Social media engagement proposal for wonderland v3

Discover Create Engage

Social Media Engagement Proposal for Australia Tourism Promotion

Prepared by Edelman DigitalAs of July 22, 2007 1

Today’s Agenda

2

DISCOVER CREATE ENGAGE

DISCOVER

CREATE

ENGAGE

• Who are they (Chinese tourists)• Who are the top influencers• What are the top channels • What content will engage tourists

• Digital engagement strategy and tactics • Content and Context to engage tourists• Channels that serve as engagement hub • Ambassador and Envoys to influence others

• Tourists to drive engagement • Top influencers to create word of mouth

3

DISCOVER

• Who are they (Chinese tourists)• Who are the top influencers• What are the top channels • What content will engage tourists

Chinese Tourists: Where they want to go

4


More than half the travelers surveyed from China said they intend to travel to Australia over the next two years, and their top three priorities are Natural Scenery, Sunshine and Beaches, and New Places.

The Visa and Pacific Asia Travel Association (PATA) Asia Pacific Travel Intentions Survey 2010

Chinese Tourists: Who are they

5


Natural scenery, sunshine and beaches and new places are key hooks for mainland Chinese planning their holidays.

Mainland Chinese are willing to pay extra for good food, cultural experiences and exotic destinations. Mainland Chinese travelers also have a preference for environmentally friendly tourism and cultural immersion programs.

Almost 80 percent of mainland Chinese travelers go online as their main source of travel information, more than travelers from any other part of the Greater China region.

Popular online sources are online travel guides (general and search engine), travel forums and travel agent booking websites.

Chinese Tourists: Who are they

6


• 76 per cent of out-bound tourists are Foreign Independent Tourist (FIT).

• Age breakdown: more than 60 per cent of out-bound tourists are between 25-44.

Chinese Tourists: Major information sources

7


Website/BBS

Word of Mouth

Chinese Tourists: Who are the top influencers

8


1Tourism brands that really engage with consumers with owned and earned media

2

5

4

3

People Like Me (User generated content in tourism websites and BBS)

Thought-leaders, experts, famous travel writers

Travel news portals and paid media social ads

Others

Chinese Tourists: What are the top channels

9


CHANNEL

Official WebsiteOfficial website and sub-

channels of tourism brands

Consumer Communication& Event Promotion

Reputation/BrandBuilding

Issue/Crisis Management

EXCELLENT

OK

EXCELLENTEXCELLENT

Social Network SiteTwitter: Sina Weibo

Facebook: Kaixin001 and Renren.com

EXCELLENT EXCELLENT EXCELLENT

Wikipedia websites &Q&A

Baidu 知道， Qihoo, 天涯问答 and others

Tourism WebsitesLotour.com, Ctrip.com

Tourism Online Community(BBS)

bbs.8264.com

EXCELLENT EXCELLENT GOOD

EXCELLENT GOOD GOOD

GOOD EXCELLENT

Chinese Tourists: What content will engage consumers


Hot Searching Words on Out-Bound Tourism

Travel Tips 攻略 Food 饮食

Fun 有趣

Romance 浪漫 / 艳遇 ?Photo 照片

Animal 动物

Scenery 风景Exotic Culture 异域文化

Partner 旅伴Sharing 分享

11

CREATE • Digital engagement strategy and tactics • Content and Context to engage tourists • Channels that serve as engagement hub • Ambassador and Envoys to influence others

12


Digital Engagement Strategy

13


Digital Engagement TacticsPRIMARY ACTIVITY

Listen

•Tourists’ buzz •Consumer expectation

Contact•Contact key influencers•Respond to online queries•Participate in conversation

Create• Create online

info &interaction hubs

• Create and seed multimedia content to address queries

• Social ads

• Collaborate• Integrate offline

and online assets

• Initiate cross-media campaigns to maximize UGC

Synthesize•Develop content under context •Determine channels and tools•Determine partners/vendors

Engage

•Engage consumers for positive UGC•Engage online influencers

Social Media Policy

Online Ambassadors and Envoy

Collaboration: online and offline channel and content maximization

SEO and Social Media Optimization (SMP)

SUPPORTING ACTIVITY

14


Content

Engaging Content

Framework

15


Useful Value Content Useful value is more commonly referred to as brand utilities. Useful value content will provide content for Chinese tourist to easily plan and execute their tourism in SA and WA through Singapore Airline.

