Updated June 2015:
A brief introduction to China's hottest social media platform - WeChat (Weixin) - with insights, case studies and analysis for brands.
Includes latest data on registered users and active users and comparisons to Weibo.
Provides information on user profiles and case studies for brands who have successfully used WeChat, including; Burberry, Coach, Tesla, China Southern Airlines, Xiaomi, Glico, Cadillac, Tencent, Olay, La Perle, Zanadu, Star Wars and BMW.
Outlines SIX ways for brands to use WeChat effectively:
1. Creating Branded Accounts
2. Micro-Contents (regular engagement)
3. For Customer Service/Loyalty
4. Driving O2O and Location Based Social
5. For Ecommerce (Sales)
6. Through "push" advertising
TikTok Marketing: The Next Biggest Social Media PlatformMelvyn Tan
TikTok, the social media app that has taken the world by storm has about 800M monthly active users. Since its merger with Musical.ly, the social media platform has grown to become the world's 6th biggest social media platform.
Here are some interesting statistics about TikTok, especially if you are looking to use it as a marketing platform:
– Average daily time on TikTok estimated at 45 minutes
– Android users spent 68 billion hours using TikTok in 2019
– Total downloads over 1.5 billion
– The seventh-most downloaded app of the 2010s
In this one-day course, learners will understand the TikTok ecosystem and learn how to set-up, create content, and leverage the platform to market your brand. They will also learn tips and strategies on how to find and ride on trending challenges on TikTok. By the end of this course, they will be able to formulate their content and marketing strategy on TikTok.
PS: As of this writing, brands are unable to target users in Singapore when running ads on TikTok. Which means, the success of your marketing efforts on TikTok are highly dependent on your content strategy.
Social Business and Social Media, two terms that are often used interchangeably. Although one might enable the other, they both mean very different things.
While Social Media is focused on communication, Social Business is dedicated to improving business processes.
Social Business is not a mere buzzword but a true opportunity for modern companies to eliminate barriers to team productivity. When companies work like a network, they can improve collaboration inside and outside of the organization, adapt more swiftly to change, and drive more effective results together.
What is Social Business? What is the difference with Social Media? Why do you need to have a Social Business strategy in place in order to attract/collaborate with the new generation? What are the challenges? This presentation reveals all!
TikTok has quickly become a major player in digital media with over 800 million active monthly users. The document provides tips and best practices for using TikTok, including how to create accounts and videos, use hashtags and drafts, engage communities, and view analytics as a pro account. Content strategies suggested include experimenting with different types of content, posting regularly, and working with influencers to promote music.
Rebecca discovered the video sharing app TikTok and documented her learnings about it. The main points are: TikTok allows for 15-60 second videos and is popular among 13-24 year olds, with over 500 million global users who spend on average 53 minutes per day on the app. Content on TikTok includes lip syncing, dancing, memes, challenges and more. Brands are using TikTok to connect with younger consumers, though there are some data privacy and content concerns to consider with the platform.
How to Use Tiktok for Marketing Your Small Business?mKonnekt
With more than one billion active users, it is one of the fastest-growing social media networks. Several Brands are already experimenting on the platform. Learn how to use TikTok for business and what kind of strategy should you adopt on the platform.
This document provides an overview of social media marketing basics. It discusses why businesses should use social media, the top social networks like Facebook, Twitter, LinkedIn and Pinterest, what types of content to post, and tips for getting started. The document recommends businesses start with creating a Facebook page, telling customers about their presence, posting a mix of entertaining, useful and business content on a regular schedule, and using tools to automate and monitor their social media efforts.
Dave McClure gave a talk about reinventing venture capital through 500 Startups' model of making many small investments. He discussed how technology has lowered the costs of starting companies and how platforms provide access to large customer bases. 500 Startups makes over 100 investments per year and aims to have a portfolio size of over 100 companies to increase chances of finding unicorns. Their strategy is to make many small "bets" and double down on the most promising companies. McClure also proposed training 500 new VCs through programs with Stanford to expand access to startup funding.
How to Utilize TikTok in Your Content Marketing Strategyintrotodigital
Mystified by TikTok and how to use it in your content marketing strategy? Don't be. Here are three lessons from brands successfully utilizing Gen Z's new favorite social media platform.
Growth Hacking / Marketing 101: It's about processRuben Hamilius
Growth hacking is a marketing technique used by startups that focuses on low-cost and innovative alternatives to traditional marketing. It involves using creativity, analytics, and social metrics to sell products and gain exposure through techniques like SEO, website analytics, content marketing, and A/B testing. Growth hackers prioritize growth over budgets by analyzing the customer acquisition funnel to identify opportunities to improve conversion rates at each stage - acquisition, activation, retention, revenue, and referrals. The goal is to brainstorm experiments, prioritize ideas, develop hypotheses, test changes, and systematize optimized processes into a repeatable "growth machine" approach focused on continuous improvement.
1. The document provides tips and strategies for businesses to sell their products on various social media platforms like Facebook, Instagram, YouTube and others.
2. It discusses how to create a Facebook store and sell products on Facebook by setting up a business page and enabling shopping features.
3. Tips are provided on how to optimize Instagram for business like using link in bio tools and showcasing products through stories and live videos.
The document provides brand guidelines for using the TikTok For Business logo and brand identity. It outlines rules for the logo lockups, color variations, minimum sizes, clearspace, placement, and animation. It also describes the typography, color palette, and design toolkit that make up the visual language of the brand. Guidelines are provided for using the proper tone of voice and messaging when representing the brand, emphasizing creativity, playfulness and bringing joy to audiences.
