Mr. Norman Tam Head of Hong Kong Office Tencent Holdings Limited Topic: Marketing on Mobile Messenger Platform

1. Marketing on Mobile Messenger Platform
Norman Tam
Head of Hong Kong Office, International Business
Tencent

2. Rise of Mobile Internet

3. Rise of Mobile Internet

4. It took Twitter 1400 days and Facebook 1600 days
to reach the 100M milestone. For WeChat, it took 433 days.

5. International Platform
– Hong Kong
– Taiwan
– Thailand
– Malaysia
– Singapore
– Indonesia
– India
– US
– Saudi Arabia
– South Africa
WeChatapp.com
• Supports 18 languages and phone number registration in over 220 countries
• Reached No.1 in Social Networking on iOS in 41 countries
• No.1 free social app on iOS in Hong Kong for a year
• No.3 overall in Google Play in Hong Kong

6. Brands on WeChat
Malls Fashion & Beauty Food & Beverage
Luxury
Entertainment
Media
WeChatapp.com
Others
Artistes

7. Promotion
Commerce
Customer
Service
Content
Interaction
What Brands can do on WeChat?

8. Add WeChat “mcdonaldshk” official account to
get a free upgrade of extra value meal
Case Study: McDonalds X WeChat

9. Case Study: McDonalds X WeChat

10. Promotion channels:
• TVC
• In-store tray mats
• WeChat 香港站
• McDonalds app
• Website
Case Study: McDonalds X WeChat

11. WeChat 接財神
• received over 130K messages within an
hour
• gave out 188 財神 figure (prize) in 30
minutes
Case Study – WeChat 香港站

12. WeChat CNY Emoticon
• over 130K unique users engaged
• just spent 6 hours to reach 1 million
downloads
Case Study – WeChat 香港站

13. HKAMF ticket game
• received over 500K messages
• reached 300 messages per second
• all tickets gone in 30 seconds
Case Study – WeChat 香港站

14. Case Study – China Southern Airline
• Use WeChat to check-in, select seats and receive boarding pass (QR Code)
• Bind membership account with WeChat account
• Connect to existing mobile site platform to enable procedures
• Whole process completed within WeChat Official Account

15. Case Study – China Southern Airline
Results after launching for 5 days
• Over 2500 successful check in and boarding pass collection, average 500 per day
• Attracted 50000 fans, received around 52000 messages
• Widespread coverage in media and weibo

16. Case Study – Chang Beer
Online Campaigns
Events/ Press Con.
Merchandise
Roadshows
Co-sponsored Events
JP with Retail
Shops
/Restaurants
Emoticons
TVC

17. Case Study – Chang Beer
Interaction with WeChang Account
• Download emoticons
• Order delivery of drinking water through

18. • Focus on Interaction, not Broadcasting
• Personify your brand with auto reply and keyword match
• Content strategy – Quality, not Quantity
• Combine Service and Marketing
• Focus on Reaction and Conversion, not Fan Count and
Retweets
• Leverage Offline Presence and QR Code
Best Practices of WeChat Marketing

19. Coming soon: Build your App in WeChat

21. Digital Media Comparison
Existing Digital Media Limitation
Facebook Fan Page Overcrowded timeline
Newsfeeds only reach 16% of fans
100% instant reach
Facebook App Requires installation
Cannot extend to mobile
Virality cut down by FB policies
Instant participation
100% mobile
Open API for innovative and
viral campaigns
Weibo Wall-feed one way thread
Reposts/comments declining
Interactive message with high
reach to target audience
eDM Low successful delivery
Weak interaction
Interaction driven
Banner ads Eyeballs only
Low CTR and conversion
High CTR and conversion
Double-digit rate achievable
SMS Costly
Text-based
FREE
Rich media format

22. WeChatapp.com
The Future

23. Thank You!