Grata's keynote presentation at CHat Beijing April 24, 2016 discussing the latest trends in messaging. The other presentations from the event can be found here: http://chinachannel.co/chat-beijing-presentations
For the first time, WeChat has opened its books and shared some very interesting data from its home market. This is an English translation of the original Chinese deck released Jan 27, 2015.
Grata's third annual review of the global messaging industry from a China/WeChat perspective. This year looks at the evolution of apps, workplace messaging, and smart hardware's impact on messaging.
WeChat, initially a Chinese social messaging app, seeks to go beyond social networking and entertainment through gaming, new devices and opportunities. As mobile commerce and mobile payment transactions boom in the world, Tencent via their flagship app WeChat are positioning themselves to become a key international player. How are WeChat and Tencent disrupting market leaders all over the world?
10 Insights on Digital Marketing in China, for 2018.
Brands in China (foreign and local alike) have been pushing hard for a long time to capture market share …often with little regard for quality brand management and well organized, integrated strategies.
China has been a mad dash, with brands jumping from one new development (Weibo, Youku, Tmall...) to the next (WeChat, Bilibili, LittleRedBook…) - all aimed at capturing under-priced audience attention. Most of these efforts have been quickly conceived and not necessarily linked to holistic, organized brand objectives. Its been all about speed.
As organic reach and cheap audience attention come to a close, brands will have to focus on rationalizing their efforts, measuring/tracking investments ...and solving core brand challenges.
2018 will follow from 2017, by being concerned with integration, filling in the pieces and creating more solid, well-refined, integrated digital efforts. Above all, 2018 looks to be about slowing down and getting the basics right.
For more context on China social, check out our previous years' reports:
https://www.slideshare.net/cbaker19/social-media-trends-2017
https://www.slideshare.net/cbaker19/2016-chinas-social-media-trend-report
MSLGROUP China whitepaper: We Chat about WeChatLeslie Lin
With 600 million users in less than three years, companies around the world are intensely watching the meteoric rise of Tencent's WeChat platform. WeChat combines the functions of Facebook, Twitter, Instagram, Skype and walkie-talkie into one single application. It is the No 1 app download in 20 countries from India to Saudi Arabia.
The recent launch of WeChat 5.0 in China provides users with a richer, more diverse experience including rapid access to e-coupons, booking capabilities, live support, billing inquiries, and points-of-interest navigation.
MSLGROUP China's own experience with the WeChat platform reveals a powerful tool that serves organizations well beyond sales and marketing purposes. This tool can increase operational efficiency, reduce overhead costs, and increase business value.
Based on our experience helping clients develop and implement strategies on WeChat over the last nine months, we have developed this groundbreaking whitepaper that explains how to construct and use WeChat. We analyze cases and cite examples from a variety of industries and highlight best practices.
Contact MSLGROUP for more information.
WeChat is a free messaging service from China that gains popularity rapidly. Besides standard features It includes voice messaging and videochat. By doing an search online, this slidedeck was made to answer the question what WeChat is and how companies can effectively use this service.
Sources:
http://thenextweb.com/asia/2014/01/24/messaging-stop-comparing-wechat-whatsapp/1/
http://jingdaily.com/how-wechats-600-million-users-spell-out-big-profits-for-brands/38568/
http://www.chinainternetwatch.com/4581/wechat-open-api-new-policies
http://bigblueball.com/im/top-10-instant-messaging-apps/
www.wechat.com
http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/
http://www.ishmaelscorner.com/2014/01/21/wechat-campaign-in-china-offers-glimpse-into-the-future-of-communications/
http://www.chinainternetwatch.com/5261/10-case-studies-for-wechat-marketing/
http://www.digitaljungle.com.cn/wechat-marketing-service
http://technode.com/2013/12/03/wechat-launched-voice-open-platform-and-speech-recognition-sdk/
http://technode.com/2014/04/10/wechat-releases-image-recognition-sdk/
For the first time, WeChat has opened its books and shared some very interesting data from its home market. This is an English translation of the original Chinese deck released Jan 27, 2015.
Grata's third annual review of the global messaging industry from a China/WeChat perspective. This year looks at the evolution of apps, workplace messaging, and smart hardware's impact on messaging.
