1. Discover Create Engage Social Media Engagement Proposal for Australia Tourism Promotion Prepared by Edelman Digital As of July 22, 2007

4. Chinese Tourists: Where they want to go DISCOVER CREATE ENGAGE More than half the travelers surveyed from China said they intend to travel to Australia over the next two years , and their top three priorities are Natural Scenery, Sunshine and Beaches, and New Places . The Visa and Pacific Asia Travel Association (PATA) Asia Pacific Travel Intentions Survey 2010

5. Chinese Tourists: Who are they DISCOVER CREATE ENGAGE Natural scenery, sunshine and beaches and new places are key hooks for mainland Chinese planning their holidays. Mainland Chinese are willing to pay extra for good food, cultural experiences and exotic destinations . Mainland Chinese travelers also have a preference for environmentally friendly tourism and cultural immersion programs. Almost 80 percent of mainland Chinese travelers go online as their main source of travel information, more than travelers from any other part of the Greater China region. Popular online sources are online travel guides (general and search engine), travel forums and travel agent booking websites.

7. Chinese Tourists: Major information sources DISCOVER CREATE ENGAGE Website/BBS Word of Mouth

8. Chinese Tourists: Who are the top influencers DISCOVER CREATE ENGAGE 1 Tourism brands that really engage with consumers with owned and earned media 2 5 4 3 People Like Me (User generated content in tourism websites and BBS) Thought-leaders, experts, famous travel writers Travel news portals and paid media social ads Others

9. Chinese Tourists: What are the top channels DISCOVER CREATE ENGAGE CHANNEL Official Website Official website and sub-channels of tourism brands Consumer Communication & Event Promotion Reputation/Brand Building Issue/Crisis Management EXCELLENT OK EXCELLENT EXCELLENT Social Network Site Twitter: Sina Weibo Facebook: Kaixin001 and Renren.com EXCELLENT EXCELLENT EXCELLENT Wikipedia websites &Q&A Baidu 知道， Qihoo, 天涯问答 and others Tourism Websites Lotour.com, Ctrip.com Tourism Online Community(BBS) bbs.8264.com EXCELLENT EXCELLENT GOOD EXCELLENT GOOD GOOD GOOD EXCELLENT

10. Chinese Tourists: What content will engage consumers DISCOVER CREATE ENGAGE Hot Searching Words on Out-Bound Tourism Travel Tips 攻略 Food 饮食 Fun 有趣 Romance 浪漫 / 艳遇 ? Photo 照片 Animal 动物 Scenery 风景 Exotic Culture 异域文化 Partner 旅伴 Sharing 分享

12. Digital Engagement Strategy DISCOVER CREATE ENGAGE

14. Content DISCOVER CREATE ENGAGE Engaging Content Framework

15. Useful Value Content DISCOVER CREATE ENGAGE Useful value is more commonly referred to as brand utilities. Useful value content will provide content for Chinese tourist to easily plan and execute their tourism in SA and WA through Singapore Airline. Save Time Make easier Enable Leverage the mini-site to provide useful information and on-stop solutions for tourists to save time when they plan and execute their tourism Make easier for Chinese tourists to understand SA and EA and how to book Singapore Airlines as well as other information gathering and sharing Provide content that enable Chinese tourists to make easy and effective tourism decisions Enable Chinese tourists with dreams to tour SA and WA through information/tips/monetary offering/support

16. Entertainment Value Content DISCOVER CREATE ENGAGE Entertainment value is more commonly referred to as branded entertainment. This will help generate key message among Chinese tourists and attract attentions. Video Photos and infographics Humor SA , WA and Singapore Airlines branded videos as well as tourists generated videos featuring their tourism experience SA , WA and Singapore Airlines branded videos as well as tourists generated videos featuring their tourism experience. The infographics illustrating a fantastic travel in SA, WA via Singapore Airlines Humor content and other entertaining content that give SA, WA and Singapore Airline a “human face” and easily create viral content that outreach to more Chinese tourists

17. Monetary Value Content DISCOVER CREATE ENGAGE Monetary value is the social equivalent of the conventional sales promotion or PR activity. So it could be a simple voucher like the discount voucher or a competition run in conjunction with an influential blogger/community leaders/tourism website partners. Rewards Vouchers Prizes Reward online partisans who actively buzz about SA, WA and Singapore Airlines tourism programs Discount vouchers/coupons who registered and participate in related online initiatives and campaigns Prizes to online competition/initiatives who helps promote SA, WA and Singapore Airlines campaigns Free trials Eye-catching and word of mouth campaigns to give free trails/flight/accommodation to online competitions winners and selected top influencers

18. Information Value Content DISCOVER CREATE ENGAGE Information value, in the form of knowledge and thought leadership, can be produced in various formats e.g. video interviews, slideshare presentations and blog posts (like this one ;). Information Gossip Branded and user generated information about SA, WA and Singapore Airlines travel information/tips/picture gallery User generated information/content about SA, WA and Singapore Airlines travel

19. Personal Value Content DISCOVER CREATE ENGAGE Personal value is a particularly interesting content, as it often provides social content that is extremely compelling. Select and profile some Chinese tourists and their travel stories will be personal value content that create compelling online narrative. Exposure Satisfaction Provide the opportunity for tourists to share and show self- generated content Engage with their tourists to recognize them and encourage them Fame Select and profile some Chinese tourists as tourism envoys/special guests

20. Content: User Generated Content Sample DISCOVER CREATE ENGAGE Earned content My tour to South Australia is great and the flight with Singapore Airlines is fantastic. I am planning to go back again in coming XX months. I recommend you to come if you have a chance. I would like to share some story/photos/video from my exciting tour to Australia last month. Here are my tips for anyone who are planning a South Australia tour. First..Second… Wanna know some things cool about tourism Australia, please check the the site here…

21. Channels DISCOVER CREATE ENGAGE

22. Channel for SA DISCOVER CREATE ENGAGE 数字营销，传统广告， 公关活动， SEO ， 网站合作 Lotour.com SA mini-site Sina Weibo Tourism BBS Top bloggers

24. Owned Channels: Mini-site DISCOVER CREATE ENGAGE Sample Content & Engagement

26. Owned Channels: Sina Weibo example: HK Tourism Bureau Sina Weibo account DISCOVER CREATE ENGAGE

28. Partner Channels: Lotour.com DISCOVER CREATE ENGAGE 【玩转地球】 goGlobal goGlobal page: SA site URL here 【玩转地球】 Pic slide show 焦点图 UGC 网友互动状态 News 资讯 Ranking Travel story 游记、攻略 What’s hot Travel infotmation 旅游资源深度展示 DEMO

29. Partner Channels:UU2UU DISCOVER CREATE ENGAGE 【玩转地球】 旅游资源深度展示 南澳 + 西澳 + 新航 感动新航 情动澳洲 Mini-site

31. Earned Channels : BBS, Video Sharing and other channels DISCOVER CREATE ENGAGE 南澳 · 云朵尽头的蓝色 生活

38. Program 3 ： Top blogger sample DISCOVER CREATE ENGAGE