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WeChat = Social CRM
WeChat is revolutionizing social CRM with its mobile-first capabilities, detailed audience profiling, and integration of online-to-offline consumer data. The platform's enormous user base in China, combined with advanced features like mobile payments and real-time messaging automation, allows brands to create personalized, targeted marketing strategies. With unique QR code linking and CRM systems, WeChat enables brands to develop deep connections with consumers, facilitating enhanced engagement and viral growth through social selling tactics.
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WeChat = Social CRM
- 1. WECHAT - THEFUTURE OF SOCIAL CRM Image Courtesy of : Marius Christensen
- 2. WeChat is providingunique insight into the future of social CRM. WeChat brings mobile-first capabilities (online-to-offline linkages), together with detailed audience profiles and mobile payments - into a comprehensive view of audience activities. Imagine being able to unify the user data from Facebook, Google, Amazon, brand websites and mobile apps - into a singular view of the customer - that’s WeChat right now. Add to this, the dominance of WeChat in China - with 900million users spending on average 34% of mobile time on the app - and it’s clear to see why brands have been rushing to setup CRM systems in coordination with their account operations on WeChat. Social CRM systems on WeChat could offer some important insights for Global marketers into how omni-channel, social-mobile marketing will evolve. Prepared by Totem Media SOCIAL CRM ON WECHAT
- 3. BRANDS ON WECHATARE GAINING UNIQUE INSIGHT INTO THE FUTURE OF MARKETING.
- 4. FUTURE OF MARKETING WeChatconnects the actions of individuals - online and offline - with audience data, allowing brands to deliver messages at the right place, right time.
- 5. FUTURE OF MARKETING Brandson WeChat are automating audience interactions (thru AI/Chatbots) and delivering highly specialized services - on a personalized level.
- 6. Given mobile penetrationrates in China, the links between online and offline are more robust. Brands can collect data at every stage and react in realtime. FUTURE OF MARKETING
- 7. Offline retail isbeing seamlessly connected to online information. Brands with strong O2O capabilities can track users across entire purchase paths. FUTURE OF MARKETING
- 8. WECHAT PAY LAYSCLAIM TO 800 MILLION REGISTERED USERS. 03.01.2018
- 9. Source: iResearch, ForresterResearch CHINA HAS DRAMATIC LEAD IN MOBILE PAYMENTS CHINA’S LEAD OVER US IN MOBILE PAYMENTS IS MORE THAN 10X. 2 4 6 8 10 12 14 2015 2016 2017e 2018e 2019e US CHINA TRILLIONS (USD) BY 2021, 79% OF CHINESE WILL BE PAYING BY MOBILE. ONLY 23% OF AMERICANS. According to eMarketer.
- 10. With more than2/3rds of Chinese netizens currently using mobile payments, mobile/social CRM in China is more universal (sooner) than anywhere else globally. FUTURE OF MARKETING
- 11. INDIVIDUAL APPS INTHE WEST CAN FULFILL MOBILE MOMENTS ONE-BY-ONE. BUT IT’S WECHAT’S UNIFIED, ALL- IN-ONE CAPABILITY WHICH IS MOVING INNOVATION IN CRM FORWARD.
- 12. WECHAT REPRESENTS 34% OF CHINA’S MOBILENETWORK TRAFFIC. FACEBOOK SITES ACCOUNT FOR 14.1% OF US MOBILE TRAFFIC. Source: CAICT WeChat Impact Report 2017 AND OWNS 70 MINUTES OF THE 200 MINUTES (AVE.) PER DAY SPENT ON MOBILE PER USER.
