Messaging Apps: The New Face of
Social Media and What It Means
for Brands
July 31, 2014
Messaging Poised To Overtake Social Networks
Social Networks vs. Messaging Apps
What Do We REALLY Want From Social Media?
“We keep on treating
social media like it
can be a broadcast
mechanism. It won’t...
Downsides of Traditional Social Networks
Social Networks vs. Messaging Apps
What’s the difference?
One-To-Many
VS.
One-To-One
Facebook Users Becoming Passive
57% of UK WhatsApp users say they use
Facebook less than they used to.*
Usage of Facebook ...
The Current Messaging
Ecosystem
From SMS Alternative To Multimedia Hub
Massive Scale, Hyper-Fragmentation
Global Reach, Regional Preferences
Industry Challenges
Limited Targeting and Analytics
Lack of Turnkey Brand Solutions
Case Studies From 5 Popular
Messaging Apps
LINE
Based In Japan
The “Fun” Messaging App
LINE Leads The Pack On Revenue
480M+ registered users
$338M revenue in 2013:
Ÿ 60% in-game purchase
Ÿ 20% stickers
Ÿ 20% o...
Paul McCartney Official LINE Stickers
LG HomeChat turns appliances into friends
WHATSAPP
Based In the U.S.
The No-Frills Messaging App
WhatsApp Conquers The Globe With Simplicity
500M+ active monthly users
8% of U.S. mobile users
Up to 80% in other countries
WhatsApp World Cup Campaign In Spain
SNAPCHAT
Based In the U.S.
The Ephemeral Messaging App
Snapchat a Huge Hit With Teens and College Kids
77% of college students use
Snapchat daily*
70% of students say they’d
add...
A Favorite of Digital-Savvy Brands
New Feature: Geofilter Sticker Overlay
New Feature: “Our Story”
KIK
Based In Canada
The Web Browsing Messaging App
Kik Creates Browser For The Mobile Web
140M+ registered users
70M+ in the U.S.
20 = the average age of users
HTML5 based o...
1D Builds Community of 1M+ On Kik
Weinstein Company Taps Kik
TANGO
Based In the U.S.
The Multicultural 25+ Messaging App
Tango Proves Messaging Isn’t Just For Teens
215M+ registered users
66M+ in the U.S.
70% of users are 18-44
Notably diverse...
Tango Launches “Channels”
Tango Tests Native Ads
Best Practices
Selecting A Platform
What to consider when comparing apps
1. Audience
2. Location
3. Action
Creative Best Practices For Brands
1. Enhance the conversation.
2. Create opportunities for fans to interact.
3. If you ha...
Building A Community
Emerging Third Party Partners
A New Mindset For A New Ecosystem
Thanks!
If you have any questions, please
feel free to contact me:
Email: eytan@ipglab.com
Kik: @helloeytan
Twitter: @eyta...
Marketing and Messaging Apps: What you need to know to activate on behalf of brands? - BDI 7/31 Direct Messaging Marketing...
Marketing and Messaging Apps: What you need to know to activate on behalf of brands? - BDI 7/31 Direct Messaging Marketing...
Marketing and Messaging Apps: What you need to know to activate on behalf of brands? - BDI 7/31 Direct Messaging Marketing...
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Marketing and Messaging Apps: What you need to know to activate on behalf of brands? - BDI 7/31 Direct Messaging Marketing Forum

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Presentation: Marketing and Messaging Apps: What you need to know to activate on behalf of brands?
Presented by: Eytan Oren, Director of Partnerships, IPG Media Lab
Earlier this year, the IPG Media Lab released “Messaging Apps: The New Face of Social Media and What It Means for Brands”- the most comprehensive research to date on messaging apps. The 28-page report is a result of two years of intensive research and interviews with influencers and messaging app developers. This comes at the heels of the IPG Media Lab’s recent work on behalf of client Syco/Columbia Records for the launch of the One Direction Kik Card. Today, Eytan Oren, Director of Partnerships at the IPG Media Lab will take a closer look at what is going on in the messaging app space and how marketers can join this social conversation.

