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What’s Up, WhatsApp? Wie man die strategische Nuss WhatsApp knacken kann.

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WhatsApp ist schon lange unter uns und setzt trotz aller Skepsis und threema Fans seinen Siegeszug fort. Auch übergreifend sind Messenger die am schnellsten wachsenden Social Apps. Diesem Wachstum zu Grunde liegt ein Bedürfnis nach geschlossener Kommunikation, das tief im Leben der Nutzer verwurzelt ist.
Trotzdem werden WhatsApp und Co von Unternehmen weitestgehend stiefmütterlich behandelt. Woran liegt das? Fehlt uns allen einfach die Fantasie oder funktionieren die gelernten Facebook Taktiken hier grundlegend anders? Wir werfen einen Blick auf die Potenziale von Messengern und im speziellen WhatsApp, diskutieren Best Practices und Erfolgscases und möchten inspirieren, wie die strategische Nuss WhatsApp zu knacken ist.

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What’s Up, WhatsApp? Wie man die strategische Nuss WhatsApp knacken kann.

  1. 1. ALLFACEBOOK MARKETING CONFERENCE WHATSUP WHATSAP?
  2. 2. ALLFACEBOOK MARKETING CONFERENCE WhatsUp WhatsApp? Wie man die strategische Nuss WhatsApp knacken kann. Vortrag von Philipp Thurmann (Geschäftsführung Strategie) und Klaus Breyer (Geschäftsführung Technologie) buddybrand GmbH Seite 2
  3. 3. WhatsApp ist der beliebteste Messenger. Der Markt ist stark von Local Playern geprägt. Seite 3 Quelle: Techchrunch Feb 2014
  4. 4. WHATSAPP QUICKFACTS WhatsApp MAU (Welt): 600.000.000 Anteil DAU: 70% Neue Nutzer pro Tag: 1.000.000 Messages pro Tag: 19.000.000.000 Geteilte Fotos pro Tag: 700.000.000 Quellen: blog.whatsapp.com Apr. 2014, newsroom.=.com Feb. 2014, thenextweb.com Aug. 2014, venturebeat.com Feb. 2014 Seite 4
  5. 5. Ein Kind des digitalen Wandels: Marketeers müssen so schnell sein wie die User. Seite 5 Quelle: Techchrunch Feb 2014
  6. 6. „Connect to 4-5 billion people Ein Kind des digitalen Wandels. Marketeers müssen so schnell sein wie die User. Seite 6 Quelle: Techchrunch Feb 2014 within the next 5 years“ für 19 Mrd. $. Mark Zuckerberg Feb. 2014
  7. 7. WHATSAPP PRINZIP: PRIVATE KOMMUNIKATION Seite 7 Social Networks: (oft) Weak Ties, Offene Kommunikation Messenger: Strong Ties, Geschlossene Kommunikation
  8. 8. Der deutsche SMS Markt bricht zusammen 2012: 2,8 Mrd Umsatz, 2014: 1,3 Mrd, 2016: 0? Seite 8 Quelle: WirtschaEswoche, Okt.2014 hGp://www.wiwo.de/unternehmen/it/neue-­‐ marktstudie-­‐zur-­‐telekommunikaLon-­‐der-­‐ markt-­‐fuer-­‐sms-­‐bricht-­‐zusammen/ 10900634.html
  9. 9. Stark im deutschen Markt Quelle: Focus / hGps://de.wikipedia.org/wiki/WhatsApp Die Deutschen lieben WhatsApp. Seite 9 Quelle: Focus 16/2014, Darstellung Wikipedia
  10. 10. Bild Leser chatten mehr. Der Nutzen übersteigt die Datenschutzbedenken. Quelle: Bild.de Feb. 2014 Seite 10
  11. 11. Finde die Chance! Wie können wir WhatsApp für Marken nutzen? Seite 11
  12. 12. ONE TO ONE Dialog und persönliches Markenerlebnis Seite 12
  13. 13. Absolut Vodka Challenge Türsteher Sven gibt der Marke auf WhatsApp eine Stimme... Seite 13
  14. 14. Absolut Vodka Challenge Und bekommt eindeutige Angebote Bodyguard Sven gibt der Marke auf WhatsApp eine Stimme Seite 14
  15. 15. ...und verrückte Videos seiner Fans Seite 15
  16. 16. Hellmanns WhatsCook Echte Hilfe von echten Köchen Seite 16
  17. 17. WhatsApp nach dem Abi? Studieren in Fernost beantwortet deine Fragen. Seite 17
  18. 18. ONE TO MANY Mit Push Notifications in den Alltag der Nutzer. Seite 18
  19. 19. Klik says: Und aktiviert WhatsApp Gruppen. Seite 19
  20. 20. Mediaset Spanien: Alle WM Tore der Roja über Broadcastlisten... Seite 20
  21. 21. Mehr als eine Linkschleuder: Dialog und News vom SRF Seite 21
  22. 22. MANY TO MANY Die Shareability von Content in WhatsApp erhöhen Seite 22
  23. 23. WhatsApp Share Button FTW! Teile Sport News mit interessierten Freunden Seite 23
  24. 24. Mehr Mobile Shares als über Twitter! Quelle: FTW, Mai 2014 Seite 24
  25. 25. Mehr Mobile Shares als über Twitter! Show your Emotions! Polarbär Emoji Downloads von Coca Cola Quelle: FTW, Mai 2014 Seite 25
  26. 26. Share your passion: Screenshots von Vampire Diaries Voanu fWnehhamtseAnp upn zdu v VerosiecnedAepnp ! Unfuckingfassbar! Erstelle eigene Kult-Sprüche. ( unter the-voice-of-germany.de/memes ) Seite 26
  27. 27. WAS IST MÖGLICH? Seite 27
  28. 28. ÜBERBLICK WHATSAPP TOOLSET ü Text-, Bild-, Video- und Tonnachrichten ü Nutzerprofil ü Gruppenchats ü Broadcastlisten ü Sharebutton ? Telefonieren ? API Seite 28
  29. 29. WERBERICHTLINIEN „We‘re not interested in bombarding our users with: ‚Hey, play this game, play this game‘. It gets annoying, it gets in the way of messaging and it gets in the way of staying in touch with people who are important to you“ Seite 29 Jan Koum, WhatsApp CEO, Feb. 2014
  30. 30. FACEBOOK‘S 10 JAHRESPLAN Quelle: hGp://allfacebook.de/allgemeines/das-­‐ist-­‐facebooks-­‐ambiLonierter-­‐10-­‐jahres-­‐plan Seite 30
  31. 31. ONE TO ONE ONE TO MANY MANY TO MANY Seite 31
  32. 32. Danke! @buddybrand Seite 32
  33. 33. IMPRESSUM Seite 33 buddybrand GmbH Rudi-Dutschke-Straße 26 10969 Berlin Philipp Thurmann E: pt@buddybrand.de T: +49 30 446 779 3-12 FB: fb.com/philipp.thurmann Xing: xing.com/profile/Philipp_Thurmann Klaus Breyer E: kb@buddybrand.de T: +49 30 446 779 3-10 FB: fb.com/klaus.breyer Xing: xing.com/profile/Klaus_Breyer Die in dieser Präsentation dokumentierten Gedanken und Ideen sind stets Eigentum der buddybrand GmbH. Der gesamte Inhalt ist durch das deutsche Urheberrecht geschützt. Eine auch nur auszugsweise Nutzung oder Weitergabe an Dritte bedarf in jedem Fall der ausdrücklichen, schriftlichen Genehmigung durch die buddybrand GmbH.

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