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Why You Simply Can't Ignore Chatbots | Facebook Messenger Ads | Messenger Bots

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Why You Simply Can't Ignore Chatbots | Facebook Messenger Ads | Messenger Bots

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Facebook Messenger recently surpassed 1.2 BILLION users and marketers are reporting astounding early results on the platform - including open rates 4 times greater than that of emails and a significant decrease in customer acquisition costs.

Messenger can now be used for everything from news updates to booking appointments and even getting food delivered.

Facebook Messenger Ads and chatbots are on every marketer’s radar but will they work for your business? And how do you even get started?

In this session we’ll take you through everything you need to know about Facebook Messenger ads, including:

• Performance statistics vs other digital marketing channels

• A live demo on creating a Messenger ad and workflow from scratch

• Communicating with messenger subscribers via broadcasts and workflows

• Case studies and examples of effective messenger ads

• Integrating messenger channels into your marketing mix

Facebook Messenger recently surpassed 1.2 BILLION users and marketers are reporting astounding early results on the platform - including open rates 4 times greater than that of emails and a significant decrease in customer acquisition costs.

Messenger can now be used for everything from news updates to booking appointments and even getting food delivered.

Facebook Messenger Ads and chatbots are on every marketer’s radar but will they work for your business? And how do you even get started?

In this session we’ll take you through everything you need to know about Facebook Messenger ads, including:

• Performance statistics vs other digital marketing channels

• A live demo on creating a Messenger ad and workflow from scratch

• Communicating with messenger subscribers via broadcasts and workflows

• Case studies and examples of effective messenger ads

• Integrating messenger channels into your marketing mix

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Why You Simply Can't Ignore Chatbots | Facebook Messenger Ads | Messenger Bots

