how are messaging apps reinventing social media?
TRANSCRIPT
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How messaging apps are reinventing social media
Drew Benvie, March 2017 @battenhall
The landscape today
• Organic social media engagement in decline
• WhatsApp growing 100x faster than Twitter
• Snapchatters view 10bn videos per day
• Privacy and intimacy driving growth in social
• WhatsApp & FB Messenger are each bigger than Twitter & Instagram combined
A history of brands on social
For customer engagement
To influence press or decision makers
To improve search engine optimisation
To help sell more stuff….
Early experiments in messaging apps
Media brands were the early adopters • Captive audience • High engagement rates • Innovation in the noise
Social media and messaging apps
Media brands were the early adopters • Captive audience • High engagement rates • Innovation in the noise
Brands and media on messaging apps
11,000+ AI bots in FB Messenger store
11,000+ AI bots in FB Messenger store
Innovation in Asia: WeChat
The Evolution of Snapchat
The Evolution of Snapchat
The Evolution of Snapchat
5 trends shaping the evolution of social media
1. A change in behaviours
@battenhall
The death of the demographic
WatchNetwork
Curate
Connect
Creative
NewsMultipurpose
2. Rise of the machines
@battenhall
Facebook Messenger Bots
Robot reporters
3. The news feed is dead, long live 'The
Story'.
@battenhall
‘The Story’ is the new Feed
On Instagram, Snapchat and WhatsApp
4. Trolls and the fightback
@battenhall
The social networks protecting you
Increase in trolls
We will see ‘comments off’ increasingly an optionThe growth of private networks and messaging apps More powerful tools to fight bot trollsCommunity management will go up all the way
The social networks strike back
5. The future of engagement
@battenhall
Engagement and WhatsApp
The Battenhall WhatsApp
Thank you
Drew Benvie Twitter: @drewb Insta / Snap: @drewbenvie