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89 ITB Berlin 2017
BeMyGuest.com.sg
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Fast Company
World’s 50 Most Innovative Companies – 1st Singaporean company to be featured!
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BeMyGuest has the world’s largest inventory of Asian tours & activities
Aggregation and distribution of day-tours, things to do, activities, events, tickets, local day tours
NUMBER OF SUPPLIERS ~4,000
NUMBER OF LISTINGS ~22,500
TOP DESTINATIONS
South East Asia
Cambodia
Indonesia
Philippines
Vietnam
Singapore
Thailand
Myanmar
Laos
North Asia
Japan
South Korea
Macau
China
Hong Kong
Taiwan
DISTRIBUTION OPTIONS White Label, API, B2B Marketplace, Widgets, Banners
Note: BeMyGuest classifies a listing as one that is “live” (i.e. bookable) on its website. For example, a “1-day introduction to diving” class with options such as (i) with equipment and (ii) without
equipment is considered as one listing. Information is as of January 2016; number of listings excludes another ~2,400 listings (covering an additional 40+ destinations) that were in draft or review
stage and were not bookable
Source: BeMyGuest
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Tour & Activity Operators,
Travel Agencies, Attractions,
Events
• High fragmentation
• Low digitalisation
• Capturing arrival leftover
business
• Low tech
B2B Distribution
• Online Travel Agencies
• Global Distribution Systems
• Airlines
• Hotels
• Car Hire
• Traditional Travel Agencies
BeMyGuest – Content
Aggregation and Online
Distribution
• Data standardisation
• Revenue management
• Promotion tools
• Instant confirmation
• Integration with global
players
• Content localisation
B2B Business Model
Connecting attraction, activities and day tours operators to large audiences
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Our Reach 1. Direct channels (website, mobile)
2. Distribution partners (travel partners worldwide) 3. Agents Market Place (offline travel agencies worldwide)
Introduction to Cross Platform Influencer Marketing
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I.What is its main objective
and who is the target audience?
How do I find the
ideal influencer
for my brand?
Which platform is the most
appropriate to utilize?
How I can help
increase the impact
of influencers
?
In what ways can I track the
success of an
influencer campaign?
What is influencer marketing?
Identifying specific individuals who hold power with consumer perception and purchase
decisions
Partnering with leading influencers in order to promote brands, products &
services
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Influencer Marketing Pointers
I. Define the objective and identify the target audience.
Ask yourself the following questions: Am I looking to reach out to entirely new audiences?
Am I building an influencer community around my brand?
Am I aiming to make noise about a certain product at a particular
period of time?
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II. Find the ideal influencer for the brand.
In assessing influencers, look at a cost per engagement model to gauge who will be able to deliver
the best value for your brand.
A GOOD INFLUENCER IS ON SOCIAL MEDIA
Subtly promotes products by incorporating them into daily life instead of pushing for sales
outright
Has a social media page with thousands or even millions of followers
Publishes posts that garner an impressive engagement rate
Knows what works for them as well
UNDERSTANDING ENGAGEMENT METRICS
Greater number of followers does not equate to higher engagement
Generated engagement rate is a more important factor than follower count
Therefore, the percentage of engagement is vital in hiring an influencer
Influencer Marketing Pointers
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III. Choose the most appropriate platform.
Sources:
https://www.emarketer.com/Article/Southeast-Asia-Has-Among-Highest-Social-Network-Usage-
World/1013275
http://www.straitstimes.com/tech/smartphones/millennials-in-singapore-spend-almost-34-hours-a-day-on-
their-mobile-phones-study
Influencer Marketing Pointers
PLATFORM SELECTION:
Consider who your audience is and which platforms they use the
most.
Decide on influencers based on their engagement rate and size of
audience on your target platforms.
Also look at the topic-specific expertise of your chosen influencers.
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IV. Help influencers create better impact.
TRUST YOUR INFLUENCERS.
Influencers know how to work with their own audience in the most effective way.
Discuss with your chosen influencer the kind of story that best appeals to their following.
ORGANIZE CONTENT DISTRIBUTION.
Find out what the influencer is passionate about to see if your brand is a natural fit.
It will reflect if the influencer genuinely likes your products or services, as the content will appear to be an organic
collaboration.
THINK THAT INFLUENCERS ARE MORE THAN JUST IMPRESSIONS.
Short-form content creators such as influencers are media channels in their own right.
Collaborating with them means shifting consumption habits and bringing your brand into relevant, peer-led conversations
in social media.
Collaboration is important. Work with the influencer to deliver an engaging story
around your brand.
