{"id":3046,"date":"2019-07-29T02:19:07","date_gmt":"2019-07-29T02:19:07","guid":{"rendered":"https:\/\/simplifyway.com\/?page_id=3046"},"modified":"2019-08-14T21:57:54","modified_gmt":"2019-08-14T21:57:54","slug":"how-to-build-trust-with-advance-wechat-automation","status":"publish","type":"page","link":"https:\/\/simplifyway.com\/guides\/wechat-marketing-guide\/how-to-build-trust-with-advance-wechat-automation\/","title":{"rendered":"How to Build Trust with Advance WeChat Automation"},"content":{"rendered":"\n
In today\u2019s world big data, AI, and automation marketing has\nbecome these buzz words that businesses and marketer love to toss around to\nsound sophisticated. But very few people actually understand automation\nmarketing well enough to truly leverage it.<\/p>\n\n\n\n
Here in the west, a majority of the automation marketing is\ndone via email and maybe SMS (text messaging) and is usually done in two forms one\nfor B2B or professional services where there is a need to nurture leads and\npotential prospects. <\/p>\n\n\n\n
The other is in the more FMCG, brand space where it\u2019s all\nabout automating the customer experience pre and post-purchase of your products,\nsuch as sending thank you messages, upsell emails, etc\u2026<\/p>\n\n\n\n
In China, automation marketing is still relatively new and, in many ways, very challenging. This is because the majority of the Chinese consumer don\u2019t or rarely use email. So, email is not a great channel for communication in China.
This causes a problem because most of the automation here in the west is done through personalized email as it allows you to 1) personalize the email specifically for every customer (if you know what you\u2019re doing), 2) create dynamic behavioral driven automation based on the user\u2019s interactions, 3) able to send long or short messages with pictures and videos.<\/p>\n\n\n\n
Although SMS (text message) is also used in automation\nmarketing, it is far less used for a few reasons. You cannot really send an extremely\nlong message because of people aren’t used to it, you cannot really attach\nfiles and large images as well and you cannot text someone as often as you can\nemail someone or you take risk of being viewed as a spammer.<\/p>\n\n\n\n
The point is, email is usually the best channel of\ncommunication when it comes to sophisticated automation marketing. <\/p>\n\n\n\n
But in China, the email doesn\u2019t work. Rather WeChat is the\nprimary method of online communication that nearly every Chinese consumer use.<\/p>\n\n\n\n
You may be thinking. <\/p>\n\n\n\n
\u201cSo, what\u2019s the big deal, just use WeChat\nautomation instead of emails.\u201d \n<\/em> \nThe answer is not exactly. You\nsimply cannot accomplish the same level of automation as you would with email\nautomation.<\/p>\n\n\n\n
While, if you leverage third-party\nWeChat automation tools such as ____ and _____. You can create rather sophisticated\nautomation but it is far harder and more expensive\u2026<\/p>\n\n\n\n
Note: For English, Salesforce\ndoes support some WeChat automation integration with their CRM but honestly it\u2019s\nnot that great.<\/p>\n\n\n\n
And\nHere is Why <\/strong><\/strong><\/h3>\n\n\n\n
First thing first, in\norder for you to do any kind of automation marketing in China you\u2019ll have to have\na WeChat Service Account, not personal or subscription account. The reason is\nwhile there are some automation features on the subscription account it is very\nlimited.<\/p>\n\n\n\n
With the service\naccount on the other hand because it shows up as an individual chat on your WeChat\u2019s\nchat list it allows your official account to direct message and interact with\nthe subscribers of your service account.<\/p>\n\n\n\n
The second, you\u2019ll need\nto use a third-party \u201cCRM & WeChat automation\u201d app or build your own with\nWeChat\u2019s API to fully leverage automation on WeChat because the internal automation\nfunctionalist that comes standard with your official account is extremely limiting.<\/p>\n\n\n\n
In fact, with only the\nstandard WeChat service account you can only see a list of your WeChat\nsubscriber\u2019s WeChat id, you can tag them and send certain automated messages.<\/p>\n\n\n\n
