Strategic Social Media Advisory Services for Chinese Travel Market
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Dragon Trail co-founder Jens Thraenhart's presentation during the 2009 China Travel Distribution Summit in Shenzhen - December 2009. www.DragonTrail.com
![Providing Interactive Marketing and Social Media strategic advisory services to travel and tourism organizations, including intermediaries, hotels, and tourist boards that target the fast growing and lucrative Chinese leisure travel market. Member of: Contact us for more Information: [email_address] www.DragonTrail.com Get insights & trends: www.ChinaTravelTrends.com Twitter: @CnTravelTrends](https://image.slidesharecdn.com/jens-chinatraveldistributionsummit-1dec2009-091207033322-phpapp01/85/china-travel-distribution-summit-1-dec2009-1-320.jpg)
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Strategic Social Media Advisory Services for Chinese Travel Market
- 1. Providing Interactive Marketing and Social Media strategic advisory services to travel and tourism organizations, including intermediaries, hotels, and tourist boards that target the fast growing and lucrative Chinese leisure travel market. Member of: Contact us for more Information: [email_address] www.DragonTrail.com Get insights & trends: www.ChinaTravelTrends.com Twitter: @CnTravelTrends
- 2. Dragon Trail Team Founded by international leading experts in social media, e-tourism and travel technology D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM NETWORK E-MARKETING CONTENT STRATEGY TECHNOLOGY SOCIAL MEDIA
- 4. Outbound Travel from China D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 5. 338 millions Internet users (June 2009) 92 % contribued to social media 43 % communicate via forums/discussion boards 41 millions are « heavy » social media contributors 42 millions bloggers in China (more than in Europe and USA combined) China is one of the strongest country in the world with active consumers in social media platforms Source: www.cnnic.cn China Internet Network Information Center (CNNIC) D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 6. Blogging: Asia leads 16-54 Active Internet Universe Estimates Source: Universal McCann Social Media Tracker D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM % Write their own blog 60%+ 40% -60% 30%-40% <30%
- 7. Social Networking: everywhere Source: Universal McCann, Wave 3 2008 D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM % joined a social network 70%+ 60% -69% 50%-59% <49%
- 8. Access is open Free broadband Laptops for $300 HD Video camera for $150 Video on Mobile phones D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 9. 2006 > 2008. Massive growth 28% 30% 27% 10% 58% 31% 63% 82% 66% 36% 41% 31% 22% 58% 52% 55% 42% 77% Source: Universal McCann Social Media Tracker D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 10. Chinese Online Participation and Engagement is more vibrant than in the West Source: CIC Watch, 2008 D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 12. Social Media D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 13. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 14. NewZealand.com - Homepage Trip Planner Partner Product Placement Partner Product Placement Trip Planner D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 15. NewZealand.com - Homepage Design Your Own Trip User Feedback User Blogs User Video D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 16. Brands partner with Xiaonei.com (RenRen) D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Screen fold
- 17. Lancome leverages blogger’s brand passion D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 18. Blogger Relations: Influencer Marketing in Action D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 19. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 20. Canadian Tourism Commission (CTC) is trying to position Canada to Chinese Consumers Canada does not have Approved Destination Status The CTC leverages celebrities as influencers D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 21. Invited Shen Xue & Zhao Hongbo in 2008 Top 3 Ice Figure Skaters, winners of the world Championships in 2007 Developed an integrated Campaign, including Social Media D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 22. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 24. - Wangshi, founder of Wanke Real Estate company. - Mountain Climber, and well known blogger in China. He has blogs in Sina. And Sohu. Look at the number of the readers. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 25. Look at the clicks of a single post. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 28. WINSER ZHAO – Social Media GEORGE CAO - Technology JENS THRAENHART - Strategy Contact us for more Information: [email_address] www.DragonTrail.com IRMA TJAHJADI - Editorial Get insights & trends: www.ChinaTravelTrends.com Twitter: @CnTravelTrends CHINA TRAVEL TRENDS . com