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.
Reference:
HKSTP - http://www.hkstp.org
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