SlideShare a Scribd company logo
SomethingAbout
Croud USA Lunch & Learn
AGENDA
QuickSurvey WeChatIntro WeChatMarketing
Cases Summary Q&A
WhatisWeChat?
WhatisWeChat
Background
Released in2011
InstantMessaging
VoiceMessaging
VideoCall
889Million ActiveUsers
100Million International
OneDayofWeChat
WeChatIsYour...
Everything
andmore...
WeChatMiniProgram
● 85%mobilebrowsing
insideapps
● 1/12App favored
● 25%newappabandon
rateafteronesession
WeChatis...
Anecosysteminoneapp
TheEmpireisbuilton...
WeChatPay Gaming Partnership Ads
Duetothesegreatbenefits...
60%oftheusers
opentheappmore
than10timesper day
Duetothesegreatbenefits...
50minsavg.
timespendonWechat
54%over1hour
InternationalExpansion
InternationalExpansion
100+Million InternationalUsers FastestGrowingSocialCommunicationPlatform
5Million UsersinSouthAfrica
WeChatMarketing
RevenueFromAds
VS
15-20%
$2.3Billion
70%-90%
$8.8Billion
2016Q4Data
WeChatStore
WeChatMarketing
Organic Paid
● SubscriptionAccount
● ServiceAccount
● EnterpriseAccount
● MomentsAdvertising
● BannerAdvertising
● KOLAdvertising
Subscription&ServiceAccount
MomentsAdvertising
● $8,000Minimum
● Geo/Interest/Age/Gender/
Device/Network/Behavior
Targeting
● CPMModel:$7-$26(City)
● OverseasTargeting
MomentsOverseasAdvertising
● Country-level
● Around$25CPM
● $7,352Minimum
CampaignObjectives
● ServiceAccount
● App Installs
● BrandEvent
● WeChatCash
● LocalService
● E-Commerce
LANCOME
YBRFNCOM衣邦人
唯品会VIP.com
Starbucks
BreadTalk
SEPTWOLVES
BannerAdvertising
● $7,350Minimum
● Geo/Interest/Age/Gender/
Device/Network/Behavior
Targeting
● CPCModel:$0.29-$0.73
● CPMModel:$2.2-$3.6
● VariousCTA
KOLAdvertising
● Affiliate/Influencer
Campaign
● 20%-40%Commission
● Flexiblebudget
Cases
FashionBrand-Otte
● MicropagewithinWeChat
● Engagingwithcustomers
viaprivate message
● PerksforVIP Club
★ 50%ofitsonlinecustomersareChinese
★ Firstoversea storeafter16years,$10Mturnover
HowOtherFashionBrandUseWeChat
● BurberrypartneredwithWeChattocreateitsownWeChatappsaround
itsfall2014runwayshow
● MichaelKorsusedWeChattogiveliveupdatesfromahugerunway
showitheldtopromote itsBeijingstore opening.
● Coachlaunchedagamecalled“RedEnvelope”whichuserssenteach
othervirtual giftvouchersforCoachitems.
● Yooxhasagamewhereuserscangeneraterecommendationsby
shakingtheirphones.
LocationBasedServiceI
● Leverage Brandoffline
presence
● Drive trafficto offlinestores
● Expandbrands’servicereach,
connectsandreconnectswith
more consumers.
LocationBasedServiceII
● Engagecustomersinboth
China&theU.S
● LeadtoE-Commerce
● Improve userexperience
SubscriptionAccount
● Broadentheperceptionof
messagingappsasviable
contentplatforms
● Self-selectcontent
● Sharable
QRCode
● Productsinthemagazine
arematchedwithQRcodes
● Scantobuy
● PaybyWeChatWallet
KOLBannersAds
● SpecificTargeted
● Innovativeformat
● Localizedmessaging
FlashTestofChineseMarket
● CreatedaCross-border
Paymentaccountbetween
ChinaandNewZealand
● IdentifytherelevantNew
Zealand-relatedKOL
● Localizeapieceofvideo
content
5xROIwithin4Weeks
Summary
Summary
InChina,WeChatisashorthandformarketing...
Opportunities:
● Usersbase
● Touchpoints
● ConversionPath
● Viral
Chanenllage:
● Creative/Contentfocused
● Measurement
● Optimization
● Budget
AccountSetup
CreatingAWeChatOfficalAccount
● Registeracompany(WFOE–
WhollyForeignOwnedEnterprise)
inChina.
○ Costlyandlengthyprocess
● Usea thirdpartybusinesslicense
● Gothroughaspecialprocessfrom
Tencentteam.
SellingonWeChat
● BuildyourownWeChatwebsite
○ IntegratetheWeChatAPIfor
someoftheWeChat-specific
functionswithyourownsite
● Usea WeChatshopplatform
○ FastandCheap
○ Customizationislimited
Q&A
Question1
WhichofthefollowingisWeChat’sparentcompany
● Alibaba
● Lenovo
● Tencent
● Huawei
Question2
Whichofthefollowingyoucan’tuseWeChattoaccomplish
● Doctorappointment
● Findadate
● Sharelivestories
● Paycreditcards
Question3
Howmuch%ofWeChatusersopenitmorethan10timesperday
● 40%
● 50%
● 60%
● 70%
Question4
WeChatisthefastestgrowing Socialcommunication
platforminwhichofthefollowingcontinent
● SouthAmerica
● Europe
● Africa
● Australia
Question5
WhyisWeChatinternationalexpansionnotquitesuccessful
● Latetotheparty
● China-firstapproach
● Poorlocalization
● Allofabove
Question6
WhichofthefollowingisnotaWeChatmarketingtactic
● SubscriptionAccount
● MomentsAds
● KOLBanners
● SearchEngineAds
Question7
WhichofthefollowingWeChatAdshasnominimuminvest
● BannerAds
● MomentsAds
● KOLAds
Question8
WhichofthefollowingisnotaWeChatPaid
marketingcampaignobjective
● BrandEvent
● WebsiteConversion
● AppInstalls
● LocalService
Question9
WhichofthefollowingAdformatisnot
supportedbyWeChatAd
● Image
● Video
● Carousel
● Canvas
Question10
WhenshouldCroudtapintoWeChatMarketing?
Thankyou
Thereismore...
More...
AmazonGoForChina
WeChatwithCaesarsEntertainmentshowcasehotelroomsofthefuture.
HowChinaIsChangingYourInternet|TheNewYorkTimes
Watch:WeChatwantstokilloffapps
References
https://walkthechat.com/wechat-marketing/
https://blog.hootsuite.com/wechat-marketing/
http://marketingtochina.com/top-10-advertising-campaigns-wechat/
https://maximizesocialbusiness.com/10-tips-market-brand-wechat-22176/#
https://walkthechat.com/advertising-on-wechat-moment/
https://www.zhihu.com/question/20057086
http://it.people.com.cn/n1/2016/0819/c1009-28650817.html
https://zephoria.com/top-15-valuable-facebook-statistics/
https://www.emarketer.com/Chart/Daily-Time-Spent-Using-WeChat-According-WeChat-
Users-China-March-2016-of-respondents/188880
http://weibo.com/ttarticle/p/show?id=2309351000144010504703052339
http://www.bbtnews.com.cn/2017/0322/186140.shtml
https://techcrunch.com/2017/01/09/wechat-mini-programs/
https://walkthechat.com/wechat-rolling-ads-targeting-chinese-tourists/
http://www.scmp.com/tech/china-tech/article/2093433/tencent-extends-wechat-pay-us-
focus-chinese-tourists
THANKYOU!
QUESTIONS?

