upgrading smart travel with tencent
TRANSCRIPT
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Upgrading Smart Travel with Tencent
2021.8
Agenda
• Introduction to Tencent IP universe• Meet Tencent video / Talent / Sports / Music
Part1 Post pandemic travel trends & Introduction to Tencent
Part3 Connecting consumers with in-depth content creation
Part2 Smart tourism solution in 4 steps
• WeChat Ads• Plan / do / reapplication / measurement
Part4 Q&A
• Intro to Tencent Marketing Solution and Tencent Cloud• Updates on WeChat Ecosystem
Post pandemic travel trendsTo plan dream-tripsMillennials took more leisure tripsDomestic travel is recovering
• Internet-led Transformation across People’s Life
• Tourism Revenue during the Tomb-Sweeping Day and Labor Day Rebounded to 56.7% of 2019 level
• Over 102 million people traveled during the Tomb-Sweeping Day, recovered to 94.5% of 2019 level
1月 2月 3月 4月 5月 6月 7月
Outbound Travelers’Insight：
69% upscale consumers
58% own bachelor degree or above
60% are married，35% are single
Most of them age 30-34, then 25-29
62.45% come from 1st and 2nd tier cities
Search data shows the curiosity for destinations “heart is far away”
Macau
Korea
Japan
ThailandUKSingaporeMiddle EastOutbound
TEGTechnology Engineering Group
WXGWeixin Group
IEGInteractive Entertainment Group
PCGPlatform & Content Group
CSIGCloud & Smart Industries Group
CDGCorporate Development Group
Company Structure
Industrial Engines
Eco-system
Technical Base
Helping our clients from different industries to speed up their digital transformation with innovative solutions leveraging on Tencent’s technical capability and ecosystem
Industrial Clients
Developers
Partners
Tencent Cloud
Internal Ecosystem External Ecosystem
Mini program Official Account
PaymentWeCom
Contents
Channels
SaaS Partner
Marketplace
Compute Security AI Big Data
Blockchain IoT Location Service
Smart Media Smart Retail Smart HealthCare
Smart Manufacturing Smart Tourism Smart Education
Smart FinTech
Tencent Cloud: The Technical Base and Connector
We provide Marketing-as-a-Service to maximize LTV
from branding and programmatic media buying
Help brands to gain real growth
Tencent Marketing SolutionCore Competence
Tencent Covers Full Aspects of Chinese Digital Life
10
Q Zone
Moments
QQ Video
QQ Game
Penguin Pictures Tencent News
KuaiBao
Tencent Sports
QQ Stocks
QQ Browser WeChat Pay
Applications Tencent Map PC Manager
QQ Mail
JD58 City
DianPingDiDi eLong
LEJU
Tencent
Messenger Facebook
WhatsAPP Instagram
Netflix Youtube
EA GamesPandora
CNN News
BBC News
NBA Live
Stocks
Chrome
Google Play
Paypal
Google Maps
Gmail
Norton
Uber Yelp Booking
AmazonCraigslist Redfin
Global
Social Networking Entertainment Information Software & Tools Investment & Cooperation
Source: Internet Trends 2017, Mary Meeker & Tencent 2019 Internal Data
617 MillionQQ MAU Accounts
1.21 BillionWechat MAU Accounts
80 MillionHonor of Kings DAU AccountsDaily income: $14 M
213 MillionTencent Video & QQ Music subscribers
Tencent Products Cover 98% of Chinese Netizen and 60% of Online Time Spending
Fee-based VAS subscriptions
Digital Content Leader: 10 Major Components Distribution
IP
���
Tencent Video: No.1 China Online Video PlatformMAU 600M+, owning 120M+ VIP subscribers
Live Broadcasting Platform covering areas of social, sport, e-sport, etc. Over 2mil broadcasting hosts of Penguin E-sport platform.
