WeChat Listening Tool – A Watchdog For Your Brand

Unless you understand Mandarin or are well versed in the world of WeChat, it is very tricky to know what is going on within WeChat on key issues, content, competitor activity and conversations around your brand or business, or the industry you operate in.

That’s where the WeChat Listening Tool helps you with social monitoring.


What Is WeChat Social Listening Tool?

WeChat has its own search engine and as a result, the common monitoring tools such as Google Alerts do not search and report on activities within WeChat. As a result, Marketing Minds has developed our own WeChat Listening Tool on behalf of our clients to understand what is happening within WeChat, for good or for bad, when it comes to their own industries.

Essentially the WeChat Listening Tool is a bespoke social monitoring tool that uses selected keywords to search and monitor activities within your competitor and industry set in the WeChat environment. It can also be used to search for Influencers and Key Opinion Leaders (KOL) within WeChat. It allows New Zealand companies to understand Chinese consumer activities within their preferred social media app as it relates to the industry a client operates in, including conversations around its brand and key competitors.


How Does It Work?

Our proprietary WeChat monitoring tool is deployed to monitor content via keyword searches in Mandarin and English. This allows us to understand perceptions, attitudes, commentary, and frequency of activity within the Chinese community in New Zealand, China and globally.

The sets of keywords can be altered to meet the needs of the organisation. As a subscriber, we will set up a reporting timeline with you. This is ideally quarterly but can depend on your specific needs. We will meet with you to go through the report and main outtakes. The reports will include article headlines translated, content source details, analysis of trends, recommendations and more.

Marketing Minds also offers quarterly review and analysis of trends and activities of the keywords monitored.


How Does WeChat Listening Tool Work Within a Total WeChat Marketing Strategy

Our WeChat foundation plan (as per the diagram below) demonstrates the key features of a WeChat marketing strategy that are available including WeChat Listening as a core element. We like to think of it as the WeChat insurance policy helping to give your brand the best possible chance of succeeding within the WeChat ecosystem.

The Listening Tool service will also help improve the effectiveness of your brand messaging, media investment and other marketing strategies as they relate to the Chinese community. This can include both local and international WeChat monitoring.


What Is The Cost?

There is an initial setup fee of $400+gst. This is for a predetermined set of keywords and includes Marketing Minds researching the relevant keywords in mandarin and setting up the monitoring. From there, the quarterly review will cost $650+gst per review which includes full analysis and a face to face or Skype meeting to discuss. This review helps to summarise the findings and trends that will give an organisation a competitive advantage. Other options for report timing can be discussed in more detail.


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