WeChat, initially a Chinese social messaging app, seeks to go beyond social networking and entertainment through gaming, new devices and opportunities. As mobile commerce and mobile payment transactions boom in the world, Tencent via their flagship app WeChat are positioning themselves to become a key international player. How are WeChat and Tencent disrupting market leaders all over the world?
10 Insights on Digital Marketing in China, for 2018.
Brands in China (foreign and local alike) have been pushing hard for a long time to capture market share …often with little regard for quality brand management and well organized, integrated strategies.
China has been a mad dash, with brands jumping from one new development (Weibo, Youku, Tmall...) to the next (WeChat, Bilibili, LittleRedBook…) - all aimed at capturing under-priced audience attention. Most of these efforts have been quickly conceived and not necessarily linked to holistic, organized brand objectives. Its been all about speed.
As organic reach and cheap audience attention come to a close, brands will have to focus on rationalizing their efforts, measuring/tracking investments ...and solving core brand challenges.
2018 will follow from 2017, by being concerned with integration, filling in the pieces and creating more solid, well-refined, integrated digital efforts. Above all, 2018 looks to be about slowing down and getting the basics right.
For more context on China social, check out our previous years' reports:
https://www.slideshare.net/cbaker19/social-media-trends-2017
https://www.slideshare.net/cbaker19/2016-chinas-social-media-trend-report
MSLGROUP China whitepaper: We Chat about WeChatLeslie Lin
With 600 million users in less than three years, companies around the world are intensely watching the meteoric rise of Tencent's WeChat platform. WeChat combines the functions of Facebook, Twitter, Instagram, Skype and walkie-talkie into one single application. It is the No 1 app download in 20 countries from India to Saudi Arabia.
The recent launch of WeChat 5.0 in China provides users with a richer, more diverse experience including rapid access to e-coupons, booking capabilities, live support, billing inquiries, and points-of-interest navigation.
MSLGROUP China's own experience with the WeChat platform reveals a powerful tool that serves organizations well beyond sales and marketing purposes. This tool can increase operational efficiency, reduce overhead costs, and increase business value.
Based on our experience helping clients develop and implement strategies on WeChat over the last nine months, we have developed this groundbreaking whitepaper that explains how to construct and use WeChat. We analyze cases and cite examples from a variety of industries and highlight best practices.
Contact MSLGROUP for more information.
WeChat is a free messaging service from China that gains popularity rapidly. Besides standard features It includes voice messaging and videochat. By doing an search online, this slidedeck was made to answer the question what WeChat is and how companies can effectively use this service.
Sources:
http://thenextweb.com/asia/2014/01/24/messaging-stop-comparing-wechat-whatsapp/1/
http://jingdaily.com/how-wechats-600-million-users-spell-out-big-profits-for-brands/38568/
http://www.chinainternetwatch.com/4581/wechat-open-api-new-policies
http://bigblueball.com/im/top-10-instant-messaging-apps/
www.wechat.com
http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/
http://www.ishmaelscorner.com/2014/01/21/wechat-campaign-in-china-offers-glimpse-into-the-future-of-communications/
http://www.chinainternetwatch.com/5261/10-case-studies-for-wechat-marketing/
http://www.digitaljungle.com.cn/wechat-marketing-service
http://technode.com/2013/12/03/wechat-launched-voice-open-platform-and-speech-recognition-sdk/
http://technode.com/2014/04/10/wechat-releases-image-recognition-sdk/
What are bots and how are people using them?Syd Lawrence
A brief overview of bots, what they are, what type of businesses are using them, and how you can use bots for your business.
You've probably heard of AI Chatbots, but what are they. Are they really using Artificial Intelligence? Do people really chat with them?
Research presentation on WeChat Subscription ProductPawan Gupta
The slide measures ROI on WeChat subscription product on CBS business conference. The techniques used were ethnography, quantitative and qualitative research.
WeChat. Everyone’s using it. In China. The app that Facebook wanted to emulate. And maybe what the future of mobile is heading. This is WeChat’s story.
China Social Media Marketing: How to get started!Rogier Bikker
How to get started with social media marketing in China. Presented at the BenCham event in Shanghai on November 2, 2010. Tags: advertising, asia, branding, brands, china, "china sns", "china social media", "china social media marketing" ,"chinese media landscape", "chinese social media", "digital marketing", "getting started", "how to", internet, marketing, miffy, "online marketing", "online marketing china", "social media", "social media marketing"
There’s growing interest in Chinese social media from all corners and more and more mid-sized businesses are looking for agencies that can help them connect with Chinese consumers. It’s hard to find an overview of the key players so we’ve compiled a list of major agencies focusing on Chinese social media. Their services and specialties are highlighted to help businesses choose a suitable agency for their needs. These Chinese social media agencies are listed in alphabetical order.
