How businesses in Brazil are using WhatsApp in creative ways and how this translates to the rest of the world. Read more about it here: https://medium.com/@fernandasaboia/in-digital-marketing-whatsapp-is-fueling-a-global-trend-45a734835148 This was presented at SxSW 2016.

1. Today
WhatsApp and the future of digital marketing
R. Jardim Botânico 518, 2º andar, Rio / +55 21 3550-3540 / hugeinc.com

2. WhatsApp and future
of digital marketing
Huge
Today

3. WhatsApp
in Brazil.

4. WhatsApp is the most used
mobile App in Brazil.
Plain and simple.

5. A Brazilian favorite.
96%of the Brazilian population with
access to the internet uses it.
85%have WhatsApp on their
phones’ home screen.
Source: Opinion Box, 2015. [1], [2]

6. “What are the 10 apps you use most?”
0%
25%
50%
75%
100%
WhatsApp Facebook Instagram Facebook
Messenger
YouTube Gmail Chrome Banco do
Brasil
Twitter Google
Source: eMarketer, “What’s Up Among Brazil’s App Users?”

7. It’s challenging the
telecommunication business model.

8. 55xThe price of texting in
Brazil versus the US.
Texting in Brazil.
Source: Activate, “The messaging boom is about price”.

9. But Brazilians always liked texting.
Oi website. Claro website. Tim website.

10. So users turned to WhatsApp.

11. Businesses
on WhatsApp.

15. Small business owners tend to
transfer their personal behaviors
to their businesses.

16. “I already use WhatsApp to talk to all
of my friends and acquaintances.
Why not customers too?”

17. Using WhatsApp to talk to costumers.
96%SMB owners use WhatsApp to
talk to customers.
30%SMB owners use WhatsApp as the
primary way to talk to customers.
Source: User interviews.

18. Other social media used.
78%are on Instagram.
96%are on Facebook.
30%are on Twitter.
Source: User interviews.

19. Ways businesses use WhatsApp.
1. One-on-one customer service.
2. Community building.
3. Text-to-shop.
4. Internal communications.

20. Ways businesses use WhatsApp.
1. One-on-one customer service.
2. Community building.
3. Text-to-shop.
4. Internal communications.

21. “I can interact for free with my clients
in a platform they already use.”
WhatsApp user, full time saleswoman.

22. Fastest way to talk
to customers.
Natural behavior for small business owners.

23. Fastest way to talk
to customers.
Natural behavior for small business owners.

24. Fastest way to talk
to customers.
Natural behavior for small business owners.
And large companies.

25. Fastest way to talk
to customers.
Natural behavior for small business owners.
And large companies.
And government agencies.

26. Fastest way to talk
to customers.
Natural behavior for small business owners.
And large companies.
And government agencies.

27. The natural place to have a
conversation with your customer.
WhatsApp replaces:
• Phone
• Twitter
• Email
• CRM software
One-to-one
costumer
service.

28. Ways businesses use WhatsApp.
1. One-on-one customer service.
2. Community building.
3. Text-to-shop.
4. Internal communications.

29. Direct messages only tell half the
story of WhatsApp in Brazil.

30. WhatsApp groups.
17average number of groups a
Huge Rio employee is part of.
Source: User interviews.

31. The preferred way to share memes,
jokes and funny videos.

32. Classmates.
Family members.
Colleagues who are into climbing.
Band fans going to the concert.
Moms of the neighborhood.
Building a
community
around a topic
through group
texts.

33. Gym membership
✓ Join WhatsApp group

35. A close and safe place to geek out.
WhatsApp replaces:
• Tumblr
• Facebook groups
• Message boards
• Slack
Community
building.

36. Ways businesses use WhatsApp.
1. One-on-one customer service.
2. Community building.
3. Text-to-shop.
4. Internal communications.

37. From first contact to conversion.

38. Using WhatsApp to receive orders.
73%SMB owners use WhatsApp to
receive orders
10%SMB owners use WhatsApp as the
primary way to receive orders
Source: User interviews.

39. The perfect combo for
small businesses:

40. Instagram is your window. WhatsApp is your register.

41. Instagram is your window. WhatsApp is your register.

47. “It’s the fastest way to put in an
order – and you don’t even have
to download anything!”
WhatsApp user, full time baker.

