As China's newest travel website, Tripshow.com serves the new and socially engaged Chinese tourists. With Tripshow.com, travel brands have the ability to engage visually with Chinese travelers to build brand awareness, while travelers can engage with brands to get inspired about destinations and experiences and plan their trips. - Inspirational Trip Planning Tool - Engagement & Communication Platform - Online Campaigns & Contests - Social CRM & Consumer Insights - Call to action integration - SinaWeibo Visual Marketing Application - Compatible with PC, Mac & Mobile Devices - Social & Inspirational - Viral marketing platform www. DragonTrail.com / www.TripShow.com / www.ChinaTravelTrends.com

2. What
is
Tripshow.com
As
China's
newest
travel
website,
Tripshow.com
serves
the
new
and
socially
engaged
Chinese
tourists.
With
Tripshow.com,
travel
brands
have
the
ability
to
engage
visually
with
Chinese
travelers
to
build
brand
awareness,
while
travelers
can
engage
with
brands
to
get
inspired
about
des=na=ons
and
experiences
and
plan
their
trips.

4. CHANGING
CHINA
TRAVEL
TRENDS…
The new and
sophisticated
Chinese Tourists
want to get
inspired by
destinations, and
share their
experiences via
social media.

5. Sina
Weibo:
Most
acCve
social
media
plaGorm
in
China
(2nd
globally
aKer
Facebook).
27
million
(9%)
of
the
320
million
users
checking
in
every
day,
and
more
than
100
million
posts
every
24
hours.
Source:
Digital
Influence
Index
2010
–
Fleichman
Hillard
&
Harris
InteracCve
(Sept.
2012)

6. Imagine…
a Chinese consumer
visits your hotel or Tripshow.com helps brands
destination, takes a aggregate inspiring images
photo, and posts it on captured by Chinese travelers
his or her Chinese on social media (Sina Weio) to
social media profile to visually market a brand, and
share the experience. identify their most valuable
fans.
Unfortunately you
would never know! It is a visual marketing platform
and social media application for
Lost Opportunity! travel organizations looking to
market to Chinese consumers.
TripShow.com It helps them to automatically
aggregates the visual aggregate beautiful and
content posted by relevant pictures from various
travelers on social media platforms,
Weibo.com to inspire organize by theme or itinerary,
future Chinese and display with rich media to
travelers. inspire travelers. It is also a
perfect platform for
organizations to identify their
most active followers, manage
social CRM and run digital
campaigns.

7. China
Travel
Social
Media
PlaGorm:
Tripshow.com
• Inspirational Trip Planning Tool
• Engagement & Communication Platform
• Online Campaigns & Contests
• Social CRM & Consumer Insights
• Call to action integration
• SinaWeibo Visual Marketing Application
• Compatible with PC, Mac & Mobile Devices
• Social & Inspirational
• Viral marketing platform

8. Content
Management
(Albums
&
I=neraries)
Des=na=on
Web
Site
User
Engagement
Des=na=on
Profile
Weibo
Users
Aggregated
Pictures
(from
users
&
professionals)
User
Pictures

9. Tripshow
–
Showcases
the
Photos
and
Videos
•
Integrates
social
Media
content
into
one
place
Sina
Weibo
Users
–
•
Showcases
des=na=on’s
Share,
contribute
photos,
user’s
comment
,
content
i=neraries
Businesses
–
Collect
•
Showcases
user’s
Content
&
Use
for
•
Seeking
about
the
trip
preference
and
informa=on
MarkeCng
AcCviCes
•
Sharing
travel
experience
through
weibo
•
Create
a
company
album
and
other
media
with
•
Customize
the
display
of
thousands
of
travel
lovers
photos
and
content
which
is
•
Making
comments
about
automa=cally
generated
by
other’s
trip
the
users
•
Winning
rewards
from
•
Par=cipate
in
the
user’s
the
company
conversa=on
and
hos=ng
CommunicaCng
and
Engaging,
reward
campaigns
to
the
building
long
term
relaConships
content
contributors

10. TRIPSHOW
FOR
TRAVEL
&
TOURISM
BUSINESSES
BENEFITS

11. Tripshow.com
for
Travel
Businesses
Social
Media
content
CuraCon
• A
plaQorm
that
aggregate
pictures,
content
and
feedback
from
various
social
media
websites
and
organizes
them
by
themes
or
i=neraries
to
inspire
travelers
Social
CRM
CombinaCon
• Brand’s
fans
are
mo=vated
to
contribute
content.
On
the
other
side,
companies
can
manage
the
rela=onship
with
the
current/poten=al
customers
via
conversa=on
and
campaigns
Engagement
&
CommunicaCon
plaGorm
• Communicate
with
followers,
recognize
fans
with
the
most
contribu=ons
with
badges
and
incen=ves,
and
engage
with
past
guests
and
visitors

12. Brands can
develop albums
based on
business line,
interest, and
partners.
Photos or
videos will give
more information
and can link to a
call-to-action.
Note: TripShow.com is only in Chinese language – English translation for illustration purposes by Google Translate.

