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2010 Asian Travel Engagement Report

2010 Asian Travel Engagement Report

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Published by ricshreves
The first formal examination of how Asia travel brands are adopting social media marketing. Based on extensive research, this 60 page report covers adoption patterns and best practices.
The first formal examination of how Asia travel brands are adopting social media marketing. Based on extensive research, this 60 page report covers adoption patterns and best practices.

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Published by: ricshreves on Apr 30, 2010
Copyright:Attribution Non-commercial

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05/12/2014

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This white paper is released under the terms of theCreative Commons Attribution-Noncommercial License (3.0)i. Your use of this document is subject to this
license.
You are free:
\u2022to Share -- to copy, distribute or transmit this paper
\u2022to Remix -- to adapt this paper
Under the following conditions:
Attribution. You must attribute the work in the manner specified by the author or licensor (but not in any way that suggests that either the author or water&stone
endorse you or your use of the work).
Noncommercial. You may not use this work for commercial purposes.
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For any reuse or distribution, you must make clear to others the license terms of this work. The best way to do this is with a link to this web
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Any of the above conditions can be waived if you get permission from the copyright holder.
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Nothing in this license impairs or restricts the author's moral rights.
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Please attribute this work in the following fashion: "2010 Asian Travel Engagement Report, water&stone (2010)."
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The logos and service marks of the various brand/products used in this document belong to their respective owners. Their use in this document
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Table of Contents
Section 1: Executive Summary
4
Section 2: Engagement & Activity
5
A Snapshot of Social Media Use in the Asian Travel Market
5
The Top 25 Engaged Brands
10
Assessing the Quality of Engagement
18
Conversation Leaders
19
Conversation Participants
19
Broadcasters
20
Section 3: Lessons Learned
21
Market Strategy
21
Consolidated (Brand) Approach
22
Products Approach
23
Markets Approach
25
Execution Challenges
27
Brand Confusion
28
Page Jacking
31
Abandonment
34
Best Practices
37
Facebook
37
Twitter
46
YouTube
51

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