Content Marketing Blog

Tennis Australia targets fresh content towards Chinese

A social media strategy can help to encourage users who view your content on different channels to visit your main website with the goal of creating new business.

Proof of this method's effectiveness can be seen through Tennis Australia's (TA) approach of posting content on China's social media sites during the Australian Open.

The Australian Financial Review (AFR) has reported that content has been posted on Sina Weibo (Chinese Twitter), while TA has also partnered with sports.qq.com – a big portal in China.

There were one million downloads of a tennis scoreboard, which is written in Mandarin, built into sports.qq.com within the first few days of the competition.

The Australian Open's website now receives its third highest amount of traffic from the Chinese (9.3 per cent) – behind Americans (16.4 per cent) and Australians (23 per cent).

Such is the quality of TA's social media marketing that Twitter followers of the Open have increased by 67.6 per cent since the end of the 2012 competition.

Kim Trengove, TA's manager of digital and publishing, told the AFR that this interaction with Facebook and Twitter is a positive thing.

She said: "It means they are actively engaged, sharing our content, making comments, liking it."

Retail company Target regularly uses social media to drive audiences into the store or onto its website. The discount retailer recently held a trivia contest on Twitter to celebrate the release of the Hunger Games on DVD. Participants had the chance to win products related to the book and film and thus they utilised social media and the popularity of the movie to steer audiences towards the store and website.

Talk to Castleford Media about how we can develop a social media marketing package that is tailored to benefit your business.

Posted by Tim Wright

Castleford