TripShow.com - New Chinese Travel Website

What is Tripshow.com

As China's newest travel website, Tripshow.com serves the new and socially engaged Chinese tourists. With Tripshow.com, travel brands have the ability to engage visually with Chinese travelers to build brand awareness, while travelers can engage with brands to get inspired about des=na=ons and experiences and plan their trips.

CHANGING CHINA

TRAVEL TRENDS…

The new and sophisticated

Chinese Tourists want to get inspired by

destinations, and share their

experiences via social media.

Source: Digital Influence Index 2010 – Fleichman Hillard & Harris InteracCve

Sina Weibo:

Most acCve social media plaGorm in China (2nd globally aKer Facebook). 27 million (9%) of the 320 million users checking in every day, and more than 100 million posts

every 24 hours. (Sept. 2012)

Tripshow.com helps brands aggregate inspiring images captured by Chinese travelers on social media (Sina Weio) to visually market a brand, and identify their most valuable fans. It is a visual marketing platform and social media application for travel organizations looking to market to Chinese consumers. It helps them to automatically aggregate beautiful and relevant pictures from various social media platforms, organize by theme or itinerary, and display with rich media to inspire travelers. It is also a perfect platform for organizations to identify their most active followers, manage social CRM and run digital campaigns.

Imagine… a Chinese consumer

visits your hotel or destination, takes a

photo, and posts it on his or her Chinese

social media profile to share the experience.

Unfortunately you would never know!

Lost Opportunity!

TripShow.com

aggregates the visual content posted by

travelers on Weibo.com to inspire

future Chinese travelers.

China Travel Social Media PlaGorm: Tripshow.com

•  Inspirational Trip Planning Tool

•  Engagement & Communication Platform

• Online Campaigns & Contests

•  Social CRM & Consumer Insights

•  Call to action integration

•  SinaWeibo Visual Marketing Application

•  Compatible with PC, Mac & Mobile Devices

•  Social & Inspirational

•  Viral marketing platform

Weibo Users

Des=na=on Profile

Des=na=on Web Site

User Pictures

Aggregated Pictures (from users & professionals)

Content Management (Albums & I=neraries)

User Engagement

Tripshow – Showcases the Photos and Videos •  Integrates social Media content into one place •  Showcases des=na=on’s photos, user’s comment , i=neraries •  Showcases user’s preference and informa=on

Businesses – Collect Content & Use for MarkeCng AcCviCes •  Create a company album •  Customize the display of photos and content which is automa=cally generated by the users •  Par=cipate in the user’s conversa=on and hos=ng reward campaigns to the content contributors

Sina Weibo Users – Share, contribute content •  Seeking about the trip •  Sharing travel experience through weibo and other media with thousands of travel lovers •  Making comments about other’s trip •  Winning rewards from the company CommunicaCng and Engaging,

building long term relaConships

TRIPSHOW FOR TRAVEL & TOURISM BUSINESSES

BENEFITS

Tripshow.com for Travel Businesses Social Media content CuraCon •  A plaQorm that aggregate pictures, content and feedback from various social

media websites and organizes them by themes or i=neraries to inspire travelers

Social CRM CombinaCon •  Brand’s fans are mo=vated to contribute content. On the other side,

companies can manage the rela=onship with the current/poten=al customers via conversa=on and campaigns

Engagement & CommunicaCon plaGorm •  Communicate with followers, recognize fans with the most contribu=ons with

badges and incen=ves, and engage with past guests and visitors

Note: TripShow.com is only in Chinese language – English translation for illustration purposes by Google Translate.

Brands can develop albums based on business line, interest, and partners.

Photos or videos will give more information and can link to a call-to-action.


•  Brands can create a call-to-action by creating itineraries, promotions, packages, and offers

•  Integration of booking and trip planning

•  Integration of itineraries or packages – build by companies, and contributed by consumers


Chinese consumers can “wear” brands badges, while organizations can give out premium badges for consumers to show their brand affiliation. It is a great way for companies to connect with Chinese consumers, run campaigns, and engage in Social CRM. Companies can connect and rank active consumers by various attributes.

Social CRM: Ranking of Fans based on Activity, Influence, and Interest.

Powerful TesCmonial to influence consumer decision making

User’s posi=ve feedback is a big asset for the company, providing another perspec=ve of informa=on to the company.

