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Today
WhatsApp and the future of digital marketing
R. Jardim Botânico 518, 2º andar, Rio / +55 21 3550-3540 / hugeinc.com
WhatsApp and future
of digital marketing
Huge
Today
WhatsApp
in Brazil.
WhatsApp is the most used
mobile App in Brazil.
Plain and simple.
A Brazilian favorite.
96%of the Brazilian population with
access to the internet uses it.
85%have WhatsApp on their
phones...
“What are the 10 apps you use most?”
0%
25%
50%
75%
100%
WhatsApp Facebook Instagram Facebook
Messenger
YouTube Gmail Chro...
It’s challenging the
telecommunication business model.
55xThe price of texting in
Brazil versus the US.
Texting in Brazil.
Source: Activate, “The messaging boom is about price”.
But Brazilians always liked texting.
Oi website. Claro website. Tim website.
So users turned to WhatsApp.
Businesses
on WhatsApp.
Small business owners tend to
transfer their personal behaviors
to their businesses.
“I already use WhatsApp to talk to all
of my friends and acquaintances.
Why not customers too?”
Using WhatsApp to talk to costumers.
96%SMB owners use WhatsApp to
talk to customers.
30%SMB owners use WhatsApp as the
pr...
Other social media used.
78%are on Instagram.
96%are on Facebook.
30%are on Twitter.
Source: User interviews.
Ways businesses use WhatsApp.
1. One-on-one customer service.
2. Community building.
3. Text-to-shop.
4. Internal communic...
Ways businesses use WhatsApp.
1. One-on-one customer service.
2. Community building.
3. Text-to-shop.
4. Internal communic...
“I can interact for free with my clients
in a platform they already use.”
WhatsApp user, full time saleswoman.
Fastest way to talk
to customers.
Natural behavior for small business owners.
Fastest way to talk
to customers.
Natural behavior for small business owners.
Fastest way to talk
to customers.
Natural behavior for small business owners.
And large companies.
Fastest way to talk
to customers.
Natural behavior for small business owners.
And large companies.
And government agencies.
Fastest way to talk
to customers.
Natural behavior for small business owners.
And large companies.
And government agencies.
The natural place to have a
conversation with your customer.
WhatsApp replaces:
•  Phone
•  Twitter
•  Email
•  CRM softwa...
Ways businesses use WhatsApp.
1. One-on-one customer service.
2. Community building.
3. Text-to-shop.
4. Internal communic...
Direct messages only tell half the
story of WhatsApp in Brazil.
WhatsApp groups.
17average number of groups a
Huge Rio employee is part of.
Source: User interviews.
The preferred way to share memes,
jokes and funny videos.
Classmates.
Family members.
Colleagues who are into climbing.
Band fans going to the concert.
Moms of the neighborhood.
Bu...
Gym membership
✓ Join WhatsApp group
A close and safe place to geek out.
WhatsApp replaces:
•  Tumblr
•  Facebook groups
•  Message boards
•  Slack
Community
b...
Ways businesses use WhatsApp.
1. One-on-one customer service.
2. Community building.
3. Text-to-shop.
4. Internal communic...
From first contact to conversion.
Using WhatsApp to receive orders.
73%SMB owners use WhatsApp to
receive orders
10%SMB owners use WhatsApp as the
primary w...
The perfect combo for
small businesses:
Instagram is your window. WhatsApp is your register.
Instagram is your window. WhatsApp is your register.
“It’s the fastest way to put in an
order – and you don’t even have
to download anything!”
WhatsApp user, full time baker.
Commerce through messaging.
WhatsApp replaces:
•  WooCommerce
•  Shopify
•  SquareSpace
•  Phone
Text-to-shop.
Ways businesses use WhatsApp.
1. One-on-one customer service.
2. Community building.
3. Text-to-shop.
4. Internal communic...
Get your company on the same page.
Faster and friendler than email.
“We have a group for our
executives and our PR firm.
It’s great for emergencies.”
WhatsApp user, startup founder
Get everyone on the same page.
