Optimizing your WeChat strategy through Data & Analytics

29
OPTIMIZING YOUR WECHAT STRATEGY THROUGH DATA AND ANALYTICS MADJOR x 55 February 2017

Transcript of Optimizing your WeChat strategy through Data & Analytics

OPTIMIZING YOUR WECHAT STRATEGY

THROUGH DATA AND ANALYTICS

MADJOR x 55

February 2017

MADJOR and Fifty Five No diffusion or reproduction without authorization. 2 Madjor.com fifty-five.com

Who We Are

x

LEADING BRANDS’ DIGITAL TRANSFORMATION LEVERAGING DATA TO INCREASE BRAND AND

BUSINESS PERFORMANCE

MADJOR and Fifty Five No diffusion or reproduction without authorization. 3 Madjor.com fifty-five.com

What We Are Hearing Right Now

“We don’t really know who our fans are and whether or not

they are qualified”

“We have a big fan base but low engagement. How do we get

people to interact with us?”

“We’re spending lots of money on Wechat but we’re not

seeing any tangible brand and business impact”

“We’re trying many things on Wechat but we don’t have the

right metrics to know what works or what doesn’t”

“We find it hard to integrate Wechat in our current technical

and analytics infrastructure”

Wechat presents

tremendous opportunities

for brands but also

generates many

frustrations

MADJOR and Fifty Five No diffusion or reproduction without authorization. 4 Madjor.com fifty-five.com

The Evolution Of Wechat Makes Analytics Critical To Unlocking Efficiencies

EARLY CONTENT EXPERIMENTS INTEGRATED CONTENT +

COMMERCE + CRM PLATFORM

MARKETING MATURATION

“We need an H5 for our campaign” “We need KOLs and ads to drive

fan growth and article views”

“We need to drive actual sales and

see real ROI”

Wechat is moving away from organic content. Growth will come from

personalized outreach, commerce and CRM integration. This new paradigm

makes data central to any brand’s Wechat strategy

5 MADJOR and Fifty Five No diffusion or reproduction without authorization. Madjor.com fifty-five.com

“You can’t customize the experience for different followers”

“You only get 4 messages per month on service accounts”

“Every follower will see the same menu”

“We can’t track users between our different Wechat accounts”

“The only data we can get on articles is reads. We need to

build an H5 to get more data”

“We can only get very limited data on our followers (gender

and city)”

And much more…

We See Many False Assumptions About What Can Or Can’t Be Done On Wechat

Many brands under-

estimate how far Wechat

has come and what is

possible with good

analytics

6 MADJOR and Fifty Five No diffusion or reproduction without authorization. Madjor.com Fifty-five.com

What We Will Answer Today

1. What kind of data can you capture through Wechat?

2.

3.

When and how can you capture this data?

How can you use this data?

7 MADJOR and Fifty Five No diffusion or reproduction without authorization. Madjor.com Fifty-five.com

What We Will Answer Today

But First Let’s start with a practical

example

MADJOR and Fifty Five No diffusion or reproduction without authorization. 8 Madjor.com fifty-five.com

Doing What You Preach

Before this presentation

you were asked to scan our

QR code to follow our

Wechat account.

Throughout this event, we

will be using Wechat to

collect data about you and

engage with you

What We Know

Who is attending?

When did you arrive?

What is your gender, preferred language and city of origin?

What is your name, industry, position and satisfaction with your current

Wechat analytics solution?

Are you interested in a similar event in France, HK, New York or London?

How we use it

Better understand who are audience is for our events to adjust our content

in the future

Adjust language of posts according to preferred language

Integrate your name in push messages to build a more personal relationship

Adjust the type of article we send you depending on your position

Adjust the articles featured in the menu depending on your position

Perform 1 to 1 outreach to promote our future events based on your interest

What Kind Of Data Can You Capture Through Wechat?

MADJOR and Fifty Five No diffusion or reproduction without authorization. 10 Madjor.com fifty-five.com

OpenID

Subscribe Time

Gender

Language

City/Province/Country

Location (home city and live location)

Menu clicks

1 to 1 message content

Article click through rate

Session time and duration

What Data Points Lie Behind These Screens?

