Parklu旅游行业KOL营销分析英文版201873122页

*SourcefromPARKLU.com,DataMonitor:2018.5.1-20187.31InfluencermarketingAnalysis30,000+KOLs500M+consumers11platformsPARKLU.comChinaInfluencerMarketingPlatformIncludingBeauty,Fashion,Travel,Fitness,Foodandmore.PARKLUselected20traveldestinationsfromaroundtheworldwhoarecompetingfortheChineseconsumers’attention.Wemeasureatten-tionbasedonInfluencermentions,audiencereach,socialengagement,andtotalmediavalue.UsingPARKLU’sanalyticsplatform,weareabletomonitortheactivitieslevelsofour3500+travelinfluenc-erdatabaseacross11socialmediaplatformsforanybrandsellinginChina.PARKLU’sexpertteamofmarketanalystsinterpretthedataintoactionablefindingsforindustryleadingbrands.PARKLU’sanalyticstoolallowsustoidentifytrends,monitorperformance,andexportcustomersentimentthroughvariousinfluenceractivities.FeaturedBrandsDataTrackingEvaluationDataAnalysis*SourcefromPARKLU.com,DataMonitor:2018.5.1-20187.31/TraveldestinationsEuropeAmericaasiaOceaniaTokyoSeoulSingaporeBangkokBaliTurkeySydneyNewZealandParisLondonSwitzerlandGreeceIcelandMoscowMilanLosAngelesNewYorkMexicoHawaiiBostonEuropeAsiaAmericaOceania/TOPTravelBrandsonSocialMedia*BrandshavebeenrankedaccordingtothenumberofKOLmentionsacrossPARKLU’s11supportedsocialmediaplatforms.1•Asoneofthemostpopularplatformsforsharingtravelexperiences,tips,andphotos,Mafengwoistheper-fectspotforKOLstosharecontent.KOLscanevenselecttoautomaticallyreposttheirarticlesontoWeiboandothersocialmediaplatformswithaMafengwobuilt-infeature.•Mafengwo’sofflineExperienceroom2.0*isasetdesignedwiththetheme“traveltheworld,”housing12pic-turesquebackdropswithinteractiveanddecorativeelementsdesignedespeciallyforKOLstocreatecontent.Mafengwo299•BecauseCtripisChina’slargestonlinetravelagency,KOLsfrequentlytagCtripintheirdiscussionsaboutbookingticketsandothertopicswhiletraveling,addingtothebrand’sexposure.•In2018,Ctripsponsoredcelebritiesonadivingtriptocleanthebeach-esofManado,Indonesia.Airbnb’sWeibohashtag#爱彼迎故事#(TheStoryofAirbnb)and#遇到，想不到#(MeettheUnexpected)arepopularamongmanytravelKOLs.TheappealingphotosandinterestingstoriesinthepostshaveattractedalotofattentionforAirbnb.RelatedArticles2ctrip228RelatedArticles3airbnb146RelatedArticles*BrandshavebeenrankedaccordingtothenumberofKOLmentionsacrossPARKLU’s11supportedsocialmediaplatforms.789104BMW144RelatedArticles5HYATT109RelatedArticles•WhentheBMWX3wasreleased,travelKOLssharedtheirtravelexperiencesonvarioussocialmediaplatforms.•InJune,BMWhostedalaunchpartyunderWeibohashtag#BMWX2PLAY-GROUND#,invitingKOLstopersonallyexperiencetheirnewcreation.•HyattGroup’sanniversarycelebrationinJulyboostedtheirsocialmediaexposure.•HyattvigorouslypromotedseasonalofferingslikeSummerSetMealsandFamilySetMealsonsocialmediawithpaidKOLcampaigns.6MIDTOPMICRO/influencermentionsUnit:KOLHowmanytravelKOLshavementionedthedestination?*Micro/Mid/TopKOLinSocialMediaPlatform100K-300K/300K-800K/800K+5K/5K-20K/20K-50K20K/20K-80K/80K-300K*SourcefromPARKLU.com,DataMonitor:2018.5.1-2018.7.31/influencermentionsHowmanytravelKOLshavementionedthedestination?*Micro/Mid/TopKOLinSocialMediaPlatform100K-300K/300K-800K/800K+5K/5K-20K/20K-50K20K/20K-80K/80K-300K*SourcefromPARKLU.com,DataMonitor:2018.5.1-2018.7.31Unit：KOL&%Engagementrate=Engagement(like,comment,repost…)/ReachReach:ThetotalnumberoffollowersofalltheKOLswhohavementionedthebrandHowmanypeoplewerereachedbyKOLs?ReachEngagementrate/reach&engagementrate*SourcefromPARKLU.com,DataMonitor:20185.1-2018.7.31Unit:PostWEIBOWEIXINXIAOHONGSHUThenumberofpostsmentioningdestinationsonthesocialmediaplatforms?/SocialMediadistribution*SourcefromPARKLU.com,DataMonitor:2018.5.1-2018.7.31Unit:YuanThemediavaluemetriccomparesinfluencergeneratedactivitytosocialnetwork’snativeadvertisingfeestructuresandormediabuystantardpricingWhatwastheMediaValuecreatedbyKOLsfordestinations?/Mediavalue*SourcefromPARKLU.com,DataMonitor:2018.5.1-2018.7.31/baiduindexBaiduIndex*SourcefromPARKLU.com,DataMonitor:2018.5.1-2018.7.31BaiduIndexissourcedfromBaidu’sofficialkeywordsearchenginedata.Baiduuseskeywordsasthestatisticalobjectsandcalculatestheweightedsumofsearchfrequency.WeChatIndexissourcedfromWeChat’sofficialindexdata.WeChatuseskeywordsearchesandkeywordmentionsacrossofficialaccountarticlesandarticlespubliclyforwardedontheplatform./WeChatindexWeChatIndex*SourcefromPARKLU.com,DataMonitor:2018.5.1-2018.7.31/PopulartopicsDouyin’sMostPopularForeignTravelDestinationsInterlaken,Switzerland,Greece’sShipwreckBeach,Cappadocia,Turkey…ChinesePassport’sRiseinPowerChinese-passportholderscannowtraveltoAlgeriaandBosniawithoutvisaWorldCup’sHottestTravelDestinationsRussia,Brazil,Iceland…BestDestinationstoEscapetheSummerHeatNorway,Nice,Queenstown...BoracayTouristspotsopeninginOctoberCNN’sPicks2018TopTenTravelDestinations*SourcefromPARKLU.com,DataMonitor:2018.5.1-2018.7.31/TopmentionedCategoriesTravelKOLsmostfrequentlymentionedbrandsrelatedtotransportation(airlines,automo-bilesetc.),hotelsanditsameni-ties,travelwebsites,andotherrelatedkeywords(e.g.luggage,creditcard).*SourcefromPARKLU.com,DataMonitor:2018.5.1-2018.7.31Travelwebsites(o