Dragon Trail China Digital Marketing and Social Media Case Study
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Presentation at the China Travel Distribution Summit 2010, in Beijing. Case Study about the China Social Media Campaign, executed by Dragon Trail
![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](https://image.slidesharecdn.com/dragontrailchinainternetsept2010-traveldaily2-100929034445-phpapp02/85/Dragon-Trail-China-Digital-Marketing-and-Social-Media-Case-Study-26-320.jpg)
Dragon Trail China Digital Marketing and Social Media 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 ¨C 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. GOAL: Increase Brand Awareness & Generate Demand 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 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 ¨C CUSTOMER RELATIONSHIPS SALES
- 5. Strategic Focus & KPIs: Brand Awareness Relationships 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
- 6. DRAGON TRAIL CHINA CASE STUDIES
- 7. Banff National Park Chinese Web Site and Social Media marketing Case Study
- 8. 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 D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM
- 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 @ @yeah.net @sonyericsson.com @pg.com @126.com @vip. @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 @.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