14. • Brands can create
a call-to-action by
creating itineraries,
promotions,
packages, and
offers
• Integration of
booking and trip
planning
• Integration of
itineraries or packages
– build by companies,
and contributed by
consumers
Note: TripShow.com is only in Chinese language – English translation for illustration purposes by Google Translate.

15. Chinese consumers can
“wear” brands badges, while
organizations can give out
premium badges for
consumers to show their brand
affiliation.
It is a great way for companies
to connect with Chinese
consumers, run campaigns,
and engage in Social CRM.
Companies can connect and
rank active consumers by
various attributes.
Note: TripShow.com is only in Chinese language – English translation for illustration purposes by Google Translate.

16. Social CRM:
Ranking of
Fans based
on Activity,
Influence,
and Interest.

17. Powerful
TesCmonial
to
influence
consumer
decision
making
User’s
posi=ve
feedback
is
a
big
asset
for
the
company,
providing
another
perspec=ve
of
informa=on
to
the
company.
“As
for
the
cycling
lovers,
steep
mountains
and
liYle
tracks
is
the
adventure
playground.
In
Banff,
you
won't
experience
a
lack
of
this
ac=vity.
There’s
not
only
exci=ng
tracks
but
also
the
breathtaking
scenery
@
Tripshow
“
“Going
through
mountains
and
mountains…
That’s
the
fun
part
of
cycling”
“Can
I
keep
cycling?”

18. Insight:
Data
shows
the
preference
of
the
user
Number
of
photos
uploaded
Past
Posts
Visited
Places
Places
Wish
List
Number
of
photos
the
user
has
uploaded
to
your
company
User’s
I=neraries

19.
Engage
directly
with
users
who
have
been
to
your
desCnaCon
or
have
a
real
urge
to
go
• Provides
a
plaQorm
for
the
company
to
par=cipate
and
influence
the
conversa=on
• Special
campaign
can
be
launched
to
reward
fans
and
ac=ve
content
producers
Create
loyal
and
long
term
rela=onships
•
Understand
the
preferences
of
users
to
be_er
target
your
market
• Social
media
repor=ng
–
see
who
your
fans
are
and
what
they
are
interested
in
(i.e.
spa,
restaurant,
ac=vi=es,
etc.)
• Find
out
who
is
spreading
the
posts
and
who
is
the
customer
with
the
most
profitable
poten=al
• Track
the
loyal
fans
across
a
=meline

20. TRIPSHOW
FOR
CHINESE
CONSUMERS
BENEFITS

21. • Acts as Travel Social Network for consumers
• Organizes photos posted on social media in albums
• Personal Homepage to connect with friends, and share photos
• Store trip plans and itineraries
• Show off badges collected from brands (similar to Foursquare badge)

22. Tripshow.com
has
beauCful
photos
I
can
get
inspired
by
beauCful
photos
that
other
users
have
taken
Food
Local
scene
Hidden
scene

23. Tripshow.com
helps
with
trip
planning
I
can
plan
my
trip
by
checking
photos
and
i=neraries
of
other
travelers
Mei’s
18
days
in
Canada
Details
explana=on
about
the
places
Mei
went
in
Canada

24.
Tripshow.com
connects
to
various
social
media
During
my
trip,
I
can
upload
my
pictures
to
tripshow.com
by
using
my
Sina
Weibo
account

25. Tripshow.com
showcases
pictures
I
can
show
my
trip
to
people
who
are
also
interested
in
the
same
des=na=on
MrWan’sBungy
jump,
Canada
I
can’t
lie,
I
would
get
a
heart
aYack
if
I
jump
Funny
pose
but
must
have
an
awesome
view!
I
would
buy
shares
if
I
wanted
to
go
downwards

26. Tripshow.com
has
contests
I
can
collect
badges
and
get
special
offers
from
different
travel
companies
Become
a
Canada
tourism
VIP
and
enjoying
the
privileges

27. Sina
Weibo
Profile
Banyan
Tree
Shanghai
TripShow
Contest
Opening
Campaign
Fans
on
TripShow
Preliminary
Result:
150,000
Fans
in
10
days

28. TripShow.com Gold Level
Offers the ability to develop a
separate branded site
powered by the open
TripShow API, as well as a
fully customized brand page
on Tripshow.com with custom
URL, which can function as a
Chinese website alternative.
The
Shangri-­‐La
example
on
the
leK
is
not
a
TripShow
API
site,
and
serves
for
illustraCon
purposes
only.

