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The Power of LINE @

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LINE the most popular chat application in Thailand has introduced its new tool to make SMEs marketing easier.

Published in: Marketing
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The Power of LINE @

  1. 1. THE POWER OF LINE@ FOR B2B MARKETING IN THAILAND
  2. 2. 2© CANVASSCO 2016 “WHY DIGITAL MARKETING BECOMES SO IMPORTANT FOR B2B MARKETING IN THAILAND ? ”LET’S TAKE A LOOK !
  3. 3. HALF OF THAI POPULATION USE SOCIAL MEDIA, 89% ACCESS THROUGH MOBILE 3© CANVASSCO 2016 Total Population Active Internet Users Active Social Media Users Mobile Connections Active Mobile Social Media Users 68.05 million 38 million 38 million 82.78 million 34 million Urbanisation 52% Penetration 56% Penetration 56% vs Population 122% Penetration 50%
  4. 4. LINE BECOMES THE SECOND ACTIVE SOCIAL PLATFORMS IN 2016 4© CANVASSCO 2016 Facebook LINE Facebook Messenger Google+ Instagram Twitter Pinterest Whatsapp Skype Linkedin 10 10 11 11 14 19 22 28 29 32 18.6 Average Top Active Social Platforms in Thailand Unit: Percentage Source:
  5. 5. 40% OF MOBILE USERS USE MOBILE MESSENGERS 5© CANVASSCO 2016 Percentage of the population using mobile Messengers 33% 33% 30% 32% 40% Percentage of the population watching videos on mobile Percentage of the population playing games on mobile Percentage of the population using mobile banking Percentage of the population using mobile map services
  6. 6. 6© CANVASSCO 2016 “LET’S CONSIDER COMMON PROBLEMS AMONG B2B MARKETERS AND SEE WHY B2B IN THAILAND NEED DIGITAL PLATFORMS ESPECIALLY LINE@ ”
  7. 7. COMMON PROBLEMS AMONG B2B MARKETERS 7© CANVASSCO 2016 01 02 03 04 Lack of end-users database Can’t communicate directly to end-users Don’t know end-user’s behaviour and preferences Do not have high negotiation power towards other parties in value chain
  8. 8. THIS IS WHY LINE@ COULD HELP B2B MARKETERS TO SOLVE COMMON PROBLEMS 8© CANVASSCO 2016 Keep customer database through followers Communicate directly to end-users by using broadcast function Conduct basic poll and survey through survey function to observe end-user behaviour Gain negotiation power by providing promotion though coupon function
  9. 9. 9© CANVASSCO 2016 “4 KEY POINTS B2B MARKETERS NEED TO UNDERSTAND BEFORE START USING LINE@ ”
  10. 10. UNDERSTAND LINE USERS BEHAVIOR 10© CANVASSCO 2016 1 2 3 4 Prefer short content, not too long. Easy to understand in a few minutes Immediately ignore long content, if users feel it’s too long Prefer photo and sticker function rather than texts Twice reading. First reading is on the screen and second is when users go into chat page
  11. 11. LINE USERS JOURNEY 11© CANVASSCO 2016 B C D E G F A AWARENESS RESEARCH PRE- PURCHASEDECISION PURCHASE POST- PURCHASE RECOMMEND TO FRIEND Line users seeks product and usage review via website such as blog, webboard Line users perceive product via social media platforms Decision depends on social sphere Lines user get into product website to check where to buy, store location, inventory, and payment system Make a purchase Experience product (good/ bad) Make a recommendation through website, blog, and word- of-mouth is used to support awareness through broadcast, build trust for decision making, and keep customer in post-purchase stage
  12. 12. LINE@ LIMITATIONS Pull and push marketing can’t be done by only LINE@ ! 12© CANVASSCO 2016 “ LINE@ can’t stand alone and access to end-users. Other digital platforms need to be used to introduce LINE@ account ”LINE@ can’t do push marketing like Facebook LINE@ can’t do pull marketing like website End-users in LINE@ come from follower which B2B marketer couldn’t customised customer criteria before broadcast message like Facebook. Chatting is also not permitted End-users in LINE@ can’t search LINE@ through internet like website for pulling customer. Other platforms is needed to be used as the bridge to link with LINE@
  13. 13. 13© CANVASSCO 2016 “10 FUNCTIONS IN LINE@ THAT B2B MARKETERS SHOULD KNOW ”
  14. 14. LINE@ FUNCTIONS FOR B2B MARKETING 14© CANVASSCO 2016 01 CHAT 1-1 Account owner has to wait for end-users to initiate the chat, can’t start the conversation 02 AUTOREPLY 1.) Greeting message 2.) Autoreply keyword 03 BROADCAST Broadcast message/ photo to multi- accounts (followers) 04 TIMELINE Sharing content, promotion, product, etc. 05 ACCOUNT PAGE Used as E-brochure/ Product catalog 06 RICH MESSAGE Sending photo with link or message (can add up to 6 website links and need to use with broadcast function) 07 COUPON/ EVENT Used as promotion and event channel (need to used with broadcast function) 08 PRIZE DRAWING PAGE Commonly used with coupon and broadcast function 09 PROMOTION PAGE Used to inform sales promotion to user (need to use with broadcast function) 10 POLL & SURVEY Used to observe customer behaviour and insight to develop product and promotion (need to use with broadcast function)
  15. 15. 15© CANVASSCO 2016 “9 TECHNIQUES TO DO MARKETING VIA LINE@ ”
  16. 16. 1. LINE@ LOYALTY PROGRAM Change from ‘member’ to ‘follower LINE@‘ by adding LINE@ account Provide promotion such as discount coupon after adding LINE@ account After customer turn to follower, the list database become bigger and used to inform promotion
  17. 17. 2. LINE@ PRIZE DRAWING CAMPAIGN Create online/offline activities or set up target sales per customer Provide discount coupon/ product for customers join event or purchase at target sales Online activities can be done by set up question and auto reply keyword for answer choice Prize drawing campaign message can be greeting message or broadcast
  18. 18. 3. LINE@ E-BROCHURE Put general information in account page Adjust content setting to E-brochure by putting product details Broadcast message to followers and inform about product in E- brochure
  19. 19. 4. LINE@ PROMOTION PAGE Add tag in the at same product category Require users some action such as adding/share content before providing promotion Broadcast message to followers and inform what are promotion available in LINE@
  20. 20. 5. LINE@ BROADCAST TO TIMELINE Create content, promotion, and coupon Always broadcast with photo and attached rich message in the link Broadcast to timeline is used to increase post engagement in timeline
  21. 21. 6. LINE@ BROADCAST RICH MESSAGE Always broadcast by using large photo Attached link in the photo containing message you would like to deliver Only long message is beneficial to use with rich message since it can link to website
  22. 22. 7. LINE@ STATISTIC CHECKING Remember that there will be someone who block account after broadcast message Always check the number of user who block in each day and investigate cause Always check the number of additional follower in each day and check what you’ve done
  23. 23. 8. LINE@ POLL & SURVEY Create coupon for survey prize Create poll & survey and attach coupon for those who answer the question Set up poll and survey is useful to gain consumer insight and behaviour
  24. 24. 9. LINE@ ONLINE CALL CENTRE Use auto reply key word as main function Set up question mapping for creating online call centre Always use number as answer for user’s convenience
  25. 25. LINE@ CAMPAIGN SAMPLE
  26. 26. LINE@ CAMPAIGN SAMPLE
  27. 27. ANY QUESTION? THANK YOU FOR YOUR ATTENTIONS www.canvassco.com Email us: contact@canvassco.com VISIT US AT LINE us: @canvassco

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