Brands and the Messaging App Landscape

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A look at the landscape of messaging apps and how brands can make the most of them.

Published in: Technology, Business

Brands and the Messaging App Landscape

  1. 1. 1 1 Confidential © 2014 Messaging apps & Brands New opportunities to engage with consumers June 2014 Confidential © 2014
  2. 2. 2 2 Confidential © 2014 contents §  Messaging Apps 101 §  What are they? §  Why do they matter for brands? §  Current landscape §  How are brands using Messaging Apps? §  Case Studies §  Potential Applications §  Considerations
  3. 3. 3 3 Confidential © 2014 What are messaging apps? •  Primarily, they are one-to-one, private communication tools •  They differ from social networks, which are more of a one-to-many, public community.
  4. 4. 4 4 Confidential © 2014 Why do they matter for brands? •  As consumers become more concerned with their online privacy, the growth in mobile messaging apps continues to grow quickly, in particular among younger audiences– representing a new opportunity to engage consumers •  While teens and young adults lead the growth, messaging apps aren’t limited to Gen Y–growth is picking up among older users as well. •  There is an opportunity for brands to integrate themselves even more into consumers’ mobile activity by using 1:1 communication platforms as an alternative distribution channel and a way to deepen their relationships with consumers.
  5. 5. 5 5 Confidential © 2014 App Brand Friendliness Global Users Demo Largest Presence Chat Video Calling Video Message Stickers Media Sharing Gaming Key Feature(s) WhatsApp ★ 450M Brazil, UK, Europe, Latin America ✓ ✓ ✓ ✓ Large scale. Potential future ad targeting opportunity (owned by Facebook)) WeChat ★★★★★ 355M 20-30 China ✓ ✓ ✓ ✓ ✓ ✓ ✓ QR code and payment functions. Pending integration of merchant networks LINE ★★★★ 400M Japan ✓ ✓ ✓ ✓ ✓ ✓ ✓ Partnership with Salesforce, has a family of apps that range from photo apps to gaming Viber ★★★ 280M Japan ✓ ✓ ✓ ✓ ✓ ✓ Owned by Japan’s Rakuten. ecommerce integration pending Tango ★★★★ 200M 18-44 China, Japan 30% of users are US ✓ ✓ ✓ ✓ ✓ ✓ ✓ Mobile Ads, Partners with Spotify and AOL KakaoTalk ★★★ 130M South Korea ✓ ✓ ✓ ✓ ✓ ✓ ✓ ‘Plus Friend’ Brand Profiles Kik ★★★★★ 120M Teens Canada ✓ ✓ ✓ ✓ ✓ ✓ Web Browsing & Sharing Linked to usernames not phone numbers FB Messenger ★★★ n/a US ✓ ✓ ✓ 1:1 customer service Snapchat ★★★★ 50M US ✓ ✓ ✓ Ephemerality can help drive urgency. The messaging app landscape: *Brand Friendliness is our way of rating how easily brands could integrate themselves into the existing platform
  6. 6. 6 6 Confidential © 2014 How are brands using Messaging Apps?
  7. 7. 7 7 Confidential © 2014 Snapchat & 16 Handles: Discounts and coupons What they did? 16 Handles, a frozen yogurt chain, exchanged discount coupon codes for selfies of customers and/or their friends eating 16 Handles frozen yogurt. What were the results? Within a few days, 1,400+ images were exchanged as 16 Handles built a user list to which they could send future promotional material. Why did it work? Froyo consumers and Snapchat users are ubiquitous.The campaign tapped in to the existing selfie insight and was easy to participate in. Coupon snaps not only reward customers, they provide incentive to bring them back for more.
  8. 8. 8 8 Confidential © 2014 WeChat & Burberry: providing exclusive access What they did? Burberry gave followers virtual VIP access to its London Fashion Week Women swear show, along with personalized digital versions, audio content explaining the inspiration behind the collection and behind-the-scene images, video and audio tracks from the show. What were the results? WeChat allowed the brand to deepen its relationship with consumers and tell an interactive story they could share.
  9. 9. 9 9 Confidential © 2014 Line & The Walking dead: Building awareness What they did? Prior to its premiere,The Walking Dead (TWD) released zombie stickers, allowing fans to disseminate the apocalypse and building hype for the show. After every show,TWD had “On Air” sessions via Line, allowing the brand to engage 1-on-1 with its consumers. What were the results? More than 30,000 fans attended the On Air sessions and the campaign allowed the brand to gauge popularity of the series’ storyline. Consumers were able to control the path they wanted to take when talking to the brand.
  10. 10. 10 10 Confidential © 2014 Kik & One Direction: Creating a Community of advocates What they did: Knowing that Milennials spend more time on messaging platforms and that they use the apps to connect with people with common interests, and interact and share content with their Peers, One Direction and Sony Entertainment created a content hub specific for their fans on Kik. By downloading the “ID Kik Card”, fans were able to access the band’s social platforms, exclusive photos and videos, connect with other ID fans and purchase the album to unlock even more exclusive content all in one place. What were the results:. In less than two months, the One Direction Kik card had 1.6 million visits and over 850,000 installations. Over 215,000 pieces of content (not inclusive of chat messages) were shared from fans around the world, and sales thresholds increased significantly.
  11. 11. 11 11 Confidential © 2014 Snapchat & Taco Bell: offer exclusive reveals & perks •  What they did: Taco Bell exclusively announced the return of the Beefy Crunch Burrito.They used their other social media channels to spread the word of its Snapchat profile •  What were the results? They created hype and awareness around the product, since they were the first major brand to use the Stories feature - a series of eight photos and videos that told the story of a group of friends’ journey to the fast food chain.
  12. 12. 12 12 Confidential © 2014 §  Creating a deeper and more meaningful brand story §  Launching a new product to “insiders” and fans §  Creating hype around a movie/TV premiere §  Providing exclusive, behind-the-scenes access for advocates/influencers §  Creating a content hub §  Building awareness with stickers §  Providing additional utility for consumers §  Driving to app downloads Key opportunity areas
  13. 13. 13 13 Confidential © 2014 §  Who is your target and what are their current behaviors? •  Consumers can also be flighty when using apps, changing their app choice somewhat frequently. •  Their usage on apps varies too, so ensure the one you choose has the right capabilities that will make the largest impact. §  Where is your target? Which app are they currently on? •  App usage varies from country to country, be sure to not only consider where your target is, but which apps are emerging in that country/area. §  What do you want your user to do? •  Each app has different capabilities so depending on the user actions or goals you want, your app choice should vary. §  What do you want to measure? •  Most of the apps do have not engagement metrics or lack metrics completely. Brand considerations before diving in:
  14. 14. 14 14 Confidential © 2014 THANKS! Questions? Thoughts? Emily Canan, Social Strategist Emily.Canan@iris-worldwide.com Amy Brown, Social Strategy Director Amy.Brown@iris-worldwide.com

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