29. TRIPSHOW
STEP
BY
STEP
DEMO

30. Tripshow.com
Homepage

31. User
Login
On
Tripshow.com,
And
enter
their
Weibo
users
click
on
the
Weibo
buYon
account
informa=on
to
access
their
own
Tripshow.com
account
(similar
to
Facebook
Connect)

32. User
Homepage
From
his
homepage,
the
user
can
access:
-­‐
His
Photos
-­‐
His
Photo
Albums
-­‐
His
I=neraries
-­‐
What
he
has
posted
-­‐
Updates

33. User
InteracCons
Users
have
the
op=on
to
add
content
on
Tripshow.com
(via
Sina
Weibo)

34. Post
Photos
Organize
Photos
in
Albums
Post
@tripshow
Create
own
I=neraries
Day
1
Day
2

35. Brand
Pages
Users
can
access
Brands
pages
from
Tripshow.com
homepage

36. Brand
Homepage
Brand’s
sta=s=cs
Naviga=on
through
the
brand’s
page
Fans
recently
rewarded
Brand’s
Photo
Albums

37. NavigaCon
Through
Brand’s
Page
With
great
ease,
users
can
access
the
brand’s:
-­‐ Photos
-­‐ Albums
-­‐ I=neraries
-­‐ Ac=ve
Users

38. Brand’s
Photos
Users
can
comment
and
like
photos

39. Brand’s
Most
AcCve
Fans
Showcase
of
the
most
ac=ve
and
most
rewarded
fans
of
the
brand

40. TRIPSHOW
TRAFFIC
GENERATION

41. TRIPSHOW.COM
TRAFFIC
GENERATION
Search
&
Digital
MarkeCng
Sina
Weibo
Profiles
Li_le
markeCng
spend
required
to
drive
traffic
due
to
Weibo
integraCon
TripShow
Clients
Social
Media
MarkeCng

42. THE
BEAUTY
OF
TRIPSHOW:
Big
Demand
Li_le
MarkeCng
Spend
Great
Revenue
PotenCal

43. TRIPSHOW
PRICING

44. Plan
1—Bronze
RMB
5,000/year
Aggregate
content
(photos
with
text)
from
client’s
social
media
profile
onto
Tripshow
automa=cally.
Aggregate
relevant
content
contributed
by
social
media
users.
Brand
presence
on
Tripshow
Management
on
Tripshow.com
is
Plan
2—Silver
RMB
50,000/year
not
included
in
the
packages
below,
Bronze
benefits,
plus:
but
is
included
in
Dragon
Trail’s
Organize
photos
into
different
categories
based
on
themes,
des=na=ons,
etc
Social
Media
Management
Aggregate
i=neraries
and
display
them
inspira=onally
on
Tripshow
Engage
users
with
incen=ves
and
increase
loyalty
Packages,
or
can
be
added
by
Manage
basic
social
CRM
with
tools
of
tag
and
badge
subscribing
to
Weibo
Management
3
custom
made
brand
badge
at
RMB
15,000/month.
Companies
Personalized
URL
being
on
Tripshow
are
required
to
have
a
Sina
Weibo
profile.
Dragon
Plan
3—Gold
RMB
200,000/year
Silver
benefits,
plus:
Trail
is
happy
to
assist
in
semng
up
Run
mini-­‐site
campaign
an
account,
and
complete
the
Enhanced
social
CRM
necessary
procedures.
Mul=ple
custom
made
badges
Personalized
brand
page
Tripshow
Campaigns:
Personalized
URL
-­‐ Star=ng
at
RMB
100,000
PLEASE
CONTACT
US
FOR
OUR
Open
API
(based
on
scope)
SPECIAL
LAUNCH
OFFER
FOR
Data
and
stats
analysis
QUALIFIED
ORGANIZATIONS
Repor=ng

