Internet in China has entered the social media era, and Weibo is among the most influential social media site used in the country. ___ About SoMeT = A new model for destination marketing. SoMeT is a program that gathers the top destination marketers from around the globe. SoMeT conferences take place three times a year in Europe, Australia, and United States. Follow SoMeT on Twitter: https://twitter.com/SoMeTourism Like SoMeT on Facebook: https://www.facebook.com/SoMeTourism Learn about where the next SoMeT global conference is taking place http://www.sometourism.com/

1. Chinese Social Tourism Marketing In the Age of Mobile Internet
WITNESS MIRICALS

2. The Internet in China Has Entered a Social Media EraPART I
The Chinese Social media industry is under rapid development in recent years,
which has changed the way people communicate. Customer behaviors, such as
the way of searching information, communicating with brands, purchasing and
interacting with other customers are also under dramatic changes.

3. The Internet in China has Entered a Social Media Era
After web portal and search engine era, today’s Chinese internet era is the era of social media
618,000,000
Internet Users Internet penetration rate in China has reached 45%
562,380,000
Social media users in China 91% of Chinese Internet users has a social media account
625,000,000
The number of active social media account in China Social media penetration rate in China has reached 46%
Source:
CNNIC
&
wearesocia
Trend

4. Chinese Social Media is Mobilising
Mobile Internet has become the main driving force Internet Development in China
540,000,000
China has more than 540 million mobile internet users Occupy 43% of the Chinese population
Source:
CNNIC,
The
33rd
Chinese
Internet
Development
Repor
71% of Weibo users log in with mobile internet
1 h 45 mins
The average time of using mobile internet devices
20.3% of travelers who book their trip online using mobile internet
144,400,000
China has more than 140 million mobile phone internet buyers
Trend

5. Social sharing influences purchasing decision
Chinese internet users trust product information and recommendation shared on social media
Trend
Follow
Chinese social media users follow
brands in average.
Like Influence
Nearly half of Chinese social media
users would favorite products shared by
their friends
Chinese social media users like to follow
business accounts
38% of Chinese netizens state
recommendations on social media can
influence their purchasing decision
8
Source:
Go-­‐Glob

6. SO
An increasing number of tourism organizations in China begin to pay attention to social media.
They want use social media to communicate and interact with their customers in order to
increase sales, brand equity and customer satisfaction.
Weibo has become the main social channel for many domestic and international
tourism organizations in China, because…

7. Tourism Organizations’ Weibo Social Marketing EraPART II
Weibo is leading the social media trend in China. By the end of 2013, Weibo has
more than 500 million users. Sina Weibo is no longer a social media platform for
individual users to obtain information and interact with friends, it has become a
successful marketing platform for business users with unlimited opportunities.

8. Weibo
THE MOST INFLUENCIAL SOCIAL MEDIA IN CHINA

9. Weibo Users Come From 190+ Countries and Regions
More than 144 million
monthly active users
More than 536 million
Weibo users
Formally established
in the 3rd quarter of
2009
Mobile app
released in the 1st
quarter of 2010
Open API released in
the 3rd quarter of 2010
Commercializing
since the 2nd quarter
of 2012
Releasing news feed
ads since the 2nd
quarter of 2013
Beginning strategic
alliance with Alibaba in
the 2nd quarter of 2013

10. Numbers know it all
Government and public servant accounts
Weibo, the most interactive public servicing channel
Verified personal accounts
Weibo, the platform has most Chinese professionals
100,000
700,000
400,000
Verified business accounts
Weibo, the only platform in China with visible figures and optimized
campaign effectiveness
144million
66million
Monthly actively users
Daily actively users

11. Chinese people’s
Weibo has already been integrated
into people’s everyday life in China…
Life Social
Information Service
Consumption ……

12. Weibo, the social media with the highest communication value in China
MH370Went missing for 130+ days
We are still
missing you
Focus on MH370
15 million Weibo posts contain “Missing MH370” keyword
More than 100 media have published news on Weibo about MH370
8.53 million Weibo posts contain #MissingMH370# topic hashtagOpinions, News Announcing Platform
Professional, Authorized Media Platform
Instant, Informative Broadcasting Platform
@CCTVNEWS @People’sDaily @MH370ChineseGovernmentInvestigatingTeam @MH370PassengerFamilyCouncil …
In China, Weibo has become the most important and major communication channel
during this incident.
Social media in China begin to show its new responsibility and irreplaceable nature.

