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Similaire à Croud USA Lunch & Learn: WeChat Marketing Overview
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Croud USA Lunch & Learn: WeChat Marketing Overview
- 1. SomethingAbout Croud USA Lunch & Learn
- 2. AGENDA QuickSurvey WeChatIntro WeChatMarketing Cases Summary Q&A
- 4. WhatisWeChat Background Released in2011 InstantMessaging VoiceMessaging VideoCall 889Million ActiveUsers 100Million International
- 7. WeChatMiniProgram ● 85%mobilebrowsing insideapps ● 1/12App favored ● 25%newappabandon rateafteronesession
- 13. InternationalExpansion 100+Million InternationalUsers FastestGrowingSocialCommunicationPlatform 5Million UsersinSouthAfrica
- 14. WeChatMarketing
- 16. WeChatStore
- 17. WeChatMarketing Organic Paid ● SubscriptionAccount ● ServiceAccount ● EnterpriseAccount ● MomentsAdvertising ● BannerAdvertising ● KOLAdvertising
- 19. MomentsAdvertising ● $8,000Minimum ● Geo/Interest/Age/Gender/ Device/Network/Behavior Targeting ● CPMModel:$7-$26(City) ● OverseasTargeting
- 20. MomentsOverseasAdvertising ● Country-level ● Around$25CPM ● $7,352Minimum
- 21. CampaignObjectives ● ServiceAccount ● App Installs ● BrandEvent ● WeChatCash ● LocalService ● E-Commerce LANCOME YBRFNCOM衣邦人 唯品会VIP.com Starbucks BreadTalk SEPTWOLVES
- 22. BannerAdvertising ● $7,350Minimum ● Geo/Interest/Age/Gender/ Device/Network/Behavior Targeting ● CPCModel:$0.29-$0.73 ● CPMModel:$2.2-$3.6 ● VariousCTA
- 23. KOLAdvertising ● Affiliate/Influencer Campaign ● 20%-40%Commission ● Flexiblebudget
- 24. Cases
- 25. FashionBrand-Otte ● MicropagewithinWeChat ● Engagingwithcustomers viaprivate message ● PerksforVIP Club ★ 50%ofitsonlinecustomersareChinese ★ Firstoversea storeafter16years,$10Mturnover
- 26. HowOtherFashionBrandUseWeChat ● BurberrypartneredwithWeChattocreateitsownWeChatappsaround itsfall2014runwayshow ● MichaelKorsusedWeChattogiveliveupdatesfromahugerunway showitheldtopromote itsBeijingstore opening. ● Coachlaunchedagamecalled“RedEnvelope”whichuserssenteach othervirtual giftvouchersforCoachitems. ● Yooxhasagamewhereuserscangeneraterecommendationsby shakingtheirphones.
- 27. LocationBasedServiceI ● Leverage Brandoffline presence ● Drive trafficto offlinestores ● Expandbrands’servicereach, connectsandreconnectswith more consumers.
- 28. LocationBasedServiceII ● Engagecustomersinboth China&theU.S ● LeadtoE-Commerce ● Improve userexperience
- 29. SubscriptionAccount ● Broadentheperceptionof messagingappsasviable contentplatforms ● Self-selectcontent ● Sharable
- 30. QRCode ● Productsinthemagazine arematchedwithQRcodes ● Scantobuy ● PaybyWeChatWallet
- 31. KOLBannersAds ● SpecificTargeted ● Innovativeformat ● Localizedmessaging
- 32. FlashTestofChineseMarket ● CreatedaCross-border Paymentaccountbetween ChinaandNewZealand ● IdentifytherelevantNew Zealand-relatedKOL ● Localizeapieceofvideo content 5xROIwithin4Weeks
- 33. Summary
- 34. Summary InChina,WeChatisashorthandformarketing... Opportunities: ● Usersbase ● Touchpoints ● ConversionPath ● Viral Chanenllage: ● Creative/Contentfocused ● Measurement ● Optimization ● Budget
- 35. AccountSetup
- 36. CreatingAWeChatOfficalAccount ● Registeracompany(WFOE– WhollyForeignOwnedEnterprise) inChina. ○ Costlyandlengthyprocess ● Usea thirdpartybusinesslicense ● Gothroughaspecialprocessfrom Tencentteam.
- 37. SellingonWeChat ● BuildyourownWeChatwebsite ○ IntegratetheWeChatAPIfor someoftheWeChat-specific functionswithyourownsite ● Usea WeChatshopplatform ○ FastandCheap ○ Customizationislimited
- 38. Q&A
- 39. Question1 WhichofthefollowingisWeChat’sparentcompany ● Alibaba ● Lenovo ● Tencent ● Huawei
- 40. Question2 Whichofthefollowingyoucan’tuseWeChattoaccomplish ● Doctorappointment ● Findadate ● Sharelivestories ● Paycreditcards
- 42. Question4 WeChatisthefastestgrowing Socialcommunication platforminwhichofthefollowingcontinent ● SouthAmerica ● Europe ● Africa ● Australia
- 43. Question5 WhyisWeChatinternationalexpansionnotquitesuccessful ● Latetotheparty ● China-firstapproach ● Poorlocalization ● Allofabove
- 44. Question6 WhichofthefollowingisnotaWeChatmarketingtactic ● SubscriptionAccount ● MomentsAds ● KOLBanners ● SearchEngineAds
- 46. Question8 WhichofthefollowingisnotaWeChatPaid marketingcampaignobjective ● BrandEvent ● WebsiteConversion ● AppInstalls ● LocalService
- 47. Question9 WhichofthefollowingAdformatisnot supportedbyWeChatAd ● Image ● Video ● Carousel ● Canvas
Notes de l'éditeur
- 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.
- 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,
- https://techcrunch.com/2017/01/09/wechat-mini-programs/ love-hate relationship smartphone owners have with apps.
- 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
- 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
- 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.
- 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.
- https://walkthechat.com/wechat-rolling-ads-targeting-chinese-tourists/
- Chinese Internet users rely heavily on information about fashion and trends from social media https://fashionista.com/2015/08/fashion-brands-wechat-weibo
- Chinese Internet users rely heavily on information about fashion and trends from social media https://fashionista.com/2015/08/fashion-brands-wechat-weibo
- https://walkthechat.com/wechat-marketing/
- https://walkthechat.com/wechat-marketing/