WhatsApp replaces:
•  Intranet
•  Email
•  Slack
Internal
Communications.
Ways businesses use WhatsApp.
1. One-on-one customer service.
2. Community building.
3. Text-to-shop.
4. Internal communic...
Truly mobile first.
Your costumers are already on it 24/7.
It’s simple enough even for the least
savvy of users.
It’s perso...
Open rates on different platforms.
22%Email open rate.
7%Facebook organic reach.
98%SMS open rate.
Source: Adweek, MailChi...
Truly mobile first.
Your costumers are already on it 24/7.
It’s simple enough even for the least
savvy of users.
It’s perso...
This represents a shift in how customers
expect to connect with brands.
Digital marketing is
shifting to focus on
direct messaging.
How will you do it?
How you should use direct messaging for your business.
1. One-on-one customer service.
2. Community building.
3. Text-to-s...
How you should use direct messaging for your business.
1. One-on-one customer service.
2. Community building.
3. Text-to-s...
How you should use direct messaging for your business.
1. One-on-one customer service.
2. Community building.
3. Text-to-s...
How you should use direct messaging for your business.
1. One-on-one customer service.
2. Community building.
3. Text-to-s...
How you should use direct messaging for your business.
1. One-on-one customer service.
2. Community building.
3. Text-to-s...
This is the place to be available
when your user asks for you.
This is not the place to push content.
Don’t start conversations.
Don’t share unsolicited content.
Amplifying your brand through messaging.
Native content for
group messaging.
Provide a service.
Amplifying your brand through messaging.
Native content for
group messaging.
Provide a service.
Create native content ready to be
shared on group messages.
Memes, jokes, funny videos.
The brand is just a player
in the background.
Users are OK with sharing branded
content if it’s funny and appropriate.
Have a repository of messaging friendly content.
Amplifying your brand through messaging.
Provide a service.Native content for
group messaging.
Amplifying your brand through messaging.
Provide a service.Native content for
group messaging.
Remember: Direct messaging is a
great tool for customer service.
Give value to your customers through
direct messaging.
Timing
When does your customer
use your product?
Help
Is there anyt...
Let’s say you’re a beer company.
Timing
When does your customer
use your product?
Help
Is there anything you
can do to hel...
Amplifying your brand through messaging.
Provide a service.Native content for
group messaging.
How you should use direct messaging for your business.
1. One-on-one customer service.
2. Community building.
3. Text-to-s...
Take aways.
#1.
Direct messaging is the next
frontier for digital marketing.
#2.
Facebook was very smart.
#3.
Listen and offer support first.
#4.
Never start conversations.
How will you do it?
Thank you. Questions?
Fernanda Saboia
@saboia
fsaboia@hugeinc.com
http://medium.com/@fernandasaboia
WhatsApp and the future of digital marketing
WhatsApp and the future of digital marketing
WhatsApp and the future of digital marketing
WhatsApp and the future of digital marketing
WhatsApp and the future of digital marketing
WhatsApp and the future of digital marketing
WhatsApp and the future of digital marketing
WhatsApp and the future of digital marketing
WhatsApp and the future of digital marketing
WhatsApp and the future of digital marketing
WhatsApp and the future of digital marketing
WhatsApp and the future of digital marketing
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WhatsApp and the future of digital marketing

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How businesses in Brazil are using WhatsApp in creative ways and how this translates to the rest of the world.

Read more about it here: https://medium.com/@fernandasaboia/in-digital-marketing-whatsapp-is-fueling-a-global-trend-45a734835148

This was presented at SxSW 2016.

Published in: Business
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WhatsApp and the future of digital marketing

  1. 1. Today WhatsApp and the future of digital marketing R. Jardim Botânico 518, 2º andar, Rio / +55 21 3550-3540 / hugeinc.com
  2. 2. WhatsApp and future of digital marketing Huge Today
  3. 3. WhatsApp in Brazil.
  4. 4. WhatsApp is the most used mobile App in Brazil. Plain and simple.
