Summary

Promotion
The artist paid $56 for a Facebook campaign that lasted over a month and obtained more than
6000 additional likes in the end. The most liked and shared is his weekly TGIF (Thank God It’s
Friday) illustrations, which featured his characters happily celebrating Fridays. Because of the great
increase in numbers with only $56, the artist did another campaign to get more likes. However,
although the Facebook Page has more than 33,000 likes as of May 2013, the number of likes per post
hardly exceeds 100. The decrease in likes and shares is especially prominent after stopping the ad
campaign. Since then, the artist occasionally posts his caricature illustrations and “making of” videos
of some 3D simulations of Teddy, which barely generated any likes or shares by his fans and
appeared more like fillers. There is no website for further information.
Section 4.
CHAPTER FIVE SUMMARY
Three comics were selected as case studies to examine their starting point, business model
and promotion method on social media. The first was selected as an example from the west,
the second from the east, and the third from Singapore. The first two comics series grew
rapidly, allowing their creators to earn a living from drawing webcomics.
Successful webcomics have a very focused target group of audiences and are very clear on
what they offer to their readers.
Revenue model comes mainly from books and merchandise. Only when the work has
achieved certain fame can advertising become an attractive preposition to other companies.
There is a sense of tight community building and bonding with Penny Arcade and Wan Wan,
which helped combat piracy in the case of the latter example.
Paying for a Facebook campaign can generate many likes but without continuous good
content, the number of likes and shares will decrease.
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