Digital Innovation Asia Strategy - December, 2013

1. DECEMBER 2013
digitalinnovationasia
STRATEGIC OVERVIEW

2. WHAT IS…
DIGITAL INNOVATION ASIA?

3. DIGITAL CAPACITY BUILDING
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4. DIGITAL THOUGHT LEADERSHIP

5. DIGITAL SUCCESS STORIES

6. DIGITAL CAREER DEVELOPMENT
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7. DIGITAL SOLUTIONS ADVISORY
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8. DIGITAL STORY TELLING

9. DIGITAL SOCIAL RESPONSIBILITY

10. DIGITAL PARTNERSHIP COLLABORATION

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DIGITAL INNOVATION ASIA (DIA) IS A PLATFORM TO
DEVELOP CAPACITY AND PROMOTE INNOVATIONS
IN TECHNOLOGY, DIGITAL, SOCIAL MEDIA, AND
MOBILE IN ASIA TRAVEL AND TOURISM
- Strategically aligned with the Pacific Asia Travel Association (PATA),
and endorsed by the World Tourism Organization (UNWTO), the
Association of South East Asian Nations (ASEAN), the Mekong
Tourism Coordinating Office (MTCO), the Tourism Technology
Association (TTA), Global Business Travel Assoc. (GBTA), and SKAL.
- The first DIA events were successfully launched beginning of June
2013, featuring the first Blogger Matchup, Digital Innovation Asia
Summit, and Annual Digital Innovation Asia Awards in Bangkok, as
well as five E-Tourism Asia Boot Camps over the past two years.
- DIA is overseen by the DIA Council (made up of senior e-commerce
professionals from hotel companies, tourist boards, and airlines).

13. digitalinnovationasia
DIGITAL INNOVATION ASIA (DIA) IS BASED ON FOUR
STRATEGIC PILLARS THAT ARE INTER-CONNECTED
AND ALIGNED. THESE 4 PILLARS INCLUDE:
DIGITAL INNOVATION ASIA
E-TOURISM ASIA
BLOGGER MATCHUP
DIGITAL AID ASIA
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DIGITAL INNOVATIONS
CAPACITY BUILDING
DIGITAL INFLUENCER
TOURISM DEVELOPMENT
Bringing
digital
innovations to travel and
tourism in Asia via
collaboration, sharing, and
networking with digital
thought leaders from
featuring
innovative
solutions to incubating
new ventures, as well as
showcasing innovative use
of technology and digital
media in Asia Pacific.
Developing
digital
capacity in Asia via online
certification,
hands-on
practical boot camps, a
job link, and an online
Think Tank, in areas
including China Digital,
Social Media, CRM &
Loyalty, Search Engine
Marketing,
Online
Advertising, and Revenue
Management.
Connecting
digital
influential self publishers
from bloggers, microbloggers, instagramers,
podcasters,
hotel
reviewers, and more with
organizations
serving
visitors in Asia Pacific, via
a database of travel
bloggers,
organizing
speed dating events, and
providing consulting.
Leveraging technology, social
media,
and
mobile
for
responsible and sustainable
tourism development as an
enabler and catalyst to drive
economic growth supporting
the visitor economy to reduce
poverty in emerging tourism
destinations,
from
microfinancing, e-learning, crisis
management, e-Visa, web
presence, and distribution.

14. DIA COUNCIL
DIA THOUGHT LEADER SUMMIT
DIA AWARDS
DIA VENTURES

15. E-TOURISM ASIA BOOT CAMPS
E-TOURISM ASIA CERTIFICATES
E-TOURISM ASIA JOB LINK
E-TOURISM ASIA SOLUTIONS
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16. BLOGGER MATCHUP CONNECT
BLOGGER MATCHUP SPEED-DATING
BLOGGER MATCHUP INTERACTIVE
BLOGGER MATCHUP STORYTELLING

