digital innovation asia - january 2014

digitalinnovationasiaSTRATEGIC OVERVIEW

DECEMBER 2013

WHAT IS…

DIGITAL INNOVATION ASIA?

DIGITAL CAPACITY BUILDING

DIGITAL THOUGHT LEADERSHIP

DIGITAL SUCCESS STORIES

DIGITAL CAREER DEVELOPMENT

DIGITAL CHINA MARKETING

DIGITAL SOLUTIONS ADVISORY

DIGITAL STORY TELLING

DIGITAL SOCIAL RESPONSIBILITY

DIGITAL PARTNERSHIP COLLABORATION

DIGITAL INNOVATION ASIA (DIA) IS A PLATFORM TO DEVELOP CAPACITY AND PROMOTE INNOVATIONS IN TECHNOLOGY, DIGITAL, SOCIAL MEDIA, AND MOBILE IN ASIA TRAVEL AND TOURISM

digitalinnovationasia

- Strategically aligned with the Pacific Asia Travel Association (PATA), and endorsed by the World Tourism Organization (UNWTO), the Association of South East Asian Nations (ASEAN), the Mekong Tourism Coordinating Office (MTCO), the Tourism Technology Association (TTA), Global Business Travel Assoc. (GBTA), and SKAL.

- The first DIA events were successfully launched beginning of June 2013, featuring the first Blogger Matchup, Digital Innovation Asia Summit, and Annual Digital Innovation Asia Awards in Bangkok, as well as five E-Tourism Asia Boot Camps over the past two years.

- DIA is overseen by the DIA Council (made up of senior e-commerce professionals from hotel companies, tourist boards, and airlines).

DIGITAL INNOVATION ASIA (DIA) IS BASED ON FIVE STRATEGIC PILLARS THAT ARE INTER-CONNECTED AND ALIGNED. THESE 5 PILLARS INCLUDE:

DIGITAL INNOVATIONS

DIGITAL INNOVATION ASIA

DIGITAL CAPACITY

E-TOURISM ASIA

DIGITAL INFLUENCER

BLOGGER MATCHUP

DIGITAL SOCIAL RESP.

DIGITAL AID ASIA

Bringing digital innovations to travel and tourism in Asia via collaboration, sharing, and networking with digital thought leaders from featuring innovative solutions to incubating new ventures, as well as showcasing innovative use of technology and digital media in Asia Pacific.

Developing digital capacity in Asia via online certification, hands-on practical boot camps, a job link, and an online Think Tank, in areas including China Digital, Social Media, CRM & Loyalty, Search Engine Marketing, Online Advertising, and Revenue Management.

Connecting digital influential self publishers from bloggers, micro-bloggers, instagramers, podcasters, hotel reviewers, and more with organizations serving visitors in Asia Pacific, via a database of travel bloggers, organizing speed dating events, and providing consulting.

Leveraging technology, social media, and mobile for responsible tourism development as an enabler to drive economic growth supporting the visitor economy to reduce poverty in emerging tourism destinations, from micro-financing, e-learning, crisis management, e-Visa, and web presence.


DIGITAL CHINA MARKETING

E-TOURISM CHINA

Over 600 million internet users in China are influencing local purchasing trends, both on- and offline. They represent the country's best educated and most affluent consumers. This brings new opportunities to international brands who understand how to harness the persuasive powers of China's netizens, recognizing that Chinese social media platforms dominating the online landscape.

