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NYCgo Case Study by Mailman X

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Mailman X is a China digital marketing agency for the travel industry. We use big data, machine learning and local insights to deliver rockstar travel marketing programs to the world. Our services include digital marketing, social media, video & live streaming, KOL engagement, media planning and PR. Our clients include shopping, attractions and leading DMO’s such as BrandUSA, NYC & Co and Simon Destinations. We’re powered by KAWO, a powerful engine which drives our planning, collaboration, KPI tracking and insights.

Visit our website for more: http://www.mailmangroup.com/en/tourism/

Published in: Marketing
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NYCgo Case Study by Mailman X

  1. 1. Travel Inspired. NYC & CO CHINA SOCIAL MEDIA CASE STUDY MAILMAN
  2. 2. ©MAILMAN X CASE STUDY 
 ABOUT US Our philosophy: Total transparency Local insights lead Authenticity sells Money matters Planning is winning
  3. 3. CASE STUDY 
 INTRODUCTION ©MAILMAN X NYC & Company is the official destination marketing organization for New York City. They are supported by 100’s of NYC based partners and are charged with growing the visitation in the city.
  4. 4. NYC&Co have a vibrant social media following across Facebook, Twitter & Instagram. They’re all blocked in China - So we bring them to live in China, with a twist. CASE STUDY 
 CHINA BRANDING ©MAILMAN X
  5. 5. We bring NYC&Co to live through Weibo & WeChat. Weibo drives inspiration, while WeChat acts as the official visitor guide with much richer content. CASE STUDY 
 CHINA BRANDING Weibo Website ©MAILMAN X Weibo Mobile App WeChat
  6. 6. OUR GOALS ©MAILMAN X We establish goals which include hard numbers and a softer positioning goal. CASE STUDY 
 Inspire Chinese to visit NYC is our primary goal Grow social media followers across Weibo & WeChat Deliver value to NYC partners Be the best example of Marketing in China for US destination
  7. 7. We then must align on a core positioning statement that will capture the hearts of our future travelers. CASE STUDY 
 POSITIONING ©MAILMAN X
  8. 8. CREDENTIALS There is always something to do in NYC. ©MAILMAN X POSITIONING
  9. 9. ©MAILMAN X CASE STUDY 
 CONTENT PILLARS Through rigorous study we identify our core content pillars and volume of content production associated. Culture Food Entertainment Shopping
  10. 10. INSIGHTS ©MAILMAN X We then study what we know about NYC and how Chinese consumers feel about the big apple. CASE STUDY 
 FIT Loves Broadway TV & Film Drives Traffic to Boroughs NYC Owns Shopping Food Has Transformed Education Drives Families Museums on the Rise
  11. 11. ©MAILMAN X Identify the key obstacles Chinese face when considering going to NYC. These obstacles are used in creative content to dispel or encourage behaviors against them. OBSTACLESCASE STUDY 
 Long and strict process to get a visa Language barrier Long haul travels cause jet lag Can be expensive PAIN POINTS
  12. 12. We now establish on our fan follower KPI which will be featured within our platform and tracked monthly for progress. SETTING GOALSCASE STUDY 
 ©MAILMAN X
  13. 13. And finally we align on our industry benchmarking to ensure we stay on top of our competitors. COMPETITORSCASE STUDY 
 ©MAILMAN X©MAILMAN X
  14. 14. ©MAILMAN X PLANNINGCASE STUDY 
 Now that we have our core brand foundation, we can then move onto planning. Core Positioning Obstacles Content Pillars KPI to Track Insights Benchmarking: US Destinations We now have ready:
  15. 15. ©MAILMAN X CREDENTIALS OUR APPROACH Now it’s time for planning.
  16. 16. ©MAILMAN X PLANNINGCASE STUDY 
 We identify the key date ranges for long haul travel considered by Chinese. It’s these date periods we invest the media dollars and campaign strategy. Chinese New Year – Feb. 2018 National Holiday – Oct. 2018 May Holiday – May. 2018 Summer Holiday – Jun. to Jul. 2018 Christmas – Dec. 2018 *These are our Tier 1 events. We should always be most active 60-90 days before these days.
  17. 17. ©MAILMAN X PLANNINGCASE STUDY 
 With the previous core date periods planned, we look to see what NYC offers during those most frequent travel periods. Lunar New Year Parade & Festival Off-Broadway Week Summer Stage Manhattanhenge Broadway Week
  18. 18. ©MAILMAN X PLANNINGCASE STUDY 
 And more… New York Film Festival US Open Macy’s Thanksgiving Parade New Year’s Eve on Times Square
  19. 19. ©MAILMAN X These Tier 1 events are marked in our planning tab in red to indicate key date periods for travel. PLANNINGCASE STUDY 

