one tool every marketer should be using

ONE TOOL EVERY MARKETER NEEDS

Confidential and intended solely for internal use. Do not redistribute. Frankly Chat LLC.

Mobile messaging is the superglue of brand engagement.


The top 4 mobile messengers are set

to overtake the top 4 social media sites in 2015

Nathalie Arbel

What does "take over" mean?The stat is that the top 4 messengers will overtake the rop 4 social media sites in terms of # of users.See here:http://www.businessinsider.com/messaging-apps-will-be-bigger-than-social-networks-in-2015-2014-12If you think we need another slide on this, you can add that WhatsApp overtook SMS in 2014 in terms of # of messages sent. Not totally needed, but drives the point home with a comparison to SMS:http://www.economist.com/news/business/21647317-messaging-services-are-rapidly-growing-beyond-online-chat-message-medium?fsrc=scn%2Ftw%2Fte%2Fpe%2Fed%2Fthemessageisthemedium

All APPS AVERAGE

4.7x

1.9

MESSAGING APPS

8.9

* Source: Flurry Analytics 2014–2015

Average Daily Session Frequency


On a given day, a user opens their messaging app 4.7X more than any other type of app. Now that’s sticky …

Messaging apps have higher retention than all other apps on average

1st Month 2nd Month 3rd Month 6th Month 12th Month

36%29% 25%

18%11%

68% 67% 65% 62% 62%

Average Messaging Apps

* Source: Flurry Analytics, January 2014 – January 2015 new user cohorts

1.9X 2.3X 2.6

X 3.4X

5.6X

Within the first month that a messaging app sits on a user’s phone 68% of users will return to it.That’s 1.9x higher than the 36% of users that will return to all other apps


Nathalie Arbel

Somehow the graphic chart in the One Tool doc does a better job of conveying this message (it's the one with 5 or 6 bars). Any chance we can include it or have a separate slide with it before?

Nathalie Arbel

This slide is actually about retention.Messaging apps have higher retention than all other apps on average: Within the first month... all other apps

Nathalie Arbel

Could we de-italicize "on average"And add a dash between "it" and 1.9x? thanks


So why do users open messengers so much more often than other types of apps?


Messengers work, in part, due to the Rule of Reciprocity.

We tend to feel obligated to return favors after people do favors for us.

When someone sends a message to us, we receive a notification on our phones that generally doesn’t go away until we open the app to read the message.

And once we read it, we feel the need to respond. It’s the polite thing to do!

4G 1:56 PM

84%

Messengers are also playing off the same exact mechanism that social media once hooked users on:

Customer Loyalty and Inertia.

Nathalie Arbel

Do you think we could also add a slide about how messaging is "immediate, informal, and intimate?" It's fro mthe Frankly pitch deck with you guys worked on. If not the latest version, then certainly the raw 1st draft Frankly provided SNP with.

Nathalie Arbel

I feel like we need another slide after this explaining what customer loyalty and inertia is. switching costs, etc.

Customer Loyalty: The result of consistently positive emotional experience, physical attribute-based satisfaction and perceived value of an experience, which includes the product or services.

Inertia: The property of matter by which it retains its state of rest or its velocity along a straight line so long as it is not acted upon by an external force.

Chat works because it’s …

Intimate. Immediate.

Informal.

MESSAGING APPS = TOP GLOBAL APPS IN USAGE + SESSIONS


RANK APP

1 Facebook

2 WhatsApp

3 Messenger

4 Instagram

5 LINE

6 Viber

7 KakaoTalk

8 Clash of Clans

9 WeChat

10 Twitter

TOP APPS BY USAGE

RANK APP

1 KakaoTalk

2 WhatsApp

3 WeChat

4 VK

5 LINE

6 Viber

7 Facebook

8 Clash of Clans

9 Instagram

10 Messenger

TOP APPS BY NUMBER OF SESSIONS

6+ OF TOP 10most used apps globally=MESSAGING APPS

MESSAGING APPS

Highest # app sessions

* Source: Mary Meeker, “Internet Trends”,

http://www.kpcb.com/internet-trends,

May 2015

POPULARITY


What’s spawned this and who are the users that come back to messengers day after day?

Nathalie Arbel

had > has?


THE TECH-HEAVY MILLENIAL DEMOGRAPHIC

YEAR OLDS ARE SPENDING THE MOST TIME ON MOBILE COMPARED TO OTHER AGE RANGES

18–34THEY’RE RACKING UP MORE THAN 73 HOURS PER MONTH ON APPS, WHICH IS UP 24% FROM LAST YEAR

* Source: ComScore’s U.S. Mobile App Report


Also, 7 out of every 8 minutes on mobile is spent in native mobile apps.

The majority of those apps are in leisure categories such as messaging.


Why should you care about messaging?


Because messaging is the most powerful retention and engagement machine …

… and retention and engagement lead to return customers and evangelism.

RETENTION and ENGAGEMENT

Nathalie Arbel

There's something missing in the logic here:Why should you care about messaging?*because messaging is the most powerful retention and engagement machine*And retention and engagement leads to return customers and evangelismSO if you care about customers and loyalty and evangelism, you should use messaging.


TRANSACTIONAL EMAILS PUSH NOTIFICATIONSRETARGETING ADSSOCIAL MEDIA

MARKETERS HAVE PLENTY OF TOOLS IN THEIR TOOLKITS

But none of these channels are as effective as chat in driving retention and engagement!

Nathalie Arbel

Instead of "other options include" and the "chat isnt the only way.."Could we just have a headline that's something like:MArketers have plenty of tools in their toolkits


EMAIL RESPONSES CAN BE SLOW

The average customer click-through rate for email marketing campaigns average only 3.26% (UK)


With no purpose, like a useful landing page or announcement, they become an annoyance to users and can easily be disabled.

PUSH NOTIFICATIONS ARE EASILY DISABLED


Retargeting customers through ads are a great sales technique, but they don’t provide a space for ongoing conversation or real interaction with a brand or peers.

ADS DON’T ALLOW ENGAGEMENT


Social media comes close to chat in terms of community, but there is so much noise, that a brand's voice can get lost.

SOCIAL MEDIA IS OVER SATURATED


Messaging is the missing tool to

meet the user’s need for immediate

engagement.


To learn more about the mobile messaging boom and why your brand needs it, head over to our blog at:

franklyinc.com/blog

Nathalie Arbel

Why the quotation marks ? ;)And maybe the line could be something like:To learn more about the mobile messaging boom and why your brand needs it, head over to our blog at franklyinc.com/blog


Frankly, contact us.

Nathalie Arbel

We can remove this slide and put a final ending slide of FranklyContact Us... or even better maybe just put it in the slideshare description?

one tool every marketer should be using

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