Account menu and chat feed

MADJOR and Fifty Five No diffusion or reproduction without authorization. 11 Madjor.com fifty-five.com

What Data Points Lie Behind These Screens?

ArticleID

Title

Users

Page views

“Read more” clicks

Channels for sharing (private chat, moments…)

Number of shares

Numbers of comments

Numbers of favorites

Traffic to H5 site

Traffic sources to article (chat, moments, brand account…)

*All the metrics above are aggregated data. No user level data available. Article page

MADJOR and Fifty Five No diffusion or reproduction without authorization. 12 Madjor.com fifty-five.com

What Data Points Lie Behind These Screens?

OpenID

UserID (customerID)

Product page views

Video views

Add to cart

OrderID

H5 site

MADJOR and Fifty Five No diffusion or reproduction without authorization. 13 Madjor.com fifty-five.com

Wechat Can Yield Data Across 3 Key Dimensions

FOLLOWER PROFILE IMPACT OF BRAND ACTIONS

Ex:

• Gender

• Native language

• Home city

• Current location

• Social influence

• Device

• Phone number & email

• …

Ex:

• Preferred content

• Product affinity

• Transaction history

• CRM status

• Account creation

• …

FOLLOWER QUALIFICATION

Know who your followers are Know your followers’ likes, dislikes

and where they stand in their

customer journey

Measure the impact of various brand

actions to prioritize investment

Ex:

• Performance of different types of

articles with different audiences

(reach, engagement and conversion)

• Role of each touch point in driving

Wechat recruitment (fan origin

tracking)

• Performance of promotional H5

• Performance of Wechat e-commerce

storefront

• …

How Can You Capture This Data? (Time To Get Technical!)

15 MADJOR and Fifty Five No diffusion or reproduction without authorization. Madjor.com fifty-five.com

Clearly Differentiating Environments: Within And Outside Brand Territory

OUTSIDE THE BRAND TERRITORY WITHIN THE BRAND TERRITORY

Newsfeed Official account H5 webpage Article

16 MADJOR and Fifty Five No diffusion or reproduction without authorization. Madjor.com fifty-five.com

How To Track Different Data Points Across Environments?

OUTSIDE THE BRAND TERRITORY WITHIN THE BRAND TERRITORY

Newsfeed Official account H5 webpage Article

Behavior

s

Data

points

Tracking

method

• Click on sponsored link from ad

• Click the account’s name in post shared on moments

• Impressions

• Clicks

• Media sources

• UTM parameters

• Wechat native tracking

• No GA code allowed

• Follow/unfollow

• Menu clicks

• Article opens

• Send direct message to brand

• OpenID

• Subscribe/unsubscribe time

• Gender

• Region/city/location

• EventKey (menu click)

• Telephone, email, customerID

through 1 to 1 message

• Wechat native tracking + API

• No GA code allowed

• Page views

• Click on Read More

• Share

• Add to favorite

• ArticleID / Title

• Pageviews, Users

• Clicks on Read More

• Shares

• Add to favorite

• WeChat native tracking + API

• No GA code allowed

• Page view

• Video watch

• Account creation

• Purchase

• Share

• UserID

• OpenID

• VideoID

• CampaignID

• ProductID

• TransactionID

• Revenue

• Google analytics

Back Office

• Telephone

• Birthday

• Address/email

• TransactionID

• Name

• CustomerID

• Purchase history

• Refund

17 MADJOR and Fifty Five No diffusion or reproduction without authorization. Madjor.com fifty-five.com

Ensuring Data Matching Across All Databases

OUTSIDE THE BRAND TERRITORY WITHIN THE BRAND TERRITORY

Newsfeed Official account H5 webpage Article

Behavior

s

Data

points

Tracking

method

• Click on sponsored link from ad

• Click the account’s name in post shared on moments

• Impressions

• Clicks

• Media sources

• UTM parameters

• Wechat native tracking

• No GA code allowed

• Follow/unfollow

• Menu clicks

• Article opens

• Send direct message to brand

• OpenID

• Subscribe/unsubscribe time

• Gender

• Region/city/location

• EventKey (menu click)

