IDENTIFYING AND ENGAGING CUSTOMERS AMONG YOUR WECHAT FOLLOWERS: BEST PRACTICES AND CASE STUDIES - ROMAIN HENRIOT - NETDNA-SSL.COM

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IDENTIFYING AND ENGAGING CUSTOMERS AMONG YOUR WECHAT FOLLOWERS: BEST PRACTICES AND CASE STUDIES - ROMAIN HENRIOT - NETDNA-SSL.COM
March 20th, 2019

                   Identifying and engaging customers among your WeChat
                           followers: best practices and case studies

                                       Romain Henriot
                                        COO at Splio China

 Online. Offline. Aligned.
 splio.com
© Splio                                                                   1
IDENTIFYING AND ENGAGING CUSTOMERS AMONG YOUR WECHAT FOLLOWERS: BEST PRACTICES AND CASE STUDIES - ROMAIN HENRIOT - NETDNA-SSL.COM
Your speaker today.

 Online. Offline. Aligned.
 splio.com
© Splio                                            2
IDENTIFYING AND ENGAGING CUSTOMERS AMONG YOUR WECHAT FOLLOWERS: BEST PRACTICES AND CASE STUDIES - ROMAIN HENRIOT - NETDNA-SSL.COM
Splio is a Loyalty Marketing Platform that enables brands to engage
                                                                     customers, drive loyalty and sales in every channel in China.

                 Omnichannel Loyalty Marketing Platform.                                                         Global Solution. 100% China Ready!
Splio uniquely combines loyalty and marketing automation with a consolidated 360-             Splio opened an office in Shanghai in 2011 and has since been connecting European
degree on-and-offline view of the customer in one single platform, so brands can              brands with Chinese customers and helping Chinese brands with cross-border
interact and engage with their customers, and offer them a seamless brand                     strategies in Europe.
experience on all channels.
                                                                                                     WeChat as your brand hub:
       Omnichannel CRM: all your customer data & transactions in one place: Tmall,                   ✓ Native WeChat connection: identify customers among WeChat followers.
       JD, WeChat store, offline stores. Know your customers, understand who
                                                                                                     ✓ Mini Program builder: ready to use WeChat membership platform.
       purchases from you, through which channel and at what frequency.
                                                                                                     Natively integrated with Chinese channels: we connect with all major
       Marketing automation: target & send personalized and segmented
                                                                                                     platforms in China: Tmall, JD, WeChat, offline POS, etc.
       campaigns.
                                                                                                     No personal data headaches: your Chinese customer data stays in China (CSL).
       Loyalty engine: Increase lifetime value and sales by recognizing and rewarding
       loyalty, not only on transactions but with every interaction with your brand.                 Your dedicated Shanghai-based team is always available to help with strategy,
                                                                                                     planning and operational tasks (content creation, design scenario, CRM
                                                                                                     management)

               Splio in Europe & China                                        500 brands use Splio                                Contact us                     Follow us

130 marketers        Headquarters          15+ years                                                                             contact@splio.cn
& developers        in Paris, France     of experience                                                                         +86 (021) 6217-0157

   4 offices            1 office       25 people in the                                                                          Book a demo
  in Europe           in Shanghai      Shanghai office                                                                           www.splio.com
IDENTIFYING AND ENGAGING CUSTOMERS AMONG YOUR WECHAT FOLLOWERS: BEST PRACTICES AND CASE STUDIES - ROMAIN HENRIOT - NETDNA-SSL.COM
Splio Omnichannel Loyalty Marketing platform.
                                          Fully integrated and easy-to-use.

             Splio Loyalty                                                       Splio Mobile Wallets
                                                                              Engage, interact and personalize your
    Convert on & offline transactions &                                       communications through Mobile
    interactions into loyalty points.                                         Wallets.

                                                      Data
                                                       Data

               Splio                                                                 Splio WeChat
       Marketing Automation
                                                                              Reach out and engage with Chinese
     Ultra-personalize your                                                   consumers in Europe and Chine
     communications on all channels.                                          through WeChat.

#SplioLoyalty #NewLoyalty
IDENTIFYING AND ENGAGING CUSTOMERS AMONG YOUR WECHAT FOLLOWERS: BEST PRACTICES AND CASE STUDIES - ROMAIN HENRIOT - NETDNA-SSL.COM
Splio footprint.
                        We’ve expanded with our customers into the markets they need us in.

