Post on 13-May-2018
Evan WrayVice President & Co-Founder
1
Twitter: @EvanWray1
1. More-modern metrics for marketing
2. The advantages that messaging apps can offer brands
3. Advice for planning messagingcampaigns
4. How to generate ROI2
3
The Marketplace
4
Growth of Mobile Usage
Source:KCPB/Meeker 2015 Internet Trends Report5
0.4 0.3 0.3 0.3 0.3 0.4
2.4 2.6 2.5 2.3 2.4 2.4
0.40.8
1.6 2.3 2.6 2.8
3.2
3.7
4.3
4.95.3
5.6
0
1
2
3
4
5
6
2010 2011 2012 2013 2014 2015YTD
Hou
rs p
er D
ay
MOBILE DESKTOP / LAPTOP OTHER CONNECTED DEVICES
37%
0
10
20
30
Internet Mobile
TIME SPENTAD SPEND
% of Time Spent in Media vs. % of Advertising Spending, USA, 2014
Source: KCPB/Meeker 2015 Internet Trends Report6
Total Internet Ad Spend = $50 BillionOf Which Is Mobile = $13 Billion
~$25B+ Opportunityin United States
Perc
enta
ges
US Ad Spending on Mobile - 2015
Search Ads45%
Banner Ads*42%
Video Ads9%
Other 4%
Source: eMarketer, Sept 2015 *Includes banner, rich media, Facebook ads, sponsorships and promoted tweets7
MillennialAged 18 – 358
Size of US generations in 2016
U.S. Census, Bloomberg Reporting9
Gen Z Millenial Gen X Boomer
100
80
60
40
20
0
65,230,802
88,587,976
65,777,80874,370,788
$500 billion
ii2011MILLENNIAL SPENDING
$600 billioniii
2015MILLENNIAL SPENDING
$1.4 trillioniv
2020MILLENNIAL SPENDING
The Millennial Audience
10
Beliefs, Behaviors & Attitudes11
§ Hyper-connected
12
Hyper-Connected
13
86%Own smartphones
Hyper-Connected
14
86%Own smartphones
87%Always have their smartphone 24/7
Sun by Fernando Affonso from the Noun Project
86%Own smartphones
87%Always have their smartphone 24/7
Hyper-Connected
Alarm Clock created by iconoci from the Noun Project. Sun by Fernando Affonso from the Noun Project15
80%Reach for phone first on waking.
§ Hyper-connected § Hyper-savvy
16
Hyper-savvy
17
84% Don’t like traditional advertising
©The McCarthy Group
mobile banner ad by Sharon Showalter from the Noun Project
x
Hyper-savvy
18
84% Don’t like traditional advertising
©The McCarthy Group
41% Females 52% MalesIgnore online search ads©2014 Goo Technologies Study
mobile banner ad by Sharon Showalter from the Noun ProjectMagnifying Glass by Pham Thi Dieu Linh from the Noun Project
x
84% Don’t like traditional advertising
Hyper-savvy
63%Trust found content more than ad content
©The McCarthy Group
41% Females 52% MalesIgnore online search ads©2014 Goo Technologies Study ©RaptMedia
mobile banner ad by Sharon Showalter from the Noun Project Magnifying Glass by Pham Thi Dieu Linh from the Noun ProjectMap by Jose Moya from the Noun Project19
x
§ Hyper-connected § Hyper-savvy§ Expect Access
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Expect Access
“62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer.”–Source: Elite Daily, 201521
§ Hyper-connected § Hyper-savvy§ Expect Access§ Community & Participation
22
Community & Participation
“70% of millennials are more excited about a decision they’ve made when their friends agree with them, compared to 48% of nonmillennials.”–Source: Jeff Fromm, Millennial Marketing (via Forbes)23
§ Hyper-connected § Hyper-savvy§ Expect Access§ Community & Participation§ Relevance & Personalization
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Seek Relevance & Personalization
“60% of millennials will only share content if it is thought provoking and intelligent”–Newscred Millennial Survey, 2014
25
Mobile Messaging For The Win26
“The social media phase of the internet ended… Messaging is the new social media.”