You won\u2019t know where all\nyou subscriber comes from, all the tagging has to be done manually which is a\nhuge problem if you have tens of thousands of subscribers and you can\u2019t really\ntrack conversion from articles unless you have a WeChat specific account or use\nquery parameter URLs. <\/p>\n\n\n\n
With third-party CRM or\nautomation tools, you can leverage WeChat API to do a lot more and get more\ndata out of WeChat. Here are some of the automation tools available for WeChat.<\/p>\n\n\n\n
Important: In China,\nthird-party automation is not limited to WeChat, they integrate with WeChat as\npart of their automation solution but it goes far beyond WeChat.<\/p>\n\n\n\n
Out of the Box WeChat Automation Tools<\/strong><\/h3>\n\n\n\n
The most basic way to automate your marketing is to use the\nstandard auto-reply functionalities that WeChat official account offers. With the\nout of the box WeChat official account, you have 3 automation tool you can use\nright away.<\/strong><\/p>\n\n\n\n
Welcome\nMessage<\/strong><\/strong><\/p>\n\n\n\n
Just as it sounds, this\nis pretty straightforward. You can set a predefined welcome message that will\nbe sent out automatically every time a user follow or subscribe to your WeChat\nofficial account.<\/p>\n\n\n\n
This is where you can\nset up predefined auto-replies for various of different keywords the subscriber\nmay message you with. For example, you can set a predefined message that replies\n\u201cWhat can I help you with?\u201d whenever a user message you with keywords such as\n\u201chi\u201d, \u201chello\u201d, \u201cneed help please\u201d.<\/p>\n\n\n\n
There are two ways to\nmatch your auto-replies with user keywords. It could be an exact match, meaning\nyour auto-reply will only be the trigger if it matched the user\u2019s message\nexactly. Or you can use a broad match meaning your auto-reply message will be\nthe trigger if the user\u2019s message contains at least one of the keywords you\nhave listed as a trigger.<\/p>\n\n\n\n
Default\nResponses<\/strong><\/p>\n\n\n\n
This is the message\nthat will be automatically sent to the user if it doesn\u2019t match any of the\nkeywords you listed. In other words, this is like having a standard voice mail.<\/p>\n\n\n\n
With WeChat official account right out of the box, it is only possible to send the same auto-reply to every user who did not trigger one of the keyword auto-reply messages. However, if you integrate your WeChat official account with a 3rd<\/sup> part tool or plugin then you can preset multiple Automatic Message Response for different user groups or tags.<\/p>\n\n\n\n
Broadcasting<\/strong><\/strong><\/p>\n\n\n\n
This is a function that\nis only available for WeChat service accounts and it\u2019s not really an automation\ntool but it is something that a lot of business get confused about believing\nthat it will allow them to run advanced automation.<\/p>\n\n\n\n
Basically, if you\nremember in our official account chapter earlier on we talked about the difference\nbetween where articles you publish show up on a subscription account vs a\nservice account. And, because service accounts allow you to interact with your\nsubscribers as if you\u2019re chatting with a friend the articles you can publish 4\ntimes a month is pushed to your subscriber via \u201cbroadcasting message\u201d while\nwith subscription account there it just shows up in the subscription account content\ntab.<\/p>\n\n\n\n
The benefit of having a broadcast message is that it does alert the user that there is a new \u201cmessage\u201d from the service account as if they\u2019ve received a new message from their friend. However, there are rules and restrictions as to what can be consider as a broadcast message and typically it cannot be promotional, discounts or advertisements.<\/p>\n\n\n\n
The templated message that is only\navailable to service accounts is another miss conception for many businesses. Yes,\nTemplate Messages allows you to push \u201cSpecific\u201d messages or notification to\nyour subscribers without any limitation but these \u201cmessages\u201d are highly\nrestricted as to what content you can write on them.<\/p>\n\n\n\n
WeChat Template Messages are really only\nused for official service accounts to send important service notifications such\nas error notification, purchase notification, payment notification, booking\nnotification, so on and so forth.<\/p>\n\n\n\n
