Marketing to a Chinese audience using WeChat

1. TMG Webinars
Getting Started with WeChat

2. Presented by
Co Founder & Global Head of Client Strategy
TMG Worldwide
Jeff Fish is the Co-Founder and Global Head of Client Strategy at The Momentum Group. He helps our
customers launch successful China marketing campaigns leveraging WeChat. Jeff has worked with a variety
of organizations, from hospitality to financial services, and is a frequent speaker on the implications of
content marketing at global scale. He has a seasoned background in social networking, content marketing,
mobile strategy and emerging technology.
Jeff Fish
LinkedIn: https://www.linkedin.com/in/jeffreyfish
WeChat:

3. Outline
I. Why WeChat
II. How WeChat Helps
III. Understanding WeChat for Business
IV. Marketing on WeChat with WeChatify
V. Travel Example

4. WHY

5. 120M
OUTBOUND
CHINESE TOURISTS
SPEND
$215
BILLION
OVERSEAS
SPEND
$7000PER PERSON PER TRIP
IN THE U.S.
BY 2020 WILL
ACCOUNT FOR
20%OF ALL GLOBAL TRAVEL

6. 80%
Of the consumer decision journey occurs in
mainland
CHINA
REACH THEM WHERE IT COUNTS

7. Create brand awareness
All of this is made easy with
Increase brand engagement
Maximize tourist spend

8. Why WeChat Converts
One click to follow ads and brand promotion ads on WeChat and theTencent network
Cost per followers <$1Low Cost HyperTargeting
Push messages into the users stream with 99.5% view rate and up to a 30% open rate for no cost once per
week.
Free Retargeting
One-Click checkout in OfficialAccount and Mini Program drives conversionsSimplest Checkout
Every step can be supported by technology.This includes auto-responders, chat bots, and customer support
routing enabling you to provide great service cost effectively.
Low Cost Chat Support

9. HOW HELPS

10. Property of The Momentum Group.
Create brand
awareness
1
One Click to Follow QA Banner Ad Picture Driven Product Ads Picture Driven Promotional Ads
 Run banner ad campaigns within WeChat
and in theTencent ecosystem
 Link to landing pages or directly to your
WeChat account to build followers
 Target WeChat users based on criteria like
demographics, location, interests and
more to increase follower conversion

11. Property of The Momentum Group.
Build brand
affinity
 Service accounts onWeChat enjoy a 99%
view rate and on average a 10% open rate
of all messages
 Publish coupons and offers
 Create engaging content in Mandarin
2

12. Property of The Momentum Group.
Enable
conversions
with WeChat
 Build yourWeChat Store in a Mini
Program
 Provide direct booking within
WeChat
 Integrate your rewards program
into your Mini Program
 IntegrateWeChat pay for ease of
payment
3

13. Property of The Momentum Group.
Improve tourist
experience
 Provide information about the facilities,
restaurants in Mandarin
 Include useful information like directions to
your destination, things to do nearby and
other traveler tips
 Provide customer service in Mandarin via
WeChat
4

14.  Involve fans and Chinese key opinion leaders (KOL) to spread stories, pictures,
and videos to expand the reach of the brand
 Engage followers with a regular stream of content – pictures, videos, and stories
unique to the destination
 Manage booking opportunities and customer service
 Working with online travel agents onWeChat to promote bookings
 Enroll Chinese travelers on-location to join aWeChat loyalty program
 Incentivize travelers to create and share content back to China
 Provide on-location services to travelers
 Generate feedback or completed surveys from Chinese tourists on location
LEVERAGING WECHAT
FOR TOURISM MARKETING

15. UNDERSTANDING
FOR BUSINESSES

16. • Service provided byWeChat for businesses, celebrities, government and media to reach
and communicate with followers
• Registration is FREE but requires the organization to have a Chinese entity
• Authenticity
• AccountVerification
• Brand Protection
• Account type is specified at the time of account creation and cannot be changed
• Unless you are a media company, a verified ServiceAccount is almost always the right
choice
WECHAT
OFFICIAL ACCOUNT
SERVICE
ACCOUNTS
SUBSCRIPTION
ACCOUNTS
ENTERPRISE
ACCOUNTS

17. Feature Subscription Account (Verified) Service Account (Verified)
Message broadcast frequency Daily 4 times a month
Message alerts Displayed within the subscription messages folder Displayed inline with personal contacts
Push notifications No Yes
Reply to user’s message Within 48 hours Within 48 hours
CustomWeChat Menu Yes Yes
Create polls Yes Yes
WeChat Store No Yes
Mobile Payment Support No Yes
Advanced Integration Features No Yes
ACCOUNT
FEATURES