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Transcript of "Marketing and Messaging Apps: What you need to know to activate on behalf of brands? - BDI 7/31 Direct Messaging Marketing Forum"

  1. 1. Messaging Apps: The New Face of Social Media and What It Means for Brands July 31, 2014
  2. 2. Messaging Poised To Overtake Social Networks
  3. 3. Social Networks vs. Messaging Apps
  4. 4. What Do We REALLY Want From Social Media? “We keep on treating social media like it can be a broadcast mechanism. It won’t be.” -danah boyd
  5. 5. Downsides of Traditional Social Networks
  6. 6. Social Networks vs. Messaging Apps What’s the difference? One-To-Many VS. One-To-One
  7. 7. Facebook Users Becoming Passive 57% of UK WhatsApp users say they use Facebook less than they used to.* Usage of Facebook Messenger jumped from 27% to 40% in the UK since it became a standalone product.* *GWI survey
  8. 8. The Current Messaging Ecosystem
  9. 9. From SMS Alternative To Multimedia Hub
  10. 10. Massive Scale, Hyper-Fragmentation
  11. 11. Global Reach, Regional Preferences
  12. 12. Industry Challenges
  13. 13. Limited Targeting and Analytics
  14. 14. Lack of Turnkey Brand Solutions
  15. 15. Case Studies From 5 Popular Messaging Apps
  16. 16. LINE Based In Japan The “Fun” Messaging App
  17. 17. LINE Leads The Pack On Revenue 480M+ registered users $338M revenue in 2013: Ÿ 60% in-game purchase Ÿ 20% stickers Ÿ 20% official accounts + other features
  18. 18. Paul McCartney Official LINE Stickers
  19. 19. LG HomeChat turns appliances into friends
  20. 20. WHATSAPP Based In the U.S. The No-Frills Messaging App
  21. 21. WhatsApp Conquers The Globe With Simplicity 500M+ active monthly users 8% of U.S. mobile users Up to 80% in other countries
  22. 22. WhatsApp World Cup Campaign In Spain
  23. 23. SNAPCHAT Based In the U.S. The Ephemeral Messaging App
  24. 24. Snapchat a Huge Hit With Teens and College Kids 77% of college students use Snapchat daily* 70% of students say they’d add brands as friends* Peak usage during evenings and weekends* *Source: Sumpto
  25. 25. A Favorite of Digital-Savvy Brands
  26. 26. New Feature: Geofilter Sticker Overlay
  27. 27. New Feature: “Our Story”
  28. 28. KIK Based In Canada The Web Browsing Messaging App
  29. 29. Kik Creates Browser For The Mobile Web 140M+ registered users 70M+ in the U.S. 20 = the average age of users HTML5 based open platform Often used to meet new people
  30. 30. 1D Builds Community of 1M+ On Kik
  31. 31. Weinstein Company Taps Kik
  32. 32. TANGO Based In the U.S. The Multicultural 25+ Messaging App
  33. 33. Tango Proves Messaging Isn’t Just For Teens 215M+ registered users 66M+ in the U.S. 70% of users are 18-44 Notably diverse user base
  34. 34. Tango Launches “Channels”
  35. 35. Tango Tests Native Ads
  36. 36. Best Practices
  37. 37. Selecting A Platform What to consider when comparing apps 1. Audience 2. Location 3. Action
  38. 38. Creative Best Practices For Brands 1. Enhance the conversation. 2. Create opportunities for fans to interact. 3. If you have to hard sell, give them something they really want.
  39. 39. Building A Community
  40. 40. Emerging Third Party Partners
  41. 41. A New Mindset For A New Ecosystem
  42. 42. Thanks! If you have any questions, please feel free to contact me: Email: eytan@ipglab.com Kik: @helloeytan Twitter: @eytanandembassy

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