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Getting Started with WeChat for Brands
This document summarizes a webinar about getting started with WeChat marketing. It discusses Jeff Fish, co-founder of TMG Worldwide, who helps customers launch successful China marketing campaigns on WeChat. The webinar covers why WeChat is important, how it can help with branding, engagement, conversions, and tourism experiences. It also reviews understanding WeChat accounts, creating an official account, and using WeChatify for content creation, targeting, chatbots, and more.
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Getting Started with WeChat for Brands
- 1. TMG Webinars Getting Startedwith WeChat
- 2. Presented by Co Founder& Global Head of Client Strategy TMG Worldwide Jeff Fish is the Co-Founder and Global Head of Client Strategy at The Momentum Group. He helps our customers launch successful China marketing campaigns leveraging WeChat. Jeff has worked with a variety of organizations, from hospitality to financial services, and is a frequent speaker on the implications of content marketing at global scale. He has a seasoned background in social networking, content marketing, mobile strategy and emerging technology. Jeff Fish LinkedIn: https://www.linkedin.com/in/jeffreyfish WeChat:
- 3. Outline I. Why WeChat II.How WeChat Helps III. Understanding WeChat for Business IV. Creating your WeChat Official Account V. Marketing on WeChat with WeChatify
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- 5. 120M OUTBOUND CHINESE TOURISTS SPEND $215 BILLION OVERSEAS SPEND $7000PER PERSONPER TRIP IN THE U.S. BY 2020 WILL ACCOUNT FOR 20%OF ALL GLOBAL TRAVEL
- 6. 80% Of the consumerdecision journey occurs in mainland CHINA REACH THEM WHERE IT COUNTS
- 7. Create brand awareness Allof this is made easy with Increase brand engagement Maximize tourist spend
- 8. Why WeChat Converts Oneclick to follow ads and brand promotion ads on WeChat and the Tencent network Cost per followers <$1Low Cost Hyper Targeting Push messages into the users stream with 99.5% open rate for no cost once per week. WeChat provides free unlimited text, video, and image downloads on high speed CDN.Free Retargeting One-Click checkout in official account drives conversionsSimplest Checkout Every step is can be supported by technology like auto-responders, chat bots, and customer support reps enabling you to provide great service cost effectively. Low Cost Chat Support
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- 10. Property of TheMomentum Group. Create brand awareness 1 One Click to Follow QA Banner Ad Picture Driven Product Ads Picture Driven Promotional Ads Run banner ad campaigns within WeChat and in the Tencent ecosystem Link to landing pages or directly to your WeChat account to build followers Target WeChat users based on criteria like demographics, location, interests and more to increase follower conversion
- 11. Property of TheMomentum Group. Build brand affinity Service accounts on WeChat enjoy a 99% open rate of all messages Publish coupons and offers Create engaging content in Mandarin 2
- 12. Property of TheMomentum Group. Enable conversions with WeChat Publish offers and discounts Provide direct booking links within WeChat Integrate WeChat pay for ease of payment 3
- 13. Property of TheMomentum Group. Improve tourist experience Provide information about the facilities, restaurants in Mandarin Include useful information like directions to your destination, things to do nearby and other traveler tips Provide customer service in Mandarin via WeChat 4
- 14. Involve fansand Chinese key opinion leaders (KOL) to spread stories, pictures, and videos to expand the reach of the brand Engage followers with a regular stream of content – pictures, videos, and stories unique to the destination Manage booking opportunities and customer service Working with online travel agents on WeChat to promote bookings Enroll Chinese travelers on-location to join a WeChat loyalty program Incentivize travelers to create and share content back to China Provide on-location services to travelers Generate feedback or completed surveys from Chinese tourists on location LEVERAGING WECHAT FOR TOURISM MARKETING
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- 16. • Service providedby WeChat for businesses, celebrities, government and media to reach and communicate with followers • Registration is FREE but requires the organization to have a Chinese entity • Authenticity • Account Verification • Brand Protection • Account type is specified at the time of account creation and cannot be changed • Unless you are a media company, a verified Service Account is almost always the right choice WECHAT OFFICIAL ACCOUNT SERVICE ACCOUNTS SUBSCRIPTION ACCOUNTS ENTERPRISE ACCOUNTS
- 17. Primary Brand Account EnterpriseInternal Communication Customer Service Brand Promotion Location Based Promotion Recruitment E-Commerce (WeChat Store) E-Commerce Support (Concierge Service) Create & Share Content Category Based Promotion Franchisee Management Media Center Training Membership Account Event Promotion & Management TYPICAL ACCOUNT USES
- 18. Feature Subscription Account(Verified) Service Account (Verified) Message broadcast frequency Daily 4 times a month Message alerts Displayed within the subscription messages folder Displayed inline with personal contacts Push notifications No Yes Reply to user’s message Within 48 hours Within 48 hours Custom WeChat Menu Yes Yes Create polls Yes Yes WeChat Store No Yes Mobile Payment Support No Yes Advanced Integration Features No Yes ACCOUNT FEATURES
