Optimizing your WeChat strategy through Data & Analytics

OPTIMIZING YOUR WECHAT STRATEGY
THROUGH DATA AND ANALYTICS
MADJOR x 55
February 2017

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Who WeAre
x
LEADING BRANDS’ DIGITAL TRANSFORMATION LEVERAGING DATA TO INCREASE BRAND AND
BUSINESS PERFORMANCE

What WeAre Hearing Right Now
“We don’t really know who our fans are and whether or not
they are qualified”
“We have a big fan base but low engagement. How do we get
people to interact with us?”
“We’re spending lots of money on Wechat but we’re not
seeing any tangible brand and business impact”
“We’re trying many things on Wechat but we don’t have the
right metrics to know what works or what doesn’t”
“We find it hard to integrate Wechat in our current technical
and analytics infrastructure”
Wechat presents
tremendous opportunities
for brands but also
generates many
frustrations

The Evolution Of Wechat MakesAnalytics Critical To Unlocking Efficiencies
EARLY CONTENT EXPERIMENTS INTEGRATED CONTENT +
COMMERCE + CRM PLATFORM
MARKETING MATURATION
“We need an H5 for our campaign” “We need KOLs and ads to drive
fan growth and article views”
“We need to drive actual sales and
see real ROI”
Wechat is moving away from organic content. Growth will come from
personalized outreach, commerce and CRM integration. This new paradigm
makes data central to any brand’s Wechat strategy

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“You can’t customize the experience for different followers”
“You only get 4 messages per month on service accounts”
“Every follower will see the same menu”
“We can’t track users between our different Wechat accounts”
“The only data we can get on articles is reads. We need to
build an H5 to get more data”
“We can only get very limited data on our followers (gender
and city)”
And much more…
We See Many FalseAssumptionsAbout What Can Or Can’t Be Done On Wechat
Many brands under-
estimate how far Wechat
has come and what is
possible with good
analytics

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What We WillAnswer Today
1. What kind of data can you capture through Wechat?
2.
3.
When and how can you capture this data?
How can you use this data?

7MADJOR and Fifty Five No diffusion or reproduction without authorization. Madjor.com Fifty-five.com
What We WillAnswer Today
But First
Let’s start with a practical
example

Doing What You Preach
Before this presentation
you were asked to scan our
QR code to follow our
Wechat account.
Throughout this event, we
will be using Wechat to
collect data about you and
engage with you
What We Know
 Who is attending?
 When did you arrive?
 What is your gender, preferred language and city of origin?
 What is your name, industry, position and satisfaction with your current
Wechat analytics solution?
 Are you interested in a similar event in France, HK, New York or London?
How we use it
 Better understand who are audience is for our events to adjust our content
in the future
 Adjust language of posts according to preferred language
 Integrate your name in push messages to build a more personal relationship
 Adjust the type of article we send you depending on your position
 Adjust the articles featured in the menu depending on your position
 Perform 1 to 1 outreach to promote our future events based on your interest

What Kind Of Data Can
You Capture Through
Wechat?

 OpenID
 Subscribe Time
 Gender
 Language
 City/Province/Country
 Location (home city and live location)
 Menu clicks
 1 to 1 message content
 Article click through rate
 Session time and duration
What Data Points Lie Behind These Screens?
Account menu and chat feed

 ArticleID
 Title
 Users
 Page views
 “Read more” clicks
 Channels for sharing (private chat, moments…)
 Number of shares
 Numbers of comments
 Numbers of favorites
 Traffic to H5 site
 Traffic sources to article (chat, moments, brand account…)
*All the metrics above are aggregated data. No user level data available.Article page

 OpenID
 UserID (customerID)
 Product page views
 Video views
 Add to cart
 OrderID
H5 site

Wechat Can Yield DataAcross 3 Key Dimensions
FOLLOWER PROFILE IMPACT OF BRAND ACTIONS
Ex:
• Gender
• Native language
• Home city
• Current location
• Social influence
• Device
• Phone number & email
• …
Ex:
• Preferred content
• Product affinity
• Transaction history
• CRM status
• Account creation
• …
FOLLOWER QUALIFICATION
Know who your followers are Know your followers’ likes, dislikes
and where they stand in their
customer journey
Measure the impact of various brand
actions to prioritize investment
Ex:
• Performance of different types of
articles with different audiences
(reach, engagement and conversion)
• Role of each touch point in driving
Wechat recruitment (fan origin
tracking)
• Performance of promotional H5
• Performance of Wechat e-commerce
storefront
• …

How Can You Capture
This Data?
(Time To Get Technical!)

