Learn how to set up your brand’s WeChat account and start marketing to Chinese audiences

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. Creating your WeChat Official Account
V. Marketing on WeChat with WeChatify

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 the Tencent network
Cost per followers <$1Low Cost Hyper Targeting
Push messages into the users stream with 99.5% open rate for no cost once per week.
WeChat provides free unlimited text, video, and image downloads on high speed CDN.Free Retargeting
One-Click checkout in official account drives conversionsSimplest Checkout
Every step is can be supported by technology like auto-responders, chat bots, and customer
support reps 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 the Tencent
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 on WeChat enjoy
a 99% 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
 Publish offers and discounts
 Provide direct booking links
within WeChat
 Integrate WeChat 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 on WeChat to promote bookings
 Enroll Chinese travelers on-location to join a WeChat 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 by WeChat 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
• Account Verification
• Brand Protection
• Account type is specified at the time of account creation and cannot be
changed
• Unless you are a media company, a verified Service Account is almost
always the right choice
WECHAT
OFFICIAL ACCOUNT
SERVICE
ACCOUNTS
SUBSCRIPTION
ACCOUNTS
ENTERPRISE
ACCOUNTS

17. Primary Brand Account
Enterprise Internal Communication
Customer Service
Brand Promotion
Location Based Promotion
Recruitment
E-Commerce (WeChat Store)
E-Commerce Support (Concierge Service)
Create & Share Content
Category Based Promotion
Franchisee Management
Media Center
Training
Membership Account
Event Promotion & Management
TYPICAL
ACCOUNT USES

18. 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
Custom WeChat Menu Yes Yes
Create polls Yes Yes
WeChat Store No Yes
Mobile Payment Support No Yes
Advanced Integration Features No Yes
ACCOUNT
FEATURES

19. CUSTOM MENUS
More flexibility to create custom
features and behaviors with menus
FILE TRANSFERS
Upload/download multimedia
content to WeChat servers; all
media deleted after three days
URL SHORTENER
Allows developers to keep QR
codes with lots of data simple and
fast scanning
CARD VOUCHERS
Advanced interface for managing
digital coupons, tickets, gift
certificated and loyalty cards
USER MANAGEMENT
Import your user database, read
basic profile information, and edit
user’s group
DIRECT MESSAGING
Asynchronous API for text, image,
audio, video, music and multimedia
messaging
QAUTH 2.0
Allow users to log-in to your app or
mobile site using their WeChat
credentials
WECHAT STORE
Use product, inventory, shipping
and order management API to
synch with other retail platforms
SEMANTIC PROCESSING
API to parse natural language
messages into programmatic
language
USER LOCATION
API to call user’s location at start of
every chat or every five seconds;
requires user opt-in
BROADCAST MESSAGING
Advanced targeting options to
demographics, groups, or by list of
OpenIDs
QR CODE GENERATOR
Create QR codes for account
follows and opens that report
custom parameters at scanning
TRANSACTION MESSAGING
Event-based messages for booking,
order or payment confirmations
and status updates
Several tools to customize how
web pages display when viewed
in WeChat
WEB TOOLS
ADVANCED
FEATURES

20. 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

21. 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

22. GETTING YOUR
OFFICIAL ACCOUNT

23. Information/Documents Required for Business
Registration
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

24. 1. The ‘Official Account Name’ and ‘WeChat ID’ cannot be
changed once the account has been verified.
2. WeChat ID should be between 6 and 20 English characters.
The ID must start with a letter but can be a combination of
letters, numbers, ‘-’ and ‘_’.
3. Official Account Name should be between 3 and 30
characters. This can include *Chinese and English characters
and numbers.
*Note: 1 Chinese character = 2 English characters in length.
Official
Account Name
Official
Account Name
WeChat ID
ACCOUNT NAME
& WECHAT ID

25. Account
Verification
is necessary to communicate to followers
that this is an authorized and safe
account for followers to engage with.
Direct Verification Process
1. Automatic 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 verification
iv. Should be done within 10 days of account creation
2. Manual Verification
i. Pay a processing fee of 300 RMB via WeChat Pay and fill in administrator information
ii. WeChat verification agency initiates verification of legal representative and bank
account validation with 6 digit code
iii. Upload a screenshot of the bank transaction with the 6 digit code for processing
Verification Process via TMG
1. Authorization Letter from the organization
ACCOUNT
VERIFICATION
Profile Image
Introduction
Message
Verification
Symbol

26. MARKETING ON
USING WECHATIFY

27. 1. Customizable content creation
workflow
2. Content translation workflow
3. Content scheduling
CONTENT CREATION
WORKFLOW

28. Segment followers into groups
based on multiple parameters
like location, gender and more
FOLLOWER
MANAGEMENT

29. Schedule targeted content
marketing messages for different
groups for maximum impact
AUDIENCE
TARGETING

30. MICROSITE
MANAGEMENT
1. Custom branded microsite
2. Content translation to Mandarin
3. Link to HTML5 pages within WeChat or
return WeChat messages as response

31. 1. Complete conversation flows, not just flat
keyword responses
2. Easy to use English Interface
3. Translation to Mandarin
AUTOMATIC
RESPONSES

32. 1. Customer service
2. Pre-sales support
3. Intelligent booking assistance
CUSTOM
CHATBOTS

33. EXAMPLES

34. H5 Landing Pages
One Click to Follow
DISPLAY AD
CAMPAIGNS

35. Message Details Page
Sample
Message Digest Samples
CONTENT
MARKETING

36. 1 2 3 4 5
DIRECT BOOKING
EXPERIENCE

37. AUTO RESPONSE
SYSTEM

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