When over two billion people are using a channel, businesses should be paying attention. HubSpot has spent over a year experimenting with Facebook Messenger to determine the most powerful ways it can be used for marketing. Learn why Facebook Messenger is the most promising new business communication channel as we walk you through how you can start using it today -- no budget or technical skill needed.
Why Facebook Messenger is the Next Big Marketing Channel - David Fallarme, HubSpot
1. KEYNOTE
David Fallarmedfallarme@hubspot.com
HEAD OF MARKETING, SEA & INDIA
HUBSPOT
SINGAPORE ~ SEPTEMBER 19 - 20, 2018
DIGIMARCONAPAC.COM | #DigiMarConAPAC
DIGIMARCONSINGAPORE.SG | #DigiMarConSingapore
Why Facebook
Messenger is the Next
Big Marketing Channel
7. @davelocity | @HubSpot
App downloads are declining and messaging
platforms are the dominant applications
2011 2018
Angry Birds
Facebook
Skype
Angry Birds: Rio
Google Maps
iBooks
Angry Birds
Seasons
Fruit Ninja
Talking Tom
Twitter
WhatsApp
Facebook
Messenger
Instagram
Facebook
Facebook
Messenger Lite
Viber
WeChat
Spotify
Facebook Lite
9. @davelocity | @HubSpot
Source: Companies, Apptopia, TechCrunch, BI Intelligence estimates, 2017
Messaging
apps surpass
social networks
Global monthly active users for the top 4 messaging apps and
social networks, in millions
13. @davelocity | @HubSpot
$1,800
Users are nice,
revenue is better
1,000
600
400
200
800
Messaging apps, monthly average users
Q1 2016, $m
Mobile revenue, $m
$49 nil
@davelocity | @HubSpot
Users
14. @davelocity | @HubSpot
Even nicer when this
revenue continues to grow
Source: McKinsey’s 2016 China Digital Consumer Survey Report
1
3
2015 2016
%of…
3
22
2
% of WeChat users making e-commerce
purchase through WeChat
Channels through which users made
e-commerce purchase
Links to
other apps
Group chats or
friends circle
WeChat public
accounts
16. @davelocity | @HubSpot
What Does That Look Like?
2015
Features offered AdvertisingE-commerce Digital content Online-to-offline servicesFinance
WeChat
Facebook
Messenger
2018
22. @davelocity | @HubSpot
1.3 billion
Is a lot of people
How are marketers
reaching them?
@davelocity | @HubSpot
23. @davelocity | @HubSpot
Lead Generation
Conversational form
Mobile-first
Convenience
High engagement
rates for nurturing
24. @davelocity | @HubSpot
Events
Real time comms
at scale
Learn about
products
View agenda
Book time
with sales
Participate in
Q&A panels
Feedback
& questions
26. @davelocity | @HubSpot
Ecommerce
No need for
an app
In-Messenger
payments
Conversational
interface
Less barriers
to purchase
Personalized
experience
28. @davelocity | @HubSpot
Results
Events
Melbourne Sydney
Attendees to the event 340 913
People enrolled on the day 114 426
Average open rate during the day 93.9% 93.5%
Meetings booked on the day 4 46
Meetings booked as a % of people enrolled 3.5% 10.8%
29. @davelocity | @HubSpot
Paid
Via Messenger Via Landing Page Improvement
Click → Submission rate 11.21% 3.79% 296%
Cost per FB subscriber $0.93 N/A -
Cost per lead $4.77 $22.75 477%
Cost per MQL $11.69 $46.25 396%
Results
Improvement
296%
-
477%
396%
32. @davelocity | @HubSpot
Continue Past Conversations
Enhance Live Conversations
Provide a Remarkable Experience
Why you
need to
connect it to
your CRM