Official Account Operation Training - LINE for Business

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Official Account Operation Training - LINE for Business
Official Account
   Operation Training

                        1
Official Account Operation Training - LINE for Business
INDEX   Official Account Study Case

        Introduction to LINE Official Account

        Basic Operation
        •   Set Administrators & Operational Personnel
        •   Basic Settings (Profile, Greeting Message, Auto Reply, Keyword Reply)
        •   Sending Messages (Broadcast Message)
        •   Official Home Posting (Timeline Post)
        •   LIVE Chat (on-air)

        Advanced Operation
        •   Rich Message
        •   Rich Menu
        •   Rich Video
        •   Polls & Survey (Research Page)
        •   Coupons & Promotions
        •   Statistic
        •   Keyword Event

        Next Step
                                                                                    2
Official Account Operation Training - LINE for Business
OFFICIAL ACCOUNT STUDY CASE
Official Account Operation Training - LINE for Business
Starbucks ID Official Account

        Coupon                   Timeline Post               Timeline Post                 Rich Menu
                                                        •   A paid coffee class
                            •   Special price for new                               •   Using rich menu for
•   LINE Official Account                               •   Good strategy for
                                products                                                promoting products
    Award for Best Coupon                                   engaging a niche
                            •   Gain really huge                                    •   Without have to send
    Program 2017                                            portion of starbucks’
                                positive sentiment                                      broadcast message
                                                            customers
Official Account Operation Training - LINE for Business
Alfamart Official Account (1)

                                                                                                   Promo – Penyelamat
        Timeline                  Promotion Message              Video Message                        Tanggal Tua

•                                                            •   Alfamart sharing its CSR
    Consists of discounts,    •    A routine promo using a                                  •   One of the most successful campaign
                                                                 program using video
    loyalty promo, routine         unique code (JSMLINE)                                    •   Alfamart provides offline promo:
                                                                 content
    promo, special products   •    The code then showed to                                      newspaper ads, WoM by the cashiers
                                                             •   A unique way to engage
    promo                          the cashier                                              •   100k daily added friends
                                                                 more with its customers
Official Account Operation Training - LINE for Business
Previous Join Promotion Examples : ALFAMART 10% OFF (2)

Event Duration : 1 Month
Exposure on 12,000 Stores all over Indonesia
YOUTUBE Views : 8,3 million
Total Social Media Reach : 32 million
Participation : 2,65million users
Increase in OA Followers in Alfamart: +4 mio users (from 6 to 10)
Video : https://www.youtube.com/watch?v=WmKf53nJ6Wg
Official Account Operation Training - LINE for Business
Previous Join Promotion Examples : ALFAMART Penyelamat Tanggal Tua (3)

By downloading LINE and adding Alfamart’s Official Account, and then
typing “Alfamart” users get special price of 2 instant noodle for only Rp
100,-

Event Duration : 1 Month
Exposure on 12,000 Stores all over Indonesia                                 Pop Up Message:       Rich Menu in LINE Indonesia OA   Rich Message in LINE Indonesia OA
Increase in OA Followers in Alfamart: from average 6k users/day to 160k     Reach : 90 mio users
users/ day
Average Daily Redemption (1st week campaign) : 500k/ day
Average Store Redemption (1st week campaign) : 38%
Video : https://www.youtube.com/watch?v=ukzUwIde0sU

                                                                                                                                                             7
Official Account Operation Training - LINE for Business
CocaCola ID Official Account (1)

                                                                     Timeline

Melati untuk Adan Web Series on Ramadhan               •   Mostly contains of Coca Cola quiz
                                                           and promotion e.g. ads, co-product
                                                           promotion (Coca Cola x BK)
      Click for video: http://bit.ly/melatiuntukadan
Official Account Operation Training - LINE for Business
Coca Cola ID Official Account (2)

                         RESULTS
                         1 Million+ organic followers throughout platforms
                         in 30 days

                         700,000+ native views on LINE app in 30 days

                         185,000+ partner coupons viewed in 30 days

                         800,000+ Youtube viewers and counting
Official Account Operation Training - LINE for Business
Bicara Uang (Permata Bank) Official Account

 Content-heavy   Content Bank                                Merchandise Sales   Rich Menu up to Six
                                    Live Chat with Prizes
   Timeline       (Microsite)                                using Ecommerce           Slices

                 LINE Official Account Award for Most Innovative Content 2017
Previous Join Promotion Examples : MatahariMall Bagi Angpao

• During the Chinese New Year, MatahariMall is
  giving more than 60,000 FREE Coupons of
  Pulsa ranging from Rp 25k ~ Rp 1mio
• Users need to type “ANGPAO” in LINE
  Indonesia OA
• Promotion is given to ALL LINE users
RESULTS:

 Total Unique Participants : 1,5 MIO participants

 Total Day : 5 days

 Total Page views (to special redeem page) : 306,000+

 Total UV to special redeem page : 176,000+

 Total Redemption : 70,000+
 Total Voucher Issued : 70,000+

 Redemption Rate : 100%

 LINE AOV : 270.577

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Introduction to LINE Official Account
Official Account is an effective communication tool on LINE used by organizations such as brands, businesses, and
media as well as celebrities such as artists, athletes and authors. They can create their own Official Accounts and
communicate with customers, fans and public by sending latest updates, news and promotions in the form of chat
messages.

