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WhatsApp and future of digital marketing

Huge

Today

WhatsApp in Brazil.

WhatsApp is the most used mobile App in Brazil.

Plain and simple.

A Brazilian favorite.

96% of the Brazilian population with

access to the internet uses it.

85% have WhatsApp on their

phones’ home screen.

Source: Opinion Box, 2015. [1], [2]

“What are the 10 apps you use most?”

0%

25%

50%

75%

100%

WhatsApp Facebook Instagram Facebook Messenger

YouTube Gmail Chrome Banco do Brasil

Twitter Google

Source: eMarketer, “What’s Up Among Brazil’s App Users?”

It’s challenging the telecommunication business model.

55x The price of texting in Brazil versus the US.

Texting in Brazil.

Source: Activate, “The messaging boom is about price”.

But Brazilians always liked texting.

Oi website. Claro website. Tim website.

So users turned to WhatsApp.

Businesses on WhatsApp.

Small business owners tend to transfer their personal behaviors

to their businesses.

“I already use WhatsApp to talk to all of my friends and acquaintances.

Why not customers too?”

Using WhatsApp to talk to costumers.

96% SMB owners use WhatsApp to

talk to customers.

30% SMB owners use WhatsApp as the primary way to talk to customers.

Source: User interviews.

Other social media used.

78% are on Instagram.

96% are on Facebook.

30% are on Twitter.

Source: User interviews.

Ways businesses use WhatsApp. 1. One-on-one customer service.

2. Community building.

3. Text-to-shop.

4. Internal communications.

Ways businesses use WhatsApp. 1. One-on-one customer service.

2. Community building.

3. Text-to-shop.

4. Internal communications.

“I can interact for free with my clients in a platform they already use.”

WhatsApp user, full time saleswoman.

Fastest way to talk

to customers. Natural behavior for small business owners.

Fastest way to talk

to customers. Natural behavior for small business owners.

Fastest way to talk

to customers. Natural behavior for small business owners.

And large companies.

Fastest way to talk

to customers. Natural behavior for small business owners.

And large companies.

And government agencies.

Fastest way to talk

to customers. Natural behavior for small business owners.

And large companies.

And government agencies.

The natural place to have a conversation with your customer. WhatsApp replaces: •  Phone •  Twitter •  Email •  CRM software

One-to-one costumer

service.

Ways businesses use WhatsApp. 1. One-on-one customer service.

2. Community building.

3. Text-to-shop.

4. Internal communications.

Direct messages only tell half the story of WhatsApp in Brazil.

WhatsApp groups.

17 average number of groups a

Huge Rio employee is part of.

Source: User interviews.

The preferred way to share memes, jokes and funny videos.

Classmates. Family members. Colleagues who are into climbing. Band fans going to the concert. Moms of the neighborhood.

Building a community

around a topic through group

texts.

Gym membership

✓ Join WhatsApp group

A close and safe place to geek out. WhatsApp replaces: •  Tumblr •  Facebook groups •  Message boards •  Slack

Community building.

Ways businesses use WhatsApp. 1. One-on-one customer service.

2. Community building.

3. Text-to-shop.

4. Internal communications.

From first contact to conversion.

Using WhatsApp to receive orders.

73% SMB owners use WhatsApp to

receive orders

10% SMB owners use WhatsApp as the

primary way to receive orders

Source: User interviews.

The perfect combo for small businesses:

Instagram is your window. WhatsApp is your register.

Instagram is your window. WhatsApp is your register.

“It’s the fastest way to put in an order – and you don’t even have

to download anything!”

WhatsApp user, full time baker.

Commerce through messaging. WhatsApp replaces: •  WooCommerce •  Shopify •  SquareSpace •  Phone

Text-to-shop.

Ways businesses use WhatsApp. 1. One-on-one customer service.

2. Community building.

3. Text-to-shop.

4. Internal communications.

Get your company on the same page. Faster and friendler than email.

“We have a group for our executives and our PR firm. It’s great for emergencies.”

WhatsApp user, startup founder

Get everyone on the same page. WhatsApp replaces: •  Intranet •  Email •  Slack

Internal Communications.

Ways businesses use WhatsApp. 1. One-on-one customer service.

2. Community building.

3. Text-to-shop.

4. Internal communications.

Truly mobile first. Your costumers are already on it 24/7. It’s simple enough even for the least savvy of users. It’s personal. Everybody reads texts. Quickly.

Why this is happening.

Open rates on different platforms.

22% Email open rate.

7% Facebook organic reach.

98% SMS open rate.

Source: Adweek, MailChimp, Dynmark.

Truly mobile first. Your costumers are already on it 24/7. It’s simple enough even for the least savvy of users. It’s personal. Everybody reads texts. Quickly.

Why this is happening.

This represents a shift in how customers expect to connect with brands.

Digital marketing is shifting to focus on direct messaging.

How will you do it?

How you should use direct messaging for your business. 1. One-on-one customer service.

2. Community building.

3. Text-to-shop.

4. Internal communications.

How you should use direct messaging for your business. 1. One-on-one customer service.

2. Community building.

3. Text-to-shop.

4. Internal communications.

How you should use direct messaging for your business. 1. One-on-one customer service.

2. Community building.

3. Text-to-shop.

4. Internal communications.

How you should use direct messaging for your business. 1. One-on-one customer service.

2. Community building.

3. Text-to-shop.

4. Internal communications.

How you should use direct messaging for your business. 1. One-on-one customer service.

2. Community building.

3. Text-to-shop.

4. Internal communications.

5. Campaigning.

This is the place to be available when your user asks for you.

This is not the place to push content.

Don’t start conversations.

Don’t share unsolicited content.

Amplifying your brand through messaging.

Native content for group messaging.

Provide a service.

Amplifying your brand through messaging.

Native content for group messaging.

Provide a service.

Create native content ready to be shared on group messages. Memes, jokes, funny videos.

The brand is just a player in the background.

Users are OK with sharing branded

content if it’s funny and appropriate.

Have a repository of messaging friendly content.

Amplifying your brand through messaging.

Provide a service. Native content for group messaging.

Amplifying your brand through messaging.

Provide a service. Native content for group messaging.

Remember: Direct messaging is a great tool for customer service.

Give value to your customers through direct messaging.

Timing When does your customer

use your product?

Help Is there anything you

can do to help?

Enjoy Everybody wins!

Let’s say you’re a beer company.

Timing When does your customer

use your product?

Help Is there anything you

can do to help?

Enjoy Everybody wins!

Guy buys beer for Super Bowl party.

You offer football themed recipes and treats through

messaging.

Awesome Super Bowl party ensues.

Beer icon by Sergio Barros from the Noun Project.

Amplifying your brand through messaging.

Provide a service. Native content for group messaging.

How you should use direct messaging for your business. 1. One-on-one customer service.

2. Community building.

3. Text-to-shop.

4. Internal communications.

5. Campaigning.

Take aways.

#1. Direct messaging is the next frontier for digital marketing.

#2. Facebook was very smart.

#3. Listen and offer support first.

#4. Never start conversations.

How will you do it?

Thank you. Questions? Fernanda Saboia @saboia fsaboia@hugeinc.com http://medium.com/@fernandasaboia