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WeChat 101 - Getting Started with WeChat
The document provides an overview of a webinar on getting started with WeChat marketing. It discusses why WeChat is important for reaching Chinese tourists given the growth in outbound travel from China. It then outlines how WeChat can help with brand awareness, engagement, conversions, and improving the tourist experience. It reviews account types on WeChat including official accounts and mini programs. Finally, it discusses WeChatify, a platform for end-to-end WeChat management including account setup, content marketing, engagement tracking, campaigns, and customer support.
WeChat 101 - Getting Started with WeChat
- 1. TMG Webinars Getting Startedwith 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. Marketing on WeChat with WeChatify V. Travel Example
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- 5. 120M OUTBOUND CHINESE TOURISTS SPEND $215 BILLION OVERSEAS SPEND $7000PER PERSONPER TRIP IN THE U.S. BY 2020 WILL ACCOUNT FOR 20%OF ALL GLOBAL TRAVEL
- 6. 80% Of the consumerdecision journey occurs in mainland CHINA REACH THEM WHERE IT COUNTS
- 7. Create brand awareness Allof this is made easy with Increase brand engagement Maximize tourist spend
- 8. Why WeChat Converts Oneclick to follow ads and brand promotion ads on WeChat and theTencent network Cost per followers <$1Low Cost HyperTargeting Push messages into the users stream with 99.5% view rate and up to a 30% open rate for no cost once per week. Free Retargeting One-Click checkout in OfficialAccount and Mini Program drives conversionsSimplest Checkout Every step can be supported by technology.This includes auto-responders, chat bots, and customer support routing enabling you to provide great service cost effectively. Low Cost Chat Support
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- 10. Property of TheMomentum 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 theTencent 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 TheMomentum Group. Build brand affinity Service accounts onWeChat enjoy a 99% view rate and on average a 10% open rate of all messages Publish coupons and offers Create engaging content in Mandarin 2
- 12. Property of TheMomentum Group. Enable conversions with WeChat Build yourWeChat Store in a Mini Program Provide direct booking within WeChat Integrate your rewards program into your Mini Program IntegrateWeChat pay for ease of payment 3
- 13. Property of TheMomentum 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 fansand 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 onWeChat to promote bookings Enroll Chinese travelers on-location to join aWeChat 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
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- 16. • Service providedbyWeChat 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 • AccountVerification • Brand Protection • Account type is specified at the time of account creation and cannot be changed • Unless you are a media company, a verified ServiceAccount is almost always the right choice WECHAT OFFICIAL ACCOUNT SERVICE ACCOUNTS SUBSCRIPTION ACCOUNTS ENTERPRISE ACCOUNTS
- 17. 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 CustomWeChat Menu Yes Yes Create polls Yes Yes WeChat Store No Yes Mobile Payment Support No Yes Advanced Integration Features No Yes ACCOUNT FEATURES
- 18. Main Page Top Navigation ProfileImage & 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
- 19. Message Page EmbeddedPage 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
- 20. • Launched inJanuary 2017 • Over 1 million Mini Programs Live • WeChat’s version of theApp Store • SupportsComplete Commerce andWeChat Pay WECHAT Mini Program
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- 22. Information/Documents Required forBusiness Registration | Official Account/Mini Program 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
- 23. AccountVerification is necessary tocommunicate to followers that this is an authorized and safe account for followers to engage with. DirectVerification Process 1. Activation &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 account activation iv. Pay a processing fee of 300 RMB via WeChat Pay and fill in administrator information v. WeChat verification agency initiates verification of legal representative and bank account validation with 6 digit code vi. Upload a screenshot of the bank transaction with the 6 digit code for processing vii. Should be done within 10 days of account creation. Verification Process viaTMG 1. Authorization Letter from the organization ACCOUNT VERIFICATION Profile Image Introduction Message Verification Symbol
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- 25. END TO ENDWECHAT MANAGEMENT Platform Professional Services
- 26. Account setup 1 ✓ Officialservice account creation on WeChat ✓ WeChat account configuration ✓ Microsite configuration on the WeChat official account ✓ Account content creation from existing content sources ✓ Content translation for all microsite content ✓ Design and development services for the microsite ✓ HTML5 page hosting for microsite pages
- 27. Content marketing platform 2 ✓ Collaborativemarketing content creationn with role based access for security ✓ Message broadcast scheduling ✓ Shared content library which is a repository of all approved marketing content ✓ Audience segmentation to group users based on various WeChat aYributes ✓ WeChat official account microsite management ✓ Performance analytics
- 28. Engagement Tracking 3 ✓ Track followerengagement on the WeChat account ✓ Create tags to track menu clicks, QR code scans and other automated responses on the account ✓ Know which users have clicked on a message, how many times andwhen
- 29. O2O Campaign Management 4 ✓ GenerateQR codes instantly for offline campaigns ✓ Create QR codes that auto expire for short dura'on offers or campaigns ✓ Track campaign performance - how many people scanned the code, engaged with the response content ✓ Track campaign performance – who are the people who scanned the code, engaged with the response content
- 30. Contest Management 5 ✓ Moments sharingcontests where followers can share a promotion on their Moments and send a screenshot to the Official Account ✓ Poll based contests where followers respond to a multiple choice question on the WeChat Official Account ✓ WeChat Shake based contests where shaking the phone allows the follower to participate in a raffle stylecontest Confiden'al. Property of The Momentum Group.
- 31. Mini Programs 6 ✓ Integrate intothe WeChat official account ✓ Enable offline access ✓ Integrate live agent calling capability ✓ WeChat Pay integration
- 32. Customer Support 7 ✓ Automated responses– provide first level support for frequently asked questins ✓ Chat history recorded permanently in Marketing Cloud ✓ Live agent capability ✓ Manage multiple chats simultaneously
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- 36. 2 3 41 GENERALINFO
- 37. 2 3 41 ITINERARY– By Theme
- 38. 2 3 41 ITINERARY– By Duration
- 39. 1 2 3 MERCHANTS– Shopping
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- 41. www.tmgworldwide.com sales@tmgworldwide.com +1 646 5031171 Reach us at