The skills that got you to become a creative director are not the skills you need to be a creative director. Me and Xanthe Wells, CCO of Pitch, gave this presentation at the 3% Conference in 2014. Still holds up. (It's just missing a video we shared.)
What's the ROI of a Piano? What's the ROI of a YouTube channel? What's the ROI of anything!? After you read this deck you'll be able to answer all these questions easily.
5 Ways Your Sales Team Will Make the Next Webinar a SuccessMarketo
Check out these slides from Marketo's LaunchPoint partner, ReadyTalk, and customer, Egencia, on how you can better utilize webinars to increase engagement and revenue.
The document provides a recap of learnings for video tactics in 2017 based on research from 2016. It discusses four key areas: 1) Using video to make a cultural splash by identifying platform insights and innovative uses of technology, 2) Optimizing video for social feeds by testing content developed specifically for feeds, 3) Skipping the skip button on YouTube ads by including certain elements to increase view-through rates, and 4) Building effective Snapchat lenses by testing different creative approaches to increase usage. The overall goal is to break through video clutter and understand evolving online video opportunities.
The document discusses using the social media app Tik Tok for business purposes. It provides reasons why businesses should use Tik Tok, including that it allows engaging with young audiences, video content performs well, and it provides easy access to artificial intelligence features. The document then outlines who uses Tik Tok, with 90% of users under 35, and examples of brand accounts. It provides a 5 step planning process for businesses that includes developing hashtags, timing posts, maintaining activity, creative ideas, and paid advertising. Examples are given of successful brand campaigns by Coca-Cola, Dunkin Donuts, and Red Bull on Tik Tok. Finally, some businesses that are already actively using Tik Tok are listed.
Some thoughts around TikTok that I gave during my class at the ECI - European Communication Institute eci-org.eu. Most of the info is based on the TikTok's leaked-pitch-deck found in an adage article. Most examples belong to the wonderful work of Julian Cole and Savannah Simms from https://www.planningdirty.com. You can find all references at the end. As you know I am dyslexic so pls don't start sending me messages about spelling mistakes and missing words. If you want a copy drop me a message here https://www.linkedin.com/in/mpared/
Top Social Media Trends You Need to Know About for 2022Falcon.io
As marketers, we’ve all experienced some amazing highs, and some well, not so amazing lows. That’s why we want to discuss social media trends that you should focus on as we transition into a (promisingly) less turbulent 2022.
Incredible things are happening all over the world. Each and every one of us are getting closer and closer to a new normal that provides a mixture of both pre-pandemic and post-pandemic lifestyles. There are clear positive trends and shifts emerging, which will impact how we conduct our marketing activities in the near future. Join us to discuss how we can tackle 2022 one social media marketing trend at a time.
2017 projects to be a year where social and content marketing make a major leap forward. Social is swiftly moving into the center of marketing plans for brands in China.
In 2016, there were a number of important developments that inform the year ahead, including; the rapid emergence of live video, further integration social with ecommerce, and increased investments into social ads and KOLs.
In this social marketing preview of 2017, we have highlighted 10 trends that will prove to be critical for marketers. The trends represent the most current conversations taking place with brands and agencies in China.
These trends are placed in the context of China as a digital-first market - with hot competition between Alibaba and Tencent for dominance.
2016 is quickly approaching and so we took the opportunity to pull together some thoughts on where social media in China is...and what's going to be important next year.
Sina Weibo is one of the largest social media platforms in China with over 300 million users. It functions similarly to Twitter, allowing users to share updates in a feed and comment on or share others' updates. Many brands have profiles on Sina Weibo to engage with customers and promote products. Common marketing strategies for brands on Sina Weibo include contests and promotions to increase engagement, sharing lifestyle content related to their brands, and leveraging hashtags to discuss topics. Major brands like Nike, Louis Vuitton, and Starbucks have seen success using Sina Weibo to connect with customers in China.
This document provides 10 tips for brands using WeChat official accounts to build audiences. The tips include making headlines count, segmenting audiences, increasing relevance of content, being more compelling, providing incentives and rewards, using more visual storytelling, linking to other social media, inviting guest editors, turning questions into content, and creating content on location. It emphasizes the importance of high-quality, relevant, visual content that engages audiences and drives action. It also recommends tools like CMS/CRM systems to better segment and target audiences with customized content.
WeChat is the key to unlocking Content x Commerce in China.
We look into WeChat to better understand the; (1)The Overall Ecosystem, (2)Audience paths for brands ...AND (3)How Content (social media) and Commerce come together.
Includes some examples by industry of branded accounts - specifically for travel/tourism, retail and health.
WeChat is a free messaging service from China that gains popularity rapidly. Besides standard features It includes voice messaging and videochat. By doing an search online, this slidedeck was made to answer the question what WeChat is and how companies can effectively use this service.
