Marke&ng)&)Media)How0To)Series:) Shocking)Secrets)You)Didn ... · MARKETING & MEDIA COMMITTEE PAUL...

Marke&ng)&)Media)How0To)Series:)Shocking)Secrets)You)Didn’t)Know)About)WeChat!

8:00am,'May'23,'2017'

Brought(To(You(By(The(Marke0ng(&(Media(Commi7ee((

2

MARKETING & MEDIA COMMITTEE

PAUL LIN Chief Strategy Officer

OMD China

PaulLin123

NATALIE LOWE Managing Partner / Co-Founder

The Orangeblowfish

ChattyNattii

CHAIR CHAIR

ALI DIBBLE Strategy Project Manager

Spark44

AliDibble

VICE CHAIR

3

Focus on Marketing, Advertising and Communication

Issues

Leverage the experience of

AmCham Marketing Members

Provide a forum to learn, discuss and

network with others.

Be the Voice of American Business

(in Marketing) in China.

PURPOSE TYPES OF EVENTS

1. Headline Marketing & Media Events - 1x Quarter

2. How-To Series – Every Other Month

3. Launching Executive Roundtable – 2x Year

4. Media/Agency Meetups - TBC

4!

UPCOMING EVENTS

•  May 24: AmCham Shanghai Future of Food Conference at Four Seasons Hotel

•  May 24: Membership Mixer at Sasha’s •  May 25: The 100-day Plan and the Future of U.S.-China

Relations •  June 6: Monthly Membership Briefing •  June 7: Branz Top 100 Most Valuable Chinese Companies

Hosted by the Marketing & Media Committee

5

GET INVOLVED WITH AMCHAM SHANGHAI

AmChamShanghai

For AmCham Membership Info, see one of the Staff Members

AmChamShanghai

6!

TODAY’S SPEAKERSShocking!Secrets!You!Didn’t!Know!About!WeChat!

Aaron Chang Director, Jing Digital

Joseph Leveque Managing Partner, 31 Ten

Eric Xiao Marketing Director, PWC

From IQ to CQ: How brand touches the heart

May 2017

All!rights!reserved!by!the!author.!

Social'media'landscape'in'China

8!

BATS,'the'core'of'the'China’s'social'and'digital'landscape

B A

T S

Video'con;nues'to'rise'as'it'fragments

TradiBonal!video!sites! Short!video!apps!! “Live”!video!broadcasBng!!

Q&A'reinvigorated'with'AMA'as'plaBorm'for'deep'engagement

KOL'landscape'evolves'with''Wang'Hong

K O L

Manage'your'brand'environment

15!

16!

2016'Word'of'the'Year

? Post-truth

What is the colour of 2017?

Keep'the'balance

18!

Life Work World

A U T H E N T I C

The'past,'present'and'future'of'brand

Past Present Future

Intelligence Quotient

Emotional Intelligence

Cultural Intelligence

What'does'this'mean'to'a'marketer

“Nothing is so powerful as an insight into human nature.

What compulsions drive a

man, what instincts dominate his action.

…if you know these things

about a man you can touch him at the core of his being.”

William Bernbach Founder of DDB

From'EQ'to'CQ

21

23!

From'EQ'to'CQ

Back'to'the'future

24!

What’s'hot

25

AI Broadcast Co-creation

Short video AR Transparency

What is the favourite colour for 95 after in China?

“The!95Ldegree!Black”!!

Alipay Air

AdRtech'vs.'MarRtech

29!

Business

Marketing Creativity Digital

Technology

Digital Marketing Business Intelligent

��

To put one’s heart into

How to Wechat – Case Studies

May 23rd 2017, AmCham 31

32!

1. FRAGMENTING YOUR WECHAT PRESENCE TO SUIT YOUR TARGET CUSTOMER SEGMENTS

33!

Jiemo Countries (Subscription)

Jiemo Study (Service)

UK USA

Japan Japanese(!) Australia

34!

Jiemo Countries (Subscription)

Jiemo Study (Service)

UK USA

Japan Japanese(!) Australia

35!

2. LEVERAGING WECHAT GROUPS TO CREATE COMMUNITIES

41!

3. MINI STORE FOR B2B PRODUCTS OR SERVICES

42!ID : sanyibox. Originally spotted by Sedwick Richardson

45!

!  Leverage third party store building platforms

!  Connect it with an appointment system / CRM

!  Use the typical Chinese ecommerce codes :

"  Thorough product / service description

"  Strong use of visuals, if product use close ups under every angle

"  Heavy storytelling on the sourcing of the product, especially if manufactured overseas

"  Show certifications

How? Wechat Store Building Platforms

!  Weidian

!  Youzan

!  Weimob

!  Walkthechat

!  VD V

46!

4. CHANNELING REPEAT CUSTOMERS INTO WECHAT

47!Taobao best seller page while searching for the brand

Official, controlled distribution

Other distributors

#2 most sold is an unlicensed Taobao store

48!

