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China Travel Trends Social Media Marketing Case Study

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Dr Jens Thraenhart
Dr Jens Thraenhart

Presentation at the China Travel Distribution Summit 2010, in Beijing. Case Study about the China Social Media Campaign, executed by Dragon Trail

Viajes
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Relationships with: CHINA TRAVEL TRENDS . com
D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM “ Social Media is the most influential communications medium in modern China” Two-thirds of surveyed public affairs executives – Edelman Media Influence Survey, November 2009
China’s digital media landscape is dominated by local players . Government censorship Local players appeal to domestic users D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
[object Object],Dragon Trail Digital Marketing Execution D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM DRAGON TRAIL PROPRIETARY MULTI-TOUCHPOINT RING STRATEGY COMP - CHINA ONLINE MARKETINGPLATFORM CIMS - CHINA INFLUENCER MARKETING SYSTEM CRM – CUSTOMER RELATIONSHIPS SALES
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DRAGON TRAIL CHINA CASE STUDIES
Banff National Park Chinese Web Site and Social Media marketing Case Study
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Case Study: Canadian Rockies Social Media Contest D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Step 1. Chinese Website
D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Step 2. Social Media Marketing
D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Micro-blog : http:// t .sina.com.cn/ canadianrockies D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM SNS: www.kaixin001.com /canadianrockies D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Video Sharing: http://u.youku.com/user_video/id_UMjQ5ODk5MjMy.html D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Step 3. Website Launch Campaign
D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Total Website Visits: 198,631
D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Total Email Sign-ups: 88,582
D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Top P ublic D omains of Email Top C orporate D omains of Email @hotmail.com @yahoo.com @siemens.com @kone.com @163.com @189.cn @cn.ibm.com @damco.com @qq.com @yeah.net @sonyericsson.com @pg.com @126.com @vip.qq.com @alcatel-sbell.com.cn @dich.denso.com.cn @gmail.com @vip.sina.com @dhl.com @cn.ey.com @yahoo.com.cn @foxmail.com @amway.com @deloitte.com.cn @sina.com @sina.com.cn @hp.com @philips.com @sohu.com @263.net @cn.pwc.com @aia.com @139.com @live.com @hsbc.com.cn @freescale.com @yahoo.cn @vip.163.com @ge.com @nsn.com @21cn.com @msn.cn @cn.bosch.com @citiz.net @msn.com @eyou.com @wo.com.cn @sgs.com @tom.com @sina.cn @sc.com @shanghaigm.com @live.cn @QQ.com.cn @dell.com @mciqingdao.com
D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Alexa Traffic Source Report
D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
Get insights & trends: www.DragonTrail.com www.ChinaTravelTrends.com Twitter: @CnTravelTrends Join our Community: www.Community.ChinaTravelTrends.com E-Mail: [email_address] Relationships with: CHINA TRAVEL TRENDS . com

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China Travel Trends Social Media Marketing Case Study

  • 1. Relationships with: CHINA TRAVEL TRENDS . com
  • 2. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM “ Social Media is the most influential communications medium in modern China” Two-thirds of surveyed public affairs executives – Edelman Media Influence Survey, November 2009
  • 3. China’s digital media landscape is dominated by local players . Government censorship Local players appeal to domestic users D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  • 4.
  • 5.
  • 6. DRAGON TRAIL CHINA CASE STUDIES
  • 7. Banff National Park Chinese Web Site and Social Media marketing Case Study
  • 8.
  • 9. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Step 1. Chinese Website
  • 10. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  • 11. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  • 12. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Step 2. Social Media Marketing
  • 13. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Micro-blog : http:// t .sina.com.cn/ canadianrockies D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  • 14. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM SNS: www.kaixin001.com /canadianrockies D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  • 15. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Video Sharing: http://u.youku.com/user_video/id_UMjQ5ODk5MjMy.html D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  • 16. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Step 3. Website Launch Campaign
  • 17. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  • 18. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM 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 D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  • 20. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Total Website Visits: 198,631
  • 21. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Total Email Sign-ups: 88,582
  • 22. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Top P ublic D omains of Email Top C orporate D omains of Email @hotmail.com @yahoo.com @siemens.com @kone.com @163.com @189.cn @cn.ibm.com @damco.com @qq.com @yeah.net @sonyericsson.com @pg.com @126.com @vip.qq.com @alcatel-sbell.com.cn @dich.denso.com.cn @gmail.com @vip.sina.com @dhl.com @cn.ey.com @yahoo.com.cn @foxmail.com @amway.com @deloitte.com.cn @sina.com @sina.com.cn @hp.com @philips.com @sohu.com @263.net @cn.pwc.com @aia.com @139.com @live.com @hsbc.com.cn @freescale.com @yahoo.cn @vip.163.com @ge.com @nsn.com @21cn.com @msn.cn @cn.bosch.com @citiz.net @msn.com @eyou.com @wo.com.cn @sgs.com @tom.com @sina.cn @sc.com @shanghaigm.com @live.cn @QQ.com.cn @dell.com @mciqingdao.com
  • 23. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Alexa Traffic Source Report
  • 24. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  • 25. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
  • 26. Get insights & trends: www.DragonTrail.com www.ChinaTravelTrends.com Twitter: @CnTravelTrends Join our Community: www.Community.ChinaTravelTrends.com E-Mail: [email_address] Relationships with: CHINA TRAVEL TRENDS . com