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WECHAT - THE FUTURE OF SOCIAL CRM
Image Courtesy of : Marius Christensen
WeChat is providing unique 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
BRANDS ON WECHAT ARE
GAINING UNIQUE INSIGHT
INTO THE FUTURE OF
MARKETING.
FUTURE OF MARKETING
WeChat connects the actions of individuals - online and offline - with audience
data, allowing brands to deliver messages at the right place, right time.
FUTURE OF MARKETING
Brands on WeChat are automating audience interactions (thru AI/Chatbots)
and delivering highly specialized services - on a personalized level.
Given mobile penetration rates 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
Offline retail is being seamlessly connected to online information. Brands with
strong O2O capabilities can track users across entire purchase paths.
FUTURE OF MARKETING
WECHAT PAY LAYS CLAIM
TO 800 MILLION
REGISTERED USERS.
03.01.2018
Source: iResearch, Forrester Research
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.
With more than 2/3rds of Chinese netizens currently using mobile payments,
mobile/social CRM in China is more universal (sooner) than anywhere else globally.
FUTURE OF MARKETING
INDIVIDUAL APPS IN THE 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.
WECHAT
REPRESENTS
34% OF CHINA’S
MOBILE NETWORK
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.
GLOBAL ECOSYSTEM
FRAGMENTED, ANONYMOUS
WEBSITES
(Brand Presence)
FACEBOOK
(Social Media)
GOOGLE
(Search, Discovery)
AMAZON
(Ecommerce, Sales)
Tracked With Cookies
UNIFIED, COMPREHENSIVE
OFFICIAL
ACCOUNTS
(Brand Presence)
MOMENTS
STREAM
(Social Media)
SOGOU
& WOM
(Search, Discovery)
WECHAT
PAY
(Ecommerce, Sales)
Real User Profiles
WECHAT AS ECOSYSTEM
PINDUODUO DEMONSTRATES
THE POTENTIAL FOR VIRAL,
SOCIAL SALES.
拼拼
拼
FUTURE OF MARKETING
While social 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.
Effective social CRM leads to WOM, user-get-user outcomes
SOCIAL PATH TO SALES
AWARENESS CONSIDERATION
EVALUATION
BUY
BOND
ADVOCATE
ENJOY
Advocates = WOM
Source: Adapted from HBR
DETAILED VIEW OF CUSTOMER …DOWN TO INDIVIDUAL LEVEL
REAL USER PROFILING
Using a CRM system 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
CONTENT
TIMING OF ACTIONS
PROFILE ON 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.
BRAND
ACCOUNT ON WECHAT
OFFICIAL SERVICE 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
From basic data on 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.
QUALIFIED
ATTENTION
LOYALTY
PROSPECTIVE CLIENTS
CONVERT CLIENTS TO
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
Using WeChat CRM, we can target messages down to the per-person level.
SEGMENTING AUDIENCES
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.
B
SHOTGUN APPROACH TO SOCIAL
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.
B
SEGMENT
SPECIFIC
MESSAGES
SEGMENT SPECIFIC STREAMS
Brands who 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).
TAGS
CONTENT
BRAND x PRODUCTS
INTERESTS
OTHER PRODUCTS/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).
HOME CITY
BEIJING
AGE
50+
GENDER
MALE
SHOPPING CHANNEL
OFFLINE
TAGS
CONTENT
HIS STYLE
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)
CRM - AUDIENCE SEGMENTATION
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
CRM - AUDIENCE SEGMENTATION
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
CRM - AUDIENCE SEGMENTATION
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
Connecting detailed audience insights with brand checkpoints
INTERACTION PATHS
INTERACTION PATHS
With each persona, 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.
BROADCAST:
SEGMENT GROUPS
Create and manage your
followers by different segment
types; Gender, Age, Location,
Languages, Timestamp, Article
Preferences.
Segment follower base, incentivize, and lead to sale
CRM - AUDIENCE SEGMENTATION
INTERACTION PATHS
As a mobile-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.
LOCATIONS
(POS - Service Locations)
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
OVERVIEW OF CRM PATHWAY
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
QR Codes play a 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
UNIQUE QR CODES
TO TRACK CONNECTIONS WITH AUDIENCES, MEDIA AND TOUCH POINTS.
PER CHANNEL/MEDIA
PER PRODUCT
PER AUDIENCE
PER LOCATION (SHOP)
PER CUSTOMER REP
PER MOMENT
PER PERSON QR CODES
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.
