The Power of LINE @
Transcript of The Power of LINE @
THE POWER OF LINE@FOR B2B MARKETING IN THAILAND
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“WHY DIGITAL MARKETING BECOMES SO IMPORTANT FOR B2B MARKETING IN THAILAND ?
”LET’S TAKE A LOOK !
HALF OF THAI POPULATION USE SOCIAL MEDIA, 89% ACCESS THROUGH MOBILE
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Total Population Active Internet Users
Active Social Media Users
Mobile Connections
Active Mobile Social Media
Users
68.05million
38 million
38 million
82.78 million
34 million
Urbanisation 52%
Penetration 56%
Penetration 56%
vs Population 122%
Penetration 50%
LINE BECOMES THE SECOND ACTIVE SOCIAL PLATFORMS IN 2016
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LINE
Facebook Messenger
Google+
Skype
Linkedin 10
10
11
11
14
19
22
28
29
32
18.6Average
Top Active Social Platforms in ThailandUnit: Percentage
Source:
40% OF MOBILE USERS USE MOBILE MESSENGERS
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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
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“LET’S CONSIDER COMMON PROBLEMS AMONG B2B MARKETERS AND SEE WHY B2B IN THAILAND NEED DIGITAL PLATFORMS ESPECIALLY LINE@
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COMMON PROBLEMS AMONG B2B MARKETERS
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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
THIS IS WHY LINE@ COULD HELP B2B MARKETERS TO SOLVE COMMON PROBLEMS
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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
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“4 KEY POINTS B2B MARKETERS NEED TO UNDERSTAND BEFORE START USING LINE@
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UNDERSTAND LINE USERS BEHAVIOR
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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
LINE USERS JOURNEY
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B
C
D
E GF
AAWARENESS
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
LINE@ LIMITATIONSPull and push marketing can’t be done by only LINE@ !
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“ 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@
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“10 FUNCTIONS IN LINE@ THAT B2B MARKETERS SHOULD KNOW
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LINE@ FUNCTIONS FOR B2B MARKETING
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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 message2.) 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)
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“9 TECHNIQUES TO DO MARKETING VIA LINE@
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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
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
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
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@
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
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
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
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
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
LINE@ CAMPAIGN SAMPLE
LINE@ CAMPAIGN SAMPLE
ANY QUESTION?
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