Digital Jungle eBook WeChat

Updated

MasteringWeChat

By September 2013 350 million registered users.

What is WeChat? WeChat is an innovative mobile chat application that supports the sending of voice messages, videos, pictures and text messages to your digital con-tacts. Launched in January 2011, WeChat has been climbing the ranks of mobile applications and supports a multi-person (group) communication application. Peo-

ple can use this free app to contact their friends in an easy and timely fashion.

Who Uses WeChat? According to the official data published by the WeChat team, by September 2013 WeChat already had over 350 million registered users (most of which come from other Tencent platforms in China, or Sina Weibo.). Approximately 50% are between the ages of 25-30, most of which are white-collar. Many of Sina Weibos users are now using their WeChat accounts regularly. On November 25 2012, Apple Inc.s iOS ranked WeChat the most popular social networking application in six countries (measured by downloads): Taiwan, Hong Kong, Vietnam, Argentina, Thailand and Brunei (App Annie), and it measured top ten in 43 different markets

The WeChat Public Platform: WeChat public platform is a new function add-ed to the original fundamental platform. Via this platform, users can create their own public account using a QQ number. This account gives the user an integral communication platform, allowing them to interact with groups of friends through words, pictures and voice messages.

01Digital Jungle E-Book

WeChat boasts 350 million registered users and a 77% active user base. According to TechInAsia Wechat has 271.9 million monthly active users.

http://www.digitaljungle.com.cn/

02

Why WeChat?

The Authenticity of Users: WeChat requires a telephone number in order to sign up for a personal account. This makes WeChat the strictest social media platform in China, ensuring there are less fake accounts. The Controllability of Users: WeChat official accounts can directly reach their target audience. In addition, fans can be segmented due to their provided demographic information. Emerging Markets; As discussed, WeChat is an immensely popular tool within the Chinese market. However Tencent has already signalled their intent to break into other markets.

Why WeChat?Mobile Advertising



04

Caution

Number of Users

29%71%

INFORMATION...

!

Total number of users is now over 350 million, with 29% or 100 million users outside of China. 71% of users are mainland Chinese.

Remeber that every mes-sage you send will end up in the hands of potential consumers. They have trusted you with their in-formation, dont abuse it.

INFORMATION...Female37%Male67%

Brand CampaignThe main purposes of drift bottles:

*Throw A Bottle:

Users can choose to publish a voice message or text in a bottle. Users can

then throw the bottle into the sea. If the bottle is picked up by another user,

a conversation can be developed.

*Pick Up A Bottle:

Pick up bottles from the sea and begin a conversation with the owner of the

bottle. Each user has 20 opportunities to pick up bottles per day.

Tip: Using voice messages can increase your conversation conversion rate by

making your messages more vivid.

Campaign Tool 1: Drift Bottle

Throw A BottlePick Up A Bottle.


China Me

rchants B

ank laun

ched a ca

mpaign u

sing the

Throw a

Bottle fu

nction of

WeChat.

China Me

rchants

Bank wou

ld cast bo

ttles into

the sea

with a ve

ry distinc

t

message

.

The mes

sage stat

es that fo

r every 50

0 replies

they rece

ive

they will

donate p

rofession

al training

courses

to autist

ic

children a

round Ch

ina. WeC

hat users

using the

drift bot

tle

and/or sh

ake func

tions cou

ld then s

ee this m

essage a

nd

act accor

dingly. C

hina Mer

chants Ba

nk would

then act

through

a 3rd part

y charity

little no

tes, sma

ll charity

.

This prov

ed to be a

very succ

essful ca

mpaign f

or the ba

nk

in terms

of brand

exposure

and bran

d reputat

ion amon

gst

the Chine

se commu

nity.

Ideas for s

imilar Cam

paigns

Merchant

s Bank

China

The cam

paign wa

s a great

success a

nd

is a good

example f

or other c

ompanie

s.

Compani

es could c

onstruct

similar c

ampaign

s.

Throwing

bottles c

ould be u

sed to ra

ise

awarene

ss about a

ny charit

y or disc

ount.

Offering

different

discounts

could br

ing in ne

w

business

. A comp

any coul

d use an

y numbe

r of

creative

ideas to

reach tar

get audie

nces.

China Mer

chants Ba

nk Campai

gn


06

Shake! Shake!Campaign Tool 2: Find Nearby People

WeChat has included a LBS (Location Based Service) func-tion, which allows merchants to find users nearby, and vice versa. Under the tab Friends there is an extension Finding the people nearby. They can then target offers specifically to users; sending them promotional offers and subjecting them to adver-tisements according to the different demographic information they receive (basic info and signature). Advertising merchants can benefit from using the signature as a free ad location to promote their brand.

