Social Business Conference 2013 - Marketing on Mobile Messenger Platform


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

Published in: Health & Medicine, Business
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Social Business Conference 2013 - Marketing on Mobile Messenger Platform

  1. 1. Marketing on Mobile Messenger PlatformNorman TamHead of Hong Kong Office, International BusinessTencent
  2. 2. Rise of Mobile Internet
  3. 3. Rise of Mobile Internet
  4. 4. It took Twitter 1400 days and Facebook 1600 daysto reach the 100M milestone. For WeChat, it took 433 days.
  5. 5. International Platform– Hong Kong– Taiwan– Thailand– Malaysia– Singapore– Indonesia– India– US– Saudi Arabia– South• 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. 6. Brands on WeChatMalls Fashion & Beauty Food & BeverageLuxuryEntertainmentMediaWeChatapp.comOthersArtistes
  7. 7. PromotionCommerceCustomerServiceContentInteractionWhat Brands can do on WeChat?
  8. 8. Add WeChat “mcdonaldshk” official account toget a free upgrade of extra value mealCase Study: McDonalds X WeChat
  9. 9. Case Study: McDonalds X WeChat
  10. 10. Promotion channels:• TVC• In-store tray mats• WeChat 香港站• McDonalds app• WebsiteCase Study: McDonalds X WeChat
  11. 11. WeChat 接財神• received over 130K messages within anhour• gave out 188 財神 figure (prize) in 30minutesCase Study – WeChat 香港站
  12. 12. WeChat CNY Emoticon• over 130K unique users engaged• just spent 6 hours to reach 1 milliondownloadsCase Study – WeChat 香港站
  13. 13. HKAMF ticket game• received over 500K messages• reached 300 messages per second• all tickets gone in 30 secondsCase Study – WeChat 香港站
  14. 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. 15. Case Study – China Southern AirlineResults 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. 16. Case Study – Chang BeerOnline CampaignsEvents/ Press Con.MerchandiseRoadshowsCo-sponsored EventsJP with RetailShops/RestaurantsEmoticonsTVC
  17. 17. Case Study – Chang BeerInteraction with WeChang Account• Download emoticons• Order delivery of drinking water through
  18. 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 andRetweets• Leverage Offline Presence and QR CodeBest Practices of WeChat Marketing
  19. 19. Coming soon: Build your App in WeChat
  20. 20. Digital Media ComparisonExisting Digital Media LimitationFacebook Fan Page Overcrowded timelineNewsfeeds only reach 16% of fans100% instant reachFacebook App Requires installationCannot extend to mobileVirality cut down by FB policiesInstant participation100% mobileOpen API for innovative andviral campaignsWeibo Wall-feed one way threadReposts/comments decliningInteractive message with highreach to target audienceeDM Low successful deliveryWeak interactionInteraction drivenBanner ads Eyeballs onlyLow CTR and conversionHigh CTR and conversionDouble-digit rate achievableSMS CostlyText-basedFREERich media format
  21. 21. WeChatapp.comThe Future
  22. 22. Thank You!