The lessons learned from brands in China (on WeChat) offer important clues to Global marketers on how conversational, social marketing will evolve through Facebook Messenger, iMessage, WhatsApp, Apple's iMessage...etc.

1. INSIGHTS ON THE FUTURE OF MARKETING
5

2. BRANDS ON WECHAT ARE
GAINING UNIQUE INSIGHT
INTO THE FUTURE OF
MARKETING.

3. WECHAT
REPRESENTS
34% OF CHINA’S
MOBILE NETWORK
TRAFFIC.
FACEBOOK SITES
ACCOUNT FOR 14.1% OF
US MOBILE TRAFFIC.
Source: CAICT WeChat Impact Report 2017
AND OWNS 70 MINUTES OF THE
200 MINUTES (AVE.) PER DAY
SPENT ON MOBILE PER USER.

4. 1.0 BILLION MAU
A MOBILE FIRST
ECOSYSTEM
800m WeChat Pay
ACCOUNTS &
MINI-PROGRAMS
(Brand Presence)
MOMENTS
STREAM
(Social Media)
SOGOU
& WOM
(Search, Discovery)
WECHAT PAY
& JD.COM
(Ecommerce, Sales)

5. FUTURE OF MARKETING
The future of marketing is being revealed thru WeChat

6. FUTURE OF MARKETING
Reshaping O2O retail …connecting to mobile identity/data

7. FUTURE OF MARKETING
Leveraging automation (AI/Bots) to offer personalization at scale

8. FUTURE OF MARKETING
Providing seamless payments to connect social x commerce.

9. GLOBAL ECOSYSTEM
DESKTOP FIRST
WEBSITES
(Brand Presence)
FACEBOOK
(Social Media)
GOOGLE
(Search)
AMAZON
(Ecommerce, Sales)
FRAGMENTED

10. Source: BI Intelligence 2017, Networks, Apptopia, TechCrunch
Big 4 Messaging Apps:
WhatsApp, WeChat, Messenger, Viber
Big 4 Social Networks:
Facebook, Instagram, Twitter, LinkedIn
MESSAGING APPS OVERTOOK
SOCIAL NETWORKS IN 2015.

11. WECHAT LEADS BUT THERE’S
GROWING MOMENTUM WITH
GLOBAL PLAYERS.

12. 1
CONVERSATIONAL SOCIAL WILL RULE

13. “FOR THOUSANDS OF YEARS WE
KNEW EXACTLY WHAT MARKETS
WERE; CONVERSATIONS BETWEEN
PEOPLE WHO SHARED THE SAME
INTERESTS. BUYERS HAD AS MUCH TO
SAY AS SELLERS. THEY SPOKE
DIRECTLY TO EACH OTHER…”
Cluetrain Manifesto

14. B
SHOTGUN APPROACH TO SOCIAL
BRAND
BROADCASTS
TO ALL
Blanket messaging thru social channels is reaching its limits …engagement is in decline.

15. SOCIAL CALENDAR OR
BROADCAST SCHEDULE?

16. READING RATES ARE
DROPPING QUICKLY FOR
OFFICIAL ACCOUNTS.
ARTICLE OPEN RATES
DROPPED FROM 15% IN 2015
TO BELOW 5% IN 2017.
Source: Newrank, Weixinhost, Weihudong

17. B
SEGMENT
SPECIFIC
MESSAGES
MOVING TOWARD ONE-TO-ONE
Success rests with increasing relevance of messaging (being more targeted).

18. From basic data on registration …to deeper insights after repeat engagement.
DATA COLLECTION WITH sCRM SYSTEM
WHEN USER FOLLOWS US INTEREST-BASED ACTION-BASED
Open ID Interest - Article Reads / Exits Follow/Un-follow duration
Avatar Picture QR Codes in Articles Follows over multiple accounts
Avatar Name (Declared) H5 & Mini-App Interactions QR Code Sources - Tracking Codes
Gender (Declared) Menu Interactions Chat Message Log from User
Location: City/Country (Declared) WeChat Transaction Data
IP-based Location (H5 Interaction) Coupon Usage
Device Location (Every 5 Seconds)
*Requires Consent
H5 Interactions - Clicks/Sessions/Sales
Similar data can be collected
(referenced) through “Open
Conversations” on Facebook
Messenger.