  5. 5. A Brazilian favorite. 96%of the Brazilian population with access to the internet uses it. 85%have WhatsApp on their phones’ home screen. Source: Opinion Box, 2015. [1], [2]
  6. 6. “What are the 10 apps you use most?” 0% 25% 50% 75% 100% WhatsApp Facebook Instagram Facebook Messenger YouTube Gmail Chrome Banco do Brasil Twitter Google Source: eMarketer, “What’s Up Among Brazil’s App Users?”
  7. 7. It’s challenging the telecommunication business model.
  8. 8. 55xThe price of texting in Brazil versus the US. Texting in Brazil. Source: Activate, “The messaging boom is about price”.
  9. 9. But Brazilians always liked texting. Oi website. Claro website. Tim website.
  10. 10. So users turned to WhatsApp.
  11. 11. Businesses on WhatsApp.
  12. 12. Small business owners tend to transfer their personal behaviors to their businesses.
  13. 13. “I already use WhatsApp to talk to all of my friends and acquaintances. Why not customers too?”
  14. 14. Using WhatsApp to talk to costumers. 96%SMB owners use WhatsApp to talk to customers. 30%SMB owners use WhatsApp as the primary way to talk to customers. Source: User interviews.
  15. 15. Other social media used. 78%are on Instagram. 96%are on Facebook. 30%are on Twitter. Source: User interviews.
  16. 16. Ways businesses use WhatsApp. 1. One-on-one customer service. 2. Community building. 3. Text-to-shop. 4. Internal communications.
  17. 17. Ways businesses use WhatsApp. 1. One-on-one customer service. 2. Community building. 3. Text-to-shop. 4. Internal communications.
  18. 18. “I can interact for free with my clients in a platform they already use.” WhatsApp user, full time saleswoman.
  19. 19. Fastest way to talk to customers. Natural behavior for small business owners.
  20. 20. Fastest way to talk to customers. Natural behavior for small business owners.
  21. 21. Fastest way to talk to customers. Natural behavior for small business owners. And large companies.
  22. 22. Fastest way to talk to customers. Natural behavior for small business owners. And large companies. And government agencies.
  23. 23. Fastest way to talk to customers. Natural behavior for small business owners. And large companies. And government agencies.
  24. 24. The natural place to have a conversation with your customer. WhatsApp replaces: •  Phone •  Twitter •  Email •  CRM software One-to-one costumer service.
  25. 25. Ways businesses use WhatsApp. 1. One-on-one customer service. 2. Community building. 3. Text-to-shop. 4. Internal communications.
  26. 26. Direct messages only tell half the story of WhatsApp in Brazil.
  27. 27. WhatsApp groups. 17average number of groups a Huge Rio employee is part of. Source: User interviews.
  28. 28. The preferred way to share memes, jokes and funny videos.
  29. 29. Classmates. Family members. Colleagues who are into climbing. Band fans going to the concert. Moms of the neighborhood. Building a community around a topic through group texts.
  30. 30. Gym membership ✓ Join WhatsApp group
  31. 31. A close and safe place to geek out. WhatsApp replaces: •  Tumblr •  Facebook groups •  Message boards •  Slack Community building.
  32. 32. Ways businesses use WhatsApp. 1. One-on-one customer service. 2. Community building. 3. Text-to-shop. 4. Internal communications.
  33. 33. From first contact to conversion.
  34. 34. Using WhatsApp to receive orders. 73%SMB owners use WhatsApp to receive orders 10%SMB owners use WhatsApp as the primary way to receive orders Source: User interviews.
  35. 35. The perfect combo for small businesses:
  36. 36. Instagram is your window. WhatsApp is your register.
  37. 37. Instagram is your window. WhatsApp is your register.
  38. 38. “It’s the fastest way to put in an order – and you don’t even have to download anything!” WhatsApp user, full time baker.
  39. 39. Commerce through messaging. WhatsApp replaces: •  WooCommerce •  Shopify •  SquareSpace •  Phone Text-to-shop.