      Key Features
      •     Broadcast Message
      •     Timeline Post
      •     Rich Message
      •     Rich Menu
      •     Rich Video Message
      •     Research Page (Polling &
            Survey)
      •     Coupon / Prize Drawing / PR
            Page
      •     LIVE Chat (on-air)

                                                                                                               12
Admin Page : Official Account Manager
          admin-official.line.me

                                        13
Basic Operation
    Set Admin & Operational Personnel
                                        3
1

                                              Choose
                                              authority type

                                        4

2
                                            Copy URL

                                                               14
Basic Operation
  Set Basic Settings (Profile, Greeting Message, Auto Reply, Keyword Reply)

                                         2
Basic Account Settings

  1   Status Message
                                                            3
  2   Cover Photo                                               b

                                                                       3   a
  3    a QR Code                    1

       b Add Friend Button

                                                                               15
Basic Operation
Set Basic Settings (Profile, Greeting Message, Auto Reply, Keyword Reply)

      1                            2
                                                     Basic Settings

                                                     • Status Message: Appears on the
                                                       right side of the OA name in friend
                                                       list. Available up to 20 letters
                                                       (including spaces)
                                                     • Profile: Set the cover photo (1080 x
                                                       878px) and profile information to be
                                                       displayed in your Timeline (Home)
                                                     • Add Friend URL: Starting from
                                                       http://” until “png” is the URL of QR
                                                       Code image
                                                     • Add Friend Button: Starting from
                                                       “http://” until “OA ID” is the URL of
                                                       the OA

                                                                                     16
Basic Operation
Set Basic Settings (Profile, Greeting Message, Auto Reply, Keyword Reply)
                 How to Change Timeline Cover Photo

1                     2                                                   3

                                                                              This button is on the end of
                                                                              Timeline (Home) Settings Page

                          The Cover Photo need to be in 1080x878px size
                               Max file for the Cover Photo is 3MB

                                                                                                        17
Basic Operation
Set Basic Settings (Profile, Greeting Message, Auto Reply, Keyword Reply)
                                                                    1

          Cover Design

            1   Logo
                                                                    2
            2   Cover Design

            3   Button

                                                                    3

                                                                            18
Basic Operation
Set Basic Settings (Profile, Greeting Message, Auto Reply, Keyword Reply)

    1                       2
                                                 The settings configured on this menu
                                                 will be displayed on your account
                                                 page. Account page is accessible
                                                 through Official Home.

                                                 •   Logo: PNG images, at least 150 x 150 in
                                                     size, no larger than 10 MB.
                                                 •   Cover Image : images at least 500 x 500
                                                     in size and no larger than 10 MB.
                                                 •   Button: Change button color to be
                                                     matched with your brand

                                                                                       19
Basic Operation
Set Basic Settings (Profile, Greeting Message, Auto Reply, Keyword Reply)

      Text              Stickers            Photo              Video
                                                                            20
Basic Operation
Set Basic Settings (Profile, Greeting Message, Auto Reply, Keyword Reply)
• This message will be sent automatically to users when they add you as a friend
• Different types of messages can be used (up to 5 messages)

               1                   2

                                                                                   21
Basic Operation
Set Basic Settings (Profile, Greeting Message, Auto Reply, Keyword Reply)

                1                                       2
               Connect to                              Connect to
               Customer                                couple links
               Service
                                                                                 3
                                                                                 Connecting to
                                                                                 other info using
                                                                                 Keyword Reply

                Giving the same answer for every message sent by the followers

                                                                                               22
Basic Operation
Set Basic Settings (Profile, Greeting Message, Auto Reply, Keyword Reply)
• This message will be sent automatically to users when they send you messages.
• Up to 200 auto reply messages can be registered. The messages will be randomly sent to the users.

