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TripAdvisor® is the world's largest travel site, enabling travelers to plan and have the perfect trip. TripAdvisor offers trusted advice from real travelers and a wide variety of travel choices and planning features with seamless links to booking tools. Mr.Kato will tell us about Viral Marketing in Japan with some example from TripAdvisor. Speaker Profile: Takashi Kato has career focusing on Online Marketing. Over the past 10+ years, worked as marketer at foreign companies such as Microsoft and Amazon. At current, as a senior manager at TripAdvisor, he manages both Online Marketing and Brand Marketing at TripAdvisor Japan.
Citation preview
Self Introduction 2
Takashi Kato
Sr.Marketing Manager at TripAdvisor Japan
[Academic Ground]
Keio University
[Past career]
-Web Store Manager at Lenovo Japan
-Advertising Program Manager at Microsoft (MSN)
-Assistant Product Manager at Amazon.co.jp
-Mutual Fund consultant at Japanese Domestic company
TripAdvisor : the world's largest travel site
60 million unique monthly visitors (comScore July 2012)
36million Registered Member #
75million Reviews and opinions
More than 60 new contributions are posted every minute.
Listing Contents:116,000+ destinations, 680,000+ hotels, 250,000+ attractions , 1,000,000+ restaurants
18,000,000 pictures have been posted.
4
Source: Comscore Jul 2012
TripAdvisor: Monthly Unique User The world’s largest travel website
Source: Comscore Jul 2012
74,975
60,772
48,493
38,838
26,520
21,723
20,644
19,901
15,915
14,007
12,744
12,469
12,067
10,501
10,133
9,571
9,332
9,159
8,926
8,883
8,340
8,108
0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000
TripAdvisor Media Group
TripAdvisor
Booking.com
Expedia
Qunar
Hotels.com
Yahoo! Travel
Ctrip.com International
Kayak.com Network
Priceline
Agoda
Indian Railways
HomeAway
Southwest Airlines Co.
Ryanair
TUI
Orbitz
Hotwire
eDreams
About.com Travel
MakeMyTrip
Deutsche Bahn
TripAdvisor: Monthly UniqueUser by area
Source: Comscore Jul 2012
TripAdvisor is the Worlds largest travel site with 60.7m Unique Users
Europe
24.6m North
America
17m
LATAM
3.5m
APAC
9.8m
Middle East
&
Africa
3.1m
6,232
5,362
4,189
2,437
2,119
1,950
1,932
1,837
1,736
1,649
1,485
1,443
1,370
1,256
1,223
1,222
1,105
971
903
888
858
671
653
619
0 1,000 2,000 3,000 4,000 5,000 6,000 7,000
Jalan
Rakuten Travel
Yahoo! Travel
ANA (All Nippon Airlines)
Japan Airlines
TripAdvisor
4 Travel
Mapple
JTB
Rurubu.com
HIS
Rurubu.Travel
Ekikara
Travel
Tokyo Disney Resort
Japan Railway
Hotel Story
Hankyu Travel
Nippon Travel Agency
Arukikata
Agoda
KNT Sites
Jet Star
Expedia
TripAdvisor JP
Source: Comscore Jul 2012
TripAdvisor has now risen to be the 6th biggest site
TripAdvisor is:
+7% of the travel market
+13% YoY
Q. What type of site do you check on product purchase 10
0
10
20
30
40
50
60
70
Corporate site Review Site Portal SNS Blog others
DIMSDRIVE “questionnaire for Travel”2012
(%)
30%+ of travelers create their travel plan with review site. Also there are same
level of travelers who would refer the review from friend or family. It means the
review became one of the key for decision making on travel.
Information Channel for travel 11
DIMSDRIVE “questionnaire for Travel”2012
Information Channel for travel
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%
The other
Radio
SNS
Outdoor Advertisement
no refer
blog
FreeMAgazine
Train Advertsement
The other books/magazin
Broushure and insipment at station
NewsPaper
Travel Agencies
Inshopment
News Article on Internet
Review by neighbor/family/friend
Review site on internet
TV program
Guidbook/ Travel Magazine
Travel information site
Paradigm shift on Review 12
For wide range of industry, review became one of the key factor to decision
making on purchase.
As a result “no posted Review” doesn’t mean neutral, but “Not popular” with
negative feeling.
To acquire competitive power, it’s important to get more good review.
Review Collection become to key initiative.
Positive review
No posted Review
Negative Review
Plus
Existing Value New explanation
Minus
No posted Review
Negative Review
Positive Review
Impression for Purchase
Of course, there may be negative review posted. I
believe much company hesitate to deal with reviews
because they would not like to touch negative
reviews.
Advice
Typical Response is important. We support the
hotels on owner response with various materials.
But…
Travel Experience and Trip Advisor 17
Decision support on Travel Plan
Look for the plan through the commerce link
Post the review
Travel
Key Initiatives 18
Traffic Acquisition
– SEM
– SEO
– Affiliate
– SNS (Facebook Twitter)
– 【Retention】Retargeting/CRM Mail
etc
Improve Site Usability
– Information Quality
– Interface
Review Collection
Strength and Challenge in Japan 19
Strength
We have support from Global team on knowledge and platform
We have typical organization to check fraud review and handle moderation.
Challenge
The most biggest in the world, but in Japan
Still much person has allergy for review business
Branding for long term business have some difficulty on communication point.
etc…
Local Brand Communication steps 20
There are still much people don’t know TripAdvisor. I think, at first we
should improve visibility, and also keep on improve our translation and
message.
From next page, I prepared two of suggestions to increase Visibility.
People doesn’t know TripAdvisor
Know TripAdvisor but don’t use
TripAdvisor
User
Increase Visibility
Translation Message
Advertisement - Scheme 21
Mass Segmented
SEM
Affiliate Retargeting
Newspaper
Magazine
Radio
TV OFF LIN
E O
N LIN
E
Ad Network Portal Banner
External E-mail
Flyer
Plaque Train/Outdoor
Sticker
Adorsement
Expand Channel