Jing Travel and Chatly hosted a webinar that explored WeChat touchpoints and successful engagement strategies across prominent museums and destinations on August 13.
The webinar built off a joint report, “WeChat Optimization for DMOs & Cultural Institutions”, which examined the WeChat accounts of 22 cultural institutions and 20 destination marketing organizations.
Discussions focused on how to fine-tune a WeChat account to optimize user experience, designing a 48-hour user journey, and how Tencent’s platform can be connected to other China-facing tools and resources.
Here are some takeaways.
Searchability is Key
Sounds obvious, but allowing WeChat users to simply and swiftly find your account is essential. Optimize the account name and connect it to other WeChat features, such as a Mini Program or top articles, to prevent 3rd party accounts and content ranking higher.
Focus on Customer Service
WeChat offers accounts a range of customer service options. Prospective visitors have many questions, some are FAQs, others are more niche. Use a chatbot for the former and live agent support for the latter. A further step is to create a welcome survey for new followers, this helps accounts direct relevant information to users based on where they are connecting from and what their purpose is.
Build Content Strategy Based Off China Goals
Launching a WeChat account is only the first step. To create content followers want and need, organizations must focus on what roles the WeChat account serves — informational, educational, entertainment, marketing, revenue generation — and balance posts accordingly. Organizations should regularly reflect on the success of posts and fine-tune over time.