- 13. GLOBAL ECOSYSTEM FRAGMENTED, ANONYMOUS WEBSITES (BrandPresence) FACEBOOK (Social Media) GOOGLE (Search, Discovery) AMAZON (Ecommerce, Sales) Tracked With Cookies
- 14. UNIFIED, COMPREHENSIVE OFFICIAL ACCOUNTS (Brand Presence) MOMENTS STREAM (SocialMedia) SOGOU & WOM (Search, Discovery) WECHAT PAY (Ecommerce, Sales) Real User Profiles WECHAT AS ECOSYSTEM
- 15. PINDUODUO DEMONSTRATES THE POTENTIALFOR VIRAL, SOCIAL SALES. 拼拼 拼
- 16. FUTURE OF MARKETING Whilesocial demonstrates only a small impact on observable marketing outcomes globally, its power and potential is evident with social selling apps such as Pinduoduo (which is built on top of WeChat). WOM and user-get-user sales holds transformative opportunities for brands that get social CRM right. The value of social CRM goes beyond merely building loyalty with the most ardent fans of a brand. Its purpose should be to create the sort of connections that exist on Pinduoduo...where a Brand is able to unlock deep connections with fans and stimulate follow-on referral and viral growth - per audience.
- 17. Effective social CRMleads to WOM, user-get-user outcomes SOCIAL PATH TO SALES AWARENESS CONSIDERATION EVALUATION BUY BOND ADVOCATE ENJOY Advocates = WOM Source: Adapted from HBR
- 18. DETAILED VIEW OFCUSTOMER …DOWN TO INDIVIDUAL LEVEL REAL USER PROFILING
- 19. Using a CRMsystem plugged into the backend of WeChat, brands are able to build detailed audience profiles and collect information right down the level of an individual - with real user profiles. Further, it is possible to follow the actions of individuals at every stage of activity; from where they go, what they read, links they click, to what they buy. REAL USER PROFILING
- 20. CONTENT TIMING OF ACTIONS PROFILEON CRM CHAT HISTORY WECHAT CRM SYSTEMProcess using 3rd Party CRM system on WeChat Articles/messages read …shared, liked Chat history with brand & other interactions Audience profile is recorded/kept (with 3rd party CRM system) What the user did and when LOCATION OF FOLLOWER BIND WITH USER User scans brand QR code, enters account ID Updated every 5 seconds The WeChat dashboard does not permanently retain user data. A 3rd Party Social CRM System must be installed.
- 21. BRAND ACCOUNT ON WECHAT OFFICIALSERVICE ACCOUNT B WECHAT CRM SYSTEM BACK-END FRONT-END B BRAND ACCOUNT CRM System CONNECT BY QR CODE Linked to brand account AUDIENCE PROFILE Name, Location, Gender VIEW CONTENT From brands, social stream PROFILE DETAILS Actions, Interests ON-LOCATION Sent messages per location GROW SEGMENT Scale Around Personas BESPOKE CONTENT Per-person, Segment
- 22. From basic dataon registration …to deeper insights after repeat engagement. AUDIENCE DATA - THRU sCRM SYSTEM WHEN USER FOLLOWS US INTEREST-BASED ACTION-BASED Open ID Interest - Article Reads / Exits Follow/Un-follow duration Avatar Picture QR Codes in Articles Follows over multiple accounts Avatar Name (Declared) H5 & Mini-App Interactions QR Code Sources - Tracking Codes Gender (Declared) Menu Interactions Chat Message Log from User Location: City/Country (Declared) WeChat Transaction Data IP-based Location (H5 Interaction) Coupon Usage Device Location (Every 5 Seconds) *Requires Consent H5 Interactions - Clicks/Sessions/Sales On-going Data Collection (for testing) BASIC SEGMENTATION CRITERIA Demographics + Location The WeChat dashboard does not permanently retain user data. A 3rd Party Social CRM System must be installed.
- 23. QUALIFIED ATTENTION LOYALTY PROSPECTIVE CLIENTS CONVERT CLIENTSTO REPEAT & UPGRADE PURCHASES Search DataCONVERSION WECHAT CRM FRAMEWORK CUSTOMER EXPERIENCE ROADMAP OOH / Shops / Inquiry Moments Ad / KOLs Search / Article Retail & “WeShop” H5/Mini-App Social CRM Concierge & Customer Service Loyalty Program SUPPORTING INFRASTRUCTURE
- 24. Using WeChat CRM,we can target messages down to the per-person level. SEGMENTING AUDIENCES
- 25. SEGMENTING AUDIENCES With WeChat,brands are moving beyond one-size-fits-all marketing, toward strategies which are more customized for specific audience segments. CRM systems in WeChat afford brands the opportunity to develop detailed audience profiles and deliver bespoke content. Brands who get this right enjoy big increases in users engagement.
