This document discusses direct messaging and its growth as a marketing channel. It provides an overview of the history and definitions of direct marketing. It notes that messaging apps now have over 1.35 billion monthly users on Facebook Messenger alone. The decline of organic reach on social media and rise of messaging apps is discussed. Examples are given of how artists and brands have used messaging marketing successfully. Best practices for direct messaging are presented. The document then covers advertising on social media, noting it has become a monopoly and scale is important. It advocates treating growth as a process rather than individual tactics. Targeting exercises conclude the document.

1. by
Andreas
Mahringer
www.sendmate.io
SSSSDirect-to-Fan
Messaging & Social Media
FH Wien für Journalismus und Medienmanagement | WS 2018/19

2. Agenda
- Introduction
- History of Direct Messaging
- Cost/Benefit of a Communication
- Decline of Organic Reach
- Rise of Messaging
- Messenger Marketing
- Comparison w. Email
- Benefits & Value
- Examples
- Advertising on Social Media
- Create a growth machine
- Custom Audiences
- Targeting exercises
- Q&A
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3. Introduction
- 31, Vienna
- Marketing & Sales @ Kneissl Ski
- Uni: International Business Sciences & Economics
- Ogilvy, Barangaroo & BBDO
- Record Bird & Sendmate
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4. Record Bird - Never Miss a Release
“What if we automate the information flow, between artists and their fans
in the context of new music releases?”
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5. Sendmate - MailChimp for Messenger
“What if we enable artists, athletes, media companies and brands to reach fans and
consumers through the messaging apps they already trust and use every day?”
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6. How Sendmate works SSSS
Connect your Facebook Page
with Sendmate
1

7. How Sendmate works SSSS
Target your Fans/Customers
via location, timezone, gender,
language, and custom parameters…
2

8. How Sendmate works SSSS
Create & Send your message
Personalisation via <first_name>…
Delivered straight into your fans’
Messenger inbox.
3

9. Some of our Clients
Here’s to a fine group of people, who have already discovered the
unmatched potential of direct-to-fan-messaging through Sendmate:
SSSS
Imogen Heap
765,699 people like this
Gregor Schlierenzauer
233,527 people like this
alt-J
1,650,519 people like this
The Prodigy
3,674,456 people like this
RAM Records
227,789 people like this
Parov Stelar
1,013,377 people like this

10. SSSSA Brief History of
Direct Marketing
FH Wien für Journalismus und Medienmanagement | WS 2018/19

11. SSSS

12. Definition
Direct marketing is a form of advertising where organisations
communicate directly to customers through a variety of media
including cell phone text messaging, email, online adverts, fliers,
catalog distribution, promotional letters, infomercials, couponing
newspapers, direct response magazine ads, and outdoor advertising.
SSSS
99.9% of Direct Marketing sucks!

13. SSSS
Cost of Interruption
Value (relevance)
TV Ad
Flyers
ContentSocial Media
Cost/Benefit Model of Communication
Sirens
Messaging

14. SSSS
A Decline in Organic Reach
• Organic Reach on Social Media at all-time low
• Open/Click Rates of Emails to Consumers are super-low
• Need to advertise to get in front of existing audiences

15. SSSS
Growth of Messaging
Facebook Messenger has +1.35B monthly users.
Top-4 messaging apps, have already surpassed the top-4 social networks back in
2015, measured by their monthly user engagement.
Last year, 7.7B messaging accounts were active each month. That means, that the
average fan uses at least 2-3 different messaging apps.

16. SSSS
Growth of Messaging
Facebook Messenger has +1.35B monthly users.
Top-4 messaging apps, have already surpassed the top-4 social networks back in
2015, measured by their monthly user engagement.
Last year, 7.7B messaging accounts were active each month. That means, that the
average fan uses at least 2-3 different messaging apps.

17. SSSS
Growth of Messaging
Facebook Messenger has +1.35B monthly users.
Top-4 messaging apps, have already surpassed the top-4 social networks back in
2015, measured by their monthly user engagement.
Last year, 7.7B messaging accounts were active each month. That means, that the
average fan uses at least 2-3 different messaging apps.

18. SSSS
Content engaged with “in private” will influence newsfeed
algorithm:
Increasing importance of Messages
e.g. If artist sends messages to fan, and these fans engage with content,
newsfeed posts will also see their reach increased;
Increasing importance of Groups
e.g. Content engaged and discussed within groups, could influence
newsfeed posts;

19. SSSS
Rise of Bots
In April 2016, messaging app Kik launched its development platform for bots,
with Facebook following suit a month later at their annual f8 conference.

20. SSSS
Ill-managed expectations
While Facebook had its interns answer +60% of user requests for their AI bot
“M”, people thought they could talk to a bot like a human counterpart.

21. SSSS

22. SSSSMessenger
For Marketing
FH Wien für Journalismus und Medienmanagement | WS 2018/19

23. SSSS
SSSS

24. SSSS
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25. Some engagement metrics for October 2018:
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Open Rate Click Rate
2,33 %
21,21 % 20,6 %
97,8 %
Messenger
Email
Definition
Open Rate = Unique Opened Messages / # of
Successfully Delivered Messages
Click Rate = Unique Outbound Clicks / # of
Successfully Delivered Messages
Messenger vs Email

26. SSSS
Trust on Messenger
Messaging is historically private, a medium usually reserved for communicating
with friends, family or co-workers.
We all assign a super high relevance to each message we receive on messaging
apps. It’s socially unaccepted that you don't read/respond.
In a business to consumer context, we benefit from this: you can get on top of
everyone’s personal inbox.
Messenger Mail

27. SSSS
Trust on Messenger
Messaging is historically private, a medium usually reserved for communicating
with friends, family or co-workers.
We all assign a super high relevance to each message we receive on messaging
apps. It’s socially unaccepted that you don't read/respond.
In a business to consumer context, we benefit from this: you can get on top of
everyone’s personal inbox.
Messenger Mail

28. SSSS
Value for Fans & Consumers
Make sure, that fans get more value out of each message than the cost of
interruption - otherwise fans will tune out.
By targeting your messages, you don’t have to hit up your European fans with
your South American event dates, speak to your French speaking audience in
English, or send the link to the female merch store to the boys.
Relevance is king. All else comes after.

