WECHAT MASTERCLASS AUSTRALIA CHINA BUSINESS COUNCIL BASTION CHINA / JUNE 2018

Transcription

1 WECHAT MASTERCLASS AUSTRALIA CHINA BUSINESS COUNCIL BASTION CHINA / JUNE 2018

2 BASTION S&GO CHINA DOCUMENT ACBC WECHAT TITLE 2018 HOW OVERVIEW WE HELP YOU Bastion China is: We don t rely on rolling out a template. Rather than suggesting a pre-existing plan, We custom design your China engagement that is aligned to your specific objectives. Experienced: We understand issues and opportunities from both the Chinese and Australian perspective Transparent: We are plain speaking and candid with each other and with our clients Engaging: We are helpful, thoughtful, considerate and cooperative and aim to build relationships with Acting as your right hand, we support, guide clients rather than just deliver transactions and and challenge your business to think beyond outcomes. the traditional paths to engaging with the China Relevant: market. We. We do help this clients because understand the path to and China build their China relationships to remain relevant in this is a layered mosaic that requires intersecting rapidly evolving new world and marketplace. your objective with target customer needs. Bastion China delivers high-impact and effective Chinese marketing and communication campaigns that help clients better understand, engage and succeed in the China market. We provide: Market Research: market insights, audience / customer research, competitor analysis China Engagement Strategy: in-house counsel, key stakeholder relations, China Blueprint workshop, Chinese branding workshop, Chinese social media training, audience segmentation, communications channel and content strategy Chinese Marketing Delivery: WeChat and Weibo management, WeChat mini-app and H5 design, Chinese SEO / SEM, live streaming, e-commerce and Chinese payment gateways, translation, Chinese PR and media events, sponsorship and partnership, VIP events and offline activations 2

3 BASTION CHINA CREDENTIALS / BASTION COLLECTIVE A bit about Bastion Collective. Founded in 2008, Bastion Collective has grown from a one room operation to become one of the largest, independent, full-service communications agencies in Australia. Our main offices are in Melbourne and Sydney, but we re dipping our toe in Los Angeles and Shanghai too. Bastion Collective has a unique approach to servicing our clients. We re a working collective of specialist companies; each one run by passionate experts who have a stake in their own businesses. Because let s face it, you re more invested in understanding client needs and producing great work if you have skin in the game. Don t get us wrong, we re not just a bunch of individuals beating our own path. We believe that the sum of us beats the one of us and we realise that only by working together can we deliver the right solutions for our clients. Walking through any one of Bastion s yellow doors is a commitment to making each other s lives better; delivering world class solutions that are better every time; and running sustainable businesses. This is our family. We are Bastion Collective. What can we do together? 3

4 UGG (AUSTRALIA) WECHAT ACCOUNT MANAGEMENT & INFLUENCER ENGAGEMENT AUSTRALIAN OPEN MANAGE LIFESTYLE POSTS FOR AO WECHAT ACCOUNT & INFLUENCER ENGAGEMENT VIRGIN AUSTRALIA CHINESE SOCIAL MEDIA & PR MANAGEMENT (WECHAT & WEIBO) SWISSE MARKET RESEARCH AND CHINESE MARKETING STRATEGY FOR PRODUCT LAUNCH COACH CUSTOMER DATA ACQUISITION & WECHAT MEDIA BUY MIRVAC NATIONAL SALES STRATEGY THROUGH WECHAT PLATFORM OLIVER HUME WECHAT BRANDING, CHINA STRATEGY AND ONGOING ACCOUNT MANAGEMENT CAPI IN-HOUSE CHINA COUNSEL & SOCIAL MEDIA CHANNEL AUDIT