                            6            500+                     15+                7+
                      Countries         Customers                 Years of          Years in
                                                                 experience          China

      Paris        Barcelona          Milan           Shanghai           Beijing     San Paulo   Warsaw

#SplioLoyalty #NewLoyalty                                                                                 5
IDENTIFYING AND ENGAGING CUSTOMERS AMONG YOUR WECHAT FOLLOWERS: BEST PRACTICES AND CASE STUDIES - ROMAIN HENRIOT - NETDNA-SSL.COM
Global solution. Fully China ready
                                        Natively connects with major Chinese platforms

Since 2011, Splio is helping European brands in
China, as well as Chinese brands in Europe.                                              •   +7 years in China
                                                                                         •   Native WeChat
                                                                                             integration
                                                                                         •   Local hosting for China
                         •   15+ years in brand                                              Cyber Security Law (CSL)
                             marketing                                                       compliance
                         •   GDPR compliance

 © Splio 2019                                                                                                    6
IDENTIFYING AND ENGAGING CUSTOMERS AMONG YOUR WECHAT FOLLOWERS: BEST PRACTICES AND CASE STUDIES - ROMAIN HENRIOT - NETDNA-SSL.COM
Who works with us?
                    We help brands across sectors reach their audiences online and offline in China.

#SplioLoyalty
  © Splio 2018 #NewLoyalty                                                                             7
IDENTIFYING AND ENGAGING CUSTOMERS AMONG YOUR WECHAT FOLLOWERS: BEST PRACTICES AND CASE STUDIES - ROMAIN HENRIOT - NETDNA-SSL.COM
Typical pain points shared with us on engaging your Chinese customers

               “We have X thousands WeChat followers, we don’t know which of them are
                            our clients, which of them are just prospects.”

                “A very low proportion of our Chinese customer base is actually reachable”

                  “We can’t track users across our different WeChat accounts, brands and
                                                 markets”

                  “We find challenging to integrate WeChat within our current customer
                                       engagement infrastructure”

#SplioLoyalty #NewLoyalty
#SplioLoyalty #NewLoyalty                                                                    8
IDENTIFYING AND ENGAGING CUSTOMERS AMONG YOUR WECHAT FOLLOWERS: BEST PRACTICES AND CASE STUDIES - ROMAIN HENRIOT - NETDNA-SSL.COM
WeChat is still your core customer engagement and servicing hub
  for Chinese customers

             Service oriented by design               Mini Program
                                                                               Messages

           All-in-one customer platform

          2 ways communication channel
                                                                 WeChat
                                              Store
                                                                                    Mobile
          Root identifier for your customer                                        Payment

                                                                     Loyalty

#SplioLoyalty #NewLoyalty                                                                    9
IDENTIFYING AND ENGAGING CUSTOMERS AMONG YOUR WECHAT FOLLOWERS: BEST PRACTICES AND CASE STUDIES - ROMAIN HENRIOT - NETDNA-SSL.COM
Agenda

            1. What is “WeChat binding” and what are the core benefits?

            2. Best practices for binding success

            3. What identification rates can you expect? Typical measurement KPIs

            4. Time to take off?

#SplioLoyalty #NewLoyalty                                                           10
We need to stop focusing on followers.

                            WeChat followers users

#SplioLoyalty #NewLoyalty                            11
What is “binding”? Matching a WeChat contact with a customer profile

                    transactions
                                   Match!           social behavior

#SplioLoyalty #NewLoyalty
What is “binding”? Build the missing link between all channels.

                                                          WECHAT ID
                                                                                              WeChat Union ID
                 WeChat Union ID                              +
                                                                                              Gender
                      Cellphone                         PHONE NUMBER             WeChat       Name
                     Member ID                                                                activities
                                                                                  Official
                        Activities
                                       Mini                                      Accounts
                                     Programs

                                                                                  Member ID
                                    Tmall ID                                      Cellphone
                                  Cellphone     Tmall                             Filled out forms
                                    Address                            Offline    Transactions
                                Transactions                           Stores     Loyalty activities
                                                 JD

#SplioLoyalty
  © Splio     #NewLoyalty                                                                                       13
Why binding?
                For what benefits?

#SplioLoyalty #NewLoyalty
The two core benefits of binding:

             1# Customer intelligence   2# Move from FRM to CRM

#SplioLoyalty #NewLoyalty
#SplioLoyalty #NewLoyalty                                         15
Not all WeChat followers are created equal.

