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.

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

2. @davelocity | #Inboundpartnerday | @HubSpot@davelocity | @HubSpot

3. @davelocity | #GrowWithHubSpot | @HubSpot
Messaging Apps vs. Social Networks
How WeChat is Inspiring
Facebook Messenger
TODAY’S
AGENDA
@davelocity | @HubSpot

4. @davelocity | @HubSpot
MESSAGING
APPS
Connecting the rise of
mobile and death of app
downloads

5. @davelocity | @HubSpot
Source:
eMarketer
Mobile traffic
continues to
rise
Internet Usage (Engagement) = Solid Growth…+4 Y/Y …
Mobile > 3 Hours / Day per User vs. <1 Five Year Ago,
USA

6. @davelocity | @HubSpot
Interacting with
the web on mobile
is hard.
Apps were
designed to
make this better.

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

8. @davelocity | @HubSpot

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

10. @davelocity | @HubSpot
Source: Intercom
And these
conversations
are moving to be
between
business and
their customers

11. @davelocity | @HubSpot
Chat has emerged
as the centre of
the mobile universe

12. @davelocity | @HubSpot
How WeChat Inspired
Facebook Messenger
@davelocity | @HubSpot

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

15. @davelocity | @HubSpot
WeChat is inspiring
Facebook Messenger’s
development

16. @davelocity | @HubSpot
What Does That Look Like?
2015
Features offered AdvertisingE-commerce Digital content Online-to-offline servicesFinance
WeChat
Facebook
Messenger
2018

17. @davelocity | @HubSpot
Growth and Focus
of Facebook
Messenger
@davelocity | @HubSpot

18. @davelocity | @HubSpot
Current Focus for
Facebook Messenger
Built the infrastructure
Seeded the developer community
Helping marketers

19. @davelocity | @HubSpot
0.2
0.4
0.6
0.8
1.1
1.2
1.4
0
Billion
Growth of
Facebook
Messenger
Facebook Messenger users
1.3 billion
April
2014
Nov
2014
Mar
2015
June
2015
Jan
2016
April
2016
July
2016
April
2017
Sep
2017

20. @davelocity | @HubSpot
70
million
business
pages
2.4
billion
messages
exchanged
Growth of
Facebook
Messenger

21. @davelocity | @HubSpot

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

25. @davelocity | @HubSpot
Customer Service
Connect instantly
Saves time
and budget
Live information
No need for an app

26. @davelocity | @HubSpot
Ecommerce
No need for
an app
In-Messenger
payments
Conversational
interface
Less barriers
to purchase
Personalized
experience

27. @davelocity | #Inboundpartnerday| @HubSpot
What about the
results?
@davelocity | @HubSpot

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%

30. @davelocity | @HubSpot
Broadcast 4 week
performer
Email
4 week performer Improvement
Open rate 79.57% 32.82% 242%
Click rate 12.77% 2.10% 609%
MQL/Delivered 0.07% 0.01% 694%
Results
Improvement
242%
609%
694%
Email supplement/complement

31. @davelocity | #Inboundpartnerday| @HubSpot
Why you need to
connect it to your CRM
@davelocity | @HubSpot

32. @davelocity | @HubSpot
Continue Past Conversations
Enhance Live Conversations
Provide a Remarkable Experience
Why you
need to
connect it to
your CRM

33. @davelocity | @HubSpot
Why you
need to
connect it to
your CRM

34. @davelocity | #Inboundpartnerday| @HubSpot
Messenger is just one
part of Facebook’s
ecosystem
@davelocity | @HubSpot

35. @davelocity | @HubSpot
2018
WhatsApp
Facebook
Messenger
Instagram
Facebook
Facebook
Messenger Lite
Facebook Lite
Viber
WeChat
Spotify
Did anyone
notice anything
about this slide?

36. @davelocity | @HubSpot
Messenger is just
the beginning
The Facebook
ecosystem is a
beast
1.3
Billion
@davelocity | @HubSpot

37. @davelocity | @HubSpot
800
Million
@davelocity | @HubSpot
Messenger is just
the beginning
The Facebook
ecosystem is a
beast

38. @davelocity | @HubSpot
1.3
Billion
@davelocity | @HubSpot
Messenger is just
the beginning
The Facebook
ecosystem is a
beast

39. @davelocity | @HubSpot@davelocity | @HubSpot
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