Dragon Trail - China Travel Social Media marketing -April2010

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JENS THRAENHART Get insights & trends:
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www.ChinaTravelTrends.com
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Member of:

China Outbound Tourism 2010:

Greater interest in in-depth travels by Chinese travellers:
depth

• The survey of the China Tourism Academy
2009/2010 shows that Chinese tour operators are
increasing their range of products meeting
products,
the growing demand for more sophisticated
travel offers from Chinese customers.

• Niche market and special interest products
gain opportunities to attract Chinese visitors
visitors.

DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

CHINA INTERNET USERS HAVE GROWN BY 1500% SINCE 2000

400 million Internet users in April 2010,
representing 29% of the Chinese population

Most engaged country online: 92 % contributed to social media

85% of online users approve Internet Censorship

More bloggers in China than in Europe and USA combined

Source: CNNIC; Trendspotting; Forester; iResearch


China Internet Facts

400 Million Internet Users equals 29% penetration in China
(USA has over 80 % penetration) ; 150 Mill new users in 2009;
equals 330,000 new users per day or 14,000 per hour
5

China Internet Facts

30 Million people access the Internet
only on their mobile phones

The Internet
has become
the most
popular
medium for
Chinese
travellers
seeking
information
about their
trips

Source:
Nielsen China
Outbound
Travel
Monitor


Online Travel Research in China

Source: Nielsen, 2009


Blogging: Asia leads

Russia
2.4m
Denmark
0.3m
South Korea
UK 9.7m
Poland
Netherlands
4.5m 1.6m 1.1m

CANADA Germany
Romania
1.6m 5.2m
USA Switzerland
0.5m
Hungary
Czech
0.6m
Japan
26.4m
0.5m
France
Austria 0.1m
0.4m Greece
0.3m
China 14m
4m
Spain
Turkey
2m Pakistan
43m
Italy
4.5m 0.97m Taiwan
3.4m
4.2m

MEXICO
4.1m India Hong
Kong Philippines
1m 2.4m
% Write their own 8.7m
blog
60%+ BRAZIL
40% -60%
7.6m Australia
1m
30%-40%
<30% Source: Universal McCann, 2009
Source: Universal McCann Social Media
Tracker
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM Active Internet Universe Estimates
16-54

Social Networking: everywhere
South Korea
Russia 9.4m
6.1m
UK Netherlands
3.7m Poland
11m Denmark
2.7m
0.6m

CANADA
4.2m Germany Czech 1.4m
0.8m
Romania China Japan
8.2m Hungary
USA France
4.2m Switzerland
1m
Turkey 39m 12.4m
43m 0.9m Austria
0.6m
3.3m
Greece Pakistan
Spain Italy 0.5m 1.8m Taiwan
4.7m 3.9m 3.9m

MEXICO
India
Hong Kong
5.1m 11.7m 1m
Philippines
3m
% joined a social
network BRAZIL
70%+ 11.4m
60% -69%
Australia
50%-59% 2.6m

<49% Source: Universal McCann, 2009

DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM Universal McCann, Wave 3 2008
Source:

That’s great, BUT.....


THE CHINESE SOCIAL MEDIA LANDSCAPE

221 117 176
Blogs Million
BBS Million
SNS Million

Diary: “About Me” Community: “About Topics” Network: “About Relationships”


CHINA SOCIAL MEDIA DOMINATES THE US:
Chinese netizens are more engaged in creating/sharing content

Source: New 2008 Social Technographics data Source: Chinese Social Technographics Revealed,
reveals rapid growth in adoption, 2008/10/20 2009/01/23


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


“Social Media is the most
influential communications
medium in modern China”

Two-thirds of surveyed public affairs executives –
thirds
Edelman MediaRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
D Influence Survey, November 2009

P1 | SNS for the Affluent Class


How influential it is.
56.3% of users said that they “got to know brands”
through online channels.

58.7% actually made purchase decisions based on
81% of BBS and blog user-generated online info (compared to only 19% in
U.S.).
users check online
word of mouth before Even when not making a purchase, 89.9% of users still
pay attention to online word of mouth.*
purchasing a product.*
Travellers will search for destination
information online (61% of leisure trips
taken), and then turn to online travel discussion
forums (48%) to fine-tune their plans.
Nielsen China Outbound Travel Monitor, 2009

*Source: “Making Sense of Internet Word of Mouth.” CIC 2009.
Making


It’s all about converting Influencers into Advocates

23

Understand

Principles Be useful

Be live

Videos: Youkou

Social Images: Yupoo

Spaces Platforms Social Space Micro-Blog: Sina

Framework Bookmark: Zhuaxia

SNS: RenRen

Networks Active listening M&S assets
Research & Listen
Measure Plan/iterate

Optimise assets Editorial On-site UGC
Processes Content
Widgets / tools

Aggregation Outreach Moderation
Curation
Connecting APIs


Blogger Relations: Influencer Marketing in Action


Case studies of companies
using Chinese social media:

DESTINATIONS

Switzerland


The Switzerland Tourism
Board in Beijing held a
series of campaigns in
China to attract more
Chinese travellers, and to
position Switzerland as
the prime destination for
Mountain Climbers.