5 KEY INSIGHTS CHINESE CONSUMERS & COMMUNITIES 5% DETAILS IN THE NUMBERS AUSTRALIAN POPULATION IDENTIFIES AS BEING CHINESE 60%+ CHINESE CONSUMERS SEARCH ONLINE FOR REVIEWS & RECOMMENDATIONS PRIOR TO PURCHASE 70% CHINESE CONSUMERS HAVE SEARCHED FOR A PRODUCT ON SMART PHONE WHILE IN PHYSICAL SHOP 50%+ CHINESE CONSUMERS SHARE PURCHASES, OPINIONS, EXPERIENCES & FEEDBACK ONLINE 93% CHINESE CONSUMERS SEEK PRODUCT QUALITY WHEN BUYING AUSTRALIAN 60% CHINESE CONSUMERS SEEK PAYMENT CONVENIENCE WHEN BUYING AUSTRALIAN 1.4MIL CHINESE TOURISTS VISITED AUSTRALIA (80% FREE & INDEPENDENT BY 2020) $8,300 AVERAGE AMOUNT CHINESE TOURIST SPENDS IN AUSTRALIA 40% OF CHINESE TOURIST SPENDING GOES TO AUSTRALIAN RETAIL ($3,320)

6 THREE PILLARS OF GROWTH EDUCATION LED The growth of Chinese international students and the importance to the Australian economy highlights an integrated approach across education, tourism, and investment that underpins the depth and strength of building a market segment approach to Australia s local Chinese communities EDUCATION INFLUENCE 185,000 international students 48% of Chinese students stay in Australia to seek employment Up to 75% of all Chinese visitors to Australia are either enrolled in education or have children previously enrolled or are considering enrolling Chinese students contributed $5-6 billion to the Australian economy TOURISM EXPERIENCE 53% of Chinese leisure visitors are repeat visitors 24% of Chinese visitors have been to Australia three or more times Chinese international students spend on average $1,800 on travelling domestically per annum Seeking authentic Australian experience INVESTMENT & EXPORT UNDERSTANDING 86% of Chinese tourists stated that they increased their consumption and purchasing of Australian products after visiting 14% of all families of Chinese students studying in Australia own local real estate 78% of all foreign purchases in NSW (25%) and Victorian (16%) were China pre July

7 BASTION CHINA ACBC WECHAT 2018 WECHAT 101 WeChat is one the world s largest mobile platforms, with over one billion created accounts, and 938 million monthly active users using the app every day to communicate with friends and family, interact with brands and influencers, read news, purchase and sell goods and services, play games, and much more. 3,000,000 AUSTRALIA BASED WECHAT USERS WeChat has become a powerful ecosystem in itself and is revolutionising the business-consumer model. Whether you have existing relationships in China or are seeking to tap into the market, WeChat is your most valuable communication and stakeholder management tool. 938M MONTHLY ACTIVE WECHAT USERS ACROSS THE WORLD 3 million monthly active users in Australia 62% of users speak Chinese as their first language 42% of users reside in NSW 37% of users reside in Victoria 23% of users are distributed across the rest of Australia 34% OF CHINA S DATA TRAFFIC IS USED ON WECHAT 65% OF WECHAT USERS CHECK THEIR MOMENTS EVERY TIME THEY OPEN THE APP WECHAT DISTRIBUTION IN AUSTRALIA 7

8 BASTION S&GO CHINA DOCUMENT ACBC WECHAT TITLE 2018 CHANNELS TO CHINA 8

9 START WITH STRATEGY 1 SHORT TERM 2 MEDIUM TERM 3 LONG TERM DEFINE OBJECTIVES SUCCESS AUDIENCE BUDGET BRAND ESTABLISHMENT & VISIBILITY INCREASED AWARENESS & ENGAGEMENT - RECOGNITION 9

10 WHAT S WRONG WITH 10

11 黑 色 Soy Sauce vat of culture 染 缸

12 BASTION CHINA SHINEWING 2018 ONLINE TO OFFLINE THE OPPORTUNITY China engagement involves a layered matrix of actions. This ensures consumer campaigns focus on building awareness, retaining and growing your customers, and increasing your shareability and online visibility. This delivers an integrated WECHAT & CHINESE SOCIAL MEDIA strategy that generates buzz and ultimately drives loyalty, advocacy, continuous sales and sustainable growth. CHINESE 020 EVENTS CHINESE PR & MEDIA ENGAGEMENT 12

