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Chat Apps: New Frontiers of Mobile Audience Engagement

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Presentation slides from Trushar Barot (@Trushar), Apps Editor for BBC World Service/Global News.

Presented at the Online News Association conference in Chicago 2014

Published in: Mobile
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Chat Apps: New Frontiers of Mobile Audience Engagement

  1. 1. Chat Apps: New Frontiers of Mobile Audience Engagement @Trushar Apps Editor, BBC World Service/Global News #ONACHATS
  2. 2. Blackberry Messenger: London riots 2011 Image: shapersofthe80s.com #ONACHATS
  3. 3. WhatsApp growth rate Chart: BusinessInsider.com #ONACHATS
  4. 4. These are mobile first social media platforms #ONACHATS
  5. 5. BBC News on chat apps timeline 2014 April May September #ONACHATS
  6. 6. Indian elections pilot #ONACHATS
  7. 7. #ONACHAT
  8. 8. #ONACHAT
  9. 9. #ONACHAT
  10. 10. #ONACHATS
  11. 11. #ONACHATS
  12. 12. Emoji enables your audience to tell you how they feel about a story, not just what they think #ONACHATS
  13. 13. #ONACHATS
  14. 14. #ONACHATS
  15. 15. Breaking news cartoon alert ☚ #ONACHATS
  16. 16. Whatsapp Positives + ● Biggest audience/user based ● Very low unsubscribe rates ● Feedback very positive ● Anecdotal evidence: we are reaching new users Negatives - ● Very labour intensive ● Not possible to work collaboratively ● Instability of the app ● No analytics ● No promotional help available from WhatsApp #ONACHATS
  17. 17. WeChat Positives + ● Easy to learn publishing platform ● Basic analytics/stats ● Promotional help from WeChat ● Slick presentation/user experience ● Stable platform Negatives - ● User behaviour much more passive ● Limited: 1 daily push alert ● Smaller user base #ONACHATS
  18. 18. #ONACHATS
  19. 19. BBM #ONACHATS
  20. 20. MXIT #ONACHATS
  21. 21. #ONACHATS
  22. 22. What we’ve learned so far…. #ONACHATS
  23. 23. The chat app push alert is the most potent content delivery system in history #ONACHATS
  24. 24. Chat apps enable you to be more intimate with #ONACHATS your audience
  25. 25. #ONACHATS Chat apps can improve the communication workflows of your teams
  26. 26. Chat apps content that works well: #GoFigure #ONACHATS
  27. 27. Chat apps content that works well #ONACHATS
  28. 28. Video and Image aspect ratios for chat apps ✓ This is GOOD ✗This is BAD #ONACHATS
  29. 29. Chat apps and UGC #ONACHATS
  30. 30. trushar.barot@bbc.co.uk Produced with the assistance of Esra Dogramaci ☚ @trushar #ONACHATS

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