-IMAX film screening
festival – invited
infuencers and media

- Invited a Celebrity
Blogger to Switzerland


- Wangshi, founder of
Wanke Real Estate
company.
- Mountain Climber,
He has blogs in Sina.
and well known
And Sohu. Look at the
blogger in China. number of the readers.


Look at
the clicks of a
single post.



AIR LINES

Lufthansa


Lufthansa Airline European
Study Abroad Group
[32,654 members]

Case Study: Lufthansa
• Leveraging one of the top Chinese Social Networks,
Renren.com to develop “Lufthansa Airline European study
abroad group”
• Lufthansa’s 13 individual Renren.com accounts – 12 accounts
base on its flight destination in Europe (Lufthansa German,
France, Ireland, Italy, Switzerland, England, Finland, Spain,
Holland, Sweden, Norway, Belgium), plus a “Lufthansa study
abroad” account which streams blog content to the main group.
• For those 12 countries, each one has a brand ambassador – a
student who is currently studying in that country People can
country.
easily go to those students’ Renren pages from Lufthansa country
homepages and check out their European studying experience.


Case Study: Lufthansa
1. General group intro
2. Blog: all the blog articles are streamed from Lufthansa study abroad account’s blog,
which introduces Lufthansa’s history, flight knowledge, and some promotional
events. Some popular articles have been viewed around 500 times, and average ones
have around 100 views.
3. Video: most videos are introduction of Lufthansa’s flight and server, the rest are
(ambassador’s) European life experience. It seems that those experience videos are
generally popular than the rest ones. One video introduces Venice has been viewed
3,148 times, but those Lufthansa info ones only got averagely 50 views.
4. Images: all seem to be advertising images, so haven’t got much feedback.
5. Forum: this is the most active section in the group. The forum has already built up
442 topics cover 4 areas (travel, visa, life, education), where students interacting
with each other, asking study abroad questions and sharing personal experience.
6. Promotion & entertainment: on the sidebar, there are couple banners announcing
discount information from Lufthansa. There is also an entertainment area where
group members can play Lufthansa branded mini game, download Lufthansa ring
tone, etc.


13 Lufthansa individual
destination account pages [total:
45,332 visitors, 8,903 friends]


DESTINATIONS

New Zealand


NewZealand.com - Homepage
Trip Planner

Trip Planner

Partner Product
Placement

Partner Product
Placement


NewZealand.com - Homepage

Design Your
Own Trip

User Video

User
Feedback User Blogs


Chinese Video
Sharing Website
Tudou.com

Expert Blogger Virtual Focus Group

• Engage expert bloggers in a panel to get insights
about product development, brand positioning,
and service feedback
• Great insight if
“influencer’s
followers” would
accept a brand’s
products and services.


Know How To Identify The Influencers

Not all influencers are equal, so knowing your audience is vital to success. Insight into
your customers’ social networks, online activities, and demographic data helps you
improve targeting and engage people to find out what influences, and who is influential.

Here’s a partial list of questions you need to answer:

• What social networks are they using? Can you use these networks for seeding,
provide badges to share, or leverage them in other ways?
• How well-connected are your customers already? How can you help them connect to
connected
more people?
• Which channels do they use to connect with others — email, instant messaging (IM),
short message service (SMS), blogging, social networking sites? How can you integrate
these channels into your program?
• Where do your customers go to find new content, offers, and experiences?
• What content formats do they prefer to use and share — video, flash, widgets? Can
you provide content in these formats?


Founded by international leading experts
in social media, e-tourism and travel technology
tourism

STRATEGY SOCIAL MEDIA

Dragon
TECHNOLOGY Trail CONTENT

Team

E-MARKETING NETWORK


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.


2. Relevant Chinese Website Presence Development

Design Your
Own Trip

User Video

User
Feedback User Blogs


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
roots

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.


10. EXPO 2010 Marketing

We provide an innovative way for
countries, tourism organizations, and
brands to get online exposure during
the EXPO to either get their message
out, or promote certain events during
the EXPO period.
Dragon Trail is managing the official
EXPO 2010 hotel reservation website
on behalf of the of the official hotel
reservation provider for EXPO 2010.
In addition, Dragon Trail has set up
linked profiles on the major and minor
Chinese social networks, blogs, micro-
blogs, and web portals in order to
disseminate content and drive traffic
to specific branded EXPO web and
mobile sites.


The first and only complete China solution
for travel and tourism organizations
A Consortium founded by COTRI & Dragon Trail, the publishers of ChinaTravelTrends.com

Research Product Adaptation
& Insight & Service Quality

Win
Experience Chinese Marketing &
& Expertise Social Media
Tourists
Solution

Local Sales &
Knowledge Distribution

DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM - CHINA-OUTBOUND.COM

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JENS THRAENHART - Strategy GEORGE CAO - Technology

Get insights & trends:
Contact us for more Information:
www.DragonTrail.com
info@DragonTrail.com
www.ChinaTravelTrends.com
www.DragonTrail.com
Twitter: @CnTravelTrends
Twitter: @DragonTrail Join our Community:
www.Community.ChinaTravelTrends.com
Member of:

Dragon Trail - China Travel Social Media marketing -April2010

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Dragon Trail - China Travel Social Media marketing -April2010