DIA THINK TANKDIA POW WOW

DIA BOOT CAMPDIA MATCH UP

DIA EVENTS

DIA COUNCIL DIA THINK TANK

DIA AWARDS DIA VENTURES

BLOGGER MATCHUP CONNECT

BLOGGER MATCHUP SPEED-DATING BLOGGER MATCHUP STORYTELLING

BLOGGER MATCHUP INTERACTIVE

E-TOURISM ASIA BOOT CAMPS E-TOURISM ASIA CERTIFICATES

E-TOURISM ASIA JOB LINK E-TOURISM ASIA SOLUTIONS

E-TOURISM CHINA ONLINE MAGAZINE E-TOURISM CHINA BOOT CAMPS

E-TOURISM CHINA SOLUTIONS E-TOURISM CHINA STRATEGY ADVISORY

DIGITAL AID SUMMIT DIGITAL AID FORUM

DIGITAL AID CENTER DIGITAL AID FOUNDATION

THE DIGITAL INNOVATIONS PILLAR FOCUSES ON INTRODUCING INNOVATIVE DIGITAL SOLUTIONS, AS WELL AS SUPPORTING INNOVATIVE DIGITAL VENTURES, BACKED BY THE DIGITAL INNOVATION ASIA COUNCIL, IN 4 KEY INITATIVES:

1. Digital Innovation Asia

1. THOUGHT LEADERS – DIGITAL INNOVATION ASIA COUNCILAppointed heads of technology, e-commerce, marketing of hotels, tourist boards, aviation, cruises, attractions, shopping, media, and academia to serve on the DIA Council.

2. EVENT – DIGITAL INNOVATION ASIA THOUGHT LEADER THINK TANKInvite-only think tank for DIA Council members to get inspired by leading digital authorities, learn about the latest trends, share best practices, and collaborate to bring innovation to Asia Pacific travel and tourism.

3. AWARDS – DIGITAL INNOVATION ASIA AWARDSAnnual awards featuring the most innovative digital work in Asia Pacific travel and tourism, in categories across the five DIA pillars, including “Most Impactful Digital Innovation”, “Most Engaging Digital Presence”, “Most Relevant Chinese Digital Presence”, “Most Socially Responsible Digital Initiative”, and “Most Captivating Digital Storytelling”.

4. INCUBATION – DIGITAL INNOVATION ASIA VENTURESSupport and incubation of new ventures, and projects, including travel start-ups in Asia, especially in emerging destinations in Asia Pacific.

DIA Council MeetingBangkok, June 2013

Digital Innovation Asia AwardsBangkok/Thailand, June 2013

@ Digital Innovation Asia

CAPACITY BUILDING- DIGITAL & ASIA -

E-TOURISM ASIA

THE DIGITAL CAPACITY DEVELOPMENT PILLAR FOCUSES ON EDUCATING TRAVEL AND TOURISM PROFESSIONALS IN ASIA AND ABROAD FROM JUNIOR TO SENIOR IN DIGITAL AND ASIA, IN 4 KEY INITATIVES:

2. E-Tourism Asia

1. EVENTS – E-TOURISM ASIA BOOT CAMPSCentered around the Annual E-Tourism Asia Conference in Bangkok in June, E-Tourism Asia Boot Camps offer hands-on practical content all over Asia, as well as oversees, to educate on digital in Asia travel and tourism.

2. CERTIFICATES – E-TOURISM ASIA CERTIFICATESOnline micro-certification enabling professionals to get certified in areas such as China Digital, Social Media, CRM & Loyalty, Search Engine Marketing, Online Advertising, and Revenue Management. Certificates are low cost for DIA members.

3. CAREERS – E-TOURISM ASIA JOB LINKMatching DIA members with companies to seek professionals with digital knowledge via the DIA Community. Recruiters are able to target talent who have been certified with proven expertise, without having to go through irrelevant resumes.

4. CONSULTING – E-TOURISM ASIA SOLUTIONSDIA offers consulting to travel and tourism organizations in the area of China Digital (via E-Tourism China), Social Media, CRM & Loyalty, Distribution and Revenue Management, Online Marketing, Website Development, and Influencer Marketing (Blogger Relations). DIA has sourced best of breed technology and digital solutions providers to drive capacity and innovation in Asia tourism.

