International Digital Marketing - Oct 2011

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Presentation at the Adventure Travel World Summit 2011 in Chiapas, Mexico by Jens Thraenhart

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International Digital Marketing - Oct 2011

  1. 1. ADVENTURE TRAVEL WORLD SUMMIT 2011 Chiapas, MexicoRelationships with:
  2. 2. JENS THRAENHART EUROPE – AMERICA - ASIAINTERNATIONAL MARKETINGADAPTING TO CHANGING ENVIRONMENTS MULTI- -CULTURAL MARKETING CONNECTING VIA RELEVANT MEDIA
  3. 3. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  4. 4. Sites Engaging Branding | Top Technology | Easy Man Manageability > Sites that perform & convert visitors to customersSearch Holistic Web Marketing | Organic + Paid + QOV Metrics > Continually-managed, for traffic and conversion managed,Social Connect | Convey | Converse With Audiences > Active dialog that creates a bond and advocacy
  5. 5. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  6. 6. RULE #1: LISTEN  Google Alerts  Twitter  Social Mentions  RSS DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  7. 7. The image cannot be display ed. Your computer may not hav e enough memory to open the image, or the image may hav e been corrupted. Restart y our computer, and then open the file again. If the red x still appears, y ou may hav e to delete the image and then insert it again. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  8. 8. RULE #2: Engage RULE #2: ENGAGE DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  9. 9. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  10. 10. RULE #3:PROTECTYOUR BRAND DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  11. 11. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
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  13. 13. ARE YOU RELEVANT TO YOUR CUSTOMERS?
  14. 14. ARE YOU RELEVANT TO ARE YOU?YOUR CUSTOMERSRELEVANT?
  15. 15. Who is My Target Global User?Are you targeting a region? – East Asia • Japan, Korea, China, Taiwan, (Mongolia)…a specific country or countries? – China, Brazil, Russia…or a language group? – Targeting Chinese speaking markets (countries and territories) 中文 • China, Taiwan, Singapore, Hong Kong, Macau 16 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  16. 16. How will a Global User Find Me?17 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  17. 17. SOCIALFacebook rules the social media space, but ishaving a hard time in China & Japan.Facebook rules, at least in Europe, US and Australia. No other network reachesthe 96% awareness and 62% usage level of Facebook. If we take a look at bothawareness and membership, Twitter and MySpace are number two and threesocial media in Europe.Given the fact that LinkedIn is a professional network, it is worth pointing outthat this network ranks fourth, both in terms of awareness and membership.On European level, Vkontakte (a Facebook looklook-alike) is a strong network inRussia and Ukraine. In a broader perspective, Qzone (China) and Orkut (Brazil,India) are network sites to take into account.Facebook has lower penetration rates in China and Japan.
  18. 18. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  19. 19. Awareness, penetration, average number of networks Aware of at least one network 98% Member of at least one network 73% Average number of networks one is 1,9 member of 86% 75% 34% 95% 44%* 1,8 76% 3,4 2,1 98% 88% 3,9 97% 86% 96% 3,1 67%Emerging markets Brazil and 1,5India show the highestawareness and penetration ofsocial networks. * The 44% share of social networkers in China is low compared to other countries. This might be due to the fact that some large Chinese networks (eg RenRen) were not included in this survey. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
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  21. 21. The World according to Facebook DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
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  26. 26. MOBILEAlways onConsumers are taking up mobile devices, especially in China and India. Thisimplies new ways to reach consumers, through simply more display space,branded applications or even Location Location-based services.In Europe, 38% is using a smartphone, either with or without internet / datasubscription. More than half is using their smartphone on a daily basis foraccessing the internet.Nokia and Apple are most widely spread amongst smartphone users.When it comes to mobile services, people expect brands to offer content andconvenience.
