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Mobile Messaging: Chancen & Risiken für Marken auf WhatsApp & Co.?

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Auf der Online Communication Conference 2014 in Hamburg hielt Johannes Lenz, Corporate Blogger bei AKOM360, einen Vortrag zum Verhältnis von Mobile Messaging Apps und Brands. Fragen, die er bespricht, drehen sich um Mobile Messaging Basics, TOP 10 Mobile Messaging Apps, Brands & Mobile Messaging Apps, Spotlight on Germany & Challenges.

Veröffentlicht in: Mobil
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Mobile Messaging: Chancen & Risiken für Marken auf WhatsApp & Co.?

  1. 1. Mobile Messaging: Chancen & Risiken für Marken auf WhatsApp & Co.?
  2. 2. 1977 in Marburg an der Lahn geborener „Webzopf“ & Papa eines 7 Monate alten Lütten 06/10 Digital Consultant Corporate Communications bei Grey Worldwide in Düsseldorf & verantwortlich für den Auf- und Ausbau der strategischen Social Web Kommunikation der Netzwerkagentur Seit 07/12 Corporate Blogger bei AKOM360 & verantwortlich für die strategische Social Web Kommunikation der Multi Channel Marketing Agentur & PMD bei Facebook Vorträge, Workshops & Veröffentlichungen u.a. bei allfacebook.de, w&v, lead-digital.de, huffingtonpost.de oder Akademie der bayerischen Presse bzw. BVDW Privat den Twittwoch Düsseldorf ins Leben gerufen & Mitglied des SV Werder Bremen 1899
  3. 3. @johanneslenz johanneslenz1 +JohannesLenz johanneslenz
  4. 4. Corporate Website Corporate Blog Facebook Page Google+ Page Instagram Channel Follow us Linkedin Company Page Twitter Account Tumblr Blog Xing Company Page
  5. 5. Agenda • Mobile Messaging Basics • TOP 10 Mobile Messaging Apps • Brands & Mobile Messaging Apps • Spotlight on Germany • Challenges
  6. 6. Mobile Messaging Basics
  7. 7. Früher: Schreibmaschine und FAX Bild: Matt Jiggins, Old and New, Neither Wanted, https://flic.kr/p/77hLqD
  8. 8. Desktop Messenger ICQ (I Seek You) Bild: http://thecoccinella.org/book/export/html/216
  9. 9. Heute: Mobile Messaging Apps Bild: http://www.adweek.com/news/technology/branding-potential-behind-some-mobile-messaging-s-big-players-155421?page=2
  10. 10. Messenger vs. Social Networks Bild: http://de.slideshare.net/wearesocialsg/we-are-socials-digital-statshot-002
  11. 11. „Worldwide, quiet, fast, commercial and personal“ vs. „One to Many“ Quelle: http://www.theguardian.com/technology/2014/feb/21/whatsapp-facebook-messaging-apps-viber-kik
  12. 12. Quelle: http://www.emarketer.com/Article/UK-Millennials-Most-Likely-Mobile-Message-Their-Mates/1011204
  13. 13. „One to One“ & „One to Group“ vs. „One to Many“ Quelle: http://www.theatlantic.com/magazine/archive/2014/12/the-fall-of-facebook/382247/
  14. 14. Top 10 Mobile Messaging Apps
  15. 15. 4 TAKE AWAYS ★ Asiatische Mobile Messaging Apps wie LINE, KakaoTalk oder WeChat besitzen hohe Brand Friendliness! ★ WhatsApp und Facebook Messenger schneiden bei Brand Friendliness Rating schlecht ab! ★ 7 der 10 untersuchten Mobile Messaging Apps bieten eine öffentlich zugängliche API an! ★ Nur 2 von 10 untersuchten Mobile Messaging Apps bieten keine reguläre Advertising-Option! Bild: http://de.slideshare.net/KarlPortio/mobile-messaging-markets-state-of-play-2014-portio-research-ltd
  16. 16. Andere Länder, andere Mobile Messenger Quelle: http://de.slideshare.net/globalwebindex/gwi-trends-mobile-messaging-q3-2014
  17. 17. Kleine Typologie Systemimanente Messenger à la iMessage (f.k.a SMS) „Old School“ Messenger à la WhatsApp Anonyme Messenger à la Yik Yak Messenger als Mobile Plattform à la WeChat, SnapChat, Line & Yo Bild: Ken Banks, kiwanja_san_francisco_texting_11, https://flic.kr/p/5Q9vJQ
  18. 18. Brands & Mobile Messaging Apps
  19. 19. Official Accounts (Corporate, Artist, Celebrity), Promotion Stickers, LINE Channel (Integration von Apps & Web-Services)
