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Follower Acquisition on WeChat


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Follower Acquisition on WeChat

  1. 1. TMG Webinars Follower Acquisition on WeChat
  2. 2. Outline I. Getting your account ready II. Creating shareable content III. Viral marketing techniques IV. Promotion through paid channels V. Offline promotions VI. Examples
  3. 3. Presented by Co Founder & Global Head of Client Strategy TMG Worldwide Jeff Fish is the Co-Founder and Global Head of Client Strategy at The Momentum Group. He helps our customers launch successful China marketing campaigns leveraging WeChat. Jeff has worked with a variety of organizations, from hospitality to financial services, and is a frequent speaker on the implications of content marketing at global scale. He has a seasoned background in social networking, content marketing, mobile strategy and emerging technology. Jeff Fish LinkedIn: https://www.linkedin.com/in/jeffreyfish WeChat:
  4. 4. GET YOUR ACCOUNT READY 1 2 3 Determine marketing goals Create an engaging microsite Create 2-3 seed posts
  6. 6. Create attractive content 1  The most popular form of marketing is through Rich Text Messages  The following formats can be sent out as a message broadcast: Audio, Image, Video, Rich Text Message Digest  Message tone is typically casual and uses a lot of images  Striking visual or video content is most effective
  7. 7. Offer WeChat exclusives  Offer promotions exclusive to WeChat followers to increase your follower base  Promotions that extend beyond a single user to family and friends increase sharing  Keep promotions fresh  Example: Grand Hyatt, New York offers a free suite upgrade to only its WeChat followers 2
  8. 8. Follower polls & surveys  Learn more about your followers through the polling feature  Create more engaging content based on actual user feedback  Get feedback from your customers  Send polls to all followers or just specific groups like women/men/specific location 3
  10. 10. Cross platform promotion 1  Promote your WeChat account on Chinese social networking platforms such as Weibo, Q Zone or Renren  Weibo is complementary to WeChat. Use it!  Weibo for brand exposure and WeChat for 1:1 brand engagement  Promote the activity without a direct QR code reference
  11. 11. Games & contests  Incentivize more people to follow and share your brand by organizing group games with prizes  Mass viral sharing is the key  Example: Coach launched its own WeChat fashion promotion through a red envelope game in which users could send special offers to friends and family. 2
  12. 12. Incentivize sharing  Encourage customers to share content from your account in their WeChat ‘MOMENTS’  Create simple share and win contests  Example: Offer a free meal or a discount on the bill if they’ve shared a photo of theirs enjoying their stay at the hotel 3
  13. 13. Virtual loyalty cards 4  Offer virtual loyalty cards using WeChat  Owners of such loyalty cards can have their QR code scanned at the location for discounts or points collection.
  14. 14. Leverage partners/ franchises 5  This works well for corporate brands with franchises all over the world.  Any brand under the corporate umbrella can be promoted through WeChat accounts of franchises in the Mainland
  15. 15. QR code promotions 6  Add WeChat QR code everywhere  Publish QR code prominently on your website and other digital media  Publish WeChat QR code on all collateral targeting Chinese audience  Publish WeChat ID and Account Name on Weibo
  16. 16. PAID CHANNELS for
  17. 17. Leveraging KOLs 1  Recruit KOLs to post positive content about your brand helping you reach thousands if not millions of potential consumers  Identifying the right KOLs  Weibo KOL score  Geographic Relevance  Subject Matter Relevance  Invite KOLs for product launches/a free hotel stay for coverage in blog
  18. 18. WeChat Advertising 2  Banner Ads on WeChat  One click to follow ads  Picture driven  Ads with coupons  Promotional ads  Advertising on WeChat Moments  Target users according to their location, interest, age, gender, device and phone network.  Better choice for well known brands with visually attractive products  Minimal entry price: 200,000 RMB
  20. 20. QR codes on packaging 1  Including the QR code on product packaging, brochures and any other printed collateral  Example: The Met printed the WeChat account’s QR code on the maps it hands out to all visitors  Incentivize scanning: Scanning a code could offer a discount or a coupon for this or other product.
  21. 21. Print campaigns  Traditional newspapers, magazines and other print collateral are great options to place the QR code  Combine the QR code placement with an offer or discount to encourage scanning  QR codes are a very popular method of marketing on large scale print formats like posters and billboards 2
  22. 22. Offline events 3  For hotels and destinations, welcoming the Chinese guest has to be an important part of their WeChat strategy. Programs such as Welcome Chinese which seamlessly integrate the cultural experience for the Chinese guest are an example.  Hilton's Huanying is one such effort implemented at most global locations with a considerable number of Chinese visitors.
  23. 23. EXAMPLES
  24. 24. Qixi Festival Campaign1 Tiffany & Co, the world’s premier jewelers, developed a highly effective campaign for Qixi Festival, the Chinese Valentine’s Day. Through WeChat, followers had to share affectionate pictures showing their “proof of love” for a chance to win gifts. Tiffany & Co.
  25. 25. Mid-Autumn Festival Campaign Kate Spade took advantage of gamification via WeChat and launched a flying-lantern game that allowed followers to choose a lantern color, write wishes and greetings on it, and send it off into the sky. 2 Kate Spade
  26. 26. Travel Season Campaign Players of the game have the chance of winning a free night by correctly answering questions related to three stories told in three different Chinese dialects (out of nine). Once all stories are 'decoded', players can enter into a lucky draw for the freebie. If players get stuck on one story, they can enlist their friends to help by utilizing the 'Moments' functionality of WeChat. 3 IHG
  27. 27. Shop and Stay Campaign The Venetian offers exclusive offers to all WeChat Members. The QR code is displayed prominently on the offer page to encourage scanning and following the account. 4 The Venetian
  28. 28. Cool Cups Social Contest To enter the contest Starbucks asked users to follow the Starbucks official account on WeChat and post a picture that contains the following elements: 3 people and 3 Frappuccino. Once done, they would have to fill in a simple contact form and submit it to enter the contest. 5 Starbucks
  29. 29. Online2Offline Promotion Shanghai Wine Bistrot chain Burdigala experimented with online promotions to drive users in-store. In this campaign, followers were required to share the official account name card with their friends and if 5 of their friends followed the account, they would get a free bottle of wine in one of Burdigala’s venues. 6 Burdigala
  30. 30. www.tmgworldwide.com sales@tmgworldwide.com +1 646 503 1171 Reach us at