  27. 27. Daily Internet access via smart-phonesQ : Could you please indicate to what extent you use your smart-phone to surf on the Internet? (% at least daily) 56% 59% 77% 89% 68% 56% 44% N Europe = 2178 / F = If smartphone with internet / data subscription DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  28. 28. Smart-phone brandsNokia 28% 2% 14% 29% 58% 54% 0%Apple 22% 25% 15% 34% 18% 8% 47%Samsung 15% 14% 5% 14% 5% 9% 13%HTC 12% 18% 1% 6% 12% 1% 7%Sony Ericsson 8% 0% 2% 4% 2% 15% 10%BlackBerry 8% 20% 13% 6% 2% 4% 0%LG 3% 8% 8% 1% 0% 0% 0%Motorola 1% 5% 4% 0% 3% 0% 0%Palm 0% 7% 10% 0% 0% 0% 0%Other 2% 1% 10% 5% 0% 8% 19% N Europe = 2178 / F = If smartphone with internet / data subscription DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  29. 29. Source: Digital Influence Index 2010 – Fleichman Hillard & Harris InteractiveDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
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  31. 31. Source: Digital Influence Index 2010 – Fleichman Hillard & Harris InteractiveDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  32. 32. Adoption of Internet Behavior by Country Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  33. 33. CHINA BBS IS THE HEART OF OUTREACH – IM IS THE VITAL COMMUNICATIONS VEHICLE – BLOGGERS ARE INFLUENCERS - VIDEO AND ENTERTAINMENT DRIVE ONLINE ACTIVITIES – CHINESE SOCIAL MEDIA SITES ARE EXTREMELY DOMINANT (RENREN, BAIDU, KAIXIN001, SINA, SOHU, NETEASE, QQ)THE LARGEST NUMBERS OF ONLINE USERS IN THE WORLDWITH THE BIGGEST BLOGGING COMMUNITY
  34. 34. INDIA TRIPLE-PLAY CONVERGENCE (TV PLAY (TV-INTERNET-MOBILE) LIVE IN INDIA – VIDEO CONSUMPTION IS GROWING – ABILITY TO REACH INDIAN EXPATS VIA SOCIAL MEDIA – A FEW INDIAN SOCIAL NETWORKS (RYZE), BUT ESTABLISHED SITES GROWINGLOW INTERNET PENETRATION, BUT FAST GROWING USER BASEWITH ONLINE TRAVEL BEING 50% OF ALL E E-COOMERCE REVENUES
  35. 35. INDONESIA FRIENDSTER USED TO BE THE DOMINANT SOCIAL NETWORK 1 YEAR AGO, NOW IT IS FACEBOOK – BLOGGING IS USED FOR DISCUSSING SHARING PUBLIC TOPICS – BROADBAND CONSTRAINTS HOLDING BACK ONLINE ENTERTAINMENT GROWTHINTERNET GROWTH OF 900% SINCE 2000WITH ONLINE TRAVEL MARKET GROWTH OF 75% PER YEAR
  36. 36. JAPAN JAPANESE IS THE MOST USED LANGUAGE IN THE BLOGOSPHERE – JAPANESE AVOID BEING CONTROVERSIAL WHEN BLOGGING UNLESS THEY ARE ANONYMOUS AND USE AVATARS – SOCIAL NETWORKING IS NOT AS POPULAR; LEAST AMOUNT OF FRIENDS OF ANY COUNTRY (29)THE LARGEST MARKET FOR MOBILE VIDEO IN THE WORLDWITH HALF OF ALL GOODS BOUGHT ONLINE BOUGHT VIA MOBILE PHONES
  37. 37. MALAYSIA BLOGGING IS MAJOR OUTLET FOR SELF SELF-EXPRESSION FOR MALAYSIANS – 88% OF PEOPLE HAVE UPLOADED PHOTOS ONLINE – HEAVIEST USERS OF SOCIAL NETWORKING IN THE WORLD WITH AN AVERAGE OF 9 HOURS PER WEEK – MORE AVERGAGE FRIENDS THAN ANY OTHER COUNTRY WITH 233HIGHEST DEGREE OF TRUST IN DIGITAL BRANDS IN ASIAWITH 70% OF MALAYSIANS HAVING PURCHASED ONLINE
  38. 38. SINGAPORE SINGAPOREANS TRUST BLOGGERS MORE THAN TRADITIONAL MEDIAMOST CONNECTED COUNTRY ON EARTHWITH MOBILE PENETRATION RATE OF 125% IN 2009