- 26. B SHOTGUN APPROACH TOSOCIAL BROADCAST MESSAGING Most social channels (Facebook, Instagram, Weibo…) are organized around a single stream of messages. Brands on these social channels must create one-size-fits-all messages and aim to satisfy a portion of followers. Brands on these channels must schedule a mix of posts to appeal to groups (segments), rotating across groups to develop wider appeal. BRAND BROADCASTS TO ALL Blanket messaging thru social channels is reaching its limits …engagement is in decline.
- 27. B SEGMENT SPECIFIC MESSAGES SEGMENT SPECIFIC STREAMS Brandswho use CRM systems on WeChat can create streams of segment-specific messages …with each stream highly focused on the specific interests of narrow audience sets. Smart brands on WeChat are developing systems to tag users, create in-depth personas and dramatically increase relevance for audiences. MOVING TOWARD PER-PERSON MARKETING Success rests with increasing relevance of messaging (being more targeted).
- 28. TAGS CONTENT BRAND x PRODUCTS INTERESTS OTHERPRODUCTS/BRANDS PERSONA About persona and how they relate to our brand…. AUDIENCE DATA STRUCTURE BASIC SEGMENTATION Based on existing customer data, interviews, purchase info. 1 TAGS TO REFINE Refined, organized based on user data (tags) from WeChat 2 ENHANCED, EXPANDED Correlating keywords (tags), to Weibo, Baidu…to enhance image of customer 3 Location Gender Development of customer segments (personas).
- 29. HOME CITY BEIJING AGE 50+ GENDER MALE SHOPPING CHANNEL OFFLINE TAGS CONTENT HISSTYLE WHAT’S FUN FOR HIM HIS STUFF Larry is a high-value customer for our legacy products. He’s a C-Level manager in an MNC - and travels globally - making him a customer we want to engage with in China and Overseas. “LAOBAN LARRY” PERSONA DESTINATIONS HK, SEA, EU LL CRM - AUDIENCE SEGMENTATION Matching content & offers to the correct audience groups (personas)
- 30. CRM - AUDIENCESEGMENTATION Matching content & offers to the correct audience groups (personas) HOME CITY SHENZHEN AGE 25-30 GENDER FEMALE SHOPPING CHANNEL “RED” TAGS CONTENT HER STYLE WHAT’S FUN FOR HER HER STUFF Tina is super stylish and cool, always on the edge of fashion and what’s new. She leads trends with friends and online followers alike and lives a fearless lifestyle, pushing herself to the limits, “TINA TATTOO” PERSONA DESTINATIONS HK, JAPAN TT
- 31. CRM - AUDIENCESEGMENTATION Matching content & offers to the correct audience groups (personas) HOME CITY HONG KONG AGE 30—35 GENDER FEMALE SHOPPING CHANNEL TMALL, JD TAGS CONTENT HIS STYLE WHAT’S FUN FOR HIM HIS STUFF Ed is a young entrepreneur with a lot of experience internationally. He is sometimes a premium buyer … but also often opts for cheaper options. Most of his shopping is done online. “ENTERPRISING ED” PERSONA DESTINATIONS SHA, BJ EE
- 32. CRM - AUDIENCESEGMENTATION Matching content & offers to the correct audience groups (personas) HOME CITY SHANGHAI AGE 35-40 GENDER FEMALE CHANNEL TMALL TAGS CONTENT HER STYLE WHAT’S FUN FOR HER HER STUFF Sally is part of a large social circle in Shanghai. She’s pretty mainstream, but prefers high- fashion, good food and quality experiences …and follows media and KOLs for what to wear, where to go. “SOCIALITE SALLY” PERSONA DESTINATIONS ASIA SS
- 33. Connecting detailed audienceinsights with brand checkpoints INTERACTION PATHS
- 34. INTERACTION PATHS With eachpersona, we create in-depth interaction maps, allowing brands to respond appropriately to each segment (persona) with relevant content and communications. Each journey, with each segment can be tested and fine tuned with information collected over time.