13. @ Weibo provides ONE-STOP experience to satisfy travelers’ needs.
Travel and Weibo are becoming more and more inseparable. While travelling, sharing experience with friends and families on Weibo has
become an important part of people’s travel experience.
Source：2012
Weibo
Tourism
White
Paper

14. Australia, One of the MOST POPULAR TOPICS among Travel Users on Weibo
3,430,000 posts
with #Australia#
1,650,000 photos
about Australia
20,817 Key Opinion Leaders
have talked about Australia
Australia becomes a
hot topic on Weibo
Australia’s popularity is increasing
by more travel pictures users are
uploading daily to Weibo
Key Opinion leaders’ advocate
has strong influence on their
huge follower base

15. 2.1Millionposts
are
published
in
Australia
monthly
1.2Millionposts
are
published
by
travel
users
about
Australia
monthly
19.2Million
Weibo
users
like
Sydney
the
most
Simply
because
the
Opera
House
7.5 MillionWeibo users want to buy Australia
made milk powder
Because
Australia’s
outstanding
nature
environment
Sina
Weibo
is
becoming
one
of
the
major
global
social
media.
In
Australia,
numerous
users
are
using
Weibo
to
share
their
lives
with
the
world.
With
the
globalizaKon
of
Weibo
and
the
Kghtening
relaKonship
with
tourism,
more
and
more
people
who
have
traveled
or
are
traveling
in
Australia
choose
Weibo
to
share
their
experiences.
Weibo,
the
major
pla9orm
where
people
who
have
travelled
to
Australia
share
their
experiences

16. the Showground and Battlefield of Social Tourism Marketing@ Weibo
Weibo has more than 10,000 verified tourism organizations
50%
32%
11% 7%
Hotels & Airlines Travel agencies Tourism Bureaus Destinations
Source：2013
Sina
Travel
Weibo
T
White
Paper

17. The Rapid Development of China’s Online Travel Market and OTA Market
1313.9
1708.6
2204.6
2800.7
3400.3
4000.6
4650.1
2011 2012 2013 2014e 2015e 2016e 2017e
2011-2017 Transaction of China’s online travel booking market
(in 100million RMB)
Online airfare, accommodation and tour booking services have
boosted online travel market.
2011-2017 Transaction of OTA Market in China (in 100million RMB)
Stimulated by the travel needs in China, the transaction of
online travel OTA market is growing fast.
78.6
93.2
117.6
145.3
180.1
223.9
279.2
2011 2012 2013 2014e 2015e 2016e 2017e
Source:
iResearch,
2013
China
Internet
Economy
Major
Data
Release:
E-­‐commerce

18. Weibo, the BIGGEST MOBILE SOCIAL TOURISM MARKETING PLATFORM in China
Followers：6,570,000
Posts：18,603
Attracting numerous OTA tourism organizations
in order to enhance Weibo’s mobile platform market
Followers：3,040,000
Followers：3,400,000
Followers：3,030,000
Posts：14,496
Posts：15,081
Posts：29,762 Source：2013
Sina
Travel
Weibo
T
White
Paper

19. What is the best way for tourism organizations
to conduct social marketing on Weibo?PART III
With the huge influencing power of Weibo, an increasing number of tourism
organizations are seeking new ways of interactions and relationship building with their
customers, in order to conduct marketing practice for destinations and travel products.

20. Service
Values
Communica?on
Values
The new position of tourism
organizations on Weibo
We
have
upgraded
our
Weibo
products
and
services,
in
order
to
beAer
serve
tourism
industry
with
its
communica?on,
marke?ng
and
service
needs,
make
online
to
offline
and
offline
to
online
social
marke?ng
achievable
for
everyone,
and
help
tourism
organiza?ons
to
accumulate
more
social
assets
on
Weibo.
Trading
Values

21. CASE
#TravelCanada#
Outstanding social tourism marketing
with interesting contents

22. Case Travel Canada Canada
Tourism’s
Weibo
social
markeKng
case
Step 1. Upgrade Official Weibo adding activity elements and increasing participation
Video
increases
recogni?on
Prizes
mo?vate
par?cipa?ons
Simplified
par?cipa?on
process
Auto
Weibo
Dissemina?ons
The
Ac?vity
Entrance

23. Case
Step 2. Using
Sina’s
EFFECTIVE
DISSEMINATION
RECOURSES
reaches
all
users
and
encourage
more
people
to
parKcipate
Hot
Topic
Ranking:
leading
the
topic
trend
Celebri?es
Official
accounts
Canada
Tourism
KOL
Dissemina?on:
rapid
expansion Weibo
Events:
high
interacKon
rate
leads
to
high
brand
equity
Media
exposure
Inbox
Messages
Source:
Weibo
Backstage
Data
Analysis
2014,7
Par?cipa?on
leads
to
organic
dissemina?ons
FansTop:
top
announcement
Travel Canada Canada
Tourism’s
Weibo
social
markeKng
case

24. Travel
Canada
Performance
“Travel
Canada”AcKvity
Weibo
disseminaKon
diagram
Topic
Effec?veness:
Covered
more
than
64
million
users,
More
than
100,000
users
parKcipated
in
topic
discussion.
KOL
Endorsement
Performance:
94
verified
KOLs
parKcipated
30,000
users
interacted
with
KOLs
FansTop
Performance:
250,000
impressions
Led
to
organic
dissminaKons
that
covered
over
2.7
million
people.