  20. 20. Quelle: http://blog.wiwo.de/look-at-it/2014/02/03/die-zehn-wichtigsten-messaging-apps-im-uberblick/
  21. 21. Typologie Systemimanente Messenger à la iMessage (f.k.a SMS) „Old School“ Messenger à la WhatsApp Anonyme Messenger à la Yik Yak Messenger als Mobile Plattform à la WeChat, SnapChat, Line & Yo Brand Accounts, Branded Stickers, Ads, eCommerce, Gaming Apps
  22. 22. Quelle: Ken Banks, kiwanja_san_francisco_texting_11, https://flic.kr/p/5Q9vJQ
  23. 23. Quelle: Ken Banks, kiwanja_san_francisco_texting_11, https://flic.kr/p/5Q9vJQ
  24. 24. Quelle: http://blog.wiwo.de/look-at-it/2014/02/03/die-zehn-wichtigsten-messaging-apps-im-uberblick/
  25. 25. Brand Accounts, Ads
  26. 26. Quelle: http://blog.wiwo.de/look-at-it/2014/02/03/die-zehn-wichtigsten-messaging-apps-im-uberblick/
  27. 27. Branded Sticker
  28. 28. Quelle: Ken Banks, kiwanja_san_francisco_texting_11, https://flic.kr/p/5Q9vJQ
  29. 29. Quelle: http://blog.wiwo.de/look-at-it/2014/02/03/die-zehn-wichtigsten-messaging-apps-im-uberblick/
  30. 30. No Ads Policy, Gruppen (Limit 250 Mitglieder), Broadcast-Lists, Share-Button
  31. 31. Quelle: http://blog.wiwo.de/look-at-it/2014/02/03/die-zehn-wichtigsten-messaging-apps-im-uberblick/
  32. 32. ★ Kundenservice ★ Share Button ★ User generated Content ★ Produktkampagnen ★ Aufmerksamkeit für Marke Quelle: Markus Breyer - Mobile Messenger - New Ways And Chances For Companies
  33. 33. Spotlight on Germany
  34. 34. Facts ★ 25 Mio. Facebook Nutzer in Deutschland (Stand 09/2013) ★ 30 Mio. WhatsApp Nutzer in Deutschland (Stand 01/2014) ★ 40,4 Mio. Smartphone Nutzer in Deutschland (Stand 02/2014) ★ 54,2 Mio. Menschen nutzen in Deutschland das Internet mindestens gelegentlich (Stand 2013) ★ 80 Mio. Menschen leben in Deutschland (Stand 2013) +50% der Internetnutzer verwenden WhatsApp! Quelle: Luke Ma, Brandenburger Tor, Berlin, Germany, https://flic.kr/p/ejxAaH
  35. 35. Quelle: www.the-voice-of-germany.de/chat
  36. 36. Quelle: www.the-voice-of-germany.de/chat
  37. 37. Quelle: www.the-voice-of-germany.de/memes
  38. 38. Quelle: http://www.studieren-in-fernost.de/de/meta/aktuelles/meldungen/news-140513.html
  39. 39. Quelle: http://www.studieren-in-fernost.de/de/meta/aktuelles/meldungen/news-140513.html
  40. 40. Quelle: http://www.fleischerei-stroh.de/whatsapp/
  41. 41. Quelle: http://www.fleischerei-stroh.de/whatsapp/
  42. 42. Quelle: http://netzwertig.com/2014/09/25/experimente-von-bbc-und-srf-medienanbieter-verwandeln-whatsapp-in-einen-quasi-rss-reader/
  43. 43. Quelle: http://konradweber.ch/2014/07/31/whatsapp-news/
  44. 44. Challenges
  45. 45. Biggest Challenge: Brand Friendliness Bild: Brett Jordan, Brands, https://flic.kr/p/bBRLcy
  46. 46. Challenges for Brands ★ Privatsphäre der Nutzer ★ Datensicherheit (siehe Snapchat) ★ Software/Redaktionssystem (WhatsApp) ★ Ziele (CRM, eCommerce, Brand Awareness) ★ Content (Format & Art, Bsp. Promotion & Bild ★ Limitierung beim Versand von Nachrichten durch Marken (LINE) Quelle: eigene Aufnahme, AllFacebook Marketing Conference 2014 in Berlin
  47. 47. 4 TAKE AWAYS ★ Traditionelle Social Media Channels sind wertvolle „Hebel“ für den Launch von Mobile Messenger App Kampagen! ★ Die „unique“ Umgebung erfordert eine „unique“ Content Strategie! ★ Eine integrierte Herangehensweise im Sinne einer„Und statt Oder“-Mentalität wird benötigt! ★ Marken müssen (manchmal) dafür bezahlen, um „straight“ zu gehen! Bild: http://de.slideshare.net/KarlPortio/mobile-messaging-markets-state-of-play-2014-portio-research-ltd
  48. 48. 59 Quelle: „Das Glück ist mit den Mutigen“ - Eigene Aufnahme während FbStart Berlin 2013
  49. 49. DANKE!
  50. 50. Fragen EMAIL > johannes.lenz@akom360.de BLOG > blog.akom360.de, johanneslenz.de FACEBOOK > AKOM360, johanneslenz1 GOOGLE+ > +AKOM360DE, +JohannesLenz TWITTER > @akom360gmbh, @johanneslenz

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