Influencer marketing Analysis313ct818yszd3xd6xa2z47nm-wpengine.netdna-ssl.com/wp-content/u… ·...

*Source from PARKLU.com, Data Monitor: 2018.5.1- 2018 7.31

I n f l u e n c e r m a r k e t i n gA n a l y s i s

30,000+ KOLs

500M+consumers

11platforms

PARKLU.com

China InfluencerMarketing Platform

Including Beauty, Fashion, Travel, Fitness, Food and more.

PARKLU selected 20 travel destinations from around the world who are competing for the Chinese consumers’ attention. We measure atten-tion based on Influencer mentions, audience reach, social engagement, and total media value.Using PARKLU’s analytics

platform, we are able to monitor the activities levels of our 3500+ travel influenc-er database across 11 social media platforms for any brand selling in China.

PARKLU’s expert team of market analysts interpret the data into actionable findings for industry leading brands.

PARKLU’s analytics tool allows us to identify trends, monitor performance, and export customer sentiment through various influencer activities.

Featured Brands

Data Tracking

Evaluation

Data Analysis

*Source from PARKLU.com, Data Monitor: 2018.5.1- 2018 7.31

/ Travel destinations

E u r o p e

A m e r i c a

a s i a

O c e a n i a

TokyoSeoulSingaporeBangkokBaliTurkey

SydneyNew Zealand

ParisLondonSwitzerlandGreeceIcelandMoscowMilan

Los AngelesNew YorkMexicoHawaiiBoston

Europe

AsiaAmerica

Oceania

/ TOP Travel Brands on Social Media *Brands have been ranked according to the number of KOL mentions across PARKLU’s 11 supported social media platforms.

1

• As one of the most popular platforms for sharing travel experiences, tips, and photos, Mafengwo is the per-fect spot for KOLs to share content. KOLs can even select to automatically repost their articles onto Weibo and other social media platforms with a Mafengwo built-in feature.• Mafengwo’s offline Experience room 2.0* is a set designed with the theme “travel the world,” housing 12 pic-turesque backdrops with interactive and decorative elements designed especially for KOLs to create content.

Mafengwo 299

• Because Ctrip is China’s largest online travel agency, KOLs frequently tag Ctrip in their discussions about booking tickets and other topics while traveling, adding to the brand’s exposure. • In 2018, Ctrip sponsored celebrities on a diving trip to clean the beach-es of Manado, Indonesia.

Airbnb’s Weibo hashtag #爱彼迎故事# (The Story of Airbnb) and #遇到，

想不到# (Meet the Unexpected) are popular among many travel KOLs. The appealing photos and interesting stories in the posts have attracted a lot of attention for Airbnb.

R e l a t e d A r t i c l e s

2 ctrip 228 R e l a t e d A r t i c l e s

3 airbnb 146R e l a t e d A r t i c l e s

*Brands have been ranked according to the number of KOL mentions across PARKLU’s 11 supported social media platforms.

7

8

9

10

4 BMW 144 R e l a t e d A r t i c l e s

5 HYATT 109 R e l a t e d A r t i c l e s

• When the BMW X3 was released, travel KOLs shared their travel experiences on various social media platforms.• In June, BMW hosted a launch party under Weibo hashtag #BMW X2 PLAY-GROUND#, inviting KOLs to personally experience their new creation.

• Hyatt Group’s anniversary celebration in July boosted their social media exposure.• Hyatt vigorously promoted seasonal offerings like Summer Set Meals and Family Set Meals on social media with paid KOL campaigns.

6

MID

TOP

MICRO

/ influencer mentions

Unit: KOL

How many travel KOLs have mentioned the destination?* Micro / Mid / Top KOL in Social Media Platform

100K-300K / 300K-800K / 800K+ 5K / 5K-20K / 20K-50K 20K / 20K-80K / 80K-300K

*Source from PARKLU.com, Data Monitor: 2018.5.1- 2018.7.31

/ influencer mentionsHow many travel KOLs have mentioned the destination?

* Micro / Mid / Top KOL in Social Media Platform100K-300K / 300K-800K / 800K+ 5K / 5K-20K / 20K-50K 20K / 20K-80K / 80K-300K


Unit：KOL & %

Engagement rate = Engagement (like, comment, repost…) / ReachReach: The total number of followers of all the KOLs who have mentioned the brandHow many people were reached by KOLs?

Reach

Engagement rate

/ reach & engagement rate

*Source from PARKLU.com, Data Monitor: 2018 5.1- 2018.7.31

Unit: Post

WEIBO

WEIXIN

XIAOHONGSHU

The number of posts mentioning destinations on the social media platforms?

/ Social Media distribution


Unit: Yuan

The media value metric compares influencer generated activity to social network’s native advertising fee structures and or media buy stantard pricingWhat was the Media Value created by KOLs for destinations?

/ Media value


/ baidu indexBaidu Index


Baidu Index is sourced from Baidu’s official keyword search engine data. Baidu uses keywords as the statistical objects and calculates the weighted sum of search frequency.

WeChat Index is sourced from WeChat’s official index data. WeChat uses keyword searches and keyword mentions across official account articles and articles publicly forwarded on the platform.

/ WeChat indexWeChat Index


/ Popular topics

Douyin’s Most Popular Foreign Travel DestinationsInterlaken, Switzerland, Greece’s Shipwreck Beach, Cappadocia, Turkey…

Chinese Passport’s Rise in PowerChinese-passport holders can now travel to Algeria and Bosnia without visa

World Cup’s Hottest Travel DestinationsRussia, Brazil, Iceland…

Best Destinations to Escape the Summer HeatNorway, Nice, Queenstown...