                                                                                        ORGANIC FOLLOWERS:
                                       CAMPAIGN FOLLOWERS
                                                                                          SEARCH, OFFLINE

        U N F O L L O W R AT E                        37 %                                 24 % (-36%)

        AVG . FO LLOW P E R I O D                      303                                 400 (+32%)

        AVG . AC T I O N S                             9.5                                 17.3 (+82%)

        MOST MENU CLICKED                       Promotion                                    Booking

                                    Source: DLG – Luxury Society, Premium hotel brand

#SplioLoyalty #NewLoyalty
Lookalike targeting for Tencent campaigns: +20% ROI on average
   using customer data

                                                                   Overall Tencent user
                                                                   population (WeChat,
                                                                        QQ etc.)

                                                                           Expanded
                                                                            lookalike
    Algorithm builds a target audience of people similar to your
                                                                           population
    customers using hundreds of data points
                                                                                    Seed
    Top seed sources:                                                               users
    • Top purchasers (frequency)
    • Top purchasers (average basket size)
    • Customers by location

#SplioLoyalty #NewLoyalty
Move from follower journey to customer journey

               Pay a visit                                      +10 pts
               to a store

                             Scan staff     Follow Brand          Bind his         Display Member
                              QR code          Official           account             status and
                                              Account           through chat          history in
                                                                                       Miniapp       +2 pts
                                                                                                    Read post
                                                                                                      about
                                                                                 +10 pts              “new
                                                                                                    product”
                                                                                     Share

                                                      Check product            Share product
                                                     page and add to            page with a
                               Received a                  cart                   friends
                                coupons
                                                              +150 pts

                                                           Go back to store      Become VIP
                                                            and purchase          member

© Splio 2018                                                                                                    18
Once identified your customer can received
   personalized messages, rewards and services

                                           注意事项

                    Personal broadcast           Personal notification messages

#SplioLoyalty #NewLoyalty                Source: Jing, Yoli
Lifecycle management example:
                                       reactivating your sleeping customers

  ABV
                                              Is WeChat follower
             regular            VIP+

                          Regular+                                  reactivation
         sleeping                              Not yet follower /
                        Less                     Not anymore
                                Addict
                       Active

              Purchase frequency                                     binding
                                                                    campaign
Monitor and identify                         Analyze and target                    Send individualized communication to
• Monitor existing customer vs. win back     • channel                             reactivate
  customer vs. new customer                  • purchase                            • Leverage every channel available,
• Monitor average purchase and               • activity if any                        wechat, SMS, email…
  purchase frequency

#SplioLoyalty #NewLoyalty
Build and enrich a complete singular view of your customer (SCV)
                               Loyalty
                 Purchase      registration

                                                                                    SCV
           Inquiry             Purchase       BINDING
                                                                                                  Points
                                                                    Store locator                 redeem
                                                          Service                   Store Visit

               Product        Registration       Cart                               Book beauty
               page visit                        abandonment        Click           consultation
                                                                    invitation      appointment
                                                                                                     After sales
            Follow              Share                                                               chat message
                     Menu
                                campaign
                     interaction

#SplioLoyalty #NewLoyalty
1# All Sources, touchpoints

                                         2# Use different tactics

                                              3# User Experience

            Best practices for
  identifying your customers              4# Online and Offline

#SplioLoyalty #NewLoyalty
Best practice 1.
                            Leverage all sources and
                                  touchpoints

#SplioLoyalty #NewLoyalty                              23
Which piece of your WeChat puzzle
                            do your customers interact the most with?
    OFFICIAL ACCOUNT                H5             MINI PROGRAMS     A COLLECTION OF TOUCHPOINTS &
                                                                   FEATURES OF THE WECHAT ECOSYSTEM

                                                                                                        Product
                                                                                                      Registration
                                                                         Advertising

                                                                                                        Wifi
                                                                            Coupons

                                                                                          Points of Interest
                                                                     Stickers

                                                                                                     Loyalty Programs
                                                                                Beacons

                                                                     Hardware (IoT)
                                                                                                      KOLs

                                                                     POS payment

                            MAIN BRAND TERRITORY                                           …

#SplioLoyalty #NewLoyalty
Identify the best WeChat source to identify your leads and customers.

                    Direct &
                  distributors

                                     Non-Matched

                  Cross-over
                                                                                         Matched

                      OTA                                                Matched
                   Platforms           Matched

               Customer database    Global Brand                      Venue Official   Loyalty Mini
                                   Official account                     accounts         Program
                    (CRM)
                                                      LEADS JOURNEY

                                                                      CRM JOURNEY

#SplioLoyalty #NewLoyalty
Binding across all the WeChat subchannels

                                               Splio’s WeChat user profile backend

      Mini Program user
       (non reachable)

           H5 user
       (non reachable)

       Official Account
           follower
         (reachable)

#SplioLoyalty #NewLoyalty
Binding across all the WeChat subchannels

                                               Splio’s WeChat user profile backend

      Mini Program user
       (non reachable)

           H5 user
       (non reachable)

       Official Account
           follower                                               Identifies a person
         (reachable)                                             uniquely across your    Bound with a
                                                                  WeChat ecosystem      customer profile

#SplioLoyalty #NewLoyalty
Union ID? How to get them and what is “WeChat Open Platform”?