Using Template Messages to send bulk\nmarketing messages such as advertisements and other messages that may disturb\nusers is absolutely not allowed by WeChat. On top of that template, messages\nare highly restrictive on how the message will appear to the user. You must\nfollow strict industry specified template provided by WeChat.<\/p>\n\n\n\n
Below screenshots of are WeChat Template\nMessages in action. The left is a template message a receipt of the user for\nprepaying for his monthly mobile usage, on the right we have a template message\nshowing purchase at a local restaurant from Da Zhong Dian Ping. So, again\nTemplate notifications like these are supported, but marketing push that will\ndisturb the followers and is strictly forbidden.<\/p>\n\n\n\n
When using the template message, some\nregulations should be remembered:<\/p>\n\n\n\n
Template messages are used to help official public accounts make business notifications.<\/li>
The template message is positioned as a notification triggered by the user.<\/li>
They may not be sent to users who have not taken the specified action or allowed the message to be sent.<\/li>
At present, in special and exceptional circumstances such as error codes, police notices or disaster warnings, messages may be sent without prior user authorization or action; other than these special circumstances, all actions that send a template message must be approved by the user or have already had a triggering behavior from the user before the template message can be sent.<\/li>
Public accounts may only choose templates from the template library for their industry. If the template library does not have a template that you want to use, you can contribute to your entire industry and create a new template to add to the template library if it meets the requirements.<\/li>
Here we made a table briefly listing currently allowed template message and disallowed template message.<\/li><\/ul>\n\n\n\n
If you’re interested in how to leverage template message in your business and your WeChat marketing here is a step by step guide on: <\/p>\n\n\n\n
Enhanced WeChat Automation with Third-Party Plugins<\/h3>\n\n\n\n
Up till this point, I\u2019ve\ncovered all the automation functionalities that come standard to out of the box\nWeChat official accounts but like I said these functionalities are very\nlimited. Imagine if you have to manually tag hundreds of new subscribers to\nyour official account each and every day?<\/p>\n\n\n\n
Luckily there are\nthird-party CRM and plugins that integrate with WeChat official account that\nallows you to future automate your marketing on WeChat. Here are some enhanced\nWeChat automation functionalities with third-party plugins.<\/p>\n\n\n\n
Enhanced\nAuto Response<\/strong><\/p>\n\n\n\n
The enhanced auto-response\nbuild on top of the basic keyword-based auto-response provided by the 3rd<\/sup> party\nplugin.<\/p>\n\n\n\n
With enhanced\nauto-replies, your integrated 3rd<\/sup> party plugin will collect all\nthe keywords your users use to message you on your WeChat official account and\nprovide a frequency analysis report to help you make a better decision as to\nhow to predefined your automatic keyword replies.<\/p>\n\n\n\n
For those of you\nfamiliar with AdWords, think of this like optimize your keyword bidding\nstrategy based on the Search Query Report provided by AdWords.<\/p>\n\n\n\n
Chat Bots<\/strong><\/p>\n\n\n\n
WeChat does not\nprovide Chat Bots with their official accounts. In order to use Chat Bots, you\nmust integrate your official account with another third-party chat bot\nprovider. Unlike auto-replies that comes standard with any WeChat official\naccounts, chatbots take the automation to the next level.<\/p>\n\n\n\n
Chat Bots uses\nthe idea of artificial intelligence and attempts to imitate a real one-to-one\nconversion with the user. Chatbots can carry on conversions, answer questions,\nask questions, tell stories, and even be enjoyable.<\/p>\n\n\n\n
Automatic\nTagging and Grouping<\/strong><\/strong><\/p>\n\n\n\n
Before we move on to\nthe other WeChat official account marketing automation tools it is important to\ntalk about Automatic Tagging and Grouping plugins provided by 3rd<\/sup> parties.<\/p>\n\n\n\n
Tagging and Grouping\nallow you to segment your WeChat official account followers into different\ngroups. For example, if you have 100 followers on your WeChat official account\nbe it subscription or service. You can tag 50 of them as \u201cgirls\u201d and the other\n\u201c50\u201d as boys.<\/p>\n\n\n\n