Sources:
http://thenextweb.com/asia/2014/01/24/messaging-stop-comparing-wechat-whatsapp/1/
http://jingdaily.com/how-wechats-600-million-users-spell-out-big-profits-for-brands/38568/
http://www.chinainternetwatch.com/4581/wechat-open-api-new-policies
http://bigblueball.com/im/top-10-instant-messaging-apps/
www.wechat.com
http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/
http://www.ishmaelscorner.com/2014/01/21/wechat-campaign-in-china-offers-glimpse-into-the-future-of-communications/
http://www.chinainternetwatch.com/5261/10-case-studies-for-wechat-marketing/
http://www.digitaljungle.com.cn/wechat-marketing-service
http://technode.com/2013/12/03/wechat-launched-voice-open-platform-and-speech-recognition-sdk/
http://technode.com/2014/04/10/wechat-releases-image-recognition-sdk/
1. Brand growth on social media platforms like Weibo and WeChat has slowed as organic reach declines. Paid social advertising and influencer marketing will become more essential for brands in 2018.
2. Platforms are pushing more paid formats like ads and sponsored content to monetize, limiting the reach of organic posts. Brands need to incorporate paid social strategies to maintain growth.
3. Content quality remains a challenge, so brands must own specific formats, audiences, or moments to capture attention through more distinctive and engaging content on social media.
WeChat is the key to unlocking Content x Commerce in China.
We look into WeChat to better understand the; (1)The Overall Ecosystem, (2)Audience paths for brands ...AND (3)How Content (social media) and Commerce come together.
Includes some examples by industry of branded accounts - specifically for travel/tourism, retail and health.
An event hosted in London, UK by Digital Jungle (www.digitaljungle.agency) to outline the key facts on the Chinese social and digital landscape. Additionally, Digital Jungle CEO & Founder, Dr. Mathew McDougall provided practical ideas and tips for brands looking to enter this market from a brand and eCommerce perspective. Mr Roy Graff, Digital Jungle's UK Managing Director provided the audience with Chinese insights related to the tourism and inbound marketing.
3 Steps to Reach China's Affluent Customers Through WeChatMarcus Ho
Looking to drive more customers within China? With WeChat being the #1 most active social platform in China, it is the most ideal area for marketers to use to build a powerful brand and to drive sales.
In this deck, we'll share the 3 most important steps for you to get started
This is a two-pagers targeting for non-Chinese audience to have a quick overview on WeChat's history and why it is so successful in China. Most of the content is up to date till early 2014.
Today, there are 2.8 billion active social media users (+21% YoY), or 37% of the world’s population, compared to 3.8 billion people, or 50% of the world’s population, who are connected to the internet (source: according to GlobalWebIndex).
In 2016, social media continued to experience several changes that require marketers to take notice. The first transition concerns the multitude of social platforms and the rise of chatting apps. The second transition has been changes in mobile and video usage. The third transition involves the integration of social features into online commerce and content websites, or the development of “social core”.
The increasing penetration and use of mobile, has turned messaging apps into an important type of social networks. In 2016, 27% of the population accessed social media from mobile devices – 1.97 billion people. In 2017, 34% of the world’s population, or 2.55 billion people, use social media on their mobile phones (+30% YoY). Messaging apps are very popular among younger users, with Snapchat the most-used social media platform among 12 to 24-years-olds.
Social networks have been part of our daily lives for years. It is estimated that more than half of the world’s population uses them, which means more than 4 billion people.
For marketers, social networks are an unbeatable opportunity to publicize a brand among customers and target audiences. But would you know how to define what a social network is and how it differs from social media? How can you choose the best one for your brand? What are the most popular social networks and what are their marketing advantages? We tell you everything in this article!
Social Media Trends to Put Into Practice in 2019Falcon.io
Is your marketing strategy ready for 2019? Stay ahead of the curve by learning about the biggest marketing trends that will change the way marketers think about chatbots, social e-commerce and video next year. During the webinar, you'll learn about:
The social media trends to watch in 2019
The changes to expect from major social networks
The way brands are already leveraging these trends
The document discusses a guest speaker presentation about Sina Weibo, a Chinese microblogging platform. It provides an overview of Weibo's functions and features, statistics on its usage in China, examples of how it has been used for social impact, and cases of companies using Weibo for marketing.
The document discusses how companies can effectively use WeChat, a popular social media platform in China, to engage customers and build brand loyalty. It emphasizes that companies should first develop a strategic plan with clear business objectives and metrics for success before launching a WeChat presence. It also stresses the importance of creating compelling, shareable content that enhances relationships rather than just broadcasting company information. The article provides examples from PwC and Costa that focus on engaging audiences through personalized, emotion-based messages rather than solely product promotions.
Want to build a trending short music and video app like Tiktok? Gain insights to the unrevealed building stones of Tiktok that you can use to imitate the popular business model. Identify the technology, game changing features, key contenders and open the gateways to earn money through Tiktok like app.
What's Next: Social Commerce - from transaction to truly socialOgilvy Consulting
Social is the most important contributor to e-commerce and a social commerce strategy should definitely be more than paid ads on social. Social, Messaging and E-Commerce platforms are all evolving to connect more deeply social interactions to commerce. Looking through the super rich Asia landscape what are all the different types of Social Commerce? How brands can develop, evolve their approach and capitalise on the real value of social.
The document analyzes the e-commerce live broadcast sales model from the perspective of the supply chain. It discusses the rise of live streaming commerce in China and its key characteristics, including merchandise sales relying on anchors to attract traffic and the overlap of viewer and consumer identities. It also examines the industry ecology including platforms like Taobao, supply chains being driven to digitally transform by high sales volumes, and key players like anchors and MCN agencies.
CMO's guide to AI (Artificial Intelligence)Chris Baker
This report puts the subject of 'AI in marketing' into context for CMOs and senior marketers, looking to build long-term plans for implementation of AI into their broader marketing playbook.
