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The Chat Revolution

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How messaging is changing social media landscapes, and how marketers can get in on the action.

Published in: Marketing
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The Chat Revolution

  1. 1. THE “CHAT REVOLUTION”
  2. 2. AGENDA 1. Intro to OTT Messaging 2. What’s Out There? 3. The Place of Brands 4. Messaging Bots
  3. 3. 1. INTRO TO OTT MESSAGING
  4. 4. OTT MESSAGING Uses VoIP (Voice over IP, or voice over internet protocol) ▸Provides any communication service without going through telecom company ▹Uses wifi/data to send messages ▸Allows communication abroad for no charge
  5. 5. GROWING POPULARITY Messaging apps have surpassed social networks in monthly active users. Souce: BI Insider Big 4 Messaging Apps: WhastApp, Messenger, WeChat, Viber Big 4 Social Networking Apps: Facebook, Twitter, LinkedIn, Instagram
  6. 6. 2. WHAT’S OUT THERE?
  7. 7. THERE’S A LOT
  8. 8. Most apps tend to grow and become popular in their home countries, where they stay.
  9. 9. MOST POPULAR APPS WhatsApp LineWeChat Messenger Kik
  10. 10. WhatsApp Monthly Active Users (MAU) ▸Messaging ▸File sharing ▸Video/audio calls ▸Location sharing ▸Messaging Bots Capabilities WhatsApp was created in 2009 by two former Yahoo! employees. To prevent itself from growing too quickly, it switched from free to paid service, charging $1/year. It was acquired by Facebook in 2014 and switched back to a free service. Chat List Chat Interface ▸1 Billion
  11. 11. Facebook Messenger Monthly Active Users (MAU) Capabilities ▸Supports SMS on Andriod ▸P2P payments ▸Messaging Bots ▸Order Lyft/Uber ▸Other extensions ▸Messaging ▸File sharing ▸Video/audio calls ▸Location sharing ▸P2P payments ▸Sticers/GIFs Facebook messaging was launched in 2011. Messenger was unbundled from Facebook in 2014, and users were forced to download a separate app or chat from the mobile web version. Since then, Facebook has been adding more and more capabilities to the chat app. ▸1 Billion
  12. 12. Home Screen Chat Interface Web/Desktop FB Messenger Screenshot Examples
  13. 13. Kik Monthly Active Users (MAU) ▸Messaging ▸Image sharing ▸Bots ▸Send gifs ▸Use stickers ▸Messaging bots ▸Games ▸Make new friends Capabilities Released in 2010, Kik is a Canadian messaging app. It differs from the other ones in that it is anonymous. Users need only an email and birthday (must be over 13) to register a username. ▸175 MM Chat Interface Discover People
  14. 14. Monthly Active Users (MAU) ▸Messaging ▸Image sharing ▸Voice/video calls ▸Voice messages ▸P2P payments ▸City services ▸Moments Capabilities WeChat Tencent, Chinese internet giant, first released WeChat in 2011. The app is mainly a chat app, but also offers a timeline-like capability called “Moments.” What makes WeChat stand out from other apps is its city services. ▸762 MM Chat List Chat Interface Video Call
  15. 15. WeChat users can hail a cab, buy movie tickets, book a doctor’s appointment, and pay their utility bills all within the app. WeChat City Services
  16. 16. Monthly Active Users (MAU) ▸Messaging ▸Image sharing ▸Voice/video calls ▸Voice messages ▸P2P payments ▸Stickers ▸Document storage Capabilities Line Line is Japan’s largest social app. It is owned by Line Corporation, which is a subsidiary of the Korean internet giant Naver Corporation. The app also has a brick and mortar store. Line launched in Japan in 2011 and released its IPO on the Tokyo and NYC markets in 2016. ▸215 MM Chat Interface
  17. 17. APPS TO LOOK OUT FOR ▸Yubl ▸iMessage in iOS 10 ▸Tinder Social ▸Snapchat
  18. 18. 3. THE PLACE OF BRANDS
  19. 19. Discoverability Interactivity Content Orientation Person Orientation Dark Social Engaging Lurkers EVOLUTIONS OF MARKETING Via: https://hbr.org/2016/06/what-marketers-need-to-know-about-chat-apps
  20. 20. THE PLACE OF BRANDS Sponsored Messages ▸Sending message through publisher Messages Instead of Notifications ▸Location-based messages ▸Sync with email Add-Ons ▸Stickers ▸Gifs ▸Bitmoji IMAGE SOURCE: http://www.adweek.com/news/advertising-branding/infographic-consumers-dont-mind-hearing-brands-messaging-apps-172431
  21. 21. Branded Gif Branded Stickers FB Messenger Branded Elements Brands can create branded GIFs (left) and stickers (right). Many movies and sporting events release a set of stickers to build excitement for the upcoming event.
