The Whisper and Secret apps - POV on the ephemeral web


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Secrecy is back in social and digital behaviors.
WELCOME TO THE MASCARADE BALL! You know who is invited… But you don’t know who says what.

A quick analysis of the Whisper, the Secret apps and of the ephemeral web.

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The Whisper and Secret apps - POV on the ephemeral web

  1. 1. 1 1 Confidential © 2014 8/4/14 8/4/14 SECRECY is back IN SOCIAL AND DIGITAL BEHAVIORS THE WHISPER AND SECRET APPS
  3. 3. 3 3 Confidential © 2014 Confidential © 2014 8/4/14 3 8/4/14 3 Confidential © 2014 OVERVIEW
  4. 4. 4 4 Confidential © 2014 Why are you here? §  Whisper and Secret are new successful apps that Iris is secretly keeping on its radar. §  Secret is among the top 20 social ranking apps in the Apple app store. §  Whisper saw over 2.1 billion page views (in March 2014). §  Facebook may be working on its own “secret” service when its philosophy has always been “Anonymity must disappear on the Internet”.
  5. 5. 5 5 Confidential © 2014 Confidential © 2014 8/4/14 5 8/4/14 5 Confidential © 2014 Insights
  6. 6. 6 6 Confidential © 2014 PEOPLE LOVE SHARING SECRETS §  Sharing secrets is inherently fun, juicy, gossipy and illicit.
  7. 7. 7 7 Confidential © 2014 AND, THEY ALWAYS have §  It is nothing new, it now just happens online, and on dedicated social networks. PRIVATE (WOM,TEXT, EMAILS) PUBLIC (SOCIAL MEDIA, BROADCASTING INFO) PRIVATE AGAIN (THIS NEW WEB TREND)
  8. 8. 8 8 Confidential © 2014 §  Because people have already been sharing everything else somewhere else, and other platforms don’t satisfy their needs. §  These apps are fun, and real tools to help young people put their secret on display. §  These are places where parents are not or at least not yet. As SOCIAL NETWORKS have ALWAYS Mimicked REAL-LIFE behaviors, People needed new “official places” to share
  9. 9. 9 9 Confidential © 2014 Because YOUNG PEOPLE WANT TO Regain ANONYMITY online §  Everything is identity-related on social. People want to be found (Facebook), associated with smart ideas (Linkedin), be among the first ones to share major pieces of content (Google plus). §  But people also want their Internet back, when it was separate from the real-life, when people had both a real first name and a screen name.
  10. 10. 10 10 Confidential © 2014 THE EPHEMERAL WEB HAS BECOME POPULAR §  The ephemeral web (like Snapchat) is successful, it allows to share a moment/a secret for a matter of seconds. §  Young people want social networks that mimic the real- life, and the real-life equals fleeting conversations. Millennials don’t want to be part of a permanent record. §  They want the permission to be drunk on Facebook with no consequences. Without the fear that everything you post online is permanent, and can be seen by a huge invisible audience.
  11. 11. 11 11 Confidential © 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Confidential © 2014 WELCOME TO THE MASCARADE BALL You know who is invited… But you don’t know who says what
  12. 12. 12 12 Confidential © 2014 Confidential © 2014 8/4/14 12 8/4/14 12 Confidential © 2014 WHISPER AND SECRET
  13. 13. 13 13 Confidential © 2014 WHISPER
  14. 14. 14 14 Confidential © 2014 What is it? The official description on the app store §  Whisper is the best place to express your secret online. Connect with likeminded individuals, and discover the unseen world around you. With Whisper, you’re free to anonymously share your thoughts with the world, and build lasting, meaningful relationships in a community built around trust and honesty. §  Highlight: express yourself with a vast selection of photos and creative fonts.
  15. 15. 15 15 Confidential © 2014 How do users find a whisper? 1.  Nearby (by miles) 2.  Latest (minutes ago it was posted) 3.  Popular (amount of hearts)
  16. 16. 16 16 Confidential © 2014 How do users post a whisper? 1.  Select a location (GPS, the app pushes it for you) 2.  Type down a Whisper (no character limit) 3.  Select an image (suggested or yours), and a font 4.  Set up the security parameters (nickname and a PIN code to enter twice)
  17. 17. 17 17 Confidential © 2014 What are people sharing? Real secrets or open-ended questions to start conversations with likeminded people.
  18. 18. 18 18 Confidential © 2014 Keeping the users involved The nearby whisper localization notification The direct message functionality to keep secret conversations going on
  19. 19. 19 19 Confidential © 2014 Who is using it? Millennials are on WHISPER §  90% are 18-24 y.o., users need to be 17 y.o. to download it. §  Through VOICE, the app wants to position itself as the Millennials’ new best friend, as this is a place where they can talk freely about their problems.
  20. 20. 20 20 Confidential © 2014 SECRET
