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An ecosystem disguised as an app
What is WeChat
Indispensable social
media networking app
connected to many
facets of daily life
*WeChat is NOT a copycat of
570M daily userbase
is larger than America’s
population by 50%
MUST
HAVE
APP
in China
73M+ Business/Media
accounts reaching out
to 80% of WeChat users
Source: Tencent 15Q3 Results, WeChat Official
WhatsApp Facebook LINE Sina Weibo
It is everything and more.
WeChat’s ambition is to connect
PEOPLE to EVERYTHING
Information
• Actively search information
• Passively receive information
from accounts you subscribe to
• Discover interests and trends
People
• Daily communications/chat
• Make new friends
• Social networking
Service
• Utility features like eCommerce
and online booking
• Built-in wallet and financial
services
• Enterprise management
• Infinite possibilities based on
APIs and web-apps
*Tencent has developed/invested/made strategic partnerships with many Internet companies (e.g. Didi taxi) for
access to their data, which has made WeChat into an operating system for your life.
A Chinese
netizen can
LIVE ONLY
WITH
WECHAT
from the
moment he
wakes till it’s
time to sleep
Let’s experience the power of WeChat through
A DAY AS A USER and see examples of how
brands connect with users.
Start a new day
07:00 23:00
Off to work Mid-day break Off Duty Leisure Bedtime
These are not BETA use cases.
Start a new day Off to work Mid-day break Off Duty Leisure Bedtime
*View demo video on Youtube
Getting Ready
出⻔问问 (a mobile intelligence voice
search company) uses their official
account as a voice search assistant.
• Voice search weather
• Quick look traffic situation &
optimize routine before going out
• Think Google Now
“Show me the way to
the nearest Starbucks.”
Start a new day Get to work Mid-day break Off Duty Leisure Bedtime
Getting Coffee
A typical O2O2O (online to offline to
online) scenario. WeChat is used by
many brands as a replacement for their
specialized Apps.
• Pre-order your drink for pick-up
• Collect promotion coupon in-store
• Pay using WeChat wallet
• Share discounts with friends
• Think Starbucks App + Apple Pay
*View demo video on Youtube
“Give me a triple shot soy
frappe, extra whip, extra
sugar, no gluten.”
Start a new day Get to work Mid-day break Off Duty Leisure Bedtime
*View demo video on Youtube
Get Brand Info
Brands can run accounts to push
information to followers. WeChat also
supports rich-media and interactive
HTML pages within it’s in-app browser.
• Reading high quality subscriptions
from brands / media / influencers, etc
• Enjoy rich-media micro-sites or games
• Delivered to you like messages from
friends so you know when there’s
something new
• Think Facebook’s brand pages
“What’s up with
VANS?”
Start a new day Get to work Mid-day break Off Duty Leisure Bedtime
Productivity
Here listed some features for productive
works. An on-demand developed enterprise
accounts can cover most productive
products in daily life.
• Internal training/sharing
• Group messaging
• Daily Punch-in
• Supply chain management
• Contacting approved suppliers
• Think Salesforce, SAP, Slack
“Timesheets can now
haunt you on mobile.”
Start a new day Get to work Mid-day break Off Duty Leisure Bedtime
*View demo video on Youtube
Free Wi-Fi
Many shops offer incentives like Wi-Fi in
exchange for following their accounts.
Payment also makes it easy to split a
check from lunch among colleagues.
• Gain followers by offering Wi-Fi, free
photo-prints
• Offer utilities like online payment or
discounts at lunch
• Split costs between diners
• Think iBeacons
“Follow the MacDonald’s
account for free Wi-Fi!”
Start a new day Get to work Noon break Off Duty Leisure Bedtime
*View demo video on Youtube
Get Services
Brands can launch rich-media web-apps
within their accounts that are as simple as
raffles or games, to full-fledge services such
as taxi services or dating apps.
• Get a taxi
• Pay your bills
• Book plane tickets
• Contact customer service for repairs
• Check on a queue number without
waiting at the restaurant
• Think UBER
“Let’s take a helicopter
to Cannes.”
