Digital Strategy of

WeChatBy YueTong Zhao

WeChatWeChat is a mobile-based mass communications channel that combined different features such as, text messaging, voice messaging, and social networking service together.

Target AudienceYoung professionals using cell phone frequently.

86.2%of WeChat users are between the age of eighteen and thirty-six.

Under 18y2.0%

18-25y45.7%26-35y

41.0%

36-50y9.6%

51-60y1.4%

Over 60y0.3%

Big IdeaBuilding a mobile based social media app that could change the current communication waysSupporting video chat and text messageSocial and entertaining all in one

Search Engine MarketingFocus on keywords

such as "Social Media” “Young” “Fashion” and “Moments Share”

Give an image what WeChat will be when they find on Internet by searching those keywords.

Social MediaMake win-win situation by working with other social media

TwitterAdvertising WeChat through TwitterConnect the users’ Twitter and WeChat account together, looking for Twitter’s followers’ WeChat account.

MobileAdvertise WeChat through mobileCorporate with mobile gamesBuilding a complete functional mobile website

Key Performance Indicator

If the downloading increase identify if they are from new users, and sending survey asking how they hear about WeChatIf the downloading decrease the strategy is not working for WeChat

$5 Million 1st half year testing

SEO50%

Mobile Ads/

Website40%

Corporate with Twitter

10%

Tools and TacticsSocial MediaWebsitesSEOMobile App designer develop app and website