  40. 40. Ways businesses use WhatsApp. 1. One-on-one customer service. 2. Community building. 3. Text-to-shop. 4. Internal communications.
  41. 41. Get your company on the same page. Faster and friendler than email.
  42. 42. “We have a group for our executives and our PR firm. It’s great for emergencies.” WhatsApp user, startup founder
  43. 43. Get everyone on the same page. WhatsApp replaces: •  Intranet •  Email •  Slack Internal Communications.
  44. 44. Ways businesses use WhatsApp. 1. One-on-one customer service. 2. Community building. 3. Text-to-shop. 4. Internal communications.
  45. 45. Truly mobile first. Your costumers are already on it 24/7. It’s simple enough even for the least savvy of users. It’s personal. Everybody reads texts. Quickly. Why this is happening.
  46. 46. Open rates on different platforms. 22%Email open rate. 7%Facebook organic reach. 98%SMS open rate. Source: Adweek, MailChimp, Dynmark.
  47. 47. Truly mobile first. Your costumers are already on it 24/7. It’s simple enough even for the least savvy of users. It’s personal. Everybody reads texts. Quickly. Why this is happening.
  48. 48. This represents a shift in how customers expect to connect with brands.
  49. 49. Digital marketing is shifting to focus on direct messaging.
  50. 50. How will you do it?
  51. 51. How you should use direct messaging for your business. 1. One-on-one customer service. 2. Community building. 3. Text-to-shop. 4. Internal communications.
  52. 52. How you should use direct messaging for your business. 1. One-on-one customer service. 2. Community building. 3. Text-to-shop. 4. Internal communications.
  53. 53. How you should use direct messaging for your business. 1. One-on-one customer service. 2. Community building. 3. Text-to-shop. 4. Internal communications.
  54. 54. How you should use direct messaging for your business. 1. One-on-one customer service. 2. Community building. 3. Text-to-shop. 4. Internal communications.
  55. 55. How you should use direct messaging for your business. 1. One-on-one customer service. 2. Community building. 3. Text-to-shop. 4. Internal communications. 5. Campaigning.
  56. 56. This is the place to be available when your user asks for you. This is not the place to push content.
  57. 57. Don’t start conversations.
  58. 58. Don’t share unsolicited content.
  59. 59. Amplifying your brand through messaging. Native content for group messaging. Provide a service.
  60. 60. Amplifying your brand through messaging. Native content for group messaging. Provide a service.
  61. 61. Create native content ready to be shared on group messages. Memes, jokes, funny videos.
  62. 62. The brand is just a player in the background. Users are OK with sharing branded content if it’s funny and appropriate.
  63. 63. Have a repository of messaging friendly content.
  64. 64. Amplifying your brand through messaging. Provide a service.Native content for group messaging.
  65. 65. Amplifying your brand through messaging. Provide a service.Native content for group messaging.
  66. 66. Remember: Direct messaging is a great tool for customer service.
  67. 67. Give value to your customers through direct messaging. Timing When does your customer use your product? Help Is there anything you can do to help? Enjoy Everybody wins!
  68. 68. Let’s say you’re a beer company. Timing When does your customer use your product? Help Is there anything you can do to help? Enjoy Everybody wins! Guy buys beer for Super Bowl party. You offer football themed recipes and treats through messaging. Awesome Super Bowl party ensues. Beer icon by Sergio Barros from the Noun Project.
  69. 69. Amplifying your brand through messaging. Provide a service.Native content for group messaging.
  70. 70. How you should use direct messaging for your business. 1. One-on-one customer service. 2. Community building. 3. Text-to-shop. 4. Internal communications. 5. Campaigning.
  71. 71. Take aways.
  72. 72. #1. Direct messaging is the next frontier for digital marketing.
  73. 73. #2. Facebook was very smart.
  74. 74. #3. Listen and offer support first.
  75. 75. #4. Never start conversations.
  76. 76. How will you do it?
  77. 77. Thank you. Questions? Fernanda Saboia @saboia fsaboia@hugeinc.com http://medium.com/@fernandasaboia

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