WeChat, the shape of the connected ChinaFabernovel
Impressive, intriguing China is all too often dismissed as a source of inspiration for being “too different”. Yet over the past decade, China has undergone unprecedented change as a result of the implementation of protectionist economic policies. No longer the world’s sweatshop, the country is now the international epicenter of technological research & development.
2017 projects to be a year where social and content marketing make a major leap forward. Social is swiftly moving into the center of marketing plans for brands in China.
In 2016, there were a number of important developments that inform the year ahead, including; the rapid emergence of live video, further integration social with ecommerce, and increased investments into social ads and KOLs.
In this social marketing preview of 2017, we have highlighted 10 trends that will prove to be critical for marketers. The trends represent the most current conversations taking place with brands and agencies in China.
These trends are placed in the context of China as a digital-first market - with hot competition between Alibaba and Tencent for dominance.
Its rare to get any official data from WeChat. So, when we were sent a 'year-to-date' review from WeChat in October, we wanted to translate and share it.
WeChat released the following report in Chinese last month. Its a summary of high-level user behavior/trends. Totem Media has translated the report to English ...without additional analysis/interpretation. In other words, it’s a straight translation of the Chinese report (without Totem’s point of view).
Why Social Media Chat Bots Are the Future of Communication - DeckJan Rezab
Social media chat bots are the future of communication, if its WhatsApp, Facebook Messenger, Kik, Skype, or Telegram - you can use their bots and bot stores to easily access new services - easier you could ever do it with apps.
Chinese Social Media - Quick Guide to Important SitesChris Baker
Updated July 2015:
A brief overview of some of the new, up-and-coming social media sites in China.
The two biggest platforms - WeChat & Weibo - get most of the attention in discussions about social media in China. There is however a growing number of important supporting players, representing the next wave of social.
We have prepared short introductions to a few that we think are interesting ...the sites/apps that we use in managing social media campaigns for brands in China:
- Douban
- Nice
- Lofter
- Momo
- Maimai
- Tantan
- Zhihu
- Meipai
- Papa
- Demohour
- Meilishuo
- Guokr
- Baidu Tieba
- Baidu Baike
In Travel:
- Daizhe
- Chanyouji
- Bread trip
- Qyer
And, included from our report in 2014:
- Weishi
- Nian
- Pianke
- Jue-so
- P1
A case study created by Simon Xue (Head of Digital at Totem), to summarise the work he did with Tencent during the World Cup. Includes details on the content created, WeChat accounts created and results of overall social effort.
The results of the "real-time" social media campaign for Tencent was a staggering 44.39 million WeChat impressions in 32days.
Teil 3 - Instant Messaging Dienste, Whatsapp
Soziale Netzwerke und Medien erleichtern die Kommunikation und ermöglichen es, Erlebnisse und besondere Momente mit vielen Menschen zu teilen. Neuigkeiten verbreiten sich in Sekundenschnelle. Wie bereits in unseren ersten beiden Social Media Praxis-Tipps festgestellt, haben sie auch in unserem Berufsalltag längst Einzug gehalten. Welche Möglichkeiten Social Media Ihnen als Journalist oder Medienprofi in Ihrem Arbeitsalltag eröffnen, haben wir in den noblen praxis-tipps Teil 1 (Eine Einführung: Trends und Entwicklungen für Journalisten; Vorstellen der Netzwerke Facebook, Twitter, LinkedIn & Xing) und und Teil 2 (Im Detail: die Netzwerke Google+, Instagram, Pinterest und YouTube) vorgestellt.
Welchen Nutzen bietet WhatsApp ? Was gilt es besonders zu beachten?
Dieser Praxis-Tipp setzt hier an und gibt Einblicke in den Instant-Messaging-Dienst.