If you integrate third-party plugin you can automate this\u00a0whole<\/strong>\u00a0process. If one of your followers click on a certain button the plugin will automatically apply a tag to that user and move them into a different segment or group.<\/p>\n\n\n\n
There is also a lot of\nconfusion around the idea of \u201cBroadcast Messages\u201d. It is true that \u201cBroadcast Messages\u201d\ncan be sent to your WeChat followers on a one-to-one basis without any previous\ninteraction from the follower.<\/p>\n\n\n\n
But \u201cBroadcast Messages\u201d\nare really just publishing your WeChat content be it video, article, or other\nrich media, and this is the same for both Service and Subscription accounts.\nThe only difference is with service account you can only push 4 times a month\nbut with a subscription account, you can push daily.<\/p>\n\n\n\n
If you don\u2019t use a\nthird-party plugin, you can only push one version of content to every single\nfollower of your WeChat official account, meaning everyone see the same piece\nof content. But, if you used a third-party plugin you can different content to\ndifferent segmented groups of your WeChat followers.<\/p>\n\n\n\n
Let\u2019s say you have\nsegmented your WeChat followers and you have one group of \u201cMale followers\u201d and\nanother group of \u201cfemale followers\u201d, obviously you don\u2019t want to send the exact\nsame piece of content to both groups, right?<\/p>\n\n\n\n
Now, remember we\nmentioned above that you can automatically tag and group different WeChat\nfollowers. So, with a third-party plugin, you can now send two different\nversions of your content to the \u201cmale followers\u201d and the \u201cfemale followers\u201d separately.\nThis way each group of followers will get a more relevant piece of content.<\/p>\n\n\n\n
Service\nMessage Bulk Push<\/strong><\/p>\n\n\n\n
Service messages or\n\u201cResponse Messages\u201d are messages that you can send if one of your followers\ninteract with your account in the last 48 hours. This interaction can be\nclicking on a menu item, sending you a support message, or like a welcome\nmessage.<\/p>\n\n\n\n
Normally with out of\nthe box WeChat official account, you\u2019ll have to manually reply these messages\none by one, with a third-party plugin, however, you can message everyone who\nhas interacted with your account in the last 48 hours in bulk.<\/p>\n\n\n\n
Most foreign businesses\nmisunderstand the idea of \u201cTemplated Messages\u201d. They think that they can use\ntemplated messages as their marketing automation to send out messages to the\nuser one-to-one, but this is not exactly true.<\/p>\n\n\n\n
Above is a screenshot\nof the various types of templated message in action. On top of that templated\nmessages are highly restrictive on how the message will appear to the user. You\nmust follow strict industry specified template provided by WeChat, this is why\nit\u2019s called \u201cTemplated Messages\u201d.<\/p>\n\n\n\n
In China, WeChat\ntemplated messages are used mostly in forms of reminder or sending receipts to\nthe user making a purchase. For example, if we look at the above screenshot the\nfirst templated message is a reminder to play \u201cmahjong\u201d on Jun 25th<\/sup>,\n2017 12:00 PM. The second templated message is a reminder of a meeting.<\/p>\n\n\n\n
Typically automation on WeChat is done\nwith automatic tagging and segmented broadcasting of contents. The way it works\nis as follow\u2026<\/p>\n\n\n\n
1 Get A lot of Subscribers<\/strong><\/strong><\/p>\n\n\n\n
No matter what you want to do how you\nwant to automate your WeChat marketing you\u2019ll need a lot of subscribers for\nyour official account first. There are a few ways to accomplish this and we\u2019ve\nmentioned some in the Official account chapter. But If you have third party CRM\nwhich allows you to track end to end, then you can tag users that subscribe to\nyour WeChat account based on where they come from.<\/p>\n\n\n\n
2 Setup Automatic Trigger and Tag Users\nBase On Their Behaviors<\/strong><\/strong><\/p>\n\n\n\n
Leverage third-party automatic tagging to\nsegment your subscribers based on how they interact with your content and WeChat\nofficial account menus. For example, if you sell to mother with children you can\nbroadcast articles that you know a mother with daughters will like vs mother\nwith sons.<\/p>\n\n\n\n