Tencent UGC & PGC Short Video Content Sharing PlatformChina's largest Chinese language portal site, QQ.com 700Mn UV Monthly
No.1 Gaming Company in the World
21.4 Bn Monthly Active Users
No.1 Domestic Animation & Comic PlatformTencent Video Animation Channel 2.5bn VV Monthly, Ranks No.2
TME 3 Main APPs User Coverage 646Mn MAURanks No.1 in China, owning 50M+ VIP subscribers
Total Monthly User Reach through Social News Push 700M+ Total Media Daily Active User 140M+
Tencent video mobile users CoverageRanks No.1, 1.81Bn UV Monthly 82 Mn Paid Members
News
Game
Literature
Animation
Music Sports
Live
Film
Video
ShortVideo
Social
Music
Entertainment
Game
News
Tools
TARGETING THE NEWAUDIENCE
CONVERTING THE REGULAR CUSTOMERS
We Built User-Centric Organic Growth Model for Tourism Industry
Official website丨mini-program |
Official accounts丨 APP
OTA
Amusement parks– world-famous
Tourism Boards
Hotels & Resorts
Travel Agents
Cruises
domestic-famousTourist Attractions5A 4A nature resorts / parks
tickets丨travel products
| QR-code access
Airlines
Introduction to WeChat
Latest Key Data of WeChat
WeChatMAUs
Monthly activeusers of WeChat
1+billion
*数据来源：2020Q1业绩公告
MomentsDAUs
780+million
Daily active users ofWeChat Moments
Mini Program DAUs
400+million
Daily active users ofMini Program
Daily active readers ofWeChat Official Account
360+million
WeChat SearchMAUs
500+million
Monthly activeusers of WeChat Search
WeChat Users Connected and served
by WeCom
400+million
WeChat Official AccountDARs
WeChat Is A Lifestyle: Connecting Users with All-Day and All-Scenario Services
Entertainment
Lifestyle
Consumption
Offline
Public Services
Online
Connecting consumers to merchants and brands
Connecting governments and social services
To ConnectAll
content
14
payment
services
Rich Interfaces of Mini Programs Provide Diversified Scenarios for the Tourism Industry • Transactions in WeChat have doubled to 800 billion Rmb in 2019
Moments
Scan
Search
WeChat payment
WeChat card package
WeChat members
Enterprise WeChat
Native interfaceCRM
salessales
exposure
traffic
traffic
sales
traffic
sales
CRM
customer service
CRM
sales
Equip the tourism industry to attract traffic, sales, CRM and customer service across different scenarios
Mini Programs scenarios for tourism industry
Before traveling
En Route
Reservation
• Multi triggers from chatting and reading scenarios
• Browsing and shopping in mini programs• Live broadcast and conversion from mini programs
• Groups, cards and vouchers (WeChat payment)• MGM, WOM, social sharing
exposure
• Air ticket, train ticket, ticket, hotel reservation
• Subscribe to messages and pay attention to official accounts
• Customer service news, shopping guide assistant
Rich components
• No need to download
• Satisfy the immediate needs
• Lightweight• Satisfy the needs en route
• Airline, OTA, hotel and other member services
• Add-on functions• Itinerary service• Smart guide
Mini Programs Satisfy Needs from Planning to Landing
OTA & tourism boards Airlines Tourist attractions Duty free shopping Local restaurants
WeChat Mini Program is a cloud-based light application within WeChat, which provides capabilities similar to app but does not require users to download.
• WeChat Pay• User Information
• Notifications
• QR Code• Ads
• Live-streaming
• Custom Service• Geolocation
• ...
• E-commerce• Media• Health Care
• Finance• Tourism• Real Estate
• Education• Recreation• ...
Rich Capabilities
Rich Services Categories
Content / Service Distribution based on the largest Social Network in China
Launch on Tap / QR CodeNo download / install needed
WeChat Mini Program
Super connector
• multi-traffic aggregation tool from brand marketing to performance
From branding to performance
Celebrity endorsement
Content creation
Topic selection
Coupons
Leads gathering
GMV increase
Streaming to sell
WOM
Branding
Daily Check in
……
……
Carrying traffic to search from outside WeChat
Instant channel for distant scenarios
Shortest Mini program routes
Search valueFor brands
……
Live streaming / activities
• Aggregate outer & distant traffic to provide users the shortest routes to brand services
New Capabilities: WeChat Search Value Proposition
Marketing
————Brand operation————————Public traffic————
Interveneassociative words
When users type in, customized search
associative words will appear to attract
users to click.
