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wechat is the key to unlocking 
content x commerce in china.
About this presentation 
The problem to be solved. 
wechat has quickly moved into the position 
of leader in china’s social media scene ...with 
600m+ users globally. 
it is more than a social app. Wechat is a 
complete ecosystem, bringing social, content 
and commerce together in one tight bundle. 
in this presentation, we explore the 
ecosystem and user paths on wechat.
wechat 
our take
wechat is more than just a social app. 
Its a complete ecosystem.
messaging - content - commerce
China Online Ecosystem 
display 
(Sina, Sohu) 
online video 
(Youku/Tudou) 
social 
(Weibo) 
search 
(Baidu) 
ecommerce 
(Taobao) 
brand.cn 
Fragmented, complex user journeys 
Weibo - users have moved on 
Ecommerce - most sales flow through Taobao 
Display - limited RTB, poor quality data 
Baidu - less effective than Taobao for search
WeChat Ecosystem 
display 
(N/A) 
online video 
(Tencent/Weishi) 
social 
(Moments) 
search 
(Sogou/WeChat) 
ecommerce 
(Tenpay/WePay) 
Interaction Modules 
Ecommerce 
Customer Service 
Loyalty Management 
Reservations 
O2O 
Shorter, simpler paths 
Self-contained ecosystem 
A cleaner environment (fewer ads) 
Social first / Ecommerce linked 
Harder to build awareness & followers 
subscription 
account 
Brand - Content 
service 
account 
Brand - Interaction 
brand. mobi
its a very tight link between 
content and commerce.
We first established an account on WeChat in June 2013 and have had really good 
traction so far. Our WeChat fanbase grew very rapidly and it drives really good traffic to 
our ecommerce site as well. It’s actually one of the first times that we’ve seen 
a social site driving a large number of ecommerce sales. 
Julien Chiavassa, Digital Head APAC for Clarins
user paths 
& brand “sites”
Chat/IM (Voice/Text) 
One-to-one 
One-to-many 
Sharing 
Pictures/Video 
Locations 
Business details 
Voice & Video Calls 
Discover 
QR Code: Offline-to-online 
Look around: New friends in area 
Shake: contact exchange (intro) 
Drift Bottle: ‘discover’ a message 
Ecommerce 
Shopping, group-purchase, gifts, 
movie tickets, dining payments, 
taxi reservations... 
Key Functions 
User “Homescreen”
Payment Functions 
The “Tencent/WePay” Wallet 
WeChat Shopping Mall 
Linked to www.yixun.com 
Daily Deals 
Mostly built around Tencent 
invested “Dianping” 
(for F&B) 
8663 
Link Payments to: 
Chinese Bank Cards (Debit) 
Chinese Credit Cards 
Tenpay/WePay 
Int. Credit Cards (Visa, MC...) 
Red Pocket “Hong Bao” 
Giving/exchanging money 
Split the Cheque 
At Restaurants
Branded Accounts 
2 Main Paths for Brands 
service 
accounts 
Service Accounts offer brands the 
opportunity to add many more 
features and functions, including 
customer response, sales/payments, 
bookings...etc. Service Accounts are 
more flexible but are limited in terms 
of content sharing to four “push 
messages” per month. 
Subscription 
accounts 
Subscription Accounts are 
designed for brands to share 
updates with audiences, with a 
limit of one “push message” per 
day. Its purpose is to mirror the 
social awareness building activities 
that take place in Weibo. Very few 
additional functions can be added.
Paths to purchase 
Channels for brands to sell
Loyalty Card: In-Depth 
Brand CRM x Sales/Promotions 
1 2 3 
WeChat ID: qqicard
Advertising & Subscription 
In-Account Revenue Opportunities 
Paid for contents in-account ads 
For verified accounts with more than 
50,000 followers, WeChat has now 
provided the option of including 
display ads at the bottom of posts. 
As an option inside of “Service 
Accounts” companies can offer paid-for 
content, reports, data ...
brand accounts 
features by category
What Did We Do: 
Monthly management of content 
Creative/visual content creation 
Campaigns to drive sales/bookings 
Key Functions for Travel: 
1. Content - great stories & 
pictures about places, 
experiences, hotel, shopping, 
dining... 
2. Reservations & Payments 
3. Customer Service - contact with 
representatives from location, hotel, 
agency to help with decisions...in 
Chinese Language. 
Destinations Hotels
Key Functions for Retail: 
1. Ecommerce - Easy path to 
purchase, together with customer 
service. Could also look at 
promotions options (Snap-ups, 
flash sales, loyalty). 
2. Content - High-quality photos & 
videos featuring products. 
Localized visualization of products 
in China. 
3. Social Functions - for sharing, 
saving and community interaction.
Key Functions for Health: 
1. Content - videos, Q&A from 
experts (doctors), and testimonials 
from other patients... 
2. Customer Service - contact with 
representatives to ask questions 
about: 
- Health issue/treatment 
- About services provided 
- Reservations/bookings 
3. Community - support from 
others with similar issues ...crowd 
support
What Did We Do: 
Monthly management of content 
Creative/visual content creation 
Campaigns to drive sales/bookings 
Key Functions for Travel: 
1. Content - great stories & 
pictures about places, 
experiences, hotel, shopping, 
dining... 
2. Reservations & Payments - 
shopping on-location or from 
China. 
3. Customer Service - contact with 
representatives from location, hotel, 
agency to help with decisions...in 
Chinese Language
+ 
	 
 
  
 
 
Vancouver 
City Guide 
Shopping Cart 
Content (Pics, stories) 
Hotels 
Cool Stuff (Shopping) 
Restaurants
Case study: New Zealand Bureau of Tourism 
The New Zealand Bureau of Tourism has been very active on social media sites such as Weibo and WeChat 
Their WeChat account serves as an introduction into things to do around New Zealand, places to visit, things to buy 
They recently added bookings/reservations for flights and hotels 
Users can request the latest information on attractions and activities  get personalized follow up 
Homepage Activities  Attractions HTML5 Page Flight Bookings
Chris Baker, Managing Director 
Email: chris@totemmedia.net 
Twitter/WeChat: Talktototem
We bring brands together 
with the right audiences 
wechat I Branded Content I social
our services 
what we do in wechat 
1. Create Accounts 
2. Content Creation 
3. CRM / Fan Management 
4. Strategy
1. create accounts 
What We Do: 
Design and develop branded accounts 
Host/Manage ongoing operations of accounts 
Create new modules/applications
2. content creation 
What We Do: 
Images/videos and other “native” 
contents ...to attract and retain fans: 
- Social ready images/photos 
- Videos (long  6-8second “vine”) 
- Infographics 
- Articles 
Localized for China
Images that fit into her world - what she sees...her place 
Made for China 
Places  Scenarios Close to Home
Global Creative Teams 
Beijing 
shanghai 
hong kong 
vancouver 
san francisco 
new York 
london 
paris 
chicago 
l.a. 
rome 
chengdu 
bangkok 
sydney 
toronto 
For “Native” Chinese Content 
las vegas 
macau 
barcelona 
singapore 
tokyo
3. CRm / fan mgt 
What We Do: 
Build audiences using KOLs and other 
channels 
Retain fans/followers  insights analysis 
Guide followers to brand objectives: 
- Campaigns 
- Sales 
- O2O (events, etc)
1 2 3 4 
Audiences scan QR from 
Offline (Shop) or from Online 
(Brand Site, Weibo...). 
Searching for the 
Brand/Account 
name. 
Via an LBS search 
for Loyalty (Branded) 
Account. 
By referral/recommendation 
by friends, influencers and 
KOLs. 
5 
Great Content! 
Attracting Followers 
Bringing Awareness to Accounts
Influencers/KOLs 
To Speed Up Growth 
WeChat is quickly following a similar path as 
Weibo before it, in the use of KOLs (Key Opinion 
Leaders) to support the growth of branded 
accounts - helping brands to increase follower 
count. 
There are two main ways to identify KOLs and 
evaluate them for endorsements and seeding of 
branded content: 
1. Go through online lists of public WeChat 
accounts, such as: 
www.anyy.net 
www.weixinlv.com 
2. Identify KOLs with large followings on Sina 
Weibo and/or Tencent Weibo. This provides a 
reasonable insight into the likely follower 
numbers in WeChat for accounts which are not 
public.
4. Strategy 
b 
What We Do: 
Map out users journeys (path to purchase) 
Organize media partnerships 
Create strategies for awareness, content, 
CRM, sales and building branded 
ecosystems in WeChat.

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WeChat: Content x Commerce

  • 1.
  • 2. wechat is the key to unlocking content x commerce in china.
  • 3. About this presentation The problem to be solved. wechat has quickly moved into the position of leader in china’s social media scene ...with 600m+ users globally. it is more than a social app. Wechat is a complete ecosystem, bringing social, content and commerce together in one tight bundle. in this presentation, we explore the ecosystem and user paths on wechat.
  • 5. wechat is more than just a social app. Its a complete ecosystem.
  • 6. messaging - content - commerce
  • 7. China Online Ecosystem display (Sina, Sohu) online video (Youku/Tudou) social (Weibo) search (Baidu) ecommerce (Taobao) brand.cn Fragmented, complex user journeys Weibo - users have moved on Ecommerce - most sales flow through Taobao Display - limited RTB, poor quality data Baidu - less effective than Taobao for search
  • 8. WeChat Ecosystem display (N/A) online video (Tencent/Weishi) social (Moments) search (Sogou/WeChat) ecommerce (Tenpay/WePay) Interaction Modules Ecommerce Customer Service Loyalty Management Reservations O2O Shorter, simpler paths Self-contained ecosystem A cleaner environment (fewer ads) Social first / Ecommerce linked Harder to build awareness & followers subscription account Brand - Content service account Brand - Interaction brand. mobi
  • 9. its a very tight link between content and commerce.
  • 10. We first established an account on WeChat in June 2013 and have had really good traction so far. Our WeChat fanbase grew very rapidly and it drives really good traffic to our ecommerce site as well. It’s actually one of the first times that we’ve seen a social site driving a large number of ecommerce sales. Julien Chiavassa, Digital Head APAC for Clarins
  • 11. user paths & brand “sites”
  • 12. Chat/IM (Voice/Text) One-to-one One-to-many Sharing Pictures/Video Locations Business details Voice & Video Calls Discover QR Code: Offline-to-online Look around: New friends in area Shake: contact exchange (intro) Drift Bottle: ‘discover’ a message Ecommerce Shopping, group-purchase, gifts, movie tickets, dining payments, taxi reservations... Key Functions User “Homescreen”
  • 13. Payment Functions The “Tencent/WePay” Wallet WeChat Shopping Mall Linked to www.yixun.com Daily Deals Mostly built around Tencent invested “Dianping” (for F&B) 8663 Link Payments to: Chinese Bank Cards (Debit) Chinese Credit Cards Tenpay/WePay Int. Credit Cards (Visa, MC...) Red Pocket “Hong Bao” Giving/exchanging money Split the Cheque At Restaurants
  • 14. Branded Accounts 2 Main Paths for Brands service accounts Service Accounts offer brands the opportunity to add many more features and functions, including customer response, sales/payments, bookings...etc. Service Accounts are more flexible but are limited in terms of content sharing to four “push messages” per month. Subscription accounts Subscription Accounts are designed for brands to share updates with audiences, with a limit of one “push message” per day. Its purpose is to mirror the social awareness building activities that take place in Weibo. Very few additional functions can be added.
  • 15. Paths to purchase Channels for brands to sell
  • 16. Loyalty Card: In-Depth Brand CRM x Sales/Promotions 1 2 3 WeChat ID: qqicard
  • 17. Advertising & Subscription In-Account Revenue Opportunities Paid for contents in-account ads For verified accounts with more than 50,000 followers, WeChat has now provided the option of including display ads at the bottom of posts. As an option inside of “Service Accounts” companies can offer paid-for content, reports, data ...