  39. 39. SOUTH KOREA NAVER IS THE TOP PORTAL AND CYWORLD IS THE DOMINANT SNS, BACKED BY KOREA’S LARGEST TELCO (SK) – MOBILE AND INTERNET GO HAND-IN-HAND – SK HAS REMOVED ALL BARRIERS FOR MOBILE ENTERTAINMENT TO TAKE OFF – WOM VERY POWERFULHIGHEST INTERNET PENETRATION RATE IN ASIA PACIFICWITH 99% OF SOUTH KOREANS HAVE BOUGHT ONLINE
  40. 40. THAILAND INTERNET IS STILL MAINLY USED FOR RESEARCH AND SEARCH FOR NEWS-RELATED CONTENT – HI IS THE DOMINANT SNS –MOBILE HI-5 INTERNET IS GROWING (82% MOBILE PENETRATION) – 92% OF THAIS HAVE UPLOADED PHOTOS ONLINE (MOST OF ANY COUNTRY)60% OF THAI INTERNET USERS HAVE SHOPPED ONLINEWITH OVER 50% OF ONLINE SHOPPERS BEING LOYAL TO THE SAME SITE
  41. 41. VIETNAM ENTERTAINMENT IS FAVORED ACTIVITY ONLINE (VIDEO, MUSIC, GAMING) – BLOGGING IS BIG PHENOMENOM AND PART OF MOST SITES – SOCIAL NETWORKING VERY POPULAR – 87% OF PEOPLE HAVE UPLOADED PHOTOS ONLINEWITH INTERNET PENETRATION OF 20% AND ANNUAL GROWTH OF 30%& ONLINE TRAVEL FORECASTED TO GROW 200% ANNUALLY UNTIL 2012
  42. 42. Asian Internet User Growth Asia now comprises more than 40% of the world’s Internet users & is still growing rapidly! Geographic Distribution of Internet Users (MM) 390 490 620 723 850 975 1,120 1,299100%80%60%40%20% 0% 2000E 2001E 2002E 2003E 2004E 2005E 2006E 2007E North America Europe Asia/Pacific Latin America Rest of World Asia (547MM users, +24% Y/Y); Europe (336MM, +10%); N. America (211MM, +3%); LatAm (110MM, +17%); ROW (95MM, +27%) Note: ROW denotes Rest of the World | Source: Morgan Stanley Research Internet Users 15+: comScore World Metrix, April 2008 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  43. 43. Asia also leads the world in many categories… DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
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  45. 45. Search Engine Market Share in Asia 5% 11% 70% 77% 10% 20% 55% 45% 23% 43% 10% 60% 18% 43% 10% 20% 31% 75% 11% 27% 25% 64% 51% 20% 21% 70% 71% 5% 4% DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
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  47. 47. 3 Key differences in North Asia Search1. Language & Culture • Localization is essential • Keyword / Copy complexities • Technology – Double-byte & API’s byte2. Unique Search Engines • Local Players - Baidu, Naver, Yahoo • Unique Ad Layouts & Structure • Different approach to Natural Search3. Multi Channel • Mobile Search • Offline Search Integration • Click to Call • Video / Social Media content DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  48. 48. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  49. 49. 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. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  50. 50. China’s digital media landscape is dominated by local players. Government censorship Local players appeal to domestic users DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  51. 51. WHERE DO WE GO FROM HERE?
