Presentation on the impact of messaging and chatbots on marketing, to the Social Media Landscape Conference 2018

1. 1
Let’s Chat…
About Messaging
Godfrey Parkin
Call on +27 (21) 794 7838
Visit at www.britefire.com
Tweet me @gparkin

2. Less than 2% of your Facebook posts
get delivered to fan feeds.
98% of mobile messages are opened,
90% of them within three seconds.
(Mobile Intelligence Review report)
A new message list subscriber is worth
more to you than a new social fan.
So why is social media still the focus of
your relationship marketing ?

3. “Messaging is one of the few things that
people do more than social networking”

4. The conversations we value
most are always private

5. 2017: Messaging Went Mainstream
Amazon Alexa business notifications
YouTube in-app Direct messaging
WhatsApp business services, API
Facebook’s Messenger on your website
Instagram Direct (stand-alone messaging for business)
Twitter branded bots within DMs
Google chatbot analytics
Hundreds of brand bots

6. 2018: Conversational Commerce
• 9.6x more users make a purchase when they
receive push notifications from brands
(eMarketer)
• 61% of messaging app users like receiving
personalised messages from businesses
• 63% say want payment via messaging
(Nielsen/Facebook study)

7. Next year, conversational
commerce becomes an existential
imperative.

8. Social media: people talking with
other people about your brand.
Messaging: people talking with your
brand about their needs.
Social: awareness & endorsement.
Messaging: relationships & sales.

9. 46%
42%
21%
5%
4%
4%
3%
2%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
WhatsApp
Other
Facebook Messenger
Google Talk
iMessenge
Twitter
Skype
WeChat
Yahoo Messenger
BBM
Snapchat
MSN/Windows Live
2Go
Telegram
Viber
Keek
AOL Messenger
Kik
Currently used Instant
Message Providers
WhatsApp 46%
FB Messenger 21%
Skype 3%
WeChat 2%
BBM 2%
Snapchat 2%
Source: Social Media Landscape 2019, Currently Used Instant Message Providers (Worldwide Worx, Ornico) Oct 2018

10. (Sandvine Internet Phenomena October 2018)
Global Messaging Traffic Share
Americas: Skype 36%
Snapchat 27%
Whatsapp 12%
EMEA: Whatsapp 36%
Skype 23%
Snapchat 20%
23%
23%

11. Snapchat

13. Snapchat
• 11% of SA population (Statista 3Q 2017)
• Youth (37% of users are 18-24, 26% are
25-34), 70% female
• Users spend 25-30 minutes per day
• Brand’s Snapchat Stories are fully
viewed 88% of the time (Snapalytics)
• Less competition, no algorithm
• SnapAds (vertical videos)

14. Snapchat
What content works?
• Raw, unpolished, authentic stuff
• Behind the scenes insights, industry news
• Interactive projects (e.g. sticker creation)
• How-to videos, interviews

16. WhatsApp
• High reach on even entry level smartphones
• Marketing opportunities improving
• Limits group chats to 256 people
• Encrypted end-to-end
• Interact with users as a normal user
• Run hyper-targeted, personalised campaigns
• Includes text, images (eg logos), and voice note and even location
pins (to determine current location)
• Embed WhatsApps click-to-chat link in your website, email
signature, or social profiles

18. Facebook Messenger
• Average open rate is 50-80%, CTR 20%
• Messages convert 3x to 5x better than
desktop ads.
• Send To Messenger ads can generate
leads at 30-50x cheaper than other
Facebook ads (Larry Kim)
• You don’t need to know how to code!

19. Customers can make
purchases without having
to go to a website.

20. Acquire leads with ManyChat, Chatmatic,
Chatfuel, MobileMonkey (or Facebook
functionality) by auto-messaging post
commenters.

21. The problem with personalised
messaging is time…
The solution is bots + voice

22. •Deliver personalised content
experiences.
•Drive content to consumers,
replacing search and aps.
Chatbot nanocasts are an emerging new
medium for content.

23. TechCrunch: 100,000
subscribers use their bot
5 -6 times a month.
(bot built with Chatfuel)

24. Alibaba has an AI copywriting tool
which produces 20,000 lines of
advertising copy per second.

26. 2019: half of all searches will be by voice.
Without messaging skills, you won’t be ready.
ComScore

27. One third of US executives say voice
recognition is already the most widely used AI
in their business.
Narrative Science

28. Computer voices are now
indistinguishable from human voices.
Black Beauty – Read by Voysis

29. Add AI and you get Google Duplex.

30. e.g. Unmanned Stores
• Amazon: 3,000 Amazon Go stores by 2021
• Paltac (Japan): 3,000 unmanned stores by 2020
• Bingobox (China): 300+ automated mini-stores
• 150+ startups are working on unmanned retail
($1.3bn invested)
• Machine vision & AI track people and products;
voice/messaging interfaces
• No bar codes, no scanning, no log-ins, no RFIDs

31. BingoBox in China

32. CafeX robotic coffee in San Francisco

33. 85% of customer interactions will be
managed without a human by 2020
(Gartner)
The Future

34. The Future
Messaging is the gateway to voice-driven,
unmanned, personalised UX.
It is the next disruptive UX paradigm in
everything from retail to coffee shops to cars
to banking to telemedicine.

35. Your greatest competitor 3 years from
now will be a concept which is unknown
to you today – produced by someone
who didn't know it was impossible.

36. The next three years are the
most challenging and
opportunity-filled time ever.
If you continuously evolve at
an accelerating pace, you will
thrive.

37. Go out and create the chaos!

38. Follow me on Twitter @gparkin
Thank You