Introduction to WeChat
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WeChat is China's dominant social media platform with over 570 million daily active users, serving as an "ecosystem" where people can communicate, access services and information, make payments, and integrate many aspects of daily life entirely within the WeChat app. The document outlines examples of how brands can connect with users on WeChat throughout a sample day, from using voice assistants in the morning to ordering food delivery, accessing entertainment, and socializing in the evenings. It emphasizes integrating online and offline experiences, using mini-programs, and providing useful services to build loyalty and drive sales within WeChat's massive built-in audience.
Introduction to WeChat
- 1. An ecosystem disguised as an app
- 2. What is WeChat Indispensable social media networking app connected to many facets of daily life *WeChat is NOT a copycat of 570M daily userbase is larger than America’s population by 50% MUST HAVE APP in China 73M+ Business/Media accounts reaching out to 80% of WeChat users Source: Tencent 15Q3 Results, WeChat Official WhatsApp Facebook LINE Sina Weibo It is everything and more.
- 3. WeChat’s ambition is to connect PEOPLE to EVERYTHING Information • Actively search information • Passively receive information from accounts you subscribe to • Discover interests and trends People • Daily communications/chat • Make new friends • Social networking Service • Utility features like eCommerce and online booking • Built-in wallet and financial services • Enterprise management • Infinite possibilities based on APIs and web-apps *Tencent has developed/invested/made strategic partnerships with many Internet companies (e.g. Didi taxi) for access to their data, which has made WeChat into an operating system for your life.
- 4. A Chinese netizen can LIVE ONLY WITH WECHAT from the moment he wakes till it’s time to sleep
- 5. Let’s experience the power of WeChat through A DAY AS A USER and see examples of how brands connect with users. Start a new day 07:00 23:00 Off to work Mid-day break Off Duty Leisure Bedtime These are not BETA use cases.
- 6. Start a new day Off to work Mid-day break Off Duty Leisure Bedtime *View demo video on Youtube Getting Ready 出⻔问问 (a mobile intelligence voice search company) uses their official account as a voice search assistant. • Voice search weather • Quick look traffic situation & optimize routine before going out • Think Google Now “Show me the way to the nearest Starbucks.”
- 7. Start a new day Get to work Mid-day break Off Duty Leisure Bedtime Getting Coffee A typical O2O2O (online to offline to online) scenario. WeChat is used by many brands as a replacement for their specialized Apps. • Pre-order your drink for pick-up • Collect promotion coupon in-store • Pay using WeChat wallet • Share discounts with friends • Think Starbucks App + Apple Pay *View demo video on Youtube “Give me a triple shot soy frappe, extra whip, extra sugar, no gluten.”
- 8. Start a new day Get to work Mid-day break Off Duty Leisure Bedtime *View demo video on Youtube Get Brand Info Brands can run accounts to push information to followers. WeChat also supports rich-media and interactive HTML pages within it’s in-app browser. • Reading high quality subscriptions from brands / media / influencers, etc • Enjoy rich-media micro-sites or games • Delivered to you like messages from friends so you know when there’s something new • Think Facebook’s brand pages “What’s up with VANS?”
- 9. Start a new day Get to work Mid-day break Off Duty Leisure Bedtime Productivity Here listed some features for productive works. An on-demand developed enterprise accounts can cover most productive products in daily life. • Internal training/sharing • Group messaging • Daily Punch-in • Supply chain management • Contacting approved suppliers • Think Salesforce, SAP, Slack “Timesheets can now haunt you on mobile.”
- 10. Start a new day Get to work Mid-day break Off Duty Leisure Bedtime *View demo video on Youtube Free Wi-Fi Many shops offer incentives like Wi-Fi in exchange for following their accounts. Payment also makes it easy to split a check from lunch among colleagues. • Gain followers by offering Wi-Fi, free photo-prints • Offer utilities like online payment or discounts at lunch • Split costs between diners • Think iBeacons “Follow the MacDonald’s account for free Wi-Fi!”
- 11. Start a new day Get to work Noon break Off Duty Leisure Bedtime *View demo video on Youtube Get Services Brands can launch rich-media web-apps within their accounts that are as simple as raffles or games, to full-fledge services such as taxi services or dating apps. • Get a taxi • Pay your bills • Book plane tickets • Contact customer service for repairs • Check on a queue number without waiting at the restaurant • Think UBER “Let’s take a helicopter to Cannes.”
- 12. Start a new day Get to work Noon break Off Duty Leisure Bedtime *View demo video on Youtube Remote Control Many consumer brands like Xiaomi and media companies like iCNTV have started integrating their WeChat accounts with their products and services. • Offer functions such as remote control for consumer products • Choose a program on your phone and it plays on your TV • Scan a QR code during an advert to access raffles or live chats • Think NEST or AirPlay “Netflix & chill”
- 13. Start a new day Get to work Noon break Off Duty Leisure Bedtime *View demo video on Youtube Bedtime Social WeChat’s moments function is a Chinese user’s perferred method of sharing media and updates with friends. It is a brand-free zone except for advertisements. • Post photos or videos • Share links to articles or pages • Comment and like statuses • Sponsored content from brands • Think Facebook’s news feed (with less spam!) “One more place for baby photos.”
- 14. 1. Think Service or Utility - Don’t just think about creating a brand account and pushing information. Many brands have loyalty programs built into their WeChat accounts. 2. Integrate with Offline – Best use-cases have to do with some sort of offline integration, even for campaigns. 3. No website? No problem – You can develop your brand’s .com for China at a fraction on WeChat by utilizing their APIs and ready-user base. 4. It’s just PR – Think about advertising, influencer seeding or paid advertorials with media owners that have large followings. 5. Think about moments – Think about moments or snippet’s of a consumer’s daily life and how your brand’s message can be expressed through functions in WeChcat. 6. It comes down to sales – Where people talk, is where people most likely want to buy. WeChat’s wallet feature makes it easy for impulse purchases if your brand markets correctly. Key Takeaways
- 15. Don’t Worry The Shanghai team is here to help: Profile Photo Name Email Contact Title Region What’s Up Nicolas Chan NChan@golin.com +86 2411 0094 Senior Planning Mngr Shanghai Doc Profile Photo Name Email Contact Title Region What’s Up Minhua Yu MYu@golin.com +86 2411 0040 WeChat Specialist Shanghai Contact me for help!