TMG WebinarsGetting Started with WeChat

Presented by

Co Founder & Global Head of Client StrategyTMG WorldwideJeff Fish is the Co-Founder and Global Head of Client Strategy at The Momentum Group. Hehelps our customers launch successful China marketing campaigns leveraging WeChat. Jeffhas worked with a variety of organizations, from hospitality to financial services, and is afrequent speaker on the implications of content marketing at global scale. He has aseasoned background in social networking, content marketing, mobile strategy andemerging technology.

Jeff Fish

LinkedIn:https://www.linkedin.com/in/jeffreyfish

WeChat:

Outline

I. Why WeChat

II. How WeChat Helps

III. Understanding WeChat for Business

IV. Creating your WeChat Official Account

V. Marketing on WeChat with WeChatify

WHY

120MOUTBOUNDCHINESE TOURISTS

SPEND

$215BILLIONOVERSEAS

SPEND

$7000PER PERSON PER TRIP

IN THE U.S.

BY 2020 WILLACCOUNT FOR

20%OF ALL GLOBAL TRAVEL

80%Of the consumer decision journey occurs in mainland CHINA

REACH THEM WHERE IT COUNTS

Create brand awareness

All of this is made easy with

Increase brand engagement

Maximize tourist spend

Why WeChat Converts

One click to follow ads and brand promotion ads on WeChat and the Tencent networkCost per followers <$1Low Cost Hyper Targeting

Push messages into the users stream with 99.5% open rate for no cost once per week.WeChat provides free unlimited text, video, and image downloads on high speed CDN.Free Retargeting

One-Click checkout in official account drives conversionsSimplest Checkout

Every step is can be supported by technology like auto-responders, chat bots, and customer support reps enabling you to provide great service cost effectively.Low Cost Chat Support

HOW HELPS

Property of The Momentum Group.

Create brand awareness

1

One Click to Follow QA Banner Ad Picture Driven Product Ads Picture Driven Promotional Ads

Run banner ad campaigns withinWeChat and in the Tencentecosystem

Link to landing pages or directly toyour WeChat account to buildfollowers

Target WeChat users based oncriteria like demographics, location,interests and more to increasefollower conversion

Property of The Momentum Group.

Build brand affinity

Service accounts on WeChat enjoy a 99% open rate of all messages

Publish coupons and offers

Create engaging content in Mandarin

2

Property of The Momentum Group.

Enable conversions with WeChat

Publish offers and discounts

Provide direct booking links within WeChat

Integrate WeChat pay for ease of payment

3

Property of The Momentum 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

Involve fans and 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 on WeChat to promote bookings

Enroll Chinese travelers on-location to join a WeChat 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 WECHATFOR TOURISM MARKETING

UNDERSTANDING

FOR BUSINESSES

• Service provided by WeChat 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

• Account Verification

• Brand Protection

• Account type is specified at the time of account creation and cannot be changed

• Unless you are a media company, a verified Service Account is almost always the right choice

WECHATOFFICIAL ACCOUNT

SERVICE ACCOUNTS

SUBSCRIPTIONACCOUNTS

ENTERPRISE ACCOUNTS

Primary Brand Account

Enterprise Internal Communication

Customer Service

Brand Promotion

Location Based Promotion

Recruitment

E-Commerce (WeChat Store)

E-Commerce Support (Concierge Service)

Create & Share Content

Category Based Promotion

Franchisee Management

Media Center

Training

Membership Account

Event Promotion & Management

TYPICAL ACCOUNT USES

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

Custom WeChat Menu Yes Yes

Create polls Yes Yes

WeChat Store No Yes

Mobile Payment Support No Yes

Advanced Integration Features No Yes

ACCOUNT FEATURES

CUSTOM MENUS

More flexibility to create custom features and behaviors with menus

FILE TRANSFERS

Upload/download multimedia content to WeChat servers; all media deleted after three days

