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#MTM15
 Mobile Instant Messenger - the Next big thing in social?

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Auf den Medientagen 2015 #MTM15 (Track Social Media in Unternehmen) hielt Johannes Lenz, Corporate Blogger bei akom360 einen Vortrag zum Thema "Mobile Instant Messenger - The Next Big Thing In Social".

Publicada em: Mídias sociais
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#MTM15
 Mobile Instant Messenger - the Next big thing in social?

  1. 1. AKOM3601 #MTM15
 MOBILE INSTANT MESSENGER - THE NEXT BIG THING IN SOCIAL?
  2. 2. AKOM360 1977 in Marburg an der Lahn geborener „Webzopf“ & Papa eines 17 Monate alten Lütten 06/10 Digital Consultant Corporate Communications bei Grey Worldwide Düsseldorf & verantwortlich für den Auf- und Ausbau der strategischen Social Web Kommunikation der Netzwerkagentur in Deutschland 07/12 Corporate Blogger bei AKOM360 (Member of Starcom MediaVest Group) & verantwortlich für die strategische Social Web Kommunikation der Digitalagentur & Facebook Marketing Partner Vorträge, Workshops & Veröffentlichungen (u.a. allfacebook.de, wuv.de, lead-digital.de, internetworld.de, huffingtonpost.de, Akademie der bayerischen Presse, BVDW) Privat den Twittwoch Düsseldorf ins Leben gerufen & Mitglied des SV Werder Bremen Johannes Lenz 2
  3. 3. AKOM360 Johannes Lenz 3 @johanneslenz johanneslenz1 +JohannesLenz @johanneslenz @johanneslenz johanneslenz johanneslenz
  4. 4. AKOM360 Kunden 4
  5. 5. AKOM360 Follow us Corporate Blog Corporate Website Facebook Page Google+ Page Instagram Channel Linkedin Company Page 5 Pinterest Channel Slideshare Account Twitter Account Tumblr Blog Xing Company Page
  6. 6. AGENDA AKOM360 Mobile Instant Messaging: Status Quo Cases: Snapchat & WhatsApp Outlook: Zukunft gehört (auch) dem Facebook Messenger 6
  7. 7. AKOM360 Mobile Instant Messaging: Status Quo „Messaging is one of the few things that people do more than social networking.“ 7 Quelle: Mark Zuckerberg, CEO Facebook at f8 2015, http://www.wired.co.uk/magazine/archive/2015/11/features/inside-facebook-messenger Bild: http://www.businessinsider.in/Living-in-the-dorm-room-where-Mark-Zuckerberg-created-Facebook-means-random-visitors-and-cramped-quarters/ articleshow/49399005.cms
  8. 8. AKOM3608 Mobile Instant Messaging: Status Quo Quelle: http://uk.businessinsider.com/chart-of-the-day-mobile-messaging-is-poised-to-overtake-social-networks-2014-11
  9. 9. AKOM360 Mobile Instant Messaging: Status Quo „The messaging era is definitely now. … It’s the one thing people do more than anything else on their phone.“ 9 Quelle: David Marcus, VP Messaging Products at Facebook, http://www.wired.co.uk/magazine/archive/2015/11/features/inside-facebook-messenger
  10. 10. AKOM36010 Mobile Instant Messaging: Status Quo Quelle: http://blog.akom360.de/2015/04/messenger-apps-haengen-uebrige-apps-ab/
  11. 11. AKOM36011 Mobile Instant Messaging: Status Quo Quelle: http://de.slideshare.net/wearesocialsg/we-are-socials-global-digital-statshot-august-2015/4
  12. 12. AKOM36012 Mobile Instant Messaging: Status Quo Quelle: https://twitter.com/HolgerSchmidt/status/653583290268565504
