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Presentation given at Social Media Breakfast Dallas on March 27, 2014. Survey of the current social messaging platform landscape, looking at platforms like WhatsApp, SnapChat, Line and more.
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RISE OF SOCIAL MEDIA MESSAGING PLATFORMS March 27, 2014
EMERGING SOCIAL PLATFORMS
Changing social landscape!Are teens leaving Facebook?!Reach decreasing on Facebook while other platforms increase!
IMPORTANCE OF MESSAGING
Messaging is still the core of our digital experience!
NOT JUST TEXT
Messaging is becoming more visually driven!Photos!Drawings!Re-sharing visuals!Stickers and icons!Videos
MESSAGING APPS
MOBILE ADVANTAGES
Mobile messaging apps have specific advantages:!Resources: connections built in through phonebook & social login!Content creation: picture taking and photo uploads are easier!Push notifications: gets attention without cluttering email inboxes!!You can’t block SMS!Username vs. phone #!Answering question - what else can I do with SMS?!!
A cross-platform mobile messaging app which allows users to exchange messages without having to pay for SMS!465,000,000 monthly active users!330,000,000 daily active users!Acquired by Facebook!
WhatsApp breaks many conventions!Former Yahoo! employees!Founder turned down by Facebook!Mid-late thirties!Carry old phones!
Smartphone penetration in India is still under 10%!
!
Was $19 billion too much?!Daily messaging volume more than the entire global SMS text volume!Adding 1 million new members each day!More than 72% are active!Is it worth 10% of Facebook?!
$35 vs $140 per MAU!
FACEBOOK MESSENGER
Messaging with your Facebook contacts!53,000,000 monthly active users!Not as focused on real-time chat!Doesn’t see as a WhatsApp competitor!
KIK
Messaging app popular in North America!Kik Cards allow users to send YouTube videos, images, finger-drawn sketches, and games!100,000,000 total users
ONE DIRECTION’S KIK
Popular teen band One Direction used Kik to promote a new album!The campaign used a shareable Kik Card to link to the album, exclusive content, and a special chat thread for fans.
TANGO
Recently funded mobile app!Messaging, voice and gaming!$280 million in Series D funding from Alibaba!200 million registered users!70 million active users!25-45 years old
LINE
Mobile messaging, popular in Japan!LINE also provides:!
• Mobile payments!• Stickers in chat!• Shake-to-add contacts!
380,000,000 global monthly active users!10,000,000 U.S. monthly active users!More than 50% of brand messagesare opened on LINE
MAYBELLINE
Used LINE to launch its Lip Polish lipstick in Thailand!Users added as a new contact, branded chat stickers drove awareness!5.5 million opted into flash sale!One sale every 20 seconds
MESSAGING AS SOMETHING MORE?
Control smart appliances through messages
WeChat is another messaging app, the most popular in China!355,000,000 monthly active users!Unique features include:!Multimedia messaging!Free calls and video chat!Voice message chat!Xiaomi sold 150,000 smartphones in 10 minutes
OTHER APPS
Photo and video posts!200 million monthly active users!60 million photos shared daily!15 second videos!New ad platform
Fox & Fawn!20-40% of daily sales from Instagram
SNAPCHAT
Snapchat is a photo messaging app that lets users share photos and videos with text and drawings with their friends!Messages disappear within a set number of seconds!Posts sent to a user’s page are viewable for 24 hours!Estimated 30,000,000 monthly active users!400 million “snaps” sent daily
MCDONALDS ON SNAPCHAT
McDonalds introduced their Bacon Clubhouse sandwich using these Snapchat best practices:
NEW ORLEANS SAINTS ON SNAPCHAT
Telling a behind-the-scenes story!Pre-game huddle!Video shout-outs from players!37,000 followers!21,000 views of each snap story
JELLY
Jelly is a Q&A app that allows users to ask questions and get advice from friends
LOWES ON JELLY
Lowes keeps its participation on the platform simple!Asks and questions relevant to their target!Displays brand expertise through answers
SECRET AND WHISPER
Secret-sharing apps that allow users to post text with picture backgrounds and receive replies anonymously!Secret is iOS only and shares with people you know!Whisper is cross-platform shares with everyone!Whisper is searchable, meaning posts about brands can be gathered for social listening
FOR MARKETERS
FOR MARKETERS
Should you be using for marketing?!If you’re targeting a young customer, you should be exploring!Identify ad opportunities where available!Create partnerships where possible!Find opportunities to test campaigns!Short-term campaign or long-term platform?!Still an opportunity to be breakthrough
