Mobile Commerce in Messaging Apps - WeChat: What One Billion People Know and You Don't
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Overview of WeChat that is more than just a messaging app. It's a huge ecosystem that currently has 1.1 billion users and 60 million active users. 60% of its users log on 10x a day. How are brands utilizing WeChat in campaigns?
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Mobile Commerce in Messaging Apps - WeChat: What One Billion People Know and You Don't
- 1. WeChat: What One Billion People Know and You Don’t MOBILE COMMERCE IN MESSAGING APPS
- 2. Wechat - an app you’ve never heard of
- 3. It’s more than a social messaging app. It’s a complete m-commerce ecosystem.
- 5. According to PBOC data, 2013 saw a total of $1.67 billion mobile payments in 2013.Total transaction value reached a $1.6 trillion (CNY 9.64 trillion).
- 6. ONE APPTO RULETHEM ALL 1.1 billion accounts; 600 million active users 60% open the app 10x a day 1 in 5 set up for WeChat Payments
- 7. WECHAT IN EVERYDAY LIFE COLLABORATION AT WORK Meeting in 5 minutes. Got it! • Group chat instead of Email • Switch between phone and desktop for messaging
- 8. WECHAT IN EVERYDAY LIFE WECHAT WALLET • Bill pay: utilities, credit card • Purchases: movies, taxies, air tickets • Money transfers: splitting bills, send money to friends. Only need their WeChat ID. • Financial Investments: buy and sell stocks • “Lucky Money”: free $$$
- 9. WECHAT IN EVERYDAY LIFE ENTERTAINMENT & NEWS • News Outlets: spreading news • Publishers: publish content. Content can be video, audio or text • Celebrities: short update or long update • Brands: communicating with target audience
- 10. WECHAT IN EVERYDAY LIFE LOYALTY PROGRAMS • Offer aVIP card through the app • Send promotions • Give e-coupons that they can exchange in stores
- 11. WECHAT IN EVERYDAY LIFE FITNESSTRACKING • Counting steps - daily count and cumulative total • Compete with friends and stay motivated
- 13. MCDONALD’S • Add friends: supersize your fries for free • Big Mac Rap: use audio to engage with customers • Membership cards: enjoy discounts
- 14. STARBUCKS “Refreshing Songs” Campaign: Starbucks asks followers “how are you feeling today?” and then sends them songs that match the mood.
- 15. BURBERRY • Runway experience: audio commentary offered by Chinese celebrities. • Personalized membership cards: virtual plaque engraved with the names of all people who sent them a message