WeChat Marketing Solution WT Media 2014
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What is WeChat?
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Developed by Tencent and released in 2011, Wechat has empowered over 396 million monthly active users worldwide by the end of March 2014
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WeChat empowers users in fun dynamic ways by bringing together messaging, social communication and O2O services in one seamless, interactive experience, with comprehensive privacy and security settings that can be tailored as needed
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WeChat is the world's fastest growing social app that available free for download on Android, BlackBerry, iOS, Symbian and Windows operating system.
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What is WeChat? Growth of WeChat Service
WeChat was born in China in January 2011 originally named Weixin, which in Chinese means micro messages, then it acquired the international language support in October. JAN 2011
Born
100 Million
MAR 2012 WeChat had more than 100 million users by March 2012. In April 2012, Weixin re-branded as WeChat for the international market.
WeChat had 300 million users by Jan 2013. In July 2013, WeChat had 70 million users outside China and Lionel Messi became the latest product ambassador of WeChat.
>700 Million
JAN 2013
NOW
300 Million
Now WeChat has more than 700 million users world-wide ďźŒ including 500 million in China 200 million outside China and 1.5 million in Australia. Ranked NO.1 Social Apps in 27 countries.
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What is WeChat? Global Usage 54%
% of global smartphone users who have used the app in Q2 2013
44% 35%
30%
Google Maps Facebook
Youtube
Google+
27%
22%
22%
22%
Skype
Facebook Messenger
17%
11%
Instagram Source: statista
WeChat has ranked the NO. 5 on the most popular mobile application global ranking, which has better performance than Facebook Messenger, Twitter, Skype, Whatsapp, Instagram, and other similar products.
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What is WeChat? Features of Wechat (1/2)
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VOICE CHAT
MOMENTS
This is also known as free Internet phone calling. Simply pick your contact from your phone’s contact list and start talking. You can also send text chats as well.
Moments allow you to micro-blog and post thoughts and images to your friends like Facebook and twitter updates. These posts are automatically updated to your circle of friends and it is valuable for digital marketing
M-Commerce
VIDEO CALL
Wechat allows brands create mcommerce pages or stores. You can even buy goods from vending machines via WeChat on your phone.
Wechat comes with a standard QR Code reader, allowing the app to instantly work with QR codes and better integrate with the message, promotion or information that is attached to it.
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What is WeChat? Features of Wechat (2/2)
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VIDEO CALL
GEO-LOCATION
Wechat allows users to make face-to-face video calls by simply pressing “+” and selecting the “video call” icon under the chat window. This will use all your cell phone’s contacts.
WeChat has several features that allow you to search via your geo-location for WeChat friends or other members who are nearby. ‘Shake’ allows you to look for other members around.
GAMES
EMOTICONS
WeChat offers games directly inside the app itself. The game center has several titles for free to download and play. You can play the games solo or with the your WeChat friends.
Besides a huge number of emoji collections that WeChat provides for free, users can also add their own emoticons by simply downloading from websites, or creating their own from photo albums.
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Why WeChat? WeChat Worldwide Acceptance
Besides Asia, WeChat is spreading also on the other four continents. • Europe: Spain & UK • America: The United States, Canada, Mexico, Brazil & Argentina
• Africa: South Africa • Oceania: Australia
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Why WeChat? Business Advantages 1
700 million users globally, and growing. Businesses have the option of applying for a public account for customer subscription and brand notifications.
2 Ability to geo-target consumers based on location, gender, etc. for precise positioning.
4 Personalized customer-relationship management that focuses on individual consumer rather than mass exposure.
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WeChat Marketing WeChat Official Account
• a cyber-name card for business who would like to promote its brand through a quicker, easier, and more direct way towards target audiences • a comprehensive media platform for organisations, companies and groups who want to build up its global market • With proper strategic deployment, WeChat official account can truly bridge the gap of O2O marketing, reach new customers virally, and build even stronger ties with customers
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WeChat Marketing WeChat Official Account Global Users The use of WeChat as a marketing channel is a clear growth opportunity for brands and business in the digital space and has been accepted globally. With such a strong and devoted user base, brands can better reach and influence their target consumers using WeChat’s innovative features of fusing both online and offline interaction.
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WeChat Marketing How could the contents and campaign be spread through WeChat Official Account?