INTERACTION PATH
RETAILAND SHOPPING
PERSONA
“TINA TATTOO”
INTERACTION PATH
TT
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
OUT OF HOME ADS, 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
INFLUENCERS/KOLS
QR CODES LINK TO 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
PER SHOP QR CODES
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
CUSTOMIZED EXPERIENCES FOR FOLLOWERS
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!
Maximum Two Lines
Maximum One 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
THRU PRODUCT PACKAGING
QR CODES & 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
THRU SOCIAL MEDIA
BUILD ON 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
INTERACTION PATH
TRAVELAND HOSPITALITY
PERSONA
“LAOBAN LARRY”
INTERACTION PATH
LL
AT CHECK-IN
INTERACTION PATH
At Check-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
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
ON BRAND COLLATERAL
QR CODES 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
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.
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.
CONNECTING GUESTS WITH SERVICE
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.
2016 MO DAY BRAND
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
FOR RETURN CUSTOMERS/PATRONS
BUILD ON 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
48HRS
Good first interactions lead to improved relevance and engagement.
THE FIRST 48 HOURS
FIRST IMPRESSIONS COUNT
First impressions 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.
READING RATES ARE
DROPPING QUICKLY FOR
OFFICIAL ACCOUNTS.
ARTICLE OPEN RATES
DROPPED FROM 15% IN 2015
TO BELOW 5% IN 2017.
Source: Newrank, Weixinhost, Weihudong
AUDIENCES AREN’T FOLLOWING ACCOUNTS
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%
A CRITICAL WINDOW FOR 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.
FIRST 48 HOURS: CASE STUDIES
AUTOMATION OF NEW FOLLOWER MESSAGING AND ON-GOING CONTENT MGT
SKIN TYPE 1
SKIN TYPE 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
%
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
Nearby Shops LocatedSend Location 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
%
OF FOLLOWERS
TAGGED WITH NEW
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
CASE STUDY
LOCATION BASED MESSAGING PER SEGMENT.
LOCATION BASED TRACKING
HOW TO 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).
Location targeted messages
increased page 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
SCENARIO PLANNING
PERSON
PLACE
TIME
The combination of time, place and personal interests are key.
SCENARIO PLANNING
With knowledge about 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.
SCENARIO DEVELOPMENT
PERSONA X TIME X PLACE…X INTERESTS
TIME PLACEPERSON
RELEVANCE ON SOCIAL
IS ABOUT CONNECTING CONTEXT WITH USEFUL CONTENT
INTERESTS
SCENARIOS
& GOALS
ARTS
HEALTH
TECHNOLOGY
ADVENTURE
Fashion
Music
Movies & TV
Sci-fi
Action Sports Fitness
Gadgets & Gear
Wellness
Auto (Toys)
Sports
Travel
BRAND
CONNECTING WITH AUDIENCE INTERESTS
Food & Drink
PERSONAL INTERESTS X TIME/PLACE UNLOCK ENGAGEMENT
SEGMENTED AUDIENCES
BESPOKE CONTENT PER AUDIENCE, PER SCENARIO
AUDIENCE SCENARIOS = BESPOKE CONTENT
CONTENT FORMULA PER SEGMENT (PER PERSON) BASED ON CONTEXT
TIME
LUNCH
POWER LUNCH
SUPER FOODS
AUDIENCE SCENARIOS = BESPOKE CONTENT
CONTENT FORMULA PER SEGMENT (PER PERSON) BASED ON CONTEXT
LOCATION
LOS ANGELES
GOLF EXCURSION
ART DISTRICT
AUDIENCE SCENARIOS = BESPOKE CONTENT
CONTENT FORMULA PER SEGMENT (PER PERSON) BASED ON CONTEXT
HOLIDAYS
SPRING FESTIVAL
TRADITIONAL
FASHIONABLE
AUDIENCE SCENARIOS = BESPOKE CONTENT
CONTENT FORMULA PER SEGMENT (PER PERSON) BASED ON CONTEXT
MONTH
31
31
SHANGHAI F1
COACHELLA
APRIL
AUDIENCE SCENARIOS = BESPOKE CONTENT
CONTENT FORMULA PER SEGMENT (PER PERSON) BASED ON CONTEXT
GOALS
HEALTH
HIKING/WALKING
YOGA
AUDIENCE SCENARIOS = BESPOKE CONTENT
CONTENT FORMULA PER SEGMENT (PER PERSON) BASED ON CONTEXT
HOT TOPICS
ENTERTAINMENT
BUSINESS ICONS
REALITY TV
People are motivated to buy things to achieve goals
Personas get us to think about use in context
Scenarios highlight problems and opportunities
SCENARIO PLANNING
SCENARIO PLANNING
WeChat Mini-Programs represent 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.
