The Charlesworth Group has announced that it is extending the scope of its WeChat account management service for Dove Medical Press Ltd, part of the Taylor and Francis Group, with the launch of a new WeChat mini-program, designed to help Dove increase engagement with its Chinese author community. The mini-program provides a video platform for Dove author videos with liking and voting functionality, allowing the Dove WeChat community to rank the videos by popularity, with an annual prize for the most voted-for content.
WeChat mini-programs are sub-applications within the publisher’s official WeChat account ecosystem. Their use by marketers has grown dramatically as they introduce more functionality, more dynamic navigation and more flexibility than provided by the main WeChat menu structure. Mini-programs allow followers to be kept engaged in the publisher’s WeChat environment longer, encouraging engagement with other publisher resources, news and journal content within the publisher’s WeChat channel. This helps to convert more followers and post sharing with colleagues and friends. In 2018, Charlesworth launched their own WeChat mini-program platform, currently used to deliver author education, and the Dove mini-program was developed utilising this proprietary platform by Charlesworth’s in-house technical and marketing teams.
This mini-program extension to Charlesworth’s WeChat management services, follows the effective integration of Dove’s manuscript submission and peer review system into The Charlesworth Group’s WeChat Gateway messaging platform in September 2018. The integration allows Dove to continually engage with their authors and enhance their experience by providing paper status notifications directly to authors’ phones via their personal WeChat accounts.
As part of their commitment to the fast-paced tech driven China market, The Charlesworth Group continues to invest in software developments, providing technical solutions for publishers which complement and extend their WeChat account management and China marketing services offering.
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