URL SHORTENER

Allows developers to keep QR codes with lots of data simple and fast scanning

CARD VOUCHERS

Advanced interface for managing digital coupons, tickets, gift certificated and loyalty cards

USER MANAGEMENT

Import your user database, read basic profile information, and edit user’s group

DIRECT MESSAGING

Asynchronous API for text, image, audio, video, music and multimedia messaging

QAUTH 2.0

Allow users to log-in to your app or mobile site using their WeChat credentials

WECHAT STORE

Use product, inventory, shipping and order management API to synch with other retail platforms

SEMANTIC PROCESSING

API to parse natural language messages into programmatic language

USER LOCATION

API to call user’s location at start of every chat or every five seconds; requires user opt-in

BROADCAST MESSAGING

Advanced targeting options to demographics, groups, or by list of OpenIDs

QR CODE GENERATOR

Create QR codes for account follows and opens that report custom parameters at scanning

TRANSACTION MESSAGING

Event-based messages for booking, order or payment confirmations and status updates

Several tools to customize how web pages display when viewed in WeChat

WEB TOOLS

ADVANCEDFEATURES

Main Page

Top Navigation

Profile Image &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

OFFICIALACCOUNT STRUCTURE

Message Page Embedded Page

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

OFFICIALACCOUNT STRUCTURE

GETTING YOUR

OFFICIAL ACCOUNT

Information/Documents Required for Business Registration

1. Dedicated Email Address2. Organization Point of Contact3. Chinese employee photo ID and contact information4. Chinese branch address5. Copy of Chinese business license

Information/Documents Required for Processing via TMG

1. Copy of Business License

ACCOUNTCREATION

Direct registration is FREE but requires the organization to have a Chinese entity

1. The ‘Official Account Name’ and ‘WeChat ID’ cannot be changed once the account has been verified.

2. WeChat ID should be between 6 and 20 English characters. The ID must start with a letter but can be a combination of letters, numbers, ‘-’ and ‘_’.

3. Official Account Name should be between 3 and 30 characters. This can include *Chinese and English characters and numbers.

*Note: 1 Chinese character = 2 English characters in length.

OfficialAccount Name

OfficialAccount Name

WeChat ID

ACCOUNT NAME & WECHAT ID

Account Verification

is necessary to communicate to followersthat this is an authorized and safeaccount for followers to engage with.

Direct Verification Process

1. Automatic 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 verification

iv. Should be done within 10 days of account creation

2. Manual Verification

i. Pay a processing fee of 300 RMB via WeChat Pay and fill in administrator information

ii. WeChat verification agency initiates verification of legal representative and bank account validation with 6 digit code

iii. Upload a screenshot of the bank transaction with the 6 digit code for processing

Verification Process via TMG

1. Authorization Letter from the organization

ACCOUNTVERIFICATION

Profile Image

IntroductionMessage

Verification Symbol

MARKETING ON

USING WECHATIFY

1. Customizable content creation workflow

2. Content translation workflow

3. Content scheduling

CONTENT CREATIONWORKFLOW

Segment followers into groups

based on multiple parameters

like location, gender and more

FOLLOWERMANAGEMENT

Schedule targeted content

marketing messages for different

groups for maximum impact

AUDIENCE TARGETING

MICROSITEMANAGEMENT

1. Custom branded microsite

2. Content translation to Mandarin

3. Link to HTML5 pages within WeChat or return WeChat messages as response

1. Complete conversation flows, not just flat

keyword responses

2. Easy to use English Interface

3. Translation to Mandarin

AUTOMATIC RESPONSES

1. Customer service

2. Pre-sales support

3. Intelligent booking assistance

CUSTOMCHATBOTS

EXAMPLES

H5 Landing Pages

One Click to Follow

DISPLAY ADCAMPAIGNS

Message Details Page Sample

Message Digest Samples

CONTENTMARKETING

1 2 3 4 5

DIRECT BOOKINGEXPERIENCE

AUTO RESPONSESYSTEM

www.tmgworldwide.com

sales@tmgworldwide.com

+1 646 503 1171

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