LINE the most popular chat application in Thailand has introduced its new tool to make SMEs marketing easier.

1. THE POWER OF LINE@
FOR B2B
MARKETING
IN THAILAND

2. 2© CANVASSCO 2016
“WHY DIGITAL
MARKETING
BECOMES SO
IMPORTANT FOR
B2B MARKETING
IN THAILAND ?
”LET’S TAKE A
LOOK !

3. HALF OF THAI POPULATION USE SOCIAL
MEDIA, 89% ACCESS THROUGH MOBILE
3© CANVASSCO 2016
Total Population Active Internet
Users
Active Social
Media Users
Mobile
Connections
Active Mobile
Social Media
Users
68.05
million
38
million
38
million
82.78
million
34
million
Urbanisation
52%
Penetration
56%
Penetration
56%
vs Population
122%
Penetration
50%

4. LINE BECOMES THE SECOND ACTIVE
SOCIAL PLATFORMS IN 2016
4© CANVASSCO 2016
Facebook
LINE
Facebook Messenger
Google+
Instagram
Twitter
Pinterest
Whatsapp
Skype
Linkedin 10
10
11
11
14
19
22
28
29
32
18.6
Average
Top Active Social Platforms in Thailand
Unit: Percentage
Source:

5. 40% OF MOBILE USERS USE MOBILE
MESSENGERS
5© CANVASSCO 2016
Percentage of the population
using mobile Messengers
33%
33%
30%
32%
40%
Percentage of the population
watching videos on mobile
Percentage of the population
playing games on mobile
Percentage of the population
using mobile banking
Percentage of the population
using mobile map services

6. 6© CANVASSCO 2016
“LET’S CONSIDER
COMMON
PROBLEMS AMONG
B2B MARKETERS
AND SEE WHY B2B
IN THAILAND NEED
DIGITAL
PLATFORMS
ESPECIALLY LINE@
”

7. COMMON PROBLEMS AMONG B2B MARKETERS
7© CANVASSCO 2016
01
02
03
04
Lack of end-users database
Can’t communicate directly to end-users
Don’t know end-user’s behaviour and
preferences
Do not have high negotiation power towards
other parties in value chain

8. THIS IS WHY LINE@ COULD HELP B2B
MARKETERS TO SOLVE COMMON PROBLEMS
8© CANVASSCO 2016
Keep customer database
through followers
Communicate directly to
end-users by using
broadcast function
Conduct basic poll and survey
through survey function to
observe end-user behaviour
Gain negotiation power
by providing promotion
though coupon function

9. 9© CANVASSCO 2016
“4 KEY POINTS B2B
MARKETERS NEED
TO UNDERSTAND
BEFORE START
USING LINE@
”

10. UNDERSTAND LINE USERS BEHAVIOR
10© CANVASSCO 2016
1
2
3
4
Prefer short content, not too long.
Easy to understand in a few minutes
Immediately ignore long content, if
users feel it’s too long
Prefer photo and sticker function
rather than texts
Twice reading. First reading is on the screen
and second is when users go into chat page

11. LINE USERS JOURNEY
11© CANVASSCO 2016
B
C
D
E G
F
A
AWARENESS
RESEARCH
PRE-
PURCHASEDECISION PURCHASE
POST-
PURCHASE
RECOMMEND
TO FRIEND
Line users seeks
product and
usage review via
website such as
blog, webboard
Line users
perceive product
via social media
platforms
Decision
depends on
social sphere
Lines user get
into product
website to check
where to buy,
store location,
inventory, and
payment system
Make a purchase
Experience
product (good/
bad)
Make a
recommendation
through website,
blog, and word-
of-mouth
is used to support awareness
through broadcast, build trust for
decision making, and keep
customer in post-purchase stage

