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Communication in times of Messenger Apps

Brian Tomlinson – Aarhus, Denmark – November 3rd 2016

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HAPAG-LLOYD

Founded 1847

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Who am I?

175 Vessels

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175 Vessels128 Services500 Ports 118 Countries

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What we ship

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Who am I?

n Digital Communicationsn Internal/External communicationsn Social Median Content Marketingn 9 years Global Sales

n Next:• Mobile App• Messenger Apps• Customer Communication

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Communications Approach

TRANSPARENCY

MODERN

REGULARITY

HONESTYEMPATHY

+EMOTION

SPEED

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Is this really happening right now?

Source: Endless Origami

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Game Changer

Mobile is changing the game

7.448 BTotal population

4.779 BUnique mobile

users

3.630 BInternet users

2.438BActive mobile social users

121%

104% 124%

139%

123%

109%

108%

82%

77%

99%

124%

West Europe

North America

South America

East Europe

Middle East

Central Asia

East Asia

SouthEastAsia

Africa

Oceania

Mobile Connections

2016 Digital YearBook - We are social

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Desktop vs Mobile

How to approach consumers is changing

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Your Audience

Do you know WHO/WHERE they are?

n Do you know who and where your audience is?

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Top Ranked Social Media Networks

Are Social Networks over?

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How to approach it

Think global, act local

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Which Messenger App?

Not everything fits for everyone

Languages

Times

Privacy

FunctionalitiesCustomer Services

Sales

Marketing

IT

Customers

Employees

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WhatsApp

§ Communication with friends & family

WHATSAPP

Features

Chat/Group chat Send pictures & videosSend voice messages

Voice calls Send location

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Mercedes Benz @ Whatsapp + Telegram

§ Newsletter

§ Stories§ Visuals§ Videos

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Mercedes Benz @ Whatsapp + Telegram

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Facebook Messenger

§ Communication with friends, family & business associates

FACEBOOK MESSENGER

Features

Calls/Video Calls Send photos & videosSend location

Live Chats Send documents

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UPS @ Facebook Messenger

Actual customer service

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WeChat

WECHAT

Features

Share location Games Calls Video Conference

Payment andMoney transfer

Messaging Share photos and Videos; likes and

comments („moments“)

Official Accounts (OA)

§ One App that fits everywhere

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DHL @ WeChat

Additional services

§ E Ship § Freight Pay via WeChat § Info on UAV § Notification on price updates (for customer)

„I have to find“ Customer Service Live

Chat

Accounts§ Log in § Create Account§ Help § Etc

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Why WeChat?

Knowing your audience

WECHAT

806million

MonthlyActive Users

70million

Users Outside China

1.1billion

Accounts

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WeChat Mockups

Hello, Welcome at Hapag-Lloyd.

9:02 AM

Current Service Info

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WeChat Mockups

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WeChat Mockups

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WeChat Mockups

Optional

View on map

Connect via WeChat

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WeChat Mockups

Dear customer, you will be connected to the next available person. How can we help you?

Dear customer, please select the department you’d like to be connected to: 1) Sales 2) Booking3) Other

Hello, how can I help you?

Examples

Hi!

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WeChat Mockups

Push Messages

§ Most recent news§ Most important information§ Promotion of a new service

Directly to the customer

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WeChat – Enterprise Account

§ Enterprise accounts Internal accounts

§ Can only be followed by employees with a company email address

§ Only verified Service Accounts and Enterprise Accounts have access to advanced features and developer tools

Dear employee, Welcome to the internal Hapag-Lloyd WeChat Account.Please identify with your user-ID by answering to this message.

9:02 AM

Company HIP Benefits

9:02 AM

Current Service Info

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Opportunities

Messaging Apps

- Integrate you website into the app

- More functions than just chat- Cost efficiency

Create Awareness

- Engage where you audience is- Easiest and fastest way to connect- Think global, act local

Customers as focus- Know who they are- Deliver what they need- Learn from the source: keep

in touch- Closer relationships

Cross Platforms Apps