Dragon Trail China Digital Marketing Summary Nov 2010

. com
Relationships with:
CHINA DIGITAL MARKETING PROGRAM

REACH & CONNECT
WITH AFFLUENT
CHINESE CONSUMERS
BY LEVERAGING DIGITAL
MARKETING, TECHNOLOGY
AND SOCIAL MEDIA TO
INCREASE BRAND AWARENESS
AND GENERATE DEMAND

Lynn Li
• Award-winning Communications and PR Expert
-- Responsible for the communications execution of Regent Hotels and Park Plaza Hotels
brands in China
- Developed the Regent Beijing brand, by leveraging traditional and online PR techniques
• Work experience in Singapore and China
- worked for major tour operator Kuoni in Singapore, as well as hotels in both Singapore and
China
• Professional Translation Experience
• Avid blogger on Chinese social media sites about travel and lifestyle
• Educated in China and Holland
Director of Cient Services & Chief Story Teller
Responsible for Day-to-day client relationships
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
DRAGON TRAIL INFLUENCER MARKETING APPROACH

The Power of the Internet Community in China:
Redefining the Brand/Consumer Relationship

6
• Online influencer marketing: creating buzz of the product so the client
makes up the mind before visiting the travel agent
• Chinese consumers heavily use the Internet to make purchase decisions
• Travel agents in China recommend travel packages that they have either
known or offer the best incentives if the consumer does not have a
special destination in mind
• To be in the consumers mind prior to contact a travel agent is the target
• Have a relevant and engaging Chinese website, optimized for Chinese
search engines and hosted in China, and leverage social media websites
with touch points to drive traffic back to the website in order to spread
the word about the brand , capture consumer data, and start
communicating with the consumer to build a value-based relationship.
Consumer Strategy – How to win affluent Chinese Tourists

7
GOAL: Increase Brand Awareness & Generate Demand
– Guide Strategy Execution
– Build a foundation for brand engagement
(Social Media ready and Search Engine
optimized Website for the Chinese Market)
– Create online touch-points
– Develop relevant content
– Maintain, monitor, engage, and evaluate
– Gain insights from data and social media
– Combine and offline and online tactics
– Drive campaigns that convert
– Increase revenues
Dragon Trail Digital Strategy Approach

Dragon Trail Digital Strategy Planning

1. Relevant Brand
Chinese Website
2. SEO Lifestyle &
Regional Satellite Sites
3. Targeted Chinese
Social Media Profiles
4. Content Syndication
& Blogger Interaction
5. Mobile Presence
Dragon Trail Multi-Touchpoint Ring Strategy

Satellite Sites
Campaign Pages
Web Analytics
Web Analytics
Pull Marketing
Push Marketing
RSS Marketing
Email Marketing
CGM Marketing
Blogs
SNS
Viral Marketing
Web Optimization
SEO
Usability
LPO
Your Digital Site
Web / Mobile
External Efforts
Conversion Zone Marketing
Database
PPC / SEM
Affiliate Marketing
Media Buying
Widgets / Apps
Dragon Trail China Online Marketing Platform

Platforms
Understand
Be useful
Be live
Videos: Youkou
Images: Yupoo
Micro-Blog: Sina
Bookmark: Zhuaxia
SNS: RenRen
Social Space
Networks
Plan/iterateMeasure
Active listening
Aggregation Outreach Moderation
APIs
Dragon Trail
Social Spaces
Framework
Principles
Processes Widgets / tools
EditorialOptimise assets
M&S assets
On-site UGC
Connecting
Research & Listen
Curation
Content

1. Determine the best possible
market strategy to build brand
awareness and reach the
target audience
2. Develop a culturally-
relevant Chinese Website,
consistent with the brand
message, optimized for
Chinese search engines,
designed for the Chinese
target market, with
engaging content, and
hosted in China with state
of the art technology.
3. Set-up profiles on targeted Chinese
Social Media profiles, seed relevant
content, engage with the audience, and
monitor for brand reputation.
4. Execute an innovative
social media campaign that
drives traffic and captures
consumer data, leveraged
for future initiatives.
5. Interact with influential bloggers
and manage Dragon Trail’s
Familiarization Trip 2.0 Program,
designed to create buzz about
the brand.
Dragon Trail Program Execution

