Getting Started with WeChat for Brands
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Transcript of Getting Started with WeChat for Brands
TMG WebinarsGetting Started with WeChat
Presented by
Co Founder & Global Head of Client StrategyTMG WorldwideJeff Fish is the Co-Founder and Global Head of Client Strategy at The Momentum Group. Hehelps our customers launch successful China marketing campaigns leveraging WeChat. Jeffhas worked with a variety of organizations, from hospitality to financial services, and is afrequent speaker on the implications of content marketing at global scale. He has aseasoned background in social networking, content marketing, mobile strategy andemerging technology.
Jeff Fish
LinkedIn:https://www.linkedin.com/in/jeffreyfish
WeChat:
Outline
I. Why WeChat
II. How WeChat Helps
III. Understanding WeChat for Business
IV. Creating your WeChat Official Account
V. Marketing on WeChat with WeChatify
WHY
120MOUTBOUNDCHINESE TOURISTS
SPEND
$215BILLIONOVERSEAS
SPEND
$7000PER PERSON PER TRIP
IN THE U.S.
BY 2020 WILLACCOUNT FOR
20%OF ALL GLOBAL TRAVEL
80%Of the consumer decision journey occurs in mainland CHINA
REACH THEM WHERE IT COUNTS
Create brand awareness
All of this is made easy with
Increase brand engagement
Maximize tourist spend
Why WeChat Converts
One click to follow ads and brand promotion ads on WeChat and the Tencent networkCost per followers <$1Low Cost Hyper Targeting
Push messages into the users stream with 99.5% open rate for no cost once per week.WeChat provides free unlimited text, video, and image downloads on high speed CDN.Free Retargeting
One-Click checkout in official account drives conversionsSimplest Checkout
Every step is can be supported by technology like auto-responders, chat bots, and customer support reps enabling you to provide great service cost effectively.Low Cost Chat Support
HOW HELPS
Property of The Momentum Group.
Create brand awareness
1
One Click to Follow QA Banner Ad Picture Driven Product Ads Picture Driven Promotional Ads
Run banner ad campaigns withinWeChat and in the Tencentecosystem
Link to landing pages or directly toyour WeChat account to buildfollowers
Target WeChat users based oncriteria like demographics, location,interests and more to increasefollower conversion
Property of The Momentum Group.
Build brand affinity
Service accounts on WeChat enjoy a 99% open rate of all messages
Publish coupons and offers
Create engaging content in Mandarin
2
Property of The Momentum Group.
Enable conversions with WeChat
Publish offers and discounts
Provide direct booking links within WeChat
Integrate WeChat pay for ease of payment
3
Property of The Momentum Group.
Improve tourist experience
Provide information about the facilities, restaurants in Mandarin
Include useful information like directions to your destination, things to do nearby and other traveler tips
Provide customer service in Mandarin via WeChat
4
Involve fans and Chinese key opinion leaders (KOL) to spread stories, pictures, and videos to expand the reach of the brand
Engage followers with a regular stream of content – pictures, videos, and stories unique to the destination
Manage booking opportunities and customer service
Working with online travel agents on WeChat to promote bookings
Enroll Chinese travelers on-location to join a WeChat loyalty program
Incentivize travelers to create and share content back to China
Provide on-location services to travelers
Generate feedback or completed surveys from Chinese tourists on location
LEVERAGING WECHATFOR TOURISM MARKETING
UNDERSTANDING
FOR BUSINESSES
• Service provided by WeChat for businesses, celebrities, government and media to reach and communicate with followers
• Registration is FREE but requires the organization to have a Chinese entity
• Authenticity
• Account Verification
• Brand Protection
• Account type is specified at the time of account creation and cannot be changed
• Unless you are a media company, a verified Service Account is almost always the right choice
WECHATOFFICIAL ACCOUNT
SERVICE ACCOUNTS
SUBSCRIPTIONACCOUNTS
ENTERPRISE ACCOUNTS
Primary Brand Account
Enterprise Internal Communication
Customer Service
Brand Promotion
Location Based Promotion
Recruitment
E-Commerce (WeChat Store)
E-Commerce Support (Concierge Service)
Create & Share Content
Category Based Promotion
Franchisee Management
Media Center
Training
Membership Account
Event Promotion & Management
TYPICAL ACCOUNT USES
Feature Subscription Account (Verified) Service Account (Verified)
Message broadcast frequency Daily 4 times a month
Message alerts Displayed within the subscription messages folder Displayed inline with personal contacts
Push notifications No Yes
Reply to user’s message Within 48 hours Within 48 hours
Custom WeChat Menu Yes Yes
Create polls Yes Yes
WeChat Store No Yes
Mobile Payment Support No Yes
Advanced Integration Features No Yes
ACCOUNT FEATURES
