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PAGE. 3 Tencent Developments PAGE. 4 WECHAT WeChat Developments PAGE.5-7DEVELOPMENT Tencent’s “WeChat” – The Rise and Rise of a Private Social Network PAGE. 8-10 Tencent’s “WeChat” A Top Tool For O2O
Tencent Developments QQ Circle and Other New Functions of Tencent QQ Circle Q-Zone Timeline “The same day last year” New Chat Function Tencent launched the new Q-zone function March 31, “PengYou” launch a new “Timeline”, allowing users to record their chat function, which was warmly “past”, ”present” and ”future” Q-Zones received. Tencent refute rumors that lives in a “facebook-esque” timeline. Clicking on any point of the timeline will let QQ Circle will replace “PengYou” with you read the stories going on at the time. this function. March 21, Tencent Experience Center launch "QQ Circle". The function helps users group their friends according to their real life relationships. The number next to each friend shows how many mutual friends that you have. Users can add friends directly, initiate a chat “The same day last year” recently launched or play session, and view the each in Tencent Weibo. This function tells you other’s personal information through what you were tweeting about on the same day last year. “QQ Circle”SummaryRecently, the launch of “QQ Circle” initiated animated discussion by netizens; a search for “QQ Circle” in Sina Weibo returns 155,878 results. Whentalking about the service, QQ Circle users often referred to the functions that help you to group your connections, find people who aren’t in yourimmediate circle but know by association. “QQ Circle”, Tencent has also introduced a few other new functions, like Timeline, a new chat function anda “same day last year” function. 3
WeChat Developments WeChat Upgrades Attract Over a Million Users in 433 days WeChat 1.0 WeChat 2.0 WeChat 3.0 WeChat 4.0 Sending and receiving Voice chatting Shake Photo and video exchange Messages QQ mailing LBS My AlbumSummaryBetween January 2011 and April 2012, Tencent’s WeiXin, or “WeChat” in its English language interface, has undergone frequent upgrades to makethe communication platform more social. From text and voice messaging, to photos and multimedia messaging, to friend finding functions and socialnetwork style profiles, WeChat is rapidly becoming China’s cross-demographic, closed group social network. By “closed” social network, we mean onethat limits profile access to friends and approved contacts. Renren has established itself as the dominant SNS platform in China, following theFacebook model. However, with a user demographic that’s predominantly drawn from university campuses, the cross-demographic quality ofFacebook has not been effectively replicated in China. WeChat may be the platform to finally achieve this. This is being facilitated by upgrades thataugment natural communication. The “My Album” function for example, allows users to share their personal photos to their friends, rather thanbroadcast to Weibo, who can then comment, like the popular smartphone application, “Path”. Central to WeChat though, and hugely significant tothe wider evolution of social media, is that this is a mobile social platform. Psychologically and physically affirming it’s primary function as acommunication aid and after all, isn’t that the defining characteristic of what we consider social? 4
Tencent’s “WeChat” – The Rise and Rise of a Private Social Network From 0 – 200 Million UsersSummaryAt the Internet Society of China’s 2012 China Internet Conference, which was held in September, Tencent’s Ma Huateng announced thatWeChat (Weixin 微信) had exceeded 200 million users. Initially launched in January 2011, alongside a host of other instant messagingclones following in the footsteps of applications like Talkbox, WeChat was a pure mobile messaging application touting the potential toreplace SMS. Through various application upgrades, it’s starting to flex the muscles of its social networking functionality and has evolvedto challenge some of the most popular social networks in China. 10th May 2011 23rd April 2012 2.0 launched, adding 4.0 launched, with Open for brand applications. voice messaging. upgrades that allow it to be regarded a legitimate 3rd August 2011 mobile social networking WeChat 1.0 LBS included. [Link] WeChat 3.0 tool. [Link] But what’s next for Weixin? 26th January 2011 1st October 2011 WeChat 2.0 – 2.5 WeChat 4.0 Launched for iOS as a simple instant 3.0 launched, users can now shake to meet WeChat 5.0 messaging application. strangers and send random messages “in a bottle”. 5
Tencent’s “WeChat” – The Rise and Rise of a Private Social Network The Future and Commercial Application of WeChatWeChat for 2013 Tencent has lined up more social features for WeChat in 2013. Potentially, these features can be particularly significant in helping brands to expand WeChat and the Future of[According to Tencent] their social awareness through the mobile channel. Commercial Application • Instant discount information sent directly to users at 1 specific locations; LBS marketing at its real-world best.Multi-media content sharing • Mobile key opinion leaders;Blog posts, news articles and have local stars promote yourmusic shared amongst peers. 2 brand, in the right place, at the right time. 3 Multi-media content sharing 4 • Fast consumer response unit; Product Recommendations Make these multi-media allowing brands to get content delivery mechanisms Retweets personal with consumers in Users can freely share product more robust. real time, with the support of information to friends and make User generated content can push notifications delivering targeted recommendations. be retweeted from social content to mobile devices. circle to social circle.The big question is how much can brands rely on WeChat to market theirproducts via mobile, while maintaining consumers’ expected conversion rate? 6
