Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to use WeChat for marketing in China

953 views

Published on

How to use China's most popular social media app - WeChat, especially as it pertains to B2B marketing. Discover which type of account will work best for your brand, how to set up an account, push content, generate followers and advertise.

Published in: Marketing

How to use WeChat for marketing in China

  1. 1. WeChat 101 The WeChat Guide B2B Marketing in China
  2. 2. What is WeChat?
  3. 3. Largest social media network in China In just under 10 years WeChat has become the most used app in China. It combines the functionality of Facebook, Instagram Whatsapp, LinkedIn, Apple Pay, Uber and more.
  4. 4. Largest social media network in China 938 million monthly active users 768 million daily active users show just how integral this app is to everyday life in most of China’s cities
  5. 5. Largest social media network in China 938 million monthly active users 10 million+ official accounts The official account space is becoming increasingly crowded, trends show the amount of articles produced have increased, while views have gone down, forcing brands to create better content.
  6. 6. WeChat Ecosystem
  7. 7. Scan QR code
  8. 8. Scan QR code Follower
  9. 9. Company Account Scan QR code Follower
  10. 10. Welcome Scan QR code Follower Company Account
  11. 11. Text Link to H5 Welcome Scan QR code Follower Company Account
  12. 12. Text Link to H5 Welcome Menu Scan QR code Follower Company Account
  13. 13. Welcome Menu Scan QR code Follower Company Account Text Link to H5 Web page link WeChat Store
  14. 14. Text Link to H5 Web page link WeChat Store Welcome Menu Push posts Scan QR code Follower Company Account
  15. 15. Follower Welcome Menu Fans Push posts Scan QR code Company Account Text Link to H5 Web page link WeChat Store
  16. 16. Follower Welcome Menu Fans Push posts Forward post to Scan QR code Company Account Text Link to H5 Web page link WeChat Store
  17. 17. Follower Welcome Menu Fans Push posts Forward post to Moments Friends groups Scan QR code Company Account Text Link to H5 Web page link WeChat Store
  18. 18. Follower Welcome Menu Fans Push posts Forward post to Moments Friends groups Allows new people to follow Scan QR code Company Account Text Link to H5 Web page link WeChat Store
  19. 19. Follower Welcome Menu Fans Push posts Forward post to Moments Friends groups Allows new people to follow Scan QR code Company Account Text Link to H5 Web page link WeChat Store
  20. 20. Account types
  21. 21. Service Account Subscription Account 2options
  22. 22. Service Account • More advanced features including mobile payment • Allowed four posts per month • Posts show up alongside messages from users personal contacts Service Accounts
  23. 23. Subscription Account • Allowed 1 push post per day • All accounts housed in one folder, users have to actively check • Less functionality, but more opportunity to connect with followers
  24. 24. Menu options
  25. 25. Menus are one way users interact with your account.
  26. 26. Menus are one way users interact with your account. Option for three main menus
  27. 27. Menus are one way users interact with your account. Option for three main menus And up to 5 sub menus
  28. 28. Menus can connect to: • WeChat post • Web page • WeChat store • H5 “animation” slideshow • Other WeChat developed apps or pages such as an event invite
  29. 29. WeChat Posts
  30. 30. You’ve heard it 100,000 times..
  31. 31. CONTENT IS KING
  32. 32. Types of content that work well on WeChat Article Infographic Video Animated Slides News Blog Feature story Company Info Invitation
  33. 33. But, with 10 million+ official accounts…
  34. 34. THE SPACE IS CROWDED!
  35. 35. So what can be done?
  36. 36. DO • Publish image heavy posts
  37. 37. DO • Publish image heavy posts • Use influencers to help raise awareness
  38. 38. DO • Publish image heavy posts • Make your content useful and shareable • Use influencers to help raise awareness
  39. 39. DO • Publish image heavy posts • Make your content useful and shareable • Personalize content as much as possible • Use influencers to help raise awareness
  40. 40. DON’T • Overpost - less is more!
  41. 41. DON’T • Overpost - less is more! • Have unrealistic follower goals
  42. 42. DON’T • Overpost - less is more! • Have unrealistic follower goals • Use WeChat as a lead generation tool
  43. 43. DON’T • Overpost - less is more! • Have unrealistic follower goals • Use WeChat as a lead generation tool • Push the limits of Tencent’s rules
  44. 44. Looking ahead
  45. 45. WeChat search
  46. 46. While still an internal search function, WeChat is continuing to improve the functionality of this feature
  47. 47. How will this affect your business?
  48. 48. • Product searches - connect e-commerce • Backlinks - may improve WeChat ranking • Direct link to Sogou Baike (Wikipedia-esque) How will this affect your business?
  49. 49. Advertising on WeChat
  50. 50. Paid advertising on WeChat is possible
  51. 51. 3 main ways to pay for brand awareness on WeChat
  52. 52. • Moments Advertising • Banner Ads • Influencers (KOLs)
  53. 53. HOWEVER
  54. 54. Advertising on WeChat moments: Expensive Minimal entry price: 50,000 RMB. Currently most brands advertising on WeChat moments are luxury or car brands.
  55. 55. Can only target by location, interest, age, gender, device and phone network. Even these options have limitations. Advertising on WeChat moments: Limited options for segmentation
  56. 56. Can have up to 40 character description and up to 6 photos. Can link to a microsite, but only if it is hosted on Tencent’s server. Advertising on WeChat moments: Limited space
  57. 57. Extremely low engagement. Banner ads are placed at the bottom of a post from an Official Account WeChat Banner Ads Low engagement
  58. 58. Cannot specifically choose the Official Account your ad will appear on, which makes it hard to target the right audience. WeChat Banner Ads Few choices
  59. 59. Most efficient Influencers aka Key Opinion Leaders
  60. 60. While working with an influencer may not necessarily be cheaper, you can be sure that you will have a better shot at targeting the right audience. Influencers (KOLs) Target a specific audience
  61. 61. In China there are influencers for everything, and the large demographic of mobile users make influencers the best way to reach a niche audience. Influencers (KOLs) Perfect for niche brands
  62. 62. Influencers have already build up a network of fans who trust them, especially in China. Work with the right influencer and their fans will be much more likely to trust your brand from the start. Influencers (KOLs) Build trust
  63. 63. Visit us @ brandigo.com Get in touch hellochina@brandigo.com

×