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Something about wechat

Editor's Notes

  1. It all starts in 2011, when Tencent, WeChat’s parent company released the app. Back in the days, it stood out by using voice messaging as its core channel for communication, which was a disruptive move in a country where typing characters can sometimes be inconvenient.
  2. In this short video, we can see how people engage with WeChat throughout a day. WeChat is well known by its multi functions and wide range of usage,
  3. https://techcrunch.com/2017/01/09/wechat-mini-programs/ love-hate relationship smartphone owners have with apps.
  4. To put that in context, it is the same as the “combined time” users spend across a portfolio of Facebook apps, including Instagram, Facebook and Facebook messenger, on a daily basis
  5. WeChat is working hard to expand its territory in the international market by using celebrity endorsement, and one of biggest name in the list is Aegithina football play, Lion Messi
  6. When think of the doppelganger of WeChat in the western world, acebook no doubt comes the first.They both have huge user base and high engagement rate. And Facebook is very successful as a advertisement vendor, on the contrary, WeChat just started to leverage its marketing potential in 2015.
  7. Through our experience, getting people to the site is challenging, but what is more difficult is transform add to cart to purchase. The part that you need to sign up and filling in your personal info payment info is always getting people hesitate and bail. The conversion path seems just too long. But with WeChat Store, there is no roadblock whatsoever, with your WeChat pay alreay set up and your personal info already fill in. Purchase is literally one click away.
  8. https://walkthechat.com/wechat-rolling-ads-targeting-chinese-tourists/
  9. Chinese Internet users rely heavily on information about fashion and trends from social media https://fashionista.com/2015/08/fashion-brands-wechat-weibo
  10. Chinese Internet users rely heavily on information about fashion and trends from social media https://fashionista.com/2015/08/fashion-brands-wechat-weibo
  11. https://walkthechat.com/wechat-marketing/
  12. https://walkthechat.com/wechat-marketing/