48. Commerce through messaging.
WhatsApp replaces:
• WooCommerce
• Shopify
• SquareSpace
• Phone
Text-to-shop.

49. Ways businesses use WhatsApp.
1. One-on-one customer service.
2. Community building.
3. Text-to-shop.
4. Internal communications.

50. Get your company on the same page.
Faster and friendler than email.

51. “We have a group for our
executives and our PR firm.
It’s great for emergencies.”
WhatsApp user, startup founder

53. Get everyone on the same page.
WhatsApp replaces:
• Intranet
• Email
• Slack
Internal
Communications.

54. Ways businesses use WhatsApp.
1. One-on-one customer service.
2. Community building.
3. Text-to-shop.
4. Internal communications.

55. Truly mobile first.
Your costumers are already on it 24/7.
It’s simple enough even for the least
savvy of users.
It’s personal.
Everybody reads texts. Quickly.
Why this is
happening.

56. Open rates on different platforms.
22%Email open rate.
7%Facebook organic reach.
98%SMS open rate.
Source: Adweek, MailChimp, Dynmark.

57. Truly mobile first.
Your costumers are already on it 24/7.
It’s simple enough even for the least
savvy of users.
It’s personal.
Everybody reads texts. Quickly.
Why this is
happening.

58. This represents a shift in how customers
expect to connect with brands.

59. Digital marketing is
shifting to focus on
direct messaging.

60. How will you do it?

61. How you should use direct messaging for your business.
1. One-on-one customer service.
2. Community building.
3. Text-to-shop.
4. Internal communications.

62. How you should use direct messaging for your business.
1. One-on-one customer service.
2. Community building.
3. Text-to-shop.
4. Internal communications.

63. How you should use direct messaging for your business.
1. One-on-one customer service.
2. Community building.
3. Text-to-shop.
4. Internal communications.

64. How you should use direct messaging for your business.
1. One-on-one customer service.
2. Community building.
3. Text-to-shop.
4. Internal communications.

65. How you should use direct messaging for your business.
1. One-on-one customer service.
2. Community building.
3. Text-to-shop.
4. Internal communications.
5. Campaigning.

66. This is the place to be available
when your user asks for you.
This is not the place to push content.

67. Don’t start conversations.

68. Don’t share unsolicited content.

69. Amplifying your brand through messaging.
Native content for
group messaging.
Provide a service.

70. Amplifying your brand through messaging.
Native content for
group messaging.
Provide a service.

71. Create native content ready to be
shared on group messages.
Memes, jokes, funny videos.

72. The brand is just a player
in the background.
Users are OK with sharing branded
content if it’s funny and appropriate.

74. Have a repository of messaging friendly content.

75. Amplifying your brand through messaging.
Provide a service.Native content for
group messaging.

76. Amplifying your brand through messaging.
Provide a service.Native content for
group messaging.

77. Remember: Direct messaging is a
great tool for customer service.

78. Give value to your customers through
direct messaging.
Timing
When does your customer
use your product?
Help
Is there anything you
can do to help?
Enjoy
Everybody wins!

79. Let’s say you’re a beer company.
Timing
When does your customer
use your product?
Help
Is there anything you
can do to help?
Enjoy
Everybody wins!
Guy buys beer for
Super Bowl party.
You offer football themed
recipes and treats through
messaging.
Awesome Super Bowl
party ensues.
Beer icon by Sergio Barros from the Noun Project.

80. Amplifying your brand through messaging.
Provide a service.Native content for
group messaging.

81. How you should use direct messaging for your business.
1. One-on-one customer service.
2. Community building.
3. Text-to-shop.
4. Internal communications.
5. Campaigning.

82. Take aways.

83. #1.
Direct messaging is the next
frontier for digital marketing.

84. #2.
Facebook was very smart.

85. #3.
Listen and offer support first.

86. #4.
Never start conversations.

87. How will you do it?

88. Thank you. Questions?
Fernanda Saboia
@saboia
fsaboia@hugeinc.com
http://medium.com/@fernandasaboia