  22. 22. FB Messenger Branded Elements Brands can create extensions for Messenger. Below is an example of sharing something from Spotify inside Messenger.
  23. 23. Bitmoji Brands will be able to create branded bitmojis, where users can dress their emoji selves in the brand’s clothes. Recently acquired by Snapchat, bitmoji will now have more reach.
  24. 24. WeChat Burberry Burberry created a parallel social event, messaging their followers with behind-the-scenes content from their London runway show. The brand also provided Chinese commentary. Each person who messaged them also received a picture of a personalized plaque.
  25. 25. WeChat Burberry During the New Year, Burberry sent followers a personalized New Year greeting. Users had to shake, tap, or swipe their phones to open it. Once they opened it, users could change the greeting and forward it to friends and family.
  26. 26. WeChat Tag Heur Tag Heur combined gamification and brought online offline. The brand engaged people in a digital “treasure hunt” in a travelling exhibit. Users received “keys” as they went through the exhibit by scanning QR codes. At the end of the game, users could go to a stand in the exhibit for a special flash drive containing more information about the brand.
  27. 27. WeChat Red Envelopes To get people to start using the WeChat wallet, WeChat released the red envelope game. Tencent gave away money during a popular New Year’ s TV show, and users had to shake their phones during certain broadcast times to get a red envelope. Users can also send envelopes to friends in random amounts.
  28. 28. 4. MESSAGING BOTS
  29. 29. THEY’RE TAKING OVER!
  30. 30. The growth of messaging bots represents a shift in mindset: from trying to make people think like computers (past) to trying to make computers think like people (future).
  31. 31. Facebook bots appear when the user taps the search bar. An expanded list of available bots can be found on botlist. FACEBOOK BOTS
  32. 32. FACEBOOK BOTS When a user clicks on a bot, he/she can click on a button to get started or type a simple “hi.” Users can click on “Manage” to manage bot messages and block sponsored messages.
  33. 33. FACEBOOK BOTS Many bots can recognize cues in natural language and perform actions based on those commands. This example shows a bot that helps book flights and hotels.
  34. 34. FACEBOOK BOTS: TROLLI Trolli continues in its quirky branding efforts and has three different bots with which users can chat. ▸Egg Bot: basically a magic-8 ball ▸Crawler Bot: a modern tamogachi ▸Blast Bot: gives you memes and gifs
  35. 35. FACEBOOK BOTS: TROLLI
  36. 36. FACEBOOK BOTS: OTHER BRANDS Some brands like HP and 1-800-Flowers are already on Messenger. In August, users will be able to order pizza from Pizza Hut via Facebook Messenger bot.
  37. 37. FACEBOOK BOTS: TECHCRUNCH Articles sent in Messenger can either be read inside the chat interface or linked out to the web page. Below, TechCrunch sent the article as messages.
  38. 38. KIK BOTS Kik has a bot store that displays more bots (left), breaking them down by topics. Users can also tag bots in group chats (right).
  39. 39. KIK BOTS: ADVENTURES AND GAMES Kik also has bots that let you choose your own adventure and play games. A choose your own adventure is pictured to the right.
  40. 40. THANK YOU
  41. 41. APPENDIX
  42. 42. THE RISE OF MESSAGING Increased smartphone penetration ▸95% of adults have smartphones Evolution of technology ▸Presence of wifi/data almost everywhere ▸Smarter software Comfort with technology ▸Using it more ▸Using it more often
  43. 43. WhatsApp Owner Encrypted? Monthly Active Users (MAU) Facebook, USA 1 Billion Yes ▸Messaging ▸File sharing ▸Video/audio calls ▸Location sharing ▸Messaging bots Capabilities WhatsApp was created in 2009 by two former Yahoo! employees. To prevent itself from growing too quickly, it switched from free to paid service, charging $1/year. It was acquired by Facebook in 2014 and switched back to a free service.