Guide consumers to search expansive phrases
Fast track to search, multiple key works connecting
Universal search entry points
Based on rights of official brand zone,
users can directly access the brand zone
by one search
Key Words
GUCCI 古驰 古奇
GUCCI包 古驰包包
Search in discover page
New Capabilities of WeChatSearch : A New Battleground in WeChat Ecosystem to Build a Brand
New Capabilities of WeChat: SearchOfficial Brand ZoneReach Every Touchpoint to Convert New Customers and Retain Existing Ones
Flexible functions:coupons/tickets
e.g search strategy for theme parksbefore： buy tickets（or annual pass）
reservation codetransportation
In the park： guides/AI/maps/restaurants
After: official store, accounts, web
Entry to official pageOfficial accountsMini programsShort video accounts
Continue upgrading…
Standard type A Official brand zone A brand zone featuring tourism industry
New Capabilities of WeChat - Short Video AccountThe Next Big Thing on Brand Campaign
Content accumulationü Recognized official accountü More convinced information
Fans gatheringü Nurture loyalty for users to follow the account and stay tuned
Social interactionü Users can interact by likes, comments, and UGC
40+ tourism boards For branding purpose For sales purpose
Agenda
Part1 Introduction to Tencent
Part3 Connecting consumers with in-depth content creation
Part2 Smart tourism solution in 4 steps
• WeChat Ads• Plan / do / reapplication / measurement
Part4 Q&A
• Intro to Tencent Marketing Solution and Tencent Cloud• Updates on WeChat Ecosystem
• Introduction to Tencent IP universe• Meet Tencent video / Talent / Sports / Music
Most Lovable Tourism WeChat Campaigns from 2020 to 2021
Top Creative Foreign Tourism Board Campaigns
Time： 2021-03-10 ~ 2021-03-14
Above industry average120k vv 50k likes
New Zealand’s swiping card ads
Channel live streaming through moment ads
Dubai always on moment ads + OA banner
2.Identify KPIs and Buying Type
High quality WeChat ad scenarios• Every day, 780 million people enter moments, and each person views more than a dozen times
• A total of 400 million DAU, a total of 20+ million active official accounts
• Strict censorship of advertising content, low frequency of ad push
WeChat ads are easier to spread through closed networks • Travel is mostly among relatives, friends, and colleagues with a strong social nature
• WeChat ads have innovative features such as @advertiser, @friend, xx friend may have seen to enhance user participation
• Moments prioritize exposure to "high influence users", and spread to their friends
• More interactions such as likes and comments will boost their friends' participation in the ad
Advantage1
making ads closer to real life
Advantage 3making users to be evangelists
Accurate data orientation efficiently reach TA
Basic dimension: basic orientation, interest orientation, LBS orientation, etc
Customized industry population: where do you want to go/have been to, fans, etc
Specific group extension: groups that highly lookalike the target audience's portrait
Advantage 2
making ads to meet the right TA
WeChat Ads3 Unique Advantages Make WeChat Ads the Most Effective Tool for Tourism Clients to Communicate
WeChat users Ad groups
Customized groups
WeChat AdsSocial Scenarios
Official Account Ads Reading Scenarios
Classic approach:Regular ads, Basic Card Ads, Full-frame Card Ads
Creative approach:Multiple pictures, Selective Card Ads, voting topic
Social approach: @ Interaction, Probably Seen by XX Friends
Ad formats：Banner ads, in-text ads, pre-roll ads
3 major modes：mode A: massive exposure to interest groupsMode B: mutually selective articles to promotemode C: bulk buy high quality accounts
Ad formats：Mini program banner ads, rewarded ads
2 major modes：Mode A: massive exposure to interest group
Mode B: customized mutually selective mini games
Mini Program Ads Application Scenarios
WeChat AdsTOP 3 Advertising Products Equip Tourism Industry with Various Functions
Regular Image-text / Video Ads Basic Card Image-text / Video Ads
WeChat Moment Ads Common Styles and Limits
Regular Ads
Selective Card Ads Full-frame Card Ads
Long-click Ads
Panoramic Card AdsChannel Ads Reserve / Watch