The report looks at:
- The scale, speed and value of AI for marketers
- Insights on how to plan and roadmap its implementation
- Highlighting key use cases
- Perspectives on how search and brand discovery will change
- Recommendations for how to begin work on AI transformation
The lessons learned from brands in China (on WeChat) offer important clues to Global marketers on how conversational, social marketing will evolve through Facebook Messenger, iMessage, WhatsApp, Apple's iMessage...etc.
2019 is setting up to be a very interesting year, full of competing challenges and opportunities.
There are serious warning signs about the global economy and numerous geopolitical challenges in play. The PRC government is also increasing its control and censorship activities. In the past two weeks alone, search engine Bing has been blocked (and unblocked) and big censorship moves have been made within Chinese platforms to remove sensitive content. “Daigou” activity (hand carried imports) is also under increased scrutiny.
Despite this, the opportunities in China are still large and brands continue to increase digital & social media budgets. Social and digital continue to be seen as the most cost efficient marketing channels.
While China still represents a big growth opportunity for all brands, it is also a market where big gains are increasingly going to larger brands. In 2018, data from analysts showed that only 10% of all accounts on Tmall were profitable. The costs of winning in China are rising quickly. Brands need to be more measured and focus on fewer, higher quality efforts.
Marketing to China is also becoming a global challenge. Brands need to support their China-specific marketing with new strategies at HQ level, in order to reach PRC nationals across borders.
With this set of circumstances in place for 2019, there are several key trends for brands to look out for; (1)China marketing should be global, (2)measurement of brand/digital performance is critical, (3)quality in branding and content matter more, (4)social selling is a massive, emerging opportunity, and (5)the rules of retail are being reshaped rapidly.
***
For more context on China social, check out our previous years' reports:
https://www.slideshare.net/cbaker19/social-media-insights-2018
https://www.slideshare.net/cbaker19/social-media-trends-2017
https://www.slideshare.net/cbaker19/2016-chinas-social-media-trend-report
WeChat is providing unique insight into the future of social CRM.
WeChat brings mobile-first capabilities (online-to-offline linkages), together with detailed audience profiles and mobile payments - into a comprehensive view of audience activities.
Imagine being able to unify the user data from Facebook, Google, Amazon, brand websites and mobile apps - into a singular view of the customer - that’s WeChat right now.
Add to this, the dominance of WeChat in China - with 900million users spending on average 34% of mobile time on the app - and it’s clear to see why brands have been rushing to setup CRM systems in coordination with their account operations on WeChat.
Social CRM systems on WeChat could offer some important insights for Global marketers into how omni-channel, social-mobile marketing will evolve.
As China continues to grow rapidly, there is a swell in outbound travel and shopping. In 2018 there will be an estimated 154 million outbound travelers from China - and another 248 million shoppers who buy overseas, online
from China.
This presentation outlines these growing movements and how global brands and destinations can market to Chinese audiences.
Marketing to China must take into account the unique characteristics of Chinese audiences who are highly social (social media rules), predominantly mobile and have incredibly high preference for mobile payments (mobile wallet over cash/credit).
Marketing to China also requires adapting language, messaging and systems to mesh with a different view of the world. Smart global brands who address these issues put themselves in a good position to succeed with the 400 million+ Chinese who are expected to travel overseas by 2030.
Its rare to get any official data from WeChat. So, when we were sent a 'year-to-date' review from WeChat in October, we wanted to translate and share it.
WeChat released the following report in Chinese last month. Its a summary of high-level user behavior/trends. Totem Media has translated the report to English ...without additional analysis/interpretation. In other words, it’s a straight translation of the Chinese report (without Totem’s point of view).
China has seen rapid growth with new, innovative mobile social applications in the past few years. Lofter, NICE, Meipai, Weishi ...among others are leading the way.
Despite this competition, Lofter has defined itself as the choice for designer interests groups (where NICE is more fashion driven).
A light blog launched by NetEase in 2011, Lofter provides audiences with a user-friendly UI and high-quality user-generated contents.
With Instagram and other foreign apps blocked in China, Lofter has enjoyed rapid growth recently. It currently has 10m users ...and is growing quickly, especially among early adopters.
With this presentation we look at how the application works, who uses it ...and how brands in China are using it for marketing purposes (with case studies from Cadillac, Xiaomi, IWC, among others).
KOLs - The Secret Sauce for Social in ChinaChris Baker
The use of KOLs does not get addressed adequately because companies generally do not want to admit to, much less share, information about how they use paid influencers in support of brand growth.
In order to better understand how brands and agencies are using KOLs in China, Totem Media distributed a survey through its own network and through Campaign Asia-Pacific during May and June.
The survey received a total of 36 responses from people holding director-level or higher positions in multinational brands and agencies in China. One-third of these respondents provided written responses to five open-ended questions in the survey.
This document discusses the need for branded visual content on social media and challenges in scaling visual content globally. It notes that images receive 53% more likes than text on Facebook. While there is high demand for images, many brands struggle to provide localized, on-brand visual content that respects legal and cultural differences across countries. The document advocates developing visual content strategies around long-term story arcs and having context-relevant images prepared to respond to real-time events. It also stresses the importance of creating China-specific images and videos that depict everyday scenarios and places familiar to Chinese audiences.
A brief introduction to the move to Real-time social media management. Listening and responding quickly to emerging trends on social (and search) allows brands to capture audience attention.