Going From Messaging Nightmare to Messaging Delight, How to Create a Powerful...CompellingPM
If you were to do a survey of executives, sales people, marketing and other market facing personnel within a company and ask them how they would describe a specific product to a potential prospect, I bet in the majority of cases, you would hear almost as many explanations as there were people interviewed. This really is a messaging nightmare that might be undermining the success of your product(s). This results in significant marketplace confusion, impacts revenue generation and reflects poorly on your product. We as Product Managers and Product Marketers like to blame the messenger for this problem, but the likely reality is that we are at fault. As PMs & PMMS, we must own the message and then enable the organization to take this message to the market. The starting point for doing this is a Powerful Messaging Platform.
Key Takeaways:
* Understand the key business drivers for developing a messaging platform
* Discover the most important, but yet often overlooked, starting point for your messaging
* Learn the five key components of a successful Messaging Platform
* Understand how the Messaging Platform contributes to more success in the market.
Mobile technology adoption continues to grow, and recent consumer trends include rise in wearable tech and VR / AR, as well as growing use of chatting apps, mobile commerce, and consumption of mobile video content. Marketers are responding to these trends with location based marketing, video content and ramification, among other tactics, in order to offer a more relevant and instant shopping experience.
What are bots and how are people using them?Syd Lawrence
A brief overview of bots, what they are, what type of businesses are using them, and how you can use bots for your business.
You've probably heard of AI Chatbots, but what are they. Are they really using Artificial Intelligence? Do people really chat with them?
Research presentation on WeChat Subscription ProductPawan Gupta
The slide measures ROI on WeChat subscription product on CBS business conference. The techniques used were ethnography, quantitative and qualitative research.
WeChat. Everyone’s using it. In China. The app that Facebook wanted to emulate. And maybe what the future of mobile is heading. This is WeChat’s story.
China Social Media Marketing: How to get started!Rogier Bikker
How to get started with social media marketing in China. Presented at the BenCham event in Shanghai on November 2, 2010. Tags: advertising, asia, branding, brands, china, "china sns", "china social media", "china social media marketing" ,"chinese media landscape", "chinese social media", "digital marketing", "getting started", "how to", internet, marketing, miffy, "online marketing", "online marketing china", "social media", "social media marketing"
There’s growing interest in Chinese social media from all corners and more and more mid-sized businesses are looking for agencies that can help them connect with Chinese consumers. It’s hard to find an overview of the key players so we’ve compiled a list of major agencies focusing on Chinese social media. Their services and specialties are highlighted to help businesses choose a suitable agency for their needs. These Chinese social media agencies are listed in alphabetical order.
WeChat, the shape of the connected ChinaFabernovel
Impressive, intriguing China is all too often dismissed as a source of inspiration for being “too different”. Yet over the past decade, China has undergone unprecedented change as a result of the implementation of protectionist economic policies. No longer the world’s sweatshop, the country is now the international epicenter of technological research & development.
2017 projects to be a year where social and content marketing make a major leap forward. Social is swiftly moving into the center of marketing plans for brands in China.
In 2016, there were a number of important developments that inform the year ahead, including; the rapid emergence of live video, further integration social with ecommerce, and increased investments into social ads and KOLs.
In this social marketing preview of 2017, we have highlighted 10 trends that will prove to be critical for marketers. The trends represent the most current conversations taking place with brands and agencies in China.
These trends are placed in the context of China as a digital-first market - with hot competition between Alibaba and Tencent for dominance.
Its rare to get any official data from WeChat. So, when we were sent a 'year-to-date' review from WeChat in October, we wanted to translate and share it.
WeChat released the following report in Chinese last month. Its a summary of high-level user behavior/trends. Totem Media has translated the report to English ...without additional analysis/interpretation. In other words, it’s a straight translation of the Chinese report (without Totem’s point of view).
Why Social Media Chat Bots Are the Future of Communication - DeckJan Rezab
Social media chat bots are the future of communication, if its WhatsApp, Facebook Messenger, Kik, Skype, or Telegram - you can use their bots and bot stores to easily access new services - easier you could ever do it with apps.
Chinese Social Media - Quick Guide to Important SitesChris Baker
Updated July 2015:
A brief overview of some of the new, up-and-coming social media sites in China.
The two biggest platforms - WeChat & Weibo - get most of the attention in discussions about social media in China. There is however a growing number of important supporting players, representing the next wave of social.
