Tag Archives: digital marketing

WhatsApp – Fast, Personal and Highly Engaged

whatsappFirst things first – What is WhatsApp?

WhatsApp Messenger is a cross-platform mobile messaging app which allows you to exchange messages without having to pay for SMS. Instant message is now hugely popular around the globe and has seen significant growth over the past few years. A new report from Juniper Research states that by 2018, instant messaging via mobiles will account for 75% of traffic – or 63 trillion messages! Accordingly to ComScore, WhatsApp is the most popular instant messaging service, followed closely by its Chinese equivalent, WeChat.

Who Can Use it?

Anyone with a smartphone. WhatsApp is available to download via the App Store and is available for all iPhone users, BlackBerry, Android, Windows Phones and Nokia.

How is instant messaging free?

Because WhatsApp Messenger uses the same internet data plan that you use for email and web browsing, therefore there is no cost to message.

WhatsApp was Bought by Facebook in 2014 for a whopping $19bn. The platform is one of the buzziest around with more than 700m monthly active users and carries 30bn messages per day. ‘A survey of 4,000 smartphone users by On Device found that 44% of users in five countries used WhatsApp at least once a week’.* (*Telegraph – Jan 2015)

Currently there is an annual charge for WhatsApp of $0.99 – however, this is only applicable in the US. It is likely that as adoption grows and more people become dependent on the platform, given that the platform has vowed never to carry advertising – then it may be that this low fee is rolled out globally – or even raised to assist with monetising the platform.

Based on the stats above, we know for sure that people are using it. In fact it is now arguably one of the world’s fastest-growing communication apps. The question is – how many of us are using it for business purposes?

WhatsApp for Business

As a communication tool, WhatsApp ticks all the right boxes. Being able to communicate directly with employees, clients, customers and colleagues by:

  • Chatting in real-time
  • Sending multimedia
  • Receiving and sending of voice and video messages
  • Transmitting messages to groups of up to 100 people

How to get started with WhatsApp

From your smartphone download the app fro the App Store.  You can then add an avatar to set up your profile as you wish. And then it’s a case of simply connecting with people in your network who are already on WhatsApp.

Two great assets of instant messaging are the ease and speed. It is said that it takes just 90 seconds for someone to respond to an instant message – whereas the average is 90 minutes for email.

These attractive elements mean that more and more business are finding it a useful way to keep in touch with groups of customers and clients.

However it’s important to be aware and remember that this platform has not been set up as a business resource. It’s for this reason that direct advertising and soliciting business has been strongly prohibited and actually violates the terms of its service. There is absolutely nothing to stop you sharing blogs, images, and engaging directly with customers, as long as you aren’t deemed to be hard selling.

In this day and age engaging directly with your customer or client is imperative. Keeping the conversation going and listening to their needs is all part of being a modern online social business. WhatsApp can assist with that – as ‘Rare Diamond’ diamond creators have demonstrated:

Case Study: Engaging with your clients:

A story from The Telegraph this year explained how diamond maker ‘Rare Pink’ uses WhatsApp to keep up a rapport with their clients.

Diamond Pink found WhatsApp to be a very personal source of communication with their customers, allowing them to stay in touch 24 hours a day and at short notice. In the article Rare Diamond used the example of a female city trader, who was a client, choosing to use WhatsApp as her source of communication. The lady in question was in touch with her assigned Rare Pink consultant via WhatsApp as she was unable to make calls at work and her emails were monitored. WhatsApp allowed her to privately keep in touch with her consultant about final amendments to her ring and resulted in her spending a great deal with the brand. And of course, because the platform allows not only text conversation, with no character limits – and also enables the sharing of images and video – (WhatsApp sends and receives 500 million images every day, compared with Facebook’s 350 million) – a simple and quick way to share visual content, ie: the design and development of the bespoke item being design – and of course to get instant feedback from the client too.

Engaging with your team:

WhatsApp isn’t only great for client liaison, it’s also a great internal tool that can almost work like an intranet within your business. Allowing you to communicate and chat via real time with colleagues and employees. The group chat feature is arguably the most useful business aspect of WhatsApp – allowing you to chat within a group of up to 100 people at once.

To Start a Group Chat:

  • Open WhatsApp and go to the Chats screen.
  • At the top of the chats screen, tap the New Group button.
  • Type in a subject or title.
  • Add group participants by selecting +, or by typing the name of the contact.  You will automatically be able to add anyone from your contacts database – and so it may mean that you have to add contacts first. They will receive an invitation to join the Group chat.
  • Tap Create to finish creating the group.

Whether you are using WhatsApp to communicate internally with colleagues or externally with clients there are some other handy WhatsApp features that are worth knowing for business use:

You can email an entire message history to someone:

For iOS users go to Settings and chooseEmail chat history‘.

For Android, click on the menu option in a conversation (it’s on the bottom-right of the screen), go to ‘More‘ and select Email Conversation, before entering the address of the recipient.

You can back up WhatsApp conversations:

Go to the Settings menu, choose ‘Chat preferences’, and then click on the Chat history backup option.

You can broadcast a WhatsApp to many contacts:

If you need to quickly get a message out to more than one person at a time – e.g. ‘Emergency meeting at 12pm’ – the easiest way to do this is to ‘broadcast’ a message in WhatsApp.