                                                                                   Open platform backend view

          Once register, allow you do link all your
        webchat application together: Mini-program,
                     Official account…
               https://open.weixin.qq.com.

    What you need to know?
    •   No requirement (just a small fee = 300CNY/ 99USD)                               Open platform limits

    •   Every open platform has limitation of binding                            Official Accounts   Mini Programs
                                                                                                                     Binding Times per
        accounts and times                                                                                                month

    •   Entity means the verified individual or company     Same Entity                50                50           unlimited
        name, and same with entities relationship
                                                            Different Entities          5                 5                 5

#SplioLoyalty
  © Splio
              #NewLoyalty                                                                                                          28
Best practice 2.
                     Multiply binding tactics and
                              journeys

#SplioLoyalty #NewLoyalty                           29
Tactics and touchpoint per journey…
  …Multiply binding tactics, leverage all touchpoints and journeys

                    Chatbot                  Welcome journeys on follow and
                                             specific triggers

                    Tracked unique QR code   Offline check-in/out

                    Mini Program             Membership, Store, etc.

                    H5 / Website login       Campaigns, website use etc.

                    OA menu and articles     Continuous binding call to action

#SplioLoyalty #NewLoyalty
Take advantage of every binding mode available

             Chatbot binding         Mini-program mobile # sharing         Full registration form

                               And                                   And

#SplioLoyalty #NewLoyalty
Integrate binding tactics in all journey to re-engage your existing
                                    followers

                                                            Promote customer
                                                           registration within all
                                                             communication to
                                                              retarget existing
                                                                  followers
         Permanent entry
         point to binding

#SplioLoyalty #NewLoyalty
Leverage all touchpoints available

      Offline self order POS screen       Following the OA journey     Mini Program

#SplioLoyalty #NewLoyalty
Dynamically detect and alert of the unbound status

    Alert message shown if you are not
    identified as a KFC V Gold customer

#SplioLoyalty #NewLoyalty
Carrefour example: binding wall before using the Mini Program

#SplioLoyalty #NewLoyalty
Best practice 3.
                 Offer a seamless and rewarding
                         user experience

#SplioLoyalty #NewLoyalty                         36
Timing is key: leverage the 48h window & use real time sequences
                                                           Example: Sephora
 The first 48h after OA following is a critical time
 for binding                                                                  Welcome message
 • Use drip messages with varied CTAs for binding                              with invitation to
                                                                              bind/register to the
 • Up to 5 messages if no other action from the follower
                                                                                loyalty program

 Real time is key
                                                                              After 24h: reminder
 • Binding engagement is highly correlated to send                               of the loyalty
   timing
                                                                              program invitation
 • Average completion rate of a form is 41% higher if
   sent within 2 seconds vs. 30 seconds (Source: Jing
   Digital, 2018)                                                             Just before the end
                                                                               of the 48h: link to
                                                                               mini program with
                                                                                  best current
                                                                               promotional offer

#SplioLoyalty #NewLoyalty
Reduce friction as much as possible on the inputs

       Mini Program Phone number   Auto binding via a tracked QR   Keep form inputs to a
                 retrieval            code generated at POS              minimum

#SplioLoyalty #NewLoyalty
Make it rewarding

             Binding/registration against product sample         Registration coupon

#SplioLoyalty #NewLoyalty
Best practice 4.
                    Do not forget offline channels

#SplioLoyalty #NewLoyalty                            41
Understanding the two pieces of the customer puzzle, do not forget your
  offline and overseas channels.

                                                   ✓ Collect the right data at
                                                     offline touchpoints.
                If only 20% of your chinese        ✓ Do not forget your chinese
            customers base can be reach on a         customers buying overseas.
           cellphone, it will limits your chance
                         of success.

#SplioLoyalty #NewLoyalty
Cross channel binding to offer a seamless omni channel experience

              Rom1
                                                   Rom1

                               Rom1

            √ App           √ Website     √ WeChat Mini Program   √ Tmall
#SplioLoyalty #NewLoyalty
Nb. of new followers?

                                      Can I reach 100%?

                                   How to improve the performance?

                             What realistic KPIs for a binding
                             campaign?

