optimizing your wechat strategy through data & analytics
TRANSCRIPT
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Who We Are
x
LEADING BRANDS’ DIGITAL TRANSFORMATION LEVERAGING DATA TO INCREASE BRAND AND
BUSINESS PERFORMANCE
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What We Are Hearing Right Now
“We don’t really know who our fans are and whether or not
they are qualified”
“We have a big fan base but low engagement. How do we get
people to interact with us?”
“We’re spending lots of money on Wechat but we’re not
seeing any tangible brand and business impact”
“We’re trying many things on Wechat but we don’t have the
right metrics to know what works or what doesn’t”
“We find it hard to integrate Wechat in our current technical
and analytics infrastructure”
Wechat presents
tremendous opportunities
for brands but also
generates many
frustrations
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The Evolution Of Wechat Makes Analytics Critical To Unlocking Efficiencies
EARLY CONTENT EXPERIMENTS INTEGRATED CONTENT +
COMMERCE + CRM PLATFORM
MARKETING MATURATION
“We need an H5 for our campaign” “We need KOLs and ads to drive
fan growth and article views”
“We need to drive actual sales and
see real ROI”
Wechat is moving away from organic content. Growth will come from
personalized outreach, commerce and CRM integration. This new paradigm
makes data central to any brand’s Wechat strategy
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“You can’t customize the experience for different followers”
“You only get 4 messages per month on service accounts”
“Every follower will see the same menu”
“We can’t track users between our different Wechat accounts”
“The only data we can get on articles is reads. We need to
build an H5 to get more data”
“We can only get very limited data on our followers (gender
and city)”
And much more…
We See Many False Assumptions About What Can Or Can’t Be Done On Wechat
Many brands under-
estimate how far Wechat
has come and what is
possible with good
analytics
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What We Will Answer Today
1. What kind of data can you capture through Wechat?
2.
3.
When and how can you capture this data?
How can you use this data?
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What We Will Answer Today
But First Let’s start with a practical
example
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Doing What You Preach
Before this presentation
you were asked to scan our
QR code to follow our
Wechat account.
Throughout this event, we
will be using Wechat to
collect data about you and
engage with you
What We Know
Who is attending?
When did you arrive?
What is your gender, preferred language and city of origin?
What is your name, industry, position and satisfaction with your current
Wechat analytics solution?
Are you interested in a similar event in France, HK, New York or London?
How we use it
Better understand who are audience is for our events to adjust our content
in the future
Adjust language of posts according to preferred language
Integrate your name in push messages to build a more personal relationship
Adjust the type of article we send you depending on your position
Adjust the articles featured in the menu depending on your position
Perform 1 to 1 outreach to promote our future events based on your interest
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OpenID
Subscribe Time
Gender
Language
City/Province/Country
Location (home city and live location)
Menu clicks
1 to 1 message content
Article click through rate
Session time and duration
What Data Points Lie Behind These Screens?
Account menu and chat feed
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What Data Points Lie Behind These Screens?
ArticleID
Title
Users
Page views
“Read more” clicks
Channels for sharing (private chat, moments…)
Number of shares
Numbers of comments
Numbers of favorites
Traffic to H5 site
Traffic sources to article (chat, moments, brand account…)
*All the metrics above are aggregated data. No user level data available. Article page
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What Data Points Lie Behind These Screens?
OpenID
UserID (customerID)
Product page views
Video views
Add to cart
OrderID
H5 site
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Wechat Can Yield Data Across 3 Key Dimensions
FOLLOWER PROFILE IMPACT OF BRAND ACTIONS
Ex:
• Gender
• Native language
• Home city
• Current location
• Social influence
• Device
• Phone number & email
• …
Ex:
• Preferred content
• Product affinity
• Transaction history
• CRM status
• Account creation
• …
FOLLOWER QUALIFICATION
Know who your followers are Know your followers’ likes, dislikes
and where they stand in their
customer journey
Measure the impact of various brand
actions to prioritize investment
Ex:
• Performance of different types of
articles with different audiences
(reach, engagement and conversion)
• Role of each touch point in driving
Wechat recruitment (fan origin
tracking)
• Performance of promotional H5
• Performance of Wechat e-commerce
storefront
• …
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Clearly Differentiating Environments: Within And Outside Brand Territory
OUTSIDE THE BRAND TERRITORY WITHIN THE BRAND TERRITORY
Newsfeed Official account H5 webpage Article
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How To Track Different Data Points Across Environments?
