Marketing on mobile platforms, Harnessing WeChat for direct sales: Case studies of what works and its return on investment. - Online to offline engagement: How are the most successful brands utilising WeChat for sales? - How are brands integrating WeChat strategies into the rest of the marketing mix? - What are the three key ingredients to maximise business outcomes for brands using WeChat? Speaker: Milan Chiang, CEO, VeryTechnology

1. Mobile Marketing
Boom a New Era
将移动营销进行到底
费睿网络科技 Very Technology
蒋美兰 Milan Chiang
1

2. 2
5 keywords of Mobile Marketing
5个移动营销关键词
1.自传播 Self-diffusing
2.方便性 Convenience
3.链接购买 Link to Sales
4.线上线下串联 O2O
5.社交顾客关系管理 SCRM

3. 3
自传播 Self-­‐diffusing
Marketing is Product Competition?
行销是一场产品战争？
NO！Is Psychology War!
是一场心理战！
Social spread is all about humanity!
人。人性。自传播
Key Point:
Willing to forward
愿意按下转发键
Brand to People?
People to People！

4. 4
方便性 Convenience
Without Time?
在移动的年代，
与其说是没有时间
NO！
Lose Patience!!
其实是耐心不够！
消费者手上的是
智能型手机
Smart Phone
Don’t push them watch , interact with them!
不是看！而是点、选、滑、扫..那个快用哪个！

5. 300 hours
VS3 minutes
5
The reach time of purchase
链接购买到达时间
Mass Media
大众传播媒体
Mobile
移动端
链接购买 Link to Sales

6. 6
链接购买 Link to Sales
Add a Link to online mall
加一个商城Link
Link to purchase
直接链接
put everything on the 4 inch
screen？比多？
NO！Accuracy！比准确！
Create a Purchasing Environment，Shorten the purchasing time
创造购物氛围，缩短购物时间才是王道

7. 7
O2O
Forward
分享
Spread
扩散
Leading-in
引流

8. 8
SCRM
User？
Fans
Buy？
Love
成功的品牌不能只有用户，没有粉丝
不要只追求人家买你，要人家爱你！
微信营销的真谛是：找到你自己品牌的传教士
A truth about Wechat Markting is：Find your own missionary
PS：SCRM：Social Customer Relationship Management

9. 9
To link Wechat platform with CRM system
Identity
Promotion
Mobile
terminal
Moments Interaction
New
members
Member
identity
Member
service
Supportive
events
Order
processing
Privilege
push
Potential
market
Initiate
Recruit
Register
Verify
Check-in
Standard
customer
service
Leave a
message(Audio
/Text）
Various
activities
Collect
participants
information
Delivery info
Refund
check
Online order
Stock book
Membership
card
Privilege
notes
Personal
privilege
Wish list
Invite
friends
Get gifts

10. 优衣库搭出色、Digital POP
Loreal欧莱雅集团小美盒-承诺活动
Luxgen纳智捷汽车-集U币，时尚购
Cha Mate一茶一坐
CASE STUDY-Uniqlo
All From Very Technology
10

11. UNIQLO O2O Campaign We Chat official account
11
Less 3 months，
Added over 500,000 new wechat followers !
O2O
Forward
On Line
Interact

12. 12
Uniqlo--Digital POP
店端扫描OR Code可全面
了解各品类完整信息，
并可 查询库存

13. 13
Digital POP Achievement：

14. 14
L’OREAL GROUP My Beauty Box O2O Event-I Promise！
欧莱雅集团小美盒“承诺活动”
Choose “Promise”—Post
it—5
Friends
support—Get
OR
Code—Free
Beauty
Box
in
event
scene
从我们设计的10个承诺中选择1个承诺，如“我承诺3个月内瘦成1道闪电”，分
享至朋友圈后，得到5个朋友支持，即可获取二维码，至活动现场领取小美盒

15. 15
-Only use Wechat publish 3 days
-11,000 people participated
online
-Over 3,000 People at event
-O2O conversion rate over 35%
-只运用微信平台3天
-线上超过11000人参与
-现场超过3000人
-O2O转化率超过35%

16. 16
Case： Luxgen
U coins collection
Link
to
purchase
Every one can check and get 1 U coin through Wechat, share the U coins
to friends limitless everyday
During 1 moths，One can get ￥ 1000 discount to buy Luxgen as long as
20 U coins collected！
【Achievement】
250,000 People become our U
collectors，over 10,000 orders and 2,544
people bought a car using 20 U coins as
discount in-store!
Online increased over￥ 250 million
sales！（2,544cars * ￥ 100,000）

17. 17
Cha mate Wechat Account 一茶一坐微信平台
Online Offline
Membership Card
Purchase on WeChat ,
also with “ gift” function
排队系统
线上线下
会员卡整合
微信支付直接链接购
买+转赠功能
评价及问卷
Line Up
System
Evaluate
Questionnaire

18. 18
Before set a Wechat official account, you should think about…：
在微信平台建立前，先问自己3个问题…
1.Why would they follow me?
人家为什么要加你？
2.Why wouldn’t they unfollow me？
为什么不取消关注？
3.Why would they forward your posts？
足以让他们分享的理由为何？

19. See you online！
新浪微博-@蒋美兰
WeChat：milanchiang
milan@verystar.cn
19
Thank you!