CUSTOM MENUS
More flexibility to create custom features and behaviors with menus
FILE TRANSFERS
Upload/download multimedia content to WeChat servers; all media deleted after three days
URL SHORTENER
Allows developers to keep QR codes with lots of data simple and fast scanning
CARD VOUCHERS
Advanced interface for managing digital coupons, tickets, gift certificated and loyalty cards
USER MANAGEMENT
Import your user database, read basic profile information, and edit user’s group
DIRECT MESSAGING
Asynchronous API for text, image, audio, video, music and multimedia messaging
QAUTH 2.0
Allow users to log-in to your app or mobile site using their WeChat credentials
WECHAT STORE
Use product, inventory, shipping and order management API to synch with other retail platforms
SEMANTIC PROCESSING
API to parse natural language messages into programmatic language
USER LOCATION
API to call user’s location at start of every chat or every five seconds; requires user opt-in
BROADCAST MESSAGING
Advanced targeting options to demographics, groups, or by list of OpenIDs
QR CODE GENERATOR
Create QR codes for account follows and opens that report custom parameters at scanning
TRANSACTION MESSAGING
Event-based messages for booking, order or payment confirmations and status updates
Several tools to customize how web pages display when viewed in WeChat
WEB TOOLS
ADVANCEDFEATURES
Main Page
Top Navigation
Profile Image &Welcome Message
Cover Message Image
Cover Message Title
Sub Message Title
Chat Option
Account Details- Profile Image & WeChat ID
- Intro
- Account Name
- Receive Message (On/Off)
- View History
- Enter Official Account
- Report
Cover Image- Maximum 1 number
Sub Message- Maximum 7 numbers
Main Navigation
OFFICIALACCOUNT STRUCTURE
Message Page Embedded Page
Cover Message Image
Top Navigation
Cover Message Title
Published Date &Account Name
Content
Options- Send to Chat
- Share on Moments
- Favorite
- Copy URL
- View Official Account
- Open with Browser
- Font Settings
- Report
HTML Page
OFFICIALACCOUNT STRUCTURE
GETTING YOUR
OFFICIAL ACCOUNT
Information/Documents Required for Business Registration
1. Dedicated Email Address2. Organization Point of Contact3. Chinese employee photo ID and contact information4. Chinese branch address5. Copy of Chinese business license
Information/Documents Required for Processing via TMG
1. Copy of Business License
ACCOUNTCREATION
Direct registration is FREE but requires the organization to have a Chinese entity
1. The ‘Official Account Name’ and ‘WeChat ID’ cannot be changed once the account has been verified.
2. WeChat ID should be between 6 and 20 English characters. The ID must start with a letter but can be a combination of letters, numbers, ‘-’ and ‘_’.
3. Official Account Name should be between 3 and 30 characters. This can include *Chinese and English characters and numbers.
*Note: 1 Chinese character = 2 English characters in length.
OfficialAccount Name
OfficialAccount Name
WeChat ID
ACCOUNT NAME & WECHAT ID
Account Verification
is necessary to communicate to followersthat this is an authorized and safeaccount for followers to engage with.
Direct Verification Process
1. Automatic Verification
i. Fill in company’s Chinese bank account information during account creation.
ii. Tencent initiates bank account validation with a small transfer associated with a 6 digit authorization code
iii. Enter the 6 digit authorization code to complete verification
iv. Should be done within 10 days of account creation
2. Manual Verification
i. Pay a processing fee of 300 RMB via WeChat Pay and fill in administrator information
ii. WeChat verification agency initiates verification of legal representative and bank account validation with 6 digit code
iii. Upload a screenshot of the bank transaction with the 6 digit code for processing
Verification Process via TMG
1. Authorization Letter from the organization
ACCOUNTVERIFICATION
Profile Image
IntroductionMessage
Verification Symbol
MARKETING ON
USING WECHATIFY
1. Customizable content creation workflow
2. Content translation workflow
3. Content scheduling
CONTENT CREATIONWORKFLOW
Segment followers into groups
based on multiple parameters
like location, gender and more
FOLLOWERMANAGEMENT
Schedule targeted content
marketing messages for different
groups for maximum impact
AUDIENCE TARGETING
MICROSITEMANAGEMENT
1. Custom branded microsite
2. Content translation to Mandarin
3. Link to HTML5 pages within WeChat or return WeChat messages as response
1. Complete conversation flows, not just flat
keyword responses
2. Easy to use English Interface
3. Translation to Mandarin
AUTOMATIC RESPONSES
1. Customer service
2. Pre-sales support
3. Intelligent booking assistance
CUSTOMCHATBOTS
EXAMPLES
H5 Landing Pages
One Click to Follow
DISPLAY ADCAMPAIGNS
Message Details Page Sample
Message Digest Samples
CONTENTMARKETING
1 2 3 4 5
DIRECT BOOKINGEXPERIENCE
AUTO RESPONSESYSTEM