29. SSSS
Value for Fans & Consumers
Make sure, that fans get more value out of each
message than the cost of interruption -
otherwise fans will tune out.
By targeting your messages, you don’t have to
hit up your European fans with your South
American event dates, speak to your French
speaking audience in English, or send the link
to the female merch store to the boys.
Relevance is king. All else comes after.
SSSSThe right
MESSAGE
The right
CHANNEL
The right
TIMING
🔥The right
Fan

30. SSSSBest Practices
In Direct Messaging
FH Wien für Journalismus und Medienmanagement | WS 2018/19

31. Universal Pictures
Linkfire and Universal Pictures sent consumers to a landing page in the promotion of a new
blockbuster, allowing them to get reminded of release through Messenger.
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32. Mavi Phoenix
Mavi Phoenix converted >13% of her fans into
Messenger with a single Instagram Story. A
month later she shared her new single Yellow
with her fans on Messenger, reaching >93%
within the first 24h.
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33. Mavi Phoenix
Mavi Phoenix converted >13% of her fans into
Messenger with a single Instagram Story. A
month later she shared her new single Yellow
with her fans on Messenger, reaching >93%
within the first 24h.
SSSS

34. Mavi Phoenix
Mavi Phoenix converted >13% of her fans into
Messenger with a single Instagram Story. A
month later she shared her new single Yellow
with her fans on Messenger, reaching >93%
within the first 24h.
SSSS

35. Bilderbuch
Started using Messenger in the run up to their
FM4 surprise concert this year, then
reached 98% of their audience with the
livestream of the secret gig.
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36. Addendum
Created a mobile first version of their content,
broadcasting it via Messenger and WhatsApp.
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37. Addendum
Created a mobile first version of their content,
broadcasting it via Messenger and WhatsApp.
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38. Addendum
Created a mobile first version of their content,
broadcasting it via Messenger and WhatsApp.
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39. ZIB100
Headlines + Links direkt via WhatsApp.

40. US Politics
Using SMS for voter registration and reminders
and grassroots campaigns / initiatives.

41. Our Vision
Messaging and Voice devices will become a
primary connecting tissue between businesses,
public persons, organisations and consumers.
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$180

43. Junior Editor / Writer
(f/m - freelance)
About Sendmate
Sendmate is a direct-to-fan marketing tool for
the messaging generation that’s often referred
to as the “MailChimp for Messenger”.
journalism, publicism or any related field and
have a knack for SEO optimised writing. The
idea to write about how artists, athletes and
brands best communicate with their top fans
and consumers excites you to the point that
you’re diving head first into the subject and
wish to share your learnings with the world!
Location: remote / Vienna
Languages: English (fluent), German (optional)
We are looking for a young, motivated editor/writer to join our team and help create
amazing content which catapults Sendmate to the top of Google Search rankings for
selected topics and keywords.
> andreas@sendmate.io

44. SSSSAdvertising on
Social Media
FH Wien für Journalismus und Medienmanagement | WS 2018/19

45. SSSSIt’s a Monopoly. Scale in Advertising Wins!

46. SSSSThis is not Social Media Advertising

47. SSSSThis is what Social Media Advertising looks like

48. SSSSThis is what Social Media Advertising looks like

49. SSSSThis is what Social Media Advertising looks like

50. SSSSThe Mad Mad days are gone…

51. You Need a Machine!
Forget Hacks. Stunts. Branding Campaigns. Viral Campaigns. Influencer Campaigns. SSSS
1. Scalable
2. Predictable
3. Repeatable

52. SSSS
Tactic vs Process
Make High-Profile Case Studies,
then leverage those case studies to
acquire long-tail via Online Ads
This is how we approach growth in all it’s
dimensions over the short, medium and long
haul, maximising our chances of success.
A process, gives birth and evaluates the
success of tactics.
Tactics vs Processes
PS: There are no hacks!

53. SSSS
Acquisition
Activation
Retention
Revenue
Referral
Growth is not just about acquisition
Improving retention and referral can equally boost your growth:

54. SSSSDefine Highest Impact
Area (Input Variable)
Set Goal
Explore Data
Brainstorm
Prioritise
Set Up Experiment
Implement
Analyse & Systemise
The Process
A pre-defined, structured and teachable process:
🔥
🔥

55. SSSSThe Highest Impact Area
Where can I make the biggest improvement, given X resources.
Growth in Monthly Unique Page Views
MUPV (recurring)MUPV (new)
+
MUPV (fb)
+ MUPV (g)
# of Impressions * CTR * 1 - Bounce Rate * # of Pages Viewed / Session
Highest Impact Area
+ Viral
+ X?

56. SSSS
Product Marketing
Engineering Data
Growth
A machine is not created in isolation.
Work with product, tech, data teams and marketing for maximum impact.

57. SSSSExercise: Targeting
Example 1: Trump Supporters

58. SSSSExercise: Targeting
Example 2: Potential buyers for climbing gear

59. SSSSExercise: Targeting
Example 3: Readers for …

60. Q&A

61. SSSS
Get in touch:
Andreas Mahringer
Co-Founder & CEO, sendmate.io
andreas@sendmate.io
@mahringer_a