The Power of LINE @

THE POWER OF LINE@FOR B2B MARKETING IN THAILAND

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“WHY DIGITAL MARKETING BECOMES SO IMPORTANT FOR B2B MARKETING IN THAILAND ?

”LET’S TAKE A LOOK !

HALF OF THAI POPULATION USE SOCIAL MEDIA, 89% ACCESS THROUGH MOBILE

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Total Population Active Internet Users

Active Social Media Users

Mobile Connections

Active Mobile Social Media

Users

68.05million

38 million

38 million

82.78 million

34 million

Urbanisation 52%

Penetration 56%

Penetration 56%

vs Population 122%

Penetration 50%

LINE BECOMES THE SECOND ACTIVE SOCIAL PLATFORMS IN 2016

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Facebook

LINE

Facebook Messenger

Google+

Instagram

Twitter

Pinterest

Whatsapp

Skype

Linkedin 10

10

11

11

14

19

22

28

29

32

18.6Average

Top Active Social Platforms in ThailandUnit: Percentage

Source:

40% OF MOBILE USERS USE MOBILE MESSENGERS

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Percentage of the population using mobile Messengers

33%

33%

30%

32%

40%

Percentage of the population watching videos on mobile

Percentage of the population playing games on mobile

Percentage of the population using mobile banking

Percentage of the population using mobile map services

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“LET’S CONSIDER COMMON PROBLEMS AMONG B2B MARKETERS AND SEE WHY B2B IN THAILAND NEED DIGITAL PLATFORMS ESPECIALLY LINE@

”

COMMON PROBLEMS AMONG B2B MARKETERS

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01

02

03

04

Lack of end-users database

Can’t communicate directly to end-users

Don’t know end-user’s behaviour and preferences

Do not have high negotiation power towards other parties in value chain

THIS IS WHY LINE@ COULD HELP B2B MARKETERS TO SOLVE COMMON PROBLEMS

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Keep customer database through followers

Communicate directly to end-users by using broadcast function

Conduct basic poll and survey through survey function to

observe end-user behaviour

Gain negotiation power by providing promotion though coupon function

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“4 KEY POINTS B2B MARKETERS NEED TO UNDERSTAND BEFORE START USING LINE@

”

UNDERSTAND LINE USERS BEHAVIOR

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12

34

Prefer short content, not too long. Easy to understand in a few minutes

Immediately ignore long content, if users feel it’s too long

Prefer photo and sticker function rather than texts

Twice reading. First reading is on the screen and second is when users go into chat page

LINE USERS JOURNEY

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B

C

D

E GF

AAWARENESS

RESEARCH

PRE-PURCHASEDECISION PURCHASE

POST-PURCHASE

RECOMMEND TO FRIEND

Line users seeks product and

usage review via website such as blog, webboard

Line users perceive product via social media

platforms

Decision depends on

social sphere

Lines user get into product

website to check where to buy, store location, inventory, and

payment system

Make a purchase

Experience product (good/

bad)

Make a recommendation through website, blog, and word-

of-mouth

is used to support awareness through broadcast, build trust for decision making, and keep customer in post-purchase stage

LINE@ LIMITATIONSPull and push marketing can’t be done by only LINE@ !

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“ LINE@ can’t stand alone and access to end-users. Other digital platforms need to be used to introduce LINE@ account ”

LINE@ can’t do push marketing like Facebook LINE@ can’t do pull marketing like website

End-users in LINE@ come from follower which B2B marketer couldn’t customised customer criteria before broadcast message like Facebook. Chatting is also not permitted

End-users in LINE@ can’t search LINE@ through internet like website for pulling customer. Other platforms is needed to be used as the bridge to link with LINE@

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“10 FUNCTIONS IN LINE@ THAT B2B MARKETERS SHOULD KNOW

”

LINE@ FUNCTIONS FOR B2B MARKETING

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01 CHAT 1-1 Account owner has to wait for end-users to initiate the chat, can’t start the conversation

02 AUTOREPLY 1.) Greeting message2.) Autoreply keyword

03 BROADCAST Broadcast message/photo to multi-accounts (followers)

04 TIMELINE Sharing content, promotion, product, etc.

05 ACCOUNT PAGE Used as E-brochure/ Product catalog

06 RICH MESSAGE Sending photo with link or message (can add up to 6 website links and need to use with broadcast function)

07 COUPON/EVENT Used as promotion and event channel (need to used with broadcast function)

08 PRIZE DRAWING PAGE Commonly used with coupon and broadcast function

09 PROMOTION PAGE Used to inform sales promotion to user (need to use with broadcast function)

10 POLL & SURVEY Used to observe customer behaviour and insight to develop product and promotion (need to use with broadcast function)

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“9 TECHNIQUES TO DO MARKETING VIA LINE@

”

1. LINE@ LOYALTY PROGRAM

Change from ‘member’ to ‘follower LINE@‘ by adding LINE@ account

Provide promotion such as discount coupon after adding LINE@ account

After customer turn to follower, the list database become bigger

and used to inform promotion

2. LINE@ PRIZE DRAWING CAMPAIGN

Create online/offline activities or set up target

sales per customer

Provide discount coupon/ product for customers join event

or purchase at target sales

Online activities can be done by set up question and auto reply

keyword for answer choice

Prize drawing campaign message can be greeting

message or broadcast

3. LINE@ E-BROCHURE

Put general information in account page

Adjust content setting to E-brochure by putting

product details

Broadcast message to followers and inform about product in E-

brochure

4. LINE@ PROMOTION PAGE

Add tag in the at same product category

Require users some action such as adding/share content

before providing promotion

Broadcast message to followers and inform what are promotion

available in LINE@

5. LINE@ BROADCAST TO TIMELINE

Create content, promotion, and coupon

Always broadcast with photo and attached rich message in

the link

Broadcast to timeline is used to increase post engagement in

timeline

6. LINE@ BROADCAST RICH MESSAGE

Always broadcast by using large photo

Attached link in the photo containing message you

would like to deliver

Only long message is beneficial to use with rich message since it

can link to website

7. LINE@ STATISTIC CHECKING

Remember that there will be someone who block account

after broadcast message

Always check the number of user who block in each day

and investigate cause

Always check the number of additional follower in each day and check what you’ve done

8. LINE@ POLL & SURVEY

Create coupon for survey prize

Create poll & survey and attach coupon for those who

answer the question

Set up poll and survey is useful to gain consumer insight and

behaviour

9. LINE@ ONLINE CALL CENTRE

Use auto reply key word as main function

Set up question mapping for creating online call centre

Always use number as answer for user’s convenience

LINE@ CAMPAIGN SAMPLE

LINE@ CAMPAIGN SAMPLE

ANY QUESTION?

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LINE us: @canvassco