  21. 21. 21 21 Confidential © 2014 What is it? The official description on the app store §  Secret is a new way to share what you’re thinking and feeling with your friends. Write anything that’s on your mind, free of judgment. Make your words stand out a photo or a color backdrop. Customize further with blur, textures and moods… §  SECRET IS A PLACE TO BE YOURSELF: People can deliver the information they need to deliver, but protecting themselves at the same time.
  22. 22. 22 22 Confidential © 2014 How do users find a secret? 1.  Similar to Tumblr, it is a dashboard on which the user scrolls down.There are no real search options. 2.  The app just added the nearby functionality, but it is generic (“San Jose”), not adapted to the precise localization of the user.
  23. 23. 23 23 Confidential © 2014 How do users post a secret? 1.  People connect anonymously through their address books. 2.  People post their secrets choosing their picture or the color of a background if no visual. 3.  Popular secrets become more visible (similar to the Facebook newsfeed): Secret appear from a “friend” or from a “friend of a friend”. If one person likes it: visible by the creator’s own friends, If six people like it: visible by everyone (on the app’s dashboard) identified by the city/state they originated 4.  People have a different identity for each secret that they comment on.
  24. 24. 24 24 Confidential © 2014 What are people sharing? Real secrets and things they feel ashamed to talk about, stupid questions/things they would feel stupid asking/doing.
  25. 25. 25 25 Confidential © 2014 How are people interacting with each other’s secrets? Like on Facebook Only through likes and comments for each secret, And through likes of each comment.
  26. 26. 26 26 Confidential © 2014 Who is using it? §  The 25-34 y.o.? §  While there is no user data, people appear a little older than on Whisper, according to the revealed secrets, and to the nerd beginnings of the app’s life (Silicon Valley people).
  27. 27. 27 27 Confidential © 2014 Whisper versus secret
  28. 28. 28 28 Confidential © 2014 How are they different? WHISPER APP SECRET APP Target The Millennials 18-24 y.o. Target The 25-34 y.o. More conversational (direct messaging) Less conversational (likes, comments only) Different search options No search options (a dashboard) Content Real secret or open questions, the goal is to talk with the anonymous community Content It can be revealed. Sharing secrets is a game, people may want their secret to become famous and revealed. Network Within the network, people want to be put in touch with people sharing the same secret, the same concern as theirs to get supportive comments. Network Within people’s network, they want to discover the secret of the people they know, or they they may know. All about the localization of the user Not as much, they are slowly getting there.
  29. 29. 29 29 Confidential © 2014 Their common point is that they both need users to spread their secrets and the word!
  30. 30. 30 30 Confidential © 2014 Confidential © 2014 8/4/14 30 8/4/14 30 Confidential © 2014 Are brands welcome in these secret social networks?
  31. 31. 31 31 Confidential © 2014 WILL THE USERS LEAVE WHEN BRANDS CRASH THE PARTY? It is all about the users revealing personal things, and secrets to each other. Will they leave the social networks, as soon as brands take part in these masked dialogs?
  32. 32. 32 32 Confidential © 2014 HOW did BRANDS already jump IN THE secret CONVERSATIONS?
  33. 33. 33 33 Confidential © 2014 DEADBEAT (HULU) TV Series used Whisper to increase engagement It is branded content (logo), it is all about encouraging users to add their post to the featured visuals, creating and fostering ongoing conversations. But what is the secret part of it?
  34. 34. 34 34 Confidential © 2014 Gap used Secret to be the first one doing it First brand to use a lot of “new” social networks (Instagram, Vine). Its secret was actually about sharing one. Not a real authentic secret though.
  35. 35. 35 35 Confidential © 2014 Confidential © 2014 8/4/14 35 8/4/14 35 Confidential © 2014 How can our brands then leverage these platforms?
  36. 36. 36 36 Confidential © 2014 As brands can’t advertise yet, these apps are good opportunities to: §  Be where the young social savvy audience now is. §  Be anonymous to reveal gossips, play it cool towards the young audience who wants to be the first to know, and to get exclusive content. §  Launch a campaign, these apps are the perfect places for campaign teasers. §  Produce relevant, and coherent experience/content for the target. It either has to be genuine secrets or some really engaging content to start conversations. §  Gather the audience to discover the brand content on Secret, as secrets need at least six likes to be revealed. (cf. next slide)
  37. 37. 37 37 Confidential © 2014 “Secret” can be used a crowd sourced gathering to discover some hidden brand content It makes the target really want to see the brand content. Similar to the Perrier Club (“Can you handle the heat” campaign), people have to gather their peers to see not yet-revealed content.
  38. 38. 38 38 Confidential © 2014 Thank you!