“Going through mountains and mountains… That’s the fun part of cycling”

“Can I keep cycling?”

“As for the cycling lovers, steep mountains and liYle tracks is the adventure playground. In Banff, you won't experience a lack of this ac=vity. There’s not only exci=ng tracks but also the breathtaking scenery @ Tripshow “

Number of photos uploaded

Number of photos the user has uploaded to your company

User’s I=neraries

Past Posts Places Wish List Visited Places

Insight: Data shows the preference of the user

Engage directly with users who have been to your desCnaCon or have a real urge to go

•  Provides a plaQorm for the company to par=cipate and influence the conversa=on

•  Special campaign can be launched to reward fans and ac=ve content producers

•  Create loyal and long term rela=onships Understand the preferences of users to be_er target your market •  Social media repor=ng – see who your fans are and what they are

interested in (i.e. spa, restaurant, ac=vi=es, etc.) •  Find out who is spreading the posts and who is the customer with the

most profitable poten=al •  Track the loyal fans across a =meline

TRIPSHOW FOR CHINESE CONSUMERS

BENEFITS

•  Acts as Travel Social Network for consumers •  Organizes photos posted on social media in albums •  Personal Homepage to connect with friends, and share photos •  Store trip plans and itineraries •  Show off badges collected from brands (similar to Foursquare badge)

Tripshow.com has beauCful photos I can get inspired by beauCful photos that other users have taken

Food Local scene Hidden scene

Tripshow.com helps with trip planning

Mei’s 18 days in Canada

Details explana=on about the places Mei went in Canada

I can plan my trip by checking photos and i=neraries of other travelers

Tripshow.com connects to various social media During my trip, I can upload my pictures to tripshow.com by using my Sina Weibo account

Funny pose but must have an awesome view! I would buy shares if I wanted to go downwards

MrWan’sBungy jump, Canada

I can’t lie, I would get a heart aYack if I jump

Tripshow.com showcases pictures I can show my trip to people who are also interested in the same des=na=on

Tripshow.com has contests I can collect badges and get special offers from different travel companies

Become a Canada tourism VIP and enjoying the privileges

Sina Weibo Profile

TripShow Contest

Fans on TripShow

Banyan Tree Shanghai Opening Campaign

Preliminary Result: 150,000 Fans in 10 days

TripShow.com Gold Level Offers the ability to develop a separate branded site powered by the open TripShow API, as well as a fully customized brand page on Tripshow.com with custom URL, which can function as a Chinese website alternative.

The Shangri-‐La example on the leK is not a TripShow API site, and serves for illustraCon purposes only.

TRIPSHOW STEP BY STEP DEMO

Tripshow.com Homepage

User Login

On Tripshow.com, users click on the Weibo buYon

And enter their Weibo account informa=on to access their own Tripshow.com account

(similar to Facebook Connect)

User Homepage

From his homepage, the user can access:

-‐ His Photos

-‐ His Photo Albums

-‐ His I=neraries

-‐ What he has posted

-‐ Updates

User InteracCons

Users have the op=on to add content on Tripshow.com (via Sina Weibo)

Post @tripshow

Post Photos

Organize Photos in Albums

Create own I=neraries

Day 1

Day 2

Brand Pages

Users can access Brands pages from Tripshow.com homepage

Brand Homepage

Brand’s sta=s=cs

Naviga=on through the brand’s page

Fans recently rewarded

Brand’s Photo Albums

NavigaCon Through Brand’s Page

With great ease, users can access the brand’s: -‐  Photos -‐  Albums -‐  I=neraries -‐  Ac=ve Users