Swiping Card Ads
1 Million
2Million
Social Functions:Celebrity Engagement/First
Comment@ Interaction
WeChat Moment Ads Advanced Styles and Limits
3Million
Carousel Ads Reversal Ads
5Million
Click to view
Exclusive Olympic Champion Ads
Promote Channel
1.Promote channel video 2.Promote livestreaming 3. Reserve livestreaming
Options: regular text-image/full-frame / Carousel ads
Cost Options: Contract buy / bidding ads
PLAN
REAPPLICATION
User portrait insightunderstanding tourists
Sophisticated operationsTo manage customers assets
Arrival coefficient & admission cost
1
23
4Travel behavior predictionResearch on user decision chain
Vertical label customized data serviceStar number chart
DO
MEASUREMENT
Tencent All-Touchpoint Smart Journey Solution
• No first-hand data to know adequately on customers
challenge 1 challenge 2• Hard to track and analyze
1 PLAN Precise Orientation: Selected Tourism Audience in Two Dimensional Space
two-dimensional space
Trackposition
TrackMind
Location big data Social big data
Judge the travel history and frequency of users
been To go
search
browse
follow
Capture online behavior and predict user needs and wishes
The key decision-making chain is involved in marketing
Precise Orientation: Starting from Understanding Users' Geographic Location Transfer
cornerstone of the Tencent big data
IP WIFI LBS Latitude and longitude POI
At the momenthave been Local residents
travel resident
…The underlying location information also comes from Tencent big data
Tencent location big data is not only But alose
50 billion times / day
collection understanding judgment
2 DO： Find Diverse Tourists Audience and Engage with Them Personally
Theme
Regional Tours
Domestic
Outbound Airway
HotelUID
ContinentsCountries
Oceans Islands
Northern RegionsEastern RegionsSouthern Regions
ProvincesCities
Airline FansFrequently Travelers
StayedFavoritePlanning
Theme ParksOutdoor ActivitiesFine DiningPhotography
Total interactionCTR >18%
CTR>7%
>11.7s
Hilton Hotel:The sliding style perfectly fits the tearing effect, inviting users to fly "open new expectations" immediately before the festival. In recent years, the interaction effect of advertising interaction crowd / one party crowd / luxury brand crowd is the best
Total interactive click through rate pv
>18%
DREAM Trigger desireBrand H5 Link: Slide Interaction to Connect Hilton Target Users with Surprises
H5 conversion link
exposure
click
browse
Per capita stay of users
MAKE it viralMini Program Strategy: Land Promotion through Mini Program To Deliver MGM Effect
advertisement open mini�programs� Browse / forward
exposure
click
Installation (independent UV)
Authorized login
interaction
UV cost
Forward friends fission
Authorized login of friends
Conversion link and conversion rate of mini program
interaction
exposure
click
follow
Auto reply / tweet
The official account link to mini program
Fans cost 10~20￥
Register / place an order
Clubmed adds flour in off-season and sells tickets in peak season through ocpm intelligent delivery mode
Advertising exposure Auto tweet Menu drain to mini
program
Official account and conversion link and conversion rate
Efficiency The Official Account Add-fans Method + Always On Strategy
Advanced strategy 2. Marriott Segments Skus to Match Specific TA Groups and Expand TA Pool
• Refine the features and highlights of Marriott products, and use different materials for different groups of people to achieve creative touch, which will affect potential interested users for a long time and turn them into loyal fans
Thailand tree house ad British castle ad
+32%Total interaction lift
+14%Total interaction lift
+15%Total interaction lift
Customizeddatastrategy
Japanese machiya ad
Customized group: different creative materials to target different customized groups, e.gAirbnb’s Japanese machiya ad image for Japanese interest groups, Thailand tree house for Thai interest and adventure interest groups, British castle material for British interest groups, etc.Tag: select travel groups
Before After
Advanced strategy :3. Airbnb Improves Bidding Competitiveness from Customized Audience Group
Advanced strategy :4. Social CRM Solution