OUTSIDE THE BRAND TERRITORY WITHIN THE BRAND TERRITORY
Newsfeed Official account H5 webpage Article
Behavior
s
Data
points
Tracking
method
• Click on sponsored link from ad
• Click the account’s name in post shared on moments
• Impressions
• Clicks
• Media sources
• UTM parameters
• Wechat native tracking
• No GA code allowed
• Follow/unfollow
• Menu clicks
• Article opens
• Send direct message to brand
• OpenID
• Subscribe/unsubscribe time
• Gender
• Region/city/location
• EventKey (menu click)
• Telephone, email, customerID
through 1 to 1 message
• Wechat native tracking + API
• No GA code allowed
• Page views
• Click on Read More
• Share
• Add to favorite
• ArticleID / Title
• Pageviews, Users
• Clicks on Read More
• Shares
• Add to favorite
• WeChat native tracking + API
• No GA code allowed
• Page view
• Video watch
• Account creation
• Purchase
• Share
• UserID
• OpenID
• VideoID
• CampaignID
• ProductID
• TransactionID
• Revenue
• Google analytics
Back Office
• Telephone
• Birthday
• Address/email
• TransactionID
• Name
• CustomerID
• Purchase history
• Refund
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Ensuring Data Matching Across All Databases
OUTSIDE THE BRAND TERRITORY WITHIN THE BRAND TERRITORY
Newsfeed Official account H5 webpage Article
Behavior
s
Data
points
Tracking
method
• Click on sponsored link from ad
• Click the account’s name in post shared on moments
• Impressions
• Clicks
• Media sources
• UTM parameters
• Wechat native tracking
• No GA code allowed
• Follow/unfollow
• Menu clicks
• Article opens
• Send direct message to brand
• OpenID
• Subscribe/unsubscribe time
• Gender
• Region/city/location
• EventKey (menu click)
• Telephone, email, customerID
through 1 to 1 message
• Wechat native tracking + API
• No GA code allowed
• Page view
• Video watch
• Account creation
• Purchase
• Share
• UserID
• OpenID
• VideoID
• CampaignID
• ProductID
• TransactionID
• Revenue
• Google analytics
• Telephone
• Birthday
• Address/email
• TransactionID
• Name
• CustomerID
• Purchase history
• Refund
Back Office
PII (personally identifiable information) data
to allow future retargeting and reactivation
Matching keys across
databases
• Page views
• Click on Read More
• Share
• Add to favorite
• ArticleID / Title
• Pageviews, Users
• Clicks on Read More
• Shares
• Add to favorite
• WeChat native tracking + API
• No GA code allowed
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Wechat data spans 2 key categories: data captured and data generated. Brands need to be active on both fronts
Doing Both Data Capture And Data Generation
CAPTURED DATA GENERATED DATA
Collecting and tracking the data that your
users unconsciously leave behind when
interacting with your Wechat account.
Getting your followers to proactively give
away more data about them.