- 35. BROADCAST: SEGMENT GROUPS Create andmanage your followers by different segment types; Gender, Age, Location, Languages, Timestamp, Article Preferences. Segment follower base, incentivize, and lead to sale CRM - AUDIENCE SEGMENTATION
- 36. INTERACTION PATHS As amobile-first app, WeChat provides a critical link between offline and online, connecting audiences (customers) to brand across multiple touchpoints. For each brand (and each industry) there are highly specialized interaction paths - representing the connection points in brand/audience relationships.
- 37. LOCATIONS (POS - ServiceLocations) COLLATERALS (And products, packaging) WECHAT SOURCE OF AUDIENCES CONTENT (Messages/Shared by KOLs) SOCIAL ADS (Promoted posts) OFFLINE HAPPY TO HAVE YOU FOLLOW OUR BRAND ACCEPT & CONNECT THE CHANNELS WHERE AUDIENCES CONNECT TO BRANDS ON WECHAT ONLINE B
- 38. OVERVIEW OF CRMPATHWAY Developing holistic view of customer OFFLINE WECHAT WEBSITE OOH / Shops / Inquiry Experience / Purchase Follow OA Menu Interaction Loyalty Registration Basket Registration / Purchase Moments Ad / KOLs Search / Article BINDING Customer Service Web Visit “WeShop” Share H5 Store Visit Location Message Purchase in Store Concierge AUDIENCE TAGS = SEGMENTS DEPTH OF ENGAGEMENTSEGMENT REFINEMENT ACQUISITION CONVERSION LOYALTY Source: 31Ten
- 39. QR Codes playa pivotal role in connecting audiences to social in China. QR Codes are the bridge from Offline to Online…linking audiences to our accounts. They are signs (triggers), allowing audiences to identify connections to brands - and link them to social accounts, content and promotions (eg. landing pages, apps). INTERACTION PATHS
- 40. UNIQUE QR CODES TOTRACK CONNECTIONS WITH AUDIENCES, MEDIA AND TOUCH POINTS. PER CHANNEL/MEDIA PER PRODUCT PER AUDIENCE PER LOCATION (SHOP) PER CUSTOMER REP PER MOMENT
- 41. PER PERSON QRCODES SCAN QR CODE TO FOLLOW US ON WECHAT LL B TT Personalized QR codes allow brands to identify individual followers on WeChat backend CRM. Per-person QR codes can be used for user-get-user campaigns.
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- 44. BRAND POS &ADS RETAIL - “TINA TATTOO” INTERACTION PATH Enter/Exit Shop Brand Collateral BRAND POS User-get-user Opportunities Account Binding User assigned unique QR code PRODUCTMESSAGING Personal Stories & Promotions Location Based Messages Unboxing TT User friends, participation Answers to on- boarding Q&A Products, topics of interest Locations Products purchased Location of connect ADDED TO CRM
- 45. OUT OF HOMEADS, BILLBOARDS Linking brand to audiences. Encouraging audiences to follow brand accounts. Linking audiences to campaigns/promotions. QR CODES LINK TO BRAND ACCOUNTS. SCAN QR CODE TO FOLLOW US ON WECHAT B
- 46. INFLUENCERS/KOLS QR CODES LINKTO BRAND ACCOUNTS. Linking brand to audiences. Encouraging audiences to follow brand accounts. QR Codes also allow measurement of KOL effectiveness (eg. how many people connect per KOL). SCAN QR CODE TO FOLLOW US ON WECHAT B
- 47. PER SHOP QRCODES Linking brand to audiences. At shop entrance and/or POS, to encourage new followers. Incentivized by gift with purchase. Also valuable to provide incentives to existing followers to scan per location …and ‘check-in’ QR CODES LINK TO BRAND ACCOUNTS. SCAN QR CODE TO FOLLOW US ON WECHAT B
- 48. CUSTOMIZED EXPERIENCES FORFOLLOWERS NEW FOLLOWERS - ENGAGEMENT THRU BESPOKE CHAT (INTERACTION). KEYWORD AUTO- RESPONSE Setup keywords for audience interactions. Useful for initial registration of new followers to sort them into groups/segments. 2016 MO DAY BRAND Brand Products Contact Thanks for following us! Please let us know a bit more about how we can help your experience with us. B B What does a great weekend look like for you? 1. A day of shopping (style) 2. Walking barefoot on the beach 3. Creating something myself 4. A great book and glass of wine B 1 Check out a sneak peak from our FW collection!