We have prepared short introductions to a few that we think are interesting ...the sites/apps that we use in managing social media campaigns for brands in China:
- Douban
- Nice
- Lofter
- Momo
- Maimai
- Tantan
- Zhihu
- Meipai
- Papa
- Demohour
- Meilishuo
- Guokr
- Baidu Tieba
- Baidu Baike
In Travel:
- Daizhe
- Chanyouji
- Bread trip
- Qyer
And, included from our report in 2014:
- Weishi
- Nian
- Pianke
- Jue-so
- P1
A case study created by Simon Xue (Head of Digital at Totem), to summarise the work he did with Tencent during the World Cup. Includes details on the content created, WeChat accounts created and results of overall social effort.
The results of the "real-time" social media campaign for Tencent was a staggering 44.39 million WeChat impressions in 32days.
Teil 3 - Instant Messaging Dienste, Whatsapp
Soziale Netzwerke und Medien erleichtern die Kommunikation und ermöglichen es, Erlebnisse und besondere Momente mit vielen Menschen zu teilen. Neuigkeiten verbreiten sich in Sekundenschnelle. Wie bereits in unseren ersten beiden Social Media Praxis-Tipps festgestellt, haben sie auch in unserem Berufsalltag längst Einzug gehalten. Welche Möglichkeiten Social Media Ihnen als Journalist oder Medienprofi in Ihrem Arbeitsalltag eröffnen, haben wir in den noblen praxis-tipps Teil 1 (Eine Einführung: Trends und Entwicklungen für Journalisten; Vorstellen der Netzwerke Facebook, Twitter, LinkedIn & Xing) und und Teil 2 (Im Detail: die Netzwerke Google+, Instagram, Pinterest und YouTube) vorgestellt.
Welchen Nutzen bietet WhatsApp ? Was gilt es besonders zu beachten?
Dieser Praxis-Tipp setzt hier an und gibt Einblicke in den Instant-Messaging-Dienst.
Going From Messaging Nightmare to Messaging Delight, How to Create a Powerful...CompellingPM
If you were to do a survey of executives, sales people, marketing and other market facing personnel within a company and ask them how they would describe a specific product to a potential prospect, I bet in the majority of cases, you would hear almost as many explanations as there were people interviewed. This really is a messaging nightmare that might be undermining the success of your product(s). This results in significant marketplace confusion, impacts revenue generation and reflects poorly on your product. We as Product Managers and Product Marketers like to blame the messenger for this problem, but the likely reality is that we are at fault. As PMs & PMMS, we must own the message and then enable the organization to take this message to the market. The starting point for doing this is a Powerful Messaging Platform.
Key Takeaways:
* Understand the key business drivers for developing a messaging platform
* Discover the most important, but yet often overlooked, starting point for your messaging
* Learn the five key components of a successful Messaging Platform
* Understand how the Messaging Platform contributes to more success in the market.
Mobile technology adoption continues to grow, and recent consumer trends include rise in wearable tech and VR / AR, as well as growing use of chatting apps, mobile commerce, and consumption of mobile video content. Marketers are responding to these trends with location based marketing, video content and ramification, among other tactics, in order to offer a more relevant and instant shopping experience.
With the additional of Enterprise Messaging, WeChat solves a lot of pain points for corporate internal communication. In this deck, Grata looks at methods to integrate external and internal messaging in WeChat Enterprise Accounts to mimic distributed call centers.
Building Out Your Editorial Calendar 4.24.13Kapost
Using four content pillars to build out your editorial calendar and stick to your content marketing strategy for the entire year.
How do I build a content marketing strategy and stick to it?
How do I know what content to use as pillars?
How do I track my content production to know if I'm hitting my goals?
How do I navigate my Editorial Calendar to follow my content marketing strategy?
Information on the Living wall Project- Amman, based on the article: Taibeh, Y. (2009) "A wall with a spirit – the living wall project Amman”, MEADA, 2009/1, p. 44-51
"Selfie" was the word of the year for 2013 and Brands have become obsessed with them. Check out the Infographic and get insights on how and how much brands use Selfies.
Can government innovate and leverage innovation ?
Yes it can - Chief Disrupter has been repurposing methods from tech and start up to support government and NGOs embrace change and participate in the Innovation economy.
This presentation was given as keynote at MLH's HackconEU 2015. It covers the need to run quality events for hackathon attendees that ensure a healthy and respectful environment.
Global Messaging Trends 2 - When are chatbots actually useful?Andrew Schorr
Put aside the hype, and there's a lot to get excited about for the future of chatbots. It's about decreased effort and real intelligence. Keynote address at CHat Shanghai Conference, September 2016.