E-Tourism Asia Boot CampPakse/Lao PDR, June 2011

@ Mekong Tourism Forum

5 E-Tourism Asia Boot Camps (2010-2012)5 Countries in the Asia Region (Bhutan, Thailand, Cambodia, Laos, Myanmar)

Supported by:MTCO (Mekong Tourism Coordinating Office) & PATA (Pacific Asia Travel Association)

E-Tourism Asia Boot Camp History

E-Tourism Asia Boot CampPhnom Penh/Cambodia, January 2010

Sponsored by SNV and MOT

E-Tourism Asia Boot CampPakse/Lao PDR, June 2011


E-Tourism Asia Boot CampBagan/Myanmar, November 2011

@ Tourism Leaders Symposium for Sustainable Tourism

E-Tourism Asia Boot CampParo/Bhutan, February 2012@ PATA Adventure Travel Summit

E-Tourism Asia Boot CampLao PDR, June 2011

E-Tourism Asia Boot CampChiang Rai/Thailand, June 2012


E-Tourism Asia Boot CampBangkok/Thailand, June 2013


THE DIGITAL CHINA PILLAR FOCUSES ON EDUCATING TRAVEL AND TOURISM PROFESSIONALS IN ASIA AND ABROAD HOW TO MARKET TO CHINESE CONSUMERS LEVERAGING DIGITAL AND SOCIAL MEDIA, IN 4 KEY INITATIVES:

3. E-Tourism China

1. CONTENT – E-TOURISMCHINA.COMSubscription-based online resource website to educate individuals and companies how to market to affluent and sophisticated Chinese consumers, leveraging digital, social, and mobile. E-Tourism China will publish the publications related to Digital and China.

2. EVENTS – E-TOURISM CHINA BOOT CAMPSE-Tourism China Boot Camps offer hands-on practical content how to market to affluent Chinese consumers leveraging digital, social media, and mobile. The content prepares to pass the Online Certificates related to the Digital China topics.

3. SOLUTIONS – E-TOURISM CHINA SOLUTIONSDIA has sourced best of breed technology and digital solutions providers to help market to the fastest growing and most important travel source market in the world.

4. CONSULTING – E-TOURISM CHINA ADVISORYDIA offers consulting to organizations in the area of China Digital Marketing, to prepare for a successful market entry into the Chinese market. E-Tourism China also offers speaking engagements, workshops, company seminars, and strategy sessions.

E-Tourism China Boot Camp Bangkok/Thailand, April & June 2013


BLOGGER MATCHUP

Blogger Match-Up

• Matching up top influential travel bloggers (digital influencers: microbloggers, hotel reviewers, podcasters, instagramers, etc.) from all over the world with travel and tourism organizations in Asia Pacific

• Create engaging content about travel stories from the Asia Pacific region

• Leverage the expertise of bloggers for digital capacity building in Asia Pacific

THE DIGITAL INFLUENCERS PILLAR FOCUSES ON MATCHING UP BLOGGERS WITH ORGANIZATIONS SERVING TOURISTS AND VISITORS IN ASIA WITH 4 KEY INITATIVES:

4. BLOGGER MATCHUP

1. DATABASE – BLOGGER MATCHUP CONNECTOnline database with relevant self-publishing digital influencers from all over the world, who are creating engaging content in words, photos, videos, and voice, leveraging social media channels and influencing consumers when it comes to travel and tourism purchase decisions. The service allows companies to search and connect with relevant bloggers by segment, interest, lifestyle focus, and location, as well as source market.

2. CONSULTING – BLOGGER MATCHUP INTERACTIVEBlogger Matchup offers services to help companies to source relevant bloggers, plan blogger familiarization trips, and execute blogger campaigns, as well as monitor ROI and ROE.

3. EVENTS – BLOGGER MATCHUP SPEED-DATINGBlogger Matchup events feature session to educate on how organizations and bloggers can collaborate and build valuable partnerships, as well as speed-dating sessions to match-up accredited bloggers with companies. Blogger Matchup events can be private-labeled by tourist boards, as well as as co-located with travel trade shows and conferences.

4. CONTENT – BLOGGER MATCHUP STORYTELLINGAn innovative service for organizations developing custom-created private-label travel guides with content from featured bloggers, participating in Blogger Matchup initiatives.