This report shares a couple of well-known cases from the US, together with:
1. Insights on why real-time is essential
2. How to do it
3. Examples from China with Tencent
NICE - China's answer to Instagram/SwaagChris Baker
Chinese social media goes niche in 2015.
This presentation provides an introduction to NICE ...another of China's up-and-coming social media.
NICE and other Chinese social-photo apps (Yoho!Show, In and Pinco), have been growing quickly (especially since Instagram was blocked during part of 2014).
NICE is A Swaag-like picture-labelling & sharing social app that enables users to tag floating labels on their pictures in a fun and creative way.
Launched in Oct 2013, NICE has gained 1.2 million daily active users and generates an impressive 1 million new, labeled pictures every day.
Brands have moved quickly into NICE, working with celebrities, KOLs and audiences to co-create social content.
Weishi - An introduction to China's VineChris Baker
This presentation provides an introduction to Weishi ...another of China's up-and-coming social media.
Weishi is China's answer to Vine - an 8-Second video app - which allows users to shoot, edit and share creative, fun videos. Weishi has 24 million registered users to date.
Another app, Meipai also occupies a similar space as Weishi BUT Weishi has a distinct advantage as part of Tencent's ecosystem. It is connected to QQ, Tencent Weibo and most importantly WeChat.
Chinese shoppers are rushing online to buy products from Overseas - A trend called "Hai Tao."
Increasing support for domestic consumption has lead to the establishment of the Shanghai FTZ which makes cross-border ecommerce easier and cheaper. And increasing liberalisation of global credit cards (and online payment systems) has further improved the prospect of going outbound to shop.
Its a very high growth space, with forecasts of RMB1.0 Trillion in Chinese outbound shopping by 2018.
Chinese Social Media - Quick Guide to Important SitesChris Baker
Updated July 2015:
A brief overview of some of the new, up-and-coming social media sites in China.
The two biggest platforms - WeChat & Weibo - get most of the attention in discussions about social media in China. There is however a growing number of important supporting players, representing the next wave of social.
We have prepared short introductions to a few that we think are interesting ...the sites/apps that we use in managing social media campaigns for brands in China:
- Douban
- Nice
- Lofter
- Momo
- Maimai
- Tantan
- Zhihu
- Meipai
- Papa
- Demohour
- Meilishuo
- Guokr
- Baidu Tieba
- Baidu Baike
In Travel:
- Daizhe
- Chanyouji
- Bread trip
- Qyer
And, included from our report in 2014:
- Weishi
- Nian
- Pianke
- Jue-so
- P1
This infographic shows the latest data on user activity for WeChat and Weibo. It illustrates the monthly active user stats together with insights on what functions are used in each application and the times of day when each are used most.
A visual map of the ecommerce ecosystem inside of WeChat, showing the key channels for sales inside of the application. It is specifically focused on helping brands understand how best to sell inside WeChat.
Papa - An introduction to China's SoundCloud/InstagramChris Baker
This presentation provides a brief introduction to PAPA, one of China's newest social media. Like SoundCloud/Instagram, PAPA is a mobile social network focused on sharing great content.
Users on PAPA share audio, voice and music through an "instagram-like" social app.
We show how the application works, its function and UI, together with analysis on how brands in China are using it to improve audience engagement.
By 2020, online sales in the US and China are projected to reach $650 billion. China's e-commerce market has grown at a compound annual rate of over 120% since 2003, compared to 17% in the US. China's online market was worth $230 billion in 2012 with over 1 billion online shoppers, making it larger than the US market of $210 billion with over 322 million shoppers. Popular retail categories in China include electronics, apparel, and beauty products.
This document provides an overview of infographics and how they can be used for marketing purposes. It discusses different types of infographics, when to use them in the customer journey, and how to create and share infographics effectively.
The document is divided into sections on marketing basics, why infographics are popular tools, when different types should be used, how to create compelling content, tips for social media sharing and promotion. It provides examples for each type and discusses trends in visual storytelling and how infographics fit into the broader movement of more dialogue between brands and audiences.
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2. The problem to be solved.
About this presentation
This is our third update to this presentation since we originally
published it in 2013. wechat has matured quickly and is the clear-
cut leader of china’s social media scene. Its lead over weibo is
beyond recall.
during chinese new year 2015 (in Feb), wechat hit 547 million
monthly active users (mau) and now has 400 million people signed
up for its mobile payments function.
for brands, it has become a reliable platform for customer
engagement, posting regular updates, stories, videos. wechat has
tested advertising through its “moments” feature but results have
not been enthusiastic.
therefore, the link between content and ecommerce is becoming
the focus for brands in the months ahead.
5. Taken over as
china’s primary
social network
556m
users
weibo
Apr 2014
600m
users
Wechat
Jan 2014
198m
monthly active
users
549m
monthly active
users
Mar 2015 Mar 2015
6. 500m
User Breakdown
400m
547m
600m Total number of global
users, including 100m
outside of China.
Monthly Active Users
(MAU) claimed by
WeChat.
Number of users
registered for the
mobile payments
system (Claimed by
WeChat).
7. Millions
100
200
300
400
2011 2012 2013 2014
?Last update from WeChat
on registered users was
January 2014
CNNIC February 2015: China mobile internet users
total 557million. Are they really all on WeChat???
500
Growth Trajectory
Total users inside of China
2015
8. accessible on
all mobile OS:
ios
android
symbian
blackberry
windows
Linked to all of
Tencent’s social
media - qzone -
600m+ active
users:
qq (im)
Tencent Weibo
email
available in over
200 countries in
over 20
languages
Access to WeChat
China x Global
9. wechat is more than just a social app.
