Messenger Marketing. Direct Communication by using Messaging Apps

Transcription

1 Messenger Marketing Direct Communication by using Messaging Apps Petra Dabelstein I Euprio 2018 I 1

2 Facts and Figures of my university 4000 Students / 125 Professors Lecturers / 250 Employees 32 Study Programmes in 3 Faculties Focus on Architecture / Urban Planning / Civil Engineering / Surveying / Computer Science / Mathematics / Economics Located in the heart of Stuttgart surrounded by the city park Petra Dabelstein I Euprio 2018 I 2

3 How it all began Founded in 1832 as a winter School for craftsmen In 1918 largest Construction School in Germany known as the Royal Württemberg School for Construction with about 1000 students Since 1970 Technical University of Applied Science Introduced the Bachelor-Master-System in 1999 Petra Dabelstein I Euprio 2018 I 3

4 Messaging Apps 80% of adults (age 19-64) and 91% of teens (age 13-18) around the world message every day. Messaging is one of the few things that people do more than social networking. Mark Zuckerberg, 2014 A quarter of all downloaded apps are abandoned after the first use. Only instant messaging bucks the trend. Petra Dabelstein I Euprio 2018 I 4

5 When it comes to sharing, private messaging dominates! 70% of all online referrals come from dark social. Where is the audience? Petra Dabelstein I Euprio 2018 I 5

6 Most popular Messaging App in every country Petra Dabelstein I Euprio 2018 I 6

7 2 nd most popular Messaging App in every country Petra Dabelstein I Euprio 2018 I 7

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9 Specifics of Messaging Apps Digital Branding through Heterogene target groups / no age specific concentration first-mover effect Easy sharing High quality Various applications of users Direct communication No algorithms and no filter Multimedia Chatbots content Petra Dabelstein I Euprio 2018 I 9

10 The most important specifics of Messaging Apps Opening rates Click- Through- Rates Petra Dabelstein I Euprio 2018 I 10

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12 Messaging Apps Big 4 Messaging Apps: - WhatsApp - FB Messenger - Wechat - Viber have surpassed Social Networking Apps Big 4 Social Networking Apps: - Facebook - Instagram - Twitter - Snapchat Petra Dabelstein I Euprio 2018 I 12

13 The way we use social media is changing. This applies to us as well as the students. Petra Dabelstein I Euprio 2018 I 13

14 What does this mean for us? Standing out in the news feeds of Facebook and Twitter has been the primary goal of social media strategies. These feeds are no longer the only platform people turn to for information and interaction. Social media world is being dominated by one-to-one messaging in more protected areas. Petra Dabelstein I Euprio 2018 I 14

15 Social media behind closed doors Petra Dabelstein I Euprio 2018 I 15

16 How can messenger apps be used for Universities? Newsletter Event marketing Student counselling Special offers External provider service Without a mobile number No direct communication between users Mobile number necessary* One-to-one communication WhatsApp groups for freshmen (HFT for you) Mobile number not neccessary by using FB messenger Petra Dabelstein I Euprio 2018 I 16

17 Newsletter-Marketing Messenger marketing instead of or in addition to marketing Information for prospective students Welcome group for Erasmus students Aquisition of international students: Special newsletter for different countries (worldmap) Research results Surveys Petra Dabelstein I Euprio 2018 I 17

18 Newsletter-Marketing Examples Petra Dabelstein I Euprio 2018 I 18

19 Event marketing Organizing events with Messenger Apps Open Doors for prospective students Buddy programme for Erasmus students Mentoring programme for Bachelor students Petra Dabelstein I Euprio 2018 I 19

20 Student counselling Year-round student counseling Special counselling during application periods Students counselling for special topics or specific groups (international students) Petra Dabelstein I Euprio 2018 I 20

21 Students counseling Examples Petra Dabelstein I Euprio 2018 I 21

22 Special offer: Whats App group for freshmen «HFT for you» Petra Dabelstein I Euprio 2018 I 22

23 Content of the WhatsApp group «HFT for you» Dates and Points of contact Glossary for deadlines Events and in the university university terms meetings Out and about New in town? FAQ upon request General informationen about study organisation A survival guide for the first weeks of student life Petra Dabelstein I Euprio 2018 I 23

24 Targets of the WhatsApp group «HFT for you» Be accessible Distribute outside of office Help with first relevant and Reduce hours steps at university reliable drop out rate information to all Reduce single questions (Digital) Branding of the university Build a good relationship from the very beginning Petra Dabelstein I Euprio 2018 I 24

25 How does it work? Invitation via Text START Add members and build groups Campaign plan is ready! Post content and moderate groups Evaluate the offer Petra Dabelstein I Euprio 2018 I 25

26 Evaluation results 80 % 90 % accepted the invitation and took part in HFT for you. said, the study start was easier because of the helpful information 92 % in the WhatsApp group would recommend the WhatsApp group for freshmen Petra Dabelstein I Euprio 2018 I 26

27 General Data Protection Regulation Subscribing to newsletter via Messenger requires two steps: 1. Phone number must be added in the own address book 2. Active transmission of a message with the content "Start" Users have (1.) subscribed to news via Messenger and have (2.) given their consent. By texting Stop, the users have to be removed from and their data have to be deleted Petra Dabelstein I Euprio 2018 I 27

28 Working with Personas Working with personas Petra Dabelstein I Euprio 2018 I 28

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30 Your daily Inbox Your Inbox at the end of a day Petra Dabelstein I Euprio 2018 I 30

31 WeChat WeChat is THE Messenger in China, and 1 Million Chinese use WeChat abroad An all-in-one messenger: Google Maps, public transport, weather, news, payment system, Typical users organise their daily routine via WeChat with several mini programms in the big WeChat world Only companies with a minimum Ad budget can become Tencent Trusted Partner Petra Dabelstein I Euprio 2018 I 31

32 WhatsApp Business Company profile with website, location, contact, opening hours, pictures + image text Automated response (welcome message) Pre-set answers and statistics Useable with landline phone Petra Dabelstein I Euprio 2018 I 32

33 Sources Whatsbroadcast Business Insider Hubspot Gougov We are social Statista Hootsuite Petra Dabelstein I Euprio 2018 I 33

34 Thank you! Petra Dabelstein Head of Marketing and Communication Petra Dabelstein I Euprio 2018 I 34