  20. 20. ©MAILMAN X Next we begin to input content suggestions 60-90 days prior to these key travel periods, which is considered the consideration period for travel. These content suggestions may act as inspiration for travel to NYC. PLANNINGCASE STUDY 

  21. 21. OUR APPROACH ©MAILMAN X OUR TECHNOLOGYCASE STUDY This post features great food to eat during holidays This post features holiday activity ideas This post features Union Square market as a popular activity to do during the holidays
  22. 22. ©MAILMAN X Larger campaigns are driven for those Tier 1 periods to inspire travel. PLANNINGCASE STUDY 
 Follow and repost to win 3 nights at Hilton in NYC
  23. 23. ©MAILMAN X Next we input as many fixed date events and experiences as possible into our planning. We call these ‘Tier 2’ events which are useful but unlikely to trigger any travel decisions. PLANNINGCASE STUDY 

  24. 24. Tier 2 events are featured in blue. ©MAILMAN X CASE STUDY PLANNING ©MAILMAN X
  25. 25. ©MAILMAN X CASE STUDY 
 PLANNING At this point we have a great foundation of planned activities and content. We’ll then update the planning for 3-4 months at a time.
  26. 26. INSPIRATIONCASE STUDY 
 ©MAILMAN X Before we get started we sync up NYC’s global social media accounts for inspiration.
  27. 27. Our inspiration tab allows us to draw in daily content from NYC global social media feeds in real time. INSPIRATIONCASE STUDY 
 ©MAILMAN X
  28. 28. We also draw inspiration from key Chinese influencers and travel related media. ©MAILMAN X INSPIRATIONCASE STUDY 
 Local ecosystem
  29. 29. CREATING A POSTCASE STUDY 
 This is an example of an Instagram post pulled into our content feed which is then repurposed for China. ©MAILMAN X
  30. 30. CREATING A POSTCASE STUDY 
 ©MAILMAN X Link performance can be analyzed on KAWO to see if certain link loads fast (green) or slow (red) in China.
  31. 31. CREATING A POSTCASE STUDY 
 ©MAILMAN X We use machine learning to inform our team the best time of day to make a post.
  32. 32. CREATING A POSTCASE STUDY 
 ©MAILMAN X In addition approval can be requested if needed by the client. Content tags are added to the post in pink which help our content teams learn what is effective.
  33. 33. CREATING A POSTCASE STUDY 
 ©MAILMAN X Each post is revised many times until it is good to go.
  34. 34. CREATING A POSTCASE STUDY 
 ©MAILMAN X The post is now scheduled and ready to be published at the scheduled time.
  35. 35. CREATING A POSTCASE STUDY 
 ©MAILMAN X Every action is tracked on each post so to ensure complete transparency.
  36. 36. Content is planned a month in advance and is driven by our core brand pillars and strategy. UNDERLYING STRATEGYCASE STUDY 
 ©MAILMAN X Beating those obstacles Promoting the benefits Creating mini campaigns
  37. 37. WORKFLOWCASE STUDY 
 Our content flow follows these steps. When trust is established with client Step 5 is typically gone. Social Media Planner Client Content Editor Social Media Planner Client Content plan Approve content plan Create the post Revise & approve the post Approve & publish the post Step 1. Step 2. Step 3. Step 4. Step 5. ©MAILMAN X
  38. 38. ©MAILMAN X CREDENTIALS OUR APPROACH Now let’s look at reporting.
  39. 39. ©MAILMAN X CASE STUDY 
 The dashboard is our starting point for everything. Clients, our team and management can all summarize how everything is performing from here. REPORTING ©MAILMAN X
  40. 40. ©MAILMAN X CASE STUDY 
 The dashboard features what’s planned for today, tomorrow and a week of events planned. REPORTING
  41. 41. ©MAILMAN X CASE STUDY 
 REPORTING It features the Weibo growth over the past 7 days with KPI’s tracked against that.
  42. 42. ©MAILMAN X CASE STUDY 
 REPORTING It features the WeChat growth over the past 7 days with KPI’s tracked against that.
  43. 43. ©MAILMAN X CASE STUDY 
 REPORTING It features the top post for the past 7 days and media values of the total engagement for the past 90 days. The media value represents the earned media retained in the channels.
  44. 44. ©MAILMAN X CASE STUDY 
 REPORTING Past weekly reports are easily found which allow you to go back to see past activity.
  45. 45. ©MAILMAN X CASE STUDY 
 The Reports Centre features all past week reports, tracks who read each report and comments can be made in the platform. REPORTING ©MAILMAN X
