HKSTP organized a seminar named “Successful WeChat Marketing – Elementary and Advanced” on 17 & 24 May 2016. This seminar aims to introduce the marketing strategies of using one of the most popular social media, WeChat with 697 million active users in the end of 2015. Since I was not in Hong Kong during the elementary seminar, I would like to summarize the advanced seminar below.
The speaker was Mr. Dary Choy (Marketing Director, WisdomBoom) who is the China partner of joe pine, the author of the experience economy ; one of the founders of a WeChat-based online university. In the beginning, he quoted Steve Jobs statement that “You’ve got to start with the customer experience and work back toward the technology – not the other way around.”
Then Mr. Dary Choy briefed the Experience Journey and introduced CJM (stands for Customer Journey Mapping) in which they focused on touch points in each step called “First Moment of True (FMOT)”.
However, he told us there was different in Digital world that was “Zero Moment of True (ZMOT)”. Their touch points are invisible such as using google search engine.
Mr. Dary Choy also told us to ask three questions if used WeChat based on China digital strategy, Setup and Business generation. In Setup, OA is Official Account. Content is King but Telling Story is God! In Business generation, BAU is Business As Usually. Pulse could be “New Product Launch” and Metrics such as “no. of Like”.
Then he demonstrated some example of WeChat official accounts.
The characteristics of Service Account and Subscription Account were discussed in the following table.
Finally, Mr. Dary Choy discussed case studies in Hong Kong, China and Overseas. He alerted us how to select Key Opinion Leader (KOL) for promoting your product. If you asked him what WeChat is, his answer was mobile OS.
HKSTP - http://www.hkstp.org