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China Travel Social Marketing Softbank William Bao Bean

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William Bao Bean
William Bao Bean

1. The document discusses the rise of social media consultants and questions whether they are truly effective at boosting profits for businesses. 2. It then covers how Chinese netizens select hotels, primarily through online reviews, question/answer platforms, and social media comments. 3. The case study of Orange Hotel is presented, which used innovative and cost-effective social media strategies rather than traditional marketing to achieve high occupancy rates and repeat customers.

Technologie
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April 2010 China Travel and Social Marketing WILLIAM BAO BEAN SOFTBANK CHINA & INDIA HOLDINGS
“ Beware the social media charlatans” ,[object Object],[object Object]
Going shopping for 1 st grade ,[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing in social media: handle with care ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source : Agenda
How do Chinese netizens select a hotel? 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 Source: CIC
Measuring Buzz Note: The pie chart shows the distribution of GROUP Top 20 hotels. Unit: Post; Source: CIC
Measuring Buzz Unit: Post; Source: CIC
Leveraging the China Internet culture ,[object Object],[object Object],[object Object],[object Object],Source: CIC
Traditional hotel marketing – China style ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social hotel marketing – China style ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Orange Hotel: Case Study – social hotel ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Orange Hotel: Designer boutique…budget ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Orange Hotel: Standing apart ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social marketing 101: Keep it real ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
1. Provide real value ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
2. Leverage net promoters ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
3. Ongoing relationship ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
4. Tracking ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
5. Proactive reaction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Crystal Orange Hangzhou ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The numbers ,[object Object],[object Object],[object Object]
Thank You! William Bao Bean Partner [email_address] +86 139 1789 8171 +852 9131 0218

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China Travel Social Marketing Softbank William Bao Bean

  • 1. April 2010 China Travel and Social Marketing WILLIAM BAO BEAN SOFTBANK CHINA & INDIA HOLDINGS
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  • 5. How do Chinese netizens select a hotel? 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)
  • 7. Measuring Buzz Note: The pie chart shows the distribution of GROUP Top 20 hotels. Unit: Post; Source: CIC
  • 8. Measuring Buzz Unit: Post; Source: CIC
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  • 23. Thank You! William Bao Bean Partner [email_address] +86 139 1789 8171 +852 9131 0218