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Marke&ng)&)Media)How0To)Series:)Shocking)Secrets)You)Didn’t)Know)About)WeChat!
8:00am,'May'23,'2017'
Brought(To(You(By(The(Marke0ng(&(Media(Commi7ee((
2
MARKETING & MEDIA COMMITTEE
PAUL LIN Chief Strategy Officer
OMD China
PaulLin123
NATALIE LOWE Managing Partner / Co-Founder
The Orangeblowfish
ChattyNattii
CHAIR CHAIR
ALI DIBBLE Strategy Project Manager
Spark44
AliDibble
VICE CHAIR
3
Focus on Marketing, Advertising and Communication
Issues
Leverage the experience of
AmCham Marketing Members
Provide a forum to learn, discuss and
network with others.
Be the Voice of American Business
(in Marketing) in China.
PURPOSE TYPES OF EVENTS
1. Headline Marketing & Media Events - 1x Quarter
2. How-To Series – Every Other Month
3. Launching Executive Roundtable – 2x Year
4. Media/Agency Meetups - TBC
4!
UPCOMING EVENTS
• May 24: AmCham Shanghai Future of Food Conference at Four Seasons Hotel
• May 24: Membership Mixer at Sasha’s • May 25: The 100-day Plan and the Future of U.S.-China
Relations • June 6: Monthly Membership Briefing • June 7: Branz Top 100 Most Valuable Chinese Companies
Hosted by the Marketing & Media Committee
5
GET INVOLVED WITH AMCHAM SHANGHAI
AmChamShanghai
For AmCham Membership Info, see one of the Staff Members
AmChamShanghai
6!
TODAY’S SPEAKERSShocking!Secrets!You!Didn’t!Know!About!WeChat!
Aaron Chang Director, Jing Digital
Joseph Leveque Managing Partner, 31 Ten
Eric Xiao Marketing Director, PWC
From IQ to CQ: How brand touches the heart
May 2017
All!rights!reserved!by!the!author.!
Social'media'landscape'in'China
8!
BATS,'the'core'of'the'China’s'social'and'digital'landscape
B A
T S
Video'con;nues'to'rise'as'it'fragments
TradiBonal!video!sites! Short!video!apps!! “Live”!video!broadcasBng!!
Q&A'reinvigorated'with'AMA'as'plaBorm'for'deep'engagement
KOL'landscape'evolves'with''Wang'Hong
K O L
Manage'your'brand'environment
15!
16!
2016'Word'of'the'Year
? Post-truth
What is the colour of 2017?
Keep'the'balance
18!
Life Work World
A U T H E N T I C
The'past,'present'and'future'of'brand
Past Present Future
Intelligence Quotient
Emotional Intelligence
Cultural Intelligence
What'does'this'mean'to'a'marketer
“Nothing is so powerful as an insight into human nature.
What compulsions drive a
man, what instincts dominate his action.
…if you know these things
about a man you can touch him at the core of his being.”
William Bernbach Founder of DDB
From'EQ'to'CQ
21
23!
From'EQ'to'CQ
Back'to'the'future
24!
What’s'hot
25
AI Broadcast Co-creation
Short video AR Transparency
What is the favourite colour for 95 after in China?
“The!95Ldegree!Black”!!
Alipay Air
AdRtech'vs.'MarRtech
29!
Business
Marketing Creativity Digital
Technology
Digital Marketing Business Intelligent
��
To put one’s heart into
How to Wechat – Case Studies
May 23rd 2017, AmCham 31
32!
1. FRAGMENTING YOUR WECHAT PRESENCE TO SUIT YOUR TARGET CUSTOMER SEGMENTS
33!
Jiemo Countries (Subscription)
Jiemo Study (Service)
UK USA
Japan Japanese(!) Australia
34!
Jiemo Countries (Subscription)
Jiemo Study (Service)
UK USA
Japan Japanese(!) Australia
35!
2. LEVERAGING WECHAT GROUPS TO CREATE COMMUNITIES
36!
37!
38!
39!
40!
41!
3. MINI STORE FOR B2B PRODUCTS OR SERVICES
42!ID : sanyibox. Originally spotted by Sedwick Richardson
43!ID : sanyibox. Originally spotted by Sedwick Richardson
44!ID : sanyibox. Originally spotted by Sedwick Richardson
45!
! Leverage third party store building platforms
! Connect it with an appointment system / CRM
! Use the typical Chinese ecommerce codes :
" Thorough product / service description
" Strong use of visuals, if product use close ups under every angle
" Heavy storytelling on the sourcing of the product, especially if manufactured overseas
" Show certifications
How? Wechat Store Building Platforms
! Weidian
! Youzan
! Weimob
! Walkthechat
! VD V
46!
4. CHANNELING REPEAT CUSTOMERS INTO WECHAT
47!Taobao best seller page while searching for the brand
Official, controlled distribution
Other distributors
#2 most sold is an unlicensed Taobao store
48!
