How to use Wechat for Social Media Marketing

jennyzhuqi

微信公众号 (public account)

• mp.weixin.qq.com

How do you get one?

More info

And more

Or find a Chinese to do it

Different types of public accounts• 服务号• 订阅号 (recommended): personal, company, media…

Manning the accounts

• Access for up to 5 administrators. • Scan the code to log in, publish content, etc.

Essential features

Publish content

Customized modules: service introduction, link to website, etc.

Compose content

Messages: customer support, comments, etc.

Creating Content

• 订阅号 publish once per day. Could be 1 post or multiple.

What’s in a Post• Text• Image• Video • Audio • No hyperlink in the

text, only in 原文链接 (read more)

Sharing Video in Post

• Video must be hosted on 腾讯视频 v.qq.com or 微视

Sharing Audio in Post

• Audio message ( 语音消息 ) less than 5MB • Good for short announcements. Subscribers get it as a voice

message in your feed. • If it’s a podcast, use a third party audio platform, e.g. lizhi.fm,

ximalaya which all provide hosting and social sharing

Third Party Audio Sites

Getting people subscribe to your account

• Click on your post author name in the post• QR code• Search for the name of your 订阅号NOTE: Share ( 转发 ) rewards censored and banned. >Low tech approach

Stats

• Number of Views and Likes at the bottom of the post

• Detailed stats in backend

Demographic

Device info

Top 10 Wechat public accounts 2014

Top 10 Wechat public accounts 2014

Your Thoughts • Do you need a public account? (target market,

consistency)• What language?• Sales tool?