WeChat is the key to unlocking Content x Commerce in China. We look into WeChat to better understand the; (1)The Overall Ecosystem, (2)Audience paths for brands ...AND (3)How Content (social media) and Commerce come together. Includes some examples by industry of branded accounts - specifically for travel/tourism, retail and health.
- 1. wechat ecosystemby totem media | oct 2014
2. wechat is the key to unlockingcontent x commerce in china. 3. About this presentationThe problem to be solved.wechat has quickly moved into the positionof leader in chinas social media scene ...with600m+ users globally.it is more than a social app. Wechat is acomplete ecosystem, bringing social, contentand commerce together in one tight bundle.in this presentation, we explore theecosystem and user paths on wechat. 4. wechatour take 5. Wechat Analysisfor brandswechat is more than just a social app.Its a complete ecosystem. 6. messaging - content - commerce 7. China Online Ecosystemdisplay(Sina, Sohu)online video(Youku/Tudou)social(Weibo)search(Baidu)ecommerce(Taobao)brand.cnFragmented, complex user journeysWeibo - users have moved onEcommerce - most sales flow through TaobaoDisplay - limited RTB, poor quality dataBaidu - less effective than Taobao for search 8. WeChat Ecosystemdisplay(N/A)online video(Tencent/Weishi)social(Moments)search(Coming)ecommerce(Tenpay/WePay)subscriptionaccountBrand - Contentbrand. mobi serviceaccountBrand - InteractionInteraction ModulesEcommerceCustomer ServiceLoyalty ManagementReservationsO2OShorter, simpler pathsSelf-contained ecosystemA cleaner environment (fewer ads)Social first / Ecommerce linkedHarder to build awareness & followers 9. its a very tight link betweencontent and commerce. 10. user paths& brand sites 11. Chat/IM (Voice/Text)One-to-oneOne-to-manySharingPictures/VideoLocationsBusiness detailsVoice & Video CallsDiscoverQR Code: Offline-to-onlineLook around: New friends in areaShake: contact exchange (intro)Drift Bottle: discover a messageEcommerceShopping, group-purchase, gifts,movie tickets, dining payments,taxi reservations...Key FunctionsUser Homescreen 12. Payment FunctionsThe Tencent/WePay WalletWeChat Shopping MallLinked to www.yixun.comDaily DealsMostly built around Tencentinvested Dianping(for F&B)8663Link Payments to:Chinese Bank Cards (Debit)Chinese Credit CardsTenpay/WePayInt. Credit Cards (Visa, MC...)Red Pocket Hong BaoGiving/exchanging moneySplit the ChequeAt Restaurants 13. Branded Accounts2 Main Paths for BrandsserviceaccountsService Accounts offer brands theopportunity to add many morefeatures and functions, includingcustomer response, sales/payments,bookings...etc. Service Accounts aremore flexible but are limited in termsof content sharing to four pushmessages per month.SubscriptionaccountsSubscription Accounts aredesigned for brands to shareupdates with audiences, with alimit of one push message perday. Its purpose is to mirror thesocial awareness building activitiesthat take place in Weibo. Very fewadditional functions can be added. 14. Paths to purchaseChannels for brands to sell 15. Loyalty Card: In-DepthBrand CRM x Sales/PromotionsReward PointsCoupons/OffersPersonal InfoRegistrationPaymentsStore Finder1 2 3Search forBranded LoyaltyCards by Location orName.Signing up forLoyalty Cardautomatically enrollsthe user in theBrands otherAccountsWeChat ID: qqicard 16. brand accountsfeatures by category 17. travelWhat Did We Do:Monthly management of contentCreative/visual content creationCampaigns to drive sales/bookingsKey Functions for Travel:1. Content - great stories &pictures about places,experiences, hotel, shopping,dining...2. Reservations & Payments3. Customer Service - contact withrepresentatives from location, hotel,agency to help with decisions...inChinese Language.Destinations Hotels 18. retailKey Functions for Retail:1. Ecommerce - Easy path topurchase, together with customerservice. Could also look atpromotions options (Snap-ups,flash sales, loyalty).2. Content - High-quality photos &videos featuring products.Localized visualization of productsin China.3. Social Functions - for sharing,saving and community interaction. 19. healthKey Functions for Health:1. Content - videos, Q&A fromexperts (doctors), and testimonialsfrom other patients...2. Customer Service - contact withrepresentatives to ask questionsabout:- Health issue/treatment- About services provided- Reservations/bookings3. Community - support fromothers with similar issues ...crowdsupport 20. citiesWhat Did We Do:Monthly management of contentCreative/visual content creationCampaigns to drive sales/bookingsKey Functions for Travel:1. Content - great stories &pictures about places,experiences, hotel, shopping,dining...2. Reservations & Payments -shopping on-location or fromChina.3. Customer Service - contact withrepresentatives from location, hotel,agency to help with decisions...inChinese Language>400-7293-765+>>VancouverCity GuideShopping CartContent (Pics, stories)HotelsCool Stuff (Shopping)Restaurants 21. more categories & casescoming soon 22. totem mediacontact usChris Baker, Managing DirectorEmail: firstname.lastname@example.orgTwitter/WeChat: Talktototem 23. totemWe bring brands togetherwith the right audienceswechat I Branded Content I social 24. who we areTotem is a social media solutions company,serving international brands in China. weare based in Beijing and have offices inhong kong & shanghai.We provide social media agency servicesfocused on wechat (content x commerce). 25. our serviceswhat we do in wechat1. Create Accounts2. Content Creation3. CRM / Fan Management4. Strategy 26. 1. create accountsWhat We Do:Design and develop branded accountsHost/Manage ongoing operations of accountsCreate new modules/applications 27. 2. content creationWhat We Do:Images/videos and other nativecontents ...to attract and retain fans:- Social ready images/photos- Videos (long & 6-8second vine)- Infographics- ArticlesLocalized for China 28. Images that fit into her world - what she sees...her placeMade for ChinaPlaces & Scenarios Close to Home 29. Global Creative TeamsBeijingshanghaihong kongvancouversan francisconew Yorklondonparischicagol.a.romechengdubangkoksydneytorontoFor Native Chinese Contentlas vegasmacaubarcelonasingaporetokyo 30. 3. CRm / fan mgtWhat We Do:Build audiences using KOLs and otherchannelsRetain fans/followers & insights analysisGuide followers to brand objectives:- Campaigns- Sales- O2O (events, etc) 31. 1 2 3 4Audiences scan QR fromOffline (Shop) or from Online(Brand Site, Weibo...).Searching for theBrand/Accountname.Via an LBS searchfor Loyalty (Branded)Account.By referral/recommendationby friends, influencers andKOLs.5Great Content!Attracting FollowersBringing Awareness to Accounts 32. Influencers/KOLsTo Speed Up GrowthWeChat is quickly following a similar path asWeibo before it, in the use of KOLs (Key OpinionLeaders) to support the growth of brandedaccounts - helping brands to increase followercount.There are two main ways to identify KOLs andevaluate them for endorsements and seeding ofbranded content:1. Go through online lists of public WeChataccounts, such as:www.anyy.netwww.weixinlv.com2. Identify KOLs with large followings on SinaWeibo and/or Tencent Weibo. This provides areasonable insight into the likely followernumbers in WeChat for accounts which are notpublic. 33. 4. StrategybWhat We Do:Map out users journeys (path to purchase)Organize media partnershipsCreate strategies for awareness, content,CRM, sales and building brandedecosystems in WeChat. 34. totem mediacontact usChris Baker, Managing DirectorEmail: email@example.comTwitter/WeChat: Talktototem