China Digital Life - Digital Marketing ecosystem in world's most dynamic digi...Nagendra Singh
The story has been told from the perspective of a 27-year old Chinese and his activities through the day. This is a result of my personal experience and research while working in China. Goes without saying that it's just a glimpse of world's biggest and most exciting digital market.
Bot Boom: What marketers need to know about chatbots now - Erin Bury - Tech F...BookNet Canada
Chatter about chatbots reached a fever pitch in 2016, with brands including Sephora, Taco Bell, and KLM jumping on the bot bandwagon. This presentation is designed for marketers and entertainment brands who are struggling to understand how to use bots for their business, highlighting what they are, why they’ve become so popular, and how to leverage them for customer service, content delivery, e-commerce, promotions, and branding. It also highlights a case study of TIFFBOT, a movie-loving chatbot built in partnership with the Toronto International Film Festival, offering takeaways for marketers based on its success.
Key Trends & Metrics from the Local-Sphere in Q1Localogy
Here are the key trends and data points from the local marketing and search space from Q1 2016. Presented by Greg Sterling, this presentation was delivered to an audience of LSA members.
A look at how innovations in voice processing, AR/VR, and heads up displays will affect messaging and digital communication. This is the expanded and annotated PPT from Grata's keynote presentation at CHina CHat Shanghai 2017.
News Media 2016: Trends & Forecasts in headlinesTatiana Repkova
Enjoy the second annual digest of the Media Managers Club online database!
Content:
1) Digital, online, mobile and social media trends
2) Newspaper trends
3) Magazine trends
4) Broadcasting trends
5) Future of the news and journalism, industry forecasts
The online database at mediamanagersclub.org is searchable by more than 600 subtopics, 234 countries and territories, by geographical and political regions, and time periods (full data for years 2012-2015).
A webinar I hosted on Thursday 26th October talking about the future of social media and dark data. As more customers switch to private messaging apps, brands are no longer in control.
This creates all kinds of ethical and moral challenges, not to mention the creative ones. Essentially, brands now need to provide more value than they capture. They need to give something useful BEFORE they ask for your personal details.
(85% of B2C consumer conversations in some areas are now on private messaging apps and not visible on public social networks)_.
News Media 2017: Trends & Forecasts in headlines Tatiana Repkova
Enjoy the third annual digest of the Media Managers Club online database!
Content:
1) Digital, online, mobile and social media trends
2) Newspaper trends
3) Magazine trends
4) Broadcasting trends
5) Future of the news and journalism, industry forecasts
The online database at mediamanagersclub.org is searchable by more than 600 subtopics, 234 countries and territories, by geographical and political regions, and time periods (full data for years 2012-2016).
A sharing section I gave about the two hotest social networks in China, Sina Weibo and WeChat. What the latest development and how stiff the competition is.
8 ways to get more website traffic using social media 10.06.16Kenny Soto
A presentation I gave showcasing information I've curated throughout 2016 on social media marketing tips I use for my clients. The biggest point made during this presentation—all of this stuff is going to be outdated within the first two months of 2017 (if we're lucky).
Similar to Global Messaging Trends: WeChat, Facebook, Bots, and Apps (20)
8 ways to get more website traffic using social media 10.06.16
Global Messaging Trends: WeChat, Facebook, Bots, and Apps
1. Grata.co April 2016Chat Beijing | Global Messaging Trends
Global
Messaging
Trends
Distractions,
hype, and what
really matters
Andrew Schorr
Founder @ Grata.co
Image Credit: Kathleen Wilson/Baltimore Academy of Illustration
7. Grata.co April 2016Chat Beijing | Global Messaging Trends
Meanwhile, in China…
1
Voice message
to a WeChat
Official Account
Are there any
tickets on a
sleeper train from
Beijing to
Shanghai this
Sunday?
2 Tap your itinerary from instant response
3
Select ticket
type and book
Mobvoi’s Chumen
Wenwen WeChat
account launched in
2013. Google
invested US$60M in
Mobvoi in October
2015
8. Grata.co April 2016Chat Beijing | Global Messaging Trends
60 billion
messages/day
3x peak volume of SMS
+
This isn’t to say messaging
isn’t a big deal.