45. END-­‐TO-­‐END
CHINA
SOCIAL
MEDIA
SOLUTION

46. The
Only
End-­‐to-­‐End
100%
Travel-­‐Focused
China
Digital
&
Social
Media
SoluCon:

47. Select
Digital
MarkeCng
Clients

48. Dragon
Trail
InteracCve
Localized
Web
Social
Media
Integrated
Digital
Advanced
Technology
Presence
Management
Campaigns
SoluCons
•
Chinese
web
site
•
Social
media
program
•
Media
Management •
Chinatravelbuzz.com
Development
management
•
Campaign
Management •
Tripshow.com
•
SEO/SEM
•
Social
media
campaign
•
Media
Ac=vity •
Social
Media
•
Email
Marke=ng
development
&
Applica=ons
execu=on

49. Chinese
Website
2.0
-­‐
True
LocalizaCon
Overview
– Content
is
re-­‐wriYen;
no
straight
transla=on
(adding
of
important
content
areas
not
part
of
the
English
website,
i.e.
Chinese
Restaurants,
etc.)
– Website
is
designed
for
Chinese
consumers
– Chinese
website
has
more
relevant
branding
– Chinese
site
is
hosted
in
China
– Content
is
op=mized
for
Chinese
Search
Engines
– Incorporates
travel
suppliers

50. Chinese
Social
Apps
-­‐
True
Engagement
Weibo
Pages
Weibo
Booking
Weibo
Rewards
Weibo
Loyalty
Weibo
Concierge
With
Facebook
and
TwiYer
blocked
in
China,
Sina
Weibo
is
the
most
engaging
and
ac=ve
social
media
plaQorm
in
China.
While
many
companies
have
developed
social
apps
on
Facebook,
Dragon
Trail
Interac=ve
is
the
first
company
that
offers
a
suite
of
social
apps
exclusively
developed
for
the
travel
and
tourism
industry
on
Weibo.com.

51. 1. Weibo
Pages
Overview
• Showcase
products,
services
and
partners
• HTML
FIVE,
and
mobile
friendly
design
• Pre-­‐built
templates
for
various
travel
organiza=ons
–
including
des=na=ons,
hotels,
tour
operators,
etc.
Client
Benefits
• Enhance
brand
presence
on
Weibo
with
customized
content
modules
and
call
to
ac=on
• Content
modules
includes
banner,
video,
weibo
feeds,
followers,
etc.
;
call
to
ac=on
includes
re-­‐tweet,
sharing,
follow,
etc.

52. 2. Weibo
Concierge
Overview
• Extend
travel
concierge
service
to
weibo
plaQorm.
• Enable
travel
organiza=ons
to
provide
trip
care.
• Push
message
to
users
based
on
loca=on,
travel
plan,
preference,
etc.
Client
Benefits
• Service
quality
monitoring
• Analy=cs
of
service
performance,
traffic,
amount
of
work,
etc.
• Analy=cs
of
fans
demographics,
social
data,
etc.
• Provide
customers
with
high
service
levels,
preferen=al
rates

53. 3. Weibo
Loyalty
Overview
• Showcase
details
of
the
loyalty
program
and
benefits
for
members.
• Incen=ves
can
be
built
into
the
APP,
choose
to
top-­‐up
(or
reduce)
the
loyalty
points
count
for
any
par=cular
corporate
agent
at
any
=me.
• Easy
to
sign
in
and
users
can
share
the
informa=on
aqer
each
booking
Client
Benefits
• Member
data
collec=on,
including
email
address
and
social
data
such
as
social
influence,
followers,
etc.
• Drive
membership
development
• Provide
customers
with
high
service
levels,
preferen=al
rates

54. 4. Weibo
Rewards
Overview
• Set
your
own
incen=ve-­‐based
campaigns
to
promote
the
brand
– Customized
rewards
(member
cards,
free-­‐night
vouchers,
etc.
)
– Decide
how
many
loyalty
points
are
needed
to
redeem
rewards
• Monitor
campaign
performance
and
track
results.
• Customized
call
to
ac=on,
including
sign-­‐up,
survey,
re-­‐tweet,
etc.
• Fraud
detec=on
and
preven=on.
Client
Benefits
• Offer
higher
service
levels,
reward
loyalty
• Build
repeat
business

55. 5. Weibo
Booking
Overview
• Showcase
products
and
services
(digital
shop)
with
customize
design
• Photo
galleries
of
the
property
and
promo=on
• Automa=c
Promo
Codes
so
your
Fans
can
get
special
prices
• Private
and
secure;
with
mul=currency
and
mul=lingual
capability
Client
Benefits
• Bring
convenience
and
interac=ve
customer
support
of
the
booking
process
to
Weibo
users
• Boost
revenue:
Turn
the
purchase
inten=on
into
sales
at
the
moment
when
users
are
inspired
in
Weibo
• Social
CRM:
Increase
engagement
with
users
before
and
aqer
travel
• Analysis
of
fans
demographics,
social
data,
etc