BloggerMatchup.com:Customized Search

• Search by location, language and nearly 40 niches

• Industry standard statistics for site evaluation

• Metrics for all social media platforms

• RSS subscribers and newsletter subscribers

• Outside evaluation included (Klout, PeerIndex, Kred)

DIA Blogger MatchupSpeed-Dating & Seminar

Bangkok/Thailand, June 2013

Chinese Key Opinion Leaders (KOLs)

DIA Blogger MatchupChinese Bloggers

Bangkok/Thailand, June 2013@ China Travel Marketing Boot Camp

Weibo name: Fantasy

Real name: Sun Yang

About him: Well-known travel writer in China, author, global traveller, head radio jockey for FM94 in Xiamen city, China. Large fan base.

Fans Posts Comments Re-tweets Exposure

241,543 4 35 271 8,000,000

Sample Chinese KOL

Blogger Storytelling Trip

Kanchanaburi/Thailand, June 2013@ Digital Innovation Asia

DIGITAL AID ASIA

THE TOURISM DEVELOPMENT PILLAR FOCUSES ON HOW TECHNOLOGY, DIGITAL, SOCIAL, AND MOBILE CAN BE A CATALYST AND ENABLER FOR SUSTAINABLE AND RESPONSIBLE TOURISM DEVELOPMENT, WITH 4 KEY INITATIVES:

5. DIGITAL AID ASIA

1. EVENTS – DIGITAL AID ASIA POW WOWSustainable Tourism Conference 2.0 with next generation responsible tourism experts, debating how technology, digital, social, and mobile can drive tourism development in emerging destinations from fragile environments to heritage sites.

2. COLLABORATION – DIGITAL AID ASIA PANELAdvisory board bringing together heads of CSR from travel companies, NGOs, tourist boards, technology companies, online travel start-ups, media, and bloggers, to create awareness how digital can be a catalyst to alleviate poverty and drive responsible tourism practices as an enabler from e-Visa access, community based online distribution, social media powered crisis management response systems, e-learning driven human resources development, mobile alerts combating child prostitution, crowd-funding and micro-financing.

3. DEVELOPMENT – DIGITAL AID ASIA CENTERSTraining schools to educate young individuals in emerging tourism destinations to build capacity in the area of digital marketing, technology development, and social media. The first Digital Aid Asia Center is planned to open in Siem Reap, Cambodia in 2014.

4. FUNDING – DIGITAL AID ASIA FOUNDATIONRaising capital for Digital Aid activities, from Digital Aid Asia Centers, incubation of online start-ups, and related Digital Aid Asia projects.

Digital Aid Asia Pow WowBangkok/Thailand, June 2013


SELECT DIGITAL INNOVATION ASIA PROJECTS

CREATING AWARENESS VIA SOCIAL MEDIA FOR RESPONSIBLE TOURISM

INNOVATIVE TECHNOLOGIES TO DRIVE TOURISM DEVELOPMENT

purposeful hotels

Promoting socially responsible hotels to socially conscious travellers by curating a selection of properties which we call “Purposeful Hotels”. These quality hotels are giving back to the community in an active way, and enable guests to get engaged, learn, and share.

PurposefulHotels.com will be a website aimed at people who want to make a difference and give back while traveling, and chose hotels they can trust.

Whether this is when they book their next trip away or experiencing first hand the life changing work that is being done at a grass root level in the local community.

DIA EVENTS & ADVISORY SERVICES

DIA THINK TANKDIA POW WOW

DIA BOOT CAMPDIA MATCH UP

DIA EVENTS

DIGITAL INNOVATION ASIA, BASED ON ITS FIVE-PILLAR FOCUS, HOSTS EVENTS IN DIFFERENT FORMATS TO STIMULATE LEARNING, COLLABORATION, INNOVATION, AND DEBATE:

DIA Events

1. MATCH UPSMatch Ups are all about total engagement, bringing together two parties in a unique speed-dating format to drive business and collaboration. > An example would be our Blogger Match Ups.

2. BOOT CAMPSBoot Camps are all about transferring knowledge, in a “rolling up your sleeves mindset”, participants gain hands-on practical training to apply directly to day to day business. > An example would be our E-Tourism Asia and E-Tourism China Boot Camps.