Strategic Focus & KPIs:
1. Brand Awareness
2. Relationships
3. Sales
- Build relevant web presence
- Develop engaging content
- Increase touch-points online
- Drive traffic of interested
individuals
- Focus on capturing relevant
Consumer data Online (and
Offline)
- Leverage data to qualify via
targeted offers
- Refer potential guests to tour
operators and travel agents
- Test direct sales online

1. Website hosting in China is critical in order to ensure organic
local search engine optimization, and optimal accessibility.
2. Content development has to be relevant to the market, and
straight translation may create dangerous content gaps.
3. Constant optimization of the social media landscape is
critical in order to ensure content seeding, consumer
engagement, and brand reputation.
4. Local representation, especially with intimate knowledge and
relationships in the travel and internet space in China critical
in order to ensure successful strategy execution.
…in short: YOU NEED A TRUSTED LOCAL ADVISOR IN CHINA.
A couple important points…

Project Execution

17
Sample Project Timeline
Month 1 Month 2 Month 3 Month 4 Month 5
China Digital Marketing Program
Data
Gathering
Content
Development
Website
Development
Contract Signing
Blogger Engagement
Social Media
Set-Up
Engagement
Evaluation
Content Audit,
Content Development, Translation
Information Architecture
Relevant Website Design
Social Media Site Set-up
Content Seeding
Ongoing Status Updates
Strategy Development

• Website developed consistent with brand message, aligned to English-language
website, designed with cultural nuances in mind.
• Website will be integrated with website measurement tools, as well as a dynamic content
management system, and will be mobile-ready.
• Chinese social media integration, as well as integration of engagement tools, including
mapping, slide shows, video embedding, bookmarking, event calendar, internal search,
Tell-a-Friend, online postcards, etc.
• The website will encourage permission-based data capture to grow a powerful database
that can be used for campaigns and building customer relationships.
• Referral mechanism to travel trade partners (toll free number, contact form).
• Please enquire about our Tourist Board DMO and SME Partner Program
• Please discuss various online booking and transaction options
We have developed a unique affiliate partner programs for:
- Agencies all over the world looking to establish an online presence in China for their
clients
- Tourist Boards all over the world looking to establish an online presence in China for
themselves and their industry partners
- Large Hotels companies and consortia looking to establish online presence in China for
their brand and their affiliated properties
Chinese Website

• Set up profiles on three key social media websites, including a major video sharing site, a
social network, and micro blog (Youtube, Facebook, and Twitter equivalents), including all
necessary site application procedures and Chinese government approval processes.
• Seeding of relevant content on these sites, based on the delivery of content and stories by
the client. A healthy balance of stories with promotions is essential. We will leverage
content from the corporate websites, from profiles on English-language social media sites
(if available) as well as from partners.
• Engaging with users to attempt to drive viral spread. This includes frequent checking-in on
the profiles in order to respond to questions, monitor comments, and identify trends.
• Protect the brand reputation of the client by being alert on specific comments, and avoid
escalation of potential situations, especially offline occurrences related to client’s
products and services. Comments will be carefully monitored and recorded, and provided
with an approved response.
• Via other channels (such as BBS, external sites, blogs, etc.), Dragon Trail will focus to
acquire new fans and followers, to drive interest and buzz.
SOCIAL MEDIA CAMPAIGN:
• Development of a landing page for the campaign, integrated into the Chinese website.
• Design a call to action, which should be focused on capturing customer data.
• Integrate the campaign on the social media profiles, and attempt to get blogger engagement
Chinese Social Media Marketing

