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


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


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


Case Study: Canadian Rockies Social Media Contest

DRAGONTRAIL.COM - CHINATRAVELTRENDS.COMDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Step 1. Chinese Website


Step 2. Social Media Marketing

http://www.youku.com/

http://www.kaixin001.com/


Micro-blog: http://t.sina.com.cn/canadianrockies



SNS: www.kaixin001.com/canadianrockies



Video Sharing: http://u.youku.com/user_video/id_UMjQ5ODk5MjMy.html



Step 3. Website Launch Campaign


Total Website Visits: 198,631


Total Email Sign-ups: 88,582


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-

[email protected]

@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


Alexa Traffic Source Report

. comGet insights & trends:

www.DragonTrail.com

www.ChinaTravelTrends.com

Twitter: @CnTravelTrendsJoin our Community:

www.Community.ChinaTravelTrends.com

E-Mail:[email protected]

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