Tip: Marketing staff can run a WeChat campaign in crowded places to appeal to a mass audience easily. This can be an ex-cellent platform for advertising.


In WeChat, users can add friends and follow enterprise accounts via scanning QR codes. Enterprises can easily build their unique QR codes and place them in strategic locations to draw attention from their desired demographic (See the Nike best prac-tice example below). Merchants can attract users through discount information and other promotional activities; developing their one-on-one campaign model, thus the one-to-one relationship has begun. Tips: Dont forget to put the brand logo in the QR code. This can help improve brand exposure.

Campaign Tool 3: Scan The QR Code

Digital Jungle

on WeChat

MORE INFO HERE The Importance of Mobile Advertising in China

Tapping into WeChat Marketing

WeChat Marketing Service

Do You Do Social Media Management?

08http://www.digitaljungle.com.cn/

Nike use

d WeChat

to target

white-co

lar 20

year olds

. They de

veloped

a sports

brand

subscript

ion platfo

rm with a

sports-o

n-the

go conce

pt, where

users ca

n opt to f

ollow

the brand

and rece

ive daily

news an

d Nike-

related u

pdates. T

he news

updates w

ere

about spo

rts and N

ike. The a

rticles cov

ered

everythin

g from ba

sketball

to badmin

ton.

Sports On

The Go

Kobe Brya

nt

Nike Sports-On-The-Go

Nike Sports-On-The-Go Campaign

What Did Nike Do? Why Did Nike Use The WeChat?

Nike Sports-On-The-Go Campaign

On August 24, 2012 sports giant Nike launched their sports brand subscription

platform with a Nike sports-on-the-go concept in China, i.e. WeChat users

can opt-in to receive Nike related updates and receive daily news

from the organization.

What Did Nike Do? Online and outdoor marketing campaign, utilized QR codes featured in noticeable public locations e.g. posters, retail flyers, taxis etc

Why Did Nike Use The Platform?

Rise of WeChat in popularity

Emergence of Mobile and Smartphones as a key medium to

reach consumers. In China the growth of Smartphone popularity has seen mobile internet usage overtake that of fixed line internet! Improve Nikes one-on-one customer relationships Build up their CRM system Exploit the opportunities of the youthful demographic


Content Campaign

WeChatCampaign Tool 1 - Open Platform: WeChat developers have also created an application which allows you to share content that you like from around the web with your friends.Campaign Tool 2 - Voice Messages: Voice messages are a fresh way to pass your contents message to consumers, it gives brands an opportunity to be creative. Ordinary accounts can send words, pictures, and voice messages, while a verified account can also send topic messages. Inbound marketing activities with real time applications are becoming increasingly important for brands wishing to connect with their target markets. Brands must utilize this in the campaigns.

Using Voic

e Messag

e

Voice Mes

sages

Here is a

picture of

an indiv

idual

using vo

ice mes

saging o

n WeChat

.

The app

is extrem

ely easy t

o use an

d

allows for

message

s to be s

ent over

wi-fi or 3

G networ

ks. The p

opularity

of voice m

essaging

has risin

g over

the past f

ew years

.

Creativity Execution


10

TOP 10 TIPSGETTING INTO WECHAT MARKETING

Top 10 tips:1 Define the role of WeChat2 Define your content strategy3 Define your target audience4 Promote your WeChat QR code5Send out messages in a bottle6Up date your content often7Be perosonal and funny8Use voice messages9Use LBS functions10Shake! Shake! Shake!


We are Chinas largest independent content focused, digital marketing agency, boasting 120+ staff in China and around the region. Our primary focus is to work with Western organizations to deepen their relationships between their brand and Chinese consumers; through quality content and strategic thinking, to drive consumer action, and to deliver value and measurable results for our clients.

Content is a currency in todays landscape for any brand or business. Therefore, were centered on creating and curating content experiences that drive deep con-sumer engagement across all platforms. We develop content strategies that help brands get discovered, become engaged, builds advocates, stimulates people down your sales funnel and assists with your SEO activities.

Digital Jungle

Start connecting

with your Chine

se

audience using

WeChat Get Star

ted!Want to Reach

China?

MORE INFO HERE For more information about Digital Jungle and for help with WeChat marketing please contact us:

[email protected] www.digitaljungle.com.cn www.weibo.com/digitaljungle www.slideshare.net/digitaljungle


12

Documents

Digital Jungle eBook WeChat