- 49. Maximum Two Lines MaximumOne Line HEADLINE & KEY VISUAL Compelling, representing relevant, hot topics/themes REGULAR INCENTIVES To build followers & sales. INTRODUCE A FRIEND, WIN A VISIT TO OUR SHA EVENT. WIN GREAT, STYLISH ESCAPES FOR CREATORS LEADING TO SALES & LOYALTY “TINA TATTOO” PERSONA CONNECTING AUDIENCE INTERESTS WITH BRAND EXPERIENCES/PRODUCTS. CUSTOM MESSAGES PER PERSON/SEGMENT COOL SUMMER GEAR! TT
- 50. THRU PRODUCT PACKAGING QRCODES & MESSAGES ON PACKAGES/PRODUCTS. Unboxing = Unlocking: Products delivered with QR code & messages to customers, allowing them to un-lock special events/opportunities. Scan the QR code, sign up to follow the product …get invites to related events/ opportunities. B
- 51. THRU SOCIAL MEDIA BUILDON EXISTING CONNECTIONS - ENCOURAGE LOYALISTS TO ADD FRIENDS. ADD TWO FRIENDS AND WIN Share with friends and win. Add three new followers to our Brand and un-lock a special gift. B Encourage growth & WOM. Per-person QR codes can be tracked on CRM system to attribute new followers per-person. TT TTTT
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- 54. AT CHECK-IN INTERACTION PATH AtCheck-in Collateral MESSAGING RETURN HOTEL Return Patron, WOM Welcome, Concierge Intro Wi-Fi TRAVEL/HOTEL - “LAOBAN LARRY” Personal Stories & Promotions Location Based Messages Account Binding User assigned unique QR code LL ADDED TO CRM LocationsParticipation, Location… Answers to on- boarding Q&A Location of connect Products, topics of interest
- 55. FOR VISITORS -VIA WIFI FREE WI-FI FOR FOLLOWING THE BRAND ON WECHAT. HAPPY TO HAVE YOU FOLLOW OUR BRAND Follow our WeChat to enjoy free wi-fi ACCEPT & CONNECT B Linking brand to audiences. At lounges & service points providing opportunities to follow official accounts. B
- 56. ON BRAND COLLATERAL QRCODES TOGETHER WITH UNIQUE INCENTIVES TO FOLLOW. Linking brand to audiences. Encouraging patrons to connect and follow official brand accounts, promotions. SCAN QR CODE TO FOLLOW US ON WECHAT B
- 57. 2016 MO DAYBRAND Brand Products Contact Thanks for following us! Please let us know a bit more about how we can help your experience with us. KEYWORD AUTO- RESPONSE Setup keywords for audience interactions. Useful for initial registration of new followers to sort them into groups/segments. B B What city do you plan on visiting in the next 3 months? 1. Hong Kong 2. London 3. New York B 1. Hong Kong Here’s a coupon for a free drink on your next visit with friends. CUSTOMIZED EXPERIENCES FOR FOLLOWERS NEW FOLLOWERS - ENGAGEMENT THRU BESPOKE CHAT (INTERACTION). Check out our travel guide for Hong Kong.
- 58. CONNECTING GUESTS WITHSERVICE SUPPORTING PATRONS’ ENTIRE JOURNEY. WELCOME TO BEIJING I’m Mary your concierge. I can help you with booking restaurants, spa and assisting you during your stay in Beijing. Anything I can do to help, please message me here: B Service & support applications. Once connected, encourage long-term engagement with audiences.
