Bicyu: Beginners Guide to Wechat

icyu Publications presents

Wechat: China Mobile Marketing The Beginners Guide to the #1 marketing platform in ChinaThis is it, our very first E-book created back in 2012.It was born as a web page, but back then Wechat marketing was still very new soit was very popular we found some countries were stealing... running up ourbandwidth.So we responded the only way we could.We turned it into a free E-book~Because we are nice!

Now a lot has changed in 6 years, and this old book is really a great, greatgrandfather but we keep it around for nostalgia.But, if you have spend the last 6 years on Mars and are asking:“What is Wechat, then this is definitely for you.Otherwise, hmmm, it is a pleasant stroll down memory lane or you may wish tolook at our new WechatOperation.com site~

• China's Internet connects users from large cites to rural villages• China has more than 600 million online users [more than 2x entire US population]• 80% of those users connect via MOBILE• Wechat is a MOBILE platform• WeChat has around 500 million users and growing• Wechat enables precise positioning

Is Wechat a Free Marketing Tool?Not such a clear cut question. In terms of actual up front cash, yep,it is free, totally free, just apply for an account and you are good togo.However, once you have it, what are you going to do with it?If the answer is nothing, then future expenditure is zero,...Ahhh, but so are gains. You could of course, always use it as amarketing tool to connect with potential buyers and consumers....novel thought. But, here is where indirect costs start to kick in: • Human Resources • Time In other words:

You need time and peopleFor Wechat to be successful for businesses these 2 factors are critical:experienced, skilled people and considerable time investment otherwiseresults are likely to be disappointing.However, in comparison with TV, Print Media, [magazines] Brochures, orFliers the cost per person reached is considerably less, plus, Wechatenables real time analysis and manipulation of data.This means your total marketing costs will be less and you can modify,change and fine tune your content depending on readers wants.This in turn means the material you send is more likely to be somethingthey are interested in, which, again, in turn, means they are more willingto buy.

Wechat: just a popular China localised WhatsApp isn't it?It's Chinese, very popular locally for sure and like WhatsApp is amessaging APP. But the similarities stop there. If you need to try toclassify Wechat, lets say it is WhatsApp, Twitter + Micro blog rolled intoone app.

Wechat has 500+ million registered users @ May 2015, approx 300 millmonthly active and 100 mill out of China.What may surprise you is not all use Wechat inside China or in Chinese,it has a growing international following as you can see from the imagesbelow as Brands learn they can administer Twitter and Facebook stylemarketing in the one app.

How do -Successful- Businesses use Wechat in China?Every business has their own way to exploit thepower of Wechat from special offers to productupdates, new releases or driving online traffic tooffline [in store.]The one common theme is they use it to providefollowers with marketing material that is relevant,timely and useful to their audience.

Two primary ways to integrate Wechat into your marketing mix:1/ Third-party integration:(a) WeChat creates apps to run within WeChat,allowing companies to market and sell theirproducts directly through them.(b) Wechat users can shop, book hotels, purchaseflight tickets without leaving the app.(c) Many Brands are also developing their ownAPI, one purpose is to gather greater user data .

2/ Wechat OA [Official Accounts](a) Brands engage and interact 1 to 1 with followers byposting content such as special offers, videos andphotos, or information to users who interact with theirbrand.(b) This way, Wechat becomes an extension of theBrands own CRM System

Sadly, many Brands do not fully utilise the sheermarketing power of Wechat and resort to simply massbroadcasting posting content via large fan bases a laFacebook or Weibo style: a negative Wechatexperience for all parties.In case you might have missed it; people HATEspan, Chinese seem to hate it even more soAn example, a very strong feature unique to Wechat:MOMENTS.This is an indirect channel where content can beshared among users, can be thought of as \"organic\".However to capitalise on this, brands must createcontent that is interesting, useful and relevant to theirtarget audience.

Now, Wechat has an ANALYSIS function inside the app which helpsBrands define precisely who their target is and create contentspecifically for her.So it is really rather very stupid just using the thing as another SPAMblaster when, with a little bit of time and effort it can a goldenmarketing opportunityAny thing else is just a waste, plus the developers, TENCENT havewarned against this. They of course have a vested interest, if the publicperceive Wechat as just another intrusion into their lives by spammersand cowboy marketers they will abandon it, which is contrary toTencent's strategic plan.So really, there is no excuse for not using Wechat as a great marketingtool either yourself or via an agency such as us, if you do so, then yourun the risk of Tencent terminating you.

Other interesting Features Of Wechat for Business:Scanning: Used to scan QR codes and bring on lineusers off line - into stores [020]. A vital way forconsumers to interact with brands on many levels.Micro blog: Wechat runs on HTML5 allowingdevelopers to create pages inside the app for aninteractive format. Audiences engage intimately andactively by being involved with the activity or sharing.Search: Wechat offers a very simple search enginefor finding material inside the APP which, when set upusing SEO tools helps Brands \"be found\".

Games, online Payments,Coupons: On linepayments maybe improved or deleted in the future.Data: Wechat's \"back stage\" control panel accessesdata about users and followers, can be collected,collated and used in on going marketing. A feature isLOCATION which can be included into HTML5 pagesor games providing Value Added features by directingfans to a sales point or off line location close to them.Shake: Not strictly part of the OA but can be used todirect fans to SHAKE their phones at set times to winprizes. Useful as an excitement generator.

