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

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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.

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

  1. 1. WeChatThe New Way to Connect
  2. 2. WeChat Australia © 2015 China Digital Conference. All Rights Reserved. 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
  3. 3. 3 WeChat Australia © 2015 China Digital Conference. All Rights Reserved. Why You Can’t Avoid WeChat As Part of Your China Digital Strategy?
  4. 4. Connect Part I : Connect with friends
  5. 5. 5 WeChat Australia © 2015 China Digital Conference. All Rights Reserved. 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. 6. WeChat Australia © 2015 China Digital Conference. All Rights Reserved. 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. 7. WeChat Australia © 2015 China Digital Conference. All Rights Reserved Join Private Group
  8. 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
  9. 9. 9 WeChat Australia © 2015 China Digital Conference. All Rights Reserved. The challenge is even though traffic is huge with plenty of users on the platform, how to properly engage customers or generate interest.
  10. 10. Connect Part II: Connect with Brands
  11. 11. WeChat Australia © 2015 China Digital Conference. All Rights Reserved 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”
  12. 12. 12 WeChat Australia © 2015 China Digital Conference. All Rights Reserved. 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
  13. 13. 13 WeChat Australia © 2015 China Digital Conference. All Rights Reserved. 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. 14. WeChat Australia © 2015 China Digital Conference. All Rights Reserved 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. 15. Connect Part III: Connect Online-Offline
  16. 16. 16 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 #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
  17. 17. 17 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
  18. 18. 18 WeChat Australia © 2015 China Digital Conference. All Rights Reserved 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
  19. 19. 19 WeChat Australia © 2015 China Digital Conference. All Rights Reserved 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
  20. 20. 20 WeChat Australia © 2015 China Digital Conference. All Rights Reserved. ShakeThe new way to connect
  21. 21. 21 WeChat Australia © 2015 China Digital Conference. All Rights Reserved. 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. 22. THANK YOU

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