- 59. 2016 MO DAYBRAND Brand Products Contact CHENGDU AT NEW YEARS INSIDER’S GUIDE TO SPENDING CNY IN SICHUAN SALES & CRM Present products (offers) …link to sales and loyalty INSPIRING CONTENT Bespoke for audiences (personas) LEADING TO SALES & LOYALTY “LAOBAN LARRY” PERSONA CONNECTING AUDIENCE INTERESTS WITH BRAND EXPERIENCES/PRODUCTS. CUSTOM MESSAGES PER PERSON/SEGMENT LL
- 60. FOR RETURN CUSTOMERS/PATRONS BUILDON EXISTING CONNECTIONS - ENCOURAGE LOYALISTS TO ADD FRIENDS. ADD TWO FRIENDS AND WIN Complimentary “signature cocktail” ... Spa Pass ...Free Nights’ Stay. Encourage growth & WOM. Location-based alerts to loyalists … with incentives to spread WOM. LL B
- 61. 48HRS Good first interactionslead to improved relevance and engagement. THE FIRST 48 HOURS
- 62. FIRST IMPRESSIONS COUNT Firstimpressions matter …a lot …when it comes to building a relationship. During the first 48 hours after connecting with a new follower, normal limits on message frequency don’t apply. So smart brands use this time to collect valuable information - to improve relevance - and build lasting engagement with audiences.
- 63. READING RATES ARE DROPPINGQUICKLY FOR OFFICIAL ACCOUNTS. ARTICLE OPEN RATES DROPPED FROM 15% IN 2015 TO BELOW 5% IN 2017. Source: Newrank, Weixinhost, Weihudong
- 64. AUDIENCES AREN’T FOLLOWINGACCOUNTS BRANDS NEED TO UP THEIR GAME TO JUMPSTART FAN GROWTH. 7% 44% 8% 15% 26% OF ACCOUNTS STAGNATED OR LOST FOLLOWERS IN 2017 Strong Increase Strong Decrease Stagnated Weak Decrease Weak Increase Source: Newrank, Walkthechat 49%
- 65. A CRITICAL WINDOWFOR CONNECTING WITH AUDIENCES THE FIRST 48 HOURS ACCOUNT FOLLOWED SERVICE ACCOUNTS 4 push messages per month SUBSCRIPTION ACCOUNTS 1 push message per day UNLIMITED MESSAGES TO NEW FOLLOWER48HRS NORMAL ACCOUNT BROADCAST LIMITS COLLECT FOLLOWER INFO …AND DESIGN BESPOKE, RELEVANT AUDIENCE CONTENT. Up to 5 unsolicited messages at a time. Each action (response, click on menu…) by user resets the limit to 5 messages.
- 66. FIRST 48 HOURS:CASE STUDIES AUTOMATION OF NEW FOLLOWER MESSAGING AND ON-GOING CONTENT MGT
- 67. SKIN TYPE 1 SKINTYPE 2 SKIN TYPE 3 Followers Segmented by needs/goals. Chatbot Q&A to understand needs. BEAUTY RETAILER - This anonymized case study courtesy of JING Digital, demonstrates the interaction at first point of contact, where brand asks questions to follower …in order (1)build a clear profile of audience interests, needs, and (2)to streamline the correct content to the right audience segments. CASE STUDY: BEAUTY RETAILER PERSONALIZED CONTENT PER SEGMENT. 2016 MO DAY BRAND Brand Skincare Support Hi Tina. Thanks for following us. We’re here to help you with your beauty needs. What is your skin type? 1. Dry 2. Oily 3. Balanced Dry Skin Here’s an article you might find useful about how to find the right products for your skin type. Thanks. B B B ARTICLE: 10 TIPS FOR DRY SKIN. B Data recorded instantaneously to CRM system (tagged on audience profile). Followers receive bespoke content per segment. B AUDIENCES SCAN CODE, FOLLOW BRAND ACCOUNT Source: JING Social
- 68. % DECREASE IN “UN- FOLLOWING”RATES. % INCREASE IN SALES CONVERSION RATES. ™ INCREASE IN VIEWS DURING WELCOME JOURNEY. 39% 62% AND 31% INCREASE IN VIEWS FOR ALL CONTENT ON THE BRAND ACCOUNT. FOR BOTH THE WELCOME JOURNEY AND DURING SUCCEEDING MONTHS. THRU SEGMENT SPECIFIC CONTENT AND PERSONALIZED PRODUCT RECOMMENDATIONS. 23% CASE STUDY: BEAUTY RETAILER PERSONALIZED CONTENT PER SEGMENT. Source: JING Social