Then as a mother with daughters interacts\nwith your content by reading it you can tag them as \u201cMother with Daughter\u201d thus\nsegmenting them out.<\/p>\n\n\n\n
Once you\u2019ve segmented your subscribers\nyou can not push specific hooks and offers to the segmented users. Continue\nwith my previous example of a mother with daughters, you can now create a hook\nand send them a special article that offers a special promotion on girl clothes\nonly that drives them to your WeChat mini program.<\/p>\n\n\n\n
This works regardless if you\u2019re a B2B or\nB2C company and whether you sell products or services. You\u2019re hook and offers\nwill be different that is all. For example, for B2B you can send out invitations\nto your offline events for people who show more interested in a certain topic service\nbecause they were tagged for reading articles on that particular topic or\nservice multiple times.<\/p>\n\n\n\n
That, in a nutshell, is how WeChat\nautomation marketing works in China, but if you\u2019re serious about automation\nmarketing in China, my suggestion is you look beyond just WeChat and think\nabout the customer journey as a whole.<\/p>\n\n\n\n
Here\u2019s How\nMicrosoft China Leverage WeChat Automation With Gated Content <\/strong><\/h3>\n\n\n\n
Microsoft\nChina created a useful and highly engaging content (white paper) as bait to\nattract potential clients in a selective market segment. These baits are then\ndistributing through variously paid advertisement and offline events.<\/p>\n\n\n\n
But in\norder to gain access to the white paper, the user will first need to subscribe\nto Microsoft China\u2019s WeChat official account by providing basic information\nsuch as name and of course their Wechat account ID.<\/p>\n\n\n\n<\/figure>\n\n\n\n
Once subscribed, using advanced\nautomation software Microsoft China will prompt the user to register as a\nmember for the privilege to gain access to more rich and better contents which\ninclude online live webinar, educational course, and podcasts.<\/p>\n\n\n\n
Then using\nadvanced machine learning the registered members are scored and segmented based\non a few factors. How many contents they\u2019ve consumed, how often do they engage\nwith content, how long they watch a particular video, do they leave a comment,\ndo they share contents, etc\u2026<\/p>\n\n\n\n
The higher\na registered member score over a period of time the more likely they\u2019re going\nto be interested in Microsoft China\u2019s service and products. This is the same\nAI\/Machine Learning concept that Google and Facebook use to server billions of\ndollars in the advertisement to the right market segment.<\/p>\n\n\n\n
Once the\nusers are tagged with a quality score and segmented based on their interest\nlevel of Microsoft China\u2019s product or service. The higher scored users are then\ninvited to offline meetings and demos.<\/p>\n\n\n\n
At which\npoint Microsoft China\u2019s sales team will take over and follow up with these\nhighly engaged, educated, nurtured and interested prospects. Now instead of\ntalking to a cold and uneducated prospect, Microsoft China\u2019s sales team will\ntalk to an engaged and educated prospect. All of this is possible and automated\nwith Beschannels advanced automation system.<\/p>\n\n\n\n
Final\nWords About WeChat Marketing Automation<\/strong><\/strong><\/h3>\n\n\n\n
Unlike email marketing\nautomation, WeChat marketing automation has its limits. After all, WeChat is\nfirst and for most a messenger and not a marketing tool. Tencent does not want\nto sacrifice user experience just so marketers can run an automated campaign\nand spam WeChat users all day long.<\/p>\n","protected":false},"excerpt":{"rendered":"
In today\u2019s world big data, AI, and automation marketing has become these buzz words that businesses and marketer love to toss around to sound sophisticated. But very few people actually understand automation marketing well enough to truly leverage it. Here in the west, a majority of the automation marketing is done via email and maybe…<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":3022,"menu_order":6,"comment_status":"closed","ping_status":"closed","template":"templates\/ultimate-guide-page.php","meta":[],"yoast_head":"\n
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<\/figure>\n\n\n\n