Looking to drive more customers within China? With WeChat being the #1 most active social platform in China, it is the most ideal area for marketers to use to build a powerful brand and to drive sales. In this deck, we'll share the 3 most important steps for you to get started

1. 3 Steps to Reach China’s
Affluent Customers
through WeChat

2. Looking to drive more
customers within China?

3. You may be considering these platforms…

4. Baidu
Weibo
Ren Ren (almost dead)
YouKu
Fast-rising innovative platform
WeChat
Here’s the first thing you should know
about these platforms…
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China
China
China
China

5. What’s Wechat？
WeChat is a smartphone application that consists of…
Social network
Free messaging
InvestmentFree callingBill paymentMovie Ticket
Taxi orderGroup buyingUser ReviewMobile payment
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6. What’s Wechat？
As of Q1 2015, it has a coverage of 90%+ smart phone user and
monthly active user are close to 55 Million user across 200+
countries with 20+ language supported.
In addition, there’re over 8 million brand/ company open public
account and connected to 85000 apps, users with Wechat pay
enabled are over 400 Million.

7. WeChat Roadmap
Launch
of
WeChat

8. 600million 556million
549million 198million
WeChat Weibo
Users Users
Jun 2014 Apr 2014
Active monthly Users
Mar 2015 Mar 2015
Active monthly Users
WeChat is #1 Platform In China now

9. Wechat Userbase
RMB

10. Now you know the power of this platform, let’s look
into the 3 key steps you must do to start driving
more customers!

11. This 3-step framework has
achieved results such as…

12. Over US$1.1 million of ticket sales from
Facebook in less than 48 hours

13. “… $200K revenue [from social media]...”
"Working with SocialMetric is like breaking the jackpot machine! I always
thought social media was great for awareness, but they have went beyond and
helped us to drive sales for one of our tourism campaigns. This was something
which I didn't know was possible, and we had more than 60 pax sign ups in
total, amounting to around S$200K in revenue. Simply awesome"
Ethel Yow, Marketing Manager
CTC Travel

14. “Increased Footfall by 34% and sales by 23%”
“After applying these techniques, we saw our
Beauty By Nature branded stores increase
their foot fall by 34% and sales by 23%.”
Chairman / Co-Founder
Fusion Cosmetics Pte. Ltd.
Retail Industry

15. So let’s get into the details of
what you’ll need to do…

16. First – Listen in on what people are
talking about!

17. WeChat Conversation Tracking
Through social media listening, you can track what other people are
talking about your brand, products and even competitors.
This will give you a better idea of how to grow your community and
eventually how to convert them to become paying customers.

18. Reaching out to influencers and having them to spread the word about
your brand and products is one of the fastest way to create buzz
Identifying Influencers

19. Then next, set up your WeChat Brand Account

20. Service Account
Subscription Account
Sub account – basic functionalities for media or
small-mid size brands to spread their content to
subscribers and for users to distribute relevant
information
Service account – enhanced functionalities for
company or organization to provide prompt
response and service, create unique user
experiences
There are 2 basic types of accounts….

21. • Service：To provide service, good for customer
management
• Sub：To engage with content
Purpose
• Service: 4 Messages per month
• Sub: 1 Message per dayMessage
limitation
• Service: Collated with the list of friends’
messages
• Sub: Aggregated in one folder for all Sub
account
Display Method
• Service: Apply customized menu for free
• Sub: Able to apply for customized menu after
verification, RMB300
Functionality
Difference between “Service account” V/S “Sub account”

22. Next…
Grow your Community on WeChat

23. But unlike Facebook, you can’t run
advertisements within WeChat to grow your
community

24. But there are a few ways you can grow a following….
Use QR Codes
(They’re a huge
digital culture in
China!)
Get your target
audience to search for
you
Chat up with potential target
audiences via Location
Based Search
Reaching out to digital
influencers and getting
them to recommend your
brand
1 2 3 4

25. Next…
Convert your community to paying customers!

26. And we know the best way to convince and
convert communities on social media is
through content

27. Produce content through the Contagious
Content framework
Social Assets Social Fanaticism Social Antagonism
Advise
Trending Triggers
Amplify
Inspire
Heartfelt
Amuse
Anger
Fear
Anxiety

28. Here are some successful case studies

29. OBJECTIVE
To engage with mobile users
CAMPAIGN
A user can send an emoticon to Starbucks,
who will in return send a track of an album
according to the emoticon. WeChat’s point-
to-point communication ( text, voice, picture,
and video) establishes it as a strong
customer service platform
RESULTS
Starbucks had tallied 62,000 fans on WeChat and received an average of 22,000
messages per day, with the bulk of the interaction driven by the emoticons.
With a budget of 250,000 yuan (US$ 40,047), sales of Refresha went up to 7.5 million yuan
(US$1.2 million) in three weeks

30. OBJECTIVE
To integrate platforms with the campaign.
CAMPAIGN
Pepsi China’s "Bring Happiness Home"
campaign, had a WeChat feature that let
followers send their own voice recordings to
the account and have them remixed into a
customized Pepsi theme song to share with
friends and loved ones.
RESULTS
Viewership for Pepsi's integrated campaign attracted close to 870 million across
Pepsi's success was measured through earned media generated from news reports across
digital, print, and on national TV, CCTV.

31. OBJECTIVE
To give creative powers to the consumers.
CAMPAIGN
Burberry promoted its ongoing Art of the
Trench digital campaign with WeChat, which
was followed by a virtual runway show
where fans received updates from celebrities
in attendance and could request a
personalized image.
RESULTS
Trench hash tag was used more than 80,000 times on Weibo.

32. Wechat membership card – Giving
a retailers a boost from online to
offline
Wechat Membership card
• These give you access to immediate
discounts or long-term perks from
store chains, with the virtual card
kept safe inside your WeChat
account.
• The cards are free to use, and they
pop up automatically when you
follow brands that support them.
• There are big names like
McDonalds, Watsons, and Pacific
Coffee making use of these cards in
WeChat already.

33. Meal and Life Brands are actively participating on WeChat
WeChat is good for such one-on-one interactions -- conversations
between a consumer and a brand – because it's a pumped-up
messaging app. Marketers Are Becoming Innovators on a Tricky
Platform for Brands

34. Hotel and Flight in one shot
WeChat’s m-commerce offering has added flight booking
service that is provided by LV.com (formerly 17u.cn), a
Chinese online travel service Tencent has a stake in.