Last March, we asked ourselves the following question: “Should we invest in chatbots on Facebook? “. At the time, the answer was already a big YES. Development of turnover, work on its brand image, improvement of the customer experience … Bots Messenger have undeniable qualities. Today, I suggest you dig into the subject by giving you all the key information to get started …
Replay of our live Facebook “Chatbot Marketing”
Find the replay of our live show on September 13, 2017 to learn more about the chatbot marketing!
Chatbots Marketing: Key figures
To give you a better idea of the potential of chatbots, here are some figures I found on the subject.
In April 2017, Facebook Messenger had 1.2 billion users (Source). Knowing that in July 2016, we were at 1 billion users, so we see a 20% increase in less than a yearwhich is huge considering the already large user base in the past year.
First point : if you were still wondering if your customers are on Messenger, I think you have the answer 🙂
If we compare Messenger to Instagram (also owned by Facebook), there are twice as many users.
The advantages of using this new marketing method
Chatbots can be used for customer service in virtual assistant mode (after-sales, faq, management or other) but also for pre-sales by directing consumers to the product or service that best meets their needs. In fact, 56% of consumers prefer messaging rather than a phone call and more than one in two people feel more confident to buy when they can chat.
Not only consumers expect a brand to have a chat system but, in addition, the trust acquired through the chat can significantly improve sales and therefore turnover.
Moreover, interaction rates are excellent : the opening and click rates are 10 to 15 times higher than those found in traditional emailing. In other words, a base of 1,000 Messenger users is equivalent to a base of 15,000 emails.
Finally, the chat is very interactive, the different devices allow:
- Personalize the chat according to the answers given by the users;
- To open sequences according to certain keywords posted in comment in a Facebook publication;
- To welcome in a personalized way the people contacting you on Facebook;
- Or even better: send a Messenger message to all of your subscribers.
The possibilities are almost endless, provided you use the right tools combined with the right methods!
In short, if there is an acquisition channel to invest in this year for your digital marketing, it is the chatbot marketing.
Set up a marketing chatbot strategy
If you want to get started, Several marketing tools allow you to “hack” Messenger and carry out very advanced marketing actions without technical knowledge and much more simply than if you were going directly through Facebook.
The two best-known solutions for getting started are Manychat and Chatfuel, the latter offering you more or less the same functionality.
Basically with these tools, you can:
- Develop your Messenger database thanks to different solutions (integration on your site, link to Messenger…);
- Qualify your prospects arriving from Messenger;
- Offer them sequences of messages to orient them or gradually bring them to the sale;
- Post Facebook messages to trigger sequences based on fan behavior (example following a comment on a publication);
- And send messages to your Messenger base.
The 2 tools offer free solutions and become chargeable to use the advanced functions.
It is of course possible to develop, beyond these tools, tailor-made solutions through specialized agencies or developers (see some examples in the “Expert Opinion” section below in this article).
Advertising devices offered by Facebook
It is not mandatory to use advertising to profit from chatbots but the latter associated with advertising become a formidable acquisition tool.
- One allowing you to send back to your bot;
- The other allows you to send advertising messages to Messenger.
In this second format, you can only send messages to people who have previously contacted you, hence the importance of mixing the two advertising formats for optimal results.
Examples for inspiration
A first example, that created by Antoine Peytavin, entrepreneur and co-founder of Club & co’m:
This seemingly trivial post triggers a chatbot based on fan responses in the comments.
Following a comment, this opens a sequence of messages personalized according to the responses. If you want to test and realize the possibilities, click here!
SNCF travel: a bot to book tickets
Thanks to its bot totaling 10,000 users, Voyage SNCF was able to process requests for 90% of them automatically. The remaining 10% end the conversation with a human.
Mastercard and its financial chatbot
Mastercard’s Messenger chatbot responds to customer inquiries (in the US market): questions about their bank account, purchase history, and more.
Lara from Meetic
The objective of this chatbot messenger: to transform prospects into customers. Assessment for the brand: 160,000 users have dialogued with Lara (who responds in 10 languages). According to Meetic, 30% of customer service requests can be automated.
Daddy and his chatbot who helps you make jam
Last July, the Daddy Sugar Facebook page launched, in collaboration with the agency Fullsix Paris, a chatbot to help fans of the brand make their jam.
After clicking on “Send a message”
The chat opens and answers the various questions asked on the subject. You will discover the 7 steps to make a successful jam 🙂
HM’s personal stylist chatbot
HM, through its messenger bot, gets to know the style of the user and then offers him recommendations tailored to his tastes. A good example that allows the brand to improve its ROI through additional sales.