  1. 1. WHY YOU SIMPLY CAN’T IGNORE CHATBOTS! Tom Willis | tom@leadads.com.au
  2. 2. TO KICK THINGS OFF… 2 SCAN THIS ON YOUR MESSENGER APP!
  3. 3. AGENDA Company Logo www.domain.com3 • WHY CHATBOTS? • CHATBOTS IN MARKETING • MESSENGER ADS AND BOTS • LIVE DEMO • WORKFLOWS & AUTOMATION • TOOLS & RESOURCES
  4. 4. ABOUT ME Company Logo www.domain.com4 • 8+ YEARS EXPERIENCE IN DIGITAL • B2B, B2C • HIGH GROWTH, WEB-BASED COMPANIES (2 ACQUISITIONS) • CLIENT SIDE + CONSULTING • I PRACTICE WHAT I PREACH
  5. 5. WHAT IS A CHATBOT?
  6. 6. Company Logo www.domain.com6 “MY PERSONAL CHALLENGE IS TO BUILD A SIMPLE AI TO RUN MY HOME AND HELP ME WITH MY WORK. YOU CAN KIND OF THINK OF IT LIKE JARVIS IN IRON MAN” - MARK ZUCKERBERG, 2016
  7. 7. WHAT IS A CHAT BOT? Company Logo www.domain.com7 A CHAT BOT IS A PROGRAM DESIGNED TO BEHAVE LIKE A HUMAN THAT YOU CAN INTERACT WITH, IN ORDER TO GET INFORMATION OR GET THINGS DONE
  8. 8. WHAT IS A CHAT BOT? Company Logo www.domain.com8
  9. 9. CHAT BOT USES: NEWS Company Logo www.domain.com9
  10. 10. CHAT BOT USES: TRANSPORT Company Logo www.domain.com10
  11. 11. CHAT BOT USES: RESERVATIONS Company Logo www.domain.com11
  12. 12. CHAT BOT USES: RESERVATIONS Company Logo www.domain.com12
  13. 13. CHAT BOT USES: TRANSFERRING MONEY! Company Logo www.domain.com13
  14. 14. MY FAV CHATBOTS Company Logo www.domain.com14
  15. 15. THE RISE OF CHATBOTS
  16. 16. THE RISE OF DEMAND Company Logo www.domain.com16
  17. 17. …AND STARTUPS Company Logo www.domain.com17
  18. 18. MESSAGING APPS HAVE SURPASSED SOCIAL NETWORKS! Company Logo www.domain.com18
  19. 19. Company Logo www.domain.com19
  20. 20. Company Logo www.domain.com20
  21. 21. CHATBOTS AND MARKETING
  22. 22. Company Logo www.domain.com22 • MESSAGING APPS HAVE BECOME THE PRIORITY FOR YOUNGER GENERATIONS • YOUNGER USERS SPEND 3.5 TIMES MORE OVERALL IN MESSAGING APPS COMPARED TO THOSE AGED 45+ EMAIL VS MESSENGER USAGE
  23. 23. Company Logo www.domain.com23 HOW ABOUT ENGAGEMENT RATES?
  24. 24. Company Logo www.domain.com24 HOW ABOUT ENGAGEMENT RATES?
  25. 25. Company Logo www.domain.com25 HOW ABOUT ENGAGEMENT RATES?
  26. 26. Company Logo www.domain.com26 SO, WHAT % OF COMPANIES ARE USING CHATBOTS? UNDER 5%  WHY?
  27. 27. Company Logo www.domain.com27 EARLY ADOPTERS In 2003 people were unsure whether email would be popular or not. Then came the early innovators or the 2.5% of people who seized the opportunity.
  28. 28. FACEBOOK MESSENGER AND MARKETING
  29. 29. Company Logo www.domain.com29 FACEBOOK MESSENGER ADS
  30. 30. Company Logo www.domain.com30 FACEBOOK MESSENGER GROWTH TOOL #1: ADS
  31. 31. Company Logo www.domain.com31 FACEBOOK MESSENGER GROWTH TOOL #1: ADS FACEBOOK MESSENGER ADS ALLOW A BUSINESS TO BEGIN A CONVERSATION WITH A USER WHO CLICKS ON THEIR AD BENEFITS INCLUDE: • IMMEDIACY OF RESPONSES • COST-EFFECTIVE (CHARGED ON CPC) • POWERFUL RETARGETING CAPABILITIES
  32. 32. Company Logo www.domain.com32 FACEBOOK MESSENGER GROWTH TOOL #2: COMMENT BOT
  33. 33. Company Logo www.domain.com33 FACEBOOK MESSENGER GROWTH TOOL #3: WIDGETS
  34. 34. Company Logo www.domain.com34 TOOLS FOR GETTING STARTED
  35. 35. LIVE DEMO: BUILD A BOT WITH MANYCHAT
  36. 36. Company Logo www.domain.com36 WHY MANYCHAT? • TEMPLATE-BASED MESSENGER BOT PLATFORM • EASY TO BUILD, FLEXIBLE SEQUENCES • NO CODING REQUIRED • GREAT DOCUMENTATION + TUTORIALS • ZAPIER INTEGRATION • COST-EFFECTIVE ($10 USD/MONTH)
  37. 37. Company Logo www.domain.com37 WHY MANYCHAT? (LIVE DEMO)
  38. 38. Company Logo www.domain.com38 FLOW & SEQUENCE TIPS • KEEP MESSAGES SHORT, CASUAL AND ENGAGING! • USE QUICK REPLIES WHERE POSSIBLE • TRY TO LIMIT MESSAGES TO <3 WITHOUT ENGAGEMENT REQUIREMENT • RESPOND FAST TO MESSAGES OUTSIDE OF THE FLOWS
  39. 39. Company Logo www.domain.com39 FLOW & SEQUENCE TIPS • USE GIFS AND EMOJIS TO MAXIMISE ENGAGEMENT! • GREAT CASE STUDY: HTTPS://BLOG.MANYCHAT.COM/ MANYCHAT-AESTHETIC-BY- SCIENCE-SELLING-CASE-STUDY/
  40. 40. MESSENGER BOTS AND WORKFLOWS
  41. 41. Company Logo www.domain.com41 THE FACEBOOK FUNNEL
  42. 42. Company Logo www.domain.com42 THE BEST MARKETERS = MULTIPLE TOUCHPOINTS!
  43. 43. Company Logo www.domain.com43 ZAPIER & MANYCHAT EXAMPLES • SEND USERS FROM MESSENGER TO YOUR EMAIL MARKETING SOLUTION (E.G MAILCHIMP, HUBSPOT ETC) • ADD MESSENGER USERS TO SPREADSHEETS • CREATE NOTIFICATIONS FOR HIGH-QUALITY MESSENGER LEADS • SEND DATE REMINDERS TO USERS • RUN REAL-TIME CALCULATIONS (EXAMPLE HERE: HTTPS://WWW.MESSENGER.COM/T/BIZNICK )
  44. 44. TOOLS AND RESOURCES
  45. 45. Company Logo www.domain.com45 RECOMMENDED CHATBOT TOOLS • MANYCHAT (WWW.MANYCHAT.COM) • CHATFUEL (WWW.CHATFUEL.COM) • SEQUEL (WWW.ONSEQUEL.COM ) • BOTMAKERS (WWW.BOTMAKERS.NET) • ZAPIER (WWW.ZAPIER.COM) • CHECK PRODUCT HUNT FOR NEW BOTS! (HTTPS://WWW.PRODUCTHUNT.COM/SEARCH?Q=CHATBOT )
  46. 46. Company Logo www.domain.com46 RECOMMENDED RESOURCES • BOTACADEMY (WWW.BOTACADEMY.COM) • LIFE BEYOND EMAIL: CHATBOT MARKETING (HTTPS://WWW.MATTHEWBARBY.COM/CHATBOT-MARKETING/ ) • HUBSPOT MESSENGER MARKETING TESTS (HTTPS://BLOG.HUBSPOT.COM/MARKETING/FACEBOOK-MESSENGER-MARKETING- EXPERIMENTS ) • MANYCHAT & ZAPIER INTEGRATION (HTTPS://BLOG.MANYCHAT.COM/MANYCHAT-UPDATE-ZAPIER-INTEGRATION-GOES-PUBLIC/ ) • THE 12 BEST FACEBOOK MESSENGER ADS (SO FAR): HTTPS://ADESPRESSO.COM/BLOG/BEST-FACEBOOK-MESSENGER-ADS/ • JUST EAT CASE STUDY: HTTPS://WWW.MARKETINGWEEK.COM/2017/05/18/HOW-ADIDAS-JUST-EAT-AND-HTC-ARE-USING-CHATBOTS/
  47. 47. QUESTIONS? TOM@LEADADS.COM.AU

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