18. Main Page
Top Navigation
Profile Image &
Welcome Message
Cover Message Image
Cover Message Title
Sub Message Title
Chat Option
Account Details
- Profile Image & WeChat ID
- Intro
- Account Name
- Receive Message (On/Off)
- View History
- Enter Official Account
- Report
Cover Image
- Maximum 1 number
Sub Message
- Maximum 7 numbers
Main Navigation
OFFICIAL
ACCOUNT STRUCTURE

19. Message Page Embedded Page
Cover Message Image
Top Navigation
Cover Message Title
Published Date &
Account Name
Content
Options
- Send to Chat
- Share on Moments
- Favorite
- Copy URL
- View Official Account
- Open with Browser
- Font Settings
- Report
HTML Page
OFFICIAL
ACCOUNT STRUCTURE

20. • Launched in January 2017
• Over 1 million Mini Programs Live
• WeChat’s version of theApp Store
• SupportsComplete Commerce andWeChat Pay
WECHAT
Mini Program

21. GETTING YOUR BRAND ON

22. Information/Documents Required for Business
Registration | Official Account/Mini Program
1. Dedicated Email Address
2. Organization Point of Contact
3. Chinese employee photo ID and contact information
4. Chinese branch address
5. Copy of Chinese business license
Information/Documents Required for Processing via
TMG
1. Copy of Business License
ACCOUNT
CREATION
Direct registration is FREE but requires the
organization to have a Chinese entity

23. AccountVerification
is necessary to communicate to followers that
this is an authorized and safe account for
followers to engage with.
DirectVerification Process
1. Activation &Verification
i. Fill in company’s Chinese bank account information during account creation.
ii. Tencent initiates bank account validation with a small transfer associated with a 6 digit authorization
code
iii. Enter the 6 digit authorization code to complete account activation
iv. Pay a processing fee of 300 RMB via WeChat Pay and fill in administrator information
v. WeChat verification agency initiates verification of legal representative and bank account validation
with 6 digit code
vi. Upload a screenshot of the bank transaction with the 6 digit code for processing
vii. Should be done within 10 days of account creation.
Verification Process viaTMG
1. Authorization Letter from the organization
ACCOUNT
VERIFICATION
Profile Image
Introduction
Message
Verification
Symbol

24. MARKETING ON
USING WECHATIFY

25. END TO END WECHAT MANAGEMENT
Platform
Professional Services

26. Account setup
1
✓ Official service account creation on WeChat
✓ WeChat account configuration
✓ Microsite configuration on the WeChat
official account
✓ Account content creation from existing
content sources
✓ Content translation for all microsite content
✓ Design and development services for the microsite
✓ HTML5 page hosting for microsite pages

27. Content marketing
platform
2
✓ Collaborative marketing content creationn with
role based access for security
✓ Message broadcast scheduling
✓ Shared content library which is a repository of all
approved marketing content
✓ Audience segmentation to group users based
on various WeChat aYributes
✓ WeChat official account microsite management
✓ Performance analytics

28. Engagement
Tracking
3
✓ Track follower engagement on the WeChat account
✓ Create tags to track menu clicks, QR code scans and
other automated responses on the account
✓ Know which users have clicked on a message, how
many times andwhen

29. O2O Campaign
Management
4
✓ Generate QR codes instantly for offline campaigns
✓ Create QR codes that auto expire for short dura'on
offers or campaigns
✓ Track campaign performance - how many people
scanned the code, engaged with the response content
✓ Track campaign performance – who are the people
who scanned the code, engaged with the response
content

30. Contest
Management
5
✓ Moments sharing contests where followers can
share a promotion on their Moments and send
a screenshot to the Official Account
✓ Poll based contests where followers respond to a
multiple choice question on the WeChat Official
Account
✓ WeChat Shake based contests where shaking the
phone allows the follower to participate in a
raffle stylecontest
Confiden'al. Property of The Momentum Group.

31. Mini
Programs
6
✓ Integrate into the WeChat official account
✓ Enable offline access
✓ Integrate live agent calling capability
✓ WeChat Pay integration

32. Customer
Support
7
✓ Automated responses – provide first level support for
frequently asked questins
✓ Chat history recorded permanently in Marketing Cloud
✓ Live agent capability
✓ Manage multiple chats
simultaneously

33. OUR WORK

35. ATTRACTIONS
1
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36. 2 3 41
GENERAL INFO

37. 2 3 41
ITINERARY – By Theme

38. 2 3 41
ITINERARY – By Duration

39. 1 2 3
MERCHANTS – Shopping

40. 1 2 3
REVIEWS

41. www.tmgworldwide.com
sales@tmgworldwide.com
+1 646 503 1171
Reach us at