¥ 1398
49!
¥ 1084
¥ 1398
Vs.
50!
Thank!you!for!registering!your!product!with!Aquasana.!In!this!portal!you!will!be!able!to!find!everything!necessary!to!have!the!best!Aquasana!experience.!Find!bellow!a!link!with!informaBon!about!your!product.!xxx.yyy!
sCRM
First Items in shop related with filtering system registered
CRM
51!
! Make Wechat your primary channel for warranty registration and service (+ fallback channel)
! Register your business license and trademark
! Refer to your Wechat repeat channel everywhere : product manual, packaging, official website
! Leverage product’s unique ID(s)
! Use a social CRM (don’t reinvent the wheel)
How? Social CRMs
! Parllay
! Jing Social
! Weimob
! Curiosity
! Wechat Now
! Drip.im
! Dodoca
! Homyi
! Wechator
ABOUT 31TEN
52!
53!
YOU 31TEN
S T R A T E G Y + T E C H N O L O G Y “We want to be Shanghai’s most helpful digital consultants.”
Founded early 2015, 12 team members H1 2017 www.31ten.network
S E R V I C E P R A C T I C E S
31Ten Intelligence
Digital Strategy
Consulting
Executives and
Management Training
Digital Marketing
Supervision
31Ten Solutions
Fully Custom Web Based Solutions
User Experience and User Interface
Product Management
54!
55!
+86 156 1812 3028 joseph@31ten.network
W E C H A T L I N K E D I N
Joseph Leveque Partner, Head of Strategy
�������130�4� 4F, 130 Min Li Road 200070 Shanghai, China
3 1 T E N
Social Marketing Maturity: !Aligning Expectations and Experiences on WeChat !
Behind the door… !
a new friend!!
Sharing life experiences using WeChat.!!
07:00!Wake!Up!Browse!Moments!
Leave!for!Work!07:45!
Read!2!arBcles!Play!2!games!
08:30!Arrive!Near!
Office!
Start!Work!09:00!
Read!unread!chats!
10:00!Work!Break!
Lunch!Time!12:00!
Scan!QR!code!for!!meal!discount!
12:45!AaerLLunch!
Break!
Gecng!Off!Work!17:00!
Browse!Moments!
10:00!Go!Home!
Aaer!Work!
Watch!TV!20:00!
Read!arBcles!Browse!Moments!Play!games!Shop!Using!JD!
• Users Spends 66 Minutes/Day on WeChat!• +60% of Users Spend > 500RMB/Month via WeChat Pay (comparison
in notes)!22:00!Before!
Sleeping!Pay!for!breakfast!with!!WeChat!Wallet!
Browse!movie!Bckets,!Pay!uBliBes!bills!! Shop!using!JD,!
Chat!with!friends!in!group!chats!
Pay!for!groceries!for!dinner!!with!WeChat!Wallet!
Chat!with!friends,!Get!lucky!money!
Power of WeChat!
Typical Day of a WeChat User !!
Reason for Growth!
Ubiquitous !!
MAU’s in Millions!
0
100
200
300
400
500
600
700
800
900
Q42010 Q12011 Q2 Q3 Q4 Q12012 Q2 Q3 Q12013 Q2 Q3 Q4 Q12014 Q2 Q3 Q4 Q12015 Q2 Q3 Q4 Q12016 Q2
dd2
889 M
Reason for Growth!
Frictionless!
Reason for Growth!
Instant!
Reason for Growth!
Secure!
Reason for Growth!
Payments!
Reason for Growth !
Valuable!
Deliver valuable, personalized information (stuff) !at the right time!!
Summary!
Layers of Friendship
!!!
!!!
Casual Friends
!!!
!!!
Friends
Close Friends
Acquaintances
Social 1.0 !
Social Marketing Maturity Scale
Social 2.0! Social 3.0!
Non-Personalized ! Semi-Personalized! Fully-Personalized!
Social Marketing Maturity Scale
Social 1.0: Basics!
Content Push !
Interest ProductNews
Simple Campaigns
Dior Qixi Sale Tiffany “Do You”Starbucks
Menu Journeys
Clicks “Online Shopping” Menu Links to external EC site
WeChat Backend!
Technical Resources
Brand!Team!
Team Resources
Content Production
Agency!
Social 1.0 Basics !
Social Marketing Maturity Scale
• Campaigns!• Content Marketing!• Links to Website & Ecommerce!• Default Platform!
Social 2.0: !Data Foundation Building!
Content Testing
A/B Testing !
Tracked Campaigns
Advanced Analytical InsightsIntegrated campaigns with JS tracking !
Connection Journeys !
Customer Feedback Survey Loyalty Program� Welcome�
Customer Service!
Technical Resources
WeChat Backend!
sCRM!
Team Resources !
Brand!Team!
Content Production
Agency!External Consultants!
Software!Development
Agency!
Social 2.0: !Data Foundation Building!
Social 3.0:!Personal Connection!
