WeChat: Content x Commerce

wechat is the key to unlocking
content x commerce in china.

About this presentation
The problem to be solved.
wechat has quickly moved into the position
of leader in china’s social media scene ...with
600m+ users globally.
it is more than a social app. Wechat is a
complete ecosystem, bringing social, content
and commerce together in one tight bundle.
in this presentation, we explore the
ecosystem and user paths on wechat.

wechat is more than just a social app.
Its a complete ecosystem.

messaging - content - commerce

China Online Ecosystem
display
(Sina, Sohu)
online video
(Youku/Tudou)
social
(Weibo)
search
(Baidu)
ecommerce
(Taobao)
brand.cn
Fragmented, complex user journeys
Weibo - users have moved on
Ecommerce - most sales flow through Taobao
Display - limited RTB, poor quality data
Baidu - less effective than Taobao for search

WeChat Ecosystem
display
(N/A)
online video
(Tencent/Weishi)
social
(Moments)
search
(Sogou/WeChat)
ecommerce
(Tenpay/WePay)
Interaction Modules
Ecommerce
Customer Service
Loyalty Management
Reservations
O2O
Shorter, simpler paths
Self-contained ecosystem
A cleaner environment (fewer ads)
Social first / Ecommerce linked
Harder to build awareness & followers
subscription
account
Brand - Content
service
account
Brand - Interaction
brand. mobi

its a very tight link between
content and commerce.

We first established an account on WeChat in June 2013 and have had really good
traction so far. Our WeChat fanbase grew very rapidly and it drives really good traffic to
our ecommerce site as well. It’s actually one of the first times that we’ve seen
a social site driving a large number of ecommerce sales.
Julien Chiavassa, Digital Head APAC for Clarins

user paths
& brand “sites”

Chat/IM (Voice/Text)
One-to-one
One-to-many
Sharing
Pictures/Video
Locations
Business details
Voice & Video Calls
Discover
QR Code: Offline-to-online
Look around: New friends in area
Shake: contact exchange (intro)
Drift Bottle: ‘discover’ a message
Ecommerce
Shopping, group-purchase, gifts,
movie tickets, dining payments,
taxi reservations...
Key Functions
User “Homescreen”

Payment Functions
The “Tencent/WePay” Wallet
WeChat Shopping Mall
Linked to www.yixun.com
Daily Deals
Mostly built around Tencent
invested “Dianping”
(for F&B)
8663
Link Payments to:
Chinese Bank Cards (Debit)
Chinese Credit Cards
Tenpay/WePay
Int. Credit Cards (Visa, MC...)
Red Pocket “Hong Bao”
Giving/exchanging money
Split the Cheque
At Restaurants

Branded Accounts
2 Main Paths for Brands
service
accounts
Service Accounts offer brands the
opportunity to add many more
features and functions, including
customer response, sales/payments,
bookings...etc. Service Accounts are
more flexible but are limited in terms
of content sharing to four “push
messages” per month.
Subscription
accounts
Subscription Accounts are
designed for brands to share
updates with audiences, with a
limit of one “push message” per
day. Its purpose is to mirror the
social awareness building activities
that take place in Weibo. Very few
additional functions can be added.

Paths to purchase
Channels for brands to sell

Loyalty Card: In-Depth
Brand CRM x Sales/Promotions
1 2 3
WeChat ID: qqicard

Advertising & Subscription
In-Account Revenue Opportunities
Paid for contents in-account ads
For verified accounts with more than
50,000 followers, WeChat has now
provided the option of including
display ads at the bottom of posts.
As an option inside of “Service
Accounts” companies can offer paid-for
content, reports, data ...

brand accounts
features by category

What Did We Do:
Monthly management of content
Creative/visual content creation
Campaigns to drive sales/bookings
Key Functions for Travel:
1. Content - great stories &
pictures about places,
experiences, hotel, shopping,
dining...
2. Reservations & Payments
3. Customer Service - contact with
representatives from location, hotel,
agency to help with decisions...in
Chinese Language.
Destinations Hotels

Key Functions for Retail:
1. Ecommerce - Easy path to
purchase, together with customer
service. Could also look at
promotions options (Snap-ups,
flash sales, loyalty).
2. Content - High-quality photos &
videos featuring products.
Localized visualization of products
in China.
3. Social Functions - for sharing,
saving and community interaction.