56. Weibo
Apps
Brands can now increase engagement on Sina
Weibo (the most active social media platform in
China, and the second most engaged social network
in the world just behind Facebook) by developing
Social Apps on Weibo.com. Dragon Trail was the
first agency that developed social apps for travel
companies.
Left is an example from Begium-Flanders Tourist
Office (weibo.com/visitflanders) with 26,000 fans.
Below is the Sina Weibo profile of the Canadian
Tourism Commission (weibo.com/canadatravel) with
170,000 fans. (September 27, 2012).
Belgium-Flanders Tourist Office (above)
does not have a social app (similar to a
page on Facebook).
Canadian Tourism Commission (right)
has a social app and, which is pretty much
like a mini-site on Weibo.com. Canada has
the opportunity to run campaigns, promote
itineraries, collaborate with partners and
industry stakeholders, and integrate loyalty
and booking. hYp://weibo.com/canadatravel
Weibo Apps are the perfect compliment to
TripShow.com to execute a powerful China
social media strategy for travel brands.

57. Social
Media
2.0
–
Profile
→
Campaigns
• Brand
awareness
Drive
• Call
to
Ac=on
• Encourage
travelers
to
contribute
Constant
• And
learn
more
Engagement
• To
Chinese
website
from
mul=ple
media
channels
Drive
Traffic
Generate
• Convert
regular
travelers
to
loyal
fans
Loyalty
• Capture
valuable
traveler
data
CRM

58. hYp://e.weibo.com/canadatravel?type=0
Weibo
Campaign
Landing
Page
Canadian
Tourism
Comm.
Case
Study

59. hYp://e.weibo.com/1807497741/app_2194718133
Weibo
Pages
ApplicaCon
Canadian
Tourism
Comm.
Case
Study

60. hYp://cn-­‐keepexploring.canada.travel/campaign/medal
Campaign
MicroSite
Canadian
Tourism
Comm.
Case
Study

61. Canadian
Tourism
Comm.
Case
Study
(Top
&
Bo_om)
Links
to
Corporate
Website
to
Drive
Traffic

62. Virtual
Game
-­‐
Contest
Canadian
Tourism
Comm.
Case
Study

63. hYp://cn-­‐keepexploring.canada.travel
Keep
Exploring
Site
Canadian
Tourism
Comm.
Case
Study

64. Tripshow.com
Visual,
Social
Media
MarkeCng
ApplicaCon
→
China’s
Pinterest
for
travel:
– Leverage
inspiring
images
via
social
media
to
market
brand,
and
iden=fy
most
valuable
fans.
– Fresh
Web
Content
-­‐
automa=cally
aggregate
beau=ful
and
relevant
pictures
from
various
social
media
plaQorms
– Engage
/Educate
Fans
-­‐
organize
photos
by
theme,
i=neraries,
and
display
with
rich
media
to
inspire
– Campaign
PlaGorm
-­‐
Iden=fy
most
ac=ve
followers,
manage
social
CRM
and
run
digital
campaign.

65. China
Social
Management
PlaGorm:
Chinatravelbuzz.com
A
tool
for
travel
companies
to
manage
their
social
media
presence
in
China
more
effec=vely.
Core
Func4onality:
•
Manage
mul=ple
social
media
profiles
with
the
same
user
log
in
•
Allow
mul=ple
users
to
manage
the
same
social
media
account,
with
ac=on
tracking
•
Scheduled
posts
&
workflow
management
•
Social
CRM
&
VIF
•
Compe==ve
intelligence
•
Travel
company
social
media
directory

66. www.chinatraveltrends.com
|
www.chinatraveltrendsbook.com

67. Contact
me:
LinkedIn:
Thraenhart
Twi_er:
@JensThraenhart
Facebook:
JensThraenhart
E-­‐Mail:
Jens@DragonTrail.com
Get
insights
&
trends:
www.DragonTrail.com
JENS
THRAENHART
CO-­‐FOUNDER
www.ChinaTravelTrends.com
Twi_er:
@CnTravelTrends
/
@DragonTrail
Join
our
Community:
www.Community.ChinaTravelTrends.com
PresentaCons:
www.slideshare.net/dragontrail
Rela=onships
with: