Australian Business Forum helps Australian SMEs and businesses to understand the Chinese market and refine their China strategy. http://abf.events/ ABOUT THE PRESENTATION Presented at the China Digital Conference Melbourne, 2015 by Joseph Zhang, WeChat General Agency and Partner and Founder of Interactive Media Pty Ltd In the beginning, Joseph's team promoted WeChat to overseas users and popularised it in Australia and New Zealand. Today his team endeavour to help Australian brands and companies effectively apply WeChat as an essential marketing solution.

1. WeChatThe New Way to Connect

2. WeChat Australia
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2
Apple’s statement is
clear: they are focused
on growth in China and
Wechat stands at the
forefront of achieving
this.
WeChat & Apple Watch
Apple March Event 2015

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WeChat Australia
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Why You Can’t Avoid WeChat As Part of Your
China Digital Strategy?

4. Connect
Part I : Connect with friends

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WeChat Australia
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The new way to connect
Connect with friends
You can chat with your
friends instantly via voice
messages, texts, or
images.
Voice Chat
You can share photos or
videos in "Moments",
interact with your friends
by giving and receiving
comments.
Moments
Meet new friends on
Wechat using “shake” or
“look around” feature.
Shake
You can also create
group chats to chat with
several friends together.
Group Chat
Counts and share the number
of steps you take each day and
compete with your friends.
WeChat Sports

6. WeChat Australia
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WeChat Lucky Money
Taking the tradition to the next level
2.2 Billion
1.4 Billion
1 Billion （18/02/2015 -- Chinese New Year )
（20/08/2015 -- Chinese Valentine’s Day)
（27/09/2015 -- Mid autumn Day)
Officially launched during 2014 Chinese New Year Festival.
WeChat users exchanged about 8 billion Yuan by giving lucky
money to their friends via their Wechat mobile wallet in 3 days.
* Number of red envelopes sent

7. WeChat Australia
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Join Private Group

8. WeChatLet’s talk about DATA
Daily Active Users --- 570 Millions (2015 SEP)
86% of WeChat Users are between the Age 18-36
Average number of contacts : 128
Average amount of time users spent on WeChat daily:
over 40 minutes.
55% users open WeChat more than 10 times per day

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WeChat Australia
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The challenge is even though traffic is huge with plenty of
users on the platform, how to properly engage customers
or generate interest.

10. Connect
Part II: Connect with Brands

11. WeChat Australia
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11
WeChat MarketingWeChat Official Account
Subscription Account Service Account
More than 80% of
Users follow at least
one official account.
Brands can broadcast message
daily and manage followers
with a basic CMS tool.
All Subscription Accounts are
grouped together in one place.
“ WeChat Newsletter ”
The account will sit next to a
user’s contact list and provide
more APIs.
However, the challenge is you
can only blast message to your
subscribers 4 times a month.
“App-within-an-App”

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WeChat Australia
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Key Message
Provide jog-lovers with
jogging program and
advocate a healthy lifestyle
Key Message
Invite key opinion
leaders to tell a story of their
brand
Key Message
Provide young fashion
lovers with styling tips and
street snaps
By users sharing content with their own Wechat friends through “moments”, the potential reach of a specific post is
limitless.
Case #1 New Balance
Subscription Account + H5 + Moments

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WeChat Australia
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Fashion lovers are invited
to color and sign on their
own shoes. By going
through some competition
system, users’ design may
be selected and produced.
Improved the interaction
with the users and their
participation
It grasped their desire of
sharing, which enables the
campaign to be spread in
WeChat Moments
Case #1 New Balance
Subscription Account + H5 + Moments

14. WeChat Australia
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Case #2 China Merchants Bank
Check their balance or transaction records
Self -Service
Users can directly through WeChat, pay off credit cards, apply for loans, pay utility
bills.
Customer Service
Moreover, WeChat built-in maps show users the nearest branches or ATM of their
bank.
LBS
Attracted millions of users with its simple operation and
excellent user experience.
Daily interactions: Over 200,000 times
Realize 80% of banking services
Within 1 year, interactions of CMBC’S official account have
surpassed the traditional telephone banking.
Saving over 10 millions SMS fees.
Service Account – a service revolution in banking industry

15. Connect
Part III: Connect Online-Offline

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WeChat Australia
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WeChat LifeOne day business trip
Wake Up
Check Moments of
WeChat Friends
Book a Taxi
Case #3 Easy Taxi Singapore
Follow the official account -- Book a taxi directly within Wechat -- Pay the driver via WeChat Payment -- give feedback to receive
WeChat voucher for the next trip – Share the voucher to your friends
DiDi Taxi in China – Win over 100 million users and a 60% increase in market share.
Flight check-in
Hotel

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WeChat Australia
© 2015 China Digital Conference. All Rights Reserved
WeChat LifeOne day business trip
Wake Up
Check Moments of
WeChat Friends
Book a Taxi
Case #4 China Southern Airlines
China Southern Airlines has integrated its membership card, check-in services, ticket booking, and other services into its WeChat
official account.
Welcome Message -- Followed by instructions -- Choose Preferred seats -- QR Code (boarding pass)
Flight check-in
Hotel

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WeChat Australia
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WeChat LifeOne day business trip
Book a Taxi
Case #5 Ceasars -- The LINQ Hotel Las Vegas
Ceasars Enterainement partnered up with WeChat to enable visitors to control their hotel room via WeChat at The LINQ Hotel &
Casino.
Scan a room-specific QR code -- turns the WeChat into a remote that allows visitors to control all of their room’s functions,
including control lightning, thermostats and curtains, lock doors, and much more.
Flight check-in
Smart Hotel

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WeChat Australia
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WeChat LifeOne day business trip
Case #6 Hai Di Lao -- The Chinese Hot Pot restaurant chain
• Search for restaurants with good rating by sharing current location.
• Customers can check the queue times by tracking the number of people in the queue and put their names on the wait list
before they’ve actually arrived.
• Shake for coupons and pay bill through WeChat Payment.
Flight check in
Smart Hotel
Restaurant

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WeChat Australia
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ShakeThe new way to connect

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WeChat Australia
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WeChat is changing the world, we strive to use WeChat to
change the Australian You and I, and make this new,
innovative way of life a true part of Australia.

22. THANK YOU