3. POW WOWSPow Wows are gatherings of like minded people that need a platform to debate specific topics to raise awareness.> An example would be our Digital Aid Pow Wows.

4. THINK TANKSThink Tanks are (un)conferences, and are by invite-only to DIA Council members and invited guests, where none of the usual rules apply. There are no keynote speeches or PowerPoint presentations; instead everyone who is invited is expected to take part.

5. AwardsAnnual awards featuring the most innovative and successful digital work in Asia Pacific travel and tourism, across the five DIA pillars.

ANNUAL AWARDS FEATURING THE MOST INNOVATIVE AND SUCCESSFUL DIGITAL WORK IN ASIA PACIFIC TRAVEL AND TOURISM, ACROSS THE FIVE DIA PILLARS.

MOST IMPACTFUL DIGITAL INNOVATION

DIGITAL INNOVATION AWARD

MOST ENGAGING DIGITAL PRESENCE

E-TOURISM ASIA AWARD

MOST CAPTIVATING DIGITAL STORY TELLING

BLOGGER MATCHUP AWARD

MOST SOCIALLY RESPONSIBLE DIGITAL INITIATIVE

DIGITAL AID ASIA AWARD

This award recognizes online travel ventures that have leveraged technology in innovative ways in order to develop tourism, enhance the travel experience, improve guest services, and drive consumer engagement.

This award recognizes the most viral campaign, most engaging website, most innovative mobile application, or most creative use of social media, promoting Asia Pacific as a tourism destination.

This award recognizes the most riveting digitally published storytelling piece, from blog post, video, photo, review, and audio, discovering new and exciting destinations in Asia Pacific.

This award recognizes the most impactful and creative campaign, venture, or initiative in promoting and stimulating responsible and sustainable tourism development, as well as social and community-based tourism practices, and engaging consumers in being more conscious travelers.

DIGITAL INOVATION ASIA AWARDS 2014

MOST RELEVANT CHINESE DIGITAL PRESENCE

E-TOURISM CHINA AWARD

This award recognizes the most relevant mandarin-language website, most creative use of Mainland China social media, or most impactful campaign, marketing to Chinese consumers.

DIGITAL STRATEGY CHINA DIGITAL STRATEGY

DIGITAL INFLUENCER WEB APPLICATION DEVELOPMENT

DIA ADVISORY

DIGITAL INNOVATION ASIA, BASED ON ITS FIVE-PILLAR FOCUS, PROVIDES CONSULTING AND ADVSIORY SERVICES, AS WELL AS SPEAKING ENGAGEMENTS AND SEMINAR FACILITATION, IN 4 KEY AREAS:

DIA Consulting Services

1. DIGITAL STRATEGY AND SOCIAL MEDIAAssisting organizations in digital marketing, social media, online distribution, revenue management, search engine marketing, online advertising, mobile, and CRM, as well as Bitcoin payment system. Having sourced and partnered with best-of-breed technology and digital marketing vendors ensures execution from strategy to project management.

2. CHINA DIGITAL AND MARKETING STRATEGYAssisting organizations with China market entry strategy, and digital marketing strategy, including figuring out the best distribution strategy in China and Chinese social media, from an internal seminar on the latest trends on China outbound travel to strategy formulation. Having partnered with leading firms including Dragon Trail Interactive and COTRI ensures execution from strategy to project management.

3. DIGITAL INFLUENCERS AND BLOGGER MARKETINGCreating blogger campaigns and blogger familiarization trips from identifying the most relevant digital influencers, concept creation, and execution, to monitoring success, leveraging the innovative Blogger Match-Up platform.

4. WEBSITE AND APPLICATION DEVELOPMENTDeveloping low-cost responsive and engaging web presence from website, blogs, mobile, social media pages (ie Facebook), and custom application development.

CONTACT: JENS THRAENHART–FOUNDER, DIGITAL INNOVATION ASIAE: [email protected] T: +66-8555.44234

FACEBOOK/LINKEDIN: THRAENHART – TWITTER: @JENSTHRAENHART

#DIAsiaTourism