Save Time

Make easier

Enable

Leverage the mini-site to provide useful information and on-stop solutions for tourists to save time when they plan and execute their tourism

Make easier for Chinese tourists to understand SA and EA and how to book Singapore Airlines as well as other information gathering and sharing

Provide content that enable Chinese tourists to make easy and effective tourism decisions Enable Chinese tourists with dreams to tour SA and WA through information/tips/monetary offering/support

16


Entertainment Value ContentEntertainment value is more commonly referred to as branded entertainment. This will help generate key message among Chinese tourists and attract attentions.

Video

Photos and infographics

Humor

SA , WA and Singapore Airlines branded videos as well as tourists generated videos featuring their tourism experience

SA , WA and Singapore Airlines branded videos as well as tourists generated videos featuring their tourism experience. The infographics illustrating a fantastic travel in SA, WA via Singapore Airlines

Humor content and other entertaining content that give SA, WA and Singapore Airline a “human face” and easily create viral content that outreach to more Chinese tourists

17


Monetary Value ContentMonetary value is the social equivalent of the conventional sales promotion or PR activity. So it could be a simple voucher like the discount voucher or a competition run in conjunction with an influential blogger/community leaders/tourism website partners.

Rewards

Vouchers

Prizes

Reward online partisans who actively buzz about SA, WA and Singapore Airlines tourism programs

Discount vouchers/coupons who registered and participate in related online initiatives and campaigns

Prizes to online competition/initiatives who helps promote SA, WA and Singapore Airlines campaigns

Free trials Eye-catching and word of mouth campaigns to give free trails/flight/accommodation to online competitions winners and selected top influencers

18


Information Value ContentInformation value, in the form of knowledge and thought leadership, can be produced in various formats e.g. video interviews, slideshare presentations and blog posts (like this one ;).

Information

Gossip

Branded and user generated information about SA, WA and Singapore Airlines travel information/tips/picture gallery

User generated information/content about SA, WA and Singapore Airlines travel

19


Personal Value ContentPersonal value is a particularly interesting content, as it often provides social content that is extremely compelling. Select and profile some Chinese tourists and their travel stories will be personal value content that create compelling online narrative.

Exposure

Satisfaction

Provide the opportunity for tourists to share and show self- generated content

Engage with their tourists to recognize them and encourage them

Fame Select and profile some Chinese tourists as tourism envoys/special guests

20


Content: User Generated ContentSample

Earned content

My tour to South Australia is great and the flight with Singapore Airlines is fantastic. I am planning to go back again in coming XX months. I recommend you to come if you have a chance.

I would like to share some story/photos/video from my exciting tour to Australia last month.

Here are my tips for anyone who are planning a South Australia tour. First..Second…

Wanna know some things cool about tourism Australia, please check the the site here…

21


Channels

22


Channel for SA

数字营销，传统广告，公关活动， SEO ，网站合作

Lotour.com SA mini-siteSina Weibo

Tourism BBSTop bloggers

23


Owned Channels: Mini-site What’s it: A mini-site for South Australia as an information hub and engagement platform to create awareness of South Australia tourism and facilitate travelling for Chinese tourists.

How it works: Edelman will work with Beijing-based Creative & Design firm Notmt to build SA mini-site•Edelman will listen to online buzz to gain insights of consumer perceptions and consumer needs • Edelman will develop website content framework/engagement process/interactive design for SA websites • Edelman will work with Notmt in SA website SEO, website promotion to attract traffic for the website• Edelman will manage and update the content and address queries/comments from tourists

Outcomes : • Establish the website as the largest online hub and engagement platforms for SA tourism in China • Make the mini-site as one of the major sources and online community for potential tourists

24


Owned Channels: Mini-site

Sample

Content&

Engagement

25


Owned Channels: Sina Weibo What’s it: SA Sina Weibo account is a SNS platform for SA to better listen to and engage with consumers to communicate brand/product messages .It is a consumer touch-point for users to directly get in touch with BlackBerry regarding any product or service related-queries they might haveUsers will also have an option to ‘follow’ @SA.

How it works: •Edelman China will create and manage this account on behalf of SA, developing content based on a pre-approved framework•For each day, in addition to the service or product-related queries which get addressed to @SA, there will be a set of 5+ tweets which will be posted•@SA will serve as a platform to acquire fans which will be derived to SA mini-site

Outcomes : • Build SA a platform which could engage with consumer in real-time basis •Create awareness for SA and drive traffic to SA mini-stie • Engage top influencers and advocacy groups through @SA through content and incentive engagement

26


Owned Channels: Sina Weiboexample: HK Tourism Bureau Sina Weibo account

27


Partner Channels: Lotour.comWhat’s it: Lotour.com is China’s lagrest tourism website and online community. Lotour.com will help to promote SA mini site as well as SA tourism among its 17 million daily visitors.