Key Functions for Health:
1. Content - videos, Q&A from
experts (doctors), and testimonials
from other patients...
representatives to ask questions
about:
- Health issue/treatment
- About services provided
- Reservations/bookings
3. Community - support from
others with similar issues ...crowd
support

What Did We Do:
Monthly management of content
Creative/visual content creation
Campaigns to drive sales/bookings
Key Functions for Travel:
1. Content - great stories &
pictures about places,
experiences, hotel, shopping,
dining...
2. Reservations & Payments -
shopping on-location or from
China.
representatives from location, hotel,
agency to help with decisions...in
Chinese Language

+

Vancouver
City Guide
Shopping Cart
Content (Pics, stories)
Hotels
Cool Stuff (Shopping)
Restaurants

Case study: New Zealand Bureau of Tourism
The New Zealand Bureau of Tourism has been very active on social media sites such as Weibo and WeChat
Their WeChat account serves as an introduction into things to do around New Zealand, places to visit, things to buy
They recently added bookings/reservations for flights and hotels
Users can request the latest information on attractions and activities get personalized follow up
Homepage Activities Attractions HTML5 Page Flight Bookings

Chris Baker, Managing Director
Email: chris@totemmedia.net
Twitter/WeChat: Talktototem

We bring brands together
with the right audiences
wechat I Branded Content I social

our services
what we do in wechat
1. Create Accounts
2. Content Creation
3. CRM / Fan Management
4. Strategy

1. create accounts
What We Do:
Design and develop branded accounts
Host/Manage ongoing operations of accounts
Create new modules/applications

2. content creation
What We Do:
Images/videos and other “native”
contents ...to attract and retain fans:
- Social ready images/photos
- Videos (long 6-8second “vine”)
- Infographics
- Articles
Localized for China

Images that fit into her world - what she sees...her place
Made for China
Places Scenarios Close to Home

Global Creative Teams
Beijing
shanghai
hong kong
vancouver
san francisco
new York
london
paris
chicago
l.a.
rome
chengdu
bangkok
sydney
toronto
For “Native” Chinese Content
las vegas
macau
barcelona
singapore
tokyo

3. CRm / fan mgt
What We Do:
Build audiences using KOLs and other
channels
Retain fans/followers insights analysis
Guide followers to brand objectives:
- Campaigns
- Sales
- O2O (events, etc)

1 2 3 4
Audiences scan QR from
Offline (Shop) or from Online
(Brand Site, Weibo...).
Searching for the
Brand/Account
name.
Via an LBS search
for Loyalty (Branded)
Account.
By referral/recommendation
by friends, influencers and
KOLs.
5
Great Content!
Attracting Followers
Bringing Awareness to Accounts

Influencers/KOLs
To Speed Up Growth
WeChat is quickly following a similar path as
Weibo before it, in the use of KOLs (Key Opinion
Leaders) to support the growth of branded
accounts - helping brands to increase follower
count.
There are two main ways to identify KOLs and
evaluate them for endorsements and seeding of
branded content:
1. Go through online lists of public WeChat
accounts, such as:
www.anyy.net
www.weixinlv.com
2. Identify KOLs with large followings on Sina
Weibo and/or Tencent Weibo. This provides a
reasonable insight into the likely follower
numbers in WeChat for accounts which are not
public.

4. Strategy
b
What We Do:
Map out users journeys (path to purchase)
Organize media partnerships
Create strategies for awareness, content,
CRM, sales and building branded
ecosystems in WeChat.

WeChat: Content x Commerce

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