#SplioLoyalty #NewLoyalty
Know what to expect!
   What proportion of your overall customer base will you find on WeChat?

              Offline                                 Offline
              Stores                                  Stores

                                                                                                                Non-
                                                                                                               Matched
            Cross-over                              Cross-over
                                      Non-
                                     Matched                                                Offline
                                                                                            Stores
                                                                         Matched
               Tmall                                   Tmall
                                                                                           Crossover
                                     Matched
                                                                                             Tmall             Matched

         Customer database     WeChat contacts   Customer database    WeChat contacts   Customer database   WeChat contacts

                        FMCG Brand                        Fast Fashion Brand                 Premium/Luxury Brand

#SplioLoyalty
  © Splio
              #NewLoyalty
Identified customers as a proportion of your existing WeChat contact base

              Splio’s backend – WeChat binding tracking screen

                                                                  A. % of WeChat contacts
                                                                  matched with customer
                                                                 profiles (overall database)

                                                                   B. % of new WeChat
                                                                  contacts matched with
                                                                    customer profiles

#SplioLoyalty #NewLoyalty
New Look: offline stores most effective source of binding

  Touchpoints and journeys results:

          Following heavily promoted at
          POS resulting into 80% of
          WeChat followers actually bound
          as members

          540k WeChat members               Member card bound to
          recruited over 2 years               WeChat wallet

          Tmall buyers invited to follow
          WeChat OA via SMS: 5~10%
          onboarding rate                                          Member retention on WeChat: loyalty
                                                                     management interface, targeted
                                                                    promotions, events, drive-to-store
                                                                              campaings

#SplioLoyalty
  © Splio
              #NewLoyalty
Bioderma: package most effective for binding

  Touchpoints and journeys results:

          80% binding rate on package
          QR code scanning

          12% average binding rate on
          WeChat account following

          Only 4% of Tmall buyers
          registering as members

                                        Scan product’s unique    Dynamic authenticity        If user already WeChat
                                              QR code           result and single sign in   bound, points are directly
                                                                         page                        credited

#SplioLoyalty
  © Splio
              #NewLoyalty
Budweiser: chatbot to collect follower preferences and have them register
   as members

  Touchpoints and journeys results:
          27% of inactive WeChat
          contacts reactivated

          67% of completion rate on new
          and reactivated contacts

          ↑↑ Overall signups 522%

                                           Multi step chatbot   Combines text, audio and
                                            survey journey         article messages
                                                                 dynamically generated

#SplioLoyalty
  © Splio
              #NewLoyalty
Identifying your WeChat contacts: What KPIs to track?

         Customer base        WeChat contact base        New contacts       Time to bind

        % of overall client    % of overall WeChat     % of new WeChat     Average time to
       database bound to a        contact base         contacts bound to   binding of new
         WeChat contact        identified as clients      a customer       WeChat contacts

#SplioLoyalty #NewLoyalty
#SplioLoyalty #NewLoyalty                                                                    50
Performance of your binding: How to measure?

                       Binding per      Binding per tactic    Binding per traffic
                       touchpoint                                  source

                    Official Account,   Chatbot, QR code,      Offline, moment
                    Mini Program, H5    Mini Program login,      campaigns,
                         site etc.           form etc.          packaging etc.

#SplioLoyalty #NewLoyalty
#SplioLoyalty #NewLoyalty                                                           51
How to take off ?

#SplioLoyalty #NewLoyalty   52
keep in mind that…

        1. WeChat Users vs. Followers.
        2. Customer knowledge is key. Binding is how you can achieve it.
        3. Multiply binding tactics, leverage all touchpoints and journeys.
        4. Offer seamless and rewarding UX.
        5. Use realistic KPIs for your binding campaign.

#SplioLoyalty #NewLoyalty                                                     53
The success of a WeChat CRM strategy lies in 3 key factors:
Data consolidation, Customer matching, Engagement strategy

         1# Data consolidation   2# Customer matching   3# Customer Engagement

           BREAK THE SILOS              MATCH                   ENGAGE

#SplioLoyalty #NewLoyalty                                                        54
Want to watch this presentation live?
           access the webinar replay video:
                   contact@splio.cn

#SplioLoyalty #NewLoyalty                         55
Download the presentation:
Let’s talk further.
Splio Shanghai
上海市静安区南京西路993号锦江向阳大楼1503室
200041 上海 – China

contact@splio.cn
Phone: +86 (021) 6217-0157

Delivering completely connected customer experiences on and
offline, driving loyalty and revenue for retailers.

Online. Offline. Aligned.
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