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Messenger
- 1. January 2016 Messenger- Here to change the game
- 2. WHY CARE? • We’re living in the messenger era: the rise in popularity of chat apps is an internet phenomenon not seen since Facebook- and might well surpass it, with 2 billion people projected to use messaging apps by 2018 • Messenger is the only western app that has the user-base and functionality to match WeChat’s dominance in China for the West and become an app fully integrated into the lifestyle of a user, where you can book a taxi, pay a bill, or buy an item of clothing via one app The question remains if Messenger can convince its user base to embrace its multi-functionality, if it can it will change digital marketing as we know it. Messenger is the next era of commerce and customer service for businesses: • A personalised, rich customer experience • And a frictionless commerce experience that removes the traditional e-commerce experience to one of seamless conversations Long term implication: a potential walled in experience where Facebook absorbs the internet- what motivation will be there to leave the Facebook experience? To watch a video? Facebook is now a video platform where fans can discover the latest videos. For news? via Instant Articles users now get the news direct to their feed, without directing traffic back towards publishers; with Messenger Facebook closes the loop even further, why bother now with email when you can talk directly to the company via Messenger Absurd? In China the average consumer used to engage with at least six apps in 2013 now that’s down to two: WeChat and Weibo; these platforms created a network that provided the user little reason to leave. A path Facebook and Messenger are treading … all hail Zuckerberg!
- 3. 0 10 20 30 40 50 60 % monthly active usage (UK) IMPACT: MESSENGER IS A PHENOMENON • Globally 800 million people use Messenger each month • In just over a year Messenger has increased its user base by 300% (Apr 14 to Dec 15) • Messenger is the second most downloaded app of all time (behind Facebook) • Messenger is the most popular messaging app in the UK and the second most popular social network, behind Facebook • A broad demographic reach: Messenger is used as much monthly by 16-24 year olds as 25-34 year olds in the UK Messaging Apps 0 1000000 2000000 3000000 4000000 5000000 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 Messenger apps by age-group (UK) Facebook Messenger Snapchat WhatsApp (Since Q2 2015) All charts are from GWI (Q4 2015)
- 4. SOCIAL IS CHANGING: POPULARITY REFLECTS A WIDER TREND TOWARDS PRIVATE PEER-TO-PEER MESSAGING • A change in dynamic: in 2013 Facebook admitted seeing a "decrease in daily users, specifically among teens“ as this audience started to gravitate towards private messaging apps, precipitated by the growth of smartphones, like Snapchat and Whatsapp • Battling back: the decision to separate Messenger enabled Facebook to develop its own standalone messaging platform and entrench itself in what is being termed “the messaging era” • Impact: the projected growth is staggering, with 2 billion people projected to use messaging apps by 2018 "The messaging era is definitely now. It's the one thing people do more than anything else on their phone... In terms of time spent, attention, retention - this is where it's happening. And it's a once in a generation opportunity to build it.”- David Marcus, vice president of messaging products at Facebook
- 5. THE NEW SOCIAL: EAST MEETS WEST "What's happening in Asia is an inspiration - and not only WeChat, but that's more about proof of what's possible. It's proof that everything starts from a conversation. There were 2,000 years when everything happened through a conversation, then a blip when the web came out when behaviour was very structured - you'd go to websites, look for things to buy, and it was straight-up merchandising when you'd assume there were no human beings behind it. In Asia, the conversation was never removed. That's why people are discovering the world through those apps.” Stan Chudnovsky- head of product management Messenger
- 6. IN CHINA WECHAT IS INTEGRATED INTO THE FABRIC OF SOCIETY Buy cinema tickets Send/receive lucky money Multiple persons video call Room controls Walkie talkie Customer service (brands interact with their fans) Pay a restaurant bill Banking Mercha nts and Brands Book a taxi
- 7. MESSENGER HAS THE POTENTIAL TO TRANSFORM SOCIAL IN THE WEST TOWARDS A WECHAT ECO-SYSTEM • Messenger has the user base and demographic reach to replicate for the West WeChat’s social and commercial eco-system in China– and by implication its dominance • Messenger does everything, it’s a multi-use communication platform; the strategy is intended so users won’t even need to leave Facebook’s world to communicate. Currently the main features are: • Make voice and video calls • Send texts • Send photos, videos, voice messages, and stickers • Send money to your friends- Messenger keeps the conversation and the payment in the same message thread. So to send money, you just need to start a message with a friend, tap the $ icon, enter the amount you want to send, tap “Pay” in the top-right corner, and add your debit card to send money. To receive money, just open the conversation from your friend and add a debit card if you’re accepting money for the first time. • Install apps- enabling third-party developers to create apps opens up messenger to become a diverse ecosystem in the same way that Facebook turned its social network into a platform for games and group conversations; mirrors the success WeChat has had developing a similar eco-system “To be honest, I do [worry]. I get to talk to people at all the other major tech companies in the Valley—Twitter, Google, Microsoft, Amazon, Yahoo. They just don’t understand what’s going to happen in chat. They just all are totally underestimating where chat is going. Facebook completely gets it.” Ted Livingston founder of Messenger competitor KIK
