B2B brands on WeChat - Case Studies (incl. IBM, SAP, Intel and GE)

transcript

Sedgwick Richardson B2B Brands in China: Marketing via WeChat

1 Mar 2016

B2B Brands on WeChat

B2B brands in China use WeChat to achieve a range of objectives, including: business development, recruitment, database building, CSR, ingredient branding and co-branding.

1. Business Development

2. Recruitment

3. Database building

4. Ingredient branding

5. Co-Branding

6. CSR

Business Development (Based on B2C model)

Mobile e-commerce

interface

Checkout process used to schedule

sales meetings

Case Example: Sany

Sany Heavy Industry is a Chinese multinational heavy machinery manufacturing company, which is the first in its industry in China to enter the FT Global 500 and the Forbes Global 2000.

Sany uses WeChat to develop business by utilising a B2C typical approach.

Example

E-commerce interface showing Sany trucks (in

WeChat)

Meetings with Sany sales reps can be scheduled for a symbolic price of 1RMB

Case Example: People Electrical Appliance Group

People Electrical Appliance Group is a major manufacturer of industrial electrical equipment in China.

The People Electrical Appliance Group also uses the WeChat to display products in order to drive phone enquires.

2. Recruitment

5. Co-Branding

6. CSR

Two Approaches

A WeChat account with an integrated recruitment page

A separate WeChat recruitment account Or

Separate WeChat recruitment account: IBM

Candidates can navigate the account by entering acronyms that take them to pages with more information on specific vacancies.

IBM has several WeChat accounts. One of these accounts is created for the sole purpose of talent acquisition.

WeChat account with integrated recruitment page: XCMG

XCMG Group is a Chinese multinational heavy machinery manufacturing company. At present, it ranks 5th in world construction machinery industry, 122nd among Top 500 Chinese enterprises

XCMG has integrated recruitment in the WeChat menu.

This is a standard approach.

WeChat account with integrated recruitment page: XCMG

Specific job ads are presented via custom designed pages.

2. Recruitment

5. Co-Branding

6. CSR

2. Recruitment

5. Co-Branding

6. CSR

Building a database

Some companies are operating somewhat sophisticated WeChat channels that allow users to register and to create an account with a company (so this is not a WeChat account, but the same as creating a profile on a corporate website). Once registered users then can accumulate points and receive rewards for certain actions (i.e. sharing/ liking).

DatabaseMarketing activities

User information

User action

Reward

Database building: SAP

SAP runs a WeChat channel that allows users to register an SAP account. In the registration process users identify themselves as employees, customers, applicants etc., and also state their respective industry. They can then accumulate points in return for taking social actions (that part is still being set-up).

2. Recruitment

5. Co-Branding

6. CSR

Ingredient branding: Intel

Reward

Purchase via dealer

Intel verification code

Intel WeChat account

In 2015 Intel ran a campaign to drive genuine product purchases. End-customers who purchased devices with Intel chips could enter a unique code via Intel’s WeChat account.

Once they accumulated enough points they qualified for a reward.

2. Recruitment

3. Database Building

5. Co-Branding

6. CSR

Co-Branding: GE and Uber

For B2B brands it is often more difficult to achieve exposure and awareness levels comparable to those of consumer brands. However, in order to change thinking and to eventually also affect policy shifts that often become an important demand drivers for B2B products, B2B brands sometimes partner with B2C brands. In China GE Healthcare recently partnered with Uber. The activity was themed ‘UberPink’ and provided Uber customers with free breast cancer screenings.

GE and Uber: UberPINK Campaign

4,887 views on GE Healthcare’s

WeChat account

9,344 views on GE China’s

WeChat account

The GE/ Uber cooperation was marketed via articles on two GE WeChat accounts.

The example articles shown to the left generated significantly more views than articles shared on these two channels typically get: Articles on the GE account usually get around 1,000 - 3,000 views and articles shared via the GE Healthcare reach around 500 - 1,500 readers.

2. Recruitment

3. Database Building

5. Co-Branding

6. CSR

CSR driven content: Sinochem Group

Sinochem Corporation is a Chinese conglomerate primarily engaged in the production and trading of chemicals and fertilisers and the exploration and production of oil. In 2015 Sinochem was featured in the documentary ‘Under the dome’ that highlighted China’s massive environmental problems and had been viewed by 150m people before it was banned.

CSR driven content: Sinochem Group

Articles about safety

3169 views Positive comments

On WeChat audience sentiments are not necessarily predominantly positive, however, as this example shows, even a company like Sinochem that has been in the crosshairs can manage to build a positive image.