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We Chat About WeChat - EN
We Chat About WeChat - EN
We Chat About WeChat - EN
About MSLGROUP
We are a Next Generation Agency that creates and celebrates big ideas and communications solutions in the digital age.
Boundless thinking, innovation driven by insights and an entrepreneurial spirit excite us. We are relentless truth-seekers
and collaborate widely to discover pearls of wisdom.
MSLGROUP is Publicis Groupes strategic communications and engagement agency and advisors in all aspects
of communication strategy: from consumer PR to financial communications, from public affairs to reputation
management and from crisis communications to experiential marketing and events, with more than 3,500 people
across close to 100 offices worldwide.
We deliver multi-channel creative programs for more than 25 of the worlds top 100 brands, as well as advise them on
critical business issues. The group offers strategic planning and counsel, insight-guided thinking and big, compelling
ideas followed by thorough execution.
In 2013, The Holmes Report recognized MSLGROUP as the Best Corporate Consultancy in the World and Asia
Pacific Consultancy of the Year. In the same year, Campaign Asia named MSLGROUP PR Agency Network of the
Year for the second consecutive year (2012 and 2013).
MSLGROUP has the largest PR, social media and events teams in Greater China (12 offices and 800+ professionals)
and includes brands MSLGROUP, Genedigi Group, Luminous Experiential Marketing Communications, and King
Harvests. MSLGROUP China has remained the fastest-growing PR and social engagement consultancy in China since
1994. Our specialist full-service international firm counts 200+ staff in Beijing, Shanghai, Guangzhou and Chengdu.
We were named China Agency of the Year twice in the last four years by The Holmes Report. MSLGROUP China
has also won accolades from the International PR Association, China PR Association, the International Business
Awards, and Chinas New Media Festival.
Contents
1
Contents
Foreword
12
18
23
Foreword
Sina Weibo
Renren
Qzone
Momo
Additional Reading: The development of mobile Internet and its transformative effect on Internet applications
Internet behavior can be categorized into three needs:
11
In the 1990s, search engines satisfied the need for information and traditional IM tools such as QQ satisfied the
need for social interaction, yet there were few high-level Internet services.
The rapid development of the Internet at the beginning of the 21st century introduced online retail and financial
services, which hastened the growth of Internet services. The development of the PC and mobile devices further
changed needs.
The launch of Xiaonei.com in 2005 marked the emergence of social network services (SNS) in China followed
by Kaixin.com. Weibo represented the latest service, which has grown exponentially demonstrated by massive
uptake on mobile devices. We believe SNS merges two needs: the need for information and the need for social
interaction, a development that has been termed Internet crossover. However, Weibo cannot replace services
offered by websites, which is becoming increasingly mature as they combine mobile Internet with applications.
The birth of WeChat marked the second Internet crossover, merging the needs of information, social interaction
and service under one platform. While WeChat is constrained by the nature of its platform and cannot match the
functionality of websites, it has satisfied the needs of Internet users in a new way.
13
15
Positioning a WeChat
account based on your unique
selling points
In this section we will discuss the role WeChat can play
in a companys overall communication program.
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A service account or a
subscription account?
With WeChat 5.0, many companies have asked which is
better: a service account or a subscription account. The
reality of subscription accounts is click-through rates
are much lower than non subscription ones. Likewise,
information published on service accounts is limited
to only a few times a month, which worries marketers.
From our point of view, this isnt a significant problem.
Unlike Weibo, which is a channel for information
dissemination in an open social environment, WeChat
can be regarded as a key channel for passive marketing.
Subscription
Account
Once a month
Daily
Customizable
menu
Yes, up to 15 items
No.
Supports page
pushing, including
external links.
Supports images
and text, does not
support external
links
Functionality
Programmable
responses
Auto-response
based on key word
Able to develop
applications, as
well as offers
full range of
WeChat services
such as location
information
Able to develop
applications, but
not completely
synched with
WeChat services
Frequency of
information
Gaining subscribers of
public accounts
accounts
19
Managing comments on
WeChat
Whether youre managing a subscription account or
service account, after building a user base, you will be
faced with the issue of responding to comments from
members.
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23
Understand how social media platforms fit into your marketing mix. WeChat and other social media
platforms have key differences. Understand what they are and how they can play a role in your marketing
program.
2. Plan with the end in mind. Determine your key communications objectives with WeChat and design
performance indicators with measurable targets. In the case of internal communications, engage the
relevant stakeholders and ensure you have adequate support to benefit target groups.
3. Generate content that is relevant, meaningful and useful. A WeChat account is only as strong as the content.
Make full use of resources to recruit new members.
4. Measure, assess and refine. Continuously re-evaluate your account and make improvements as needed.
5. Focus on the user experience. The intense focus on user experience sets WeChat apart from other social
media platforms, therefore companies need to abide by honing in on the details.
Last words
The emergence of mobile marketing has injected some excitement for marketers as they balance multiple channels
that mix online and offline worlds. Specifically for WeChat, it offers companies a viable touchpoint for consumers
who can bypass traditional online commerce.
This whitepaper is the result of the experience we have gleaned developing and implementing WeChat programs
for clients over the last nine months. Our views may not be comprehensive and may not apply to every industry.
However, we hope this adequately captures a cross-section of views from diverse industries to provide you with a
strong foundation to pursue a WeChat program.
DEREK DONG
YUKI YANG
Sina Weibo @ MSLGROUP China
E. Derek.dong@mslgroup.com
T. +86-10-8573 0688
E. Yuki.yang@mslgroup.com
T. +86-20-8767 3479