Chat Apps: New Frontiers of Mobile Audience Engagement
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Presentation slides from Trushar Barot (@Trushar), Apps Editor for BBC World Service/Global News. Presented at the Online News Association conference in Chicago 2014
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Chat Apps: New Frontiers of Mobile Audience Engagement
- 1. Chat Apps: New Frontiers of Mobile Audience Engagement @Trushar Apps Editor, BBC World Service/Global News #ONACHATS
- 2. Blackberry Messenger: London riots 2011 Image: shapersofthe80s.com #ONACHATS
- 3. WhatsApp growth rate Chart: BusinessInsider.com #ONACHATS
- 4. These are mobile first social media platforms #ONACHATS
- 5. BBC News on chat apps timeline 2014 April May September #ONACHATS
- 6. Indian elections pilot #ONACHATS
- 7. #ONACHAT
- 8. #ONACHAT
- 9. #ONACHAT
- 10. #ONACHATS
- 11. #ONACHATS
- 12. Emoji enables your audience to tell you how they feel about a story, not just what they think #ONACHATS
- 13. #ONACHATS
- 14. #ONACHATS
- 15. Breaking news cartoon alert ☚ #ONACHATS
- 16. Whatsapp Positives + ● Biggest audience/user based ● Very low unsubscribe rates ● Feedback very positive ● Anecdotal evidence: we are reaching new users Negatives - ● Very labour intensive ● Not possible to work collaboratively ● Instability of the app ● No analytics ● No promotional help available from WhatsApp #ONACHATS
- 17. WeChat Positives + ● Easy to learn publishing platform ● Basic analytics/stats ● Promotional help from WeChat ● Slick presentation/user experience ● Stable platform Negatives - ● User behaviour much more passive ● Limited: 1 daily push alert ● Smaller user base #ONACHATS
- 18. #ONACHATS
- 19. BBM #ONACHATS
- 20. MXIT #ONACHATS
- 21. #ONACHATS
- 22. What we’ve learned so far…. #ONACHATS
- 23. The chat app push alert is the most potent content delivery system in history #ONACHATS
- 24. Chat apps enable you to be more intimate with #ONACHATS your audience
- 25. #ONACHATS Chat apps can improve the communication workflows of your teams
- 26. Chat apps content that works well: #GoFigure #ONACHATS
- 27. Chat apps content that works well #ONACHATS
- 28. Video and Image aspect ratios for chat apps ✓ This is GOOD ✗This is BAD #ONACHATS
- 29. Chat apps and UGC #ONACHATS
- 30. trushar.barot@bbc.co.uk Produced with the assistance of Esra Dogramaci ☚ @trushar #ONACHATS
Notes de l'éditeur
- Whatsapp = 600m active users Wechat = 440m active users Viber = 100m active users
- How did we pick these? Combined 3 things: where BBC is big + where there is a big story + which chat app is the biggest there
- Our presense on chat platforms is making us think a lot more about what sort of content would work really well - often content we’ve never created before but are starting to now.