13 CASE STUDY: MELBOURNE CUP CARNIVAL INFLUENCER ENGAGEMENT CAMPAIGN THE ASK Bastion China was engaged by Victoria Racing Club (VRA) to invite 8 Chinese influencers to the Birdcage cocktail party on Oaks Day with the aim to create buzz on Melbourne Cup Carnival (MCC) on Chinese social media. THE EXECUTION Bastion China recommended launching a WeChat campaign to look for the most influential Chinese in Melbourne who will be offered the exclusive opportunity to go to the Birdcage. The aim is to generate awareness and interest of MCC and the Birdcage pre and during the carnival. Bastion China selected five local Chinese KOLs with influences in different areas, including fashion, politics, academy, business and student community, and invited them to the Oaks Day Birdcage cocktail party. The campaign, launched on VRC s WeChat platform, featured the five KOLs as the local Chinese influencer models, and encourage people to showcase their own influence to join these KOLs to the prestigious Birdcage cocktail party. THE OUTCOME 20K+ 11K+ 1K+ WeChat post views Unique engagements New WeChat followers

14 CASE STUDY: MINI COOPER INFLUENCER ENGAGEMENT CAMPAIGN THE ASK Becky Li million WeChat followers (90% female) THE CONTEXT Rebecca Minkoff - 1,200 limited edition bags - sold in 1 week Forbidden City pieces of limited jewellery 700 RMB sold in 20 mins Forbidden City - 10,000 notebooks 66 RMB - within 24 hours THE OUTCOME 100 $30M Cars sold Value to Mini THE COST 25% - 50% commission of sales $5K - $15K campaign cost

15 THE EVOLUTION OF KOLS Knowledge Beautiful cyber 2009 Critics on current affairs 2012 sharing Traditional 2014 stars Diversified celebrities KOLs 15

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19 BASTION CHINA ACBC WECHAT 2018

20 WECHAT CAMPAIGN HEADLINE CALL TO ACTION TRACKABLE ROI

21 BEWARE CLICK BAIT

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23 BASTION CHINA ACBC WECHAT 2018 PREPARE THE BATTLEGROUND 水军 WATER ARMY 五 毛党 50 CENT PARTY PAID POSTERS - READY TO FLOOD BLOGS, FORUM, AND CHAT GROUPS FOR WHOEVER IS WILLING TO PAY FOR BIASED COMMENTS, RUMORS, GOSSIP, AND INFORMATION OR DISINFORMATION. STATE-BACKED INTERNET COMMENTERS FROM 500,000 TO 2 MILLION - WHO PROVIDE BLAND POSITIVE POSTS TO BOOST PATRIOTISM

24 ADVERTISING WECHAT MOMENTS Y50,000 RMB NO REAL ESTATE & FINANCE COMPANIES

25 WECHAT S USP WALLET FUNCTION AND E-COMMERCE FUNCTIONALITY Matt Parchment CREATIVE DIRECTOR

26 WECHAT PAY WeChat Pay is an integrated feature of WeChat app which enables the users to pay instantly with their smartphones using WeChat. WeChat Pay offers four different paying methods which include Quick Pay, QR Code Payments, In-App Web-Based Payments, and Native In-App Payments, all to fulfil users different payment situations and preferences. With WeChat Pay, users who bind a Chinese bank card with their WeChat account are able to access many goods and services and complete transactions including: Transfer money to WeChat friends Pay for online purchase on e-commerce websites Mobile services Process utilities bills Order and pay for taxi and ride-sharing services Book flights and accommodation Purchase entertainment tickets In 2015, WeChat Pay arrived in Australia to support local businesses in targeting Australia s most valuable inbound tourism market - Chinese. Each week, Australia receives 19,000 Chinese tourists who each spend an average of $8,000. During October 2016 to September 2017, Chinese tourists spent $10.3 billion in Australia, out of the overall visitor spend of $41.2 billion. By offering WeChat Pay, retailers become more attractive to Chinese tourists as it not only simplifies the purchasing process and optimises the visitor experience, but it also reduces the international transaction cost for both parties. OVER 90% OF CHINESE TOURISTS WOULD USE MOBILE PAYMENTS OVERSEAS IF GIVEN THE OPTION