• Campaigns!• Content Marketing!• Links to Website & Ecommerce!• Default Platform!
Social 1.0: Basics!
• Follower Action Tracking!• Campaign Integration!• Content Tagging!• Community Building!• Systems Integration!• sCRM Platform & Analytics!
Social Marketing Maturity Scale
Fully Segmented Content !
Scans QR Code Offline Customer
Receives Personalized Content Answers Personal Questions
B:!Bought Girl Toy
A:!Bought Boy Toy
Send Boy Toy Campaign to A
Send Girl Toy Campaign to B
Targeted Campaigns
Scan & FollowOffline Customers
Member makes new reservation!
!!
!
!
Post read triggers upgrade upsell message !
!
360° Integrated Journeys
Remind Member of his stay 1 day prior to check-in!
2
Send Member Property Welcome Post right after check-in
46 Send Member feedback survey 1 day after checkout !
1 3
5 !
As a Golden Circle member,, you are eligible for the executive suite upgrade for just 100 RMB, would you like to upgrade now? !
!
Hotel sends Packing List post 3 days prior !
Consumer Touch Points !
Moments!Cards & Offers !
H5 Interactions !
WeChat Groups!
QR Codes!
Nike OAs
Menu Links!• EC!• Website!• Membership!• Find a store!
Locations!
Content!
WeChat Pay!
Customer !Service
Messaging!
Mini Programs!
Marketing Funnel !
User!
Conversion!
Engagement!Data Insights!
Acquisition!Integration!
360° Customer View!
WeChat ID: Christine2834 !Nickname: Christine !Gender: Female!Language: Chinese!WeChat location: Lucerne, Switzerland !Home address: Julu Lu 33, Apt 1201, Shanghai !Phone number: 138 1874 8821!Email: 185647289@qq.com!
Age: 29!Marital status: Single!Profession: PR manager !Highest education: Masters!Cell phone: iPhone 6s!House owner: No!Car owner: Yes!Size: Small!
Preferred Category: Women’s Yoga Wear!Preferred Colors: Red, Green !Past destination: Europe, Asia, Australia !Favorite destination: Bali!Favorite Color: R&B!Favorite fashion brand: Gucci !Alcohol order channel: Tmall!
Order frequency: Once a month!Average order value: 1000 !Order product category: Vodka, Gin!Ordered brand: Absolut, London No.1 !
Posts viewed: 15!Posts shared: 3!Conversations engaged: 5!Time on Wechat: Commute!Favorite bar: M1NT!Drinking frequency: 2-3 times a week !Party frequency: Once a week !
Preferred drinking occasion: Parties!Preferred drinking place: Bars and clubs!Preferred alcohol type: Vodka, Gin, Cocktail!Preferred cocktail: Black Russian!
Identity!
Demographics!
Intent!
Attitudes!Behavior!Transactions!
Next Purchase: Likely to Buy in 3 days!Next Category: Footwear!Next Color: Blue!Next Experience: Training Level 3 !!!
Customer Service!
Technical Resources
WeChat Backend! sCRM!
CRM/DB!
Loyalty!
POS! 3rd Party Tracking!
Email/SMS
O2O Tool
Team Resources !
Brand!Social!
Content Production
Agency!
!!!
External Consultants !
!!
Software!Development
Agency!
Brand CRM!Brand!
Data!
CRM Agency! Campaign
Agency!Brand IT!
Social 2.0: !Data Foundation Building!
Social 3.0:!Personal Connection!
• Campaigns!• Content Marketing!• Links to Website & Ecommerce!• Default Platform!
Social 1.0: Basics!
• Follower Action Tracking!• Campaign Integration!• Content Tagging!• Community Building!• Systems Integration!• sCRM Platform & Analytics!
• Fully Integrated Campaigns!• Fully Segmented Content Marketing!• Personalized Customer Experiences!• Single Customer View sCRM!
• Multi-Channel Marketing Automation !• O2O Sales Management !
Social Marketing Maturity Scale
In other words…!!Treat your customers like how you would treat your friends! !!• Be Helpful!• Be Timely!• Be Interesting !
!! !! !
Download'the'presenta;on'here!
96!
TODAY’S SPEAKERSShocking!Secrets!You!Didn’t!Know!About!WeChat!
Aaron Chang Director, Jing Digital
Joseph Leveque Managing Partner, 31 Ten
Eric Xiao Marketing Director, PWC
97!
UPCOMING EVENTS
• May 24: AmCham Shanghai Future of Food Conference at Four Seasons Hotel
• May 24: Membership Mixer at Sasha’s • May 25: The 100-day Plan and the Future of U.S.-China
Relations • June 6: Monthly Membership Briefing • June 7: Branz Top 100 Most Valuable Chinese Companies
Hosted by the Marketing & Media Committee
98
GET INVOLVED WITH AMCHAM SHANGHAI
ID: AmChamShanghai
For AmCham Membership Info, see one of the Staff Members.
AmChamShanghai
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