3 Steps to Reach China's Affluent Customers Through WeChat
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The document outlines strategies for reaching affluent customers in China through WeChat, emphasizing its significance as a leading social media platform with over 400 million users. It details a three-step framework for customer engagement: listening to conversations, setting up a WeChat brand account, and converting followers into paying customers using effective content. Successful case studies from brands like Starbucks and Pepsi are highlighted to demonstrate the platform's capabilities in driving sales and customer interaction.
![“… $200K revenue [from social media]...”
"Working with SocialMetric is like breaking the jackpot machine! I always
thought social media was great for awareness, but they have went beyond and
helped us to drive sales for one of our tourism campaigns. This was something
which I didn't know was possible, and we had more than 60 pax sign ups in
total, amounting to around S$200K in revenue. Simply awesome"
Ethel Yow, Marketing Manager
CTC Travel](https://image.slidesharecdn.com/wechatmarketing-socialmetric-150808042903-lva1-app6892/85/3-Steps-to-Reach-China-s-Affluent-Customers-Through-WeChat-13-320.jpg)
3 Steps to Reach China's Affluent Customers Through WeChat
- 1. 3 Steps to Reach China’s Affluent Customers through WeChat
- 2. Looking to drive more customers within China?
- 3. You may be considering these platforms…
- 4. Baidu Weibo Ren Ren (almost dead) YouKu Fast-rising innovative platform WeChat Here’s the first thing you should know about these platforms… = = = = China China China China
- 5. What’s Wechat？ WeChat is a smartphone application that consists of… Social network Free messaging InvestmentFree callingBill paymentMovie Ticket Taxi orderGroup buyingUser ReviewMobile payment + + + + + + + +
- 6. What’s Wechat？ As of Q1 2015, it has a coverage of 90%+ smart phone user and monthly active user are close to 55 Million user across 200+ countries with 20+ language supported. In addition, there’re over 8 million brand/ company open public account and connected to 85000 apps, users with Wechat pay enabled are over 400 Million.
- 7. WeChat Roadmap Launch of WeChat
- 8. 600million 556million 549million 198million WeChat Weibo Users Users Jun 2014 Apr 2014 Active monthly Users Mar 2015 Mar 2015 Active monthly Users WeChat is #1 Platform In China now
- 10. Now you know the power of this platform, let’s look into the 3 key steps you must do to start driving more customers!
- 11. This 3-step framework has achieved results such as…
- 12. Over US$1.1 million of ticket sales from Facebook in less than 48 hours
- 13. “… $200K revenue [from social media]...” "Working with SocialMetric is like breaking the jackpot machine! I always thought social media was great for awareness, but they have went beyond and helped us to drive sales for one of our tourism campaigns. This was something which I didn't know was possible, and we had more than 60 pax sign ups in total, amounting to around S$200K in revenue. Simply awesome" Ethel Yow, Marketing Manager CTC Travel
- 14. “Increased Footfall by 34% and sales by 23%” “After applying these techniques, we saw our Beauty By Nature branded stores increase their foot fall by 34% and sales by 23%.” Chairman / Co-Founder Fusion Cosmetics Pte. Ltd. Retail Industry
- 15. So let’s get into the details of what you’ll need to do…
- 16. First – Listen in on what people are talking about!
- 17. WeChat Conversation Tracking Through social media listening, you can track what other people are talking about your brand, products and even competitors. This will give you a better idea of how to grow your community and eventually how to convert them to become paying customers.
- 18. Reaching out to influencers and having them to spread the word about your brand and products is one of the fastest way to create buzz Identifying Influencers
- 19. Then next, set up your WeChat Brand Account
- 20. Service Account Subscription Account Sub account – basic functionalities for media or small-mid size brands to spread their content to subscribers and for users to distribute relevant information Service account – enhanced functionalities for company or organization to provide prompt response and service, create unique user experiences There are 2 basic types of accounts….
- 21. • Service：To provide service, good for customer management • Sub：To engage with content Purpose • Service: 4 Messages per month • Sub: 1 Message per dayMessage limitation • Service: Collated with the list of friends’ messages • Sub: Aggregated in one folder for all Sub account Display Method • Service: Apply customized menu for free • Sub: Able to apply for customized menu after verification, RMB300 Functionality Difference between “Service account” V/S “Sub account”
- 22. Next… Grow your Community on WeChat
- 23. But unlike Facebook, you can’t run advertisements within WeChat to grow your community
- 24. But there are a few ways you can grow a following…. Use QR Codes (They’re a huge digital culture in China!) Get your target audience to search for you Chat up with potential target audiences via Location Based Search Reaching out to digital influencers and getting them to recommend your brand 1 2 3 4
- 25. Next… Convert your community to paying customers!
- 26. And we know the best way to convince and convert communities on social media is through content
- 27. Produce content through the Contagious Content framework Social Assets Social Fanaticism Social Antagonism Advise Trending Triggers Amplify Inspire Heartfelt Amuse Anger Fear Anxiety
- 28. Here are some successful case studies
- 29. OBJECTIVE To engage with mobile users CAMPAIGN A user can send an emoticon to Starbucks, who will in return send a track of an album according to the emoticon. WeChat’s point- to-point communication ( text, voice, picture, and video) establishes it as a strong customer service platform RESULTS Starbucks had tallied 62,000 fans on WeChat and received an average of 22,000 messages per day, with the bulk of the interaction driven by the emoticons. With a budget of 250,000 yuan (US$ 40,047), sales of Refresha went up to 7.5 million yuan (US$1.2 million) in three weeks
- 30. OBJECTIVE To integrate platforms with the campaign. CAMPAIGN Pepsi China’s "Bring Happiness Home" campaign, had a WeChat feature that let followers send their own voice recordings to the account and have them remixed into a customized Pepsi theme song to share with friends and loved ones. RESULTS Viewership for Pepsi's integrated campaign attracted close to 870 million across Pepsi's success was measured through earned media generated from news reports across digital, print, and on national TV, CCTV.
- 31. OBJECTIVE To give creative powers to the consumers. CAMPAIGN Burberry promoted its ongoing Art of the Trench digital campaign with WeChat, which was followed by a virtual runway show where fans received updates from celebrities in attendance and could request a personalized image. RESULTS Trench hash tag was used more than 80,000 times on Weibo.
- 32. Wechat membership card – Giving a retailers a boost from online to offline Wechat Membership card • These give you access to immediate discounts or long-term perks from store chains, with the virtual card kept safe inside your WeChat account. • The cards are free to use, and they pop up automatically when you follow brands that support them. • There are big names like McDonalds, Watsons, and Pacific Coffee making use of these cards in WeChat already.
- 33. Meal and Life Brands are actively participating on WeChat WeChat is good for such one-on-one interactions -- conversations between a consumer and a brand – because it's a pumped-up messaging app. Marketers Are Becoming Innovators on a Tricky Platform for Brands
- 34. Hotel and Flight in one shot WeChat’s m-commerce offering has added flight booking service that is provided by LV.com (formerly 17u.cn), a Chinese online travel service Tencent has a stake in.