               1                   2

                                                                                                      23
Basic Operation
Set Basic Settings (Profile, Greeting Message, Auto Reply, Keyword Reply)
         1                            2

                                                           Using specific
                                                           keyword(s) to
                                                           directing followers to
                                                           certain information

                                                                               24
Basic Operation
Set Basic Settings (Profile, Greeting Message, Auto Reply, Keyword Reply)
• This message will be sent to users when they input specific keywords in the chat room.
• Enter main keyword first. Add alternative keywords (up to 20)
• Keyword consisted with capital letters or small letters are considered same

               1                    2

                                                                                           25
Basic Operation
Sending Message (Broadcast Message)

    Stickers        Rich Message      Coupons   Video
                                                        26
Basic Operation
Sending Message (Broadcast Message)
                                      Specify Date & Time
     1                       2        •   To reserve, choose the date and time.
                                          To send immediately, choose “Send
                                          Now”

                                      Post Message to Timeline
                                      •   You can post the same message to
                                          your Official Home timeline.
                                      •   If your message is including more
                                          than 1 bubble, post to home function
                                          is not available.

                                      Select Message Type
                                      • Up to 3 message bubbles can be sent
                                        at one time
                                      • Coupon, Prize Drawing page, PR page,
                                        Polls & Survey has to be made first from
                                        “Create Coupon or Event“ menu
                                      • Rich Message & Rich Video Message
                                        has to be made first from “Create Rich
                                        Content“

                                                                         27
Basic Operation
Sending Message (Broadcast Message)

       3                              4   Preview / Save Draft
                                          • Click “Preview” button to see how your
                                            message will look like
                                          • If you want to edit message later or to
                                            send a test message, click “save draft” >
                                            “send test message” > send a test
                                            message to yourself or all the
                                            managers of the account.

                                          Send
                                          • The message will be sent immediately
                                            or at the reserved time.
                                          • To check the messages you reserved or
                                            send, go to “Message Lists >
                                      5     Reserved/Sending”
                                          • After messages are sent, they will be
                                            moved to “Sent” tab.

                                                                              28
Basic Operation
Official Home Posting (Timeline Post)

                Photo              Photos   Video and Link
                                                             29
Basic Operation                         Specify Date & Time
                                        • Set the date and time of the new post. To post
Official Home Posting (Timeline Post)     immediately, choose “Post now”

                                        Content
      1                                 • Different 10 types of content can be posted on Official
                                          Home.
                                        • Combination of types can be posted at once. For
                                          example, Text + Photo ; Text + sticker (Not all
                                          combinations are possible)

                                        Preview / Save Draft
                                        • Click to “Preview” button, You can see how your post
      2                                    will look like
                                        • If you want to edit post later, save as draft

                                        Post
                                        • When time and content setting have been completed,
                                          click on Post button to post on Official Home.
                                        • To manage Comments/ Likes of the post and get URL
                                          of the post, approve comments to be displayed ,
                                          manage spam users/ comments, Click on bottom left
                                          part of the post, Like and Comment icon on “Posted”
                                          Tab.
                                                                                           30
Basic Operation   LIVE Chat Setting
                  • Enter title of LIVE Chat. This title will be displayed in
LIVE Chat            chat room during LIVE Chat
                  • Set when LIVE Chat will end. Setting for start time is not
                     required as LIVE Chat will start immediately once Start
                     LIVE Chat button is clicked.
                  • Participation limit can be set (optional)

                  Start LIVE Chat
                  • Click on Start LIVE Chat button to start LIVE Chat.
                  • On Chat List Screen, badge will be displayed next to
                    the Official Account’s name during LIVE Chat..
                  • Automatic message will go out, stating that only
                    Official Account’s admin will see the messages sent by
                    users.

                  Received Message
                  • Messages from users will be displayed in LIVE Chat >
                    LIVE Chat List. Select the LIVE Chat by clicking on the
                    LIVE Chat title.
                  • Messages sent by users will be displayed under
                    Received Messages Tab and messages sent by you will
                    be displayed under Message Body Tab.

                                                                     31
Advanced Operation
Rich Message

                                        Using rich message to
                                        send up to 6 different
                                        URL/Coupons

               One Slice   Six Slices

                                                                 32
Design Guidelines/Templates(PSD)
Advanced Operation       • It is highly recommended to go through Rich
                           Message Design Guidelines /Templates
Rich Message               before creating the background image to
                           be used for Rich Message. This is important
                           as URLs will be placed differently per
  1                  3     template and image must be aligned to the
                           template for accurate URL placement.

