building a digital marketing and social media strategy in china
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hotel TECHNOLOGY CONFERENCE – SINGAPORE NUANCES OF DIGITAL MAREKTING IN ASIA AND CHINA
OCTOBER 21, 2013
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DIGITAL INNOVATION ASIA (DIA) IS AN INITIATIVE PROMOTING TECHNOLOGY, SOCIAL, AND MOBILE IN TOURISM…
Digital Innovation Asia
- 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, featuring the first annual Digital Innovation Asia Awards in Bangkok
- DIA is overseen by the DIA Council (made up of senior e-commerce professionals from hotel companies, tourist boards, and airlines)
- DIA is platform committed to bringing Digital Innovation to travel and tourism in Asia via collaboration, sharing, and networking
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CHINA SOCIAL MEDIA BOOT CAMP
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BLOGGER MATCH-UP 2013 June 2013 - Bangkok, Thailand
Travel Bloggers & Travel Suppliers Speed-Dating
Bloggers Match-Up Boot Camp … Understanding and Working
with Travel Bloggers
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Facebook rules the social media space, but is having a hard time in China & Japan. Facebook rules, at least in Europe, US and Australia. No other network reaches the 96% awareness and 62% usage level of Facebook. If we take a look at both awareness and membership, TwiYer and MySpace are number two and three social media in Europe. Given the fact that LinkedIn is a professional network, it is worth poin[ng out that this network ranks fourth, both in terms of awareness and membership. On European level, Vkontakte (a Facebook look-‐alike) is a strong network in Russia and Ukraine. In a broader perspec[ve, Qzone (China) and Orkut (Brazil, India) are network sites to take into account. Facebook has lower penetra[on rates in China and Japan.
SOCIAL
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Chinese versus Western Social Media
• YouKu
• Renren
• Tencent (QQ)
• Douban
• Weixin (Wechat)
n Video Sharing
n TwiYer +Some Facebook
n Facebook
n MSN/Gchat, Yahoo Chat etc.
n The website formerly known as MySpace
n Whatsapp or Line
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Top 10 Social Media Sites in China
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16
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Source: Digital Influence Index 2010 – Fleichman Hillard & Harris InteracKve
Sina Weibo:
Most acKve social media plaMorm in China (2nd globally aPer Facebook). 27 million (9%) of the 400 million users checking in every day, and more than 100 million posts
every 24 hours. (Sept. 2012)
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THE FASTEST GROWING
SOCIAL MEDIA PLATFORM IN CHINA…..
WEIXIN (OR WECHAT) – BY
TENCENT
WESTERN EQUIVALENT: WHATSAPP
Online to Offline MarkeKng (O2O)
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How to use Wechat for markeKng ?
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Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interac[ve
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The Internet has become the most popular
medium for Chinese travellers seeking
informaKon about their
trips
Source: Nielsen
China Outbound
Travel Monitor
Social Media has become the most influenKal
media channel in modern China.
Source: McKinsey Consul:ng
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China MarkeKng Approach: Either?
Clicks Bricks
or
• Over 520 milion users • 92% social media engaged • Web = THE source of informa[on
• Call to Ac[on • Digital WOM > Retail Marketplace
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&
All Touch Points -‐ Reach consumer online and offline in integrated way
China MarkeKng Approach: Both!
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China Travel DistribuKon: Travel Agencies – Online + Offline
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Reaching the fastest growing affluence in China – in Tier 2,3,4,
and 5 ciKes
It is not possible via tradiKonal methods of trade, media, and
events alone.
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HOW TO LEVERAGE THE MOST IMPORTANT CHINA TRAVEL TRENDS
CHANGING CHINESE TRAVELER
GROWING INTERNET INFLUENCE
HIGH SOCIAL MEDIA ENGAGEMENT
INCREASED MOBILE ACCESS
SHARING EXPERIENCES VIA SOCIAL AND MOBILE
INSPIRE VIA VISUAL CONTENT
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36
Currently 8% of the world’s online popula[on lives in China. By 2015 this will be over 20%.
Source: Journey Etc. (http://www.journeyetc.com/)
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2012: 1 Billion Mobile Users &
400 Million Mobile Internet Users (CNNIC) – 40% -‐-‐-‐
2015: 1.3 Billion Mobile Users & 1 Billion Mobile Internet Users (Forrester Research) – 80%
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WHO IS THE CHINESE CONSUMER ?
