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Head of APAC Marketing, Hubspot

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Head of APAC Marketing, Hubspot I’m James Gilbert @jatgilbert Head of APAC Marketing, HubSpot @jatgilbert | #Inboundpartnerday | @HubSpot @@jatgilbertjatgilbert || ##InboundpartnerdayInboundpartnerday || @@HubSpotHubSpot TODAY’S AGENDA! Messaging App vs Social Network @@jatgilbertjatgilbert || ##InboundpartnerdayInboundpartnerday || @@HubSpotHubSpot Wechat and its inspiration to Facebook messenger MESSAGING CAPPSonnecting the rise of mobile and death of app downloads @@jatgilbertjatgilbert || ##InboundpartnerdayInboundpartnerday || @@HubSpotHubSpot Internet Usage (Engagement) = Solid Growth…+4 Y/Y … Mobile > 3 Hours / Day per User vs. <1 Five Year Ago, USA Mobile traffic continues to rise Source: @jatgilbert | #Inboundpartnerday | @HubSpot Interacting with the web on mobile is hard, apps were designed to make this better @jatgilbert | #Inboundpartnerday | @HubSpot App downloads are declining and messaging platforms are the dominate applications 2011 2017 Angry Birds iBooks WhatsApp Viber Facebook Angry Birds Facebook Snapchat Seasons Messenger Skype Fruit Ninja Instagram WeChat Angry Birds: Rio Talking Tom Facebook Spotify Facebook Google Maps Twitter Facebook Lite Messenger Lite @jatgilbert | #Inboundpartnerday | @HubSpot @jatgilbert | #Inboundpartnerday | @HubSpot Global monthly active users for the top 4 messaging apps and social networks, in millions Messaging app surpasses social network Source: Companies, Apptopia, TechCrunch, BI Intelligence estimates, 2017 @jatgilbert | #Inboundpartnerday | @HubSpot And these conversations are moving to be between business and there customers Source: Intercom @jatgilbert | #Inboundpartnerday | @HubSpot Chat has emerged as the centre of the mobile universe @jatgilbert | #Inboundpartnerday | @HubSpot WeChats Inspiration to Facebook Messenger @@jatgilbertjatgilbert || ##InboundpartnerdayInboundpartnerday || @@HubSpotHubSpot $49 nil Users $1,800 1,000 Users are nice, 800 revenue is better 600 Messaging apps, monthly average users Q1 2016, $m 400 Mobile revenue, $m 200 @@jatgilbertjatgilbert || ##InboundpartnerdayInboundpartnerday || @@HubSpotHubSpot Even nicer when this revenue continues to grow % of WeChat users making e-commerce Channels through which users made purchase through WeChat e-commerce purchase 31% Links to other apps JD Mall featured 22% within WeChat 32% 15% 23% Group chats or % of surveyed WeChat users WeChat % of surveyed friends circle 23% WeChat public 2015 2016 accounts Source: McKinsey’s 2016 China Digital Consumer Survey Report @jatgilbert | #Inboundpartnerday | @HubSpot WeChat and it’s inspiration to Facebook Messenger @jatgilbert | #Inboundpartnerday | @HubSpot WeChat and it’s inspiration to Facebook Messenger 2015 2017 Features offered Finance E-commerce Digital content Online-to-offline services Advertising WeChat Facebook Messenger @jatgilbert | #Inboundpartnerday | @HubSpot Growth and focus of FB messenger @@jatgilbertjatgilbert || ##InboundpartnerdayInboundpartnerday || @@HubSpotHubSpot Current focus for FB messenger Built the infrastructure Seeded the developer community Helping marketers @jatgilbert | #Inboundpartnerday | @HubSpot Facebook Messenger users 1.3 billion Billion Growth of 1.4 1.2 FB messenger 1.1 0.8 0.6 0.4 0.2 0 April Nov Mar June Jan April July April Sep 2014 2014 2015 2015 2016 2016 2016 2017 2017 @jatgilbert | #Inboundpartnerday | @HubSpot Growth of FB messenger 2.4 70 billion million messages business exchanged pages @jatgilbert | #Inboundpartnerday | @HubSpot @jatgilbert | #Inboundpartnerday | @HubSpot 1.3 Billion, that is a lot of people, how are marketers reaching them? @@jatgilbertjatgilbert || ##InboundpartnerdayInboundpartnerday || @@HubSpotHubSpot Lead generation Conversational form Convenience High engagement Mobile-first rates for nurturing @jatgilbert | #Inboundpartnerday | @HubSpot Events Real time comms View agenda at scale Learn about Book time products with sales Participate in Feedback Q&A panels & questions @jatgilbert | #Inboundpartnerday | @HubSpot Customer Service Connect instantly Live information Saves time No need for an app and budget @jatgilbert | #Inboundpartnerday | @HubSpot Ecommerce No need for Conversational an app interface In-Messenger Less barriers payments to purchase Personalized experience @jatgilbert | #Inboundpartnerday | @HubSpot What about the results? @@jatgilbertjatgilbert || ##InboundpartnerdayInboundpartnerday|| @@HubSpotHubSpot Results Events GwH Melbourne GwH Sydney Attendees to the event 340 912 People enrolled on the day 114 430 Average open rate during the day 93.86% 78% Meetings booked on the day 4 65 Meetings booked as a % of people enrolled 3.5% 15.1% @jatgilbert | #Inboundpartnerday | @HubSpot Results Paid Via Messenger Via Landing Page Improvement Click → Submission rate 11.21% 3.79% 296% Cost per FB subscriber $0.93 N/A - Cost per lead $4.77 $22.75 477% Cost per MQL $11.69 $46.25 396% @jatgilbert | #Inboundpartnerday | @HubSpot Results Email supplement/complement Broadcast Email 4 week performer 4 week performer ImprovementImprovement Open rate 79.57% 32.82% 242%242% Click rate 12.77% 2.10% 609%609% MQL/Delivered 0.07% 0.01% 694%694% @jatgilbert | #Inboundpartnerday | @HubSpot Why you need to connect it to your CRM @@jatgilbertjatgilbert | | #Inboundpartnerday#Inboundpartnerday| | @@HubSpotHubSpot Why you need to connect it to your CRM Continue Past Conversations Enhance Live Conversations Provide a Remarkable Experience @jatgilbert | #Inboundpartnerday | @HubSpot Why you need to connect it to your CRM @jatgilbert | #Inboundpartnerday | @HubSpot Messenger is just one part of Facebooks Ecosystem @@jatgilbertjatgilbert || ##InboundpartnerdayInboundpartnerday|| @@HubSpotHubSpot 2017 WhatsApp Viber Did anyone notice Facebook Snapchat anything about Messenger this slide? Instagram WeChat Facebook Spotify Facebook Facebook Lite Messenger Lite @jatgilbert | #Inboundpartnerday | @HubSpot FB messenger is just the beginning, the FB ecosystem is a beast Billion @@jatgilbertjatgilbert || ##InboundpartnerdayInboundpartnerday || @@HubSpotHubSpot FB messenger is just the beginning, the FB ecosystem is a beast Million @@jatgilbertjatgilbert || ##InboundpartnerdayInboundpartnerday || @@HubSpotHubSpot FB messenger is just the beginning, the FB ecosystem is a beast Billion @@jatgilbertjatgilbert || ##InboundpartnerdayInboundpartnerday || @@HubSpotHubSpot @jatgilbert | #Inboundpartnerday | @HubSpot.
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