  44. 44. WhatsApp Screenshot Samples Chat List Chat Interface Web/Desktop
  45. 45. Facebook Messenger Owner Encrypted? Monthly Active Users (MAU) Capabilities Facebook, USA 1 Billion No Facebook messaging was launched in 2011. Messenger was unbundled from Facebook in 2014, and users were forced to download a separate app or chat from the mobile web version. Since then, Facebook has been adding more and more capabilities to the chat app. ▸Supports SMS on Andriod ▸P2P payments ▸Messaging Bots ▸Order Lyft/Uber ▸Other extensions ▸Messaging ▸File sharing ▸Video/audio calls ▸Location sharing ▸P2P payments ▸Sticers/GIFs
  46. 46. Home Screen Chat Interface Web/Desktop FB Messenger Screenshot Examples
  47. 47. Send Pictures Send Gifs Other Extensions FB Messenger Screenshot Examples
  48. 48. Kik Owner Encrypted? Monthly Active Users (MAU) Kik Interactive, Canada 175 MM No ▸Messaging ▸Image sharing ▸Bots ▸Send gifsCapabilities ▸Use stickers ▸Bots ▸Games ▸Make new friends Released in 2010, Kik is a Canadian messaging app. It differs from the other ones in that it is anonymous. Users need only an email and birthday (must be over 13) to register a username.
  49. 49. Chat Interface Send Pictures Discover People Kik Screenshot Examples
  50. 50. Asia has already far outpaced how advanced their apps are compared to apps in other countries. WeChat and Line seem to be leading the pack, creating new ways of engaging users.
  51. 51. Owner Encrypted? Monthly Active Users (MAU) Tencent, China 762 MM No ▸Messaging ▸Image sharing ▸Voice/video calls ▸Voice messagesCapabilities ▸P2P payments ▸City services ▸Moments WeChat Tencent, Chinese internet giant, first released WeChat in 2011. The app is mainly a chat app, but also offers a timeline-like capability called “Moments.” What makes WeChat stand out from other apps is its city services.
  52. 52. WeChat Screenshot Samples Chat List Chat Interface Send Pictures Video Call
  53. 53. WeChat users can hail a cab, buy movie tickets, book a doctor’s appointment, and pay their utility bills all within the app. WeChat City Services
  54. 54. WeChat Red Envelopes To get people to start using the WeChat wallet, WeChat released the red envelope game. Tencent gave away money during a popular New Year’ s TV show, and users had to shake their phones during certain broadcast times to get a red envelope. Users can also send envelopes to friends in random amounts.
  55. 55. Owner Encrypted? Monthly Active Users (MAU) Line Corp, Japan 215 MM No ▸Messaging ▸Image sharing ▸Voice/video calls ▸Voice messagesCapabilities ▸P2P payments ▸Stickers ▸Document storage Line Line is Japan’s largest social app. It is owned by Line Corporation, which is a subsidiary of the Korean internet giant Naver Corporation. Line launched in Japan in 2011 and released its IPO on the Tokyo and NYC markets in 2016.
  56. 56. LineLine Screenshots
  57. 57. Line Here: Share your location with your friends for a set time. Line Egg: Camera filters. Line Games: A game store with games users can play inside the app. Line Extensions
  58. 58. Store ▸Sells merchandise based on popular sticker characters IPO ▸Opened on Tokyo and NYC markets ▸Largest expected tech IPO of 2016 Line Store and IPO
  59. 59. Other WeChat Campaigns ▸Pepsi ▸Starbucks ▸Coach ▸McDonald’s ▸Uniqlo ▸Kate Spade
  60. 60. THE RISE OF BOTS ▸More DTC ▸Increased capabilities of AI ▸The rise of messaging
  61. 61. TWO TYPES OF BOTS AI-Based: ▸understands language (not just commands), gets smarter as you talk to it Rule-Based: ▸user message (input) goes through a tree of rules and bot replies with what it’s supposed to, based on programmed commands
  62. 62. CONNECTING PAYMENTS SOURCE: http://www.adweek. com/news/advertising- branding/infographic-consumers- dont-mind-hearing-brands- messaging-apps-172431
  63. 63. STRUGGLES OF MESSAGING Difficult to monetize Others need same app Need wifi/data connection Saturated market, small growth opportunities
  64. 64. CONNECTING THE APPS Some other apps, like Smooch (for busineses, left) and Franz (desktop only so far, right), have already begun to try solving one of the problems. These extensions gather all the different messaging apps together and allow the user to use them at the same time.
  65. 65. THE FUTURE OF MESSAGING ▸Bots might replace search and apps ▸Telecom providers can’t fight OTT messaging growth ▸Messaging apps have to grow, monetize sustainably ▸Still have a long way to go before AI-based bots will be able to chat with users without causing frustration
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