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THE NEW CHINESE CONSUMER
I work hard and am successful; I want to get the most out of
life.
I am not looking for the ordinary & am prepared to pay
for something different.
I’ve seen the sights. I want to be inspired.
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MOST IMPORTANT FACTORS IN A HOLIDAY DESTINATION
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Sharing photos via social media
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Tripshow.com helps brands aggregate inspiring images captured by Chinese travelers on social media (Sina Weio) to visually market a brand, and identify their most valuable fans. It is a visual marketing platform and social media application for travel organizations looking to market to Chinese consumers. It helps them to automatically aggregate beautiful and relevant pictures from various social media platforms, organize by theme or itinerary, and display with rich media to inspire travelers. It is also a perfect platform for organizations to identify their most active followers, manage social CRM and run digital campaigns.
Imagine… a Chinese consumer
visits your hotel or destination, takes a
photo, and posts it on his or her Chinese
social media profile to share the experience.
Unfortunately you would never know!
Lost Opportunity!
TripShow.com
aggregates the visual content posted by
travelers on Weibo.com to inspire
future Chinese travelers.
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Tripshow home screen
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Step 1: A photo
Step 2: Posted onto Weibo
by a consumer & tagged with Tripshow Hash tag
Step 3: Photo automa[cally collected
on Tripshow
How Consumers interacts with Tripshow
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How Consumers interacts with Brands Chinese Consumers Browse Brand Profiles for Inspira[on and Ideas on Where to Travel and Stay
ü See which hotels have lep the strongest impressions on their guests, or which des[na[ons have generated the most inspiring images.
ü Chinese consumers visit dedicated lis[ngs pages to browse for brands and ideas on where to travel and where to stay
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What Do Consumers Gain? An easy way to organize photos on social media
A Travel Social Network plaqorm
A personal Homepage to connect with friends, and share photos
A comparison tool with lis[ngs
Collect and showoff badges from brands
A tool to store trip plans and i[neraries
A typical Tripshow home page
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Integrate i[neraries or packages built by companies and contributed by consumers
Why brands are using Tripshow.com
Suggest IKneraries
Illustrate the trip with day
by day pictures
provided by consumers
Create IKneraries
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Why brands are using Tripshow.com Run Campaigns & Interact with Users
Get more users to follow you through campaigns
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Collec[ng badges from favorite brands and showing them off is an important part of the Chinese online consumer experience.
Why brands are using Tripshow.com
Design customized brand badges
And give them out to reward your most
loyal followers
Reward Your Loyal Followers and past guests
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User: Dubai really is an architect’s paradise!
Dubai Tourism: Dubai! Lets twist together
User: Dubai! @tripshow @DubaiTourism
Ranking of Fans based on Ac[vity, Influence, and Interest.
Why brands are using Tripshow.com
Comment on pictures
posted by users and incite
interacKon
Social CRM: Get To Know Your Followers and Interact
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WHERE DO WE GO FROM HERE?
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Advanced Technology SoluKons
• Chinatravelbuzz.com
• Tripshow.com • Social Media Applica[ons
Localized Web Presence
• Chinese web site Development • SEO/SEM
• Email Marke[ng
Social Media Management
• Social media program
management • Social media campaign
development & execu[on
Integrated Digital Campaigns
• Media Management
• Campaign Management • Media Ac[vity
Dragon Trail InteracKve
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Chinese Travel Social Multi-media Platform.
Visual content aggregation of trips via web and mobile.
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www.chinatraveltrends.com | www.chinatraveltrendsbook.com
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China Travel Social Media Seminars
“This was a very important and insighqul 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 beYer off if we take part and try to influence it."
Oliver Sedlinger -‐ China Director, German Na:onal Tourist Board (DZT)
Select Speaking Engagements:
DRAGONTRAIL.COM -‐ CHINATRAVELTRENDS.COM
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SAVE THE DATE:
BANGKOK, THAILAND & YANGON, MYANMAR JUNE 2014
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Contact me:
LinkedIn: Thraenhart Twimer:
@JensThraenhart Facebook: Thraenhart E-‐Mail:
[email protected] Instragram: Thraenhart