- 8. 0 10 20 30 40 50 60 70 Facebook Facebook Messenger Snapchat YouTube WhatsApp Twitter Instagram Tumblr Google+ None of the above Pinterest Age 16-21 % active usage (UK) 0 5 10 15 20 25 30 35 40 Facebook Facebook Messenger YouTube WeChat WhatsApp Instagram Twitter Sina Weibo Google+ None of the above Snapchat Age 16-21 % active usage (Global) POSSIBLE CHALLENGES: CONVINCING GENERATION Z • By the end of 2015 Messenger was the fastest-declining app in popularity among college students (Snapchat was second), according to a recent poll from Way Up • In the U.S. , Messenger lagged behind chat app competitors in terms of time spent per user; Messenger gets 236 minutes of use per user. Snapchat is at 272 and Kik is at 297, only trailing Instagram in the top 25 • However, research from Global Web Index suggests that Messenger is well on its way to convincing 16-21 year olds to use Messenger- and in the UK’s case nearly overtaking active usage of Facebook- and in pole position as it develops to translate this behaviour as the main way people use the internet 0 10 20 30 40 50 60 Facebook Facebook Messenger Snapchat YouTube Instagram Pinterest Tumblr Twitter None of the above Google+ Vine Age 16-21 % active usage (US) All charts are from GWI (Q4 2015)
- 9. WHAT IT WILL MEAN FOR BUSINESSES We’re at the beginning of the roll out to Messenger for business. What it will mean once Messenger opens its doors to businesses is: • Businesses on Messenger enable personal, real-time conversations with your customers • Connecting with customers: When people check out on a brand’s website, they can sign up to connect with the brand in Messenger. Then the company will be able to send them a personalised update • Send rich, detailed messages the customer will appreciate. A company can use custom layouts designed for order confirmation, shipping updates and more. This lets your customers keep all their order info in one place and reach out to you if they need to change anything • Offer support on a whole new level. Be available to a brand’s customers in a more personal way and answer any questions that come up through the preferred live chat provider "Helping people communicate more naturally with businesses will improve, I think, almost every person's life because it's something everyone does.” Mark Zuckerberg
- 10. IMPLICATION: THE END OF THE TRADITIONAL E-COMMERCE JOURNEY Traditional e-commerce journey: you go to a website. You have to create an account - that's one email. You add something to your shopping cart and check out - that's another email. The package ships - that's another email. When it arrives, that's another. That's four emails that are distinct threads that are not canonical. Impact: It's painful on desktop, it's impossible on mobile. That's why, for the majority of online retailers, 60% of their website traffic is mobile - but only 10% to 12% of checkouts are mobile. And mobile traffic will continue increasing. Messenger's answer is to enable businesses and customers to communicate through conversation threads Impact: e.g. order a T-shirt and you get a message with a shipping notification and a map . A purchasers whole history with the outlet is on that thread After months without any contact a consumer can just message to order - and the outlet can reply, 'Would you like the crew type like your previous T-shirts?‘ Once you interact with a business, you open a thread that will stay forever. You never lose context, and the business never loses context about who you are and your past purchases A seamless experience The present The Future
- 11. BUSINESSES ON MESSENGER: IT’S JUST THE START Customer Service When you book a ticket, you get a message inside Messenger from KLM with your itinerary; you get an interactive bubble when it's time to check in, and you get your boarding pass, your updates on gates, delays - and if you want to change your flight, you type that in the thread and they do it for you right there and then. Other brands using Messenger for customer service: Hyatt, Sprint Messenger for news Bild, the German tabloid site, began testing sending news updates through Messenger Messenger for bots Feels like people are having an authentic conversation with the characters; brands can use this to impersonate mascots or celebrities — in December, to celebrate Back to the Future Day, Universal let people “chat” with film character Doc Brown about how he’s finding the “future.” Brands like Pepsi were mentioned, in a futuristic bit of product placement Other brands using messenger bots: Disney Messenger for commerce Facebook Messenger will now let users order Uber rides from within the messaging app as part of a push to turn the service into a commerce platform Customers can both order from the ride-sharing service and make a payment from within the Messenger app.
- 12. WILL MESSENGER OPEN UP TO ADVERTISING? Sheryl Sandberg in Sept 2015 said Facebook was still in the very the “very early experimentation stage” of advertising coming to Messenger. CEO Mark Zuckerberg has said that the company planned to let people and businesses start messaging each other ad-free. Then, once it became natural for both people and businesses to communicate that way, Facebook would start finding ways to find revenue from the businesses. One ad type mooted by Facebook’s ad exec Andrew Bosworth is the “Click to message” ads: The idea is that businesses would design ads about their company or product, and then Facebook would place a little "Message" button at the bottom. If a person saw the ad and then felt compelled to click the message button and send the business a question or comment, then the business would pay for that ad click.
- 13. THE FUTURE Replace the phone number Messenger now lets anyone send a message request to anyone on Facebook, effectively eliminating the need to know someone’s phone number Make Messenger your personalized social space If Messenger can be where you talk with your closest friends, which you’ll do very frequently, it can use that gravity to pull in other types of conversations. Facebook will continue adding ways to customise your threads with more feeling, “your very own social handshake.” Artificial Intelligence Facebook wants to differentiate Messenger from all the other ways to text message and it’s built the personal assistant M. M’s combination of human and artificial intelligence will teach Facebook about what people could want out of Messenger beyond messaging, and help it understand natural language. That could tie into more voice-based interfaces for Messenger, where it could transcribe dictation or read you messages aloud. Delight users Facebook are embracing a more light-hearted approach with Messenger. You could make hearts or snow rain down on chat threads with the right emoji. These little design flourishes remind people they’re using a messaging platform with more humanity than cold, robotic SMS and potentially help keep/attract the young audience