social media engagement proposal for wonderland v3
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Discover Create Engage
Social Media Engagement Proposal for Australia Tourism Promotion
Prepared by Edelman DigitalAs of July 22, 2007 1
Today’s Agenda
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• 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
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• 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
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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
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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
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• 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
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Website/BBS
Word of Mouth
Chinese Tourists: Who are the top influencers
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1Tourism brands that really engage with consumers with owned and earned media
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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
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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
DISCOVER CREATE ENGAGE
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
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CREATE • Digital engagement strategy and tactics • Content and Context to engage tourists • Channels that serve as engagement hub • Ambassador and Envoys to influence others
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Digital Engagement Strategy
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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
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Content
Engaging Content
Framework
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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
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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
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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
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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
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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
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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…
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Channels
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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
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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
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Owned Channels: Mini-site
Sample
Content&
Engagement
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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
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Owned Channels: Sina Weiboexample: HK Tourism Bureau Sina Weibo account
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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
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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
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Partner Channels:UU2UU【玩转地球】
南澳 + 西澳 + 新航感动新航 情动澳洲
Mini-site
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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
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Earned Channels : BBS, Video Sharing and other channels
南澳 · 云朵尽头的蓝色生活
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ENGAGE• Top influencers to create word of mouth • Tourists to drive engagement through all media channels
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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
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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
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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
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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
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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
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Program 3 : Top blogger sample