¥ 1398

49!

¥ 1084

¥ 1398

Vs.

50!

Thank!you!for!registering!your!product!with!Aquasana.!In!this!portal!you!will!be!able!to!find!everything!necessary!to!have!the!best!Aquasana!experience.!Find!bellow!a!link!with!informaBon!about!your!product.!xxx.yyy!

sCRM

First Items in shop related with filtering system registered

CRM

51!

!  Make Wechat your primary channel for warranty registration and service (+ fallback channel)

!  Register your business license and trademark

!  Refer to your Wechat repeat channel everywhere : product manual, packaging, official website

!  Leverage product’s unique ID(s)

!  Use a social CRM (don’t reinvent the wheel)

How? Social CRMs

!  Parllay

!  Jing Social

!  Weimob

!  Curiosity

!  Wechat Now

!  Drip.im

!  Dodoca

!  Homyi

!  Wechator

ABOUT 31TEN

52!

53!

YOU 31TEN

S T R A T E G Y + T E C H N O L O G Y “We want to be Shanghai’s most helpful digital consultants.”

Founded early 2015, 12 team members H1 2017 www.31ten.network

S E R V I C E P R A C T I C E S

31Ten Intelligence

Digital Strategy

Consulting

Executives and

Management Training

Digital Marketing

Supervision

31Ten Solutions

Fully Custom Web Based Solutions

User Experience and User Interface

Product Management

54!

55!

+86 156 1812 3028 [email protected]

W E C H A T L I N K E D I N

Joseph Leveque Partner, Head of Strategy

��130�4� 4F, 130 Min Li Road 200070 Shanghai, China

3 1 T E N

Social Marketing Maturity: !Aligning Expectations and Experiences on WeChat !

Behind the door… !

a new friend!!

Sharing life experiences using WeChat.!!

07:00!Wake!Up!Browse!Moments!

Leave!for!Work!07:45!

Read!2!arBcles!Play!2!games!

08:30!Arrive!Near!

Office!

Start!Work!09:00!

Read!unread!chats!

10:00!Work!Break!

Lunch!Time!12:00!

Scan!QR!code!for!!meal!discount!

12:45!AaerLLunch!

Break!

Gecng!Off!Work!17:00!

Browse!Moments!

10:00!Go!Home!

Aaer!Work!

Watch!TV!20:00!

Read!arBcles!Browse!Moments!Play!games!Shop!Using!JD!

•  Users Spends 66 Minutes/Day on WeChat!•  +60% of Users Spend > 500RMB/Month via WeChat Pay (comparison

in notes)!22:00!Before!

Sleeping!Pay!for!breakfast!with!!WeChat!Wallet!

Browse!movie!Bckets,!Pay!uBliBes!bills!! Shop!using!JD,!

Chat!with!friends!in!group!chats!

Pay!for!groceries!for!dinner!!with!WeChat!Wallet!

Chat!with!friends,!Get!lucky!money!

Power of WeChat!

Typical Day of a WeChat User !!

Reason for Growth!

Ubiquitous !!

MAU’s in Millions!

0

100

200

300

400

500

600

700

800

900

Q42010 Q12011 Q2 Q3 Q4 Q12012 Q2 Q3 Q12013 Q2 Q3 Q4 Q12014 Q2 Q3 Q4 Q12015 Q2 Q3 Q4 Q12016 Q2

dd2

889 M

Reason for Growth!

Frictionless!

Reason for Growth!

Instant!

Reason for Growth!

Secure!

Reason for Growth!

Payments!

Reason for Growth !

Valuable!

Deliver valuable, personalized information (stuff) !at the right time!!

Summary!

Layers of Friendship

!!!

!!!

Casual Friends

!!!

!!!

Friends

Close Friends

Acquaintances

Social 1.0 !

Social Marketing Maturity Scale

Social 2.0! Social 3.0!

Non-Personalized ! Semi-Personalized! Fully-Personalized!


Social 1.0: Basics!

Content Push !

Interest ProductNews

Simple Campaigns

Dior Qixi Sale Tiffany “Do You”Starbucks

Menu Journeys

Clicks “Online Shopping” Menu Links to external EC site

WeChat Backend!

Technical Resources

Brand!Team!

Team Resources

Content Production

Agency!

Social 1.0 Basics !


•  Campaigns!•  Content Marketing!•  Links to Website & Ecommerce!•  Default Platform!

Social 2.0: !Data Foundation Building!

Content Testing

A/B Testing !

Tracked Campaigns

Advanced Analytical InsightsIntegrated campaigns with JS tracking !

Connection Journeys !

Customer Feedback Survey Loyalty Program� Welcome�

Customer Service!

Technical Resources

WeChat Backend!

sCRM!

Team Resources !

Brand!Team!

Content Production

Agency!External Consultants!

Software!Development

Agency!


Social 3.0:!Personal Connection!