- 69. Nearby Shops LocatedSendLocation to Brand SPIRITS COMPANY - This anonymized case study courtesy of JING Digital, demonstrates the interaction setup during the first 48 hours upon a new follower binding with the brand account. The Sprits Company setup a Chatbot/AI using JING Digital’s social CRM tool to engage the follower in a discussion about themes of common interest between brand and follower; spirits, cocktails/mixology, and bars, nightspots around Shanghai. CASE STUDY: SPIRITS COMPANY AUTOMATED CHATBOT ALLOWS BRAND TO UNCOVER KEY AUDIENCE INTERESTS 2016 MO DAY BRAND Brand Cocktails Bars Hi. Im Jerry. You might think I’m just a robot but Im a real cocktail lover …just like you. Everyday from 17:00 - 24:00 I answer questions about cocktails, mixology and nightlife in Shanghai. 1 What’s your favorite spirt for a cocktail? 1. Whiskey 2. Gin 3. Vodka Whiskey 2016 MO DAY BRAND Brand Cocktails Bars 1 To try a good Mint Julep in Shanghai, go see Jerry and Jerry’s Bar. Mention our chat and he will give you 50% off. Wow. Thats awesome. Thanks Have you ever tried a Mint Julep before? No. Whats that? Mint Julep: Rye Whiskey, Mint, Sugar B AUDIENCES SCAN CODE, FOLLOW BRAND ACCOUNT Source: JING Social
- 70. % OF FOLLOWERS TAGGED WITHNEW DATA % AVERAGE ACTIONS DURING THE LAUNCH WEEK ™ OF NEW FOLLOWERS PARTICIPATED IN CHAT CASE STUDY: SPIRITS COMPANY MORE THAN HALF OF FOLLOWERS ENGAGED ACTIVELY. 40% 22.351% VERSUS INDUSTRY AVERAGE OF 25% VERSUS INDUSTRY AVERAGE OF 10% VERSUS ONLY AVERAGE 4-5 ACTIONS DURING LIFETIME OF GENERAL ACCOUNT Source: JING Social
- 71. CASE STUDY LOCATION BASEDMESSAGING PER SEGMENT.
- 72. LOCATION BASED TRACKING HOWTO MATCH USERS WITH LOCATIONS GPS For users who opt-in (give permission) we can track location based on GPS. IP ADDRESS From users who connect with an external link from WeChat (eg. an H5 page). WWW WE CAN ALSO DO GEO-TARGETED ADS WITH WECHAT, BASED ON REALTIME USER LOCATION. DEFAULT LOCATION Based on the location the users elects to share with profile (eg. home city).
- 73. Location targeted messages increasedpage views from 2x - 5x over normal averages. GLOBAL BEVERAGE CO - This anonymized case study courtesy of JING Digital, highlights how companies can track locations of followers and send messages when followers arrive at a place. The account can be set to deliver specific content - matching location x audience- specific insights. In this case content was customized for audience who (were tagged) originating in Shanghai and arriving in New York. CASE STUDY: GLOBAL BEVERAGE CO. MESSAGES TRIGGERED BASED ON LOCATION NYC SHA AUDIENCE DATA x LOCATION, REALTIME MESSAGE. Source: JING Social
- 74. SCENARIO PLANNING PERSON PLACE TIME The combinationof time, place and personal interests are key.
- 75. SCENARIO PLANNING With knowledgeabout audiences (who - when - where), it is possible and increasingly necessary, to plan content in more detail. This in-depth content planning, called “Scenario Planning” is designed to leverage mico-moments with audiences to connect more closely with important needs, goals, interests and passions.