Brand’s Photos

Users can comment and like photos

Brand’s Most AcCve Fans

Showcase of the most ac=ve and most rewarded fans of the brand

TRIPSHOW TRAFFIC GENERATION

TRIPSHOW.COM TRAFFIC GENERATION

Search & Digital MarkeCng

Sina Weibo Profiles

Social Media MarkeCng

TripShow Clients

Li_le markeCng spend required to drive traffic due to Weibo integraCon

THE BEAUTY OF TRIPSHOW: Big Demand

Li_le MarkeCng Spend Great Revenue PotenCal

TRIPSHOW PRICING

Plan 1—Bronze RMB 5,000/year Aggregate content (photos with text) from client’s social media profile onto Tripshow automa=cally. Aggregate relevant content contributed by social media users. Brand presence on Tripshow Plan 2—Silver RMB 50,000/year Bronze benefits, plus: Organize photos into different categories based on themes, des=na=ons, etc Aggregate i=neraries and display them inspira=onally on Tripshow Engage users with incen=ves and increase loyalty Manage basic social CRM with tools of tag and badge 3 custom made brand badge Personalized URL Plan 3—Gold RMB 200,000/year Silver benefits, plus: Run mini-‐site campaign Enhanced social CRM Mul=ple custom made badges Personalized brand page Personalized URL Open API Data and stats analysis Repor=ng

Management on Tripshow.com is not included in the packages below, but is included in Dragon Trail’s Social Media Management Packages, or can be added by subscribing to Weibo Management at RMB 15,000/month. Companies being on Tripshow are required to have a Sina Weibo profile. Dragon Trail is happy to assist in semng up an account, and complete the necessary procedures. PLEASE CONTACT US FOR OUR SPECIAL LAUNCH OFFER FOR QUALIFIED ORGANIZATIONS

Tripshow Campaigns: -‐  Star=ng at RMB 100,000

(based on scope)

END-‐TO-‐END CHINA SOCIAL MEDIA SOLUTION

The Only End-‐to-‐End 100% Travel-‐Focused China Digital & Social Media SoluCon:

Select Digital MarkeCng Clients

Advanced Technology SoluCons

•  Chinatravelbuzz.com

•  Tripshow.com •  Social Media Applica=ons

Localized Web Presence

•  Chinese web site Development •  SEO/SEM

•  Email Marke=ng

Social Media Management

•  Social media program

management •  Social media campaign

development & execu=on

Integrated Digital Campaigns

•  Media Management

•  Campaign Management •  Media Ac=vity

Dragon Trail InteracCve

Overview –  Content is re-‐wriYen; no straight transla=on (adding of important content areas not part of the English website, i.e. Chinese Restaurants, etc.)

–  Website is designed for Chinese consumers

–  Chinese website has more relevant branding

–  Chinese site is hosted in China –  Content is op=mized for Chinese Search Engines

–  Incorporates travel suppliers

Chinese Website 2.0 -‐ True LocalizaCon

Chinese Social Apps -‐ True Engagement

Weibo Rewards Weibo Loyalty Weibo Pages Weibo Concierge Weibo Booking

With Facebook and TwiYer blocked in China, Sina Weibo is the most engaging and ac=ve social media plaQorm in China. While many companies have developed social apps on Facebook, Dragon Trail Interac=ve is the first company that offers a suite of social apps exclusively developed for the travel and tourism industry on Weibo.com.

1.   Weibo Pages

Overview •  Showcase products, services and partners •  HTML FIVE, and mobile friendly design •  Pre-‐built templates for various travel organiza=ons –

including des=na=ons, hotels, tour operators, etc.

Client Benefits •  Enhance brand presence on Weibo with customized

content modules and call to ac=on •  Content modules includes banner, video, weibo feeds,

followers, etc. ; call to ac=on includes re-‐tweet, sharing, follow, etc.

2.   Weibo Concierge

Overview •  Extend travel concierge service to weibo plaQorm. •  Enable travel organiza=ons to provide trip care. •  Push message to users based on loca=on, travel

plan, preference, etc. Client Benefits •  Service quality monitoring •  Analy=cs of service performance, traffic, amount

of work, etc. •  Analy=cs of fans demographics, social data, etc. •  Provide customers with high service levels,

preferen=al rates

3.   Weibo Loyalty

Overview •  Showcase details of the loyalty program and benefits for members. •  Incen=ves can be built into the APP, choose to top-‐up (or reduce) the loyalty

points count for any par=cular corporate agent at any =me. •  Easy to sign in and users can share the informa=on aqer each booking

Client Benefits •  Member data collec=on, including email address and social data such as social

influence, followers, etc. •  Drive membership development •  Provide customers with high service levels, preferen=al rates

4.   Weibo Rewards

Overview •  Set your own incen=ve-‐based campaigns to promote the brand

–  Customized rewards (member cards, free-‐night vouchers, etc. ) –  Decide how many loyalty points are needed to redeem rewards

•  Monitor campaign performance and track results. •  Customized call to ac=on, including sign-‐up, survey, re-‐tweet, etc. •  Fraud detec=on and preven=on.

Client Benefits •  Offer higher service levels, reward loyalty •  Build repeat business

5.   Weibo Booking

Overview •  Showcase products and services (digital shop) with customize design •  Photo galleries of the property and promo=on •  Automa=c Promo Codes so your Fans can get special prices •  Private and secure; with mul=currency and mul=lingual capability

Client Benefits •  Bring convenience and interac=ve customer support of the booking process to

Weibo users •  Boost revenue: Turn the purchase inten=on into sales at the moment when users are

inspired in Weibo •  Social CRM: Increase engagement with users before and aqer travel •  Analysis of fans demographics, social data, etc

Brands can now increase engagement on Sina Weibo (the most active social media platform in China, and the second most engaged social network in the world just behind Facebook) by developing Social Apps on Weibo.com. Dragon Trail was the first agency that developed social apps for travel companies.

Left is an example from Begium-Flanders Tourist Office (weibo.com/visitflanders) with 26,000 fans. Below is the Sina Weibo profile of the Canadian Tourism Commission (weibo.com/canadatravel) with 170,000 fans. (September 27, 2012).

Belgium-Flanders Tourist Office (above) does not have a social app (similar to a page on Facebook). Canadian Tourism Commission (right) has a social app and, which is pretty much like a mini-site on Weibo.com. Canada has the opportunity to run campaigns, promote itineraries, collaborate with partners and industry stakeholders, and integrate loyalty and booking. Weibo Apps are the perfect compliment to TripShow.com to execute a powerful China social media strategy for travel brands.

Weibo Apps

hYp://weibo.com/canadatravel

Social Media 2.0 – Profile → Campaigns

Drive •  Brand awareness •  Call to Ac=on

Constant Engagement

•  Encourage travelers to contribute •  And learn more

Drive Traffic •  To Chinese website from mul=ple media channels

Generate Loyalty

•  Convert regular travelers to loyal fans

CRM •  Capture valuable traveler data

Weibo Campaign Landing Page

hYp://e.weibo.com/canadatravel?type=0

Canadian Tourism Comm. Case Study

Weibo Pages

ApplicaCon

hYp://e.weibo.com/1807497741/app_2194718133


Campaign MicroSite

hYp://cn-‐keepexploring.canada.travel/campaign/medal


(Top & Bo_om) Links to Corporate Website to Drive Traffic


Virtual Game

-‐ Contest


Keep Exploring

Site

hYp://cn-‐keepexploring.canada.travel


Tripshow.com Visual, Social Media MarkeCng ApplicaCon → China’s Pinterest for travel:

–  Leverage inspiring images via social media to market brand, and iden=fy most valuable fans.

–  Fresh Web Content -‐ automa=cally aggregate beau=ful and relevant pictures from various social media plaQorms

–  Engage /Educate Fans -‐ organize photos by theme, i=neraries, and display with rich media to inspire

–  Campaign PlaGorm -‐ Iden=fy most ac=ve followers, manage social CRM and run digital campaign.

China Social Management PlaGorm: Chinatravelbuzz.com

A tool for travel companies to manage their social media presence in China more effec=vely. Core Func4onality:

•  Manage mul=ple social media profiles with the same user log in

•  Allow mul=ple users to manage the same social media account, with ac=on tracking

•  Scheduled posts & workflow management

•  Social CRM & VIF

•  Compe==ve intelligence

•  Travel company social media directory

www.chinatraveltrends.com | www.chinatraveltrendsbook.com

JENS THRAENHART CO-‐FOUNDER

Get insights & trends:

www.DragonTrail.com www.ChinaTravelTrends.com

Twi_er: @CnTravelTrends / @DragonTrail Join our Community:

www.Community.ChinaTravelTrends.com PresentaCons: www.slideshare.net/dragontrail

Contact me:

LinkedIn: Thraenhart Twi_er: @JensThraenhart Facebook: JensThraenhart

E-‐Mail: [email protected]

Rela=onships with:

TripShow.com - New Chinese Travel Website

Business

Transcript of TripShow.com - New Chinese Travel Website