[New Tool] How to Build a Chatbot and Why It Works

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[New Tool] How to Build a Chatbot
and Why It Works
Kelly Pollock | Hanapin Marketing Larry Kim | Mobile Monkey

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Marketers are Unprepared

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Chatbot Growth is Exploding
A service that allows engagement in a chat interface using
automation.
Common Chatbot Deployments
● Live Chat
● Messenger App
● Text Message
● Email Responses

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How Businesses Use Chatbots
● Scale conversations
● Deliver promotions
● Qualify leads
● Schedule meetings
● Solicit Feedback
By 2020 Chatbot use is expected to increase by 1,000%*
*Source: Adweek Infographic: How Consumers Want Companies to Use Customer-Service Chatbots
https://www.adweek.com/digital/infographic-how-consumers-want-companies-to-use-customer-service-chatbots/

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How Consumers feel about Chat & Bots
● 79% prefer live chat because
of the immediacy it provides.
● 73% of customers report being
satisfied with live chat
experiences.
By comparison, email was
rated at 61% satisfaction and
phone 44%
Chatbots aren’t replacing humans. 86% want a human interaction option.
Source: Adweek Infographic: How Consumers Want Companies to Use Customer-Service Chatbots
https://www.adweek.com/digital/infographic-how-consumers-want-companies-to-use-customer-service-chatbots/
Source: Econsultancy Consumers prefer live chat for customer service: stats

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How Consumers feel about Chat & Bots
Source: HubSpot Conversational Marketing: How a Messaging Strategy Will Grow Your Business

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Chatbots Strategy
Considerations before you build your bot.
● What kind of bot would be useful for your business
● Where do you plan to place the bot
● Create a chat voice & content strategy
● Start mapping out your bot interactions

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Larry Kim

#CMCa2z #learningWithI
Today’s Agenda
1. Intro to
Facebook
Messenger &
Chatbot
Marketing
2. Chatbot
Building Blocks
4. Growing your FB
Messenger Contact List
3. Chat
Blasting
5. Facebook
Messenger
Ads
@mobilemonkey_ @larrykim #PPCHEROSUMMIT

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A Few Random
Facts About
Larry

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Working on
Creating a
Facebook
Messenger
Marketing
Platform!

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Part 1: Why Should
Marketers Care
About Facebook
Messenger &
Chatbot
Marketing?

Messaging Apps have Surpassed Social Networks
Big 4 Social
Networking
Apps
Big 4
Messaging
Apps
Yet only 1% of businesses can automatically engage w/ customers via messaging!

Facebook Messenger Users 1.3billion
April 2014
0.2 billion
Sept. 2017
1.3 billion

Email Marketing
5-10% Open Rates
FB Messenger Marketing 10-80x Better
Engagement vs. Email or FB News Feed
FB Messenger Blast
70-80% Open Rates
(Within first 60 minutes!)
FB News Feed
0-1% Organic Post Visibility
Vs.

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How Exactly Are *Marketers* Supposed to Use
FB Messenger & Chatbot Stuff?
OK Great. Now What?

Think of Messaging as better “Email” + “Landing Page”
Quick Surveys!
Registrations &
Reminders!
Segmentation & Drip
Campaigns!

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Holy Grail of Facebook Messenger Marketing &
Growth Hack of The Next +5 Years = Chat Blasting!

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How Facebook Messaging Used To Work:
If Someone Messaged Your Page…

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Those Inquiries Would Show Up
in your “Page Inbox”

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And You Could Respond To People,
Manually By Typing Here.

Then, Facebook Released Their Messenger API
https://developers.facebook.com/docs/messenger-platform
Unfortunately This is Too
Complicated for 99.9% of
Marketers

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With Chatbot Tools, You
Can Import Your FB Inbox
and Blast Everyone Who
Messaged Your FB Page.
HOW?

First Create Some Content
To Chat-Blast To Your

You Can Schedule Your
Chat Blasts
Next, Specify An
Audience to Chat-Blast
(a List of Contacts)

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Then Chat-Blast Your Desired
Content to Your Chosen Audience!
(Kinda like Email Marketing…)

Except That Messages
Are Distributed Via
Facebook Messenger
Push-Notifications!
And are More Engaging
Than Email!

Example: I Blasted Neil
Patel a Blog Post w/
My Bot
And He
Read It!

Is This Spam? Email vs. Chat Blasting
How do open and click-through-rates compare?

3-10x read rates & 10-20x click rates
= ~60x More Engagement!
VS.

Messaging Is
Fundamentally
Less Spammy +
More Engaging
Than Email!
Email Messaging
Spanners can’t
buy lists of
names?
Senders must
honor
unsubscribes?
Dynamic,
interactive
content?

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Part 2: Facebook
Messenger Chatbot
Marketing
Building Blocks &
Structure

1. Chat Marketing
is like combining
an Email +
Website
Marketing
experience
2. How do you
make this??
@mobilemonkey_ @larrykim #PPCHEROSUMMIT@mobilemonkey_ @larrykim #PPCHEROSUMMIT

Most People Just Use
a Visual Chatbot
Builder Like
MobileMonkey!

Static vs Dynamic Chat Content
vs

Combining a
Image + Text
on a Page
@mobilemonkey_ @larrykim #PPCHEROSUMMIT@mobilemonkey_ @larrykim #PPCHEROSUMMIT@mobilemonkey_ @larrykim #PPCHEROSUMMIT

Static Image and
text widgets, as
viewed in
Messenger

Send ebooks,
PDF, Gift Cards,
etc. via Chat
Rather than Email
or Web Links!
Other Common
Widgets: Send
Video or
Attachments
Videos Are
Fantastic for
Chat!