• 70% Membership Discount of an enhanced listing on the soon
to be re-launched Go10000.com (Go10000 was one of the
first travel search engines in China, first launched back in 2005
Visit: http://www.eyefortravel.com/node/9503 & http://tinyurl.com/267rsg8)
• Go10000 will fill a void for Chinese consumers to search for domestic and international
hotels, destinations, cruises, tours, leveraging sophisticated taxonomy, mapping, and
search technology, enabling Chinese consumers to find information about travel
products and services in Chinese language, by being able to search using detailed
keywords. A powerful branding and demand generation tool for companies.
• Go10000 will be re-launched in the end of 2010 as the “Official Chinese Travel Search
Engine”, and will be fully optimized for Chinese search engines, and drive traffic
directly to the Go10000 members websites (preferably Chinese websites).
• Go10000 will feature its own social media profiles on major and niche social media
websites in China, as well as various BBS.
• Go10000 will have its own mobile website and mobile applications (China had 800
Million mobile users by July 2010, and over 40 Million people that access the Internet
only on mobile devices).
• Content translation and content publishing , as well as tagging will all be included.
New Media Channel: Go10000.com

CHINA INTERNET & SOCIAL MEDIA LANDSCAPE

23
China Outbound Travel
25,330.9
40,891.4
5,643.2
11,174.0
3,151.4
4,808.4
1,216.2
1,834.7
0
10,000
20,000
30,000
40,000
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007p 2008f 2009f 2010f 2011f
0
2,000
4,000
6,000
8,000
10,000TotalOutbound Travel
TotalLong-haulTravel
Data from China National Tourism Office and Global Insight – Global Travel Navigator May 2008
Travel Motivation
• Rising Incomes
• Easier to get visas, hard
currency and passports
• Travelling abroad for
business and education
inspires them to return to
the same destinations for
leisure
• Travel (especially to
Europe) as a status symbol
• In-depth travel is becoming
more popular than multi-
country packages
• Status, novelty, culture,
shopping, time, cost, food
Travel Needs
• Safety of a destination
• Ease of getting a visa
• Other factors:
-Natural Scenic Beauty
-Well-known landmarks
-Friendly local people
But…
• Good Chinese food not
always available
• Quality level not according
to Chinese expectations

China Outbound Tourism 2010:
Greater interest in in-depth travels by Chinese travellers:
• The survey of the China Tourism Academy
2009/2010 shows that Chinese tour operators are
increasing their range of products, meeting
the growing demand for more sophisticated
travel offers from Chinese customers.
• Niche market and special interest products
gain opportunities to attract Chinese visitors.
Published in cooperation with the China Tourism Academy (CTA)
and the China Outbound Tourism Research Institute (COTRI)

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

420 million Internet users in July 2010, representing 30% of the Chinese population
Most engaged country online: 92 % contributed to social media
85% of Chinese online users approve Internet Censorship
More bloggers in China than in Europe and USA combined
Source: CNNIC; Trendspotting; Forester; iResearch
CHINA INTERNET USERS HAVE GROWN BY 1500% SINCE 2000
The Internet is their most important information source for 84.3% of netizens

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.

Online Travel Research in China
Source: Nielsen, 2009

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

Source: Chinese Social Technographics Revealed,
2009/01/23
Source: New 2008 Social Technographics data
reveals rapid growth in adoption, 2008/10/20
CHINA SOCIAL MEDIA DOMINATES THE US:
Chinese netizens are more engaged in creating/sharing content

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

“Social Media is the most
influential communications
medium in modern China”
Two-thirds of surveyed public affairs executives –
Edelman Media Influence Survey, November 2009

Select Clients

Banff National Park
Chinese Web Site and
Social Media marketing
Case Study

• No advertising (paid search, banner advertising, print)
• Promotion via Chinese Social Media only
• 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)
• After Week 1:
6,500 visits /
3,000 registrations
• After Week 2:
30,000 visits /
8,000 registrations
• After Week 3:
75,000 visits /
37,000 registrations
• After Week 4:
over 100,000 visits /
over 50,000 registrations
• After Week 6:
180,000 visits /
90,000 registrations
Case Study: Canadian Rockies Social Media Contest

DRAGONTRAIL.COM - CHINATRAVELTRENDS.COMDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Step 1. Chinese Website