Place a Burger King order directly from Messenger
The fastfood chain has set up a chatbot to order, watch the demo:
Create a site with the Heek chatbot
Another interesting example is that of Heek who offers to chat with a chatbot to create his website.
Find a gift idea with the Sephora beauty bot
A final example, that of the Sephora brand, which allows users to be guided according to their needs. With a special mention for his thoughtful gift suggestion tool:
When you see these different examples, you see that, whatever your theme and your marketing objective, chatbots can support you in your communication. I now give the floor to a panel of experts whom we questioned about the business possibilities offered by a messenger bot.
Expert opinions on chatbots
To find out more about this fascinating subject of chatbot marketing, we met several experts to ask them the following question: How to take advantage of chatbots today to develop your business? Discover their answers.
Antoine Peytavin, web marketing consultant, chatbot marketing expert and trainer on Club & Co’m
Here is an ultra simple method to put a Bot Messenger in your business and increase your turnover. Chat Bots have been used for less than 6 months, and at the beginning most entrepreneurs were mistaken in the way of setting them up.
They thought that the use would be the same as that of an email autoresponder (Aweber, Sg Autorépondeur, …).
They created long sequences of 20 or 30 automatic messages, sent once a day. Only… customers were quickly fooled: they thought they were dealing with a real human at the very beginning, and since Fb Messenger notifications are very intrusive on a phone (often it makes them vibrate or ring), they got the unpleasant impression of spam.
Companies quickly changed the way: one or two short messages, then we switch to a real human to take over.
Here is my favorite method when I use a Chat Bot:
1- I set up a Facebook retargeting pixel on my website
Implementation guide: www.facebook.com/business/a/online-sales/custom-audiences-website
2- I create an advertisement in the news feed containing a link to messenger (see photo)
Installation guide: www.facebook.com/business/a/messenger-news-feed-ads
3- As audience of the advertising I take the retargeting: “people who visited my site during the last 30 days”. In addition, I delete the audience that has already purchased my product (exclude the purchase confirmation url).
4- In the message of my advertisement I place a pre-sales message “What is your biggest problem in the UNTEL field” or “A promo code for the UNTEL product by sending me a message”
Thanks to this technique I am like in a real shop. I see people passing by who ask me questions and I advise them on the product to buy.
Thomas Guenous, CEO Oh My Bot
The main promise of a chatbot, and more generally of bots, is to automate processes and tasks that would otherwise involve humans. This promise is fully applicable to business development and marketing effort, the idea being therefore to automate repetitive tasks with low added value to allow salespeople to have the strongest leverage.
Tasks that can be automated include:
- The presentation of products, services;
- The answers to the most frequently asked questions about products and services (80% of the questions are recurrent and easily automated);
- The realization of simple quotes, based on data provided by the prospect;
- The reminders after sending a quote or commercial proposal;
- Follow-up or status requests (“Where is my order / my contract?”)…
In addition, the chatbot being available 24/7, it provides a first level of response to the prospect, which can be developed by an agent at the next working hour.
Finally, this chatbot should be deployed on platforms in line with your target: Messenger and its website for most companies, but also Slack / Skype / SMS for B2B, and soon Snapchat / Whatsapp / Instagram for B2C (the APIs are not yet all available for these latest platforms).
Another track: launch an innovative chatbot as part of a marketing campaign, such as the Samsung Santa bot, which enabled the Korean mobile manufacturer last Christmas to present its products in a new and fun way on Messenger. A clever way to ride the chatbot wave quickly and easily.
An example of a particularly effective brand chatbot: The Burberry chatbot
Its strong points:
- Regular update highlighting an experience / product of the moment;
- Focus on what a bot can accomplish, does not over-promise;
- Good use of Messenger buttons and options (personalization of a video with its name);
- The possibility to buy the product quickly (unfortunately, not yet directly on Messenger, we are still redirected to the Burberry site for the moment);
- The rapid availability of a human agent.
Find Thomas on Linkedin and on www.ohmybot.io
Jeremy Benoussa, CEO Liita
Chatbots are still very new and have not yet entered into collective use. Certainly, there is a lot of talk about it in the tech world, but the general public has not yet really taken ownership of them.
It is therefore important to think first in terms of usage and understanding: How can a chatbot in my activity allow my target to gain time and efficiency?
We must avoid the telephone server effect, which is very annoying when we cannot find the service we are looking for and we cannot call on a human to help us.
At first, I think the wisest thing is to experiment on a reduced but clear perimeter for the user. For example, by offering a service that will essentially work with simple choices, such as placing an order at a restaurant. Then, little by little, we introduce services that are based on conversation and for that, you have to enter a whole new dimension with artificial intelligence that will recognize the meaning of what users write.