25. Upgraded Official Account Demo-Mobile Upgraded Official Account Demo-PC
SERVICE SERVICE
Background
picture
Information
(e.g. Weather, opening
hours and ticket price)
Hot Topics
Popular Activities
Official News
Travel tips
Tickets
Recommended
Destinations
Picture Wall
Partners Weibo
Introduction
Hotlines
Partners Website
Background
picture
Popular Activities
Recommended
Destinations
Hot Topics
Partners Weibo
Introduction
Tickets
Official News
Travel tips
Picture Wall
Partners
Website
Hotlines

26. SERVICE
Upgraded Official Account Demo-Mobile
Background
picture
Information
(e.g. Weather, opening
hours and ticket price)
Hot Topics
Popular Activities
Official News
Travel tips
Tickets
Recommended
Destinations
Picture Wall
Partners Weibo
Introduction
Hotlines
Upgraded Tourism Organization Official Weibo Page Demo

27. SERVICE
Partners Website
Background
picture
Popular Activities
Recommended
Destinations
Hot Topics
Partners Weibo
Introduction
Tickets
Official News
Travel tips
Picture Wall
Partners
Website
Hotlines
Upgraded Official Account Demo-PC
Upgraded Tourism Organization Official Weibo Page Demo

28. 01
Auto Keyword Reply:
Engaging Format: support text, pictures, locations, audio message
and so on
Subscrip?on
Service
Broadcast
Service
ü Inbox group message: subscribed users' monthly newsletter
ü Follower segmentation: segment subscribed users in order to
provide more customized services
Navigation Bar: introduce more services to users
Click on Korea Travel To see more categories
Keyword Reply: Inbox Group Message: Navigation Bar Self Services
@奋斗Korea Case
Weibo Fans Service Platform
The Key Guarantees of the Success of Social Tourism Marketing on Weibo

29. Weibo Analysis Platform
Single
Weibo
Analysis
Fans
Analysis Mul?-­‐dimension
analysis
The Key Guarantees of the Success of Social Tourism Marketing on Weibo

30. Photographers
Foodies
Road
Trip
【The
Structure
of
The
Experience
Team】
【Photographers 】
【Foodies】
【Road Trip Bloggers】
#江西⻛风景独好#碛口古镇位
于城南50公里处，是中国历
史文化名镇，镇内的西湾村
是首批中国历史文化名村。
建筑格局具有浓郁的江西⻛风
格。镇里的生活安祥而 静，
这里的每个深宅大院，都有
着一段属于自己的故事与过
往，那些曾经的辉煌，在岁
月的红尘中，渐渐地消褪了。
50,000 CelebriKes
from
different
industries
Travel
related
KOLs
2,700,000
Matching
different
social
tourism
marke?ng
needs
@江西⻛风景独好Case
The Key Guarantees of the Success of Social Tourism Marketing on Weibo
Weibo’s
integrated
markeKng
KOL
resources

31. PC Mobile
Weibo Event Platform
Event Form:
①IncenKve
repost
②Discount
voucher
distribuKon
③Free
trial
……
Event
Placorm
Backstage
The Key Guarantees of the Success of Social Tourism Marketing on Weibo

32. Social E-Commerce
Ac?vity
Announcement
Top Banner
6.15-6.16 6.16
Brand, topic
recommendations
FansTop
Brand, topic
recommendations
KOLs
6.16 6.16（Sold out）-6.17
Prerelease
Reminder Sales Start
T-Mall Sales Event
Promotion
Promotional
Methods
Encourage people to use
T code at T-Mall
Sales Start“Buy T code with 1 cent”
Prerelease announcement
Prerelease
Product Link
@T-Mall Case
Selling
T
code
on
Weibo,
moKvaKng
people
purchase
on
T-­‐Mall
By
using
topic
recommenda?ons,
news
feed
ads,
inbox
message
annoucment,
this
event
covered
more
than
22
million
users
within
2
days
The Key Guarantees of the Success of Social Tourism Marketing on Weibo

33. @T-Mall Case
Product Card Displayed in
Weibo
Sold out within 20mins
Transection Page T code in use
Performance：
20mins，
10,000 T codes are gone!
Source：T-­‐Mall
Official
Data
Release
Benefiting from the
sales of T code, a new
sales record are made
on T-Mall
The Key Guarantees of the Success of Social Tourism Marketing on Weibo
Social E-Commerce

34. 23.77million users
253,855,030 interactions
268 Business partners
99 Destinations
2013 #Travel With Weibo#
Honestly, we did this last year , the result was not bad…
Weibo Integrated Themed Marketing Events
The Key Guarantees of the Success of Social Tourism Marketing on Weibo

35. Accurate Rich
Resources Direct
2014#TravelwithWeibo#
Weibo
+
TaoBao.com
Giving
away
10million
RMB
cash
To
encourage
more
sharing
2014
#TravelwithWeibo#
and
Social
e-­‐commerce

36. In Conclusion
In this new era of social media and internet, travel users’ consumption decisions are heavily influenced by social media.
Weibo has become a showground/battlefield for the tourism industry. An increasing number of tourism organizations are
paying more and more attentions to and expanding their usage of Weibo as a social marketing platform. We want to invite
you to join us in this era of social media, and together we can create the future of social marketing !

37. Thank YouJoin
Weibo,
embrace
the
future
of
social
tourism
Max Yáng, Project Manager,@景栋
2014.7