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WeChat&WeiboABCWeiZhou8.2016
(C)WEICOMMConsul?ngOy
ChineseNe?zens&SocialMediaLandscape
• Internetusers:630million• Smartphonepopula?on:a.700million• HoursspentontheInternetperuser:
25hoursaweek• WeChatandWeibo
– ThemostpopularsocialmediachannelsinChina
– Themostcosteffec?vetoolofmarke?ngtowardsChinesecustomers
• ThemostdominantsocialmediachannelinChina.• Over700millionmonthlyac?veusers(MAU)duringMarch2016,willsoon
reach1billionMAU.• AlmosthalfofallWeChatusershavemorethan100contacts.• Almost80%ofWeChatusersfollowOfficialAccounts.• Over60%ofWeChatusersreportopeningtheappmorethan10?mes
daily.• WeChatismorethanjustanothersocialpla[orm.It'sanopera?ngsystem
forge]ngthingsdoneinlife.Itsfunc?onsinclude:WhatsApp-typemessaging,aFacebook-likenewsfeedcalledMoments,subscrip?ontopublicaccountsand/orcommercialaccounts,aPayPal-likewallet,mutualfundproducts,taxiordering,restaurantreserva?onsandmanyotherbuilt-inapplica?ons.
WeChatPublicAccount
3typesofWeChatpublicaccounts• Subscrip?onaccount
– Pushfrequentcontenttoyourfollowers– Maximumonemessageperday– Mostsuitableforbrandmarke?ng*Wewillfocusonthistypeinthishandbook
• Serviceaccount– HavemoreAPIsandcompaniescanbuilditsownapplica?on– Maximumonemessageperweek– Mostsuitableforthosewhoneedcustomizedmenuorofferintegrated
ecommerce
• Corporateaccount– Forcorporateinternaluse
WeChatSubscrip?onAccount
• WeChatsubscrip?onaccountscanberegisteredunderthenameofanindividual,acompanyoranorganiza?oninChina.
• WeChataccountpushesoutcontentthatservesasthemagazinear?clestothesubscribers’mobiledevices.
• Subscriberswillreadthear?cleandsharethear?cleontheir“Moments”walliftheyfinditinteres?ng.TheirWeChatfriendswillthenreadand/orsharethear?cleontheirown“Moments”walliftheylikethear?cle.
(Privateaccountshaveclosedcircles,i.e.onlyfriendscouldseewhathe/shepostsorsharesontheMoments)
WeChatSubscrip?onAccountPos?ngs
• Frequency:– Usuallyminimum4ar?clesamonth.Manycommerciallyopera?ng
accountspublishcontenteveryday.• Content:
– Interes?ngcontent,notonlyaboutyourproductorservice,butmixedwithsocial,culturaloractualelements.
– Languagestyle:morelively,humorous,personalandtrendy,slangscanbeused.
– Photoisthekeyissue,beau?fulorfunnyandlotsof.– Titleandcoverphotoshouldbeeye-catchingsothatthesubscriberswillclick
toread.– Layout:Wechatpla[ormdoesnotgivemanylayoutop?ons,usuallyWeChat
editorsuse3rdpartyappstocreatecertainvisualeffect.– Video,audioandweblinkcouldbeaddedinaWeChatar?cle.
• Ac?vi?es:– Possibilitytointeractwiththereadersbydisplayingtheircommentsand
replyingsomecomments.– Possibilitytolaunchluckydraw.
AFewExamplesofWeChatAr?clesbyVisitFinland(WeChataccount:VFChina)(onlycoverphotowith?tlearedisplayedhere)
Thecolderitgets,themorestylishitgets:howtodressinwintryFinland
Helsinki365 StopoverinFinland,youneedonlyonereason
AFewExamplesofWeChatAr?clesbyVisitFinland(WeChataccount:VFChina)(onlycoverphotowith?tlearedisplayedhere)
Na?onalparksinFinland:100%healing Liveinyourfavoriteplace,doingthingsyoulikethemost
Weibo• Weibodailyusers:120millionDAU• PercentageofWeibodailyac?veusersthataremobile:91%
• Weiboismoreliketwimer.It’sespeciallysuitableforpos?ngnews,shortcontent,andorganizingluckydrawsorpolls.
• Thepostsbyindividualusersareondecrease,moreandmoregrassrootscontenthasmovedtoWeChatMoments,butit’ss?lloneofthemostimportantSoMechannelsforpublicaccountstoreachtheiraudience.
• ThescaleofreachonWeiboismuchbiggerthanWeChat.
WeiboTweets• Frequencyofpos?ng:everyday• Content:actual,interes?ng,fun• Photosareveryimportant.Amountofphotosforeachpost:
1,2,3,4,6,9,not5,7,8• Itispossibletorepostsomebodyelse’tweets.• Itispossibletousehashtags.• Thenormallengthofapostis140Chinesesigns.Ispossibleto
createlongertextifpos?ngdirectlyonWeibowebpage.• Themosteffec?veSoMepla[ormfororganizingluckydraw,
compe??on,polls,etc.
AFewExamplesofWeiboTweetsbyVisitFinland(Weiboaccount:Ourfinland)
WantToHaveYourOwnWeChatorWeiboAccount?
• Pleaseaskyourselfafewques?onsfirst:– Doyouhaveenoughinteres?ngcontenttopostonadaily(Weibo)
andweeklybasis(WeChat)?– Doyouhaveacontentupdaterwhohasdeepknowledgeabout
Finland,excellentwri?ngskillsinChinese,andfamiliarwiththesocialmediamarke?ng?
– Areyouwillingtoinvestinlongtermandcon?nuousdevelopmentofyoursocialmediachannel?
• Ifyouranswerstotheaboveques?onsarenotcertain,thenthebestwaywouldbe:– Becomeapartnerofoneofthena?onalbrands,suchasVisitFinland
orthisisFinlandwhoalreadyhaveyearsofexperiencesandlargefollowerbaseonWeChatandWeibo.
– Joinyourlocalorregionaltourismoffice’ssocialmarke?ngac?vi?estowardsChina.
– MakejointSoMeeffortswithotherserviceprovidersinyourcluster,suchasDesignsector,etc.
