Embed Size (px)
DESCRIPTION
Mailman Group shows you how to create a promoted post on Weibo and gives a case study from a UFC campaign.
Citation preview
Using Promoted Posts on Weibo Case Study: UFC
Just like & , Chinese social media platforms allow you to
promote posts to increase reach and followers.
On , promoted
posts will be seen on the news feed of all fans for
FACEBOOK TWITTER
By increasing
the number ofyour existing fans
who see a post and engage with it, you’ll also reach a larger number of potential fans who will
see their friends’ activity
You have to pay for a post to promoted, and the cost depends on two factors:
1 2the number of followers you have
the "quality" of the post
The first factor is fairly simple- the more followers you have, the more it costs
The second factor is a little more confusing. According to Sina, the better the post, the
lower the price.
What's "better" is subjective, but it's ultimately up to Sina's moderators.
Fortunately, this factor doesn't seem to play that big of a role: in a campaign for one of our
clients, each post cost the same amount.
It's also important to note that the time of day is also an important factor in reach
CREATING a promoted post
Orange icon in top left corner shows post has been promoted
“推广” button to create promotion. Exposure is shown in parentheses
A box will pop up with the price
TIP: If you own the hashtag used, you can get a discount
Click here to set up the payment
Here's a MAILMAN case study that shows how using promoted posts increased a client's
exposure by
and helped their fanbase.
40%doubledouble
The UFC has recently relaunched on Chinese social media with Mailman Group
With traditional MARTIAL ARTS ingrained into the fabric of Chinese CULTURE, the sports modern counterpart is very appealing to a
Chinese audience.
Mailman's campaign message was simple:
Follow the UFC account and send in your fighting style stance
Before the campaign, the UFC had 36,000 followers.
days into the campaign, before paying for a
promoted post, the campaign saw a reach of
29,000...not bad.
4
On the fifth day
we spent 280 RMB for a promoted post. later, the exposure jumped to
50,000
The exposure of the post eventually reached
and the fanbase is now at
102,50059,617FANS