We speak a lot of natural language but we are not yet totally there. There is a real learning phase that should not be overlooked on 2 aspects: the time it will take for your teams and the frustration it can cause on the user side as long as this curve has not yet reached a satisfactory level.
Unfortunately, this is a must and it is therefore much better to go by successive improvements rather than making a huge block which will be more difficult to improve quickly.
That said, bots are very useful and will become even more so in the years to come. We are only at the beginning of this adventure, even if personally I do not think that bots will kill apps, any more than email has killed mail. Rather, there will be a transformation of uses, as often with the arrival of new technologies.
There are many bots and few useful and interesting bots to date, the fault of the brands which are not yet fully investing in these new possibilities.
In England, that of Voyages SNCF is well done and well thought out. It allows you to quickly find a train and book your ticket.
The Facebook one for his coffee at VivaTech was interesting. Instead of waiting in line to order, we scanned a code, it launched the bot that allowed us to choose our drink and we just had to wait for our name to be picked up.
Finally, the one we developed for LIITA, our dating application, allows you to register, create your profile and enter information without even having downloaded our app. It is a cross-channel onboarding which then serves as an exchange and notification system with our users. It’s a new way to link an app to Facebook and then keep in touch with our users.
For us, apps and bots are complementary.
Find Jeremy on Linkedin as well as on top www.benmoussa.pro and liita.co
Adrien Gilles, Botfuel Marketing Manager
The exceptional growth in the number of users of messaging applications, such as Facebook Messenger, combined with the decrease in downloads of mobile applications are prompting companies to rethink their customer engagement strategies. At Botfuel, we believe that chatbots open opportunities to develop its audience and its customer knowledge by taking advantage of these new channels:
Via conversational commerce: able to quickly identify the needs of a client user, chatbots facilitate the discovery of products in a complex catalog and assist the client in configuring a service according to a need expressed in natural language.
Via automated customer support: the chatbot allows brands to conduct instant diagnostics and either provide an answer for the simplest requests or, for more complex cases, transmit a request already qualified by the chatbot to a human.
Via analytics: chatbots generate a large volume of customer data. The analysis of the conversation tunnels, the requests expressed by the users, the feeling and the subjects and keywords make it possible to better anticipate the behaviors of the customers as well as their expectations.
To revitalize its sports betting offer, the FDJ launched with Botfuel its “Bot Parions Sport PDV” allowing users to view and configure their bets on Messenger. This conversational commerce chatbot is already very successful with FDJ customers.
Find Adrien on Linkedin and on www.botfuel.io
Thomas Sabatier, CEO, The Chatbot Factory
Mobile uses are changing and influencing us in our relationship to the world around us. An increasingly connected world where personalization is becoming the norm.
Driven by the rise of messaging, chatbots represent a new form of interface that makes graphical interfaces obsolete. this revolutionary algorithmic interface humanizes the machine by endowing it with cognitive faculties and bringing them closer to their users.
On the brand side, the challenges are numerous. The customer relationship must evolve, until it is reinvented. Codes change. Uses also at the same time as consumer expectations are growing. But in this new far west, many opportunities are emerging. In terms of services, support, availability, personalization and more broadly experience.
In this context, we are delighted to have supported Auchan in the design and development of a Messenger chatbot capable of advising a user on food / wine pairings. The objective of the deployment of this conversational robot was to provide service where the human is absent. Beyond the innovative character, the chatbot brings value at a key moment in the purchasing process of a customer (physical or e-store) by guaranteeing an intuitive, simple, fast and immediate experience.
Auchan wine advisor> www.facebook.com/messages/t/1562595303767055
Find Thomas on Linkedin and on www.thechatbotfactory.com
The future of chatbots
Before closing, let’s talk a bit about the future of chatbot (Messenger or others), we are really at the very beginning… with the progress of the coming years in artificial intelligence, no doubt that these conversational agents will part of our daily life.
We’ve talked a lot about chatbot via Messenger, but it’s quite possible to have a voice chatbot. Until now it is quite easy to recognize these from a human but according to a large number of experts, the technologies are advancing so rapidly that in a few years it will be impossible to dissociate the machine from the human. Read this LA Times article to convince yourself.
Another evolution: the dialogue between chatbot and other virtual agents. So far, a chatbot has responded to a user in a very structured scenario. With technological developments in artificial intelligence, the different agents will be able to interact with each other to perform much more complex actions. Until the day they no longer need us 🙂 On this subject, have you read the article on Facebook artificial intelligence which created its own language?
How do you see the future of chatbots?