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28 SERVICE INDUSTRY 1 IT IS YOUR CRM BUILD YOUR ON-LINE CHINESE COMMUNITY INFORMATION HUB THOUGHT LEADERSHIP 3 2 COMMUNICATION CHANNEL SALES AGENTS & TEAM MEMBERS OFFLINE TO ONLINE SUPPORT FOR EVENTS & ACTIVITIES 4

29 $ HAVE A QUESTION YOU PICKED OF MONEY THE RIGHT - HOW CHANNEL(S)? MUCH?

30 ENGAGEMENT 1 2 SOCIAL 30-40% ADS 20-30% INFLUENCERS 20-30% 3 4 SEARCH 10% 5 EXPERIENTIAL 10% CAMPAIGN $8K - $15K AUSTRALIAN BASED $50K - $120K GLOBAL $100K - $1MIL 30

31 KEY TO ENGAGING CONTENT 1 CREATIVE CONTENT FUNNY & HUMOROUS VISUAL APPEALING OR BEAUTIFULLY DESIGNED INTERESTING STORYLINE GOOD MUSIC SHORT VIDEOS REWARD: LUCKY DRAW, COUPON, LOYALTY POINTS AND ETC 3 2 RELEVANT TO THE AUDIENCE FEATURES AUGMENTED REALITY THE AUDIENCE IS INTERESTED IN THE BRAND / CATEGORY / CONTENT KOLS: FEATURES A FAMOUS CELEBRITY / ONLINE & SOCIAL MEDIA CELEBRITY 4 31

32 BASTION CHINA ACBC WECHAT 2018 REGULATIONS & CONTROL

33 AGENCY OR IN-HOUSE 1 LOCATION 2 CONTROL 3 COST AUSTRALIA MELBOURNE? CHINA LANGUAGE OVERSIGHT BRAND VALUES SHORT / LONG TERM ROI RELEVANCY 33

34 BASTION CHINA ACBC WECHAT 2018 MANAGING YOUR EXPECTATIONS Clear Measurable Adequate Objectives KPI Budget 34

35 AUSTRALIAN GRAND PRIX CORPORATION 2018 CASE STUDY 35

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37 BASTION CHINA ACBC WECHAT 2018

38 BASTION CHINA ACBC WECHAT 2018

39 CASE STUDY: AUSTRALIAN GRAND PRIX WECHAT MINI APP - EVENT GUIDE THE ASK Bastion China was engaged by Australian Grand Prix Corporation to build a WeChat account with increased engagement and education for visiting F1 fans. THE EXECUTION Aside from the regular official WeChat channel offering, such as links to ticket sales and education campaigns, we used the API capability of WeChat to create an in-app mini WeChat event guide that provided details on each race day, interactive map with short info pop ups, weather, and driver and team rankings. THE OUTCOME Creating the first WeChat mini app event guide for an Australian major event. The mini app was used 3,300 times during the four-day event with average visiting time of 5.18 minutes per user with a peak of 1,857 visits on Sunday reflecting the usability and functionality of the app for Chinese visitors on the main race day. 1,106 WeChat Followers 78,700 Pageviews - 13 influencers 189 Tickets sold 3,300 1,857 Used over 4 days Visits on Sunday 5.18MIN Average visiting times

40 ASIA GATEWAY VIC GOVT FUNDING IN THE NUMBERS 50K CO-CONTRIBUTION 20 MINIMUM STAFF $1.5M TURNOVER VIC BASED ABN 200 STAFF LESS THAN - GIVEN PREFERENCE 14 JULY CLOSING DATE

41 TOM PARKER PARTNER M E tom.parker@bastionchina.com.au DORIS LI GM - MARKETING & COMMUNICATIONS M E doris.li@bastionchina.com.au BASTIONCHINA.COM.AU Find the Way