  • 18. brand accounts features by category
  • 19. What Did We Do: Monthly management of content Creative/visual content creation Campaigns to drive sales/bookings Key Functions for Travel: 1. Content - great stories & pictures about places, experiences, hotel, shopping, dining... 2. Reservations & Payments 3. Customer Service - contact with representatives from location, hotel, agency to help with decisions...in Chinese Language. Destinations Hotels
  • 20. Key Functions for Retail: 1. Ecommerce - Easy path to purchase, together with customer service. Could also look at promotions options (Snap-ups, flash sales, loyalty). 2. Content - High-quality photos & videos featuring products. Localized visualization of products in China. 3. Social Functions - for sharing, saving and community interaction.
  • 21. Key Functions for Health: 1. Content - videos, Q&A from experts (doctors), and testimonials from other patients... 2. Customer Service - contact with representatives to ask questions about: - Health issue/treatment - About services provided - Reservations/bookings 3. Community - support from others with similar issues ...crowd support
  • 22. What Did We Do: Monthly management of content Creative/visual content creation Campaigns to drive sales/bookings Key Functions for Travel: 1. Content - great stories & pictures about places, experiences, hotel, shopping, dining... 2. Reservations & Payments - shopping on-location or from China. 3. Customer Service - contact with representatives from location, hotel, agency to help with decisions...in Chinese Language
  • 23. + Vancouver City Guide Shopping Cart Content (Pics, stories) Hotels Cool Stuff (Shopping) Restaurants
  • 24. Case study: New Zealand Bureau of Tourism The New Zealand Bureau of Tourism has been very active on social media sites such as Weibo and WeChat Their WeChat account serves as an introduction into things to do around New Zealand, places to visit, things to buy They recently added bookings/reservations for flights and hotels Users can request the latest information on attractions and activities get personalized follow up Homepage Activities Attractions HTML5 Page Flight Bookings
  • 25. Chris Baker, Managing Director Email: chris@totemmedia.net Twitter/WeChat: Talktototem
  • 26. We bring brands together with the right audiences wechat I Branded Content I social
  • 27.
  • 28. our services what we do in wechat 1. Create Accounts 2. Content Creation 3. CRM / Fan Management 4. Strategy
  • 29. 1. create accounts What We Do: Design and develop branded accounts Host/Manage ongoing operations of accounts Create new modules/applications
  • 30. 2. content creation What We Do: Images/videos and other “native” contents ...to attract and retain fans: - Social ready images/photos - Videos (long 6-8second “vine”) - Infographics - Articles Localized for China
  • 31. Images that fit into her world - what she sees...her place Made for China Places Scenarios Close to Home
  • 32. Global Creative Teams Beijing shanghai hong kong vancouver san francisco new York london paris chicago l.a. rome chengdu bangkok sydney toronto For “Native” Chinese Content las vegas macau barcelona singapore tokyo
  • 33. 3. CRm / fan mgt What We Do: Build audiences using KOLs and other channels Retain fans/followers insights analysis Guide followers to brand objectives: - Campaigns - Sales - O2O (events, etc)
  • 34. 1 2 3 4 Audiences scan QR from Offline (Shop) or from Online (Brand Site, Weibo...). Searching for the Brand/Account name. Via an LBS search for Loyalty (Branded) Account. By referral/recommendation by friends, influencers and KOLs. 5 Great Content! Attracting Followers Bringing Awareness to Accounts
  • 35. Influencers/KOLs To Speed Up Growth WeChat is quickly following a similar path as Weibo before it, in the use of KOLs (Key Opinion Leaders) to support the growth of branded accounts - helping brands to increase follower count. There are two main ways to identify KOLs and evaluate them for endorsements and seeding of branded content: 1. Go through online lists of public WeChat accounts, such as: www.anyy.net www.weixinlv.com 2. Identify KOLs with large followings on Sina Weibo and/or Tencent Weibo. This provides a reasonable insight into the likely follower numbers in WeChat for accounts which are not public.
  • 36. 4. Strategy b What We Do: Map out users journeys (path to purchase) Organize media partnerships Create strategies for awareness, content, CRM, sales and building branded ecosystems in WeChat.
  • 37. Chris Baker, Managing Director Email: chris@totemmedia.net Twitter/WeChat: Talktototem