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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.
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wechat ecosystemby totem media | oct 2014
wechat is the key to unlockingcontent x commerce in china.
The problem to be solved.
wechat has quickly moved into the position of leader in china’s social media scene ...with
600m+ users globally.
it is more than a social app. Wechat is a complete ecosystem, bringing social, content and commerce together in one tight bundle.
in this presentation, we explore the ecosystem and user paths on wechat.
About this presentation
wechatour take
Wechat Analysis for brands
wechat is more than just a social app. Its a complete ecosystem.
messaging - content - commerce
China Online Ecosystem
display(Sina, Sohu)
online video(Youku/Tudou)
social(Weibo)
search(Baidu)
ecommerce(Taobao)
brand.cn
Fragmented, complex user journeys
Weibo - users have moved on
Ecommerce - most sales flow through Taobao
Display - limited RTB, poor quality data
Baidu - less effective than Taobao for search
WeChat Ecosystem
display(N/A)
online video(Tencent/Weishi)
social(Moments)
search(Coming)
ecommerce(Tenpay/WePay)
subscriptionaccount
Brand - Content
brand. mobi serviceaccount
Brand - Interaction
Interaction ModulesEcommerceCustomer ServiceLoyalty ManagementReservationsO2O
Shorter, simpler paths
Self-contained ecosystem
A cleaner environment (fewer ads)
Social first / Ecommerce linked
Harder to build awareness & followers
its a very tight link between content and commerce.
user paths& brand “sites”
Chat/IM (Voice/Text)One-to-one
One-to-many
Voice & Video Calls
Sharing Pictures/Video
LocationsBusiness details
DiscoverQR Code: Offline-to-onlineLook around: New friends in areaShake: contact exchange (intro)Drift Bottle: ‘discover’ a message
EcommerceShopping, group-purchase, gifts, movie tickets, dining payments, taxi reservations...
Key Functions
User “Homescreen”
Payment Functions
The “Tencent/WePay” Wallet
WeChat Shopping MallLinked to www.yixun.com
Daily Deals Mostly built around Tencent
invested “Dianping” (for F&B)
8663
Link Payments to:Chinese Bank Cards (Debit)Chinese Credit CardsTenpay/WePayInt. Credit Cards (Visa, MC...)
Split the ChequeAt Restaurants
Red Pocket “Hong Bao”Giving/exchanging money
Branded Accounts
2 Main Paths for Brands
service accounts
Service Accounts offer brands the opportunity to add many more
features and functions, including customer response, sales/payments, bookings...etc. Service Accounts are more flexible but are limited in terms
of content sharing to four “push messages” per month.
Subscription accounts
Subscription Accounts are designed for brands to share
updates with audiences, with a limit of one “push message” per day. Its purpose is to mirror the
social awareness building activities that take place in Weibo. Very few additional functions can be added.
Paths to purchase
Channels for brands to sell
Loyalty Card: In-Depth
Brand CRM x Sales/Promotions
Reward Points
Coupons/Offers
Personal Info
Registration
Payments
Store Finder
Search for Branded Loyalty
Cards by Location or Name.
Signing up for Loyalty Card
automatically enrolls the user in the Brand’s other “Accounts”
1 2 3
WeChat ID: qqicard
brand accountsfeatures by category
What Did We Do:Monthly management of contentCreative/visual content creationCampaigns to drive sales/bookings
travel
Key Functions for Travel:1. Content - great stories & pictures about places, experiences, hotel, shopping, dining...
2. Reservations & Payments
3. Customer Service - contact with representatives from location, hotel, agency to help with decisions...in Chinese Language.
Destinations Hotels
retail
Key Functions for Retail:1. Ecommerce - Easy path to purchase, together with customer service. Could also look at promotions options (Snap-ups, flash sales, loyalty).
2. Content - High-quality photos & videos featuring products. Localized visualization of products in China.
3. Social Functions - for sharing, saving and community interaction.
health
Key Functions for Health:1. Content - videos, Q&A from experts (doctors), and testimonials from other patients...
2. Customer Service - contact with representatives to ask questions about:
- Health issue/treatment- About services provided- Reservations/bookings
3. Community - support from others with similar issues ...crowd support
What Did We Do:Monthly management of contentCreative/visual content creationCampaigns to drive sales/bookings
cities
Key Functions for Travel:1. Content - great stories & pictures about places, experiences, hotel, shopping, dining...
2. Reservations & Payments - shopping on-location or from China.
3. Customer Service - contact with representatives from location, hotel, agency to help with decisions...in Chinese Language
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Hotels
Cool Stuff (Shopping)
Restaurants
Vancouver City Guide
Content (Pics, stories)
more categories & cases coming soon
We bring brands together with the right audiences
totem
wechat I Branded Content I social
Totem is a social media solutions company, serving international brands in China. we are based in Beijing and have offices in
hong kong & shanghai.
We provide social media agency services focused on wechat (content x commerce).
who we are
our serviceswhat we do in wechat
1. Create Accounts 2. Content Creation 3. CRM / Fan Management4. Strategy
What We Do:Design and develop branded accountsHost/Manage ongoing operations of accountsCreate new modules/applications
1. create accounts
2. content creation
What We Do:Images/videos and other “native” contents ...to attract and retain fans:
- Social ready images/photos- Videos (long & 6-8second “vine”)- Infographics - Articles
Localized for China
Images that fit into her world - what she sees...her place
Made for China
Places & Scenarios Close to Home
Global Creative Teams
Beijing
shanghai
hong kong
san francisco
vancouver
new York
london
parischicago
l.a.
rome
bangkok
sydney
toronto
For “Native” Chinese Content
las vegas
macau
chengdu
barcelona
singapore
tokyo
What We Do:Build audiences using KOLs and other channelsRetain fans/followers & insights analysisGuide followers to brand objectives: - Campaigns - Sales - O2O (events, etc)
3. CRm / fan mgt
Audiences scan QR from Offline (Shop) or from Online
(Brand Site, Weibo...).
Searching for the Brand/Account
name.
Via an LBS search for Loyalty (Branded)
Account.
By referral/recommendation by friends, influencers and
KOLs.
1 2 3 4
5Great Content!
Attracting Followers
Bringing Awareness to Accounts
Influencers/KOLs
To Speed Up Growth
WeChat is quickly following a similar path as Weibo before it, in the use of KOLs (Key Opinion Leaders) to support the growth of branded accounts - helping brands to increase follower count.
There are two main ways to identify KOLs and evaluate them for endorsements and seeding of branded content:
1. Go through online lists of public WeChat accounts, such as: www.anyy.net www.weixinlv.com
2. Identify KOLs with large followings on Sina Weibo and/or Tencent Weibo. This provides a reasonable insight into the likely follower numbers in WeChat for accounts which are not public.
What We Do:Map out users journeys (path to purchase)Organize media partnershipsCreate strategies for awareness, content, CRM, sales and building branded ecosystems in WeChat.
b
4. Strategy