                         Select template
                         • To create Rich Message, you first need to
                            select a template that will best fit your
                            intent

                         Set Background Image and Link
                         • Message title : The title of the Rich Message.
      2                  • Background Image : Upload the image to
                           be sent as a Rich Message. Background
                           Image must be made in line with the
                           selected template.
                         • URL and Link Text : Enter URL and Link Text
                           accordingly to respective areas.
                         • Link Text, just like Message title, will not be
                           shown on Android or iOS mobile devices.
                           However, Link Text will be shown on
                           unsupported devices, in place of the image;
                           hence, it must be entered
                                                                  33
Advanced Operation
                         Display Settings
Rich Menu                • Select “Display” to apply a navigation menu
                     2      in the keyboard area

                         Display Period
     1                   • Set up display time to display immediately
                            or later

                         Title
                         • Enter any recognizable name for the Rich
                            Menu

                         Select Template
                         • Select “use image” to use customized design
                            for the Rich Menu. There are 7 different
                            templates for the customized design. Each
                            templates’ IMG size is different. Refer to
            3               “Design Guides”

                         Click “add” or “edit” button of each area to set
                         up the link
                         • Keyword : link to certain Keyword from
                            Keyword Reply Message Settings.
                         • URL : link to certain URL
                         • No action: not use the area as a button

                                                                 34
Advanced Operation
                         You can send Rich video Message on Extra Content > Rich Video
Rich Video Message       Message menu, and select action Button be inserted on video
                         screen after users watch the video.

   1                     Video
                         • File size : up to 200MB (Suggested format : mp4, mov)
                         • Storage period : about 1 month after created message

                         Action Button Text
                         • 12 types to choose

                     2   Link URL
                         • Enter the Link URL (available only 1 link)

                         Settings for Devices without Rich Video
                         • Enter the text message. Users with devices that do not
                           support rich video messages will receive them as text
                           messages instead
                         • Rich Video Message is available in Android/iOS LINE 5.3
                           version or higher. For lower versions, text message will be
                           sent out.

                         Preview (text)
                         • Available to see text message for not supported version.

                                                                                  35
Advanced Operation
Polls & Survey

                     There are 2 main classifications of Research page:
                     • Poll type: consists of questions that allows users to
                        choose the answer among provided choices
                     • Survey type: consists of types of questions

                                                                      36
Advanced Operation
Coupon & Promotion
    1                                    2

                     Coupon sent as          Coupon display
                     broadcast message       after clicking

                                                          37
Chat Balloon setting
Advanced Operation   • Enter the title, up to 60 characters
Coupon & Promotion   •   Upload representative image. (max. image size
                         10MB)
                     •   The image will be automatically resized along
                         its horizontal axis, however, the thumbnail for
                         the speech balloon will be cropped into a
                         square.

                     Content setting
                     • Body   part is different depending on the type of
                        Coupon.
                     • You   can display up to five coupons on your
                        Account Page.
                     • Coupons    come in five varieties, each with its
                        own color.
                     • You can view all of your coupons from the list
                        page, where you can copy and create new
                        coupons as well as delete old ones. (Deleted
                        coupons cannot be viewed by users.)
                     • Once   a coupon has been sent, you can freely
                        modify its title, image, and expiration date,
                        however, these changes will not be reflected in
                         speech balloons already sent to users.
                                                                  38
Advanced Operation
PR Page
• To send a Promotion Pages (PR page), you have to make first from “Create Coupon or Event” menu.
• Then, you can set the content from “Create Coupon or Event” > “Promotion Page”

                                        Promotions
                                       Header design
                                      Expiration Date
                                  Link1, Link2 (URL, Phone
                                  number, Email address)
                                      Photos (up to 6)
                                           Video
                                        Explanation
                                         Instruction
                                         Warnings
                                           Share

                                                                                                    39
Advanced Operation
Prize Drawing Page
• To send a Prize Drawing page , you have to make coupon first from “Create Coupon or Event” menu.
• Then, you can set the content from “Create Coupon or Event” > “Prize Drawing Page”

                                                                                                     40
Statistics
To see the Account statistics (the number of friends, sent message) and Timeline Statistics, Go to
Statistics menu.

                                                           Account
                                                           1) Cumulative Totals
                                                           • Friends Added, Valid Friends, Block/Removed
                                                           2) Trends
                                                           • Friends Added, Valid Friends, Block/Removed
                                                              (Available to check the total number of Friends in
                                                              a day and compared to previous day)
                                                           • Sent : The number of users each message was
                                                              sent to

                                                           Timeline(Home)
                                                           • Page View / Unique Visitors / Number of Posts,
                                                             Likes, comments, Shares
                                                           • This statistics is data on a daily basis, not
                                                             cumulative.

                                                                                                        41
Next Step
What you have to do before the Official Account released

 1    Set the timeline cover photo(Timeline Cover Photo)

 2    Set the greeting message       (Greeting Message)

 3    Post min. 5 Timeline Post (Timeline Post)

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