What About Dynamic
Chat Elements – Like
Collecting Registration
Data, etc.

Multiple Choice
Question
Text Input
Question

Asking
Questions and
Saving User
Responses

By Asking Users
Questions, You Can
Segment Your
Audience So That …

You Can Send Them
Down Different
“Messenger Funnels”

You Can Also Define
Custom Audiences Based
on “Conversational
Criteria”.
Audience Preview

So You Can Chat-Blast
Very Relevant Content
or Drip Campaigns.
(Note: This Chat-Blast
had a whopping 85%
Response Rate…)

@mobilemonkey_ @buzzsumo
You Can Pre-Fill
Questions with Email
Addresses, Phone
Numbers & Addresses

#CMCa2z @larrykim
Button-Based
Navigation
Natural Language
Processing
VS

Button-Based Chatbot Navigation
Similar to a Webpage or
“Phone Tree”
Easiest to Implement
User has a pretty good
idea what your bot is
capable of doing.
Buttons!

Natural Language Processing-Based
Chatbot Navigation
Similar to Siri, Alexa,
Google Home, etc.
Ideal if you have too
much content and not
enough room for
menus.
Amazing user
experience if it works,
terrible if it doesn’t work.No Buttons!

Add a few Keyword
Triggers for your
Chat Pages

The Chatbot AI
analyzes the
intent of the
user request.
Then Serves the
Correct Page
You’ve Previously
Created

Tip: Periodically Review All
“Unanswered Questions”
and either create new
content or point those user
queries to existing content!

You Can Jump In at
Any Time in Your
Facebook Page
Inbox or Pages App

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Chapter 3: Tips on How to
Chat Blast Like a Master Blaster

Front-Load Your Drip Campaigns!

Psychological
Principal #1:
Consistency!
(Source: Isaac
Rudansky)

Psychological
Marketing Principal
#2: Reciprocal
Concessions!
(Source: Isaac
Rudansky)

(How to get FB messenger subscribers!)

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In the Olden Days of Marketing…
20 Years Ago…
Use SEO/PPC to Capture
Emails via Landing Pages
Emails Show
Up In
Customer
Inbox

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Today (2018)
Get People To
*Message* Your
Business
So You Can Send
them Chat Blasts!

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Just Waiting for People To
Message Your Page Will Take
Forever…

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Attach Auto-Responders
To Your Facebook Posts
(Respond to People Who
Comment)
TRY:
bit.ly/fb-post-guard

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Add “Comment
Guards” & Boost Your
Most Engaging Posts

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Ask Questions and Give
the Answer via
Messaging!

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1. Choose Content To Send to Users
2. Specify Frequency Cap
3. Choosee Which Post To Apply To (Or ALL)
Setting Up a Comment Guard

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Landing Pages vs. Send to Messenger Button
Vs.
“Send To Messenger Button”

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Anyone Who Engages
With Your FB Website
Chat is Added to Your

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Adding a FB Messenger
“Opt-in” Button to All
Website Contact Forms
Will Increase Opt-Ins

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Instead of just
collecting
email
subscribers,
get
Messenger
Subscribers
Webinar Sign Up
Page!

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Part 5: Facebook Messenger Ads

FB Ads So Expensive…

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CPMs Have
Gone from
$1 to +$100
in Last 6
Years.

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So I Kissed Facebook
Ads Goodbye*

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But… Now I
Use ”Send To
Messenger”
Ads, Which
Capture
Everyone’s
Contact Info.

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“Send to
Messenger”
Facebook
Ads = 100%
Conversion
Rate*

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Pay For Click on Ad
You get
Everyone’s
Contact Info +
Ability to do
Push
Notifications!!
Pay For Click On Ad
Old Way: Regular FB Ads
(2% conversion Rate)
New Way: FB Messenger Ads
(100% Conversion Rate)
Go to website
2% of
Visitors
Fill out form

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Today I’m Getting Messenger Contacts
for $3-$5 (Despite +$100 CPMs) – Haven’t
Seen Prices This Low Since 2014…

How do Messenger Ads Compare with Facebook Lead Ads?
What About Facebook Lead Ads?

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Messenger Ads
Offer
Compelling
Benefits Over
Lead Ads
Lead Ads Messenger Ads
Push Notifications?
Connect with
Customers NOW?
Dynamic,
interactive
content?

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Summary:
My Top 5 Facebook
Messenger & Chatbot
Marketing Hacks

5. Chat Blasting
Email Marketing on
Steroids – 80% Open
Rates, 20% Response.
4. Build Interactive
Bot Experiences
Segment Your Way
to Higher
Engagement!
2. Lead Magnets
Website Popup,
Comment Guard,
Landing Pages, Etc.
1. Facebook Ads
Convert Ads at 10-50x
Lower CPAs
Larry’s Chatbot Marketing Hacks
3. Q&A
Automatically
Answering Common
Business Questions

What Does it All
Mean?
Messenger
Marketing?

Chatbots = Powerful Top of Funnel
Marketing Tools for Lead Generation,
Marketing Automation, Lead
Qualification, Online Advertising, etc.

Messaging = Preferred Mode of
Communication for an Entire Generation

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THANK YOU PPC
HERO FRIENDS!
Slides Here:
bit.ly/larry-chatbot-slides

[New Tool] How to Build a Chatbot and Why It Works

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[New Tool] How to Build a Chatbot and Why It Works