It’s a complete ecosystem.
11. Discover
QR Code: Offline-to-online
Look around: New friends in area
Shake: contact exchange (intro)
Drift Bottle: ‘discover’ a message
Games: Mobile social games
Ecommerce
Shopping, group-purchase, gifts,
movie tickets, bill-split, taxi
reservations...
Chat/IM (Voice/Text)
One-to-one
One-to-many
Payment
Lucky Money
Transfer
Sharing
Pictures/Video
Locations
Business details
WeChat Key Functions
Messaging - Content - Commerce
12. 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 - effectiveness in decline
Challenges Online
13. WeChat Ecosystem
display
(Instream Ads)
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 - quality content
Ecommerce linked
subscription
account
Brand - Content
service
account
Brand - Interaction
brand. mobi
WeChat Advantages
14. it’s a very tight link between
content and commerce.
15. 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
17. <Daily
7%
> 30
25%
10-30
30%
5-10
21%
< 5
17%
64 : 36male
400m
mobile payment
users
600m
registered
users
female
Daily Active Users
number of times used per day
Who Uses WeChat
And How Often They Use It
18. Where Weibo is more focused on a
top-down stream of messaging,
WeChat is more focused on sharing
between closer (private) connections
As a friend focused social network,
WeChat offers less “reach” for
marketers at the moment. However, if
brands can build a following on
WeChat, the quality of “members” is
likely to be better.
The tight link between content,
service and ecommerce makes
WeChat a very strong CRM system
for brands.
“Moments” Personal photo album
& timeline shared openly to all connections.
Private “Groups” built
around social/interests.
sharing: 1-to-1, One-to-many
Friend Focused
Tighter connections than Weibo
19. Like all other social media in China,
celebrities have been among the
early adopters with WeChat. It’s
widely acknowledged that Weibo’s
early success was very much a
result of celebrity contributions.
Unlike Weibo however, the rapid
growth of WeChat has not been
“top down” - its been more of a
groundswell.
At the same time, there are some incredibly interesting efforts being built around
celebrities. Chen Kun, a famous Chinese actor, rolled out a premium service last
year.
By subscribing to Chen’s account fans get access to photos, songs, e-books
and even “good night” voice messages from him. The RMB18/month
subscription account reportedly collected RMB7 million on the day it went live.
Celebrities and KOLs are playing an increasingly important role
for brands. KOLs are now pivotal in helping branded accounts
build follower numbers.
Celebrities & KOLs
Key players in Content x Audiences
21. 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.
Choosing an Account
Two main account types
22. 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.
1 2 3 4
Attracting Followers
How Brands Build-up Accounts
23. 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. Identify public accounts in different categories
run by agencies.
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.
Typically, the second way is more effective, as
personal accounts have more loyal and connected
followers, who are more likely to share content to
their “Moments.”
Using KOL/Influencers
To Build Brand Accounts
25. Brand accounts
As with most other social media (Facebook,
Weibo…), most efforts by brands have gone
into creating branded spaces to share content
and provide information.
Brands distribute stories, memes, infographics
and audio ...do Q&A with authorities and
celebrities.
01
26. Challenge: Cadillac has had a consistent effort to create awareness
about its American heritage, by sharing a multitude of stories about the
classic “Route 66.” The effort has focused on story telling about the
people, places and history of the route.
Summary: For its latest effort, Cadillac created a series of mini-
documentaries featuring “Route 66” with a focus on the Cadillac “SRX.”
Online, there was there was series of five 24 minute episodes covering the
journey along “Route 66.” On WeChat, a special HTML5 page was setup
featuring each stage of the journey, with director’s notes and special
information about the locations.
Brand: Cadillac
Auto: Branded Stories about Heritage of the Company
SRX “Route 66” Travel Journal - Day by day account of the trip across the historic
motorway.
27. Challenge: In 2014, Burberry held one of the largest events ever by a
luxury brand in Shanghai, with a massive music performance representing
its routes as a brand from London. While thousands of VIPs attended the
event, Burberry wanted to give access to a larger group of people online,
through WeChat.
Summary: Burberry setup a special interactive HTML5 page, to allow
people following online the opportunity to view the entire performance on
their mobile phones. It featured a full 360 degree (augmented reality) view
of the show. With the approach, they dramatically amplified the attendance
of the event.
Brand: Burberry
Luxury Fashion: Exclusive Access Thru WeChat
Panning the phone, audiences can see a
full 360 image of the performance - with
all four acts featured.
Including links to
special features -
v i d e o c l o s e u p s ,
stories and details
28. Challenge: The Glico “Happy Box” campaign is an ongoing effort to build
following with audiences through WeChat - and includes digital interactions
and O2O links.
Summary: Glico built a special HTML5 site for users to create cartoon
avatars and add funny voice messages. The customized messages/
avatars could then be sent to friends in the form of a package (box), to be
digitally unwrapped.
The campaign ran for 2 weeks during June (including special messages for
“Father’s Day”). To encourage participation, Glico gave away 100 gift packs
and invitations to offline events as prizes. It created a lot of social buzz as a
fun way to get a laugh and make somebody “happy.”
Brand: Glico
Snack Foods: Fun & Games for Peer-to-peer Sharing
1. DIY your avatar 2. Record message &
choose template
3. Share to friends 4. Special edition for
Fathers’ Day
29. micro-contents
Success with branded accounts rests heavily
on creating great content on a regular basis -
short stories, videos, infographics and
pictures.