  52. 52. WANT TO KNOW MORE ABOUT THE CHINESE TRAVEL MARKET? Access the latest trends on ChinaTravelTrends.com and join the online community for free.www.ChinaTravelTrends.com (Twitter: @CnTravelTrends) - Published by Dragon Trail & COTRI
  53. 53. China Travel Social Media Seminars(DT also organizes company-specific seminars upon request, specific and is available for speaking engagements world world-wide.) “ This was a very important and insightful seminar, organized by Dragon Trail. Social Media in China looks very complex and like a whole lot of work, but then again, people are talking with or without us - so we are definitely better off if we take part and try to influence it." Oliver Sedlinger - China Director, German National Tourist Board (DZT) Select Speaking Engagements: DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  54. 54. Essential China Travel Trends Book With forewords from UNWTO, WTTC, and PATAFree download at: www.ChinaTravelTrendsBook.com “… Already the world’s fourth most visited destination today, by 2020, China is expected to become the leading international tourism destination and the fourth largest outbound travel market. This comprehensive study of travel trends in China provides invaluable insights into one of the fastest growing travel and tourism markets in the world." Taleb Rifai - Secretary General, World Tourism Organization (UNWTO) DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  55. 55. Digital Agency & Travel Technology Company 100% 100% 100%CHINA TRAVEL DIGITAL
  56. 56. Three Locations in China with about 20 Employees Beijing (2009) Xi’an (2011) Shanghai (2010)• Beijing – Haidian District (13) • Shanghai – Jing’an District ( (3) • Xi’an – Gao Xin District (6)
  57. 57. Select Dragon Trail Clients The image cannot be display ed. Your computer may not hav e enough memory to open the image, or the image may hav e been corrupted. Restart y our computer, and then open the file again. If the red x still appears, y ou may hav e to delete the image and then insert it again. The image cannot be display ed. Your computer may not hav e enough memory to open the image, or the image may hav e been corrupted. Restart y our computer, and then open the file again. If the red x still appears, y ou may hav e to delete the image and then insert it again.The image cannot be display ed. Your computer may not hav e enough memory The image cannot be display ed. Your computer may not hav e enough memory to opento open the image, or the image may hav e been corrupted. Restart y our the image, or the image may hav e been corrupted. Restart y our computer, and thencomputer, and then open the file again. If the red x still appears, y ou may hav e open the file again. If the red x still appears, y ou may hav e to delete the image and thento delete the image and then insert it again. insert it again. The image cannot be display ed. Your computer may not hav e enough memory to open the image, or the image may hav e been corrupt corrupted. Restart y our computer, and then open the file again. If the red x still appears, y ou may hav e to delete the image and then insert it again.
  58. 58. Dragon Trail Senior Team 曹志刚 Co-Founder & CEO Product, technology, operations, finance GEORGE CAO 晏子 Founder & President Co-Founder Marketing, sales, international business developmentJENS THRAENHART 陈 General Manager - Shanghai 清 China business development, domestic sales QING CHEN
  59. 59. Dragon Trail Products & ServicesDigital Marketing Services Social Media Marketing Services Products & Solutions• Chinese web site Development • Social media program • Chinatravelbuzz.com• SEO/SEM management • Tripshow.com• Email Marketing • Social media campaign development & execution
  60. 60. 1st CHINA RESPONSIBLE TOURISM FORUM DURING THE 2011 CHINA ANCIENT TOWNS TRAVEL EXPODECEMBER 16TH, 2011 BEIJING, CHINA
  61. 61. Contact me: LinkedIn: Thraenhart Twitter: @JensThraenhart Facebook: JensThraenhart E-Mail: Jens@DragonTrail.com Get insights & trends: JENS THRAENHART www.DragonTrail.com www.ChinaTravelTrends.com Twitter: @CnTravelTrends / @DragonTrail Join our Community: www.Community.ChinaTravelTrends.com Presentations: Awards 2011 www.slideshare.net/dragontrailAffiliations:

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