THE TOP 10 FACEBOOK MESSENGER MARKETING HACKS OF ALL TIME L A R R Y K I M C E O , MOBILEMONKEY , I N C . #learningWithI mpact + Everything You Ever Needed to Know Larry Kim, MobileMonkey About Chatbot Marketing INBOUND 2018 @mobilemonkey_ @larrykim#learningWithI#INBOUND18 mpact Today’s Agenda 1. Intro to 3. Chat 5. Facebook Facebook Blasting Messenger Messenger & Ads Chatbot Marketing 2. Chatbot 4. Growing your FB Building Blocks Messenger Contact List @mobilemonkey#CMCa2z _ @larrykim#learningWithI#INBOUND18 mpact A Few Random Facts About Larry @mobilemonkey_ @larrykim#learningWithI#INBOUND18 mpact Make PPC Slightly Magical Obsessed With Again! Unicorns @mobilemonkey_ @larrykim#learningWithI#INBOUND18 mpact Founded WordStream in 2008 2008 2018 @mobilemonkey_ @larrykim#learningWithI#INBOUND18 mpact Strong Financial Performance WordStream Revenue Growth! $55,000,000 7-Year Compound Annual Growth Rate 75% $32,000,000 $22,800,000 Estimated 2018 $10,000,000 Revenues = 55M $6,500,000 EBITA = 16M $3,300,000 $1,100,000 2011 2012 2013 2014 2015 2016 2018 @mobilemonkey_ @larrykim#learningWithI#INBOUND18 mpact @mobilemonkey_ @larrykim#learningWithI#INBOUND18 mpact @mobilemonkey_ @larrykim#learningWithI#INBOUND18 mpact This Would Unicorn Fanatic Have Been Exposed as Donkey In Pretty Disguise Embarrassing @mobilemonkey_ @larrykim#learningWithI#INBOUND18 mpact Working on Creating a Facebook Messenger Marketing Platform! @mobilemonkey@mobilemonkey_ _ @larrykim@larrykim #INBOUND18#INBOUND18 @mobilemonkey_ @larrykim #INBOUND18 Over a Million Users in Last 90 Days! @mobilemonkey_ @larrykim #INBOUND18 My 4-Year Old Kid (#ppckid) Wife, Kay Lee, (Heart Surgeon & Mom!) Me New Kid! Born May 20th @mobilemonkey_ @larrykim #INBOUND18 Restoring This 200 Year Haunted House in Harvard Square, Cambridge 1818 2018 @mobilemonkey_ @larrykim #INBOUND18 Part 1: Why Should Marketers Care About Facebook Messenger & Chatbot Marketing? @mobilemonkey_ @larrykim#learningWithI#INBOUND18 mpact Messaging Apps have Surpassed Social Networks Big 4 Messaging Apps Big 4 Social Networking Apps Yet only 1% of businesses can automatically engage w/ customers via messaging! @mobilemonkey_ @larrykim #INBOUND18 Facebook Messenger Users 1.3billion Sept. 2017 1.3 billion April 2014 0.2 billion @mobilemonkey_ @larrykim #INBOUND18 FB Messenger Marketing 10-80x Better Engagement vs. Email or FB News Feed Email Marketing FB Messenger Blast 5-10% Open Rates 70-80% Open Rates (Within first 60 minutes!) FB News Feed Vs. 0-1% Organic Post Visibility @mobilemonkey_ @larrykim #INBOUND18 OK Great. Now What? How Exactly Are *Marketers* Supposed to Use FB Messenger & Chatbot Stuff? @mobilemonkey_ @larrykim#learningWithI#INBOUND18 mpact Many People Associate Chatbots with Virtual Assistants” or “Voice Search” @mobilemonkey_ @larrykim#learningWithI#INBOUND18 mpact Others Think Chatbots = “Customer Service” @mobilemonkey@mobilemonkey_ _ @larrykim@larrykim#learningWithI#INBOUND18#INBOUND18 mpact Lot of confusing Mumbo-Jumbo about Chatbots & AI or Machine Learning @mobilemonkey_ @larrykim#learningWithI#INBOUND18 mpact Think of Messaging as “The Next Email”! Registrations & Segmentation & Drip Quick Surveys! Reminders! Campaigns! @mobilemonkey_ @larrykim #INBOUND18 Holy Grail of Facebook Messenger Marketing & Growth Hack of The Next +5 Years = Chat Blasting! @mobilemonkey_ @larrykim#learningWithI#INBOUND18 mpact How Facebook Messaging Used To Work: If Someone Messaged Your Page… @mobilemonkey_ @larrykim#learningWithI#INBOUND18 mpact Those Inquiries Would Show Up in your “Page Inbox” @mobilemonkey_ @larrykim#learningWithI#INBOUND18 mpact And You Could Respond To People, Manually By Typing Here. @mobilemonkey_ @larrykim#learningWithI#INBOUND18 mpact Then, Facebook Released Their Messenger API https://developers.facebook.com/docs/messenger-platform Unfortunately This is Too Complicated for 99.9% of Marketers @mobilemonkey_ @larrykim #INBOUND18 With Chatbot Tools, You Can Import Your FB Inbox and Blast Everyone Who Messaged Your FB Page. HOW? @mobilemonkey_ @larrykim#learningWithI#INBOUND18 mpact First Create Some Content To Chat-Blast To Your Messenger Contact List @mobilemonkey_ @larrykim #INBOUND18 You Can Schedule Your Chat Blasts Next, Specify An Audience to Chat-Blast (a List of Contacts) @mobilemonkey_ @larrykim #INBOUND18 Then Chat-Blast Your Desired Content to Your Chosen Audience! (Kinda like Email Marketing…) @mobilemonkey_ @larrykim#learningWithI#INBOUND18 mpact Except That Messages Are Distributed Via Facebook Messenger Push-Notifications! And are More Engaging Than Email! @mobilemonkey_ @larrykim #INBOUND18 Example: I Blasted Neil Patel a Blog Post w/ My Bot And He Read It! @mobilemonkey_ @larrykim #INBOUND18 Is This Spam? Email vs. Chat Blasting How do open and click-through-rates compare? @mobilemonkey_ @larrykim #INBOUND18 VS. 3-10x read rates & 10-20x click rates = ~60x More Engagement! @mobilemonkey_ @larrykim #INBOUND18 Email Messaging Messaging Is Spanners can’t Fundamentally buy lists of Less Spammy + names? Senders must More Engaging honor Than Email! unsubscribes? Dynamic, interactive content? @mobilemonkey_ @larrykim #INBOUND18 Part 2: Facebook Messenger Chatbot Marketing Building Blocks & Structure @mobilemonkey_ @larrykim#learningWithI#INBOUND18 mpact 1. Chat Marketing is like combining an Email + Website Marketing experience 2. How do you make this?? @mobilemonkey@mobilemonkey_ _ @larrykim@larrykim #INBOUND18#INBOUND18 Most People Just Use a Visual Chatbot Builder Like MobileMonkey! @mobilemonkey@mobilemonkey_ _ @larrykim@larrykim #INBOUND18#INBOUND18 Static vs Dynamic Chat Content vs @mobilemonkey_ @larrykim #INBOUND18 Combining a Image + Text on a Page @mobilemonkey@mobilemonkey_ _ @larrykim@larrykim #INBOUND18#INBOUND18 Static Image and text widgets, as viewed in Messenger @mobilemonkey@mobilemonkey_ _ @larrykim@larrykim #INBOUND18#INBOUND18 Videos Are Fantastic for Chat! Other Common Widgets: Send Video or Send ebooks, Attachments PDF, Gift Cards, etc. via Chat Rather than Email or Web Links! @mobilemonkey_ @larrykim #INBOUND18 What About Dynamic Chat Elements – Like Collecting Registration Data, etc. @mobilemonkey_ @larrykim #INBOUND18 Multiple Choice Question Text Input Question @mobilemonkey_ @larrykim #INBOUND18 Asking Questions and Saving User Responses @mobilemonkey_ @larrykim #INBOUND18 By Asking Users Questions, You Can Segment Your Audience So That … @mobilemonkey_ @larrykim #INBOUND18 You Can Send Them Down Different “Messenger Funnels” @mobilemonkey_ @larrykim #INBOUND18 Audience Preview You Can Also Define Custom Audiences Based on “Conversational Criteria”. @mobilemonkey_ @larrykim #INBOUND18 So You Can Chat-Blast Very Relevant Content or Drip Campaigns. (Note: This Chat-Blast had a whopping 85% Response Rate…) @mobilemonkey_ @larrykim #INBOUND18 You Can Pre-Fill Questions with Email Addresses, Phone Numbers & Addresses @mobilemonkey@mobilemonkey_ @larrykim_ @buzzsumo#INBOUND18 Button-Based VS Natural Language Navigation Processing @mobilemonkey#CMCa2z _ @larrykim @larrykim#INBOUND18 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! @mobilemonkey_ @larrykim #INBOUND18 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, No Buttons! terrible if it doesn’t work. @mobilemonkey_ @larrykim #INBOUND18 Add a few Keyword Triggers for your Chat Pages @mobilemonkey_ @larrykim #INBOUND18 The Chatbot AI analyzes the intent of the user request. Then Serves the Correct Page You’ve Previously Created @mobilemonkey_ @larrykim #INBOUND18 Tip: Periodically Review All “Unanswered Questions” and either create new content or point those user queries to existing content! @mobilemonkey_ @larrykim #INBOUND18 You Can Jump In at Any Time in Your Facebook Page Inbox or Pages App @mobilemonkey_ @larrykim #INBOUND18 Chapter 3: Tips on How to Chat Blast Like a Master Blaster @mobilemonkey_ @larrykim#learningWithI#INBOUND18 mpact STOP Always include unsubscribe instructions @mobilemonkey_ @larrykim #INBOUND18 Send Short Messages, then Make the User Engage! @mobilemonkey_ @larrykim #INBOUND18 Front-Load Your Drip Campaigns! @mobilemonkey_ @larrykim #INBOUND18 #1 Key To High Engagement: User Segmentation Segment Your Way to Higher Engagement Rates @mobilemonkey_ @larrykim #INBOUND18 @mobilemonkey_ @larrykim #INBOUND18 You Must Obey the “24+1” Chat Blasting Rules. Thanks! - Mark Z. @mobilemonkey_ @larrykim #INBOUND18 Facebook Requires That You Describe the “Purpose” of your Chat Blast as either Promotional or Non-Promotional @mobilemonkey_ @larrykim #INBOUND18 “Promotional” vs. “Non-Promotional” Chat Blasts Facebook Says These are “Promotional” Messages @mobilemonkey_ @larrykim #INBOUND18 To Send Non- Promotional Content, Apply For “Subscription Messaging” Tips: https://mobilemonkey.com/blog/2018/07/facebook- subscription-messaging @mobilemonkey_ @larrykim #INBOUND18 Chat Blasting Restrictions: The “24+1 Rule” +1 Additional Unlimited in First Promotional Chat 24 Hours Blast Send as After 24 Hours, promotional or Unlimited non- non-promotional promotional messages as you blasts*, and 1- want. promotional blast. *Note: For unlimited non-promotional blasts, you need to apply for “Subscription Messaging”. @mobilemonkey_ @larrykim #INBOUND18 Tip: Send Non-Promotional Blasts to “Reincarnate” Sessions Send Non- Promotional Blast* Regardless