The environment (User Interface) inside of
WeChat for brands is really clean and simple.
As a result successful content receives strong
attention from audiences.
02
30. Brand: Zanadu
Travel: Edgy stories about great places x people
WeChat ID: ZanaduCN
With multiple daily updates to content (stories, graphics and pictures),
Zanadu creates a lot of opportunities for big wins. This story in 2014 about
travel style for men, collected 4.35 million impressions.
31. Brand: Red Works
Advertising: Funny infographics to poke fun at business
Advertising agency, Red Works, has taken the opportunity to make fun of
its own industry by creating a series of funny infographics, each mocking a
different aspect of “agency life.” The series of infographics resulted in rush
of new followers who empathize with the commentary.
WeChat ID: Redworks2013
“Meetings”
A perfect way to kill
time ...a time to
daydream while avoiding
real work.
“Pain in the neck”
Common ailment of ad
people ...and common
qualification for success
in the biz.
“Advertising Dog”
People in the industry are
dogs, to be controlled by
humans, without their
own lives.
32. Brand: Star Wars
Entertainment: Real-time response with interactive graphics
Star Wars has developed a routine of responding to events in real-time,
featuring iconic characters from the movies with interactive GIFs & images.
The effort includes polling audiences and using replies to form
infographics, like those done at the Shanghai International Film Festival’s
Star Wars Marathon.
WeChat ID: StarWarsCN
33. customer service
After content, the second most applied
strategy on WeChat is in providing customer
service and support.
At the moment, most of this service/support is
automated (providing balances, bookings) but
there clearly is an opportunity for brands to
distinguish themselves with more hands-on,
customized support.
03
34. 1 2 3
customer service
Branded Loyalty Cards
WeChat ID: qqicard
Loyalty Cards: have become a low priority for
WeChat. The focal point for brands on
WeChat is through the master “Brand
Account” and not thru supplemental accounts
like this for Loyalty.
35. Challenge: Educating consumers about Tesla’s functions and design in
an easy to understand way?
Summary: Using a series of immersive HTML5 pages in WeChat, Tesla
gave “would be buyers” the opportunity to get a feel for what using the car
would be like, helping to answer key questions about how things work
(charging time, energy consumption...), together with very detailed journeys
through the car.
The experiences created through the applications aim to simulate
experiences and make answers more fun, more high-tech.
Brand: Tesla
Auto: Immersive, Virtual Experiences as Answers
View from inside Charge Time Calculator Charger map Energy-Saving
Comparison
36. Challenge: To provide attentive and detailed customer service through its
WeChat interface - at right time, place - throughout a journey.
Summary: The interface includes functions for (a)booking flights,
(b)check-ins, luggage service and hotel support, (c)related membership
issues. They have found ways to support at all stages of the trip - pre,
during and post. Users can even use the voice messaging function to get
feedback.
China Southern has become one of the best service accounts in WeChat.
Within 10 months after launch, it has attracted over 1 million followers.
Brand: China Southern Airlines
Travel: Air ticketing and service at all stages of trip
Check-in Children Service Binding with your
WeChat
Audio message
37. Challenge: Available to pet owners in Shanghai, Nuan Wo, has started a
service to help busy people in taking care of their favorite pets.
Summary: Nuan Wo uses WeChat as its key platform to provide
“concierge services” for pets. They have created a special directory of pet
trainers, groomers, etc, where interested “pet owners” can view a profile
and contact them directly. The company is the first in the category to
provide this service and has already attracted the interest of 10,000+
users/followers.
Brand: Nuan Wo
Pets Services: A concierge for dogs ;)
Offline activities are often held as get-togethers for pets, pet owners for training and
playing.
38. offline-to-online
As a mobile, social network, WeChat enables
strong connections between online-to-offline
(and reverse), at scale.
Location based (LBS) in WeChat offers the
potential to; (1)Drive and track retail footfall,
(2)Encourage attendance at events/locations,
(3)Collect offline audiences to online (for online
CRM).
04
39. Challenge: In order to improve the access to
location-based search and drive more online to
offline search, WeChat has made Dianping more
accessible.
Summary: Tencent-invested “Dianping” (China’s
top LBS rating/review application) has been
integrated into the main SEARCH function on
WeChat, allowing customers to do location-
specific searches for restaurants, entertainment
and other venues nearby.
Some brands even optimize consumption
experience by giving users some incentives
(coupons, discount…)
Online to offline
Dianping further integrated in WeChat
40. Challenge: To celebrate women on Mother’s Day, Olay teamed up with
“Didi Da Che” (call taxi app), to offer free skincare assessments at any Olay
retail counters in Beijing, Shanghai and Guangzhou. Qualifying customers
got a free ride to Olay’s counter by “Didi Da Che.”
Summary: By reserving through the co-branded application on WeChat,
women in Beijng, Shanghai & Guangzhou were given a coupon for
RMB100 free taxi ride by “Didi Call Taxi” to the nearest Olay location for a
free skin test. It’s part of a larger effort by Olay to help celebrate beauty.
Brand: Olay
Beauty: Olay & Didi “Beauty Car”
A “Didi Call Taxi” with campaign ad on car On-boarding thru QR code
41. Challenge: In order to counteract the movement of customers from offline
to online, luxury shopping mall, La Perle in Guangzhou, has developed a
smart WeChat linked app.
Summary: Every month, La Perle features products from its tenants,
helping to bring online audiences back to malls for offline purchase.