Step 2. Social Media Marketing

Micro-blog: http://t.sina.com.cn/canadianrockies

SNS: www.kaixin001.com/canadianrockies

Video Sharing: http://u.youku.com/user_video/id_UMjQ5ODk5MjMy.html

Step 3. Website Launch Campaign

MOBILEE-MARKETING
LOCALIZED
CONTENT
RELEVANCY
STRATEGY
TECHNOLOGY
SOCIAL MEDIA
Dragon
Trail
Team
Founded by international leading experts
in social media, e-tourism and travel technology-
Recognized for most innovative new service for China Outbound Tourism
The Senior Team, led by the founders,
consists of top experts, having worked
in leading social media sites in China,
headed PR/Communications for global
luxury hotel brands in China, and having
spearheaded the expansion of western
travel businesses into China, and worked
for English-Chinese translation companies.
Advisors include the most senior experts in
travel and tourism for China and globally.

JENS THRAENHART
晏子
• Award-winning working experience
- National Tourism Organization
(Headed up Marketing Strategy and E-Business/CRM for the Canadian Tourism Commission)
- Luxury Hotel and Vacation Ownership Industry
(Headed e-Commerce for Fairmont Hotels & Resorts, and Marketing/CRM for Fairmont Heritage Place)
• Consulting experience with Hotel Companies and Destination Marketing Organizations
- Global Client List includes organizations in Canada, USA, Europe, Middle East, Africa, Asia, Pacific
• Company Start-up Experience
-Started three online travel ventures, and founded four online travel conferences and e-Tourism Awards
- Editor and avid blogger (TourismInternetMarketing.com & DestinationExperiences.com)
-Co-Founded global travel blogging community (Tips from the T-List) & Canadian e-Tourism Council
• Industry Awarded for marketing and sales excellence and recognition for Travel e-Commerce
- Won several awards in website design and e-marketing, and is listed as one of the
‘Top 25 Most Extraordinary Sales and Marketing Minds in Hospitality and Travel’ in 2004 and 2005,
and was recognized as one of the ‘travel industry’s top 100 rising stars’ by Travel Agent Magazine in 2003.
• Solid relationships with industry associations, such as UNWTO, PATA, HSMAI, HEDNA, IFITT, ETC, IOETI.
• Highly Educated: Graduated with an MBA from the School of Hotel Administration at Cornell University.
Co-Founder & Chief Strategist,
Responsible for Strategy and Business Development

GEORGE CAO
曹志刚
• Award-winning working experience in China and USA
-Developed Revenue Management systems and provided RM consulting to leading hospitality
companies including Choice Hotels, Omni Hotels, La Quinta Inns and Harrah's Entertainment
- Holds a US patent in Event Revenue Management
- Developed travel distribution technologies for WorldRES and Search Party
- Created and evangelized cutting edge internet technologies in Silicon Valley
• Consulting experience with Hotel Companies and Online Travel and Technology Companies
- Global Client List includes organizations in USA and Asia Pacific
always with the goal to increase revenues and increase consumer engagement and loyalty
• Company Start-up Experience
-Founded online travel ventures, including SearchParty.com (USA), and Go10000.com (China)
• Graduated with an MBA from the School of Hotel Administration at Cornell University.
Co-Founder & Chief Technologist,
Responsible for Operations and Technology

Advisors:
Professor Geoffrey Lipman
• Former Assistant Secretary-General of UN World Tourism Organization (UNWTO), until 2010.
• The first President of the World Travel and Tourism Council (WTTC), between 1990 to 1999.
• Executive Director of the International Air Transport Association (IATA), from 1966 to 1985.
• Adjunct Professor at Victoria University (Australia) and Griffith University (Australia) as well as
Senior Research Fellow at George Washington University (USA).
• Moderated the Davos Conference on Climate Change and Tourism and the subsequent
Ministerial Summit; and served as 2007 Chair of the UN Communications Group.
Professor Dr. Wolfgang Arlt
• Founder and director of the COTRI China Outbound Tourism Research Institute.
• Engaged in European-Chinese business and tourism relations for 35 years and visited the
People’s Republic of China more than 100 times, starting in 1978.
• Professor for Tourism Economics at West Coast University of Applied Sciences in Germany,
and Visiting Professor at several Chinese and European universities, as well as Fellow of the
Royal Geographical Society (London).
• Named as the “preeminent global researcher on China Outbound Tourism”.