Which Businesses are using Wechat in China?A vast number of businesses use Wechat, from domestic Chinesecompanies to Global Brands, from huge multi nationals to SME's.Although not featured here, “Starbucks” uses Wechat extremelywell both to drive its Brand and O2O -- move on line traffic in store

Wechat by the Numbers:



How does it work?People see your QR code in adverts,magazines, subway trains, airports, instores, business cards any public place andscan the code to become a follower or fan.

Once they become fans satisfy them with precise marketinginformation you know they are looking for, they can interactdirectly with you strengthening your Brands loyalty.

Which Wechat account is right for you? Currently there are 4 Wechat accounts offered for business use, classified OA [official accounts] as distinct from the day to day personal account. There are also different set up options within accounts, not always easy to determine which one suits your needs best. We are happy to advise and can assist , or apply on your behalf as part of our Full Operational Service.

A quick overview of the 4 main strata:Service:An API driven account where brands can develop their own Wechatmicro-sites, offer promotions and receive enquiries. The emphasisis on SERVICE so broadcasting is restricted to one message perweek. Tencent have made several comments suggesting they do notwish Bands to use Wechat simply as a mass broadcast tool.Subscription:A good platform for building followers and customer loyalty.However it is restricted to one broadcast message per day. [reTencent's emphasis on SERVICE not SPAM]

Business:Provides unlimited broadcasting of messages, consequently manyBrands use it as Spam device. It is especially popular in countriesthat have strict Email regulations, such as Singapore.Message receive top billing in users accounts so are more likely tobe clicked. Currently applications need to be made in ChinaAdvertising:Useful for Brands with an E-com platform on Wechat as itenables finer user tracking, age, gender, region.However it is currently restricted to Brands with 100,000+followers. It is also a fee based account around impressions.

Can I set up and manage my own Wechat account?Yes!You can, many people do and do it very successfully. If you have fairChinese language skills, enough free time and are prepared for a \"leantime\" at the start as you learn then go for it.This is a good scenario for small businesses just starting that have timeto experiment and develop. However, just like Twitter, G+ etc, it is atime consuming task, especially if you want to use Social Media togrow your business.Of course if you want to truly exploit all the functionality and massivepower of Wechat, or time is an issue, then maybe hiring someone is alogical conclusion. There is no shortage of Wechat “experts” in China,some are recent grads who can't find a job and see it as an easy touch,others have developed from the old SEO Scam business with a tenthitched to a star. Chose with care

Selecting a Good Wechat Partner?Luckily there are any number of really top class MarketingCompanies here who have an in-house Digital Marketingteam. [be wary of agencies or consultancies- they oftenoutsource your work with or without telling you].As a guide, Chinese companies sometimes have the hometurf advantage over the \"Famous\" Global Brands, who havegreat creative people but lack expertise and local knowledgeso again, may outsource Digital.If you can, try to meet \"The Team.\" Sure, a group of seniorpeople in suit and tie is very impressive and sets a nice \"solid,professional, trustworthy\" feel, but Digital is a young personsfield, especially young females in mobile and Wechat.They eat, sleep and breathe with their devices. No amount ofmaturity can make up for actual hands on experience.

Does Location Make a Difference? As a Beijing company we would like to say YES. Beijing based companies are best.BUT, this only seems important to Chinese CEO's andCMO's, and then, just the \"Old School\" who believeBeijing, Shanghai and Guangzhou companies aresuperior.In truth, horses for courses, if your business andclientèle is based in Wuhan, then it makes sense toengage someone there.Just be aware that in the smaller cities, knowledge,skills and access to great people is limited. [Brain drainto the big cities]

Quick SummaryWechat is not just another Twitter etc but is an extremely powerfulbranding and CRM tool – the [current] #1 marketing tool in China with agrowing number of western brands deploying Wechat.Wechat is relatively easy and free to set up and use, there is a learningcurve involved. Hiring staff or a Wechat Operation company is a goodidea if time and skills are short in your organisation, but quality variesso do a thorough background check before hiring.Wechat offers a variety of formats in the Official Accounts family butwhich ever option you chose, always remember the Golden Rule ofWechat and SMM in general. CONTENT is QueenMake sure that what you provide via Wechat is actually useful,relevant, interesting and adds value TO THE READER, not you.If your aim is just to pump out as much self absorbed, self servingBrand rubbish then maybe you need to rethink your strategy.

Why choose WP-Activ - known as Bicyu since 2017- to Operate your Wechat?Flexible SolutionsWe do not, will not try to push you into an expensive, long termcontract. You can chose whatever best suits your needs or create abespoke solution together. Our training arm offers in house AngelTraining [mentor on the job]. You get the best of both worlds.We are localWe are Euro – Sino based in China since 2003, we know ChinaMarketing and grew up with Wechat. We are at the bleeding edge oftechnology and thinking. Our Director -founder is a native Englishman,a foot in both cultures with oversight on all accounts.

Proven Track RecordWe are a registered Beijing Company, and let's be blunt,China is known for some sharp business tactics. There areWechat\"experts\" on every street corner, a bit like the oldSEO scammers. We are well known and respected. You are in GREAT company~ Trusted by these and other brands since 2003 Please; Contact us for assistance Wechat Operation -member of the Bicyu Group