- 19. CUSTOM MENUS More flexibilityto create custom features and behaviors with menus FILE TRANSFERS Upload/download multimedia content to WeChat servers; all media deleted after three days URL SHORTENER Allows developers to keep QR codes with lots of data simple and fast scanning CARD VOUCHERS Advanced interface for managing digital coupons, tickets, gift certificated and loyalty cards USER MANAGEMENT Import your user database, read basic profile information, and edit user’s group DIRECT MESSAGING Asynchronous API for text, image, audio, video, music and multimedia messaging QAUTH 2.0 Allow users to log-in to your app or mobile site using their WeChat credentials WECHAT STORE Use product, inventory, shipping and order management API to synch with other retail platforms SEMANTIC PROCESSING API to parse natural language messages into programmatic language USER LOCATION API to call user’s location at start of every chat or every five seconds; requires user opt-in BROADCAST MESSAGING Advanced targeting options to demographics, groups, or by list of OpenIDs QR CODE GENERATOR Create QR codes for account follows and opens that report custom parameters at scanning TRANSACTION MESSAGING Event-based messages for booking, order or payment confirmations and status updates Several tools to customize how web pages display when viewed in WeChat WEB TOOLS ADVANCED FEATURES
- 20. Main Page Top Navigation ProfileImage & Welcome Message Cover Message Image Cover Message Title Sub Message Title Chat Option Account Details - Profile Image & WeChat ID - Intro - Account Name - Receive Message (On/Off) - View History - Enter Official Account - Report Cover Image - Maximum 1 number Sub Message - Maximum 7 numbers Main Navigation OFFICIAL ACCOUNT STRUCTURE
- 21. Message Page EmbeddedPage Cover Message Image Top Navigation Cover Message Title Published Date & Account Name Content Options - Send to Chat - Share on Moments - Favorite - Copy URL - View Official Account - Open with Browser - Font Settings - Report HTML Page OFFICIAL ACCOUNT STRUCTURE
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- 23. Information/Documents Required forBusiness Registration 1. Dedicated Email Address 2. Organization Point of Contact 3. Chinese employee photo ID and contact information 4. Chinese branch address 5. Copy of Chinese business license Information/Documents Required for Processing via TMG 1. Copy of Business License ACCOUNT CREATION Direct registration is FREE but requires the organization to have a Chinese entity
- 24. 1. The ‘OfficialAccount Name’ and ‘WeChat ID’ cannot be changed once the account has been verified. 2. WeChat ID should be between 6 and 20 English characters. The ID must start with a letter but can be a combination of letters, numbers, ‘-’ and ‘_’. 3. Official Account Name should be between 3 and 30 characters. This can include *Chinese and English characters and numbers. *Note: 1 Chinese character = 2 English characters in length. Official Account Name Official Account Name WeChat ID ACCOUNT NAME & WECHAT ID
- 25. Account Verification is necessary tocommunicate to followers that this is an authorized and safe account for followers to engage with. Direct Verification Process 1. Automatic Verification i. Fill in company’s Chinese bank account information during account creation. ii. Tencent initiates bank account validation with a small transfer associated with a 6 digit authorization code iii. Enter the 6 digit authorization code to complete verification iv. Should be done within 10 days of account creation 2. Manual Verification i. Pay a processing fee of 300 RMB via WeChat Pay and fill in administrator information ii. WeChat verification agency initiates verification of legal representative and bank account validation with 6 digit code iii. Upload a screenshot of the bank transaction with the 6 digit code for processing Verification Process via TMG 1. Authorization Letter from the organization ACCOUNT VERIFICATION Profile Image Introduction Message Verification Symbol
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- 27. 1. Customizable contentcreation workflow 2. Content translation workflow 3. Content scheduling CONTENT CREATION WORKFLOW
- 28. Segment followers intogroups based on multiple parameters like location, gender and more FOLLOWER MANAGEMENT
- 29. Schedule targeted content marketingmessages for different groups for maximum impact AUDIENCE TARGETING
- 30. MICROSITE MANAGEMENT 1. Custom brandedmicrosite 2. Content translation to Mandarin 3. Link to HTML5 pages within WeChat or return WeChat messages as response
- 31. 1. Complete conversationflows, not just flat keyword responses 2. Easy to use English Interface 3. Translation to Mandarin AUTOMATIC RESPONSES
- 32. 1. Customer service 2.Pre-sales support 3. Intelligent booking assistance CUSTOM CHATBOTS
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- 34. H5 Landing Pages OneClick to Follow DISPLAY AD CAMPAIGNS
- 35. Message Details Page Sample MessageDigest Samples CONTENT MARKETING
- 36. 1 2 34 5 DIRECT BOOKING EXPERIENCE
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- 38. www.tmgworldwide.com [email protected] +1 646 5031171 Reach us at