22. 22. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Top P ublic D omains of Email Top C orporate D omains of Email @hotmail.com @yahoo.com @siemens.com @kone.com @163.com @189.cn @cn.ibm.com @damco.com @qq.com @yeah.net @sonyericsson.com @pg.com @126.com @vip.qq.com @alcatel-sbell.com.cn @dich.denso.com.cn @gmail.com @vip.sina.com @dhl.com @cn.ey.com @yahoo.com.cn @foxmail.com @amway.com @deloitte.com.cn @sina.com @sina.com.cn @hp.com @philips.com @sohu.com @263.net @cn.pwc.com @aia.com @139.com @live.com @hsbc.com.cn @freescale.com @yahoo.cn @vip.163.com @ge.com @nsn.com @21cn.com @msn.cn @cn.bosch.com @citiz.net @msn.com @eyou.com @wo.com.cn @sgs.com @tom.com @sina.cn @sc.com @shanghaigm.com @live.cn @QQ.com.cn @dell.com @mciqingdao.com
  23. 23. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Alexa Traffic Source Report
  24. 24. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  25. 25. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  26. 26. Get insights & trends: www.DragonTrail.com www.ChinaTravelTrends.com Twitter: @CnTravelTrends Join our Community: www.Community.ChinaTravelTrends.com E-Mail: [email_address] Relationships with: CHINA TRAVEL TRENDS . com

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  • DustinHai85

    Dec. 8, 2010
  • everlastingV

    Feb. 25, 2011
  • ericbenjaming

    May. 29, 2011
  • anaivanovic

    Oct. 3, 2012
  • richn8

    Nov. 12, 2012
  • kanozhang

    May. 7, 2014
  • FrankyNg4

    Jun. 11, 2016

Presentation at the China Travel Distribution Summit 2010, in Beijing. Case Study about the China Social Media Campaign, executed by Dragon Trail

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