Select the Broadcast message option in the more menu and select the contacts you want to send it to. Then type your message and hit Send.

Whilst WhatsApp purposefully doesn’t promote itself as a business platform – and the founders have vowed that it won’t run advertising on the channel – [even following acquisition from Facebook, Mark Zuckerberg has agreed to keep the platform ad free] – there are some useful ways businesses can utilise the service for business purposes, beyond the direct sell.

WhatsApp Chat Tips and Facts:

  • There is no limit to the number of groups you can create.
  • Every group has one or more admins. Only admins can add or remove participants.
  • Only admins can make other participants admins.
  • If the original admin leaves the group, a new admin will be randomly assigned.
  • Only message people you know – don’t ‘cold message’ anyone for business purposes.
  • Keep groups targeted. All members of a group receive all notifications. There is an option for any member of a group chat to Mute notifications for either 8 hours, 1 week or 1 year.

Social Media – 4 Different Reasons Why Businesses Wanted to Work with a Social Media Agency

cc imaaage2014 was an interesting year for us as a social media agency.

It was the year that when pitching for new business, the dominant question ‘Justify to me why we should be doing social and just how much return on investment I am going to get from social media activity’ – was surpassed by  ‘We know we need to be getting involved with social, and we want to get it right, can you help us with that?

It was the year we saw a wider range of size of business and business sectors looking to get started with social media – from startups through to global and extremely niche business to business ones.

Have we reached the social media tipping point?  I’d still say, not quite – as there is still an awful lot of skepticism out there – and the appetite for becoming a ‘fully fledged social business’ is still really very small.

But… attitudes are changing – just as they did with email and ecommerce.

What’s interesting is that the objectives for what people want to achieve out of their social media activity varies – of course, in business most people are keen on bottom line results, however, they realise that’s not the sole purpose of social – and that there’s more to it – such as:

  • Targeting The Right Influencers
  • Building Relationships
  • PR
  • Building Brand Awareness
  • Customer Service
  • Customer Advocacy
  • Being Part Of An Multi-channel Marketing Approach

So I thought in this post, it would be useful to share just a few of the ways we are working with our clients – to showcase that ‘being social’ is certainly not a one trick pony – and to provide you with practical knowledge of some of the tactics employed:

  • Client A 

About: Large global corporation – EMEA division – Security Sector.

Objective:  Looking at developing influencer relationships in a particular product range to build relationships, broaden awareness and build brand advocacy – and ultimately referral.

Why: The organisation had seen significant and successful lead referral from a couple of key influencers in their sector. They were looking to capitalise on this activity by finding more relevant influencers, building relationships by providing engaging, relevant and purposeful content.

By researching their sector we were able to find the relevant influencers on social, track relevant conversations, share useful and purposeful content with them and start to build relationships with them – assisting in broadening ‘advocacy’ – as a means of more higher engaged referral.

LinkedIn and Twitter were dominant platforms used for specific targeting and given the niche nature of the sector.

  • Client B

About: New Product Line – Lifestyle (B2C).

Objective: Established organisation created a highly differentiated product line – new brand, new website, zero awareness.  Objective to build awareness and drive visibility, social PR, online traffic and ultimately sales.

Why:  The client created a new business to support a new product line for a completely different market. It therefore, wasn’t feasible to draw upon the current brand – as strength came from the differentiation. Therefore, the objective of social was to support the launch of a new brand / product into the market – growing awareness, tracking conversations and connecting with relevant people, influencers, tradepress, journalists – and generally building a brand story and sharing relevant, purposeful and appetising content.

Main channels used: Twitter, Facebook, Pinterest, G+

  • Client C  

About: Established brand in highly niche sector.

Objective: Getting closer to customers and building advocacy.

Why: Being a business to business supplier only, with a large field sales team – the brand / business had no real access to end users (in fact on their website they purposely made it very difficult to contact them directly because they have very limited internal customer support team – as this is managed via the field sales or their retailers).  However, they were aware that customers wanted to talk to them directly – and so ‘social’ seemed a sensible route.   The ability to track conversations and brand mentions, the ability to respond directly to the customer, the ability to build in their retailers into the conversations too – to assist in driving sales.

Main channels used: Facebook, Twitter

  • Client D

About: Global Manufacturer

Objective: Environmental Awareness Campaign

Why:  The client was keen to use social media channels to connect with the general public, relevant influencers, clients and partners, politicians and policy makers, both in the UK and overseas – to build awareness of a sector specific, environmental campaign which is becoming very much aligned to their brand.

Given the audience, social channels offer attractive reach – and clear opportunity to connect with key influencers and share relevant and purposeful content to educate and build awareness.

Main channels used: Facebook, Twitter, LinkedIn.

There you have it –  4 completely different reasons as to how businesses are using social media.  Social media activity is just one of the many content and marketing touch points to grow engagement from your audiences.  If you need any help with your social media activity, blogging, creating content or any other digital marketing services – then do get in touch with us!

This blog post was brought to you by Michelle Carvill, founder of Carvill Creative, the online visibility experts and author of The Business of Being Social – A Practical Guide to Harnessing the Power of Twitter, Facebook, YouTube and LinkedIn for all Businesses.