9. Grata.co April 2016Chat Beijing | Global Messaging Trends
Official Accounts
Aug 2012
Wallet
Aug 2013
P2P Payments
Jun 2014
Open Platform
Oct 2013
Responding to WeChat
WeChat 1.0
Jan 2011
Push-to-talk
May 2011
Moments
Apr 2012
Push-to-talk
Aug 2013
2011 2012 2013 2014 2015 2016
People Nearby
Aug 2011
Offline Payments
Sep 2014
Rejects $3B from FB
Nov 2013
WeChat is “role model”
Sep 2013
Google searches for “WeChat” peak in US
Dec 2013
FB buys for $22B
Feb 2014
FB Requires Download
Apr 2014
WeChat invests $50M
Aug 2015
P2P Payments
Jun 2015
Messenger 1.0
Aug 2011
Flagship product at F8
Mar 2015
“Wants to be WeChat of West”
November 2014
Alibaba invests $200M
Mar 2015
Open Platform
Apr 2016
Spring Festival Red Packets
Feb 2014
10. Grata.co April 2016Chat Beijing | Global Messaging Trends
Regional + User Fragmentation
Closed Markets
The APac story
FB FTW
The rest of the world
Generational Trends
FB’s biggest threat
How many winners?
Image Credit: Dave Simmons
11. Grata.co April 2016Chat Beijing | Global Messaging Trends
Local Player vs. FB in Asia Pacific
(2015Q1)
Retrieved from https://medium.com/art-marketing/the-hidden-homescreen-70c794ff9ada#.91l3z7wzl
Basically
closed
markets
12. Grata.co April 2016Chat Beijing | Global Messaging Trends
FB’s Demographic Threat?
(2015 Spring)
Retrieved from http://simplymeasured.com/blog/9-things-social-media-marketers-need-to-know-from-mary-meekers-2015-internet-trends-report
13. Grata.co April 2016Chat Beijing | Global Messaging Trends
Snapchat vs Facebook with <34yo
(2015 Oct)
Retrieved from http://www.vertoanalytics.com/2015/10/the-demographics-of-social-media-properties-looking-beyond-downloads/
14. Grata.co April 2016Chat Beijing | Global Messaging Trends
Payments
Image Credit: Niki Koch hauntedatheart.tumblr.com
Fundamental to Messaging as
a Platform
FB Payments?
Breakout moment will be when
Messenger supports online +
offline payments
WeChat’s beachhead abroad?
Driving merchant adoption,
but unlikely to impact app
downloads
15. Grata.co April 2016Chat Beijing | Global Messaging Trends
WeChat’s Payment Success
Image Credit: Melissa Capaletti
High-frequency app
Pay in-app, online, & offline
300M+ of 700M MAU have
linked a payment account
Clever forcing functions
Red Packet sharing; payment
account required to join
groups chats of 100+ people
16. Grata.co April 2016Chat Beijing | Global Messaging Trends
Facebook on Payments
“We don’t view ourselves as a payments
business, that’s not the type of company
that we are. We’ll partner with everyone
who does payments.”
http://venturebeat.com/2016/03/29/facebook-messenger-is-reportedly-taking-on-apple-pay-and-samsung-pay/
This quote can be misleading. Messenger will
soon be handling a huge volume of payments.
Mark Zuckerberg, January 2016
17. Grata.co April 2016Chat Beijing | Global Messaging Trends
Payments in US
Source: McKinsey Retrieved from Jan 2016 Tweet https://twitter.com/andreatdell/status/684496659997454336
18. Grata.co April 2016Chat Beijing | Global Messaging Trends
Monetization
Image Credit: Alex Kazanas alexkazanas.com
FB approaches this
differently than WeChat
Advertising
Sponsored Messages
User Data
Transactional
19. Grata.co April 2016Chat Beijing | Global Messaging Trends
Average Revenue per User (2014)
Source: Activate.com Note: These are estimates, don’t put too much faith in them.
