@ESKIMON • THE RISE OF MESSENGERS1

THE RISE OF MESSENGERS WHY TALK IS CHEAP, BUT CONVERSATIONS HAVE VALUE

SIMON KEMP • • FEBRUARY 2017

EP. 001 INSPIRINGMARKETING

@ESKIMON • THE RISE OF MESSENGERS2

SIMON KEMP@ESKIMON

@ESKIMON • THE RISE OF MESSENGERS3

@ESKIMON • THE RISE OF MESSENGERS4

DATA IN MY ONGOING SERIES OF DIGITAL REPORTS REVEAL CRITICAL CHANGES IN DIGITAL BEHAVIOUR

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TOTALPOPULATION

INTERNETUSERS

ACTIVE SOCIALMEDIA USERS

UNIQUE MOBILE USERS

ACTIVE MOBILESOCIAL USERS

BILLION BILLION BILLION BILLION BILLION

URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION:

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA.

GLOBAL DIGITAL SNAPSHOTJAN2017 KEY STATISTICAL INDICATORS FOR THE WORLD’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS

7.476 3.773 2.789 4.917 2.549

54% 50% 37% 66% 34%

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INTERNETUSERS

ACTIVE SOCIALMEDIA USERS

UNIQUE MOBILE USERS

ACTIVE MOBILE SOCIAL USERS

SINCE JAN 2016 SINCE JAN 2016 SINCE FEB 2016 SINCE JAN 2016

JAN2017

ANNUAL GROWTHYEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT.

+10% +21% +5% +30%+354 MILLION +482 MILLION +222 MILLION +581 MILLION

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ACTIVE USERS OF KEY GLOBAL SOCIAL PLATFORMSJAN 2017 BASED ON THE MOST RECENTLY PUBLISHED MONTHLY ACTIVE USER ACCOUNTS FOR EACH PLATFORM, IN MILLIONS

SOURCES: WE ARE SOCIAL ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA; ALL AS OF JANUARY 2017. *NOTE: PLATFORMS IDENTIFIED BY AN ASTERISK (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE OUT OF DATE AND LESS RELIABLE.**NOTE: SNAPCHAT DOES NOT PUBLISH MONTHLY ACTIVE USER DATA. THE FIGURE USED HERE WAS REPORTED BY BUSINESS INSIDER IN JUNE 2016, BASED ON DAILY ACTIVE USERS.

SOCIAL NETWORK

MESSENGER / CHAT APP / VOIP

DATA CORRECT TO:27 JANUARY 2017

1,871 1,000 1,000 1,000

877 846

632 600

550 317

300 300 300 297

217 150

122 106

100 100 100 90

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FACEBOOKFB MESSENGER

WHATSAPPYOUTUBE

QQWECHAT

QZONEINSTAGRAM

TUMBLR*TWITTER

BAIDU TIEBA*SKYPE

SNAPCHAT**SINA WEIBO

LINEPINTEREST

YYLINKEDIN

BBM*TELEGRAM

VIBER*VKONTAKTEKAKAOTALK

@ESKIMON • THE RISE OF MESSENGERS8

BIT.LY/GD2017YBBIT.LY/GD2017GO

DOWNLOAD THESE GLOBAL DIGITAL REPORTS FOR FREE:

@ESKIMON • THE RISE OF MESSENGERS9

BUT WHAT DOES ALL THIS DATA TELL US?

@ESKIMON • THE RISE OF MESSENGERS10

THIS YEAR, MORE MESSAGES WILL BE SENT VIA MOBILE MESSENGERS THAN VIA EMAIL

• SOURCE: JUNIPER RESEARCH

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MOBILE MESSENGERS HAVE ALREADY OVERTAKEN SOCIAL NETWORKS, AND ARE NOW THE WORLD’S MOST ACTIVE

FORM OF ONLINE SOCIAL INTERACTION

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BUT WHY ARE CHAT APPS SO POPULAR?

CONVERSATIONS FLOW MORE NORMALLY

NO ANNOYING INTERRUPTIONS

MORE NATURAL

FEWERADVERTS

LESS DEMANDING ON DATA PLANS

CHEAPERTO USE

NO NEED TO POST REGULAR UPDATES

LESSPRESSURE

@ESKIMON • THE RISE OF MESSENGERS13

THIS SHIFT TO MOBILE MESSENGERS HAS SERIOUS IMPLICATIONS FOR MARKETERS

@ESKIMON • THE RISE OF MESSENGERS14

MOBILE MESSENGERS CHANGE THE RULES OF SOCIAL

NO WAY FOR BRANDS TO TRACK OR JOIN PEOPLE’S

SOCIAL DISCUSSIONS

FEW OPPORTUNITIESFOR BRANDS TO

INSERT THEMSELVES

PRIVATECONVERSATIONS

HARDER TOADVERTISE

LIKES AND FOLLOWERS MATTER FAR LESS THAN

ORGANIC WORD-OF-MOUTH

NEW METRICSOF SUCCESS

@ESKIMON • THE RISE OF MESSENGERS15

CRITICALLY, A ‘BOOSTED CONTENT’ APPROACH WON’T WORK IN A MESSENGER-CENTRIC MODEL

@ESKIMON • THE RISE OF MESSENGERS16

WE CAN’T JUST BUY OUR WAY INTO PEOPLE’S FEEDS (YET); WE NEED TO EARN THEIR ATTENTION INSTEAD

@ESKIMON • THE RISE OF MESSENGERS17

HOW?

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WE NEED TO USE ALL OF OUR MARKETINGACTIVITIES TO ADD VALUE TO PEOPLE’S LIVES

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WE MUST USE EVERY ELEMENT OF THE MARKETING MIX TO ADD VALUE AND INSPIRE ORGANIC CONVERSATION

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PRODUCTS

CUSTOMER SERVICE

POS ACTIVITY

ADVERTISINGPACKAGING

RECRUITMENT

@ESKIMON • THE RISE OF MESSENGERS21

TREAT SOCIAL MEDIA ENGAGEMENT AS THE OUTCOME OF GREAT MARKETING, NOT AS JUST ANOTHER VANITY METRIC TO BE BOUGHT FROM MEDIA OWNERS.

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KEY TIP

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DON’T JUST THINK ABOUT CREATING AND DELIVERING CONTENT; AIM TO INSPIRE VALUABLE CONVERSATIONS

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@ESKIMON

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SIMON KEMP

@ESKIMON

SIMON@KEPIOS.COM

INSPIRING MARKETING

KEPIOS.COM