BBM Channels: Leveraging for Mobile Advertising

BBM Channels

Leveraging For Mobile Advertising

Terragon Media Research

• Brands can create posts & add images, up to 400 characters of

text and can link readers to their actual website for the latest

products, services and activities on-going.

• A menu bar keeps track of any Channels that the brands own,

ones they can subscribe to and also some featured Channels

from Blackberry (all free).

• Because BBM was designed for mobile from the start, the

navigation and user interface are comfortable and reader

friendly.

Engage:

Brands can Build an intimate and loyal followership by sharing their

updates and posts with the immediacy and reliability of BBM.

Interact:

Subscribers can Participate in a brand’s channel by adding

comments, and liking and sharing the brand’s posts.

Measure:

Brands can Monitor the activity in their channel so as to improve the experience for their subscribers

and drive engagement.

BBM CHANNELS

WHAT IS BBM CHANNEL?

• BlackBerry first introduced the BBM Channels in May of 2013,

touting it as a way for businesses and celebrities to better

connect with their fans. The feature hit BlackBerry 10 first and

recently made its way to Android and iOS.

• Best described as a little bit of Twitter, Facebook and Instagram

all in one place. It's like having your own mini blog.


WHY BRANDS NEED IT

• BBM Channels enables brands to effortlessly

target, reach and be discovered by the most

active instant messenger users across

BlackBerry®, iPhone® and Android™; to spark

a conversation in real time with their audiences

• Hence, brands can communicate to an always

on, mobile audience through live updates,

immersive content and time-sensitive offers.

• Brands can stand out from the crowd both on

the smartphone or via the web in just a few

minutes and brand visibility to millions of

devices and BBM users can be achieved.

• It will serve as a new weapon in brands social

marketing attack… Stop Broadcasting, Start

Interacting!

…Stop Broadcasting, Start Interacting!

BBM Channels…


Many celebrities, sports figures and brands havestarted to embrace BBM Channels as a new way tointeract with their fans and customers; e.g. TELUS,Red Bull, Disney and even Coca-Cola are getting in onthe fun of channels.

Here's a list of some of the top brands already usingBBM Channels…

BBM Channels has only been in use for a mere 8months and already comprises of half a millionchannels, according to BlackBerry’s Year-End andFourth Quarter Fiscal 2014 Results conference call.

BBM Channels is an overlooked, under advertised butcuriously embedded feature within the BBM app.

WHICH BRANDS USE IT


ORGANIC DISCOVERY:• Publish the Brand’s QR code by printing or posting the Brand’s BBM QR code to her

marketing collateral and social networks.• Tell everyone you’re on BBM Channels by posting your PIN. To find your BBM

Channels PIN, tap your BBM Channels Profile Image and find the 9-digital/ alphanumeric code starting with the letter “C”.

• Encourage your network to share: Invite your personal BBM contacts and tell your followers how to invite other people into your Channel.

• Post great content: Great content leads to more sharing which means more followers.

PAID DISCOVERY:• Featured Channels: Premium placement in the Featured Channels pane of BBM –

the entry point for all Search and Discovery of Channels.

• Sponsored Updates: Engage prospective subscribers directly in their BBM “timeline” of Recent Updates. Guaranteed delivery, and guaranteed “on-glass” placement of your content to ensure view-ability.

• Sponsored invites: Send limited, exclusive invites to your target audience to join your Channel.

HOW TO GROW A BRAND’S LIST


Feature Placements: BBM Channel owners can buy a space on the FeaturedChannels tab to promote their own channel.

Sponsored Invites: Using characteristics like age and interests, channel owners caninvite users to join their community. The invitations will clearly be marked assponsored content, and if the user declines the invitation, he or she won't receiveany further invitations from that channel. BlackBerry expects to limit the number ofsponsored invites that are sent to a user to three per month.

Sponsored Posts: BBM Channel owners can place sponsored posts within a user'sfeed of BBM Contacts and BBM Channel updates. The posts will be labelled as beingsponsored. If a user doesn't want to see any further content from that channel, heor she can block future sponsored updates from it.

BlackBerry also says that users can set their Update filters to only show contentfrom their Contacts in order to avoid Sponsored Posts altogether.

Mercedes for example offers vouchers to subscribers using through their BBMChannel,”- The channel currently has over 118,000 followers

ADVERTISING ON BBM CHANNELS


HELP USERS FIND BRAND’S CHANNEL: BBM Channels offers many ways for the brand audience to find her—throughSearch, the Featured Channel pane, re-posts and personal invitations from BBM Contacts. Also, by adding theChannel PIN or QR code to brand’s promotions and social assets, people can be redirected straight to your Channel

PROMOTES BRAND’S CHANNEL TO BBM USERS: With paid placement on the BBM Featured Channel pane, Brandscan get noticed. This offers brands the chance to benefit from premium placement at the entry point for all searchand discovery of BBM Channels. Brands can choose to message a specific target with sponsored invites and posts, sothey can catch their audience’s attention.

MEASURE BRAND’S CHANNEL: Robust measuring tools offer unique, real-time insights into brand’s audience’sengagement with her content. For every post, brands can see the number of followers, total Channel visits, likes andcomments—all from one dashboard and can drill deeper with stats on delivered and read information for each post.

MANAGE BRAND’S CHANNEL: From setting up the Channel to creating posts, editing newsfeed and reviewinganalytics, Brands have the freedom to choose how they access their information. Choose to manage their Channel viatheir devices on the go, or through a web console. Brands can even take it a step further and purchase theBlackBerry® Social Media Console™ to benefit from a fully integrated dashboard with Facebook, Twitter, Google+ andYouTube, helping them stay on top of their networks.

CHANNEL MANAGEMENT


Victor NkwochaTerragon Research & Strategy Unit98A, Island Way andDolphin Estate,Ikoyi,[email protected](M)+234 8166869455, +23408150915992(L) +2348140000029www.terragonltd.com

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