com · d ragon t rail.com - c hina t ravel t rends.com “social media is the most influential...
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DRAGONTRAIL.COM - CHINATRAVELTRENDS.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
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
4
GOAL: Increase Brand Awareness
1. Culturally Relevant Chinese Website
2. Social Media Marketing
3. Social Media Campaign
4. Turning Captured Data into Intelligence
5. Leveraging Intelligence to build Relationships
Dragon Trail Digital Marketing Execution
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
DRAGON TRAIL PROPRIETARYMULTI-TOUCHPOINT RING STRATEGY
COMP - CHINA ONLINE MARKETINGPLATFORM
CIMS - CHINA INFLUENCERMARKETING SYSTEM
CRM – CUSTOMERRELATIONSHIPS
SALES
Strategic Focus & KPIs:
1.Brand Awareness
2.Relationships
3.Sales
-Build relevant web presence
-Develop engaging content
-Increase touch-points online
-Drive traffic of interested
individuals
-Focus on capturing relevant
Consumer data Online (and
Offline)
-Leverage data to qualify via
targeted offers
-Refer potential guests to tour
operators and travel agents
-Test direct sales online
DRAGON TRAIL CHINA CASE STUDIES
Banff National Park
Chinese Web Site and
Social Media marketing
Case Study
• No advertising (paid search, banner advertising, print)
• Promotion via Chinese Social Media only
• 90 % Viral Spread (over 90% of people who registered on were invited to join by their friends who had already signed up). Registrations including name, email, mobile phone)
• After Week 1: 6,500 visits / 3,000 registrations
• After Week 2: 30,000 visits / 8,000 registrations
• After Week 3:75,000 visits / 37,000 registrations
• After Week 4:over 100,000 visits / over 50,000 registrations
• After Week 6:180,000 visits / 90,000 registrations
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Case Study: Canadian Rockies Social Media Contest
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COMDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Step 1. Chinese Website
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COMDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COMDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COMDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Step 2. Social Media Marketing
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Micro-blog: http://t.sina.com.cn/canadianrockies
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
SNS: www.kaixin001.com/canadianrockies
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Video Sharing: http://u.youku.com/user_video/id_UMjQ5ODk5MjMy.html
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COMDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Step 3. Website Launch Campaign
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COMDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COMDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COMDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COMDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Total Website Visits: 198,631
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COMDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Total Email Sign-ups: 88,582
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COMDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Top Public Domains of Email Top Corporate Domains 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
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COMDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Alexa Traffic Source Report
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COMDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
. comGet insights & trends:
www.DragonTrail.com
www.ChinaTravelTrends.com
Twitter: @CnTravelTrendsJoin our Community:
www.Community.ChinaTravelTrends.com
E-Mail:Jens@DragonTrail.com
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