• Telephone, email, customerID

through 1 to 1 message

• Wechat native tracking + API

• No GA code allowed

• Page view

• Video watch

• Account creation

• Purchase

• Share

• UserID

• OpenID

• VideoID

• CampaignID

• ProductID

• TransactionID

• Revenue

• Google analytics

• Telephone

• Birthday

• Address/email

• TransactionID

• Name

• CustomerID

• Purchase history

• Refund

Back Office

PII (personally identifiable information) data

to allow future retargeting and reactivation

Matching keys across

databases

• Page views

• Click on Read More

• Share

• Add to favorite

• ArticleID / Title

• Pageviews, Users

• Clicks on Read More

• Shares

• Add to favorite

• WeChat native tracking + API

• No GA code allowed

18 MADJOR and Fifty Five No diffusion or reproduction without authorization. Madjor.com fifty-five.com

Wechat data spans 2 key categories: data captured and data generated. Brands need to be active on both fronts

Doing Both Data Capture And Data Generation

CAPTURED DATA GENERATED DATA

Collecting and tracking the data that your

users unconsciously leave behind when

interacting with your Wechat account.

Getting your followers to proactively give

away more data about them.

Ex:

• Clicks on a menu item

• Follower gender, city and language

• Visits to H5 site

• H5 page shares

• Recruitment source (through unique QR code)

• …

Ex:

• CRM status

• Detailed personal information (Ex: profession,

interests…)

• Advanced contact information (Ex: phone

number, email…)

• …

19 MADJOR and Fifty Five No diffusion or reproduction without authorization. Madjor.com fifty-five.com

Data Generation Is Critical To Ensure Accurate Tracking Across Environments And Match Users Across Different

Databases

PII (Ex: phone number, email)

or customer ID sharing via

Wechat

User shared an H5 page in a

chat or moments and this

share can be linked back to

him

User creates an account/logs

in/fills a form on an H5 page

User completes a purchase on

an H5 page

20 MADJOR and Fifty Five No diffusion or reproduction without authorization. Madjor.com fifty-five.com

“Data Generation Opportunities” Must Follow 3 Principles To Be Effective

1. CONTEXTUALLY

RELEVANT

2. SIMPLE 3. REWARDING + +

The request is made at the

right time in the user journey

Ex:

after purchasing a skincare set,

customers get a call to action

inside the packaging asking

them to register their product on

Wechat to verify authenticity

Data sharing is easy and does

not require too much efforts

from users

Ex:

registration is made easily by

scanning a QR code inside the

packaging

There is a clear incentive for

sharing data with, if possible,

an immediate reward

Ex:

after registering their product

followers get a 50RMB Wechat

coupon redeemable immediately

on the Wechat storefront

21 MADJOR and Fifty Five No diffusion or reproduction without authorization. Madjor.com fifty-five.com

Capturing The Window Of Opportunity In The First 48 Hours

The first 48 hours are

absolutely critical to

generating data that can

lay the basis for an optimal

experience going forward

Brands can use their service account to sent an unlimited amount

of 1 to 1 messages to fans in the 48h following either account

following or an interaction (Ex: send direct message, complete

payment, request Wechat customer service etc…)

HOW TO DO IT - EXAMPLES

Welcome message with clear CTA to share information

Autoreply menu or H5 survey for follower profiling

Enrich CRM database: call to action for Wechat CRM binding

with immediate reward (Ex: “Get 1,000 points for binding your

loyalty card to Wechat”)

Capture new members: call to action for sign up and personal

information binding with immediate reward (Ex: “Get a 50RMB

coupon for binding your Wechat account”)

Call to action to register product through Wechat

Initiate 1 to 1 conversation through the chat feed

How Can You Use This Data?

