Presentation at the Annual DMAI (Destination Marketing Association International) Annual Convention in July 2010 in Ft Lauderdale, Florida

1. JENS THRAENHART Get insights & trends: www.DragonTrail.com www.ChinaTravelTrends.com Twitter: @CnTravelTrends Join our Community: www.Community.ChinaTravelTrends.com Relationships with: Follow me: LinkedIn: Thraenhart Twitter: @JensThraenhart Facebook: JensThraenhart E-Mail: Jens@DragonTrail.com Gold Award Winner Product Innovation CHINA TRAVEL TRENDS . com

2. Atlantis The Palm, Dubai Dragon Trail China Digital Marketing June 3, 2010 JULY 23, 2010 FT. LAUDERDALE, FL DMAI ANNUAL CONVENTION

6. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM China has 21% of the global internet population – USA: 13% / Europe: 22% / Asia: 43% Total Global Internet Users: 1,8 Billion / Europe: 425 Mill. / North America: 260 Mill. / India: 82 Mill.

7. 420 Million Internet Users equals 30% penetration in China (USA has over 80 % penetration) ; 150 Mill new users in 2009; equals 330,000 new users per day or 14,000 per hour China Internet Facts D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

8. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM 40 Million people access the Internet only on their mobile phones (800 Million Mobile Subscribers in China) China Internet Facts

9. The Internet has become the most popular medium for Chinese travellers seeking information about their trips Source: Nielsen China Outbound Travel Monitor D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

10. Online Travel Research in China D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Source: Nielsen, 2009

11. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM The Internet is their most important information source for 84.3% of netizens 420 million Internet users in July 2010, representing 30% of the Chinese population Most engaged country online: 92 % contributed to social media 85% of Chinese online users approve Internet Censorship More bloggers in China than in Europe and USA combined Source: CNNIC; Trendspotting; Forester; iResearch CHINA INTERNET USERS HAVE GROWN BY 1500% SINCE 2000

12. Blogging: Asia leads 16-54 Active Internet Universe Estimates Source: Universal McCann Social Media Tracker D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Source: Universal McCann, 2009 % Write their own blog 60%+ 40% -60% 30%-40% <30%

14. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive

15. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive Adoption of Internet Behavior by Country

16. Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

17. Digital Influence Index, June 2010

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24. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM - C HINA- O UTBOUND.COM The first and only complete China solution for travel and tourism organizations A Consortium founded by COTRI & Dragon Trail, the publishers of ChinaTravelTrends.com Sales & Distribution Local Knowledge Marketing & Social Media Research & Insight Experience & Expertise Product Adaptation & Service Quality Win Chinese Tourists Solution

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30. Official Hotel Reservation & Travel Planning Website for EXPO 2010 in Shanghai Have a look at the difference in Chinese vs. Western Website Design (both designed by us)

32. CHINA SOCIAL MEDIA LANDSCAPE

33. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM It’s all about converting Influencers into Advocates

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36. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Platforms Understand Be useful Be live Videos: Youkou Images: Yupoo Micro-Blog: Sina Bookmark: Zhuaxia SNS: RenRen Social Space Networks Plan/iterate Measure Active listening Aggregation Outreach Moderation APIs Social Spaces Framework Principles Processes Widgets / tools Editorial Optimise assets M&S assets On-site UGC Connecting Research & Listen Curation Content

37. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Social Engagement

38. Blogger Relations: Influencer Marketing in Action D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

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41. That’s great, BUT..... D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

44. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Meet JingJing and Chacha.....

45. 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

47. Jesse Thomas & Brian Solis Conversation Prism http://tinyurl.com/bsprism D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM THE WESTERN SOCIAL MEDIA LANDSCAPE

48. THE CHINESE SOCIAL MEDIA LANDSCAPE D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

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50. Source: Chinese Social Technographics Revealed , 2009/01/23 Source: New 2008 Social Technographics data reveals rapid growth in adoption , 2008/10/20 CHINA SOCIAL MEDIA DOMINATES THE US: Chinese netizens are more engaged in creating/sharing content D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

51. Chinese Online Participation and Engagement is more vibrant than in the West Source: CIC Watch, 2008 D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

52. The Power of the Internet Community in China: Redefining the Brand/Consumer Relationship D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

53. 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

55. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive

56. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive

57. But, be careful…. … .the Water Cooler Army is out!

58. CHINA SOCIAL MEDIA PLATFORMS

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60. P1 | SNS for the Affluent Class D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

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67. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM TripTM: Pre-Travel, During-Travel & Post-Travel

68. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM TripTM: Pre-Travel, During-Travel & Post-Travel

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77. CHINA TRAVEL SOCIAL MEDIA CASE STUDIES

78. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM DESTINATIONS Switzerland Some cool things companies have done using Chinese social media:

80. - Wangshi, founder of Wanke Real Estate company. - Mountain Climber, and well known blogger in China. He has blogs in Sina. And Sohu. Look at the number of the readers. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

81. Look at the clicks of a single post. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

82. AIR LINES Lufthansa D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Some cool things companies have done using Chinese social media:

83. Lufthansa Airline European Study Abroad Group [32,654 members]

86. 13 Lufthansa individual destination account pages [total: 45,332 visitors, 8,903 friends]

87. DESTINATIONS New Zealand D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Some cool things companies have done using Chinese social media:

88. NewZealand.com - Homepage Trip Planner Partner Product Placement Partner Product Placement Trip Planner D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

89. NewZealand.com - Homepage Design Your Own Trip User Feedback User Blogs User Video D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

97. Chinese Video Sharing Website Tudou.com

100. DRAGON TRAIL CHINA MARKETING SERVICES

101. Dragon Trail Model Founded by international leading experts in social media, e-tourism and travel technology D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM NETWORK E-MARKETING CONTENT STRATEGY TECHNOLOGY SOCIAL MEDIA

103. 1. Insight: Social Voices Extracting brand sentiments from millions of consumer reviews across the Internet in China. We then turn that knowledge into action, shaping campaigns to increase awareness, revenues, and data capture. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

104. Design Your Own Trip User Feedback User Blogs User Video D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM 2. Relevant Chinese Website Presence Development

105. 3. Chinese Social Engagement Automation 1. Online Trip Planning Application If travelers book your travel related product online, you have a great opportunity to engage them in pre-trip planning and post-trip sharing with a white label solution backed by advanced technologies and services. 2. Social Engagement Tools Besides maintaining your existing Chinese websites, we can develop custom social networks and communities, forums and blogs, online games, as well as widgets that encourages your consumers to engage with your content, and create a viral loop that spreads around and creates buzz. These tools are designed to achieve certain objectives, such as capturing data, increasing awareness, or referring leads and booking travel. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

106. 4. Chinese Digital Marketing Campaigns Holistic Campaign Execution Complete digital campaign execution from planning to measurement, understanding the target market based on goals and budget, and focused on achieving the highest possible ROI (Return on Investment) and ROE (Return on Engagement). D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

107. 5. Grass-roots Local Social Media Marketing Social Media Marketing If on our network of partner websites and blogs, or via platforms such as micro-blogging (i.e. Twitter), or writing on our own lifestyle cluster websites, blogs, and wikis, we ensure that your message gets out to the targeted audience, the “old-fashioned way”, by crafting customized messages and posting them manually. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

108. 6. Influencer Marketing Influencer Marketing via Blogger Relations Leveraging extensive relationships with the Chinese celebrity blogging community, we organize highly targeted and specific Blogger Fam Trip Tours of Chinese bloggers to destinations globally, in order to tap into networks of influencers to increase brand awareness. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

109. 7. Online Advertising Chinese Online Travel Advertising Leveraging our relationships to allow travel companies to place media on Chinese portals, travel and lifestyle websites, social networks, and blogs. Search Engine Marketing Bidding on relevant and competitive keywords on Chinese search engines, such as Baidu, Yahoo and Google China, are important to get traffic to the various websites and online campaigns. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

110. 8. Affiliate Marketing Providing incentives for websites and bloggers to feature sponsored content and write stories about the brand’s products and services, are vital to get the word out and build strong relationships. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

111. 9. Mobile Marketing We create mobile websites and applications specifically designed for a Chinese mobile foot print. Typical mobile websites contain 15-20 pages including animated photo galleries, one click direct dial to the travel suppliers and links to popular social media sites. Additionally, special coding to automatically detects and redirect visitors using Apple iPhones, Nokia, Android, and Blackberry devices, or other mobile platforms. To display the most appropriate website rendering, all seamlessly to the user. A customized Mobile Content Management System (M-CMS) enabling clients to easily modify their mobile website in real time. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

112. 10. EXPO 2010 Marketing We provide an innovative way for countries, tourism organizations, and brands to get online exposure during the EXPO to either get their message out, or promote certain events during the EXPO period. Dragon Trail is managing the official EXPO 2010 hotel reservation website on behalf of the of the official hotel reservation provider for EXPO 2010. In addition, Dragon Trail has set up linked profiles on the major and minor Chinese social networks, blogs, micro-blogs, and web portals in order to disseminate content and drive traffic to specific branded EXPO web and mobile sites. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

114. The Chinese Outbound Tourists will continue to travel all over the world, are you ready for them? D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

116. Presentation: http://www.slideshare.net/thraenhart/

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119. 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