Building a Digital Marketing and Social Media Strategy in China

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<ul><li><p>hotel TECHNOLOGY CONFERENCE SINGAPORE NUANCES OF DIGITAL MAREKTING IN ASIA AND CHINA </p><p>OCTOBER 21, 2013 </p></li><li><p> DIGITAL INNOVATION ASIA (DIA) IS AN INITIATIVE PROMOTING TECHNOLOGY, SOCIAL, AND MOBILE IN TOURISM </p><p>Digital Innovation Asia </p><p>- 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. </p><p>- The first DIA events were successfully launched beginning of June, featuring the first annual Digital Innovation Asia Awards in Bangkok </p><p>- DIA is overseen by the DIA Council (made up of senior e-commerce professionals from hotel companies, tourist boards, and airlines) </p><p>- DIA is platform committed to bringing Digital Innovation to travel and tourism in Asia via collaboration, sharing, and networking </p></li><li><p>CHINA SOCIAL MEDIA BOOT CAMP </p></li><li><p>BLOGGER MATCH-UP 2013 June 2013 - Bangkok, Thailand </p><p>Travel Bloggers &amp; Travel Suppliers Speed-Dating </p><p>Bloggers Match-Up Boot Camp Understanding and Working </p><p>with Travel Bloggers </p></li><li><p> Facebook rules the social media space, but is having a hard time in China &amp; 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. </p><p>SOCIAL </p></li><li><p>Chinese versus Western Social Media </p><p> YouKu </p><p> Weibo </p><p> Renren </p><p> Tencent (QQ) </p><p> Douban </p><p> Weixin (Wechat) </p><p>n Video Sharing </p><p>n TwiYer +Some Facebook </p><p>n Facebook </p><p>n MSN/Gchat, Yahoo Chat etc. </p><p>n The website formerly known as MySpace </p><p>n Whatsapp or Line </p></li><li><p>Top 10 Social Media Sites in China </p></li><li><p>16 </p></li><li><p>Source: Digital Inuence Index 2010 Fleichman Hillard &amp; Harris InteracKve </p><p>Sina Weibo: </p><p>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 </p><p>every 24 hours. (Sept. 2012) </p></li><li><p>THE FASTEST GROWING </p><p>SOCIAL MEDIA PLATFORM IN CHINA.. </p><p> WEIXIN (OR WECHAT) BY </p><p>TENCENT </p><p>WESTERN EQUIVALENT: WHATSAPP </p><p>Online to Oine MarkeKng (O2O) </p></li><li><p> How to use Wechat for markeKng ? </p></li><li><p>Source: Digital Inuence Index 2010 Fleichman Hillard &amp; Harris Interac[ve </p></li><li><p>The Internet has become the most popular </p><p>medium for Chinese travellers seeking </p><p>informaKon about their </p><p>trips </p><p> Source: Nielsen </p><p>China Outbound </p><p>Travel Monitor </p><p>Social Media has become the most inuenKal </p><p>media channel in modern China. </p><p> Source: McKinsey Consul:ng </p></li><li><p>China MarkeKng Approach: Either? </p><p>Clicks Bricks </p><p>or </p><p> Over 520 milion users 92% social media engaged Web = THE source of informa[on </p><p> Call to Ac[on Digital WOM &gt; Retail Marketplace </p></li><li><p>&amp; </p><p>All Touch Points - Reach consumer online and oine in integrated way </p><p>China MarkeKng Approach: Both! </p></li><li><p>China Travel DistribuKon: Travel Agencies Online + Oine </p></li><li><p>Reaching the fastest growing auence in China in Tier 2,3,4, </p><p>and 5 ciKes </p><p>It is not possible via tradiKonal methods of trade, media, and </p><p>events alone. </p></li><li><p>HOW TO LEVERAGE THE MOST IMPORTANT CHINA TRAVEL TRENDS </p><p>CHANGING CHINESE TRAVELER </p><p>GROWING INTERNET INFLUENCE </p><p>HIGH SOCIAL MEDIA ENGAGEMENT </p><p>INCREASED MOBILE ACCESS </p><p>SHARING EXPERIENCES VIA SOCIAL AND MOBILE </p><p>INSPIRE VIA VISUAL CONTENT </p></li><li><p>36 </p><p>Currently 8% of the worlds online popula[on lives in China. By 2015 this will be over 20%. </p><p> Source: Journey Etc. ( </p></li><li><p> 2012: 1 Billion Mobile Users &amp; </p><p>400 Million Mobile Internet Users (CNNIC) 40% --- </p><p>2015: 1.3 Billion Mobile Users &amp; 1 Billion Mobile Internet Users (Forrester Research) 80% </p></li><li><p>WHO IS THE CHINESE CONSUMER ? </p></li><li><p>THE NEW CHINESE CONSUMER </p><p>I work hard and am successful; I want to get the most out of </p><p>life. </p><p>I am not looking for the ordinary &amp; am prepared