Ex:
• Clicks on a menu item
• Follower gender, city and language
• Visits to H5 site
• H5 page shares
• Recruitment source (through unique QR code)
• …
Ex:
• CRM status
• Detailed personal information (Ex: profession,
interests…)
• Advanced contact information (Ex: phone
number, email…)
• …
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Data Generation Is Critical To Ensure Accurate Tracking Across Environments And Match Users Across Different
Databases
PII (Ex: phone number, email)
or customer ID sharing via
User shared an H5 page in a
chat or moments and this
share can be linked back to
him
User creates an account/logs
in/fills a form on an H5 page
User completes a purchase on
an H5 page
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“Data Generation Opportunities” Must Follow 3 Principles To Be Effective
1. CONTEXTUALLY
RELEVANT
2. SIMPLE 3. REWARDING + +
The request is made at the
right time in the user journey
Ex:
after purchasing a skincare set,
customers get a call to action
inside the packaging asking
them to register their product on
Wechat to verify authenticity
Data sharing is easy and does
not require too much efforts
from users
Ex:
registration is made easily by
scanning a QR code inside the
packaging
There is a clear incentive for
sharing data with, if possible,
an immediate reward
Ex:
after registering their product
followers get a 50RMB Wechat
coupon redeemable immediately
on the Wechat storefront
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Capturing The Window Of Opportunity In The First 48 Hours
The first 48 hours are
absolutely critical to
generating data that can
lay the basis for an optimal
experience going forward
Brands can use their service account to sent an unlimited amount
of 1 to 1 messages to fans in the 48h following either account
following or an interaction (Ex: send direct message, complete
payment, request Wechat customer service etc…)
HOW TO DO IT - EXAMPLES
Welcome message with clear CTA to share information
Autoreply menu or H5 survey for follower profiling
Enrich CRM database: call to action for Wechat CRM binding
with immediate reward (Ex: “Get 1,000 points for binding your
loyalty card to Wechat”)
Capture new members: call to action for sign up and personal
information binding with immediate reward (Ex: “Get a 50RMB
coupon for binding your Wechat account”)
Call to action to register product through Wechat
Initiate 1 to 1 conversation through the chat feed
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Wechat Data Can Be Used Across 3 Key Dimensions
SEGMENT PERSONALIZE CONVERT
Group your followers into relevant
segments to enable more precise
targeting of content and offers
Create different Wechat journeys
for different follower groups
Convert followers more
effectively through targeted calls
to action and personalized offers
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Segmenting Your Audience
Group your followers into
relevant segments to
enable more precise
targeting of content and
offers
EXAMPLE OF SEGMENTATION CRITERIA
Recruitment source
Gender
City
Current location
Product affinity
Past transactions
Social influence (measured through number of clicks on past
content shared on moments)
Menu clicks
Past interactions with brand content
CRM status
…
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Personalizing The Wechat Experience
Create different Wechat
journeys for different
follower groups
EXAMPLE OF EXPERIENCE PERSONALIZATION
Menu links personalization
Push message content personalization (optimize usage of your
message quota)
Language choice based on follower profile
Personalized Wechat customer service (CS representatives can
access full consumer profile and history)
…
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Driving Conversion
Convert followers more
effectively through targeted
calls to action and
personalized offers
EXAMPLE OF CONVERSION MECHANISMS
Re-targeting inside Wechat through individualized CTAs based
on past interactions
Re-targeting outside Wechat through targeted media buy based
on Wechat behavior
Personalized promotions or Wechat coupons based on fan
interest
Up-sell offers integrated as part of purchase confirmation
messages
…
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Example – What Could This Mean For A Hotel Brand
SEGMENT PERSONALIZE CONVERT
Segment between same city
residents and inbound
travellers through capture of
profile data
Segment between business
and leisure travellers through
a welcome message and
auto-reply survey
Identify frequent travellers
through Wechat + booking
engine integration
Push specific content to same
city residents about F&B and
other ancillary services (Ex:
SPA)
Adjust menu links between
same city residents and
inbound travellers • Quick access to fast track
booking and reservation
management for inbound
travellers
• Quick access to F&B and
ancillary services content for
same city residents
All people who complete a
booking through the Wechat
storefront get a CTA to book a
F&B package with an
immediate 5% discount
Female same city resident are
targeted with a time limited
promotion for a SPA
“staycation” (1 night + full SPA
session + F&B package)
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Getting Started: A Practical Framework For Action
FRAME DEFINE ASSESS BUILD RUN
Consumer behavior: how is
Wechat used and integrated
in the customer journey?
Brand objectives: how do we
want to build brand equity?
Desired brand experience:
what kind of brand
experience do we want to
create?
Wechat use cases: where and
how do we want to integrate
Wechat in the brand
experience?
Data capture needs: which
are the key data points we
need to capture to match use
cases?
Data usage scenarios: how
are we going to use data to
build the Wechat experience?
Data need gaps: what data do
we currently have vs what we
need?
Technical need gaps: does
our current analytics solution
and technical infrastructure
allow us to get the data we
need?
Technical platform upgrade:
upgrading our analytics tools
and technical infrastructure
Initial data capture: build data
capture opportunities to
profile existing fan base and
assess current performance
Cross-environment
reconciliation: integrate data
across databases (CRM,
transactions…)
On-going data tracking: track
user actions
On-going data capture:
multiply data capture
opportunities
Rapid iteration: find new
creative ways to leverage
data for optimization and
personalized outreach