digital jungle ebook wechat
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Digital Jungle e-bookTRANSCRIPT
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Updated
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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.
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WeChat boasts 350 million registered users and a 77% active user base. According to TechInAsia Wechat has 271.9 million monthly active users.
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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
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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%
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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.
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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
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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.
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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?
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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
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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
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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!
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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
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