Influencer Marketing Pointers
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IT’S ALL ABOUT ENGAGEMENT
Your website traffic is on the rise & you are getting conversions.
Your influencer is getting a lot of engagement on their social media
posts.
Engagement is the single most important metric for brands.
Consistently high engagement rates, regardless of fan or follower counts, indicate that the
influencer has a captive audience of people who trust them to create compelling, authentic
content on a particular topic.
Influencer Marketing Pointers
V. Track the success of an influence campaign.
In a forecast released by
eMarketer, Southeast Asia
has some of the highest
penetration of social
network usage among
internet users of anywhere
in the world.
Indonesia has the highest
social network penetration
rate among internet users
in Southeast Asia, with
79.8% of internet users
visiting a social network at
least once a month in
2016.
According to a study
conducted by TNS,
millennials in the Asia
Pacific spend 22.4 hours a
week on their mobile
phones, 46% of which
browse through social
media platforms.
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Our Reach 1. Direct channels (website, mobile)
2. Distribution partners (travel partners worldwide) 3. Agents Market Place (offline travel agencies worldwide)
Case Study: Travel SSBD Video Series
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Gold World Medal Online Entertainment Program
New York Festivals 2016
TRAVEL SSBD AWARD
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15 TRAVEL SSBD Case Study
Travel Video Series #Travel SSBD (Travel Same Same but Different)
Episode 1: Tokyo Episode 2: Yogyakarta Episode 3: Krabi Episode 4: Langkawi Episode 5: Chiang Mai
Season 1: Tokyo, Yogya, Krabi, Langkawi, Chiang Mai
• Featuring unique experiences across Asia • Produced by MediaCorp • Sponsored by multiple travel partners such as AirAsia, UOB Travel and more • Over 4.8 million viewers across Asia
Season 2: Chiang Rai, Pattaya, Jakarta, Bali, Kuching
Episode 1: Chiang Rai Episode 2: Pattaya Episode 3: Jakarta Episode 4: Bali Episode 5: Kuching
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16 TRAVEL SSBD: Mediacorp’s Online Channels
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TELEVISION
3,156,000 960,000 PEOPLE 15+ PEOPLE 15-34
RADIO
2,057,000 825,000 PEOPLE 15+ PEOPLE 15-34
690,000 236,000 PEOPLE 15+ PEOPLE 15-34
TRAVEL SSBD: Mediacorp’s Offline Channels
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18 TRAVEL SSBD: BeMyGuest’s Channels
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19 TRAVEL SSBD Happy Ending Contest:
Contest Timeline: November to December 2015
Prize A #SSBD journey for two to all 5 destinations (Tokyo,
Yogya, Krabi, Langkawi, Chiang Mai). Includes airfare
and 1 activity of your choice at each destination, as
featured on #SSBD.
Entry Mechanics: Build your own SSBD journey in 3 easy steps:
1) What were your favourite activities in each episode and why would
you love to try them?
2) Tell us how to get in touch with you. (name, email and age)
3) Invite a friend to travel with you. Post this on your friend's Timeline:
"I know how much you love Happy Endings ... so I’m taking you on a
#TravelSSBD adventure to Tokyo, Krabi, Langkawi and Chiang Mai
from bemyguest.com.sg/happyending “
Winning Mechanics Winner selection process: The winning entry will be selected based
on a combination of facebook popularity (likes) and an editorial
selection process by BeMyGuest’s editorial team.