  13. 13. AKOM360 27 Mio. Facebook Nutzer in Deutschland (Stand 2014) 32 Mio. WhatsApp Nutzer in Deutschland (Stand 04/2014) +50% DER INTERNETNUTZER VERWENDEN WHATSAPP! 46 Mio. Smartphone Nutzer in Deutschland (Stand 07/2015) 55,6 Mio. Internetnutzer in Deutschland (mindestens gelegentlich, Stand 2015) 81,2 Mio. Menschen leben in Deutschland (Stand 12/2014) 13 Mobile Instant Messaging: Status Quo
  14. 14. AKOM360 Mobile Instant Messaging: Status Quo Mobile Instant Messaging ist „jetzt“ & „flüchtig“ „jetzt“ & „archivierbar“ 14
  15. 15. AKOM360 Mobile Instant Messaging ist „ “ & „ “ „ “ & „ “ Mobile Instant Messaging: Status Quo 15
  16. 16. AKOM360 „With Snapchat, we’re putting our content into the pockets of 100 million millennials. Snapchat is targeted television on mobile.“ 16 Cases: Snapchat Quelle/Bild: Jeff Lucas, Sales Chief Viacom, http://www.fastcompany.com/3051612/innovation-agents/media-tech-and-advertising-to-snapchat-i-aint-afraid-of-no-ghost
  17. 17. AKOM36017 Quelle: http://digitalsport.co/bayern-munich-team-up-with-snapchat-to-deliver-global-broadcast Cases: Snapchat
  18. 18. AKOM360 • Globale Story, die live von Fans in sechs ausgewählten Sportsbars in den USA und aus der Allianz Arena kreiert wurde • Einbeziehung von ausgewählten Influencern • Story stand allen Snapchat-Nutzern 24h zur Verfügung • Während des Spiels wurde per Bandenwerbung der Snapchat-Account beworben sowie auf anderen Netzwerken, etwa Twitter 18 Cases: Snapchat
  19. 19. AKOM36019 Quelle: http://www.wsj.com/articles/bb-8-awakens-is-spheros-new-droid-the-most-awesome-star-wars-toy-ever-1441285524 Cases: Snapchat
  20. 20. AKOM36020 Cases: Snapchat Quelle: http://www.wsj.com/articles/how-snapchat-stars-helped-sell-a-new-star-wars-toy-1444384800
  21. 21. AKOM360 • Globale Kampagne „#ForceFriday“ von Sphero (in Zusammenarbeit mit Disney, die den neuen Star Wars- Film produzieren), erreichte in 24 Std. über 10 Mio. Views • BB-8, das gelaunchte Star Wars-Produkt, war in allen 14.000 teilnehmenden Geschäften ausverkauft • Einbeziehung von 5 ausgewählten tech, reiseaffine und Star Wars liebende Snapchat-Influencern (z.B. Shonduras, 2 Mio. Views/Tag) über die Agentur Naritiv • über 500.000 Interaktionen außerhalb von Snapchat zu • Snapchat nur ein „Teil“ einer 360° Grad Kampagne • Effekte über Snapchat hinaus (Twitter, Facebook, YouTube) 21 Cases: Snapchat
  22. 22. AKOM36022 Quelle: https://twitter.com/onedirection/status/653200685341745152 Cases: Snapchat
  23. 23. AKOM360 • Die Mitglieder von „One Direction“, englische Boyband, gaben exklusiv die Namen der Tracks auf der neuen Platte gemeinsam in einer Snapchat-Video-Story bekannt. • Cross-Promotion auf Twitter (ca. 35.000 RTs, ca. 51.000 Fav`s) • Effekte über Snapchat hinaus (Twitter, Facebook, YouTube) 23 Cases: Snapchat
  24. 24. AKOM36024 Quelle: www.marketingmagazine.co.uk/article/1369530/burberry-uses-snapchat-give-backstage-access-testino-shoot-real-time Cases: Snapchat
  25. 25. AKOM36025 Quelle: Burrberry via Snapchat Cases: Snapchat
