- Posted by Mihir
- On March 2, 2015
- 0 Comments
- anonymous mobile apps, digital technology, emerging mobile apps, social media conversations, social wavelength
This episode covers Insights on some up and coming technologies, the rise and hype of Instant Messaging apps, why anonymous messaging may not be really anonymous and also how to market your brand on Whatsapp.
Social Wavelength Conversations
- Today’s Podcast will share on what are the new things that are happening in Digital and Social Media space.
- The emergence of the anonymous communication networks is one of new interesting developments happening in the digital space. Secret and Whisper are some of the popular ones in this network.
- Initially when this concept about anonymous networks came to light, Sanjay had his doubts on whether this concept had the ability to go big. Now, he admits that the platforms under this network have got decent traction and their presence is something that can’t be denied.
- Secret– Once you log in, Secret will access your contact list, from your contact list or Facebook if logged in via Facebook, to create an anonymous feed of your friends. Every time a friend of yours shares a secret, you’ll receive a notification, though you won’t know who the secret-sharer is.
- The app has got tremendous traction in India over the last 2-3 months with many users using the app on a daily basis.
- The platform aims at letting people release what they feel and want to say.
- The content which gets shared usually borders around sexual content or critics of social influencers venting out against them, unhappy employees voicing their opinions, & start-up entrepreneurs asking about VCs, i.e. content which won’t be shared publicly.
- Sanjay suggests brands to not worry about what people have to say about them in these networks as genuine complaints have always found their way on various social networks. What will be found on these anonymous apps will not be constructive complaints but simply brand slandering.
- A user of these anonymous apps can’t really rest assured that his posts will not be pointed back at him.
- One of the things to understand for these app users, especially those who’re not really tech enthusiasts is that the user is anonymous only on the front end, but in the backend, the app must be capturing data about you and forming a profile on you.
- These data can and will be shared if the US government issues a subpoena for accessing these records which makes the conversations on these apps not really secretive. This article mentions data from Whisper is accessed by FBI, CIA and the US department of defense.
- With Truecaller & recently Dropbox and CurrentC being hacked, data from Secret and Whisper too are susceptible to being hacked as private data of users are stored on a cloud based system.
- Snapchat is a photo messaging application where users can take photos, record videos, add text and drawings, and send them recipients added via your own phone contacts or add them by their Snapchat i.d.
Snapchat claims that they don’t store user information in their servers and snaps (content) are instantly deleted once transferred.
- Brands with the ability to create a lot of visual content have used snapchat to target Snapchats young user base. There have been store brands who snap what’s new in a store or brands giving flash sales via that medium.
- Snapchat has changed the way communication happens. Before Snapchat, image communication wasn’t into play or practice as communication was primarily always done via words.
- Whatsapp- Whatsapp has been around some time. It gained popularity with it’s no advertising policy.
- Whatsapp has the ability and reach to make good content viral via its groups and broadcast feature. The message to brands who want to use Whatsapp as a medium to advertise is to make good content and see them go viral.
- In Whatsapp, there is this challenge for measurability where a brand can’t come to know how many views happened, i.e. how many people did see your content.
- But, one way around this is to make the link which directs Whatsapp users to your content measurable. By having a certain percentage CTR, you can roughly know how far your content reached.
- According to Sanjay, one of the ways Facebook can justify its 21 Billion worth of acquisition of Whatsapp is by studying Whatsapp users who’re very sticky on this platform and then reaching out to them on Facebook.
- By studying them, Facebook will know exactly who the user is, what they want and what are they most likely to do. That amounts to huge values in advertising terms.
- Facebook has become a platform where a brand has to pay to reach their audience and organic reach is becoming a fad.
- Sanjay justifies this decline in organic reach with the simple fact that unlike some years back, a user has around thousand friends, has liked around 500 pages over time. This is why a brand message goes to around 2% of its fans organically.
- This reach is also dependant on certain algorithms like, how much has a fan or his friends have interacted or connected with the brands content. Facebook has driven to make the newsfeed as relevant as possible for their user to improve their stickiness to Facebook.
- Thus, if a Brand wants to reach their audience, it’ll no longer be a free ride but Facebook does provide very sharp targeting to reach your target audience in their advertising which has proven to have good ROI.
- We would love to get suggestions on what you would like to know or to get covered on Digital / Social Media, in future episodes of this podcast.
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