Customer Data Platform Customer Experience Management Customer Engagement & Service
• Customer Profile• Segmentation &
Label
Customer 360 Marketing
Landing Page
Digital Experience
One Service• Preference• Recommendation• Customer Value
One ID
• ID Mapping• Multi-source
consolidation
One Data• Data Production• Data Migration• Data Standardization
• Omni-channels Marketing
• Precision Marketing
• Marketing Automation
Message ChannelsDeliver Message
Social Media Channels
PurchaseAttract
Feedback
Registration / Member
ShareExperience
WeChat Mini Program
Referral
Viral marketing
Conversion
Repurchase
Retention
Re-activate
Third party AdsOnline Live Commerce
Vouchers Gift for Buying
Value Card Sign-in Gift Vouchers SMS Rewards Shop
Membership Privileges
Points Redemption Time-bound Sale
Sharable Red Packets Gift for Sharing Resell Staff Marketing Tools
Offline POS
Grouping
Gift for New Customer
Coupon Personalized Recommendation
Lucky Draw Daily-Sign-in Tasks
Multi-Channel， multi-format member operation
Customer Acquisition from online and offline
Multi-channel re-activation
Segmentation
Ads Kiosk
Applications
Member Discount
Service Notification
Customer Experience Management
One Data
Data Source
Customer Insights Customer 360 View Customer Analysis Dynamic Product Ads
One ID ID-Mapping
Membership Behavior Spending Activity Customer Leads
Tier PointsVouchers
VisitsBrowsesClicks
ServicesProductsBilling
CampaignsRegistrationLucky Draw
PersonalHouseholdFamily
LeadsIntentionFollow-up
ERP CRM WeChat Mini Program Marketing Channels
Metrics
Model
Data Synchronization
Development
Job Scheduling
Warning
Data Research & Development
Customer Profiling User Metrics Recommendation Customer Value Model Life Cycle
Other Channels
Applications
One Service
Customer Data Platform
Agenda
• Introduction to Tencent IP universe• Meet Tencent video / Talent / Sports / Music
Part1 Introduction to Tencent
Part3 Connecting consumers with in-depth content creation
Part2 Smart tourism solution in 4 steps
• WeChat Ads• Plan / do / reapplication / measurement
Part4 Q&A
• Intro to Tencent Marketing Solution and Tencent Cloud• Updates on WeChat Ecosystem
Content marketing
Authorizedcooperatio
n
Star cooperatio
n
Awareness Acceptance Passion Trust
Perfectly combinedDisplayed anywhere
Very creative
Star endorsementSponsoring activities
Collaboration
Authorized communicationAuthorized products
Authorized space
IP
Unlocking the business value of IPDeveloping an emotional bond between users and brands
Games Comics Literature Films & television
Music E-sports
Enhancing brand exposure and preference with IP
S+�levelSelf-madecopyrights
2021��Q1-Q4
以上片单以最终上线时间为准，持续更新
《有翡》 《千古玦尘》 《长歌⾏》 《皓⾐⾏》 《镜·双城》 《斛珠夫⼈》 《雪中悍⼑⾏》
《扫⿊风暴》 《你是我的荣耀》 《三体》 《繁花》 《⾦融街恋⼈》 《爱的⼆⼋定律》
《你是我的城池营垒》《谢谢你医⽣》 《乔家的⼉⼥》 《纵有疾风起》 《庆余年2》 《四⼗正好》 《欢乐颂》3、4、5
Topcopyrights
二十不惑
冰糖炖雪梨
完美关系
下一站是幸福
重启之极海听雷第一季
清平乐
以家人之名
安家
隐秘而伟大
三十而已
2020 Top long-video traffic
数据来源：【艺恩《2020年国产剧集市场研究报告》】
《余⽣请多指教》
Tencent Video: Meeting Platform for the Young
123 millionPaid Member
74.4%18-35 years old
45%The 90s
500+ million MAU
Tencent video gained both New user acquisition and retention
New VIP subscribers show an increase in younger people who
live in lower-tier cities
Source: 2020Q3 Tencent financial report
Increases in top membersVIP level steady moves to higher levels
Level V3 and above
60%+
VIP innovative products keep expanding2020 Revenue increased 300%
compared to 2019
Single unit pay
Content/knowlepay
novels comics
Mini penguinamusement
parkprops …
Fee-based VIP subscribers reached 120 MillionCovering 100 minutes of watching per person per day
Entering the new era of tv drama marketingFrom the discussion of Controversial social topics to promote values with brands to communicate with audiences
Love storyFriendship�
Joy of LifeI Will Find You a Better Home Nothing
But ThirtyB R A N D
DouluoContinent
The Oath of Love
Legend of Fei
The Young The mature
The Her
Legend of Xiaochuo
life�apperceptionmotivational
Talent Scout & Celebrity Endorsement INTO1 group, an international boy group debuted in Tencent Video International youth cultural exchange boy group growth variety CHUANG 2021on April 24, 2021.
