WeChat - Combination of WhatApp and Facebook

WeChat – What ?Combination of WhatsApp and Facebook

1/29/2015 Deepak Kumar – [email protected] 1

mailto:[email protected]

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Tencent's WeChat active accounts – China

• More than 450 Million’s monthly active users

• Every third person in China use WeChat monthly

• Recently open advertising platform to all official accounts with over 100k followers.

• WeChat Friend’s share of total Chinese Social sharing in 2013: 25.6%

• WeChat Moment’s share of total Chinese social sharing in 2013: 23.4%

Deepak Kumar – [email protected]


31/29/2015

Weibo(Social Networking)

WeChat(Social Networking)

UC Web(Utilities)

Mobile QQ(Social Networking)

PPS(Entertainment)

135 Min

143 Min

106 Min

80 Min

90 Min

15%

13%

10%

3%

3%

Duration: time spend on app in a month FaceTime: % of total time spent on a smartphone

App categorization obtained form Apple App store

Top 5 accounts for

of time spend on iOS

44%

Top 5 App on iPhone



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Mobile QQ(Social Networking)

WeChat(Social Networking)

QQ Browser(Tools)

UC Mobile(Web browser)

Weibo(Social Networking)

342 Min

244 Min

209 Min

167 Min

132 Min

11%

9%

7%

4%

3%

Duration: time spend on app in a month FaceTime: % of total time spent on a smartphone

Top 5 App on Android Smartphone

Top 5 accounts for

of time spend on Android

34%



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Communications services to multi-functional platforms

WeChat – Services



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• Free micro messaging platform for the register users accessible through internet.• Add friend By scanning a QR code, users can easily add an account. Adding public account with QR codes is

one of the most popular ways for users to get information outside their friends circle. It’s also a very interesting tool for marketers.

• Moments is the core function of the WeChat, where users can update moments with Image/Video/Text/GIF or link. You will see there all the updates from your friends.

• Voice Message is quite similar with PodCast and is being developed into customer service hotline. Users may be quite thrilled if they receive an interesting voice message.

• “Wallet” WeChat Payment was launched in 2014. Users can pay, receive, mobile top up, air ticket booking and can play lottery

• “look around” social plug-in To get a list of people closed to you. You will see their names and signatures.• “Shake” plug-in WeChat looks for other users shaking their devices at the same time and gives you the option

to say “hi” to them. This is more proactive than the Look Around feature because you already know that people shaking their phone are eager to make contacts. Say hi and see how it goes. You can always shake again. Most of the users you could contact are Chinese.

• QR code is quite efficient to start a relationship with consumers. Users could just scan the QR code via their phone and they will be a member.

• “Drift Bottle” plug-in “Throw” to send out your voice or text message. Then select “Pick” to pick a drift bottle from the sea. You can reply to it or throw it back to the sea. It could push information to people randomly.

• logging into Game Center Social game is very popular in China and it’s also an opportunity for marketers to take.



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Why WeChat is Unique ?• Curiosity – Shake it Function (摇一摇), – This is more proactive than the Look Around feature because you

already know that people shaking their phone are eager to make contacts• The Drifting Bottle in the Sea (漂流瓶) function – “Throw” to send out your voice or text message. Then

select “Pick” to pick a drift bottle from the sea. You can reply to it or throw it back to the sea. • Look around (附近) feature makes it easy for users to chat with strangers meeting strangers offline –• The near by (附近) function allows you to see who is physically around you and then message the people you

want to meet in person emotional exploration – many youth use it to meet strangers and talk about their emotions. Any Asian mobile app always has a wide range of emoticons – this is a MUST!

• Translation – Recently WeChat added translation service that’s more associable to people and people can communicate easily even they don’t know each other language. Or You can say “you can talk with anybody on WeChat”

• Dating – youth use it to flirt with other youth, some use it to find other youth for one-night stands. • Updates from friends – Moments is a built in social network that looks a lot like twitter or Facebook, users

can.



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• Information could be sent to specific consumer, from which receivers could feel kind of special treatment. Just like a conversation between brands and consumers

• Information is more precise and receivers get it spontaneously• The interface has nothing except for marketer’s information and users’ finger. This is very

essential when users are tired of overwhelmed ads on websites• It is free• Rich media enables the marketing to be quite high-end• Combined with locations, you can never imagine how much fun could be discovered• Open Platform enables the synchronization between WeChat and websites. Contents on WeChat

could be shared from the website or contents on website could be shared from WeChat.• Public Platform is similar with authentic account on Weibo or brand webpage. The only

difference is that this is a talking one• Location Signature just like the street signs and people could hardly ignore them. You can just

put the advertising information in your signature and users will see it when they use the funny function called “Shake”.

WeChat is very powerful for marketing. It could become more attractive than Weibo and branded webpages.



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WeChat New Advertise platformThe Major platform to Advertise tomorrow



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• WeChat opens up advertising platform to official accounts with over 100k followers.

• The self-serve advertising system works for both subscription and service accounts (service accounts differ in that they have access to WeChat’s ecommerce functions), but requires they have at least 100,000 followers.

• As the new ad platform is still in beta, we expect to see more functions and features fleshed out in the near future.

Text Link Ad (left) and Ads Pages (image: WeChat)



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WECHAT OFFICIAL ACCOUNTSThere are two approaches to engaging customers in a relationship with WeChat, Service and Subscription Account.

• Setting up a Subscription Account is more basic and allows more broadcast services that you would expect to see with Twitter type communication.

• Service Account that offers up the ability to deliver more personal, more targeted, and more custom propositions.