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20 TRAVEL SSBD: Activation Campaign
Activation Campaign with AirAsia
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Positive mentions revolved around excitement to watch TravelSSBD and having enjoyed SSBD party
TRAVEL SSBD: Engagement Tracking
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SENTIMENT
TOP MEDIA TYPES
79% 14%
10% 89% (Positive) (Neutral)
1Post Reach: The total no. of Twitter followers of the MediaCorp pages/artistes who tweeted on the campaign Source: Radian6 (1 Aug – 30 Sep 2015), YouTube (as at 19 Oct 2015)
300 social mentions generated about Travel SSBD, with Twitter being the most used social media channel
6%
SOCIAL BUZZ
OUTSIDE MEDIACORP PAGES
POST REACH1
159,555 Twitter Followers
SOCIAL BUZZ
FROM MEDIACORP PAGES
Netizens looked forward to each episode with great anticipation
TRAVEL SSBD Social Media Channels:
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Total Singapore video views: 850,000 Data correct as at 30th Jun 16
58.375 61.027 60.937 58.025 31.658
547.000
1.193.000
731.000 780.000
432.000
0
200.000
400.000
600.000
800.000
1.000.000
1.200.000
1.400.000
Ep 6 - Chiang Rai Ep 7 - Pattaya Ep 8 - Jakarta Ep 9 - Bali Ep 10 - Kuching
Youtube Facebook Toggle1,266,108
795,647 841,363
465,514
VIDEO VIEWS: OVER 3,800,000 VIEWS FOR ALL 5 EPISODES OVERALL CAMPAIGN REACH : OVER 3.1 MILLION PEOPLE 15+ OVER 0.9 MILLION PEOPLE 15-34
616,088
TRAVEL SSBD: Season 2 Performance
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Our Reach 1. Direct channels (website, mobile)
2. Distribution partners (travel partners worldwide) 3. Agents Market Place (offline travel agencies worldwide)
Cross Platform Influencer Marketing In China
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Chinese News & Social Networking Services
570 million
users
290 million
users
Alitrip Ctrip Tuniu News websites:
Sohu
Tencent
TouTiao
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qzone
Baidu Post
Bar
/Baidu Tieba
Zhihu
Douban
MySpace in QQ
Google/Facebook Groups
Quora
UGC Timeout
Chinese Social Networking Services
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Popular video platforms for travel
Over 331 million users
Over 273 million users
Over 259 million
Over 198 million
iQIY
Tencent
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Top Social Media Influencers for Travel
Ranking Weibo Name Followers
(Millions）
1 旅游约吗 3.82
2 行走40国 2.79
3 草原900 2.49
4 我的旅行小马甲 2.32
5 牛肉饭 2.02
6 穷游旅行家 1.69
7 台湾自由行 1.62
8 阿泚楠 1.59
9 背包客小鹏 1.09
10 旅行女作家 1.00
Notes: Data accurate as at 1st March 2017
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Social media influencers in travel
旅游约吗(Lv you yue ma) Travel Companies which engage her:
OTA: Tongcheng
American Airlines Florida Tourism Board WeChat: YouKu:
Qantas Japan National
Tourism Organisation
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《The Travels of Daming》is an
independent travel documentary series
featuring ordinary people from
Daming's perspective.
Daming took self shot videos in
Thailand, Vietnam, Laos and Cambodia
to show the culture.
Online video websites:
Youku: 3.73 million views, 41000 followers
AcFun: the post highest views reached 32.06 million, 7326 followers
iQIYI: 73185 views, 495 followers
Bilibili: 368000 views, 4633 followers
Weibo :13729 followers
Wechat official account : around 1000 average views
Baidu Post Bar: 2527 followers
Cast Study: The Travels of Daming
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Season Ⅱ shooting
location CSM 50 cities viewership
ratings
Online video
website
viewership ratings (%) ranking Mango TV (million)
Episode 1 London 1.777 2 54.852
Episode 2 London 1.703 2 40.824
Episode 3 London
& Cambridge
1.339 4 32.894
Episode 4 Cambridge &
Liverpool &
Kathy
1.242 4 26.912
Episode 5 Kathy 1.251 5 23.449
Episode 6 Edinburgh &
Istanbul
1.077 5 26.811
Episode 7 Fethiye & Kash
& Daimler
1.065 5 27.156
Episode 8 Antalya &
Cappadocia
1.207 5 26.638
Episode 9 Edinburgh &
Dubai
1.105 5 25.210
Episode 10 Dubai 1.157 7 22.871
Episode 11 Dubai 0.837 7 53.834
113,445 Posts
After just 2 episodes, Chinese
outbound to Turkey increased
Cast Study: Divas Hit The Road
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Season4 Shooting location Online video website
Youku (million) Mango tv(million)
Episode 1 Kanas in Xinjiang 122 140
Episode 2 138 160
Episode 3 Guzhang Mountain
in Hunan
133 170
Episode 4 188 200
Episode 5 Long beach, south
village in Ninxia
116 140
Episode 6 108 140
Episode 7 JianShui in Yunnan 98 160
Episode 8 88 130
Episode 9 Jinxi County in
Jiangxi
90 160
Episode 10 96 160
Episode 11 Yichun City in
Heilongjiang
87 150
Episode 12 70 190
Youku: 419,000 followers
Weibo: 9,961
Season 4 Total views on Mango TV : 2.4 Billion
Case Study: Dad, Where Are We Going?
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Our Reach 1. Direct channels (website, mobile)
2. Distribution partners (travel partners worldwide) 3. Agents Market Place (offline travel agencies worldwide)
Case Study: Mekong Tourism Jens Thraenhart, Executive Director