Fred WilsonUnion Square Ventures
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Shifting Landscape
Rise of Desktop Social Audiences
28
Shifting Landscape
Rise of Desktop Social Audiences
Paid Social Media
29
$
Shifting Landscape
Rise of Desktop Social Audiences
Paid Social Media
Messaging Explosion
30
$
Shifting Landscape
Rise of Desktop Social Audiences
Untapped Opportunity
Paid Social Media
Messaging Explosion
Water Faucet by Edward Boatman from the Noun Project31
$
Messaging Use Growing
32
BIG 4 SOCIAL NETWORKSBIG 4 MESSAGING APPS
Global Messaging Leaders Breakdown
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WhatsApp1B Monthly Active Users30B Messages per Day
Facebook Messenger900M Monthly Active Users
Viber360M Monthly Active Users
WeChat549M Monthly Active Users
LINE205M Monthly Active Users13B Messages per Day
Kakao Talk48M Monthly Active Users5.2B Messages per Day
Global Messaging Leaders – Perspective
34
Viber
Global Messaging Leaders – Perspective
35
Global Messaging Leaders – Perspective
36
Messenger
Global Messaging Leaders – Perspective
37
3.062B Monthly Active Users
Messaging App Use & Sessions
Tops Apps by Usage1. Facebook2. WhatsApp3. Facebook Messenger4. Instagram5. LINE6. Viber7. Kakao Talk8. Clash of Clans9. WeChat10.Twitter
38
Messaging App Use & Sessions
Tops Apps by Usage1. Facebook2. WhatsApp3. Facebook Messenger4. Instagram5. LINE6. Viber7. Kakao Talk8. Clash of Clans9. WeChat10.Twitter
39
Messaging App Use & Sessions
Tops Apps by Usage1. Facebook2. WhatsApp3. Facebook Messenger4. Instagram5. LINE6. Viber7. Kakao Talk8. Clash of Clans9. WeChat10.Twitter
Tops Apps by Number of Sessions1. KaKao Talk2. WhatsApp3. WeChat4. VK5. LINE6. Viber7. Facebook8. Clash of Clans9. Instagram10.Facebook Messenger
40
Messaging App Use & Sessions
Tops Apps by Usage1. Facebook2. WhatsApp3. Facebook Messenger4. Instagram5. LINE6. Viber7. Kakao Talk8. Clash of Clans9. WeChat10.Twitter
Tops Apps by Number of Sessions1. KaKao Talk2. WhatsApp3. WeChat4. VK5. LINE6. Viber7. Facebook8. Clash of Clans9. Instagram10.Facebook Messenger
41
The Fit
Millennial Behavior
Messaging App Experience
Hyper-Connected 3 Billion+ messaging app users
42
The Fit
Millennial Behavior
Messaging App Experience
Hyper-Connected 3 Billion+ messaging app usersExpect Access Convenient
Organic part of their daily routineIn their pocketsInstant responses
43
The Fit
Millennial Behavior
Messaging App Experience
Hyper-Connected 3 Billion+ messaging app usersExpect Access Convenient
Organic part of their daily routineIn their pocketsInstant responses
Crave Community & Participation Trusted inner circlesGroup chatsBuild for sharing1:1Conversations, not broadcasts
44
The Fit
Millennial Behavior
Messaging App Experience
Hyper-Connected 3 Billion+ messaging app usersExpect Access Convenient
Organic part of their daily routineIn their pocketsInstant responses
Crave Community & Participation Trusted inner circlesGroup chatsBuild for sharing1:1Conversations, not broadcasts
Relevance & Personalization Content is chosen by userClosed circle = quality controlCustomizable by userAnalytics power personalization
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What Brands Need to Know About Mobile Marketing46
What Brands Need to Know About Mobile Marketing
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Change Your Metrics of Success
Impressions
48
Engagement
Impressions
49
Change Your Metrics of Success
Change Your Metrics of Success
Engagement
Impressions Clicks
50
Change Your Metrics of Success
Engagement Shares
Impressions Clicks
51
Change Your Metrics of Success
Engagement Shares
Impressions Clicks Conversion
52
Change Your Metrics of Success
Engagement Shares Advocacy
Impressions Clicks
53
Conversion
Metrics 2.0
Traditional Metrics§ # Impressions§ # Downloads§ CPC§ CPM
Metrics 2.0§ Who’s downloading§ Where they are§ # Shares§ # Group shares§ Time spent§ Social ripple§ Most popular content§ Which app is most successful§ Accurate audience size§ Abandonment rates?
54
A more modern mindset 55
Focus on interactions, not interruptions56
Case Studies57
Mobile Messaging Campaigns
Creative AssetsStickersEmojiVideosGifsPhotos Filters & Frames58
Mobile Messaging Campaigns
Campaign BenefitsNon-disruptiveActiveOptimized for mobileCreated for sharing
59
#PopeIsHope Campaign Goals
§ Reach millennials§ Position it around US visit§ Make him relatable§ Spread the message of
“good is winning”§ Create Viral Content60
#PopeIsHope Designs
61
#PopeIsHope Campaign: Initial Results
62
119kDownloads
21.5MImpressions
500kShares
#PopeisHope Campaign Expansion
63
Christmas Pack Mexico Pack Easter Pack
#PopeIsHope Campaign: Final Results
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142kDownloads
29.6MImpressions
1.1MShares
Jose Cuervo Campaign Goals
§ “Have a Story” Message§ Reach target 21+
millennial audience§ Promote conversation and
shares of Jose Cuervo content
65
Jose Cuervo Designs
66
Jose Cuervo Campaign Results
67
87.7kDownloads
31.2MImpressions
1.2MShares
Campaign Results Comparison
68
87.7kDownloads
31.2MImpressions
1.2MShares
142kDownloads
29.6MImpressions
1.1MShares
Cuervo
Brand Account Campaigns
Creative AssetsStickersEmojiVideosGifsPhotos Filters & FramesPlus…69
Brand Account Campaigns
Creative AssetsStickersEmojisVideosGifsPhotos Filters & FramesPlus…Chatbots70
Brand Account Campaigns
Campaign BenefitsNon-disruptiveActiveOptimized for mobileCreated for sharing
71
1:1 interactionDirect feedbackFrictionless
1-800 Flowers Campaign Goals
§ Generate brand awareness§ Direct smartphone users to
a mobile storefront § Drive purchases and sales revenue§ Capitalize on Mother’s Day timing
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1800-Flowers Designs
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1-800-Flowers Variations
74
Viber
Line
1-800-Flowers Campaign Detail
75
1-800 Flowers Campaign Results
76
447kDownloads
34.2MImpressions
1.7MShares
Drove 10% of Mobile Site Traffic
Planning: Best Practices77
Relevancy
78
Campaign Positioning
79
Quality Design
80
User Experience
81
Targeting
geo targeting by Cristiano Zoucas from the Noun Projectclock by Christian Shannon from the Noun Project
82
Targeting
geo targeting by Cristiano Zoucas from the Noun Projectclock by Christian Shannon from the Noun Project
83
Targeting
geo targeting by Cristiano Zoucas from the Noun Projectclock by Christian Shannon from the Noun Project
84
Targeting
85
WeChat Viber Kik Line
PicsArt Messenger Kakao Talk
86
Thank You!swyftmedia.com
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