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Presentation to Eye For Travel - Travel Distribution Conference in Singapore Case study on orange hotel and how they build a successful china boutique hotel chain in china with zero marketing Twitter @williambaobean
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April 2010April 2010
China Travel and Social Marketing
WILLIAM BAO BEAN
SOFTBANK CHINA & INDIA HOLDINGS
WILLIAM BAO BEAN
SOFTBANK CHINA & INDIA HOLDINGS
“Beware the social media charlatans”
“Lately it seems I can’t go anywhere without running into a gaggle of social media consultants bloviating about the wonders of social network marketing. Sure, you’ve seen ‘em, too. Slick shake-and-bake “experts” promising to help you leverage the power of Twitter and Facebook to raise your profile and, inexplicably, boost your profits. But scratch the surface on most of these claims and they instantly crumble. Meanwhile, it seems the only people making any money in social media are the consultants themselves.”
Source: PC World - Robert Strohmeyer; HT Churbuck.com
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Going shopping for 1st grade
Online listings & directories – 4BBS – 100sMothers – 18Friends – 3
Who do you trust to tell you where to put your son for the next 5 years?
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Marketing in social media: handle with care
AwarenessEngagementConversationMetrics
Social media comes after the conversation
Trust and Value
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Source : Agenda
How do Chinese netizens select a hotel?
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SELECTING HOTEL
Information Comments Inquiry
Searching for specific hotel information and filtering from various choices.
Looking for existing comments from previous hotel visitors and take their experiences for reference.
Directly raising questions online and then waiting for answers from other netizens.
Search Engine (Google, Baidu)
BBS/REVIEW/SNS (Ctrip, Douban, DaoDao)
Q&A Platform (Baidu Zhidao)
Measuring Buzz
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Source: CIC
Measuring Buzz
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Note: The pie chart shows the distribution of GROUP Top 20 hotels.
Unit: Post; Source: CIC
Measuring Buzz
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Unit: Post; Source: CIC
Leveraging the China Internet culture
Net language - bondNet creativity - DIYNet cartoon – brand imageNet star – brand ambassador
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Source: CIC
Traditional hotel marketing – China style
MarketingCommissionSales forceHigh turnover practicesPaid pressMembership club
Large Marketing Expense
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Social hotel marketing – China style
ReviewsBloggersPressSocial mediaUser groupsMembership club
No Marketing Expense
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Orange Hotel: Case Study – social hotel
Founded by a marketer Ctrip Founder Fortune Trip; sold to Sina VP marketing eLong/Expedia
Unique challenges Fringe locations Budget Poor environments
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Orange Hotel: Designer boutique…budget
Modern Design UC Berkeley architect
Detailing counts Double pane glass Faux wood floors Natural lighting Free Internet Sheets Fish + Rubix Blocked calls after 9 Hall guards
Luxury + Emerging middle class
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Orange Hotel: Standing apart
Unique design elements Charlie Chaplin film Marilyn Monroe portraits Cities of the world Chandeliers Fish and Rubix
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Social marketing 101: Keep it real
Provide real value Entertainment Product Status
Leverage net promotersOngoing relationship, not staticTrackingProactive reaction
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1. Provide real value
Quality product – reasonable priceEntertain – fish + rubixEnable sharing – breakfast bagsReward – prizes for return customersPromote your promoters – clubNot about selling, they are already sold
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2. Leverage net promoters
Campaigns never end Reviews Bloggers Press
CCTV CEO as ambassador
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3. Ongoing relationship
Membership clubUpdating the experienceKeep it interesting
Marilyn wall 60% posts Fish & Rubix 30%
Keep it real Donate to help needy
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4. Tracking
What is the social graph saying? The brand and also by hotel Competitors What other brands do the net promoters like?
BBS comment tracking Google Trends CIC Sinotech Brand Karma
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5. Proactive reaction
Managing complaintsCall out promotersFish deadContentMini-barEco-friendlyNo smokingQuiet signs after 9
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Crystal Orange Hangzhou
Hangzhou RMB400/night Westlake lakefront In-hotel restaurant Dragonfly massage “Best boutique hotel in China
2009” by Hotel Professional Executive” magazine and "American Hotel & Lodging Educational Institute"
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The numbers
No marketing spend93% occupancy 82% repeat customers
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