Presentation: Marketing and Messaging Apps: What you need to know to activate on behalf of brands? Presented by: Eytan Oren, Director of Partnerships, IPG Media Lab Earlier this year, the IPG Media Lab released “Messaging Apps: The New Face of Social Media and What It Means for Brands”- the most comprehensive research to date on messaging apps. The 28-page report is a result of two years of intensive research and interviews with influencers and messaging app developers. This comes at the heels of the IPG Media Lab’s recent work on behalf of client Syco/Columbia Records for the launch of the One Direction Kik Card. Today, Eytan Oren, Director of Partnerships at the IPG Media Lab will take a closer look at what is going on in the messaging app space and how marketers can join this social conversation.

1. Messaging Apps: The New Face of
Social Media and What It Means
for Brands
July 31, 2014

4. Messaging Poised To Overtake Social Networks

6. Social Networks vs. Messaging Apps

7. What Do We REALLY Want From Social Media?
“We keep on treating
social media like it
can be a broadcast
mechanism. It won’t
be.”
-danah boyd

8. Downsides of Traditional Social Networks

9. Social Networks vs. Messaging Apps
What’s the difference?
One-To-Many
VS.
One-To-One

10. Facebook Users Becoming Passive
57% of UK WhatsApp users say they use
Facebook less than they used to.*
Usage of Facebook Messenger jumped
from 27% to 40% in the UK since
it became a standalone product.*
*GWI survey

11. The Current Messaging
Ecosystem

12. From SMS Alternative To Multimedia Hub

13. Massive Scale, Hyper-Fragmentation

14. Global Reach, Regional Preferences

15. Industry Challenges

16. Limited Targeting and Analytics

17. Lack of Turnkey Brand Solutions

18. Case Studies From 5 Popular
Messaging Apps

19. LINE
Based In Japan
The “Fun” Messaging App

20. LINE Leads The Pack On Revenue
480M+ registered users
$338M revenue in 2013:
Ÿ 60% in-game purchase
Ÿ 20% stickers
Ÿ 20% official accounts
+ other features

21. Paul McCartney Official LINE Stickers

22. LG HomeChat turns appliances into friends

23. WHATSAPP
Based In the U.S.
The No-Frills Messaging App

24. WhatsApp Conquers The Globe With Simplicity
500M+ active monthly users
8% of U.S. mobile users
Up to 80% in other countries

25. WhatsApp World Cup Campaign In Spain

26. SNAPCHAT
Based In the U.S.
The Ephemeral Messaging App

27. Snapchat a Huge Hit With Teens and College Kids
77% of college students use
Snapchat daily*
70% of students say they’d
add brands as friends*
Peak usage during evenings
and weekends*
*Source: Sumpto

28. A Favorite of Digital-Savvy Brands

29. New Feature: Geofilter Sticker Overlay

30. New Feature: “Our Story”

31. KIK
Based In Canada
The Web Browsing Messaging App

32. Kik Creates Browser For The Mobile Web
140M+ registered users
70M+ in the U.S.
20 = the average age of users
HTML5 based open platform
Often used to meet new people

33. 1D Builds Community of 1M+ On Kik

34. Weinstein Company Taps Kik

35. TANGO
Based In the U.S.
The Multicultural 25+ Messaging App

36. Tango Proves Messaging Isn’t Just For Teens
215M+ registered users
66M+ in the U.S.
70% of users are 18-44
Notably diverse user base

37. Tango Launches “Channels”

38. Tango Tests Native Ads

39. Best Practices

40. Selecting A Platform
What to consider when comparing apps
1. Audience
2. Location
3. Action

41. Creative Best Practices For Brands
1. Enhance the conversation.
2. Create opportunities for fans to interact.
3. If you have to hard sell, give them something
they really want.

42. Building A Community

43. Emerging Third Party Partners

44. A New Mindset For A New Ecosystem

45. Thanks!
If you have any questions, please
feel free to contact me:
Email: eytan@ipglab.com
Kik: @helloeytan
Twitter: @eytanandembassy