19. TAGS
CONTENT
BRAND x PRODUCTS
INTERESTS
OTHER PRODUCTS/BRANDS
PERSONA
About persona and how they
relate to our brand….
AUDIENCE DATA STRUCTURE
BASIC SEGMENTATION
Based on existing customer
data, interviews, purchase info.
1
TAGS TO REFINE
Refined, organized based on
user data (tags) from WeChat
2
ENHANCED, EXPANDED
Correlating keywords (tags), to Weibo,
Baidu … = personalized content plans.
3
Location
Gender
Development of customer segments (personas).

20. CRM - AUDIENCE SEGMENTATION
Matching content & offers to the correct audience groups (personas)
HOME CITY
SHENZHEN
AGE
25-30
GENDER
FEMALE
SHOPPING CHANNEL
“RED”
TAGS
CONTENT
HER STYLE
WHAT’S FUN FOR HER
HER STUFF
Tina is super stylish and cool,
always on the edge of fashion
and what’s new. She leads
trends with friends and online
followers alike and lives a
fearless lifestyle, pushing
herself to the limits,
“TINA TATTOO”
PERSONA
DESTINATIONS
HK, JAPAN
TT

21. HOME CITY
BEIJING
AGE
50+
GENDER
MALE
SHOPPING CHANNEL
OFFLINE
TAGS
CONTENT
HIS STYLE
WHAT’S FUN FOR HIM
HIS STUFF
Larry is a high-value customer
for our legacy products. He’s a
C-Level manager in an MNC -
and travels globally - making
him a customer we want to
engage with in China and
Overseas.
“LAOBAN LARRY”
PERSONA
DESTINATIONS
HK, SEA, EU
LL
CRM - AUDIENCE SEGMENTATION
Matching content & offers to the correct audience groups (personas)

22. 2
JOURNEYS ARE OFFLINE & ONLINE

23. BRAND POS & ADS
ONLINE - OFFLINE JOURNEYS
INTERACTION PATH
Enter/Exit
Shop
Brand
Collateral
BRAND POS
User-get-user
Opportunities
Account
Binding
User assigned
unique QR
code
PRODUCTMESSAGING
Personal
Stories &
Promotions
Location
Based
Messages
Unboxing
TT
User friends,
participation
Answers to on-
boarding Q&A
Products, topics
of interest
Locations Products
purchased
Location of
connect
ADDED TO
SOCIAL CRM

24. UNIQUE QR CODES AS “TAGS”
TO TRACK CONNECTIONS WITH AUDIENCES, MEDIA AND TOUCH POINTS.
PER CHANNEL/MEDIA
PER PRODUCT
PER AUDIENCE
PER LOCATION (SHOP)
PER CUSTOMER REP
PER MOMENT

25. OUT OF HOME ADS, BILLBOARDS
QR CODES LINK TO BRAND ACCOUNTS.
SCAN QR CODE TO
FOLLOW US ON WECHAT
B

26. INFLUENCERS/KOLS
QR CODES LINK TO BRAND ACCOUNTS.
SCAN QR CODE TO
FOLLOW US ON WECHAT
B

27. PER SHOP QR CODES
QR CODES LINK TO BRAND ACCOUNTS.
SCAN QR CODE TO
FOLLOW US ON WECHAT
B

28. INTRODUCE A FRIEND, WIN A
VISIT TO OUR SHA EVENT. WIN
GREAT, STYLISH ESCAPES
FOR CREATORS
LEADING
TO SALES &
LOYALTY
CLOSER CONNECTIONS …LEADING TO ENGAGEMENT & WOM
CUSTOM MESSAGES PER PERSON/SEGMENT
COOL SUMMER GEAR!

29. THRU PRODUCT PACKAGING
QR CODES & MESSAGES ON PACKAGES/PRODUCTS.
B

30. 3
FIRST IMPRESSIONS MATTER

31. BY WAITING FIVE MINUTES TO
RESPOND AFTER REACHING
OUT, THERE’S A 10X DECREASE
IN ODDS OF ACTUALLY GETTING
IN TOUCH WITH THE LEAD.
SPEED & RESPONSIVENESS
MATTER!
Source: Harvard Business Review

