~Know Your Audience~
As social media practitioners, our campaign design should be based on an audience analysis. An audience analysis allows brands to gain a deeper understanding of the current and potential customer experience, and brand perception. Before a company begins to draft an effective social media campaign, it would be wise to first get an insight into the consumers interests, preferences, demographics, location and other aspects of a the group.
Tencent, a Chinese social media company, did just this before the launch of Weixin. Tencent conducted an analysis of its audience, grasp an understanding of their behaviors and came up with a product that would fit right into their audience everyday routines and habits ~ A social media platform that performs multiple tasks from an app. The world globally has become addicted to their smart phones. Let’s face it, whether we like it or not, anxiety, depression, sleep disorders, inability to focus, zero peace of mine are just a few effects from the smartphone addiction and unhealthy social media activity. As our digital world evolves, our smart phones have become a part of our wardrobe. Regardless if we are at work, school, doctor’s appointment or getting take-out food, our cell phone is attached to us! Smart phones have become an imminent part of our lives today and has brought a whole new meaning to the term multi-tasking
For any product to be successful, a company needs to identify the needs of their audience and fulfill that need ~ Tencent did a great job with fulfilling this need with the launch with Weixin.
Tencent has created a product that fulfill both the addition of the smart phone and social media appetite of its audience. Weixin also has the capabilities to limit the number of social media sites a user visit and in turn reduce its “search cost” ~ who doesn’t want to make their lives easier, with a one stop shop social media site, when you’re a social media junkie 😊. Weixin, has the ability to allow its users to send message, share news and pictures or even make a purchase~ of course this platform would be attractive for anyone on the go. With social media being a part of our daily lives, Tencent hit the lottery with this idea!
Tencent also made the technology of Weixin more attractive to it users. To save the users time, by eliminating the trouble of typing Chinese character, they can record messages, by simply holding down one button ~ Whoohoo! Our lives are busy enough, so whatever saves us time, is a WINNER!
The simplicity and ease that Weixin creates for its user, this platform, with undoubtedly be a hit globally.
A Change Is Needed!!! 
You are on point with the audience analysis – Knowing your audience is key and sets the company on the right path in identifying opportunities and challenges before it pops up. I really enjoyed reading your blog because it touched many facets of why Weixen has been very successful. The true question now is will the eastern side of the world have a version of Weixen in the near future? and will it be as successful as China?
I think my main concern about this would be cyber-attacks. The app has a wealth of information on its users and that it is a bit scary. Yes, it is convenient and would attract a vast amount of users, but our world has evolved and keep on evolving, we have become very mobility. We are constantly on the go, constantly working, constantly thinking of the next big thing, constantly conversing and the app supports the movers and busy lives that we have.
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Solid post! You got it right that Tencent took the time to understand their audience, which had an addiction to smart phone technology. All they had to do was simplify the process and make an “all in one” app that would be highly desirable for the audience. Eventually the app becomes a part of their everyday lives.
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