case study on chinese social media: gmac
Post on 18-Oct-2014
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Mailman Group was tasked with designing a more ´social´ MBA.com China site to drive direct conversions to the English site, whilst maintaining the fluency of the product and creating a more social experience for a Chinese customer.TRANSCRIPT
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Scoring a 100% with Chinese Fans
Case Study GMAC
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The Graduate Management Admission Council
(GMAC) is responsible for the graduate business
school entrance test, the GMAT. Accepted by nearly
6,000 programs worldwide, it is the most widely
accepted exam to measure the skills for a graduate-
level study of business and management.
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As China’s business sector continues to expand,
Chinese nationals with an MBA are in high demand,
and the amount of Chinese people taking the exam
has risen dramatically. In 2013, Chinese nationals
accounted for 20% of all the GMAT tests taken
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GMAC wanted to create a more social experience for a
Chinese customer on their China site and drive direct
conversions to the English site, while still maintaining
the fluency of the product
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but because the GMAT is relatively
new in China
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and there’s a language barrier...
你会说中文吗?
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They turned to MAILMAN for help
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150+questions posted
on the website
per month
The result75k
social media followers
across Sina and
Tencent Weibo
15k+Reposts and comments on
Sina Weibo in 1 year
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Engagementused social media
channels to seed content
& start conversations
Campaignspromoted the GMAC
brand through apps,
resources, & contests
Websitecreated Chinese website
to educate & involve
the expanding fanbase
How we did it...
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The site acts as a thought leader for graduate education while positioning the
GMAT exam as the premier graduate examination test
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We harnessed the influence of Key Opinion Leaders
(KOLs) and posted relevant content on Chinese
social media to drive engagement
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With Mailman’s help, GMAC now has over
75k social followers across Chinese social
media, an engaged Chinese website, and
most importantly, an established voice in
China
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