WECHAT MINI-PROGRAMS
170 Million Daily 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”
NIKE TRAINING CLUB
WECHAT MINI-APPS
WECHAT
Nike’s Training Club (NTC) has setup a mini-program as fitness app on-the-go with
customized fitness/workout tutorials & tracking.
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.
PERSONA NAME PERSONA NAME
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
totem media
Chris Baker, Managing Director
Email: chris@totemmedia.co
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

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WeChat = Social CRM

  • 1. WECHAT - THE FUTURE OF SOCIAL CRM Image Courtesy of : Marius Christensen
  • 2. WeChat is providing unique 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 WECHAT ARE GAINING UNIQUE INSIGHT INTO THE FUTURE OF MARKETING.
  • 4. FUTURE OF MARKETING WeChat connects 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 Brands on WeChat are automating audience interactions (thru AI/Chatbots) and delivering highly specialized services - on a personalized level.
  • 6. Given mobile penetration rates 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 is being seamlessly connected to online information. Brands with strong O2O capabilities can track users across entire purchase paths. FUTURE OF MARKETING
  • 8. WECHAT PAY LAYS CLAIM TO 800 MILLION REGISTERED USERS. 03.01.2018
  • 9. Source: iResearch, Forrester Research 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 than 2/3rds 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 IN THE 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 MOBILE NETWORK 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 (Brand Presence) FACEBOOK (Social Media) GOOGLE (Search, Discovery) AMAZON (Ecommerce, Sales) Tracked With Cookies
  • 14. UNIFIED, COMPREHENSIVE OFFICIAL ACCOUNTS (Brand Presence) MOMENTS STREAM (Social Media) SOGOU & WOM (Search, Discovery) WECHAT PAY (Ecommerce, Sales) Real User Profiles WECHAT AS ECOSYSTEM
  • 15. PINDUODUO DEMONSTRATES THE POTENTIAL FOR VIRAL, SOCIAL SALES. 拼拼 拼
  • 16. FUTURE OF MARKETING While social 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 CRM leads 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 OF CUSTOMER …DOWN TO INDIVIDUAL LEVEL REAL USER PROFILING
  • 19. Using a CRM system 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 PROFILE ON 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 OFFICIAL SERVICE 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 data on 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 CLIENTS TO 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 TO SOCIAL 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 Brands who 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 OTHER PRODUCTS/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 HIS STYLE 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 - AUDIENCE SEGMENTATION 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 - AUDIENCE SEGMENTATION 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 - AUDIENCE SEGMENTATION 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 audience insights with brand checkpoints INTERACTION PATHS
  • 34. INTERACTION PATHS With each persona, 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 and manage 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 a mobile-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 - Service Locations) 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 CRM PATHWAY 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 play a 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 TO TRACK 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 QR CODES 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.
  • 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 HOME ADS, 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 LINK TO 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 QR CODES 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 FOR FOLLOWERS 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 Maximum One 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 QR CODES & 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 BUILD ON 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
  • 54. AT CHECK-IN INTERACTION PATH At Check-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 QR CODES 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 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. 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 WITH SERVICE 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 DAY BRAND 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 BUILD ON 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 interactions lead to improved relevance and engagement. THE FIRST 48 HOURS
  • 62. FIRST IMPRESSIONS COUNT First impressions 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 DROPPING QUICKLY FOR OFFICIAL ACCOUNTS. ARTICLE OPEN RATES DROPPED FROM 15% IN 2015 TO BELOW 5% IN 2017. Source: Newrank, Weixinhost, Weihudong
  • 64. AUDIENCES AREN’T FOLLOWING ACCOUNTS 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 WINDOW FOR 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 SKIN TYPE 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 LocatedSend Location 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 WITH NEW 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 BASED MESSAGING PER SEGMENT.
  • 72. LOCATION BASED TRACKING HOW TO 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 increased page 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 combination of time, place and personal interests are key.
  • 75. SCENARIO PLANNING With knowledge about 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 X TIME X PLACE…X INTERESTS
  • 77. TIME PLACEPERSON RELEVANCE ON SOCIAL IS ABOUT CONNECTING CONTEXT WITH USEFUL CONTENT INTERESTS SCENARIOS & GOALS
  • 78. ARTS HEALTH TECHNOLOGY ADVENTURE Fashion Music Movies & TV Sci-fi Action Sports 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 CONTENT PER 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 motivated to 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-Programs represent 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 Million Daily 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 WECHAT MINI-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 PERSONA NAME 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: chris@totemmedia.co 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