As the mobile phone becomes the dominant communications mechanism, more and more consumers are turning away from mainstream social networks and instead connecting with each other through one or more specialist mobile messaging applications.
It’s now becoming more and more essential for you to understand how the messaging apps work and how they can be used effectively for business. Otherwise, because so many young Kiwis are spending their time on apps like WhatsApp, Messenger and Snapchat, if you don’t learn all about messaging apps you could be missing half your audience.
And that’s why we’ve put together this short course, to bring you up to speed with the Messaging Apps before it’s too late.
The course covers:
Lesson One: The Rise of Dark Social
As traditional social media networks such as Facebook have gone mainstream, consumers have been less inclined to share their personal lives through such public channels. Instead, they have become much more likely to use “Dark Social” tools such as the messaging apps to share the juicy stuff with their friends — they’ve learned the lessons from myriad well-publicised social fails and don’t wish to repeat others’ mistakes.
As a result of this migration to more private communications, the top four messaging apps now attract more eyeballs than the top four social networking apps.
In this lesson, we explore the rise of the messaging apps and review:
- the performances of the various apps and the current state of the messaging app wars
- which demographics are most likely to use the apps
- the revenue opportunities with messaging apps, now and in the near future — and the potential usages which are the most relevant for New Zealand organisations
Lesson Two: International Inspiration
Much of the cutting-edge development in messaging apps comes from Asian networks, a direct side-effect of the early adoption of mobile technology in Asian markets.
This lesson looks at what we can learn from services like WeChat, the messaging service that dominates communications in China, such as:
- how Chinese consumers are actually using the app
- unexpected services bundled into WeChat
- how Western brands are plugged into WeChat
- which WeChat-like offerings we can expect to see on WhatsApp and Messenger, sooner rather than later
Lesson Three: WhatsApp
In February 2014 Facebook paid a staggering 19 Billion US Dollars (in a mix of cash and stock) to acquire the leading mobile messaging app WhatsApp.
In Lesson Three, we explore:
- what Facebook got for their money
- what functionality WhatsApp offers for marketers and brands
- how you can best use WhatsApp for your organisation
- WhatsApp marketing campaign case studies
- what you should include in your WhatsApp marketing strategies
- how you should measure success on WhatsApp
- how to using WhatsApp and similar messaging apps for CRM
Lesson Four: Facebook Messenger
Okay, by now you will have gotten a good grasp on messaging apps and how marketers can use them effectively. As we turn our attention to Facebook Messenger, what we really need to know is what’s unique and what’s different about this app.
We look at the numbers. We explore what marketers need to know about Facebook Messenger.
We look at some of the ways that brands have already been using Messenger.
We review the future of Messenger.
And we look at a dozen guidelines to help you take full advantage of what has now become the leading messaging app.
Lesson Five: Google Allo & Duo
Given the importance of mobile to Google, it was inevitable that the search engine giant would introduce its own entry into the messaging space.
In fact, in mid-May 2016, at its I/O Conference, Google announced the upcoming launch of two offerings: Allo & Duo.
In this lesson, we explore the two new services, show you what each can do and give you a heads up on what to look for.
Lesson Six: Snapchat
Snapchat was born when its founders realised that there was an opportunity for an app whose messages were ephemeral, disappearing as they were being viewed.
Although that offering has been diluted somewhat by the recent introduction of Snapchat Stories, it’s still an attractive proposition for the privacy-sensitive.
In this lesson, we review Snapchat and what it can offer to marketers, including:
- how Snapchat works
- who marketers should follow on the platform
- the many ways that brands can use Snapchat
- Snapchat filters, lenses and snapcodes
- the best types of content to share on Snapchat
- ten brands that are doing Snapchat right
- NZ brands already using SnapChat effectively
Lesson Seven: Telegram
The Telegram messaging app is one of those products that happens to be hot but, as we’ll see, is of limited appeal to marketers because the app’s founders are avidly anti-commercial.
Still, Telegram is hardly a niche product (with 100 million monthly users) so let’s find out more about it.
In Lesson Seven, we review the 9 top reasons why any marketer should add Telegram to their arsenal (despite that determinedly anti-commercial attitude).
Lesson Eight: Yammer, Slack and Facebook At Work
In this lesson we review closed messaging apps such as Yammer, Slack and Facebook At Work and consider how these private social networks (PSNs) can be useful for business.
- some of the tasks you can do better and more efficiently with PSNs
- how businesses are currently using PSNs
- the seven golden rules of PSNs
Lesson Nine: Chatbots & Digital Assistants
Chatbots and Digital Assistants (eg Siri, Cortana, Google Now & Facebook M) are proving a valuable addition to messaging apps, helping businesses to respond more effectively to commonly-asked questions and interact more efficiently with consumers.
In this lesson we review what’s currently available in these two categories (including Google’s new Assistant, launched in conjunction with its latest mobile phone, the Pixel).
- how organisations are currently using chatbots
- where businesses and brands should begin to employ chatbots
- the promises and perils of digital assistants
Lesson Ten: Privacy & Regulation
If you’re going to start playing in the messaging space, then you need to take into account both NZ’s Unsolicited Electronic Messages Act and our Harmful Digital Communications Act (and, perhaps, Australia’s privacy legislation, the US’s Telephone Consumer Protection Act and/or relevant European privacy legislation, depending on where your target audience lives).
In this final lesson we talk about the implications of the various Acts and regulations and what you need to do to ensure that you stay within both the spirit and the letter of the law.
This course begins on Wednesday 25 October, 2017.
This online training short course is available for $397 +GST. However we offer an Early Bird Discount of $100 +GST — pay just $297+GST when you book by Wednesday 18 October, 2017.
Bookings are confirmed on receipt of payment, which can be by bank deposit or credit card. We can raise an invoice in advance if you need it.
To reserve your place in this course, please pay by credit card through PayPal by clicking here:
If you would prefer to pay by bank deposit, or require an invoice, please send an email to [email protected] with your requirements.
WHAT HAPPENS NEXT?
You’ll receive our emailed confirmation of your booking. Then on the first day of the course we’ll follow up with details of your Login and Password, along with an Enrolment Key for your online training course.
If you have any questions, or would like more information, please email us at [email protected]