INTO1 means that different individuals from different places have become a unified whole, grown into No.1, and international No.1.
Click to view
New Product Promotion
Short-termEndorsement
Individual / Team Endorsement E-commerce Events
Events Sponsorship PortraitAuthorization
Collaboration options:
Sports:Tencent is 2020 Tokyo Olympics and 2022 Beijing winter Olympics Rights Holding Broadcaster
German World Cup
Beijing Olympics Tencent sports
founded
• 2006
2003
• 2008
• 2010
South Africa World Cup
• 2012
London Olympics
• 2013
Signed as the exclusive media
partner of Chinese Olympic Committee
（COC）
• 2014
Brazil World Cup
• 2015
NBA 10 years exclusive
• 2016
Rio Olympics
Russia World Cup
• 2018
4 times world cups + 4 times Olympics broadcast experience made Tencent the top sports media
• 2019
Basketball World Cup
NO.1views impact Fastest repot news interaction Champions’ interviews
Marketing�technology
Music�Product�Innovation� Explore�New�Frontiers
Music�Content�Marketing
Music:Tencent Music Entertainment Group Activate the Youth by Innovation, Content and Data to Build a Unique Music Entertainment Ecosystem
Q&AAppendix
And more to come⋯
Bidding ads success formula （influence factors）
Q: how to improve exposure competitiveness of my ads?
A: By using oCPA strategy exposure competitiveness （eCPM）influence the level of exposure and the ability to convert TA
eCPM=CTR*CVR*bidding price Increase eCPM
CTR
copy
picture
TA
price pricing
CVR
Speed on loading
Creative relevance
Showcases：Top creatives from Dubai 2020-2021WeChat moments
OA Banner
New Zealand Tourism Board
Time： 2021-03-10 ~ 2021-03-14
CTR：1.3%
直播时长8小时，拉长直播时长，获得较充裕的广告曝光时间，提升曝光性价比；
Short video streaming： New Zealand Reached TA from Newest Ad Format
Using TA groups and 8 hours live streaming to maximize campaign volume and enlarge investment.
Spent 20% on reservation Spent 80% on live streaming
120k vv 50k likeslucky draw for interaction
8 hours at various spots
1 day in advance for reservation
German National Tourism board small budget trial for big impact
Tourism Australia OA creatives：customize different TA group to specific
themes, average cost -40%
Saudi Arabia Tourist BoardTime： 2021.01.19-2020.04.04
Objective：brand promotion
Ad placement：moment regular ads
(pic)
Ctr：1%
Time： 2020.06.23-2020.07.09
Objective：brand promotion
Ad placement：pre-roll of video in
OA articles
Ctr：1%
DCT 2019-2020 Review
Moment ads – contract buy
Ctr: 1.74%
Moment ads – contract buy
Ctr: 1.61%
Outstanding Tourism Industry Showcases of CTR 3% +
Useful Checklist1.Identify your identity (domestic or foreign)Then open official account/ Mini program / Channel account, etc.Get verifiedThen Open WeChat Advertiser functionGet verified
Useful links:腾讯广告官网https://e.qq.com/ads/
签约服务商查询https://e.qq.com/ads/helpcenter/detail?cid=545&pid=1991
港澳台及海外服务商listhttps://e.qq.com/ads/helpcenter/detail?cid=544&pid=1990
【腾讯文档】微信广告常用文档https://docs.qq.com/sheet/BqI21X2yZIht1IhmQt1GkV7b0ljWCg3fX8MK0nA7Gl2yoHGl1IQmKC2Cjyb92j1Jpd0p12U64GLX7H3jfPjx0
【腾讯文档】【对外】旅游行业视频号直播投放最全指南https://docs.qq.com/sheet/DZElnb0ZqRlpObEZJ
Contact Us
Irene He Senior Sales Manager, Tencent Marketing Solution
Ken SiowRegional Director Southeast Asia and General Manager (Singapore) at Tencent Cloud International