BoracayTourist spots opening in October

CNN’s Picks

2018 Top Ten Travel Destinations


/ Top mentioned Categories

Travel KOLs most frequently mentioned brands related to transportation (airlines, automo-biles etc.), hotels and its ameni-ties, travel websites, and other related keywords (e.g. luggage, credit card).


Travel websites (online booking, travel blogs*, social media)

Hotel amenities

Transportation (airline, automobiles)

Travel Items (luggage, credit card)

@汪梦云 posted a short video clip of herself enjoying breakfast served on a floating pool tray, while lounging in a private pool in her villa at the AYANA Resort and Spa in Bali. The villa’s beautiful back-drop, her unique breakfast, and the plentiful food attracted a lot of attention to her post.

Challenging the notion that a single day is enough to see all of Singapore, @梓瞳的旅游途记忆 shared a detailed 2-day guide to experiencing the city. She recommended tourists to follow Marina Bay Sands Resort’s official WeChat account to play games and enter a raffle for hotel discounts and prizes.

Reach

920K 800K 6131Engagement Reposts

13KComments

780KLikes Reach

360K 6K 3669Engagement EngagementReposts

1490Comments

1202LikesReach

100K+ 100K+Readings

4054Likes

@梓瞳的旅途记忆

Photography KOL @呼啦像少年一样飞的猫 used OPPO’s new R15 smartphone while traveling through Turkey, Japan, and Xiamen. She posted photos taken with the phone’s camera, gen-eral photography tips, and talked about R15’s new features on her blog. Fans that reposted her content were entered into a raffle for prizes.

@呼啦像少年一样飞的猫 @汪梦云 Brand Mentioned：

Reach12K 46K 40K

Collections

349Comments

5991Likes

@汀葞央央 shared his tips on how to buy cheap flight tickets in his blog post. He spoke from his own experiences of taking advantage of Airline’s Members Day, credit card point redemp-tion, and more. He also recommended several travel websites and apps that can compare prices for his fans.

@汀葞央央

/ Case study

sponsored post

sponsored post

douyin WeChat weibo RED BookSCAN FOR MADIA KIT

SCAN FOR MADIA KIT

SCAN FOR MADIA KIT

SCAN FOR MADIA KIT

Brand Mentioned： Brand Mentioned： Brand Mentioned：

/ Top 5 Influencers


@李奶奶的厨房

Following:103万

@HiyaSonya

Following:68万

@梁缘同学

Following:65万

@Yoli_CHIC

Following:76万

@北京小风子

Following:73万

@费启鸣

Following:1857万

@宁大人

Following:108万

@行者伞兵

Following:99万+

@aki猫咪

Following:240万

@最最最最最的熊孩子

Following:173万

/ Top 5 Influencers


@全球旅游攻略

Following:565万

@旅游约吗

Following:514万

@旅行酱

Following:504万

@风景精选

Following:553万

@神威

Following:526万

@奶茶猫

Avg_readings:10万+

@柳小御

Avg_readings:9万+

@颜如素素

Avg_readings:10万+

@麻团儿

Avg_readings:10万+

@梓瞳的旅途记忆

Avg_readings:10万+

Final Analysis: China’s peak travel season starts in May and continues

through the summer. This is also a peak campaign season for brands in travel

and other relevant industries. And of course, travel KOL and brand collabora-

tions are in full swing. Weibo even launched it’s own summer travel campaign

with hashtag #旅游红人周# (trans: KOL Travel Week).

Using PARKLU’s extensive database, we have chosen and analyzed the top

20 travel destinations across Asia, America, Europe, Oceania and more

based on their overall social media performance.

In terms of the distribution, travel KOLs favored Weibo, followed by Xiaohongshu and Douyin, with WeChat lag-ging far behind.

In terms of KOL mentions, Paris, Los Angeles, Switzer-land, New York, and other European cities were the hottest travel destinations this summer. However, the majority of these mentions came from micro-tier KOLs. Top-tier KOLs preferred Tokyo, Bangkok, Seoul, Turkey, Singapore and other areas in Asia. Skincare and automobile brands in America, Europe, and Asia were the most active collabora-tors with KOLs during this year’s travel season.

Awareness

Social Distribution

reach & engagement rate

baidu, wechat index

Bangkok, Turkey, Greece, and Switzerland received aver-age engagement, while Bali, London, and Sydney re-ceived high than average engagement rates. The hottest travel trend this summer was small groups of friends trav-eling together to Bali. The topic went viral across social media with Xiaohongshu’s and Douyin’s algorithms pick-ing up on the trend and pushing related UGC content. There was a lot of great organic content coming from KOLs promoting the destination.

Singapore, Bali, Tokyo and other cities in Asia saw the greatest increase in their WeChat index ranking. While Iceland, Bali, Singapore, Switzerland, and Mexico saw the greatest increase on Baidu’s Search index. Bali clearly has been a recent hot topic on social media, top-ping both Baidu and WeChat indexes.

/ Download our previous brand report

WeChat Account:theINSIDERcn

Scan to download

If you’d like to learn more about China influencer marketing, please visit us at

.com WECHAT

Photo by @小墨MO

chinainfluencer

platformmarketing

Influencer marketing Analysis313ct818yszd3xd6xa2z47nm-wpengine.netdna-ssl.com/wp-content/u… ·...

Documents

Transcript of Influencer marketing Analysis313ct818yszd3xd6xa2z47nm-wpengine.netdna-ssl.com/wp-content/u… ·...