How Does Uber Create A Social Buzz Via WeChat Without Presence

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If you are surpised to see that UberCHOPPER news has been popularly shared among your WeChat moments over the weekend and everyone is talking about it, that means Uber has successfully created a social buzz for new service.

Uber is an American international company headquartered in San Francisco, California. It develops, markets and operates the mobile-app-based transportation network also called Uber.

Uber’s head of Asia operations Allen Penn said in September. “It’s something that’s been a growth accelerant for us,” he said. “We want to make Uber as easy and native for people as possible. That’s increasingly challenging as we spend more time in markets farther flung across the world.”

So which startegy would be the most cost-efficient for Uber in China? The answer is Buzz.

The beauty of buzz is that it can happen organically and lasts forever. If people are talking about your new product/service, your work is done. Not only that, it’s free.

But here’s the question, how did Uber create social buzz without own WeChat official account presence?

Uber’s WeChat official account has been blocked since March from using all features for violating the rules which is incentivizing sharing by offering deals or “enticing” users to share things with their friend groups.

And up until now, I just double checked and there’s still no updates showing that the account is up running.

So what’s the secret behind?

1. Be different Be unique.

Differentiate yourself. Do something that will get you noticed. You want to create excitement, and a little mystery gets people talking.

When you think of Uber, we’ll take a wild guess the words “safe”, “reliable” and “affordable” are what come to mind. Does it sound tempeting to have a driver your own waiting downstairs in suit? Or enjoy a longer journey in Champagne with your girlfriend? Have you ever dreamed of riding a helicopter around? Uber is dedicated to put you in the helicopter of your dreams at a price you can afford, with a lifestyle you could only dream about.

©blog.uber.com

2. Visually-led WeChat content to post teasers

“A picture is worth a thousand words,” Also, according to Wyzowl, people remember only 20 percent of what they read and 10 percent of what they hear, but retain 80 percent of what they see. Depending on your target audience, use images, infographics, or video clips to convey brand messages.They’re great for social sharing and offer intrigue without a complete reveal.

The UberCHOPPER Video was uploaded to Tencent Video Channel by Uber China on April 17th and has reached 7,030,000 Reads so far.

3. PITCH AND CONNECT WITH INFLUENCERS, WRITERS, AND REPORTERS (WeChat official account/Individual WeChat account)

Influencer marketing is the most powerful tool in getting a brand’s message to an interested audience in a relevant and authentic way.

Durex, the best-selling condom brand in the world, by leveraging Chinese social media platforms and investing in offline and online distribution. Durex condom sales increased threefold in China and market share increased by over 10%. By partnering with Durex, it helps Uber reach out to a wide and loyal Durex social media fan base.

©Durex

Starwood Hotels & Resorts Worldwide, Inc. and Uber are putting travelers on the fast track to valuable rewards with the announcement of an exciting new strategic partnership that will give Starwood Preferred Guest (SPG) members who ride with Uber the opportunity to earn coveted Starpoints during any Uber ride, anywhere worldwide.

More examples:

Note:Sogou, Inc. is a subsidiary of Sohu.com, Inc. founded on 9 August 2010. It is the owner and developer of Sogou (Chinese: 搜狗;pinyin: Sōugǒu; literally: “Search dog”) search engine, Sogou Input and Sogou browser.

You are able to search for WeChat Subscription articles and accounts.

It is one of the best options for keyword research, competitive analysis and monitoring search and social trends.

4. Get social media buzz started on comments section

WeChat article comment function is currently not available to most of the WeChat official accounts. WeChat is launching different features and functions carefully and often go through a strict internal testing.

Below screenshot shows what comment feature looks like. Zhoumozuosha, one of the few ones that have the comment function available, is one of the most influential WeChat Official platforms in Shanghai, providing entertainment guide for Chinese to find restaurants, events, local news and reviews. With a database of 300,000 WeChat followers, the post about UberCHOPPER has reached 100000+ reads and 776 likes. And the comment function has made it more entertaining!

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