"As a global hotel group we recognize the importance of maintaining unique
social media strategies for each target market. The Chinese social media
landscape is unlike any other in the world, and for that reason we sought the
expertise of Dragon Trail. With years of social media marketing experience
combined with an in-depth understanding of the Chinese travel industry,
Dragon Trail has been instrumental to our social media success in China.“
Kristin Ruble, Vice President Marketing
Mandarin Oriental Hotel Group
Testimonials
"China is a very promising but also complex market and we are happy that we have
partnered with Dragon Trail to build and maintain our brand presence and engage
with the Chinese online community. They created a comprehensive online
marketing program for our destination, including a captivating and flexible website,
presence on major social media sites, engaging online contest and much more. The
Dragon Trail team's high efficiency, passion and knowledge of Chinese web and
social media space is invaluable for the success of our online presence in China."
Julie Canning, President & Chief Executive Officer
Banff Lake Louise Tourism, Canada

DRAGON TRAIL CHINA MARKETING SERVICES

1. Developing a culturally relevant web presence, including am engaging website, and possible
satellite sites and blogs in order to increase touch-points and visibility.
2. Leveraging existing and developing relevant content to be published on the website(s).
3. Setting up profiles on various social media websites, including image sharing, video
sharing, social networks, as well as blogs on prominent portals and websites.
4. Maintain a consistent and interesting presence on the Chinese social web, including
publishing relevant content, monitoring comments, responding to comments, and engage
on other relevant social media profiles, in order to increase fans and followers, awareness,
and traffic.
5. Syndicate branded content to third party sites, such as travel agency websites, lifestyle
sites, blogs, communities, BBS forums, and more.
6. Drive traffic by executing online marketing techniques, such as online advertising, search engine
optimization, search engine marketing, affiliate marketing, and other online marketing
campaigns such as contests, and sponsored partner marketing. Possibly integrate offline tactics to
the execution, such as offline advertising, trade and media relations, as well as events.
7. Leveraging relationships with bloggers and celebrities in order to engage in innovative
influencer marketing to generate content and assist in the decision making process of potential
customers.
8. Integrate various technology applications, based on strategy, such as e-Learning, online
community, individual trip planning, group trip planning, meta search, booking engine, and
others in order to further increase engagement and drive conversion.
9. Leverage the huge mobile opportunity in China, including applications (Android, Symbian,
Blackberry, iPhone platforms) and mobile websites, as well as mobile advertising to further
increase engagement.
10. Listen by aggregating brand sentiments from thousands of social media sites, blogs, and forums
to measure and understand consumer perceptions and trends.
Dragon Trail Influencer Marketing Program

1. Insight: Social Voices
Extracting brand sentiments
from millions of consumer
reviews across the Internet in
China. We then turn that
knowledge into action, shaping
campaigns to increase
awareness, revenues, and data
capture.

Design Your
Own Trip
User
Feedback User Blogs
User Video
2. Relevant Chinese Website Presence Development

3. Chinese Social Engagement Automation
1. Online Trip Planning Application
If travelers book your travel related product
online, you have a great opportunity to
engage them in pre-trip planning and post-
trip sharing with a white label solution
backed by advanced technologies and
services.
2. Social Engagement Tools
Besides maintaining your existing Chinese
websites, we can develop custom social
networks and communities, forums and
blogs, online games, as well as widgets that
encourages your consumers to engage with
your content, and create a viral loop that
spreads around and creates buzz. These
tools are designed to achieve certain
objectives, such as capturing data,
increasing awareness, or referring leads and
booking travel.

4. Chinese Digital Marketing Campaigns
Holistic Campaign Execution
Complete digital campaign execution from
planning to measurement, understanding
the target market based on goals and
budget, and focused on achieving the
highest possible ROI (Return on Investment)
and ROE (Return on Engagement).

