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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?