• “Moments” is one of the most valuable features for digital marketing on WeChat. Users can send status updates with pictures or text similar to the Facebook or Twitter functions inside of WeChat, allowing users to create a personal updates or diary • This feature introduced WeChat to a more public, visible social media channel where updates can be openly shared and viewed by a wide group of connections • Brands have taken advantage of "public accounts" to create awareness and spread messages virally through the use of its own official accounts and influencer’s accounts and to attract followers to share the contents on “Moments”
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WeChat Marketing How could the contents and campaign be spread through WeChat Official Account?
Client oriented contents and campaign publish on WeChat Official Account
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Users find interesting or useful contents from WeChat Official Account
Users participate and share the information on WeChat Moments
Spread
User’s WeChat friends will see the content show up in their WeChat Moments
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WeChat Official Account Case Studies The Nature Conservancy I New York
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WeChat Official Account Case Studies The Nature Conservancy | New York
• Subscription Official Account
• Sending carefully selected rich media contents to subscribers daily • Menu combined with the sections of “Explore”, “Photos” and “Donate” • WeChat Account QR Code displayed on the organization website
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WeChat Official Account Case Studies The Nature Conservancy | New York • WeChat‘s platform will allow users to learn about the work of The Nature Conservancy and how their initiatives will benefit nature and society • WeChat subscribers will be able to get personally involved with the program alongside access to the latest photos and surprises • By partnering with WeChat, the Nature Conservancy can inspire a broader group of consumers around the world who want to learn more about how they can get involved and also connect with others with similar interests.
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provides users the opportunity to interact with their environment in ways never thought possible just a few years ago. “ - Amy Ganderson, Director of digital marketing, The Nature Conservancy
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WeChat Official Account Case Studies The Harrods Store | London
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WeChat Official Account Case Studies The Harrods Store| London
• Subscription Official Account
• Chinese language contents • Customised binding auto reply rules • Menu combined with the sections of “Fashion”, “Magazine” and “Home Gallery” • Conveys its latest content and special offers to Chinese consumers.
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WeChat Official Account Case Studies The Harrods Store| London • The WeChat Account gives Harrods access to more than 500 million Chinese users around the world, many of whom are unfamiliar with the retailer • For consumers who have already experienced Harrods through travel and ecommerce, they will be better connected to the retailer which may drive purchases • Campaign: giving away prizes to the first consumers who sign up to chat with Harrods to celebrate the launch of its WeChat account
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“Harrods
WeChat Account is an excellent example of how brands can leverage the evolving technology to create a stronger connection with their customers.“ - Melody Adhami, President of Plastic Mobile, Toronto
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WeChat Official Account Case Studies Vivienne Tam| New York
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WeChat Official Account Case Studies Vivienne Tam| New York • Subscription Official Account • Chinese language contents • Menu combined with the sections of “Super Model Contest”, “Fashion Series” and “About Vivienne Tam” • Designed four sets of customizable chat wallpapers that WeChat users can choose from to decorate and accessorize any of their chat conversations inspired by Vivienne Tam Fall 2014 collection
• WeChat Account QR Code displayed on Vivienne Tam website
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WeChat Official Account Case Studies Vivienne Tam| New York
• enables Vivienne Tam to communicate with global customers and global fans • By adding Vivienne Tam’s official account on WeChat, users can step into her world of fashion and receive exclusive photos, video and audio messages directly on their smart phones.” • Campaign: “Next International Super Model WeChat Contest”, all WeChat users are eligible to win 2 highly coveted VVIP front row seats with pre- and post- show backstage access and aspiring models can compete for an unprecedented chance to walk the runway in the show itself
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““We are always looking for innovative ways to grow with technology and WeChat lets me bring the fashion week experience from a designer’s lens to a wider audience - Vivienne Tam, CEO of Vivienne Tam, New York
WeChat Account Marketing Services
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WT Media WeChat Services and Marketing Strategy
Stage 1: Account setting up, verification and menu design Account setting up services and administration and technology support Advisory services for WeChat Account including account type chosen, account audience analysis and initial marketing strategy
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Stage 2: Account awareness development Account Daily maintenance services Account awareness building up through internal and external channels and resources
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WeChat Account Marketing Services
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WT Media WeChat Services and Marketing Strategy
Stage 3: Online and offline campaign Tactical campaigns planning and implementation for local and international WeChat account followers After campaign data collection and analysis
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Stage 4: WeChat project management Weekly and monthly account management report and followers behavior analysis report Working hour account followers inquiries responding services Accounts Joint promotion and campaign
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THANK YOU
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