  46. 46. REPORTINGCASE STUDY 
 ©MAILMAN X Each week everyone receives an automated summary of progress. Feedback can be given through the comment section on the reports, saving endless emails.
  47. 47. ©MAILMAN X REPORTINGCASE STUDY 
 Under Reporting there are various options to dive deeper into analysis across social, content insights KPI’s and more. ©MAILMAN X
  48. 48. ©MAILMAN X REPORTINGCASE STUDY 
 Under Reporting there are various options to dive deeper into analysis across social, content insights KPI’s and more. ©MAILMAN X
  49. 49. In the WeChat tab we can learn more about behavioral trends in WeChat. ©MAILMAN X REPORTINGCASE STUDY 
 ©MAILMAN X
  50. 50. ©MAILMAN X REPORTINGCASE STUDY 
 Under Reporting there are various options to dive deeper into analysis across social, content insights KPI’s and more. ©MAILMAN X
  51. 51. ©MAILMAN X REPORTINGCASE STUDY 
 The competitors tracking allows us to find unique insights.
  52. 52. ©MAILMAN X CASE STUDY 
 For example by observing this we can see: • NYC has the highest growth of any US led destination on Weibo for the last 90 days • Chicago although has 2x the followers of NYC, it has 10x fewer engagement • Los Angeles although has 6x the followers on NYC, it has 10x fewer engagement • California is the most active account on social media, yet it delivers 10-20x less engagement than BrandUSA & NYC • San Fransisco is the least active of any major city in the USA, and it has the poorest engagement of any major US city REPORTING
  53. 53. ©MAILMAN X REPORTINGCASE STUDY 
 Under Reporting there are various options to dive deeper into analysis across social, content insights KPI’s and more. ©MAILMAN X
  54. 54. By tagging content we’re able to capture unique insights about content trends in real time. This helps re-crafting a content strategy and can help in campaign planning. ©MAILMAN X CASE STUDY 
 REPORTING ©MAILMAN X
  55. 55. ©MAILMAN X CASE STUDY 
 For example by observing the tagging insights we learn that: Category: Culture • “Attractions” was the top performer, representing +87% better than average, however only used in 4% of all posts published • “Accommodation” performed the worst, -69% lower than average, however the tag was the 3rd most used tag Category: Content • “Introduction” tag performed +134% better than average, but the number of “Introduction” tags used are only half of “Tips” tag’s. And “Tips” tag performed only +24% better than average. • “Greeting” tag was used in one-third of the posts published, but it performed -68% lower than average. Category: Theme • “Culture” tag performed +111% better than other tags, but it was the second least used tag under the category. REPORTING
  56. 56. ©MAILMAN X CREDENTIALS ABOUT US That’s it. Now it’s time to learn a little about us.
  57. 57. CREDENTIALS 
 INTRODUCTION ©MAILMAN X Mailman X is a China performance- led destination marketing agency and marketing platform. We use big data, machine learning and local insights to deliver rockstar travel marketing programs to the world.
  58. 58. INSIGHTS ©MAILMAN X CASE STUDY 
 Research & Insights Planning Digital Management Media Partnership Video Production Our services cover all aspects of the consumer decision journey, to ensure we meet them every step of the way.
  59. 59. OUR APPROACH ©MAILMAN X CREATIVE & STRATEGYCASE STUDY Through a process of understanding your unique attributes and recognizing Chinese cultural motivations, we create your story and strategic framework to 
 build engagement. YOUR UNIQUENESS What about your destination is unique? LOCAL INSIGHTS
 What about your destination are Chinese going to enjoy? ROADBLOCKS
 What about 
 your destination 
 are concerns 
 for Chinese? OUR APPROACH PLAN ANALYZE RESEARCH
  60. 60. OUR APPROACH ©MAILMAN X OUR TECHNOLOGYCREDENTIALS Our Secret Sauce. The powerful marketing engine KAWO, which powers our planning, strategy and thinking.
  61. 61. ©MAILMAN X Thank you. Thank you for taking a walk through our process. We take great pride in our process, which leads to far greater results. For more insights or speak with our team Find us at: Office 308, Bldg A, No. 1199 Middle Fuxing Rd, Shanghai www.mailmangroup.com China based enquires:
 michael@mailmangroup.com US based inquiries: devon@mailmangroup.com

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