Start a new day Get to work Noon break Off Duty Leisure Bedtime
*View demo video on Youtube
Remote Control
Many consumer brands like Xiaomi and
media companies like iCNTV have started
integrating their WeChat accounts with
their products and services.
• Offer functions such as remote control
for consumer products
• Choose a program on your phone and
it plays on your TV
• Scan a QR code during an advert to
access raffles or live chats
• Think NEST or AirPlay
“Netflix & chill”
Start a new day Get to work Noon break Off Duty Leisure Bedtime
*View demo video on Youtube
Bedtime Social
WeChat’s moments function is a Chinese
user’s perferred method of sharing media
and updates with friends. It is a brand-free
zone except for advertisements.
• Post photos or videos
• Share links to articles or pages
• Comment and like statuses
• Sponsored content from brands
• Think Facebook’s news feed (with less
spam!)
“One more place for baby
photos.”
1. Think Service or Utility - Don’t just think about creating a brand account and pushing
information. Many brands have loyalty programs built into their WeChat accounts.
2. Integrate with Offline – Best use-cases have to do with some sort of offline
integration, even for campaigns.
3. No website? No problem – You can develop your brand’s .com for China at a fraction
on WeChat by utilizing their APIs and ready-user base.
4. It’s just PR – Think about advertising, influencer seeding or paid advertorials with
media owners that have large followings.
5. Think about moments – Think about moments or snippet’s of a consumer’s daily life
and how your brand’s message can be expressed through functions in WeChcat.
6. It comes down to sales – Where people talk, is where people most likely want to buy.
WeChat’s wallet feature makes it easy for impulse purchases if your brand markets
correctly.
Key Takeaways
Don’t Worry
The Shanghai team is here to help:
Profile	Photo
Name
Email
Contact
Title
Region
What’s	Up
Nicolas	Chan
NChan@golin.com
+86	2411	0094
Senior	Planning	Mngr
Shanghai
Doc
Profile	Photo
Name
Email
Contact
Title
Region
What’s	Up
Minhua Yu
MYu@golin.com
+86	2411	0040
WeChat Specialist
Shanghai
Contact	me	for	help!
Introduction to WeChat

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Introduction to WeChat

  • 2. What is WeChat Indispensable social media networking app connected to many facets of daily life *WeChat is NOT a copycat of 570M daily userbase is larger than America’s population by 50% MUST HAVE APP in China 73M+ Business/Media accounts reaching out to 80% of WeChat users Source: Tencent 15Q3 Results, WeChat Official WhatsApp Facebook LINE Sina Weibo It is everything and more.
  • 3. WeChat’s ambition is to connect PEOPLE to EVERYTHING Information • Actively search information • Passively receive information from accounts you subscribe to • Discover interests and trends People • Daily communications/chat • Make new friends • Social networking Service • Utility features like eCommerce and online booking • Built-in wallet and financial services • Enterprise management • Infinite possibilities based on APIs and web-apps *Tencent has developed/invested/made strategic partnerships with many Internet companies (e.g. Didi taxi) for access to their data, which has made WeChat into an operating system for your life.
  • 4. A Chinese netizen can LIVE ONLY WITH WECHAT from the moment he wakes till it’s time to sleep
  • 5. Let’s experience the power of WeChat through A DAY AS A USER and see examples of how brands connect with users. Start a new day 07:00 23:00 Off to work Mid-day break Off Duty Leisure Bedtime These are not BETA use cases.
  • 6. Start a new day Off to work Mid-day break Off Duty Leisure Bedtime *View demo video on Youtube Getting Ready 出⻔问问 (a mobile intelligence voice search company) uses their official account as a voice search assistant. • Voice search weather • Quick look traffic situation & optimize routine before going out • Think Google Now “Show me the way to the nearest Starbucks.”