  26. 26. AKOM360 • Die Luxusmarke Burberry präsentierte am 22.10.2015 exklusiv auf Snapchat Einblicke in die 2016er Frühjahrs- und Sommer-Kollektion im Rahmen einer Story, die 24h lang für Snapchat-Nutzer verfügbar ist • Kurze Bewegtbild-Sequenzen und Bilder wechselten sich ab • Erste 24h Fashion Kampagne auf Snapchat • Über etwaige Effekte auf und über Snapchat hinaus kann noch nichts gesagt werden 26 Cases: Snapchat
  27. 27. AKOM360 Was Snapchat nicht ist: Snapchat ????? Snapchat steigt ab sofort aus der Content-Produktion aus! 27 Take Aways: Snapchat Quelle: http://www.wired.com/2015/10/snapchat-finds-out-creativity-isnt-as-easy-as-it-looks
  28. 28. AKOM360 Was Snapchat für Nutzer nicht ist: 15 mal glattgezogener Content von Premium-Partnern! 28 Take Aways: Snapchat Quelle: http://uk.businessinsider.com/people-want-to-get-rid-of-snapchat-discover-2015-7?r=US&IR=T
  29. 29. AKOM360 Warum das Discover-Feature bei Snapchat bleiben wird: Premium-Partner Cosmopolitan hat 3 Mio. Views am Tag, 1,2 Mio. tägliche Shares von Stories und über 70% der Leser blättern die Stories ganz durch! 29 Take Aways: Snapchat Quelle: http://digiday.com/platforms/cosmo-says-getting-3-million-readers-snapchat-discover/
  30. 30. AKOM360 • 100 Mio. aktive Nutzer, vor allem in der Altersgruppe 13 bis 34 Jahre • (Medien-) Marken müssen verstehen: Snapchat ist individuell, schnell & nutzerzentriert • Snapchat-Marketing ist oftmals anlassbezogen und profitiert von Cross-Promotion auf anderen Kanälen • Influencer spielen ein wichtige Rolle zur Distribution und Emotionalisierung von Content über Snapchat hinaus • Snapchat ist temporär (flüchtig) aufgrund künstlicher Zeitverknappung, weshalb es umso wichtiger ist, Inhalte auf anderen Kanälen zu promoten 30 Take Aways: Snapchat
  31. 31. AKOM360 „WhatsApp has 900 million monthly active users - but still no business model.“ 31 Cases: WhatsApp Quelle/Bild: Jan Koum via Facebook, https://www.facebook.com/jan.koum/posts/10153580960970011, qz.com/495419/whatsapp-has-900-million-monthly-active-users-but-still-no- business-model/
  32. 32. AKOM360 Hellmann`s Kampagne in Brasilien für Mayonnaise zeigt die Möglichkeit der Live-Beratung ähnlich dem Pre- Sales bei Outfittery. Allerdings stellt sich die Frage nach dem Personalaufwand für den Service. 32 Cases: WhatsApp Quelle: https://youtu.be/xYN9A09iy5Y
  33. 33. AKOM360 The Voice of Germany / Pro Sieben nutzte WhatsApp für Gruppenchats (WhatsApp Talents) und für die Share Lounge (Meme-Generator) 33 Cases: WhatsApp Quelle: www.the-voice-of-germany.de/chat, www.the-voice-of-germany.de/memes (beide Links nicht aktuell)
  34. 34. AKOM360 Bei The Voice of Germany liegt der Anteil von Shares via WhatsApp bei rund 20% und damit weit vor Facebook et. al. 34 Cases: WhatsApp Quelle: http://allfacebook.de/fbmarketing/allfacebook-marketing-conference-afbmc-in-muenchen-2015-video-und-bilderwelten-mit-facebook-bmw-prosieben und eigene Screenshots
