Name: Most People Still Communicate Via Text Messaging
Uploaded: 2016-06-10
Duration: 3 min 56 s
Description: They spend 86% of their phone time texting.

We look at our phones a 150 times a day. So we look at our phones a 150 times a day. If I'm actually texting you, and you actually care about the message that I have for you. Which is, hey, I'm performing. We literally tied this at a pop- up store And they said, look Ryan, this is too powerful, we will only let you send the text 30 minutes before because we don't want people to come and overrun the place, right? And we still have 450 people show up in the middle of SoHo and and it was an ASAP Ferg performance and everybody thought it was my, I was opening for Ferg, everyone thought it was my performance, because that's the power- Yeah, you got him in a lot of trouble. Yeah, yeah, that's the power of text but I need more context right? So a lot of times when you think about it, a lot of sort of customer service tools, they're not bringing in enough information about the people who are messaging. So somebody might text [ UNKNOWN ] and say hey [ UNKNOWN ] how do you feel about parents you know? Should parents be able to read Their children's text if they're under 14 right? And Bonham might give some great advice but unless he has some context about where that person is writing from when he comes into a book signing in that city he won't be able to reach back out to that person and say hey look you asked me that question, I'm actually doing a workshop today. I'm signing books at the Barnes and Nobel. That's what's possible with technology. And, I don't care what the platform is like is saying, I think messaging really is the future. I see what you are doing, especially with artists and celebrities. If you're promoting a book, it makes perfect sense. But where does PRM go and messaging go beyond that. Doesn't it get annoying if, Speaker 1: Everybody and every brand is communicating via text. Doesn't that just kill text the some way other apps did. Speaker 2: Yeah, we are going to ruin text. Let me be just very clear. Big brands are going to ruin this experience as far as we know. Sadly, there are going to be people who are going to use the power of this inappropriately. But we know, there's no way we can sit in this room right now and you can honestly tell me that brands are not going to send messages to you right now. First of all, once I started really thinking about what this future looks like, if you really sit back and think about All of the ad tech, all of the technology that's around social right now. None of that exists with messaging right now. Not one piece of that. This space is about to explode. Think about the process and the approach and the strategies. That is about to explode. When I'm going to [ UNKNOWN ] we're doing another Book release too. And the whole idea there is that we're questioning the creative community. What does creativity look like in a world where you can only send a text message? What does that world look like? There's no services agencies, none of that exists for this space. There's no way you can sit here and tell me that brands are not gonna do that, that's gonna happen. In fact, I've just been now connecting with every single brand that's doing it like Fairway. And look, I love Fairway, they're great. But it's like hey, ground beef on sale for. I'm like, not really that interesting of a message. And by the way, you can't text back to it cuz I'm like well is there anything else on sale? Cuz know I'm just testing everything. It's like error, so I guess that's a no. So, you know, it's still early days, but I believe that what it's gonna allow, first of all the access to data. So data has been the challenge. If I, for all 110 million Facebook fans that I have and we are like top 20 across all of our brands, all Facebook, I don't have any real data on any of those people. Facebook has a lot of it. I don't have any of it. Twitter, same exact thing, so here I am I built all of these platforms to communicate with consumers but yet I don't even really know anything about that consumer. I really don't have their data and I can't transition that to any other learning, any other platform, any other anything. Mobile transforms that. A phone number provides that for me. And so I think that That's the power that is going to be for brands. Now the question is will we ruin it or we will use it for good? [ BLANK_AUDIO ]

They spend 86% of their phone time texting.