  • 7. Start a new day Get to work Mid-day break Off Duty Leisure Bedtime Getting Coffee A typical O2O2O (online to offline to online) scenario. WeChat is used by many brands as a replacement for their specialized Apps. • Pre-order your drink for pick-up • Collect promotion coupon in-store • Pay using WeChat wallet • Share discounts with friends • Think Starbucks App + Apple Pay *View demo video on Youtube “Give me a triple shot soy frappe, extra whip, extra sugar, no gluten.”
  • 8. Start a new day Get to work Mid-day break Off Duty Leisure Bedtime *View demo video on Youtube Get Brand Info Brands can run accounts to push information to followers. WeChat also supports rich-media and interactive HTML pages within it’s in-app browser. • Reading high quality subscriptions from brands / media / influencers, etc • Enjoy rich-media micro-sites or games • Delivered to you like messages from friends so you know when there’s something new • Think Facebook’s brand pages “What’s up with VANS?”
  • 9. Start a new day Get to work Mid-day break Off Duty Leisure Bedtime Productivity Here listed some features for productive works. An on-demand developed enterprise accounts can cover most productive products in daily life. • Internal training/sharing • Group messaging • Daily Punch-in • Supply chain management • Contacting approved suppliers • Think Salesforce, SAP, Slack “Timesheets can now haunt you on mobile.”
  • 10. Start a new day Get to work Mid-day break Off Duty Leisure Bedtime *View demo video on Youtube Free Wi-Fi Many shops offer incentives like Wi-Fi in exchange for following their accounts. Payment also makes it easy to split a check from lunch among colleagues. • Gain followers by offering Wi-Fi, free photo-prints • Offer utilities like online payment or discounts at lunch • Split costs between diners • Think iBeacons “Follow the MacDonald’s account for free Wi-Fi!”
  • 11. Start a new day Get to work Noon break Off Duty Leisure Bedtime *View demo video on Youtube Get Services Brands can launch rich-media web-apps within their accounts that are as simple as raffles or games, to full-fledge services such as taxi services or dating apps. • Get a taxi • Pay your bills • Book plane tickets • Contact customer service for repairs • Check on a queue number without waiting at the restaurant • Think UBER “Let’s take a helicopter to Cannes.”
  • 12. Start a new day Get to work Noon break Off Duty Leisure Bedtime *View demo video on Youtube Remote Control Many consumer brands like Xiaomi and media companies like iCNTV have started integrating their WeChat accounts with their products and services. • Offer functions such as remote control for consumer products • Choose a program on your phone and it plays on your TV • Scan a QR code during an advert to access raffles or live chats • Think NEST or AirPlay “Netflix & chill”
  • 13. Start a new day Get to work Noon break Off Duty Leisure Bedtime *View demo video on Youtube Bedtime Social WeChat’s moments function is a Chinese user’s perferred method of sharing media and updates with friends. It is a brand-free zone except for advertisements. • Post photos or videos • Share links to articles or pages • Comment and like statuses • Sponsored content from brands • Think Facebook’s news feed (with less spam!) “One more place for baby photos.”
  • 14. 1. Think Service or Utility - Don’t just think about creating a brand account and pushing information. Many brands have loyalty programs built into their WeChat accounts. 2. Integrate with Offline – Best use-cases have to do with some sort of offline integration, even for campaigns. 3. No website? No problem – You can develop your brand’s .com for China at a fraction on WeChat by utilizing their APIs and ready-user base. 4. It’s just PR – Think about advertising, influencer seeding or paid advertorials with media owners that have large followings. 5. Think about moments – Think about moments or snippet’s of a consumer’s daily life and how your brand’s message can be expressed through functions in WeChcat. 6. It comes down to sales – Where people talk, is where people most likely want to buy. WeChat’s wallet feature makes it easy for impulse purchases if your brand markets correctly. Key Takeaways
  • 15. Don’t Worry The Shanghai team is here to help: Profile Photo Name Email Contact Title Region What’s Up Nicolas Chan NChan@golin.com +86 2411 0094 Senior Planning Mngr Shanghai Doc Profile Photo Name Email Contact Title Region What’s Up Minhua Yu MYu@golin.com +86 2411 0040 WeChat Specialist Shanghai Contact me for help!