Clearly Differentiating Environments: WithinAnd Outside Brand Territory
OUTSIDE THE BRAND TERRITORY WITHIN THE BRAND TERRITORY
Newsfeed Official account H5 webpageArticle

How To Track Different Data PointsAcross Environments?
Behavior
s
Data
points
Tracking
method
• Click on sponsored link from ad
• Click the account’s name in post shared on moments
• Impressions
• Clicks
• Media sources
• UTM parameters
• Wechat native tracking
• No GA code allowed
• Follow/unfollow
• Menu clicks
• Article opens
• Send direct message to brand
• OpenID
• Subscribe/unsubscribe time
• Gender
• Region/city/location
• EventKey (menu click)
• Telephone, email, customerID
through 1 to 1 message
• Wechat native tracking + API
• Page views
• Click on Read More
• Share
• Add to favorite
• ArticleID / Title
• Pageviews, Users
• Clicks on Read More
• Shares
• Add to favorite
• WeChat native tracking + API
• Page view
• Video watch
• Purchase
• Share
• UserID
• OpenID
• VideoID
• CampaignID
• ProductID
• TransactionID
• Revenue
• Google analytics
Back Office
• Telephone
• Birthday
• Address/email
• TransactionID
• Name
• CustomerID
• Purchase history
• Refund

Ensuring Data MatchingAcrossAll Databases
Behavior
s
Data
points
Tracking
method
• Click on sponsored link from ad
• Click the account’s name in post shared on moments
• Impressions
• Clicks
• Media sources
• UTM parameters
• Wechat native tracking
• Follow/unfollow
• Menu clicks
• Article opens
• Send direct message to brand
• OpenID
• Subscribe/unsubscribe time
• Gender
• Region/city/location
• EventKey (menu click)
• Telephone, email, customerID
through 1 to 1 message
• Wechat native tracking + API
• Page view
• Video watch
• Purchase
• Share
• UserID
• OpenID
• VideoID
• CampaignID
• ProductID
• TransactionID
• Revenue
• Google analytics
• Telephone
• Birthday
• Address/email
• TransactionID
• Name
• CustomerID
• Purchase history
• Refund
Back Office
PII (personally identifiable information) data
to allow future retargeting and reactivation
Matching keys across
databases
• Page views
• Click on Read More
• Share
• Add to favorite
• ArticleID / Title
• Pageviews, Users
• Clicks on Read More
• Shares
• Add to favorite
• WeChat native tracking + API

Wechat data spans 2 key categories: data captured and data generated. Brands need to be active on both fronts
Doing Both Data CaptureAnd Data Generation
CAPTURED DATA GENERATED DATA
Collecting and tracking the data that your
users unconsciously leave behind when
interacting with your Wechat account.
Getting your followers to proactively give
away more data about them.
Ex:
• Clicks on a menu item
• Follower gender, city and language
• Visits to H5 site
• H5 page shares
• Recruitment source (through unique QR code)
• …
Ex:
• CRM status
• Detailed personal information (Ex: profession,
interests…)
• Advanced contact information (Ex: phone
number, email…)
• …

Data Generation Is Critical To EnsureAccurate TrackingAcross EnvironmentsAnd Match UsersAcross Different
Databases
PII (Ex: phone number, email)
or customer ID sharing via
Wechat
User shared an H5 page in a
chat or moments and this
share can be linked back to
him
User creates an account/logs
in/fills a form on an H5 page
User completes a purchase on
an H5 page

“Data Generation Opportunities” Must Follow 3 Principles To Be Effective
1. CONTEXTUALLY
RELEVANT
2. SIMPLE 3. REWARDING
+ +
The request is made at the
right time in the user journey
Ex:
after purchasing a skincare set,
customers get a call to action
inside the packaging asking
them to register their product on
Wechat to verify authenticity
Data sharing is easy and does
not require too much efforts
from users
Ex:
registration is made easily by
scanning a QR code inside the
packaging
There is a clear incentive for
sharing data with, if possible,
an immediate reward
Ex:
after registering their product
followers get a 50RMB Wechat
coupon redeemable immediately
on the Wechat storefront