12. LINE@ LIMITATIONS
Pull and push marketing can’t be done by only LINE@ !
12© CANVASSCO 2016
“
LINE@ can’t stand alone and access
to end-users. Other digital platforms
need to be used to introduce LINE@
account
”LINE@ can’t do push marketing like Facebook LINE@ can’t do pull marketing like website
End-users in LINE@ come from follower
which B2B marketer couldn’t customised
customer criteria before broadcast
message like Facebook. Chatting is also
not permitted
End-users in LINE@ can’t search LINE@
through internet like website for pulling
customer. Other platforms is needed to
be used as the bridge to link with LINE@

13. 13© CANVASSCO 2016
“10 FUNCTIONS IN
LINE@ THAT B2B
MARKETERS
SHOULD KNOW
”

14. LINE@ FUNCTIONS FOR B2B MARKETING
14© CANVASSCO 2016
01
CHAT 1-1
Account owner has to
wait for end-users to
initiate the chat, can’t
start the conversation
02
AUTOREPLY
1.) Greeting message
2.) Autoreply keyword
03
BROADCAST
Broadcast message/
photo to multi-
accounts (followers)
04
TIMELINE
Sharing content,
promotion, product,
etc.
05
ACCOUNT PAGE
Used as E-brochure/
Product catalog
06
RICH MESSAGE
Sending photo with
link or message (can
add up to 6 website
links and need to use
with broadcast
function)
07
COUPON/
EVENT
Used as promotion
and event channel
(need to used with
broadcast function)
08
PRIZE
DRAWING
PAGE
Commonly used with
coupon and
broadcast function
09
PROMOTION
PAGE
Used to inform sales
promotion to user
(need to use with
broadcast function)
10
POLL & SURVEY
Used to observe
customer behaviour
and insight to develop
product and
promotion (need to
use with broadcast
function)

15. 15© CANVASSCO 2016
“9 TECHNIQUES TO
DO MARKETING VIA
LINE@
”

16. 1. LINE@ LOYALTY PROGRAM
Change from ‘member’
to ‘follower LINE@‘ by
adding LINE@ account
Provide promotion such
as discount coupon after
adding LINE@ account
After customer turn to follower,
the list database become bigger
and used to inform promotion

17. 2. LINE@ PRIZE DRAWING CAMPAIGN
Create online/offline
activities or set up target
sales per customer
Provide discount coupon/
product for customers join event
or purchase at target sales
Online activities can be done by
set up question and auto reply
keyword for answer choice
Prize drawing campaign
message can be greeting
message or broadcast

18. 3. LINE@ E-BROCHURE
Put general information
in account page
Adjust content setting to
E-brochure by putting
product details
Broadcast message to followers
and inform about product in E-
brochure

19. 4. LINE@ PROMOTION PAGE
Add tag in the at same
product category
Require users some action
such as adding/share content
before providing promotion
Broadcast message to followers
and inform what are promotion
available in LINE@

20. 5. LINE@ BROADCAST TO TIMELINE
Create content,
promotion, and coupon
Always broadcast with photo
and attached rich message in
the link
Broadcast to timeline is used to
increase post engagement in
timeline

21. 6. LINE@ BROADCAST RICH MESSAGE
Always broadcast by
using large photo
Attached link in the photo
containing message you
would like to deliver
Only long message is beneficial
to use with rich message since it
can link to website

22. 7. LINE@ STATISTIC CHECKING
Remember that there will be
someone who block account
after broadcast message
Always check the number of
user who block in each day
and investigate cause
Always check the number of
additional follower in each day
and check what you’ve done

23. 8. LINE@ POLL & SURVEY
Create coupon for survey
prize
Create poll & survey and
attach coupon for those who
answer the question
Set up poll and survey is useful
to gain consumer insight and
behaviour

24. 9. LINE@ ONLINE CALL CENTRE
Use auto reply key word
as main function
Set up question mapping for
creating online call centre
Always use number as answer
for user’s convenience

25. LINE@ CAMPAIGN SAMPLE

26. LINE@ CAMPAIGN SAMPLE

27. ANY QUESTION?
THANK YOU FOR YOUR ATTENTIONS
www.canvassco.com
Email us: contact@canvassco.com
VISIT US AT
LINE us: @canvassco