5. Grass-roots Local Social Media Marketing
Social Media Marketing
If on our network of partner websites and
blogs, or via platforms such as micro-
blogging (i.e. Twitter), or writing on our
own lifestyle cluster websites, blogs, and
wikis, we ensure that your message gets
out to the targeted audience, the “old-
fashioned way”, by crafting customized
messages and posting them manually.

6. Influencer Marketing
Influencer Marketing via Blogger Relations
Leveraging extensive relationships with the
Chinese celebrity blogging community, we
organize highly targeted and specific
Blogger Fam Trip Tours of Chinese bloggers
to destinations globally, in order to tap into
networks of influencers to increase brand
awareness.

7. Online Advertising
Chinese Online Travel Advertising
Leveraging our relationships to allow travel
companies to place media on Chinese
portals, travel and lifestyle websites, social
networks, and blogs.
Search Engine Marketing
Bidding on relevant and competitive
keywords on Chinese search engines, such as
Baidu, Yahoo and Google China, are
important to get traffic to the various
websites and online campaigns.

8. Affiliate Marketing
Providing incentives for websites
and bloggers to feature
sponsored content and write
stories about the brand’s
products and services, are vital to
get the word out and build strong
relationships.

9. Mobile Marketing
We create mobile websites and
applications specifically designed for a
Chinese mobile foot print. Typical mobile
websites contain 15-20 pages including
animated photo galleries, one click
direct dial to the travel suppliers and
links to popular social media sites.
Additionally, special coding to
automatically detects and redirect
visitors using Apple iPhones, Nokia,
Android, and Blackberry devices, or
other mobile platforms. To display the
most appropriate website rendering, all
seamlessly to the user. A customized
Mobile Content Management System
(M-CMS) enabling clients to easily
modify their mobile website in real time.

RELEVANT SOCIAL MEDIA MARKETING
TARGETED SEARCH & DIGITAL ADVERTISING
UNMATCHED EXPERTISE
INTERNATIONAL CLIENT LIST
“…Dragon Trail has been vital
to our social media success in
China.“
“…Dragon Trail team's high
efficiency, passion and
knowledge of Chinese web and
social media space is invaluable
for the success of our online
presence in China."
ENGAGING CHINA-HOSTED WEBSITES
AWARD-WINNING SERVICES & CAMPAIGNS
TOURISM INDUSTRY AFFILIATIONS
REASONS TO PARTNER WITH IN CHINA

WANT TO KNOW MORE ABOUT
THE CHINESE TRAVEL MARKET?
www.ChinaTravelTrends.com (Twitter: @CnTravelTrends) - Published by Dragon Trail & COTRI
Access the latest trends on ChinaTravelTrends.com
and join the online community for free.

All Clients will receive free access to the
ChinaTravelTrends.com Premium Section
(includes a collection of hundreds of reports)

All Clients will receive a free
Essential China Travel Trends Book
With forewords from UNWTO, WTTC, and PATA
“… 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)

All Clients get discounted access to
China Travel Social Media Boot Camps
(DT also organizes company-specific seminars upon request,
and is available for speaking engagements 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 (2009-2010):

The Chinese Outbound Tourists will continue to
travel all over the world. Are you ready for them?
PLEASE CONTACT OUR PARTNER COTRI
(CHINA OUTBOUND TOURISM
RESEARCH INSTITUTE) FOR
MORE INFORMATION:
WWW.CHINA-OUTBOUND.COM
TRAINING & COACHING CERTIFICATION RESEARCH

. com
Get insights & trends:
www.DragonTrail.com
www.ChinaTravelTrends.com
Twitter: @CnTravelTrends
Join our Community:
www.Community.ChinaTravelTrends.com
BEIJING - SHANGHAI
E-Mail:
Jens@DragonTrail.com
Relationships with:

Dragon Trail China Digital Marketing Summary Nov 2010

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Dragon Trail China Digital Marketing Summary Nov 2010