to pay </p><p>for something dierent. </p><p>Ive seen the sights. I want to be inspired. </p></li><li><p>MOST IMPORTANT FACTORS IN A HOLIDAY DESTINATION </p></li><li><p>Sharing photos via social media </p></li><li><p> 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. </p><p>Imagine a Chinese consumer </p><p>visits your hotel or destination, takes a </p><p>photo, and posts it on his or her Chinese </p><p>social media profile to share the experience. </p><p> Unfortunately you would never know! </p><p> Lost Opportunity! </p><p> </p><p>aggregates the visual content posted by </p><p>travelers on to inspire </p><p>future Chinese travelers. </p></li><li><p>Tripshow home screen </p></li><li><p>Step 1: A photo </p><p>Step 2: Posted onto Weibo </p><p>by a consumer &amp; tagged with Tripshow Hash tag </p><p>Step 3: Photo automa[cally collected </p><p>on Tripshow </p><p>How Consumers interacts with Tripshow </p></li><li><p>How Consumers interacts with Brands Chinese Consumers Browse Brand Proles for Inspira[on and Ideas on Where to Travel and Stay </p><p>See which hotels have lep the strongest impressions on their guests, or which des[na[ons have generated the most inspiring images. </p><p>Chinese consumers visit dedicated lis[ngs pages to browse for brands and ideas on where to travel and where to stay </p></li><li><p>What Do Consumers Gain? An easy way to organize photos on social media </p><p>A Travel Social Network plaqorm </p><p>A personal Homepage to connect with friends, and share photos </p><p>A comparison tool with lis[ngs </p><p>Collect and showo badges from brands </p><p>A tool to store trip plans and i[neraries </p><p>A typical Tripshow home page </p></li><li><p>Integrate i[neraries or packages built by companies and contributed by consumers </p><p>Why brands are using </p><p>Suggest IKneraries </p><p>Illustrate the trip with day </p><p>by day pictures </p><p>provided by consumers </p><p>Create IKneraries </p></li><li><p>Why brands are using Run Campaigns &amp; Interact with Users </p><p>Get more users to follow you through campaigns </p></li><li><p>Collec[ng badges from favorite brands and showing them o is an important part of the Chinese online consumer experience. </p><p>Why brands are using </p><p>Design customized brand badges </p><p>And give them out to reward your most </p><p>loyal followers </p><p>Reward Your Loyal Followers and past guests </p></li><li><p>User: Dubai really is an architects paradise! </p><p>Dubai Tourism: Dubai! Lets twist together </p><p>User: Dubai! @tripshow @DubaiTourism </p><p>Ranking of Fans based on Ac[vity, Inuence, and Interest. </p><p>Why brands are using </p><p> Comment on pictures </p><p> posted by users and incite </p><p>interacKon </p><p>Social CRM: Get To Know Your Followers and Interact </p></li><li><p> WHERE DO WE GO FROM HERE? </p></li><li><p>Advanced Technology SoluKons </p><p> </p><p> Social Media Applica[ons </p><p>Localized Web Presence </p><p> Chinese web site Development SEO/SEM </p><p> Email Marke[ng </p><p>Social Media Management </p><p> Social media program </p><p> management Social media campaign </p><p> development &amp; execu[on </p><p>Integrated Digital Campaigns </p><p> Media Management </p><p> Campaign Management Media Ac[vity </p><p>Dragon Trail InteracKve </p></li><li><p>Chinese Travel Social Multi-media Platform. </p><p>Visual content aggregation of trips via web and mobile. </p></li><li><p> | </p></li><li><p>China Travel Social Media Seminars </p><p>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 denitely beYer o if we take part and try to inuence it." </p><p>Oliver Sedlinger - China Director, German Na:onal Tourist Board (DZT) </p><p>Select Speaking Engagements: </p><p> DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM </p></li><li><p>SAVE THE DATE: </p><p>BANGKOK, THAILAND &amp; YANGON, MYANMAR JUNE 2014 </p></li><li><p>Contact me: </p><p>LinkedIn: Thraenhart Twimer: </p><p>@JensThraenhart Facebook: Thraenhart E-Mail: </p><p> Instragram: Thraenhart </p></li></ul>


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