How it works: • Content partnership:

• Establish a partnership with Lotour and exchange URLs • Online program promotion in Lotour

•Program partnership• Participate in Lotour.com goGlable ( 玩转地球 ) program to promote SA tourism

•Paid media: • Paid website banners/social ads though media buy

Outcomes : • Build awareness of SA tourism among tourists •Leverage Lotour’s goGlobal program to deliver key messages to potential consumers and create word of mouth of SA tourism through interactive sections of the program •Drive traffic to SA mini-site


Partner Channels: Lotour.com【玩转地球】 goGlobal

goGlobal page: SA site URL here

【玩转地球】

Pic slide show

焦点图UGC

网友互动状态

News

资讯

Ranking

Travel story

游记、攻略

What’s hot

Travel infotmat

ion

DEMO


Partner Channels:UU2UU【玩转地球】

南澳 + 西澳 + 新航感动新航情动澳洲

Mini-site

30


Earned Channels : BBS, Video Sharing and other channels What’s it: Tourism BBS, video sharing websites that allow SA to seed content and participate into real conversations with tourists to encourage positive online buzz of SA tourism

How it works: • Edelman will develop visual and rich-media content including pictures, videos to seed in China’s top tourism BBS community as well as video sharing websites

•Tourism BBS: • Sohu Travel BBS channel • Sina Travel BBS channel • Tianya Travel online community

•Video sharing websites: • Youku.com travel channel • Tudou.com travel channel

Outcomes : • Build awareness of SA tourism among tourists •Drive traffic to SA mini-site

31


Earned Channels : BBS, Video Sharing and other channels

南澳 · 云朵尽头的蓝色生活

32

ENGAGE• Top influencers to create word of mouth • Tourists to drive engagement through all media channels

33


Program 1 ： SA &WA Romance浪漫南澳

Program Description: A program encouraging consumers to share their marriage photos which will be read and voted by netizens. The top 6 winners will have be awarded with free flight tickets and other favorable treat to travel SA.

Execution: • The program will be launched and organized in SA mini-site with a special page devoted to photo/story sharing and voting. •The participants will be asked to share their romance story and marriage pictures which will be share in the special page. • The winners will be decided by votes they acquired and the top 6 ranked couples will have a chance to be treated as special guest of SA. •The winners will be requested to record their travel experience and will be selected and shared through SA owned, bought and earned media. • The program will be promoted through Sina Weibo, Lotour.com and BBS community• Edelman will develop detailed program policy and execution plan as next steps

34


Program 1 ： SA Romance浪漫南澳

Milestone & Time-line

• Planning and program policy: September, 2010 • Mini-site special page development: October, 2010 • Consumer recruitment and program promotion: December, 2010 • Winners announcement: January, 2010 • Winners’ tour to SA: January, 2010 • Follow-up and content seeding: February, 2010

35


Program 2 ： explore SA 发现南澳

Program Description: A program gathering and inviting tourists to share their travel photo/story of SA. The program will leverage the tourists who are travelling or have been to SA to share their positive travel story to create word of mouth.

Execution: • The program will be launched and organized in SA mini-site with a special page devoted to photo/story sharing and voting. •The participants will be asked to share their travel story and marriage pictures which will be share in the special page. •The winners will receive signature and SA feature gifts from SA Tourism Commission•An offline gallery will be held based on the recruited pictures and stories. The related contented will be seeded in SA owned, paid and earned media. • The program will be promoted through Sina Weibo, Lotour.com and BBS community• Edelman will develop detailed program policy and execution plan as next steps

36


Program 2 ： explore SA 发现南澳

Milestone & Time-line

• Planning and program policy: October, 2010 • Mini-site special page development: October, 2010 • Consumer recruitment and program promotion: November, 2010 • Winners announcement: January, 2010 • Offline gallery and content seeding: January, 2010

37


Program 3 ： define SA 心动南澳

Program Description: A program to engage top bloggers and community leaders to buzz positively about SA. The program will leverage third-party endorsement from top bloggers and community leaders to generate awareness of SA and shape online conversation.

Execution: • Outreach to and identify top bloggers and community leaders with interest in SA. • A retaining communication network will be built to keep them updated about SA news/tourism events/SA China programs. •They will be invited to attend SA offline events and will also serve as judges for Program 1 and Program 2. •They will be encouraged to write blogs/BBS stories about SA and related events through their owned channels. • Edelman will develop detailed program policy and execution plan as next steps

Time-line: On-going

38


Program 3 ： Top blogger sample

Social media engagement proposal for wonderland v3

Travel

Transcript of Social media engagement proposal for wonderland v3