Social 1.0: Basics!

•  Follower Action Tracking!•  Campaign Integration!•  Content Tagging!•  Community Building!•  Systems Integration!•  sCRM Platform & Analytics!


Fully Segmented Content !

Scans QR Code Offline Customer

Receives Personalized Content Answers Personal Questions

B:!Bought Girl Toy

A:!Bought Boy Toy

Send Boy Toy Campaign to A

Send Girl Toy Campaign to B

Targeted Campaigns

Scan & FollowOffline Customers

Member makes new reservation!

!!

!

!

Post read triggers upgrade upsell message !

!

360° Integrated Journeys

Remind Member of his stay 1 day prior to check-in!

2

Send Member Property Welcome Post right after check-in

46 Send Member feedback survey 1 day after checkout !

1 3

5 !

As a Golden Circle member,, you are eligible for the executive suite upgrade for just 100 RMB, would you like to upgrade now? !

!

Hotel sends Packing List post 3 days prior !

Consumer Touch Points !

Moments!Cards & Offers !

H5 Interactions !

WeChat Groups!

QR Codes!

Nike OAs

Menu Links!•  EC!•  Website!•  Membership!•  Find a store!

Locations!

Content!

WeChat Pay!

Customer !Service

Messaging!

Mini Programs!

Marketing Funnel !

User!

Conversion!

Engagement!Data Insights!

Acquisition!Integration!

360° Customer View!

WeChat ID: Christine2834 !Nickname: Christine !Gender: Female!Language: Chinese!WeChat location: Lucerne, Switzerland !Home address: Julu Lu 33, Apt 1201, Shanghai !Phone number: 138 1874 8821!Email: [email protected]!

Age: 29!Marital status: Single!Profession: PR manager !Highest education: Masters!Cell phone: iPhone 6s!House owner: No!Car owner: Yes!Size: Small!

Preferred Category: Women’s Yoga Wear!Preferred Colors: Red, Green !Past destination: Europe, Asia, Australia !Favorite destination: Bali!Favorite Color: R&B!Favorite fashion brand: Gucci !Alcohol order channel: Tmall!

Order frequency: Once a month!Average order value: 1000 !Order product category: Vodka, Gin!Ordered brand: Absolut, London No.1 !

Posts viewed: 15!Posts shared: 3!Conversations engaged: 5!Time on Wechat: Commute!Favorite bar: M1NT!Drinking frequency: 2-3 times a week !Party frequency: Once a week !

Preferred drinking occasion: Parties!Preferred drinking place: Bars and clubs!Preferred alcohol type: Vodka, Gin, Cocktail!Preferred cocktail: Black Russian!

Identity!

Demographics!

Intent!

Attitudes!Behavior!Transactions!

Next Purchase: Likely to Buy in 3 days!Next Category: Footwear!Next Color: Blue!Next Experience: Training Level 3 !!!

Customer Service!

Technical Resources

WeChat Backend! sCRM!

CRM/DB!

Loyalty!

POS! 3rd Party Tracking!

Email/SMS

O2O Tool

Team Resources !

Brand!Social!

Content Production

Agency!

!!!

External Consultants !

!!

Software!Development

Agency!

Brand CRM!Brand!

Data!

CRM Agency! Campaign

Agency!Brand IT!


Social 3.0:!Personal Connection!


Social 1.0: Basics!

•  Follower Action Tracking!•  Campaign Integration!•  Content Tagging!•  Community Building!•  Systems Integration!•  sCRM Platform & Analytics!

•  Fully Integrated Campaigns!•  Fully Segmented Content Marketing!•  Personalized Customer Experiences!•  Single Customer View sCRM!

•  Multi-Channel Marketing Automation !•  O2O Sales Management !


In other words…!!Treat your customers like how you would treat your friends! !!•  Be Helpful!•  Be Timely!•  Be Interesting !

!! !! !

Download'the'presenta;on'here!

96!

TODAY’S SPEAKERSShocking!Secrets!You!Didn’t!Know!About!WeChat!

Aaron Chang Director, Jing Digital

Joseph Leveque Managing Partner, 31 Ten

Eric Xiao Marketing Director, PWC

97!

UPCOMING EVENTS

•  May 24: AmCham Shanghai Future of Food Conference at Four Seasons Hotel

•  May 24: Membership Mixer at Sasha’s •  May 25: The 100-day Plan and the Future of U.S.-China

Relations •  June 6: Monthly Membership Briefing •  June 7: Branz Top 100 Most Valuable Chinese Companies

Hosted by the Marketing & Media Committee

98

GET INVOLVED WITH AMCHAM SHANGHAI

ID: AmChamShanghai

For AmCham Membership Info, see one of the Staff Members.

AmChamShanghai

Marke&ng)&)Media)How0To)Series:) Shocking)Secrets)You)Didn ... · MARKETING & MEDIA COMMITTEE PAUL...

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