  35. 35. AKOM360 Weitere  aktuelle  Beispiele  mit  Broadcast-­‐Listen:   Rheinische  Post,  RTL  NEXT,  InFranken.de,  sport1,  SZ  Regional  -­‐     alle  bieten  News  via  WhatsApp  an.   35 Quelle:  hJp://www.produkte.sueddeutsche.de/sz-­‐muenchen-­‐whatsapp-­‐service/,  hJp://rtlnext.rtl.de/cms/rtlnext-­‐whatsapp.html,   www.rp-­‐online.de/digitales/apps/rheinische-­‐post-­‐per-­‐whatsapp-­‐lesen-­‐breaking-­‐news-­‐aid-­‐1.5107028,  hJp://www.infranken.de/ regional/bamberg/inFranken-­‐de-­‐bei-­‐WhatsApp-­‐News-­‐direkt-­‐aufs-­‐Handy;art212,865731,  hJp://www.sport1.de/unternehmen/ service/sport-­‐news-­‐per-­‐whatsapp     Cases: WhatsApp
  36. 36. AKOM360 Die BBC lieferte erstmals anlässlich der Wahlen in Indien 2014 über den Distributionskanal WhatsApp News als Text und Videonachrichten mit Links. Die Rezipienten verwiesen vor allem auf die personalisierten Informationen, obwohl der Inhalt für alle Empfänger derselbe war. 36 Cases: WhatsApp Quelle: http://netzwertig.com/2014/09/25/experimente-von-bbc-und-srf-medienanbieter-verwandeln-whatsapp-in-einen-quasi-rss-reader/
  37. 37. AKOM360 • +32 Mio. aktive Nutzer in Deutschland (altersübergreifend, Marktführer) • (Medien-) Marken müssen verstehen: WhatsApp ist individuell & nutzerzentriert • WhatsApp-Marketing (Broadcast-Listen & Gruppen-Chats) kommt immer häufiger bei Medienmarken, Newsseiten sowie nach und nach bei Online-Retailern (Bsp. Outfittery, notebooksbilliger.de) für Pre-Sales zum Einsatz • Cross Promotion des WhatsApp Angebotes genauso wichtig wie der WhatsApp Share Button für Mobile • Datenschutzkonformität: Ausdrückliche Einwilligung der Nutzer elementar! 37 Take Aways: WhatsApp Quelle: http://blog.akom360.de/2015/08/julia-boesch-outfittery-zu-whatsapp-stylecheck-es-gehoert-zu-unserem-service-fuer-unseren-kunden-da-zu-sein-egal-ueber-welchen-kanal/
  38. 38. AKOM360 „We are one 1% finished. One day, there will be companies built on Messenger, and we are at the beginning of that ecosystem.“ 38 Outlook: Zukunft gehört (auch) dem Facebook Messenger Quelle: Julien Codorniou, Director of Global Platform Partnerships http://www.wired.co.uk/magazine/archive/2015/11/features/inside-facebook-messenger
  39. 39. AKOM36039 Quelle: https://www.messenger.com/business Outlook: Zukunft gehört (auch) dem Facebook Messenger
  40. 40. AKOM36040 Quelle: https://www.messenger.com/business Outlook: Zukunft gehört (auch) dem Facebook Messenger
  41. 41. AKOM36041 Quelle: https://www.messenger.com/business Outlook: Zukunft gehört (auch) dem Facebook Messenger
  42. 42. AKOM360 Take Aways Digitale Markenkommunikation wird durch Mobile Instant Messaging Apps evolutioniert. Wichtige Faktoren für die nächsten 12 Monate • Mobile Instant Messenger ist Post Social Media! • Nutzerzentriert konzipieren & komfortables In-App-Sharing für relevante Inhalte anbieten • Dominanz von Facebook (Business) Messenger und WhatsApp weltweit, gefolgt von den asiatischen Anbietern LINE & WeChat • Abbildung kompletter Kaufprozesse in Mobile Instant Messaging Apps • Mehr mobiler Sharing-Komfort für Nutzer bedeutet höhere Verweildauer • Instant Messaging Apps werden zu integrierten mobilen Plattformen für alles! 42 Bild: Brett Jordan, Brands, https://flic.kr/p/bBRLcy
  43. 43. AKOM360 Good Luck 43 Quelle: „Das Glück ist mit den Mutigen“ - Eigene Aufnahme während FbStart Berlin 2013
  44. 44. AKOM360 THANK
 YOU. 44

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