making martech work: marketing with messenger by brian tomlinson at hapag-lloyd
TRANSCRIPT
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Communication in times of Messenger Apps
Brian Tomlinson – Aarhus, Denmark – November 3rd 2016
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HAPAG-LLOYD
Founded 1847
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Who am I?
175 Vessels
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175 Vessels128 Services500 Ports 118 Countries
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What we ship
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Who am I?
n Digital Communicationsn Internal/External communicationsn Social Median Content Marketingn 9 years Global Sales
n Next:• Mobile App• Messenger Apps• Customer Communication
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Communications Approach
TRANSPARENCY
MODERN
REGULARITY
HONESTYEMPATHY
+EMOTION
SPEED
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Is this really happening right now?
Source: Endless Origami
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Game Changer
Mobile is changing the game
7.448 BTotal population
4.779 BUnique mobile
users
3.630 BInternet users
2.438BActive mobile social users
121%
104% 124%
139%
123%
109%
108%
82%
77%
99%
124%
West Europe
North America
South America
East Europe
Middle East
Central Asia
East Asia
SouthEastAsia
Africa
Oceania
Mobile Connections
2016 Digital YearBook - We are social
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Desktop vs Mobile
How to approach consumers is changing
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Your Audience
Do you know WHO/WHERE they are?
n Do you know who and where your audience is?
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Top Ranked Social Media Networks
Are Social Networks over?
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How to approach it
Think global, act local
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Which Messenger App?
Not everything fits for everyone
Languages
Times
Privacy
FunctionalitiesCustomer Services
Sales
Marketing
IT
Customers
Employees
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§ Communication with friends & family
Features
Chat/Group chat Send pictures & videosSend voice messages
Voice calls Send location
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Mercedes Benz @ Whatsapp + Telegram
§ Newsletter
§ Stories§ Visuals§ Videos
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Mercedes Benz @ Whatsapp + Telegram
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Facebook Messenger
§ Communication with friends, family & business associates
FACEBOOK MESSENGER
Features
Calls/Video Calls Send photos & videosSend location
Live Chats Send documents
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UPS @ Facebook Messenger
Actual customer service
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Features
Share location Games Calls Video Conference
Payment andMoney transfer
Messaging Share photos and Videos; likes and
comments („moments“)
Official Accounts (OA)
§ One App that fits everywhere
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DHL @ WeChat
Additional services
§ E Ship § Freight Pay via WeChat § Info on UAV § Notification on price updates (for customer)
„I have to find“ Customer Service Live
Chat
Accounts§ Log in § Create Account§ Help § Etc
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Why WeChat?
Knowing your audience
806million
MonthlyActive Users
70million
Users Outside China
1.1billion
Accounts
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WeChat Mockups
Hello, Welcome at Hapag-Lloyd.
9:02 AM
Current Service Info
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WeChat Mockups
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WeChat Mockups
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WeChat Mockups
Optional
View on map
Connect via WeChat
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WeChat Mockups
Dear customer, you will be connected to the next available person. How can we help you?
Dear customer, please select the department you’d like to be connected to: 1) Sales 2) Booking3) Other
Hello, how can I help you?
Examples
Hi!
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WeChat Mockups
Push Messages
§ Most recent news§ Most important information§ Promotion of a new service
Directly to the customer
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WeChat – Enterprise Account
§ Enterprise accounts Internal accounts
§ Can only be followed by employees with a company email address
§ Only verified Service Accounts and Enterprise Accounts have access to advanced features and developer tools
Dear employee, Welcome to the internal Hapag-Lloyd WeChat Account.Please identify with your user-ID by answering to this message.
9:02 AM
Company HIP Benefits
9:02 AM
Current Service Info
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Opportunities
Messaging Apps
- Integrate you website into the app
- More functions than just chat- Cost efficiency
Create Awareness
- Engage where you audience is- Easiest and fastest way to connect- Think global, act local
Customers as focus- Know who they are- Deliver what they need- Learn from the source: keep
in touch- Closer relationships
Cross Platforms Apps