23 MADJOR and Fifty Five No diffusion or reproduction without authorization. Madjor.com fifty-five.com

Wechat Data Can Be Used Across 3 Key Dimensions

SEGMENT PERSONALIZE CONVERT

Group your followers into relevant

segments to enable more precise

targeting of content and offers

Create different Wechat journeys

for different follower groups

Convert followers more

effectively through targeted calls

to action and personalized offers

24 MADJOR and Fifty Five No diffusion or reproduction without authorization. Madjor.com fifty-five.com

Segmenting Your Audience

Group your followers into

relevant segments to

enable more precise

targeting of content and

offers

EXAMPLE OF SEGMENTATION CRITERIA

Recruitment source

Gender

City

Current location

Product affinity

Past transactions

Social influence (measured through number of clicks on past

content shared on moments)

Menu clicks

Past interactions with brand content

CRM status

25 MADJOR and Fifty Five No diffusion or reproduction without authorization. Madjor.com fifty-five.com

Personalizing The Wechat Experience

Create different Wechat

journeys for different

follower groups

EXAMPLE OF EXPERIENCE PERSONALIZATION

Menu links personalization

Push message content personalization (optimize usage of your

message quota)

Language choice based on follower profile

Personalized Wechat customer service (CS representatives can

access full consumer profile and history)

26 MADJOR and Fifty Five No diffusion or reproduction without authorization. Madjor.com fifty-five.com

Driving Conversion

Convert followers more

effectively through targeted

calls to action and

personalized offers

EXAMPLE OF CONVERSION MECHANISMS

Re-targeting inside Wechat through individualized CTAs based

on past interactions

Re-targeting outside Wechat through targeted media buy based

on Wechat behavior

Personalized promotions or Wechat coupons based on fan

interest

Up-sell offers integrated as part of purchase confirmation

messages

27 MADJOR and Fifty Five No diffusion or reproduction without authorization. Madjor.com fifty-five.com

Example – What Could This Mean For A Hotel Brand

SEGMENT PERSONALIZE CONVERT

Segment between same city

residents and inbound

travellers through capture of

profile data

Segment between business

and leisure travellers through

a welcome message and

auto-reply survey

Identify frequent travellers

through Wechat + booking

engine integration

Push specific content to same

city residents about F&B and

other ancillary services (Ex:

SPA)

Adjust menu links between

same city residents and

inbound travellers • Quick access to fast track

booking and reservation

management for inbound

travellers

• Quick access to F&B and

ancillary services content for

same city residents

All people who complete a

booking through the Wechat

storefront get a CTA to book a

F&B package with an

immediate 5% discount

Female same city resident are

targeted with a time limited

promotion for a SPA

“staycation” (1 night + full SPA

session + F&B package)

28 MADJOR and Fifty Five No diffusion or reproduction without authorization. Madjor.com fifty-five.com

Getting Started: A Practical Framework For Action

FRAME DEFINE ASSESS BUILD RUN

Consumer behavior: how is

Wechat used and integrated

in the customer journey?

Brand objectives: how do we

want to build brand equity?

Desired brand experience:

what kind of brand

experience do we want to

create?

Wechat use cases: where and

how do we want to integrate

Wechat in the brand

experience?

Data capture needs: which

are the key data points we

need to capture to match use

cases?

Data usage scenarios: how

are we going to use data to

build the Wechat experience?

Data need gaps: what data do

we currently have vs what we

need?

Technical need gaps: does

our current analytics solution

and technical infrastructure

allow us to get the data we

need?

Technical platform upgrade:

upgrading our analytics tools

and technical infrastructure

Initial data capture: build data

capture opportunities to

profile existing fan base and

assess current performance

Cross-environment

reconciliation: integrate data

across databases (CRM,

transactions…)

On-going data tracking: track

user actions

On-going data capture:

multiply data capture

opportunities

Rapid iteration: find new

creative ways to leverage

data for optimization and

personalized outreach

29 MADJOR and Fifty Five No diffusion or reproduction without authorization. Madjor.com fifty-five.com

Thank you!