Capturing The Window Of Opportunity In The First 48 Hours
The first 48 hours are
absolutely critical to
generating data that can
lay the basis for an optimal
experience going forward
Brands can use their service account to sent an unlimited amount
of 1 to 1 messages to fans in the 48h following either account
following or an interaction (Ex: send direct message, complete
payment, request Wechat customer service etc…)
HOW TO DO IT - EXAMPLES
 Welcome message with clear CTA to share information
 Autoreply menu or H5 survey for follower profiling
 Enrich CRM database: call to action for Wechat CRM binding
with immediate reward (Ex: “Get 1,000 points for binding your
loyalty card to Wechat”)
 Capture new members: call to action for sign up and personal
information binding with immediate reward (Ex: “Get a 50RMB
coupon for binding your Wechat account”)
 Call to action to register product through Wechat
 Initiate 1 to 1 conversation through the chat feed

Wechat Data Can Be UsedAcross 3 Key Dimensions
SEGMENT PERSONALIZE CONVERT
Group your followers into relevant
segments to enable more precise
targeting of content and offers
Create different Wechat journeys
for different follower groups
Convert followers more
effectively through targeted calls
to action and personalized offers

Segmenting YourAudience
Group your followers into
relevant segments to
enable more precise
targeting of content and
offers
EXAMPLE OF SEGMENTATION CRITERIA
 Recruitment source
 Gender
 City
 Current location
 Product affinity
 Past transactions
 Social influence (measured through number of clicks on past
content shared on moments)
 Menu clicks
 Past interactions with brand content
 CRM status
 …

Personalizing The Wechat Experience
Create different Wechat
journeys for different
follower groups
EXAMPLE OF EXPERIENCE PERSONALIZATION
 Menu links personalization
 Push message content personalization (optimize usage of your
message quota)
 Language choice based on follower profile
 Personalized Wechat customer service (CS representatives can
access full consumer profile and history)
 …

Driving Conversion
Convert followers more
effectively through targeted
calls to action and
personalized offers
EXAMPLE OF CONVERSION MECHANISMS
 Re-targeting inside Wechat through individualized CTAs based
on past interactions
 Re-targeting outside Wechat through targeted media buy based
on Wechat behavior
 Personalized promotions or Wechat coupons based on fan
interest
 Up-sell offers integrated as part of purchase confirmation
messages
 …

Example – What Could This Mean ForAHotel Brand
SEGMENT PERSONALIZE CONVERT
 Segment between same city
residents and inbound
travellers through capture of
profile data
 Segment between business
and leisure travellers through
a welcome message and
auto-reply survey
 Identify frequent travellers
through Wechat + booking
engine integration
 Push specific content to same
city residents about F&B and
other ancillary services (Ex:
SPA)
 Adjust menu links between
same city residents and
inbound travellers
• Quick access to fast track
booking and reservation
management for inbound
travellers
• Quick access to F&B and
ancillary services content for
same city residents
 All people who complete a
booking through the Wechat
storefront get a CTA to book a
F&B package with an
immediate 5% discount
 Female same city resident are
targeted with a time limited
promotion for a SPA
“staycation” (1 night + full SPA
session + F&B package)

Getting Started:APractical Framework ForAction
FRAME DEFINE ASSESS BUILD RUN
Consumer behavior: how is
Wechat used and integrated
in the customer journey?
Brand objectives: how do we
want to build brand equity?
Desired brand experience:
what kind of brand
experience do we want to
create?
Wechat use cases: where and
how do we want to integrate
Wechat in the brand
experience?
Data capture needs: which
are the key data points we
need to capture to match use
cases?
Data usage scenarios: how
are we going to use data to
build the Wechat experience?
Data need gaps: what data do
we currently have vs what we
need?
Technical need gaps: does
our current analytics solution
and technical infrastructure
allow us to get the data we
need?
Technical platform upgrade:
upgrading our analytics tools
and technical infrastructure
Initial data capture: build data
capture opportunities to
profile existing fan base and
assess current performance
Cross-environment
reconciliation: integrate data
across databases (CRM,
transactions…)
On-going data tracking: track
user actions
On-going data capture:
multiply data capture
opportunities
Rapid iteration: find new
creative ways to leverage
data for optimization and
personalized outreach

Thank you!

Optimizing your WeChat strategy through Data & Analytics

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