- 76. SCENARIO DEVELOPMENT PERSONA XTIME X PLACE…X INTERESTS
- 77. TIME PLACEPERSON RELEVANCE ONSOCIAL IS ABOUT CONNECTING CONTEXT WITH USEFUL CONTENT INTERESTS SCENARIOS & GOALS
- 78. ARTS HEALTH TECHNOLOGY ADVENTURE Fashion Music Movies & TV Sci-fi ActionSports Fitness Gadgets & Gear Wellness Auto (Toys) Sports Travel BRAND CONNECTING WITH AUDIENCE INTERESTS Food & Drink PERSONAL INTERESTS X TIME/PLACE UNLOCK ENGAGEMENT
- 79. SEGMENTED AUDIENCES BESPOKE CONTENTPER AUDIENCE, PER SCENARIO
- 80. AUDIENCE SCENARIOS =BESPOKE CONTENT CONTENT FORMULA PER SEGMENT (PER PERSON) BASED ON CONTEXT TIME LUNCH POWER LUNCH SUPER FOODS
- 81. AUDIENCE SCENARIOS =BESPOKE CONTENT CONTENT FORMULA PER SEGMENT (PER PERSON) BASED ON CONTEXT LOCATION LOS ANGELES GOLF EXCURSION ART DISTRICT
- 82. AUDIENCE SCENARIOS =BESPOKE CONTENT CONTENT FORMULA PER SEGMENT (PER PERSON) BASED ON CONTEXT HOLIDAYS SPRING FESTIVAL TRADITIONAL FASHIONABLE
- 83. AUDIENCE SCENARIOS =BESPOKE CONTENT CONTENT FORMULA PER SEGMENT (PER PERSON) BASED ON CONTEXT MONTH 31 31 SHANGHAI F1 COACHELLA APRIL
- 84. AUDIENCE SCENARIOS =BESPOKE CONTENT CONTENT FORMULA PER SEGMENT (PER PERSON) BASED ON CONTEXT GOALS HEALTH HIKING/WALKING YOGA
- 85. AUDIENCE SCENARIOS =BESPOKE CONTENT CONTENT FORMULA PER SEGMENT (PER PERSON) BASED ON CONTEXT HOT TOPICS ENTERTAINMENT BUSINESS ICONS REALITY TV
- 86. People are motivatedto buy things to achieve goals Personas get us to think about use in context Scenarios highlight problems and opportunities SCENARIO PLANNING
- 87. SCENARIO PLANNING WeChat Mini-Programsrepresent clear cut opportunities for brands to help solve audience challenges - in the form of scenarios. Smart brands are solving problems for audiences through these apps in WeChat; how to improve health/fitness, guides while traveling/fashion/work… providing tips/tricks/hacks for important needs/goals.
- 88. WECHAT MINI-PROGRAMS 170 MillionDaily Active Users (DAU) WeChat Mini-Programs (MPs) are the new front-line in marketing through WeChat. With over 170 Million Daily Active Users (DAU) for Mini-Programs, there is a huge amount of audience interest. While most efforts to-date have focused on ecommerce/sales, smart brands are designing MPs around scenarios to address specific audience needs per time/location/ interests/habits. Brands that can help solve audience challenges are in a good position to capture lasting fan engagement. Data capture is another important opportunity with MPs. Using a social CRM system, it is possible to collect audience interactions, locations and interests. Each new piece of info providing additional insight to connect and add value per audience. List of My “Mini Programs”Accessing “Mini Programs”
- 89. NIKE TRAINING CLUB WECHATMINI-APPS WECHAT Nike’s Training Club (NTC) has setup a mini-program as fitness app on-the-go with customized fitness/workout tutorials & tracking.
- 90. SCENARIO PLANNING Philip: Sports& fitness enthusiast. Running & cross-fit participant. Thursday at 12:10PM. His regular running time. Its a bad air day. Beijing. Downtown near his office. Its a bad-air day outside today during Philip’s regular running time. Send a note with recommendations for best indoor aerobic activities.
- 91. PERSONA NAME PERSONANAME SCENARIOS IMMEDIATE CONTENT OPPORTUNITIES Its a bad-air day outside today He wants to figure out what sorts of running training he can best do inside with limited space Where can he plan a short vacation (excursion) to train in good air (environment) Guide for AQI-Level versus what level of exercise is recommended outside Indoor training examples of runners. 10 exercises to do if you cant get out for a run... Guide to quick get-aways for fitness lovers based in Beijing. Five best places to go for runners during the long-weekend. SCENARIOS SCENARIO PLANNING
- 92. totem media Chris Baker,Managing Director Email: [email protected] www.totemmedia.net AND SPECIAL THANKS TO: Joseph Leveque and Clement Ledormeur at 31TEN & To JingSocial and MobileNow for contributions in preparing this report. THANK YOU