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Ophenia Liang, CEO
[email protected]/in/ophenialiangWeChat ID: Ophenia
Multilingual Digital Marketing Agency
Language Culture Red-tape
￥4,000,000,000,000
Digital landscape
Australia China
Chinese Search Engines Marketing
Keywords Desktop Mobile Bidsearch Daily search Daily (RMB)
Dairy Industry - Keyword search volume (Baidu in CHINA)
Milk powder
Infant formula
New Zealand milk powder
Karicare
Bellamy
+++++
=====
5000
1620
610
810
1570
These top 5 keywords have a combined monthly searched of 288,300 with an average cpc of 1.75 RMB ($0.38NZD). On Google the same keywords in English would cost around $1.90.
Keyword: 新西兰奶粉 （New Zealand milk powder）
Karicare announcement
NZ Milk powder
Karicare
NZ milk powder brands
WyethNZ milk brand rankingRuikang
brands
ranking
Trending Decreasing
Keyword: 新西兰奶粉 （New Zealand milk powder）
360 search
Baidu
Keyword: 新西兰奶粉 （New Zealand milk powder）
Baidu Search Engine Marketing (SEM)
0.00
200.00
400.00
600.00
800.00
1000.00
1200.00
1400.00
Baidu SEM Campaign Performance – 3 months period
CPA Spend
Baidu SEM Campaign Performance
Chinese Search Engine Optimisation
SitemapsContent optimisation
Site speedContent marketing & Link building
A journey of Baidu SEO – Real case!
SEO audit & fix
Baidu penalty
Penalty removed
Chinese New Year
What do Chinese search about NZ?
Keywords
New Zealand tourism
Study in New Zealand
New Zealand migration 3180
4700
4100
Overall daily search volume
What do Chinese search about NZ?
Keywords
New Zealand south island
Auckland
Wellington
Queenstown 720
1650
3200
240
Overall daily search volume
5 years
762 million MAUs globally
1.5 million users in Australia
About WeChat
(WeChat Monthly Active Users, TechnAsia 2015)
WeChat users occupations
90% + Student
White collars
Self employed
Government
About WeChat
86.2%
WeChat users
between 18 – 36
About WeChat
Under 18y 2.0%
51 -60 y 1.4%
Over 60 y + Unknown 0.9%
(WeChat Users By Age , Tencent 2016)
62.7% WeChat users have more than
50 contacts
15-29y Chinese average 128friends
About WeChat
(Number of Contacts, Tencent 2016)
60% users open
WeChat more than
10 times per day
Frequency of usage per day
About WeChat
$943M of
Entertainment spending
Direct driver of $1.76B
in lifestyle spending
About WeChat
(WeChat revenue and statistics, Business of Apps 2016)
79.8% Users subscribe to
Official Corporate
Accounts and Media
Accounts
% Subscription accounts
About WeChat
WeChat Account –Personal
Personal Account
WeChat Account – Official
Official Account
About WeChat – Subscription V.S Service
Service V.S
Subscription
About WeChat – Subscription V.S Service
Subscription Service
# of messages 1 per day 4 per month
Visibility Grouped subscription accounts
More visible
Requirements Individual or company Company only
Menu interface Only for verified accounts All accounts
Push-notifications (after verification)
Geo-localization (after verification)
E-commerce (after verification)
About WeChat – Verified V.S Unverified
Yellow verified tag
About WeChat – Verified V.S Unverified
Verified Unverified
Basic functions :receive/reply
Customized MenuSubscription :
Service :
WeChat payment Only for verified service account
WeChat Functions
WeChat functions for marketing
WeChat Functions – Basic
(WeChat content competition, New Rank 2015)
Rich-media message
Followers management
QR code
User-defined menu
WeChat Content
52.2% Accounts increase publishing frequency
and only 34.2% number of readers increase
30.8% Increase posting frequency
while average reading rate decrease
WeChat Content
Content is king
Relevant
Useful
Original
Tailored to audience
WeChat Content
Tailored tone of voice
Brand guideline
Friendly
Simple
Entertaining
WeChat Content
HTML5 on the way
Innovative
Creative
Engaging
Connection to followers
WeChat Functions - Advanced
Group followers
Auto-reply
Micro site
Geo-location function
WeChat Micro-site
Homepage News
WeChat Micro-site
Contact form Property search
WeChat Functions - Advanced
(WeChat content competition, New Rank 2015)
WeChat Pay
E- coupons
Wi-Fi connection
WeChat Store
About Weibo
Weibo Verified Account
Weibo Fanstalk
Theme: Chinese New Year Give-away
Duration: 7 days
Impression: 370,000
Interactions: 1,200
Quiz
What functions an official account can have in WeChat?