From the 8th to 18th every month, select products are featured on the La
Perle’s WeChat account. During the monthly campaign, users find the
products they want ...pre-order ...and then have 24 hours to go to the mall
for pickup - enjoying discounts of up-to 50%. A flash sales element creates
urgency to participate.
Brand: La Perle
Retail/Shopping: Moving customers from Online to Offline
1. Follow official account and sign-in
2. Make reservation (order) of product
3. Pay in store within 24 hours after order
42. payments (sales)
WeChat has embedded a robust payments
function into its platform, allowing brands to
drive ecommerce from “accounts”, allowing
consumers to pay for a multitude of products
and services.
As of Feb 2015, WeChat has 400 million users
who have signed up for its mobile payments
system.
05
43. Offline Payments
Scan & Pay thru “Loyalty Card.”Pacific Coffee
Pre-Order
Xiaomi
Brand Shop
Dangdang
3rd Party “Malls”
QQ Tuangou
Group Sales
payments (sales)
Types of Payment
44. WeChat Shopping Mall
Linked to www.yixun.com
8663
Link Payments to:
Chinese Bank Cards (Debit)
Chinese Credit Cards
Tenpay/WePay
Int. Credit Cards (Visa, MC...)
Access to Tencent sales channels conveniently located
next to “Bank Cards”
Payment
Quick Pay, Transfer
Red Pocket “Hong Bao”
Giving/exchanging money Group Buy
LBS in various categories
Go Dutch
Split the cheque
Order Taxi
Cooperated with Didi Call Taxi
payments (sales)
Mobile Wallet - Sales Channels
45. Challenge: Xiaomi has a famous “online only” sales model using flash
sales events for both marketing and sales purposes.
Summary: Xiaomi has made its online flash sales into big marketing
events and fun experiences for consumers. Using WeChat for the sales
events, Xiaomi creates a game of; (A)Waiting for alerts about the “Snap-up”,
(B)Getting reservations for time-sales slots, (C)Playing games for further
discounts ...keeping audiences engaged at every step with fun content.
Brand: Xiaomi
Electronics: “Snap-up” flash sales campaigns
Play games to
w i n f u r t h e r
discounts
Products are available for
one day only at select
times (12:00 - 14:00 -
16:00...) with a quota at
each time
1.
2.
46. Challenge: Encourage more users to use WeChat payment
Summary: On May 20th, WeChat payment held a campaign named
“Transfer is message”, calling on users to transfer money to those who you
love instead just using words ...to share a sentiment.
On that day, RMB400m lucky money was transferred. The most popular
transfer sums were “RMB5.20” & “RMB13.14” ...expressing the sentiments
of “I love you” and “All my life, together with you.”
Brand: WeChat
Media: Driving new registrations to mobile payments system
Proposed scenarios by WeChat ...to encourage users to share/send lucky money.
47. “push” advertising
Early in 2015 WeChat launched is “push”
advertising offering to brands with a select few,
high-profile companies, including BMW, Coca
Cola and .....
The ads were sent to targeted audience
segments through its “moments” function,
directly into audiences’ social stream (much
like paid ads on Facebook).
06
48. Promoted:
All ads will be shown as promoted to
WeChat users. Users can chose to
hide those ads as “Uninterested”if
they don’t like them.
Engagement
Comments & Likes of all your WeChat
friends will be shown here.
Ad Details:
Detailed info will be shown here,
usually it’s a H5 page.
Pictures
Supports at most 9 pictures. Click to
zoom
“push” advertising
Ads into “Moments” Stream
Moments Ads: are pushed
directly into users’ social
stream. For the launch, 50
brands were selected for the
trial. Ads in “moments” are
charged on a CPM basis,
with detailed audience
targeting options.
49. Text + Image Image Text link “Follow” Card “Download” Card
“push” advertising
Display Ads inside Public Posts
Display ads: are also offered, and at lower costs than the
“moments” ads. The display ad units are presented at the bottom
of popular, verified posts/accounts - with 7,000 participating
accounts on offer. They are charged to advertisers on a CPM/CPC
basis, and estimated, average click thru rates are 2%.
50. opportunities for brands
1. Content
Content remains the most important opportunity for brands. Creating a steady dialogue with customers (and
would-be customers), brands can keep customers informed about new products, offers and rewards. More
importantly, by creating quality content FOR audiences, brands can create a sense of “insider knowledge”
and true loyalty. Accounts built on strong content are the fuel for all activities instigated from WeChat.
2. Research, Focus-Groups
Brands and agencies are using “Chat” and “Walkie Talkie” features to conduct focus groups and surveys
with target customers...in real-time as audiences go thru regular routines. It’s a lot more powerful to ask
someone a question at the right time and place. WeChat puts questions into context for brands.
3. O2O & LBS
WeChat is a great tool to link online & offline together and manage CRM. There are really interesting
opportunities to do “popup” retail, flash sales and product trials ...alerting followers nearby to attend on a
moment’s notice. And with payments inside WeChat, retail doesn’t need to be linked to a traditional retail
location.
4. Selling thru WeChat
Payments systems have been set-up inside of WeChat and that makes it a (potentially) very powerful
channel for sales - linking social, CRM and ecommerce together into one tight ecosystem. A friend’s
purchase recommendation is only a couple clicks away from transaction point.
51. Chris Baker, Managing Director
Email: chris@totemmedia.net
Twitter/WeChat: Talktototem