Find out how Mailman X led NYCgo to be the #1 most engaged tourism account on social

1. Travel Inspired.
NYC & CO
CHINA SOCIAL MEDIA
CASE STUDY
MAILMAN

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CASE STUDY ABOUT US
Our philosophy:
Total
transparency
Local
insights lead
Authenticity
sells
Money
matters
Planning is
winning

3. CASE STUDY INTRODUCTION
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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. 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
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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
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Weibo Mobile App WeChat

6. OUR GOALS
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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. We then must align on a core
positioning statement that will
capture the hearts of our future
travelers.
CASE STUDY POSITIONING
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8. CREDENTIALS
There is always something
to do in NYC.
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POSITIONING

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CASE STUDY CONTENT PILLARS
Through rigorous
study we identify our
core content pillars
and volume of content
production associated.
Culture
Food
Entertainment
Shopping

10. INSIGHTS
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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

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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. We now establish on our fan follower KPI
which will be featured within our platform and
tracked monthly for progress.
SETTING GOALSCASE STUDY
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13. And finally we align on our industry
benchmarking to ensure we stay on top
of our competitors.
COMPETITORSCASE STUDY
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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:

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CREDENTIALS OUR APPROACH
Now it’s time for planning.

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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.

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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

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PLANNINGCASE STUDY
And more…
New York Film Festival
US Open
Macy’s Thanksgiving Parade
New Year’s Eve on Times Square

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These Tier 1 events are marked in our planning tab
in red to indicate key date periods for travel.
PLANNINGCASE STUDY

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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. OUR APPROACH
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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

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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

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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. Tier 2 events are featured in blue.
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CASE STUDY PLANNING
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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. INSPIRATIONCASE STUDY
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Before we get started
we sync up NYC’s
global social media
accounts for
inspiration.

27. Our inspiration tab allows us to draw in daily content
from NYC global social media feeds in real time.
INSPIRATIONCASE STUDY
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28. We also draw inspiration from key Chinese
influencers and travel related media.
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INSPIRATIONCASE STUDY
Local ecosystem

29. CREATING A POSTCASE STUDY
This is an example of an
Instagram post pulled into
our content feed which is
then repurposed for
China.
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30. CREATING A POSTCASE STUDY
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Link performance can be
analyzed on KAWO to see
if certain link loads fast
(green) or slow (red) in
China.

31. CREATING A POSTCASE STUDY
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We use machine learning
to inform our team the
best time of day to make
a post.

32. CREATING A POSTCASE STUDY
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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. CREATING A POSTCASE STUDY
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Each post is revised many
times until it is good to go.

34. CREATING A POSTCASE STUDY
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The post is now
scheduled and
ready to be
published at the
scheduled time.

35. CREATING A POSTCASE STUDY
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Every action is tracked
on each post so to
ensure complete
transparency.

36. Content is planned a month in advance and is driven
by our core brand pillars and strategy.
UNDERLYING STRATEGYCASE STUDY
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Beating those obstacles Promoting the benefits Creating mini campaigns

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.
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CREDENTIALS OUR APPROACH
Now let’s look at reporting.

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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
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CASE STUDY
The dashboard features
what’s planned for today,
tomorrow and a week of
events planned.
REPORTING

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CASE STUDY REPORTING
It features the Weibo
growth over the past 7
days with KPI’s tracked
against that.

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CASE STUDY REPORTING
It features the WeChat
growth over the past 7
days with KPI’s tracked
against that.

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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.

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CASE STUDY REPORTING
Past weekly reports are
easily found which allow
you to go back to see
past activity.

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CASE STUDY
The Reports Centre features all past week reports,
tracks who read each report and comments can be
made in the platform.
REPORTING
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46. REPORTINGCASE STUDY
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Each week everyone
receives an automated
summary of progress.
Feedback can be given
through the comment
section on the reports,
saving endless emails.

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REPORTINGCASE STUDY
Under Reporting there are various options to dive
deeper into analysis across social, content insights
KPI’s and more.
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48. ©MAILMAN X
REPORTINGCASE STUDY
Under Reporting there are various options to dive
deeper into analysis across social, content insights
KPI’s and more.
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49. In the WeChat tab we can learn more about behavioral
trends in WeChat.
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REPORTINGCASE STUDY
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50. ©MAILMAN X
REPORTINGCASE STUDY
Under Reporting there are various options to dive
deeper into analysis across social, content insights
KPI’s and more.
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REPORTINGCASE STUDY
The competitors
tracking allows
us to find unique
insights.

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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

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REPORTINGCASE STUDY
Under Reporting there are various options to dive
deeper into analysis across social, content insights
KPI’s and more.
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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.
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CASE STUDY REPORTING
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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. ©MAILMAN X
CREDENTIALS ABOUT US
That’s it.
Now it’s time to learn
a little about us.

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. INSIGHTS
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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. OUR APPROACH
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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. OUR APPROACH
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OUR TECHNOLOGYCREDENTIALS
Our Secret Sauce.
The powerful marketing engine
KAWO, which powers our
planning, strategy and thinking.

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