WeChat $7.00
KakaoTalk $4.24
LINE $3.16
WhatsApp $0.06
Viber $0.01
Messenger $0.00
20. Grata.co April 2016Chat Beijing | Global Messaging Trends
Business Accounts
Image Credit: Meredith Burke mdith.com
WeChat dominated early,
wrote the rules
WhatsApp defacto Official
Accounts
FB has 50M businesses
Best position is in the
payment flow
21. Grata.co April 2016Chat Beijing | Global Messaging Trends
Messaging as App Platforms
Broken app discovery
Context switching
Social graph
Over-hyped chat UI
Image Credit: Marlena Murtagh
22. Grata.co April 2016Chat Beijing | Global Messaging Trends
50,000 Apps Published per Month
Retrieved
from
h2ps://medium.com/art-‐marke=ng/the-‐hidden-‐homescreen-‐70c794ff9ada#.91l3z7wzl
23. Grata.co April 2016Chat Beijing | Global Messaging Trends
Yet, No one is Downloading Apps
Retrieved
from
h2ps://medium.com/art-‐marke=ng/the-‐hidden-‐homescreen-‐70c794ff9ada#.91l3z7wzl
24. Grata.co April 2016Chat Beijing | Global Messaging Trends
6 of the Top 10 Most Used Apps
Retrieved from https://medium.com/intercom-inside/the-end-of-app-stores-dd379e754033#.8mjiwgybv
25. Grata.co April 2016Chat Beijing | Global Messaging Trends
20%+ of Top 50 Most Addictive Apps
Source: Survey Monkey Intelligence, February 2016, Retrieved from http://venturebeat.com/2016/04/23/the-50-most-addictive-mobile-apps/
26. Grata.co April 2016Chat Beijing | Global Messaging Trends
Bots & AI
Finding the right use
cases
Multiple query search
Already have context
Background bots
“AI” isn’t there yet
Image Credit: Sarah Magida sarahmagidadesigns.com
27. Grata.co April 2016Chat Beijing | Global Messaging Trends
We haven’t
figured
everything
out yet.
28. Grata.co April 2016Chat Beijing | Global Messaging Trends
CNN bot
as your
annoying
friend
Image Credit: Hank Horkoff, Magnet
30. Grata.co April 2016Chat Beijing | Global Messaging Trends
What’s Coming
Image Credit: Sara Klementovic saraklem.com
Hybrid UIs
Distribution over App
Downloads
Rise of AI, Voice
OS vs. Messaging Apps
Google, Apple vs. Microsoft,
FB, et al
31. Grata.co April 2016Chat Beijing | Global Messaging Trends
Essential Reading, Listening, & Watching
• “When One App Rules Them All: The Case of WeChat and Mobile in China” by Connie Chan 2015 Aug 06
http://a16z.com/2015/08/06/wechat-china-mobile-first/
Widely viewed analysis that made a big impact in the West’s understanding of WeChat.
• “Bots and Beyond” a A16Z podcast with Connie Chan, Benedict Evans, and Chris Messina 2016 Apr 18
http://a16z.com/2016/04/18/bots-messaging-conversation-commerce
What are the good use cases for bots? Customer service for one. What are the ramifications for user, platform, and brand
in a messaging world?
• “How chatbots are going to redefine retail customer service” by Daphne Howland 2016 April 18
http://www.retaildive.com/news/how-chatbots-are-going-to-redefine-retail-customer-service/417458
Live agent customer service is still critical to most businesses, though chatbots can provide some value filtering at the
start.
• “When do bots beat apps? When context and convenience matter most” by Peter Rohas 2016 Apr 04
https://medium.com/chat-bots/when-do-bots-beat-apps-when-context-and-convenience-matter-
most-443c9191bb2b#.att7y88zx
If bots win, it won’t simply be because of their ease of use, but by the sheer usefulness of being embedded within the
context in which we are already working or conversing
• “Finding Jarvis: An Insider’s Look at the Future of Digital Messaging Agents” by Ivan Lee 2016 Mar 29
https://medium.com/swlh/finding-jarvis-an-insider-s-look-at-the-future-of-digital-messaging-
agents-7270782f687b#.i9zibvy44
Great discussion of the challenges and limitations facing Messaging as a platform.
• Facebook Messenger F8 Keynote with David Marcus 2016 Apr 12 [video 15m56s]
https://www.youtube.com/watch?v=9JbmAw1E-Wg
Messenger platform opens to public, wit.ai available for writing bots…
The illustrations in this PPT
First appeared in this AdWeek article” Why Every Marketer Should Be Keeping Up With the Evolution of Messaging Apps”
http://www.adweek.com/news/technology/why-every-marketers-should-be-keeping-evolution-messaging-apps-169998
32. Grata.co April 2016Chat Beijing | Global Messaging Trends
Grata is the leading provider of enterprise
contact center software for WeChat.
grata_co info@grata.co grata_co