The Rise of Social Messaging Platforms
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Transcript of The Rise of Social Messaging Platforms
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RISE OF SOCIAL MEDIA MESSAGING PLATFORMS March 27, 2014
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EMERGING SOCIAL PLATFORMS
Changing social landscape!Are teens leaving Facebook?!Reach decreasing on Facebook while other platforms increase!
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IMPORTANCE OF MESSAGING
Messaging is still the core of our digital experience!
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NOT JUST TEXT
Messaging is becoming more visually driven!Photos!Drawings!Re-sharing visuals!Stickers and icons!Videos
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MESSAGING APPS
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MOBILE ADVANTAGES
Mobile messaging apps have specific advantages:!Resources: connections built in through phonebook & social login!Content creation: picture taking and photo uploads are easier!Push notifications: gets attention without cluttering email inboxes!!You can’t block SMS!Username vs. phone #!Answering question - what else can I do with SMS?!!
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A cross-platform mobile messaging app which allows users to exchange messages without having to pay for SMS!465,000,000 monthly active users!330,000,000 daily active users!Acquired by Facebook!
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WhatsApp breaks many conventions!Former Yahoo! employees!Founder turned down by Facebook!Mid-late thirties!Carry old phones!
Smartphone penetration in India is still under 10%!
!
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Was $19 billion too much?!Daily messaging volume more than the entire global SMS text volume!Adding 1 million new members each day!More than 72% are active!Is it worth 10% of Facebook?!
$35 vs $140 per MAU!
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FACEBOOK MESSENGER
Messaging with your Facebook contacts!53,000,000 monthly active users!Not as focused on real-time chat!Doesn’t see as a WhatsApp competitor!
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KIK
Messaging app popular in North America!Kik Cards allow users to send YouTube videos, images, finger-drawn sketches, and games!100,000,000 total users
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ONE DIRECTION’S KIK
Popular teen band One Direction used Kik to promote a new album!The campaign used a shareable Kik Card to link to the album, exclusive content, and a special chat thread for fans.
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TANGO
Recently funded mobile app!Messaging, voice and gaming!$280 million in Series D funding from Alibaba!200 million registered users!70 million active users!25-45 years old
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LINE
Mobile messaging, popular in Japan!LINE also provides:!
• Mobile payments!• Stickers in chat!• Shake-to-add contacts!
380,000,000 global monthly active users!10,000,000 U.S. monthly active users!More than 50% of brand messagesare opened on LINE
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MAYBELLINE
Used LINE to launch its Lip Polish lipstick in Thailand!Users added as a new contact, branded chat stickers drove awareness!5.5 million opted into flash sale!One sale every 20 seconds
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MESSAGING AS SOMETHING MORE?
Control smart appliances through messages
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WeChat is another messaging app, the most popular in China!355,000,000 monthly active users!Unique features include:!Multimedia messaging!Free calls and video chat!Voice message chat!Xiaomi sold 150,000 smartphones in 10 minutes
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OTHER APPS
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Photo and video posts!200 million monthly active users!60 million photos shared daily!15 second videos!New ad platform
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Fox & Fawn!20-40% of daily sales from Instagram
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SNAPCHAT
Snapchat is a photo messaging app that lets users share photos and videos with text and drawings with their friends!Messages disappear within a set number of seconds!Posts sent to a user’s page are viewable for 24 hours!Estimated 30,000,000 monthly active users!400 million “snaps” sent daily
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MCDONALDS ON SNAPCHAT
McDonalds introduced their Bacon Clubhouse sandwich using these Snapchat best practices:
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NEW ORLEANS SAINTS ON SNAPCHAT
Telling a behind-the-scenes story!Pre-game huddle!Video shout-outs from players!37,000 followers!21,000 views of each snap story
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JELLY
Jelly is a Q&A app that allows users to ask questions and get advice from friends
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LOWES ON JELLY
Lowes keeps its participation on the platform simple!Asks and questions relevant to their target!Displays brand expertise through answers
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SECRET AND WHISPER
Secret-sharing apps that allow users to post text with picture backgrounds and receive replies anonymously!Secret is iOS only and shares with people you know!Whisper is cross-platform shares with everyone!Whisper is searchable, meaning posts about brands can be gathered for social listening
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FOR MARKETERS
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FOR MARKETERS
Should you be using for marketing?!If you’re targeting a young customer, you should be exploring!Identify ad opportunities where available!Create partnerships where possible!Find opportunities to test campaigns!Short-term campaign or long-term platform?!Still an opportunity to be breakthrough