"Not yet another new trend"
... Many a shop operator who has only just become friends with social media and now has to read in many places that messaging apps could overtake social networks may well groan. When you first hear about this, it's hard to imagine how messaging apps, which are mostly used privately, could be used in B2C communication. We take a look at this exciting topic.
The history of instant messaging
I SEEK YOU: Most of us remember the catchy Ah-Oh that announced incoming messages on the first messaging service ICQ. ICQ started its triumphal march at a time when every text message still cost 19 cents and charges were soaring. Since 1996, instant messaging has made it possible to exchange messages in real time and, above all, free of charge, without having to use an e-mail programme or pay for each message individually. Back then, a new era of instant communication began, which culminated in services such as Facebook, WhatsApp & Co and is still on a unique triumphal march. Forecasts speak of 2 billion monthly users of messaging apps in 2018.
Instant messaging is growing in importance
Facebook founder Zuckerberg explained in 2014 that messaging is one of the few things that people engage with more intensively than social networks. So it seems only logical that Facebook thoroughly expanded its Messenger and also bought WhatsApp for an impressive 19 billion dollars. The investment has paid off, as Facebook now has the Messenger market under control.
Instant messaging worldwide
Worldwide, 2.5 billion people have at least one messenger installed on their smartphone. Around 1.5 billion people actively use WhatsApp, while 1.3 billion communicate via Facebook's own Messenger (as of January 2018). In third and fourth place in the ranking of important messaging services are two apps from Asia, WeChat and QQ. WeChat has over 900 million users and is also used for contactless payment in China. It even works in some shops in Germany. Anyone with customers in Asia should keep an eye on these apps.
The most popular messenger Whats App is used extensively: its users spend 200 minutes a week communicating via the service, and the trend is rising.
Usage-Messenger-bitkom
Source: https://www.bitkom.org/Presse/Presseinformation/Zwei-von-drei-Internetnutzern-verwenden-Messenger.html
Companies must be easily accessible
Companies are also expected to be companies are also expected to be easy to reach and respond quickly. Brands that do not have an online presence quickly disappear from view. Anyone who has to go to the trouble of dialling a (perhaps even chargeable) telephone number to get information about a product can conveniently choose a provider online from the competition that they can reach via their usual channels.
Messaging apps can be a direct route to a specific target group - if you know how it works.
What are the most popular messaging apps for companies?
According to a survey by Bitkom Research , Whats App is by far the most frequently used messenger service, making it the first choice for communicating with customers in German-speaking countries. It is followed by Skype, Facebook Messenger, iMessage and Google Hangouts. Snapchat does not play a major role in corporate communication.
So if a company decides to use messaging apps for B2C communication, WhatsApp and Facebook Messenger are the first choice. Skype and Google Hangouts are more likely to be used for B2B communication. What options do the messengers offer in detail?
WhatsApp (Business)
WhatsApp currently does not allow the display of adverts or the implementation of third-party bots. The app can therefore only be used to be reachable for customers, which can currently only be done via a private number and a normal profile. The fact that a customer is then communicating with a company is not necessarily obvious to them; private and professional are mixed together. This does not build trust, as the customer can never be sure that they are really communicating with the company in question. In order to close this gap (and monetise WhatsApp), the Facebook subsidiary has now launched WhatsApp Business following last year's announcement - initially for Indonesia, Italy, Mexico, the UK and the USA. There will be two versions, one for SMEs and one for large companies.
WhatsApp Business for SMEs has also recently been available in Germany, currently as an app for Android. The landline number can be integrated into the account and the business and private accounts can be used on a smartphone. The private number remains private. Companies can create a profile and have their identity verified. This creates trust with the customer. There is the option to send an out-of-office message and useful statistics that are intended to make the success of your own messages measurable. Time will tell how the messenger proves itself in everyday business use.
WhatsApp without competition
The Facebook Messenger
Many companies have a Facebook company page anyway and are therefore active on the platform, so why not use Messenger? Facebook Messenger offers the possibility of direct communication with customers, but it can also be used to send advertising messages. However, this only works with customers who have already been in contact with the company and can be switched off by the customer at any time. This is an exciting opportunity to draw the attention of existing customers to current offers.
Chat bots make it possible to respond quickly to incoming messages, even when you are not online. Nevertheless, staff must of course be available to organise communication via the messenger. They must be competent and have the appropriate authorisation to be able to respond quickly to enquiries and problems. This is one of the biggest challenges when using messaging apps.
The use of chatbots, curated content and interactive games expand the range of possibilities, but are sometimes cost-intensive.
A new alternative: Business Chat from Apple
Together with iOS 11.3, Apple wants to launch Business Chat, which was announced last year. This will allow customers and companies to contact each other via Safari, from the Apple Maps application, from Spotlight and via Siri, and across all devices with iPhone, iPad or Apple Watch. Secure payment via Apple Pay should also be possible. The customer decides which company they allow to contact them and can block contacts that are irrelevant to them.
Companies that rely on Apple should keep an eye on this option. Discover, Hilton, Lowe's and Wells Fargo, among others, will be on board at the launch of the application.
Why is the use of messengers actually indispensable - what do they have over social media?
The answer is: dark social.
Companies have flocked to social networks en masse in recent years to reach their customers where they are. Everyone is looking for reviews and recommendations, activating ratings and shining their brand in the best possible light.
But which recommendation do consumers trust the most?
When acquaintances, colleagues or friends give a recommendation for a brand or company, people are inclined to believe it - far more so than a review they may have bought online. In fact, up to 70% of all online reviews have an unidentifiable source. It can therefore be concluded that many links are sent via non-visible services such as email and instant messenger. This area of the internet is called dark social.
Consumers are therefore used to receiving trustworthy information via their messengers. A link with a "Have you seen this yet" from a colleague is the best recommendation. Companies must now endeavour to get involved in this trustworthy communication and also have a presence on the dark social channels.
How do companies use messaging apps?
Large companies are leading the way, SMEs need to follow suit and develop creative solutions for dealing with messengers. Of course, we are there for you if you need technical support.
Let's take a look at how companies are already using messaging apps and what might be possible for you.
Group chats:
Group chats are used by Adidas, for example, to get in touch with people who are important to the brand. Twitter group chats and WhatsApp group chats are set up for this purpose and messages and invitations are sent. Group chats make influencer marketing easier and are perfect for exclusive promotions and announcements.
App bots:
The possibilities of app bots are almost limitless, as the Chinese WeChat proves. Without leaving the app, the 600 million active users can manage banking transactions, make doctor's appointments and even apply for a mortgage. It is also possible to book a hotel room, call a taxi or order a meal without having to log in anywhere. I'm sure there are suitable ideas for your company too - let's have a chat.
Customer service:
Messaging apps are taking over from the telephone. Customers want to contact companies easily and have their questions answered quickly. Apps can be used to send images and videos, which should be particularly useful for complaints or questions about usage.
Chat bots enable automated responses to be sent when no one is available - an indispensable tool to ensure that no customer enquiry goes unanswered.
Conclusion:
Regardless of the target group, messaging apps are a useful addition to social media and will become more important for some companies. However, both are important parts of corporate communication and should complement each other in a meaningful way.
Sources:
https://de.statista.com/statistik/daten/studie/285230/umfrage/aktive-nutzer-von-whatsapp-weltweit/
https://allfacebook.de/toll/state-of-facebook
https://t3n.de/news/top-10-meistgenutzte-messenger-weltweit-2017-839993/
https://www.apple.com/newsroom/2018/01/apple-previews-ios-11-3/