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• Four broadcast messages per month• Displayed inline with personal contacts• Users receives push notification• Reply to any user message within 48 hours• Custom menus supported for all service accounts• More API connections• Payment API supported for all verified service accounts

Service accounts – Best for businesses and organizations who want access to advanced WeChat public platform features

The most important feature of WeChat’s service accounts is the ability tocreate a mini mobile site within the app and aiming at providing a widerset of services through WeChat: customer service, e-commerce, games,or other interactive feature. Content can be provided but it is not thecore service.

One change only: once you choose service account, you can’t go back


Subscription Accounts – Best for business who wants to push more frequents content, only for individuals

• One broadcast message per day• Displayed in subscriptions message folder• No push notification• Reply to any user message within 48 hours• Business must be verified and must use API• No menus for individual accounts• No support for payments• We-Media information• Encourage high quality content

Subscription accounts are a good choice forcompanies or individuals for which content is thecore service provided to customers: ability topublish daily is a key feature and other featuresprovided by the account are more limited.


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Enterprise accounts are similar to service accounts in some respects with some specificities:• Same visibility as service accounts (like a WeChat friend)• Can create many “sub-accounts” for different tasks, which enables to better structure information

which is sent.• Unlimited number of messages can be sent• Can be used to send all kind of documents (PDF, Word, etc…)• Each sub- account can use the “menu” function• Higher level of security (users have to follow the account, and then be added manually by the

account owner writing down their name, phone number and WeChat id). Account owner has to scan a QR code each time he logs in on top of writing down his user name of password. Data is encrypted.

To manage companies internal processes

Recently WeChat Introduce Enterprise accounts

Enterprise accounts are meant for the internal management of a company’s operations through WeChat. As such, they have high visibility, high security and more possibilities than traditional WeChat accounts



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How best to Market on WeChat:



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• Starbucks Songs for your Mood – Starbucks has long been one of the pin-up kids of social media in China and its WeChat initiatives are no exception. Starbucks’ most successful campaign utilized WeChat’s features by asking consumers to share their mood by sending one of WeChat’s 26 emoticons to the Starbucks WeChat account. They’d then receive a song through WeChat that reflected their mood. After a few months, 130,000 members had joined, having shared their emotions 238,000 times. In addition, it increased awareness and sales of their new fruity-iced drinks and increased Weibo users increase 9%.

• Nike Sports Festival Game – Nike, another star of Chinese social media, was quick to jump on the WeChat wagon. At the annual Nike Sports Festival in Shanghai, attendees could scan the Nike WeChat QR Code to partake in a badge-collecting game that combined WeChat with the movement tracking Nike + technology. It was a fun and interactive way to win prizes, meet sports stars and access rich content on the Nike WeChat page. The number of registered users grew from 1,256 on day 1 to 11,999 on day 4 as word spread, engaging a total of 22,000 consumers over the festival.

• Chinese Merchant Bank Helping Autistic Kids – In a novel way to build up their fan base, CMBC used WeChat’s Message in a Bottle feature to randomly send messages to WeChat users picking up random bottles. For every 500 replies, the bank funded training for an autistic child in China. More than 20 million replies were received.

• Cadillac Route 66 – Many Chinese consumers love American culture, so Cadillac played well to that with the classic Discover Route 66 campaign on WeChat, sending users daily updates, info and rich content from different spots along the highway in addition to weather and safety advice.

• Joy City Membership – Joy City, a popular chain of shopping malls across China, worked with more than 40 of its food, fashion and cosmetics retailers in a WeChat campaign. Shoppers were invited to scan the in-store QR codes to get a Joy City membership card. Once registered, members could use their card or their smartphone for privileges such as discounts and giveaways.

Who’s Doing it Well?



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• You Need To Attract Followers – To be successful on WeChat, you need followers. Unlike some channels, most WeChat users won’t find you through a search; it’s all about your QR Code. WeChat allows you to simply create a QR Code allowing WeChatters to do a quick scan to become a fan.

• QR Code – Ensure customers can find your QR Code – post it on your website, on your packaging, social media, in your store and on your advertising – if it’s easy to scan. WeChat also has an API that allows you to integrate the service into mobile apps to attract followers. Be aware that consumers who follow a businesses on WeChat are letting them into their inner circle, so you need to give them a good reason to sign up. You can offer coupons, prizes, entertainment, pictures, Wi-Fi access, POS promotions, VIP treatment or support.

• Help Your Followers Love Your Brand and Act upon it – Once you’ve got the followers, you can send communications to individual users or specific groups. It’s a good idea to tailor your messages to make them relevant and personal. News, coupons, offers and promotions, VIP membership, entertainment and general pieces of interest all work well. Amongst the mass of people in China, Chinese consumers like to feel exclusive, especially for luxury brands, and WeChat allows you to create exclusive clusters for VIP customers. It can also provide a useful forum for research focus groups. Soon brands will be able to offer customizable menus on their WeChat pages to allow shopping and other features such as recommending close-by shops. Watch this space.

Define the role of WeChat in your brand’s digital

ecosystem

Define your content strategy

Promote your WeChat QR code aggressively

Three best marketing strategy for WeChat



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I’m truly passionate about my work and I’m always interested in hearing from former colleagues, managers, or just interesting creative folk, so feel free to contact me on LinkedIn if you’d like to connect.

LinkedIn – http://cn.linkedin.com/in/deepakdeepuMail – [email protected]

http://cn.linkedin.com/in/deepakdeepu

http://cn.linkedin.com/in/deepakdeepu


WeChat - Combination of WhatApp and Facebook

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