17. DIGITAL AID FORUM
DIGITAL AID THINK TANK
DIGITAL AID CENTER
DIGITAL AID FOUNDATION

18. digitalinnovationasia

19. 1. Digital Innovation Asia
THE DIGITAL INNOVATIONS PILLAR FOCUSES ON
INTRODUCING INNOVATIVE DIGITAL SOLUTIONS, AS WELL AS
SUPPORTING INNOVATIVE DIGITAL VENTURES, BACKED BY THE
DIGITAL INNOVATION ASIA COUNCIL, IN 4 KEY INITATIVES:
1.
THOUGHT LEADERS – DIGITAL INNOVATION ASIA COUNCIL
Appointed heads of technology, e-commerce, marketing of hotels, tourist boards, aviation,
cruises, attractions, shopping, media, and academia to serve on the DIA Council.
2.
EVENT – DIGITAL INNOVATION ASIA THOUGHT LEADER SUMMIT
Invite-only think tank for DIA Council members to get inspired by leading digital authorities,
learn about the latest trends, share best practices, and collaborate to bring innovation to Asia
Pacific travel and tourism.
3.
AWARDS – DIGITAL INNOVATION ASIA AWARDS
Annual awards featuring the most innovative digital applications in Asia Pacific, in categories
including “Most Engaging Website”, “Most Viral Campaign”, “Most Creative Use of
Technology”, “Most Inspiring Content”, “Most Innovative Digital Organization”, “Most Social
Digital Start-Up”, and “Most Influential Blog”.
4.
INCUBATION – DIGITAL INNOVATION ASIA VENTURES
Support and incubation of new ventures, and projects, including travel start-ups in Asia,
especially in emerging destinations in Asia Pacific.

20. DIA Council Meeting
Bangkok, June 2013

21. Digital Innovation Asia Awards
Bangkok/Thailand, June 2013
@ Digital Innovation Asia

22. E-TOURISM ASIA
CAPACITY BUILDING
- DIGITAL & ASIA -
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23. etourism
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2. E-Tourism Asia
THE CAPACITY DEVELOPMENT PILLAR FOCUSES ON
EDUCATING TRAVEL AND TOURISM PROFESSIONALS IN ASIA
AND ABROAD FROM JUNIOR TO SENIOR IN DIGITAL AND ASIA,
IN 4 KEY INITATIVES:
1.
EVENTS – E-TOURISM ASIA BOOT CAMPS
Centered around the Annual E-Tourism Asia Conference in Bangkok in June, E-Tourism Asia
Boot Camps offer hands-on practical content all over Asia, as well as oversees, to educate
on digital in Asia travel and tourism.
2.
CERTIFICATES – E-TOURISM ASIA CERTIFICATES
Online micro-certification enabling professionals to get certified in areas such as China
Digital, Social Media, CRM & Loyalty, Search Engine Marketing, Online Advertising, and
Revenue Management. Certificates are low cost (starting below $10) for DIA members.
3.
CAREERS – E-TOURISM ASIA JOB LINK
Matching DIA members with companies to seek professionals with digital knowledge via the
DIA Community. Recruiters are able to target talent who have been certified with proven
expertise, without having to go through irrelevant resumes.
4.
CONSULTING – E-TOURISM ASIA SOLUTIONS
DIA offers consulting to travel and tourism organizations in the area of China Digital (via
China Travel Marketing), Social Media, CRM & Loyalty, Distribution and Revenue
Management, Online Marketing, Website Development, and Influencer Marketing (Blogger
Relations). DIA has sourced best of breed technology and digital solutions providers to drive
capacity and innovation in Asia tourism.

24. E-Tourism Asia Boot Camp
Pakse/Lao PDR, June 2011
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25. etourism
E-Tourism Asia Boot Camp History
asia
5 E-Tourism Asia Boot Camps (2010-2012)
5 Countries in the Asia Region
(Bhutan, Thailand, Cambodia, Laos, Myanmar)
Supported by:
MTCO (Mekong Tourism Coordinating Office) &
PATA (Pacific Asia Travel Association)

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E-Tourism Asia Boot Camp
Phnom Penh/Cambodia, January 2010
Sponsored by SNV and MOT

27. E-Tourism Asia Boot Camp
Pakse/Lao PDR, June 2011
@ Mekong Tourism Forum
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28. E-Tourism Asia Boot Camp
Bagan/Myanmar, November 2011
@ Tourism Leaders Symposium for Sustainable Tourism
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29. etourism
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E-Tourism Asia Boot Camp
Paro/Bhutan, February 2012
@ PATA Adventure Travel Summit

30. etourism
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E-Tourism Asia Boot Camp
Chiang Rai/Thailand, June 2012
E-Tourism TourismBoot Camp
Asia Forum
@ Mekong
Lao PDR, June 2011

31. E-Tourism Asia Boot Camp
Bangkok/Thailand, June 2013
@ Digital Innovation Asia
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32. etourism
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China Travel Marketing Boot Camp
Bangkok/Thailand, June 2013
@ Digital Innovation Asia
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33. BLOGGER MATCHUP

35. Blogger Match-Up
• Matching up top influential travel bloggers
(digital influencers: microbloggers, hotel
reviewers, podcasters, instagramers, etc.)
from all over the world with travel and
tourism organizations in Asia Pacific
• Create engaging content about travel
stories from the Asia Pacific region
• Leverage the expertise of bloggers for
digital capacity building in Asia Pacific

