Mailman Group Case Study: Promoted Posts on Weibo with the UFC
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Transcript of Mailman Group Case Study: Promoted Posts on Weibo with the UFC
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Using Promoted Posts on Weibo Case Study: UFC
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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
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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
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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
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The first factor is fairly simple- the more followers you have, the more it costs
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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.
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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.
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It's also important to note that the time of day is also an important factor in reach
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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
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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
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Here's a MAILMAN case study that shows how using promoted posts increased a client's
exposure by
and helped their fanbase.
40%doubledouble
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The UFC has recently relaunched on Chinese social media with Mailman Group
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With traditional MARTIAL ARTS ingrained into the fabric of Chinese CULTURE, the sports modern counterpart is very appealing to a
Chinese audience.
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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.
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days into the campaign, before paying for a
promoted post, the campaign saw a reach of
29,000...not bad.
4
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On the fifth day
we spent 280 RMB for a promoted post. later, the exposure jumped to
50,000
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The exposure of the post eventually reached
and the fanbase is now at
102,50059,617FANS