Tencent’s “WeChat” – The Rise and Rise of a Private Social Network Current Methods of WeChat MarketingCurrent ApplicationsExisting Brand Marketing Examples Via WeChat. WeChat is evolving all theAccording to marketing and planning representatives from Tencent, bespoke WeChat marketing products for time, so only time will tellbrands will start to emerge on the market in late fourth quarter this year. Currently, it’s all still at an early stage, of it’s marketingwhere brands are left to open official accounts and attempt to engage with users organically. engagement efficacy, butSome of the more social media savvy brand have already got their feet wet, and here are how they have so far the future looks promising.promoted themselves through Weixin: Case 1: Case 2: Starbucks, Emoticons, Music and QR Codes China Merchants Bank Drift Bottle Messaging Being a messaging application, WeChat offers a Each time a consumer picks up on of WeChat’s wide range of emoticons, which are very handy “messages in a bottle” sent out by from China when a brand want to be more casual and Merchants Bank, the bank makes a donation personal with their consumers. Naturally to charity. though, this has to suit the brand. This is a new case where brands are uplifting Starbucks encouraged consumers send them their image through mobile channel, emoticons expressing their mood at that highlighting the implications of social media moment. In return, they received a song that engagement for corporate social responsibility. captured that mood. Whether or not this translated into selling cups In this case the brand is able to react to of coffee, we don’t know yet. consumer actions in real time. 7
Tencent’s “WeChat” A Top Tool For O2O WeChat promotes the mobile membership card How it works…WeChat’s membership card: Then, follow the And get members’ Customer scan a QR steps to get the discounts whileOffers local discount code while in store. membership card… shopping.coupons that consumerscan take advantage ofwhether shopping in-storeor onlineWeChat is connectingbrands with theircustomers to form anauthentic, “acquaintance-like” social network, withthe help of QR codes.Summary:In essence, the traditional membership card rewarded repeat custom with discounts that encouraged shoppers to come back to the store,feeling they were part of an elite band of preferential consumers. In reality though, a membership card can be inconvenient to remember,easy to lose and impersonal to use. Your phone though, is always with you and increasingly becoming a personal life tool, set up to serve asa pocket sized personal assistant. Of course, the mobile phone is an eminently more suitable interface for “Online to Offline” engagement,or O2O. Not only is it based in real-time experience and real-world impulse, it’s a tool for instant payment and social sharing ofconsumption habits that can inspire your peers. 8
Tencent’s “WeChat” A Top Tool For O2O Advanced, API fuelled functionality Several companies have already started using the new API ports to power some fairly advanced functionality... Advanced Shopping Recommendations Location-based personalized services Cross-reference of brand’s CRM system “Guang”- a public account guide that’s The "Ding Jiudian" ("Book Hotels") account focused on social shopping, responds to allows users to send their current location Another up and coming example of this user requests smartly with keyword data to the account through WeChat, for offline to online engagement is being based text. which they’ll receive a detailed list of explored by Ping An Auto Insurance. It will nearby hotel recommendations. allow users, those who are current clients CASE: A user asks for “Plants for the office”, of Ping An and therefore enrolled in their so Guang suggests CRM system, to file auto insurance claims suitable products. If directly through WeChat, incorporating the user’s not satisfied location based data to record the site of by this set of the accident, photo and video messaging recommendations, to record the details and extent of the they click “dislike”, and the system vehicle damage, and contact information generates alternatives. of all those involved.WeChat launched small-scale testing of “custom API function calls” for its public platform with a select group of partners.These new API ports will be used to connect to companies existing CRM systems, enabling businesses with public-facing accounts(including media organizations, celebrities, small businesses and app developers) to use these ports to provide their users with an evermore personalized set of services. 9
Tencent’s “WeChat” A Top Tool For O2O From Social Marketing to Social CRMHow can brands use WeChat to connect with their target audience?Brands Target Audience Communication Suited for service brands Membership Card Brand Fans Cross-reference with existing CRM One-to-one interaction exclusivity and Engagement Potential Customers real-time communication O2O & Existing Customers Location-based services and marketing Precisely targeted, more efficient marketing Integration API and sales communication Real Customers Integrated with existing CRM system to enhance customer service and loyalty.CIC View：WeChat can provide a solution to both the challenge of maintaining a relationship with existing consumers and converting brandfans to actual customers via a tailored strategy of communication, engagement and integration. Thus, it is not only a marketingtool but a mechanism that offers improved efficacy in customer service via universal, 020 CRM. The new challenge is tailoringrelevant user experience to provide authentic, effective engagement that augments an existing CRM system. 10
Shanghai:Room 108, Building A, UDC Innovative Plaza, No.125,North Jiangsu RoadShanghai, 200042, ChinaPhone: 021 - 52373860 | Fax: 021 - 52373632Beijing:1006 / 10F, Block C, No. 60, Dongsihuanzhong Road, Chaoyang DistrictBeijing, 100025, ChinaPhone: 010 - 59080268This document is for private commercial use only. Distribution to thirdparties and/or publication in whole or in part is strictly prohibitedwithout expressed written consent of CIC.本文件是针对CIC客户的相关品牌和企业的商业文件。未经CIC的书面许可，本文件或文件中的任何内容不得转交给第三方， 同时也不得发表本文件或文件中的任何内容。