32. A CRITICAL WINDOW FOR CONNECTING WITH AUDIENCES
THE FIRST 24 - 48 HOURS
ACCOUNT
FOLLOWED
UNLIMITED MESSAGES
TO NEW FOLLOWER
48 HRS
NORMAL ACCOUNT
BROADCAST LIMITS
COLLECTING DATA
FOR A CLEAR VIEW
OF CUSTOMER.
The rule on Facebook Messenger
is 24+1 …providing brands a clear
window to interact.
< 5mins

33. BRANDS ARE QUICKLY
TURNING TO BOTS TO
MANAGE CONVERSATIONS
AT SCALE.

34. CASE STUDY: BEAUTY RETAILER
PERSONALIZED CONTENT PER SEGMENT.
Chatbot Q&A to
understand needs.
2016 MO DAY BRAND
Brand Skincare Support
Hi Tina. Thanks for following us.
We’re here to help you with your
beauty needs.
What is your skin type?
1. Dry
2. Oily
3. Balanced
Dry Skin
Here’s an article you might find
useful about how to find the right
products for your skin type.
Thanks.
B
B
B
ARTICLE: 10 TIPS FOR DRY SKIN.
B
SKIN TYPE 1
SKIN TYPE 2
SKIN TYPE 3
Followers Segmented
by needs/goals.
Data recorded
instantaneously
to CRM system -
As tags on
audience profile
Source: JING Social
INCREASE IN SALES
CONVERSION RATES.
23%
DECREASE IN “UN-
FOLLOWING” RATES.
39%

35. BARKBOX
TWITTER
The Barkbox chatbot experience allowed potential new customers to engage in a
way that mattered for their puppies. Would-be customers were guided through a
fun profile creation process on a Twitter Bot …focused on what’s best for the
customer’s puppy. The program resulted in 72% completion rate for enrollment …
helping to make the experience more personal (providing Barkbox with valuable
information to maintain engagement).
INCREASE IN
COMPLETION OF
ENROLLMENT
72%

36. 4
CONTEXT IS KING

37. TIME PLACEPERSON
RELEVANCE ON SOCIAL
IS ABOUT CONNECTING CONTEXT WITH USEFUL CONTENT
INTERESTS
SCENARIOS
& GOALS

38. AUDIENCE SCENARIOS = BESPOKE CONTENT
CONTENT FORMULA PER SEGMENT (PER PERSON) BASED ON CONTEXT
LOCATION
LOS ANGELES
GOLF EXCURSION
ART DISTRICT

39. SCENARIO PLANNING
WeChat Mini-Programs represent clear cut opportunities for brands to help solve
audience challenges - in the form of scenarios. Smart brands are solving problems for
audiences through these apps in WeChat; how to improve health/fitness, guides while
traveling/fashion/work… providing tips/tricks/hacks for important needs/goals.

40. NIKE TRAINING CLUB
WECHAT MINI-APPS
WECHAT
Nike’s Training Club (NTC) has setup a mini-program as fitness app on-the-go with
customized fitness/workout tutorials & tracking.

41. AUDIENCE SCENARIOS = BESPOKE CONTENT
SUPPORTED BY DATA FROM SOCIAL CRM TO CUSTOMIZE EXPERIENCE
GOALS
HEALTH
HIKING/WALKING
YOGA

42. SOCIAL CONVERTS TO SALES
5

43. SAY IT WITH STARBUCKS
ON WECHAT
In early 2017, Starbucks developed its communications and service initiative; “Say it with Starbucks.”
Together with WeChat, they gave audiences an alternative to sending ‘lucky money’ - allowing users to send
Starbucks’ coupons in appreciation of good friends.
Integrated directly into WeChat Wallet, the service had a high-visibility start, being featured among a very
few services inside the ‘wallet.’ It was also accessible through the WeChat official account ...and audiences
were served ads in their “Moments” social stream. Starbucks further promoted the campaign in their shops
across China, using QR codes, in-store communications and rewards.

44. ARAMARK BOT ORDERS
APPLE BUSINESS CHAT
US Food & Beverage operator, Aramark implemented a pilot program in 2018 at the Philadelphia Baseball
stadium - to allow Phillies fans to order drinks for in-seat delivery via Apple Business Chat.
Fans were invited to connect to the Chatbot from QR codes at their seats. Once on the iMessage Chatbot,
they could order and pay for drinks (without having to get up and get in line). Further, the Bot remembered
their previous orders so that re-orders could be done with one-click.

45. totem media
Chris Baker, Managing Director
Email: chris@totemmedia.co
www.totemmedia.net
THANK YOU