36. 3. BLOGGER MATCHUP
THE DIGITAL INFLUENCERS PILLAR FOCUSES ON MATCHING UP
BLOGGERS WITH ORGANIZATIONS SERVING TOURISTS AND
VISITORS IN ASIA WITH 4 KEY INITATIVES:
1.
DATABASE – BLOGGER MATCHUP CONNECT
Online database with relevant self-publishing digital influencers from all over the world, who
are creating engaging content in words, photos, videos, and voice, leveraging social media
channels and influencing consumers when it comes to travel and tourism purchase
decisions. The service allows companies to search and connect with relevant bloggers by
segment, interest, lifestyle focus, and location, as well as source market.
2.
CONSULTING – BLOGGER MATCHUP INTERACTIVE
Blogger Matchup offers services to help companies to source relevant bloggers, plan blogger
familiarization trips, and execute blogger campaigns, as well as monitor ROI and ROE.
3.
EVENTS – BLOGGER MATCHUP SPEED-DATING
Blogger Matchup events feature session to educate on how organizations and bloggers can
collaborate and build valuable partnerships, as well as speed-dating sessions to match-up
accredited bloggers with companies. Blogger Matchup events can be private-labeled by
tourist boards, as well as as co-located with travel trade shows and conferences.
4.
CONTENT – BLOGGER MATCHUP STORYTELLING
An innovative service for organizations developing custom-created private-label travel guides
with content from featured bloggers, participating in Blogger Matchup initiatives.

37. BloggerMatchup.com:
Customized Search
• Search by location, language and nearly
40 niches
• Industry standard statistics for site
evaluation
• Metrics for all social media platforms
• RSS subscribers and newsletter
subscribers
• Outside evaluation included
(Klout, PeerIndex, Kred)

41. DIA Blogger Matchup
Speed-Dating & Seminar
Bangkok/Thailand, June 2013

42. Chinese Key Opinion Leaders (KOLs)

43. DIA Blogger Matchup
Chinese Bloggers
Bangkok/Thailand, June 2013
@ China Travel Marketing Boot Camp

44. Sample Chinese KOL
Weibo name: Fantasy
Real name: Sun Yang
About him: Well-known travel writer in
China, author, global traveller, head radio
jockey for FM94 in Xiamen city, China.
Large fan base.
Fans
Posts
Comments
Re-tweets
Exposure
241,543
4
35
271
8,000,000

45. Blogger Storytelling Trip
Kanchanaburi/Thailand, June 2013
@ Digital Innovation Asia

46. DIGITAL AID ASIA

47. 4. DIGITAL AID ASIA
THE TOURISM DEVELOPMENT PILLAR FOCUSES ON HOW
TECHNOLOGY, DIGITAL, SOCIAL, AND MOBILE CAN BE A
CATALYST AND ENABLER FOR SUSTAINABLE AND RESPONSIBLE
TOURISM DEVELOPMENT, WITH 4 KEY INITATIVES:
1.
EVENTS – DIGITAL AID ASIA FORUM
Sustainable Tourism Conference 2.0 with next generation responsible tourism experts,
debating how technology, digital, social, and mobile can drive tourism development in
emerging destinations from fragile environments to heritage sites.
2.
COLLABORATION – DIGITAL AID ASIA THINK TANK
Advisory board bringing together heads of CSR from travel companies, NGOs, tourist
boards, technology companies, online travel start-ups, media, and bloggers, to create
awareness how digital can be a catalyst to alleviate poverty and drive responsible tourism
practices as an enabler from e-Visa access, community based online distribution, social
media powered crisis management response systems, e-learning driven human resources
development, mobile alerts combating child prostitution, crowd-funding and micro-financing.
1.
DEVELOPMENT – DIGITAL AID ASIA CENTERS
Training schools to educate young individuals in emerging tourism destinations to build
capacity in the area of digital marketing, technology development, and social media.
The first Digital Aid Asia Center is planned to open in Siem Reap, Cambodia in 2014.
2.
FUNDING – DIGITAL AID ASIA FOUNDATION
Raising capital for Digital Aid activities, from Digital Aid Asia Centers, incubation of online
start-ups, and related Digital Aid Asia projects.

48. Digital Aid Asia Forum
Bangkok/Thailand, June 2013
@ Digital Innovation Asia

49. SELECT DIGITAL INNOVATION ASIA PROJECTS

50. CREATING AWARENESS VIA SOCIAL MEDIA
FOR RESPONSIBLE TOURISM

51. INNOVATIVE TECHNOLOGIES TO DRIVE CAPACITY

53. #DIAsiaTourism
CONTACT:
JENS THRAENHART–FOUNDER, DIGITAL INNOVATION ASIA
E: JENS@DIGITALINNOVATIONASIA.COM T: +66-8555.44234
FACEBOOK/LINKEDIN: THRAENHART – TWITTER: @JENSTHRAENHART